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coca cola marketing annalysis

coca cola marketing annalysis

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Published by kishorekunal
research paper on coca cola marketing process
research paper on coca cola marketing process

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Published by: kishorekunal on Sep 04, 2010
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04/24/2013

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 A BRIEF STUDY ON 
 Hindustan Coca-Cola Beverages Pvt. Ltd., Patna
2009-2011
SUBMITTED IN PARTIAL FULFILLMENT OF THEREQUIREMENT FOR THE AWARD OF THE MBADEGREE FROM :-
B. S. Anangpuria
 Institute of Technology & Management Faridabad-121 004 (Haryana)
SUBMITTED TO SUBMITTED BY
Controller of Examination RUPESH KUMAR M.D University, M.B.A (3
rd
sem)Rohtak 09/MBA/048 
 
 
PREFACE
With open and economically liberalized policies, the Indian economy has taken aturn around for the betterment. The post liberalization age era has witnessed the emergence of free enterprise and manufacturers are coming up to participate in the liberalization boom. Thishas resulted in stiff competition than ever before.There are several changes in the competitive and structural character of soft drink market in the last few years. Seller's market has turned in to buyer's market. This has thrown upenormous challenge in entire gamut of marketing. New companies are having with each other todraw the attention to special quality and special feature of their brand. At times price exists and prices are quoted for below the normal level. It is in this context, that there is acute need toevolve innovation and dynamic marketing strategies in the areas of price, distribution, sales promotion etc.The channel of distribution means the product will have to reach to the customer through a proper system. These days mostly producers don't have a link directly with thecustomers. There is a long chain system available. The decision to choose a system of distribution for product is part of the marketing mix strategy of this firm in the dealing with itsmarket. Since a decision is to be made of the alternative available marketing structure of economy. It is important to gain importance of the part of this structure before we take thefactors of distribution system. From cost point it is also important channel system has to be properly co-ordinate with other marketing decision like product range, decision, pricing,advertising and sales promotion etc. 
 
 Coca-Cola developed a new technique of sales promotion. This new technique isknown as RED concept. In this concept the marketer concentrates and activates the outlets byRED Norms. In this technique the marketer considers mainly these three points (i)VISICOOLER (ii) AVAILABILITY (iii) ACTIVATION.Coca-Coal is also a biggest soft drink producing company. If the channel systemwill be wrong the soft drink will not reach to customers on time and at actual rate. If there is asuitable link to the customer will get the foods, in time and it will kill the scope of black marketing. 

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