Project On RED (Right Execution Daily) For Hindustan Coca-Cola Beverages Pvt Ltd.

(Chandpur Harbans, Allahabad Road) Dabhasemar, Faizabad Under Saket Sales & Services Pvt Master Of Business Administration (Marketing) Submitted in partial fulfillment of the requirement for the reward of Master of Business Administration of Tilak Maharashtra University,Pune

Submitted By Rakesh Kumar Agrawal PRN: Of Institute of Business Studies And Research Pune Tilak Maharashtra University

Gultekdi,Pune (4110037)



This is to certify that project titled “ IMPACT OF RED” in Faizabad city for “HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based on live Project study conducted by RAKESH KUMAR AGRAWAL at Faizabad during his tenure as a summer trainee with us and in our guidance.


Mrs. Rashmi D. Mahajan



I would like to express my heartiest gratitude to Mr. Murtiza Talib & Rifat Khaleeq (Area team leader HR) Hindustan Coca-Cola Beverages Pvt. Ltd. Faizabad for given me an opportunity to associate myself to the world’s largest soft drink Co. Carry out my project titled RED survey. I would like to thank Mr. S.L. Lal Srivastava (Q.A.Executive) to recommending my name for the summer trainee. I am sincerely thankful to Mr.Vindhya Kumar Srivastava (Sales team leader) under whose guidance I have successfully completed this project. I think him for his consent, encouragement, and warm response and for filling every gap with valuable ideas that has made this project successful. I also thankful to outlet holders to whom I visited for their support, information, cooperation, advice to complete my project detail. I wish to express my heartiest gratitude to our RED M.D. Mohd. Aslam Khan for giving me useful guidance for summer internship. . It is a privileged to express my sincere thanks to our honorable Project Guide Mrs. Rashmi D. Mahajan for giving me an opportunity to undergo this project. I would like to thank our Head of Marketing Department Mr. Kulkarni & our faculty of Research Methodology Mr. Vilas Chaudhary for giving sound marketing concepts which helped me in writing for this Project.


CHAPTER 1-Rational of the study CHAPTER 2- RED (Right Execution Daily)  Objective of study  Scope of study  Significance of the study  My role in project RED CHAPTER-3 Company Profiles  History of Coca cola  Cocacola in India CHAPTER-4 Industrial Profile  Soft drink Industry In India  Coca-Cola in India  Vision of coke in India  Mission of coke in India CHAPTER-5 Product Profile  Different brands of the Company  Brand Tagline  Brand Ambassadors  Detail of Brands CHAPTER -6 Competitive Areas  Competitive area among Coke & Pepsi  Advertising  Brand ambassadors & TV Commercials  Promotion by the company CHAPTER -7 Marketing Department 6

    

Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company

CHAPTER-8 Methodology  Research methodology  PGP Plan  Pre Sale Concept CHAPTER -9 Hypothesis  Test of hypothesis  Swot analysis  Push & Pull Strategy CHAPTER -10 Conclusion  Conclusion  Findings  Facts  Suggestions CHAPTER -11 Questionnaire  QUESTIONAIRE  Declaration  References



Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand in soft drinks worldwide. Coke has maintained its brand image with high precision. The marketing strategy of Coke is very stringent than others. The main features in their marketing by their offerings and its sales and distribution. It’s my gratitude to work with Coca Cola company specially in marketing department. I have been placed their in sales and distribution department for my internship. The research work was not so easy as Coca Cola is very strict in their marketing policy. In the beginning the main reason for conducting this study was to know the proper allocation of distribution to the suppliers and also to know about the products sales. Further, it is to understand the availability of the product and to check out that there is the proper advertising of the product and also to know the working condition of the visi cooler provided by the company. Also to know the various scheme provided by the Coca Cola is really applied in the market or not. And to compare the schemes with Pepsi products. The study is done to understand the problem of the retailers, and understanding the presale concept. Thus, these were the main reasons for conducting this study. 8


OBJECTIVES OF STUDY  The main objective of this RED project is to increase the sales of the company.

To advertise the various products of the company.

 To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area..  To collect data from retailers for the activation of new channels of distribution.  To study the pre-sale concept of the coke.  To ensure the availability and visibility of the product.  To analyze the effect of scheme

SCOPE OF THE STUDY  By this study company can know its growth.  This study helps the company to know their actual position in the market.  RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company.  This study ensures the availability of the product in the market.  The study helps to fond out the problem of the counter and to find out the requirement for more sales. 9

 RED helps to maintain the outlets in a well designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY  This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction.  This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer.  This project directly deals with the interaction of different kind of people.



IMPLEMENTATION – First and foremost task for me was to implement the project in the given area with the support of MD’s (MARKET DEVELOPER). Various norms for different outlets had been fixed but their implementation was very important. Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher officials of the organization.

 I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution.  I did scoring on the scoring sheet. The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components


VISI COOLER - 30 points


AVAILABILTY - 50 points


ACTIVATION – 20 points 11

MARKET AUDITING (TRACKING PERFORMANCE) – Tracking performance of the MD of corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like absence of coordination between MD’s and SALES TEAM and report to higher officials (Mr. Vindhya Srivastava)

BRAND CONTACT - I had to interact regularly with shopkeepers to know their problem and try to solve them. If I could solve them then I reported them to my company guide, else he suggested me the alternatives, and I also took out the orders from retail outlets and to check out the activation.

AVAILABILTY - I also need to give company weekly availability report of various brands.


3. COMPANY PROFILES HISTORY OF COCA-COLA The world has changed in many ways since pharmacist, John Syth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning... May - Pemberton concocted a caramel-colored syrup in a three-legged brass kettle in his 1886 backyard. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, 13

Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, " 1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of the CocaCola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 - In January "Coca-Cola" was registered in the U.S. Patent office. 1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognized trademark. 1919 - The Coca-Cola Company was sol a group of investors for $25 million. 1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades. Woodruff's leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service. 1925 - 6 Million Coke's sold per day. 1927 - The first Coca-Cola radio advertisement. 1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.


On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during

WWII. 1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1961 - Sprite was introduced. 1971 - The song "I'd like to Buy the World a Coke" was released. 14

1978 - The two liter bottle was introduced, and during that same year the company also introduced plastic bottles 1982 - Diet Coke was introduced in July. 1985 - The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled into a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula. The new formula was a sweeter variation with less tang, it was also slightly smoother. The factor that influenced the change was that Coke's market share fell 2.5 percent in four years. Each percentage point lost or gain meant 200 million dollars. This was the first flavor change since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and newspaper reporters attended this very glitzy announcement. The change to the world's best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. Within a week of the change, one thousand calls a day were flooding the company's eight hundred number. Most of the callers were shocked and/or outraged, many said that they were considering switching to Pepsi. Within six weeks, the eight hundred number was being jammed by six thousand calls a day. The company also fielded over forty thousand letters, which were all answered and each person got a coupon for the new Coke. Many American consumers of Coca-Cola asked if they would have the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory. Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". They decided to develop the new formula. 1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. 15

The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars. 1993 - Coca-Cola exceeds 10 Billion cases sold worldwide. 1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

CSR (COMPANY SOCIAL RESPONSBILITY) One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish this through scholarships, hotlines, donations and contributions.


Another large accomplishment that the Coca-Cola has, is being the first company to make and use recycled plastic bottles.




Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke India record 1800 crore soft drink makers is prominent.Cocacola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands Thums up, limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment. BENCHMARK  Cocacola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM.  Cocacola is the market leader in the whole world in beverage industry.  Business week magazine ranks Cocacola on 4th position in Indian FMCG industry.  Cocacola enjoys approx 60% market share in Indian beverage industry.












Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is known as the “Beverage Battlefield” in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. However during Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.



From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980’s. Coca-Cola’s past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company, Parle, became the market leader. Parle invested a great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003, when the United States and Britain invaded Iraq, the All-India AntiImperialist Forum called a boycott on goods from America and India. Indian’s protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. While the war was beyond control for these two companies, management perhaps could’ve done more to not only attempt to predict the backlash from Indian consumers due to the war, but also could’ve created advertisement campaigns to address the situation. While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. The companies also produced television and print advertisements that linked important


Indian themes to their products by “building a connect using the relevant local idioms” Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies could’ve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market.

PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have on a soft drink could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks. COCACOLA IN INDIA


Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled CocaCola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international investors.22 By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance,


Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.




 PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities.  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 beverage brands that anticipate and satisfy peoples’ Desires and needs.  PARTNERS: Nurturing a winning network of partners and building mutual loyalty.  PLANET: Being a responsible global citizen that makes a difference.


COCA-COLA:MISSION Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-Consumers as a superior beverage experience.  Consumers as an opportunity to grow profit through the use of finished drinks.  Bottlers as an opportunity to make reasonable to grow profits and value added  Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork, flexible business system and continuous improvement.  Indian society in form of contribution to economic and social development.


PRODUCT PROFILE DIFFERENT BRANDS OF COMPANY The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL:  In the Cola Section:

 In the Lemon Section


 In the Orange & Apple section:

 In the mango section:

 In the juice section :


 In the Soda Water and Bottled Mineral Water section:

BRANDS TAGLINE Thumsup Cocacola Sprite Limca Fanta Maaza - Taste the thunder - Open happiness - Seedhi baat no bakwaas ,clear hai Fresh ho jao Go bite Bina guthli wala aam

BRAND AMBASSDORS Thumsup Cocacola Sprite Fanta Limca -Akshay Kumar -Aamir Khan -Shahrukh Khan -Genelia D’souza -Riya Sen

ABOUT BRANDS THUMSUP It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India. Mostly like by the youngsters specially boys. The competitor of the brand on same category is Pepsi.


COCACOLA This is the worlds most famous & old brand. This brand is specially liked by teenagers & youngsters. The competitor on the cola category is Pepsi.

SPRITE This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups & people. Jan 09 report of “The times of India” claims sprite to be the second brand in sales after Thumsup Competitor : 7up & Mountain dew

LIMCA Limca is cloudy lemon in flavor. This is very unique in this category .It has white in color. Competitor : Nimbooz

FANTA Fanta has two flavors apple & orange. This is very popular drink among females. Competitor: Mirinda, Parle’s Appy fizz



This has mango flavor. Maaza is popular among children and women. Competitor: Slice, frooti

MINUTE MAID pulpy orange This is orange juice .This contains no sugar & added flavor .This is a family drink. Competitor : Tropicana

KINLEY This comes in two variety-mineral water & soda. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people. Competitor : Aquafina, Bisleri

300M L 200M L 250M L 2 LTR 600M L 1.2 LTR 1


















PACK 300ML 200ML 250ML 2 LITRES 600ML 1.2 LTR 1 LTR

NO.OF BOTTLES IN A CASE 24 24 24 9 24 12 6


COMPETETIVE AREA Competitive area among Coke & Pepsi Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006, as a result of the growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2006. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new players have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie. While cricket had always been the most popular sport in India, with new technology coming into cricket from coverage to sports gear to day/night versions of the game, it was set to acquire the status of a religion in the sub-continent. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them. The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 32

Lakh . ADVERTISING Advertising is a non promotion of goods & services by sponsor who can identified and who has paid for his communication. Their purpose of advertisement is to sell something goods or services,idea ,person or place. BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck) Bollywood rising stars Asin (left) for Pepsico’s Mirinda,Genelia D’souza (Right) for cocacola’s Fanta



Tennis star Sania Mirza for Sprite


Bollywood star Aamir Khan for Coke

Bollywood star Akshay kumar for Thums up


Sprite “seedhi baat” TV add

Limca “fresh ho jao” TV add


Minute maid pulpy orange TV add

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite


PROMOTION BY THE COMPANY Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab Sprite “kholega toh bolega” IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition ‘Sprite Kolkata Knight Riders’ bottle. The latest initiative was a part of brand Sprite’s larger consumer engagement program to leverage the second season of DLF IPL, 2009. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this 38

key insight with the passion of T20 cricket, company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players. Complimenting the innovation, Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia. In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. The entire initiative was applicable RGB and also on all PET packs of Sprite. To create awareness about ‘Kholega Toh Milega’ digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India.


PROMOTION DURING OFF SEASON Limca Launches ‘Laptop Ki Barish’ Consumer Initiative

Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink consumers and would run from 1st August to 14th September, 2009


4. REVIEW OF LITERATURE RED CONCEPT RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market.

ABOUT RED  To check the availability of the visi cooler provided by the company to the retail outlets for their products.  To check the activation in various outlets.  To check the branding order of the various products in the cooler. Survey has done in the four topics Impurity  Brand Order  Availability  Activation


IMPURITY There should be no impurity in the visi cooler of the company. Impurity here refers to that brand which is presented in the visi cooler other than coke’s product. Therefore not other product of any other company may not be in the cooler.

BRAND ORDER The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. The order should be in such a way Thumsup  Coca cola  Sprite  Limca  Fanta  Maaza  Kinley  Pet & Juice



Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet.

ACTIVATION Activation is important because it helps to boost the sales of the company. it is done through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This boards usually gives to the E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores.

Activation Elements Market developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES: 1. WARM DISPLAY RACK 2. SHELF DISPLAY








TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria Volume  Channel  Income group

1. VOLUME There are four types of outlets according to the volume of sales of the outlet-

Diamond Gold Silver Bronze


800>C/s & above per year 500-799C/s per year 200-499C/s per year <200C/s per year

2. CHANNEL (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption. It includes all kirana stores,juice , departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300ml


(B) EATING & DRINKING CHANNEL 1 Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple opportunity to effect sales as people usually order something to drink along with food. It includes - Restaurants - Bars and Pubs - Dhabas - Cafes

(C) EATING & DRINKING CHANNEL 2 It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.

(D) CONVENIENCE CHANNEL Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.

3. INCOME GROUP According to the income group of the area LowThose outlets where low income customer comes. 46

 Medium- Those outlets where medium income customer comes.  HighThose outlets where high income customer comes.

Market Segmentation models


Based on consumption occasion


Visi-cooler position, display & Brand Order Compliance

Under RED market developer has to ensure that shopkeeper must display all

Under RED market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water).


TYPES OF VISI COOLER/CHEST Cooler - 2C/s Chest- 4C/s 4C/s 7C/s 9C/s 20C/s 30C/s 10C/s> above

RED SCORE TRACKING The performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters: 1. Visi-cooler 2. Availability 35 points 40 points 25 points 100 points

3. Activation Elements

These 100 points are distributed in various Parameters explained in the following table


RED Scoring Sheet
R ED 1 2 3 4 V isico o le r 5 6 7 1 2 3 4 A va ila b ility 5 6 7 8 1 2 3 4 5 A ctiva tio n 6 7 8 9 P a ra m e te r Is a c oc a c ola c ooler pres ent Is the c ooler as per s tandard Is the c ooler in prim e loc ation Is the vis ic ooler in a w ork ing c ondition Is the vis ic ooler light w ork ing Is the c ooler 100% pure Is the c ooler brand order c om pliant Total C an R G B -C S D R G B -M aaz a M obile-C S D M obile-M aaz a LA R G E P E T-C S D LA R G E P E T-M aaz a TP -M aaz a Total W arm D is play R ac k Is the rac k pure and c harged S helf D is play C rate dis play w ith w rap F lange/S tandee/G S B / D P S board/F lex A erial M obile H anger M enu board/M enu c ard C om bo c om m unic ation B randed table m at/table viny l Total G ro ce ry E& D C o n v. D G S D G S D G S 4 4 4 4 4 4 4 4 4 10 10 10 10 10 10 10 10 10 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 10 10 10 10 10 10 10 10 10 6 6 6 6 6 6 6 6 6 35 35 35 35 35 35 35 35 35 4 4 12 22 25 25 14 18 18 4 8 10 10 4 4 4 16 16 10 6 5 5 13 13 14 4 4 4 3 3 4 16 16 10 4 4 2 2 40 40 40 40 40 40 40 40 40 10 10 8 10 10 10 10 10 7 5 5 5 5 5 5 board 5 5 5 10 10 10 5 5 15 15 15 5 5 25 25 25 25 25 25 25 25 25



Manufacturing Plant, FAIZABAD (H.P)

Sales and Distribution Operations





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 they need it. A typical distribution chain at HCCBPL would be: Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --Retail Stock --- Retail Shelf --- Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY Coca-cola company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper.


Criteria for providing free chilling equipment  An ice box is provided for the sale of 1-2 crates daily to the retailers.  For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.  For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company.  If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,


SALES PROMOTION PUSH & PULL STRATEGY PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers. PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips.



The research includes the study which was descriptive in nature.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers. The study includes two methods(a)PRIMARY (b)SECONDARY Primary includes the following ways• • • Observation Experiment Survey

Here we include the primary method of survey Research Instruments• • • Questionnaire-A printed questionnaire was their to make the survey. RED scoring sheet Area of Survey-Rekabganj, Chowk, Niyawa, Angoori Bagh, Civil line, Fatehganj, Devkali,Darshan nagar,Gudhi Bazar,Faizabad bus stand Sampling plan • • • • Sampling unit - Owners of the retail outlets. Sampling size- 250 outlets Sampling procedure-Random sampling Sampling method- Retailers survey 55

SECONDARY DATA- For the secondary study data was not available so it is taken from company records. AREA- Rekabganj, Chowk, Niyawa, Angoori Bagh, Civil line, Fatehganj, Devkali Darshan Nagar Faizabad Bus Stand Gudhdi Bazar




2% 1%


20c/s 9c/s 7c/s 4c/s




Is good Some gap

250 200 150 100 50 0 BOARD FLANGE RACK TABLE TOP 36 30 145 105 90 214 220 160 YES NO


Brand share 7% 6% 8%

14% 2%





19 92 83





31% 54%





div ision of market







Project RED is a live project. It can broadly be classified in two stages, which can be described as follows. Initial Stage:60

This stage comprises of Product Knowledge and Process Knowledge. • • The product knowledge means the knowledge of every product and its variants offered by the companyThe Process Knowledge means the knowledge about the distribution of the product and its variants from the sales depot to the different retailers of the city. The actual knowledge about the product and the process was attained with the help of Route Riding. Route Riding means to visit different outlets on the commuting vehicle (vehicle which carries coke product from depot to different outlets) along with salesman. By the route riding it is very easy to grasp and understand how the cola market actually works. Route riding elaborated the factors influencing the cola market and provided the information about the competitor’s strategies and schemes which they offer to the retailers in order to gain advantage. Retailer’s grievances were best know with the help of route riding through personal interaction. Also with route riding any one can know about the sales status of an outlet on a daily basis. Later stage: This stage comprises of the serious implementation of the project RED in the area of Rikabganj, Chowk, FAIZABAD. To ensure effective and fruitful implementation of the campaign, market developers (M.D.) were appointed by the company. Market Developers carried the responsibility to handle all the activities under the R.E.D. campaign. The first step involved in this stage was to select the outlets where the campaign has to be implemented. The outlets are selected on the basis of some parameters like annual sale of the outlet, type of the outlet, space available at the outlet etc. PJP(permanent journey plan)


(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer which contains the names of the outlets to be visited by him coming under the campaign R.E.D. where the project has to be implemented. After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in market..

PRE SALE CONCEPT This is a new concept by the company. In this concept company takes order one day before and then delivers the product to each route. So this gives more time to market developer to assure RED. This concept has so many advantages This gives more time to the market developer for the activation & branding purpose.  By this company can easily implement the RED concept in better way.  Presale concept makes assure of more availability of the products in the market.  This concept is easy in processing.  By this concept market developer can arrange the product in better way.  The Company can display its products in proper way so that customers can attract towards it.


Hypothesis (A) Null hypothesis (H0 ):The coke has more consumption then Pepsi. (B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi. (C) Let the level of significance is(α)= 5%In testing the hypothesis since the test is two tailed is Z=+-1.96 TEST FORMULA Z= P1-P2 √PQ[1+ 1] n1 n2

P= n1P1 +n2P2 n1+n2 Q=(1-P) where P-Total population proportion of Coke & Pepsi P1-Sample proportion of coke P2-Sample proportion of Pepsi n1- sample size of coke n2- sample size of Pepsi

After calculated value is Z=1.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted. CONCLUSION –The coke product is more consumption then Pepsi.

2)Hypothesis 63

(A)Null hypothesis (H0 ):The market share of coke is higher then Pepsi. (B)Alternate Hypothesis (H1): . The market share of coke is not higher then Pepsi. (C)Let the level of significance is(α)= 5% which the hypothesis is tested. FORMULA Z= P*-P √P(1-P) n

P=Sample proportion P*=Population proportion n=sample size

The calculated value is less then value calculated from the table that is 1.96, So the null Hypothesis is accepted.

CONLUSION- The Market share of coke is higher than Pepsi

3)Hypothesis 64

(A)Null hypothesis (H0 ):Presale is good for the company. (B)Alternate Hypothesis (H1): Presale is not good for the company (C)Let the level of significance is(α)= 5% which the hypothesis is tested. FORMULA Z= P*-P √P(1-P) n

P=Sample proportion P*=Population proportion n=sample size The calculated value(1.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted. Conclusion – Presale is good for the company.


1. STRENGTHS:• DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles. • STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per day. • COST OF OPERATIONS: The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations, which minimizes wastage of both time and resources, leads to lowering of costs.



LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide thereby making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola .Therefore, people abroad, are apprehensive about Coca-Cola products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE: The Company’s operations are carried out on a small scale and due to

Government restrictions and ‘red-tapism’, the Company finds it very difficult to invest in technological advancements and achieve economies of scale.



LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new products, which are not manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India.

HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.



IMPORTS: As India is developing at a fast pace, the per capita income has increased over the years .If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. Therefore, this can limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large number of daily wage earners, poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the company’s products.

CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing preferences of the consumers.



PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers. PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips.


10. CONCLUSION RED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because JO DIKHTA VO BIKTA HAI Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in Faizabad region and also company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY.



 According to the demand of outlet owners, delivery of products are not made available in the outlets.  Efficient brands of coca – cola are not available in outlets.  Sales people and delivery persons do not visit the outlets on a regular basis.  Advertisement materials are not available in the right time at the right place i.e. Different Channels like Grocery, Convenience, E&D.  Many outlet owners have complains on improperly working visicooler i.e. its cooling Capacity is low or its lights are not working.  Improper management is seen as No mechanics visit the outlets despite of Complaints issued by outlet owners.  Visicoolers are not placed at their Prime locations in many outlets  Many outlet owners express deep in satisfaction towards coca-cola as they do not get any Prize or Cash discount as they receive from other b companies.



 The most popular flavor is Thumsup in the whole market.  Cocacola is the market leader and Pepsi is the market challenger.  Thumsup has the highest sales from the Coca cola’s side and from the Pepsi‘s side mountain Dew has the highest sales.
 Aquafina has more sales then Kinley in mineral water segment.

 Pepsi provides more schemes then Cocacola.
 Sprite has the fastest grownup brand in the clear lime segment in the recent years.

 In the off season when the sale is reduced retailers want more schemes.  Minute maid has not getting good response from the market.



 Delivery position should be maintained to get good return from the market.  The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute.  Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not.  We can provide them beautiful display racks, tablemats, menu-cards etc, containing the trademark and brand name of the company.  Display material should be provided to the retailers on more regular basis to increase the sales level.  Maintenance work of refrigerator; i.e. purity must be improved.  The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers.  The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market and consumers attitude towards the product. For this they can arrange awareness camps in different locations.  At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers. 74



1).Type of channel

a) Grocery

( )

b) Eating & Drinking ( ) c) Convenience ( )

2). Type of category

a) Diamond b) Gold c) Silver

( ) ( ) ( )

3). Are you familiar with project RED?

a) Familiar

( )


b) Unfamiliar

( )

4).Your belief on Coca Cola increased from Project RED by?

a) 25% b) 50% c) 75% d) 100%

( ) ( ) ( ) ( )

5).What kind of incentives you are getting from distributors? a) Schemes b) Prizes c) Scratch coupons d) Cash discount e) None ( ) ( ) ( ) ( ) ( )




6) Improvement in condition of visicooler?

a) Yes b) No c) As it is
20% 8%

( ) ( ) ( )




7) Has the availability of product increased?

a) Yes b) No c) As it is
9% 9%

( ) ( ) ( )




8) Has the activation of outlet increased?

a) Yes b) No c) As it is
10% 12%

( ) ( ) ( )



9) Is the delivery of Coca cola’s product increased?

a) Yes b) No c) As it is

( ) ( ) ( )

13% 7%




10) What is the performance of Market developer?

a) Poor b) Good c) Better d) Best

( ) ( ) ( ) ( )


11) What is the frequency of deliveryman visit?

a) Daily b) Weekly c) Monthly d) Never

( ) ( ) ( ) ( )


7% 0%



12) What is the frequency of visit of DGM/MEM?

a) Daily b) Weekly c) Monthly d) Never
3% 2%

( ) ( ) ( ) ( )


13) Do you want to continue with RED project?

a) Continue b) Discontinue

( ) ( )




14) Any suggestion? …………………………………………………………………………………………… …………………………………………………………………………………………… ……………………………………………………



I, RAKESH KUMAR AGRAWAL, hereby declare that this Project titled “INCREASING IMPACT OF RED (RIGHT EXECUTION DAILY) in Faizabad city for “ HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based on live project study conduced by me under the guidance of Mr.Vindhya Srivastava. This project has not been submitted earlier for the award of any other Degree/diploma to any other Institute or University.






Marketing Management

: Philip Kottler Ramaswamy

Marketing Research

: Bound, Stash & Others 83




Sign up to vote on this title
UsefulNot useful