Coca Cola

Of

HINDUSTAN COCA-COLA BEVERAGES PVT.LTD.GAYA

Submitted in partial fulfillment of the requirement for the award of degree

In

Master in Business Administration

(2018-2020)

NARAYAN ACADEMY OF MANAGERIAL EXCELLENCE,JAMUHAR

(GOPAL NARAYAN SINGH UNIVERSITY)

Submitted to
CHURCHILL SIR (HCCB)
Submitted by
MANISH MUNNA BHARTENDU
University roll no :- 18MBA032
NAME, JAMUHAR SASARAM

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 A
SUMMER

INTERNSHIP

REPORT

TOPIC:- OFFER OPPORTUNITY OF SELLING

PREMIUM PRODUCT

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STUDENT DECLARATION
I ,Manishmunnabhartendu, hereby declare that this Summer
Internship Project Report entitled “OFFER OPPORTUNITY OF
SELLING PREMIUM PRODUCTcoca-cola by Hindustan Coca-cola
beverages PVT. LTD in GAYA (Bihar).

At Hindustan beverages pvt. Ltd. is the result of my own efforts which

I have undergone as a part of the curriculum in MASTER IN
BUSINESS from NARAYAN ACADEMY OF MANAGERIAL
EXCELLENCE , JAMUHAR, SASARAM.it is an original work
done by my under the guidance of my external guide Mr. ROHIT
ACHARYA . INTERNAL TRAINNER ( HINDUSTAN COCO-COLA
BEVERAGES PVT.LTD GAYA). All the information provided in this
report in genuine.

MANISH MUNNA BHARTENDU

NARAYAN ACADEMY OF
MANAGERIAL EXCELLENCE (JAMUHAR)

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 Preface
Research Project is necessary part for fulfillment of PG Course. The
emphasis in the project is providing the study and an insight into Indian
FMCG

business scenario.

The research project is design of to provide on PG course get best

job experience. It given us a awesome opportunity to apply the academic
knowledge into job field and gain insights into corporate culture. This
helps in developing decision making abilities and active particulation by
the students.

I undertake my summer internship in Hindustan Coca-Cola

Beverages Pvt. Ltd. I had worked on project “Sales and promotion
strategy of Coca-Cola”.

I gained valuable experience and knowledge during the survey the

project consists of my findings offer tabulation of collected data. Then
analyzed conclusions were down and finally suggestions were put
forward.

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 ACKNOWLEDGEMENT
We think if any of us honestly reflects on who we are how we get
have. What we think we might do well and so forth. We discover a debt
to others that spans written history. The work of some unknown person
makes our lives easier every day I believe it’s appropriate to acknowledge
all of these unknown persons. But it is also necessary to acknowledge
those people we know have directly shaped our lives and our work.

In the beginning I would like to express my sincere thanks to our

respected PROF .(Mr. ALOK KUMAR) and the members of our
esteemed institute for giving me an opportunity

To take the practical experience of working life.Would like to thank all

MGR’s under whom I leant a lot about my project

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 Content
Content Page

Sl.No. Chapter No Contents Page No.

1 Chapter 1 Introduction coca cola company

2 History of Coca Cola

3 History

4 Introduction to Coca Cola Company

6 Objective of the study

7 Scope of the study

8 Chapter 2 Coca cola profile in india

9 Profile summary of coca cola

10 Coca cola in india

11 Introduction about company in india
12 The coca cola company vision and mission

13 Chapter 3 Product profile

14 HCCBPL Hierarchy
15 Brand tagline
16 Brand ambassadors

17 Pack occasion

18 Brand products
19 Activation equipment
20 Chapter 4 Marketing overview of coca cola

21 Value chain
22 Marketing mix
23 Chapter 5 Frame work of distribution channel
24 The distribution channel at coca cola
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25 Coca – cola Supply Chain Process
26 Distribution process of Coca –Cola
27 Chapter 6 Promotional activities

28 Work declaration
29 Introduction about work title
30 Promotion premises ( work location )
31 Sales and promotion
32 Practical aspects of promotional schemes
33 Topic OFFER OPPORTUNITY OF SELLING
PREMUIM PRODUCT

34 Advance skills of promoting coke products

35 Extra ordinary parameters of promoting coke
products

36 Outlet promotion channel

37 Promoting of coke products through visi
cooler

38 Scope of the sales and promotion

39 Objective of the sales and promotion
40 Chapter 7 SWOT Analysis

41 Chapter 8 Research methodology

42 Chapter 9 Data interpretation

43 Chapter 10 Facts & Conclusion

44 Chapter 11 Findings

45 Suggestion
46 Chapter 12 Questionnaire

47 Chapter 13 Bibliography

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Chapter -1

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Introduction Coca-Cola Company

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 History of Coca-Cola Company
In 1886 Coca-Cola was invented by a pharmacist named John Pemberton otherwise
known as “DOC”. He fought in the civil war and at the end at the end of the war he decided
he wanted to invent something that would bring him commercial success.

Usually everything he made failed in pharmacies. He invented many drugs, but none of
them ever made any money. So after a move to Atlanta, Pemberton decided to try his hand in
the beverage market.

In this time, the soda fountain was rising in popularity as a social gathering spot.
Temperance was keeping patrons out of bars, so marketing a soda – fountain drink just made
sense.

And this was when Coca-Cola was born.

However, Pemberton had no idea how to advertise. This is where Frank Rohinson came
in. He registered Coca-Cola’s formula with the patent office and he designed the logo. He also
wrote the slogan. “The pause that refreshers”.

Coke did not do so well in its first years and to make matters worse DOC Pemberton
died in August 1880, meaning he would never see the commercial success he had been seeking.

Asa Griggs Candler :-

After Pemberton’s death, a man named Asa Griggs candler rescued the business in 1891.
He became the sole owner of Coca-Cola.

It was when candler took over that one of the most innovative marketing techniques was
invented. He hired travelling salesmen to pass out coupons for free Coke. His goal was for
people to try the drink like it and buy it later on.

In addition to the coupons candler also decided to spread the word of Coca-Cola by
plastering logos on calendars, posters, notebooks, and bookmarks to reach customers on a large
stage. It was one step in making Coca-Cola a national brand rather than just a regional brand.

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 A controversial move on the part of candler was to sell Coca-Cola syrup as a patent
medicine claiming it would get rid of fatigue and headaches.

The 1898, however congress passed a tax in the wake of the Spanish American was the
tax was on all medicines so coca-cola wanted to be court battle. Coca-cola was no longer sold
as a drug.

History
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May 1886 sales of Coca-cola averaged nine drinks per day that first year, Dr. Pemberton sold
25 gallons of syrup shipped in bright red wooden kegs. Red has been a distinctive color
associated with the No. 1 soft drink brand ever since.

1891- Atlantaentrepreneur Mr. Chandler had acquired complete ownership of the Coca-cola
business for $ 2,300 Pemberton was forced to sell because he was in a state of poor health and
was in debt within four years. Chandler’s merchandizing flair helped expand consumption of
Coca-cola to every state and territory.

1893 – in January “Coca-cola” was registered in the US patent office.

1971 –3 million coke’s sold per day “Coca-cola” is the world’s most recognized trademark.
1919 – The Coca-cola company was sold a group of investors of $ 25 million.
1923 – The Coca-cola company was sold after the prohibition Era to Emest woodruff for 25
million dollars. He gave Coca-cola to his son. Robert woodruff who would be president for
six decades.
1925 – 6 million coke’s sold per day.
1927 – the first coca-cola radio advertisement launched.
1928 – Sales of bottled coca-cola surpassed fountain sales for the first time.
1950 – Advertising on the television began.
1961 – Sprite was introduced.
1971 – The song “I’d like to buy the world a coke” was released.
1982 – Diet coke was introduced in July.
1993 – Coca-cola exceeds 10 Billion cases sold world wide.
1996 – The summer Olympics will be held in Atlanta. Georgia the home of coca-cola. For
more than 65 years. Coca-cola has been a sponsor of the Olympics.

Introduction to Coca-cola Company

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The coca cola company is the world’s largest beverage company with almost 500 brands
ranging from the actual coca cola ® to products such as sprite ® Fanta ® Powerade ® minute
maid ® and many-many more.

The product was originally born in Atlanta. Georgia in1886 where Dr. John Smith
Pemberton a local pharmacist produced a caramel colored liquid and when it was don carried
a jug of the new product down the street to Jacob’s pharmacy here. The mixture was combined
with carbonated water and sampled by customers who all agreed this new drink was something
special so Jacob’s pharmacy put it on sale and sold it for 5 cents a glass.

Later Dr. Pemberton’s partner and bookkeeper frank Robinson invented the name and
the lettering which has been written the same way ever since.

Today the coca-cola company has been in business for 125 years employs. 139, 600
people and sells 1.6 billion beverages each day in more than 200 countries.

Objective of the study

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The main objectives for the Coca-Cola Company are to be globally known as a business
that conducts business responsibility and ethically and to accelerate sustainable growth
to operate in tomorrow's world. By having these objectives, it forms the foundation for
companies in the decision making process.

Strategies and Tactics

The Coca-Cola company aims to be globally known, they do this by targeting different
areas across the globe with different products, gaining their brand name and popularity.
All the bottling partners work closely with their customers such as convenience stores,
grocery stores, movie theaters and street vendors to create and use localized strategies
developed in partnership with the Company. Their competition with other beverage
companies are also narrowed down as they own various brands that could be possible
competition. For example, the company sells Coke without the competition of other
popular soft drink brands like Sprite and Fanta because the company owns those brands
as well. The company often reviews and evaluates their business plans and performance
to improve their earnings and analyze their competitive position in the market. They
make decisions in realigning their business models to match the objectives of the
company by using strategies and tactics in the analysis of their performance.

Scope of the company

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1. Social impact created :-Coca-cola invests in improving the retails skills life skills and
self-esteem of youth.
2. Social impact emotionally resonates with customers :- the coca cola brand connects
emotionally with consumers as a result of the program.
3. Customers :- Contributing to grater revenues for coca-cola across low income
communities.
4. Company innovates to increase scope and scale :- Increasing coca-cola to scale the
program to 100000 youth in 125 communities.
5. Overall P+L impact :- 6% income in sales.

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 Chapter -2

Coca-Cola Profile In India

Profile Summary of Coca-cola

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  Coca cola corporate company
 Type – Public
 Trade as – NYSE, DTTA Component \
S $ P 100 Component
S $ P 500 Component
 Industry - Beverage
 Founded - Atlanta Georgia U.S. Asa Griggs candler as the Coca-cola \
company
 Headquarter – Atlanta Georgia U.S. (United States)
 Area Served – Worlds wide
 Key People – Muntarkent (chairman)
James quincey (president and CEO)
 Products - Thums up, coke, sprite, Limca, Fanta, Mazza many more
products.
 Revenue – US $ 35,410 (billion) (2017).
 Operating income – US $ 7.501 (billion) (2017)
 Net income – US $ 1.248 billion (2017)
 Total Assets – US $ 87.896 billion (2017)
 Total Equity – US $ 17.072 billion (2017)
 Number of employees – 61.800 (2017)
 Website :- www.cocacolacompany.com

Coca-cola in India
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 Coca-cola was the leading soft drink brand in India until 1977 when it reft rather than
reveals its formula to the government and reduces its equity stake as required under the foreign
exchange regulation Act (FERA) which governed the operations of foreign companies in India.
After a 16 years absence coca-cola returned to India in 1993. Cementing its presence with a
deal that gave coca-cola ownership of the nation’s top soft drink brands and bottling network.

Coke’s acquisition of local popular Indian brands including Thumps up, Limca, Maaza,
Citra and Gold spot provided not only physical manufacturing bottling and distribution assets
but also strong consumer preference. This combination of local and global brands enabled
coca-cola to exploit the benefit of global branding and global trends in taste while also tapping
into traditional domestic markets.

Leading Indian brands joined the company’s international family of brands including
coca-cola diet coke, sprite and fanta, plus the Schweppes product range. In 2000 the company
launched the kinley water brand and in 2001. Shock energy drink and the powered concentrate
sun fill hit the market.

From 1993 to 2003, coca-cola invested more than US $ 1 billion in India, making it one
of the country’s top international investors by 2003, coca-cola India had won the prestigious
woodruff cup from among 22 divisions of the company based on there broad parameters of
volume, profitability and quality.

Coca-cola India achieved 39% volume growth in 2002 while the industry grew 23%
nationally and the company reached breakeven profitability in the region for the first time.

Coca-cola India announced plants to double its capacity at an investment of $ 125

million between September 2002 and March 2003.

Coca-cola India produced its beverages with 7000 local employees at its twenty seven
wholly owned bottling operations supplemented by 17 franchisee owned bottling operations
and a network of 29 contract packers to manufacture a range of products for the company.

The complete manufacturing process had a documented quality control and assurance
program including over 400 tests performed throughout the process.

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Introduction about company

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 Hindustan coca-cola beverages Pvt. Ltd. is one of the India’s largest FMCG
manufacturing and distribution companies. It is responsible for the manufacture package, sale
and distribution of beverages under the trandemarks the coca-cola company.

The company own and operates 21 factories

It also courses from and supports 11 contract packer’s plants.

A network of 4000 distributions and over 1.9 million retail outlets distribute the high
quality great tasting beverages manufactured by Hindustan coca-cola beverages.

Over the year company has focused on building world class operations based on
principles of safety profitability and solid governance to claim sustained growth.

The coca-cola company vision and mission.Mission :-

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 To refresh the world in mind, body and spirit.

To inspire movements of optimism and happiness through our brands and actions.

To create value and make a difference.

Vision :-

To achieve our mission we have developed a set of goals which we will work with our
bottlers to deliver.

1) People :- Inspiring each other to be the best we can be by providing a great place of
work.
2) Portfolio :- offering the world a portfolio of drinks brands what anticipate and satisfy
people’s desires and needs.
3) Partners :- Nurturing a winning network of partners and building mutual loyalty.
4) Planet :- Being a responsible global citizen that makes a difference by helping to build
and support sustainable communities.
5) Profile :- Maximizing long term return to shareholders, while being mindful of our
overall responsibilities.
6) Productivity :- Being a highly effective, loan and fast moving organization.

Chapter 3
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 Product Profile

Product Information of Coca cola

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BEST KNOWN DRINK IN THE WORLD In
India, Coca-Cola was the leading soft-drink till 1977
when the government policies necessitated its
departure. Coca-Cola made its return to the country in
1993 and made significant investments to ensure that the
beverage is available to more and more people, even in
the remote and inaccessible parts of the nation.

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INGREDIENTS:
CARBONATED WATER, SUGAR, ACIDITY
REGULATOR (338), CAFFEINE. CONTAINS
PERMITTED NATURAL COLOUR (150d) AND
ADDED FLAVOURS (NATURAL FLAVOURING
SUBSTANCES).

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HCCBPL HEIRARCHY

1 ASM

2 STL

7 MGR

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 BRAND TAGLTNE
 THUMS UP :- TASTE THE THUNDER
 COCA COLA :- OPEN HAPPINESS
 SPRITE :- SEEDHI BAAT NO BAKWAAS, CLEAR HAI
 LIMCA :- FRESH HO JAO
 FANTA :- GO BITE
 MAAZA :- BINA HUTHLI WALA AAM
 MINUTE MAID :- MADE WITH NATURE
 RIM ZIM :- HAR SIP MAIN MASALA
 KENLEY :- VISHWAAS KARO

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 BRAND AMBASSADORS

 THUMS UP :- RANVEER SINGH, MAHESH BABU

 THUMS UP CHARGE :- RANVEER SINGH
 FANTA :- SHRUTI HASSAN
 LIMCA :- KAREENA KAPOOR
 RIM ZIM :- KAREENA KAPOOR
 SPRITE :- SANIA MIRZA
 MAAZA :- SAMANTHA, VARUN DHAWAN
 COCA COLA :- DEEPIKA PADUKON

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New pack No men Cloture As per pack occasion :-

Category Package Consumer type 2018 2019

400ml x below For me IC Single serve
Sparking 475ml & 750ml For us OTG Sharing
Above 750ml For all FC Multi serve
Juice 350ml and below For me IC Single serve
400ml & 750ml For us OTG Sharing
Above 75ml For all FC Multi serve

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Chapter –4

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 Marketing overview of coca cola
The Coca-Cola Company is a total beverage company, offering over
500 brands in more than 200 countries and territories. In addition to the
company’s Coca-Cola brands, our portfolio includes some of the
world’s most valuable beverage brands, such as AdeS soy-based
beverages, Ayataka green tea, Dasani waters, Del Valle juices and
nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea,
innocent smoothies and juices, Minute Maid juices, Powerade sports
drinks, Simply juices, smartwater, Sprite, vitaminwater and ZICO
coconut water. We’re constantly transforming our portfolio, from
reducing sugar in our drinks to bringing innovative new products to
market. We’re also working to reduce our environmental impact by
replenishing water and promoting recycling. With our bottling partners,
we employ more than 700,000 people, helping bring economic
opportunity to local communities worldwide.

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 Value Chain of coca cola
How we do business is just as important as what we make.
We strive to do the right thing for people and the planet.
We aim to create shared opportunities in every community
we serve. This interactive graphic illustrates the major
stages in our value chain, why they matter and how we are
creating value at each stage.

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 Marketing mix

 Coca Cola Marketing Mix (4Ps) Strategy

Marketing Mix of Coca Cola analyses the brand/company which

covers 4Ps (Product, Price, Place, Promotion) and explains the Coca
Cola marketing strategy. The article elaborates the pricing,
advertising & distribution strategies used by the company.
Let us start the Coca Cola Marketing Mix:
Product:
Coca Cola product strategy in its marketing mix can be studied by
understanding its wide product range. The following products are
offered by Coca Cola globally: Coca Cola, Sprite, Fanta, Diet Coke,
Coca Cola Zero, Coca Cola Life, Dasani, Minute Maid, Ciel,
Powerade, Simply Orange, Coca Cola Light, Fresca,
GlaceauVitaminwater, Del Valle, GlaceauSmartwater, Mello Yello,
Fuze, Fuze Tea, Honest Tea, Osewalla, Powerade Zero
Coca Cola products are sold in various packaging and sizes. For
example, its core product Coke is sold in 200ml, 500ml, 1ltr, 1.5ltt
and 2ltr bottles in cans, glass and plastic bottles. The Coca Cola
logo is clearly made visible on each of these bottles and cans to
differentiate itself from Coke. The Coca Cola bottles also have
unique shapes pertaining to the brand. Coca Cola, Sprite and Fanta
have large market shares in their respective segments but their
growth is almost stagnant. Hence they generate huge cash for the
company. Minute maid has high market share and good growth
rate.

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Price:
Coca Cola follows a 2nd degree price discrimination strategy in its
marketing mix. In the sense they charge different prices for products
in different segments. The beverage market is considered to be an
oligopoly in which there are few sellers and many buyers. Coca Cola
and Pepsi are the dominant players. Coke products are priced
similar to that of Pepsi products in that particular segment. If Coke
prices its products too high as compared to Pepsi in a particular
segment, then the consumers might switch especially in developing
countries where the consumers are price sensitive. Hence both
come to an agreement of maintaining price parity in each segment.
However, Coca Cola offers discounts on bulk purchases by
sometimes even bundling the products.

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Place:
Coca Cola being in the market for more than 130 years and
operating in more than 200 countries worldwide, it has developed
excessive distribution network. The wide distribution network
highlights the place strategy in Coca Cola marketing mix. The Coca
Cola company produces the beverage using its secret formula and
transports it to the bottlers located in various parts of the globe. The
bottle shapes and sizes are predefined by the company. The bottlers
then fill the bottles with the adequate beverage and then ship it to
the carrying and forwarding agents. From there the bottles are
transported by road to the stockists, then to the distributors and
finally to the retailers from where the final consumers buy the
products. Most of the times the goods from the distributor are
transported to the wholesalers who distributes these to the retails
according to the demand on regular basis. Coca Cola has an
extensive distribution channel and its products are available in
almost all retail outlets and supermarkets across the globe. In India
Coca Cola products are made available across 2.5 million outlets.

Promotion:
Coca Cola sets the bench mark for advertising and branding. The
promotional strategy of Coca Cola focuses on aggressive marketing
through ad campaigns using media like TV, online ads, print media,
sponsorships etc. Coca Cola engages in the following major
sponsorship events like American Idol, BET Network, NASCAR,
NBA, NCAA, Olympic Games, FIFA worldcup etc. Coca Cola also
launches TV advertisements in various national languages across
the globe. In India in March 2016, Coca Cola launched “Taste the
Feeling” Campaign which seeks out to remind its customers about
the joyous and happy moments Coke brings to their lives. He was
chosen so as to connect well with the Indian youth. The ads were
telecasted frequently across various channels.

THE MARKETING MIX: THE MARKETING STRATEGY OF

COCA-COLA

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1. Product Strategy
To understand its product strategy, it is first important to know that Coca-
Cola is primarily a producer and marketer of concentrates and syrups.
These products serve as the principal raw materials for the end-user
beverage products of the company. In addition, it is also important to note
that these concentrates and syrups are sold to subsidiary or independently-
owned bottlers that are responsible for producing and packaging the final
beverage products for distribution and consumption.
Diversification is also central to the product strategy of Coca-Cola. Apart
from producing and marketing the flagship Coke brand, the company also
produces and markets other brands of non-alcoholic beverages ranging
from carbonated drinks and fruit juices to energy and lifestyle drinks.

2. Pricing Strategy
The Coca-Cola Company does not explicitly states its pricing strategy.
However, based on global operations and the specifics of its distribution
strategy, the company employs an operations-oriented pricing strategy in
which the objective is to uses price variations to match the supply and
demand in a particular regional market, as well as some aspects of profit-
oriented pricing through optimization of mass production and distribution.
Furthermore, based on its market stature and the presence of its
competitors, the company employs a specific leadership pricing tactic. Its
beverage products are more expensive than lesser popular competitors, local
producers, and new entrants. Coca-Cola can maintain this tactic because of
its competitive advantages stemming from market leadership, distribution
efficiency, and promotional capabilities.

3. Place or Distribution Strategy

products to restaurants and other food preparation businesses. Coca-Cola
follows two levels in its distribution strategy: the primary bottler-specific
distribution level and the secondary regional distribution level. The primary
level involves distributing the concentrates and syrups to various subsidiary
and independently-owned bottlers throughout the world. The secondary
level involves the bottlers distributing the final beverage products to their
respective geographical markets.

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The company also uses two routes under its secondary distribution level.
The first involves distributing the ready-to-consume products via retail
distributors such as supermarket chains, convenience stores, and kiosks
while the second involves distributing the concentrates and syrups, as well as
ready-to-consume

4. Promotion Strategy

Advertising is at the heart of the promotional strategy and of course, the

marketing strategy of Coca-Cola. The company invests heavily in
advertising using traditional mediums of communications such as print and
television, as well as other mediums and methods through digital marketing
activities and outdoor marketing campaigns. Its advertising practices are
thematic and specific. Each regional market follows its unique advertising
theme relevant to its culture or situation and in some instances, the entire
global market pursues a central theme that is relatable to all regional
markets.
Other aspects of the promotional strategy of Coca-Cola include public
relations through media relations, sales promotion such as special
offers, after-sales services including customer feedback, corporate social
responsibility, and community involvement. The company is also
remarkable for using celebrity endorsements and sponsoring public events
such as sports leagues and concerts.

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Chapter- 5

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Frame work of distribution channel

Distribution Of CocaCola Distribution System.

Innovative Distribution System Coca-Cola
distribution system operates through multiple
localchannels via its bottling plants and
distributors. The concentrates, beverage bases,
syrup that they sold to their bottlers will then be
manufactured and packed locally.

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 Chapter -6

WORK TITLE
OFFER OPPORTUINITY OF
SELLING PREMIUM
PRODUCT
Declaration of work title

Introduction of premium product

Premium pricing (also called image pricing or prestige pricing) is the practice of keeping the
price of one of the products or service artificially high in order to encourage favorable
perceptions among buyers, based solely on the price.

When a company introduces a new product, the marketing manager has to decide how to
position the product in the marketplace and which pricing strategy to use. The choice
depends on many factors: the target demographic, the price point of the product, its
psychological image, and the amount of money budgeted to promote the product. One
strategy might be to use a low price initially to penetrate a market and get an early foothold.
The premium price strategy lies at the other end of the spectrum and sets a high price for the
product.

A company could use a premium pricing strategy to establish its product as a high-quality
product in the minds of consumers.

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What is Premium Pricing?
Companies use a premium pricing strategy when they want to charge higher prices than their
competitors for their products. The goal is to create the perception that the products must have
a higher value than competing products because the prices are higher. The company is betting
that the consumer will not investigate to find out if the product is truly a higher-quality item.
Marketing managers want consumers to believe that the brand name by itself is enough to
assure them that the product is better than the competition's product.

A premium pricing strategy has the advantages of producing higher profit margins, creating
tougher barriers to entry for competitors, and increasing the brand's value for all the company's
products.
Premium Pricing Examples:-
 Rolex is a good example of a company using a premium pricing strategy to great
success. If all you want is a watch to tell time, you can buy a Timex for $28. The Timex
may even have more bells and whistles than the Rolex, but consumers are willing to pay
$10,000 for the Rolex because they perceive the product to be extremely high quality,
and it is an ultimate status symbol.
 A Honda, costing around $25,000, is reliable and will get you from Point A to Point B
at a reasonable cost. However, some consumers would rather make the trip in a Bentley,
and they're willing to pay more for it. The Bentley costs around $250,000, but the owner
believes that it is a high-quality car and is certainly more of a status symbol than a Honda
Accord.

When to Use Premium Pricing

Premium pricing is most effective in the following situations:
 Early introduction: Premium pricing can be most effectively established when a product
is first introduced to the market.
 Uniqueness: Small businesses that have unique products can differentiate their
merchandise with higher prices and a quality image.
 Luxury products: Consumers perceive that the product is a luxury product and has
exceptionally high quality or exclusive design.
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  Strong barriers to entry: If a company has spent a large amount of money to establish
its merchandise as premium products, then competitors would have to spend
considerable sums of money to position their products in the same class.
 Limited production: The seller can create exclusivity by limiting the number of products
available in the marketplace.
 No substitutes: Companies can make it difficult for competitors to copy their products
by taking strong legal steps whenever similar products appear.
 Patents: Having a patent or copyright on a design or some other unique feature of a
product is a forceful deterrent to other competitors who might want to offer similar
products.
 How to Establish Premium Pricing
Identify the features that are considered high-end and highlight those elements in your
marketing, the decor of the store, and in the dress code of the employees.
Explain the value to the customer and demonstrate why it's worth the extra money.
Go the extra mile. Find something extra in the product to offer customers.
Don't sacrifice price. If necessary, reduce prices a little for long-time customers.
 Project financial stability. Customers want to know that the company will be around for
a long time. It's part of the value image.
While it's natural to focus on and point out the weaknesses of the competition, companies have
more success with premium pricing when they concentrate on creating value that makes their
products worth the higher prices. Establishing a product with a high-priced image takes time,
money and the efforts of everyone in the business. The entire marketing program must project
high quality, and the consumer must be convinced that the product is worth every penny.

PROMOTION PREMISES
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In this age of servers completion promotion is the only marketing tools which can be
manipulated easily the reasons is that the present era is of information management and
succeeds the purpose of my study is to test electiveness of the promotional activities of coca-
cola India inc. in the present globalised economy of India to test the effectiveness of
promotional activities of coca-cola. I conducted exhaustive study and analysis of market
conditions of soft drink during my training in GAYA and BOTH GAYA and I found the
promotional activities conducted by the company are satisfactory but they need certain
improvement.

Sale and promotion

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Salespromotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short term tactic to boost sales. It is rarely suitable as a
method of building long term customer loyalty. Some sales promotions are aimed at
consumers.

Sales promotion is a category of promotional mix alongside advertising, personal selling and
public relations. The primary importance of a sales promotion is to offer an inducement to
buyers increasing sales for example advertising campaign might be used to publicize a sales
promotion strategy.

Sales promotion is the process of persuading a potential customer to buy the product. Sale
promotion is designed to be used as a short term tactic to boost sales. It is rarely suitable as a
method of building long term customer loyalty some sales promotions are aimed at customers.

Sales promotion is one of the elements of the promotional mix. Sales promotion includes
several communications activities that attempt to provide added value or incentives to
consumers wholesalers, retailers or other organizational customers to stimulate immediate
sales.

Target your effort promotions can spur purchases by established customers reel in new
customers draw customers from competitors get current customers to buy differently and
stimulate business during slow periods but rarely can one promotion accomplish all the those
objectives at once.

Sales promotion is one level or type of marketing aimed either at the consumer or at the
distribution channel (In the form of sales incentives) it is used to introduce new product clear
out inventories attract traffic and to lift sales temporarily.

Some examples of sales promotion.

(1) Discounts (2) Gifting ( 3) Coupons (4) Financing
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(5) Sampling (6) Bundling ( 7) Refunds & Rebates

(8) Exchange offers

Sales promotion is any initiative under – taken by an organization to promote an increase in

sales usage or trial of a product or service (i.e. initiatives that are not covered by the other
elements of the marketing communications or promotion mix). Sale promotions are varied.

Often they are original and creative and hence a comprehensive list of all available
techniques virtually impossible (since original sales promotions are launched daily) here are
some examples of popular sales promotions activities.

1) Buy-one-Get-one-free (BOGOF). Which is an example of a self liquidating

promotion. For example – if a loaf of bread is priced at $ 1 and cost 10 cents to
manufactured if you sell two for $ 1 you are still in profit especially if there is a
corresponding increase in sales. This is known as a PREMIUM sales promotion tactic.
2) Customer Relationship management (CRM) :- Incentives such as bonus
points or money of coupons. There are many examples of CRM from banks to
supermarkets.
3) New Media :- websites and mobile phones that support a sales promotions. T.V.
adds promote the brand products.
4) Merchandising :- additions such as dump bins point of sale materials and product
demonstrations.
5)
6) Free Gifts :-eg subway gave away a card with six spaces for stickers with each coke
bottles. Once the card was full the was given a free bottles.
7) Discounted prices :-eg – if our product price has to high which unaffordable
customer will unable to purchase, in this condition company has to give a discounted to
purchase our products.

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 8) Joint promotions :- Joint promotions have to conduct between brands owned by
a company or with another company’s brands. For example – fast food restaurants often
run sales promotions where toys relating to a specific movie release are given away with
promoted meals.

Coca-cola spends a lot of money advertising and even though the brand name is very popular
coca-cola still uses consumer sales promotion in order to attract new customers and also to
provide their existing customers with on incentive to purchase more of their product coca-cola
sponsors many events and uses those stages to promote sales. When coca cola sponsors a
sporting events for example it usually raffles tickets in some of their bottles and cans, this is a
great promotion because it applies to many different social classes from less fortunate people
whom may not be able to afford tickets to events and buy coke in order to try and provide
friendly competition amongst peers. I remember when I was younger growing up in Israel,
coke promoted itself by giving discount prices to a specific water park to whomever arrives
with a certain amount of caps and we would all buy coke instead of anything else available
because we all wanted what the premium offered us. In the present coke provides a similar
promotion of six flags amusements parks during the summer in the United States.

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 (Practical aspects)

PROMOTIONAL SCHEMES

1) Good Advertising
2) Effective incentive
3) Quality
4) Wide and deep distribution system
5) Attractive packing
6) Allotting SGA’s (Refrigerator, chest cooler table umbrella, chairs etc.) to
retailers.
7) Decorating retailer’s shop by display board, cooler merchandising, PVC
pouch, flange, dealer’s board etc.
8) Scheme
9) Promotion through restaurants and cinema hall holding.
10) Promotion through personal selling, MIT & RTM.

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 PROMOTION STRATEGTES OF COCA COLA
1. GETTING SHELVES :-
They get or purchase shelves in big departmental stores and display their products in
those shelves in that style which show their product cleared and more attractive for the
consumers.
2. EYE CATCHING POSITION:-
Salesman of the coca-cola company positions their freezers and their products in eye
catching positions. Normally they keep their freezers near the entrance of the stores.
3. UTC SCHEME :-
UTC mean under the crown scheme coca-cola often do this type of scheme and they
offer very hardly prizes in it like once they offer bicycles, caps, TV sets cash prizes etc.
This scheme is very popular among children.
4. SALE PROMOTION :- Company also does sponsorships with different college and
school’s cafes and sponsor’s their sports events and other extra curriculum activities for
getting market share.

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 Advance skills of promoting coke product :-

1. Sell MSBF (Must sale Brand Flavour)

2. Ambient Activation (Inside or out sides)
3. Cold Activation
4. Scheme and promotion/promotional communication
5. Handling retailer queries
6. Sale new pack/Focus pack
7. Use market features.
8. Channel program work.

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 EXTRA ORDINARY PARAMETERS

GREEN & RED

GREEN SCORE

100 marks + 14 marks bonus

1. Strike Rate - 20 Marks
2. Must sale single serve billing
SPK + Juice - 25 Marks + 5% Bonus
3. Must Sale Multi Serve Grocery
Outlet SPK + Juice - 15 Marks + 3% Bonus
4. Must sale all channel billing - 30 + 6% Bonus.
5. Outlet wise Revenue productivity - 10 Marks
Total - 100 Marks + 14 Marks

RED SCORE

(100 Marks)

1. Chill Equipment - 18 Marks

2. Ambient Display - 12 Marks
3. Availability - 70 Marks
Total - 100 Marks

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 OUTLET INFORMATION
1. Outlet Channel
A) Convenience
B) E & D1
C) E & D2
D) Grocery 1
E) Grocery 2
2. VPO (Volume per Outlet)
A) Platinum
B) Gold
C) Silver
D) Bronze
3. Outlet Name (XXX).

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COCA COLA COMPANY BRAND ORDERS IN VISI
COOLER

“COL – J”

C – Cola

O – Orange

L – Lime

J –Juice

COOLER SIZE

1) 7 VC
2) 9 VC
3) 15 VC
4) 20 VC
5) 30 VC

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 SCOPE OF THE SALES AND PROMTION

Scope of Sales Promotion:-As consumers have

developed a resistance to advertising, the use of sales
promotion has increased. ... The purpose of advertising is to
improve dispositions towards a brand, while the objective
of sales promotion is to translate favourable attitudes into
actual purchase.

CONCEPTUALTSATION

Theoretical Aspect of sales promotion

Objective of sales promotion

1. To stimulate the demand by popularizing product.

2. To face competition effectively
3. To keep the memory of products in mind of customers.
4. To supplement the personal selling & Advertising.
5. To establish the large market segment.

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CHAPTER -7

Page 62 of 79
 SWOT ANALYSIS
(SWOT ANALYSIS)
 Strength’s
1. World largest brand
2. Large scale of operation
3. Robust revenue grown in three segment
 Weaknesses
1. Negative publicity
2. Sluggish performance in north America
3. Decline cash flow from operation activities
 Opportunities
1. Acquisitions intense competition
2. Growing bottled water market
3. He sufficient capital to expand
 Threats
1. Intence competition
2. Dependence on bottling partners
3. Sluggish growth of carbonated beverages.

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Chapter - 8

Page 64 of 79
 Research methodology of coca cola
Research Methodology of coca-colacompany :-

 RESEARCH DESIGN :-
 Market visit with the MGR to get acquainted with the work done in the market.
 Sources of data collection.
 Primary source.
 Secondary source.
 Primary source :- Primary source of data collection were :-
1. Personal observation
2. Personal interview of MGR’s
3. Personal Interview of STL’s
4. Questionnaire filled by MGR’s
 Secondary sources :- Secondary sources of data collection were :- sales
presenter green score of MGR’s and web.

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Chapter -9

Page 66 of 79
 Data Interpretation

1.Ages

Sales
4th Qtr
9%
3rd Qtr
10%

2nd Qtr 1st Qtr

23% 58%

1.age

1stQtr 8.2
2ndQtr 3.2
3rdQtr 1.4
4thQtr 1.2

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 2.Have you drank soft drink ?

Category
1 4.3 2.4 2
Category
2 2.5 4.4 2
Category
3 3.5 1.8 3
Category
4 4.5 2.8 5
1.

14

12

10

Series 3
8
Series 2
6 Series 1

0
Category 1 Category 2 Category 3 Category 4

3 .Howcoca-cola you have drink per month ?

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 1–2
2–5
5 – 10
10 – 20
One and more every day

14

12

10

8 Series 3
Series 2
6
Series 1

0
Category 1 Category 2 Category 3 Category 4

4.people they like coke products

Category
1 4.3 2.4 2

Page 69 of 79
Category
2 2.5 4.4 2
Category
3 3.5 1.8 3
Category
4 4.5 2.8 5

4.5

3.5

2.5
Series 1
2
Series 2
1.5

0.5
0 Series 2
Category 1 Series 1
Category 2
Category 3
Category 4

Page 70 of 79
 Series 2
30

25

20

15
Series 2

10

0
05/01/2002 06/01/2002 07/01/2002 08/01/2002 09/01/2002

Page 71 of 79
Chapter- 10

Page 72 of 79
 Facts and conclusion
Facts
1. The most popular flavour in sparkling section is thum up and sprite.
2. Coca-cola is the market leader and pepsi is the market challenger.
3. Aquafina and baily is having more sales than kinley.
4. Pepsi provide more scheme and activation elements than coca-cola.
5. In the lean-season time retailers want more schemes.
6. Minute maid has not getting good response from the market.
7. Maaza is most favourableflavour in the juice section.

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Conclusion
 Coca cola is using a number of strategies
 Market penetration strategy.
 Market Development strategy.
 Product development.
 Product Development.
 Diversification strategy.
 Coca-cola has a comprehensive product portfolio in each market which is well managed
and enables the best fit.
 Coca-cola has strong competitive position of the firm in a highly attractive market.
 Coca-cola should maintain its marketing not only in its strategic approach but also in its
tactical day to day operation.

All most the coca-cola company promotion strategy has well and good to
promoting their new products, but in this phase it has part of EXECUSITION
(missing links) the MGR’s put their effective skills towards EXECUSITION there
is no one can defeat the existing place of company. Which have already existed.

SALES AND PROMOTION STRATEGY is a global project of coca-cola

company. This project is playing a prominent role for the company with the help
of this project sales of the company have been increased. Because in this project
there is one market growth representatives (MGR’s) who must ensure that visi
cooler must be on prime location. All brands must available all brands must have
displayed in brand order (COL-J).

Definitely, when sales increase then profits also increases with the help of
this SALES & PROMOTION STRATEGY project company has increased its
sales in many locations and company can measure or check the performance of
each retailers working all over the country with coca-cola company.

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At last one famous phrase used for marketing is

“COLD IS SOLD”
“JO DIKHTA HAI WO BIKTA HAI”

Page 75 of 79
 Chapter -11

Findings &suggestion
FINDINGS :-
Page 76 of 79
1. Due to flow of demand of outlet owner’s delivery of products are not
available in the outlets.
2. Range of Coca-cola brand’s flavor are not available in outlet.
3. Advertisements items are not available in the right way at top most outlets.
There is lack of activation elements in retail outlets which cost them crucial
12 marks.
4. Many outlet’s owner have complained on improperly working of cooler
which cost them so many loss.
5. Mechanics not visited the complaint outlet at a time.
6. Many outlet owners express deeply in satisfaction towards that having not
giving any discounts and offers to them.
7. Lacking services of MGR’s they are not put are effective potentials towards
customers satisfaction.

SUGGESTION :-

Page 77 of 79
 The company must try to make different brands of coca-cola available at
every retail outlet whether it is small or large otherwise consumer may go for
substitutions.
 Sales person (MGR’s) and delivery persons should properly visit the market
that stocks are available and are properly chilled in cooler.
 Activation elements plays a major role in attracting the customer company
should check the ambient elements and try to come with attractive and
creative elements.
 Display materials should be provided to the retailers on regular basis.
 The company should take steps towards replace damaged expired and BBd
(Best before date) products to maintain good relationship with the retailers.
 For better scoring in RED (Right execution Daily) score MRG’s make sure
about the stock availability of on the time delivery of the products.
 Follow up plays very essential role in sales, MGR’s must be very polite and
make good relationship with their retailers.

Chapter -12

Page 78 of 79
 Bibliography
 BOOKS :-
Marketing Management :-
Philip Kotler
Booklet of ‘Red & Green’
By HCCBPL
 Internet :-
 www.coca-cola.com
 www.hindustancoca-colabeveranges.com
 www.coca-cola.in

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