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 Coca-cola, the product that has given the world its best-known
taste was born in Atlanta, Georgia, on May 8, 1886.
 The Coca-Cola Company was originally established as the J. S.
Pemberton Medicine Company, a co-partnership between Dr. John
Stith Pemberton and Ed Holland.
 Dr. John Stith Pemberton for the first time produced the syrup for
Coca-Cola on May 8, 1886
 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.
 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.
 To know the reason behind low RED (Right Execution
Daily) score.
 To know the availability of activation element in RED
outlet.
 To know the problem in the distribution of activation
element.
 To identify suitable activation element according to the
outlet's location.
 To know the impact of activation element on sell when
keep it outside.
 To know the impact of activation element on customer.
 To help M.D. (Market Developer) in outlet activation.
 The main scope of study is to understand the impact of
S.G.A (Sale Generating Assets) on sell.
 To increase RED score of the outlet.
 To fill the gap of activation element in different RED
outlet.
 To make a platform for market developer to work on
difficult RED outlet.'
 To analyze the work of the market developer.
 Research design
 Descriptive: It includes surveys and the fact findings of
different kinds. The major purpose of a descriptive
research is the description of the state of affairs as it exists
at present. Research has no control over variables.
 Sample design : Non random sampling
 Sample size: 250 Outlets
 Area of operation : Patna
 Tools of data analysis : Pie chart
 Research instruments : Questionnaire
 Time Frame : 50 Days
 The time period of study was only for 50 days so it was not
possible to cover all the areas and go into the depth of the
problem and make analysis.
 The area of survey was Patna district and it was concentrated
on urban area only.
 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 not so supportive.
 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.
The purpose for segmenting a market is to allow your
marketing/sales program to focus on the subset of
prospects that are "most likely" to purchase your offering.
If done properly this will help to insure the highest
return for your marketing/sales expenditures. Depending
on whether you are selling your offering to individual
consumers or a business, there are definite differences in
what you will consider when defining market segments.
 s6% outlet from the sample of 250 outlets which have sufficient
activation elements but remaining 24% outlets are not fully activated.
 In our study it is revealed that 6s% from the selected outlet follow the
Brand Order COLOJ-K, but remaining 3s%are not following the
brand order.
 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 donåt keep visi
cooler pure.
 6s% of visi cooler are at prime position where consumer can see our
product and choose as per there need.
 83% outlets are convenience store, 11% are under the E&D and
remain under 6% are glossary shop.
 41% of outlets are having svc, 41% of the total outlets having 9vc,
4% outlets have 11vc, and few outlets have 2vc and 20vc.
 Òe must visit all RED outlets where the activation elements are
missing and it must be activated immediately.
immediately.
 Òe must visit all those outlets and arrange the product according to
COLOJ--K where are products are not placed in the visi cooler
COLOJ
according to COLOJ-
COLOJ-K.
 All the MD needs to visit all the red outlets regularly to keep the visi
cooler pure.
pure.
 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.
product.
 Òe should try the increase sell of outlets so that maximum outlets
convert into upgrade class.
class.
 Òe need to put effort to increase the required number of GOD as per
the visi cooler size that they can keep 3day stock to meet the
demandrr
demand