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coca cola promotion project

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									       SRI SHARADA INSTITUTE OF INDIAN MANAGEMENT-
                              RESEARCH
                          (Approved by AICTE)
        Plot No.7,Phase-II Institutional Area, Behind The Grand
                     Hotel,Vasant Kunj,New Delhi
        Tel: 32569295, 26124088, 26124088; Fax: 26124092;
      E-mail: administration@srisim.org; Website: www.srisim.org



                       PROJECT ON

TO STUDY PROMOTIONAL STRATEGIES OF COCA COLA
                   PRODUCTS




                        SUBMITTED BY

                      AMRITESH PATHAK
                      ROLL NO. 20080246
                         SECTION – B
                       PGDM (2008-2010)



                                                                   1
ACKNOWLEDGEMENT




Every endeavor undertaken to accomplish challenging goals,
can only be successful under the experienced and encouraging
guidance. Therefore it has been my privilege to get the benefit
from many quarters.
My heartfelt thanks to Swami ( Dr. ) Parthasarthy (Chairman),
for giving me a golden opportunity for doing the dissertation
work as per the specialization area. I express my sincere
gratitude to our Director sir, Prof. Dr T.S. Sindhwani for his
valuable suggestions and ideas. I also thank Prof. Vidya Iyer and
Prof. Bikram Dutta for being supportive at all time during my
dissertation work. I would also like to extend my thanks to Prof.
Rajiv Tiwari ( Faculty Marketing) who always helped in the true
sense to solve my queries and always guided me at each step
during the dissertation period for the successful completion of
my project.
My appreciation run deep to all those who have helped me
directly and indirectly in successful completion of the
dissertation.




                                                                2
            TABLE OF CONTENTS

1. OBJECTIVE
2. EXECUTIVE SUMMARY
3. COMPANY PROFILE
4. BRANDS
5. COPETATIVE AREA
6. PROMOTION MIX
7. SALE AND PROMOTION STRATEGY OF THE COMPANY
8. CSR
9. SWOT ANALYSIS
10.RESEARCH METHODOLOGY
11.KEY SUCCESSOF THE COMPANY
12.RECOMMENDATIONS
13.CONCLUSIONS
14.BIBLIOGRAPHY




                                                3
            OBJECTIVE

1. To study the promotional mix of coca cola products.


2. To study the promotional strategies adopted by coca cola
   products.


3. To analyze the impact of the strategies on the awareness and
sales of coca cola.




                                                                  4
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 Company is the world‟s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by
John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted
caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the
product by carrying it in a jug down the street to Jacob‟s Pharmacy and customers bought the
drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup,
whether by accident or otherwise, producing a drink that was proclaimed “delicious and
refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola
originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was
impressive, but it was only when a strong bottling system developed that Coca-Cola became
the world-famous brand it is today. 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 Regulation Act (FERA) which governed the operations of
foreign companies in India. In the new liberalized and deregulated environment in 1993,
Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the
Indian bottling arm of the Coca-Cola Company. The main objective of this study lies in
understanding the organization and studying and understanding the consumers‟ perception
and opinion about the latest product, Minute Maid Pulpy Orange, introduced into India, by the
Coca-Cola Company. A consumer sampling involving 5.5 lakh people was conducted in a
span of 30 days across major cities in order to give the product the required marketing push
and to recognize the prospective consumers and their opinion in order to develop and market
the product in a better way in the near future. The methodology used in studying and
understanding the perceived views of consumers towards the product was „SAMPLING‟. The
findings of the activity have been drawn out in form of graphs and suggestions have been
offered there from.




                                                                                              5
       BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT


In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.




                          BEVERAGES




            Alcoholic                       Non-Alcoholic




                     Carbonated                                   Non-Carbonated




         Cola                          Non-Cola                       Non-Cola


FIGURE 1: BEVERAGE INDUSTRY IN INDIA




The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:


                                                                                             6
       Alcoholic, non-alcoholic and sports beverages


       Natural and Synthetic beverages


       In-home consumption and out of home on premises consumption.


       Age wise segmentation i.e. beverages for kids, for adults and for senior citizens


If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to make
the industry more affordable.


Four strong strategic elements to increase consumption of the products of the beverage
industry in India are:


       The quality and the consistency of beverages needs to be enhanced so that consumers
        are satisfied and they enjoy consuming beverages.
       Consumer education is a must to bring out benefits of beverage consumption whether
        in terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige
        relevant to the category.
       Communication should be relevant and trendy so that consumers are able to find an
        appeal to go out, purchase and consume.


The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of the food and beverage
industry in the economy.




                           THE COCA-COLA COMPANY



                                                                                             7
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in
his backyard. He first “distributed” the product by carrying it in a jug down the street to
Jacob‟s Pharmacy and customers bought the drink for five cents at the soda fountain.
Carbonated water was teamed with the new syrup, whether by accident or otherwise,
producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to
echo today wherever Coca-Cola is enjoyed.


Dr. Pemberton‟s partner and book-keeper, Frank M. Robinson, suggested the name and
penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. He
suggested that “the two Cs would look well in advertising.” The first newspaper ad for Coca-
Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try “the new and
popular soda fountain drink.” Hand-painted oil cloth signs reading “Coca-Cola” appeared on
store awnings, with the suggestions “Drink” added to inform passersby that the new beverage
was for soda fountain refreshment.




By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a
distinctive color associated with the soft drink ever since. For his efforts, Dr. Pemberton
grossed $50 and spent $73.96 on advertising. Dr. Pemberton never realized the potential of



                                                                                          8
the beverage he created. He gradually sold portions of his business to various partners and,
just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an
entrepreneur from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights
and acquire complete ownership and control of the Coca-Cola business. Within four years, his
merchandising flair had helped expand consumption of Coca-Cola to every state and territory
after which he liquidated his pharmaceutical business and focused his full attention on the soft
drink. With his brother, John S. Candler, John Pemberton‟s former partner Frank Robinson
and two other associates, Mr. Candler formed a Georgia corporation named the Coca-Cola
Company. The trademark “Coca-Cola,” used in the marketplace since 1886, was registered in
the United States Patent Office on January 31, 1893.


The business continued to grow, and in 1894, the first syrup manufacturing plant outside
Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los
Angeles, California, the following year. In 1895, three years after The Coca-Cola Company‟s
incorporation, Mr. Candler announced in his annual report to share owners that “Coca-Cola is
now drunk in every state and territory in the United States.”


As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new
building erected in 1898 was the first headquarters building devoted exclusively to the
production of syrup and the management of the business. In the year 1919, the Coca-Cola
Company was sold to a group of investors for $25 million. Robert W. Woodruff became the
President of the Company in the year 1923 and his more than sixty years of leadership took
the business to unsurpassed heights of commercial success, making Coca-Cola one of the
most recognized and valued brands around the world.




                 A Brief History about the Company in India


                                                                                              9
The Coca-Cola Company came to India on October 23, 1993, after an absence of 16
years. When the Company (hereon referred to as CCI – Coca Cola, India) re-entered
the Indian market, there was competition from Pepsi, which had a head start as it had
established itself since 1989, and Thumps Up (the flag ship CSD – Carbonated Soft
Drink of Parle Foods).

As an entry strategy, CCI took over Parle Foods. With a fine and detailed distribution
network in place, Coke was now ready to take on archrival – Pepsi. Over a period of
time, CCI also bought certain bottling units that earlier belonged to Parle or individual
distributors. In 1993, Thumps

Up, Gold Spotand Limca enjoyed around 75% share of the CSD market. With the
entry of Coke, CCI decided not to promote the cola brand they took over i.e., they
decided to withdraw Thumps Up from the market. This however, did not pay off since
the cola market was (and still is) highly polarized and people were unwilling to
compromise on the taste of their preferred cola. As a result, Coke‟s market share
(Coke + Thumps Up) fell to nearly 55%. After 3 years of incurring losses, CCI finally
took a decision to re-launch Thumps Up. This strategy paid off and today almost 59%
of the market is governed by CCI.

In order to reach India‟s 300 million soft drink consumers, the company distributes its
range of products in over 700,000 retail outlets, serviced via trucks, converted three-
wheelers, tricycles and pushcarts.
 Atul Singh is the President & CEO of Coca-Cola 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.

Coke‟s acquisition of local popular Indian brands including Thums Up (the most

trusted brand in India21), 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 global branding and global trends in tastes while also tapping into

traditional domestic markets.


                                                                                      10
Leading Indian brands joined the Company's international family of brands, including

Coca- Cola, 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 country‟s top international investors.22 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.23

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 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.




                                                                                    11
PRODUCTS
The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to innovate
and come up with, either complete new products or new ways to bottle or pack the existing
drinks. The Coca-Cola Company has a wide range of products out of which the following
products are marketed by HCCBPL:


      In the Cola Section:




      In the Lemon section:




      In the Orange section:




      In the Juice section:


                                                                                         12
     In the Soda Water and Bottled Mineral Water section:




4.1: PACKAGING DETAILS


     Coca-Cola, Thums Up, Fanta Limca and Sprite: 330 ml can, 200 ml and 300 ml
      returnable glass bottles; 500+100 ml free, 1.5 litre and 2 litre PET bottles


     Diet Coke: 330 ml can and 500 ml PET bottle


     Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and 1litre+200
      ml free PET bottles and the newly introduced 200 ml Tetra Pack


     Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles


     Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free and 1.5 litre
      PET bottles.




BRANDS TAGLINE


                                                                                     13
Thumsup         - Taste the thunder

Cocacola    - Open happiness

Sprite      - Seedhi baat no bakwaas ,clear hai

Limca       - Fresh ho jao

Fanta       - Go bite

Maaza       -     Bina guthli wala aam

BRAND AMBASSDORS

Thumsup          -Akshay Kumar

Cocacola         -Aamir Khan

Sprite           -Shahrukh Khan

Fanta            -Genelia D‟souza

Limca            -Riya Sen




ABOUT BRANDS
THUMSUP

Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by the Coca-Cola Company in
1993. Thums Up is known for its strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the men from the
boys. Mostly like by the youngsters specially boys.
    The competitor of the brand on same category is Pepsi.




                                                                               14
COCACOLA

Coca cola is the world's favorite drink. It is the world's most valuable brand and the
most recognizable word across the world. Coca-Cola has a truly remarkable heritage.
From a humble beginning in 1886, it is now the flagship brand of the largest
manufacturer, marketer and distributor of non-alcoholic beverages in the world.
    The competitor on the cola category is Pepsi.




SPRITE

This brand is the one of the fastest growing brand in the country. Sprite is liked by all

age groups & people. Jan 09 report of “The times of India” claims sprite to be the

second brand in sales after Thumsup

       Competitor : 7up & Mountain dew



LIMCA

Limca is cloudy lemon in flavor. This is very unique in this category .It has white

in color.

       Competitor : Nimbooz , Lime merinda




FANTA


                                                                                       15
Fanta has two flavors apple & orange. This is very popular drink among females.
The 'orange' drink of the Coca-Cola Company, is seen as one of the favorite drinks
since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta
has occupied a strong market place and is identified as "The Fun Catalyst".
Competitor: Mirinda, Parle‟s Appy fizz




MAAZA

This is mango flavor. Maaza was launched in 1976. It is a drink which offered the
same real taste of fruit juices and was available throughout the year. In 1993, Maaza
was acquired by Coca-Cola India and it currently dominates the fruit drink market.


      Competitor: Slice, frooti




MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family drink.

      Competitor : Tropicana




KINLEY This comes in two variety-mineral water & soda. Mineral water is used by

all but soda is commonly used for alcoholic purpose by adult people.




Competitor : Aquafina, Bisleri




ADVERTISING


                                                                                       16
Advertising is a non promotion of goods & services by sponsor who can identified
and who has paid for his communication. Their purpose of advertisement is to sell
something goods or services,idea ,person or place.

BRAND AMBASSDORS & TV COMMERCIALS




      Bollywood star Aamir Khan for Coke.




      Genelia D‟souza (Right) for cocacola‟s Fanta




                                                                                    17
.
Tennis star Sania Mirza for Sprite




    Bollywood star Akshay kumar for Thums up




       Sprite “seedhi baat” TV add



                                               18
MAJOR COMPETITOR




PEPSI
The biggest and perhaps the only serious for the coca-cola worldwide has an already
been Pepsi. In India, as per as the Cola segment is concerned the with the biggest
competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-
up, which was the leading brand of Parley product, was acquired by Coca-Cola just
over a year ago to bolster its market share in India. Today, Thums-up along with coke,
the leading brand of the Coca-Cola Company, other still competition to Pepsi, which
despite this stiff competition is still by far the single most popular Cola drink in India

        With both the companies being backed fully by the parent concerns based in
the united state, the fight to become the dominant player in the huge Indian Soft drink
market continues unabated. Aggressive ad campaign's, sale-promotion, schemes for
retailers are just some of the strategies being adopted by the two companies to outwit
each other and grab and large share of the market.

Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are
Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992
and now is the market leader with a market share of 26.5 percent in the cola segment.
Pepsi is in between the two of it's closet competitors as far as marketing strategies are
concerned. Pepsi is an international drink with Indian imagery in it's communication
Traditional focus of Pepsi has been on the early teenager with a gender skew more to
the female.

Pepsi is by far the more aggressive player in the market. With in your face advertising
continuous event marketing targeting the new generation and eye catching
merchandising. It's got its selling strategy well mapped out.
The company has always been innovating it's ad campaigns which has helped the
company to get top of the mind recall. From "The choice of the new generation" to
the "Freedom" campaign the company has been able to Indianise the brand. With the
help of promotional schemes Pepsi has managed to keep the brand alive and has not
let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore
only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the
run up to and during the cricket world cup.




                                                                                       19
Product lines of Coke& Pepsi are as follows:-


    FLAVOUR          COKE BRAND         PEPSI BRAND


       Cola            Coca-Cola            Pepsi

                       Thums-up           Pepsi diet

                        Coke diet


      Orange             Fanta             Mirinda



   Cloudy Lemon          Limca           Mirinda lime



     Clear lime          Sprite              7up



      Mango              Maaza              Slice




                                                        20
COKE AND PEPSI POSITIONING
Coke had introduced in the market before the Pepsi. So taking the first move
advantage, Coke is able to place itself as the all American choice. Firstly the Pepsi in
India try to position its product for the society as whole and for the purpose of
refreshment, which can be clearly visible from their advertisement slogans like

     Any whether is Pepsi whether”

     The light refreshment “

     Be sociable, have a Pepsi “

This positioning strategy they followed up to 1960 and after analyzing that it is very
difficult to capture whole population as whole. So Pepsi after 1960 started targeted
marketing. Pepsi targeted the youth section and position there product as a necessity
for youth and Pepsi advertisement slogan try to position Pepsi as the brand for youth
which are clearly visible from there advertisement as follow




      Now its Pepsi for those who thing young”
      come alive, you‟re in Pepsi generation “
      you‟re got a lot to live and Pepsi‟
      yeh hai youngistaan meri jaan

PepsiCo was parted ways with Shah rukh khan, Sachin Tendulkar, Rahul Dravid,
Sourav ganguly, Mahender singh Dhoni, Ranbir kapoor, Deepika padukone, Ishant
sharma,Rohit sharma, Shreeshant and Virende rsehwag to strengthen its
”youngistaan” brigade.

PepsiCo signed Asin (of Ghajini fame) to take war to orange flavor category.




                                                                                     21
    PROMOTION MIX

Adverting is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Its high visibility and pervasiveness
made it as an important social and encomia topic in Indian society.
Promotion may be defined as “the co-ordination of all seller initiated efforts
to set up channels of information and persuasion to facilitate the scale of a good or
service.” Promotion is most often intended to be a supporting component in a
marketing mix. Promotion decision must be integrated and co-ordinated with the
rest of the marketing mix, particularly product/brand decisions, so that it may
effectively support an entire marketing mix strategy. The promotion mix consists
of basic elements. They are:-

      1. Personal Selling
      2. Sales Promotion
      3. Public Relations (PR)
      4. Publicity
      5. Advertising


      The Promotions Mix
       1. Personal Selling
       Personal Selling is an effective way to manage personal customer
       relationships. The sales person acts on behalf of the organization. They tend to
       be well trained in the approaches and techniques of personal selling. However
       sales people are very expensive and should only be used where there is a
       genuine return on investment. For example salesmen are often used to sell cars
       or home improvements where the margin is high.




       2. Sales Promotion
       For example the BOGOF promotion, or Buy One Get One Free. Others
       include coupons, money-off promotions, competitions, free accessories (such
       as free blades with a new razor), free installation, and so on. Each sales
       promotion should be carefully compared with the next best alternative.


                                                                                        22
3. Public Relations (PR)
Public Relations are defined as 'the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and its
publics'. It is relatively cheap, but certainly not cheap. Successful strategies
tend to be long-term and plan for all eventualities.


5. Trade Fairs and Exhibitions
Such approaches are very good for making new contacts and renewing old
ones. Companies will seldom sell much at such events. The purpose is to
increase awareness and to encourage trial. They offer the opportunity for
companies to meet with both the trade and the consumer.


6. Advertising
Advertising is a 'paid for' communication. It is used to develop attitudes,
create awareness, and transmit information in order to gain a response from
the target market. There are many advertising 'media' such as newspapers
(local, national, free, trade), magazines and journals, television (local,
national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus
sides).


7. Sponsorship
Sponsorship is where an organization pays to be associated with a particular
event, cause or image. Companies will sponsor sports events such as the
Olympics or Formula One. The attributes of the event are then associated with
the sponsoring organization.




                                                                                   23
ADVERTISING

Advertising has played an important role in the success of products since first
newspaper add in 1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating!
Invigorating!” The company uses adver4tising to trigger desire as often and in as
many ways as possible.

Through the consumers survey it has been proved that the T.V. commercials and
sinages affect the consumer buying behaviour by approximately 70%. May be only
Cococola. is investing huge finances in the T.V. commercials and other sinages, big
names of Indian film industries and sports hero‟s are being proposed to become the
brand promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik Roshan,
Riya Sen and more are being offered huge amount for carrying out the promotions.
     Posters
       DPS boards
       Glow Sign boards
       Date calendars
       Cinema hall tickets
       Radio commercial

Through out the years, slogans or coca-cola have been memorable .Here are some
highlights:

(1)Thnada matlab coca cola                  (2) Jo chaho ho jaye coca cola enjoy,
(3) Coca cola piyo sir utha ke.


   2000-Coca-Cola Enjoy
   1993-Always Coca-Cola

   1990- Can‟t Beat the Real Thing

   1989-Can‟t Beat the Feeling

   1986-Red,White and You

   1982-Coke Is It

   1976-Coke Adds Life

   1971-I‟d Like to Buy the World a Coke

   1969-It‟s the Real Thing

   1963-Things Go Better With Coke


                                                                                    24
Advertising has played an important role in the success of coke




                                                                  25
SALES PROMOTION
PUSH & PULL STRATEGY

      PUSH STRATEGY:-

Coca cola is using Push strategy in which they use its sales force and trade promotion
money to induce intermediaries to carry, promote and sell the product to end users i.e.
consumers.
For example-as coca cola is giving free pet bottles and other trade schemes to
distributors, agency owners and retailers.




      PULL STRATEGY:-

Coca-cola is also using Pull strategy in which they are using advertising and
promotion to persuade consumers to ask intermediaries for the company brand
product by this way coca cola inducing customer to order it from shopkeeper.
For example-Coca cola is using flanges, display racks, tier racks, standees, mobile
hangers and visicooler brand strips.




                                                                                      26
PROMOTION STRATEGIES OF COCA COLA
Promotional strategy during IPL matches




    Coca cola Lucky Coupon Dinner with kings XI Punjab




Sprite “kholega toh bolega” IPL Season 2




Combining this key insight with the passion of T20 cricket, company had launched a
special edition „Sprite Kolkata Knight Riders‟ bottle with insignia of key players.
Complimenting the innovation, Sprite was also rolling out a special „Kholega Toh
Milega‟ digital initiative in association with KKR and Nokia.In the offer consumers
just need to drink Sprite and look out for a unique 9 digit code under the crown and
SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh
Khan and members of the KKR team. In addition, consumers also get a chance to win
a Nokia mobile phone every hour. To create awareness about „Kholega Toh Milega‟
digital initiative, the company had launched a mass media campaign featuring
Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across
India.




                                                                                  27
PROMOTION DURING OFF SEASON

Limca Launches ‘Laptop Ki Barish’ Consumer Initiative




Coca-Cola India has announced the launch of its innovative „Limca „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 500 ml, 600 ml 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.




                                                                                   28
SALES PROMOTION ACTIVITIES
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 beverage 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 net work 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 of delhi, 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 Delhi hottest
summer season, Coca-Cola‟s “GO-RED” teams went out into the cities main
quadrants to “serve & refresh” on the spot with ice-cold Coca-Colas at discounted
prices backed by a heavy FM announcement campaign the “GO-RED” stall, served
well to promote the Coca-Cola industry.




  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




                                                                                     29
Coca-Cola & Mc Donald‟s
Coca-Cola & key account of MC Donald‟s launched the “we go together” joint
promotion to reinstate amongst consumers a real sense of the affinity that, both shares
globally. The promotion kicked off with pos material (Danglers, Bunting etc)
displayed at all MC Donald‟s restaurants along with a special offer for coke & fries.

Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers.


Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance of the stores.


Sale Promotion

Company also do sponsorships with different college and school‟s cafes and sponsors
their sports events and other extra curriculum activities for getting market share.

Scheme

Coke 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 2lt. free with one 2lt bottle pack.
       1 bottle of 1lt. free with one 1lt bottle pack.
       2 bottles of 500ml free with one 500ml bottle pack.
       6 bottles of Kinley free with one pack of Kinley.


These schemes keep on changing depending upon the stock.




                                                                                              30
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. Fridges
     2. Coca-Cola/Mazza stands
     3. Display bottles
     4. 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




                                                                                         31
AVAILABILTY

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, Shelf display, flanges. Combo boards, Table tops .This boards

usually gives to the E&D outlets .It helps to attract the customers. Rack with header is

provided to the grocery stores.

   1. WARM DISPLAY RACK
   2. SHELF DISPLAY




SHELF DISPLAY                  DISPLAY OF RACK                 VISI COOLER




                                                                                         32
VISI COOLER DISPLAY




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, Maaza,
MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water).




                                                                                 33
ADVERTISEMENTS AND DISPLAYS


             * JO DIKHTA HAI VO BIKTA HAI *

     Glowing sigh 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 added quality regarding the

      product could also be mentioned keeping the end users in mind as:




                                                                                  34
Coca Cola Corporate Social responsibility strategy (CSR).
Social responsibility is the part of company organization. Social responsibility of
business may be at four level;-
                    1. Economic responsibility
                    2. Legal responsibility
                    3 .moral responsibility
                    4 .voluntary responsibility

Economic responsibility;-
 The coca-cola company provides help to poor and needy also give good facility, loan
and also arrange medical check up camp etc .This is economic responsibility.

 Legal responsibility;-

 This is towards the concerned sections like trade unions, workers etc. The company
has to abide by laws in this regard” the coca-cola company spend good salary, bonus
remuneration, scholarship, other-facilities etc.
Company spends remuneration, salary, other facility according to law.

The social responsibility;-
In social responsibility includes moral responsibility also like creating zero pollution.
Thus the coca-cola company planted a many tree for zero pollution.

Voluntary responsibility;-
   The company may volunteer for certain responsibility like tree planting, started a
school in village also they give computers in the school and gram panchayat of the
goble village also provide scholarship to the student of nearer village.
  In time of natural calamities like earth quake cyclone, t-tsunami, heavy rain etc. at the
time company help the people by giving food, mineral water, blanket, food packet etc.
The coca-cola company provides their ambulance services if there is any accident on
national highway no-8.The coca-cola company provides many types of facilities to
their workers. They also provide many welfare facilities to their workers like best
canteen facility, pure drinking water, health services, women and child welfare etc
.
Live positively, the 2009 Coca Cola Sustainability Review details the drinks
company‟s efforts in addressing the social, environmental and economic impacts of
beverage manufacturing. Worldwide, the Coca Cola Company encompasses
approximately 500 brands and over 3000 beverages, including four of the worlds‟ top-
selling non-alcoholic drinks.




                                                                                        35
                                    SWOT ANALYSIS

STRENGTHS:


     Coke Company has a good market reputation and a strong distribution
      network.
     Coke is having a multi brand strategy ad is looking for a great volume
      opportunity in India.
     Coke is presently no. 1 player in Indian Carbonated soft drinks market.
     Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains
      that pioneering least.
     Pepsi and coke both have good brand image.


WEAKNESS:



     Coke has less no. of retailers
     Less force - it has less no. Have owned bottling plant.
     It has not planned for setting up of any new plants where their competitor has
      planned to set up several new plants.



OPPORTUNITY:

     A rapidly growing market, which is expanding @ 205 every year.
     It can take the market very well with the new investment of Rs. 2400 corers.
     It can give a big jerk to its major competitor Pepsi it can increase its number of
      fountain to a sizeable amount.
     Increasing trend of cold drink of different brands.

THREATS:

     It has a continuous threat from Pepsi as well as various other local soft drinks.
     Coke has a major market than Pepsi between the teenager as well as the
      student due to advertisement of world cup cricket.
     A large amount of expenses on the advertisement.
     There is no proper policy of distributing the merchandising assets of the
      company to the retailers.
     The company should search the new target market to expand the market share
      in this competitive era.
     To meet the demand of the customers the company should set up the new
      plants as its competitors are planning to set up.


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           RESEARCH METHODOLOGY


 SOURCES OF DATA

    Secondary Data


Sources form where secondary data had been collected are,

      Websites of the Company
      Magazines
      Newspapers
      Other Websites

General idea from the managers of the Malls and Owner‟s of the Grocery
shops regarding the sales of brands under study.




                                                                    37
                      Key Success Factors. . .


The Coca-Cola Company is one of the largest, most successful and most widely
recognized corporations in existence. Coca-Cola is a dominating force in the
beverage industry and sets a very high standard of competition. Research shows that
its trademark is recognized by over 94% of the world‟s population. There are many
factors contributing to Coca-Cola‟s success, however, it is believed that their key
success factors are Marketing, Innovation, and Globalization.

Marketing
Coca-Cola is seen as one of the founding fathers of the modern day marketing model.
They were among the pioneers of advertising techniques and styles used to capture an
audience. Through its intense marketing campaigns, Coke has developed an image
that is reflected in what we think of when we buy Coke and what we associate with
drinking Coke. This image has been subconsciously installed in our brain by the
advertising campaigns that show Coca-Cola associated with “good times.”

Innovation
Coca-Cola has been able to survive and grow in an ever-changing market because of
its ability to systematically innovate and deliver new products. Coca-Cola began to
employ a strategy referred to as “play to win innovation.” The company began
operating in a decentralized environment that was unfeasible in previous years. Now
Coca-Cola offers nearly 400 different products in and is still dominating the beverage
industry. This is made possible by the company‟s ability to innovate and adapt to
changing markets,

Globalization
Today‟s big business takes place on a global scale, and Coca-Cola is no exception.
Technology is continually changing business, and these constant changes have been
making it more feasible and profitable for businesses to expand their operations
globally in order to serve all different types of diverse markets around the world. This
global view is reflected in Coke‟s recent “I‟d like to teach the world to sing”
commercial. Coca-Cola is taking advantage of the large revenue opportunities made
possible by participating in a global market and now offers products in 200 countries
around the world.



SUGGESTIONS:
      Advertisements should target the entire family, mainly because it has been
       observed that irrespective of age and gender, more than 75% of the people



                                                                                     38
     have liked the product and look forward to buy it again. Advertisements
     should highlight the main features of the product .
    The company should focus much on the distribution because the distribution
     channel makes the sale of the product stronger.
    The company is spending lot of money on advertising and promotion but the
     promotion should be done in a unique way.
    The company should take the strict actions towards those retailers which are
     putting the local brands in the refrigerators provided by the company to them.

    Company should even provide umbrella, chairs etc. to the places like college
     canteen, tea stalls etc. which will motivate them keep more of Coca-cola.

    For the launch of the product and for the success of the product what should
     be done first is to target the Retailer for the simple reason he is the person who
     will give display, promotion & add to the selling of the product.




CONCLUSION:



                                                                                    39
Coca-Cola no doubt come the heart beat of people Coca-Cola is one of the leaders in
sponsoring the most important, thrilling events. E.g. Cricket matches, concerts and
many other social occasions. Event at the present they are organizing a so many event
l for which they busily organizing stuff. Coca-Cola has always had a close consumer
and supplier relationship with its customers. Its entertaining and colorful
advertisements have always and will always rock the media. Indian stars, sportsmen
and actors have played a very vital role in making Coca-Cola such a popular
beverage.

So…

  “ Jo chaho ho jaye coca-cola

                               Enjoy ”




                                 BIBLIOGRAPHY



                                                                                   40
Sites Visited


      www.google.com
      www.cocacola.com
      www.Wikipedia.com
      www.cocacolaindia.com
      www.googlealerts.com.


      Books Referred


    Principles and application: By D.D. Sharma
       Marketing research
    Kothari C. R.
       Philip Kotler
    Marketing Management




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