Case Study

On

Coca Cola: A real world case

Submitted to:

Submitted by:
1. Md. Shahidul Islam Shakil (2010-1-10-124)
2. Shoheli Dil Afroz (2011-2-10-400)
3. Shovon Kumar Mondol (2010-1-10-127)
4. Tinni Hussain Chowdhury (2011-2-10-356)

Date of submission: 27 June, 2011

1: How does the relationship between the manufacturer in this case (Coca
-Cola) and the retailer (garlands) help both companies?
Ans. : The relationship between the manufacturer in this case (Coca -Cola) and the
retailer (garlands) help both companies in following ways :
Helps to retailers
Bring more customers and sell more of everything.
Retailers are translating frequent shopper data into sales.
The program is very simple so the retailers can work easily.
Coca-Cola positions itself as a true marketing partner to its retailers.
Overall, Coca-Cola understands the business so it is of tremendous help to the
retailers
Helps to Coca-Cola
Coca-cola benefits from the increased sales at the checkout counter.
They can use the retailers retail space as real world laboratories for large-
scale and long term marketing experiments.
2. What data do retailers with scanners and frequent- shopper cards collect?
Ans.: Retailers with scanners and frequent- shopper cards collect following data:
Customer purchases including
Universal product codes
Number of items
Price
Time
Store
Retailers with frequent shopper card
Tie a transaction to specific households
Track purchasing patterns
Some even tracks personal information (number of children, adults
and pets)
3. What information do retailers receive from the coca-cola program?
Ans.: Coca-cola gives retailer the lists of all the items and gives them information
about which products they should promote. On the other hand, as retailers
analyzing capability is limited, coca-cola offers them much information. Coke
receives data and after analyzing those data provide the information regarding
transactions involving items, shoppers and sales.

4. What information does Coca-Cola receive from the program?

Ans.: Coca-cola receives much information like frequency of shopping, time, day,
average, basket size, total spending, profit generated, and category and brand
performances.

5. Other than the information it receives, how does coca-cola benefit from
the program?
Ans.: Other than the information it receives, Coca-Cola benefited by manipulation
of display, product placement and signage to test new strategies.