Summer Training Project Report

On

Marketing strategies & promotional activities

of Coca- Cola

(Session 2018-2020)

Submitted to: Submitted by:

SUNANDA SHARMA MOHIT DIXIT

Roll No-1851170026
MBA 3rd Semester
GL BAJAJ GROUP OF
INSTITUTIONS,
MATHURA

Page | 1
 CONTENT

1) INDUSTRY PROFILE

2) COMPANY PROFILE
I) INTRODUCTION OF THE COMPANY

II) ORGANISATIONAL SET UP & STRUCTURE

III) PRODUCTION PROCESS

IV) SEGMENTATIONOF SOFT DRINK

3) STUDY MATERIAL
I) INTRODUCTION OF THE STUDY

II) OBJECTIVES OF THE STUDY

III) SCOPE OF THE STUDY

IV) LIMITATION OF THE STUDY

4) RESEARCH METHODOLOGY

5) COLLECTION OF THE DATA

6) DATA ANALYSIS &INTERPRETATION

7) FINDINGS OF THE STUDY

8) CONCLUSION & SUGGESTION

BIBLIOGRAPHY

ANNEXURE

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 TO WHOM SO EVER IT MAY CONCERN

DATE :-

Certify that the Project Report titled " Marketing Strategies &
promotional activities of Coca- Cola " with special reference to “ CO
brindavan agro pvt.ltd. agra has been prepared by MOHIT DIXIT, Roll No.
1851170026, (2018-2020)under my direct supervision and guidance.

This Project Report has been prepared by a comprehensive and deep

study on the topic.

The efforts for the completion of this Project Report for Partial
fulfillment of the Degree of Business Administration is praise worthy.

I strongly recommend this report for evaluation.

I wish him all then success in life.

HR-MANAGER

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 ACKNOWLEDGEMENT

It is my proud privilege to place on record my deep sense of gratitude

to my project guide all faculty member MBA Department, Gl bajaj
group of institutions, Mathura, for his guidance of supervision.

And I am highly indebted to Mr. Ganesh (Sales Executive Mathura

brindavan agro pvt.ltd. agra) for his guidance to me at every step during
my training, support and encouragement.

I am also obliged to Mr. Rakesh (ASM, Mathura brindavan agro pvt.ltd.

agra ) for providing me a chance to do training in such a prestigious
organisation. Further, I would like to thank the management of New
Delhi Plant also. My thanks also goes to my family especially my father
and mother for inspiring me to do M.B.A.

I would also like to thank my friends and well wisher for support and
encouragement.

Last but not least I would like to thank the distributor and retailers in
Mathura of Cola- Cola for their co- operation

MOHIT DIXIT

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 PREFACE

Keeping in view the need of submitting project report for the "M.B.A
course this project report has been prepared. The topic of this project
report is “Marketing Strategies & Promotional Activities of
Coca- Cola ". This "Project Report" is the collection of facts of my
eight weeks training in agrawal suppliers Mathura . Today is the era
of cut throat competition, especially in soft drink market there is
server competition. And the importance promotion as a management
tools and increased nowadays. Sales Promotion of a firm contribute
up to a great extent in its success in today's era. The main concern of
my study is to have knowledge and an idea about Sales promotion of
Coca- Cola India Inc. and suggest measure for improving promotional
activities. The whole report is divided in several chapters to deal with
topic in a proper way. The training gave me a chance to have
practical experience and also the real theoretical knowledge which I
am getting in 'M.B.A'.

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 Chapter-1

Industry Profile

Soft drink market demand is very strong in all over the world. Now

there are two major company of Soft drinks Coca-Cola & PepsiCo

which are competitors to each other.

The company consists of Frito-Lay North America, PepsiCo Beverages

North America, PepsiCo International and Quaker Foods North

America. PepsiCo brands are available in nearly 200 countries and

territories and generate sales at the retail level of about $92 billion.

Some of PepsiCo's brand names are more than 100-years-old.

PepsiCo was founded in 1965 through the merger of Pepsi-Cola and

Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with

The Quaker Oats Company, including Gatorade, in 2001.

PepsiCo entered India in 1989 and has established a business which

aims to serve the long term dynamic needs of consumers in India.

The group has built an expansive beverage, snack food and exports

business and to support the operations are the group’s 37

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bottling

plants in India, of which 16 are company owned and 21 are

franchisee owned. In addition to this, PepsiCo’s Frito Lay snack

division has 3 state of the art plants.

The world's largest beverages company Coca-Cola begins more than

century ago. The Coca-Cola Company's world head quarters in

Atlanta Georgia (U.S.A).

On May 8, 1886 was particular day when the worlds largest favourite

soft drink was made by the pharmacist. Dr. John Styth Pernaberton.

That same day that new product made its debut as a soda fountain

drink for five cents a glass. At same point by accident or design,

carbonated water was mixed with the syrup to create that would

become the world's favourite soft drink. Dr. Pemsaron's partner and

book- keeper Frank M. Robinson suggested the name Coca- Cola, it

has two Cs would look will in advertising and they penned the

famous trade mark in his new favourite script.

After making soft-drink, he began to advertise and on May 29, 1886

the first advertisement Coca-Cola "Delicious and Refreshing". In

1886, the average sales was nine drinks per days.

Dr. Pemberton had thought about the potential of the beverage,

which he had created, after the demise of Pemberton in the year of

1888 an Ationta druggist and businessman, Asa G Candler actively

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purchased the out standing shares of Coca- Cola, because he knew

the potential

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of the Coca- Cola and in 1891 he invested $2300 and acquired

complete control.

Mr. Candler had enough knowledge of marketing. He pioneered the

concept of Coupling by distributing complementary glasses of Coca-

Cola. He did something to promote the beverages on such items as

calendars, fountain and clock, sales increased ten fold. He had first

registered the trademark "Coca-Cola" in the United States Patent

Office on January 31, 1893 and had been renewed periodically.

In 1894 the company opened its first syrup manufacturing plant

outside Atlanta in Dallas Texas and the following year another plants

opened in Chicago and Los Angeles. In 1894 merchant Joseph A

Bidenharm of vicksuburg, Mississippi became the first batter of Coca-

Cola when he installed bottling machinery in his candy store. In 1889

large scale bottling began when Benjamin F. Thomas and Joseph

while head of Chattangoga. Tennorre, Secured from chandler for $1

exclusively right to bottle and sell Coca-Cola nearly everywhere in

the United States.

After opening the first bottling plant same year John T. Lopton,

entered into the business of Coca- Cola, and he did contrast with

entrepreneurs to establish community bottling operations and

exclusive territories to market Coca- Cola that began today's

worldwide network of bottling companies, most of that are still locally

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owned and operated. And now today the bottling system has

become

a backbone of the Coca-Cola company's soft drink operations, and

makes Coca-Cola a local product for consumers around the globe.

In 1919 the owner of the company again changed, candler sold the

Coca-Cola for $25 million to Atlanta banker Ernes Woodruff. Ernest

Woodruff’s33 years old son, Robert was elected president of the

Coca- Cola Company. He reincorporated the business as a Delaware

Corporation and 5,00,000 shares of common stock were sold

publicity for $40 per share. Rober Woodruff was a very enthuiasic

person, he wanted to give the company a new way and to take the

company to greater height.

In 1967, Duncan foods, a coffee produce was acquired by the

company and led to the formation of the Coca-Cola Company's food

division.Which has known as the minute maid company. A new

product wine was manufacturing in the United states from 1997 to

1983.

In 1991, The company and the Nestile S.A. formed joint venture

company, it was established primarily to manufacture, market and

distribute ready to serve tea beverages and coffee beverages under

the trademark Nestle and Nescafe respectively. This joint venture

was established on a world wide basis with the exception Japan.

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Formation of Coca-Cola beverages stated in a very simple way, but

toady it has spread world-wide. It has a wonderful history and

exciting

future. Despite having many ups and down in its way it went on

ahead and today it is a house hold name and a favourite among its

customers.

Chapter-II

COMPANY PROFILE

(1) Introduction of the company

(2) Organisational Setup & Structure

(3) Production Process

(4) Segmentation of Soft drink Market

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 Introduction of the company

A soft drink is a non alcoholic beverages. It is artificially flavoured

and contains no fruit or pulp. The first principle of philosophy of coke

that it can be substituted only by coke. It may be Camapa- Cola.

Thums- Ups. But is has to be Coke. A Coke can never be replaced by

tea coffee, bear, wine or water perhaps Cola is life style. Cola is a

way of thinking, Cola is a culture.

India is the second largest country in the world in terms of

population. It is one of the largest consumer market with the

development of economy.

Coca- Cola (An USA base Company) was the first soft drink company

in India which stated in business in 1958, Gradually, it becomes the

part and parcel of the life of the urbanities particularly in Bombay. It

was launched with an investment of Rs.6.6 Lakh only which made a

turnover or Rs.12.98 Lakhs the very next year with a gross profit of

Rs. 3.97 Lakh and it expanded into a giant 100 crores. Complex of 22

bottling plants, the product or which were retailed through 2,00,000

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outlets. The phenomenal capacity of Coca-Cola's 22 bottling plants

approximated 30 lakh bottles a day.

But in 1977, during the reign of Janta Party. The Indian Govt.

imposed restrictions on the company.

After the exit of Coca-Cola from India, the first national Cola drink

was Double Seven, In the mean time, pure drinks, Delhi, Switched

over to Campa Cola in the market.

The beginning of 1980 saw the birth of another Cola drink, Thums-

up (it was actually launched in 1978-79) by parle as " The Refreshing

Cola" by the mid eighties, there was Thrill by Mc. Dowells and by the

late eighties there was Double Cola.

In 1978, parle led the Indian soft drink market (share 33%) with its

Gold spot and Limca brands, Later Thums- Up also started

contributing to its growth. In 1983 its market share was 43% in

1987.44% and in 1990. It had reached 70%. This has been due to

growing popularity of Limca and Thums- Up.

In 1990 about 13 years after the exit of Coca-Cola from India

another giant American MNC, PCL (Pepsi Food Limited) came in the

market.

Thus, in the decade of 90's Pepsi and parle were the only two main

competition in the soft drink market, there was a cut through

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competition between them.

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In 1993, the Coca- Cola re-entered the Indian soft drink market and

acquired five major brands of parle L.E. Thums-Up, Limca, Citra

Maaza and Gold Spot. Thus Coca-Cola and Pepsi are the only giant

MNC in the soft drinks market which are indulge in Cola war to gain

a clear edge over the other.

ORGANISATIONAL STRUCTURE

brindavan agro pvt. Ltd. agra.

General Manager

Financ HRD Marketi Producti

e ng on

Asst Executi
HR ve
Adm
Sales Marke Shipping Chemi Pro
Mana ti ng and c al du
g er Room ctio
Manag
ware
n
er
housing
Sup
er
visi
on

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 ASM

ASM W
or
k
e
r

Page | 16
Sal M
es a
Exe r
cut k
ive e
ti
n
g
E
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Mathura
 Area General
Manager

Financ HR Sal Producti

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Asst.
Manag HR Adm Shoppi Che Pro
er ng and mica duc
ware l tion
housing Roo Sup
m ervi
sion

Ass Execu
t tive
ASM ASM ASM ASM ASM

Sale Sale Sales Sale Sale

s s Executi S s
Exec Exec Ve Exec Exec
utiv utiv utiv utiv
e e E e
 PRODUCTION PROCESS

RAW MATERIAL INPUT

A soft drink bottling plant require following raw materials

 Sugar

High purity crystal sugar is required to produce the sugar syrup

for soft drink

 Essence

Different flavours require different essence. Essence used in the

production process is of high quality

 Water

The raw water is taken out from grounded pumps. Water quality is
being strictly adhered through regular sampling and analysis

 Co2 Gas

Co2 Gas of the required purity is being carried on from different

suppliers

 Crown Cork

It is used for closing the bottle mouth to make it completely are tight
ABOUT THE PRODUCTION PROCESS

WATER TREATMENT PLANT

Water in the brindavan agro pvt. ltd. agra. Mathura is coming from its

own pumping set. It is stored in reservoir. Before ensuring

production the raw water is being treated in the water treatment

plant. The process involved is known as coagulation process. The

main chemicals used are Ferrous sulphate. Calcium hydroxide and

Chlorine. Initially water is treated with all the chemical in a treatment

tank and become turbid. All impurities get settled at the base and

remove the turbidity then it is sent to the carbon tank where all the

micro organism and chlorine's are removed. The water so obtained is

completely free form any kind of impurities and maintained until as

much as 50 ppm.
BOTTLE WASHING PLANT

Used bottle returning from the market is stealthy. It is completely an

auto process which takes place within a machine the machine has

three compartment. Bottle for washing are placed on cover come

inside the machine and get successive treatment. Bottle are treated

with 4% Caustic Soda in the first compartment having temperature

of 100-1500F. In the next phase they are conveyed to the second

compartment where bottles are again treated with 2% of Caustic

Soda at temperature of 120 0F. In the third compartment bottles are

treated with soft salter Time duration in each compartment is 10

minutes. Bottles are then sent through the inspection centre where

these are watched against strong light.

SYRUP ROOM

Here syrup is prepared from filtered water sugar and the essence.

The room is well equipped with several tanks and filters. The fire

stone is heating tank, in which syrup is actually prepared Calculated

amount of syrup along with essence and water are being heated

upto 850 C thus a saturated solution is being prepared. Syrup is sent

through a machine called filter press. Syrup is filtered here. Filtered

syrup is next passed through a para flow cooler when by recycling

and glycol method, the temperature of the syrup is called down to

20-250C. Cooled syrup is then stored in syrup tanks.

Now syrup comes to the Traumatic Machine. Here syrup is mixed

with carbonated water under pressure in definite proportion.

Inspected bottles gradually come under the Filtration machine.

Carbonated syrup by this time fills the filler machine. From this

machine syrup is poured into the bottles in calculated amount. The

exact rate of filling is 400 BPM meanwhile crowner machine helps in

closing the bottle mouth with the help of caps completely air tight.

While filling up the bottles of Thums Up & Limca room temperature

should be around 2.5 0C to 30C whereas for Coca- Cola & Fanta the

temperature should be around 2 0C.

Ready bottles are again sent through an inspection centre for

through examination on Conveyer Next they are carried on a round

table where they are collected and shipped for the market.
 SEGMENATION OF SOFT DIRNK MARKET

Soft Drink is a product which is non alcoholic in nature, artificially,

flavoured & it contains no fruit, juice or pulp. It is very popular

through out the world and sincerely purchased by consumer for

quenching thirst in summer and also to have cooling refreshment

Basis:- Type of Product

Non

Alcoholic

Soft Drinks

Soft Drinks Fruit Drinks

sunfill Rasana
Squace etc

Carbonat Non
ed Soft Carbon
Drinks ated
Soft

Drink
Maaza,
S
l
i
c
e
,

F
r
o
o
t
i
,

J
u
m
p
i
n
Cola Products Non
Thums up Cola
Coke Pepsi Products
Pepsi Aha Orange
Diet Coke (Fanta,
Mirinda
Lime)
Clear

(Sprite, 7Up,

Canada Dry,
Mountain
Dew)
 Chapter-III

(1) Introduction to the study

(2) Objectives of the study

(3) Scope of the study

(4) Limitation of the study

 (1) INTRODUCTION OF THE STUDY

It is said that sixties was the decade of ENGINEERS, seventies was of

DOCTORS, eighties was of CHARTERED ACCOUNTANTS and the

decade that just passed away, i.e. nineties was of M.B.A. And still the

scope of M.B.A, is very good. The main reason for this change is the

process of globalisation and Liberalisation which is still on in our

country.

Today's economy is not simple as before. The new economy is based

on digital revolution and management of information. The customers

nowadays are more empowered and aware than before. The

propensity to consumer among the consumers is highest in most

parts of the world including our country. The process of

"Globalisation" is the process of integration of world's economies.

This process has positively affected our economy up to a great

extent. Internationally India, the world's largest democracy, is already

regarded as an emerging economic power with potential to rank

among the first five major nations of 21 st century. India is one of the

fastest growing economies of the world along with china.

In this age of servers competition, promotion is the only marketing

tools which can be manipulated easily. The reasons is that the

present
era is of information management. And the company which

communicates well succeeds.

The purpose of my study is to test effectiveness of the promotional

activities of brindavan agro pvt.ltd. agra in the present globalised

economy of India. To test the effectiveness of promotional activities of

coca- cola I conducted exhaustive study and analysis of market

conditions of soft drink during my training in Mathura. And I found that

promotional activities conducted by the company are satisfactory but

they need certain improvement.

 (2) OBJECTIVES OF THE STUDY

Every research and study has some purpose to goal for which it is

conducted. My study of "MARKETING STRATEGIES & PROMOTIONAL

ACTIVITIES of Coca- Cola" has the following objectives.

1. To test the effectiveness of promotional Activities of Coca-Cola in

the present circumstance prevailing in the market.

2. To see how much the promotional activities are successful in

popularizing the company's products and pulling the consumers

towards the company.

3. To compare the effectiveness of coca- cola's "Promotional

activities" with its rival's i.e. Pepsi's promotional activities.

4. To see that whether the final consumer of coca- cola and

intermediaries are getting proper benefits from sales promotional

activities or not.

5. To judge the popularity of ads and the popularity of brand

ambassadors and ambassadors of Coca- Cola.

6. To appraise the personal selling efforts directed by Coca-Cola.

7. To see that whether public relations activities are done properly

and are good enough according to the need of time.

8. To suggest measures to further improve the promotional activities

of Coca-Cola and make it more competitive.

(3) Scope of the study

In this age of servers competition, promotion is the only marketing

tools which can be manipulated easily. The reasons is that the

present era is of information management. And the company which

communicates well succeeds.

Today is the era of cut throat competition, especially in soft drink

market there is server competition. And the importance of promotion

as a management tools and increased nowadays. Sales Promotion of

a firm contribute up to a great extent in its success in today's era. So

we can say that promotional activities play important role in

increasing the sales.

The Scope of my study is to give suggestions to coca- Cola India inc

for further improvement in promotional activities after testing the

effectiveness of the promotional activities of it.

To get comparison about the effectiveness of coca-cola's

"Promotional activities" with its rival's i.e. Pepsi's promotional

activities Which will be helpful in suggest measures to further

improve the promotional activities of Coca-Cola and make it more

competitive.

The main concern of my study is to have knowledge and an idea

about the Marketing strategies of BRINDAVAN AGRO pvt.ltd. and

suggest
measure for improving promotional activities. The training gave me a

chance to have practical experience and also the realize theoretical

knowledge which I am getting in 'M.B.A'.

(4) LIMITATION OF THE STUDY

The whole work is based on areas falling under Mathura. The surveyed
areas are just small divisions of the large market due to lack of time,
financial & transport problem. So my research cannot be generalised on
state or national levels. I have contacted only 100 retailers, 10
Distributor and 200 consumers for assessing the effectiveness of the
promotional activities of Coca- Cola. The people who have been
contacted from a very small part of whole soft drink market.

Chapter – IV
 RESEARCH METHODOLOGY

RESEARCH PROBLEM

To assess the effectiveness MARKETING STRATEGIES of 'coca-cola'

and judge them in comparison to the MARKETING STRATEGIES of its

rival 'Pepsi' are the objectives of my study. In other words, these are

the problems for which research in conducted.

RESEARCH DESIGN

Systematic Random sampling method has been used to do survey for

the purpose of research. I have contacted the people in general to

asses the advertising popularity. Retailer and distributors have also

been contacted to have an idea of effectiveness of promotional

activities of Coca-Cola.

Systematic Random sampling method have been applied in selecting

the retailers and consumers.

METHOD OF COLLECTION

Primary data have been collected for the purpose of research

Information are collected through schedules. To avoid bias of

behaviour of the consumers and retailers identify was kept hidden.

ANALYSIS OF DATA

Collected data have been analysed by tabulating them and applying

frequency distribution method and percentage method.

NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS

CONTACTED

By applying systematic random sampling 200 consumers have been

contacted and asked regarding the advertisements of Coca- Cola.

100 retailers and ten distributors of Udyog vihar & DLF territory have

been contacted for assessing the effectiveness of sales promotional

activities of coca-cola and put several questions to judge whether

they are satisfied with the schemes of sales promotion or not.

 Chapter-V

COLLECTION OF THE DATA

This study was executed to evaluate the comparative position off

Coke with particular reference to Pepsi in Mathura. Data was

collected with the help of questionnaires designed separately for the

retailers, Distributors & Consumers. The data was collected, has been

illustrated below through charts and graphical representations.

NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS

CONTACTED

By applying systematic random sampling 200 consumers have been

contacted and asked regarding the advertisements of Coca- Cola.

100 retailers and ten distributors of Mathura territory have been

contacted for assessing the effectiveness of sales promotional

activities of coca-cola and to judge whether they are satisfied with

the schemes of sales promotion or not.

Survey of Distributors

Ques 1. What do You think about the Sales promotional Schemes

offered to you by the company.

(a) Excellent (b) Good

(c) So- So (d) Not Satisfied

Reply No. of Distributor

Excellent 2

Good 5

So- So 2

Not Satisfied 1
Ques 2. Do you think that more Sales promotional Schemes are
needed for distributors of retailers.

(a) Yes (b) No

Reply No. of Distributor

Yes 7

No 3

Ques 3. What do you think about personal - selling assistance gives to

you by company.

(a) Excellent (b) Good

(c) So- So (d) Not Satisfied

Reply No. of Distributor

Excellent 3

Good 5

So- So 1

Not Satisfied 1
Ques 4. Do you think that more POPs. Advertising materials and
refiregerators needed in Mathura territory from Coca- Cola

(a) Yes (b) No

Reply No. of Distributor

Yes 7

No 3

Survey of The Retailers

Ques 1. Which Company's product do you stock? This question was
framed to find out, the products being stocked by retailers in
Mathura.

Product No. of Retailers

Coke 49

Pepsi 6

Both 45

Ques 2. Since how long you are selling this product. This question was
structured to find out the exact period being sold by the retailers

Product No. of Retailers

Less than 1 year 27

1-2 21

2-5 22

More than 5 years 30

Ques 3. What promoted you to stock this product? This question was
asked basically to know. Why do you stock this product?
Reason No. of Carats

Customer 55

Commission 36

Advertisement 1

Sales Promotion 8

Ques 4. What is you daily sale? The question was asked to know,
what exact was the volume of daily sales?

Daily Sales (in carat) No. of Retailers

0-1 43

1-5 54

5-10 3

Ques 5. What product to do you sell more? This question was framed
to know which product is highly demanded in the market.

Product No. of Carats

Thums- Up 75
Pepsi 13

Coca- Cola 4

Sprit 3

Others 5

Ques 6. Which age group customers came to you? This question was
asked to evaluate age factor i.e. what is the percentage of customer
age group who mostly come to the retailers.

Age group (in years) No. of Customers

15-25 65
25-35 23
35-45 4
25-45 3
15-45 6
Below 15 to above 45 7

Ques 7. Would you like to remain with your product? This question
was asked to know, whether the retailers want to remain with their
product or not?
(a) Yes (b) No
Reply No. of Retailers

Yes 65

No 7

Not sure 28
 Survey of The Consumers

Ques 1. Which Company's product do you like to drink? This question

was framed to find out, Which Company's products being drinked by
consumers in Mathura.

Product No. of Consumers

Coke 82

Pepsi 18

Both 100

Ques 2. What do you like about the products of Coca-Cola ? This

question was asked basically to know. Why do you like the products
of Coca-Cola ?

Reason No. of Consumers

Advertisements 90

Brand name 30

Test & Quility 50

30
Schemes (like free gifts)

Ques 3. From what type of advertisement you inspired for

purchasing
the products ?

Type of Advertisement No. of Consumers

T.V. Advertisement 130

News paper & Magzine 18

Posters & Banners 52

Chapter-VI
 DATA ANALYSIS AND INTERPRETATION

Data was collected with the help of questionnaires designed

separately for the retailers, Distributors & Consumers. The data was

collected, has been illustrated below through charts and graphical

representations.

NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS

CONTACTED

By applying systematic random sampling 200 consumers have been

contacted and asked regarding the advertisements of Coca- Cola.

100 retailers and ten distributors of Mathura territory have been

contacted for assessing the effectiveness of sales promotional

activities of coca-cola and to judge whether they are satisfied with

the schemes of sales promotion or not. Distributors & Consumers and

has been illustrated below through charts and graphical

representations
 Survey of Distributors

10 distributors of Mathura territory have been contacted for assessing

the effectiveness of sales promotional activities of coca-cola and put

several questions to judge whether they are satisfied with the

schemes of sales promotion or not. The data was collected, has been

illustrated below through charts and graphical representations..

1. What do You think about the Sales promotional Schemes offered

to you by the company.
 (a) Excellent (b) Good

(c) So- So (d) Not Satisfied

Reply No. of Distributor

Excellent 2

Good 5

So- So 2

Not Satisfied 1
 Distributors views about sales promotion
no. of Distributors

schemes

6
5
4
3 No. of Distributor
2
1
0

Distributors reply

Above Design clearly shows that 5 of the Distributors think that the
Sales promotional Schemes offered to him by the company is Good, 2
Excellent, other 2 So- So and 1 not satisfied.
2. Do you think that more Sales promotional Schemes are needed for
distributors of retailers.

(a) Yes (b) No

Reply No. of Distributor

Yes 7

No 3
 8
7
6
no. of Distributors

5
4 No. of Distributor

3
2
1
0
Yes No
Distributors reply

From the above diagram, it reveals that 7 Distributors think that more
Sales promotional Schemes are needed for distributors of retailers and
3 Distributors think that more Sales promotional Schemes are not
needed for distributors of retailers.
3. What do you think about personal - selling assistance gives to you
by company.

(a) Excellent (b) Good

(c) So- So (d) Not Satisfied

Reply No. of Distributor

Excellent 3

Good 5

So- So 1

Not Satisfied 1

5
No. of Distributors

3 No. of Distributor

0
Excellent Good So- So Not
Satisfied
Distributors reply

From the diagram illustrated above, it is clear that 5 Distributors think

that personal - selling assistance gives to him by the company is
Good, 3 Excellent, 1 So- So and 1 not satisfied
4. Do you think that more POPs. Advertising materials and
refiregerators needed in Gurgaon territory from Coca- Cola

(a) Yes (b) No

Reply No. of Distributor

Yes 7

No 3

8
7
6
no. of Distributors

5
4 No. of Distributor

3
2
1
0
Yes No
Distributors reply

From the above diagram, it reveals that 7 Distributors think that more
POPs. Advertising materials and refiregerators needed in MATHURA
territory from Coca- Cola and 3 Distributors think that more POPs.
Advertising materials and refiregerators not needed in MATHURA
territory from Coca- Cola.
 Survey of The Retailers

Ques 1. Which Company's product do you stock? This question was

framed to find out, the products being stocked by retailers in
Mathura.
Product No. of Retailers

Coke 49

Pepsi 6

Both 45

60

50

40

30

20

10

0
Coke Pepsi Both

From the survey of the outlets, it is found that 48% of the

respondents stocks Coke 6% stock product and 45% stock both i.e.
Cole's and Pepsi's product.
Ques 2. Since how long you are selling this product. This question was
structured to find out the exact period being sold by the retailers

Product No. of Retailers

Less than 1 year 27

1-2 21

2-5 22

More than 5 years 30

 3
5
3
0
2
5
2
0
1
5
2-Jan 5-Feb
1
0 M
5 o
0 r
e
Less
than
1 t
year h
a
n

y
e
a
r
s

Above Design clearly shows that 30% of the respondents

selling this product from more than 5 years 22% of the
respondents selling product from 2-5 years, 21% selling this
product from 1-2 year and 27% of the respondent selling
this product from less than 1 year.
Ques 3. What promoted you to stock this product? This question was
asked basically to know. Why do you stock this product?

Reason No. of Carats

Customer 55

Commission 36

Advertisement 1

Sales Promotion 8
 S
Advertisem al
en t e
1% s
P
r
o
m
o
ti
o
n
8
%

Cu
Commis s
sio t
n o
36% m
e
r

5
5
%

From the above diagram, it reveals that 55% of the

Respondents stock this product due to the customers. 36%
of the respondents due to commission, 8% of the
respondents stock this product due to sales promotion and
1% of the respondents stock it due to advertisement.
Ques 4. What is you daily sale? The question was asked to know,
what exact was the volume of daily sales?

Daily Sales (in carat) No. of Retailers

0-1 43

1-5 54

5-10 3

5
-
-
1 0-1
0 43%
3
%

1--5
54%

From the diagram illustrated above, it is clear that 54% of

the respondents have daily between 1-5 chart, 43 of the
respondents have between 0-1 carat daily sale, while only
3% of the respondents have 5-10 carat daily sale.
Ques 5. What product to do you sell more? This question was
framed to know which product is highly demanded in the market.

Product No. of Carats

Thums- Up 75

Pepsi 13

Coca- Cola 4

Sprit 3

Others 5

80
70
60
50
40
30
20
10
0
Thums- Up Pepsi Coca- Cola Sprite Others

From the diagram it may be clearly seen that according to 75% of

the respondent Thums- Up is the market leader, Pepsi is the follower
by 12% share, Coca- Cola has 4% share, 3% of the respondents sale
mostly Thums- Up & Pepsi both , 3% of the respondents sales mostly
Coca- Cola & Thump-Up and the rest 5% sales Thums- UP and
Mirinda.
Ques 6. Which age group customers came to you? This question was
asked to evaluate age factor i.e. what is the percentage of customer
age group who mostly come to the retailers.

Age group (in years) No. of Customers

15-25 61
25-35 27
35-45 2
25-45 1
15-45 4
Below 15 to above 45 5

70
60
50
40
30
20
10
0
15-25 25-35 35-45 25-45 15-45 Below 15
to above
45

According to 6% of the respondent 15-25 years age group are

found of soft drinks, 27% of the respondents 215-35 years age
group mostly visit their shops 9% of the respondents are new. Below
15 to above 45, are loyal customers, according to 14% 15-45 years
age group and 2% 35-45 years age group mostly come to him.
According to 1% 25-45 years age group are the most users of soft
drinks.
Ques 7. Would you like to remain with your product? This question
was asked to know, whether the retailers want to remain with their
product or not?

Reply No. of Retailers

Yes 65

No 7

Not sure 28

Not
sure
28%

No
7% Yes
65%

When this question was asked, 65% of the respondents wanted to

remain with their product 7% of the respondents denied to remain
with their product while 28% of the respondents were not sure
whether they will remain with their product or not.
 Survey of The Consumers

Ques 1. Which Company's product do you like to drink? This question

was framed to find out, Which Company's products being drinked by
consumers in Mathura.

Product No. of Consumers

Coke 80

Pepsi 30

Both 90

Coke , 80,
Both, 90,
40%
45%

Pepsi, 30,
15%

Coke Pepsi
Both
From the diagram it may be clearly seen that 80 Consumers like to
drink Coke, 90 Consumers like to drink Pepsi & 30 Consumers like to
drink both Coke and Pepsi

Ques 2. What do you like about the products of Coca-Cola ? This

question was asked basically to know. Why do you like the products
of Coca-Cola ?

Reason No. of Consumers

Advertisements 90

Brand name 30

Test & Quility 50

30
Schemes (like free gifts)

No. of Consumers

Schemes (like
free gifts) , 30,
15%
Advertisements
, 90, 45%
Test & Quility ,
50, 25%
Brand name ,
30, 15%

Advertisements Brand name Test & Quility Schemes (like free

gifts)
From the diagram illustrated above, it is clear that 90 consumers
prefer Advertisement, 30 consumers prefer Brand name, 50
consumers prefer Test & Quality and 30 consumers prefer Schemes
(like free gifts)
Ques 3. From what type of advertisement you inspired for
purchasing
the products ?

Type of Advertisement No. of Consumers

T.V. Advertisement 120

News paper & Magzine 30

Posters & Banners 50

 Posters &
Banners,
50, 25%

T.V.
News
Advertiseme
paper &
nt, 120,
Magzine, 60%
30, 15%

T.V. Advertisement News paper & Magzine

Posters & Banners

From the diagram illustrated above, it is clear that 120 consumers

prefer T.V. Advertisement, 30 consumers prefer News paper &
Magzine, and 50 consumers prefer Posters & Banners.
 Chapter-VII

Findings of the Study

By applying systematic random sampling 200 consumers have been

contacted and asked regarding the advertisements of Coca- Cola.
100 retailers and 2 distributors of MATHURA have been contacted for
assessing the effectiveness of sales promotional activities of coca-cola
and to judge whether they are satisfied with the schemes of sales
promotion or not.

The purpose of my study is to test effectiveness of the Marketing

strategies & promotional activities of Coca- Cola India inc. For test the

effectiveness of promotional activities of coca- cola I conducted

exhaustive study and analysis of market conditions of soft drink during

my training in MATHURA. And I found that Marketing strategies &

promotional activities conducted by the company are satisfactory but

they need certain improvement .Findings of the study reveals positive

effect of sales promotions activities.

According to the analysis of collected data sales promotions activities

become motivation factor for distributors & retailers.

They show interest in increasing the sales of product for achieving

the target & they do this for taking profit of sales promotionals

schemes

Personal - selling assistance gives to them by the company & more

POPs. Advertising materials and refiregerators from Coca- Cola has
also good result on sales.

brindavan agro pvt.ltd. has captured a good market share through

sales promotionals activities in MATHURA. But for maintaining this
market share and for expansion they need certain improvement.
 Chapter-VIII

CONCLUSION AND SUGGESTIONS

Conclusion:-

For test the effectiveness of promotional activities of coca- cola I

conducted exhaustive study and analysis of market conditions of soft
drink during my training in Mathura. And I found that promotional
activities conducted by the company are satisfactory but they need
certain improvement

Suggestions:-

So as far as Suggestion is concerned I whould like to give some

suggestion which will be helpful in boosting promotional activities.
My suggestion are as follows.

I. It will be better if the company advertise Promotional

Schemes to make the retailers aware about those scheme as

well as duration off the scheme so that they can be

benefited by those schemes.

II. During off season, target oriented promotion schemes

should be started to motivated the retailers which will also

be helpful in countering its rival.

III. Free gifts must be distributed among retailer who sells

higher quantity of Coca- Cola product.

IV. When new promotional scheme started, information about

the promotional scheme. Must be published in newspaper

and advertisement of the promotional scheme be

transmitted on television so that large number of consumer

know about the promotional scheme.

 BIBLIOGRAPHY

(1) Writers Books

(a) Philip Kotler Marketing Management

(b) Rama Swamy & Nama Kumar Marketing Management

(Planning & Implementation)

(c ) R.S. Davar Fundamental of Marketing

Management

(II) News Papers

(a) The Economic Times

(b) Financial Express

(III) Magazines

(a) Business Standards

(b) Business World

(c) Business India

Annexure
 Questionnaire

For the Distributor

1. Are You satisfied with the Sales promotional Schemes offered to

you by the company

(a) Excellent (b) Good

(c) So- So (d) Not Satisfied

2. Do you think that more Sakes promotional Schemes are needed

for distributors of retailers.

(a) Yes (b) No

3. Are you satisfied with personal - selling assistance gives to you by

company.

(a) Excellent (b) Good

(c) So- So (d) Not Satisfied

4. Do you think that more POPs. Advertising materials

and refiregerators needed in Mathura territory from Coca-
Cola

(a) Yes (b) No

For The Retailers

Ques 1. Which Company's product do you stock? This question was
framed to find out, the products being stocked by retailers in Mathura.

Ques 2. Since how long you are selling this product. This question was
structured to find out the exact period being sold by the retailers

Ques 3. What promoted you to stock this product? This question was
asked basically to know. Why do you stock this product?

Ques 4. What is you daily sale? The question was asked to know,
what exact was the volume of daily sales?
Ques 5. What product to do you sell more? This question was
framed to know which product is highly demanded in the market.

Ques 6. Which age group customers came to you? This question was
asked to evaluate age factor i.e. what is the percentage of customer
age group who mostly come to the retailers

Ques 7. Would you like to remain with your product? This question
was asked to know, whether the retailers want to remain with their
product or not?

For The Consumers

Ques 1. Which Company's product do you like to drink? This question

was framed to find out, Which Company's products being drinked by
consumers in Mathura.

Ques 2. What do you like about the products of Coca-Cola ? This

question was asked basically to know. Why do you like the products
of Coca-Cola ?

Ques 3. From what type of advertisement you inspired for

purchasing
the products ?