A

Project Report
On
SALES PROMOTION STRATEGY OF THE COCA COLA

(2011-2014)
For
the partial fulfillment of the requirements for the award of degree

Bachelor of Business Administration

SUPERVISED BY:Mr. ATIT AGNIHOTRI

(Faculty Of Management)

SUBMITTED BY:KM. SHIKHA

Roll No. 1110151018
BBA VI SEM

SUBHARTI INSTITUTE OF MANAGEMENT &

COMMERCE
SWAMI VIVEKANANDA, SUBHARTI UNIVERSITY, MEERUT

DECLARATION

I, KM. SHIKHA a student of Bachelor of Business Administration from SIMC,

Meerut hereby declare that I have completed my project report on SALES
PROMOTION STRATEGY OF THE COCA COLA as part of the course
requirement.
I further declare that the information presented in this project is true and original to
the best of my knowledge.

KM. SHIKHA
Roll No: 1110151018
Program: BBA VI SEM

ACKNOWLEDGEMENT
The satisfaction that accompanies the accomplishment of any task would be
short-lived without the mention of the people who are instrumental in it being a
success, through constant encouragement and guidance which has been a source
of inspiration throughout the course of this project.
I take this opportunity to express my gratitude to all those who have helped me
in the completion of this project.
I express my sincere prenames to All mighty God who has bestowed his
blessing on us.
I also express deep sense of appreciation and thanks to my Faculty Guide, Mr.
Atit Agnihotri , Lecturer, SIMC, Meerut for the support, co-operation,
encouragement given during the project & above all the valuable time given for
the timely and proper completion of this project.
I also wish to express my gratitude to all my colleagues and those who have
supported and encouraged me throughout the project.
The perfection of a man lies in his depth of gratitude. Its not only my duty but a
matter of joy & Pleasure to once again convey thanks to all.
.
KM. SHIKHA
Roll No: 1110151018
Program: BBA VI SEM

TABLE OF CONTENT
3

1.

INTRODUCTION

7-17

2.

INTRODUCTION OF SALES PROMOTION

19

3.

PURPOSE OF THE SALES PROMOTION

20-21

4.

IMPORTANCE OF SALES PROMOTION

22-23

5.

DECISIONS IN SALES PROMOTION

24-25

6.

PRODUCT PROFILE OF THE COMPANY

26-44

7.

OBJECTIVES OF RESEARCH

45-47

8.

CONSUMER MARKETING CHANNEL

48-49

9.

RESEARCH STUDY

50-59

10.

FINDINGS AND ANALYSIS

60-71

11.

CONCLUSION

72-74

12.

QUESTIONNAIRE

75-77

13.

BIBLIOGRAPHY

79-80

Executive Summary
My dissertation is on the topic sales promotion strategy of the coca cola.
. For the project I
have prepared Questionnaires. It consists of both open ended and close-ended questions.
With a view to find out the present conditions of Coca-cola.
The result from the study shows that people prefer ThumsUp and Sprite, have largest sale in
the category of cold drinks & generally in this category ThumsUp is a more leading brand.
Coca-cola
ThumsUp
Fanta
Limca
Sprite
Maaza
Kinley
Georgia
Coke entered in the market with the above products and categorized this segment for quality
conscious consumers. Due to its lead it has kept the pace and is still a leader in this segment.
Coca-cola brings back the fizz to India Coca-cola, the corporate nourishing the global
community with the worlds largest selling soft drink concentrates since 1886, returned to
India in 1993 after a gap of 16 years giving a new ThumsUp to the Indian soft drink market.
In the same year, the company took over ownership of the nation's top soft-drink brands and
bottling network. No wonder, our brands have assumed an iconic status in the minds of the
consumers.

COMPANY PROFILE
Coca-Cola Company, The, beverage company and the world leader in soft drink sales. CocaCola produces and distributes several brands in the United States and internationally. The
company also produces and markets many fruit juices and other non-soda beverages. The
Coca-Cola Company is based in Atlanta, Georgia.
Coca-Cola's soft drinks include its flagship product Coca-Cola (popularly known as Coke),
Diet Coke, Tab, Sprite, Fanta, Fresca, Mello Yello, and Bern's root beer. The company's
nonsoda beverages include Minute Maid fruit juices, PowerAde sports drinks, and Nestea
iced tea drinks.

INTRODUCTION

INTRODUCTION
Brings Back the Fizz to India Coca-Cola, the corporate nourishing the global
community with the worlds largest selling soft drink concentrates since 1886, returned to
India in 1993 after a gap of 16 years giving a new thums up to the Indian Soft Drink Market.
In the same year, the Company took over ownership of the nation's top soft-drink brands and
bottling network. No wonder, our brands have assumed an iconic status in the minds of the
consumers.
Every summer it's played out across the length and breadth of India. Every summer millions
participate in it either directly out in the hot sun or comfortably, silting at home watching the
battle on their TV sets.
But the real marketing action this year has been other elements on the marketing mix.
companies have been trying to expand market by experimenting with price, placement and
above alt product forms. Cans and PET bottles.
The total investment is of the size of Rs. 3500 crores. Soft drinks business has never seen
before. Big players see an enormous potential in this country, where swigging a carbonated
drink is treated a virtual luxury.
Consequently, by the word standards. India's per capita consumption of three servings is rock
bottom, less than neighboring countries Pakistan and Bangladesh. Also, soft drinks, which
retail at any where between Rs 6 to Rs.12, arc expensive when measured against purchasing
power. According to one study, it lakes Indian 1.5 hours of work to be able to buy a bottle; in
other countries [he norm Js five minutes. Moreover, there is a growing concern among
Indians for health drinks. This was catalyzed by 2003 pesticide controversy reported by CES.
This report is a research on me marketing operations of the Coca- Cola at Dehradun with
special reference to Mango flavored drinks. The main objectives of research are
To find out the most preferred Mango flavored drink.
To find out the reasons of preference
To find the customer purchase pattern.
8

An analysis is made based on the market research that was conducted Sample questionnaire
for retailer and consumer's are included, and findings have been made in form of graphs,
charts, and tables.

A Healthy Growth To The Indian Economy

Ever Since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, waste water
treatment plants, distribution systems and marketing channels. Coca-Cola India is among the
countries top international investors, having invested more than US$ 1 billion in India within
a decade of its presence and further pledged another US$ 100 million in 2003 for its
operations.

A Pure Commitment to The Indian Economy

The Company has not only shacked up the Indian carbonated drinks market, and given
consumers the pleasure of world-class drinks to fill up their hydration, refreshment &
nutrition needs but has also been instrumental in giving an exponential growth to job
opportunities.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being
made in India, the business system of the Company directly employs approximately 6,000
people, and indirectly creates employment

for more than 125,000 people in related industries through our vast procurement, supply and
distribution system. The vast Indian operations comprise 25 wholly-owned- company-owned
bottling operations and another 24 franchisee-owned bottling operations. That apart, a
network of 21 contract-packers also manufactures a range of products for the Company. On
the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow
alleyways of Indian cities constantly keep our brands available in every nook and corner of
even the countries remotest areas. These are only some of the facts that speak about our
commitment to the growth of the Indian Economy.

The Worlds Largest Beverage Company

While much of the world has changed since 1886, with the old giving way to the new at
almost daily strokes, what has withstood the test and taste of time, binding the young and old
to enjoy their moments of simple pleasure and eternal joy is the magic of Coca-Cola. And
this year, consumers the world over will reach for products of The Coca-Cola Company more
than a billion times every single day. The world s largest beverage company has come a long
way since its modest beginnings more than a century ago.

Coca-Cola Advertisements Its The Real Thing

Advertising has played an important role in the success of our products since our first
newspaper ad in 1886, which read, "Coca-Cola. Delicious! Refreshing! Exhilarating!
Invigorating!" The Company uses advertising to trigger desire as often and in as many ways
as possible. Throughout the years, slogans for Coca-Cola have always been memorable. Here
are some highlights:

10

2002-Thanda Matlab Cocacola

2000-Coca-Cola Enjoy
1993-Always Coca-Cola
1990-Can t Beat the Real Thing
1989-Can t Beat the Feeling
1986-Red, White and You
1982-Coke Is It
1976-Coke Adds Life
1971-I d Like to Buy the World a Coke
1969-It s the Real Thing
1963-Things Go Better with Coke
1959-Be Really Refreshed
1944-Global High Sign
1942-It s the Real Thing
1936-It s the Refreshing Thing To Do
1929 - The Pause That Refreshes

11

COCA COLA IN INDIA

After a 16-years absence, Coca-Cola returned to India in 1993, The Company's presence in
India was cemented in November that year in a deal that gave Coca-Cola ownership of the
nation's top soft-drink brands and bottling network.
Coca-Cola India has made significant investments to build and continually improve its
business in India, including new production facilities, waste water treatment plants,
distribution systems and marketing equipment.
During the past decade, the Coca-Cola system has invested more than US$ 1 billion in
India
Coca-Cola is one of the country's top international investors
In 2003. Coca-Cola India pledged to invest a further US$100 million in its operations
Coca-Cola business system directly employs approximately 6,000 local people in India
In India, we indirectly create employment for more than 125,000 people in related industries
through our vast procurement, supply and distribution system
Virtually all the goods and services required to produce and market Coca-Cola locally are
made in India
The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling
operations and another 17 franchisee-owned bottling operations
A network of 29 contract- packers also manufactures a range of products for the Company

12

LITERATURE REVIEW
The principal task of marketing management is lo fulfill the aspirations of consumers, It is
thus imperative to understand what consumers want; how they make their choice; or what
sources of information and influence processes etc. in this process an organization can
identity new opportunities in the market: evaluate and monitor marketing actions; and in
general, evolve better marketing program to serve the interest of consumers. Thus, marketing
research acts as a link between the consumer and the marketer.

ROLE OF MARKET RESEARCH

"Market research is defined as the systematic and objective search for and analysis of
information relevant lo the identification and solution of any problem in field of marketing'
As per American Marketing Association (AMA) Marketing Research is defined as "the
systematic gathering, recording and analyzing of data about problems in the field marketing
of goods and services.
Marketing Research is the function which links the consumer, customer, and the public to the
marketer through in formation -in formation used lo identify and define marketing
opportunities and problems; generate; refine" and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process-Marketing
Research is a systematic collection and analysis of information that is ultimately used in
evolving some marketing decisions. All the stages in marketing research must be carried out
in a logical manner; it should also ensure objectivity in every step. Market research must not
be a mere collection of statistical information. One must justify the choice of methodology of
data collection and analysis. And the researcher must not be too preoccupied with the
techniques, but instead convey the meaning of the result in marketing terms even when some
advanced sophisticated or advanced tool is used. Likewise, marketing managers) should
provide a clear detailed scenario of the problems faced by the company before the market
researcher. They must not use MR as a fir-fighting device or to justify some preconceived
actions.
13

THE MARKET RESEARCH PROCESS

MR exercise may lake many forms but systematic enquiry is features common to all such
forms, being a systematic enquiry, if requires a careful planning of the orderly investigation
process. Though it is an over simplification lo assumes that all research processes would
necessarily follow a given sequence, MR often following a generalized pattern, which can be
broken down and studied sequentially.

Stages in marketing research process

In the planning and designing a specific research project, it is necessary to anticipate all the
step that must he undertaken if the project Is to be successful in collecting valid and reliable
information.
The steps of marketing research are highlighted in the following How diagram. These steps
are explained below

1-Define the problem

Clear problem definition is of crucial importance in MR as in terms of both lime and money,
il is rightly said, "a problem welt defined is half-solved*' Careful attention lo the problem
definition allows the researcher to set the proper research objectives, which in turn facilitate
relevant and economic data collection.
After clarifying and identifying the research problem with or without exploratory research,
the research must be a formal switchmen of research objectives.
Research objectives may be stated in quantitative or qualitative tarns and expressed as
question statement by hypothesis.

Planning the research design

Once the research problem had been defined and the objectives decided* the research design
must be developed. A mallet design is 2 master plan specifying the procedure for collecting
and analyzing the needed information. It represents the framework for research action. The
14

objectives of the study discussed in the previous step are included in the research design to
ensure that data collected is relevant to the objectives. The researcher must at this stage also
determine the type source of information deeded, the data collected methods-, the sampling
methodology and (he data timing and possible costs of the research.

Fig: Market Research Process

Defining
Statement of research objectives
Planning a research design
Planning the sample
Collecting the data
Analyzing the data
Formulation of conclusion
Prepare and present the report

15

The Growing Corporate With an Ever-Refreshing Drink

That first year, Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red
has been a distinctive color associated with the number one soft drink brand ever since. For
his efforts, Pemberton grossed ------ $50 and spent----- $73.96 on advertising. By 1891,
Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola
business. Within four years, his merchandising flair helped expand consumption of CocaCola to every state and territory. In 1919, The Coca-Cola Company was sold to a group of
investors for---- $25 million. Robert W. Woodruff became president of The Coca-Cola
Company in 1923, and his more than six decades of leadership took the business to unrivaled
heights of commercial success, making Coca-Cola an institution the world over.

Know About Our Global Bottling System

Today, our products reach consumers and customers around the world through a vast
distribution network made up of local bottling companies. These bottlers are located around
the world, and most are independent businesses. Using syrups, concentrates and beverage
bases produced by The Coca-Cola Company, our global bottling system packages and
markets products, then distributes them to more than 14 million retail outlets worldwide.The
Coca-Cola Company is committed to assisting its bottlers with the functions of an efficient
bottling operation and initiating quality systems to ensure the highest quality products for our
consumers.

Know The Bottling History Of Coca-Cola

16

Coca-Cola began as a fountain product, but candy merchant Joseph A. Biedenharn of

Mississippi was looking for a way to serve this refreshing beverage at picnics. He began
offering bottled Coca-Cola, using syrup shipped from Atlanta, during an especially busy
summer in 1894.
In 1899, large-scale bottling became possible when Asa Candler granted exclusive
bottling rights to Joseph B. Whitehead and Benjamin F. Thomas of Chattanooga, Tennessee.
The contract marked the beginning of The Coca-Cola Company s unique independent
bottling system that remains the foundation of Company soft drink operations.

Coca-Cola Bottles As Memorable As The Design

Back then, soda bottles were all very similar. And Coca-Cola had many imitators, which
consumers would be unable to identify until they took a sip. The answer was to create a
distinct bottle for Coca-Cola. As a result, the contour bottle for Coca-Cola with the shape
now known around the world was developed in 1915 by the Root Glass Company.

Coca-Cola Gets the First Change of Taste in 1886

In 1985, a new cola emerged from laboratory research. Through internal evaluations and
thousands of blind taste tests, consumers said they preferred it over both Coca-Cola and its
primary competition. As a result, in April 1985, theCompany proudly introduced the new
taste of Coke - the first change in the secret formula since the product was created in 1886.

17

INTRODUCTION OF SALES
PROMOTION

18

INTRODUCTION OF SALES PROMOTION

Sales promotion includes those sales activities that supplement both personal selling and
advertising and coordinate them and make them effective, such as display, shows,
demonstration and other non-recurrent selling effort not in the ordinary routine.
In simple words sales promotion can be defined as an activity taken up to boost the sales of
the product. It can include a host of activities like advertising, campaigns, handling public
relation activities, distribution of free samples, offering free gifts, conducting trade fairs,
exhibition and competitions, offering temporary price discounts, launching door to door
selling and telemarketing etc.
Compared to any other elements of the promotion mix, sales promotion is more action
oriented. It helps in stimulating the customers to buy the product. increasing concern for
value for money among customers has brought sales promotion to the centre stage,as
customer have become more responsive to promotion offers, discounts/gift coupons and
point of purchase displays.

19

PURPOSE OF THE SALES

PROMOTION

20

PURPOSE OF THE SALES PROMOTION

The purpose of the sales promotion is to boost the sales of a product by creating demand
i.e.,both consumer demand as well as trade demand. It improves the performance of middle
men and acts as a supplement to advertising and personal selling.
Sales promotion also helps in achieving the following purposes:

Encourage the customer to try any product.

Attract new customers.

Encourage the customer to use the product or service and make them brand loyal.

Counter a competitors promotional activities.

21

IMPORTANCE OF SALES
PROMOTION

22

IMPORTANCE OF SALES PROMOTION

Sales promotion plays a vital role when:
1.

Sellers introduce new products or new brands in the market. this calls for the
companies to indulge in sales promotion activities by providing extra incentive to the
customers to make the customers aware of their offerings and to increase sales.

2.

When an economy is going through a recessionary phase customer become more

price sensitive. Sales of different companies come down drastically as markets under
perform Marketers can tackle this problem with the help of promotional tools like
offering gift or discount coupons, gifts, contests, sweepstakes, etc. to the customers.

3.

The seller aims at triggering the impulsive buying behavior of the customers.

4.

A company seeks to obtain greater cooperation from its retailers.

23

DECISIONS IN SALES
PROMOTION

24

DECISIONS IN SALES PROMOTION

Product characteristics firm operate, like size, weight, cost, durability, etc. and the target
audience characteristics like geographic location, demographics, etc. play an important role
in helping the company choose the most desirable sales promotion method. Other factors that
influence the promotion decisions can be the size of the market, the distribution network of
the firm, the political and legal environment in which the firm operates.
Sales promotion can be directed either at consumer in the form of consumer sales promotion
or at distribution channel in the form of trade sales promotion.

CONSUMER SALES PROMOTION:

This type of sales promotion is targeted at the end consumers. Customer sales promotion is a
pull strategy and encourages the customers to make a purchase.

TRADE SALES PROMOTION:

This type of sales promotion is targeted at the distribution channel. It is a push strategy and
encourage the channel member to stock the product. This is the usually known as selling into
the trade. This form of promotion is usually not advertised, as it is an internal affair between
the company and its distribution network partner.

25

PRODUCT PROFILE OF THE

COMPANY

26

PRODUCT PROFILE OF THE COMPANY

Coca-Cola

The worlds favorite drink. The worlds most valuable brand. The most recognizable word
across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when govt. 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.
Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination
of the nation, building strong associations with cricket, the thriving cinema industry, music
etc. Coca-Cola has been very strongly associated with cricket, sponsoringthe World Cup in
1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late
nineties. Coca-Colas advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very

27

popular and had entered the youths vocabulary. In 2002, Coca-Cola launched the campaign
Thanda Matlab Coca-Cola which sky-rocketed the brand to
make it Indias favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across
the country and this pricing initiative together with improved distribution ensured that all
brands in the portfolio grew leaps and bounds.
Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor,
cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and
today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer
Virendra Sehwag.

Glass
PET
Can
200ml, 300ml, 500 ml,500ml, 1.5L, 2L, 2.25L,
330 ml
1000 ml
500 ml + 100 ml

Fountain
Various Sizes

28

ThumsUp

Strong Cola Taste, Exciting

Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass

PET

Can

200 ml, 300 ml, 500 ml,500ml,1.5L,2 L, 2.25 L,330 ml

1000 ml

Fountain

Various Sizes

500 ml + 100 ml

Fanta
29

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the
favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is identified as "The Fun
Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge
in the moment. This positive imagery is associated with happy, cheerful and special times
with friends.

Glass
200 ml, 300 ml,

PET
Can
500ml,1.5L,2L,2.25L,500ml
330 ml
+ 100 ml

Fountain
Various Sizes

Limca

30

Lime n' lemoni Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere.
Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3
decades.The brand has been displaying healthy volume growths year on year and Limca
continues to be the leading flavour soft drink in the country.
The success formula? The sharp fizz and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes, refreshes and transforms. Dive into the
zingy refreshment of Limca and walk away a new person ..

Glass
PET
Can
200 ml, 300 ml, 500 ml,500ml,1.5L,2 L, 2.25 L,
330 ml
1000 ml
500 ml + 100 ml

Fountain
Various Sizes

Sprite

31

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In
India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing
soft drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite
has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages
the today's youth to trust their instincts, influence them to be true to who they are and to obey
their thirst.
Glass
200 ml,
ml,

PET

Can

Fountain

330 ml

Various Sizes

300500ml,1.5L,
2L,2.25L,500 ml + 100 ml

Maaza

32

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices
and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India.
Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become
synonymous with Mango. This has been the result of such successful campaigns like "Taaza
Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza
as wholesome, natural, fun drink which delivers the real experience of fruit.The current
advertising of Maaza positions it as an enabler of fun friendship moments between moms and
kids as moms trust the brand and the kids love its taste. The campaign builds on the existing
equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in
the tagline "Yaari Dosti Taaza Maaza"

Glass
200ml,250 ml

Tetra pak
125ml,200 ml

PET
1000 ml

Fountain
Various Sizes

Kinley

33

Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A
ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very
sustenance of life, a celebration of life itself.
The importance of water can never be understated. Particularly in a nation such as India
where water governs the lives of the millions, be it as part of everyday rituals or as the
monsoon which gives life to the sub-continent. Kinley water understands the importance and
value of this life giving force. Kinley water thus promises water that is as pure as it is meant
to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why
we introduced Kinley with reverse-osmosis along with the latest technology to ensure the
purity of our product. That's why we go through rigorous testing procedures at each and
every location where Kinley is produced.

COKE DIET

34

Diet Coke was born in 1982 and quickly became the No. 1 sugar-tree drink in
diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia and
Great Britain, and as Coca-Cola light hi other countries, it's now the No. 3 soft
drink in the world.
It's the drink for people who want no calories, but plenty of taste. Ad campaign*;
around the world for Diet Coke share a playful, sophisticated and fun-loving
attitude

SUNFILL
Sunfill powder drink has been developed locally based on the Indian consumer preferences.
We have kept in mind the Indian palate (Taste / Sweetness / Sourness / orange flavor). Sunfill
is also present in other countries, either in the form of a fruit juice based drink, or in the
powdered concentrate form in countries like Indonesia, Sri Lanka and Bangladesh. It has
been developed using The Coca-Cola Company's expertise in the beverage business.

35

Keeping in mind the affordability factor and the competition, Sunfill is available in three
variants- Sunfill Regular, Sunfill Anand and Sunfill Tarang. Sunfil ia great tasting,
convenient and economical
Sunfill Regular priced at Rs. 2.50 per serve gives the consumer a world-class product, which
not only is very convenient but also has a very attractive price. The product is available in
single serve (23gm.s) & multi serve (2QOgme) and in 4 flavours- Orange, lemon, Mango and
Pineapple.

VANILLA COKE
Vanilla Coke was launched in 2002 in North America and subsequently in various other
markets across the world and met with, immense success. The idea of the refreshment of
Coca-Cola with a hint of Vanilla was found very appealing when tested in India and we
launched Vanilla Coke in April 2004. The Thanda Matlab Coca-Cola campaign, which was
launched in 2002, had made Coca'Cola India's favourite soft drink and this helped launch
Vanilla Coke as Ice-Creamy Thanda', thereby making the new brand something familiar and
comfortable to the consumer.
36

Vanilla Coke was launched with a high profile TVC featuring teen heartthrob Vivek Qberoi
in a remarkably new and different retro avatar.

GEORGIA

In the company's journey towards the vision leading the beverage revolution in India', now
even Garam matlab Coca-Cola.... A hot new launch from Coca-Cola India.
Georgia, quality tea and coffee served from state of the art vending machines is positioned
to tap into the nations biggest beverage category

37

Georgia; which promises a great tasting, consistent, hygienic and affordable cuppa ie
available in a range of 7 sizzling flavours, adrak, elaichi, masala and plain tea, cappuccino,
mochaccino and regular coffee
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata.
Georgia aims to become the consumers preferred choice of hot leverage when he is on the
go- the brand is well on course to achieving its vision.

QUALITY ENVIRONMENT

Quality Assurances of A Billion

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
38

Quality promise in the marketplace is our highest business objective and our enduring
obligation. Consumers across the globe choose our brand of refreshment more than a billion
times every day because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World

PROMISE
The Coca-Cola Company exists to benefit and refresh everyone it touches
The basic proposition of our business is simple, solid and timeless. When we bring
refreshment, value, joy fun to our stakeholders, then we successfully nurture and protect our
brands, particularly Coca-Cola. That is key to fulfilling our ultimate obligation to provide
consistently attractive returns to the owners to our business.

QUALITY MANAGEMENT

Quality Management Systems

The Framework of the Coca-Cola Quality system is very much like our business,
multifaceted with quality at its core.

Eko
39

Introduction

eKO Policy

Environment Performance Indicators

The Coca-Cola eKO system is governed by 5 major policies. Each of these policies are
supported by specific requirements and practices that govern our daily operations
A Commitment To Lead
Compliance And Beyond
Accountability
Minimizing Impact Maximizing Opportunity
Citizenship

COMMITMENT TO LEAD
We believe that an effective environmental management system requires involvement of
employees at all levels. Our commitment to protect and preserve the environment extends
throughout the organization.

40

BUSINESS PLANNING
Operations plan environmental management activities through annual business planning.
Top management periodically reviews the progress on implementation of environmental
projects.

ENVIRONMENTAL DUE DILIGENCE

Operations conduct environmental due diligence assessments prior to acquiring, selling or
leasing real estate
The Company conducts due-diligence assessments of Company-led real estate
transactions.

ACCOUNTABILITY
We are accountable for our actions. The Coca-Cola Company conducts audits of its
environmental, health and safety (EHS) performance and practices, documents the findings
and takes necessary improvement actions.

ENVIRONMENTAL & SAFETY AUDITS

The Company's corporate function conducts EHS compliance audits of all company
owned bottling operations and other facilities identified by Corporate Legal at
regular intervals.
41

Local Company management (i.e., Divisions/Regions) conducts internal EHS

audits periodically.

The Golden Peacock Environment Management Award

The GPEMA is designed to encourage and recognize effective implementation of
environmental management system and this achievement has been made possible by the
plants adherence to Coca-Colas total quality program called The Coca-Cola Quality system
(TCCQS). TCCQS is all encompassing management system (Total Quality) covering
environment management and other business aspects such as safety and loss Prevention
(SLP), product quality, packaging quality, process capability improvement and customer
satisfaction.
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 awards are given separately for
manufacturing and service organizations, and are assessed under the following categories,
viz, Large Enterprises (251 and above employees), Medium Enterprises (51 to 250
employees), and Small Enterprises (up to 50 employees).
WEF is a non-profit NGO, which strives to foster partnerships and improve links between
industry and environmentalists for developing innovative strategies to minimize the
environmental degradation.

42

LIFE AT COKE
The Secret Of Formula
Commitment, tempered by Passion and seasoned with a great deal of Fun is the Coke way of
life. Drawing upon our collective energies, this Secret Formula drives us to achieve greater
results collaboratively and thoroughly enjoy ourselves while doing it! The pace, energy and
passion of our people constitute the invisible glue that make us one of the most sought after
workplaces.

Participative Leadership
Right from our interactions in the market, our Business Planning and our Brand launches, to
our Employee Engagement Programs, our Values Agenda, and employee processes, every
system is available for continuous improvement. A learning atmosphere, enabled by our
Manifesto for Growth, helps us seek and replicate the leanings from within and outside our
organization. Our Engagement programs enable us to examine,
validate and improve ourselves, constantly. Our colleagues involve themselves in our
opportunities for participative leadership volunteering for work groups that assist decisionmaking in critical processes.
43

44

OBJECTIVES OF
RESEARCH

45

OBJECTIVES OF RESEARCH
To understand the retail market along with management of distributor and retailer. It helps to
increase my knowledge about the most sought after industry as well as understanding several
of sales and marketing. To study about distribution channels this basic objective of this
research is to find out the answer the following question.
This research report is done in the area of Marketing in Coca-Cola in Aligarh region. The
topic covered in this chapter illustrate the study of promotional tools adopted by the company
to achieve competitive advantage while at the same time providing increased satisfaction to
customers. Many analysts believe that the distribution factor is underappreciated for its
potential to contribute to the efficiency and effectiveness of a companys overall marketing
operation. As companies attempt to cultivate global markets, channel design and strategy are
critical to success in taking advantage of global market opportunities.

ISSUES IN CHANNEL MANAGEMENT

Managers must be prepared to deal with several challenging issues in managing the
channel of distribution. No matter how much care has been exerted analyzing the factors that
affect channel design, issues will arise related to promotion in the channel, cooperation and
conflict in the channel, and power in the channel.

46

PUSH VERSUS PULL PROMOTION IN THE CHANNEL

Regarding the effects on the promotional mix of a companys decision to use a push
versus a pull strategy. This strategy figures prominently once again as an issue in channel
management. The issue is the extent to which a producer will use promotion to pull a
product through the channel versus pushing the product at each level of distribution. A pull
promotion strategy is implemented by producers by promoting a product extensively and
creating so much demand at the end-user level that wholesalers and retailers are essentially
forced to carry the item in inventory.

Pulling a product effectively requires a heavy

advertising effort and often includes the use of sales promotion. Conversely, a push
promotion strategy relies primarily on personal selling and the sales force to sell the product
at each successive level in the channel: the producers sales representatives sell to
wholesalers, wholesalers sell to retailers, and retailers sell to consumers.
For a company that is financially capable of implementing a pull strategy, there are
two distinct benefits. First, a pull strategy provides greater control over intermediaries.
Wholesalers and retailers realize it is in their best interest to fill the demand created at the
end-user level. Second, if a producer can successfully pull a product through the channel
with promotion, then less pressure is put on personal selling at the wholesale and retail
levels, which do not always function to the producers complete satisfaction anyway.

47

Consumer Marketing Channel

48

Consumer Marketing Channel

(0-Level)

(1-Level)

(2-Level)

(3Level)

49

RESEARCH STUDY

50

RESEARCH STUDY
This chapter deals with the following issues related to research study

Research Objective

Research Methodology

Research Methodology Adopted

51

RESEARCH OBJECTIVES

The objective of this project is

To know the preference pattern of consumers.

To judge the brand preference among people and to find out the impact of
advertising.

The most effective media of sales promotion and gauge consumer's, reaction to
promotional effort,

To know the opinion of people about the brand name.

To assess the brand loyalty among consumers.

52

RESAERCH METHODOLOGY

Type of Research

Descriptive Research Design

Method of Research

Data Collection Method

Sampling Method

Random Sampling

Sample Size

100 samples

Nature of research

Exploratory method of research

Proposed methodology for the project is as follows:

Defining the project objective

Selection of the data collection method

Selection of the method of the analysis

Data collection

Data analysis

Reporting

RESEARCH METHODOLOGY RESEARCH DESIGN

A research design is a type of blue print prepared depending on the various types of the print
available for the collection, measurement and analysis of data. A research design calls for
developing of most efficient plan for gathering the needed information. The design of a
research is based on the purpose of the study.
A research design is the specification of the methods and procedures for acquiring the
information needed. It. is overall operational pattern or framework of the project that
stipulates what information is to be collected from which source and by what procedures.
53

TYPES OF RESEARCH

Exploratory Research

Descriptive Research

Marketing practitioners who generally use the term qualitative and quantitative instead of
exploratory or descriptive do generally not use these terms. But the terms quantitative and
qualitative suggest the character of the data under process by which they are gathered rather
than the fundamental objective than the research.

Exploratory Study:
is done to generate new ideas; respondents should be given sufficient freedom to express
themselves. Sometimes a group of respondents is brought together and a focus group
interview is held.
An exploratory study is generally based on the secondary data that are already available. It
does not have a formal and rigid design as a researcher may have to change the focus or
direction, depending on the availability of new ideas and relationships among variable. This
study is in the nature of preliminary investigation whereas the researcher himself is not
sufficiently knowledgeable and is, therefore unable to frame detailed research questions. The
study involves qualitative research design.

Qualitative Research Design

If the purpose is to get new ideas then qualitative research may be in order. The choice for
data collection techniques for the study includes.

Depth interview- It is a lengthy, non-structured interview between a respondent

and a highly trained interviewer, Respondent are encouraged to talk freely about
their activities, attitudes and interests in addition to the product category and brand
under study.
Project Technique- It is designed to tap the underlying motives of individual
despite their unconscious rationalization or efforts at conscious concealment. It
consists of variety of disguised tests,

54

FOCUS Groups- This group consists of 8 to 10 respondents who meet with a

moderator/ analyst for a group discussion focused on a particular product or
particular category.

Descriptive Study:
is under taken in many circumstances. When the researcher is interested in knowledge the
characteristics of certain group such as sex! age; educational level; occupation and income;
interested in knowing the proportion of give population who have behaved in a particular
manner; making the projections of certain things; or determining the relationship between
two or more variables, descriptive study may be necessary.
Descriptive data are commonly used as directed bases for marketing decisions. These are
well structured. Design in such studies must be rigid and flexible and focus attention on the
following.
What the study is about and why is it being made?
What techniques of gathering data will be adopted?

How much material will he needed?

Where can the required data be found?

Processing and analyzing the data.

Reporting the findings.

Descriptive research can be done with the help of quantitative research design.

55

Quantitative research design

If the descriptive information is needed than research undertaken is quantitative. The choice
of data collection, techniques for this study includes.

Observation- By watching people, observational researchers gain a better

understanding of what a product symbolizes to a consumer, and greater insight into the bond
between people and products that is essence of brand loyalty.

Experimentation-It is possible to test the relative sales appeal of many types of such

variables such as package, prices, promotional offers, or copy (homes-through experiments

designed to identify causes and effects

Surveys If the researcher wishes to ask consumer about their purchase preference they

do it through survey, which is of three types

Personal Interviews: through Correspondents

Telephone Surveys: through telephone

Mail Surveys; through posts.

The research design adopted in this study is descriptive research in order to produce
descriptive information such as purchase pattern & criteria decision-making and influenced
price perceptions and brand awareness, of consumers. The survey has conducted through
personal interviews,
SAMPLING
An integral component of research design is the sampling plan. Specifically, it address three
questions
Whom to Survey (The Sample Unit)

How many to Survey (The Sample Unit)

How to select them (The Sample Procedure)

Making a census study of the entire universe will be impossible on the account of limitations
of time and money. Hence, sampling becomes inevitable, A sample is only a portion of the
universe of population. According to Yule, a famous statistician, the object of sampling is to
get maximum information about the parent population with minimum effort. Properly done,
sampling produces representative data for entire population,

56

METHODS OF SAMPLING

Probability Sampling is also known ae random sampling or chance sampling. Under

this sampling design every item of the universe has an equal chance, or probability, of being
chosen for the sample. This implies that the section of the sample items is independent of the
persons making the study ie., the sampling operation is controlled objectively so that the
items will be chosen strictly at random. Probability sampling takes the form of

Simple Random Sampling

Systematic Sampling
Stratified Sampling

Cluster & Area Sampling

Sequential Sampling

Multi stage Sampling

Non Probability Sampling is also known as deliberate sampling, purposive and

judgmental sampling. Non-probability sampling is those that do not provide every item in the
universe with a known chance of being included in the sample. Non probability sampling are
of following type:

Convenience Sampling

Quota Sampling

Judgmental Sampling

Panel Sampling

The sampling method used here is Non Probability Sampling in which convenience
Sampling has been used. The total sample unit is 100 consumers.

57

DATA COLLECTION METHOD

Collection of data is the first step in statistics the goal of conclusion. The data collection
process follows the formulation of research design including the sample plan. Data can be
secondary or primary, can be collected using variety of tools.

Collection of Primary Data during the course of doing experiments in a

experimental research but in case we do research of descriptive type and performs
surveys, whether sample surveys or census surveys, the we can obtain primary data
either through observations or through direct communications with respondents hi
one form or the another or through personal interviews. This, in other words, means
that there are several methods of collecting primary data, particularly in surveys and
descriptive researches. Important ones are:

Observation method

Interview method
Through questionnaires
Through schedules
Warranty cards

Distributor audits

Pantry audits

Consumer panels

Using mechanical devices

Through projective techniques

Depth interviews

Content analysis

In marketing research, field survey is commonly used to collect primary data from
respondents. Surveys can be
a)

Personal

b)

Mail

c)

Telephonic

It is' common practice to use structured questionnaires prepared in advance, to elicit the
necessary from the respondents. Whether it is personal or mail survey, it is necessary to
58

design suitable questionnaire, conduct a pilot survey and undertake a presetting of the
questionnaire. The pre-testing will enable the researcher to realize the shortcomings of his
questionnaire.
Secondary Data means that data that are already available i.e., they refer to data, which
have

already been collected and analyzed by someone else. When researcher utilizes

secondary data, he has to look into various sources from where he can obtain data. Usually
published data is available in

Various publications of central, state and local government

Various publications of international bodies

Technical &trade journals

Books, magazines, & newspapers

Reports and publications of various associations connected with

business and industry, banks, stock exchange etc.

Report prepared by research scholars, universities, economist, etc., in

different fields

Public records and statistics, historical documents and other sources of

published information,

RESEARCH METHODOLOGY ADOPTED

Research Design

Descriptive Research

Research Instrument

Structured non-disguised questions

Sampling Plan

Sample Method

Non-Probability Sampling

Sample Size

100

Sample Unit

Consumers

Sampling Design

Convenience Sampling

Sources of Data
Primary Data

Structured Non-Disguised Questionnaire

Journals, Booklets, etc.

Secondary Data

59

60

Which soft drinks products do you sale?

Products

% of Sellers

Coke

22

Pepsi

28

Both

50

ANALYSIS:- The Retailers are selling cold drinks with these percentage
like. Coke 22%, Pepsi 28% and both 50%.

61

 Are you satisfied with the function of the marketing Intermediaries?

Factors

% of Responses

Yes

90

No

10

ANALYSIS: - The Satisfaction levels with marketing Intermediaries are 90% Yes and
10% No, Responses are given by sellers.

62

 How do you get delivery?

Delivery By

% Responses

Wholesalers

32

Retailers

44

Jobbers

16

Manufacturers

ANALYSIS: - Delivery of products 44% by Retailers, 32% by Whole sellers,

16% by Agency Holders (Jobbers) and 8% by Manufacturers.

63

 If Whole seller, then what benefits does you find?

Factors
Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

% in Responses
19
31
19
19
12

ANALYSIS:- If whole sellers than benefits with whole sellers, The Profit
margin is 31%, Transportation cost 19%, Easy availability 19%, Destroy of
bottles 19%, and Delivery on time 12%.
64

 If Retailer, then what benefits does you find?

Factors

% in Responses

Transportation Cost
Profit Margin

14
23

Easy Availability

41

Reduces destroy of product

Delivery on Time

5
17

65

Factors
Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product

% in Responses
13
25
36
13

Delivery on Time

13

ANALYSIS:-

If Retailer than benefits with Retailers, The Profit margin is 23%,Transportation

cost 14%, Easy availability 41%, Destroy of bottles 5% and Delivery on time 17%.
If Agency holders (jobber), then what benefit do you find?

66

ANALYSIS: - If Jobbers/Agency holders than benefits with Agency holders

(jobbers), The Profit margin is 25%, Transportation cost 13%, Easy availability
36%, Destroy of bottles 13%, and Delivery on time 13%.

Do you think that particular brand Coke gives you required return?

Factors

% of Responses

Yes

76

No

24

67

ANALYSIS:-

The particular brand Coke gives required return. The

responses are given buy Retailers/Agency holders/Distributors as.. 76 % of Yes

and 24 % of No.

Do you satisfied with the company policy that provides directly to seller?

Factors

% of Responses

Yes

78

No

22

68

ANALYSIS: company

Retailers/Agency holders/Distributors are satisfied with the

policy,

the

responses

are

given

by

Retailers/Agency

holders/Distributors 78 % of Yes and 22 % of No.

Have you received all the schemes offered by the company?

Factors

% of Responses

Yes

72

No

28

69

ANALYSIS:-

Retailers/Agency holders/Distributors have received all

schemes offered by the company. The responses are 72 % of Yes and

28 % of

No.

Do you think Coke is most suitable in the way of soft drinks products?

Factors

% of Responses

Yes

68

No

32

70

ANALYSIS: -

Coke is most suitable in the way of soft drink products for

Retailers/Agency holders/Distributors. The 68 % of Yes and 32 % of No

responses come.

AREA WISE PEI CHART BASED ON EVERY DEALER

SURVEY AT DEHRADUN

71

72

CONCLUSION

The conclusion of Research Report shows that:

The Retailers prefer the coke brands like Thums up, Coca-Cola, Limca, Sprite, and
Maaza.
The more satisfaction level is increased by Coke..
Coke products easy available in retail shops.
Coke gives required return to Retailers/Agency holders/Distributors.
Coke is most suitable brands in cold drinks Industry.

73

RECOMMENDATIONS AND SUGGESTIONS

The Company should come up with better promotional schemes and services.

The field staff of company needs to be more co-operative with our sellers.

The A.S.M. of the company must go for a regular visit in the areas to solve the

problems of retailers.

Proper sales forecasting should be done.

The companies provide competitive rates and schemes.

Routine service of the delivery vehicle should be carried out.

Explicit defined authority has to maintain all the flavors in the season and after season

(like Sprite and Coke).

The company personnel have to maintain all the flavors in the season and after season

(like Sprite and Coke).

The company personnel have to maintain proper supply in the market.

Previous year sales and overall performance of the retailers should be considered for

providing facilities.

To make relationships with retailers/agency holders/distributors.

74

75

QUESTIONNAIRE

NAME

...................................

DATE

............................................

ADDRESS

PH.NO

QUESTIONS ARE BEING ASKED FROM THE RETAILERS IN ALIGARH REGION:

Q.1-

Which soft drinks products do you sale?

Coke
Pepsi
Both

(
(
(

)
)
)

Q.2- Are you satisfied with the function of the marketing Intermediaries?

Yes
No

(
(

Q3-

How do you get delivery?

Wholesalers

)
)

)
76

Retailers

Jobbers

Manufacturers

Q.4- If Whole sellers, then what be nefits do you find?

Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

(
(
(
(
(

)
)
)
)
)

Q.5- If Retailer, then what benefits does you find?

Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

(
(
(
(
(

)
)
)
)
)

Q.6- If Agency holders (jobber), then what benefit do you find?

Transportation Cost
(
Profit Margin
(
Easy Availability
(
Reduces destroy of product (
Delivery on Time
(

)
)
)
)
)

77

Q.7- Do you think that particular brand Coke gives you required return?

a) Yes
b) No

(
(

)
)

Q.8- Do you satisfied with the company policy that provides directly to seller?

a) Yes
b) No

(
(

)
)

Q.9- Have you received all the schemes offered by the company?

a) Yes
b) No

(
(

)
)

Q.10- Do you think Coke is most suitable in the way of soft drinks products?

a) Yes

b) No

(
(

)
)

Signature
78

79

80

BIBLIOGRAPHY

Web sites-

www.cocacolaindia.com

www.google.com

Marketing Management Books:-

Philip Kotler

Kotler & Keller

81