Final Project

On
“A STUDY OF PROMOTION MIX OF COCA-
COLA ”

Name: Anubhav shrivastava

Class: PGDM 2nd yr
Subject: PRMC
Enroll: 1449
Submitted To:
Mr. Shekhar Srivastava
(Sir )
 TABLE OF CONTENT

DECLARATION

ACKNOWLEDGEMENT

Company profile
………………………………………………………………………………………………………

Promotional mix ………………………………………………………………..

Conclusion…………………………………………………………………………………. ………
 DECLARATION

I hereby declare that the final project report “ A STUDY OF PROMOTION

MIX OF COCA-COLA” is my original work and has not been published or
submitted for any degree, diploma or similar titles elsewhere.

This has undertaken for the purpose of partial fulfilled of post graduate Diploma
in management at International institute for special education

Anubhav shrivastava
Enrollment no: 1449
 ACKNOWLEDGEMENT
I Anubhav Shrivastava using this opportunity to express my gratitude to
everyone who supported me throughout the course of final project. I am thankful
for their aspiring guidance, invaluably constructive constructive criticism and
friendly advice during the project work. I am sincerely grateful to them for sharing
their truthful and illuminating views on a number of issues related to the project.

I express my warm thank to Mr.Shekhar Srivastava for their support and

guidance.

Anubhav shrivastava
Company Introduction

Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name "Coca-
Cola" was suggested by Dr. Pembertons bookkeeper, Frank Robinson.Coca-Cola currently offers more
than 500 brands in over 200 countries and serves over 1.6 billion servings each day.The company
operates a franchised distribution system dating from 1889 where The Coca-Cola Company only
produces syrup concentrate which is then sold to various bottlers throughout the world who hold an
exclusive territory. Coca-cola was asked by the Indian government to leave the country along with I.B.M
in 1977 due to investment violations. It re-entered India in 1993. Since then its operations have grown
rapidly through a model that supports bottling operations, both company owned as well as locally
owned and includes over 7,000 Indian distributors and more than 1.3 million retailer. The Brands under
Coca Cola are:

Marketing mix of Coca Cola

Coca Cola
Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups and downs
of business to reach that position. The marketing mix of Coca cola has been changing over time with
more and more products being added such that today it has 3300 products. So what is the marketing
mix of Coca cola? Read on.
Promotional mix
Earlier the concept of having the right product at the right time in the right place right place was
important to ensure the success of the product in the market. But in today's global competitive
environment it still may not be enough to achieve the success.One needs to ensure effective
communication with the target market, product and business in order to attain a prestigious position in
the market. Promotion of a product is done to persuade customers to try a new product or an older
product.

The diagram below gives a list of IMC tools that a company uses to promote its brand. Further analysis
will be done on the below mentioned framework.

Advertising
Coca-Cola uses the concept of aggressive advertising to promote its products. It acts as a very important
tool to cater to mass-markets. Coca cola mainly does national advertising. They introduce different
themes and concepts to sell their product and advertises mainly in electronic media and out of home
advertising. These advertisements build brand image and create awareness. They use big names of
Indian film industry as the brand ambassadors of the Company. they have created memorable and
catchy slogan since years. For E.g. Thanda Matlab Cola-Cola, Jo chaho ho jae Cola-Cola enjoy, Coca-Cola-
Piyo sir utha ke, Brrrrrrr!!!

The mediums of advertising used by coca cola are :

Print Media:
Coca cola is said to have a different print media department. Some of the new as well as old print ads
are below.
Coca Cola advertisements all over the world are creative so at to appeal to the mass media.

Point of sale Materials: This includes Posters and stickers displayed in different areas. Also includes
points like : Vizi coolers, freezers, Display Racks.The images below shows how they use the point of
sales in order to advertise their product.

TV Commercials: Coca Cola does regular Tv Commercials on different channels. it focuses on both rural
as well as urban crowd. They feature diffrent brand ambassdors from time to time by the help of Tv
commercials. They try to connect with the crowd by the help of their TV Commercials.
Outdoor Advertising

Coca cola is very much conscious about their billboards and hoardings. They have so many sites in
different locations for their billboards. Billboards are usually found at cross roads, buildings, shops.Also
in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc focusing in rural areas of
India.
Direct Marketing

Coca-Cola uses direct marketing in many ways. It partners with various restaurants, movie theaters, etc.
to carry its product. Bu going through this path, when a customer orders a drink, the only brand they are
offered is Coca-Cola, which forces them to consume that brand itself. By doing this, Coke forces out the
competitors, and keeps the restaurants, or other businesses, purchasing their product over and over
again. Eg. Mc Donalds, Dominos. According to mobilemarketingmagazine.com, Coke uses mobile
graphics and texts to appeal to markets on a more personal level.Coca Cola also sponsors various
sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc.
Currently it is sponsoring the London games.
Internet Marketing

Coca-Cola uses the internet to promote its products. The company has its own website, which is quite
simple to navigate through. The website allows customers to become interactive through various games,
contests, shopping, and through a special section of the website that enables consumers to find out how
they can help their community.Also in the modern era of communication and networking, the company
uses various social networking sites like Facebook, YouTube, Twitter to connect with the consumers.The
internet marketing thus helps to reach to those consumers who cant afford to spend time on T.V and
are always online.

Sales Promotion

A sales promotion is an activity that is implemented to boost the sales of a product or service
temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales.

1. Consumer - Oriented sales promotion:

Getting Shelves
Eye Catching Position

Under The Crown Scheme

2. Trade - Oriented sales promotion:

Discounts to retailers and stores

Return back allowances

Merchandising assets

Free goods or free tours

Public Relations

Publicity refers to non personal communications regarding an organization, product, service or idea not
directly paid or run under identified sponsorship.Today, the company can still use word of mouth
advantage. For instance, when Coke produces a new product, and someone on their lunch break
purchases that new product, and enjoys it, they will tell others in the office about how great the new
product is. This will cause others to purchase the product, and in-turn increase sales.Public relations is
defined as “the management function which evaluates public attitudes, identifies the policies and
procedures of an individual and organization with public interest, and executes a program of action to
earn public understanding and acceptance”.Coca-Cola can address law suits, rumors, stories, new
products, and activities. There is also a section of the website devoted to investors. Here, current, or
future, investors can access financial statements and up-to-the- minute stock information. The Coca-
Cola India is also undertaking some projects as a part of their social cause and part of the corporate
social responsibility.The support my school campaign along with NDTV has Sachin Tendulkar as the
brand ambassador.The project Unnati focuses on more yield of mangoes to farmers.Coca Cola also
Sponsors events in cricket and music.

Personal Selling

Coca-Cola has many salespeople, who are individuals representing the company to communicate, sell,
service, and build relationships with customers.These salespeople promote their product to different
customers within their regions, and once they sustain a customer, they sell their products to them and
service them many times per week.These individuals form close relationships with the customers in
order to continue business with them.Thus though minimum, the company also thus have many sales
people for personal selling.
Conclusion

From our study we can conclude that:For any company to reach the peak in today’s competitive era, has
to use each and every component of the promotional mix.By understanding Coca-Cola we can say it the
company is using its promotional mix in an effective and efficient manner.That is the reason why Coca-
Cola is the market leader and one of the most valuable brands in the whole world.Apart from being the
most valuable brand, it also gives importance to CSR activities.