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REVIEW OF LITERATURE
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2.1 OVERVIEW
In general, the Promotion Mix of a company includes the following tools:
2. Direct Marketing: It refers to the use of mail, telephone and other non-
personal contact tools to communicate with or solicit a response from specific
customers and prospects.
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In using the sales promotion a company must establish its objectives, select
the tools develop the program, a pretest the program, implement and control it and
evaluate the results.
The specific objectives set for sales promotions will vary with the type of
the target market. For consumer promotions, objectives include
encouraging purchasing of larger sized units, building trial among non-
users and attracting switchers away from the competitor’s brands. For
trade promotions, objectives may include; including retailers to carry new
items and higher level of inventory, encouraging off-seasonal buying, of-
setting competitive promotions, building brand loyalty of retailers and
gaining entry into new retail outlets. The sales force promotions help in
encouraging support of a new product or model, encouraging more
prospecting and stimulating off-seasonal sales. But most importantly, sales
promotion should be focused on consumer relationship building.
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2.2.2 Importance of Sales Promotions :
From manufacturer point of view:
Sales promotions also let manufacturers adjust to short term changes in supply
and demand and differences in customer segments. They also let manufacturers to
experiment by varying prices. Sales promotions also lead to greater consumer
awareness of prices.
To use sales promotion, a company must set objectives, select the right tools,
develop the best program and implement it and evaluate the results.
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1. Consumer Promotion Tools: The main consumer promotion tools are as follows:
B. Coupons: Coupons are certificates that give buyers a saving when they
purchase a specified product. Coupons can be mailed, placed in advertisements or
included with other products.
D. Premiums: These are the goods offered either free or at a low cost as an
incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack).
E. Prizes: They are offers of chance to win something such as cash, trips or
goods –by luck or through extra efforts. Contests of talent and sweepstakes or draws
the most popular prize offering promotions.
I. Patronage Rewards: They are cash or other awards for the regular use of
company’s products or services. They are values (in cash otherwise) that are
proportional to one’s patronage of a certain vendor or a group of vendors. They aim at
building brand loyalty.
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A. Discounts: It is also known as price-off or off-invoice or off-list. Discounts
price cut off the list price on a particular quantity purchased during a stated time.•
B. Allowances: They are the amount offered in return for an agreement by the
retailer to feature the manufacturer’s products in some way; displays, advertising or
otherwise.
C. Free Goods: Free goods are the extra merchandise offered to middlemen
who buy a specific amount of a product. Companies also offer push money and
specialty advertising items to the middlemen.
Sales Contests
Clearly, sales promotions play an important role in the total promotion mix. To se it
well, the marketer must define the sales promotion objectives, select the best tools,
design the sales promotion program, pretest and implement the program and evaluate
its results.
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Sales promotion is a technique which has significant potential to improve
short term sales and like direct response work; its effectiveness can be tightly
measured. Although its strategic value is the subject of considerable debate,
nevertheless, it is an important tool of marketing. There are few markets or products
where it cannot be used and few brands to which it cannot be applied.
The traditional business world suggests that there are three different types of
sales promotion techniques: the push, the pull, and the combination.
(i) The push theory of sales promotion techniques supports that you promote
your goods to a retailer, who will then pass the wares along to their consumers. A
“push” promotional strategy makes use of a company's sales force and trade
promotion activities to create consumer demand for a product. The producer promotes
the product to wholesalers, the wholesalers promote it to retailers, and the retailers
promote it to consumers. A good example of "push" selling is mobile phones, where
the major handset manufacturers such as Nokia promote their products via retailers
such as Car phone Warehouse. Personal selling and trade promotions are often the
most effective promotional tools for companies such as Nokia - for example offering
subsidies on the handsets to encourage retailers to sell higher volumes. A "push"
strategy tries to sell directly to the consumer, bypassing other distribution channels
(e.g. selling insurance or holidays directly). With this type of strategy, consumer
promotions and advertising are the most likely promotional tools.
(ii) The pull theory varies by focusing on the consumer himself. Go directly
to the source to introduce your goods, and encourage a direct purchase.
A “pull” selling strategy is one that requires high spending on advertising and
consumer promotion to build up consumer demand for a product. If the strategy is
successful, consumers will ask their retailers for the product, the retailers will ask the
wholesalers, and the wholesalers will ask the producers. A good example of a pull is
the heavy advertising and promotion of children's’ toys – mainly on television.
Consider the recent BBC promotional campaign for its new pre-school programme –
the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made
and are featured everyday on digital children's channel CBeebies and BBC2.As part
of the promotional campaign, the BBC has agreed a deal with toy maker Fisher- Price
to market products based on the show, which it hopes will emulate the popularity of
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the Tweenies. Under the terms of the deal, Fisher-Price will develop, manufacture and
distribute a range of Fimbles products including soft, plastic and electronic learning
toys for the UK and Ireland.
(iii) The combination theory is a slight part of both. You may supply a
retailer with your consumable. He or she will then offer this to a customer with
incentives for shopping with them. This strategy is usually used if the distributor is
hesitant to carry a product, since it gets its required consumers without having to go to
retail outlets. “Car dealers often provide a good example of a combination strategy. If
you pay attention to car dealers’ advertising, you will often hear them speak of cash-
back offers and dealer incentives.”
Buy-One-Get-One-Free
New Media
Merchandising
Discounted prices
Free samples
Joint promotions
Finance deals
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is called trade sales promotions. However by many it is considered as ‘gimmick’
because of the unusual methods some marketers use for sales promotion.
All of these sales promotion strategies can be victorious. Your business may
choose to use one or all of them when trading your products. When working to
implement your technique, you may also want to utilize some other methods. Allow
people to try samples of your goods. Engage the free advertising of in-store
demonstrations and exhibitions. All of these can be wonderful sales advancement
strategies for your business.
Shaping: John Watson states shaping suggests that a final response can be
explained as ‘appearing after preceding acts which; taken together, constitute a chain
of successive approximations’. Shaping breaks the desired behaviours in a series of
stages and the parts are learnt in sequence.
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Priming: De Pelsmacker states, priming suggests that a short exposure to a
this all theories offer reasons why we can motivate people to buy more by offering
2.5 ADVERTISING
Advertising is any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor. It is paid communication because
the advertiser has to pay for the space or time in which his advertisement appears.
To create widespread visibility in the market and access those pockets which
are not approachable by the sales force. Quoting a customer, “Make the
customers come to you rather than trying to approach all the potential
customers.”
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As a symbol of sound financial position of the company and also to make the
statement that the company is here to stay!
To aid in easy brand recall and also create a top of mind awareness of the
brand.
Strengths :
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It offers a wide choice of channels for transmission of messages such as visual
(by sights), aural, (by ear) aural and visual.
Weakness :
It is much less effective than personal selling and sales promotion at later
stages in the buying process, e.g.: in convincing and securing action.
It is most efficient communication (very low cost per prospect) but it is least
effective as a tool of a communication.
The ultimate purpose of most advertising is to help the probability of the sale of the
product or a service. Advertising as a mode of promotion increases propensity to
purchase-moving the prospect steadily, inch-by-inch, closer to a purchase decision. Of
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course, advertising is only one of several communication forces. It moves the
consumer through successive levels such as unawareness, awareness, comprehension
or recognition, conviction (intention to buy) and action purchase.
Awareness: the prospects must become aware of the existence of the brand or
company. Awareness is the bare minimum goal of advertising.
Comprehension: the prospect must understand what the product is and what it will
do for him. Comprehension level indicates that people are not only aware of the brand
or company that they know the brand name and can recognize the package or trade
market. But they are not yet convinced that they must want to buy.
Conviction: the prospect must be mentally convinced to buy the brand or the product.
The conviction level shows brand preference and intention to buy the product in the
near future.
Action: the prospect takes meaningful action. Purchase decision is duly taken.
The media planner has to know the capacity of the major media types to deliver reach,
frequency, and impact. Media planners make their choice among media categories by
considering the following variables:
Target-Audience Media habits: for example radio and television are the most
effective media for reaching teenagers.
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A good advertisement must have the right message communicated through a
right media. It must reach the right people and prospects and that too at a right time
and at the right cost. Right timing of an advertisement needs no emphasis. It should
fulfill its sole purpose, viz., gain sale or action from the prospects and the cost of
communication should be reasonable.
It is believed by them and it wins their confidence and trust and above all it
succeeds in igniting their desire to purchase the product or service offered or
sale.
Effective advertisements take the prospect near about the point of closing the sale
so that actual sale may be easily completed by the sales force. Each advertisement
must be a unique selling proposition, invoking maximum force of persuasion to
convert a prospect into a customer.
A first motive is to obtain information that will have a high level of utility for
a person. In an advertising context, an individual will obtain product information that
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will help make better purchase decisions. Second, people may be motivated to expose
themselves to information that supports their opinions- supportive exposure-and to
avoid discrepant information. Third, there is a desire to be exposed to information that
stimulates. Finally, people are motivated to find stimuli that are interesting to them.
These motives will be examined in turn.
Strategy provides the link between advertising objectives and plans and paves
the ground for their implementation. It can be instrumental in prioritizing various
objectives, taking into account the attitudinal framework as well as corporate and
marketing goals, and the market situations and characteristics.
Advertising objectives.
Advertising budgets.
Advertising message.
Media decision.
15
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Cameras, Tablets, Gaming, Printers, Accessories, Earphones, Headphones,
Bluetooth Speaker and few other technology products.
Complete list of excluded electronics products can be viewed at nearest Ezone
Stores
Xchange Coupon Redemption valid only on furniture products within Home
Town Stores
Xchange coupons will be issued in denominations of Rs.50, Rs.100 & Rs.250
only
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CHAPTER-III
INDUSTRY PROFILE
AND
COMPANY PROFILE
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INDUSTRY PROFILE
The company's international blitz began in 1926 when company President Robert
Woodruff signed Coca-Cola as a sponsor of the 1928 Olympic Summer Games in
Amsterdam. The U.S. Olympic Team and 1,000 cases of Coca-Cola arrived at the
games by freighter. Since then, the relationship between the Olympic Games and
Coca-Cola has only grown!
Many Coca-Cola divisions around the world sponsor individual athletes or teams as
well.
1928 was also the first year the Olympic flame was lit, and women were
invited to compete.
1952 -- The Winter Games in Oslo - The local Coca-Cola bottler chartered a
helicopter for advertising. In 1952 most people had never seen anything like a
helicopter and they were utterly fascinated. At the close of the games, the
helicopter was given to the city to help direct traffic.
1964 -- The Summer Games in Tokyo - This marked the first year Coca-Cola
aided the athletes, spectators and media with guide maps, sightseeing
information and a phrase book. The idea was so popular, it was adapted for
use in Mexico City, Sapporo (Japan) and Munich.
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1996 -- The Summer Games in Atlanta - The Games' centennial, as sole
sponsor of the Olympic Torch Relay, Coca-Cola brought the flame to more
than 350 cities and towns during the 94-day run.
You may know someone who got to run with the flame! I was fortunate enough
to watch the flame's progress through Clark County, Indiana into Louisville,
Kentucky. I even got my picture taken with one of the runners, as I held the
torch!! AND I was there as the flame entered our nation's capital, Washington,
D.C. through Fairfax County, Virginia!
MODERN TRADE
Modern Trade is the process of doing business by utilizing and implementing latest
trends in the business with the help of technology to reach the target customer.Now a
day’s each and every one in the market is implementing these practices and having
successful business.Modern format retail is witnessing phenomenal growth, driven by
the impact of increasing urbanization, the new well-traveled, knowledgeable Indian
consumer and a youth-driven culture. In its official estimate for the current fiscal
ending in March, the government said that the economy, Asia's fourth largest, was
expected to grow at 9.2 per cent. All these factors are rapidly changing the needs and
aspirations of consumers. Schedules are also getting tighter, with the time for
professional commitments and regular chores getting limited. Hence, the
"convenience" factor has a major influence on purchase decisions. Modern trade, the
characteristic of which is having everything under one roof and with a great array of
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products displayed in an uncluttered fashion where the touch and feel factor prevails,
is providing an environment to access products driven by convenience and fashion.
Indiaonce again topped the world in the ACNielsen Consumer Confidence Index for
the third time in a row since the index was established in early 2005, with the highest
score of 181 in the last leg of the survey, conducted in November 2009.Strong
economic growth has brought with it new sets of Indian consumers. The booming
young adult population with unprecedented levels of disposable income is more
conscious of the latest trends and fashion. Enhanced media penetration and greater
connectivity also are making consumers more knowledgeable and discerning.Modern
trade is an old saga in India with about 7.8 million retail stores, but most of those are
traditional ones, which only recently started making way for hypermarkets,
supermarkets and specialty stores. Modern trade in India is witnessing tremendous
growth, especially in Tier I cities
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It accounts for 4 per cent of urban FMCG sales but for the top 15 metros it is about
10.7 per cent of the total FMCG sales. For South Indian metros it touches about 19
per cent, because modern trade started there a little earlier. There are more than 3,840
modern trade stores in India now.
Looking at the kind of consumer patronage a modern trade format store has in terms
of an urban population growing rich, there are a few segments in the FMCG range of
products that have experienced good growth from the modern trade format. In the
food segment, processed food products (23 per cent), impulse food products (32 per
cent) and packaged grocery (38 per cent) are the segments that have witnessed
immense growth from urban Indian modern stores. Similarly, in the home and
personal care segments it is household cleaning products (38.1 per cent), fabric care
(23 per cent) and categories related to grooming, viz. hair care (28.3 per cent),
fragrances (26 per cent) and skin/body care (23 per cent) that have recorded
considerable growth from urban modern format stores. An increasing number of
working women and nuclear families are some reasons behind the growth in the food
categories. Packaged grocery is a very convenient product for people who are busy
and hence we see it doing so well. Again the young adult population of India is
ambitious and hardworking, and has the money to spend on lifestyle. They are brand-
conscious and aware of what their counterparts in the West are wearing and buying.
No wonder products related to grooming like like skin care, hair care, and fragrances,
or, for that matter, products like household cleaners are witnessing growth. These
consumers represent the target for manufacturers and retailers, who want to capture a
share of the booming consumer markets in India. Manufacturers, on their part, are
investing aggressively to capture the minds of today's and tomorrow's generations.
With more modern format stores setting up shop in the country we are also witnessing
an expansion in these segments in terms of availability of innovative packaging sizes,
product innovation and overall ranges. Modern trade and food as a category: Food
accounts for about 48 per cent of FMCG sales in the country and for modern trade the
number is even higher, at 51.3 per cent. Like other Asia-Pacific markets, in India too,
among the processed food segments, the breakfast cereals category is exhibiting a
stupendous 40 per cent growth rate. Other growing categories are biscuits (26 per
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cent), vermicelli & noodles (28 per cent), beverages (24 per cent) and ketchup and
sauce (29 per cent). Indians have an old fascination for home-cooked food, especially
when it comes to lunch and dinner. With the changed lifestyle, the trend is changing
and people have started showing interest in ready-to-cook foods. However, even
today a majority of these consumers are willing to restrict the experiment to packaged
foods and accompaniments meant for breakfast and snack time.
Chocolates (28 per cent) and namkeens (37 per cent) are two major categories of
impulse food products showing good growth, along with packaged rice (92 per cent)
in the packaged grocery segment. Modern trade and home and personal care products
(H&PC): As far as H&PC is concerned, from modern trade it has witnessed a growth
rate of about 23 per cent, which is at par with the overall growth. Modern trade brings
with it a great shopping experience, with good product displays, making selection far
easier. Under household cleaners it is floor cleaners (88 per cent) and toilet cleaners
(37 per cent) that are growing well; in hair care, it is hair conditioners (43 per cent)
and hair oil (35 per cent), and for the skin care segment, it is skin creams (35 per cent)
that are driving the H&PC sales in modern stores. With the overall economy doing
well and basic necessities mostly taken care of, people are now keener to look and
feel good and are ready to devote time and money on that. Unlike in the past, when
there was one product used for all household cleaning, people now are willing to
experiment with specific products meant for cleaning glasses, utensils, floors,
etc.THE emergence of modern trade (or organized retail) is currently the biggest
challenge facing FMCG manufacturers, who could see increasing pressure on sales
margins as a result. Citing as an example the situation in the US where retailer Wal-
Mart is much bigger than any of the FMCG companies, he said such a scale would
give modern trade the power to negotiate. "Today, I give 13 per cent (margin).
Modern trade won't settle for anything less than 20 per cent," he said, addressing
students of the ICFAIBusinessSchool as part of a BL Club lecture.
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INTRODUCTION FOR COCA COLA COMPANY
You may know The Coca-Cola Company.as the largest beverage company with the
most extensive distribution system in the world. You may know us simply as Coca-
Cola--the world's most valuable brand and a global icon.
Let us introduce you to The Coca-Cola Company you may not know.
The Coca-Cola system's customers are the grocers, retailers, street vendors and store
owners who sell our products to our consumers. We have millions of these partners in
the more than 200 countries where we operate.
The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton.
Today, the company is the world's leading manufacturer in the beverage industry,
operating globally in more than 200 countries with its head office located in Atlanta,
USA. It produces more than 300 beverage brands and over 1.06 billion drinks are
consumed per day around the world.
Mission Statement
'Remind Coca-Cola is the real thing' but their motto now has changed to 'To benefit
and refresh everyone who is touched by our business.'
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Also Coca-Cola would hope to provide the best quality drink for everyone, all the
employees working for them being at their top and fullest. Approximately 50 billion
times a day, someone drinks a beverage. Our beverages are enjoyed more than 1.3
billion of those times. That means there are over 48 billion beverage choices to
capture. We built on our formidable assets: our brands, financial strength, unrivaled
distribution system and our people. And we have made progress toward sustainable
growth. We sharpened our focus on what the world wants to drink and why, and we
continued our efforts with local leaders to support communities around the world. We
have a lot of good news to share, and we're just getting started. The Coca-Cola
Company manufactures, distributes, and markets nonalcoholic beverage concentrates
and syrups worldwide. It principally offers sparkling and still beverages. The
company’s sparkling beverages include nonalcoholic ready-to-drink beverages with
carbonation, such as energy drinks, and carbonated waters and flavored waters. It’s
still beverages consist of nonalcoholic beverages without carbonation, including non-
carbonated waters, flavored waters and enhanced waters, juices and juice drinks, teas,
coffees, and sports drinks. The Coca-Cola Company also offers fountain syrups,
syrups, and concentrates, such as flavoring ingredients and Sweeteners. The Company
markets its nonalcoholic beverages under the Coca-Cola, Diet Coke, Fanta, and Sprite
brand names. The Coca-Cola Company also owns mineral water brands Kildevaeld
and Kurvand in Denmark and soft drink brand Hyvaa Paivaa in Finland. It sells its
finished beverage products primarily to distributors, and beverage concentrates and
syrups to bottling and canning operators, distributors, fountain wholesalers, and
fountain retailers. The company was founded in 1886 and is headquartered in Atlanta,
Georgia.
The Coca-Cola Company's products include beverage concentrates and syrups, with
the main product being finished beverages. The business has over 300 brands of
beverages around the world with the main ones being Coke, Fanta, Lift, Sprite,
Frutopia 100% Fruit Juice, and PowerAde.
The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 liters,
1.25 liters, 600mL and 300mL. These are also available in aluminum cans of
375mL.Coca-Cola is the most well-known trademark, recognized by 94 per cent of
the world's population. The business is very successful and holds a very good
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reputation. The Coca-Cola Company uses marketing strategies to differentiate its
product from its competitors to gain a competitive advantage. These are listed in the
table below.
The real story of The Coca-Cola Company lies in what we're doing today to build a
sustainable-growth business for tomorrow.
What does sustainable growth look like to us? In 2005, we mapped a long-term plan
for our business, Our Manifesto for Growth. It includes working closely with our
bottling partners in the following key areas:
People: We want to be a great place to work, where people are inspired to be the best
they can be.
Portfolio: We bring to the world beverage brands that anticipate and satisfy people's
desires and needs.
Profit: We strive to provide maximum return to our shareowners while being mindful
of our overall responsibilities.
Partners: We actively nurture a winning network of partners and build mutual loyalty.
On the pages that follow, we'll discuss how our plan is changing the way we think and
the way we operate, and you'll see evidence of the progress we're
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Barq's
Coca-Cola
Coke Zero
Dasani water
Diet Coke
Glacéau
Fanta
Fresca
Full Throttle
Fuze
Hi-C
Kinley
Lift
Lilt
Mello Yello
Minute Maid
Monster Energy distributed by Coca-Cola, made by Hansen Natural
Oasis
Odwalla
Powerade
Pibb
Relentless
Sprite
Tab
Thums Up
Urge
Vault
1886 - Drink
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Slogans from the 1900's
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1933 - Don't wear a tired, thirsty face
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Slogans from the 1960's
Coca-Cola Jingles
These Jingles are taken from '60s radio air checks.
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Slogans From the 1990's
Ads of company
A pharmacist named Dr. John Stith Pemberton invented the refreshing taste of Coca-
Cola in 1886. Concocted by a mixture of caramel-colored syrup in a three-legged
brass kettle while in his backyard. He then decided to try to “market” the drink at
Jacobs’ Pharmacy in his hometown of Atlanta, Georgia. For five-cents, customers
were able to enjoy a glass from the soda fountain. An average of nine drinks were
sold a day. In 1891 Dr. John Stith Pemberton sold Coca-Cola for 2,300 to an
entrepreneur named Asa G. Candler. Within the next four years Coca-Cola was
distributed throughout the whole nation. 1893 the Cola-cola trademark and script were
patented. The “two C’s were though to look well for advertising”. In 1899 large-scale
bottling becomes possible when Asa Candler grants Joseph B. Whitehead and
Benjamin F. Thomas exclusive rights for one dollar. But in 1919 Coca-Cola was sold
for $25million to a banker in Atlanta name Ernest Woodruff and a group of investors.
That same year, Coca-Cola sold its first share of stock for forty dollars a share.
Assuming all dividends were reinvested, those original shares would have been worth
approximately $6.7 million at the end of the year. Coca-Cola (Coke), the world’s
largest carbonated soft drink (CSD) manufacturer had built its brand over the years
through consistent and effective advertising campaigns making history over the years.
In the recent times the company had suffered serious setbacks with a number of
controversial and negative allegations leveled against it. Coke was increasingly being
associated with health hazards and was under threat in many of its key markets.
Consumption of CSD, which was its core business, had decreased and sales fell in
Western Europe, Philippines and India. Active anti-Coke movements had triggered
severe criticism from many segments of society including students, environmentalists,
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Labor-rights activists, employees and shareholders. In 2004, Neville Isdell, Coke
Chairman and CEO devised a plan to revive Coke. Called the ‘Manifesto for Growth’,
the plan included several strategic initiatives including innovation, increasing
marketing investment and introducing new products in the non Carbonated Soft Drink
market. As part of the plan to revive the Coke brand, ‘The Coke side of life’, a new
global marketing platform was launched in December 2005. The company believed
that this global campaign would return the company to its former glory. Marketing
experts were however skeptical about this. They wondered if the new marketing
campaign would help offset the myriad charges that beset Coke and help to revive the
brand.The case enables students to appreciate the advertising campaigns that helped
build the Coca-Cola Company into a strong brand. It also enables discussion on the
new campaign launched by Coke and its effectiveness in overcoming its problems.
One great earmark that the Coca-Cola Company has is helping the people of
Atlanta. They accomplish this through scholarships, hotlines, donations and
contributions. Another large accomplishment that the Coca-Cola has, is being the
first company to make and use recycled plastic bottles. One way to see all of the
achievements of the Coca-Cola company is to visit the World of Coke in Atlanta. It
houses a collection of memorabilia, samples of the products, exhibits, and many other
exciting items. All of what has been said is the basis of what Coca-Cola was built on.
Without societies help, Coca-Cola could not have become over a 50 billion dollar
business. Keep on consuming the world's favorite soft drink, Coca-Cola.
Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages
at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda
fountain counter served as a meeting place for people of all ages. Often combined
with lunch counters, the soda fountain declined in popularity as commercial ice
cream, bottled soft drinks, and fast food restaurants came to the fore.
The first soda fountain patent was granted to Samuel Fahnestock in 1819.
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In 1858, G.D. Dows invented and operated the first marble soda fountain,
which he patented in 1863.
In 1883, James W. Tufts patented a soda fountain, which he called the Arctic.
Tufts went on to become a huge soda fountain manufacturer.
On January 25, 1870, Gustavus Dows patented a modern form of the soda
fountain.
In October of 1874, Robert M. Green created the first ice cream soda.
In 1903, a revolution in soda fountain design took place with the front service
fountain patented by Dr. Heisinger.
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If the Coca-Cola company constructed a sign like the ones McDonald's uses
to count their millions of customers, by 1983 it would have read "over 1
trillion served."
If all the Coca-Cola ...
o ever produced were in 6 1/2 oz. bottles and placed end to end
they would wrap around the earth more than 11,863 times.
o sold in 1994 were in 8-ounce bottles laid end-to-end, those
bottles would reach to the moon and back 76 times.
o vending machines in the U.S. were stacked one on top of each
other, the pile would be over 450 miles high.
o ever produced were to erupt from "Old Faithful" at its normal
rate of 14,000 gallons per hour, the geyser would flow
continually for 1,577 years.
o Products sold in 1994 were flowing over Niagara Falls at its
normal rate of 1.5 billion gallons per second, the falls would
flow for three hours.
Ingredients of Coke
Carbonated Water
High Fructose Corn Syrup
Caramel Color
Phosphoric Acid
Natural Flavors
Caffeine
Description:
This company profile offers a comprehensive analysis of the organization, its
business segments, and competitors. It analyzes the business and marketing strategies
adopted by the company, toga in a competitive edge in the industry. The profile also
evaluates the strengths of the company and the opportunities present in the market.
This profile is of immense help to management consultants, analysts, market research
Organizations and corporate advisors.
The objective and scope of various sections of our company profile has been
discussed below.
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Company Summary
This section presents the key facts & figures, business description, products &
services offered and Corporate timeline of the company.
Company Analysis
It involves analysis of the company at three levels - segments, organizational structure
and ownership composition. Both business and geographic segments are analyzed
along with their recent financial performance. It further discusses the major
subsidiaries of the company and the recent merger & acquisitions.
Business Developments
This section examines the significant developments that have taken place in the
company. It is form of news analysis where the most critical company news is
discussed.
Discussion of Business Strategies
This section talks about the current and future strategies of the company. All business,
marketing, financial and organizational strategies are discussed here.
SWOT Our SWOT Analysis is a valuable step in assessing your company’s strengths,
weaknesses, opportunities, and threats. It offers powerful insight into the critical
issues affecting a business.
Financial Performance
It discusses the most recent financials of the company and also compares the
historical sales & income figures with the current and projected figures. The objective
is to evaluate the financial health of the company. The analyst opinion and stock
performance help us in evaluating the performance of the company from an investor’s
viewpoint.
Competition Synopsis
This section compares the company with its peer group. The comparable analysis and
stock movement are aimed at giving an overview of the competitive landscape in the
industry and the company’s positioning in its peer group.
34
In the soft drink industry the entry of new competitors depends on the barriers to entry
that are present, and also the reaction from existing competitors that the entrant can
expect.
35
CHAPTER IV
DATA ANALYSIS AND INTERPRETATIONS
36
This chapter presents main analysis of data collected through questionnaire
from sample size of 50 respondents. This analysis is done with the help of tables and
graphs.
Table no 4.1
Gender Distribution
Options No. of respondents Percentage
Male 20 40
Female 30 60
Total 50 100
Source: Survey
Figure no 4.1
Gender Distribution
0% 0%
40%
Male
Female
60%
Interpretation
The above table reveals that 60% of the sample respondents are female and
40% of the respondents are male.
37
4.2 Age Distribution
Table no 4.2
Age Distribution
10%
Below 25 years
14% 34%
25 to 35 years
35 to 40 years
40 above
42%
Interpretation
The above table reveals that 42% of the sample respondent are in the age group
of 25 to 35 years, 34% of the sample respondents are in the age group of below 25
years, 14% of the sample respondents are in the age group of 35 to 40 years and 10%
of the sample respondents are on the age group of above 40 years.
Hence it can be concluded that most of the sample respondents are in the age
group of 25 to 35 years.
38
4.3 Distribution of qualification
Table no 4.3
Distribution of qualification
Options No. of respondents Percentage
Under graduation 12 24
Graduation 15 30
Post graduation 18 36
Other specify 5 10
Total 50 100
Source: survey
Figure no 4.3
Distribution of qualification
10%
24% Under graduation
Graduation
Post graduation
36%
Other specify
30%
Interpretation
The above table reveals that 36% of the respondents are the post graduates,
30% of the sample respondents are the graduates, 24% of the sample respondents are
the under graduates and 10% of the sample respondents are from others.
39
4.4 Distribution of occupation
Table no 4.4
Distribution of occupation
Options No. of respondents Percentage
Govt Employee 4 8
Pvt Employee 13 26
Businessman 4 8
Student 11 22
Other Specify 18 36
Total 50 100
Source: survey
Figure no 4.4
Distribution of occupation
8%
Govt Employee
36%
26% Pvt Employee
Businessman
Student
8% Other Specify
22%
Interpretation
The above table reveals that 36% of the sample respondents are from
other specify, 26% of the sample respondents are private employees, 22% of the
sample respondents are students and 8% of the sample respondents are govt
employees and businessman’s.
0%
26%
36%
Less than Rs.20,000
Rs.20,000-Rs.40,000
8% Above Rs.40,000
Others
30%
Interpretation
The above table shows that 36% of the sample respondents are having
income of rupees less than 20,000, 30% of the sample respondents are having income
of rupees 20,000 to 40,000, 26% of the sample respondents are not having any income
and 8% of the sample respondents are having income rupees above 40,000.
41
4.6 Did you ever have COCA COLA ltd soft drink
Table no 4.6
Did you ever have COCA COLA ltd soft drink
Figure no 4.6
Did you ever have COCA COLA ltdsoft drink
Yes
No
Interpretation
The above table reveals that 100% of the sample respondents are said that
they have COCA COLA ltdsoft drink .
It can be concluded that all the sample respondents are have COCA COLA
ltdsoft drink.
42
4.7 Awareness of Brand
Table no 4.7
Awareness of Brand
Options No. of respondents Percentage
Exhibition Stalls 7 14
Friends& Relatives 35 70
News Papers 4 8
Other Specify 4 8
Total 50 100
Source: survey
Figure no 4.7
Awareness of Brand
0%
8%
14%
8%
Exhibition Stalls
Friends& Relatives
News Papers
Other Specify
70%
Interpretation
The above table shows that 70% of the sample respondents are came to
know about the COCA COLA ltdsoft drink through friends & relatives, 14% of the
sample respondents are came to know about the COCA COLA ltd soft drink through
exhibition stalls, 8% of the sample respondents are came to know about the COCA
COLA ltdsoft drink through news papers and 8% of the sample respondents are got
the information about the COCA COLA ltd soft drink through others.
43
4.8 Preference of Flavour
Table no 4.8
Preference of Flavour
Options No. of respondents Percentage
COCA COLA 12 24
ltdorange
COCA COLA 22 44
ltdleman
COCA COLA ltd100 6 12
COCA COLA 10 20
ltdleman ride
Total 50 100
Source: survey
Figure no 4.8
Preference of Flavour
0%
20%
24%
12%
44%
Interpretation
The above table it observed that 44% of the sample respondents preferred
COCA COLA ltdleman, 24% of the sample respondents preferred COCA COLA
ltdorange, 20% of the sample respondents preferred COCA COLA ltdleman ride and
12% of the sample respondents preferred COCA COLA ltd100.
It can be concluded that maximum of the sample respondents preferred to
COCA COLA ltdleman soft drink.
44
4.9 Satisfaction regarding the flavours
Table no 4.9
Satisfaction regarding the flavours
Options No. of respondents Percentage
Satisfied 33 66
Neither satisfied nor 17 34
dissatisfied
Dissatisfied 0 0
Total 50 100
Source: survey
Figure no 4.9
Satisfaction regarding the flavours
0%
0% 0%
34%
Satisfied
Interpretation
The above table shows that 44% of the sample respondents are satisfied
with the flavour of COCA COLA ltdsoft drink, 34% of the sample respondents are
neither satisfied nor dissatisfied and may none of the sample respondents are
dissatisfied with the flavours of COCA COLA ltdsoft drink.
It can be concluded that most of the respondents are satisfied with the
flavour of COCA COLA ltdsoft drink.
45
4.10 Taste of COCA COLA ltd
Table no 4.10
Taste ofCOCA COLA ltd
Options No. of respondents Percentage
Delicious 9 18
Good 26 52
Satisfied 13 26
Neither satisfied nor 2 4
dissatisfied
Total 50 100
Source: survey
Figure no 4.10
Taste ofCOCA COLA ltd
Delicious
4% 0%
18% Good
26%
Satisfied
Interpretation
The above table reveals that 52% of the sample respondents are said the
taste of COCA COLA ltdis good, 26% of the sample respondents are satisfied with
the taste, 18% of the sample respondents are said that the taste of COCA COLA
ltddelicious, 4% of the sample respondent are neither satisfied nor dissatisfied with
the taste of COCA COLA ltdsoft drink.
It can be concluded that maximum of the sample respondents are said the
taste of COCA COLA ltdis good.
46
4. 11 Satisfaction with the quality
Table no 4.11
Satisfaction with the quality
Options No. of respondents Percentage
Satisfied 34 68
Neither satisfied nor 16 32
dissatisfied
Dissatisfied 0 0
Total 50 100
Source: survey
Figure no 4.11
Satisfaction regarding the flavours
0%
0% 0%
32%
Satisfied
Dissatisfied
Interpretation
The above table depicts that 68% of the sample respondents are satisfied
with the quality of COCA COLA ltdsoft drink, 32% of the sample respondents are
neither satisfied nor dissatisfied and may none of the sample respondents are
dissatisfied with the quality of COCA COLA ltdsoft drink.
It can be concluded that most of the respondents are satisfied with the
quality of COCA COLA ltdsoft drink.
47
4.12 Available COCA COLA ltdsoft drink in the market
Table no 4.12
Available COCA COLA ltdsoft drink in the market
Option No. of respondents Percentage
Yes 50 100
No 0 0
Total 4 100
Source: survey
Figure no 4.12
Available COCA COLA ltdsoft drink in the market
00
Yes
No
50
Interpretation
The above table shows that 100% of the sample respondents are said that
COCA COLA ltdsoft drink is easily available in the market.
It can be concluded that majority of the sample respondents are said that
COCA COLA ltdsoft drink is easily available in the market.
48
4.13 Brand selection
Table no 4.13
Brand selection
Options No. of respondents Percentage
Brand name 11 22
Availability 13 26
Taste 18 36
Advertisement 8 16
Other specify 0
Total 50 100
Source: survey
Figure no 4.13
Brand selection
0%
16%
22% Brand name
Availability
Taste
36% 26% Advertisement
Other specify
Interpretation
The above table shows that 36% of the sample respondents give
importance to taste, 26% of the sample respondents gives to importance to
availability, 22% of the sample respondents gives importance to brand name, 16% of
the sample respondents gives to importance advertisement.
49
4.14 Compared to other brandedCOCA COLA ltd
Table no 4.14
Compared to other branded COCA COLA ltd
Options No. of respondents Percentage
Excellent 8 16
Good 29 58
Average 11 22
Poor 2 4
Total 50 100
Source: survey
Figure no 4.13
Compared to other branded COCA COLA ltd
4% 0%
16%
Excellent
22%
Good
Average
Poor
58%
Interpretation
The above table depicts that 58% of the sample respondents said that
COCA COLA ltdbrand is good compare to other brand, 22% of the sample
respondents said that as average, 16% of the respondents said that as excellent and 4%
of the respondents says that it is poor.
It can be concluded that most of the sample respondents says that it is good.
50
4.15 Frequency of purchasing the COCA COLA ltd
Table no 4.15
Frequency of purchasing the COCA COLA ltd
0% 0%
6%
Daily
42%
Weekly
52%
Monthly
Interpretation
The above table reveals that 52% of the sample respondents are
purchases COCA COLA ltdsoft drink on weekly, 42% of the sample respondents are
purchases COCA COLA ltdsoft drink on monthly and 6% of the sample respondents
are purchases COCA COLA ltdsoft drink daily.
51
4.16 Where do you get COCA COLA ltd
Table no 4.16
Where do you get COCA COLA ltd
Options No. of respondents Percentage
Retail shop 4 8
Kirana stores 16 32
Super market 25 50
Others specify 5 10
Total 50 100
Source: survey
Figure no 4.16
Where do you get COCA COLA ltd
0%
10% 8%
Retail shop
Kirana stores
32%
Super market
50%
Others specify
Interpretation
The above table reveals that 50% of the sample respondents are said that
COCA COLA ltdis get in super markets, 32% of the sample respondents are to get in
kirana stores, 10% of the respondents are get in other specify and 8% of the
respondents are get in retail shops.
It can be concluded that most of the sample respondents are said that COCA
COLA ltdis get in super markets.
52
4.17 Buying COCA COLA ltd what comes in your mind
Table no 4.17
Buying COCA COLA ltd what comes in your mind
Options No. of respondents Percentage
Price 4 8
Health & safety 24 48
Taste 19 38
Other specify 3 6
Total 50 100
Source: survey
Figure no 4.17
Buying COCA COLA ltd what comes in your mind
0%
6% 8%
Price
Interpretation
The above table reveals that 48% of the sample respondents preferred to
health & safety while buying COCA COLA ltdsoft drink, 38% of the sample
respondents preferred to taste while buying COCA COLA ltdsoft drink, 8% of the
sample respondents preferred to price while buying COCA COLA ltdsoft drink and
6% of the sample respondents preferred to other factors.
It can be concluded that most of the sample respondents preferred to health &
safety while buying COCA COLA ltdsoft drink.
53
4.18 Size preference
Table no 4.18
Size preference
0%
22%
32%
200ml
250ml
300ml
46%
Interpretation
The above table reveals that 46% of the respondents expressed that 250ml
is the ideal size, 32% of the respondents viewed 300ml, 32% of the respondents
opined that 200ml pack.
It can be concluded that maximum of the respondents expressed that
250ml.
54
4.19 Opinion about reasonable price
Table no 4.19
Opinion about reasonable price
Options No. Of respondents Percentage
Rs.10 13 26
Rs.50 10 20
Less 4 8
Same 23 46
Total 50 100
Source: survey
Figure no 4.19
Opinion about reasonable price
26%
Rs.10
46% Rs. 15
Less
same
20%
8%
Interpretation
The above table shows that the 46% of the respondents expressed that the
reasonable price for soft drinks is same, 26% of the respondents opined that the price
should be Rs. 10, 20% of the respondents opined that the price should be Rs. 15 and
8% of the respondents opined that the price should be less.
55
4.20 Satisfaction regarding price
Table no 4.120
Satisfaction regarding price
Options No. of respondents Percentage
Satisfied 33 66
Neither satisfied nor 15 30
dissatisfied
Dissatisfied 2 4
Total 50 100
Source: survey
Figure no 4.20
Satisfaction regarding price
0%
4%
Satisfied
30%
Neither satisfied nor
dissatisfied
Dissatisfied
66%
Interpretation
The above table shows that 66% of the respondents are satisfied with the
price of COCA COLA ltdsoft drink, 30% of the respondents are neither satisfied nor
dissatisfied with the price of COCA COLA ltdsoft drink and 4% of the respondents
are dissatisfied with the price of COCA COLA ltdsoft drink.
It can be concluded that maximum of the respondents are satisfied with the
price of COCA COLA ltdsoft drinks.
56
4.21 Comparison of price
Table no 4.21
Comparison of price
Options No. of respondents Percentage
More 2 4
Reasonable 25 50
Less 1 2
Same 22 44
Total 50 100
Source: survey
Figure no 4.21
Comparison of price
4%
More
44% Reasonable
Less
50%
Same
2%
Interpretation
The above table depicts that 50% of the respondents are said that price of
the COCA COLA ltdsoft drink is reasonable, 44% of the respondents are said that
price is same compare to other brands, 4% of the respondents are said that price is
more compared to other brands and 2% of the respondents are said that price is very
less compare to other brands.
It can be concluded that maximum of the respondents are said that price of
the COCA COLA ltdsoft drink is reasonable.
57
4.22 Shifting to some other brands
Table no 4.22
Shifting to some other brands
Source: survey
Figure no 4.22
Shifting to some other brands
0% 0%
20%
Yes
No
80%
Interpretation
The above table shows that 80% of the sample respondents are don’t want
to shift from other brand of COCA COLA ltdsoft drink and 20% of the sample
respondents are want to shift from other brand of COCA COLA ltdsoft drink.
58
4.23 Recommendation to others
Table no 4.23
Recommendation to others
Options No. of respondents Percentage
Yes 43 86
No 7 14
Total 50 100
Source: survey
Figure no 4.23
Recommendation to others
0% 0%
14%
Yes
No
86%
Interpretation
The above table reveals that 86% of the sample respondents would like to
recommend their brand of COCA COLA ltdsoft drink to others and 14% of the
sample respondents opinion that they are not willing to recommend their brand of
COCA COLA ltdsoft drink.
59
CHAPTER V
SUMMARY, FINDINGS,
CONCLUSIONS AND SUGGETIONS
60
5.2 Findings
The following are the findings of the study.
As per my analysis 42% of the respondents are in the age group between 25-
35 years.
The study shows that 36% of the respondents are other specify.
The study finds that 60% of respondents are female.
The study shows that 36% of the respondents are the post graduates.
The study shows that 36% of the respondents are having income Rs. Less than
20000.
The finding of the study depicts that 100% of the respondents are have COCA
COLA ltdsoft drink.
The study finds that 70% of the respondents are came to known about the
COCA COLA ltdsoft drink through their friends and relatives.
From the study it is found that 44% of the respondents preferred COCA
COLA ltdlemon.
The finding of the study depicts that 66% of the respondents are satisfied with
the flavors.
The finding of the study depicts that 52% of the respondents are said that the
taste of COCA COLA ltdis good.
The study shows that 68% of the respondents are satisfied with the quality of
COCA COLA ltdsoft drink.
The study shows that all the sample respondents are opined that COCA COLA
ltdsoft drink is easily available in the market.
From the study it is found that 36% of the respondents are gives the
importance to taste.
The study finds that58% of the respondents opined that COCA COLA
ltdbrand is good compare to other brand.
The study shows that 52% of the sample respondents are purchased COCA
COLA ltdsoft drink on weekly basis.
The study finds that 50% of the sample respondents opined the COCA COLA
ltdis easily to get in super market.
61
From the study it is found that 48% of the respondents preferred COCA
COLA ltdsoft drink to health and safety.
The study shows that 46% of the respondents expressed that 250ml is the ideal
size.
The study finds that 46% of the respondents opined that the price of COCA
COLA ltdsoft drink is reasonable.
The study shows that 66% of the respondents are satisfied with the price of
COCA COLA ltdsoft drink.
From the study it is found that 50% of the respondents expressed that the
comparison of price is reasonable.
The study shows that 80% of the respondents are don’t want to shift from
other brands.
The finding of the study depicts that 86% of the respondents would like to
recommend their brand of COCA COLA ltdsoft drink to others.
62
CONCLUSIONS
The following are the conclusions of the study.
It can be concluded that majority of sample respondents are female.
The study concluded that most of the respondents are having less than
Rs.20, 000 incomes.
It can be concluded that most of the respondents are post graduates.
The study concluded that all the respondents are have COCA COLA
ltdand they are came to known about the COCA COLA ltdthrough friends
and relatives.
The study concluded that most of the respondents preferred to COCA
COLA ltdlemon and they are satisfied with the flavors and prices.
The study shows that most of the respondents said that taste of COCA
COLA ltdsoft drink id good.
The study concluded that most of the respondents are satisfied with the
quality.
The study shows that the most of the respondents are agree the COCA
COLA ltdsoft drink easily available in the market.
It can be concluded that most of the respondents gives the importance to
the taste.
It can be concluded that most of the respondents says that compare to
other brand COCA COLA ltdis good, and they are purchased weekly.
The study concluded that most of the respondents are said that it is get in
super market.
The study concluded that most of the respondents preferred to health and
safety.
It can be concluded that most of the respondents bought 250ml bottle, and
they are expressed same price.
It can be concluded that most of the respondents said price of COCA
COLA ltdis reasonable.
The study concluded that most of the respondents are don’t want to shift
from other brands and they are recommended this brand to others.
63
SUGGESTIONS
64