SUMMER TRAINING REPORT

ON

“Marketing Strategy Of

For JAIPUR Rural Market An Analysis & Prognosis”
Submitted to:

Centurion Institute of Professional Studies, Jaipur In partial fulfillment for the requirement (Two years full time programme)

Under the supervision of: Dr. Raghuveer Singh (Director) ACADEMIC SESSION 2007-09 FMS

Submitted by: Bhag chand Jat (PGDM-II Sem.)

CENTURION Centurion Institute of Professional Studies, Jaipur PREFACE

The PGDM curriculum is designed in such a way that student can grasp maximum knowledge and can get practical exposure to the corporate world in minimum possible time. Business schools of today realize the importance of practical knowledge over the theoretical base. The research report is necessary for the partial fulfillment of PGDM curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It gives the learner an opportunity to relate the theory with the practice, to test the validity and applicability of his classroom learning against real life business situations.

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The researcher has conducted a research on the visibility of An

Analysis of marketing strategy of

for rural market

jaipur region area.
AC KN OW LE DGE MEN T

“Nev er te ll a ny one th at y ou ar e do in g spe ci al, G oi ng o n a di et, E xerc isin g, t ak ing a c ourse, o r qu it ting smo kin g. The y’ ll En co ura ge y ou t o d ea th” --Lynn Johnston

Now having successfully tried all of the above, I must say I disagree with the quote, especially when it comes to prepare a project. When we are trying hard to get down to preparing a project like project on research methodology after a tiring day at college or Waiting for the dreaded rejection slip that hangs over every student’s head like a guillotine during the preparation of final project, at this time we need all the encouragement we can get. This encouragement is more effective than other that are given at another situation. It is very difficult to prepare a project almost when we

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are new for this experience. Without any help or guide it is not easy to achieve given target. It is my third time to give my report on research that is done by me. Here was very typical confusing work of it. The research work requires co-operation of many people and this work is no exception. It is difficult to thank individually all the persons who patronized this work. The researcher had asked for favors, borrowed ideas, expressions and facts from so many that it would require one volume to give credit to all. So, the researcher wants to thank all the patrons of this report. I take the opportunity to express my deep gratitude to Hindustan Coca-Cola Beverage pvt Ltd. To taking me as a summer trainee & extending me their full support & co-operation towards the completion of this project. First and foremost, I express my deep sense of gratitude to Mr. HARVINDER SINGH CHABADA ( Sales Team Leader of Hindustan CocaCola Beverage Pvt Ltd. Jaipur).His helping nature and his enthusiasm has been source of constant inspiration.. His unhitching support during my work is very admirable. He is the true driving force behind this work throughout, constantly encouraging us to do my best and inspiring us to aim higher.

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I aiso would like to give gratitude to Mr.Breajpal singh Shekhawat (Market Developer) for help in project. I gratitude to Dr. Raghuveer Singh (Director FMS, Centurion Institute of Professional Studies, Jaipur), whose provide me this training & give guidelines to complete the project. I am also very thankful to all the faculty members, the whole college staff for providing me with necessary facilities and support, essential for bringing out this work in a short time. We want to thank our friends who extended their cooperation and were patient at all stages of our work. Last but not the least, we are thankful to all Retailers who gave us their precious time and support to fulfill this task, without their cooperation the study would not have seen the light of the day& complete. BHAG CHAND JAT PGDM CIPS JAIPUR

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EXECUTIVE SUMMARY
Gone are the days when people were very unsure about the future and hardly cared about it in terms of technological developments. But the situation has changed now. In the new millennium, people often feel a growing uneasiness about the future. Certainly many countries today are suffering from chronic high unemployment, a persistent deficit of economy and gradual deterioration of purchasing power. Nations are passing through a phase of rapid transformation. Two forces are mostly responsible for these types of drastic changes; they are explosive growth of trade and international competition and the other force like technological change. This new era has witnessed remarkable advancement in the availability of information and a number of large companies operations in such market where the principal of natural selection lead to “survival of the fittest”. Market provides a key to gain actual success only to those companies which match best to the current environment i.e. “imperative” which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on the availability of good quality products and excellent services, which further attract and add a golden opportunity for huge sales. This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year. This report introduces a brief study of marketing strategy and sales promotion technique of of Coca-Cola for retailers. The study report will provide an opportunity to know retailers psychographic needs, it may provide an opportunity to the Coca-Cola to frame a good future plan to satisfy maximum needs, taste preferences of the retailers and established

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its guiding role in the market of Jaipur Rural region & in marketing plan in particular area. An Analysis report provide a detailed information about prevailing market competition and thus prepare itself to meet the market challenge by making adjustment in its new strategy and promotions activities. .

TABLE of CONTENTS
TITLE PAGE…………………………..……………………………. PREFACE …………………………………………………………… ACKNOWLEDGEMENTS……………………………………….. EXECUTIVE SUMMARY……………………………………….. CHAPTER 1. INTRODUCTTION CHAPTER 2. OVERVIEW ABOUT COCA-COLA i ii iii-iv v 1 3-6

Mission of coca-cola………………………..…… 4  Vision of coca-cola…………………………….  Value of coca-cola………………………………….

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6 7-54 7-9 10-18 19 20-30 31-37 38 39 40-41 42-48 49-50 51-53 54

CHAPTER 3. ABOUT COCA-COLA COMPANY             Plants of Coca-Cola India..………………………………. Mfg process of products………………………………….. Brands of Coca-Cola India………………………………. Product introduction……………………………………… Prestige of coca-cola………………………………………. Stories of coca-cola……………………………………….. Collectors club of coca-cola…………………………….. Enviourmental performance indicators……………… Frequently asked coca-cola questions………………… Myths & facts…………………………………………………. Life at coke…………………………………………………… C.E.O Desk………………………………………………………

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CHAPTER 4. RESEARCH METHODOLOGY  Objective of research work…………………………………  Working methodology………………………………………. CHAPTER 5. ANALYSIS  Coca-cola marketing strategy……………………………..  Market segmentation model………………………………  Classification of outlets……………………………………..  Brand order system of coca-cola………………………..  Sales promotion strategy…………………………………..  Sales promotion tools……………………………………….  Objective of sales promotion……………………………..  Methods of sales promotion………………………………  Channel management system…………………………….  Distribution system of product in market…………...  Market allocation of coca-cola…………………………..  Market execution standards………………………………  Activation elements………………………………………….  Essentials elements of all channels…………………… CHAPTER 6. LIVE PROJECT WORK AT KHATUSHYAMJI Project work title & team…...……………………………….. Formation of work……………………………………………… Outlets where install coolers……………………………….. Coolers installation process………………………………… Benefits of cooler installation & activation elements Live experience…………………………………………………..

55-60 56-58 59-60 61-113 61-68 69 70-73 74 75 76 77-78 79-81 82-83 84-85 86-87 88-109 110-112 113 114-123 115 116 117-118 119 120-122 123 124-125 126-127 128-129 130-132 133-134

     

CHAPTER 7. FINDINGS CHAPTER 8. COCLUSION CHAPTER 9. LIMITATION OF RESEARCH WORK CHAPTER 10. RECOMMENDATION CHAPTER 11. SIGNIFICANCE OF THE RESEARCH WORK

BIBLIOGRAPHY

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INTRODUCTION

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This project is made on the project title is “Marketing

Strategy of Coca-Cola for Rural Market of JAIPUR Region an analysis & prognosis”.
The purpose of this project is to know about the Consumption

of soft drinks has increased tremendously in India. Every age of group like it, now days it become a household necessary item. In field of marketing many kind of surveys are conducted by Coca-Cola team time to time. This is end & last feedback for any kind of organization. By the specific survey, which was conducted by Coca-Cola organization want to know about the right picture of market of rural jaipur region? This work study provides extensive information about the position of company’s brand in rural jaipur.

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CHAPTER 2

OVERVIEW ABOUT

COCA-COLA

Every person who drinks a coca-cola enjoy moment of refreshment and shares an experience that millions of others have savored. All of those individual experience combined have created a worldwide phenomenon – a truly global brand. The Coca-Cola company, nursing the global community with the world largest selling soft drinks since 1886, returned to India in 1993 after a grape of 16 years giving a new thumbs up to Indian soft drink market. In the same year ,the company took our ownership of the nations top soft drink market brands & bottling market. No wonder our brands assumed an iconic status in mind of consumers. Coca-Cola serves in india some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinely (packaged drinking water). The biz.system of coca-cola in India directly employs apporxmatly 6,000 people, & indirectly creats employment for many more related industries throw our wash procurement , supply and distribution system. The vast Indian operations comprise 25 company owned bottling operations & 24 franchise –owned bottling operations . the apart a network of contract packers also mfg. a range of the product for company. On the distribution front ,10 tone trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities, ensure that our product available in each corner of the country. The coca cola is reasponsible for the mfg. distrubtion & sales of product across the country. A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste the life \. It is with enjoyment.

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MISSION OF COCA-COLA

To refresh the world in mind, body & sprit. To make a difference in our product. To inspire moments of optimism through our brand and action.  To create a value in brands & difference everywhere we engage. To do everything differs. Our product in each hand. Being a global leader in beverage.

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VISION OF
Profit People : :

COCA-COLA

Maximize the return of shareholder. Establish a great place to work where people are inspired to the Best they can do.

Portfolio :

Bringing to the world a portfolio of beverage brands that Anticipate and safely people’s desire & need.

Partners : nurturing a winning network of partners & building a mutual Loyalty. Planet : Being a responsible global citizen that makes a difference.

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RESEARCH METHODOLOGY

TITLE OF THE STUDY: The title of the study is “Marketing

Strategy of Coca-Cola for

Rural Market of JAIPUR Region an analysis & prognosis”.

According to the title the research problem is “What are marketing strategy & sales promotion techniques of Coca-Cola for retailers in rural market”.

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Type of ResearchExploratory Because I am this research I am exploring the strategies of company

OBJECT OF THE WORK Consumption of soft drinks has increased tremendously in India. Every age of group like it, now days it become a household necessary item. In field of marketing many kind of surveys are conducted by Coca-Cola team time to time. This is end & last feedback for any kind of organization.

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By the specific survey, which was conducted by Coca-Cola organization want to know about the right picture of market of rural jaipur region? This work study provides extensive information about the position of company’s brand in rural jaipur.

VARIABLES

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Marketing variables
1.

Display items

2. Visicoolers

Sales Promotion variables
1. Discount for retailers. 2. Scheme for retailers.

OBJECTIVE OF THE WORK STUDY

To get the retailer’s wants in terms of product selling.

• To know effectiveness of the marketing strategy & sales promotions in market. • Visicoolers survey in rural market of jaipur region.

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• Ensuring the visibility of the product. • Ensuring the availability of products in outlets.

Analyzing the effect of scheme.

• Analyzing the effect of discounts. • Evaluating the competitor’s strength & weakness in rural market. • Retailer’s expectation from company.

WORKING METHODOLOGY ROUTE VISIT:We visited the routs with the distributer’s vehicle where the distributer supplies the products. I observed the display norms for outlets in all route & each type of outlet.

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Every morning I went to one corresponding route & observed all techniques of selling product to retailers by Coca-Cola salesman & also try to know the mentality of the consumers and retailers. I visited flowing route with salesman.
1. J.K.COLD DRINKS CHOMU DISTRIBUTR

2. MADENLAL SATYANARAYAN RINGUS 3. KHATUSHYAMJI 4. SHRIMADHOPUR 5. SAMOD 6. RENWAL 7. PHULERA 8. NEEM KA THANA 9. HARMADA 10. AJEETGRADH

With this work I take interview in that I asked to retailers about visicoolers & display items. I asked them about low sales, pesticides effect and other thing. 1. Count the number of emty per outlet. 2. How much empty palace in a shop. 3. Find out new outlet which wants cooler.

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4. Find out which outlets owner want to buy and sell CocaCola products.

EDS SURVEY:•

In this survey we checked warm and cold stock of coke & Pepsi.

• We also checked amtey & annual sales of cold drinks and water.

We tried to solve retailers problem and we checked sales promotion scheme is they getting.

• We also checked sign board, wall painting, rack, stand rack, counter rack & poster. • In last I take consumer & retailers feedback.

Analysis

RESEARCH FOR MARKETING SRRATEGY
COCA-COLA MARKETING STRATEGY

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Focus on availability of products in market.

• Focus on availability of products in outlets. • Coke products visible for consumers. • More focus in rural area. • Regular market vigilance by market developer. • Distribution of product according locality. • Extra focus on monopoly outlets. • Aggressive rural area advertisement. • Social festival in rural areas. • Target core brands. • Satisfy market priorities. • Focus on villages’.

Focus on availability of products in market.
Coca-Cola works on dikega to bikega philosophy.

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This is the main formula of the marketing straregy of each company. So availability of product in the market is clear. For this reason market developer daily come in market to check their product availability.

Focus on availability of products in outlets.
There is big difference between the availability of products in market & outlets. Coca-Cola want that their product displayed in each outlet in market so it is important that the product first available in market after than it put on outlets. Best example

(Khatushyamji market)

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Focus on visibility of coke product in outlet
The aim of Coca-Cola is that its product should be visible for the customers so company gives to retailers racks so many display items. Now days the company is giving visicoolers to retailers for visible their chilled product in market for more sales.

More focus in rural area.
“The rural market is a significant part of our sales promotional discount scheme which is enabling us retailer’s link with our product”.
Herminder Singh chabada (STL) Coca-Cola

According to company sources main focus now on rural market. In 2000 the Coca-Cola India spokes women Nantoo Banerjee said that.

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“The real market in India is the rural market. If u can crack it, there is tremendous potential.” CCI begin focus on rural areas after 2000 in order to increase volumes. This decision is giving a huge size & potential market to company. It is clear that CCI would have shifted its focus to rural market.

“THANDA” GOSE RURAL
In early 2002 CCI launched a new advertising campaign for attract more rural consumers. The aids with India leading bollywood star Amir Khan. With movie of lagan. The tag line of aid is

(Thanda Matlab

Coca-Cola)

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Regular market vigilance by market developer
To know the position of Coke’s product in the market coca-cola appoint some executive those go in market & check availability, visibility of product, take care companies assets, check visicoolers and talk to shopkeeper & take feedback about their product.

Distribution of product according locality.
Coca-cola company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which

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have low selling where company gives small schemes to the shopkeeper.

Extra focus on monopoly outlets
Outlets which only sales coca-cola product and gives good sale to company, Are consider in this category company gives extra schemes, discount and other gift to these shops and tries to keep them happy and make long relationship. Problem of these kind of outlets resolve as soon as possible

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Aggressive advertisement
Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces different schemes and advertises them with electronic and print media. These advertisements build Brand image and establish awareness. Brand ambassador play an important role. Brand ambassador encourage the today youth to trust their instincts, influence them. Successful advertisement campaigns like “taaza mango , maaza mango” and “ botal mein aam, maaza hain naam”. Halp lot to make market image of maaza. Coca-cola advertising cam gains Jo Chaho Ho Jaye. &

Life Ho To Asi
youth vocabulary.

were very popular & had entered in

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In 2002 company launched the campaign “Thanda

Matlab Coca-Cola”

which is sky rocketed the

brand to make.Coca-Cola lunched so many advertising for rural market capture Amir Khan’s aid “Oye

soniyoThanda piyo

Social festivals in rural areas.
Coca-Cola Company time to time introduced rural social festival. In 2007 company launched JALASA programmed in so many rural areas like RINGUS, RENWAL, CHOMU, PHULERA, for take attention of the consumers.

Focus on villages’

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Now coca-cola considers more on villages after semi urban areas. Company making now days strategies for villages because they know India leave in Villages.

MARKET SAGMATION MODEL OF

COCA-COLA
Markets can be segmented along 3 lines- Outlet Volume, Locality Income, & Channel cluster. SEGMANTION

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Channel Cluster Grocery Eating & drinking Convince

Locality income

Outlet Volume

Low Medium High

Diamond Gold Silver Bronze

Classification of Outlets on the basis of volume

Outlet classification Diamond Gold Sliver Bronze

Ko Vpo SLAB(phy C/s >800 500-799 200-499 <200

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Types of outlets
Grocery:Outlets which primarily engaged in retailing of food and various household items. It include neighborhood outlet stoking provisions, edible & general household items of daily usages E.G., commodities like flour, pulses, rice & branded household items like toothpaste, mosquito oil, soap etc.

E & D:-

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Outlets selling items to eat which are being cooked within outlet, made at the outlet & possibility consume in outlet. They may have place of sitting. It includes QSR/Bakery/MITIE Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps etc.

Convenience:Includes outlets which are small stores or soap generally accessible locally. These are often located alongside busy roads. It includes Chemists soap/STD booths/Pan Bidi soaps etc.

E & D includes flowing outlets. Take away
On the go or consumption out of premise food & drink purchase lead by convenience or impulse.

Fast food33

Self service with limited menu.

PubsOutlets selling alcoholic beverages & snack items. May be open till late at nights or 24 hrs.

DhabaSituated on roadside & market places catering cost effective Indian food.

Convenience includes: Pan shopSemi- temporary kiosk located near the road side selling Cigarettes, beverages and other confectionary items.

Outlet at petrol pumpsConvenience outlets selling top up items, may be open till late at nights or 24 hrs.

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Travel & convenience kiosksPermanent kiosks within the airports/ railways/ bus stand premises (inside or outside) selling only beverages or a food & beverage kiosks.

BRAND ORDER SYSTEM OF COCA-

COLA

COLOJ-K

Cola

Lemon

Orange

Juice

Kinely

Thums Up Coke

Fanta

Kinely

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Limca Sprite

Maaza

SALES PROMOTION STRATEGIES OF

COCA-COLA
Introduction:Our world today is characterized by promotion. Every day when we open the newspaper or saw view on t.v channels we are bombarded with advertisement.

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Just look at the prized sponsored by several firms at the end of well know television programmed like Shaktimaan on Doordarshan, Airtel des ki aawasj dus ka dum, Indian idol. Channels it isn’t the prized on the television to attract the costumers it may have discount coupons, gifts & several similar incentives program creatively. Designed by marketer that draws the customer’s brain in the organization.

Sales promotion is one of the most loosely used terms in marketing but in beverages companies it use separate. Sales promotion consist short term invectives to encourage purchase & sales or services.

WHO USING SALES PROMOTION TOOLS

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SALES PROMOTION tools are used by most organization including manufactures, distributers, traders, non profit instructions & retailers etc. Today many customers packaged goods company’s sales promotion accounts for 75% or more of all marketing expenditure. Sales promotion 12% annually, compared with advertizing increase of only 7.7%.

Sales promotion is basically in 3 Forms. Consumer promotion:-Targeted final buyers. Trade promotion: - Targeted retailers & wholesalers. Sales force Promotion: - Targeted the numbers of sales force

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WHY

COCA-COLA USING

SALES PROMOTION (Objective of sales promotion)
Sales promotion is main tool for increasing sales so flowing causes for adopting sales promotion. 1. To stimulate the demand by popularizing product 2. To face competition effectively. 3. To keep the memory of products in mind of consumers. 4. To supplement the personal selling & advertising. 5. To establish the large market segment. 6. To capture more market share from competitor. 7. To maintain the market. 8. To attract distributers towards our brands. 9. To attract more consumers by gave them free gifts on products. 10.To include middle man wholesaler & retailers to purchase goods in large quantity by offer them more

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facilities on higher trade more cash discount, bonus etc. 11.To arrest seasonal decline in sales.
12. To

assist sales man in increasing sales, achieving sales

target & salesman’s activities for problem sales. 13.To help of new products this introduced in market recently. 14.To introduce such sales promotion methods as to adopt aggressive selling and their by increase sales. 15.To stimulate market research.

METHODS OF SALES PROMOTION

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Various typs of sales promotion methods are being used in organization in Coca-Cola these following methods are using in sales promotion technique. 1. Consumer sales promotion methods. 2. Traders, wholesalers, retailer’s sales promotion methods.
3.

Sales force promotion methods.

1. Consumer sales promotion methods:Consumer
sales promotion methods are those

methods which are directed at consumers to induce them to buy the company’s product the are some consumer sales promotion devices.

• Free trails. • Samples • Premium • Bonus stamps • Cash refund offer

2.Trade sales promotion method:

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Trade sales promotion is an incentive given to middle man to buy Goods in large quaint form the producer or

manufacturer. The main sales promotion methods are such as: • Discount • Display and advertising allowance • Buy-back allowances • Store demonstration

Free goods

• Free tours etc.

3.Sales promotion method:
Sales promotion method is those methods which intended to motivate the sales force to increase sales. These methods support a sales man to perform his job more effectively and sincerely.

• Bonus to sales force

Sales force contests

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• Sales

meeting

convention

and

conferences

Promotion strategies
A promotion strategy is an important element of market strategy. A key ingredient in marketing campaigns consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or trade.

Cooperate objective

Marketing objective

Marketing Strategy Production Pricing Distribution

Promotion Advertising Sales promotion Personal selling Publicity

Customers

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Sales

CHANNEL MANAGEMENT
Part of marketing strategies

COCA-COLA
The partner type relationship with bottlers Franchise owned bottling operation [FOBO], as well as Company owned bottling operation [COBO] network of the channel management mostly cover these type bottling. It is this way in Coca-Cola India strengths in its marketing that gives it an edge. Every number of its sales team is meticulously taught the merchandising & display skills that can leverage the reach of the company’s bottling network to achieve high visibility of the product. [FOBOs] & [COBOs] Coca-Cola India work under two type of bottling operation.
1. [FOBO], Franchise owned bottling operation.

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2. [COBO] Company owned bottling operation.

COBO Company sells product own self.

Some of the COBOs of the company are at.
Mumbai Banglore Ahemdabad Chennai Calcutta. U.P.unit

FOBOs

The concrete is being on sold of products by franchise system the mfg. & the franchiser sell products in market.

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Leaving COBOs the FOBOs are rest in cities of India. Some of them are Delhi, Punjab, Bihar, Nagpur, Goa. Bhuvenesher, Hyderabad etc.

DISTRUBTION SYSTEM OF PRODUCTS IN MARKET
Distribution of products is main point of the marketing strategy of the companies. How the product distribute in market as much as possible. Coca-Cola India distributes its product in market from its warehouse in two types. 1. Direct route. 2. Indirect route.

DIRECT ROUTE
Where company supply its products in market by company route or its agent route by company owned delivery vans. In jaipur city company have direct route.

INDIRECT ROUTE

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Indirect routes are those in which Coca-Cola products are supplied to its distributers appointed in different areas. Than distributers distribute products in market by their own tempo or vehicle. Total number of indirect routs in Jaipur rural region is more then 100

FLOW OF DISTRIBUTION SYSTEM

Market

Direct Route

Plant

Warehouse Indirect Route Distributer M

arket

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DISTRIBUTION @ RAJASTHAN Total market of Rajasthan divided into 8 divisions namely. Jaipur, jodhpur, Udaipur, alwar, kota, siker, shriganganeger, ajmer

MARKRT ALLOCATION Of

Coca-cola

Coca-Cola has concentrate in 4 types of markets

Emerging market. Like
China & India, where there is low per capita

income but are a good potential for investment because of their large size of population.

Leading Market.
Where it is lead the market in maintenance, consolidation, & selling,

Critical mass market.
Where Coca-Cola has maintained & defend its position against competition.

Low Share Market.
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Markets where Coca-Cola has low shares but where presence is required.

TARGET CORE The Coca-Cola Company has teirweekly targets, Sales executive, marketing executive, market developer, sales persons & other get targets. After completing their targets the company give them good intensive which attract them to work with their full potential.

FOCUS ON FRANCHISING WITH BUILDING A CORE OF COMPANY OWNERS.
Company now planning a franchising with building a core for all routes so that supply of products should be on the time and the company demand “Availability of Product” can be meet.

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MARKET EXECUTION (Activation) STANDARDS OF

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COCACOLA

Standards for different types of outlets
CHENNAL:- GROCERY OUTLET CATEGORY:- DIAMOND Availability standards of products

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200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely Maaza

-

Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS
Locality income 20 c/s visi 9 c/s visi low

30 c/s visi 20 c/s visi

Medium/high

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ACTIVITION STANDERDS Essential activation standards:• Display Rack (at least 1) • 3 Tier Rack with Header(should pure 50%charged by coke products) • Self Display (other than rack, mini.8 facing of any pet displayed & visible. • Price communication & visi cooler @ prime position.

Optional activation standerds.
• Counter Top. • Aerial Mobile Hanger. • Crate Display. • Road Standee/Flange/Signage.

EXECUTION STANDERDS
CHANNEL: - GROCERY CATEGORY: - GOLD OUTLET

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Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Only for few locality income. Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Necessary.

COOLER STANDERDS
Locality income 9 c/s visi 7 c/s visi low

9 c/s visi 20 c/s visi

Medium/high

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ACTIVITION STANDERDS Essential activation standards:• Display Rack (at least 1) • 3 Tier Rack with Header(should pure 50%charged by coke products) • Self Display (other than rack, mini.8 facing of any pet displayed & visible. • Price communication & visi cooler @ prime position.

Optional activation standerds.
• Counter Top. • Aerial Mobile Hanger. • Crate Display. • Road Standee/Flange/Signage

CHANNEL:- GROCERY

OUTLET CATAGERY- SILVER

Availability standards of products

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200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS
Locality income 4 c/s visi 7 c/s visi low

7 c/s visi

-

Medium/high

ACTIVITION STANDERDS

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Essential activation standards:• Display Rack (at least 1) • 3 Tier Rack with Header(should pure 50%charged by coke products) • Self Display (other than rack, mini.8 facing of any pet displayed & visible. • Price communication & visi cooler @ prime position.

Optional activation standerds.
• Counter Top. • Aerial Mobile Hanger. • Crate Display. • Road Standee/Flange/Signage.

CHANNEL:-GROCERY BRONZE
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OUTLET CATEGORY-

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Thums Up+[coke,limca,sprite,fanta(any3)] Maaza -

COOLER STANDERDS
Locality income 2 c/s visi PVC ICE BOX Low Medium/high

ACTIVITION STANDERDS
• 1 Tier Rack • Price communication & visi cooler @ prime position.

58

CHANNEL-E & D DIAMOND

OUTLET CATEGORY-

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Maaza Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS
Locality income 20 c/s visi 9 c/s visi low

30 c/s visi 20 c/s visi

Medium/high

59

ACTIVITION STANDERDS Essential activation standards:• Combo standee(mini3 nos.)/combo wall hanging(mini 3 nos.)/menu board with combo communication (at least 1 of 3 option). • Branded table mats/Branded menu card/table top vinlys(at least 1 of 3 option) at least 5 nos. or all tables if less than 5 tables. • Flange/Road Standee/Glow sign board(at least 1 of these 3) • Price communication & visi cooler @ prime position.

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CHANNEL-E&D GOLD

OUTLET CATEGORY-

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Maaza Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS
Locality income 7 c/s visi 9 c/s visi low

9 c/s visi 20 c/s visi

Medium/high

61

ACTIVITION STANDERDS Essential activation standards:• Combo standee(mini3 nos.)/combo wall hanging(mini 3 nos.)/menu board with combo communication (at least 1 of 3 option). • Branded table mats/Branded menu card/table top vinlys(at least 1 of 3 option) at least 5 nos. or all tables if less than 5 tables. • Flange/Road Standee/Glow sign board(at least 1 of these 3) • Price communication & visi cooler @ prime position.

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CHANNEL-E&D SILVER

OUTLET CATEGORY-

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Maaza Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS
Locality income 4 c/s visi low

63

7 c/s visi

7 c/s visi

-

Medium/high

ACTIVITION STANDERDS Essential activation standards:• Combo standee(mini3 nos.)/combo wall hanging(mini 3 nos.)/menu board with combo communication (at least 1 of 3 option). • Branded table mats/Branded menu card/table top vinlys(at least 1 of 3 option) at least 5 nos. or all tables if less than 5 tables. • Flange/Road Standee/Glow sign board(at least 1 of these 3) • Price communication & visi cooler @ prime position.

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CHANNEL E&D

OUTLET CTEGORY-BRONZE Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Thums Up+[coke,limca,sprite,fanta(any3)] Maaza -

COOLER STANDERDS
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Locality income 2 c/s visi PVC ICE BOX Low Medium/high

ACTIVITION STANDERDS
• Table top Display. • DPS/Flange/Road standee. • Price communication & visi cooler @ prime position. CHANNEL-CONVIENCE OUTLET CATEGORY-DIAMOND

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Maaza Maaza Thums Up+[coke,limca,sprite,fanta(any3)] Diet coke, Coca-cola (only for medium/high income Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS

66

Locality income 20 c/s visi 9 c/s visi low

30 c/s visi 20 c/s visi

Medium/high

ACTIVITION STANDERDS Essential activation standards:•

Table top display unit/Hanging rack (at least 1 , should be pure& atleast 50% charged).

• DPS/Flex board/glow sign board /road standee/flange (at least 1 of the above). • Flange/Road Standee/Glow sign board(at least 1 of these 3)

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• Arial mobile hanger (with at least 4 mobile hanger displayed at front of store). • Price communication & visi cooler @ prime position.

CHENNAL-CONVENIENCE

OUTLET CATEGORY-GOLD

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml

Maaza Thums Up+[coke,limca,sprite,fanta(any3)]MZA Thums Up+[coke,limca,sprite,fanta(any3)]M/H .IN Diet coke, Coca-cola (only for medium/high income

68

500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any2)]

COOLER STANDERDS
Locality income 7 c/s visi 9 c/s visi low

9 c/s visi 20 c/s visi

Medium/high

ACTIVITION STANDERDS Essential activation standards:•

Table top display unit/Hanging rack (at least 1 , should be pure& atleast 50% charged).

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• DPS/Flex board/glow sign board /road standee/flange (at least 1 of the above). • Flange/Road Standee/Glow sign board(at least 1 of these 3) • Arial mobile hanger (with at least 4 mobile hanger displayed at front of store). • Price communication & visi cooler @ prime position.

CHANNEL-CONVENINENCE

OUTLET CATEGORY-SILVER

Availability standards of products

70

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Thums Up+[coke,limca,sprite,fanta(any2)] Maaza Thums Up+[coke,limca,sprite,fanta(any2] -----------------------------------------------Thums Up+[coke,limca,sprite,fanta(any3)] Maaza Thums Up+[coke,limca,sprite,fanta(any3)]

COOLER STANDERDS
Locality income 4 c/s visi 7 c/s visi low

7 c/s visi

Medium/high

ACTIVITION STANDERDS Essential activation standards:-

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Table top display unit/Hanging rack (at least 1 , should be pure& atleast 50% charged).

• DPS/Flex board/glow sign board /road standee/flange (at least 1 of the above). • Flange/Road Standee/Glow sign board(at least 1 of these 3) • Arial mobile hanger (with at least 4 mobile hanger displayed at front of store). • Outside crate display (min.3 crate with crate wrap). • Price communication & visi cooler @ prime position.

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CHANNEL-CONVENVENENCE

OUTLET CATEGORY-BRONZE

Availability standards of products

200ml/TP 250ml/200ml mz 300ml 330ml 500/600ml 1.Ltr/1.2/1.5/2Ltr Maaza,Kinely

Thums Up+[coke,limca,sprite,fanta(any3)] Maaza -

COOLER STANDERDS
Locality income 2 c/s visi PVC ICE BOX (2 covers) Low Medium/high

ACTIVITION STANDERDS
• Table top Display. • DPS/Flange/Road standee.

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• Price communication & visi cooler @ prime position.

ACTIVATION ELEMENTS
GROCERY:• 3 Tier Rack. • 1 Tier Rack. • Aerial Mobile Hanger. • Table Top Display. • Self Display.

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EATING & DRINKING:• Tripod stand. • Lit Combo. • Non-Lit Combo. • Salt & Pepper Tent Card. • Regular Tent Card. • Menu Boards. • Changeable Insert Boards. • 3 Cups Strategy Unit.

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• Changeable Standee. • Changeable Hanging Insert brd. • Counter Utility Display

CONVENIENCE

• 1 Tier Rack • Table Top Rack. • Aerial Mobile Hanger.

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ESSENTAIL ELEMENTS FOR ALL CHANNELS
• Price Strips. • Shelf Strips. • Price Cards. • Cooler Door Tray. • Dealer Board / DPS. • Bottle Neck Header. • Crate Wrap. • Non-Lit Flange.
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• Standee.

LIVE PROJECT WORK @

KHATUSHYAMJI
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In two months summer training work we receive an exclusive project work. The work done at

Khatushyamji Market.
Project work:- Set up cooler in KHATUSHYAMJI Market. Team Coordinator:- Kayen Sharma (Sales manager south zone @ Rajasthan Team Leader:- Hervinder singh chabada (STL) JAIPUR up countery Team Member’s:- Umesh uppadhiya(SGA EX), Manave Srivastav(ME), Efti Mohemad (Sales Executive) Siker Churu. Raju singh (Market Developer), Mr. Brij Pall Singh (Market Developer) Bhag Chand Jat Summer Trainee.

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The distributer of Ringus & khatuShyamji Also gave their precious time to complete the project.

Process of project work
The following steps adopt for complete work the work.
• •

Identify OUTLET which sale coke product. The shopkeeper’s demand & agreed FOR MONOPOLY(SALE EXL COKE PROD)

Prime location(Out side or at the enterence) outlets which attract more foot fall (costumers) towards the store.

• Ready for all agreement those have Coca-Cola. OUTLETS WHERE SET COOLER

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OUTLET NAME

C/S

Shyamkirana store 9 Shyamkirana store 9 Chuoudhary Resturant 9 krishna cold drink & computer 9 ShyamHotel 30 Vinod misthan 9 Ramratan cold drink 9 Guruji Medical 9 Milan Resturant 20 Chuoudhary Misthan 9 Shyamkirana store/Bhinda 9 Pawan Misthan 9 Sharma Pan Bhandar 9 Anil cold drinks & Gen. 9 Sharma Pavitra Bhojnaliya 10

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Khendelwal Bhojnaliya Raj Pan Bhandar Sagarmal PurshotamDhut Pareek Cold Drink Pinky Pan Palace Monica Juice Mamta Resturant Santosh Misthan Sharma tea stall Kanhiya Cold Drinks krishna garden Shyammistan bhandar Mandir Mistan Asha Cold Drink Shiv Shakti Traders Achera Cold Drinks Shree ShyamJuice Asha Bhojnaliya Jodhpur Misthan Lichey house

9 9 9 9 7 9 9 20 9 10 9 9 10 9 9 9 9 9 9 9

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We install total 36 coolers in outlets. Mostly coolers put Outside the Soap to attract more consumers.

COOLER INSTALATION process
Company set the coolers in a systematic way the way is following. 1. To know where the cooler is sitting inside the outlet or outside the outlet.
2. If outside than the night cover is set at the palace where the cooler

will set. 3. After establishment of the guarder than cooler set in guarder. 4. When cooler has been set in guarder than the price communication on cooler tray & set the trays properly in coolers.
5.

When the cooler is properly installed @ outlet after it charged by coke products as follow the brand order.

6. We also set the menu boards with combo on E & D outlets. 7. On small convienence outlets we put their also hanging rack. 8. Set up warm display on outlets.

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BENEFITES OF INSTALL A COOLER OUTSIDE THE OUTLET • Larger income. More consumers will buy beverages from soap. • Increase in selling space. • Outside cooler arouses more consumers’ interest and increase sales through good beverage exposure. • Outside outlet, it enlarges the amount of consumers visiting outlets. • Easier access to chilled product triggers the consumers purchase impulse. • Effective use of soap space. Saving store/warehouse area.

Attractive and convenient form of beverage presentation.

• Complimentary installation and services. Pita –population+inciedence+transation+av .profit BENEFITES SETTING A COOLER INSIDE THE OUTLET.

• Larger income. More consumers will buy beverages from soap. • Easier access to chilled product triggers the consumers purchase impulse. • Chilled beverages taste better & hold greater value for consumers. • Effective use of soap space. Saving store/warehouse area. • Complimentary installation and services.

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BENEFITES OF INSTALLING A VISI COOLER • Attractive presentation of products. • Consumer’s connivances easier access to the product. • Increase in sales and income. When consumer see the product he willing to buy it. • It fills the consumers want & willingness. • The salespersons easily know that what is in our cooler. BENEFITS OF SETTING UP MENU BOARDS WITH COMBO • Transaction value increases (meal+beverages) and as a result, raises trade turnover and income. • Attractive offer for the consumers. • Combo visualization shortens consumer’s decision making time. • Chosen meals purchase suggestion makes dish preparation and sales planning easier. • Seeing “saving” communication consumers perceive combo as promotion and buy them more willingly.

Combo price is prominently visible to the consumer.

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BENEFITES OF SETTIN UP HANGING RACK • Easier access to product for consumers. • Easier product merchandising. • Product in order and visible. • Selling space enlargement using small outlet space. • Placed on consumers route will trigger impulse so that a lot of consumers will buy beverages in soaps thus increasing transaction value.

BENEFITES OF SETTING UP WARM DISPLAY

• Attractive presentation of products in coolers. • Consumer’s connivances easier access to the product. • Increase in sales and income. When consumer see the product he willing to buy it. • Time: less time spent by the soap staff in filling up product. • It fills the consumers want & willingness.

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• Seeing “saving” communication consumers perceive display as promotion and buy them more willingly.

LIVE EXPRIENENCE
In last I can say that the project successfully done by us. I gratitude to all staff of coca-cola those include me in this kind of live project.It is a live & imagines experience for me. I always remain it in my life. After successfully completed the project kayan sir told to me that

87

till today’s you learn only book knowledge. In project you learn the practical knowledge. This practical is a beneficial for you so remember that whatever you learn from here mention on a paper & always remain. it is useful for you in future.

Bhag Chand Jat

FI NDI NG S

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• Price factor (price has increased in compression of 2006-07)

Competition with local drink like- Fruit juice,lemon water, sharbat & lassi.tea

Competition with local drink brands likeJayanti,Lijjet, Premji in small areas.

• C/s problems.

Irregular supply in small villages.

• Find purity Coca-Cola visicoolers. • I find so many OYC, VISI, D-FREEZE & other company freeze in different areas in differ region.

89

• Found so many outlets they want visi coolers from Coca-Cola. • Also found dead & useless coolers. • Some retailers complain about the service & repair of coolers.

CONCLUSION

90

I had a project on marketing & sales promotion techniques of Coca-Cola for retailers in rural area of jaipur region. The research project work conduct in different areas of rural JAIPUR region. Like: - CHOMU, RINGUS, SAMOD, KHATUSHYAMJI, PHULERA. HARMADA, SHRIMADHOPUR, NEEMKATHANA, AJEETGRADH & more. In last I conclude the work study that……………….. • The marketing strategy of Coca-Cola is better than its main competitor.

The sales promotion techniques likeDiscount to monopoly retailers & schemes on products is better than the competitors.

• The market share of coke products is higher than the other products. • Thums-Up is the leading brand of coca-cola in different regions. • Sale of product is based on display because we saw this on KHATUSHYAMJI market.

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Company investing more focus now in rural areas. on his retailers,

Advertising campaign of Coca-Cola now can see easily on villages like sign board, hoardings on highways, banners @ outlets.

• I found the proper display of products in racks & in coolers. • Sales of products are increase rapidly @ khatushyamji market where I do work study mostly.

LIMITATIONS OF THE RESEARCH WORK

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Considering the fact that nothing is prefect in the world. Every individual bound to make mistake at some points. It’s genuine.

The study was restricted to Jaipur Rural region only, so it was difficult to generalize the interpretations would be make out of the findings.

• Limited knowledge of the researcher in the field of research may lead to interpretation errors.

• The result has not been tested.

• The respondents may be based or influence by other factor.

• Information collection took 60 days.

• A busy schedule of dealers/ retailers also makes the collation of information a very difficult one.

• The projection is purely based on verbal meetings and may be influenced by unprecedented factors.

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• Non-co-operative behavior of respondent was a big problem in this survey. • White studying the report the above fact should be taken into consideration.

• The minor concept & techniques at the marketing management are used significant in the project concern.

The research was based on primary collection of data through voice interview so there may be chances of human error and biasness.

The research was dependant on the information provided by the respondents (retailers). It may insufficient.

• As associated with every project, time and money were the major limitations with project.

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RECOMMENDATION (SUGGESTION)

The company should measure Retailers satisfaction regularly.

Company can increase the sales when it considering more on retailers, their suggestions or complaints about service or product so that necessary action can be taken.

• Review meeting should be often held so that the working pattern of the executives can be checked and improved if needed. • Company representatives should visit retailers and should make a long-term relationship with retailer so that they can push the product. • Since customers are value maximizes and their expectation to this brand is high, as the brand image shows their quality is supervene so the company should also take feed back at time to time. By this they can make their brand loyal.

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Distributers incentives

should to the

be

convinced so

to

pass they

the are

retailers

that

motivated to promote this brand. • Increase the number of dealers and retailers as this will help in making high sales volume. • Cash discount should be competitive and luring.

Try to continue the good image of the outlets by keeping more and more good quality in services. By this the monopoly will continue with Coke products.

• Company should attains on small outlets so there sales can increase. • For marketing strategy of company should divers it business in related this sector Like-Ice creams, butter &chocolates because of company have

visicoolers in mostly outlets.

Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavor.

• Company should search new area for increasing in sales.

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• In winter Season Company gives more discount & schemes to retailers so they sell more our product.

• Company must make new strategy to fight local cold drinks brands. • Company should give new dealership on small towns.

Try

to

decrease

the

price

of

commodity

in

competition of Pepsi. • Company should try to maintain manpower.

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SIGNIFICANCE OF STUDY
To the Researcher:
• It gave a chance to use the conceptual knowledge in actual environment and prepares the

researcher to use the knowledge for better in his future endeavors.

It helped in the assessing the factors, which influenced the retailers purchasing and selling products to the consumer from Coca-Cola.

• The study is essential for the researcher in partial fulfillment of PGDM curriculum. The study gave the researcher the experiences to conduct survey.

To the Company:
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Cold

drinks

companies

are

facing

a

great

competition nowadays. Consumers are very much aware and curious about safely products, services, brands and other upcoming products. This study provides an insight to the company that what kind of strategies must be adopted in order to sell more products to consumers and also satisfying them.

To the Others:
The study gave an insight into various aspects of the Beverage companies, discussed in this study. One can easily come to know about what is happening in Beverage companies in the current environment. How they make attraction of Retailers & consumer mind.

BIBLIOGRAPHY
Author’s Name Book Name Place of Publication Year

99

Kothari, C.R.

Research MethodologyMethods and Techniques

Wiley Eastern Ltd., New Delhi

Brown, F.E.

Marketing Research, a structure for decision making

Addison-Wesley Eastern Ltd.

Dunn Online Jean and Virginai A Clarck Hooda, R.P.

Applied Statistics

John Wiley and Sons

Statistics for Business and Economics

Macmillan India, New Delhi

Green Pant E and Donald S. Tull Philip Kotler.

Research for Marketing Decisions Marketing
100

Wiley Eastern, New Delhi Prentice Publishing Co.,

Management Shenoy, GVS et al. Quantitative Techniques for Managerial Decision Making
.

New Delhi. Wiles Eastern New Delhi

Web sites.

www.cocacola.com www.coke.com www.cocacolaindia.com

Magazines
• India today. • Business world. • Business india.

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• Material profile of company. • Surey. Search engines.

www.google.com www.search.com www.yahoo.com www.alvista.com

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