compt sandeep 103 page nokia impact of advertising strategies of nokia cellular phones

7/31/2019 Compt Sandeep 103 Page Nokia Impact of Advertising Strategies of Nokia Cellular Phones

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TABLE OF CONTENTS

Chapter I

1. Executive Summary

2. Introduction3. Need of the study

4. Scope of study5. Objective of study6. The Mission Statement of the Coca Cola Company

7. Coca Cola International History

8. Motto of Coca-Cola

9. Strategic Goals

Chapter II

1. Research methodology ( sample size, instrument used, methods of data collection)2. Limitation

Chapter III

1. Descriptive work on subtopic of study

Chapter IV

1. Data analysis & interpretation

Chapter V

1. Conclusion & suggestion

Chapter VI


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1. Bibliography

Chapter VII

1. Appendices

CCHAPTERHAPTER:-I:-I

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Executive Summary

More than a billion times everyday, thirsty people around the world reach for beverages

for refreshment. All around the world, drinking beverage is like an entertainment for

people. Soft drinks are considered as consumer products. All round the world we can see a

different marketing phase used by the beverage producing companies but in india it is a

little different. The companies do not directly sell their products to the end consumers.

Companies such as Soft Drinks (Coca-Cola, Pepsi, RC-Cola, Uro-Cola, Virgin, etc),

Mineral waters (Fresh, Mum, ACME and etc), Juices (Pran, Danish, Sezan, etc) are

dependents on the distribution channels for making their products reach the final

consumers. As the companies are not making the people aware about their beverage

through directly selling it to them, they use other media and means to make its customers

know about their products. They use the advertisements as one of the most important

promotional tools. Along with advertisement they also use other promotional tools.

We have done a study on Coca-Cola Company with the aim to learn about the

different marketing prospects in india and our selected product is Coca- Cola. Like

always the company is doing quite well although at the current moment RC-Cola is

dominating the market a little more than Coca-Cola. Still Coca-Cola has more

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market share than its competitors. Coca-Cola has an effective marketing and

advertising campaign. As the company does not have that skillful village distributor they

cannot reach out to a lot of people. There are lots of recommendations which are provided

for the improvement of the functionality in the marketing sector The companys investment

in local communities in over 200 countries totals billions of dollars in jobs, facilities,

marketing, purchase of local goods and services and most importantly the local business

partnership.

INTRODUCTION

I did market research on the topic Market Share & Distribution Channel Of Coca Cola. The

reason for selecting this topic by the company because company wants to know his market

share of coke after decreasing the selling price of all flavors in coke in the compare of

pepsi and company start a new flavor in 200 ml. So that company wants to know that how

much demand having this new launched flavor. This new launched flavor very much

prefered by consumer because its cost is only 5 rupis. So that most of person con spend

enough less money and can take enjoy of cokes all flavor in 200ml.

Under channels of distribution company wants to know. The distribution of coke in

compare of Pepsi, and also wants to know the retailer and whole seller are satisfied or not

and also wants to know that how much retailer purchase coke by coke vehicle and how

much retailer purchage coke by its own dealer. Thats why these topic given by company.

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NEED OF THE STUDY

Coca-Cola India minimised its capital needs by meeting new manufacturing capacity needs

through external co-packers, outsourcing its distribution and meeting its in-market-

refrigeration and cooling needs by giving incentives to retailers to self-fund the same

through its Own Your Fridge Scheme.

Today, the company has an extensive rural and urban distribution network. Coca-Cola

adopts a hub and spoke format distribution network ensuring that large loads travel longer

distances and short loads travel short distances. The company has increased its village

penetration from 9 per cent in 2000 to 28 per cent in 2004 and covers approximately

175,000 villages today. Rural India now accounts for 30 per cent of Coca-Colas sales

volumes.

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SCOPE OF THE STUDY

1. By this study company can know its growth.

2. This study helps the company to know their actual position in the market.

3. This study helps to find out the promotion activities of the company and help to

make relevant changes according to their rivalry company.

4. This study ensures the availability of the product in the market.

5. The study helps to fond out the problem of the counter and to find out the

requirement for more sale

6. This study helps to maintain the outlets in a well designed way to attract the

consumers.

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OBJECTIVES OF STUDY

The main objective of the study of coca-cola is to find the market share,

identification gap between sales and distribution, satisfaction level of

customer, service provided by the company , span of control through

hierarchy level, distribution channel, how company covered the market,

stock supply by the company, increasing market share, sustain and maintain

quality, product and services.

Statement of research objectives start when problems are identified. There

are some problems being identified such as brand awareness, quality

awareness, factors influence the choice of customer, brand advertisement

and more.

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The Mission Statement of the Coca ColaCompany

Our mission statement is to maximize shareowner value over time.

In order to achieve this mission, we must create value for all the constraintswe serve, including our consumers, our customers, our bottlers, and ourcommunities. The Coca Cola Company creates value by executingcomprehensive business strategy guided by six key beliefs:

1. Consumer demand drives everything we do.2. Brand Coca Cola is the core of our business3. We will serve consumers a broad selection of the nonalcoholicready-todrink beverages they want to drink through out the day.4. We will be the best marketers in the world.

5. We will think and act locally.6. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increasevolume, expand our share of worldwide nonalcoholic ready to drinkbeverages sales, maximize our long-term cash flows, and createeconomic value added by improving economic profit.

The Coca Cola system has more than 16 million customers around theworld that sells or serves our products directly to consumers. We keenly

focus on enhancing value for these customers and helping them grow theirbeverage businesses. We strive to understand each customers businessand needs, whether that customer is a sophisticated retailer in a developedmarket a kiosk owner in an emerging market.There are nearly 6 million people in the world who are potential consumersof our companys product. Ultimately, our success in achieving our missiondepends on our ability to satisfy more of their beverage consumption

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demands and our ability to add value for customers. We achieve this whenwe place the right products in the right markets at the right time.

COCA COLA INTERNATIONAL

HISTORY::

Coca-Cola Enterprises, established in 1886, is a young company by the

standards of the Coca-Cola system. Yet each of its franchises has a strong

heritage in the traditions of Coca-Cola that is the foundation for this

Company.

The Coca-Cola Company traces its beginning to 1886, when an Atlanta

pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for

sale in fountain drinks. However the bottling business began in 1899 when

two Chattanooga businessmen, Benjamin F. Thomas and Joseph B.

Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for

most of the United States from The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as independent, local

businesses until the early 1980s when bottling franchises began to

consolidate. In 1986, The Coca-Cola Company merged some of its

company- owned operations with two large ownership groups that were forsale, the John T. Lupton franchises and BCI Holding Corporation's bottling

holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock

to the public on November 21, 1986, at a split-adjusted price of $5.50 a

share. On an annual basis, total unit case sales were 880,000 in 1986.

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In December 1991, a merger between Coca-Cola Enterprises and the

Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger,

stronger Company, again helping accelerate bottler consolidation. As part of

the merger, the senior management team of Johnston assumed

responsibility for managing the Company, and began a dramatic, successful

restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total

revenues were $5 billion

The Coca-Cola Company is the worlds largest beverage company. They

operate in more than 200 countries & markets more than 2800 beverage

products. Headquartered at Atlanta, Georgia, they employ approximately

90500 employees all over the world. It is often referred to simply as Coke or

(in European and American countries) as Cola or Pop.

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Motto of Coca-Cola:

Through out the history of the worlds most popular soft drink, advertising for

Coca-Cola has followed the trends of time. Coca-Colas advertising slogansare memorable and create lasting impressions. Since the first slogan was

introduced in 1886 Delicious and refreshing. The overall theme has been

refreshment- one of the pleasant things in life, distinctive and available

nearly everywhere. Motto followed the lead to make Coca-Cola the best

known soft drink in the world.

Today, motto for Coca-Cola and the companys other products are

carefully aimed towards individual tastes while understanding the universal

appeal of refreshment. And very appropriately, the company has globally

launched its new motto Theme Enjoy Coca-Cola.

Coca-Cola motto, the worlds best-known consumer product demands the

talents of professionals in many different areas. The mottos that has used till

now are:

Dil thanda to duniya thanda

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Strategic Goals

Short term

To create Quality, Service, Cleanliness and Value in their current product

Long term

To acquire the position as a market leader of the beverage industry in India

by producing & serving high-quality and high value-added soft drink.

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CCHAPTERHAPTER:-II:-II

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RESEARCH

METHODOLOGY

Research methodology is a way to systematically solve the researchproblems. It may be understood as a science of studying how research isdone scientifically. We study the various steps that are generally adopted bya researcher in studying his research problem along with the logic behindthem. It is necessary for the researcher to know not only need to know how

to develop certain indices or tests, how to calculate the mean, the mode, themedian, standard deviation and chi-square, how to apply the particularresearch techniques , are relevant and which are not and what would theymeans and indicates and why? Researchers also need to understand theassumptions underlying various techniques and they need to know thecriteria by which they can decide that certain techniques and procedures willbe applicable to certain problems and others will not.

Topics

1. Objective of Research

2. Research Design

3. Sampling Techniques & Sample Size

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4. Research Instrument Survey

5. Data Collection Method

6. Scope

7. Limitation

1.Objective of Research

The study is concentrated in Ghaziabad market of U.P.

Following are objective that we want to achieve:-

MAIN OBJECTIVE-

* To find out the market share of Coca-Cola products in the market in

comparison to thePepsi product.

* To find out the current status of the Sales Generating Assets (S.G.A.)

SECONDARY OBJECTIVE-

* The find out the more potential market & retailers.

* To identify the satisfaction level of retailers in terms of Sales Generating

Assets.

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* To get the suggestions from retailers to improve the market share of Coca-

Cola.

The whole survey was mainly based on retailers & distributor of the soft

drinks.

2.RESEARCH DESIGN

RESEARCH DESIGN:-

Research Type : Exploratory Research

Data Type : Primary Data & Secondary Data

Data Collection Method : Personal Interview Method

Sampling Technique : Judgment Sampling

Sample Size : 200 Outlets

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RESEARCH METHODOLOGY

Research is common parlance a scientific investigation for knowledge. It can be defined asa systematic effort to collect the valuable information's. A research can be carried out by

different methodologies, which have their own pros and cons.

The present project work aims to take the retailers response with respect to Coke products

and it distribution, to get the required data, a survey has been carried out in Ghaziabad.

SURVEY PROCEDURE : Personal Interview Method

RESEARCH OBJECTIVE : Competitive Analysis of Coca-Cola with Pepsi in Gorakhpur

Market,

DEVELOPING RESEARCH PLAN :

SAMPLE UNIVERSE : Ghaziabad

Sample Unit : City Market

Sample Size : 200 Outlets

NAME OF DISTRIBUTOTS COVERED

1. Prabhat Agency, Gorakhnath

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2. Mantu Agency, Girdharganj

3. Hari Om, Enterprises

SCOPE OF RESEARCH

Marketing Research is the function which links the consumer and public to the

marketer through informat ion- informat ion used to ident i fy and def ine

marke t ing oppo r tuni t ies and problems; generate ref ine, and evaluate

marketing actions; monitor marketing performance; and to improve understanding

of marketing a process.

Marketing management is interested in obtaining sales potentials for each of the geographic

markets its serves to help determine amount of sales efforts that should be allocated to a

specific market. Market os sales potential must be stated for a given product or groups of

products for a given area for a given period of time; usually a year.

In other word market potential is the maximum demand response possible for a given

group of costumers with in a well defined geographic area for a given product or service

over a specified period of time under well-defined competitive and environmental

conditions.

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Information from the survey will help management estimate its overall market share audits

share within individual markets. Management can use this information to evaluate past

achievements and to pinpoint market in which the firms progress has been noticeably

above or below average.

Informations obtained by survey are useful because they can help managers determine it

past efforts have been successful in obtaining desired degree of distribution coverage and

support. It the firms market share objectives are not being attained, management are not

being attained. Management will have to know it the cause of the problem is poor

consumer response or inadequate distribution coverage and support.

This important information can help managers determine it past advertisement and

promotions have been successful in achieving the desired levels of awareness trade and

repurchase among target market members.

This can be useful troubleshooting information, especially it market share objectives are

not being met. In such a situation, management will want to know it the poor sales record

results from low consumer awareness of product, unfavorable attitudes toward the products

or low acceptance of the benefits and feature

. Information obtained by survey can be used in conjunction with information regarding

market share, market potential, and distribution performance and consumer response. It

market share objective are not being achieved in a certain market, the problem is likely to

result from poor distribution coverage and/or poor consumer response. Management should

first determine which of these is the problem cause of the lower-than-expected market

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share. Then by comparing the pattern of marketing expenditures in the problem market

with the distribution performance and consumer response informations as associated with

the market managers may be able to pinpoint those parts of previous marketing plans that

had not been given sufficient budget or that had not been carried out as intended of that

were not as effective as intended.

LIMITATIONS

Considering the fact that nothing is perfect in this world every individual is bound to make

mistake at some point, we are not exception for this problem faced were associated with the

data collection process.

The problems associated with the respondents are the non-sampling Error, which can bedivided into two categories.

Response error When respondent does not give the correct answer.

Non Respondent error It occurs when respondent does not responds to somequestion.

Refusal to co-operate

Concerned person is not available

Incompetence or in capabilities of the respondent

Others limitations

Less sampling because of limited span of time.

The respondents may be biased or influenced by some other factor.

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The information is collected only from retailers.

The questionnaire technique and observation method was used.

Sometimes respondents were not in a position to reply with fully confidence.

CCHAPTERHAPTER:-III:-III

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compt sandeep 103 page nokia impact of advertising strategies of nokia cellular phones

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