CHAPTER I

INTRODUCTION

1.1 BACKGROUND
The concept of globalization has led easy availability of products and services all over the world.
Such favorable condition has brought an essence of marketing activities to expose those products
and services. In todays world, we are surrounded by a wide range of products and services and
we are familiar with most of those products because of the marketing activities.
The study is mainly conducted to be aware about the marketing function especially promotional
mix strategy of the Coca-Cola Company. The study focuses on the promotional strategy of CocaCola Company.

1.2 OBJECTIVE
The general objective of this report lies on finding the promotion strategy of Coca-Cola
Company. However, some of the specific objectives and are presented as follows:

To find out the promotion mix of Coca-Cola Company in Nepal.

To find out its marketing channel.

To find out brand awareness and product positioning.

To know its product life cycle.

1.3 DATA COLLECTION

Data is the building block of any research. Simply, data is the facts, texts or numbers that can be
collected. The sources of data can be divided into two categories i.e., primary sources and
secondary sources.
Primary sources of data are the first hand source of information. In this study, only observation
was done to collect first hand source of information
Secondary sources of data refer to those which are already gathered by others. In this study,
websites, published journals, magazines, Radio, television, etc were used to collect second hand
source of information.

1.4 LIMITATION
Every study suffers from some level of constraints. Some of the limitations I encountered while
conducting this study are as follows:

Lack of reliable information and data.

Time limitation.

Lack of field visit to conduct the study.

Not sufficient information.

CHAPTER II
INTRODUCTION OF THE COMPANY

1.1 INTRODUCTION
Coca-Cola Company is one of the leading brand as well as one of the successful companies in
the world. Its main product is itself the coca-cola which has gained a lot of popularity in the soft
beverage product line.
The Coca-Cola Company is an American multinational beverage corporation and manufacturer,
retailer, and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered
in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pembertons bookkeeper,
Frank Robinson. The company is best known for its flagship product Coca-Cola, invented in
1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and
brand was bought in 1889 by Asa Griggs Candler, who incorporated The Coca-Cola Company in
1892. Company operated as a franchised distribution system since 1889. Currently, it offers more
than 500 brands in over 200 countries and serves over 1.6 billion servings each day.
In context of Nepal, Bottlers Nepal Limited (BNL) is the only bottler of Coca-Cola products in
Nepal. It has two bottling plants; namely Kathmandu (Bottlers Nepal Limited BNL) and
Bharatpur (Bottlers Nepal (Terai) Limited,) which is 160 km from Kathmandu, its capital. The
import of Coca-Cola from India to Nepal first began in 1973 and six years later in 1979, the local
production of the drink in the country itself was started. Promoted by the Khetan Group, one of
the leading business organizations in Nepal, Bottlers Nepal also handles the bottling and
marketing of other products such as Sprite and Fanta.
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1.2 BRANDS UNDER COCA COLA

Coca-Cola has been extending its product line through addition of various products according to
its compatible market. Following are some of the brands under Coca-Cola:

All those products fall under the same industry i.e. Beverage Industry and they are contributing
for the growth of Coca-Cola Company.

1.3 PRMOTIONAL MIX STRATEGY OF COCA-COLA IN NEPAL

With the worldwide operation, Coca-Cola Company has gain a lot of popularity. It has also been
successful in Nepal and maintained a large market share in beverage industry.
Promotion mix is a combination of communication tools such as personal selling, advertising,
sales promotion, public relation and direct marketing. It focuses on using best combination of
promotional tools to promote the product to the target market.

Entitled as Refresh the Marketplace the marketing, sales and distribution strategy for Bottlers
Nepal Limited include a robust Consume Response System to address any consumer/ customer
concerns, ideas, suggestions either on product and its quality or on stock supply, maintenance of
equipment, etc. The company makes sure to deal all consumer concerns with a fair, timely and
friendly manner so as to satisfy them and resolve their concerns.
Towards the promotion of the product, Bottlers Nepal Ltd. uses following promotional mix:

Advertising:
It is paid form of promotional tool.
Indoor media such as newspapers, magazines, radio, television, etc.
Outdoor media such as hoardings, truck backs, wall paintings, etc.

Picture: Wall Painting

Picture: Hoarding
Board

Sales Promotion:
It consists of diverse collection of incentive tools, mostly short term, designed to generate
heavy sales volume.
POS (Point-of-sale)

 Consumer contests such as offering some kind of reward like money, free ticket,
smartphones, etc.

Public Relation:
It involves variety of program designed to promote and protect companys image.
News
releases
such

as

building

fully
automatic
Effluent Treatment Plant (ETP) in each of its plants to protect and preserve local
environment.
Sponsorship of social events such as football competition, donation program, etc.

CHAPTER III
ANALYSIS, MAJOR FINDINGS AND CONCLUSION

3.1 ANALYSIS AND MAJOR FINDINGS

Coca-Cola Company is one of the successful multi-national companies in todays world having
coverage over more than 200 countries. It has occupied huge market share and maintained its
growth to sustain in todays competitive global market. With huge popularity, it has been able to
create brand value in Nepal. From urban to rural area, it has occupied the target market of
beverage industry. It is easily available in the every departmental stores and local stores (Kirana
Pasal) which is affordable to every person. It has created a sense of brand awareness among most
of the people in Nepal.
By conducting the study, following things were regarded as major findings:

Bottlers Nepal Ltd. is making attempt to conduct direct marketing campaign to increase

its brand value.

It has been working in joint promotion strategy with Samsung Mobile, Automobile

Company to promote the product.

It is still in its growth stage, so it is using heavy promotional tools like advertising and

public relation.
Mainly, the promotion strategy in Nepal is influenced by Indias marketing strategy and

Nepali dubbed ads are played in TV commercials.

People are very much conscious about the product and have good product positioning.
Pepsi drink is giving a tough competition to Coca-Cola in terms of promotional tool as
well as product pricing.

3.2. CONCLUSION
With the growing consumption of Coca-Cola, it is clear that the product is very much successful
and easily available. Such thing mostly depends on the marketing activities related to promotion
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of the product. Without promotion, the product cannot get much emphasis and it cannot create
value amongst the customers. With the slogan of Open Happiness, it has created a positive
mindset for the consumption of the product.