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TO STUDY PROMOTIONAL STRATEGIES OF COCA COLA PRODUCTS
ROLL NO. 20080246
SECTION – B
Every endeavor undertaken to accomplish challenging goals, can only be successful under the experienced and encouraging guidance. Therefore it has been my privilege to get the benefit from many quarters. My heartfelt thanks to Swami ( Dr. ) Parthasarthy (Chairman), for giving me a golden opportunity for doing the dissertation work as per the specialization area. I express my sincere gratitude to our Director sir, Prof. Dr T.S. Sindhwani for his valuable suggestions and ideas. I also thank Prof. Vidya Iyer and Prof. Bikram Dutta for being supportive at all time during my dissertation work. I would also like to extend my thanks to Prof. Rajiv Tiwari ( Faculty Marketing) who always helped in the true sense to solve my queries and always guided me at each step during the dissertation period for the successful completion of my project. My appreciation run deep to all those who have helped me directly and indirectly in successful completion of the dissertation.
TABLE OF CONTENTS
3.COMPANY PROFILE 4.BRANDS 5.COPETATIVE AREA 6.PROMOTION MIX
7.SALE AND PROMOTION STRATEGY OF THE COMPANY
11.KEY SUCCESSOF THE COMPANY
1.To study the promotional mix of coca cola products.
2.To study the promotional strategies adopted by coca cola products.
3. To analyze the impact of the strategies on the awareness and sales of coca cola.
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of...