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Marketing Research and Methodologies A project report on the sales of coke
Submitted by, Sutapa Tuladhar- 1117 Nisheta Chugani-1032 Abhinav Mannepalli-1065 Harsh Bhutra-1205
We hereby declare that this project report has been made by us during the academic session 2011-2012. We also hereby declare that this project is based on original report and study concluded by us.
their ways of customer awareness and much more. promotional strategies. After conducting this research and formulating the report.ACKNOWLEDGEMENT We would like to thank our Marketing research teacher Richa ma’am for giving us this opportunity to conduct a research on Coca Cola company and find out about its sales. . we have come across the various business strategies applied by big companies like Coca Cola use due to which their product has gained recognition and success.
INDEX Topic Page Number Introduction Objectives of the study Exploratory objectives Descriptive objectives Research boundaries Sampling Methodology adopted Exploratory Descriptive Limitations of the study Analysis and presentation of result Finds and suggestion Appendix Bibliography .
retailer and marketer of non-alcoholic beverage concentrates and syrups. Coca-cola Company has been serving its customers for more than a decade. Customers are satisfied because they have the product at their door steps and they are loyal to the brand. As the market of carbonated beverage is saturated so the sales of the beverages is not increasing.7 billion servings each day. The Coca-Cola Company is an American multinational beverage corporation and manufacturer. invented in 1886 by pharmacist John Stith Pemberton in Columbus. and new schemes in different seasons.Introduction This assignment is done to find out how effective the coke’s promotion campaigns through different retail outlets and to ascertain the impact of promotions on sales of coke. better and attractive packages. Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The CocaCola Company in 1892. easily available. Georgia. The company has high scope as it is world’s leading brand. Besides its namesake Coca-Cola beverage. They know their costumer wants and needs that include better taste. It is on the sustainable stage. . no side effects. The company is best known for its flagship product Coca-Cola.
. 5. 4. various To identify the promotions offered in the last two years and compare with the present offers for checking its repetitions if any. To find out if the sales of coke has increased due to the promotions offered. To map out the real intention of customer behind the consumption of coke. Descriptive research method: 3. To ascertain the degree of customer awareness and utilization of offers among the in store customers.Objectives of the study Research Purpose This assignment is done to find out. Research objectives Explanatory research method: 1. 2. To find out the effectiveness of promotional strategies and the sales promotion used by the manufacturer ascertaining its effect on the sales of the product. to study and examine the effectiveness of the coke’s promotion campaigns through different retail outlets and to ascertain the impact of promotions on sales of coke.
Budget: 3. Time frame: 9hrs (3hrs x 3) 2. Place of survey: Spencers.collected via questionnaire technique Secondary data.Research Boundaries 1. Target market: India Pune Viman-nagar 4. Pulse mall Data sources: Primary data.collected via the internet Research Instruments: Questionnaires: Dichotomous Multiple choice Rating scale Semantic differential Sampling for exploratory and descriptive research Sampling unit: General consumers Sampling size: 40 Sampling procedure: Random/ convenience sampling .
C) : focus group Observation method b. Explanatory: a.Methodology Adopted: The research has been divided into 2 parts: 1. Secondary data collection(s. .D. In addition. and thus the sampling size and variety was not accurate enough. there were more of females than males. where the number of customers were limited. Descriptive: Person-administered survey: Questionnaire method Limitations of the study To conduct the research. Primary data collection(P.d. In addition. The middle aged were very few since they would be out to work.c): internet interviews 2. we went to Spencers in the morning. the category of customers were more of the old age people and college going students.
Which age group do you belong to? Below 15 16-25 26-45 46-65 65+ 3 14 1 19 3 Age group. 16-25. 9. 14.Analysis and presentation of the result 1. Below 15. Are you aware of coca-cola products promotion? Yes No 31 9 Awareness of Chart Title coca-cola product promotion. 3. 26-45. 46-65. 19. 1. 7% Below 15 Age group. 35% Age group. 31. 77% 2. Yes. 2% . No. 23% Yes No Awareness of coca-cola product promotion. 3. 48% 16-25 26-45 46-65 65+ Age group. 65+. 8% Chart Title Age group.
Column1. 7 Column1. 5-10 times. 4 Column1. 11. 10% less than 5 times 5-10 times 10 times and above Consumption level of coke in a week. How much do you enjoy drinking coke? Rate on a scale of 10.Column1.3. 28% Chart Title Consumption level of coke in a week. 7. 4. 25. 3 8. 10. 3. 62% 4. 1 . 3 Column1. 6. 5 Column1. less than 5 times. 9. 17 Column1. How many times a week do you drink coke? Less than 5 times 5-10 times 10 times and above 4 25 11 Consumption level of coke in a week. 10 times and above. 4.
5% Chart Title Promotional strategies. Trade discount. Buy one get one free.5. 2% Note: For any other. Any other. it was said: Buy one get a chocolate free Buy 4. 2. cash other Any discount. 24. 34% cash discount Trade discount Buy one get one free Promotional strategies. 59% Promotional strategies. Which promotional strategy do you prefer the most? Cash discount Trade discount Buy one get one free Any other 24 1 14 2 Promotional strategies. 14. get 5 free . 1.
2. rate 1-4 which of them is of greater priority to you? Taste . 0% Advertising. 2. 3. 1. 4. For the following factors. 3. 1. 13% g. Labelling. 7% 1 2 3 4 Advertisin g. 80% Labelling. 1. 2. 0. 1. 2. 1. 4. 39. 3. 83% 2 3 4 Advertising. Chart Title0. 10% Taste . Chart Title Advertisin 4. Labelling. 2% 0% 0% 1 2 3 4 Labelling. 5. 98% . 0.6. 5% Taste . 3. 34. 4. 32. 2% Chart Title 1 Taste .
Any of the above. 37. can. 0. 17% can Packaging of bottle glass coke. glass plastic bottle. 30% bottle Any of the above Packaging of coke. 7. 95% 4 7. 5. 1. 13% . What kind of packaging of coke do you prefer? Can Glass bottle Plastic bottle Any of the above 7 12 5 16 Chart Title Packaging of coke. 2. 2. 4.Promotional Chart Title Promotional strategies. 16. 40% Packaging of coke. 3. 5% 0% 1 2 3 Promotional strategies. plastic bottle. strategies. 12.
6. For its taste. 65% . As an ingredient. Very appealing. 7. appealing. Not appealing. Out of the following. 26. 7% 9. How appealing are the current coco cola advertisements and promotional offers to you as a customer? Very appealing Appealing Not appealing Not appealing at all Neither of the above 6 24 3 3 4 Column1. which is your main motive of consuming coke? To satisfy your thirst As an ingredient For its taste Any other 26 5 7 2 Motive of consumption of coke. 15% Very appealing appealing Not appealing Not appealing at all Neither of the above Column1. 12% Chart Title Motive of consumptio n of coke. 60% Column1.8. 5% As an ingredient For its taste Motive of consumption of Any other coke. 3. 18% Motive of consumption of coke. Any other. 8% Column1. To satisfy your thirst. 24. Neither of the above. To satisfy your thirst 2. 10% Column1. 5. Not appealing at all. 3. 4.
Red bull-9 11. Are there any improvements you may wish to see in the quality of the product or in its packaging or price? Many of the customers left this question blank. After coke. Pepsi-18 c. Water-13 b.Note: the any other option came as: For fun Because there is no other better option 10. and the others said no improvements are needed. . which other alternative drink would you prefer? Why? a.
the advertisements and promotional offers used are appealing at a majority. and 16 out of 40 customers don’t mind any of the above. followed by the buy one get one free offer (14 out of 40 people). and lastly the main motive of most customers is to satisfy their thirst followed by consuming it for its taste. therefore families prefer the plastic bottles. However. This is because the glass bottle is relatively cheaper and more economical. the taste of the product is of greater priority to them. however. followed by the labeling and then the advertising. the customers rate coke 7 out of 10 for how much they enjoy drinking coke. and 11 out of 40 people drink coke 10 times and above). and the youngsters prefer the cans. It was found out that the most preferred promotional strategy was the cash discount one (24 out of 40 people). and the plastic bottles are more hygienic. The customers prefer drinking from the glass bottle(12 out of 40). the cans are more portable. On a majority. it was seen that before the promotional offers. . For the customers. In addition. followed by the can (7 out of 40 people). the consumption level of coke is quite high (25 out of 40 people drink coke 5-10 times a week.Finds and solutions The sales of coke has increased for sure due to the various promotional strategies offered because it was found out that the customers are aware of the promotions offered (31 out of 40 people).
com www.com/coca-cola.hoovers.ord/wiki/coca-cola.Bibliography www.com .wikipedia.coca-cola.com www.
How many times a week do you drink coke? a. no 2. 16-25 c. yes b. 5-10 times c. 26-45 d.65+ 3. Cash discount b. Any other____________________ . How much do you enjoy drinking coke? Rate on a scale of 10. Below 15 b. Are you aware of coca cola products promotion? a. 46-65 e. Buy one get one free d. Which age group do you belong to? a.Appendix Questionnaire: 1. Trade discount c. 10 times and above 4. Less than 5times b. 1__ 2__ 3__ 4__ 5__ 6__ 7__ 8__ 9 __ 10 5. Which promotional strategy do you prefer the most? a.
For the following factors. Promotional strategies _____ 7. Not appealing at all e. rate 1-4 which one of them is of greater priority to you? a. Neither of the above .6. Can b. Plastic bottle d. Any of the above 8. Appealing c. Labeling _____ d. How appealing are the current coca cola advertisements and promotional offers to you as a customer? a. Taste _____ b. Glass bottle c. Not appealing d. What kind of packaging of coke do you prefer? a. Very appealing b. Advertising _____ c.
which other alternative drink would you prefer? Why? _____________________________________________________________________ _____________________________________________________________________ _________________________ 11. Any other_________________ !0. To satisfy your thirst b. Out of the following.9. After coke. For its taste d. Are there any improvements you may wish to see in the quality of the product or in its packaging or price?_____________________ _____________________________________________________________________ ___________ . which is your main motive of consuming coke? a. As an ingredient c.