Marketing Strategies & Promotional Activities of Coca-Cola

Summer Training Project Report
On
Marketing strategies & promotional activities

of Coca- Cola
Submitted in partial fulfilment of the requirement of the award of degree in

Master of Business Administration
(Session 2009-2011)
Submitted to: Submitted by:

Controller of Examination MANOJ KUMAR
M.D. University, Rohtak. Roll No-09/MBA/028
MBA 3rd Semester
B.S.A.I.T.M.,Faridabad
B.S.Anangpuria Institute of Technology

& Management
Alampur, Faridabad.
CONTENT
1) INDUSTRY PROFILE
2) COMPANY PROFILE
I) INTRODUCTION OF THE COMPANY
II) ORGANISATIONAL SET UP & STRUCTURE
III) PRODUCTION PROCESS
IV) SEGMENTATIONOF SOFT DRINK
3) STUDY MATERIAL
I) INTRODUCTION OF THE STUDY
II) OBJECTIVES OF THE STUDY
III) SCOPE OF THE STUDY
IV) LIMITATION OF THE STUDY
4) RESEARCH METHODOLOGY
5) COLLECTION OF THE DATA
6) DATA ANALYSIS &INTERPRETATION
7) FINDINGS OF THE STUDY
8) CONCLUSION & SUGGESTION
BIBLIOGRAPHY
ANNEXURE
TO WHOM SO EVER IT MAY CONCERN
DATE :-
Certify that the Project Report titled " Marketing Strategies &
promotional activities of Coca- Cola " with special reference to “
COCA-COLA INDIA INC. has been prepared by Manoj kumar, Roll No.
09/MBA/028, (2009-2011)under my direct supervision and guidance.
This Project Report has been prepared by a comprehensive and deep

study on the topic.
The efforts for the completion of this Project Report for Partial
fulfillment of the Degree of Business Administration is praise worthy.
I strongly recommend this report for evaluation.
I wish him all then success in life.
HR-MANAGER
i . ex e
TO WHOM SO EVER IT MAY CONCERN
It is certified that Mr. MANOJ KUMAR Roll N. 09/MBA/028, is a

student
of MBA 3RD SEM.
He has completed his summer training project titled
MARKETING STRATIGIES & PROMOTIONAL ACTIVITIES OF COCA
COLA, under my guidance and I found his project work quit
satisfactory.
The project is an original work and has not been submitted to any
other
university or college for the award of any other degree.
Project Guide
Principal
ACKNOWLEDGEMENT
It is my proud privilege to place on record my deep sense of gratitude

to my project guide all faculty member MBA Department, BSAITM
College, Faridabad, for his guidance of supervision.
And I am highly indebted to Mr. Vinay Dubey (Sales Executive

Gurgaon, CCI Inc.) for his guidance to me at every step during my
training, support and encouragement.
I am also obliged to Mr. Venket Raman (ASM, gurgaon, COCA COLA

INDIA INC. ) for providing me a chance to do training in such a
prestigious organisation. Further, I would like to thank the
management of New Delhi Plant also. My thanks also goes to my family
especially my father and mother for inspiring me to do M.B.A.
I would also like to thank my friends and well wisher for support and
encouragement.
Last but not least I would like to thank the distributor and retailers in
gurgaon of Cola- Cola for their co- operation
MANOJ KUMAR
PREFACE
Keeping in view the need of submitting project report for the "M.B.A
course this project report has been prepared. The topic of this project
report is “Marketing Strategies & Promotional Activities of
Coca- Cola ". This "Project Report" is the collection of facts of my
eight weeks training in Enkay tower,Udyog vihar-v, Gurgaon . Today is
the era of cut throat competition, especially in soft drink market there
is server competition. And the importance promotion as a
management tools and increased nowadays. Sales Promotion of a firm
contribute up to a great extent in its success in today's era. The main
concern of my study is to have knowledge and an idea about Sales
promotion of Coca- Cola India Inc. and suggest measure for improving
promotional activities. The whole report is divided in several chapters
to deal with topic in a proper way. The training gave me a chance to
have practical experience and also the reali theoretical knowledge
which I am getting in 'M.B.A'.
Chapter-1
Industry Profile
Soft drink market demand is very strong in all over the world. Now
there are two major company of Soft drinks Coca-Cola & PepsiCo
which are competitors to each other.
The company consists of Frito-Lay North America, PepsiCo Beverages
North America, PepsiCo International and Quaker Foods North America.
PepsiCo brands are available in nearly 200 countries and territories
and generate sales at the retail level of about $92 billion.
Some of PepsiCo's brand names are more than 100-years-old. PepsiCo
was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998 and PepsiCo merged with The Quaker
Oats Company, including Gatorade, in 2001.
PepsiCo entered India in 1989 and has established a business which
aims to serve the long term dynamic needs of consumers in India. The
group has built an expansive beverage, snack food and exports
business and to support the operations are the group’s 37 bottling

plants in India, of which 16 are company owned and 21 are franchisee
owned. In addition to this, PepsiCo’s Frito Lay snack division has 3
state of the art plants.
The world's largest beverages company Coca-Cola begins more than
century ago. The Coca-Cola Company's world head quarters in Atlanta
Georgia (U.S.A).
On May 8, 1886 was particular day when the worlds largest favourite
soft drink was made by the pharmacist. Dr. John Styth Pernaberton.
That same day that new product made its debut as a soda fountain
drink for five cents a glass. At same point by accident or design,
carbonated water was mixed with the syrup to create that would
become the world's favourite soft drink. Dr. Pemsaron's partner and
book- keeper Frank M. Robinson suggested the name Coca- Cola, it
has two Cs would look will in advertising and they penned the famous
trade mark in his new favourite script.
After making soft-drink, he began to advertise and on May 29, 1886
the first advertisement Coca-Cola "Delicious and Refreshing". In 1886,
the average sales was nine drinks per days.
Dr. Pemberton had thought about the potential of the beverage, which
he had created, after the demise of Pemberton in the year of 1888 an
Ationta druggist and businessman, Asa G Candler actively purchased
the out standing shares of Coca- Cola, because he knew the potential
of the Coca- Cola and in 1891 he invested $2300 and acquired
complete control.
Mr. Candler had enough knowledge of marketing. He pioneered the
concept of Coupling by distributing complementary glasses of Coca-
Cola. He did something to promote the beverages on such items as
calendars, fountain and clock, sales increased ten fold. He had first
registered the trademark "Coca-Cola" in the United States Patent
Office on January 31, 1893 and had been renewed periodically.
In 1894 the company opened its first syrup manufacturing plant
outside Atlanta in Dallas Texas and the following year another plants
opened in Chicago and Los Angeles. In 1894 merchant Joseph A
Bidenharm of vicksuburg, Mississippi became the first batter of Coca-
Cola when he installed bottling machinery in his candy store. In 1889
large scale bottling began when Benjamin F. Thomas and Joseph while
head of Chattangoga. Tennorre, Secured from chandler for $1
exclusively right to bottle and sell Coca-Cola nearly everywhere in the
United States.
After opening the first bottling plant same year John T. Lopton,
entered into the business of Coca- Cola, and he did contrast with
entrepreneurs to establish community bottling operations and
exclusive territories to market Coca- Cola that began today's
worldwide network of bottling companies, most of that are still locally
owned and operated. And now today the bottling system has become
a backbone of the Coca-Cola company's soft drink operations, and
makes Coca-Cola a local product for consumers around the globe.
In 1919 the owner of the company again changed, candler sold the
Coca-Cola for $25 million to Atlanta banker Ernes Woodruff. Ernest
Woodruff’s33 years old son, Robert was elected president of the Coca-
Cola Company. He reincorporated the business as a Delaware
Corporation and 5,00,000 shares of common stock were sold publicity
for $40 per share. Rober Woodruff was a very enthuiasic person, he
wanted to give the company a new way and to take the company to
greater height.
In 1967, Duncan foods, a coffee produce was acquired by the
company and led to the formation of the Coca-Cola Company's food
division.Which has known as the minute maid company. A new
product wine was manufacturing in the United states from 1997 to
1983.
In 1991, The company and the Nestile S.A. formed joint venture
company, it was established primarily to manufacture, market and
distribute ready to serve tea beverages and coffee beverages under
the trademark Nestle and Nescafe respectively. This joint venture was
established on a world wide basis with the exception Japan.
Formation of Coca-Cola beverages stated in a very simple way, but
toady it has spread world-wide. It has a wonderful history and exciting

future. Despite having many ups and down in its way it went on ahead
and today it is a house hold name and a favourite among its
customers.
Chapter-II
COMPANY PROFILE
(1) Introduction of the company
(2) Organisational Setup & Structure
(3) Production Process
(4) Segmentation of Soft drink Market

Introduction of the company
A soft drink is a non alcoholic beverages. It is artificially flavoured and
contains no fruit or pulp. The first principle of philosophy of coke that
it can be substituted only by coke. It may be Camapa- Cola. Thums-
Ups. But is has to be Coke. A Coke can never be replaced by tea
coffee, bear, wine or water perhaps Cola is life style. Cola is a way of
thinking, Cola is a culture.
India is the second largest country in the world in terms of population.
It is one of the largest consumer market with the development of
economy.
Coca- Cola (An USA base Company) was the first soft drink company
in India which stated in business in 1958, Gradually, it becomes the
part and parcel of the life of the urbanities particularly in Bombay. It
was launched with an investment of Rs.6.6 Lakh only which made a
turnover or Rs.12.98 Lakhs the very next year with a gross profit of
Rs. 3.97 Lakh and it expanded into a giant 100 crores. Complex of 22
bottling plants, the product or which were retailed through 2,00,000

outlets. The phenomenal capacity of Coca-Cola's 22 bottling plants
approximated 30 lakh bottles a day.
But in 1977, during the reign of Janta Party. The Indian Govt. imposed
restrictions on the company.
After the exit of Coca-Cola from India, the first national Cola drink was
Double Seven, In the mean time, pure drinks, Delhi, Switched over to
Campa Cola in the market.
The beginning of 1980 saw the birth of another Cola drink, Thums- up
(it was actually launched in 1978-79) by parle as " The Refreshing
Cola" by the mid eighties, there was Thrill by Mc. Dowells and by the
late eighties there was Double Cola.
In 1978, parle led the Indian soft drink market (share 33%) with its
Gold spot and Limca brands, Later Thums- Up also started contributing
to its growth. In 1983 its market share was 43% in 1987.44% and in
1990. It had reached 70%. This has been due to growing popularity of
Limca and Thums- Up.
In 1990 about 13 years after the exit of Coca-Cola from India another
giant American MNC, PCL (Pepsi Food Limited) came in the market.
Thus, in the decade of 90's Pepsi and parle were the only two main
competition in the soft drink market, there was a cut through
competition between them.

In 1993, the Coca- Cola re-entered the Indian soft drink market and
acquired five major brands of parle L.E. Thums-Up, Limca, Citra Maaza
and Gold Spot. Thus Coca-Cola and Pepsi are the only giant MNC in the
soft drinks market which are indulge in Cola war to gain a clear edge
over the other.
ORGANISATIONAL STRUCTURE
Coca- Cola India Inc.

General Manager
Financ HRD Marketi Producti

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Asst Executi
HR ve Adm
Sales Marketi Shipping Chemic Produ

Manag ng and ware al Room ction
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Manage
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ASM ASM
Worke
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Sales Marketi
Execut ng
ive Executiv
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Gurgaon
Area General
Manager
Financ HR Sal Producti

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Asst.
Manag Shoppi Che Pro
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ware l tion
housing Roo Sup
m ervi
sion
Ass Execu
t tive
HR Adm
ASM ASM ASM ASM ASM
Sale Sale Sales Sale Sale

s s Executi s s
Exec Exec ve Exec Exec
utiv utiv utiv utiv
e e e e
PRODUCTION PROCESS
RAW MATERIAL INPUT
A soft drink bottling plant require following raw materials
 Sugar
High purity crystal sugar is required to produce the sugar syrup for
soft drink
 Essence
Different flavours require different essence. Essence used in the

production process is of high quality
 Water
The raw water is taken out from grounded pumps. Water quality is
being strictly adhered through regular sampling and analysis
 Co2 Gas
Co2 Gas of the required purity is being carried on from different

suppliers
 Crown Cork
It is used for closing the bottle mouth to make it completely are tight
ABOUT THE PRODUCTION PROCESS
WATER TREATMENT PLANT
Water in the COCA COLA INDIA INC.. New Delhi is coming from its own
pumping set. It is stored in reservoir. Before ensuring production the
raw water is being treated in the water treatment plant. The process
involved is known as coagulation process. The main chemicals used
are Ferrous sulphate. Calcium hydroxide and Chlorine. Initially water
is treated with all the chemical in a treatment tank and become turbid.
All impurities get settled at the base and remove the turbidity then it
is sent to the carbon tank where all the micro organism and chlorine's
are removed. The water so obtained is completely free form any kind
of impurities and maintained until as much as 50 ppm.

BOTTLE WASHING PLANT
Used bottle returning from the market is stealthy. It is completely an
auto process which takes place within a machine the machine has
three compartment. Bottle for washing are placed on cover come
inside the machine and get successive treatment. Bottle are treated
with 4% Caustic Soda in the first compartment having temperature of
100-1500F. In the next phase they are conveyed to the second
compartment where bottles are again treated with 2% of Caustic Soda
at temperature of 1200F. In the third compartment bottles are treated
with soft salter Time duration in each compartment is 10 minutes.
Bottles are then sent through the inspection centre where these are
watched against strong light.

SYRUP ROOM
Here syrup is prepared from filtered water sugar and the essence. The
room is well equipped with several tanks and filters. The fire stone is
heating tank, in which syrup is actually prepared Calculated amount of
syrup along with essence and water are being heated upto 850 C thus
a saturated solution is being prepared. Syrup is sent through a
machine called filter press. Syrup is filtered here. Filtered syrup is next
passed through a para flow cooler when by recycling and glycol
method, the temperature of the syrup is called down to 20-250C.
Cooled syrup is then stored in syrup tanks.
Now syrup comes to the Traumatic Machine. Here syrup is mixed with
carbonated water under pressure in definite proportion. Inspected
bottles gradually come under the Filtration machine. Carbonated
syrup by this time fills the filler machine. From this machine syrup is
poured into the bottles in calculated amount. The exact rate of filling
is 400 BPM meanwhile crowner machine helps in closing the bottle
mouth with the help of caps completely air tight.
While filling up the bottles of Thums Up & Limca room temperature
should be around 2.50C to 30C whereas for Coca- Cola & Fanta the
temperature should be around 20C.

Ready bottles are again sent through an inspection centre for through
examination on Conveyer Next they are carried on a round table
where they are collected and shipped for the market.

SEGMENATION OF SOFT DIRNK MARKET
Soft Drink is a product which is non alcoholic in nature, artificially,
flavoured & it contains no fruit, juice or pulp. It is very popular through
out the world and sincerely purchased by consumer for quenching
thirst in summer and also to have cooling refreshment
Basis:- Type of Product
Non Alcoholic
Soft Drinks
Soft Drinks Fruit Drinks

sunfill Rasana
Squace etc
Carbonated Non
Soft Drinks Carbonated
Soft Drink
Maaza, Slice,
Frooti, Jumpin
Cola Products Non Cola
Thums up Products
Coke Pepsi Orange
Pepsi Aha Diet (Fanta,
Coke Mirinda Lime)
Clear (Sprite,
7Up, Canada
Dry, Mountain
Dew)
Chapter-III
(1) Introduction to the study
(2) Objectives of the study
(3) Scope of the study
(4) Limitation of the study

(1) INTRODUCTION OF THE STUDY
It is said that sixties was the decade of ENGINEERS, seventies was of
DOCTORS, eighties was of CHARTERED ACCOUNTANTS and the
decade that just passed away, i.e. nineties was of M.B.A. And still the
scope of M.B.A, is very good. The main reason for this change is the
process of globalisation and Liberalisation which is still on in our
country.
Today's economy is not simple as before. The new economy is based
on digital revolution and management of information. The customers
nowadays are more empowered and aware than before. The
propensity to consumer among the consumers is highest in most
parts of the world including our country. The process of "Globalisation"
is the process of integration of world's economies. This process has
positively affected our economy up to a great extent. Internationally
India, the world's largest democracy, is already regarded as an
emerging economic power with potential to rank among the first five
major nations of 21st century. India is one of the fastest growing
economies of the world along with china.
In this age of servers competition, promotion is the only marketing
tools which can be manipulated easily. The reasons is that the present
era is of information management. And the company which
communicates well succeeds.
The purpose of my study is to test effectiveness of the promotional
activities of coca-cola India inc in the present globalised economy of
India. To test the effectiveness of promotional activities of coca- cola I
conducted exhaustive study and analysis of market conditions of soft
drink during my training in Gurgaon. And I found that promotional
activities conducted by the company are satisfactory but they need
certain improvement.
(2)OBJECTIVES OF THE STUDY
Every research and study has some purpose to goal for which it is
conducted. My study of "MARKETING STRATEGIES & PROMOTIONAL
ACTIVITIES of Coca- Cola" has the following objectives.
1. To test the effectiveness of promotional Activities of Coca-Cola in
the present circumstance prevailing in the market.
2. To see how much the promotional activities are successful in
popularizing the company's products and pulling the consumers
towards the company.
3. To compare the effectiveness of coca- cola's "Promotional activities"
with its rival's i.e. Pepsi's promotional activities.
4. To see that whether the final consumer of coca- cola and
intermediaries are getting proper benefits from sales promotional
activities or not.
5. To judge the popularity of ads and the popularity of brand
ambassadors and ambassadors of Coca- Cola.
6. To appraise the personal selling efforts directed by Coca-Cola.
7. To see that whether public relations activities are done properly and
are good enough according to the need of time.

8. To suggest measures to further improve the promotional activities
of Coca-Cola and make it more competitive.
(3) Scope of the study
In this age of servers competition, promotion is the only marketing
tools which can be manipulated easily. The reasons is that the present
era is of information management. And the company which
communicates well succeeds.
Today is the era of cut throat competition, especially in soft drink
market there is server competition. And the importance of promotion
as a management tools and increased nowadays. Sales Promotion of a
firm contribute up to a great extent in its success in today's era. So we
can say that promotional activities play important role in increasing the
sales.
The Scope of my study is to give suggestions to coca- Cola India inc for
further improvement in promotional activities after testing the
effectiveness of the promotional activities of it.
To get comparison about the effectiveness of coca-cola's "Promotional
activities" with its rival's i.e. Pepsi's promotional activities Which will be
helpful in suggest measures to further improve the promotional
activities of Coca-Cola and make it more competitive.
The main concern of my study is to have knowledge and an idea about
the Marketing strategies of COCA COLA INDIA INC and suggest

measure for improving promotional activities. The training gave me a
chance to have practical experience and also the realize theoretical
knowledge which I am getting in 'M.B.A'.
(4) LIMITATION OF THE STUDY
The whole work is based on areas falling under Udyog vihar & DLF. The
surveyed areas are just small divisions of the large market due to lack
of time, financial & transport problem. So my research cannot be
generalised on state or national levels. I have contacted only 100
retailers, 10 Distributor and 200 consumers for assessing the
effectiveness of the promotional activities of Coca- Cola. The people
who have been contacted from a very small part of whole soft drink
market.
Chapter – IV
RESEARCH METHODOLOGY
RESEARCH PROBLEM
To assess the effectiveness MARKETING STRATEGIES of 'coca-cola' and
judge them in comparison to the MARKETING STRATEGIES of its rival
'Pepsi' are the objectives of my study. In other words, these are the
problems for which research in conducted.
RESEARCH DESIGN
Systematic Random sampling method has been used to do survey for
the purpose of research. I have contacted the people in general to
asses the advertising popularity. Retailer and distributors have also
been contacted to have an idea of effectiveness of promotional
activities of Coca-Cola.
Systematic Random sampling method have been applied in selecting
the retailers and consumers.

METHOD OF COLLECTION
Primary data have been collected for the purpose of research
Information are collected through schedules. To avoid bias of
behaviour of the consumers and retailers identify was kept hidden.
ANALYSIS OF DATA
Collected data have been analysed by tabulating them and applying
frequency distribution method and percentage method.
NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS
CONTACTED
By applying systematic random sampling 200 consumers have been
contacted and asked regarding the advertisements of Coca- Cola.
100 retailers and ten distributors of Udyog vihar & DLF territory have
been contacted for assessing the effectiveness of sales promotional
activities of coca-cola and put several questions to judge whether they
are satisfied with the schemes of sales promotion or not.

Chapter-V
COLLECTION OF THE DATA
This study was executed to evaluate the comparative position off Coke
with particular reference to Pepsi in gurgaon . Data was collected with
the help of questionnaires designed separately for the retailers,
Distributors & Consumers. The data was collected, has been illustrated
below through charts and graphical representations.
CONTACTED

activities of coca-cola and to judge whether they are satisfied with the
schemes of sales promotion or not.
Survey of Distributors
Ques 1. What do You think about the Sales promotional Schemes

offered to you by the company.
(a) Excellent (b) Good
(c) So- So (d) Not Satisfied
Reply No. of Distributor
Excellent 2
Good 5
So- So 2
Not Satisfied 1
Ques 2. Do you think that more Sales promotional Schemes are
needed for distributors of retailers.
(a) Yes (b) No
Yes 7
No 3
Ques 3. What do you think about personal - selling assistance gives to

you by company.
Excellent 3
Good 5
So- So 1
Not Satisfied 1
Ques 4. Do you think that more POPs. Advertising materials and
refiregerators needed in Gurgaon territory from Coca- Cola
(a) Yes (b) No
Yes 7
No 3
Survey of The Retailers

Ques 1. Which Company's product do you stock? This question was
framed to find out, the products being stocked by retailers in Gurgaon.
Product No. of Retailers
Coke 49
Pepsi 6
Both 45
Ques 2. Since how long you are selling this product. This question was
structured to find out the exact period being sold by the retailers
Less than 1 year 27
1-2 21
2-5 22
More than 5 years 30
Ques 3. What promoted you to stock this product? This question was
asked basically to know. Why do you stock this product?
Reason No. of Carats
Customer 55
Commission 36
Advertisement 1
Sales Promotion 8
Ques 4. What is you daily sale? The question was asked to know, what
exact was the volume of daily sales?
Daily Sales (in carat) No. of Retailers
0-1 43
1-5 54
5-10 3
Ques 5. What product to do you sell more? This question was framed
to know which product is highly demanded in the market.
Product No. of Carats

Thums- Up 75
Pepsi 13
Coca- Cola 4
Sprit 3
Others 5
Ques 6. Which age group customers came to you? This question was
asked to evaluate age factor i.e. what is the percentage of customer
age group who mostly come to the retailers.
Age group (in years) No. of Customers

15-25 65
25-35 23
35-45 4
25-45 3
15-45 6
Below 15 to above 45 7
Ques 7. Would you like to remain with your product? This question
was asked to know, whether the retailers want to remain with their
product or not?
(a) Yes (b) No

Reply No. of Retailers
Yes 65
No 7
Not sure 28
Survey of The Consumers
Ques 1. Which Company's product do you like to drink? This question

was framed to find out, Which Company's products being drinked by
consumers in Gurgaon.
Product No. of Consumers
Coke 82
Pepsi 18
Both 100
Ques 2. What do you like about the products of Coca-Cola ? This

question was asked basically to know. Why do you like the products of
Coca-Cola ?
Reason No. of Consumers
Advertisements 90
Brand name 30
Test & Quility 50
30
Schemes (like free gifts)
Ques 3. From what type of advertisement you inspired for

purchasing
the products ?
Type of Advertisement No. of Consumers
T.V. Advertisement 130
News paper & Magzine 18
Posters & Banners 52
Chapter-VI
DATA ANALYSIS AND INTERPRETATION
Data was collected with the help of questionnaires designed separately
for the retailers, Distributors & Consumers. The data was collected,
has been illustrated below through charts and graphical
representations.
CONTACTED
schemes of sales promotion or not. Distributors & Consumers and has
been illustrated below through charts and graphical representations

Survey of Distributors
10 distributors of Udyog vihar & DLF territory have been contacted for
assessing the effectiveness of sales promotional activities of coca-cola
and put several questions to judge whether they are satisfied with the
schemes of sales promotion or not. The data was collected, has been
illustrated below through charts and graphical representations..
1. What do You think about the Sales promotional Schemes offered to

you by the company.
Excellent 2
Good 5
So- So 2
Not Satisfied 1
Distributors views about sales promotion
schemes
6
no. of Distributors
5
4
3 No. of Distributor
2
1
0
nt
d
o
d
fi e
-S
oo
l le
is
G
ce
So
at
Ex
S
ot
N
Distributors reply
Above Design clearly shows that 5 of the Distributors think that the
Sales promotional Schemes offered to him by the company is Good, 2
Excellent, other 2 So- So and 1 not satisfied.
2. Do you think that more Sales promotional Schemes are needed for
distributors of retailers.
(a) Yes (b) No
Yes 7
No 3
8
7
6
no. of Distributors
5
3
2
1
0
Yes No
Distributors reply
From the above diagram, it reveals that 7 Distributors think that more
Sales promotional Schemes are needed for distributors of retailers and
3 Distributors think that more Sales promotional Schemes are not
needed for distributors of retailers.
3. What do you think about personal - selling assistance gives to you

by company.

Excellent 3
Good 5
So- So 1
Not Satisfied 1
5
No. of Distributors
0
Excellent Good So- So Not
Satisfied
Distributors reply
From the diagram illustrated above, it is clear that 5 Distributors think

that personal - selling assistance gives to him by the company is
Good, 3 Excellent, 1 So- So and 1 not satisfied
4. Do you think that more POPs. Advertising materials and

(a) Yes (b) No

Yes 7
No 3
8
7
6
no. of Distributors
5
3
2
1
0
Yes No
Distributors reply
From the above diagram, it reveals that 7 Distributors think that more
POPs. Advertising materials and refiregerators needed in Gurgaon
territory from Coca- Cola and 3 Distributors think that more POPs.
Advertising materials and refiregerators not needed in GURGAON
territory from Coca- Cola.
Survey of The Retailers

Coke 49
Pepsi 6
Both 45
60
50
40
30
20
10
0
Coke Pepsi Both
From the survey of the outlets, it is found that 48% of the respondents
stocks Coke 6% stock product and 45% stock both i.e. Cole's and
Pepsi's product.
Less than 1 year 27
1-2 21
2-5 22
More than 5 years 30
35
30
25
20
15
10
5
0
Less than 1 2-Jan 5-Feb More than 5
year years
Above Design clearly shows that 30% of the respondents selling this
product from more than 5 years 22% of the respondents selling
product from 2-5 years, 21% selling this product from 1-2 year and
27% of the respondent selling this product from less than 1 year.
Reason No. of Carats
Customer 55
Commission 36
Advertisement 1
Sales Promotion 8
Sales
Advertisemen Promotion
t 8%
1%
Customer
Commission 55%
36%
From the above diagram, it reveals that 55% of the Respondents stock
this product due to the customers. 36% of the respondents due to
commission, 8% of the respondents stock this product due to sales
promotion and 1% of the respondents stock it due to advertisement.
Daily Sales (in carat) No. of Retailers
0-1 43
1-5 54
5-10 3
5--10
3%
0-1
43%
1--5
54%
From the diagram illustrated above, it is clear that 54% of the

respondents have daily between 1-5 chart, 43 of the respondents
have between 0-1 carat daily sale, while only 3% of the respondents
have 5-10 carat daily sale.
Product No. of Carats
Thums- Up 75
Pepsi 13
Coca- Cola 4
Sprit 3
Others 5
80
70
60
50
40
30
20
10
0
Thums- Up Pepsi Coca- Cola Sprit Others
From the diagram it may be clearly seen that according to 75% of the
respondent Thums- Up is the market leader, Pepsi is the follower by
12% share, Coca- Cola has 4% share, 3% of the respondents sale
mostly Thums- Up & Pepsi both , 3% of the respondents sales mostly
Coca- Cola & Thump-Up and the rest 5% sales Thums- UP and
Mirinda.
age group who mostly come to the retailers.
Age group (in years) No. of Customers

15-25 61
25-35 27
35-45 2
25-45 1
15-45 4
Below 15 to above 45 5
70
60
50
40
30
20
10
0
15-25 25-35 35-45 25-45 15-45 Below 15
to above
45
According to 6% of the respondent 15-25 years age group are found

of soft drinks, 27% of the respondents 215-35 years age group mostly
visit their shops 9% of the respondents are new. Below 15 to above
45, are loyal customers, according to 14% 15-45 years age group and
2% 35-45 years age group mostly come to him. According to 1% 25-45
years age group are the most users of soft drinks.
product or not?
Reply No. of Retailers
Yes 65
No 7
Not sure 28
Not sure
28%
No
7% Yes
65%
When this question was asked, 65% of the respondents wanted to

remain with their product 7% of the respondents denied to remain
with their product while 28% of the respondents were not sure
whether they will remain with their product or not.
Survey of The Consumers

Product No. of Consumers
Coke 80
Pepsi 30
Both 90
Coke , 80,
Both, 90,
40%
45%
Pepsi, 30,
15%
Coke Pepsi Both

From the diagram it may be clearly seen that 80 Consumers like to
drink Coke, 90 Consumers like to drink Pepsi & 30 Consumers like to
drink both Coke and Pepsi

Coca-Cola ?
Reason No. of Consumers
Advertisements 90
Brand name 30
Test & Quility 50
30
Schemes (like free gifts)
No. of Consumers
Schemes (like
free gifts) , 30,
15%
Advertisements
, 90, 45%
Test & Quility ,
50, 25%
Brand name ,
30, 15%
Advertisements Brand name Test & Quility Schemes (like free gifts)
From the diagram illustrated above, it is clear that 90 consumers
prefer Advertisement, 30 consumers prefer Brand name, 50 consumers
prefer Test & Quality and 30 consumers prefer Schemes (like free gifts)

purchasing
the products ?
Type of Advertisement No. of Consumers
T.V. Advertisement 120
News paper & Magzine 30
Posters & Banners 50

Posters &
Banners,
50, 25%
T.V.
News
Advertiseme
paper &
nt, 120,
Magzine,
60%
30, 15%
T.V. Advertisement News paper & Magzine

Posters & Banners
From the diagram illustrated above, it is clear that 120 consumers

prefer T.V. Advertisement, 30 consumers prefer News paper &
Magzine, and 50 consumers prefer Posters & Banners.
Chapter-VII
Findings of the Study

schemes of sales promotion or not.
The purpose of my study is to test effectiveness of the Marketing
strategies & promotional activities of Coca- Cola India inc. For test the
effectiveness of promotional activities of coca- cola I conducted
exhaustive study and analysis of market conditions of soft drink during
my training in GURGAON. And I found that Marketing strategies &
promotional activities conducted by the company are satisfactory but
they need certain improvement .Findings of the study reveals positive
effect of sales promotions activities.
According to the analysis of collected data sales promotions activities
become motivation factor for distributors & retailers.
They show interest in increasing the sales of product for achieving the
target & they do this for taking profit of sales promotionals schemes
Personal - selling assistance gives to them by the company & more

POPs. Advertising materials and refiregerators from Coca- Cola has
also good result on sales.
COCA-COLA INDIA INC has captured a good market share through sales
promotionals activities in GURGAON. But for maintaining this market
share and for expansion they need certain improvement.
Chapter-VIII
CONCLUSION AND SUGGESTIONS
Conclusion:-
For test the effectiveness of promotional activities of coca- cola I

conducted exhaustive study and analysis of market conditions of soft
drink during my training in Gurgaon. And I found that promotional
activities conducted by the company are satisfactory but they need
certain improvement
Suggestions:-
So as far as Suggestion is concerned I whould like to give some

suggestion which will be helpful in boosting promotional activities.
My suggestion are as follows.
I. It will be better if the company advertise Promotional
Schemes to make the retailers aware about those scheme as
well as duration off the scheme so that they can be benefited
by those schemes.
II. During off season, target oriented promotion schemes should
be started to motivated the retailers which will also be helpful
in countering its rival.
III. Free gifts must be distributed among retailer who sells higher
quantity of Coca- Cola product.
IV. When new promotional scheme started, information about the
promotional scheme. Must be published in newspaper and
advertisement of the promotional scheme be transmitted on
television so that large number of consumer know about the
promotional scheme.
BIBLIOGRAPHY
(1) Writers Books
(a) Philip Kotler Marketing Management
(b) Rama Swamy & Nama Kumar Marketing Management

(Planning & Implementation)
(c ) R.S. Davar Fundamental of Marketing

Management
(II) News Papers
(a) The Economic Times
(b) Financial Express
(III) Magazines
(a) Business Standards
(b)Business World
(c) Business India
Annexure
Questionnaire
For the Distributor
1. Are You satisfied with the Sales promotional Schemes offered to you
by the company
2. Do you think that more Sakes promotional Schemes are needed for
distributors of retailers.
(a) Yes (b) No
3. Are you satisfied with personal - selling assistance gives to you by

company.
4. Do you think that more POPs. Advertising materials and

(a) Yes (b) No
For The Retailers

age group who mostly come to the retailers
product or not?
For The Consumers


Coca-Cola ?

purchasing
the products ?

Marketing Strategies & Promotional Activities of Coca-Cola

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Summer Training Project Report

Marketing strategies & promotional activities

Submitted in partial fulfilment of the requirement of the award of degree in

Submitted to: Submitted by:

B.S.Anangpuria Institute of Technology

II) ORGANISATIONAL SET UP & STRUCTURE

III) PRODUCTION PROCESS

IV) SEGMENTATIONOF SOFT DRINK

II) OBJECTIVES OF THE STUDY

III) SCOPE OF THE STUDY

IV) LIMITATION OF THE STUDY

5) COLLECTION OF THE DATA

6) DATA ANALYSIS &INTERPRETATION

7) FINDINGS OF THE STUDY

8) CONCLUSION & SUGGESTION

This Project Report has been prepared by a comprehensive and deep

I strongly recommend this report for evaluation.

I wish him all then success in life.

It is certified that Mr. MANOJ KUMAR Roll N. 09/MBA/028, is a

It is my proud privilege to place on record my deep sense of gratitude

And I am highly indebted to Mr. Vinay Dubey (Sales Executive

I am also obliged to Mr. Venket Raman (ASM, gurgaon, COCA COLA

which are competitors to each other.

The company consists of Frito-Lay North America, PepsiCo Beverages

North America, PepsiCo International and Quaker Foods North America.

PepsiCo brands are available in nearly 200 countries and territories

and generate sales at the retail level of about $92 billion.

Some of PepsiCo's brand names are more than 100-years-old. PepsiCo

was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.

Oats Company, including Gatorade, in 2001.

PepsiCo entered India in 1989 and has established a business which

group has built an expansive beverage, snack food and exports

business and to support the operations are the group’s 37 bottling

owned. In addition to this, PepsiCo’s Frito Lay snack division has 3

state of the art plants.

The world's largest beverages company Coca-Cola begins more than

century ago. The Coca-Cola Company's world head quarters in Atlanta

drink for five cents a glass. At same point by accident or design,

book- keeper Frank M. Robinson suggested the name Coca- Cola, it

trade mark in his new favourite script.

After making soft-drink, he began to advertise and on May 29, 1886

the first advertisement Coca-Cola "Delicious and Refreshing". In 1886,

the average sales was nine drinks per days.

he had created, after the demise of Pemberton in the year of 1888 an

Ationta druggist and businessman, Asa G Candler actively purchased

Mr. Candler had enough knowledge of marketing. He pioneered the

concept of Coupling by distributing complementary glasses of Coca-

Cola. He did something to promote the beverages on such items as

registered the trademark "Coca-Cola" in the United States Patent

Office on January 31, 1893 and had been renewed periodically.

In 1894 the company opened its first syrup manufacturing plant

opened in Chicago and Los Angeles. In 1894 merchant Joseph A

Bidenharm of vicksuburg, Mississippi became the first batter of Coca-

Cola when he installed bottling machinery in his candy store. In 1889

head of Chattangoga. Tennorre, Secured from chandler for $1

exclusively right to bottle and sell Coca-Cola nearly everywhere in the

entrepreneurs to establish community bottling operations and

exclusive territories to market Coca- Cola that began today's

worldwide network of bottling companies, most of that are still locally

makes Coca-Cola a local product for consumers around the globe.

Coca-Cola for $25 million to Atlanta banker Ernes Woodruff. Ernest

Cola Company. He reincorporated the business as a Delaware