PROJECT REPORT ON

RED ACTIVATION (RIGHT EXECUTION DAILY)

AT

HINDUSTAN BEVERAGE PVT LTD

SUBMITTED TO:

MAULIN PANDYA

SUBMITTED BY:

PALAK SHAH

(ST KABIR INSTITUTE OF PROFESSIONAL STUDIES)

Acknowledgement

I would like to thank the company Coca

Cola Pvt Ltd for providing me an opportunity for

working in the company. Working in the

company helped me to get familiar with the

business procedures. I would like to extend my

sincere regards

to Mr. Maulin Pandya(Sales Officer Coca Cola

Pvt Ltd) and Ms.Suman(ME Coca Cola Pvt

Ltd) for their full support and constant Guidance

in the course of my training. I would also like to

thank the supporting staff of Marketing

Department, for their help and cooperation

throughout my project.

I would also thank Prof. Rajiv Joshi for his

efforts and guidance. It was a fruitful

experience At Coca-Cola Pvt Ltd, Ahmedabad. I

shall always be inspired by all that I have

learned.

PREFACE

The summer training programs are designed to

give the practical knowledge of corporate world.

Training is usually meant for such vocations where

advanced theoretical knowledge is to be backed up

by practical experience on the job and it is because

of this reason that summer training programs are

designed. So, that the future manger must be ready

to take the future responsibilities.

It was exactly in this context that I was

privileged enough to join COCA-COLA PVT LTD. one

of the leader in beverage industry in the world. I

achieved lots of experience and confidence over the

past eight week which will help me to take the future

responsibility on my shoulder. During this period, I

was given the project on “RED ACTIVATION OF

COCA COLA PVT LTD”. In the training program I

had tried my level best to arrange the work in

systematic and chronological way.

This endeavor work shall provide the Coca Cola

Pvt Ltd, Marketing department, an idea about red

activation. Therefore I hope with all sincerity that this

work shall be of definite use to the organization.

DECLARATION

I, Palak Shah, that this project titled “ RED

ACTIVATION “ of Coca-Cola Pvt ltd Ahmedabad

is an original and authentic work done by me.

This project is being submitted I partial

fulfillment for award of degree of PGDM in

from St.Kabir Institute of Professional

Studies, Ahmedabad.

The content of this report is based on the

information Collected by me during my tenure

Coca Cola Pvt Ltd at Ahmedabad for two

months & eight days of training from 17th of

May to 16th July 2010.

Date: 17th July 2010

Signature

Place: Ahmedabad

Palak Shah

INDEX

SR

CONTENT PAGE NO.

NO.1 INTRODUCTION 72 RESEARCH PROPOSAL 93 BEVERAGE INDUSTRY IN

INDIA10

4 HISTORY OF SOFT DRINK IN INDIA

12

5 HISTORICAL BACKGROUND OF COCA –COLA

13

6 PRODUCT HIGHLIGHT 147 COCA-COLA PLANT AT

GOBLEJ20

8 DISTRIBUTION NETWORK 229 MISSION VISSION AND

VALUE25

10 RECENT EVENTS 2811 COMPETITORS 2912 MARKET EXECUTION 3113 RED 3214 SEGMENTATION MODEL 3315 OUTLET STRUCTURE OF

THE COCA COLA IN INDIA34

16 CONCEPT OF RED 3617 RESEARCH METHODOLGY 4118 DATA ANALYSIS 4219 PAKKA PROVISION 44

20

RED SCORE ANALYSIS 48

21 FINDINGS 55

22 SUGGESTION 5623 CONCLUSION 5724 LEARNINGS 5825 BIBILOGRAPHY 59

INTRODUCTION

Coca-Cola, the product that has given the world its best-known taste was born

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

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

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

syrups to bottling and canning operators, distributors, fountain retailers and fountain

wholesalers. The Company’s beverage products comprises of bottled and canned soft

drinks as well as concentrates, syrups and not-ready-to-drink powder products. In

addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-

Cola Company began building its global network in the 1920s. Now operating in more

than 200 countries and producing nearly 400 brands, the Coca-Cola system has

successfully applied a simple formula on a global scale: “Provide a moment of

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

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

sophisticated and pervasive production and distribution system in the world. More

than anything, that system is dedicated to people working long and hard to sell the

products manufactured by the Company. This unique worldwide system has made The

Coca-Cola Company the world’s premier soft drink enterprise. From Boston to

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

product, has brought pleasure to thirsty consumers around the globe. For more than

115 years, Coca-Cola has created a special moment of pleasure for hundreds of

millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes

this by working with its business partners to deliver satisfaction and value to

consumers through a worldwide system of superior brands and services, thus

increasing brand equity on a global basis. They aim at managing their business well

with people who are strongly committed to the Company values and culture and

providing an appropriately controlled environment, to meet business goals and

objectives. The associates of this Company jointly take responsibility to ensure

compliance with the framework of policies and protect the Company’s assets and

resources whilst limiting business risks.

The biz system of coca-cola in India directly employs approximately 6,000

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

wash procurement, supply and distribution system.

The vast Indian operations comprise 25 companies owned bottling operations &

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

also manufacturing a range of the product for company. On the distribution front, 10

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

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

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

the country.

RESEARCH PROPOSAL

OBJECTIVE OF THE STUDY:

1) To know the reason behind low RED (Right Execution Daily) score.

2) To know the availability of activation element in RED outlet.

3) To know the problem in the distribution of activation element.

4) To identify suitable activation element according to the outlet's location.

5) To know the impact of activation element on sell when keep it outside.

6) To know the impact of activation element on customer.

7) To help M.D. (Market Developer) in outlet activation.

SCOPE OF THE STUDY:1) The main scope of study is to understand the impact of S.G.A (Sells Generating

Assets) on sell.

2) To increase RED score of the outlet.

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

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

5) To analyze the work of the market developer.

6) RED helps to maintain the outlets in a well designed way to attract the

consumers.

BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an

industry, in which the players constantly innovate, in order to come up with better

products to gain more consumers and satisfy the existing consumers.

Fig.1:-Beverage Industry in India

BEVERAGE

ALCOHOLIC NON-ALCOHOLIC

CORBONATED NON- CORBONATED

COLA NON-COLA NON-COLA

The beverage industry is vast and there various ways of segmenting it, so as to

cater the right product to the right person. The different ways of segmenting it are as

follows:-

Alcoholic, Nonalcoholic and sports beverages.

Natural and synthetic beverages.

In home consumption and out of home on premises consumption.

Age wise segmentation i.e. beverages for kids and for adults, for senior

citizens.

Segmentation based on the amount of consumption i.e. high levels of

consumption and low level of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be

observed that consumer perceive beverages in two diff. ways i.e. beverages are a

luxury and that beverages have to be consumed occasionally. These two perceptions

are the biggest challenges faced by the beverage industry.

Four strong strategic elements to increase the consumption of the products of

the beverage industry in India are:-

The quality and the consistency of the beverages needs to be enhanced so

that consumers are satisfied and they enjoy consuming beverages.

The credibility and trust needs to be built so that there is a very strong and

safe feeling that the consumers have while consuming the beverages.

Consumer education is a must to bring out benefits of beverage consumption

whether in terms of health, taste, relaxation, refreshment.

Communication should be relevant and trendy so that consumers are able to

find an appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider

spread of distribution. It is important to look at the entire beverage market, as a big

opportunity, for brand and sells growth in turn to add up to the overall growth of the

food and beverage industry in the economy.

HISTORY OF SOFT DRINK IN INDIA

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

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

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

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

of soft drink in India, it was introduced in 1965. Coca- cola at the same time entered

the Indian mark t .and dominated the whole market. It faced no though competition

from the domestic market. Due to certain circumstances the Coca cola Company

discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India)

again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with

Parle export Pvt. Ltd., The Company was trying its best to regain prestige which it had

before. At present only Coca Cola and Pepsi Food are giving tough competition to

each other.

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

cola had a very good beginning in the Indian market and it hardly faced any

competition in India. The marketing people did not even require advertising Coca

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

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

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

battering confrontation with Coca-Cola. The Indian drink had a significant

opportunity in 1977 when Coca Cola decided to wind up its operation rather than

bowing to the government of India insistence of dilution of equity.

HISTORICAL BACKGROUND OF COCA COLA

Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and

restaurants in more than 200 countries. lt is produced by the Coca-cola Company

which is also often referred to as simply Coca cola or coke. Coke is one of the world’s

most recognizable and widely sold commercial brands; its major rival is Pepsi.

Originally intended as a patent medicine when it was invented in the 19th century,

Coca-cola was bought out by businessman Asa Griggs Candler, whose marketing

tactics led Coke to its dominance of the world soft drink market throughout the 20th

century.

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

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

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

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

Angelo Mariani's coca wine Mariani. '

PRODUCT HIGHLIGHT

COCA COLA:

The world's favorite drink. The world's most valuable brand. The most

recognizable word across the world after OK. Coca-Cola has a truly remarkable

heritage. From a humble beginning in 1886, it is now the flagship brand of the largest

manufacturer, marketer and distributor of nonalcoholic beverages in the world.

Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were

very popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the

campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it

India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the

country and this pricing initiative together with improved distribution ensured that all

brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various

celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath,

Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand

ambassadors are Aamir Khan and Hrithik Roshan.

GLASS PET CAN

200ml , 300 ml

600ml, 1.25L, 2L, 2.25L

330ml

ABOUT BRANDS

THUMS UP:

Thums up is a leading carbonated soft drink and most trusted brand in India.

Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company

in 1993.Thums Up is known for its strong, fizzy taste and its confident, mature and

uniquely masculine attitude.

GLASS PET CAN

200ml, 300ml 600ml, 1.25L, 2L,

2.25L,

330ml

LIMCA:

“Lime ‘n’ Lemoni” Limca, Derived from “nimbu” + “jaisa”.. Hence “lime sa”. Limca

has been lived up to its promise refreshment and has been the original thirst choice of

millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as

the No.1Sparkling Drink in the cloudy lemon segement.

GLASS PET CAN

200 ml,

300ml

600ml, 1.25lt, 2lt, 2.25lt 330ml

FANTA:

Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one

of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.

Over the Years Fanta has occupied a strong market place and is identified as "The Fun

Catalyst".Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting

taste and tingling bubbles taste that not just up lifts feelings but also helps free spirit

thus encouraging one to indulge in the moment. This positive imagery is associated

with happy, cheerful and special times with friends.

GLASS PET CAN

200ml,300ml 600ml, 1.2L, 2L, 2.25L 330ml

SPRITE:

Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190

countries. In India, Sprite was launched in year 1999 & today it grown to be

one of the fastest growing soft drinks, leading the clear lime category. Today Sprite is

perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for

a straight forward and honest attitude. It’s clear crisp refreshing taste encourages the

today’s youth to trust their instincts, influence them to be true to who they are and to

obey their thirst.

GLASS PET CAN

200m,300ml 600ml, 1.2L, 2L, 2.25L 330ml

MAZZA:

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit

juices and was available throughout the year. In 1993, Maaza was acquired by Coca-

Cola India. Maaza currently dominates the fruit category.

Over the year, brand Maaza has become synonymous with Mango. This has been the

result of such successful campaigns like ‘Taaza Mango, Maaza Mango” and “Botal

Mein Aam, Maaza hai Naam” consumers regard Maaza as wholesome, natural, fun

drink which delivers the real experience of fruit.

GLASS PET TETRA

PACK

200ml,

250ml

600 ml,

1.25lt

200 ml

MINUTE MAID PULPY ORANGE:

The brand launched in its internationally successful minute maid pulpy Orange “

avatar is a naturally refreshing juice drink which offers an Unmatched taste

experience to consumers due to the presence of real ‘orange pulp” This innovative

consumer proposition is best explained by The brand tagline “Refreshing orange,

surprisingly pulpy”.

PET

400ml, 1.25 ml

NIMBU FRESH:

The soft-drink major Hindustan Coca Cola Beverages (Coca-Cola India) is

considering to replace the imported lemon juice for its newly-launched Minute Maid

Nimbu Fresh lemon drink with a local variety, but not immediately.

The new product will come up in two packs - a 400ml bottle priced at Rs.15 and a

one-litre bottle at Rs.45. A company official told that the juice is imported from Israel

and the concentrate made at the company's Pune plant, and then sent toCoca-Cola

plants at Gangaikondan in Tamil Nadu and Chittoor in Andhra Pradesh.

PET

400ml, 1 lt

KINLEY:

Water a thirst quencher that refreshes, a life giving force that washes all the toxins

away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need

of life, the very sustenance of life, a celebration of life itself.

COCA COLA PLANT AT GOBLEJ

Situated at the peaceful environs of GOBLEJ just 30 km at keda district

have two RGB lines & one hot fill line. Capable of producing 55000 cases/days. The

world’s favorable soft drink is Ahmedabad’s favorable too; evident from the

phenomenal growth rate that coca-cola has achieved since its re-introduction in India.

PRODUCTION PROCESS CHART

The whole production process are showing in the below chart are shows how

raw material passes through different process and result in to the finished products.

REFINED SUGAR WATER TREATMENT

CARBON DIOXIDE SIMPLE SYRUP

DISTRIBUTION NETWORK

HCCBPL has a wide and well managed network of salesmen appointed for

taking up the responsibility of distribution of products to diverse parts of the cities.

The distribution channels are constructed in such a way that the demand of customers

is fulfilled at the right place and the right time when it is needed by them.

FILTRATION

CONCENTRATION

FINAL SYRUP

DE-CREATOR PROPORTIONER COOLER

FILLER CROWNER

FULL PRODUCTINSPECTION

PACKING

WARE-HOUSE

EMPTY BOTTELINDEPECTION

BOTTEL WASH

PRE-IN -FEEDINSPECTION

UNCASHERCASE CLEANING

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.

Manufacturing Plant

Sales and Distribution Operations

Distributors

Outlets

Outlets

DISTRIBUTION SYSTEM

Direct distribution:

In direct distribution, the bottling unit or the bottler partner has direct control over the

activities of sales, delivery, and merchandising and local account management at the

store level.

Indirect distribution:

In indirect distribution, an organization which is not part of the Coca-Cola system has

control on one or more of the distribution elements (Sales, delivery, merchandising

and local account management)

Merchandising:

Merchandising means communication with the consumer at the point of purchase to

convey product benefit, value and Quality. Sales people and delivery personnel both

have this responsibility. In certain locations special teams who go into business

locations to specifically merchandise our products.

MISSION, VISION AND VALUE

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

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

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

MISSION OF THE COCA COLA COMAPNY

Our mission declares our purpose as a company. It serves

as the standard against which we weigh our actions and

decisions. It is the foundation of our Manifesto.

To refresh the world in body, mind and spirit.

To inspire moments of optimism through our brands and our

actions.

To create value and make a difference everywhere we engage.

VISION OF THE COCA COLA COMPANY

To achieve sustainable growth, we have

established a vision with clear goals.

People: Being a great place to work where

people are inspired to be the best they can be

Portfolio: Being to the world a portfolio of

beverage brands that anticipate and satisfy

people’s desires and needs.

Partners: Nurturing a winning network of

partners and building mutual loyalty.

Planet : Being a responsible global citizen

that makes a difference.

Profit: Maximizing return to share owns

while being mindful of our overall

responsibilities.

VALUES OF THE COCA COLA COMPANY

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

And the company will live by; the values being:

o LEADERSHIP: The courage to shape a better future

o PASSION: Committed in heart and mind

o INTEGRITY: Be real

o ACCOUNTABILITY: If it is to be, it’s up to me

o COLLABORATION: Leverage collective genius

o INNOVATION: Seek, imagine, create, delight

o QUALITY: What we do, we do well

RECENT EVENTS

The Coca-Cola Marketing team at Ahmedabad as done some recent events in last

month. In WEST ZONE they come up with some concept of “ENJOY ZONE” at

Vaibhav Rest. & Choice Rest.

COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-

alcoholic beverage industry consisting of juices and soft drinks.

The key competitors in the industry are as follows:

Different Section

Coca Cola Pepsi

Cola Coke , Thums up Pepsi Lemon Limca , Sprite ,

Nimbu fresh7up , Moutain Dew , Nimbuzz

Orange Fanta Mrinda Mango Mazza Slice Water Kinley Aquafina Soda Kinley Lehar Juice Pulpy Orange Tropicana

PepsiCo:

The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company

never ends for the World's # 2, carbonated soft-drink maker. The company's soft

drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only

beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and

Aquafina water.

PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and

Coca-Cola hold together, a market share of 95% out of which 60.8% is held by Coca-

Cola and the rest belongs to Pepsi.

Dabur:

Dabur in India, is one of the most trusted brands as it has been operating ever

since times and people have laid all their trust in the Company and the products of the

Company. Apart from food products, Dabur has introduced into the market Real Juice

which is packaged fresh fruit juice. These products give a strong competition to

Maaza and the latest product Minute Maid Pulpy Orange.

MARKET EXECUTION

“Execution of market means placement of company products at the sales counter with

appropriate activation elements.”

In the above definition the term placement and marketing elements are very

important. Placement in market execution is entirely different from marketing. In

marketing placing a product holds a much broad meaning while in market execution it

refers to putting the products to those sales counters where the probability of its

market acceptability is very high. Right placement of product ensures its availability

to the target customers in one hand while on other it provides the company fair

expected sales.

Marketing elements now a days are signifying their place day by day, by getting

popular among the retailers and distributors marketing elements means those

marketing material, that helps the retailers to display the product and look wise attract

the busy and hurried customer to pick out few seconds to look at them and thus

getting noticed for example Tabletop, Flanges, Posters, Bottle stands etc.

Providing marketing elements helps the products in one or more ways. At the

time of execution one has to looks both prospective customers as well as retailers.

When you put a product at any sells counter the retailer at the store level want the

product to be advertise so customer visiting the outlet will notice and buy. Thus it

helps to motivate the retailer to push the product towards customers and attract the

local customer to try the product i.e. product getting sold. Coca Cola use RED (Right

Execution Daily) for market execution all over India. NDPL also follow RED

guideline for market execution. Coca cola has hired world renowned marketing

research firm A.C Nielson One of the best survey company for the inspection of

market execution i.e. RED survey. It holds great importance in the market execution

of coca cola India since it is a tool that CCI uses to check the working of FOBO.

RED (Right Execution Daily)

What Is RED?

“RED (Right Execution Daily) is defined as a tool to measure the performance of the

distributor in the outlet by setting up some standard or parameter of execution.” RED

is the survey method that company started in 2007. It adds value to customers and

consumers through “Excellence in Execution” at the point of sale. A monthly report

on RED is send to Hindustan Coca- Cola Beverages Private Limited.

What does RED Do?

Firstly, check the visi-cooler management.

Secondly, check the availability of the product in the outlet.

Lastly, check the activation in the outlet.

These all the check Market Developer in daily routine. He check the 25 outlet in a day

and make the report out of 100 score.

Score tracking is following:-

Visi-cooler = 30

Availability = 50

Activation = 20

SEGMANTATION MODEL

Outlet Structure of the Coca Cola in India

The outlets can be classified as per three criteria:

Consumption Pattern

Volume Pattern

Shoppers Profile

SEGEMENT

A) E & D

B) Convenience

C) Grocery

A) E & D : –

Those outlets where people visit to ear of drink are known and eating and drinking

outlets. Such as Restaurants and Hotels, Dhabas.

B) Convenience : –

Convenience outlets ate those outlets where people visit regularly for various

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

C) Grocery : –

Those outlets where people visit to purchase food grains and any of such things for

future consumption and called as Grocery shops.

Based on Volume Pattern

According to the volume sale in the outlets the company has adopted a unique policy

of categorizing the outlets in four different segments such as:

DIAMOND

GOLD

SILVER

BRONZE

DIAMOND

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

carats.

GOLD

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

SILVER

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

carats.

BRONZE

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

RED: A RIGHT EXECUTION DAILY

1) CONCEPT OF RED:

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

Group has been working on RED i.e.Right Execution Daily Since FEB 2006.

Coca Cola Company believes that its success depends on their ability to connect with

consumer by providing them with a wide variety of choices to meet their desire, needs

and lifestyles choices, company success further depends on the ability of their people

by execute effectively every day.

2) MEET COCA COLA CUSTOMER:

Worldwide the coca cola company is no.1 in sales of sparkling Beverages & juices

Drink, as well as no. 2 in sales of soft Drink & no 3 in sales of Bottled Water. It’s our

customers that are largely responsible for this unrelenting success.

Who are the customers?

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

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

among others.

What do they do!

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

products at a rate of 1.5 billion servings a day.

Why is their role important?

Coca cola customers make it possible for consumer & shoppers in local communities

around the world to purchase & its broad purchase & enjoy its broad portfolio of

quality beverages.

1. Market segmentation under RED.

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

outlet volume and locality income.

Number of shoppers or consumer in the given universe.

Coca cola attract the population by executing the following activities.

Bringing the cooler at the entrance.

Fixing the standee, sign at the entrance.

Fixing the combo Board at the entrance.

How coca cola induce for the event?

BY putting cooler in prime position.

By keeping the cooler pure & clean.

By doing Rack Display.

By fixing combo Board.

By doing Table activation.

Counter Top Display.

Outlet Activation According to RED (Right

Execution daily)

RED (Right Execution Daily)

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

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

will take first place after that Coco Cola , Sprite or Limca , Fanta, Maaza, Kinley and

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

Activation - Activation means doing things in and around the coke outlet that triggers

Consumption / Purchase of Coca-Cola Products.

The important parts of activation are:

Placement of visi cooler at spot location Availability of the products.

Right location of display racers

Impactful Communication of price message

The visicooler standards of all the channels

Low Medium High

Diamond 20c/s 20c/s 20c/s

Gold 7c/s 9c/s 9c/s

Silver 4c/s 4c/s 7c/s

Bronze Ice Box Ice Box Ice Box

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

Nielsen (a consultant) every month. The report is called as to create the Red Report

A.C. Nielsen asks a set of question from the retailers which are as

follows:

Related to Visicooler:

Is Cooler in the Hot Spot Location?

Does it have all the products of Coca-Cola available?

Is the display of the Coca-Cola display of the products?

Is coler working properly?

Is the cooler pure?

Related to Price Communication:

Is there proper price display of the products?

Related to product availability:

All the brands should be present in the every distribution channel but main concern is

that 300 ml should be present in the every channel and 600 ml and 1.5 liters per

bottles should be present in the Eating and. drinking, convenience and Grocery shop.

RESEARCH METHODOLGY

The methodology used to analyze the project is mainly based on survey method

and this survey includes direct contact with grocery, retailer, and convenience store,

eating and drinking.

The sample collected from 232 outlet of EAST and WEST which includes Grocery,

Convenience and Eating & Drinking and 162 outlets visited for the ‘Pakka Provision’.

Research design:

A research design is purely and simply the work or plan for a study that guides the

collection and analysis of the data. I have chosen descriptive research design for

study.

Sample Design: Non random sampling

Area of Study:

I visited the routs with the MD or Sales executive or with the Company’s and

distributor’s vehicle where they supply the products. There I observed the display

norms for outlets in all route & each type of outlet. Every morning I went to one

corresponding route & observed all techniques of selling product to retailers also try

to know the mentality of the consumers and retailers.

EAST ZONE WEST ZONEManinagar GurukulKankaria BodakdevLal Darvaja VejalpurGheekanta Sola RoadKhanpur BopalMirzapur Thaltej GamRatanpole Gathlodiya

Sources of Data Collection

The data are collected from primary and secondary sources.

PRIMARY SOURCES

Direct interview with Grocery outlet, Convenience store, E&D.

SECONDARY SOURCES

1) Internet Sites :

www.Coca-Cola.com,

www.wikipedia.com,

www.coca-colaindia.com

LIMITATIONS

Although all efforts have been taken to make the results of survey as accurate as

possible but the survey suffers from the following limitations:

1) The time period of study was only for two month so it was not possible to cover

all the areas and go into the depth of the problem and make analysis.

2) The area of survey was Ahmedabad and it was concentrated on EAST & WEST

areas only.

DATA ANALYSIS

Market Share Performance:

INTERPRETION:

From the graph it can be said that COCA- COLA has more share as compared

to PEPSI i.e coca cola has covered 58.2% approx. of the market in Gujarat. It

indicates that people prefer more Coca-Cola brands rather than Pepsi brands.

However this happens because of the loyalty towards the brand.

Gujarat

Ahmedabad:

INTERPRETION:

It indicates that in Ahmedabad also Coca-Cola is the major leader in Soft Drink

Market as compared to its major competitor PEPSICO. We can say that Coca-cola

grabs around 60.5 %( approx.) Of market which is 48% higher than PEPSI. The

reason behind this growth is their availability of the outlets in nearby areas of

Ahmedabad. For eg.: In Maninagar out of 100 outlets 93 outlets are of Coca-cola and

the reaminging are of PEPSI. However it has been observed that pepsi is also

available in these 93 outlets but their availability is less as compared to Coca-cola.

New Scheme: PAKKA PROVISION

This scheme has been introduced only for WEST Zone grocery stores for a

period of 1month i.e. from 1st June to 30th June. In this the dealers who have got

registered their names are given the advantage by giving them a discount coupon of

Rs. 250/-.

Conditions

However there are certain conditions for dealers under this scheme which is as

follows:

The outlet should have the Coca-cola rack with header in display and also the price

tag of coca-cola.

The rack should be 100% pure and charged.

The dealer has to order minimum 6 C’s alongwith 2packs of 1.25Ltr and 2Ltr of PET.

And these outlets are to be inspected and if any above conditions are not fulfilled then

the dealer is not given the advantage of this scheme.

WHY PAKKA PROVISION ?

INTERPRETATION:

As the graph indicates that in case of grocery stores, PEPSICO has more shares.

However grocery is the Biggest Potential Channel for A’bad city. It is necessary for

the company to Focus on Maximum Availability & Effective service to Grocery

Outlets. So in order to cover the market of grocery stores the company has introduced

this scheme- “Pakka Provision”.

Grocery

Advantage taken by the No. of outlets in WEST ZONE:

Target SE

Outlet Enrolled

Volume

1.25Ltr

2Ltr

Total in June'10

Keyur Shah

43 31131683

4796

Harshil Bhatia

32 18151015

2830

Nirav Parmar 74 2493

1029

3522

Nidhi Palliwal

33 1642 896 2538

Total :- 182 90634623

13686

The implementation of this scheme has helped the company in increasing the visibility

and merchandising of the products in grocery outlets.

Sales Executives Working in WEST A’BAD

SE NAME OUTLET RACK PRESENT

RACK NOT PRESENT

Harshil Bhartia

32 25 7

Nirav Parmar 74 40 29Nidhi Palliwal

33 29 4

Keyur Shah 43 15 18

Harshil Nirav Nidhi Keyur0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

74%

54%

88%

35%

21%

39%

12%

42% Rack Present

Rack Not present

INTERPRETATION:

From the above graph we can say that in the areas like drive-in-road, bodakdev, thaltej

gam, bopal the visibility of the Coca-cola product has been increased due to this

scheme.

RED SCORE ANALYSIS

DISTRUBUTIONS OF SCORE FOR OUTLETS:

1) E&D 1Required Elements and their

Any 1 of Following :

Shelf Display/Cooler Top Display

Rack 50% Charged & 100% pure

Visi – Cooler @ Prime Location

GSB / Flange / Standee – 5 PTS

Price Sticker – 5 PTS

2) E&D 2

Required Elements and their points

Combo Board - 10 Pts

Menu (at least 5) - 5 Pts

Menu Board - 10 Pts(LOW)

OR

GSB/Flange/Standee(Any 1) - 5 Pts (High)

Price Sticker - 5 Pts (High)

3) Grocery

Required Elements and their points

GSB / Flex / Road Standee - 3 Pts

Price Sticker – 5 Pts

Rack with Header – 1 Pts

Pure & Charged – 6 Pts

7 PTS

5 PTS

25 PTS

EAST ZONE ACTIVATION

The no. of outlets total score which I visited only:

Area

Total Score

Activation Score

Maninagar

690 620

ladarvaja

425 320

Mirzapur

320 235

kankaria

360 305

Maninagar ladarvaja Mirzapur kankaria0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%89.86%

75.29% 74.44%84.72%

Activation Score

Activation Score

INTERPRETATION:

From the above graph it can be said that Maninagar has highest activation

score for Coco-Cola in East Ahmedabad. It means that the dealers in Maninagar area

help the company by displaying the activation element in proper place. Ultimately it

becomes profitable to the dealers also.

PURITY LEVEL OF VISI COOLER AT EAST ZONE:

AREA

TOTAL OUTLET

PURITY OF VISI COOLER

IMPURE OF VISICOOLER

Maninagar 46 40 6ladarvaja 23 19 4Mirzapur 20 17 3kankaria 24 23 1

Maninagar ladarvaja Mirzapur kankaria0

10

20

30

40

50

60

70

80

90

100 86.95 83 8595.8

13.04 17.39 15

4.17

PURITY LEVEL

PURITY LEVELIMPURITY LEVEL

INTERPRETATION:

From the graph it can be interpret that the dealers of Ladarvaja

keep more of other brand products rather than coca-cola products. This happens

because of the less availability of the stock at the outlets. So for the company it is

necessary to focus on the areas where the purity level of visi cooler is less by

providing them the regular supply of the products.

TOTAL RED Score at In Direct Market

(EAST ZONE):

INTERPRETATION:

It indicates that the activation and visicoolers have reduced in June,10 and it has

affected RED Score. So in order to increase the activation and the services for

visicoolers, the company has to take some steps to increase its element for

improvement in the RED Score.

WEST ZONE ACTIVATION

The no. of outlets total score which I visited only:

Area

Total Score

Activation Score

Gurkul 450 397Bodakdev 525 420VeJalpur 255 160Thaltej 135 115Changlodiya 420 285

Gurkul Bodakdev VeJalpur Thaltej Changlodiya 0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%88%

80%

63%

85%

68%

ACTIVATION SCORE

ACTIVATION SCORE

INTERPRETATION:

From the above graph we can says that Guurkul has highest activation

score for Coco-Cola in West Ahmedabad.

PURITY LEVEL OF VISI COOLER AT WEST ZONE:

AREA

TOTAL OUTLET

PURITY OF VISI COOLER

IMPURE OF VISI COOLER

GURUKUL 30 24 6BODAKDEV 35 30 5VEJALPUR 17 9 8THALTEJ 9 6 3CHANDLODIYA 28 15 13

INTERPRETATION:

Here In case of Vejalpur and Chandlodiya the dealers are not regularly order the

Coco-Cola products because of the local brands are more prefer by the customers in

that areas. Due to this the impurity level of visi cooler is high.

So to increase the purity level the company as increase the availability of the

products in this areas.

TOTAL RED SCORE AT DIRECT MARKET

(WEST ZONE):

INTERPRETATION:

In this graph it shows that as compared to East zone, the activation and

services of visicoolers has increased in West Zone which results into an increase in

RED score. This leads to profitability for the company.

FINDINGS

87.6% of visited outlet in East Area, visi cooler are pure i.e. in visi cooler only the

product of Coca cola are placed and only 12.38% of outlets don’t keep visi cooler

pure.

In West Area 70.5% of visited outlet, visi cooler are pure i.e. in visi cooler only

the product of Coca cola are placed and 29.4% of outlets don’t keep visi cooler pure.

Thums up is the most selling brand of the company.

The RED score is more in the WEST Zone is 69.14%, as compared to the EAST Zone

i.e. 65.96%.

Some activation things like racks and hanger are not enough in Chandlodiya market.

Coca-Cola RED concept is very effective, it ensure the availability of products and

activation on outlets.

In both of Gujarat & Ahmedabad the market share is more than its competitors i.e.

58.2% and 60.5%.

Company is facing competition with local brands like RC Cola, kashmiri Soda, Pipper

etc are found in some areas like Vejalpur, Thaltej gam, Rantpole. They are providing

same products with low quality in low rates.

SUGGESTION

The MD must visit all RED outlets where the activation elements are missing and it

must be activated immediately.

All the MD needs to visit all the red outlets regularly to keep the visi cooler pure.

Prime position of visi cooler enhances the visibility of the product which help

consumer to choose the product and sometimes it influences the customers to switch

over from similar product.

MDs and sales men should be given some more powers of decision making. For

example they can make their own strategy of marketing according to situation of their

territory.

Retailer in some area revealed that they are not getting schemes i.e. distributors are

not providing schemes properly.

Company should be implement the customers suggestions and complaints about

products, service policies, price changes, advertising companies etc.

CONCLUSION

Coca-Cola is the leading soft drink brand in AHMEDABAD region & most selling

brand in the region is Thumps Up, Sprite and Maaza.

Prime position of Visi-cooler outside the outlet plays an important role in the selection

of the soft drink by customer.

Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand

plays a major role in increasing sell of the soft drink.

Supply of product as well as stock keeping unit is not up to the mark in some areas

like Ladarvaja,Rantpole,Thaltej gam.

Company should work out early on their complaints regarding to visi cooler,

Availability of visi cooler in the outlets should be increase so that sale could increase.

In last I like to conclude that Pepsi is far away from the Coco-Cola in the competition.

LEARNING

During the Summer Internship program from 16 th May to 17th July, 10 at Coco-Cola

Pvt ltd, Ahmedabad, I got good experience and learnings in Marketing and also to

know about the corporate world. This experience will help me in future to how to

work in a corporate world. Following are the learnings.

About the new schemes of the company, and how to deal with the dealers.

Learned how to increase the product visibility in the outlet.

Also learned how the order is communicated through the Blackberry phone to the

main branch.

I also came to know the production process of the Coco-Cola company.

I also gain some knowledge on Element Making.

Through survey I also learn about the points which are to be taken into consideration

before launching a new product or new scheme in market.

BIBILOGRAPHY

1) http://www.coca-colaindia.com/

2) http://www.quickmba.com/

3) http://www.coca-cola.com/

4) www. coca - cola store.com/

5) http://www.worldofcoca-cola.com/