Coco Cola BBM Project

Hindustan Coca-Cola Beverages Private
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PROJECT ON
A REPORT TO STUDY THE EFFECTIVENESS OF THE PROMOTIONAL
ACTIVITIES OF COCA COLA CO. AT RAICHUR CITY
Synergy Institute of Management RAICHUR

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ACKNOWLEDGEMENT
I am very much thankful to the HR Executive of Coca Cola co Mr. Ananth

Kulkarni for giving us the permission in doing and completion of out project.
It is my proud privilege to avail this opportunity to express my gratitude to the
Senior Sales executive of Coca Cola, RAICHUR Mr. Rajesh, Market developers Mr.
Pradeep, Mr. Mahantesh and the distributors for their constant encouragement,
valuable help, immaculate guidance and precious advice during this project.
I wish to record my acknowledgement to our Principle Mr. Swamy sir and our
internal guide Mr. Raghavendra sir who have offered constructive suggestion and
creativity this way for satisfactory completion of my project.

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DECLARATION
I hereby declare that this project report titled as A REPORT TO STUDY THE
EFFECTIVENESS OF THE PROMOTIONAL ACTIVITIES OF COCA COLA CO.
AT RAICHUR CITY for Coca Cola India Pvt. Ltd. It has been prepared by me as
part of my academics during 2nd December 2012 to 30th jan 2013 for the fulfillment
of Degree of Bachelor in Business Management, under the supervision Principle Mr.
Swamy sir and guidance of Mr. Raghavendra sir faculty of Marketing Management
of RAICHUR INSTITUTE OF MANAGEMENT STUDIES, RAICHUR.
To the best of my knowledge and belief the matter presented in this report has not
been submitted earlier for the award of any Degree to any University. This report is
prepared by me on my own efforts.
Mr. SHOAIB MOHAMMED

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CONTENTS
S NO
Subject matter
Chapter 1
Executive Summary
Introduction
Literature review
Statement of the problem
Scope of study
Objective of the study
Chapter 2
Organization Profile
Coca-Cola Co
Sampling
Research Design
Data collection method
Measuring tools

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3
Chapter 3
Analysis with graphs and charts
Findings
Recommendation
Conclusions
Chapter 4
Appendix
Questionnaire
Master code sheet
Bibliography

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CHAPTER-I

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EXECUTIVE SUMMARY
This project report is on the A REPORT TO STUDY THE EFFECTIVENESS OF

THE PROMOTIONAL ACTIVITIES OF COCA COLA CO. AT RAICHUR CITY
This project for done for Coca-Cola Pvt. Ltd at their distribution points at
RAICHUR
The ultimate objective of every organization is to increase their market share by
increasing their sales. In increasing sales promotion activities play a very vital role.
Especially with respect to business to business customers these are basically the
deciding points.
But out of the several promotion activities which is the most effective one, which will
catch the retailers attention and will also help the organization to achieve its
objective with the better concentration on few effective promotions.
So in this study we will evaluate the effectiveness of several promotional techniques.
The study will be done taking 150 as the total Sample Size out of which 100 are the
retailers that are surveyed and 50 are the consumers that are surveyed. The
sampling method used for retailers survey is Stratified Sampling . The source for
conducting survey was taken from the distributors Red Outlet List provided by the
distributors in RAICHUR city. The consumer survey method is convenient random
sampling method

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INTRODUCTION
It is very important to know the Effectiveness of the promotion activities carried out
because of the expenditure incurred on these activities. Further it becomes
important for both the Client Co. and the ad. Agency to determine whether
their communication are working in same way as expected by them and how
well they are working relative to other options.
REASONS TO MEASURE EFFECTIVENESS:
Avoiding costly mistakes
Evaluating alternative strategies
Increasing the efficiency of advertising in general
Determining if objectives are achieved
REASONS NOT TO MEASURE EFFECTIVENESS
Cost
Research problem
Disagreements on what to test

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The objections of creative
Time
LITERATURE REVIEW
PROMOTION ACTIVITES include all the activities that induce the customer to
purchase the product from the seller.
Types of promotion activities are:
Advertisement
Promotion
-- Consumer sales promotion
-- Trade Sales Promotion
-- Promotions to sales representatives
Displays
ADVERTISEMENT:
It is non-personal paid form of communication from an identified sponsor using
mass media to persuade or influence the audience. They are needed to
Attract

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Persuade
Remind the customers about the products into the market, as an average
individual faces 250 ads a day. So the ads need to be such that it should
effective and should serve the purpose for which it was displayed
SALES PROMOTION
It refers to the activities, materials, devices, and techniques used to supplement the
advertising and marketing efforts and help coordinate the advertising with the
personal selling effort.
Sales promotion is an important component of a small business's overall marketing
strategy, along with advertising, public relations, and personal selling.
The American Marketing Association (AMA) defines sales promotion as "media and
non media marketing pressure applied for a predetermined, limited period of time
in order to stimulate trial, increase consumer demand, or improve product quality."
But this definition does not capture all the elements of modern sales promotion. One
should add that effective sales promotion increases the basic value of a product for a
limited time and directly stimulates consumer purchasing, selling effectiveness, or
the effort of the sales force. It can be used to inform, persuade, and remind target
customers about the business and its marketing mix.

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Limitations of Sales Promotion

Although sales promotion is an important strategy for producing quick, short-term,
positive results, it is not a cure for a bad product, poor advertising, or an inferior
sales team. After a consumer uses a coupon for the initial purchase of a product, the
product must then take over and convince them to become repeat buyers.
Consumer sales promotion techniques
Price deal: A temporary reduction in the price, such as happy hour
Loyalty rewards program: Consumers collect points, miles, or credits for

purchases and redeem them for rewards.
Price-pack deal: The packaging offers a consumer a certain percentage more

of the product for the same price (for example, 25 percent extra).
Coupons: coupons have become a standard mechanism for sales promotions.

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Rebates: Consumers are offered money back if the receipt and barcode are
mailed to the producer.
Contests/sweepstakes/games: The consumer is automatically entered into the

event by purchasing the product.
Trade sales promotion techniques
Trade allowances: short term incentive offered to induce a retailer to stock

up on a product.
Dealer loader: An incentive given to induce a retailer to purchase and display

a product.
Trade contest: A contest to reward retailers that sell the most product.
Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
Training programs: dealer employees are trained in selling the product.
Push money: also known as "spiffs". An extra commission paid to retail

employees to push products.
DISPLAY:
Display acts as a reminder to the consumers. Further in many products display may
also act as an influencer or a stimulus to purchase the product.

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MANAGEMENT PROBLEM
De-growth rate in sales at RAICHUR city
RESEARCH PROBLEM:
The effectiveness of the promotion activities
TOPIC OF THE STUDY:

The report to study the effectiveness of promotional activities carried by CocaCola Co. at RAICHUR City
PURPOSE OF THE STUDY

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To know the different types of promotion activities carried out by Coca-Cola

Co at RAICHUR City.
The impact of these promotional strategies.
To know how effective role do advertisements play to stimulate consumers

mind
SCOPE OF THE STUDY

The study is confined to the retailers and consumers at RAICHUR city only.
LIMITATIONS OF THE STUDY

Due to the time constraint the study is restricted only to the retailers at
RAICHUR City and not to the surrounding villages.
The coverage of the objective of the study is limited to the extent of the
information given by the company.

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Inspite of the above mentioned limitations, every effort has been made and the
report is prepared to the best of my knowledge.
BENEFITS OF THE STUDY

The study will confront the following:
The culture of the company.
The sales promotion carried on and the successfulness of these promotional

activities and Satisfaction level of the customers with respect to Company.
Handling customer complaints.
On the basis of the study made I will be able to give the suggestions to the
Company.

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OBJECTIVE OF THE PROJECT:
Main Objective:
To study the promotional strategies of Coco Cola Co. at RAICHUR city and to assess
its effectiveness on sales.
To achieve the above said objective the study must consist of the following
The effectiveness of advertisements.
The different sales promotional activities carried out
Key Accounts Management Strategies.

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CHAPTER-II
ORGANIZATION PROFILE
COCA COLA Pvt. Ltd

Coca-Cola originated as a soda fountain beverage in 1886
selling for five cents a glass. Early growth was impressive, but
it was only when a strong bottling system developed that CocaCola became the world-famous brand it is today

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1894 A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage
called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began
bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler
thanked him but took no action. One of his nephews already had urged that CocaCola be bottled, but Candler focused on fountain sales.
1899 The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a
business around bottling Coca-Cola. In a meeting with Candler, Benjamin F.
Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola
across most of the United States -- for the sum of one dollar. A third Chattanooga
lawyer, John T. Lupton, soon joined their venture.
1900-1909 Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling
rights to local entrepreneurs. Their efforts were boosted by major progress in
bottling technology, which improved efficiency and product quality. By 1909, nearly
400 Coca-Cola bottling plants were operating, most of them family-owned
businesses. Some were open only during hot-weather months when demand was
high.

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1916 Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with
imitators. A group representing the Company and bottlers asked glass
manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass
Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle
became one of the few packages ever granted trademark status by the U.S. Patent
Office. Today, it's one of the most recognized icons in the world - even in the dark!
1920s Bottling overtakes fountain sales

As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S.
Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit
starting in 1923. A few years later, open-top metal coolers became the forerunners of
automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola
exceeded fountain sales.
1920s and '30s International expansion

Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the
Company began a major push to establish bottling operations outside the U.S.
Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and
South Africa. By the time World War II began, Coca-Cola was being bottled in 44
countries.

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1940s Post-war growth
During the war, 64 bottling plants were set up around the world to supply the
troops. This followed an urgent request for bottling equipment and materials from
General Eisenhower's base in North Africa. Many of these war-time plants were
later converted to civilian use, permanently enlarging the bottling system and
accelerating the growth of the Company's worldwide business.
1950s Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type-the
traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and 26ounce versions. Cans were also introduced, becoming generally available in 1960.
1960s New brands introduced

Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr.
Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke
and Cherry Coke, followed by POWERaDE and Fruitopia in the 1990s. Today
scores of other brands are offered to meet consumer preferences in local markets
around the world.
1970s and '80s Consolidation to serve customers

As technology led to a global economy, retail customers of The Coca-Cola Company
merged and evolved into international mega-chains. Such customers required a new
approach. In response, many small and medium-size bottlers consolidated to better

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serve giant international customers. The Company encouraged and invested in a
number of bottler consolidations to assure that its largest bottling partners would
have capacity to lead the system in working with global retailers.
1990s New and growing markets

Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the Company invested
heavily to build plants in Eastern Europe. As the century closed, more than $1.5
billion was committed to new bottling facilities in Africa.
21st Century
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers seek
brands that honor local identity and the distinctiveness of local markets. As was true
a century ago, strong locally based relationships between Coca-Cola bottlers,
customers and communities are the foundation on which the entire business grows.
Vision
To achieve sustainable growth; we have established a vision with clear goals.

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Profit: Maximizing return to shareowners while being mindful of our overall

responsibilities.
People: Being a great place to work where people are inspired to be the best
they can be.
Portfolio: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy peoples desires and needs.
Partners: Nurturing a winning network of partners and building mutual

loyalty.
Planet: Being a responsible global citizen that makes a difference.
Mission
Everything we do is inspired by our enduring mission:
To Refresh the World... in body, mind, and spirit.
To Inspire Moments of Optimism... through our brands and our actions.
To Create Value and Make a Difference... everywhere we engage.
Values

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They are guided by shared values that they will live by as a company and as
individuals.
Leadership: "The courage to shape a better future"
Passion: "Committed in heart and mind"
Integrity: "Be real"
Accountability: "If it is to be, its up to me"
Collaboration: "Leverage collective genius"
Innovation: "Seek, imagine, create, delight"
Quality: "What we do, we do well"
Beliefs
There is much in our world to celebrate, refresh, strengthen and protect. The CocaCola Company is a vibrant network of people, in over 200 countries, putting
citizenship into action. Through our actions as local citizens, we strive every day to
refresh the marketplace, enrich the workplace, protect the environment and
strengthen our communities.
We are a local employer, with responsibility to enable our people to tap into their

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full potential; working at their innovative best and representing the diversity of the
world we serve.
We are an investor in local economies and a driver of marketplace innovation, with

a responsibility to act as a good steward of our natural environment.
And we are a local citizen, understanding our responsibility to contribute to an

improved quality of life in our communities.
Values and Commitments at The Coca-Cola Company

The reputation of The Coca-Cola Company is built on trust and respect. Our
employees and those who do business with us around the world know we are
committed to earning their trust with a set of values that represent the highest
standards of quality, integrity, excellence, compliance with the law, and respect for
the unique customs and cultures in communities where we operate.

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Our Company has always endeavored to conduct business responsibly and ethically.
We respect international human rights principles aimed at promoting and
protecting human rights
Our acknowledgment of these international principles is consistent with our
dedication to enriching the workplace, preserving the environment, strengthening
the communities where we operate.
Supplier Guiding Principles

The Supplier Guiding Principles (SGP) are a vital pillar of The Coca-Cola
Company's workplace accountability programs. These programs are driven by the
belief that good corporate citizenship is essential to our long-term business success
and must be reflected in our relationships and actions in our workplaces and the
workplaces of those who are authorized to directly supply our business.
Recognizing that there are differences in laws, customs, and economic conditions
that affect business practices around the world, we believe that shared values must
serve as the foundation for relationships between The Coca-Cola Company and its
suppliers. The Supplier Guiding Principles communicate our values and
expectations and emphasize the importance of responsible workplace policies and
practices that comply, at a minimum, with applicable environmental laws and with
local labor laws and regulations. The principles outlined below reflect the values we

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uphold in our own policies, and we expect our direct suppliers to follow the spirit
and intent of these guiding principles.
1. Freedom of Association and Collective Bargaining
Respect employees' right to join, form, or not to join a labor union
without fear of reprisal, intimidation or harassment. Where
employees are represented by a legally recognized union, establish a
constructive dialogue with their freely chosen representatives and
bargain in good faith with such representatives.
2. Prohibit Child Labor
Adhere to minimum age provisions of applicable laws and regulations.
3. Prohibit Forced Labor and Abuse of Labor
Prohibit physical abuse of employees and prohibit the use of all forms
of forced labor, including prison labor, indentured labor, bonded
labor, military labor or slave labor.
4. Eliminate Discrimination
Maintain workplaces that are free from discrimination or physical or
verbal harassment. The basis for recruitment, hiring, placement,
training, compensation, and advancement should be qualifications,
performance, skills and experience.
5. Work Hours and Wages
Compensate employees relative to the industry and local labor

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market. Operate in full compliance with applicable wage, work hours,
overtime and benefits laws, and offer employees opportunities to
develop their skills and capabilities, and provide advancement
opportunities where possible.
6. Provide a Safe and Healthy Workplace
Provide a secure, safe and healthy workplace. Maintain a productive
workplace by minimizing the risk of accidents, injury, and exposure to
health risks.
7. Protect the Environment
Conduct business in ways which protect and preserve the
environment. Meet applicable environmental laws, rules, and
regulations.
8. Compliance with Applicable Laws and Standards
Suppliers to The Coca-Cola Company and suppliers authorized by The
Coca-Cola Company are required to meet the following standards, at a
minimum, with respect to their operations as a whole:
9. Laws and Regulations
Supplier will comply with all applicable local and national laws, rules,
regulations and requirements in the manufacturing and distribution
of our products and supplies and in the provision of services.

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10. Child Labor
Supplier will comply with all applicable local and national child labor
laws.
11. Forced Labor
Supplier will not use forced, bonded, prison, military or compulsory
labor.
12. Abuse of Labor
Supplier will comply with all applicable local and national laws on
abuse of employees and will not physically abuse employees.
13. Freedom of Association and Collective Bargaining
Supplier will comply with all applicable local and national laws on
freedom of association and collective bargaining.
14. Discrimination
Supplier will comply with all applicable local and national
discrimination laws.
15. Wages and Benefits
Supplier will comply with all applicable local and nationa wages and
benefits laws.

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16. Work Hours and Overtime
Supplier will comply with all applicable local and national work hours
and overtime laws.
17. Health and Safety
Supplier will comply with all applicable local and national health and
safety laws.
18. Environment
Supplier will comply with all applicable local and national
environmental laws.
19. Demonstration of Compliance
Supplier must be able to demonstrate compliance with the Supplier
Guiding Principles at the request and satisfaction of The Coca-Cola
Company
These minimum requirements are a part of all agreements between The Coca-Cola
Company and its direct and authorized suppliers. We expect our suppliers to
develop and implement appropriate internal business processes to ensure
compliance with the Supplier Guiding Principles. The Company routinely utilizes
independent third-parties to assess suppliers' compliance with the SGP. The
assessments generally include confidential interviews with employees and on-site
contract workers. If a supplier fails to uphold any aspect of the SGP requirements,
the supplier is expected to implement corrective actions. The Company reserves the

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right to terminate an agreement with any supplier that cannot demonstrate that
they are upholding the SGP requirements.
Quality
We ensure the quality and safety of our beverages through The Coca-Cola Quality
System (TCCQS), our integrated approach to managing quality, environment,
health and safety. We continuously review TCCQS to ensure it meets the most
stringent and up-to-date global requirements related to food safety, as well as
quality management methods, industry best practices and marketplace conditions.
In our ingredient evaluation laboratories, for example, we perform precise analyses

of fruit juices and other ingredients sent to us by our suppliers, to ensure and to
improve product quality. Our processes, too, undergo constant scrutiny, to
safeguard the water we use in our products and the packaging that carries them to
our consumers. We inform and educate our business partners about our standards
so that they meet the highest quality requirements. Under TCCQS, quality is our
highest business objective and our enduring obligation.
The Coca-Cola Quality System: a worldwide initiative involving every aspect of our
business. Everyone who works for or with Coca-Cola is empowered and expected to
maintain the highest standards of quality in products, processes and relationships.
TCCQS mandates in-depth self-assessment throughout our operations, by all our

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business units. This enables us to continually raise our standards.
The latest version of our system-Evolution 3, launched in 2004-has been externally

benchmarked against international quality standard ISO 9001. It also incorporates
the Hazard Analysis Critical Control Point system.
Value Chain
Our Suppliers
Our suppliers include those business partners who supply our system with
materials, including ingredients, packaging and machinery as well as goods
and services. At a minimum, all authorized and direct suppliers must comply
with all applicable laws and regulations, including those concerning child
labor, forced labor, abuse of labor, freedom of association and collective
bargaining, discrimination, wages and benefits, working hours and overtime,
health and safety, and environmental practices. All our new agreements with
suppliers require compliance with our Supplier Guiding Principles.
Our Customers
Our customers include large, international chains of retailers and
restaurants, as well as small, independent businesses. Some of our customers
are major corporations as globally familiar as the name Coca-Cola; others
are the corner market or the local pushcart vendor.
Whether customers are large or small, we work with them to create mutual

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benefit. Helping them to grow their businesses helps to grow ours, too.
Together with our bottling partners, we serve our customers through account
management teams, providing services and support tailored to their needs.
Customer Development and Training: We provide support to smaller

customers to help make their businesses more efficient and profitable. These
centers provided training in general management, marketing, finance,
inventory management and customer service-at no cost-to more than 21,000
independent retailers in 2005.
We also work with customers to broaden the range of beverages they offer,
provide nutritional information and ensure our beverages are marketed
responsibly.

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Packaging - Why It Matters
Far from being a burden and waste, packaging adds value to products by extending
the shelf-life of goods, minimizing breakage, reducing transportation and handling
costs, safeguarding public health and providing product-use information and
convenience to the consumer. The negative perceptions of packaging simply as a
troublesome byproduct are at direct odds with the significant role it plays in society.
Recognizing the role of packaging in no way diminishes the need to further
minimize its impact on the environment. In fact, in an emerging era of scarcer
natural resources, rising energy costs and greater global environmental awareness,
companies focused on long-term success are moving beyond simply limiting impacts
and are working toward competitive packaging solutions that maximize social and
environmental value.
About Bottling
One of our great strengths is our ability to conduct business on a worldwide scale
while maintaining a local approach.
At the heart of this approach is our bottling system. Before any of our 2,400
beverage products is consumed by anybody around the world, it has to be produced,
packaged and distributed. Since we reach 6 billion consumers in over 200 countries,
our bottling system has to be the best. Our business opportunities are enormous and
our commitment to our consumers and communities is great.

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WORKING WITH THE BOTTLERS
PLANET: We act as a responsible global citizen, focused on our environment efforts

and making a difference wherever we engage.
PEOPLE: We inspire to be a great workplace where people are inspired to be the
best they can be.
PROFIT: We maximize returns to our shareowners while being mindful of our
overall responsibilities.
PORTFOLIO: We bring the global market place beverage brands that anticipate
and satisfy peoples desires and needs.
PARTNERS: We actively nurture a winning network of beverages and bottling
partners building mutual loyalty.

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Our bottling partners are local companies so they are rooted in their communities,
thinking and acting locally. They are employers, purchasers of local goods and
services, good neighbors, and, of course, producers of the world's most popular
beverages.
It's a big job, and sometimes it's done quite creatively. In Indonesia, for instance,
boats transport Coca-Cola and our other brands between the many hundreds of
islands that make up that nation. In the Amazon, where the main road is often the
river itself, water-borne distribution is also common. In some of the higher
elevations of the Andes, Coca-Cola is sometimes transported by four-legged power.
Across much of Africa, bottlers deliver to thousands of family-run kiosks and homebased stores on which local economies depend.

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Our System: How We Operate
Coca-Cola is often thought to be one brand made by one company. In reality, it is a
vibrant business system, in more than 200 countries around the world, made up of
The Coca-Cola Company and more than 300 Coca-Cola bottlers. Most of our
bottlers are independently owned and not controlled by our Company.
Together with our bottling partners, we operate the most extensive beverage
distribution system in the world. Known informally as the Coca-Cola system, this
network of 848 plants, approximately 200,000 vehicles and more than nine million
coolers and vending machines helps us to manufacture and distribute our products
to customers and consumers around the world, where our beverages are consumed
at a rate of more than 1.3 billion servings each day.
The Coca-Cola System
The Coca-Cola Company

-- Owns the global Coca-Cola brand and owns or licenses over 400 other
brands.
-- Manufactures and sells beverage concentrate and syrup to bottling and
canning operations, distributors, fountain wholesalers and some fountain
retailers.
-- Manufactures and sells some finished beverages, both carbonated and
noncarbonated.

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Our Bottling Partners

-- Combine our syrup with carbonated water or combine our concentrate
with sweetener and water and/or carbonated water (depending on the
product) to produce a finished beverage.
-- Place beverages in cans or bottles and then transport the finished
beverages to warehouses or to customer locations.
Our bottling partners operate the majority of Coca-Cola bottling and canning
operations, producing and distributing more than 80 percent of our worldwide
volume. The Coca-Cola Company also operates a limited number of bottling and
canning facilities.
Bottling partners range from international and publicly traded businesses to small,
family-owned operations. Although we invest in the majority of bottling companies,
we have a controlling ownership interest in only a small number, meaning that the
vast majority of bottlers operate with separate governance and management
structures, and in accordance with applicable laws and customs. Our relationship
with these partners is one of collaboration and support, based on mutual selfinterest, common goals and shared values. We make every effort to positively
influence environmental activities and policies throughout our bottling system and
to provide information from both our Company-owned operations and our broader
system.

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Community
We live and work in more than 200 countries and have deep roots in communities
around the world. We are connected to the lives and livelihoods of those
communities. And we are intensely committed to the economic success and
continued growth of these communities.
We contribute to economic success through our day-to-day business, by providing
jobs in our own operations as well as jobs in businesses we touch along the way. We
call it the multiplier effect, where we not only positively affect those directly
employed by our business but also create and expand businesses that do business
with us.
In addition to economic impact, we invest in local economies through substantive
and locally relevant community programs. Wherever we operate, we work with local
leaders, businesses and governments to identify community needs and aspirations.
The resulting partnerships and programs are an important part of how we
contribute to the well-being of the communities where we operate.

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Economic Impact
The Coca-Cola business is essentially a local one. With our bottling partners, we
produce our products in more than 800 plants around the world. In those plants and
other facilities, we employ local people, pay taxes to governments, pay suppliers for
goods, services and capital equipment, and support community investment
programs.
We support socioeconomic development in developing and emerging markets
through economic opportunities and wealth creation as well as technology and
knowledge transfer; local entrepreneurship; and other international investment.
Local Initiatives
The Company and our bottling partners contribute to a wide range of community
causes in countries around the world. In keeping with the local nature of our
business and the differing needs of individual communities, our approach is
primarily a local one, with community investment priorities determined on a
market-by-market basis. We work with people in communities and governmental
organizations and NGOs to create and support projects most relevant to
communities.

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Responding to Local Needs: We support a wide range of initiatives that respond to
specific local needs:
Health: Tackling such health issues as polio, tuberculosis, hepatitis,

malnutrition and hygiene education
HIV/AIDS: Educational campaigns, condom distribution, HIV/AIDS

orphanages, hospices
Micro enterprise: Supporting self-help groups, establishing funds, providing

training
Cultural heritage and the arts: Promoting the arts and artists, preserving
heritage

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COKE PRODUCTS IN INDIA:
1. Coca-cola
2. Thumps Up
3. Fanta
4. Limca
5. Maaza
6. Kinley
7. Sprite
8. Minute Maid
Out of which
a. Coca-cola, Maaza, Kinley, Sprite, Minute Maid are Coca-Cola
products
and
Thumps up, Limca, Fanta are the products of Parle which are
purchased by the Coca-Cola Co.
PROFITABLE BRANDS ARE:
300ml - Maaza, Coke, Sprite
600 ml - all brands
2 litre All brands

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STRATAS OF COCA-COLA Co. INDIA
India is been divided into three (3) stratas they are

1. North
2. South
3. Central
CEO
NORTH
SOUTH
CENTRAL
Note: Each strata/region has a Regional Vice President

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DIVISION OF THE SOUTH INDIA FOR COCA-COLA INDIA
SOUTH
(REGIONAL VICE PRESIDENT)
ANDRAPRADESH
CHENNAI
KERALA
Note: Each state has an AREA GENERAL MANAGER (A.G.M)

A.G.M. for Karnataka is Mr. Krishnan
KARNATAKA

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DIVISION FOR KARNATAKA UNIT OF COCA-COLA INDIA

The entire Karnataka unit is divided into mainly TWO (2) territories and
accordingly there is general sales manager been assigned to each territory.
1. North Karnataka
2. South Karnataka
Note : The AGM for North Karnataka is: Mr. Vilas
The AGM for South Karnataka is : Mr. Deepak
South Karnataka is further divided into
1. Bangalore city
2. Up-country consisting places like Mysore Mangalore, Tumkur, Kolar etc.

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ORGANIZATIONS SALES CHART FOR KARNATAKA
AREA GENERAL MANAGER

GENERAL SALES MANAGER
SALES MANAGER
ASSOCIATE SALES MANAGER
AREA SALES MANAGER
SENIOR SALES EXECUTIVE
EXECUTIVE
SALES OFFICER
TRAINEE SALES OFFICER
RURAL SALES PROMOTER / MARKET DEVELOPERS

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DISTRIBUTION CHANNEL OF COCA-COLA PRODUCTS FOR
RAICHUR, GADAG, HAVERI, NORH KANARA
BOTTLING PLANT (BANGALORE)
DEPOT (DHARWAD)
DISTRIBUTORS
(RAICHUR, GADAG, HAVERI, NORH KANARA)
RETAILERS
CONSUMERS
Note: For places like Bijapur and other big markets the distribution channel does
not consist of the DEPOT at Dharwad, they directly get their stock from the
Bangalore plant.

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BANGALORE PLANT DETAILS
PLANT
ACCOUNTS LOGISTICS SALES
H R MARKETING QUALITY CONTROL
The plant is divided into the following FOUR (4) departments,

1. ACCOUNTS
2. LOGISTICS
3. SALES
4. HUMAN RESOURCE
5. MARKETING
6. QUALITY CONTROL

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TYPES OF OPERATIONS UNDERTAKEN BY THE COMPANY

Coca-cola India Holding, the intermix of the company-owned bottling operations
(COBOs) and franchisee owned bottling operations (FOBOs) .
1.
COMPANY-OWNED BOTTLING OPERATIONS (COBOS): COBO refers to
the operations directly carried by the company. These COBOs have to work under
the guidelines by the Coca-Cola Co. There are three (3) COBO units in South India
they are at following places:
2.
Bangalore (Biddi)
Andhra Pradesh
Chennai
FRANCHISEE OWNED BOTTLING OPERATIONS (FOBOS): FOBOs
refers to the operations carried out by the FRANCHISERs

The plant at Hospet was initially a FOBO unit but now its been purchased by the
company and soon the company operations will start in that plant.

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DISTRIBUTORS DETAILS IN RAICHUR
Criteria for selecting the distributors:
The company looks at the prospects before permitting/authorizing for distributor.
Therefore the criterias are as follows,
He should have a godown
Vehicles
Manpower
Deposit for cases/crates at the rate of 200 each
Liquid value
Distributors in RAICHUR
1.
Trimurthi
2.
Desai
3.
Tejasvi
Number of units possessed by distributors

In season - 14 units
In off-season 6 units
* Units refers to the vehicles possessed by the distributors for local logistics

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Factors influencing the assignment of areas to distributors salesman

1. An average number of outlets the salesman effectively works on. A
salesman can handle 60 outlets on an average effectively in a day
2. Depending on the frequency of a particular route. The distributors follow
three types of frequencies they are:
a) Daily
b) Alternative days
c) Once a week
Note: Once in a week is only followed for the up country areas

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PROMOTION
Promotions help the companies to increase the sales and also to develop the market
Coca-cola Co. India provides the following promotions to enhance its sales,
Trade promotions
Consumer promotions
Promotions to the sales representatives
Advertisements
Displays

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TRADE PROMOTIONS CARRIED OUT BY COCA-COLA AT RAICHUR
THE BASIS FOR SELECTING THE OUTLET TO GIVE THE TRADE
PROMOTIONS:
The outlet needs to be a high volume outlet, i.e. that outlets which gives
maximum business in short Red Outlet
The outlet where the competition is more or the competitor is

concentrating
TYPES OF TRADE PROMOTIONS:The promotion activities purely carried out to attract the retailers to place
orders. Basically this concentrates on the PUSH MARKETING STRATEGY
1. SCHEMES:
On a case of 300 ml bottles on every Cokes product the retailers
get the scheme of 5 cases + 1 Case free. I.e. if the retailers purchase
FIVE (5) cases they get a case free.
On the case of HALF litre on every Cokes product the retailers
get 1Case + 2 half litre bottles. I.e. if the retailers purchase ONE
case of Cokes Product then they get TWO(2) half litre bottles free
On the case of 1.5 litres / 2 litres on every Cokes product the
retailers get 1Case + 1 respective litre bottle. I.e. if the retailers

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purchase ONE case of Cokes Product then they get ONE (1)
respective litre bottle free.
QUANTITY PURCHASE SCHEME (QPS):
According to this scheme the retailers get some gift articles

when they purchase certain number of cases or cross certain slabs a
month.
The first slab is of 50 cases a month
The second slab of 50 to 100 cases a month
And the third slab of above 100 cases
Note:
These schemes are not permanent in nature but they do
depend on the budget given to Executive.
Further another point to note here is there is no discount given
on the MARKET PRICE but the promotion is given only in
the form of schemes i.e. free bottles respectively on the
purchase made.
With respect to QPS there are certain conditions:
- at least 12 (twelve) warm displays
- the rack should be at least 75% full
- It should purchase all the Brand Pack

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3. COOLER PROMOTION:
Most of the outlets in the RAICHUR Market have the COOLER of Cocacola. This facilitates the basic consumer attraction. It also helps the retailers
to serve the CHILL COKE to the customers and delight its taste. Further it
also acts as stimuli to the retailers.
4. RACK PROMOTION:
The basic display that attracts the consumers and arouses their desire to
Coke is the display at the prime position. This can be easily done by placing
the Rack in the prime position. Many outlets have both the Cooler and the
rack
Recently the company has come up with the THUMP UP RACK which is to
be placed outside the Red outlets.
Note: Red outlets are those outlets which provide Coca-cola with the
maximum business.

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DETAILS ON RED OUTLETS:
The Red outlets are divided as:
1. BRONZE
2. SILVER
3. GOLD
4. DIAMOND
The Basis for the above divisions are as follows
Bronze outlets are those outlets who sell less than

299 cases a Year.
Silver outlets are those outlets who sell 300 cases to

499 cases a Year.
Gold outlets are those outlets who sell 500 cases to

799 cases a Year.
Diamond outlets are those outlets who sell 800 and

above cases a Year.

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CONSUMER SALES PROMOTION

These are the promotion activities carried out to increase the consumption by giving
various free benefits. These promotions are same throughout the country. These
promotions are decided by the Marketing Department of the Company.
The recent Consumer promotion carried is
1. PET PROMOTION:
Here the consumers get CHATPATA Cheese Balls free with the
every half litre bottle.
On every 1.5 litre and 2 litre TWO (2) cheese balls free.
2. QUANTITY PURCHASE SCHEME (Q.P.S.)
500 ml + 100 ml
2 litre + 0.25 litre

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PROMOTIONS GIVEN TO THE SALES REPRESENTATIVES

The sales people get the incentives for their hard efforts.
Further if any new outlet is opened up by them they receive the incentive on that
too.
If their targets are achieved they are apprised
The appraisal is based on Volume target and Red Scoring which is done by the third
party.

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DISPLAYS
As stated earlier display is an important factor especially with respect to the cold
drink industry. As soft-drinks are not the planned purchase goods their purchase is
initiated by the desire that arises when the consumers look at it. Hence display has a
vital role to play in it.
The company promotes display not directly but indirectly. I.e. in the Promotional
schemes provided to the retailer they do keep certain number of points to the
display. Hence they ensure prime location for Cokes Products.
Ex. The new Thumps-Up display Rack contributes 5 points to the latest promotion
given to the retailers.

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BUDGET
Budget refers to the amounts given to the executives which help them to retain their
customers (retailers) by providing them trade promotions. The budget given will
decide the nature of trade promotions to be carried out.
The budget is given on basis of COST PER CASE (C.P.C)
I.e. Suppose 1 case has 5 Rs promotion to the retailers and suppose the sales figure is
10,000 units then the budget allocated will be
Rs 5 CPC X 10,000 units
= Rs 50,000
Hence the budget keeps on increasing as the sales figure increases. Further the CPC
amount will be decided by the marketing manager concerned.

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SAMPLING
Selection of Sample:
Sampling allows us to concentrate our attention upon relatively small
number of people and hence devote more energy to ensure that the information
collected from them is accurate.
POPULATION:
People from the RAICHUR city.
SAMPLE FRAME:
Retailers and
Consumers from RAICHUR city.
SAMPLE UNIT:

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Retailers who sell Cold-drinks
Consumers of cold drinks
SAMPLING SIZE: 150 UNITS.
Out of which 100 are retailers and
50 are consumers
SAMPLE METHOD:
For retailers Stratified Sampling
For Consumers Convenient Random Sampling
RESEARCH DESIGN
The research was divided into two parts they were,
1. Survey
2. Implementation
In the month of December survey was conducted and in the remaining period
implementation was carried out.
Survey:
For the survey purpose the entire RAICHUR city was divided into three stratas,

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1. Bus stand area which had places like Bus stand, Fort road, Khade
Bazaar, Chavat galli, Shivaji Nagar etc.
2.
College Road , Tilakwadi , Vadagoan, Shahpur etc.
3.
Club road ,Sadhashiv nagar, Azam nagar, Nehru nagar, JNMC road Shiv
Basav nagar etc.
As per the route planner provided by the company the survey was conducted
through questionnaires.
Implementation
After the survey was conducted the Implementation work was carried out for the
surveyed outlets, during the remaining period i.e. 16 weeks (2 days in a week from
Jan 07 to April 07).
In this procedure the visits were made to the outlets along with the company vehicle
and seen that the different problems encountered with the outlets during the survey
were sorted out and seen to it the promotional activities were actually implemented.
The problems of display, Credit etc was known during survey. So these problems
were solved during the implementation part. The main problem of the credit due to
which the sales had fallen down was also taken into the concern and now the credit

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facility is given to all the retailers in RAICHUR city keeping in mind their past
transactions
DATA COLLECION APPROACH: Data was collected through two sources,
Primary sources:
a) Questionnaire
b) Personal interaction
Secondary sources:
a) Related information from internet:
b) Organization Report
DATA COLLECTION METHOD:
RETAILER AND CONSUMER SURVEY
PERSONAL INTERVIEW OF SALES EXECUTIVE
DATA COLLECTION TECHNIQUE:

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QUESTIONAIRE
PERSONAL INTERVIEW
MEASURMENT TECHNIQUES:
This project is analyzed with the help of SPSS software wherein the data is
analyzed with the help of
Bar Graphs
Frequency tables
Percentage tables
Cross tabs
CHAPTER-III

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FINDINGS AND RESULTS

FINDINGS FOR RETAILERS
Q1) Is the brand order maintained?
Statistics
N
Valid
Missing
100
0
Frequency Percent
Valid
Yes
No
Not
applicable
Total
60
38
2
60.0
38.0
2.0
Valid
Percent
60.0
38.0
2.0
100
100.0
100.0
Cumulative
Percent
60.0
98.0
100.0

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Is the brand order maintained
70
60
50
40
30
P e rce n t
20
10
0
yes
No
Not applicable
Is the brand order maintained
The chart shows that in 60% of the outlets the brand order is maintained and the
remaining 38% do not maintain the Brand order, and in rest 2% this question was not
applicable as they had no display.
Hence brand order is the company norm which the retailers have to maintain in order to
participate in the sales promotion contest.
Q 2) Different promotional activities given to the retailers?

Statistics
N
Valid
Valid
Missing
Schemes
No
Total
100
0
Frequency
Percent
76
24
100
76.0
24.0
100.0
Valid
Percent
76.0
24.0
100.0
Cumulative
Percent
76.0
100.0

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Different promotional activities
80
60
P e rce n t
40
20
0
Schemes
No
Different promotional activities
The above chart shows that the company is indulged in giving schemes as the
promotion to 76% of the retailers. Whereas for the remaining 24% no schemes are
given because they are not as potential as the others.
Therefore the company has to give/provide some or the other small schemes to the
remaining 24% in order to retain them because during the survey it was found that
these were dissatisfied and wished to stop the sales of coke
Q 3) Have purchased Coke's product because

Statistics
N
Valid
Missing
Valid I wanted stocks

Company
representatives
forced
Customers
100
0
Frequency
2
1
97
Percent Valid Percent Cumulative Percent

2.0
2.0
2.0
1.0
1.0
3.0
97.0
97.0
100.0

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demand
Total
100
100.0
100.0
Have purchased Coke's product because

120
100
80
60
P e rce n t
40
20
0
I w anted stocks
Customers demand
Company representati
Have purchased Coke's product because
The above chart the company has built its brand image in RAICHUR Market and
therefore there is a huge demand from the customers. Hence 97% of the retailers
purchase the Coke products because of customers demand.
Whereas 1% of the retailers purchase it due to the company representatives force
and remaining 2% purchase only for the schemes provided.
This shows that the Company is following the PULL strategy
Q 4) Do you have any problem with respect to the service of Coke?
Statistics
N
Valid
Valid
Missing
Yes
No
Total
100
0
Frequency
Percent
11
89
100
11.0
89.0
100.0
Valid
Percent
11.0
89.0
100.0
Cumulative
Percent
11.0
100.0

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Do you have any problem with respect to the service of Coke
100
80
60
P e rce n t
40
20
0
Yes
No
According to the above chart 89% of the retailers do not have any problem with respect to
the service provided by the company. But the remaining 11% retailers have the problem
with respect to the service.
Cross tabulation
Q 5) Do you have any problem with respect to the service of Coke * If 'Yes' handled on time
?
Case Processing Summary
Do you have any problem

with respect to the service
of Coke * If 'Yes' handled
on time
Cases
Valid
N
11
Percent
11.0%
Missing
N
89
Percent
89.0%
Count
Total
N
100
Percent
100.0%

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Do you have any problem with
respect to the service of Coke
Total
If 'Yes' handled on time

Agree
Disagree
4
7
Yes
Total
11
11
7.5
7.0
6.5
6.0
5.5
5.0
Count
4.5
If 'Yes' handled on
4.0
Agree
3.5
Disagree
Yes
From the surveyed outlets 11% of the retailers had some problem with respect to the
service of the company out of these 11%, 4% agree to it that their problems were handled
on time. Whereas the remaining 7% said their problems were not handled .
Therefore the company needs to concentrate on these 7% who have complaints with
respect to the companys service level. So that 100% satisfaction is achieved and better
relationship is built.
Q 6) Does the retail outlet has

Statistics
N
Valid
Missing
Valid Glow sign

Board
Cooler
Rack
No
display
100
0
Frequency
1
90
7
2
Percent Valid Percent Cumulative Percent

1.0
1.0
1.0
90.0
7.0
2.0
90.0
7.0
2.0
91.0
98.0
100.0

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Total
100
100.0
100.0
Does the retail outlet has

100
80
60
Percent
40
20
0
Glow sign Board
Cooler
Rack
No display
The above chart shows that the company has given cooler promotion to 90% of the outlets
surveyed. Remaining 1% has glow sign board, 7% has Racks and for the remaining 2 %
there was no display.
Hence it shows that the company is concentrating on displays by understanding its
importance.
Q 7) Nature of outlets
Statistics
N
Valid
Valid
Missing
Coke
Shared
Total
100
0
Frequency
Percent
8
92
100
8.0
92.0
100.0
Valid
Percent
8.0
92.0
100.0
Cumulative
Percent
8.0
100.0

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Nature of outlets
100
80
60
Percent
40
20
0
Coke
Shared
Nature of outlets
From the above chart it is clear that out of the 100 shops surveyed 92% were shared
outlets and the remaining 8% were Coke monopoly outlets.
Pepsi monopoly was not known as the survey was done only according to the list
provided by the company.
Q 8) what is the mode of payment?

Statistics
N
Valid
Valid
Missing
Cash
Credit
Total
100
0
Frequency
Percent
90
10
100
90.0
10.0
100.0
Valid
Percent
90.0
10.0
100.0
Cumulative
Percent
90.0
100.0

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Mode of payment
100
80
60
Percent
40
20
0
Cash
Credit
Mode of payment
The above chart clearly shows that the company is following cash and carry policy. Hence
90% of the shops surveyed had Cash as their mode of payment and the remaining 10%
had credit as their mode of payment.
This credit was basically followed at Shahpur area.
Cross tabulation
Q 9) Mode of payment * If 'credit' period is
Case Processing Summary
Mode of payment *
If 'credit' period is
Cases
Valid
N
10
Percent
10.0%
Missing
N
90
Percent
90.0%
Total
N
100
Percent
100.0%

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Count
If 'credit' period is
Mode of payment
Total
Credit
15days
2
2
Bill to Bill
6
6
Total
Week
2
2
10
10
If 'credit' period i
Count
15days
2
Bill to Bill
1
Week
Credit
Mode of payment
The above chart shows the details of the credit period provided to the retailers.
Out of the 10% retails shops to which credit is provided 2% shops are given 15 days
of credit, 6% are given Bill to Bill credit and remaining 2% are given a week credit.
Q 10) Would you like to take additional stock if promotions given?
Statistics
N
Valid
Valid
Missing
Yes
No
Total
100
0
Frequency
Percent
84
16
100
84.0
16.0
100.0
Valid
Percent
84.0
16.0
100.0
Cumulative
Percent
84.0
100.0

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Would you like to take additional stock if promotions given
100
80
60
Percent
40
20
0
Y es
No
Would you like to take additional stock if promotions given
The above chart clearly shows the importance of the promotions as 84% of the
retailers surveyed agree to purchase additional stock when promotion is given.
Where as remaining 16% believe that there would be no impact of promotions on
their sales.
RESULTS AND FINDINGS FOR THE CONSUMERS SURVEY

Q1) You drink Coke because
Statistics
N
Valid
Missing
50
0

Limited
Frequency Percent
Valid
Advertisement
Effect
Product Taste
Influence by
near and dear
one's
Display
Total
Valid
Cumulative
Percent
Percent
32.0
32.0
16
32.0
25
7
50.0
14.0
50.0
14.0
82.0
96.0
2
50
4.0
100.0
4.0
100.0
100.0
You drink Coke because

60
50
40
30
Percent
20
10
0
Advertisement Ef f ect
Inf luence by near an
Product Taste
Display
You drink Coke because
The above chart shows that out of 50 consumers surveyed 32% drink coke due to
the advertisement effect, 50% drink it due to its difference in taste, 14% drink it
because of the influence by near and dear ones , 4% thirst arise by seeing the
display.
Hence we say that first TASTE and second ADVERTISEMENTS play an important
role in influencing people.
Q 2) when said of soft drink ad which ad strikes your mind first ?
Statistics
N
Valid
Valid
Missing
50
0
Pepsi Products
Coke's products
Frequency
20
30
Percent Valid Percent

40.0
40.0
60.0
60.0
Cumulative Percent
40.0
100.0

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Total
50
100.0
100.0
When said of soft drink ad which ad strikes your mind first

70
60
50
40
30
Percent
20
10
0
Peps i Products
Coke's products
When said of soft drink ad which ad strikes your mind first
The above chart shows that the ads of Coke product do have a better impact
on consumers mind when compared to the Pepsi Products. Hence 40% of the
consumers say they like Pepsis ad and the remaining 60% consumers
surveyed like the ads of Cokes products and believe it has a better impact.
Q 3) Thinking Coke's products advertisement to be human specifies its life time.

Statistics
N
Valid
Missing
50
0
Frequency
Percent
Valid Percent
Cumulative Percent

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Valid
No life
Short period
Sufficient
long
Long Life
Total
2
23
17
4.0
46.0
34.0
4.0
46.0
34.0
4.0
50.0
84.0
8
50
16.0
100.0
16.0
100.0
100.0
Thinking Coke's products advertisement to be human specify its life tim

50
40
30
Percent
20
10
0
No lif e
Short period
Suf f icient long
Long Lif e
Thinking Coke's products advertisement to be human specify its life time
The above chart shows the life that the Cokes ads. have I.e. the impact of ads.
On the consumers mind. This chart shows that 4% consumers surveyed believe
that it has no life, 46% believe it has Short life, 34% believe it has sufficient long
life and remaining 16% believe it has long life.
So on an whole it can be said that the ads of Cokes products remain into the
consumers mind from short to sufficient long period.
Q 4) Does the consumer receive the consumer promotions given
Statistics
N
Valid
Missing
50
0
Frequency
Percent
Valid
Percent
Cumulative
Percent

Limited
Valid
Yes
No
Total
27
23
50
54.0
46.0
100.0
54.0
46.0
100.0
54.0
100.0
Does the consumer receive the consumer promotions given

60
50
40
30
Percent
20
10
0
Yes
No
Does the consumer receive the consumer promotions given
The above chart shows that the 54% of the consumers receive the consumers
promotion given by the company, where as the remaining 46% do believe they do
not get the promotion given.
This 46% is a too big figure hence the company executives need to pay a lot of
attention to see to it that the outlets give the necessary promotions on the cokes
product to the customers. Further the company should also make efforts why the
promotions are not given and try to solve the problem as it directly affects the
brand image.
Q 5) Do the promotions given by coke ignite your desire
Statistics
N
Valid
Missing
50
0

Limited
Valid
Frequency
Percent
24
26
50
48.0
52.0
100.0
Yes
No
Total
Valid
Percent
48.0
52.0
100.0
Cumulative
Percent
48.0
100.0
Do the promotions given by coke ignite your desire

60
50
40
30
Percent
20
10
0
Yes
No
Do the promotions given by coke ignite your desire
The above chart shows that 48% of the consumers surveyed enjoy the promotions
given by the Company. The remaining 52% do not enjoy the promotions given by
the company.
Hence the company needs to seriously think on it and provide such promotions
that attract the consumers.
Q 6) which of the promotion do you find the best?
Statistics
N
Valid
Missing
50
0

Limited
Frequency
Valid
Scratch Cards
point Games
Free Chatpata
Balls
Free Quantity
Total
Percent Valid Percent
13
1
8
26.0
2.0
16.0
26.0
2.0
16.0
28
50
56.0
100.0
56.0
100.0
Cumulative
Percent
26.0
28.0
44.0
100.0
Which of the promotion do you find the best

60
50
40
30
Percent
20
10
0
Scratch Cards
Free Chatpata Balls

point Games
Free Quantity
Which of the promotion do you find the best
The above chart shows 56% of the consumers surveyed like the free quantity
promotion, 26% like the scratch card offers, 16% like the free chatpata balls
offer, remaining 2 % like the points game.
Q 7) I will drink Coke even if promotions are not given
Statistics
N
Valid
Missing
50
0

Limited
Valid
Yes
No
Total
Frequency
Percent
27
23
50
54.0
46.0
100.0
Valid
Percent
54.0
46.0
100.0
Cumulative
Percent
54.0
100.0
I will drink Coke even if promotions are not given

60
50
40
30
Percent
20
10
0
Yes
No
I will drink Coke even if promotions are not given
The above chart shows that 54% of the consumers who will drink coke even if the
promotions are not given, remaining 46% do say they are also interested in the
promotions. This 46% of the consumers play an important role so these 46%
people show the importance of the promotions.
Q 8) I do not switch to Pepsi if coke not available with the retailer

Statistics
N
Valid
Missing
50
0

Limited
Valid
Yes
No
Total
Frequency
Percent
15
35
50
30.0
70.0
100.0
Valid
Percent
30.0
70.0
100.0
Cumulative
Percent
30.0
100.0
I do not switch to Pepsi if coke not available with the retailer

80
60
Percent
40
20
0
Y es
No
I do not switch to Pepsi if coke not available with the retailer
The above chart shows 70% of the consumers surveyed are not brand loyal that
will shift their taste if Coke is not available in the store. The remaining 30% of the
consumers surveyed are Brand Loyal who stick only to COKE.
So the availability of the product in the store is very important to maintain the
market share.
FINDINGS
The project revealed the following

1. 92% of the outlets surveyed are shared.

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2. The Brand order which is an important company norm is not followed by
38% of the retailers.
3. The company concentrates on Schemes promotion to retailers hence 76%
of the retailers surveyed gets scheme promotion and the remaining do not
get any promotion.
4. The Company is successful in building its image in the minds of the
consumers and hence is successful with its PULL STRATEGY; hence 97%
of the retailers say they purchase coke products because of customers
demand.
5. 90% of the outlets surveyed had a cooler for display.
6. The company follows cash and carry with 90% of the retailers surveyed,
but it is this policy which has severely affected its sales and in-turn market
share. The 10% credit facility is given at the places like Shahpur and
Vadgoan the credit facility is available, where as in all the other places
there is no credit facility.
7. 7% of the retailers who had service problem believe that their problems
were not handled on time.
8. 84% of the retailers surveyed believe that their stock order will increase if
trade promotions given. Hence trade promotions are very important to be
into the market as only consumers promotions will not fetch market
share. Because when the product is not available into the store the people
will shift to the competitors product

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9. The taste of the product and advertisement has considerable impact on the
sales of the product. Hence 50% of the consumers surveyed drink Coke
because of the unique and the strong taste that it has, further 32% of the
people drink it because of advertisement effect.
10. 60% of the consumers surveyed say that the ads of Coke products
advertisements are more attention catching then that of Pepsi products
ads.
11. 46% of the consumers say that the ads have short period impact on their
minds where as 34 % consumers surveyed have sufficient long time impact
of ads. On their mind. Hence the ads. are not in the position to create much
long term impact on the consumers mind.
12. 56% of the consumers are more interested in extra quantity promotion.
The other promotions given do not ignite the mind of the people; hence
52% of the consumers say the promotions given by coke do not ignite their
mind. Further only 54% of the consumers surveyed receive the promotions
given by the company.
13. Availability of stock with the retailers is very important or else the
customers will switch to Pepsi products, because 70% of the people say
they will switch to other brand if coke is not available with the distributor.

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SUGGESTIONS
1. As most of the consumers are interested in the free quantity promotion it is
suggested that the company concentrates on this more than on other
promotions like free chatpata balls etc.
2. Many retailers are availing the scheme of 5+1 and are happy with it so the
same should be continued.
3. As there was the major problem due to not giving of credit facility so to
gain back the market share the company at least has to give Bill- to -Bill
credit facility to the retailers to avail the different sales promotion given by
the company and hence increase the market share.
4. As road shows are important aspect of promotion the company should
indulge in this activity.
5. The company should have the get together of the retailers half-yearly
which will not only educate them on the policy of the company but will also
increase their brand association.
6. The ads should be made more effective so that they have a long term
impact on the consumers mind
7. 46% of the consumers surveyed do not receive the consumer promotions
given so the Company should look into the reasons for it. They can also
give certain benefits like a Re handling charges to those retailers who help
them carry out consumer promotions.
8. As 70% of the people will switch to competitors brand if Coke products
not available so it should be seen that the retailers does not fall short of the
products by having an effective distribution channel.

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CONCLUSION
Hence to conclude promotions play a very important role in any business

let it be the promotion of any kind. Therefore the company should enhance its
promotional activities to be market leaders, but carefully by concentrating more
on effective promotions because of cost incurred on them.

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CHAPTER-IV

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QUESTIONAIRE FOR CONSUMERS
1.
You drink coke because of

a) Advertisement Effect
b) Product taste
c) Influence by near and dear ones
d) Display
2. When said of soft drink ad which ad strikes your mind first

a) Pepsi products
b) Coke products
3. Thinking Cokes products advertisement to be human specify its life time.

a) No life
b) Short period
c) Sufficient long
4. Does the consumer receive the consumer promotions given

Yes
No
5. Do the promotions given by coke ignite your desire

Yes
No
6. Which of the promotion do you find the best

a) Scratch Cards
b) Points game
c) Free Chatpata Balls
d) Free Quantity (500+100)
7. I will drink Coke even if promotions are not given
Yes
No
8. I do not switch to Pepsi if coke not available with the retailer

Yes
No
d) Long

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QUESTIONAIRE FOR RETAILERS
1.
Name and address
2.
Is the brand order maintained in Coke, Lime, Juice order

Yes
3.
No
The different promotional activities carried out by Coke Co.

a) Schemes
4.
Discounts
Scratch Cards
Membership coupons
Companys representatives forced
Customers demand
Do you have any problem with respect to the service of the company
Yes
No
if Yes , handled on time

Agree
6.
Disagree

Glow sign board
7.
Cooler
Rack
Flanger
NO
What is the nature of the outlet

Coke
Pepsi
Shared
If Pepsi is it ready to be shared if promotional activities given

Yes
8.
No
What is the mode of Payment

Cash
Credit
if credit period is
15 days
9.
No
I have purchased Cokes product because

I wanted stocks
5.
Not applicable
Bill to Bill
Week
Would you like to take stocks id discounts or other promotions given.

Yes
No

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BIBLOGRAPHY:
All the information needed to complete this project is obtained from the following
sources:
1. Mr. Rajesh Coke Sales Executive for south Karnataka.
2. Company Website: www.coca-cola.com
3.
Search Engines
4. Market Developers.
5. Distributors
6. Marketing Research Book by Tull and Hawkins
7. Advertising and Promotions by Belch and Belch

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Hindustan Coca-Cola Beverages Private

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

I am very much thankful to the HR Executive of Coca Cola co Mr. Ananth

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Mr. SHOAIB MOHAMMED

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

This project report is on the A REPORT TO STUDY THE EFFECTIVENESS OF

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Increasing the efficiency of advertising in general

Determining if objectives are achieved

REASONS NOT TO MEASURE EFFECTIVENESS

Disagreements on what to test

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

The objections of creative

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Limitations of Sales Promotion

Consumer sales promotion techniques

Price deal: A temporary reduction in the price, such as happy hour

Loyalty rewards program: Consumers collect points, miles, or credits for

Price-pack deal: The packaging offers a consumer a certain percentage more

Coupons: coupons have become a standard mechanism for sales promotions.

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

Contests/sweepstakes/games: The consumer is automatically entered into the

Trade sales promotion techniques

Trade allowances: short term incentive offered to induce a retailer to stock

Dealer loader: An incentive given to induce a retailer to purchase and display

Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

Training programs: dealer employees are trained in selling the product.

Push money: also known as "spiffs". An extra commission paid to retail

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

TOPIC OF THE STUDY:

PURPOSE OF THE STUDY

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

To know the different types of promotion activities carried out by Coca-Cola

The impact of these promotional strategies.

To know how effective role do advertisements play to stimulate consumers

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

BENEFITS OF THE STUDY

The culture of the company.

The sales promotion carried on and the successfulness of these promotional

Handling customer complaints.

Synergy Institute of Management RAICHUR

Hindustan Coca-Cola Beverages Private

The effectiveness of advertisements.