To study the retailors perspective on Juicy+ (a product of

The Coca-Cola Company) in the selected markets of

Chandigarh and Panchkula

A PROJECT REPORT

Submitted to

MEHR CHAND MAHAJAN DAV COLLEGE FOR WOMEN

Submitted by

Muskan Sehgal
 ACKNOWLEDGEMENT

I would like to thank Mr. Vikram Khanna, the marketing manager of Kandhari Beverages
Pvt. Ltd. who allotted me to work on a new product division and guided me on the various
stages of the same.

I thank Mrs. Komal, the ASM of Coca-Cola Bottling Company who made me experience the
world of sales and taught me the various marketing strategies that The Coca-Cola Company
uses.

I am indebted to Dr. Namita Bhandari and Mrs. Raman Bhuman for their guidance and
support during this project.

I would like to thank Mr. Nitin, the HR manager of Kandhari Beverages Pvt. Ltd. and Mr.
Aman Ravgotra, the training manager who created a picture about the whole scenario and
workings of The Coca-Cola Company.
 ABSTRACT

This study is conducted to gain the in-depth knowledge about the various strategies used by
The Coca-Cola Company to convince the retailer for the promotion and positioning of a new
product. The following study has covered the most crowded areas of Chandigarh and
Panchkula. The use of schedule method is done. This study was a life-time opportunity to
experience the world of sales, not just that, but there were many additional things to learn in
the same, for example- how to place an order? This study has put front all those observations
that were done and would have done.

The following project talks about a new product named as Juicy+ which is available in three
flavours- Limca, Fanta and Sprite. The importance of advertisement as well as the various
efforts made for the product launch are elaborated later in this project. Crowded areas of
Chandigarh as well as Panchkula were covered to check the retailors response on the new
product. We get to know the importance of various channels that are available for the
product. This report can be recognized as a direct attempt to highlight all those flaws that a
new product should cover, not only that, after having a certain area, one gets to know the
various issues that can be faced during sales of a product and the challenges the company has
to face. The project also moves forward towards the various elements that affects the growth
of a new product. Competition in the market is also covered in this project. Not only that, the
project covers the aspect of promotion, i.e. the importance of promoting a product can affect
its growth in an augment way.
 TABLE OF CONTENTS
CHAPTER NO. TITLE PAGE NO.
1. CHAPTER 1 INTRODUCTION 1

1.1. Background of Study

1.2. Executive Summary

1.3. Reasons behind the study

1.3.1. Retailer’s perspective

1.3.2. Promotion

1.3.3. Positioning
1.4. Process

1.4.1. Retail selling process

1.4.2. Promotion process

1.4.3. Positioning process

1.5. Types

1.5.1. Types of retailing

1.5.2. Types of promotional mix
1.5.3. Types of product positioning

1.6. Importance of all the aspects covered in this study

2. CHAPTER 2 COMPANY’S PROFILE 28

2.1. History of the company

2.2. Bottling history of the company

3. CHAPTER 3 REVIEW OF LITERATURE AND THEORETICAL FRAMEWORK 33

3.1. Retailers perspective

3.1.1. Literature review

3.1.2. Theories related to retailing

3.1.3. Reviews of articles

3.2. Promotion
3.2.1. Literature review on promotion

3.2.2. Theories related to Promotion

 3.2.3. Reviews of articles on promotion

3.3. Positioning

3.3.1. Literature review on positioning

3.3.2. Reviews of articles on positioning

CHAPTER 4 RESEARCH METHODOLOGY 45

4.1. Research plan & Design

4.1.1. Sample design

4.1.2. Sample unit

4.1.3. Sample size

4.2. Objectives

4.3. Geographical scope of the study

4.4. Description of the sample

4.5. Data Collection

CHAPTER 5 INTERPRETATION AND ANALYSIS 48

5.1. Questionnaire

5.2. Data Interpretation and Analysis

CHAPTER 6 DISCUSSION AND CONCLUSION 57

6.1. Observation

6.2. Summary of Findings

6.3. Suggestions
6.4. Conclusion

BIBLIOGRAPHY 61

LIST OF TABLES
TABLE NO. TITLE PAGE NO.
1. Table 1.1 Merits & Demerits of personal selling 24

2. Table 4.1 Outlet list 46

3. Table 5.1 No. of outlets that keep Coca-Cola products 50

4. Table 5.2 Whether the product is value for money or not 51

5. Table 5.3 To determine whether the concept ideology is liked by 52
the retailors or not
6. Table 5.4 To determine the competitor of Juicy+ 53

7. Table 5.5 To determine the retailors reactions regarding Juicy+ 54

8. Table 5.6 To determine the preference of Juicy+ for sales 55

9. Table 5.7 The preference of customers regarding Juicy+ (according 56

to the retailer’s perspective)

LIST OF FIGURES
NO. TITLE NO. PAGE NO.
Figure 1.1 Retailor is the middlemen 3

Figure 1.2 Retail Selling Process 9

Figure 1.3 4P’s of Marketing 10

Figure 1.4 The process of promotion 12

Figure 1.5 Positioning to placement 16

Figure 1.6 Process of positioning 17

Figure 1.7 Types of promotional mix 20

Figure 1.8 Dimensions of Sales promotion 25

Figure 1.9 Product positioning techniques 26

Figure 2.1 Coca-Cola 28

Figure 2.2 ASA Griggs Candler 29

Figure 2.3 Hilde Clark 30

Figure 2.4 Coca-Cola Bottle 30

Figure 2.5 Coca-Cola calendar 30

Figure 2.6 Santa 31

Figure 2.7 Bottling History 32

Figure 3.1 Wheel of Retailing Theory 35

Figure 4.1 Limca Juicy+ 44

Figure 4.2 Sprite Juicy+ 44

Figure 5.1 The percentage of outlets that keep Coca-Cola products 50

Figure 5.2 To determine whether Juicy+ is value for money or not 51

Figure 5.3 To determine whether the concept ideology is liked by 52
the retailors or not
Figure 5.4 To determine the competitor of Juicy+ 53

Figure 5.5 To determine the retailors reactions regarding Juicy+ 54

Figure 5.6 To determine the preference of Juicy+ for sales 55

Figure 5.7 The percentage of preferences of customers regarding 56

Juicy+ (according to the retailors perspective)

Figure 6.1 Sara Ali Khan’s IG Post 58

 Introduction
1.1. Background of study
The following study is done to understand the importance of a retailer’s perspective towards a
new product. This study is also conducted to understand the importance of positioning as well
as the promotion of a product.

The study coves all those elements that are studied with keen observance so that the hidden
questions could be resolved. The perspective of retailors are keenly observed to bring the in-
depth knowledge as they are the sources of primary data. This study talks about all those
aspects that affects the growth of a product, this can be the margin provided to the retailer,
the competitor that the product has. Promotion and positioning are very important in the
present era, so to tackle the same it is important to study the psychological perception of a
retailor. This study is based on the importance of retailer’s perception because they are the
ones who communicate to the consumers or customers. So whatever image of the product is
present in the mind of a retailor, it will be conveyed on the basis of that.

So, the background of the study is to know the various methods that a corporation like The
Coca-Cola Company uses to promote Juicy+. Retailers perspective holds the major role in
this study. The game of margin is also been covered in the study to understand the profit
earned by the various retailors over a particular product and how a corporation manages to
generate sales everyday of different sectors. This study shows us the real picture of sales and
how it’s done!
When a new product is launched, the first customer is either the wholesaler or the retailer.
And if the concept of the product is wide clear to the retailer then generating sales is an easy
task but if, on the other hand the retailer is not satisfied with the product or with the margin
provided then it can affect the sales of the product because that unsatisfaction can lead to bad
mouthing of the product. And as it’s been observed that a consumer trusts the words of the
retailer, so it’s important to study the retailors perspective.

Overall this project is an in-depth study of a retailer’s perspective regarding a new product. It
revolves around all the following aspects -

 Perspective of the retailers,

 Competition,
 Trend,
 Importance of promotion,
 Market strategy and positioning
 Role of Margin
 Importance of the background, i.e. the company, the product is from.

All these aspects are covered either through keen observance or through the help of
questionnaires. And finally, the conclusion is drawn through the help of percentage method.

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1.2. Executive Summary
Coca cola is a corporation that everyone is aware of. It is a huge organisation that moves
forward with a strategic plan so that “Open Happiness” could be attained by their customers.
This organisation is spread all over the World. According to random Google search, "Coca
cola has a product portfolio of more than 3,500 beverages (and 500 brands), spanning from
sodas to energy drinks to soy-based drinks”. Coca cola has always been a promising
corporation regarding its products. Their product line has spread to an extent that there are
different types of beverages which can come under different categories, like water, soda,
CSD, etc. But the magnificent talk about coca cola is that it began from 8th May 1886, by a
pharmacist named as Dr. John Pemberton. It was an experimentation or a what, but he stirred
up a few things which as a resultant came out to be something pretty tasteful. That drink he
formed was recognised as something special, after which, he gave it the name of "Coca
Cola". Coming from that, Coca Cola has recently launched a new product which is named as
"Juicy+".

Juicy+ is for all those juice lovers who can enjoy the taste of juice in CSD itself. This project
is totally based on the retailors perspective regarding Juicy+. The propaganda of this project
revolves around placement of Juicy+ in the market.

This project will define the physiological thinking of a retailor regarding a new product for
whether the retailor allows it for the placement or not. Then we get to know the importance of
various channels that are available for the product, because each and every channel has a
different story. This report specifically focuses on the channels that are present in bus stands,
railway stations, and one of those posh markets present in the city. This project report is only
based on Panchkula and Chandigarh. This report can be recognized as a direct attempt to
highlight all those flaws that a new product should cover, not only that, after having a certain
area, one can know the various issues that can be faced during sales of a product and the
challenges, the company has to face. The project also moves forward towards the various
elements that affects the growth of a new product. Competition in the market is also covered
in this project. Not only that, the project covers the aspect of promotion, i.e. the importance
of promoting a product can affect its growth in an augment way.

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1.3. Reason behind the study
The reason behind this study is to cover the importance of a retailer’s perspective in the
market, also to cover the importance of promotion and positioning of a product in the market.

1.3.1. Retailer’s perspective

The reasons behind the coverage of the retailer’s perspective can be many:

In an organisation where the customer is said to be the key and management is said to be the
backbone of the organisation. The seller becomes the end frame. To understand the same, we
need to realise the fact that a retailer is of a heavy weightage in the case of marketing.

Sure, the consumer is the key to the organisation as the consumption is done by the same, but
image if there is no presence of a retailor!
A retailer is the one who builds up the image of the product in front of the customer. There
was an observation made during this study that whatever perspective a retailor holds, the
same perspective is shared with the customer.

So, according to it, it is important to put a clear picture in front of the retailer because it
depends on the retailer for whether he or she wants to sell your product or not.

A retailor works as a communicator.

The work of a retailor is to provide the in-depth knowledge about the product. Sure,
promotion does play its role through the help of advertisement yet even after watching an
advertisement a customer is yet not sure to make a purchase on that particular product or not.
So, it is important to cover the retailer’s perspective in the marketing.

It is the marketing team’s responsibility to place a clear picture with positive viewpoints in
the mind-set of the retailor. If this is not done and the clear picture is not provided then there
are chances that the retailor would make things up leading to bad mouthing of the product or
going through loss for the company.

Retailor is the middlemen.

As we have discussed above that a retailor works a communicator, this is because, the retailor
is the middlemen. Most of the times, a company does not interact with the customers, instead
the company provides its products to the retailers and wholesalers which are based on
different channels and expects from them to sell the product.

Company Retailor Consumer

Fig. 1.1 Retailor is the middlemen

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Retailor is the customer of the company
Being the middlemen of the company and the customer, the retailor itself becomes a
customer to the company. The company sells its products to the retailors and wholesalers.
And the retailors from thereon, sell those products to the consumers.

Retailor works as a promotional tool

Retailor is the one who is the middlemen between the company and the consumer, which
makes the retailor a promotional tool. This is because a product can only be sold to the
consumer if the retailor is willing to sell.

This willingness can only be brought if the retailor is convinced about the product by the
company or that the retailor holds a positive image of the product. Only then can the retailor
share his or her perspective with the consumer resulting in generation of sales.
Henceforth, retailor does works as promotional tool.

The reliable or trust worthy

Whenever a consumer hears about a product through advertisements or etc. the following
person is always in doubt for whether the so product is beneficial or worth to spend money on
or not. And so, they ask from the retailor for what is his or her perspective about the
following product? This is so, because customers generally build a trust or rely on the words
of a retailor.

So, this is the reason for why it is important to study the retailer’s perspective.

1.3.2. Promotion
A product is promoted, basically advertised so that it can reach to the masses. If a product is
not promoted then there is a very less chance that the following product will gain sales. The
reason behind the usage of promotion is simple. There are various approaches that one can
use to promote its product.

The reason behind the promotion of a product is awareness.

The following product is brought up in the market and is being promoted to the public so that
the public can be aware of the following product. Product awareness is important because a
product does affect the brand. If a product fails in the market it can result into badmouthing
of the brand as well. But at times the situation is opposite of what is discussed before. The
product gains customers by its brand recognition. So, promotion is necessary for product’s
awareness to the general public.

Provides appropriate information.

When a product is promoted, it describes all the features or specifications that the product is
delivering to the masses. Appropriate information is a must. Promotion is actually used to
provide information. Through the help of advertisement, the product obtains recognition. Has
it ever occurred to you that before you go online or offline to buy a particular product, what

4
convinced you to buy the same? Was it the advertisement? Was it the display of the product?
Was it a suggestion from a friend?
It’s an obvious that we do not go buying things without attaining the absolute knowledge
about the same. In the present era, internet has made life easier. If you have a doubt or query,
all you have to do is put a question online or search for the same and you will get the
solution. So, the reason behind the promotion of a product is to deliver the appropriate
knowledge to the end user.

Increase customer traffic

It’s an obvious that if our product is being advertised, it will gain customer traffic. It’s all
about how you have promoted it. Promotion is a huge task to be played by the corporation. It
should have the right type of actress, right type of mood, right type of face of an actor,
everything should be right to set the mood of the customer. For example, if a corporation who
sells formal clothing and is opening the women clothing this summer, then for the same,
Tapsee Panu would be the best actress to be the brand ambassador of the same. The role of
promotional activities is huge, everything counts. The general public attracts from an
advertisement only because the advertisement is made perfectly fine. As you can observe in
advertisement of frozen food of Mc Cain starred by Karishma Kapoor, delivers an amazing
picture of a mother who wants to make quick snacks for her kids. In promotion, everything
matters. The age group, the scenario, the message, vision, mission, etc. and through the help
of all these minor aspects, becomes a maximum increase in the customer traffic.

Build sales and profits

The reason why a product is promoted is because it gains customer traffic by the same to
which sales as well as profits are generated of a corporation.

Generally, a corporation launches a product with basically three agendas, one is profit
maximization, second is customer maximization and third is social welfare. These three
agendas are what it takes to bring the product resultant into sales as well as profits. Even if
the corporation is based on social welfare, these three agendas will come in the part of
motive.

Growth
Promotion is a continuous tool; it should be done in a systematic manner so that the product
is always eye-catching to the society. Through promotion, a product moves along the various
stages of product cycle. Growth is very important part in a product’s life and the same can be
only done through the help of promotion.

Promotion adds a personal message

You must have noticed in many advertisements, be it a print advertisement or a video
advertisement or etc. they always show a personal message in the same that is quiet touching
to the masses. And it’s only the work of that message that grows the sales of the product. You
must have noticed while shopping that you ask the shopkeeper about a product that you once
saw an ad of. This whole work is of our sub-conscious mind. our sub-conscious or

5
unconscious mind stores all these data in our brain so that when the right comes it hits us like
a song during an examination.
Promotion is a very important tool in the case of marketing. If a corporation is looking
forward to generate sales from a particular product then it is necessary to conduct promotion
for the same. Promotion can be of any type. It can be mouth to mouth, it can be print
promotion, it can be a YouTube video, it can be a television advertisement. It can be
anything.

Always remember that the customers are the ambassadors. If a person is using a CCD water
bottle which is very attracting and totally hits off for all the college students, just by one
student the product can sell on its own. It’s basically promotion. From one person to another,
the communication that is taking place in between them is what is called promotion. There
are many definitions out there which can define promotion.

So, the main reason behind promotion of a product is to push it onwards so that the product
starts moving in the product cycle and reaches the boom stage where the company can be
benefited by the same. Promotion is not an easy task, it requires a lot of skills, efforts,
analysis, study of the present trends, and human psychology.

Promotion is the key to a product’s success.

1.3.3. Positioning
Positioning refers to the place that a brand occupies in the minds of the customers and how it
is distinguished from the products of the competitors.
Basically, it defines the product as something unique from the competitors and provides the
customers with something to which they stick on the same.

Product positioning is an important element of a marketing plan. Product positioning is the

process marketers use to determine how to best communicate their products' attributes to their
target customers based on customer needs, competitive pressures, available communication
channels and carefully crafted key messages. Effective product positioning ensures that
marketing messages resonate with target consumers and compel them to take action.

The reason behind product positioning is:

To use the right channel to communicate the right information to the end user
The product positioning, as we have talked above, talks about the various methods or
channels through which information is provided to the customers. You see, in marketing
providing correct information of the product is quite important. The public should be welly
aware of the fact for what the following product stands for, what does it contain, does it have
any side effects, is it safe for children, etc.

There are thousands of queries that a customer can pick, when in doubt. And so, it’s
important to provide the correct product positioning so that the right information is provided
to the end user.

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Understanding customer needs
Through the help of product positioning, the corporation gets to know the customer needs for
what are their expectations regarding the product. For example, if Samsung has to launch a
new product, it’s easy to conclude the specifications for the same as per the past models or
the present expectations of the consumers.
So, product positioning helps in understanding the customer needs.

Targeting communication channels

The reason behind product positioning is to gain more masses for the product and for the
same the company has to target various communication channels, be it print media, or social
media, be it YouTube, or newspaper, etc. all these communication channels ever hoardings
and bill boards are important to convey the product to the general public.

The key message

Product positioning also requires a key message like we talked about in promotion. A key
message is something that is talked upon indirectly. It can be emotional or formal. It is
something that is caught red handed to the viewer. It is the message that symbolises about a
character, or a value with the link of the product. The key message can be anything. It can be
good it can be bad. It can be positive or negative. It can be observed easily or it could be
understood later with the sub-conscious mind.

Appealing to the public

What is so special in the following product that it is appealing to the public? What is it about
the product that after looking at the advertisement, a consumer orders the same from groofers
or big baster or runs down to the street market to get the same and experience its taste?

Product positioning provides the product the uniqueness. That uniqueness is something that
defines your product only. That uniqueness makes your product separate from that of the
competitors. Product positioning is basically the positioning of the product in the market in a
way that the public comes running to purchase the same. It finds a way to make it a
trendsetter, or a something of a new style that would make people go crazy for the same.

To beat the competitors

Your product should be so innovative or so different from the competitors that the users of
the enemy company comes running towards your product. Your product should have
something that could beat the competitors in profit maximization leading to generation of
sales. Even if your product is almost as same as that of your competitors’ then at least you
should come up with such marketing strategies that would make the people choose your
product.

To attract different types of consumers

It is difficult to find a homogeneous consumer market. So, your product should have the
qualities, or at least the company should come up with such strategies that could fit in for the

7
types of consumers. A clear cut example of the same is, anime- adults love to watch anime,
there are people out there who are pure otaku, so if an adult can like animated things which in
the 90s was something pictured as a kid’s thing, then any product can have any type of a
consumer.

Customer satisfaction
Customer satisfaction is very important for a company, because if the customer is not
satisfied with the product, the company will lose that customer at some level.

It’s an obvious that before launching a new product, some research is done for the same. A
product should have the convincing qualities to satisfy the end users of the market.

Customer maximization
These days most of the corporations are focusing on customer maximization. Not just that,
there first objective has become customer maximization even if the company is running into
losses. Because only through customer maximization, the company will gain sales. And this
can be only done if the customer is satisfied and the right type of promotional tools are being
used with the right key messages.

Because at times even an emotional message pulls a customer to make a purchase.

1.4. Process

1.4.1. Retailing
A retailor has to put a lot of effort when it comes to selling of a product. It is important for
them to make a sale as they have spent money on the purchase of the same from the
company, so their earnings depend on the sales of the products they keep.

1. Acquiring product
The first thing to be done in the selling process is acquiring the product. In this stage, the
retailor gains about the merchandise knowledge so that he or she could respond to any query
or doubt of the customer.

If the product’s specifications are not clear to the retailor then it can lead to false selling
leading to defaming the product.

2. Studying the consumer

A retailor should be always aware of the type of customers that he or she has to deal with in
the near future. A market is full of customers. A customer can be of many types:

 Looker
 Bargain hunter
 Researchers
 Impulse buyers
 Discount hunters
 Quality-oriented

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  Quantity-oriented
 Price-oriented
 Recognition-oriented

Acquiring Product

Studying the customer

Approaching the customer

Presenting the product

Overcoming resistance

Suggestive selling

Closing the sale

Fig. 1.2 Retail selling process

3. Approaching the customer

Just like everybody has their stories, a retailor has a specific strategy to deal with the different
types of customers.

Approaching the customer is not an easy step as it takes a lot of effort to attract the customer
to your outlet and not letting the customer escape to the competitor.
Approaching the customers depends on the type of market a retailor is in:

 Perfect competition: The situation prevailing in a market in which buyers and sellers
are so numerous and well informed that all elements of monopoly are absent and the
market price of a commodity is beyond the control of individual buyers and sellers.
 Monopolistic competition: Monopolistic competition is a type of imperfect
competition such that many producers sell products that are differentiated from one
another (e.g. by branding or quality) and hence are not perfect substitutes.

9
  Monopoly: Whereas a competitive firm must sell at the market price, a monopoly
owns its market, so it can set its own prices. Since it has no competition, it produces at
the quantity and price combination that maximizes its profits.
 Oligopoly: A state of limited competition, in which a market is shared by a small
number of producers or sellers.
A retailor has to convince the customer to visit and re-visit his or her outlet only and not to
shift to the other retailor. So, to do the same every retailor builds up a strategy which helps
convince the customer to be a permanent customer of that particular outlet.

4. Presenting the product

In this stage, the retailor has to present the product to the customer and tell the various
specifications that the following product upholds.

5. Overcoming resistance
This stage is a bit difficult as generally many customers go for window shopping or keep a lot
of substitutes in mind, which can affect the sales of the retailor. So, a retailor has to be
prepared so that he or she can smoothly handle the customer and clear all the doubts and
queries that the customer has brought within.

6. Suggestive selling
This is one of the things that every retailor do. It’s called suggestive selling. In this, a retailor
swoops in another product so that the customer buys more from the retailor. This is done by
telling the features of the other product or convincing the customer and letting them know
that this product is new in market and is being sold at a very fast pace. Basically, usage of all
those cliché lines that get the customers money in the retailer’s pocket.

7. Closing the sale

This is the last stage where the retailor finally sells the product to the customer and generates
profit out of it.

1.4.2. Promotion
In 1960, E. Jerome McCarthy proposed the 4p’s of marketing.
Product
The following are:
Promotions plays a huge role in marketing.

It is basically the communication held between the Price Promotion

corporation and the public. Promotion provides an
encoded message with a hope that the same will be decoded
by the target audience.
Place
The process of promotion includes research. As we are aware that
research is something that is involved everywhere Fig. 1.3 4p’s of
Marketing

10
and development acts as an upgradation or something to its next level type of a thing. So,
research and development play a vital role in promotion.
Before we move any forward to the process of promotion, lets undergo the functions of
promotions.

Promotion as a marketing tool- Promotion is used as a marketing tool to generate sales and
gain recognition for the said product.

Promotion as a means of communication- promotions is what helps to communicate about the

product to the general public.

It generates sales- Promotion helps to gain profits by customer maximization as well as

customer satisfaction.
It provides a hidden message- promotion provides an encoded message to the general public
and expects from them to decode the same. The message may be emotional or formal but it
advertises and provides a mental image of the product in relation to the mood as well as
background thought shared with the same.
Now, let’s come back to the process of promotion:

1. Defining key areas

The first step in the process of promotion is to define all those key areas where
promotion is required.
It is that step where we define all those segments in the market which are important to
the product to achieve the said target market. So, to begin with the process of
promotion, the first and the basic step is to define the key areas, that is, the need of
promotion, and why is it important for that particular product.
Promotion should be only used if there is a need of the same in the target audience.
So, we need to define all those areas as well as all those aspects that needs to be
looked up, because only if there is a need, the process of promotion will be done. So,
the first thing to do for a company in the perception of promotion is to define the key
areas that is the need of promotion and that too in which sector as well as aspects
promotion is required.
2. Establishment of detailed objectives
Once we are clear with the key areas or key aspects that we need to work upon under
the value of promotion, we will start establishing detailed objectives.
Every corporation always comes up with a plan which has primary as well as
secondary objectives.
These objectives define the whole planning of the promotion.
These objectives are basically the focus groups or the key points that the whole
promotion team will work upon.
So, in other words you can call the same point as setting up some ground rules.
Every organisation, every plan has its objectives. Because these objectives are the
ones on which the whole planning, and working is based. These objectives are the
targets that need to be achieved from the company in the near future.

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 In the case of promotion, objectives are the highlights of what is to be done, why is it
being done!
A promotional plan can have a wide range of objectives such as sales increases, new
product acceptance, creation of brand equity, creation of a corporate image, etc...

Fig. 1.4 The process of promotion

3. Choosing the type of promotional mix

All those promotional methods that are out there, and which are used for the purpose
of promoting something is known as promotional mix. Choosing the type of
promotional mix is not an easy game as a particular method is only chosen on the
basis of the strategies as well as the methods that a company opts in accordance to the
budget available.
Basically, promotional mix works as a tool of communication. By communication, we
can say that promotional mix is the thread between the company and the target
audience.

12
 It is a communication tool as it helps to provide information to the customers through
the help of various promotional methods involved in it.
The factors that affect the choice of promotional method is as follows:
 Stage in the product life cycle: Promotion is a very important aspect, be it
any stage in the product life cycle.
 Nature of the product: It’s an obvious that a promotional method is chosen
on the basis of the nature of the product because it is the nature that helps to
describe the product in a significant manner and decides for whether the
promotion should be shown in a formal or in an emotional way.
 Competition: Competition effects the decision of a company in the matter of
promotion. Because the promotion needs to be conducted in a way that the
target audience finds the company’s product more convenient and better than
the enemy company.
 Marketing budget: This the most important aspect because it’s the budget
that makes a company work. so, a promotional method is decided on the basis
of the budget that the company has kept for the promotion of a particular
product or the brand overall.
 Target Market: As we are aware of the fact that the whole aspect of
promotion is revolving around the target market, so the same comes under a
very important decision making when it comes to the choosing of the right
promotional mix.
4. Getting approval from the management for the purpose of Pre-testing
Now that the promotional method has been decided from the types of promotional
mix, it’s time to ring the bell for the upper management of the company. Everything is
done under the guidance of the management of the corporation. If something is
ignored or not been said to them but is done then the positive or negative result
whatever comes out has to go through the management only.
It’s the management that bears all the loses, it’s the management that plans for the
efficiency and success of a corporation, so its important to take an approval even if
the same is just for the sake of pre-testing.
5. Pre-testing
Now this is the stage where a sample data has been selected from the target audience,
and various types of methods are conducted be it questionnaire, or interview method,
to gain the information for whether the following promotion is making a difference or
giving them the urge to buy that particular product or not.
6. Evaluation
Whatever is done in the pre-testing is calculated and a result comes out for whether
the following promotional method is effective to the company or not.
This step is basically the judgement of what happened and the analysis of the whole
study done on the respondents and whether this advertisement can make a change or
seize the deal between the company and the target audience or not.
In the process of promotion, this is the most important part as the whole decision
depends on the resultant of the pre-testing.

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 7. Decision of management
After pre-testing as well as evaluation of the same, the report with all the success and
failure of the promotional method is submitted to the upper management. On the basis
of the following report, the management makes up a decision for whether to approve
or reject the following promotional activity.
If the following report is rejected then the whole procedure begins from the beginning
i.e. another promotional tool is selected, and after the approval of the same, pre-
testing begins. This is a long process because it is difficult to find something that is
compatible to the product in hand.
8. Implementation
If the management has approved the promotional method and the promotional
activity, then the same is implemented by the promotional team. And if the same is
rejected then another promotional tool is applied and the whole process continues
after the same. Implementing is not an easy task. Implementation should be done very
carefully as the end results is what will come out in front of the public and the same
will become the image of the following product being promoted.
9. Monitoring
This is a very important step, it is basically, controlling or checking for whether the
promotional activity so planned and prepared is working smoothly or not.
Monitoring is basically observing the results and making changes if required. It is
basically checking out the reactions of the target audience and the sales so generated
from the same.

1.4.3. Positioning
Product positioning is a form of marketing that highlights the key areas of a company’s
product to a particular target audience. Through the help of market research and focus groups,
marketers determine which audience is to be targeted based on successful or favourable
responses to the product.

Concepts like "segmentation" and "positioning" typically arise in the "large" rather than in
the "small" business context. The underlying concepts apply to both, but access to the mass
market requires substantially more preparation.

These methods have thus developed of necessity and in order to save money. They do not
represent some kind of "high sophistication" the small business has overlooked. Small
business owners practice segmentation and positioning as much as the giants and
multinationals—but the small business owners think of these things differently and do not use
the phrases.
The research so done in the same helps us to determine for which product’s feature is the
most appealing to the target audience. After knowing the same, this information helps
streamline marketing efforts and the promotional methods that were applied in promotion
create effective marketing messages that drive more leads and sales.

14
These messages are at times makes the target audience sensitive or emotional that helps the
product gain or generate more sales. It also helps differentiate the product or service from the
competition in the marketplace.
Product positioning is an important component of any marketing plan, as it is the next of
promotion which leads to placement of the product in the target market in the end.
Product positioning leads the product towards product placement.

The difference between the two is that the product positioning is the strategy that helps the
product reach the target market. And on the other hand, product placement is the aspect
where the product has reached the market through the help of product positioning and now
the work of product placement finally begins, i.e. to reach the target audience or to influence
the consumers and customers to purchase the same so that product sales is generated.

Product positioning can be done through two ways, i.e. in the no competition zone, where
there is no presence of the competition it is easy to put out the company’s product. And as
there is no competition the sales will be generated easily.

The other option is to choose all those target markets where the biggest selling product in the
country is being sold. For example, if the biggest seller of a particular country is Colgate, so
whichever is the Colgate’s target market will be the same of The Coca-Cola Company. So,
that whenever a customer goes to that particular target market, the customer observes the
presence of Coca-Cola product as well.

When the strategies are applied in positioning, the work of outlet listing, team built-up,
communication to the distributors as well as wholesales, division of work in categories so
that the work can be achieved at a fast pace is done.

After all these things are done and a strategy is made, Infrastructure is what becomes
important. Because here infrastructure is not a building that we are talking about, we are
talking about the infrastructure as in the mechanism that we are going to follow through the
help of so and so strategy applied.
When all of this is done, and the product reaches the target market, that stage is what is
known as product placement and that is the stage from where the journey of attracting and
influencing the consumers as well as customers becomes a duty. Because customers are key
to a company and seller is the backbone of it.

Product positioning is done on a national level. It cannot be done from market to market or
district to district. It is a very intense process as it involves company’s name, recognition, it is
something that can affect the sales of a company. A simple product positioning definition is
where your product or service fits in the marketplace. So, positioning is important to the
company as it refers to the place that a brand occupies in the minds of the customers and how
it is distinguished from the products of the competitors. It not only distinguishes the product
from the competitor product but also crafts up all the benefits as well as the key attributes that
the following product provides.

This is how product positioning helps in product placement.

15
 Positioning
It is the strategy to put the product in two scenarios:

No Competition Where a product

isa huge seller

Where there is no competition of This is the situation, where for

the product, it is easy to promote
the same. As there is no
competition, the product can gain
wide variety of customers.
example if a product say Colgate
toothpaste is said to be the highest
seller of the target market, then
wherever the following product is
available, the company sets up a
strategy to show their product in
that target markets as well, to gain
more customers.

Through Strategies

Outlet listing,

Team,

Distributor,

A, B, C Categories (division of work)

Infrastructure

Placement
Fig. 1.5 Positioning to Placement

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Now comes the process of Positioning:

Fig. 1.6 Process of Positioning

1. Identifying the objectives

The first thing to is to identify the objectives. Basically, it is the purpose to know for
why is product positing being held by the corporation for a particular product.
A positioning plan can have a wide range of objectives such as sales increases, new
product acceptance, creation of brand equity, creation of a corporate image, etc...
It’s all about choosing the correct discipline in which the whole plan will be based on
and worked upon.
So, the first step of product positioning is identifying the objectives.
2. Getting approval from the management for the working
Everything revolves around the management. It is the management that decides for
what is to be done and how it is to be done. So, it is important to get the approval
from the upper management for the working of positioning of the product.
3. Study of Product’s key features

17
 The third step in in the positioning process is to evaluate all the qualitative
characteristics, traits and uses of a product or service. The various characteristics of a
product can be in terms of its usage, sturdiness, benefit, problem-solving, emotional
connect etc. because these qualitative characteristics are the ones that makes the
product unique from the competitor, these are the characteristics that define the
company’s product as different and tells the public for what’s so special in it that you
should buy the same immediately.
4. Analysing customers
The fourth step in the positioning process is to understand the needs, psychology,
personality etc of the customer. Unless a company understands a customer, it not
creates a proper positioning statement. Customer surveys, feedback forms etc can help
understand the customer better.
Customer is the key to a company, without a customer there is no sales and if there is
no presence of sales in the market then there is no profit. So, to analyse the type of
customers present in the target market, is what is important.
5. Competition identification
The fifth step in the positioning process is understanding the competition and its
products. Every company, brand, product or service has its unique position in the
market. For creating a unique positioning, it is critical to understand the competition
prevalent in the market in that particular sector. Perceptual mapping or brand mapping
is often used for competitor positioning process.
6. Choosing the right type of positioning technique
This is the step when we choose a particular positioning method for the continuation
of the product positioning process. This will be covered in the types of positioning
techniques or methods later.
7. Analysing all the aspects with the technique chosen
After choosing ap articular positioning method it is important to check for whether all
the aspects that we have talked above are smoothly running and working together or
not. This is the stage that brings out all the resultants of the research being done up till
now and tells us for whether to continue with the same method or choose another
product positioning method.
8. Confirmation from the management
Management’s decision is the end decision, so it’s important to confirm from the
upper management and make them aware of all the present facts and figures in hand.
Also, to aware them of all the resultants that are brought out by the chosen product
positioning method under the budget provided by the company.
If the management approves then it moves to the next stage or else any other method
becomes the hope to this whole aspect.
9. Implementation and execution
It’s time now, when the whole plan is finally implemented and executed as per the
marketing strategies and the methods so used of product positioning.
10. Monitoring
This step is the last step of the process. This step is all about checking over the
updates as well as the responses and to check for whether the following objectives

18
 that were settled in the very beginning are being achieved by the marketing team or
not.

1.5. Types

1.5.1. Types of Retailers

Types of Retailers
Basically, there are 7 main types of retailers which can be defined by the size of their
business and the way they in which they sell their products.

The 7 main types of retailers are as follows:

1. Department Store
This type of retailer is often the most complex. It is offering a wide range of products and can
appear as a collection of smaller retail stores managed by one company. The departmental
store retailers offer products at different prices. This type of retailer adds high levels of
customer service by adding convenience enabling a large variety of products to be purchased
from one retailer.

2. Supermarkets
Generally, this type of retailer concentrates in supplying a range of food and beverage
products. However, many have now diversified and started supplying products related to
home, fashion and electrical products. Supermarkets have significant buying power and
therefore often retail goods at low prices.

3. Warehouse retailers
This type of retailer is usually situated in retail or Business Park and where premises rents are
lower. This enables this type of retailer to stock, display and retail a large variety of good at
very competitive prices.

4. Speciality Retailers

Specialising in specific industries or products, this type of retailer is able to offer the
customer expert knowledge and a high level of service. They also add value by offering
accessories and additional related products at the same outlet.

5. E-tailer

This type of retailer enables customers to shop on-line via the internet and buy products
which are then delivered. This type of retailer is highly convenient and is able to supply a
wider geographic customer base. E-tailers often have lower rent and overheads so offer very
competitive pricing.

6. Convenience Retailer
Usually located in residential areas this type of retailer offers a limited range of products at
premium prices due to the added value of convenience.

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7. Discount Retailer
This type of retailer offers a variety of discounted products. They offer low prices on less
fashionable branded products from a range of suppliers by reselling end of line and returned
goods at discounted prices.

1.5.2. Promotion:
The promotional mix is one of the 4 Ps of the marketing mix. It consists of public relations,
advertising, sales promotion and personal selling.
Promotion is all about communicating the message to the target audience. It is a way through
which a business makes its product known to both current and potential customers. The
communication process has to ensure that the encoded message is properly decoded by the
target audience. Only the objective of the communication process be achieved. Promotion is
also used to persuade customers to buy a particular product.

Advertising

Sales Public
Promotion
Promotion Relations

Personal
Selling

Fig. 1.7 Types of promotional mix

Advertising:
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association.
Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television,
print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings,

20
mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even
people (endorsements).
The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries the ads, and a host of people like copy editors, visualizers,
brand managers, researchers, creative heads and designers who take it the last mile to the
customer or receiver. A company that needs to advertise itself and/or its products hires an
advertising agency. The company briefs the agency on the brand, its imagery, the ideals and
values behind it, the target segments and so on. The agencies convert the ideas and concepts
to create the visuals, text, layouts and themes to communicate with the user. After approval
from the client, the ads go on air, as per the bookings done by the agency's media buying unit.

Advertising is the action of calling public attention to an idea, good, or service through paid
announcements by an identified sponsor.

According to Kotler –

Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or
services by an identified sponsor.
A simpler (and modern) definition of advertising can be – A paid communication message
intended to inform people about something or to influence them to buy or try something.

Types of advertisements are as follows:

 Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

 Broadcast Advertising: Television and radio advertisements.
 Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
 Digital Advertising: Advertisements displayed over the internet and digital devices.
 Product/Brand Integration: Product placements in entertainment media like TV show,
YouTube video, etc.

Advertising can be classified as follows:

 Product advertising
Most of the advertising is product advertising. It is based on the promotion of a
particular product so that the same product can gain a lot of customer satisfaction and
through the help of the same, it can generate profit as well as sales.
 Institutional advertising
This type of advertisement includes building up a positive image of a particular firm
to gain customer maximization. Through the help of positive image, it’s an obvious
that the masses will be influenced or at least will think of giving it a shot which will
make the firm’s work a lot easier.
 On the basis of target groups
Here by target groups we can say that we are targeting a particular audience. This type
of a classification can includes consumer advertising, industrial advertising, trade
advertising, retail advertising, wholesale advertising, non-profit advertising, public
service advertising, corporate advertising, etc.

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  On the basis of geographical spread
This type of advertising strategy can be used for the purpose of global advertising,
national advertising, regional advertising, local advertising, etc.
 Service advertising
This type of advertising can be done for the purpose of hotel advertising, education
services, transportation services, as well as advertising the financial services, etc.

Merits and Demerits of advertisement:

Merits

 It adds value to the product.

 It provides information to the masses.
 It provides clarity regarding the product regarding its features, design, ideology,
perception used, etc.
 It provides form utility i.e. the availability of the product.
 By place utility it informs the customer for where the product is available exactly.
 Through time utility, customers get aware of the time when they will receive the
product.
 By perception utility, the customers get to know about the perspective used when the
product was made, basically the ideology used in the same or in a layman words, idea.

Demerits

 It can provide a wrong message.

 It contains aggressive selling.
 Wrong information provided to cause fraudulent.
 It is found that it promotes people’s private luxuries and their luxuries are becoming
the necessities creating financial problems.
 It is leading to discontentment.

Public Relations
People involved in Public Relations often deal with advertising agencies as part of their job
as PR and advertising are interrelated.

The role of public relations is o create goodwill for the organisation.

The areas for public relations include product and public relations, employee relations,
financial relations, community relations, government and political relations, consumer
education and other public relations programs.
A basic definition of public relations is to shape and maintain the image of a company,
organization or individual in the eyes of the client's various "publics." What is a "public"
exactly? A public, in PR terms, is anyone who ever has or ever will form an opinion about the
client.

22
Depending on the nature of the client's work, these publics could include clients, potential
clients, voters, members of the local community, members of the media, students, parents of
students, online fans groups, foreign citizens -- the list is endless.
PR is the Persuasion Business. You are trying to convince an audience, inside your building
or town, and outside your usual sphere of influence, to promote your idea, purchase your
product, support your position, or recognize your accomplishments.

Here’s what the Public Relations Society of America PRSA agreed upon after a few thousand
submissions: “Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics.”

PR people are storytellers. They create narratives to advance their agenda. PR can be used to
protect, enhance or build reputations through the media, social media, or self-produced
communications. A good PR practitioner will analyse the organization, find the positive
messages and translate those messages into positive stories. When the news is bad, they can
formulate the best response and mitigate the damage.

The Princeton Review notes that: “A public relations specialist is an image shaper. Their job
is to generate positive publicity for their client and enhance their reputation … They keep the
public informed about the activity of government agencies, explain policy, and manage
political campaigns. Public relations people working for a company may handle consumer
relations, or the relationship between parts of the company such as the managers and
employees, or different branch offices.”

Tools used in public relations are as follows:

 Oral communication: This includes speech as well as interview.

 Printed & Graphic Communication: This includes filters, brochures, newsletter, press
release.
 Print media: This includes newspaper advertising, magazine advertising and books in
form of manuscripts and paper.
 Outdoor media: This includes hoardings, poster media, hot air balloons.
 Broadcast media: This includes radio advertising, television advertising, telephone
broadcasting, internet advertising.
 Other media: This includes websites, celebrity endorsements and exhibitions.
Personal Selling

Personal selling can be defined as the process of selling a particular product or service with
the intention of making a sale through direct communication.
Personal selling is when a salesperson meets a potential buyer or buyers face-to-face with the
aim of selling a product or service.

Personal selling happens when companies and business firms send out their salesmen to use
the sale force and sell the products and services by meeting the consumer face – to – face.
Here, the producers promote their products, the attitude of the product, appearance and

23
specialist product knowledge with the help of their agents. They aim to inform and encourage
the customer to buy, or at least trial the product.

Essentials of Personal Selling:

 Face to face interaction: Through face to face interaction, a sales person can elaborate
about a product in a better way. The sales person an describe everything about the
product be it a pro or a con, showing a demo, etc.
 Flexible: This process is flexible because the sales person can tell from the situation in
front for whether the buyer is actually interested or not.
 Promote sales: Through the same, sales is generated at a faster pace.
 Persuasion: a sales person has the ability to convince or persuade the buyer/ customer
to buy the product.

Merits and demerits of personal selling:

Merits Demerits
1. It is flexible and adaptable. 1. It is expensive.
2. It provides minimum waste. 2. Difficulty of getting right kind of
salesmen.
3. It acts as a feedback. 3. Stake in consumer loyalty.
4. It creates lasting impression. 4. More administrative problems.
Table 1.1 Merits and Demerits of personal selling

Sales Promotion
Sales promotion refers to incentives in form of coupons, samples, gifts, special packs,
allowances, premiums used by manufacturer to induce the traders or consumers to buy the
product.
Basically, they are the emotional incentives which encourage the sales force.

According to Phillip Kotler,

“Sales promotion consists of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker and greater purchase of particular products or services by
consumer or the trade.”
According to Roger A Strang,

“Sales promotion are short-term incentives to encourage purchase or sale of a product or

service.”

Features of Sales Promotion:

 It leads to gaining additional market share or additional revenue.

 It facilitates expanding the target market.
 Sales promotion develop favourable attitude of consumer towards the product.
 It helps in giving extra value to the product.

24
  Sales promotion objectives are directly related to the specific promotional techniques
to be used.

Dimensions of sales promotions:

Trade

Dimensions
of sales
promotions

Retail Consumer

Fig. 1.8 Dimensions of Sales promotions

Merits and Demerits of Sales Promotion:

Merits:

 It stimulates sales force for a new, improved or mature product.

 It persuades the customer to buy.
 It is a very effective tool when a new product is introduced in the market.
 It re-enforces advertising.
 It is a flexible aspect.
 It introduces price discrimination.
 Once the consumer likes the product, it temporarily makes it possible for competitive
brands to be out of the market.

Demerits:

 It decreases brand loyalty.

 It encourages brand switching.

25
  It is ineffective when an established brand has a declining market.
 It is very high cost.
 It indirectly increases the cost of the product which can lead to loss to a company.

1.5.3. Types of Product Positioning

Product
Positioning
Techniques

Positioning
Umbrella Competitive
based on a Repositioning
Positioning Positioning
specific benefit

Fig. 1.9 Product Positioning Techniques

 Umbrella Positioning
Umbrella positioning refers to the practice of bringing an entire line of products under
one brand for marketing and messaging purposes. The approach emphasizes the brand
and employs uniform visual elements and a single brand message, such as Apple's
branding on innovation and minimalist design.
 Competitive Positioning
Competitive positioning is about defining how you'll “differentiate” your offering and
create value for your market. It's about carving out a spot in the competitive
landscape, putting your stake in the ground, and winning mindshare in the
marketplace – being known for a certain “something.” Competitive positioning, or the
ability of a business to keep competitors at bay, is the most important determining
factor of future profits.
 Positioning based on a specific benefit
At times a company launches a product with an offer, for example, you must have
heard that at times we get a cup free with the Nescafe Coffee Jar.
This is what positioning based on a specific benefit is said to be. Where it highlights
the specific benefit, which is being provided with the product to the customers.
 Repositioning
It is basically changing the product’s target market. To understand the same, lets take
an example. If a small company has started generating sales and profits out of the
products it is selling, it can change its target market to a bigger section of target
audience to generate more sales as well as profits.

1.6. Importance of all the aspects covered in the study:

 Psychological perspective of the retailers

Whenever we talk about an organisation, we picture its key as its customer and the
backbone as the management. But what we forget is the seller. A seller is the one who
communicates with the customer. Which is why he or she should be pictured with

26
 utmost importance. If a seller is not treated right or wrong information is provided
then the following seller can bad mouth about the brand or product because in the end
it’s the retailor who deals with the customer and not the company.
In this study, this aspect is important of all, because the whole research is based on the
perception of a retailor regarding a product.
 Competitors
For every company, competitor is a big deal. Through one mistake a consumer can
switch from one brand to another or from one product to another or from one service
to another. So, a company always has to plan in accordance to its competitors.
In this study, we have talked about the competitors that are present in the market in
against the product of The Coca-Cola Company, i.e. Juicy+.
 Importance of promotion
In this study, we have thoroughly gone through the importance of promotion in
marketing. Every product which is new or on its introductory stage requires
recognition. Actually, promotion is the aspect that is required in every stage of a
product’s life cycle.
 Taste & Preference
These days the target customers are quite heterogenous because of the availability of
the wide options or varieties. These two aspects are important to study in this project
report because Juicy+ provides a taste of juice yet it has the presence of CSD, so it’s
new and that’s the difference from the competitors.
 Positioning
This is the most important aspect of all. Positioning of a product is important because
it is the way in which the product moves from the product to the seller’s place. It is
defined as the way through which a product is placed in a target market.
 Importance of background of the company
This is also considered as an important aspect because even if a product is new market
but is of an existing brand which is reaching skies or has a huge following or
recognition, it can easily get promoted, or come in front of people’s eyes.

27
 Company’s Profile
2.1 History of the company
All these years from high to low coca cola has always sustained in the end, spreading
happiness meticulously to their customers. It wouldn’t have been possible if the first step
wasn’t ever taken. The first step of the journey and till date, the journey so-in between is as
beautiful as a rose with thorns.

The 1880’s: From where it all started

Fig. 2.1 Source: https://www.coca-colacompany.com/company/history

1886: Coca cola was brought to this magnificent world by Dr. John S. Pemberton, a great
pharmacist indeed. It all began with a little experimentation of drinks so that alcohol could be
replaceable. The first form was that of a patient's medicine, it was initially sold in all those
soda fountain stores with the claim that it could cure heartburns, nausea, and headaches. At
that time, 9 drinks were sold per day in a year. With great outcomes and feedbacks, Dr.
Pemberton's book keeper, Frank M. Robinson, designed the trademark logo and named the
beverage "Coca Cola" with a concept that the 2Cs would form a brilliant appearance in the
future advertisements.
After the same, the very first newspaper advertisement appeared with the announcement of
Coca Cola as a "Delicious and Refreshing Beverage".

1887: As we are aware of the concept of promotion and how it works, at the time of 80's
coupons were first used to advertise Coca Cola.

Not only that in the very year of 1887, John Pemberton made a registry of Coca Cola with a
label "Coca Cola Syrup and Extract" as a copyright with the U.S. Patent Office.

28
Copyright can be explained in a way, like it's a signature of a particular person which cannot
be copied by one another. Or we can say that we all are born with a unique fingerprint, its
right to use is only with us. So, when it comes to a corporation, copyright is a must, it shows
that only they have the right to produce more of what they did and they can charge the ones
who produces fraudulent with the help of their products.

1888: It was a very sad moment for the corporation to lose Pemberton. It was him, who had
left the company to a few different parties with a majority of the business being sold to a
local Atlanta businessman who was named as Asa G. Candler. It was him, who had a
personal control on the corporation.
1889: By 1889, Asa G. Candler had acquired the rights of the Coca Cola formula as well as
the "Coca Cola" name and brand, i.e. the ownership was transferred in this year.

1891: As a concept of promotion, a product can be advertised in all kinds of ways. It can be
advertised through the help of radio, newspapers, televisions, magazines, pamphlets,
calendars, etc.

After the transfer of ownership, the very first method used for the purpose of advertising were
calendars.

Asa G. Candler used to advertise a

mouthwash, named as De-Lec-Ta-Lave,
which he usually used to sell. But after
1892, his main focus was to promote
Coca Cola only.
1892: Asa G. Candler, who acquired the
Coca Cola Company in 1882, kept his
entire focus in the promotion of it. With a
brilliant working strategy, he was able to
have an advertising budget of $11,000.
He was able to finalize the purchases and
incorporate The Coca Cola Company as
the Georgia Corporation.

Fig. 2.2 ASA Griggs Candler

In 1893, The Coca Cola Spencerian script trademark was registered with the U.S. Patent
Office. In this year, at the very second annual meeting of the corporation, the first dividend
was paid to the investors prominently. With the continuation of the company, in 1895, Asa G.
Candler declared in the Annual Report that it was Coca Cola which was sold and drunk in
every state and territory in the entire United States. With the huge success and wonderful
outcomes, soda fountains urns and clocks were used for the purpose of advertising in 1896.
As the hard work kept paying off, the company was able to have its first building for the sole
purpose of housing in 1898. Sooner than later, a contract was bonded between Asa G.
Candler and Benjamin F. Thomas & Joseph B. Whitehead of Chattanooga, hence becoming
the first city to bottle Coca Cola.

29
In the 1900's, a well-known music hall performer named as Hilda
Clark, became the first celebrity to appear for Coca Cola for the
purpose of advertising, or we can say that the first brand ambassador of
Coca Cola was Hilda Clark who was known by her beautiful
performances'. She started appearing in multiple forms of advertising,
like that of trays, posters, bookmarks, etc.

In the same year, Coca Cola was able to achieve the second bottling
plant which began its production under the 1899 contract and it was
located in Atlanta. Fig. 2.3 Hilda Clark
1901: In the following year, the advertising budget led to a boom, i.e. it surpassed 100,000$
for the very first time. And soon in 1904, the annual sales of coca cola had hit the 1-million-
gallon mark.

With a huge success and hard work, coca cola was able to achieve bottling operations in
Canada, Cuba and Panama, becoming the first three countries on the outskirts of U.S.

Promotional advertisements kept going in a magnificent way. In 1907, diamond shaped paper
label was introduced for bottles. And to increase their demand, deals were made with
athletes, baseball players for the purpose of advertisement. In 1909, Coca Cola bottler
magazines began its publications.

In the 1910's there were several happenings that lead to a great success for the
corporation.
In 1911, the annual budget for advertising surpassed $1 million for the very first
time.

In 1912, bottling operations began in the Philippines as wells, i.e. the company's
first expansion in Asia.

By the 1913, there were more than 415,000 retailers and almost 2,300
wholesalers.
In 1914, a huge donation was made by Asa G. Candler of $1 million to Atlanta's
Emory University.

Fig. 2.4

In 1915, it came out that the contour bottle prototype was

designed by Alexander Samuelson and patented by the
Root Glass Company. After the approval of Bottlers' Association, Fig. 2.5
the bottle further becomes the standard bottle of Coca Cola.

In 1917, a relationship was built between Red Cross and the Coca Cola company, as the
company and bottlers began World War I blood drives.

In 1919, the first bottling plant was opened in Europe in Paris and Bordeaux.

30
Later on, the company was purchased by a group of investors led by Ernest Woodruff for $25
million. As the time passed by, Coca Cola became a popular brand. Coca cola appreciated the
secrecy of their recipe, to which in 1925 the board of directors passed a resolution to place
the secret formula in a bank vault at the Trust company bank in Atlanta.

And as we are aware, that bill boards are quiet eye catching for a layman, so coca cola
decided to introduce outdoor billboards as a part of the advertising mix.

With the time flowing by, bottling operations began at Belgium, Bermuda, China, Colombia,
Germany, Haiti, Italy, Mexico, the Netherlands and Spain.
In the year 1928, the company had a tie-up with the Olympic Games.

In 1931, to hit the boom, coca cola came up

with the idea to bring together the combination
of coca cola and Christmas. An artist named
Haddon Sundblom created his first illustration
showing Santa Claus pausing for a Coke.

In the 1930's many movie stars like Jackie

Cooper, Joan Crawford had tie up with the
company. Not only that, Robert Woodruff
became the chairman of the board and also
served as the president of the company from
1923 to 1939. It was found that in 1945, "Coke"
became a registered trademark of The Coca-
Cola Company.

After that, many more splendid changes were

obtained by the corporation. As for the present, Fig. 2.6
Coca Cola has reached at a level, that almost every person recognizes Coca Cola brand.

2.2. Bottling History of The Coca-Cola Company

The history of Coca Cola of course includes its bottling segment as well. With the rise in
company, many changes occurred not just in products but in its packaging as well. Bottling is
segment that comes under the packaging of a beverage, or in simple words, what holds the
liquid in a solid container.

With a huge history of company itself, the bottling segment has also a lot to talk upon. It all
started in 1894 when a shop owner, Joseph A. Biedenharn suggested Asa G. Candler that
coke should be served in glass bottles, as it increases a huge sale. Attraction of a product is a
must, as it can help in marketing a product.

It’s obvious if a product is eye-catching, the customer will run towards it to know what it is,
and of how much it is. Even so, Asa G. Candler didn’t seize the opportunity and focused on
fountain sales only. But then as the market was changing and competition was arising, in
1916, many bottlers were scared because the straight bottle shape was too easy and that coca

31
cola was easily confused with those of copycat brands.
After the following observance, The
Root Glass Company of Terre Haute,
Indiana, designed a beautiful contour
shape that won the approval of the
corporation. Then with a huge success,
The Coca Cola Company launched a
six-pack set in 1923, with a concept
that people can take happiness home,
which later on went to a huge success.
In 1928, the success had reached the
skies, the bottles exceeded the amount sold through Fig. 2.7 Bottling History
soda fountains. After that, there were many wonderful moments for the company to share like
the media moments, the packaging innovations, and the moment when coca cola got its first
trademark. All these years, coca cola has achieved to a level where a layman easily says, “Its
Coca-Cola, the name is enough!”.

32
 Review of Literature and Theoretical Framework
3.1. Retailers perspective

3.1.1. Literature Review on Importance of Retailers

A hyperbook was made by Professor John M. McCann of Fuqua School of Business Duke
University which involved a sales situation and talked about the retailers’ perspective. He
provided the information:

The general nature of the problem facing both parties in a sales situation was explored when
a recent panel of retail food executives discussed two important themes:

Retailers have learned to use scanner data, and as a result they are designing their own
marketing programs.

They want manufacturers to recognize the unique aspect of each account and to tailor their
trade deals to maximize the benefit to all three parties: manufacturer, retailer, and consumer.

These themes were presented during the panel discussion by Richard Perrius, Corporate
Director of Merchandising at The Grand Union Company.

“Your worst nightmares are about to come true. We have learned, just within the last year or
two, how to process the information which we have always owned. From that comes the
concept of category management, which you hear a lot about because it's an effective way to
operate a retail food business. This allows us not only to focus in on each category as a
market within itself, but to understand information about that category, and control our own
business. There are several pieces of information which we now own which should
fundamentally affect the way in which manufacturers operate. Number one: we have
discovered that we own the retail shelves in the stores. Number two: if we don't do the
marketing ourselves, we do not get the most effective and efficient sales out of the space
which we own. What really made a difference is how we select sale items. We have done
many studies over the last five years to understand the relationship of incremental sales as
products are put in different size features and different display activities in our stores. ...
That's a difficult concept to get across to a salesforce who brings in a program made to fit
everybody.”

Perrius' comment about the sales force having a hard time with this new world is very
pointed. He contends that manufacturers are trying to solve their problem by throwing money
at the retailers instead of taking the time and spending the resources to adequately understand
each account's business.
That's the mentality out there -- no understanding of what it is we're trying to do. It's
important that we share knowledge. You have to understand the direction that we are going in
technologically and how we are going to use it. In a couple of years, we're not going to be
just telling you how much you sold, but what the elasticity is of your product. This type of
information is vital and it is imperative that your people be brought up to speed, otherwise
this partnership that is becoming so famous will dissolve.

33
Retailing performs various functions in our day to day life. Its main role is seen in the
distribution channel of marketing. It serves producer, consumer and economy as a whole in a
big way (Tiwari, 2009: 7).

Retailing thus, is seen as the ultimate gate in the delivering of products, for consumption by
the final consumers. Any firm that markets goods to the ultimate buyer is doing the function
of retailing. It thus, includes all activities associated in the selling of products and services
directly to the buyers, for their personal, family or household use. Retail is the final stage of
any economic activity (Arora, 2012: 10).
People or businesses who deal with retailing are called retailers. Brokers who participate in
carrying out a retail activity in the marketing channel are persons or businesses who have
retailing as a profession. (Aydın et al., 2013: 4).

The retailer is a person or agent or agency or company or organization who sends the
products or services to the ultimate consumer (Amit and Kameshvari, 2012) and embrace the
product with the service provide, the customers who need it (Altunışık et al., 2012: 279).
Thus, the customer and the fulfilment of customer desire and needs which are the key points
of retailing are the retailing focus (MEGEP, 2008: 4).

Retail is an extraordinary business, with an ever-shifting landscape. Many retail markets in

the world have been particularly eventful in recent years, with increasing competition, margin
pressure, and greater merger and acquisition activity (Tang & Lim, 2008:18). Retailing is
increasingly gaining importance and along with the developed technology is turning into a
giant sector (MEGEP: 2008: 3).

Today’s potential customer is most likely an experienced buyer with a keen eye for price,
service and convenience. They are more sophisticated and more demanding. As markets
become more competitive, customer’s demands for quality product and service increase. As a
result, delivering a unique in-store experience is a key goal for retailers today (Tang & Lim,
2008: 10).

Nowadays retailers need to search for new marketing tactics to appeal and hold customers.
While in the past, retailers attracted buyers with exclusive assortments and better services,
today, retail assortments and services seems to be more and more similar (Kotler and
Armstrong, 2012: 382).

A retailing or retailer’s function is important for consumers and manufacturers and

wholesalers. Retailers work as buying specialists (agents) for clients and sales agents for their
suppliers: while fulfilling these roles, they perform various marketing activities such as
meeting customer needs, creating product types, collecting market information, and granting
Customer’s credit. These provide the consumer's connections with producers or wholesalers
(Mucuk, 2009: 285).

34
3.1.2. Theories related to retailing
 Wheel of Retailing Theory
The wheel of retailing theory explains the life
cycle of a retail organization and the different
levels through which it passes. The life of a
business is divided into four quadrilaterals.
The first phase is the entry phase, in the same
the organisation has a low status as the
customers are not aware of the products or
services it holds.
Fig. 3.1 Wheel of Retailing
Theory
The second phase is the growth phase where the organisation starts expanding as the
consumers starts to recognize the products or services the company holds.
The third stage is maturity stage which is an upgrade level of investment of the
second phase. And last but not the least comes the fourth stage, i.e. the decline phase
where a new competitor enters in a low key and takes away the company’s target
audience!
 Accordion Theory
The retail accordion theory asserts that the market begins as large stores offering a
wide variety of merchandise before shrinking to more targeted stores and back again.
This theory suggests that retailers grow and change as the market shifts and consumer
wants and needs change.
 Dialectic Process
An evolutionary theory based on the premise that retail institutions evolve. The theory
suggests that new retail formats emerge by adopting characteristics from other forms
of retailers. Basically, in simple words, this is a process where a retailor upgrades its
level just by learning few tricks or skills by observing the other retailers over a period
of time.
 Environmental Theory (Natural Selection)
The retail sector comprises consumers, manufacturers, marketers, suppliers, and
changing technology. Those retailers that adapt to changes in demography,
technology, consumer preferences, and legal changes are more likely to survive for
long and prosper. Because it’s the internal as well as the external environment that
effects the growth of a business.

3.1.3. Reviews of articles on retailing

In Gueimonde-Canto (2011), the retailer satisfaction has huge impact on supply chain
management so they maintain contingent cooperative relationships with both their suppliers
and customers. To satisfy the retailers the manufacturers should concentrate in the supply
chain system.

35
Greasley, Assi (2012) states that among quality, pricing, packaging and manufacturer-retailer
relationship the most important factor is the delivery from retailers’ view point. This theory
describes two important attribute such as delivery and logistics which directly affects the
retailers.

Hamister (2012) explains that supply chain management practices are positively related to the
retail and supplier levels. The goal of supply chain management is increasing customer value
and achieving a sustainable competitive advantage in the supply chain. It covers all the
activities such as product development, sourcing, production, and logistics, in order to
coordinate these activities, the information systems also required.
According to Geyskens and Steenkamp (2000) states that the retailer’s economic satisfaction
is defined by the retailer evaluation from the relationship with the supplier. It describes the
positive reaction from the supplier that stems from the economic rewards obtained like
volume, profit margins and discounts.

According to Piercy (2010) describes that competition strategy is primarily analysed based on
the cooperative channel settings and contingently interpreted for competitive situations
between channel. For a long time if the manufacturers have cooperated with retailers contact
the end-users also satisfied with this approach.

3.2. Promotion
Promotion is the thread between the company and the audience. It acts as a communication
tool to spread the information about a particular product to the set target audience. Promotion
provides recognition to a product or a brand or a service. It is the key to awareness. If a
company is introducing a new product, then promotion is the first aspect that should be
covered. Promotion plays a wide role in marketing. It provides a hidden message to the
public which they decode. At times, promotion hits the level of emotional or formal feelings
of an individual persuading him or her to buy that product or service. Promotion has the
power to attract the masses, it is the reason how people are aware about the product and the
following is resulting into sales and profit.

3.2.1. Literature review on Promotion

Alvarez& Casielles (2005) say that sales promotion is a stimulus that is offered from time to
time and encourage publicity that will lead to action for purchase of a certain product. Sales
promotion techniques are techniques that immediately try to affect customers buying
behaviour. Research is telling that sales promotion activities should be done infrequently,
when the customers do not expect it.
Nandakumar, et.al. (2001) " attempted to develop a simple game- theoretic framework to
examine the strategic consideration that underline a retailer's decision to pass through a trade
deal. According to them in an environment where manufacturers offer trade promotion, a
retailer may not have the incentive to pass a low wholesale price on to consumers because
consumers do not have perfect information about on-going trade promotions. However, if the
retailer never passes savings on, consumers can infer opportunistic pricing based on prior
knowledge of trade promotion frequency and have a higher tendency to shop elsewhere. The

36
extent of retailer opportunism depends on product-market characteristics, such as the
retailer's clientele and the heterogeneity of consumer search cost as well as the characteristics
of the manufacturer's trade promotion policy like the frequency of trade promotion and depth
of discount offered, etc

Nelson Oly Ndubisi (2005) This study is to evaluate the effectiveness of sales promotional
strategies namely, coupon, price discount, free sample, bonus pack and in store display in the
purchase of low involvement products by Malaysian consumers. The paper also recognizes
that certain demographic factors such as education and income of consumers could
potentially confound the observed relationships hence, these factors were controlled. The
results show that price discounts, free sample, bonus pack, and in store display are associated
with product trail. Coupon does not have any significant effect on product trail. Details of the
findings and their implication are discussed.

The perception of the consumers and the attitude of the retailers have no doubt added a new
dimension to the existing advertising strategy in use by the company, the various models
explained the core branding elements of the proposed brand study (The Indian Institute of
Planning and Management-Newdelhi,2006)
Chris (2000) find out Brand equity increasing importance of marketing accountability and
metrics and the push to link marketing activity and measurement to corporate measures as
shareholders value. Brand equity is positioned as a key performance measure of Brand
Awareness.

Chandon, et al. (2000) indicated that sales promotion may be attractive to highly promotion
prone consumers for reasons beyond price savings. These highly promotion prone consumers
may switch brands to receive "special" deals that reflect and reinforce their smart shopper
self-perception.
Nigel K.l. pope and Kevin E. voges (2000) in their studies find out sports sponsorship is used
to support marketing and corporate objectives such as improving a company or brand image
and increasing consumer intentions to purchase a company’s product or services. This
suggests a relationship between sport sponsorship activities brand exposure and attitudes
towards the brand itself.

Lisa S. Mc Neill their studies discuss the chiness consumer preference for price-based sales
promotion techniques-the impact of gender, income and product type. Few studies consider
personal consumption factors such as income, cost, nature of the item and gender in regard to
impact on acquisitions and transaction utility. This study explores these factors in regard to
satisfaction and pleasure with and resultant preference for, price-based sales promotion in
china.

Simon kwok & mork uncles (2002) in their study explore and extend the congruency
framework by analyzing the impact of culture at an ethnic group level. The purpose is to
investigate the popular assumption that cultural differences exist at this level and to see
whether these differences have an impact on sales promotion effectiveness.

37
According to Gilbert and Jackaria (2002), packs with "buy-one-get-one-free" may not
increase brand awareness before trial purchase because the customer will only come across
the product once in the store (unlike samples or coupons), however, if the promotion is
noticeable it will facilitate brand recognition and brand recall for future purchases. Since an
additional amount is given for free, consumers may be persuaded to buy the product if they
feel it represents a fair deal that provides value for money.

Woodside, Jane summers, Melissa Johnson Morgan (2006)” Sponsorships of fast-moving

consumer goods-Does packing endorsement contribute brand attitude. In their study
considering sponsorship effect with particular attention being paid to outcomes of consumer
attitudes towards sponsoring and sponsored brand and purchase intention.

Ambler (2000) said that Advertising creates Awareness communicates attributes and benefits,
reminds and refreshes to ensure top of mind awareness and that a brand is in consumers
consideration set, therefore generates repeat purchase and over time contributes to loyalty and
the franchise of a brand.

According to Brassington & Pettitt (2000) the essence of public relations (PR) is to look after
the nature and quality of the relationship between the organization and its different publics,
and to create a mutual understanding. PR covers a range of activities, for example the
creation and maintenance of corporate identity and image; charitable involvement, such as
sponsorship, and community initiatives; media relation for the spreading of good news, as
well as for crisis management, such as damage limitation. Moreover, an organization can
attend trade exhibitions to create stronger relationships with key suppliers and customers as
well as enhancing the organization's presence and reputation within the market.

According to Brassington & Pettitt (2000), direct marketing is an interactive system of

marketing, using one or more advertising media to achieve measurable response anywhere,
forming a basis for creating and further developing an on-going direct relationship between
an organization and its customers. To be able to create and sustain quality relationships with
sometimes hundreds or even thousands of individual customers, an organization needs to
have as much information as possible about each one, and needs to be able to access,
manipulate and analyze that information. Thus, the database is crucial to the process of
building the relationship.

Grover, Rajiv and Srinivasan, V. (1992) investigated the multiple effect of retail promotion
on brand loyal and brand switching segment of consumer. They found that the market can be
characterised by brand loyal segment and switching segments; promotional variable have
significant effects on segment market shares, the effect being different across segments; store
share is related significantly to promotional attractiveness of a store; the overall promotional
attractiveness of the product category has significant current and lagged effect on category
volume and the lagged effects resulting from consumer purchase acceleration and stock -up
last longer for brand loyal segments than for switching segments.
Guptha, Sunil (1988) explains how sales promotion affect consumer's purchase decisions and
thus the sale of a brand. He argues that the effect of a sales promotion can be examined by
decomposing the sales bump during the sales promotion period into sales increase due to

38
brand switching, purchase time acceleration and stock piling. The author proposed a method
for such decomposition whereby brand sales are considered the result of consumer decision
about when, what and how much to buy. The impact of marketing variables on these three
consumer decisions is captured by an Erlang-2 inter-purchase time model, a multinomial logit
model of brand choice and a cumulative logit model of purchase quantity. The models are
estimated with IRI scanner panel data for regular ground coffee. The result indicates that
more than 80% of the sales increase due to promotion comes fi-om brand switching. Purchase
acceleration in time accounts for less than 14% of the sales increase, whereas stock piling due
to promotion is a negligible phenomenon accounting for less than 2% of the sales increase.
Karl, Hellman (2005) 95 suggested that a business-to-business products strategy required to
include a clear definition of its target market, point-of- difference from competitors that are
compelling the consumers and proof that the firm's claims are creditable. Business-to-
Business companies need to expand their strategies to include pinpointing why potential
customers are not buying their products and then developing specific programmes to
overcome the barriers.

Fusun, F. Gonul, et.al. (2001) ~~ investigated whether and how pricing and promotional
activities influence prescription choice behaviour. They find that physicians are characterised
by fairly limited price sensitivity, detailing and samples have mostly informative effect on
physicians and physicians with relatively large number of Medicare or health maintenance
organisation patients are less influenced by promotions than other patients.

Jim, Blythe (1999) 98 examined the impression that despite the widespread use of trade
exhibitions as a promotional tool and the large sums of money committed to the activity by
UK firms of all sizes, many firms do not have any meaningful ways of evaluating the
effectiveness of the activities. It was found that, while firms with differing levels of
exhibition activity had much the same reasons for attending the exhibitions and the
propensity to set objectives remained similar across the board, the methods used to assess the
outcomes of the exhibition varied in both quantity and type according to the frequency of
exhibiting.
John, P. Murray Jr. and Jan, B. Heide (1998) 99 rep
orted the result of a study that examined retailer participation in manufacturer sponsored
promotion programme. On the basis of an empirical study involving a conjoint task, the
authors show that the presence of a strong inter-personal relationship does not diminish the
importance of other variables such as incentives. The results also suggest that inter-personal
relationships are less important determinants of participation than economic incentives.
Robert, D. Buzzel et. al. (1990) loo highlighted the shift in the growing power of the super
markets, drug store chains, warehouse clubs and discounters regarding the marketing and
sales of frequently purchased consumer goods.

Chakravarthi, Narasimhan (1990) 1°' explored the factors managers consider important in
allocating trade and consumer promotions. Importance scores on several dimensions were
analysed to extract the underlying factors. Indices are computed using these raw scores. The

39
extent of mediation by several brand and category variables on managerial perceptions was
then examined by correlating manager's indices and the structural variables. The impact of
the structural variables and the importance scores are related to promotion to sales ratios in a
regression model. Result of the study shows that the structural variables have strong and
predictable impact, the importance scores are somewhat weak in their explanatory power.

3.2.2. Theories of promotion

 Push Theory
This theory is based on the assumption that if a company provides incentives to the
wholesalers as well as retailers it will indirectly push them to purchase more products
of the following company. Giving them the discount “pushes” them to purchase more
items for their future sales.
 Pull Theory
This theory is based on the assumption that if a company advertises a product or
service directly to the buyer, it will increase the demand of the following product or
service. Through this, a mechanism will begin where the demand for that product or
service will increase leading the customer towards retailor, retailor towards the
company, and the end result would be generating sales and profit.
 Combination Theory
This theory is based on an assumption that if we mix both push theory as well as pull
theory then the "push" will work to get more product into the hands of retailers and
wholesalers while advertising and the “pull” will work to attract more customers
arising the demand for the product.
 Marketing Theory
Marketing theory is a complex system of ideas concerning the best practices for
publicizing a product. In preparation for a product launch, a business must choose
whether to invest in traditional advertising such as print, outdoor and online
advertising, or other forms of promotion including email and fliers. Promotional
marketing follows a predetermined schedule, which lays out a time line for
advertising campaign launches in various media and defines the promotional angle so
that all marketing for a product launch can be consistent.
 Profitability curve
A profitability curve is a basic graph that shows how a specific product produces a
profit, or loss, over the course of its life cycle. Profitability curves are important to
financial leaders at a business who must project profits and account for future budget
costs, even during a product launch. The profitability curve can also reveal how much
the business can afford to spend promoting a new product given the other costs that
went into its development and launch.
 Diffusion of Innovation
Diffusion of innovation is a theory that helps business leaders understand how
customers are likely to adopt their new products. This, in turn, helps shape a product
launch. The theory holds that some customers fall into the category of early adopters.
These customers are more likely to purchase a new product shortly after its launch.

40
 Other consumers are late adopters and more likely to wait to buy. Diffusion of
innovation theory allows a business to determine its target market and project sales
figures based on who will buy a product and when.

3.2.3. Reviews of articles on Promotion

According to Palmer [3] sales promotion is distinctive; they offer additional incentive to buy.
Gilbert and Jakarta [4] point out that sales promotion consists of extremely varied short-term
promotional tools designed to generate the desired response from customers. The growing
interest in the sales promotion` use as marketing tactics has led to an unparalleled growth of
research in this area.

According to J. Stiincamp [5] sales promotion helps increase consumer sensitivity, trigger
switching between brands, creates commodity samples that further enhance the brand's
popularity. Sales promotion usually lowers the price of products for a larger purchased
quantity. As a result, it improves the customer-perceived value of the product price leading to
the purchase decision initiative. Sales promotion measures are geared to achieving quick
results, but they have to be combined with other instruments to increase sales.
Gilbert and Jackaria (2002) stated that sales promotion consists of a broad variety of short-
term strategic promotional tool aimed at generating desired response from customers. The
increasing interest in the use of sales promotion as a marketing tactic has resulted in an un-
matched growth of research in this area. Sales promotion as a presenter incentive that induces
manufacturer, and retailer, desired sales result.

Sales promotion can also be referred to as any incentive used by manufacturer or retailer to
provoke trade with other retailer or with other channel member, or with consumers to buy
brands apart from encouraging the sales force to aggressively sell the items (Shimp, 2003).
Sales promotion is more immediate-oriented and capable of influence behaviour.
Totten &Block (1994) stated that term sales promotion refers to many kinds of selling
incentive and technique intended to produce immediate or short-term sales effect. Sales
promotions can good-looking for extremely promotions prone consumers for reason outside
price saving. These extremely promotions prone consumer might change brand toward
accept “particular” deal tore turn and support their well-dressed shopper self-perceptions.

Extremely promotions prone consumer may attempt to innovative products that have
promotions (Rizwan et al., 2013).

3.3. Positioning

Product positioning is a very important step for a corporation as this is the step that consists
of strategies that will help the company reach its product or service in the target audience. If
the product is not present in the market then the whole aspect of marketing turns into a big
question!

3.3.1. Literature review on positioning

41
According to Arnott [13] positioning is concerned with the attempt to modify the tangible
characteristics and the intangible perceptions of a marketable offering in relation to the
competition. Arnott’s definition is conceptual and it also has strategic implications and
capable of being operationalised.

Philip Kotler [95] says that positioning is the act of designing the companies offering and
image to occupy a distinctive place in the minds of the target market.

Another definition given by Al Ries and Jack Trout [139] in their book “Positioning: The
Battle for your Mind”, says, “Positioning is what you do to the mind of the prospect; you
position the product in the prospects mind”.

The fundamentals of positioning are not to create something new or different, but to change
or manipulate what is already in the sense of the consumer by tying associations to what
already exists (Ries & Trout, 1985, p 12). Or as Fill (2002, p. 321) explains it; Positioning is
not about the product but what the buyer thinks about the product or organization.

Positioning are not verifiable scientific hypotheses. There is a great deal of subjective
interpretation and high degree of risk involved in choosing to seek one positioning strategy
over another (Upshaw, 1995).

Positioning is the process whereby information about the organization or the product is
communicated in such a way that the object is perceived by the consumer/stakeholder to be
differentiated from the competition, to occupy a particular space in the market (Fill, 2002, p
321).
According to Kapferer (1997) positioning does not reveal the entire brand is richness of
meaning nor reflect all of its potential.

According to Warren and Mardsen, the concept of positioning might be traced back to
Classical Greece, when Plato described that memories recall other memories, raising multiple
associations. Later on, in the seventeenth and eighteenth century, the three ‘Laws of
Associations’ were developed from this concept, in order to describe the complex structure of
associations formed by basic interpretations. Supported by several studies in psychology of
human memory, the business utility of positioning has been gaining more attention from
practitioners and researchers only in recent decades, when the concept was gradually
associated with brand building processes.
The authors of the book “Positioning: a battle for your Mind41” are an example of this
evolution, given their professional expertise in the field of advertising, and their progressively
increasing fame in the field of marketing.

As suggested by Ogilvy, consumers do not remember products, but their memories of a

celebrity might last forever.

As explained in depth by Porter, the concept of positioning goes beyond the mere
consideration of the target as prospective consumers; on the contrary, “positioning embodies
the firm’s overall approach to competition.”

42
As explained by various authors such as Hooley and Saunders, and Kotler, positioning
constitutes the bridge between a corporation and its target, thus it “becomes the actual
designing of the company’s image.”

3.3.2. Review of articles on positioning

Berkman and Gilson (1987) stated that positioning is a emphasizes on
product features, attributes and or benefits. It is an important marketing decision as it affects
marketing process.
Positioning is the act of designing, establishing the company’s offer and image and
communicating the products’ key distinctive benefits in the market so that it occupies a
distinct and valued place in the minds of the target customers (e.g. Kotler, 1996; Kotler &
Keller, 2009).

Positioning indicates how the business aspires to be perceived by the stakeholders in relation
with the competition and the marketplace (Aaker & McLoughlin, 2007).

Cravens & Piercy (2009) mentioned that positioning is deciding the desired perception/
association of an organization/ brand by customers of the target market segment and
developing the marketing program with a view to meet (or exceed) the needs and
requirements of the customers of that marketplace.
The objective of positioning is to locate the brand/product in the consumers’ minds so that
organization can secure maximize potential benefits (Kotler & Keller, 2009).

43
 Research Methodology
4.1. Research Plan and Design
This study is conducted to understand the importance of a retailer’s perspective regarding a
product. This project encircles the concept of product promotion and positioning. It focuses
how a new product is placed in a market, what strategies and offers are applied to it, what
price is settled for it, what sort of competition a product faces, and what is the retailer’s
perspective regarding the same.
The key points focused in this project are as follows:
 Perspective of a retailor regarding a new product
 Importance of Product Promotion
 Positioning of a new product
 Product should be value for money
 The margin game should not affect the growth of the product
 The competition faced by new products

About Juicy+

Fig. 4.1 Limca Juicy+

Juicy+ was launched in the month of May, 2019.
It was brought under The Coca-Cola Company
under the new concept of upgrading CSD by
adding the flavour of juice in it.
Juicy+ is available in three flavours, i.e. Fanta,
Limca and Sprite. The Limca Juicy+ has come up
with the concept of masala soda. And as usual the
Fanta Juicy+ has the orangish dhamaka. And
Sprite Juicy+ has the magic of lemonade.
For a layman, after hearing the flavours, the basic
question that will arise is what’s the difference
between limca and limca Juicy+? Or what is the
difference between Fanta and Fanta Juicy+? Or
the same for Sprite and Sprite Juicy+?
Basically, Juicy+ has brought the concept of a Fig. 4.2 Sprite Juicy+
wonderful combination of juice and CSD.

44
If you drink it, you will surely know the difference between Limca and Juicy+ Limca. This
drink is actually made for the purpose of all the Juice lovers who can now fall for Juicy+. It
exactly tastes like Juice, so one can surely enjoy the taste of Juice in a form of CSD.
As the Coca-Cola company has more than 3500 products, having a new concept involved can
directly hit the boom.
4.1.1. Sample design
The samples in this study are taken through convenience sampling.
Basically, all those retailors are taken as a sample who have their outlets in the most crowded
places/ markets in Chandigarh and Panchkula.
4.1.2. Sample unit
The sampling unit in this research study is the retailer. The whole study revolves around the
retailer’s perspective regarding Juicy+. All the other aspects be it competition, taste and
preference, sales, promotion are taken in relation to the retailer’s perspective only.
4.1.3. Sample size
The sample size is 40 in total. These 40 samples are the retailers who are located in the
crowded areas of Chandigarh and Panchkula. These areas are:
 Sector 17, Bus stand, Chandigarh
 Sector 43, Bus stand, Chandigarh
 Sector 5, Bus stand, Panchkula
 Sector 7, Panchkula
 Sector 9, Panchkula
 Sector 15 Panchkula
 Sector 8B, Chandigarh
 Sector 9D, Chandigarh
 Sector 10D, Chandigarh
 Sector 11D, Chandigarh
 Sector 15D, Chandigarh
4.2. Objectives of the study

This report is truly and solemnly made to fulfil the following objectives and bring out results
from the research so done for it.
 To study the perspective of retailors regarding Juicy+.
 To study the aspects of margin, competition and sales of Juicy+.
 To study the importance of promotion.

4.3. Geographical scope of the study

This study covers the markets of Chandigarh and Panchkula. In the following markets, the
study was conducted to understand the retailors perspective and how promotion is important
for a new product in the market. The total sample size of the study is 40. Information related

45
to the importance of promotion, retailors perspective over a new product was analysed in
these outlets.

4.4. Description of the sample

In total, there were 78 outlets allot for this study in the cities of Chandigarh and Panchkula
out of which these 40 outlets were the ones that responded honestly for the research study.

All these outlets come in either posh areas or highly populated areas. Basically, these outlets
were circled as the target markets as the company generates maximum sales out of them.
The following is the list of all those outlets that were finalised to study:

Table 4.1 Outlet list

46
4.5. Data Collection
The data is collected through primary as well as secondary data.

Primary data is collected through the means of questionnaire and scheduling method. The
questions so involved in the same are Dichotomous Questions and Likert Questions.
Dichotomous Questions are the ones that have two possible answers: Yes or No/ True or
False.

Likert Scale is a type of question that involves a five-point or seven-point scale. The choices
range from Strongly Agree to Strongly Disagree.

The secondary data collected for this study is covered under the literature review where a lot
of in-sight is given upon the various aspects of promotion and positioning of a product.
Data interpretation and analysis is done through percentage method.

47
 Interpretation and Analysis
5.1. Questionnaire

To study the placement and positioning of Juicy+ in the selected markets of Chandigarh
and Panchkula
I am conducting this survey for the academic purpose & I promise to keep your information
confidential.

Name/Shop No.:

Address:

1. Do you keep Coca Cola products in your outlet?

(a) Yes
(b) No
1.1.If No, then why?
(a) Because the competitors are more preferable
(b) Due to lack of satisfaction by their services
(c) Because your outlet does not keep beverages
(d) Any other.

*The rest of the questions are only for those who have selected “Yes” in the first question.

2. Do you think that the price of Juicy+ as per the SKU is value for money?

Financial / Margin Calculations

Pack 250 ml 600 ml
MRP per piece 25 40
# Bottles per case 24 24
Total MRP per 600 960
case
Shelf Life 2 months 4 months
(a) Yes
(b) No

3. Do you like the concept of Juicy+?

(a) Yes
(b) No
3.1.If yes, then why?
(a) Because it tastes good
(b) It is a good replacement of cold drink
(c) It’s better than what the competitors are serving
(d) Because it’s a new concept
3.2.If no, then why?
(a) Is it due to the price range?

48
 (b) Is it because according to you, juices are not preferred as much as cold drinks are?
(c) Is it because you prefer the competitors more?
(d) Any other

4. In what category does the Juicy+ competitor stand?

(a) CSD
(b) Juice
(c) None

5. What was your first reaction regarding Juicy+?

(a) Very positive
(b) Somewhat positive
(c) Neutral
(d) Somewhat negative
(e) Very negative

6. If juicy+ would be available right now, how likely would you prefer the same for the
purpose of sales?
(a) Extremely likely
(b) Very likely
(c) Somewhat likely
(d) Not so likely
(e) Not at all likely

7. According to your perspective, will the consumer prefer juicy+ over the present
beverages available in the market?
(a) Definitely yes
(b) Somewhat yes
(c) Maybe
(d) Somewhat no
(e) Definitely no

8. After getting valuable knowledge on Juicy+, would you prefer it for the purpose of
sales?
(a) Definitely yes
(b) Somewhat yes
(c) Maybe
(d) Somewhat no
(e) Definitely no

9. Is there any personal review of yours regarding juicy+ that you would like to
highlight?

49
5.2. Data Interpretation and analysis
The following are the data that are brought out by the research held in the selected markets of
Chandigarh and Panchkula:

*Kindly note that the total no. of outlets researched were 40 in number.

1. Do you keep Coca-Cola products in your outlet?

(a) Yes
(b) No

Basis of Difference No. of outlets that keep Coca-Cola products

Yes 37
No 3
Table 5.1 No. of outlets that keep Coca-Cola products

100.00%

90.00%

80.00%

70.00%

60.00%

50.00% The percentage of outlets that

keep Coca-Cola products
40.00%

30.00%

20.00%

10.00%

0.00%
Yes No

Fig. 5.1 The percentage of outlets that keep Coca-Cola products

Interpretation:

 From the above findings it can be found that 92.5% of the outlets keep Coca -Cola
products, whereas the rest 7.5% of the outlets do not.
 The main reason behind the absence of Coca-Cola products in 7.5% of the outlets is
that the outlets do not keep beverages at all.

50
 2. Is the product value for money?
(a) Yes
(b) No

Basis of Difference The product is value for money or not

Yes 31
No 9
Table 5.2 Whether the product is value for money or not

90.00%

80.00%

70.00%

60.00%

50.00%
Graph 2: To determine whether
40.00% Juicy+ is value for money or not

30.00%

20.00%

10.00%

0.00%
Yes No

Fig. 5.2 To determine whether Juicy+ is value for money or not

Interpretation:

 From the above findings, it is found that 77.5% outlets are the ones who think that
juicy+ is a value for money product.
 Whereas on the other hand, 22.5% of the total outlets state a complete denial for the
same.

51
 3. Do you like the concept of Juicy+?
(a) Yes
(b) No

Basis of Difference To determine whether the concept ideology

is liked by the retailors or not
Yes 32
No 8
Table 5.3 To determine whether the concept ideology is liked by the retailors or not

90%

80%

70%

60%

50%
Graph 3:To determine whether
the concept ideology is liked by
40%
the retailors or not
30%

20%

10%

0%
Yes No

Fig. 5.3 To determine whether the concept ideology is liked by the retailors or not

Interpretations:

 From the above findings, it is found that 80% of the total outlets liked the concept of
Juicy+, the reason behind the same is that the concept is quiet catching for the
retailors, according to them, a beverage which tastes like juice and also provides you
the enjoyment of CSD seems great.
 Whereas the rest 20% of the total outlets disliked the concept of Juicy+ because for
them the concept was unacceptable as when you hear the word “juice”, a layman
thinks of it as a healthy drink yet being a mixture of juice and CSD does not fulfil
that, and also for many retailers, juicy+ is not value for money to which they disliked
the concept of it, because the concept of a product includes everything of it not just a
small part of it.

52
 4. In what category does the competitor of Juicy+ stand?
(a) CSD
(b) Juice
(c) None

Competitors To determine the competitor of Juicy+

according to the perception of retailors
CSD 24
Juice 14
None 2
Table 5.4 To determine the competitor of Juicy+

70%

60%

50%

40%
Graph 4: To determine the
30% competitor of Juicy+
according to the perception of
20% Retailors

10%

0%
CSD Juice None
I--------------------------- Competitors --------------------------------I

Fig. 5.4 To determine the competitor of Juicy+

Interpretations:
From the above findings, it can be found that,

 60% of the total retailors think that CSD is the ideal competitor for Juicy+,
 35% of the total retailors think that Juice is the competitor for Juicy+,
 And 5% of the total outlet retailors have a perception that Juicy+ does not stand any
competitor.

53
 5. What was your first reaction regarding Juicy+?
(a) Very positive
(b) Somewhat positive
(c) Neutral
(d) Somewhat negative
(e) Very negative

Basis of Difference To determine the retailors reactions regarding Juicy+

Very positive 6
Somewhat positive 23
Neutral 8
Somewhat negative 2
Very negative 1
Table 5.5 To determine the retailors reactions regarding Juicy+

70%

60%

50%

40%
Graph 5: The percentage of
30% retailors' reactions regarding
Juicy+
20%

10%

0%
Very Somewhat Neutral Somewhat Very
positive positive Negative Negative

Fig. 5.5 To determine the retailors reactions regarding Juicy+

Interpretations:
From the above findings, it can be found that,

 15% of the total outlet retailors have a very positive reaction regarding Juicy+.
 57.5% of the total outlet retailors have somewhat positive reaction regarding
Juicy+.
 20% of the total outlet retailors have a neutral reaction regarding Juicy+.
 5% of the total outlet retailors have somewhat negative reaction regarding Juicy+.
 And 2.5% of the total outlet retailors have very negative reaction regarding
Juicy+.

54
 6. Would you prefer Juicy+ for the purpose of sales?
(a) Definitely yes
(b) Somewhat yes
(c) Maybe
(d) Maybe not
(e) Definitely not

Basis of Difference The no. of retailors preferring Juicy+ for the

purpose of sales
Definitely yes 6
Somewhat yes 7
Maybe 13
Maybe not 12
Definitely not 3
Table 5.6 To determine the preference of Juicy+ for the purpose of sales

35%

30%

25%

20%
Graph 6: To determine the
percentage of retailors'
15% preference regarding the
purpose o sales
10%

5%

0%
Definitely Somewhat Maybe Somewhat Definitely
yes yes no no

Fig. 5.6 To determine the preference of Juicy+ for the purpose of sales

Interpretations:
From the above findings, it can be found that out of the total outlet retailors,

 15% are the ones that definitely prefer Juicy+ for the purpose of sales
 17.5% are the ones that somewhat prefer Juicy+ for the purpose of sales
 32.5% are the ones that might prefer Juicy+ for the purpose of sales
 30% are the ones that somewhat won’t prefer Juicy+ for the purpose of sales
 7.5% are the ones that would definitely not prefer Juicy+ for the purpose of sales.

55
 7. Will customers prefer Juicy+?
(a) Definitely yes
(b) Somewhat yes
(c) Maybe
(d) Somewhat no
(e) Definitely no

Basis of The preference of customers regarding Juicy+

Difference
Definitely yes 1
Somewhat yes 17
Maybe 17
Somewhat no 4
Definitely no 1
Table 5.7 The preference of customers regarding Juicy+

45.00%

40.00%

35.00%

30.00%

25.00%
Graph 7: The pecentage of
20.00% preferences' of customers
regarding Juicy+
15.00%

10.00%

5.00%

0.00%
Definitely Somewhat Maybe Somewhat Definitely
yes yes no no

Fig. 5.7 The percentage of preferences of customers regarding Juicy+

Interpretations:
From the above findings it can be found that, according to the retailer’s perspective,

 2.5% are the ones who thinks that the customers will definitely prefer Juicy+
 42.5% are the ones who think that the customers would somewhat or maybe prefer
Juicy+ over the present beverages available in the market
 10% are the ones who thinks that the customers somewhat won’t prefer Juicy+
 And 2.5% are the ones who think that the customers would definitely not prefer
Juicy+.

56
 Discussion and Conclusion
6.1. Observation

During the research of this study, there were many things that were keenly observed. There
were both positive as well as negative aspects.

The positive outlook:

There were many retailers who were of the point that no matter what the product is, it will
always have the advantage of The Coca-Cola Company.

Some of the reviews were as follows:

 It’s Coca-Cola!
 The company’s name is enough!
 There is no need of advertising, as the company is The Coca-Cola Company.
 Coca-Cola company is one of the most promising companies in world-wide, each and
every product of it, will definitely run smoothly in the market.
 Coca Cola name runs in veins.

Not just that as most the markets belonged to the high-traffic zone, so many were of the view
that you can sell any kind of a product at such place.

Some of the reviews on the same were as follows:

 You can even sell a stone at a bus stand!

 Coca Cola is everywhere, why do you even ask such questions?!

Coming to the aspect of negative points, there were many cases where the product’s
recognition was zero. Also, many were of the aspect that the company should not launch new
products if they cannot work on the existing ones.

Here are few examples on the same:

(B.K Super Market, Sector 9D, Chandigarh)

The retailor of the outlet complained that there are many problems regarding the sales person.
He was stressed due to the immaturity of work found in the salesperson. He clarified by
telling that few days back he was in need or Coke Zero, so to order the same when he
communicated to the salesperson, the salesperson gave a very irrelevant response and denied
to take his order by saying, “Yahi hai jo hai, lena hai toh lo, nahi toh chalet bano!”
So, he was of the view point that, Coca-Cola should not bring more products, they should
focus on the existing products, it they can’t fulfil the existing orders then what’s the use of
launching more products!
Another example is from sector 8B, Chandigarh Market: The retailor was of the following
view: “Bikna chahiye, lekin bika nahi!”

57
So, from such observations, we can state that brand
recognition was at its least.
The company did give an advertisement on the social
media i.e. on Sara Ali Khan’s Instagram.
And there was one bill board found near Phase 2, Mohali
(Petrol pump).
But there was lack of advertisement. A company like
Coca-Cola could have done better. There were television
advertisements found. It was after 3 to 4 months when
finally, an advertisement on Limca Masala Soda came up
but as the season was about to end, product recognition
didn’t increase at all.
Also, even though the prices have been changed now yet Fig. 6.1 Sara Ali Khan IG post
at the time of its launch the following product with a range of
250ml costed 25inr which was a flop deal because it’s an obvious that a consumer would
choose Pepsi or Coca-Cola of 250ml which cost 20inr over it.
Last but not the least, this was the biggest negative point that was observed during this study:
The employees of The Coca-Cola Company and KBL Pvt. Ltd. didn’t even knew the
product’s launch date. Even after asking a lot, the only response that was found was that it
was near May.
Also, whenever it was my duty to inform about the updates in the market, and whenever I
pin-pointed the flaws that a retailor has in mind, the team members first question to me used
to be for have I submitted the report on the same to the upper management or not? And then
they use to sigh in relief when my response used to be “No”.
Most of the retailers complained about the sales person. It is the duty of the management to
keep a check for whether the business is running smoothly or not. There are thousands of
positions in a company, each and every position is marked with some duties. But during this
study this was observed that every company has a part filled with loose human resource.
A company is just an artificial person, so if something is going wrong maybe it’s time to lift
up the veil!
 Observation related to the importance of a retailer’s perspective
According to the study on the promotion and positioning of Juicy+ (a product by The
Coca-Cola Company):
It’s the retailor who stands with a huge weightage. A retailor or in simple words, a
seller is the one who should have the right of information regarding the product, not
just that, a seller should have the right information because it is the seller who
communicates with the customer and not the company. So basically, it’s the retailor
who is the middleperson between a company and its consumer.
A retailer’s perspective is important because if a retailor is not happy about a
particular product then the following person will not put any sort of efforts to sell the

58
 same and in the very next billing time, he or she will cancel the order for more. It is
the seller who can sell a product to a customer and it’s the seller who can badmouth
about a particular product to a customer. So, a retailer’s perspective must count in the
case of sales.
 Observation related to promotion
According to the experience that I have generated from The Coca-Cola Company in
accordance to the product- Juicy+:
Even if a product is being launched from a company which has a major following, i.e.
wide no. of consumers, still promotion should be considered as the key aspect. What I
observed during this project was that even though Coca-Cola is a huge brand yet at
some level Juicy+ required promotion. And as per the key features of the product that
it tastes like juice but is a cold drink could sell easily in the market yet, it was found
that many retailers even of high populated markets of Chandigarh and Panchkula were
unaware of the product. So, the promotion was an aspect that needed to be looked
upon. There were so many ways to promote the product, there were hoardings, small
billboards in the station, an advertisement could have been done easily yet that’s not
what was the real story. So, be it any stage of a product cycle, promotion is what
brings magic to the brand because promotion is something that provides a message
behind the product which persuades a customer to buy the same. Promotion is the
heartbeat of marketing and it should not be ignored at any cost.
 Observation related to positioning
According to the research done on this study:
Positioning of a product is very important as it is the push or a strategy that puts up a
product in the market. If a product is not present in the market then promotion,
placement is of no use. Positioning is a very important aspect. It can be defined as
reaching of a product in the target market. Only after the product has reached, the
usage of promotion and persuasion of target customers is done.

6.2. Summary of Findings

The summary of the findings can be described in two sentences:

 Poor recognition of the product.

 Lack of efforts from the management.

6.3. Suggestions

The following are the suggestions as per the research done on Juicy+:

 There was lack of promotion for the following product, so usage of promotional tools
would be the right thing but only at the right time.
 The management should keep a check for whether the managers are doing there work
as per the work allotted or not.
 There were many small bill boards present in the bus stand, it could be the perfect
opportunity to advertise Juicy+ on them.
 Television advertisement came way too late.

59
  The company should also focus on the existing products and should not let a new
product effect the distribution of the existing products.

6.4. Conclusion

This project report is truly focused on the retailer’s perspective on Juicy+ in the selected
markets of Chandigarh & Panchkula and clears all the objectives that it holds.

With three flavours and two ranges of Juicy+, it has been observed that the product could
have performed marvellously yet it failed to do the same. Lack of promotion is one of the
major reasons why the product’s sale and recognition is still down. For a corporation like
Coca-Cola, risks should not be taken. Digital marketing is becoming the new era; the
corporation should use the important features of it for the purpose of promotion.

As per the overall report, it can be concluded that the project was based on the customer
feedback, as we are aware that there are three types of customers- the wholesalers, the
retailers, and the end users. This study was truly based with a mindset of retailers. Knowing
the perspective of retailers can change the deal. As the retailers are the ones that face the
consumers, so they pretty much understand the ideology of how and what they are expecting.

After interpreting data with the help of percentage method, it can be found that, though
Juicy+ has a high price range with comparison to the quantity provided, yet it does not
interfere in the sales of the same. The research held for Juicy+ has mostly covered high
margin outlets.

The product is liked by many due to its new concept as Juice lovers can finally try something
innovative in beverages. And as per the retailer’s perspective, it is observed that many are not
even aware of the fact that Juicy+ is a product of The Coca-Cola Company.

During the research it was also observed that the retailers were willing to have a sample so
that they could immediately place an order.

In the end I would like to conclude that the journey of doing this research project turned out
to be informative. Not everything can be gained through theoretical knowledge, one has to
undergo the practical World.

60
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