RED PROJECTOF

HINDUSTAN COCA COLA BEVERAGES PRIVATE LTD

Presented by: Poornima Gupta(11pgdm067)

COMPANY PROFILE • This story begins in Atlanta, Georgia on May 8, 1886, when a

pharmacist called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the first two ingredients and the same distinctive script he wrote it in is the same logo they use To this day.

TYPES OF PRODUCT PRODUCED

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

• Coca-cola: 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.

• 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.

• 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.

• Fanta: FANTA ORNAGE, It is orange flavor & preferred by Children & Women. • 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. • Kinley soda: This is a soda drink. It has no color and no flavor. It is generally used with

alcohol and used by adults. • Sprite: Sprite is a good product at cola and contains at lemon flavor. And

preferred by all age of people. • Kinley water: Kinley water is a fresh and mineral water and market competitor of Bisleri

and Aquafina. • Minute maid: In Minute maid pulply orange cold drink no gas only based on orange

juice. It is a non-aerated soft drink and market competitor of Tropicana Twister.

RED PROJECT(Right Execution Daily)

• Coca-Cola’s “Right Execution Daily”(R.E.D.) program includes proper execution of visicoolers, availability, and activation of products in the outlets. For it’s sales promotion coca-cola company provided “VISICOOLARS”(kind of see through refrigerators) to the outlets, which sell coca-cola products. Besides that these outlets are also provided with “ACTIVATION” products including bottle hangers, flanges, signboards, bottle hanging racks, menu boards for food joints etc.

• Coca-Cola also mined the “AVAILABILITY” of coca-cola products in the outlets.

OBJECTIVES OF RED

• Examine the R.E.D. outlets of a particular area, give scores to them with the help R.E.D. scoring sheet provided by the company.

• To see where and why R.E.D. scores are low.• To work for the improvisation of R.E.D. scores with the

assistance of Market Developer of the area.• Check and insure the availability if the coca-cola products in

the outlets.• Sales promotion also includes in the project given to us.• Find loopholes and provide suggestions to concern authority.• To learn the role of agencies in distribution process.

RED PARAMETERS 2012

• Visi Cooler : 20 %

• Availability : 70 %

• Activation : 10 %

RED CONCEPT

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

For the survey of R.E.D., Company had hired the person from A.C. NIELSON one of the best survey company. This survey gets done once in a month. R.E.D is the set of norms divided into outlet wise.

• About the RED survey: *The survey named as R.E.D. (RIGHT EXECUTION DAILY). *The survey has been conducted to check the cooler

management, availability of products & activation of coca-cola in various outlets.

The survey was based on three topics:

• *Firstly, I have to check the cooler management i.e. the cooler that was provided by the company to the customer, are properly managed/working or not. And lastly the most important aspect of cooler management was the brand order.

• *Secondly, I have to check the availability of the product i.e. whether the product is available to the customer or not.

• *Lastly, I have to check the activation, which is a very important because activation helps to boost the sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo boards. Mostly combo boards are given to the E&D outlets. And is very helpful in attracting the customers. Rack with header is provided to the Grocery outlets, which should be fully charged.

• Right Execution Daily (R.E.D) is the diversification of outlets as Channel, Outlet volume, and Income class.

METHOD OF DATA COLLECTION

• Designing the Model: - To collect the data from outlets, a model was designed

keeping the objective of the study in mind. • Sample size: - For the project a sample size of 315 outlets was taken into the

consideration for the comprehensive and consolidated study. Sample size of 315 dealers was considered sufficient for the analysis of data. The composition of sample size of 315 dealers as Follows:

1)Activation Model:

This model will help me to understand what percentage of activation is successful on each parameter of activation. Parameters are:

*) GSB (Glow Sign Board)/Flex *) Price tag *) Shelf *) MMM (Minute made mango fresh) *) MMNF (Minute made nimbo fresh) On each shop I have checked the availability of all the above things.

On the basis of collected data I can make pie chart which will show the percentage of presence and absence of each parameter separately.

59%

41%

GSB/Flexyes no

47%

53%

Price Tagyes no

60%

40%

Shelfyes no

2%

98%

MMMyes no

25%

75%

MMNFyes no

2)Sales Model:

• This model helped me to understand that is there

any significance difference in selling of bottles before and after RED activation on each shop.

I have used two variable i.e. *) Presale: - Total number of bottles sold on each

shop before RED activation. *) Postsale: - Total number of bottles sold on each

shop after RED activation.

FINDINGS:

• Availability of GSB/Flex is satisfactory but the availability of price tag, shelf, MMM, MMNF is below 50%.

• Significant value is less than .05 so we reject the null hypothesis. It means that there is significant difference in the sale before and after RED . Mean of sale after RED is more than mean of sale before RED. This shows that there is good impact of RED on sales.

• 60-70% Grocery outlets having excellent cooler management, proper availability of product and activation scheme.

• Refrigerators repairing process is very time consuming.• Retailers are usually sceptical about the schemes.• Most of the shops have visi cooler.

• Less demand of MMMF and MMN.• Products are selling above MRP.• Shortage of products in outlets.• Shops situated in inside areas are unable to get the

products. • There is communication gap between retailer and

sales officer.• Company sales executive should inspect the market

time to time while they do not take interest so that some retailers are unsatisfied with company.

SUGGESTIONS AND RECOMMENDATION

• For building the harmonious relations with retailers the company should organize a get together of retailers areas wise in a year. It will not only result in inculcating a feeling of belongingness to wards the company, but the company will also be benefited getting right king of feedback from them.

• The company should also keep a watch on properly display of as sets provided by the company to retailers.

• The company should ensure timely and continuous supply of stuff to dealers. So that they can smoothly supply if further to retailers. It was seen that stuff in general and flavour in particular remains in short during the seasons.

• The company should also keep a watch on sales man. Discount scheme and other sales promotional scheme often go into their pocket. Company should also try to check the nexus between sales man and fat deals. Salesman does not give receipt of sale to retailers who take the stuff from company’s vehicle. They add it into the sale of fat-dealers. The salesman also uses the company’s vehicle in unloading the stuff to those retailers who are making the stuff from fat dealers.

• The company should try to improve the refrigerators repairing process as early as possible.

• The sales executive should try to avoid making false commitments for relishing short-term goals.

• We should provide enhanced ad for other new launder for the awareness of customer. We should provide attention display scheme. Discount should be given to dealers if they purchase crates in large quantities.

• Number of hoardings should be increased. • Florescent boards displaying location and their distances on

road should be used having Coca-Cola written on them. • Provide visi coolor to the shopkeeper instead of chest coolor.• Market Developers should fill RED tracker Honestly. • Area sales manager should do surprise visit to the outlets

ones in a month to check the actual status of the outlets.

LIMITATIONS

• 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.

• The psychological condition varies from place to place because in many places outlet owner was not supportive.

• The training was carried on in the peak season so market developer was unable to give complete support.

OVERALL EXPERIENNC

My experience of working with HCCBPL was great. I did lots of things as market developer like survey of coca cola outlets, merchandising of vici coolers which included:

• Making the visi cooler pure.• Arrangements of bottles in brand order.• Checking the availability of products.• Doing promotional activities like tagging the danglers and

hanging the banners in outlets.

• I have gained lots of marketing experience like how to deal with customers, different types of marketing and promotional strategies used by company.

• While working in market I have gained the practical knowledge of workings and actual position of company in particular area of Varanasi.

• This experience of working will help me a lot in my future.

THANK YOU