1.

1 INTRODUCTION
Sales promotion is one of the elements of the promotional mix. (The primary elements in the
promotional mix are advertising, personal selling, direct marketing and publicity/public
relations). Sales promotion uses both media and non-media marketing communications for a pre-
determined, limited time to increase consumer demand, stimulate market demand or improve
product availability. Examples include contests, 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.

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, contests, rebates, and sweepstakes.

Sales promotion is implemented to attract new customers, to hold present customers, to

counteract competition, and to take advantage of opportunities that are revealed by market
research. It is made up of activities, both outside and inside activities, to enhance company sales.
Outside sales promotion activities include advertising, publicity, public relations activities, and
special sales events. Inside sales promotion activities include window displays, product and
promotional material display and promotional programs such as premium awards and contests.

Sale promotions often come in the form of discounts. Discounts impact the way consumers think
and behave when shopping. The type of savings and its location can affect the way consumers
view a product and affect their purchase decision.[2] The two most common discounts are price
discounts (“on sale items”) and bonus packs (“bulk items”).[2] Price discounts are the reduction of
an original sale by a certain percentage while bonus packs are deals in which the consumer
receives more for the original price.[2] Many companies present different forms of discounts
in advertisements, hoping to convince consumers to buy their products.

Sales promotion refers to the short-term incentives to encourage sales of a product or

service. It consists of a diverse collection of incentive tools, mostly short-term, designed to
stimulate quicker and greater purchase of products or services by consumers.
 Sales promotion consists of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker or greater purchase of particular products or services by
consumers of the trade.

1.2 NEED OF YOUR STUDY

The success of any organization is highly dependent and how it attracts and retains
new and existing customers. Today every company needs to be more flexible so that they
attract more customers for the products offered.

The effectiveness of promotional activities helps the company to increase the sales
and encourage the repeat purchase. We also try to know the awareness of the sales
promotional activities as advertising plays an important role in sales promotion.

Sales promotion consists of a variety of companies. Sponsored promotional activities

that supplement both advertising and personal set up. These activities are impersonal and can
be directed at buyers, intermediaries or consumers.

The main purpose of the study is to know the effectiveness of the promotional
activities with special reference to advertising practices followed in Coca cola pvt ltd. From
the study we expect to know to what extent the promotional activity benefited to the company
and what the things are the customer expecting from the company to improve sales.

The study is applied descriptive in nature. It also tends to find impact of different
communication channels and advertisement impact on consumers. At the same time, it was
intended to find out the fastest moving brand in the market.
1.3 OBJECTIVES OF THE STUDY
This study is undertaken to analyze the sales promotion techniques, especially through
advertisement, used by COCA COLA PVT LTD.

Objectives:

 To find out the influence of Sales promotion on the sales of the COCA COLA PVT
LTD products

 To find the most effective tool of Sales promotion technique to entice customers

 To study various advertising and sales promotion techniques used by COCA COLA
PVT LTD

 To analyze the different medium through which the advertisement reaches maximum
number of people in the market

 To analyze the strategies that the company should adopt to turn viewers into
consumers

 To know the present status of the competitors of COCA COLA PVT LTD in terms
of advertisement

 To analyze what the viewers expect from the advertisement in the present generation
1.4 RESEARCH METHODOLOGY
Research is a systematic method of finding solutions to problems. According to
Clifford woody, “research comprises of defining and redefining problem, formulating
hypothesis or suggested solutions, collecting, organizing and evaluating data, reaching
conclusions, testing conclusions to determine whether they fit the formulated hypothesis”

For the purpose of study, both primary and secondary data has been collected. The
observational method and survey research method is used to collect the primary data.

The necessary data has also been collected from official records and other published
sources. The collected data is classified, tabulated, analyzed and interpreted later.

DATA COLLECTION:

There are two types of data collection

1. Primary data

2. Secondary data

Primary data

 Primary data is personally developed data and it gives latest information and offers
much greater accuracy and reliability.

 There are various sources for obtaining primary data i.e., Mail survey, personal
interview,

 Field survey, panel research and observation approach etc.

 The study to maximum extent dependent on primary data, which is collected by way
of structures personal interview with customers.

Primary sources considered with regard to Sales Promotion Through Advertisement Practices
at COCA COLA PVT LTD.:

 Interaction with the customers and employees of Coca cola pvt .

Secondary data

Secondary data is the published data. It is already available for using and its saves
time. The mail source of secondary data are published market surveys, government
publications advertising research report and internal source such as sales, sales records
orders, customers complaints and other business record etc. the study has also depended on
secondary data to little extent, which is collected through internal source.

Secondary sources considered:

 Websites

 Journals

 Annual Reports

Sampling Design:

A sample design is a finite plan for obtaining a sample from a given population.
Simple random sampling is used for this study

Sample Size:

Number of the sampling units selected from the population is called the size of the
sample.

For this study, a sample of 50 respondents was interviewed from the customers and
workers of COCA COLA PVT LTD.

Research Findings:
Considerable amount of time was spent to collate the findings of the research. The
findings had to be stated. These findings were also discussed with the management team at
COCA COLA PVT LTD to get a lateral view.
1.5 SCOPE OF THE STUDY
The study gives an idea to develop the sales promotion through advertising techniques
in Coca cola pvt ltdLtd. It involves the evaluation of the present advertising promotional
activities of the company. With the help of the study, we can give suggestion regarding
advertising techniques and its effectiveness offered by the company. The study brings an
awareness of the sales promotional activities by advertising in an accepted media. The scope
of the study is limited to the information gathered from the customers and the company only.
 The study is carried out by taking the feedback of building contractors, direct
customers, retailers and wholesalers of Coca cola pvt ltd
 The study, Sales Promotion Through Advertisement Practices, is carried out in
Hyderabad city
 The survey and secondary research conducted will provide the details about the
advertisement as a strategically sales promotional tool by the company to promote its
products in the market
 This study is aimed at providing useful insights to the management of COCA COLA
PVT LTD on various promotional tools prevailing in the market, with special
reference to advertisements.
1.6 LIMITATIONS
Every study has its own limitations in terms of methodology and available resources
for its conduct. This study was not an exception and was carried out under the following
limitations:

 The research was confined only to COCA COLA PVT LTD in Hyderabad region

 The study is limited to advertisement practices of COCA COLA PVT LTD only.
Others are not taken into the purview of the study

 Few respondents were reluctant while answering the questions

 The time was also one of the hindrances in the research

 Some important information was not there due to confidentiality involved in it

 Accuracy of the study is limited due to the possible bias of the respondents.