coca cola project report ravi (2)

A

PROJECT REPORT

ON

EFFECTIVENESS OF RIGHT EXECUTION DAILY

(MARKET ANALYSIS) IN

PATNA

FOR

COCA-COLA

HINDUSTAN BEVERAGES PVT.LTD

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF

MASTER IN MARKETING MANAGEMENT

SUBMITTED BY

RAVI BHARDWAJ

ALARD INSTITUTE OF MANAGEMENT SCIENCES. PUNE

2009 – 2011

1

ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. SHIDHARTH SHARMA (Market

Execution Manager) and Mr. BHAIBHAV GUPTA (Distribution Manager) HINDUSTAN

BEVERAGES Pvt. Ltd. Patna. for giving opportunity to associate myself to the world’s largest

soft drink company and to carry out my project my titled “RIGHT EXECUTION DAILY

SURVEY”

I am sincerely thankful to market developer sales training leader under

whose guidance. I have successfully completed this project and the time spend with him has been

a great learning experience . I think him for his constant encouragement ,warm response and for

filling every gap with valuable ideas that has made this project successfully.

I would also give special thank to all the outlet holders to whom . I visited

for their support, information, co-operation, advice to complete my project details would give

my sincere thanks to all the staff and the member of Hindustan Beverages Pvt. Ltd.

I wish to express to my heartiest gratitude to prof Mrs Surekha Pawar.

Alard Institute Of Management Sciences Pune.

RAVI BHARDWAJ

2

DECLARATION

I hereby declare that the research entitled “HINDUSTAN BEVERAGES PVT. LTD., PATNA” has been

prepared by me.

I also declare that this research which training has been conducted in partial fulfillment of the

requirement for the degree of “MASTER IN MARKETING MANAGEMENT (M.M.M)” of the Pune

University, Pune has been the result of my own efforts and this research has not formed a basis for the

award of any other Degree/Diploma/Fellowship by Pune University, Pune or any other university.

:

DATE RAVI BHARDWAJ

3

CONTENTS: Page No.

1. Introduction. 14-26

1.1. Company Profile. 15-19

1.2. Definition and purpose of the project. 20

1.3. Scope and objectives of the project. 21

1.4. Salient contributions of the project. 22

1.5. Outline of the project report. 22-26

2. Review of Literature. 27-38

2.1. Theoretical framework, and background theory. 28-33

2.2. Review of the existing literature. 33-38

3. Report Design on the Present Project. 39-42

3.1. Research Methodology. 40

3.1.1. Method of research: Descriptive. 39

3.1.2. Objectives (with justifications). 41

3.1.3. Data type: Primary & Secondary. 41

3.1.4. Data collection: Description of Tools. 41

3.1.5. Sampling. 42

4

4. Results and Interpretations. 43-56

4.1. Details about the outcome of the research. 43-55

5. Conclusions. 57-59

5.1. Salient conclusions from the work. 58-59

6. Limitations of the project. 60-61

7. Recommendations. 62-64

7.1. Guidelines for the Implementation based on conclusions. 62

7.2. Procedure for Implementation. 63

7.3. Expected outcome from the recommendations. 64

Appendix: 65-68

References / Bibliography: 69

Exhibits: 70-78

5

Executive Summary

The title of project is “EFFECTIVENESS OF RIGHT EXECUTION DAILY AND MARKET

ANALYSIS OF COCA COLA” in PATNA.

8

RED (Right execution daily) is a tool to measure sales team and distributors performance

in the outlets with respect to all parameters of execution. For effective score of market

execution compliance against the picture of success , Red deals with all the departments

from manufacturing to advertisement and it effects the operating cycle as well. RED also

deals with developing of market their targeting, segmenting and positioning of products

and it involves various strategies to the brand as well as the products with enhancing the

personality, image, identity ,culture, belief etc each and every day. The person who drives

the culture of RED is the market developers who is responsible for the increasing market

size by tapping the untapped market, proper execution of brands and products,

maintaining relationship with the market ,availability of brands, conveying of problems

and issues from market to companies etc.

It will serve consumer in better manner, provides suggestions to the company to improve their

products sales, gives information about the competitors products, gives information about the

size of the retail network. It gives information about the services given by distributor to their

retailers, and gives the information about customers demand and satisfaction.

1. To check the effectiveness of RED.

2. To Survey and evaluate the outlets included in RED.

4. To Find out the customer preferences.

5. To check the cooler management, availability of brands activation of coca cola brand in

various orders.

Data collection by survey method and intervie from the market. Primary sources include

the questionnaire to the retailer and distributers and the company office. Secondary data

include post record of company, business magazine ..

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Market Developer role is very helpful for the company and the retailers . MD main work fulfill

the brand availability, activation and purity of visi coolar. Salesman note able to reach the small

shops and shops located in the distant area. Some big shops located at strategically important

places were not provided with advertisement tools like stands and boards . In peak season

supply of goods were not up to the mark . The retailers are satisfied with promotional activity of

coca cola. Sales promotion is a very effective tools for creating brand image of coca cola.

Some outlet owner are aware about the RED and follow d the RED norms. Visi cooler is very

importent for increasing sales. Coca cola is good service provider company in soft drink

industry. Coca cola packaging and branding is better as compared to other company.

I got the chance to visit the market with market developer . It helped me to understand as

to how the RED outlets have been put in different categories ,like Silver outlets ,Gold

outlets, Diamond outlets and Platinum outlets . The gob of market developers is to induce

impulsive marketing . They visit RED outlets and insure that different brands of coca

cola are kept in a particular orders.

Market share of coca cola is increased because of effective distribution channel and demand of

the consumers. Since in Patna and its surrounding area heat descends more as compared to other

parts of the states so obviously demand is more in this region. The marketing activities are good

but there are need of some more promotional activities RED helped in enhancing the overall

appearance of the outlet along with increased sales. Convenience for both retailer and the

customer to sell and purchase the products respectively

CONTENTS

CONTENTS: Page No.

10

1. Introduction. 14-26

1.1. Company Profile. 15-19

1.2. Definition and purpose of the project. 20

1.3. Scope and objectives of the project. 21

1.4. Salient contributions of the project. 22

1.5. Outline of the project report. 22-26

2. Review of Literature. 27-38

2.1. Theoretical framework, and background theory. 28-33

2.2. Review of the existing literature. 33-38

3. Report Design on the Present Project. 39-42

3.1. Research Methodology. 40

3.1.1. Method of research: Descriptive. 39

3.1.2. Objectives (with justifications). 41

3.1.3. Data type: Primary & Secondary. 41

3.1.4. Data collection: Description of Tools. 41

3.1.5. Sampling. 42

4. Results and Interpretations. 43-56

4.1. Details about the outcome of the research. 43-55

11

5. Conclusions. 57-59

5.1. Salient conclusions from the work. 58-59

6. Limitations of the project. 60-61

7. Recommendations. 62-64

7.1. Guidelines for the Implementation based on conclusions. 62

7.2. Procedure for Implementation. 63

7.3. Expected outcome from the recommendations. 64

Appendix: 65-68

References / Bibliography: 69

Exhibits: 70-78

LIST OF TABLE

12

13

S.

NO.

NAME OF THE TABLES PAGE NO.

1. Do you know about the concept of RED? 44

2. Are you aware of the norms under RED ? 45

3. Do you feel any effect on sale after registering under

RED?

46

4. Does MARKET DEVELOPER visit to your shop? 47

5. Market Developer role is important for your outlet . 48

6. How much the activation effect the sales? 49

7. How much a visible cooler effect the sales of coke brands? 50

8. Do you get the various schemes available by coca cola? 51

9. Are you satisfied with the service provided by the coca

cola company?

52

10. Are you Satisfied with the variety and packaging of

products?

53

11. Are you Satisfied with coca cola sales promotion activity? 54

12.Which is the most common effective promotion tool of the

55

LIST OF GRAPHS

14

15

S.

NO.

NAME OF THE GRAPHS PAGE NO.

1. Do you know about the concept of RED? 44

2. Are you aware of the norms under RED ? 45

3. Do you feel any effect on sale after registering under

RED?

46

4. Does MARKET DEVELOPER visit to your shop? 47

5. Market Developer role is important for your outlet . 48

6. How much the activation effect the sales? 49

7. How much a visible cooler effect the sales of coke brands? 50

8. Do you get the various schemes available by coca cola? 51

9. Are you satisfied with the service provided by the coca

cola company?

52

10. Are you Satisfied with the variety and packaging of

products?

53

11. Are you Satisfied with coca cola sales promotion activity? 54

12.Which is the most common effective promotion tool of the

55

ABBREVIATIONS

FMCG: - FAST MOVING CONSUMER GOODS

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RED: - RIGHT EXCUTION DAILY

MD:- MARKET DEVELOPER

MDM: - MARKETING DEVELOPMENT MANAGER

MEM:- MARKET EXECUTION MANAGER

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INTRODUCTION

1.1 ABOUT THE COMPANY

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in

Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his

backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s 18

Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water

was teamed with the new syrup, whether by accident or otherwise, producing a drink that was

proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola

is enjoyed.

Coca-Cola, the corporation nourishing the global community with the world’s largest selling soft

drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new

thumbs up to the Indian soft drink market. In the same year, the Company took over ownership

of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have

assumed an iconic status in the minds of the world’s consumers.

A Healthy Growth to The Indian Economy Ever since, Coca-Cola India has made significant

investments to build and continually consolidate its business in the country, including new

production facilities, waste water treatment plants, distribution systems, and marketing channels.

Coca-Cola India is among the country’s top international investors, having invested more than

US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003

for its operations.

A Pure Commitment to The Indian Economy The Company has shaken up the Indian carbonated

drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their

hydration, refreshment, and nutrition needs. It has also been instrumental in giving an

exponential growth to the country’s job listings.

Creating Enormous Job Opportunities With virtually all the goods and services required to

produce and market Coca-Cola being made in India, the business system of the Company

directly employs approximately 6,000 people, and indirectly creates employment for more than

125,000 people in related industries through its vast procurement, supply, and distribution

system.

The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with

another 25 being owned by franchisees. That apart, a network of 21 contract packers

manufacture a range of products for the Company. On the distribution front, 10-tonne trucks –

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

keep our brands available in every nook and corner of the country’s remotest areas.

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Company Overview

The Coca-Cola Company, incorporated in September 1919, is a manufacturer, distributor and

marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage

products bearing its trademarks are sold in more than 200 countries. The Company markets

nonalcoholic sparkling brands, which include Diet Coke, Fanta and Sprite. The Company

manufactures beverage concentrates and syrups, which it sells to bottling and canning operations,

fountain wholesalers and some fountain retailers, as well as finished beverages, which it sells

primarily to distributors.

The Company owns or licenses approximately 500 brands, including diet and light beverages,

waters, enhanced waters, juices and juice drinks, teas, coffees, and energy and sports drinks. In

addition, it has ownership interests in numerous beverage joint ventures, bottling and canning

operations, although most of these operations are independently owned and managed.

The Company sells the concentrates and syrups for bottled and canned beverages to authorized

bottling and canning operations. In addition to concentrates and syrups for sparkling beverages

and flavored still beverages, Fanta brand sparkling beverages The Company produces, distributes

and markets juice and juice-drink products, including Minute Maid juices .

MANIFESTO FOR GROWTH

VALUES

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

will live by; the values being:

LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

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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

MISSION

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.

VISION FOR SUSTAINABLE GROWTH

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.

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FIGURE 2: VISION FOR SUSTAINABLE GROWTH

“To ensure customer delight, we commit to quality in our thoughts, deeds and actions by

continually improving our processes…Every time.”

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ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA

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1.2 DEFINITION AND PURPOSE OF THE PROJECT :

R.E.D is the survey method that company started earlier. For the survey of R.E.D.

Company is hiring A.C. NIELSON, one of the best marketing research company. This

survey gets done once in a month. The survey named as R.E.D. (RIGHT EXECUTION

DAILY).The survey has been conducted to check the cooler management, availability of

brands & activation of coca-cola in various outlets.

Visible cooler compliance as per red norms are tracked. This includes cooler being

present in outlet, coolers purity, cooler as per red standards, cooler in prime position etc.

Availability: RED will track brands and brand pack availability in accordance with

different channels.

Activation elements: Red tracks the various activation elements which are channel

specific

PURPOSE

My Purpose of The Project Field Work Included Extensive Coverage of The Following Area

In Patna.

Boring Road

Anisabad

Danapur

Bailley Road

The Market Inputs With Respect To

Advertise

Visicoler size

Customer size

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1.3 SCOPE AND OBJECTIVE OF THE PROJECT:

SCOPE

Helps in the analysis of competition in the market.

Helps in dealer attraction.

Helps the company to improve its services according to requirement.

Helps in the analysis of demand in the market.

Helps the company to know the feedback of retailers.

Help to know that really consumers are satisfied with the product or not.

To gain knowledge of negotiation skills.

OBJECTIVE

1. To check the effectiveness of RED .

2. To Survey and evaluate the outlets included in RED

4. To ascertain the consumer brand perception of soft drink with respect to price, product,

taste, quantity and advertising.

5. To check the cooler management, availability of brands activation of coca cola brand in

various orders.

1.4 SALIENT CONTRIBUTION OF THE PROJECT:25

Market research is concerned with the authentic and objective collection, analysis and evaluation

of information about specific and practical aspects of marketing problems in order to help the

management in making effective decisions. Market research is not an end in itself but it is a

means to an end.

My study on the project will help the company to know its strengths and weaknesses with

respect to the Activation, brand availability, and freeze purity strategy for current and future to

improve its market awareness and penetration and thus finally enhance its sales.

1.5 OUTLINE OF THE PROJECT:

Today, the aim of any business is to earn profit & making good relation with the consumer,

Retailer want to sell the product that gives him good Profit. According to the survey there are

some the facts comes forward.

Most of the Retailer sale both Coca-Cola as well as pepsi but there are some shops which

is completely sale Coca-Cola.

THUMS UP is the most preferred brand among all the soft drinks of Coca Cola .

51% retailer gets delivery of its product on time.

Coca cola is having 90% satisfied consumers which good for its growth.

Most of the Retailer wants to deal with Coca Cola in future also.

Retailers are happy with the various schemes of Coca cola .

PRODUCT PROFILE OF COCA-COLA

26

There are nine brands of coca-cola in India and they are differ in taste, flavor and colours.

1.COKE

Coke is considered to be a cola drink. It is generally preferred by all sections of

consumer. This is a case cow brand for the company in terms of sales revenue.

2.THUMS-UP

Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It is

preferred by all section of consumers but especially to teen-agers. It is a big source of

company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the category of cloudy lemon

because of its colour, which is similar to that of clouds. It has to yield good sales revenue.

It is generally preferred by Children & Women.

4.FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children & Women.

5.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated

soft drink. It is preferred mostly Children & Women.

6.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally used with alcohol and

used by adults.

7.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of Bisleri and Aquafina.27

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor

9.MINUTE MAID

In Minute maid pulppy orange cold drink no gas only based on orange juice. It is a non-

aerated soft drink and market competitor of Tropicana Twister.

CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly Define.

Kinley Soda Mostly those who consume liquor.

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI28

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the 1890’s as cure

of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark, issued ninety

seven share of stock and began selling Pepsi syrup in earnest. In his first year of business

he spend $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In

1905 Bradhum built Pepsi’s bottling plant. By 1907 he was selling 10,000 gallons a year,

two years later, he hired a New York advertising agency. After passing through many

troubles for some period now Pepsi is a market leader in international arence and is

available in 187 Nations throughout the world in 18 flavors having its Head Office in

New York, United State. Pepsi has 13 bottlers with 26 plants in India. Through this

compared with 60 plants of Coke is quite less, yet the market share of Pepsi has increased

quite significantly.

PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to start from

scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food and

beverage company, deriving more than 60% of it’s sales and operating profits from it’s

snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at Channo

(Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced six

year back, has now become the household name thought the country.

The Marketing efforts of Pepsi in the first three year were so successful, that Pepsi had

taken major market share of Parle and Parle has to face hard times. Pepsi-Cola has been

positioned as a drink for the young. It’s popular slogan “YEHI HAI RIGHT CHOICE

BABY” go to show that appeal is significantly for the younger generation in a popular,

much aired commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune

only after he’d guzzled, the right cola, made the smart choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300 crore to add

muscle to its infrastructure in bottling and distribution.

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REVIEW OF LITERATURE

Marketing

31

Marketing deals with identifying and meeting human and social needs. According to American

Marketing Association Marketing is defined as “An organizational function and a set of

processes for creating, communicating and delivering value to customers and for managing

customer relationships in ways that benefit the organization and its stake holders.”

Sales Promotion

It is the tools and strategies which is used by the firms to enhance the sales of their products. It

includes a wide assortment of tools – coupons, contests, cents-offs deals, premium, and others –

all of which have many unique qualities. They attract consumer attention, offer strong incentives

to purchase, and can be used to dramatize product offers and to boost sagging sales.

Sales Promotion effects are often short-lived, however, and often are not as effective as\personal

selling in building long-run brand preference.

Sales Promotion Objectives

Sales promotion objectives vary widely. Sellers may use consumer promotions to increase short-

term sales or to build long-term market share. Objectives for sales promotion include getting

retailers to carry new items and more inventory, getting them to advertise the product and give it

more shelf space, and getting them to buy ahead. For the sales force, objectives include getting

more sales force support for current or new products or getting sales people to sign new

accounts.

Major Sales Promotion Tools

Many sales promotion tools can be used to accomplish sales promotion objectives.

1. Sample – A small amount of product offered to customers for trial is termed as sample.

Some samples are free; for others, the company charges a small amount to offset its cost.

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The sample may be delivered door -to- door, sent by mail, handed out in a store, attached

to another product, or featured in an ad.

2. Coupon – It refers to certificate that gives buyers a saving when they purchase a

specialized product. Promotes early trial of a new product or promote sales of a mature

brand.

3. Cash refund offers – It is the offer to refund part of the purchase price of a product to

consumers who send a “proof of purchase to the manufacturer.

4. Premium – Goods offered either free or at low cost as an incentive to buy a product.

5. Discount – A straight reduction in price on purchases during a stated period of time.

Purpose of Sales promotion

The main purpose of promotion is to boost sales of a product by creating demand. ie, both

consumer demand as well as trade demand .It improves the performance of middlemen and acts

as a supplement to advertising and personal selling.

Sales promotional also help in achieving the following purposes;

Encourage the customers to try a new product

Attract new customers

Encourages the customers to use the product or service and make them brand loyal.

Counter competitor’s promotional activities. For generating or expanding business or be

in the race of marketing three most important task are required these are nothing but

1. Sells promotion

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2. Advertisement

3. Personnel selling

Marketing is important function in business. It is competitive field aims for creative

success. The concept of marketing not new for for the human race marketing plays an

important role in economic growth and development marketing gives customer choice

among different product which satisfy customer need marketing leads to fuller employment

higher incomes and higher standard of living an effective marketing system is important for

future our entire nation.

Promotion means to push forward or to advance an idea in such a way as

to gain its acceptance and approval promotion is any communicative activity whose main

objective is to move forward product, service or idea any channel of distribution. It is an

effort by a marketer to inform and persuade by years to accept, resell, and recommend or use

the article, service or idea, which is being promoted.

Technological advancement has brought significance change in advertisement.

Creative advertisement can be developed in short period of time with the help technology.

Advertisement creates awareness, interest and desire for products and services in customers

to buy them. Advertisement is cost efficient as advertisement can reach a vast number of

audiences simultaneously. In advertisement message can be repeated several times, creating

an impact on the mind of customers. It helps in boosting the sales of company.

Advertisement helps in changing the customer perception of a product. It helps in making

the job of the sales force easier, by creating awareness among potential customers.

Advertisement also helps in building strong image of a product or brand, apart from

increasing its sales.

Personnel selling are more effective promotional tools when compared to

advertisement. Personal selling plays an important role in increasing sells volume and helps

generate profits for firms. Personal selling takes place when a seller or sales person, in a face

to face interaction with potential buyer, tries to persuade him to purchase the product or

service he is promoting on behalf of company. In personal selling sells person tries to

explain himself his product, its company, its futures, its price etc. and also various finance

34

option for purchasing product. It gives a salesperson the freedom to develop and deliver a

unique selling proposition to each individual customer depending on the latter requirement.

Sales promotion schemes

Sales promotion is a key ingredient in marketing campaigns, consists of a diverse

collection of incentive tools, mostly short-term design to stimulate quicker and greater

purchase of particular products of services by consumers.

To generate more sales as well as create and maintain its products, Coca cola marketing

company carried out several promotional activities, which play greater and vital role in

marketing.

COCA COLA company private limited carried out its promotional activity as a control and

integrated programme of communication and material design to present its product to the

prospective customers. It also help in communicating the needs satisfying qualities of soft

drinks to facilitates the sales and eventually to contribute

Towards the profit in long range. Several tools used by the Coca cola marketing

company Ltd for fulfilling the various purposes of its promotional activities are:

1) Dealer sales scheme.

2) Rack display contest,

3) Salesmen contest, that is personal selling.

4) Money back scheme to the lucky consumer.

5) Retailer sales scheme.

Rack display contest:

35

COCA COLA selected a tactics for the outlets that are sure to increase the sales. In this

scheme when the rack and Visi-cooler is fully displayed with purity that is visi-cooler with

COCA COLA product will score runs every month. Maximizing the runs ensures to get the

best gift. Achieving all 500 runs for the quarters will get the man of the series and achieving

a minimum of 300 runs for the quarters will get the man of the match gift.

Retailer sales scheme:

The most beneficial scheme for promoting the sales is the retailer sales scheme as implied

by the COCA COLA company. According to this scheme the retailer who so ever he or she

make a purchase of two pack of nine pet jars in each pack of two ltr that is eighteen pet, one

pet free is supplied.

Cooler charging:

Generally the consumers demand the soft drinks in the chilled conditions, which is only

possible to have a COCA COLA chilling apparatus either fridge or icebox.

So we were assigned to check whether the cooling apparatus is performing well and good up

to mark with the COCA COLA products.

Cooler Purity:

By cooler purity we mean to say that the cooling apparatus that is either fridge or icebox is fully

charged with the COCA COLA product only.

Here we were assigned a job to check out whether the cooling apparatus is best utilize by the COCA

COLA product or not. If not that arrange the cooler with the particular product of COCA COLA.

36

Rack display:

Special type of Tack, which has been provided by the company in order to keep the pet

jars of 1 ltr, 1.5 ltr, and 500 ml. It’s a plastic stand with some racks

which is used to display pet-jars available at the particular outlet. This serves the dual

purpose. First as a mode of advertisement and the other utility is use to keep all the pet jars

available in the outlets.

Out job were assigned to check out whether the retailers are utilizing the stand properly or

not,. Then we would have to arrange it properly with the visually.

2.1 THEORETICAL FRAMEWORK,AND BACKGROUND THEORY:

WHAT IS RED?

RED lays down standards for Visi-coolers, Brand Norms and in –outlet Activation

Elements

It lays down specific norms and elements for enhanced in –outlet Brand Execution

It tracks Brands and Brand Pack penetration in outlets

It allows for the development of short, mid and long term execution strategies, tactics and

action plan

Due to the audit characteristic of RED, each brand can be measured against its specific

execution goals and can be precisely monitored

37

RED CONCEPT

R.E.D is the survey method that company started earlier. For the survey of

R.E.D., Company is hiring A.C. NIELSON, one of the best marketing research

company. This survey gets done once in a month.

ABOUT THE R.E.D SURVEY

The survey named as R.E.D. (RIGHT EXECUTION DAILY).

The survey has been conducted to check the cooler

management, availability of brands & activation of coca-cola

in various outlets.

The survey is based on three topics

Visible cooler compliance as per red norms are tracked. This includes cooler being

present in outlet, coolers purity, cooler as per red standards, cooler in prime position , etc.

Availability: RED will track brands and brand pack availability in accordance with

different channels.

Activation elements: Red tracks the various activation elements which are channel

specific

38

RED MEASURES EXECUTION COMPLIANCE AGAINST THE

PICTURE OF SUCCESS

OUTLET TYPE VPO SLAB

DIAMOND >800

GOLD 500-799

SILVER 200-499

BRONZE <200

SEGMENTATION OF OUTLETS AND NORMS ACCORDING TO RED39

Presence of Visi-cooler is mandatory

1-E&D1 and CONVENIENCE

Bakeries, QSRs,Sweet Shops, Paan Bidi outlets that stock cigarettes, mint, confectionary

etc. It also covers STD/ISD phone booths.

AVAILABILITY

RGB

Mobile

Water is mandatory for diamond and gold

ACTIVATION ELEMENTS for END1

Branded menu card

Flange/road standee/flex/glow sign board

ACTIVATION ELEMENTS for CONVENIENCE

Flange or standee

Price communication and obsession based messaging

Mobile hanger

Shelf display

2-GROCERY

Store stocking a variety of regular use household items.

It includes all Kirana stores, Departmental stores, Supermarkets, Provision stores.

AVAILABILITY

40

Can

RGB in diamond and gold

Mobile

PET

Water is mandatory for diamond and gold

ACTIVATION ELEMENTS

Three Tier Rack Pure and Charged

Shelf Display ( other then rack )

3-E&D 2

Sit-down, Bars and dhabas

AVAILABILITY

RGB

WATER

ACTIVATION ELEMENTS

Branded menu cards

Flange/road standee/flex/glow sign board

Soda would be counted as a Sparkling Flavour across channel

ALL CHANNELS ACTIVATION ELEMENT

OBM/Drinking shot communication

Are Prices of Coca-Cola products communicated in a clear and visible manner ?

PRE-SALE CONCEPT

41

This is the new concept that had started from the year 2007. In the Pre-Sale the

company takes order one day before and accordingly company delivers their products

for each route.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but only D.P.

Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 % total sales

company invested a huge sum in advertisement Budget.

Radio.

T.V.

Hoardings.

Road signs.

Sticker.

Neon light.

Banners.

Newspaper.

Magazines.

Exhibition.

Posters.

Sponsoring local events.

Flange

Obsession based messaging

Price communication

42

Various racks

Research Methodology

43

3.1 Research Methodology

Type of Research ; Descriptive Research

Channels ; Retailers and distributers

Sample Size ; 500

Research is a process which involves defining, collecting, and evaluating data.

1. Purposive planning:

2. Research initiates, formulates, deflect and clarifies theories.

3. Research enables us to have a better understanding of our.

4. Research aims at delineating casual relationships and enabling better control over events.

3.1.1 Descriptive Research :

Descriptive research includes survey and fact-finding. The major purpose of descriptive research

is description of the state of affairs as it exists at present. The main characteristic of this methods

is that the researcher has no control over the variables. He can only report what has happened or 44

what is happening. By descriptive studies in which the researcher measure such items

eg.frequency of shopping , preferences of people , or similar data. The methods of research

utilized in descriptive research are survey methods of all kinds, including comparative and

correlational methods.

3.1.2 OBJECTIVES:

Primary objective

The main purpose of this study is determining the different strategies that are adopted by the

companies. We will then see how effective these strategies are in helping the companies achieve

their respective targets.

The strategies will be evaluated to see which the best amongst them is and which are most

effective.

3.1.3 Data collection:

Primary data:

In this report primary data collection by market survey . coca cola Retail outlet owner

give some feedback about the product quality, delivery, consumer preferences and company

services.

1. Questionnaire: Open ended

Close ended

2 Survey : From the distributers and retailers.

45

3.1.4 Questionnaire methods:-

A set of relevant questions according to the requirement for collection of appropriate data for

study. Each questionnaire is framed with systematic and modern technique so that it can be

helped in achieving the objective to maximum possible limit. The questionnaire was filled by the

respondents.

Secondary data:

References were made from various journals, articles, sites and books to understand the

concept well. Various websites were also referred.

3.1.5 Sampling method:

In the research various combinations of sampling techniques have been used. But in this

project CLUSTER sampling is very helpful

Cluster sampling:

Cluster sampling involves grouping the population and then selecting the groups or the clusters

rather than individual elements for inclusion in the sample. The clustering approach can,

however , make the sampling procedure relatively easier and increase the efficiency of field

work , specially in the case of personal interviews.

Sample size:

Larger the size more accurate will be the results but practically it is not feasible to survey

the entire population. The major criteria for deciding size was that the company should be Retail

outlets of LUCKNOW based. Sample size 500.

46

4.1 DETAILS ABOUT THE OUTCOME OF THE RESEARCH

1. Do you know about the concept of RED?

TABLE 4.1

S.

NO.

OPTIONS NO. OF RESPONDENT PERCENTAGE

1 YES 450 90%

2 NO 50 10%

TOTAL 500 100%

48

GRAPH 4.1

Interpretation:-

Out of 500 outlets survey, 90% knows about Red and 10% not fully aware about the RED

concept because salesman and market developer are not communicated properly to the every

outlet owners.

2. Are you aware of the norms under RED ?

TABLE 4.2

S.

NO.


1 YES 420 93 %

2 NO 30 7 %

TOTAL 450 100 %

GRAPH 4.2

Interpretation:-49

Out of 450 outlets survey 93% know about Red norms and 7% not fully aware about the RED

norms because outlet owner busy in outlet opening time. Eg- pan -Walla. And MD don’t take

responsibility from the company side.

3.Do you feel any effect on sale after registering under RED?

TABLE 4.3

S.

NO.


1 Significant 425 85 %

2 Les significant 50 10 %

3 NO effect 25 5 %

TOTAL 500 100

50

Interpretation:-

Out of 500 outlets surveyed 85% effect the sales 10% less significant and 5% no effect on

sales .Because registering under RED all activation and proper maintenances of visi coolr done by

company.

4.Does MARKET DEVELOPER visit to your shop?

TABLE 4.4

S.

NO.


1 YES 480 96 %

2 NO 20 4 %

TOTAL 500 100 %

GRAPH4.4

51

Interpretation:-

Out of 500 outlets survey 96% market developer visit to shop and 4% are not visit .Because

outlet location is not convinence.

5.Market Developer role is important for your outlet .

TABLE 4.5

S.

NO.


1 YES 408 81%

2 NO 92 19%

TOTAL 500 100%

GRAPH 4.5

52

Interpretation:-

Out of 500 outlets survey 81% market developer helfull for outlet and 19% are not important role

of market developer. Because some times outlet owner keep maximum competitors product in

the visi cooler.

6. How much the activation effect the sales?

a) Significant

b) Less significant

c) no effect

TABLE 4.6

S.

NO.




53

3 NO effect 25 5 %

TOTAL 500 100

GRAPH 4.6

Interpretation:-

Out of 500 outlets surveyed 70% activation is significant role,25% less significant and 5% no

effect on sales .Because activation is a attractive element for the custumer.

7.How much a visible cooler effect the sales of coke brands?

a) Significant

b) Less significant

c) No effect

TABLE 4.7

S.

NO.




54

3 NO effect 50 10 %

TOTAL 500 100 %

GRAPH 4.7

Interpretation:-

Out of 500 outlets surveyed 60% visi coller effected to the sales 30% less significant, and 10%

no effect Visi coolar is very important , customer want child cold drink at a time. And by visible

cooler product seen every time to the customer.

8. Do you get the various schemes available by coca cola?

TABLE 4.8

S.

NO.


1 YES 450 90 %

2 NO 50 10 %

TOTAL 500 100 %

55

GRAPH 4.8

Interpretation:-

Out of 500 outlets survey 90% get the schemes and 10% are not gated. Salesman don’t reach to

the outlet perday.

9.Are you satisfied with the service provided by the coca cola company?

TABLE 4.9

S.

NO.


1 YES 430 86 %

2 NO 70 14 %

TOTAL 500 100 %

GRAPH 4.956

Interpretation:-

Out of 500 outlets survey 86% outlets owners satisfied to the services of coca cola and 14% are

not satisfied to the company services. Lack of distribution and delivery problem to the every

outlet in summer season. Because in summer product demand high comparison to the other

season.

10.Are you Satisfied with the variety and packaging of products?

TABLE 4.10

S.

NO.


1 YES 480 96.5%

2 NO 20 4 %

TOTAL 500 100 %

GRAPH 4.10

57

Interpretation:-

Out of 500 outlets survey 96% outlets owners satisfied to the variety and packaging of coca

cola product and 4% are not satisfied to the company variety . because minut pulpy Product

demand very less in market. And more than product available in market.

11. Are you Satisfied with coca cola sales promotion activity?

TABLE 4.11

S. No. Option No. of Respondent Percentage

1 Yes 410 82 %

2 No 90 18 %

Total 500 100 %

58

INTERPRETATION:

Above graph shows that 82% retailer are satisfied with the sales promotion activity of coca cola

and 18% are not satisfied.

12.Which is the most common effective promotion tool of the coca cola

company.

TABLE 4.12

S. No. Option No. of Respondent Percentage

1 Coupon 320 64 %

2 Scratch card 90 18 %

3 Tour & Trip 35 7 %

59

4 Premium 55 11 %

6 Total 500 100 5

3

INTERPRETATION:

In the graph it is shown that company mostly choose the scratch cards as a promotional tool

which is around 18%, followed by tour & trip 7% ,premium 11% and 64% offered for

coupons.

13.Which brands mostly preferred by the customers?

A)Thums up

B)Sprite

C)Funta

GRAPH 4.13

60

INTERPRETATION

This shows that the thums up brand is more preferred by the customer and Pepsi brand is less

preferred by the coca cola. Coca cola maket demand is high and maximum product available.

61

5.1 SALIENT CONCLUSION AND FINDING FROM THE WORK:

1. Many outlet owner are known about the RED concept.

2. Some outlet owner are aware about the RED and followd the RED norms.

3. After registering under RED outlets Coca Cola product sells is increased.

62

4. Market developer and Salesman note able to reach the small shops located in the distant area.

Moreover there is improper handling of schemes as most of the retailer were not given

scheme as and provision of schemes from the company. Outdated and damaged units were

not replaced in considerably lesser time.

5. Market Developer role is very helpful for the company and the retailers. MD main work is to

fulfill the brand availability, activation and purity of visi cooler.

6. Some big shops located at strategically important places were not provided with

advertisement tools like stands and boards. Activation is very important for the retailers.

7. Visible cooler is very important in increasing sales. Some big shops located at strategically

good place were not provided with freeze ,which could have enhance the sales. At some

outlets the broken down freeze were not repaired.

8. During the observations it was found that response to schemes is according to expectations.

9. Coca cola is good service provider company in soft drink industry. In peak season supply of

goods were not up to the mark. This reflect the need of more salesman to cover each and

every possible outlets.

10. Coca cola packaging and branding is better as compared to other company.At some places

there were complain pertaining to taste and quality of there flavor of particular lot .

11. The retailers are satisfied with promotional activity of coca cola. Sales promotion is a very

effective tools for creating brand image of coca cola.The retailer feel that the promotional

activity should for longer period

12. Coupon and Scratch card is most effective promotional tool of the Coca Cola company.

13. Thums up and Coca Cola is the most preferred brand by the customer.

14. Price charged by the retailers depends upon the local area and the type of outlet where it is

sold.

63

Market share of coca cola is increased because of effective distribution channel and demand

of the consumers. Since in Lucknow and its surrounding area heat descends more as

compared to other parts of the states so obviously demand is more in this region. The

marketing activities are good but there are need of some more promotional activities

1. Coca cola has got far better position and giving the tough competition to its competitor

pepsi.

2. Almost all the age group of the consumer like coca cola different flavors.

3. Thumps-up is the leader in cola flavor.

.4.. Different retailers are adopting different promotional strategy according to the demand of

the different flavor.

5. Retailers are happy with all the promotional tools but the maximum number of retailer

like scratch card system.

6. The young generation is crazy about the coca cola and its various products because of its

sponsharship of different cricket tournament and bollywood stars .

RED helped in enhancing the overall appearance of the outlet along with increased sales.

Convenience for both retailer and the customer to sell and purchase the products respectively

64

LIMITATIONS OF THE PROJECT

1. I have done market survey only in the Peak season.

2. Two months were very less to know each and every aspect of marketing activities.

3. Respondents Covered by us could not give the accurate result it only provide some idea.

4. Transportation facility was not up to the mark.

5 Strike and road breaking was also the major problem.

65

6. This project. is carried out by a student so it is a student level project not a expert level.

7. Budget constraints were also there.

8. The project is conducted in Lucknow, so it is not possible to draw correct picture of

overall performance.

66

7.1 RECOMMENDATIONS

1. The executives should take the feed back about sales man from the retailers, which is

very necessary to improve the market.

2. Salesman's good interaction with the retailer is needed for increase in sales.

3. As the flavor and ingredients of cola in the market are similar and the most active

consumer is the young people, the production of coca cola should be diversified to meet

the different need of the consumers. It means it should be customer oriented.

67

4. Advertisement must be done properly especially in the rural area in local languages and

launch the special campaign.

5. Special gifts should be given to the owner or sales person in order to motivate them like

T-Shirts, Caps, and Umbrellas etc.

6. In many outlets it has not provided freezers despite the huge sales so this is causing

dissatisfaction among the retailers.

7. There was a lot of complain regarding the late delivery of carats in the outlets. It implies

it should strengthen its distribution channel in this region.

7.2 PROCEDURE FOR IMPLEMENTATION:

Pre-configured processes with clearly defined implementation scope – A streamlined

implementation strategy is necessary to minimize disruptions to the business while maximizing

enterprise-wide adoption. When a world-class solution tailored to the specific needs of the soft

drink industry is coupled with a rapid implementation approach, it can deliver immediate

business value, generating a high overall return on investment and a low total cost of ownership.

7.3 EXPECTED OUTCOM FROM THE RECOMMENDATION:

The reasons for decrease in sale of Coca cola:

less demanded by the consumer

weather condition

Events

The reasons for increase in sale of Coca Cola:

68

45% of outlets say that sales increase due to Taste & preference of consumers.

30% of outlets say that sales increase due to health consciousness among the consumer.

20% of outlets says that sales increase due to extra push of good for you category product

in the market.5% of outlets says, due to price increase in soft drinks.

69

Questionnaire

1. Outlet name:

2. Address :

3. Contact no. :

4. Outlet category:

1-Do you know about the concept of RED?

70

a) yes b) no

2-Are you aware of the norms under RED ?

a) yes b) no

3-Do you feel any effect on sale after registering under RED?

A)Significant

b)Less significant

c)No effect

4-Does Market Devloper visit to your shop?

a) yes b) no

5- Market Developer role is important for your outlet .

A) yes b) no

6.How much a visible cooler effect the sales of coke brands?

A)Significant

b)Less significant

c)No effect

7. How much the activation effect the sales?

a) Significant

b) Less significant

71

c) no effect

8. How much the availability of Coca Cola brands effects the sale of competitors

brands?

a) Significant

b) Less significant

c) No effect

9.Which brands preferd by the most customers?

A) Thums up

a) Sprite

b) Funta

10. Do you get the various schemes available?

a) Yes b) no

11. Are you satisfied with the service provided by the company?

a) yes b) no

12. Are there any issues against the assistance provided by the company? If yes ,

then specify?

13. Are you satisfied with the variety and packaging of products?

a) yes b) no

72

14. Do you need any kind of assistance?

……………………………………………………………………………….

……………………………………………………………………………….

15. Any Suggestions.

……………………………………………………………………………….

……………………………………………………………………………….

REFERENCES

Book reference:

1.Business Research Methods & Techniques by Naresh Malhotra

2.RED Project Guide( Book) Coca Cola company

3.Business Research Methods(ICMR)

4.MARKETING MANAGEMENT Philip Kotler

5.MARKETING RESEARCH C. R. Kothari

73

JOURNALS:

1. Business world

2. Business today

3. Business outlook

Website:

www.cocacola.com

www.cocacolaindia.com

www.wikipedia.com

www.google.com

Exhibits

74

http://www.google.com/

http://www.wikipedia.com/

http://www.cocacolaindia.com/

http://www.cocacola.com/

Coca-Cola

Open Happiness

75

THUMS UP

TASTE THE THUNDER

76

Fanta

(Go Bite)

77

Maaza

Maaza lao aam ki pyas bujhao

78

Sprite

(Seedhi Baat, No Bakwas?

80

ATIVATION THROUGH DISPLAY OF RACKS IN

OUTLETS

81

VISICOOLERS

82

THANK YOU

84

coca cola project report ravi (2)

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