HIGHER NATIONAL CERTIFICATE IN BUSINESS ASSIGNMENT BRIEF

QUALIFICATION: B.TECH HNC BUSINESS UNIT NO AND TITLE: UNIT 4- MARKETING PRINCIPLES STUDENT NAME: __AKHIL MADEM______________________________ ASSESSOR NAME: SWATI RAGHUPATRUNI DATE ISSUED: ___________DEADLINE:__________SUBMITTED ON_______

ASSIGNMENT TITLE:

CHANGING TRENDS OF MARKETING OF THE INDIAN COLA

THTHTTHEoOFiININDI_________________ ______________

GAYATRI VIDYA PARISHAD

Report on Indian Cola

THE INDIAN COLA THE CHANGING TRENDS OF MARKETING

An Assignment by M.AKHIL

STUDENT DECLARATION
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Akhil madem

Student signature

Date

ABSTRACT
The report mainly focuses on identifying the orientation of the company towards the market. The advantages an d disadvantages of present orientation are evaluated and an opt orientation to mobilize the sales are explained with justification. No new ideas were discovered in this report, but the existing one are replaced.

INTRODUCTION
The Indian Cola company is operating in North India with a dozen of manufacture units. It produces carbonated Cola flavored drinks of the name COLA in north India, Quenching the thirst of its customers with the traditional flavor of cola since the past 5 years. But recently, the assessments of the company showed that there is stagnation in the sales for the past year. So the company is trying to change its marketing strategy.

OBJECTIVES
The primary objective of the report is to identify the companys orientation towards market place, evaluate its disadvantages and to bring out a better orientation for the mobilization of sales.

REASEARCH METHODOLOGY
The sources used in making this report are secondary sources from Published books, Research Journals and Blogs in the internet.

THEORITICAL FRAMEWORK AND ANALYSIS

MARKETING ORIENTATION OF THE COMPANY
They follow product concept, constantly improving the product. Since the cola has a peculiar flavor which is admired by its own set of customers, the taste has not been changed. But the products labeling, with more attractive graphics, and packaging of the bottles.

PRODUCT CONCEPT
This concept says that the consumer needs or opts for the product which is most in quality and performance or innovative features. Since company focus on making products and improve overtime, and has been adopting this. A new product is not a successful one unless it

is priced, advertised and sold properly. Even if priced and sold properly, if our product doesnt reach to the needy customer, its still a backdrop.

ADVANTAGES OF THE PRODUCT CONCEPT The main advantage of the product concept is that the company can never run out of
the product its producing

DISADVANTAGES IF THE PRODUCT CONCEPT

In a heavy queue, it takes time to deliver the product. This prevents innovation as we are confined to only one product and its development. Compromises holistic vision of the product. Maintenance overhead of cost and efficiency and other things. . So if the company switches to marketing, the market share of the company would be more and as well are the profits. In marketing, product quality is ensured as well as the relation with the customer. It is more like making a customer than the sale

MARKETING CONCEPT
The other concepts like product, production and selling are like making a product and selling them. But marketing is like sensing and responding to the companys presentation of the producer. Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the sellers needs to convert the products into cash; marketing with the idea of satisfying the needs of the customer by means of product and the whole cluster of things associated with creating, delivering and finally consuming it.( Theodore Levitt, Marketing Myopia, Harvard Business Review(July-August 1960): 50)

ADVANTAGES OF MARKETING

The main benefit of the marketing strategy is brand recognition. It creates a value and belief in the customers mind that our company is an honorable and a recognizable one. Once we have grounded and get a good market share, this marketing makes us live with and retain our customers, if we maintain a healthier relationship. Also helps us to find true and potential customers. This helps to avoid the unnecessary costs of trying an unwilling customer on the product. It helps to find the real customers who are in real need. Marketing, and more so, effective marketing will help reduce the break-even period of a business. By promoting a product or service through effective marketing, a business can promote its sales and reach its intended clientele faster. When using direct marketing one can communicate directly with our chosen target market, like the target market of cola product are the people above the age of 9. And this would give a better sales and success rate than communicating to the mass market. Where there are many who are not interested in our beverage. If one uses effective techniques for sourcing, one can generate new customer prospects and grow sales to new customers. Marketing lets us adapt and respond to the needs of our market, and the business. The comapny can achieve fast and flexible sales results using marketing. For example, you could use a direct marketing campaign to:

boost sales of a particular product like any other flavor in our company Run out discontinued stock; but none such has occurred till now. Renew stale sales figures. Increase customer contacts. Follow-up on a promotion.

Since the company follows marketing strategy, it is recommended to follow Cost Benefit Analysis; in short it can be called as CBA. A French Economist Jules Dupuit was credited for the design of this Cost benefit Analysis. It is a systematic procedure which involves the following steps

COST BENEFIT ANALYSIS Listing all stake holders of the company Predicting the outcome of the company for a particular period of time using
mathematical methods like Sampling Distribution.

 Applying discount rates to the estimated out come to perform another Statistical
analysis to test the robustness of the results

Adopting the recommended procedure after the analysis of mathematical results FINDINGS
In the initial stage of a company, its ideal to choose product concept and later switch to marketing concept. Because the product concept exposes our product to the market efficiently in the initial stage than marketing. Marketing is ideal to survive and expand

SUGGESTIONS
If we do design a perfect marketing strategy and implement it with a little practicality, we could be successful. For an example lets see an example of a company which have switched its strategy. P&G is a world famous company for its products in foods, beverages and personal care products. This company has been following the marketing strategy which now operates with the annual assets of 132.2 billion US$ is getting a revenue of 83.68 billion US$ in 2012 as cited in an online link http://www.pg.com/en_US/investors/financial_reporting/annual_reports.shtml, has changed its marketing orientation from following the product concept to upgrading themselves to the marketing of their product. They also involved societal marketing, making the consumers to donate a little amount of money to make play grounds to children. In a similar fashion the company can evolve gradually.

CONCLUSIONS
Holistic marketing shall lack in case of following product concept High costs of maintenance due to lack of analyzing Cost Benefit analysis would be very useful in analyzing By following marketing concept, the company can identify true and potential customers in the target market.