A STUDY ON SALES PROMOTION STRATEGY

IN COCO-COLA BEVERAGE PVT LTD,

SRIKALAHASTHI

SUBMITTED BY
PROJECT GUIDE
M. VENKATA RAMAN
Prof. P. BALAJI PRASAD
(1981963054)
Industry profile
Company profile
 strategies Coca-Cola

• It started with a unique, market-tested formula.

• It was distributed in a proprietary bottle.
• It held retailers responsible for maintaining its high standard
• It kept its consumer price fixed for 70 years.
• It guided word-of-mouth advertising and developed a voice.
• It adopted a franchise model.
Market share
Sales promotion
 OBJECTIVES OF THE
STUDY
 To Study The various Sales Promotion Strategies followed by the company.
 To Study the strategy towards Dealers, sales man.
 To find out the reasons for low sales of the products.
 To find out the measures to boost up sales.
 To conduct promotional activity to boost sales of Coca Cola
 To analyze the awareness among public about the Coca Cola products.
 Research methodology
Research design consists of the following. They are:

• Primary data : Personal Interview through

Questionaire
• Secondary data : Internet, Newspaper, Company Past Records
and Magazines.
Sampling Procedure

• Research Methodology : Survey Method

• Research Instrument : Questionnaire
• Contact Method : Personal Interview
• Sample Size : 100
• Sample frame : Tirupati
• Statistical tool : Chi-Squre Analysis
 DATA ANALYSIS
AND
INTERPRETATIO
N
Table 1:
Gender * Age Cross tabulation

GENDE
R / AGE <20 yrs 20-30 yrs 30-40 yrs >40 yrs Total
Male 9 29 11 6 55

Female 8 25 7 5 45

Total 17 54 18 11 100
Graph 1
35
30 29
25
25
<20 yrs
20
Age

20-30 yrs
15 30-40 yrs
11
10 9 8
6 7 >40 yrs
5
5
0
Male Female

Interpretation:
The above table shows the gender-age wise classification of the total respondents. Out of
100 respondents,55 were male and 45 were female. Among the 100 respondents, 54 lie in the
age-group of 20-30 yrs and 18 lie in the age group of 30-40 yrs.
 Table 2:
Gender * Monthly Family income Cross
tabulation
Gender/Monthly
Family income
10000- 15000-
<10000 15000 20000 >20000 Total
Male 12 15 17 11 55
Female 6 6 25 8 45
Total 18 21 42 19 100
Graph 2
30
25
25
Monthly income

20
17 <10000
15
15 10000-15000
12 11 15000-20000
10 8
6 6 >20000
5

0
Male Female
Interpretation:
The above table shows the gender-monthly income wise classification of the total respondents.
Out of 100 respondents, 55 were male and 45 were female. Among the 100 respondents, 42
have a monthly income of 15,000-20,000 and 19 have an monthly income of >20,000.
Table 3:
Type of promotions do you like

Particulars Frequency Percentage

Volume Linked Schemes 25 25

Cash Discount Schemes 63 63

Gifts on Target Achievement 12 12
Total 100 100
Graph 3
70 63
60
50
Frequency

40
30 25
Frequency
20 12
10
0
Volume Linked Cash Discount Gifts on Target
Schemes Schemes Achievement

Interpretation:
As per the above question most of the retailers like cash discounts on their each
purchase from the company. In my survey most of the outlets are groceries so their sale
is limited when there is no need of more volume they don’t want other two schemes.So
as per my study if company wants to launch scheme better it should be a cash discount
type.
Table 4:
Receiving sufficient display material from coke

Particulars Frequency Percentage

Yes 30 30

No 70 70

Total 100 100

Graph 4

80
70
70
60
Frequency

50
40 Frequency
30
30
20
10
0
Yes No

Interpretation:
For this question most of the retailer’s complaining about they are not receiving any
kind of display materials very few are satisfying with our display materials so
company should concentrate about display.
Table 5:
Type of premiums do you like

Particulars Frequency Percentage

Luggage bags 8 8
Kitchen ware 15 15
Accessories 5 5
Cash Voucher 72 72
Total 100 100
Graph 5
80 72
70
60
Frequency

50
40
Frequency
30
20 15
10 8 5
0
Luggage bags Kitchen ware Accessories Cash Voucher

Interpretation:
The above table shows that most of the retailers like Cash Vouchers only
after that they preferred Luggage bags and Kitchenware.
Table 6:
Getting all the discounts or prizes as per company
promised

Particulars Frequency Percentage

Yes 38 25
No 62 62
Total 100 100
Graph 6
70
62
60
50
Frequency

40 38

30 Frequency

20
10
0
Yes No

Interpretation:
The above table shows that 62 i.e.62% of the total respondents found that
they do not get the discounts or prizes as per company promised.
 Table 7:
Comparing with others how coke promotion
is plans

Particulars Frequency Percentage

Very Good 10 10
Good 5 5
Bad 12 12
Worst 73 73
Total 100 100
Graph 7
80
73
70
60
Frequency

50
40
Frequency
30
20 12
10
10 5
0
Very Good Good Bad Worst

Interpretation:
The above table shows that 73 i.e.73 % of the total respondents found coke
does not providing good promotions to retailers as well as to the customer so
major of the people were said against to the company.
Table 8:
Selling hours of the outlet

Par ticulars Frequency Percentage

10am-1pm 18 18
2pm- 6pm 23 23
6pm-10pm 12 12
Any other 47 47
Total 100 100
Graph 8
50 47
45
40
35
Frrequency

30
25 23
18 Frequency
20
15 12
10
5
0
10am-1pm 2pm- 6pm 6pm-10pm Any other
Interpretation:
Coming to the peak hours actually it dependes on the type of the outlet and its
location as per my survey major peak hours are 10am to 1pm between and again
2pm to 6pm between remaining time there is no that much customer visit so sale
was down in the remaining hours.
Table 9:
Most selling pack in your outlet

Particulars Frequency Percentage

Coco Cola 10 10
Thumsop 17 17
Sprite 37 37
Mazza 19 19
Fanta 7 7
Limka 10 10
Total 100 100
Graph 9
40 37
35
30
25
Frequency

20 19
17
15 Frequency
10 10
10 7
5
0
Coco Thumsop Sprite Mazza Fanta Limka
Cola
Interpretation:
Coming to most selling brand in Tirupati city Sprit occupied major market 37%
percentage of market share is grabed by Sprit only after that Mazza is the 2nd
major selling brand from the coke after those Limca and Thumpsop listed.
Table 10:
Consumers satisfied with the variety of packs
offered

Par ticulars Total Percentage

Yes 77 77

No 23 23

Total 100 100

Graph 10
90
80 77
70
60
Frequency

50
40 Frequency
30 23
20
10
0
Yes No

Interpretation:
The above table shows that 77 i.e. 77% of the total respondents are satisfied
with the variety of packs offered.
 Table 11:
most selling pack at your outlet

Particulars Frequency Percentage

Glass bottle 57 57
PET bottle 23 23
CAN 11 11
Tetra 9 9
Total 100 100
Graph 11

60 57

50
40
Frequency

30
23 Frequency
20
11 9
10
0
Glass bottle PET bottle CAN Tetra

Interpretation:
The above table shows that only 57 i.e. 57% of the total respondents preffer to
have glass bottles.
Table 12:
Companies signage do you have at your outlet

Particulars Frequency Percentage

Coca Cola 10 10

Pepsi 10 10
Own 60 60
Other 20 20

Total 100 100

Graph 12
70
60
60
50
Frequency

40
30 Frequency
20
20
10 10
10
0
Coca Cola Pepsi Own Other
Interpretation:
In this category coke stands in a bad position coke not providing sign boards in
this signage section others and owned boards are more.
Table 13:
companies visi-cooler at your outlet

Particulars Frequency Percentage

Coca Cola 60 60
Pepsi 20 20
Own 5 5
Other 15 15
Total 100 100
Graph 13
70
60
60
50
Frequency

40
Frequency
30
20
20 15
10 5
0
Coca Cola Pepsi Own Other

Interpretation:
Coming to visi coolers coke doing well job almost 60% of the outlets are using
coke coolers only. Even customer got a chance where he can choose directly
from our cooler.
Table 14:
Medium suitable to promote the various
promotional schemes

Particulars Frequency Percentage

Radio 10 10
Tv 59 59
Newspaper 11 11
Hordings 13 13
Others 7 7
Total 100 100.0
Graph 14
70
59
60
50
Frequency

40
30 Frequency

20 13
10 11
10 7

0
Radio Tv Newspaper Hordings Others

Interpretation:
The above results shows TV as the best media to market the product which
will cover majority of the viewership.
 Table 15
Sales promotional schemes offered by the
company

Particulars Frequency Percentage

Excellent
21 21
Good
47 47
Average
13 13
Not satisfied
19 19
Total
100 100.0
Graph 15
50 47

40
Frequency

30
21 19 Frequency
20
13
10

0
Excellent Good Average Not satisfied

Interpretation:
The above results shows 47% of respondents feel statisfied about sales
promotional schemes offered by the company.
 Table 16
Sales promotional schemes are needed for
distributors of retailers

Particulars Frequency Percentage

Yes 67 67

No 33 33

Total 100 100

Graph 16
80
70 67
60
Frequency

50
40 33 Frequency
30
20
10
0
Yes No

Interpretation:
The above results shows that 67% distributor think that more sales promotional
schemes are needed for distributors of retailers and 33% distributors think that
more sales promotional schemes are not needed for distributor of retailers.
Table 17
Kind of promotional activities affect sales

Particulars frequency Percentage

free bottle scheme 40 40
prize off 20 20
discount 30 30
Others 10 10
Total 100 100
Graph 17
45 40
40
35 30
30
Frequency

25 20
20
frequency
15 10
10
5
0
free bottle prize off discount Others
scheme

Interpretation:
The above results shows that 40% of the respondents feels that free bottle
scheme kind of promotional activities affect sales mostly.
 FINDINGS
• i.e.73 % of the total respondents found coke does not providing good promotions to
retailers as well as to the customer

 to most selling brand in Tirupati city is Sprit occupied major market 37% percentage of
market share is grabed by Sprit only after that Mazza

 77% of the total respondents are satisfied with the variety of packs offered.

 47% of respondents feel statisfied about sales promotional schemes offered by the
company.

 TV as the best media to market the product which will cover majority of the viewership
 SUGGESTIONS

Company should pay more attention on designing

innovative and unique advertisements.

More promotional offers have to be introduced

When comparing with Pepsi retailer offers very much
less in Coke, to keep them Coke need a better plans.

Gifts should be given to certain retailers who sells

large quantities of goods.
 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.
 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.