PROMOTIONAL TOOLS USED BY COCA-COLA COMPANY AND EFFECTS OF

PROMOTIONAL TOOLS ON THE INDUSTRY

A Term Paper Project Submitted

In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Business Administration

At

AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY UTTAR PRADESH

Submitted By: Submitted To:

Bhumika Agarwal Mr. Arpan Sinha

ENROLLMENT NO.-A3906420398 Assistant Professor

PROGRAMME – BBA ( X & X) Amity School of Business

Batch 2020-23

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 DECLARATION BY STUDENT

This is to certify that I, Bhumika Agarwal, a student of BBA of 2020 - 2023 Batch, Amity
School of Business, Amity University Uttar Pradesh, Noida have worked under the guidance
and supervision of Name of Guide for NTCC Term Paper.

This report has the requisite standard for the partial fulfillment of the Bachelor of Business
Administration. To the best of my knowledge no part of this report has been reproduced from
any other report and the contents are based on original research.

I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the
report.

Signature (Student)

Bhumika Agarwal

Enrollment No – A3906420398

Batch: 2020 – 2023

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 DECLARATION BY FACULTY SUPERVISOR

This is to certify that Ms., Bhumika Agarwal, Enrollment No. A3906420398

, a student of BBA in, 2020-23 Batch, Amity School of Business, Amity University Uttar
Pradesh, Noida has worked under my guidance and supervision for the duration of the
project.

The report being submitted incorporates original work and research and is being submitted as
a partial fulfillment for the Bachelor of Business Administration.

Signature

Arpan Sinha

Assistant Professor

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 ACKNOWLEDMENT

I would like to express my special thanks to my guide Mr. Arpan Sinha who gave me the
golden opportunity to research on the various promotional tools used by Coca-Cola
Company. He helped me a lot in completing this research project. This project helped me
in learning about the promotional tools and enhanced my knowledge in this subject. I
would also like to thank my parents and my friends who helped me in collecting the
relevant data.

BHUMIKA AGARWAL

ASB SECTION A

BBA GENERAL

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 ABSTRACT

This research project contains the promotional tools by the Coca-Cola Company. The use
of various promotional tools by the company was extracted from various articles and
internet. The study contains a brief explanation on various promotional tools to make the
readers understand these tools first. The study also contains the negative and positive
impact of promotional tool on an organization. All the information is collected through
secondary sources. From the analysis of the collected data, it was revealed that the
promotional tools used by the company helps them in extracting sales, especially
advertisement. These promotional tools in general, increase sales for an organization.

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 TABLE OF CONTENTS

TOPIC PAGE NO.

Title page 01

Declaration by student 02

Declaration by faculty supervisor 03

Acknowledgement 04

Abstract 05

Table of contents 06

Chapter one

1.1 Introduction 08

Chapter two

2.1 Literature review 09

2.2 Promotional tools 11

2.3 Different promotional tools 12

2.4 Impact of promotional tools on an organization 13

2.5 About Coca-Cola Company 15

2.6 Promotional tools used by the company 17

2.7 Objectives of advertisement campaign by Coca-Cola 24

2.8 Effects of promotional tools on an organization 25

Chapter three

3.1 Research methodology 26

3.2 Methods of data collection 26

3.3 Methods I have used in my collection 26

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3.4 Research Objectives 26

Chapter four

4.1 Data interpretation 27

4.2 Analysis of data 30

Chapter five

5.1 Key findings 32

Chapter six

6.1 Limitations of research 33

6.2 Recommendations 34

Bibliography 35

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CHAPTER ONE
1.1 INTRODUCTION
Promotion is the essential element of a successful business. Promotional tools are
the medium through which the marketer persuades the customer to buy their
product and services. The various promotional tools used by the company are
advertising, personal selling, direct marketing, etc.
The Coca-Cola allocated around 4 million$ in its promotional activities in the year
2018 and the company is best known for its promotional strategies.

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CHAPTER TWO

2.1 LITERATURE REVIEW

Topic: To study the promotional tools used by Coca-Cola and the Impact of marketing
communicational tools on industry.

INTRODUCTION

Promotions are an important aspect of marketing. It helps the marketer to put forward the
benefits of their products and services. Promotion is the voice of the company which takes
the brand’s message to the target audience.

Coca-Cola was invented by Dr. John Pemberton. As their initial advertising budget was very
low he advertised using items like clocks, soda fountain urns, painted wall signs, napkins, etc.
The first celebrity to boost Coca-Cola was Hilda Clark in 1900.

BODY

Coca-Cola entrusts media to conduct its promotional strategies. The company uses a wide
range of media for example newspapers, magazines, the internet, television, cinema, radio,
posters, and billboards. Coca-Cola marketing campaigns are done to convey these three
messages- Coca-Cola helps to best satisfy the thirst, drinking Coca-Cola is stylish, and
drinking Coca-Cola is part of a lifestyle.

Coca-Cola launched its Taste the Feeling campaign in 2016 which aimed to unite all of its
brands. This one brand approach taken by the company marks a significant impact as a
comparison from its previous promotional strategies. To connect the fans and followers to the
company, its social media accounts are used.

To increase the customer base company uses catchy and relatable slogans which create a
permanent impact on the viewers.

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Promotion is the essential element of a successful business. Promotion affects a lot of things
like brand establishment, growth within the target market, and the development of customer
loyalty.

One of the significant promotional tools is sales promotion which helps a firm to increase
sales of products and encourage off-season buying and building brand loyalty which helps the
firm to escalate its profit. Many researchers were able to prove its positive impression on the
profit but some of them believe that it can’t be used as a long-term mechanism.

I agree with the fact that promotional tools are helpful in many aspects but many firms had a
problem in choosing suitable promotional tools and in many a case they choose the tools
which were inappropriate for the organization.

CONCLUSION

Well-constructed promotional strategies assure long-term success and profitability and bring
in more customers to the organization. A business with no promotion may help in saving
costs but they are definitely at a disadvantage. To make the promotional strategies effective
influential techniques should be used. The choice of the promotional tool should be precise as
one choice could uplift an organization and one could depress the organization.

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2.2 PROMOTIONAL TOOLS

Promotional tools are the tools used a marketer to create the awareness in the market about
the new products and services and to increase the existing sales of goods and services.

Using promotional tools is important as

 It helps in segmenting the audience.

 It helps in improving communication with clients.

 It helps in informing subscribers about the products and services offered by the
marketer.

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2.3 DIFFERENT PROMOTIONAL TOOLS

2.3.1 ADVERTISING: Advertisement is a paid form of non-personal presentation. Using

this tool the marketer promotes goods and services by the identified sponsor in
exchange of money. Through advertising the marketer tries to pull the customer
towards the product or service and instigate them to try the product. To grab
customer’s attention and influence their purchase decision the information regarding
the product or the service can be shown with attractive graphics.

2.3.2 PERSONAL SELLING: Among the promotional tools personal selling is one of
its traditional tools where the salesman directly interacts with the customer by
visiting them. With the objective of influencing customer to purchase the product
or service it is a face to face interaction between the customer and company’s
representative.

2.3.3 SALES PROMOTION: In this technique short term incentives are given to the
customers to have increase in the sale for a given time period. These schemes are
mostly floated in the market at the time of festivals or at the end of season. Some
of the sales promotion schemes are Discounts, Coupons, Pay back, freebies, etc.

2.3.4 PUBLIC RELATIONS: Here the marketers make an attempt to create a

favorable image in the market by creating relations with general public. To have a
support of all the people related with it several public relations campaigns are
carried out. And here the word public is mentioned in the context of customers,
employees, suppliers, distributors, shareholders, government and the society as a
whole.

2.3.5 DIRECT MARKETING: When the companies reaches its customers directly
without any intermediary. The companies could send messages and emails to
inform its customers about new offers and sales promotion schemes.

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2.4 IMPACT OF PROMOTIONAL TOOLS ON AN ORGANIZATION

1. BUILD AWARENESS: It helps the organization to create awareness about its

product in the market. All the information about new product launching, innovative
techniques, offers and other details about the product are revealed using these
promotional tools. It acts as a communication medium for information flow between
customers and company. 

2. REACHES MASS AUDIENCE: It helps the company in reaching out to a large

number of people. Various promotional tools like advertising, sales promotion and
direct marketing helps in seeking the attention of mass audience with less efforts.
Consumers are interested to know the brand when a brand uses unique and attractive
promotional techniques to connect with the consumers in the market.

3. HIGHER SALES GROWTH: In enhancing the volume of the sales of the business
organization promotional tools has an efficient role. To raise the sale volume a
company incurs heavy expenditure on advertising and other promotional activities.
Promotional tools help the organization to come in contact with the public and induce
them for purchasing the brand products.

4. INCREASE MARKET SHARE: Companies are able to hold a good market share by
the use of effective tools of promotion. People in the market give positive responses
towards the company which uses mass scale promotion to remain dominant. The
brand which is famous in the market and has better goodwill gets more attention from
the public. Advertising helps in building better image of the company over its
competitors in the market.

5. COSTLY: The Company incurs heavy expenses on its promotional tools. For doing
promotion company requires a large number of sales force and media sources.
Sometimes this situation also occurs when the promotional tools are not able to earn
as much revenue as much investment is made in form of expenditure on these tools.

6. SPOIL BRAND IMAGE: Companies which are using promotional tools excessively
to stimulate quicker sales may spoil their brand image. When the company offers big
incentives and interesting offers on a product or service, a customer assume that the
low price is offered on the product or the service because the quality of the product or
service is low.

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 7. LOOSING CONTROL: One if the negative impact of promotion is that the company
loses its control over what is being circulated in the market. For example promotional
tools like public relation, this tools is not under the company’s control. A company
cannot predict what other would say about their brand and its product or service.
Public may spread negative impression of the brand and its product and services.

Coca-Cola has managed to rule since its inception in the late 1880s. The secret which holds
company’s success is its effective promotional strategies.

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 2.5 COCA-COLA COMPANY

SOURCE: https://www.coca-colacompany.com/

2.5.1 HISTORY AND ORIGIN

The Coca-Cola Company is an American corporation, and manufacturer, retailer, and marketer of
non-alcoholic beverage concentrates and syrups. The Coca-Cola Company has spread its reach in
more than 200 countries and has more than 350 brands.

Coca-Cola was invented by a local pharmacist of Georgia, Atlanta Dr. John Stith Pemberton
on 8 May 1886. He produced the syrup and carried it in a jug down the street to Jacob’s
Pharmacy. It was first served their for five cents per glass as a soda fountain drink.
Carbonated water was served with the syrup and the drink resulted with the combination of
two was delicious and refreshing.

Before his death Mr. Pemberton sold his interest in Coca-Cola to a great Atlantan
bussinessacumen Asa G Chandler. Mr. Chandler purchased additional rights and acquired
complete control on the company.

2.5.2 REVENUE AND SALES

In 2010 Edinburg news announced that the company had become the first brand to top$ 1
billion in annual UK grocery sales. Due to change in consumers taste preferences the sales if
the company dropped to 11% in 2017.

2.5.3 ADVERTISMENT

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Coca-Cola’s advertisement history has a creative path which had an impact on popular
culture and on the whole society. Coca-Cola advertises through many channels like web-
based media, social media, text messaging, direct marketing, advertisement, sales promotion,
personal selling. Company’s direct store beverage delivery trucks, sale coolers and vending
machines have red logo which embellishes the brand. Company dedicated $ 11,000 to
advertising in 1892 from its budget. In 1901, the company’s advertising budget exceeded $
100,000, and in 1911 it was about $ 1 million Successful advertising and marketing is a
competent first reason wins Coca-Cola.

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2.6 PRMOTIONAL TOOLS USED BY COCA-COLA COMPANY

 ADVERTISING: The Company uses two types of media. The one is published media
and another one is visual/aural media.
 PUBLISHED MEDIA
 Newspapers: This is among the most popular form of media used
by the company. Company started using this media in its early age
only. It has been more than 100 years company is engaged in this
media.
 Magazines: These magazines are used at a global level to advertise
the company. Keeping target customer segment in mind the
magazines are chosen. In this type of advertisement it occupies the
entire page of the magazine to maximize its effects.
 Internet: In thousands of websites around the globe through the use
of banners, pop-up ads, on-site sponsorships and many more forms
of advertisements the online promotion takes place.

 VISUAL AND AURAL MEDIA

 Television: Coca-Cola has advertised its products in many countries. It
features different ads in different ads. And the reason behind this is
that the company prepares its ad considering the local culture so that
the misunderstandings which arise due to differences in culture of
different countries could be avoided.
 Cinema: It is also advertised in cinema in two ways. The one way is
that before the starting the movie in cinemas the video advertisements.
And the another one is that the product is advertised through product
placement in movies, in this the drink is featured in the movie and to
maximize the efficiency of product placement the drink is shown to be
consumed by the lead role in the movie.

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  Radio: Advertisements broadcasted on radio are of few seconds only,
but then also company believes that they are able to increase brand
awareness and customer loyalty.
 Posters and Billboards: These are an integral part of company’s
promotion. Billboards are usually found at city centres, highways as
well as in some rural areas also.

Some of the popular Advertisement campaigns of Coca-Cola Company are:

1. Coca-Cola Happiness Factory: In this ad campaign when a customer inserts the

currency in the vending machine the process of making a perfect coke bottle is shown.
The process is not a boring one the ad shows a lot of animated character which
prepares the bottle of coke. This ad attracted kids and young teenage; hence the target
audience in this particular ad were kinds and young teenagers.

SOURCE: www.wordpress.com

2. Coca-Cola knows your name! : In 2011 the company started the “Share the Coke”
campaign. In this campaign the label printed on the bottles had common names of
people all over the world. And then when you purchase the bottle of coke you need to
share the bottle with your friend named on the bottle. This campaign was initially
started in Australia and later it spread across 0 countries over the globe. A large

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 number of consumers posted their snaps with the bottle of their name. This ad
campaign promoted self-expression and sharing among the customers of Coca-Cola
Company.

SOURCE: www.wordpress.com

3. The “Hilltop” Reimagined brought back the lost spark: To reimagine Hilltop for the
generation of smart phone users Google collaborated with Coca-Cola in 2012. The
“buy the world a coke” was transformed into the reality as people could buy a coke
through a mobile app for anyone and for anywhere on the globe. Special vending
machines were built and they had interactive advertising screens on the machines.
Consumers need to record a message and send it with Coke’s can to the recipients at
the vending machines. These recipients could also thank these consumers through a
text message or a video. As the original Hilltop created a buzz among the people this
was also a great success.
4. With “Hilltop”, it made the whole world sing! : This advertisement of Coca-Cola
Company is the most iconic ad. This ad was released in 1970 which featured a
diverse group of people from different ethnicities who gathered together on a
hilltop and were singing together “I would like to buy the world a coke.” This ad of
Coca –Cola symbolized tolerance and unity and brought the people of the world
together. This ad was so successful that this ad marked the onset of Coca-Cola’s
advertising tradition.

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 SOURCE: https://www.coca-colacompany.com/

 PERSONAL SELLING: Coca-Cola has representatives around the world and these
representatives reach the customers and create awareness about the product. These
representatives help in building relationship with the customers and promote the
product to different customers in the region they work.
 SALES PROMOTION: One of the sale promotion techniques of Coca-Cola is on-
pack promotion technique. To increase its sales the company gifted a set of 5 cups
which had a large logo of the company on the purchase of coke or sprite. The
consumers could enjoy coke with their friends or family in the cup without carrying
their own cups. Coca-Cola also offered a table cloth and a coupon for a meal at mac
Donald’s on purchase of a pack of six coke or sprite bottles.

Coca-Cola sponsors a lot of events to promote their sales. It raffles ticket in some of
its products and offers free entry to consumers who win this ticket. So the people who
were unable to afford the tickets to the events try winning them by purchasing a bottle
of coke.

 DIRECT MARKETING: The Company associates with restaurants and movie

theatres and the only served soft drink there would be Coca-Cola. This pushes a
customer to purchase a Coca-Cola product only. For example, if we go in a franchise
of mc Donald’s the only soft drink offered there is coke.

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SOURCE: www.southernpoliticalreport.com

The Company sponsors various sports events like cricket or a basketball match and
the audience there in the event is served with Coca-Cola products only.

Mobile advertising marketplace and Coca-Cola consolidated to reach mobile users in

more than 160 countries using new click-to-video mobile ad technology. The ads
include both graphical and text formats on mobile web pages and use Ad Mobs
technology to target specific handsets with video capabilities. Ads deliver mobile web
browsers to a Coca-Cola landing page where they can view a Bottle Films short. 

SOURCE: www.coupontools.com

This helps the company to increase their market share in tough competitions also.

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 PUBLIC RELATIONS: Public relation activities of Coca-Cola include social,
culture, humanitarian and environmental aspects.

 Social aspect: Coca-Cola joins the fight against AIDS in collaboration with
the United Nations Programme on HIV — AIDS — UNAIDS. The world’s
first commercial agreement between a company and the international sports
organization was signed. In 1976 Coca-Cola signed for the sponsorship of
FIFA.
 Cultural Aspect: Coca-Cola Company is the sponsor of world art
exhibitions. Coca-Cola sponsored placement pavilion at the Brussels World
Exhibition in 1958. In 2007, Coca-Cola Ukraine joined the organization in
Lviv Publishers’ Forum, which is considered as a unique social, cultural and
intellectual event of the year. Coca-Cola organized the exibition during the
Olympic Games in Atlanta, where the main exhibits were bottles with
ethnic ornaments of different nations of the world. In 2007, Coca-Cola
Ukraine became a partner of the festival «Dream Land». The goal of the
company behind this partnership is to revive old Ukrainian tradition,
folklore, and acquaint the audience with elements of ethnic nations.
 Humanitarian Aspect: Labour relations of the Coca-Cola Company were
built as per international standards and corporate policies. One of the main
priorities of Coca-Cola is the development of the workers. Company
allocates large investment on staff training from its budget. Coca-Cola
promotes active lifestyles among their employees. The company also
regularly organizes sports events for employees. The Company follows the
principle of freedom of association in which the worker has the right to join
or not to join trade unions, to participate in meetings and collective
disputes.
 Environment Aspects: Company is working to create plastic bottles with
clean plastic. Company’s future plans are that the plastic bottles made will
not be less than 30% of plant material. For the sixth consecutive year the
company conducts KIEV Green Day — June 4, on the eve of World
Environment Day. With the implementation of new technology Company
aims to reduce the amount of water used in the manufacturing company.

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 Coca-Cola introduced energy efficient technologies to reduce C02
emissions per litter of produced beverage. All kinds of wrappers used by
Coca-Cola Company are mainly composed of materials which is suitable
for recycling.

2.7 OBJECTIVES OF THE ADVERISMENT CAMPAIGN BY COCA-COLA

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Coca-Cola launches advertisement campaigns to achieve some specific objectives. The
company’s main objective is profit maximization. These advertisement campaigns
contribute towards the achievement of this objective in several ways.

1. Helps in creating awareness of the company and its products.

2. Helps in informing and educating consumers and buyers.
3. Helps in encouraging a liking for the company’s products over those of the
competitors'.
4. Helps in encouraging product trial among potential new customers.
5. Helps in increasing short-term sales by the means of stimulating action.
6. Helps in reassuring customers and reinforcing their particular desirable buying
behaviour.
7. Helps in generating information from customers.
8. Helps in creating sales lead.

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2.8 EFFECTS OF PRMOTIONAL TOOLS ON THE PERFORMANCE OF AN
ORGANIZATION.

2.8.1 EFFECTS OF SALES PROMOTION ON AN ORGANIZATION

Sales promotion influences volume of the sales. Sales promotion creates interest of the
consumer in the product or service and it also create brand awareness and brand loyalty. Sales
promotion helps the organization in increasing the volume of the sales of the organization;
induce trial, increasing repeat purchases, increasing customer loyalty, increasing product
usage, creating interest of the consumers in the product or service, creating awareness about
the product or the service and creating brand awareness.

2.8.2 EFFECTC OF ADVERTISING ON AN ORGANIZATION

Advertising is used in presenting product and ideas. Advertising has also helped in increasing
sales. Advertising is a technique used by an organization to inform, remind and persuade
customers to purchase a product. . It is also used to present product, ideas and reach targeted
customers. Advertising had a positive impact on the sales of an organization.

2.8.3 EFFECT OF DIRECT MARKETING ON AN ORGANIZATION

Direct marketing helps in increasing the volume of the sales of an organization. Direct
marketing also helps in increasing profit for an organization.

2.8.4 EFFECTS OF E-MARKETING ON AN ORGANIZATION

E-Marketing embraces positive influence on the performance of the organization. It helps in

increasing the sales and profit of the organization.

2.8.5 EFFECTS OF PERSONAL SELLING ON AN ORGANIZATION

Personal selling has a positive and significant effect on sales performance. As a Company
would increase its personal selling activities its sales performance would also improve.
Personal selling can attract consumers and improve sales performance by giving an attract
look to all the store elements and management.

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 CHAPTER THREE

3.1 RESEARCH METHODOLOGY

The techniques or the specific procedure which helps the students to identify, choose,
process, and analyze information about a subject is called Research Methodology. It allows
the readers to evaluate the validity and reliability of the study in the research paper. In simple
words, it describes what you did and what made you reach this obtained result. The aim of
Research Methodology is providing the work plan to research.

3.2 METHODS OF DATA COLLECTION

There are two methods of data collection:

A) Primary data collection

B) Secondary data collection

A) Primary Data Collection: Primary data or raw data is a type of information that is
obtained directly from the first-hand source through experiments, surveys or
observations. 
B) Secondary data collection: Secondary data is data collected by someone other than the
actual user. It means that the information is already available, and someone analyses
it. The secondary data includes magazines, newspapers, books, journals, etc.

3.3 METHOD I HAVE USED IN MY RESEARCH

I have used Secondary method of collection in my research. Out of all the sources I have used
articles, research papers and internet in my research.

3.4 RESEARCH OBJECTIVES

 To study how Coca-Cola’s promotional techniques would affect the firm’s sales.
 To study which tool is the major tool in Coca-Cola Company
 To study about various promotional tools.
 To study the impact of these tools on an industry.

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CHAPTER FOUR

4.1 DATA INTERPRETATION

Figure 1: Advertising expenses of the company from 2014-2018

Source: Coca-Cola Company’s Annual Report (2019)

Figure 2: Preference in choice for soft drink

Source: Research paper by Hassan Raza

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Figure 3: View of Coca Cola as brand

Source: Research paper by Hassan Raza

Figure 4: Media through which consumers mostly came across

Source: Research paper by Hassan Raza

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Figure 5: Advertisement awareness

Source: Research paper by Hassan Raza

4.2 ANALYSIS OF DATA

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Figure 1 shows that over the last six years Company has spent an average of about $ 4
billion on advertising and marketing. Advertising budget of Coca-Cola Company
accounts for about 20% of the total budget.

In 2018, company used $4.11 billion on advertising and marketing, there was an
increase of 3.6% in advertisement budget as compared to 2017. In 2016 company
contributed $ 4 billion on advertising. In 2015 the budget given by company for
advertising was $3.98 billion and it was an increase of 12% from the previous year.

Coca-Cola’s $4.2 billion used in 2019 for advertising reflected the increase in net
income recorded at the end of the year. Coca-Cola Company recorded a net operating
income of $37.6 billion with $10.08 billion in operating income. The income was an
increase of about 7.9% from $34.3 billion recorded in 2018.

Coca-Cola’s $4.2 billion used in 2019 for advertising reflected the increase in net
income recorded at the end of the year. In 2019 firm recorded a net operating income
of $37.6 billion with $10.08 billion in operating income. The income was an increase
of about 7.9% from $34.3 billion recorded in 2018.

According to a survey 61.9% of the respondents chose Coca-Cola as their leading

choice in category of soft drink. On the opposite hand only 4.2% of the respondents
were in favor of Pepsi. Other 24.6% respondents chose other soft drinks as their
reference. And the remaining 9.3% respondents don’t like soft drink at all. Figure (2)
illustrates the percentage responses for a more clear result.

According to the survey 46.2% of the respondents rated Coca-Cola as ‘good’, 33.6%
of respondents rated Coca-Cola as ‘very good’ while 15.1% of respondents rated
Coca-Cola as ‘acceptable’. The percentage of respondents who rated Coca-Cola as
‘poor’ or ‘very poor’ was same 2.5 %. Figure 3 depicts a pie chart showing above
information.

From Figure 4 we can see that about 56.3% if the respondents said that through
advertising they come across Coca Cola. 19% of respondents said through direct
marketing they come across Coca Cola. Sales Promotion accounted for 13% while

30
 Public Relations efforts by only made 9% of total sample. Remaining 3% was
occupied by internet.

According to the survey 26.1% of the respondents ‘strongly agree’ that mass media
advertisement increased their awareness about the brand, whereas 47.9% said that
they only ‘agree’. 14.3% responded that they were ‘undecided’ whether it increased
their awareness and 11. 8% respondents ‘disagree’; remaining 7.6% said they
‘strongly disagree’. (Figure 5)

CHAPTER FIVE

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5.1 KEY FINDINGS
Coca-Cola Company has managed to be at no. one position in soft drink industry
because of its aggressive advertising techniques and other promotional tools.
For its promotion company heavily relies on its advertising. That’s why the company
allocates 20% of its annual budget for advertising expenses.
In advertising the company uses both published and visual/aural media.
The objective of the company behind every advertisement campaign is to create
awareness among the consumers regarding the product and the company. They also
aim to increase the sales and encourage the liking for the company in the competitive
market.
The heavy expenses incurred by the company on its promotional strategies are not a
waste of money. According to the company’s Annual report 2019 company was able
to record a rise of 7.9% in its net profit because of heavy expenditure on its
advertising.
When we talk about the impact of these promotional tools on the organization it can
be both for some companies it comes out to positive impact and for some businesses
it turns out as negative impact on that organization. Both of these results are based on
what kind of promotional strategies are planned by the organization. Organization
should take some factors in account to create that promotional strategy. Because if
the promotion decision is correct and proves to be effective then it be cover the
expenses done on its promotion and would also add in the company’s profit but if the
strategies implemented turns out to be ineffective then the company would unable to
covet its promotion expense and in this way company would incur loss.

CHAPTER SIX

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6.1 LIMITATIONS

I faced a lot of problems while preparing this project. As we are at our homes due to
corona only internet was a source of data collection and other information regarding
this project. This was very hactic to find all the data on internet. If we were in the
college then we would take the help of our library which could be a great help in our
project. On internet I was unable to find very less data relevant to my topic. As my
topic was promotional tools used by Coca-Cola Company on internet most of the
websites had their marketing mix as a whole. If some websites had promotional tools
most of them talked only on sales promotion or on advertising other tools were not
taken in their article so it was very difficult for me talk on other promotional tools.

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CHAPTER SEVEN

7.1 RECOMMENDATIONS FOR FUTURE STUDY

While studying about the promotional tools of the Coca-Cola Company I saw that the
company has a wide variety of products but some product are there which are very less
popular and the sales of those product are very less so the company should stop the
manufacturing of those products and the company should allocate its resources which are
high in demand.

The company only manufactures the beverages but most of the customers want some snacks
with the products so the company should manufacture some snacks also. As the company is
well known and has a good brand image in the market the consumers would easily trust on
the quality of the snacks manufacture so the company would require less promotion as
comparison to a new product launched by some other new company.

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