Project Report

On
Advertising, Promotion & PR of

BY
Kapil KumarVardani
[Link]-10008
PGDM (MKT)
09-11
 Project Title
Advertising, Promotion & PR of

Submitted To: Submitted By:

Prof A.K Gupta Kapil KumarVardani

 Table of Content
1. ACKNOWLEDGEMENT

2. EXECUTIVE SUMMARY

3. OBJECTIVE `

4. COMPANY PROFILE `
5. MISSION AND VISION OF COCA COLA

6. RESEARCH METHODOLOGY
 Objective of study
 Sources of data collection
7. MARKETING OF COCA-COLA IN INDIA
8. MARKETING STRATEGY OF COCA-COLA
9. ADVERTISNG & SALES PROMTION OF COCA-COLA
10. MARKET SEGMENTATION OF COCA-COLA
11. BRAND ORDER SYSTEM OF COCA-COLA
12. SALES PROMOTION STRATEGIES OF COCA-COLA
13. DISTRIBUTION SYSTEM OF COCA-COLA
14. PR COMPAIGN OF COCA-COLA

15. CONCLUSION

16. LIMITATIONS

17. RECOMMENDATIONS

18. BIBLIOGRAPHY
 ACKNOWLEDGEMENT

I hereby declare that this project is prepared by us under the guidance of Professor
A.K Gupta Accman Institute of Management, Greater Noida. I further declare that
this project report is prepared from the information collected from the company
website & secondary resources, and the same is purely for academic purpose.
 EXECUTIVE SUMMARY
This project is made on the project title is “Advertising, Promotion & PR of
Coca-Cola”.The purpose of this project is to know about and tools which is
adopted by coca-coal for market the product in advertising and promotion of coca-
coal product& its effect on company brand image. The Consumption of soft drinks
has increased tremendously in India. Every age of group like it, now days it
become a household necessary item this work study provides extensive
information about the position of company brand and effect of advertising.

The Indian Beverage Market27

India’s one billion people, growing middle class, and low per capita consumption
of soft drinks made it a highly contested prize in the global CSD market in the
early twenty-first century. Ten percent of the country’s population lived in urban
areas or large cities and drank ten bottles of soda per year while the vast remainder
lived in rural areas, villages, and small towns where annual per capita consumption
was less than four bottles. Coke and Pepsi dominated the market and together had a
consolidated market share above 95%. While soft drinks were once considered
products only for the affluent, by 2003 91% of sales were made to the lower,
middle and upper middle classes. Soft drink sales in India grew 76% between 1998
and 2002, from 5,670 million bottles to over 10,000 million and were expected to
grow at least 10% per year through 2012.28 In spite of this growth, annual per
capita consumption was only 6 bottles versus 17 in Pakistan, 73 in Thailand, 173
in the Philippines and 800 in the United [Link] its large population and low
consumption, the rural market represented a significant opportunity for penetration
and a critical battleground for market dominance. In 2001, Coca-Cola recognized
that to compete with traditional refreshments including lemon water,green coconut
water, fruit juices, tea, and lassi, competitive pricing was essential. In response,
Coke launched a smaller bottle priced at almost 50% of the traditional package.
Objectives of study:

1.) To know effectiveness of the marketing strategy and sales promotion of

coca-cola.

2.) To analyze the effect of advertising on coca-cola consumption

3.) To find the potential of soft drink in INDIA.

4.) What are the pr campaign is running by the coca cola to increase its brand
image
 COMPANY PROFILE

The Coca-Cola Company is a beverage retailer, manufacturer and marketer of

non-alcoholic beverage concentrates and syrups. 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 more than 500 brands in over 200 countries
or territories and serves 1.6 billion servings each day.[3]

The company operates a franchised distribution system dating from 1889 where
The Coca-Cola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory. The Coca-
Cola Company owns its anchor bottler in North America, Coca-Cola
Refreshments.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed

on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the
Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent.

Coca-Cola, the corporation nourishing the global community with the world’s
largest selling soft drink concentrates since 1886, returned to India in 1993 after a
16 year hiatus, giving new thumbs up to the Indian soft drink market. In the same
year, the Company took over ownership of the nation’s top soft-drink brand and
bottling network. It’s no wonder our brands have assumed an iconic status in the
minds of the world’s consumers
.

Every person who drinks a coca-cola enjoy moment of refreshment and shares
an experience that millions of others have savored. All of those individual
experience combined have created a worldwide phenomenon – a truly global
brand. The Coca-Cola company, nursing the global community with the world
largest selling soft drinks since 1886, returned to India in 1993 after a grape of
16 years giving a new thumbs up to Indian soft drink market. In the same year
,the company took our ownership of the nations top soft drink market brands &
bottling market. No wonder our brands assumed an iconic status in mind of
consumers. Coca-Cola serves in india some recalled brands across the world
including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca,
Maaza & Kinely (packaged drinking water).The [Link] of coca-cola in India
directly employs apporxmatly 6,000 people, & indirectly creats employment for
many more related industries throw our wash procurement , supply and distribution
[Link] vast Indian operations comprise 25 company owned bottling
operations & 24 franchise –owned bottling operations.

Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather
than reveal its formula to the government and reduce its equity stake as required
under the Foreign Coca-Cola India Exchange Regulation Act (FERA) which
governed the operations of foreign companies in India. After a 16-year absence,
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave
Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke’s acquisition of local popular Indian brands including Thums Up (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only
physical manufacturing, bottling, and distribution assets but also strong consumer
preference. This combination of local and global brands enabled Coca-Cola to
exploit the benefits of global branding and global trends in tastes while also
tapping into traditional domestic markets. Leading Indian brands joined the
Company's international family of brands, including Coca- Cola, diet Coke, Sprite
and Fanta, plus the Schweppes product range. In 2000, the company launched the
Kinley water brand and in 2001, Shock energy drink and the powdered concentrate
Sunfill hit the [Link] 1993 to 2003, Coca-Cola invested more than US$1
billion in India, making it one of the country’s top international investors.22 By
2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22
divisions of the Company based on three broad parameters of volume, profitability,
and quality. Coca-Cola India achieved 39% volume growth in 2002 while the
industry grew 23% nationally and the Company reached breakeven profitability in
the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola
India announced plans to double its capacity at an investment of $125 million
(Rs. 750 crore) between September 2002 and March [Link]-Cola India
produced its beverages with 7,000 local employees at its twenty-seven
Wholly-owned bottling operations supplemented by seventeen franchisee-owned
bottling operations and a network of twenty-nine contract-packers to manufacture a
range of products for the company. The complete manufacturing process had a
documented quality control and assurance program including over 400 tests
performed throughout the process The complexity of the consumer soft drink
market demanded a distribution process to support 700,000 retail outlets serviced
by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked
tricycles and pushcarts that were used to navigate the narrow alleyways of the
cities.25 In addition to its own employees, Coke indirectly created employment for
another 125,000 Indians through its procurement, supply, and distribution
networks.
Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice
President, Marketing and was instrumental to the company’s success in developing
a brand relevant to the Indian consumer and in tapping India’s vast rural market
potential. Following his marketing responsibilities, Gupta served as Head of
Operations for Company-owned bottling operations and then as Deputy President.
Seen as the driving force behind recent successful forays into packaged drinking
water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his
marketing prowess were critical to the continued growth of the Company

Mission OF coca cola

  To refresh the world in mind, body & sprit to make a difference in our
product.

 To inspire moments of optimism through our brand and action.

 To create a value in brands & difference everywhere we engage.

 To do everything differs Our product in each hand.

Being a global leader in beverage

Vision of coca cola

Profit : Maximize the return of shareholder

People: Establish a great place to work where people are inspired to the
Best they can do.

Portfolio: Bringing to the world a portfolio of beverage brands that

Anticipate and safely people’s desire & need.

Partners: nurturing a winning network of partners & building a mutual Loyalty.

Planet: Being a responsible global citizen that makes a difference

The World’s Most Powerful Brand

Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in
the World and estimated its brand value at $70.45 billion .The ranking’s
methodology determined a brand’s valuation on the basis of how much it was
likely to earn in the future, distilling the percentage of revenues that could be
credited to the brand, and assessing the brand’s strength to determine the risk of
future earnings forecasts. Considerations included market leadership, stability, and
global reach, incorporating its ability to cross both geographical and cultural
borders.17From the beginning, Coke understood the importance of branding and
the creation of a distinct personality.18 Its catchy, well-liked slogans19 (“It’s the
real thing” (1942, 1969),“Things go better with Coke” (1963), “Coke is it” (1982),
“Can’t beat the Feeling” (1987),and a 1992 return to “Can’t beat the real thing”) 20
linked that personality to the core values of each generation and established Coke
as the authentic, relevant, and trusted refreshment of choice across the decades and
around the globe.

RESEARCH METHADOLOGY:

Starting a research project needs a basic preparation regarding the issues related to
the topic selected. For this one needs to do some deskwork. Deskwork includes;

1. Determining the basic objectives of the study undertaken.

2. Collection of secondary data related to the topic from internet, magazines &
newspapers.
3. Study the market Of Coca-Cola.
4. Analyzing the objectives on the basic of information collected by secondary
data.
5. Types of advertising

DATA SOURCES:
Secondary data source:
The data which has been already passed through the statistical process, I have
collected it from the sources like internet, published data etc.

Marketing variables
1Display items
2. Visicoolers
Sales Promotion variables
1. Discount for retailers.
2. Scheme for retailers

Marketing Cola in India

The post-liberalization period in India saw the comeback of cola but Pepsi had
already beaten Coca-Cola to the punch, creatively entering the market in the
1980’s in advance of liberalization by way of a joint venture. As early as 1985,
Pepsi tried to gain entry into India and finally succeeded with the Pepsi Foods
Limited Project in 1988, as a JV of PepsiCo, Punjab government-owned Punjab
Agro Industrial Corporation (PAIC), and Voltas India Limited. Pepsi was marketed
and sold as Lehar Pepsi until 1991 when the use of foreign brands was allowed
under the new economic policy and Pepsi ultimately bought out its partners,
becoming a fully-owned subsidiary and ending the JV relationship in 1994.30
While the joint venture was only marginally successful in its own right, it allowed
Pepsi to gain precious early experience with the Indian market and also served as
an introduction of the Pepsi brand to the Indian consumer such that it was well-
poised to reap the benefits when liberalization came. Though Coke benefited from
Pepsi creating demand and developing the market, Pepsi’s head-start gave Coke a
disadvantage in the mind of the consumer. Pepsi’s appeal focused on youth and
when Coke entered India in 1993 and approached the market selling an American
way of life, it failed to resonate as expected.

2001 Marketing Strategy

Coca-Cola CEO Douglas Daft set the direction for the next generation of success
for his global brand with a “Think local, act local” mantra. Recognizing that a
single global strategy or single global campaign wouldn’t work, locally relevant
executions became an increasingly important element of supporting Coke’s global
brand [Link] 2001, after almost a decade of lagging rival Pepsi in the region,
Coke India re-examined its approach in an attempt to gain leadership in the Indian
market and capitalize on significant growth potential, particularly in rural markets.
The foundation of the new strategy grounded brand positioning and marketing
communications in consumer insights, acknowledging that urban versus rural India
were two distinct markets on a variety of important dimensions. The soft drink
category’s role in people’s lives, the degree of differentiation between consumer
segments and their reasons for entering the category, and the degree to which
brands in the category projected different perceptions to consumers were
Among the many important differences between how urban and rural consumers
approached the market for refreshment. In rural markets, where both the soft drink
category and individual brands were undeveloped, the task was to broaden the
brand positioning while in urban markets, with higher category and brand
development, the task was to narrow the brand positioning, focusing on
differentiation through offering unique and compelling value. This lens,
informed by consumer insights, gave Coke direction on the tradeoff between focus
and breadth a brand needed in a given market and made clear that to succeed in
either segment,unique marketing strategies were required in urban versus rural
India.

Brand Localization Strategy: The Two Indias

India A: “Life ho to aisi”

“India A,” the designation Coca-Cola gave to the market segment including
metropolitan areas and large towns, represented 4% of the country’s population.
This segment sought social bonding as a need and responded to aspirational
messages, celebrating the benefits of their increasing social and economic
freedoms. “Life ho to aisi,” (life as it should be) was the successful and relevant
tagline found in Coca-Cola’s advertising to this audience.

India B: “Thanda Matlab Coca-Cola”

Coca-Cola India believed that the first brand to offer communication targeted to
the smaller towns would own the rural market and went after that objective with a
comprehensive strategy. “India B” included small towns and rural areas,
comprising the other 96% of the nation’s population. This segment’s primary need
was out-of-home thirst-quenching and the soft drink category was undifferentiated
in the minds of rural consumers. Additionally, with an average Coke costing Rs. 10
and an average day’s wages around Rs. 100, Coke was perceived as a luxury that
few could [Link] an effort to make the price point of Coke within reach of this
high-potential market, Coca- Cola launched the Accessibility Campaign,
introducing a new 200ml bottle, smaller than the traditional 300ml bottle found in
urban markets, and concurrently cutting the price in half, to Coca-Cola India no. 1-
0085 7 Rs. 5. This pricing strategy closed the gap between Coke and basic
refreshments like lemonade and tea, making soft drinks truly accessible for the first
time. At the same time, Coke invested in distribution infrastructure to effectively
serve a disbursed population and doubled the number of retail outlets in rural areas
from 80,000 in 2001 to 160,000 in 2003,increasing market penetration from 13 to
25%.35 Coke’s advertising and promotion strategy pulled the marketing plan
together using local language and idiomatic expressions. “Thanda,” meaning
cool/cold is also generic for cold beverages and gave “Thanda Matlab Coca-Cola”
delicious multiple meanings. Literally translated to “Coke means refreshment,” the
phrase directly addressed both the primary need of this segment for cold
refreshment while at the same time positioning Coke as a Thanda” or generic cold
beverage just like tea, lassi, or lemonade. As a result of the Thanda campaign,
Coca-Cola won Advertiser of the Year and Campaign of the Year in 2003.

COCA-COLA MARKETING STRATEGY

 Focus on availability of products in outlets.

 Regulator market vigilance by market developer.

 More focus in rural area.

 Distribution of product according to locality.

 Aggressive advertising.

 Target core brands.

ADVERTISING AND SALES PROMOTION

Coca-Cola works on dikega to bikega philosophy This is the main formula of the
marketing straregy of each [Link] availability of product in the market is
clear. For this reason market developer daily come in market to check their product
availability. Focus on availability of products in outlets.
There is big difference between the availability of products in market & outlets.
Coca-Cola want that their product displayed in each outlet in market so it is
important that the product first available in market after than it put on outlets.

 Focus on visibility of coke product in outlet

The aim of Coca-Cola is that its product should be visible for the customers so

company gives to retailers racks so many display items. Now days the company is

giving visicoolers to retailers for visible their chilled product in market for more

sales.

 Regular market vigilance by market developer

To know the position of Coke’s product in the market coca-cola appoint some

executive those go in market & check availability, visibility of product,

take care companies assets, check visicoolers and talk to shopkeeper & take

feedback about their product.

 More focus in rural area

“The rural market is a significant part of our sales promotional discount scheme

which is enabling us retailer’s link with our product”. According to company

sources main focus now on rural market. In 2000 the Coca-Cola India spokes

women Nantoo Banerjee said that. The real market in India is the rural market. If u

can crack it, there is tremendous potential.”CCI begin focus on rural areas after
2000 in order to increase [Link] decision is giving a huge size & potential

market to company. It is clear that CCI would have shifted its focus

to rural [Link]” GOSE RURAL

In early 2002 CCI launched a new advertising campaign for attract more rural

consumers. The aids with India leading bollywood star Amir [Link] movie of

[Link] tag line of aid is (Thanda Matlab Coca-Cola)

Aggressive advertisement

Coca-cola use the concept of aggressive advertises for sales promotion. Company

introduces different schemes and advertises them with electronic and print media.

These advertisements build Brand image and establish awareness.

Brand ambassador play an important role. Brand ambassador encourage the today

youth to trust their instincts, influence them. Successful advertisement campaigns

like “taaza mango, maaza mango” and “ botal mein aam, maaza hain naam”.

Help lot to make market image of maaza. Coca-cola advertising cam gains Jo

Chaho Ho Jaye. & Life Ho To Asi were very popular & had entered in youth

vocabulary .In 2002 company launched the campaign “Thanda Matlab Coca-

Cola”which is sky rocketed the brand to [Link]-Cola lunched so many

advertising for rural market capture Amir Khan’s aid “Oye soniyoThanda piyo
MARKET SAGMATION MODEL OF Coca cola

Markets can be segmented along 3 lines- Outlet Volume, Locality Income, &
Channel cluster

Channel Locality outlet

Cluster income Volume

Grocery Low diamond

Eating & medium gold

drinking
Convince high silver
bronze

Types of outlet

Outlets which primarily engaged in retailing of food and various household items.

It include neighborhood outlet stoking provisions, edible & general household

items of daily usages E.G., commodities like flour, pulses, rice & branded

household items like toothpaste, mosquito oil, soap etc

E&d –

Outlets selling items to eat which are being cooked within outlet, made at the

outlet & possibility consume in outlet. They may have place of sitting. It includes

QSR/Bakery/MITIE Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea

soaps etc.

E & D includes flowing outlets.

Take away On the go or consumption out of premise food &

drink purchase lead by convenience or impulse.

Fast food- Self service with limited menu

Pubs- Outlets selling alcoholic beverages & snack items. May be open till late at
nights or 24 hrs.

Dhaba- Situated on roadside & market places catering cost effective Indian food

Convenience
Includes outlets which are small stores or soap generally accessible locally. These

are often located alongside busy [Link] includes Chemists soap/STD booths/Pan

Bidi soaps etc.

Convenience includes:

Pan shop
Semi- temporary kiosk located near the road side selling
Cigarettes, beverages and other confectionary items.
Outlet at petrol pumps-
Convenience outlets selling top up items, may
be open till late at nights or 24 hrs.

Travel & convenience kiosks- Permanent kiosks within the airports/

railways/ bus stand premises (inside or outside) selling only beverages or a food &
Beverage kiosks.

BRAND ORDER SYSTEM OFCOCA- COLA

Colo j-k
cola lemon orange juice Kinely

Thums up Fanta Kinely

coke

Limca & sprite Maaza

 SALES PROMOTION STRATEGIES OF COCA-COLA

Introduction
Our world today is characterized by [Link] day when we open the
newspaper or saw view on t.v channels we are bombarded with advertisement.
Just look at the prized sponsored by several firms atthe end of well know television
programmed like Shaktimaan on Doordarshan, Airtel des ki aawaj, dus ka dum,
Indian idol. Channels it isn’t the prized on the television to attract the costumers it
may have discount coupons, gifts & several similar incentives program creatively.
Designed by marketer that draws the customer’s brain in the organization.

Sales promotion is one of the most loosely used terms in marketing but in
beverages companies it use separate. Sales promotion consist short term invectives
to encourage purchase & sales or services.
 WHO USING SALES PROMOTION TOOLS

SALES PROMOTION tools are used by most organization including

Manufactures, distributers,traders, non profit instructions & retailers etc.

Today many customers packaged goods company’s sales promotion accounts for

75% or more of all marketing expenditure. Sales promotion 12% annually,

compared with advertizing increase of only 7.7%.

Sales promotion is basically in 3Forms.

Consumer promotion :- Targeted final buyers.

Trade promotion : - Targeted retailers &wholesalers.

Sales force Promotion: - Targeted the numbers of sales force

WHYCOCA-COLA USING SALES PROMOTION

(Objective of sales promotion)

Sales promotion is main tool for increasing sales so flowing

Causes for adopting sales promotion.

1. To stimulate the demand by popularizing product

2. To face competition effectively.

3. To keep the memory of products in mind of consumers.

4. To supplement the personal selling & advertising.

5. To establish the large market segment.

6. To capture more market share from competitor.

7. To maintain the market.

8. To attract distributers towards our brands.

9. To attract more consumers by gave them free gifts on products.

[Link] include middle man wholesaler & retailers to purchase goods in large
quantity by offer them more facilities on higher trade more cash discount, bonus
etc.

[Link] arrest seasonal decline in sales.

[Link] assist sales man in increasing sales, achieving sales target & salesman’s
activities for problem sales.

[Link] help of new products this introduced in market recently.

[Link] introduce such sales promotion methods as to adopt aggressive selling and
their by increase sales.

[Link] stimulate market research.

METHODSOF SALES PROMOTION

Various types of sales promotion methods are being used in organization in Coca-

Cola these following methods are using in sales promotion technique.

1. Consumer sales promotion methods.

2. Traders, wholesalers, retailer’s sales promotion methods.

[Link] force promotion methods.

 1. Consumer sales promotion methods:-
Consumer sales promotion methods are those methods which are directed at
consumers to induce them to buy the company’s product the are some
consumer sales promotion devices.
 Free trails
 Sample
 Premium
 Bonus stamp
 Cash refund offer

2. Trade sales promotion method –

Trade sales promotion is an incentive given to middle man to buy Goods in large
quaint form the producer or manufacturer. The main sales promotion methods are
such as:

 Discount
 Display and advertising allowances
 Buy- back allowances
 Store demonstration
 Free goods
 Free tours etc.

3. Sales promotion method:

Sales promotion method is those methods which intended to motivate the sales

force to increase sales. These methods support a sales man to perform his job

more effectively and sincerely.

 Bonus to sales force

  Sales force contests

 Sales meeting convention and conferences

PROMOTIONAL STRATEGIES -

A promotion strategy is an important element of market strategy. A key ingredient

in marketing campaigns consists of a diverse collection of incentive tools, mostly

short term, designed to stimulate quicker or greater purchase of particular products

or services by consumers or trade.

Corporate objective

Marketing objective Marketing Strategy Promotion

 Production Advertising
 Pricing Sales Promotion
 Distribution Personal selling
Publicity

Customers

Sales
Sales Promotion and Personal Selling.

Coca-Cola Co. is running a mobile campaign via the ChaCha mobile answer
service to generate interest in its loyalty program and Coke Zero soft drink. The
soft drinks giant is one of ChaCha's first advertisers. ChaCha has been charged
with enabling a conversational relationship between Coca-Cola and the millions of
users of its answer service.

This growth made us realize that we have the power to help advertisers by letting
them target our audience." Coca-Cola and ChaCha kicked off their mobile
marketing engagement at the Allstate Brickyard 400 at Indianapolis Motor
Speedway on July 27. With targeted responses and event-based marketing, Coca-
Cola engaged users in a new and innovative relationship to encourage interactive
conversations.

Using ChaCha's service to deploy ads, Coca-Cola so far has seen a 5.2 percent
click-through rate, compared to 1 percent to 2 percent industry averages. In
addition, Coca-Cola will gain a deeper understanding of its consumers as well as a
simple way to track usage patterns and customer data during the campaign. Here's
how it works-
  Users can call 1-800-2CHACHA or text questions to ChaCha (242 242) on
mobile phones and receive answers within minutes.
 After receiving a text back with the answers, users receive another text with
the Coca-Cola promotion.
 The promotion encourages users to join the My Coke rewards program and
to try out the Coke Zero soft drink.
 The SMS also includes a link to the My Coke Rewards WAP site at
[Link]

ChaCha is helping Coca-Cola transform traditional and static advertising into

dynamic mobile campaigns, in-venue mobile marketing and targeted offers to most
mobile phone users regardless of their handset type. The service couples ChaCha's
Mobile Answers -- claimed as the fastest growing mobile application in the world,
attracting a new user every 10 seconds -- with analytics and reporting.

This way, marketers such as Coca-Cola can engage consumers and stay top of
mind with relevant, personalized mobile information about its brand, products and
promotions. ChaCha's demographic is unique in that 53 percent are repeat users,
the company claims. Also, 83 percent consider the service to be very valuable.

The average user uses ChaCha over 30 times per month. Eighty-eight percent hear
about the service from a friend. Users are ages 18-34 and use the service socially
and for utilitarian purposes. "service is unique because users trust brand, making
them more receptive to advertisiements served through services.

"The Coke campaign is our flagship and was targeted in terms of geography," he
said. "We believe this campaign is a significant extension of other branding and
marketing initiatives because we allow for a very intimate, one-on-one
relationship.

"For advertisers we are basically creating an opportunity for them to reach, talk
with and engage our loyal user base. The ads are part of the user's interaction and
are not intrusive at all. Our advertisers get great reach."
CHANNEL MANAGEMENT

Part of marketing strategies

COCA-COLA

The partner type relationship with bottlers Franchise owned bottling operation

[FOBO], as well as Company owned bottling operation [COBO] network of the

channel management mostly cover these type bottling. It is this way in Coca-Cola

India strengths in its marketing that gives it an edge. Every number of its sales

team is meticulously taught the merchandising & display skills that can

leverage the reach of the company’s bottling network to achieve high visibility of

the product.[FOBOs] & [COBOs] Coca-Cola India work under two type of

bottling operation.

1.[FOBO], Franchise owned bottling operation

2.[COBO] Company owned bottling operation.
COBO Company sells product own self

Some of the COBOs of the company are at.

 Mumbai

 Bangalore

 Ahmadabad

 Chennai

 Calcutta.

 [Link]
FOBOs
The concrete is being on sold of products by franchise system the mfg. & the
franchiser sell products in market. Leaving COBOs the FOBOs are rest in cities of
India.
Some of them are Delhi, Punjab, Bihar, Nagpur, Goa. Bhuvenesher, Hyderabad
etc

DISTRUBTION SYSTEM OF PRODUCTS

IN MARKET

Distribution of products is main point of the marketing strategy of the companies.

How the product distribute in market as much as [Link]-Cola India

distributes its product in market from its warehouse in two types.

1. Direct route.

2. Indirect route.

DIRECT ROUTE

Where company supply its products in market by company route or its agent route

by company owned delivery vans.

INDIRECT ROUTE

Indirect routes are those in which Coca-Cola products are supplied to its
distributers appointed in different areas. Than distributers distribute products in
market by their own tempo or vehicle.
FLOW OF DISTRIBUTION SYSTEM
Market

Direct route

Plant Warehouse

Indirect route

Distributor Market

MARKET ALLOCATION Of Coca-Cola

Coca-Cola has concentrate in 4 types of markets emerging market. Like China &
India, where there is low per capita income but are a good potential for investment
Because of their large size of population.

Leading Market
Where it is lead the market in maintenance, consolidation, & selling.

Critical mass market

Where Coca-Cola has maintained & defend its position against competition.

Low Share Market

Markets where Coca-Cola has low shares but where presence is required.

TARGET CORE
The Coca-Cola Company has teir weekly targets, Sales executive, marketing

executive, market developer, sales persons & other get targets. After completing

their targets the companies give them good intensive which attract them to work

with their full potential.

FOCUS ON FRANCHISING WITH BUILDING A CORE OF COMPANY

OWNERS.

Company now planning a franchising with building a core for all routes so that

supply of products should be on the time and the company demand “Availability of

Product” can be meet.

MARKET EXECUTION (Activation) STANDARDS

OF Coca cola

Standards for different types of outlets

CHENNAL:- GROCERY
OUTLET CATEGORY:- DIAMOND

Availability standards of product

200ml/TP -
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)] Maaza
1. Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS

Locality income
20 c/s visi
low
9 c/s visi

30 c/s visi
Medium/high
20 c/s visi

ACTIVITION STANDERDS
Essential activation standards:-
• Display Rack (at least 1)

• 3 Tier Rack with Header(should pure 50%charged by coke products)

• Self Display (other than rack, mini.8facing of any pet displayed & visible.

• Price communication & visi cooler @prime position.

BENEFITES OF INSTALL A COOLER OUTSIDE THE OUTLET

• Larger income. More consumers will buy beverages from soap.

• Increase in selling space.

• Outside cooler arouses more consumers’ interest and increase sales

through good beverage exposure.

• Outside outlet, it enlarges the amount of consumers visiting outlets.

• Easier access to chilled product triggers the consumers purchase
Impulse.

• Effective use of soap space. Saving store/warehouse area.

• Attractive and convenient form of beverage presentation.

• Complimentary installation and services.

Pita –population+inciedence+transation+av .profit

BENEFITES OF SETTING UP WARM DISPLAY

• Attractive presentation of products in coolers.

• Consumer’s connivances easier access to the product.

• Increase in sales and income. When consumer see the product he

Willing to buy it.

• Time: less time spent by the soap staff in filling up product.

• It fills the consumers want & willingness

PUBLIC RELATION :

Coca-Cola has hired a public relations firm, Perfect Relations, to develop a new
image for them in India. The head of communications for Coca-Cola Asia has been
moved to India from Hong Kong to try to deal, in a PR way, with the growing
resistance. Neville Isdell, the new CEO of Coca-Cola who assumed office in April
2004, chose India as the first country to visit after assuming office. However, it
was a "stealth" visit, and was discovered by Indian journalists only when they pried
about it. Isdell was rightly concerned that a public announcement of Coca-Cola's
top man to India would be met with a sizeable protest. Coca-Cola has also just
announced plans to significantly increase the marketing budget in India from next
year.
No matter of spin and increased marketing for Coca-Cola will solve the problems
that have been created by Coca-Cola in India. The first step that Coca-Cola must
take is to admit to the severity of problems it has caused in India, and then find
ways to address them operationally:

 They must permanently shut down the bottling facilities in Mehdiganj, Kala
Dera and Plachimada.
 They must compensate the affected community members.
 They must recharge the depleted groundwater
 They must clean up the contaminated water and soil.
 They must ensure that workers laid off as a result of Coca-Cola's negligence
are retrained and relocated in a more sustainable industry.
 They must admit liability for the long term consequences of exposure to
toxic waste and pesticide laden drinks in India.

 Coca-Cola Campaign – POLAR BEAR SUPPORT FUND

About this Effort

For many of us, the polar bear symbolizes the joy of coming together for the

holidays. The polar bear has also become a symbol for global climate change, as

the disappearance of its arctic habitat hinders reproduction and overall well-being.

The Coca-Cola Company is committed to doing our part to address global climate

change. As part of our ongoing commitment to the environment, we have created

The Coca-Cola Company Polar Bear Support Fund to help build awareness and

support for the polar bear. Since 2007, we have contributed $500,000 to World

Wildlife Fund to help in its efforts to protect polar bears and their habitat. An

additional $100,000 was raised through theMyCokeRewards brand loyalty

program to help support World Wildlife Fund's efforts sustainability of our

packaging and our business.

As part of our global climate protection efforts, The Coca-Cola Company Polar
Bear Support Fund aims to help build awareness and support for polar bears.
Together we can limit our impact on the climate and reduce the impact climate
change has on polar bear habitats and populations.

 Coca Cola infuses fun through animated Aamir Khan in latest campaign
Coca-Cola India has unveiled the latest in its series of communication for brand
Coca-Cola that builds on the global ‘Open happiness’ platform. The latest
communication features Aamir Khan in an animated avatar racing on his
motorbike in the virtual world of videogames.
Coca-Cola India has unveiled the latest in its series of communication for brand
Coca-Cola that builds on the global ‘Open happiness’ platform. The latest
communication features Aamir Khan in an animated avatar racing on his
motorbike in the virtual world of [Link] Kashmira Chadha, director-
marketing, Coca-Cola India, “Coca-Cola is all about infusing fun, enjoyment and
exhilaration into every moment of life. The creative idea behind the latest ‘Open
Happiness’ communication is to bring forward the thought of enjoying a bottle of
Coca-Cola while taking a pause from the virtual life that the youth today engages
in. The latest communication shows how simple joy of sharing life’s smallest
pleasures with a bottle of Coca-Cola lures one away from the virtual to the real
world of love and friendship.

COMMITMENTS
Protecting our planet. Supporting our communities.
The Coca-Cola Company is working to make a difference where we
impact the environment
 most—by using water responsibly, recycling and enhancing the
packaging we produce,
and limiting our greenhouse gas emissions and energy consumption.

 ENERGY & CLIMATE PROTECTION

We are working to limit our impact on the climate by addressing the greenhouse
gas emissions of our refrigeration equipment as well as the energy consumption of
our manufacturing and fleet operations

 WATER STEWARDSHIP

We are working to reduce our demand for water by focusing on efficiency in our
operations; recycle the water we use in our manufacturing processes so it can be
safely returned to the environment, and replenish the supply of water by supporting
healthy watersheds and sustainable community water programs

 SUSTAINABLE PACKAGING & RECYCLING

From developing packaging designs that use less material without sacrificing
quality, to investing in technologies and recovery systems that enable us to use
more recycled materials, we are committed to continuously enhancing the
sustainability of our packaging and our business.

The Coca-Cola Company feels that it has a responsibility to protect their 50 year
icon. They issued this statement on their website: “Beverage concentrate is largely
shipped to bottling operations by sea, while finished beverages are mostly
transported by road to distributors and retail customers. The environmental impacts
of the transportation of our product -- whether by land or by sea -- result from fuel
consumption, exhaust emissions and maintenance.
We are working to conserve fuel in our fleet of approximately 200,000 diesel
vehicles through the introduction of idle-reduction and biodiesel technologies,
which can also help reduce emissions. We also have begun use of diesel-electric
hybrid trucks in select markets.
In 2006, a two-year test run of bottling partner Coca-Cola Enterprises' (CCE) new
diesel-electric hybrid truck revealed a 32 percent improvement in fuel economy.
With CCE, we also put into place a way of systematically evaluating and
promoting energy-saving fleet technologies for replication throughout the entire
Coca-Cola system.”
Coca-Cola has had some bad publicity from websites like [Link]. I think
that saving the polar bears was a great move toward the right direction.

CONCLUSION
I had a project on advertising, sales promotion and pr technologies of coca cola. In
last I conclude the work study that………………..
 The marketing strategy of Coca-Cola is better than its main competitor.

 the sales promotion techniques like- Discount to monopoly retailers &

schemes on products is better than the competitors

 The market share of coke products is higher than the other products.

 Thums-Up is the leading brand of coca-cola in different regions.

 Advertising campaign of coca cola now can see easily on villages like sign
board, hoardings on highway, banners @ outlets

 PR campaign of coca cola has made a significant image in the mind of

consumer.

LIMITATIONS

 The projection is purely based on secondary research and may be influenced

by unprecedented factors.
  The minor concept & techniques at the marketing management are used
significant in the project concern.

RECOMMENDATIONS
 For marketing strategy of company should divers it business in related this
sector Like-Ice creams, butter &chocolates because of company have
visicoolers in mostly outlets.

 Now company should launch new taste of soft drinks like recently launched

Minute Maid & also launched new product in another flavor.

 Company should search new area for increasing in sales.

 Company must make new strategy to fight local cold drinks brands.

Bibliography
 [Link]
 [Link]
 [Link]