Project Report

A RESEARCH PROJECT REPORT

ON
SALES PROMOTION OF SOFT DRINKS WITH SPECIAL REFERENCE TO HINDUSTAN COCA-COLA BEVERAGES PVT. LTD

FOR
A report submitted to Accurate Institute of Management and Technology, Greater Noida, as a mandatory part of PGDM curriculum

Submitted to: PGP CELL

AIMT, GREATER NOIDA

Submitted By: RITESH KUMAR RAI

ROLL NO. :-DM10137 BATCH :- 2010-2012

Accurate Institute of Management and Technology 49, Knowledge Park-III, Greater Noida-201306. EMAIL:- pgpcell@accurate.in
.

Proj t R ort

CE T

CATE

Thi i to certi that the project report titled SALE PROMOT ON OF SOFT DRINKS(COCA COLA) submitted to Accurate Institute Of Management and Technology, Greater Noida by RITESH KUMAR RAI in partial fulfillment of the requirement for the award of Post Graduate Diploma in Management, i e., PGDM is an original work carried out by the below mentioned student under the guidance and supervision of the below mentioned guides/supervisors. This work has not been submitted anywhere else for any other degree/diploma under my signature. The original work was carried out during 01-05-2011 to 15-07-2011 i COCA COLA. Signature of the student: _________________________ Name of the student: ____________________________ Dated: ________________________________________

Signature of the Industry Guide: ________________________________ Name of the Industry Guide: ___________________________________ Designation of the Industry Guide: ______________________________ E-mail Address: _____________________________________________ Mailing Address: ____________________________________________

Dated: _____________________ Organization

Seal/Stamp of the

Signature of the faculty supervisor: __________________________ Name of the faculty supervisor: _____________________________

Dated: ____________________

Date : ............................

Project Report

ACKNOWLEDGEMENT

I would like to take this opportunity to express our sincere gratitude to all the people who have directly and indirectly aided our research and extended their full support to our visit to their company.
We would also like to thank Mrs Neelam sheoliah our faculty, AIMT, Greater noida for his support and help anytime I approached him. His advice and support made all the difference to my work and gave it the form it has.

RITESH KUMAR RAI ROLL NO. :- DM10137 BATCH:- (2010-2011)

Project Report

DECLARATION
I RITESH KUMAR RAI hereby declare that the research workpresented in the research based project report entitled SALE PROMOTION OF SOFT
DRINKS(COCA COLA) for the partial fulfillment for the award of the

degree of Post graduate diploma in management from AIMT, Greater noida is based on my research work.

The project report embodies the result of original work and studies carried out by me and the content of the project do not from the basis fior the award of any other degree to me or to anybody else.

Date : RITESH KUMAR RAI Roll No. :-DM 7

Project Report

CONTENTS
Guide Certificate Acknowledgement Preface

TOPIC
Chapter - 1 Introduction to the Study (a) (b) (c) (d) (e) Chapter 2 Objective of the Study Scope of the Study Significance of the Study Methodology to be used Limitation of the Study

Page No.

01 - 05

Introduction of the Organization (a) (b) (c) (d) (d) History of the Organization Market Share of the Organization Competitors of the organization Product Profile Organizational Structure

06 - 18

Chapter 3 Chapter 4

A Theoretical Aspect of Sales Promotion Practical Aspect of Sales Promotion

19 - 32

Chapter - 5

Data Analysis and Interpretation

32 - 43

Chapter - 6

Conclusion and Suggestions Questionnaire Bibliography

44 - 49

Project Report

Chapter - 1
Introduction to the Study
a) b) c) d) e) Objective of the Study Scope of the Study Significance of the Study Methodology to be used Limitation of the Study

Project Report

INTRODUCTION OF THE STUDY

This chapter deals with the introductory aspect of the study. The study of Sales Promotion is the most important part of the marketing management. Entire marketing procedure revolves around the sales promotion activities.

In the modern era of competition, the business executives and educationalists have given emphasis to the philosophy, that the market should be consumer oriented with the view of changing attitude of the consumer and environment. The competitive marketing activities should not be merely with the objective of the maximization of profit and sales volume whereas it should be with prime objective of maximization of consumers' satisfaction.

In the case of Beverages industries, mostly consumer of soft drinks belong to educated and maximum belong to the middle classes, so their views keep very much importance in the case of soft drinks market. It is the consumer, who decides that what type of product should be produced and what more specialties are essential. Every moment a consumer buys a commodity, he is in fact voting for the continuous production of that commodity. It is his tasted preferences, which is revealed by his way of spending money that influence and regulate the manufacture's policies of production.

Every producer, if he wants to be successful in his enterprise, has to study the wants, needs, taste and preferences of the consumers at optimum cost. Sales promotion is the process of persuading a potential customer to buy the product. It can be part of the personal selling process. The main methods of sales promotion are:

Project Report

Money off coupons customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price.

Competitions buying the product will allow the customer to take part in a chance to win a prize (e.g. Coca Cola ring pulls). Discount vouchers a voucher (like a money off coupon).

Free gifts a free product when buy another product.

Point of sales materials e.g. posters, display stands ways of presenting the product in its best way or show the customer that the product is there.

Loyalty cards e.g. Nectar and Air Miles; where customers earn points for buying certain goods or shopping at certain retailers that can later be exchanged for money, goods or other offers.

Loyalty cards have recently become an important form of sales promotion. They encourage the customer to return to the retailer by giving them discounts based on the spending from a previous visit. Loyalty cards can offset the discounts they offer by making more sales and persuading the customer to come back. They also provide information about the shopping habits of customers where do they shop, when and what do they buy? This is very valuable marketing research and can be used in the planning process for new and existing products.

Project Report

(A) OB ECTIVE OF THE STUDY

The object of research is to discover answers to questions through application of scientific procedure. The main aim of research is to find out the truth, which has not been discovered as yet. Though each research study has its own specific purpose. A study without objectives and without conclusion will be merely wastage of resources and time. So we may think about research objectives as following different points. (1) The purpose of this study is to fulfill partially the requirement of Post Graduate Diploma in Management Curriculum. (2) This study suggests necessary and required measures for the improvement in the marketing activities. (3) The purpose of this study is to explore the market and to maintain the desired quality level. (4) (5) (6) The objective of this study is to develop sound interpersonal relation to get maximum output between the consumer and producer. To know consumers expectation with coca-cola. To know what is the market potential of coca-cola in comparison to other competitors. (7) (8) (9) (10) To know factors affecting the sale of coca-cola. To know the motivational level of dealers of coca-cola. To analyze when and which type of sales promotional schemes will increase the sale volume of coca-cola. To bring out the weaknesses and the problems of coca-cola. Those are being faced by it. (11) The objective of this study is to top the potential of new consumers and probably to suggest measures for promoting the sales volume of coca-cola. .

Project Report

(B) SCOPE OF THE STUDY

This study was done under Hindustan Beverage Pvt. Ltd. Patna. The graphical scope of my survey was limited to Patna town where by different places like residential colonies, market places are visited and consumers of soft drinks are interviewed.

This study aims at determining the comparative preference of consumers for a particular flavor and particular brand between two colas and the reason behind their preference.

The survey covers a wide range of activities and the factors, which influence a consumer for a certain soft drink. It covers a study on consumption trend in respect to their income, profession, place of consumption and frequency of consumption.

The sample of 200 respondents comprising of male and female was taken to represent population of Patna town. Quantities and qualitative assessment of the consumer demand for specific soft drink and flavor has been made.

Project Report

(C) SIGNIFICANCE OF THE STUDY

The business world today is a world of competition. A business cannot survive if its products do not sell in the market. Thus, all marketing activities are undertaken to increase sales. Producers may spend a lot on advertising and personal selling. Still the product may not sell. So incentives need to be offered to attract customers to buy the product. Thus, sales promotion is important to increase the sale of any product. Let us discuss the importance of sales promotion from the point of view of manufacturers and consumers. From the point of view of man fact rers Sales promotion is important for manufacturers because i. ii. it helps to increase sales in a competitive market and thus, increases profits; it helps to introduce new products in the market by drawing the attention of potential customers; iii. when a new product is introduced or there is a change of fashion or taste of consumers, existing stocks can be quickly disposed off; iv. it stabilizes sales volume by keeping its customers with them. In the age of competition it is quite much possible that a customer may change his/her mind and try other brands. Various incentives under sales promotion schemes help to retain the customers From the point of view of consumers Sales promotion is important for consumers because i. ii. the consumer gets the product at a cheaper rate; it gives financial benefit to the customers by way of providing prizes and sending them to visit different places; iii. the consumer gets all information about the quality, features and uses of different products; iv. v. certain schemes like money back offer creates confidence in the mind of customers about the quality of goods; and it helps to raise the standard of living of people. By exchanging their old items they can use latest items available in the market. Use of such goods improves their image in society.

Project Report

(D) METHODOLOGY TO BE USED

During the entire study following methods were followed which were found to be most effective :-

i)

Personal Discussion :A lot of information on the subject, which were well known to the different departments and branches of the company, were prevalent. Academic went to these depts. And branches together, these information from their respective heads.

ii)

Documentary Observations :Secondary sources like books, journals published and unpublished materials from different departments of the company were consulted.

iii)

Field Observation :During the training period the investigator visited Patna market being sent by HCBL to observe how the marketing operations were being performed there.

The marketing strategies and operations are closely observed for all these information the investigators visited retailers dealers and as well as consumers to assess the present market situation of the product of HCBL.

Project Report

(D) LIMITATIONS OF THE STUDY

Eight weeks period is not sufficient to go through the entire topic. For thorough study it needs more time. It's also difficult to make field study or survey under the scorching sun of June. But the major difficulty that was faced is the extreme non co-operation of the officials about the data. They were very much reluctant about this matter, which made the study more tiresome. Moreover, it is quite impossible to conduct survey of each and every outlet in such a short span of time. Overcoming the odds, I tried my level best to synchronize all the facts, realizations and information gathered in an orderly way within the course of this project report.

Project Report

Chapter - 2
Introduction of the organi ation
(a) (b) (c) (d) (e) History of Organi ation Market Share of the Organi ation Competitors of the Organi ation Product Profile Organi ational structure

Project Report

INTRODUCTION OF THE ORGANIZATION

On August 20, 2003 Sanjiv Gupta, President and CEO of Coca-Cola India, sat in his office contemplating the events of the last two weeks and debating his next move. Sales had dropped by 30-40% in only two weeks on the heels of a 75% five year growth trajectory and 25-30% year-to-date growth. Many leading clubs, retailers, restaurants, and college campuses across the country had stopped selling Coca-Cola and only six weeks into his new role as CEO, Gupta was embroiled in a crisis that threatened the momentum gained from a highly successful two-year marketing campaign that had given Coca-Cola market leadership over Pepsi. On August 5th, The Center for Science and Environment (CSE), an activist group in India focused on environmental sustainability issues (specifically the effects of industrialization and economic growth) issued a press release stating: "12 major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" (See Exhibit 1). According to tests conducted by the Pollution Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve PepsiCo and Coca-Cola brands from across the city were found to contain pesticide residues surpassing global standards by 30-36 times including lindane, DDT, malathion and chlorpyrifos (See Exhibit 2). These four pesticides were known to cause cancer, damage to the nervous and reproductive systems, birth defects, and severe disruption of the immune system. In reaction to this report, the Indian government banned Coke and Pepsi products in Parliament and state governments launched independent investigations, sending soft drink samples to labs for testing. The Coca-Cola Bottling Company (Coke) stock dipped by five dollars on the New York Stock Exchange from $55 to $50 in the six sessions following the August 5 disclosure, as did shares of Coca-Cola Enterprises (CCA).

Project Report

Pepsi and Coca-Cola called the CSE allegations baseless and questioned the method of testing but the CSE claimed it had followed standard procedures documented by the US Environmental Protect ion Agency including Gas Chromatography and Mass Spectrometry. Pepsis own tests conducted at an independent laboratory showed no detectable pesticides and led Pepsi to file a petition with the high court questioning the credibility of the CSEs claims while Cokes Gupta commented: The allegation is serious and it has the potential to tarnish the image of our brands in the country. If this continues, we will consider legal recourse. Despite Coke and Pepsis early responses denying the validity of the CSEs claims and threatening legal action, a survey conducted in Delhi a few days after the CSE announcement found that a majority of consumers believed the findings were correct and agreed with parliaments move to ban the sale of soft drinks. It was clear that the $1 billion Indian soft drink market was at stake and Gupta had to act.

Project Report

History of the Organization

The Early Days
Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula changed hands three more times before Asa D. Candler added carbonation and by 2003, Coca-Cola was the worlds largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognized beverage brands in its portfolio. With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887 and by 1895, was being sold in every state and territory in the United States. In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910. Headquartered in Atlanta with divisions and local operations in over 200 countries worldwide, Coca-Cola generated more than 70% of its income outside the United States by 2003.

International expansion
Cokes first international bottling plants opened in 1906 in Canada, Cuba, and Panama. By the end of the 1920s Coca-Cola was bottled in twenty-seven countries throughout the world and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and effective advertising a challenge with language, culture, and government regulation all serving as barriers. Former CEO Robert Woodruffs insistence that Coca-Cola wouldnt suffer the stigma of being an intrusive American product, and instead would use local bottles, caps, machinery, trucks, and personnel contributed to Cokes challenges as well with a lack of standard processes and training degrading quality.

Project Report

Coca-Cola continued working for over 80 years on Woodruffs goal: to make Coke available wherever and whenever consumers wanted it, in arms reach of desire. The Second World War proved to be the stimulus Coca -Cola needed to build effective capabilities around the world and achieve dominant global market share. Woodruffs patriotic commitment that every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and at whatever cost to our company was more than just great public relations. As a result of Cokes status as a military supplier, Coca-Cola was exempt from sugar rationing and also received government subsidies to build bottling plants around the world to serve WWII troops.

Turn of the Century Growth Imperative

The 1990s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD) industry in the United States, achieving only 0.2% growth by 2000 (just under 10 billion cases) in contrast to the 5-7% annual growth experienced during the 1980s. While per capita consumption throughout the world was a fraction of the United States, major beverage companies clearly had to look elsewhere for the growth their shareholders demanded. The looming opportunity for twenty -first century was in the worlds developing markets with their rapidly growing middle class populations.

The Worlds Most Powerful Brand

Interbrands Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World and estimated its brand value at $70.45 billion. The rankings methodology determined a brands valuation on the basis o f how much it was likely to earn in the future, distilling the percentage of revenues that could be credited to the brand, and assessing the brands strength to determine the risk of future earnings forecasts. Considerations included market leadership, stability, and global reach, incorporating its ability to cross both geographical and cultural borders.

Project Report

From the beginning, Coke understood the importance of branding and the creation of a distinct personality. Its catchy, well-liked slogans (Its the real thing (1942, 1969), Things go better with Coke (1963), Coke is it (1982), Cant beat the Feeling (1987), and a 1992 return to Cant beat the real thing) linked that personality to the core values of each generation and established Coke as the authentic, relevant, and trusted refreshment of choice across the decades and around the globe.

Indian History
India is home to one of the most ancient cultures in the world dating back over 5000 years. At the beginning of the twenty-first century, twenty-six different languages were spoken across India, 30% of the population knew English, and greater than 40% were illiterate. At this time, the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. Remnants of the caste system existed alongside the worlds top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. In the process, India had created the worlds largest middle class, second only to China. A British colony since 1769 when the East India Company gained control of all European trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his principles of non-violence and self-reliance. In the decades that followed, self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. As a result, the economy was increasingly regulated and many sectors were restricted to the public sector. This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country. In 1991, the first generation of economic reforms was introduced and liberalization began.

Project Report

Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of glo bal branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors. By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine

Project Report

contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks. Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the companys success in developing a brand relevant to the Indian consumer and in tapping Indias vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Seen as the driving force behind recent successful forays into packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his marketing prowess were critical to the continued growth of the Company.

"Jo Chaho Ho Jaye, Coca Cola Enjoy". The world has been enjoying for all 115 years now, but ever wonder about how it all started? Coke began as a humble product concentrate by pharmacist John Styth Pemberton on May 8, 1886 in Atlanta, Georgia. It was nothing move pretentious than a caramel colored syrup, brewed in a three-begged brass kettle in his backyard. Pemberton first distributed the product in a jug down the street to Jacob Pharmacy, at that time the largest drug store in Atlanta. That very day, the new product made its debut as a soda fountain drink for five cents a glass. When carbonated mixed with the syrup, the result was stupendously refreshing. Pemberton and his book-keeper partner Frank M. Robinson knew they had a winner on their hand.

Project Report

But the question what to name their product vexed the duo for a while. In the end, it was the sheer pleasure of calligraphy the letter C, more than anything else, that made the two settle for "Coca Cola" Robinson duly designed the now famous trademark in a unique script, and they sat back and waited for the moolah to pour in.

He began advertising by hanging a simple oilcloth sign on the pharmacy awning encouraged passer-by to drink Coca cola, and on May 29, 1886, the first advertisement appeared in the newspaper, "The Atlanta Journal", pronounced Coca cola "Delicious and Refreshing". Now days this theme has got more berth.

But the creator of the beverage-and the brand never fully realized its potential; in need of funds, he sold portions of his interest in the venture, Sales during 1886 averaged a modest nine drinks a day. Following his death in 1888, Asa G. Candler, a druggist and a businessman, purchased all of Pemberton's remaining rights to the products. By 1890, Coca cola with U. S. Patent Office on January 31, 1893 and has been renewed periodically.

In 1894, the company opened its first syrup manufacturing plant out side Atlanta in Dallas, Texas. The following year plants opened in Chicago and Los Angeles. Three years after the company's incorporation, Candler announced in the annual report "Coca Cola is now drunk in every state and territory in the U S." In 1894, merchant Joseph a. Biedeharn of Vicksburg, Mississippi, became the first bottler of Coca cola, when he installed bottling machinery in his candy store. In 1899, large scale bottling began when Benjamin F. Thomas and Joseph B. whitehead of Chattanooga, Tennessee, secured from Candler, for $1, exclusive rights to bottle and self Coca cola nearly everywhere in the U.S.

Candler aggressively promoted the beverage and the sale increased manifold under his tutelage and when the company once again changed hands in 1919-to Atlanta banker Earnest Woodruff and an investor group, it was worth $25 million.

Project Report

Four years hence Woodruff's 33 year old son, Robert W. Woodruff, was elected president of the company, a position he retained for over six decades during, which he took the business to unrivalled height of commercial success, and made Coke an institution the world over. Incidentally the word Coke was first coined as late as 1941, a full 55 years after Pemberton made his backyard brew. In 1960 the Coca Cola Company purchased Minute Maid Corporation, adding frozen citrus juice concentrates and aides along with the trademark Minute Maid and Hic, into the company's beverage line.

In 1967, "Duncan foods" a coffee producer was acquired by the company and Coca Cola Company's food division was formed which was known as the Minute Maid Company. From 1977 to 1983 , it produced very product wine and marketed wine in the United States. In 1982 it entered the entertainment business with the acquisition of Columbia pictures. In 1989, formed a new subsidiary, Coca Cola Refreshment System.

In 1991 the company joined hands with Nestle South Africa to manufacture, market and distribute tea and coffee beverage under the trademark Nestia and Nescafe respectively. This joint venture was established on a worldwide basis with the exception of Japan.

The company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. It has a system of dedicated people working long and hard to sell Coca Cola diet Coke, Sprite, Fanta and other products. It is an Australian father and son term who drives 7000 kms each week via "Down Under" wilderness. It is a 73 year old Filipino who sells cold Coca Cola in his town's market everyday refusing to leave until he has sold at least 50 cases.

Project Report

This unique worldwide system has made the company the world's premier soft drink enterprise. The company sells nearly half of all soft drinks consumed round the world. It has a wonderful history to built an exciting future which will continue to grow.

From Boston to Beijing, from Detroit to Delhi, from Portland to Pune and from Montreal to Moscow, Coca Cola more than other product has brought pleasure to thirsty consumers around the globe. For more than a century, Coca Cola has created a special moment of pleasure for hundreds of millions of people everyday.

Project Report

Market Share of the Organization

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per cent share in the packaged water segment. In 2004, Coca-Cola sold 7 billion packs of its brands to more than 230 million consumers across 4,700 towns and 175,000 villages. The company has doubled its volumes and trebled its profits between 2001 and 2004. Coca-Cola continues to re-affirm its commitment to India through active Citizenship Efforts. All its plants in India partner with local NGOs to alleviate local community issues in numerous small ways. It boasts of impeccable credentials on quality. Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched beverage consumption habits tea, nimbu-paani (lemonade) and a fragmented and geographically dispersed retail market, and a high tax environment.

Project Report

Competitors of the Organization

Coca-cola, is a soft drink produced and manufactured by Cocacola beverages pvt. ltd. There have been many coke variants produced over the years, including Diet Coke, ThumsUp, Sprite, Maaza, Limca, Fanta etc.

The nearest competitor of Cocacola is Pepsi. Coca-cola produce Coca-Cola, Thums up, Sprite, Maaza, etc. It covers broad market of all over India. The main competitor of Coca-cola in Patna market is Pepsi, Amul Cool, Amul Cool Coffee, Sudha Lassi, Nimbu Pani, Matka Kulfi and Sikanja.. These products also covers some market or area of Patna.

In Middle class family demands Nimbu Pani, Matka Kulfi & Sikanja is higher than Coke. Local Ice cream is also affect the market of Pepsi. In recent year, local lassi, Sikanja or ice-cream manufacturer also affect the sale of Coca-cola products.

Project Report

Product Profile of the Organi ation

COCA COLA
Coca Cola is the world's favourite soft drinks as it rules the heat of millions across the world. "Things go better with Coke", "Real Refresher", " o Chaho Ho Jaye", "Coca Cola Enjoy" and "Thanda Matlab Coca Cola" are memorable and funky slogans attached with it. Coca Cola also enjoys the status of being the first soft drink in the world. The recent advertisement featuring Aamir Khan with slogan "Thanda Matlab Coca Cola" which reflects friendly image is the most wanted advertis ement among the consumers due to the heart throb actor.

FANTA
The company also prefaced new soft drinks to satiate a widening spectrum of tastes. Born in 1960 in Germany, the Fanta family of flavoured soft drink has because the third best selling brand in the world. It contains orange flavour and recently launched Green Apple and Waterlemon flavours. The latest slogan of Fants is "Bajao Masti ki Ghanti".

SPRITE
Clear, crisp and refreshing that what, sprite was launched recently in India. It has a straight forward, honest and direct proposition that appeals to teens and young adults worldwide. It respects their intelligence and ability to choose for themselves and does not talk down to them sprite was preferred in 1961, it is one of the top selling and fastest growing carbonated soft drink in the world. The brand has shown double digit growth globally for the lst four year. It crossed the one billion unit case make worldwide in 1994, a significant achievement in terms of the si e of the brand.

Project Report

Says Venketesh Kimi, senior Brand Manager, "Sprite is positioned as the cool drink for teens and young adults that encourages them to be themselves, because of its refreshingly, honest and irrelevant attitude. The slogan "Sprite bujaya only pyass, baki sub bakbaas" is very favours among the teens.

Thums Up
India's Cola brand, Thums Up has a record countrywide volume growth. Thums-Up is positioned as the strong testing carbonated soft drink for today's young adult who place value on being self confident and have sense of adventure. Te tag line "Taste the Thunder" reinforce it preferred taste among its tainted consumers - says Sumanta Dutta, Brand Manager. This was a direct result of advertising probation, new packaging and below the line support impleme nted for Thums Up across India.
LIMCA

Widely known as "Take it easy" brand of Coca Cola India Ltd. Is meant to refresh you when you feel frustrated by some sort of problem. It has been launched to meet to need of consumers who want to stick to 'Nimbu-pani' taste, as it is a low carbonated soft drink.

MAAZA
(In tetra pack of 200 ml.) : The company introduced pure mango flavour to satiate a widening spectrum of tastes, in tetra pack of 200 ml in May 2000. Each crates consists of 2 packs.

Project Report

KINLEY
(In 500 ml. & 1000ml) : Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality of life and a healthy lifestyle.

MINUTE MAID PULPY ORANGE

Minute Maid Pulpy Orange tastes like Tropicana Orange, but more natural and less acidic. The presence of pulpy orange sacs in the beverage is an added delight to everyone, for sure. It is healthy, refreshing and affordable. Minute Maid Pulpy Orange will definitely be a hit to the public! Minute Maid Pulpy Orange Drink - Orange Juice drink made from concentrate. Minute Maid Nimbu Fresh Drink - Lemonade

Project Report

Organisation Structure
Hindustan Coca-Cola Beverage Private Limited

AREA GENERAL MANAGER

Finance

Human Resources

Sales

Production

Asst. Manger

Asst. (HR)

Executive (Adm.)

ASM Sales Ex.

ASM Sales Ex.

ASM Sales Ex.

ASM Sales Ex.

ASM Sales Ex.

Shipping & Warehousing

Chemical Room

Production Supervisor

Works

Project Report

CHAPTER - 3

A Theoretical Aspect of Sales Promotion

Project Report

A Theoretical Aspect of Sales Promotion

Sales promotion is the highly specialised function of marketing division of the enterprise. Sales is the life blood of business. The ultimate goal or production is sales of product. Industrial revolution and technical advancement have brought a revolution not only in the field of production but also in the field of sales promotion. Competition has increased the importance of sales promotion. Sales promotion is basically effective communication with the customers. It is job of marketing people that he made available the product at the right at right place. Sales promotion is described by various author by various ways :Professor William Stenton says that Sales promotion is one which include such activities as setting display, holding trade shows and using exhibition and using samples and premium. Professor George W. Hapkins defines sales promotion as an organised efforts applied to the selling job to secure the greatest effectiveness for advertising and for dealers help. Dr. Philip Kotler says that the sales promotion consists of wide variety of promotional tools designed to stimulate earlier and or stranger market response. They include tool for customer promotion such as sample, trade, promotion such as incentive price etc. According to American Market Association (AMA) sales promotion includes those activities other than personal selling effort which are not in the ordinary routine. Thus sales promotion consists of activities other than personal salesmanship.

Project Report

(1) INTRODUCTION Sales Promotion is essentially a direct and immediate inducement that adds and extra value to the product, so that it promotes the dealers, distributor ort ultimate consumers to buy the product. In recent year, sales promotion activities and techniques have come to be regarded as important tactical devices to be used with as much care, planning, creativity and control as any other business activity. It is strange that although some companies have created sales promotion department, many companies do not have a sales promotion manager and leave the job to the individual product of brand managers to choose and organize their over promotions. What has encourages companies to take a closer at sales promotion techniques and measurement is the level of inflation and competition. Companies now seem to be using sales promotion more aggressively to show customers ways to money and gain more value in the market place.

(2) What is Sales Promotion ? Sales promotion is an immediate or delayed incentive to purchase or acquire, either in cash or in kind, usually during a temporarily or short -lived period of activity, a product or services.

Sales promotion schemes are used by a large variety of organization, including manufactures, distributors, retailers, trade associations and non-profit groups viz, churches and charities.

Project Report

(3) The growth of sales promotion: There are a number of specific, factors, which have contributed to the growth of sales promotion most particularly over recent year and in consumer markets. Internal factors include :(a) Promotion has become much more acceptable to top management as an effective way to stimulate sales. (b) More product managers are now qualified to use sales promotion techniques. (c) Product Managers are under more pressure to obtain quick sales response.

External factors include :(a) (b) (c) (d) (e) Brands have greatly increased in number. Competitors have become more promotions minded. Inflations and recession made consumers more deal oriented. Manufactures are under greater pressure from the trade to offer deals. The belief that advertising efficiency may have declined due to costs, media clutter, Government controls and then restrictions.

(4)

Nature of Sales Promotion:-

Although sales promotion tools- Coupons, contests, premiums and the like are highly diverse they have three distinctive characteristics. (i) Communication : - They gain attention and usually provide information that may lead the consumer or the product. (ii) Incentive : - They incorporate some concession, inducement or contribution that gives value to the consumer. (iii) Invitation :- They include invitation to engage in the transaction now. Companies use sales promotion tools to create a stronger and quicker response sales promotion can be used to dramatise product offers and to boost sagging sales. Sales promotion effects are usually short run, however and not effective in building long-run (brand) preference.

Project Report

(5)

Purpose of sales promotions:-

Sales promotion tools very in their specific objectives. A free sample stimulates consumer trial, while a free management advisory services cements a long-term relationship with retailer.

Sales use incentive types promotion to attract new tries, to reward loyal customer and increase the purchase sales of occasional uses. New tries are of three typesuses of another brand in the same category used in other categories and frequent brand in the same category used in other categories and frequent brand switches. Sales promotion after attract the brand switchers because uses of other brands and uses in other category handly notice or ac on a promotion. Brand switches are primarily looking for low price good value or permoursnet. Sales promotion are unlikely to turn them in to loyal brand users. Sales promotions used in markets of high brand similarly produce a high sales response in the short run but little permanent gain in market share. In market of brand dissimilarity sales promotion an after markets shares more permanently.

(6)

Importance of sales promotion:-

In a competitive market, sales promotion comes handy to a marketers, to solve several of his short-tern bundles. Short term because, the impact of sales promotion measures are not durable and lasting like the results attained through advertising and personal selling sales promoting by and large in understood and practiced as a catalyst and a supporting facility to advertising and personal selling.

(7)

How sales Promotion differs from Advertising :Where as advertising is mostly an indirect and subtle approach towards persuading consumers to buy a product, sales promotion is a direct and almost open inducement consumer to immediately try the product.

Sales promotion differs from advertising in many ways:(i)

Project Report

(ii)

While advertising normally has long term objectives like building brands awareness or building consumer loyalty or repositioning brands, sales promotion performs an immediate task of increasing current sales.

(iii)

While advertising helps sales by adding some durable and long-term value to the product, sales promotion aids selling by temporality changing the existing price value relationship of the product. While continuing to use advertising to build long term patronage of the consumers sales promotion will come handly to give the occasional spent required to boost up the current sales.

Sales promotion surveys a variety of marketing needs and contents. Marketing men resort to sales promoting to meet several marketing needs such as : For introducing new product.  For overcoming a unique competitive situation.  For unloading accumulated inventory.  For getting new accounts.  For retrieving lost accounts.  As a support and supplement to the advertisement effort.  As a support and supplement to the salesman's effort.  For persuading salesmen to sell the full line of products.  For persuading dealers to buy more increase the size of the orders. (8) Setting Objective:-

There must always be a set objective or target for opening a sales promoting campaign. Otherwise there is absolutely no financial or marketing reason for running one. Sales promotion objective are derived from basis marketing communications objective are derived from more basic marketing objectives developed for the product. The specific objectives set for sales promotion will vary with the types of market.

Project Report

(i) Consumer :Objectives will include encouraging more safe and purchases of longer sized units by uses building trail by non-users, or attracting trail by other brand users.

Building and retaining brand loyalty is expensive and deserves to have funds invested in activities designed, at the very least, to maintain it and hopefully improve it. With competition becoming smaller, the fight for the purchaser's proud depends in many cases on the extra value or benefits perceived by buyer bestowed on the product through the medium of sales promotion.

(ii) Retailers :Objectives will include encouraging the retailers to stock new items or large volume, helping off reason buying, stocking of related items, off setting competitive promotion, and gaining entry in to new retail outlets.

(iii) Sales force :Objectives include encouraging support of a new product or model, getting more prospects and stimulating sales in off seasons.

(9)

Tools and techniques of Sales Promotion :-

There are so many tools of sales promotion, some of which are discussed below :-

(i) POP/Display:- Point of purchase (POP) promotion is one of the most widely used promotional tools. It is also sometimes referred to as point of sales promotion. With the proliferation of brands, innovative displays have become a prerequisite for success brands complete with each other for consumers attentions mind has become the prime concern of marketers. Hence, the importance of POP/displays a lot.

Project Report

Various kinds of displays materials like poster, danglers, stickers, mobile, wobblers and streamers are used at the retail shop level to induce purchase. In the modern context of high intensity, marketing the retailers are virtually flooded with POP's by all manufactures. If they are just dumped in a forsaken corner of the shop the brand does not get the intended sales promotional benefit from the POP's. (ii) DEOMONSTRATIONS :- Companies resort to product demonstration for sales promotion, especially when they are coming up with a new product. In India in recent year, several products - low unit, price, products like beverages and washing powders as well as high unit price products like washing machines personal computers and television have utilised product demonstration as a tool of sales promotion. (a) DEMONSTRATIONS AT RETAIL STORES :Sometimes demonstrations are organaised at retail by company salesman for the benefit of retailers as well as consumers. (b) SCHOOL DEMONSTRATIONS :When the product happens to be a costly one and a hi-tech one, companies arrange school of demonstrations. In this case, consumers are invited (giving prior intimation) to a particular place, say a hostel, and demonstrations are arranged. In computers, several companies in India organise this type of demonstration. (c) DOOR TO DOOR DEMONSTRATIONS :Consumers product companies quite often resort to house demonstration. It is considered a highly specialised field of sales promotion. Salesman employed for such demonstrations are given special training to handle peculiar situations involved in this field. (d) DEMONSTRATION TO KEY PROFILE :Sometimes, demonstrations are organised for the benefit of key people and influential persons. Journalist and other media men, community leaders etc. are invited and the product is introduced to them.

Project Report

Demonstration is a good selling technique, which involves the co -operation of sales representatives and protective consumer in the actual process of demonstration of the product. Participation of the consumer persuades him to learn more about the product and it serves as persuasion for him to try the product.

(iii) SAMPLES :Samples are offers of a free amount of a trial of product for consumers. The samples be delivered door to door, sent in the mail, picked up in a store found attached to another product, or featured in an advertising offer. Sampling is the most effective and most expensive way to introduce anew product store found attached to another product or featured in an advertising offer. Sampling is the most effective and non most expensive way to introduce a new product.

(iv) COUPONS :Coupons are certificates which offer price reductions to consumers for specified items. They are distributed through newspaper and magazine and advertisements, or through the package of the merchandise, or even by direct mail. Coupons normally perform two specific functions for the manufactures. Firstly, they enthuse the consumer to exploit the bargain. Secondly, they survey as an inducement to the channel for stocking the item. The manufacturer thus succeeds in attracting consumers as well as in promoting the channel to stock the merchandise through introducing coupons. They are useful for introducing a new product as well as for introducing coupons. They are useful to introducing a new product as well for straightening the sale of an existing product.

(v) PREMIUM :In the Indian market today, premiums, free offers and price-offers are extensively used by manufacturers. Sometimes back, "Aristocrat modled tugged introduced on attractive sales promotion offer. It also ran an a company in support of the sales promotion endeavor. Aristocrate announced -

Project Report

"If you buy and Aristocrat within the next week, you get a Phillips 2 ba nd transistor worth Rs. 266/- free."

And the ad repeated this message "It's only for a week, starting today." Suzuki Shogun bike offered Ray-Ban Sunglass free as part of its sales promotion. The campaign read - "Free Ray-Ban Sunglasses with Suzuki Shogun the most powerful bike of its kind."

(vi) PRICE - OFF :Hawkins pressure cookers have come up with several sales promotions scheme during the last few years. In one of these schemes. Hawkins announced up to Rs., 150/- off or a new Hawkins in exchange for any old pressure cooker. Any the ad specified that the offer is opened only up to a particular date.

(vii) GIFTS :Companies also distribute gifts to the people customers dealers and influential and key people. These gifts include pens, pencils, calendars, diaries, table decoration etc. Gifts cell carry the company's name and logo. The gifts are intended to create goodwill towards the company and indirectly promote the company's sale interest.

(viii) TRADE FAIRS AND EXHIBITIONS : Trade fairs and exhibitions are extensively used sales promotion tools. They also form one of the oldest practices in sales promotion. Trade fairs and exhibition provide companies with the opportunities of introducing and displaying their products. This brings company's products and consumers in direct contact with each other. "Seeing is believing" is a concept behind large-scale exhibitions.

(ix) CONSUMER CONTESTS :Consumer contests take a variety of forms quiz contests, Beauty contests, Scooter and car rallies lucky draw suggesting a brand name, covering a slogan suggestion a

Project Report

logo etc. Whatever he the type of contest filling up the quiz, writing five words about the brand, or taking part is a rally, the marketer is to create, widespread action and news around the brand. To get the consumer interested in the brand include him to buy it is the central in all consumer contests.

(x)

SPONSORING

MAJOR

NATIONAL

AND

INTERNATIONAL

EVENTS:When major national and international place, companies associated themselves with such events, spending a lot of money. The field of sports usually provides maximum number of such events. Business firms either sponsor the even as a whole, to take the leading role in specific aspects associated with the events. Watch manufactures take up the role official supplies of soft drinks and food items. The intention is to remain part of the news creating events and reap the best of sales promotional benefits from associations. Such efforts also from part of sales promotion.

Liquor and tobacco companies dominated the sponsorship of the sports events. The restriction on advertising for these products left these companies with few avenues for brand promotion sponsorship of sports related events were seen as a solution to this problem. In course of time, marketing of other products too started using sponsorship is a big way. Vazir sultan Tobacco (VST) for years sponsored join up Dowla cricket tournament and the championship-the Ranji Trophy through its chairman challenge up. Later ITC, Too started active cricket sponsorship with its trophy. The 1987 Reliance World Cup in cricket became a major events in sales promotion.

The success of this programme tempted more and more companies to take up such sponsorship on a large scale. MRF up to this time active mainly in motor rallies "Organized the MRF cup in cricket. Today, companies like ITC, PEPSI, JK TYRE, SIGER and AB Corp. are among the major sponsors of national and international events.

Project Report

Winning the right to spouse are event is just the beginning of the s ales promotional effort companies have to effectively promote the event and construct the whole set of marketing activities around the event. How companies use promotions to get more reward out of sponsorship is the real test.

CONSUMER PROMOTIONS :In building a strategy for a consumer, promotion one of the crucial decisions to take which will bear on the type of scheme selected is whether to aim for a "trail" of the consumer.

A "trail" usually involves getting single purchases sales from a wide range of customers-many of them possibly non-product users. Whereas 'loading' tries to get a number of purchases for a smaller group of buyers many of them possibly already uses on a regular basis.

Trail is obviously the one positive approach and is followed by brands with growth ambitions. 'Once a user, always a user' is the thought that lies behind this concept. Put the product in the prospects hands and you have a customer. Loading, on the other hand, in used by companies whose product or brand is on the slide or those who face competition from new products. Here the company obviously whishes to keep their customers loyal and stop them defecting. Naturally some promotions have some trail and loading effects combined.

TRADE PROMOTIONS :Today, with many large retailers, in very powerful positions, trade promotions is an area which can be costly for manufactures if they have not worked out what their strategy is and how effectively their budget will be spent.

Project Report

The manufactures aim is too increases sales and profits of particular brands. Retailers, on the other hand, are only concerned with raising the total turnover of their stores, and in doing so, they don't mind which brand they sell.

Many promotion aimed at the trade are after disguised discounts, advertising or point-of-sale material contributions. Competitors and dealer loaders are aimed more particular at store staff and managers and are designed to encourage a stocking of lines promoting them to the public.

PROMOTIONS FOR THE INDUSTRIAL MARKET:It may seen as though sales promotion schemes are geared to the consumer and retailer markets. However, the industrial market uses a wide range of sales promotion tools to stimulate sales and build stronger relationship with its customers and clients. Technically oriented companies often make available design guides, ads such as special calculators, or specialized small pieces of equipment relevant to the industry, samples, business gifts, conference abroad, seminars and exhibitions for customers and prospects. All these are designed to encourage purchases, introduce new products or services and to cement to buyer-seller relationship.

Project Report

CHAPTER - 4

Practical Aspect Sales Promotion

Project Report

Practical Aspect Sales Promotion

Despite being a late entrant in Indian Market Coca Cola has done a remarkable job of typing up soft drink. In this way it has acquired very strong brands like Cocacola, Sprite, Thums Up etc. In the beginning Coca Cola was mostly relying on its global strategy with little modification for Indian market. On the other hand these days it is trying to get converse it in Indian flavour, in a big way with the help of several lessons it learned in past few years. Now the company has started sponsoring cricket tournament, movies, musical events etc.

Company has also made a strategic change in its perception of viewing India as a single homogenous market. It has identified 4 district region and has appointed regional marketing manager against national needs.

PROMOTIONAL SCHEMES Many schemes were hatched for the increased selling of the brand and to attract customers.

1.

Limca Launches 'Laptop Ki Barish'

Coca-cola India has announced the launch of its innovative 'Lica Laptop Ki Barish' consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win "HP Mini Laptop" every hour for the Next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500ml, 600ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS "LIMCA" followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.

Project Report

Coca-Cola Cricket
Cricket the most sought after, watched & played game in india. The game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverages industry. The competition has become tougher & tougher as the time has progressed.

Coca-cola signed a sponsorship agreement with IPL team of Kings 11 Punjab. Coca-cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-cola brand. The Coca-cola company developed three TV commercials & four testimonial ads with the player & ran them on the national network during various cricket matches.

Coca-Cola Food Mela

With a splash of food, fun & prizes to be won, the Coca-cola food mela treated the people, to a festive food festival comprising of 50 restaurants, spread out all over the bustling city's map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants ; all resiliently upholding the Coca-Cola identity.

Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby's during hotest summer season, Coca-Cola's "GO-RED" teams went out into the cities main quadrants to "serve & refresh" on the spot with ice-cola Coca-Colas at discounted prices backed by a heavy FM announcement campaign the "GO-RED" stall, served well to promote the Coca-Cola industry.

Project Report

Coca-Cola Pet Promotion

In 2008, Coca-Cola launched 1.5 liter Pet contour bottle Targeting house wives & family home, Coca-Cola's 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits. A treat for the family, Coca-Cola's PET was offered through a "Price-Off" promotion

Scheme
Coca comes out with the schemes on their different products many times in a year. Most of these schemes are made to benefit the retailers. Some of the schemes are as follows :  1 Bottle of 2 lt. free with one 2 lt botle pack.  1 Bottle of 1 Lt. free with one bottle pack.  2 bottles of 500ml free with one 500ml bottle pack.  6 bottles of kinley free wth one pack of Kinley. These schemes keep on changing depending upon the stock.

Promotion through restaurants and cinema hall holdings :

Coca-Cola is tying up with different chains of restaurants and fast food centers to promote the Coca-cola and its other brands like Limca, Sprite, Maaza etc. these restaurants are authorized to keep and use the merchandising assets of Pepsi. Usually these kinds of restaurants and fast food chains are in contract with the Pepsi Co., So that they cannot promote any other brand.

Merchandising assets :Coca-Cola also try to promote their brands by providing their retailers and dealers some display items. Some of such items are as follows :1. 2. Frides Coca-Cola / Mazza stands

Project Report

3. 4.

Display bottles Posters

Coca-Cola provide the above things to the retailers to use them in promoting companies brands and products, and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Coca -Cola's products and they will chill the Coca-Cola's products so that its products will always be available to the end consumers. But it is not true in most of the cases. Retailers usually use the merchandising asset of one company in such a way that it benefits another company. Sometime they do it unknowingly, sometimes they do it knowingly and sometimes because of the deficiencies of the company.

AVAILABILITY
Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet.

ACTIVATION
Activation is important because it helps to boost the sales of the company. It is done through the Glow sign, Shlf display, flanges, Combo Boards, Tab tops. le This boards usually gives to the E&D outlets. It helps to attract the customers. Rack with header is provided to the grocery stores.

Project Report

Under coke market developer has to insure that shopkeeper must display all products. Display may be in the form of shelf display, table top display etc. all products must be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maa a, Minute maid pulpy orange, Kinley (mineral water & soda water.)

Project Report

ADVERTISEMNETS AND DISPLAYS

*JO DIKHTA HAI VO BIKTA HAI*
Glowing sign board at prime locations should be put that to not wall hanging one but standing one.

There should be a price communication of the product as juice drink is one which has a impression in psyche that it is costly along with any adde quality regarding d the product could also be mentioned keeping the end users in mind as :

Project Report

CHAPTER - 5

Data Analysis and Interpretation

Project Report

Data Analysis and Interpretation

To conduct survey, I chose Patna town area as a sample. For the collection of information I two hundred respondents. All thought it was hard nut to crack for me to collect a lot of consumers views during this short span of a month and a fortnight to cover maximum number of distributors, retailers. Yet I strain my every never to know consumer's preference, taste and dissatisfaction. A sample of 200 respondents each of them a soft drinks consumers, who consumed one soft drinks at least once a fortnight. I found the Lion's shares are in CocaCola's basket but Pepsi products are the main rival in Patna.

After collecting the data it was classified, tabulated and analysed.

Project Report

1.

Which brand of soft drinks you deal in ?

Coca-Cola Pepsi Both

60 50 90
Sample Si e = 200

45%

25% 30%

Pepsi Coca-Cola Both

Project Report

2.

Which brand of cola provides you better facility ?

Coca-Cola Pepsi Both

90 0 40
Sample Si e = 200

20%

35%

Pepsi Coca-Cola Both

45%

Project Report

3.

Which product of Coca-cola is most liked by consumers ?

Coca-cola Thumps up Sprite Fanta Ma a Limca

40 35 35 35 30 25
Sample Si e = 200

13% 15%

20%
17%

18%

17%

Coca-cola

Thumps up

Sprite

Fanta

Maza

Limca

Project Report

4.

How many crates of Coca-cola & Pepsi you sell per day ?

0 - 1 crates 1 - 2 crates 2 - 3 crates above 3 crates

30 0 60 40
Sample Si e = 200

20%

15%

30%

35%

0 - 1 crates

1 - 2 crates

2 - 3 crates

above 3 crates

Project Report

5.

Which company's signage you have in your outlet ?

Pepsi Coca-Cola Both No signage

0 0 50 10

Sample Si e = 200

5% 25% 35%

35%

Pepsi

Coca-Cola

Both

No signage

Project Report

6.

Which Company's visi-cooler do you have in your outlet ?

Pepsi Coca-Cola Both Own

65 0 35 30

Sample Si e = 200

15% 18%
35%

32%

Pepsi

Coca-Cola

Both

Own

Project Report

7.

Which medium affects the sales most ?

Television Maga ines / Newspapers Display Wall Painting / Hoardings

60 30 50 60
Sample Si e = 200

25

Television

Magazines / Newspapers

Display

Wall Painting / Hoardings

15

30

30

Project Report

8.

What kind of Promotional activities affect sales mostly ?

Free bottle scheme Pri e Discount Others

85 40 45 30

Sample Si e = 200

ree bo le sche e

rize

Discoun

hers

23

20

15

42

Project Report

9.

In which month the sale of soft drinks is at peak ?

April May June July

30 45 0 55
Sample Si e = 200

28%

15% 22%
35%

April

May

June

July

Project Report

CHAPTER - 6
CONCLUSION & SU ESTIONS

Project Report

CONCLUSION
On the basis of this survey conducted researcher has come to following conclusion.

 The largest selling brand is sprite, which was available in 98% of the outlets.  Semi permanent poster materials like dangler cut out etc. has not been properly distributed by the sales representatives.  The peak season for soft drink during the year in India is April May, June and July.  Sales Promotional Activities should include to gifts etc. to increase the sales even in the off- season.  From the market query in some selected cities if has been found that Hindustan Coca Cola covers over all 58% of market share.  The company should adopt some discount policy to provide refr igerator to dealers as 35% of dealers do not have Coke refrigerators.  The company should provide festive discounts on the occasion of festivals on its products.  Sprite product is the best Lemon lime flavoured drink delight the consumers.

Project Report

SUGGESTION
1. The Consumers should be made aware of the schemes launched via advertisement or pamphlets as many complained for not getting information about the schemes on time. 2. 3. The consumers want more promotion about the product especially on Coke. From the survey I came to know that among the different brands the CocaCola. Sprite and Thums-Up have the monopoly. Due to which the parent brand gets suppressed . Thus the Coke brand must be promoted to acquire higher market share. 4. 300 ml bottles are much in demand due to the low price. But cans and pet jars have to suffer. Thus their price should be lowered so that demand shoots up and then the market share will also increase. 5. 6. The flavour of Coke should be enhanced in taste and pungency. Schemes should be provided by the Company on its different brands in different size to create demand. 7. 8. The drink should be carefully prepared as there are some complains about the impurities and some about the fake syrup. The Company should preface bottling of sugar free soft drink in each brand to attract senior citizens as well as diabetic people. 9. 10. 11. There should be strong marketing information system. The company should launch the coins program for the customer. The company should sponsor programmes, where the local public could gather. Because it strenthens direct relationship between consumer and the company. 123. The company should organize the road show to aware the people about its product.

Project Report

QUESTIONNAIRE
Name :- ......................................... .............................................................................. Address :- ................................................................................................................... .................................................. ................................................................................... Which sex group do you belong ? .............................................................................. Which age group do you belong ? ............................. ................................................. What is your occupation ? ......................................................................................... In which income groups do you beolong .................................................... ...............

1.

Which brand of soft drinks you deal in ? (a) Coca-Cola (c) Both (b) Pepsi

2.

Which brand of cola provides you better facility ? (a) Coca-Cola (b) Pepsi (c) Both

3.

Which product of Pepsi is most liked by consumers ? (a) Coca-cola (d) Fanta (b) Thumsup (e) Maza (c) Sprite (f) Limca

4.

How many crates of Pepsi & Coca-cola you sell per day ? (a) 0 - 1 crates (c) 2 - 3 crates (b) 1 - 2 crates (d) above 3 crates

5.

Which company's signage you have in your outlet ? (a) Coca-Cola (d) No signage (b) Pepsi (c) Both

6.

Which Company's visi-cooler do you have in your outlet ? (a) Coca-Cola (d) Own (b) Pepsi (c) Both

Project Report

7.

Which medium affects the sales most ? (a) Television (c) Display (b) Magazines / Newspapers (d) Wall Painting / Hoardings

8.

What kind of Promotional activities affect sales mostly ? (a) Free bottle scheme (c) Discount (b) Prize (d) Others

9.

In which month the sale of soft drinks is at peak ? (a) April (c) June (b) May (d) July

10.

Any suggestion for better distribution facility ? .........................................................................................................................

Thank you

(Signature of the Respondent)

Project Report

BIBLIOGRAPHY

1. 2. 3. 4. 5. 6.

MARKETING MANAGEMENT Business World Basics of Coca-Cola Systems Marketing Research Journals of Coca-Cola Internet

Philip Kotler

: :

A Company Bulletin Anker