Bhag Chand Coca Cola Summer Training Full Report

SUMMER TRAINING REPORT

ON
“Marketing Strategy
Of

For JAIPUR Rural Market
An Analysis & Prognosis”
Submitted to:

Centurion Institute of Professional Studies, Jaipur

In partial fulfillment for the requirement
(Two years full time programme)

Under the supervision of: - Submitted by: -

Dr. Raghuveer Singh Bhag chand Jat
(Director) (PGDM-II Sem.)

ACADEMIC SESSION
2007-09

FMS
CENTURION

Centurion Institute of Professional Studies, Jaipur

PREFACE

The PGDM curriculum is designed in such a way that student can

grasp maximum knowledge and can get practical exposure to the corporate

world in minimum possible time. Business schools of today realize the

importance of practical knowledge over the theoretical base.

The research report is necessary for the partial fulfillment of PGDM

curriculum and it provides an opportunity to the researcher in

understanding the industry with special emphasis on the development of

skills in analyzing and interpreting practical problems through the

application of management theories and techniques. It is a new platform of

learning through practical experience, which incorporates survey and

comparative analysis. It gives the learner an opportunity to relate the

theory with the practice, to test the validity and applicability of his

classroom learning against real life business situations.

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The researcher has conducted a research on the visibility of An

Analysis of marketing strategy of for rural market

jaipur region area.

ACKNOWLEDGEMENT

“Never tell anyone that you are doing special, Going on a

diet,

Exercising, taking a course, or quitting smoking. They’ll

Encourage you to death”

--Lynn Johnston

Now having successfully tried all of the above, I must say I disagree with the

quote, especially when it comes to prepare a project. When we are trying

hard to get down to preparing a project like project on research

methodology after a tiring day at college or Waiting for the dreaded

rejection slip that hangs over every student’s head like a guillotine during

the preparation of final project, at this time we need all the encouragement

we can get. This encouragement is more effective than other that are given

at another situation. It is very difficult to prepare a project almost when we

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are new for this experience. Without any help or guide it is not easy to

achieve given target.

It is my third time to give my report on research that is done by

me. Here was very typical confusing work of it. The research work requires

co-operation of many people and this work is no exception. It is difficult to

thank individually all the persons who patronized this work. The researcher

had asked for favors, borrowed ideas, expressions and facts from so many

that it would require one volume to give credit to all. So, the researcher

wants to thank all the patrons of this report.

I take the opportunity to express my deep gratitude to Hindustan

Coca-Cola Beverage pvt Ltd. To taking me as a summer trainee &

extending me their full support & co-operation towards the completion of

this project.

First and foremost, I express my deep sense of gratitude to Mr.

HARVINDER SINGH CHABADA ( Sales Team Leader of Hindustan

Coca-Cola Beverage Pvt Ltd. Jaipur).His helping nature and his

enthusiasm has been source of constant inspiration.. His unhitching support

during my work is very admirable. He is the true driving force behind this

work throughout, constantly encouraging us to do my best and inspiring us

to aim higher.

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I aiso would like to give gratitude to Mr.Breajpal singh Shekhawat

(Market Developer) for help in project.

I gratitude to Dr. Raghuveer Singh (Director FMS, Centurion

Institute of Professional Studies, Jaipur), whose provide me this training &

give guidelines to complete the project.

I am also very thankful to all the faculty members, the whole college

staff for providing me with necessary facilities and support, essential for

bringing out this work in a short time.

We want to thank our friends who extended their cooperation and

were patient at all stages of our work.

Last but not the least, we are thankful to all Retailers who gave us

their precious time and support to fulfill this task, without their co-

operation the study would not have seen the light of the day& complete.

BHAG CHAND JAT

PGDM CIPS JAIPUR

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EXECUTIVE SUMMARY
Gone are the days when people were very unsure about the future and
hardly cared about it in terms of technological developments. But the
situation has changed now. In the new millennium, people often feel a
growing uneasiness about the future. Certainly many countries today are
suffering from chronic high unemployment, a persistent deficit of
economy and gradual deterioration of purchasing power.

Nations are passing through a phase of rapid transformation. Two forces
are mostly responsible for these types of drastic changes; they are
explosive growth of trade and international competition and the other
force like technological change. This new era has witnessed remarkable
advancement in the availability of information and a number of large
companies operations in such market where the principal of natural
selection lead to “survival of the fittest”.

Market provides a key to gain actual success only to those companies
which match best to the current environment i.e. “imperative” which can
be delivered what are the people needs and they are ready to buy at the
right time without any delay. It is perfectly true but this also depends on
the availability of good quality products and excellent services, which
further attract and add a golden opportunity for huge sales. This also
depends on the good planning approach and provide ample opportunity
plus sufficient amount of products for sales in the coming next financial
year.

This report introduces a brief study of marketing strategy and sales
promotion technique of of Coca-Cola for retailers. The study report will
provide an opportunity to know retailers psychographic needs, it may
provide an opportunity to the Coca-Cola to frame a good future plan to
satisfy maximum needs, taste preferences of the retailers and established
its guiding role in the market of Jaipur Rural region & in marketing plan
in particular area.

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An Analysis report provide a detailed information about prevailing
market competition and thus prepare itself to meet the market challenge
by making adjustment in its new strategy and promotions activities.
.

TABLE of CONTENTS

TITLE PAGE…………………………..……………………………. i

PREFACE …………………………………………………………… ii

ACKNOWLEDGEMENTS……………………………………….. iii-iv

EXECUTIVE SUMMARY……………………………………….. v

CHAPTER 1. INTRODUCTTION 1
CHAPTER 2. OVERVIEW ABOUT COCA-COLA 3-6

Mission of coca-cola………………………..…… 4

 Vision of coca-cola……………………………. 5
 Value of coca-cola…………………………………. 6

CHAPTER 3. ABOUT COCA-COLA COMPANY 7-54
Plants of Coca-Cola India..………………………………. 7-9

Mfg process of products………………………………….. 10-18

Brands of Coca-Cola India………………………………. 19

Product introduction……………………………………… 20-30

Prestige of coca-cola………………………………………. 31-37

Stories of coca-cola……………………………………….. 38

Collectors club of coca-cola…………………………….. 39

Enviourmental performance indicators……………… 40-41

Frequently asked coca-cola questions………………… 42-48

Myths & facts…………………………………………………. 49-50

Life at coke…………………………………………………… 51-53

C.E.O Desk……………………………………………………… 54


CHAPTER 4. RESEARCH METHODOLOGY 55-60

 Objective of research work………………………………… 56-58
 Working methodology………………………………………. 59-60

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CHAPTER 5. ANALYSIS 61-113
 Coca-cola marketing strategy…………………………….. 61-68
 Market segmentation model……………………………… 69
 Classification of outlets…………………………………….. 70-73
 Brand order system of coca-cola……………………….. 74
 Sales promotion strategy………………………………….. 75
 Sales promotion tools………………………………………. 76
 Objective of sales promotion…………………………….. 77-78
 Methods of sales promotion……………………………… 79-81
 Channel management system……………………………. 82-83
 Distribution system of product in market…………... 84-85
 Market allocation of coca-cola………………………….. 86-87
 Market execution standards……………………………… 88-109
 Activation elements…………………………………………. 110-112
 Essentials elements of all channels…………………… 113

CHAPTER 6. LIVE PROJECT WORK AT KHATUSHYAMJI 114-123

Project work title & team…...……………………………….. 115

Formation of work……………………………………………… 116

Outlets where install coolers……………………………….. 117-118

Coolers installation process………………………………… 119

Benefits of cooler installation & activation elements 120-122

Live experience………………………………………………….. 123


CHAPTER 7. FINDINGS 124-125

CHAPTER 8. COCLUSION 126-127

CHAPTER 9. LIMITATION OF RESEARCH WORK 128-129

CHAPTER 10. RECOMMENDATION 130-132

CHAPTER 11. SIGNIFICANCE OF THE RESEARCH WORK 133-134

BIBLIOGRAPHY

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This project is made on the project title is “Marketing

Strategy of Coca-Cola for Rural Market of JAIPUR

Region an analysis & prognosis”.

The purpose of this project is to know about the Consumption of

soft drinks has increased tremendously in India. Every

age of group like it, now days it become a household

necessary item.

In field of marketing many kind of surveys are

conducted by Coca-Cola team time to time.

This is end & last feedback for any kind of organization.

By the specific survey, which was conducted by Coca-

Cola organization want to know about the right picture

of market of rural jaipur region? This work study

provides extensive information about the position of

company’s brand in rural jaipur.

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CHAPTER 2

COCACOLA
OVERVIEW ABOUT

Every person who drinks a coca-cola enjoy moment of refreshment and shares
an experience that millions of others have savored. All of those individual
experience combined have created a worldwide phenomenon – a truly global
brand. The Coca-Cola company, nursing the global community with the world
largest selling soft drinks since 1886, returned to India in 1993 after a grape of
16 years giving a new thumbs up to Indian soft drink market. In the same year
,the company took our ownership of the nations top soft drink market brands &
bottling market. No wonder our brands assumed an iconic status in mind of
consumers. Coca-Cola serves in india some recalled brands across the world
including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca,
Maaza & Kinely (packaged drinking water).

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The biz.system of coca-cola in India directly employs apporxmatly 6,000
people, & indirectly creats employment for many more related industries throw
our wash procurement , supply and distribution system.
The vast Indian operations comprise 25 company owned bottling operations &
24 franchise –owned bottling operations . the apart a network of contract packers
also mfg. a range of the product for company. On the distribution front ,10 tone
trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian
cities, ensure that our product available in each corner of the country.
The coca cola is reasponsible for the mfg. distrubtion & sales of product across
the country.
A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and
taste the life . It is with enjoyment.

MISSION OF COCA-COLA

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To refresh the world in mind, body & sprit.
To make a difference in our product.
To inspire moments of optimism through our
brand and action.
 To create a value in brands & difference

everywhere we engage.
To do everything differs.
Our product in each hand.
Being a global leader in beverage.

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COCA-COLA
VISION OF

Profit : Maximize the return of shareholder.

People : Establish a great place to work where people are inspired to the

Best they can do.

Portfolio : Bringing to the world a portfolio of beverage brands that

Anticipate and safely people’s desire & need.

Partners : nurturing a winning network of partners & building a mutual

Loyalty.

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

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RESEARCH METHODOLOGY

TITLE OF THE STUDY: The title of the study is “Marketing

Strategy of Coca-Cola for Rural Market of JAIPUR

Region an analysis & prognosis”.

According to the title the research problem is “What are marketing

strategy & sales promotion techniques of Coca-Cola for retailers in

rural market”.

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Type of Research-

Exploratory Because I am this research I am exploring the

strategies of company

OBJECT OF THE WORK

Consumption of soft drinks has increased

tremendously in India. Every age of group like it, now

days it become a household necessary item.

In field of marketing many kind of surveys are

conducted by Coca-Cola team time to time.

This is end & last feedback for any kind of organization.

By the specific survey, which was conducted by Coca-

Cola organization want to know about the right picture

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of market of rural jaipur region? This work study

provides extensive information about the position of

company’s brand in rural jaipur.

VARIABLES

Marketing variables

Display items
1.

2. Visicoolers

Sales Promotion variables

1. Discount for retailers.

2. Scheme for retailers.

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OBJECTIVE OF THE WORK STUDY

To get the retailer’s wants in terms of product
•

selling.

• To know effectiveness of the marketing strategy

& sales promotions in market.

• Visicoolers survey in rural market of jaipur

region.

• Ensuring the visibility of the product.

• Ensuring the availability of products in outlets.

Analyzing the effect of scheme.
•

• Analyzing the effect of discounts.

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• Evaluating the competitor’s strength & weakness

in rural market.

• Retailer’s expectation from company.

WORKING METHODOLOGY

ROUTE VISIT:-

We visited the routs with the distributer’s vehicle where the

distributer supplies the products.

I observed the display norms for outlets in all route & each type of

outlet.

Every morning I went to one corresponding route & observed all

techniques of selling product to retailers by Coca-Cola salesman &

also try to know the mentality of the consumers and retailers.

I visited flowing route with salesman.

J.K.COLD DRINKS CHOMU DISTRIBUTR
1.

2. MADENLAL SATYANARAYAN RINGUS

3. KHATUSHYAMJI

4. SHRIMADHOPUR

5. SAMOD

6. RENWAL

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7. PHULERA

8. NEEM KA THANA

9. HARMADA

10. AJEETGRADH

With this work I take interview in that I asked to retailers about

visicoolers & display items.

I asked them about low sales, pesticides effect and other thing.

1. Count the number of emty per outlet.

2. How much empty palace in a shop.

3. Find out new outlet which wants cooler.

4. Find out which outlets owner want to buy and sell Coca-Cola

products.

EDS SURVEY:-

In this survey we checked warm and cold stock of coke &
•

Pepsi.

• We also checked amtey & annual sales of cold drinks and

water.

We tried to solve retailers problem and we checked sales
•

promotion scheme is they getting.

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• We also checked sign board, wall painting, rack, stand rack,

counter rack & poster.

• In last I take consumer & retailers feedback.

Analysis

RESEARCH FOR MARKETING SRRATEGY

COCA-COLA MARKETING STRATEGY

Focus on availability of products in market.
•

• Focus on availability of products in outlets.

• Coke products visible for consumers.

• More focus in rural area.

• Regular market vigilance by market developer.

• Distribution of product according locality.

• Extra focus on monopoly outlets.

• Aggressive rural area advertisement.

• Social festival in rural areas.

• Target core brands.

• Satisfy market priorities.

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• Focus on villages’.

Focus on availability of products in market.

Coca-Cola works on dikega to bikega philosophy.

This is the main formula of the marketing straregy of each

company.

So availability of product in the market is clear.

For this reason market developer daily come in market to check

their product availability.

Focus on availability of products in outlets.

There is big difference between the availability of products in

market & outlets. Coca-Cola want that their product displayed in

each outlet in market so it is important that the product first

available in market after than it put on outlets.

(Khatushyamji market)
Best example

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Focus on visibility of coke product in outlet

The aim of Coca-Cola is that its product should be visible for the

customers so company gives to retailers racks so many display

items.

Now days the company is giving visicoolers to retailers for visible

their chilled product in market for more sales.

More focus in rural area.
“The rural market is a significant part of our sales

promotional discount scheme which is enabling us retailer’s

link with our product”.

Herminder Singh chabada (STL) Coca-Cola

According to company sources main focus now on rural market.

In 2000 the Coca-Cola India spokes women Nantoo Banerjee said

that.

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“The real market in India is the rural market. If u can crack it, there

is tremendous potential.”

CCI begin focus on rural areas after 2000 in order to increase

volumes.

This decision is giving a huge size & potential market to company. It

is clear that CCI would have shifted its focus to rural market.

“THANDA” GOSE RURAL
In early 2002 CCI launched a new advertising campaign for

attract more rural consumers. The aids with India leading

bollywood star Amir Khan. With movie of lagan.

(Thanda Matlab Coca-
The tag line of aid is

Cola)

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Regular market vigilance by market

developer

To know the position of Coke’s product in the market coca-

cola appoint some executive those go in market & check

availability, visibility of product, take care companies assets,

check visicoolers and talk to shopkeeper & take feedback

about their product.

Distribution of product according locality.
Coca-cola company distributes their schemes according to area.

Area or place where soft drinks sold in a large manner, on those

place company gives good schemes to shopkeeper and retailer.

Place like railway station bus stand are consider in this category

and place which have low selling where company gives small

schemes to the shopkeeper.

Extra focus on monopoly outlets

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Outlets which only sales coca-cola product and gives good sale to

company,

Are consider in this category company gives extra schemes,

discount and other gift to these shops and tries to keep them

happy and make long relationship. Problem of these kind of outlets

resolve as soon as possible

Aggressive advertisement

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Coca-cola use the concept of aggressive advertises for sales

promotion. Company introduces different schemes and advertises

them with electronic and print media. These advertisements build

Brand image and establish awareness.

Brand ambassador play an important role. Brand ambassador

encourage the today youth to trust their instincts, influence them.

Successful advertisement campaigns like “taaza mango , maaza

mango” and “ botal mein aam, maaza hain naam”.

Halp lot to make market image of maaza.

Coca-cola advertising cam gains Jo Chaho Ho Jaye. & Life Ho

To Asi were very popular & had entered in youth vocabulary.

Matlab
In 2002 company launched the campaign “Thanda

Coca-Cola” which is sky rocketed the brand to make.Coca-
Cola lunched so many advertising for rural market capture Amir

soniyoThanda piyo
Khan’s aid “Oye

Social festivals in rural areas.

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Coca-Cola Company time to time introduced rural social

festival.

In 2007 company launched JALASA programmed in so many

rural areas like RINGUS, RENWAL, CHOMU, PHULERA, for

take attention of the consumers.

Focus on villages’

Now coca-cola considers more on villages after semi urban

areas.

Company making now days strategies for villages because

they know India leave in Villages.

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COCA-
MARKET SAGMATION MODEL OF

COLA
Markets can be segmented along 3 lines- Outlet Volume,

Locality Income, & Channel cluster.

SEGMANTION

Channel Locality Outlet

Cluster income Volume

Grocery Low Diamond
Gold
Eating & Medium
Silver
drinking
Bronze
High
Convince

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Classification of Outlets on the basis of volume

Outlet classification Ko Vpo SLAB(phy C/s
Diamond >800
Gold 500-799
Sliver 200-499
Bronze <200

Types of outlets

Grocery:-

Outlets which primarily engaged in retailing of food and

various household items. It include neighborhood outlet

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stoking provisions, edible & general household items of daily

usages E.G., commodities like flour, pulses, rice & branded

household items like toothpaste, mosquito oil, soap etc.

E & D:-

Outlets selling items to eat which are being cooked within

outlet, made at the outlet & possibility consume in outlet.

They may have place of sitting. It includes QSR/Bakery/MITIE

Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea

soaps etc.

Convenience:-
Includes outlets which are small stores or soap generally

accessible locally. These are often located alongside busy

roads.

It includes Chemists soap/STD booths/Pan Bidi soaps etc.

E & D includes flowing outlets.

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Take away

On the go or consumption out of premise food & drink

purchase lead by convenience or impulse.

Fast food-

Self service with limited menu.

Pubs-

Outlets selling alcoholic beverages & snack items. May be

open till late at nights or 24 hrs.

Dhaba-

Situated on roadside & market places catering cost effective

Indian food.

Convenience includes:

Pan shop-

Semi- temporary kiosk located near the road side

selling

Cigarettes, beverages and other confectionary items.

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Outlet at petrol pumps-

Convenience outlets selling top up items, may be open

till late at nights or 24 hrs.

Travel & convenience kiosks-

Permanent kiosks within the airports/ railways/ bus

stand premises (inside or outside) selling only

beverages or a food & beverage kiosks.

BRAND ORDER SYSTEM OF COCA-COLA

COLOJ-K

Cola Lemon Orange Juice Kinely

Thums Up Kinely
Fanta
Coke

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Limca Maaza
Sprite

SALES PROMOTION STRATEGIES OF

COCA-COLA

Introduction:-

Our world today is characterized by promotion. Every day

when we open the newspaper or saw view on t.v channels we

are bombarded with advertisement.

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Just look at the prized sponsored by several firms at the end

of well know television programmed like Shaktimaan on

Doordarshan, Airtel des ki aawasj dus ka dum, Indian idol.

Channels it isn’t the prized on the television to attract the

costumers it may have discount coupons, gifts & several

similar incentives program creatively. Designed by marketer

that draws the customer’s brain in the organization.

Sales promotion is one of the most loosely used terms in

marketing but in beverages companies it use separate. Sales

promotion consist short term invectives to encourage

purchase & sales or services.

WHO USING SALES PROMOTION

TOOLS

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SALES PROMOTION tools are used by most

organization including manufactures, distributers,

traders, non profit instructions & retailers etc.

Today many customers packaged goods company’s

sales promotion accounts for 75% or more of all

marketing expenditure. Sales promotion 12%

annually, compared with advertizing increase of only

7.7%.

SALES pROMOTiON iS BASiCALLY iN 3

FORMS.

Consumer promotion:-Targeted final

buyers.

Trade promotion: - Targeted retailers &

wholesalers.

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Sales force Promotion: - Targeted the

numbers of sales force

COCA-COLA USING
WHY

SALES PROMOTION

(Objective of sales promotion)

Sales promotion is main tool for increasing sales so flowing

causes for adopting sales promotion.

1. To stimulate the demand by popularizing product

2. To face competition effectively.

3. To keep the memory of products in mind of

consumers.

4. To supplement the personal selling & advertising.

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5. To establish the large market segment.

6. To capture more market share from competitor.

7. To maintain the market.

8. To attract distributers towards our brands.

9. To attract more consumers by gave them free gifts on

products.

10.To include middle man wholesaler & retailers to

purchase goods in large quantity by offer them more

facilities on higher trade more cash discount, bonus

etc.

11.To arrest seasonal decline in sales.

12. To assist sales man in increasing sales, achieving sales

target & salesman’s activities for problem sales.

13.To help of new products this introduced in market

recently.

14.To introduce such sales promotion methods as to

adopt aggressive selling and their by increase sales.

15.To stimulate market research.

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METHODS OF SALES PROMOTION

Various typs of sales promotion methods are being used in

organization in Coca-Cola these following methods are using

in sales promotion technique.

1. Consumer sales promotion methods.

2. Traders, wholesalers, retailer’s sales promotion methods.

Sales force promotion methods.
3.

1. Consumer sales promotion methods:-

Consumer sales promotion methods are those methods
which are directed at consumers to induce them to buy the

company’s product the are some consumer sales promotion

devices.

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• Free trails.

• Samples

• Premium

• Bonus stamps

• Cash refund offer

2.Trade sales promotion method:

Trade sales promotion is an incentive given to middle man to

buy

Goods in large quaint form the producer or manufacturer.

The main sales promotion methods are such as:

• Discount

• Display and advertising allowance

• Buy-back allowances

• Store demonstration

Free goods
•

• Free tours etc.

3.Sales promotion method:

Sales promotion method is those methods which intended to

motivate the sales force to increase sales. These methods

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support a sales man to perform his job more effectively and

sincerely.

• Bonus to sales force

Sales force contests
•

• Sales meeting convention and conferences

Promotion strategies

A promotion strategy is an important element of market strategy. A

key ingredient in marketing campaigns consists of a diverse collection

of incentive tools, mostly short term, designed to stimulate quicker or

greater purchase of particular products or services by consumers or

trade.

Cooperate objective

Marketing objective Marketing Strategy Promotion

Production Advertising

Pricing Sales promotion

Distribution Personal selling

Publicity

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Customers

Sales

CHANNEL MANAGEMENT

Part of marketing

strategies

COCA-COLA

The partner type relationship with bottlers

Franchise owned bottling operation [FOBO], as well

as Company owned bottling operation [COBO]

network of the channel management mostly cover

these type bottling.

It is this way in Coca-Cola India strengths in its

marketing that gives it an edge.

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Every number of its sales team is meticulously

taught the merchandising & display skills that can

leverage the reach of the company’s bottling

network to achieve high visibility of the product.

[FOBOs] & [COBOs]

Coca-Cola India work under two type of bottling

operation.

1. [FOBO], Franchise owned bottling operation.

2. [COBO] Company owned bottling operation.

COBO Company sells product own self.

Some of the COBOs of the company are at.

Mumbai

Banglore

Ahemdabad

Chennai

Calcutta.

U.P.unit

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FOBOs

The concrete is being on sold of products by franchise

system the mfg. & the franchiser sell products in

market.

Leaving COBOs the FOBOs are rest in cities of India.

Some of them are Delhi, Punjab, Bihar, Nagpur, Goa.

Bhuvenesher, Hyderabad etc.

DiSTRUBTiON SYSTEM OF pRODUCTS iN

MARKET

Distribution of products is main point of the

marketing strategy of the companies. How the

product distribute in market as much as possible.

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Coca-Cola India distributes its product in market

from its warehouse in two types.

1. Direct route.

2. Indirect route.

DIRECT ROUTE

Where company supply its products in market by

company route or its agent route by company owned

delivery vans. In jaipur city company have direct

route.

INDIRECT ROUTE

Indirect routes are those in which Coca-Cola products are supplied to

its distributers appointed in different areas. Than distributers

distribute products in market by their own tempo or vehicle.

Total number of indirect routs in Jaipur rural region is more then 100

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FLOW OF DISTRIBUTION SYSTEM

Market

Direct Route

Plant Warehouse

Indirect Route

Distributer

Market

DISTRIBUTION @ RAJASTHAN

Total market of Rajasthan divided into 8 divisions namely.

Jaipur, jodhpur, Udaipur, alwar, kota, siker, shriganganeger,

ajmer

MARKRT ALLOCATION Of Coca-cola

Coca-Cola has concentrate in 4 types of markets

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Emerging market.

Like China & India, where there is low per capita income but
are a good potential for investment because of their large size

of population.

Leading Market.

Where it is lead the market in maintenance, consolidation, &

selling,

Critical mass market.

Where Coca-Cola has maintained & defend its position against

competition.

Low Share Market.

Markets where Coca-Cola has low shares but where presence

is required.

TARGET CORE

The Coca-Cola Company has teirweekly targets,

Sales executive, marketing executive, market developer,

sales persons & other get targets.

After completing their targets the company give them good

intensive which attract them to work with their full potential.

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FOCUS ON FRANCHISING WITH BUILDING A

CORE OF COMPANY OWNERS.

Company now planning a franchising with building a core

for all routes so that supply of products should be on the

time and the company demand “Availability of Product” can

be meet.

MARKET EXECUTION

(Activation)

48

STANDARDS

OF

COCA-

COLA

49

Standards for different types of outlets

CHENNAL:- GROCERY

OUTLET CATEGORY:- DIAMOND

Availability standards of products

200ml/TP -

250ml/200ml mz Maaza

300ml Thums Up+[coke,limca,sprite,fanta(any3)]

330ml Diet coke, Coca-cola (only for medium/high income

500/600ml Thums Up+[coke,limca,sprite,fanta(any3)] Maaza

1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]

Maaza,Kinely

COOLER STANDERDS

Locality income

50

20 c/s visi low

9 c/s visi

30 c/s visi Medium/high

20 c/s visi

ACTIVITION STANDERDS

Essential activation standards:-

• Display Rack (at least 1)

• 3 Tier Rack with Header(should pure

50%charged by coke products)

• Self Display (other than rack, mini.8

facing of any pet displayed & visible.

• Price communication & visi cooler @

prime position.

Optional activation standerds.

• Counter Top.

51

• Aerial Mobile Hanger.

• Crate Display.

• Road Standee/Flange/Signage.

EXECUTION STANDERDS

CHANNEL: - GROCERY OUTLET CATEGORY: - GOLD


200ml/TP Only for few locality income.






Maaza,Kinely Necessary.

52

COOLER STANDERDS

Locality income

9 c/s visi low

7 c/s visi


20 c/s visi









prime position.

53


• Counter Top.


• Crate Display.

• Road Standee/Flange/Signage

CHANNEL:- GROCERY OUTLET CATAGERY- SILVER


200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]






Maaza,Kinely

54

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi

7 c/s visi - Medium/high








55


prime position.


• Counter Top.


• Crate Display.

• Road Standee/Flange/Signage.

CHANNEL:-GROCERY OUTLET CATEGORY-BRONZE




300ml -

56

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low

PVC ICE BOX - Medium/high


• 1 Tier Rack


prime position.

CHANNEL-E & D OUTLET CATEGORY-DIAMOND


200ml/TP Maaza

57






Maaza,Kinely

COOLER STANDERDS

Locality income

20 c/s visi low

9 c/s visi


20 c/s visi



58

• Combo standee(mini3 nos.)/combo wall

hanging(mini 3 nos.)/menu board with

combo communication (at least 1 of 3

option).

• Branded table mats/Branded menu

card/table top vinlys(at least 1 of 3

option) at least 5 nos. or all tables if

less than 5 tables.

• Flange/Road Standee/Glow sign

board(at least 1 of these 3)


prime position.

59

CHANNEL-E&D OUTLET CATEGORY-GOLD


200ml/TP Maaza






Maaza,Kinely

COOLER STANDERDS

Locality income

7 c/s visi low

9 c/s visi


20 c/s visi

60






option).




less than 5 tables.



61


prime position.

CHANNEL-E&D OUTLET CATEGORY-SILVER


200ml/TP Maaza






Maaza,Kinely

62

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi

7 c/s visi - Medium/high






option).




less than 5 tables.

63




prime position.

CHANNEL E&D OUTLET CTEGORY-BRONZE



64


300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low



• Table top Display.

• DPS/Flange/Road standee.


prime position.

CHANNEL-CONVIENCE OUTLET CATEGORY-DIAMOND


65

200ml/TP Maaza






Maaza,Kinely

COOLER STANDERDS

Locality income

20 c/s visi low

9 c/s visi


20 c/s visi



66

Table top display unit/Hanging rack (at
•

least 1 , should be pure& atleast 50%

charged).

• DPS/Flex board/glow sign board /road

standee/flange (at least 1 of the

above).



• Arial mobile hanger (with at least 4

mobile hanger displayed at front of

store).


prime position.

67

CHENNAL-CONVENIENCE OUTLET CATEGORY-GOLD


200ml/TP Maaza

250ml/200ml mz Thums Up+[coke,limca,sprite,fanta(any3)]MZA

300ml Thums Up+[coke,limca,sprite,fanta(any3)]M/H .IN




Maaza,Kinely

COOLER STANDERDS

Locality income

7 c/s visi low

9 c/s visi


68

20 c/s visi



•


charged).



above).



69



store).


prime position.

CHANNEL-CONVENINENCE OUTLET CATEGORY-SILVER




300ml Thums Up+[coke,limca,sprite,fanta(any2]

70

330ml ------------------------------------------------



Maaza,Kinely

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi




•


charged).

71



above).





store).

• Outside crate display (min.3 crate with

crate wrap).


prime position.

72

CHANNEL-CONVENVENENCE OUTLET CATEGORY-BRONZE




300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low


(2 covers)


• Table top Display.

73

• DPS/Flange/Road standee.


prime position.

ACTiVATiON

ELEMENTS

GROCERY:-

• 3 Tier Rack.

• 1 Tier Rack.


• Table Top Display.

• Self Display.

74

EATING & DRINKING:-

• Tripod stand.

• Lit Combo.

• Non-Lit Combo.

• Salt & Pepper Tent Card.

• Regular Tent Card.

• Menu Boards.

• Changeable Insert Boards.

75

• 3 Cups Strategy Unit.

• Changeable Standee.

• Changeable Hanging Insert brd.

• Counter Utility Display

CONVENIENCE

• 1 Tier Rack

• Table Top Rack.


76

ESSENTAIL ELEMENTS FOR ALL

CHANNELS

• Price Strips.

• Shelf Strips.

• Price Cards.

• Cooler Door Tray.

• Dealer Board / DPS.

• Bottle Neck Header.

• Crate Wrap.

• Non-Lit Flange.

77

• Standee.

LiVE pROJECT

WORK @

KHATUSHYAMJi

78

In two months summer training work we receive an

exclusive project work. The work done at

Khatushyamji Market.
Project work:- Set up cooler in KHATUSHYAMJI Market.

Team Coordinator:- Kayen Sharma (Sales manager south zone @

Rajasthan

Team Leader:- Hervinder singh chabada (STL) JAIPUR up

countery

Team Member’s:- Umesh uppadhiya(SGA EX), Manave

Srivastav(ME), Efti Mohemad (Sales Executive) Siker Churu.

Raju singh (Market Developer), Mr. Brij Pall Singh (Market

Developer) Bhag Chand Jat Summer Trainee.

The distributer of Ringus & khatuShyamji Also gave their

precious time to complete the project.

79

Process of project work

The following steps adopt for complete work the work.

Identify OUTLET which sale coke product.
•

The shopkeeper’s demand & agreed FOR MONOPOLY(SALE
•

EXL COKE PROD)

Prime location(Out side or at the enterence) outlets which
•

attract more foot fall (costumers) towards the store.

• Ready for all agreement those have Coca-Cola.

OUTLETS WHERE SET COOLER

80

OUTLET NAME C/S
Shyam kirana store 9
Shyam kirana store 9
Chuoudhary Resturant 9
krishna cold drink & computer 9
Shyam Hotel 30
Vinod misthan 9
Ramratan cold drink 9
Guruji Medical 9
Milan Resturant 20
Chuoudhary Misthan 9
Shyam kirana store/Bhinda 9
Pawan Misthan 9
Sharma Pan Bhandar 9
Anil cold drinks & Gen. 9
Sharma Pavitra Bhojnaliya 10

81

Khendelwal Bhojnaliya 9
Raj Pan Bhandar 9
Sagarmal Purshotam Dhut 9
Pareek Cold Drink 9
Pinky Pan Palace 7
Monica Juice 9
Mamta Resturant 9
Santosh Misthan 20
Sharma tea stall 9
Kanhiya Cold Drinks 10
krishna garden 9
Shyam mistan bhandar 9
Mandir Mistan 10
Asha Cold Drink 9
Shiv Shakti Traders 9
Achera Cold Drinks 9
Shree Shyam Juice 9
Asha Bhojnaliya 9
Jodhpur Misthan 9
Lichey house 9

82

We install total 36 coolers in outlets.

Mostly coolers put Outside the Soap to attract more consumers.

COOLER iNSTALATiON pROCESS

Company set the coolers in a systematic way the way is following.

1. To know where the cooler is sitting inside the outlet or outside the

outlet.

2. If outside than the night cover is set at the palace where the cooler

will set.

3. After establishment of the guarder than cooler set in guarder.

4. When cooler has been set in guarder than the price communication

on cooler tray & set the trays properly in coolers.

When the cooler is properly installed @ outlet after it charged by
5.

coke products as follow the brand order.

6. We also set the menu boards with combo on E & D outlets.

7. On small convienence outlets we put their also hanging rack.

8. Set up warm display on outlets.

83

BENEFITES OF INSTALL A COOLER OUTSIDE THE OUTLET

• Larger income. More consumers will buy beverages from soap.

• Increase in selling space.

• Outside cooler arouses more consumers’ interest and increase sales

through good beverage exposure.

• Outside outlet, it enlarges the amount of consumers visiting outlets.

• Easier access to chilled product triggers the consumers purchase

impulse.

• Effective use of soap space. Saving store/warehouse area.

Attractive and convenient form of beverage presentation.
•

• Complimentary installation and services.

Pita –population+inciedence+transation+av .profit

BENEFITES SETTING A COOLER INSIDE THE OUTLET.

• Larger income. More consumers will buy beverages from soap.

• Easier access to chilled product triggers the consumers purchase

impulse.

• Chilled beverages taste better & hold greater value for consumers.

• Effective use of soap space. Saving store/warehouse area.

• Complimentary installation and services.

84

BENEFITES OF INSTALLING A VISI COOLER

• Attractive presentation of products.

• Consumer’s connivances easier access to the product.

• Increase in sales and income. When consumer see the product he

willing to buy it.

• It fills the consumers want & willingness.

• The salespersons easily know that what is in our cooler.

BENEFITS OF SETTING UP MENU BOARDS WITH COMBO

• Transaction value increases (meal+beverages) and as a result, raises

trade turnover and income.

• Attractive offer for the consumers.

• Combo visualization shortens consumer’s decision making time.

• Chosen meals purchase suggestion makes dish preparation and sales

planning easier.

• Seeing “saving” communication consumers perceive combo as

promotion and buy them more willingly.

Combo price is prominently visible to the consumer.
•

85

BENEFITES OF SETTIN UP HANGING RACK

• Easier access to product for consumers.

• Easier product merchandising.

• Product in order and visible.

• Selling space enlargement using small outlet space.

• Placed on consumers route will trigger impulse so that a lot of

consumers will buy beverages in soaps thus increasing transaction

value.

BENEFITES OF SETTING UP WARM DISPLAY

• Attractive presentation of products in coolers.

• Consumer’s connivances easier access to the product.

• Increase in sales and income. When consumer see the product he

willing to buy it.

• Time: less time spent by the soap staff in filling up product.

• It fills the consumers want & willingness.

• Seeing “saving” communication consumers perceive display as

promotion and buy them more willingly.

86

LIVE EXPRIENENCE

In last I can say that the project

successfully done by us. I gratitude to all

staff of coca-cola those include me in this

kind of live project.It is a live & imagines

experience for me. I always remain it in my

life. After successfully completed the

project kayan sir told to me that till

today’s you learn only book knowledge. In

project you learn the practical knowledge.

This practical is a beneficial for you so

remember that whatever you learn from here

87

mention on a paper & always remain. it is

useful for you in future.

Bhag Chand Jat

FINDINGS

• Price factor (price has increased in

compression of 2006-07)

Competition with local drink like- Fruit
•

juice,lemon water, sharbat & lassi.tea

Competition with local drink brands like-
•

Jayanti,Lijjet, Premji in small areas.

• C/s problems.

88

Irregular supply in small villages.
•

• Find purity Coca-Cola visicoolers.

• I find so many OYC, VISI, D-FREEZE & other

company freeze in different areas in differ

region.

• Found so many outlets they want visi coolers

from Coca-Cola.

• Also found dead & useless coolers.

89

• Some retailers complain about the service &

repair of coolers.

CONCLUSiON

90

I had a project on marketing & sales promotion

techniques of Coca-Cola for retailers in rural area

of jaipur region. The research project work conduct

in different areas of rural JAIPUR region. Like: -

CHOMU, RINGUS, SAMOD, KHATUSHYAMJI,

PHULERA. HARMADA, SHRIMADHOPUR,

NEEMKATHANA, AJEETGRADH & more. In last I

conclude the work study that………………..

• The marketing strategy of Coca-Cola is better

than its main competitor.

The sales promotion techniques like-
•

Discount to monopoly retailers & schemes on

products is better than the competitors.

91

• The market share of coke products is higher

than the other products.

• Thums-Up is the leading brand of coca-cola in

different regions.

• Sale of product is based on display because

we saw this on KHATUSHYAMJI market.

Company investing more focus now in rural
•

areas. on his retailers,

Advertising campaign of Coca-Cola now can
•

see easily on villages like sign board,

hoardings on highways, banners @ outlets.

• I found the proper display of products in

racks & in coolers.

92

• Sales of products are increase rapidly @

khatushyamji market where I do work study

mostly.

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that nothing is prefect in the world. Every
•

individual bound to make mistake at some points. It’s genuine.

The study was restricted to Jaipur Rural region only, so it was
•

difficult to generalize the interpretations would be make out of

the findings.

• Limited knowledge of the researcher in the field of research

may lead to interpretation errors.

93

• The result has not been tested.

• The respondents may be based or influence by other factor.

• Information collection took 60 days.

• A busy schedule of dealers/ retailers also makes the collation

of information a very difficult one.

• The projection is purely based on verbal meetings and may be

influenced by unprecedented factors.

• Non-co-operative behavior of respondent was a big problem in

this survey.

• White studying the report the above fact should be taken into

consideration.

• The minor concept & techniques at the marketing

management are used significant in the project concern.

94

The research was based on primary collection of data through
•

voice interview so there may be chances of human error and

biasness.

The research was dependant on the information provided by
•

the respondents (retailers). It may insufficient.

• As associated with every project, time and money were the

major limitations with project.

RECOMMENDATION

(SUGGESTION)

The company should measure Retailers satisfaction regularly.
•

Company can increase the sales when it considering more on
•

retailers, their suggestions or complaints about service or

product so that necessary action can be taken.

95

• Review meeting should be often held so that the working

pattern of the executives can be checked and improved if

needed.

• Company representatives should visit retailers and should

make a long-term relationship with retailer so that they can

push the product.

• Since customers are value maximizes and their expectation to

this brand is high, as the brand image shows their quality is

supervene so the company should also take feed back at time

to time. By this they can make their brand loyal.

Distributers should be convinced to pass the incentives to the
•

retailers so that they are motivated to promote this brand.

• Increase the number of dealers and retailers as this will help in

making high sales volume.

• Cash discount should be competitive and luring.

Try to continue the good image of the outlets by keeping more
•

and more good quality in services. By this the monopoly will

continue with Coke products.

• Company should attains on small outlets so there sales can

increase.

96

• For marketing strategy of company should divers it business

in related this sector Like-Ice creams, butter &chocolates

because of company have visicoolers in mostly outlets.

Now company should launch new taste of soft drinks like
•

recently launched Minute Maid & also launched new product

in another flavor.

• Company should search new area for increasing in sales.

• In winter Season Company gives more discount & schemes to

retailers so they sell more our product.

• Company must make new strategy to fight local cold drinks

brands.

• Company should give new dealership on small towns.

Try to decrease the price of commodity in competition of
•

Pepsi.

• Company should try to maintain manpower.

97

SIGNIFICANCE OF STUDY

To the Researcher:

• It gave a chance to use the conceptual knowledge in actual

environment and prepares the researcher to use the

knowledge for better in his future endeavors.

It helped in the assessing the factors, which influenced the
•

retailers purchasing and selling products to the consumer

from Coca-Cola.

98

• The study is essential for the researcher in partial

fulfillment of PGDM curriculum. The study gave the

researcher the experiences to conduct survey.

To the Company:

Cold drinks companies are facing a great competition

nowadays. Consumers are very much aware and curious about

safely products, services, brands and other upcoming products.

This study provides an insight to the company that what kind of

strategies must be adopted in order to sell more products to

consumers and also satisfying them.

To the Others:

The study gave an insight into various aspects of the

Beverage companies, discussed in this study. One can easily come

to know about what is happening in Beverage companies in the

current environment. How they make attraction of Retailers &

consumer mind.

99

BIBLIOGRAPHY

Author’s Book Name Place of

Name Publication

Year
Kothari, C.R. Research Wiley Eastern

Methodolog Ltd., New

y-Methods Delhi

and

Techniques
Brown, F.E. Marketing Addison-

100

Research, a Wesley

structure Eastern Ltd.

for decision

making
Dunn Online Applied John Wiley

Jean and Statistics and Sons

Virginai A

Clarck
Hooda, R.P. Statistics Macmillan

for Business India, New

and Delhi

Economics
Green Pant E Research Wiley

and Donald S. for Eastern, New

Tull Marketing Delhi

Decisions

101

Philip Kotler. Marketing Prentice

Managemen Publishing

t Co., New

Delhi.
Shenoy, GVS Quantitativ Wiles Eastern

et al. e New Delhi

Techniques

for

Managerial

Decision

Making
.

Web sites.

www.cocacola.com
•

www.coke.com
•

www.cocacolaindia.com
•

102

Magazines

• India today.

• Business world.

• Business india.

• Material profile of company.

• Surey.

Search engines.

www.google.com
•

www.search.com
•

www.yahoo.com
•

www.alvista.com
•

103

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