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A PROJECT REPORT ON
MARKETING STRATGIES OF TOP BRANDS OF COLD DRINKS
Submitted in partial fulfilment for the Award of degree of Master in Management Studies
UNDER THE GUIDANCE OF
SUBMITTED BY HEMANT SONI
Certified that the dissertation title MARKETING STRATEGIES OF TOP BRANDS OF COLD DRINKS IN SAGAR is a bonafide work done Mr. HEMANI SONI under my guidance in partial fulfilment of Master in Management Studies programme . The views expressed in this dissertation is only of that of the researcher and the need not be those of this institute. This project work has been corrected by me.
I hereby declare that the Project Report conducted on MARKETING STRATEGIES OF TOP BRANDS OF COLD DRINKS Under the guidance of Ms. SHWETA RAJPUT
Submitted in Partial fulfillment of the requirements for the Degree of
MASTER OF BUSINESS ADMINISTRATION TO SVN COLLAGE
Is my original work and the same has not been submitted for the award of any other Degree/diploma/fellowship or other similar titles or prizes.
Place: SAGAR Date:
encouragement and constructive support and under whose able guidance I have completed out my project. I take the pleasure to express thanks to all my colleagues for many useful discussions and cooperation during the course of the project work. I owe my indebtedness to My Project Guide Ms. I am grateful to sir Parmesh goutam (hod) for providing me this opportunity. Shweta rajput. for her keen interest. She not only helped me in my project but also gave me an overall exposure to other issues related to retailing and answered all my queries calmly and patiently. .ACKNOWLEDGEMENT It is indeed a pleasure doing a project on “MARKETING STRATEGIES OF TOP BRANDS OF COLD DRINKS”.
INTRODUCTION CHAPTER 2.SUMMARY AND CONCLUSIONS CHAPTER 10-ANNEXURES .PROFILES OF THE ORGANIZATION CHAPTER 3.TABAL OF CONTENTS Executive summary CHAPTER 1.ANALYSIS OF DATA CHAPTER 9.STUDY OF SELECTED RESEARCH PROBLEM TOPIC OF RESEARCH PROBLEM STATEMENT OF RESEARCH OBJECTIVES RESEARCH DESIGN AND METHODOLOGY Problem identification Scope of study Objective of study Research design Sampling plan Method of data collection Sources of data collection Limitations CHAPTER 8.MARKETING STRATEGY CHAPTER 4.
The efforts to capture the market completely should be the soul aim of management particularly in the light of the fact that a major bottling plant is situated in the area. SAGAR market being a gateway to the M. The company is making all out efforts to quench the thrist of millions of people around the globe but thirst of the company to capture the globe should never be quench. Each segment had its own Pros & Cons. it is focus on the. Such as fate dealer is influence wrong direction to the market. They are supply product at high margin with low scheme.P. sub dealer. segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. monopoly counter & its marketing strategy. . A feeling of being satisfied should never be allowed to creep into the management as well as the rank and the profile of the company.1 brand in soft drink industry the report was finds out the availability of different flavor and packs. I have learned a lot about real practical work being done in the market I have also watched & learned the practical applicability of the various things that we have studied theoretically.EXECUTIVE SUMMARY From this project titled " MARKETING STRATEGIES OF TOP BRANDS OF COLD DRINKS " in colds drinks industry. I observed on the basis of survey in SAGAR city that Coca-Cola lay emphasis on merchandising in order to become the No. Such as Thums-up strong brand of coke which is more popular in young generation. Cola-Cola adopt a good customer relationship management. I also observe about fate dealer. So we have to understand the various segment of soft drink industry that which flavor is existing more in the market.
CHAPTER 1 INTRODUCTION .
distribution and customer service strategies to strengthen their position in the market. marketing. The realization of the customer's growing awareness and the need to meet changing requirements and preferences on account of changing lifestyles required the FMCG producing companies to formulate customer-centric strategies. As a result. These changes had a positive impact. HLL led the way in revolutionizing the product. Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product categories. such as television and the Internet. market. direct distribution. distribution and service formats of the FMCG industry by focusing on rural markets. also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. most of the companies were forced to revamp their product. With the liberalization and growth of the Indian economy. creating new product. The Indian FMCG industry witnessed significant changes through the 1990s.GENERAL INTRODUCTION ABOUT THE SECTOR Fast Moving Consumer Goods (FMCG). rapid urbanization. the face of the Indian FMCG industry had changed significantly. the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media. social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. Increased availability of retail space. Consumers generally put less thought into the purchase of FMCG than they do for other products. and qualified manpower also boosted the growth of the organized retailing sector. . leading to the rapid growth in the FMCG industry. Apart from this. By the turn of the 20th century.
making up 32% of the sector. FMCG share float in a steady manner irrespective of global market dip. such as automobiles. The FMCG sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing to manufacturing by investing in the zones.143000 crores.distribution and service formats. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs. because they generally satisfy rather fundamental. . computers. is the South Indian region. Unlike some industries.93000 crores. and airlines. they generally sell in large numbers and so the cumulative profit on such products can be large. FMCG does not suffer from mass layoffs every time the economy starts to dip. the FMCG sector will be worth Rs. Though the absolute profit made on FMCG products is relatively small. The main contributor. as opposed to luxurious needs. Unlike other economy sectors. The FMCG sector. It is predicted that in the year 2010. which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs. A person may put off buying a car but he will not put off having his dinner.
Through in India fountain sales from a very insignificant part of the sales revenue. bottles and the sales and distribution network of the companies the rule and responsibilities of each of them are different. The major activity taken up by the concentrate manufactures relates to the production of the basic product which is battled by the battling plants mostly independents and subsequently sold through the established distribution set ups of the respective companies. .INDUSTRY PROFILE ORIGIN AND DEVELOPMENT OF THE INDUSTRY Soft drink industry scenario the world over is almost the same with two major players i. Independents bottling arose primarily because it was not possible to create an effective organization for operating a vertically integrated company with hundreds of geographically separated manufacturing unit and local delivery operations given the limited transportation and communication system of the time and the lack of sophisticated financial and management controls. The major components of the industry consist of the concentrate manufactures. Pepsi Co. and Coca-Cola having the major thank in the pie. During the initial stag both soft drink majors used a network of independent bottlers to bottle and market their products. Incidentally a lion‘s share of the total sales of the product of most of the companies is through fountain a sale which sums to be the most popular outlet in the western countries. The other major player in the industry is Cadbury-Schweppes and some local player in individual countries.e.
With this coke instantly had the ownership of countries tap soft drinks brands as well as got access to Parleys extensive 54 plants bottling as well as a pre set distribution net work. In the year 1985 Pepsi tried to enter into India when it teamed up with RPG group. . gold spot and Thums up emerged as clear winner with around 60% market share. By the end of 80‘s Parley with Limca. By the end of 1970 Campa-Cola was practically alone in Cola market Parleys introduced Thums up in the beginning of 1980s. are premier marketing companies the fundamental competitive advantage that allowed that to compete so effectively lies in their ability to operate through a very cumbersome distribution system. In India after the exit of coke in 1977 Parley and pure drinks controlled the Indian Soft Drinks market. Finally in June 1990 Pepsi was launched in India under the brand name of ‗Lehar Pepsi‘. This purchase gave coke an over might lead occur rival Pepsi which had came almost 5 year earlier. This proposal as rejected on the grounds that the import of concentrate could not be agrees and the use of foreign brand name was not allowed.Although Coca-Cola and Pepsi Co. In year 1988 Pepsi again floated a project this time in collaboration with Punjab agro Corporation (PIAC) and Volta‘s India Limited and succeeded. The most strategic step taken by Coca Cola was the purchase of Parley brands.
beer. and replenishment drinks (sports drinks and water). juices. As a consequence. marketing and promotional programme design. trade and manufacturer relations. In according to this. and better value chain that returns you as a competitive advantage. The 1980s Pepsi and Coke transformed their businesses. rejuvenation drinks (tea and coffee). The average in the states 48 gallons per year. with only 15% of its beverage operating profits coming from overseas was using ―guerilla warfare‖ to attack Coke in selected international markets. milk. Americans consumed 23 gallons of soft drinks a year in 1970 compared to 48 gallons in 1993. bottled water. Although. etc. coffee. There is increasing demand for health and nutrition drinks (juices and juice-based products).GROWTH AND PRESENT STATUS OF THE INDUSTRY The total value of the soft drink industry was $48 billion in 1990‘s. earned 80% of its profits outside of the United States in 1993. tea. These consumer-oriented businesses experienced changes in the forces impacting key strategy areas: investment. and tap water. new competitors and proliferation of products across their traditional categories. . For improve profits on the saturated market was possible by cost reduction. Pepsi. wine. Consumers are drinking a widening assortment of beverages. And then become stabile. new products but not cannibalize your products. There were many alternative to soft drinks . the cola wars were moving to international markets. Coke. Using 1978 as a base year. Industry analyst contended that the soft drink industry had plateaued. powdered drinks. distilled spirits. distribution channels. as well as the introduction and growth of diet soft drinks. shareholder pressure. and that total consumption was unlikely to increase significantly in the near future. after the mid 90‘s both company found a different strategy fueled by the twin engines of innovation and diversity. This growth was fueled by increasing availability and affordability of soft drinks in the marketplace. the world‘s largest soft drink company with a 45% share of the worldwide soft drink market. It was not easy.
Pepsi and Coca-Cola have more than 200 different products globally in 2000. Coke and Pepsi had a combined 73% of the soft drink market.the Consumer Price Index (CPI) grew at an average rate of 5. pepper flavor 7%. followed by lemon/lime with 12%. . compared with soft drink price growth 3.8%. The cola segment of the soft drink industry held the dominant (68%) share of the market in 1992.9%. orange 3%. Consumer demand appeared to be sensitive to price increases. and others 8%. root beer 2%.
Whether it‘s for a lift during the day or for enjoyment after the workday ends. consumers are embracing ready-todrink teas and coffees. Soft drink companies intend to fulfill the needs of consumers for every occasion at every stage of their lives. cola is the most consumed beverage. and replenishment drinks (sports drinks and water). More and more. Both Pepsi and Coca Cola pronounced their self a ―total beverage company‖.FUTURE OF THE INDUSTRY Consumers are drinking a widening assortment of beverages. The basic product of soft drink companies ―cola‖. . there is one beverage that remains the essential element for all people — water. Even as lifestyles change all over the world. With every new discovery of the health benefits of teas. still in the world. Soft Drink Companies are also focusing on their portfolio of replenishment beverages to meet differing local tastes for water and to provide sports drinks that quench the thirst of people with active lifestyles. demand increases even more. There is increasing demand for health and nutrition drinks (juices and juice-based products). Today. rejuvenation drinks (tea and coffee). people are turning to noncarbonated beverages to give them vigor and energy.
CHAPTER 2 PROFILE OF THE ORGANIZATION .
we must create value for all the constraints we serve. Brand Coca Cola is the core of our business 3. and our communities. Consumer demand drives everything we do. 4. We will lead as a model corporate citizen. 5. expand our share of worldwide nonalcoholic ready to drink beverages sales. our customers. our bottlers. including our consumers. We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day. We will think and act locally. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. maximize our longterm cash flows. In order to achieve this mission. . 2. 6. We will be the best marketers in the world.The Mission Statement of the Coca Cola Company Our mission statement is to maximize shareowner value over time. The ultimate objectives of our business strategy are to increase volume. and create economic value added by improving economic profit.
There are nearly 6 million people in the world who are potential consumers of our company‘s product. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customer‘s business and needs. . our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. Ultimately.The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. We achieve this when we place the right products in the right markets at the right time.
with kola nuts which were added to give flavor to the drink. Asa Candler. Pemberton made a carbonated. Coca-Cola was invented by John Stith Pemberton in Covington. non-alcoholic version of French Wine Cola and called it Coca-Cola. The beverage was initially a coca wine and was called Pemberton‘s French Wine Coca. when they started using ―spent‖ leaves instead of fresh leaves. who was also a pharmacist of Atlanta. bought the formula for CocaCola in 1887 from John Pemberton for $2. Coca leaves from South America were added as a stimulant to the beverage along . Georgia in May 1886. Candler claimed in 1891 that he had altered the formula of Coca-Cola and it now contained only a tenth of amount of coca leaves. Coca-Cola also contained nine milligrams of cocaine per glass till 1904. Due to them the name Coca-Cola was given to the beverage.ORIGIN OF THE ORGANIZATION Coca-Cola is a carbonated soft drink sold in almost all the countries of the world. Coke is one of the most recognizable brands in the world. .300. Asa Candler marketed Coke aggressively and was responsible of the dominance of the world soft drink market by Coke. Coca-Cola is manufactured by ―The Coca-Cola Company‖ and is often referred to as Coke. During Pemberton‘s time five ounces of coca leaf were added per gallon of the syrup which constituted a significant dose. After Atlanta and Fulton County passed Prohibition legislation.
Turkey and more. who fled Castro's Cuba in 1961. In 1981. headbands and the fitness craze. and they begged and pleaded to get it back. in 1985. Rugby World Cup and the National Basketball Association. Goizueta. was the release of a new taste for Coca-Cola. Coca-Cola found a home in more and more places: Cambodia. The Coca-Cola Company was selected as the only Company allowed selling packaged cold drinks in the People's Republic of China. In 1978. The 1980s -.GROWTH AND DEVELOPMENT OF THE ORGANIZATION The Company's presence worldwide was growing rapidly. Montserrat. the first change in formulation in 99 years. Paraguay. Roberto C. and year after year. and the original formula was returned to the market as Coca-Cola classic®. Macau.the era of legwarmers. In taste tests. But the Company listened." One of Goizueta's other initiatives. Coca-Cola classic became the Official Soft Drink of NASCAR . Critics called it the biggest marketing blunder ever. and the product began to increase its lead over the competition -. commonly called ―new Coke. The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade.‖ In the real world. and a time of much change and innovation at The Coca-Cola Company. FIFA World Cup™ football (soccer). with ongoing support of the Olympic Games.a lead that continues to this day. people loved the new formula. completely overhauled the Company with a strategy he called "intelligent risk taking. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. they had a deep emotional attachment to the original.
racing. Coca-Cola has fans from Boston to Budapest to Bahrain. Coca-Cola has grown to the world‘s most ubiquitous brand. In the remotest comers of the globe.. including Limca®. every single time. you can still find Coca-Cola. Qoo® children's fruit drink and Dasani® bottled water. and Cadbury Schweppes'® beverage brands in more than 120 countries around the world. Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. yet knew that opportunity for growth was still around every corner. with more than 1. . From the early beginnings when just nine drinks a day were served.S.4 billion beverage servings sold each day. connecting the brand with one of the world's fastest growing and most popular spectator sports. the Company already sold 1 billion servings of its products every day. When people choose to reach for one of The Coca-Cola Company brands. the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Barq's® root beer in the U. including Powerade® sports drink. drinking brands such as Ambasa. Vegitabeta and Frescolita. New beverages joined the Company's line-up. In 1886. Now well into its second century. By 1997. Maaza® and Thums Up® in India. Inca Kola® in Peru. the Company wants that choice to be exciting and satisfying. The Company's family of brands further expanded through acquisitions.
1 per cent. the chairman and chief executive of the Atlanta. . thanks to the successful launch of Vanilla Coke and the growth of Diet Coke. Coke gained 0. but saw its market share drop between 1999 and 2001. a New York-based industry newsletter and data service said. 100 crores) over the last 12 months in Asia.6 percentage points in market share and increased its case volume by 2. adding that the company had lost out by not investing enough in the region in the past. according to beverage digest-/Maxwell. the head of the world‘s biggest beverage company said. ―Asia is at the core.PRESENT STATUS OF THE ORGANIZATION Asia will be the biggest driver of Coca-Cola‘s growth over the next 10 years. it‘s only 0. particularly in the Philippines.5. China.‖ Neville Isdell. said. Atlanta-based Coca-Cola dominates 44. With the latest gains. Georgia-based Coca-Cola Co. according to US soft drink industry rankings.3 per cent of the US soft drink market. India and Indonesia. Coca-Cola Co slightly increased its lead over rival Pepsi-Cola Co in 2002.2 percentage points away from where it stood in 1998 at 44.6 percentage points in market share.. The company said its worldwide unit-case volume sales grew 6%—the highest rate since 2002. Isdell said CocaCola has invested more than $1 billion (Rs4. The company captured a larger share of the market even though its coke classic brand fell 0.
FUNCTIONAL DEPARTMENTS OF ORGANIZATION There are 6 functional departments within Coca Cola. Marketing Finance Packaging Sales Research and development Administration .
Through advertisements. There are so many ways through which Coke can increase the profits. Some major ways are as follows. “HIGH PROFITS” To increase the price is the least thing. How to take part in energetic events? Coke is already taking part in the events like ―world cup cricket‖ since last many years. this is one of the product of coke. Volume can be increased Interest level of consumers To take part in energetic festivals How to increase the volume of consumers? Coke can increase the volume by expanding the industry of coke. .E. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained.MARKETING STRATEGIES OF GETTING GOALS I. offering different interesting things to attract people towards this product. How to increase the interest level of consumers? Coke is increasing the interest level of consumers by offering different flavors. which Coke can adopt. Coke offers different attractive things in their events and through this Coke gained high profit and consumption of coke increased on these occasions. For example Coke is increasing the number of flavors in ―Fanta‖.
vending machines and backpack dispensers for crowds of cricket supporters. Citra and Gold Spot under its umbrella. . Maaza. To add to This. Which include names such as Coca-Cola. Limca. Sprite. Thumps up.PRODUCTS OF COCA-COLA Coca-Cola serves in India some of the most recalled brands across the world. Fanta. Kinley mineral water was launched in the year 2000. The acquisition of Thums Up brought some of the leading national soft drinks like Thums Up. The Company ranking up "firsts" in the introduction of Canned and PET soft drinks. along with The Schweppes product range.
COCA COLA BEVERAGES BRANDS: · · · · · · · Thums up Maaza Sprite Fanta Coca cola Kinley Sun fill .
the world 1s most valuable brand. In India .Coca Cola was the leading soft-drink till 1977 when government policies necessitated its departure.Coca Cola has truly remarkable heritage. even in the remote and inaccessible parts of the nation. Coca-Cola is the most recognized and admired trademark around the globe. .COLA” “JO CHAHE HO JAYE COCA-COLA ENJOY” “SAR UTHA KE PIYO” The world`s famous drink. he most recognizable word across the world after OK . Not to mention the best selling soft drink in the world.COCA COLA SLOGAN: “THANDA MATLAB COCA. Developed in a brass pot in 1886.Coca Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people.
fizzy taste and its confident. it had become India`s No. This brand clearly seeks to separate the men from the boys.Thums Up is a leading carbonated soft drink and most trusted brand in India.THUMS-UP SLOGAN: “I WANT MY THUNDER" "THUMPS UP TASTE THE THUNDER" Originally introduced in 1977.Coca Cola has also launched several contests for the promotion of Thums up like Hai Dum and Ninja Jeeto Contest to attract the Youth. By 2002. mature and uniquely masculine attitude.1 cola drink India. Thums Up was acquired by The Coca-Cola Company in 1993. Coca Cola spent $ 3. Thums Up is known for its strong. .5 million to beef up advertising and distribution for Thums Up.
250ml RGB. Maaza Mango" "Botal mein Aam. In 1993. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. Maaza was launched in 1976.MAAZA SLOGAN: "Taaza Mango. Maaza hain Naam". Maaza currently dominates the fruit drink category. Maaza was acquired by Coca-Cola India. It is available in SKUs of 200ml RGB. 125ml Tetrapak and 200ml Tetrapak .
Sprite was launched in year 1999.SPRITE SLOGAN: "SPRITE BUJHAYA ONLY PYAAS. Why? With a strong appeal to the youth. BAKI ALL BAKWAAS" "DHIKAWE PE MAT JAO APNI AKHAL LAGAO” In India. Today Sprite is perceived as a youth icon. Sprite has stood for straight forward and honest attitude. Its clear crisp refreshing taste encourages the today's youth to trust their instincts. influences them to be true to who they are and to obey their thirst.25ltr and 330ml cans. 500ml. Its clear crisp refreshing taste encourages the today‘s youth to trust their instincts. 1. and 500ml + 100ml free. 2ltr.Sprite is perceived as a youth icon. 300ml. With a strong appeal to the youth. Sprite has stood for a straightforward and honest attitude. . influences them to be true to who they are and to obey their thirst.5ltr. Sprite is available around the country in 200ml. 2.
Fanta advertising over a time has the biggest association with fun and friends that have reflected through past TV commercials like ―Masti ka Apna Taste. cheerful and special times with friends.FANTA SLOGAN: “KUCH BH1 HO SAKTA HAI” “MASTI KA APNA TASTE” Internationally. This positive imagery is associated with happy. Fanta . tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. .The 'orange' drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's. Over the years Fanta has occupied a strong market place and is identified as ―The Fun Catalyst‖.Bajao Masti‖. Perceived as a fun youth brand. Fanta stands for its vibrant color. Fanta entered the Indian market in the year 1993.
. of millions of consumers for over 3 decades. refreshes and transforms. Limca energizes. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavour soft drink in the country. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavour soft drink in the country. Limca has been the original thirst choice. The success formula The sharp fizz and lemoni bite combined with the single-minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise.LIMCA SLOGAN: - “JUST TAKE IT EASY” Born in 1971.
We have kept in mind the Indian palate ( Taste / Sweetness /Sourness /Orange flavour ) . or in the powdered concentrate form in countries like Indonesia. Sunfill Anand and Sunfill Tarang. Sri lanka and Bangladesh.Sunfill is also present in other countries. .SUNFILL Sunfill powder drink has been developed locally based on the Indian consumer preferences. Keeping in mind the affordability factor and the competition. either in the form of a fruit n juice based drink. It has been developed using the Coca Cola Company`s expertise in the beverage business. Sunfill is available in three variants-Sunfill Regular.
Water. A ritual purifier that cleanses. Kinley water thus promises water that is as pure as it is meant to be. the very sustenance of life. Water you can trust to be truly safe and pure. Water. . a thirst quencher that refreshes. Kinley water comes with reverse-osmosis along with the latest technology to ensure the purity. the most basic need of life. purifies. Kinley water understands the importance and value of this life giving force. a life giving force that washes all the toxins away.KINLEY SLOGAN: - “Boond Boond Mein Vishvaas”. transforms. a celebration of life itself.
MARKETING STRATEGIES .
and how they relax and recharge. What people want in a beverage is a reflection of who they are. We are determined not only to make great drinks. or a couple in Korea buying bottled water after a run together. It's a special thing to have billions of friends around the world. Coke strives to be a good neighbor. but also to contribute to communities around the world through our commitments to education. health. where they live. we're there for you. Whether you're a student in the United States enjoying a refreshing Coca-Cola. a child in Peru asking for a juice drink. how they work and play. and diversity. . consistently shaping our business decisions to improve the quality of life in the communities in which we do business. a woman in Italy taking a tea break. wellness. and we never forget it.Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions.
So in winter they reduce their prices to maintain their sales and profit. They do agreements with a shop keepers and stores to exclusive sale in that store.PRICE STRATEGY Trade Promotion Coca Cola Company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles. Different Price In Different Seasons Some times Coca Cola Company changes their product prices according to the season. . And that‘s why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. by this these retailers and middle man push their product in the market. But normally they reduce the prices of their pet bottles or 1 litter glass bottle. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. These stores are called as KEY accounts in their local language. Summer is supposed to be a good season for beverage industry in India.
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 eyecatching positions. Normally they keep their freezers near the entrance of the stores.
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.
UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children.
DISTRIBUTION CHANNELS STRATEGY
Coca Cola Company makes two types of selling Direct selling Indirect selling
In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.
They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.
FACILITATING THE PRODUCT BY INFRASTRUCTURE
For providing their product in good manner company has provided infrastructure these includes: Visi cooler Freezers Display racks Free empty bottles and shells for bottles
Coca Cola Company use different mediums Print media Pos material TVs commercial Billboards and holdings
They often use print media for advertisement. They have a separate department for print media.
Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.
As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.
Billboards and Holdings
Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.
. Quaker oatmeal.PepsiCo. Fritos. Frito-Lay is nine times the size of its nearest competitor and sells nine of the top ten snack chip brands in the supermarket channel. As 2001 began. and Chee-tos. Inc. is one of the world's top consumer product companies with many of the world's most important and valuable trademarks. The Frito-Lay Company division is by far the world leader in salty snacks. holding a 40 percent market share and an even more staggering 56 percent share of the U. market. In the United States. with a 21 percent share of the carbonated soft drink market worldwide and 29 percent in the United States.S. Its Pepsi-Cola Company division is the second largest soft drink business in the world. is the world leader in juice sales and holds a dominant 41 percent of the U. The company's third division. PepsiCo garners about 35 percent of its retail sales outside the United States. market. and Diet Pepsi&mdashe among the top ten soft drinks in the U. and other ready-to-eat cereals. Tropicana Products.. Ruffles. Inc. Frito-Lay generates more than 60 percent of PepsiCo's net sales and more than two-thirds of the parent company's operating profits. chilled orange juice market. PepsiCo's product portfolio includes 16 brands that generate more than $500 million in sales each year. PepsiCo was on the verge of adding to its food and drink empire the brands of the Quaker Oats Company.S. Overall. ten of which generate more than $1 billion annually. and Cap'n Crunch. Three of its brands--Pepsi-Cola. Mountain Dew. and Tropicana in approximately 50.S. which include Gatorade sports drink. On a worldwide basis. including Lay's. with Pepsi-Cola brands marketed in about 160 countries. Doritos. Frito-Lay in more than 40. Life. Tostitos.
PepsiCo. 'Doc' Bradham prospered from his Pepsi-Cola sales. Inc. was a mammoth multinational supplier of soft drinks. Doc Bradham. The next year. North Carolina. like countless other entrepreneurs across the United States. 1898. which by 1895 was selling well in every state of the union. For 20 years. But his successors fared no better and it was not until the end of the 1930s that PepsiCola again became profitable. and snack food. he patented the Pepsi-Cola trademark. was trying to create a cola drink similar in taste to Coca-Cola. he mixed the syrup in his drugstore. the new cola beverage was a syrup of sugar. then shipped it in barrels to the contracted fountain operators who added the soda water. at his pharmacy in New Bern. Formerly known as Brad's Drink. juices. ran his first advertisement in a local paper. Eventually.000 gallons of Pepsi-Cola syrup were produced in 1904. In 1902 Doc Bradham closed his drugstore to devote his attention to the thriving new business. and other flavorings diluted in carbonated water. vanilla. PepsiCo's advance to that level was almost entirely the result of its management style and the phenomenal success of its television advertising. and moved the bottling and syrup-making operations to a custom-built factory.When Caleb D. he was faced with a dilemma. his friends' enthusiastic response convinced him that he had created a commercially viable product. Bradham gave the name Pepsi-Cola to his most popular flavored soda. Seventy years later. oils. On August 28. He also bottled and sold the drink himself. Almost 20. cola nuts. Bradham concocted a new cola drink in the 1890s. The enterprising pharmacist followed Coca-Cola's method of selling the concentrate to soda fountains. the crucial decision he made turned out to be the wrong one and he was forced to sell. .
and Dr Slice. strawberry. the company continues to innovate. Crisp. Slice: Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in 1984. 7up: 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. and passionfruit and grape flavors. most-loved products throughout the world. Diet Pepsi:With its light. creating new products. Peach. From its humble beginnings over a century ago. Strawberry. Light. Passion fruit.Pepsi has been bringing fun and refreshment to consumers for over 100 years. new flavors and new packages in varying shapes and sizes to meet the growing demand for convenience and healthier choices. banana. Diet Pepsi gives you all the refreshment you need with zero sugar. refreshing. Fruit Punch. "Red". Cherry-Lime. It was launched in India near the cricket world cup to associated the Pepsi with the Indian people as Blue is official colour of Indian cricket team. Mirinda: Mirinda was originally produced in Spain. grapefruit. and PepsiCo (or its licensees) in the rest of the world. Pineapple. Mountain Dew (and its energy drink counterpart known as AMP) often incurs the disapproval of health experts due to its relatively high caffeine content for a soft drink or energy drink. and apple. Varieties of Slice have included Apple. The rights to the brand are held by Dr Pepper Snapple Group in the United States. The orange flavor of Mirinda represents the majority of Mirinda sales worldwide. . The flavor of Pepsi Blue was thought by drinkers to be similar to cotton candy with a berry-like aftertaste (it resembled that of blueberries or raspberries). Cherry Cola. Mandarin Orange. Mountain Dew: Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. crisp taste. Pepsi Blue: Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. The various product of Pepsi available in India are: Pepsi: Pepsi is the most saleable product of PepsiCo. Pepsi-Cola has grown to become one of the bestknown. It is popular in the younger generation all around the world. Mirinda is a brand of soft drink available in fruit varieties including orange. Today. pineapple. Grape. zero calories and zero carbs.
Pepsi and coca-cola.4. .Trying to satisfy dealers who complain about lost sales because of missing items in the line .Time to time in different seasons Pepsiand Coca cola launches different type of products.3 PRODUCT FILLING STRATEGY A firm can lengthen its product line by adding more items within the present range. Zerocoke (launched on the occasion of release of James bond movie QUANTUM OF SOLACE) by Coca Cola comes under this type of product filling marketing.Trying to utilize excess capacity . both the company uses this type of line filling strategy.Trying to be the leading full-time company . There are several motives behind line filling: .Trying to plug holes to keep out competitors. but their presentation is different and both the companies present their product as if this is a new product. However in absolute terms there is no any difference in the product ingredients.Reaching for incremental profits .
STUDY OF RESEARCH PROBLEM .
The two major global players i. The study also keeps in mind various theories like DAGMAR & AIDS and their relevance in today‘s changing scenario.e. Pepsi and Coca-Cola dominate the soft drinks industry in India. The objectives of the project are to study the importance of strategic management and sales promotion strategies schemes in the soft drinks industry. .TOPIC OF RESEARCH PROBLEM This project report takes into account the MARKETING STRATEGIES OF TOP BRANDS OF COLD DRINKS. STATEMENT OF RESEARCH OBJECTIVES This project takes a look that what type of marketing strategy adopted by coke.
The use of celebrity in a particular campaign and their impact. The mode of the data collection would include both primary and secondary. . journals and web sites. regarding the influence and effect of Advertising and sales promotion schemes on the sales of soft drinks (Carbonated Soft drinks). Brand awareness about an advertisement. Along side two questionnaires were also prepared one aimed at consumers and the other aimed at retailers together primary data. Recall value of a post schemes. The study will include following parameters. For this purpose both primary and secondary data would be collected. Acceptability of the current scheme by the customers and sales force. The impact of sale promotion schemes would measure on: Their visibility.RESEARCH DESIGN AND METHODOLOGY The project will involve a study the importance of strategic management and sales promotion strategies schemes in the soft drinks industry. For clarification certain annexure of ads and sales promotion schemes are added in the end. . Top of the mind recall. The project work started with the collection of secondary data from various sources such as newspaper. magazines.
Scope of study: The scope of this study is kept within the control of individual researcher. It is the blue print for the research undertaken. 3. survey of people who have practical experience of soft drinks in Sagar. in such a research design the decision regarding what. by what means are concerned.e. whom. He should be aware of who are decision maker as well as ultimate buyer of product. how much. . where.This research includes: Problem identification Scope of study Objective of study Research design Sampling plan Method of data collection Sources of data collection Limitations 1. Problem Identification: Marketer should be aware of the perception of customer about his product so that he can gain maximum out of it. Research Design: The method adopted for research is ―Experience Survey‖ i. 2.
Sample Unit: Sample unit is target population of SAGAR. sample procedure. Rating scale involves qualitative description of a limited no of aspects of thing or of traits of a person. The ranking can be done by graphic rating scale as: Like very much Like some what Natural Dislike some what Dislike very much 5. 6. Sample size: Research is done on 200 respondents of SAGAR. sample size. magazines . In rating scale we judge properties of objects without reference with other similar object. Method of data collection: Observation method Questionnaire method Data collection through journal.Measurement and Scaling Technique for Research: In this research the rating scale technique is used. Sampling Plan: It includes sample unit.
8. industry manual and web sides. . Business magazine as business world. Time period for data collection is short Difficult to get response from customer. Limitations of Study: Resources for collection of data are less. Data collection through websites of various Soft Drink‘s related companies. different journal such as A+M. Experience in field of research is difficult job. 7. Sources of data collection: Primary sources: Sample survey of target population Secondary sources: Company pamphlet‘s. business India.
It was also observed that cola segment was preferred by more than 70% of the total consumers interviewed.ANALYSIS OF DATA Which brand of soft drink you prefer? Sales 39 PepsiCo Coca Cola 61 When asked about particular brands consumers responded the two cola‘s namely Pepsi and coke as their favorites. . Out of which Coca Cola was leading with 61% while Pepsi came second at 39%.
Why do you prefer it? Price 21% Advertising & Schemes 29% Easy Availability 31% Preference 19% When asked to the consumers responded availability of a particular brand of soft drink of the most important in their purchase decision. Apart from easy availability and promotional schemes price was another major driving factor in the purchase of a soft drink for consumers (Pet bottles prices vary). Through advertising and sales promotion schemes were also very important while making their final purchase decision as it is an impulse purchase. consumers often related their purchase with the recall of an ad which their viewed on television. .
When you talk of soft drink advertising which all brands come to your mind (please specify in order of recall)? Maaza 5% Pepsi 35% Others 6% Limca 9% Thums up 16% Coke 29% When the above question was asked to the consumers they could easily recall Pepsi and Coke ads almost equally. This question also shows Pepsi‘s aggressive nature in advertising. Though Pepsi had a very minor edge. . which is its trademark the world over. Pepsi has always been known as an aggressive advertiser and this is also true in Indian market. Thums up was a distant third because of its continuous attacks on Pepsi.
Do you think the advertising done by the companies affects the sales of their respective soft drinks? No 29% Yes 71% As its is clear from the above graph that advertising as a major impact on the sales of soft drinks most of the consumers almost 71% thought advertising has direct effect on the sales of the soft drinks. They said that ads were the most important factor in driving the sales of any brand. Especially with the younger generation. . When consumers were asked about the effect of ads on sales most of them responded in favor. it often drives them towards a particular brand of soft drink due to its advertisement.
sales promotion schemes from the next important strategy. Apart from that newspaper advertising is also important. As television reaches maximum urban homes. which are the major market of the soft drinks. . Apart from these advertising media.Which from of advertising and sales promotion strategies do you think is most effective for soft drink industry? 45 40 35 30 25 20 15 10 5 0 Sales Promotion Schemes Television Advertising Outdoor Advertising 8 13 9 29 41 Consumers think that television advertising has a major impact on the sales of soft drinks. they have a direct impact on the consumer‘s behavior.
Most of the consumers interviewed responded that they like Pepsi ads more than that of Coke. . which are specifically by the consumers. the advertising agency for Pepsi. Recently Coke has also come up with few ads.According to you which company’s advertising are more creative and appealing? 57 60 50 40 30 20 10 0 PepsiCo Coca Cola 43 HTA. has come up with many innovative ads in the past. creating a good impression in the mind of consumers.
Out of these it was found that provision stores of the local market where the major sellers of the soft drinks and consumers usually preferred to buy soft drinks from their local grocery store. tea stalls.ANALYSIS OF RETAILERS Type of business Eatery 22% Others 6% Sweet Shops 27% Provisons Stores 45% To conduct the research a number of Retail Outlets were visited these retail outlet included provisions stores. eateries. sweets shops. . Dhabas etc.
Which segment of soft drink consumer generally asked for? (Rank them on scale 1. Orange came a distant second at 17% followed by cloudy lemon. 2. 3 is min. 60 51 50 40 30 20 10 0 Cola Orange Cloudy Lemon Clear Lemon Others 27 14 4 4 As it is an apparent from the above graph when asked about which segment the consumers generally asked for the retailer‘s respondent that Cola by itself was the largest selling soft drink amounting to 61% of total soft drink sales. which constituted another 14%. 3)1 is max. .
Availability is another major aspect. which decides the actual purchase. A consumer may change his or her preference based in the fact that which brand is available chilled at that moment. . Which has major impact on their purchase decision? Price is another critical factor on which the consumer purchase decision is based. Consumers‘ preference usually changes with the various schemes and the advertising.Why do think that a consumer ask for a particular brand of soft drink? Advertising & Promotion 39% Brand Prefrence 17% Price 21% Availbility 23% The consumer preferences are very fragile and not firm. It is often found that the consumers change their preference in accordance with various price discounts offered to them.
The brand preference and loyalty is by far the least important factor driving the sale. . Apart from availability the price factor is again cited as an important factor in the actual sale of the soft drinks. but it is actually the availability that is by far the most important factors. which drive the sale. Apart from these various schemes and sales promotion activities under taken by the company also acts as sources of sale.Major sale of soft drink is due to? 40 35 30 38 25 25 20 15 10 5 0 Availability Price Brand Name Scheme 16 21 Though advertising and sales promotion act as a major tool to attract customers for the purchase of the particular soft drink.
banners. sign boards etc. 50 45 40 35 30 25 20 15 10 5 0 Company Support Consumer Pull Promotional Schemes Brand Name 12 18 27 43 The attributes that influence a retailer to keep a particular brand of soft drink are pro motional schemes brand name consumer pill and company support. One more factor which affects the retailers to keep stock of particular soft drinks is the company support which is provided in from of visi coolers. . through the kind of company support provided by the majors is almost the same. Out of these factors promotional scheme again is the major factor that influences any retailer to keep the stock of particular brands.What are the attributes that influence you to decide which brand of soft drink to keep? (Rank them on scale of 1-4). Apart from this consumer pull and brand name acts are the major influencers for the retailers to keep stork of a particular soft drinks.
. sale of any soft drink is very much affected by the promotional schemes provided by the company to the retailers.Does the promotional scheme of the company have any effect on the sales of soft drinks brands? No 29% Yes 71% As sighted in the above analysis. These schemes act as the push towards the sales for any soft drink brands.
SUMMARY AND CONCLUSIONS .
Each business unit needs to evaluate its internal strength and weakness. 4. Opportunities and Threats is called SWOT Analysis. Weakness. 6. Adopted two types of distribution channels (Direct route and indirect route). As the research is conducted following strength and weakness of the Coke Company is found. 3. Strength 1. Good company image. Effective sales promotion schemes and commission to salesman on achieving target.SUMMARY OF LEARNING EXPERIENCE SWOT ANALYSIS The overall evaluation of a company‘s Strength. Well trained and experience workers and executives are available. Strong distribution network. 2. Brand 'Thums-Up' alone cover the big market. 5. . The SWOT Analysis is further divided into two parts : Internal environment analysis External environment analysis Internal environment analysis (analysis of strength and weakness) It is one thing to discern attractive opportunities and another to be able to take advantage of these opportunities. Effective executive team.
Targeting the upper middle class for home take segment. 5. Opportunity 1. Rural area has a great population of youths in sagar. 6. painting etc. Less availability of dealer board. 4. No proper maintenance of asset as like visi-coolers. glow signboard. 3. 4. Service is not good. Therefore there is a need only of marinating this share in future. glow sign. High growth rate for fruit drink market. Less personal contacts with retailers. etc. 3. Company officials do not visits outlets regularly. 2. dealer board. 2. Fewer advertisements Channels.Weaknesses 1. . Bad and delay in claim settlement. 5. Rural area has good market share of PepsiCo in India. 7.
. Different effective promotion schemes of competitors. Indifference among distributor and fat dealers. High growth of competitor's products. 2. Better facilities provided by the competitor to their distribution this might lead to switch over to slice distribution towards competitors. 3. 4.Threats 1.
This has made both companies to push its sales and to increase its retail distribution by offering Visi Coolers to retailers. Through the markets is marred by brand loyalty the purchase decision itself is a low involvement decision. as all the products taste the same. . This attitude of impulse buying is slowly changing to occasion-led-buying and also to some extent to consumption through home refrigerator particularly in urban areas. Therefore people traveling and not having access to hygienic water reach out for soft drink. Consumers prefer convenient and economy products. Hence the market is price sensitive. the main consumers of this market are people in the age group of 30 and below. Brand awareness plays a crucial role in purchase decisions. But brand loyalty is high in the case of kids and people in the age group of 20-30 years. Consumers purchase soft drinks primarily to quench thirst. Availability in the chilled from affects the purchase decision.CONCLUSIONS AND RECOMMENDATIONS CONSUMER PERCEPTIONS Soft drinks come under the category of products purchased on impulse. The market is slowly moving from non-alcoholic carbonated drinks to fruit based drinks and also to plain bottled water due to lower price and ready availability. Consumers are sensitive to the outlay where the purchase of beverages is concerned. This accounts for a large part of the sales. Product differentiation is very low. While there is no restriction on consumption of soft drinks by any age group.
They usually sell the product in which they get the maximum benefit. While 32% stated promotional schemes and 20% brand loyalty as the reason. a lot of times consumers prefer beverages like tea. the companies try to offer them higher margins .e. RETAILERS PERCEPTIONS Retailers stated that the consumers are loyal to the particular segment of the soft drink i. orange or lemon. As consumers are not very brand loyal where the purchase of soft drinks is concerned. Due to the high cost of soft drinks. coffee or other drinks like sharbat and squashes. Delhi market has highest per capita consumption in the country with 50 bottles per annum compared to 5 bottles for the country. Per capita consumption in India is among lowest in the world at 5 bottles per annum compared to 80 bottles in Thailand and 800 bottles in USA. cola. For this. the retailer push becomes a critical issue. it is not very significant. 43% of the retailers surveyed told that in soft drinks advertising is the key component in driving sales. But as far the loyalty for the brands in each segment is concerned.
Company should organizing campaigns & distributes caps. Asian & other tournament. hangers recto the shopkeepers as there are cheap and Q good source of advertising. Key rings. Company. Chilling equipments should provide on a cost basis. any event related to film awards and programmers of local importance. Company should provide others small advertising items in the form of garlands. pussels on which company packages are branded. client distributors & retailers. segments of customers I would like to suggest as under: Company should promote good and heart felt Slogans and Jingles. . glasses. serving tray.SUGGESTIONS Although it is very early to suggest any thing to such a internationally renounced company like Coca-Cola having in the mature stat e of marketing yet for the local market. Company should sponsor important event like World cup. based on the interactions & feed backs from various outlets. If possible should give schemes to the customers through newspapers having provision for discounts in purchasing its products.
Company should ensure good supply of stock. Company should give discount with every crate as is being done by Pepsi. A special shopkeeper‘s care cell should be formed to listen the shopkeeper‘s grievance on the lines of customer care cell. . Shopkeeper feedback should be taken in regular manner. Chilling equipments (like family freeze. Company should go for more monopoly counters. vizzi or Electric bottle cooler) should be provided to the outlets If there is any default found in the chilling equipment provided by the company should be repaired quickly when so required. Company should arrange seminars and meetings with dealers on an ongoing basis on monthly interval. There should be surprise check by the company to endure whether benefits of schemes provided by the company reach outlets or not and take corrective measures in case of default.
. Company should tap colleges and school canteens. No. Flexibility in the allot of monopoly items should be encouraged. of hoardings should be increased. Anti drug day world aids day etc. Company should elaborate public announcement on important days like Health day. Company should provide Tables. Chairs wall clocks. openers to the retailers as f or them type of free gifts are significant and they promote those company's products who provide such items to them . stands. They should be given extra discounts as these outlets give potential long run customers to the company. Some free gifts should also be given on established Brands to stimulance the retailer.
& promotion schemes c) Price b) Preference d) Easy Availability b) Pepsi 3) Which form of advertising and sales promotion strategies do you think is most effective for soft drink industry? a) Television Advertising c) Outdoor Advertising b) Newspaper Advertising d) Sales promotion schemes 4) According to you which company‘s advertising are more Creative and appealing? a) PepsiCo b) Coca-Cola 5) Do think the advertising done by the companies affects the .QUESTIONNAIRE FOR CONSUMERS Name: Age Sex: Location: 1) Which Company brand‘s of soft drink do you prefer? a) Coca Cola 2) Why do you prefer it? a) Adv.
sales of their respective soft drinks? a) Yes b) No 6) When you talk of soft drink advertising which all brands come to your mind? (Please specify in order of recall) --------------------------------------------------------------------------------------------------------------------------------------------------------------- .
a) Company Support c) Brand Name b) Consumer Pull d) Promotion Schemes .QUESTIONNAIRE FOR RETAILERS 1) Type of business is: a) Provision store c) Sweet Shop e) Tea Stall b) Hotel d) Dabha f) Any Other…. & Promotional Activities c) Easy Availability 4) Major sale of soft drink is due to? a) Availability c) Brand Name b) Price d) Promotion Schemes b) Brand Preference d) Price b) Orange e) Cloudy Lemon 5) What are the attributes that influence you to decide which brand of soft drink to keep? (Rank them on scale of 1-4). 2) Which segment of soft drink consumer generally asked for? a) Cola c) Clear lemon e) Others…………… 3) Why do think that a consumer ask for a particular brand of soft drink? a) Adv.
6) Does the promotional scheme of the company have any effect on the sales of soft drinks brands? a) Yes b) No .
com Newspaper Times of India Economic Times .pepsi. Kothari C.A.R.com www. Schiff man Leon.coca-cola. : : : : : Marketing Management Essentials of Marketing Research Research Methodology Marketing Management Leslie Lazar Kaunk Magazines Business world Coca-cola company booklet Pepsi company Booklet Websites www.com www. Sherlerkar S.com www.google.BIBLIOGRAPHY REFERENCES BOOKS:Kottler Philip Chunawall S. G.pepsico.A.
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