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A

Project Report On

Sales Promotion of CocaCola

In partial fulfillment For the Award of the Degree of

Master of usiness Administration

Su!mitted "o

Rani Durga#ati $ishwa#id%ala%a& 'a!alpur (M)P*

Su!mitted %

+ur#inder ,aur

(-.//0-./1*

+%an +anga College Of "echnolog%&'a!alpur (M)P)*

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EXECUTIVE SUMMARY

Coca-Cola, the product that has given the world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Coca-Cola Copany is the world!s leading

anu"acturer, arketer and distributor o" non-alcoholic beverage concentrates

and syrups, used to produce nearly #$$ beverage brands. %t sells beverage

concentrates and syrups to bottling and canning operators, distributors, "ountain

retailers and "ountain wholesalers. Coca-Cola was "irst introduced by &ohn 'yth

(eberton, a pharacist, in the year 1886 in Atlanta, Georgia when he concocted

carael-colored syrup in a three-legged brass kettle in his backyard. )e "irst

*distributed+ the product by carrying it in a ug down the street to &acob!s

(haracy and custoers bought the drink "or "ive cents at the soda "ountain.

Carbonated water was teaed with the new syrup, whether by accident or

otherwise, producing a drink that was proclaied *delicious and re"reshing+, a

thee that continues to echo today wherever Coca-Cola is enoyed. Coca-Cola

originated as a soda "ountain beverage in 1886 selling "or "ive cents a glass. arly

growth was ipressive, but it was only when a strong bottling syste developed

that Coca-Cola becae the world-"aous brand it is today. Coca-Cola was the

leading so"t drink brand in %ndia until 1//, when it le"t rather than reveal its

"orula to the Governent and reduce its e0uity stake as re0uired under the

oreign 2egulation Act 32A4 which governed the operations o" "oreign

copanies in %ndia. %n the new liberali5ed and deregulated environent in 1,

Coca-Cola ade its re-entry into %ndia through its 1$$7 owned subsidiary,

diapur beverages liited the %ndian bottling ar o" the Coca-Cola Copany. 9he

ain obective o" this study lies in understanding the organi5ation and studying

and understanding the consuers! perception and opinion about the prootions

o""ered by the Coca-Cola Copany. A retailer sapling involving :$ outlets was

conducted in a span o" 1$ days across aor areas in order to give the products

the re0uired arketing push and to recogni5e the prospective areas and their

opinion in order to develop and arket the o""ers in a better way in the near

"uture. 9he ethodology used in studying and understanding the perceived views

o" consuers towards the sales ; prootions was

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9he "indings o" the activity have been drawn out in "or o" graphs and

suggestions have been o""ered there "ro.

CHAPTER 1: INTRODUCTION

Coca-Cola, the product that has given the world its best-known taste was

born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Copany is the

world!s leading anu"acturer, arketer and distributor o" non-alcoholic

beverage concentrates and syrups, used to produce nearly #$$ beverage

brands. %t sells beverage concentrates and syrups to bottling and canning

operators, distributors, "ountain retailers and "ountain wholesalers. 9he

Copany!s beverage products coprises o" bottled and canned so"t drinks

as well as concentrates, syrups and not-ready-to-drink powder products. %n

addition to this, it also produces and arkets sports drinks, tea and co""ee.

9he Coca-Cola Copany began building its global network in the 1=$s.

>ow operating in ore than =$$ countries and producing nearly #$$

brands, the Coca-Cola syste has success"ully applied a siple "orula on

a global scale? *(rovide a oent o" re"reshent "or a sall aount o"

oney- a billion ties a day.+

9he Coca-Cola Copany and its network o" bottlers coprise the ost

sophisticated and pervasive production and distribution syste in the

world. More than anything, that syste is dedicated to people workinglong and hard to sell the products anu"actured by the Copany. 9his

uni0ue worldwide syste has ade 9he Coca-Cola Copany the world!s

preier so"t-drink enterprise. ro @oston to @eiing, "ro Montreal to

Moscow, Coca-Cola, ore than any other consuer product, has brought

pleasure to thirsty consuers around the globe. or ore than 11: years,

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Coca-Cola has created a special oent o" pleasure "or hundreds o"

illions o" people every day.

9he Copany ais at increasing shareowner value over tie. %t

accoplishes this by working with its business partners to deliver

satis"action and value to consuers through a worldwide syste o"

superior brands and services, thus increasing brand e0uity on a global

basis. 9hey ai at anaging their business well with people who are

strongly coitted to the Copany values and culture and providing an

appropriately controlled environent, to eet business goals and

obectives. 9he associates o" this Copany ointly take responsibility to

ensure copliance with the "raework o" policies and protect the

Copany!s assets and resources whilst liiting business risks.

1.1: A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA

ast Mov ing Consuer Goods 3 MCG4 , a l so known as Consuer

(ackaged Goods 3C(G4 a re p roduc ts tha t have a 0u i ck tu rnover

and re lat i ve ly l ow cost . Consuers genera l ly pu t l es s thought

in to the purchase o " MCG than they do "or o ther products .

9he %nd ian MCG indust ry wi tnessed s ign i " i cant changes through

t h e 1 $ s . Ma ny p l aye rs h a d b een " a ci n g s eve re p ro b les o n

a cc ou nt o " i nc re as ed c o pe ti ti on " ro s a ll a nd r eg io na l

p l ay ers a nd " ro s l ow g row th acr oss i ts v ar i ou s pr odu ct

ca tegor i es . As a resu l t , os t o " the copan ies were "o r ced to

r eva p t h ei r p r od u ct , a rke ti ng , d i st r ib u ti o n a n d c u st o er

serv ice s t rateg ies to s t rengthen the i r pos i t ion in the arket .

@ y t h e t u r n o " t h e = $ t h c en t u r y , t h e " a c e o " t h e % n d i a n MC G

indus t ry had changed s ign i " ican tl y . i th the l i be ra l i5a t i on and

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nl i ke o t he r ec on o y s ect o rs , MCG s ha r e " l oa t i n a s tea dy

a nn er i rre sp ect i ve o" g lo ba l ark et d ip , b eca use t he y

genera l ly sa t is " y ra ther "undaenta l , as opposed to l uBu ri ous

needs . 9he MCG sec to r , wh i ch i s g row ing a t the ra te o " 7 i s

t h e " o ur t h l a rg est s ect o r i n t he % n di a n co n oy a n d i s w or t h

2s .$$$ c ro res. 9he a in con tr i buto r , ak ing up =7 o " the

sector , i s the 'outh %nd ian reg ion . % t i s p red ic ted that in the year

= $1 $, t he MC G s ec to r w il l b e w or th 2 s. 1# $ $$ c ro re s. 9 he

sector be ing one o " the b iggest sectors o " the %nd ian conoy

prov ides up to # i l l i on obs . (Source: HCCBPL, Month ly C i rcu lar ,March)

The FMCG secto co!s"sts o# the #o$$o%"!& c'te&o"es:

Peso!'$ C'e- Eral care, )air care, ash 3'oaps4, Cosetics and

9oiletries, Feodorants and (er"ues, (aper products 39issues, Fiapers, 'anitary

products4 and 'hoe care the aor players being )industan Dever Diited,

Godre 'oaps, Colgate, Marico, Fabur and (rocter ; Gable.

Ho(seho$) C'e- abric wash 3Daundry soaps and synthetic

detergents4, )ousehold cleaners 3FishHtensilHloorH9oilet cleaners4, Air

"resheners, %nsecticides and Mos0uito repellants, Metal polish and urniture

polish the aor players being )industan Dever Diited, >ira and 2icket

Colan.

B'!)e) '!) P'c*'&e) #oo)s '!) +e,e'&es- )ealth beverages,

'o"t drinks, 'taplesHCereals, @akery products 3@iscuits, @reads, Cakes4, 'nack

"oods, Chocolates, %ce-creas, 9ea, Co""ee, (rocessed "ruits, (rocessed

vegetables, (rocessed eat, @randed "lour, @ottled water, @randed rice, @randed

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sugar, &uices the aor players being )industan Dever Diited, >estle, Coca-

Cola, Cadbury, (epsi and Fabur

S""ts '!) To+'cco the aor players being %9C, God"rey, (hilipsand @.

1.: BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

%n %ndia, beverages "or an iportant part o" the lives o" people. %t is an industry,

in which the players constantly innovate, in order to coe up with better products

to gain ore consuers and satis"y the eBisting consuers.

FIGURE 1: BEVERAGE INDUSTRY IN INDIA

@I2AG'

Alcoholic >on-Alcoholic

Carbonated N o n -c a r b o n a t e d

Cola >on-Cola >on-Cola

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9he beverage industry is vast and there various ways o" segenting it, so as to

cater the right product to the right person. 9he di""erent ways o" segenting it

are as "ollows?

Alcoholic, non-alcoholic and sports beverages

>atural and 'ynthetic beverages

%n-hoe consuption and out o" hoe on preises consuption.

Age wise segentation i.e. beverages "or kids, "or adults and "or senior

citi5ens

'egentation based on the aount o" consuption i.e. high levels o"

consuption and low levels o" consuption.

%" the behavioral patterns o" consuers in %ndia are closely noticed, it could be

observed that consuers perceive beverages in two di""erent ways i.e. beverages

are a luBury and that beverages have to be consued occasionally. 9hese two

perceptions are the biggest challenges "aced by the beverage industry. %n order

to leverage the beverage industry, it is iportant to address this issue so as to

encourage regular consuption as well as and to ake the industry ore

a""ordable.

our strong strategic eleents to increase consuption o" the products o" the

beverage industry in %ndia are?

9he 0uality and the consistency o" beverages needs to be enhanced

so that consuers are satis"ied and they enoy consuing beverages.

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9he credibility and trust needs to be built so that there is a very strong

and sa"e "eeling that the consuers have while consuing the beverages.

Consuer education is a ust to bring out bene"its o" beverage

consuption whether in ters o" health, taste, relaBation,

stiulation, re"reshent, well-being or prestige relevant to the

category.

Counication should be relevant and trendy so that consuers are

able to "ind an appeal to go out, purchase and consue.

9he beverage arket has still to achieve greater penetration and also a wider

spread o" distribution. %t is iportant to look at the entire beverage arket, as a

big opportunity, "or brand and sales growth in turn to add up to the overall growth

o" the "ood and beverage industry in the econoy.

Compan% profile

The Coca-Cola Company was originally established as the J. S. Pemberton

Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed ollan.

Dr. John Stith Pemberton !or the !irst time prod"ced the syr"p !or Coca-Cola on May #,

$##%.

"he 2orld3s Most Powerful rand

"he compan% was formed to sell three main products)

$. Pemberton&s 'rench (ine o! Cola )later *nown as Coca-Cola+.

. Pemberton&s ndian "een air Dye,

/. Pemberton&s 0lobe 'lower Co"gh Syr"p.

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The Coca-Cola Company is the world&s largest be1erage company, largest man"!act"rer,

distrib"tor and mar*eter o! non-alcoholic be1erage concentrates and syr"ps in the world.

The Coca-Cola !orm"la and brand was bo"ght in $##2 by 3sa Candler who incorporated

The Coca-Cola Company in $#2. 4esides its namesa*e Coca-Cola be1erage, Coca-Cola

c"rrently o!!ers nearly 566 brands in o1er 66 co"ntries or territories and ser1es $.7billion ser1ings each day. nterbrand8s 0lobal 4rand Scorecard !or 66/ ran*ed Coca-

Cola the 9$ 4rand in the (orld and estimated its brand 1al"e at :;6.57 billion

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Coca0Cola Products and rand

"he Coca0Cola Compan% offers nearl% 14.. !rands in o#er -.. countries

< Diet Co*e )introd"ced in $2#+, which "ses aspartame, a syntheticphenylalanine-based arti!icial sweetener in place o! s"gar

< Diet Co*e Ca!!eine-'ree

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< Cherry Co*e )$2#7+< Diet Cherry Co*e )$2#%+< Co*e with =emon )66$+< Diet Co*e with =emon )66$+< >anilla Co*e )66+

< Diet >anilla Co*e )66+< Coca-Cola C )665+< Co*e with =ime )665+< 3?"ari"s Mineral (ater )665+< Diet Co*e with =ime )665+< Diet Co*e Sweetened with Splenda )667+< Coca-Cola @ero )667+< Coca-Cola 4lac* Cherry >anilla )66%+< Diet Coca-Cola 4lac* Cherry >anilla )66%+< Coca-Cola 4lAB )66%+< Diet Co*e Pl"s )66;+

< Coca-Cola range )66;+

COCA0CO5A I6DIA

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Coca-Cola was the leading so!t drin* brand in ndia "ntil $2;; when it le!trather than re1eals its !orm"la to the go1ernment and red"ces its e?"ity sta*e asre?"ired "nder the 'oreign Echange eg"lation 3ct )'E3+ which go1ernedthe operations o! !oreign companies in ndia.

Coca-Cola re-entered ndia in $22/. The 1ision o! the company is to leadbe1erage re1ol"tion in the world and pro1ide its cons"mer ?"ality be1erages ata!!ordable price. 3s on J"ne 667, Company has ;# man"!act"ring locationsacross 5 states o! the co"ntry.

Coca-Cola, the corporation no"rishing the global comm"nity with the world8slargest selling so!t drin* concentrates since $##%, ret"rned to ndia in $22/ a!ter a $%year hiat"s, gi1ing a new th"mb "p to the ndian so!t drin* mar*et. n the same year, theCompany too* o1er ownership o! the nation8s top so!t-drin* brand and bottling networ*.t8s no wonder o"r brands ha1e ass"med an iconic stat"s in the minds o! the world8s

cons"mers.

E1er since, Coca-Cola ndia has made signi!icant in1estments to b"ild andcontin"ally consolidate its b"siness in the co"ntry, incl"ding new prod"ction !acilities,waste water treatment plants, distrib"tion systems, and mar*eting channels.

Coca-Cola ndia is among the co"ntry8s top international in1estors, ha1ingin1ested more than FS: $ billion in ndia in the !irst decade, and !"rther pledged anotherFS:$66 million in 66/ !or its operations.

A Pure Commitment to "he Indian 7conom%

The Company has sha*en "p the ndian carbonated drin*s mar*et greatly, gi1ing

cons"mers the pleas"re o! world-class drin*s to !ill "p their hydration, re!reshment, andn"trition needs. t has also been instr"mental in gi1ing an eponential growth to theco"ntry8s Gob listing.

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Creating Enormo"s Job pport"nities with 1irt"ally all the goods and ser1icesre?"ired to prod"ce and mar*et Coca-Cola being made in ndia, the b"siness system o!the Company directly employs approimately %,666 people, and indirectly createsemployment !or more than $7,666 people in related ind"stries thro"gh its 1astproc"rement, s"pply, and distrib"tion system.

The ndian operations comprises o! 76 bottling operations, 7 owned by theCompany, with another 7 being owned by !ranchisees. That apart, a networ* o! $contract pac*ers man"!act"res a range o! prod"cts !or the Company.

n the distrib"tion !ront, $6-tonne tr"c*s H open bay three-wheelers that canna1igate the narrow alleyways o! ndian cities H constantly *eep o"r brands a1ailable ine1ery noo* and corner o! the co"ntry8s remotest areas.

These are only some o! the !acts that spea* abo"t o"r commitment to the growth o!the ndian Economy.

Products in India made !% Coca0Cola

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S2O" Anal%sis

Strength

1. orld largest brands

=. Darge scale operation

. 2obust revenue growth in there segent

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Mission& $ision 9 $alues

Mission, 1ision and 1al"es o"tline who we are, what we see* to achie1e, and howwe want to achie1e it. They pro1ide a clear direction !or o"r Company and help ens"re

that we are all wor*ing toward the same goals.

Mission

To socially and economically empower comm"nities aro"nd o"r operations, bycreating enabling en1ironment aro"nd o"r plants, !or the betterment o! comm"nitiesthro"gh s"stainable proGects

$ision

$. To e!resh the (orld...in body, mind, and spirit.

. To Create >al"e and Ma*e a Di!!erence...e1erywhere we engage.

/. PeopleI 4eing a great place to wor* where people are inspired to be the best they canbe.

5. =eadershipI The co"rage to shape a better !"t"reK

7. PassionI Committed in heart and mindK

%. ntegrityI 4e realK

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Manufacturing Plant Product Process

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Manufacturing Process of coca0cola products ha#e different steps& which are cited

!elow0

< ngredient Deli1ery

< (ashing and insing

< Miing and 4lending

< 'illing

< Capping

< =abeling

< Coding

< nspection

< Pac*aging

< (areho"sing and deli1ery

Product Decausticiser 0 Process Diagram

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:daipur e#erage 5td 'a!alpur

"%pes of Production

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RGB :- Ret(!'+$e G$'ss Bott$es

PET :- Po$/eth"$e/ Tet' Ph'the$'te

Coca Cola Products R+ Pac8 Si;e P7" Pac8 Si;e

Coca Cola -.. ml & 1.. ml

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COMPA6 B:A5I" PROMIS7

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Bualit% Is Our ighest usiness O!jecti#e

The Symbol o! "alityC"stomer and Cons"mer Satis!action

3 esponsible CitiLen o! the (orld

0olden Peacoc* National "ality 3ward 665 Coca-Cola ndia Di1ision President, Mr. SanGi1 0"pta recei1ed the0olden Peacoc* National "ality 3ward 665 along with the Coca-Colateam at the $7th (orld congress on Total "ality in M"mbai on Jan"ary $5,667.

The Coca-Cola Company eists to bene!it and re!resh e1eryone it to"ches.'or "s, "ality is more than G"st something we taste or see or meas"re. tshows in o"r e1ery action.

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ORGANI0ATION STRUCTURE OF COCA-COA IN INDIA

FIGURE 6: ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

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FIGURE 7: ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

2.3: ORGANI0ATION STRUCTURE OF THE SAES DEPARTMENT IN UB:

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FIGURE 8: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

(D has a wide and well anaged network o" salesen appointed "or taking up

the responsibility o" distribution o" products to diverse parts o" the cities. 9he

distribution channels are constructed in such a way that the deand o" custoers

is "ul"illed at the right place and the right tie when it is needed by the.

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A typical distribution chain at (D would be?

Po)(ct"o! --- P$'!t 4'eho(se --- Deot 4'eho(se --- D"st"+(t"o!

4'eho(se --- Ret'"$ Stoc* --- Ret'"$ She$# --- Co!s(5e

9he custoers o" the Copany are divided into di""erent categories and di""erent

routes, and every salesan is assigned to one particular route, which is to be

"ollowed by hi on a daily basis. A detailed and well organi5ed distribution

syste contributes to the e""iciency o" the salesen. %t also leads to low costs,

higher sales and higher e""iciency thereby leading to higher pro"its to the "ir.

2.6.1: DISTRIBUTION ROUTES

9he various routes "orulated by (D "or distribution o" products are as "ollows?

7e/ Acco(!ts: 9he custoers in this category collectively

contribute a large chunk o" the total sales o" the Copany. %t basically consists o"

organi5ations that buy large 0uantities o" a product in one single transaction. 9he

Copany provides goods to these custoers on credit, payents being ade by

the a"ter a certain period o" tie i.e. either a onth o" hal" a onth.

E8'5$es:Clubs, "ine dine restaurants, hotels, Corporate houses etc.

F(t(e Co!s(5t"o!:9his route consists o" outlets o" Coca-Cola

products, wherein a considerable aount o" stock is kept in order to use "or

"uture consuption. 9he stock does not eBhaust within a day or two, instead as

and when re0uired stocks are stacked up by the so as to avoid shortage or non-

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products give a strong copetition to Maa5a and the latest product Minute Maid

(ulpy Erange.

SAES PROMOTION

INTRODUCTION TO SAES PROMOTION:

MA>%>G?

'ales prootion includes those sales activities, which suppleent personnel

selling and advertising. %t is a direct induceent that o""ers eBtra value or

incentive "or the product. 9his incentive ay be directed towards the consuer or

the trade.

%n other words, prootion stiulates the custoer to ake propt

decision to purchase the product. %t even in"luences the or prevents the "roswitching over to brands.

N't(e o# the S'$es Po5ot"o!:

Marketing - 'ales prootion

'ales prootion is the process o" persuading a potential custoer to buy the

product. 'ales prootion is designed to be used as a short-ter tactic to boost

sales L it is not really designed to build long-ter custoer loyalty.

'oe sales prootions are aied at consuers. Ethers are targeted at

interediaries 3such as agents and wholesalers4 or at the "ir!s sales "orce.

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hen undertaking a sales prootion, there are several "actors that a

business ust take into account?

hat does the prootion cost L will the resulting sales boost usti"y the

investent

%s the sales prootion consistent with the brand iage A prootion

that heavily discounts a product with a preiu price ight do soe long-ter

daage to a brand

ill the sales prootion attract custoers who will continue to buy the

product once the prootion ends, or will it siply attract those custoers who

are always on the look-out "or a bargain

Thee 'e 5'!/ 5etho)s o# s'$es o5ot"o! "!c$()"!&:

Mo!e/ o## co(o!s L custoers receive coupons, or cut coupons out o"

newspapers or a products packaging that enables the to buy the product neBt

tie at a reduced price

Co5et"t"o!sL buying the product will allow the custoer to take part in a

chance to win a pri5e

D"sco(!t ,o(chesL a voucher 3like a oney o"" coupon4

Fee &"#tsL a "ree product when buy another product

Po"!t o# s'$e 5'te"'$sL e.g. posters, display stands L ways o" presenting the

product in its best way or show the custoer that the product is there.

o/'$t/ c')s L e.g. >ectar and Air Miles where custoers earn points "or

buying certain goods or shopping at certain retailers L that can later beeBchanged "or oney, goods or other o""ers

Doyalty cards have recently becoe an iportant "or o" sales

prootion. 9hey encourage the custoer to return to the retailer by giving the

discounts based on the spending "ro a previous visit. Doyalty cards can o""set

the discounts they o""er by aking ore sales and persuading the custoer to

coe back. 9hey also provide in"oration about the shopping habits o"

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custoers L where do they shop, when and what do they buy 9his is very

valuable arketing research and can be used in the planning process "or new and

eBisting products.

'ales prootionis one o" the "our aspects o"prootional iB 39he other three

parts o" theprootional iBareadvertising,personal selling, and

publicityHpublic relations.4 Media and non-edia arketing counication are

eployed "or a pre-deterined, liited tie to increase consuer deand,

stiulate arket deand or iprove product availability.

Baples?%ncludecontests,coupons,"reebies,loss leaders,point o"

purchasedisplays,preius, pri5es,product saples, andrebates

'ales prootions can be directed at thecustomer, sales sta"",

ordistribution channel ebers 3such asretailers4.

'ales prootions targeted at the consuerare calledconsuer sales

prootions.

'ales prootions targeted at retailers andwholesale are calledtrade

sales prootions. Many consider soe sale prootions, particularly ones with

unusual ethods, giicks.

'ales prootion includes several counications activities that attept to

provide added value or incentives to consuers, wholesalers, retailers, or other

organi5ational custoers to stiulate iediate sales. 9hese e""orts can attept

to stiulate product interest, trial, or purchase. Baples o" devices used in sales

prootion include coupons, saples, preius, point-o"-purchase 3(E(4 displays,

contests, rebates, and sweepstakes.

Co!s(5e s'$es o5ot"o! tech!";(es

(rice deal? A teporary reduction in the price, such as happy hour

Doyal 2eward (rogra? Consuers collect points, iles, or credits "or purchases

and redee the "or rewards. 9wo "aous eBaples are (epsi 'tu"" and

AAdvantage.

Ce!ts-o## )e'$? E""ers a brand at a lower price. (rice reduction ay be a

percentage arked on the package.

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P"ce-'c* )e'$:9he packaging o""ers a consuer a certain percentage ore o"

the product "or the sae price 3"or eBaple, =: percent eBtra4.

Co(o!s:coupons have becoe a standard echanis "or sales prootions.

oss $e')e:the price o" a popular product is teporarily reduced in order to

stiulate other pro"itable sales

Fee-st'!)"!& "!set s%eest'*es>&'5es:9he consuer is autoatically entered into the

event by purchasing the product.

(oint-o"-sale displays?-

Aisle interrupter? A sign that uts into the aisle "ro the shel".

Fangler? A sign that sways when a consuer walks by it.

Fup bin? A bin "ull o" products duped inside.

Glori"ier? A sall stage that elevates a product above other products.

obbler? A sign that iggles.

Dipstick @oard? A board on which essages are written in crayon.

>ecker? A coupon placed on the neck o" a bottle.

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N' unit? Oyour eBtra salespersonO is a pull-out "act sheet.

lectroluinescent? 'olar-powered, aniated light in otion.

Pids eat "ree specials? E""ers a discount on the total dining bill by o""ering 1 "ree

kids eal with each regular eal purchased.

T')e s'$es o5ot"o! tech!";(es

T')e '$$o%'!ces:short ter incentive o""ered to induce a retailer to stock up

on a product.

De'$e $o')e:An incentive given to induce a retailer to purchase and display a

product.

T')e co!test:A contest to reward retailers that sell the ost product.

Po"!t-o#-(ch'se )"s$'/s? sed to create the urge o" OipulseO buying and

selling your product on the spot.

T'"!"!& o&'5s:dealer eployees are trained in selling the product.

P(sh 5o!e/: also known as Ospli""sO. An eBtra coission paid to retail

eployees to push products.

9rade discounts 3also called "unctional discounts4? 9hese are payents to

distribution channel ebers "or per"oring soe "unction.

?. S'$es Po5ot"o! St'te&"es:

9here are three types o" sales prootion strategies? Push, Pull, or

a combinationo" the two.

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A (sh st'te&/ involves convincing trade interediary channel ebers to

OpushO the product through the distribution channels to the ultiate consuer via

prootions and personal selling e""orts. 9he copany prootes the productthrough a reseller who in turn prootes it to yet another reseller or the "inal

consuer. 9rade-prootion obectives are to persuade retailers or wholesalers to

carry a brand, give a brand shel" space, proote a brand in advertising, andHor

push a brand to "inal consuers. 9ypical tactics eployed in push strategy are?

allowances, buy-back guarantees, "ree trials, contests, specialty advertising

ites, di scounts, displays, and preius.

A ($$ st'te&/ attepts to get consuers to OpullO the product "ro the

anu"acturer through the arketing channel. 9he copany "ocuses its arketing

counications e""orts on consuers in the hope that it stiulates interest and

deand "or the product at the end-user level. 9his strategy is o"ten eployed i"

distributors are reluctant to carry a product because it gets as any consuers

as possible to go to retail outlets and re0uest the product, thus pulling it through

the channel. Consuer-prootion obectives are to entice consuers to try a new

product, lure custoers away "ro copetitors! products, get consuers to Oload

upO on a ature product, hold ; reward loyal custoers, and build consuer

relationships. 9ypical tactics eployed in pull strategy are? saples, coupons,

cash re"unds and rebates, preius, advertising specialties, loyaltyprograsHpatronage rewards, contests, sweepstakes, gaes, and point-o"-

purchase 3(E(4 displays.

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Car dealers o"ten provide a good eBaple o" ' co5+"!'t"o! st'te&/. %" you

pay attention to car dealers advertising, you will o"ten hear the speak o" cash-

back o""ers and dealer incentives.

OB@ECTIVE OF THE STUDY

14 9he ain obective o" this study lies in studying and understanding the present

o""ers and schees providing by the Coca-Cola.

=4 )ow uch retailer satis"ying with present o""ers.

3) To access the compet i t ive pos i t ion o f Coca-Cola .

4) to suggest measures to fur ther improve the promot iona lac t iv i t ies o f Co la co la and make i t more compet i t ive .

5) To see whether the in termedia ter ies and f ina l consumer areget t ing proper benef i ts f rom sa les promot iona l ac t iv i t ies or not .

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S'$es Po5ot"o! Tech!";(es o# Co5'!/

Good Advertiseent.

""ective %ncentive (olicy.

Juality.

ide and deep distribution syste.

Attractive (ackaging.

Allotting 'GA!s 3 2e"irgerator, Chest Cooler, 9able,chairs etc4 to retailers.

Fecorating retailers shop by display board, dealer!s

board etc.

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METHODS OF DATA COECTION:

THERE ARE T4O TYPES OF DATA

1. (riary data

=. 'econdary data

1= P"5'/ )'t' co$$ect"o!: P"5'/ )'t' c'! +eco$$ecte) +/ thee 5etho)s.

a+ Ebservation

b+ Bperient

c+ 'urveys

@ut here, only surveys ethod o" data collection is pre"erred which is very

suitable to reach the researcher otto.

3. 2esearch instruent? rando 0uestions was used as the research

instruent to collect the re0uired in"oration.

4. Area o" surveys? 9he survey was conducted in di""erent location o"

&abalpur city.

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SURVEY ANAYSIS

THE SURVEY 4AS CONDUCTED IN DIFFERENT

OCATION OF VI0AG. A TOTA SURVEY OF ? OUTETS

4AS CONDUCTED.

1.I ,"s"te) '+o(t ? o(t$ets.

. O(t o# ? shos co,ee) "! )"##ee!t 'e's I #oc(se) o! co,e"!&

)"##ee!t shos 'cco)"!& to $oc't"o! so th't I c'! *!o% %hee coc'-co$'

o)(cts h',e the +est e!et't"o!. A5o!& the sho co,ee) 1 %ee

o! the ch'('sth' 2? %ee o! the 5'"! o') 6 "! the 5'*et '!)

%ee !e' ' es")e!t"'$ 'e'.

2. I 'ss"&!e) the ,'"o(s shos co,ee) "!to )"##ee!t c'te&o"es. The,'"o(s c'te&o"es co,ee) %ee Goce/ Co!#ect"o!'/ B'*e/ @("ce

Shos Ice Ce'5 '$os Rest'('!t Foo) Po"!ts P.C.O D'"/ '!) P'!

Shos.

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F"!)"!&s-

Advertiseent capaign o" coca cola now can

see easily on villages like sign board hoarding on

highway banners outlets etc.

(ersonal selling assistance gives to the by the

copany ; ore (E(!' advertiseent aterialsand re"rigerators "ro Coca Cola has also good

result on sales.

'ales prootion schees like- Fiscount to

onopoly retailers and schees on product is

good.

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OBSERVATIONS AND SUGGESTIONS:

9aking the above analysis into consideration, the "ollowing points can be

regarded "or "urther sales prootion?

(resent coca-cola o""ers are very uch liited so need iproveent

on schees.

%n soe areas service little bit down like hathital residential areas.

More prootional o""ers have to be introduced

Market developers should be given soe aount which can be used to

provide credit "acility to soe retailers.

%nstall ountain Machine at di""erent locations. %t will be help"ul in generating

ipulse purchase and also as awareness about the products o" the copany

aong the consuers Many custoers pre"er to have co""ee or tea so Coca-Cola can launch its

Georgia co""ee vending achines. As any retailers are having either >estea or

other this will be a success.

9he Copany eployees should ake direct contact with the consuers, so

that they ay aware with real situation o" the arket and consuers attitude

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towards the product. or this they can arrange awareness caps in di""erent

locations.

Gi"ts should be given to certain retailers who sell large 0uantities o" goods.

CO6C5:SIO6

E>E TN0 N TS (=D S M3DE T FT=@E PPE= 4FT T

SF=D 4E E3C 3T TE PPE PESN T TE PPE

FT=@ED 3E3S. TE(SE TE >3=FE 3DDED T TSE TN0S

4EC3ME N >EN.

3S TEE S 3 P>E4 T3T,

FAR FROM EYE, FAR FROM HEART

TFS M3BETN0 =E P=3S 3 >E MPT3NT =E N

3CE>N0 TE 4JECT>ES ' 3 CMP3N. FNDF4T=, >3=FE

FT=T S CE3TED 4 TE M3NF'3CTFE ' PDFCT SE>CE

4FT TME 3ND P=3CE FT=TES 3E CE3TED 4 M3BETN0 =E.

3CCDN0 T DFCBE, 4T TE M3BET 3ND TE DST4FTN

C3NNE=S 3E 'TEN ME CFC3= T3N TE PDFCTK.TE 3E

PM3 3ND TE PDFCT S SECND. N 3N ECNM =BE T3T

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' ND3, (EE M30N3= ST30ES C3N =E3D T

DSPPT3TN DSTTN N PCES, 3 DEPEND34=E 3ND

E''CENT DST4FTN SSTEM S >E MFC ESSENT3=. TE

DST4FTN SSTEM CE3TES 3 >3=FE 3DDED T 3== MST 3==

PDFCTS.

3== 'M TE 34>E STFD NT (TST3NDN0 TS ESTFCTN0

E''TS PEPS S ST== '3 3(3 (T TS 0E3T CMPETT =BE

CBE.

BIBIOGRAPHY

Re#ee!ce:

Boo*s A(thos

Marketing 2esearch ?>aresh Malhotra

Marketing Manageent ?(hilip Potler

2esearch Methodology ?C. 2. Pothari

DATA SOURCES

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4e+s"tes :

www.0uickba.co

www.indiaco.co

www.yellowpages.co

www.coca-colaindia.co

www.wikipedia.org

http://www.quickmba.com/http://www.indiacom.com/http://www.yellowpages.com/http://www.coca-colaindia.com/http://www.wikipedia.org/http://www.quickmba.com/http://www.indiacom.com/http://www.yellowpages.com/http://www.coca-colaindia.com/http://www.wikipedia.org/

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