Hi Friends This is supa bouy I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com. I will try to assist the best way I can. Cheers to lyf…!!! Supa Bouy

1. A
PROJECT REPORT
ON
“SALES PROMOTION ACTIVITIES IN PATNA URBAN
MARKET”
FOR
COCA- COLA
BY
SACHIN KUMAR
UNDER THE GUIDANCE OF
PROF. MAHESH GADEKAR
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION (MBA)
THROUGH
VISHWARKAMA INSTITUTE OF MANAGEMENT
PUNE-48
1

2. COLLEGE CERTIFICATE
To Whomsoever It May Concern
This is to certify that Mr. Sachin Kumar is a bonafide student of our institute.
He has successfully carried out his summer project titled “Sales Promotional
Activities of Coca-Cola in Patna Urban Market” at Hindustan Coca-Cola
Beverage Pvt. Ltd.
This is original study of Mr. Sachin Kumar and important sources of data used
by him have been acknowledged in his report.
The report is submitted in partial fulfillment of two years full time course of
Masters in Business Administration (2006-2008) as per the rule.
Prof. Mahesh Gadekar Dr. Sharad Joshi
(Project Guide) (Director)
2

3. ACKNOWLEDGEMENT
I am deeply grateful to Mr. P.K. Lal (Area Sales Manager) of Hindustan
Coca-Cola Beverages Pvt. Ltd. for his active guidance and valuable support during
the entire course of this research study. He always made himself available for
discussion and guidance despite of his several preoccupations.
My sincere thanks go to Prof. Mahesh Gadekar, my college project guide for
his invaluable encouragement, matured guidance and constructive criticism. He
inspiringly devoted his valuable time in the conduct and orderly completion of this
project, despite of the fact that he was fully occupied in his profession. He has
supervised my project through various stages and has made valuable practical
suggestions without which I could not have been able to complete my project.
I must also extend my heartiest felicitation to Prof. Sunil Doke who was always
there to guide me through out my project. Without his cooperation this project would
have gained no momentum.
My duty in this regard will be incomplete if I fail to emphasize the unmatchable
role played by my classmate Pawan Nigam , who was enticed by this distinctive
research work and whose advises added more zeal towards my struggle to complete
this project.
And finally, my profoundest respect and thanks goes to our Director, Dr.
Sharad Joshi for his continuous encouragement and distinctive advice backed by his
ocean of knowledge and experience.
3

4. TITLE INDEX
Chapter No. TOPIC PAGE No.
Chapter 1 EXICUTIVE SUMMARY 1
Chapter 2 OBJECTIVES OF THE PROJECT 4
Chapter 3 COMPANY PROFILE 6
 History of Soft Drinks in India 7
 Importance of the Soft Drinks 9
 History of Coca-Cola 10
 History of Coca-Cola in India 13
 Main Products of Coca-Cola 15
Chapter 4 THEROTICAL BECKGROUND 17
 Sales Promotion- A Theoretical Concept 18
 Purpose of Sales Promotion 20
 Tools and Techniques of Sales Promotion 23
 Promotional Measures in Coca-Cola 28
 Promotional Schemes 29
 A Practical Aspect of Sales Promotion Activity 31
 Study on Competitors 32
Chapter 5 RESEARCH METHODOLOGY 34
Chapter 6 DATA ANALYSIS 38
Chapter 7 FINDINGS & LIMITATIONS 47
Chapter 8 CONCLUSION 50
Chapter 9 RECOMMENDATIONS 52
Chapter 10 BIBLIOGRAPHY 53
Chapter 11 ANNEXURE 54
4

5. INDEX OF TABLES/GRAPHS
Sr. No. TABLE/GRAPH PAGE No.
1. Graph Showing Market Share of Different Soft Drink
Companies.
40
2. Graph showing comparison of various Brands According to
their Flavour.
41
3. Graph showing ratio of male and female users of different
brands.
42
4. Graph showing popularity of different Brands of Coca-Cola 43
5. Graph Showing Consumption With Respect to Income 44
6. Graph showing Frequency of Consumption 45
7. Graph showing Effective Media For Promotion 46
5

6. Chapter-1
Executive Summary
6

7. EXECUTIVE SUMMARY
Marketing is an interactive subject. You can read it in closed walls of classroom
but if you want to have thorough understanding of the subject, the variables associated
with it and how they behave and how they can be manipulated, you have to go to the
field of real world situations where you work on a prescribed problem and come out
with solution.
I got an opportunity to work with Coca-Cola India that is the most dominant
player in soft drink market. This is the second innings of Coke in Indian market and
this time it is much bigger, better managed and more indianised in its operations.
A company having brands like Thumps Up, Coca-Cola, Sprite, Limca, Fanta
and most recently Minute Pulp Orange, it is very well positioned. Coca-Cola is the
global leader in soft drinks in comparison to its arch rival Pepsi. It’s a company that
has grown from the size of $4 billion to $150 billion and which has a presence in all
continents. The phenomenal growth and success of this organisation is nothing but an
excellent example of “power of marketing” in present circumstances.
 PROJECT TITLE:
“SALES PROMOTION ACTIVITIES OF COCA-COLA IN PATNA URBAN
MARKET”
 REASON FOR CHOOSING THIS COMPANY AND PROJECT:
The reason behind choosing this company was very simple. As I want to make
my career in FMCG companies, so I decided to work with a company of high
reputation which would enhance my capabilities of selling as well as help me to
improve my skill. There would have no other company other than Coca-Cola to fulfil
this dream as this holds a significant position in soft drink sector.
7

8. Coca-cola is the leading or we can say that the market leader among all the soft
drink companies in India and across the world with a wide range of products.
 LOCATION:
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.
E-1, Industrial Area, Patliputra
Patna.
 DURATION OF THE PROJECT:
The duration of the project was from 22nd May, 2007 to 14th July, 2007.
 HOW DID I CARRY OUT THIS PROJECT?
To carry out this project, I chose Patna town area as a sample. For the collection
of information I met distributors, retailers and customers. For this I prepared a
questionnaire and conducted several personal interviews which helped me in
collecting data for my project.
 RESULTS:
Thumps-Up rules the roost in the market which is bigger than all other brands
taken together but the company wants to get an idea about its consumers, their taste,
consumption pattern, choice and awareness about promotional schemes. All these are
incorporated in my survey which paints a lucid picture of the Coke and its brand.
All though it was a hard nut to crack for me to collect a lot of consumer’s views
during this short span of a month and a fortnight, I tried to cover maximum number of
distributors, retailers to know consumer’s preference, taste and dissatisfaction.
8

9. Chapter-2
Objectives of the
Project
9

10. OBJECTIVES OF THE PROJECT
The project was undertaken with a prime objective to understand the practical
aspects of sales promotion carried out for Coca-Cola. This project has primary and
some secondary objectives which are mentioned below:
PRIMARY OBJECTIVES:
• To study the sales promotional activities of Hindustan Coca-Cola Beverages
Pvt. Ltd.
• To enhance the sales value by adopting various promotional steps like product
information, price variation, price competition etc.
• To assess the strength of consumer’s satisfaction about the brands, pricing,
distributions etc, awareness about the Coca-Cola products.
• And, finally to know the present market share of the company.
SECONDARY OBJECTIVES:
• To find out drivers for the purchase of Coke products.
• To find major competitors.
• To find most effective medium of publicity.
10

11. Chapter-3
Company Profile
11

12. HISTORY OF SOFT DRINKS IN INDIA
Soft drink is a product which is non-alcoholic in nature. It is artificially
flavoured and contains no fruit juice or pulp. It was started with the idea of quenching
thirst of the persons during travelling. It was also that reliably good water was not
available every where in the past. Rich people used to quench their thirst by taking
water during long journey and probably it was termed as “soft drink” then. No longer,
it was only a sweet friend during journey equally popular among highway travellers,
motorist, railway passengers and air travellers. It has become a regular companion in
our domestic life too.
Gold Spot is supposed to be the first branded soft drink, established 48 years
ago, before the empowering Coke Incorporation with terrifying brand Coca-Cola
entered the market to dominate the scene. Coca-Cola faced no competition to get its
ready clientele and glamour with the help of its already built euphoric image in the
Western world. Parle Exports Pvt. Ltd. can be regarded as the first Indian company
introducing Limca, a lemon drink, complimentary to their well settled Gold Spot in
1970 which did not meet with moderate success. However, before this they had also
introduced “COLA-PEPINO” which was withdrawn in the face of tough competition
from Coca-Cola.
Full credit of making soft drinks popular in India of course goes to Coke
Incorporation, the American giant producer of Coca-Cola, the brand name that
operated in Indian market. This brand was accepted by all, belonging to different age
groups. In 1977, Coca-Cola left India following a contentious public dispute over
share holding structures and import permits. Utilizing this opportunity after the
departure of Coke, soft drink market in India grew four –fold. The indigenous soft
drinks producing companies like Parle Exports, Pure Drinks, Dukes etc. replaced
Coca-Cola successfully using the full advantage left by it. They have well captured
the market along with its taste and habits.
12

13. Parle people introduced their Cola Thumps Up saying “Happy Days Are Here
Again”. Pure Drinks of Delhi also, without loosing much time, introduced Campa
Orange and Campa Lemon. Modern Bakeries introduced to the market the products
like Thrill, Rush, And Sprint. Thus, there arose a keen and cut throat competition in
the Indian soft drink market which was absent earlier. Now after a long gap, In 1988,
Mr. Rajeev Gandhi’s Govt. granted permission to Multinational Company Pepsi and
after 16 yrs in 1993 the Coca-Cola was launched in Agra with its slogan of “Old
waves have come to India again” joining their hands with Parle Exports (P) Ltd. To
do business on the Indian soil, they are trying their best to regain prestige which it had
earlier.
The arch rival of Coca-Cola is Pepsi, an American concern. It started its
business on the Indian soil just a few years ago. Today, it has occupied 35% to 40%
share of soft drink market in India.
Now, in India There are several companies which are producing soft drinks.
They are as follows:
COMPANY PRODUCTS
1. Coca-Cola Company Coca-Cola, Fanta, Thumps-Up,
Limca, Maaza, Sprite, Kinely,
Minute Made Pulp Orange.
2. Pepsi Food India Ltd. Pepsi, Mirinda, 7 Up, Teem,
Slice, Aquafina.
3. Mc. Dowells Thrill, Rush, Sprint
4. Others Frooti, Jumpin, Urja
Soft drinks are no more any stranger or even luxurious item which only a few
can afford. It has become a part and fashion of consumers in India.
13

14. IMPORTANCE OF THE SOFT DRINKS
Coke Incorporation, the successful and biggest manufacturer of soft drinks had
multifold underlying thoughts while initiating this product which are as follows:
1. Availability of pure, disinfected and tasty water at remote places.
2. The carbonated water helps in digestion and can be prescribed by the doctors.
3. It found a lot of acceptance at public conferences, weekend parties, casual
gathering among the non drinkers of hard drinks such as wine or beer.
Following the tremendous success of Coke Incorporation, soft drinks industries
are found to be lucrative investment for industrialists, resulting in establishment of
various soft drink industries all over the world and consequently making the
competition considerable keen.
In contrast to American society where, coke products were accepted since their
birth due to the social habits and individual frame of mind, capturing the Indian
market was totally a different story. In India soft drinks were started with the idea of
quenching the thirst of the people during extensive heat of summer. It was also
realised by its makers that reliably good water is not prevalent everywhere during the
need. Naturally, soft drink producers made these drinks available mostly in those
places where drinking water was not easily available i.e. long distance trains highway.
But slowly and steadily with their palatable taste, soft drinks became very
popular. Now-a-days, soft drinks are not only available in the markets or street
corners but people have started keeping in their houses too.
14

15. HISTORY OF COCA-COLA
“Jo Chaho Ho Jaye, Coca Cola Enjoy”. The world has been enjoying for all 115
years now, but ever wonders about how it all started? Coke began as humble products
concentrate by pharmacist John Styth Pemberton on May 8, 1886 in Atlanta Georgia.
It was nothing move pretentious than a caramel coloured syrup, brewed in a three-
begged brass kettle in his backyard. Pemberton first distributed the product in a jug
down the street to Jacob pharmacy, at that time the largest drug store in Atlanta. That
very day, the new product made its debut as a soda fountain drink for five cents a
glass. When carbonated mixed with the syrup, the result was stupendously refreshing.
Pemberton and his book-keeper partner Frank M. Robinson knew they had a winner
on their hand.
But the question what to name their product vexed the duo for a while. In the
end, it was the sheer pleasure of calligraphy the letter C, more than anything else that
made the two settle for “coca cola” Robinson duly designed the now famous
trademark in a unique script, and they sat back and waited for the mullah to pour in.
He began advertising by hanging a simple oilcloth sign on the pharmacy awning
encouraged passer-by to drink Coca Cola, and on May29, 1886, the first advertising
appeared in the newspaper, “The Atlanta Journal”, pronounced Coca Cola “Delicious
and Refreshing”. Now days this theme has got more berth.
But the creator of the beverage and the brand never fully realized its potential; in
need of funds, he sold portions of his interest in the venture, sales during 1886
averaged a modest nine drinks a day. Following his death in 1888, Asa G. Candler, a
druggist and a businessman, purchased all of Pemberton’s remaining rights to the
products. By 1890, Coca Cola with U. S. patent office on January 31, 1893 and has
been renewed periodically.
In 1894, the company opened its first syrup manufacturing plant out side Atlanta
in Dallas, Texas. The following year plants opened in Chicago and Los Angles. Three
15

16. years after the company’s incorporation, candler announced in the annual report
“Coca Cola is now drunk in every state and territory in the U. S.” In 1894, merchant
Joseph a. Biedeharn of Vicksburg, Mississippi, became the first bottler of Coca Cola,
when he installed bottling machinery in his candy store. In 1899, large scale bottling
began when Benjamin F. Thomas and Joseph B. Whitehead of Chattanooga,
Tennessee, secured from Candler, for $ 1, exclusive rights to bottle and self Coca cola
nearly everywhere in the U. S.
Candler aggressively promoted the beverage and the sale increased manifold
under his tutelage and when the company once again changed hands in 1919-to
Atlanta banker Earnest Woodruff and an investor group, it was worth $25 million.
Four years hence woodruffs 33 year old, Robert W. Woodruff, was elected
president of the company, a position he retained for over six decades during, which he
took the business to unrivalled height of commercial success, and made Coke an
institution the world over. Incidentally the word Coke was first coined as late as 1941,
a full 55 years after Pemberton made his backyard brew.
In 1960 the Coca Cola Company purchased Minute Maid Corporation, adding
frozen citrus juice concentrates and aides along with the trademark Minute Maid and
Hic, into company’s beverage line.
In 1967, “Duncan foods” a coffee producer was acquired by the company and
Coca Cola company’s food division was formed which was known as the Minute
Maid company. From 1977 to 1983, it produced wine and marketed wine in the
United States. In 1982 it entered the entertainment business with the acquisition of
Columbia pictures. In 1989, formed a new subsidiary, Coca Cola Refreshment
system.
In 1991 the company joined hands with Nestle South Africa to manufacture
market and distribute tea and coffee beverage under the trademark Nestea and
Nescafe respectively. This joint venture was established on w worldwide basis with
the exception of Japan.
16

17. The company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. It has system of dedicated
people working long and hard to sell Coca Cola diet Coke, Sprite, Fanta and other
products. It is an Australian father and son term who drives 7000 kms each week via
“Down under” wilderness. It is a 73 year old Filipino who sells cold Coca Cola in his
town’s market refusing to leave until he has sold at least 50 cases.
This unique worldwide system has made the company the world’s premier soft
drink enterprise. The company sells nearly half of all soft drinks consumed round the
world. It has a wonderful history to build an exciting future which will continue to
grow.
From Boston to Beijing, from Detroit to Delhi, from Portland to Pune and from
Montreal to Moscow, Coca Cola more than other product has brought pleasure to
thirsty consumers around the globe. For more than a century, Coca Cola has created a
special moment of pleasure for hundreds of millions of people everyday.
17

18. HISTORY OF COCA-COLA IN INDIA
It was in 1950 that the product was originally launched in India. However, in
1977 the company was directed to fold up operation by the Janta Party Government’s
Minister, George Fernandes. However, Coke continued to maintain a sort of “nothing
official about it “present in the upper class locals. The company formally returned to
India in 1993 after 16 years absence, on October 26th
, 1993 with its launch in Agra.
An argument in March 1993, with the Parle group gave the company instant
ownership of the nations. Top soft drink brands with access to Parle’s 53 plant
bottling network and base for the rapid introduction of the company’s international
brands. This network remains India’s largest bottling and distribution infrastructure
reaching out in India consumers via v universe of 3, 00,000 retail outlets spread across
the country.
As the leading producer and marketer of soft drink in India, the company leads
the flavoured, carbonated soft drink market. The Coca Cola Company’s products in
India include Coca Cola, Fanta, Thums Up, Limca, Citra, Gold spot, Mazza and
Sprite.
With a work force of over 15,000 complemented by a vast network of
indigenous suppliers, the company not only contributes to the development of the soft
drink industry but to the development of related industries and the economy as a
whole.
Over the last 5 years, Coca Cola India has led the Indian soft drink industries via
a series of innovative industry initiatives. These include gradation of technical
infrastructure and talent enhancement of quality standards, improvements in
distribution systems and stimulation if local entrepreneurs in the marketplace to the
benefit to the consumers.
18

19. The company has pioneered the introduction of image enhanced graphics and
trade market stacks, full depth plastic crates and palletized loading for efficient
distribution. Other innovations include:-
 Date coding on returnable glass bottles.
 Single and multi serving cans, and glass package.
 Child safe plastic closures.
 Backpack dispensers and cane vending machines.
 Leading edge merchandising equipments, including ice box, cooler for
small retail outlets, and
 Training for retailers in merchandising techniques.
19

20. MAIN PRODUCTS OF COCA-COLA:
COCA COLA
Coca Cola is the world’s favourite soft drink as it rules the heat of millions
across the world. “Things go better with Coke”, “Real Refresher”, “Jo chaho Ho
Jaye”, “Coca Cola Enjoy” and “Thanda Matlab Coca Cola” are memorable and funky
slogans attached with it. Coca Cola also enjoys the status of being the first soft drink
in the world. The recent advertisement featuring Aamir Khan with slogan “Thanda
Matlab Coca Cola” which reflects friendly image is the most wanted advertisement
among the consumer due to the heart throb actor.
FANTA
The company also prefaced new soft drinks to satiate a widening spectrum of
tastes. Born in 1960 in Germany, the Fanta family of flavoured soft drink has because
the third best selling brand in the world. It contains orange flavour and recently
launched Green Apple and watermelon flavours. The latest slogan of Fanta is “Bajao
Masti Ki Ghanti”.
SPRITE
Clear, crisp and refreshing that what, sprite was launched recently in India. It
has a straight forward, honest and direct proposition that appeals to teens and young
adults worldwide. It respects their intelligence and ability to choose for themselves
and does not talk down to them sprite was preferred in 1961, it is one of the top
selling and fastest growing carbonated soft drink in the world. The brand has shown
double digit growth globally for the last four year. It crossed the one billion unit case
make worldwide in 1994, a significant achievement in terms of the size of the brand.
Says Venketesh Kimi, senior Brand Manager, “Sprite is positioned as the cool drink
for teens and young adults that encourage them to be themselves, because of its
refreshingly, honest and irrelevant attitude. The slogan “Sprite bujaya only pyass, baki
sub bakwass” is very favours among the teens.
20

21. THUMS UP
India’s Cola brand, Thums Up has a record countrywide volume growth.
Thums-up is positioned as the strong testing carbonated soft drink for today’s young
adult who place value on being self-confident and have sense of adventure. Te tag line
“Taste the Thunder” reinforce it preferred taste among its tainted consumers- says
Sumanta Dutta, Brand Manager. This was a direct result of advertising probation, new
packaging and below the line support implemented for Thums Up across India.
LIMCA
Widely known as “Take it easy” brand of Coca Cola India Ltd. is meant to
refresh you when feel frustrated by some sort of problem. It has been launched to
meet to need of consumers who want to stick to Nimbu-Pani’ taste, as it is a low
carbonated soft drink.
MAAZA
(In tetra pack of 200 ml.) : The company introduced pure mango flavour to
satiate a widening spectrum of tastes, in tetra pack of 200 ml in May 2000. Each crate
consists of 27 packs.
21

22. Chapter-4
Theoretical
Background
22

23. SALES PROMOTION – A THEORETICAL CONCEPT
INTRODUCTION
Sales promotion is essentially a direct and immediate inducement that adds an
extra value to the product, so that it promotes the dealers, distributors to persuade
consumers to buy the product.
In recent year, sales promotion activities and techniques have come to be
regarded an important tactical devices to be used with as much care, planning,
creativity and control as any other business activity.
It is strange although some companies have created sales promotion department,
many companies do not have promotion manager and leave the job to the individual
product of brand managers to choose and organize their over promotions.
What has encouraged companies to take a closer look at sales promotion
techniques and measures is the level of inflation and competition. Companies now
seem to using sales promotion more aggressively to add value to money and gain
more reputation in market place.
WHAT IS SALES PROMOTION?
Sales promotion is an immediate or delayed incentive on purchase or acquire,
either in cash or in kind, usually during a temporarily or short-lived period of activity,
a product or services.
Sales promotion schemes are used by a large variety of organization, including
manufactures, distributors, retailers, trade associates and non-profit groups viz,
churches and charities.
23

24. THE GROWTH OF SALES PROMOTION:
There are a number of specific, factors which have contributed to the success of
sales promotion most particularly over recent year and in consumer markets.
INTERNAL FACTORS INCLUDE:-
(a) Promotion has much acceptable to top management as an effective way to
stimulate sales.
(b) More product managers are now qualified to use sales promotion
techniques.
(c) Product Managers are under more pressure to obtain quick sales response.
EXTERNAL FACTORS INCLUDE:-
(a) Brands have increased in number.
(b) Competitors have become more promotions minded.
(c) Inflations and recession made consumers more deal oriented.
(d) Manufacturers are under greater pressure from the trade to offer deals.
(e) The belief that advertising efficiency may have declined due to costs,
media
(f) Clutter Government controls and then restrictions.
NATURE OF SALES PROMOTION:-
Although sales promotion tool-coupons, contests, premiums and like are highly
diverse they have distinctive characteristics:
24

25. (i) Communication: - They gain attention and usually provide information
that may lead the consumer or the product.
(ii) Incentive: - They incorporate some concession, inducement or
contribution that gives value to the consumer.
(iii) Invitation: - They include invitation to engage in the transaction now.
Companies use sales promotion tool to create a stronger and quicker
response sales promotion can used to dramatize product offers and boost
sagging sales. Sales promotion effects are usually short run, however and
not effective in building long-run (brand) preference.
PURPOSE OF SALES PROMOTIONS:-
Sales promotion tool vary in their specific objectives. A free sample simulates
consumer trial, while a free management advisory service cements a long-term
relationship with retailer.
Sales use incentive type’s promotion to attract new tries, to reward loyal
customer and incentive the purchase sales of occasional uses. New tries are of three
types-use of another brand in the same category used in other categories and frequent
brand in the same category used in other categories and frequent brand switches. Sales
promotion after attract the brand switchers because uses of other brands are primarily
looking for low price good value or permoursnet. Sales promotions are unlikely to
turn them in to loyal brand users. Sales promotions used in markets of high brand
similarly produce a high sales response in the short run but little permanent gain in
market share. In market of brand dissimilarity sales promotion an after markets shares
more permanently.
IMPORTANCE OF SALES PROMOTION:-
In a competitive market, sales promotion comes handy to a marketer, to solve
several of his short-term bundles. Short term because, the impact of sales promotion
measures are not durable and lasting like results attained through advertising and
25

26. personal selling sales promoting by and large in understood and practiced as a catalyst
and a supporting facility to advertising and personal selling.
HOW SALES PROMOTION DIFFERS FROM ADVERTISING:-
Sales promotion differs from Advertising in many ways:-
(i) Where as advertising is mostly an indirect and subtle approach towards
persuading consumers to buy a product, sales promotion is a direct and
almost open inducement consumer to immediately try the product.
(ii) While advertising normally has long term objective like building brands
awareness or building consumer loyalty or repositioning brands, sales
promotion performs an immediate task of increasing current sales.
(iii) While advertising helps sales by adding durable and long-term value to the
product, sales promotion ads selling by temporality changing the existing
price value relationship of the product.
While continuing to use advertising to build term patronage of the consumers
sales promotion will come handy to give occasional spent required to boost up the
current sales. Sales promotion surveys a variety of marketing needs and contents.
Marketing men resort to sales promoting to meet several marketing needs such as:-
 For introducing new product.
 For overcoming a unique competitive situation.
 For unloading accumulate inventory.
 For retrieving lost accounts.
 As support and supplement to the advertisement effort.
 As a support and supplement to the salesman’s effort.
 For persuading salesmen to sell the full line of products.
 For persuading dealers to buy more increase the size of the orders.
26

27. SETTINGS OBJECTIVE:-
There must always be a set objective or target for opening a sales promoting
campaign. Otherwise there is absolutely no financial or marketing reason for running
one.
Sales promotion objective are derived from basis marketing communications
objective are derived from more basic marketing objectives developed for the product.
The specific objectives set for sales promotion will vary with the types of market.
CONSUMERS:-
Objectives will include encouraging safer and purchases of longer sized units by
uses building trail by non-users, or attracting trail by other brand users.
Building and retaining brand loyalty is expensive and deserves to have funds
invested in activates designed, at the very least, to maintain it and hopefully improve
it. With competition becoming smaller, the fight for the purchaser’s proud depends in
many cases on the extra value or benefits perceived by buyer bestowed on the product
through the medium of sales promotion.
RETAILERS:
Objectives will include encouraging the retailer’s stock items or large volume,
helping off reason buying, stocking of related items, off setting competitive
promotion, and gaining entry in to new retail outlets.
SALES FORCE:
Objectives include encouraging support of a new product or model, getting more
prospects and stimulating sales in off seasons.
27

28. TOOLS AND TECHNIQUES OF SALES PROMOTION:-
There are many tools of sales promotion, some of which are discussed below:-
(i) POP/Display: - Point of purchase (POP) promotion is one of the most widely
used promotional tools. It is also sometimes referred to as point of sales
promotions. With the proliferation of brands, innovative displays have become a
prerequisite for success brands complete with each other for consumers attentions
mind has become the prime concern of marketers. Hence, the importance of
POP/displays a lot.
Various kinds of displays materials like poster, danglers, stickers, mobile,
wobblers and streamers are used at the retail shop level to induce purchase. In the
modern context of high intensity, marketing the retailers is virtually flooded with
Pop’s by all manufactures. If they are just dumped in a forsaken corner of the shop the
brand does not get the intended sales promotional benefit from the Pop’s
(ii) Demonstrations: -
Companies resort to product demonstration for sales promotion, especially when
they are coming up with a new product. In India in recent year, several products-low
unit, price, products like beverages and washing powders as well as high unit price
products like washing machines personal computers and television have utilized
product demonstration as a tool of sales promotion.
(a) Demonstrations at Retails Stores:-
Sometimes demonstrates are organized at retail by company salesman for the
benefits of retailers as well as consumers.
(b) School Demonstrations:-
When the product happens to be a costly one and a hi-tech one, companies
arrange school of demonstrations. In this case, consumers are invited (giving prior
28

29. intimation) to a particular place; say a hostel and demonstrations are arranged. In
computers, several companies in India organize this type of demonstration.
(c) Door to Door Demonstrations:-
Consumer’s product companies quite often to house demonstration. It is
considered a highly specialized field of sales promotion. Salesmen employed for such
demonstration are given training to handle peculiar situations involved in this field.
(d) Demonstration to Key Profile:-
Sometimes, demonstrations are organized for the befit of key people and
influential persons. Journalist and other media men, community leaders etc are invited
and the product is introduced is introduced to them.
Demonstration is a good selling technique whish involves the co-operation of
sales representatives and protective consumer in the actual process of demonstration
of the product. Participation of the consumer persuades him to learn more about the
product. Participation of the consumer persuades him to learn more about the product
and it serves as persuasion for him to try the product.
(iii) Samples:-
Samples are offers of a free amount of a trial of product for consumers. The
samples be delivered door to door, sent in the mail, picked up in a store found
attached to another product, or featured in an advertising offer. Sampling is the most
effective and most expensive way to introduce a new product store found attached to
another product or featured in an advertising offer. Sampling is the most effective and
non most expensive way to introduce a new product.
(iv) Coupons:-
Coupons are certificates which offer price reductions to consumers for specified
items. They are distributed through newspaper and magazine and advertisements, or
through the package of the merchandise, or even by direct mail. Coupons normally
perform two specific functions for the manufactures. Firstly, they persuade the
consumer to exploit the bargain. Secondly, they survey as an inducement to the
channel for stocking the item. The manufacturer thus succeeds in attracting consumers
29

30. as well as in promoting the channel to stock the merchandise through introducing as
well as in promoting the channel to stock the merchandise through introducing
coupons. They are usefully to introducing a new product as well for straightening the
sale of an existing product.
(v) Premium:-
In the India market today, premiums, free offers and price-offers are extensively
used by manufactures. Sometimes back, “Aristocrat modelled tugged introduced on
attractive sales promotion offer. It also ran a company in support of the sales
promotion endeavour. Aristocrat announced-
“If you buy Aristocrat within the next week, you get a Phillips 2 band transistor
worth Rs 266/- free.”
And the ad repeated this message “It’s only for a week, starting today.” Suzuki
Shogun bike offered Ray-Ban Sunglass free as part of its sales promotion. The
campaign read “Free Ray-Ban Sunglass with Suzuki shogun the most powerful bike
of its kind.”
(vi) Price –Off
Hawkins Pressure cookers have come up with several sales promotions schemes
during the last few years. In one of these schemes, Hawkins announced up to 150 off
or a new Hawkins in exchange for any old cooker. The ad also specified that the offer
is opened only up to a particular date.
(vii) Gifts:
Companies also distribute gifts to the people, customers, dealers and influential
and key people. These gifts include pens, pencils, calendars, diaries, table decoration
items etc. Gifts cell the company’s name and logo. These gifts are intended to create
goodwill towards the company and indirectly promote the company’s sale interest.
(viii) Trade Fairs and Exhibitions:
Trade fairs and exhibitions are extensively used as sales promotion tools. They
also form one of the oldest practices in sales promotion. Trade fairs and exhibition
30

31. provide companies with the opportunities of introducing and displaying their
products. This brings company’s products and consumers in direct contact with each
other. “Seeing believes” is a concept behind large scale exhibitions.
(ix) Consumer Contests:
Consumer contests take a variety of forms like quiz contests, beauty contests,
scooter and car rallies, lucky draw, suggesting a brand name, writing a slogan,
suggesting a logo etc. Whatever may be the type of contest, the main motto behind
these is to create widespread action and news about the brand. To get the consumer
interested in the brand persuade him to buy the product is the central idea in all
consumer contests.
(x) Sponsoring Major National and International Events:
At major national and international places, companies associate themselves with
big events where they spend a lot of money. The field of sports usually provides
maximum number of such events. Business firms either sponsor the event as a whole
or take the leading role in specific aspects associated with these events. The intention
is to remain part of the news creating creating events and reap the best of sales
promotional benefits from associations. Such efforts also form a part of sales
promotion.
Liquor and tobacco companies dominated the sponsorship of the sports events.
The restriction on advertising for these products left these companies with very few
avenues for brand promotion. Sponsorship of sports related events were seen as a
solution to this problem. In course of time, marketing of other products too started
using sponsorship in a big way. Vazir Sultan Tobacco (VST) for years sponsored
jointly Dowla Cricket Tournament and the championship- Ranji Trophy. Later ITC
too started active cricket sponsorship with its trophy. The 1987 Reliance World Cup
in cricket became a major event in sales promotion.
The success of this programme tempted more and more companies to take up
such sponsorship on a large scale. MRF which was active only in motor rallies
organised the MRF Cup in Cricket. Today, companies like ITC, PEPSI, JK TYRES,
31

32. SINGER, and AB Corp. are among the major sponsors of national and international
events.
Winning the rights to sponsor events is the beginning of the sales promotional
effort. Companies have to effectively promote the event and construct the whole set of
marketing activities around the event. How companies use sales promotion to get
more reward out of sponsorship is the real test.
CONSUMER PROMOTIONS:
In building a strategy for a consumer, sales promotion is one of the crucial
decisions to be taken which will have its effect on the type of schemes selected.
A “trial” usually involves getting single purchase sales from a wide range of
customers- many of them possibly non- product users. Whereas “loading” tries to get
a number of purchases for a smaller group of buyers- many of them, possibly use the
product on a regular basis.
Trial is obviously the one positive approach and is followed by brands with
growth ambitions. ‘Once a user, always a user’ is the thought that lies behind this
concept. Put the product in the prospective hands and you have a customer.
Loading, on the other hand, is used by companies whose product or brand is on
the slide or those who face competition from new products. Here, the company
obviously wishes to keep their customers loyal and stop them from deflecting.
Naturally some promotions have some trial and loading effects combined.
TRADE PROMOTIONS:
Today, with many large retailers which are in very powerful positions, trade
promotion is an area which can be costly for manufacturers if they have not worked
out what their strategy is and how effectively their budget will be spent.
32

33. The manufacturers aim is too increase sales and profits of particular brands.
Retailers, on the other hand, are only concerned with raising the total turnover of their
stores, and in doing so they do not mind which brand they sell.
PROMOTIONS FOR THE INDUSTRIAL MARKET:
It may seem as though sales promotion schemes are geared to the consumer and
retail markets. However the industrial market uses a wide range of sales promotion
tools to stimulate sales and build stronger relationship with its customers and clients.
Technically oriented companies often make available design guide ads such as
special calculators, or specialised small pieces of equipment relevant to the industry,
samples, business gifts, conference aboard, seminars and exhibitions for customers
and prospects. All these are designed to encourage purchases, introduce new products
or services and to cement the buyer-seller relationship.
PROMOTIONAL MEASURES IN COCA- COLA:-
Despite being a late entrant in Indian Market Coca Cola has done a remarkable
job of typing up with Parle soft drink. In this way it has acquired very strong brands
like Thums Up, Limca, and Gold Spot etc.
In the beginning Coca Cola was mostly relying on its global strategy with little
modification for Indian market. On the other hand these days it it’s trying to get
converse it in Indian flavour, in a big way with the help of several lessons it learned in
past few years. Now the company has started sponsoring cricket tournament, movies,
musical events etc.
Company has also made a strategic in its perception of viewing India as a single
homogenous market. It has identified 4 district regions and has appointed regional
marketing manager against national needs.
Today Calcutta and Mumbai are mostly Thums Up city while Chandigarh is
dominated by coca Cola. In south India, Sprite is doing well
33

34. PROMOTIONAL SCHEMES
Many schemes were hatched to increase the selling of the brand and to attract
customers.
1. Paanch Rupaya Mein Ho Jaye: This scheme is launched in this season where
300 ml bottle of Fanta Green apple is being offered fir Rs. 5/- only. This
scheme will stimulate and will be able to easily motivate the customers,
which will increase the profit by leaps and bounds. The company even
provided the banner of Fanta, which drove more and more children to buy the
brand.
2. Scheme of one bottle, two bottles, three bottles and four bottles: According to
this, the company provides some free flavours to his retailers on the purchase
of 300 ml bottle. The company provides two bottles of flavour free to the
retailer on the purchase of a cerate. Next day it provides three bottles for
flavour free with the cerate. This may the company encourage schemes till it
gets positive feedback of its sale four the retailer. This I way both the
company as well as the retailer gets profit.
3. Fridge purchase scheme: This scheme provides a fridge to the retailer on
minimum price of Kelvinator Company. The capacity of the fridge is 165
litres. The company takes a bank draft of Rs 5600/- from each retailer, while
the market price of fridge is Rs. 9000/-(approx). In favour of the Kelvinator.
Then the company sends the fridge on the required address. The company
then at the end of the season gives 5 carats of flavour, free to the retailer and
gets positive feedback from the retailers.
4. Thanda Matlab Coca Cola: This is the recent slogan attached with the Coke
brand Aamir Khan publicised the product. Customers due to the fan following
gets attracted towards the ad campaign and thus the sale get inflated.
34

35. 5. Thunder Point Scheme: This scheme was started in February 2002. Here the
retailers were given promotional racks where they had to arrange different
brands of Coca Cola on the rack in the prescribed format, every month two
audits were conducted by marketing personnel and if the racks were found to
be in proper order they were assigned points for it and they also get few gifts
for this.
Thus, schemes are relevant for the sale of different brands. It requires proper
vigil and immediate action on the trends of market and sale of different brands vis-à-
vis the rival strategies and policies for prefacing scheme for increased sale.
35

36. A PRACTICAL ASPECT ON SALES PROMOTION ACTIVITY OF COCA
COLA IN PATNA URBAN MARKET
STUDY ON CONSUMER
To ascertain the consumers’ brand perception of soft drinks with respect to
price, product, quality and advertisement, I completed the survey with protested
schedules for consumers but it was not possible to collect a lot of consumer’s view. I
visited and tried to take all types of consumers view.
Samples of 150 respondents of whom 100 were male and 50 were female were
quizzed about the soft drinks.
After collecting the data it was classified, tabulated and analysed. Major
findings were:
a) Thumps Up has got on heavy edge over its rivals.
b) In some areas there is neck fight between Coca-Cola products and Pepsi.
Pepsi is gaining its base in the position of Coke products which is quite
alarming.
c) The peak seasons for soft drink industries in India are April, May and
June.
d) Students prefer cold drinks more than service men.
36

37. STUDY ON COMPETITORS
Red storm rising of Coke in the last quarter of the calendar year 1998 made it
ahead of Pepsi in Delhi. The country’s biggest cola market preferred an occasion to
executive of Coca-Cola India to open bottle of Coke at least, if not bottle of
Champagne. In a market where every statistics is really disputed, even its arch-level
Pepsi candidly admitted that its Atlanta based had outperformed it in terms of sales
growth.
Since coke re-entered India, it is for the first time that Coke’s growth rate is
higher than Pepsi by about 3 to 4 percent in the first quarter of the year 2006.
Till July, Pepsi has been growing at a steady 32% of coke’s 24%.
The statistics of ORG suggest that Delhi, which accounts for over 15% of 250
million case soft drink markets, Coke has now captured a market share of 52% as
compared to Pepsi’s 48%. For a company that grew just 5% in 2000 and was trailing
Pepsi in Delhi, this was an achievement. India’s biggest soft drink market, till last
year since when it has kept the cash box ringing by adopting sundry elephantine steps.
How did the giant, which still has larger overall market share courtesy its
acquisition of the Chandan brands in 1993, gained momentum in such a short time.
The answer lies in fact the new momentum began showing by late 2004s as
Coca Cola South Asia holding via its two subsidiaries Bharat Coca Cola and
Hindustan Coca Cola, was moving rapidly to gain control of some 45 independent
bottles spread nation wide. In December, the company managed a long awaited
victory coke now has 90% bottling operations under its saddle.
The move in Delhi unveiled a market shaping result. It offered 12 bottles free
with every carat. The norm was usually 2 bottles per carat from both companies. Pepsi
responded quickly by matching Coke’s scheme. The tussle came down to 12 bottles of
Soda which latter pulled down to 4 bottles per crate. Pepsi kept matching at every
stage.
37

38. Despite the early hiccups, Coke secured a better control over its bottling
operations. Coke involved agencies like Eqrus, say to handled ground level region
specific promos.
Coca Cola took in “Theatre Pouring” to Priya Cinema in Delhi on an
experimental basis where Coke was sold to Cinema goes sitting inside to hall besides
the Kiosks, sale inflated by 8% to 10%.
Entertainment was another arena where Coke outwitted Pepsi. Two days before
the actual release of the movie “Pyar Kiya to Darna Kya”, Pepsi premiered the movie
at Delhi’s Siri Fort Auditorium amidst huge. Pepsi banner and a gathering of many
Pepsi bigwigs witnessed as many as 8 commercial of their rival.
Then the Retailers:
Riding on its new nimbless, Coke attached the retail counters next. This has long
been a Pepsi stronghold. It doubled it reach in 2 years to touch an acclaimed 5 Lakh
outlets by early 1998 where Pepsi was present at only 3.5 lakh outlets. To reach
smaller market, Coke launched mobile van in Andhra Pradesh, Tamil Nadu and
Kolkata.
Today both players do 150 millions cases, but break ever is still very exclusive. To
counter Coke’s aggression, Pepsi began giving its glass bottles on loan to its
distribution. It would change for the liquid but waive the deposit it normally charged
on the glass. In early 1999, Pepsi feed its first salvo to coincide with the cricket world
cup. Next year, coke was ready with a bigger was chest: an ad budget of more than
Rs.35 crore when coke decided to take on Pepsi is signing up cricket and film stars.
38

39. Chapter-5
Research
Methodology
39

40. RESEARCH METHODOLOGY
MEANING OF RESEARCH:
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an act of scientific investigation. The advanced
learner s Dictionary of Current English lays down the meaning of research as a careful
investigation or inquiry especially through search for new facts in any branch of
knowledge. Redman and Moray define research as a systematized effort to gain new
knowledge.
Research is an academic activity and as such the term should be used in a
technical sense. According to Clifford Woody, research comprises of defining and
redefining problems, formulating hypothesis or suggested solution; collecting,
organizing and evaluating data; making deductions and reaching conclusions; and at
last carefully testing the conclusions to determine whether they are fit for formulating
hypothesis. It is the pursuit of truth with the help of study, observation, comparison
and experiment. In short, the search for knowledge through objective and systematic
method, finding solution to the problem is research.
OBJECTIVES OF RESARCH:
The purpose of research is to discover answer to the questions through the
application of scientific procedures. Though each research study has its own specific
purpose, we may think of research objectives as falling into a number of following
groups: -
 To gain familiarity with a phenomenon or archive new insights into it.
 To portray accurately the characteristics of a particular individual, situation or
a group.
 To determine the frequency with which something occurs or with which it is
associated with something else.
 To test a hypothesis of a casual relationship between variables.
40

41.  MEANING OF RESEARCH METHODOLOGY:
Research methodology is a way to systematically solve the research problem. It
may be understood as science of studying how research is done scientifically. In it we
study various steps that are generally adopted by a researcher in studying his research
problem along with logic behind them. It is necessary for researcher to know not only
the research methods/ techniques but also the methodology. Research methodology
has many dimensions and research methods do constitutes a part of the research
methodology. Thus when we talk of research methodology we not only talk of
research methods but also consider logic behind the methods we use in context of our
research study and explain why are we using a particular method or technique and
why are we not using others so that research result is capable of being evaluated either
by the researcher himself or by others.
RESEARCH PROCESS:
Before embarking on the details of research methodology and techniques, it
seems appropriate to present a brief overview of research process. Research process
consists of a series of action or steps necessary to effectively carry out research and
the desires sequencing of these steps. The following order concerning various steps
provides a useful procedural guideline regarding the research process:
 Formulating the research problem.
 Extensive literature survey.
 Development of working hypothesis.
 Preparing the research design.
 Determining sample size.
 Collecting the data.
 Execution of the project.
 Analysis of data.
 Hypothesis testing.
 Generalisation and interpretation.
41

42.  Preparation of the report or the thesis.
42

43. DATA TO BE COLLECTED
a) PRIMARY DATA:
It is that data which is collected for the 1st time. Primary data collected was-
 Customer’s view about various attributes of brand.
 Customer’s actual experience of the brand.
 Customer’s expectations & suggestions.
 Major competitors.
 Current market share of Coca-Cola.
b) SECONDARY DATA:
It is that data which is already assembled & need not to be collected. The
secondary data was:
 Company profile.
 Product profile.
It was collected from internet, company booklets & reports.
DATA COLLECTION METHOD
For this project, the primary data which needed to be collected for the 1st time
was gathered through survey technique which is most effective & popular technique
for data collection. The survey was conducted with the use of questionnaire.
DATA EVALUATION:
All the data collected was not accepted as it was collected. It was filtered & only
relative data is introduced in the report which helped in achieving objective of the
project.
43

44. CHAPTER-6
DATA ANALYSIS
44

45. DATA ANALYSIS & INTERPRETATION BY GRAPHICAL
WORK
To conduct survey, I chose Patna town area as a sample. For the collection of
information I met five distributors, one hundred retailers and five hundred consumers.
All thought it was hard nut to crack for me to collect a lot of consumer’s views during
this short span of a month and a fortnight to cover maximum number of distributors,
retailers. Yet I strain my ever never to know consumer’s preference, taste and
dissatisfaction.
A sample of 150 respondents each of them a soft drinks consumers, who
consumed one soft drinks consumers, who consumed one soft drinks at least once a
fortnight. I found the Lion’s shares are in Coca- Cola’s basket but Pepsi products are
the main rival in Patna. After collecting the data it was classified, tabulated and
analyzed.
45

46. MARKET SHARE OF SOFT DRINKS OF DIFFERENT
COMPANIES IN PATNA
Coca-Cola 58.5%
Pepsi 38.5%
Others 3%
GRAPH SHOWING MARKET SHARE OF SOFT DRINKS OF DIFFERENT
COMPANIES IN PATNA.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Coca-Cola
Pepsi
Others
• Coca-Cola has the largest market share of 58.5% followed by Pepsi with
38.5%.
46

47. COMPARISION OF VARIOUS BRANDS WITH FLAVOUR
ACCORDING TO THE PREFERENCE OF CONSUMERS
Name Of Brands No. Of Persons
Coca-Cola 18
Limca 7
Thums Up 42
Fanta 9
Mirinda 6
Mountain Dew 2
Maaza 5
Slice 2
Pepsi 24
Sprite 28
7Up 7
0
5
10
15
20
25
30
35
40
45 Coca-Cola
Limca
Thums Up
Fanta
Mirinda
Mountain Dew
Maaza
Slice
Pepsi
Sprite
7Up
• Thums Up is the most preferred brand among all the soft drinks followed by
Sprite.
• Mountain Dew and Slice are the least preferred brands.
47

48. MALE AND FEMALE USERS OF DIFFERENT SOFT DRINK
BRANDS
Brand Name Male Female
Thums Up 32 10
Coca-Cola 12 6
Sprite 20 8
Mountain Dew 1 1
Limca 2 5
Maaza 2 3
Fanta 4 5
0
5
10
15
20
25
30
35
Male Female
Thums Up
Coca-Cola
Sprite
Mountain Dew
Limca
Maaza
Fanta
• Among the persons surveyed 68.46% are male and 31.54% are female.
• The graph also shows the preferences of different soft drinks among male
and female
POPULARITY OF DIFFERENT BRANDS OF COCA COLA
ON THE BASIS OF DIFFERENT AGE GROUP
48

49. 0
2
4
6
8
10
12
14
16
10-20yrs 20-30yrs 30-40yrs 40&above
Thums Up
Coca-Cola
Limca
Sprite
Fanta
Maaza
Brand Name 10-20 yrs 20-30yrs 30-40yrs 40& above
Thums Up 12 15 10 5
Coca-Cola 5 8 5 0
Limca 0 3 3 1
Sprite 10 10 4 4
Fanta 0 2 1 6
Maaza 1 0 1 3
• Thums Up is the most popular brand among the age group of 20-30yrs.
• Age group of 20-30yrs have more inclination towards soft drinks.
49

50. CONSUMPTION OF DIFFERENT SOFT DRINKS WITH
RESPECT TO VARIOUS INCOME SEGMENT
Brand Name 5000-10000 10000-15000 15000-20000 20000& Above
Coca Cola 10 20 20 40
Pepsi 5 10 15 23
0
5
10
15
20
25
30
35
40
5000-10000 10000-15000 15000-20000 20000& Above
Coca Cola
Pepsi
• Soft drinks are preferred mostly by the people having income group of
20000& above.
• Soft drinks are preferred least by the people having income group of 5000-
10000.
50

51. FREQUENCY OF THE PRODUCT CONSUMED BY THE
CONSUMER
Daily 2.2%
Alternate Day 5.4%
Weekly 14.2%
Monthly 19.6%
Occasionally 58.6%
2% 5%
14%
20%59%
Daily
Alternate Day
Weekly
Monthly
Occasionally
• 58.6% of customers take soft drinks occasionally.
• 2.2% of customers take soft drinks daily.
51

52. EFFECTIVE MEDIA FOR PROMOTION
T.V 70%
Hording 11%
Wall Painting 8%
Newspaper 7%
Shop Display 4%
70%
11%
8%
7% 4%
T.V
Hording
Wall Painting
Newspaper
Shop Display
• T.V is the most effective media for promotion.
• Shop Display is the least effective media for promotion.
52

53. CHAPTER-7
FINDINGS &
LIMITATIONS
53

54. FINDINGS
• Coca-Cola has the largest market share of 58.5% followed by Pepsi with 38.5%.
• Thums Up is the most preferred brand among all the soft drinks followed by
Sprite.
• Mountain Dew and Slice are the least preferred brands.
• Among the persons surveyed 68.46% are male and 31.54% are female.
• The graph also shows the preferences of different soft drinks among male and
female
• Thums Up is the most popular brand among the age group of 20-30yrs.
• Age group of 20-30yrs have more inclination towards soft drinks.
• Soft drinks are preferred mostly by the people having income group of 20000&
above.
• Soft drinks are preferred least by the people having income group of 5000-10000.
• 58.6% of customers take soft drinks occasionally.
• 2.2% of customers take soft drinks daily.
• T.V is the most effective media for promotion.
• Shop Display is the least effective media for promotion.
54

55. LIMITATIONS OF THE STUDY
Eight weeks period was not sufficient to go through the entire topic. For
thorough study it needs more time. It was also difficult to make field study or survey
under the scorching sun of June. But the major difficulty faced was the extreme non
-cooperation of the officials about the data. They were very much reluctant about this
matter, which made the study more tiresome. Moreover, it was quite impossible to
conduct survey of each and every outlet in such a short span of time. Overcoming the
odds, I tried my level best to synchronize all the facts, realizations and information
gathered in an orderly way within the course of this project.
55

56. CHAPTER-8
CONCLUSION
56

57. CONCLUSIONS
On the basis of this survey conducted following results have come in lime light.
 The largest selling brand of Coke is Thums Up, which was available in 98% of
the outlets.
 Semi permanent poster materials like dangler cut out etc. has not been
properly distributed by the sales representative.
 The peak seasons for soft drinks in India are April, May, June and July.
 Sales promotional activities should include gifts etc. to increase the sales even
in the off-season.
 From the market query in some selected cities it has been found that
Hindustan Coca Cola covers overall 65% of market share.
 The company should adopt some discount policy to provide refrigerators to
dealers, as 35% of dealers do not have Coke refrigerators.
 The company should provide festive discounts on the occasion of festivals on
its products.
 Sun fill product is the best fruit flavoured drink mix. It has orange, lemon, and
mango taste which delight the customers.
57

58. RECOMENDATIONS
1. The Consumers should be made aware of the schemes launched via
advertisement or pamphlets as many complained for not getting information
about the schemes on time.
2. The consumers want more promotion about the product especially on Coke.
3. From the survey I came to know that among the different brands the Coca-cola,
Sprite and Thums-Up have the monopoly. Due to which the parent brand gets
suppressed. Thus the Coke brand must be promoted to acquire higher market
share.
4. 300 ml bottles are much in demand due to the low price. Because of that cans
and pet jars have to suffer. Thus their price should be lowered so that demand
shoots up and then the market share will also increase.
5. The flavour of Coke should be enhanced in taste and pungency.
6. Schemes should be provided by company on its different brands in different size
to create demand.
7. The drink should be carefully prepared as there are some complains about the
fake syrup.
8. The Company should prefer bottling of sugar free soft drinks in each brand to
attract senior citizens as well as diabetic people.
9. There should be strong marketing information system.
10. The Aish-Cash offer should launch in small town also.
11. The company should sponsor programmes, where the local public could gather.
Because it strengthens direct relationship between consumer and the company.
12. The company should organize the road show to create awareness among the
people.
58

59. BIBLIOGRAPHY
1. MARKETING MANAGEMENT : Kotler Philip
2. Business World
3. Basics of Coca-Cola Systems : A Company Bulletin
4. Research Methodology : C.R. Kothari
5. Journals of Coca-Cola
INTERNET WEBSITES
1. www.cocacola.com
2. www.google.com
59

60. ANNEXURE
QUESTIONNAIRE
1. Name: - …………………………………………………………………………..
2. Address: - ………………………………………………………………………..
………………………………………………………………………………………
3. What is your sex group?
a) Male b) Female
4) Which age group do you belong?
a) 10-20 b) 20-30
c) 30-40 d) 40& above
5) What is your occupation?
………………………………………………………………………………………
6) In which income group do you belong? (Monthly in Rs.)
a) 5000-10000 b) 10000-15000
c) 15000-2000 d) 20000& above
7) Do you like soft drinks?
a) Yes b) No
8) Among the soft drinks which flavour do you prefer?
a) Cola b) Orange
d) Lemon d) Clear Lemon
e) Fruit Juices
9) Which brand do you like most?
a) Coca-Cola b)Thums-Up c) Gold Spot
e) Limca e) Sprite f) Pepsi
g) Mirinda h) Teem i) 7 Up
60

61. j) Slice k) Fanta l) Mirinda Lemon
m) Others………..
10) What is the reason for preference?
a) Availability b) Taste c) Quality
d) Thrust Dumper e) Price
11) How often do you consume this product?
a) Daily b) Alternate Day c) Weekly
d) Monthly e) Occasionally
12) In case of occasionally use, why it?
a) I is expensive b) It is luxurious drinks
c) It’s not good for health e) Can not afford regularly
13) In your opinion which is the most effective media for promoting a particular
brand of soft drink?
a) T.V b) Newspaper c) Hoardings
d) Wall Paintings e) Shop Displays
14) Would you prefer a cola drink with more fizz (CO2) instead of smooth drink?
a) Yes b) No
15) Would you like to give any suggestion for improvement regarding distribution,
brand, bottling, etc.
……………………………………………………………………………………
……………………………………………………………………………...
……………………………………………………………………………………
…...
16) What is your opinion about Coca-Cola product?
………………………………………………………………………………………...
61

62. ………………………………………………………………………………………...
62