THE STUDY ON RETAILER ACCEPTANCE OF COCA-COLA SPLASH BAR IN

TRIVANDRUM AREA

Anujith KRRoll NO 13400008

CET School of Management

PROJECT GUIDES INTERNAL EXTERNAL

MRS.LINDA SUSAN MATHEW MR.RAGAVENDRAN P.BPROFESSOR HR MANAGERCET School of Management COCA-COLA,KERALA

Introduction • A new project of Hindustan Coca-Cola.

• Reach ability to rural and semi-urban markets

• Affordable prices.

• 100-250 ml Quantity

Statement of the problem• To gain an insight into retailers’ acceptance towards Splash bar

• Introduced to retailers

• Lack of acceptance among retailers

• Brand image & satisfaction

• High competition

Objectives

• To study the retailer acceptance of Coca-Cola splash bar.

• To identify most demanded offer by retailers in soft drink

industry.

• To identify the various rural & urban retailer problems and offer

solutions to those problems.

• To study the retailer satisfaction towards various brands of the

company products

Research Design• Sample Size: 110 • Sampling design: Non-probability convenience sampling• Observational design: • Primary data: The primary data is collected by personal interviews and

questionnaires with customers.• Secondary data: Internet, company site, article and text books.

• Statistical Design: Percentage Analysis & chi square test

Scope of the study• Retailer acceptance for a new product can be improved • Increase market penetration ( 65 % )• Availability of product • High growth potential at BOP customers• Sales growth

Limitations of the study• Lack of retailer interest to give response • Higher outlet numbers • Lack of product awareness • Time requirement

Summary of Findings• Splash bar is on growth stage in product life cycle.• Schemes and offers changes• More loyalty • regional marketing.• Season affects the sales• Attractive pricing

Suggestions• Provide special schemes and offers to the retailers• Stable schemes • Returns and claims settlement • Loyalty schemes• Distribution• Good margin over products• Feedback from retailers

Conclusion• Retailers are the important marketing channels paving way to better

customer relationship.• Retailers play important role in increasing company’s profit and product

preference.• They are the end of the marketing communication process providing effective

reach of the product and thus increasing brand value of the company.• Retailer need to be motivated for the effectiveness of organisation’s

marketing practises.• In case of Coca-cola retailers are motivated only to certain level. Hence Coca-

cola need tofocus on satisfying the retailers in selling Coca-cola products as they are the valuable assets tothe organisation.

• Coca-cola should come out with more offers to satisfy the retailers. They need to focus on building positive image regarding the product on retailer’s mind. Hence they need to concentrate on taste of the product and introducing new product line.• Retailers need to be rewarded with respect to the performance to the

sales. • Satisfied retailer are worthy asset to the organisation and thus

increasing competitive advantage over the rivalries

Thank you..