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SUMMER TRAINING PROJECT REPORT

OnStudy on various channel of istri!ution of Coca

Cola

of "aranasi #North Re$ion%

SU&MITTE 'OR PARTIA( 'U('I((MENT O' T)E

EGREE O'

MASTER OF BUSINESSADMINISTRATION

ByAmit Kumar Singh

(Roll No.: 1268670024)

External Supervisor InternalSupervisorNameA.K. Aggraal Name Dr.Ma!"u BalaDesignation. Area Sales Manager DesignationAsst.#ro$essorName o$ %ompan& %o'a %ola #(T.)TD

*reater Noi!aA!!ress Ra+atala, (aranasi

Accurat !n"titut o# A$%anc$ &anagmnt' ratr Noi$a

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-A$$iliate! to U# Te'"ni'al Universit& an! Approve! ,&AI%TE

/012

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Accurate

InstituteofAdvancedMan

agement

#Affiliated to UPTU and A**roved !y AICTE%

33333333333333333333333333333333333333

)EA O' M&A PROGRAM+S CERTI'ICATE

*hi" i" to crti#y that Summr *raining +ro,ct R-ort titl$ Study onvarious channel of istri!ution of Coca Cola

Of "aranasi #North Re$ion )i" carri$ out /y Amit Kumar Singh'Roll No. 1268670024' a "tu$nt o# &BA !!! Sm"tr at Accurat !n"tituto# A$%anc$ &anagmnt' ratr Noi$a' un$r th "u-r%i"ion o# r.&a$hu Bala*hi" i" an original 3or carri$ out /y th "ai$ "tu$nt to th /"t o# myno3l$g an$ ! rcommn$ #or th "u/mi""ion o# thi" Summr *raining+ro,ct R-ort to 5ttar +ra$"h *chnical 5ni%r"ity' ucno3 in th -artial#ul#illmnt o# th ruirmnt #or th a3ar$ o# &BA gr.

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+ro#. (r.) Amar Kr. Sana

irctor'A!A&' ratr Noi$aat:

Plot No. 49, Knowledge Park-3, Greater NOIDA-201306 (P!, P"one# 0120-232$23%, &a'# 0120-23203%% . )a*l.# *n+oarate.*n, /e#

"ttwww.a*a

EC(ARATION

! hr/y $clar that th -ro,ct r-ort ntitl$: ,Mar-etin$ Strate$ies of

)industan Coca.Cola &evera$es Pvt/ (td/0 su/mitt$ in -artial #ul#illmnt

o# th ruirmnt #or th $gr o# M&A i" my original 3or an$ not

"u/mitt$ #or th a3ar$ o# any othr $gr' $i-loma' #llo3"hi-' or any othr

"imilar titl or -ri9".

AMIT KUMAR SINGH
mailto:[email protected]:[email protected]


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MBA

Roll No. ____________

+lac: ;;;;;;;;;;;

at: ;;;;;;;;;;;

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AC1NO2(EGEMENT

&y "incr gratitu$ to all th Ms/ Madhu &ala #or hr %alua/l gui$anc'

ncouragmnt' u"#ul "ugg"tion' critical %aluation an$ unn$ing "u--ort

3hich hl-$ m accom-li"hing thi" -ro,ct 3or.

! am gratitu$ to Mr/ A3it 1u3ar Sin$h #or hi" %alua/l gui$anc an$

"u--ort at all tim an$ -ro%i$$ m th /"t o--ortunity to 3or 3ith an

"tm$ organi9ation.

! am than#ul to all tho" -o-l 3ho -ro%i$$ m all th nc""ary

in#ormation raching at thi" "tag' through thi" acno3l$gmnt' ! 3oul$ li

to than" to all tho" -o-l 3ho -ro%i$$ m all th in#ormation $irctly or

in$irctly throughout thi" -ro,ct r-ort ha" /n "ucc""#ully com-lt$.

Student Na3e4 A3it 1u3ar Sin$h

Roll no/ 4 567879::6;

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TA&(E O' CONTENTS

PRE'ACE :7.:9

INTROUCTION :8.:>' it" tangy ta"t ha"

/n -o-ular 3ith !n$ian tnagr"

(IMCA4 !t i" thir"tunching /%rag #atur" a #r"h an$ light lmonlim

ta"t an$ lighthart$ attitu$. *h limca /ran$ 3a" intro$uc$ in 1>71 an$

acuir$ /y th cocacola com-any in 1>>.

MAABA4 &aa9a' launch$ in 1>84 an$ acuir$ /y th cocacola com-any in

1>>' i" a non car/onat$ mango "o#t $rin 3ith a rich' ,uict natural mango

ta"t.

T)UMPS UP4 in 1>>' th cocacola com-any acuir$ thi" /ran$' 3hich

3a" originally intro$uc$ in 1>77. !t" "trong an$ #i99y ta"t ma" it uniu

car/onat$ !n$ian cola.

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&RANS IN INIA

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A"ERTISEMENT

?

PUNC) (INE

O' COCA.CO(A

A"ERTISEMENT AN PUNC) (INE O' COCA.CO(A

1>6 . It+s The Refreshin$ Thin$ To o.

1>42 . It+s The Real Thin$ /

1>4 Glo!al )i$h Si$n/

1>> &e Really Refreshed/

1>62 . Thin$ Go &etter 2ith Co-e/

1>6> . It+s the Real Thin$/

1>70 I (i-e To &uy The 2orld A Co-e /

1>76 Co-e Add (ife /

1>82 . Co-e Is It /

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1>86 . Catch The 2ave/

1>8> . =ou Can+t &eat the 'eelin$/

1>> . AlDays Coca.Cola

1>>8 Eat Music Slee* Music And rin-

OnlyCoca.Cola.

1>>> . Jo Chaho )o Jaye Coca.Cola EnFoy/

2000 I 2ant )riti- And I 2ant Co-e/

2002 Thanda Matla! Coca.Cola

200 Jiyo Thanda Piyo Thanda /

2008 AaaF Tu Jashan Manna (e

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A&OUT COCA.CO(A

1. *h 3orl$=" larg"t "-hrical cocacola "ign i" in Nagoya' Ga-an a to-

th $ial Nagoya /uil$ing in #ront o# th Nagoya rail3ay "tation. *h

"ing i" a $ou/l "-hr con"truct$ #rom mor thn 46 ton o# "tl'

mor >40mtr o# non tu/ing' an$ mor thn' 87> light /ul/". *h

outr "ha- #atur" th cocacola logo an$ contour /ottl' 3hil th

innr "-hr -ortray" a comic "cn 3ith t3inling -lant" an$ "tar".

2. Hn o# th 3orl$=" larg"t "ign" #or cocacola i" locat$ on a hill

call$ IDA


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6. !# all th cocacola %r -ro$uc$ 3r in 8 ounc /ottl"' -lac$

"i$ /y "i$ an$ n$ to n$ to #rom a lan high3ay' it 3oul$ 3ra-

aroun$ th arth 82 tim".

7. !# all th cocacola %r -ro$uc$ 3r #lo3ing o%r Niagara #all at it"

normal rat o# 10 million gallon" -r "con$ in"ta$ o# 3atr' th

#all" 3oul$ #lo3 #or a/out a $ay an$ a hal# 8 hour" an$ 46 minut".

8. th larg"t r-r"ntation o# th 3orl$=" /"t no3n -acag 100 #oot

tall gla"" contour /ottl i" locat$ at 3orl$ o# cocacola' AS @IAS

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)ISTOR=

O'

COCA.CO(A

Gon Styth +m/rton #ir"t intro$uc$ th r#r"hing ta"t o#


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D -urcha"" it #rom th r.+m/rton #amily #or F 200. Cith in 4 yar hi"

mrchan$i"ing #lair hl-$ to -an$ th con"um-tion o#


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)ISTOR= IN INIA


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to "ll th -ro$uct" manu#actur$ /y th


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A &RIE' INSIG)T. T)E 'MCG INUSTR= IN INIA

?a"t &o%ing


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?&


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+roc""$ %gta/l"' +roc""$ mat' Bran$$ #lour' Bottl$ 3atr'

Bran$$ ric' Bran$$ "ugar' Guic"J th ma,or -layr" /ingJ Din$u"tan

%r imit$' N"tl'


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BEVERAGE INDUSTRY IN INDIA

*h /%rag in$u"try i" %a"t an$ thr %ariou" 3ay" o# "gmnting it' "o a" to

catr th right -ro$uct to th right -r"on. *h $i##rnt 3ay" o# "gmnting it

ar a" #ollo3":

Alcoholic' nonalcoholic an$ "-ort" /%rag"

Natural an$ Synthtic /%rag"

!nhom con"um-tion an$ out o# hom on -rmi"" con"um-tion.

Ag 3i" "gmntation i.. /%rag" #or i$"' #or a$ult" an$ #or "nior

citi9n"

BI@IRAIS

Alcoholic NonAlcoholic


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Sgmntation /a"$ on th amount o# con"um-tion i.. high l%l" o#

con"um-tion an$ lo3 l%l" o# con"um-tion.

!# th /ha%ioral -attrn" o# con"umr" in !n$ia ar clo"ly notic$' it coul$ /

o/"r%$ that con"umr" -rci% /%rag" in t3o $i##rnt 3ay" i..

/%rag" ar a luury an$ that /%rag" ha% to / con"um$ occa"ionally.

*h" t3o -rc-tion" ar th /igg"t challng" #ac$ /y th /%rag

in$u"try. !n or$r to l%rag th /%rag in$u"try' it i" im-ortant to a$$r""

thi" i""u "o a" to ncourag rgular con"um-tion a" 3ll a" an$ to ma th

in$u"try mor a##or$a/l.

*hr "trong "tratgic lmnt" to incra" con"um-tion o# th -ro$uct" o# th

/%rag in$u"try in !n$ia ar:

*h uality an$ th con"i"tncy o# /%rag" n$" to / nhanc$ "o

that con"umr" ar "ati"#i$ an$ thy n,oy con"uming /%rag".

*h cr$i/ility an$ tru"t n$" to / /uilt "o that thr i" a %ry "trong

an$ "a# #ling that th con"umr" ha% 3hil con"uming th

/%rag".

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)INUSTAN COCA.CO(A &E"ERAGES

PRI"ATE (IMITE #)CC&P(%


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-r /ottl. *hi" n3 mart account$ #or o%r 80 o# !n$ia=" n3


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TEAM2OR14*o unit #or gratr "trngth an$ 3or collcti%ly a" a

grou- to3ar$" th achi%mnt o# common goal".

O2NERS)IP4*o thin an$ act li o3nr" at all l%l"J to ha%

$ci"ion" tan at th lo3"t a--ro-riat l%l.

ACCOUNTA&I(IT=4 *o / in$i%i$ually an$ tran"-arntly

accounta/l to our collagu" #or $li%ring agr$ targt" an$ goal".

"ISION 'OR SUSTAINA&(E GRO2T)

*o -ro%i$ c-tional "tratgic la$r"hi- in th


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Bottlr" a" an o--ortunity to gro3 -ro#it" in %olum"

Bottlr" a" a tra$mar nhancmnt an$ -o"iti% conomic %alu

a$$$ Su--lir" a" an o--ortunity to ma ra"ona/l -ro#it" 3hn crating

ral %alua$$$ in an n%ironmnt o# "y"tm3i$ tam 3or' #li/l

/u"in"" "y"tm an$ continuou" im-ro%mnt

UA(IT= PO(IC=

*o n"ur cu"tomr $light' 3 commit to uality in our thought"' $$" an$

action" /y continually im-ro%ing our -roc"""LI%ry tim.E

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ORGANIBATION STRUCTURE O' T)E SA(ES EPARTMENT

IN )CC&P(

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ORGANIBATION STRUCTURE O' T)E SA(ES EPARTMENT

MANU'ACTURING UNIT O' )CC&P(

*h manu#acturing unit o# D


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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

PROMISE &= COCA.CO(A

T)E COCA.CO(A PROMISE

*h cocacola com-any i"t" to /n#it" an$ r#r"h %ry on it touch".

*h /a"ic -ro-o"ition o# our /u"in"" i" "im-l ' "oli$ an$ timl"" 3hn 3

/ring r#r"hmnt ' %alu ' ,oy an$ #un to our "tahol$r" thn 3

"ucc""#ully nurtur an$ -rotct our /ran$ ' -articularly cocacola . that i" th

y to #ul#illing our ultimat o/ligation to -ro%i$ con"i"tntly attracti% to th

o3nr "o #our /u"in"".

&or thn a /illion tim" %ry $ay ' thir"ty -o-l aroun$ th 3orl$ rach #or

cocacola -ro$uct" #or r#r"hmnt. *hy $"r% th high"t

Muality %ry tim . our -romi" to $li%r that uality i" th mo"t im-ortant

-romi" 3 ma . an$ it in%ol%" a 3orl$3i$ ' yt $i"tincti%ly local '

nt3or o# /ottling -artnr ' "u--lir ' $i"tri/utor an$ rtailr" 3ho" "ucc""

i" -aramount to our o3n. Hur in%"tmnt in local communiti" in o%r 200

countri" total" /illion" o# $ollar" in ,o/"' #aciliti" ' marting' th -urcha"

o# local goo$ an$ "r%ic"' an$ local /u"in"" -artnr"hi-. Al3ay" an$ %ry

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3hr ' 3 -ur"u continuou" inno%ation in th -ro$uct" 3 o##r th

-roc""" 3 u" to ma thm' th -acag 3 $%lo- an$ th 3ay 3 /ring

thm to mart .

=OUR )EA(T) ? OUR &E"ERAGES

=OUR )EA(T) AN OUR &E"ERAGES

*hr i" gro3ing con#u"ion a/out 3hat con"titut" a halth $it. Cith "o

mu"h con#licting in#ormation a%aila/l a/out halth an$ nutrition' it can /

%ry $i##icult to $trmin 3hat i" accurat an$ 3hat i" not.

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*h truth i" that "o#t $rin an$ /%rag" ha% a -lac in a halthy li#"tyl.

A halthy $it incor-orat" th /a"ic -rinci-l" o# %arity' /alanc an$

mo$ration 3ithout "acri#icing n,oymnt.

)EA(T) AN OUR &E"ERAGES ... T)E 'ACTS

So#t $rin" $o not contri/ut to $ia/t".

*h ca##in an$ -ho"-horic aci$ in "o#t $rin" $o" not a##ct /on

halth

*h "ugar in "o#t $rin" $o" not cau" chil$rn to / hy-racti%.

*h con"um-tion o# "o#t $rin" ha" not a##ct$ calcium con"um-tion.

Sugar con"um-tion ha" not /n "ho3n to cau" o/"ity.

*h amount o# "ugar an$ calori" in "o#t $rin" i" a/out th "am a"

many #ruit ,uic"

COCA.CO(A INIA.OUR "ISION

+ro%i$ c-tional "tratgic la$r"hi- on th


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commitmnt to thm an$ in a highly -ro#ita/l


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S*RA*I!IS AH+*I B


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-r#rnc". !n Ga-an'


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A''ORA&I(IT=4 A 1E= ISSUE IN INIA

A##or$a/ility i" th -rimary ra"on /hin$ th lo3 -ntration o#


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MORE 'IBB IN INIA T)AN IN T)E U1

*h lo3 -ntration o# 0=" /ut ha"

$clin$ to "ingl $igit l%l in th la"t #3 yar". *hi" i" $u to thr ra"on":

th gnral conomic "lo3$o3n' #runt -ric incra"" in th la"t yar"

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an$ th mrgnc o# cha-r altrnati%" "uch a" -o3$r$ concntrat" an$

/ottl$ 3atr.

CO1E? PEPSI IN INIA4 A &RUISING CO(A 2AR


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aha$ o#


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C)APTER.@

RESEARC)

MET)OO(OG=

RESEARC) MET)OO(OG=

1


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R"arch &tho$ology i" a 3ay to "y"tmatically "ol% th -ro/lm. !t may /

un$r"too$ a" a "cinc o# "tu$ying ho3 r"arch i" $on "cinti#ically. !n it

3 "tu$y th %ariou" "t-" that ar gnrally a$o-t$ /y th r"archr in

"tu$ying hi" r"arch -ro/lm along 3ith logic /hin$ thm. it i" nc""ary #or

th r"archr to no3 not only th r"arch mtho$"tchniu" /ut al"o th

mtho$ology u"$. R"archr" not only n$ to no3 ho3 to $%lo- crtain

in$ic" or t"t"' ho3 to calculat man or m$ian or mo$' ho3 to a--ly

-articular r"arch tchniu" /ut mu"t al"o no3 3hich o# th" mtho$" or

tchniu" ar rl%ant an$ 3hat 3oul$ thy man an$ in$icat an$ 3hy.

R"arch -roc"" con"i"t" o# "ri" o# action" or "t-" nc""ary to ##cti%ly

carry out th r"arch.

RESEARC) ESIGN4

*h #unction o# r"arch $"ign i" to -ro%i$ #or collction o# rl%ant

%i$nc 3ith minimal -n$itur o# tim ##ort an$ mony. ! #ollo3$ th

cn"u" mtho$ a" ! $i$ $aily rout ri$ing along 3ith th cuti%" an$ th

"al"mn. ! got o--ortunity to mt an$ intract 3ith ach on o# th rtailr"

an$ clo"ly cam to no3 "-ci#ic n$ o# th -romotion o#


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ha9ia/a$' &o$inagar an$ littl ara o# N


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a.) *o un$rta a mart "tu$y to no3 th


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!n thi" ty- o# $ata collction mo$ th intr%i3r u"" th 3or$ing an$ or$r

that "m" mo"t a--ro-riat in th contt o# ach intr%i3. *h" intr%i3"

ar u"#ul in o/taining a clarr un$r"tan$ing o# th -ro/lm an$ $trmining

3hat ara" "houl$ / in%"tigat$.


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C)APTER.;

ATA CO((ECTION TEC)NIUE

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*hr ar "%ral 3ay" o# collcting th in#ormation con"i$ra/ly in th

contt o# mony co"t"' tim an$ othr r"ouc" at th $i"-o"al o# th

r"archr. ! collct$ $ata #or my -ro,ct 3or through th m$ium o# Sur%y

Sht" !n thi" mtho$ ! got th -r-ar$ "ht" #rom th com-any com-ri"ing

o# rl%ant u"tion" rlat$ 3ith my -ro,ct. *hn ! contact$ r"-on$nt" on

thir "ho-" along 3ith th "ht" #or collcting th in#ormation.

RESEARC) APPROAC)4 SUR"E= MET)O

SAMP(ING

Sam-l $"ign i" a $#init -lan $trmin$ /#or any $ata ar actually

collct$ #or o/taining a "am-l #or a gi%n -o-ulation. *h "am-l $"ign to

/ u"$ mu"t / $ci$$ /y th r"archr taing into con"i$ration th natur

o# inuiry an$ othr rlat$ #actor".

! ha% -ai$ attntion on th #ollo3ing -oint" 3hil $"igning th "am-l:

a) *argt -o-ulation

/) Sam-l 5nit

c) Sam-ling Si9

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$) Sam-ling &tho$

a%/ TARGET POPU(ATION4

*h -o-ulation o# th "tu$y con"i"t$ o# rtailr" an$ $alr". *argt

-o-ulation 3a" tan #rom th city o# @arana"i.

!%/ SAMP(ING UNIT4

Ran$om "am-ling 3a" cho"n that i" 3hr any outlt o# th 3hol -o-ulation

3a" lily to / "lct$ a" any othr outlt that i" all th outlt" o# th

-o-ulation ha% ual chanc".

Sho-" -ur"uing -romotional tool" (/oth $alr" an$ rtailr") in @arana"i.

c%/ SAMP(E SIBE4

A total o# 100 "ho-" 3r o/"r%$ #rom th city @arana"i.

d%/ SAMP(ING MET)O4 +ur-o"i% Sam-ling

T)E ATA REGARING4

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Do3 th acc""ori" can / acuir$ Q

Chn th acc""ori" $i$ com into $i"tri/ution channllingQ

Cr th rtailr" in#orm$ on th $i"tri/utionQ

Chat ncourag$ thm to -o""" th acc""ori"Q

Ar thy n,oying /ac u- #rom th com-any #or -romotional acti%iti"Q

*h tim con"traint 3a" al"o -r%alnt a" thr 3a" not a/un$ant tim #or a

$tail "tu$y to / con$uct$ among th rtailr" an$ $alr".

*h #inancial limitation" coul$ al"o / #lt a" th #un$ing rgar$ing th "ur%y

3a" not "u/,ct$ 3hich la$ to a lac in an in$-th "tu$y to / un$rtan.

MAR1ETING MI ? STRATEG=

&arting mi o# any organi9ation con"i"t" o# 4 +=" i.. +ro$uct' -ric' -lac

an$ -romotion ha%ing it" o3n "igni#icanc' that %ari" #rom on organi9ation

to th othr. in coca cola th in#ormation a/out all th 4 +" that can /

a%aila/l to m i" gi%n hr:

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PROUCT4 +ro$uct mi o# cocacola con"i"t" o# th %ariou" /ran$ -ac"

an$ #la%or gi%n in th ta/l. +ro$uct "tratgy o# th cocacola i" to -romot

all /ran$" a%aila/l in th /ran$ -ac" an$ to intro$uc th -ro$uct in n3

#la%or i" al"o intro$uc$.

PRICE4 Rgar$ing th -ricing -olicy or th -ric to th $i"tri/utor i" not

$i"clo"$ to m' /ut a" $on #or th $i##rnt -ro$uct o# th com-any'

com-any ha" -ric$ th -ro$uct "am a" that o# it" ma,or com-titor or th

mart la$r.

P(ACE4 *h cocacola com-any in !n$ia i" go%rn$ #rom it" cor-orat

o##ic locat$ at urgaon in Daryana . !t go%rn" th 3oring o# #i% 9on"

co%ring 3hol !n$ia th" 9on" ar north 9on ' a"trn 9on ' 3"trn

9on ' "outhrn 9on an$ An$hra +ra$"h 9on . *h" 9on" ar $i%i$$ in to

%ariou". +lant' 3hich go%rn th ara a""ign$ to thm. *h ara i" th %ariou"

$i"tri/ution cntr" call$ $i"tri/utor" an$


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mor clarly %i"i/l through thi" chart. *h cocacola com-any' 3hich ga%

it" rach to th mouth o# /illion o# -o-l all aroun$ th 3orl$ ha%ing a 3i$

$i"tri/ution' nt3or. !n !n$ia' th -ac an$

S-$ at 3hich cocacola ha" 3i$n$ it" /u"in"" i" rally ama9ing.

i"tri/ution nt3or i" th /igg"t "trngth o# th com-any.

PROMOTION4 thi" -a"t o# th marting i" -laying a %ry %ital an$

im-ortant rol in th currnt "ituation in !n$ia . ooing at th com-tition

an$ -romotion an$ a$%rti"ing /u$gt o# /oth th com-ani" cocacola an$

+-"i' on can a"ily "timat th im-ortanc o# thi". *h -romotion mi o#

cocacola i" $i%i$$ in to to* line *ro3otion and !eloD the line *ro3otion/

To* line *ro3otion inclu$" th -romotion $"ign$ an$ $on /y th

com-any=" cor-orat o##ic o# gurgaon an$ th o##ic o# Bom/ay *.@

a$" ' $"ign o# /annr ' an$ othr -" $on /y th com-any "imultanou"ly all

aroun$ !n$ia 3ith no $i##rnc in $"ign" tc #all in thi" catgory . Blo3

th lin -romotion inclu$" th -romotion "chm"' -u/licity matrial' +HS

$i"-lay $on /y th com-any #rom 9onal' -lant' "al managr an$ ara "al"

managr l%l. At th "al" managr an$ ara "al" managr l%l th

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-romotion $on clu"i%ly #or th citi" in thir r"-cti% ara an$ othr

+HS $i"-lay.

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OUR &RANS

Coul$n=t you to no3 3hat A-ricot'


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,(oo-in$ $ood and tastin$ $reat0

it


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*h


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, (i$ht and (e3ony0

*hi" thir"t unching /%rag #atur" a #r"h' light lmonlim ta"t an$

#unlo%ing attitu$. !t=" a homgro3n' national tra"ur in !n$ia' 3hr th


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,yaari osti TaaHa MaaHa0

3ith th ral #ruit" ta"t i$" lo%' -lu" a$$$ calcium' &aa9a=" taglin'

aario"ti *aa9a &aa9a man"E ?rin$"hi- momnt" 3ith #r"h

&aa9aEin Din$i. &aa9a 3a" intro$uc$ in !n$ia in 1>84 a" a no car/onat$mango #ruit $rin. !t 3a" acuir$ /y th


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,Clear cris* refreshin$/0

!ntro$uc$ in 1>60' S-rit i" th 3orl$=" la$ing lmon lim #la%or$

"o#t $rin. "-rit i" "ol$ in mor than 1>0 countri" an$ ran" a" th

No.4 "o#t $rin 3orl$3i$' 3ith a "trong a--al to young -o-l.

&illion" o# -o-l n,oy S-rit /cau" o# it" cri"-' clan ta"t that

rally unch" your thir"t. But al"o ha" an hon"t' "traight#or3ar$

attitu$ a/out thing" that "t" it a-art #rom othr "o#t $rin". S-rit

ncourag" you to / tru to 3ho you ar an$ to o/y your thir"t.

6>
http://www.coca-colaindia.com/brands/brands_sprite.html


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,Stron$ Cola Taste ecitin$ *ersonality04

*hum-" 5- i" th la$ing car/onat$ "o#t $rin an$ mo"t tru"t$ /ran$

in !n$ia' originally intro$uc$ in 1>77' it 3a" acuir$ /y th


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COMMITMENT TO2ARS INIAN &RANS

long trm -lan" o# > till $at'

in-ut" in /oth th /ran$" ran th gamut in a$%rti"ing to -acaging' rai"ing

/ran$ a3arn"" to un-rc$nt$ l%l". *h in%"tmnt in acuiring th"

71


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/ran$" an$ th -roc$ing in-ut" thr in ha" "n th" /ran$" gro3

a$mira/ly. Chil *hum-"u- ha" gro3n o%r 0 o%r th la"t r" ' imca

ha" gro3n o%r 20.*hum-"5- rcor$$ a -hnomnal gro3th o# 4 in

th &um/ai mart in &arch 1>>7' th #ir"t month o# th launch o# th n3

logo. *h n3 logo that ha" a "trong "tra o# /lu "-$ lin" a$$ing a

-o3r#ul lmnt o# "-$ an$ a$%ntur 3a" #atur$ on 00ml r#illa/l

thun$r +acE /ottl". R"arch con$uct$ /y r"arch !ntrnationalE in

&um/ai "ho3$ that 84 o# *hum-"5- con"umr" -r#rr$ th n3 logo

to th ol$ on.

72


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COCA.CO(A+S4 CREATI"IT= IN A"ERTISIMENT

COCA.CO(A4

,Thanda Matla! Coca.Cola0

*hi" a$ i" crati% in th "n" that' 3hil n,oying thy can u" th 3or$


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T)UMPS UP4

,taste the thunder0

*hi" a$%rti"mnt i" al"o crati%. *h "logan it"l# r#r" th thun$ring

i$a. !t challng" th tnagr" #or th ta"t. !t i" 3ll no3n th to$ay="

youth 3ant to $o "omthing traor$inary. *hy

3ant to "ho3 thm"l%" "u-rior. So com-any i" -loiting th mntality o#

to$ay=" youth that th -ro$uct i" #or thm 3ho 3ant to acc-t th challng".

SPRITE4

, de-have *e na Fao a*ni a-al la$ao0

*h crati% a$%rti"mnt r#r" that $on=t go on -o"ur. *ry to go on

rationality. !t ma$ #or tho" -o-l 3ho 3ant to $o thir 3or /y thir o3n

o-inion an$ ta"t.

No3 a $ay" %rything i" #ull o# -o"ur that i" ma$ to attract th -o-l

an$ "uch ty- o# -ro$uct" al3ay" gi% th $i""ati"#action among th -o-l.

74


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*hr#or th 3orl$=" /igg"t "o#t $rin com-any ha" ma$ a -ro$uct #or th

man 3ho $o"n=t try to go on -o"ur an$ 3ho al3ay" /li% in rationality

i.. "-rit.

(IMCA4

, Fust Ta-e it Easy0

!t i" 3ll no3n that lmon in u"$ to o%r com th "tr"" a" 3ll a" it hl-"

in $ig"ting. Rgar$ing thi" truth


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T)E COCA.CO(A MISSION

, T)E &EST G(O&A( COMPAN= ,

*h mi""ion o#


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*hi" high3ay i" a -art o# th "tu$y un$rtan on th /hal# o# th


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(6) *ABI


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C)APTER.>

ANAS!S AN

!S


80/115

MAR1ET PROMOTIN ANA(=SIS

*h r"arch a--roach /ing #ollo3$ in @arana"i (I5+) 3a" rgar$ing th

"u-r%i"ion o# %ariou" outlt"' 3hich i" on o# th ma,or con"uma/l

high3ay". *hr 3a" a "-cial in"-ction $on onto th "tati"tical n$ o#

%ariou" "al" -romoting acc""ori" /ing -ro%i$$ to th rtailr".

*h $i"tri/uting unit co%r=" th o%r all "u--ly to th mart 3ith hi"

##icint "al" #orc in a--lication. *h unit hr ha" a $aily ruirmnt o#

0 cart" o# 200ml 00mlo#


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TA&(E.5

@ariou" con"oli$at$ #igur" r-r"nting th "har o# /oth


82/115

TA&(E.II

Similar con"oli$at$ $ata in r"-ct o# th mart "har o# /oth


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:

8


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C)APTER.7

'ININGS ? ANA(=SIS

84


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G(O2 SING &OAR

*h "tu$y hr r%al$ that u"ually th outlt" ha$ SB=" $i"tri/ution at a

larg "cal /ut thy $i$ not co%r th ntir ara.


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EA(ER PRINTE SIGN &OAR4

5n$r th ara "tu$y it coul$ / "n that /oth


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COUNTERS4.

uring th "tu$y it 3a" o/"r%$ that o%r th ntir th mart rgion un$r

thi" catgory th


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TA&(E. C)AIR. UM&RE((A4.

Chil co%ring th ntir ara it 3a" %ry "ur-ri"ing to no3 that th

com-ani" ha$ no "ati"#actory -r#ormanc out thr .


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2A(( PAINTING 4

Hn th "ur%y $uration it 3a" o/"r%$ that in "uch ara" 3hr a#tr %ry

(7) a n3 "mall "tart$' 3hr 3 gnrally no3 that -o-l #ollo3 "ign"

-aint$ a$%rti"mnt. *hu" a clo" "tan$ /y +-"i 3a" "n an$ th outlt"

-rinc$ mo"tly ithr


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SA(ES GENERATING ASSET4.

*hy ar th a""t" /ing catgori9$' 3hich -lay a %ital rol in -r"r%ation

o# th -ro$uct" r#rigrator" or ic/o". &any o# th outlt" $o ha$ thm in

a/un$anc /ut othr" ha$ to only #$ u-on on o# thm . thi" /ing th mo"t

""ntial ruirmnt #or outlt on 3ho "toc" "o#t $rin" a" no on i" going

to -urcha" a hot on. A han$"om $i"tri/ution #ollo3 onto th outlt" can /

"n 3hich al"o "omtim" ma -o-l a3ar o# a$%rti"ing /ing $on

through thi" "ourc.

COCA-

COLA 64

PEPSI 53

>0


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RAC1S4.

*h ntir "ur%y $alt 3ith th $i"tri/ution o# acc""ori"' 3hich ar on o#

th ""ntial on" to ha% an im-r""i% -romotional outlay. Among th /"t

r%i3$ on 3a" rac"E 3hich ha% /n -ro%i$$ at nonaccounta/l

ra"on' 3hich "ho3" that -o-l may -lac it at mar a" "ym/ol

-romotional in$uction to th rtailr".

COCA-

COLA 73

PEPSI 61

*hy com-t %igorou"ly' an$ at th "am tim thy coo-rat "martly 3ith

thir "tratgic -artnr" in thir "u--ly an$ $i"tri/ution chain.

I%ry com-any ha" a "t o# $-artmnt to %i3ing it a" a "y"tm #or

managing cor -roc"". 1


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!n mo$rn marting $i"ci-lin ma"" mart ar #ragmnting in micro

mart' multi-l $i"tri/ution channl ar r-lacing "ingl channl' -ric

$i"counting an$ "al" -romotion.

"igning th /"t marting mi *o ma a "alE thr i" gro3ing

m-ha"i" on $"igning th /"t rlation"hi- mi #or 3inning an$ -ing

cu"tomr. oo$ cu"tomr ar an a""t 3hich ' 3hn 3ill manag$ an$ "r%$'

3ill rturn a han$"om li#tim incom "tram to


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TA&(E.III

&arting -romotional $ata /ing collct$ through $aily "ur%y a" to th

"cnario o# /oth


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G(O2 SIGN &OAR4.

Bing a "mall mart ui--$ o# %ariou" "mall "ho-" an$ cool cornr" thy

mo"tly -o""""$ th SB=". 3hil at "om /ig outlt" thr may / 2 or

mor. *aing into con"i$ration thi" mart +-"i ha" a high com-titi%

"har 3ith


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EA(ER PRINTE SIGN &OAR4 .

&any o# th outlt" 3r -ro%i$$ th +S=" 3hil th mart -romotional

acti%iti" ha$ /n con$uct$. +-"i though /hin$


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COUNTERS4.

Both +-"i a" 3ll a" 6


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TA&(E. C)AIR.UM&RE((A 4.

!n th mart o# &o$inagar thr=" a limit$ "co- #or th" acc""ori" a"

thy ar #oun$ mo"tly at o-n air r"taurant" ha%ing larg -rmi"". *h

r"taurant" hr ar not much "o-hi"ticat$ 3ith gar$n" or com-oun$" ha%ing

-lac to -ut in 5m/rlla"' tc. al"o a ma,or "har o# th mart i" l#t

untouch$ /y "uch -ro%i"ion" that may #louri"h in nar #utur.

0

10

20

30

40

50

COCA-

COLA

PEPSI NONE

TABLE-CHAIR &

UMBRELLA

>7


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2A((.PAINTING4.

@ariou" "3t" cornr" an$ cooling -oint" at th mart /or it. Rcntly


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SA(ES GENERATING ASSET4.

thr i" high $man$ o# r#rigrator" /y th rtailr"' a" thy 3ant to ha% an

incra" in th num/r o# SA=" to "toc mor. Both


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RAC14.

5n$r thi" catgory it=" +-"i 3ho ha" tan th la$ a" a r"ult o# thir

rcntly organi9$ rac $i"tri/ution "chm. *h rtailr" in rturn ha$ to

-urcha" a$$itional "toc #or $i"-lay on th rac" in turn o# +I* /ottl". *hy

$o -lay a ma,or rol in th $i"-lay o# th -ro$uct out"i$ th cool cornr" an$

hl-" in attracting th con"umr"

. EP(ANATION

1) GS&. G(O2 SING &OAR4

!t i" a $i"-lay /oar$ or hoar$ing /aring th -romotional a$%rti"mnt o# th

r"-cti% -ro$uct o# th com-any. *h com-ani" #or thir -ro$uct

-romotion an$ "al" nhancmnt u"ually -ro%i$ thm.

2) PS.EA(ER PRINTE SIGN &OAR 4

i"-lay /oar$" o# th "am natur 3ith an a$$itional #atur o# th rtailr="

nam or th outlt=" nam /ing mntion$ on thm ' in or$r that th

100


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"-on"or" /ar th %alu a$$ition on th /hal# o# th com-any. u"ually

-ro%i$$ to "toci"t 3ho ha% larg con"um-tion o# th -ro$uct.

) COUNTERS4

Coo$n or mtallic #ram3or -ro%i$$ /y th com-any to th

clu"i% outlt" 3hich ithr "toc in /ul or 3hich ar -articular

/ran$ outlt". *h com-any in rturn -romi"" a crtain #i$ "toc

"u--ly

#or a crtain tim -rio$. *h countr" /ar th com-any=" a$%rti"mnt" a" a

"ourc o# marting -romotion.

4) TA&(E. C)AIR. UM&RE((A4

mol$$ #urnitur o# -la"tic i" /ing -ro%i$$ at %ariou" o-nair r"taurant" or

$ha/a"E #or th con%ninc o# th cu"tomr" 3hil thir %i"it". !n rturn th

com-any achi%" -ro$uct -romotion a" 3ll a" rtailr" "ati"#action. *hy

can al"o / "n at %ariou" "trt "i$ ca#" an$ ,uic cornr".

101


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) 2A(( PAINTINGS4

-ainting o# th /ran$ a$%rti"mnt" on th 3all" o# th outlt"' 3hich in

r"ult attract an$ rmin$ th con"umr" a/out th -ro$uct. *hi" ma" th

con"umr a3ar o# th -o-ularity an$ -romotional ##ort ma$ on th /hal#

o# th com-any.

6) SGA.SA(ES GENERATING ASSET4

5n$r thi" catgory 3 gnrally ha$ th r#rigration' %i"icoolr"' an$ %n

th ol$ $"ign$ ic/o". Hn th othr han$ it na/l" to moti%at th

rtailr" #or /ttr "al" on com-any=" /hal#.

7) RAC1S:

*hy ar $i##rnt ty-" o# -la"tic or matrial hol$r"' 3hich ar u"$ #or th

$i"-lay o# th -t an$ othr gla"" /ottl. *hi" crat" a halthy -o"ur o# th

-ro$uct"' rmm/ranc to th ultimat con"umr".

*h" all hl- in gnrating th com-any=" /ran$ imag at $i##rnt l%l":

&art

Rtailr"


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(IMITATIONS

*h D!DCA S5R@I /ing con$uct$ a" th -ro,ct 3or un$r

Din$u"tan


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) uring th ntir "ur%y th rtailr" 3illingn"" #or acuiring th

acc""ori" in accor$anc 3ith th "chm" #ollo3$ 3ith thm

coul$ not / notic$. *hi" coul$ / on o# th ra"on" o# th non

a--ro-riat -romotional ##ort" in maing an a3arn""

among th cu"tomr"

104


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C)APTER.9

CONCLUSION

10


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107/115

6) *h archri%al" -ro$uct "tu$y can / ntrtain$ #rom th rtailr" an$

th -ri%ilg on thir -art i" no3n 3hich hl-" in #ormulation o# /ttr

marting -romotional "chm="

7) +-"i=" rgular "tochol$r" / trac$ an$ /ra u- /y -ro%i$ing

moti%ational intro$uctory o##r" nhancing th mart ca-tur.

8)


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C)APTER.8

BIBLIOGRAPHY

108


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&OO1S

Kothari +hili-' &arting &anagmnt' +rntic Dall !n$ia' N3 lhi.

Kothari


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333.googl"archngin.com

C)APTER.

am iiiiii iiiiii iiiiii it

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