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 7
2 RESEARCH PROPOSAL 9
3 BEVERAGE INDUSTRY IN INDIA 10
4 HISTORY OF SOFT DRINK IN INDIA 12
5 HISTORICAL BACKGROUND OF COCA – 13
COLA
6 PRODUCT HIGHLIGHT 14
7 COCA-COLA PLANT AT GOBLEJ 20
8 DISTRIBUTION NETWORK 22
9 MISSION VISSION AND VALUE 25
10 RECENT EVENTS 28
11 COMPETITORS 29
12 MARKET EXECUTION 31
13 RED 32
14 SEGMENTATION MODEL 33
15 OUTLET STRUCTURE OF THE COCA COLA 34
IN INDIA
16 CONCEPT OF RED 36
17 RESEARCH METHODOLGY 41
18 DATA ANALYSIS 42
19 PAKKA PROVISION 44
20 RED SCORE ANALYSIS 48
21 FINDINGS 55
22 SUGGESTION 56
23 CONCLUSION 57
24 LEARNINGS 58
25 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 600ml, 1.25L, 2L, 330ml
ml 2.25L

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, 330ml
2.25L,

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, 600ml, 1.25lt, 2lt, 2.25lt 330ml
300ml

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, 600 ml, 200 ml
250ml 1.25lt

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

 FILTRATION

CONCENTRATION

FINAL SYRUP

DE-CREATOR PROPORTIONER COOLER

FILLER CROWNER

FULL PRODUCT EMPTY BOTTEL

INSPECTION INDEPECTION

PACKING BOTTEL WASH

PRE-IN -FEED
WARE-HOUSE
INSPECTION

CASE CLEANING UNCASHER

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.

A typical distribution chain at HCCBPL would be:

 Production

Plant Warehouse

Depot Warehouse

Distribution
Warehouse

Retail Stock

Retail Shelf

Consumer
 Manufacturing
Plant

Sales and
Distribution
Operations

Distributors Outlets

Outlets

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.

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 Coca Cola Pepsi

Section
Cola Coke , Thums up Pepsi
Lemon Limca , Sprite , 7up , Moutain
Nimbu fresh 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 ZONE

Maninagar Gurukul
Kankaria Bodakdev
Lal Darvaja Vejalpur
Gheekanta Sola Road
Khanpur Bopal
Mirzapur Thaltej Gam
Ratanpole 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:

Gujarat

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.

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 ?

Grocery
 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”.

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

Target Outlet Volume

SE Enrolle
 Total
1.25Lt in
d 2Ltr
r June'1
0
Keyur 168
43 3113 4796
Shah 3
Harshil 101
32 1815 2830
Bhatia 5
Nirav 102
Parmar 74 2493 3522
9
Nidhi
Palliwa 33 1642 896 2538
l
462
Total :- 182 9063 13686
3

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 RACK

PRESENT NOT
PRESENT
Harshil 32 25 7
Bhartia
Nirav Parmar 74 40 29
Nidhi 33 29 4
Palliwal
Keyur Shah 43 15 18
 100.00%

90.00% 88%

80.00% 74%
70.00%

60.00% 54%
50.00%
42% Rack Present
39%
40.00% 35% Rack Not
present
30.00%
21%
20.00%
12%
10.00%

0.00%
Harshil Nirav Nidhi Keyur

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 5
PTS
 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
25
 Menu (at least 5) - 5 Pts 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
7
 Rack with Header – 1 Pts PTS

 Pure & Charged – 6 Pts

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

To
tal
Sc Activa
or tion
Area e Score
Manin 69
agar 0 620
ladarv 42
aja 5 320
Mirza 32
pur 0 235
kanka 36
ria 0 305

Activation Score
100.00%
89.86%
90.00% 84.72%
80.00% 75.29% 74.44%
70.00%
60.00%
50.00%
40.00% Activation Score
30.00%
20.00%
10.00%
0.00%
Maninagar ladarvaja Mirzapur kankaria

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:

TOTA PURITY IMPURE

L OF VISI OF
OUTL COOLE VISICOOL
AREA ET R ER
Manina
gar 46 40 6
ladarvaj
a 23 19 4
Mirzap
ur 20 17 3
kankari
a 24 23 1

PURITY LEVEL
95.8
100 86.95
83 85
90
80
70
PURITY LEVEL
60
IMPURITY LEVEL
50
40
30 17.39
13.04 15
20
4.17
10
0
Maninagar ladarvaja Mirzapur kankaria

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:
Tot
al Activat
Sco ion
Area re Score
Gurkul 450 397
Bodakde
v 525 420
VeJalpur 255 160
Thaltej 135 115
Changlod
iya 420 285

ACTIVATION SCORE
100.00%
90.00% 88%
85%
80%
80.00%
70.00% 68%
63%
60.00%
50.00%
40.00%
ACTIVATION SCORE
30.00%
20.00%
10.00%
0.00%
Gurkul Bodakdev VeJalpur Thaltej Changlodiya

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:

IMPUR
PURITY E OF
TOTAL OF VISI VISI
OUTLE COOLE COOLE
AREA T R R
GURUKUL 30 24 6
BODAKDEV 35 30 5
VEJALPUR 17 9 8
THALTEJ 9 6 3
CHANDLODI
YA 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-colastore.com/
5) http://www.worldofcoca-cola.com/