Summer Training Project Report On

Marketing strategies & promotional activities of Coca- Cola

Submitted in partial fulfilment of the requirement of the award of degree in Master of Business Administration

(Session 2009-2011)

Submitted to: Controller of Examination M.D. University, Rohtak.

Submitted by: MANOJ KUMAR Roll No-09/MBA/028 MBA 3rd Semester B.S.A.I.T.M.,Faridabad

B.S.Anangpuria Institute of Technology & Management Alampur, Faridabad.

CONTENT 1) 2)
I) II) III) IV)

INDUSTRY PROFILE COMPANY PROFILE

INTRODUCTION OF THE COMPANY ORGANISATIONAL SET UP & STRUCTURE PRODUCTION PROCESS SEGMENTATIONOF SOFT DRINK

3)

STUDY MATERIAL
I) II) III) IV) INTRODUCTION OF THE STUDY OBJECTIVES OF THE STUDY SCOPE OF THE STUDY LIMITATION OF THE STUDY

4)

RESEARCH METHODOLOGY COLLECTION OF THE DATA DATA ANALYSIS &INTERPRETATION FINDINGS OF THE STUDY CONCLUSION & SUGGESTION

5) 6) 7) 8)

BIBLIOGRAPHY ANNEXURE

TO

WHOM SO EVER

IT

MAY

CONCERN DATE :-

Certify that the Project Report titled " Marketing Strategies & promotional activities of Coca- Cola " with special reference to COCA-COLA INDIA INC. has been prepared by Manoj kumar, Roll No. 09/MBA/028, (2009-2011)under my direct supervision and guidance. This Project Report has been prepared by a comprehensive and deep study on the topic. The efforts for the completion of this Project Report for Partial fulfillment of the Degree of Business Administration is praise worthy. I strongly recommend this report for evaluation. I wish him all then success in life.

HR-MANAGER

i .e e x

TO WHOM SO EVER IT MAY CONCERN

It is certified that Mr. MANOJ KUMAR Roll N. 09/MBA/028, is a student of MBA 3RD SEM. He has completed his summer training project titled MARKETING STRATIGIES & PROMOTIONAL ACTIVITIES OF COCA COLA, under my guidance and I found his project work quit satisfactory. The project is an original work and has not been submitted to any other university or college for the award of any other degree.

Project Guide Principal

ACKNOWLEDGEMENT

It is my proud privilege to place on record my deep sense of gratitude to my project guide all faculty member MBA Department, BSAITM College, Faridabad, for his guidance of supervision. And I am highly indebted to Mr. Vinay Dubey (Sales Executive Gurgaon, CCI Inc.) for his guidance to me at every step during my training, support and encouragement. I am also obliged to Mr. Venket Raman (ASM, gurgaon, COCA COLA INDIA INC. ) for providing me a chance to do training in such a prestigious organisation. Further, I would like to thank the management of New Delhi Plant also. My thanks also goes to my family especially my father and mother for inspiring me to do M.B.A. I would also like to thank my friends and well wisher for support and encouragement. Last but not least I would like to thank the distributor and retailers in gurgaon of Cola- Cola for their co- operation

MANOJ KUMAR

PREFACE

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

Chapter-1 Industry Profile

Soft drink market demand is very strong in all over the world. Now there are two major company of Soft drinks Coca-Cola & PepsiCo which are competitors to each other. The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $92 billion. Some of PepsiCo's brand names are more than 100-years-old. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.

PepsiCo entered India in 1989 and has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the groups 37 bottling

plants in India, of which 16 are company owned and 21 are franchisee owned. In addition to this, PepsiCos Frito Lay snack division has 3 state of the art plants. The world's largest beverages company Coca-Cola begins more than century ago. The Coca-Cola Company's world head quarters in Atlanta Georgia (U.S.A). On May 8, 1886 was particular day when the worlds largest favourite soft drink was made by the pharmacist. Dr. John Styth Pernaberton. That same day that new product made its debut as a soda fountain drink for five cents a glass. At same point by accident or design, carbonated water was mixed with the syrup to create that would become the world's favourite soft drink. Dr. Pemsaron's partner and book- keeper Frank M. Robinson suggested the name Coca- Cola, it has two Cs would look will in advertising and they penned the famous trade mark in his new favourite script. After making soft-drink, he began to advertise and on May 29, 1886 the first advertisement Coca-Cola "Delicious and Refreshing". In 1886, the average sales was nine drinks per days. Dr. Pemberton had thought about the potential of the beverage, which he had created, after the demise of Pemberton in the year of 1888 an Ationta druggist and businessman, Asa G Candler actively purchased the out standing shares of Coca- Cola, because he knew the potential

of the Coca- Cola and in 1891 he invested $2300 and acquired complete control. Mr. Candler had enough knowledge of marketing. He pioneered the concept of Coupling by distributing complementary glasses of CocaCola. He did something to promote the beverages on such items as calendars, fountain and clock, sales increased ten fold. He had first registered the trademark "Coca-Cola" in the United States Patent Office on January 31, 1893 and had been renewed periodically. In 1894 the company opened its first syrup manufacturing plant outside Atlanta in Dallas Texas and the following year another plants opened in Chicago and Los Angeles. In 1894 merchant Joseph A Bidenharm of vicksuburg, Mississippi became the first batter of CocaCola when he installed bottling machinery in his candy store. In 1889 large scale bottling began when Benjamin F. Thomas and Joseph while head of Chattangoga. Tennorre, Secured from chandler for $1 exclusively right to bottle and sell Coca-Cola nearly everywhere in the United States. After opening the first bottling plant same year John T. Lopton,

entered into the business of Coca- Cola, and he did contrast with entrepreneurs to establish community bottling operations and

exclusive territories to

market Coca- Cola that began today's

worldwide network of bottling companies, most of that are still locally owned and operated. And now today the bottling system has become

a backbone of the Coca-Cola company's soft drink operations, and makes Coca-Cola a local product for consumers around the globe. In 1919 the owner of the company again changed, candler sold the Coca-Cola for $25 million to Atlanta banker Ernes Woodruff. Ernest Woodruffs33 years old son, Robert was elected president of the CocaCola Company. He reincorporated the business as a Delaware Corporation and 5,00,000 shares of common stock were sold publicity for $40 per share. Rober Woodruff was a very enthuiasic person, he

wanted to give the company a new way and to take the company to greater height. In 1967, Duncan foods, a coffee produce was acquired by the company and led to the formation of the Coca-Cola Company's food division.Which has known as the minute maid company. A new product wine was manufacturing in the United states from 1997 to 1983. In 1991, The company and the Nestile S.A. formed joint venture company, it was established primarily to manufacture, market and distribute ready to serve tea beverages and coffee beverages under the trademark Nestle and Nescafe respectively. This joint venture was established on a world wide basis with the exception Japan. Formation of Coca-Cola beverages stated in a very simple way, but toady it has spread world-wide. It has a wonderful history and exciting

future. Despite having many ups and down in its way it went on ahead and today it is a house hold name and a favourite among its customers.

Chapter-II

COMPANY PROFILE

(1) Introduction of the company (2) Organisational Setup & Structure (3) Production Process (4) Segmentation of Soft drink Market

Introduction of the company

A soft drink is a non alcoholic beverages. It is artificially flavoured and contains no fruit or pulp. The first principle of philosophy of coke that it can be substituted only by coke. It may be Camapa- Cola. ThumsUps. But is has to be Coke. A Coke can never be replaced by tea

coffee, bear, wine or water perhaps Cola is life style. Cola is a way of thinking, Cola is a culture. India is the second largest country in the world in terms of population. It is one of the largest consumer market with the development of economy. Coca- Cola (An USA base Company) was the first soft drink company in India which stated in business in 1958, Gradually, it becomes the part and parcel of the life of the urbanities particularly in Bombay. It was launched with an investment of Rs.6.6 Lakh only which made a turnover or Rs.12.98 Lakhs the very next year with a gross profit of Rs. 3.97 Lakh and it expanded into a giant 100 crores. Complex of 22 bottling plants, the product or which were retailed through 2,00,000

outlets. The phenomenal capacity of Coca-Cola's 22 bottling plants approximated 30 lakh bottles a day. But in 1977, during the reign of Janta Party. The Indian Govt. imposed restrictions on the company. After the exit of Coca-Cola from India, the first national Cola drink was Double Seven, In the mean time, pure drinks, Delhi, Switched over to Campa Cola in the market. The beginning of 1980 saw the birth of another Cola drink, Thums- up (it was actually launched in 1978-79) by parle as " The Refreshing

Cola" by the mid eighties, there was Thrill by Mc. Dowells and by the late eighties there was Double Cola. In 1978, parle led the Indian soft drink market (share 33%) with its Gold spot and Limca brands, Later Thums- Up also started contributing to its growth. In 1983 its market share was 43% in 1987.44% and in 1990. It had reached 70%. This has been due to growing popularity of Limca and Thums- Up. In 1990 about 13 years after the exit of Coca-Cola from India another giant American MNC, PCL (Pepsi Food Limited) came in the market. Thus, in the decade of 90's Pepsi and parle were the only two main competition in the soft drink market, there competition between them. was a cut through

In 1993, the Coca- Cola re-entered the Indian soft drink market and acquired five major brands of parle L.E. Thums-Up, Limca, Citra Maaza and Gold Spot. Thus Coca-Cola and Pepsi are the only giant MNC in the soft drinks market which are indulge in Cola war to gain a clear edge over the other.

ORGANISATIONAL STRUCTURE

Coca- Cola India Inc.

General Manager

Financ e

HRD

Marketi ng

Producti on

Asst HR

Executi ve Adm Sales Manag er Marketi ng Manage r ASM ASM Worke r Shipping and ware housing Chemic al Room Produ ction Super vision

Sales Execut ive

Marketi ng Executiv e

Gurgaon

Area General Manager

Financ e

HR

Sal e

Producti on

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

ASM

ASM

ASM

ASM

ASM

Sale s Exec utiv e

Sale s Exec utiv e

Sales Executi ve

Sale s utiv e

Sale s utiv e

Exec Exec

PRODUCTION PROCESS

RAW MATERIAL INPUT A soft drink bottling plant require following raw materials Sugar High purity crystal sugar is required to produce the sugar syrup for soft drink Essence Different flavours require different essence. Essence used in the production process is of high quality Water The raw water is taken out from grounded pumps. Water quality is being strictly adhered through regular sampling and analysis

Co2 Gas

Co2 Gas of the required purity is being carried on from different suppliers Crown Cork It is used for closing the bottle mouth to make it completely are tight

ABOUT THE PRODUCTION PROCESS

WATER TREATMENT PLANT

Water in the COCA COLA INDIA INC.. New Delhi is coming from its own pumping set. It is stored in reservoir. Before ensuring production the raw water is being treated in the water treatment plant. The process involved is known as coagulation process. The main chemicals used are Ferrous sulphate. Calcium hydroxide and Chlorine. Initially water is treated with all the chemical in a treatment tank and become turbid. All impurities get settled at the base and remove the turbidity then it is sent to the carbon tank where all the micro organism and chlorine's are removed. The water so obtained is completely free form any kind of impurities and maintained until as much as 50 ppm.

BOTTLE WASHING PLANT

Used bottle returning from the market is stealthy. It is completely an auto process which takes place within a machine the machine has three compartment. Bottle for washing are placed on cover come inside the machine and get successive treatment. Bottle are treated with 4% Caustic Soda in the first compartment having temperature of 100-1500F. In the next phase they are conveyed to the second compartment where bottles are again treated with 2% of Caustic Soda at temperature of 1200F. In the third compartment bottles are treated with soft salter Time duration in each compartment is 10 minutes.

Bottles are then sent through the inspection centre where these are watched against strong light.

SYRUP ROOM

Here syrup is prepared from filtered water sugar and the essence. The room is well equipped with several tanks and filters. The fire stone is heating tank, in which syrup is actually prepared Calculated amount of syrup along with essence and water are being heated upto 850 C thus a saturated solution is being prepared. Syrup is sent through a machine called filter press. Syrup is filtered here. Filtered syrup is next passed through a para flow cooler when by recycling and glycol method, the temperature of the syrup is called down to 20-250C. Cooled syrup is then stored in syrup tanks. Now syrup comes to the Traumatic Machine. Here syrup is mixed with carbonated water under pressure in definite proportion. Inspected bottles gradually come under the Filtration machine. Carbonated syrup by this time fills the filler machine. From this machine syrup is poured into the bottles in calculated amount. The exact rate of filling is 400 BPM meanwhile crowner machine helps in closing the bottle mouth with the help of caps completely air tight. While filling up the bottles of Thums Up & Limca room temperature should be around 2.50C to 30C whereas for Coca- Cola & Fanta the temperature should be around 20C.

Ready bottles are again sent through an inspection centre for through examination on Conveyer Next they are carried on a round table where they are collected and shipped for the market.

SEGMENATION OF SOFT DIRNK MARKET

Soft Drink is a

product which is non alcoholic in nature, artificially,

flavoured & it contains no fruit, juice or pulp. It is very popular through out the world and sincerely purchased by consumer for quenching

thirst in summer and also to have cooling refreshment

Basis:- Type of Product Non Alcoholic Soft Drinks

Soft Drinks

Fruit

Drinks

sunfill Rasana Squace etc Carbonated Soft Drinks Non Carbonated Soft Maaza, Drink Slice,

Frooti, Jumpin

Cola Products Thums Coke Coke up Pepsi

Non Products Orange (Fanta,

Cola

Pepsi Aha Diet

Mirinda Lime) Clear 7Up, Dew) (Sprite, Canada

Dry, Mountain

Chapter-III

(1) Introduction to the study (2) Objectives of the study (3) Scope of the study
(4)

Limitation of the study

(1)

INTRODUCTION OF THE STUDY

It is said that sixties was the decade of ENGINEERS, seventies was of DOCTORS, eighties was of CHARTERED ACCOUNTANTS and the decade that just passed away, i.e. nineties was of M.B.A. And still the

scope of M.B.A, is very good. The main reason for this change is the process of globalisation and Liberalisation which is still on in our country. Today's economy is not simple as before. The new economy is based on digital revolution and management of information. The customers nowadays are more empowered propensity to consumer among and aware than before. The highest in most

the consumers is

parts of the world including our country. The process of "Globalisation" is the process of integration of world's economies. This process has positively affected our economy up to a great extent. Internationally India, the world's largest democracy, is already regarded as an emerging economic power with potential to rank among the first five major nations of 21st century. India is one of the fastest growing economies of the world along with china. In this age of servers competition, promotion is the only marketing tools which can be manipulated easily. The reasons is that the present

era

is

of

information

management.

And

the

company

which

communicates well succeeds. The purpose of my study is to test effectiveness of the promotional activities of coca-cola India inc in the present globalised economy of India. To test the effectiveness of promotional activities of coca- cola I conducted exhaustive study and analysis of market conditions of soft drink during my training in Gurgaon. And I found that promotional activities conducted by the company are satisfactory but they need certain improvement.

(2)OBJECTIVES OF THE STUDY Every research and study has some purpose to goal for which it is conducted. My study of "MARKETING STRATEGIES & PROMOTIONAL ACTIVITIES of Coca- Cola" has the following objectives. 1. To test the effectiveness of promotional Activities of Coca-Cola in the present circumstance prevailing in the market.
2.

To see how much the promotional activities are successful in popularizing the company's products and pulling the consumers towards the company.

3.

To compare the effectiveness of coca- cola's "Promotional activities" with its rival's i.e. Pepsi's promotional activities.

4. To see that whether the final consumer of coca- cola and intermediaries are getting proper benefits from sales promotional activities or not. 5. To judge the popularity of ads and the popularity of brand ambassadors and ambassadors of Coca- Cola. 6. To appraise the personal selling efforts directed by Coca-Cola. 7. To see that whether public relations activities are done properly and are good enough according to the need of time.

8.

To suggest measures to further improve the promotional activities of Coca-Cola and make it more competitive.

(3) Scope of the study

In this age of servers competition, promotion is the only marketing tools which can be manipulated easily. The reasons is that the present era is of information management. And the company which

communicates well succeeds. Today is the era of cut throat competition, especially in soft drink market there is server competition. And the importance of promotion as a management tools and increased nowadays. Sales Promotion of a firm contribute up to a great extent in its success in today's era. So we can say that promotional activities play important role in increasing the sales. The Scope of my study is to give suggestions to coca- Cola India inc for further improvement in promotional activities after testing the effectiveness of the promotional activities of it. To get comparison about the effectiveness of coca-cola's "Promotional activities" with its rival's i.e. Pepsi's promotional activities Which will be helpful in suggest measures to further improve the promotional activities of Coca-Cola and make it more competitive. The main concern of my study is to have knowledge and an idea about the Marketing strategies of COCA COLA INDIA INC and suggest

measure for improving promotional activities. The training gave me a chance to have practical experience and also the realize theoretical knowledge which I am getting in 'M.B.A'. (4) LIMITATION OF THE STUDY The whole work is based on areas falling under Udyog vihar & DLF. The surveyed areas are just small divisions of the large market due to lack of time, financial & transport problem. So my research cannot be generalised on state or national levels. I have contacted only 100 retailers, 10 Distributor and 200 consumers for assessing the effectiveness of the promotional activities of Coca- Cola. The people who have been contacted from a very small part of whole soft drink market.

Chapter IV RESEARCH METHODOLOGY

RESEARCH PROBLEM To assess the effectiveness MARKETING STRATEGIES of 'coca-cola' and judge them in comparison to the MARKETING STRATEGIES of its rival 'Pepsi' are the objectives of my study. In other words, these are the problems for which research in conducted.

RESEARCH DESIGN Systematic Random sampling method has been used to do survey for the purpose of research. I have contacted the people in general to asses the advertising popularity. Retailer and distributors have also been contacted to have an idea of effectiveness of activities of Coca-Cola. Systematic Random sampling method have been applied in selecting the retailers and consumers. promotional

METHOD OF COLLECTION Primary data have been collected for the purpose of research Information are collected through schedules. To avoid bias of behaviour of the consumers and retailers identify was kept hidden. ANALYSIS OF DATA Collected data have been analysed by tabulating them and applying frequency distribution method and percentage method. NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS

CONTACTED

By applying systematic random sampling 200 consumers have been contacted and asked regarding the advertisements of Coca- Cola. 100 retailers and ten distributors of Udyog vihar & DLF territory have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and put several questions to judge whether they are satisfied with the schemes of sales promotion or not.

Chapter-V COLLECTION OF THE DATA

This study was executed to evaluate the comparative position off Coke with particular reference to Pepsi in gurgaon . Data was collected with the help of questionnaires designed separately for the retailers, Distributors & Consumers. The data was collected, has been illustrated below through charts and graphical representations.

NUMBER

OF

CONSUMERS,

RETAILERS

AND

DISTRIBUTORS

CONTACTED By applying systematic random sampling 200 consumers have been contacted and asked regarding the advertisements of Coca- Cola.

100 retailers and ten distributors of Udyog vihar & DLF territory have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and to judge whether they are satisfied with the schemes of sales promotion or not.

Survey of Distributors

Ques 1. What do You think about the Sales promotional Schemes offered to you by the company.

(a) Excellent (c) So- So

(b) Good (d) Not Satisfied

Reply Excellent Good So- So Not Satisfied

No. of Distributor 2 5 2 1

Ques 2. Do you think that more Sales promotional Schemes are needed for distributors of retailers.

(a) Yes

(b) No

Reply Yes No

No. of Distributor 7 3

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

(a) Excellent

(b) Good

(c) So- So

(d) Not Satisfied

Reply Excellent Good So- So Not Satisfied

No. of Distributor 3 5 1 1

Ques 4. Do you think that more POPs. Advertising materials and refiregerators needed in Gurgaon territory from Coca- Cola

(a) Yes

(b) No

Reply Yes No

No. of Distributor 7 3

Survey of The Retailers

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

Product Coke Pepsi Both

No. of Retailers 49 6 45

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

Product Less than 1 year 1-2 2-5 More than 5 years

No. of Retailers 27 21 22 30

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

Reason Customer Commission Advertisement Sales Promotion

No. of Carats 55 36 1 8

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

Daily Sales (in carat) 0-1 1-5 5-10

No. of Retailers 43 54 3

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

Product

No. of Carats

Thums- Up Pepsi Coca- Cola Sprit Others Ques 6.

75 13 4 3 5 Which age group customers came to you? This question was

asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers.

Age group (in years) 15-25 25-35 35-45 25-45 15-45 Below 15 to above 45

No. of Customers 65 23 4 3 6 7

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

(a) Yes

(b) No

Reply Yes No Not sure

No. of Retailers 65 7 28

Survey of The Consumers

Ques 1. Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in Gurgaon.

Product Coke Pepsi Both

No. of Consumers 82 18 100

Ques 2. What do you like about the products of Coca-Cola ? This question was asked basically to know. Why do you like the products of Coca-Cola ?

Reason Advertisements Brand name Test & Quility Schemes (like free gifts)

No. of Consumers 90 30 50 30

Ques 3. From what type of advertisement you inspired for purchasing

the products ?

Type of Advertisement T.V. Advertisement News paper & Magzine Posters & Banners

No. of Consumers 130 18 52

Chapter-VI

DATA ANALYSIS AND INTERPRETATION

Data was collected with the help of questionnaires designed separately for the retailers, has been Distributors & Consumers. The data was collected, below through charts and graphical

illustrated

representations.

NUMBER

OF

CONSUMERS,

RETAILERS

AND

DISTRIBUTORS

CONTACTED

By applying systematic random sampling 200 consumers have been contacted and asked regarding the advertisements of Coca- Cola. 100 retailers and ten distributors of Udyog vihar & DLF territory have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and to judge whether they are satisfied with the schemes of sales promotion or not. Distributors & Consumers and has been illustrated below through charts and graphical representations

Survey of Distributors

10 distributors of Udyog vihar & DLF territory have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and put several questions to judge whether they are satisfied with the schemes of sales promotion or not. The data was collected, has been illustrated below through charts and graphical representations..

1.

What do You think about the Sales promotional Schemes offered to you by the company. (a) Excellent (c) So- So (b) Good (d) Not Satisfied

Reply Excellent Good So- So Not Satisfied

No. of Distributor 2 5 2 1

Distributors views about sales promotion schemes

6 5 4 3 2 1 0
Ex ce l le nt at is fi e d oo d So -S G o

no. of Distributors

No. of Distributor

Distributors reply

Above Design clearly shows that 5 of the Distributors think that the Sales promotional Schemes offered to him by the company is Good, 2 Excellent, other 2 So- So and 1 not satisfied.

2. Do you think that more Sales promotional Schemes are needed for distributors of retailers. (a) Yes (b) No

Reply Yes No

ot S

No. of Distributor 7 3

8 7 no. of Distributors 6 5 4 3 2 1 0 Yes No Distributors reply No. of Distributor

From the above diagram, it reveals that 7 Distributors think that more Sales promotional Schemes are needed for distributors of retailers and 3 Distributors think that more Sales promotional Schemes are not needed for distributors of retailers.

3. What do you think about personal - selling assistance gives to you by company. (a) Excellent (b) Good

(c) So- So Reply

(d) Not Satisfied No. of Distributor

Excellent Good So- So Not Satisfied

3 5 1 1

6 No. of Distributors 5 4 3 2 1 0 Excellent Good So- So Not Satisfied No. of Distributor

Distributors reply

From the diagram illustrated above, it is clear that 5 Distributors think that personal - selling assistance gives to him by the company is Good, 3 Excellent, 1 So- So and 1 not satisfied 4. Do you think that more POPs. Advertising materials and

refiregerators needed in Gurgaon territory from Coca- Cola (a) Yes (b) No

Reply Yes No

No. of Distributor 7 3

8 7 no. of Distributors 6 5 4 3 2 1 0 Yes No Distributors reply No. of Distributor

From the above diagram, it reveals that 7 Distributors think that more POPs. Advertising materials and refiregerators needed in Gurgaon territory from Coca- Cola and 3 Distributors think that more POPs. Advertising materials and refiregerators not needed in GURGAON territory from Coca- Cola.

Survey of The Retailers

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

Product Coke Pepsi Both

No. of Retailers 49 6 45

60 50 40 30 20 10 0 Coke Pepsi Both

From the survey of the outlets, it is found that 48% of the respondents stocks Coke 6% stock product and 45% stock both i.e. Cole's and Pepsi's product.

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

Product Less than 1 year 1-2 2-5 More than 5 years

No. of Retailers 27 21 22 30

35 30 25 20 15 10 5 0 Less than 1 year 2-Jan 5-Feb More than 5 years

Above Design clearly shows that 30% of the respondents selling this product from more than 5 years 22% of the respondents selling product from 2-5 years, 21% selling this product from 1-2 year and 27% of the respondent selling this product from less than 1 year.

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

Reason Customer Commission Advertisement Sales Promotion

Sales Promotion 8%

No. of Carats 55 36 1 8

Advertisemen t 1%

Commission 36%

Customer 55%

From the above diagram, it reveals that 55% of the Respondents stock this product due to the customers. 36% of the respondents due to commission, 8% of the respondents stock this product due to sales promotion and 1% of the respondents stock it due to advertisement.

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

Daily Sales (in carat) 0-1 1-5 5-10

No. of Retailers 43 54 3

5--10 3% 0-1 43% 1--5 54%

From the diagram illustrated above, it is clear that 54% of the respondents have daily have 5-10 carat daily sale. between 1-5 chart, 43 of the respondents have between 0-1 carat daily sale, while only 3% of the respondents

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

Product Thums- Up Pepsi Coca- Cola Sprit Others

No. of Carats 75 13 4 3 5

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

From the diagram it may be clearly seen that according to 75% of the respondent Thums- Up is the market leader, Pepsi is the follower by 12% share, Coca- Cola has 4% share, 3% of the respondents sale mostly Thums- Up & Pepsi both , 3% of the respondents sales mostly Coca- Cola & Thump-Up and the rest 5% Mirinda. sales Thums- UP and

Ques 6.

Which age group customers came to you? This question was

asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers.

Age group (in years) 15-25 25-35 35-45 25-45 15-45 Below 15 to above 45

No. of Customers 61 27 2 1 4 5

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

According to 6% of the respondent 15-25 years age group are found of soft drinks, 27% of the respondents 215-35 years age group mostly visit their shops 9% of the respondents are new. Below 15 to above 45, are loyal customers, according to 14% 15-45 years age group and 2% 35-45 years age group mostly come to him. According to 1% 25-45 years age group are the most users of soft drinks.

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

Reply Yes No Not sure

No. of Retailers 65 7 28

Not sure 28%

No 7%

Yes 65%

When

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

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

Survey of The Consumers

Ques 1. Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in Gurgaon.

Product Coke Pepsi Both

No. of Consumers 80 30 90

Both, 90, 45%

Coke , 80, 40%

Pepsi, 30, 15%

Coke

Pepsi

Both

From the diagram it may be clearly seen that 80 Consumers like to drink Coke, 90 Consumers like to drink Pepsi & 30 Consumers like to drink both Coke and Pepsi Ques 2. What do you like about the products of Coca-Cola ? This question was asked basically to know. Why do you like the products of Coca-Cola ?

Reason Advertisements Brand name Test & Quility Schemes (like free gifts)

No. of Consumers 90 30 50 30

No. of Consumers

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

Advertisements

Brand name

Test & Quility

Schemes (like free gifts)

From the diagram illustrated above, it is clear that 90 consumers prefer Advertisement, 30 consumers prefer Brand name, 50 consumers prefer Test & Quality and 30 consumers prefer Schemes (like free gifts)

Ques 3. From what type of advertisement you inspired for purchasing the products ?

Type of Advertisement T.V. Advertisement News paper & Magzine Posters & Banners

No. of Consumers 120 30 50

Posters & Banners, 50, 25% News paper & Magzine, 30, 15% T.V. Advertiseme nt, 120, 60%

T.V. Advertisement Posters & Banners

News paper & Magzine

From the diagram illustrated above, it is clear that 120 consumers prefer T.V. Advertisement, 30 consumers prefer News paper & Magzine, and 50 consumers prefer Posters & Banners.

Chapter-VII Findings of the Study

By applying systematic random sampling 200 consumers have been contacted and asked regarding the advertisements of Coca- Cola.

100 retailers and ten distributors of Udyog vihar & DLF territory have been contacted for assessing the effectiveness of sales promotional activities of coca-cola and to judge whether they are satisfied with the schemes of sales promotion or not.

The purpose of my study is to test effectiveness of the Marketing strategies & promotional activities of Coca- Cola India inc. For test the effectiveness of promotional activities of coca- cola I conducted exhaustive study and analysis of market conditions of soft drink during my training in GURGAON. And I found that Marketing strategies & promotional activities conducted by the company are satisfactory but they need certain improvement .Findings of the study reveals positive effect of sales promotions activities. According to the analysis of collected data sales promotions activities become motivation factor for distributors & retailers.

They show interest in increasing the sales of product for achieving the target & they do this for taking profit of sales promotionals schemes

Personal - selling assistance gives to them by the company & more POPs. Advertising materials and refiregerators also good result on sales. from Coca- Cola has

COCA-COLA INDIA INC has captured a good market share through sales promotionals activities in GURGAON. But for maintaining this market share and for expansion they need certain improvement.

Chapter-VIII

CONCLUSION AND SUGGESTIONS

Conclusion:-

For test the effectiveness of promotional activities of coca- cola I conducted exhaustive study and analysis of market conditions of soft drink during my training in Gurgaon. And I found that promotional

activities conducted by the company are satisfactory but they need certain improvement Suggestions:-

So as far as Suggestion is concerned I whould My suggestion are as follows.

like to give some

suggestion which will be helpful in boosting promotional activities.

I.

It will

be

better if the company advertise

Promotional

Schemes to make the retailers aware about those scheme as well as duration off the scheme so that they can be benefited by those schemes. II. During off season, target oriented promotion schemes should be started to motivated the retailers which will also be helpful in countering its rival. III. Free gifts must be distributed among retailer who sells higher quantity of Coca- Cola product.
IV.

When new promotional scheme started, information about the promotional scheme. Must be published in newspaper and

advertisement of the promotional scheme be transmitted on television so that large number of consumer know about the promotional scheme.

BIBLIOGRAPHY

(1)

Writers

Books

(a) Philip Kotler (b) Rama Swamy & Nama Kumar

Marketing Management Marketing Management

(Planning & Implementation) (c ) R.S. Davar Fundamental of Marketing

Management (II) News Papers (a) The Economic Times (b) Financial Express (III) Magazines (a) Business Standards (b)Business World (c) Business India

Annexure

Questionnaire For the Distributor

1. Are You satisfied with the Sales promotional Schemes offered to you by the company (a) Excellent (c) So- So (b) Good (d) Not Satisfied

2. Do you think that more Sakes promotional Schemes are needed for distributors of retailers.

(a) Yes

(b) No

3. Are you satisfied with personal - selling assistance gives to you by company. (a) Excellent (b) Good

(c) So- So
4.

(d) Not Satisfied think that more POPs. Advertising materials and

Do

you

refiregerators needed in Gurgaon territory from Coca- Cola (a) Yes (b) No

For The Retailers

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

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

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

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

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

Ques 6.

Which age group customers came to you? This question was

asked to evaluate age factor i.e. what is the percentage of customer age group who mostly come to the retailers

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

For The Consumers

Ques 1. Which Company's product do you like to drink? This question was framed to find out, Which Company's products being drinked by consumers in Gurgaon.

Ques 2. What do you like about the products of Coca-Cola ? This question was asked basically to know. Why do you like the products of Coca-Cola ?

Ques 3. From what type of advertisement you inspired for purchasing the products ?