Effectivness of Sales Promotional Activities & Its Impact On Sales

EFFECTIVNESS OF SALES PROMOTIONAL ACTIVITIES & ITS IMPACT ON SALES
of opportunities that are obtained by market reseaarh.
INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 1

Philip Kotler(1936) “Those marketing activities other than personal selling,

advertising, and publicity that stimulate consumer purchasing and dealer
effectiveness, such as display, shows, demonstrations, expositions, and various
other non-current selling efforts, not in ordinary routine.”

PROFILE OF SOFT DRIKS INDUSTRY

SCOPE OF THE SOFT DRIKS INDUSTRY

GLOBAL SCENARIO OF SOFT DRIKS INDUSTRY

INDIAN SCENRIO OF SOFT DRIKS INDUSTRY
SWOT ANALYSIS OF COCA COLA
Strengths Weaknesses
1.The widest brand portfolio among 1 Aggressive competition with
all soft drink companies Pepsi.
2.Dominant market share 2 Health concerning issue
3.Extended global reach 3 Product diversification
4.Highest brand equity
5.unparalled channel of distribution
Opportunities Threats
1 Diversification and introduction of 1 Water wastage controversy
new products 2 Packaging controversy
2 Acquire skills and competence 3 Direct and indirect competition
through expansion or
chains
3 Increase presence in developing
countries
4 Introducing new advanced
supply chain system

TRENDS AND FUTURE SOFT DRIKS INDUSTRY
Technology- n trends will revolutionize how industry players respond to

changing consumer behavior, develop partnerships, and coketransformational
change.
Today’s economies are dramatically changing, triggered by development in

emerging markets, the accelerated rise of new technologies, sustainability
policies, and changing consumer preferences around ownership. Digitization,
increasing automation, and new business models have revolutionized other
industries, and automotive will be no exception. These forces are giving rise to
four disruptive technology- n trends in the automotive sector: diverse mobility,
autonomous driving, electrification, and connectivity.
Most industry players and experts agree that the four trends will reinforce and
accelerate one another, and that the automotive industry is ripe for disruption.
Given the widespread understanding that game-changing disruption is already on
the horizon, there is still no integrated perspective on how the industry will look
in 10 to 15 years as a result of these trends. To that end, our eight key
perspectives on the “2030 automotive revolution” are aimed at providing
scenarios concerning what kind of changes are coming and how they will affect
traditional vehicle manufacturers and suppliers, potential new players, regulators,
consumers, markets, and the automotive value chain.
This study aims to make the imminent changes more tangible. The forecasts
should thus be interpreted as a projection of the most probable assumptions
across all four trends, based on our current understanding. They are certainly not
deterministic in nature but should help industry players better prepare for the
uncertainty by discussing potential future states.
n by shared mobility, connectivity services, and feature upgrades, new business

models could expand automotive revenue pools by about 30 percent, adding up to
$1.5 trillion.

The automotive revenue pool will significantly increase and diversify toward on-
demand mobility services and data- n services. This could create up to $1.5
trillion—or 30 percent more—in additional revenue potential in 2030, compared
with about $5.2 trillion from traditional car sales and aftermarket
products/services, up by 50 percent from about $3.5 trillion in 2015 (Exhibit
Connectivity, and later autonomous technology, will increasingly allow the car to
become a platform for rs and passengers to use their time in transit to consume
novel forms of media and services or dedicate the freed-up time to other personal
activities. The increasing speed of innovation, especially in software-based
systems, will require coketo be upgradable. As shared mobility solutions with
shorter life cycles will become more common, consumers will be constantly
aware of technological advances, which will further increase demand for
upgradability in privately used cokeas well.

PROFILE OF COCA COLA PVT. LTD.
Coca cola Motor Private Limited was founded in the year 2008 by Buhari
Groups. The founder was B. S. Abdur Rahaman. Buhari Groups is mainly
focusing on constructions, buildings, soft driks industry, trading and so on.
Coca cola got a outlet for the Coke in the year 2008. Buhari groups has
outlets for Mercedes-Benz, fiat and Mahindra. The name Coca cola signifies
the founder of the company “Abdur Rahaman Private Limited” The Main
moto of founding this company is to enhance good service and provide good
quality of coketo its customers.
Coca cola has received so many awards for its excellent services in soft driks
industry.
 RQWC Gold Medal Winner in Technician category – 2016
 RQWC Silver Medal Winner in Advisor category – 2016
 Motor Vikatan – 2017
 NDTV cokeand bikes Award – 2017
Coca cola Private Limited is the first exclusive in Southern India for
Coke. The is located in Nandanam with around 54 employees working under
them. Coca cola Private Limited has two branch in and around Chennai. The
branches are located in Nandanam and Ambathur. Coca cola Motor is well
known for its service and quality in soft driks industry.
MISSION
 To enhance the customer satisfaction and a quality services.
VISION
 To be No.1 in the soft driks industry throughout India.

NEED OF THE STUDY

The success of the organisation is highly dependent on the sales. The
organisation has to implement the effective sales promotion to improve the
sales to increase profits.
Sales promotional activity not only satisfy the organisational goal, it fulfils
the customer and helps in acquiring new customers.
Building an effective sales promotion strategy helps organisation in acquiring
new customers to consume the product.
The aim of sales promotion is to introduce a new product in the market.
This study attempts to assess the promotional activities of the organisation.

OBJECTIVES OF STUDY
Primary objective
 To study the sales promotional activities of and its effectiveness with
reference to at Coca Cola India Pvt Ltd, Guddadahalli.
Secondary objective
 To study the effectiveness of the sales promotional activity at Coca

Cola India Pvt Ltd, Guddadahalli
 To find out the customer opinion about the promotional activity at
Coca Cola India Pvt Ltd, Guddadahalli
 To find out the promotional practices of coca cola Bangalore at Coca
Cola India Pvt Ltd, Guddadahalli

SCOPE OF THE STUDY

The study indicates promotional programs such as sampling, couponing, sales
inducing etc. carried out through various locations in bangalore. Creation and
implementation of new promotional events. The study will be sales oriented
character of any promotion. The study focuses on the target groups. Study on
effective management of promotional material and free product handling.
Follow up of any promotion activity.

REVIEW OF LITERTAURE
Sales promotion is one of the five aspects of the promotional mix. (The
other 4 parts of the promotional mix are advertising, personal selling, direct
marketing and publicity/public relations.) Media and non-media marketing
communication are employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product availability.
Examples include contastes, coupons, freebies, loss leaders, point of purchase
displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or

distribution channel members (such as retailers). Sales promotions targeted at the
consumer are called consumer sales promotions. Sales promotions targeted at
retailers and wholesale are called trade sales promotions. Some sale promotions,
particularly ones with unusual methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt to

provide added value or incentives to consumers, wholesalers, retailers, or other
organizational customers to stimulate immediate sales. These efforts can attempt
to stimulate product interest, trial, or purchase. Examples of devices used in sales
promotion include coupons, samples, premiums, point-of-purchase (POP)
displays, contastes, rebates, and sweepstakes. The review of the scholar are as
follows:
VV Subha Rao (2017) India has recognized the importance of S&T with the
Science Policy Resolution of 1958 and the Technology Policy Statement of 1983.
She is concentrating on the development of indigenous technology together with
the effective absorption and adaptation of appropriate imported technology. To
this end many tax incentives have been given to private sector industry, and other
aids to the public sector, to set up R&D units. India has achieved self-reliance in
several areas and near self-sufficiency in many other through the promotional
measures taken by the government and the active role played by industry.

Allen, C. Pharm Med (2016) Reviewing promotional materials for

pharmaceutical products is important to help ensure their high quality and allow
recipients to be well-informed about benefits and risks. This article provides an
overview of control mechanisms that can influence the overall quality of the
product combined with practical advice, based on personal US and international
experience. US case reports are used to illustrate examples of promotional
violations, and the consequences of government enforcement.
Nikolaos Georgantzis , Christian Boris Brunner (2016) The term promotional

effort refers to all strategies aimed at broadening a firms’ market scope through
the establishment if a larger and more loyal consumer basis. Advertising, public
relations, sales promotion, personal selling as well as price-related strategies
affecting a firm’s sales potential are addressed. Both positive and normative
approaches are briefly reviewed, discussing the theoretical and empirical issues
studied in the existing literature.
A'dillah Mustafa, Intan Nurbaizura Zainuddin, Sufy Rabea Adawiya Idris,

and Muhamad Faizal Abd Aziz (2015) The web 2.0 applications such as
Facebook and Twitter have been widely used by academic library as a new
communication channel to gain the user feedback and insight towards their
services and activities. This paper discussed the effectiveness of these two
applications; Facebook and Twitter in promoting library services in one academic
library with the research university status in Malaysia. This study reported the
pilot study of the main research entitled "The effectiveness of Web 2.0
application in promoting library services in Malaysian research university
libraries.
Dr. Sc. Almira Curri-Mehmeti (2015) Public relations give opportunity to the
organization to present its image and personality to its own “public”- users,
supporters, sponsors, donors, local community and other public. It is about
transferring the message to the public, but that is a two-way street. You must
communicate with your public, but at the same time you must give opportunity to
the public to communicate easier with you. The real public relations include

dialog
– you should listen to the others, to see things through their perspective. This
elaborate is made with the purpose to be useful for every organization, not for the

sensational promotion of its achievements, but to become more critical towards

its work. Seeing the organization in the way that the other see it, you can become
better and sure that you are giving to your users the best service possible.
Terence A. Shimp, J. Craig Andrews (2014) Market-leading Advertising,

Promotion and other aspects of integrated marketing communication, 9th Edition
discusses all aspects of marketing communications, from time-honoured methods
to the newest developments in the field. Delivering the fundamentals, you need,
the text focuses on advertising and promotion, including planning, branding,
media buying, sales, public relations, and much more. Emerging topics get
special attention in this edition, such as the enormous popularity of social media
outlets, online and digital practices, viral communications, and personal selling,
along with all of their effects on traditional marketing.
Martin R. Schlissel (2014) Promotion strategy of the better marketers in the

sample emphasizes heavier advertising and more personal selling effort than the
competition. Nevertheless, promotion is a major problem for all sample members,
in part because of consumer perceptions of high risk in the purchase of services.
John Sinclair (2013) Outside of North America and Europe, Latin America is the
world region with the longest history and closest engagement with the
globalization of the advertising industry. US-based advertising agencies were
opening up offices in selected Latin American capitals as early as the 1920s, and
Mexicans and Brazilians had their own thriving agencies before World War II.
The establishment and growth of radio on a commercial basis in the major
countries of the region were decisive in laying the basis for the subsequent
commercialization of television, not only as the premium advertising medium,
but also as a political and cultural institution which remains uniquely Latin.
Ken Kasar (2012) Advertising and sales promotion is a comprehensive

introduction to the principles and practices of advertising. The course explores
the social, ethical, and legal issues of advertising, historical influences, strategies,
and media decision processes as well as integrated marketing communications.

You will gain knowledge of techniques used in current advertising, including

print,

broadcast, and digital. The text provides an overview of how communication

tools can be used to reach target audiences and increase consumer knowledge.
Mitch Coca cola productson (2011) In the silent salesmen, Coca cola
productson introduces his proven, simple promotional product strategies that are
guaranteed to increase sales and profits. Business owners and marketers will
discover step-by-step tips on how to develop and implement a versatile marketing
plan that encompasses ready-to-use samples of sales materials paired with unique
and memorable promotional products. Combined, these tools will make for an
extremely effective (and profitable) marketing message.
Roddy Mullin (2010) Sales promotion is one of the most powerful weapons
available to sales and marketing staff, and is used more than any other type of
marketing- because it works. Almost 60% of consumers regularly take advantage
of some form of sales promotion each month. Packed with practical examples as
well as new and updated case studies, the fifth edition details new developments
in sales promotion, exploring the ways in which it can be used in conjunction
with new media such as interactive TV, web-based advertising and mobile
marketing. Sale Promotion also highlight the tried and tasteed methods that
companies use to stay ahead, revealing the winning offers that gain new
customers and keep existing ones happy.
Frank Kuper (2008) Advertising and sales promotion employs relevant ads,
exhibits, and photographs to capture your interest and through its writing style,
gives a solid understanding of advertising along with the challenges facing the
promotion, advertising, and marketing industries today. Prepare for the high
energy excitement of advertising today with the powerful, leading content in, its
accompanying supplements, and author- n learning and teaching support.

RESEARCH METHODOLOGY
RESEARCH DESIGN
• Descriptive research design
• Casual research design
In this study, the descriptive research design is used to carry out the study. It
helped us to differentiate the people opinion about the occurring events.
Sampling
Sampling allows concentrating our attention upon a relatively smaller number of
people and hence, to devote more energy to ensure that the information collected
from them is accurate.
Sampling Design
A sample design is an infinite plan for obtaining a sample fro, given population.
It refers to the technique or the procedure that the research would adopt in
selecting items for a sample.
Sampling Method
Convenience Sampling:
Convenience Sampling, as the name implies is a specific type of non-

probability sampling method that relies on data collection from population
members who are conveniently available to participate in study.
 Sampling Unit Target
The main target for this study is customers of the store.
• Sampling Size
The sample size for the study is calculated by 40 respondents
Data Collection Method

Quantitative and Qualitative Data collection methods. The Quantitative data
collection methods rely on random sampling and structured data collection
instruments that fit diverse experiences into predetermined response categories.

They produce results that are easy to summarize, compare, and generalize. The
method of data collection includes two type of study, such as primary data and
secondary

Primary Data Collection Methods
Primary data is received from first hand sources such as: direct observation,
interview, survey, and questionnaire etc. On the other hand, secondary data is
received from secondary sources such as: printed material and published material
etc. Here, we will only discuss the primary sources of data collection.
Methods of primary data collection
Observation Method
This is a method of primary data collection in which researchers collect data

based on their personal observation. For-example if a researcher wants to collect
data about the employee’s job satisfaction in any organization. For this purpose
researcher will interact with employees to observe their behaviour in order to
assess their job satisfaction. Take another example, suppose in case of textile
industry, investigator wants to identify job satisfaction of machine operators and
different workers; he/she would select the respondents through random sampling
Personal Interview
This is a method of primary data collection in which questionnaire is used as a

data collection tool. Several interviewers are sent to the respondents with
interview questionnaire under the guidance of research in defined interview
environment. It is described in terms of time, place and numerous other factors
which have influence over interviewees. Personal interviews are categorized into
self- administered questionnaires; door-to-door interview, mall intercept surveys,
executive interview and purchase intercept technique.
Telephone Interview Schedule
This is one of the most significant primary data collection methods. The
significant features of the telephone interview are: selecting telephone numbers,
call timing, call outcomes and call report. Telephone interview is known as
dominant and cost- effective method because of the following reasons:
• Higher chance to reach the respondents at any place (geography).
• Saving travel time and cost.

• Low overall interview conducting time of sample as compared to other methods.
• Higher chances of random selection of units among the population

having telephone connections.
Mail Survey
Mail survey is a primary data collection method in which questionnaire is used as

a data collection tool. In mail survey, researchers mail questionnaires to the
respondents. The respondents then fill the questionnaire and return at their
convenience. Some of the important advantages of using mail survey for data
collection are given below:
• Less time and cost of data collection.
• Greater population coverage.
• Absence of the interview’s bias.
Reaching out to the customer (Coca cola ) was difficult in the study. In this
study, I have used telephonic schedule interview, personal interview and mail
survey to collect the data or information required to conduct the study. Many
customers are happy with telephonic schedule interview as they allotted some
valuable time of theirs to answer all my questions.
Tools used for data collection
To make a research, various surveys are conducted. They are as follows:
The various data collected are from primary and secondary source through the
questionnaires: books, journals, old reports and annual report were used. Personal
interview was really helpful to understand the emotions and expectation of the
customer of the company. Both telephonic interview and personal interview were
helpful for me to collect the data and information.
SECONDARY DATA COLLECTION METHODS
The secondary data are readily available from the other sources and as such, there
are no specific collection methods. The researcher can obtain data from the
sources both internal and external to the organization. The internal sources of
secondary data are:
 Sales Report

 Financial Statements

 Customer details, like name, age, contact details, etc.

 Company information
 Reports and feedback from a dealer, retailer, and distributor
 Management information system
There are several external sources from where the secondary data can be
collected. These are:
 Government censuses, like the population census, agriculture census, etc.
 Information from other government departments, like social security, tax
records, etc.
 Business journals
 Social Books
 Business magazines
 Libraries
 Internet, where wide knowledge about different areas is easily available.
In the study, secondary data was much helpful to analysis about the
company and peoples opinion about the company. Specially this
secondary data helped me to find sales report of the company in past years
and analysis the problem faced by the organization. The secondary data
help me observing the reality of the COCA COLA and their market share.
Descriptive
Descriptive Statistics
Std.
N Minimum Maximum Mean Deviation
Age of the
respondent 40 1 3 2.06 .666
Gender of
40 1 2 1.30 .460
respondents
Occupation 40 1 4 2.31 1.064
Marital status 40 1 3 1.61 .500
Income of the
40 1 5 3.59 1.442
respondents
Visit of
40 1 2 1.03 .168
Coca cola
Came to
know about 40 1 6 2.64 1.299
us
Ease of
40 1 4 1.53 .669
location

Ambience of
40 1 3 1.40 .578
the location
Effectiveness
of exchange
offer and 40 1 5 2.23 1.143
loyalty
programes
Availability of
40 1 3 1.15 .374
samples
coca cola
products
Satisfaction
free gifts
40 1 5 2.43 .984
provided at
the delivery
Taste
40 1 2 1.10 .299
cokeoffer
ed
Experience
40 1 5 2.14 1.309
on taste
Attractiveness
and Ethics of 40 1 5 2.59 1.131
advertisement
Visit of our
40 1 3 1.78 .706
website
Liked
respondents
40 1 3 1.91 .684
of our social
media page
Performance
of our website
40 1 5 2.01 .896
and social
media page
Attractiveness
of competition 40 1 3 2.14 .713
Consumers
policy for new 40 1 5 2.01 .940
coca cola
products
Effectiveness
of loyalty 40 1 5 2.05 1.052
programes
Satisfaction
level of
respondent
40 1 5 2.25 1.182
through
discount
policy
Rating of
Coca cola
40 1 5 1.86 .919
Private
Limited
Referrals to
40 1 3 1.27 .562
others

IMITATIONS OF THE STUDY

 The study conducted may have information given from the customers.
 The information obtained or the collection of data is limited.
 The geographical limit of the study was restricted to Bangalore region.
 The time given to collect the sample was limited.
 The information was not filled properly by the respondents.

4. DATA ANALYSIS AND INTERPERTATION
Descriptive analysis
Table 4.1.1
AGE OF THE RESPONDENTS
Age Frequency Percent

Below 18 6 19.1
19-40 23 55.5
Above 40 11 25.4
Total 40 100
120
100
100
80
60 55.5 frequency
percentage
40
40
23 25.4
19.1
20
11
6
0
below 18 19-40 above 40 total
ANALYSIS
From the above graph, it is inferred that 55.5% Respondents are from the age 19 – 40
years. 25.4% Respondents are above 40 years. 19.1% Respondents are below 18 years

Table 4.1.2
GENDER OF THE RESPONDENTS
Gender Frequency Percent

Male 27 69.9
Female 13 30.1
Total 40 100
120
100
100
80
69.9 FREQUENCY
PERCENTAGE
60 Linear
(PERCENTAGE)
40
30.1
20
0
MALE FEMALE TOTAL
ANALYSIS
From the above graph, it is inferred that 70% of the respondents are Male. 30% of the
respondents are Female

Table 4.1.3
OCCUPATION OF THE RESPONDENTS
Occupation Frequency Percent

Business 13 24.3
Employed 7 42.2
Professional 5 12.1
Other 15 21.4
Total 40 100
45
42.2
40
35
30
25 24.3
FREQUENCY
PERCENTAGE
20
Series 3
15
12.1
10
5 2.8
0
BUSINESS EMPLOYED PROFESSIONAL OTHER
ANALYSIS
From the above graph, it is inferred that 42.2% Respondents are employed. 24.3 %
Respondents are from business background. 21.4 % Respondents are professional.
12.1
% Respondents are from Other background.

Table 4.1.4
MARITAL STATUS OF THE RESPONDENTS
Marital
Frequency Percent
status
Single 68 39.3
Married 104 60.1
Divorced 1 0.6
Total 40 100
Chart 4.1.4
120
100
80
FREQUENCY
60
PERCENTAGE
Series 3
40
20
0
SINGLE MARRIED DIVORCED TOTAL
ANALYSIS
From the above graph, it is inferred that 60.1 % respondents are married. 39.3 %
respondents are single. 0.6 % respondents are divorced.

Table 4.1.5
INCOME OF THE RESPONDENTS
Income Frequency Percent

Below
7 13.9
25,000
25,000-
6 12.1
35,000
35,000-
4 11
50,000
50,000-
11 25.4
75,000
Above
12 36.6
75,000
Total 40 100
40
35
30
25
FREQUENCY
20
Series 2
Series 3
15
10
0
BELOW 25000 25000-35000 35000-50000 50000-75000 ABOVE 75000
ANALYSIS
From the above graph, it is inferred that 36.6 % of the respondents earns above Rs.
75,000. 25.4 % of respondents earns from Rs. 50,000 to Rs. 75,000. 13.9 % of

respondents earns below Rs. 25,000. 12.1% of respondents earns from Rs. 25,000 to
Rs. 35,000. 11% of respondents earns from Rs. 35,000 to Rs. 50,000.

Table 4.1.6
VISIT TO
Visited Frequency Percent
Coca Cola
India Pvt
Ltd,
Yes 27 67.1
No 5 33.9
Total 40 100
120
100
100
80
67.1
60 frequency
percentage
40 33.9
20
0
YES NO TOTAL
ANALYSIS
From the above graph, it is inferred that 97.1% respondents have visited the Coca cola
. 2.9% of respondents have not visited Coca cola

Table 4.1.7
CAME TO KNOW ABOUT US
Came to
know about Frequency Percent
us
Advertisement 8 20.2
Friends and
13 35.8
family
Social media 6 15.6
Internet 6 17.3
Magazines 4 10.4
Others 2 0.6
Total 40 100
40
35
30
25
20
15
FREQUENCY
10 PERCENTAGE
5
0
T ILY IA ET ES RS
EN M ED RN ZIN HE
M A E T
TIS
E
D
F
A LM IN
T
AG
A O
R N CI M
VE A
SO
AD NDS
IE
FR
ANALYSIS
From the above graph, it is inferred that 35.8% of the respondents came to know
through family and friends. 20.2% of the respondents came to know through
advertisements. 17.3% of the respondents came to know through Internet.15.6 of the
respondents came to know through Magazines. 0.6% of the respondents came to know
through others.

Table 4.1.8
EASE OF LOCATION
Ease of
Frequency Percent
location
Excellent 22 56.1
Good 12 35.3
Neutral 5 8.1
Bad 1 0.6
Total 40 100
60
56.1
50
40
35.3
30 FREQUENCY
PERCENTAGE
20
10 8.1
0.6
0
EXCELLENT GOOD NEUTRAL BAD
ANALYSIS
From the above graph, it is inferred that 56.1% of the respondents have rated
excellent. 35.3% of the respondents have rated good. 8.1% of the respondents have

rated neutral. 0.6% of the respondents have rated bad.

Table 4.1.9
AMBIENCE OF LOCATION
Ambience
of the Frequency Percent
location
Excellent 26 64.7
Good 12 30.6
Neutral 2 4.6
Total 40 100
ANALYSIS
From the above graph, it is inferred that 64.7% of the respondents have rated
excellent. 30.6% of the respondents have rated good. 4.6% of the respondents have
rated neutral.
Table 4.1.10
EXCHANGE OFFER AND LOYALTY PROGRAMMES
Availability
of exchange
offer and Frequency Percent
loyalty
programmes
Yes 27 67.1
No 8 20.8
Never 5 12.1
Total 40 100
ANALYSIS
From the above graph, it is inferred that 67.1% of the respondents have known about
the availability exchange offer and loyalty program. 20.8% of the respondents have
not known about the availability exchange offer and loyalty program. 12.1% of the
respondents have never known about the availability exchange offer and loyalty
program.

Table 4.1.11
EXCHANGE OFFER AND LOYALTY PROGRAMMES
Effectiveness
of exchange
offer and Frequency Percent
loyalty
programmes
Excellent 13 28.9
Good 14 39.9
Neutral 7 16.8
Bad 2 8.1
Very bad 2 6.4
Total 40 100
ANALYSIS
From the above graph, it is inferred that 39.9% of the respondents have rated good.
28.9% of the respondents have rated excellent. 16.8% of the respondents have rated
neutral. 8.1% of the respondents have rated bad. 6.4% of the respondents have rated
very bad.

Table 4.1.12
TASTE PREFRENCES
Availability
of Frequency Percent
samples
Good 31 85.5
Neutral 6 13.9
Bad 3 0.6
Total 40 100
ANALYSIS
From the above graph, it is inferred that 85.5% respondents have rated the taste of
coke as good. 13.9% respondents have rated the availability of cokeas neutral. 0.6%
respondents have rated the availability of cokeas bad.

Table 4.1.13
SATISFACTION LEVEL THROUGH OFFERS
Satisfaction
free gifts
provided at Frequency Percent
the
delivery
Highly
7 16.8
Satisfied
Satisfied 12 37.6
Neutral 10 35.8
Dissatisfied 7 5.2
Highly
4 4.6
Dissatisfied
Total 40 100
ANALYSIS
From the above graph, it is inferred that 37.6% of the respondents are satisfied with
offers provided at the time of delivery. 35.8% of the respondents are neutral. 16.8% of
the respondents are highly satisfied. 5.2% of the respondents are dissatisfied and 4.6%
of the respondents are highly dissatisfied.

Table 4.1.1
SAMPLE TASTE
Taste
Frequency Percent
offered
Yes 156 90.2
No 17 9.8
Total 40 100
Chart 4.1.14
TASTE ECOKEOFFERED
90.2
9.8
Yes No
ANALYSIS
From the above graph, it is inferred that 90.2% of the respondents said that they have
offered taste taste. 9.8% of the respondents said that they have not offered taste
cokeservice.

Table 4.1.15
TASTE & PREFRENCES
Experience
on Frequency Percent
taste
Very good 16 41
Good 11 31.8
Neutral 7 9.8
Bad 3 6.9
Very bad 4 10.4
Total 40 100
Chart 4.1.15
Experience on taste
Very bad 10.4
Bad 6.9
Neutral 9.8
Good 31.8
Very good 41
0 10 20 30 40 50
ANALYSIS
From the above graph, it is inferred that 41% of the respondents have rated very good.
31.8% of the respondents have rated good. 10.4% have rated very bad. 9.8% of the
respondents have rated neutral and 6.9% of the respondents have rated bad.

Table 4.1.16
ATTRACTIVENESS OF ADVERTISMENT
Attractiveness
and Ethics of Frequency Percent
advertisement
Excellent 12 20.2
Good 10 26
Neutral 7 34.1
Bad 6 13.9
Very bad 5 5.8
Total 40 100
Chart 4.1.16
ATTRACTIVENESS AND ETHICS

ADVERTISEMENT
34.1
26
20.2
13.9
5.8
Excellent Good Neutral Bad Very bad
ANALYSIS
From the above graph, it is inferred that 34.1% of the respondents have reported
neutral. 26% of the respondents reported good. 20.2% of the respondents reported that
excellent. 13.9% of the respondents have reported bad. 5.8% of the respondents have
reported very bad.

Table 4.1.17
VISIT OUR WEBSITE
Visit of
our Frequency Percent
website
Yes 13 38.2
No 19 45.7
Never 8 16.2
Total 40 100
ANALYSIS
From the above graph, it is inferred that 46% of the respondents have not visited our
website. 38% of the respondents have visited our websites. 16.2% of the respondents
have never visited our website.

Table 4.1.18
SOCIAL MEDIA PAGE
Viewed
respondents
of our Frequency Percent
social
media page
Yes 11 28.3
No 21 52.6
Never 8 19.1
Total 40 100
ANALYSIS
From the above graph, it is inferred that 53% have not viewed our social media page.
28% of the respondents have viewed our social media page. 19% of the respondents
have never viewed the social media page.

Table 4.1.19
WEBISTE AND SOCIAL MEDIA PAGE
Performance of our
website and social media Frequency Percent
page
Excellent 12 32.9
Good 14 38.7
Neutral 8 23.1
Bad 4 4.6
Very bad 2 0.6
Total 40 100
ANALYSIS
From the above graph, it is inferred that 38.7% of the respondents rated good. 32.9%
of the respondents have rated excellent. 23.1% of the respondents have rated neutral.
4.6% of the respondents have rated bad. 0.6% of the respondents have rated very bad.

Table 4.1.20
ATTRACTIVENESS OF THE COMPETITION
Attractiveness
of Frequency Percent
competition
Attractive 7 19.1
Neutral 19 47.4
Not attractive 14 33.5
Total 40 100
ANALYSIS
From the above graph, it is inferred that 47.4% respondents have reported that the
competitions are neutral. 33.5% respondents have reported that the competition is not
attractive. 19.1% respondents have reported that the competition is attractive.

Table 4.1.21
CONSUMERS POLICY FOR THE NEW COCA COLA
PRODUCTS
consumer
policy for Frequency Percent
new coca
cola
products
Highly
14 32.4
Satisfied
Satisfied 18 43.4
Neutral 4 16.8
Dissatisfied 2 5.8
Highly
1 1.7
Dissatisfied
Total 40 100
ANALYSIS
From the graph, it is inferred that 43.4% respondents are satisfied with the consumers
policy for new coca cola products. 32.4% respondents are highly satisfied with the
consumers policy for new coca cola products. 16.8% respondents are neutral with the
consumers policy of the new coca cola products. 5.8% respondents are dissatisfied
with the consumers policy of new coca cola products. 1.7% respondents are highly
dissatisfied with the consumers policy of new coca cola products.

Table 4.1.22
EFFECTIVENESS OF LOYALTY PROGRAMMES

Effectiveness
of loyalty Frequency Percent
programmes
Excellent 14 37.6
Good 13 31.8
Neutral 9 21.4
Bad 3 6.4
Very bad 1 2.9
Total 40 100
ANALYSIS
From the above graph, it is inferred that 37.6% respondents have rated excellent.
31.8% respondents have rated good. 21.4% respondents have rated neutral. 6.4%
respondents have rated bad. 2.9% respondents have rated very bad.

Table 4.1.23
DISCOUNT POLICY
Satisfaction
level of
respondent
Frequency Percent
through
discount
policy
Highly
14 32.9
Satisfied
Satisfied 13 31.2
Neutral 5 19.1
Dissatisfied 4 11.6
Highly
2 5.2
Dissatisfied
Total 40 100
ANALYSIS
From the above graph, it is inferred that 32.9% respondents are highly satisfied with
the discount policy. 31.2% respondents are satisfied with the discount policy. 19.1%
respondents are neutral with the discount policy. 11.6% respondents are dissatisfied
with the discount policy. 5.2% respondents are highly dissatisfied with the discount
policy.

Table 4.1.24
STATISFACTION LEVEL THROUGH EXTENDED WARRANTY
Satisfaction
level of
extended Frequency Percent
warranty
policy
Highly
13 39.9
Satisfied
Satisfied 10 32.4
Neutral 7 20.8
Dissatisfied 2 2.9
Highly
8 4
Dissatisfied
Total 40 100
ANALYSIS
From the above graph, it is inferred that 39.9% of the respondents are highly satisfied
with the extended warranty. 32.4% of the respondents are satisfied with the extended
warranty. 20.8% of the respondents is neutral with the extended warranty. 2.9% of the
respondents are dissatisfied with the extended warranty. 4% of the respondents are
highly dissatisfied with the extended warranty

Table 4.1.25
RATINGS OF COCA COLA
Rating for
Coca Frequency Percent
cola
Excellent 14 40.5
Good 19 41
Neutral 6 13.3
Bad 5 2.9
Very bad 2 2.3
Total 40 100
ANALYSIS
From that above graph, it is inferred that 41% of the respondents have rated good.
40.5% of the respondents have rated excellent. 13.33% of the respondents have rated
neutral. 2.9% of the respondents have rated bad. 2.3% of the respondents have rated
very bad.

Table 4.1.26
REFERRALS
Referrals
Frequency Percent
to others
Yes 27 78.6
No 7 15.6
Never 6 5.8
Total 40 100
ANALYSIS
From the above graph, it is inferred that 78.6% respondents will refer others. 15.6% of
respondent will not refer to others. 5.8% of the respondents will never refer to others.

STATISTICAL ANALYSIS
Chi-square taste
NULL HYPOTHESIS:
There is no significant between the age and satisfaction level of respondents on the
discount policy.
ALTERNATE HYPOTHESIS:
There is significant between the age and satisfaction level of respondents on the
discount policy.
Age of the respondent Satisfaction level of respondent on the discount policy Cross tabulation
P value = 0.074
Accept null hypothesis
Reject Alternate hypothesis
ANALYSIS
There is no significant between the age of the respondents and satisfaction
level of respondents on the discount policy.
DECISION
Accept null hypothesis, since P value > 0.05

Chi-square taste
NULL HYPOTHESIS:
There is no significant between the gender and satisfaction level of respondents on the
discount policy.
There is significant between the gender and satisfaction level of respondents on the
discount policy.
Gender of respondents * Satisfaction level of respondent through discount policy Cross

tabulation
Count
Satisfaction level of respondent through discount policy
Total
Highly Dissatisfi Highly
Satisfied Satisfied Neutral ed Dissatisfie
d
Gender of Male 37 38 25 13 8 121
respondent Female 20 16 8 7 1 52
s
Total 57 54 33 20 9 40
P value = 0.559
Reject Alternate hypothesis
ANALYSIS
There is no significance association between the gender of the respondents and
satisfaction level of respondents on the discount policy.
DECISION
Accept Alternate hypothesis, since P value > 0.05
One way ANOVA
NULL HYPOTHESIS:
There is no associated difference between the income group and satisfaction level of
respondents on discount policy.
There is association difference between the income group and satisfaction level of
ANOVA
Income of the Sum of Mean

respondents Squares df Square F Sig.
Between Groups 25.518 4 6.379 3.230 .014
Within Groups 327.827 166 1.975
Total 353.345 170
P value = 0.014
Accept alternate hypothesis
Reject Null hypothesis
ANALYSIS
There is association difference between the income group and satisfaction level of
DECISION
Accept alternate hypothesis, since P value < 0.05

One way ANOVA
NULL HYPOTHESIS:
There is no associated difference between the occupation and satisfaction level of
There is association difference between the occupation and satisfaction level of
ANOVA
Sum of Mean
Occupation Squares df Square F Sig.
Between Groups 1.448 4 .362 .315 .868
Within Groups 193.315 168 1.151
Total 194.763 172
P value = 0.868
reject alternate hypothesis
ANALYSIS
There is no association difference between the occupation and satisfaction level of
DECISION
Accept null hypothesis, since P value > 0.05

FINDINGS
 From the above study, it is inferred that 55.5% respondents are from the age 19 –
40 years.
 From the study conducted, it is found that 70% of the respondents are Male.
 From the study, it is said that 42.2% respondents are employed.
 From the above study, it is identified that 60.1 % respondents are married.
 From the above study, it is said that 36.6 % of the respondents earns above Rs.
75,000.
 From the above study, it is found that 97.1% respondents have visited coca cola
outlets
 From the study carried out, it is found that 35.8% of the respondents came to know
through family and friends.
 From the above study, it is inferred that 56.1% of the respondents have rated
excellent.
 From the study, it is said that 64.7% of the respondents have rated excellent.
 From the above study, it is said that 67.1% of the respondents have known about
the availability exchange offer and loyalty programmers.
 From the study above, it is inferred that 39.9% of the respondents have rated good.
 From the above study, it is said that 85.5% respondents have rated the availability
of coke as good.

 From the above study, it is discovered that 41% of the respondents have rated
very good.
 From the above study, it is found that 34.1% of the respondents have reported
neutral.
 From the above study, it is said that 46% of the respondents have not visited our
website.
 From the above study, it is said that 53% have not viewed our social media page.
 From the above study, it is inferred that 38.7% of the respondents rated good.
 From the above study, it is said that 47.4% respondents have reported that the
competitions are neutral.
 From the above study, it is found that 43.4% respondents are satisfied with the
consumers policy for new coca cola products.
 From the above study, it is said to be the 37.6% respondents have rated excellent.
 From the above study, it is found that 32.9% respondents are highly satisfied with
the discount policy.
 From the above study, it said that 39.9% of the respondents are highly satisfied
with the extended warranty.
 From the study, it is inferred that 41% of the respondents have rated good.
 From the above study, it is found that 78.6% respondents will refer others.

SUGGESTIONS
 Coca cola have improve its promotional platforms to improve to reach the new
customer. they have to reach all over Bangalore for a better sales and profits.
 Coca cola have to keep the promises to its customer at the time of delivery.
Coca cola should train their sales executives properly with adequate knowledge
and skill to handle customers. Coca cola should keep their commitment to
promise at the time of delivery and fulfill the customer expectation.
 Coca cola should enhance a quality goods for its customer at the time of service
and delivery. Coca cola should maintain its decorum and principle for its
customer to enhance the best quality and best service. Coca cola should be good
dealer of Coke in Chennai.
 Coca cola sales force should be reliable to its customer to withheld them from
changing their brand or dealers. Coca cola will have improve it advertising mode
and improve its strategy to attract new customers.
 Coca cola should improve it efficiency and growth to with stand in the market.
The growth of Coca cola is completely depend on the sales of the Coke coca cola
products. The company should focus on the sales by fulfilling the customer’s
needs.
 Coca cola should huge bidding amount to be in a top list in the search engine
platform to top the dealers list of Coke. Not everyone are well aware of Coca cola
, so that I suggest that company to pay high bidding amount to be a top on the
search engines.
 Coca cola should have good and sufficient customer relationship management to
its customers. Customer relationship management should solve the following
queries and serve at the best for its customers. The company should make sure
that they give more importance to improve the quality and service for its both
existing and new customer.
 Coca cola should maintain its goodwill to reach the customer. The company
should create good will among its customers to withstand the competitors and
other dealers. Goodwill is very important for every organization to retain its
customer from shifting of brand. It is very important for Coca cola to create a
goodwill among the customer.

 Coca cola should provide good discounts and loyalty to the existing customer. To
attract new customer coca cola should give better discounts and gifts for the
purchases made by the customers.

CONCULSION
It is the concluded that sales promotion is important to improve the sales of the
company and to reach new customers. Each and every organization should have a good
strategic plan for their promotion to withstand in the market with huge competition. The
discounts and loyalty program in the company will improve the sales by attracting new
customers. The best sales promotion will help the company to fulfil the organizational
objectives. The sales promotion is must to improve their sales in every organizations.
The sales is monitored based on the promotional activities practiced by the organization,
the company should have better promotional activities practiced in the organization to
estimate the sales.
Therefore, the sales promotion plays a vital role in the organization to fulfil the
organizational goals and objectives. The company should frame the best strategic plan to
meet the competition in the market and fulfil the customer needs. Many authors has
proved that the sales promotion is the key that helps the company to achieve the sales.
According to Philp Austin said that “sales promotion is a force that attracts humans to
consume the products” This explains that how sales promotion influences the customer
to buy a product.

APPENDIX
A STUDY ON SALES PROMOTIONAL ACTIVITIES OF WITH
REFERENCE TO COCA COLA PRIVATE LIMITED
Personal Information
Name:
Age: a) 18 b) 20 – 40 c) Above 40
Gender: a) Male b) Female
Occupation: a) Business b) Employed c) Professional d) Others
Marital status: a) Single b) Married c) divorced
Income: a) Below 25,000 b) 25,000 – 35,000 c) 35,000 – 50.000
d) 50,000 – 75,000 e) Above 75,000
1. Have you visited Coca cola ( Bangalore outlet) ?
a) Yes b) No
2. How do you come to know about us?
a) Advertisement
b) Friends and family
c) Social Media
d) Internet
e) Magazine
Others
3. How would you rate the ease of location of Coca cola ( Bangalore outlet)?
a) Excellent b) Good c) Neutral d) Bad e) Very
bad
4. How do you rate the ambience of Coca cola ( Bangalore outlet)?
bad
5. Are you aware of the availability of exchange offer and loyalty programs in our ?
a) Yes b) No c) Never
6. How effective was the exchange offer and loyalty programs in our to purchase
new car?
Bad

7. How do you rate the availability of the services provided ?

a) Good b) Neutral c) Bad
8. Are you satisfied with the free gifts provided by Coca cola ( Bangalore outlet) at
the time delivery?
a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied
f) Highly Dissatisfied
9. Was the beverage offered to you in Coca cola ( Bangalore outlet)?

a) Yes b) No
10. How was your taste experience in Coca cola ( Bangalore outlet)?
a) Very good b) Good c) Neutral d) Bad e) Very
bad
11. How do you feel about our advertisement on the basis of attractive and ethics?
a) Excellent b) Good c) Neutral d) Bad e) Very bad
12. Have you visited our website?
13. Have you liked our social media page (Facebook, Twitter, Instagram) for recent
updates?
14. How you rate the performance of our website and our social media page
(Facebook, Twitter, Instagram)?
bad
15. How attractive was the competitions organized by Coca cola ( Bangalore
Outlet)?
a) Attractive b) Neutral c) Not attractive
16. How satisfied are you with our Consumers policy for new coca cola products?
e) Highly Dissatisfied
17. How effective is our loyalty program for you?
bad

18. How satisfied are you with our discount policy?

19. How satisfied are you with our extended warranty policy?
20. At overall, how do you rate Coca cola ( Bangaloreoutlet)?
Bad
21. Would you recommend Coca cola to others?
22. Any other suggestion for Coca cola ?

BIBLOGRAPHY
REFERENCES
[1] Frank Kuper (2008) Advertising and sales promotion (Vol.2) No. 29 Industry like
manufacturing.
[2] Roddy Mullin (2010) Power of sales promotion and digital marketing (Vol. 1) No.
229 with relation to soft driks industry.
[3] Mitch Coca cola productson (2011) Behaviour of silent salesman and product
promotion, 1st Edition No. 179.
[4] Ken Kasar (2012) Principle and practices of sales promotion (edition 3) No.6
[5] Terence A. Shimp (2014) Market leading advertising (9th Edition)
[6] Craig Andrews (2014) Delivering the fundamentals (9th Edition) No. 17
[7] Dr. Sc. Almira Curri-Mehmeti (2015) Communication and relationship management
(Vol.7) Pg. No 77.
[8] Nikolaos Georgantzis (2016) Promotional effect and direct selling pg. No 45
[9] Christian Boris Brunner (2016) Strategic planning and sales promotional effect on
business.
[10] A'dillah Mustafa (2015) Digital marketing system in Malaysia (Vol no. 10)
[11] Intan Nurbaizura Zainuddin (2015) Effect of digital marketing pg. No. 57
[12] Sufy Rabea Adawiya Idris (2015) People behaviour towards digital marketing (Vol.
10) pg. No 46.
[13] Muhamad Faizal Abd Aziz (2015) Web 2.0 in business promotions.
[14] Allen, C. Pharm Med (2016) Review of promotional materials and development pg.
No. 177
[15] John Sinclair (2013) Brazilian and European style of sales promotion pg. No. 177

[16] Martin R. Schlissel (2014) Promotional strategy and best marketers (Vol. 4) pg. No.
197
[17] VV Subha Rao (2017) Recent research and development (Vol. 1)
[18] Philp avalik (2008) Business and management, International Baccalaureate (Vol. 3,
5th Edition) pg. No. 179, sales promotion leads to best sales.

Effectivness of Sales Promotional Activities & Its Impact On Sales

Uploaded by

Copyright:

Available Formats

Effectivness of Sales Promotional Activities & Its Impact On Sales

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Effectivness of Sales Promotional Activities & Its Impact On Sales

Uploaded by

Copyright:

Available Formats

EFFECTIVNESS OF SALES PROMOTIONAL ACTIVITIES & ITS IMPACT ON SALES

of opportunities that are obtained by market reseaarh.

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 1

Philip Kotler(1936) “Those marketing activities other than personal selling,

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 2

PROFILE OF SOFT DRIKS INDUSTRY

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 3

SCOPE OF THE SOFT DRIKS INDUSTRY

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 4

GLOBAL SCENARIO OF SOFT DRIKS INDUSTRY

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 5

TRENDS AND FUTURE SOFT DRIKS INDUSTRY

Technology- n trends will revolutionize how industry players respond to

Today’s economies are dramatically changing, triggered by development in

n by shared mobility, connectivity services, and feature upgrades, new business

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 6

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 7

PROFILE OF COCA COLA PVT. LTD.

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 8

NEED OF THE STUDY

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 9

 To study the effectiveness of the sales promotional activity at Coca

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 10

SCOPE OF THE STUDY

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 11

Sales promotions can be directed at either the customer, sales staff, or

Sales promotion includes several communications activities that attempt to

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 12

Allen, C. Pharm Med (2016) Reviewing promotional materials for

Nikolaos Georgantzis , Christian Boris Brunner (2016) The term promotional

A'dillah Mustafa, Intan Nurbaizura Zainuddin, Sufy Rabea Adawiya Idris,

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 13

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 14

sensational promotion of its achievements, but to become more critical towards

Terence A. Shimp, J. Craig Andrews (2014) Market-leading Advertising,

Martin R. Schlissel (2014) Promotion strategy of the better marketers in the

Ken Kasar (2012) Advertising and sales promotion is a comprehensive

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 15

You will gain knowledge of techniques used in current advertising, including

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 16

broadcast, and digital. The text provides an overview of how communication

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 17

Convenience Sampling, as the name implies is a specific type of non-

 Sampling Unit Target

The main target for this study is customers of the store.

The sample size for the study is calculated by 40 respondents

Data Collection Method

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 18

INDIAN ACADEMY DEGREE COLLEGE-AUTONOMOUS Page 19

Primary Data Collection Methods

Methods of primary data collection

This is a method of primary data collection in which researchers collect data

This is a method of primary data collection in which questionnaire is used as a

Telephone Interview Schedule

• Higher chance to reach the respondents at any place (geography).

• Saving travel time and cost.

• Low overall interview conducting time of sample as compared to other methods.

• Higher chances of random selection of units among the population