CHAPTER 1: INTRODUCTION

1.1 Introduction:
1.1.1 The topic of my project is marketing strategies and promotional activities and a marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal.

A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. For example: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."

A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results.

A marketing strategy often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals
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for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Today's economy is not simple as before. The new economy is based on digital

revolution and management of information. The customers nowadays are more empowered and aware than before. The propensity to consumer among the consumers is highest in most parts of the world including our country. The process of "Globalisation" is the process of integration of world's economies. This process has positively affected our economy up to a great extent. Internationally India, the world's largest democracy, is already regarded as an emerging economic power with potential to rank among the first five major nations of 21st century. India is one of the fastest growing economies of the world along with china. In this age of competition, promotion is the only marketing tools which can be manipulated easily. The reasons is that the present era is of information management. And the company which communicates well succeeds. The purpose of my study is to test effectiveness of the promotional activities of coca-cola India inc in the present globalised economy of India. To test the effectiveness of promotional activities of coca- cola I conducted exhaustive study and analysis of market conditions of soft drink. And I found that promotional activities conducted by the company are satisfactory but they need certain improvement.

1.2 objectives of the study Every research and study has some purpose to goal for which it is conducted. My study of "MARKETING STRATEGIES & PROMOTIONAL ACTIVITIES of Coca- Cola" has the following objectives. 1.2.1 To test the effectiveness of promotional Activities of Coca-Cola in the present circumstance prevailing in the market. 1.2.2 To see how much the promotional activities are successful in popularizing the company's products and pulling the consumers towards the company. 1.2.3 To judge the popularity of ads and the popularity of brand ambassadors and ambassadors of Coca- Cola. 1.2.4 To suggest measures to further improve the promotional activities of Coca-Cola and make it more competitive. 1.3 Scope of the study In this age of severs competition, promotion is the only marketing tools which can be manipulated easily. The reason is that the present era is of information management. And the company which communicates well succeeds. Today is the era of cut throat competition, especially in soft drink market there is server competition. And the importance of promotion as a management tools and increased nowadays. Sales Promotion of a firm contribute up to a great extent in its success in today's era. So we can say that promotional activities play important role in increasing the sales. The Scope of my study is to give suggestions to coca- Cola India inc for further improvement in promotional activities after testing the effectiveness of the promotional activities of it. To get comparison about the effectiveness of coca-cola's "Promotional activities" with its rival's i.e. Pepsi's promotional activities Which will be helpful in suggest measures to further improve the promotional activities of Coca-Cola and make it more competitive.

1.4 Companies Profile

1.4.1 Introduction of the company Established in 1886, The Coca-Cola Company operates in more than 200 countries and markets more than 2,800 beverage products. These products include sparkling and still beverages, such as waters, juices and juice drinks, teas, coffees, sports drinks and energy drinks. Four of the worlds top five nonalcoholic sparkling beverage brands are cocacola: CocaCola, Diet Coke, Sprite and Fanta. A soft drink is a non alcoholic beverages. It is artificially flavoured and contains no fruit or pulp. The first principle philosophy of coke is that it can be substituted only by coke. It may be Camapa- Cola, Thums-Ups. But is has to be Coke. A Coke can never be replaced by tea coffee, bear, wine or water perhaps Cola is life style. Cola is a way of thinking, Cola is a culture. India is the second largest country in the world in terms of population. It is one of the largest consumer market with the development of economy. Coca- Cola (An USA base Company) was the first soft drink company in India which stated in business in 1958, Gradually, it becomes the part and parcel of the life of the urbanities particularly in Bombay. It was launched with an investment of Rs.6.6 Lakh only which made a turnover or Rs.12.98 Lakhs the very next year with a gross profit of Rs. 3.97 Lakh and it expanded into a giant 100 crores. Complex of 22 bottling plants, the product or which were retailed through 2,00,000 outlets. The phenomenal capacity of Coca-Cola's 22 bottling plants approximated 30 lakh bottles a day. But in 1977, during the reign of Janta Party. The Indian Govt. imposed restrictions on the company. After the exit of Coca-Cola from India, the first national Cola drink was Double Seven, In the mean time, pure drinks, Delhi, Switched over to Campa Cola in the market. The beginning of 1980 saw the birth of another Cola drink, Thums- up (it was actually launched in 1978-79) by parle as " The Refreshing Cola" by the mid eighties, there was Thrill by Mc. Dowells and by the late eighties there was Double Cola. In 1978, parle led the Indian soft drink market (share 33%) with its Gold spot and Limca brands, Later Thums- Up also started contributing to its growth. In 1983 its market share
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was 43% in 1987.44% and in 1990. It had reached 70%. This has been due to growing popularity of Limca and Thums- Up. In 1990 about 13 years after the exit of Coca-Cola from India another giant American MNC, PCL (Pepsi Food Limited) came in the market. Thus, in the decade of 90's Pepsi and parle were the only two main competition in the soft drink market, there was a cut through competition between them. In 1993, the Coca- Cola re-entered the Indian soft drink market and acquired five major brands of parle L.E. Thums-Up, Limca, Citra Maaza and Gold Spot. Thus Coca-Cola and Pepsi are the only giant MNC in the soft drinks market which are indulge in Cola war to gain a clear edge over the other.

ORGANISATIONAL STRUCTURE Coca- Cola India Inc. General Manager

Finance

HRD

Marketing

Production

Asst HR

Executive Adm

Sales Manager

Marketing Manager

Shipping and ware housing

Chemical Room

Product ion Supervi sion

ASM

ASM Worker

Sales Executiv

Marketing Executive

Area General Manager

Finance

HR

Sale

Production

Asst. Manager Shopping and ware housing Chem ical Room Prod uctio n Supe Asst HR Executive Adm rvisi on

ASM

ASM

ASM

ASM

ASM

Sales Exec utive

Sales Execut ive

Sales Executiv e

Sales Exec utive

Sales Exec utive

1.4.2 PRODUCTION PROCESS

1.4.2.1 RAW MATERIAL INPUT A soft drink bottling plant require following raw materials 1.4.2.1.1 Sugar High purity crystal sugar is required to produce the sugar syrup for soft drink 1.4.2.1.2 Essence Different flavours require different essence. Essence used in the production process is of high quality 1.4.2.1.3 Water The raw water is taken out from grounded pumps. Water quality is being strictly adhered through regular sampling and analysis 1.4.2.1.4 Co2 Gas Co2 Gas of the required purity is being carried on from different suppliers 1.4.2.1.5 Crown Cork It is used for closing the bottle mouth to make it completely are tight

1.4.3 ABOUT THE PRODUCTION PROCESS

1.4.3.1 WATER TREATMENT PLANT Water in the COCA COLA INDIA INC.. New Delhi is coming from its own pumping set. It is stored in reservoir. Before ensuring production the raw water is being treated in the water treatment plant. The process involved is known as coagulation process. The main chemicals used are Ferrous sulphate. Calcium hydroxide and Chlorine. Initially water is treated with all the chemical in a treatment tank and become turbid. All impurities get settled at the base and remove the turbidity then it is sent to the carbon tank where all the micro organism and chlorine's are removed. The water so obtained is completely free form any kind of impurities and maintained until as much as 50 ppm.

1.4.3.2 BOTTLE WASHING PLANT Used bottle returning from the market is stealthy. It is completely an auto process which takes place within a machine the machine has three compartment. Bottle for washing are placed on cover come inside the machine and get successive treatment. Bottle are treated with 4% Caustic Soda in the first compartment having temperature of 100-1500F. In the next phase they are conveyed to the second compartment where bottles are again treated with 2% of Caustic Soda at temperature of 1200F. In the third compartment bottles are treated with soft salter Time duration in each compartment is 10 minutes. Bottles are

then sent through the inspection centre where these are watched against strong light.

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1.4.3.3 SYRUP ROOM Here syrup is prepared from filtered water sugar and the essence. The room is well equipped with several tanks and filters. The fire stone is heating tank, in which syrup is actually prepared Calculated amount of syrup along with essence and water are being heated upto 850 C thus a saturated solution is being prepared. Syrup is sent through a machine called filter press. Syrup is filtered here. Filtered syrup is next passed through a para flow cooler when by recycling and glycol method, the temperature of the syrup is called down to 20-250C. Cooled syrup is then stored in syrup tanks. Now syrup comes to the Traumatic Machine. Here syrup is mixed with carbonated water under pressure in definite proportion. Inspected bottles gradually come under the Filtration machine. Carbonated syrup by this time fills the filler machine. From this machine syrup is poured into the bottles in calculated amount. The exact rate of filling is 400 BPM meanwhile crowner machine helps in closing the bottle mouth with the help of caps completely air tight. While filling up the bottles of Thums Up & Limca room temperature should be around 2.50C to 30C whereas for Coca- Cola & Fanta the temperature should be around 20C. Ready bottles are again sent through an inspection centre for through examination on Conveyer Next they are carried on a round table where they are collected and shipped for the market.

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1.4.4 SEGMENATION OF SOFT DIRNK MARKET

Soft Drink is a product which is non alcoholic in nature, artificially, flavoured & it contains no fruit, juice or pulp. It is very popular through out the world and sincerely purchased by refreshment consumer for quenching thirst in summer and also to have cooling

Basis:- Type of Product Non Alcoholic Soft Drinks

Soft Drinks

Fruit

drinks

sunfillRasana Squace etc Carbonated Drinks Soft Non Soft Maaza, Carbonated Drink Slice,

Frooti, Jumpin

Cola

Products

Non

Cola

Thums up Coke Pepsi Pepsi Aha Diet Coke

Products Orange (Fanta, Lime) (Sprite, Canada Mirinda Clear 7Up, Dry,

Mountain Dew)

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1.5 INDUSTRY PROFILE

Soft drink market demand is very strong in all over the world. Now there are two major company of Soft drinks Coca-Cola & PepsiCo which are competitors to each other. The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $92 billion. Some of PepsiCo's brand names are more than 100-years-old. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.

PepsiCo entered India in 1989 and has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the groups 37 bottling plants in India, of which 16 are company owned and 21 are franchisee owned. In addition to this, PepsiCos Frito Lay snack division has 3 state of the art plants. The world's largest beverages company Coca-Cola begins more than century ago. The Coca-Cola Company's world head quarters in Atlanta Georgia (U.S.A). On May 8, 1886 was particular day when the worlds largest favourite soft drink was made by the pharmacist. Dr. John Styth Pernaberton. That same day that new product made its debut as a soda fountain drink for five cents a glass. At same point by accident or design, carbonated water was mixed with the syrup to create that would become the world's favourite soft drink. Dr. Pemsaron's partner and book- keeper Frank M. Robinson suggested the name Coca- Cola, it has two Cs would look will in advertising and they penned the famous trade mark in his new favourite script. After making soft-drink, he began to advertise and on May 29, 1886 the first advertisement Coca-Cola "Delicious and Refreshing". In 1886, the average sales was nine drinks per days.

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Dr. Pemberton had thought about the potential of the beverage, which he had created, after the demise of Pemberton in the year of 1888 an Ationta druggist and businessman, Asa G Candler actively purchased the out standing shares of Coca- Cola, because he knew the potential of the Coca- Cola and in 1891 he invested $2300 and acquired complete control. Mr. Candler had enough knowledge of marketing. He pioneered the concept of Coupling by distributing complementary glasses of Coca- Cola. He did something to promote the beverages on such items as calendars, fountain and clock, sales increased ten fold. He had first registered the trademark "Coca-Cola" in the United States Patent Office on January 31, 1893 and had been renewed periodically. In 1894 the company opened its first syrup manufacturing plant outside Atlanta in Dallas Texas and the following year another plants opened in Chicago and Los Angeles. In 1894 merchant Joseph A Bidenharm of vicksuburg, Mississippi became the first batter of Coca-Cola when he installed bottling machinery in his candy store. In 1889 large scale bottling began when Benjamin F. Thomas and Joseph while head of Chattangoga. Tennorre, Secured from chandler for $1 exclusively right to bottle and sell Coca-Cola nearly everywhere in the United States. After opening the first bottling plant same year John T. Lopton, entered into the business of Coca- Cola, and he did contrast with entrepreneurs to establish community bottling operations and exclusive territories to market Coca- Cola that began today's worldwide network of bottling companies, most of that are still locally owned and operated. And now today the bottling system has become a backbone of the Coca-Cola company's soft drink operations, and makes Coca-Cola a local product for consumers around the globe. In 1919 the owner of the company again changed, candler sold the Coca-Cola for $25 million to Atlanta banker Ernes Woodruff. Ernest Woodruffs33 years old son, Robert was elected president of the Coca-Cola Company. He reincorporated the business as a Delaware Corporation and 5,00,000 shares of common stock were sold publicity for $40 per share. Rober Woodruff was a very enthuiasic person, he wanted to give the

company a new way and to take the company to greater height.

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In 1967, Duncan foods, a coffee produce was acquired by the company and led to the formation of the Coca-Cola Company's food division.Which has known as the minute maid company. A new product wine was manufacturing in the United states from 1997 to 1983. In 1991, The company and the Nestile S.A. formed joint venture company, it was established primarily to manufacture, market and distribute ready to serve tea beverages and coffee beverages under the trademark Nestle and Nescafe respectively. This joint venture was established on a world wide basis with the exception Japan. Formation of Coca-Cola beverages stated in a very simple way, but toady it has spread world-wide. It has a wonderful history and exciting future. Despite having many ups and down in its way it went on ahead and today it is a house hold name and a favourite among its customers. 1.5.1 Industry Changes 1.5.1.1 The soft drink industry is affected by macro environmental factors of the industry that will lead to change. First, the entry/exit of major firms is a trend in the industry that will likely lead to change. More specifically, merger and consolidation has been prevalent in the soft drinks market, causing some firms to exit the industry and then re-enter themselves. Several leading companies have been looking to drive revenue growth and improve market share through the increased economies of scale found through mergers and acquisitions. One specific example is how PepsiCo acquired Quaker Oats, who bought Gatorade which will help expand PepsiCos energy drink sector (Data monitor, 2005). This trend has increased competition as firms diversification of products is increasing.

1.5.1.2 A second trend in the macro environment is globalization. With the growing use of the internet and other electronic technologies, global communication is rapidly increasing. This is allowing firms to collaborate within the country market and expand into world markets. It has driven competition greatly as companies strive to be firstmovers. Specifically, the global soft drink markets compound annual growth rate (CAGR) is expected to expand to 3.6% from 2004 to 2009.

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1.5.1.3 Third, changing societal concerns, attitudes, and lifestyles are important trends. In the United States and Europe, people are becoming more concerned with a healthy lifestyle. Consumer awareness of health problems arising from obesity and inactive lifestyles represent a serious risk to the carbonated drinks sector. The trend is causing the industry business environment to change, as firms are differentiating their products in order to increase sales in a stagnant market.

1.5.1.4 The fourth trend Shows low growth in recent years. Since 2000, the CAGR is 1.5 per cent. The low growth rates are of concern for soft drink companies, and several are creating new strategies to combat the low rates.

1.5.1.5 This leads to the fifth trend of growing buyer preferences for differentiated products. Because soft drinks have been around since as early as 1798 (American Beverage Association, 2006), buyers want innovation with the products they buy. In todays globalizing society, being plain is not good enough. According to Barbara Murray (2006c), The key for all of these beverage companies is differentiation. The giants have new formulations and appearances. Whatever the strategy, be it a new color, flavor, or formula, companies will strive to create the greatest brand awareness in the minds of the consumer in the hopes of crowding out its competitors.

1.5.1.6 Thus, the last trend, product innovation, is necessary to combat buyers need for a variety of tastes. Firms are already differentiating by taste, with the Coca-Cola Company as an example. The firms product line includes regular Coca-Cola, Diet Coke, Diet cherry Coke, cherry Coke, Vanilla Coke, Coca-Cola with Lime, Coca-Cola with lemon and many more.

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CHAPTER-II: REVIEW OF LITERATURE

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MARKETING CONCEPT AND ORIENTATION It is a fundamental idea of marketing that organisations survive and prosper through meeting the needs and wants of customers. This important perspective is commonly known as the marketing concept. The marketing concept is about matching a company's capabilities with customer wants. This matching process takes place in what is called the marketing environment. Businesses do not undertake marketing activities alone. They face threats from competitors, and changes in the political, economic, social and technological environment. All these factors have to be taken into account as a business tries to match its capabilities with the needs and wants of its target customers. An organisation that adopts the marketing concept accepts the needs of potential customers as the basis for its operations. Success is dependent on satisfying customer needs. What are customer needs and wants? A need is a basic requirement that an individual wishes to satisfy. People have basic needs for food, shelter, affection, esteem and self-development. Many of these needs are created from human biology and the nature of social relationships. Customer needs are, therefore, very broad. Whilst customer needs are broad, customer wants are usually quite narrow. A want is a desire for a specific product or service to satisfy the underlying need. Consider this example: Consumers need to eat when they are hungry. What they want to eat and in what kind of environment will vary enormously. For some, eating at McDonalds satisfies the need to meet hunger. For others a microwaved ready18

meal meets the need. Some consumers are never satisfied unless their food comes served with a bottle of fine Chardonnay. Consumer wants are shaped by social and cultural forces, the media and marketing activities of businesses. This leads onto another important concept - that of customer demand: Consumer demand is a want for a specific product supported by an ability and willingness to pay for it. For example, many consumers around the globe want a Mercedes. But relatively few are able and willing to buy one. Businesses therefore have not only to make products that consumers want, but they also have to make them affordable to a sufficient number to create profitable demand. MARKETING MIX The marketing mix is generally accepted as the use and specification of the four Ps describing the strategic position of a product in the marketplace. One version of the origins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes. Product -An object or a service that is mass produced or manufactured on a large scale with a specific volume of units. A typical example of a mass produced service is the hotel industry. A less obvious but ubiquitous mass produced service is a computer operating system. Typical examples of a mass produced objects are the motor car and the disposable razor.

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Price The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. MARKET RESEARCH Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is complete it can be used to determine how to market your specific product. MR-Anywhere is a very good platform for market research and analysis For starting up a business there are a few things that are important:

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Market information Market information is making known the prices of the different commodities in the market, the supply and the demand. Information about the markets can be obtained in several different varieties and formats. Examples of market information questions are: Who are the customers? Where are they located and how can they be contacted? What quantity and quality do they want? When is the best time to sell? Market segmentation Market segmentation is the division of the market or population into subgroups with similar motivations. Widely used bases for segmenting include geographic differences, personality differences, demographic differences, use of product differences, and psychographic differences. Market trends The upward or downward movements of a market, during a period of time. The market size is more difficult to estimate if you are starting with something completely new. In this case, you will have to derive the figures from the number of potential customers or customer segments. [Ilar 1998] But besides information about the target market you also need information about your competitor, your customers, products etc. A few techniques are: Customer analysis Choice Modelling Competitor analysis Risk analysis Product research Advertising research

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CHAPTER-III : RESEARCH METHODOLOGY

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3. RESEARCH METHODOLOGY
3.1 Definition : Research Methodology is a systematic way of investigation directed to the discovery of some facts by careful study of a subject, a course of critical and scientific inquiry.

3.2 RESEARCH PROBLEM To assess the effectiveness MARKETING STRATEGIES of 'coca-cola' and judge them in comparison to the MARKETING STRATEGIES of its rival 'Pepsi' are the objectives of my study. In other words, these are the problems for which research in conducted. 3.3 RESEARCH DESIGN Systematic Random sampling method has been used to do survey for the purpose of research. I have contacted the people in general to asses the advertising popularity. Retailer and distributors have also been contacted to have an idea of effectiveness of promotional activities of Coca-Cola. Systematic Random sampling methods have been applied in selecting the retailers and consumers. 3.4 METHOD OF COLLECTION Primary data have been collected for the purpose of research Information is collected through schedules. To avoid bias of behaviour of the consumers and retailers identify was kept hidden. 3.5 ANALYSIS OF DATA Collected data have been analysed by tabulating them and applying frequency distribution method and percentage method. 3.6 NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS

CONTACTED

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By applying systematic random sampling 200 consumers have been contacted and asked regarding the advertisements of Coca- Cola. 100 retailers and ten distributors of have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and put several questions to judge whether they are satisfied with the schemes of sales promotion or not.

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CHAPTER IV: DATA REDUCTION, PRESENTATION & ANALYSIS

25

4. DATA REDUCTION, PRESENTATION & ANALYSIS

4.1 Survey of Distributors 10 distributors of pitam pura have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and put several questions to judge whether they are satisfied with the schemes of sales promotion or not. The data was collected, has been illustrated below through charts and graphical representations..

1) What do you think about the Sales promotional Schemes offered to you by the company? (a) Excellent (c) So- So (b) Good (d) Not Satisfied

Reply Excellent Good So- So Not Satisfied

No. of Distributor 2 5 2 1

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Distributors views about sales promotion schemes

6 5 4 3 2 1 0

no. of Distributors

No. of Distributor

Ex ce lle nt

Distributors reply

Above Design clearly shows that 5 of the Distributors think that the Sales promotional Schemes offered to him by the company is Good, 2 Excellent, other 2 So- So and 1 not satisfied.

2) Do you think that more Sales promotional Schemes are needed for distributors of retailers? (a) Yes (b) No

Reply Yes No

ot S

27

at is fie d

oo d

So -S

No. of Distributor 7 3

8 7

no. of Distributors

6 5 4 3 2 1 0 Yes No Distributors reply No. of Distributor

From the above diagram, it reveals that 7 Distributors think that more Sales promotional Schemes are needed for distributors of retailers and 3 Distributors think that more Sales promotional Schemes are not needed for distributors of retailers.

3. What do you think about personal - selling assistance gives to you by company. (a) Excellent (c) So- So Reply Excellent Good So- So Not Satisfied (b) Good (d) Not Satisfied No. of Distributor 3 5 1 1

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6
No. of Distributors

5 4 3 2 1 0 Excellent Good So- So Not Satisfied No. of Distributor

Distributors reply

From the diagram illustrated above, it is clear that 5 Distributors think that personal selling assistance gives to him by the company is Good, 3 Excellent, 1 So- So and 1 not satisfied 4. Do you think that more POPs. Advertising materials and refrigerators needed in pitam pura territory from Coca- Cola (a) Yes (b) No

Reply Yes No

No. of Distributor 7 3

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8 7

no. of Distributors

6 5 4 3 2 1 0 Yes No Distributors reply No. of Distributor

From the above diagram, it reveals that 7 Distributors think that more POPs. Advertising materials and refrigerators needed in pitam pura territory from Coca- Cola and 3 Distributors think that more POPs. Advertising materials and refrigerators not needed in pitam pura territory from Coca- Cola.

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4.2 Survey of the Retailers

Ques 1. Which Company's product do you stock? This question was framed to find out, the products being stocked by retailers in pitam pura. Product Coke Pepsi Both No. of Retailers 49 6 45

60 50 40 30 20 10 0 Coke Pepsi Both

From the survey of the outlets, it is found that 48% of the respondents stocks Coke 6% stock product and 45% stock both i.e. Cole's and Pepsi's product.

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Ques 2. What promoted you to stock this product? This question was asked basically to know. Why do you stock this product?

Reason Customer Commission Advertisement Sales Promotion

No. of Carats 55 36 1 8

Advertisemen t 1%

Sales Promotion 8%

Commission 36%

Customer 55%

From the above diagram, it reveals that 55% of the Respondents stock this product due to the customers. 36% of the respondents due to commission, 8% of the respondents stock this product due to sales promotion and 1% of the respondents stock it due to advertisement.

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Ques 3. What is your daily sale? The question was asked to know, what exact was the volume of daily sales?

Daily Sales (in carat) 0-1 1-5 5-10

No. of Retailers 43 54 3

5--10 3% 0-1 43% 1--5 54%

From the diagram illustrated above, it is clear that 54% of the respondents have daily between 1-5 chart, 43 of the respondents have between 0-1 carat daily sale, while only 3% of the respondents have 5-10 carat daily sale.

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Ques 4. What product to do you sell more? This question was framed to know which product is highly demanded in the market.

Product Thums- Up Pepsi Coca- Cola Sprit Others

No. of Carats 75 13 4 3 5

80 70 60 50 40 30 20 10 0 Thums- Up Pepsi Coca- Cola Sprit Others

From the diagram it may be clearly seen that according to 75% of the respondent ThumsUp is the market leader, Pepsi is the follower by 12% share, Coca- Cola has 4% share, 3% of the respondents sale mostly Thums- Up & Pepsi both , 3% of the respondents sales mostly Coca- Cola & Thump-Up and the rest 5% sales Thums- UP and Mirinda.

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Ques 5. Which age group customers came to you? This question was asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers.

Age group (in years) 15-25 25-35 35-45 25-45 15-45 Below 15 to above 45

No. of Customers 61 27 2 1 4 5

70 60 50 40 30 20 10 0 15-25 25-35 35-45 25-45 15-45 Below 15 to above 45

According to 6% of the respondent 15-25 years age group are found of soft drinks, 27% of the respondents 215-35 years age group mostly visit their shops 9% of the respondents are new. Below 15 to above 45, are loyal customers, according to 14% 1545 years age group and 2% 35-45 years age group mostly come to him. According to 1% 25-45 years age group are the most users of soft drinks.
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Ques 6. Would you like to remain with your product? This question was asked to know, whether the retailers want to remain with their product or not?

Reply Yes No Not sure

No. of Retailers 65 7 28

Not sure 28%

No 7%

Yes 65%

When this question was asked, 65% of the respondents wanted to remain with their product 7% of the respondents denied to remain with their product while 28% of the respondents were not sure whether they will remain with their product or not.

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4.3 Survey of The Consumers

Ques 1. Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in pitam pura.

Product Coke Pepsi Both

No. of Consumers 80 30 90

Both, 90, 45%

Coke , 80, 40%

Pepsi, 30, 15%

Coke

Pepsi

Both

From the diagram it may be clearly seen that 80 Consumers like to drink Coke, 90 Consumers like to drink Pepsi & 30 Consumers like to drink both Coke and Pepsi

37

Ques 2. What do you like about the products of Coca-Cola ? This question was asked basically to know. Why do you like the products of Coca-Cola ?

Reason Advertisements Brand name Test & Quility Schemes (like free gifts)

No. of Consumers 90 30 50 30

No. of Consumers

Schemes (like free gifts) , 30, 15% Advertisements , 90, 45% Test & Quility , 50, 25% Brand name , 30, 15%

Advertisements

Brand name

Test & Quility

Schemes (like free gifts)

From the diagram illustrated above, it is clear that 90 consumers prefer Advertisement, 30 consumers prefer Brand name, 50 consumers prefer Test & Quality and 30 consumers prefer Schemes (like free gifts)
38

Ques 3. From what type of advertisement you inspired for purchasing the products ?

Type of Advertisement T.V. Advertisement News paper & Magzine Posters & Banners

No. of Consumers 120 30 50

Posters & Banners, 50, 25% T.V. Advertiseme nt, 120, 60%

News paper & Magzine, 30, 15%

T.V. Advertisement Posters & Banners

News paper & Magzine

From the diagram illustrated above, it is clear that 120 consumers prefer T.V. Advertisement, 30 consumers prefer News paper & Magzine, and 50 consumers prefer Posters & Banners.

39

CHAPTER V : DATA INTREPRETATION

40

5. DATA INTREPRETATION
By applying systematic random sampling 200 consumers have been contacted and asked regarding the advertisements of Coca- Cola. 5.1 100 retailers and ten distributors of pitam pura territory have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and to judge whether they are satisfied with the schemes of sales promotion or not. 5.2 The purpose of my study is to test effectiveness of the Marketing strategies & promotional activities of Coca- Cola India inc. For test the effectiveness of promotional activities of coca- cola I conducted exhaustive study and analysis of market conditions of soft drink during. And I found that Marketing strategies & promotional activities conducted by the company are satisfactory but they need certain improvement .Findings of the study reveals positive effect of sales promotions activities. 5.3 According to the analysis of collected data sales promotions activities become motivation factor for distributors & retailers. They show interest in increasing the sales of product for achieving the target & they do this for taking profit of sales promotional schemes

5.4 Personal - selling assistance gives to them by the company

& more POPs,

Advertising materials and refrigerators from Coca- Cola has also good result on sales.

5.5 COCA-COLA INDIA INC has captured a good market share through sales promotional activities in DELHI. But for maintaining this market share and for expansion they need certain improvement.

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CHAPTER VI : SUMMARY & CONCLUSIONS

42

6. SUMMARY & CONCLUSIONS

6.1 Limitation of the study The whole work is based on areas falling under pitam pura. The surveyed areas are just small divisions of the large market due to lack of time, financial & transport problem. So my research cannot be generalised on state or national levels. I have contacted only 100 retailers, 10 Distributor and 200 consumers for assessing the effectiveness of the promotional activities of Coca- Cola. The people who have been contacted from a very small part of whole soft drink market.

6.2 Conclusion:For test the effectiveness of promotional activities of coca- cola I conducted exhaustive study and analysis of market conditions of soft drink. And I found that promotional activities conducted by the company are satisfactory but they need certain improvement 6.3 Suggestions:So as far as Suggestion is concerned I would like to give some suggestion which will be helpful in boosting promotional activities. My suggestions are as follows. 6.3.1 It will be better if the company advertise Promotional Schemes to make the retailers aware about those scheme as well as duration off the scheme so that they can be benefited by those schemes. 6.3.2 During off season, target oriented promotion schemes should be started to motivated the retailers which will also be helpful in countering its rival. 6.3.3 Free gifts must be distributed among retailer who sells higher quantity of CocaCola product. 6.3.4 When new promotional scheme started, information about the promotional scheme. Must be published in newspaper and advertisement of the promotional scheme be transmitted on television so that large number of consumer know about the promotional scheme.

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Bibliography/References

Books : Gupta, C.B. (2010), Marketing Management, Sultan Chand & Sons. Kotler, Philip(2005), Marketing Management, Pearson Education II Edition.

Websites Search:

www.oppapers.com/subjects/cocacola-marketing-plan-page1.html on 16-04-2012 http://www.coca-cola.com on 15-04-2012 http://www.scribd.com on 16-04-2012 http://en.wikipedia.org/wiki/Cocacola on 18-04-2012

44

Appendices

List of Tables TABLE NO.

1

TITLE
Represents the Sales promotional Schemes offered to you by the company.

PAGE NO.
26

Represents the Sales promotional Schemes are needed for distributors of retailers?

27

3 4

What do you think about personal - selling assistance gives to you by company Do you think that more POPs. Advertising materials and refiregerators needed in pitam pura territory from CocaCola

28 29

Which Company's product do you stock? This question was framed to find out, the products being stocked by retailers in pitam pura.

31

What promoted you to stock this product? This question was asked basically to know. Why do you stock this product

32

What is your daily sale? The question was asked to know, what exact was the volume of daily sales?

33

What product to do you sell more? This question was framed to know which product is highly demanded in the market.

34

Which age group customers came to you? This question was asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers .

35

10

Would

you like to remain

with your

product? This

36

45

question was asked to know, whether the retailers want to remain with their product or not?

11

Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in pitam pura.

37

12

What do you like about the products of Coca-Cola? This question was asked basically to know. Why do you like the products of Coca-Cola?

38

13

From what type of advertisement you inspired for purchasing the products ?

39

List of Figures FIGURE NO. 1 2 3 4

Represents the Sales promotional Schemes offered to you by the company. Represents the Sales promotional Schemes are needed for distributors of retailers? What do you think about personal - selling assistance gives to you by company Do you think that more POPs Advertising materials and refrigerators needed in pitam pura territory from Coca- Cola

TITLE

PAGE NO.

27

28

29 30

Which Company's product do you stock? This question was framed to find out, the products being stocked by retailers in pitam pura.

31

What promoted you to stock this product? This question was asked basically to know. Why do you stock this product

32

46

7 8

What is your daily sale? The question was asked to know, what exact was the volume of daily sales? What product do you sell more? This question was framed to know which product is highly demanded in the market.

33

34

Which age group customers came to you? This question was asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers.

35

10

Would you like to remain with your product? This question was asked to know, whether the retailers want to remain with their product or not?

36

11

Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in pitam pura.

37

12

What do you like about the products of Coca-Cola ? This question was asked basically to know. Why do you like the products of Coca-Cola ?

38

13

From what type of advertisement you inspired for purchasing the products ?

39

47

Questionnaire
For the Distributor

1. Are You satisfied with the Sales promotional Schemes offered to you by the company (a) Excellent (c) So- So (b) Good (d) Not Satisfied

2. Do you think that more Sakes promotional Schemes are needed for distributors of retailers. (a) Yes (b) No

3. Are you satisfied with personal - selling assistance gives to you by company. (a) Excellent (c) So- So (b) Good (d) Not Satisfied

4. Do you think that more POPs. Advertising materials and refrigerators needed in delhi territory from Coca- Cola (a) Yes (b) No

For the retailer

Ques 1. Which Company's product do you stock? This question was framed to find out, the products being stocked by retailers in pitam pura.

Ques 2. What promoted you to stock this product? This question was asked basically to know. Why do you stock this product? Ques 3. What is you daily sale? The question was asked to know, what exact was the volume of daily sales?

48

Ques 4. What product to do you sell more? This question was framed to know which product is highly demanded in the market.

Ques 5. Which age group customers came to you? This question was asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers

Ques 6. Would you like to remain with your product? This question was asked to know, whether the retailers want to remain with their product or not?

For the consumer Ques 1. Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in pitam pura.

Ques 2. What do you like about the products of Coca-Cola ? This question was asked basically to know. Why do you like the products of Coca-Cola ?

Ques 3. From what type of advertisement you inspired for purchasing the products ?

49