EXECUTIVE SUMMARY

I have done my project in one of the world’s most valuable company, which is serving from
more than 23 years. That is “Hindustan Coca-Cola Beverages Private Limited, Bangalore”.

In today’s business scenario, the real asset of the company is its customers, retailers and sales
employees. If the company wants to survive for the long time, then it is very important to
keep their distribution channel members highly satisfied and motivated through trade sales
promotion. Today many organisations are building on these fundamentals and are turning
their stuff in market into a dreadful competitive weapon. Trade sales promotion thus has
become a topic of huge interest in recent years. In the face of ever mounting competition,
companies feel it is significant to push the sale of the product in the market. Significant
revenue and profit gain can be made from thriving trade sales promotion activities that
develop market efficiency and help serve customer superior.

The whole project intends to study “Below the Line (BTL) Trade Sales Promotion Scheme in
Restaurants by Hindustan Coca-Cola beverages Pvt. Ltd., Bangalore”. Below the line trade
sales promotion is a tool used by Coca-Cola Company to push the products through satisfying
waiters in restaurants. This study attempts to measure the satisfaction level of reward scheme
and its impact on sales of its product.

For this study purpose, BTL trade sales promotion scheme under enrolled restaurants waiters
are surveyed and the analysis of data revealed that, waiters are satisfied with the current
reward program and its motivating them to sale the more products and impacted on their
selling pattern. Respondents also feel that there is an increase in the sales of Coca-Cola
beverages. The large percentages of respondents are happy to state that they have a good
support from company side. Also the analysis clarifies that trade sales promotion increased a
trend of association of order taking of beverages along with a food.

Enrolled restaurant’s waiters are in need of particular guidelines to convince the customers
and how to push the product towards customers. Waiter’s issues regarding the scheme should
be properly addressed to increase the waiter’s loyalty towards Coca-Cola Company. Lastly
more importance should be given to retail employees as market is ever evolving.
 CHAPTER 01

INTRODUCTION

1.1 Introduction about internship

This report is made on the basis of ten weeks practical experience at Hindustan Coca-Cola
Beverages Private Limited (HCCBPL) Bangalore. This summer internship plenteously helped
in learning a practical situation of the corporate and helped to execute the theoretical
knowledge acquired in subject to real time realistic and practical work environment and in
acquiring a set of skill required to perform at the job.

By conducting a research on promotional aspects of Coca-Cola beverages gives the in depth

knowledge on that. Organisational study and analysis improved my understanding in the right
career path. We can build our network in preferred industry or organisation through
internship program. It gives an opportunity to contribute our thoughts to organisation.

Coca-Cola Bangalore gave me an opportunity to explore my thoughts. By working with sales

promotion team, acquired some practical experience in sales promotion. Throughout the
internship I visited more than 200 restaurants for communicating the trade sales promotion
scheme offered by company. This internship program motivated to search for the clear
picture of sales promotion and trade sales promotion. By this it developed a sense of interest
in learning new things and went on to learn various aspects of marketing promotion concern.

Production department, planning and purchase department, Quality assurance department,

administration and account department and especially marketing department are very helpful
in every day of my internship. Totally this internship project demonstrated the benefits of an
executive approach to me.

Internship programme improves the communication skill and will indicate the critical
thinking skill. HCCBPL provided me the same experience and build a confidence to handle
such cases in the future careers.

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1.2 Topic chosen for the research study

Sales promotion is one of the key aspects of promotional mix. The 21st century product
promotion includes advertising, direct marketing, public relation, personal selling and sales
promotion. Any promotional activity taken by the business firm is to achieve short term
growth in sales, stimulating a demand for that particular product. Sales promotion example
includes push money, coupons, point of purchase displays, premiums; cash back scheme,
sample products and contests.

In a nutshell, manufacturers use many techniques in sales promotion. Those techniques are
Above the line (ATL), Below the line (BTL), and Through the line (TTL) in order to increase
the awareness of the product, creating a brand loyalty and getting many sales. Sales
promotions are directed to end consumers, staff of the company or members of distribution
channel like retailers. The sales promotion directed to retailers or retail employees are called
trade sales promotions. Most of the times these trade sales promotion activities are taken to
counteract competition and to retain existing retailer’s satisfaction.

In order to study the effectiveness and impact of trade sales promotion reward scheme, the
research was taken on the topic “A Study on Below the Line (BTL) Trade Sales
Promotion Scheme in Restaurants by Hindustan Coca-Cola Beverages Pvt. Ltd,
Bangalore”

1.3 Need for the study

For every business organisation it is important to know the about the aspects which affects
the business from internally and externally. Factors like quality, price, availability of the
product, consumer satisfaction, relationship with retailers and sales promotion highly affect
the business performance. Among all the other factors sales promotion carries some more
weight in order to gain competitive advantage. Trade sales promotion helps the organisation
in further growth and earns more returns.

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When the product placed in the market, a promotion strategy focused only on consumers may
not bring huge sales to the organisation. Because buying motive may influenced by other
factors also. In order to push the sales through the retailers or retail employees, the
organisation should consider below the line trade sales promotion strategy. Because there is a
high probability that retail employees may convince the customer to buy certain product for
their benefit.

This study on Below the Line Trade Sales Promotion strategy in restaurants with special
reference to Coca-Cola Bangalore helps in assessing the effectiveness and importance of
trade sales promotion towards retail employees and helps the future studies on trade sales
promotion. So the need for the study is to measure the effectiveness, feasibility and
satisfaction level of trade sales promotion of beverages and role in gaining competitive
advantage with more sales.

1.4 Objectives of the study

1. To assess the below the line trade sales promotion method used by the company is
effective in increasing the sales of its products.
2. To assess trade sales promotion scheme have an influence on waiters selling pattern.
3. To understand the impact of creating the strong association of products in restaurants
by BTL trade sales promotion.
4. To assess guidelines/training given by the company provoke the customers to
convince the customers for additional purchase.
5. To assess the waiters satisfaction towards the scheme offered.

1.5 Scope of the study

This project work totally attempts to study and understand the trade sales promotion
strategies of Coca-Cola beverages. Also attempts to analyse the retail employee’s satisfaction
towards promotional scheme. In this study the detail study about retail demographics,
waiter’s motives, performance of reward scheme, satisfaction level and future needs would

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help the company to make decision on trade sales promotion future plantings. This report
helps to understand the current status of promotional scheme.

Trade sales promotion is the unique concept in sales promotion mix, so this study may use for
the future research on sales promotion. The scope of this study only limits to the trade sales
promotion rather than aiming for entire sales promotion mix. It was beyond the scope of this
project to study the whole process of sales promotion mix because of feasibility and time
consideration.

1.6 Methodology

1.6.1 Research Design

In order to make a research as effective as possible by collecting maximum information with

less expenditure of time, effort and money and to facilitate the smooth scaling of research
operation a good and feasible research design should be selected. This research design is
based on nature of the problem and availability of data. This research is concerned with facts,
characteristics and specific prediction of an individual. Because of these aspects descriptive
research design is selected.

Descriptive research design

Descriptive research design used to delineate characteristic of phenomenon being studied.

The intend of this study is to scrutinize why the observations exist and the implications of
findings are and the analysis should be done by average, frequency and other statistical tool.
Because of this descriptive research design is used in this learning. In order to make a
provision for protection against bias, to increase the reliability and to reduce the flexibility,
following steps are undertaken in descriptive design.

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 Figure 1.1: Process of descriptive research design

Source: Research methodology by C R Kothari

1.6.2 Sources of data

o Primary data
o Secondary data

Primary data

The primary data are those data which are collected unmarked, for the first time and original
in character. There are several methods of collecting primary data. For this study some
feasible methods are used. They are,

 Questionnaire method
 Face to Face or Personal method

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The structured questionnaire was administered to collect the data from restaurant waiters. A
personal face to face interview was conducted with the help of questionnaire and collected
data used for analysis of the objectives.

Secondary data

Secondary data are the data which are already available i.e. which have already been
collected and used for some other analysis purpose .Secondary data may be published or
unpublished.

In this study secondary data proved to be helping in framing up the industry and company
scenario and other relevant topics. For collecting data various publication, trade journals,
reports prepared by research scholars, historical document and records, news papers and
handouts used on their reliability, suitability and adequacy of data. While collecting the
secondary data nature, scope and object of enquiry, time factor and precision are considered.

1.6.3 Sampling design

Population

The research population for this study comprises of Coca-Cola selling restaurant servers or
waiters in Bangalore city, who are registered under trade sales promotion scheme called
“push money”. 1650 waiters are enrolled under this scheme all over the Bangalore and it is
considered as population for this study.

Sample

Sample size selection is done by using sample size calculator based on the confidence
interval and confidence level.

Confidence interval is the plus or minus variation in the figure usually obtained in the result.
Confidence level is the surety level of researcher.

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Out of 1650 population unit with a confidence level of 95% and confidence interval of ±6.7,
the sample size needed is 189 units.

Sample size: 189

Sampling technique: Simple random sampling

Sample design is an unambiguous plan for obtaining a sample from a specified population.
For this study sample design is selected on the basis of type of universe, sampling unit,
source list, size of sample and parameters of interest.

Considering above parameters, for the effectiveness of this study simple random sampling
method is selected under probability sampling design from the population i.e., 189
respondents are selected out of 1650 waiter population. Here each unit of the defined
population has an equal chance of being included in the certain sample unit.

1.6.4 Instrument design

Data collection instruments means instruments or devices used to gather data such as
structured interview schedule, tests, check list and questionnaires. Questionnaires mean “a
device used to collect the information regarding knowledge, attitude, feelings and beliefs of
respondent”.

Development of the questionnaire

The review of literature indicated that trade sales promotion schemes motivates the retail
employees to push the product sale. This study attempts to understand the satisfaction level of
retail employees and impact on sales volume by the below the line trade sales promotion
schemes offered in restaurants. The literature review clearly specifies that trade sales
promotion changes the selling pattern and increases the satisfaction level of employees.
These are not specified in questionnaire to avoid possibility of respondent’s creation of
mindset similar to these.

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The questionnaire was discussed and compiled with the internal guide of institution and
external guide of company. Changes suggested by these persons were implemented. A pilot
study was conducted with the 20 waiters of the restaurants and they are not the participants in
actual study. All 20 are instructed to understand the questions and fill up the questionnaire in
15 minutes. No apparent mistakes or problems are found.

Structure of the questionnaire

The questionnaire includes the following four sections

Section A: Biographical data

Section B: Restaurant demographics and Coca-Cola selling information

Section C: Knowledge, perception and satisfaction about trade sales promotion scheme

Section D: Expectation and opinion on reward program

The questions contained in the questionnaire, comprising both open ended and close ended
questions.

Validity and Reliability of the research instrument

Reliability means the degree of precision with which instruments process the attribute it
designed to measure. Validity means level to which an instrument measures what it supposed
to be measure.

Reliability of the research means if the same study taken place on the same subject, the
results should not be different. Some of the respondents are not familiar with English, so
there doubts are explained in there familiar language in order to increase the reliability of this
study. Validity is the extent to which other extraneous variables do not influence the mindset.

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1.6.5 Hypothesis

Ho1: Trade sales promotion scheme does not significantly motivate the waiters to sell more
products.

Ho2: Trade sales promotion scheme does not significantly influence the selling pattern in
restaurants.

Ho3: Association of order taking for beverages along with food does not increase the sales.

Ho4: Guidelines/training by company does not provoke the waiters to convince the customers
for additional purchase.

1.6.6 Data analysis procedure and Statistical tests

Graphical representation method

The data gathered by questionnaire are presented through graphs provided by MS office
tools. Foe easy and clear understanding of data, graphical representation is helpful.

Percentage analysis Method

In order to analyse the data obtained through survey, percentage analysis method was used. In
percentage analysis method, the raw streams of data are converted into percentage form for
better understanding of those data.

Percentage analysis Method =

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Weighted Mean Score Method

Weighted mean is a standard, in which every value to be averaged has a subsequent weight.
These weights characterize the significance of each quality to be averaged. To compute
weighted mean, each value must be multiplied by its weight. Result should then be added to
obtain the total value. The total value is then divided by the total weight.

Statistically, the weighted mean is calculated by the following formula:

Weighted Mean =

Where Y1, Y2, Y3, Y4 and Y5 are the number of respondents. The computed mean then
compared to the scale as below for interpretation purpose.

Range Interpretation

4.50 - 5.00 Highly satisfied

3.50 - 4.49 Satisfied

2.50 - 3.49 Neither satisfied nor dissatisfied

1.50 - 2.49 Dissatisfied

0.00 - 1.49 Highly dissatisfied

Correlation

Karl Pearson’s coefficient of correlation is the generally frequent used means of measuring
the degree of relationship among two variables. This coefficient assumes the subsequent:

1. There is a link among two variables;

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 2. Two variables are offhandedly linked with way that one of the variables is
independent as well as the other one is dependent; and
3. A huge quantity of independent causes is effective in both variables so as to construct
a normal distribution.

Coefficient of correlation (r) =

Where, X and Y are variables

Standard deviation

n – Amount of pairs of observation of X and Y

Simple regression

Regression is the fortitude of statistical association between two or more variables. In simple
regression we have only two variables, one is dependent as well as another one is
independent. Regression can only understand what exists actually i.e., there must be a
material way in which independent variable X can influence dependent variable Y.

where the sign Y denotes the approximate value of Y for a known value of X. This equation
well-known as the regression equation of Y on X, which means that every unit alter in X
produces a modified b in Y, which is a positive for direct and negative for inverse
relationships.

Testing of Hypotheses

Hypothesis merely refers to a mere assumption or a few suppositions to be proved or

disproved. It is a proposition set onward as a description for the occurrence of some particular
set of phenomena either asserted purely as a provisional conjecture to conduct some
investigation or accepted as extremely probable in the light of recognized evidence.

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The level of significance is a awfully significant concept in the context of hypothesis
examining. In this research we seize the significance as 0.05 or 5%, and then this implies that
Ho (null hypothesis) will be discarded when sample result has a less than 0.05 likelihood of
counting if Ho is true.

Testing of hypothesis using parametric test

When the data are normally distributed, the parametric tests like Z-test, t-test, x2-test and F-
test can be used. x2-test is depended on chi-square distribution and as a parametric test is
used for examining a sample variance to a hypothetical population variance. F-test is
depended on F distribution and used to evaluate the variance of the two-independent samples.

Chi-square test is a technique of hypothesis testing to compare the observed data with
expected data. This is the theoretical assessment of data for goodness of fit.

Decision

Accept Ho Reject Ho

Ho (true) Correct decision Type one error

Ho (false) Type two error Correct decision

Analysis of data done through using the MS office tools like, MS word and MS excel. Cross
tabulation and hypothesis testing are done through Statistical Package for the Social Sciences
(SPSS) software.

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1.7 Review of literature

Peattie Ken & Peattie Sue (2014) studied, while comparing above the line advertising and
personnel selling in communication mix, BTL promotion is totally ignored in service
marketing. By the last two decades below the line promotion is dramatically growing. BTL
considers the individual rather than bundle of customer. In service marketing it will increase
the competition among promotional activity. For sustainability of service marketers BTL is
the good promotional tool. This study results in the importance of below the line promotion
in service marketing.

Govender, Javarathnam P, Dayaneetie, Jadwat, Veerasamy & Waseem (2011) analysed,

the era of retail environment is full of revelry and in case of that traditional marketing and
sales promotion are very less effective. In this case BTL plays a very prominent role by
achieving a high awareness. BTL have a great value while compared with the mass media
advertisement or ATL promotion. In this case of electronic result in Below the Line
promotion is more prominent than ATL. BTL resulted in buying action of electronic.

Gofton & Ken (2013) studied, after the UK economic recession recovery; there is healthy
sign of sales promotion with fresh problems. The recession result in a shift of promotional
activity from ATL to BTL. That time below the line promotion gave a quick and tangible
result. By the growth in business many business firms dramatically benefited. When once a
recovery took place, again promotion goes back to above the line.

Tiltman & Devid (2006) studied, in the October of 2006 ISP – Institute of Sales Promotion
come up with a new brand. Till that sales promotion is a standalone discipline. ISP shifted a
standalone discipline technique of marketing communication. Sales promotion had a two
principal area; experiential and digital. This study result in emerging discipline is not enough
to growth but alliance brand promotion and partnership is also helpful in sales promotion.

Begona Alvarez Alvarez & Rodolfo Vazquez Casielles (2005) studied, customer brand
choice behaviour is highly influenced by the sales promotions. Business firms or marketers in
order to influence buying behaviour introduce an advertisement campaigns or discount and
offers are made. They may not achieve a goal but they can give short term win-win situation.

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The consumer buying decision can be understood by constructing a dependent and
independent variables. Absolutely dependent variable will be consumers brand choice but
independent variable may vary from price, discount, offers to promotional technique. For this
study the consumer panel was used and the study results in the necessities of sales promotion
in buying decision. Sales promotion is a technique or tool that helps in achieving the
objectives of retailers and producers. The study also elaborates the importance of knowing
the end consumers. End of the result says price based promotion have the highest
effectiveness.

Gherasim & Toader (2012) studied, sales promotion creates some sort of stimuli in
customer for buying a product. While compared to advertisement, direct selling or below the
line promotion mix is more useful in generating sales. Giving incentives or rewards to
distributors or sales agents the company can generate the short term growth in sales. Thus
sales promotion is completely different from other promotional activities. Because of this,
companies are also investing more in the below the line promotion activities.

Ubeja & Santam Kour (2014) studied, Indian retail sector has grown tremendously by the
last fifteen years. The purchase decision of goods and services are influenced by various
factors. This study carried out to understand the effect and satisfaction of promotional scheme
in shopping mall in FMCG sector. The data are collected through mall intercept survey in
Gwalior city. The questionnaire includes promotional mix items. They are festival scheme
offers, weekly offers, warranty and cash back program etc.... By this study the mall managers
come to understand that which promotional mix is more appropriate for their mall to meet
more sales objectives.

Dubey & Jayashree (2014) studied, how the sales promotion impact on brand choice and
brand loyalty in case of personal care products. The new generation or youngsters are more
influenced by the below the line promotion offers. Consumer care products like personal care
products are in the need of sales promotion. Pull the consumers by mass advertisement is the
difficult task for the marketers. The distribution and production chain are can be pulled up by
using sales promotion technique. Receiving an incentive while purchasing a product has
become important factor in buying decision. In this case sales promotion is gender neutral.

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Santini, Fernando de Oliveira, Sampairo, Claudio Hoffman, Perin, Marcelo Gatterman
& Wanger Junior (2015) analysed, the non-monetary and monetary type of sales promotion
influences a consumer buying decision. In this case the hypothesis is constructed to
understand the relationship between financial risk and utilitarian risk. By conducting
experimentation, it is clear that there is a positive relationship between consumption value
and purchase intention. The negative relationship is between financial risk and consumption
value affected by non- monetary promotion. The positive relationship is between
consumption value and purchase intention affected by monetary promotion.

Grundey & Dainaro (2010) studied, in 2010 economic recession the buying power of
customer is down. The various super markets trying to gain consumer by applying various
promotion mix. But consumers are already switched to cheap products and local groceries.
This study is taken in Lithuania for getting customer back to super market. The various sales
promotion mix like discounts, offers and cash back schemes are come to light. By the method
of observation the result are generated.

Oyeniyi, Omotayo, Abolaji, Joachim abolaji, Adewale & Omotayo Adewale (2011)
analysed, in the modern era of tough competition and revelry among the products. The
consumer has the alternative to choose by considering size, quality and price. Consumers are
treating like kings of the market. In order to attract the consumers the best communication
tool is sales promotion. This study aimed at understanding the effect of sales promotion on
consumer loyalty in telecommunication industry. The manufacturers are spending high
percentage of their profit on sales promotion activity. This study resulted in positive
relationship between customer loyalty and sales promotion. The result also shows that non
loyal customers switched to other products by sales promotion.

Kalaiselvan (2013) examined, in marketing communication instrument sales promotion is

the strong specific tool. Sales promotion is always a temporary component. Only till certain
period there will be a sales promotion. This paper presented the tool used in sales promotion
for temporary growth in the sales. For consumer goods products sales promotion is effective
tool while, business marketing and manufacturers of industrial products not suggested to use
the sales promotion tool.

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Chaharsoughs, Shahriar Ansari, Yasory & Tahmores Hasangholipor (2012) analysed, in
the early stages of new product sales promotion plays a very important role in exposing it to
customers. The purpose of study is to understand the sales promotion effectiveness in
automobile industry. By the theories and empirical data the research questions are answered.
This study totally emphasised on the consumer attention to Iran Khodro automaker company
products by the sales promotion and importance of sales promotion in indicial stages of new
product.

Kautish, Pradeep & Vidwal (2011) analysed, while making expenditure cost calculation on
cost basis, the company will consider all promotion mix viz, advertising, personal selling,
public relation and sales promotion. It is important to increase the efficiency and
effectiveness of business through sales promotion efforts. This study is carried out to
understand the efficiency and effectiveness of sales promotion strategies on business sales
growth. Sales promotion strategies are coupons, free sample, in-store displays, price discount
and bonus packs. The result shows the product trails have no influence by coupons, but
influenced by price discount and in-store displays.

Michael, B Nwielaghi & Ogwo (2013) analysed, advanced technology over production, low
barriers to trade in domestic and international market created a competitive advantage for
business firms. In this case to analyse the sales promotion strategies for soft drinks in Nigeria,
quantities data are collected through Likert scale. In order to assess the relation between sales
promotion and marketing performance, hypothesis is created. Trade contests and trade
allowances in trade promotion strategies influence the marketing performance. The study
reveals that the business is not at their optimal level.

Chaharsoghi, Shahriar Ansari & Yasory (2012) analysed, over the year the importance of
sales promotion is significantly increasing. This paper strives to understand the consumer
behaviour affected by the sales promotion. Cultural value adaptation in marketing is also
effective to push the sales. This study examines the sales promotion impact on buying
behaviour base on cross cultural models.

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Spais & George S (2012) studied, the win-win-win papakonstantinidis model for bargaining
solution in supportive trade sales promotion campaigns, based on the previous research of
Spais and George in 2011. This study is carried out to analyse, (1) sales response budgeting
method parameters, (2) feasible solution for the three player cooperative campaign, (3)
potential output of shared sales promotion campaign. The study totally emphasised on the
need of cooperative sales promotion mix strategy.

Fassnacht, Martin Prof Konigsfeld & Jerome A (2015) analysed, the retail sector is still
under the confusion of improvements in sales promotion management. There is an on-going
study and research on this context to come to a feasible conclusion. The authors contributed a
systematic structure and process for sales promotion with key task in promotion to improve
sales promotion management in retail sector. Benchmark on key promotional strategy and
practices are also discussed in this study.

Weng, Jee Teck & Ernest Cyrill (2013) analysed, effect of personal values and sales
promotion preferences of Malasian consumers on their purchase intention and satisfaction.
The study is carried in 13 different states of Malasia and different type of consumer product
are analysed. The findings state that there is no noteworthy relationship between personal
values and purchase satisfaction. Sales promotion significantly influences the buying
behaviour of customers. Practical implication of this study used in segmenting and targeting
of the market using sales promotion.

Rizvi, Syeda Nazish Zehra, Malik, Sadia Zaidi & Syeda Farheen Batul (2012) analysed,
in this study two organisations are studied, (1) beverage industry and (2) Foam manufacturing
industry. This paper explores the sales promotion impact in short term and long term. The
research used the financial statement analysis and consumer survey. Consumer survey helped
in analysing consumer perception on sales promotion techniques by measuring the brand
loyalty. Financial analysis is done by using regression, correlation and tabulation technique.
Findings emphasizes on the extraneous factors impacting the sales promotion effectiveness.

Amin, Windu Jibril, Bashir & Abdullahi Mohammed (2014) analysed, how the decision
made initially for purchase of GSM network and influence for additional purchase and
change of GSM network in Nigeria. 500 students give their opinion by filling up

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questionnaire and thus collected data are used for analyse the case. The purchase decision,
additional purchase and switching over brands are highly influenced by advertisement and
sales promotion. Sales promotion builds a confidence to purchase a particular product or
network. Reliability of service and cost effectiveness are also considered under sales
promotion.

Bhadra & Amit (2013) studied, sales promotion may be monetary or non-monetary. This
research finding explains that monetary related sales promotion will gain a market share but
lose their effectiveness. In the long run sales promotion destroys brand equity and may
increase price sensitivity. The new era of non-monetary sales promotion benefit in making
brand equity and erode price competition. Non-monetary benefits like retail promotion, value
bundle, premiums and social media promotion creates friendly contests.

Pacol & Adrian Gabriel (2012) studied, in 21st century marketing, one of the most effective
techniques for sales promotion is online sales promotion. Online promotion techniques are
long term and cost effective. Search engine optimization, viral marketing, social networking
and social media are online sales promotion techniques. In order to make sales promotion
more effective Most of the companies are using Adword advertising technique.

Isoraite & Margarita (2013) studied, the theoretical aspects of sales promotion. The whole
study emphasised on the need and expectation of customers who visits the supermarket in
research conducted area. The factor behind the purchase decision of respondents is
convenience, exploration, savings, quality, entertainment and value expression. Customers
are also interested in lottery schemes and games offered in supermarkets. Sales promotion
like coupons, low price, free trails and large packages are effective in supermarkets.

Suresh Kumar Sinha & Dr Priyanka Verna (2013) studied, sales promotion is a tool for
marketing promotion practices. It is the research subject to examine how it can be more
effective. This study examines only the reward. The study was taken place in Bhopal city.
Findings of this research states that the reward having a similarity with the product is more
attractive and valued more.

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1.8 Limitations of the study

1. This research is limited to restaurants which are covered under trade sales promotion
scheme in Bangalore city only.
2. Some of the information given by the respondents may be biased.
3. The result is based on the assumption that respondents given an accurate information.
4. The data given by the waiters are limited to their knowledge and awareness.
5. Some non-cooperativeness by the respondents is noticed, thus there may be
hampering in the result.

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 CHAPTER 02

INDUSTRY AND COMPANY PROFILE

2.1 INDUSTRY PROFILE

2.1.1 General Introduction

Beverage cast important aspects of human life. It is a drink uncommonly produced for human
consumption. In this industry, market leaders continuously innovate, in order to come up with
a new product and to gain consumer loyalty and satisfaction. Beverage industry is a dynamic
industry where beverages manufactured on trend of beverage marketing and technology.

Figurer2.1: Classification of beverage industry

Source: HCCBPL

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Above flowchart showed the way in which beverages can be segmented. The major
categories are based on alcoholic content i.e., Alcoholic beverages and non-alcoholic
beverages. Non-alcoholic beverages are further categorised upon carbon content.

Beverage industry is immense and it can be segmented on number of ways so as to purvey

the right beverage to right customer. Indian beverage industry is not a big player in terms of
foreign investment inflows, manufacturing, research and development, exports and also small
in terms of per capita consumption of non-alcoholic beverages.

Indian Beverage
Industry
( in terms of numbers )

Non corporate Corporate

manufacturers manufacturers
75% 25%

Figure 2.2: Indian beverage industry manufacturer’s classification

Source: HCCBPL

In Indian beverage industry, there are more of non corporate manufacturers than corporate
manufacturers. But corporate manufacturers dominate non corporate manufactures in terms
of value, investment, volume of sales, use of technology and employment generation.

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 2.1.2 Industrial background of the study

If the buying behaviour of all the consumers in the whole global market are noticed, typical
buyers of those beverages could be a consumer, belong to a middle class or upper middle
class, having a fair amount of disposable income. These consumers are ready to try anything
new. Companies continuously innovates products to surprise the consumers without giving a
chance to collate the product with the other products.

The strategic elements to increase the beverage consumption by the consumers are,

 Enhancement of consistency and quality of the non-alcoholic beverages so that

consumers are highly satisfied and can take a pleasure in beverage consumption.
 For a very safe and strong feeling of having a beverage, the trust and credibility has to
build among the consumers.
 Beverage can give a benefit in terms of relaxation, energy, stimulation, taste or
prestige to the consumer category. So consumer should be educated on these.
 An appeal to purchase and consume of particular beverage is by trend and
communication. So appropriate communication and promotion of the product should
be made towards consumers.

The beverage market in India is hush to achieve wide spread of distribution and great
penetration. Indian beverage market is the huge opportunity for sales growth and brand
creation.

2.1.3 Origin of the industry

In the seventeenth century, a lemon juice sweetened with honey mixed with water marketed
as soft drinks. In 1676 first time in world history, the company formed in Paris called
Compagnie de Limondiers granted with monopoly for sales of beverages. After that, by
imitating the vivacious waters, carbonated beverages were developed by Europeans. An
apothecary in Manchester named Thomas Henry is the first producer of carbonated water.
After that Jacob Schweppe, a jeweller made a similar thing and started a business in London.
Very first bottled water was used medicinally. In 1820, manufacturing process improved and
bottled water become popular. Then bottled water added with flavours- ginger in 1820, lemon

22
in 1830 and tonic in 1858. The first cola drink invented in 1886 by John Pemborton, a
pharmacist in California as Coca-Cola.

In India Parle Export Pvt. Ltd. is considered as the first corporate soft drink company with a
product called Limca. This beverage attracted consumers from traditional Indian drinks like
coffee, tea and milk beverages. Then in 1956 The Coca-Cola company entered Indian market.
Open market with huge opportunity revolutionised the Indian beverage market with number
of players.

2.1.3 Growth of industry

From the early modern period of 1500, alcohol drinking is quite often. It has been said that
“the sixteenth century created it; the seventeenth century consolidated it; the eighteenth
century popularised it”. Not only alcoholic drink but non-alcoholic beverages consumption
also increased from eighteenth century. When the Coca-Cola’s cola is invented, the beverage
consumption habit of consumer dramatically changed. They switched from traditional
beverages to carbonated beverages. Thus beverage industry revolution took place.

Traditional beverages like tea, coffee and milk beverages are famous in India. But when the
carbonated drinks come into picture, the influence of these beverages attracted the consumers
and made a difference in beverage consumption pattern. Especially demographic features of
India helped carbonated drinks to gain a market share. India has huge growing population
with a high disposable income. The Indian beverage market with these features created a hot
option for beverage marketers in 1950’s.

Indian beverage industry growth started from ParleAgro Pvt. Ltd. Company’s beverage brand
Limca. In 1956 cola’s giant Coca-Cola entered Indian market. The stiff compaction between
beverage companies gave a rapid growth to industry. But before 1974, Indian foreign
exchange act was not implemented. Because of this Indian government restricted the foreign
companies to stand in Indian market. The controversy between government and Coca-Cola
led Coca-Cola to leave Indian market. Later in 1993, again Coca-Cola re-entered Indian
market with government approval. Before Coca-Cola and PepsiCo’s marketing, more than 50
beverage brands developed and manufacturing their own brands in India. In1999, Coca-Cola

23
acquired ParleAgro’s brands, which is a huge competitor for them. Now ParleAgro’s product
Thumps Up, Limca and Gold Spot are owned and marketed by Coca-Cola.

After 2000, India ranked 3rd largest beverage consumption nation. In India 75% consumers
consume non-alcoholic beverages and 25% consumers consume alcoholic beverages. The
growth of Indian beverage market states that it is consuming more than 10% of global
beverages. Economic growth, population growth, power of retailers, safety regulations,
consumer demand, trends and globalisation are the factors driving development of Indian
beverage industry.

2.1.4 Leading market players

1. Coca-Cola Company
2. PepsiCo
3. UB Group
4. Dabur India Ltd.
5. TATA Global Beverages Ltd.
6. Nestle India
7. Cafe Coffee Day
8. Red bull India Pvt. Ltd.

2.1.5 Threats in beverage industry

Threat of
substitute
(high)
Bargaining Threats of
power of new
suppliers entrants
(low) (medium)

Bargaining
Industry
power of
rivalry
customers
(high)
(high)
Figure 2.3: Threats in beverage industry
Source: Entreprenuer.com

24
 2.1.6 Present status of the industry and future prospect

Despite of this squall of activity, the Indian beverage market is still cursed with lack of
sophistication and awareness. Customers still have concern about safety and quality. Price
remain obstruct. The marketers are still confused with how to take traditional ingredients to
modern processing. With huge distribution channel and strong retailers, beverage industry is
still unorganised. Presently industry is suffering from social issues, governance issues and
environmental issues. Tax structure, operational cost, scarcity of water and unorganised
sector competition are unfavourable for the future growth.

According to Indian Council for Research and International Economic Relations (ICRIER)
and the Indian Beverage Association (IBA), non-alcoholic beverage consumption is expected
to grow by 16.5% to 19% for the next three years. These estimates are based on growth in
GDP. By Coca-Cola and PepsiCo investment in bottling infrastructure to meet the growing
demand of beverage shows healthy growth of the industry. The Indian non-alcoholic
beverage market expected to touch $8.2 billion by 2016. Presently beverage industry is
growing in double digit and contributing 1% to India’s GDP. Dabur India, TATA beverages
and Nesle India are also big market share holders in industry and showing fair growth in their
business.

Health consciousness among the customers focused towards healthier eating and drinking
habit. Coca-Cola’s vision 2020, aimed at doubling its present business. Coca-Cola and
PepsiCo announcement on investment in India clearly indicates the growth in coming years.

25
 2.2 COMPANY PROFILE

2.2.1 Background of the company

The Coca-Cola Company is a carbonated and non-carbonated soft drinks manufacturing and
marketing company, playing a major role in beverage industry. The Coca-Cola products are
manufactured and sold in more than 200 countries. Trademarked in the name of The Coca-
Cola Company of Atlanta, Georgia and known worldwide, simply as coke. In 1886, John
Pemberton, a pharmacist in California invented carbonated drink and named it as Wine Coca.
The history of Coca-Cola started from here.

Pemberton’s employee designed the trademark of Coca-Cola and till today same trademark is
using by the company. Started from selling only nine glasses per day, now it is selling 10
billion gallons of syrup.

Figure 2.4: Dr John Smith Pemberton

Source: HCCBPL

After John Pemberton, Asa Griggs Candler becomes president of Coca-Cola. He is natural
born salesman and transformed Coca-Cola from invention to business. Candler followed
innovative and brilliant ways to market Coca-Cola. Candler also used aggressive promotion.
As a result people found Coca-Cola everywhere and growth of Coca-Cola thus begun. In
1899, it franchised its bottling operations in the U.S, growing quickly to reach 370
franchisees by 1910. Coke’s first international bottling plant was opened in 1906 in Canada,
Cuba, and Panama. By the end of the 1920’s, Coca-Cola was bottled in twenty-seven
countries throughout the world and was available in fifty-one more. Coca-Cola is the world’s
No.8 Brand in global 500, 2014. It stands 57th place in fortune 500 companies, 2015. Present
CEO of The Coca-Cola Company is Muhtar Kent.

26
2.2.2 Growth and development of the organisation

Hindustan Coca-Cola Beverages Private Limited (HCCBPL)

Coca-Cola entered India in 1956 and started business all over the India. But by the drawbacks
of Foreign Exchange Regulation Act (FERA), Coca-Cola left India in 1977. Again in October
1993, by agreement with Government of India, Coca-Cola re-entered Indian beverage market.
An agreement with the ParleAgro Group gave the quick hand over the Indian beverage
market. Coca-Cola accessed 53 manufacturing plant of ParleAgro Group, this led the Coca-
Cola to create International brand in India. In the initial stage Coca-Cola acquired Thumps
Up, Limca, Gold Spot and Maaza, which are the popular brands of ParleAgro Group. These
products become the popular brands of Coca-Cola and formed a strong brand image in Indian
consumers’ mind.

In the new globalised and liberalised economy in 1993, Coca-Cola re-entered with its own
100% subsidiary company named HCCBPL, manufacturing arm of Coca-Cola company. The
re-entry of Coca-Cola was based on some stipulation and commitments, which led the
company to diver its 49% stake to Indian resident shareholders in June 2002.

HCCBPL is made up of 60 manufacturing locations owning 7000 local employees and 500
managers. Coca-Cola beverage manufacturers are categorised into company owned bottling
operations (COBO); franchisee owned bottling operation (FOBO) and contract packers. In
India totally 27 COBO, 17 FOBO and 29 contract packers facilitate manufacturing of range
of products under the name of Coca-Cola company. 70000 retail outlets and 8000 distributors
are supporting the growth. Almost all goods required to cater to Indian market are made
locally. The complexity of Coca-Cola’s Indian market is distribution fleet.

“Think local, act local” is the mantra of Coca-Cola. Different strategy was used to attracting
urban and rural people. For urban India, “Life ho to aisi” and for rural India, “Thanda
matalab Coca-Cola”, was used and as the result, 37% growth in rural visa-vie 24% growth in
urban are sales are noticed. Per capita consumption of Coca-Cola was doubled between 2001
and 2003, due to the introduction of Rs 5 glass bottles. This new market accounted for over

27
80% of India’s new Coca-Cola drinkers. Coca-Cola’s mission and vision enable to achieve
success, recognition and loyalty worldwide.

HCCBPL Bengaluru is the company owned bottling operation arm which manufactures,
packers, merchandise and distributors of the Coca-Cola brand beverages and also a vending
partners. HCCBPL’s headquarter located in Gorgon, India. The present CEO of Hindustan
Coca-Cola beverages private limited is T Krishnkumar.

2.2.3 Organisational structure of HCCBPL

Figure 2.5: Organisation structure of HCCBPL

Source: HCCBPL

28
2.2.4 Promoters of The Coca-Cola Company

The key promoter of Coca-Cola Company is its chairman and chief executive officer, Mr.
Muhtar Kent. He is appointed as CEO in 2009; earlier he was chief operation officer. In
1979, Muhtar Kent joined Coke in Atlanta. He performed various marketing and leadership
activity in the company. Now he is leading all operations outside of North America.

Other promoters and board of directors of The Coca-Cola Company are,

Allen & Company Incorporated.

Herbert A. Allen President, Chief Executive officer &
Director
Aaron’s Inc.
Ronald W. Allen Former chairman of the board,
President & C E O.

Marks & Spencer Group plc.

Marc Bolland C E O and Director,
Bansco Santander, S.A.
Ana Botin Executive Chairman.
President, Buffet Farms; Buffet
Howard G. Buffet Foundation, Chairmen and CEO,

Partners LLC; Of Council, Katten

Richard M. Daley Rosenaman LLP.
Executive Chairman
IAC/Inter Active Corp & Expedia, Inc.
Barry Diller Chairman of the board & Senior
Executive.
CARE USA. President and Chief
Helen D. Gayle Executive Officer,

Chubb Limited, Chairman and Chief

Evan G. Greenberg Executive Officer.

Nuclear Threat Initiative.

Sam Nunn Co-Chairman and C E O,

29
2.3 VISION, MISSION AND QUALITY POLICY

Vision

“To be the best Sales and Distribution Company for consumer products in India connecting
people and the product of their choice”.

Mission

“Enriching lives across the country by building a consumer-driven, customer-focused,

employee-friendly, profitable, sustainable and socially responsible business in India”.

Quality policy

To ensure customer delight, commit in thoughts, deeds and action by continually improving
the process.

Values

Team work

Passion for Accountabi

winning lity

HCCBPL
Empower
values
Integrity
ment

Leadership Citizenship

Figure 2.6: Values of HCCBPL

Source: HCCBPL

30
2.4 Products profile

The Hindustan Coca-Cola Beverages Pvt. Ltd offers broad range of beverages to consumers.
At most all the beverages covered in non-alcoholic section are produced and marketed by
Coca-Cola. Company always think to innovate beverage manufacturing in terms of new
product or improvement in existing one. Following are the sum of important products of
Coca-Cola Company.

Coca-Cola: simply known as Coke, is the carbonated soft drink of

Coca-Cola Company. This brand is well known to world. Coca-Cola:
“Open happiness”.

Diet Coke: It is Coca-Cola Company’s sugar-free carbonated soft

drink. Diet Coke is sweetened with aspartame. Introduced in 1982,
Diet Coke quickly became the number-one selling low-calorie soft
drink in the world. Diet Coke: “You’re On Coke”.

Coke Zero: It is a low-calorie (0.3 kcal per 100ml) carbonated soft

drink. Especially for the men, who have to associate drink with
women having diet coke. Coke Zero: “Indistinguishable taste”.

Thumps Up: It is the largest market share holding brand of Coca-

Cola. When Coke returned to India, Coca-Cola brought Thumps Up
from ParleAgro Group. Presently it is having 42% market share of
Coca-Cola india. Thumps Up: “Aaj kuch toofani karte he”

31
Sprite: Sprite is the caffeine-free, lime and lemon flavoured,
colourless carbonated drink marketed by Coca-Cola in India. This
was a market response to 7 Up. Sprite: “Raasta Clear Hai”.

Sprite Zero: Sprite Zero is the colourless, lemon flavoured

carbonated drink with low calorie. This product is recently launched
in Indian market.

Fanta: Fanta is marketed in 1955, first time in Italy, but after it

introduced to India also. Fanta is also a carbonated soft drink,
which is orange flavoured. Fanta: “More Fanta Less Serious”.

Fuze Tea: Fuze beverages is the subsidiary of Coca-Cola Company.

Fuze is a brand of teas and non-carbonated soft drinks, enriched with
vitamins. In India, Fuze is available in peach and lemon flavour.

Limca: Limca is originally from ParleAgro Company, but in 1993

Coke acquired lime-lemon flavoured carbonated Limca From
Parle Agro. Limca: “Pyaas Bhadaao”.

32
 Maaza: Maaza is fruit juice produced by Coca-Cola. It is the
mango drink, which is currently having 90% of fruit juice market
in India. Maaza: “Maaza Lao Aam Ki Pyaas Bhujao”.

Minute Maid: Minute Maid is the first company to manufacture

a concentrated orange juice. Later it is owned by The Coca-Cola
Company and marketed in India.

Kinley: Kinley is the packed mineral water of Coca-Cola

beverages. Kinley water comes with promise of safety from
Coca-Cola. Kinley: “Boondh Boondh Mein Vishwas”.

Vio flavoured milk, Georgia Tea & coffee,

Schweppes carbonated water are also proud
products of Coca-Cola in India.

2.5 Area of operation

The Coca-Cola Company’s area of operation is at global level. In order to run operations
smoothly, company divided the areas on national territory basis. This would help the
company to achieve objectives, goals and mission. Coca-Cola is serving more than 200
countries in this world. All the operation and requirements are made in that country only.
Separate bottling units and franchisee is given to manufacture and market the Coca-Cola
brands under the trade mark of Coca-Cola.

In India area of operation is in the hand of HCCBPL, which is manufacturing and marketing
Coca-Cola products. Whole operations are managed and controlled by headquarter located in
Gorgon. Company owned bottling operation; franchisee owned bottling operation and
contract packagers are the manufacturers and distributors of the products. By these networks
every consumer can have the product nearby them.

33
2.6 Infrastructure facilities

Hindustan Coca-Cola Beverages Private Limited Bangalore is the one of the finest
infrastructure having unit in India. Bangalore’s corporate office and manufacturing unit are
located in different locations. Corporate office is having good basic welfare infrastructure and
separate departments. Good lighting condition, ventilation and work space, helping the
employees to carry on smooth work flow.

The manufacturing unit located near Bidadi, Bangalore is built in 2.16 acres of land. This
manufacturing unit is having different departments to go on different process/work.
Manufacturing, quality control and administration department are main departments in Bidadi
manufacturing unit. Bidadi manufacturing unit is third largest unit in India, having a good
transportation facility. The manufacturing plant has one PET line, which has the capability of
manufacturing 209 bottles per minute, and two RGB (returnable glass bottles) lines which
manufacture 600 bottles per minute and one juice line which yields 155 bottles per minute.
The unit is well established and having good air condition and other facilities. Safety
measures for workers are taken weighted in this unit.

Ones the packaging is completed, the produced products are warehoused in three depots. The
company have three well infrastructure warehouses, called north depot, east depot and mega
depot.

Figure 2.7: Infrastructure facility in HCCBPL

Source: HCCBPL
34
In Bidadi plant, there is a lack of water in summer season. In order to avoid that company
made an own water supply source, which is also treated for safety thereafter. Machineries are
made up of stainless steel which helps in good quality production. In requirement of meeting
the order, enhanced technology was installed in production process. To overcome the
electricity problem, unit installed generator with enhanced power of 320 KVA. In order to
fall in line with international standards, company adopted a principal’s technique for
production.

2.7 Competitor’s information

1. PepsiCo: The PepsiCo challenge, formally known as Blue & Red war, to keep up
with archrival, the PepsiCo never ends for the World’s # 2. PepsiCo is also into
carbonated and non-carbonated soft drinks manufacturer. PepsiCo’s soft drink brands
include Pepsi, Mountain Dew, Mirinda and slice. PepsiCo also sells Tropicana,
Gatorade, Lipton and Aquafina. In the total market share, 60.8% is owned by Coca-
Cola and remaining by PepsiCo and other beverage companies. In the contest to this,
Coca-Cola’s major competitor for the entire brand is PepsiCo only.

2. Nestle: Nestle is not a tough competitor for Coca-Cola, but in terms of cold tea
products and milk products, Coca-Cola is getting competition for Vio and Fuze Tea.

3. Dabur India Ltd: Dabur is a competitor for Coca-Cola in fruit juice market. Dabur’s
famous Real Fruit juice is giving a tough competition for minute made of Coca-Cola.

Other competitors are TATA Beverages and Redbull India Limited in terms of coffee
and energy drink.

35
 2.8 SWOT analysis

Strengths

 Brand Equity – Interbrand’s highest brand equity award was given to Coca-Cola.
Company with the unique brand identity will receive this award. A costliest brand,
having unique brand identity is the strength of Coca-Cola Company.
 Distribution network – A distribution network consists of 700000 retailers and
80000 distributors, made easy brand availability.
 Vast global presence – Coca-Cola is operating in more than 200 countries. Chance is
that, any where we go we can find coke in the market. These vast global presences
help Coca-Cola to build a mammoth brand name.
 Unique marketing strategies – By winning heart of consumers, Coca-Cola
differentiated itself from other brands. By targeting people of all age, unique
marketing strategy helped Coca-Cola to grow its strength.
 Low cost of operation – By forward planning and maintenance of consistency of
operation, the manufacturing, marketing and distribution channel, the operation of
Coca-Cola are cost effective. Minimized wastage of resources and time also
contribute to this.

Weaknesses

 Low export level – The brand created by the company are same in brand produced
worldwide, thereby export intensity is very small.
 Low product diversification – Coca-Cola Company is only beverage oriented. There
is no diversification in business, but the competitors like PepsiCo are in the other
businesses like Lays, KurKure etc...
 Absence in health beverages – Due to health consciousness, people are moving
towards healthy beverages. Carbonated drinks sees less fate, developed countries
consumption level may go down as people prefer to have healthy beverages.

36
Opportunities

 Developing nations and large domestic markets – Compared to any other beverage
company, Coca-Cola’s domestic market is high. By concentrating on domestic
market, company can increase its sales. Developing nation’s consumer beverage
having habit can be addressed by company.
 Export potential – Coca-Cola Company can come up with new goods that are not
innovated in other nations and can access to export of those beverages.
 Diversification – Coca-Cola Company is still into any other business, it has a
potentiality to enter, because of brand image, company will recognise in the market
quickly.
 Packed drinking water – Consumer preference on safe drinking water is the big
opportunity for beverage companies. Coca-Cola can come up with an improved
mineral water, will improve the market share.
 Supply chain improvements – The major leak in Coca-Cola is transportation.
Company can make improvements in this to make distribution effectively.

Threats

 Raw material sourcing – Water is the only threat to Coca-Cola. The threat is the
future water scarcity. It may affect the whole business.
 Indirect competition – Completion from unincorporated market players and coffee
chains like Cafe Coffee Day, Starbucks and Costa Coffee stealing market share of
Coca-Cola indirectly.
 Tax and Regulatory sector – The dynamic tax structure and regulations on FERA
and licensing policy are the major threat for the company.

37
Achievements and Awards

 Thai Pure Drinks awarded Royal Garuda in appreciation of corporate citizenship hard
work and significant role in Thai society.
 Guangming Corporate Social Responsibility Award of Multinationals. (September
2005)
 Social reporting transparency, Robert Environmental Centre (January 2006)
 Leader in Corporate Social Responsibility, Gerete (September 2006)
 American Chamber in Shanghai, Corporate Social Responsibility Award (2006)
 Argentina’s Most Admired Companies Ranking (October 2006)

2.9 Future growth and prospect of the company

 Coca-Cola Company is planned to come up with Automated Trailer Machine

(Vending Machine) for Coca-Cola products.
 In an aggressive bid to crack the country’s rural market, Coca-Cola is going to come
up with soft drinks of 100 ml packs of its mainstream fruit based beverage.
 All retailers to get web connectivity by 2016-17
 Clearly, India is a strategic market for Coca-Cola. We understand it by looking at the
company’s vision of doubling its revenue by 2020.

38
2.10 Analysis of Financial Statement

Financial statements of the company can be analysed through various accounting tools and
techniques. Some of the important tools are as follows,

Ratio Analysis

Analysis of relationship between two different figures is called as ratio analysis. The analyser
can use any ratio analysis technique in order to come to conclusion. Ratios are grouped into
structural, liquidity, profitability and turnover ratios. Some of the generally used ratios are,

1. Net fixed assets to funded debt – Security for the lenders can be measured by this
ratio and every organisation should have 2:1 that means, every one rupee debt should
have two rupees of fixed assets with it.

Net fixed assets to funded debt ratio =

2. Current ratio – Organisation’s short-term solvency can only be determined by current

ratio, i.e. dividing current assets by current liabilities. Ideal ratio is 2:1.

Current ratio =

3. Quick/Acid-test ratio – Quick ratio is better than current ratio because it won’t
consider the inventory. Quick assets like cash, sundry debtors and marketable
investment are considered. Ideal ratio is 1:1.

Quick ratio =

4. Return on sales ratio – This ratio determines the percentage of profit return on total
sales made by the company. This ratio includes the net profit after tax to net sales.

Return on sales ratio =

39
 5. Net profit to sales ratio – This ratio analyses the relationship between net profit after
tax and net sales. This can determine the profitability of the organisation.

Net profit to sales ratio =

6. Stock turnover ratio – The relation between average stock holding time and cost of
goods sold is termed as stock turnover ratio. The stock turnover ratio helps in
understanding stock sold during the given time period.

Stock turnover ratio =

Cost of goods sold = Sales – Gross profit. Average stock =

Other than ratio analysis, a financial statement of the company can be analysed through Cash
flow analysis, Comparative financial statements and Trend analysis.

Hindustan Coca-Cola Beverages Pvt. Ltd., Bangalore is a private organisation and due to
company’s confidential procedure no financial statements and sales data are revealed.

40
 CHAPTER 03

THEORITICAL BACKGROUND OF THE STUDY

3.1 Theoretical Background

Marketing

Marketing is the type of communication between business in addition to its customers

through the goal of exchanging product or services. Communicating the significance of the
product or services is a characteristic of marketing. Marketing consist of marketing mix,
which is a business tool used by marketers to marketing their product. When determining the
product or brands offer, the marketing mix is often crucial.

Marketing Mix

The marketing mix concept was first introduced by American Marketing Association in the
year 1953. It is still using for major marketing decisions on execution of marketing plan and
strategy. The marketing mix is often associated with four Ps. They are,

Product

Marketing
Price Place
Mix

Promotion

Figure 3.1: Components of marketing mix

Source: Marketing Management by Phillip Kotlar

41
Product

The very first thing to take a decision on starting a business is the product to be produced. All
other marketing plans are based on the product. The product can be classified as core product,
tertiary product and augmented product. Decision on which product should be produced will
in turn affect all the other variables of marketing mix.

Pricing

Pricing is only the component of marketing mix which is affected by lot of different variables
and hence constantly updated. The pricing of the product mainly depends on the cost,
advertisement and marketing expenses.

Place

Distribution channel of the product is referred as place in the marketing mix. Every product
needs its own distribution channel to reach the end consumers. There is different channel for
different products, like consumer product distribution channel is different from business
product distribution channel. Distribution has a huge effect on profit of the business.

Promotion

Promotion in the marketing mix includes the complete integrated marketing communication.
Promotion defined as creating customer awareness about a brand or product, creating brand
loyalty and generating the sales. Promotion also defined as one of the five pieces of
promotional mix.

42
Promotional mix

Promotional mix includes a blend of promotional variables selected by the marketers to

achieve business goals. The optimal budget allocation for different variables helps to reach
best marketing results. To find the right mix of these variables is the big challenge for the
marketers. Promotional mix elements or activities are varying, but typically include the
following.

 Advertising
 Personal selling
 Public relation or Publicity
 Direct marketing
 Sales promotion

Advertising is the promotion of goods, services or ideas and paid promotion by a particular
sponsor through mass medium. Examples of advertising include television, radio, catalogues,
motion pictures, web pages, brochures and banners.

Personal selling is the process of helping the one or more buyers to purchase the goods
through oral presentation, often in a face to face method or by telephonic calls. Examples of
personal selling include sales meeting, telemarketing, presentation and sample demonstration
of the product.

Public relation or publicity is the information about the product of the business
communicated to consumers by third party in direct way. This contains paid effort or free
publicity to stimulate interest and discussion among the end customers. Examples include
magazines, news paper, charitable contributions etc...

Direct marketing is nothing but directly communicating the end consumers. Creating the
awareness of the product in targeted consumer group through email, mobile messaging,
promotional letters or consumer interactive websites etc...

43
Sales promotion

Sales promotion is media or non-media marketing communication for narrow occasion,

focused on increase the shopper demand, improve product accessibility or to stimulate the
market require of the product or services. Sales promotion aimed either at consumer,
distribution channel members like retailers, retail employees or sales staff. Examples include
loss leader, point of purchase, product sample, premium, prizes, rebates and push money
scheme.

Sales promotions are broadly classified into two categories. They are,

Consumer sales
promotion
Sales
promotion
Trade sales
promotion

Figure 3.2: Sales promotion classification

Source: Phillip Kotler’s Marketing Management

Consumer sales promotion are sales promotion targeted end consumers of the product.
Some of the popular consumer sales promotion types are,

1. Price deal 6. Loss leader

2. Loyal reward programme 7. Mobile couponing

3. Cents-off deal 8. Rebates

4. Bonus pack deal 9. Point of sale displays

5. Coupons 10.Product sample

44
Trade sales promotion are sales promotion targeted retailers or retail employees. Important
trade sales promotion techniques are,

 Trade allowances: Intensives offered to retailers for increase the inventory of the
product
 Dealer loader: This scheme related to trade allowance, but here intensives given to
stock up on the product
 Trade contest: Creation of compaction between retailers and rewarding the most
product seller.
 Point of purchase displays: To create an urge in the consumers to impulse buying.
 Training programme: Retailers and retail employees are gone under training program
to know how to increase the sale.
 Push money: A reward or extra money paid to retail employees to push the product
sales. It is also called “spiffs”.

Below the line promotion – Below the line advertising or promotion formerly known as
BTL is the niche focused promotion technique rarely used by the companies in trade sales
promotion. BTL promotion grabs the attention of product channel i.e. distributors, retailers or
retail employees. In order to push the product in the market various rewards are offered to
these channel members.

Above the line promotion – Above the line promotion (ATL) is a type of mass
communication to direct consumers in order to pull the product in the market. This type of
advertising includes the television, radio and out-of-home promotions.

Through the line promotion – It is the combination of both below the line and above the
line promotions. It is the costliest way for creating a huge sales.

Issues in trade sales promotion

o Lack of accurate information

o Based on analytics sales promotion plan cannot be implemented
o Inefficient organisation and partner integration
o Lack of appropriate key information indicators
o Lack of timely information

45
Relating to sales promotion organisations or marketing communications uses some other
unique concepts like Above the line, Below the line and Through the line strategies. In a
nutshell, while above the line communication use media that are focused on mass media,
below the line communication are niche focused to build brand loyalty or increase sales
through rewards or offers. Above the line promotion are hard to measure, while below the
line promotions are highly measurable.

Through the line promotion or communication strategy is a combination of both above the
line promotion and below the line promotion. Most of the time organisations combine both
the below the line promotion strategy and trade sales promotion strategy to drive the sales.

Push money programme – It is the promotion program covered under the below the line
trade sales promotion campaigns. Push money is directed towards retailers especially for
retail employees. In order to get the reward under this concept, retail employees have to make
the huge sales. By measuring the sales made rewards are dispatched under this scheme.

Pull and Push strategy

Pull strategy

It means that the consumers vigorously seek out business product and retailers placing an
order for supply due to express consumer demand. A pull approach requires an extremely
noticeable product which can be developed all the way through mass media advertising or
similar procedure.

Push strategy

It explains the works that producer of a product requests to carry out to get the merchandise
to the patron. This may engage setting up distribution channel and persuading distributors and
retailer to stock the manufactured goods and push towards consumers.

46
3.2 Elaborative information on topic

The modern era of stiff competition and rivalry among the business organisation, it is
necessary for one organisation to win the customers for survival in the market. New trends in
beverage consumption habit of consumers led market players for updating of their products
continuously. Beverage production is one of the fast rising industries of India. The major
market players perform everything to attract the consumers in order to drive the sales. The
major motive of the consumer to buy a particular brand is brand awareness. Previous research
findings states that sales promotions are having greater influence on consumer buying
preference and can only create brand awareness among the consumers; thus all marketers
started focusing on sales promotion technique.

When the marketers come to know major sales are driven through sale promotion, they
initiated sales promotion strategy more attractively. Coca-Cola Company, one of the cola’s
giant in India come up with unique promotional strategy which is niche focused. To drive
more sale, not only consumer but distribution channel member is also important. Many of the
times consumers are forced to buy a certain product. This force is created by retailers or retail
employees. By understanding this, Coca-Cola introduced a new reward scheme called “push
money”. This concept is combination of below the line promotion and trade sales promotion.

A Study on Below the Line (BTL) Trade Sales Promotion Scheme in Restaurants by
Hindustan Coca-Cola Beverages Pvt. Ltd., Bangalore studies the effectiveness of below
the line trade sales promotion concept.

Coca-Cola Company is using the combination of below the line promotion with trade sales
promotion in return for growth in the sales of its products particularly in waiters servicing
restaurants in Bangalore. The below the line trade sales promotion reward to restaurant
employees called push money effectiveness and results are analysed in this study.

The push money concept was introduced by Coca-Cola in the month of October, 2015. For
this promotion scheme, waiters servicing restaurants in Bangalore city are selected. Waiters
of these selected restaurants are properly informed about scheme and their role in selling
Coca-Cola products to customers who visits the restaurants.

47
While taking an order from customer, waiters have to ask at least two or more times for
serving Coca-Cola products. Waiters are insisted to convince the customer to buy the Coca-
Cola products while having a food. In a prescribed manner individual waiter’s sales volume
are recorded and as per their sales volume, rewards are dismissed.

This topic is selected to study the effectiveness and importance of trade sales promotion
offered by Coca-Cola in restaurants. This study findings will help in understanding whether
the push money scheme or below the line trade sales promotion is helpful in motivating the
waiters, influence the selling pattern, increasing the sale and creates the association of food
and beverages in restaurants.

48
 CHAPTER 04

4.1 DATA ANALYSIS AND INTERPRETATION

The type of data analysis that can be experiment on a group of data will be influenced by
goals constructed and the actual collected data. To complete this research appropriately, it is
essential to evaluate the data composed in order to test the hypothesis and respond the study
questions. As already indicated in the earlier chapter, data is interpreted in a descriptive type.

This chapter comprises the analysis, presentation and interpretation of data findings resulting
from this research. The analysis and interpretation of data is carried out in two phases. The
first part consists of results base on the questionnaire and the second part consists of
hypothesis testing of the variables.

For this study the data are collected through selected restaurants enrolled under the BTL trade
sales promotion activity. The data are co-related and following analysis are take place.

Table 4.1 Table showing the type of restaurants enrolled.

Sl No Particular No of Respondents Percentage (%)

1 Fine dining restaurant 23 12.2

2 Casual dining restaurant 31 16.4

3 Quick service restaurant 36 19.0

4 Food courts 26 13.8

5 Cafes 15 07.9

6 Bar and restaurant 58 30.7

Total 189 100

Source: Primary data collected through questionnaire

49
Chart 4.1 Chart showing the type of restaurant enrolled.
35
30.7
30
25
19.0
20 16.4
13.8
15 12.2
10 7.9

5
0
Fine Dining Casual Dining Quick service Food Courts Cafes Bar and
Restaurant Restaurant Restaurant restaurants
Source: Table 4.1

Analysis:
From the above table and graph it is clear that 12.2% of the respondents are Fine dining
restaurant waiters, 14% are Casual dining restaurant waiters, 19% are Quick service
restaurant waiters, 13.8% are of Food courts, 7.9% are of cafes and 30.7% of respondents are
from Bar and restaurant waiters.

Interpretation:
From the above table and graph we can see maximum respondents are from Bar and
restaurant, followed by Quick service restaurants, Casual dining restaurants, Food courts,
Fine dining restaurants and cafes. Bar and restaurants are more because, under the BTL trade
sales promotion activity these restaurants are concentrated in order to increase the sales and
most of the restaurants are not a monopoly Coca-Cola selling units.

50
Table 4.2 Table showing location of the restaurant.

Sl No Particulars No of Respondents Percentage (%)

1 Prime commercial street 22 11.6

2 Main road side 15 7.9

3 Residential / Non-commercial 152 80.4

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.2 Chart Showing location of the restaurant.

11.6
7.9
Prime commercial
street
Main road side
80.4
Residential/non-
commercial

Source: Table 4.2

Analysis:

From the above table and graph we found that 80.4% of the restaurants are situated in
residential or non-commercial locations, 11.6% are in prime commercial streets and only
7.9% restaurants are situated near main road side.

Interpretation:

Above diagram clearly states that, most of the respondents are from the restaurants which are
situated in residential area, followed by prime commercial area and main road side
respectively.

51
Table 4.3 Table showing total seating capacity of the restaurants.

Sl No Particulars Respondents Percentage (%)

1 Below 30seats 84 44.4

2 30-50 seats 73 38.6

3 50-100 seats 25 13.2

4 100-150 seats 7 3.7

5 More than 150 seats 0 0

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.3 Chart showing total seating capacity of the restaurants.

50.0 44.4
38.6
40.0

30.0

20.0 13.2
10.0 3.7
0.0
0.0
Below 30 30-60 seats 60-100 seats 100-150 seats More than 150

Source: Table 4.3

Analysis:

By seeing above graph and tables it is clearly observed that 44.4% of restaurants are having
below 30 seats capacity, 38.6% restaurants having 30 to 60 seating capacity, 13.2% are
having 60 to 100 seat capacity and only 3.7% restaurants are having 100 to 150 seating
capacity. No restaurants are having more than 150 seats.

Interpretation:

From the above table and graph it is clear that in Bangalore city, most of the restaurant which
I have visited are having seat capacity of 30 and below. Some of the restaurants situated near
non-commercial streets are having a seats ranging from 30 to 60 and near prime commercial
streets, restaurants are having 60 to100 and 100 to 150 seats.

52
Table 4.4 Table showing services rendered by the respondents in the restaurant.

Sl No Particulars Respondents Percentage (%)

1 As a order taker 22 11.6

2 As s server 15 7.9

3 As Both 152 80.4

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.4 Chart showing services rendered by the respondents in the restaurant.

11.6 7.9

As an order taker
As an server
80.4 Both

Source: Table 4.4

Analysis:

From the above table and graph it is clear that 11.6% employees/waiters of restaurants render
a service as an order taker, 7.9% employees are only the servers and 80.4% of waiters act as
both order taker and as server.

Interpretation:

By observing the above data we can interpret that in restaurants most of the
employees/waiters render a service both as an order taker and server. There are very less,
which render a service only as order taker or server. So for the trade sales promotion scheme
can be targeted only towards the employees who act as both.

53
Table 4.5 Table showing respondent’s experience as a restaurant waiter.

Sl No Particulars Respondents Percentage (%)

1 Less than 1 year 27 14.3

2 1-2 years 50 26.5

3 2-4 years 47 24.9

4 4-8 years 44 23.3

5 Above 8 years 21 11.1

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.5 Chart showing respondent’s experience as a restaurant waiter.

30.0 26.5 24.9 23.3

25.0
20.0 14.3
15.0 11.1
10.0
5.0
0.0
Less than 1 1-2 years 2-4 years 4-8 years Above 8
year years

Source: Table 4.5

Analysis:

From the above table and graph it is clear 26.5% of waiters are having only 1 to 2 years
experience, 24.9% waiters having 2 to 4 years experience, 23.3% waiters having 4 to 8 years
experience, 14.3% waiters having less than 1 year experience and only 11.1% waiters are
having above 8 years experience.

Interpretation:

From the above data it is clearly observed that newly joined waiters are more in restaurants
and most of the waiters are less experienced, so company can give proper information and
guidelines to waiters regarding how to push the product or to increase the sales in order to
attain goals.

54
Table 4.6 Table showing restaurants’ soft drink selling type.

Sl No Particulars Respondents Percentage (%)

1 Coca-Cola monopoly 144 76.2

2 PepsiCo monopoly 0 0.0

3 Both 45 23.8

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.6 Chart showing restaurants’ soft drink selling type.

Both
24%
Pepsi
monopoly
0%
Coca Cola
monopoly
76%

Source: Table 4.6

Analysis:

From the above table and graph we can observe those restaurants enrolled are of 76% Coca-
Cola monopoly restaurants. No restaurant has PepsiCo monopoly and 24% of restaurants are
selling both Coca-Cola and PepsiCo soft drinks.

Interpretation:

From the above table we can interpret that, company focusing its trade sales promotion on
Coca-Cola selling restaurants only. There is only little consideration on restaurants which are
selling both Coca-Cola and PepsiCo soft drinks. This is because of Coca-Cola selling outlets
most of the times don’t sell PepsiCo products.

55
Table 4.7 Table showing percentage of customers buys beverages along with food.

Sl No Particulars Respondents Percentage (%)

1 Below 20% 27 14.3

2 20%-50% 52 27.5

3 50%-80% 66 34.9

4 More than 80% 44 23.3

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.7 Chart showing percentage of customers buys beverages along with food.

More than 80% 23.3

50%-80% 34.9

20%-50% 27.5

Below 20% 14.3

Source: Table 4.7

Analysis:
From the above table and graph it is observed that 23.3% respondents says more than 80%
customers will take beverages along with food, 34.9% respondents says 50% to 80%
customer will, 27.5% respondents says 20% to 50% customer will and 14.3% respondents
says below 20% of customers will take beverages along with food.

Interpretation:

From the analysis we can see that most of the respondents feel that 50% to 80% of customers
will take beverages along with food and only 14.3% respondents feel below 20% of
customers. By this analysis it is clear that most of the customers will take the beverage along
with the food.

56
Table 4.8 Table showing most demanded Coca-Cola brands by customers, while taking
order by the waiters.

Sl No Particulars Respondents Percentage (%)

1 Coca-Cola 34 18
2 Thumps Up 68 36
3 Sprite 30 15.9
4 Fanta 20 10.6
5 Maaza 22 11.6
6 Limca 15 7.9
Total 189 100
Source: Primary data collected through questionnaire

Chart 4.8 Chart showing most demanded Coca-Cola brands by customers, while taking
order by the waiters.

36.0

18.0 15.9
10.6 11.6
7.9

Coca Cola Thumps Sprite Fanta Maaza Limca

Up

Source: Table 4.8

Analysis:

From the above table and graph it is clear that 36% of the customers take Thumps Up along
with food, 18% of the customer will take Coca-Cola, 15.9% customers will take Sprite,
11.6% customers will take Maaza, 10.6% of customers will take Fanta and only 7.9% of
customers will take Limca along with food.

Interpretation:

From the above table it is clear that Thumps Up is the highly preferred brand followed by
Coca-Cola, Sprite, Maaza, Fanta and Limca. Thumps Up is the highest selling because of
brand awareness and taste.

57
Table 4.9 Table showing time or session the sales are high.

Sl No Particulars Respondents Percentage (%)

1 Morning 09-12am 27 14.3

2 Afternoon 12-03pm 93 49.2

3 Evening 03-07pm 22 11.6

4 Night after 7pm 47 24.9

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.9 Chart showing time or session the sales are high.

49.2
50.0

40.0
24.9
30.0
14.3
20.0 11.6

10.0

0.0
Morning 09- Afternoon 12- Evening 03- Night after
12am 03pm 07pm 7pm

Source: Table 4.9

Analysis:

From the above table and graph we can observe that as per opinion of 49.2% respondents,
there is high sale in between 12pm to 3pm afternoon. 24.9% respondents says there is high
sale night after 7pm, 14.3% says there is a high sale in morning between 9am to 12pm and
only 11.6% respondents feel that there is a high sale in evening 3pm to 7pm.

Interpretation:

From the above data it is observed that there is a high sale in afternoon and night compared to
morning and evening session of restaurant. The afternoon lunch time is the highest beverage
selling time because the customers will take beverages along with food for the cooling
purpose.

58
Table 4.10 Table showing fast moving bottle size.

Sl No Particular Respondents Percentage (%)

1 200 ml 145 76.7

2 300 ml 44 23.3

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.10 Chart showing fast moving bottle size.

300 ml
23%

200 ml
77%

Source: Table 4.10

Analysis:

From the above table and graph we can see that, 76.7% of selling includes 200 ml bottles and
23.3% of selling include 300 ml bottles of Coca-Cola products.

Interpretation:

From the above data we can interpret that sale of 200 ml bottles are more in restaurants and
300 ml bottles are low in sales. 200 ml bottles are cost effective and limited in quantity,
because of this reason the sales of 200 ml bottles are high.

59
Table 4.11 Table showing bottles sold per day individually by respondents.

Sl No Particular Respondents Percentage (%)

1 Below 10 27 14.3

2 10-20 bottles 37 19.6

3 20-30 bottles 72 38.1

4 30-50 bottles 52 27.5

5 More than 50 bottles 1 0.5

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.11 Chart showing bottles sold per day individually by respondents.

40.0 38.1
35.0
30.0 27.5
25.0
19.6
20.0
14.3
15.0
10.0
5.0 0.5
0.0
Below 10 10-20 bottles 20-30 bottles 30-50 bottles More than 50

Source: Table 4.11

Analysis:

From the above table and graph it is clear that 14.3% of respondents are selling below 10
bottles per day individually. Followed by 19.6% of respondents selling 10 to 20 bottles,
38.1% respondents are selling 20 to 30 bottles, 27.5% are selling 30 to 50 bottles and only
0.5% respondents are selling more than 50 bottles per day.

Interpretation:

From the above data we can see that most of the respondents are selling only 20 to 30 bottles
per day and only 0.5% respondents are selling more than 50 bottles per day. This sis because
of customer traffic is low and everybody not prefer a beverage along with food.

60
Table 4.12 Table showing the number of respondents convinces the customer for
additional purchase of Coca-Cola.

Sl No Particular Respondents Percentage (%)

1 Yes 160 84.7

2 No 29 15.3

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.12 Chart showing the number of respondents convinces the customer for
additional purchase of Coca-Cola.

15.3

Yes
No
84.7

Source: Table 4.12

Analysis:

From the above table and graph it is observed that 84.7% respondents convince the customers
for additional purchase of Coca-Cola product. Remaining 15.3% respondents are not going to
convince the customers for additional purchase.

Interpretation:

From the above data we can interpret that more of the respondents i.e. 84.7% are helping in
increase the sales by convincing the customers. Company should concentrate on the other
15.3% and make them convince for getting more sale in restaurants. The waiters who are
getting the guidelines are only able to convince the customers.

61
Table 4.13 Table showing number of times waiters ask the customer for serving Coca-
Cola brands.

Sl No Particular Respondent Percentage (%)

1 Never 24 12.7
2 One time 48 25.4
3 1-2 times 55 29.1
4 2-3 times 41 21.7
5 More than 3 times 21 11.1
Total 189 100
Source: Primary data collected through questionnaire

Chart 4.13 Chart showing number of times waiters ask the customer for serving Coca-
Cola brands.

35.0
29.1
30.0 25.4
25.0 21.7
20.0
15.0 12.7 11.1
10.0
5.0
0.0
Never One Time 1-2 Times 2-3 Times More than 3
Times

Source: Table 4.13

Analysis:

From the above table and graph we can observe that 12.7% respondents never ask any
customer for serving beverages. 25.4% respondents at least asks one time, 29.1% of
respondents asks 1 to 2 times, 21.7% respondents asks 2 to 3 times and 11.1% respondents
ask the customer more than 3 times to serve beverages.

Interpretation:

From the above data it is clearly observed that most of the respondents ask the customer 1 to
2 times for serving beverages. In order to push the beverage sale, the waiters have to ask the
customers many more times to serve the products. The low rate of asking may be because of
no convincing skills.

62
Table 4.14 Table showing from how many weeks respondents receiving BTL sales
promotion reward.

Sl No Particular Respondents Percentage (%)

1 Less than a week 57 30.2

2 1-4 weeks 56 29.6

3 4-6 weeks 38 20.1

4 More than 6 weeks 38 20.1

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.14 Chart showing from how many weeks respondents receiving BTL sales
promotion reward.

35.0 30.2 29.6

30.0
25.0 20.1 20.1
20.0
15.0
10.0
5.0
0.0
Less than a 1-4 weeks 4-6 weeks More than 6
week weeks

Source: Table 4.14

Analysis:

From the above table and graph it is clear that 30.2% respondents are receiving BTL sales
promotion reward by less than a week, 29.6% respondents are receiving by 1 to 4 weeks,
20.1% respondents receiving by 4 to 6 weeks and 20.1% respondents are receiving by more
than 6 weeks.

Interpretation:

From the above analysis we can see that more of the respondents are recently enrolled under
BTL trade sales promotion activity, i.e. 30.2% and 20.1% respondents are enrolled more than
6 weeks ago. Most of the restaurants are recently enrolled under the BTL scheme.

63
Table 4.15 Table showing respondent’s motivation level to sell more Coca-Cola products
by BTL trade sales promotion scheme.

Sl No Particular Respondents Percentage (%)

1 Yes 163 86.2

2 No 26 15.3

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.15 Chart showing Respondent’s motivation level to sell more Coca-Cola
products by BTL trade sales promotion scheme.

15.3

Yes
No

86.2

Source: Table 4.15

Analysis:

From the above table and graph we can observe that, 86.2% respondent is motivated by BTL
trade sales promotion reward scheme to push the sales. Remaining 15.3% respondents are
still not motivated by the current reward program.

Interpretation:

From the analysis we can interpret that most of the respondents are motivated to push the
sales by current reward program, but 15.3% of respondents are not motivated by current
reward program. Company can increase the motivation level by changing the reward type or
by attractive reward program. Current reward program is helpful in motivating the waiters to
sell the product.

64
Table 4.16 Table showing company representatives’ communication.

Sl No Particular Respondents Percentage (%)

1 Daily 23 12.2

2 Once in a week 99 52.4

3 Once in a fortnight 48 25.4

4 Once in a month 19 10.1

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.16 Chart showing company representatives’ communication.

60.0
52.4
50.0

40.0

30.0 25.4

20.0
12.2 10.1
10.0

0.0
Daily Once in a week Once in a fortnight Once in a month

Source: Table 4.16

Analysis:

From the above table and graph it is clear that, 52.4% of respondents are having a
communication once in a week with company representatives, 12.2% will have daily
communication, 25.4% will have once in a fortnight and 10.1% are having communication
once in a month.

Interpretation:

From the above analysis it is clear that most of the respondents communicate with the
company representative once in a week. Company representative on a fixed time interval
communicate the respondents and make the updating. Company policy is to communicate all
the outlets once in a week, so communication once in a week is high.

65
Table 4.17 Table showing waiters receiving any training or guidelines from
representative on how to increase the sales.

Sl No Particular Respondents Percentage (%)

1 Yes 104 55

2 No 85 45

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.17 Chart showing waiters receiving any training or guidelines from
representative on how to increase the sales.

45.0
55.0

Yes No

Source: Table 4.17

Analysis:

From the above table and graph it is clearly observed that 55% of respondents are taking
proper guidelines and training from the company representative and 45% representative are
not receiving any guidelines or training on how to push the sales.

Interpretation:

From the above analysis we can see that only 55% respondents are receiving guidelines from
representative and other 45% are not receiving any guidelines. So company representative
have to give a proper guidelines to all representative, who enrolled under BTL scheme in
order to push the sales in restaurant and to make a association of food and beverages in
restaurants.

66
Table 4.18 Table showing waiters opinion on, “Introduction of BTL trade sales
promotion scheme has increased a trend of association of order taking of beverages
along with food”.

Sl No Particular Respondents Percentage (%)

1 Yes 140 74.1

2 No 49 25.9

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.18 Chart showing waiters opinion on, “Introduction of BTL trade sales
promotion scheme has increased a trend of association of order taking of beverages
along with food”.

25.9

Yes
No
74.1

Source: Table 4.18

Analysis:

From the above table and graph it is clear that 74.1% respondents agree that BTL trade sales
promotion has increased trend of association of order taking of beverages along with food
and 25.9% respondents are not agree for this.

Interpretation:

From the above data we can clearly see that introduction of BTL trade sales promotion
scheme has increased trend of association of order taking of beverages along with food.
Because majority of the respondents, i.e. 74.1% are agree to this.

67
Table 4.19 Table showing respondents’ opinion on sales increase because of trade sales
promotion.

Sl No Particular Respondents Percentage (%)

1 Yes 154 81.5

2 No 35 18.5

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.19 Chart showing respondents’ opinion on sales increase because of trade sales
promotion.

18.5

Yes
No

81.5

Source: Table 4.19

Analysis:

From the above table and graph it is clear that, sales of Coca-Cola beverages are increased by
trade sales promotion scheme. Because 81.5% respondents says after this scheme the sales
are increased and only 18.5% respondents says sales are not increased in restaurants.

Interpretation:

From the above data we can interpret that by the introduction of BTL trade sales promotion
reward scheme, the sales of Coca-Cola products has increased in restaurants, although there
is a opinion that sales has not increased. But majority of the respondents (i.e. 81.5%) feel that
sales have been increased.

68
Table 4.20 Table showing issues on reward program.

Sl No Particular Respondents Percentage (%)

1 Yes 18 9.5

2 No 171 90.5

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.20 Chart showing issues on reward program.

9.5

Yes
No

90.5

Source: Table 4.20

Analysis:

From the above table and graph it is clear that 90.5% respondents have no issues on current
reward scheme, but 9.5% respondents are having some issues regarding current reward
scheme.

Interpretation:

From the above data we can understand that current reward program have an acceptance by
the despondences. But still some issues are there regarding reward item offered and
satisfaction of respondents. Waiter’s satisfaction level results in no issue of reward program
offered by Coca-Cola.

69
Table 4.21 Table showing satisfaction level of current reward program.

Sl No Particular Rating No of Weighted

respondents Score

1 Highly satisfied 5 30 150

2 Satisfied 4 107 428

3 Neither satisfied not dissatisfied 3 38 114

4 Dissatisfied 2 8 16

5 Highly dissatisfied 1 6 6

Total 189 714

Weighted Mean Score 3.77

Source: Primary data collected through questionnaire

Chart 4.21 Chart showing satisfaction level of current reward program.

500 428
400
300
200 150
114
100
16 6
0
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor dissatisfied
dissatisfied

Source: Table 4.21

Analysis:

From the above table and graph it is clearly observed that 30 respondents are highly satisfied,
107 are satisfied, 38 respondents are neither satisfied nor dissatisfied, 8 are dissatisfied and
only 6 respondents are highly dissatisfied about the reward program.

Interpretation:

From the above analysis it is found that, the mean weighted score is 3.77, which mean
respondents are satisfied with the current reward program offered by Coca-Cola Company.

70
Table 4.22 Table showing change in selling pattern/behaviour of respondents.

Sl No Particular Respondents Percentage (%)

1 Yes 75 39.7

2 To some extent 85 45.0

3 No 29 15.3

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.22 Chart showing change in selling pattern/behaviour of respondents.

15.3
39.7
Yes
To some extent
45.0 No

Source: Table 4.22

Analysis:

From the above table and graph it is clear that 39.7% respondents agree that because of
introduction of trade sales promotion scheme, they have changed their selling pattern. 45%
respondents feel some extent and 15.3% respondents fell no changes in their selling pattern.

Interpretation:

From the above analysis we can interpret that most of the respondents have changed their
selling pattern/behaviour, influenced by trade sales promotion scheme. There is also some
respondents’ i.e. 45% are changed to some extent and remaining 15.3% are still continuing
with their old selling pattern.

71
Table 4.23 Table showing number of respondents ready to shift to other company
beverage selling, if the offers made by others’ are similar/more.

Sl No Particular Respondents Percentage (%)

1 Yes 135 71.4

2 No 54 28.6

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.23 Chart showing number of respondents ready to shift to other company
beverage selling, if the offers made by others’ are similar/more.

Yes
No
71%
29%

Source: Table 4.23

Analysis:

From the above table and graph we can see that 71.4% respondents are ready to shift to other
company beverage sales if they got more or similar reward by them, but 29% of respondents
are not ready to shift.

Interpretation:

From the above analysis we can interpret that there are some respondents who are company
loyal and some are not.

72
Table 4.24 Table showing company policy in recognising the good sales/lead generating
waiter.

Sl No Particular Rating Respondents Weighted Score

1 Highly satisfied 5 45 225

2 Satisfied 4 82 328

3 Neither satisfied not dissatisfied 3 52 156

4 Dissatisfied 2 6 12

5 Highly dissatisfied 1 4 4

Total 189 325

Weighted Mean Score 3.83

Source: Primary data collected through questionnaire

Chart 4.24 Chart showing company policies in recognising the good sales/lead
generating waiter.

400 328
300 225
156
200
100 12 4
0
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor dissatisfied
dissatisfied

Source: Table 4.24

Analysis:

From the above table and graph it is clearly observed that 45 respondents are highly satisfied,
82 respondents are satisfied, 52 are neither satisfied nor dissatisfied, 6 are dissatisfied and
only 4 respondents are highly dissatisfied on company recognition policy.

Interpretation:

From the above analysis it is found that, the mean weighted score is 3.83, which mean
respondents are satisfied with the company recognition policy towards high sale leading
waiters.

73
Table 4.25 Table showing type of reward preferred by the respondents.

Sl No Particular Respondents Percentage (%)

1 Mobile currency recharge 38 20.1

2 Cash prize 54 28.6

3 Discount coupons 38 20.1

4 Electronic goods/articles 28 14.8

5 Household goods 31 16.4

Total 189 100

Source: Primary data collected through questionnaire

Chart 4.25 Chart showing type of reward preferred by the respondents.

30.0 28.6

25.0
20.1 20.1
20.0 16.4
14.8
15.0
10.0
5.0
0.0
Mobile currency Cash prize Discount coupons Electronic Household goods
recharge goods/articles

Source: Table 4.25

Analysis:

From the above table and graph it is clearly observed that 20.1% respondents prefer mobile
currency recharge, 28..6% respondents prefer cash prize, 20.1% respondents prefer discount
coupons, 14.8% respondents prefer electronic goods or articles and 16.4% respondents prefer
household goods as reward in trade sales promotion program.

Interpretation:

From the above analysis we can interpret that, respondents satisfaction can be increased by
offering rewards as per their preference. This may help the company to achieve planned
objectives.

74
 4.2 STATISTICAL TOOL RESULT AND HYPOTHESIS TESTING

Objective 01: To assess the BTL trade sales promotion scheme used by the company is
effective in motivating the waiters to sell more products.

Ho 1: Trade sales promotion scheme does not significantly motivate the waiters to sell more
products.
Ha 1: Trade sales promotion scheme significantly motivate the waiters to sell more products.

Table 4.2.1 Table showing Chi-square calculation of hypothesis 1.

Number of Observed value Expected value

Observations (Q) (E) (Q – E) (Q – E)2 / E
Q11 30 25.8 4.2 0.68
Q12 97 92.2 4.8 0.24
Q12 30 32.7 -6.5 1.06
Q14 03 6.8
Q15 03 5.1 -2.1 0.86
Q21 00 4.1 -4.1 4.1
Q22 10 14.7 -1.9 0.18
Q23 08 5.2
Q24 05 1.1 6.1 19.58
Q25 03 0.8
Total X2 Calculated 26.7

Hypothesis Sample Degree of Significance Chi-square value Decision

freedom level
Tabulated Calculated

Ho1 189 6 0.05 12.59 26.7 Reject

The result of x2 presented in the above table clearly shows that, x2 calculated is greater than x2
tabulated at 0.05 (5%) significance level. Therefore null hypothesis is rejected and alternative
hypothesis is accepted stating that, trade sales promotion scheme significantly motivate the
waiters to sell more products.

75
Independent variable X – Satisfaction level of current reward program

Dependent variable Y – Motivation to sell more products

a b
R2 (constant) (variable) Y= a + b X

13.9% 0.812 0.147 Y= (0.812)+( 0.147)X

Coefficient of determination, only 13.9% variation in Y variable can be explained by X

variable. Both the values are positive, so these two variables are having positive relationship.

Objective 02: To assess trade sales promotion scheme have a influence on waiters selling
pattern.
Ho 2: Trade sales promotion scheme does not significantly influence the selling pattern in
restaurants.
Ha 2: Trade sales promotion scheme significantly influence the selling pattern in restaurants.

Table 4.2.2 Table showing Chi-square calculation of hypothesis 2.

Number of Observed value Expected value
Observations (Q) (E) (Q – E) (Q – E)2 / E
Q11 26 11.90 14.1 16.70
Q12 37 42.46 -5.46 0.70
Q13 11 15.07
Q14 01 3.17
Q15 00 2.38 -8.62 3.60
Q21 03 13.49 1.39 0.03
Q22 60 48.12
Q23 20 17.08
Q24 02 3.59 -1.36 0.07
Q25 00 2.69

76
 Q31 01 4.60 -10.01 4.76
Q32 10 16.41
Q33 07 5.83 1.17 0.23
Q34 05 1.22 3.78 11.71
Q35 06 0.92 5.08 28.05
Total X2 Calculated 65.85

Hypothesis Sample DF Significance Chi-square value Decision

size level Tabulated Calculated

Ho2 189 10 0.05 18.307 65.85 Reject

The result of x2 presented in the above table clearly shows that, x2 calculated is greater than x2
tabulated at 0.05 (5%) significance level. Therefore null hypothesis is rejected and alternative
hypothesis is accepted that, trade sales promotion scheme significantly influence the selling
pattern in restaurants.

Independent variable X – Satisfaction level of scheme

Dependent variable Y – Selling pattern

a b
2
R (constant) (variable) Y= a + b X

22.4% 0.878 0.396 Y= (0.878)+(0.396)X

Coefficient of determination, only 22.4% variation in Y variable can be explained by X

variable. Both the values are positive, so these two variables are having positive relationship.

77
Calculation of Chi-square using P-value distribution

This approach is appropriate for this calculation because,

 Sampling method is simple random sampling

 The variables are categorical
 Expected frequency count in each cell is more than 5

In these circumstances we can use the P-value calculator for finding out the criteria for
accepting or rejecting the null hypothesis.

Objective 03: To understand the impact of creating the strong association of food and
beverages in restaurants by below the line trade sales promotion.

Ho 3: Association of order taking for beverages along with food does not increase the sales.
Ha 3: Association of order taking for beverages along with food will increase the sales.

Table 4.2.3 Table showing calculation of Chi-square test for hypothesis 3.

Number of Observed value (Q) Expected value (E) (Q – E)2 / E

Observations
Q11 126 114.07 1.24
Q12 28 39.9 3.54
Q21 14 25.9 5.46
Q22 21 9.07 15.69

Total X2 Calculated 25.93

In order to find X2 tabulation, we use the X2 distribution calculator to locate P( X2 ˃ 25.93) =
0.0001

Since the P-value (0.0001) is less than the level of significance (0.05), thus null hypothesis is
rejected and alternative hypothesis is accepted, that is association of order taking for
beverages along with food will increase the sales.

At the significance level of 0.05, correlation between association of beverages and food is
+0.37, that means they are positively correlated. If the association of order taking of
beverages along with food increases, sales also increase.

78
Objective 04: To assess guidelines/training given by the company provoke the customers to
convince the customers for additional purchase.

Ho 4: Guidelines/training by company does not provoke the waiters to convince the

customers for additional purchase.
Ha 4: Guidelines/training by company provokes the waiters to convince the customers for
additional purchase.

Table 4.2.4 Table showing Chi-square test for hypothesis 4.

Number of Observed value (Q) Expected value (E) (Q – E)2 / E

Observations
Q11 87 88.04 0.012
Q12 73 71.95 0.015
Q21 17 15.95 0.069
Q22 12 13.04 0.090

Total X2 Calculated 0.186

In order to find X2 tabulation, we use the X2 distribution calculator to locate P( X2 ˃ 0.186) =

0.6663
Since the P-value (0.6663) is greater than the level of significance (0.05), thus null
hypothesis is accepted, thus guidelines/training by company does not provoke the waiters to
convince the customers for additional purchase.
Correlation between association of beverages and food is -0.031 that means they are
negatively correlated.

Objective 05: To assess the waiters satisfaction towards the scheme offered.
By the data covered in table 4.21, waiter’s response towards satisfaction of BTL trade sales
promotion scheme are analysed and by the calculated waited mean score of 3.77 we can
clearly specify that waiters of restaurants are satisfied towards the current reward program
under BTL trade sales promotion scheme offered by Coca-Cola.

79
 CHAPTER 05

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings

 The BTL trade sales promotion scheme used by company in increasing the sales by
influencing the waiter to sell the product.
 Waiters selling pattern of Coca-Cola products are influenced by scheme.
 The association of order taking for beverages along with food has been increased.
 Guidelines/training by the company is not helpful in creating the convincing skill in
waiters.
 Waiters are satisfied with current reward program.
 It is clear from the analysis that most of the restaurants (30.7%), enrolled under BTL
scheme are bar and restaurants.
 80.4% of the sampled restaurant’s waiters are from restaurants situated near
residential or non-commercial area.
 Highest numbers of restaurants are having a seating capacity of below 30.
 80.4% respondents are both order takers and suppliers.
 26.5% respondents or waiters are having only one to two years of experience as
waiters.
 Coca-Cola monopoly selling outlets are concentrated for BTL reward program.
 50% to 80% of the customers will have a soft drink along with food, as felt by 34.9%
respondents.
 Thumps Up is the highest selling brand of Coca-Cola.
 In afternoon session 12pm to 3pm, the sales are high.
 200 ml bottle size is fast moving in restaurants.
 On an average, individual waiter will sell 20 to 30 bottles per day.
 15.3% waiters are not going to convince the customer for additional purchase of
Coca-Cola products.
 Only 21 respondents ask the customers more than three times for serving the coke
products, remaining waiters will ask very less times.
 Most of the restaurants are recently enrolled for BTL trade sales promotion scheme.

80
  86.2% of the waiters are motivated by reward scheme to sell more Coca-Cola
products.
 52.4% waiters have a weekly communication with the company representatives.
 Only 55% of waiters are receiving guidelines from company representatives about
how to increase the sales.
 74.1% of the waiters felt, reward program increased the association of order taking for
beverages along with food.
 By the introduction of BTL trade sales promotion scheme, waiters feel there is an
increase in the sales of Coca-Cola beverages.
 Only 9.5% waiters have some issues regarding reward scheme and other 90.5% are
have nothing issue about reward scheme.
 On an average, waiters are satisfied with the current reward program.
 Reward scheme changed the waiters selling pattern at some extent.
 Most of the respondents are ready to shift to other company beverage sales, if they
offer more reward.
 Coca-Cola Company’s policy for recognising the lead generated sales waiter is good.
 Cash prize is the most expected reward from waiters.

5.2 Suggestions

 Company representative should give proper guidelines on how to push the product,
how to convince the customers and how many times they have to ask the customer for
serving Coca-Cola products.
 Company can also increase the association of food and beverages by visible inventory
or end cap display of the products in restaurants.
 Company should concentrate on both Coca-Cola and Pepsi selling restaurants in order
to gain a competitive advantage.
 Waiter’s issues regarding reward scheme are to be properly addressed.
 Policy towards recognising the lead generated waiters are to be more effective to
attract the waiters and to build waiters loyalty towards company.
 Waiters expected reward can be conveyed to increase the satisfaction level of waiters.
 Company can provide leaf lets, menu cards, etc to restaurants containing trade mark
and brand name of the company.

81
5.3 Conclusion

The main purpose of this study was to evaluate the trade sales promotion activities of Coca-
Cola Beverages Company in restaurants. From the data collected and analysed, it can be
concluded that waiters of restaurants are satisfied with the current reward program. BTL trade
sales promotional activities has a positive relationship with the selling patterns and effective
implementation of BTL trade sales promotion tools lead to increase in sales volume and
invariably leads to higher profit. Trade sales promotions activities have a long way to go in
Indian beverages market and need to be used more effectively in order to influence the retail
employees to push the product in the market.

Coca-Cola products are well established brands in market. Customers will pull the product
because of its brand awareness. But company is also focusing on pushing the product through
retail employees in order to gain competitive advantage. By introducing the below the line
trade sales promotion scheme in restaurants company motivated waiters to sell its product in
huge volume and influenced on selling pattern of waiters. Reward scheme helped Coca-Cola
in increasing the association of food and beverages.

BTL trade sales promotion can be made more effective by considering following aspects, first
retail employees’ satisfaction, secondly influence on selling pattern and thirdly creating a
strong association of food and beverages in restaurants. This is having a more implication on
effectiveness of BTL trade sales promotion activity. During designing a BTL trade sales
promotion activity these aspects should be considered.

82
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 ANNEXURE

Contents

 Weekly progress report

 Questionnaire
 QUESTIONNAIRE

Dear respondents,

I am delighted to introduce myself as Naveen Dattatreya Hegde, as a MBA student of

Acharya Institute of Technology, Bangalore. I have undertaken a research study on BTL
Trade Sales Promotion as a part of my MBA core curriculum. I honestly request you to fill
the questions in this questionnaire as truthful as possible. Honest responses would provide
well-built basis to come to conclusion. I assure you that all information gathered will be held
classified and used only for the point of research and academic only.
___________________________________________________________________________

Respondents name:
Restaurant name:
Area:
--------------------------------------------------------------------------------------------------------------
1. What type of restaurant it is?
a. Fine dining restaurant [ ] b. Casual dining restaurant [ ]

c. Quick service restaurant [ ] d. Food Courts [ ]

e. Cafes [ ] f. Bar and Restaurant [ ]

2. The location of restaurant is,

a. Prime commercial street [ ] b. Main road side [ ]

c. Residential / non-commercial [ ]

3. Total seating capacity in your restaurants is,

a. Below 30 [ ] b. 30-60 seats [ ]

c. 60-100 seats [ ] d. 100-150 seats [ ]

e. More than 150 [ ]

4. What type of service you are rendering in restaurants?

a. As an order taker [ ] b. As a server [ ]

c. As both [ ]
5. Your experience as waiters
a. less than 1 year [ ] b. 1-2 years [ ]
c. 2-4 years [ ] d. 4-8 years [ ]
e. Above 8 years [ ]

6. Which Company soft drinks do you serve to customers?

a. Coca-Cola monopoly [ ] b. PepsiCo monopoly [ ] c. Both [ ]

7. What percentage of customers buys beverages along with food?

a. Below 20% [ ] b. 20%-50% [ ]
c. 50%-80% [ ] d. More than 80% [ ]

8. Which is the most preferred brand of coke demanded by customers while you taking
order?
a. Coca-Cola [ ] b. Thumps Up [ ]
c. Sprite [ ] d. Fanta [ ]
e. Maaza [ ] f. Limca [ ]

9. On which time or session the sales are high?

a. Morning 09-12am [ ] b. Afternoon 12-03pm [ ]

c. Evening03-07pm [ ] d. Night after 7pm [ ]

10. Fast moving Bottle size

a. 200 ml [ ] b. 300 ml [ ]

11. How many bottles do you sell per day individually?

a. Below 10 [ ] b. 10-20 bottles [ ]
c.20-30 bottles [ ] d. 30-50 bottles [ ]
e. More than 50 [ ]

12. Do you convince customer for additional purchase of Coca-Cola products?

a. Yes [ ] b. No [ ]

13. How many times you ask the customer for beverages?
a. Never [ ] b. One time [ ]
c. 1-2 Times [ ] d. 2-3 Times [ ]
e. More than 3 times[ ]
14. From how many weeks you are receiving BTL trade sales promotion rewards since
enrolment.
a. Less than a week [ ] b. 1-4 weeks [ ]
c. 4-6 weeks [ ] d. More than 6 weeks [ ]

15. Is this reward program motivating you to serve more Coca-Cola products to
customers?
a. Yes [ ] b. No [ ]

16. How often the company representatives communicate with you?

a. Daily [ ] b. Once in a week [ ]

c. Once in fortnight [ ] d. Once in a month [ ]

17. Are company representatives giving any training or guidelines on how to take a order
from customer?
a. Yes [ ] b. No [ ]
If yes, in what way______________________________
18. Do you think introduction of BTL trade sales promotion scheme has increased a trend
of association of order taking of beverages along with food?
a. Yes [ ] b. No [ ]

19. Do you think BTL promotion increased the sale of Coca-Cola products?
a. Yes [ ] b. No [ ]

20. Do you have any issue about the reward program?

a. Yes [ ] b. No [ ]
If yes, what is the issue________________________________

21. Please mention the satisfaction level of current reward program.

a. Highly Satisfied [ ] b. Satisfied [ ]

c. Neither Satisfied nor dissatisfied [ ] d. Dissatisfied [ ]

e. Highly Dissatisfied [ ]

22. Is reward Scheme changed your selling pattern/behaviour?

a. Yes [ ] b. To some extent [ ] c. No [ ]
23. Are you ready to shift to other beverage company sales, if you get similar /more
reward than coke?
a. Yes [ ] b. No [ ]

24. What do you feel the company policy in recognising the good sales/ lead generating
waiter?
a. Highly Satisfied [ ] b. Satisfied [ ]
c. Neither Satisfied nor dissatisfied [ ] d. Dissatisfied [ ]
e. Highly Dissatisfied [ ]

25. What type of reward do you prefer to have?

a. Mobile currency recharge [ ] b. Cash prize [ ]

c. Discount coupons [ ] d. Electronic Goods /articles [ ]

e. Household goods [ ]

26. Please provide the opinion if

any,_________________________________________________________

--------------------------------------------------------------------------------------------------------

Date: Signature
 ACHARYA INSTITUTE OF TECHNOLOGY
I}EPARTMENT OF MBA
ACHARl'A
Ih{STIT'IJTES

TNTERNSHTP WEEKLY REPORT (14M8A48)

Name of the student: Naveen Dattatreya Hegde

USN No: 1AZ14MBA08

Internal Guide; Prof Om Prakash. C

Bxternal Guide: Mrs. Akriti Kumar

Specialization: Marketing & Finance

Title of the Project: 6'A Study on Below the Line (BTL) Trade Sales
Promotion Scheme in Restaurants by Hindustan Coca-Cola Beverages hrt. Ltd.,
Bangalore".

Company Name: Hindustan Coca-Cola Beverages hrt. Ltd., Bangalore.

Week Work flndertaken External Guide Internal Guide

Signature Signature

l4-t2-2015 Orientation with the company.

to Collection of secondary data
20-12-2015 relating to industry and
orgmisation. o,orm+^^"*
2l-12-201s Orientation with functional
to
27-12-2Ar5
departnrent of the organisation
and detailed study of *"^*"
departrnent. dn&A
28-12-201s Finalisation of problem area of
to ttre study and finalisation of
03-01-2016 research obj ectives and
methodology.
"16'4u/o^or'
04-01-2016 Finalisation of data collection
to questionnaire instruments and
l0-01-2016 formats. Etc... @9!121 fu,w"a
r 1-01-20I6 Collection of primary data
to from the restaurants by
n-abzarc administrating the
questionnaire. dMLi,
l8-01-2016 Discussion with the external
to guide and internal guide.
24-A1.zArc Formation of hlpothesis.
D$^oY\A
Classification and analysis
collected data.
of d$iYl
2s-0t-20t6 Compilation of research data
to and interpretation of data.
31,01-2016
0t-02-24rc Data analysis and Finalisation
to ofreport.
07-02-20t6
JM%
08-02-2016 Finalisation of project report

,-r13 d-vn,*
to and approval ofdraft by
n-a2-2arc company and college guide.

t3-02-2016 Report submission to the

to Institution. ryu,av\OJ
r7-02-2016 ".frr{

Head of the Department

arya lnstitute oi

Company SeaI College SeaI