Vedavathi 1

A STUDY ON SALES PROMOTION STRATEGY IN COCO-COLA BEVERAGE PVT LTD, SRIKALAHASTHI
CHAPTER 1
INTRODUCTION
WHAT IS SALES PROMOTION
An SALES PROMOTION is a campaign developed to communicate ideas about
products and services to potential consumers in the hopes of convincing them to buy those
products and services. This strategy, when built in a rational and intelligent manner, will
reflect other business considerations (overall budget, brand recognition efforts) and
objectives (public image enhancement, market share growth) as well. As Portable MBA in
Marketing authors Alexander Hiam and Charles D. Schewe stated, a business's SALES
PROMOTION "determines the character of the company's public face." Even though a small
business has limited capital and is unable to devote as much money to advertising as a large
corporation, it can still develop a highly effective advertising campaign. The key is creative
and flexible planning, based on an in depth knowledge of the target consumer and the
avenues that can be utilized to reach that consumer.
Today, most advertising strategies focus on achieving three general goals, as the
Small Business Administration indicated in Advertising Your Business: 1) promote awareness
of a business and its product or services; 2) stimulate sales directly and "attract competitors'
customers"; and 3) establish or modify a business' image. In other words, advertising seeks to
inform, persuade, and remind the consumer. With these aims in mind, most businesses follow
a general process which ties advertising into the other promotional efforts and overall
marketing objectives of the business.
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STAGES OF SALES PROMOTION
As a business begins, one of the major goals of advertising must be to generate
awareness of the business and its products. Once the business' reputation is established and its
products are positioned within the market, the amount of resources used for advertising will
decrease as the consumer develops a kind of loyalty to the product. Ideally, this established
and ever-growing consumer base will eventually aid the company in its efforts to carry their
advertising message out into the market, both through its purchasing actions and its
testimonials on behalf of the product or service.
Essential to this rather abstract process is the development of a "positioning
statement," as defined by Gerald E. Hills in "Marketing Option and Marketing" in The
Portable MBA in Entrepreneurship: "A 'positioning statement' explains how a company's
product (or service) is differentiated from those of key competitors." With this statement, the
business owner turns intellectual objectives into concrete plans. In addition, this statement
acts as the foundation for the development of a selling proposal, which is composed of the
elements that will make up the advertising message's "copy platform." This platform
delineates the images, copy, and art work that the business owner believes will sell the
product.
With these concrete objectives, the following elements of the SALES PROMOTION
need to be considered: target audience, product concept, communication media, and
advertising message. These elements are at the core of an SALES PROMOTION, and are
often referred to as the "creative mix." Again, what most advertisers stress from the
beginning is clear planning and flexibility? And key to these aims is creativity, and the ability
to adapt to new market trends. A rigid SALES PROMOTION often leads to a loss of market
share. Therefore, the core elements of the SALES PROMOTION need to mix in a way that
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allows the message to envelope the target consumer, providing ample opportunity for this
consumer to become acquainted with the advertising message.
TARGET CONSUMER
The target consumer is a complex combination of persons. It includes the person who
ultimately buys the product, as well as those who decide what product will be bought (but
don't physically buy it), and those who influence product purchases, such as children, spouse,
and friends. In order to identify the target consumer, and the forces acting upon any
purchasing decision, it is important to define three general criteria in relation to that
consumer, as discussed by the Small Business Administration:
1. Demographics—Age, gender, job, income, ethnicity, and hobbies.
2. Behaviors—When considering the consumers' behavior an advertiser needs to examine
the consumers' awareness of the business and its competition, the type of vendors and
services the consumer currently uses, and the types of appeals that are likely to convince
the consumer to give the advertiser's product or service a chance.
3. Needs and Desires—here an advertiser must determine the consumer needs—both in
practical terms and in terms of self-image, etc.—and the kind of pitch/message that will
convince the consumer that the advertiser's services or products can fulfill those needs.
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PRODUCT CONCEPT
The product concept grows out of the guidelines established in the "positioning
statement." How the product is positioned within the market will dictate the kind of values
the product represents, and thus how the target consumer will receive that product. Therefore,
it is important to remember that no product is just itself, but, as Courtland L. Bovey and
William F. Arenas stated in Contemporary Advertising, a "bundle of values" that the
consumer needs to be able to identify with. Whether couched in presentations that emphasize
sex, humor, romance, science, masculinity, or femininity, the consumer must be able to
believe in the product's representation.
COMMUNICATION MEDIA
The communication media is the means by which the advertising message is transmitted
to the consumer. In addition to marketing objectives and budgetary restraints, the
characteristics of the target consumer need to be considered as an advertiser decides what
media to use.
The types of media categories from which advertisers can choose include the following:
 Print—Primarily newspapers (both weekly and daily) and magazines.
 Audio—FM and AM radio.
 Video—Promotional videos, infomercials.
 World Wide Web.
 Direct mail.
 Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses).
After deciding on the medium that is
1) Financially in reach, and
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2) most likely to reach the target audience, an advertiser needs to schedule the broadcasting
of that advertising. The media schedule, as defined by Hills, is "the combination of specific
times (for example, by day, week, month) when advertisements are inserted into media
vehicles and delivered to target audiences."
ADVERTISING MESSAGE
An advertising message is guided by the "advertising or copy platform," which is a
combination of the marketing objectives, copy, art, and production values. This combination
is best realized after the target consumer has been analyzed, the product concept has been
established, and the media and vehicles have been chosen. At this point, the advertising
message can be directed at a very concrete audience to achieve very specific goals. Hiam and
Schewe listed three major areas that an advertiser should consider when endeavoring to
develop an effective "advertising platform":
 What are the product's unique features?
 How do consumers evaluate the product? What is likely to persuade them to purchase
the product?
 How do competitors rank in the eyes of the consumer? Are there any weaknesses in
their positions? What are their strengths?
Most business consultants recommend employing an advertising agency to create the art
work and write the copy. However, many small businesses don't have the up-front capital to
hire such an agency, and therefore need to create their own advertising pieces. When doing
this a business owner needs to follow a few important guidelines.
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COPY
When composing sales copy it is crucial to remember that the primary aim is to
communicate information about the business and its products and services. The "selling
proposal" can act as a blueprint here, ensuring that the sasles fits the overall marketing
objectives. Many companies utilize a theme or a slogan as the centerpiece of such efforts,
emphasizing major attributes of the business's products or services in the process. But as
Hiam and Schewe caution, while "something must be used to animate the theme …care must
be taken not to lose the underlying message in the pursuit of memorable advertising."
When writing the copy, direct language (saying exactly what you mean in a positive,
rather than negative manner) has been shown to be the most effective. The theory here is that
the less the audience has to interpret, or unravel the message, the easier the message will be
to read, understand, and act upon. As Jerry Fisher observed in Entrepreneur, "Two-syllable
phrases like 'free book,' 'fast help,' and 'lose weight' are the kind of sales messages that don't
need to be read to be effective. By that I mean they are so easy for the brain to interpret as a
whole thought that they're 'read' in an eye blink rather than as linear verbiage. So for an
advertiser trying to get attention in a world awash in advertising images, it makes sense to try
this message-in-an-eye-blink route to the public consciousness—be it for a sales slogan or
even a product name."
The copy content needs to be clearly written, following conventional grammatical
guidelines. Of course, effective headings allow the reader to get a sense of the advertisement's
central theme without having to read much of the copy. An advertisement that has "50% Off"
in bold black letters is not just easy to read, but it is also easy to understand.
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WORK AND LAYOUT
Small business owners also need to consider the visual rhetoric of the advertisement,
which simply means that the entire advertisement, including blank space, should have
meaning and logic. Most industry experts recommend that advertisers use short paragraphs,
lists, and catchy illustrations and graphics to break up and supplement the text and make the
document both visually inviting and easy to understand. Remember, an advertisement has to
capture the reader's attention quickly.
The advertising budget can be written before or after a business owner has developed
the SALES PROMOTION. When to make a budget decision depends on the importance of
advertising and the resources available to the business. If, for instance, a business knows that
they only have a certain amount of money for advertising then the budget will tend to dictate
what advertising is developed and what the overall marketing objectives will be. On the other
hand, if a business has the resources available, the SALES PROMOTION can be developed
to meet predetermined marketing objectives. For small businesses, it is usually best to put
together an advertising budget early in the advertising process.
The following approaches are the most common methods of developing an effective budget.
All the methods listed are progressive ones that look to perpetuate growth:
 Percentage of future or past sales
 Competitive approach
 Market share
 All available funds
 The task or objective approach
The easiest approach and thus the one that is most often used is the percentage of future or
past sales method. Most industry experts recommend basing spending on anticipated sales, in
order to ensure growth. But for a small business, where survival may be a bigger concern
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than growth, basing the advertising budget on past sales is often a more sensible approach to
take.
SALES PROMOTION ACTIVTIES
Small business owners can choose from two opposite philosophies when preparing their
SALES PROMOTION. The first of these, sometimes called the push method, is a stance
wherein an advertiser targets retail establishments in order to establish or broaden a market
presence. The second option, sometimes called the pull method, targets end-users
(consumers), who are expected to ask retailers for the product and thus help "pull" it through
the channel of distribution. Of course, many businesses employ some hybrid of the two when
putting together their SALES PROMOTION.
FUSH METHOD
The aim of the push method is to convince retailers, salespersons, or dealers to carry and
promote the advertiser's product. This relationship is achieved by offering inducements, such
as providing advertising kits to help the retailer sell the product, offering incentives to carry
stock, and developing trade promotions.
PULL METHOD
The aim of the pull method is to convince the target consumer to try, purchase, and ultimately
repurchase the product. This process is achieved by directly appealing to the target consumer
with coupons in-store displays, and sweepstakes.
ANALYZING SALES RESULTS
Many small businesses are distressingly lax in taking steps to monitor whether their
advertising efforts are having the desired effect. Instead, they simply throw a campaign out
there and hope for the best, relying on a general sense of company health when determining
whether to continue, terminate, or make adjustments to advertising campaigns. These small
business owners do not seem to recognize that myriad factors can influence a business's
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fortunes (regional economic straits, arrival of new competition, seasonal buying fluctuations,
etc.). The small business owner who does not bother to adequately analyze his or her
advertising efforts runs the danger of throwing away a perfectly good SALES PROMOTION
(or retaining a dreadful one) if he or she is unable to determine whether business upturns or
downturns are due to advertising or some other factor.
The only way to know with any accuracy how your SALES PROMOTION is working is to
ask the consumer, the opinions of whom can be gathered in several ways. Although many of
the tracking alternatives are quite specialized, requiring either a large budget or extensive
advertising research expertise, even small businesses can take steps to measure the
effectiveness of their advertising strategies. The direct response survey is one of the most
accurate means of measuring the effectiveness of a company's advertising for the simple
reason that it measures actual responses to a business's advertisements. Other inexpensive
options, such as use of redeemable coupons, can also prove helpful in determining the
effectiveness of an sales promotion campaign.
SALES PROMOTIONS STRATEGIES
The decision whether or not to use an advertising agency depends both on a company's
SALES PROMOTION and its financial resources. An agency has professionals who can
organize, create, and place advertising so that it will meet established objectives better than
most small businesses can do on their own, but of course the expense associated with
soliciting such talent is often prohibitive for smaller companies. Still, some small- and mid-
sized businesses have found that agencies can be helpful in shaping and monitoring
advertising strategies.
Because of their resources and expertise, agencies are useful when a business is planning a
broad advertising campaign that will require a large amount of resources. An advertising
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agency can also help track and analyze the effectiveness of the advertising. Some criteria to
consider when choosing an agency include size of the agency, size of their clients (small
companies should avoid allying themselves with agencies with a large stable of big corporate
clients so that they are not treated as afterthoughts), length of time that the principals have
been with the agency, the agency's general advertising philosophy, and the primary nature of
the agency's accounts (are they familiar with your industry and the challenges involved in
differentiating your company's products or services from others in that industry?).
ADVERTISING LAWS
The Federal Trade Commission (FTC) protects consumers from deceptive or misleading
advertising. Small business owners should be familiar with the following laws, which pertain
to marketing and advertising and are enforced by the Commission:
 Consumer Product Safety Act—Outlines required safety guidelines and prohibits the sale
of harmful products.
 Child Protection and Toy Safety Act—Prohibits the sale of toys known to be dangerous.
 Fair Packaging and Labeling Act—Requires that all packaged products contain a label
disclosing all ingredients.
 Antitrust Laws—Protects trade and commerce from unlawful restraints, price deception,
price fixing, and monopolies.
Many complaints against advertisers center on allegedly deceptive advertisements, so small
business consultants urge entrepreneurs and business owners to heed the following general
rules of thumb:
1. Avoid writing ads that make false claims or exaggerate the availability of the product or
the savings the consumer will enjoy.
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2. Avoid running out of advertised sale items. If this does happen, businesses should
consider offering "rain-checks" so that the consumer can purchase the item later at the
same reduced price.
3. Avoid calling a product "free" if it has cost closely associated with it. If there are costs
associated with the free item they need to be clearly disclosed in the ad.
Since advertising is a complex process, and business law undergoes continual change,
business owners should consult an attorney before distributing any advertising.
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1.1 INDUSTRY PROFILE

SOFT DRINK INDUSTRY IN INDIA
INTRODUCTION
The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of
consumer’s throughout the country, and of all ages. The industry has been comprised of all
Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian manufacturers namely,
Parle, Campa-Cola and Dukes. Decades of 90’s have brought changes in Government Policies
of liberalization, which has helped user in two huge American Multinational Pepsi-Cola
international and Coca-Cola.
The chronology of soft-drink scenario in India:
1977:Refusing to dilute its equity stake, Coca-Cola winds up it operations in the
country.Thums-Up from Parle and Campa-Cola from Pure Drinks launched.
1986:An application for a soft drink cum snack food joint venture by Pepsi. Voltas and
Punjab agro is submitted to the Indian Government.
1988:Final approval for the Pepsi food limited project granted by the Cabinet committee on
economic affairs of the Rajeev Gandhi Government.Coca-Cola South Asia Holding
Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida
(Delhi) free trade zone.
1990:Pepsi Cola and 7 Up launched in limited market in North Indian.The Government clears
the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it
also rejects the application of Coke. Citra hits the market from the Parle Stable.
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1991:Britco food files an application before FIPB to set up a new 50 crore facility in
Maharashtra. Pepsi extends its soft drink reach on national scale.Products launched in Delhi
and Bombay.Britco foods application cleared by the FIPB, Pepsi and start initial negotiations
for a strategic alliance but talks break of after a while.
1993:Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle.
Pepsi captures about 30% market share in about two years.Coke files an application for a
100% owned soft drinks company with FIPB, Decides to part ways with RajanPillai. The
Government clears the Coke application in record time.Voltas pulls out of the Pepsi Food
Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92%
Report of Coke Parle joint gain strength.Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda
and Teem flavors. Sweeps off the 100ml segment over Pure Drinks.Coca-Cola buys out Parle
and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game
plan.Fountain Pepsi launched in the Northern part of India.Coca-Cola hits the Indian in 300
ml at the price of 250 ml. Equity 100% for Coca-Cola.Pepsi jump up in to Mineral Water
name Aquafina.
2000:Coca-Cola Indian has registered a growth of 18th percent in its net sale during the first
quarter of the current fiscal year.Hrithik the burning sensation of Bollywood is hired to
advertise Coke is very effective.2001:Coca-Cola upgraded from 1.5 ltr. To 2 ltr.Coke hired
Ashwaria, Amir Khan and Hrithik for effective advertising.
COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up four
bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were
negligible companies in Indian market therefore Coca-Cola did not face much
competition and they were accepted in Indian market more easily. By the end of 1977
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Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola left
India following public disputes over share holding structure and import permit.
As per FERA REGULATION the company was required to India close
operation by May 5, 1978 yet strongly enough the company’s operation come to end
in July 1977.
In October 1993, Coca-Cola returned to India after 16 years of absence with
the slogan “Old waves have come to India again” first launched in HATHRAS near
AGRA HOME of the famous TAJ MAHAL.
At this time Parle was the leader in soft drink market and had more than 60%
of the total market share in soft drink Coca-Cola joined hand with Parle and strategic
alliance with Parle export give the company instant ownership of the nation top soft
drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parle’s
extensive 62 plant bottling network and a base for the rapid introduction of the
company’s international brand by striking a $40 million deal with Parle Coke almost a
clear sweep and made it goal as “To become an all occasion drink not a special treat
beverage”.
VISION OF COCA-COLA IN INDIA
Provide exceptional strategic leadership in the Coca-Cola India System
resulting in consumer and customer preference and loyalty through Coca-Cola’s
commitment to them, and in a highly profitable Coca-Cola corporate branded
beverage system.
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MISSION OF THE COCA-COLA IN INDIA
Create consumer products, services and communications customer’s service
and bottling system strategy processes and tools in order to create competitive
advantage and deliver superior value to:
 Consumers as a superior beverage experience.
 Consumers as an opportunity to grow profits through the use of finished
drinks.
 Bottlers as an opportunity to make reasonable to grow profits and volume.
 TCCC as trademark enhancement and positive economic value added.
 Suppliers as an opportunity to make reasonable profits when creating real
value added in an environment of system wide teamwork, flexible business
system and continuous improvement.
 CCI associates as superior career opportunity.
 Indian society in the form of a contribution to economic and social
development.
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1.2 COMPANY PROFILE
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THE COCA COLA COMPANY
The Coca-Cola Company (NYSE: KO) is the largest manufacturer, distributor
and marketer of non-alcoholic beverage concentrates and syrups in the world, and one of the
largest corporations in the United States. The company is best known for its flagship product
Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula
and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in
1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400
brands in over 200 countries or territories, none which are as good as Pepsi.
The company operates a franchised distribution system dating back to 1889
where TCCC only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory. The Coca-Cola Company is
headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and
S&P 500.
 Type Public (NYSE: KO)
 Founded 1892 by Asa Griggs Candler
 Headquarters Atlanta, Georgia, USA
 Key people E. Neville Isdell, CEO & Chairman
 Industry Beverage
 Products Water and Non-alcoholic soda drinks
 Revenue $28.9 billion USD ,2007
 Operating income $7.308 billion USD ,2007
 Net income $5.98 billion USD ,2007
 Employees 90.500 (2008)
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REVENUE
According to the 2005 Annual Report,[1] the company sells beverage products in
more than 312 countries or territories. The report further states that of the more than 90
billion beverage servings of all types consumed worldwide every day, beverages bearing the
trademarks owned by or licensed to Coca-Cola account for approximately 4.5 billion. Of
these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately
78% of the Company's total gallon sales.
Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:
 37% in the United States
 43% in Mexico, Brazil, Japan and China
 20% spread throughout the world
BOTTLERS
In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout the world who
hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts
with the company, produce finished product in cans and bottles from the concentrate in
combination with filtered water and sweeteners. The bottlers then sell, distribute and
merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants
and food service distributors.
One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is responsible for the
manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some
fountain retailers. In 2005, Coca-Cola had equity positions in 51 unconsolidated bottling,
canning and distribution operations which produced approximately 58% of volume.
Significant investees include:
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 36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of
Canada and 100% of Great Britain (but not Northern Ireland), continental France and the
Netherlands, Luxembourg, Belgium and Monaco.
 40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by population) for 48% of
Mexico, 16% of Brazil, 98% of Colombia, 47% of Guatemala, 100% of Costa Rica,
Nicaragua, Panama and Venezuela, and 30% of Argentina
 24% of Coca-Cola Hellenic Bottling Company S.A. which produces (by population) for
67% of Italy and 100% of Armenia, Austria, Belarus, Bosnia-Herzegovina, Bulgaria,
Croatia, the Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia,
Moldova, Nigeria, Northern Ireland, Poland, Rep. of Ireland, Romania, Russia, Serbia
and Montenegro, Slovakia, Slovenia, Switzerland and Ukraine.
 34% of Coca-Cola Amatil which produces (by population) for 98% of Indonesia and
100% of Australia, Indonesia, New Zealand, South Korea, Fiji and Papua New Guinea.
 27% of Coca-Cola Bottling Co. which is the second largest Coca-Cola bottler in the
United States. The company was incorporated in 1980, and "its predecessors have been in
the soft drink manufacturing and distribution business since 1902."
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1.3 PRODUCT PROFILE
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PRODUCTS AND BRANDS
Diet Coke was introduced in 1982 to offer an alternative to dieters worried about the
high number of calories present in regular Coca-Cola.Main article: Coca-Cola brands.The
Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake
Coca-Cola beverage.
This includes other varieties of Coca-Cola such as:
 Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-
based sweetener in place of sugar
 Diet Coke Caffeine-Free
 Cherry Coke (1985)
 Diet Cherry Coke (1986)
 Coke with Lemon (2001)
 Diet Coke with Lemon (2001)
 Vanilla Coke (2002)
 Diet Vanilla Coke (2002)
 Coca-Cola C2 (2004)
 Coke with Lime (2004)
 Diet Coke with Lime (2004)
 Diet Coke Sweetened with Splenda (2005)
 Coca-Cola Zero (2005)
 Coca-Cola Black Cherry Vanilla (2006)
 Diet Coca-Cola Black Cherry Vanilla (2008)
 Diet Coke Plus (2010)
 Coca-Cola Orange (2012)
 Summer Of US CokeRange (2012-2014)
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Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as
a sugar substitute. Introduced in 1963, the product is still sold today, however its sales have
dwindled since the introduction of Diet Coke.
The Coca-Cola Company also produces a number of other soft drinks including
Fanta (introduced circa 1942 or 1943) and Sprite. Fanta's origins date back to World War II
when Max Keith, who managed Coca-Cola's operations in Germany during the war, ran out
of the ingredients for Coke, which could be supplied only from the United States. Keith
resorted to producing a different soft drink, Fanta, which proved to be a hit, and when Coke
took over again after the war, it adopted the Fanta brand as well. The German Fanta
KlareZitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's
bestsellers and its response to 7 Up.
During the 1990s, the company responded to the growing consumer interest in
healthy beverages by introducing several new non-carbonated beverage brands.
These included Minute Maid Juices to Go, Powerade sports beverage, flavored tea
Nestea (in a joint venture with Nestle), Fruitopia fruit drink and Dasani water, among others.
In 2001, Minute Maid division launched the Simply Orange brand of juices including orange
juice.
In 2004, perhaps in response to the burgeoning popularity of low-carbohydrate
diets such as the Atkins Diet, Coca-Cola announced its intention to develop and sell a low-
carbohydrate alternative to Coke Classic, dubbed C2 Cola. C2 contains a mix of high fructose
corn syrup, aspartame, sucralose, and Acesulfame potassium. C2 is designed to more closely
emulate the taste of Coca-Cola Classic. Even with less than half of the food energy and
carbohydrates of standard soft drinks, C2 is not a replacement for zero-calorie soft drinks
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such as Diet Coke. C2 went on sale in the U.S. on June 11, 2004, and in Canada in August
2004. C2's future is uncertain due to disappointing sales.
Coca-Cola is the best-selling soft drink in most countries. While the Middle East is
one of the only regions in the world where Coca-Cola is not the number one soda drink,
Coca-Cola nonetheless holds almost 25% market share (to Pepsi's 75%) and had double-digit
growth in 2003.[2] Similarly, in Scotland, where the locally produced In-Bru was once more
popular, 2005 figures show that both Coca-Cola and Diet Coke now outsell Irn-Bru. In Peru,
the native Inca Kola has been more popular than Coca-Cola, which prompted Coca-Cola to
enter in negotiations with the soft drink's company and buy 50% of its stakes.
In Japan, the best selling soft drink is not cola, as (canned) tea and coffee are more
popular. As such, the Coca-Cola Company's best selling brand there is not Coca-Cola, but
Georgia.
Some claim Coke is less popular in India due to suspicions regarding the health
standards of the drink. However, marketshare data does not back this view. Specifically, in
2005, Coca-Cola India's market share was 60.9%.However, Thums Up, a brand acquired by
The Coca-Cola Company, contributes a major part of this market share rather than Coke per
se, which lags both Thums Up and Pepsi.
On July 6, 2006, a Coca-Cola employee and two other people were arrested and
charged with trying to sell "highly classified" information to the soft drink maker's
competitor, PepsiCo for $1.5 million. The recipe for Coca-Cola, perhaps the company's most
closely guarded secret, was never in jeopardy. Instead, the information was related to a new
beverage in development. Coca-Cola executives verified that the documents were valid and
proprietary. At least one glass vial containing a sample of a new drink was offered for sale,
court documents said. The conspiracy was revealed by PepsiCo, which notified the
authorities when they were approached by the conspirators.
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The company announced a new "negative calorie" green tea drink, Enviga, in 2006,
along with trying coffee retail concepts FarCoast and Chaqwa. On May 25, 2007, Coca-Cola
announced it would purchase Glaceau, a maker of flavored vitamin-enhanced drinks, flavored
waters, and energy drinks, for $4.1 billion in cash.
CRITICISM
The Coca-Cola Company has been involved in a number of controversies and law
suits related to its perceived relationship with human rights violations and other perceived
unethical practices.
A number of law suits have issued in relation to its allegedly monopolistic and
discriminatory practices, some of which have been dismissed, some of which The Coca-Cola
Company agreed to change its business practices and some of which settled out of court. It
has also been involved in a discrimination case. There have been continuing criticisms
regarding the Coca-Cola Company's relation to the Middle East and U.S. foreign policy.
In regards to environmental issues in India, there has been a controversy over
pesticides possibly showing up in the product, as well as the company's overuse of local
water supplies in some locations, that have sometimes led to severe shortages for regional
farmers. Packaging used in Coca-Cola's products have a significant environmental impact but
the company strongly opposes attempts to introduce mechanisms such as container deposit
legislation.
Sponsorship
Coca-Cola have sponsored the English Football League since the beginning of
the 2014-15 season (beginning August 2014). Other major sponsorships include NASCAR,
the NBA, the PGA Tour, NCAA Championships, the Olympics and the FIFA World Cup.
Page 24
CHAPTER II
THEORITICAL BACKGROUND
Sales promotion is a persuasive communication attempt to change or reinforce ones’
prior attitude that is predictable of future behavior. We are not born with the attitudes which
we hold toward various objects in our environment. Rather, we learn our feelings of
favorability or not favorability through information about the attitude object (e.g.,
advertising), or direct experience with the attitude object (e.g., tasting a new brand of beer),
or some combination of the two. Attitudes are not overt behaviors but rather are covert, or
unobservable, internal reactions.
Furthermore, once a certain type of attitudes are formed and repeatedly reinforced, the
attitude toward objects is stored in consumers’ memory as a form of either explicit or implicit
memory. And those episodes of attitudes are retrieved automatically or strategically at the
time of decision making, which generate certain types of reactions.
Given that attitudes have traditionally been viewed as evaluations that are stored in
memory and persist over time, the constructs of memory and attitude are extremely valuable
construct to understand how advertising work. Also, the discussion about the underlying
mechanisms of forming attitude and memory should be addressed. Therefore, I suggest a
framework of "how advertising works" which starts from how consumers perceive sales
promation stimuli to the very last step of the impact of sales on consumers’ behavior.
Page 25
SALES PROMOTION
Sales promotion is a non-personal form of promotion that is delivered through
selected media outlets that, under most circumstances, require the marketer to pay for
message placement. Sales have long been viewed as a method of mass promotion in that a
single message can reach a large number of people. But, this mass promotion approach
presents problems since many exposed to a sales message may not be within the marketer’s
target market, and thus, may be an inefficient use of promotional funds. However, this is
changing as new sales technologies and the emergence of new media outlets offer more
options for targeted sales.
Sales also has a history of being considered a one-way form of marketing communication
where the message receiver (i.e., target market) is not in position to immediately respond to
the message (e.g., seek more information). This too is changing. For example, in the next
few years technologies will be readily available to enable a television viewer to click a button
to request more details on a product seen on their favorite TV program. In fact, it is expected
that over the next 10-20 years advertising will move away from a one-way communication
model and become one that is highly interactive.
Another characteristic that may change as advertising evolves is the view that
advertising does not stimulate immediate demand for the product advertised. That is,
customers cannot quickly purchase a product they see advertised.
But as more media outlets allow customers to interact with the messages being
delivered the ability of advertising to quickly stimulate demand will improve.
Page 26
HISTORY
Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550
BC, Louvre Commercial messages and political campaign displays have been found in the
ruins of ancient Arabia. Egyptians used papyrus to create sales messages and wall posters,
while lost-and-found advertising on papyrus was common in Ancient Greece and Ancient
Rome. Wall or rock painting for commercial advertising is another manifestation of an
ancient advertising form, which is present to this day in many parts of Asia, Africa, and
South America.
The tradition of wall painting can be traced back to Indian rock-art paintings that
date back to 4000 BCE. As printing developed in the 15th and 16th century, advertising
expanded to include handbills. In the 17th century advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to promote:
books and newspapers, which became increasingly affordable with advances in the printing
press; and medicines, which were increasingly sought after as disease ravaged Europe.
However, false advertising and so-called "quack" advertisements became a problem, which
ushered in the regulation of advertising content.
Edo period advertising flyer from 1806 for a traditional medicine called KinseitanAs the
economy expanded during the 19th century, advertising grew alongside. In the United States,
the success of this advertising format eventually led to the growth of mail-order advertising.
In 1841, the first advertising agency was established by Volney Palmer in Boston.
At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son
was the first full-service agency to assume responsibility for advertising content. N.W. Ayer
opened in 1875, and was located in Philadelphia. At the turn of the century, there were few
career choices for women in business; however, advertising was one of the few. Since women
were responsible for most of the purchasing done in their household, advertisers and agencies
Page 27
recognized the value of women's insight during the creative process. In fact, the first
American advertising to use a sexual sell was created by a woman – for a soap product.
Although tame by today's standards, the sales featured a couple with the message "The skin
you love to touch"
A sales for the 1913 issue of the Encyclopedia Britannica When radio stations
began broadcasting in the early 1920s, the programs were however nearly exploded. This was
so because the first radio stations were established by radio equipment manufacturers and
retailers who offered programs in order to sell more radios to consumers. As time passed,
many non-profit organizations followed suit in setting up their own radio stations, and
included: schools, clubs and civic groups. When the practice of sponsoring programs was
popularized, each individual radio program was usually sponsored by a single business in
exchange for a brief mention of the business' name at the beginning and end of the sponsored
shows. However, radio station owners soon realized they could earn more money by selling
sponsorship rights in small time allocations to multiple businesses throughout their radio
station's broadcasts, rather than selling the sponsorship rights to single businesses per show.
This practice was carried over to television in the late 1940s and early
1950s. A fierce battle was fought between those seeking to commercialize the radio and
people who argued that the radio spectrum should be considered a part of the commons – to
be used only non-commercially and for the public good. The United Kingdom pursued a
public funding model for the BBC, originally a private company but incorporated as a public
body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to
persuade the federal government to adopt a public funding model.
However, in the United States, the capitalist model prevailed with the passage of the 1934
Communications Act which created the Federal Communications Commission. To placate
the socialists, the U.S. Congress did require commercial broadcasters to operate in the "public
Page 28
interest, convenience, and necessity". Nevertheless, public radio does exist in the United
States of America. In the early 1950s, the Dumont television network began the modern trend
of selling advertisement time to multiple sponsors. Previously, Dumont had trouble finding
sponsors for many of their programs and compensated by selling smaller blocks of
advertising time to several businesses.
This eventually became the norm for the commercial television industry in
the United States. However, it was still a common practice to have single sponsor shows,
such as the U.S. Steel Hour. In some instances the sponsors exercised great control over the
content of the show - up to and including having one's advertising agency actually writing the
show. The single sponsor model is much less prevalent now, a notable exception being the
Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which
creativity was allowed to shine, producing unexpected messages that made advertisements
more tempting to consumers' eyes. The Volkswagen ad campaign--featuring such headlines
as "Think Small" and "Lemon" (which were used to describe the appearance of the car)--
ushered in the era of modern advertising by promoting a "position" or "unique selling
proposition" designed to associate each brand with a specific idea in the reader or viewer's
mind. This period of American advertising is called the Creative Revolution and its poster
boy was Bill Bern Bach who helped create the revolutionary Volkswagen ads among others.
Some of the most creative and long-standing American advertising dates to this incredibly
creative period Public advertising on Times Square, New York City. The late 1980s and
early 1990s saw the introduction of cable television and particularly MTV. Pioneering the
concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in
for the advertising message, rather than it being a byproduct or afterthought. As cable and
satellite television became increasingly prevalent, specialty channels emerged, including
Page 29
channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop
TV.
Marketing through the Internet opened new frontiers for advertisers and contributed to
the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue,
offering everything from coupons to free Internet access. At the turn of the 21st century,
a number of websites including the search engine Google, started a change in online
advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather
than inundate, users. This has led to a plethora of similar efforts and an increasing trend of
interactive advertising The share of advertising spending relative to GDP has changed
little across large changes in media. For example, in the U.S. in 1925, the main advertising
media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising
spending as a share of GDP was about 2.9%. By 1998, television and radio had become
major advertising media. Nonetheless, advertising spending as a share of GDP was slightly
lower -- about 2.4%. A recent sales innovation is "guerrilla promotions", which involve
unusual approaches such as staged encounters in public places, giveaways of products such as
cars that are covered with brand messages, and interactive advertising where the viewer can
respond to become part of the advertising message. This reflects an increasing trend of
interactive and "embedded" ads, such as via product placement, having consumers vote
through text messages, and various innovations utilizing social networking sites (e.g. My
Space).Paul McManus, the Creative Director of TBWA\Europe in the late 90's summed up
advertising as being "...all about understanding. Understanding of the brand, the product or
the service being offered and understanding of the people (their hopes and fears and needs)
who are going to interact with it. Great advertising is the creative expression of that
understanding."
Page 30
3. RESEARCH METHODOLOGY
3.1 NEED OF THE STUDY
 To Study the methods to in sales competitive market.

 To study the purchasing behavior of the customer.
 To study and technique of sales promotion.
 To study the product competitors.
Page 31
3.2 SCOPE THE STUDY
 Scope of the current study is limited to coke consumers and non consumers who are
residence of Hyderabad.
 The area within which the study was conducted regarding the information to collect
the primary data in the form of questionnaire collected from in the rayalaseema
region.
 to sum up the project had within the scope of study or satisfaction of COCACOLA
Company, kalahasti.
Page 32
3.3 OBJECTIVES OF THE STUDY
 To Study The Sales Promotion Strategy.
 To Study Various Methods being followed by the company.
 To Study the Strategy Being Followed to Attract new company.
 To Study the strategy towards Dealers, sales man.
Page 33
3.4 LIMITATIONS
 The study was restricted to kalahasti only
 As the data has been collected from the existing Consumers of Coke, their tastes
 And preferences towards the soft drink may have influenced current opinions.
 Questionnaires were administered at few public places and hotels and restaurants.
 Timing of questionnaire administration may have influenced the data.
 The duration of the project is confined to only 45 days.
Page 34
RESEARCH METHODOLOGY
SAMPLE METHOD
A random sampling method was used for the purpose of this study. Data were
collected from both Consumers and non Consumers of Coke. Sample size is 87.
DATA COLLECTION
For the purpose of the study data has been collected through two sources among that
1) Primary source
2) Secondary source
PRIMARY SOURCE
For the primary source data is collected through structured questionnaire,
SECONDARY SOURCE
For the secondary source I collected information from the company websites,
company broachers, from journals and articles about the company
TOOLS AND TECHNIQUES
Data has been analyzed using frequency tables, cross tabulations, pie diagrams and bar
charts
Page 35
4. DATA ANALYSIS AND INTERPRETATION
Table 1: Gender * Age Cross tabulation
Age
<20 yrs 20-30 yrs 30-40 yrs >40 yrs Total

Gender Male 1 29 11 6 47
Female 8 29 3 0 40
Total 9 58 14 6 87
Interpretation:
The above table shows the gender-age wise classification of the total respondents. Out of 87
respondents, 47 were male and 40 were female. Among the 87 respondents, 58 lie in the age-
group of 20-30 yrs and 14 lie in the age group of 30-40 yrs.
Page 36
Table 2: Gender * Monthly Family income Cross tabulation

Monthly Family income
10000- 15000-
<10000 15000 20000 >20000 Total
Gender Male 9 10 17 11 47
Female 1 6 25 8 40
Total 10 16 42 19 87
Interpretation:
The above table shows the gender-monthly income wise classification of the total
respondents. Out of 87 respondents, 47 were male and 40 were female. Among the 87
respondents, 42 have a monthly income of 15,000-20,000 and 19 have an monthly income of
>20,000.
Page 37
Table 3: Marital status * Monthly Family income Cross tabulation

Monthly Family income
10000- 15000-
<10000 15000 20000 >20000 Total
Marital Married 2 7 36 14 59
status Unmarrie
8 9 6 5 28
d
Total 10 16 42 19 87
Interpretation:
The above table shows the marital status-monthly income wise classification of the total
respondents. Out of 87 respondents, 59 were married and 28 were unmarried. Among the 87
respondents, 42 have a monthly income of 15,000-20,000 and 19 have a monthly income of
>20,000.
Page 38
Frequencies:
Table 4: In the last two months where you saw / listen to coke sales
Frequenc Valid Cumulativ
y Percent Percent e Percent
Valid Newspaper 16 18.4 18.4 18.4
TV
Commerci 26 29.9 29.9 48.3
al
Hoardings 26 29.9 29.9 78.2
Leaflets 11 12.6 12.6 90.8
FM Radio 8 9.2 9.2 100.0
Total 87 100.0 100.0
Interpretation:
The above table shows that 26 i.e.29.9% of the total respondents saw the coke a sale
promationon the hoardings and equal number of respondents saw/listened the advertisement
in the Television. And 16 i.e.18.4% of the total respondents saw the advertise met in the
news papers.
Page 39
In the last two months where you saw / listen to coke

advertisement
30
25
20
Frequency
15
10
0
NewsPaper TVCommercial Hoardigs Leaflets FMRadio
In the last two months where you saw / listen to coke
advertisement
Page 40
Table 5: In which telugunews paper you find more coke sales

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Vaartha 16 18.4 18.4 18.4
AndhraJ
21 24.1 24.1 42.5
yothi
Eenadu 50 57.5 57.5 100.0
Total 87 100.0 100.0
Interpretation:
The above table shows that 50 i.e.57.5 % of the total respondents found more coke
advertisements in the Eenadu newspaper, 21 i.e. 24.1% found more coke advertisements in
Andhra Jyothi and 16 i.e.18.4% of the total respondents found more coke advertisements in
the Vaartha news paper.
Page 41
Sales promotion coco ads
50
40
30
Frequ en cy
20
10
0
Vaartha AndhraJyothi Eenadu
In which telugu news paper you find more coke sales
Page 42
Table 6: In which Telugu TV Channel you find more coke ads
Frequen Valid Cumulativ

cy Percent Percent e Percent
Valid T V
4 4.6 4.6 4.6
9
ETV 24 27.6 27.6 32.2
TEJ
59 67.8 67.8 100.0
A
Total 87 100.0 100.0
Interpretation:
The above table shows that 59 i.e.67.8% of the total respondents found more coke
advertisements in TEJA TV, 24 i.e. 27.6% found more coke advertisements in ETV.
Page 43
In which Telugu TV Channel you find more coke ads
60
50
40
Frequency
30
20
10
0
TV9 ETV TEJA
In which Telugu TV Channel you find more coke ads
Page 44
Table 7: In which English Newspaper you find more coke ads

Valid The
14 16.1 16.1 16.1
Hindu
Deccan
33 37.9 37.9 54.0
Chronicle
Times of
31 35.6 35.6 89.7
India
Indian
9 10.3 10.3 100.0
Express
Total 87 100.0 100.0
Interpretation:
The above table shows that 33 i.e.37.9 % of the total respondents found more coke
advertisements in the Deccan Chronicle newspaper, 31 i.e. 35.6% found more coke
advertisements in Times of India and 14 i.e.16.1% of the total respondents found more coke.
Page 45
In which English Newpaper you find more coke ads
40
30
Frequency
20
10
0
The Hindu Deccan Chronicle Times of India Indian Express
In which English Newpaper you find more coke ads
Page 46
Table 8: In which Hindi TV Channel you find more coke ads

Valid SONY
18 20.7 20.7 20.7
MAX
STAR
46 52.9 52.9 73.6
GOLD
ZEE 21 24.1 24.1 97.7
STAR
2 2.3 2.3 100.0
PLUS
Total 87 100.0 100.0
Interpretation:
The above table shows that 46 i.e.52.9% of the total respondents found more coke
advertisements in STAR GOLD, 21 i.e. 24.1% found more coke advertisements in ZEE. And
the remaining found more coke advertisements in SET MAX.
Page 47
In which Hindi TV Channel you find more coke ads
50
40
Frequency
30
20
10
0
SET MAX STAR GOLD ZEE STAR PLUS
In which Hindi TV Channel you find more coke ads
Page 48
Table 9: How well do you remember recent coke sales Advertising
Valid Cumulative
Frequency Percent Percent Percent
Valid Don't
remember
at all 6 6.9 6.9 6.9
Remember
company
but not
product or
ad 13 14.9 14.9 21.8
Remember
company
and
product
but not ad 21 24.1 24.1 46
Remember
ad 47 54 54 100
Total 87 100 100
Interpretation:
The above table shows that 47 i.e. 54.0% of the total respondents say that they remember the
advertisement and 21 i.e. 24.1% of the total respondents say that they remember the company
and the product but not the advertisement. 6 respondents, i.e.6.9% of them say that they do
not remember the advertisement.
Page 49
How well do your remember recent coke sales
50
40
30
20
Frequ en cy
10
0
Dont remember at all Remember company Remeber company Remeber ad
but not product or and product but not
ad ad
How well do your remember recent coke ad
Page 50
Table 10: The Ad Message is understandable

Valid Strongly
68 78.2 78.2 78.2
Agree
Somewha
12 13.8 13.8 92.0
t Agree
Neither 7 8.0 8.0 100.0
Total 87 100.0 100.0
Interpretation:
The above table shows that 68 i.e. 78.2% of the total respondents strongly agree that the ad
message was understandable and 12 i.e. 13.8% of the total respondents some what agree that
the ad message was understandable.
Page 51
The ad Message is understandable.
70
60
50
Frequency
40
30
20
10
0
Strongly Agree Somewhat Agree Neither
The ad Message is understandable.
Page 52
Table 11: The advertisement is believable

Valid Strongly
5 5.7 5.7 5.7
Agree
Somewha
71 81.6 81.6 87.4
t Agree
Neither 11 12.6 12.6 100.0
Total 87 100.0 100.0
Interpretation:
The above table shows that only 5 i.e. 5.7% of the total respondents strongly agree that the ad
is believable and 71 i.e. 81.6% of the total respondents somewhat agree that the ad is
believable.
Page 53
The advertisement is belevable
80
60
Frequency
40
20
0
Strongly Agree Somewhat Agree Neither
The advertisement is belevable
Page 54
Table 12: The benefits described in the ad are believable to you

Valid Strongly
5 5.7 5.7 5.7
Agree
Somewhat
29 33.3 33.3 39.1
Agree
Neither 31 35.6 35.6 74.7
Somewhat
9 10.3 10.3 85.1
disagree
Strongly
13 14.9 14.9 100.0
Disagree
Total 87 100.0 100.0
Interpretation:
The above table shows that only 5 i.e. 5.7% of the total respondents strongly agree that the
benefits described in the ad is believable and 29 i.e. 33.3% of the total respondents somewhat
agree that the benefits described in the ad is believable.
Page 55
The benifits described in the ad are belevable to me
30
Frequency
20
10
0
Strongly Agree Somewhat Neither Somewhat Strongly
Agree disagree Disagree
The benifits described in the ad are belevable to me
Page 56
Table 13: After viewing this ad, I would consider purchasing the product.
No.
Persons Percent
Valid Strongly
59 67.8
Agree
Somewhat
26 29.9
Agree
Neither 1 1.1
strongly
1 1.1
Disagree
Total 87 100.0
Page 57
Interpretation:
The above table shows that 59 i.e. 67.8% of the total respondents strongly agree that after
viewing the advertisement they would purchase the product and 26 i.e. 29.9% of the total
respondents somewhat agree with the above.
After viewing thid ad, I would consider purchasing the product.
60
50
40
Frequency
30
20
10
0
Strongly Agree Somewhat Agree Neither strongly Disagree
After viewing thid ad, I would consider purchasing the
product.
Page 58
Table 14: This ad is much better than other ads for products in this product category.
No. of Percent
Persons age
Valid Strongly
9 10.3
Agree
Somewhat
1 1.1
Agree
Neither 55 63.2
Somewhat
17 19.5
Disagree
Strongly
5 5.7
Disagree
Total 87 100.0
Interpretation:
The above table shows that 55 i.e. 63.2% of the total respondents neither agree nor disagree
that the ad is much better than the other ads for products in the same category and 17 i.e.
19.5% of the total respondents somewhat agree with the above.
Page 59
This ad is much better than other ads for products in this

product category.
60
50
40
Frequency
30
20
10
0
Strongly Agree Somewhat Neither Somewhat Strongly
Agree Disagree Disagree
This ad is much better than other ads for products in this
product category.
Page 60
5.1 FINDINGS
 The study has helped me to measure the consumer awareness and impact of
Advertisement on consumer buying decision.
 Study has made me to identify and understand the role of different media
channels in SALES PROMOTION.
 The coke advertisements are understandable and genuine.
 The large participants in the study said that they read coke ad in Eenadu.
 Star Gold occupied the first place in Hindi TV Channels and Teja TV stood
first in Telugu T V channels.
 Though the Company performance is good it should pay more attention on
designing innovative and unique advertisements.
Page 61
5.2 SUGGESTIONS
 Company should pay more attention on designing innovative and unique
advertisements.
 Benefits described in the ad need to relevant and pertinent to the consumers and
situations.
 Instead of exaggerating the situations in the ad, company should pay more
attention towards pragmatic situations.
Page 62
5.3 CONCLUSION
This study has been conducted to measure the consumer awareness and impact of
advertisement on consumer buying decision. This study also tried to understand the role
and importance of various media channels .Consumers participated in the study are of the
opinion that the message sent through coke advertisements are understandable and
genuine. They also expressed their satisfaction with regard to the information provided
through ads.
After watching or listening or reading the coke ads that are endorsed by various brand
ambassadors like, Amir Khan, Hrithik Roshan, Mahesh Babu and Cricket stars,
consumers expressed their willingness to purchase coke.Majority of the participants in the
study said that they read coke ad in Eenadu which is followed by Andhra Jyothi. As far as
English newspapers are concerned Deccan Chronicle stood in first place which is
followed by Times of IndiaStar Gold occupied the first place in Hindi TV Channels and
Teja TV stood first in Telugu T V channels .However, the slip side findings of the study
are consumers don’t believe the adventures carried out by the celebrities in the ads and
they are not trusting the benefits described in the sale.
Page 63
BIBLIOGRAPHY
MARKETING MANAGEMENT : PHILIP KOTLER
MARKETING MANAGEMENT : RAJAN SAXENA
MARKETING RESEARCH : D.D. SHARMA

D.B.BERI
RESEARCH METHODOLOGY : C.R.KORHARI
WEBSITES : www.apdairy.com
www.google.com
www.prenhall.com
Page 64
A STUDY ON
SALES PROMOTION STRATEGY TOWARDS HINDUSTAN COCA-COLA BEVERAGES
PRIVATE LTD AT SRI KALAHASTHI
Questionnaire
Customer Name :
Customer Address :
Customer mobile number :
1. What is your age
A) < 20 years B) 20 – 30 years
C) 30 – 40 years D) > 40 years
2. What is your monthly income
A) < 10000 B) 10000 - 15000
C) 15000 - 20000 D) > 20000
3. What is your Marital Status monthly income
A) < 10000 B) 10000 - 15000
C) 15000 - 20000 D) > 20000
4. What Media you have seen during past 2 months about coke sales
A) News Paper B) TV Commercial
C) Hoarding D) Leaflets
E) FM Radio
Page 65
5. What is the telugu paper you come accross more Ad regarding coke sales
A) Vartha B) Andhra Jyothi
C) Enadu
6. In Which Telugu TV Channel you find more coke sales Ad
A) TV9 B) ETV
C) Teja
7. In which English News Paper you find more coke Ads
A) Hindu B) Deccan Chronicle
C) Times of India D) Indian Express
8. Which Hindi TV Channel you find more coke Ads
A) Sony Max B) Star Gold
C) Zee D) Star Plus
9. Does the Ad massage understandable
A) Strongly Agree B) Some What Agree
C) Neither
10. Is the advertisement believable
C) Neither
11. Is the benefits described in the Ad are believable to you
Page 66
C) Neither D) Some What Disagree
E) Strongly Disagree
12. Is this Ad much better than other Ads for products in this product category
C) Neither D) Some What Disagree
E) Strongly Disagree
13. After viewing this Ad, would you consider purchasing the product.
C) Neither D) Strongly Disagree
Page 67

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A STUDY ON SALES PROMOTION STRATEGY IN COCO-COLA BEVERAGE PVT LTD, SRIKALAHASTHI

WHAT IS SALES PROMOTION

An SALES PROMOTION is a campaign developed to communicate ideas about

avenues that can be utilized to reach that consumer.

Small Business Administration indicated in Advertising Your Business: 1) promote awareness

marketing objectives of the business.

STAGES OF SALES PROMOTION

As a business begins, one of the major goals of advertising must be to generate

testimonials on behalf of the product or service.

Essential to this rather abstract process is the development of a "positioning

statement," as defined by Gerald E. Hills in "Marketing Option and Marketing" in The

Portable MBA in Entrepreneurship: "A 'positioning statement' explains how a company's

need to be considered: target audience, product concept, communication media, and

consumer to become acquainted with the advertising message.

purchasing decision, it is important to define three general criteria in relation to that

consumer, as discussed by the Small Business Administration:

1. Demographics—Age, gender, job, income, ethnicity, and hobbies.

2. Behaviors—When considering the consumers' behavior an advertiser needs to examine

the consumer to give the advertiser's product or service a chance.

3. Needs and Desires—here an advertiser must determine the consumer needs—both in

William F. Arenas stated in Contemporary Advertising, a "bundle of values" that the

believe in the product's representation.

to the consumer. In addition to marketing objectives and budgetary restraints, the

characteristics of the target consumer need to be considered as an advertiser decides what

 Print—Primarily newspapers (both weekly and daily) and magazines.

 Audio—FM and AM radio.

 Video—Promotional videos, infomercials.

 World Wide Web.

 Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses).

After deciding on the medium that is

1) Financially in reach, and

vehicles and delivered to target audiences."

An advertising message is guided by the "advertising or copy platform," which is a

develop an effective "advertising platform":

 What are the product's unique features?

their positions? What are their strengths?

this a business owner needs to follow a few important guidelines.

this message-in-an-eye-blink route to the public consciousness—be it for a sales slogan or

even a product name."

The copy content needs to be clearly written, following conventional grammatical

WORK AND LAYOUT

capture the reader's attention quickly.

together an advertising budget early in the advertising process.

 Percentage of future or past sales

 All available funds

 The task or objective approach

SALES PROMOTION ACTIVTIES

wherein an advertiser targets retail establishments in order to establish or broaden a market

putting together their SALES PROMOTION.

stock, and developing trade promotions.

with coupons in-store displays, and sweepstakes.

ANALYZING SALES RESULTS

whether to continue, terminate, or make adjustments to advertising campaigns. These small

downturns are due to advertising or some other factor.

reason that it measures actual responses to a business's advertisements. Other inexpensive

effectiveness of an sales promotion campaign.

SALES PROMOTIONS STRATEGIES

differentiating your company's products or services from others in that industry?).

to marketing and advertising and are enforced by the Commission: