Promotional Strategies Of Coca Cola 373y5f

Promotional Strategies of coke products

ABSTRACT This study identifies and examines the extant literature in international relationship marketing. Twenty-four empirical studies that address various aspects of relationship marketing are identified. However, only eight studies were found to explore marketing relationships across national boundaries. The remainder combine multi-country data or examine relationship marketing in non-US settings. In this review, we report the nature and the findings of these studies and discuss their implications for future research and marketing practice. It is apparent from this review that, despite the increasing importance of international marketing, insufficient attention is being paid to exploring and theorizing relationship marketing in international contexts. Furthermore, limited effort in validating domestic findings in international settings circumscribes the universal applicability and managerial relevance of relationship marketing studies.

Everyone's tried it; it's the most popular fizzy drink in the world and its stocked everywhere, all over the world - in your local newsagent, at the supermarket, at the cinema, on the plane - everywhere. We've all heard how Coca-Cola can dissolve a tooth if its left in a glass of coke for several days but Coke's sales still remain sky high and it remains an icon and symbol of modern America.

Coca-Cola has a unique taste and to be completely honest I would describe it as unnatural. Most other soft drinks are made from a fruit, even though they contain hardly any of it. For example all the Tango drinks are made up of fruits, Sprite is made from lemons and limes. But

Coke

is

not

well

made

from

any

fruit,

its

just

Coke.

Guzzling down Coke when thirsty will not quench your thirst, although it will feel like it is quenching your thirst. The truth is that Coca-Cola actually makes you thirstier, like most fizzy drinks. As you'll probably know the best thing to drink when really thirsty is water. And if not water a still orange squash should do the trick. A hot cuppa tea also apparently.

1


CONTENTS

CHAPTER-I

Pg.No.

INTRODUCTION MODERN TRADE IMPACT OF MODERN TRADE ON FMCG LIMITATIONS OF THE STUDY SCOPE OF THE STUDY RESEARCH METHODOLOGY

8 14 16 19 20 21

CHAPTER-II REVIEW OF LITERATURE

23

CHAPTER-III COMPANY PROFILE

46

CHAPTER-IV DATA ANALYSIS AND INTERPRETATION

66

CHAPTER-V SUGGESTIONS AND RECOMMENDATIONS FINDINGS SUGGESTIONS CONCLUSIONS

95 96 97 98

CHAPTER-VI BIBILOGRAPHY

101

2


CHAPTER -1 INTRODUCTION

3


CHAPTER-I INTRODUCTION Marketing is fast moving and exciting activity in every body activates. The sellers, distributors, advertising agencies, consultants, transporters, financers, store agencies and every one as a counter are part of the marketing system. Any exchange process be it consumer, goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very often regarded that the development of markets and marketing is synonymous with the economic development of . Through marketing is an age-old activity: it has developed recently as an action discipline. In the ever-growing corporate world, marketing is being regarded as a crucial element for the success of an Enterprise. There are many definitions of marketing, defined by several marketing experts, Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Kotler. Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably – The Chartered Institute of Marketing (CIM). The right product, in the right place, at the right time, at the right price Adcock.

Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends -

4

Promotional Strategies of coke products Palmer. Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption. Bartles. Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for customers and build strong customer Relationships in order to capture value from customers in return. Marketing is used to identify the customer to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. The evolution of marketing was caused due to mature markets and over capacities in the last 23 centuries. Companies then shifted the focus from production to the customer in order to stay profitable. The marketing discipline is undergoing fresh reappraisal in the light of the vast global, technological, economic and social challenges facing today’s companies and countries. Marketing at its best is about value creation and raising the world’s living standards. Today’s winning companies are those who succeed most in satisfying, indeed delighting their target customers.

5


MARKETING CONCEPT The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, ionate about delighting their customers. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors

•

Marketing focuses on the satisfaction of customer needs, wants and requirements.

•

The philosophy of marketing needs to be owned by everyone from within the organization.

•

Future needs have to be identified and anticipated.

•

There is normally a focus upon profitability, especially in the corporate sector. However, as public sector organizations and not-for-profit organizations adopt the concept of marketing, this need not always be the case.

•

More recent definitions recognize the influence of marketing upon society.

EVOLUTION OF MARKETING An orientation, in the marketing context, relates to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and end-s. Throughout history marketing has changed considerably as consumer tastes are changing faster Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science,

6

Promotional Strategies of coke products allowing numerous universities to offer Master-of-Science (MSc) programme’s. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at reinventing itself and its vocabulary according to the times and the culture.

EARLIER APPROACHES The marketing orientation evolved from earlier orientations namely the production orientation, the product orientation and the selling orientation.

Orientation

Western

Profit

European Description

driver

timeframe A firm focusing on a production orientation specializes in producing as much as possible of a given product or service. Thus, this signifies a firm exploiting economies of scale, until the minimum efficient scale

Production

Production Until methods

the is reached. A production orientation may be deployed

1950s

when a high demand for a product or service exists, coupled with a good certainty that consumer tastes do not rapidly alter (similar to the sales orientation). A firm employing a product orientation is chiefly concerned with the quality of its own product. A firm

Product

Quality Of

Selling

product Selling methods

the

Until 1960s

the

would also assume that as long as its product was of a high standard, people would buy and consume the

product. 1950s and A firm using a sales orientation focuses primarily on 1960s

the selling/promotion of a particular product, and not determining

new

consumer

desires

as

such.

Consequently, this entails simply selling an already 7

Promotional Strategies of coke products existing product, and using promotion techniques to attain the highest sales possible. Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes diminishing demand. The marketing orientation is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans Needs and 1970 Marketing wants

of present

customers day

to

around the marketing concept, and thus supplying products to suit new consumer tastes. As an example, a firm would employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists.

CONTEMPORARY APPROACHES

8

Promotional Strategies of coke products Recent approaches in marketing are the relationship marketing with focus on the customer, the business marketing or industrial marketing with focus on an organization or institution and the social marketing with focus on benefits to the society. New forms of marketing also uses the internet and are therefore called internet marketing or more generally emarketing, online marketing, search engine marketing, desktop advertising or marketing. It tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or oneto-one marketing.

Western Orientation

Profit driver European Description timeframe

Relationship

Building and

marketing/

keeping good

Relationship

customer

management

relations

Business marketing/ Industrial marketing

1960s

to

present

between suppliers and customers. The aim is to give the best possible attention, customer

day

services and therefore build customer loyalty. In this context marketing takes place between

Building and keeping

Emphasis is placed on the whole relationship

businesses or organizations. The product focus 1980s

to lies on industrial goods or capital goods than

relationships present

consumer products or end products. A different

between

form of marketing activities like promotion,

day

organizations

Social

Benefit

marketing

society

to

advertising and communication to the customer

1990s present day

to

is used. Similar characteristics as marketing orientation but with the added proviso that there will be a curtailment on any harmful activities to society, in either product, production, or selling methods.

MODERN TRADE

9

Promotional Strategies of coke products Modern Trade is the process of doing business by utilizing and implementing latest trends in the business with the help of technology to reach the target customer. Now a day’s each and every one in the market is implementing these practices and having successful business. Modern format retail is witnessing phenomenal growth, driven by the impact of increasing urbanization, the new well-traveled, knowledgeable Indian consumer and a youth-driven culture. In its official estimate for the current fiscal ending in March, the government said that the economy, Asia's fourth largest, was expected to grow at 9.2 per cent. All these factors are rapidly changing the needs and aspirations of consumers. Schedules are also getting tighter, with the time for professional commitments and regular chores

getting limited. Hence, the "convenience" factor has a major influence on purchase decisions. Modern trade, the characteristic of which is having everything under one roof and with a great array of products displayed in an uncluttered fashion where the touch and feel factor prevails, is providing an environment to access products driven by convenience and fashion.

EVOLUTION OF MODERN TRADE When we discuss modern trade, the large-scale; modern-format and organized are used rather synonymously in India. However, the three need not necessarily mean the same thing. Large-scale refers to the scale of operation of retail business - which in turn implicitly refers to a chain of stores. Modern-format basically refers to self-service. However, many of the self-service stores which call themselves ‘Supermarkets’, are in the range of 500 sq.ft. or less in size and are

10

Promotional Strategies of coke products nothing more than independent mom-and-pop stores. And organized retail typically means large-scale chain stores which are corporatized, apply modern-management techniques and are very likely to be self-service in nature. Most of the estimates of organized retail market size refer to only large-scale retail. For us modern-retail in this paper means self-service in both large-scale as well as small-scale. Contrary to the popular view where-in all credit for growth of modern retail goes to the consumer and their increasing purchasing power, it is found that consumers manufacturers and retailers – all three – have been impacting the evolution process.

MODERN TRADE IN INDIA India once again topped the world in the ACNielsen Consumer Confidence Index for the third time in a row since the index was established in early 2005, with the highest score of 181 in the last leg of the survey, conducted in November 2009. Strong economic growth has brought with it new sets of Indian consumers. The booming young adult population with unprecedented levels of disposable income is more conscious of the latest trends and fashion. Enhanced media penetration and greater connectivity also are making consumers more knowledgeable and discerning. Modern trade is an old saga in India with about 7.8 million retail stores, but most of those are traditional ones, which only recently started making way for hypermarkets, supermarkets and specialty stores. Modern trade in India is witnessing tremendous growth, especially in Tier I cities It s for 4 per cent of urban FMCG sales but for the top 15 metros it is about 10.7 per cent of the total FMCG sales. For South Indian metros it touches about 19 per cent, because modern trade started there a little earlier. There are more than 3,840 modern trade stores in India now.

IMPACT OF MODERN TRADE ON FMCG 11

Promotional Strategies of coke products Looking at the kind of consumer patronage a modern trade format store has in of an urban population growing rich, there are a few segments in the FMCG range of products that have experienced good growth from the modern trade format. In the food segment, processed food products (23 per cent), impulse food products (32 per cent) and packaged grocery (38 per cent) are the segments that have witnessed immense growth from urban Indian modern stores. Similarly, in the home and personal care segments it is household cleaning products (38.1 per cent), fabric care (23 per cent) and categories related to grooming, viz. hair care (28.3 per cent), fragrances (26 per cent) and skin/body care (23 per cent) that have recorded considerable growth from urban modern format stores. An increasing number of working women and nuclear families are some reasons behind the growth in the food categories. Packaged grocery is a very convenient product for people who are busy and hence we see it doing so well. Again the young adult population of India is ambitious and hard working, and has the money to spend on lifestyle. They are brandconscious and aware of what their counterparts in the West are wearing and buying. No wonder products related to grooming like like skin care, hair care, and fragrances, or, for that matter, products like household cleaners are witnessing growth. These consumers represent the target for manufacturers and retailers, who want to capture a share of the booming consumer markets in India. Manufacturers, on their part, are investing aggressively to capture the minds of today's and tomorrow's generations. With more modern format stores setting up shop in the country we are also witnessing an expansion in these segments in of availability of innovative packaging sizes, product innovation and overall ranges. Modern trade and food as a category: Food s for about 48 per cent of FMCG sales in the country and for modern trade the number is even higher, at 51.3 per cent. Like other Asia-Pacific markets, in India too, among the processed food segments, the breakfast cereals category is exhibiting a stupendous 40 per cent growth rate. Other growing

12

Promotional Strategies of coke products categories are biscuits (26 per cent), vermicelli & noodles (28 per cent), beverages (24 per cent) and ketchup and sauce (29 per cent). Indians have an old fascination for home-cooked food, especially when it comes to lunch and dinner. With the changed lifestyle, the trend is changing and people have started showing interest in ready-to-cook foods. However, even today a majority of these consumers are willing to restrict the experiment to packaged foods and accompaniments meant for breakfast and snack time. Chocolates (28 per cent) and namkeens (37 per cent) are two major categories of impulse food products showing good growth, along with packaged rice (92 per cent) in the packaged grocery segment. Modern trade and home and personal care products (H&PC): As far as H&PC is concerned, from modern trade it has witnessed a growth rate of about 23 per cent, which is at par with the overall growth. Modern trade brings with it a great shopping experience, with good product displays, making selection far easier. Under household cleaners it is floor cleaners (88 per cent) and toilet cleaners (37 per cent) that are growing well; in hair care, it is hair conditioners (43 per cent) and hair oil (35 per cent), and for the skin care segment, it is skin creams (35 per cent) that are driving the H&PC sales in modern stores. With the overall economy doing well and basic necessities mostly taken care of, people are now more keen to look and feel good and are ready to devote time and money on that. Unlike in the past, when there was one product used for all household cleaning, people now are willing to experiment with specific products meant for cleaning glasses, utensils, floors, etc. THE emergence of modern trade (or organized retail) is currently the biggest challenge facing FMCG manufacturers, who could see increasing pressure on sales margins as a result.

13

Promotional Strategies of coke products Citing as an example the situation in the US where retailer Wal-Mart is much bigger than any of the FMCG companies, he said such a scale would give modern trade the power to negotiate. "Today, I give 13 per cent (margin). Modern trade won't settle for anything less than 20 per cent," he said, addressing students of the ICFAI Business School as part of a BL Club lecture. The nearly Rs 52,000-crore Indian FMCG market is still predominantly driven by the traditional retail format, which s for 97 per cent of the category sales. Modern trade has made some strides; it ed for 6 per cent of the FMCG sales in urban India in 2004, compared with 2 per cent in 2003.

14


LIMITATIONS OF THE STUDY The following are some of the major limitations of the study.  Even though every effort is made to complete all areas of the project: it still has its own limitations. Due to cost and time constraints the sample size was restricted to 32 store managers.  This study is pertaining to certain organization that is Hindustan Coco Cola Beverages Pvt Ltd. The results may not be applicable to other organization and it is strictly for the academic purpose only.  The tools used for analysis has its own limitations.  Managers have got their own limitations in regards to some questions like store sales information etc..  The store mangers were not co-operated properly because of time.

NEED FOR THE STUDY:

A study on the Promotional Strategies can help us to know the customer’s reaction and response towards the offers and all promotion activities about COKE products and the perception of the target customer. It can also useful to know the services that can provide by the company to the customers, in increase of sales of the company and create a brand image.

15


OBJECTIVES 1. To identify the taste and preferences of the target customer’s 2. To know the customer’s reaction about coke offers. 3. To know the competitors promotional strategies. 4. To know the customer satisfaction towards coke products 5

To know the modern trade characteristics

6

To know the coke share in the store.

7

To know the coke sales in 32 outlets.

8

To know the customer’s perception.

SCOPE OF THE STUDY This Study consists around 32 outlets in Hyderabad. This ultimate task was to identify customer’s perception regarding the switchgear products of the company. This study also consists of development suggestions and modifications given by the customer’s

16


RESEARCH METHDOLOGY

QUESTIONNAIRE DESIGN Questionnaire is the heart of the survey operation. This is a structured questionnaire, which has been framed for conducting the survey. The questionnaire was presented with exactly the same wordings and in the same order to all of the respondents.

DATA COLLECTION Data refers to information or facts. It includes numerical figures, non-numerical figures, descriptive facts and qualitative and quantitative information. The task of data collection begins after a research problem has been defined and research problem has been defined and research plan has been decided. Data could be broadly classified as follows:  Primary data  Secondary data PRIMARY DATA Primary data is known as the data collected for the first time through field surveys and thus happens to be original in character. Such data are collected with

17

Promotional Strategies of coke products specified set of objectives to assess the current status of any variables studied. The primary data used for this project was collected using questionnaires. The information was collected from the store managers of Food World Outlets. SECONDARY DATA Secondary data refers to the information or facts already collected and available for reference from sources such as library, website etc. Secondary data about the company profile and other details were collected from the company website and through personal discussion with the company human resource manager. The secondary data on the other hand, are those which have already been collected by someone else and which have already been ed through the statistical reports. The sources of gathering secondary data are detailed as follows: 1. The company’s annual records 2. The company’s trade journals 3. Company manuals and magazines 4. Websites SAMPLING PROCEDURE Purposive sampling is the sampling procedure used in the survey. This method of sampling involves selecting the sample elements using some convenient method with out going through the rigors of sampling method. There researcher may make use of any convenient base to select the requires number of samples. The procedure is known as non-probability sampling technique.

18

Promotional Strategies of coke products PERIOD OF STUDY The period of study was limited to two months &during that period the following steps were under taken:  Objectives were set and questionnaire was finalized.  Data were collected and recorded.  Data was analyzed and interpreted.  Reports were discussed with the management for further reference. SAMPLE SIZE Due to the time and resource constraints the sample size of the research has been restricted to 29respondents.

19

Promotional Strategies of coke products SAMPLE UNIT

Sample size

:

Sample element

15( 32 samples) :

Food World out let’s

Sample unit

:

customers of the outlet

Sample area

:

Hyderabad

20


CHAPTER-II REVIEW OF LITERATURE

21


THEORETICAL FRAME WORK Promotion is the process of taking the product to a next level in the hierarchy of product sales by using latest trends and practices of marketing.

What is Promotion? Promotion:Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve advertising, public relations, media types, etc. Promotion comes under MARKETING MIX , it is an element of marketing mix.

Marketing decisions generally fall into the following four controllable categories: •

Product

•

Price

•

Place

•

Promotion

These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response There are so many decisions that can be taken by the marketing manager to decide about the market conditions of the product and also about the sales of the product. 22

Promotional Strategies of coke products The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact-finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below:

PROMOTION DECISIONS In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include: •

Promotional strategy (push, pull, etc.)

•

Advertising

•

Personal selling & sales force

•

Sales promotions

•

Public relations & publicity

•

Marketing communications budget

•

Promotional strategies and practices:

PROMOTION: •

Telling the customer about the product

•

Promotion is typically sub-divided into o

Mass Selling 

Advertising - which you pay for



Publicity - which is free

o

23

Promotional Strategies of coke products o

o

Sales Promotion 

Stuff you do in the store to get the customer to try the product



Contests, coupons, free samples

Personal Selling 

Direct person2person with a potential customer



Sometimes for large industrial sales

Sometimes for high quality consumer products, like selling a car •

Where and when can you get across your marketing messages to your target market?

•

Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet?

•

When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?

•

How do your competitors do their promotions? And how does that influence your choice of promotional activity?

PROMOTION STRATEGIES A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy can consist of several aspects as follows. Advertising: Is any non-personal paid form of communication using any form of mass media. Public relations: Involves developing positive relationships with the organization media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention. Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.

24

Promotional Strategies of coke products Personal selling: Selling a product service one to one. Direct Mail: Is the sending of publicity material to a named person within an organization. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure (Source: Royal Mail 2000). Organizations can pay thousands of pounds for databases, which contain names and addresses of potential customers. Direct mail allows an organization to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalizing advertising, response rates increase thus increasing the chance of improving sales. Listed below are links to organization who's business involves direct mail. Message & Media Strategy An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience? How will you deliver that message? Will it be through the appropriate use of branding? Logos or slogan design?. The message should reinforce the benefit of the product and should also help the company in developing the positioning strategy of the product. Companies with effective message strategies include: Nike: Just do it. Toyota: The car in front is a Toyota. Media strategy refers to how the organization is going to deliver their message. What aspects of the promotional mix will the company use to deliver their message strategy. Where will they promote? Clearly the company must take into the readership and general behavior of their target audience before they select their media strategy. What

25

Promotional Strategies of coke products newspapers do their target market read? What TV programmes do they watch? Effective targeting of their media campaign could save the company on valuable financial resources. Push & Pull Strategies There are three types of sales promotion strategies: •

A push strategy

•

A pull strategy or

•

A combination of the two

A 'push' sales promotion strategy involves 'pushing' distributors and retailers to sell your products and services to the consumer by offering various kinds of promotions and personal selling efforts. What happens here is that a company promotes their product/services to a reseller who in turn promotes it to another reseller or to the consumer. The basic objective of this strategy is to persuade retailers, wholesalers and distributors to carry your brand, give it shelf space, promote it by advertising, and ultimately 'push' it forward to the consumer. Typical push sales promotion strategies include; buy-back guarantees,

free

trials,

contests,

discounts,

and

specialty

advertising

items.

A 'pull' sales promotion strategy focuses more on the consumer instead of the reseller or distributor. This strategy involves getting the consumer to 'pull' or purchase the product/services directly from the company itself. This strategy targets its marketing efforts directly on the consumers with the hope that it will stimulate interest and demand for the product. This pull strategy is often used when distributors are reluctant to carry or distribute a product. Typical pull sales promotion strategies include; samples, coupons, cash refunds or rebates, loyalty programs and rewards, contests, sweepstakes, games, and point-ofpurchase

displays.

A 'combination' sales promotion strategy is just that; it is a combination of a push and a pull strategy. It focuses both on the distributor as well as the consumers, targeting both parties directly. It offers consumer incentives side by side with dealer discounts.

26


Communication by the manufacturer is not only directed towards consumers to create demand. A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail. The product is pushed onto the retailer, hence the name. A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organizations tend to use both push and pull strategies to create demand from retailers and consumers.

Communication Model

AIDA is a communication model, which can be used by firms to aid them in selling their product or services. AIDA is an Acronym for Attention, Interest, Desire, Action.. When a

27

Promotional Strategies of coke products product is launched the first goal is to grab attention. Think, how can an organization use it skills to do this? Use well-known personalities to sell products? Once you grab attention how can you hold Interest, through promoting features, clearly stating the benefit the product has to offer? The third stage is desire, how can you make the product desirable to the consumer? By demonstrating it? The final stage is the purchase action, if the company has been successful with its strategy then the target customer should purchase the product. Promotion through the Product life cycle As products move through the four stages of the product lifecycle different promotional strategies should be employed at these stages to ensure the healthy success and life of the product . Stages and promotion strategies employed. Introduction When a product is new the organizations objective will be to inform the target audience of its entry. Television, radio, magazine, coupons etc may be used to push the product through the introduction stage of the lifecycle. Push and Pull Strategies will be used at this crucial stage.

Growth As the product becomes accepted by the target market the organization at this stage of the lifecycle the organization works on the strategy of further increasing brand awareness to encourage loyalty. Maturity

28

Promotional Strategies of coke products At this stage with increased competition the organization take persuasive tactics to encourage the consumers to purchase their product over their rivals. Any differential advantage will be clearly communicated to the target audience to inform of their benefit over their competitors. Decline As the product reaches the decline stage the organization will use the strategy of reminding people of the product to slow the inevitable

Internet Promotion The development of the World Wide Web has changed the business environment forever. Dot com fever has taken the industry and stock markets by storm. The e-commerce revolution promises to deliver a more efficient way of conducting business. Shoppers can now purchase from the comfort of their home 24 hours a day 7 days a week.

29

Promotional Strategies of coke products Owning a website is a now a crucial ingredient to the marketing mix strategy of an organization. Consumers can now obtain instant information on products or services to aid them in their crucial purchase decision. Sony Japan took pre-orders of their popular Playstaion 2 console over the net, which topped a 1 million after a few days, European football stars are now issuing press releases over the web with the sites ed under their own names. Hit rates are phenomenal. rs have now moved their money over to the internet as customers are on average spending more time online then watching TV. Popular ways to seem to be with banners and pop ups. Everyone sees hundreds of commercial messages every day. Here are a few tips on different avenues which may help your message cut through the promotional clutter . 1. Media Releases. There is a lot of media out there, and it's expanding all the time. It has be filled with something, why shouldn't it be a story about you? If you can spin your sales story into an interesting news story there's a good chance you will receive some coverage. But that's the thing. It has to be interesting. Look for an angle and present it the right way and there's every chance the local media will lap it up. 2. Event Invitations. If you're staging an event, make it one people will talk about and look forward to. Treat your clients like friends, not wallets. And here's a tip from a long established catering company we do work for: when the pary starts to lag, roll out the French Champagne. Yes it can cost you, but there's something in that stuff which makes people happy. Everyone will be happy to knock a couple of glasses back if they know it's the real deal! 3. Networking. If you attend networking functions, which are all the rage at the moment (we get invited to about six a week!), when it's your turn to stand up and introduce yourself, make sure you've got a gimmick on hand. It's a strange thing, that the larger the group of people you have on hand, the simpler the jokes which work. Later on, when you're working the room you'll

30

Promotional Strategies of coke products have something to chat about and even if nobody re what you were trying to promote, they will you. 4. Response to Inquiries. When you get a good lead through whatever channel, send back your response in an interesting and unforgettable way. Put your proposal in an empty pizza box and bribe a kid from Dominos to deliver it. Send one of those mobile coffee vans around and shout the team at the other company a coffee each. Have your quote written on the icing of a cake and hand delivered. Sounds stupid? Maybe, but when you talk to your prospective client next you have the beginnings of a relationship and may have turned a simple inquiry response into something resulting in everyone with the other group knowing who you are. 5. Sales Pitches. Intrigue your prospective clients. A local sales legend in Brisbane used to ring for an appointment and announce, "I'm coming 'round now and I'm bringing morning tea". He would arrive with two cream buns in a paper bag. He always claimed that if he could get the person he was visiting to eat their cream bun he would get them as a new client. Nobody ever forgot the sight of this bloke appearing at the door with two buns in a brown paper bag. 6. Sales Letters. There's nothing more boring than a sales letter which just babbles on about how great you are. What would anyone expect you to say? It's a constant battle to stop people demanding promotional sales letters that are heavy on product features and details. Here's a promotional idea we're about to try. Go to the back and buy a wad of some virtually worthless currency; Zimbabwe Pounds, Turkmanistan Roubles, New Zealand Dollars (only joking guys) whatever you can lay your hands on, but make sure the demoninations are big. Dream up a spin to your letter which is related to cash/money/income. Attach one of the banknotes to the letters you send it out. Who, other than the government, is going to throw away money? And if you buy the right dud currency it costs about the same per sheet as printing a letter. 7. Follow-up Letters. Once you've spoken with a client and had your first meeting, make sure you follow up by mail, if only to cover off the subjects you discussed. People don't want to deal with

31

Promotional Strategies of coke products slackers, sending a letter after your meeting looks professional and sets the stage for further . 8. Surveys. Companies wishing respondents to fill out a questionnaire are more likely to get results when they attach a bribe. Just by adding a pen to the package you can expect a 30 percent better response. 9. Talk to Fresh Promotions As one of Australia's most innovative sales promtion and marketing groups, we are always interested in hearing new ideas or dreaming up new ones which will work for your business. If you have a promotional idea for your business, or want one, give us a call. We specialize in getting your ideas happening on budget and on time. 10. Talk to us!! PromoSales consultants are happy to have a chat about what you need from you promotion. We are always interested in hearing from you and want to see your promotion succeed.

SALES PROMOTION STRATEGY Sales are the lifeblood of a business, without sales there would be no business in the first place; therefore it is very important that if a business wants to succeed, it should have a sales promotion strategy in mind. The primary objective of a sales promotion is to improve a company's sales by predicting and modifying your target customer's purchasing behavior and patterns. Sales promotion is very important as it not only helps to boost sales but it also helps a business to draw new customers while at the same time retaining older ones. There are a variety of sales promotional strategies that a business can use to increase their sales, however it is important that we first understand what a sales promotion strategy actually is and why it is so important. A sales promotion strategy is an activity that is designed to help boost the sales of a product or service. This can be done through an advertising campaign, public relation activities, a free sampling campaign, a free gift campaign, a trading stamps campaign, through 32

Promotional Strategies of coke products demonstrations and exhibitions, through prize giving competitions, through temporary price cuts, and through door-to-door sales, telemarketing, personal sales letters, and emails. The importance of a sales promotion strategy cannot be underestimated. This is because a sales

promotion

strategy

is

important

to

a

business

boosting

its

sales.

When developing a sales promotion strategy for your business, it is important that you keep the following points in mind. •

Consumer attitudes and buying patterns

•

Your brand strategy

•

Your competitive strategy

•

Your advertising strategy

•

And other external factors that can influence your products availability and pricing.

METHODS OF PROMOTION Some of the most common methods used in sales promotion strategies include: •

Coupons

•

Price discounting

•

Gift with purchase offers

•

Sweepstakes

•

Sampling

•

Mail in offers and rebates

•

Refund and offers

•

Group promotions

•

Frequent /loyalty incentives

•

Point-of-sale displays

•

Sponsorships for special events (like fun runs)

33

Promotional Strategies of coke products •

Participation in community projects and boards of directors

•

Trade Shows - Your product or service might be one that is suited to exhibiting at a trade show attended by your target audience. Trade shows are typically one- or twoday events that allow businesses to set up exhibits or booths showcasing their products or capabilities.

•

Fairs (like Health Fairs, Job Fairs)

•

Give-aways (like baseball caps and mugs with your logo)

•

Coupons and free samples

•

Conducting contests

•

Public Speaking and Conferences

•

Newsletters

•

Trade journals

•

Media Relations Campaigns

•

Representation by experts

•

Public service announcements

•

Press kits

PROMOTIONAL OBJECTIVES To promote your business successfully, you have to understand who you need to reach and what you are trying to achieve. Promotional strategies should focus first and foremost on your existing customers. Make sure they are aware of the full range of your products and services and create opportunities to generate repeat and higher value purchases. You should also be getting your existing customers to spread the word about your business - perhaps by trying out new products and services and offering rewards for introducing new customers. When focusing your promotional activities on potential customers, aim to create brand awareness and credibility. Ensure they understand your offer and how you differ from your competitors. Once you really get into detail, you might even find yourself promoting individual products differently to different groups of customers.

34

Promotional Strategies of coke products If you use intermediaries to reach your market, you will also have to encourage them to promote your offer to their customers. COCA-COLA INDIA CEO REVEALS AGGRESSIVE PROMOTION STRATEGIES Atul Singh, CEO and president of Coca-Cola India, reveals his strategies for aggressively promoting the brand across the country. Singh says the company is training shop owners to promote the brand in order to encourage more Indians to drink Coca-Cola Co. products.

35


CHAPTER-III COMPANY PROFILE

INTRODUCTION FOR COCA COLA COMPANY You may know The Coca-Cola Company.….. ... as the largest beverage company with the most extensive distribution system in the world. You may know us simply as Coca-Cola--the world's most valuable brand and a global icon. 36

Promotional Strategies of coke products The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its world headquarters is based in Atlanta, Georgia. The company and its subsidiaries employ nearly 31,000 people around the world. The Coca-Cola Company manufactures syrups, concentrates and beverage bases for CocaCola, the company’s flagship brand, and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world. Some of Coca-Cola’s latest domestic marketing strategies include Coke dominating fountain sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Domino’s Pizza. Coca-Cola is also testing a new plastic cup in the famous Coca-Cola. Let us introduce you to The Coca-Cola Company you may not know. The Coca-Cola system's customers are the grocers, retailers, street vendors and store owners who sell our products to our consumers. We have millions of these partners in the more than 200 countries where we operate. The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world. Mission Statement The Coca-Cola Company's mission statement is: 'Remind Coca-Cola is the read thing' but their motto now has changed to 'To benefit and refresh everyone who is touched by our business.' Also Coca-Cola would hope to provide the best quality drink for everyone, all the employees working for them being at their top and fullest.

37

Promotional Strategies of coke products Approximately 50 billion times a day, someone drinks a beverage. Our beverages are enjoyed more than 1.3 billion of those times. That means there are over 48 billion beverage choices to capture. We built on our formidable assets: our brands, financial strength, unrivaled distribution system and our people. And we have made progress toward sustainable growth. We sharpened our focus on what the world wants to drink and why, and we continued our efforts with local leaders to communities around the world. We have a lot of good news to share, and we're just getting started. The Coca-Cola Company manufactures, distributes, and markets nonalcoholic beverage concentrates and syrups worldwide. It principally offers sparkling and still beverages. The company’s sparkling beverages include nonalcoholic ready-to-drink beverages with carbonation, such as energy drinks, and carbonated waters and flavored waters. Its still beverages consist of nonalcoholic beverages without carbonation, including non-carbonated waters, flavored waters and enhanced waters, juices and juice drinks, teas, coffees, and sports drinks. The Coca-Cola Company also offers fountain syrups, syrups, and concentrates, such as flavoring ingredients and sweeteners. The company markets its nonalcoholic beverages under the Coca-Cola, Diet Coke, Fanta, and Sprite brand names. The Coca-Cola Company also owns mineral water brands Kildevaeld and Kurvand in Denmark and soft drink brand Hyvaa Paivaa in Finland. It sells its finished beverage products primarily to distributors, and beverage concentrates and syrups to bottling and canning operators, distributors, fountain wholesalers, and fountain retailers. The company was founded in 1886 and is headquartered in Atlanta, Georgia. The Coca-Cola Company's products include beverage concentrates and syrups, with the main product being finished beverages.

38

Promotional Strategies of coke products The business has over 300 brands of beverages around the world with the main ones being Coke, Fanta, Lift, Sprite, Frutopia 100% Fruit Juice, and PowerAde. The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 liters, 1.25 liters, 600mL and 300mL. These are also available in aluminium cans of 375mL. Coca-Cola is the most well known trademark, recognized by 94 per cent of the world's population. The business is very successful and holds a very good reputation. The Coca-Cola Company uses marketing strategies to differentiate its product from its competitors to gain a competitive advantage. These are listed in the table below.

The Coca-Cola Company. In 1886, we introduced Coca-Cola to Atlanta, Georgia. One product, a simple moment of refreshment. In 120 years, a lot has changed. We now have more than 400 brands in over 200 countries. The real story of The Coca-Cola Company lies in what we're doing today to build a sustainable-growth business for tomorrow. What does sustainable growth look like to us? In 2005, we mapped a long-term plan for our business, Our Manifesto for Growth. It includes working closely with our bottling partners in the following key areas: People: We want to be a great place to work, where people are inspired to be the best they can be. Portfolio: We bring to the world beverage brands that anticipate and satisfy people's desires and needs.

39

Promotional Strategies of coke products Profit: We strive to provide maximum return to our shareowners while being mindful of our overall responsibilities. Partners: We actively nurture a winning network of partners and build mutual loyalty. Planet: We act as a responsible global citizen who makes a difference. Sustainable growth means meeting our short-term commitments while investing to meet our long-term goals. We are beginning to see results. On the pages that follow, we'll discuss how our plan is changing the way we think and the way we operate, and you'll see evidence of the progress we're The Coca-Cola Company brands include: •

Barq's

•

Coca-Cola

•

Coke Zero

•

Dasani water

•

Diet Coke

•

Glacéau

•

Fanta

•

Fresca

•

Full Throttle

•

Fuze

•

Hi-C

•

Kinley

•

Lift

•

Lilt

•

Mello Yello

•

Minute Maid

•

Monster Energy distributed by Coca-Cola, made by Hansen Natural

•

Oasis 40


Odwalla

•

Powerade

•

Pibb

•

Relentless

•

Sprite

•

Tab

•

Thums Up

•

Urge

•

Vault

1886

-

Drink

Slogans from the 1900's •

1904 - Delicious and Refreshing

•

1905 - Wherever you go ... you will find

•

1905 -

•

1906 - The drink of quality. The Great National Temperance

•

1907 -

•

1908 - Get the genuine

•

1909 - Whenever you see an arrow, think of

•

1911 - Enjoy a glass of liquid laughter

Revives and Sustains

is full of vim, vigor and go

41


1917 - Three Million A Day


1920 - Drink

with soda, The hit that

saves the day •

1922 - Thirst knows no season

•

1923 - Refresh yourself, There's nothing like it when you're thirsty

•

1924 - Pause and refresh yourself

•

1925 - Six Million A Day

•

1926 - Stop at the red sign

•

1927 - Around the corner from anywhere, at the little red sign

•

1928 - A pure drink of natural flavors

•

1929 - The pause that refreshes


1930 - Meet me at the soda fountain

•

1932 - The drink that makes the pause refreshing

•

1933 - Don't wear a tired, thirsty face

•

1934 - When it's hard to get started, start with a

•

1935 - All trails lead to ice-cold

•

1936 - Get the feel of wholesome refreshment

42


1937 - Stop for a pause...go refreshed

•

1938 - Anytime is the right time to pause and refresh, Pure as sunlight

•

1939 - Thirst stops here. Makes travel more pleasant.


1940 - The package that gets a welcome at home

•

1941 - A stop that belongs on your daily timetable

•

1942 - The only thing like

•

1943 - A taste all its own

•

1944 - High sign of friendship

is

itself

•

•

1945 - Coke means

•

1947 - Relax with the pause that refreshes

•

1948 - Where there's

•

1949 -Along the highway to anywhere

there's Hospitality


1950 - Help yourself to refreshment

•

1951 - Good food and

•

1952 - Coke follows thirst everywhere

just naturally go together

43


1953 - Dependable as sunrise

•

1954 - For people on the go

•

1955 - Americas preferred taste

•

1956 - Feel the difference, Makes good things taste better

•

1957 - Sign of good taste

•

1958 - Refreshment the whole world prefers

•

1959 - Make it a real meal


1960 - Relax with a Coke, Revive with a Coke

•

1961 - Coke and food

•

1962 - Enjoy that refreshing new feeling

•

1963 - Things go better with Coke

•

1964 - You'll go better refreshed

•

1965 - Something more than a soft drink

•

1966 - Coke...after Coke...after Coke Coca-ColaJingles These Jingles are taken from '60s radio air checks.

Slogans From the 1970's •

1970 - It's the real thing

•

1971 - I'd like to buy the world a Coke

44


1972 - Coke . . . goes with the good times

•

1975 - Look up America, see what we've got

•

1976 - Coke adds life

Slogans From the 1980's •

1980 - Have a Coke and a smile

•

1982 - Coke is it

•

1985 - We've got a taste for you. America's real choice

•

1986 - Catch the Wave. Red, white and you!

•

1988 - Can't beat the feeling

•

1989 - Official Soft Drink of Summer

Slogans From the 1990's

45

Classic!


Ads of company

INDUSTRY PROFILE The company's international blitz began in 1926 when company President Robert Woodruff signed Coca-Cola as a sponsor of the 1928 Olympic Summer Games in Amsterdam. The U.S. Olympic Team and 1,000 cases of Coca-Cola arrived at the games 46

Promotional Strategies of coke products by freighter. Since then, the relationship between the Olympic Games and Coca-Cola has only grown! Many Coca-Cola divisions around the world sponsor individual athletes or teams as well. •

1928 was also the first year the Olympic flame was lit, and women were invited to compete.

•

1952 -- The Summer Games in Helsinki - Coca-Cola shipped 300,000 cases of bottles and donated it for sale by the Disabled Ex-servicemen's Association.

•

1952 -- The Winter Games in Oslo - The local Coca-Cola bottler chartered a helicopter for advertising. In 1952 most people had never seen anything like a helicopter and they were utterly fascinated. At the close of the games, the helicopter was given to the city to help direct traffic.

•

1960 -- The Summer Games in Rome - Italian bottlers welcomed athletes, officials and spectators to Rome with a 45 rpm record of "Arrivederci Roma."

•

1964 -- The Summer Games in Tokyo - This marked the first year Coca-Cola aided the athletes, spectators and media with guide maps, sightseeing information and a phrase book. The idea was so popular, it was adapted for use in Mexico City, Sapporo (Japan) and Munich.

•

1979 -- The Coca-Cola company worked with the Olympic Committee to create the U.S. Olympic Hall of fame.

•

1988 -- The Winter Games in Calgary - Coca-Cola orchestrated a world children's chorus. Also, Coca-Cola opened the venue for what would later be deemed the games number-one spectator sport -- The Coca-Cola Official Olympic Pin Trading Center.

•

1996 -- The Summer Games in Atlanta - The Games' centennial, as sole sponsor of the Olympic Torch Relay, Coca-Cola brought the flame to more than 350 cities and

47

Promotional Strategies of coke products towns

during

the

94-day

run.

You may know someone who got to run with the flame! I was fortunate enough to watch the flame's progress through Clark County, Indiana into Louisville, Kentucky. I even got my picture taken with one of the runners, as I held the torch!! AND I was there as the flame entered our nation's capital, Washington, D.C. through Fairfax County, Virginia!

Olympic Commemorative Cans 1928

1948

1964

1992 1996

Atlanta Amsterdam London

Tokyo

HISTORY OF COCA COLA

48

Barcelona

Promotional Strategies of coke products A pharmacist named Dr. John Stith Pemberton invented the refreshing taste of Coca-Cola in 1886. Concocted by a mixture of caramel-colored syrup in a threelegged brass kettle while in his backyard. He then decided to try to “market” the drink at Jacobs’ Pharmacy in his hometown of Atlanta, Georgia. For five-cents, customers were able to enjoy a glass from the soda fountain. An average of nine drinks were sold a day. In 1891 Dr. John Stith Pemberton sold Coca-Cola for 2,300 to an entrepreneur named Asa G. Candler. Within the next four years Coca-Cola was distributed throughout the whole nation. 1893 the Cola-cola trademark and script were patented. The “two C’s were though to look well for advertising”. In 1899 large-scale bottling becomes possible when Asa Candler grants Joseph B. Whitehead and Benjamin F. Thomas exclusive rights for one dollar. But in 1919 Coca-Cola was sold for $25million to a banker in Atlanta name Ernest Woodruff and a group of investors. That same year, Coca-Cola sold its first share of stock for forty dollars a share. Assuming all dividends were reinvested, those original shares would have been worth approximately $6.7 million at the end of the year. Coca-Cola (Coke), the world’s largest carbonated soft drink (CSD) manufacturer had built its brand over the years through consistent and effective advertising campaigns making history over the years. In the recent times the company had suffered serious setbacks with a number of controversial and negative allegations leveled against it. Coke was increasingly being associated with health hazards and was under threat in many of its key markets. Consumption of CSD, which was its core business, had decreased and sales fell in Western Europe, Philippines and India. Active anti-Coke movements had triggered severe criticism from many segments of society including students, environmentalists, Labor-rights activists, employees and shareholders. In 2004, Neville Isdell, Coke Chairman and CEO devised a plan to revive Coke. Called the ‘Manifesto for Growth’, the plan included several strategic initiatives including innovation, increasing marketing investment and introducing new products in the non Carbonated Soft Drink market. As part of the plan to revive the Coke brand, ‘The Coke side of life’, a new global marketing platform was launched in December 2005. The company believed that this global campaign would return the company to its former glory. Marketing experts were

49

Promotional Strategies of coke products however skeptical about this. They wondered if the new marketing campaign would help offset the myriad charges that beset Coke and help to revive the brand. The case enables students to appreciate the advertising campaigns that helped build the Coca-Cola Company into a strong brand. It also enables discussion on the new campaign launched by Coke and its effectiveness in overcoming its problems. One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish this through scholarships, hotlines, donations and contributions. Another large accomplishment that the Coca-Cola has, is being the first company to make and use recycled plastic bottles. One way to see all of the achievements of the Coca-Cola company is to visit the World of Coke in Atlanta. It houses a collection of memorabilia, samples of the products, exhibits, and many other exciting items. All of what has been said is the basis of what Coca-Cola was built on. Without societies help, Coca-Cola could not have become over a 50 billion dollar business. Keep on consuming the world's favorite soft drink, Coca-Cola. Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore. •

The term "soda water" was first coined in 1798.

•

In 1810, the first U.S. patent was issued for the manufacture of imitation mineral waters.

•

The first soda fountain patent was granted to Samuel Fahnestock in 1819.

•

In 1858, G.D. Dows invented and operated the first marble soda fountain, which he patented in 1863.

•

In 1883, James W. Tufts patented a soda fountain, which he called the Arctic. Tufts went on to become a huge soda fountain manufacturer.

•

On January 25, 1870, Gustavus Dows patented a modern form of the soda fountain.

50


In October of 1874, Robert M. Green created the first ice cream soda.

•

In 1903, a revolution in soda fountain design took place with the front service fountain patented by Dr. Heisinger.

More fun facts and trivia •

Coca-Cola can be used to bake a ham. Pour one can into the baking pan, rap the ham in aluminum foil, and bake. Thirty minutes before the ham has finished cooking, remove the foil, allowing the drippings to mix with the Coca-Cola to make a delicious brown gravy.

•

Mexico and Iceland have the highest per capita consumption of Coca-Cola.

•

Coca-Cola translated to Chinese means, "To make mouth happy".

•

Every second over 7,000 Coca-Cola products are consumed.

•

The tallest Coca-Cola bottling plants are in Hong Kong. The plant in Quarry Bay is 17 floors, and the plant in Shatin is 25 floors.

•

The bottling plant at the highest elevation in the world is located in Bolivia, at 12,000 feet.

•

The world's longest Coca-Cola truck is in Sweden. It is 79 feet long with a fourazle trailer.

•

The best selling non-carbonated soft drink in Japan is a product of The Coca-Cola Company named "Georgia", a coffee flavored beverage.

•

Coca-Cola first crossed the Atlantic on board the Graf Zeppelin, the German dirigible.

51


The Varsity Restaurant in Atlanta, Georgia, has earned the distinction of serving the highest volume of Coca-Cola anywhere. It dispenses nearly 3 million servings of Coca-Cola annually.

•

If the Coca-Cola company constructed a sign like the ones McDonald's uses to count their millions of customers, by 1983 it would have read "over 1 trillion served."

•

If all the Coca-Cola ... o

ever produced were in 6 1/2 oz. bottles and placed end to end they would wrap around the earth more than 11,863 times.

o

sold in 1994 were in 8-ounce bottles laid end-to-end, those bottles would reach to the moon and back 76 times.

o

vending machines in the U.S. were stacked one on top of each other, the pile would be over 450 miles high.

o

ever produced were to erupt from "Old Faithful" at its normal rate of 14,000 gallons per hour, the geyser would flow continually for 1,577 years.

o

Products sold in 1994 were flowing over Niagara Falls at its normal rate of 1.5 billion gallons per second, the falls would flow for three hours.

Ingredients of Coke •

Carbonated Water

•

High Fructose Corn Syrup

•

Caramel Color

•

Phosphoric Acid

•

Natural Flavors

•

Caffeine Description:

52

Promotional Strategies of coke products This company profile offers a comprehensive analysis of the organization, its business segments, and competitors. It analyzes the business and marketing strategies adopted by the company, toga in a competitive edge in the industry. The profile also evaluates the strengths of the companyand the opportunities present in the market. This profile is of immense help to management consultants, analysts, market research Organizations and corporate advisors. The objective and scope of various sections of our company profile has been discussed below. Company Summary This section presents the key facts & figures, business description, products & services offered and Corporate timeline of the company. Company Analysis It involves analysis of the company at three levels - segments, organizational structure and ownership composition. Both business and geographic segments are analyzed along with their recent financial performance. It further discusses the major subsidiaries of the company and the recent merger & acquisitions. Business Developments This section examines the significant developments that have taken place in the company. It is form of news analysis where the most critical company news is discussed. Discussion of Business Strategies This section talks about the current and future strategies of the company. All business, marketing, financial and organizational strategies are discussed here. SWOT Our SWOT Analysis is a valuable step in assessing your company’s strengths, weaknesses, opportunities, and threats. It offers powerful insight into the critical issues affecting a business. Financial Performance It discusses the most recent financials of the company and also compares the historical sales & income figures with the current and projected figures. The objective is to

53

Promotional Strategies of coke products evaluate the financial health of the company. The analyst opinion and stock performance help us in evaluating the performance of the company from an investor’s viewpoint. Competition Synopsis This section compares the company with its peer group. The comparable analysis and stock movement are aimed at giving an overview of the competitive landscape in the industry and the company’s positioning in its peer group. ANALYSIS SOFT DRINK 1 Analysis of the U.S. soft drink industry, based on the competitive forces model of Michael Porter. In the soft drink industry the entry of new competitors depends on the barriers to entry that are present, and also the reaction from existing competitors that the entrant can expect. I will now analyze the six major sources of barriers to entry the soft drink industry. Economies of scale deter entry by forcing the entrant to come in at large scale and risk strong reaction from existing firms or come in at a small scale and accept a cost disadvantage. If a company wants to decline its unit costs of their product, they will have to produce more to lower the cost. The more you produce, the lower the costs. In the soft drink industry establishing firms have brand identification and customer loyalties. The brand name can have differences. This is a high barrier to enter. Entrants are forced to spend a lot to overcome existing customer loyalties. Definition of soft drinks Nonalcoholic beverage A soft drink is a beverage that does not contain alcohol ; generally it is also implied that the drink does not contain milk or other dairy Family of alcohol free, carbonated , drinks that are aromatized with fruit extracts. cola , tonic, etc REVENUE

54

Promotional Strategies of coke products The Coca-Cola Company North America offices in Sugar Land, Texas, United StatesAccording to the 2005 Annual Report, the company sells beverage products in more than 200 countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke" ed for approximately 78% of the Company's total gallon sales. Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows: •

37% in the United States

•

43% in Mexico, Brazil, Japan and the People's Republic of China

•

20% spread throughout the rest of the world

In 2010 it was announced that Coca-Cola had become the first brand to top £1 billion in annual UK grocery sales.

55


CHAPTER-IV DATA ANALYSIS AND INTERPRETATION

56


DATA ANALYSIS AND INTERPRETATION Section – I

1)Q What is modern trade ? 2)Q What are the advantages of modern trade ? 3)Q Who are the present partners of the modern trade ? 4)Q Define Plano gram and explain its significance ? 5)Q WHY is category important in modern trade ? 6)Q What are the important locations within Modern Trade where we must place our beverages ?

57


7)Q What is POP with respect to Modern Trade ?

Section – I

1) Q what is modern trade? Answer: Modern Trade is nothing but an organized retail sector. It comprises of wide rage of products as well as targets.

2)Q What are the advantages of modern trade ? Answer:

58

Promotional Strategies of coke products Modern trade has few advantages such as: More choice for customers, Billed transactions, Promotional offers from the companies so that it ensures a satisfactory level for the customers. 3)Q Who are the present partners of the modern trade ? Answer : Modern Trade has few participants such as: MORE, SPENSORS, FOODWORLD as well as RELAINCE FRESH as well as FOOD WORLD. There are many more partners where we have not considered them as they are not part of this research. We have only RELIANCE FRESH as consideration to this extent.

4)Q Define Plano gram and explain its significance ? Answer : It is a designed plan for the convenience of alignment of the products in the outlet. Because of this the customers will have the advantage of feeling easy in the process of picking up the product while shopping. 5)Q WHY is category important in modern trade ? Answer : The only reason why the aspect “category” is quiet important in modern trade is just because it is identify the product. Ina word it is friendly for the people. 6)Q What are the important locations within Modern Trade where we must place our beverages ? Answer :

59

Promotional Strategies of coke products The important locations where we coke can be paced so as to get identified by the customers is chillers. Any one looking for beverages are especially choosing from chillers. 80%of the shoppers do this. 7)Q What is POP with respect to Modern Trade ? Answer : POP is nothing but point of purchase in its shortest form and with respect to modern trade it is a point at which customers make their own buying decisions.

ANALYSIS: Modern trade Valid

Cumulative

Percent

Percent

53.3

53.3

53.3

3

20.0

20.0

73.3

Organised Trade 4

26.7

26.7

100.0

Total

100.0

100.0

Frequency Percent Valid Organised Sector 8 Organised Outlets

15

60


In a sample size of 15 respondents: a) 53.3% of them answered Modern trade as Organized sector b) 20.0% of them answered Modern trade as a Organized outlets c) 26.7% of them answered Modern trade as Organized business

Characteristics of MT Cumulative Frequency Percent Valid Ambience 4

Valid Percent Percent

26.7

26.7

26.7

Variety

5

33.3

33.3

60.0

benefit

6

40.0

40.0

100.0

Total

15

100.0

100.0

61


In a sample size of 15 respondents a) 40% of them opined that “benefit” as the main characteristic feature of the Modern retail b) 33% of them opined that variety as the characteristic feature of Modern retail c) 27% of then opined that ambience as the characteristic feature of Modern retail As 40% of the respondents feel that benefit as the important factor in Modern trade so, we can conclude that margin plays a major role in “Modern trade”

62


Planogram

Valid

Valid

Cumulative

Frequency Percent

Percent

Percent

5

33.3

33.3

33.3

well designed plan

10

66.7

66.7

100.0

Total

15

100.0

100.0

Comuputer plan

generated

63


In

a

sample size of 15 respondents a) 67% of the respondents opined “Plano gram” as a Computer generated plan b) 33% of them opined Plano gram as well designed, manually generated plan a Even there are computer generated plans, retailers are opting for manual plans this is because of the Organised retail still occupying only * % of the market share.

64


Significance of plano gram Valid

Cumulative

Frequency Percent

Percent

Percent

7

46.7

46.7

46.7

6

40.0

40.0

86.7

Both

2

13.3

13.3

100.0

Total

15

100.0

100.0

Valid stock availability identificaition products

of

65


In a sample size of 15 respondents: a) 47% of the respondents are of the opinion that, stock availability as the significance of a Plano gram b) 40% of them are of the opinion that, when products are arranged according to a planogram that will be useful for the easy identification of products c) 13% of the respondents were of the opinion that, when products are arranged according to a particular planogram that will be useful for that easy identification and stock availability of precuts can be known

Retailers are using Planogram for checking availability of the stock, but they are not using the soft ware for shelf life management and other functions.

66


Category Importance

Valid Arrangement

and

availability Sales Identification products Total

of

Valid

Cumulative

Frequency Percent

Percent

Percent

9

60.0

60.0

60.0

2

13.3

13.3

73.3

4

26.7

26.7

100.0

15

100.0

100.0

In a sample size of 15 respondents 1) 60% of them responded that category is important for arrangement and availability of product 2) 27% of them responded that category is important for the Identification of products 3) 13% of them responded that category is useful for the sales.

67


68


Imp locations for Beverages

Valid Chiller & End Cap Chiller & Cash points chiller&Multiple categories Total

Valid

Cumulative

Frequency Percent

Percent

Percent

5

33.3

33.3

33.3

6

40.0

40.0

73.3

4

26.7

26.7

100.0

15

100.0

100.0

69


In a sample size of 15 respondents 1) 40% of them opined that chiller and Cash points as the important locations where the beverages can be placed 2) 33% of them opined that chiller and End cap as the important locations where the beverages can be placed 3) 27% of them opined that chiller and Multi categories the important locations where the beverages can be placed

Most of the Retailers are placing Coke products in Chillers and near cash pOINTS as it they are the attractive points for beverages

70


What is Merchandising

Valid Maintainance of stock Display of stocks for visibility Total

Valid

Cumulative

Frequency Percent

Percent

Percent

12

80.0

80.0

80.0

3

20.0

20.0

100.0

15

100.0

100.0

In a sample size of 15 respondents 1) 80% of them opined Merchandising as Maintenance of stock 2) 20% of them opined that Merchandising as Display of stocks for visibility

71

Promotional Strategies of coke products Many of the retailers still perceive that merchandising is maintaining the stock but only 20% of them are aware of visual merchandising which plays an important role in retailing today.

How Merchandise Influences sales Valid

Cumulative

Frequency Percent

Percent

Percent

8

53.3

53.3

53.3

Increases sales

2

13.3

13.3

66.7

Both

5

33.3

33.3

100.0

Total

15

100.0

100.0

Valid stock availabilty can be know

In a sample size of 15 respondents 1) 54% of them responded that Merchandising influences sales by knowing stock availability

72

Promotional Strategies of coke products 2) 13% of them responded that through Merchandising is helpful in increasing the sales 3) 33% of them responded through Merchandising stock availability can be known as well it would increase sales.

Average Basket value Valid

Cumulative

Percent

Percent

80.0

80.0

80.0

201-300 1

6.7

6.7

86.7

401-500 2

13.3

13.3

100.0

Total

100.0

100.0

Frequency Percent Valid 100-200 12

15

In a sample size of 15 respondents 1) In 80 % of the stores Average basket value of the store was between Rs. 100 to 200

73

Promotional Strategies of coke products 2) In 13 % of the stores average basket value of the store is in between Rs. 401 to 500 3) In 7% of the stores Average basket value of the store is in between Rs.201 to 300

Coke Share at the Store Valid

Cumulative

Frequency Percent

Percent

Percent

5

33.3

33.3

33.3

11-15% 9

60.0

60.0

93.3

16-20% 1

6.7

6.7

100.0

Total

100.0

100.0

Valid 5-10%

15

74


In a sample size of 15 stores 1) Coke share at beverage category in 60% of the stores is in between 11-15% 2) Coke share at the beverage category in 33% of the stores is in between 510% 3) Coke share at the beverage category is 7% of the stores is in between 16-20%

CUSTOMER ACCEPTANCE:-

Valid

Cumulative

Percent

Percent

33.3

33.3

33.3

Frequency Percent Valid Satisfactory 5 good

8

53.3

53.3

86.7

Excellent

2

13.3

13.3

100.0

Total

15

100.0

100.0

75


In a sample size if 15 respondents 1) 53% of them responded that Customer acceptance of Coke product as Good 2) 34% of them responded that Customer acceptance of Coke product as Satisfactory 3) 13% of them responded that Customer acceptance of Coke product as Excellent Customer acceptance towards the Coke Products is good and next level is satisfactory in some of the stores

ADVANCED ANAYSIS CROSS TABULATIONS

76

Promotional Strategies of coke products Characteristics of MT * Advantages Of MT Count Advantages Of MT Variety

of

Convenience Products Characteristics

of Ambience 4

MT Total

Total

0

4

Variety

2

3

5

benefit

5 11

1 4

6 15

It is illustrated that 6 of them opined in modern retail benefit and variety of products as characteristic feature and advantage. 5 of them opined that in Modern Retail variety and convenience as important parameters.4 of them opined that in Modern retail ambience as the characteristic feature and advantage.

Average Basket value * Coke Share at the Store Crosstabulation Count Coke Share at the Store 5-10%

11-15% 16-20%

Total

Basket 100-200 4

7

1

12

value

201-300 1

0

0

1

Total

401-500 0 5

2 9

0 1

2 15

Average

It is illustrated that a) A store Average basket value of Rs.100-200, coke share is in between 5 to 20%

77

Promotional Strategies of coke products b) A store with Average basket value of Rs.201-300 the coke share is between 5-10% A store with Average basket value of Rs. 401-500 the coke share is between 5-10% and 16-20%

Types of Shoppers * Average Basket value Crosstabulation Count Average Basket value 100-200 201-300 401-500 Total Types of Shoppers HIgh Class

Total

4

0

0

4

Middle class 4

0

0

4

Both

1 1

2 2

7 15

4 12

It is Illustrated from the above table which is a cross tabulation between types of shoppers and average basket value it can known that a) In 4 stores where the type of shoppers are High class, there the Average basket value is between 100-200 b) In 4 stores where the type of shoppers are Middle class, there the Average basket value is between 100-200 c) In 6 stores where the type of shoppers are both High class and Middle class, there the Average basket value is between Rs.100-200, 201-300,401-500

78


What is Merchandising * How Merchandise Influences sales Crosstabulation Count How Merchandise Influences sales stock

Whatis

Maintenance of stock

Merchandising

Display

of

stocks

for

visibility Total

availability

Increases

can be know

sales

both

Total

6

2

4

12

2

0

1

3

8

2

5

15

In a cross tabulation between what is merchandising and how merchandising Influences the sales following things were evident a) 12 respondents were of the opinion that if merchandising is properly done stock availability can be known and there will increase in sales b) 3 respondents were of the opinion that if merchandising is done properly stock availability only can be known

Cross tabulation between Coke share at the store and customer acceptance of coke: a) If coke share is in between 5-10% customer acceptance was satisfactory and good b) If coke share is in between 11-15% customer acceptance was satisfactory, good and excellent c) If coke share is in between 16-20% customer acceptance was good

79

Promotional Strategies of coke products Imp locations for Beverages * Coke Share at the Store Crosstabulation Count Coke Share at the Store Imp

locations

Beverages

for Chiller & End Cap Chiller & Cash points chiller&Multiple categories

Total

5-10%

11-15% 16-20%

Total

2

3

0

5

2

3

1

6

1

3

0

4

5

9

1

15

Cross tabulation between important locations for beverages and Coke share at the Store a) If coke is placed in Chiller and in end cap the coke share was in between 510% and 11-15% b) If coke share is in Chiller and at Cash points, coke share was in between 510%, 11-15% and 16-20% c) If coke is placed in Chiller and at Multiple categories the coke share was in between 5-10% and 11-15%

RANK ORDER BY CASES:

80

Promotional Strategies of coke products Rank of Ques_14 by Ques_22 Ques_23 Ques_24 Valid

Cumulative

Frequency Percent

Percent

Percent

8

53.3

53.3

53.3

1.5

2

13.3

13.3

66.7

2

3

20.0

20.0

86.7

3

2

13.3

13.3

100.0

100.0

100.0

Valid 1

Total 15

ADVANCED ANALYSIS:

81

Promotional Strategies of coke products CHI-SQUARE BETWEEN AVERAGE BASKET VALUE AT THE STORE AND COKE SHARE AT THE BEVERAGE CATEGORY AT THE STORE

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

df

sided)

a

4

.838

2.057

4

.725

.356

1

.551

1.438

15

a. 8 cells (88.9%) have expected count less than 5. The minimum expected count is .13.

NULL HYPOTHESIS H0=There is no relationship between positioning of products and sales at Food world outlets as we can see that Significance value is more than 0.005 ALTERNATE HYPOTHESIS H1=There is relationship between positioning of products and sales at Food world outlets as we can see that Significance value is more than 0.005

CHI-SQARE TEST BETWEEN WHAT IS MERCHANDISING AND COKE SHARE AT THE BEVERAGE CATEGORY.

82


Chi-Square Tests Asymp. Sig. (2Value

df

sided)

a

2

.870

Likelihood Ratio

.473

2

.789

Linear-by-Linear Association

.047

1

.828

Pearson Chi-Square

N of Valid Cases

.278

15

a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .20.

NULL HYPOTHESIS Ho- There is no relationship between positioning of products and sales at Food world outlets as we can see that significance value is more than 0.005 ALTERNATE HYPOTHESIS H1- There is relationship between positioning of products and sales at Food world outlets as we can see that significance value is more than 0.005

QUESTIONNAIRE

83

Promotional Strategies of coke products Dear Sir / Madam,

I am Surendra babu.I, A Student of

St.Pauls Management & IT . As I am

undergoing my summer internship to find out.” The Promotional Strategies of Coca Cola Products”. For the Fulfillment of MBA Degree, I’II be very thankful to you, if you would kindly spare me a few minutes of your schedule to answer the below questions.

Thanking you Yours sincerely, ------------------------------------------------------------------------------------------------------------

Name of the store

:

Name of the store Manager

:

Section – I

84


1)Q What is modern trade ? 2)Q What are the advantages of modern trade ? 3)Q Who are the present partners of the modern trade ? 4)Q Define Plano gram and explain its significance ? 5)Q WHY is category important in modern trade ? 6)Q What are the important locations within Modern Trade where we must place our beverages ? 7)Q What is POP with respect to Modern Trade ?

Section – II 1) Number of customer services assistants available at the store? a) 1-3

85

Promotional Strategies of coke products b) 3-6 c) 6-above 2) How many gondolas available in your store? a) 1-3 b) 3-6 c) 6-above 3) What is the average sales figure at your store every month? a) 10lacs to 20lacs b) 20lacs to30lacs c) 30lacs-above 4) Is coke chiller available at your store? a) Yes b) No 5) Is coke product at right place in category? a) On top shelf b) Start from right side c) if, no the current place

6) How is the customers’ acceptance towards coke products? a) Strongly disagree b) Disagree c) Neither agrees nor disagrees

86

Promotional Strategies of coke products d) Agree e) Strongly agree 7) What is the coke share in beverage category at store? a) 1% to 12% b) 12% to 22% c) 22%to above 8) What is the average basket value at the store? a) 100 to150 b) 150 to 200 c) 200 to above 9) What can you do to enhance the relationship with the customers? a) Good communication b) Good services c) Good relationship 10) Define the types of shopping and types of shoppers? a) Lower class b) Middle class c) Higher class d) all

11) What is the total number of cash till available at the store ? a) 1-3 b) 3-6 c) 6-above

87


12) What is the store size? a) 500-1000 b) 1000-1500 c) 1500-above 13) Oh yes, I think I will buy coke as well? a) Impulse cold b) planned shopping c) Basket penetration d) Impulse buys e) New buys

88


CHAPTER-V

SUGGESTIONS AND RECOMMENDATIONS

89

Promotional Strategies of coke products  Many of the customers are attracted towards the coke products if the promo offer is for movie tickets. Hence this should be taken into and more promo offers should be given on this category.  Huge expiry of the stock is seen in some stores. In some Food World stores the managers are complaining that some times there is huge stock of coke products as such it would be resulting in expiry of the products. Hence like should find some alternatives for this kind of problem to satisfy the stores managers.  Corporate social responsibility should be done by coke and also should gain good will from the customers by involving in few societal activities.  In some stores coke is only placing the chillers. In spite of offering less share coke should also ensure that the decoration of the outlet is done by coke itself even then the outlet is not paying to afford it only because of monetary factor.  Coke should be given proper propaganda in all the aspects and the relation ships between the customers always exist.  Coke should adopt few modern techniques in order to retain the customers and also should adopt new techniques to gain new customers or enhance the sales.  Coke should also enhance the combo offers in food courts so that the sales volume will increase in the brand. FINDINGS  Out of the customers visiting the store 5%of them say the modern trade is very good and 55% says it is good and finally only 40% of the customers says that modern trade is satisfactory.

90

Promotional Strategies of coke products  The present promos on coke are double Masti , Buy 2one liter bottles for RS75, RS25 off on McDonald’s FOOD FOR 1.7Liter bottle, Get Mc Donald’s burger free by buying any two 500ml coke products and 50%discount on INOX movie tickets by buying any two mobiles.  The promos on competitor brands are: buy two 1.5liters Pepsi; 7UP and Marinda for RS85. Buy three 500,l of Pepsi for RS50, GET slice 1.2liters bottle at rs75where as the MRP is RS 95. Buy 600ml Pepsi for just Rs33.  The average sales of the outlets is 10lacs to 20lacs in10% of the outlets and 20lacs to 30lacs in 30% of the outlets and 30lacs to above in 60% of the outlets.

SUMMARY OF FINDINGS GENERAL FINDINGS:  The research done for sake of this project covered only Food World outlets on the overall sample size.

91


 At all the stores visited for research there is coke chiller.  For coke the competitor brands in Large PET and mobiles are Pepsi, slice, 7UP and 7UP LIME. In juices the competitor brands are Slice, Apply, and Tropicana. In Water the competitor brands are Bisleri as well as Himalayans. In tetra the competitor brand is fruity.  There are 5types of shopping for coke-Impulse cold thirst, planned shopping, and Basket penetration. Impulse buys, and New Buys. These types will vary accordingly with respect to the situation the buyer is facing.  Out of all the outlets 38%of the outlets have the average basket value of 100 to150 and 44%%of the outlets have the average basket value of 150 to 200 and 18% of the outlets 200 above.

Remarks from the Store Managers: 1) To maintain all types of products because it was summer season ( Vivekananda nagar, Red Hills Food World store)

92

Promotional Strategies of coke products 2) If there is any damage Coca cola company should take their products back 3) Offers are not properly communicated with the retailers 4) Two liters Coca cola beverages were not available at that time of survey, for which customers were enquiring. (Ameerpet Food World store) 5) Sealing is not proper, because of this gas is getting leaked and damage of the products is occurring (Bowenpalli Food World Store)

CONCLUSION: This project on “The Implication Of Modern Trade in FOOD WORLD Outlets With Respect To Coke Products In Hyderabad” gives an assessment of the modern trade

93

Promotional Strategies of coke products implementation in the retail formats and its growth per year and its impact on the customers as well as the company. Till date coke is performing well in the market. As it is a well known fact that always there is a room for improvement, the organization should focus on few aspects such as concentrating on promo activities as well as organization campaigns. From the in-depth analysis on the data collected from the study, the basics of the modern trade such as meaning, scope, merchandising advantages of modern trade and its participants, meaning of Plano gram were found with an interaction with store managers. Various brand competitors were also evaluated on marketing mix analysis and necessary suggestion were quoted. Even though few store managers were not readily willing to share confidential information regarding the sales figures, from the data obtained from other managers who willingly shared we arrived to conclusions.

Few promotional activities of coke and its

competitor are studied and is given in order to make necessary corrections. Various kind of information such as availability of the coke chillers and type of shopping and type of shopper’s were found out with various kind of examples. Many of the times they were also practically seen. The duration of the Training sessions should increase based on the periodic review as well as periodic follow-ups.. The ROI –The return on investment made towards training and development activity need to be measured with performance benchmarks. More experienced and senior executive should be involved in training sessions and for sharing information regarding modern trading and to explain the store managers suggestions have been made for improving the modern trade in this soft drinks company . If these could be implemented then the retailer’s contribution towards the performance will be high which helps in the overall development of the coke organization.

94


CHAPTER-VI

BIBLIOGRAPHY References:

95


 Philip Kotler (2003) “PRINCIPLES OF MARKETING MANAGEMENT,” Sultan chand & company Ltd, New Delhi.  Rama swamy  Rajan saxsena

Websites Referred:  www.google.com  www.cocacola.com  www.wikipedia.org  www.indiainfoline.com  www.altavista.com

Books and journals

: Business world 4ps marketing Economic times(brand equity). Business line.

96

Promotional Strategies Of Coca Cola 373y5f

Overview 5o1f4z

More details 6z3438

Related Documents c2h70

Promotional Strategies Of Coca Cola 373y5f

Coca Cola Marketing Strategies 3s4a4e

Promotional Strategies Of Cadbury 5g3t6h

Promotional Strategies Of Colgate 2pz37

Promotional Strategies Of Dove 3p5r4d

Promotional Strategies Of Airtel 4o4s6c

More Documents from "Jithendar Reddy" 4u2h1s

Chpt4 Thconsumer Satisfaction Theories A Critical Revieweories (1) 5z436

Promotional Strategies Of Coca Cola 373y5f

Nakshatra Temple 225s5k

Abstract Or Paper Battery 4a2240

Capital Markets And Key Participants 3z6o49

Luftansa Case Study 1l6l3j