SUMMER TRAINING PROJECT REPORT

ON

“A STUDY OF RED SCORE MARKETING STRATEGY OF COCA COLA”

BRINDAVAN BOTTLERS PRIVATE LIMITED

Under the Guidance of

Mr. S. K. Srivastava

(Marketing Regional Head)

Brindavan Bottlers Private Limited Coca Cola, Lucknow

Submitted in partial fulfillment of the requirement for the award of

Degree of Post Graduation of Diploma in Management

From College of management Studies

Submitted by

SHUBHAM SINGH

PGDM (Batch 2018-2019)

Roll no. 24

Date:
DECLARATION
This is to declare that SHUBHAM SINGH (Roll no. 24) student of PGDM, have

personal worked on the project “A STUDY OF RED SCORE MARKETING

STRATEGIES OF Brindavan Bottlers Private Limited COCA COLA” The data

mentioned in this report were obtained during genuine work done and collected by

me. The data obtained from other sources have been duly acknowledgement.

The result embodied in this project has not been submitted to any other university or

institute for the award of any degree.

NAME : - SHUBHAM SINGH

ROLL NO : - 24

Date : - 30/Sep/2019
 ACKNOWLEDGEMENT

I would like to take this opportunity to express my deep gratitude to all those

who, directly or indirectly made the project possible. I have got considerable help

and support in making this project report a reality from many people.

I would like to thank the industry mentor Mr. S. K. Srivastava,

And Mr. Shishir Srivastava whose endeavor for perfection, under fatigable zeal,

innovation and dynamism contributed in big way in completing this project. This

work is the reflection of his/her thought, ideas, concept and above all this modest

effort.

I would like to thank Mr. S.K. Srivastava for his regular support

and help in the successful completion of my project report.

SHUBHAM SINGH

Roll No. 24

MBA 3RD SEMESTER

 PREFACE

I respect to the allotted period, I have formed relationship with the organization as

trainee but informally it is a scared place for me as it’s my first practical exposure to

an organization to know and get aware to an organizational real practical stressful

environment.

Although I am student of PGDM CMS KANPUR It is a two year full time diploma

courses. So far this training scheduled for third semester syllabi as a separate topic to

be asked in detail in viva-voice conducted by external so far I have completed my

third semester examination. Thus study will provided me a better opportunity to

survive in cut throat competition with a prosperous existence. I have tried my best

gain out of well framed circumstances & with the help of experienced personnel who

helped me out so far become possible to them. As being a very confidential

functioning many things are there which can’t be

Known but on the basis of gathered information and certain hints, the project has been

formed. It may have something missing but

I have tried to present all things what I have received. Although this report has been

got checked by different personnel but after that is some shortcomings I expect it to

be rectified. So the whole study bifurcated in different parts certain observations &

suggestions also have been stated which if possible to be reviewed.

 Certificate from the College i
Training Certificate
Declaration
Acknowledgement
Preface
1 Introduction to Topic 1
2 Company Profile 2
Objectives of the Study 3
Research Methodology 4
Data Interpretation & Analysis 5
Findings 6
Suggestion & Recommendations 7
Conclusion 8
Limitations 9
Bibliography 10

Annexure
TABLE OF CONTENTS
INTRODUCTION OF COMPANY
Coca-Cola, the product that has given the world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading

manufacturer, marketer and distributor of non-alcoholic beverage concentrates and

syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates

and syrups to bottling and canning operators, distributors, fountain retailers and
fountain wholesalers. The Company’s beverage products comprises of bottled and

canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder

products. In addition to this, it also produces and markets sports drinks, tea and

coffee. The Coca-Cola Company began building its global network in the 1920s. Now

operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola

system has successfully applied a simple formula on a global scale: “Provide a

moment of refreshment for a small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated

and pervasive production and distribution system in the world. More than anything,

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 soft-drink enterprise. From Boston to Beijing,

from Montreal to Moscow, Coca-Cola, more than any other consumer product, has

brought pleasure to thirsty consumers around the globe. For more than 115 years,

Coca-Cola has created a special moment of pleasure for hundreds of millions of

people every day.

The Company aims at increasing shareowner value over time. 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, thus increasing brand

equity on a global basis. 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, to meet business goals and objectives. 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 business system of COCA-COLA in India directly employs approximately 6,000

people, & indirectly creates employment for many more related industries throw our

wash procurement, supply and distribution system.

The vast Indian operations comprise 25 companies owned bottling operations & 24

franchises –owned bottling operations. The apart a network of contract packers also

mfg. a range of the product for company. On the distribution front, 10 tone trucks,

open-bay three wheelers that can navigate the narrow alleyways of Indian cities,

ensure that our product available in each corner of the country.

The coca cola is responsible for the mfg. distribution & sales of product across the

country.
 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. IT is produced by the COCA-COLA

Company which is also often referred to as simply Coca cola or COCACOLA.

COCACOLA is one of the World's most recognizable and widely sold commercial

brands; its major rival is Pepsi. Originally intended as a patent medicine when it was

invented in the 19th century, COCA-COLA was bought out by businessman ASA

Griggs Candler, whose marketing tactics led COCACOLA to its dominance of the

world soft drink market throughout the 20th century.

The Coca -cola Company owns and markets other soft drinks that do not carry the

Coca -cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In

Atlanta, Georgia, by John S. Pemberton, originally as a coca wine caned Pemberton's

French, Wine coca in 1885. He was ' inspired by the formidable success of European

Angelo MARIANI’S coca wine MARIANI

 Company Overview

Dr. John S Pemberton in Atlanta, Georgia invented Coca Cola in May1886.

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist,

Dr.John S. Pemberton, led him to create a distinctive tasting soft drink that could be

sold at soda fountains. He created a flavored syrup, took it to his neighborhood Jacobs

pharmacy, where it was mixed with carbonated water and deemed “excellent” by

those who sampled it. Carbonated water was teamed with the new syrup to produce a

drink that was at once "DELISIOUS and REFRESHING," A theme that continues to

echo today wherever Coca-Cola is enjoyed. The product that has given the world its

best-known taste was born in Atlanta, Georgia, on May 8, 1886.

TheLegendary Jacobs Pharmacy in Atlanta - A look inside the soda fountain of

Jacobs Pharmacy in 1900 where Coca-Cola was first served as a fountain drink

Frank M. Robinson

Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with

naming the beverage “Coca-Cola” as well as designing the trademarked, distinct

script, still used today. The Coca-Cola logo was created by John Pemberton's

bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and

chose the logo's distinctive cursive script. The typeface used, known

as SPENCERIAN SCRIPT, was developed in the mid-19th century and was the

dominant form of formal handwriting in the United States during that period.
The first servings of Coca Cola were sold for 5 cents per glass. During the first

year, sales averaged a modest nine servings per day in Atlanta. Today, daily

servings of Coca Cola beverages are estimated at 1.9 billion globally.

 19th-century historical origins

Eagle Drug andChemical House, COLUMBUS, GEORGIA

Believed to be the first coupon ever, this ticket for a free glass of COCA-COLA

Was first distributed in 1888 to help promote the drink. By 1913 the company had

Redeemed 8.5 million tickets

This COCA-COLA advertisement from 1943 is still displayed in MINDEN,

LOUISIANA

OLD GERMANCOCA-COLA BOTTLE OPENER

TIMELINE OF COCA COLA
COMPANY PROFILE
 HISTORY OF SOFT DRINK IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all

empowering Coca-Cola entered the country to dominate the soft drink market, the

history of soft drink in India is quite drinking old. Down the ages, people consume

soft drink to give them a refreshing feeling. Gold spot is considered as the first brand

of soft drink in India, it was introduced in 1965.

Coca- cola at the same time entered the Indian mark t .and dominated the whole

market. It faced no though competition from the domestic market. Due to certain

circumstances the Coca cola Company discontinued its operations in India. 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. Ltd., The Company was

trying its best to regain prestige which it had before. At present only Coca Cola and

Pepsi Food are giving tough competition to each other.

Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a

very good beginning in the Indian market and it hardly faced any competition in

India. The marketing people did not even require advertising Coca Cola. This extra

ordinary success of soft drink could be attributed to following factors.

Later in 1970, it introduced Limca a lemony soft drink. Before Limca they had

tentatively introduced by Cola-Pepsi which they had to withdraw soon in the face

battering confrontation with Coca-Cola. 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.

 ABOUT HINDUSTAN COCA-COLA BEVERAGES PRIVATE

LIMITED (“HCCBPL”)

HCCBPL is a large beverage bottling company responsible for the manufacture,

package, sale and distribution of beverages under the trademarks of The Coca-Cola

Company, USA (“TCCC”), in India.

HCCBPL is a part of the Bottling Investments Group of TCCC, and operates 24

bottling plants at strategic locations in various states across India. HCCBPL is the

largest bottling partner of TCCC in India, covering approximately 65% of the bottling

operations (by population) for the Coca-Cola System in India. HCCBPL has an

extensive distribution system spanning more than a million outlets. HCCBPL’s

strength lies in its supply chain, infrastructure, market execution, people, processes

and gvernance. The focus of the distribution syatem is to develop strong customer

value while delivering preferred choice of refreshment to the consumer.

Coca-Cola India Private Limited (“CCIPL”), a wholly owned subsidiary of TCCC,

undertakes consumer brand marketing of Coca-Cola trademark beverages in India.

CCIPL is also involved in the manufacturing of concenterates and syrups, which it

sells to HCCBPL, and other licensed franchise bottlers of TCCC in India.

The Coca- Cola System inIndia also includes Anandana – The Coca- Cola India

Foundation, which undertakes community development projects in several parts of the

country.

Globally, the Coca- Cola System refreshes consumers with over 500 sparkling and

still beverage brands. Headquarterd in Atlanta, Georgia (USA), TCCC runs the
world’s largest beverage distribution syatem. In more than 200 countries, consumers

enjoy TCCC beverages at a rate of more than 1.8 billion servings a day.

With a history of 129 years and an endurinng commitment to building sustainable

communities, the Coca- Cola System focuses on initiatives that reduce environmental

footprint, enhance the economic develpoment of the communities, support active and

healthy living and create a safe and inclusive work environment for its associates.

PRODUCT PROFILES
 PRODUCTS

COCA-COLA- BEST KNOWN DRINK IN THE WORLD

In India, Coca-Cola was the leading soft-drink till 1977 when the government policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and made
significant investments to ensure that the beverage is available to more and more

people, even in the remote and inaccessible parts of the nation.

Variety - Cans: 300 ml, 330 ml, RGB: 200 ml, 300 ml, 330 ml, PET: 350 ml, 400 ml,

500ml, 600 ml, 1250 ml, 1500 ml 2000 ml, 2250 ml, Fountain Glass: Various size
TAGLINE:-OPEN HAPPINES
DIET COCACOLA- WORLD'S THIRD LARGEST SELLING SOFT DRINK

Launched in 1982 in America, Diet COCACOLA (also known as Coca-Cola light in

some countries) has become the world's third largest soft drink.

Variety -PET: 350 ml, 500 ml, 600ml, Can: 300 ml, 330 ml.
COCA-COLA ZERO- Coca-Cola Zero is one of The Coca-Cola Company's

most successful and significant innovations. It offers the same ‘Great COCACOLA

Taste, with Zero Sugar’. Launched in 2005 in America, Coca-Cola Zero is now

available in 149 countries including India. Coca-Cola Zero is one of the 20 billion

dollar brands of The Coca-Cola Company in revenue terms and is one of the fastest to

this milestone.

Variety -Cans: 300 ml, 330 ml, PET: 400 ml, 600 ml.
THUMS UP- TODAY IT IS THE LARGEST SELLING SOFT DRINK

BRAND IN INDIA. Originally introduced in 1977, THUMS UP was acquired by The

Coca-Cola Company in 1993.

Variety - Cans: 300 ml, 330 ml, RGB: 200 ml, 300 ml, 330 ml, PET: 350 ml, 400 ml,

500ml, 600 ml, 1250 ml, 1500 ml 2000 ml, 2250 ml, Fountain Glass: Various Sizes
TAGLINE:-TASTE THE THUNDER
 AAJ KUCH TOOFANI KARTE HAI

ESPRIT - SPRITE A 'CLEAN LIME' DRINK

Since its inception is 1999, Sprite has not only established itself as a brand which

successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban

and straight forward style, but has also achieved status of an undisputed youth 'badge'

brand. Today Sprite is one of the top two sparkling soft drinks in the country.

Variety - Cans: 300 ml, 330 ml, RGB: 200 ml, 300 ml, 330 ml, PET: 350 ml, 400 ml,

500ml, 600 ml, 1250 ml, 1500 ml 2000 ml, 2250 ml, Fountain Glass: Various
Sizes.
FANTA - FANTA THE 'ORANGE' DRINK

Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand,

Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just

uplifts feelings but also helps free spirit thus encouraging one to indulge in the

moment.

Variety -Cans: 300 ml, 330 ml, RGB: 200 ml, 300 ml, 330 ml, PET: 350 ml, 400 ml,

500ml, 600 ml, 1250 ml, 1500 ml 2000 ml, 2250 ml, Fountain Glass: Various Sizes.
TAGLINE:-GHOOT BHAR SARAARAT KAR LEY

LIMCA - LIMCA'S FRESHNESS IS LIKE NO OTHER- 'LIME N LEMONI'

Born in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the

Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite
combined with the single minded proposition of the brand as the provider of

"Freshess".

Variety -Cans: 300 ml, 330 ml, RGB: 200 ml, 300 ml, 330 ml, PET: 350 ml, 400 ml,

500ml, 600 ml, 1250 ml, 1500 ml 2000 ml, 2250 ml, Fountain Glass: Various Sizes

.
TAGLINE:- PYASS BUJHAO

MAAZA- MAAZA THE WHOLESOME FAMILY FUN

Introduced in 1970s, MAAZA has today come to symbolize the very spirit of

mangoes. Universally loved for its taste, color, thickness and wholesome properties,

MAAZA is the mango lover's first choice.

Variety -Cans: 300 ml, 330 ml, RGB: 200 ml, 300 ml, 330 ml, PET: 350 ml, 400 ml,

500ml, 600 ml, 1250 ml, 1500 ml 2000 ml, 2250 ml, Fountain Glass: Various Size.
TAGLINE:- HAR MAUSAM AAM

MAAZA MILKY DELITE- MAAZA MILKY DELITE is the latest innovation

by Coca-Cola India developed specifically for the Indian palette at the company’s

R&D center in Gurgaon. It adds to Coca-Cola India’s existing product portfolio which

has a suite of “Made in India, Made for India” offerings. MAAZA Milky DELITE

is made of juicy mangoes combined with delicious richness of milk solids. The

product seeks to expand MAAZA’S range of mango offerings and provide more

choice to the mango lover with new and unique ways of enjoying their Favourite fruit.

Variety – TETRAPACK, 200ml.

MINUTE MAID PULPY ORANGE-Minute Maid – one of the world's largest

juice and juice drink brands. The history of the Minute Maid brand goes as far back as

1945 when the Florida Food Cooperation developed orange juice powder. They

branded it Minute Maid, a name connoting the convenience and the ease of

preparation (in a minute).

Variety – PET, 400ml and 1ltr, Tetrapack, 200ml.

MINUTE MAID NIBUFRESH-Launched first in South of India in January

2010, Minute Maid Nimbu Fresh, started refreshing the whole of India by April 2010.

Variety – PET, 400ml and 1ltr, Tetrapak : 200ml, RGB : 200ml, Tetrawedge : 125ml.
MINUTE MAID GUAVA-The launch happened in April 2013 in Delhi, Punjab,
UP.& Kolkata.

Variety – Tetrapak- 200ml and 1 Ltr.

MINUTE MAID MANGO- Launched in 2012 across India

Variety – PET- 400ml and 1ltr, TETRA- 200ml, TETRAWEDGE- 125ml.

MINUTE MAID MIXEDFRUIT-Launched in the East in 2010 and scaled up

in 2011 across the country.

Variety –PET- 400ml and 1ltr, Tetrapak- 200ml and 1ltr.

KINLEY SODA- Launched in 2002 Kinley soda today is no.1 national Soda

brand.

Variety – RGB: 200 ml, 300 ml, PET- 350 ml, 500ml, 600ml, 1.25 L, 1.5L, 2 L.
KINLEY WATER- Kinley water comes with the assurance of safety from The

Coca-Cola Company. That is why we introduced Kinley with reverse –osmosis along

with the latest technology to ensure purity of our product. Because we believe that

right to pure, safe drinking water is fundamental.

Variety – PET- 500 ml, 1 L, 2 L, 20 L, 25 L

 MISSION & VISION

Coca cola mission, vision and values outline who we are, what we seek to achieve,

and how we want to achieve it. They provide a clear direction for our Company and

help ensure that we are all working toward the same goals.

COCA COLA MISSION

coca cola mission declares our purpose as a company. It serves as the standard against

which we weigh our actions and decisions. It is the foundation of our Manifesto.

• To refresh the world in body, mind and spirit.

• To inspire moments of optimism through our brands and our actions.

• To create value and make a difference everywhere we engage.

OUR VISION

Our vision guides every aspect of our business by describing what we need to

accomplish in order to continue achieving sustainable growth.

  People: Being a great place to work where people are inspired to be the best

they can be.

 Portfolio: Bringing to the world a portfolio of quality beverage brands that

anticipate and satisfy people's desires and needs.

 Partners: Nurturing a winning network of customers and suppliers, together

we create mutual, enduring value.

 Planet:Being a responsible citizen that makes a difference by helping build

and support sustainable communities.

 Profit:Maximizing long-term return to shareowners while being mindful of

our overall responsibilities.

VALUE

Coca-Cola is guided by shared values that both the employees as individuals and the

Company will live by; the values bein

 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, imagine, create, delight

 QUALITY: What we do, we do well.

FIGURE 2: VISION FOR SUSTAINABLE GROWTH
 CUSTOMER

As coca cola has a wide range of products. Its customer also varies according to taste

and preference. 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.

Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers

have choice for. Among the products of coca cola Thumps-up has lead the way with

45% of market share Fanta stands third after Mirinda.

Coca Cola Company has wide range of customers that falls under the distribution

channels of marketing. Customers may be CNF, distributor, retailers to final

customers, which are households.

G
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e ORGANIZATIONAL CHART OF

HINDUSTAN COCA COLA BEVERAGES PVT. LTD.

ORGANIGATION STRUCTURE
ORGANIZATION STRUCTURE IN COCA-COLA, INDIA
 SCOPE OF THE STUDY

1. The main scope of study is to understand the impact of S.G.A (Sells

Generating Assets) on sell.

2. To increase RED score of the outlet.

3. To fill the gap of activation element in different RED outlet.

4. To make a platform for market developer to work on difficult RED outlet.'

5. To analyze the work of the market developer.

SEGMANTATION MODEL
 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, D habas.

B) CONVENIENCE : –

Convenience outlets ate those outlets where people visit regularly for various

purposes like stationary shop, S.T.D – Booth, Betal Shop and general Store.

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:

 DIAMOND

 GOLD

 SILVER

 BRONZE

DIAMOND

Those outlets, which give an annual sale of Coca - Cola products more than 800

carats.

GOLD

Those outlets, which give an annual sale of Coca - Cola products less than 200 carats

SILVER

Those outlets, which give an annual sale of Coca - Cola products between 200 to 499

carats.

BRONZE

Those outlets which give an annual sale of Coca':-Cola products less than 200 carat

RED: A RIGHT EXECUTION DAILY

 1. CONCEPT OF RED:

Hindustan coca cola Beverages Pvt.Ltd. India division Under Eurasia Operating

Group has been working on RED i.e Right Execution.

Daily Since FEB 2006.

Coca cola company believes that its success depend on their ability to

connect with consumer by providing them with a wide variety

Of choices to meet their desire,needs and lifestyles choices,company

Success further depend on the ability of their people by execute effectively every day.

2. MEET COCA COLA CUSTOMER:

World Wide the coca cola company is no.1 in sales of sparkling

Beverages & juices Drink, as well as no. 2 in sales of soft Drink & no

3 in sales of Bottled Water. It’s our customers that are largely responsible for this

unrelenting success.

3. WHO ARE THE CUSTOMERS?

Coca cola customers are grocery stores, restaurants, streets, vendors, mass

merchandisers, conveniences stores drug stores, movie theaters, & amusement parks-

among others.

What do they do!

Coca cola customer sells its products to consumers & shoppers, who enjoy

the products at a rate of 1.5 Billion servings a day.

 4. 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 Poatfolios of

quality beverages.

1. MARKET SEGMENTATION UNDER RED.

Coca cola company’s market can be segmented in RED along 3 lines- channel cluster,

outlet volume and locality income.

NUMBER OF SHOPPERS OR CONSUMER IN THE GIVEN

UNIVERSE.

Coca cola attract the population by executing the following activities.

 Bringing the cooler at the entrance.

 Fixing the standee, sign at the entrance.

 Fixing the combo Board at the entrance.

HOW COCA INDUCE FOR THE INCIDENT?

 BY putting cooler in prime position.

 By keeping the cooler pure & clean.

 By doing Rack Display.

 By fixing combo Board.

 By doing Table activation.

 Counter Top Display.

OUTLET ACTIVATION ACCORDING TO RED (RIGHT

EXECUTION DAILY)

RED (RIGHT EXECUTION DAILY):

It means to maintain the visional according to a fix set of COCACOLA product which

is known as COLOJ-K, it means the set will follow a particular brand order. THUMS-

UP will take first place after t.4.at sprite or LIMCA, FANTA, MAAZAand water or

soda will take this RED also take care of the S.G.A ( Sells Generating Assets)

Activation - Activation means doing things in and around the COCACOLA outlet

that triggers Consumption / Purchase of Coca-Cola Products.

The important parts of activation are:

 Placement of VISICOOLER at ITOT spot location Availability of the

products.

 Right location of display racers

 Impactful Communication of price message

The VISICOOLER standards of all the channels:

Low Medium High

Diamond 20c/s 20c/s 20c/s
Gold 7c/s 9c/s 9c/s
Silver 4c/s 4c/s 7c/s
Bronze Ice Box Ice Box Ice Box

To measure the impact of Right Execution Daily (RED) a survey is done by A.C.

Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the
RED activated outlets and benchmarks it on the prescribed Merchandising standards

of RED. Amonthly report is send to Hindustan Coca- Cola Beverages Private Limited.

The report is called as

To create the Red Report A.C. Nielsen asks a set of question from the retailers which

are as follows:

RELATED TO THE 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, THUMS UP, MAAZA, FANTA and LIMCA",)

 Is cooler 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

1.5 Litters per bottles should be present in the Eating and. drinking,

convenience and Grocery shop.

 REVIEW OF LITERATURE

A literature review discusses published information in a particular subject area, and

sometimes information in a particular subject area within a certain time period.

A literature review can be just a simple summary of the sources, but it usually has an

organizational pattern and combines both summary and synthesis. A summary is a

recap or the important information of the source, but a synthesis is a re-organization,

or a reshuffling, of that information. It might give a new interpretation of old material

or combine new with old interpretations. Or it might trace the intellectual progression

of the field, including major debates. And depending on the situation, the literature

review may evaluate the sources and advise the reader on the most pertinent or

relevant.

Purpose of review of Literature is to provide a backdrop of the present study. It is the

context to wfi1ch our present study can be referred to determine its relevance
 OBJECTIVE OF STUDY

OBJECTIVE OF THE STUDY

 To understand the Red score marketing strategy of Coca Cola.

 To know how the Red score strategy of Coca Cola helps market developers
 To know the reason behind low RED (Right Execution Daily) score of market

developers

 To study the effectiveness of red score strategy.

RESEARCH METHODOLOGY
 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, convenience store, eating and drinking and consumer.

For survey sample size was taken from different location of Lucknow and it was

coveted with the help of market developer and key account manager of the Hindustan

Coca-Cola Beverage Private Limited.

The sample collected from two hundred fifty outlet of each Grocery, Convenience and

Eating & Drinking. So total size of the sample ~as total population 200 out of which

interviewed were 100.

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

o 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.

o SAMPLE DESIGN: Random sampling

o SIZE OF SAMPLE: 100

o UNIVERSE: Lucknow
 SOURCES OF DATA COLLECTION

The data are collected from primary and secondary sources.

 PRIMARY SOURCES

 Gather information through Structured Questionnaire with multiple choice

questions

 Direct interview with Grocery outlet, Convenience store, Eating and

drinking and consumer.

 SECONDARY SOURCES

1. Internet Sites -

www.Coca-Cola.com,

www.wikipedia.com,

www.coca-colaindia.com

2. Activation booklet of the Coca-Cola.

3. RED tracker of the market developer.

4. Magazines - Business World Management and Technology.

DATA ANALYSIS & INTERPETATION
 DATA ANALYSIS AND INTERPENETRATIONS

1. What is the type of outlet?

Type of the outlet (In a sample of 100)

Table 4.1

Type Percentage
Kirana shops 46
Pan shops 31
Departmental stores 17
Super market 6

Figure 4.1

Chart Title
100

80

60

40

20

0
Kirana Shop Pan Shops Departmental Stores Super Market

INTERPRETATION

The above data clearly shows that majority of the respondents were pan shop owners

in the covered area as compared to kirana shops, departmental stores and

supermarkets.
2. Where is the outlet located?

Location of outlet (In a sample of 100)

Table 4.2

Location Percentage
Main Road 41
Adjacent Roads 59

Figure 4.2

Chart Title

100

50

0
Main Road Adajcent Road

INTERPRETATION

From the above data,it can be clearly seen that 59% of the outlets are located on the

adjacent roads and the rest are located on the main road.
 3. Which brand of soft drink has the sales (In a sample of 1 highest sale in your

outlet?

Table 4.3

Product having highest

Brand Percentage
Coca cola 52
Pepsi 35
Fizz 8
Others 5

Figure 4.3

Sales as per brands

1.2
8

Coca Cola
Pepsi
Fizz
Others
35 52

INTERPRETATION

From the above data, it is clearly seen that Coca-Cola products have the highest

sale from a sample of 100 outlets (i.e. 52%) as compared to its competitors’ products.
4. Which product of Coca Cola is mostly preferred by the customers?

Product of Coca cola preferred by customers

Table 4.4

Product No of respondents
Thumps Up 37
Coca cola 26
Sprite 13
Maaza 15
Others 9

Figure 4.4

Chart Title
100
90
80
70
60
50
40
30
20 37
26
10 15
13 9
0
Thums Up Coca Cola Sprite Mazza Others

INTERPRETATION

From the above data,we can see that from a sample of 100 outlets, Thumps Up is the

most preferred product by the customers when compared to other products.

5. How is the demand for COCACOLA products in your outlet?

Demand for COCACOLA products (In a sample of 100 outlets)

Table 4.5

Demand No of respondents
Very Good 57
Good 38
Poor 5

Figure 4.5

Demand for coke

Very - Good
Good
Poor

INTERPRETATION

From the above data,it is seen that the demand for COCACOLA products is very

good in 57 outlets, good in 38 and poor in five outlets.

5. How often do you place order for COCACOLA products?

Frequency of Order Placing (In a sample of 100)

Table 4.6

Frequency No of outlets
Daily 21
Alternate days 56
Weekly 23

Figure 4.6

Frequency of placing order

Daily
Alternate Days
Weekly

INTERPRETATION

From the above data, it can be interpreted that most of the outlets(56) place their order

for COCACOLA products every alternate day,21 outlets daily and 23 outlets place the

order weekly which represent the demand for COCACOLA products.

7. What is the effect of pricing decision on the sales of COCACOLA?

Effect of pricing on sales (In a sample of 100)

Table 4.7

Response Percentage
High 51
Moderate 37
Low 12

Figure 4.7

Chart Title

100
90
80
70
60
50
40
30
20
10
0
High Moderate Low

INTERPRETATION

From the above data, we can see that 51 outlets said that pricing plays a high role in

sales, 37 said that it has a moderate effect and 12 said that it has a low effect.
8. Which age group of customers mostly prefer COCA COLA

products?

Preference of COCACOLA products by different age groups (In a sample of 100)

Table 4.8

Age Group Percentage

Children 26
Teenagers 43
Middle age 22
Old age 9

Figure 4.8

Preference by age group

9

26

Children
22 Teenagers
Mature
Old age

43

INTERPRETATION

From the above data, we can see that teenagers prefer the COCACOLA products as

per the response from 43 outlets.

9. What quantity of COCACOLA products have annually maximum sales in your

outlet?

Packs having highest sales (In a sample 100)

Table 4.9

Quantity Percentage
150ml and 200ml 27
250ml and 330ml 18
500 ml and 1.25 L 17
1.75 L and 2.25 L 38

Figure 4.9

Chart Title

100
90
80
70
60
50
40
30
20
10
0
150 ml & 200ml 250 ml & 330 ml 500 ml & 1.25 L 1.75 L & 2.25 L

INTERPRETATION

From the above chart, it can be interpreted that during the whole year, 1.75L and

2.25L packs are sold the most according to the responses given by 38 outlets .
10. What quantity of COCACOLA products are sold the most in summer season?

Highest sold packs in summer

Table 4.10

Quantity Percentage
150ml and 200ml 47
250ml and 330ml 27
500 ml and 1.25 L 16
1.75 L and 2.25 L 10

Figure 4.10

Highest sold quantity in summer

100
90
80
70
60
50
40
30
20
10
0
150 ml & 200 ml 250 ml & 330 ml 500 ml & 1.25 L 1.75 L & 2.25 L

INTERPRETATION

From the above data, it is seen that during summer season, there is more demand for

150ml cans and 200ml bottles and the moderate demand is for 250ml bottles and

330ml cans.
11. How many cases of glass bottles are sold weekly on an average?

Weekly sale of glass bottles (In a sample of 100)

Table 4.11

No of cases No of respondents
Up to 1(24 bottles) 5
2-3 28
4-6 38
7 and above 29

Figure 4.11

Chart Title
100
90
80
70
60
50
40
30
20
10
0
Up to 1 (24 bottles) 02 to 03 04 to 06 07 & above

INTERPRETATION

From the above data,it can be interpreted that weekly sale in 38 outlets is 4-6 cases,

and more than 7 cases are sold in 29 outlets which depicts that 4-6 cases are sold on

an average per week in most of the outlets.

12. How many curettes/cases of PET bottles are sold weekly on an average?

Weekly average sale of PET bottles (In a sample of 100 outlets)

Table 4.12

No of cases No of outlets
Up to 1 (24 bottles) 7
2-3 24
4-6 44
7 and above 25

Figure 4.12

Chart Title

100
90
80
70
60
50
40
30
20
10
0
Up to 1 02 to 03 04 to 06 7 & above

INTERPRETATION

From the above data , we can see that 44 outlets sell 4-6 cases in a week.
13.How do you rate the behavior of salesmen during order taking and order delivery?

Behavior of salesmen during order delivery and taking

Table 4.13

Rating No of respondents
Excellent 17
Satisfactory 74
Poor 9

Figure 4.13

Chart Title
100
90
80
70
60
50
40
30
20
10
0
Excellent Satisfactory Poor

INTERPRETATION

From the above data, we can see that 74 respondents rated salesmen behavior as

satisfactory,17 as excellent and 9 as poor.

14. In terms of service, which brand is rated favorable by the consumers?

Favorable rating given in terms of service (In a sample of 100)

Table 4.14

Brand No of outlets
Pepsi 28
Coca cola 17
Both 47
Others 8

Figure 4.14

Brand preference
1.2 28

Pepsi
Coca-Cola
Both
47
Others

17

INTERPRETATION

From the above data, we can see that individually Pepsi is better in services,

compared to coca cola, whereas majority of outlets rated them both as equal.
15. Do you face any problems with Coca cola in any aspect?

Problems faced with COCACOLA

Table 4.15

Response No of respondents
Yes 58
No 42

Figure 4.15

Chart Title

100

75

50

25

0
Yes No

INTERPRETATION

From the above data, we can see that 58 outlets had a problem with COCACOLA

whereas 42 of them had no complaints. Majority of them had problems.

16. If yes, which kind of problem is mostly faced with Coca cola?

Kind of problem mostly faced (In a sample of 58)

Table 4.16

Problem Percentage
Cooler problem 31
Order delivery on time 22
Response from agents 5

Figure 4.16

Chart Title
100

80

60

40

20

0
Cooler problem Order delivery Response from agents

INTERPRETATION

From the above data, it can be interpreted that maximum percentage of respondents

are facing problem with Coca cola coolers which occupy 56%,Order delivery on time

is problem faced by 36% of respondents and response from agents is a problem for

8% of the respondents .
17. Why customers prefer COCACOLA products?

Reasons for customer’s preference (In a sample of 100)

Table 4.17

Reasons Percentage
Price 24
Taste 38
Quantity 10
Availability 28

Figure 4.17

Reason for preference

100
90
80
70
60
50
40
30
20
10
0
Price
Taste
Quantity
Availability

INTERPRETATION

From the above data, we can see that 38 outlets said that the customers prefer

COCACOLA for its taste, 28 outlets said that the customers prefer COCACOLA due

to its availability.
18. Do you follow any sales promotion in your outlet?

Sales Promotion in your outlet (In a sample of 100)

Table 4.19

Response No of respondents
Yes 84
No 16

Figure 4.19

Sales promotion
16

Yes
NO

84

INTERPRETATION

From the above data we can see that 84% of the outlets follow sales promotion.
19. If yes, which kind of promotional activity do you think that attracts more

customers?

Kind of promotional activity (In a sample of 84)

Table 4.19

Kind of promotional activity Percentage

Discounts 58
Combo offers 19
Gift vouchers 7

Figure 4.19

kind of promotional activity

80
70
60
50
40
30
20
10
0
Discounts Combo Offers Gift Vouchers

INTERPRETATION

From the above data, we can see that customers are mainly attracted towards

discounts compared to combo offers and gift vouchers.

20. According to you what may increase the sale of Coca-Cola products?

Strategy to increase sales (In a sample of 100)

Table 4.20

Strategy Percentage
Price discount 56
Sales campaign 32
Attractive packing 12

Figure 4.20

Strategy

100
90
80
70
60
50
40
30
20
10
0
Price Discount Sales campaign Attractive Packaging

INTERPRETATION

From the above data we can see that, 56 outlets suggested that discount in prices

would increase sales and 32 suggested that sales campaign would increase sales.
FINDINGS
 FINDINGS

 From a sample of 100 outlets, Coca cola has the highest sales followed by

Pepsi, Fizz etc.

 On an average, most of the respondents told that 4-6 cases of glass bottles and

PET bottles are sold per week.

 Among different quantities of COCACOLA, 1.25lt and 1.75lt bottles have the

highest sales, whereas in summer season, glass bottles are sold the maximum.

 It is found that COCACOLA products are mostly preferred by teenagers and

children and the factor that highly influences the purchase is taste.

 Out of 100, 51 of the respondents said that there is a high effect of price

variations on sales and hence pricing must be done carefully.

 It is found that the demand for COCACOLA products is good in most of the

outlets and Thumps Up is mostly preferred by customers.

 The retailers face problems with COCACOLA, mostly regarding the cooler

and order delivery on time.

 Most of the retailers place order for COCACOLA products every alternate day

which shows that there is good market demand.

RECOMMENDATIONS
 RECOMMENDATION

In accordance with the findings of the study, I would like to give some suggestions on

my behalf.

 Delivery should be done more swiftly and on time.

 Many of the respondents have preferred on the spot delivery like Pepsi instead

of advance booking which is followed by COCACOLA.

 Pricing strategies followed by COCACOLA are fluctuating frequently and

hence the prices set should be made stable for a certain period until the

customers get acquainted to that price.

 Since there are many problems faced by the retailers in terms of service,

COCACOLA should improve on its service.

 As promotional activities have a great impact on sales and market share, more

promotions can be followed in social networking sites which will improve

their sales.

 Rural area should also be given proper consideration.

CONCLUSION
 CONCLUSION

Soft drinks are an impulse product. The Indian population is the largest in the world

today which provides so much of opportunity for the soft drink manufacturers. So,

they should implement apt strategies in order to attract more customers and gain good

market share.

From the above findings and suggestions, it can be concluded that different pricing

strategies, various promotional activities like discount coupons, combo offers should

be followed in order to improve their sales, increase their market share and gain

market dominance over their competitors. It can also be concluded that COCACOLA

products are having high demand in the market and they need to improve in terms of

service to the retailers.

COCACOLA should concentrate more on the factors that influence the customer’s

purchase of COCACOLA products like age group, tastes and preferences, season,

pricing, quantity, availability, etc so that it attracts new customers and also maintains

the existing customer’s brand loyalty.

LIMITATIONS
 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.

2) The area of survey was Lucknow 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.

4) The training was carried on in the peak season so market developer was

not so supportive.

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.
BIBLIOGRAPHY
 BIBLIOGRAPHY

BOOKS:

 Philip Kolter, Marketing Management ; Analysis Planning & Control; Prentice

Hall, 9th Edition

 Saxena Ranjan, Marketing Management; TATA McGraw Hill, 4th Edition,

2000.

 Dr. R.L. Varshney & Dr. S.L. Gupta, Marketing Management; An Indian

Perspective; Sultan Chand & Sons Education Publishers, New Delhi; 2nbd Ed.

2001.

 Cravens & Hills & Woodruff, Marketing Management; A.I.I.B.S. Publishers

& Distributor, New Delhi, 4th Ed., 2003.

 Gupta Santosh, Research Methodology & Statistical Technique; Deep & Deep

Publication, New Delhi, Ed. 2002.

 V.S. Ramaswamy & S. Namakumari, Marketing Management; MacMillian

India Ltd., 2nd Ed.

 Batra Rajeev & John G. Myers & David A. AAKER; Prentice Hall, 5th Ed.

2003.
 Kothari C.R. Research Methodology; Method & Techniques, Wishwa

Prakashan, New Delhi, 2nd Ed.

MAGAZINES:

 Business To-day (Weekly), July 2012

 Business Word (Weekly), August 2012

 The Managers (Monthly), August 2012

 The Week (Weekly), July 2012

WEBSITES:

 www.coca-cola.com

 www.google.com

 www.pepsiworld.com

 www.myenjoyzone.com

 www.37.com

 www.coolzone.com
APPENDIX
 APPENDIX

QUESTIONNAIRE

1. What is the type of outlet?

A. Kirana shops B. Pan Shops C. Departmental stores D. Super markets

2. Where is the outlet located?

A. Main road B. Adjacent road

3. Which brand of soft drinks has the highest sale in your outlet?

A. Thumps Up B. Coca cola C. Fizz D. Others

4. Which product of Coca Cola is mostly preferred by the customers?

A. Thumps Up B. Coca cola C. Sprite D. Others

5.How is the demand for COCACOLA products in your outlet?

A. Very Good B. Good C. Poor

6.How often do you place order for COCACOLA products?

A. Daily B. Alternate days C. Weekly

7. What is the effect of pricing decision on the sales of COCACOLA?

A. High B. Moderate C. Low

8. Which age group of customers mostly prefer COCACOLA products?

A. Children B. Teenagers C. Middle age D. Old age

9. What quantity of COCACOLA products have maximum sales in your outlet?

A.200ml & 300ml B.400ml & 600ml C.1.25l & 1.75l D.2.25l

10. What quantity of COCACOLA products are sold the most in summer season?

A.200ml & 300ml B.400ml & 600ml C.1.25l & 1.75l D.2.25l

11. How many cases of glass bottles are sold weekly on an average?

A .Upto 1 case B.2-3 cases C.4-6 cases D.7 and above

12. How many curettes/cases of PET bottles are sold weekly on an average?

A. Upto 1 case B.2-3 cases C.4-6 cases D.7 and above

13.How do you rate the behavior of salesmen during order taking and order delivery?

A. Excellent B. Satisfactory C. Poor

14. In terms of service, which brand is rated Favourable by the consumers?

A .Pepsi B. Coca cola C. Both D. None

15.Do you face any problems with Coca cola in any aspect?

A. Yes B. No
16. If Yes, which kind of problem is mostly faced with Coca cola?

A. Cooler B. Order Delivery C. Response from agents D. Others

17. Why customers prefer COCACOLA products?

A. Price B. Taste C. Quantity D. Availability

18.Do you follow any sales promotion in your outlet?

A. Yes B. No

19.If yes, which kind of promotional activity do you think that attracts more

customers?

A. Discounts B. Combo offers C. Gift Vouchers

20. According to you what may increase the sale of Coca-Cola products?

A. Price discounts B. Sales campaign C. Attractive packing