final project

A STUDY ON “PROMOTIONAL ACTIVITES” WITH SPECIAL REFERENCE TO THE HCCB PVT LTD, VISAKHAPATNAM.SUMMER INTERNSHIP PROJECT REPORT Submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Business Management (Recognized by A.I.C.T.E., Ministry of H.R.D) Submitted By V. RAVITEJA Enrollment No.: 23037 (2009-2011) Under the esteemed guidance of Mr. KIRAN OMMI ASSOCIATE PROFESSOR INGEGRAL INSTITUTE OF ADVANCED MANAGEMENT VISAKHAPATNAM- 530017 Classified - Internal use DECLARATION I hereby declare that this project report entitled “PROMOTIONAL ACTIVITIES” with reference to HINDUSTAN COCA-COLA BEVERAGE PVT LTD, Visakhapatnam, was prepared by me during the period of summer project. The project work is not submitted to any other university or institute or published before for the award of Degree. DATE: PLACE :VISAKHAPATNAM (V.Ravi teja) Roll No. : 23049 Sec : A Classified - Internal use CERTIFICATE This is to certify that RAVITEJA, Reg.No. 23037 of Second Semester MBA has successfully completed the project entitled PROMOTIONAL ACTIVITIES OF HINDUSTAN COCA-COLA BEVERAGE PVT LTD in partial fulfillment for the award post graduation diploma of business management. It was completed under the guidance of Mr.Kiran Ommi, Associate Professor of IIAM. Project Guide (Prof. Kiran Ommi ) Director (PROF.B.PARVATHESWARAO) Classified - Internal use S. for giving me a golden opportunity for doing the dissertation work as per specialization area.Ch.ACKNOWLEDGEMENT Every endeavor undertaken to accomplish challenging goals.Arjun Rao(Executive-CDE) for his valuable suggestions and ideas.Srinivasulu (HR). Classified . I express my sincere gratitude of my project guides Mr. Therefore it has been my privilege to get the benefit from many quarters.Internal use . My heartful thanks to Mr.Ramalingeswar Rao (ASM) for being supportive at all time during my project work.K.Ch. I also thankful to Mr. Kiran Ommi .B.S.V.PARVATHESWARAO and my project guide Prof.Executive) and Mr.Rao (Sr.B. I wish to express my heartiest gratitude to our director PROF. can only be successful under the experienced and encouraging guidance. CHAPTER-V Classified . CHAPTER-II  Industry at glance……………………………………………………….My appreciation run deep to all those who have helped me directly and indirectly in successful completion of the dissertation.Internal use .  Theoretical frame work………………………………………………….  Objectives…………………………………………………………………. CHAPTER-III  Company profile…………………………………………………………. CHAPTER-IV  Detail study on promotional activities………………………………….  Methodology………………………………………………………………. CONTENTS CHAPTER-I  Introduction……………………………………………………………….  Limitations…………………………………………………………………  Need for the study …………………………………………………………. CHAPTER-VI  Findings……………………………………………………………………  Suggestions………………………………………………………………. proposed a 4 P classification in 1960. took the recipe idea one step further and coined the term "marketing-mix".. Jerome McCarthy. INTRODUCTION The four main fields of the Marketing mix. CHAPTER-VIII  Bibliography………………………………………………………………. The four Ps concept is explained in most marketing textbooks and classes..Internal use . A prominent marketer.  Summary…………………………………………………………………. Elements of the marketing mix are often referred to as 'the four Ps': Classified . which has seen wide use. Interpretation & analysis………………………………………………. in his American Marketing Association presidential address.The term "marketing mix" was first used in 1953 when Neil Borden. E.  Conclusion………………………………………………………………… CHAPTER-VII  Annexure………………………………………………………………….. It can include any physical store as well as virtual stores on the Internet. It is determined by a number of factors including market share. The business may increase or decrease the price of product if other stores have the same product. • Promotion represents all of the communications that a marketer may use in the marketplace. A certain amount of crossover occurs when promotion uses the four principal elements together. which is common in film promotion. It is often referred to as the distribution channel. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Promotion has four distinct elements: advertising. sponsorship deals. competition. seminars or trade fairs and events.A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Public relations are where the communication is not directly paid for and includes press releases. public relations. Advertising covers any communication that is paid for. • Place – Place represents the location where a product can be purchased.• Product . Word of mouth is any apparently informal communication about the product by ordinary individuals. radio and Internet adverts through print media and billboards. Packaging also needs to be taken into consideration.Internal use . • Price – The price is the amount a customer pays for the product. satisfied customers or people specifically Classified . from cinema commercials. exhibitions. word of mouth and point of sale. Typical examples of a mass produced tangible object are the motor car and the disposable razor. material costs. product identity and the customer's perceived value of the product. A less obvious but ubiquitous mass produced service is a computer operating system. conferences. Internal use . For example.00 would be considered a strategic change in the position of the product. Parm Bains says making large changes in any of the four Ps can be considered strategic. potentially related to a promotional offer. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Classified .00 to $39. a large change in the price.99 would be considered a tactical change. optimizing the marketing mix is the primary responsibility of marketing. Making small changes in the marketing mix is typically considered to be a tactical change.engaged to create word of mouth momentum. However a change of $130 to $129. Broadly defined. say from $19. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Advertising. It is the same with promotions. Direct Mail.PROMOTIONAL STRATEGIES Another one of the 4P's is 'promotion'. The message is decoded by a car radio (decoding) and the target consumer interprets the message (receiver). It is transmitted during a set of commercials from a radio station (Message / media). Sales Promotion. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign. He or she might visit a dealership or seek further information from a web site (Response). The car manufacturer (sender) pays for a specific advert with contains a message specific to a target audience (encoding). As with all forms of communication. As with Neil H.Borden's marketing mix. the final outcome is different.' Think of it like a cake mix. Trade Fairs and Exhibitions. Sponsorship.Internal use . The message from the marketer follows the 'communications process' as illustrated above. The elements of the promotions mix are: • • • • • • • Personal Selling. The elements of the promotions mix are integrated to form a coherent campaign. Public Relations. the basic ingredients are always the same. However if you vary the amounts of one of the ingredients. The consumer might buy a car or express an interest or dislike (feedback). This information will inform future elements of an integrated promotional Classified . This includes all of the tools available to the marketer for 'marketing communication'. a radio advert is made for a car manufacturer. For example. marketing communications has its own 'promotions mix. A business' total marketing communications programme is called the "promotional mix" and consists of a blend of advertising. we describe the four key elements of the promotional mix in more detail.campaign. all competing for attention. To generate sales and profits. Noise represent the thousand of marketing communications that a consumer is exposed to everyday. Examples: Sales Classified . It is not enough for a business to have good products sold at attractive prices.Internal use . Personal Selling is an effective way to manage personal customer relationships. In marketing. PROMOTION MIX Let us look at the individual components of the promotions mix in more detail. The sales person acts on behalf of the organization. sales promotion and public relations tools. They tend to be well trained in the approaches and techniques of personal selling. Perhaps a direct mail campaign would push the consumer to the point of purchase. 1. the benefits of products have to be communicated to customers. Remember all of the elements are 'integrated' to form a specific communications campaign. In this revision note. Personal Selling. For example salesmen are often used to sell cars or home improvements where the margin is high. PROMOTION IS ALL ABOUT COMPANIES COMMUNICATING WITH CUSTOMERS. personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. It is helpful to define the four main elements of the promotional mix before considering their strengths and limitations. this is commonly known as "promotion". personal selling. Direct Mail Direct mail is very highly focussed upon targeting consumers based upon a database. samples. money-off promotions. and so on. The mail is sent out to the potential consumers Classified . Media and non-media marketing communication are employed for a pre-determined. and public relations. the potential consumer is 'defined' based upon a series of attributes and similarities. It is relatively cheap. stimulate market demand or improve product availability.Internal use . Each sales promotion should be carefully costed and compared with the next best alternative. or Buy One Get One Free. 4. sweepstakes. Sales Promotion. rebates. just watch what happens when there is a disaster. and won't be buying the product. and telemarketing. sales meetings. limited time to increase consumer demand. competitions. introductory offers (such as buy digital TV and get free installation). tie-ins.presentations. As with all marketing. contests. Can be face-to-face or via telephone. trade shows. Sales promotion tend to be thought of as being all promotions apart from advertising. product samples. but if the company has a bad image already. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. Successful strategies tend to be long-term and plan for all eventualities. planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). All airlines exploit PR. Examples: Coupons. and exhibitions. Public Relations (PR) Public Relations is defined as 'the deliberate. For example the BOGOF promotion. self-liquidating premiums. people won't trust in the company. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. but certainly not cheap. The product can be as good as possible. 2. free accessories (such as free blades with a new razor). Others include couponing. 3. sales training and incentive programs for intermediary salespeople. trade-ins. For example. There are many advertising 'media' such as newspapers (local. satellite) cinema. you would use a database of doctors' surgeries as the basis of your mail shot.and responses are carefully monitored. Sponsorship Sponsorship is where an organization pays to be associated with a particular event. The attributes of the event are then associated with the sponsoring organization. outdoor advertising (such as posters. and let potential buyers try the product. this way. if you are marketing medical text books. Companies will sponsor sports events such as the Olympics or Formula One. create awareness. You make your product. and transmit information in order to gain a response from the target market. but coherent campaign. 7. The elements of the promotional mix are then integrated to form a unique. trade). national. magazines and journals. Advertising Advertising is a 'paid for' communication. ADVANTAGES AND DISADVANTAGES OF EACH ELEMENT OF THE PROMOTIONAL MIX Classified . They offer the opportunity for companies to meet with both the trade and the consumer. . Companies will seldom sell much at such events.Internal use . Expo has recently finish in Germany with the next one planned for Japan in 2005. The purpose is to increase awareness and to encourage trial. terrestrial. 6. television (local. despite a recent decline in interest in such events. your competitor can see exactly what you are doing. cause or image. It is used to develop attitudes. free. you know directly what people see in your product. national. bus sides). The downside. 5. Trade Fairs and Exhibitions Such approaches are very good for making new contacts and renewing old ones. lots of communication between the buyer and seller Excellent for communicating complex / detailed product information and features Relationships can be built up important if closing the sale make take a long time Sales Promotion Can stimulate quick increases in sales by targeting promotional incentives on particular products Good short term tactical tool Public Relations Often seen as more "credible" since the message seems to be coming from a third party (e.Mix Element Advertising Advantages Good for building awareness Effective at reaching a wide audience Repetition of main brand and product positioning helps build customer trust Disadvantages Impersonal . newspaper) Cheap way of reaching many customers .if the publicity is achieved through the right media Costly . customers may get used to the effect Too much promotion may damage the brand image Risk of losing control .employing a sales force has many hidden costs in addition to wages Not suitable if there are thousands of important buyers If used over the long-term.cannot answer all a customer's questions Not good at getting customers to make a final purchasing decision Personal Selling Highly interactive . magazine.Internal use .cannot always control what other people write or say about your product PROMOTION THROUGH THE PRODUCT LIFE CYCLE Classified .g. coupons etc may be used to push the product through the introduction stage of the lifecycle. Growth As the product becomes accepted by the target market the organisation at this stage of the lifecycle the organisation works on the strategy of further increasing brand awareness to encourage loyalty. Any differential advantage will be clearly communicated to the target audience to inform of their benefit over their competitors. magazine. Television. Maturity At this stage with increased competition the organisation take persuasive tactics to encourage the consumers to purchase their product over their rivals. Introduction When a product is new the organisations objective will be to inform the target audience of its entry.Internal use . Decline As the product reaches the decline stage the organisation will use the strategy of reminding people of the product to slow the inevitable Classified .As products move through the four stages of the product lifecycle different promotional strategies should be employed at these stages to ensure the healthy success and life of the product . Stages and promotion strategies employed. Push and Pull Strategies will be used at this crucial stage. radio. The e-commerce revolution promises to deliver a more efficient way of conducting business.INTERNET PROMOTION The development of the world wide web has changed the business environment forever.Internal use . Owning a website is a now a crucial ingredient to the marketing mix strategy of an organisation. Classified . Consumers can now obtain instant information on products or services to aid them in their crucial purchase decision. which topped a 1 million after a few days. Hit rates are phenomenal. European football stars are now issuing press releases over the web with the sites registered under their own names. Shoppers can now purchase from the comfort of their home 24 hours a day 7 days a week. Dot com fever has taken the industry and stock markets by storm. Sony Japan took pre-orders of their popular Playstaion 2 console over the net. Classified .Advertisers have now moved their money over to the internet as customers are on average spending more time online then watching TV. Popular ways to advertise seem to be with banners and pop ups.Internal use . .Internal use .  To get awareness of the promotional activities and how it functions in HINDUSTAN COCA-COLA BEVERAGE PRIVATE LIMITED.  To find out the effectiveness of promotional activities of HINDUSTAN COCACOLA BEVERAGE PRIVATE LIMITED. Classified .Objective of the project OBJECTIVES OF THE STUDY This study was conducted with an objective of getting an insight into PROMOTIONAL ACTIVITIES OF HINDUSTAN COCA-COLA BEVERAGE PVT LTD in VISAKHAPATNAM and customers attitudes toward all the coke products. Classified .Internal use . To know how the company is achieving the competitive advantage through promotional activities.  To identify the features that influence the customer for selecting the coke brands.  To provide the suggestions to coke regarding the improvements in promotional activities.  To understand the consumer purchase behavior based on the promotional activities.  To find out the role of promotional activities of HINDUSTAN COCA-COLA BEVERAGE PVT LTD for the retention of customers . Research Methodology METHODOLOGY RESEARCH METHODOLOGY Population : finite (approx-75) Sample size: 100 (outlets are taken as the sample) SAMPLING TECHNIQUE Classified .Internal use . The data regarding the Indian SOFT DRINK scenario and Classified .coca-colaindia.Fact expressed in quantitative from can be termed as “data”. PRIMARY DATA : The primary data will be collected with the help of a structural questionnaire targeting the consumers. Date may be classified either as “primary data” or “secondary data”. The questions consists of 15 and this questions involve the impact of promotional activities on companies sales as well as consumer purchase behavior and the benefits more which they are desired. The secondary data required for the study was obtained from the Hindustan Cocacola Beverage Private Limited records and websites like www. SECONDARY DATA: The secondary data implies the data that is already available and collected and analyzed and other information in form news papers and magazines.com SOURCES OF DATA After the objective has been stated clearly. the next task was to collect relevant data regarding the research study.Internal use . Data regarding effect of promotional activity done by HINDUSTAN COCACOLA BEVERAGE PVT LTD. Apart from that I have also gone through the record of the company. Data regarding the various product of coke. And other relevant data were also collected from internet. 3. the MARKETING MANAGER of the department. Data regarding HINDUSTAN COCA-COLA BEVERAGE PVT LTD. 2. DATA COLLECTION INSTRUMENT The basic instrument used in collecting the data in this survey is the questionnaire. Although there were some data from newspaper and magazines but the major portion was given by the company i. Data regarding the soft drink industry in india.e. 4.HINDUSTAN COCA-COLA BEVERAGE PVT LTD were collected from the internet. In fact the above collected data was not enough so there was need of primary source of data. Data regarding the availability of the product and price of the product.Internal use . Classified . 5. So the primary data involved data collected from customers. The data collection from the above include: 1. Most of the data and figures were collected from the record of the company. 'Coke' is the name as it is sometimes known has dominated the soft drink world. It is produced by the Coca-Cola Company.Internal use . All of those individual experiences combined have created a worldwide phenomenon – a truly global brand. Classified . Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an experience that millions of others have savored. NEED FOR THE STUDY Coca Cola is a famous carbonated soft drink that is preferred by every person. Although most of the questions were useful but some of the questions were not answered properly.The questionnaire was prepared by me under the guidance of the marketing manager of the HINDUSTAN COCA-COLA BEVERAGE PVT LTD. Some question like Why they enrolled particularly to the promo that they are using currently and any suggestions regarding promotional activity were not answered. The aim of the study is to examine and evaluate how the promotional activities are playing the major role in the company’s success. LIMITATIONS Some of the limitations felt and faced were. promo they are using currently.Internal use .It has a hugged turnover and profits and some even it gave birth to many varieties of drinks .  The area selected was limited to Visakhapatnam only. promotional activities of coke and so on…. which has a maximum exposure to the market. occupies a very important place in our state . how the promotional activities are useful to the customers as well as showing impact on consumers purchase behaviour. Keeping in view.. Classified . a thorough survey is made to know about the PROMOTIONAL ACTIVITIES and customers attitudes toward all the coke products. a thorough study is made with various factors such as factors considered for adopting coke products. the findings are regional and do not represent state or country.As HINDUSTAN COCA-COLA BEVERAGE PVT LTD.  The major limitation in my study is.  The study will be undergone with in the limited period of only 45 days  Some of the finding have been taken in the research are based on opinion. as of the customers are illiterates they were scared to answer the questions correctly.Internal use . attitudes. feelings and perceptions its few respondents . The data which is used in the study was given by the Guide and which was assumed to be true.  There is a possibility of biased answers from the respondents hence the information collected might not be an accurate one  Lack of customers viability for the interview. Classified .so we cannot take for granted the opinions and presumption of all the consumer. Internal use .INDUSTRY PROFILE Classified . 9% growth in the early‘20s.7% of the total carbonated beverage market. Sodas too are sold largely in southern states besides sale through bars. GROWTH PROMOTIONAL ACTIVITIES The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. thumps up. The market size for FY09 is expected to be 10000 mn bottles. The soft drinks market till early 1990s was in hands of domestic players like campa. While cola drinks have main markets in metro cities and northern states of UP. Diet coke presently constitutes just 0. Orange flavored drinks are popular in southern states. Although the import and manufacture of international brands like Coke and pepsi is enhanced in India the local brands are being stabilized by advertisements.Internal use . Limca etc but with opening up of economy and coming of MNC players Coke and pepsi the market has come totally under their control. Presently the market growth has growth rate of 9. good quality and low cost. Classified .Soft Drink Production are the market preference is highly regional based. Haryana etc. The market witnessed 7.INDUSTRY PROFILE INTRODUCTION Soft drink market size for FY08 was around 7480 mn cases. Punjab. Western markets have preference towards mango flavored drinks.11% per annum compared to 22% growth rate in the previous year. in which the players constantly innovate.Internal use . The beverage industry is vast and there various ways of segmenting it. for adults and for senior citizens. beverages for kids.BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT In India. The different ways of segmenting it are as follows: • • • • Alcoholic. in order to come up with better products to gain more consumers and satisfy the existing consumers. non-alcoholic and sports beverages Natural and Synthetic beverages In-home consumption and out of home on premises consumption. so as to cater the right product to the right person. BEVERAGES Alcoholic Non-Alcoholic Carbonated Non-Carbonated Cola Non-Cola Non-Cola FIGURE 1: BEVERAGE INDUSTRY IN INDIA TYPES AVAILBLE Classified . Age wise segmentation i. It is an industry. beverages form an important part of the lives of people.e. Cola products account for nearly 61-62% of the total soft drinks market. Bathing in natural springs has long been considered a healthy thing to do and mineral water was said to have curative powers. Cola. JOSEPH PRIESTLEY In 1767. Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid.Pepsi etc. Clear Lime and Mango. diet coke. Cloudy Lime. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available. Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.Soft drinks are available in glass bottles. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Scientists soon discovered that gas carbonium or carbon dioxide was behind the bubbles in natural mineral water. Soft drinks can trace their history back to the mineral water found in natural springs. Classified . They were made from water and lemon juice sweetened with honey. Bergman's apparatus allowed imitation mineral water to be produced in large amounts. The market can also be segmented on the basis of types of products into cola products and non-cola products. In 1676. the Compagnie de Limonadiers of Paris were granted a monopoly for the sale of lemonade soft drinks. Three years later. Thumps Up. lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. The first marketed soft drinks (non-carbonated) appeared in the 17th century.Internal use . Soft drinks can be further divided into carbonated and non-carbonated drinks. The brands that fall in this category are Coca. namely: Orange. aluminum cans and PET bottles for home consumption. the first drinkable man-made glass of carbonated water was created by Englishmen Doctor Joseph Priestley.Cola. first used for bottling soda water. • • • • • 1798 The term "soda water" first coined. 1861 The term "pop" first coined. 1881 The first cola-flavored beverage introduced.S. Classified . carbonated beverages did not achieve great popularity in America until 1832. 1810 First U. • • • • • • • • • 1851 Ginger ale created in Ireland. the first United States patent was issued for the "means of mass manufacture of imitation mineral waters" to Simons and Rundell of Charleston. However. 1850 A manual hand & foot operated filling & corking device.S. 1898 "Pepsi-Cola" is invented by Caleb Bradham. 1819 The "soda fountain" patented by Samuel Fahnestock. 1874 The first ice-cream soda sold. John Mathews then mass-manufactured his apparatus for sale to soda fountain owners. soda pop.Internal use . 1886 Dr. Soft drinks by definition are carbonated drinks that are non-alcoholic. or tonic. Georgia.JOHN MATHEWS In 1810. 1876 Root beer mass produced for public sale. John S. patent issued for the manufacture of imitation mineral waters. Pemberton invented "Coca-Cola" in Atlanta. 1835 The first bottled soda water in the U. pop. Texas. 1885 Charles Aderton invented "Dr Pepper" in Waco. 1892 William Painter invented the crown bottle cap. Carbonated soft drinks are also refereed to as soda. South Carolina. when John Mathews invented his apparatus for the making carbonated water. Early 1920's The first automatic vending machines dispensed sodas into cups. Census reported that more than 5. • 1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in March. 1929 The Howdy Company debuted its new drink "Bib-Label Lithiated LemonLime Sodas" later called "7 Up". 1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association. Invented by Charles Leiper Grigg. 1919 The American Bottlers of Carbonated Beverages formed. • 1934 Applied color labels first used on soft drink bottles. • • • • • • 1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.S. 1965 The resealable top invented.• 1899 The first patent issued for a glass blowing machine.Internal use . 1959 The first diet cola sold. 1923 Six-pack soft drink cartons called "Hom-Paks" created. 1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh. 1920 The U. used to produce glass bottles. • 1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by Kirsch. The pull-ring tab was invented by Alcoa. • • • 1957 The first aluminum cans used. invented by Ermal Fraze of Kettering. Classified . • • • 1965 Soft drinks in cans dispensed from vending machines. Ohio.000 bottlers now exist. PA. the coloring was baked on the face of the bottle. 1973 The PET (Polyethylene Terephthalate) bottle created. and is naturally carbonated. root beer.Internal use . made from fermented dandelion (Taraxacum officinale) and burdock (Arctium lappa) roots. Soft drinks are often carbonated and commonly consumed while chilled or at room temperature. juice and milkshakes also do not fall into this classification. since the safrole in the original recipe was found to be carcinogenic. cream soda. or soda pop) is a drink that typically contains no alcohol. The drink (similar to sarsapirilla) is still available today. • 1979 Mello Yello soft drink is introduced by the Coca Cola company as competition against Mountain Dew.5% by volume) and is usually referred to as a sugary drink. squash. though may contain small amounts [1]( typically less than 0.• • • 1970 Plastic bottles are used for soft drinks. grape soda. • 1981 The "talking" vending machine invented. pop. a popular drink known as Dandelion & Burdock appeared in England. herbs. Classified . 1974 The stay-on tab invented. sparkling lemonade (or other lemon-lime soft drinks). orange soda. Generally it is also implied that the drink does not contain milk or other dairy products. A soft drink (widely referred to as soda. sparkling water.e. The term "soft" is employed in opposition to "hard". hot tea. and ginger ale. tap water. KY. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners. but is made with flavorings and carbonated water. sweet tea. Some of the most common soft drinks include cola. These were juiced soft drinks made of crushed fruit. drinks with high alcoholic content by volume. iced tea. Introduced by the Falls City Brewing Company of Louisville. flavored water. such as diet soda. The earliest soft drinks were sherbets developed by Arabic chemists and originally served in the medieval Near East. i. Hot chocolate. coffee. fruit punch. From around 1265. or flowers. Priestley published a paper entitled Impregnating Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called) onto chalk to produce carbon dioxide gas. Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Beginning in 1806. In 1767. Another Englishman. Bergman's apparatus allowed imitation mineral water to be produced in large amounts. John Mervin Nooth. Swedish chemist Jöns Jacob Berzelius started to add flavors (spices. improved Priestley's design and sold his apparatus for commercial use in pharmacies. the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Yale chemistry professor Benjamin Silliman sold soda waters in New Haven. (also known as soda water). juices and wine) to carbonated water in the late 18th century." and the soda fountain made the biggest splash in the United States. England. scientists made important progress in replicating naturally carbonated mineral waters. is the major and defining component of most soft drinks. Priestley found water thus treated had a pleasant taste. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians. In 1676. and encouraging the gas to dissolve into an agitated bowl of water. He used a Nooth Classified . Connecticut. and he offered it to friends as a refreshing drink. SODA FOUNTAIN PIONEERS Artificial mineral waters. His invention of carbonated water.The first marketed soft drinks (non-carbonated) in the Western world appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1772.Internal use . usually called "soda water. CARBONATED DRINKS In late 18th century. Englishman Joseph Priestley first discovered a method of infusing water with carbon dioxide to make carbonated water when he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds. Businessmen in Philadelphia and New York City also began selling soda water in the early 1800s.S. (They were certainly known in England. patents were filed for either a cork. They used birch bark (see birch beer). or lid for the carbonated drink bottle tops during the early days of the bottling industry. Pharmacies with soda fountains became a popular part of American culture. Both men were successful and built large factories for fabricating fountains. John Matthews of New York City and John Lippincott of Philadelphia began manufacturing soda fountains. though.[7]) In America. SODA FOUNTAINS VS BOTTLED SODAS The drinking of either natural or artificial mineral water was considered a healthy practice.apparatus to produce his waters. usually in a drugstore or ice cream parlor. In the early 20th century. The American pharmacists selling mineral waters began to add herbs and chemicals to unflavored mineral water. most soft drinks were dispensed and consumed at a soda fountain. glass industry. recovering from months of debauchery.500 U. Flavorings were also added to improve the taste. Due to problems in the U.Internal use . In the second half of the 20th century. In The Tenant of Wildfell Hall. fruit extracts. wakes at noon and gulps a bottle of soda-water. sarsaparilla. Carbonated drink bottles are Classified . dandelion. published in 1848.S. cap. the caddish Huntingdon. Many Americans frequented the soda fountain on a daily basis. In the 1830s. bottled drinks were a small portion of the market in the 19th century. SOFT DRINK BOTTLING INDUSTRY Over 1. canned soft drinks became an important share of the market. and other substances. sales of bottled soda increased exponentially. SOFT DRINK PACKAGING U. Carbonated water is made using a home carbonation system or by dropping dry ice into water. Within a few years. etc.S. Syrups are commercially sold by companies such as SodaClub. the first patent was issued for a glass-blowing machine for the automatic production of glass bottles.S. Earlier glass bottles had all been hand-blown.S. oranges.000 bottles a day. 2. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. Automatic vending machines also began to appear in the 1920s. HOME-PAKS AND VENDING MACHINES During the 1920s. 12 U. the new bottle-blowing machine was in operation.In the United States. It was first operated by the inventor.g.) with water.5. 1 liter. and short Classified .Internal use . Production of soft drinks can be done at factories. In 1892. an employee of Libby Glass Company. the first "Home-Paks" were invented. Four years later. fluid ounce plastic bottles. the "Crown Cork Bottle Seal" was patented by William Painter. lemons. AUTOMATIC PRODUCTION OF GLASS BOTTLES In 1899. glass bottle production increased from 1.400 bottles a day to about 58. soft drinks are sold in 3.Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated water. 20 and 24 U. a Baltimore machine shop operator. SOFT DRINK PRODUCTION Soft drinks are made either by mixing dry ingredients and/or fresh ingredients (e. containers in 2008. Various sizes from 8-67. or at home.under a lot of pressure from the gas. 500 ml. fluid ounce cans. "Home-Paks" are the familiar six-pack cartons made from cardboard. 12. It was the first very successful method of keeping the bubbles in the bottle. 8.6 US fl oz (237 ml -2 l) shown in can. Michael Owens. 1. glass and plastic bottles. 24 and 64 U. Brands of more international soft drinks such as Fanta and Red Bull are more likely to come in round-figure capacities.S. 12. 250 ml and 330 ml cans. Some Coca-Cola products can be purchased in 8 and 12 U. This is an example of a wider phenomenon in North America.eight-ounce cans. fluid ounces.89 l. 36 and 360. 355 ml. fluid ounce glass bottles.S. In Europe. or cleaned and refilled. soft drinks are typically sold in 2. people usually buy glass bottles and return them in exchange for a small amount of money. 500 ml plastic or 330 ml glass bottles. fluid ounce (1 U. 12 packs and cases of 24. 473 ml.25. 710 ml. It is also common for carbonated soft drinks to be served as fountain drinks in which carbonation is added to a concentrate immediately prior to serving. South Australia is the only state to offer a container recycling scheme. Classified . typically ranging from € 0. This scheme is also done in the Philippines. 1. although 250 ml slim cans have become popular since the introduction of canned energy drinks and 355 ml variants of the slim cans have been introduced by Red Bull more recently. 1.S. 1.S. In Australia. Bottles are usually 390 ml. Several countries have standard recyclable packaging with a container deposit. However.25 l.5. 1. and 600 ml. 20. pint) glass bottles. The odd sizes are due to being the metric near-equivalents to 8. Jones Soda and Orange Crush are sold in 16 U. 1. and 2 l. 1 l. 600 ml. aluminium cans are traditionally sized in 330 ml. soft drinks are sold in cans of 236 ml. Cans are packaged in a variety of quantities such as six packs. soft drinks are usually sold in 375 ml cans or glass or plastic bottles. In India. and bottles of 591 ml.15 to 0.25 or 2 litre.Internal use . 16.In Canada. The bottles are smelted. 1 litre. Cans and bottles often come in packs of six or four. This allows bottlers to use the same-sized containers as in the U.5 l and 2 l plastic bottles. some soft drinks are now sold in similarly sized cans. market. With the advent of energy drinks sold in eight-ounce cans in the US. soft drinks are available in 200 ml and 300 ml glass bottles. 1. recently having lifted the deposit from 5 cents to 10 cents.5 litre bottles have more recently been used by the the Coca-Cola Company.S. cans are crushed and sold as scrap aluminium. pack sizes and communication campaigns. the leading brands and offers strategic analysis of key factors influencing the market . with companies refreshing their products’ brand image and packaging to attract new consumers.Internal use . Off-trade volume growth was slightly higher than on-trade volume growth. companies refreshed their brands by introducing new and more premium packaging designs.be they new product developments. as convenient on-the-go packaging. fruit/vegetable juice and carbonates saw a dynamic year. Carbonates and juice drinks were also reinvigorated with new pack sizes that targeted on-the-go consumption by young adults. company sponsored chillers in kiranas and attractive supermarket displays fuelled off-trade sales across the market. fruit/vegetable drinks companies focused their efforts on highlighting their products’ fresh fruit content and health attributes. economic/lifestyle influences. The mature sectors of bottled water.SOFT DRINKS IN INDIA Euromonitor International's Soft Drinks in India market report offers a comprehensive guide to the size and shape of the market at a national level. as companies increased their products’ penetration in India. ROBUST GROWTH CONTINUES The soft drinks industry continued on its path to recovery from the low growth seen between 2005 and 2006. saw high double-digit growth rates. With “naturally healthy” becoming a key focus for consumers and manufacturers. It identifies the leading companies. packaging innovations. COMPANIES REPOSITION THEIR BRANDS AND UPDATE PRODUCT PORTFOLIOS With the industry back on the upward growth curve. It provides the latest retail sales data. bottled water was especially dynamic. such as energy drinks and reconstituted 100% juice. allowing you to identify the sectors driving growth. Companies put in motion plans to Classified .Emerging product categories. with higher volume growth in 2008 than that seen in 2007. distribution or pricing issues. In 2008. with all the major national brands following the cue of Bisleri’s rebranding in late 2007. Emerging categories. received a boost from impulse buyers in supermarkets. the ubiquitous kiranas were the beneficiaries of efforts such as branded glass door refrigerators. which are still something of a novelty in many small cities. and the roll-out of on-the-go packaging for carbonates and juice drinks. such as sports drinks and flavoured water. as other national and regional players updated their brand portfolios and increased the penetration of their brands in India. such as Parle Bisleri and Dhariwal Industries. Bottled water players. MODERN RETAILING THRIVES ALONGSIDE KIRANAS With companies increasing their spend on below-the-line marketing activities. DOUBLE-DIGIT GROWTH EXPECTED With rising consumer affluence and companies tailoring their product designs and marketing specifically to target the young adult population group. were particularly successful in expanding their consumer base through a concerted effort to increase their manufacturing capacity and move to newer regions within India. continued to attract a combination of regular grocery shoppers and young impulse buyers.extend their product portfolios to emerging categories such as 100% juice.Internal use . such as 100% juice and other non-cola carbonates. Bundling and discount promotions for fruit/vegetable juice and concentrates drove product sampling in supermarkets. while attractive displays and imported products in upmarket shopping centres introduced consumers to new products. Supermarkets. energy drinks and flavoured water. regional language banners and displays. DOMESTIC PLAYERS THRIVE The multinationals Coca-Cola India and PepsiCo India Holdings saw their off-trade value shares of soft drinks in India decline over the review period. the trend of robust Classified . such as energy drinks and RTD tea. Dabur India and Parle Agro benefited from their first mover advantage in being present in highgrowth emerging product categories. Georgia. The modern soft drink industry started in 1886. Globally. and move into markets such as bulk bottled water.2 billion in 2004 with a market value forecast of $367. the market size of this industry has been changing.Internal use . For a number of years the main competition in the non . Classified . The foray of leading national players into emerging categories. This was followed by the invention of "Pepsi cola" in 1898 by Caleb Bradham. such as energy drinks and 100% juice.alcoholic sector was the battle between Coke and Pepsi for the cola market. More over the political situation was also not conducive for the foreign companies. as the national players make a concerted effort to educate consumers about the health benefits of packaged drinks. the industry's giants have begun relying on new product flavours and looking to noncarbonated beverages for growth. In recent years the soft drink industry in India has been hit by the concerns over health and environmental aspects. Competition from the unorganised sector is expected to decline over the forecast period. including ThumsUp. Pemberton invented "Coca Cola" in Atlanta. In 1990 PepsiCola went on sale in India for the first time in 28 years after a six-year battle to sell the US soft drink in India. from a family-owned business. Soft drink consumption has a market share of 46. John S. In 1997.1 billion in 2009. to ensure fast re-entry. Datamonitor (2005) also found that the total market value of soft drinks reached $307. when Dr. But as the customer preferences and concerns started to change. Coca Cola paid $40 million to buy the biggest Indian soft-drink brands.8% within the non-alcoholic drink industry. will help sustain high growth rates in the future.double-digit annual volume growth is expected to continue over the forecast period. In India the two major player Coca cola and Pepsi made their entries in 1977 but then the market was not that much friendly to the foreign companies. But later on the situation post reforms began to look up for these two giants. COMPANY PROFILE Classified .Internal use . COMPANY PROFILE In May. whose unit sales totaled a mere 3." sold at that time by most. Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta. adding carbonated water to the syrup in the glass. 1886. Though Pemberton died just two years later . "Pemberton's French Wine Coca. John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic. . JOHN PEMBERTON And the Coca-Cola beverage. enacted in Atlanta in 1886. in fact." It is said coke was discovered when DeLuise. The result was a "happy accident": the invention of Coca-Cola. stimulant and headache remedy.five months. filing for incorporation of the first Coca-Cola Co." yet sweetened with sugar instead of wine .still possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts.200 servings in 1886 ("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.Pemberton advertised it not only as a "delicious.the trademark he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. of the city's druggists. a 19th century American soda jerk accidentally hit the soda water spigot. after his March 24. if not all. Classified .Internal use . is today called the world's most popular soft drink accounting for billions of servings at restaurants in 195 countries. refreshing and invigorating" soda-fountain beverage but also as the ideal "temperance drink. So when the new Coca-Cola debuted later that year . The name was a suggestion given by John Pemberton's book keeper Frank Robinson. It was a prohibition law. that persuaded physician and chemist Dr. exhilarating. Georgia. 1888.). which now can boast 1995 sales in excess of $15 billion. Notwithstanding Pemberton's numerous professional and entrepreneurial accomplishments. Coca-Cola historians characterize him as "a local pharmacist" who concocted the world's most craved soft-drink syrup in a three-legged brass pot in his backyard. however. while Pemberton gets credit for the formula behind the Coca-Cola taste.. who has spent twenty-one years researching the life of John Pemberton . "He's occasionally portrayed as a wandering medicine man.from his childhood in Rome. "Coca-Cola was not the creation of an inept. Pemberton worked in a fully outfitted laboratory and claimed to manufacture every chemical and pharmaceutical preparation used in the arts and sciences. in his dozen-and-a-half years in Atlanta.including one. the Coca-Cola Co. earned a solid reputation for his skill in chemistry and his work in medical reform. who set up a top-rated laboratory for chemical analysis and manufacturing." King added. "But Dr. to his college days in Macon to his enterprising years in Atlanta. who served on the first Georgia pharmacy licensing board." said archivist Monroe Martin King. It continues to be operated by the Georgia Department of Agriculture." According to King. But King feels the Coca-Cola Co. King further noted that Pemberton. he has had Classified . established eighteen business ventures . and who. small-time corner druggist." Indeed. of today drew an accurate conclusion when it stated: "Dr. who practiced medicine and surgery as a young man and later became a trustee of the former Emory University School of Medicine. Pemberton's analytical laboratory became the first state-run facility to conduct tests of soil and crop chemicals..Such is the commercial legacy of a onetime Confederate lieutenant colonel who earned his medical degree at the age of nineteen. Ga. Pemberton never fully realized the potential of the beverage he created.Internal use . capable successors in Asa Candler, Robert Woodruff and Roberto Goizueta - men who built the product and the company into an icon of pleasure and profit. According to King, Pemberton actually remained more interested in expanding the market for French Wine Coca, a product based on the formula for another extremely popular coca-based beverage, Vin Mariani, which had been developed in Paris in 1863. So when Atlanta's prohibition act was repealed in 1887, only a year after its passage, Pemberton resumed the manufacture and sale of his original patent medicine, leaving his son Charles to oversee the production of Coca-Cola. Although Pemberton may have envisioned a future for his soft-drink creation--enticing six Atlanta businessmen to invest in the start-up Coca-Cola enterprise--for reasons that remain a mystery he soon began selling his interest in the formula. "Dr. Pemberton . . . must have believed that it had little value and no potential assurance of substantial success," said Charles Candler in a 1953 biographical sketch about his father, titled "Asa Griggs Candler, Coca-Cola and Emory College." Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expenses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. By the late 1890s, Coca-Cola was one of America's most popular fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-Cola Company increased syrup sales by over 4000% between 1890 and 1900. Classified - Internal use Advertising, was an important factor in Pemberton and Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle. Asa Candler, who, according to King, had worked for Pemberton as early as 1872, wound up, after a series of transactions, controlling the company within a short time of Pemberton's death. By 1891 he owned all of the Coca-Cola business. Charles Candler relates that one of his father's first missions was to change the original Pemberton formula in order "to improve the taste of the product, to ensure its uniformity and its stability." According to Asa Candler's son, Candler hired Pemberton's former partner, Frank Robinson. The two of them, "by adding essential ingredients and taking others out . . . perfected the formula," Charles Candler said. In fact, it was Robinson who created the Coca-Cola name and script logo, convincing the company to tie the classic slogan "delicious and refreshing" into all future advertising.After the turn of the century, when federal and state authorities began writing regulations to ban the sale of coca products because of their supposed contamination with the drug cocaine, Coca-Cola lawyers argued strenuously that their syrup contained only a minuscule flavor extract of the coca leaf. Coca-Cola attorneys also were called to battle against competitors who called the product name a misrepresentation if, as argued, its principal ingredients were neither the coca leaf nor the kola nut--a source of caffeine that made the early beverage useful in healing headaches.Despite such obstacles, Candler's prowess as a merchandiser had driven the widely promoted Coca-Cola beverage into "every state and territory in the United States" by 1895. Considered a pioneer in coupon promotions, Candler offered two gallons of Coca-Cola syrup "to any retailer or soda fountain man" who would dispense 128 free servings (a gallon's worth) of the beverage to customers who showed up with one of his Classified - Internal use cards.Not only were syrup manufacturing facilities opening in such cities as Dallas, Chicago and Los Angeles, but a network of bottlers was being created nationwide as well. Under Woodruff's tenure, from 1923 until 1981, Coca-Cola rose from national to international dominance--a move accompanied by the early, explosive growth of the bottled beverage.By 1928 bottled sales had eclipsed fountain sales, thanks to the pioneering introduction of a carton now popularly called the six-pack. The following year the company introduced metal open-top coolers. Then in 1933 at the Chicago World Fair automatic fountain dispensers made their debut. Having expanded the brand into fourtyfour countries by the outbreak of World War II, Woodruff, within fifteen years of the war's end, had managed to double that number. "Now the saying is you have to be global," said Goizueta, Coca-Cola's current chairman and chief executive. "We were global when global wasn't cool." Two decades later, when Coca-Cola's board elected Goizueta to the post of chairman and chief executive, the company was embarked on a financial mission--to become one of the best-performing corporations in America. Average annual fountain-sales growth under Goizueta has continued to surge. And despite consumer uproar over the company's attempted Coca-Cola reformulation in 1985, the introduction of Diet Coke in 1982 was hailed as the most successful product launch of the past decade.Yet none of the company's strides in marketing, international expansion, product innovation or profit growth could have happened had it not been for Coca-Cola's inventor, John Pemberton. Atlanta druggists--Asa Candler among them--closed their stores on the day of Pemberton's funeral "and attended the services in mass as a tribute of respect," according to newspaper records from that era. "On that day," declared archivist Monroe King, "not one drop of Coca-Cola was dispensed in the entire city." Classified - Internal use Trade secrets are very different from patents. device.Internal use . you could not buy CocaCola in India because Indian law required that trade-secret information be disclosed. In 1991. India changed its laws regarding trademarks. One of the most famous examples of a trade secret is the formula for Coca-Cola. Trade-secret protection can potentially last longer than that of patents (20 years) and copyrights (100 years). copyrights and trademarks.A trade secret is any information that allows you to make money because it is not generally known. pricing information. Today. such as a bank vault). computer program. 1985. In the past. Some of the ways to protect a trade secret are as follows: • • Restrict access to the information (lock it away in a secure place. Classified . On April 23. A trade secret could be a formula. customer lists or other non-public information. the soda fountain declined in popularity as commercial ice cream." is known to only a few people within the company and kept in the vault of a bank in Atlanta. products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. it could be a trade secret. and Coca-Cola can now be sold in that country. and it is rumored that they are not allowed to travel together. both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. the soda fountain counter served as a meeting place for people of all ages. While patents and copyrights require you to disclose your information in the application process (information that eventually becomes public). bottled soft drinks. the trade secret "New Coke" formula was released.Until the 1960s. and fast food restaurants came to the fore. method. process. The formula. Georgia. Often combined with lunch counters. The individuals who know the secret formula have signed non-disclosure agreements. trade secrets require you to actively keep the information secret. also referred to by the code name "Merchandise 7X. If the economic value of a piece of information relies on it being kept private. Limit the number of people who know the information. Often housed in the drug store. technique. FURTHER DEVELOPMENT OF THE DRINK The Coca-Cola company started out as an insignificant one man business and over the last one hundred and ten years it has grown into one of the largest companies in the world. the carbonated water was added to the syrup to make the beverage that we know today as Coca-Cola. coca leaves. he also penned the famous Coca-Cola logo in unique script. directly or indirectly.carbonated beverage. sign non-disclosure agreements. Federal statutes and some international laws. Coca-Cola was invented by Dr. John Pemberton and the current operator is Roberto Goizueta. Dr. it is hard to get the trade-secret status resumed. If the trade secret is revealed in violation of a non-disclosure agreement. Jacob's Pharmacy. you can sue for damages. cinnamon. the information has not been made public (by employees or published literature) nor discovered by working backward from the original product/process or publicly observing the product/process. John Pemberton sold a portion of the Coca-Cola company to Asa Candler.Internal use . Mark any written material pertaining to the trade secret as proprietary. as a five cent non. Later on. Coca-Cola could not have become over a 50 billion dollar business. and the seeds of a Brazilian shrub to make the fabulous beverage (Things go better with Coke 14). Without societies help. an Atlanta pharmacist.• • • Have the people who know the trade secret agree in writing not to disclose the information (sign non-disclosure agreements). Coca-Cola was originally used as a nerve and brain tonic and a medical elixir. He concocted the formula in a three legged brass kettle in his backyard on May 8. Coca-Cola was named by Frank Robinson. John Pemberton. He mixed a combination of lime. one of Pemberton's close friends. The first operator of the company was Dr. 1886. Trade secrets are protected under many state laws. Trade secrets remain valid only as long as no one else has discovered the information independently. after Pemberton's death the Classified . once the secret is revealed. Coca-Cola debuted in Atlanta's largest pharmacy. Have anyone that comes in contact with the trade secret. However. In 1931. that same year. Pemberton was forced to sell because he was in a state of poor health and was in debt. and beginning large-scale advertising and promotional campaigns. universities. the famous Coca-Cola formula was patented. the Coca.300 (Coca-Cola multiple pages). Woodruff also increased productivity by improving the sales department." Woodruff introduced the six bottle carton in 1923. but he only made $50. 1893. He also opened the first syrup manufacturing plant in 1884. he would give away coupons for a free Coke at any fountain. Anonymous. Candler acquired the whole company for $2. In the newspapers. When he made a contribution. businesses and organizations. Robert Woodruff. The two liter bottle was introduced in 1978. He also made Coca-Cola available through vending machine in 1929.00 in profits.Cola bell glass was made available. and Features Multiple pages). Figures. He started advertising on the radio in the 1930s and on the television in 1950. But he improved efficiency at every step of the manufacturing process.Internal use . he would never leave his name. who would be president for six decades (Facts. Robert Woodruff was an influential man in Atlanta because of his contributions to area colleges. He gave CocaCola to his son. Candler aggressively advertised Coca-Cola in newspapers and on billboards. His great achievement was large scale bottling of CocaCola in 1899.96 for advertising. he introduced the Coke Santa as a Christmas promotion and it caught on. In 1915. emphasizing quality control.remainder was sold to Candler. Woodruff did have one dubious distinction. Currently Coca-Cola is advertised on over five hundred TV channels around the world. Candler achieved a lot during his time as owner of the company. this is how he became to be known as "Mr. Candler also introduced the twelve ounce Coke can in 1960. On January 31. Woodruff made Coke Classified . the same year the company also introduced plastic bottles (Coca-Cola multiple pages). The Coca-Cola contour bottle was patented in 1977. he raised the syrup prices for distributors. Coca-Cola was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He had paid $76. The Root Glass Company made the contour bottle for the CocaCola company. This was the first flavor change since the existence of the Coca.Internal use . The new formula was a sweeter variation with less tang. Within six weeks. Within a week of the change.5 percent in four years.Cola company. The Jingle read like this: I'd like to teach the world to sing In perfect harmony. Coke 24). Robert Woodruff's death was a large contributor to the change because he stated that he would never change Coca-Cola's formula. It included a question and answer session.8 percent in 1984" (Things go better with Coke 14). Another factor that influenced the change was that Coke's market share fell 2. Some two hundred TV and newspaper reporters attended this very glitzy announcement. They put forth 4 million dollars of research to come up with the new formula. a history of Coca-Cola. The change to the world's best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. one thousand calls a day were flooding the company's eight hundred number (1800-GET-COKE). Figures.available in every state of the Union through the soda fountain. the Coca-Cola Company made what has been known as one of the biggest marketing blunder. A financial analyst said. For all of these achievements he earned the name. "The Boss" (Facts. Most of the callers were shocked and/or outraged. "I'd Like to Buy the World a Coke" (Say it ain't so. In 1985. The Coca-Cola company stumbled onto the new formula in efforts to produce diet Coke. The change was announced April 23.3 percent in 1980 to 21. Each percentage point lost or gain meant 200 million dollars. The decision to change their formula and pull the old Coke off the market came about because taste tests showed a distinct preference for the new formula. I'd like to buy the world a Coke And keep it company. "Coke's market share fell from 24. many said that they were considering switching to Pepsi. and Features Multiple pages). and many other elements (Oliver 131). 1985 at the Vivian Beaumont Theater at the Lincoln Center. the eight hundred number was Classified . The debut was accompanied by an advertising campaign that revived the Coca-Cola theme song of the early 1970s. it was also slightly smoother (Demott 54). It tastes like Pepsi. They decided to develop the new formula. "I hate the new stuff" (Demott 60). "This is the most significant soft drink Classified ." She also stated. Many American consumers of Coca-Cola asked if they would have the final say. the other guy just blinked." Coca-Cola management had to decide: Do nothing or "buy the world a new Coke" (Things go better with Coke 14).being jammed by six thousand calls a day.. will stay locked in the Trust Company of Georgia bank vault in Atlanta.There is no question the long-term market success of Pepsi has forced this move. We're going to declare a holiday on Friday. This taste almost like it's flat" (Demott 60). That is worth 200 million dollars a year. CEO Pepsi-Cola USA Coca-Cola officials said. "The old Coke formula. with its secret flavoring ingredient. called Merchandise 7X. Roberto Goizueta. which were all answered and each person got a coupon for the new Coke. Wendy Koskela. al 55).and we'll have to keep our eye on them.. to declare the victory. The company also fielded over forty thousand letters. Pepsi tastes better than Coke. Roger Enrico President.. never to be used again" (Demott et. "The new formula will boost Coke's share by 1 percent. a thirty-five year old vice president of an insurance company said. explained in a letter to the Coca-Cola company that he wanted to be cremated and interred in a Coke can. the president of the Coca-Cola Company stated.. After eighty-seven years of going at it eyeball to eyeball. victory is sweet. and is reformulating brand Coke to be more like Pepsi.. Coca-Cola is withdrawing their product from the marketplace. Sharlotte Donneally. Roger Enrico. Enjoy! Best Regards. But for now. Well. I say. This is what many Coke officials said. but now that this change had come about he was reconsidering (Pendergrast Multiple pages).S.Internal use . and we have earned a celebration. the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U. the letter read like this (Oliver 128): It gives me great pleasure to offer each of you my heartiest congratulations. "It's too sweet. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. people in trouble tend to do desperate things. "Real Coke had punch.Maybe they finally realized what most of us have known for years. a thirty-six year old anthropologist said. A retired Air Force officer.. ." Classified . The comeback of old Coke drove stock prices to the highest level in twelve years. first. said in response to the comeback. to those of you who are drinking Coca-Cola with its great new taste. Roberto Goizueta said. The Coca.Internal use . This was said to be the only way to regain the lead on the cola wars (Classic comeback of an old champ 12). One old Coke loyalist said. al 54). the old Coke was brought back in addition to the new one.But there is a second group of consumers to whom we want to speak to today and our message to this group is simple: We have heard you" (Oliver 178). This was greatly due to dropping market share and consumer protest. "The company had spoiled the taste of its ninety nine year old soft drink and betrayed a national trust" (Moore 8). we have two messages to deliver to the American consumer.development in the company's history" (Demott et. "We have heard you" (Moore 8). The market share fell from a high of 15 percent to a low of 1. In 1979. This was said to be a classic marketing retreat.4 percent (Miller 38). On July 10. 1985. Coca-Cola president. "You would have thought we had invented a cure for cancer" (Pendergrast 366). eighty-seven days after the new Coke was introduced. Don Keough. "Today.Cola company's eight hundred number received eighteen thousand calls of gratitude. Roberto Goizueta's response when the change about. "The truth is we are not dumb and we are not that smart" (New bottle 18). Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. a Coke marketer said. The change back to the old Coke was known as the Second Coming.. fifteen hundred employees moved to the new corporate headquarters in Atlanta located on North Avenue. The new corporate headquarters came to be known as "The Tower. Ike Herbert. Roberto Goizueta and Donald Keough took full blame for this failed product launch. One caller said they felt like a lost friend had returned home. our thanks. Coca-Cola is worth more than 58 billion dollars on the stock market (Coca-Cola. The Coca-Cola Company 232). The 1996 Summer Olympics will be held in Atlanta. All of what has been said is the basis of what Coca-Cola was built on. it was known as "The Bunker" (Oliver 53). The known ingredients in present day Coca-Cola are water. It houses a collection of memorabilia. he supplied 5 billion bottles to the service. During the Woodruff era. For more than 65 years. One way to see all of the achievements of the Coca.8 billion people in eighty different languages. This is why Coca-Cola is the largest soft drink company in the world. He said that costs and location did not matter. caffeine. Five years after the infamous Coke fiasco. the home of Coca-Cola. is being the first company to make and use recycled plastic bottles. the Coca-Cola company tried to bring back the reformulated Coke. donations and contributions. The effort to phase in Coke II into the soda market was quite unsuccessful (Miller 38). Keep on consuming the world's favorite soft drink.S. Coca-Cola products outsell closest competitor by more than two to one. Classified . They accomplish this through scholarships. and Features Multiple pages). and Features 16). Without societies help. Figures. The one in four hundred part of cocaine was removed from Coca-Cola in 1903(Demott 54). Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson.During the time when the research for the new formula was taking place. vanilla. Georgia. Coca-Cola. One in every two colas and one in every three soft drinks is a Coca-Cola product (Facts. and many other exciting items (Facts. etc. The best known trademark in the world is sold in about one hundred and forty countries to 5. Coca-Cola could not have become over a 50 billion dollar business. exhibits. Another large accomplishment that the Coca-Cola has. phosphoric acid.Cola company is to visit the World of Coke in Atlanta. samples of the products. Figures. more than half Coca-Cola sold was outside of the U. various oils and essences and extracts of the coca leaf and the kola nut. One great earmark that the Coca-Cola company has is helping the people of Atlanta. In the mid-1970's. hotlines.Internal use . Coca-Cola has been a sponsor of the Olympics. and further pledged another US$100 million in 2003 for its operations. waste water treatment plants.Internal use . including new production facilities. In the same year. the corporation nourishing the global community with the world’s largest selling soft drink concentrates since 1886. 25 owned by the Company. and indirectly creates employment for more than 125. giving a new thumbs up to the Indian soft drink market. the business system of the Company directly employs approximately 6. Classified . and nutrition needs. distribution systems. and marketing channels. A PURE COMMITMENT TO THE INDIAN ECONOMY The Company has shaken up the Indian carbonated drinks market greatly. having invested more than US$ 1 billion in India in the first decade. CREATING ENORMOUS JOB OPPORTUNITIES With virtually all the goods and services required to produce and market Coca-Cola being made in India. The Indian operations comprises of 50 bottling operations.000 people.HINDUSTAN COCA-COLA BEVERAGE PVT LTD Coca-Cola. supply. A HEALTHY GROWTH TO THE INDIAN ECONOMY Ever since. a network of 21 contract packers manufacture a range of products for the Company. It’s no wonder our brands have assumed an iconic status in the minds of the world’s consumers. the Company took over ownership of the nation’s top soft-drink brand and bottling network. It has also been instrumental in giving an exponential growth to the country’s job listings. and distribution system. That apart. with another 25 being owned by franchisees. returned to India in 1993 after a 16 year hiatus.000 people in related industries through its vast procurement. refreshment. Coca-Cola India is among the country’s top international investors. giving consumers the pleasure of world-class drinks to fill up their hydration. Coca-Cola India has made significant investments to build and continually consolidate its business in the country. we must look ahead. People: Be a great place to work where people are inspired to be the best they can be. To inspire moments of optimism and happiness. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.VISION & VALUES The world is changing all around us.Internal use . These are only some of the facts that speak about our commitment to the growth of the Indian Economy.. OUR VISION Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable. • • • To refresh the world. Classified . MISSION. That's what our 2020 Vision is all about. 10-tonne trucks – open bay three-wheelers that can navigate the narrow alleyways of Indian cities – constantly keep our brands available in every nook and corner of the country’s remotest areas. To create value and make a difference... Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. OUR MISSION Our Roadmap starts with our mission. which is enduring. To continue to thrive as a business over the next ten years and beyond. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.. We must get ready for tomorrow today.On the distribution front. understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. quality growth. it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do.Internal use . Productivity: Be a highly effective. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. enduring value. OUR WINNING CULTURE Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. together we create mutual. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.        Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be. lean and fast-moving organization.Partners: Nurture a winning network of customers and suppliers. LIVE OUR VALUES Our values serve as a compass for our actions and describe how we behave in the world. we do well FOCUS ON THE MARKET Classified . passion.what worked and what didn’t BE THE BRAND  Inspire creativity. observe and learn Possess a world view Focus on execution in the marketplace every day WORK SMART      Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently ACT LIKE OWNERS     Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -.Internal use .    Focus on needs of our consumers. customers and franchise partners Get out into the market and listen. optimism and fun Classified . restaurants. It is produced by The Coca-Cola Company and is often referred to simply as Coke. Classified .Internal use . and vending machines internationally.BRANDS OF COCA COLA: 1) COCA COLA TAG LINE: Open Happiness BRAND AMBASSADORS:  Aamir Khan  Gautam Gambhir  Vijay  hrithik. Ganesh  Imran Khan Coca-Cola is a carbonated soft drink sold in stores. It was invented in the late 19th century by John Pemberton. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is introduced in the year1977. red thumbs up logo is common. 3) SPRITE TAG LINE: BRAND AMBASSADORS:  Shruh Khan  Ganguly Seedhi Baat. where its bold.Internal use . It is similar in flavour to other colas but has a unique taste reminiscent of betel nut. Clear Ha Classified .2) THUMS UP TAG LINE: Taste The Thunder BRAND AMBASSADORS:  Akshay Kumar  Mahesh Babu  Chiranjeevi Thums Up is a carbonated soft drink (cola) popular in India. No Bakwas. Its clear crisp refreshing taste encourages everyone to trust their instinct and influence them to be true. There are over 90 flavours worldwide. 5) FANTA APPLE TAG LINE: Fanta ka signal loud. most of them are only available by region in some countries. Bunking is allowed Classified . It has grown to be one of the fastest growing soft drink. This soft drink is perceived as the youth icon and with a strong appeal with the youth it has stood for a straightforward and honest attitude.Coco cola india offers sprite.4 soft drink and sold in more that 190 counties. 4) FANTA ORANGE TAG LINE: Di Khao Apne Asil Rang BRAND AMBASSADORS: Genilia Fanta is a global brand of fruit-flavoured soft drink from the Coca-Cola Company. leading the clear lime category. however.Internal use . This soft drink was launched in 1999 and today worldwide it ranks as the no. 000 outlets in the two states in the launch phase. which are returned to the store or restaurant after the contents have been drunk. 6) LIMCA TAG LINE: Fresh Ho Jao BRAND AMBASSADORS:  Hrishitta Bhatt Limca is a lemon and lime flavoured carbonated soft drink made in India and certain parts of the U. 7) MINUTE MAID PULPY ORANGE Classified .The new variant will be available in 200 ml and 300 ml returnable glass bottles (RGB) priced at Rs 8 and Rs 10 respectively. because they are more expensive than the drink itself. The bottles are sent back to the manufacturer. Fanta Apple would be retailed across 35. washed and reused.S.It is introduced in the year 1977. Limca is generally sold in glass bottles within India.BRAND AMBASSADORS: Genilia Fanta Apple will be launched in a phased manner starting with the southern states of Andhra Pradesh and Tamil Nadu followed by a national roll-out over the next two months.Internal use . including Hi-C.45. The Minute Maid company is now owned by The Coca-Cola Company.a 400ml bottle priced at Rs.15 and a one-litre bottle at Rs. 8) MINUTE MAID NIMBU FRESH TAG LINE: 'Bilkul Ghar Jaisa' Minute Maid Nimbu Fresh’ a soft-drink introduced by Hindustan Coca Cola Beverages (Coca-Cola India) is replaced the imported lemon juice drink with a local variety. allowing it to be distributed throughout the United States and served year-round. usually associated with lemonade or orange juice.Minute Maid was the first company to market orange juice concentrate. Classified . It is now with two packs . Minute Maid is sold under Cappy brand in Central Europe and under Fruitopia in Germany.TAG LINE: Refreshingly Orange. and is the world's largest marketer of fruit juices and drinks.Internal use . but now extends to soft drinks of many kinds. Surprisingly Pulpy Minute Maid is a product line of beverages. and also available in a variety of fruit flavors.Internal use .9) MAAZA TAG LINE: Maaza Lao Aam ki Pyaas Bujhao Maaza was launched in 1976 in India. Thums Up and Gold Spot. In India . Classified . Pakistan and India. Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca. By 1995. Citra. began selling Maaza as a franchisee in the Middle East and Africa in 1976. based in the United Arab Emirates. Its carbonated forms are used for mixers. it had acquired rights to the Maaza brand in these countries through Maaza International. The Union Beverages Factory. 10) KINLEY WATER TAG LINE: Vishwas Karo Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in many Central European countries. Internal use .11) DIET COKE TAG LINE: Just for the taste of it Diet Coke (also known as Diet Coca-Cola. The product quickly overtook Tab in sales. LOGOS OF COKE BRANDS 1) COCA COLA 2) THUMS UP 3) FANTA ORANGE 4) FANTA APPLE Classified . Coca-Cola light or Coke Light) is a sugar-free soft drink produced and distributed by The Coca-Cola Company. It was introduced in the United States on Independence Day in 1982 as the first new brand since 1886 to use the Coca-Cola trademark. Internal use .5) SPRITE 6) LIMCA 7) MINUTE MAID NIMBU FRESH 8) DIET COKE 9) MINUTE MAID NIMBU FRESH 10) KINELY WATER Classified . 5l .300ml 500ml.25l. 330ml 500ml .2l .300ml 500ml . at Hyderabad  Hindustan Coca-Cola Beverages Pvt. at Bangalore  Hindustan Coca-Cola Beverages Pvt.5l . at Jaipur  Hindustan Coca-Cola Beverages Pvt.300ml various sizes Classified . Ltd. Ltd. at Ghaziabad  Hindustan Coca-Cola Beverages Pvt.1.25l. 1. 500ml+100ml 500ml .2l. Ltd. 500ml+100ml Thums up various sizes Sprite various sizes Fanta 200ml . at Goa  Hindustan Coca-Cola Beverages Pvt.5l. at Visakhapatnam DIFFERENT PACAKAGE AVABILITY: PRODUCT Coca cola GLASS PET CAN FOUNTAIN various sizes 200ml. 2.Internal use . 2l.5l.25l .1.25l 500ml+100ml 200ml . 1. at Vijayawada  Hindustan Coca-Cola Beverages Pvt. Ltd. Ltd.300ml 500ml.2l . 1000ml 500ml+100ml 200ml.1.25l. Ltd. 330ml 2. Ltd.LIST OF DIFFERENT PLANT LOCATED IN INDIA  Hindustan Coca-Cola Beverages Pvt. 330ml 2. 330ml 500ml 1000ml 2. 2l.1l . Leading soft drink companies Coca-Cola and Pepsi follow the similar segmentation strategy for target marketing.1.600ml.250m l 200ml .Maaza Limca 200ml . 250ml 1.300ml 500ml. 2l. TARGETED MARKETING Although the targeted group of the company is the whole population.25l. Rather than creating the segment the marketer’s task is to identify them and decide which one to target. For this.25l. they want to earn more revenue from a segment than their other revenue generator sources.1. companies target the whole market and not any particular segment of the population. MASS MARKETING However in some of its popular product both the companies follow the mass marketing strategy. they recognize following bases for segmentation  GEOGRAPHICAL  REGION Classified .1.Internal use .5l. In this type of segmentation.25l 330ml various sizes Mmpo - - - SEGMENTATION OF MARKET A market segment consists of a group of customers who share a similar set of needs and wants.2. 500ml+100ml 400ml . thumps up is promoted as masculine soft drinks while coca cola and Fanta are having light taste and mainly targeted for loving birdsladies. and children. coca cola. Middle East and African differently in comparison to cold countries. RURAL VS. Same example is available in Pepsi. In countries like India and Pakistan.e.The company treat hot countries such as Asia. While in winter season their target is mainly party users and high-income group consumers. URBAN MARKET Coca-Cola Company is one of the first global majors to have spotted the potential spin offs from the country’s rural market. Population of Rural sector is more conscious more about the price whereas Population of Urban sector is more conscious about the quality and brand name of the product. Coca cola targeted the older generation of the population. sugarcane juice and Tea etc. mainly target younger generation in India. As taste of male and female is different.Internal use . Thus targeting young generation can be a beneficial marketing strategy for soft drink companies. as average population is older than Asian countries. restaurants. As in tropical countries. girls. average age of Indian population is less 38 years. consumption of soft drinks is 70% in summer and 30% in winter season while in EUROPEAN countries its consumption is almost uniform. Classified . Let’s take the example of coca cola. and children. all the major brands like Pepsi. school and college canteens and even rural chaupals. In Europe. and their target area is domestic users. so Coca cola in Year 2002 bring the 200 ml bottle at Rs. DEMOGRAPHIC SEGMENTATION 1) AGE India is considered to be a young country i. the company invest huge resources in the season of summers.5 specifically targeted at the rural sector so that soft drink can take place of the local drink like lemon. In fact this is the case. 2) GENDER Gender based segmentation is very important. and thumps up. So soft drink companies prefer different marketing strategies in Asian and European countries.The company Coca-Cola have adopted different marketing strategy for rural and urban areas. mirinda’ orange flavor is popular among ladies. Internal use .Theoretical frame work Classified . where marketing mixes help companies to achieve its objectives and total customer satisfaction. which is widely used by the companies to inform. the sales person is also known as “relationship manager” and “problem solver. attractive offering or another event where existing customers and prospects can participate. handles objections. attract more new customers. developed own style for sales that “boils down to three simple steps: identify the customer.PROMOTIONAL STRATEGIES Promotion is a part of 4Ps of marketing business strategies. The Death and Rebirth of the Salesman) It is well known that a salesperson is the most productive when he or she works directly with the client. existing and potential customers. Careful and thoughtful development of promotional strategies plays a significant role for business enterprises to maintain its leadership position in today’s competitive marketplace. or persuade existing and potential customers about the company’s products or services. For this reason.” (Fierman. The ability to sell products and services is important to all companies. new product or service introduction. and so. while reminding about its existence through placement of the right message in the right medium and using the right strategy whether it is brand awareness.” Alyssa Dver. influence. Marketing itself combines a broad range of business activities. hero of Xerox. Frank Pacetta. It is important to understand that these strategies need to be effective to ensure the success of the campaign.The most expensive and the last component of the promotion mix is personal selling.” The goal of salespeople is being able to meet and exceed both customer needs and company objectives by means of Classified . Unique promotional strategies make companies different and better from those of competitors. and successfully builds lasting relationships with its customers. Promotional strategies turn into campaigns whose objective is to let the market know that the company is prepared to serve it with quality services and quality products. which involves face-to-face sales presentations between middlemen. make sure your product fits the customer’s requirements and ask for the sale. the author of “CRM – May the Sales Force be with You” article says that “salespeople are key to having an effective CRM process and will be the biggest winners when it works.Internal use . selling.“developing new business. Promotion decision must be integrated and co-ordinated with the rest of the marketing mix. Sales Promotion 3. The promotion mix consists of basic elements. and protecting the territory against inroads from competition. 467) Salespeople help customers make good buying decisions by meeting their needs and matching them with the products or services represented. Promotion may be defined as “the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service.” (Sandhusen. The role of a salesperson is to make sales. Its high visibility and pervasivenessmade it as an important social and encomia topic in Indian society. Nowadays. The first impression is always important. but it often considered prominent in the overall marketing mix design. so that the way the representative behaves strongly affects the image and reputation of that company. information gathering. so that it may effectively support an entire marketing mix strategy. Publicity 5. particularly product/brand decisions. Adverting is only one element of the promotion mix. They are:1. Public Relations (PR) 4.Internal use . provide feedback.” Promotion is most often intended to be a supporting component in a marketing mix. Personal Selling 2. Advertising THE PROMOTIONS MIX Personal Selling Classified . serving. the salespeople must not forget that they are a face of the company which they represent. Although. the perspective salespeople make strategy decisions about integration of marketing and promotion mix elements into their daily presentations to fit the needs of their customers and in turn. p. national. and transmit information in order to gain a response from the target market. Public Relations (PR) Public Relations are defined as 'the deliberate. and so on. free. The sales person acts on behalf of the organization. The purpose is to increase awareness and to encourage trial. It is used to develop attitudes. Others include coupons. create awareness. There are many advertising 'media' such as newspapers (local. Trade Fairs and Exhibitions Such approaches are very good for making new contacts and renewing old ones. Successful strategies tend to be long-term and plan for all eventualities. However sales people are very expensive and should only be used where there is a genuine return on investment. but certainly not cheap.Personal Selling is an effective way to manage personal customer relationships. planned and sustained effort to establish and maintain mutual understanding between an organization and its publics'. competitions. Sales Promotion For example the BOGOF promotion. For example salesmen are often used to sell cars or home improvements where the margin is high. free accessories (such as free blades with a new razor). Classified . free installation. or Buy One Get One Free.Internal use . trade). money-off promotions. They offer the opportunity for companies to meet with both the trade and the consumer. It is relatively cheap. Companies will seldom sell much at such events. Each sales promotion should be carefully compared with the next best alternative. They tend to be well trained in the approaches and techniques of personal selling. Advertising Advertising is a 'paid for' communication. Amir Khan. television (local. May be only Coco cola. outdoor advertising (such as posters. bus sides). terrestrial. national. Riya Sen and more are being offered huge amount for carrying out the promotions. The attributes of the event are then associated with the sponsoring organization. is investing huge finances in the T. Hritik Roshan.V.Internal use . commercials and sinages affect the consumer buying behavior by approximately 70%.V. cause or image. satellite) cinema. commercials and other singes. Akshay Kumar. Through the consumers survey it has been proved that the T. which read “Coca-Cola Delicious! Refreshing! Exhilarating! Invigorating!” The company uses adver4tising to trigger desire as often and in as many ways as possible. Sponsorship Sponsorship is where an organization pays to be associated with a particular event. Companies will sponsor sports events such as the Olympics or Formula One. big names of Indian film industries and sports hero’s are being proposed to become the brand promoters and brand ambassadors.magazines and journals. SOME OF THE PROMOTIONAL ACTIVITIES OF COKE Advertising has played an important role in the success of products since first newspaper add in 1886. 1) Posters 2) Glow Sign boards 3) Date calendars 4) Cinema hall tickets 5) Radio commercial Classified . Their purpose of advertisement is to sell something goods or services.ADVERTISING HAS PLAYED AN IMPORTANT ROLE IN THE SUCCESS OF COKE Advertising is a non promotion of goods & services by sponsor who can identified and who has paid for his communication.Internal use .idea . BRAND AMBASSDORS & TV COMMERCIALS Bollywood star Imran Khan for Coke Genelia D’souza for Fanta • Shah Rukh Khan for sprite Mahesh Babu for Thumsup Classified .person or place. tier racks.e. they are as listed below. For example-as coca cola is giving free pet bottles and other trade schemes to distributors. B & C. consumers.Internal use . mobile hangers. promote and sell the product to end users i. standees.value coupons CATEGORY A B C GOD 10 5 3 NO OF COUPONS 300 200 100 COUPON VALUE 15 15 15 Classified . CURRENT PROMOTIONAL STRATEGIES OF COCA-COLA At present two promos are running in the market. Deposit into any one category and get Rs15/. agency owners and retailers.Hrishitta Bhatt for limca Akshay kumar for Thums up SALES PROMOTION PUSH STRATEGY:Coca cola is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry. PULL STRATEGY:Coca-cola is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way coca cola inducing customer to order it from shopkeeper. For example-Coca cola is using display racks. 1) YUDDHAM SIDDHAM 2) LIFT KARA DE 1) YUDDHAM SIDDHAM It consists of 3 categories namely A. Internal use . Deposit into any one category and get 2 verities of coupons. CATEGORY INITIAL PURCHASE CSD JUICE 2 1 1 1 TARGET CSD 40 20 GIFT COUPONS COUPONVALUE A B JUICE CSD 20 40 10 20 JUICE CSD 20 10 10 10 JUICE 20 10 SOME MORE PROMOTIONAL STRATEGIES OF COCA COLA Promotional strategy during IPL matches Coca cola Lucky Coupon Dinner with kings XI Punjab Sprite “kholega toh bolega” IPL Season 2 Classified .2) LIFT KARA DE It consists of 2 categories namely A & B. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. PROMOTION DURING OFF SEASON LIMCA LAUNCHES ‘LAPTOP KI BARISH’ CONSUMER INITIATIVE Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally. consumers also get a chance to win a Nokia mobile phone every hour.Internal use . owner KKR. To create awareness about ‘Kholega Toh Milega’ digital initiative. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for Classified .Combining this key insight with the passion of T20 cricket. Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia. to be telecast on all the leading TV channels across India.In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. the company had launched a mass media campaign featuring Shahrukh Khan. company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players. Complimenting the innovation. In addition. spread out all over the bustling city’s map. The initiative is applicable to 200ml.5. 1. Coca-Cola Food Mela With a splash of food. all resiliently upholding the Coca-Cola identity. 600 ml 1.Coca-Cola signed a sponsorship agreement with IPL team of kings 11 Punjab .the next 45 days. pedestrians & passerby’s during Delhi hottest summer season. As part of the under the crown initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to “serve & refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy Classified . 300ml returnable glass bottles (RGB) and also on 500 ml. to a festive food festival comprising of 50 restaurants.25. the Coca-Cola food mela treated the people of delhi. . Coca-Cola GO-RED Quenching the thirst of motorist. 2 & 2. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cricket the most sought after.Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand.the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time.Internal use . watched & played game in india .25 liters PET bottles of Limca. The promotion saw the avid families & friends enjoying the delicacies at the restaurants. The competition has become tougher & tougher as the time has progressed. fun & prizes to be won. Internal use . Bunting etc) displayed at all MC Donald’s restaurants along with a special offer for coke & fries. served well to promote the Coca-Cola industry.5 liter Pet contour bottle Targeting house wives & family home. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eyecatching positions.5 liter Pet bottle. Coca-Cola launched 1. Coca-Cola’s 1. Coca-Cola Pet Promotion In 2008. The promotion kicked off with pos material (Danglers. Classified . Coca-Cola’s PET was offered through a “price-off” promotion Coca-Cola & Mc Donald’s Coca-Cola & key account of MC Donald’s launched the “we go together” joint promotion to reinstate amongst consumers a real sense of the affinity that.A treat for the family.FM announcement campaign the “GO-RED” stall. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share. took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits . both shares globally. Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. these restaurants are authorized to keep and use the merchandising assets of Pepsi. MERCHANDISING ASSETS Coca-Cola also try to promote their brands by providing their retailers and dealers some display items. Usually these kinds of restaurants and fast food chains are in contract with the Pepsi Co. so that they cannot promote any other brand. sometimes they do it knowingly and sometimes because of the deficiencies of the company AVAILABILTY Classified .Internal use . Maaza etc. Posters Coca-Cola provide the above things to the retailers to use them in promoting companies brands and products. Display bottles 4.. But it is not true in most of the cases. Sprite. Coca-Cola/Maaza stands 3.PROMOTION THROUGH RESTAURANTS AND CINEMA HALL HOLDINGS Coca-cola is tying up with different chains of restaurants and fast food centers to promote the Coca-cola and its other brands like Limca. Some of such items are as follows: 1. Retailers usually use the merchandising asset of one company in such a way that it benefits another company. Sometime they do it unknowingly. Fridges 2. and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Coca-Cola’s products and they will chill the Coca-Cola’s products so that its products will always be available to the end consumers. Internal use . WARM DISPLAY RACK 2. 1. There are four type of outlet mentioned below. flanges. Rack with header is provided to the grocery stores. According to this market developer has to ensure the availability of the products in the particular outlet.This boards usually gives to the E&D outlets .It helps to attract the customers. Table tops . Shelf display. ACTIVATION Activation is important because it helps to boost the sales of the company. SHELF DISPLAY SHELF DISPLAY DISPLAY OF RACK VISI COOLER VISI COOLER DISPLAY Classified . Combo boards.Availability is done according the type of outlet. it is done through the Glow sign. Fanta.Internal use . MinuteMaid Pulpy Orange. Classified .Under Coke market developer has to insure that shopkeeper must display all products. Limca. Coke. Display may be in the form of Shelf Display. Table Top Display etc.e. Thumsup. All products must be displayed in brand order i. Sprite. Kinley (mineral water & Soda water). Maaza. Internal use .Interpretation & analysis Classified . 0 20 40 60 80 100 INTERPRETATION: From the above graph it is clear that among 18000 outlets.Table-1: TYPE OF OUTLETS VISITED DURING SURVEY EXCLUSIVE OUTLETS 79% SHARED OUTLETS 21% OUTLETS VISITED SHARED . OUTLETS 21% EXCLUSIVE OUTLETS TYPES SHARED OUTLETS EXCLUSIVE OUTLETS 79% . Classified . 79% of outlets are dealing with coke products exclusively and 21% of outlets are dealing with pepsi products. that is the maximum outlets are being deal and showing interest with coke brands.Internal use . OUTLETS DEALING WITH COKE 4& ABOVE 2-3 YEARS 1-2 YEARS <1 YEAR 0 57 21 13 8 20 40 60 NO OF RETAILERS INTERPRETATION: From the above graph it is clear that among 18000 outlets. 57% of outlets are dealing with coke products from more than 4years and 21% of outlets are dealing from 2-3 years.OF YEARS.Table-2: SINCE HOW MANY YEARS YOU ARE DEALING WITH COKE? YEARS NO OF RETAILERS(%) < 1 YEAR 8 1-2 YEARS 13 2-3 YEARS 22 4YEARS & ABOVE 57 NO.Internal use . 13% outlets are dealing from 1-2 years and 8% outlets started dealing with coke recently with this we can say that the customers are showing interest to work with coke. Classified . 27% adopted because of quality.Internal use . where as coke is also satisfying each area that the customer expecting. 23% adopted the products because of the best customer service. 21% adopted because of offers. where as 29% adopted because of the wide range of products. with this we can say that the customers perception are different in adopting the products. Classified .Table-3: FACTORS CONSIDERED FOR ADOPTING COKE PRODUCTS? FACTORS NO OF RESPONDERS IN PERCENTAGE WIDE RANGE OF PRODUCTS 29 OFFERS 21 QUALITY 27 CUSTOMER SERVICE 23 FA CTO CO RS NSIDERED FO R A PTINGCO PRO DO KE DUCTS C STO E SE VIC U MR R E FACTORS Q A U LITY O FFE S R W ER N EO ID A G F PR D C O U TS 0 10 20 23 27 21 29 30 40 INTERPRETATION: From the above graph it is clear that among . Table-4: WHAT SORT OF PROMOTIONAL TOOL WILL AFFECT THE CUSTOMERS YOU THINK? TOOLS NO OF RESPONSES IN PERCENTAGE TV ADS 41 PAPER ADS 7 HOARDINGS SALES & PROMOTINS BOARDINGS (OFFERS. 29% customers are believing that the sales promotion effect the customers to buy the products.23% believe that hoardings and boarding attract the customers..) 23 29 E F C O P O O IO A T O S FE T F R MT NL OL S LS AE P O O IN RM T S 2 9 2 3 7 4 1 0 1 0 2 0 3 0 4 0 5 0 TOOLS HAD G & O R IN S BAD G O R IN S P PR D AE AS T AS V D INTERPRETATION: The above graph clearly represents that among 100 customers.7% believe that paper ads where as 41% believe that the customer attract mostly because of the TV ads. Classified .Internal use .COUPNS.. Table-5: WHAT INFLUENCES A CUSTOMER TO VISIT YOUR OUTLET? FACTORS NO OF RESPONSES IN PERCENTAGE DISPLAYS 14 OFFERS 21 RECEIVING 29 RELATIONSHIP 36 FA TO S IN C R FLU N IN C S O E E C G U T MR TOV IT Y U O TLE IS O R U T RL T N H E A IO S IP 36 29 21 14 0 1 0 2 0 3 0 4 0 FACTORS R C VIN E IE G OFR FES D PAS IS L Y INTERPRETATION: The above graph clearly represents that among 100% customers. Classified . 36% outlets are believing that relationship is the factor that influences the customers to visit the outlet again.29% believe that receiving.21% believes that offers and 14% believes that displays are attracting the customers.Internal use . Table-6: SCHEMES & OFFERS CAN HELP THE OUTLET IN RETAINING CUSTOMERS FOR A LONG? Z RESPONSES OF CUSTOMERS STRONGLY AGREE 29% AGREE 33% DISAGREE 27% STRONGLY DISAGREE 11% S H M S&O F R C NH L T E CE E FE S A EP H O T E T R T INT E UL T O EA H C SO E S U T MR S R N L D A RE T O G Y IS G E D A RE IS G E A RE GE S R N L A RE T O GY G E 0 1 0 2 0 1 1 2 7 3 3 2 9 3 0 4 0 Classified .Internal use . INTERPRETATION: The above graph clearly represents that among 100% customers, 11% outlets are strongly disagree that schemes & offers help the outlet in retaining the customers,27% outlets even disagree, where as 33% outlets agree and 29% outlets are strongly agree. Table-7: OPINION ABOUT THE PROMOTIONAL ACTIVITIES OF COKE FACTORS RESPONSES OF CUSTOMERS GOOD 89% AVERAGE 11% BAD 0 Classified - Internal use O IN NA O TT EP O O IO A P O B U H R M T N L A T IT SO C K C IV E F O E b ad 0 1 1 8 9 0 2 0 4 0 6 0 8 0 10 0 av erag e Go od INTERPRETATION: The above graph clearly represents that among 1800 customers, 11% outlets are saying that promotional activities of coke are good but remaining 89% outlets are saying that promotional activities of coke are excellent. Classified - Internal use Table-8: WHAT DO YOU FEEL ABOUT THE CUSTOMER EMPTY CELL & GLASS DEPOSIT PROMOTION FACTORS RESPONSES OF CUSTOMERS EXCELLENT GOOD AVERAGE BAD 39% 43% 18% 2% b ad 2 1 1 av erag e Go od 4 8 E ellen xc t 3 9 0 1 0 2 0 3 0 4 0 5 0 6 0 INTERPRETATION: The above graph clearly represents that among 100% customers, 2% outlets are saying that customer empty cell & glass deposit promotion is bad, 11% outlets are saying average,48% are saying that good and remaining 39 are feeling excellent. Classified - Internal use  Maximum number of customers are suggesting regarding the more supply during the season time  One of the reason for the success of HINDUSTAN COCA-COLA BEVERAGE PVT LTD is obviously its unique promotional activities .  Most of the customers are giving preference for quality as well as customer service . Classified .  Still some more customers are showing interest to work with coca-cola.  Coca cola products are having maximum sales when compare to its competitors.FINDINGS OF THE STUDY  Majority of the customers are being satisfied with the promotional schemes offered by the HINDUSTAN COCA-COLA BEVERAGE PVT LTD.Internal use . coke is succeed in both the areas . It has to develop its promotional activities for outmost development and to achieve the competitive advantage.e.SUMMARY Inspire of all the above inadequacies. which are highlighted in the suggestions the HINDUSTAN COCA-COLA BEVERAGE PVT LTD has a good brand image and brand loyalty among the customers. which they are selling. Customers should be made aware of the product mix of HINDUSTAN COCA-COLA BEVERAGE PVT LTD and other products. All the employees are target-oriented in their respective fields. New methods of advertising i. using the media of advertising more efficiently and innovatively should be done. They created a congenial working environment and working with co-ordination to achieve the ultimate targets of the HINDUSTAN COCA-COLA BEVERAGE PVT LTD. The organization should motivate its employees to the almost possible extent to achieve the goals and objectives. Classified .Internal use . promotion & add to the selling of the product. to the places like college canteen. tea stalls etc. mainly because it has been observed that irrespective of age and gender.  For the launch of the product and for the success of the product what should be done first is to target the Retailer for the simple reason he is the person who will give display.  The company should take the strict actions towards those retailers which are putting the local brands in the refrigerators provided by the company to them. Advertisements should highlight the main features of the product . which will motivate them keep more of Coca-cola.SUGGESTIONS  Advertisements should target the entire family. chairs etc.Internal use .  Company should even provide umbrella.  The company is spending lot of money on advertising and promotion but the promotion should be done in a unique way. more than 75% of the people have liked the product and look forward to buy it again.  The company should focus much on the distribution because the distribution channel makes the sale of the product stronger. Classified . Classified .Internal use . I would like to appreciate the employees for their dedication to work with the company and Continuous supervision on market and employees definitely make the coca cola not as a part of fortune companies. Indian stars. Coca-Cola is one of the companies having the best promotional strategies. Even. infact it is the one of the leaders in sponsoring the most important. Classified .g. concert and many other social occasions. thrilling events.CONCLUSION No doubt. sportsmen. Its entertaining and colorful advertisements are being rocking the media. E. but in the first position of fortune companies.Internal use . actors even the actresses are playing a very vital role in making Coca-Cola such a popular beverage. Coca-Cola has always had a close relationship with its customers and supplier. Cricket matches. com • www.cocacola.com www.D. BOOKS REFERRED  Internal records of the HINDUSTAN COCA-COLA BEVERAGE PVT LTD  Marketing management: Philip Kottler  Marketing management: Ramaswamy & Ramakumari  Principles and application: D.BIBLIOGRAPHY SITES VISITED • • • • www.com.hindusthan coca-cola. Sharma Classified .Wikipedia.Internal use .cocacolaindia.google.com www.com www.