Directorate of Distance Education

Swami Vivekanand Subharti University

A Project Report on

Sales Promotion
at

Directorate of Distance Education

Swami Vivekanand Subharti University
Meerut

Submitted for partial fulfillment for award of the degree in

Master in Business Administration

BY STUDENT Under the Supervision

Name- Ajeet Pratap Singh Mr. Rahul Singh

Enrollment No- A1420613136 Sales Manager

Batch- A 2014-15 Coca-Cola, Lucknow

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 Directorate of Distance Education
Swami Vivekanand Subharti University

Certificate

This is to Certify that AJEET PRATAP SINGH has carried out the Project work
presented in this entitled “SALES PROMOTION” under my supervision and merits
the award of Master in Business Administration from Swami Vivekanand Subharti
University. The Project embodies result of original work and studies carried out by
Student himself/herself and the contents of the Project do not form the basis for the
award of any other degree to the candidate or to anyone else.

Signature of the Student Signature of the Guide

Name- Ajeet Pratap Singh Mr. Rahul Singh

Enrollment No- A1420613136 Sales Manager

Batch- A 2014-15 Coca-Cola, Lucknow

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 ACKNOWLEDGEMENT

Any research works is never an individual effort. It is a contribution of

effort of many hearts, heads. It is my pleasure to express from the depth of my
heart, the gratitude and thanks to all those who whole – heartedly supported
and helped me in the completion of my project.

To being with I feel to express my deep gratitude and sincere thanks to

my Academic project guide Mr. Rahul Singh, Sales Manager, Coca-Coca,
Lucknow and thanks to Swami Vivekanand Subharti University, Meerut for
his priceless and valuable guidance, encouragement for completion of work.

AJEET PRATAP SINGH

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 DECLARATION

I Ajeet Pratap Singh a student of Sherwood College of Engineering

Research Technology Barabankihere by declare that the project

entitled SALES PROMOTION AT COCA-COLA or part there of has not

been previously submitted by me for any other degree or diploma of any
university or scientific organization. The project is the result of my Bonafide
work and the sources of literature used and all assistance received during the
course of investigations have been duly acknowledged.

Lucknow: Signature of student

Date: AJEET PRATAP SINGH

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 PREFACE

The Summer Internship Program forms an important component of education at

UEI Global. It is an attempt to bridge the gap between the academic institution
and the corporate world. It provides us an opportunity to apply the concepts
learnt in real life situations.

The summer internship helps us in exploring our skills and capabilities. This
internship program makes a mark of hard work, sincerity, knowledge and ethics
on the host organization. It would also be a great learning experience since it
enables us to apply theory to practice and observe and learn the current trends in
the market.

It provides an opportunity for us to satisfy our inquisitiveness about corporate,

provides exposure to technical skills, and helps us to acquire social skills by
being in constant interaction with the professionals of other organizations.

It helps us in developing a network, which will be useful in enhancing in career

prospects. This will help to gain a deeper understanding of the work, culture,
deadlines, pressures etc. of an organization.

Thus, it helps to develop the qualities of a Manager by involving teamwork, goal

orientation and managing interpersonal relationships and by creating awareness
about strengths and weaknesses in the work environment.

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 TABLE CONTENTS

CHAPTERS PARTICULARS PAGE

Chapter One INTRODUCTION

Chapter Two OBJECTIVE

Chapter Three METHODOLOGY

Chapter Four ORGANISATION PROFILE

Chapter Five ANALYSIS AND

INTERPRETATION OF DATA

Chapter Six CONCLUSION AND

SUGGESTIONS

Chapter Seven ANNEXURE

I. QUESTIONNAIRES.

Chapter Eight BIBLIOGRAPHY

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 Chapter I

INTRODUCTION

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 INTRODUCTION OF THE TOPIC

Coca-cola enjoys the privilege of being the largest selling soft drink
company in the world. Its products Coke, Fanta, Limca, Thums-up, Maza,
Sprite and Cold tea are well known world wide : and are regarded as top most
brands in their respective flavor segment. Soft drink industry is blossoming in
India with continuously increasingly growth rate that swells more every year.

In S.G.A. (Sales Generating Assets) Coca-cola is leading the market in

providing the maximum number of cooling equipment i.e. visi coolers, family
fridges and E.B.C. (Electronic Bottle Cooler) to their retailer. Coco-cola is also
ahead of Pepsi in providing signage's i.e. glow signs and dealers boards tot he
retailers.

Since the "Good Services" advertising and superior promotional strategies

from the basic rules for survival in the market," all the companies are trying to
perform their best on the front. Coca-cola is the leader of this front also. It
provides better services to it's retailers as compared to its, airs superiors quality
advertising and launches better sales promotion schemes into the market. But to
maintain the position and to improve it even better, it should continuously
improve itself through innovative marketing strategies. Since the market is
highly competitive.

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 PROMOTION FACILITIES

The company in order to enhance its sales gives certain Promotional concessions
to the dealers and retailers

DISTRIBUTORS

The company owns the advertisement costs Expenditure On lifting schemes are
given. The company owns umbrellas, Chains and paintings etc..

RETAILERS

 Free painting.
 Glow signboard.
 Refrigerators are provided (on certain terms and conditions).
 Umbrellas and chains are provides by the company, conditions being good
gathering and publicity etc. market schemes are given.

COOLING FACILITIES AT OUTLET: -

In India 82% soft drink is consumed at outlet and the rest 18% is consumed at
home. This requires the soft drink manufacture to provide adequate cooling
facilities at the outlet to make the soft drink ready to consumers. Pepsi wants to
serve its customers with finished products. The companies supplies final product
to the retailers and it is the retail out let where the product is transformed into
finished product while serving the chilled soft drinks to customers so unshelled

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Pepsi is final product and chilled Pepsi available, at the retail outlet is the
finished products.

The company has installed cooling apparatus at the outlet in Viridian territory.
The company has bought these coolers from different companies.

The capacity of cooler vary from 5 liter to 330 liter most of the model have
transparent door which makes the product visible. These modal are called VISI
Coolers. The company has also installed deep freezers at large outlets. In these
coolers retailers have instruction to keep only Pepsi products.

IMPORTANCE OF PRODUCT DISPLAY: -

In fast moving consumer goods cold drink is categorized as impulse good are
purchase on impulse with out any planning or search effort these good are
displayed widely thus news paper, magazines, cold drink, candy drink candy
bars are asked at every next counter because shoppers may not eve thought of
buying them until they see them. The basic concept of product display comes
from vegetable shop all the vegetable are placed separately so that it can be
visible to consumer and consumer can see from distance.

In the present age of competitions companies aim to attract more people towards
itself. To attract the customer every company want to capture the best place

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available in the shops. They also talked for wide space for maximum play of full
range at one place buyer of today is more influenced by what he has been
watching every shops whiles shopping.

A well-designed outlet attracts more people and people also remember that shop
very well out of hundreds of outlet. Such type of outlets strikes the mind of
customer very soon remains at the top of the kings also when people see the
product in TV., in Newspaper. Magazine they asked about the product to the
retailer when they go for shopping and if the same product is displayed in the
shop. They are pushed internally to achieve / purchase those products. The
summar4y of all this above mentioned comes in one line.

“JO DIKHATA HAI WHO BIKATA HAI ’’

There are three things are must for product display.

 PRODUCT SUPPLY
 PRODUCT AVAILABILITY
 SPACE FOR DISPLAY

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 INTRODUCTION TO SELLING

Over the last 130 years the sales process has been undergoing a transformation
all over the world. The early image of the traveling salesman has given way to
the high technology consultant of today. However, the fundamental value
contribution continues to the ability of the sales person to educate the customer
on new offerings and help them negotiate through the maze of products that
claim to satisfy their requirements and identify the one that meets their needs..

Today’s highly competitive environment requires that sales do more than just to
sell products. They need to have indepth knowledge of how their products
integrate with others solutions to give the customer a seamless user experience.
In addition, they also need a good idea of the price band .They would be allowed
to negotiate in so as to help close deals quicker. This necessitates the
implementation of advanced information management system. That makes
information available to the frontlines quickly and easily.

SALES PROCESS DEFINED

Sales process refers to a sequential series of actions by the sales person that leads
towards the customers taking desired actions and ends with a follow up ensuring
purchase satisfaction. It led to successful completion and close of sales

This entire process helps an agent advisor to make sales easy. It is science as
well as an art. Since it deals with people who are very subjective in nature, so the
entire frame of process is to be dealt with flexibility as per the situation.

Sales process starts with prospecting and ends up in follow up. So the entire
steps in the process are discussed in details below:-
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SELLING PROCESS

Presentation

Trial close

Determine objective

Meet objectives

Trial close

Follow up

Approach

Close

Prospecting

Preapproach

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 PROSPECTING

A prospect is a qualified person or organization that has potential to buy your

product or a service prospecting is the lifeblood of sales because it defines
potential customer. There are two reasons a salesperson must look constantly for
new prospects.

1. To increase sales
2. To replace customer that will be lost overtime.

Prospecting is the process of acquiring basic demographic knowledge of

potential customer for product lists that are available from many vendors break
down business in a given geography by industry revenue and number of
employees.

WHERE TO FIND PROSPECTS

Source of prospects can be many and varies or few and similar depending on the
services or good sold by the sales person.

Naturally person selling different services and goods might not use the same
source for prospects.

A life insurance salesperson would use personal acquaintances and present

customers as source of prospects.

PLANNING A PROSPECTIVE STRATEGY

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To be successful prospecting requires strategy, prospecting like other activities is
a skill that can be constantly improved by a dedicated sales person.

A successful salesperson continually evaluate prospecting methods comparing

results and records will the mode of prospecting used in pursuit of a prospecting
strategy that will result in most effective contact rate.
Prospecting Methods

1. Prospecting
2. Cold canvassing
3. Endless chain-customer referrals
4. Orphan customer
5. Telephone and Telemarketing
6. Networking

The most recent advancement in prospecting is the use of the Internet to find
potential buyers this is called E-Prospecting and it is a fast and easy way to find
information about individuals or business by using technology.

Cold Canvassing

The cold prospecting method is based on the law of averages e.g.If paste
experiences reveals that one person out of 10 will buy a product then 50
sales call could result in 5 sales

Thus the sales person contact in person by phone and\or by mail as many leads
as possible.

ENDLESS CHAIN –CUSTOMER REFERRALS

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Cold calling is tough contacting strangers day after day is challenging even for
the most motivated individuals.

First satisfied customers are likely to buy again from the salesperson that is why
the first stressed the important of building a relationship with the customer. It is
critical to your success.

Second the customers often refers the salesperson to someone she knows this is
known as endless chain referral method of prospecting this is a very effective
method for finding customers and customers referrals are the two best sources of
future sales with repeat sales from customer and being better.

A referral is a person or organizations recommended to a salesperson by

someone who feels that this person or organizations and benefit from him or his
product.

ORPHAN CUSTOMER

Sales people often leave their employer to take other jobs. When they do their
customers are orphaned. This orphaned are great prospects. A sales person
should quickly contact such customers to begin developing relationship you can
turn orphans into a lead generating Goldman.

TELEPHONE AND TELEMARKETING

Like direct marketing the use of telephone prospecting to contact a large number
of prospects across a vast area is far less costly than the use of a conversing sales
force though usually more costly.

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Telemarketing is a marketing communication system using telecommunication
system using telecommunication techniques and trained personnel to conduct
planned measurable marketing directed at targeted groups of customers.
NETWORKING

For many prospecting never ends they are always on the lookout for customer
everyone they meet may be a prospect or that person may provide a name that
could lead to a sales. The term given to making and using contacts are called
networking.

PREAPPROACH

When the prospect initiates the contact –Prospects will visit you during normal
business hours if you have a store or business location .If you do not have a
store, they might contact you by phone, mail, email or through your Website to
request information, ask questions and\or to make a purchase .Prospects might
also call at odd hours out when you’re open or where your store is located. Be
sure your answering machine message, answering service or Website answers
these questions

When you initiate the contact –One of the most common initial contacts is a
“cold call” conducted by phone or in person. A cold call refers to a contact made
with prospects that have not indicated they desire the call. It’s obviously much
more efficient – and most say more successful –to conduct cold calls on the

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telephone rather than to drive around town, but you might have a reason that
warrants an impersonal cold call on occasion.

These tips may help you turn cold calls into warm prospects.

o First, determine your objective and the purpose of your call. Your purpose
may be to make an appointment, to inform, to question, to talk to a certain
person, to sell etc. Additionally, determine if you want to close the sale on
the first call or simply pave the way for a later call or sales presentation.

o Try to do a little homework before the call. If you know someone who
may have insight or information about the prospect, call him or her.

o Send a fax or mail some information prior to the cold call. Reference the
information in the call, but you don’t open with. ‘Did you get the
information

I sent?” This allows the prospect to simply say ‘No” just to get you off the
phone. Instead, try something like, “I sent you some information by fax
yesterday, I’m following up to provide additional information.

o When you’re ready to make the call, make sure you have all the materials
you need to hand. For example, if the purpose of your call is to make an

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 appointment, have your appointment book open and a working pen or
pencil in front of you.
o State your purpose quickly- within 15 seconds.
o Do ask questions that make interested prospect think.
o Make statements that build rapport and confidence.
o Use humor – people love to laugh.
o Be sincere.
o Be friendly – people like to buy from people they like.
o Keep your eye on the prize – never lose sight of your objective, regardless
of the outcome of the call.

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 THE SALES PRESENTATION

Many sales people feel the most exciting part of the sales process is presenting
products or services to prospects. Finally, the vast amount of knowledge one has
about his products, services and your company comes into play!

To improve the chances of making a sale, one must master threat of giving good
sales presentation. An effective presentation method selected should be based on
prior knowledge of the customer, your sales call objective , and your customer
benefit plan.

Because prospects want to know how you and your product will benefit them
and the companies they represent , you must show that you have the right to
present you product because it has the key benefits for them.Many different sales
presentation methods are available.They bdiffer from one another depending on
what percentage of the conversation is controlled by the salesperson. The
salesperson usually does most of the talking in more buyer –seller interaction in
the less structured methods.

MEMORIZED SALESPRESENTATION

In the memorized presentation or stimulus response method the salesperson does

80 to 90 percent of the talking, with each customer receiving the same sales
pitch. This method ensures a well-planned presentation and is good for certain
non technical products. It is also somewhat inflexible allowing little prospects
participation.

FORMULA PRESENTATION
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The formula presentation, a persuasive selling presentation, is similar to the first
method but it takes the prospects into account by answering questions and
handling objections.

NEED SATISFACTION PRESENTATION

The most challenging and creative form of selling of need-satisfaction selling

presentation this flexible method begins by raising questions about what the
customer specifically needs. After you are aware of the customers needs, you can
then show how your product fit that needs. You must be cautious because many
people don’t want to open up to a salesperson.

PROBLEM SOLUTION PRESENTATION

When selling high complex or technical products like insurance, a problem-

solution. Is a good presentation this method involves detailed analysis of the
buyers specific needs and problems and the designing of a proposal and
presentation to fit these needs. This customized method of problem solution
presentation involves a detailed analysis of the buyers specific needs and
problems and the designing of a proposal and presentation to fit these needs; this
customized method often uses a selling team to present them information to the
buyer.

In comparing the four presentation methods there is no one best method. Each
one must be tailored to meet the particular characteristics of a specific selling
situation or environment.

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 DETERMINE OBJECTIONS

During the sales process you’ll probably meet a familiar obstacle: the objection.
Objections are prospects statements about why they don’t plan to buy your
product or service. It may be a statement such as “I don’t need that service right
now”. Or “I already buy those products from ABC Company”.

Don’t be afraid of an objection its simply part of the sales process. In fact
objections oftentimes are a signal that the sale is progressing and you are getting
closer to “yes”. Objections are oftentimes a prospects way of saying: “I am not
convinced yet ; but I could be!”

Anticipate objections. Rehearse answers to standard objections. learn to ask

questions of prospects to drill down to their real objections.

People want to buy but they do not want to misled, so the often ask questions or
raise clearly respond to your prospects objections whenever they arise.

Sales objections indicate a prospects opposition or resistance to the information

or request of the sales person. Basic points to consider in meeting are to

1. plan for them

2. anticipate and forestall
3. handle them as they arise
4. listen to what is said
5. respond warmly and positively
6. make sure you understand
7. Respond by the using an effective communication technique.
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Before you can successfully meet objections determine if the prospects response
to your statement or close is a request for more information, a condition of the
sale or an objection. If it is real objection determine whether it is a major or
minor. Despond to it by

using a trail close and if you have answered it successfully, continue your
presentation based on where you are in the sales presentation.

Plan for objections are classified as

 Hidden objection
 Stalling objection
 No-need objection
 No-money objection
 Product objections
 Source objections

Develop several techniques to help overcome each type of objections such as

stalling the objection, turning the objection into benefit, asking the question to
smoke out hidden objections, denying the objections through appropriate
illustrations and thus outweighing the objection drawbacks and developing proof
statements that answer the objection.

Welcome prospects objections. They help to determine the right back to uncover
prospect’s need and if they believe the product which will fulfill their needs.
Valid objections are beneficial for the agent advisor and the customer. A true
objection reveals the customer’s need, which allows a salesperson to demonstrate

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a suitable product to the customer according to their requirements. Sometimes
objection or refusal by the customer also shows the incapability of the agent
advisor in context of presentation or product knowledge. Finally handling the
customer in difficult circumstances make selling a skill that a person can
improve constantly through experience. Overtime a salesperson can learn how to
handle every conceivable product objection – tactfully, honestly and to the
customer’s benefit.

There are a few proven techniques for overcoming objections. Remember to treat
every objection with respect and diplomacy.

Employ the “yes, but” technique. Agree with your customers (the yes) and then
offer them new information (the but).

 Questions prospects when they make statements about why they won’t
buy or what they don’t like about your product. Ask “why” they feel so.
This will help you get to the root cause of their concern.
 Restate the objection so the customer can hear it. This tends to reduce the
magnitude of an objection or allows prospects to modify their statement to
get closer to the true objection.
 Tactfully respond directly to the customer’s statement. Person might even
contradict in their statement but still agent advisor requires to be more
alert and conscious while replying and handling customer.

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CLOSING THE SALES

Although one should never be shy about asking for the business, as prospects
will probably give some signals when they are ready to become customer.

DIFFICULTIES WITH CLOSING

Closing the sale is the easiest part of the presentation. It is a natural wrap-up to
the sales presentation because of solidification of the details of the purchase
agreement. Yet sales people sometimes have difficulty in closing the sale for
several reasons.

One basic reason for the failure in this step is the lack of confidence on part of an
agent advisor to close the sale by taking an order. This may be because of mental
block faced earlier due failure in closing the sales. Agent advisor may give
proper presentation but hesitate in asking for the cheque. The seller must
overcome this fear of closing to become successful.

Secondly, sales person often determine that the prospect does not need the
product and the thus they should not buy. So they do not ask the prospect to buy.
The sales person should remember that it is the prospect’s decision and
responsibility whether or not to buy. So it would be better not to have perception
regarding customer’s mind.

ESSENTIALS OF CLOSIG SALES

While there are many factors to consider on closing the sale, the following items
are essentials if one want to materialize their sale :
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  Be clear and precise to make customer understand
 Always present complete story to ensure better understanding
 Tailor closing to prospect. 80% of the customer do respond to a standard
close. It is other 20 % of prospective customers for whom agent advisor
needs to struggle for. For those customer give all the facts requested, give
the egotistical customer praise, to lead the indecisive customer and to slow
down for a slow thinker.

Familiarize with the following readiness signals:

 Question about appointment such as, “how soon or when you are
available?”
 Specific questions about products, rates or statement about affordability.
 Queries about features, options, quality, guarantees or warranties.
 Positive questions about business
 Asking for something to be repeated
 Customer making statements about problems with previous vendors, they
might be seeking reassurance from the agent advisor that they wont pose
the same problem for them
 Questions regarding follow-up service or other products of the company
 Asking about number of other satisfied customers
 Etc.

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FOLLOW AND SERVICE AFTER THE SALES

High – performing salespeople can convert follow – up and service situation into
sales Some sales people believe that follow – up after the sale is just as important
as making the sale. That’s when your relationship with a customer really takes
hold.

Building long – term relationship with customers allows you to leverage or make
additional use of your initial investment of time and money spent selling to that
customer. In other words, you don’t have to spend time prospecting, qualifying
and conducting other pre – sale activities for that particular customer again.
Secondly you can get referrals from that customer for your future business which
will help you to grow and prosper.

The follow up flow chart has been designed below:-

FOLLOW UP CHART
Prospecting
Preapproach

Approach

Presentation

Trial Close

Determine

Objections

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 Meet Objections

Trial Close

Close

Follow - Up

Sales people increase sales by obtaining new customers and selling more product
to present customers. Customer’s referrals are the best way to find new
prospects. Thus, it’s important to provide excellent service and follow – up to
customers. By building a relationship and partnership, you can provide a high
level of customer service. When you deliver service, customers are satisfied and
continue to buy, this results in retention and loyalty. Providing service to
customers is important in all types of selling. Follow – up and services create
goodwill between salesperson and customers that allows the sales person to
penetrate or work throughout the customer’s organization. Account penetration
helps the sales person to improve the services of accounts and uncovers its needs
and problems.

It is said that: “There’s no better advertising than a satisfied customer.” Good

follow – up and after sales service will:

 Establish and maintain your good reputation.

 Build goodwill among customers and in the community.
 And most importantly, generate repeat and referral business.

Finally, a few more tips from the sales pros:

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  Continuously improve your sales skills, learn from others and stay open to
new ideas.
 Be sincere about your desire to help the prospect first – make money your
secondary objective. This attitude will come through in every encounter
and will help you build long – term relationships.
 Make yourself a value – added resource. Become indispensable. Make
industry news updates, creative ideas, and business advice part off the
services you offer.
 Be direct with your communication. Beating around the bush only
frustrates people. Answer all questions. Never patronize.
 Enclose your business card with every letter and note.
 Thank people who refer prospects to you. If the referral results in business.

 Give your customers your home phone number. Your phone will seldom
ring, but the gesture will make a great impression.
 Never lie. Don’t badmouth the competition or say negative things about
their clients

DISTRIBUTION STARTEGY:

In a country of more than 1 billion people, there is a vast untapped potential

waiting to be mined. The key to reach them is to develop sound distribution
channels. These channels are responsible for making the differences in terms of
quality of advice for choice of product, servicing of policy post sales and
settlement of claims. From the company’s point of view, the channels are the
first underwriters.

29
The traditional distribution model comprises:

CAPTIVE/TIED AGENTS: These are agents who sell policies of only one
Insurance Company which employs them.

INDEPENDENT AGENTS: These individual agents who represent

several companies and place Insurance policies for their clients with the
company that offers the best rates and coverage.

CORPORATE AGENTS: Firms selling polices of several Insurance

Companies are called Corporate Agents. An amendment in October 2002,
to the Act of Corporate Agents, recognized banks, brokers and other
entities like cooperatives, NGOs and panchayats as intermediaries who
can sell Insurance for the commission. While under the old laws the only
Corporate Agent that was recognized was a firm where all directors were
Insurance Agents, the new law allows virtually any entity to sell
Insurance. The measure will give a big boost to the private insurers in the
country, who have been facing a distribution conundrum.

The various channels that can be used under the purview of the amendments are:

BANKS: Bank assurance in its simplest form is the distribution of

Insurance products through a bank’s distribution channel. Banks can
straightway leverage their existing capabilities in terms of database and
face-to-face contacts.

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 Rural areas and small towns offer a huge potential for the
Insurance companies. This potential is largely untapped due to
inadequate distribution channel. The key to market access in these areas
can be:

o Co-operative societies
o Village Panchayats
o Post Offices

The Co-operative societies and village panchayats can act, as ‘Corporate

Agents’ to sell Insurance product most specific to the communities needs.

NGO: This channel could be used to increase a awareness about the

insurance products. As many NGOs have strong presence and a positive
reputation in rural areas they can prove to be an effective channel.

GROUP CHANNELS:

1. WORKSITE GROUPS: Worksite marketing is the selling of voluntary

(employee-paid) Insurance and financial products at the worksite. The
products may be on either an individual or a group platform and are
usually pays through periodic payroll deductions.

AFFINITY GROUPS: Affinity groups are homogenous groups. The major

advantage of selling Insurance to affinity groups is that there is a greater
likelihood of lasting.

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 3. PERSONAL ADVISORS such as accountants, lawyers, doctors and tax
planners.

4. MUTUAL FUNDS: Mutual Funds could capitalize on their existing

customer bases to sell policies.

5. HOSPITALS: A tie up with hospital chains for selling health insurance

can be an effective channel to reach a wide base of customers.

PERSONAL SELLING

Directly paid, personal communication that attempts to inform and persuade

prospects and customer earned approach.

Stimulus response formula selling

A-attention

I-interest

D-desire

A-action

The AIDA approach could be effective when prospects are in stimulus situation
and the product can be sold using the source basic presentation. E.g. in route
sales the salesperson calls on the same customer for each and every work.

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In some situation however approaches can be seen by a prospect as pushy. Focus
is such an approach in making a presentation that it results I sales rather than
focusing on the special needs on the prospects.

ATTENTION

From the moment conversation is started between seller and customer, capturing
of customer’s attention is required. This may be difficult at times because of
barrier in communication, pressing demands on the prospect’s time, or lack of
interest. Careful planning should be done in order to handle all the obstacles.
Since attention getters have only a temporary effect so discuss the product in
such a way that the prospect’s attention can be sustained.
INTEREST

Before meeting with prospects, determine their important buying motives. These
motives can be used in capturing interest. If not, you may have to determine
them at the beginning of your presentation by asking several questions which is
also called fact finding. Prospects enter the interest stage if they listen and enter
into a discussion with salesperson which can be inferred when customer strive to
like product benefits to his needs. If this link is completed, prospects usually
express a desire for the product.

KINDLING DESIRE

The third goal is to kindle the prospect’s desire to the ready to buy the product.
The salesperson must keep the conversation running along the main line towards
the sales. The development of sales obstacles, the prospect’s objections, external
interruptions and remarks can sidetrack the presentation during this phase.

33
Obstacles must be faced and the ways should be found to get around them.
Objections need answering to the prospects satisfaction. Times saved and chance
of making a sale can be improved if queries are anticipated and answered before
the prospect raises them. External interruptions cause breakdown in the
presentation when the conversation resumes. Good sales people summarize
everything what has been presented earlier. Digressive remarks generally should
be disposed off tactfully. But sometimes distracting digression is best handled
bluntly, ex. “well there is all very interesting but it would be better to get back to
the subject.”

INDUCING ACTIONS

If the presentation has been perfect, the prospect is ready to act – that is to buy
however, buy is not automatic and as a rule must be induced. Experienced sales
personnel rarely try to close until they are ensured that prospect is fully
convinced of the merits of the

proposition. Thus it is up to the sales person to sense to serve when close on a

minor point and trick to close are used to test the prospect’s reaction. Some sales
personnel never ask for definite “yes” or “no” for fear of getting answer as “no”
from which they cant retreat, but it is better to ask for order straight forwardly.
Most prospects find it easier to slide away from hints than from frank request for
an order.

So the agent advisor should keep in mind all the things and go through all the
process of selling very carefully to covert the prospect into the customer.

34
 Chapter 2
OBJECTIVE

35
 OBJECTIVE OF THE STUDY

1. Which Company product do you sell ?

2. Which size of Coca-Cola do you purchase ?

3. How many crate do you purchase in a day from dealer ?

4. Are you satisfied with the distributor of your area ?

5. Which company gives you better services ?

6. Are you satisfied with the current pricing structure of the Coca-Cola ?

7. Do you get the proper scheme ?

36
 CHAPTER-3
INTRODUCTION TO THE COMPANY

37
 FUTURE OF RETAIL IN LUCKNOW

(FROM SOFT DRINK PERSPECTIVE)

Coca Cola should look beyond traditional channel of distribution for

instance. Coke should try to spread itself booths. Barber shops to saloons
education institutions to cinema halls and theatres.

The retailers are turning less specified in cities like LUCKNOW even
chemists can be tapped for soft drinks. The diffusion of segmental divides may
be one of the minor trends that will be seen retail business particularity for
FMCG in the coming years.

Here are some predictions about the LUCKNOW scenario based on

discussion with marketers.

The level of service that the market provides the retailer will have to rise
instead of visiting a shop once in a season a sales manager will have to drop by
saw once in a month.

Large stores which manages inventory scientifically will grow in

members. The trends will be towards two or three super market chains. Would
over price at super market are lower then the usual retail outlets. They sell on
cash but buy on credit the same trends will happen here in LUCKNOW for Coca
Cola, it is easier to carry on a promotional drive of experiment with displays in a
super market. while it may be fine to carry out promotional drive of experiment
with displays in a super market. While it may be fine to carry out promotional in
one or two super market. The logistic of having in 500 retail outlets isn't the
same (the number of retail outlet which stock Coke is around 1000 in
LUCKNOW). But super market station will be slow process in LUCKNOW.

38
 The retailers will become more brand oriented that company oriented. It
may be stocking one brand of Coke and another of Pepsi but coke should try to
push all its brands equivalently and this trade push should interviewed with
consumers pull produced by advertisements and sales promotions.

ROLE OF SIGNAGE SCHEME, SALES GENERATING ASSETS AND A

COMPARATIVE STUDY OF MARKET SHARE RELATED OT THIS

Today's advertising plays very important role to attract the consumers,

advertising by signage such as Glow Shine Board, Wall painting, Posters and
Stickers Boards, Hoarding etc.

SINAGE

Signage plays an important role in the soft drink market consumer will
attract and demand after looking the signage, so signage are (on the shops):

Coke 31%

Pepsi 31%

Both 12%

SALES GENERATING ASSETS :- Coca Cola company provides many

types of assets such as cooling equipment, etc.

COOLING EQUIPMENTS :- Such as Ice Box, Family Fridge, 4 & 7

Crasser Fridge, Electric Bottle Coolers etc.

SCHEMES :- Schemes play most important role in sales generation

schemes are to attract the customers/consumers and through scheme company
increase the purchase power of customers/consumers.

There were various types of scheme, which are introduced by the company
this year. Such as.

39
 1. Limca le money offer :- Under this scheme prize is given under the
crown line and the amount may be from rupee 1 to Rs. 25000.
2. Fanta :- Under this scheme prize is also given under the crown line
according to Limca le money offer.
3. Thumbola Scheme :- Under this scheme thumbs line is given in the
crown such as :

4. Coke scheme: - For Coke Company has started Hrithik, Aishwarya

poster/post card/calendars.

These all schemes are for consumers. Quality purchase scheme is especially
for Dealers. Retailers.

Under this scheme company gives extra benefit to dealers if they purchase a
large quality. This benefit is in extra work of cold drink such as:

If they purchase I create, company gives free 1 to 2 bottle cold drink t retailer.
These schemes are periodical or general schemes (regularly).

40
 Last year Coca Cola company give various types of benefit to customers such
as:

1. One purchase of 30 crate they get writst watch - Timex

2. One purchase of 50 crate they get walkman - Videocon

3. One purchase of 80 crate they get camera - Fuji colour

both the companies introduce many types of scheme to attract the

customer/consumers to increase their sales. So we can say easily that schemes
have play an important role generation in refilled glass bottle segment.

41
SCOPE OF THE STUDY

 Diagnosis of the current situation or problem based on collected

information.
 Clearly identify the competitive strength and weaknesses.
 Constant analysis of what is happening in the market place.
 High light the company's strength with market opportunity by outlining
objective for product and market development & devising strategies and
tactics to achieve them.
 Looking out continuously for threats to achievements of those plans.
 Monitoring the progress of the strategy implementation after getting
feedback from the retailers it is always possible for companies to exploits
market opportunities to the best possible extent. So the basic aim is to
achieve customer oriented long term strategy.

42
 STRONG STRATEGIES OF PEPSI AS A WHOLE

1. Local Action

Despite being a global brand, Pepsi has built its success on meeting the
India consumers needs. Particularly in terms of making the brand synchronies
with localized events and traditions. Instead of harping on its global lineage, it
tries to plug into ethnic festivals, use the vernacular indifferent parts of the
country and blend into the local fabric. Thus, in Chennai-Pepsi offered free
bottles of Pepsi-Cola with idle. In Delhi it linked its brands to Holi, offering
sachets of colours with Pepsi Cola.

2. Empowerment

One of the strongest weapons in Pepsi's armory is the flexibility is has

empowered its people. Every manager and salesman has the authority to take
whatever steps he, or she feels will make consumers aware of the brand and
increase its consumption.

It is confirmed by top executive of Pepsi co. India Ltd. Mr. Sinha All that
we do is give people budgets within which to work. No question are asked as to
what they do. We are performance oriented and for results.

43
3. Price

Pepsi has consistently wielded its pricing strategy as an invitation sample

aiming to turn trial into addition example. Its 1.5 lt. bottle followed Coke into
market place at same price as Coke's but Pepsi also had to contend with the fact
that the same price and pocketing to sell competing brands at the same price and
discount. So it could not have continued the lower price positioning for long.

4. Channel Management

Pepsi have partners not bottles said by Mr. Sinha Pepsi have a well aligned
bottling network. Its well known COBO (Company owned bottling operations)
and FOBO (Franchise owned bottling operation) networks. Cover most of the
country adequately : it's the way in which Pepsi co. India strengthens its
marketing that gives it an edge.

In a bid to raise its market share the Coca Cola company has decided that
imitation might just be able to un bottle success for it. Logically Coca Cola's new
CEO. Mr. Donald Short has chosen Pepsi co. India as role model.

44
 ADVERTISING AND MARKETING FUNCTION OF COCA COLA IN
INDIA

Advertisement plays a vital role in the life of a product which increases

the demand of present and potential consumers. Coca Cola India launched a new
campaign as far as advertisement was concerned featured with the popular cine
star Karishma Kapoor and desired to capitalize on the festive season. "Coca Cola
Ka Diwali Karishma" in 1999.

Additionally a national consumer promotion was also launched with never

before prices likes flat, cars, audio system etc. Prior to this to advertisement for
grand Coca Cola were being aired one using the song "Khandala "from the
movie "Ghulam" both the companies have generated and excellent response of
consumers across the country. prior to this Coca Cola in India implemented the
most comprehensive advertising marketing and distribution initiative seen
industry on the advertising front, the company aired new theme advertisement
for brands like Coca Cola, Thums-up, Fanta Limca, Maaza and Kinley. On the
marketing front the company implemented seven national consumer promotions,
as well as a host of localized sponsorships. On the distribution front, the
company expects to add over 10000 retailers to the exiting base of 400000 in the
current years.

For Coca Cola all previous campaigns focus on the passions of Indian
consumers identified by the company, namely cricket, music and food. A part
from the eat, sleep, drinks series, four new campaigns were made, one revolving
around cricket, two of them campaigns involving teenage aspirations and the
fourth aimed to proper volumes of the 1 liter size. The cricket advertisement
features Saurav and Srinath, making it the second direct endorsement by the two
cricketers. The first was the campaign to publicize the Coca Cola Howzzat
45
promotion. The second advertisement involves teenager interacting ground a
Coca Cola vending machine. The 1 liter packs advertisement feature a kitty
party. The fifth involves teenager's aspirations around a party theme.

Thums-up's advertisement mixes river rafting with motorcycle skills to

give a hard hitting to the brand, in true with the macho image of Thumps-up. The
new fanta advertisement is distinctive in the fresh fun and energetic appear,
primarily targeted at the teenage segment. The maaza advertisement uses the
punch line 'you' 'he got the popular model Bippasa Basu.

Along with theme advertising, Coca Cola India had also implemented a
total of nine national consumer promotion for the Coca Cola in Sharjah. The
company launched a contest where in thunder blast consumer promotion was
executed nationally till the end of May, while the Fanta Alpenliebe joint
promotion carried on for two months. The Limca 'Take It Easy Fun Massage'
promotion had a holiday abroad as the bumper prize. These contests were in
addition to the three promotion implemented nationally, namely the Coca Cola
Howzzat 2nd inning promotion, a continuation of the Howzzat promotion the
Limca-Wringley's joint promotion, and the Soccer mania contest revolving
around the world cup football in France.

46
 Along with national advertising and consumer promotion initiatives, the
company also held a host of marketing events. These included Asha Bhosle live
concerts. Alisha Chinoi live concerts, Daler Mehndi's live concerts and channel v
live road show. The company has also held shows of various international artists.
The six city channel v live shows, third one held in Chennai on June 5th 99, will
travel to three more cities across the country with recording also being telecast
later, giving Coca Cola a direct linkage with the teenage segment. The Goa
concerts featured Shaan, Sagarika Mehnaz and Aqua flow, apart from the
channesl V VI 's and the high light was international star shaggey. Asha Bhosle
has already performed in Lucknow and Culcutta and is schedule to perform in
five other cities.

These initiates are excluding regional or localized events of the company,

Such as sponsorship of college festival, local concerts, marketing fairs, and
localized consumer promotion like Limca Nimba promotion recently in North
India.

47
 Apart from these Coca Cola India has host of tie-ups on television. In
sports the two most visible ones are inside cricket on ESPN and World Cup hall
of fame of star sports. On the movies front the company has tie UPS with Zee,
Sony, Star Movies, ETV, Gemini and Udaya, Catering to a cross section of
languages across the country on the music front the company has running
sponsorships for over ten programs including two on six FM radio stations for
the country. The music Tie-UPS on television can seen on channel V, Soni
Music Asia, MTV, Vijay TV and sun TV, again enabling exposure to a wide
cross section of languages across the country. Coke is launching an enthusiastic
slogan with tum "JO CHAHO HO JAYE COCA COLA ENJOY" with the
popular actor Hrithik Roshan and actress Aishwarya Rai and "Thumbs-up Taste
of Thunder" with Salman Khan for long time, Coke stayed away from celebrity
driven advertising once it too began to rely on hot celebrities the consumer
started getting mixed signals.

Hit moves Yaadein and Tum Bin also advertising of Coke. this was the
best achievement of Coke to connecting with youth resulting sale with also be
increase.

In advertising slogan have played an important role in the success of

products Since first new paper ad in 1886 which read Coca Cola Delicious
Refreshing! Exhilaration! Invigorating! The company use advertising to trigger
desire as often and in as many ways as possible. Throughout the year. Slogan for
Coca Cola has always been memorable. Here are some highlights on slogans.

Role of S.G.A. In Advertising :- S.G.A. plays a significant and profitable

role with the slogan in increasing the rate of return through the more sale of

48
product. It has found that the inner and outer signage have covered over the
market.

Inner Signage :- Hungler dungier, umbrella, sanpak-sheet, iron sheet.

Outer Signage :- Poster display, Bill Board display, Banners, Glue sign.
Board, Electrical Glow Sign Display and wall Painting.

Including these signage, SGA consists the family fridge, Deep Freezer
2c/s, 10c/s (solid dom and visi) cooler EBC, box which provided to the retailer
by the company after depositing the of chilling to the bottles. These SGA are
also taken from advertising time to time just like recently Coke is launching a
crown scratch coupon system in which file member, have to be tally by file
consumer for getting or winning the price.

Current Status Of Coca-Cola

Coca-Cola India will buyout bottler who do not want to be part of the
bottle joint venture CEO and president of Coca Cola India, Mr. Donald Short-in
his maiden interview to the press after taking over charge told that though the
company had asked a lot its bottlers to partner it, many of them preferred to
remain independent.

Coca Cola has eight large consolidated bottlers around the world. Coke
own equity stakes in them and allows these bottlers to expand gradually.

49
 SALES PUSH BY COLLEGES & EATERIES

Many eatery were easily influenced by the company which provides them
with better facilities. There was a tendency to push the product of company
which ever offered them with better schemes or benefits.

If the company want to increase their sale in the region then company
have to install their cool zones in every eatery and the supply of each brand must
be there.

In this region there must be at least of the company's cool zone because
there are a large number of teenagers, who prefers cold drinks.

Advertising strategies and schemes to promote the sales:-

The importance of promotion can't be overlooked in the field of

marketing.

Pepsi seems to be out spending Coca Cola when it comes to the wall
painting and signboards with blue color dominating the major places of the city.

Advertising materials such as Glow signs, Signboards, wall painting, wall

clocks, Racks, Fridge are some SGA's where Pepsi is spending a lot. So I would
like to suggest that I company have to increase the expense on advertising
materials to improve their sale.

50
 Some owners said that we only on the schemes provided by the company,
if they get good schemes they can push the sales of any brand. So I would like to
suggest the company must ensure to start new schemes and create awareness for
the product to improve the sales.

Salesman at the delivery van tends to be inconsistent on certain matters

like the concept of scheme & broken bottles. When dealing with the shop and the
eatery owners some salesman supply the bottles according to the schemes &
exchange the bottles, while some do not.

Company Representation: -

Many owners confirmed that company representatives "Don't come when

called repeatedly" While some said that they comes once in 3 or 5 days.

The company must ensure that the representatives do visit an outlet at least
once or twice in a week to listen and to attend the complaints.

51
 THE PRODUCTS OF THE COCA-COLA IN INDIA

ACCORDING TO THE FLOVOURS

FLAVOURS

BRANDS COLA LEMON ORANGE MANGO WATER SODA

COKE A

THUMS- A
UP

LIMCA A

FANTA A

SPRITE A

MAAZA A

KINLEY A A

Note : 'A' Tends to available flavours.

52
ACCORDING TO THE SIZE

BRANDS 200ml 250ml 300ml 500ml Can 1 ltr 1.5ltr 2 ltr

Coke A A A A A A

Thums- A A A A A A
up

Limca A A A A A

Fanta A A A A A

Sprite A A A A A

Maaza A A

Kinley A A
water

Kinley A A
water

NOTE :- 'A' Tends to available size.

53
 CHAPTER-4
RESEARCH METHODOLOGY

54
 Chapter 4
ANALYSIS AND INTERPRETATION
OF DATA

55
 AREA WISE SALES OF COCA-COLA COMPANY

HARIP
NA KHEIA SANJAY ARWA DAYA LOHA BHAGWA MAN
ME MODE PLACE T L BAG MANDI N TAKIES TOLA

SA
LE
S 9500 46050 38600 23450 24450 42000 32200

SALES

9500 KHEIA MODE

SANJAY PLACE
32200
HARIPARWAT
46050
DAYAL BAG
42000
38600 LOHA MANDI

BHAGWAN TAKIES

24450 MANTOLA
23450

56
SIZE OF VISI-COOLER IN 250 OUTLETS.

2% 1%
20C/S
8% 7%
9C/S

7C/S
82%
4C/S

2C/S

57
IS PRE-SELLING GOOD OR THERE IS SOME GAP AT THE
DELIVERY TIME OF THE PRODUCTS?

20%

80%

GOOD.

SOME GAP.

58
HOW MUCH OUTLETS HAD THE VISIBILITY PRODUCTS?

250

200

150

100

50

0
BOARD FLENGE RACK TABLE TOP
Y 105 36 30 90
N 145 214 220 160

59
LEADING BRAND OF THE COCA-COLA COMPANY
ACCORDING TO THEIR PREFERENCES.

THUMS UP
8%
7% COCA COLA
6%
SPRITE
14%
63%
LIMCA
FANTA
2%
MAZZA

60
CHANNEL OF THE COCA-COLA COMPANY CONSIDERING
SURVEYED (250) OULETS.

E&D
5%

CHANNEL
GROCERY
29%

CHANNEL
CONV.
66%

61
OULETS BELONGS TO WHICH CLASS MADE BY THE
COMPANY?

19 DIAMOND
92
83 GOLD
56 SILVER

BRONZE

62
 FINDINGS

FINDING FROM SURVEY

 Most of the retailers associates themselves with coke.

 Retailer love more crates of coke then Pepsi & other.
 Coke products sell more then Pepsi.
 Retailer if give equipment promises to stock more of coke is products.
 The demand is the market among the consumers is mostly skewed towards
Coca Cola company's products.
 Both the companies are promotion schemes related material & SGA.
 Schemes do not reach to all the outlet holders honestly.
 Executive should visit the market accessional so they know the problem of
retailer & try to salve them.
 Company should try do some thing new in case of 500ml in cases the
demand in this must.

63
FINDING OF ADVERTISEMENT

 Mainly Coca Cola in LUCKNOW is advertised through out door & than it
advertise & some media of advertisement are as follows used by Coca
Cola.
 P.O.P. Materials
 Dealer's Boards
 Hoardings.
 Glow Signs
 Umbrella
 Posters
 News Paper
 Wall Printing

So presently the most power full source of aware ness is T.V. advertisement
because 87% customer know the schemes by this source of media.

FINDING OF PRICE

Price is charged in the market by the retailer Rs. 8 per bottle on the
customer & at the cinema halls, restaurants & hotel charged higher price range
Rs. 7 to 10 per bottle.

FINDING ON DISTRIBUTION

Distribution is effective but leaders & route sales person behalf rudely
some times they have developed a complement attitude.

Complaints of retailers are not communicated to the company proper.

64
 Sales person do not take linkage & broken where as Pepsi change
promptly.

REGRADING THE TRAINEES

 The trainees are taken as outsider the thinking should be removed this will
the dissatisfaction & no dedication with in the summer trainees.
 Through I do agree with that the M.D. and D.G.M. (Sales & other head
officers are mush busy what they are should give few moments from
where precious time has summer trainees to meet them this win motivate
encourage & satisfies the summer trading & bring loyalty with in them.
 The summer trainees are working for the organization so they are as the
family members of cared such as executive's expanses & their problem
this will provide lose encouragement effectiveness & efficiency in this
work.

65
66
 Chapter 5

CONCLUSION AND SUGGESTION

67
 CONCLUSION

The comprehensive and the detailed study beverage industries are based
on the market survey. Data collection and analysis of potential demand and
future propose of beverage in the LUCKNOW region. The data collection is so
as determine the market share, sales, volume market segmentation and there
contribution to total sales.

The study shows that Thumps up captures most of the cold drinks market
share as it is the old and trusted name in Indian market Limca, Maaza, Sprite
were doing well in these sectors where as the performance of the coke wad very
poor.

It clearly shows that to lift the market of coke brand more special schemes
are required along with few new improved marketing plans for it.

Although the presence of high percentage of pesticides found in the cold

drinks had affected the market of cold drink a little bit, hut if that might have
been the case then sales of pepsi would also had gone down.

It was also seen that supply of coke is also good Pepsi.

Although scheme launched on coke were less in no or frequency than the

scheme launched by Pepsi on its products.

Distribution channels are needed to be maintained properly with out any

delays in shooting out the troubles.

More emphasizes should there on right time delivery.

68
Segment Covered: -

1. Hotel
2. Restaurant
3. Pan shop
4. Sweet shop
5. P.C.O. Center
6. Canteen
7. Dhaba
8. Fruit store
9. General store
10.Confectionary
11.Tea shop
12.Lassi & Cold Drink Center

69
 RECOMMENDATIONS

If you are complacent for even a few day in as volatile market as soft
drinks you are out of competition. Especially in a competitive market place as
LUCKNOW and India as a whole where canny adversaries never let a slip pass
them by that's exactly what is happening to one of the soft drink Coca Cola in
LUCKNOW.

After entering the market aggressively in early time after re-entering in

India Coca Cola is now sitting back and expecting the sale to happen without
smarting up the things. Coca Cola sales depends a lot on its brand name and less
on it marketing tactics and strategy. Its marketing division in LUCKNOW is said
to be working but not upto the standards expected of them.

It can't afford to let the things happen naturally because of aggressive

marketing and advertising camping by the competitor Pepsi. Situation in
LUCKNOW is such that market share is slipping from that hand of Coca Cola
towards Pepsi. Coca Cola should become widely awake and alert. If Coca Cola is
going to rise to the occasion and accept the challenges then Pepsi can easily be
relegated to the single digit market share in LUCKNOW.

Pepsi getting sales less because of its brand image and more because of its
strong distribution channel and hearing of retailer complaint (it is a type of
business). So Coca Cola shouldn't be effected by market myopia otherwise in
coming future it will have hard even to maintain its present market share in
LUCKNOW.

70
 Coca Cola should come out of hand shell hibemation and should try to
grab the share of the consumer's mind that it had served up to its competitor by
default.

Brand should be synchronized with localized events and traditions. Instead

of harping on its global lineage, it should try to plug into ethnic festivals, use the
vernacular in different parts of city and blend into the local fabric.

On the ground activity is critical company should keep generating

activities and increase consumption opportunities. The idea is to dance the
consumer.

The some of the action expected on part of coke is as follows.

LOCAL ACTION

TO do all these both national campaign as well as local campaigns be

launched. Coke should to hire local people who have experience in selling
consumer products. And shouldn't wholly rely on outside always. It should try to
create a bond with the customers through small but high impact events. It should
try to endear itself with young people the largest consumer of soft drinks. Coke
should try to sustain campaign. The campaign shouldn't be occasional burst of
activities.

EMPOWERMENT

Coke should empower its LUCKNOW unit with flexibility. Every

manager and sales person should have the authority to take whatever step he or
she feels will make consumers aware of the brand and increase its consumption.

71
 For example in LUCKNOW sponsoring of Quality competition in the
areas of Muslims and a free sip of the coke in the pandal of KRISHANA
JANMASTHAMI for Hindus might help the brand. The fact that Coke had never
adopted that track India. All coke should do is to give people budgets within
when to work. No question should be asked for what they do. The company
should be performance oriented and should ask for results. The company should
have a lot of confidence in its sales force and generally this type of attitude flows
from the top.

CHANNEL MANAGEMENT

Coca-Cola's conflicts with its bottlers should be minimized and a

relationship should be developed with its bottlers that enables it to work in
tandem with them Coca Cola conflicts with its bottlers have finally settled down
to a pattern that its global experience understands. Coca Cola India is floating
two subsidiaries, where Coca and Hindustan Cola, which will act as holding
companies for most of its bottling operation. CEO Mr. Donald W. Short has
given and option of total sell out of its bottlers if they are unwilling to from a
joint venture and has agreed to get the appraisal done by the third party.

The things should out soon.

Finally its fact that LUCKNOW loves Coke and has got more than half
regions soft drinks market. So it needs to get going with its brand image and
leave Pepsi more for behind in the fizzy in LUCKNOW.

72
 SUGGESTIONS

Doing a survey on market provides a lot of insight into the dynamics of

the market place and with it valuable insights were also into the psyche of owner.

SUPPLY

The demand of Thumps up far the supply especially in case of 200ml and
500ml bottles. Few shop owners claimed that many a times no supply is made
for two or more days. Some of the brands are in great demand but the supply is
not appropriate according to the demand.

Sometimes the delivery vans of coca-cola starts late from the distributor
point and that of rivals reach early. So, eateries which generally serve soft drinks
in a glass buy the soft drinks from the delivery van which arrives first.

73
 SUGGESSTION TO IMPROVE SALE

There is great of supply in interior areas as van can not approach For this
there is a need to open a SUB AGNECY in the area. The sub agency will supply
in the interior areas through three wheelers and other mode. This is a great
advantage. The second advantage of opening sub agency is that it will reduce the
much work load of parent agency and can over near by areas effectively and
efficiently.

A combination strategy is more useful then the isolated efforts to carry on

entire push or pull strategy. By aiming at two The marketer aims at benefiting
the resellers and attracting the personal selling which precedes the pull strategy
i.e. consumer demand has already been created.

1. Every one in trade in putting up good displays.

2. The better your displays, the more customers buy.

3. You get more customers more sales, more profit. This is especially true
soft drinks. Where more then 70% sales a re made on impulse.

4. Must maintain the display.

5. Every Grocery shop must have a "your cool zone section".

6. ALL MERCHANDISING MATERIAL must be displayed in this section

in the store.

7. Full stock of all brands flavors packs should be available.

8. Your relationship with retailer is not just about expanding the business
together but he should be integral part of the company.

9. Availability should be checked time to time.

10. Increase the quantity of sales generating assets.

74
 It is quite easy to see or observe that today soft drink market is very fast
and it is getting more & more tougher so if you are complacent for even if you
days in as volatile market place like LUCKNOW, or whole of India. That exactly
what is happening to the market position of coca cola in these particular market
coca cola sales strategy. As for as it is considered with the market strategy of
coca in LUCKNOW. We could say that its working is hot up to standardized.

Finally I will want to suggest that there are so many possibility in coming
years that many companies will launches thus in product like as at present
Hindustan liver ltd. (well established company) is launching the soft drink
(namely Lipton ice tea) and supplying to island. Due to the high cost of
manufacturing this products can not be consume in India at high price. So it is
also be possible that this products may be sold at lower price by minimizing the
cost of manufacture in India. Thus both Cola companies will have to face this
problem.

75
76
QUESTIONNAIRE

(For selling and distribution)

Q.1 Which company product do you sell?

Coca Cola ( ) Pepsi ( ) Both ( )

Q.2 Which category of coca cola do you purchase?

200ml ( ) 300ml ( )

500ml ( ) 2 liter ( )

Q.3 How many crates do you purchase in a day?

............................................................................................................

Q.4 How many cartoons of pet do you purchase in a day?

500ml ( ) 2 liter ( )

Q.5 Are you satisfied with the distributor of your area?

Yes ( ) No ( )

Q.6 Which company gives you better service?

Coca Cola ( ) Pepsi ( )

Q.7 Are you satisfied with the current pricing structure of Coca Cola?

Yes ( ) No ( )

Q.8 What is the frequency of supply vehicle visit at your shop?

(a) Once in a day ( )

(b) Once in two days ( )

(c) Once in three days ( )

(d) Weekly ( )

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Q.9 do you get the required brand from the supply van?

Always ( ) Sometimes ( ) Never ( )

Q.10 Do you recognize your company person?

Distributor Sales Executive Area Sales

Manager Manager

By Face

By Name

Q.11 Do you get proper scheme?

Regular ( ) Some time ( )

Q.12 Your suggestions for improvement of sales and distribution.

......................................................................................................................

......................................................................................................................

Q.13 Outlet Name :............................................................................

Q.14 Address :............................................................................

Q.15 Phone No. :............................................................................

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 Chapter 7
BIBLIOGRAPHY

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WEBSITES

 www.en.wikipedia.org
 www.google.com
 www.coca-cola.com

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