Presentation on Sales Promotion Strategies of COCA-COLA and its effectiveness : Submitted by:Neha yadav
m.b.a 3rd sem Presentation on Sales Promotion Strategies of COCA-COLA and its effectiveness introduction : introduction 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. STATEMENT OF PROBLEM : STATEMENT OF PROBLEM As we know that sales promotion plays a very critical role in the field of every business organisastion as well as the life of a consumer,both have to take suitabale decisions regarding the selling or purchasing the products.The company gives various promotional schemes to their customer,retailers,distributors according to their pre set plans or market conditions so that they will not jump to other products. The main problem faced by me during summer training was time limitation i.e. six weeks which is not sufficient to know every things about the COCA-COLA promotional strategies. OBJECTIVES : OBJECTIVES To see how much the promotional activities are successful in popularizing the coca cola and pulling the consumers towards the company.
To compare the effectiveness of coca- cola's "Promotional activities" with other soft drinks.
To see that whether the final consumer of coca- cola and intermediaries are getting proper benefits from sales promotional activities or not.
To appraise the personal selling efforts directed by Coca-Cola.
To suggest measures to further improve the promotional activities of Coca-Cola and make it more competitive. SCOPE OF THE STUDY : SCOPE OF THE STUDY The main concern of my study is to have knowledge and an idea about the Marketing strategies of COCA COLA 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'. CONCEPTUALISASTION Theoretical Aspect of Sales Promotion : CONCEPTUALISASTION Theoretical Aspect of Sales Promotion Objective of 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
5. To establish the large market segment Practical aspects : Practical aspects PROMOTIONAL SCHEMES
1. Limca Launches 'Laptop Ki Barish'
3.Coca-Cola Food Mela
5.Coca-Cola Pet Promotion
7.Promotion through restaurants and cinema hall holdings Industry profile : 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. 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.
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).
Formation of Coca-Cola beverages stated in a very simple way, but today 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. Company profile : Company profile 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.
CORE BRANDS Research Methodology : Research Methodology Research Design Research is exploratory as well as comparative analysis in nature. Data collection and sampling plan : Data collection and sampling plan Primary data
SAMPLING:-Systematic random sampling
Number of consumers:-100
Number of retailers:-100
Number of distributors:-10 SALES PROMOTION TECHNIQUES OF COMPANY : SALES PROMOTION TECHNIQUES OF COMPANY Good Advertising.
Effective Incentive Policy.
Wide & Deep Distribution System.
Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, Chairs etc.) to retailers.
Decorating Retailers shop by display board, dealer’s board etc. Data Analysis Conclusion : Data Analysis Conclusion Q1:-Which of the following promotional schemes you have come across so far? Interpretation
The results show that price off and extra quantity is the two main offers/schemes which consumers have came across at the time of purchase. It will help the manufacturers and marketers too how too launch their new products in the market with which schemes. Q 2:-Which medium do you feel is suitable to promote the various promotional schemes? : Q 2:-Which medium do you feel is suitable to promote the various promotional schemes? Interpretation:-The above result shows TV as the best media to market the product which will cover majority of the viewer ship Q:-3What do You think about the Sales promotional Schemes offered to you by the company. : Q:-3What do You think about the Sales promotional Schemes offered to you by the company. Q:4 Do you think that more Sales promotional Schemes are needed for distributors of retailers. : Q:4 Do you think that more Sales promotional Schemes are needed for distributors of retailers. Interpretation:-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 like 50%off scheme Q:-5 What kind of Promotional activities affect sales mostly ? : Q:-5 What kind of Promotional activities affect sales mostly ? Interpretation:-free bottle scheme one get one free affect the coca-cola sales mostly FINDINGS : FINDINGS Advertising campaign of coca cola now can see easily on villages like sign board, hoardings on highway, banners @ outlets
Personal - selling assistance gives to them by the company & more POPs. Advertising materials and refiregerators from Coca- Cola has also good result on sales.
the sales promotion techniques like- Discount to monopoly retailers & schemes on products is good. SUGGESTIONS : SUGGESTIONS Free gifts must be distributed among retailer who sells higher quantity of Coca- Cola product.
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.
Company must make new strategy to fight local cold drinks brands LIMITATIONS : LIMITATIONS Limitation of time.
The project report is conducted only in gurgaon, hence the results may vary in other parts of the state/cities.
The findings are based on the survey conducted in the month of June to August, the results may vary in other months.
The responses may vary as some people did not want to come up with real answers.
And like any other research the limitation of personal bias of respondents limits the scope of the study Slide 22: Thankyou