coco cola bbm project

Channel of Distribution

Hindustan Coca-Cola Beverages Private Limited

PROJECT ON A REPORT TO STUDY THE EFFECTIVENESS OF THE PROMOTIONAL ACTIVITIES OF COCA COLA CO. AT RAICHUR CITY

ACKNOWLEDGEMENT

I am very much thankful to the HR Executive of Coca Cola co Mr. Ananth Kulkarni for giving us the permission in doing and completion of out project.

It is my proud privilege to avail this opportunity to express my gratitude to the Senior Sales executive of Coca Cola, RAICHUR Mr. Rajesh, Market developers Mr. Pradeep, Mr. Mahantesh and the distributors for their constant encouragement, valuable help, immaculate guidance and precious advice during this project.

I wish to record my acknowledgement to our Principle Mr. Swamy sir and our internal guide Mr. Raghavendra sir who have offered constructive suggestion and creativity this way for satisfactory completion of my project.

DECLARATION

I hereby declare that this project report titled as A REPORT TO STUDY THE EFFECTIVENESS OF THE PROMOTIONAL ACTIVITIES OF COCA COLA CO.

AT RAICHUR CITY for Coca Cola India Pvt. Ltd. It has been prepared by me as part of my academics during 2nd December 2012 to 30th jan 2013 for the fulfillment of Degree of Bachelor in Business Management, under the supervision Principle Mr. Swamy sir and guidance of Mr. Raghavendra sir faculty of Marketing Management of RAICHUR INSTITUTE OF MANAGEMENT STUDIES, RAICHUR.

To the best of my knowledge and belief the matter presented in this report has not been submitted earlier for the award of any Degree to any University. This report is prepared by me on my own efforts.

Mr. SHOAIB MOHAMMEDCONTENTS

S NO Subject matter

1 Chapter 1

Executive Summary

Introduction

Literature review

Statement of the problem

Scope of study

Objective of the study

2 Chapter 2

Organization Profile

Coca-Cola Co

Sampling

Research Design

Data collection method

Measuring tools

3 Chapter 3

Analysis with graphs and charts

Findings

Recommendation

Conclusions

4 Chapter 4

Appendix

Questionnaire

Master code sheet

Bibliography

CHAPTER-I

EXECUTIVE SUMMARY

This project report is on the A REPORT TO STUDY THE EFFECTIVENESS OF THE PROMOTIONAL ACTIVITIES OF COCA COLA CO. AT RAICHUR CITY

This project for done for Coca-Cola Pvt. Ltd at their distribution points at RAICHURThe ultimate objective of every organization is to increase their market share by increasing their sales. In increasing sales promotion activities play a very vital role. Especially with respect to business to business customers these are basically the deciding points.

But out of the several promotion activities which is the most effective one, which will catch the retailers attention and will also help the organization to achieve its objective with the better concentration on few effective promotions.

So in this study we will evaluate the effectiveness of several promotional techniques. The study will be done taking 150 as the total Sample Size out of which 100 are the retailers that are surveyed and 50 are the consumers that are surveyed. The sampling method used for retailers survey is Stratified Sampling . The source for conducting survey was taken from the distributors Red Outlet List provided by the distributors in RAICHUR city. The consumer survey method is convenient random sampling method

INTRODUCTION

It is very important to know the Effectiveness of the promotion activities carried out because of the expenditure incurred on these activities. Further it becomes important for both the Client Co. and the ad. Agency to determine whether their communication are working in same way as expected by them and how well they are working relative to other options.

REASONS TO MEASURE EFFECTIVENESS:

Avoiding costly mistakes

Evaluating alternative strategies

Increasing the efficiency of advertising in general

Determining if objectives are achieved

REASONS NOT TO MEASURE EFFECTIVENESS

Cost

Research problem

Disagreements on what to test

The objections of creative

Time

LITERATURE REVIEW

PROMOTION ACTIVITES include all the activities that induce the customer to purchase the product from the seller.

Types of promotion activities are:

Advertisement

Promotion-- Consumer sales promotion-- Trade Sales Promotion

-- Promotions to sales representatives

Displays

ADVERTISEMENT:

It is non-personal paid form of communication from an identified sponsor using mass media to persuade or influence the audience. They are needed to

Attract

Persuade

Remind the customers about the products into the market, as an average individual faces 250 ads a day. So the ads need to be such that it should effective and should serve the purpose for which it was displayed

SALES PROMOTIONIt refers to the activities, materials, devices, and techniques used to supplement the advertising and marketing efforts and help coordinate the advertising with the personal selling effort.

Sales promotion is an important component of a small business's overall marketing strategy, along with advertising, public relations, and personal selling.

The American Marketing Association (AMA) defines sales promotion as "media and non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality." But this definition does not capture all the elements of modern sales promotion. One should add that effective sales promotion increases the basic value of a product for a limited time and directly stimulates consumer purchasing, selling effectiveness, or the effort of the sales force. It can be used to inform, persuade, and remind target customers about the business and its marketing mix.

Limitations of Sales Promotion

Although sales promotion is an important strategy for producing quick, short-term, positive results, it is not a cure for a bad product, poor advertising, or an inferior sales team. After a consumer uses a coupon for the initial purchase of a product, the product must then take over and convince them to become repeat buyers.

Consumer sales promotion techniques

Price deal: A temporary reduction in the price, such as happy hour

Loyalty rewards program: Consumers collect points, miles, or credits for purchases and redeem them for rewards.

Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).

Coupons: coupons have become a standard mechanism for sales promotions.

Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.

Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.

Trade sales promotion techniques

Trade allowances: short term incentive offered to induce a retailer to stock up on a product.

Dealer loader: An incentive given to induce a retailer to purchase and display a product.

Trade contest: A contest to reward retailers that sell the most product.

Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

Training programs: dealer employees are trained in selling the product.

Push money: also known as "spiffs". An extra commission paid to retail employees to push products.

DISPLAY:

Display acts as a reminder to the consumers. Further in many products display may also act as an influencer or a stimulus to purchase the product.

MANAGEMENT PROBLEMDe-growth rate in sales at RAICHUR city

RESEARCH PROBLEM:The effectiveness of the promotion activities

TOPIC OF THE STUDY:The report to study the effectiveness of promotional activities carried by Coca-Cola Co. at RAICHUR City

PURPOSE OF THE STUDY

To know the different types of promotion activities carried out by Coca-Cola Co at RAICHUR City.

The impact of these promotional strategies.

To know how effective role do advertisements play to stimulate consumers mind

SCOPE OF THE STUDY

The study is confined to the retailers and consumers at RAICHUR city only.

LIMITATIONS OF THE STUDY

Due to the time constraint the study is restricted only to the retailers at RAICHUR City and not to the surrounding villages.

The coverage of the objective of the study is limited to the extent of the information given by the company.

Inspite of the above mentioned limitations, every effort has been made and the report is prepared to the best of my knowledge.

BENEFITS OF THE STUDY

The study will confront the following:

The culture of the company.

The sales promotion carried on and the successfulness of these promotional activities and Satisfaction level of the customers with respect to Company.

Handling customer complaints.

On the basis of the study made I will be able to give the suggestions to the Company.

OBJECTIVE OF THE PROJECT:

Main Objective:

To study the promotional strategies of Coco Cola Co. at RAICHUR city and to assess its effectiveness on sales.

To achieve the above said objective the study must consist of the following

The effectiveness of advertisements.

The different sales promotional activities carried out

Key Accounts Management Strategies.CHAPTER-II ORGANIZATION PROFILE

COCA COLA Pvt. Ltd

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today

1894 A modest start for a bold ideaIn a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.

Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 The first bottling agreementTwo young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.

1900-1909 Rapid growthThe three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1916 Birth of the Contour BottleBottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark!

1920s Bottling overtakes fountain salesAs the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.

1920s and '30s International expansionLed by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.

1940s Post-war growthDuring the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.

1950s Packaging innovationsFor the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960.

1960s New brands introducedSprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by POWERaDE and Fruitopia in the 1990s. Today scores of other brands are offered to meet consumer preferences in local markets around the world.

1970s and '80s Consolidation to serve customersAs technology led to a global economy, retail customers of The Coca-Cola Company merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.

1990s New and growing marketsPolitical and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

21st Century The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

Vision

To achieve sustainable growth; we have established a vision with clear goals.

Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

People: Being a great place to work where people are inspired to be the best they can be.

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples desires and needs.

Partners: Nurturing a winning network of partners and building mutual loyalty.

Planet: Being a responsible global citizen that makes a difference.

MissionEverything we do is inspired by our enduring mission:

To Refresh the World... in body, mind, and spirit.

To Inspire Moments of Optimism... through our brands and our actions.

To Create Value and Make a Difference... everywhere we engage.

Values

They are guided by shared values that they will live by as a company and as individuals.

Leadership: "The courage to shape a better future"

Passion: "Committed in heart and mind"

Integrity: "Be real"

Accountability: "If it is to be, its up to me"

Collaboration: "Leverage collective genius"

Innovation: "Seek, imagine, create, delight"

Quality: "What we do, we do well"

BeliefsThere is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola Company is a vibrant network of people, in over 200 countries, putting citizenship into action. Through our actions as local citizens, we strive every day to refresh the marketplace, enrich the workplace, protect the environment and strengthen our communities.

We are a local employer, with responsibility to enable our people to tap into their full potential; working at their innovative best and representing the diversity of the world we serve.

We are an investor in local economies and a driver of marketplace innovation, with a responsibility to act as a good steward of our natural environment.

And we are a local citizen, understanding our responsibility to contribute to an improved quality of life in our communities.

Values and Commitments at The Coca-Cola Company

The reputation of The Coca-Cola Company is built on trust and respect. Our employees and those who do business with us around the world know we are committed to earning their trust with a set of values that represent the highest standards of quality, integrity, excellence, compliance with the law, and respect for the unique customs and cultures in communities where we operate.

Our Company has always endeavored to conduct business responsibly and ethically. We respect international human rights principles aimed at promoting and protecting human rights

Our acknowledgment of these international principles is consistent with our dedication to enriching the workplace, preserving the environment, strengthening the communities where we operate.

Supplier Guiding Principles

The Supplier Guiding Principles (SGP) are a vital pillar of The Coca-Cola Company's workplace accountability programs. These programs are driven by the belief that good corporate citizenship is essential to our long-term business success and must be reflected in our relationships and actions in our workplaces and the workplaces of those who are authorized to directly supply our business.

Recognizing that there are differences in laws, customs, and economic conditions that affect business practices around the world, we believe that shared values must serve as the foundation for relationships between The Coca-Cola Company and its suppliers. The Supplier Guiding Principles communicate our values and expectations and emphasize the importance of responsible workplace policies and practices that comply, at a minimum, with applicable environmental laws and with local labor laws and regulations. The principles outlined below reflect the values we uphold in our own policies, and we expect our direct suppliers to follow the spirit and intent of these guiding principles.

1. Freedom of Association and Collective BargainingRespect employees' right to join, form, or not to join a labor union without fear of reprisal, intimidation or harassment. Where employees are represented by a legally recognized union, establish a constructive dialogue with their freely chosen representatives and bargain in good faith with such representatives.

2. Prohibit Child LaborAdhere to minimum age provisions of applicable laws and regulations.

3. Prohibit Forced Labor and Abuse of LaborProhibit physical abuse of employees and prohibit the use of all forms of forced labor, including prison labor, indentured labor, bonded labor, military labor or slave labor.

4. Eliminate DiscriminationMaintain workplaces that are free from discrimination or physical or verbal harassment. The basis for recruitment, hiring, placement, training, compensation, and advancement should be qualifications, performance, skills and experience.

5. Work Hours and Wages Compensate employees relative to the industry and local labor market. Operate in full compliance with applicable wage, work hours, overtime and benefits laws, and offer employees opportunities to develop their skills and capabilities, and provide advancement opportunities where possible.

6. Provide a Safe and Healthy WorkplaceProvide a secure, safe and healthy workplace. Maintain a productive workplace by minimizing the risk of accidents, injury, and exposure to health risks.

7. Protect the EnvironmentConduct business in ways which protect and preserve the environment. Meet applicable environmental laws, rules, and regulations.

8. Compliance with Applicable Laws and StandardsSuppliers to The Coca-Cola Company and suppliers authorized by The Coca-Cola Company are required to meet the following standards, at a minimum, with respect to their operations as a whole:

9. Laws and RegulationsSupplier will comply with all applicable local and national laws, rules, regulations and requirements in the manufacturing and distribution of our products and supplies and in the provision of services.

10. Child LaborSupplier will comply with all applicable local and national child labor laws.

11. Forced LaborSupplier will not use forced, bonded, prison, military or compulsory labor.

12. Abuse of LaborSupplier will comply with all applicable local and national laws on abuse of employees and will not physically abuse employees.

13. Freedom of Association and Collective BargainingSupplier will comply with all applicable local and national laws on freedom of association and collective bargaining.

14. DiscriminationSupplier will comply with all applicable local and national discrimination laws.

15. Wages and BenefitsSupplier will comply with all applicable local and nationa wages and benefits laws.

16. Work Hours and OvertimeSupplier will comply with all applicable local and national work hours and overtime laws.

17. Health and SafetySupplier will comply with all applicable local and national health and safety laws.

18. EnvironmentSupplier will comply with all applicable local and national environmental laws.

19. Demonstration of ComplianceSupplier must be able to demonstrate compliance with the Supplier Guiding Principles at the request and satisfaction of The Coca-Cola Company

These minimum requirements are a part of all agreements between The Coca-Cola Company and its direct and authorized suppliers. We expect our suppliers to develop and implement appropriate internal business processes to ensure compliance with the Supplier Guiding Principles. The Company routinely utilizes independent third-parties to assess suppliers' compliance with the SGP. The assessments generally include confidential interviews with employees and on-site contract workers. If a supplier fails to uphold any aspect of the SGP requirements, the supplier is expected to implement corrective actions. The Company reserves the right to terminate an agreement with any supplier that cannot demonstrate that they are upholding the SGP requirements.

Quality

We ensure the quality and safety of our beverages through The Coca-Cola Quality System (TCCQS), our integrated approach to managing quality, environment, health and safety. We continuously review TCCQS to ensure it meets the most stringent and up-to-date global requirements related to food safety, as well as quality management methods, industry best practices and marketplace conditions.

In our ingredient evaluation laboratories, for example, we perform precise analyses of fruit juices and other ingredients sent to us by our suppliers, to ensure and to improve product quality. Our processes, too, undergo constant scrutiny, to safeguard the water we use in our products and the packaging that carries them to our consumers. We inform and educate our business partners about our standards so that they meet the highest quality requirements. Under TCCQS, quality is our highest business objective and our enduring obligation.

The Coca-Cola Quality System: a worldwide initiative involving every aspect of our business. Everyone who works for or with Coca-Cola is empowered and expected to maintain the highest standards of quality in products, processes and relationships. TCCQS mandates in-depth self-assessment throughout our operations, by all our business units. This enables us to continually raise our standards.

The latest version of our system-Evolution 3, launched in 2004-has been externally benchmarked against international quality standard ISO 9001. It also incorporates the Hazard Analysis Critical Control Point system.

Value Chain

Our SuppliersOur suppliers include those business partners who supply our system with materials, including ingredients, packaging and machinery as well as goods and services. At a minimum, all authorized and direct suppliers must comply with all applicable laws and regulations, including those concerning child labor, forced labor, abuse of labor, freedom of association and collective bargaining, discrimination, wages and benefits, working hours and overtime, health and safety, and environmental practices. All our new agreements with suppliers require compliance with our Supplier Guiding Principles.Our CustomersOur customers include large, international chains of retailers and restaurants, as well as small, independent businesses. Some of our customers are major corporations as globally familiar as the name Coca-Cola; others are the corner market or the local pushcart vendor.

Whether customers are large or small, we work with them to create mutual benefit. Helping them to grow their businesses helps to grow ours, too. Together with our bottling partners, we serve our customers through account management teams, providing services and support tailored to their needs.

Customer Development and Training: We provide support to smaller customers to help make their businesses more efficient and profitable. These centers provided training in general management, marketing, finance, inventory management and customer service-at no cost-to more than 21,000 independent retailers in 2005.

We also work with customers to broaden the range of beverages they offer, provide nutritional information and ensure our beverages are marketed responsibly.

Packaging - Why It Matters

Far from being a burden and waste, packaging adds value to products by extending the shelf-life of goods, minimizing breakage, reducing transportation and handling costs, safeguarding public health and providing product-use information and convenience to the consumer. The negative perceptions of packaging simply as a troublesome byproduct are at direct odds with the significant role it plays in society.

Recognizing the role of packaging in no way diminishes the need to further minimize its impact on the environment. In fact, in an emerging era of scarcer natural resources, rising energy costs and greater global environmental awareness, companies focused on long-term success are moving beyond simply limiting impacts and are working toward competitive packaging solutions that maximize social and environmental value.

About Bottling

One of our great strengths is our ability to conduct business on a worldwide scale while maintaining a local approach. At the heart of this approach is our bottling system. Before any of our 2,400 beverage products is consumed by anybody around the world, it has to be produced, packaged and distributed. Since we reach 6 billion consumers in over 200 countries, our bottling system has to be the best. Our business opportunities are enormous and our commitment to our consumers and communities is great.

WORKING WITH THE BOTTLERS

PLANET: We act as a responsible global citizen, focused on our environment efforts and making a difference wherever we engage.

PEOPLE: We inspire to be a great workplace where people are inspired to be the best they can be.

PROFIT: We maximize returns to our shareowners while being mindful of our overall responsibilities.

PORTFOLIO: We bring the global market place beverage brands that anticipate and satisfy peoples desires and needs.

PARTNERS: We actively nurture a winning network of beverages and bottling partners building mutual loyalty.

Our bottling partners are local companies so they are rooted in their communities, thinking and acting locally. They are employers, purchasers of local goods and services, good neighbors, and, of course, producers of the world's most popular beverages.

It's a big job, and sometimes it's done quite creatively. In Indonesia, for instance, boats transport Coca-Cola and our other brands between the many hundreds of islands that make up that nation. In the Amazon, where the main road is often the river itself, water-borne distribution is also common. In some of the higher elevations of the Andes, Coca-Cola is sometimes transported by four-legged power. Across much of Africa, bottlers deliver to thousands of family-run kiosks and home-based stores on which local economies depend.

Our System: How We Operate

Coca-Cola is often thought to be one brand made by one company. In reality, it is a vibrant business system, in more than 200 countries around the world, made up of The Coca-Cola Company and more than 300 Coca-Cola bottlers. Most of our bottlers are independently owned and not controlled by our Company.

Together with our bottling partners, we operate the most extensive beverage distribution system in the world. Known informally as the Coca-Cola system, this network of 848 plants, approximately 200,000 vehicles and more than nine million coolers and vending machines helps us to manufacture and distribute our products to customers and consumers around the world, where our beverages are consumed at a rate of more than 1.3 billion servings each day.

The Coca-Cola System

The Coca-Cola Company-- Owns the global Coca-Cola brand and owns or licenses over 400 other brands.-- Manufactures and sells beverage concentrate and syrup to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers.-- Manufactures and sells some finished beverages, both carbonated and noncarbonated.

Our Bottling Partners-- Combine our syrup with carbonated water or combine our concentrate with sweetener and water and/or carbonated water (depending on the product) to produce a finished beverage.-- Place beverages in cans or bottles and then transport the finished beverages to warehouses or to customer locations.

Our bottling partners operate the majority of Coca-Cola bottling and canning operations, producing and distributing more than 80 percent of our worldwide volume. The Coca-Cola Company also operates a limited number of bottling and canning facilities.

Bottling partners range from international and publicly traded businesses to small, family-owned operations. Although we invest in the majority of bottling companies, we have a controlling ownership interest in only a small number, meaning that the vast majority of bottlers operate with separate governance and management structures, and in accordance with applicable laws and customs. Our relationship with these partners is one of collaboration and support, based on mutual self-interest, common goals and shared values. We make every effort to positively influence environmental activities and policies throughout our bottling system and to provide information from both our Company-owned operations and our broader system.

Community

We live and work in more than 200 countries and have deep roots in communities around the world. We are connected to the lives and livelihoods of those communities. And we are intensely committed to the economic success and continued growth of these communities.

We contribute to economic success through our day-to-day business, by providing jobs in our own operations as well as jobs in businesses we touch along the way. We call it the multiplier effect, where we not only positively affect those directly employed by our business but also create and expand businesses that do business with us.

In addition to economic impact, we invest in local economies through substantive and locally relevant community programs. Wherever we operate, we work with local leaders, businesses and governments to identify community needs and aspirations. The resulting partnerships and programs are an important part of how we contribute to the well-being of the communities where we operate.

Economic ImpactThe Coca-Cola business is essentially a local one. With our bottling partners, we produce our products in more than 800 plants around the world. In those plants and other facilities, we employ local people, pay taxes to governments, pay suppliers for goods, services and capital equipment, and support community investment programs.

We support socioeconomic development in developing and emerging markets through economic opportunities and wealth creation as well as technology and knowledge transfer; local entrepreneurship; and other international investment.

Local Initiatives

The Company and our bottling partners contribute to a wide range of community causes in countries around the world. In keeping with the local nature of our business and the differing needs of individual communities, our approach is primarily a local one, with community investment priorities determined on a market-by-market basis. We work with people in communities and governmental organizations and NGOs to create and support projects most relevant to communities.

Responding to Local Needs: We support a wide range of initiatives that respond to specific local needs:

Health: Tackling such health issues as polio, tuberculosis, hepatitis, malnutrition and hygiene education

HIV/AIDS: Educational campaigns, condom distribution, HIV/AIDS orphanages, hospices

Micro enterprise: Supporting self-help groups, establishing funds, providing training

Cultural heritage and the arts: Promoting the arts and artists, preserving heritage

COKE PRODUCTS IN INDIA:

1. Coca-cola

2. Thumps Up

3. Fanta

4. Limca

5. Maaza

6. Kinley

7. Sprite

8. Minute Maid

Out of which

a. Coca-cola, Maaza, Kinley, Sprite, Minute Maid are Coca-Cola products

and

Thumps up, Limca, Fanta are the products of Parle which are purchased by the Coca-Cola Co.

PROFITABLE BRANDS ARE:

300ml - Maaza, Coke, Sprite

600 ml - all brands

2 litre All brands

STRATAS OF COCA-COLA Co. INDIA

India is been divided into three (3) stratas they are

1. North

2. South

3. Central

CEO

NORTH SOUTH CENTRAL

Note: Each strata/region has a Regional Vice President

DIVISION OF THE SOUTH INDIA FOR COCA-COLA INDIA

SOUTH(REGIONAL VICE PRESIDENT)

ANDRAPRADESH CHENNAI KERALA KARNATAKA

Note: Each state has an AREA GENERAL MANAGER (A.G.M)

A.G.M. for Karnataka is Mr. Krishnan

DIVISION FOR KARNATAKA UNIT OF COCA-COLA INDIA

The entire Karnataka unit is divided into mainly TWO (2) territories and accordingly there is general sales manager been assigned to each territory.

1. North Karnataka

2. South Karnataka

Note : The AGM for North Karnataka is: Mr. Vilas The AGM for South Karnataka is : Mr. Deepak

South Karnataka is further divided into

1. Bangalore city

2. Up-country consisting places like Mysore Mangalore, Tumkur, Kolar etc.

ORGANIZATIONS SALES CHART FOR KARNATAKA

AREA GENERAL MANAGER

GENERAL SALES MANAGER

SALES MANAGER

ASSOCIATE SALES MANAGER

AREA SALES MANAGER

SENIOR SALES EXECUTIVE

EXECUTIVE

SALES OFFICER

TRAINEE SALES OFFICER

RURAL SALES PROMOTER / MARKET DEVELOPERS

DISTRIBUTION CHANNEL OF COCA-COLA PRODUCTS FOR

RAICHUR, GADAG, HAVERI, NORH KANARA

BOTTLING PLANT (BANGALORE)

DEPOT (DHARWAD)

DISTRIBUTORS

(RAICHUR, GADAG, HAVERI, NORH KANARA)

RETAILERS

CONSUMERS

Note: For places like Bijapur and other big markets the distribution channel does not consist of the DEPOT at Dharwad, they directly get their stock from the Bangalore plant.

BANGALORE PLANT DETAILS

PLANT

ACCOUNTS LOGISTICS SALES H R MARKETING QUALITY CONTROL

The plant is divided into the following FOUR (4) departments,

1. ACCOUNTS

2. LOGISTICS

3. SALES

4. HUMAN RESOURCE

5. MARKETING

6. QUALITY CONTROL

TYPES OF OPERATIONS UNDERTAKEN BY THE COMPANY

Coca-cola India Holding, the intermix of the company-owned bottling operations (COBOs) and franchisee owned bottling operations (FOBOs) .

1. COMPANY-OWNED BOTTLING OPERATIONS (COBOS): COBO refers to the operations directly carried by the company. These COBOs have to work under the guidelines by the Coca-Cola Co. There are three (3) COBO units in South India they are at following places:

Bangalore (Biddi)

Andhra Pradesh

Chennai

2. FRANCHISEE OWNED BOTTLING OPERATIONS (FOBOS): FOBOs refers to the operations carried out by the FRANCHISERs

The plant at Hospet was initially a FOBO unit but now its been purchased by the company and soon the company operations will start in that plant.

DISTRIBUTORS DETAILS IN RAICHURCriteria for selecting the distributors:

The company looks at the prospects before permitting/authorizing for distributor. Therefore the criterias are as follows,

He should have a godown

Vehicles

Manpower

Deposit for cases/crates at the rate of 200 each

Liquid value

Distributors in RAICHUR1. Trimurthi

2. Desai

3. Tejasvi

Number of units possessed by distributorsIn season - 14 unitsIn off-season 6 units

* Units refers to the vehicles possessed by the distributors for local logistics

Factors influencing the assignment of areas to distributors salesman

1. An average number of outlets the salesman effectively works on. A salesman can handle 60 outlets on an average effectively in a day

2. Depending on the frequency of a particular route. The distributors follow three types of frequencies they are:a) Dailyb) Alternative daysc) Once a week

Note: Once in a week is only followed for the up country areas

PROMOTION

Promotions help the companies to increase the sales and also to develop the market

Coca-cola Co. India provides the following promotions to enhance its sales,

Trade promotions

Consumer promotions

Promotions to the sales representatives

Advertisements

Displays

TRADE PROMOTIONS CARRIED OUT BY COCA-COLA AT RAICHURTHE BASIS FOR SELECTING THE OUTLET TO GIVE THE TRADE PROMOTIONS:

The outlet needs to be a high volume outlet, i.e. that outlets which gives maximum business in short Red Outlet

The outlet where the competition is more or the competitor is concentrating

TYPES OF TRADE PROMOTIONS:-

The promotion activities purely carried out to attract the retailers to place orders. Basically this concentrates on the PUSH MARKETING STRATEGY

1. SCHEMES:

On a case of 300 ml bottles on every Cokes product the retailers get the scheme of 5 cases + 1 Case free. I.e. if the retailers purchase FIVE (5) cases they get a case free.

On the case of HALF litre on every Cokes product the retailers get 1Case + 2 half litre bottles. I.e. if the retailers purchase ONE case of Cokes Product then they get TWO(2) half litre bottles free

On the case of 1.5 litres / 2 litres on every Cokes product the retailers get 1Case + 1 respective litre bottle. I.e. if the retailers purchase ONE case of Cokes Product then they get ONE (1) respective litre bottle free.

QUANTITY PURCHASE SCHEME (QPS):

According to this scheme the retailers get some gift articles when they purchase certain number of cases or cross certain slabs a month.

The first slab is of 50 cases a month

The second slab of 50 to 100 cases a month

And the third slab of above 100 casesNote:

These schemes are not permanent in nature but they do depend on the budget given to Executive.

Further another point to note here is there is no discount given on the MARKET PRICE but the promotion is given only in the form of schemes i.e. free bottles respectively on the purchase made.

With respect to QPS there are certain conditions:- at least 12 (twelve) warm displays- the rack should be at least 75% full- It should purchase all the Brand Pack

3. COOLER PROMOTION:

Most of the outlets in the RAICHUR Market have the COOLER of Coca-cola. This facilitates the basic consumer attraction. It also helps the retailers to serve the CHILL COKE to the customers and delight its taste. Further it also acts as stimuli to the retailers.

4. RACK PROMOTION:

The basic display that attracts the consumers and arouses their desire to Coke is the display at the prime position. This can be easily done by placing the Rack in the prime position. Many outlets have both the Cooler and the rack

Recently the company has come up with the THUMP UP RACK which is to be placed outside the Red outlets.

Note: Red outlets are those outlets which provide Coca-cola with the maximum business.

DETAILS ON RED OUTLETS:

The Red outlets are divided as:

1. BRONZE

2. SILVER

3. GOLD

4. DIAMOND

The Basis for the above divisions are as follows

Bronze outlets are those outlets who sell less than 299 cases a Year.

Silver outlets are those outlets who sell 300 cases to 499 cases a Year.

Gold outlets are those outlets who sell 500 cases to 799 cases a Year.

Diamond outlets are those outlets who sell 800 and above cases a Year.

CONSUMER SALES PROMOTION

These are the promotion activities carried out to increase the consumption by giving various free benefits. These promotions are same throughout the country. These promotions are decided by the Marketing Department of the Company.

The recent Consumer promotion carried is

1. PET PROMOTION:

Here the consumers get CHATPATA Cheese Balls free with the every half litre bottle.

On every 1.5 litre and 2 litre TWO (2) cheese balls free.

2. QUANTITY PURCHASE SCHEME (Q.P.S.)

500 ml + 100 ml

2 litre + 0.25 litre

PROMOTIONS GIVEN TO THE SALES REPRESENTATIVES

The sales people get the incentives for their hard efforts.

Further if any new outlet is opened up by them they receive the incentive on that too.

If their targets are achieved they are apprised

The appraisal is based on Volume target and Red Scoring which is done by the third party.

DISPLAYS

As stated earlier display is an important factor especially with respect to the cold drink industry. As soft-drinks are not the planned purchase goods their purchase is initiated by the desire that arises when the consumers look at it. Hence display has a vital role to play in it.

The company promotes display not directly but indirectly. I.e. in the Promotional schemes provided to the retailer they do keep certain number of points to the display. Hence they ensure prime location for Cokes Products.

Ex. The new Thumps-Up display Rack contributes 5 points to the latest promotion given to the retailers.

BUDGET

Budget refers to the amounts given to the executives which help them to retain their customers (retailers) by providing them trade promotions. The budget given will decide the nature of trade promotions to be carried out.

The budget is given on basis of COST PER CASE (C.P.C)

I.e. Suppose 1 case has 5 Rs promotion to the retailers and suppose the sales figure is 10,000 units then the budget allocated will be

Rs 5 CPC X 10,000 units= Rs 50,000

Hence the budget keeps on increasing as the sales figure increases. Further the CPC amount will be decided by the marketing manager concerned.

SAMPLING

Selection of Sample:

Sampling allows us to concentrate our attention upon relatively small number of people and hence devote more energy to ensure that the information collected from them is accurate.

POPULATION:

People from the RAICHUR city.

SAMPLE FRAME:

Retailers and

Consumers from RAICHUR city.

SAMPLE UNIT:

Retailers who sell Cold-drinks

Consumers of cold drinks

SAMPLING SIZE: 150 UNITS.

Out of which 100 are retailers and

50 are consumers

SAMPLE METHOD:

For retailers Stratified Sampling

For Consumers Convenient Random Sampling

RESEARCH DESIGNThe research was divided into two parts they were,

1. Survey

2. Implementation

In the month of December survey was conducted and in the remaining period implementation was carried out.

Survey:

For the survey purpose the entire RAICHUR city was divided into three stratas,

1. Bus stand area which had places like Bus stand, Fort road, Khade Bazaar, Chavat galli, Shivaji Nagar etc.

2. College Road , Tilakwadi , Vadagoan, Shahpur etc.

3. Club road ,Sadhashiv nagar, Azam nagar, Nehru nagar, JNMC road Shiv Basav nagar etc.

As per the route planner provided by the company the survey was conducted through questionnaires.

Implementation

After the survey was conducted the Implementation work was carried out for the surveyed outlets, during the remaining period i.e. 16 weeks (2 days in a week from Jan 07 to April 07).

In this procedure the visits were made to the outlets along with the company vehicle and seen that the different problems encountered with the outlets during the survey were sorted out and seen to it the promotional activities were actually implemented.

The problems of display, Credit etc was known during survey. So these problems were solved during the implementation part. The main problem of the credit due to which the sales had fallen down was also taken into the concern and now the credit facility is given to all the retailers in RAICHUR city keeping in mind their past transactions

DATA COLLECION APPROACH: Data was collected through two sources,

Primary sources:

a) Questionnaire

b) Personal interaction

Secondary sources:

a) Related information from internet:

b) Organization Report

DATA COLLECTION METHOD:

RETAILER AND CONSUMER SURVEY

PERSONAL INTERVIEW OF SALES EXECUTIVE

DATA COLLECTION TECHNIQUE:

QUESTIONAIRE

PERSONAL INTERVIEW

MEASURMENT TECHNIQUES:

This project is analyzed with the help of SPSS software wherein the data is analyzed with the help of

Bar Graphs

Frequency tables

Percentage tables

Cross tabs

CHAPTER-III

FINDINGS AND RESULTSFINDINGS FOR RETAILERS

Q1) Is the brand order maintained?

Statistics

NValid100

Missing0

FrequencyPercentValid PercentCumulative Percent

ValidYes6060.060.060.0

No3838.038.098.0

Not applicable22.02.0100.0

Total100100.0100.0

The chart shows that in 60% of the outlets the brand order is maintained and the remaining 38% do not maintain the Brand order, and in rest 2% this question was not applicable as they had no display.

Hence brand order is the company norm which the retailers have to maintain in order to participate in the sales promotion contest.

Q 2) Different promotional activities given to the retailers?

Statistics

NValid100

Missing0


ValidSchemes7676.076.076.0

No2424.024.0100.0

Total100100.0100.0

The above chart shows that the company is indulged in giving schemes as the promotion to 76% of the retailers. Whereas for the remaining 24% no schemes are given because they are not as potential as the others.

Therefore the company has to give/provide some or the other small schemes to the remaining 24% in order to retain them because during the survey it was found that these were dissatisfied and wished to stop the sales of coke

Q 3) Have purchased Coke's product because

Statistics

NValid100

Missing0


ValidI wanted stocks22.02.02.0

Company representatives forced11.01.03.0

Customers demand9797.097.0100.0

Total100100.0100.0

The above chart the company has built its brand image in RAICHUR Market and therefore there is a huge demand from the customers. Hence 97% of the retailers purchase the Coke products because of customers demand.

Whereas 1% of the retailers purchase it due to the company representatives force and remaining 2% purchase only for the schemes provided.

This shows that the Company is following the PULL strategy

Q 4) Do you have any problem with respect to the service of Coke?

Statistics

NValid100

Missing0


ValidYes1111.011.011.0

No8989.089.0100.0

Total100100.0100.0

According to the above chart 89% of the retailers do not have any problem with respect to the service provided by the company. But the remaining 11% retailers have the problem with respect to the service.

Cross tabulation

Q 5) Do you have any problem with respect to the service of Coke * If 'Yes' handled on time ?

Case Processing Summary

Cases

ValidMissingTotal

NPercentNPercentNPercent

Do you have any problem with respect to the service of Coke * If 'Yes' handled on time1111.0%8989.0%100100.0%

Count

If 'Yes' handled on timeTotal

AgreeDisagree

Do you have any problem with respect to the service of CokeYes4711

Total4711

From the surveyed outlets 11% of the retailers had some problem with respect to the service of the company out of these 11%, 4% agree to it that their problems were handled on time. Whereas the remaining 7% said their problems were not handled .

Therefore the company needs to concentrate on these 7% who have complaints with respect to the companys service level. So that 100% satisfaction is achieved and better relationship is built.

Q 6) Does the retail outlet has

Statistics

NValid100

Missing0


ValidGlow sign Board11.01.01.0

Cooler9090.090.091.0

Rack77.07.098.0

No display22.02.0100.0

Total100100.0100.0

The above chart shows that the company has given cooler promotion to 90% of the outlets surveyed. Remaining 1% has glow sign board, 7% has Racks and for the remaining 2 % there was no display.

Hence it shows that the company is concentrating on displays by understanding its importance.

Q 7) Nature of outlets

Statistics

NValid100

Missing0


ValidCoke88.08.08.0

Shared9292.092.0100.0

Total100100.0100.0

From the above chart it is clear that out of the 100 shops surveyed 92% were shared outlets and the remaining 8% were Coke monopoly outlets.

Pepsi monopoly was not known as the survey was done only according to the list provided by the company.

Q 8) what is the mode of payment?

Statistics

NValid100

Missing0


ValidCash9090.090.090.0

Credit1010.010.0100.0

Total100100.0100.0

The above chart clearly shows that the company is following cash and carry policy. Hence 90% of the shops surveyed had Cash as their mode of payment and the remaining 10% had credit as their mode of payment.

This credit was basically followed at Shahpur area.

Cross tabulation

Q 9) Mode of payment * If 'credit' period is

Case Processing Summary

Cases

ValidMissingTotal

NPercentNPercentNPercent

Mode of payment * If 'credit' period is1010.0%9090.0%100100.0%

Count

If 'credit' period is

Total

15daysBill to BillWeek

Mode of paymentCredit26210

Total26210

The above chart shows the details of the credit period provided to the retailers.

Out of the 10% retails shops to which credit is provided 2% shops are given 15 days of credit, 6% are given Bill to Bill credit and remaining 2% are given a week credit.

Q 10) Would you like to take additional stock if promotions given?

Statistics

NValid100

Missing0


ValidYes8484.084.084.0

No1616.016.0100.0

Total100100.0100.0

The above chart clearly shows the importance of the promotions as 84% of the retailers surveyed agree to purchase additional stock when promotion is given. Where as remaining 16% believe that there would be no impact of promotions on their sales.

RESULTS AND FINDINGS FOR THE CONSUMERS SURVEY

Q1) You drink Coke because

Statistics

NValid50

Missing0


ValidAdvertisement Effect1632.032.032.0

Product Taste2550.050.082.0

Influence by near and dear one's714.014.096.0

Display24.04.0100.0

Total50100.0100.0

The above chart shows that out of 50 consumers surveyed 32% drink coke due to the advertisement effect, 50% drink it due to its difference in taste, 14% drink it because of the influence by near and dear ones , 4% thirst arise by seeing the display.

Hence we say that first TASTE and second ADVERTISEMENTS play an important role in influencing people.

Q 2) when said of soft drink ad which ad strikes your mind first ?

Statistics

NValid50

Missing0


ValidPepsi Products2040.040.040.0

Coke's products3060.060.0100.0

Total50100.0100.0

The above chart shows that the ads of Coke product do have a better impact on consumers mind when compared to the Pepsi Products. Hence 40% of the consumers say they like Pepsis ad and the remaining 60% consumers surveyed like the ads of Cokes products and believe it has a better impact.

Q 3) Thinking Coke's products advertisement to be human specifies its life time.

Statistics

NValid50

Missing0


ValidNo life24.04.04.0

Short period2346.046.050.0

Sufficient long1734.034.084.0

Long Life816.016.0100.0

Total50100.0100.0

The above chart shows the life that the Cokes ads. have I.e. the impact of ads. On the consumers mind. This chart shows that 4% consumers surveyed believe that it has no life, 46% believe it has Short life, 34% believe it has sufficient long life and remaining 16% believe it has long life.

So on an whole it can be said that the ads of Cokes products remain into the consumers mind from short to sufficient long period.

Q 4) Does the consumer receive the consumer promotions given

Statistics

NValid50

Missing0


ValidYes2754.054.054.0

No2346.046.0100.0

Total50100.0100.0

The above chart shows that the 54% of the consumers receive the consumers promotion given by the company, where as the remaining 46% do believe they do not get the promotion given.

This 46% is a too big figure hence the company executives need to pay a lot of attention to see to it that the outlets give the necessary promotions on the cokes product to the customers. Further the company should also make efforts why the promotions are not given and try to solve the problem as it directly affects the brand image.

Q 5) Do the promotions given by coke ignite your desire

Statistics

NValid50

Missing0


ValidYes2448.048.048.0

No2652.052.0100.0

Total50100.0100.0

The above chart shows that 48% of the consumers surveyed enjoy the promotions given by the Company. The remaining 52% do not enjoy the promotions given by the company.

Hence the company needs to seriously think on it and provide such promotions that attract the consumers.

Q 6) which of the promotion do you find the best?

Statistics

NValid50

Missing0


ValidScratch Cards1326.026.026.0

point Games12.02.028.0

Free Chatpata Balls816.016.044.0

Free Quantity2856.056.0100.0

Total50100.0100.0

The above chart shows 56% of the consumers surveyed like the free quantity promotion, 26% like the scratch card offers, 16% like the free chatpata balls offer, remaining 2 % like the points game.

Q 7) I will drink Coke even if promotions are not given

Statistics

NValid50

Missing0


ValidYes2754.054.054.0

No2346.046.0100.0

Total50100.0100.0

The above chart shows that 54% of the consumers who will drink coke even if the promotions are not given, remaining 46% do say they are also interested in the promotions. This 46% of the consumers play an important role so these 46% people show the importance of the promotions.

Q 8) I do not switch to Pepsi if coke not available with the retailerStatistics

NValid50

Missing0


ValidYes1530.030.030.0

No3570.070.0100.0

Total50100.0100.0

The above chart shows 70% of the consumers surveyed are not brand loyal that will shift their taste if Coke is not available in the store. The remaining 30% of the consumers surveyed are Brand Loyal who stick only to COKE.

So the availability of the product in the store is very important to maintain the market share.

FINDINGS

The project revealed the following

1. 92% of the outlets surveyed are shared.

2. The Brand order which is an important company norm is not followed by 38% of the retailers.

3. The company concentrates on Schemes promotion to retailers hence 76% of the retailers surveyed gets scheme promotion and the remaining do not get any promotion.

4. The Company is successful in building its image in the minds of the consumers and hence is successful with its PULL STRATEGY; hence 97% of the retailers say they purchase coke products because of customers demand.

5. 90% of the outlets surveyed had a cooler for display.

6. The company follows cash and carry with 90% of the retailers surveyed, but it is this policy which has severely affected its sales and in-turn market share. The 10% credit facility is given at the places like Shahpur and Vadgoan the credit facility is available, where as in all the other places there is no credit facility.

7. 7% of the retailers who had service problem believe that their problems were not handled on time.

8. 84% of the retailers surveyed believe that their stock order will increase if trade promotions given. Hence trade promotions are very important to be into the market as only consumers promotions will not fetch market share. Because when the product is not available into the store the people will shift to the competitors product

9. The taste of the product and advertisement has considerable impact on the sales of the product. Hence 50% of the consumers surveyed drink Coke because of the unique and the strong taste that it has, further 32% of the people drink it because of advertisement effect.

10. 60% of the consumers surveyed say that the ads of Coke products advertisements are more attention catching then that of Pepsi products ads.

11. 46% of the consumers say that the ads have short period impact on their minds where as 34 % consumers surveyed have sufficient long time impact of ads. On their mind. Hence the ads. are not in the position to create much long term impact on the consumers mind.

12. 56% of the consumers are more interested in extra quantity promotion. The other promotions given do not ignite the mind of the people; hence 52% of the consumers say the promotions given by coke do not ignite their mind. Further only 54% of the consumers surveyed receive the promotions given by the company.

13. Availability of stock with the retailers is very important or else the customers will switch to Pepsi products, because 70% of the people say they will switch to other brand if coke is not available with the distributor.

SUGGESTIONS

1. As most of the consumers are interested in the free quantity promotion it is suggested that the company concentrates on this more than on other promotions like free chatpata balls etc.

2. Many retailers are availing the scheme of 5+1 and are happy with it so the same should be continued.

3. As there was the major problem due to not giving of credit facility so to gain back the market share the company at least has to give Bill- to -Bill credit facility to the retailers to avail the different sales promotion given by the company and hence increase the market share.

4. As road shows are important aspect of promotion the company should indulge in this activity.

5. The company should have the get together of the retailers half-yearly which will not only educate them on the policy of the company but will also increase their brand association.

6. The ads should be made more effective so that they have a long term impact on the consumers mind

7. 46% of the consumers surveyed do not receive the consumer promotions given so the Company should look into the reasons for it. They can also give certain benefits like a Re handling charges to those retailers who help them carry out consumer promotions.

8. As 70% of the people will switch to competitors brand if Coke products not available so it should be seen that the retailers does not fall short of the products by having an effective distribution channel.

CONCLUSION

Hence to conclude promotions play a very important role in any business let it be the promotion of any kind. Therefore the company should enhance its promotional activities to be market leaders, but carefully by concentrating more on effective promotions because of cost incurred on them.

CHAPTER-IV

QUESTIONAIRE FOR CONSUMERS

1. You drink coke because ofa) Advertisement Effect b) Product tastec) Influence by near and dear ones d) Display

2. When said of soft drink ad which ad strikes your mind firsta) Pepsi products b) Coke products

3. Thinking Cokes products advertisement to be human specify its life time.a) No life b) Short period c) Sufficient long d) Long

4. Does the consumer receive the consumer promotions givenYes No

5. Do the promotions given by coke ignite your desire Yes No

6. Which of the promotion do you find the best a) Scratch Cardsb) Points gamec) Free Chatpata Ballsd) Free Quantity (500+100)

7. I will drink Coke even if promotions are not givenYes No

8. I do not switch to Pepsi if coke not available with the retailerYes No

QUESTIONAIRE FOR RETAILERS

1. Name and address

2. Is the brand order maintained in Coke, Lime, Juice orderYes No Not applicable

3. The different promotional activities carried out by Coke Co.a) Schemes Discounts Scratch Cards Membership coupons No

4. I have purchased Cokes product becauseI wanted stocks Companys representatives forced Customers demand

5. Do you have any problem with respect to the service of the companyYes Noif Yes , handled on timeAgree Disagree

6. Does the retail outlet hasGlow sign board Cooler Rack Flanger NO

7. What is the nature of the outletCoke Pepsi SharedIf Pepsi is it ready to be shared if promotional activities givenYes No

8. What is the mode of PaymentCash Creditif credit period is15 days Bill to Bill Week

9. Would you like to take stocks id discounts or other promotions given.Yes No

BIBLOGRAPHY:

All the information needed to complete this project is obtained from the following sources:

1. Mr. Rajesh Coke Sales Executive for south Karnataka.

2. Company Website: www.coca-cola.com3. Search Engines

4. Market Developers.

5. Distributors

6. Marketing Research Book by Tull and Hawkins

7. Advertising and Promotions by Belch and Belch

PAGE Synergy Institute of Management RAICHUR

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