Professional Documents
Culture Documents
Coca Cola Project
Coca Cola Project
RED
(Right Execution Daily)
For
Submitted By
Rakesh Kumar Agrawal
PRN:
Of
Institute of Business Studies And Research
Pune
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CERTIFICATE FROM THE GUIDE
This is to certify that project titled IMPACT OF RED in Faizabad city for
DATE:
3
4
ACKNOWLEDGEMENT
I would like to express my heartiest gratitude to Mr. Murtiza Talib & Rifat Khaleeq
(Area team leader HR) Hindustan Coca-Cola Beverages Pvt. Ltd. Faizabad for given
me an opportunity to associate myself to the worlds largest soft drink Co. Carry out my
project titled RED survey. I would like to thank Mr. S.L. Lal Srivastava
(Q.A.Executive) to recommending my name for the summer trainee.
I also thankful to outlet holders to whom I visited for their support, information,
cooperation, advice to complete my project detail.
I wish to express my heartiest gratitude to our RED M.D. Mohd. Aslam Khan for giving
me useful guidance for summer internship.
.
It is a privileged to express my sincere thanks to our honorable Project Guide Mrs.
Rashmi D. Mahajan for giving me an opportunity to undergo this project. I would like
to thank our Head of Marketing Department Mr. Kulkarni & our faculty of Research
Methodology Mr. Vilas Chaudhary for giving sound marketing concepts which helped
me in writing for this Project.
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INDEX
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Marketing department
Distribution Network
Sales promotion techniques of the company
Criteria for providing free chilling equipment
S.G.A providing company
CHAPTER-8 Methodology
Research methodology
PGP Plan
Pre Sale Concept
CHAPTER -9 Hypothesis
Test of hypothesis
Swot analysis
Push & Pull Strategy
QUESTIONAIRE
Declaration
References
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1. RATIONAL OF THE STUDY
Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand
in soft drinks worldwide. Coke has maintained its brand image with high precision. The
marketing strategy of Coke is very stringent than others. The main features in their
marketing by their offerings and its sales and distribution.
Its my gratitude to work with Coca Cola company specially in marketing department. I
have been placed their in sales and distribution department for my internship. The
research work was not so easy as Coca Cola is very strict in their marketing policy.
In the beginning the main reason for conducting this study was to know the proper
allocation of distribution to the suppliers and also to know about the products sales.
Further, it is to understand the availability of the product and to check out that there is the
proper advertising of the product and also to know the working condition of the visi
cooler provided by the company.
Also to know the various scheme provided by the Coca Cola is really applied in the
market or not. And to compare the schemes with Pepsi products.
The study is done to understand the problem of the retailers, and understanding the pre-
sale concept.
Thus, these were the main reasons for conducting this study.
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2. RED (RIGHT EXECUTION DAILY)
OBJECTIVES OF STUDY
To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta,
Maaza at the retail outlets in the area..
To collect data from retailers for the activation of new channels of distribution.
To study the pre-sale concept of the coke.
To ensure the availability and visibility of the product.
To analyze the effect of scheme
This project is helpful to find out the sale trends of the coke products and its
This study provides an insight to the company that what kind of strategy must be
This project directly deals with the interaction of different kind of people.
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MY ROLE IN PROJECT RED
IMPLEMENTATION First and foremost task for me was to implement the project in
the given area with the support of MDs (MARKET DEVELOPER). Various norms for
different outlets had been fixed but their implementation was very important. Different
areas were assigned to me in which I implemented RED and these areas are further
visited by various higher officials of the organization.
I measured the performance of sales team and distributors (under RED) in outlets
with respect to all parameters of execution.
The scoring sheet was provided on the basis of which scoring can be done.
Scoring is done out of 100 marks and they have been further divided in 3 components
2. AVAILABILTY - 50 points
3. ACTIVATION 20 points
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MARKET AUDITING (TRACKING PERFORMANCE) Tracking performance of
the MD of corresponding area was also my responsibility. I had to score him on fixed
norms (RED SCORING SHEET) and also give the feedback on his performance.
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3. COMPANY PROFILES
HISTORY OF COCA-COLA
The world has changed in many ways since pharmacist, John Syth Pemberton first
introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the
product mean so many things to hundreds of Millions of consumers around the globe.
Coca-Cola products are served more than 705 million times every day, quenching the
thirsts of consumers in more than 195 countries in every climate. That's a long way to
come after such a modest beginning...
May - Pemberton concocted a caramel-colored syrup in a three-legged brass kettle in his
1886 backyard. He first "distributed" the new product by carrying Coca-Cola in a jug
down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a
glass of Coca-Cola at the soda fountain. Whether by design or accident,
carbonated water was teamed with the new syrup, producing a drink that was
proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper,
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Frank M. Robinson, suggested the name and penned, in the unique flowing script
that is famous worldwide today, "
1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton
sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a
distinctive color associated with the No. 1 soft drink brand ever since.
1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of the Coca-
Cola business for $2,300. Pemberton was forced to sell because he was in a state
of poor health and was in debt. Within four years, Candler's merchandising flair
helped expand consumption of Coca-Cola to every state and territory.
1893 - In January "Coca-Cola" was registered in the U.S. Patent office.
1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognized
trademark.
1919 - The Coca-Cola Company was sol a group of investors for $25 million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff
for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who
would be president for six decades.
Woodruff's leadership took the business to unrivaled heights of commercial success,
making Coca-Cola an institution the world over.
During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the
United States to supply Coca-Cola to every serviceperson. He said that costs and
location did not matter; he supplied 5 billion bottles to the service.
1925 - 6 Million Coke's sold per day.
1927 - The first Coca-Cola radio advertisement.
1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's
Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to
serve American servicemen overseas. Eventually, 64 plants were set up during
WWII.
1950 - Advertising on the television began. Currently Coca-Cola is advertised on over
five hundred TV channels around the world.
1961 - Sprite was introduced.
1971 - The song "I'd like to Buy the World a Coke" was released.
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1978 - The two liter bottle was introduced, and during that same year the company also
introduced plastic bottles
1982 - Diet Coke was introduced in July.
1985 - The Coca-Cola Company made what has been known as one of the biggest
marketing blunder. They stumbled into a new formula in efforts to produce diet
Coke. They put forth 4 million dollars of research to come up with the new
formula.
The new formula was a sweeter variation with less tang, it was also slightly smoother.
The factor that influenced the change was that Coke's market share fell 2.5 percent in
four years. Each percentage point lost or gain meant 200 million dollars. This was the
first flavor change since the existence of the Coca-Cola company. The change was
announced April 23, 1985 at the Vivian Beaumont Theater at the Lincoln Center. Some
two hundred TV and newspaper reporters attended this very glitzy announcement.
The change to the world's best selling soft drink was heard by 81 percent of the United
States population within twenty-four hours of the announcement. Within a week of the
change, one thousand calls a day were flooding the company's eight hundred number.
Most of the callers were shocked and/or outraged, many said that they were considering
switching to Pepsi. Within six weeks, the eight hundred number was being jammed by
six thousand calls a day. The company also fielded over forty thousand letters, which
were all answered and each person got a coupon for the new Coke. Many American
consumers of Coca-Cola asked if they would have the final say. When Pepsi heard that
the Coca-Cola company was changing its secret formula they said that it was a decision
that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter
to every major newspaper in the U.S. to declare the victory.
Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". They
decided to develop the new formula.
1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was
brought back in addition to the new one. This was greatly due to dropping market
share and consumer protest. The market share fell from a high of 15 percent to a
low of 1.4 percent. This was said to be a classic marketing retreat. Coca-Cola
executives admitted that they had goofed by taking the old Coke off the market.
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The Coca-Cola company's eight hundred number received eighteen thousand
calls of gratitude. The comeback of old Coke drove stock prices to the highest
level in twelve years. This was said to be the only way to regain the lead on the
cola wars.
1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.
1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola.
For more than 65 years, Coca-Cola has been a sponsor of the Olympics.
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Another large accomplishment that the Coca-Cola has, is being the first company to make
and use recycled plastic bottles.
JOHN PEMBERTON
COKE IN INDIA
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Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke India
record 1800 crore soft drink makers is prominent.Cocacola entered in India market after
16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian
soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle
drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands Thums
up, limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup alone
accounting for 56% then 650 crore segment.
BENCHMARK
Cocacola ranks no.1 brand in the world by the business world survey followed by
companies like Microsoft and IBM.
Cocacola is the market leader in the whole world in beverage industry.
Business week magazine ranks Cocacola on 4th position in Indian FMCG industry.
Cocacola enjoys approx 60% market share in Indian beverage industry.
INDUSTRIAL PROFILE
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BEVERAGES
Alcoholic Non-Alcoholic
Non-
Carbonated
Carbonated
Since the early 1990s Coca-Cola Corporation and PepsiCo have been combating
on what is known as the Beverage Battlefield in India. Today India is one of the most
sought after countries for foreign investments because of their continually growing
market opportunities. However during Coca-Cola and Pepsis attempts to broaden their
global consumer bases both companies encountered several obstructions on their pursuits
INTIAL DIFFICULTIES
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From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even
before entering the market in the late 1980s. Coca-Colas past venture in India had
ended on bad terms with the Indian government when they refused to offer up their trade
secrets. During the absence of foreign investment in the soft drink industry in India a
local company, Parle, became the market leader. Parle invested a great deal into their
leading brand, Thums Up, and played a dominant role in the soft drink industry until the
liberalization of the Indian economy in 1991. After this time many of the political and
POLITICAL CHALLENGES
Other political challenges hindered the success of Coca-Cola and Pepsi in India as
well. In 2003, when the United States and Britain invaded Iraq, the All-India Anti-
Imperialist Forum called a boycott on goods from America and India. Indians protested
American companies for the war and specifically targeted Coca-Cola and Pepsi products.
While the war was beyond control for these two companies, management perhaps
couldve done more to not only attempt to predict the backlash from Indian consumers
due to the war, but also couldve created advertisement campaigns to address the
situation.
While political and legal factors produced problems for Coca-Cola and Pepsi,
both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening.
Both companies heavily participated in the cultural festival of Navratri in western India
to promote their products and create brand awareness in a culturally traditional setting.
The companies also produced television and print advertisements that linked important
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Indian themes to their products by building a connect using the relevant local idioms
Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities
to endorse their products. Both companies couldve made the mistake of using American
but instead made the right move by making advertisements to specifically target their
foreign market.
Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in
India. One such barrier was the affordability of products for Indians. Because India is a
country where people are known to live on very little a day, the idea of getting people to
spend what little they have on a soft drink could be quite a stretch. However Coca-Cola
India went with an aggressive pricing policy and reduced the price of their soft drinks in
2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi
reduced their prices as well. This move allowed both companies to offer products that
were affordable to the target market in India but also encouraged more Indians to
Both companies also created smaller sized bottles to allow for lower prices for
Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to
500 ml to adapt to cultural needs and increase their sales. By offering smaller sized
bottles many consumers also increased the frequency in which they were purchasing the
soft drinks.
COCACOLA IN INDIA
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Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than
reveals its formula to the government and reduces its equity stake as required under the
Foreign Exchange Regulation Act (FERA) which governed the operations of foreign
cementing its presence with a deal that gave Coca-Cola ownership of the nation's top
soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands
including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold
Spot provided not only physical manufacturing, bottling, and distribution assets but also
strong consumer preference. This combination of local and global brands enabled Coca-
Cola to exploit the benefits of global branding and global trends in tastes while also
Leading Indian brands joined the Company's international family of brands, including
Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the
company launched the Kinley water brand and in 2001, Shock energy drink and the
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one
of the countrys top international investors.22 By 2003, Coca-Cola India had won the
prestigious Woodruf Cup from among 22 divisions of the Company based on three broad
parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume
growth in 2002 while the industry grew 23% nationally and the Company reached
breakeven profitability in the region for the first time.23 Encouraged by its 2002
performance,
22
Coca-Cola India announced plans to double its capacity at an investment of $125 million
Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven
products for the company. The complete manufacturing process had a documented
quality control and assurance program including over 400 tests performed throughout the
process.
The complexity of the consumer soft drink market demanded a distribution process to
support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay
three wheelers, and trademarked tricycles and pushcarts that were used to navigate the
narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly
created employment for another 125,000 Indians through its procurement, supply, and
distribution networks.
23
COCA-COLA :VISION
PEOPLE: Being a great place to work where people are inspired to be the
best they can be.
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COCA-COLA:MISSION
Create consumer products services and communications customers service and bottling
system strategy process and tools in order to create competitive advantage and deliver
improvement.
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PRODUCT PROFILE
The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to
innovate and come up with, either complete new products or new ways to bottle or pack
the existing drinks. The Coca-Cola Company has a wide range of products out of which
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In the Orange & Apple section:
27
In the Soda Water and Bottled Mineral Water section:
BRANDS TAGLINE
Fanta - Go bite
BRAND AMBASSDORS
ABOUT BRANDS
THUMSUP
It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling
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COCACOLA
This is the worlds most famous & old brand. This brand is specially liked by teenagers &
youngsters.
SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is liked by all age
groups & people. Jan 09 report of The times of India claims sprite to be the second
LIMCA
Limca is cloudy lemon in flavor. This is very unique in this category .It has white in
color.
Competitor : Nimbooz
FANTA
Fanta has two flavors apple & orange. This is very popular drink among females.
MAAZA
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This has mango flavor. Maaza is popular among children and women.
This is orange juice .This contains no sugar & added flavor .This is a family drink.
Competitor : Tropicana
KINLEY
This comes in two variety-mineral water & soda. Mineral water is used by all but soda is
PAC MAAZ
COKE
THUM FANT SPRIT LIMC SOD
K A SUP A E A A
300M PACKAGING DETAILS
L
NO YES YES YES YES YES YES
200M
L
NO YES YES YES YES YES NO
250M
L
YES NO NO NO NO NO NO
2
LTR
NO YES YES YES YES YES NO
600M
L
YES YES YES YES YES YES YES
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1.2
LTR NO NO NO NO
1
YES NO NO
YES YES YES
NUMBER OF BOTTLES IN A CASE
300ML 24
200ML 24
250ML 24
2 LITRES 9
600ML 24
1.2 LTR 12
1 LTR 6
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COMPETETIVE AREA
Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed
by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola
India and PepsiCo India slipped in 2006, as a result of the growing health concerns
caused by the aftermath of the pesticides controversy, both maintained a comfortable lead
over the other manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the
carbonates giants over the review period, to emerge as the third ranked company in 2006.
The battleground for beverages has moved from carbonates to bottled water and
fruit/vegetable juice, with manufacturers turning their attention towards these healthier
have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie.
While cricket had always been the most popular sport in India, with new
technology coming into cricket from coverage to sports gear to day/night versions of the
game, it was set to acquire the status of a religion in the sub-continent. Pepsi picked up
the opportunity early on by not only contracting the rights to all Tests and One Day
Internationals (ODIs) played in India, but also signing up top performers early such as
Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable
The distribution network of Coca cola had 6.5 lakh outlets across the country , which the
company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution
network had 6 lakh outlets across the country which it is planning to increase to 7.5
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Lakh .
ADVERTISING
Advertising is a non promotion of goods & services by sponsor who can identified and
who has paid for his communication. Their purpose of advertisement is to sell something
goods or services,idea ,person or place.
Bollywood rising stars Asin (left) for Pepsicos Mirinda,Genelia Dsouza (Right) for
cocacolas Fanta
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.
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Bollywood star Aamir Khan for Coke
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Sprite seedhi baat TV add
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Minute maid pulpy orange TV add
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PROMOTION BY THE COMPANY
Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring
Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition
Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites
larger consumer engagement program to leverage the second season of DLF IPL, 2009.
Independent research reports have shown, out of the 230 million mobile phone users in
the country, the youth continues to be the largest users of mobile phones. Combining this
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key insight with the passion of T20 cricket, company had launched a special edition
Complimenting the innovation, Sprite was also rolling out a special Kholega Toh
In the offer consumers just need to drink Sprite and look out for a unique 9 digit code
under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity
to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a
chance to win a Nokia mobile phone every hour. The entire initiative was applicable
To create awareness about Kholega Toh Milega digital initiative, the company had
launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast
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PROMOTION DURING OFF SEASON
Coca-Cola India has announced the launch of its innovative Limca Laptop Ki Barish
lucky draw would provide consumers a chance to win HP Mini Laptop every hour for
the next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles
(RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As
part of the under the crown initiative consumers just need to SMS LIMCA followed by
a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.
The national initiative is designed to leverage the popularity of digital media like
mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink
consumers and would run from 1st August to 14th September, 2009
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4. REVIEW OF LITERATURE
RED CONCEPT
RED stands for Right Execution Daily. It is a survey method for the company to know
ABOUT RED
To check the availability of the visi cooler provided by the company to the retail
Impurity
Brand Order
Availability
Activation
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IMPURITY
There should be no impurity in the visi cooler of the company. Impurity here refers to
that brand which is presented in the visi cooler other than cokes product. Therefore not
BRAND ORDER
The company has given a brand order to the market developers to arrange the different
brands in a specific order in the cooler. The order should be in such a way-
Thumsup
Coca cola
Sprite
Limca
Fanta
Maaza
Kinley
AVAILABILTY
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Availability is done according the type of outlet. There are four type of outlet mentioned
below. According to this market developer has to ensure the availability of the products
ACTIVATION
Activation is important because it helps to boost the sales of the company. it is done
through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This boards
usually gives to the E&D outlets .It helps to attract the customers. Rack with header is
Activation Elements
Market developer must ensure that all these activation elements must available at all the
SHELF DISPLAY
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DISPLAY OF RACK VISI COOLER
OPTIONAL ELEMENTS:-
1. STANDEE
2. SIX MOBILE HANGER
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TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria-
Volume
Channel
Income group
1. VOLUME
There are four types of outlets according to the volume of sales of the outlet-
2. CHANNEL
Grocery (customer profile): Store stocking a variety of regular uses household items. The
etc.
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(B) EATING & DRINKING CHANNEL 1
Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller
dhabas. These outlets offer multiple opportunity to effect sales as people usually order
- Restaurants
- Dhabas
- Cafes
It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.
Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that
stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc.
Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.
3. INCOME GROUP
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Medium- Those outlets where medium income customer comes.
CHANNEL Based on
CLUSTER consumption
occasion
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Visi-cooler position, display & Brand Order Compliance
Under RED market developer has to ensure that shopkeeper must display all
Under RED market developer has to insure that shopkeeper must display all products.
Display may be in the form of Shelf Display, Table Top Display etc. All products must
be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza,
MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water).
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TYPES OF VISI COOLER/CHEST
Cooler - 2C/s Chest- 4C/s
7C/s
9C/s
20C/s
30C/s
These 100 points are distributed in various Parameters explained in the following
table
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RED Scoring Sheet
G ro ce ry E& D C o n v.
R ED P a ra m e te r
D G S D G S D G S
1 Is a c oc a c ola c ooler pres ent
2 Is the c ooler as per s tandard 4 4 4 4 4 4 4 4 4
3 Is the c ooler in prim e loc ation 10 10 10 10 10 10 10 10 10
4 Is the vis ic ooler in a w ork ing c ondition 3 3 3 3 3 3 3 3 3
V isico o le r
5 Is the vis ic ooler light w ork ing 2 2 2 2 2 2 2 2 2
6 Is the c ooler 100% pure 10 10 10 10 10 10 10 10 10
7 Is the c ooler brand order c om pliant 6 6 6 6 6 6 6 6 6
Total 35 35 35 35 35 35 35 35 35
1 C an 4 4
2 R G B -C S D 12 22 25 25 14 18 18
3 R G B -M aaz a 4 8 10 10 4 4 4
4 M obile-C S D 16 16 10 6 5 5 13 13 14
A va ila b ility5 M obile-M aaz a 4 4 4 3 3 4
6 LA R G E P E T-C S D 16 16 10
7 LA R G E P E T-M aaz a 4 4
8 TP -M aaz a 2 2
Total 40 40 40 40 40 40 40 40 40
1 W arm D is play R ac k 10 10 8 10 10 10
2 Is the rac k pure and c harged 10 10 7
3 S helf D is play 5 5 5
4 C rate dis play w ith w rap 5 5 5
5 F lange/S tandee/G S B / D P S board/F lex board 5 5 5 10 10 10
A ctiva tio n
6 A erial M obile H anger 5 5
7 M enu board/M enu c ard 15
8 C om bo c om m unic ation 15 15
9 B randed table m at/table viny l 5 5
Total 25 25 25 25 25 25 25 25 25
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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION
Manufacturing
Plant, FAIZABAD
(H.P)
Sales and
Distribution
Operations
Distributors Outlets
Outlets
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DISTRIBUTION NETWORK
HCCBPL has a wide and well-managed network of salesmen appointed for taking up the
channels are constructed in such a way that the demand of customers is fulfilled at the
right place and the right time when they need it.
Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse ---
The customers of the Company are divided into different categories and different routes,
and every salesman is assigned to one particular route, which is to be followed by him on
efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency
Coca-cola company distributes their schemes according to area. Area or place where
soft drinks sold in a large manner, on those place company gives good schemes to
shopkeeper and retailer. Place like railway station bus stand are consider in this category
and place which have low selling where company gives small schemes to the
shopkeeper.
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Criteria for providing free chilling equipment
An ice box is provided for the sale of 1-2 crates daily to the retailers.
For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.
For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the
company.
If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is
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SALES PROMOTION
PUSH STRATEGY:-
HCCBPL is using Push strategy in which they use its sales force and trade promotion
money to induce intermediaries to carry, promote and sell the product to end users i.e.
consumers.
For example-as HCCBPL is giving free pet bottles and other trade schemes to
PULL STRATEGY:-
HCCBPL is also using Pull strategy in which they are using advertising and promotion to
persuade consumers to ask intermediaries for the company brand product by this way
For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile
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5. RESEARCH METHADOLOGY
The research includes the study which was descriptive in nature.It basically aims about
how coke schemes plays in the mind of shopkeepers and the consumers.
(a)PRIMARY
(b)SECONDARY
Observation
Experiment
Survey
Research Instruments-
Sampling plan
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SECONDARY DATA- For the secondary study data was not available so it is taken
AREA- Rekabganj,
Chowk,
Niyawa,
Angoori Bagh,
Civil line,
Fatehganj,
Devkali
Darshan Nagar
Gudhdi Bazar
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SIZE OF VISICOOLER
8% 2% 1% 7%
20c/s
9c/s
7c/s
4c/s
82% 2c/s
20%
Is good
Some gap
80%
VISIBLE PRODUCT
200
160
145
150 YES
105
90
100 NO
36 30
50
0
BOARD FLANGE RACK TABLE TOP
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LEADING BRAND OF COCACOLA
Brand share
8%
7%
THUMSUP
6%
COKE
SPRITE
14% LIMCA
63%
2% FANTA
MAAZA
CHANNEL OF COKE
5%
29%
E&D
CONVENIENCE
66% GROCERY
CLASS OUTLET
19
DIAMOND
92
83 GOLD
SILVER
BRONZE
56
58
INCOME GROUP
15%
HIGH
LOW
54%
31% MEDIUM
MARKET SHARE
MARKET SHARE
29%
COKE
PEPSI
71%
DIVISION OF MARKET
20%
COKE
PEPSI
50%
OTHERS
30%
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20%
FAMILIAR
UNFAMILIAR
80%
Project RED is a live project. It can broadly be classified in two stages, which can be
described as follows.
Initial Stage:-
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This stage comprises of Product Knowledge and Process Knowledge.
The product knowledge means the knowledge of every product and its variants
offered by the company-
The Process Knowledge means the knowledge about the distribution of the
product and its variants from the sales depot to the different retailers of the city.
The actual knowledge about the product and the process was attained with the help of
Route Riding.
Route Riding means to visit different outlets on the commuting vehicle (vehicle which
carries coke product from depot to different outlets) along with salesman. By the route
riding it is very easy to grasp and understand how the cola market actually works. Route
riding elaborated the factors influencing the cola market and provided the information
about the competitors strategies and schemes which they offer to the retailers in order to
gain advantage. Retailers grievances were best know with the help of route riding
through personal interaction. Also with route riding any one can know about the sales
status of an outlet on a daily basis.
Later stage:
This stage comprises of the serious implementation of the project RED in
the area of Rikabganj, Chowk, FAIZABAD. To ensure effective and fruitful
implementation of the campaign, market developers (M.D.) were appointed by the
company. Market Developers carried the responsibility to handle all the activities
under the R.E.D. campaign.
The first step involved in this stage was to select the outlets where the
campaign has to be implemented. The outlets are selected on the basis of some
parameters like annual sale of the outlet, type of the outlet, space available at the outlet
etc.
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(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer which
contains the names of the outlets to be visited by him coming under the campaign R.E.D.
where the project has to be implemented.
After getting permanent journey plan the next step was to visit the outlets for
gaining initial information of every individual outlet as well as market on a whole. The
visit to all the outlets of that area helped in revealing its market condition. Visiting the
outlets clearly showed the picture of the market situation prevalent in market..
This is a new concept by the company. In this concept company takes order one day
before and then delivers the product to each route. So this gives more time to market
This gives more time to the market developer for the activation & branding
purpose.
By this company can easily implement the RED concept in better way.
Presale concept makes assure of more availability of the products in the market.
By this concept market developer can arrange the product in better way.
The Company can display its products in proper way so that customers can attract
towards it.
HYPOTHESIS
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Hypothesis
(A) Null hypothesis (H0 ):The coke has more consumption then Pepsi.
(B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.
(C) Let the level of significance is()= 5%In testing the hypothesis since the
TEST FORMULA
Z= P1-P2
PQ[1+ 1]
n1 n2
P= n1P1 +n2P2
n1+n2
Q=(1-P)
where
After calculated value is Z=1.34 which is less then calculated from the table
2)Hypothesis
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(A)Null hypothesis (H0 ):The market share of coke is higher then Pepsi.
(B)Alternate Hypothesis (H1): . The market share of coke is not higher then
Pepsi.
FORMULA
Z= P*-P
P(1-P)
n
P=Sample proportion
P*=Population proportion
n=sample size
The calculated value is less then value calculated from the table that is 1.96,
3)Hypothesis
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(A)Null hypothesis (H0 ):Presale is good for the company.
FORMULA
Z= P*-P
P(1-P)
n
P=Sample proportion
P*=Population proportion
n=sample size
The calculated value(1.56) is less then the value calculated from the table that
is 1.96 hence hypothesis is accepted.
SWOT ANALYSIS
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1. STRENGTHS:-
10-tonne trucks to open-bay three wheelers that can navigate through narrow
STRONG BRANDS: The Coca-Cola has been named the world's top brand for a
that the Coca-Cola brand was worth $70.45billion. People all over the world
enjoy coca cola products more than 1.3 billion times per day.
lowering of costs.
2: WEAKNESSES:
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LOW EXPORT LEVELS: The brands produced by the company are brands
produced world wide thereby making the export levels very low. In India, there
The Companys operations are carried out on a small scale and due to
Government restrictions and red-tapism, the Company finds it very difficult to invest in
3: OPPORTUNITIES:
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LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent
share of the soft drinks market; this includes a 42 per cent share of the cola
market. Other products account for 18.1 per cent market share, chiefly led by
Limca.
EXPORT POTENTIAL: The Company can come up with new products, which
are not manufactured abroad, like Maaza etc and export them to foreign nations. It
can come up with strategies to eliminate apprehension from the minds of the
disposable income. The beverage industry can take advantage of such a situation
4: THREATS:
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IMPORTS: As India is developing at a fast pace, the per capita income has
increased over the years .If consumers shift onto imported beverages rather
than have beverages manufactured within the country, it could pose a threat to
the Indian beverage industry as a whole in turn affecting the sales of the
Company.
consumption. Therefore, this can limit the growth of the Company and pose
problems.
number of daily wage earners, poor roads; power problems; and inaccessibility to
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PUSH STRATEGY:-
HCCBPL is using Push strategy in which they use its sales force and trade promotion
money to induce intermediaries to carry, promote and sell the product to end users i.e.
consumers.
For example-as HCCBPL is giving free pet bottles and other trade schemes to
PULL STRATEGY:-
HCCBPL is also using Pull strategy in which they are using advertising and promotion to
persuade consumers to ask intermediaries for the company brand product by this way
For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile
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10. CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is playing a very
important role for the company. With the help of this project, sale of the company has
been increased. Because in this project there is one market developer who has to ensure
that Visicooler must be on prime location, all brands must available, all brands must
displayed in brand order i.e. COLOJK. All the activation elements like warm display
rack, table top rack, standees etc must be available at all outlets come under RED. All
With the help of this project company has increased its sale in Faizabad region and also
company can measure or check the performance of each retailers working all over the
FINDINGS
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According to the demand of outlet owners, delivery of products are not
made available in the outlets.
Sales people and delivery persons do not visit the outlets on a regular
basis.
Advertisement materials are not available in the right time at the right
place i.e. Different Channels like Grocery, Convenience, E&D.
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FACTS
Thumsup has the highest sales from the Coca colas side and from the Pepsis side
Sprite has the fastest grownup brand in the clear lime segment in the recent years.
In the off season when the sale is reduced retailers want more schemes.
Minute maid has not getting good response from the market.
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SUGESSTIONS
Delivery position should be maintained to get good return from the market.
The company must try to make different brands of Coca-Cola available at every
retail outlet whether it is large or small, otherwise the consumer may go for
substitute.
Sales People and delivery persons should properly monitor the market whether
stocks are available and are properly utilized in the market or not.
The Company employees should make direct contact with the consumers, so that
they may aware with real situation of the market and consumers attitude towards
the product. For this they can arrange awareness camps in different locations.
AREA
CONTACT NO.:
(A ) GENERAL QUESTIONS
1).Type of channel
a) Grocery ( )
c) Convenience ( )
a) Diamond ( )
b) Gold ( )
c) Silver ( )
a) Familiar ( )
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b) Unfamiliar ( )
a) 25% ( )
b) 50% ( )
c) 75% ( )
d) 100% ( )
a) Schemes ( )
b) Prizes ( )
c) Scratch coupons ( )
d) Cash discount ( )
e) None ( )
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(B) AFTER PROJECT RED
a) Yes ( )
b) No ( )
c) As it is ( )
20%
YES
8%
NO
AS IT IS
72%
a) Yes ( )
b) No ( )
c) As it is ( )
9%
9%
YES
NO
AS IT IS
82%
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8) Has the activation of outlet increased?
a) Yes ( )
b) No ( )
c) As it is ( )
10%
12%
YES
NO
AS IT IS
78%
a) Yes ( )
b) No ( )
c) As it is ( )
13%
7% YES
NO
AS IT IS
80%
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(C ) PERFORMANCE OF RED TEAM
a) Poor ( )
b) Good ( )
c) Better ( )
d) Best ( )
9%
18% GOOD
BETTER
BEST
73%
a) Daily ( )
b) Weekly ( )
c) Monthly ( )
d) Never ( )
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7% 0%
DAILY
WEEKLY
MONTHLY
NEVER
93%
a) Daily ( )
b) Weekly ( )
c) Monthly ( )
d) Never ( )
3% 2% 16%
DAILY
WEEKLY
MONTHLY
NEVER
79%
a) Continue ( )
b) Discontinue ( )
80
7%
CONTINUE
DISCONTINUE
93%
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DECLARATION
This project has not been submitted earlier for the award of any other
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PLACE: RAKESH KUMAR AGRAWAL
DATE :
REFERENCES
BOOKS
Ramaswamy
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Booklet of RED, COCA COLA INDIA
INTERNET
www.coca-cola.com
www.cocacolaindia.com
www.oligopoly.com
www.medianewsline.com
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