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IMPLEMENTATION OF (RED)
RIGHT EXECUTION DAILY IN
COCA-COLA OUTLETS
AT
HINDUSTAN COCA-COLA PVT LTD.
SUBMITTED IN
PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD FOR THE DEGREE
OF
NIZAM COLLEGE
(AFFILIATED TO OSMANIA UNIVERSITY)
DECLARATION
I HEREBY DECLARE THAT THIS PROJECT REPORT TITLED IMPLEMENTATION OF (RED)
RIGHT EXECUTION DAILY IN COCA-COLA OUTLETS SUBMITTED BY ME TO THE
INSTITUTION FOR THE AWARD OF ANY DEGREE DIPLOMA / CERTIFICATE OR PUBLISHED ANY
TIME BEFORE.
GUIDANCE. THIS HAS NOT BEEN SUBMITTED TO ANY OTHER UNIVERSITY OR INSTITUTION
FOR THE AWARD OF ANY DEGREE/DIPLOMA/CERTIFICATE.
This Project was carried out with an intention to know and understand the facts,
of what makes Hindustan Coca-Cola beverages Pvt ltd No.1 against its
Competitor Pepsi Co in India. In this pursuit, a study at Hindustan Coca-Cola Pvt
ltd in the marketing area, was carried out as it is the key for its Success. During
the study, Retail Outlets of Coca-Cola were visited and observe Sales
representatives work, one of their key strengths is the ability to achieve quality
in-store execution, They believe this direct interaction with the customers gives
them a competitive advantage in activating points of purchase and creating
value for both our customers and the business.
The strategy (I SEE, I WANT, I DRINK) is the AIDAS approach of Coke, primarily
meant to grab the attention of the consumer the objective is to monitor the
merchandising standards in the outlet which are the activation elements like the
signage for the retail outlet, keeping the Cooler in the Primary Position, brand
visibility and availability both in the Cooler and the shelf etc. Therefore,
Execution is the focus point of RED
This study is pursued with an objective to know if the customer (retail outlet) is
aware of the importance of keeping the cooler in the hot spot (Prime position)
and the effects of product visibility in the shelf or for the matter maintain the
brand order in the cooler. In order to draw certain conclusions a survey is done
with fourteen questions pertaining to RED norms stated for the outlet modeling.
Data was interpreted through statistical tools and hypotheses
It was discovered after the survey that customers are observing the effects of
remodeling the entire store with activation elements like increase in sales,
outlets owners say that "Jo Dikhta Hai Woh Bikta Hai". Also seen during the
observation that there is a shortage of stock in certain brands. Coke is not
able to keep up with the demand during the season which is really unfortunate
though they can forecast it.
ACKNOWLEDGEMENT
I AVAIL THIS OPPORTUNITY TO EXPRESS MY DEEP SENSE OF GRATITUDE TO ALL THE PEOPLE
WHO HAVE HELPED ME TO CARRY OUT AND COMPLETE THIS PROJECT IN PARTIAL
PROJECT.
I ALSO WISH TO THANK ALL THE EMPLOYEES OF HINDUSTAN COCA-COLA PVT LTD. WHO
HELPED ME TO CARRY OUT THIS PROJECT.
TABLE OF CONTENTS
CHAPTER1. INTRODUCTION
P.NO
CHAPTER6. QUESTIONNAIRE
55
BIBLIOGRAPHY
56
Table of Figures
General Introduction
Research methodology
Hypotheses
Sources of information
Sales and distribution is an integral part of marketing. Here, Coca Cola the
leading brand in soft drinks worldwide, has maintained its brand image
with high precision. The marketing strategy of Coke is very severe than
others. To understand the strategies or techniques that the company
adopts to make business with the customers (retailors) visiting the Outlets
with ESM and MD to observe them work with the Outlets because they are
the intermediaries (Outlet) through whom shoppers make their purchasing
decisions. Right Execution Daily (RED) as they call it focuses on the In
store Execution by the MD or ESM, which is an important part of the
strategy because mere delivery would not affect the movement of the
product to the final consumer or increase the secondary sales.
Thus, these were the main reasons for conducting this study.
Rationale for the Study: This is a live project undertaken at Hindustan
Coca-Cola Pvt ltd to understand the practical knowledge of corporate
world where advanced theoretical knowledge is backed up by practical
experience on the job. Coca cola is one of the biggest brand in beverages
in the world. The project provides a bridge to understand the theoretical
aspects in sales & distribution to practical execution of sales &
distribution, an opportunity to learn the strategy they call (RED) Right
Execution Daily, which in theory is AIDAS approach of Coca-Cola.
Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet, Mobile Phones, and, historically, illustrated songs)
in which the advertiser pays an advertising agency to place the ad
Below the line promotion: All other promotion. Much of this is intended to
be subtle enough for the consumer to be unaware that promotion is taking
place. E.g. sponsorship, product placement, endorsements, sales
promotion, merchandising, direct mail, personal selling, public
relations, trade shows
RESEARCH DESIGN
SAMPLING PLAN
(1.7) HYPOTHESES
The Company claims that 80 percent of customers are very satisfied with
the service they receive. To test this claim, 100 customers were surveyed
using simple random sampling. Among the sample customers, 73 percent
say they are very satisfied. Based on these findings, Company can reject
the hypothesis that 80% of the customers are very satisfied? With 0.05
level of significance.
Alternate hypotheses: Rest of the population i.e. 20% are not satisfied (P≠
0.80)
The null hypothesis will be rejected if the sample proportion is too big or if
it is too small.
Using sample data, standard deviation (σ) was calculated and compute
the z-score test statistic (z).
Since we have a Two-Tailed Test, the P-value is the probability that the z-
score is less than -1.75 or greater than 1.75.
We use the Normal Distribution Calculator to find P (z < -1.75) = 0.04, and
P (z > 1.75) = 0.04. Thus, the P-value = 0.04 + 0.04 = 0.08.
INTERPRET RESULTS
Since the P-value (0.08) is greater than the significance level (0.05), we
accept the null hypothesis.
(b)SECONDARY DATA
colaindia.com
CHAPTER - II
Company profile
Coca-Cola Advertising
Bottling of Coca-Cola
Coca-Cola in India
COMPANY PROFILE
DR. JOHN PEMBERTON FOR THE FIRST TIME PRODUCED THE SYRUP
FOR
Company Profile
The soft drink was first sold to the public at the soda fountain in Jacob's
Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink
were sold each day. Sales for that first year added up to a total of about
$50. The funny thing was that it cost John Pemberton over $70 in
expanses, so the first year of sales were a loss. Until 1905, the soft drink,
marketed as a tonic, contained extracts of cocaine as well as the caffeine-
rich kola nut.
By the late 1890s, Coca-Cola was one of America's most popular fountain
drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm,
the Coca-Cola Company increased syrup sales by over 4000% between
1890 and 1900. Advertising was an important factor in Pemberton and
Candler's success and by the turn of the century, the drink was sold
across the United States and Canada. Around the same time, the
company began selling syrup to independent bottling companies licensed
to sell the drink. Even today, the US soft drink industry is organized on
this principle.
Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often housed in
the drug store, the soda fountain counter served as a meeting place for
people of all ages. Often combined with lunch counters, the soda fountain
declined in popularity as commercial ice cream, bottled soft drinks, and
fast food restaurants came to the fore.
On April 23, 1985, the trade secret "New Coke" formula was released.
Today, products of the Coca Cola Company are consumed at the rate of
more than one billion drinks per day
The world has changed in many ways since pharmacist; John Pemberton
first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia.
However, the pure and simple magic of one thing remains the same ~
Coca-Cola. The name and the product mean so many good things to
hundreds of millions of consumers around the globe. Coca-Cola products
are served more than 705 million times every day, quenching the thirsts
of consumers in more than 195 countries in every climate. That is a long
way to come after such a modest beginning...
May 1886
It was 1886, and in New York Harbor, workers were constructing the
Statue of Liberty. Eight hundred miles away, another great American
symbol was about to be unveiled.
In 1941, America entered World War II. Thousands of men and women
were sent overseas. The country, and Coca-Cola, rallied behind them.
Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola
for 5 cents, wherever he is, and whatever it costs the Company." In 1943,
General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola,
requesting shipment of materials for 10 bottling plants. During the war,
many people enjoyed their first taste of the beverage, and when peace
finally came, the foundations were laid for Coca-Cola to do business
overseas.
The 1980s -- the era of legwarmers, headbands and the fitness craze, and
a time of much change and innovation at The Coca-Cola Company. In
1981, Roberto C. Goizueta became chairman of The Board of Directors
and CEO of The Coca-Cola Company. Goizueta, who fled Castro's Cuba in
1961, completely overhauled the Company with a strategy he called
"intelligent risk taking."
Among his bold moves was organizing the numerous U.S. bottling
operations into a new public company, Coca-Cola Enterprises Inc. He also
led the introduction of diet Coke®, the very first extension of the Coca-
Cola trademark; within two years, it had become the top low-calorie drink
in the world, second in success only to Coca-Cola.
One of Goizueta's other initiatives, in 1985, was the release of a new taste
for Coca-Cola, the first change in formulation in 99 years. In taste tests,
people loved the new formula, commonly called “new Coke.” In the real
world, they had a deep emotional attachment to the original, and they
begged and pleaded to get it back. Critics called it the biggest marketing
blunder ever. But the Company listened, and the original formula was
returned to the market as Coca-Cola classic®, and the product began to
increase its lead over the competition -- a lead that continues to this day.
The 1990s were a time of continued growth for The Coca-Cola Company.
The Company's long association with sports was strengthened during this
decade, with ongoing support of the Olympic Games, FIFA World Cup™
football (soccer), Rugby World Cup and the National Basketball
Association. Coca-Cola classic became the Official Soft Drink of NASCAR
racing, connecting the brand with one of the world's fastest growing and
most popular spectator sports.
From the early beginnings when just nine drinks a day were served, Coca-
Cola has grown to the world’s most ubiquitous brand, with more than 1.4
billion beverage servings sold each day. When people choose to reach for
one of The Coca-Cola Company brands, the Company wants that choice to
be exciting and satisfying, every single time.
1894 The first syrup plant outside of Atlanta was opened in Dallas.
1906 The first two countries outside the US to bottle Coca-Cola were
Cuba and Panama
1915 The Root Glass company created the Coca-Cola contour glass
bottle.
1928 Sales of bottled Coca-Cola surpassed fountain sales for the first
time.
1971 The song "I'd like to buy the World a Coke" was released.
1907 In Hawaii.
1912 In the Philippines.
1920 In France.
COCA-COLA ADVERTISING
1920 - Drink Coca-Cola with soda, the hit that saves the day
1938 - Anytime is the right time to pause and refresh, Pure as sunlight
1982 - Coke is it
1985 - We have a taste for you. America's real choice Coca-Cola Classic!
1986 - Catch the Wave. Red, white and you!
The three pioneer bottlers divided the country into territories and sold
bottling rights to local entrepreneurs. Their efforts were boosted by major
progress in bottling technology, which improved efficiency and product
quality. By 1909, nearly 400 Coca-Cola bottling plants were operating,
most of them family-owned businesses. Some were open only during hot-
weather months when demand was high.
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating
in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons
were a huge hit starting in 1923. A few years later, open-top metal coolers
became the forerunners of automated vending machines. By the end of
the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
During the war, 64 bottling plants were set up around the world to supply
the troops. This followed an urgent request for bottling equipment and
materials from General Eisenhower's base in North Africa. Many of these
wartime plants were later converted to civilian use, permanently enlarging
the bottling system and accelerating the growth of the Company's
worldwide business.
For the first time, consumers had choices of Coca-Cola package size and
type-the traditional 6.5 ounce Contour Bottle, or larger servings including
10-, 12- and 26- ounce versions. Cans were also introduced, becoming
generally available in 1960.
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr.
Pibb and Mello Yello were added in the 1970s. The 1980s brought diet
Coke and Cherry Coke, followed by PowerAde and Fruitopia in the 1990s.
Today scores of other brands are offered to meet consumer preferences in
local markets around the world.
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the Company
invested heavily to build plants in Eastern Europe. As the century closed,
more than $1.5 billion was committed to new bottling facilities in Africa.
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers
seek brands that honor local identity and the distinctiveness of local
markets. As was true a century ago, strong locally based relationships
between Coca-Cola bottlers, customers and communities are the
foundation on which the entire business grows.
In India
Coca-Cola has started its operations in Indian market in October 1993.
This has been its reentry in Indian market after withdrawal of its operation
in 1970’s. The Indian market offers a strong consumer potential as
majority of the population is middle class category, which is a strong
consumer base for any FMCG company like Coca-Cola to float its range of
products. Coca-Cola has acquired the soft drink brands image in Indian
market during the reentry of Coca-Cola in 1993. Thus these products a
part of range of products of Coca-Cola.
TRADEMARKS
Our trademarks are our most valuable assets. The trademark “Coca-Cola”
was registered with the U.S. Patents and Trade mark office in 1893,
followed by “Coke” in 1945. The unique contour bottle, familiar to
consumers everywhere were, granted registration as a trademark by the
U.S Patent and Trademark office in 1977, an honor awarded to a few other
packages. In 1982, The Coca-Cola Company introduced diet Coke to U.S
consumers, marking the first extension of the Company’s most precious
trademark to another product. Later years saw the introduction of
additional products bearing the Coca-Cola name, which now encompasses
a powerful line of six cola products.
Placed end to end the bottles would wrap around the equator
20,051 times.
If all the Coca-Cola ever produced were to erupt from “Old Faithful”
at its normal rate of 15,000 gallons per hour, the geyser would flow
continually for 1577 years.
Location
With its global headquarters in Atlanta, U.S. the Coca-Cola Company sells
its products through associate companies and business associates in more
than 200 countries.
The company had invested $800 million in its Indian operations since its
reentry in India. From causing a dent in the parent's bottom line to
winning the prestigious Woodruff award, CCI seemed to have come a long
way.
CCI was also a major sourcing point for its global operations. Apart from
product brands, the company was also a major supplier of commodities
and materials like sugar, coffee, PET bottles, recycled glass bottles,
crowns, labels and caps to its global operations. It was only in India that
Coca-Cola had a mix of its own bottling facilities and arrangements with
independent bottlers. CCI had 27 owned units, 17 franchised units, and 22
co-packers.
Coca-Cola reentered India in 1993, after having withdrawn from the
country in the late 1970s, in the wake of the Foreign Exchange Regulation
Act (FERA) of 1973. Coca Cola’s reentry was driven both by competitive
factors and the company's own global plans. Global rival Pepsi had
entered India in 1990 and by 1993 had captured a 25% market share.
Coca-Cola could not stay
Coca Cola’s exit from the country in 1977, after a 25-year presence, had
been discordant. Following the introduction of FERA, the Reserve Bank of
India (RBI) asked multinationals operating in non-strategic industries like
consumer goods to reduce their equity stake to 40% or below. Coca-Cola
offered to hold 40% equity in its bottling and distribution units, but
refused to dilute equity in its technical and administrative unit. As the
FERA regulations did not permit more than a 40% holding in all
operations, the company decided to wind up its Indian operations.
Brands
Coca-Cola
Coca-Cola
The world's favorite drink. The world’s most valuable brand. Coca cola has a
truly remarkable heritage. From a humble beginning in1886,it is now the
flagship brand of the largest manufacturer, marketer and distributor of non-
alcoholic beverages in the world.
Thums-up
Strong Cola Taste, Macho Personality
Thums Up is a leading sparkling soft drink and most trusted brand in India.
Originally introduced in1977, Thums upwas 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. This brand clearly seeks to distinguish the
professionals from the amateurs.
Sprite
Sprite
Worldwide sprite is ranked as the no4 soft drink and is sold in more than
190 countries.
In India, sprite was launched in year 1999 and today it has grown to be
one of the fastest growing soft drinks, leading the clear lime category
Limca
Limca
Lime ‘n’ Lemoni Limca can cast a tangy refreshing spell an anyone,
anywhere. Derived from Nimbu + jaisa hence lime Sa, Limca has lived up
to its promise of refreshment and has been the original thirst choice of
millions of consumers for over 3 decades.
Fanta
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 that not just uplifts feeling but also
helps free spirit thus encouraging one to indulge in the moment. This
positive imagery is associated with hpaay, cheerful and special times with
friends.
Maaza
Maaza
Mango. It is a fruit associated with good times like no other. Aptly called
the king of fruits, mangoes are to mango lovers what romance is to a
Casanova.
Now imagine this delicious fruit, bottled. This is what Maaza is all about.
Introduced in the late 1970’s Maaza has today come to symbolize the very
spirit of mangoes, Universally loved for its taste, color, thickness and
wholesome properties, Maaza is the mango lover’s first choice
Minute maid Pulpy Orange
Minute Maid- one of the world's largest juice and juice drink
brands
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.
Georgia
Introduced in 2004 the GEORGIA Gold range of Tea and Coffee beverages
is the perfect solution for your office and restaurant needs!
CHAPTER – III
One of the key strengths is the ability to directly reach the customers
regularly. The sales people are dedicated to building strong and
constructive relationships with every one of the various customers,
including kiosks, grocery stores, convenience stores, hotels, restaurants,
cafés, bars and petrol stations. With such a diverse customer base, the
sales force has to be highly specialized to understand how to best fulfill
the customers’ needs.
Working together with the customers as one team translates into higher
customer satisfaction and measurably improved performance. The
training programme for independent grocery stores in Hyderabad is a
small but telling example of this effort. Coke conducted an independent
market survey and provided storeowners with data on current shopping
trends. An analysis of the results helped them identify key factors that
affect shopping preferences and habits. Focusing on these factors, Coke
designed a set of solutions such as repositioning the products on display
or remodeling the entire store, which resulted in better business and
increased sales for the customers participating in the programme.
Channel Cluster
Outlet Volume
Locality Income
From the above graph, it is clear that each segment is further divided,
which is explained below.
CHANNEL CLUSTER:
E&D Type1: Outlets selling items to eat which are being consumed
primarily standing in the outlet or being taken away for future
Consumption. Does not have a place to sit. It includes Bakery /
sweet Shops / QSR / Juice Centers / Soft Drinks Shops / Tea Shops
etc.
E&D Type2: Outlets selling items to eat which are being cooked /
made within outlet with possibility of consuming those products
within the outlet. The outlet should have a place to sit. It includes Sit
down Restaurants / Bars / Dhabas / Cafes etc.
OUTLET VOLUME:
Under this head, Outlet classification is as per the volume of cases they
Order annually.
Diamond : Are those Outlets that give more than 800 cases of
Order Annually.
Bronze : Are the Outlets that give less than 200 Cases of
Order Annually.
Medium
Low
NUMBER OF SHOPPERS OR CONSUMERS IN GIVEN UNIVERSE THAT CAN BE
INDUCED (POPULATION)
Keeping the Cooler at the entrance
Rack Display
Combo Boards
Table Activation
BRAND ORDER
Company has certain standard for Brand Order which is to be maintained
in the Cooler, as per the Outlet which is ‘COLOJ-K’ that is
AVAILABILITY
Availability should be as per the type of Outlet. There are four types of
Outlet’s according to this a Market Developer has to ensure the
availability of the products in a particular Outlet.
IMPURITY
Under the RED Concept Impurity refers to that brand which is stocked in
the visi Cooler other than coke’s product. Therefore, no other product
other than Coke should be kept in the visi Cooler.
2. Non-Lit Flange
3. Road Standee
6. Cut Case
7. Shelf Display
Availability : 60 Points
Activation : 15 Points
Data Analysis
DATA ANALYSIS
100
80
60 Coca-Colaonly
40
Shared(Coke & Pepsi)
20
0
Market Share
( FIGURE: 4.1 )
From the Data collected it is analyzed that of 150 retail outlets visited in
the area of secunderabad it was observed that Coca-Cola has a market
share of 84% while both coke and Pepsi co share the rest 16% of the
market which is clearly shown from the above graph
2. NUMBER OF RED & NON-RED OUTLET
100
80
60
REDoutlet
40
Non-REDoutlet
20
0
Numberof RED& Non-REDoutlet of Coca-
Cola
( FIGURE 4.2 )
From the above graph it is clear that 93% are RED outlets of Coca-Cola
and the rest of them are the Non-RED outlets which are in the low-income
locality.
3. TYPE OF COOLER USED IN THE OUTLET IS IT THE COMPANY COOLER, OYA,
FAMILY FRIDGE
100
80
60 CompanyCooler
OYA
40
FamilyFridge
20
0
CompanyCooler
( FIGURE 4.3 )
93% of 150 outlets are RED outlets and all these outlets have
company cooler
100
80
60
Yes
40 No
20
0
Cooler inPrimaryPosition
( FIGURE 4.4 )
It is found that 93% of 150 outlets are RED outlets with in this
82.5% of coolers are in the Primary Position while the rest 17.5% are
not in the Primary Position
5. ONE OF THE MAIN ASPECTS OF RED NORMS IS THE COOLER PURITY AND
OTHER THAN COKE IN THE COOLER LIKE SOFT DRINKS OF PEPSI CO,
PARLE, WATER PACKETS, UTENSILS ETC.
70
60
50
40
Pure
30 Impure
20
10
0
1st Qtr
( FIGURE 4.5 )
As per the RED Norms it is observed that 62% coolers are pure which
means there is no other product other than coke in the cooler and the rest
38% are not pure
6. BRAND AVAILABILITY ALSO ACTS AS ACTIVATION ELEMENT BOTH IN THE
90
80
70
60
50 Availability
40
Non-Availability
30
20
10
0
Brand Availability
( FIGURE 4.6 )
88% of all the outlets have the availability of all brands of Coke while
12% of outlets there is lack of availability, Non-Availability is observed
especially in Non-RED outlets
80
60
Available
40 Not Available
20
0
Activation Elements
( FIGURE 4.7 )
It is observed that of all 150 outlets 93% are RED outlets with in this
outlets the total 83% of the stores have activation elements which is
crucial as these activate desire in the consumer to buy it and drink
which in turn increase the sale for the retail outlet and the company,
while the rest of the outlets don’t have activation elements or not as
per the specification of the outlet.
8. BRAND ORDER IN THE COOLER IS AGAIN ANOTHER IMPORTANT ASPECTS
THUMS-UP +( COLA > LEMON > ORANGE > JUICE > KINLEY)+
(MAAZA, MINUTE MAID)
60
50
40
30 Yes
No
20
10
0
BrandOrder
( FIGURE 4.8 )
Brand order in the cooler is observed to be 58% of all the RED
outlets
100
80
60
Yes
40 No
20
0
Awarenessof RED
( FIGURE 4.9 )
According to the survey 93%, outlet owners say that they are aware
of RED while the 7% of outlet owners are not available to answer the
question
CHAPTER – V
Findings
Conclusions
Implications
Recommendations
Limitations
(5.1)Findings
Though it is obvious that coke has a major share in the market, it
seems that new strategies under RED concept have definitely the
reason, this has indeed boosted the sales for the company.
As per the outlet owners, the product, which is seen is sold i.e. "Jo
Dikhta Hai Woh Bikta Hai". They do consider that it is because of the
activation elements.
A Market developer who ensures that the cooler is in the prime
Position, all brands are available in the cooler and the shelf, all
brands are displayed in brand order i.e. COLOJ-K, does bring in some
effect in sales.
Few activation elements like Table Top, Glow Shine Board, Hanger;
Road Stand plays a major role by inducing a desire in the customer
mind to buy the drink, in turn increasing the sales of the company
(5.2)Conclusion
Visiting outlets of different kinds in the market and observe
the functioning of merchandising standards in the outlets for 3
weeks and after survey of about 150 outlets in the surrounding
areas of secunderabad, has made it very clear that executing the
merchandising standards in the right way daily, keeping Coca-Cola
ahead of its competitor by increasing the sales and the profits.
(5.3)Implications
MD’s for that matter anyone above him has to ensure that the
cooler installed in the outlet is not being used for personal
purpose
ESM’s have to see that the delivery people are delivering the
product to the outlet without neglecting
Need to see that stock keeping unit (SKU) level in the outlets and
warehouses, is ample to reduce stock shortages
(5.5)Limitations
There were certain limitations during the survey though measures are
taken. Below are the lists of limitations encountered during the survey.
During the season, it is high time for the marketers due to which
there was lack of support, which is important during the survey.
Some Outlet owners were not present during the survey due to
which some questions remain unanswered
CHAPTER – VI
Questionnaire
Questionnaire
2. If Shared then
why………………………………………………………………………………………………………
……………
Bibliography
REFERENCES
BOOKS AUTHORS
Marketing Research : Naresh Malhotra
WEBSITES
www.coca-colaindia.com
www.google.com
www.quickmba.com