PART 1

INTRODUCTION

1.0 Introduction
1.1 Background:
Our world is now in modern globalized era. At this 21st century our world has become speedy based on the developed technology. So the people living standard is being changed tremendously and for this many things are used for people to make their life comfort. Soft-drinks are the products to make people refreshing. Coca Cola is one of the popular soft drink in the whole world. This report has been prepared on this product on the topic Customer Satisfaction is related to the Marketing Mix of Coca Cola. This is a great opportunity to know about this product very closely through our report. This market is a competitive market by nature as several soft drinks companies is working in the market. So here marketing is very much important to be competitive and achieve goal and plays significant role to the business. So as a student of BBA under school of business we should make us as an efficient business executive to learn achieving business goal with practical knowledge. So it is mandatory for BBA student to prepare a report under BBA as a partial requirement. So that we can achieve the practical knowledge about the business world. For this reason we have to prepare a report about my internship program from where we achieve the practical knowledge. This report is prepared on topic Customer Satisfaction related to the Marketing Mix of Coca Cola. we got the opportunity to observe various principles and procedures followed in this department for Marketing operation and control. With the consent of the Company Managing Director Mr. Muhtar Kent and the approval of my advisor at Bangladesh University of Business & Technology, Lecturer, Mr. Moniruzzamam, we have prepared this report on our experience of work at Coca Cola Company on its Marketing Mix Analysis of Coca Cola.

1.2 Significance:
In the soft drink company Coca Cola is trying to give customer a better quality service in the World, rather then the other competitor of soft drink company. Coca Cola has been conducting their business through dealers whole over the world from their beginning, then they contract with the distributor, so it is compulsory for them to maintain regular contact & maintain regular monitoring system about customers purchasing, their behavior, employees performance, sales growth rate, current market situation and brand competitiveness. The output of this report may help to bring the situation of the current market and it help to take effective and efficient decisions to achieve the business goal.

1.3. Scope of the Report:

This report has been asked to prepare for analyzing competitive force of Cocacola based on the customer opinion and observation the market through visiting the market closely. This report is covered by the soft drink market positioning of Coca Cola company & the level of its competition. Hopefully this report can cover the competitive market situation of Coca Cola and how they can maintain their position in the soiftt drink industries.

1.4. Objectives:
1.4.1. Broad: The major objective of this report is to identify & analyses the competitive force of coca cola and find out the opportunity for this product. 1.4.2. Specific: To find out problem related to Coca Cola. To provide some solution regarding to current marketing state of Coca Cola. To analyze the customers perception about the products and these provided services. To analyze current marketing strategies practiced by Coca Cola. To identify the marketing mix of Coca Cola. 1.5. Methodology: 1.5.1. Descriptive Research: It is a descriptive research by nature. 1.5.2. Sources of Data: 1.5.2.1. Primary: Data organized by the researcher for the specific purpose of addressing the research problem. 1.5.2.2. Secondary: Data collected for some purpose other then the problem at hand. 1.5.3. Data collection procedure: 1.5.3.1. Secondary: Company profile, Magazine, News paper add, Annual reports were used as secondary. 1.5.3.2. Primary: Customer survey, observation, in-depth interview were conducted to collect primary data. 1.5.4. Questionnaire: 1.5.4.1. Size: 3 page an a4 size paper. 1.5.4.2. Administer time: Average 15 minutes per questionnaire. 1.5.4.3. Type: Both close ended and open ended questions are used in the questionnaire. 1.5.5. Sampling plan:

1.5.5.1. Population: All the consumer of Bangladesh who drink Coca Cola. 1.5.5.2. Sample element: Individual customer. 1.5.5.3. Sample Frame: There was no sample frame found. 1.5.5.4. Sampling procedure: Non- probability convenience sampling.. 1.5.6. Sample size: Division Dhaka Chittagong Rajshahi Khulna Barisal Sylhet Rangpur Total Number of Respondents. 35% 15% 15% 10% 11% 09% 05% 100

1.6 Limitation: 1. Lack of time for conducting a large scale survey. 2. Lack of customer co-operation. 3. Lack of Records: Sufficient books, publications, facts and figures are not available. These constraints narrowed the scope of accurate analysis. 4. The research only covers the customers of Coca Cola in Bangladesh.

PART-2

COMPANY PROFILE

2.1. Background of Coca Cola Company:

The Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Coca-Cola, the Company's flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and its subsidiaries in nearly 200 countries around the world. By contract with The Coca-Cola Company or its local subsidiaries, local businesses are authorized to bottle and sell Company soft drinks within certain territorial boundaries and under conditions that ensure the highest standards of quality and uniformity.
2.1.1.Social Responsiveness: The Coca-Cola Company has a commitment, more than a century old, to social responsibility through philanthropy and good citizenship. The Company's reputation for good corporate citizenship results from charitable donations, employee volunteerism, technical assistance and other demonstrations of support in thousands of communities worldwide.

2.2. Vision: Coca Cola Company has to focus on customers satisfaction and value and ensures quality of product. It also Grow share of customer. Fulfill customer needs and wants and Develop customer relationship.

2.3. Mission: To refresh the world To inspire moments of optimism To create value & make a difference.

2.4. Goal:

The ultimate objectives of the business strategy are to increase volume, expand companys share of worldwide nonalcoholic ready-to-drink beverage sales, maximize companys long-term cash flows and create economic-value-added by improving economic profit.

2.5. ORGANOGRAM of the Company: 6

Coca Cola Company.

Chairman

Executive Director

Financial & HR Director

General Manager

Unit sales manager

Market Development Manager

Market Development Executive

Customer Executive

Merchandisers

2.6 MARKETING MIX ANALYSIS OF COCA COLA COMPANY: 7

2.6.1.Product Product variety- Coca Cola Company has many types of products. Such as Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry. . Quality- Several brands belong to the several qualities on the basis of the product variety. Coca Cola has a policy to provide the best quality products to its customers. Design- Coca Cola Company has designed its products in well manner, which attract the consumers positively. Feature- Coca Cola Company has added various types of features into its products. Like- Logo of the Company, Net Weight of coca cola, name of the flavor of coca cola, Year of establishment. Brand name- It has only one brand name that is Coca Cola, remembered for the customers. Packaging- Coca Cola Company has packaged its all brands in such way, which protects the cola pack from sun heat, rainfall and natural damages. It also attracts the customers buying perceptions. Return- If there is problem with the product; the company takes back those defective products without any condition. 2.6.2.Price List Price- Coca Cola Company has mentioned the price of the product into the size of bottle, which helps the customer to know the accurate price of the product. Discount- Coca Cola Company provides discount only towards its loyal Distributor. Credit terms- Coca Cola Company provides many credit terms towards its dealers or retailers.

Market Price Situation Coca Cola Brands:

The following list is the price of various brands of cement as on 8th February 20.

Sl. No. 01. 02. 03. 04.

Name of the Brand and size

Per Bottle Rate (Tk.) 12.00 30.00 50.00 80.00

Commission Per Bottle Nil Nil Nil Nil

Coca Cola (250ml ) Coca Cola (500ml ) Coca Cola (1000ml ) Coca Cola (2000ml )

2.6.3.Promotion Sales promotion- Coca Cola Company provides short-term incentives towards its customers. Advertising- There has so many advertising for the customer. Public relation- Coca Cola Company offers different types of gifts to its Distributor and wholesaler. Like- Fridge, Micro Wave, Iron, Box Fan and many other attractive products to the Distributor and wholesaler. Coca Cola Company offers these gifts to whole Bangladesh. Coca Cola Company has budgeted a big amount in this segment to increase a friendly relationship with its customers, dealers and retailers. Direct marketing- Coca Cola Company has maintained direct marketing by the distributor and whole seller. 2.6.4.Place Channel- Coca Cola Company distributes its products by shop. Dealers use several types of cargo by which they bring the product to their selling area. Coverage- In Whole World Coca Cola Company is highly demanded and the company is successfully filling up the demand of target customers. Assortment- Coca Cola Company has different category of product but it is easy to carry in all over the world and quite comfortable also. Transportation- Coca Cola Company has its own transportation.

Factory

End User

Sales Departmen t Dealer Retailer

The process starts from the sales department and the demand of the customers

After producing the coil from the factory distributor purchases the product from the company

Then distributors sale the products to the retailers and customers.

Lastly end users/ consumers buy products from retailers

2.7 SWOT ANALYSIS OF Coca Cola: 2.7.1. Strength: Coca Cola Company is the growing up Soft Drinks Beverage Company. Coca Cola Company is using quality drinks to produce Cola. It has skill & efficient employee. 2.7.2. Weakness: Dhaka is its main target market. There is no any branches in Bangladesh to deliver the product. Lack of promotional program for Dhaka market and other market 2.7.3. Opportunity: The attraction of the people towards coca cola is increasing day by day. Lack of government facility to address soft drinks. 2.7.4. Threat: Many of its competitors prices are lower than its rate. Increasing new soft drinks company in Dhaka city.

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PART 3

THEORETICAL ASPECTS

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3.1. Marketing Mix Marketing mix is the set of controllable tactical marketing tools that are product, price, promotion and place that the firm blends to produce the response it wants in the target market. On the other hand, once the company has decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. An effective marketing program blends all of the marketing mix elements (product, price, promotion and place) into a coordinated program designed to achieve the companys marketing objectives by delivering value to consumers. The marketing mix constitutes the companys tactical tool kit for establishing strong positioning in target market and that is why, marketing mix is the set of controllable marketing tools the firm uses to pursue its marketing objectives in the target market. Marketing Mix Marketing Management Introduction The Marketing Mix, a basic tool of marketing managers, is defined by Microsoft Encarta World English Dictionary as: marketing mix (plural marketing mixes) noun mixture of marketing techniques; the particular mixture of marketing techniques, pricing, packaging, and advertising, used to promote the sales of a product`` (2000).marketing Mix is also known as the Four Ps. Four P`s stand for Product Price Place Promotion

The Four P`s the Marketing Mix is used to market product or service, this is done by using the four P`s to establish what the produce is, the price, the place an promotion. Marketing managers bring the elements of the Four P`s together, combining them to achieve a grater result from there combination then each of the individual effects of following; product-This is the good or service that the company provides. However it is more than product or service itself, it is also the benefits that meet. The Marketing Mix model (also known as the 4 P`s) can be used by marketers as a tool to assist in implementing the marketing strategy. Marketing managers use this method to attempt to generate the optional response in the target market by blending 4 variables in an optimal way. It is important to understand that the Marketing Mix principles are controllable variables. The Marketing Mix can be adjusted on a frequent basis to meet the changing needs of the target group and the other dynamics of the marketing environment. 12

Product Variety Quality Design Features Brand Name Packaging Services Promotion Advertising Personal Selling Sales Promotion Public relation

Price List Price Discount Allowance Payment Period Returns Credit Terms

Marketing Mix

Place Channels Coverage Assortments Location Inventory Transportation Logistics

Figure: Four Ps of Marketing Mix The elements of marketing mix are described in the following manner 3.1.1. Product We define product as anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. Product includes more than just tangible goods. Broadly defined, products include physical objects, service events, persons, place, organization, idea or mixes of these entities.

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However there are no bad products anymore in todays highly competitive markets that he perceives as bad. Therefore the question on product has become; does the organization create what its intended customers want? Define the characteristics of your product or service that meets the need of your customers. Product may be described in following ways: Product Variety: Marketers present their product in different ways.

Quality: Product quality consists of the ability to satisfy customers needs and wants as well as the ability of a product to perform its function; it includes the products overall durability, reliability, precision, ease of operation and repair and other valued attributes. Product quality has two dimension that are level and consistency. Design: Style simply describes the appearance of a product. Design is a larger concept than style.

Feature: A product can be offered with varying features. The company can create higherlevel models by adding more features. Features are competitive tools for differentiating the companys program. Being the first producer to introduce a needed and valued new feature is one of the most effective ways to compete.

Brand name: A good name can add greatly to a products success. It should suggest something about the products benefit and quality. It should be easy to pronounce, recognize and remember. In addition to design or a combination of these, that identifies the market or seller of a product or service.

Packaging: Packaging involves designing and product the container or wrapper for a product. The activities of designing and producing the container for a product.

Return: It refers to provision of defective product back to the producer. It is better for a company that there are present of provision of return defective product.

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3.1.2. PRICE Price refers to the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service. How much are the intended customers willing to pay? Here we decide on a pricing strategy- do not let it just happen! Even if you decide not to ask (enough) money for a product or service, you must realize that this is a conscious decision and forms part of the pricing strategy. Although competing on price is as old as mankind, he consumer is often still sensitive for price discount and special offers. Price has also an irrational side: something that is expensive must be good. Permanently competing on price is for many companies not a very sensible approach.

List price: The price, which is written on the product.

Discount: Discount is a price reduction to buyers who pay their bills promptly. A typical example is 2/10, net 30 which means that although payment is due written 30 days, the buyer can deduct 2% if the bill is paid within 10 days.

Allowance: Allowances are another type of reduction from the list price. It refers to the promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturers products in some ways.

Payment period: What are the processes on way of payment is it flexible for customer or not? It should be flexible for customers.

Credit terms: Is there provision of credit term? If any then what are characteristics of that.

3.1.3. PROMOTION

Promotion means activities that communicate the merits of the product and persuade target customers to buy it. For a example, suppose that X company spends more than 1 million each year on advertising to tell consumers about the company and its product. Dealership sales people assist potential buyer and persuade them that X company is the best cement for them. X company and its dealers offer special 15

promotions lice sales promotion, cash rebates, and low financing rate etc as added purchase incentive. Marketers use the normal promotion tools that are advertising, sales promotion, personal selling, public relations and direct marketing to reach customers. They are described in following manner:

Sales promotion: Sales promotion is short-term incentives to encourage the purchase on sale of a product or service.

Advertising: Advertising is any paid of non- personal presentation and promotion of ideas, goods or services by an identified sponsor. Marketing management must make 4(Four) important decisions when developing n advertising program that are setting advertising objectives, setting advertising budgets, developing advertising strategy and evaluating advertising campaigns.

Public Relation: Another major mass promotion tool is public relations that building good relations with companys various publics by obtaining favorable publicity, building up a good corporate image and handling or handling off unfavorable rumors, stories and events.

Direct marketing: Direct marketing consists of direct communication with carefully targeted individual customer to obtain an immediate response and cultivate lasting customer relationship.

3.1.4. PLACE Place includes company activities that make the product available to target customers. It may be described in following manner: Channel: The distribution channel moves goods and services from producers to customers. It overcomes the major times, place and possession gaps that separate goods and services from those who would use them. It helps to complete transaction in such way information, promotion, contact, matching, negotiation etc. Coverage: Producers product should be cover target market area. The customer in target market may be got the product easily.

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 Assortment: Product should be assorting some or various category so that producer transports it easily and customer use it easily or in comfortable way. Inventory: Inventory levels also affect customer satisfaction. The major program is to maintain the delicate balance between carrying too much inventory and carrying too little. In inventory decisions management must balance the costs of carrying larger inventories against resulting sales and profits. Transportation: Marketers need to take an interest in their companys transportation decisions. The choice of transportation carries affects the pricing of products, delivery performance and condition of the goods when they arrive. All of which will affect customer satisfaction.

Here we can mention that it holds that the four (4) Ps concepts take the sellers view of the market, not the buyers view. From the buyers viewpoint, in this age of connectedness, the four Ps might be better described as the four (4) Cs. Robert Lauterborn suggest that the sellers four PS correspond to the customer four Cs.

Four (4) Ps

Four (4) Cs

Product

Customer solution

Price

Customer Cost

Promotion

Communication

Place

Convenience

Thus while marketers see themselves as selling a product, customers see themselves as buying value or a solution to their problem according to their needs and wants.

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Price is the most important factor regarding buying and selling products. Customers are interested in more than the price, because price has a significant role in selecting the product and customers are now more concern about their cost. Promotions make the customers aware and well communicated with people. To get properly communicated with people a company has to promote their products in a good way to the targeted customers. Customers want the products and services to be a conveniently available as possible. Most of the people are thinking about product availability. Most convenient products usually got preference by the customers. Finally, they want two ways to first think through the four Cs and then build the four Ps on that platform. 3.2. VISION Vision is a statement that is not so much clear objective of an organization. 3.3. MISSION

Mission is a statement of the organizations purpose- what it wants to accomplish in the larger environment. That is mission is more clear than vision. 3.4. GOAL

Goal is a gross diversification. It indicates that to achieve all the purpose of the organization in the long run.

To build poverty frees Bangladesh. To remove illiterate. To reduce corruption.

3.5. SWOT Analysis SWOT states for S- Strength, W- Weakness, O-Opportunities and T- Threats. SWOT analysis is a very important factor for a Company. To compete with rivals and measure the current position of the Company it is must to analysis SWOT. 3.5.1. STRENGTH

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Strength is something that a company is good at doing. Strength can be skill, a competence, and a valuable organizational resource or competitive capability or an achievement that gives a company a market advantage. Example: Superior technology, excellent customer service, high quality product.

3.5.2. WEAKNESS: A weakness is something a company lacks or does poorly or a condition that puts it at a disadvantage. Example: Obsolete facilities, Lack of managerial talent, falling behind in R & D. 3.5.3. OPPORTUNITIES: An opportunity is something that a company may grab for company growth and profitability. It is favorable condition in a companys external environment. Example: Diversifying business, Prospect of entering new markets.

3.5.4. THREATS: A threat is something a company may be exposed to in the external environment that may cause suffering in growth or profitability. It is an unfavorable trend in the external environment. Example: Rivals introduction of chapter products or better products.

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PART 4

ANALYSIS AND FINDINGS

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4.1.

Competitor Analysis:

The main principle of pure competition is to survive in the market at any cost. Pure competition influences them to maintain better quality level, modernized advertisement, nice looking design, packaging, pricing, attractive sales promotional program among Cola beverage industry. Coca Cola World wide brand leader. One standard product. Promises standard quality. Follow relationship marketing. Consumers are must loyal to their product. Higher pricing strategy. Uro Cola Mojo Strong distribution system. Appearance of their pack size & bottles. Target consumer are children & teenage. Strong campaign in advertising. Problem in marketing segment. Heavy competition in marketing. Virgin Cola

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 Struggling in the soft drinks market. Getting failed to meet the customers satisfaction properly. Attractive TV advertisement. Poor marketing strategy. Poor distribution channel.

World famous brand name. Maintains standard quality level. Failed to meet customers satisfaction properly. Creates image in young generation Doesnt follow societal marketing concept. Strong distribution side.

4.2. Overall Market Share of Soft Drinks Company: The overall market share of different types of soft drinks companies are started in the following figure: Positio n 1st 2nd 3rd 4th Beverage Company Tabani Beverage Limited Bangladesh Beverage Limited Partex Beverage Limited Globe Soft Drinks Limited Market Share 25% 19% 29% 06%

Figure-a: Market Share of Soft Drinks Company

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From the Figure-a, it is found that Tabani Beverage Limited captured 35% of total market share, Bangladesh Beverage Limited hold 24%, Partex Beverage Limited hold 30% & Globe Soft Drinks Limited hold 11% market share. Tabani Beverage Ltd. takes the leading position, Partex Beverage Ltd. is the 2nd higest position captured. Bangladesh Beverage Ltd. takes the 3rd position & Globe Soft Drinks Ltd. takes 4th place.

4.3.

Expence TV advertisement of competitor Vs Coca Cola:

Beverage companies undertake different promotional program to attract the people and end the traders. The company keep large amount of their budget for advertising. The advertise in different mass media, Coca Cola spends 7.5 million every year for every year for advertisings. Different companies use the Medias to promote their product in different rates. Here we have shown the rate in which companies use Medias. Brand Name Coca Cola RC Cola Pepsi Uro Cola Mojo Double Cola Rate 34% 30% 10% 3% 20% 3%

Share of Expense of Major Operators in Various TV Channels in 2009:

4.4. Project Part: 4.4.1. Demographic Analysis:

4.4.1.1. Gender Identification: 23

In this section, it is tried to find out the gender discrimination of customers.

According to the Figure: It is found that out of 100 customers, 75% are in male & 25% are in female. Gender Percentage (%) So it can be said that majority customers Male 75% are male. Female 25% 4.4.1.2. Age Composition: Here, the age distribution is analyzed for customers. Age Below-13 13-21 21-25 25-35 35-40 Percentage (%) 6% 50% 28% 12% 4%

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40+

From the Figure, we have divided the customers according to the age. It is found that out of customers, 69% are in the below-13 age groups, 50% are in the 13-21 age groups, 28% are in the 21-25 age groups, 12% are in the 25-35 age groups, 4% are in the 35-40 age groups and 0% are in the 40 age above groups. Therefore, the result indicates that age 13-21 is the majority customers.

4.4.1.3. Feelings about Cola Product: In this section, it is tried to find out the feeling about cola product. Feeling Prestigious Mobility Both Percentage (%) 10% 20% 70%

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From this Figure: It is found that out of 100 customers, 70% said that the feeling about the cola flavor is Prestigious both. 20% said that the feelings about cola flavor are mobility and only 10% said that the feelings about cola flavour are prestigious. So it can be said that majority customers feeling about cola flavor is mobility and prestigious both. 4.4.1.4. Taste and flavor of cola product: The objective of this section is to know about the taste and flavor of cola product. Taste & Flavor Excellent Good Moderate Percentage 22% 48% 30%

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From the Figure, it is found that out of 100 customers, 48% said that the taste & flavor of cola product is good, 30% said that the taste and flavor of cola product is excellent, 22% said that the taste and flavor of cola product is moderate. So it can be said that majority customers comments about taste and flavor of cola product is good.

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PART 5

Major Findings

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 Most of the customer drinks cola flavors. They feel prestigious as well as mobility while they drink cola. Majority consumer says that Coca Cola keeps refreshing capacity & they also know the other brands of cola flavor. Consumers take other flavors occasionally when cola flavor is not available in that place. Most of the consumer influences by the TV commercial & their most preferable TV advertisement. Most of the customer gets product shop near by home. Price and quality both are important for any product. Maximum number of customer does use it for its reasonable price. Large portion of customer who are using Coca Cola, cause of its quality and price. Most of the consumer expects free item or discount from the Coca Cola. If the company offers any free item or discount with their preferable cola product, then, they will take it more. Consumer considers various matters when they take Coca Cola. Such as color, taste, brand image & price. But they prefer more Brand image as well as taste regarding cola product. Somebody consider color & price also. Most of the consumer whos most preferable brand is Coca Cola; they also want to change in quality & taste of their brand. But they are very satisfied about the pricing strategy of Coca Cola. There are many cola brands with different prices & pack sizes in the market. Customer had held bad impression about the Vergin & Uro Cola. The distribution of Coca Cola is much better then Pepsi & RC Cola. The distributions of Pepsi are not timely distributed. They are not friendly with the customers. The distributor of Pepsi & RC Cola meets the customer two times in a month. But the Coca Cola distributed their product more then four times in a month. The advertising is lower in media. In term of media spending, Pepsi spend more Coca Cola. Coca Cola can compete with them by spending more money in media to strengthen the image of their brand. Coca Cola can offer the consumers a coupon with every 2-Litre PET bottle. The consumers have to fill up the coupon and submit it to the Retailers. The coupon would be about the information of Coca Cola. It would increase the brand loyalty of Coca Cola. To achieving that, Coca Cola had to offer a big Budget for the winner. Other companies have no researchers in their company to continues research about their product. So they should appoint some research person for better improvement of their product.

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PART 6

Recommendation

30

Now we are able to give proposal or a fair advice to Coca Cola according to our comparison between theory and what is going on currently in Coca Cola. In this step, we have to shed a light over those areas which are valuable, creative and useful for Coca Cola but they are not considering to them. In start of our recommendation, we would like to add that nomination of EOQ criteria more benefits to sales employees, so it should be highly recommended to have it for all so as to make system fair. Reward system is an effective technique to support and change culture of the organization optimistically; it would only be possible if the system is equal for all employees of organization. We recommended to Coca Cola management to utilize this system to all employees so as to increase effectiveness and productivity. On more important recommendation should be to design both financial and non financial rewards in a way to give a fair importance of both for top and lower levels. Reward management of Coca Cola should be highly functional to make employees committed to organizational goals, vales and standards, also it should push employees in a way to boost their competencies and work understanding. Reward management of Coca Cola should be addressed to group tasks, as all rewards are mostly designed for individual levels like EOQ, make the move and sales dangle, definitely it reduces productivity. Because now a days, organizations have more curiosity towards group tasks which needs great interaction and communication between departments and it only work if all department employees rewarded equally. For us, it should manageable in a way to remove ambiguity at all levels, so as to increase organizational efficiency. There should be criteria for employee to consider their opinions at management level respectfully. It should need to reduce gap between management and employees so as to increase overall results. For us goals should be specific, measurable, achievable, and realistic and time bound (SMART), it would definitely increase overall effectiveness. We have to recommend Coke to design their system in specific way to define employees career path, recognition and future goals; it would definitely positively boost organizations performance. Training and development should be more used to Coke to groom career of their employees at all level, they are doing on the job but we recommended that a fair amount of budget should be declared for this purpose, then off the job training sessions of fifteen days or a monthly package may use to boost performance. According to our research, they have declared 3% for rewards with respect to whole revenue, but it is less because system is not working for all departments equally. We are on the view to increase this

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budget to minimum 5% so as to treat all employees equally. Employees should be involved in decision making to increase quality and productivity. We are keen to make system significant for the sake to reduce the dissatisfaction of the employees on promotion criterion, reduce the dissatisfaction of the employees on appraisal system, reduce the dissatisfaction of the employees on salary, bonus and other fringe benefits, and improve the work performance, improve the productivity, reduce the level of occupational stress that arises from feeling of inequality on reward, and reduce the perceptional gap on reward management system and develop a culture of high performance. These all points beautifully explain the reward management system consequences and its more value. There should be proper check and balance system between goals and performance have to be introduced, currently yearly bases performance evaluation has been going on, for high motivational level, high quality it demands quarterly bases. There should be a system of consultation between employees and management about employees career path, it is easier for management to understand and analyze what employees actually want and allocate them reward properly. We would like to recommend Coke to introduce alternative of reward management like wise profit sharing, pay for knowledge program and goal sharing so as to increase their productivity.

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PART 7

CONCLUSION

33

The demand of soft drinks is increasing day by day in developing countries like Bangladesh. It removes our thirstiness & makes us fresh & comfort. With this soft drink Coca Cola is working to provide the best quality product with a reasonable price. It is very much important for Coca Cola to ensure the customer satisfaction in surviving in this market as this is very competitive market and customers are both quality & price sensitive.

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PART 8

Bibliography

35

Text Book: Philip Kotler & Gary Armstrong- Principles of Marketing 11th Ed. Upper Saddle River, New Jersey, U.S.APrentice- Hall.

Other Publication: Report on Tabani Beverage Limited.

Websites (URLS): www.tabanibeverageltd.com www.worldofcoca-cola.com

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PART 8

Annexure

37

Questionnaire:
Welcome on this survey which is an exercise I have to do in English. You just have to follow the questions and it will be easy to do. It's very fast to answer!

1. Do you like soft drinks

A. Yes B. No

2. How often do you drink soft drinks?

A. Never B. Rarely C. Often D. Always

3. Where are you used to drink soft drink?

A. At home B. At work C. In Party D. Other

4. What sort of drink do you prefer (class your answer)?

A. Coca Cola B. RC Cola C. Pepsi D. Mojo

5. Have you already taste different brand of Coke, other than Coca-Cola?
A. Yes B. No

6. Do you drink sometimes Coke with others products?

A. Yes B. No

7. Are you sensitive to price when you buy a drink?

A. Yes B. No

8. Sex?
A. Male B. Female

9. How old are you?

A. Less than 20 B. Between 20 to 30 C. Between 30 to 50 D. More than 50

Thank you for having answered this survey!

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