Promoting Minute Maid Pulpy Pear in India

This assignment focuses on analyzing Coca-Cola's promotional strategies for their product, Minute Maid Pulpy Pear, specifically targeting the Indian market. Students are required to examine the appropriateness of various promotional techniques, considering factors like target audience, competition, and marketing mix elements (product, price, place, promotion). The assignment also delves into the challenges Coca-Cola might face in implementing these strategies and encourages students to provide recommendations for improvement.

What are the techniques which marketing
managers use when promoting an existing
product within a different region?

TABLE OF CONTENTS
Chapter 1: Introduction....................................................................................................................1
1.1 Title........................................................................................................................................1
1.2 Introduction............................................................................................................................1
1.3 Background............................................................................................................................1
1.4 Rational..................................................................................................................................1
1.5 Aim and objectives................................................................................................................2
1.6 Research question..................................................................................................................2
1.7 Focus and Purpose.................................................................................................................2
1.8 Dissertation structure.............................................................................................................3
1.9 Framework and analysis........................................................................................................3
1.10 Significance of the research.................................................................................................5
Chapter 2: Literature Review..........................................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Promotion..............................................................................................................................6
2.3 Tools and techniques for promotion......................................................................................7
2.4 Critical evaluation of different Promotional strategies........................................................10
2.5 Research gap........................................................................................................................13
references.......................................................................................................................................14

CHAPTER 1: INTRODUCTION
1.1 Title
“To identify different techniques which can be used by marketing managers for
promoting an existing product within a different region: A case study on Coca-Cola”.
1.2 Introduction
Each and every organization needs to adopt appropriate strategy to expand its business at
national and international level. There are number of strategies which can be used by
organization for introducing new and existing product in present and new market. The current
research study is based on determining appropriate strategy which can be used by marketing
manager of an organization for promoting its existing product in different region. The current
research has chosen Coca-Cola which is one of the leading organization of United States and
provide appropriate contribution in economic development of the nation (O’Guinn, Allen,
Semenik and Scheinbaum, 2014). It is operating its business in all over the world and offer long
range of products and services to its customers. For attaining research objective the current
investigation will follow a very systematic process. This process will comprise literature review,
research methodology and data analysis chapters. All these segments of investigation process
will help in getting appropriate solution of the research problem.
1.3 Background
Coco-cola wants to expand its business in different countries. It uses appropriate methods
and strategies for business expansion. Recently it has introduced “Minute Maid Pulpy Pear”
product in market of China. This product has got planned success in this market now
organization wants to launch the same product in Indian market (Yamu, Voigt and Frankhauser,
2014). But, still there are some issues about the marketing strategies of the company for this
purpose. There are different tools and techniques of strategic planning such as Ansoff matrix,
BCG matrix, Strategic map, Porter’s generic strategies, etc. All these models can be used by
different organization for strategic growth of an organization (The Coca-Cola Company, 2016)
.
1.4 Rational
Number of organizations are facing issue in promoting existing products and service in
the new market. Inappropriate strategy leads failure of the strategic implementation in the new
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market. Due to this reason organization does not get appropriate success in product launch. It is
an issue because management of the organization does not analyze each and every strategic
option in effective manner. It is an issue now because Coca-Cola has launched number of
existing product in new market in past but only few products get planned success. Now it wants
to launch Minute Maid Pulpy Pear in India. So, researcher wants to resolve this issue in effective
manner and wants to suggest appropriate technique for promoting Minute Maid Pulpy Pear in
new market. Regarding this researcher will shed light on number of strategic tools and
techniques which are appropriate for this organization.
1.5 Aim and objectives
Aim:
“To identify different techniques which can be used by marketing managers for
promoting Minute Maid Pulpy Pear in India: A case study on Coca-Cola”.
Objectives:
 To identify number of tools and techniques for promoting products and services of Coca-
Cola.
 To critically analyze different strategies for promoting Minute Maid Pulpy Pear product
of Coca-Cola in India.
 To suggest appropriate techniques which can be used by marketing managers of Coca-
Cola for promoting Minute Maid Pulpy Pear in India.
1.6 Research question
1. What are the major tools and techniques for promoting products and services of Coca-
Cola?
2. What are the major advantages and disadvantages of different strategies for promoting
Minute Maid Pulpy Pear product of Coca-Cola in India?
3. What is the major way by which marketing managers of Coca-Cola can promote Minute
Maid Pulpy Pear in India?
1.7 Focus and Purpose
As per the research objectives author wants to determine appropriate strategy which can
be used by marketing manager for promoting existing product in new market. So, identification
of the suitable technique for promoting Minute Maid Pulpy Pear in India is the major purpose of
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the research. For fulfilling this purpose researcher will focus on different tools and techniques of
strategic planning. Along with this, focus will also be given on major advantages and
disadvantages of different growth strategies for promoting existing product of Coca-Cola in
India. Research will shed light on most appropriate technique which can be applied by marketing
manager of the company for the same (Spence, McNaughton and Campbell, 2013).
1.8 Dissertation structure
The current dissertation will follow a very systematic structure of different chapters
which will help in accomplishing the whole investigation in appropriate manner. Structure of the
current research is as follows:
 Chapter 1- Introduction: It is a brief introduction about the research subject, aim and
objectives and entire investigation. It will comprise information about the dissertation
structure and framework and analysis (Ying and Pheng, 2014).
 Chapter 2- Literature Review: Historical investigation relevant to the current subject will
be included in this chapter, it will help in analyzing past research studies on strategic
planning and promotion.
 Chapter 3- Research Methodology: This chapter will include information about the
appropriate methods which will be used by researcher for completing whole investigation
in effective manner. It includes appropriate methods of investigation such as research
philosophy, approach, design, strategy, data collection methods, etc (Kwakkel, Walker
and Marchau, 2012).
 Chapter 4- Data Analysis: After collecting appropriate facts about strategic planning and
promotion of existing product of Coca-Cola researcher will use suitable methods for
analyzing all information. This chapter will comprise all findings which can help in
making meaningful conclusion for the current investigation.
 Chapter 5- conclusion and Recommendations: This chapter will include result about
appropriate techniques which can be used by marketing manager of Coca-Cola for
promoting Minute Maid Pulpy Pear in India (Mydin, 2015).
1.9 Framework and analysis
Author will use appropriate methods for identifying appropriate techniques for promoting
Minute Maid Pulpy Pear in India. Brief discussion of these methods are as follows:
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 Research philosophy: For the current investigation researcher will use positivism
research philosophy because it focuses on the objective of the research rather than
subjectivity of the topic.
 Research approach: Author will use deductive research approach because author will
apply appropriate hypothesis testing for checking the appropriateness of the past findings
for the current study. It will not develop a new theory it will analyze number of theories
and then get appropriate findings for the current investigation (Agarwal, Grassl and Pahl,
2012).
 Research design: Descriptive research design will be used by researcher for conducting
current investigation. It will be used by researcher because author needs to do survey of
managers of Coca-Cola and descriptive is one of the best design for conducting survey.
 Research strategy: The current investigation will use combine strategy of qualitative and
quantitative. Qualitative research strategy will be used by researcher for understanding
subjective concepts of number of strategic planning tools. On the other hand quantitative
techniques will be applied for determining one of the suitable method for promoting
Minute Maid Pulpy Pear in India.
 Data collection methods: Primary and secondary data collection methods will be used for
collecting new and historical information about the current subject. Collection of data
will help in resolving research issue in more appropriate manner.
 Sampling: For primary data collection researcher will use survey methodology and
regarding this researcher needs to select an appropriate sample of managers of
management team of Coca-Cola. Regarding this researcher will use random number
sampling method because it provides equal chance to each member of research
population to select in sample (Kaur, 2014).
 Data analysis: Current investigation will use thematic and statistical analysis methods for
examining collected facts and figures. Thematic analysis will be used by researcher for
examining qualitative information and statistical analysis will be applied for examining
numerical information about the research subject.
1.10 Significance of the research
Accomplishment of the current investigation will be very significant for number of
research scholars who wants to conduct investigation on similar subject of promotion. Along
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with this, it will be also beneficial for management of Coca-Cola because they can use the
suggested strategies for pro0motijng Minute Maid Pulpy Pear in India. Along with this, it
increase the future scope of the investigation on growth strategies and promotion strategies.
Including this, current study is significant for organizations of other industries also if they want
to promote their existing product in new market (Spence, McNaughton and Campbell, 2013).
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Promotion of products and services is very important for each and every organization. It
helps in increasing awareness of customers which leads augmentation in total sales of the
organization. But it is very difficult to identify appropriate strategy of promotion for specific
product of the company (Peeters, Clements and Gilmore, 2012). Major aim of the current
investigation is determining different techniques which can be used by marketing managers of
Coca-Cola for promoting Minute Maid Pulpy Pear in India. The current chapter focuses on
historical investigation on similar subjects which have conducted by different researcher in past.
Therefore, literature review will comprise historical studies relevant to promotion, tools and
techniques of promotion, different strategies which can be used by organizations and their impact
on companies (Ngai, Peng, Alexander and Moon, 2014). Historical articles of these subjects will
help in selecting one specific strategy of promotion for Minute Maid Pulpy Pear in India.
2.2 Promotion
Turco, 2015 has concluded that “Promotion can be defined as set of activities which help
in communicating product, brand and services to users” (Turco, 2015). Similarly, Cosentino and
Baker, 2015 has stated that “Promotion can be defined as an idea which helps in increasing
awareness of customers about products of the organization” (Cosentino and Baker, 2015).
Moreover, Goodall and Ashworth, 2013 has concluded that “Promotion of products and services
helps in attracting customers to buy product of the company in preference of others” (Goodall
and Ashworth, 2013). As per all these statements, it very important for an organization pot
promote its existing and new product for launching local and international markets. Including
this, Andrade, Hastings and Angus, 2013 has said that “Promotion is beneficial for advertising
and marketing of products and services and developing strong brand position in market”
(Andrade, Hastings and Angus, 2013). There are different tools and techniques which can be
used by organizations for promoting their products. McMackin, Dean, Woodside and McKinley,
2013 has determined different techniques of promotion for organization, such as advertisement,
press release, customer promotion, trade discount, sales promotion, etc (McMackin, Dean,
Woodside and McKinley, 2013). but, each and every organization needs to select appropriate
techniques of promotion as per the characteristics of products and services.
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O’Guinn, Allen, Semenikn and Scheinbaum, 2014 has asserted that “Technology is
changing day by day which is affecting each and every department of the organization so, it has
direct impact on marketing and promotion activities of the firm” (O’Guinn, Allen, Semenikn and
Scheinbaum, 2014). There are different techniques and methods in which organization needs to
sue latest technologies for promoting their brand for example, digital marketing. Kwakkel,
Walker and Marchau, 2012 has concluded that “Technological promotion methods requires skills
and knowledge as well as huge amount of investment, etc” (Kwakkel, Walker and Marchau,
2012). As per this investment for effective promotion organization needs to select appropriate
techniques else it will affect individual as well as financial performance of the whole
organization. So, before selecting any techniques organization needs to focus on all advantages
and disadvantages of that particle methods for whole organization and product. Spence,
McNaughton and Campbell, 2013 has stated that “promotion of product is important for
increasing brand awareness and providing information of product to customers” (Spence,
McNaughton and Campbell, 2013). Likewise, Yamu, Voigt and Frankhauser, 2014 has
concluded that “promotional methods play significant role in increasing customer’s traffic and
building sales and profitability for organization” (Yamu, Voigt and Frankhauser, 2014). But on
the other hand, Wilcox, 2012 has provided contradict views on promotion which have described
that “Promotion increases the cost of organization because of the huge investment in technology”
(Wilcox, 2012). As well as, Ying and Pheng, 2014 has concluded that “promotion increases the
requirements if skilled and experience employees which also augment the total cost of the
company” (Ying and Pheng, 2014).
2.3 Tools and techniques for promotion
Oteino, Culhane and Dowling, 2013 has concluded that “Promotion is one of the
important task for marketing department of an organization, so, company needs to use
appropriate tool for the same” (Oteino, Culhane and Dowling, 2013). Agarwal, Grassl and Pahl,
2012 has stated that “Marketing mix or 4Ps are considered as important tools of promotion”
(Agarwal, Grassl and Pahl, 2012). According to this statement, organization can develop
promotional strategies using marketing mix model. This tool helps in selecting suitable strategies
for new and existing products and services in local and global market.
Marketing Mix Model:
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Henriksen, 2012 has stated that “Marketing mix can be defined as a set of controllable,
tactical marketing tool which can be used by an organization to produce a desired response from
its target customers” (Henriksen, 2012). As per this statement, marketing mix plays important
role in improving marketing and advertisement of an organization as well as also beneficial for
increasing the customer’s response towards products and services of the firm (Mydin, 2015).
Figure 1: Marketing Mix
Huang, 2013 has stated that “Marketing mix include number of strategies which can
influence the demand of products and services of the firm” (Huang, 2013). Along with this,
Strategies to Promote Growth, 2016 has asserted that “It is a tool for developing a marketing
plan and executing it in effective manner” (Strategies to Promote Growth, 2016). In contrast,
Kaur, 2014 has concluded that “Most of the organizations use marketing mix for defining overall
direction and goals for marketing of products and services of the firm” (Kaur, 2014). Overall,
marketing mix can be used by organizations for developing marketing plan and introducing most
appropriate strategies for promoting products and services in new and existing target market
(Yamu, Voigt and Frankhauser, 2014).
Spence, McNaughton and Campbell, 2013 has found that “Product, price, place and
promotion are major attributes of marketing mix which helps in developing marketing strategies
of an organization” (Spence, McNaughton and Campbell, 2013). Similarly, Cosentino and Baker,
2015 has concluded that “Using these attributes organizations can turn their strategy into reality
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in their marketing plan” (Cosentino and Baker, 2015). Overall, marketing mix plays import at
role in setting marketing objectives, identifying tactics to reach target market. Along with this, it
is also beneficial for meeting and satisfying needs of customers by offering appropriate products
and services (McMackin, Dean, Woodside and McKinley, 2013). Marketing mix of products and
services of an organization include the following elements:
 Product: Henriksen, 2012 has stated that “organization should focus on needs and
requirements of customers because it helps in providing appropriate product which
actually customer wants” (Henriksen, 2012). Along with this, Ying and Pheng, 2014 has
stated that “at the time of developing products and services organization needs to add
only those features which actually require for satisfying needs of customers” (Ying and
Pheng, 2014). Including this, at the time of promotion company needs to focus on
packaging, size, color and looks of products and services. Along with this for attracting
large number of customer organizations needs to differentiate their products and services
from existing competitors, etc (Oteino, Culhane and Dowling, 2013). As per the above
discussion, every organization needs to focus on standardization of product.
 Price: Ngai, Peng, Alexander and Moon, 2014 has concluded that “price of the product
affect the total sales of the organization so, organization needs to decide price on the
basis of the value of product for customers” (Ngai, Peng, Alexander and Moon, 2014).
Before deciding price of the product company needs to assess that whether target
customers are price sensitive or not. Andrade, Hastings and Angus, 2013 has concluded
that “Price is important factor for developing promotional strategy because on the basis
of price organization can decide trade discount for their customers” (Andrade, Hastings
and Angus, 2013). For attracting large number of customers, every company needs to
compare their pricing policy with competitors. Overall price is one of the important
attribute for developing marketing and promotion strategy of an organization (Marketing
- Promotion Strategy, 2016).
 Place: Goodall and Ashworth, 2013 has concluded that “If any organization wants to
launch its new or existing product than organization needs to focus on appropriate
strategy for selecting place” (Goodall and Ashworth, 2013). As per this statement
company needs to select that particular market where buyers look for their products and
services and capable enough to buy. Along with this, distribution strategy is also
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important section which can affect the image of the organization in customer’s mind.
Overall, selection of market is also important for marketing of products and services
(Top Ten Promotional Strategies, 2016).
 Promotion: Wilcox, 2012 has concluded that “organization needs to focus on
appropriate tool of promotion which can help in reaching target customers in appropriate
manner” (Wilcox, 2012). Peeters, Clements and Gilmore, 2012 has concluded that “Time
of promotion also affect the awareness of customers about products and services”
(Peeters, Clements and Gilmore, 2012). Including this, organization needs to focus on
competitor’s strategy of promotion. Appropriate tool of promotion will help in attracting
customers and raising the sales revenue of the organization.
Overall, marketing mix is one of the important tool for developing strategy of promotion
for products and services of an organization (O’Guinn, Allen, Semenikn and Scheinbaum, 2014).
So, any organization which wants to launch its existing product in new international market
needs to focus on all attributes of marketing mix.
2.4 Critical evaluation of different Promotional strategies
Kwakkel, Walker and Marchau, 2012 has concluded that “Product promotion is one of
the important requirement for launching any existing product or brand in front of the public and
attracting new customers” (Kwakkel, Walker and Marchau, 2012). As per this statement
organization needs to select appropriate promotional strategy for launching products and services
in international market. Turco, 2015 has stated that “There are numerous way to promote
products and most of the companies use more than one way for the purpose of marketing”
(Turco, 2015). Huang, 2013 has concluded that “Promotional mix is important tool for
introducing promotional strategies for launching any product” (Huang, 2013). It includes
different strategies such as advertisement, sales promotion, direct marketing and public relations,
etc.
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Figure 2: Promotional mix
Following promotional strategies can be used by an organization at the time of promoting
existing product in new international market:
 Advertisement: Mydin, 2015 has concluded that “Advertising is defined as a paid form of
communication or promotion for product, service and idea” (Mydin, 2015). Each and
every organization uses advertisement strategy as per the needs and requirements and
marketing budget of the company. Agarwal, Grassl and Pahl, 2012 has stated that
“Advertisement decisions are based on Mission, money, messages, media and
measurement” (Agarwal, Grassl and Pahl, 2012). Along with this, Kaur, 2014 has
asserted that “there are different tools and techniques of advertisement such as television,
printing, paper ad, posters, etc” (Kaur, 2014). It is an important strategy of promotion for
increasing awareness of customer’s mind about products and services of the firm. But on
the other hand, Cosentino and Baker, 2015 has concluded that “Advertisement can raise
the total marketing cost of the organization which may affect the overall financial
position of the company” (Cosentino and Baker, 2015). So, organization needs to focus
on cost and return of advertisement. As per this statement, organizations can use different
types of advertisement for promoting their brand in new international market.
 Sales promotion: Andrade, Hastings and Angus, 2013 has concluded that “Sales
promotion can be defined as an incentive tool used to increase the short term sales of the
organization” (Andrade, Hastings and Angus, 2013). Ngai, Peng, Alexander and Moon,
2014 has stated that “Same of products, discount, lottery, coupon, free trial and
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demonstration are important techniques of sales promotion” (Ngai, Peng, Alexander and
Moon, 2014). In contrast, McMackin, Dean, Woodside and McKinley, 2013 has stated
that “Different types of trade incentives such as price off, free goods, allowance are also
important methods of sales promotion” (McMackin, Dean, Woodside and McKinley,
2013). All these methods helps in grabbing attraction of customers in easy manner. Along
with this, increment in sales revenue and total number of customers are also major
advantages of sales promotion. So, it is also one of the best method of promotion. But,
these methods of sales promotion can create a question mark on customer’s mind about
the quality of products and services also (Goodall and Ashworth, 2013). Therefore, it can
harm the goodwill of the organization. So, organization needs to focus on appropriate
selection of sales promotion methods.
 Direct marketing: Kwakkel, Walker and Marchau, 2012 has concluded that “direct
marketing can be defined as communication which can be developed by organization
using direct channel” (Kwakkel, Walker and Marchau, 2012). Oteino, Culhane and
Dowling, 2013 has asserted that “Internet is playing a tremendous role in direct
marketing of products and services” (Oteino, Culhane and Dowling, 2013). Along with
this, face to face marketing, direct mail, catalog marketing, telemarketing, TV and kiosks
are also included in media for direct marketing. Direct marketing is one of the major
source of reducing marketing and promotion cost of an organization. So, organizations
can direct marketing strategies for promoting their products and services in new market
(Mydin, 2015).
 Public relations: Yamu, Voigt and Frankhauser, 2014 has asserted that “Public relation is
required for developing strong relationship with customers, employees and different
stakeholders of an organization” (Yamu, Voigt and Frankhauser, 2014). Turco, 2015 has
stated that “there are different methods for developing public relations such as press
releases, product publicity and other public relations activities, etc” (Turco, 2015). All
these methods will be beneficial for developing effective relations with stakeholders of
the organization as well as augment the level of awareness also. Therefore, it is also
considered as important tool of promotion.
There are different other promotional strategies also which may affect the overall
promotion of products and services. Market penetration is also one of the important strategy
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which helps in attracting customers at the time of launching products and services in
international market (Ying and Pheng, 2014). As per this strategy, at the time of launching
organization needs to charge low price for products and services because it will help in attracting
customers and increasing sales of the firm. Therefore, all the above discussed strategies help
different organizations in promoting their products and services in global market (Marketing
Promotional Tools, 2016).
Henriksen, 2012 has concluded that “Promotion strategies are beneficial for increasing
brand awareness of products and services in customer’s mind” (Henriksen, 2012). Along with
this, Wilcox, 2012 has stated that “Promotion activities of the company attracts number of
customers which plays important role in raising sales of the organization” (Wilcox, 2012).
Likewise, Kaur, 2014 has stated that “promotional tools and strategies help in providing all
necessary information to customers about features of products and services” (Kaur, 2014). In
addition, Peeters, Clements and Gilmore, 2012 has said that “Increment in customer traffic is
also one of the major advantage of Promotional tools and strategies” (Peeters, Clements and
Gilmore, 2012). Overall, organization promotional program helps in raising sales and
profitability of the firm. But, all these promotional programs require huge amount of investment
in marketing and advertisement which may affect sales and financial performance of the firm in
negative manner. Along with this, for managing promotion organization needs to hire personnel
with skills and knowledge of marketing. It will raise human resource budget of the company
(Huang, 2013). So, promotional strategy helps in increasing awareness of customers about
products and services of the firm.
2.5 Research gap
Review of literature has concluded that past researchers have conducted research studies
of promotional tools and strategies. These investigations were based on different organizations of
retail, hospitality and other industry. No, one have accomplished research on Coca-Cola and its
products and services. Along with this, literature has included information about the promotion
of existing and new products and services in national market. But, no even a single study focuses
on the project about launch of existing product in new international market. So, researcher has
decided to conduct investigation on promotional strategy for promoting Minute Maid Pulpy Pear
product of Coca-Cola in India.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology means application of different tools, techniques and methods
which help in accomplishing whole investigation in effective manner. This chapter will focus on
all those methods which will provide suitable assistance in determining most suitable techniques
of promotion for launching Minute Maid Pulpy Pear in India. This chapter includes philosophy,
approach and design which will provide a base for developing plan for whole investigation.
Including this, research strategy, data collection methods and analysis will play important role in
obtaining appropriate information about promotional tools and strategies. These information will
help in getting appropriate result for the current investigation.
3.2 Research philosophy
Philosophy means a paradigm which provides a base to whole investigation which plays
important role in completing whole investigation either on the basis of objectives or subjective.
The current research project focuses on promotion of existing product of Coca-Cola in new
international market. So, for attaining this objectives author has applied positivism research
philosophy. Positivism research philosophy has applied by researcher because it focuses on
objectives of the investigation. This paradigm has helped in determining different tools and
techniques and strategies for promoting minute Maid Pulpy Pear in India. Along with this, it also
shed lights on major research issue also.
3.3 Research approach
Approach of the investigation plays important role in completing investigation in general
and specific manner. There are two types of approaches; inductive and deductive. For the current
investigation researcher has applied deductive approach of investigation because it helps in
completing investigation from general to specific manner. Researcher has analyzed different
tools of promotion and then applied all these tools to Minute Maid Pulpy Pear of Coca-Cola. For
determining appropriate promotional technique researcher has analyzed available theories and
models of promotion. Deductive approach focuses on hypothesis testing. It has helped in
applying hypothesis test on all those assumption which have got by insights of literature review.
Therefore, the current investigation has tested the past findings and theories of other researcher
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and combined these results with own findings. It has helped in making the final conclusion for
the whole investigation.
3.4 Research design
Research design is one of the appropriate method which helps in developing whole
research plan. Researchers select appropriate design of the research as per the subjective and
numerical concept of the investigation. For the current investigation author has applied
descriptive research because for getting appropriate promotional method researcher needs to
conduct survey of management team of Coca-Cola. Descriptive design focuses on case study
analysis and survey methodology. Along with this, it also helps in understanding the actual
concept of marketing mix and their importance in promotion of products and services of an
organization. Including this, it has also played significant role in analyzing collected facts and
figures by using appropriate analysis technique.
3.5 Research strategy
As per the above discussion researcher has applied both qualitative and quantitative
strategies of research for accomplishing the whole investigation in effective manner. Qualitative
research strategy has helped in understanding different theories and models of promotion. Along
with this, it has also provided appropriate assistance in reviewing available literature on
promotion. On the other hand, quantitative research strategy has helped in determining
appropriate and beneficial method for promotion of Minute Maid pulpy Pear in India. Qualitative
strategy has helped in understanding various theories of promotion. Quantitative strategy has
provided their assistance in determining appropriateness on these strategies with respect to
Minute Maid Pulpy Pear in India.
3.6 Data collection methods
For determining appropriate solution of the research issue author needs to collect
appropriate information from different sources. For the current investigation author has collected
information about the Indian market and different methods and strategies of promotion.
Regarding this, researcher has used both primary and secondary data collection methods. In
which primary data collection tools have helped in collecting new and fresh information from
managers of Coca-Cola. It has helped in selecting most appropriate tool for the purpose of
promotion. For conducting primary investigation researcher has used questionnaire. It is one of
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the appropriate instruments for collecting new and fresh information. It has comprised open and
close ended questions about the research subject. These information have helped in resolving
issues and getting best answers.
On the other hand, researcher has also used secondary data collection methods. These
tools and techniques have helped in obtaining historical facts and figures from all those research
studies which have already conducted by other research scholars on similar subjects. Secondary
data have helped in getting appropriate insights to understand research issue in effective manner.
Along with this, using past information researcher has developed suitable hypothesis for
completing this investigation in effective manner. There are different sources by which
researcher can collect secondary information such as website of Coca-Cola, literature, books,
journals, articles, blogs and annual reports, etc. Therefore, using these source researcher have
collected most useful information for attaining research objectives in effective manner.
3.7 Sampling
As per the above discussion author will collect primary information from management
team of Coca-Cola. For selecting sample of managers researcher has applied random number
sampling technique. It is one of the best method for selecting sample form research universe
because it provides equal chance to every single unit to select in research sample. It reduce
probability of personal biases and sample error also. Therefore, it has helped in selecting the best
sample which can represent the characteristics of entire research population. Author has selected
20 managers of Coca-Cola. Therefore sample size for the current research is 20. Overall, author
has selected research sample in appropriate manner.
3.8 Data analysis
As per the discussion of research strategy author has used qualitative and quantitative
research strategy which have helped in collecting theoretical as well as numerical data about the
research subject. So, for analyzing all collected information researcher has applied thematic as
well as statistical analysis methods. Thematic analysis has played important role in examining
subjective information. It includes number of themes, graphs, diagrams and charts for examining
data. It is one of the appropriate method for analyzing primary information of the current
investigation. On the other hand, in survey methodology researcher has collected some numerical
information also. Statistical analysis tools have been used by researcher for examining these
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data. Regarding this, researcher has used hypothesis testing such as chi square test. It has helped
in getting actual facts and figures in effective manner. Overall, researcher has applied most
appropriate tools and methods for examining collected facts and figures which have helped in
getting most suitable findings for resolving research issue in effective manner.
3.9 Ethical considerations
Research ethics play important role in completing whole investigation in ethical manner.
There are number of research issues which can affect findings of the investigation in negative
manner. So, for the current study author has considered appropriate contemplations which have
assisted in resolving all problems. For example, the current study has collected facts and figures
from management team of Coca-Cola. So, safety and security of personal information of each
sample unit was one of the major ethical issue. So, for resolving this issue researcher has assured
about the use of only those information which were required for completing this investigation
and attaining research objectives. Overall author has maintained safety and security of personal
information of all participants. Including this, author has collected information from secondary
data collection method also. Plagiarism, Copy and paste and manipulation of historical data are
also completed restricted in research ethics. So, for avoiding this ethical issue author has
completed entire study in own words. Overall, current investigation has followed all research
ethics in effective manner.
3.10 Research limitations
Every research study is associated with some limitations which may affect the final
findings and results. There were some limitation of the current research also but author has used
appropriate strategies for overcome these limitations. Lack of cost and time was the major
limitation of this investigation and researcher has developed pre-plan for managing cost and time
in effective manner. It has helped in managing research limitation. Along with this, author has
faced issue in getting appropriate tools and techniques of promotion for Coca-Cola and Indian
market. But, advance research on internet has helped in effective manner and author has got most
useful data on current research subject. Overall, appropriate methodology of research has
provided appropriate assistance in completing this investigation in most appropriate manner.
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CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Analysis of the data is one of the important process of examining collected information
using different methods. This process plays important role in getting appropriate findings for
attaining research objectives in effective manner. There are various methods for analyzing
qualitative and quantitative data. As per the above discussion researcher has applied thematic
analysis for examining subjective information. In contrast, researcher has use chi square test for
making comparison between observed and frequency. Statistical analysis has used by researcher
for examining primary information about the hypothesis testing. These tools and techniques have
helped in getting appropriate findings for making final conclusion for the current investigation
and selecting most appropriate promotional techniques for Coca-Cola for promoting Minute
Maid Pulpy Pear in India.
4.2 Thematic analysis
It is one of the best technique for analyzing qualitative and subjective information
relevant to the subject. Thematic analysis includes different themes, graphs and charts which
have helped in attaining all objectives in effective manner. Thematic analysis for the current
research project is as under:
Theme 1: Coca-Cola should focus on promotional techniques for promoting Minute Maid
Pulpy Pear in India.
Does Coca-Cola need to use different techniques of promotion for
promoting Minute Maid Pulpy Pear in India? Frequency
Yes 80%
No 20%
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For attaining aim and objective in effective manner researcher needs to determine that
whether Coca-Cola needs to promote Minute Maid Pulpy Pear in India or not. So, researcher has
included the above question in survey of managers. Above theme has reflected that 80%
participants have believed that Coca-Cola should use appropriate promotion technique for
promoting its existing product in new international market. But, on the other hand there were
20% managers of Coca-Cola believed that there is no need to use promotion technique for this
promotion.
Theme 2: Marketing Mix and Promotional strategies will be the most appropriate method
for promoting Minute Maid Pulpy Pear in Indian market.
What will be the most appropriate method of promotion for Coca-Cola for
promoting Minute Maid Pulpy Pear in Indian market? Frequency
Marketing Mix 25%
Promotional Strategies 30%
Both 45%
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Determining the most suitable technique of promotion is one of the major objective of the
current investigation. So, author has asked this question to management team of Coca-Cola and
wanted to know their opinion about different promotional techniques. Above theme has reflected
that only 20% sample units have thought that marketing mix will be best for promotion of
Minute Maid in India. But, on the other hand, 30% participants have provided their response
towards promotional strategies. Similarly, 45 % sample units have responded towards the both
marketing mix and promotional strategies. Therefore, as per the high frequency Coca-Cola can
use both methods of promotion for launching its existing product in international market.
Theme 3: Promotional strategies for Coca-Cola for promoting Minute Maid Pulpy Pear in
Indian market.
What will be the most appropriate promotional strategies for Coca-Cola for
promoting Minute Maid Pulpy Pear in Indian market? Frequency
Advertisement 25%
Sales promotion 30%
Public relation 20%
Direct marketing 25%
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For determining most appropriate promotional strategies for Coca-Cola researcher has
included above question with different promotional strategies. Above graph has reflected that
30% participants have believed that sales promotion will be best strategy of promotion for
promoting existing product in Indian market. Similarly, 25% respondents have thought that
advertisement will also be one of the best strategy of promotion for promoting Minute Main in
India. But in contrast, public relation has also got 20% votes of total participants. Along with
this, 25% participants have provide their vote to direct marketing. Therefore, average frequency
has reflected that all promotional strategies will be best for starting business of Minute Maid
Pulpy Pear in India. So, Coca-Cola can use all these strategies for launching existing product in
new market.
Theme 4: Benefits of promotional techniques for Coca-Cola for promoting Minute Maid
Pulpy Pear in Indian market.
What are the major benefits of promotional techniques for Coca-Cola for
promoting Minute Maid Pulpy Pear in Indian market? Frequency
Beneficial for advertisement and marketing 20%
Helps in raising demand of Minute Maid 15%
High sales and profitability 25%
Strong brand awareness 20%
Effective for reducing competition 20%
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Before selecting any promotional techniques author needs to know the major benefits of
these for the organization. So, study has focused on this question. Above theme has reflected that
there are number of benefits which can be enjoyed by Coca-Cola by using most appropriate
technique of promotion. As per the above theme 25% participants have thought that high sales
and profitability is one of the major benefit of promotional strategies. Similarly, 20% managers
of Coca-Cola thought that promotional strategies will be significant for advertisement and
marketing. In addition, as per the 20% participants have believed that development of strong
brand awareness is also major advantage of promotion. In line with, 15% candidates have
thought that by using promotional strategies Coca-Cola can reduce the existing competition for
Minute Maid Pulpy Pear in Indian market.
Theme 5: Major challenges for Coca-Cola at the time of using different promotional
strategies.
What are the major challenges for Coca-Cola at the time of using different
promotional strategies? Frequency
High financial investment 40%
Competitor’s strategy 30%
Requirements of skills and knowledge 30%
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As per the findings of literature selection of promotional strategies is not an easy task for
Coca-Cola because company will face lots of challenges at the time of promoting Minute Maid
Pulpy Pear in Indian market. As per the above theme 40% participants have believed that
promotional strategies will require high investment so, it is one of the major challenge for Coca-
Cola. Along with this, 30% thought that Existing competitors in Indian market and their
strategies are also considered as major risk at the time of promotion of existing product of Coca-
Cola in ne international market. In contrast, effective promotional strategies increases the
requirement of high skills and knowledge so, it is also considered as major challenges for Coca-
Cola. Therefore, these three challenges will be most difficult for Coca-Cola.
4.3 Statistical analysis
As per the above discussion researcher has applied statistical analysis method for
examining numerical and quantitative data for the current investigation. Literature review has
provided lots of insights which have helped in developing appropriate hypothesis for the current
investigation. So, Researcher has applied chi square test for testing hypothesis and getting
appropriate findings for the current investigation.
Hypothesis:
Null Hypothesis (H0): Marketing mix is not appropriate tool of promotion for promoting existing
products and services of an organization in international market.
Alternative hypothesis (Ha): Marketing mix is one of the appropriate tool of promotion for
promoting existing products and services of an organization in international market.
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Chi square testing:
It is a non-parametric hypothesis testing which helps in comparing observed and expected
frequency. For the current research project level of significance for chi square test is 5% and
degree of freedom is 4. Critical value for chi square test is 9.48. If calculated value of chi square
is less than the tabulated value of chi square than researcher needs to accept null hypothesis and
rejected alternative one. On the other hand, high calculated value leads acceptance of alternative
hypothesis.
5. To which extent you are satisfied with this statement that “Marketing mix is one of the
appropriate tool of promotion for promoting existing products and services of an
organization in international market”?
S.
No. Responses No. of responses Expected frequency
1 Strongly satisfied 11 4
2 Satisfied 4 4
3 Neutral 1 4
4 Dissatisfied 2 4
5 Strongly dissatisfied 2 4
Total responses 20 20
S. No. Responses
Observed
(O)
Expected
(E) O-E (O-
E)2
(O-
E)2/E
1 Strongly satisfied 11 4 7 49 12.25
2 Satisfied 4 4 0 0 0
3 Neutral 1 4 -3 9 2.25
4 Dissatisfied 2 4 -2 4 1
5
Strongly
dissatisfied 2 4 -2 4 1
Total responses 20 20.00 16.5
As per the above calculation of chi square testing calculated value of chi square is 16.5. It
has reflected that calculated value of chi square is higher than tabulated value. So, Researcher
has accepted alternative hypothesis and rejected null hypothesis. Therefore, statistical analysis
has found that marketing mix is one of the appropriate tool of promotion for promoting existing
products and services of an organization in international market.
4.4 Summery
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Findings of the data analysis has reflected that Coca-Cola needs to choose most
appropriate strategy for launching its existing product in new international market. Inappropriate
strategy may affect the financial position of the organization. As per the Statistical analysis
Coca-Cola can use marketing mix model for developing promotional strategies at the time of
introducing Minute Maid Pulpy Pear in Indian market. It will help in increasing awareness of the
customer about the product of the organization which will increase the brand image of Coca-
Cola. As per the thematic analysis, Coca-Cola needs to focus on both marketing mix and other
promotional strategies also. These include advertisement, sales promotion, direct marketing and
public relations, etc. Therefore, thematic and statistical analysis have disclosed the major
promotional techniques for promoting existing product of an organization in new international
market in effective manner.
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CHAPTER 5: CONCLUSION
To identify number of tools and techniques for promoting products and services of Coca-Cola
Marketing Mix
Promotional strategies
To critically analyze different strategies for promoting Minute Maid Pulpy Pear product of
Coca-Cola in India
Beneficial for advertisement and marketing
Helps in raising demand of Minute Maid
High sales and profitability
Strong brand awareness
Effective for reducing competition
To suggest appropriate techniques which can be used by marketing managers of Coca-Cola
for promoting Minute Maid Pulpy Pear in India.
Advertisement
Sales promotion
Public relation
Direct marketing
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APPENDIX
Questionnaire for management team of Coca-Cola
Demographical Information
Name:
Age:
Gender:
1. On which management level you are working?
( Top level management
( Middle level management
( Lower level management
2. Does Coca-Cola need to use different techniques of promotion for promoting Minute Maid
Pulpy Pear in India?
( Yes
( No
3. What is the major requirement behind the use of promotion techniques at the time of
promoting Minute Maid Pulpy Pear in India?
( Advertisement and marketing of product
( Increasing awareness of customers
( Improving brand image
( Increasing customer’s traffic and building sales
4. What will be the most appropriate method of promotion for Coca-Cola for promoting Minute
Maid Pulpy Pear in Indian market?
( Marketing mix
( Promotional strategies
( Both Marketing mix and Promotional strategies
5. To which extent you are satisfied with this statement that “Marketing mix is one of the
appropriate tool of promotion for promoting existing products and services of an organization
in international market”?
( Strongly Satisfied
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( Satisfied
( Neutral
( Dissatisfied
( Strongly Dissatisfied
6. What are the major attributes which will be considered by marketing manager of Coca-Cola
at the time of developing promotional plan?
( Product
( Price
( Place
( Promotion
7. What will be the most appropriate promotional strategies for Coca-Cola for promoting
Minute Maid Pulpy Pear in Indian market?
( Advertisement
( Sales promotion
( Public relation
( Direct marketing
8. What are the major benefits of promotional techniques for Coca-Cola for promoting Minute
Maid Pulpy Pear in Indian market?
( Beneficial for advertisement and marketing
( Helps in raising demand of Minute Maid
( High sales and profitability
( Strong brand awareness
( Effective for reducing competition
9. What are the major challenges for Coca-Cola at the time of using different promotional
strategies?
( High financial investment
( Competitor’s strategy
( Requirements of skills and knowledge
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10. Please, provide your opinion for Coca-Cola for improving promotion Minute Maid Pulpy
Pear in Indian market.
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