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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)
Session :( 2008-2010) Reg.No. - 520870912
MOUNT CARMEL BUSINESS SCHOOL, N.DELHI
I wish to express our gratitude to Hindustan Coca-Cola Beverages Private Limited, management for giving us an opportunity to be a part of their esteem organization and enhance my knowledge by granting permission to do our summer training project under their guidance. I am grateful to Mr. Subir Chatterji (Marketing Manager), Mr. Supratho Acharya (Area Sales Manager), Raman Singh & Rajesh Ranjan (Sales Executive) my guide, 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. The learning during the project was immense & invaluable. My work basically included the study of various ways for developing marketing strategies for the company. The present report is an amalgamation of my thoughts and my efforts to study the various ways of developing the marketing strategies for the company. Further a detailed study has been done in order to suggest the company the feasible strategies that would enhance its market share.
AMIT KRISHNA SUMMER TRAINEE
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.
This project is being submitted I partial fulfillment for award of degree of PGP+ MBA in from Mount Carmel Business School. AMIT KRISHNA PGP + MBA (2008-10) . N. 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.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.
520870912 Examiner’s certification The project report of Amit Krishna Title: .Reg. . Internal Examiner External examiners .Execution mapping in Red-outlet of Coca-cola Is approved and is acceptable in quality and form. No.
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. Vision & Value .
1886. fountain retailers and fountain wholesalers. Georg ia. In addition to this. on May 8. It sells beverage concentrates and syrups to bottling and canning operators. tea and coffee. marketer and distributor of non-alcoholic beverage concentrates and syrups. the product that has given the world its best-known taste was born in Atlanta. The Coca-Cola Company began building its global network in the 1920s. syrups and not-ready-to-drink powder products.Coca-Cola. used to produce nearly 400 beverage brands. distributors. the Coca-Cola system has successfully applied a simple formula on . The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates. Coca-Cola Company is the world’s leading manufacturer. Now operating in more than 200 countries and producing nearly 400 brands. it also produces and markets sports drinks.
& indirectly creates employment for many more related industries throw our wash procurement. Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. from Montreal to Moscow. a range of the product for company. Coca-Cola. more than any other consumer product. 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 biz. From Boston to Beijing.” The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. On the distribution front. has brought pleasure to thirsty consumers around the globe. thus increasing brand equity on a global basis.a global scale: “Provide a moment of refreshment for a small amount of money.000 people.a billion times a day. supply and distribution system. to meet business goals and objectives. that system is dedicated to people working long and hard to sell the products manufactured by the Company. 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. The Company aims at increasing shareowner value over time. open-bay three wheelers that can . More than anything. For more than 115 years. 10 tone trucks. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises – owned bottling operations.system of coca-cola in India directly employs approximately 6. This unique worldwide system has made The Coca-Cola Company the world’s premier softdrink enterprise. The apart a network of contract packers also mfg. 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.
The first product launched by Hindustan Coca Cola Beverages Pvt. distribution & sales of product across the country. Ltd. of Patna was Coca-cola and after that all the remaining products came in the Bihar market. Ltd. Ltd. Entered in the India market. of Patna. Bihar on lease for 20 years in 1997 98 started its operation. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. Pepsi Food Ltd. Dowell pure drinks and local drinks entered into the market. The coca cola is responsible for the mfg. ensure that our product available in each corner of the country. Ltd. In 1997 with the advent of Janta Party Government.Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Once again with the liberalization of economy in 1991. Parle also entered this field in Bihar with the installation of bottling unit in collaboration with Mr. At present the work force capacity of the Hindustan Coca Cola Beverages Pvt.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. The company controlled the lions share in the soft drink market for nearly 10 years. HISTORY OF SOFT DRINK IN BIHAR When Coca. is 126 including all the departments. 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. it created trouble for Coca Cola which led to withdraw its operation from India. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th . They would not complete with Parle. Dharma Chad Kumari which was named as Steel city Beverages Pvt.
Due to certain circumstances the Coca cola Company discontinued its operations in India. At present only Coca Cola and Pepsi Food are giving tough competition to each other. A soft drink is a non-alcoholic beverage. It is artificially flavored and content no fruit juice or pulp. Coca cola had a very good beginning in the Indian market and it hardly faced any competition in India. The Indian drink had a significant opportunity in 1977 when Coca Cola decided .which was once the bottling plant for Coca-Cola. Ltd.and dominated the whole market. Before limca they had tentatively introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation with Coca-Cola.cola at the same time entered the Indian mark t . HISTORY OF SOFT DRINK IN INDIA The first brand of soft drink Gold spot established 53 years ago. Coca. Later in 1970. Gold spot is considered as the first brand of soft drink in India. Before all empowering CocaCola entered the country to dominate the soft drink market. Coca cola establishes its bottling plant in Jamshedpur (Now in Jharkhand) and Patna to counter its archrival Pepsi. Down the ages.. The marketing people did not even require advertising Coca Cola. it introduced Limca a lemony soft drink. The Company was trying its best to regain prestige which it had before. Coca Cola was the first foreign drink came in India in the year 1965. It faced no though competition from the domestic market. a real need of consumer and providing him the product to fulfill his need”. it was introduced in 1965. After the re-entry of Coke in 1993 the market scenario of Bihar also changed dramatically. This extra ordinary success of soft drink could be attributed to following factors. 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. 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. people consume soft drink to give them a refreshing feeling.March 1991 owned by Kamani's collaboration with Birla Group. the history of soft drink in India is quite drinking old.
' . its major rival is Pepsi. Coca-cola was bought out by businessman Asa Griggs Candler. whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Georgia. originally as a coca wine caned Pemberton's French. such as Sprite. He was ' inspired by the formidable success of European Angelo Mariani's coca wine Mariani. Coke is one of the world's most recognizable and widely sold commercial brands. Originally intended as a patent medicine when it was invented in the 19th century. Wine coca in 1885. by John S. In Atlanta. Pemberton.to wind up its operation rather than bowing to the government of India insistence of dilution of equity. The Coca -cola Company owns and markets other soft drinks that do not carry the Coca -cola branding. and others. Fanta. lt is produced by the Coca-cola Company which is also often referred to as simply Coca cola or coke. 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. Coca cola was invented.
marketer and distributor of nonalcoholic beverages in the world. The world's most valuable brand. Coca-Cola made its return to the country in 1993 and made significant investments to . The most recognizable word across the world after OK.PRODUCT HIGHLIGHT The world's favorite drink. From a humble beginning in 1886. it is now the flagship brand of the largest manufacturer. policies necessitated its departure. Coca-Cola was the leading soft-drink till 1977 when govt. In India. Coca-Cola has a truly remarkable heritage.
6 Can 330ml . 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds.25L. Coca-Cola has been very strongly associated with cricket. sponsoring the World Cup in 1996 and various other tournaments. cricketers such as Srinath. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor. In 2003. Sourav Ganguly. 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. including the Coca-Cola Cup in Sharjah in the late nineties. 2. 300ml PET 600ml. 1. music etc.2L. Its brand ambassadors are Aamir Khan and Hrithik Roshan. Glass 200ml. Coke was available for just Rs. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation. In 2002. even in the remote and inaccessible parts of the nation. building strong associations with cricket. Coca Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-drink brand. southern celebrities like Vijay in the past and today. 2L.
300ml. mature and uniquely masculine attitude.2L.Thums Up is a leading carbonated soft drink and most trusted brand in India. 2L. Can 330ml . Originally introduced in 1977. 1. 2. This brand clearly seeks to separate the men from the boys.25L. Thums Up is known for its strong. Thums Up was acquired by The Coca-Cola Company in 1993. fizzy taste and its confident. Glass 200ml. PET 600ml.
Limca has been lived up to its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as the No..“Lime ‘n’ Lemoni” Limca. Hence “lime sa”. .1 Sparkling Drink in the cloudy lemon segement. Derived from “nimbu” + “jaisa”.
Internationally Fanta . 2.The orange drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's. Glass 200ml. 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. Fanta stands for its vibrant color. 300ml PET 600ml. Perceived as a fun youth brand. 2L. This positive imagery is associated with happy. 1. cheerful and special times with friends. Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Fanta entered the Indian market in the year 1993.2L.25L Can 330ml .
influence them to be true to whom they are and to obey their thirst.25L Can 330ml . In India.2L. 2L. Sprite has stood for a straight forward and honest attitude. 1. 300ml Pet 600ml. 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. leading the clear lime category. Glass 200ml. why? With a strong appeal to the youth. 4 soft drink & is sold in more than 190 countries. 2. Today Sprite is perceived as youth icon.Worldwide sprite is ranked as the No.
Glass 200ml. Maaza Mango” and “Botal Mein Aam. This has been the result of such successful campaigns like ‘Taaza 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 hai Naam” consumers regard Maaza as wholesome. natural. 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 currently dominates the fruit category. 300ml Tetra 200ml Mobile 600ml Pet 1. fun drink which delivers the real experience of fruit.Maaza was launched in 1976. Over the year. Here was a drink that offered the same real taste of fruit juices and was available throughout the year.25ml . In 1993. Maaza was acquired by Coca-Cola India. brand Maaza has become synonymous with Mango.
MOBILE 250ml. Minute maid Pulpy orange has been made available in two PET pack-sizes on the go1.25 and 70 respectively.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. priced at Rs.l . surprisingly pulpy”.400ml Pet 1.25 liter bottle.
the very sustenance of life.Water a thirst quencher that refreshes. Safe drinking water is fundamental. Water you can trust to be truly safe and pure. . transforms. Kinley water comes with the assurance of Safety from the Coca-Cola Company. the most basic need of life. Because we believe that right to pure.osmosis along with the latest technology to ensure the purity of our product. Water. a life giving force that washes all the toxins away. Kinley water understands the importance and value of this life giving force. The importance of water can never be understated Particularly in a nation such as India where water governs the lives of the millions. be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. That is why we introduced Kinley with reverse. purifies. A ritual purifier that cleanses. that cannot be left to chance. Kinley water thus promises water that is as pure as it is meant to be. A universal need. That’s why we go through rigorous testing procedures at each and every location where Kinley is produced. a celebration of life itself.
Patliputra.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands marketed by the company. MANUFACTURING UNIT OF HCCBPL (PATNA) . It is located at E-I Industrial Area.THE COCA-COLA'S PATNA PLANT Coke begins its operation on 4th Sept. Plant is spread over an area of 1. 1998 by taking over the franchise bottler. The plant can produce around 24000 cases of soft drinks per day and employees 113 workers to do the same.
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. . 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.
It also leads to low costs. Gurgaon Manufactures Concentrate. and every salesman is assigned to one particular route. 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 --.Retail Stock --Retail Shelf --Consumer The customers of the Company are divided into different categories and different routes.Distribution Warehouse --. 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 . It basically consists of organizations that buy large quantities of a product in one single transaction.Plant Warehouse --. A detailed and well organized distribution system contributes to the efficiency of the salesmen. higher sales and higher efficiency thereby leading to higher profits to the firm.Depot Warehouse --.Coca-Cola India division. which is to be followed by him on a daily basis.
• Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. fine dine restaurants. The consumption period is not taken into consideration in this particular route. • Future Consumption: This route consists of outlets of Coca-Cola products. educational institutions etc. either a month of half a month. 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. 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. Examples: Small sized bars and restaurants. Super markets etc. Examples: Departmental stores.e. Examples: Clubs. the products are consumed at a fast pace. Corporate houses etc. hotels. DISTRIBUTION SYSTEM . are exhausted on the same day and might run a little into the next day i. wherein a considerable amount of stock is kept in order to use for future consumption.customers on credit.e. payments being made by them after a certain period of time i. • General: Under this route.
value and Quality. delivery. . arranges logistics and ship products. delivery. 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. an organization which is not part of the Coca-Cola system has control on one or more of the distribution elements (Sales.• Direct distribution: In direct distribution. merchandising and local account management) • Merchandising: Merchandising means communication with the consumer at the point of purchase to convey product benefit. records collections from distributors. the bottling unit or the bottler partner has direct control over the activities of sales. Sales people and delivery personnel both have this responsibility. periodically reconciles outstanding balances from distributors. • Indirect distribution: In indirect distribution. obtains balance confirmation from distributors and follows up outstanding balances. co-ordinates with distributors for collections and monitors distribution stocks and their set-up. • Finance Department: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm. and merchandising and local account management at the store level. processes approved sale orders and prepares invoices. business locations to specifically merchandise our products.
To refresh the world in body. what we seek to achieve. mind and spirit. MISSION.Shipping or Warehousing Department: It dispatches goods as per approved by order. People: Being a great place to work where people are inspired to be the best they can be. and how we want to achieve it. vision and values outline who we are. Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. To inspire moments of optimism through our brands and our actions. They provide a clear direction for our Company and help ensure that we are all working toward the same goals. To create value and make a difference everywhere we engage. ensures physical control over load out area and updates warehouse stock records in a timely manner. • OUR MISSION Our mission declares our purpose as a company. ensures that stocks are dispatched on a FIFO basis. It is the foundation of our Manifesto. . VISION AND VALUE :O ur mission. • OUR VISION Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. It serves as the standard against which we weigh our actions and decisions.
Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities. delight QUALITY: What we do. imagine. 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. it’s up to me COLLABORATION: Leverage collective genius INNOVATION: Seek. together we create mutual. enduring value. we do well . Coca-Cola is guided by shared values that both the employees as individuals and the Company will live by. Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.Partners: Nurturing a winning network of customers and suppliers. create.
FIGURE 2: VISION FOR SUSTAINABLE GROWTH .
Chapter 2 • Competitors to HCCBPL • Customer • Organization Chart .
The key competitors in the industry are as follows: : .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.
carbonated soft-drink maker. Mountain Dew. . Cola is not the company's only beverage. the Coca-Cola Company never ends for the World's # 2. and Aquafina water.• PepsiCo: The PepsiCo challenge. PepsiCo sells Tropicana orange juice brands. The company's soft drinks include Pepsi. and Slice. Gatorade sports drink. to keep up with archrival.
• PepsiCo also sells Dole juices and Lipton ready-to-drink tea. Coca cola is available in cola. Baby foods and Chocolates. 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. Among the products of coca cola Thumps-up has lead the way with 45% of market share Fanta stands third after Mirinda. . 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. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. Apart from food products. • Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products. lemon. a market share of 95% out of which 60. orange and juice flavor. Dabur has introduced into the market Real Juice which is packaged fresh fruit juice.8% is held by Coca-Cola and the rest belongs to Pepsi. CUSTOMER As coca cola has a wide range of products. • Dabur: Dabur in India. 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. PepsiCo and Coca-Cola hold together. accordingly customers have choice for. Its customer also varies according to taste and preference. 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.
Coca Cola Company has wide range of customers that falls under the distribution channels of marketing. retailers to final customers. distributor. Customers may be CNF. . which are households.
Organizational Chart of Hindustan Coca Cola Beverages Pvt. . Ltd.
INIDA .ORGANIGATION STRUCTURE ORGANIZATION STRUCTURE IN COCA-COLA.
INDIA ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN HCCBPL: .ORGANIZATION STRUCTURE IN COCA-COLA.
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT Chapter 3 • Segmentation Model • What is red account? • Review of literature .
SEGMANTATION MODEL Chapter 3 • • • • Production process Product range Pack profile Product .
T. S. Betal Shop and general Store. 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: DIAMOND . D habas. C) Grocery : – Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops.D – Booth.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. Such as Restaurants and Hotels. B) Convenience : – Convenience outlets ate those outlets where people visit regularly for various purposes like stationary shop.
GOLD Those outlets. which give an annual sale of Coca .1 in sales of sparkling Under Eurasia Operating Group has . Coca cola company believes that its success depands on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire. 2.Cola products less than 200 carats SILVER Those outlets.Ltd. which give an annual sale of Coca .company success futher depands on the ability of their people by execute effectively every day. Which give an annual sale of Coca':-Cola products less than 200 carats RED: A RIGHT EXECUTION DAILY 1.Right Execution Daily Since FEB 2006.MEET COCA COLA CUSTOMER: World wide the coca cola company is no. GOLD SILVER BRONZE DIAMOND Those outlets. India division been working on RED i. BRONZE Those outlets.e.Cola products between 200 to 499 carats. which give an annual sale of Coca .Cola products more than 800 carats.CONCEPT OF RED: Hindustan coca cola Beverages pvt.needs and lifestyles choices.
vendors. Fixing the combo Board at the entrance. • • • Bringing the cooler at the entrance. conveniences stores drug stores. who enjoy the products at a rate of 1.5 billions servings a day. & amusement parks-among others. movie theaters. sign at the entrance. Coca cola company’s market can be segmented in RED along 3 lines. outlet volume and locality income. Coca cola attract the population by executing the following activities. mass merchandisers. Market segmentation under RED. What do they do! Coca cola customer sells its products to consumers & shoppers. Number of shoppers or consumer in the given universe. 1.channel cluster. 2 in sales of soft Drink & no 3 in sales of Bottled Water. Who are the customers? Coca cola customers are grocery stores. streets. as well as no.Beverages & juices Drink. How coca induce for the incident? . It’s our customers that are largely responsible for this unrelenting success. Fixing the standee. 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. restaurants.
By doing Table activation.A ( Sells Generating Assets) Activation . By keeping the cooler pure & clean.4. The important parts of activation are: Placement of visicooler at Itot spot location Availability of the products.• • • • • • BY putting cooler in prime position. it means the set will follow a particular brand order. By fixing combo Board.at sprite or Limca . 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.Activation means doing things in and around the coke outlet that triggers Consumption / Purchase of Coca-Cola Products. Thums-Up will take first place after t. Counter Top Display. Right location of display racers Impactful Communication of price message The visicooler standards of all the channels Low Diamond Gold Silver Bronze 20c/s 7c/s 4c/s Ice Box Medium 20c/s 9c/s 4c/s Ice Box High 20c/s 9c/s 7c/s Ice Box .G. Maaza and water or soda will take this RED also take care of the S. Fanta. By doing Rack Display.
5 litters per bottles should be present in the Eating and. drinking.C. A. convenience and Grocery shop. The report is called as To create the Red Report A.C. REVIEW OF LITERATURE A literature review discusses published information in a particular subject area. Fanta and Limca".C.Cola Beverages Private Limited. and sometimes information in a particular subject area within a certain time period. Maaza.) • • 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 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. . Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED.To measure the impact of Right Execution Daily (RED) a survey is done by A. Thums up. A monthly report is send to Hindustan Coca. Nielsen (a consultant) every month.
A summary is a recap or the important information of the source. And depending on the situation.A literature review can be just a simple summary of the sources. but a synthesis is a re-organization. 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. or a reshuffling. including major debates. Or it might trace the intellectual progression of the field. It might give a new interpretation of old material or combine new with old interpretations. of that information. It is the context to wfi1ch our present study can be referred to determine its relevance . but it usually has an organizational pattern and combines both summary and synthesis.
Chapter 4 • Objective of study • Scope of study .
To make a platform for market developer to work on difficult RED outlet. 3) To know the problem in the distribution of activation element. To analyze the work of the market developer. To fill the gape of activation element in different RED outlet.D. 5) To know the impact of activation element on sell when keep it outside. 7) To help M. SCOPE OF THE STUDY 1. 4.' 5. To increase RED score of the outlet. 6) To know the impact of activation element on customer. 3. 2. (Market Developer) in outlet activation.G.A (Sells Generating Assets) on sell. 4) To identify suitable activation element according to the outlet's location. The main scope of study is to understand the impact of S. 2) To know the availability of activation element in RED outlet.OBJECTIVE OF THE STUDY 1) To know the reason behind low RED (Right Execution Daily) score. .
Chapter-5 • Research Methodology • Limitation • Observation • Problem .
. Convenience and Eating & Drinking. convenience store. 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. So total size of the sample ~as five hundred.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.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. eating and drinking and consumer. The sample collected from two hundred fifty outlet of . I have chosen descriptive research design for study Sampling: Sampling studies are becoming more and more popular in all types of mass study. The result of sampling has attained a sufficiently high standard accuracy. The number of interviewed was four hundred.
Internet Sites - www.com.Sample Design: Non random sampling Size of sample: 250 SOURCES OF DATA COLLECTION The data are collected from primary and secondary sources. Activation booklet of the coca-cola.com.Coca-Cola.com 2.google.coca-colaindia. Eating and drinking and consumer. www. www.wikipedia. Magazines . SECONDARY SOURCES 1. Direct interview with Grocery outlet. 4. 3. PRIMARY SOURCES • • Gather information through Questionnaire.com.Business World Management and Technology . www. RED tracker of the market developer. Convenience store.
. 2) The area of survey was Patna district and it was concentrated on urban area only. 3) The psychological condition varies from place to place because in many places outlet owner was not supportive.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.
To see each and every outlet worked in better condition.M.cooler will present in prime location. 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. To see as a Market developer (M. Activation Problem.O is vanished from outlet.Purity level is worse condition because lean season.4) The training was carried on in the peak season so market developer was not so supportive. 5. To see every outlet visi. 2. To see as a Market developer (M. To visit every outlet in regular basis.D) every outlet full fill in terms and conditions with visi-Cooler.M. 4. During lean season there is lack of special offer to promote selling.D. 3. . OBSERVATION 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) To collect order each and every outlet.cooler and soft drink to be noted in complaine diary. To see a soft drink in Brand Order.There is number of unsatisfied red outlet with admission .) if any outlet will not selling your product than you asked why you are not selling in my product. To see every outlet is this soft drink present in display rack.P. 6. To cheque visi-cooler with 100% purity. PROBLEM 1. To go every outlet and listen any problems in visi. Lack of pure visicooler . Availability standard in outlet is not according to terms and conditions of the company. Then you give advise to outlet.
8. Pepsico product is main competitor in market. .7. In most outlet kinley water and soda is least preferred brand.
Chapter 6 • Data analysis • Finding • Suggestion .
.. : ………………………………….... Number of outlets needs activation elements? Activated= 190 Not activated=60 .. Location : ………………………….... MD Name..... Contact NO………………………… ACTIVATION 1...DATA ANALYSIS AND FINDING Questionnaire Outlet Type : E & D Grocery Convenience Outlet Owner : ……………………..
ACTIVATION YES No 24% 76% BRAND ORDER 2. Number of outlet following brand order? Brand order-168 No Brand order-82 .
3. Number of outlets having purity? Pure.172 Unpure-78 .
PRIME POSITION 4. Number of outlet located at prime position? Prime position-167 No prime position-83 .
TRADE CHANNEL 5..206 Grocery.16 E&D.28 . Distribution of trade channel Convenience.
VISI COOLER .
Distribution of Visi cooler in the market 2vc. 30vc. Silver.2. Gold.4.11.0 VIS COOL I ER 2vc 4vc 7vc 9vc 11vc 20vc 30vc 1% 2% 0% 4% 11% 41% 41% VPO CLASS 7.2 .101. 20vc.100. 7vc. 4vc. Volume wise distribution Diamond-57. 9vc.184.108.40.206. 11vc. Bronze.
Number of outlet need glass order demand God required.231 No required.24 .GOD REQURIED 8.
o 41% of outlets are having 7vc. and few outlets have 2vc and 20vc. 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. . visi cooler are pure i. 1% are under diamond. o 83% outlets are convenience store. 11% are under the E&D and remain under 6% are glossary shop. gold. o 67% of visi cooler are at prime position where consumer can see our product and choose as per there need.FINDINGS o 76% outlet from the sample of 250 outlets which have sufficient activation elements but remaining 24% outlets are not fully activated. 41% of the total outlets having 9vc. o In our study it is revealed that 67% from the selected outlet follow the Brand Order COLOJ-K. in visi cooler only the product of Coca cola are placed and 31% of outlets don’t keep visi cooler pure. o 54% market cover under the silver categories where as remaining 23%. 22%. bronze respectively. 4% outlets have 11vc.e. but remaining 37%are not following the brand order. o 69% of visited outlet.
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. We should try the increase sell of outlets so that maximum outlets convert into upgrade class. 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.SUGGESTION We must visit all RED outlets where the activation elements are missing and it must be activated immediately. All the MD needs to visit all the red outlets regularly to keep the visi cooler pure. . 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.
Chapter 7 • Conclusion • Recommendation .
Hanger. Supply of product as well as stock keeping unit is not up to the mark . Road Stand plays a major role in increasing sell of the soft drink.Conclusion Coca-Cola is the leading soft drink brand in Patina region & most selling brand in the region is Thumps Up. Glow Shine Board. Few activation elements like Table Top.e. "Jo Dikhta Hai Woh Bikta Hai". Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer. According to most of the outlet owners the product which is seen is sold i. Sprite and Maaza.
Good communication requires interaction between those preparing and those receiving reports. Sales persons work independently and away from the office .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 . In the field’s sales situation. Communications should be improved. Company should be implement the customers suggestions and complaints about products. Fulfill the Demand of product by company . price changes. A good sales reporting system provides both for communication from the field to office and form office to the field. it has also crucial bearing on the other elements of physical distribution and marketing. Transportation confers time utility and place utility to the product. It determines the company’s customer service. Sales reports provide data for evaluating performance. service policies. Company should gather information of competitor’s activities. . advertising companies etc. Company should make plans for better performance to the sales man.
Chapter 8 • Executive summary • Bibliography • Annexure .
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. Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase the sales of the soft drink. Today many companies are building on these foundations and are tuning their products in Soft drink segment into a formidable competitive weapon. Sales Promotion Strategies are offering new & better ways of addressing industries objectives. 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. 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. The different distribution channels are as follows:" 1. Significant revenue & profit gains can be made from successful Sales Promotion Activities that improve efficiency & help serve customers better & faster.EXECUTIVE SUMMARY Over the last few years hundreds of companies have greatly improved their performance &the graph of growth through superior sales promotion services. . a proper research work has done. Eating & Drinking 2. Convenience 3.
Books Marketing Research Marketing Management Research Methodology
Authors :Naresh Malhotra :Philip Kotler :C. R. Kothari
Websites : www.quickmba.com www.indiacom.com www.yellowpages.com www.coca-colaindia.com
Questionnaire Outlet Type : E&D Grocery Convenience
Outlet Name : ……………………................ Location : ………………………….. MD Name………………………………
Visi cooler size?
a. b. c.
Location of SGA? i. Prime
b. b. Yes No Purity? a. b. b. Yes No Number of god? . Brand order a. Activation element available? a. Yes No 5.a. 6. Yes No 4.
8. Yes No 9.……………………………………… 7. Do you agree that RED helps in “Developing a better market by developing an outlet”? a. b. our Comment on RED ………………………………………………………………………………………………………………………… …………………………………………………………………………………… ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… . Per day selling? ………………………………………………………….
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