Promotional Mix of Coca Cola

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

The role of promotion is to forge a link between your company and the consumer. Promotion has both a role of action and analysis in the business. It is used to design and deliver products that will satisfy the consumer. Even today, these concepts are taught and followed by every business operating in any industry. The latest trends aimed at the study of experiential promotion, which encompasses the vision of consumption as experience, in which the purchasing process merges with the perceptual stimuli, sensory and emotional.

Pricing strategy is the most key strategy while launching a new product. Price should be charged, keeping in view the target. Price should be set by considering two factors; cost and target market. Price should cover the cost of the product. It should not be as high that people switch to other products. Management should decide which pricing strategy they want to adopt either skimming or penetration pricing strategy should be adopted according to the market characteristics. It is also decided while pricing that what significant cash discounts will be offered for bulk buying.

Table of Contents

CHAPTER 1 - INTRODUCTION6

Background of the study6

Problem Statement8

Research Aims and Objectives9

Significance of the Study9

Rationale of the study10

Research Question10

CHAPTER 2 - LITERATURE REVIEW11

Introduction11

Promotion - The larger picture12

The promotional mix12

Recent developments in the promotional mix13

Implementing the promotional mix for customer engagement14

The broader implications of the promotional mix15

CHAPTER 3 - METHODOLOGY17

Research Design17

Literature selection criteria17

Search technique18

Data Collection, Handling & Analysis19

CHAPTER 4 - FINDINGS & ANALYSIS22

Findings22

CHAPTER 5 - CONCLUSION & RECOMMENDATIONS24

Recommendations24

REFERENCES27

APPENDIX I30

APPENDIX II31

CHAPTER 1 - INTRODUCTION

Background of the study

Because Social Media has caused a fundamental shift in the last P, Promotion. The youth has now shifted their focus on the social media, and since they believe that they have not been provided with enough space in the society, they have made their own world in the social media, where they communicate, develop relationships and play and learn different things (Abdel-Aty, Bai, Li & Michala, 2007). Many companies understand that a shift in Promotion, has occurred. Unfortunately, however, they only grasp part of the shift. Companies recognize that many of their customers are now gathered on Social Media platforms like Facebook, Twitter, etc. The problem is that many companies view Social Media as just another Promotion channel, no different than TV, radio, or print.

As such, these companies believe they only have to change where their promotion messages are being delivered. But in reality, they also have to change how their messages are being delivered. Social Media has given the customer an unprecedented voice and reach (Abdelghany, ...