Summer Project

On

Right Execution Daily (RED)

Presented by

AMIT SONI

Reg. no. 3020070044

Introduction About the Coca-Cola Company

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, by John S. Pemberton, on May 8, 1886.

Now operating in more than 200 countries and producing nearly 400 brands.

The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises –owned bottling operations.

The Coca-Cola Company also produces & markets non carbonated including water, juice drinks energy & sports drinks, tea & coffee.

Consumer Servings (per day): nearly 1.6 billion.

Ranking: We own 4 of the world’s top 5 non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta.

It has already invested nearly US$ 1 billion 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.

Coca-Cola has 45 distribution centres all over the India.

In this present scenario Coca –Cola has tried to grab the 60% market share in India

Introduction of Wave Beverages (P) ltd.

Teja Singh Kandhari in 1968 started his own bottling company called Amritsar bottling company.

1972 they started bottling another brand called “Rim Zim”

In 1976 when “Parle” started its product i.e. Thums up and Limca.

Then in 1987 they started their own plants for Mazza in Jandiala the capacity of this plant was 400 bottles per minute (BPM).

In 1994 this Amritsar bottling company was renamed and became Amritsar Beverages Pvt. Ltd.

In September 2006 the Amritsar Beverages was converted into Wave Beverages.(P) Ltd.

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.

For the survey of RED Company had hired the person from A.C Nielson One of the best survey company. The survey gets done daily in a year. In the RED concept the Coca-Cola company done survey daily in the market.

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 = 30Availability = 50Activation = 20

Segmentation Model of RED outlet

Major CompetitorsCoca-Cola PepsiCo Coca-Cola PepsiCo

Mirinda Lemon

Objective

To determine the effectiveness of activation, availability and visi-cooler in outlet

Determine the brand preference for customer.

To activate an outlet which is not an active

Gain feedback /suggestion from the outlet.

To get familiarize with the present market scenario

Research Methodology

Sources of data collection PrimarySecondary

Research designDescriptive

Sample Design Non random sampling

Size of sample75

Task and Duties

This all task designed by the industry guide Mr. Saleem Haider.

Firstly, the company give me a task observe the market trend from 1 to 10 July with three Market Developer in 9 different areas.

Secondly, the company give me a task make the 75 outlet RED score 100% in two areas Patti and Bhikhiwind with the Market Developer Mr. Sandeep Kumar in 11 to 10 August.

Finally, company give me final task in this task I show the result my training period and fill the questionnaire in 75 outlet

30%

59%

10%

1%

Brand available in outlet

Pepsi coca-cola other campa Cola

Graphical Representation

Fanta9%

Coca-Cola11%

Limca44%

Sprite17%

Thums up5%

Mazza14%

Which brand preferred by customer

56%

44%

Purity

Yes No

Visi-cooler is 100% pure?

95%

5%

Prime position

Yes No

Visi-cooler is prime position?

100%

RGB 300 ml

Yes No

RGB 300 ml is available?

35%

65%

Water 500 ml or 1

Yes No

Water 500 ml or 1 litre is available?

79%

21%

Combo short, Rack or Table top

Yes No

Combo short, Rack or Table top is activating?

Limitation

Some retailers shown non-cooperative behaviour at the time of data collection for this study.

The area of survey was Patti and Bhikhiwind area it was not fully developed area.

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

The study being undertaken in the peak season of May month might not have produced accurate data.

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

Findings

Visi-cooler problem in the market.

Some time the dealer not give the those scheme which provide the company.

Limca is the most selling brand of the company.

Coca-Cola RED concept is very effective, it ensure the availability of product and activation on outlets.

It recommended the proper utilization of assets

With the help of retailer as well as the customer get more knowledge about the brand of the company.

It help to increase the sale of the product in the market

Suggestion

Company should increase its schemes.

Company should provide the special discounts on that outlet which sale is high.

MDs and sales men should be given some more powers of decision making.

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

Company should make some strategy to compete with local cold drink brands.

Company should need Promotion program which was held for MMPO because "Jo Dikhta Hai Woh Bikta Hai"

Future Plan

Coca-Cola aims for gold by going green for 2010 Winter Olympics.

Increase visibility

Wide range

Activation

Effective service.

Highest Quality

SWOT Analysis

Strength

Quality

Marketing Division

Maximum market share

It has got the tag of Worlds brand market leader in Beverage Industry.

Weakness

No proper follow up for local key accounts.

Customer feedback system is not effective.

Coca-Cola giving less schemes and incentives to its retailers.

Customer demand is augmented day by day, which is not satisfied well on time.

Opportunity

Can increase its market share with proper planning and activation.

In the present scenario can come up with more verities in the fruit drink along with more flavours.

Big Hospitals and Club, Super markets

Various work channel, education channels, Hotels and multi activity channels.

Threat

May lose the market share to its competitor, if they don’t look upon the demands of retailers who ultimately sell product to the end customer.

Preference of juices and energy drinks over cold drinks.

Various local competitors.

Conclusion

Coca-Cola is the leading soft drink brand in Patti and Bhikhiwind area & most selling brand in the region is Limca, Sprite and Mazza.

I have concluded that market share of Coca-Cola is higher than Pepsi and almost all the outlets are selling the coke’s products.

I can suggest the 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, Company should give proper scheme to the outlets and in the last I would like to say that Pepsi is far away from the Coke in the competition.

AnyQuestion

?