Assignment on

Factor infuencing consumers buying pattern towards

soft drinks in Bangladesh: A study on COCA-COLA
Marketing management (mkt 201)
Submitted to
Mahmud Zubayer
Assistant professor
Department of Business Administration
Submited by:
ame: !D:
Biplab kar 2010-2-10-228
Tanmoy Basak 2013-1-10-064
Amit Dey 2013-1-10-074
Md. akik !r e"a 2013-1-13-081
Submission date: 20th "u#y 201$%
&ab#e of 'ontent
!ntrodu(tion)
0*
+b,e(ti-e of the study
0*
Methodo#ogy
0*.0/
Strengths 0 1eakness of the brand from image perspe(ti-e
0/.02
S3+& ana#ysis
04.05
6a(tor inf#uen(ing (onsumers buying pattern
05.11
Marketing Mi7
11.1$
Data ana#ysis and interpretation
1$.12
8e(ommendation
14.20
'on(#usion
20
Sour(e
21
A(kno1#edgement
#irst o$ all% &e &o'ld like to t(ank o'r le)t'rer Mr.Ma(m'd *'bayer+ &e are ,rate$'l to (im
$or (is )ooperation in preparin, t(is report. -is proper ,'idan)e . (elp$'l attit'de (elp 's to
make t(is report.
/e like to ,i0e t(anks espe)ially to o'r $riends and many indi0id'als $or t(eir ent('siasti)
en)o'ra,ement and (elps d'rin, preparation o$ t(is report.
1ast b't not t(e least% &e are pro'd and $eelin, l')ky eno',( to (a0e s')( ni)e members in
o'r ,ro'p. /e (a0e a stron, bondin, o$ 'nderstandin, &(i)( (as made o'r e$$ort s'))ess$'l
and remarkable.
97e(uti-e Summary
2o)a-2ola is a )arbonated so$t drink sold in stores% resta'rants% and 0endin, ma)(ines
t(ro',(o't t(e &orld. 3t is prod')ed by T(e 2o)a-2ola 2ompany o$ Atlanta% 4eor,ia% and is
o$ten re$erred to simply as 2oke 5a re,istered trademark o$ T(e 2o)a-2ola 2ompany in t(e
!nited 6tates sin)e Mar)( 27% 17448. 9ri,inally intended as a patent medi)ine &(en it &as
in0ented in t(e late 17t( )ent'ry by :o(n ;emberton% 2o)a-2ola &as bo',(t o't by
b'sinessman As a 4ri,,s 2andler% &(ose marketin, ta)ti)s led 2oke to its dominan)e o$ t(e
&orld so$t-drink market t(ro',(o't t(e 20t( )ent'ry.. T(is marketin, resear)( paper aims at
e<plorin, t(e $a)tors 'sed in sele)tin, t(e de$a'lt )ons'mer o$ 2o)a-)ola. A s'r0ey &as
)ond')ted amon, t(e di$$erent a,ed and pro$essional people &(o drink 2o)a-)ola. 6')( as
)olle,e st'dents% 'ni0ersity st'dents% and ot(ers. A total o$ =4 respondents &ere inter0ie&ed.
3n analy"in, data% des)ripti0e statisti)s &ere 'sed. To identi$y t(e $a)tors related to t(e
sele)tion o$ di$$erent )ons'mers% $a)tors analysis &as )ond')ted. 2o)a-)ola tar,ets yo'n,
,eneration% additional yo't( )ons'mers enter t(e market e0ery year% &(i)( pro0ides ade>'ate
)ons'mer base. #or t(ese de)ades% )(an,in, so)ietal )on)erns% attit'des% and li$estyles be)ome
important trends t(at $or)e t(e so$t drink ind'stry?s b'siness en0ironment to )(an,e. As it
tar,ets t(e yo'n, ,eneration try to satis$y t(e )'stomers by impro0in, its prod')ts.
!ntrodu(tion
1%1 Ba(kground of the study
2o)a )ola is t(e oldest brand in Ban,lades(. #rom t(e last =0 year 2o)a )ola (as been
marketin, its prod')ts t(ro',( lo)al representati0es o$ Ban,lades(. -o&e0er% no& it is
marketed by Abd'l Monem 1imited it marketed )o)a )ola 'nder t(e a't(ority o$ t(e 2o)a-
2ola 2ompany% !6A 5trademark o&ner8. Abd'l Monem 1imited is t(e distrib'tor o$ 2o)a-
2ola% 6prite and #anta in Ban,lades(. 6o$t drinks brand 2o)a 2ola last year anno'n)ed plans
to start its o&n sales and distrib'tion operations in Ban,lades(.
1%2 S(ope of the study
T(is report is &ritten based 'pon t(e so$t drink ind'stry 29@A. B't basi)ally and more
spe)i$i)ally it is based 'pon )o)a-)ola. #rom t(is% &e st'died on )'stomer satis$a)tion to&ards
)o)a-)ola. T(ro',( t(e s'r0ey &e B'st try to $ind o't t(e attit'de to&ards )o)a-)ola in t(e
so$t drink ind'stry o$ Ban,lades(
+b,e(ti-es of the study
:rimary ob,e(ti-e
T(e broad obBe)ti0e o$ t(e st'dy is to meas're t(e )'stomer?s satis$a)tion to&ards 2o)a-)ola.
Se(ondary ob,e(ti-e
A. Meas're t(e le0el o$ )'stomer satis$a)tion &it( t(e di$$erent kind o$ so$t drink and
2o)a-)ola.
B. #ind o't )'stomer )(oi)e pattern.
2. 2'stomer desire and satis$a)tion le0el.
D. To $ind o't t(e )'stomer pre$eren)e $or t(is brand
Methodo#ogy of the study
T(e present st'dy is to meas're t(e )'stomer satis$a)tion le0el to&ards 2o)a-)ola. T(is st'dy
e<amines t(e satis$a)tion le0el to a 0ariety o$ $a)tors.
Sour(es of data
T(is st'dy is based on bot( primary and se)ondary data.
:rimary dataC 6tr')t'red >'estionnaire (as been 'sed to ,et data to 'nderstand
)'stomer?s attit'des . be(a0ior to&ards so$t drinks on 2o)a-)ola. T(e respondents
&ere )(osen randomly in respe)t o$ di$$erent so$t drinks t(ey pre$er to 'se.
Se(ondary dataC To )olle)t in$ormation &e sear)( internet% read ne&s paper% and 'tili"e
personal obser0ations.
;imitation
T(e st'dy )a'sed some di$$i)'lty. D'rin, t(e s'r0ey o'r s'r0eyors $a)es some )onstrains. T(e
limitations areC
1. 1a)k o$ pra)ti)al kno&led,e o$ bot( inter0ie&er and )'stomers 5respondents8.
2. 1a)k o$ 'nderstandin, bet&een )'stomers and inter0ie&ers.
3. 2'stomer?s 'n&illin,ness to response.
4. 2on0enien)e )osts.
=. Do pre0io's resear)( report &as a0ailable on 2o)a-)ola and t(at &as t(e limitation on
o'r literat're re0ie&.
6. 1a)k o$ s'$$i)ient time
Strengths 0 3eakness +f &he Brand 6rom An !mage :erspe(ti-e
6tren,t(
2o)a-)ola main )ompetitor is ;epsi t(ey kno& systems% net&orks% )onne)ti0ity% pro,rammin,
and also data mana,ement. Eo't( and 0itality is t(e main idea t(at t(e ;epsi brand tries to
e<press% and t(e bottle desi,n (elps t(e brand asso)iate &it( yo'n,. ;epsi restyles its )ans &it(
a series o$ 3= ne& desi,ns. 9n ;epsi &ebsite% ea)( t(eme (as its o&n 0ideo )lips &(i)( )an be
do&nloaded $or $ree and ot(er $eat'res to attra)t )ons'mers &it( t(e p'rpose o$ representin,
t(e $'n% optimisti) and yo't($'l spirit Fo$ ;epsi. ;epsi also 'se m'si). T(ere dire)t sales $or)e
maintains relations(ip )'stomers one by one.
3eakness
;epsi is no& sold in more t(an 160 )o'ntries aro'nd t(e ,lobe% b't it still (as a &eakness in
t(e international be0era,e market be)a'se it entered later into t(is arena t(an 2oke. ;epsi (as
tried to enter t(is market by tryin, to do in t(ree years &(at took 2oke =0 years to do.
De0ert(eless% ;epsi (as to spend years Fto mat're simply d'e to 2oke?s dominan)e in t(e
international market and t(e stron, ties t(at 2oke (as de0eloped &it( t(ese markets and t(eir
,o0ernments.G &(en marketin, its prod')ts% ;epsi 'tili"e )elebrity endorsement mostly &(i)(
bored some )ons'mers d'e to la)k o$ no0elty. 2on0ersely% t(e s'))ess o$ $res( and )reati0e
ad0ertise (as )onsistently (elped 2o)o-2ola attra)t and retain )'stomers.
Market share
Bein, t(e bi,,est )ompany in t(e so$t drink ind'stry% 2o)a 2ola enBoys t(e lar,est market
s(are. T(is )ompany )ontrols abo't =7H o$ t(e &orld market.
Market Share By Area
2o)a 2ola is t(e &orld-reno&ned so$t drink and t(e )ompany is )'rrently operatin,
t(ro',(o't t(e &orld. T(e &orld &ide total is abo't 17.8 billion.
T(e operation re0ie& a))ordin, to t(e se,ments is as $ollo&s.
+peration 8e-ie1
52002 &orld&ide 'nit )ase 0ol'me by operatin, se,ment8
D9T-
AMA32A
1AT3D
AMA32A
A!9;A .
M3DD1A AA6T
A63A A#32A
30H 2=H 22H 17H 6H
S3+& Matri7
Strengths
1. 3nternational brand ima,e o$ 2o)a 2ola
2. Te)(ni)al e<pertise and .D pro0ided by international a't(ority o$ 2o)a 2ola
3. Dation&ide distrib'tors(ip dri0en by (i,(ly moti0ated &ork$or)e
4. Ial'e )(ain inte,ration t(ro',( t(e e$$i)ient 'se o$ t(e ot(er b'siness entities o$ t(e ,ro'p%
s')( as t(e prod')ts o$ 34199 6',ar is 'sed as a base in,redient in 2o)a 2ola.
3eakness
1. 90er dependen)y on t(e international 2o)a 2ola a't(ority.
2. Do room $or )ra$tin, brand le0el strate,ies )on)ernin, t(e be0era,e 2o)a 2ola
+pportunities
1. At present% AM1 only bottles and distrib'tes only t(ree brands o$ be0era,es J 2o)a 2ola%
6prite and #anta. 3t is al&ays possible to introd')e ot(er &orld $amo's 2o)a 2ola brands like
Bislery 5Drinkin, /ater8% Maa"a 5Man,o Drink8 and ot(ers.
2. AM1 )'rrently )an distrib'te its be0era,es only in 2(itta,on,% @('lna% 6yl(et and Baris(al
Di0ision. T(e a)>'isition o$ t(e distrib'tors(ip o$ t(e &(ole Ban,lades( &ill be a ,reat
opport'nity $or AM1.
&hreats
1. T(e e0er risin, n'mber o$ ne& entrants in t(e b'siness.
2. Darro& band o$ be0era,e prod')t line )ompared to t(e )ompetitors.
3. Dominan)e o$ s'bstit'te be0era,e prod')ts like $r'it B'i)e.
6a(tor inf#uen(ing (onsumers buying pattern
Definition of Buying Beha-iour:
B'yin, Be(a0io'r is t(e de)ision pro)esses and a)ts o$ people in0ol0ed in b'yin, and 'sin,
prod')ts. 2ons'mer B'yin, Be(a0io'r re$ers to t(e b'yin, be(a0io'r o$ t(e 'ltimate
)ons'mer.
T(ese $a)tors )a'se )ons'mers to de0elop prod')t and brand pre$eren)es. Alt(o',( many o$
t(ese $a)tors )annot be dire)tly )ontrolled by marketers% 'nderstandin, o$ t(eir impa)t is
essential as marketin, mi< strate,ies )an be de0eloped to appeal to t(e pre$eren)es o$ t(e
tar,et market
A (onsumer<s buyer beha-iour is inf#uen(ed by four ma,or fa(tors:
1) 'u#tura#)
2) So(ia#
=) :ersona#
$) :sy(ho#ogi(a#%
2ons'mer?s b'yer be(a0io'r and t(e res'ltin, p'r)(ase de)ision are stron,ly in$l'en)ed by
)'lt'ral% so)ial% personal and psy)(olo,i)al )(ara)teristi)s. An 'nderstandin, o$ t(e in$l'en)e
o$ t(ese $a)tors is essential $or marketers in order to de0elop s'itable marketin, mi<es to
appeal to t(e tar,et )'stomer.
'>;&>8A;: $a)tors in)l'de a )ons'mer?s )'lt're% s'b)'lt're and so)ial )lass. T(ese $a)tors
are o$ten in(erent in o'r 0al'es and de)ision pro)esses.
S+'!A;: $a)tors in)l'de ,ro'ps 5re$eren)e ,ro'ps% aspirational ,ro'ps and member ,ro'ps8%
$amily% roles and stat's. T(is e<plains t(e o'tside in$l'en)es o$ ot(ers on o'r p'r)(ase
de)isions eit(er dire)tly or indire)tly.
:98S+A;: $a)tors in)l'de s')( 0ariables as a,e and li$e)y)le sta,e% o))'pation% e)onomi)
)ir)'mstan)es% li$estyle 5a)ti0ities% interests% opinions and demo,rap(i)s8% personality and sel$
)on)ept. T(ese may e<plain &(y o'r pre$eren)es o$ten )(an,e as o'r Ksit'ationL )(an,es.
:S'?+;+@!'A;: $a)tors a$$e)tin, o'r p'r)(ase de)ision in)l'de moti0ation 5Maslo&Ls
(ierar)(y o$ needs8% per)eption% learnin,% belie$s and attit'des.
Buying de(ision pro(ess:/(en p'r)(asin, any prod')t% a )ons'mer ,oes t(ro',( a
de)ision pro)ess. T(is pro)ess )onsists o$ 'p to $i0e sta,esC
- 6ta,e 1C problem re)o,nition%
- 6ta,e 2C in$ormation sear)(%
- 6ta,e 3C e0al'ation o$ alternati0es%
- 6ta,e 4C p'r)(ase de)ision
- 6ta,e =C post p'r)(ase be(a0io'r.
T(e len,t( o$ t(is de)ision pro)ess &ill 0ary. A )ons'mer may not a)t in isolation in t(e
p'r)(ase% b't rat(er may be in$l'en)ed by any o$ se0eral people in 0ario's roles. T(e n'mber
o$ people in0ol0ed in t(e b'yin, de)ision in)reases &it( t(e le0el o$ in0ol0ement and
)omple<ity o$ t(e b'yin, de)ision be(a0io'r.
6igure 1: 6o$t Drinks p'r)(aser de)ision-makin, pro)ess and maBor in$l'en)e $a)tors
eference !roup: "ewest
Fate
#rice
A$ailabili
ty
#roposition
%nfuences Fla$or
Post-purchase
Need
Recognitio
Information
Searc
Alternativ
e
Decision
Making
Evaluation Behavior
%nter #ersona
%nfuence
Marketing Mi7 of 'o(a.'o#a in Bang#adesh
2o)a-2ola (as a )ompetiti0e marketin, mi< like ot(er so$t drinks be0era,es (as in
Ban,lades(. T(is marketin, mi< is listed belo&C
:rodu(t
2o)a-)ola sele)ted prod')t is 2o)a-2ola (a0e di$$erent si"es. T(ey (a0e no& bottle as &ell pet
bottle. 2o)a-2ola also (as 600 and 1000 ml pet bottles. 3n addition% t(ey also (a0e 1.= And
1.2= liter o$ pet bottle and in t(e re)ent past t(ey introd')ed into t(e market 2 liter pet bottle. 3t
(as also 2=0ml o$ )an 2o)a-2ola.
/(at in 2o)a-2ola
2arbonated /ater %-i,( #r')tose 2orn 6yr'p %2aramel 2olor %;(osp(ori) A)id %Dat'ral
#la0ors% 2a$$eine
:ri(e
Abd'l Momen 1imited al&ays tries to keep a standard pri)e o$ 2o)a 2ola bottles it also o$$ers
promotional dis)o'nts% allo&an)es% )redit terms and payment period $or t(e stores and
esta'rants. 2o)a 2ola% $'rt(ermore% o$$ers dis)o'nts in a $amily si"e bottle $re>'ently.

T(e retail pri)e o$ t(e be0era,e prod')ts are ,i0en belo&C
:rodu(t !tem Auantity per pa(k :ri(e
'o(a.'o#a
400 ml
600 ml
1000 ml.
12=0 ml
2000 ml
20tk
32.00 Tk
==.00 Tk
60.00 Tk
70.00 Tk
:epsi

600 ml
1000 ml.
12=00 ml.
2000ml.
32.00 Tk
==.00 Tk
60.00 Tk
7=.00 Tk
:#a(e
Distribution 'hanne#:
6igure: Distribution 'hanne#
T(e )ompany &ill establis( an e<tensi0e distrib'tion )(annel $or all brand o$ )o)a-)ola
)ompany to make it a0ailable t(ro',(o't t(e )o'ntry. 3t &ill b'ild si< distrib'tion )enters
5A,ent8 in t(e se0en di0isions o$ Ban,lades(C D(aka% 2(itta,on,% 6yl(et% aBs(a(i% @('lna%
and Baris(al and an,p'r #rom t(ese distrib'tion )enters% t(ey &ill s'pply t(e )o)a-)ola .
ot(er brands to di$$erent distri)ts dealers. #rom dealers% t(e sales representati0es &ill s'pply
retail s(ops 5small and me,a8 on t(e basis o$ t(eir demand. T(e small traders &ill p'r)(ase
2o)a-2ola dire)tly $rom t(e dealers.
:romotion
;romotion means a)ti0ities t(at )omm'ni)ate t(e merits o$ t(e prod')t and pers'ade tar,et
)'stomers to b'y it. A))ordin, to 2o)a-2ola promotion is one o$ t(e maBor tools o$ marketin,.
A ,ood &ay o$ promotin, a prod')t not only (elps to in$l'en)e and moti0ate people to b'y it
b't also ,i0e a ,ood impression abo't a )ompany and it prod')ts.
Sa#es :romotion
&anufact
ue
Agent 'ealers
etailer
Consumer
6ales promotion in)l'des marketin, a)ti0ities-ot(er t(an personal sellin,% ad0ertisin,% and
p'bli) relations- t(at stim'lates )ons'mers% trade and dealer e$$e)ti0eness. 6ales promotion
)an be aimed at end )ons'mers% trade )'stomers% or )ompany?s employees. 2o)a-2ola o$$ers
all o$ t(ese sales promotions e0ery year $or 0ario's p'rposes. 2o)a-2ola s sales promotion
tools in)l'de $ree samples.
6ales promotion is ,enerally a s(ort r'n tool 'sed to stim'late immediate in)rease in demand.
#re>'ently 2o)a-2ola 'ses sales promotion to impro0e t(e e$$e)ti0eness o$ t(eir promotion
mi< in,redients% espe)ially ad0ertisin,. esear)( s(o&s t(at sales promotion )omplements
ad0ertisin, by yieldin, $aster sales responses.
'S8 program

3n 22 Mar)( 2012% 0ol'nteer $or Ban,lades(% t(e 0ol'nteer &in, o$ :AA49 #o'ndation
stepped in to )lean 'p t(e Banani 1ake in its ann'al /orld /ater Day )ampai,n. T(is year t(e
)(allen,e lasted $or t(ree days and t&o ni,(ts% and &as sponsored by 2o)a-2ola Ban,lades(
and obi A<iata 1imited. T(is year t(e )(allen,e lasted $or t(ree days and t&o ni,(ts% and &as
sponsored by 2o)a-2ola Ban,lades( and obi A<iata 1imited. 9ne parti)ipatin, team &as
sele)ted $rom 11 distri)ts a)ross Ban,lades(% namely Barisal% 2(itta,on,% D(aka% #eni%
4a"ip'r% :(al'kat(i% @('lna% Darayan,anB% aBs(a(i% an,p'r and 6yl(et.
Data Ana#ysis and !nterpretation
#or t(is part o$ t(e report( we )ond')t a s'r0ey on t(e so$t Drinks )ons'mers &(o li0ed in
D(aka. T(e M'estions are di0ided into $o'r se)tions $or an e$$e)ti0e analysis+ one is
)on)ernin, abo't M'ality% #la0or and Taste% se)ond one is abo't Brand% and t(ird one is abo't
;ri)e and last one is abo't ;rod')t A0ailability) After *nishing the sur$ey( we $o'nd t(e
$ollo&in, $indin,sC
+) 4ender


#indin,sC $rom t(e table it is seen t(at o't o$ =4 respondents% 77.6H male and 20.4H $emale.
6o it )an be said t(at t(e 'ser ratio o$ male is ,reater t(an $emale 'ser ratio.
,) Age range-

#indin,sC t(e most so$t drink )ons'mer a,e ran,e is
20-2= years. T(ese a,e ran,es )ons'me at least
=7.3H so$t drinks.
Se
Fre.uenc
y #ercent
/alid
#ercent
Cumulati$e
#ercent
/alid &ale 01 23)4 23)4 23)4
Femal
e
++ ,5)0 ,5)0 +55)5
6otal
70 +55)5 +55)5
Age
Fre.uenc
y #ercent
/alid
#ercent
Cumulati$e
#ercent
/alid +7-
,5years
+2 1+)7 1+)7 1+)7
,5-
,7years
1, 73)1 73)1 35)2
,7-
15years
7 3)1 3)1 +55)5
6otal
70 +55)5 +55)5
3. /(i)( so$t drink
Fre.uency #ercent /alid #ercent
Cumulati$e
#ercent
/alid 2up +, ,,), ,,), ,,),
&o8o 0 2)0 2)0 ,3)4
&ountain dew +1 ,0)+ ,0)+ 71)2
Coca-cola ,+ 19)3 19)3 3,)4
#epsi 0 2)0 2)0 +55)5
6otal
70 +55)5 +55)5
#indin,sC $rom t(e table &e ,et t(e in$ormation t(at people drink )o)a-)ola 38.7H. T(is table s(o&s
t(e (i,( position o$ mo'ntain de&.
:Fig:+; &ost of all soft drinks in
Bangladesh is good according to
the .uality and taste
10< =trongly 'isagree
+0< 'isagree
,1< "eutral
+2< Agree
+0< =trongly Agree
#rom t(e $i,C 1 it?s $o'nd t(at
people do not satis$y abo't t(e
taste o$ t(e so$t drinks. /(i)( is a
34H person do not satis$y abo't
t(e >'ality and taste. And only
a0era,e people )an a,ree in t(is
>'estion.
#rom t(e $i,C 2 it?s $o'nd t(at
people are satis$y abo't t(e
taste o$ )o)a-)ola. /(i)( is a
26H person a,ree and
stron,ly a,ree.
And only $e& portion people
do not like t(e )o)a-)ola
N#i,C2O)o)a-)ola is t(e best drink o$ all ot(er
dinks
2< =trongly 'isagree
,1< 'isagree
+2< "eutral
,4< Agree
,4< =trongly
Agree
6o% $rom t(e abo0e in$ormation it is )lear t(at most o$ t(e )ons'mers are (ere to t(ink
positi0e abo't 2o)a-)ola and t(ey t(ink t(e ot(ers most o$ t(e so$t drinks tastes are not
in t(e satis$a)tory le0el. ;eople are (appy abo't t(e >'ality taste and $la0or o$ t(e 2o)a-
)ola.
#i,C 3 s(o&s people
are happy about the
coca-cola brandin,
&(i)( is 34H stron,ly
a,ree% 16H a,ree and
26H don?t kno& abo't
it. And 0ery $e& amo'nt
o$ people t(ey disa,ree.
6o it?s positi0e $eedba)k
$rom )ons'mer abo't
N#i,C3O T(e branding of coca-cola is best
amon, all ot(er so$t drinks.
05
17
15
,7
,5
+7
+5
7
5
2< =trongly +9<
,4< "eutral +4<
Agree 10<
'isagree 'isagree
=trongl
y
Agree
N#i,C 4O T(e brand )o)a-)ola )an $'l$ill my most
o$ t(e e<pe)tation
05
15
,5
+5
5
+2< +5< 0< 15< 05<
=trongl
y 'isagree "eutral Agree
=trongl
y
'isagre
e Agree
#i,C 4 s(o&s abo0e
a0era,e% people are (appy
abo't t(e coca-cola
brand.
And 0ery few amounts
of people think coca-
cola )annot $'l$ill t(eir
e<pe)tation.
B't in o0erall it?s a
positi0e rea)tion o$ people abo't t(e coca-cola
brand.
6o% $rom t(e abo0e in$ormation it is positi0e t(at most o$ t(e )ons'mers t(ink coca-cola is
t(e best brand abo0e all t(e ot(ers so$t drink brands. And t(ey also t(ink t(at is brand )an
$'l$ill &(at t(ey really &ant $rom a )lear so$t drink.
N#i,C =O 3 like to (a0e it &(ene0er 3 (a0e $ood and
sna)ks.
45
75
05
15
,5
+5
5
0< ,5< ,4< +0< 72<
=trongl
y 'isagree "eutral Agree
=trongl
y
'isagre
e Agree
#i,C = s(o&s people like to
(a0e coca-cola &(en t(ey
take $oodPsna)ks. More
t(an (al$ portions o$ people
stron,ly a,ree &it( it &(i)(
is =7H and 14H a,reed
&it( it. 6mall per)ent o$
people keeps ne'tral and
disa,ree.
#i,C 6 s(o&s% 34H
people remain ne'tral o$
(a0in, coca-cola as in
alternati0e o$ &ater. B't
(ere most people
disa,ree. B't 0ery small
per)ent a,rees.
N#i,C 6O 3 drink coca-cola as an alternati0e o$
&ater!
17
15
,7
,5
+7
+5
7
5
,4< ,4< 10< +5< 0<
=trongl
y 'isagree "eutral Agree
=trongl
y
'isagre
e Agree
#i,C 7 s(o& abo't 37H
people $ind coca-cola
e0ery&(ere. And 14H
stron,ly a,ree &it( t(is.
B't almost 26H and 10H
disa,ree and 34H remain
ne'tral &(i)( is (',e.
:*g: 2; % can *nd coca-cola in all
the retail store >
shops
+0< =trongly Agree
12< Agree
10< "eutral
,4< 'isagree
+5< =trongly 'isagree
5 ,5
05
#rom t(e abo0e in$ormation% it is state t(at coca-cola is $o'nd almost e0ery&(ere in t(e
market% and people like to (a0e it &(en t(ey take $ood or sna)ks. B't t(ey do not take coca-
cola as an alternati0e o$ &ater.
N#i,C 8O T(is )arbonated so$t drink 5coca-cola8 is e<pensi0e.
+5< =trongly 'isagree
0< 'isagree
42< "eutral
+2< Agree
0< =trongly Agree
#rom t(e abo0e )(art% &e $o'nd most o$ t(e people remain ne'tral abo't t(e pri)e o$ t(e
coca-cola.
B't abo't 17H people t(ink it?s e<pensi0e on t(e basis o$ lar,e >'antity. And 10H people
stron,ly disa,ree t(at coca-cola is not e<pensi0e
8e(ommendation
A $e& t(in,s t(at )an be done to make t(e retailin, more e$$i)ient% applied into )omes
to sales in)enti0es systems it )an be bene$i)ialC
Simp#i(ity:
Do not make in)enti0es $or t(e indi0id'al s(ops to sell or tra)k. 3t is de-moti0atin, to
(a0e to p'""le o0er in)enti0e systems% and salespeople &ill simply not bot(er to
de)ip(er )omple< r'les.
:ub#i(ity:
;sy)(olo,i)ally% a re&ard be)omes more e<)itement &(en it is &it(in rea)(.
;'bli)i"e ,i$t $or )ons'mer by ad0ertisement and )on0ersations so t(at salespeople
and )ons'mer kno& not only t(at t(ese are e<ist b't also t(at t(ey are attainable.
&he Big :i(ture:
emember t(at )ons'mer pro,rams arenLt t(e end-all o$ sales mana,ement. 6ales
moti0ation is (olisti)% en)ompassin, proper re)r'itment% trainin, and dire)tion as &ell
as in)enti0es. Moti0ation )omes not simply $rom t(e l're o$ tan,ible re&ards b't $rom
bein, treated &ell. ;ayin, attention to t(e &(ole pro)ess is t(e best t(in, yo' )an do
$or salespeople. 6o t(e salespeople &ill (appy to ,et t(e )o)a-)ola on t(eir s(op. 6o it
in)reases t(e a0ailability o$ prod')t.
Ad-ertise More J
:'st &(en yo' may t(ink itLs time to )'t ba)k t(e marketin, dollars% it s(o'ld probably
be ad0ertisin, more. 3t is &ise to in)rease marketin, e$$orts d'rin, slo&er sales periods
be)a'se t(ere is more )ompetition and $e&er )ons'mer dollars. 2onsider ne&spaper
ads% ma,a"ines% spe)ialty p'bli)ations and ot(er $orms o$ marketin,.
@enerate a BuBB J
/(ene0er anyt(in, note&ort(y (appens &it(in t(e b'siness% send a press release to
t(e media. T(e idea is to ,rab any $ree )o0era,e possible. 4et in0ol0ed &it(
)omm'nity e0ents. 2onsider (ostin, )lasses% meetin,s or ot(er net&orkin, e0ents in
t(e retail store. !se a 'ni>'e promotional e0ent to ,enerate a b'"" abo't on t(e
b'siness.
97amine Cour :ri(ing Strategy J
/(en p'r)(asin, and pri)in, prod')ts% be s're it is )onsidered t(e )ost o$ ,oods and
t(at t(e retail o'tlets is able to make a pro$it at t(at pri)e point. T(e prod')t pri)e
s(o'ld be )ompetiti0e% b't still pro$itable. !ltimately% t(e ri,(t pri)e is t(e pri)e t(e
)'stomer is &illin, to pay $or t(e prod')t.
'onne(t 3ith the 'ustomer J
A<)ellent )'stomer ser0i)e is t(e key to in)reasin, sales. 1isten to t(e )'stomer to
'nderstand t(eir needs and &ants. T(en ed')ate (imP(er abo't t(e prod')ts. #inally%
o$$er 0al'e-added ser0i)es and prod')ts. 2reate a mailin, list by askin, $or )onta)t
in$ormation $rom ea)( )'stomer.
'+';>S!+
2o)a-2ola no do'bt )ome t(e (eart beat o$ Ban,lades(. 2o)a-2ola is one o$ t(e leaders in
sponsorin, t(e most important% t(rillin, e0ents. A.,. 2ri)ket mat)(es% )on)erts and many ot(er
so)ial o))asions. 2o)a-)ola &ill de$initely try (arder to $'l$ill t(eir plan to in)rease sales and
,et more pro$it. /it( ad0ertisin, )ampai,ns% marketin, strate,ies% promotional strate,ies and
pri)e strate,ies% 2o)a-2ola (as )ome 'p &it( an e$$e)ti0e and e$$i)ient b'd,et plannin, to
)arry o't t(e a)ti0ities and 2o)a-2ola determines to a)(ie0e t(e obBe)ti0es in terms o$ pro$it%
sales and market s(are.
Sour(es
Data collection
/e 'sed to met(ods to )olle)t t(e dataC
Se(ondary data: /e (a0e )olle)ted t(e data $rom )atalo, and bro)('re o$ t(e )o)a-)ola
)ompany. A<ternal data t(at &e (a0e )olle)ted $rom 3nternet are ,i0en on t(e net.
:rimary dataC ;rimary data are dire)tly )olle)ted $rom t(e $a)e-to-$a)e inter0ie&. And also
t(ese so'r)es..
8eferen(e Book @otler% ;(ilip.% @eller% @e0in 1ane.% @os(y% Abra(am . :(a%
Mit(iles(&ar% Marketin, Mana,ement% 13t( edition%
3ebsites (ttpCPP 2o)a-)ola.)omP &&&.&ikipedia.)omP &&&.,oo,le.)om
#age ,0