Synopsis - Marketing Strategies of Coke

7/27/2019 Synopsis - Marketing Strategies of Coke

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SYNOPSIS

ON

MARKETING STRATEGIES OF COCACOLA

By

VIVEK CHANDRA

(Registration No. 521139600

Synopsis submitted in partial fulfillment of the requirementsfor the degree of master of Business Administration of

Sikkim Manipal University, INDIA

INSOFT, C 2 SECTOR 10, NOIDA 201 301

CENTRE CODE 1822

Sikkim Manipal Univeri!" #$ %eal!%, Me&i'al an& !e'%n#l#(i'al 'ien'e

Di!an'e E&)'a!i#n *in(

S"n&i'a!e +#)e, Manipal -.10/

1


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DECLARATION

A Synopsis on MARKETING STRATEGIES OF COCACOLAsubmitted in partial

fulfillment of the requirement for the degree of Masters of Business Administration to

Sikkim Manipal University !ndia is my original "ork and not submitted for the a"ard

of any other degree diploma fello"ship or any other similar title or pri#es$

%la&e' (oida

)ate' *********

(VIVEK CHANDRA

+


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CERTIFICATE

Synopsis of ,!,-. /0A()A 2egistration (o$ 3+11456778 Synopsis on MarketingStrategies of Coca cola is approved and is a&&eptable in quality and form$

!nternal -9aminer -9ternal -9aminers

2Mr$ *************8

4


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ACKNOWLEDGEMENT

A su&&essful &ompletion of a pro:e&t is like a golden feather for any &ap$ ;ruly this &annot be turned

"ithout apt guidan&e and help$


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Tale of Content

%age (o$

Executive Summary 6

Introduction 7

Problems of the study 9

Objectives 11

esearch !ethodolo"y 1#

$nalysis 1%

&onclusions 17

ecommendations 1'

$((endix 19

)iblio"ra(hy #1

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E!ec"ti#e S"$$ar%

A&&eptan&e of (e" &hallenge makes the path for future su&&ess

;oday &ompanies must urgently and &riti&ally rethink their business mission and marketing strategies

!nstead of operating in a market pla&e of fi9ed and kno"n &ompetition and stable &ustomer preferen&es

today &ompanies "ork in "ar #one of rapidly &hanging &ustomer?&ompetitor te&hnologi&al advan&e ne"

la" managed trade poli&ies and diminishing &ustomer loyalty$

/ompany &onsiders the fa&t that today &ustomer fa&e a plenitude of produ&t every &ategory$ /onsider

that &ustomer e9hibit varying and diverse requirement for produ&t servi&e &ombination and pri&es$

!n the fa&e of their vast &hoi&es &ustomer "ill gravitate to the offering that best meet their individual

needs and e9pe&tation$

;herefore it is not surprising that today@s "inning &ompanies are those "ho su&&eed best in satisfying

indeed delighting their target &ustomer$ !f they &an@t bring something spe&ial to get market$ ;hey "ill

not last long$ ;hese &ompanies are market$ ;hey "ill not last long$ ;hese &ompanies are market fo&used

and &ustomer driven$

;hey pay e9treme attention to quality and servi&e to meeting and even e9&eeding &ustomer e9pe&tation$

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INTROD&CTION

%resent soft drink boon in !ndia "as attributed to the lega&y of /o&a /ola "hi&h "as there in !()!A till

15$ !n today@s market the /o&a/ola 2/oke ;humps Up =anta Cim&a Sprite ,anilla /oke et&$8

hold a 6+D market share that appears to bear &on&entrated rush to beg a big share in the soft drink

market$

,arious national E multinational firms are engaged in soft drink market due to in&rease in its demand

day by day$ As far as !()!A soft drink market is &on&erned there are ma:or &ompany@s engaged having a

big &ompletion to &apture the soft drink market are namely /o&a/ola E %epsi$ Fhile /ampa /ola E

many lo&al &ola@s still noti&e in the !ndian Market$

%epsi /ola atta&ked /o&a/ola before Forld Far !!$ /o&a /ola dominated the Ameri&an soft drink

industry %epsi &ola "as a drink less to manufa&tures E "ith a less satisfa&tory taste then /oke$ Fhere

as /o&a/ola ma:or selling point "as more drink for the same pri&e and %epsi emphasi#ed on

advertising$

)uring Forld Far !! %epsi E /oke both en:oyed in&reased sale$ After the "ar %epsi sale "as started to

fall relatively to /oke resulting the /o&a/ola had starting to &li&k the

Market share$ A number of fa&tory &ontributed to %epsi problem "ere poor image poor taskfor&e poor

quality &ontrol et&$

At that point Alfred$($Steeler &ame to the presiden&y of %epsi &ola "ith a great reputation for

mer&handising$ 0e and his staff re&ogni#ed that the main hope lay transforming %epsi

from a &heap imitator of /oke into a &lass on soft drink manufa&turer$

By 1533 all %epsi@s ma:or "eakness had been over&ome resulting sales had &limbed substantially$ ;hese

a&tions from 1533 to 1567 led to a &onsiderable sales gro"th for %epsi$


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!n !ndia another &ompany engaged in soft drink market is /o&a/ola$ !t is one of the most "idely

kno"n a&&epted and admired trademarks of the "orld$ /o&a/ola "as their in !ndia till 15 "hen the

!ndian Government banned it due to strong resentment against multinational &ompany@s /o&a/ola "as

relaun&hed again in !ndia in September 1554 at 0A;0AS near Agra$ ;he !ndia people "el&omed

the &ome ba&k of their most loved /ola in the &ountry "ith great enthusiasm and vigor$

/o&a/ola marked its relaun&hing "ith a&quiring five %arley drinks vi#$ ;humps Up Gold Spot

Cim&a /itra Maa#a Soda$

Soft drink industry is one of the fastest gro"ing industries in !ndia$ ;he basi& idea behind the rapid

gro"th of this industry is due to follo"ing reasons'

1$ ;he great &orporate "ar bet"een /oke E %epsi "ho left no stone unturned for monopoli#ing

the !ndia Soft )rink market$

+$ ;he basi& ideology of these t"o giants is to promote soft drinks as a food item in !ndia hold$

4$ ;he long hot summers in !ndia have in&reased the &onsumption of soft drinks$

COMPANY PROFILE

.eeping in vie" of tapping the !ndian soft drink market and also developing soft drinks as a drinking

produ&t among !ndians$ ;he /o&a/ola in !ndia has setup an independent organi#ations "hi&h is 0$/$/

E B$/$/ "ith a &apital of 437 U$S$H ea&h by virtue of sellout de&ision of the passed managing dire&tor

Sh$ S$ /$ Aggar"al$

0industan /o&a/ola bottling 2(F8 %vt$ Ctd$ (a:ibabad took the &omplete possession of this plant

land ma&hinery E intelle&tuals on =ebruary 1>@ 155I and sin&e then 0$/$/ looking after all its affairs

under &ompany o"ned bottling plant to establish integrated marketing system in the area$

!n 1555 the &ompany opened up the ne" bottling plant at )AS(A in Gha#iabad )istt$ ;his plant has

more sophisti&ated equipments then the plant at (a:ibabad$

I


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'ROLEMS OF T)E ST&D*

1$ ;he survey report that "as &ondu&ted had a predefined boundation of

intervie"ing the retail outlet o"ners$ !t@s based on simple observational analysis

"hi&h may lead to defle&tion at the time of &on&lusion arrival$

+$ ;he survey sheet being designed had a limited s&ope of primary data &overage

only$ !t did not take into &onsideration the other availability of supply and /o

ground on "hi&h it de&ided upon the provision of distribution of the promotional

a&&essories$

4$ )uring the entire survey the retailers "illingness for a&quiring the a&&essories in

a&&ordan&e "ith the s&hemes follo"ed "ith them &ould not be noti&ed$ ;his &ould

be one of the reasons of the nonappropriate promotional efforts in making an

a"areness

among the &ustomers

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> $ ;he data regarding'

0o" the a&&essories &an be a&quiredJ

Fhen the a&&essories did &ome into distribution &hannelingJ

Fere the retailers informed on the distributionJ

Fhat en&ouraged them to posses the a&&essoriesJ

Are they en:oying ba&k up from the &ompany for promotional a&tivitiesJ

3$ ;he time &onstraint "as also prevalent as there "as not abundant time for a detailed study to be

&ondu&ted among the retailers and dealers$

6$ ;he finan&ial limitations &ould also be felt as the funding regarding the survey "as not sub:e&ted

"hi&h lead to a la&k in an indepth study to be undertaken$

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11/21

O+ECTI,ES

!n this study an effort has been to several fa&tors "hi&h need to be taken due &onsideration to adhere to

the advertising sales promotion and various sales influen&ing fa&tors of the soft drink market$

!n the fast &hanging &ompetitive as "ell as e&onomi& s&enario all around the "orld and the domesti&

front the main ob:e&tive of the study are'

;o study the promotional poli&ies of the beverage &ompanies onto various high"ays$

;o Study the &omparative adds promotion by /oke in respe&t to %epsi$

;o Analysis regarding displays set up on the high"ays by the &ompanies in order to indu&e the sales$

;o Study for designing the budget requirement of the &ompany for the &oming year mainly fo&using

marketing of the produ&t$

;o Basi&ally survey on the type of promotional setba&k fa&ed by their produ&t not representing up to

mark performan&e$

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RESEARC) MET)ODOLOG*

esear&h Methodology is a "ay to systemati&ally solve the problem$

!t may be understood as a s&ien&e of studying ho" resear&h is done s&ientifi&ally$ !n it "e study the

various steps that are generally adopted by the resear&her in studying his resear&h problem along "ith

logi& behind them $ it is ne&essary for the resear&her to kno" not only the resear&h methods?te&hniques

but also the methodology used$ esear&hers not only need to kno" ho" to develop &ertain indi&es or

tests ho" to &al&ulate mean or median or mode ho" to apply parti&ular resear&h te&hniques but must

also kno" "hi&h of these methods or te&hniques are relevant and "hat "ould they mean and indi&ate

and "hy$

esear&h pro&ess &onsists of series of a&tions or steps ne&essary to effe&tively &arry out the resear&h$

RESEARC) DESIGN-

;he fun&tion of resear&h design is to provide for &olle&tion of relevant eviden&e "ith minimal

e9penditure of time effort and money$ ! follo"ed the &ensus method as ! did daily route riding along

"ith the e9e&utives and the salesmen$ ! got opportunity to meet and intera&t "ith ea&h one of the

retailers and &losely &ame to kno" spe&ifi& need of the promotion of /o&a/ola in the market as a

"hole$ ! &overed the distribution area under high"ays at Gha#iabad Modinagar and little area of (/

region$ Under the supervision ! got number of relevant data from on spot inspe&tion and personal

observation$

MET)ODS OF DATA COLLECTION'


13/21

;he survey sheet "as instantaneously equipped of data duly observed by me and in a systemati& manner

;he data thus in&ul&ated is through %rimary Sour&e by %ersonal !ntervie"s -nquiries and


14/21

! have paid attention on the follo"ing points "hile designing the sample'

a8 ;arget population

b8 Sample Unit

&8 Sampling Si#e

d8 Sampling Method

a60 TARGET 'O'&LATION-

the population of the study &onsisted of retailers and dealers$ ;arget population "as taken from the &ities

of Gha#iabad Modinagar and (oida$

60 SAM'LING &NIT-

andom sampling "as &hosen that is "here any outlet of the "hole population "as likely to be sele&ted

as any other outlet that is all the outlets of the population have equal &han&es$

Shops pursuing promotional tools 2both dealers and retailers8 in Gha#iabad Modinagar and (oida &ities$

c60 SAM'LE SI3E-

A total of 37 shops "ere observed from the &ities Gha#iabad Modinagar and (oida$

:60 SAM'LING MET)OD- %urposive Sampling

1>


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ANAL*SIS

An indigenous effort on the behalf of the surveyor in order to be very &autious "hile &olle&tion of

the ra" data that is of primary nature of promotion at high"ays$

;his high"ay is a part of the study undertaken on the behalf of the /o&a/ola /o$ in order to help itdesign out its ne9t &oming years marketing and advertising are performed in order to &apture the

psy&hologi&al attention of the passed by in order to refresh them$

;he study is thereby based on the primary data &olle&ted at various refreshing outlets being &overed

on the ma:or high"ays of )elhi and (/ region$ !t is basi&ally a &omparative study bet"een the

t"o ma:or /ola Giants%-%S! and /oke$

;he t"o ma:or routes being &overed during my survey on the pro:e&t are'

(oida 2 Se&48 ;o Sura:pur$2oute having %epsi@s )evyani Bottling %lant8

,i:ay (agar /he&k %ost ;o Garh Ganga$2oute having /o&a/ola@s Gha#iabad %rodu&tion %lant8

S&R,E* TERMINOG*

218 S0


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MARKET 'ROMOTION ANAL*SIS

2Spe&ial Supervision !nspe&tion eport in M


17/21

CONCL&SION

1$ ;he various retailers had an enormous demand for better GSB@s and in many &ases of )%S for abetter impressive outlet look to attra&t &onsumers$

+$ ;he endless demand of a& &oolers in order to store large quantity of sto&k as a part of marketing

and distribution promotional fun&tion of the &ompany is studied therein$

4$ ;he steady flo" of the &ompany@s promotional a&&essories &ould be felt irrespe&tive of the

&onsumption of the outlets of the produ&t$ =or e9ample' ra&ks &ounters sign boards et&$

>$ !n a &ompetitive environment the &ompany got to study the s&hemes of their &losest rivals "hi&h

they follo"ed and in return fulfilled the needs regarding their outlets set up$

3$ ;imely &he&k up of the proper usage of the /o@s assets 2SGA8 being made as "ell as their

malfun&tioning is re&tified$

6$ Misuse of the /o&a/ola SGA@s should be brought into &onsideration as a retailers sto&k other

&ompanies sto&k and depre&iate the demand of the sour&e &ompany$

$ ;he ar&hrivals produ&t study &an be entertained from the retailers and the privilege on their par

is kno"n "hi&h helps in formulation of better marketing promotional s&heme@s

I$ %epsi@s regular sto&kholders be tra&ed and break up by providing motivational introdu&tory offers

enhan&ing the market &apture$

5$ /o&a/ola should try to make arrangements so that the marketing representatives "ould visit the

retail outlets regularly and try to solve the retailers as "ell as the distributors problems "hi&h

they usually fa&e during the peak season$

17$ Better effi&ient sales representatives be appointed to update the retailers about the s&hemes in

&omparison to %epsi$ ;his "ould en&ourage a &uriosity regarding the /o&a/ola s&hemes among

them$

11$ ;he &omplaints of the retailers be studied and paid attention of the highest degree to ensure

better market &apturing

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RECOMMENDATIONS

18 GS; GLO< SING OARD-

!t is a display board or hoarding bearing the promotional advertisement of the respe&tive produ&t of the

&ompany$ ;he &ompanies for their produ&t promotion and sales enhan&ement usually provide them$

+8 D'S;DEALER 'RINTED SIGN OAD -

)isplay boards of the same nature "ith an additional feature of the retailer@s name or the outlet@s name

being mentioned on them in order that the sponsors bear the value addition on the behalf of the

&ompany$ Usually provided to sto&kiest "ho have large &onsumption of the produ&t$

48 CO&NTERS-

Fooden or metalli& frame"ork provided by the &ompany to the e9&lusive outlets "hi&h either sto&k in

bulk or "hi&h are parti&ular brand outlets$ ;he &ompany in return promises a &ertain fi9ed sto&k supply

for a &ertain time period$ ;he &ounters bear the &ompany@s advertisements as a sour&e of marketing

promotion$

>8 TALE; C)AIR; &MRELLA-

Molded furniture of plasti& is being provided at various openair restaurants or dhabas for the

&onvenien&e of the &ustomers "hile their visits$ !n return the &ompany a&hieves produ&t promotion as

"ell as retailers satisfa&tion$ ;hey &an also be seen at various street side &afes and :ui&e &orners$

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A''ENDI1

Ro"te No0 -;

Na$e of o"tlet-;

Contact =erson-

A::ress-;

. 0 T%=e of C>annel-;

(a6 -atery (6 Gro&ery (c6 /onvenien&e (:6 !nstitute (e6


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a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2ii8 Fhi&h &ompany vehi&le arrives on timeJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2iii8 Fhi&h &ompany provides better servi&e in emergen&yJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2iv8 Fhi&h &ompany@s vehi&le is more regular in visitJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

5$ etailer satisfa&tion equipment'2i8 Fhi&h &ompany provides better s&heme 2vision?oye8J2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2ii8 Fhi&h &ompany provides better s&heme for i&e bo9'2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

17$ etailer satisfa&tion s&heme'2i8 Fhi&h &ompany &omes out "ith good s&hemesJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2ii8 Fhi&h &ompany e9e&utes his marketing s&hemeJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2iii8 Fhi&h &ompany provides better option for marketing s&hemeJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 none

2iv8 Fhi&h &ompany offers other more trade s&hemeJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2v8 Fhi&h &ompany offers more value trade s&hemeJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

11$ egular satisfa&tion relationship'2i8 Fhi&h &ompany route agent behaves more supportively and professionallyJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2ii8 Fhi&h &ompany offi&ial visits more frequentlyJ

2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one

2iii8 Fhi&h &ompany offi&er provides better solutionsJ2a8 %epsi 2b8 /oke 2&8 Both 2d8 (one1+$ %roblem 2if any8'14$ Suggestion 2if any8'

+7


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ILIOGRA')*

.othari %hilip Marketing Management %renti&e 0all !ndia (e" )elhi

.othari /$ esear&h Methodology Fish"a %rakashan (e" )elhi

"""$&o&a&ola$&om$

"""$google$&om

"""$&o&a&olaindia$&om
http://www.cocacola.com/http://www.google.com/http://www.coca-colaindia.com/http://www.cocacola.com/http://www.google.com/http://www.coca-colaindia.com/

Synopsis - Marketing Strategies of Coke

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