Execution Mapping in RED (Right Execution Daily) outlets in

A report submitted towards the partial fulfillment of the requirements of the two years full-time PGP+ MBA (Marketing)

Submitted by:
PGP+MBA (Marketing)

Session :( 2008-2010) Reg.No. - 520870912


Classified - Internal use


I wish to express my gratitude to

the management of Hindustan

Coca-Cola Beverages Private Limited, Kanpur for giving me an opportunity to be a part of their esteem organization by working on this project and to enhance my knowledge under their guidance. I am grateful to Mr. Subir Chatterji (Marketing Manager), Mr. Supratho Acharya (Area Sales Manager), Raman Singh & Rajesh Ranjan (Sales Executive) for his invaluable guidance and cooperation during the course of the project. He provided me with his assistance and support whenever needed that has been instrumental in completion of this project. Next I am obliged to ………… for guiding me and helping me honestly during the running of the training. Last but not least I am highly thankful to Mr. …………….. for his personal support to me due to what this project has come to real form. The learning during the project was immense & invaluable.


Classified - Internal use



The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join coca cola- one of the biggest brand in beverages in the world. I achieved lots of experience and confidence over the past eight week which will help me to take the future responsibility on my shoulder. During this period, I was given to find out the “Execution mapping in Red-outlet of coca cola”. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavor work shall provide the coca cola marketing department, an idea about market condition. Therefore it hoped with all sincerity that this work shall be of definite use to the organization.

Classified - Internal use

Internal use . N. This project is being submitted I partial fulfillment for award of degree of PGP+ MBA in from Mount Carmel Business School.DECLARATION I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me.Delhi. The content of this report is based on the information collected by me during my tenure at Coca-cola at PATNA for two months & eight days of training from 2nd of May to 10th July 2009. AMIT KRISHNA Classified .

520870912 Examiner’s certification The project report of Amit Krishna Title: . Internal Examiner External examiners Classified . No.Internal use . .PGP + MBA (2008-10) Reg.Execution mapping in Red-outlet of Coca-cola Is approved and is acceptable in quality and form.

Classified .Internal use .

Vision & Value Classified .Chapter 1 Company profile • Introduction of the company • History & Development • Company setup of Coca-cola India • Product & Branding • Coke plant in Patna • Business plan model • Mission.Internal use .

In addition to this. Now operating in more than 200 countries and producing nearly 400 brands. The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates. 1886. tea and coffee. Coca-Cola Company is the world’s leading manufacturer. it also produces and markets sports drinks. the product that has given the world its best-known taste was born in Atlanta. the Coca-Cola system has successfully applied a simple formula on Classified .Coca-Cola. distributors. syrups and not-ready-to-drink powder products. marketer and distributor of non-alcoholic beverage concentrates and syrups.Internal use . on May 8. Georg ia. The Coca-Cola Company began building its global network in the 1920s. fountain retailers and fountain wholesalers. used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators.

thus increasing brand equity on a global basis. open-bay three wheelers that can Classified . It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services. On the distribution front. & indirectly creates employment for many more related industries throw our wash procurement. a range of the product for company.system of coca-cola in India directly employs approximately 6. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Company’s assets and resources whilst limiting business risks. The Company aims at increasing shareowner value over time. Coca-Cola. supply and distribution system. that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the world’s premier softdrink enterprise. has brought pleasure to thirsty consumers around the globe. to meet business goals and objectives. The biz. 10 tone trucks. from Montreal to Moscow.” The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world.Internal use .a billion times a day. For more than 115 years. The apart a network of contract packers also mfg.a global scale: “Provide a moment of refreshment for a small amount of money. more than any other consumer product. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises – owned bottling operations. From Boston to Beijing. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment.000 people. More than anything. Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.

Classified . The coca cola is responsible for the mfg. At present the work force capacity of the Hindustan Coca Cola Beverages Pvt.Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Dowell pure drinks and local drinks entered into the market. They would not complete with Parle.Internal use . Parle also entered this field in Bihar with the installation of bottling unit in collaboration with Mr. Ltd. HISTORY OF SOFT DRINK IN BIHAR When Coca. The production of soft drink in Bihar was stated on 27th with March 1967 with installation of a Coca Cola bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr. The soft drink market in India is quite wide. Rajendra Poddar in the name of Orient Beverage Pvt. it created trouble for Coca Cola which led to withdraw its operation from India. Ltd.navigate the narrow alleyways of Indian cities. After the withdraw of Coca Cola from India the Parle monopolized the soft drink market in Bihar and took a lions share of the beverages product from the industry even after Mc. Dharma Chad Kumari which was named as Steel city Beverages Pvt. of Patna. Ltd. Ltd. ensure that our product available in each corner of the country. The company controlled the lions share in the soft drink market for nearly 10 years. The first product launched by Hindustan Coca Cola Beverages Pvt. Ltd. Bihar on lease for 20 years in 1997 98 started its operation. is 126 including all the departments. In 1997 with the advent of Janta Party Government. of Patna was Coca-cola and after that all the remaining products came in the Bihar market. distribution & sales of product across the country.

It faced no though competition from the domestic market. Gold spot is considered as the first brand of soft drink in India. After the re-entry of Coke in 1993 the market scenario of Bihar also changed dramatically.cola at the same time entered the Indian mark t . Ltd. people consume soft drink to give them a refreshing feeling. The invent of soft drink is really a classic example of today's marketing theory which says “The real marketing spirit of marketing man lies behind the fact of identifying a need.which was once the bottling plant for Coca-Cola. Coca Cola was the first foreign drink came in India in the year 1965. A soft drink is a non-alcoholic beverage. Before all empowering CocaCola entered the country to dominate the soft drink market. HISTORY OF SOFT DRINK IN INDIA The first brand of soft drink Gold spot established 53 years ago.. a real need of consumer and providing him the product to fulfill his need”. Classified . In 1993 Coca Cola was launched in Agra (India) again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with Parle export Pvt. Coca cola establishes its bottling plant in Jamshedpur (Now in Jharkhand) and Patna to counter its archrival Pepsi.Internal use . The Company was trying its best to regain prestige which it had before. The marketing people did not even require advertising Coca Cola. Due to certain circumstances the Coca cola Company discontinued its operations in India.and dominated the whole market. Coca cola had a very good beginning in the Indian market and it hardly faced any competition in India.Once again with the liberalization of economy in 1991. the history of soft drink in India is quite drinking old. It is artificially flavored and content no fruit juice or pulp. Pepsi Food Ltd. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th March 1991 owned by Kamani's collaboration with Birla Group. At present only Coca Cola and Pepsi Food are giving tough competition to each other. Down the ages. Entered in the India market. This extra ordinary success of soft drink could be attributed to following factors. Coca. it was introduced in 1965.

Coke is one of the world's most recognizable and widely sold commercial brands. such as Sprite. lt is produced by the Coca-cola Company which is also often referred to as simply Coca cola or coke. The Coca -cola Company owns and markets other soft drinks that do not carry the Coca -cola branding. it introduced Limca a lemony soft drink.Later in 1970. HISTORICAL BACKGROUND OF COCA COLA Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and restaurants in more than 200 countries. and others. Coca-cola was bought out by businessman Asa Griggs Candler. its major rival is Pepsi. Before limca they had tentatively introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation with Coca-Cola. Originally intended as a patent medicine when it was invented in the 19th century.Internal use . by John Classified . Georgia. Coca cola was invented. The Indian drink had a significant opportunity in 1977 when Coca Cola decided to wind up its operation rather than bowing to the government of India insistence of dilution of equity. whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Fanta. In Atlanta.

Internal use . Pemberton. ' Classified . He was ' inspired by the formidable success of European Angelo Mariani's coca wine Mariani. originally as a coca wine caned Pemberton's French. Wine coca in 1885.S.

From a humble beginning in 1886. Coca-Cola was the leading soft-drink till 1977 when govt.PRODUCT HIGHLIGHT The world's favorite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola has a truly remarkable heritage. marketer and distributor of nonalcoholic beverages in the world. In India. Coca-Cola made its return to the country in 1993 and made significant investments to Classified . policies necessitated its departure. it is now the flagship brand of the largest manufacturer.Internal use .

including the Coca-Cola Cup in Sharjah in the late nineties. Sourav Ganguly. sponsoring the World Cup in 1996 and various other tournaments.2L. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. 300ml PET 600ml.Internal use . 6 Can 330ml Classified . Its brand ambassadors are Aamir Khan and Hrithik Roshan. even in the remote and inaccessible parts of the nation. Coke was available for just Rs. building strong associations with cricket. 1. In 2003. In 2002. the thriving cinema industry. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary.ensure that the beverage is available to more' and more people. 2. cricketers such as Srinath. Coca-Cola has been very strongly associated with cricket. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor.25L. Coca Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-drink brand. Glass 200ml. southern celebrities like Vijay in the past and today. music etc. 2L. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation.

2. 300ml.2L. 2L. Thums Up was acquired by The Coca-Cola Company in 1993. This brand clearly seeks to separate the men from the boys. Thums Up is known for its strong. 1. Originally introduced in 1977. Glass 200ml. Can 330ml Classified . PET 600ml. fizzy taste and its confident.25L.Thums Up is a leading carbonated soft drink and most trusted brand in India.Internal use . mature and uniquely masculine attitude.

Classified . Derived from “nimbu” + “jaisa”..1 Sparkling Drink in the cloudy lemon segement. Limca has been lived up to its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades.Internal use . Born in 1971 has remained unchallenged as the No.“Lime ‘n’ Lemoni” Limca. Hence “lime sa”.

1. 2L.Internal use . cheerful and special times with friends. Perceived as a fun youth brand. 300ml PET 600ml. Fanta stands for its vibrant color. 2.The orange drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's.25L Can 330ml Classified . This positive imagery is associated with happy.2L. Fanta entered the Indian market in the year 1993. Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Glass 200ml.Internationally Fanta . tempting taste and tingling bubbles taste that not just up lifts feelings but also helps free spirit thus encouraging one to indulge in the moment.

25L Can 330ml Classified . 4 soft drink & is sold in more than 190 countries. Today Sprite is perceived as youth icon. leading the clear lime category. Its clear crisp refreshing taste encourages the today’s youth to trust their instincts. Sprite was launched in year 1999 & today it grown to be one of the fastest growing soft drinks.Internal use . 2. Sprite has stood for a straight forward and honest attitude. influence them to be true to whom they are and to obey their thirst. 300ml Pet 600ml. why? With a strong appeal to the youth. Glass 200ml. 1. In India.2L. 2L.Worldwide sprite is ranked as the No.

Over the year. Glass 200ml. fun drink which delivers the real experience of fruit.25ml Classified . Maaza Mango” and “Botal Mein Aam. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. Maaza currently dominates the fruit category. This has been the result of such successful campaigns like ‘Taaza Mango.Internal use . In 1993. brand Maaza has become synonymous with Mango. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline “Yaari Dosti Taaza Maaza”. Maaza was acquired by Coca-Cola India. natural. 300ml Tetra 200ml Mobile 600ml Pet 1.Maaza was launched in 1976. The current advertising of Maaza position it as an enabler of fun friendship moments between moms and kids as moms trust the brand asn the kids lovew its taste. Maaza hai Naam” consumers regard Maaza as wholesome.

MOBILE 250ml.400ml Pet 1.l Classified .25 liter bottle. Minute maid Pulpy orange has been made available in two PET pack-sizes on the go1.Internal use . surprisingly pulpy”.Minute maid Pulpy orange The brand launched in its internationally successful minute maid pulpy Orange “ avatar is a naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to the presence of real ‘orange pulp” This innovative consumer proposition is best explained by The brand tagline “Refreshing orange.25 and 70 respectively. priced at Rs.

Kinley water understands the importance and value of this life giving force. the most basic need of life. That’s why we go through rigorous testing procedures at each and every location where Kinley is produced. Kinley water comes with the assurance of Safety from the Coca-Cola Company. be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Classified . transforms. Water you can trust to be truly safe and pure. Water. purifies. a life giving force that washes all the toxins away. Kinley water thus promises water that is as pure as it is meant to be. That is why we introduced Kinley with reverse.osmosis along with the latest technology to ensure the purity of our product. The importance of water can never be understated Particularly in a nation such as India where water governs the lives of the millions. A ritual purifier that cleanses.Internal use . a celebration of life itself.Water a thirst quencher that refreshes. the very sustenance of life.

The plant can produce around 24000 cases of soft drinks per day and employees 113 workers to do the same.Internal use . THE COCA-COLA'S PATNA PLANT Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. A universal need. It is located at E-I Industrial Area.Because we believe that right to pure. that cannot be left to chance. MANUFACTURING UNIT OF HCCBPL (PATNA) Classified . Plant is spread over an area of 1.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands marketed by the company. Safe drinking water is fundamental. Patliputra.

Classified .BUSINESS PLAN MODEL DISTRIBUTION NETWORK HCCBPL has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities.Internal use . The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when it is needed by them.

which is to be followed by him on a daily basis.Coca-Cola India division. higher sales and higher efficiency thereby leading to higher profits to the firm. It basically consists of organizations that buy large quantities of a product in one single transaction. A detailed and well organized distribution system contributes to the efficiency of the salesmen.Internal use .Distribution Warehouse --. Gurgaon Manufactures Concentrate. DISTRIBUTION ROUTES The various routes formulated by HCCBPL for distribution of products are as follows: • Key Accounts: The customers in this category collectively contribute a large chunk of the total sales of the Company. The Company provides goods to these Classified . Beverage base and Syrup Regional Bottlers COBO/FOBO Manufactures finished Bottles/Cans/Fountain Syrup Customers Consumers A typical distribution chain at HCCBPL would be: Production --. and every salesman is assigned to one particular route. It also leads to low costs.Retail Stock --Retail Shelf --Consumer The customers of the Company are divided into different categories and different routes.Plant Warehouse --.Depot Warehouse --.

• Future Consumption: This route consists of outlets of Coca-Cola products. fine dine restaurants.customers on credit. the products are consumed at a fast pace. The consumption period is not taken into consideration in this particular route. wherein a considerable amount of stock is kept in order to use for future consumption. DISTRIBUTION SYSTEM Classified .e. hotels. Corporate houses etc. either a month of half a month. Examples: Clubs.Internal use . instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product. The stocks of products in these outlets are not stored for future use instead. are exhausted on the same day and might run a little into the next day i. • Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. Examples: Departmental stores. Examples: Small sized bars and restaurants. educational institutions etc. Super markets etc. all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The stock does not exhaust within a day or two. payments being made by them after a certain period of time i. • General: Under this route.e.

the bottling unit or the bottler partner has direct control over the activities of sales. and merchandising and local account management at the store level. value and Quality. business locations to specifically merchandise our products. obtains balance confirmation from distributors and follows up outstanding balances. co-ordinates with distributors for collections and monitors distribution stocks and their set-up. Classified . periodically reconciles outstanding balances from distributors.Internal use . delivery. • Finance Department: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm. Sales people and delivery personnel both have this responsibility. an organization which is not part of the Coca-Cola system has control on one or more of the distribution elements (Sales. processes approved sale orders and prepares invoices. delivery.• Direct distribution: In direct distribution. records collections from distributors. In certain locations special teams who go into DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: • Distribution Department: It appoints distributors and establishes a distribution network. merchandising and local account management) • Merchandising: Merchandising means communication with the consumer at the point of purchase to convey product benefit. arranges logistics and ship products. • Indirect distribution: In indirect distribution.

vision and values outline who we are. mind and spirit. It is the foundation of our Manifesto.Shipping or Warehousing Department: It dispatches goods as per approved by order. MISSION. They provide a clear direction for our Company and help ensure that we are all working toward the same goals. To refresh the world in body. VISION AND VALUE :O ur mission. It serves as the standard against which we weigh our actions and decisions. what we seek to achieve. Classified . ensures physical control over load out area and updates warehouse stock records in a timely manner. • OUR VISION Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. and how we want to achieve it.Internal use . ensures that stocks are dispatched on a FIFO basis. To inspire moments of optimism through our brands and our actions. • OUR MISSION Our mission declares our purpose as a company. 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 everywhere we engage.

Internal use . together we create mutual. Coca-Cola is guided by shared values that both the employees as individuals and the Company will live by. Partners: Nurturing a winning network of customers and suppliers. it’s up to me COLLABORATION: Leverage collective genius INNOVATION: Seek. Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities. enduring value. Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities. we do well Classified . the values being: • • • • • • • LEADERSHIP: The courage to shape a better future PASSION: Committed in heart and mind INTEGRITY: Be real ACCOUNTABILITY: If it is to be. delight QUALITY: What we do. create. imagine.Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.


Chapter 2 • Competitors to HCCBPL • Customer • Organization Chart Classified .Internal use .

The key competitors in the industry are as follows: : Classified .Internal use .COMPETITORS TO HCCBPL The competitors to the products of the company mainly lie in the non-alcoholic beverage industry consisting of juices and soft drinks.

and Aquafina water. the Coca-Cola Company never ends for the World's # 2. Cola is not the company's only beverage. carbonated soft-drink maker.• PepsiCo: The PepsiCo challenge. Classified . PepsiCo sells Tropicana orange juice brands. Mountain Dew.Internal use . to keep up with archrival. Gatorade sports drink. The company's soft drinks include Pepsi. and Slice.

• Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products. Coca cola is available in cola. • Dabur: Dabur in India. Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. accordingly customers have choice for. lemon. a market share of 95% out of which 60. Its customer also varies according to taste and preference. Classified .• PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together. is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company.Internal use . These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange. But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. CUSTOMER As coca cola has a wide range of products. Coca cola is also available in can of 330ml which targets the upper income class and their sale is also confined in those particular places. Among the products of coca cola Thumps-up has lead the way with 45% of market share Fanta stands third after Mirinda. Apart from food products.8% is held by Coca-Cola and the rest belongs to Pepsi. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. Baby foods and Chocolates. orange and juice flavor. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people.

distributor.Internal use . retailers to final customers. which are households. Classified .Coca Cola Company has wide range of customers that falls under the distribution channels of marketing. Customers may be CNF.

Ltd.Organizational Chart of Hindustan Coca Cola Beverages Pvt. Classified .Internal use .


Internal use .Classified .


ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT Chapter 3 • Segmentation Model • What is red account? • Review of literature Classified .Internal use .

Internal use .SEGMANTATION MODEL Chapter 3 • • • • Production process Product range Pack profile Product Classified .

Betal Shop and general Store. S.Internal use . Such as Restaurants and Hotels. C) Grocery : – Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops. Based on Volume Pattern 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: Classified .T. B) Convenience : – Convenience outlets ate those outlets where people visit regularly for various purposes like stationary shop.D – Booth. D habas.Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria :  Consumption Pattern  Volume Pattern  Shoppers Profile SEGEMENT A) E & D B) Convenience C) Grocery A) E&D:– Those outlets where people visit to ear of drink are known and eating and drinking outlets.

needs and lifestyles choices.MEET COCA COLA CUSTOMER: Under Eurasia Operating Group has Classified . Coca cola company believes that its success depends on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire.Cola products between 200 to 499 carats. GOLD Those outlets. which give an annual sale of Coca .Internal use .Cola products less than 200 carats SILVER Those outlets. which give an annual sale of Coca . company success further depends on the ability of their people by execute effectively every day.CONCEPT OF RED: Hindustan coca cola Beverages pvt.e.Cola products more than 800 carats.    DIAMOND GOLD SILVER BRONZE DIAMOND Those outlets. BRONZE Those outlets. Right Execution Daily Since FEB 2006. India division been working on RED i. which give an annual sale of Coca . Which give an annual sale of Coca':-Cola products less than 200 carats RED: A RIGHT EXECUTION DAILY 1.Ltd. 2.

Fixing the standee. It’s our customers that are largely responsible for this unrelenting success. 1. What do they do! Coca cola customer sells its products to consumers & shoppers.channel cluster. sign at the entrance. Number of shoppers or consumer in the given universe. Classified . Fixing the combo Board at the entrance. 2 in sales of soft Drink & no 3 in sales of Bottled Water. • • • Bringing the cooler at the entrance. Who are the customers? Coca cola customers are grocery stores.1 in sales of sparkling Beverages & juices Drink. as well as no. mass merchandisers. outlet volume and locality income. Market segmentation under RED.World wide the coca cola company is no. Coca cola attract the population by executing the following activities.5 billions servings a day. conveniences stores drug stores. restaurants. who enjoy the products at a rate of 1.Internal use . Why is their role important? Coca cola customers make it possible for consumer & shoppers in local communities around the world to purchase & its broad purchase & enjoy its broad poatfolio of quality beverages. streets. vendors. & amusement parks-among others. Coca cola company’s market can be segmented in RED along 3 lines. movie theaters.

G. Fanta. By doing Table activation.How coca induce for the incident? • • • • • • BY putting cooler in prime position.  Right location of display racers  Impactful Communication of price message The visicooler standards of all the channels Low Diamond Gold 20c/s 7c/s Medium 20c/s 9c/s High 20c/s 9c/s Classified .A ( Sells Generating Assets) Activation . By doing Rack Display. Maaza and water or soda will take this RED also take care of the S.Internal use .at sprite or Limca . By keeping the cooler pure & clean. The important parts of activation are:  Placement of visicooler at Itot spot location Availability of the products. By fixing combo Board. it means the set will follow a particular brand order. Thums-Up will take first place after t. Outlet Activation According to RED (Right Execution daily) RED (Right Execution Daily): It means to maintain the visional according to a fix set of coke product which is known as COLOJ-K.4.Activation means doing things in and around the coke outlet that triggers Consumption / Purchase of Coca-Cola Products. Counter Top Display.

drinking.Cola Beverages Private Limited. Thums up. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED.Silver Bronze 4c/s Ice Box 4c/s Ice Box 7c/s Ice Box To measure the impact of Right Execution Daily (RED) a survey is done by A. A. Maaza. REVIEW OF LITERATURE Classified .C. A monthly report is send to Hindustan Coca. Fanta and Limca".C.C. convenience and Grocery shop.) • • Is coler working properly? Is the cooler pure? Related to Price Communication: • Is there proper price display of the products? Related to product availability: • All the brands should be present in the every distribution channel but main concern is that 300 ml should be present in the every channel and 600 m1 and 1. Nielsen (a consultant) every month. The report is called as To create the Red Report A.Internal use .5 litters per bottles should be present in the Eating and. Nielsen asks a set of 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 display of the products in a standard such as sprite.

including major debates. or a reshuffling. A summary is a recap or the important information of the source. Or it might trace the intellectual progression of the field. A literature review can be just a simple summary of the sources. but a synthesis is a re-organization. It is the context to wfi1ch our present study can be referred to determine its relevance Classified . And depending on the situation. Purpose of review of Literature is to provide a backdrop of the present study. the literature review may evaluate the sources and advise the reader on the most pertinent or relevant. and sometimes information in a particular subject area within a certain time period. but it usually has an organizational pattern and combines both summary and synthesis.A literature review discusses published information in a particular subject area.Internal use . It might give a new interpretation of old material or combine new with old interpretations. of that information.

Internal use .Chapter 4 • Objective of study • Scope of study Classified .

' 5. SCOPE OF THE STUDY 1. (Market Developer) in outlet activation. 7) To help M. 3. Classified . 2.D.Internal use . To increase RED score of the outlet. 6) To know the impact of activation element on customer. 3) To know the problem in the distribution of activation element. 2) To know the availability of activation element in RED outlet. The main scope of study is to understand the impact of S. To analyze the work of the market developer. To make a platform for market developer to work on difficult RED outlet.A (Sells Generating Assets) on sell. 4) To identify suitable activation element according to the outlet's location. 4.OBJECTIVE OF THE STUDY 1) To know the reason behind low RED (Right Execution Daily) score. 5) To know the impact of activation element on sell when keep it outside.G. To fill the gape of activation element in different RED outlet.

Chapter-5 • Research Methodology • Limitation • Observation • Problem Classified .Internal use .

The sample collected from two hundred fifty outlet of .Internal use . The number of interviewed was four hundred. eating and drinking and consumer. Convenience and Eating & Drinking. So total size of the sample ~as five hundred.leach Grocery. For survey sample size was taken from different location of Patna and it was coveted with the help of market developer and key account manger of the Hindustan Coca-Cola Beverage Private Limited. Research design: A research design is purely and simply the work or plan for a study that guides the collection and analysis of the data. I have chosen descriptive research design for study Sampling: Classified . convenience store.RESEARCH METHODOLGY The methodology used to analyze the project is mainly based on survey method and this survey was conducted through Questionnaires and it also include direct contact with grocery retailer.

wikipedia. Direct interview with Grocery outlet. Eating and drinking and consumer. Sample Design: Non random sampling Size of sample: 250 SOURCES OF DATA COLLECTION The data are collected from primary and secondary sources.com.com.Coca-Cola. Activation booklet of the coca-cola. 3. www.google.Sampling studies are becoming more and more popular in all types of mass study.  SECONDARY SOURCES 1. Convenience store.Internal use .com. www. Classified .coca-colaindia.  PRIMARY SOURCES • • Gather information through Questionnaire. The result of sampling has attained a sufficiently high standard accuracy.com 2. Internet Sites - www. www. RED tracker of the market developer.

2) The area of survey was Patna district and it was concentrated on urban area only. Classified .Internal use .Business World Management and Technology LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: 1) The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis.4. Magazines .

) if any outlet will not selling your product than you asked why you are not selling in my product. Lack of pure visicooler . PROBLEM 1. To go every outlet and listen any problems in visi. Activation Problem.D.cooler and soft drink to be noted in complaine diary. During lean season there is lack of special offer to promote selling.Internal use . Then you give advise to outlet. To see as a Market developer (M. To see as a Market developer (M.Purity level is worse condition because lean season. 5) Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer. OBSERVATION 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) To collect order each and every outlet. To see a soft drink in Brand Order. To see every outlet visi. Classified .cooler will present in prime location. To see each and every outlet worked in better condition.3) The psychological condition varies from place to place because in many places outlet owner was not supportive. 4) The training was carried on in the peak season so market developer was not so supportive. To see every outlet is this soft drink present in display rack. 3. To visit every outlet in regular basis.D) every outlet full fill in terms and conditions with visi-Cooler. To cheque visi-cooler with 100% purity. 2.

O is vanished from outlet.P. 5.M. Classified . Availability standard in outlet is not according to terms and conditions of the company. In most outlet kinley water and soda is least preferred brand. 7.M.Internal use .There is number of unsatisfied red outlet with admission . 6. 8. Pepsico product is main competitor in market.4.

Chapter 6 • Data analysis • Finding • Suggestion Classified .Internal use .

Location : …………………………... MD Name...Internal use .DATA ANALYSIS AND FINDING Questionnaire Outlet Type : E & D Grocery Convenience Outlet Owner : ……………………...... Number of outlets needs activation elements? Activated= 190 Not activated=60 Classified . Contact NO………………………… ACTIVATION 1..... : …………………………………....

ACTIVATION YES No 24% 76% BRAND ORDER 2.Internal use . Number of outlet following brand order? Brand order-168 No Brand order-82 Classified .

Internal use .Classified .

172 Unpure-78 Classified .Internal use . Number of outlets having purity? Pure.PURITY 3.

Number of outlet located at prime position? Prime position-167 No prime position-83 Classified .Internal use .PRIME POSITION 4.

. Distribution of trade channel Convenience.Internal use .16 E&D. TRADE CHANNEL 5.28 Classified .206 Grocery.

Internal use .VISI COOLER Classified .

11vc. Bronze.135. Volume wise distribution Diamond-57.2 Classified .11. Distribution of Visi cooler in the market 2vc.28.101.2. 9vc.0 VIS COOL I ER 2vc 4vc 7vc 9vc 11vc 20vc 30vc 1% 2% 0% 4% 11% 41% 41% VPO CLASS 7.6.4. Gold. 7vc.Internal use . 30vc.56. 20vc. Silver.100. 4vc.

Classified - Internal use

8. Number of outlet need glass order demand
God required- 231 No required- 24

Classified - Internal use

o 76% outlet from the sample of 250 outlets which have sufficient activation
elements but remaining 24% outlets are not fully activated. o In our study it is revealed that 67% from the selected outlet follow the Brand Order COLOJ-K, but remaining 37%are not following the brand order. o 69% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of Coca cola are placed and 31% of outlets don’t keep visi cooler pure. o 67% of visi cooler are at prime position where consumer can see our product and choose as per there need. o 83% outlets are convenience store, 11% are under the E&D and remain under 6% are glossary shop. o 41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4% outlets have 11vc, and few outlets have 2vc and 20vc. o 54% market cover under the silver categories where as remaining 23%, 22%, 1% are under diamond, gold, bronze respectively. o 91% outlets don’t have a sufficient number GOD that they can create stock pile according to the visi coolers provided to them and 9% are those outlets which have sufficient number of GOD.

Classified - Internal use

 We should try the increase sell of outlets so that maximum outlets convert into upgrade class. Classified .  We need to put effort to increase the required number of GOD as per the visi cooler size that they can keep 3day stock to meet the demand. Prime position of visi cooler enhances the visibility of the product which help consumer to choose the product and some times it influences the customers to switch over from similar product.SUGGESTION  We must visit all RED outlets where the activation elements are missing and it must be activated immediately.  We must visit all those outlets and arrange the product according to COLOJ-K where are products are not placed in the visi cooler according to COLOJ-K.   All the MD needs to visit all the red outlets regularly to keep the visi cooler pure.Internal use .

Chapter 7 • Conclusion • Recommendation Classified .Internal use .

Sprite and Maaza. Road Stand plays a major role in increasing sell of the soft drink. "Jo Dikhta Hai Woh Bikta Hai".Conclusion  Coca-Cola is the leading soft drink brand in Patina region & most selling brand in the region is Thumps Up.  Few activation elements like Table Top.  Supply of product as well as stock keeping unit is not up to the mark Classified . Hanger. Glow Shine Board.Internal use .  According to most of the outlet owners the product which is seen is sold i.  Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer.e.

Fulfill the Demand of product by company . A good sales reporting system provides both for communication from the field to office and form office to the field. Sales persons work independently and away from the office .   Company should make plans for better performance to the sales man. advertising companies etc.Recommendation We can sum the recommendations in brief as follows :  Aggressive Marketing  Regular visit to distributors  Sales promotion and advertising to be made more frequent for brand building .  Communications should be improved. Transportation confers time utility and place utility to the product. It determines the company’s customer service. Classified .  Good communication requires interaction between those preparing and those receiving reports. In the field’s sales situation. service policies.Internal use . Sales reports provide data for evaluating performance. it has also crucial bearing on the other elements of physical distribution and marketing.  Company should gather information of competitor’s activities. price changes. Company should be implement the customers suggestions and complaints about products.

Internal use .Chapter 8 • Executive summary • Bibliography • Annexure Classified .

Today many companies are building on these foundations and are tuning their products in Soft drink segment into a formidable competitive weapon. and activation create impulse for buying  For improvement of Coca-cola market. Sales Promotion services have become a subject of huge interest in recent years.  Significant revenue & profit gains can be made from successful Sales Promotion Activities that improve efficiency & help serve customers better & faster. a proper research work has done. Eating & Drinking 2. Classified . Sales Promotion Strategies are offering new & better ways of addressing industries objectives. Sales Promotion Services is growing because:  In the face of ever increasing competition in organizations feel it is important to build reliable & sustainable processes with focus on strong relationships with customers. Convenience 3. The different distribution channels are as follows:" 1.EXECUTIVE SUMMARY Over the last few years hundreds of companies have greatly improved their performance &the graph of growth through superior sales promotion services.Internal use . Grocery  Activation is the key part of coca-cola marketing strategy  Company believes that soft drink sell is not a planned sell it's a impulse buying.

Classified .Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase the sales of the soft drink.Internal use .

com www.quickmba. R.com www.BIBILOGRAPHY Reference: Books Marketing Research Marketing Management Research Methodology Authors :Naresh Malhotra :Philip Kotler :C.indiacom.yellowpages. Kothari Websites : www.com www.Internal use .com Classified .coca-colaindia.

Location : ………………………….. Location of SGA? Classified .. f.. Visi cooler size? a. Bronze c. Silver Gold Diamond 3.. 30vc 11vc 7vc 20vc 9vc 2.. e. b. VPO class? a.. d..... MD Name……………………………… 1.Internal use ..ANNEXURE Questionnaire Outlet Type : E&D Grocery Convenience Outlet Name : …………………….... b. 4vc d... c.

Prime a.i. Yes No Purity? a. Yes No 4. b. Brand order a.Internal use . Yes No 5. Activation element available? a. No Classified . b. b. Yes b.

Internal use . Per day selling? …………………………………………………………. Number of god? ……………………………………… 7. 8. Yes No 9. our Comment on RED ………………………………………………………………………………………………………………………… …………………………………………………………………………………… ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… Classified . Do you agree that RED helps in “Developing a better market by developing an outlet”? a.6. b.

Internal use 79 .Classified .

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