4.

BRAND
LOYALTY
PROGRAMMES
OF COCA-COLA

Page 33
4. BRAND LOYALTY PROGRAMMES OF COCA-COLA

• Channel Programme Expansion And Effectiveness of KKB and

Dinner's club

▶ Channel expansion is basically expanding your distribution

networks to be used as an effective tool to increase your business.

▶ Advantages to broader distribution channel includes:

1.Heftier profits: Selling to more customers can raise revenues , cuts

per-unit cost and boost the bottom line.

2. Less risk: If you are selling through one channel you've put all your
eggs in one basket. Selling through multiple channels spreads risk.

3. Brand building: Making products available in more locations will

raise consumer awareness of your offerings.

Page 34
 KKB (khushiyon ka bandhan)

▶ Khushiyon Ka Bandhan" (KKB) is a unique loyalty

Program designed for Retailers selling products
manufactured and marketed by Hindustan Coca-Cola
Beverages Pvt Ltd (HCCBPL).

▶ This is an engagement program designed to strengthen

bond with retailers

▶ Retailers can earn Loyalty points on 5 criteria: 29°C AQI

▶ Purchase points can be earned on purchase of juice and

sparking products only.

Page 35
Flow chart showing how rewards
program works :

Page 36
 DINNER's CLUB

DINNER's CLUB is also a loyalty program just like

KKB. But this program is designed for restaurant
owners or we can say Eat and drink points owners.
Rest all the reward carningpoints is same as in case
of KKB and after achieving their targets they get
gifts like pen drive, keychain, mask, carphones etc.
It is also known as E & D Rewards.

Page 37
 OBSERVATIONS

▶ KKB and Dinner’s club ,both the loyalty programs were introduced
in 2018 for retailers and till now both these programs have increased
the sales of Coca Cola drinks.
▶ After Collecting all the data from market related to KKB and
Dinner’s club we have concluded the following observations

• Total Percentage of targets achieved by grocery owners-41%

• Total Percentage of kits received- 36%
• Total Percentage of kits not received-64%

1. According to the percentage we are having, around 41% of

grocery owners have completed their target and out of
which 36% have received their kits which is a very small
Number.
2. After having a one to one conversation with the grocery
owners we concluded the following issues they are facing
the KKB program:

a. They are not getting the Sms on time.

b. Even if they have completed their targets, still they are
receiving the Sms regarding the unachieved target.
c. Some grocery owners are facing the problem related to
cash while using ATM Kit
d. Some of them are not communicated properly about
the program related information
e. Some of them are not satisfied with the other services
provided by coca cola.

Page 38
 SUGGESTIONS

The real market experience we got after getting ourselves

involved in one to one communication with the store
owners and that one to one conversation with them made
us realize the fact that though these loyalty programs
might have increased the sales of coca cola drinks but
haven’t helped in maintaining the customer relationship
with the company.
Instead of introducing new schemes for increasing the
sales of drinks, company should work upon the healthy
customer relation bond, as its more helpful for long-term
relation.
What else we can earn if our customers are fully satisfied
with our services and if we failed to do so, we will soon
start losing our customers.

Page 39