The Coca Cola corporation is defined to be the most well known trade mark in the world, and it is justly so. Coca Cola owns over 400 brands that appeal to many different people all throughout the world. They are able to satisfy the needs of all their consumers and make their experiences with Coca Cola better. The Coca Cola products appeal to a wide range of people from all races, genders, and ages. Coca Cola is well known for its worldwide popularity as its products are sold to over 200 counties, while major competitors only sell in several countries, putting Coca Cola ahead of all competition. Coca Cola is a obvious and easily recognized by all. The popularity of Coca Cola has grown very recognizable company. It is known worldwide and its branding is constantly earned by Coca Cola surpasses all other beverage companies and these funds would over the years, is still growing to this day, and will continue into the future. Many aspects of Coca Cola prove to be superior to that of competitors, ranging from promotional techniques to corporate structure.
Some of these aspects include, positioning, market mix strategy, and implementation plan. These aspects place Coca Cola superior to competitors, instigating Coca- Cola to aspire higher goals and missions. It is our mission at Coca Cola to refresh and completely satisfy the world and it is our vision to make a bottle of Coca Cola available within arms’ reach of every person all around the globe. The project aim is studying the impact of activation on sales at Hindustan coca-cola Beverage private Ltd. The required for the study is collected through structured questioner. Respondents for survey were college canteen outlet in south Bangalore. A survey is being adopted in the study to gather information. Primary data was collected through a structured questionnaire consisting of open ended and close ended questions. Samples of 100 college canteen outlet were surveyed. The secondary data was collected from the company report, company officials, company executives, internet etc.
The data collected was analyses using different tools such as graphs, percentage methods and tables. It was found from the study that activation increases outlet sales and profit, which in tern increases company profit. Also activation makes customers to like and buy the brands. Here I am worked on the happy deal offer stores this is one of the promotion activity and this is only for selected grocery stores outlet this give discount on particular product that is for the end consumer from the outlet. The company should bring more numbers of outlet in the grocery stores category, so that more profit can be gained. Activation creates brands awareness in consumers; this leads to brand identity , which leads to brand identity, which leads to brand acceptance and in tern leads to value creation, this leads to brand image and makes customers brand loyal and leads to more consumptiom. Global Strategy of Coca-cola:
(Zhang, 2010)Indian market is one of the major developing economies in the world. The Coca-Cola Company is mentioned as a global company with global products and global activities. In1980 the company was moving towards centralized control. At that time the motive of thecompany are to be global in order to expand geographical wise into many of the countriesin which the company does business today. In 1990 the world began to start smaller andsmaller as a town for the global companies. Globalization forced changes to appear so fast that many countries could hardly manage the new global environment. ―As a result, the very forces that were making the world more connected and homogeneous weresimultaneously triggering and preservation of unique culture identity. The world isdemanding greater flexibility, responsiveness, local sensitivity, nimbleness, speed,transparency and loca l sensitivity had become essential to success‖ (Draft, 2000). Coca -Cola Company sees itself not as a global organization, but as a multi-local enterprise(Swenson, 2001).
Coca- Cola Company historical strength came from operating as a ―multi -local business that for a very long time relies mostly on the insight of local bottling partners.That’s why the global strategy of coca-cola allows its business in more than 200 countriesto act according for local laws, local culture, and local needs and so on. Coca-Cola pursuesan assumed global strategy, allowing for differences in packaging, distribution, and mediathat are important to a particular country or geographical area. Hence, the global strategy islocalized through a specific geographic marketing plan. Instead of applying a global strategy, it is likely to be a strategy of thinking globally, but acting locally. ―The global success of Coca-Cola is the direct result of people drinking it one bottle at the time in theirown local communities. So we are placing responsibility and accountability in the hands of our colleagues who are closest to those billions of individual sales‖ (Draft, 2000). This signifies that if their local colleagues develop an idea or a strategy that is the right thing todo locally, and it fits within fundamental values, policies, and standards of integrity andquality of the Coca-Cola Company, then they have the authority and responsibility to doso.