AMRIT BOTTLERS PVT. LTD.

AUTHORISED BOTTLER OF COCA-COLA CO.

PROJECT REPORT
ON

Execution Mapping in RED (Right Execution Daily)

A report submitted towards the partial fulfillment of the requirements

of the two years full-time of Post graduate diploma in management course.

UNDER GUIDANCE OF:

Mr. Aswani Singh
(Astt.H,R.Manager)

SUBMITTED BY:

SUNIL KUMAR SINGH

PGDM (2009-11)

ENROLL NO. -209249

SHIVA INSTITUTE OF MANAGEMENT STUDIES,

APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA)

364-365, PANDAV NAGAR INDUSTRIAL AREA

 GHAZIABAD-201001

BONAFIDE CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Sunil Kumar Singh S/o Dwarika Singh is a bonafide
student of PGDM , Batch 2009-11, bearing Enrollment No. 209249 conducted by
Shiva Institute of Management Studies. The course is approved by All India Council
for Technical Education (AICTE) Ministry of HRD , Government of India.

for SHIVA INSTITUTE OF MANAGEMENT STUDIES

Dr. Shefali Gautam

Director

Dated :
 TABLE OF CONTENT

Acknowledgement.............................................................................................. 4

Preface...................................................................................................................5

Declaration............................................................................................................6

CHAPTER 1................................................................................7 - 25

Company profile

Introduction of company

History & development

Product & branding

Business plan model

Mission, vision and value

CHAPTER 2...................................................................................26 - 29

Competitor of coca cola

Customer

Organizational chart

CHAPTER 3...................................................................................30 - 36

Segmentation model

What is red account ?

Review of literature

3|Page
CHAPTER 4......................................................................................37 - 38

Objective of study

Scope of study

CHAPTER 5.........................................................................................39 - 43

Research methodology

Limitation

Observation

Problem

CHAPTER 6...........................................................................................44 - 54

Data analysis

Finding

Suggestion

CHAPTER 7...........................................................................................55 - 57

Conclusion

Recommendation

CHAPTER 8...........................................................................................58 - 62

Executive summary

Bibliography

Annexure

4|Page
 ACKNOWLEDGEMENT

I wish to express my gratitude to Amrit Bottlers Private Limited, management for giving
me an opportunity to be a part of their esteem organization and enhance my knowledge by
granting permission to do our summer training project under their guidance.

I am grateful to Mr. Vivek Singh (H.R. Manager), Mr. Aswani Singh

(Asst.H.R. Manager),Mr.Manish Khetpal (Area Sales Manager) my guide and Mr.Kamal
issarni (Ex. guide) for his invaluable guidance and cooperation during the course of the
project. He provided me with his assistance and support whenever needed that has been
instrumental in completion of this project.

The learning during the project was immense & invaluable. My

work basically included the study of various ways for developing marketing strategies for the
company. The present report is an amalgamation of my thoughts and my efforts to study the
various ways of developing the marketing strategies for the company. Further a detailed study
has been done in order to suggest the company the feasible strategies that would enhance its
market share.

SUNIL KUMAR SINGH

(SUMMER TRANEE)

5|Page
 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- one of the biggest
brand in beverages 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 to find out the “Execution mapping in Red-outlet of coca
cola”. 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 marketing department, an idea about market
condition. Therefore it hoped with all sincerity that this work shall be of definite use to the
organization.

6|Page
 DECLARATION

I will take pleasure in declaring that the project work that is undertaken by me 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 SHIVA INSTITUTE OF MANAGEMENT STUDIES,
GHAZIABAD.
The content of this report is based on the information collected by me

during my tenure at Amrit Bottler Pvt. Ltd. At Faizabad (U.P) for two months of training

from 2nd of May to 2nd July 2010.

SUNIL KUMAR SINGH

PGDM (2009-11)

ENROLL NO: 209249

7|Page
 Chapter 1

• Company profile
• Introduction of the company

• History & Development

• Company setup of Coca-cola India

• Product & Branding

• Business plan model

• Mission, Vision & Value

8|Page
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,

9|Page
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 mfg. a range of the
product for company. On the distribution front, 10 tone trucks, open-bay three wheelers that
can navigate the narrow alleyways of Indian cities, ensure that our product available in each
corner of the country.

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

10 | P a g e
 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 market 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.

11 | P a g e
 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 As a 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. '

12 | P a g e
 PRODUCT HIGHLIGHT

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 non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made significant investments
to ensure that the beverage is available to more' and more people, even in the remote and
inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten

years has captured the imagination of the nation, building strong associations with cricket, the
thriving cinema industry, music etc. Coca-Cola has been very strongly associated with

13 | P a g e
cricket, sponsoring the World Cup in 1996 and various other tournaments, including the
Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho
Ho Jay and Life ho to Aisi were very popular and had entered the youth's vocabulary. In
2002, Coca Cola launched the campaign "Thanda Mat lab Coca-Cola" which sky-rocketed the
brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5
across the country and this sprucing 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, 300ml 600ml, 1.2L, 2L, 2.25L, 6 330ml

14 | P a g e
Thumps Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thumps Up was acquired by The Coca-Cola Company in 1993.

Thumps Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass PET Can

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

15 | P a g e
 “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.1

Sparkling Drink in the cloudy lemon segment.

16 | P a g e
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

17 | P a g e
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. Its clear crisp refreshing taste encourages the
today’s youth to trust their instincts, influence them to be true to whom they are and to obey
their thirst.

Glass Pet Can

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

18 | P a g e
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 “Bottle Mein Aam,
Maaza hai Naam” consumers regard Maaza as wholesome, natural, fun drink which delivers
the real experience of fruit.

The current advertising of Maaza position it as an enabler of fun friendship moments between
moms and kids as moms trust the brand as the kids love its taste. The campaign builds on the
existing equity of the brand and delivers a relevant emotional benefit to the moms rightly
captured in the tagline “Yaari Dosti Taaza Maaza”.

Glass Tetra Mobile Pet

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

19 | P a g e
 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”. Minute maid Pulpy orange has
been made available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70
respectively.

MOBILE Pet
250ml,400ml 1.l

20 | P a g e
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.

The importance of water can never be understated Particularly in a nation such as India where
water governs the lives of the millions, be it as part of everyday rituals or as the monsoon
which gives life to the sub-continent.

Kinley water understands the importance and value of this life giving force. Kinley water thus
promises water that is as pure as it is meant to be. Water you can trust to be truly safe and
pure.

Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why
we introduced Kinley with reverse- osmosis along with the latest technology to ensure the
purity of our product. That’s why we go through rigorous testing procedures at each and
every location where Kinley is produced.
Because we believe that right to pure, Safe drinking water is fundamental. A universal need,
that cannot be left to chance.

21 | P a g e
 BUSINESS PLAN MODEL

DISTRIBUTION NETWORK
COCA-COLA INDIA 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.

Coca-Cola India
division, Manufactures
Gurgaon Concentrate, Beverage
base and Syrup

Regional Bottlers Manufactures finished

COBO/FOBO Bottles/Cans/Fountain
Syrup

Customers

Consumers

A typical distribution chain at COCA-COLA INDIA 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.

22 | P a g e
DISTRIBUTION ROUTES
The various routes formulated by COCA-COLA INDIA for distribution of products are as
follows:

• Key Accounts: The customers in this category collectively contribute a large chunk
of the total sales of the Company. It basically consists of organizations that buy large
quantities of a product in one single transaction. The Company provides goods to
these customers on credit, payments being made by them after a certain period of time
i.e. either a month of half a month.
Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

• Future Consumption: This route consists of outlets of Coca-Cola products,

wherein a considerable amount of stock is kept in order to use for future
consumption. The stock does not exhaust within a day or two, instead as and when
required stocks are stacked up by them so as to avoid shortage or non-availability of
the product.
Examples: Departmental stores, Super markets etc.

• Immediate Consumption: The outlets in this route are those which require stocks
on a daily basis. The stocks of products in these outlets are not stored for future use
instead, are exhausted on the same day and might run a little into the next day i.e.
the products are consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions etc.

• General: Under this route, all the outlets that come in a particular area or an area
along with its neighboring areas are catered to. The consumption period is not taken
into consideration in this particular route.

23 | P a g e
 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.

DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS

The Distribution process mainly consists of three departments:

• Distribution Department: It appoints distributors and establishes a distribution

network, processes approved sale orders and prepares invoices, arranges logistics and
ship products, co-ordinates with distributors for collections and monitors distribution
stocks and their set-up.

• Finance Department: It checks credit limits and approves sales orders in compliance
with the credit policy followed by the firm, records collections from distributors,
periodically reconciles outstanding balances from distributors, obtains balance
confirmation from distributors and follows up outstanding balances.
Shipping or Warehousing Department: It dispatches goods as per approved by order,
ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out
area and updates warehouse stock records in a timely manner.

24 | P a g e
MISSION, VISION AND VALUE:-
O
ur 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.

• OUR MISSION

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.

• OUR VISION

Our vision guides every aspect of our business by describing what we need to accomplish in
order to continue achieving sustainable growth.

People: Being a great place to work where people are inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
Partners: Nurturing a winning network of customers and suppliers, together we create
mutual, enduring value.

25 | P a g e
Planet: Being a responsible citizen that makes a difference by helping build and support
sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindful of our overall
responsibilities.

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

• 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

26 | P a g e
 Chapter 2

• Competitors to Coca-cola

• Customer

• Organizational

Chart

27 | P a g e
COMPETITORS TO COCA-COLA

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:

:

28 | P a g e
• 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.

29 | P a g e
 • Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals
with milk products, Baby foods and Chocolates. But the iced tea that is Nestea which
has been introduced into the market by Nestle provides a considerable amount of
competition to the products of the Company. Iced tea is one of the closest substitutes to
the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. The
flavored milk products also have become substitutes to the products of the company
due to growing health awareness among people.

• 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.

CUSTOMER

As coca cola has a wide range of products. Its customer also varies according to taste and
preference. Coca cola is also available in can of 330ml which targets the upper income class
and their sale is also confined in those particular places.

Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers have
choice for. Among the products of coca cola Thumps-up has lead the way with 45% of
market share Fanta stands third after Mirinda.

Coca Cola Company has wide range of customers that falls under the distribution channels of
marketing. Customers may be distributor, retailers to final customers, which are households.

30 | P a g e
 Chapter 3

• Segmentation Model

• What is red account?

31 | P a g e
• Review of literature

32 | P a g e
 SEGMANTATION MODEL

Chapter 3

• Production process

• Product range

• Pack profile

• Product

33 | P a g e
 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 (Eating and drinking)
B) Convenience
C) Grocery

A) E&D:–
Those outlets where people visit to ear of drink are known and eating and drinking
outlets. Such as Restaurants and Hotels, D hobs.

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

34 | P a g e
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 500 to 799 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:
Amrit bottler pvt.Ltd. Faizabad division has been working on RED i.e. Right Execution
Daily .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:

World wide the coca cola company is no.1 in sales of sparkling Beverages & juices
Drink, as well as no. 2 in sales of soft Drink & no 3 in sales of Bottled Water. It’s our
customers that are largely responsible for this unrelenting success.

35 | P a g e
 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 billions 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 induce for the incident?

• BY putting cooler in prime position.
• By keeping the cooler pure & clean.
• By doing Rack Display.
• By fixing combo Board.
• By doing Table activation.
• Counter Top Display.

36 | P a g e
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 . It means the set will
follow a particular brand order. Thumps-Up will take first place after t.4.at sprite or Limca ,
Fanta, Maaza and water or soda will take this RED also take care of the S.G.A ( Sells
Generating Assets)
Activation - Activation means doing things in and around the coke outlet that triggers
Consumption / Purchase of Coca-Cola Products.
The important parts of activation are:
 Placement of visicooler at I tot spot location Availability of the products.
 Right location of display racers
 Impactful Communication of price message
The visi cooler 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 me (a Trainee)
every month. I conduct a survey by visiting all the RED activated outlets and benchmarks it
on the prescribed Merchandising standards of RED. A monthly report is send to Amrit bottler
Private Limited.

To create the Red Report I ask a set of question from the retailers which are as follows:

37 | P a g e
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 in a standard such as sprite,
Thumps up, Maaza, Fanta and Limca",)

• Is cooler working properly?

• Is the cooler pure?

Related to Price Communication:

• Is there proper price display of the products?

Related to product availability:

• All the brands should be present in the every distribution channel but main concern is
that 300 ml should be present in the every channel and 600 m1 and 1.5 litters per
bottles should be present in the Eating and. drinking, convenience and Grocery shop.

REVIEW OF LITERATURE

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

sometimes information in a particular subject area within a certain time period.
A literature review can be just a simple summary of the sources, but it usually has an
organizational pattern and combines both summary and synthesis. A summary is a recap or
the important information of the source, but a synthesis is a re-organization, or a reshuffling,
of that information. It might give a new interpretation of old material or combine new with
old interpretations. Or it might trace the intellectual progression of the field, including major
debates. And depending on the situation, the literature review may evaluate the sources and
advise the reader on the most pertinent or relevant.
Purpose of review of Literature is to provide a backdrop of the present study. It is the context
to wfi1ch our present study can be referred to determine its relevance

38 | P a g e
 Chapter 4

• Objective of study

• Scope of study

39 | P a g e
 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 gape 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.

40 | P a g e
 Chapter-5

• Research Methodology

• Limitation

• Observation

• Problem

41 | P a g e
RESEARCH METHODOLGY

The methodology used to analyze the project is mainly based on survey method and this
survey was conducted through Questionnaires and it also include direct contact with grocery
retailer, convenience store, eating and drinking and consumer.
For survey sample size was taken from different location of Balrampur and it was coveted
with the help of market developer and key account manger of the Amrit bottler Private
Limited.
The sample collected from two hundred fifty outlet of; leach Grocery, Convenience and
Eating & Drinking. The number of interviewed was four hundred.

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

Sampling:
Sampling studies are becoming more and more popular in all types of mass study.
The result of sampling has attained a sufficiently high standard accuracy.

Sample Design: Non random sampling

Size of sample: 250

SOURCES OF DATA COLLECTION

The data are collected from primary and secondary sources.

 PRIMARY SOURCES

• Gather information through Questionnaire.

42 | P a g e
 • Direct interview with Grocery outlet, Convenience store, Eating and drinking
and consumer.

 SECONDARY SOURCES

1. Internet Sites - www.google.com,

www.Coca-Cola.com,

www.wikipedia.com,

www.coca-colaindia.com

2. Activation booklet of the coca-cola.

3. RED tracker of the market developer.

4. Magazines - Business World Management and Technology

43 | P a g e
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 Balrampur district and it was concentrated on urban area
only.

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

4) The training was carried on in the peak season so market developer was not so
supportive.

5) Some respondents left some of the questions unanswered either due to inability to
put a strain on mind or they did not know the answer.

Task & Responsibilities

1) To collect order from each and every outlet.
2) To check visi-cooler visbility with 100% purity.
3) To see soft drinks are arranged in Brand Order.

44 | P a g e
 4) To see every outlet has a proper dislay as per the norms.
5) To maintain proper visibility & ensure every outlet has visi-cooler in prime
locations.
6) To visit every outlet on regular basis.
7) To go every outlet and listen any problems in visi- cooler and soft drink to be
noted in complaint diary.
8) To see each and every outlet worked in better condition.
9) To ensure that every Market developer (M.D) fulfill terms and conditions with
visi-Cooler.
10) To see as a Market developer (M.D.) that all the outlets are ordering Coca cola
products if no then what are prime reasons

PROBLEM

1. Lack of pure visicooler .Purity level is low

2. Activation of pure visicooler to increase sales
3. During lean season there is lack of special offer to promote selling.
4. Availability standard in outlet is not according to terms and conditions of the
company.
5. There is number of unsatisfied red outlet with admission.
6. PepsiCo product is main competitor in market.
7. In most outlet kinley water and soda is least preferred brand.

45 | P a g e
46 | P a g e
 Chapter 6

• Data analysis

• Finding

• Suggestion

47 | P a g e
 DATA ANALYSIS AND FINDING

Questionnaire

Outlet Type : E & D Grocery Convenience

Outlet Owner : ……………………................ Location : …………………………..

MD Name. : …………………………………. Contact NO…………………………

ACTIVATION
1. Number of outlets needs activation elements?

Activated= 190 Not activated=60

48 | P a g e
 ACTIVATION
YES No

24%

76%

We can increase our sales when activation element like Table Top, Glow Shine Board,
Hanger; Road Stand, visi cooler, printed umbrella, banner and etc. at the outlets because
advertising is most important key for sales.

BRAND ORDER

2. Number of outlet following brand order?

Brand order-168 No Brand order-82

49 | P a g e
 BRANDORDER
YES No

33%

67%

Some outles are not following the brand order Display as coloj-k (Cola-Lemon-
Orange-Juice-Kinely) into stand or visi cooler so sales are affected because visibility
is that order is so much.

PURITY

3. Number of outlets having purity?

Pure- 172 Unpure-78

50 | P a g e
 PURITY
YES No

31%

69%

Whenever visi cooler will not be pure (All product from coca cola brand into visi cooler) then
customers focus will be other company’s products like PepsiCo and others and sales will be
down because “Jo dikhta hai wo bikta hai”

PRIME POSITION

4. Number of outlet located at prime position?

Prime position-167 No prime position-83

51 | P a g e
 PRIMEPOSITION
YES No

33%

67%

The factor of prime position of outlets are important for sales because when will any outlet be
not able for visiable to customer then they can’nt perchage because “Jo dikhta hai wo bikta
hai”.

TRADE CHANNEL

52 | P a g e
 5. Distribution of trade channel

Convenience- 206 Grocery- 16 E&D- 28

CHANNEL
CONVENIENCE GROCERY E& D

6% 11%

83%

E & D are those outlets where people visit to ear of drink are known and eating and drinking
outlets. Such as Restaurants and Hotels, D habas.

Convenience outlets ate those outlets where people visit regularly for various purposes like
stationary shop, S.T.D – Booth, Betel Shop and general Store.

Grocery is those outlets where people visit to purchase food grains and any of such things for
future consumption and called as Grocery shops.

53 | P a g e
 VISI COOLER

6. Distribution of Visi cooler in the market

2vc- 4, 4vc- 28, 7vc- 100, 9vc- 101, 11vc- 11, 20vc- 2, 30vc- 0

VISI COOLER
2vc 4vc 7vc 9vc 11vc 20vc 30vc

1% 2%
0%
4% 11%

41%

41%

Above graph is related to total visi cooler provided by the company in the market by 50%
deposit of cash of total value of visi cooler.

2 VC – 2 Caret capacitor
4 VC - 4 Caret capacitor
7 VC - 7 Caret capacitor
9 VC - 9 Caret capacitor and, 1 caret = 24 Bottle (200ml, 250ml or 300ml)
11 VC -11 Caret capacitor
20 VC -20 Caret capacitor
30 VC -30 Caret capacitor

54 | P a g e
 VPO (Volume per outlet) CLASS

7. Volume wise distribution

Diamond-57, Gold- 56, Silver- 135, Bronze- 2

VPOCLASS
DIAMOND GOLD SILVER BRONZE

1%

23%

54%
22%

(Total distribution of product by the company to the outlets)

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 500 to 799 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

55 | P a g e
 GOD (Glass order demand) REQURIED

8. Number of outlet need glass order demand.

God required- 231 No required- 24

GODREQUIRED
YES NO

9%

91%

91% outlets don’t have a sufficient number GOD (glass order demand) that can create stock
pile according to the visi coolers provided to them and 9% are those outlets which have
sufficient number of GOD. So company should provide sufficient no. of GOD so they could
stock according to sales and also visi cooler.

56 | P a g e
FINDINGS

o 76% outlet from the sample of 250 outlets which have sufficient activation
elements but remaining 24% outlets are not fully activated.

o In our study it is revealed that 67% from the selected outlet follow the Brand
Order COLOJ-K, but remaining 37%are not following the brand order.

o 69% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of
Coca cola are placed and 31% of outlets don’t keep visi cooler pure.

o 67% of visi cooler are at prime position where consumer can see our product
and choose as per there need.

o 83% outlets are convenience store, 11% are under the E&D and remain under
6% are glossary shop.

o 41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4% outlets
have 11vc, and few outlets have 2vc and 20vc.

o 54% market cover under the silver categories where as remaining 23%, 22%,
1% is under diamond, gold, and bronze respectively.

o 91% outlets don’t have a sufficient number GOD that they can create stock
pile according to the visi coolers provided to them and 9% are those outlets
which have sufficient number of GOD.

57 | P a g e
 SUGGESTION

 We must visit all RED outlets where the activation elements are missing and it must
be activated immediately.

 We must visit all those outlets and arrange the products according to COLOJ-K
(proper plannograming) where products are are not placed in the visi cooler according to
COLOJK.

 All the MD needs to visit all the red outlets regularly to keep the visi cooler pure to
enhance sales

 Prime position of visi cooler enhances the visibility of the product which help
consumer to choose the product and some times it influences the customers to switch over
from similar product.

 We need to put effort to increase the required number of GOD as per the visi cooler
size that they can keep three day stock to meet the demand.

58 | P a g e
 Chapter 7

• Conclusion

• Recommendation

59 | P a g e
 Conclusion

 As per sales Data Coca-Cola is the leading soft drink brand in Faizabad region &
most selling brand in the region is Thumps Up, Sprite and Maaza.

 According to most of the outlet owners the product which is seen is sold i.e. "Jo
Dikhta Hai Woh Bikta Hai".

 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 sales of the soft drink.

 Fill Rates of top moving SKU( Stock keeping units ) need to maintained.

60 | P a g e
 Recommendation

We can sum the recommendations in brief as follows:

• Aggressive Marketing

• Regular visit to distributors

• Sales promotion and advertising to be made more frequent for brand building.

• Communications should be improved. Fulfill the Demand of product by

company. In the field’s sales situation. Sales persons work independently and
away from the office.

• Good communication requires interaction between those preparing and those

receiving reports. A good sales reporting system provides both for
communication from the field to office and form office to the field.

Sales reports provide data for evaluating performance.

• Company should make plans for better performance to the sales man.

• Company should be implementing the customer’s suggestions and complaints

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

• Company should gather information of competitor’s activities. Transportation

confers time utility and place utility to the product. It determines the

61 | P a g e
 company’s customer service; it has also crucial bearing on the other elements
of physical distribution and marketing.

Chapter 8

• Executive summary

• Bibliography

62 | P a g e
 • Annexure

EXECUTIVE SUMMARY

Over the last few years hundreds of companies have greatly improved their performance &the
graph of growth through superior sales promotion services. Today many companies are
building on these foundations and are tuning their products in Soft drink segment into a
formidable competitive weapon. Sales Promotion services have become a subject of huge
interest in recent years.
Sales Promotion Services is growing because:
 In the face of ever increasing competition in organizations feel it is important to build
reliable & sustainable processes with focus on strong relationships with customers.

 Significant revenue & profit gains can be made from successful Sales Promotion
Activities that improve efficiency & help serve customers better & faster.

63 | P a g e
The different distribution channels are as follows:"
1. Eating & Drinking 2. Convenience 3. Grocery

 Activation is the key part of coca-cola marketing strategy

 Company believes that soft drink sell is not a planned sell it's a impulse buying, and
activation create impulse for buying

 For improvement of Coca-cola market, a proper research work has done.

Sales Promotion Strategies are offering new & better ways of addressing industries
objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to
increase the sales of the soft drink.

64 | P a g e
 BIBILOGRAPHY

Reference:

Books Authors
Marketing Research : Naresh Malhotra
Marketing Management : Philip Kotler
Research Methodology : C. R. Kothari

Websites :
www.quickmba.com
www.indiacom.com
www.yellowpages.com
www.coca-colaindia.com

65 | P a g e
 ANNEXURE
Questionnaire

Outlet Type: E&D Grocery Convenience

Outlet Name: ……………………................ Location: …………………………..

MD Name………………………………

1. Visi cooler size ?

a. 4 VC d. 11 VC

b. 7 VC e. 20 VC

c. 9 VC f. 30 VC

2. VPO class ?

a. Bronze c. Silver

b. Gold d. Diamond

3. Location of SGA?

i. Prime

a. Yes

b. No

66 | P a g e
4. Brand order

a. Yes

b. No

5. Purity?

a. Yes

b. No

6. Activation element available?

a. Yes

b. No

7. Number of god?

………………………………….

67 | P a g e
8. per day selling?

…………………………………

9. Do you agree that RED helps in “Developing a better market by developing an outlet”?

a. Yes

b. No

10. Our Comment on RED

…..................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
......................................................................................................................

68 | P a g e
3