Concept of RED
RED, or ‘right execution daily', is a distribution blueprint that Coke put in place in 2006. It is paying off for Coca-Cola and helping it post 10-15 per cent incremental sales. It is nothing but the power of routine. Many companies falter at the stage of execution and a Coke old-timer recalls that the earlier focus was on just making the brands available at the retailer outlet through a conventional distributor-led model with no control of how the brand was displayed nor on what else the retailer dumps in a Coke visi-cooler. Now Coke's RED execution — done in big cities through direct distribution by the company – is followed by the sales teams of both its company-owned and franchiseowned bottlers. Essentially, this plan covers its visi-coolers, the availability of beverages and activation. There is monthly field visit which covered modern trade, small kiranas, a bakery and a restaurant, it is important that the brand be visible and appealing to a potential customer. The Coke force works with retailers to ensure the cooler is in prime position, especially in outlets that exclusively stock only Coca-Cola brands. Apart from ensuring availability of all its beverage brands, the sales team also sees that signages are as per a plan. For example, in an eating outlet, as in this biryani restaurant, there would be combo shots of food and a sparkling beverage to induce customers. In activation we see that there should be proper hoarding,display and advertisement in the outlet have or not of the company product this include like making welcomegate in which there is retailer name and company product name on the Hoarding that will put on outside of theoutlet

       To know the reason behind low RED (right execution daily) score. To know the availability of activation of element in RED. To know the problem in the distribution of activation element. To identify suitable activation element according to the outlet’s location. To know the impact of activation element on sell when keep outside. To know the impact of activation element on consumers. To help M.D (Market developer) in outlet activation.


The main scope of the study is to understand the impact of S.G.A (Sells Generating Assets) on sale.

   

To increase RED score of the outlet. To fill the gap of activation element in different RED outlets. To make a platform for market developer to work on difficult RED outlets, To analyze the work of the market developer.


a co-partnership between Dr. Doe while Ed Holland became the new Vice-President. another co-partnership. the company was again changed to Pemberton Medicine Company. invented by pharmacist John Stith Pemberton in 1886. manufacturer. 107. Georgia. Pemberton stayed on as the superintendent. The company is best known for its flagship product Coca-Cola. H. The company operates a franchised distribution system dating from 1889 where The CocaCola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. and Pemberton's Globe Flower Cough Syrup. Bloodworth. D. Besides its namesake Coca-Cola beverage. and J.COMPANY PROFILE The Coca-Cola Company is a beverage company. and marketer of non-alcoholic beverage concentrates and syrups. Three years later. this time between Pemberton. the Russell 1000 Index and the Russell 1000 Growth Stock Index. The company's factory was located at No. The new president was D. S&P 500 Index. A. .S Pemberton and Ed Holland. Marietta St. Mayfield. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola). the company became a stock company and the name was changed to Pemberton Chemical Company. History & Development The Coca-Cola Company was originally established in 1891 as the J. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Coca-Cola currently offers more than 400 brands in over 200 countries or territories and serves 1. The Coca-Cola Company is headquartered in Atlanta. Pemberton Medicine Company. In 1884. O. distributor. Murphy. J. S. Pemberton's Indian Queen Hair Dye. C. E. Its current chairman and CEO is Muhtar Kent. Its stock is listed on the NYSE and is part of DJIA.6 billion servings each day.

promote education. making Coca-Cola one of the country’s top international investors and in 2003. Virtually all the goods and services required to produce and marketCoca-Cola products locally – including our Kinley water brand launched in 2000. returned to India in 1993 after a 16 year hiatus. the company had expanded its offerings to include Pemberton's Orange and Lemon Elixir. the company received a charter with an authorized capital of $50. By this time. For as long as we’ve been in India. During the past decade. giving a new thumbs up to the Indian soft drink market. It’s no wonder our brands have assumed an iconic status in the minds of the world’s consumers. The Coca-Cola Company and our independent bottlers have been engaged at the international. and provide healthcare. national and community levels to support programs that protect the environment.The charter became official on January 15. The Coca-Cola System in India includes 24 Company-owned bottling operations and another 25 franchisee-owned bottling operations that directly employ 5. also launched in 2001 – are made in India. the Company took over ownership of the nation’s top soft-drink brand and bottling network. the corporation nourishing the global community with the world’s largest selling soft drink concentrates since 1886. ensuring that the benefits of such enterprises remain in the local communities in which they operate. and Sunfill. 1889. an energy drink launched in 2001. Coca-Cola India pledged to invest a further $100 million in its operations.000.Finally in October 1888. distribution systems and marketing equipment.500 local people and create jobs for another 150. including new production facilities. wastewater treatment plants. . The Coca-Cola System has invested more than US $1 billion in India. Coca-cola in India Coca-Cola.000. Shock. our first powdered concentrate. Coca-Cola India has made significant investments to build and continually improve its business in India. conserve water. In the same year.

Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21). making it one of the country’s top international investors. Leading Indian brands joined the Company's international family of brands.Cola.24 Coca-Cola India produced its beverages with 7.22 By 2003. supply.23 Encouraged by its 2002 performance. Coca-Cola returned to India in 1993. Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume. Citra and Gold Spot provided not only physical manufacturing. including Coca. cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. 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. Sprite and Fanta. and quality. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs.Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Coca-Cola India no. In 2000.000 retail outlets serviced by a fleet that includes 10ton trucks. From 1993 to 2003. 750crore) between September 2002 and March 2003. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Coca-Cola invested more than US$1 billion in India.1. the company launched the Kinley water brand and in 2001. Maaza. 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. After a 16-year absence. profitability. and distribution networks. Shock energy drink and the powdered concentrate Sunfill hit the market. open-bay three wheelers.000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchiseeowned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. Coke indirectly created employment for another 125.25 In addition to its own employees.000 Indians through its procurement. and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. and distribution assets but also strong consumer preference. diet Coke. . Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. Limca. plus the Schweppes product range. bottling.

as the government felt that lots of foreign currency was being wasted. It is artificially flavored and contains no fruit or pulp. Parle Exports (P) Ltd. . Three of four groups of Indians companies who had the required production capacity started their own brands of Cola. they had tentatively introduced Cola. Cola giant. This extraordinary success of soft drinks can be attributed to the following factors:• • • Absence of contemporary competitive brand. and Indians are very found by nature of foreign goods. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment. later in 1970 introduced Limca. Before Limca introduce. Lemon. which they had to soon withdraw in the face of battering confrontation with Coca-Cola. India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. but failed to achieve their goal on a national basis. The marketing people did not even receive to publicize Coca-Cola for it sold first like probability not-cakes. Searching for the point of Indian soft drinks we first document on Gold Spot. services etc. this was the first brand soft drink in India. Pepino. Lemony Soft drinks.SOFT DRINK INDUSTRIES IN INDIA A soft drink is a non-alcoholic beverage. Coca-Cola was the first foreign soft drink to be introduced in India in 1965. India always has love and hate relationship with MNC’s which gave a significant opportunities to soft drink industries in India when Coca-Cola decided to windup its operation in 1977 rather than bowing to the Indian government insisting on:• Dilution of equity. Orange. due to prolonged foreign rules. COCA COLA entered India in the year 1993 in collaboration with PARLE INDIA LTD. CocaCola make a very good beginning and dominated the whole scheme right from the word go. The consumer market can be defined as the market for products and services that are purchased by individuals as house holds goods for their personal consumption. It was introduced by PARLE during later part of 40’s. It (Coca-Cola) faced no competition at that time. Euphoric image built up in the Western countries proceeded the entry into Indian Market.

marketing and organizational skills. However Parle. The exit of Coca-Cola from India in 1977 accelerated the growth of several Indian Soft Drink. This particular slogan helped to win over the loyalists or addicts to Coca-Cola. as claim by soft drink manufacturers. Lemon and Cola.e. Jump-In and Treetop were the prominent once. blazed its way to national prominence with their product “Thumps Up” bearing the slogan “Happy Days Are Here Again”.• • Manufacturing of the top-secret concentration in India. To fill these gaps there are many soft drinks concentrate and squashes flooded the market. New soft drink in the form of Tetra pack entered the market among Frooti. The Indian soft markets basically offered three flavours i. . the pioneer in the soft drinks. In spite of all these. Orange and Cola that order. This left a large vacuum in the popular soft drink market. Limca and Thumps Up became the brand leader in their own segment. Soon the Indian Soft drink industry started at a phenomenal rate. Disclose of the chemical composition of the essence. Lemon. who was in the state of “Cola Shock” or Cola Depression. It took them one year to develop new formula to survive and gradually came up with Campa. the drink market still has large gap. technical. and all Parle Products Gold Spot. and a vista was opened to any company with the requisite. Till 1977 their equipped bottling plants and the distribution network a longing to be of no use. Orange.

PRODUCTS Products Available in Varanasi Market and Rates. Thums up:- . Volume. Cost as on July 26. Profit. 2010 1.

Exciting personality. policies necessitated its departure. fizzy taste and its confident. it is now the flagship brand of the largest manufacturer. From a humble beginning in 1986. Originally introduced in 1977. In India Coca-cola was the leading soft-drink till 1977 when govt. Coca-cola has a truly remarkable heritage. he should think of Coca Cola.Soft Drink Strong cola taste.Drink Type: . even in the remote and inaccessible part of the nation. Of late. Coca-cola made its return to the country in 1993and made significant investments to ensure that beverages is available to more and more people. Thums up was acquired by the Coco-cola company in 1993. Coca Cola – “Sabka thanda ek”. So the Punch line makes ‘Thanda’ equal to Coca Cola. So Coke wanted to give an impression that whenever a customer think of ‘Thanda’. . Coca Cola –“ Thanda Matlab Coca Cola” – People in India generally refers cold drinks as ‘Thanda’. Thums up is a leading carbonated soft drink and most trusted brand in India. Thums up is known for its strong. This brand clearly seeks to separate the men from the boys.Soft Drink The world’s favourite drink. we also have the “Thande ka Tadka”. Coca-Cola:Drink Type: . The world’s most valuable brand. marketer and distributor of non-alcoholic beverages in the world. 2. mature and uniquely masculine attitude.

4 soft drink and is sold in more than 190 countries. influence them to be true to who they are and to obey their thirst. The brand has been displaying healthy volume growth year on year and Limca continues to be the amongst the leading flavours soft drinks in the country. Sprite has stood for a straight forward and honest attitude. In India.Soft Drink Lime n’ Lemoni Limca. Limca energizes. Why? With a strong appeal to the youth. Limca:Drink Type: . Dive into the zingy refreshment of Limca and walk away a new person.Soft Drink . sprite was launched in 1999 and today it has grown to be one of the fastest growing soft drink. Its clear crisp refreshing taste encourages the today’s youth to trust their instincts. Today Sprite is perceived as a youth icon. 4. 5. Sprite:Drink Type: .3. Limca has been the original thirst choice. the drink that can cast a tangy refreshing spell on anyone. of millions of consumers for over 3 decades. leading the clear lime category. refreshes and transforms. The sharp fizz and lemoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. anywhere. Born in 1971.Soft Drink Worldwide sprite is ranked as the No.Fanta:Drink Type: .

Internationally. Over the years Fanta has occupied the strong market place and is identified as ‘The Fun Catalyst’. Perceived as the fun youth brand. Maaza currently dominates the fruit drink category. In 1993 Maaza was acquired by Coca-Cola India. Fanta stands for its vibrant colour. Here was the drink that offered the same real taste of fruit juices and was available throughout the year. Fanta the ‘orange’ drink of the coca-cola company. natural. Over the years Maaza has become synonymous with mango.Juice/ Juice Drink Maaza was launched in 1976. 6. Maaza:Drink Type: . is seen as one of the favourite drinks since 1940’s. fun drinkwhich delivers the real experience of fruit. . cheerful and special. times with friends. Fanta entered the Indian market in 1993. This has been the result of such successful campaigns like “ Taaza Mango Maaza Mango” and “ Botal mein Aam. Consumers regard Maaza as wholesome. tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. Maaza hain Nam”. This positive imagery is associated with happy.

a lemon juice-based drink. Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. Minute Maid Nimbu Fresh. . Minute. Minute-Maid Pulpy Orange:Drink Type: . They branded it Minute Maid. The company developed the process that eliminated 80% of water in orange juice. The roll out of the latest innovation has been designed to further extend the company's market leadership in the juice drink segment. Minute Maid Nimbu Fresh is being made available in two pack sizes.Maid one of the world’s largest juice and juice drink brands. 8. The launch of Minute Maid Nimbu Fresh. followed by a nation-wide launch later this year. on-the-go 400ml PET and 1 liter PET. priced at INR15 and INR40 respectively.7. Minute Maid Nimbu Fresh: Drink type: .Orange Juice Drink The history of the minute maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. forming a frozen concentrate that when reconstituted created orange juice.lemon juice drink Coca-Cola in India has launched a new product. The new addition to the Minute Maid brand is being launched in a phased manner and will be initially made available to consumers through selective channels and outlets in the state of Tamil Nadu. the name connoting the convenience and ease of preparation (in a minute). a refreshing lemon juice-based drink developed especially for Indian consumers.

Kinley:Drink Type: . Water you can trust to be truly safe and pure. Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality and healthy life. PRICES & QUANTITY OF THE PRODUCTS . club soda and a myriad of fruit flavours.9.soda Kinley is a carbonated water that comes in wide array of variants such as tonic.Water Kinley water understands the importance and value of this life giving force. 10. bitter lemon. Kinley water thus promises water that is pure as it is meant to be. Kinley:Drink Type: .

75 15.92 9 12 15 28 50 Minute Maid Pulpy Orange . Fanta Stock keeping unit 200ml 300ml Cane 330ml 350ml 600ml 1.02 45 48 44.9 10. Limca.25 ltr 2ltr Trade Quantity price per Per crate crate/carton 192 264 448 378 564 408 531 24 24 20 24 24 12 9 Trade price per bottles/pet 8 11 18.69 7.14 9 12 20 17 25 37 63 Maaza Stock keeping unit Trade price per crate 200ml 192 200ml tetra 290 250mlxpress 405 600ml 624 1. Coca-Cola.93 6.Thums-up.5 26 46.25 ltr 556 Quantity per crate/carton 24 27 30 24 12 Trade price per bottles/pet 8 10.09 6.50 34.66 7.2 9.04 Margin profit in %age 12.5 11. Sprite.75 21.11 7.17 59.11 MRP Retailers margin per crate/carton 24 24 30 30 36 42 36 Margin profit in %age 14.74 13.14 7.73 11.33 MRP Retailer margin per crate/carton 24 34.

50 MRP Retailer margin per crate/carton 36 36 Margin profit in %age 25 17. VISION & VALUES .09 15 Kinley Water Stock keeping unit 1ltr 1/2ltr Trade price per crate 144 205 Quantity per crate/carton 12 24 Trade price per bottles/pet 12 8.63 20 50 Minute Maid Nimbu Fresh Stock keeping unit 400ml Trade price per crate 330 Quantity per crate/carton 24 Trade price per bottles/pet 13.75 MRP Retailer margin per crate/carton 30 Margin profit in %age 9.37 13.Stock keeping unit 400 ml 1ltr Trade price per crate 435 528 Quantity per crate/carton 24 12 Trade price per bottles/pet 18.09 15 10 Kinley Club Soda Stock keeping unit 300ml 500ml Trade price per crate 124 266 Quantity per crate/carton 24 24 Trade price MRP per bottles/pet 5.08 Margin profit in %age 16.08 6 13 Retailer margin per crate/carton 20 46.32 MISSION.12 44 MRP Retailer margin per crate/carton 45.12 72 Margin profit in %age 10.12 17.17 11.

Our mission.. They provide a clear direction for our company and help ensure that we all are working towards same goals. all the employees working for them being at their top and fullest. and spirit.. To Inspire Moments of Optimism. Planet: Being a responsible global citizen that makes a difference. Profit: Maximizing return to shareowners while being mindful of our overall body.everywhere we engage.    To Refresh the World. VISION: People: Being a great place to work where people are inspired to be the best they can be. To Create Value and Make a Difference. vision & values outline who we are. VALUES:- ...' Also Coca-Cola would hope to provide the best quality drink for everyone.through our brands and our actions.. what seeks to achieve and how we want to achieve it.. mind. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people’s desires and needs.     MISSION:'Remind Coca-Cola is the read thing' but their motto now has changed to 'To benefit and refresh everyone who is touched by our business. Partners: Nurturing a winning network of partners and building mutual loyalty.

Passion: “Committed in heart and mind”. Accountability: “If it is to be. Quality: “What we do. we do well” OBJECTIVES/GOALS OF COMPANY Coca-Cola main objectives are to supply everyone their favorite drink and to satisfy the consumer needs and wants. create. imagine. delight”. Integrity: “Be real”. Collaboration: “Leverage collective genius”.       Leadership: “The courage to shape a better future”. it's up to me”. COMPETITORS TO HCCBPL . Coca-Cola second main objectives are to provide profit to the shareholders and increase the market share. Innovation: “Seek.

8% is held by coca-cola and rest of belongs to pepsi. Ltd. CUSTOMER .  Dabur: Dabur in India. But the iced tea that is NESTEA which has been introduced in the market by nestle provides a considerable amount of competition to the products of the company. Nimbooz. Gatorade sports drink and Aquafina water. Slice. Dabur has introduced into the market the REAL JUICE which is packaged fresh fruit juice. PepsiCo and coca-cola hold together. Iced tea is one of the closest substitutes to the colas as it is thirst quencher and it is healthier when compared to FIZZ drinks. a market share of 95% out of which 60. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. These products give a strong competition to MAAZA and the latest product MINUTE MAID PULPY ORANGE. Baby foods and chocolates.  Bisleri International  Tata’s Mount Everest Mineral Water  Parle Agro Pvt.The competitors to the products of the company mainly lie in the non-alcoholic beverages industry consisting juices and soft drinks. the company soft drinks include Pepsi.  Nestle: Nestle does not give that tough competition to coca-cola as it mainly deals with milk products. Apart from food products. Mountain dew. The key competitors in the industries are as follows:  Pepsi Co: The PepsiCo challenge. PepsiCo also sells Tropicana orange juice brands. 7up. to keep up with arch rival. Mirinda. is one of the trusted brands as it has been operating over since times and people have laid their all trust in company and products of the company.

orange and juice flavor . distributor. lemon. Customers may be CNF. Among the products of coca-cola Thums up has lead the way with 45% of market share. to final customers. Coca-cola Company has wide range of customers that falls under the distribution channels of marketing. Coca-Cola is available in cola. retailers. COCA-COLA QUALITY POLICY .As coca-cola has wide range of products. Its customer also varies according to taste and preference. which are (household). Coca-Cola is available in can of 330ml which target the upper income class and their sale is also confined in those particular places. accordingly customers have choice for.

As one of the largest and most global companies in the world, Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated. The company’s mission statement, called the Coca-Cola Promise, stated: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.” The Company has made efforts towards good citizenship in the areas of community, by improving the quality of life in the communities in which they operate, and the environment, by addressing water, climate change and waste management initiatives. Like its parent, Coke India’s Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. Priorities included education, where primary education projects had been set up to benefit children in slums and villages, water conservation, where the Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education, and health, where Coke India partnered with NGOs and governments to provide medical access to poor people through regular health camps. In addition to outreach efforts, the company committed itself to environmental responsibility through its own business operations in India including:

 Environmental due diligence before acquiring land or starting projects.  Environmental impact assessment before commencing operations.  Ground water and environmental surveys before selecting sites.  Compliance with all regulatory environmental requirements.  Ban on purchasing CFC-containing refrigeration equipment.  Waste water treatment facilities with trained personnel at all company-owned bottling operations.  Energy conservation programs.  50% water savings in last seven years of operations.


Coca-Cola wins Bhagidari Award- Fourth time in a row
Coca-Cola India won the Delhi Government's Bhagidari Award for the 4th consecutive year for its efforts in Water Conservation and Community Development. The award was presented on the second day of the two days Bhagidari Utsav at Pragati Maidan, New Delhi on February 3, 2007 by the Hon'ble Chief Minister of Delhi, Smt. Ms. Sheila Dikshit. We took this opportunity to also present the Water Calendar 2007 to the Hon'ble CM. The Bhagidari Utsav is an annual event to celebrate the success of 'Bhagidari' - A publicprivate-community partnership program launched by the Delhi government a few years ago. Among the highlights of the Utsav was an exhibition cum display by some of the partners of the Delhi government, where each partner showcased its initiatives to make Delhi a 'better' place. In recognition of Coca-Cola's efforts in Water Conservation and PET Recycling, we were given two stalls to outline our initiatives in these areas. Ms. Dikshit was one of the first to visit our PET Recycling stall and after being briefed on our PET Recycling program, she urged the Company to spread the awareness on PET Recycling not just amongst the visitors to the Bhagidari Utsav but also among people at large.

Recycle and Recharge water in their daily lives.D & Urban Development. Large Enterprises (251 and above employees). GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. P. who were briefed about the various programs undertaken by the Company to spread awareness and to conserve water. TCCQS is all encompassing management system (Total Quality) covering environment management and other business aspects such as safety and loss Prevention (SLP). Delhi Government. A. In addition. Reuse. nearly 2500 participated in the two quiz contests that we ran at the stalls. Our stalls evoked tremendous response from all stakeholders and nearly 3000 people visited our stalls during the event. Walia. The Golden Peacock Environment Management Award The GPEMA is designed to encourage and recognize effective implementation of environmental management system and this achievement has been made possible by the plants adherence to Coca-Colas total quality program called The Coca-Cola Quality system (TCCQS). viz. Planning. The awards are given separately for manufacturing and service organizations. Several Resident Welfare Associations and NGOs also approached us seeking our guidance and help for RWH and PET Recycling programs in their colonies. Medium Enterprises (51 to 250 employees). packaging quality. We had showcased a device called 'Drip Gauge' for the first time in the country at the stall. Minister for Finance. and Small Enterprises (upto 50 employees). A 3-D Rain Water Harvesting (RWH) model demonstrating the utility. product quality. functioning and commissioning of Rain Water Harvesting projects at individual households & residential colonies was also on display. Sheila Dikshit as well as by the Hon'ble Mr. . and are assessed under the following categories.W. people were apprised of simple methods to Reduce. . Drip Gauge is a simple but effective tool to sensitize people to save water. process capability improvement and customer satisfaction.Our Water Conservation stall was visited both by the Hon'ble Chief Minister Ms. The dignitaries were very appreciative of our efforts. K. Of these.

The Kaladera unit is the fourth plant to get this distinction in the Coca-Cola India after Baddi (Himachal Pradesh). former Prime Minister of Sweden. Ola Ullsten. Coca-Cola Indias ultra-modern ISO 14001 certified bottling plant in the State won this top award in the medium scale Food & Beverage category from amongst more than 17 entries.World Environment Foundation Awards . The Award was presented to the plant team at a glittering function at Palampur by Dr. Ameenpur (Andhra Pradesh) and Dasna (Uttar Pradesh). near Jaipur.2005 Golden Peacock Environment Management Award to Kaladera unit The World Environment Foundation (WEF) awarded the prestigious Golden Peacock Environment Management Award 2005 (GPEMA) to the Coca-Cola bottling plant at Kaladera. . in recognition of its world-class environment practices.

C. They are especially trained to carry out certain responsibility. twelve differently-abled people are working as Bottle Inspectors (bottle supervisors) in the unit. According to Mr Ashitosh Bhardwaj. Shri T V Rajeshwar to the Area General Manager.. Ashitosh Bhardwaj. 2005. Ltd.H. Varanasi Best Organization Award Presented To HCCBPL. it’s a policy at Coca-Cola to give equal status & provide equal opportunity to the differently-abled people who are in a perfect physical condition. Mr. Varanasi..Varanasi with the Best Organisation Award for allowing differently-abled people to prosper & carve a niche for themselves in the professional world. Ltd. Varanasi. under the aegis of Directorate. Ltd. The Company shared this award with B. The Award was given by the Governor of the State. Area General Manager. VARANASI by the State Government of Uttar Pradesh Best Organization Award to Coca-Cola India . At present. Anomalies should not hamper the growth of an individual.E. School for the Deaf. to mark the World Disability Day on December 3.G. Handicapped Welfare conferred Hindustan Coca-Cola Beverages Pvt. Hindustan Coca-Cola Beverages Pvt.E Shri T V Rajeshwar felicitating Mr. The State Government of Uttar Pradesh. . in a function organized at Sahkarita Bhawan. H. Hindustan Coca-Cola Beverages Pvt.Ashutosh Bhardwaj. equal opportunity to differentlyabled people.

Outlet structure of coca-cola in India: The outlets can be classified as per three criteria:  Consumption pattern  Volume pattern  Shoppers profile It is done through 7 steps:Outside signage To greet the customer   .

. Distribution of products according to locality Coca-cola Company distributes their schemes according to area. Focus on availability of products in outlets There is big difference between the availability of products in market & red outlets. Coca-cola want their product displayed in each outlet in market so it is important that the product first available in market. 2. Extra focus on monopoly outlets Outlets which sales only coca-cola products and gives sale to company. check visi-cooler and talk to outlet owner & take feedback about their products. on those places company gives good schemes to outlet owner & retailers. 3. bus stands are consider in this category. Area or places where soft drinks sold in large manner. Regular market vigilance by Market Developer To know the position of coke’s products in the market coca-cola appoint some executive those go in market & check availability. Focus on visibility of coke products in outlets The aim of coca-cola is that its products should be visible for the customers so company gives to retailers rack so many display items. 5. Places like railway stations. Now a days the company is giving visi-coolers to retailers for visible their chilled products in market for sales. 4. visibility of products take care companies assets.    Warm display Inside signage Cooler purity & merchandising Order taking and range selling OBJECTIVE OF RED 1.

The segmentation of coca-cola market can be done on following basis. Markets can be segmented along 3 lines:a. Channel cluster b. discount and other gifts to these outlets and tries to keep them happy and make long relationship. . Locality income There are three factors of RED  Visi-cooler  Availability  Activation VISI-COOLER:Visi-coolers are placed by the SGA (sell generating assets) department according to outlets locality and income. Outlet volume c. Problems of these kinds oulets resolves as soon as possible. MARKET SEGMENTATION MODEL OF COCA-COLA Segmentation is the process of dividing or categorizing market into different groups based on one or more variables.Are considered in this category company gives extra schemes.

market developer check the different things in visi-coolers under the channel cluster:Is cooler present or not. availability of products in the market is clear.There are different types of visi-coolers comes in the market like: Two caser  Four caser  Seven caser  Nine caser  Twenty caser  Thirty caser Coca-cola works on “dikhega to bikega” philosophy. Prime position Working condition Light working 100% purity Shelf order compliant and Brand order . For this purpose MARKET DEVELOPER daily come in market to check their product availability. So. According to RED. This is the main formula of marketing strategy of each company.

B) Convenience Convenience outlets are those outlets where people visit regularly. Channels are classified through there types of services providing to consumers. outlets ay petrol pumps etc. vanaspati etc. Provisions. C) Eating & drinking (E&D) .AVAILABILITY:There is big difference between the availability of products in market & outlets. spices. Grocery Convenience Eating & drinking    A) Grocery Outlets primarily engaged in retailing of food & various household items. It includes STD Booths / cigarette & pan Shops. Coca-cola want their product displayed in each outlet in market so it is important that the product first available in market after than it put on outlets. This is done according to channel and category of outlets. edible oil.) and General stores (outlets selling items of day to day requirement & stocking a variety of branded products). These are often located alongside busy roads. beverages and other confectionary items. It includes Grocers (outlets dealing mainly in Grains. Semi temporary kiosk located near the roadsides selling cigarettes.

pubs etc. Product availability according to RED It means to maintain the visional according to a fix set of product which is known as COLO-K. restaurants. maaza and then water or soda will take place. Those outlets which gives annual sales below 200 carats. Those outlets which gives annual sales of 799-500 carats. limca.dhabas. Examples of E&D type 1. misthan bhandar.A (Sells Generating Assets). fanta.Outlets selling items to eat which are being cooked within outlet having place To sit are known as E&D type 2 and the outlet are not having place to sit are known as E&D type 1. sprite. this should also take care in the S. it means the set will follow a particular Brand Order. Thums-Up will take first place. . 2 E&D type 1 (standing):.G.bakers shops. confectionary stores etc. OUTLET VOLUME According to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four different segments such as: OUTLET CLASSIFICATION DIAMOMD GOLD SILVER BRONZE PHYSICAL CARATS Those outlets which gives annual sales of more than 800 carats. after it coca-cola. E&D type 2 (sitting):. Those outlets which gives annual sales of 499–200 carats.

 Right location of display racers.  Impactful message of price communication. Convenience outlet Table top/ hanging rack/ Arial hanger (atleast 1) shelf display/ cut carton (minimum 6 pet bottles) 1 of flex/ DPS board/ glow sign board/ stand. In activation according to channels comes are:- E&D outlet 5 menu card/ combo element/ 1 menu board/ 1 of flex/ DPS board/ Glow sign board (GSB) Grocery outlet Three tier rack/ 100% pure/ 50% charged with header/ shelf display/ cut carton (minimum 6 pet bottles). The important parts of activation are:  Placement of visicooler at spot location availability of the products. All OBM/ drinking shot communication/ price communication sticker.ACTIVATION Activation means doing things in and around the coke outlet that triggers consumption / purchase of coca-cola products. .

vendors. who enjoy the products at a rate of 1.5 billion servings a day. mass merchandisers. streets. as well as no. 2 in sales of soft Drink & no 3 in sales of Bottled Water.ESSENTIAL ELEMENTS FOR ALL CHANNELS  Price strips  Shelf strips  Price cards  Cooler door tray  Dealer board / DPS  Bottle neck header  Crate wrap  Standee MEET COCA COLA CUSTOMER Worldwide the coca cola company is no. 1 in sales of sparkling beverages & juices Drink. & amusement parks.among others. restaurants. Who are the customers? Coca cola customers are grocery stores. drug stores. . conveniences stores. What do they do! Coca cola customer sells its products to consumers & shoppers. movie theatres. It’s our customers that are largely responsible for this unrelenting success.

limca. Nielsen (a consultant) every month. How coca-cola induce for incident?       By putting visicooler in prime position. cocacola. fanta. maaza etc. A. By doing table activation.Why is their role important? Coca-cola customer makes it possible for consumers & shoppers in local communities around the world to purchase & enjoy its brand portfolio of quality beverages. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED. A. Ltd. By fixing combo board. By counter top display. A monthly report is send to Hindustan Beverages Coca-Cola Pvt. Nielsen asks a question from the retailers which are as follows: Related to Visicooler:    Is cooler in the hot spot location? Does it have all the products of coca-cola available? Is the display of the coca-cola products in a standards such as (thums-up.C. To measure the impact of Right Execution Daily (RED) a survey is done by A.C. By keeping the cooler pure & clean. The report is called as to create a RED Report. sprite.)?   Is cooler working properly? Is the cooler pure? .C. By doing rack display.

Related to price communication: Is there proper price display of the products? Related to product availability: All the brands should be available in the every distribution channel but main concern is that 200ml should present in the every channel and 600ml and 1. convenience and Grocery shop.5litres per bottles should be present in the Eating & Drinking. .


varanasi 3) Sadar Market.Researcher began his survey with route riding.Main market. The various methods and principles adopted are listed below:  Research Plan: Date sources: sources of information are as follows: (1) Primary sources Who’s the primary source?? Retailers are the primary source. Researcher asked the retailers about their uses of Coca-cola merchandises and try to Asses the market share of the Coca-cola’s different brands. Magazines. traveling along with the sales persons on his daily trip to service the retailers. varanasi 4) Cantonment. News papers. (2) Secondary sources – Researcher collected secondary information from Journals of Company. Researcher was aware of the limitations and strengths of the environment he would be working in.  Research Approach: Researcher followed one approach to collect the information (1) Survey – Researcher contacted the retailers in the market place to gather the relevant information.(sample unit) Sample size: Varanasi & Near by Area 1) Cantt varanasi 2) Nadesar.e. varanasi . i. This is very important point as it gave me an inside view of the whole setup and further on during the planning of any of the promotions. (2) Number of Retailers contacted – 100 Retailers.

Convenience and Eating & Drinking channels and consumers.  Direct interview with Grocery.varanasi  Research instrument: Researcher used questionnaire as his instrument for conducting the survey. SOURCES OF DATA COLLECTED: The data collected from primary and secondary sources.  Contact Method Researcher personally contacted the retailers.5) Gillat market .varanasi 8) Laurahbir .  PRIMARY SOURCES  Gather information through questionnaires.  SECONDARY SOURCES .Simple Random Sampling Procedure.varanasi 7) Phulwaria Bazzar . varanasi 6) Ordelly Bazzar.  Sampling Plan (1) Sampling unit – Retailers (2) Sampling procedure.

etc) Weaknesses  Credit rating . Opportunities and Threats. A good SWOT should look into internal and external factors affecting the issue at hand.coca-colaindia. Factors pertaining to the internal environment of the company. soft drinks. Internet sites – www. It is an analytical framework to help summarize in a quick and concise way the risk and opportunities for any company across the value These are classified as Opportunities (O) or Threats (T). Weaknesses. HBCCPL Swot Analysis: Strengths      Brand equity/image & recognition Product distribution and worldwide network Solid financial performance One of the world's most recognized brand Product diversification ( SWOT ANALYSIS SWOT is the acronym for Strengths. These are usually classified as Strengths (S) or Weaknesses (W) Factors that are external to the company. sport drinks. juices.

etc) The new "healthy" and organic food trends . Customer concentration.e. Bad Global website compared to Pepsi.. particularly in the US (Wal-Mart accounts for more than 10% of Coca Cola's business in the US) A lot of loyal Pepsi customers are not enough loyal Coca Cola customers. specially of baby boomers Non-carbonated drinks are the fastest-growing part of the industry Threats      Commodity prices growth Image perception in certain parts of the world (i. Colombia) Smaller. more nimble operators/players Key competitors (Pepsi.   Opportunities     Bottled water growth Acquisitions of smaller players Health consciousness growth.


location :…………………………. MD name :…………………………………contact no. :……………………….DATA ANALYSIS & INTERPRETATION Questionnaires Outlet type : E & D Convenience Grocery Outlet owner name :………………………...Activated 90% . ACTIVATION 1. Numbers of outlets needs activation elements? Activated = 90 Not activated = 10 Activation 10% Activated non...

Number of outlet following brand order? Brand order = 85 No brand order = 15 Brand order 15% Yes No 85% .BRAND ORDER 2.

PURITY 3. Numbers of outlets having purity? Pure = 85 Unpure = 15 Purity 15% pure unpure 85% .

Number of outlets located at prime position? Prime position = 90 No prime position = 10 Prime position 10% prime position no prime position 90% .PRIME POSITION 4.

Distribution of trade channel Convenience = 75 Grocery = 10 E & D = 15 Trade channel 15% 10% 75% convenience grocery E&d .TRADE CHANNEL 5.

Distribution of visi-cooler in the market? 2 caser vc = 4 4 caser vc = 20 7 caser vc = 43 9 caser = 26 20 caser = 5 30 caser = 2 Distribution of visicooler 50 40 30 20 10 0 4 2 4 7 9 20 30 43 26 20 2 2 caser 4 caser 7 caser 9 caser 20 caser 30 caser .VISI-COOLER 6.

Volume wise distribution? Diamond = 8 Gold = 22 Silver = 50 Bronze = 20 VPO Class 20% 8% 22% 50% diamomd gold silver bronze .VPO class 7.

Number of retailers satisfied with RED? Satisfaction = 85 Unsatisfaction = 15 Satisfaction with RED 15% satisfied unsatisfied 85% .SATISFACTION 8.


26 outlets are having 9 caser visi-cooler.  40% market covers under the silver category where as remaining 10%.  85% of the retailers are satisfied with the RED activities and rests of 15% are not satisfied with it. 35% are under diamond. in visi-cooler only the product of cocacola are placed and 20% of outlets don’t visi-cooler pure.  90% of visi-cooler are at prime position where consumer can se our product and choose as per there need. 15% are under the E&D and remaining comes under grocery shop.  45% outlets are convenience store.FINDINGS  70% outlets from the sample of 100 outlets have sufficient activation elements but remaining 30% outlets are not fully activated. 15%. 2 outlets are having 30 caser visi-cooler and 4 outlets are having 2 caser visi-cooler. . but remaining 42% are not following the brand order.  In our study it is relevant that 58% from the selected outlet follow the brand order.  80% of visited outlets. 5 outlets are having 20 caser visi-cooler.e. visi-cooler are i. gold respectively.  43 outlets are having 7 caser visi-cooler. bronze.



 Supply of the products as well as stock keeping unit is not up to the mark. sprite and maaza.e.  Few activation element like table top.CONCLUSION  Coca-cola is the leading soft drink brand in Varanasi region & most selling brand is thums-up. hanger. road stands play a major role in increasing sale of the soft drinks.. “jo dikhta hai wo bikta hai”. glow shine boar. According to most of the outlets owners the products which is seen is sold i.  .  Prime position of visi-cooler outside the outlets play an important role in the selection of the soft drink by customer.


 . Prime position of visi-cooler enhances the visibility of the products which help consumer to choose the product and sometimes it influences the customers to switch over from similar product. We must visit all those outlets and arrange the products according to brand order.SUGGESTION  We must visit all RED outlets where the activation elements are missing and it must be activated immediately.   We should try to increase sale of outlets so that maximum outlets convert in upgrade class.   The entire MD needs to visit all the outlets regularly to keep the visi-cooler pure. We need to put effort to increase the required number of RGB as per the visicooler size that they can keep 3 day stock to meet the demand.


The area of survey was Varanasi it was concentrated on urban area only. iii. ii. iv. . The psychological condition varies from place to place because many places outlets owners was not supportive. Some respondents left some of the questions unanswered either due to inability to put strain on mind or they did not know the answer.LIMITATIONS Although all efforts have take to make the results of survey as accurate as possible but the survey suffers from the following limitations: i. The time period was only 6 weeks so it was not possible to cover all the areas and go into depth of the problem and make analysis.


scribd.coca-colaindia. Books Marketing research Marketing management Research methodology Authors :Naresh malhotra : Philip Kotler : C.BIBLIOGRAPHY www. Kothari Websites: .

Sign up to vote on this title
UsefulNot useful