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  1. 1. A RESEARCH PROJECT REPORT ON “ MARKETING STRATEGIES OF COCA-COLA” In partial fulfilment of the requirement for the award of the degree of “Bachelors of Management Studies” Mumbai University. SUBMITTED TO Prof.- Dr. Kamala miss SUBMITTED BY Prbind kumar Rajbher ROLL NO : 50557 RAJIV GANDHI COLLEGE SEC-9 VASHI NAVI MUMBAI
  3. 3. COCA-COLA MARKETING COMPANY STUDENT DECLARATION I PRBIND KUMAR RAJBHER a student of ICL’S COLLEGE T.Y BMS (SEM-5th ) hereby declare that the research project entitled “COCA-COLA COMPANY” in the academic year 2011-2012 information submitted is true original to the best of my knowledge Sing of student (PRBIND KUMAR) 3
  4. 4. COCA-COLA MARKETING COMPANY ACKNOWLEDGEMENT I take this opportunity with great to present before you this project on ' COCA-COLA COMPANY’ whice is a result of cooperation, hard work & good wishes of many people. I would like to thank my project guide BMS Coordination MR RAHUL KAMBLE. a great privilege for me to his constant encouragement, meticulous guidance, constructive criticism and valuable counsel through the project. I am thank to guidance and cooperation hardwork successfully of my project 4
  5. 5. COCA-COLA MARKETING COMPANY CERTIFICATE Pr: RAHUL KAMBLE hereby certify to PRBIND RAJBHER Studend of RAJIV GANDHI COLLEGE (sem: 5 th) has completed the project title 'COCA-COLA MARKETING COMPANY’ in year of (2011-2012) . the information submitted is true & original to the best of knowledge. SING BY SIR PRINCIPAL ( ) ( ) COORDINATOR COLLEGE / INSTITUTION ( ) ( ) 5
  6. 6. COCA-COLA MARKETING COMPANY TABLE OF CONTENTS Page No. Preface 08 1.Executive summary 09 2.Profile of Coca-Cola India Limited 10-46 2.1 Industrial Profile 2.2 Company Profile 2.3 Core brands in India 2.4 Advertisement and Punch lines 2.5 Fabulous facts about Coca cola 2.6 History of Coca-Cola 2.7 Coca-Cola India – our Vision, Mission 2.8 Strategy adopted by Coca-Cola 2.9 Marketing mix 2.10 Eko introduction 2.11 Awards achieved by coca-cola 6
  7. 7. COCA-COLA MARKETING COMPANY 2.12 Principles of coca-cola India 3.Introduction to Project 47-51 3.1 Objective of study 3.2 Research Methodology 3.3 Research Technique 3.4 Sampling Area 4.Data sorting, Analysis 52-60 4.1 Interpretation 5.Limitations of Study 61-63 5.1 Findings 6.Suggestions and Recommendations 64-65 7. Bibliography 66-69 8. Questionnare 70-72 9.conclusion 73-74 7
  8. 8. COCA-COLA MARKETING COMPANY PREFACE Acceptance of New challenge makes the path for future success” Today companies must urgently and critically rethink their business mission and marketing strategies. Instead of operating in a market place of fixed and known competition and stable customer preferences, today companies work in war zone of rapidly changing customer/competitor technological , advance, new law , managed trade policies and diminishing customer loyalty. Company considers the fact that today customer face a plenitude of product every category. In the face of their vast choices, customer will gravitate to the offering that best meet their individual needs and expectation. Therefore it is not surprising that today’s winning companies are those who succeed best in satisfying indeed delighting, their target customer. If they can’t bring something special to get market. They will not last long. These companies are market. They will not last long. These companies are market focused and customer driven. 8
  9. 9. COCA-COLA MARKETING COMPANY EXECUTIVE SUMMARY Doing this project was a great experience. The Coca-Cola in India has set up an independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by virtue of sellout decision of the passed managing director Sh. S.C.Agarwal. Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was there in India till 1977. In toady’s market the Coca-Cola hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market. Being a capital & biggest business center of India I choose the area of Delhi to conduct my study and to get lot of exposure & various opportunities to meet different kind of customers. This project has been under taken to study the availability of complete range of Coca-Cola products to retail outlets. To conduct the detail study of my project, I worked for a distributor in south Delhi. During the training period I covered the whole market of center Delhi and gathered the information from retail outlets regarding the availability of whole range of Coca-Cola products. After getting the information, I list out those retail outlets and getting the response regarding the various promotional schemes of coke and other. 9
  11. 11. COCA-COLA MARKETING COMPANY INDUSTRIAL PROFILE Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market. Various national & multinational firms are engaged in soft drink market due to increase in its demand day by day. As far as INDIA soft drink market is concerned there are major company’s engaged having a big completion to capture the soft drink market are namely Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian Market. Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising. During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc. At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputationfor merchandising. He and his staff recognized that the main hope lay transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer. 11
  12. 12. COCA-COLA MARKETING COMPANY Soft drink industry is one of the fastest growing industries in India. The basic idea behind the rapid growth of this industry is due to following reasons: 1. The great corporate war between Coke & Pepsi, who left no stone unturned, for monopolizing the India Soft Drink market. 2. The basic ideology of these two giants is to promote soft drinks as a food item in India hold. 3. The long hot summers in India have increased the consumption of soft drinks. 12
  13. 13. COCA-COLA MARKETING COMPANY COMPANY PROFILE Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking product among Indians. The Coca-Cola in India has setup an independent organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout decision of the passed managing director Sh. S. C. Aggarwal. Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C, looking after all its affairs under company owned bottling plant to establish integrated marketing system in the area. In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This plant has more sophisticated equipments, then the plant at Najibabad. 13
  15. 15. COCA-COLA MARKETING COMPANY CORE BRANDS : Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world. Sprite: In 1961, a citrus-flovered drink made its U.S debut, using “Sprite Boy “as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the world’s most popular lemon-lime soft drink. Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when it was used for a few year for a soft drink created from available materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “orange drink we know today. It is now the trademark name for a line of flavored drinks around the world. Diet coke: The extension of the coca-cola name began in 1982 with the introduction of diet coke (also called coca-cola light in some countries). Diet coke quickly become the number – one selling low –calorie soft drink in the world. 15
  16. 16. COCA-COLA MARKETING COMPANY BRAND IN INDIAN ORIGIN GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c, and acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers LIMCA: It is thirst-quenching beverage features a fresh and light lemon- lime taste and lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola company in 1993. MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juict & natural mango taste. THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola. 16
  19. 19. COCA-COLA MARKETING COMPANY ADVERTISEMENT AND PUNCH LINE OF COCA-COLA 1936 - It’s The Refreshing Thing To Do . 1942 - It’s The Real Thing . 1943 - Global High Sign. 1959 - Be Really Refreshed. 1962 - Thing Go Better With Coke. 1969 - It’s the Real Thing. 1970 - I`D Like To Buy The World A Coke . 1976 - Coke Add Life . 1982 - Coke Is It . 1986 - Catch The Wave. 19
  20. 20. COCA-COLA MARKETING COMPANY 1989 - You Can’t Beat the Feeling. 1993 - Always Coca-Cola 1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola. 1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy. 2000 - I Want Hritik And I Want Coke. 2002 - Thanda Matlab Coca-Cola . 2003 - Jiyo Thanda Piyo Thanda . 2011 - Big Coca-Cola . 20
  22. 22. COCA-COLA MARKETING COMPANY 1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial – Nagoya building in front of the Nagoya railway station. The sing is a double sphere constructed from more then 46 tone of steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle, while the inner sphere portrays a comic scene with twinkling planets and stars. 2. One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles. 3. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in Cartersville, Georgia. 4. Coca-cola is one of the world’s most recognizable trademarks recognized in countries that account for 98 percent of the world’s population. 5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were distributed to each person in the world. There would be 678 bottles or over 42 gallons for each person. 6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and end to end to from a lane highway, it would wrap around the earth 82 times. 22
  24. 24. COCA-COLA MARKETING COMPANY Dr. John S. Palmerton in Atlanta, Georgia invented Coca-Cola in May 1886. the name “Coca-Cola” was suggested by Dr. Pemberton’s bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today. Willis Venable first sold Coca- Cola at an average of nine drinks a day, adding up to a total sales for that year of $50 since the year’s expenses were just over $70, Dr. Pemberton took a loos. Today products of the Coca-Cola Company are consumed at the rate of more than one billion drinks per day. 24
  25. 25. COCA-COLA MARKETING COMPANY YOUR HEALTH AND OUR BEVERAGES There is growing confusion about what constitutes a health diet. With so mush conflicting information available about health and nutrition, it can be very difficult to determine what is accurate and what is not. The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy diet incorporates the basic principles of variety, balance and moderation without sacrificing enjoyment. HEALTH AND OUR BEVERAGES --- THE FACTS • Soft drinks do not contribute to diabetes. • The caffeine and phosphoric acid in soft drinks does not affect bone health • The sugar in soft drinks does not cause children to be hyperactive. • The consumption of soft drinks has not affected calcium consumption. • Sugar consumption has not been shown to cause obesity. • The amount of sugar and calories in soft drinks is about the same as many fruit juices 25
  26. 26. COCA-COLA MARKETING COMPANY COCA-COLA INDIA-OUR VISION Provide exceptional strategic leadership on the Coca-Cola India system, resulting in customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly profitable Coca-Cola corporate branded beverages system. THE COCA-COLA-MISSION “THE BEST GLOBAL COMPANY” The mission of Coca-Cola Co. is to increase shareowner value over time. The Co. accomplishes the mission by working with its business partners to deliver satisfaction and values to its customers, through world wide system of superior brands and services, thus increasing brand equity on a global basis, create consumer products, services and communications, customer service and bottling strategies, process and tools in order to create competitive advantage and deliver superior value. 26
  28. 28. COCA-COLA MARKETING COMPANY The Coca Cola Company is global player and approximately 70 percent of its volume and80 percent of its profit come from outside the United State Of America. Although it was perceived as a standardized brand across the world, Coca Cola had been quietly fine turning its international marketing strategies to suit the needs of individual national markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin American and Europe, where a heavy consumer preferred existed for lemon lime and orange sodas. Coke had developed a wide range of formulations and flavors to cater the needs of different countries. In Indonesia Coke had been selling pineapple and banana flavored sodas which had been carefully developed to suit local preferences. In Japan, Coca-Cola had added a coffee drink called Georgia and energy healthy drink named Aquarius to its product line. In India, the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in 1993. 28
  30. 30. COCA-COLA MARKETING COMPANY Marketing mix of any organization consists of 4 ps i.e. Product, price, place and promotion having its own significance, that varies from one organization to the other. in coca – cola the information about all the 4 P`s that can be available to me is given here: PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given in the table. Product strategy of the coca-cola is to promote all brands available in the brand packs and to introduce the product in new flavor is also introduced. PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but as done for the different product of the company, company has priced the product same as that of its major competitor or the market leader. PLACE: the coca-cola company in India is governed from its corporate office located at Gurgaon in Haryana . It governs the working of five zones covering whole India these zones are – north zone , eastern zone , western – zone , southern zone and Andhra Pradesh zone . These zones are divided in to various. Plant, which govern the area assigned to them. The area is the various distribution centers called distributors and C&F agents. Then come the retailers / customer for the company’s product, 30
  31. 31. COCA-COLA MARKETING COMPANY They receive good from distributor and c&f agent. Finally consumer is there, having the product from the consumer’s shops or delivered to their home, it is more clearly visible through this chart. The coca-cola company, which gave its reach to the mouth of billion of people all around the world having a wide distribution, network. In India, the pace and Speed at which coca-cola has widened its business is really amazing. Distribution network is the biggest strength of the company. PROMOTION: this past of the marketing is playing a very vital and important role in the current situation in India . Looking at the competition and promotion and advertising budget of both the companies coca-cola and Pepsi, one can easily estimate the importance of this. The promotion mix of coca-cola is divided in to top line promotion and below the line promotion. Top line promotion includes the promotion designed and done by the company’s corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and other p-s done by the company simultaneously all around India with no difference in designs etc fall in this category . Below the line promotion includes the promotion schemes, publicity material, POS display done by the company from zonal, plant, sale manager and area sales manager level. At the sales manager and area sales manager level the promotion done exclusively for the cities in their respective area and other POS display. 31
  33. 33. COCA-COLA MARKETING COMPANY Eko ---- introduction In Coca-Cola India we have been implementing an environment management system - Coca-Cola India eKO Management System - to be used as a tool to translate all the five eKO policies into action in our day to day operation. The environmental management is Institutionalized and integrated in annual business planning cycle by this eKO management system. Views of all stakeholders including outside world are taken into consideration while setting annual environmental objectives. The eKO Management System ensures that all Coca-Cola associates assume responsibility in ensuring that the environmental objectives/targets are met by constantly monitoring the environmental performance and taking ongoing corrective action whenever necessary. A large part of our relationship with the world around us is our relationship with the physical world. While we have always sought to be sensitive to the environment, we use our resources and capabilities to provide active leadership on environmental issues, particularly those relevant to our business. We want the world, we share, to be clean and beautiful. The same sprit of innovation in bringing you different delicious beverages comes alive in implementation of our environmental programs. 33
  34. 34. COCA-COLA MARKETING COMPANY Coca-Cola's existence in India or for that matter throughout the world is for refreshing everybody that comes in contact with us. All our products live up to this expectation 100 %. What more positive environmental impact a product can have than creating refreshed minds to take good care of environment? As a leader in the beverage industry, Coca- Cola India and its business partners introduced a series of innovation in the areas of production, distribution and marketing like never before in India. We have been giving environmental considerations to all our business decisions right from inception in India in 1993 like: • Environmental due diligence before acquiring land or starting projects . • Environmental impact assessment before commencing operations . • Ground water and environmental surveys before selecting sites . • Diligent compliance with all regulatory environmental requirements • Since 1993, we have put a ban on purchase of refrigeration equipment containing CFCs (Know to be Ozone depleting). We buy only non-CFC cooling equipment even if at extra cost 34
  35. 35. COCA-COLA MARKETING COMPANY • We have well equipped Waste Water treatment facilities manned by trained personnel at all company owned bottling operations as a minimum requirement • Every manufacturing plant has a designated Environmental Coordinator and an active eKO Committee which meets every month • Our plants comply with same stringent environmental and safety requirements in plant design and layout to minimize possibility of accident of damage to environment. Two major plants in India are rated to be Neutral PLP rating. 35
  36. 36. COCA-COLA MARKETING COMPANY Business Planning  Operations incorporate environmental management and commitment into their annual business planning cycles.  Activities that will eliminate or minimize our impact on the local environment are integrated into daily business considerations and operations. Operations Support Operations management provides training to help personnel effectively implement initiatives to meet all applicable requirements. Operations management ensures new employees receive an environmental orientation. Individuals with operational environmental responsibility regularly improve their environmental knowledge and expertise by participating in users, seminars, meetings and other programs. Company Support The Company develops training programs to address system wide environmental topics and provides guidance on implementation. The Company works with our bottling partners to help them implement, at a minimum, The Coca-Cola eKOsystem or an equivalent environmental management system. 36
  38. 38. COCA-COLA MARKETING COMPANY Hindustan Coca-Cola Beverages Private Limited, Dasna unit, bags the “Golden Peacock Environment Management Award 2004” The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious “Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)” for excellent environment practices and effective control of environmental impact. The Dasna unit won this award in the Food & Beverage Industry category for its environment practices among hundreds of entries received from across the country. The annual award winner is decided on the basis of a rigorous assessment procedure, which includes a visit to the facility by a team of experts. Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola we are committed to preserve, protect and enhance the environment and this simple belief guides us in everything that we do. We will continue to further improve our systems and are confident of making a significant positive impact on our environment in times to come.” The award will be formally presented to the company shortly by Institute of Directors, an independent body that recognizes the achievements of manufacturing units under the categories of Environment, Quality and Corporate Governance, in association with World Environment Foundation (WEF), at an official function during the 6th World Congress on Environment Management. 38
  39. 39. COCA-COLA MARKETING COMPANY The Dasna plant achieved this distinction by adhering to The Coca-Cola Company’s internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only covers environment management, but also takes into consideration other business aspects such as safety and loss Prevention (SLP), product quality, packaging quality, process capability improvement and customer satisfaction. Strict compliance with TCCQS, often rated as a programmed equivalent to the internationally reputed ISO 14001 System, has also enabled all the company-owned bottling plants in the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV). The award has been granted after a thorough evaluation of Dasna plant’s compliance with a WEF prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004 during which several environmental performance indicators were monitored and evaluated according to WEF’s stringent parameters: energy use, water use, wastewater discharge, compliance with Government regulations and resource utilization. GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. The award is given both in manufacturing and service sectors. 39
  40. 40. COCA-COLA MARKETING COMPANY All India Division COBO’s are now ISO 14001 certified  All 25 of the India Division’s Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate.  The ISO 14001 certificate is the internationally recognized standard of Environmental Management.  A company must demonstrate management commitment, the total involvement of all employees and a compliance with applicable regulatory and internal company standards.  The Company started its compliance effort in February 40
  42. 42. COCA-COLA MARKETING COMPANY CARBONATED SOFT DRINK (CSD) INDUSTRY Industry Structure There are three major participants in the production-carbonated soft drinks. They are concentrate producers for example roughly one – half if Pepsi – cola’s sale are through company owned bottles ; the remaining volume is sold through franchises bottles line of soft drink in a defined territory , and not allowed to market to market a directly competitive major brand. The principal retail channel for channels for carbonate soft drink are supermarkets, convenience store, vending machines fountain service, and thousand of small outlet. Soft drinks are typically sold in glass bottle and in plastic and cans except for fountain services. In fountain service syrup is sold to a retail outlet. Which mixes the syrup with carbonated water for immediate sales. 42
  44. 44. COCA-COLA MARKETING COMPANY PRINCIPLES OF COCA-COLA INDIA • We will conduct ourselves and business activates with the highest standard of honestly integrity, and professionalism. • We will recognize the positive contributions that we make individual and team member to produce our business success. • We will recognize the positives contribution that we makes individual and term member to produce our business success. • We will encourage a learning environment where the people can constantly grow developed and contribute. • We will strive for excellence and seek continue improvement in everything we do. • We will respect the entire stake holder, including employees and suppliers and instill them with a person to deliver the highest employees and suppliers and instill them with a passion to deliver the highest quality good and services. 44
  45. 45. COCA-COLA MARKETING COMPANY POLICY The Coca-Cola Company exists to benefit and refresh everyone it touches. For us, Quality is more than just something we taste or see or measure. It shows in our every action. We relentlessly strive to exceed the world's ever-changing expectations because keeping our Quality promise in the marketplace is our highest business objective and our enduring obligation. More than a billion times every day, consumers choose our brand of refreshment because Coca-Cola is... • The Symbol of Quality • Customer and Consumer Satisfaction • A Responsible Citizen of the World 45
  46. 46. COCA-COLA MARKETING COMPANY STRATEGY ADOPTED BY COCA-COLA TO INCREASE THE NUMBER OF CONSUMERS The 3 A's is the underlying strategy for meeting company goals to increase no. of consumers. The 3 A's are: -  Ailvailabity: To increase the availability of Coca-Cola products in an improved or innovative new Packaging, dispensing systems, distribution systems, marketing programs and training and development programs.  Affordability: The consumer can afford the Coca-Cola products at a very reasonable price.  Acceptability: Making Coca-Cola brand is the beverage choice for any occasion depends on the likings, taste and preferences of the target audience. Acceptability can also be increased through advertising, sponsorships, promotions; youth market activities, community programs and other activities. 46
  48. 48. COCA-COLA MARKETING COMPANY OBJECTIVES OF STUDY 1. To check out the availability of several promotional scheme of coca-cola for the dealers. 2. To find out the retailers response regarding the various promotion schemes of Coca-Cola and to judge to judge its impact on retailers. 3. To make an overall assessment of specified market to provide a better promotional scheme for the dealers. 4. To draw a comparative analysis of promotional schemes. RESEARCH METHODOLOGY 48
  49. 49. COCA-COLA MARKETING COMPANY  Problem Definition: - Identification of those retailers who are not satisfied with promotional schemes of Coca-Cola’s  Sources of Data: - Primary The study was conducted with the help of specified format of the company. All the comparison was made wholly depending on information gathered first hand.  Research Instruments: - Observation and asking questions according to the provided format for the retailers. . 49
  51. 51. COCA-COLA MARKETING COMPANY To conduct the study of my project, marketing department of Coca-Cola gave me a region of South Delhi. Under the guidance of distributor I covered following areas. TOTAL – 150 OUTLETS 51 CENTRAL DELHI K.G MARG, SHANKAR MKT. L.N.J.P, AJMERI GATEH.C.M LANE, MEERA BAZAR PARLIAMEN T STREET C. P, GOLE MKT. RED CROSS, RED FORT I.T.O LANE, BAL BHAWAN DELHI GATE, ANSARI MARKET
  53. 53. COCA-COLA MARKETING COMPANY 1. NUMBEROF RETAILERS GETTING THE INFORMATION ABOUT THE PROMOTIONAL SCHEME FROM THE DIFFERENT SOURCES: Salesman - 117 M.I.T - 8 Visitor - 18 Other Outlets - 7 TOTAL___-__150___ 117 8 18 7 0 20 40 60 80 100 120 salesman M.I.T visitor other outlets 2. THE PUROSE OF JOINING THIS SCHEME BY THE RETAILERS IS : 53
  54. 54. COCA-COLA MARKETING COMPANY Prize - 65 Money - 45 Display - 24 Enrich relation with coke - 16 ________________________________________ TOTAL - 150 As shown in the table 65 retailers had a opinion that they should get something back from the coke with regarded to sales in terms of gift & reward. This provide to be a motivating factor for them .another 45 were demanding for monetary profit because it would help them in their business. Yet another 24 demanded display facilities which helps them to increase their sales rest 16 had totally different opinion i.e. outlets wanted only good relation with the company. 65 45 24 16 0 10 20 30 40 50 60 70 prize money display enrich relation with coke 54
  55. 55. COCA-COLA MARKETING COMPANY 3. AFTER ANALYSNG THE MARKET THE MOST DEMANDING ITEM AS A PRIZE BY THE DEALARS : Cash - 52 Gifts - 73 Trips - 12 Prepaid connection - 7 Recharge coupons - 6 _____________________________ TOTAL - 150 0 20 40 60 80 Cash Gifts Trips prepaid conn. 55
  56. 56. COCA-COLA MARKETING COMPANY 4. MANY RETAILERS WILL SHOW THE DISPLAY OF COCA –COLA ON THEIR SHOPE IS A : Warm - 84 Cool - 66 _________________ TOTAL - 150 84 66 0 10 20 30 40 50 60 70 80 90 Warm Cool 56
  57. 57. COCA-COLA MARKETING COMPANY 5. ACCORDING TO RETAILERS THE DURATION OF THESE SORTS OF SCHMES SHOULD BE: One Month - 25 Three Month - 68 Six Month - 47 One year - 10 _____________________ TOTAL - 150 25 outlets suggested towards the one month scheme by which they got regular and new scheme and more gift. 68 outlets were the favor of three months scheme as they throught that 3 month schemes are much more profitable then one month scheme. They can get more refunds from this scheme. They didn’t for one year or six month scheme because they were also having a view of getting new scheme from time to time and same was the view of outlets who 57
  58. 58. COCA-COLA MARKETING COMPANY voted for six month & one year scheme 25 68 47 10 0 10 20 30 40 50 60 70 One Month Three Month Six Month One year 6. THE DIFFERENT EXICITING SCHEME OF COCA-COLA PARTICEPATED BY THE DIFFERENT OUTLETS. Cash discount scheme - 82 Scratch card - 23 Rack points - 30 Run collection - 15 ______________________________ TOTAL - 150 58
  59. 59. COCA-COLA MARKETING COMPANY As show in the figure 82 outlets are prefer the cash discount scheme by coca-cola by which they got investment to get increase their business . and 23 outlets are at scratch card scheme side in which they got surprise gift and 30 of them suggest the rack schemes in which they got gifts on display of racks and 15 is for run collection the collects the point as runs and sum of the gifts. 82 23 30 15 0 10 20 30 40 50 60 70 80 90 cash disc.. scratch card rack point schemes run collection 7. You will get proper scheme. Yes 86% No 14% 59
  61. 61. COCA-COLA MARKETING COMPANY • Many retailers joined the schemes to get something back from the coke. This provides to be a motivating factor for them. • As the figures say that short terms schemes for 6 month gives more time to outlet to achieve their target. LIMITATIONS 61
  62. 62. COCA-COLA MARKETING COMPANY OF STUDY LIMITATIONS OF STUDY 1. Retailers are reluctant to discuss the problems in detail and are not willing to provide the exact information of each brand and sizes to the researcher. 2. The no. of outlet sample was less to draw any conclusion of channel wise sales. 62
  63. 63. COCA-COLA MARKETING COMPANY 3. The time period of study is just 8 weeks, under such constraints the study cannot be undertaken comprehensively. 4. Geographically area of Delhi was a big one and outlet were locationally scattered in the nature. Thus was a difficult thing to cover even a single route in a day. 5. It being a dynamic market, where competition is cut throat, even outlet change their response very frequently, thus at a time are biased. FINDINGS Following are the findings of the survey, which I observed during the survey: • According to analysis Salesman informed more about the promotional schemes as compared to other. 63
  64. 64. COCA-COLA MARKETING COMPANY • Cash is more demanding item in market by outlets as because it gives them a financial support to their business. • The outlets join the schemes to motivate themselves by getting high prize by company. SUGGESTIONS 64
  65. 65. COCA-COLA MARKETING COMPANY AND RECOMMENDATIONS SUGGESTIONS AND RECOMMENDATIONS These are the following suggestions, which I recommend to the distributor. Launching schemes which should act as counter attack schemes for competitors In order to raise the sales and compete he market the distributor should give some extra scheme to its retailers. 65
  66. 66. COCA-COLA MARKETING COMPANY • New frequently scheme should be launched. • In short-term scheme for 6 month should be launched in comparison to other brand. 66
  67. 67. COCA-COLA MARKETING COMPANY BIBLIOGRAPHY BIBLIOGRAPHY The Basics of Coca-Cola: - Publisher: Coca-Cola Company Books: - Author Name - G.C.Beri , news paper 67
  68. 68. COCA-COLA MARKETING COMPANY Book Title - Marketing Research Edition Number - Third Edition Publisher - Tata Mc-Graw Hill Pages Of Citation - 41, 92, 162, 339 Internet: - Sites: • • • • ORGANISTION STRUCTURE DEPARTMENT SALES Business Unit head Market Unit Head 68
  69. 69. COCA-COLA MARKETING COMPANY Unit Head Territory Development Manager Accounts Development Coordinator Customer Executives 69
  72. 72. COCA-COLA MARKETING COMPANY QUESTIONNARE 1) Types of market ? (a) Pepsi monopoly (b) Coca-Cola monopoly (c) Mix 2) Which company product you sell more? (a) Pepsi (b) Coca-C0la (c) Both 3) Why you prefer Pepsi /Coke or mix company ? (a) Consumer demand (b) Service (C) Scheme (d) Personal relationship with company employee 4) which company’s vehicle is more regular in visit ? (a) Pepsi (b) Coke (c) Both (d) None 5) Which company provides better scheme for ice box ? (a) Pepsi (b) Coke (c) Both (d) None 72
  73. 73. COCA-COLA MARKETING COMPANY 6) Which company comes out with good schemes ? (a) Pepsi (b) Coke (c) Both (d) None 7) Which company offers other more trade scheme ? (a) Pepsi (b) Coke (c) Both (d) None 8) Which company offers more value trade scheme ? (a) Pepsi (b) Coke (c) Both (d) None 9) Which company official visits more frequently ? (a)Pepsi (b) Coke (c) Both (d) None 10) Which company officer provide better solutions ? (a) Pepsi (b) Coke (c) Both (d) None 73
  75. 75. COCA-COLA MARKETING COMPANY CONCLUSION 1) The steady flow of the company’s promotional accessories could be felt irrespective of the consumption of the outlets of the product. For example: racks, counters, sign boards, etc. 2) The archrivals product study can be entertained from the retailers and the privilege on their part is known which helps in formulation of better marketing promotional scheme’s 3) Pepsi’s regular stockholders be traced and break up by providing motivational introductory offers enhancing the market capture. 4) Coca-Cola should try to make arrangements so that the marketing representatives would visit the retail outlets regularly and try to solve the retailers, as well as the distributors, problems which they usually face during the peak season. 5) Better efficient sales representatives be appointed to update the retailers about the schemes in comparison to Pepsi. This would encourage a curiosity regarding the Coca-Cola schemes among them. 6) The complaints of the retailers be studied and paid attention of the highest degree to ensure better market capturing. 75