My heartfelt thanks to Swami ( Dr. ) Parthasarthy (Chairman), for giving me a golden opportunity for doing the dissertation work as per the specialization area. I express my sincere gratitude to our Director sir, Prof. Dr T. S. Sindhwani for his valuable suggestions and ideas. I also thank Prof. Vidya Iyer and Prof. Bikram Dutta for being supportive at all time during my dissertation work. I would also like to extend my thanks to Prof. Rajiv Tiwari ( Faculty Marketing) who always helped in the true sense to solve my queries and always guided me at each step during the dissertation period for the successful completion of my project.
My appreciation run deep to all those who have helped me directly and indirectly in successful completion of the dissertation.
To study the promotional strategies adopted by coca cola products. 3. To analyze the impact of the strategies on the awareness and sales of coca cola. EXECUTIVE SUMMARY Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers.
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed.
Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India.
In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of this study lies in understanding the organization and studying and understanding the consumers’ perception and opinion about the latest product, Minute Maid Pulpy Orange, introduced into India, by the Coca-Cola Company. A consumer sampling involving 5. lakh people was conducted in a span of 30 days across major cities in order to give the product the required marketing push and to recognize the prospective consumers and their opinion in order to develop and market the product in a better way in the near future. The methodology used in studying and understanding the perceived views of consumers towards the product was ‘SAMPLING’. The findings of the activity have been drawn out in form of graphs and suggestions have been offered there from. BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT In India, beverages form an important part of the lives of people.
It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers. FIGURE 1: BEVERAGE INDUSTRY IN INDIA The beverage industry is vast and there various ways of segmenting it, so as to cater the right product to the right person. The different ways of segmenting it are as follows: •Alcoholic, non-alcoholic and sports beverages •Natural and Synthetic beverages •In-home consumption and out of home on premises consumption. •Age wise segmentation i. e. beverages for kids, for adults and for senior citizens
If the behavioral patterns of consumers in India are closely noticed, it could be observed that consumers perceive beverages in two different ways i. e. beverages are a luxury and that beverages have to be consumed occasionally. These two perceptions are the biggest challenges faced by the beverage industry. In order to leverage the beverage industry, it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable. Four strong strategic elements to increase consumption of the products of the beverage industry in India are: The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. •Consumer education is a must to bring out benefits of beverage consumption whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant to the category. •Communication should be relevant and trendy so that consumers are able to find an appeal to go out, purchase and consume. The beverage market has still to achieve greater penetration and also a wider spread of distribution.
It is important to look at the entire beverage market, as a big opportunity, for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy. THE COCA-COLA COMPANY Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain.
Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. He suggested that “the two Cs would look well in advertising. ” The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try “the new and popular soda fountain drink. Hand-painted oil cloth signs reading “Coca-Cola” appeared on store awnings, with the suggestions “Drink” added to inform passersby that the new beverage was for soda fountain refreshment. By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the soft drink ever since. For his efforts, Dr. Pemberton grossed $50 and spent $73. 96 on advertising. Dr. Pemberton never realized the potential of the beverage he created.
He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. Within four years, his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink.
With his brother, John S. Candler, John Pemberton’s former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation named the Coca-Cola Company. The trademark “Coca-Cola,” used in the marketplace since 1886, was registered in the United States Patent Office on January 31, 1893. The business continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the following year.
In 1895, three years after The Coca-Cola Company’s incorporation, Mr. Candler announced in his annual report to share owners that “Coca-Cola is now drunk in every state and territory in the United States. ” As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W.
Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands around the world. A Brief History about the Company in India The Coca-Cola Company came to India on October 23, 1993, after an absence of 16 years. When the Company (hereon referred to as CCI – Coca Cola, India) re-entered the Indian market, there was competition from Pepsi, which had a head start as it had established itself since 1989, and Thumps Up (the flag ship CSD – Carbonated Soft Drink of Parle Foods).
As an entry strategy, CCI took over Parle Foods. With a fine and detailed distribution network in place, Coke was now ready to take on archrival – Pepsi. Over a period of time, CCI also bought certain bottling units that earlier belonged to Parle or individual distributors. In 1993, Thumps Up, Gold Spotand Limca enjoyed around 75% share of the CSD market. With the entry of Coke, CCI decided not to promote the cola brand they took over i. e. , they decided to withdraw Thumps Up from the market.
This however, did not pay off since the cola market was (and still is) highly polarized and people were unwilling to compromise on the taste of their preferred cola. As a result, Coke’s market share (Coke + Thumps Up) fell to nearly 55%. After 3 years of incurring losses, CCI finally took a decision to re-launch Thumps Up. This strategy paid off and today almost 59% of the market is governed by CCI. In order to reach India’s 300 million soft drink consumers, the company distributes its range of products in over 700,000 retail outlets, serviced via trucks, converted three-wheelers, tricycles and pushcarts.
Atul Singh is the President & CEO of Coca-Cola India . After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation’s top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference.
This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company’s international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market.
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international investors. 22 By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. 23 Encouraged by its 2002 performance. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 50 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a istribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. PRODUCTS The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL: •In the Cola Section: In the Lemon section: •In the Orange section: •In the Juice section: •In the Soda Water and Bottled Mineral Water section: 4. 1: PACKAGING DETAILS •Coca-Cola, Thums Up, Fanta Limca and Sprite: 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1. 5 litre and 2 litre PET bottles •Diet Coke: 330 ml can and 500 ml PET bottle •Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and 1litre+200 ml free PET bottles and the newly introduced 200 ml Tetra Pack •Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles •Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free and 1. litre PET bottles. BRANDS TAGLINE Thumsup – Taste the thunder Cocacola – Open happiness Sprite – Seedhi baat no bakwaas ,clear hai Limca – Fresh ho jao Fanta – Go bite Maaza – Bina guthli wala aam BRAND AMBASSDORS Thumsup -Akshay Kumar Cocacola -Aamir Khan Sprite -Shahrukh Khan Fanta -Genelia D’souza Limca -Riya Sen ABOUT BRANDS THUMSUP Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by the Coca-Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Mostly like by the youngsters specially boys. •The competitor of the brand on same category is Pepsi. COCACOLA Coca cola is the world’s favorite drink. It is the world’s most valuable brand and the most recognizable word across the world. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world. The competitor on the cola category is Pepsi. SPRITE This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups & people. Jan 09 report of “The times of India” claims sprite to be the second brand in sales after Thumsup •Competitor : 7up & Mountain dew LIMCA Limca is cloudy lemon in flavor. This is very unique in this category . It has white in color. •Competitor : Nimbooz , Lime merinda FANTA Fanta has two flavors apple & orange. This is very popular drink among females. The ‘orange’ drink of the Coca-Cola Company, is seen as one of the favorite drinks since 1940’s.
Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as “The Fun Catalyst”. Competitor: Mirinda, Parle’s Appy fizz MAAZA This is mango flavor. Maaza was launched in 1976. It is a drink which offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India and it currently dominates the fruit drink market. •Competitor: Slice, frooti MINUTE MAID pulpy orange This is orange juice . This contains no sugar ; added flavor . This is a family drink. •Competitor : Tropicana
KINLEY This comes in two variety-mineral water ; soda. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people. Competitor : Aquafina, Bisleri ADVERTISING Advertising is a non promotion of goods ; services by sponsor who can identified and who has paid for his communication. Their purpose of advertisement is to sell something goods or services,idea ,person or place. BRAND AMBASSDORS ; TV COMMERCIALS •Bollywood star Aamir Khan for Coke. •Genelia D’souza (Right) for cocacola’s Fanta .Tennis star Sania Mirza for Sprite Bollywood star Akshay kumar for Thums up Sprite “seedhi baat” TV add
MAJOR COMPETITOR PEPSI The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola drink in India
With both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge Indian Soft drink market continues unabated. Aggressive ad campaign’s, sale-promotion, schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market. Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is the market leader with a market share of 26. 5 percent in the cola segment.
Pepsi is in between the two of it’s closet competitors as far as marketing strategies are concerned. Pepsi is an international drink with Indian imagery in it’s communication Traditional focus of Pepsi has been on the early teenager with a gender skew more to the female. Pepsi is by far the more aggressive player in the market. With in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. It’s got its selling strategy well mapped out. The company has always been innovating it’s ad campaigns which has helped the company to get top of the mind recall.
From “The choice of the new generation” to the “Freedom” campaign the company has been able to Indianise the brand. With the help of promotional schemes Pepsi has managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by the company was Rs. 6. 98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the run up to and during the cricket world cup. Product lines of Coke& Pepsi are as follows:- FLAVOUR COKE BRAND PEPSI BRAND Cola Coca-Cola Thums-up Coke diet Pepsi Pepsi diet Orange Fanta Mirinda Cloudy Lemon Limca Mirinda lime Clear lime Sprite 7up Mango
Maaza Slice COKE AND PEPSI POSITIONING Coke had introduced in the market before the Pepsi. So taking the first move advantage, Coke is able to place itself as the all American choice. Firstly the Pepsi in India try to position its product for the society as whole and for the purpose of refreshment, which can be clearly visible from their advertisement slogans like •Any whether is Pepsi whether” •The light refreshment “ •Be sociable, have a Pepsi “ This positioning strategy they followed up to 1960 and after analyzing that it is very difficult to capture whole population as whole. So Pepsi after 1960 started targeted marketing.
Pepsi targeted the youth section and position there product as a necessity for youth and Pepsi advertisement slogan try to position Pepsi as the brand for youth which are clearly visible from there advertisement as follow •Now its Pepsi for those who thing young” •come alive, you’re in Pepsi generation “ •you’re got a lot to live and Pepsi’ •yeh hai youngistaan meri jaan PepsiCo was parted ways with Shah rukh khan, Sachin Tendulkar, Rahul Dravid, Sourav ganguly, Mahender singh Dhoni, Ranbir kapoor, Deepika padukone, Ishant sharma,Rohit sharma, Shreeshant and Virende rsehwag to strengthen its ”youngistaan” brigade.
PepsiCo signed Asin (of Ghajini fame) to take war to orange flavor category. PROMOTION MIX Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomia topic in Indian society. Promotion may be defined as “the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. ” Promotion is most often intended to be a supporting component in a marketing mix.
Promotion decision must be integrated and co-ordinated with the rest of the marketing mix, particularly product/brand decisions, so that it may effectively support an entire marketing mix strategy. The promotion mix consists of basic elements. They are:- •1. Personal Selling •2. Sales Promotion •3. Public Relations (PR) •4. Publicity •5. Advertising •The Promotions Mix 1. Personal Selling Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling.
However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high. 2. Sales Promotion For example the BOGOF promotion, or Buy One Get One Free. Others include coupons, money-off promotions, competitions, free accessories (such as free blades with a new razor), free installation, and so on. Each sales promotion should be carefully compared with the next best alternative. 3. Public Relations (PR)
Public Relations are defined as ‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics’. It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. 5. Trade Fairs and Exhibitions Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. . Advertising Advertising is a ‘paid for’ communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising ‘media’ such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). 7. Sponsorship Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One.
The attributes of the event are then associated with the sponsoring organization. ADVERTISING Advertising has played an important role in the success of products since first newspaper add in 1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating! Invigorating! ” The company uses adver4tising to trigger desire as often and in as many ways as possible. Through the consumers survey it has been proved that the T. V. commercials and sinages affect the consumer buying behaviour by approximately 70%. May be only Cococola. is investing huge finances in the T. V. ommercials and other sinages, big names of Indian film industries and sports hero’s are being proposed to become the brand promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik Roshan, Riya Sen and more are being offered huge amount for carrying out the promotions. •Posters •DPS boards •Glow Sign boards •Date calendars •Cinema hall tickets •Radio commercial Through out the years, slogans or coca-cola have been memorable . Here are some highlights: (1)Thnada matlab coca cola (2) Jo chaho ho jaye coca cola enjoy, (3) Coca cola piyo sir utha ke. 2000-Coca-Cola Enjoy •1993-Always Coca-Cola •1990- Can’t Beat the Real Thing •1989-Can’t Beat the Feeling •1986-Red,White and You •1982-Coke Is It •1976-Coke Adds Life •1971-I’d Like to Buy the World a Coke •1969-It’s the Real Thing •1963-Things Go Better With Coke Advertising has played an important role in the success of coke SALES PROMOTION PUSH & PULL STRATEGY •PUSH STRATEGY:- Coca cola is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i. e. consumers.
For example-as coca cola is giving free pet bottles and other trade schemes to distributors, agency owners and retailers. •PULL STRATEGY:- Coca-cola is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way coca cola inducing customer to order it from shopkeeper. For example-Coca cola is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips. PROMOTION STRATEGIES OF COCA COLA Promotional strategy during IPL matches Coca cola Lucky Coupon Dinner with kings XI Punjab
Sprite “kholega toh bolega” IPL Season 2 Combining this key insight with the passion of T20 cricket, company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players. Complimenting the innovation, Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia. In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team.
In addition, consumers also get a chance to win a Nokia mobile phone every hour. To create awareness about ‘Kholega Toh Milega’ digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India. PROMOTION DURING OFF SEASON Limca Launches ‘Laptop Ki Barish’ Consumer Initiative Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days.
The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1. 25, 1. 5, 2 & 2. 25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cricket the most sought after; watched & played game in india . the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time.
It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. Coca-Cola signed a sponsorship agreement with IPL team of kings 11 Punjab . Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand.
The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. . Coca-Cola Food Mela With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of delhi, to a festive food festival comprising of 50 restaurants, spread out all over the bustling city’s map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity. Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s during Delhi hottest summer season, Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to “serve & refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the “GO-RED” stall, served well to promote the Coca-Cola industry. Coca-Cola Pet Promotion In 2008, Coca-Cola launched 1. 5 liter Pet contour bottle Targeting house wives & family home, Coca-Cola’s 1. 5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .
A treat for the family, Coca-Cola’s PET was offered through a “price-off” promotion Coca-Cola & Mc Donald’s Coca-Cola & key account of MC Donald’s launched the “we go together” joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donald’s restaurants along with a special offer for coke & fries. Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.
Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share. Scheme Coke comes out with the schemes on their different products many times in a year. Most of these schemes are made to benefit the retailers. Some of the schemes are as follows: •1 bottle of 2lt. free with one 2lt bottle pack. •1 bottle of 1lt. ree with one 1lt bottle pack. •2 bottles of 500ml free with one 500ml bottle pack. •6 bottles of Kinley free with one pack of Kinley. These schemes keep on changing depending upon the stock. Promotion through restaurants and cinema hall holdings. Coca-cola is tying up with different chains of restaurants and fast food centers to promote the Coca-cola and its other brands like Limca, Sprite, Maaza etc. these restaurants are authorized to keep and use the merchandising assets of Pepsi. Usually these kinds of restaurants and fast food chains are in contract with the Pepsi Co. , so that they cannot promote any other brand.
Merchandising assets. Coca-Cola also try to promote their brands by providing their retailers and dealers some display items. Some of such items are as follows: 1. Fridges 2. Coca-Cola/Mazza stands 3. Display bottles 4. Posters Coca-Cola provide the above things to the retailers to use them in promoting companies brands and products, and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Coca-Cola’s products and they will chill the Coca-Cola’s products so that its products will always be available to the end consumers. But it is not true in most of the cases.
Retailers usually use the merchandising asset of one company in such a way that it benefits another company. Sometime they do it unknowingly, sometimes they do it knowingly and sometimes because of the deficiencies of the company AVAILABILTY Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet. ACTIVATION Activation is important because it helps to boost the sales of the company. it is done through the Glow sign, Shelf display, flanges. Combo boards, Table tops .
This boards usually gives to the E&D outlets . It helps to attract the customers. Rack with header is provided to the grocery stores. 1. WARM DISPLAY RACK 2. SHELF DISPLAY SHELF DISPLAY DISPLAY OF RACK VISI COOLER VISI COOLER DISPLAY Under Coke market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i. e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water). ADVERTISEMENTS AND DISPLAYS * JO DIKHTA HAI VO BIKTA HAI * Glowing sigh board at prime locations should be put that to not wall hanging one but standing one. •There should be a price communication of the product as juice drink is one which has a impression in psyche that it is costly along with any added quality regarding the product could also be mentioned keeping the end users in mind as: Coca Cola Corporate Social responsibility strategy (CSR). Social responsibility is the part of company organization. Social responsibility of business may be at four level;- 1. Economic responsibility 2. Legal responsibility 3 . moral responsibility 4 . voluntary responsibility
Economic responsibility;- The coca-cola company provides help to poor and needy also give good facility, loan and also arrange medical check up camp etc . This is economic responsibility. Legal responsibility;- This is towards the concerned sections like trade unions, workers etc. The company has to abide by laws in this regard” the coca-cola company spend good salary, bonus remuneration, scholarship, other-facilities etc. Company spends remuneration, salary, other facility according to law. The social responsibility;- In social responsibility includes moral responsibility also like creating zero pollution.
Thus the coca-cola company planted a many tree for zero pollution. Voluntary responsibility;- The company may volunteer for certain responsibility like tree planting, started a school in village also they give computers in the school and gram panchayat of the goble village also provide scholarship to the student of nearer village. In time of natural calamities like earth quake cyclone, t-tsunami, heavy rain etc. at the time company help the people by giving food, mineral water, blanket, food packet etc. The coca-cola company provides their ambulance services if there is any accident on national highway no-8.
The coca-cola company provides many types of facilities to their workers. They also provide many welfare facilities to their workers like best canteen facility, pure drinking water, health services, women and child welfare etc . Live positively, the 2009 Coca Cola Sustainability Review details the drinks company’s efforts in addressing the social, environmental and economic impacts of beverage manufacturing. Worldwide, the Coca Cola Company encompasses approximately 500 brands and over 3000 beverages, including four of the worlds’ top-selling non-alcoholic drinks. SWOT ANALYSIS STRENGTHS: Coke Company has a good market reputation and a strong distribution network. •Coke is having a multi brand strategy ad is looking for a great volume opportunity in India. •Coke is presently no. 1 player in Indian Carbonated soft drinks market. •Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that pioneering least. •Pepsi and coke both have good brand image. WEAKNESS: •Coke has less no. of retailers •Less force – it has less no. Have owned bottling plant. •It has not planned for setting up of any new plants where their competitor has planned to set up several new plants.
OPPORTUNITY: •A rapidly growing market, which is expanding @ 205 every year. •It can take the market very well with the new investment of Rs. 2400 corers. •It can give a big jerk to its major competitor Pepsi it can increase its number of fountain to a sizeable amount. •Increasing trend of cold drink of different brands. THREATS: •It has a continuous threat from Pepsi as well as various other local soft drinks. •Coke has a major market than Pepsi between the teenager as well as the student due to advertisement of world cup cricket. •A large amount of expenses on the advertisement. There is no proper policy of distributing the merchandising assets of the company to the retailers. •The company should search the new target market to expand the market share in this competitive era. •To meet the demand of the customers the company should set up the new plants as its competitors are planning to set up. RESEARCH METHODOLOGY •SOURCES OF DATA •Secondary Data Sources form where secondary data had been collected are, •Websites of the Company •Magazines •Newspapers •Other Websites General idea from the managers of the Malls and Owner’s of the Grocery shops regarding the sales of brands under study.
Key Success Factors. . . The Coca-Cola Company is one of the largest, most successful and most widely recognized corporations in existence. Coca-Cola is a dominating force in the beverage industry and sets a very high standard of competition. Research shows that its trademark is recognized by over 94% of the world’s population. There are many factors contributing to Coca-Cola’s success, however, it is believed that their key success factors are Marketing, Innovation, and Globalization. Marketing Coca-Cola is seen as one of the founding fathers of the modern day marketing model.
They were among the pioneers of advertising techniques and styles used to capture an audience. Through its intense marketing campaigns, Coke has developed an image that is reflected in what we think of when we buy Coke and what we associate with drinking Coke. This image has been subconsciously installed in our brain by the advertising campaigns that show Coca-Cola associated with “good times. ” Innovation Coca-Cola has been able to survive and grow in an ever-changing market because of its ability to systematically innovate and deliver new products. Coca-Cola began to employ a strategy referred to as “play to win innovation. The company began operating in a decentralized environment that was unfeasible in previous years. Now Coca-Cola offers nearly 400 different products in and is still dominating the beverage industry. This is made possible by the company’s ability to innovate and adapt to changing markets, Globalization Today’s big business takes place on a global scale, and Coca-Cola is no exception. Technology is continually changing business, and these constant changes have been making it more feasible and profitable for businesses to expand their operations globally in order to serve all different types of diverse markets around the world.
This global view is reflected in Coke’s recent “I’d like to teach the world to sing” commercial. Coca-Cola is taking advantage of the large revenue opportunities made possible by participating in a global market and now offers products in 200 countries around the world. SUGGESTIONS: •Advertisements should target the entire family, mainly because it has been observed that irrespective of age and gender, more than 75% of the people have liked the product and look forward to buy it again. Advertisements should highlight the main features of the product . The company should focus much on the distribution because the distribution channel makes the sale of the product stronger. •The company is spending lot of money on advertising and promotion but the promotion should be done in a unique way.
•The company should take the strict actions towards those retailers which are putting the local brands in the refrigerators provided by the company to them. •Company should even provide umbrella, chairs etc. to the places like college canteen, tea stalls etc. which will motivate them keep more of Coca-cola. For the launch of the product and for the success of the product what should be done first is to target the Retailer for the simple reason he is the person who will give display, promotion & add to the selling of the product. CONCLUSION: Coca-Cola no doubt come the heart beat of people Coca-Cola is one of the leaders in sponsoring the most important, thrilling events. E. g. Cricket matches, concerts and many other social occasions. Event at the present they are organizing a so many event l for which they busily organizing stuff.
Coca-Cola has always had a close consumer and supplier relationship with its customers. Its entertaining and colorful advertisements have always and will always rock the media. Indian stars, sportsmen and actors have played a very vital role in making Coca-Cola such a popular beverage. So… “ Jo chaho ho jaye coca-cola Enjoy ”
BIBLIOGRAPHY Sites Visited •www. google. com •www. cocacola. com •www. Wikipedia. com •www. cocacolaindia. com •www. googlealerts. com. •Books Referred ?Principles and application: By D. D. Sharma Marketing research ?Kothari C. R. Philip Kotler ?Marketing Management