A Synopsis Report on

STUDY ON ADVERTISING & PROMOTIONAL STRATEGY

AT

COCA COLA

In partial fulfilment of the requirements for the award of the degree in

MASTEROFBUSINESSADMINISTRATION

SUBMITTED BY

B. NITESH GOUD

Hall Ticket No: 131220672186

Under the Guidance of

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

Assistant Professor

MALLA REDDY INSTITUTE OF .MANAGEMENT

(Affiliated to Osmania University)
MAISAMMAGUDA,DHULAPALLY,
SECUNDERABAD–500100

2020-2022
 INTRODUCTION
Coca-Cola, the corporation nourishing the global community with the world’s largest selling

soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a

new thumbs up to the Indian soft drink market. In the same year, the Company took over

ownership of the nation’s top soft-drink brand and bottling network. It’s no wonder our

brands have assumed an iconic status in the minds of the world’s consumers.

A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and continually

consolidate its business in the country, including new production facilities, waste water

treatment plants, distribution systems, and marketing channels.

Coca-Cola India is among the country’s top international investors, having invested more

than US$ 1 billion in India in the first decade, and further pledged another US$100 million in

2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly, giving consumers

the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs.

It has also been instrumental in giving an exponential growth to the

country’s job listings.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being

made in India, the business system of the Company directly employs approximately 6,000

people, and indirectly creates employment for more than 125,000 people in related industries

through its vast procurement, supply, and distribution system.

The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with

another 25 being owned by franchisees. That apart, a network of 21 contract packers

manufacture a range of products for the Company.

On the distribution front, 10-tonne trucks – open bay three-wheelers that can navigate the

narrow alleyways of Indian cities – constantly keep our brands available in every nook and

corner of the country’s remotest areas.

WHAT IS SALES PROMOTION

Sales promotion is any initiative undertaken by an organisation to promote an increase in

sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other

elements of the marketing communications or promotions mix). Sales promotions are varied.

Often they are original and creative, and hence a comprehensive list of all available

techniques is virtually impossible (since original sales promotions are launched daily!). Here

are some examples of popular sales promotions activities:

(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating

promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if
you sell two for $1, you are still in profit - especially if there is a corresponding increase in

sales. This is known as a PREMIUM sales promotion tactic.

(b) Customer Relationship Management (CRM) incentives such as bonus points or money

off coupons. There are many examples of CRM, from banks to supermarkets.

(c) New media - Websites and mobile phones that support a sales promotion. For example, in

the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a

consumer would enter the code into a dynamic website to see if they had won a prize.

Consumers could also text codes via their mobile phones to the same effect.

(d) Merchandising additions such as dump bins, point-of-sale materials and product

demonstrations.

(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich

purchase. Once the card was full the consumer was given a free sandwich.

(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers

with the latest low-price deals once new flights are released, or additional destinations are

announced.

(g) Joint promotions between brands owned by a company, or with another company's

brands. For example fast food restaurants often run sales promotions where toys, relating to a

specific movie release, are given away with promoted meals.

(h)  Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in

supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential

consumers at supermarkets, in high streets and at petrol stations (by a promotions team).
(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The

Internet, and on packs.

(k) Cause-related and fair-trade products that raise money for charities, and the less well

off farmers and producers, are becoming more popular.

(l) Finance deals - for example, 0% finance over 3 years on selected vehicles.

Many of the examples above are focused upon consumers. Don't forget that promotions can

be aimed at wholesales and distributors as well. These are known as Trade Sales

Promotions. Examples here might include joint promotions between a manufacturer and a

distributor, sales promotion leaflets and other materials (such as T-shirts), and incentives for

distributor sales people and their retail clients

OBJECTIVES OF THE STUDY

Following are the objectives of the study:

1. To know the most effective media of advertisement

2. To find out the reasons for liking the advertisement of cold drinks.

3. To find out the most popular slogan of advertisement regarding cold drinks.
 RESEARCH METHODOLOGY

Research is voyage from known to unknown

Research is a procedure of logical and systematic application of the

fundamentals of science to the general and overall questions of a study and

scientific technique which provide precise tools, specific procedure and

technical rather than philosophical means for getting and ordering the data prior

to their logical analysis and manipulation. Different type of research designs is

available depending upon the nature of research project, availability of able

manpower and circumstances.

Methodology

1. Research Design: The research design is the blueprint for the

fulfillment of objectives and answering questions. It is a master plan

specifying the method and procedures for collecting and analyzing

needed information.

o Descriptive Research is used in this study as the main aim is to

describe characteristics of the phenomenon or a situation.

2. Data Collection Methods: The source of data includes primary and

secondary data sources.

 Primary Sources: Primary data has been collected directly from sample

respondents through questionnaire and with the help of interview.

Secondary Sources: Secondary data has been collected from standard

textbooks, Newspapers, Magazines & Internet.

3. Research Instrument: Research instrument used for the primary data

collection is Questionnaire.

4. Sample Design: Sample design is definite plan determine before any

data is actually obtaining for a sample from a given population. The

researcher must decide the way of selecting a sample. Samples can be

either probability samples or non-probability samples.

Sampling Technique: Convenience

Sample Size: 50 Respondents.

Area of Study: HYDERABAD.

LIMITATIONS

 The project relied mainly on the primary data.

 Consumer give very unclear picture.

 We have a limited time.

 The study is based on limited sample.

 It begin my first attempt to undertake such a study, thus the inexperience is

also a obstacle to accomplish the project in a proper way.

 It was also difficult to get proper information from the people because they

were indulging in some other activities.