A

PROJECT REPORT
ON

SALES PROMOTION STRETEGY OF THE

COCA COLA
IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRTION

SUBMITTED TO

SUBMITTED BY

IMS UNISON UNIVERSITY,

DEHRADUN

TABLE OF CONTENT

1. INTRODUCTION.8
2. INTRODUCTION OF SALES PROMOTION 13
3. PURPOSE OF THE SALES PROMOTION....14
4.

IMPORTANCE OF SALES PROMOTION.15

5. DECISIONS IN SALES PROMOTION .16

6. PRODUCT PROFILE OF THE COMPANY..17
7. OBJECTIVES OF RESEARCH30
8. Consumer Marketing Channel..32
9. FINDINGS AND ANALYSIS.33
10. CONCLUSION.48
11.QUESTIONNAIRE..53

PREFACE
I am glad to be presented with an opportunity of working with Coca-Cola India a firm
having huge infrastructures and communication networks. The company has traversed a Long
way to become a front runner in Indian entrepreneurship. In preparing the project report on the
topic: sales promotion strategy of the coca cola. I made an attempt to give a Precise,
comprehensive and compact treatment of the subject.
In preparing this project, I have tried to cover all the relevant topics with suitable and
appropriate data. A good number of graphs and tables have been included to facilitate the
understanding of the subject. Data analysis, Interpretation, Fact-finding were thrust area of my
study. Data analysis has been done on the basis of united response, which I took from my work
area Coca-Cola Indiathe best option for my project as it is the dynamic organization of India. In
this project, I have done my level best to explore as much as possible and have tried to give the
maximum to this project.

Executive Summary
My Project Report is on the topic sales promotion strategy of the coca cola . For
the project I have prepared Questionnaires. It consists of both open ended and close ended
questions. With a view to find out the present conditions of Coca-cola.
The result from the study shows that people prefer ThumsUp and Sprite, have largest sale
in the category of cold drinks & generally in this category ThumsUp is a more leading brand.
Coca-cola
ThumsUp
Fanta
Limca
Sprite
Maaza
Kinley
Georgia
Coke entered in the market with the above products and categorized this segment for
quality conscious consumers. Due to its lead it has kept the pace and is still a leader in this
segment. Coca-cola brings back the fizz to India Coca-cola, the corporate nourishing the
global community with the worlds largest selling soft drink concentrates since 1886, returned
to India in 1993 after a gap of 16 years giving a new ThumsUp to the Indian soft drink
market. In the same year, the company took over ownership of the nation's top soft-drink
brands and bottling network. No wonder, our brands have assumed an iconic status in the
minds of the consumers.

INTRODUCTION
Brings Back the Fizz to India Coca-Cola, the corporate nourishing the
global community with the worlds largest selling soft drink concentrates since
1886, returned to India in 1993 after a gap of 16 years giving a new thumbs up to
the Indian Soft Drink Market. In the same year, the Company took over ownership
of the nation's top soft-drink brands and bottling network. No wonder, our brands
have assumed an iconic status in the minds of the consumers.
A Healthy Growth To The Indian Economy
Ever Since, Coca-Cola India has made significant investments to build and
continually consolidate its business in the country, including new production
facilities, waste water treatment plants, distribution systems and marketing
channels. Coca-Cola India is among the countries top international investors,
having invested more than US$ 1 billion in India within a decade of its presence
and further pledged another US$ 100 million in 2003 for its operations.
A Pure Commitment to The Indian Economy
The Company has not only shaked up the Indian carbonated drinks market, and
given consumers the pleasure of world-class drinks to fill up their hydration,

refreshment & nutrition needs but has also been instrumental in giving an
exponential growth to job opportunities.
Creating Enormous Job Opportunities
With virtually all the goods and services required to produce and market
Coca-Cola being made in India, the business system of the Company directly
employs approximately 6,000 people, and indirectly creates employment for more
than 125,000 people in related industries through our vast procurement, supply and
distribution system.
The vast Indian operations comprise 25 wholly-owned- company-owned
bottling operations and another 24 franchisee-owned bottling operations. That
apart, a network of 21 contract-packers also manufactures a range of products for
the Company.
On the distribution front, 10-tonne trucks, open-bay three-wheelers that can
navigate the narrow alleyways of Indian cities constantly keep our brands available
in every nook and corner of even the countries remotest areas.
These are only some of the facts that speak about our commitment to the
growth of the Indian Economy.

The Worlds Largest Beverage Company

While much of the world has changed since 1886, with the old giving way to
the new at almost daily strokes, what has withstood the test and taste of time,
binding the young and old to enjoy their moments of simple pleasure and eternal
joy is the magic of Coca-Cola. And this year, consumers the world over will reach
for products of The Coca-Cola Company more than a billion times every single
day. The world s largest beverage company has come a long way since its modest
beginnings more than a century ago...
Coca-Cola Advertisements Its The Real Thing
Advertising has played an important role in the success of our products since
our first newspaper ad in 1886, which read, "Coca-Cola. Delicious! Refreshing!
Exhilarating! Invigorating!" The Company uses advertising to trigger desire as
often and in as many ways as possible. Throughout the years, slogans for CocaCola have always been memorable. Here are some highlights:
2000-Coca-Cola Enjoy
1993-Always Coca-Cola
1990-Can t Beat the Real Thing
1989-Can t Beat the Feeling
1986-Red, White and You

1982-Coke Is It
1976-Coke Adds Life
1971-I d Like to Buy the World a Coke
1969-It s the Real Thing
1963-Things Go Better with Coke
1959-Be Really Refreshed
1944-Global High Sign
1942-It s the Real Thing
1936-It s the Refreshing Thing To Do
1929 - The Pause That Refreshes

The Growing Corporate With an Ever-Refreshing Drink That first year,

Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has
been a distinctive color associated with the number one soft drink brand ever since.
For his efforts, Pemberton grossed ------ $50 and spent----- $73.96 on advertising.
By 1891, Atlanta entrepreneur Asa G. Candler had acquired complete ownership of
the Coca-Cola business. Within four years, his merchandising flair helped expand
consumption of Coca-Cola to every state and territory. In 1919, The Coca-Cola
Company was sold to a group of investors for---- $25 million. Robert W. Woodruff
became president of The Coca-Cola Company in 1923, and his more than six

decades of leadership took the business to unrivaled heights of commercial

success, making Coca-Cola an institution the world over.

Know About Our Global Bottling System Today, our products reach consumers
and customers around the world through a vast distribution network made up of
local bottling companies. These bottlers are located around the world, and most are
independent businesses. Using syrups, concentrates and beverage bases produced
by The Coca-Cola Company, our global bottling system packages and markets
products, then distributes them to more than 14 million retail outlets
worldwide.The Coca-Cola Company is committed to assisting its bottlers with the
functions of an efficient bottling operation and initiating quality systems to ensure
the highest quality products for our consumers.
Know The Bottling History Of Coca-Cola

Coca-Cola began as a fountain

product, but candy merchant Joseph A. Biedenharn of Mississippi was looking for
a way to serve this refreshing beverage at picnics. He began offering bottled CocaCola, using syrup shipped from Atlanta, during an especially busy summer in 1894.
In 1899, large-scale bottling became possible when Asa Candler granted
exclusive bottling rights to Joseph B. Whitehead and Benjamin F. Thomas of
Chattanooga, Tennessee. The contract marked the beginning of The Coca-Cola

10

Company s unique independent bottling system that remains the foundation of

Company soft drink operations.
Coca-Cola Bottles As Memorable As The Design Back then, soda bottles were
all very similar. And Coca-Cola had many imitators, which consumers would be
unable to identify until they took a sip. The answer was to create a distinct bottle
for Coca-Cola. As a result, the contour bottle for Coca-Cola with the shape now
known around the world was developed in 1915 by the Root Glass Company.
Coca-Cola Gets the First Change of Taste in 1886 In 1985, a new cola emerged
from laboratory research. Through internal evaluations and thousands of blind taste
tests, consumers said they preferred it over both Coca-Cola and its primary
competition. As a result, in April 1985, theCompany proudly introduced the new
taste of Coke - the first change in the secret formula since the product was created
in 1886.

INTRODUCTION OF SALES PROMOTION

11

Sales promotion includes those sales activities that supplement both personal
selling and advertising and coordinate them and make them effective, such as
display, shows, demonstration and other non recurrent selling effort not in the
ordinary routine.
In simple words sales promotion can be defined as an activity taken up to boost the
sales

of

the

product.

It

can

include

host

of

activities

like

advertising,campaigns,handling public relation activities, distribution of free

samples,

offering

free

gifts,

conducting

trade

fairs,exhibition

and

competitions,offering temporary price discounts, launching door to door selling

and telemarketing etc.
Compared to any other elements of the promotion mix, sales promotion is more
action oriented. It helps in stimulating the customers to buy the product.increasing
concern for value for money among customers has brought sales promotion to the
centre stage,as customer have become more responsive to promotion offers,
discounts/gift coupons and point of purchase displays.

PURPOSE OF THE SALES PROMOTION

12

The purpose of the sales promotion is to boost the sales of a product by creating
demand i.e.,both consumer demand as well as trade demand. It improves the
performance of middle men and acts as a supplement to advertising and personal
selling.
Sales promotion also helps in achieving the following purposes:
Encourage the customer to try any product.
Attract new customers.
Encourage the customer to use the product or sevice and make them brand
loyal.
Counter a competitors promotional activities.

IMPORTANCE OF SALES PROMOTION

13

Sales promotion plays a vital role when:

1. Sellers introduce new products or new brands in the market. this calls for the
companies to indulge in sales promotion activities by providing extra
incentive to the customers to make the customers aware of their offerings
and to increase sales.
2. When an economy is going through a recessionary phase customer become
more price sensitive. Sales of different companies come down drastically as
markets under perform Marketers can tackle this problem with the help of
promotional tools like offering gift or discount coupons, gifts, contests,
sweepstakes, etc. to the customers.
3. The seller aims at triggering the impulsive buying behavior of the customers.
4. A company seeks to obtain greater cooperation from its retailers.

DECISIONS IN SALES PROMOTION

14

Product characteristics firm operate, like size, weight, cost, durability, etc. and the
target audience characteristics like geographic location, demographics, etc. play an
important role in helping the company choose the most desirable sales promotion
method. Other factors that influence the promotion decisions can be the size of the
market, the distribution network of the firm, the political and legal environment in
which the firm operates.
Sales promotion can be directed either at consumer in the form of consumer sales
promotion or at distribution channel in the form of trade sales promotion.
CONSUMER SALES PROMOTION:
This type of sales promotion is targeted at the end consumers. Customer
sales promotion is a pull strategy and encourages the customers to make
a purchase.
TRADE SALES PROMOTION:
This type of sales promotion is targeted at the distribution channel. It is a
push strategy and encourage the channel member to stock the product. This
is the usually known as selling into the trade. This form of promotion is
usually not advertised, as it is an internal affair between the company and
its distribution network partner.

PRODUCT PROFILE OF THE COMPANY

15

Coca-Cola

The worlds favorite drink. The worlds most valuable brand. The most
recognizable word across the world after OK. Coca-Cola has a truly remarkable
heritage. From a humble beginning in 1886, it is now the flagship brand of the
largest manufacturer, marketer and distributor of non-alcoholic beverages in the
world.
In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. 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, even in the remote and inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and over the past ten years has captured
the imagination of the nation, building strong associations with cricket, the thriving

16

cinema industry, music etc. Coca-Cola has been very strongly associated with
cricket, sponsoringthe World Cup in 1996 and various other tournaments, including
the Coca-Cola Cup in Sharjah in the late nineties. Coca-Colas advertising
campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had
entered the youths vocabulary. In 2002, Coca-Cola launched the campaign
Thanda Matlab Coca-Cola which sky-rocketed the brand to
make it Indias favorite soft-drink brand. In 2003, Coke was available for
just Rs. 5 across the country and this pricing initiative together with improved
distribution ensured that all brands in the portfolio grew leaps and bounds.
Coca-Cola had signed on various celebrities including movie stars such as
Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities
like Vijay in the past and today, its brand ambassadors are Aamir Khan, Aishwarya
Rai, Vivek Oberoi and cricketer Virendra Sehwag.

Glass

PET

Can

Fountain
17

500ml,1.5L,2L,
200ml,300ml,500
2.25L,

330 ml

Various Sizes

ml, 1000 ml
500 ml + 100 ml
ThumsUp

Strong

Cola

Taste,

Exciting

Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola
Company

in

1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the men from the
boys.

18

Glass

PET
500ml,1.5L,2

Can
L,

2.25

L,330 ml

Fountain

200 ml, 300 ml, 500

Various Sizes

ml, 1000 ml
500 ml + 100 ml
Fanta

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is

seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in
the

year

1993.

Over the years Fanta has occupied a strong market place and is identified as "The

19

Fun

Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting

taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus
encouraging one to indulge in the moment. This positive imagery is associated
with happy, cheerful and special times with friends.

Glass
200 ml, 300 ml,

PET
Can
500ml,1.5L,2L,2.25L,500ml
330 ml
+ 100 ml

Fountain
Various
Sizes

20

Limca

Lime n' lemoni Limca , the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of
millions of consumers for over 3 decades.The brand has been displaying healthy
volume growths year on year and Limca continues to be the leading flavour soft
drink in the country.

21

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 energizes, refreshes and
transforms. Dive into the zingy refreshment of Limca and walk
away a new person ..

Glass

PET
500ml,1.5L,2

Can
L,

2.25

L,330 ml

Fountain

200 ml, 300 ml, 500

Various Sizes

ml, 1000 ml
500 ml + 100 ml

22

Sprite

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than
190 countries. In India, Sprite was launched in year 1999 & today it has grown to
be one of the fastest growing soft drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong appeal to the
youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp
refreshing taste encourages the today's youth to trust their instincts, influence them
to be true to who they are and to obey their thirst.

Glass

PET

Can

Fountain

330 ml

Various Sizes

200 ml, 300500ml,1.5L,

ml,

2L,2.25L,500 ml + 100 ml

23

24

Maaza

Maaza was launched in 1976. Here was a drink that offered the same real
taste of fruit juices and was available throughout the year. In 1993, Maaza was
acquired by Coca-Cola India. Maaza currently dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with Mango. This has been
the result of such successful campaigns like "Taaza Mango,Maaza Mango" and
"Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome,
natural, fun drink which delivers the real experience of fruit.The current
advertising of Maaza positions it as an enabler of fun friendship moments between
moms and kids as moms trust the brand and the kids love its taste. The campaign
builds on the existing equity of the brand and delivers a relevant emotional benefit
to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"

25

Glass
200ml,250 ml

Tetra pak
125ml,200 ml

PET
1000 ml

Fountain
Various Sizes

Kinley

Water, a thirst quencher that refreshes, a life giving force that washes all the
toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most
basic need of life, the very sustenance of life, a celebration of life itself.
The importance of water can never be understated. Particularly in a nation
such as India where water governs the lives of the millions, be it as part of
everyday rituals or as the monsoon which gives life to the sub-continent. Kinley
water understands the importance and value of this life giving force. Kinley water
26

thus promises water that is as pure as it is meant to be. Water you can trust to be
truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola
Company. That is why we introduced Kinley with reverse-osmosis along with the
latest technology to ensure the purity of our product. That's why we go through
rigorous testing procedures at each and every location where Kinley is produced.

QUALITY

ENVIRONMENT

27

Quality Assurances of A Billion

The Coca-Cola Company exists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in
our every action. We relentlessly strive to exceed the world's ever-changing
expectations because keeping our Quality promise in the marketplace is our highest
business objective and our enduring obligation. Consumers across the globe choose
our brand of refreshment more than a billion times every day because Coca-Cola
is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World
PROMISE
The Coca-Cola Company exists to benefit and refresh everyone it touches
The basic proposition of our business is simple, solid and timeless. When we
bring refreshment, value, joy fun to our stakeholders, then we successfully nurture
and protect our brands, particularly Coca-Cola. That is key to fulfilling our
ultimate obligation to provide consistently attractive returns to the owners to our
business.

28

QUALITY MANAGEMENT
Quality Management Systems
The Framework of the Coca-Cola Quality system is very much like our business,
multifaceted with quality at its core.
Eko
Introduction
eKO Policy
Environment Performance Indicators
The Coca-Cola eKO system is governed by 5 major policies. Each of these
policies are supported by specific requirements and practices that govern our
daily operations
A Commitment To Lead
Compliance And Beyond
Accountability
Minimizing Impact Maximizing Opportunity
Citizenship
COMMITMENT TO LEAD

29

We believe that an effective environmental management system requires

involvement of employees at all levels. Our commitment to protect and preserve
the environment extends throughout the organization.
BUSINESS PLANNING
Operations plan environmental management activities through annual business
planning.
Top management periodically reviews the progress on implementation of
environmental projects.
ENVIRONMENTAL DUE DILIGENCE
Operations conduct environmental due diligence assessments prior to acquiring,
selling or leasing real estate
The Company conducts due-diligence assessments of Company-led real
estate transactions.

ACCOUNTABILITY

30

We are accountable for our actions. The Coca-Cola Company conducts

audits of its environmental, health and safety (EHS) performance and practices,
documents the findings and takes necessary improvement actions.
ENVIRONMENTAL & SAFETY AUDITS
The Company's corporate function conducts EHS compliance audits of all
company
owned bottling operations and other facilities identified by Corporate Legal at
regular intervals.

Local Company management (i.e., Divisions/Regions) conducts internal EHS

audits periodically.
The Golden Peacock Environment Management Award
The GPEMA is designed to encourage and recognize effective
implementation of environmental management system and this achievement has
been made possible by the plants adherence to Coca-Colas total quality program
called The Coca-Cola Quality system (TCCQS). TCCQS is all encompassing
management system (Total Quality) covering environment management and other
business aspects such as safety and loss Prevention (SLP), product quality,
packaging quality, process capability improvement and customer satisfaction.

31

GPEMA has been instituted by the Institute of Directors in association with

World Environment Foundation (WEF) and is designed to encourage and recognize
effective implementation of environment management system. The awards are
given separately for manufacturing and service organizations, and are assessed
under the following categories, viz, Large Enterprises (251 and above employees),
Medium Enterprises (51 to 250 employees), and Small Enterprises (up to 50
employees).
WEF is a non-profit NGO, which strives to foster partnerships and improve
links between industry and environmentalists for developing innovative strategies
to minimize the environmental degradation.

LIFE AT COKE
The Secret Of Formula

32

Commitment, tempered by Passion and seasoned with a great deal of Fun is

the Coke way of life. Drawing upon our collective energies, this Secret Formula
drives us to achieve greater results collaboratively and thoroughly enjoy ourselves
while doing it! The pace, energy and passion of our people constitute the invisible
glue that make us one of the most sought after workplaces.
Participative Leadership
Right from our interactions in the market, our Business Planning and our
Brand launches, to our Employee Engagement Programs, our Values Agenda, and
employee processes, every system is available for continuous improvement. A
learning atmosphere, enabled by our Manifesto for Growth, helps us seek and
replicate the leanings from within and outside our organization. Our Engagement
programs enable us to examine,
validate and improve ourselves, constantly. Our colleagues involve themselves in
our opportunities for participative leadership volunteering for work groups that
assist decision-making in critical processes.

OBJECTIVES OF RESEARCH

33

To understand the retail market along with management of distributor and

retailer. It helps to increase my knowledge about the most sought after industry as
well as understanding several of sales and marketing. To study about distribution
channels this basic objective of this research is to find out the answer the following
question.
This research report is done in the area of Marketing in Coca-Cola in
Uttarakhand region. The topic covered in this chapter illustrate the study of
promotional tools adopted by the company to achieve competitive advantage while
at the same time providing increased satisfaction to customers. Many analysts
believe that the distribution factor is underappreciated for its potential to contribute
to the efficiency and effectiveness of a companys overall marketing operation. As
companies attempt to cultivate global markets, channel design and strategy are
critical to success in taking advantage of global market opportunities.

ISSUES IN CHANNEL MANAGEMENT

34

Managers must be prepared to deal with several challenging issues in

managing the channel of distribution. No matter how much care has been exerted
analyzing the factors that affect channel design, issues will arise related to
promotion in the channel, cooperation and conflict in the channel, and power in the
channel.

PUSH VERSUS PULL PROMOTION IN THE CHANNEL

Regarding the effects on the promotional mix of a companys decision to use
a push versus a pull strategy. This strategy figures prominently once again as an
issue in channel management. The issue is the extent to which a producer will use
promotion to pull a product through the channel versus pushing the product at each
level of distribution. A pull promotion strategy is implemented by producers by
promoting a product extensively and creating so much demand at the end-user
level that wholesalers and retailers are essentially forced to carry the item in
inventory. Pulling a product effectively requires a heavy advertising effort and
often includes the use of sales promotion. Conversely, a push promotion strategy
relies primarily on personal selling and the sales force to sell the product at each
successive level in the channel: the producers sales representatives sell to
wholesalers, wholesalers sell to retailers, and retailers sell to consumers.

35

For a company that is financially capable of implementing a pull strategy,

there are two distinct benefits. First, a pull strategy provides greater control over
intermediaries. Wholesalers and retailers realize it is in their best interest to fill the
demand created at the end-user level. Second, if a producer can successfully pull a
product through the channel with promotion, then less pressure is put on personal
selling at the wholesale and retail levels, which do not always function to the
producers complete satisfaction anyway.

36

Consumer Marketing Channel

(0-Level)

(1-Level)

(2-Level)

(3Level)

37

RESAERCH METHODOLOGY
38

 Type of Research

Descriptive Research Design

Method of Research

Data Collection Method

Sampling Method

Random Sampling

Sample Size

100 samples

Nature of research

Exploratory method of research

Proposed methodology for the project is as follows:

Defining the project objective

Selection of the data collection method
Selection of the method of the analysis
Data collection
Data analysis
Reporting

39

METHOD OF DATA COLLECTION:

(A) Primary data collection:
EDS Sheet was filled by Retailers.
Data for the project is collected from the primary sources. The questionnaire
was filled by the Retailers.
Information talk with Retailers.
*A COPY OF ED.S IS ATTACHED IN THE ANNEXTURE.

(B) Secondary Data:

Data collected from organizations web site.
Marketing Management Books.

40

 Which soft drinks products do you sale?

Products

% of Sellers

Coke

22

Pepsi

28

Both

50

41

ANALYSIS:- The Retailers are selling cold drinks with these percentage like.
Coke 22%, Pepsi 28% and both 50%.

Are you satisfied with the function of the marketing Intermediaries?

Factors

% of Responses

Yes

90

No

10

42

ANALYSIS: - The Satisfaction levels with marketing Intermediaries are 90% Yes and 10%
No, Responses are given by sellers.

How do you get delivery?

Delivery By

% Responses

Wholesalers

32

Retailers

44

Jobbers

16

Manufacturers

43

ANALYSIS: - Delivery of products 44% by Retailers, 32% by Whole sellers, 16%

by Agency Holders (Jobbers) and 8% by Manufacturers.

If Whole seller, then what benefits does you find?

Factors
Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

% in Responses
19
31
19
19
12

44

ANALYSIS:- If whole sellers than benefits with whole sellers, The Profit margin
is 31%, Transportation cost 19%, Easy availability 19%, Destroy of bottles 19%,
and Delivery on time 12%.

If Retailer, then what benefits does you find?

Factors

% in Responses

Transportation Cost
Profit Margin

14
23

Easy Availability

41

Reduces destroy of product

Delivery on Time

5
17

45

Factors

% in Responses

Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

13
25
36
13
13

ANALYSIS:- If Retailer than benefits with Retailers, The Profit margin is

23%,Transportation cost 14%, Easy availability 41%, Destroy of bottles 5% and
Delivery on time 17%.

If Agency holders (jobber), then what benefit do you find?

46

ANALYSIS: - If Jobbers/Agency holders than benefits with Agency

holders

(jobbers), The Profit margin is 25%, Transportation cost 13%, Easy availability
36%, Destroy of bottles 13%, and Delivery on time 13%.

Do you think that particular brand Coke gives you required return?

Factors

% of Responses

Yes

76

No

24

47

ANALYSIS:-

The particular brand Coke gives required return. The

responses are given buy Retailers/Agency holders/Distributors as.. 76 % of Yes

and 24 % of No.

Do you satisfied with the company policy that provides directly to

seller?
48

Factors

% of Responses

Yes

78

No

22

ANALYSIS: company

policy,

Retailers/Agency holders/Distributors are satisfied with the

the

responses

are

given

by

Retailers/Agency

holders/Distributors 78 % of Yes and 22 % of No.

Have you received all the schemes offered by the company?

49

Factors

% of Responses

Yes

72

No

28

ANALYSIS:-

Retailers/Agency holders/Distributors have received all schemes

offered by the company. The responses are 72 % of Yes and

28 % of No.

Do you think Coke is most suitable in the way of soft drinks products?

Factors

% of Responses

Yes

68

No

32

50

ANALYSIS: -

Coke is most suitable in the way of soft drink products for

Retailers/Agency holders/Distributors. The 68 % of Yes and 32 % of No responses

come.

AREA WISE PEI CHART BASED ON EVERY DEALER

SURVEY AT DEHRADUN
51

PEPSI; 24%

COCA COLA

PEPSI
COCA COLA; 76%

52

CONCLUSION

53

The conclusion of Research Report shows that ...

The Retailers prefer the coke brands like Thums up, Coca-Cola, Limca, Sprite, and
Maaza.
The more satisfaction level is increased by Coke..
Coke products easy available in retail shops.
Coke gives required return to Retailers/Agency holders/Distributors.
Coke is most suitable brands in cold drinks Industry.

54

RECOMMENDATIONS AND SUGGESTIONS

The Company should come up with better promotional schemes and services.
The field staff of company needs to be more co-operative with our sellers.
The A.S.M. of the company must go for a regular visit in the areas to solve the problems
of retailers.
Proper sales forecasting should be done.
The companies provide competitive rates and schemes.
Routine service of the delivery vehicle should be carried out.

Explicit defined authority has to maintain all the flavors in the season and after season
(like Sprite and Coke).
The company personnel have to maintain all the flavors in the season and after season
(like Sprite and Coke).
The company personnel have to maintain proper supply in the market.
Previous year sales and overall performance of the retailers should be considered for
providing facilities.
To make relationships with retailers/agency holders/distributors.

55

56

BIBLIOGRAPHY

Web sites-

www.cocacolaindia.com

www.google.com

Marketing Management Books

Philip Kotler

Kotler & Keller

57

QUESTIONNAIRE

NAME

...................................

DATE ............................................

ADDRESS

PH.NO

QUESTIONS ARE BEING ASKED FROM THE RETAILERS IN DEHRADUN REGION:

Q.1-

Which soft drinks products do you sale?

Coke
Pepsi
c) Both

(
(
(

)
)
)

Q.2- Are you satisfied with the function of the marketing Intermediaries?
Yes
No

Q3-

(
(

)
)

How do you get delivery?

Wholesalers

Retailers

Jobbers

Manufacturers

58

Q.4- If Whole sellers, then what benefits do you find?

Transportation Cost
(
Profit Margin
(
Easy Availability
(
Reduces destroy of product (
Delivery on Time
(

)
)
)
)
)

Q.5- If Retailer, then what benefits does you find?

Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

(
(
(
(
(

)
)
)
)
)

Q.6- If Agency holders (jobber), then what benefit do you find?

Transportation Cost
Profit Margin
Easy Availability
Reduces destroy of product
Delivery on Time

(
(
(
(
(

)
)
)
)
)

Q.7- Do you think that particular brand Coke gives you required return?
a) Yes
b) No

(
(

)
)

59

Q.8- Do you satisfied with the company policy that provides directly to seller?
a) Yes
b) No

(
(

)
)

Q.9- Have you received all the schemes offered by the company?
a) Yes
b) No

(
(

)
)

Q.10- Do you think Coke is most suitable in the way of soft drinks products?
a) Yes
b) No

(
(

)
)

Signature

60

61