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RIGHT EXECUTION DAILY (RED) - THE POWER OF COCA
COLA SYSTEMSUMMER TRAINING PROJECT REPORT
FORADVANCE SALES AND SERVICES PRIVATE LIMITED
RING ROAD, ADILNAGAR, LUCKNOW.
IN PARTIAL FULFILMENT OF THE MASTERS PROGRAMIN BUSINESS ADMINISTRATION (ELECTRONIC BUSINESS) ,
DEPARTMENT OF BUSINESS ADMINISTRATION,UNIVERSITY OF LUCKNOW.
SUBMITTED BY-:SHAHRUKH HAMEED
BATCH (2010-2012)
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Acknowledgement
I would l ike to express my hear t fe l t gra t i tude to Mr. Namdev of
Brindavan beverages l imited for recommending my name for
summer t ra in ing a t i t s sa les and market ing head off ice a t
Advance sales and services l imited. I would a lso l ike to thanks
Mr. Ajay Singh , our t ra in ing manager & Ms.Pooja Ma`am , our
HR Manager for mentor ing me throughout my tenure of t ra in ing.
Thanks are a lso due to a l l the Pre-Sales Representa t ives wi th
whom I got an oppor tuni ty to unders tand the coca cola market in
Lucknow. In addi t ion to th is I a l so would l ike to thank Mr.
Ashish Pratap Singh , Manager New Product Development for
g iv ing me an oppor tuni ty to work in Modern Trade Divis ion.
Thanks are a lso due to my Depar tmenta l Head Professor J .K.
Sharma for g iv ing me an oppor tuni ty for th is prac t ica l exposure
and my teachers a t the Depar tment Of Business Adminis t ra t ion
for providing me theore t ica l inputs wi thout which th is summer
t ra in ing would not have been poss ib le . I am a lso thankful to my
fami ly and f r iends for keeping my morale h igh dur ing the ent i re
t ra in ing per iod.
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TABLE OF CONTENTS
Execut ive summary
Object ives of the projec t
Softdr ink indust ry in India
The Coca cola company
Coca cola India
Product prof i le
RED(Right Execut ion Dai ly)
Advance Sales and Services Pr iva te Ltd .
Market ing process a t ASSPL.
Research methodology
Conclus ions
Findings
Recommendat ions
Survey Quest ionnai re
Bibl iography/References
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EXECUTIVE SUMMARY
Coca Cola , the product tha t has g iven the wor ld i t s bes t -known
tas te was born in At lanta , Georgia , on May 8 , 1886. Coca Cola
Company is the wor lds leading manufacturer , marketer and
dis t r ibutor of non-a lcohol ic beverage concent ra tes and syrups ,
used to produce near ly 400 beverage brands . I t se l l s beverage
concent ra tes and syrups to bot t l ing and canning opera tors ,
d is t r ibutors , founta in re ta i le rs and founta in wholesa lers . Coca
Cola was f i rs t in t roduced by John Styth Pember ton, a pharmacis t ,
in the year 1886 in At lanta , Georgia when he concocted caramel-
colored syrup in a three- legged brass ke t t le in h is backyard . He
f i rs t “dis t r ibuted” the product by carry ing i t in a jug down the
s t ree t to Jacob’s Pharmacy and cus tomers bought the dr ink for
f ive cents a t the soda founta in . Carbonated water was teamed wi th
the new syrup, whether by acc ident or o therwise , producing a
dr ink tha t was procla imed “del ic ious and ref reshing” , a theme
tha t cont inues to echo today wherever Coca-Cola i s enjoyed.
Coca-Cola or ig ina ted as a soda founta in beverage in 1886 se l l ing
for f ive cents a g lass . Ear ly growth was impress ive , but i t was
only when a s t rong bot t l ing sys tem developed tha t Coca-Cola
became the wor ld-famous brand i t i s today. Coca- Cola was the
leading sof t dr ink brand in India unt i l 1977, when i t le f t ra ther
than reveal i t s formula to the Government and reduce i t s equi ty
s take as requi red under the Fore ign Exchange Regula t ion Act
(FERA) which governed the opera t ions of fore ign companies in
India . In the new l ibera l ized and deregula ted envi ronment in
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1993, Coca Cola made i t s re -ent ry in to India through i t s 100%
owned subsid iary , Coca Cola India , the Indian bot t l ing arm of the
Coca-Cola Company. Coca Cola today has a d iverse product
por t fo l io ranging f rom ref reshing dr inks to th i rs t quenchers to
energy dr inks . The company has a lso s tar ted penet ra t ing rura l
markets as wel l wi th i t s innovat ive ref r igera tor which runs
wi thout e lec t r ic i ty . I t i s par tner ing wi th smal l shopkeepers in
v i l lages to la rge re ta i l out le ts in c i t ies thereby ca ter ing to wide
and diverse cus tomer segments . What l ies behind the success of
Coca Cola Company? Wel l successful companies have cer ta in
sys tems and procedures around which company’s market ing and
opera t ional s t ra tegies revolve , in Coca Cola’s case i t i s RED
which s tands for Right Execut ion Dai ly . RED is a tool to measure
sa les team and dis t r ibutor’s performance in the out le ts wi th
respect to a l l parameters of execut ion . These parameters a re
broadly c lass i f ied as Vis icooler Speci f ica t ion , Out le t ac t iva t ion &
Brand packs and order avai labi l i ty . RED audi t i s conducted by
AC Nie lson every month but I t s Pre Sale Representa t ive
responsib i l i ty to mainta in RED parameters on a da i ly bas is in h is
out le ts and ent i re market , s ince RED Standards are mainta in on a
da i ly bas is i t i s re fer red as Right Execut ion Dai ly . RED is in fac t
the power of Coca Cola sys tem and th is projec t i s a humble ef for t
in unders tanding th is concept and i t s execut ion in Lucknow
market .
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OBJECTIVES OF THE PROJECT
The main objec t ive of th is RED projec t i s to increase the
sa les of the company.
The next objec t ive of th is projec t i s to adver t i se the var ious
Products of the company.
To f ind out the present s ta tus about the avai labi l i ty of
ThumsUp, Coke, Spr i te , Limca, Fanta , Maaza a t the re ta i l
out le ts in the area .
The s tudy helps in mainta in ing company’s Sales Genera t ing
Asse t -Vis icooler in a l l the out le ts .
To f ind out avai lable oppor tuni t ies in the market by f inding
gaps in compet i tors penet ra t ion .
To col lec t da ta f rom re ta i le rs for the ac t iva t ion of new
channels .
Find out ways to push sa le in d i f ferent out le ts of a
par t icular a rea .
To s tudy the presa le concept of the Coke
To enhance the market share of the company.
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SCOPE OF THE STUDY
This s tudy helps company in knowing i t s growth in the
Market . This s tudy helps the company to know what the i r
ac tua l pos i t ion in the Market Vis-à-Vis the i r compet i tor .
RED helps to f ind out the promot ional ac t iv i t ies of the
company and help to make re levant changes according to
the i r compet i tor .
This s tudy ensures the avai labi l i ty of the product in the
market
The s tudy a lso he lps in the evaluat ion of the Market
Developer performance .
RED helps to mainta in the out le ts in a wel l des igned way to
a t t rac t the consumers .
RED helps in mainta in ing the a t t rac t iveness of the i r sa les
genera t ing asse t i .e . the i r v is icooler .
RED helps in Visual merchandis ing.
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SOFTDRINK INDUSTRY IN INDIA
Introduction
The Indian Sof t -Drink Indust ry i s a 3500 crore rupee Indust ry
comprises of consumers throughout the country , and of a l l
demographies . The indust ry has been comprised of a l l Indian
Sof t - Dr inks manufactures and the mul t ina t ional Coca-Cola t i l l
1976. From 1976 to 1989, the indust ry only consis ted of Indian
manufacturers namely , Par le , Campa-Cola and Dukes . Decade of
n ine t ies have brought changes in Government Pol ic ies of
Libera l iza t ion and Deregula t ion which has he lped to usher in two
huge American mul t ina t ional sof t dr ink p layers- Peps i Cola
in ternat ional and Coca Cola in ternat ional .
THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN
INDIA
1977
Refusing to d i lu te i t s equi ty s take , Coca Cola winds up i t
opera t ions in the country .
Thums-Up f rom Par le and Campa-Cola f rom Pure Drinks
launched.
1986
An appl ica t ion for a sof t dr ink and snack food jo in t venture
by Pepsi wi th Vol tas and Punjab agro i s submit ted to the
Indian Government .
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1988
Final approval for the Pepsi food l imi ted projec t granted by
the Cabinet commit tee on economic af fa i rs of the Rajeev
Gandhi Government .
Coca-Cola South Asia Holding Incorpora t ion of the U.S.
f i les an appl ica t ion to manufac ture sof t dr inks concent ra te in
Noida (Delhi ) Free Trade Zone.
1990
Pepsi Cola and 7 up launched in l imi ted market in Nor th
Indian .
The Government c lears the Pepsi Projec t again but wi th the
brand name changed to Lehar Pepsi . S imul taneously , i t a l so
re jec ts the appl ica t ion of Coke. Ci t ra h i t s the market f rom
the Par le Stable .
1991
Bri tco food f i les an appl ica t ion before Fore ign Inves tment
Promot ional Board (FIPB) to se t up a new 50 crore fac i l i ty
in Maharasht ra .
Pepsi extends i t s sof t dr ink reach on na t ional sca le . Products
launched in Delhi and Bombay.
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Bri tco foods appl ica t ion c leared by the FIPB, Pepsi and
Vol tas s ta r t in i t ia l negot ia t ions for a s t ra tegic a l l iance but
ta lks break af ter a whi le .
1993
Pepsi launches Teem and Sl ice to counter Limca and Maaza
respect ive ly f rom Par le . Peps i captures about 30% market
share in about two years .
Coke f i les an appl ica t ion for a 100% owned sof t dr inks
Company wi th FIPB, Decides to par t ways wi th Rajan Pi l la i .
The Government c lears the Coke appl ica t ion in record t ime.
Voltas pul l s out of the Pepsi Food Limi ted jo in t venture .
Peps i dec ides to buyout the Vol tas share and ra ises i t s
equi ty to 92% Repor t of Coke-Par le jo in t venture ga in
s t rength .
Pepsi launched 1 l i te r bot t les in Pepsi Cola , Mir inda and
Teem f lavors . Sweeps off the 100ml segment f rom Pure
Drinks .
Coca-Cola buys out Par le and major leaders of the market ,
Ramesh Chauhan, becomes a par t of the Coke game plan .
Founta in Pepsi launched in the Nor thern par t of India .
Coca-Cola h i t s the Indian market in 300 ml a t the pr ice of
250 ml .
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2000
Coca Cola India has regis tered a growth of 18 th percent in
i t s ne t sa le dur ing the f i rs t quar ter of the current f i sca l year .
Hri th ik the burning sensa t ion of Bol lywood is h i red to
adver t i se Coke i s very ef fec t ive .
2001
Coca Cola upgraded f rom 1.5 l i te r . to 2 l i te r bot t les . wi th
the changing re ta i l scenar io in India new market ing channel
of Modern Trade i s opened up.
2010
Coke and Pepsi moves toward smal ler towns and vi l lages as
rura l income r i ses due to r i s ing farm product iv i ty to capture
th is market .
Coca cola India launches solar cooler to tap in to the markets
of unelec t r i f ied rura l v i l lages .
THE COCA COLA COMPANY
Coca Cola , the company tha t has g iven the wor ld i t s bes t -known
tas te was born in At lanta , Georgia , on May 8 , 1886. Coca-Cola
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Company is the wor ld’s leading manufacturer , marketer and
dis t r ibutor of non-a lcohol ic beverage concent ra tes and syrups ,
used to produce near ly 400 beverage brands . I t se l l s beverage
concent ra tes and syrups to bot t l ing and canning opera tors ,
d is t r ibutors , founta in re ta i le rs and founta in wholesa lers . The
Company’s beverage products comprises of bot t led and canned
sof t dr inks as wel l as concent ra tes , syrups and ready- to-dr ink
products . In addi t ion to th is , i t a l so produces and markets spor ts
dr inks , tea and coffee . The Coca Cola Company began bui ld ing i t s
g lobal ne twork in the 1920s . Now opera t ing in more than 200
countr ies and producing near ly 400 brands , the Coca-Cola sys tem
has successful ly appl ied a s imple formula on a g lobal sca le :
“Provide a moment of refreshment for a smal l amount of
money- a Bi l l ion t imes a day.” The Coca Cola Company and i t s
ne twork of bot t le rs comprise the most sophis t ica ted and pervas ive
product ion and dis t r ibut ion sys tem in the wor ld . More than
anything, tha t sys tem is dedica ted to people working long and
hard to se l l the products manufac tured by the Company. This
unique wor ldwide sys tem has made The Coca Cola Company the
wor ld’s premier sof t -dr ink enterpr ise . From Boston to Bei j ing ,
f rom Montrea l to Moscow, Coca-Cola se l l s more than any other
consumer product i t has brought p leasure to th i rs ty consumers
around the g lobe . For more than 115 years , Coca Cola has crea ted
a specia l moment of p leasure for hundreds of mi l l ions of people
every day. The Company a ims a t increas ing shareowner va lue
over t ime. I t accompl ishes th is by working wi th i t s bus iness
par tners to de l iver sa t i s fac t ion and value to consumers through a
wor ldwide sys tem of company owned and f ranchisee bot t le rs , thus
increas ing brand equi ty on a g lobal bas is . They a im a t managing
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the i r bus iness wel l wi th people who are s t rongly commit ted to the
Company values and cul ture of providing an appropr ia te ly
cont ro l led envi ronment , to meet bus iness goals and objec t ives .
The associa tes of th is Company jo in t ly take responsib i l i ty to
ensure compl iance wi th the f ramework of pol ic ies and protec t the
Company’s asse ts and resources whi ls t l imi t ing bus iness r i sks .
History
Coca-Cola was f i rs t in t roduced by John Styth Pemberton , a
pharmacis t , in the year 1886 in At lanta , Georgia when he
concocted caramel-colored syrup in a Three- legged brass ke t t le in
h is backyard . He f i rs t “dis t r ibuted” the product by carry ing i t in a
jug down the s t ree t to Jacob’s Coca-Cola was f i rs t in t roduced by
John St i th Pember ton, a pharmacis t , in the Year 1886 in Pharmacy
and cus tomers bought the dr ink for f ive cents a t the soda
founta in . Carbonated water was teamed wi th the new syrup,
whether by acc ident or o therwise , producing a dr ink tha t was
procla imed “del ic ious and ref reshing” , a theme tha t cont inues to
echo today wherever Coca-Cola i s enjoyed.Dr . Pember ton par tner
and book-keeper , Frank M. Robinson , sugges ted the name and
penned “Coca-Cola” in the unique f lowing scr ip t tha t i s famous
wor ldwide even today.
He sugges ted tha t “ the two Cs would look wel l in
adver t i s ing .” The f i rs t newspaper ad for Coca Cola soon appeared
in The At lanta Journal , invi t ing th i rs ty c i t izens to t ry “ the new
and popular soda founta in dr ink .” Hand-painted o i l c lo th s igns
reading “Coca Cola” appeared on s tores , wi th the sugges t ions
added to inform passersby tha t the new beverage was for soda
founta in ref reshment . By the year 1886, sa les of Coca Cola
averaged nine dr inks per day. The f i rs t year , Dr . Pember ton sold
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25 gal lons of syrup, sh ipped in br ight red wooden kegs . Red has
been a d is t inc t ive color associa ted wi th the sof t dr ink ever s ince .
For h is e f for ts , Dr . Pember ton grossed $50 and spent $73.96 on
adver t i s ing . Dr . Pember ton never rea l ized the potent ia l of the
beverage he crea ted . He gradual ly sold por t ions of h is bus iness to
var ious par tners and, jus t pr ior to h is dea th in 1888, so ld h is
remaining in teres t in Coca-Cola to Asa G. Candler , an
ent repreneur f rom At lanta .
By the year 1891, Mr. Candler proceeded to buy addi t ional r ights
and acqui re comple te ownership and cont ro l of the Coca-Cola
bus iness . Within four years , h is merchandis ing f la i r had he lped
expand consumpt ion of Coca Cola to every s ta te and ter r i tory
af ter which he l iquidated h is pharmaceut ica l bus iness and focused
h is fu l l a t tent ion on the sof t dr ink . With h is brother , John S.
Candler , John Pember ton’s former par tner Frank Robinson and
two other associa tes , Mr. Candler formed a Georgia corpora t ion
named the Coca Cola Company. The t rademark “Coca Cola ,” used
in the marketplace s ince 1886, was regis tered in the Uni ted Sta tes
Patent Off ice on January 31, 1893. The bus iness cont inued to
grow, and in 1894, the f i rs t syrup manufactur ing p lant outs ide
At lanta was opened in Dal las , Texas . Others were opened in
Chicago, I l l inois , and Los Angeles , Cal i fornia , the fo l lowing
year . In 1895, three years af te r The Coca Cola Company’s
incorpora t ion , Mr. Candler announced in h is annual repor t to
share owners tha t “Coca Cola i s now drunk in every s ta te and
ter r i tory in the Uni ted Sta tes .” As demand for Coca Cola
increased, the Company quickly outgrew i t s fac i l i t ies .
A new bui ld ing erec ted in 1898 was the f i rs t headquar ters
bui ld ing devoted exclus ive ly to the product ion of syrup and the
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management of the bus iness . In the year 1919, the Coca Cola
Company was sold to a group of inves tors for $25 mi l l ion . Robert
W. Woodruff became the Pres ident of the Company in the year
1923 and his more than s ix ty years of leadership took the
bus iness to unsurpassed he ights of commercia l success , making
Coca Cola one of the most recognized and valued brands around
the wor ld .
History of Coca Cola Bottl ing
Coca-Cola or ig ina ted as a soda founta in beverage in 1886 se l l ing
for f ive cents a g lass . Ear ly growth was impress ive , but i t was
only when a s t rong bot t l ing sys tem developed tha t Coca-Cola
became the wor ld-famous brand i t i s today.
Year Wise History of Bottl ing:
Year 1894: A modest start for a bold idea
In a candy s tore in Vicksburg , Miss iss ippi , br i sk sa les of the new
founta in beverage ca l led Coca Cola impressed the s tore ' s owner ,
Joseph A. Biedenharn . He began bot t l ing Coca-Cola to se l l ,
us ing a common glass bot t le ca l led a Hutchinson. Biedenharn sent
a case to Asa Griggs Candler who owned the Company. Candler
thanked him but took no ac t ion . One of h is nephews a l ready had
urged tha t Coca-Cola be bot t led , but Candler focused on founta in
sa les .
Year 1899: The first bottl ing agreement
Two young a t torneys f rom Chat tanooga, Tennessee be l ieved they
could bui ld a bus iness around bot t l ing Coca-Cola . In a meet ing
wi th Candler , Benjamin F. Thomas and Joseph B. Whitehead
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obta ined exclus ive r ights to bot t le Coca Cola across most of the
Uni ted Sta tes for a sum of one dol lar . A th i rd Chat tanooga
lawyer , John T. Lupton , soon jo ined the i r venture .
Years 1900-1909: Rapid growth
The three p ioneer bot t le rs d iv ided the country in to te r r i tor ies and
sold bot t l ing r ights to loca l ent repreneurs . Thei r e f for ts were
boosted by major progress in bot t l ing technology, which
improved ef f ic iency and product qual i ty . By 1909, near ly 400
Coca Cola bot t l ing p lants were opera t ing , most of them fami ly-
owned bus inesses . Some were open only dur ing hot -weather
months when demand was h igh.
Year 1916: Birth of the Contour Bottle
Bot t le rs worr ied tha t Coca Cola ' s s t ra ight -s ided bot t le was eas i ly
confused wi th imi ta tors . A group represent ing the Company and
bot t le rs asked glass manufac turers to of fer ideas for a d is t inc t ive
bot t le . A des ign f rom the Root Glass Company of Terre Haute ,
Indiana won enthus ias t ic approval . The Contour Bot t le became
one of the few packages ever granted t rademark s ta tus by the U.S.
Patent Off ice . Today, i t i s one of the most recognized icons in the
wor ld .
In the 1920s: Bottl ing overtakes fountain sales
As the 1920s dawned; more than 1 ,000 Coca-Cola bot t le rs were
opera t ing in the U.S. Thei r ideas and zea l fue led s teady growth.
Six-bot t le car tons were a huge h i t s ta r t ing in 1923. A few years
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la ter , open- top meta l coolers became the forerunners of
automated vending machines . By the end of the 1920s , bot t le
sa les of Coca-Cola exceeded founta in sa les
In the 1920s and 1930s: International expansion
Led by Rober t W. Woodruff , chief execut ive off icer and chai rman
of the Board , the Company began a major push to es tabl i sh
bot t l ing opera t ions outs ide the U.S. Plants were opened in France ,
Guatemala , Honduras , Mexico, Belgium, I ta ly and South Afr ica .
By the t ime World War I I began Coca-Cola was be ing bot t led in
44 countr ies .
In the 1940s: Post-war growth
During the war , 64 bot t l ing p lants were se t up around the wor ld
to supply the t roops . This fo l lowed an urgent reques t for bot t l ing
equipment and mater ia ls f rom Genera l Eisenhower ' s base in Nor th
Afr ica . Many of these war- t ime plants were la ter conver ted to
c iv i l ian use , permanent ly enlarging the bot t l ing sys tem and
accelera t ing the growth of the Company 's wor ldwide bus iness .
In the 1950s: Packaging innovations
For the f i rs t t ime, consumers had choices of Coca-Cola package
s ize and type- the t radi t ional 6 .5 ounce Contour Bot t le , or la rger
serving’s inc luding 10, 12 and 26 ounce vers ions . Cans were a lso
in t roduced, becoming genera l ly avai lable in 1960.
In the 1960s: Introduction of new brands
Spri te , Fanta , Fresca and TAB joined brand Coca Cola in the
1960s . Mr. P ibb and Mel lo Yel lo were added in the 1970s . The
1980s brought d ie t Coke and Cherry Coke, fo l lowed by PowerAde
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and Frui topia in the 1990s . Today scores of o ther brands are
of fered to meet consumer preferences in loca l markets a round the
wor ld .
In the 1970s and 1980s: Consolidation to serve
customers
Advancement in technology led to g lobal economy re ta i l
cus tomers of the Coca Cola Company merged and evolved in to
in ternat ional mega chains . Such cus tomers requi red a new
approach. In response , many smal l and medium-size bot t le rs
consol ida ted to be t te r serve g iant in ternat ional cus tomers . The
Company encouraged and inves ted in a number of bot t le r
consol ida t ions to assure tha t i t s la rges t bot t l ing par tners would
have capaci ty to lead the sys tem in working wi th g lobal re ta i le rs .
In the 1990s: New and growing markets
Pol i t ica l and economic changes opened vas t markets tha t were
c losed or underdeveloped for decades . Af ter the fa l l of the Ber l in
Wal l , the Company inves ted heavi ly to bui ld p lants in Eas tern
Europe . As the century c losed, more than $1.5 b i l l ion was
commit ted to new bot t l ing fac i l i t ies in Afr ica
21st Century: Coca-Cola today
The Coca-Cola bot t l ing sys tem grew up wi th roots deeply p lanted
in loca l communi t ies . This her i tage serves the Company wel l
today as consumers seek brands tha t honor loca l ident i ty and the
d is t inc t iveness of loca l markets . As was t rue a century ago,
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s t rong loca l ly based re la t ionships be tween Coca-Cola bot t le rs ,
cus tomers and communi t ies a re the foundat ion on which the ent i re
bus iness grows. Thus we see Coca Cola i s moving towards
Hol is t ic market ing concept bui ld ing a web of re la t ionships
be tween i t s suppl iers , bot t le rs , f ranchisee , out le t owners ,
re ta i le rs and the f ina l consumers .
COCA COLA INDIA
The Coca-Cola Company re-entered India through i t s whol ly
owned subs id iary, Coca-Cola India Pr iva te Limi ted and re-
launched Coca-Cola in 1993 af ter the opening up of the Indian
economy to fore ign inves tments in 1991. Since i t s reent ry
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opera t ions have grown rapidly through a model tha t suppor ts
bot t l ing opera t ions , both company owned as wel l as loca l ly owned
and inc ludes over 7 ,000 Indian d is t r ibutors and more than 1 .3
mi l l ion re ta i le rs . Today, i t s brands are the leading in most
beverage segments . The Coca Cola Company’s brands in India
inc lude Coca-Cola , Fanta Orange, Fanta Apple , Limca, Spr i te ,
Thums Up, Burn, Kinley, Maaza , Maaza Milky Del i te , Minute
Maid Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced
tea , the Georgia Gold range of teas and coffees and Vi t ingo (a
beverage for t i f ied wi th micro-nut r ients ) .
In India , the Coca-Cola sys tem comprises of a whol ly owned
subs id iary of The Coca-Cola Company namely Coca-Cola India
Pvt Ltd which manufactures and se l l s concent ra te and beverage
bases and powdered beverage mixes , a Company-owned bot t l ing
ent i ty, namely, Hindustan Coca-Cola Beverages Pvt Ltd; th i r teen
author ized bot t l ing par tners of The Coca-Cola Company, who are
author ized to prepare , package , se l l and d is t r ibute beverages
under cer ta in speci f ied t rademarks of The Coca-Cola Company;
and an extens ive d is t r ibut ion sys tem compris ing of our cus tomers ,
d is t r ibutors and re ta i le rs . Coca-Cola India Pr iva te Limi ted se l l s
concent ra te and beverage bases to author ized bot t le rs who are
author ized to use these to produce i t s por t fo l io of beverages .
These author ized bot t le rs independent ly develop loca l markets
and dis t r ibute beverages to grocers , smal l re ta i le rs , supermarkets ,
res taurants and numerous o ther bus inesses . In turn , these
cus tomers make these beverages avai lable to consumers across
India .
The Coca Cola Company has inves ted near ly USD 1.1 b i l l ion in
i t s opera t ions in India s ince i t s re -ent ry back in to India in 1992.
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The Coca Cola sys tem in India d i rec t ly employs over 25 ,000
people inc luding those on cont rac t . The sys tem has crea ted
indi rec t employment for more than 150000 people in re la ted
indust r ies through i t s vas t procurement , supply and dis t r ibut ion
sys tem. Coca Cola s t r ives to ensure tha t the i r work envi ronment
i s safe and inc lus ive and tha t there are p lent i fu l oppor tuni t ies for
i t s people in India and across the wor ld .
The beverage indust ry i s a major dr iver of economic growth. A
Nat ional Counci l of Appl ied Economic Research (NCAER) s tudy
on the carbonated sof t -dr ink indust ry indica tes tha t th is indust ry
has an output mul t ip l ie r e ffec t of 2 .1 . This means tha t i f one uni t
of output of beverage i s increased, the d i rec t and indi rec t e ffec t
on the economy wi l l be twice of tha t . In te rms of employment , the
NCAER s tudy notes tha t “an ext ra product ion of 1000 cases
genera tes an ext ra employment of 410 man days .”
As a Company i t s products a re an in tegra l par t of the micro
economy par t icular ly in smal l towns and vi l lages , cont r ibut ing to
crea t ion of jobs and growth in GDP. Coca Cola in India i s
amongst the la rges t domest ic buyers of cer ta in agr icul tura l
products .
As an indust ry which has s t rong backward and forward l inkages ,
the i r opera t ions ca ta lys is growth in demand for products l ike
g lass , p las t ic , re f r igera t ion , t ranspor ta t ion , and Indust r ia l and
agr icul tura l products . Thei r opera t ions a lso lead to incrementa l
growth for enterpr ises engaged in pos t product ion ac t iv i t ies l ike
merchandis ing, market ing and sa les . In addi t ion , they share bes t
prac t ices and technologica l advancements wi th i t s suppl iers ,
vendors and a l l ied indust r ies which of ten lead to improvement in
the overa l l s tandards of qual i ty across indust r ies .
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The Coca-Cola sys tem comprises of a whol ly owned subs id iary of
The Coca-Cola Company namely Coca-Cola India Pvt Ltd which
manufactures and se l l s concent ra te and beverage bases and
powdered beverage mixes , a Company-owned bot t l ing ent i ty,
namely, Hindustan Coca-Cola Beverages Pvt Ltd; th i r teen
author ized bot t l ing par tners of The Coca-Cola Company, who are
author ized to prepare , package , se l l and d is t r ibute beverages
under cer ta in speci f ied t rademarks of The Coca-Cola Company;
and an extens ive d is t r ibut ion sys tem compris ing of cus tomers ,
d is t r ibutors and re ta i le rs . Coca-Cola India Pr iva te Limi ted se l l s
concent ra te and beverage bases to author ized bot t le rs who are
author ized to use these to produce por t fo l io of beverages . These
author ized bot t le rs independent ly develop loca l markets and
dis t r ibute beverages to grocers , smal l re ta i le rs , supermarkets ,
res taurants and numerous o ther bus inesses . In turn , these
cus tomers make our beverages avai lable to consumers across
India .
History of Bottl ing in India -:
Coca Cola bot t l ing p lant opens in New Delhi
Concentra te p lant opens in India
22 bot t l ing p lants opera te in 13 s ta tes
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1977 Coca-Cola and 38 o ther companies refuse to d i lu te
s take , formal ly wi thdraws f rom Country in 1978
Re-enters India
Coca Cola i s made up of 7000 loca l employees , 500 managers ,
over 60 manufactur ing loca t ions , 27 Company Owned Bot t l ing
Opera t ions (COBO), 17 Franchisee Owned Bot t l ing Opera t ions
(FOBO) and a ne twork of 29 Contrac t Packers tha t fac i l i ta te the
manufacture process of a range of products for the company. I t
a l so has a suppor t ing d is t r ibut ion ne twork consis t ing of 700,000
re ta i l out le ts and 8000 dis t r ibutors . Almost a l l goods and services
requi red to ca ter to the Indian market a re made loca l ly, wi th he lp
of technology and ski l l s wi th in the Company. The complexi ty of
the Indian market i s re f lec ted in the d is t r ibut ion f lee t which
inc ludes d i fferent modes of d is t r ibut ion , f rom 10- tonne t rucks to
open-bay three wheelers tha t can navigate through narrow
a l leyways of Indian c i t ies and t rademarke t r icycles and pushcar ts .
Mission, Vision and Values
Mission
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Coca Cola India road map s tar t s wi th i t s miss ion, which i s
endur ing. I t dec lares the i r purpose as a Company and serves as
the s tandard agains t which they weigh the i r ac t ions and decis ions .
To ref resh the wor ld .
To inspi re moments of opt imism and happiness .
To crea te va lue and make a d i fference .
Our Vision
I t s v is ion serves as the f ramework for the i r Road map and guides
every aspect of the i r bus iness by descr ib ing what i t needs to
accompl ish in order to cont inue achieving sus ta inable , qual i ty
growth.
People: Be a grea t p lace to work where people are inspi red to
be the bes t they can be
Portfol io: Br ing to the wor ld a por t fo l io of qual i ty beverage
brands tha t ant ic ipa te and sa t i s fy people’s des i res and needs
Partners: Nur ture a winning network of cus tomers and
suppl iers , together i t c rea tes mutual , endur ing va lue
Planet: Be a responsib le c i t izen tha t makes a d i fference by
he lp ing bui ld and suppor t sus ta inable communi t ies
Prof i t : Maximize long- term re turn to share owners whi le be ing
mindful of the i r overa l l responsib i l i t ies
Product iv i ty: Be a h ighly effec t ive , lean and fas t -moving
organiza t ion
Values
Their va lues serve as a compass for the i r ac t ions and descr ibe
how company behaves in the wor ld .
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Leadership: The courage to shape a be t te r fu ture
Collaborat ion: Leverage col lec t ive genius
Integri ty: Be rea l
Accountabi l i ty: I f i t i s to be , i t ’s up to me
Passion: Commit ted in hear t and mind
Divers i ty: As inc lus ive as our brands
Qual i ty: What we do, we do wel l
Focus on the Market
Focus on needs of our consumers , cus tomers and f ranchise
par tners
Get out in to the market and l i s ten , observe and learn
Possess a wor ld v iew
Focus on execut ion in the marketplace every day
Be insa t iably cur ious
Work Smart
Act wi th urgency
Remain responsive to change
Have the courage to change course when needed
Remain const ruc t ive ly d iscontent
Work eff ic ient ly
Act Like Owners
Be accountable for our ac t ions and in ac t ions
Steward sys tem asse ts and focus on bui ld ing va lue
Reward people for taking r i sks and f inding be t te r ways to
so lve problems
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COCA COLA INDIA ORGANIZATION STRUCTURE
DISTRIBUTION NETWORK OF COCA COLA INDIA
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CCI has a wide and wel l managed network of sa lesmen appointed
for taking up the responsib i l i ty of d is t r ibut ion of products Coca
Cola India has a wide and wel l managed network of sa lesmen
appointed for taking up the responsib i l i ty of d is t r ibut ion of
products to d iverse par ts of the c i t ies . The d is t r ibut ion channels
a re const ruc ted in such a way tha t the demand of cus tomers i s
fu l f i l led a t the r ight p lace and the r ight t ime when i t i s needed by
them.
A typica l d is t r ibut ion chain a t CCI would be :
Product ion-- - -Plant Warehouse-- - -Depot Warehouse-- -
Dis t r ibut ion-- - -Warehouse-- - -Reta i l S tock-- - -Reta i l Shel f - - - -
Consumer.
The cus tomers of the Company are d iv ided in to d i fferent
ca tegor ies and di fferent routes , and every sa lesman is ass igned to
one par t icular route , which i s to be fo l lowed by him on a da i ly
bas is . A deta i led and wel l organized d is t r ibut ion sys tem
cont r ibutes to the eff ic iency of the sa lesmen. I t a l so leads to low
cos ts , h igher sa les and higher eff ic iency thereby leading to h igher
prof i t s to the f i rm.
DISTRIBUTION ROUTES
The var ious routes formula ted by Coca Cola India for d is t r ibut ion
of products a re as fo l lows:
Key Accounts: The cus tomers in th is ca tegory col lec t ive ly
cont r ibute a la rge chunk of the to ta l sa les of the Company. I t
bas ica l ly consis t s of organiza t ions tha t buy large quant i t ies of
product in one s ingle t ransac t ion . The Company provides goods to
these cus tomers on credi t , payments be ing made by them af ter a
cer ta in per iod of t ime i .e . e i ther a month of ha l f a month .
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Examples: Clubs , f ine d ine res taurants , hote ls , Corpora te houses
e tc .
Future Consumption: This route consis t s of out le ts of Coca-Cola
products , where in a considerable amount of s tock i s kept in order
to use for fu ture consumpt ion. The s tock does not exhaust wi th in
a day or two, ins tead as and when requi red s tocks are s tacked up
by them so as to avoid shor tage or non-avai labi l i ty of the
product . Examples: Depar tmenta l s tores , Super markets e tc .
Immediate Consumption: The out le ts in th is route are those
which requi re s tocks on a da i ly bas is . The s tocks of products in
these out le ts a re not s tored for fu ture use ins tead, a re exhausted
on the same day and might run a l i t t le in to the next day i .e . the
products a re consumed a t a fas t pace . Examples: Smal l s ized bars
and res taurants , educat ional Ins t i tu t ions e tc .
General: Under th is route , a l l the out le ts tha t come in a
par t icular a rea or an area a long wi th i t s ne ighbor ing areas are
ca tered to . The consumpt ion per iod i s not taken in to
considera t ion in th is par t icular route .
DISTRIBUTION SYSTEM
Direct dis tr ibut ion: In d i rec t d is t r ibut ion , the bot t l ing uni t or
the bot t le r par tner has d i rec t cont ro l over the ac t iv i t ies of sa les ,
de l ivery, and merchandis ing and loca l account management a t the
s tore level .
Indirect dis tr ibut ion: In indi rec t d is t r ibut ion , an organiza t ion
which i s not par t of the Coca-Cola sys tem has cont ro l on one or
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more of the d is t r ibut ion e lements (Sales , de l ivery, merchandis ing
and loca l account management) .
Merchandis ing: Merchandis ing means communica t ion wi th the
consumer a t the point of purchase to convey product benef i t ,
va lue and Qual i ty. Sa les people and del ivery personnel both have
th is responsib i l i ty. In cer ta in loca t ions specia l teams who go in to
bus iness loca t ions to speci f ica l ly merchandise our products .
Departments Involved In the Distr ibut ion Process
The Dis t r ibut ion process mainly consis t s of three depar tments :
Distr ibut ion Department: I t appoints d is t r ibutors and es tabl i shes
a d is t r ibut ion ne twork, processes approved sa le orders and
prepares invoices , a r ranges logis t ics and ship products , co-
ordinates wi th d is t r ibutors for col lec t ions and moni tors
d is t r ibut ion s tocks and the i r se t -up.
Finance Department: I t checks credi t l imi ts and approves sa les
orders in compl iance wi th the credi t pol icy fo l lowed by the f i rm,
records col lec t ions f rom dis t r ibutors , per iodica l ly reconci les
outs tanding ba lances f rom dis t r ibutors , obta ins ba lance
conf i rmat ion f rom dis t r ibutors and fo l lows up outs tanding
ba lances
Shipping or Warehousing Department: I t d ispatches goods as
per approved by order, ensures tha t s tocks are d ispatched on a
FIFO bas is , ensures physica l cont ro l over load out a rea and
updates warehouse s tock records in a t imely manner.
Product Portfolio
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Coca cola`s three leading brands in
cola segment are –Flagship product
Cocacola which i s s t i l l fo l lowing
the same t radi t ional rec ip ie used by
John Styth Pember ton, s ince
1886. I t i s the most Recognized
brand throughout the
wor ld ,avai lable in more than 200
countr ies . In India i t comes in the
packaging of 330 ml can, 200 ml
and 300 ml re turnable g lass
bot t les ; 500+100 ml f ree , 1 .5 l i t re
& 2 l i t re PET bot t les
Thumsup i s the leading brand of
cola among a l l i t s compet i tors
pos i t ioned a t Daredevi ls and
adventure f reaks comes in the
packaging of 330 ml can, 200 ml
and 300 ml re turnable g lass
bot t les ; 500+100 ml f ree , 1 .5 l i t re
& 2 l i t re PET bot t les
Diet coke i s the cola beverage for
hea l th conscious and diabet ics so ld
mainly as 330 ml can and 500 ml
PET bot t le .
Sprite was launched in 1999.spr i te
has not only es tabl i shed i t se l f as a
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brand which successful ly boas ts
i t ’s ‘cut - thru’ perspect ive wi th an
authent ic , edgy, i r reverent , urban
and s t ra ight forward s ty le , but has
a lso achieved s ta tus of an
undisputed youth ‘badge’ brand.
Today Spr i te i s the most prefer red
and fas tes t growing sof t dr ink in
i t s segment . i t comes in the
packaging of 330 ml can, 200 ml
and 300 ml re turnable g lass
bot t les ; 500+100 ml f ree , 1 .5 l i t re
& 2 l i t re PET bot t les .
LIMCA’S FRESHNESS IS
LIKE NO OTHER- ‘LIME N
LEMONI’
Lime ‘n’ lemoni Limca can cas t a
tangy ref reshing spel l on anyone,
anywhere . Der ived f rom ‘Nimbu’ +
‘ ja isa’ hence Lime Sa , Limca has
l ived up to i t s promise of
ref reshment and has been the
or ig ina l th i rs t choice of mi l l ions of
consumers for over 3 decade . i t
comes in the packaging of 330 ml
can, 200 ml and 300 ml re turnable
g lass bot t les ; 500+100 ml f ree , 1 .5
l i t re & 2 l i t re PET bot t les .
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Fanta entered the Indian market in
the year 1993. Perce ived as a fun
youth brand, Fanta s tands for i t s
v ibrant color , tempt ing tas te and
t ingl ing bubbles tha t not jus t
upl i f t s fee l ings but a lso he lps f ree
spi r i t thus encouraging one to
indulge in the moment . i t comes in
the packaging of 330 ml can, 200
ml and 300 ml re turnable g lass
bot t les ; 500+100 ml f ree , 1 .5 l i t re
& 2 l i t re PET bot t les
In t roduced in 1970s , Maaza has
today come to symbol ize the very
spi r i t of mangoes . Universa l ly
loved for i t s tas te , color , th ickness
and wholesome proper t ies , Maaza
i s the mango lover ' s f i r s t choice .
200 ml and 250 ml Returnable
Glass Bot t le ; 500+100 ml f ree and
1l i t re+200 ml f ree PET bot t les and
200 ml Tet ra Pack.
Minute Maid Pulpy Orange in India
was launched in Hyderabad on the
19th Of February. The product i s
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aimed to fur ther extend the
leadership of Coca-Cola in India in
the ju ice dr ink ca tegory. Minute
Maid Pulpy Orange 400 ml and 1
l i te r PET bot t les
Launched f i rs t in South of India in
January 2010, Minute Maid Nimbu
Fresh s tar ted ref reshing the whole
of India by Apr i l 2010.Comes in
400ml PET.
Kinley minera l water and soda
comple tes the product por t fo l io of
Coca Cola Company in India .
Minera l water comes in the
packaging of 1 l i te r and soda as
500 ml PET. 300 ml re turnable
g lass bot t les , 500+100 ml f ree
and 1 .5 l i te r PET bot t les .
RED (RIGHT EXECUTION DAILY)
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RED (Right Execut ion Dai ly) i s a tool to measure sa les team and
Dis t r ibutors Performance in the out le t wi th respect to a l l the
parameters of execut ion .
RED lays down s tandard for Vis i -coolers , Brand norms and
in out le t ac t iva t ion e lements .
I t lays down speci f ic norms and e lements for enhanced in-
out le t Brand execut ion .
I t t racks Brand and Brand pack penet ra t ion in out le ts .
I t a l lows for Development of shor t , mid and long term
execut ion s t ra tegies , tac t ics and ac t ion p lan .
Due to audi t charac ter i s t ic Of RED each Brand can be
measured agains t i t s speci f ic execut ion goals and can be
prec ise ly moni tored .
RED Market Segmentation Model
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1. Types Of Outlet (Channel)
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(A) Grocery Store
Grocery S tore s tocking a var ie ty of regular uses household i tems.
The channels provide an oppor tuni ty for penet ra t ion as i t propels
home consumpt ion I t inc ludes a l l k i rana s tores , ju ice s ta l l , co ld
dr ink s ta l l , depar tmenta l s tores , supermarkets , provis ion s tores
e tc .Necessary Avai labi l i ty - 2 l i te r and 300ml .
(B) Eat ing & Drinking Channel 1
Eat ing and Drinking Channel : Out le ts range f rom the h igh-end
res taurants to the smal ler dhabas . These out le ts of fer mul t ip le
Oppor tuni ty to ef fec t sa les as people usual ly order something to
dr ink a long wi th food. I t inc ludes- :
- Res taurants
- Bars and Pubs
- Dhabas
- Sweet shops
- Quick service res taurants
(C) Eat ing & Drinking Channel 2
I t inc ludes minimum 5 se t table & chai r out le ts where people can
s i t whi le d in ing.
(D) Convenience Channel
Pan/beedi shops : This segment inc ludes Pan/beedi out le ts tha t
s tock c igare t tes , mint , and confec t ionary . I t covers STD/ISD
phone booths , t ravel channel e tc . Smal l out le ts tha t mainly se l l
200ml or 300ml bot t les . They may a lso se l l 600ml mobi le PET.
INCOME GROUP
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According to the income group of the people l iv ing in a par t icular
a rea
Low income
Medium income
High income
Based on Volume Pattern
According to the volume sa le in the out le ts the company has
adopted a unique pol icy of ca tegor iz ing the out le ts in four
d i fferent segments such as :
DIAMOND
GOLD
SILVER
BRONZE
DIAMOND
Those out le ts in which the annual sa le of Coca Cola products a re
more than 800 cra tes .
GOLD
Those out le ts in which the annual sa le of Coca Cola products a re
less than 200 cra tes .
SILVER.
Those out le ts which g ive an annual sa le of Coca Cola products
be tween 200 to 499 cra tes .
BRONZE.
Those out le ts in which annual sa le of Coca Cola products a re less
than 200 cra tes .
RED PARAMETERS OF EXECUTION
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VISICOOLER SPECIFICATIONS
Visicooler i s SGA(sales genera t ing asse t ) for both Coca Cola
company and i t s cus tomers which comprises of Shopkeepers ,
Genera l merchants , Mal ls , Baker ies , Convenience s tores ,e tc .
through which the product reaches to end consumer therefore i t
becomes very impor tant to mainta in the c leanl iness and pur i ty
s tandard of v is icooler.RED s t ipula tes tha t the fo l lowing
condi t ions should be fu l f i l led wi th regards to v is icooler - :
Visicooler should be in working condi t ion .
I t should be p laced in pr ime loca t ion in the shop/out le t so tha t
i t i s v is ib le to each and every cus tomer.
I t should be c lean and pure f rom Non coca cola products .
I t should fo l low rack and brand order compl iance
i .e . COLOJ-K (colas , lemon, orange , ju ice , Kinley water &
soda) .
RED PARAMETERS
COOLER SPECIFICATION
ACTIVATION ELEMENTS
AVAILABILITY BRAND PACKS AND ORDER
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Activation Elements
Act iva t ion e lements refer to those v isual e lements which ac t iva te
the need of par t icular product in the consumer ’s mind. These
tools inc lude g low s igns s tandees , f langes , Menu boards for
combo offers e tc . g iven to out le ts by the company for e ffec t ive
sa les promot ion and t r igger ing impulse sa les . Market
developer /Pre Sales representa t ives must ensure tha t a l l these
ac t iva t ion e lements must avai lable a t a l l the out le ts .
Deta i l s of ac t iva t ion e lements- :
Grocery Stores :
1 . Warm Display Rack
2. Shel f Display
Optional Elements-:
1. Standee
2. Flange
3. Six Mobi le Hanger
4 . Vis i Cooler Brand St r ip
Activation Elements for E&D-:
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1. Combo Standee
2. Flange or Standee
3. Branded Table Mat
4. Menu Board or Menu Card
Optional Elements -:
1. Warm Display Rack
2. Table Top Rack
3. Tent Card
Activation Elements For Convenience-;
1. Warm Display Rack or 1 Tier Rack
2. Flange or Standee
3. Aeria l Mobi le Hanger
Optional Elements:-
1. Table Top Display
2. Vis icooler Brand St r ip
Price List/Price Communication
Activation is not complete unti l price l is t is not stuck on
visicooler.Price communication is essential for complete
activation of a part icular outlet . Price l is t should be
complete and clear for easy understanding of prospective
consumer.
Availabil ity Brand Packs and Order
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All the brands should be present in the every d is t r ibut ion channel
but main concern i s tha t 300 ml & 200ml should be present in the
every channel and 600 ml and 1 .5 l i te rs per bot t les should be
present in the Eat ing and. dr inking, convenience and Grocery
shop. Al l the Brands should be avai lable to consumer on a l l the
out le ts as per RED segmenta t ion in var ious packaging avai lable .
Red Score Tracking
The performance of market developer i s measured on the bas is of
score t racking.
Tracking wi l l be done of the fo l lowing Parameters :
1 . Vis icooler 20 points
2 . Avai labi l i ty 65oints
3. Act iva t ion Elements 15 points .
ADVANCE SALES AND SERVICES PRIVATE LTD
Cocacola`s Visicooler
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Advance Sales And Services Pr iva te Limi ted (ASSPL) i s a Sales
& Market ing Head off ice Of Br indavan Beverages Pvt . Limi ted
(BBPL) in Lucknow. Br indavan Beverages Pvt . Ltd . (BBPL) i s
one of the major Bot t le rs of the Coca Cola Company in India ,
opera t ing in Ut tar Pradesh. I t has i t s Manufactur ing uni t in
Lucknow, Raibare i l ly, Barabanki , Lal i tpur, Jhans i , S i tapur and
Hardoi .ASSPL is a l so a Depot f rom which fo l lowing markets of
Lucknow are ca tered to- :
1) Kalyanpur
2) Vikasnagar 1&2
3) Nishatganj 1&2
4) New Hyderabad 1&2
5) Indranagar 2 & 3
6) Jankipuram 1a 1b 1c
7) Jankipuram 2a 2b
8) Dandaiyya route
9) IT/Kapur tha la
10) Al iganj
11) Transgomti 1 & 2
Other two depots a re loca ted a t Charbagh and Lucknow which
ca ters to the markets of res t of Lucknow and adjoin ing areas .
Var ious market ing d iv is ions of ASSPL are as fo l lows- :
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General Trade- As the name Sugges t th is d iv is ion looks af ter the
genera l shops and s tores of the c i ty a long wi th some ea t ing and
din ing out le t .
Modern Trade- This d iv is ion looks af ter the b ig shops and Mal ls
of the c i ty and i s a lso known as key accounts Depar tment mainly
because i t forms the b igges t cus tomer Base for the Company. In
th is d iv is ion cus tomer buy goods f rom the company on th i r ty day
credi t and can do payment through cheques as wel l . For Example
Good Bakery, Big Bazaar e tc .
Rural Trade - As the name sugges ts th is Divis ion i s mainly
responsib le for market ing coca cola products to rura l a reas and
outs ide the main c i ty area .
New Product Development –Again as the name Sugges t th is
d iv is ion i s mainly responsib le for Promot ing new products in to
the Market . For Example Coca cola has recent ly launched minute
Maid 100% juice range in the Market which comes in three
Flavors apple , orange and grapes . This product i s qui te new when
compared to es tabl i shed p layers l ike PepsiCo’s Tropicana And
Dabur`s Real So New product Development has a Chal lenging job
to promote and penet ra te Packaged ju ice market in Lucknow.
MARKETING PROCESS AT ASSPL
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Presale Concept
In th is concept company takes order one day before and then
de l ivers the product to each route . So th is g ives more t ime to
market developer to assure RED compl iance .
This concept has fo l lowing advantages-
This g ives more t ime to the market developer for the
ac t iva t ion & branding purpose .
By th is company can eas i ly implement the RED concept in
be t te r way
Presa le concept makes assure of more avai labi l i ty of the
products in the market .
This concept i s easy in process ing By th is concept market
developer can ar range the product in be t te r way.
The Company can d isplay i t s products in proper way so tha t
cus tomers can a t t rac t towards i t .
Permanent Journey Plan (PJP)/Route Card
The P.J .P . p lan i s a day wise schedule of a market Developer
which conta ins the names of the out le ts to be v is i ted by h im
coming under R.E.D. where i t has to be implemented af ter ge t t ing
permanent journey plan the next s tep was to v is i t the out le ts for
ga in ing in i t ia l informat ion of every individual out le t as wel l as
market on a whole . The v is i t to a l l the out le ts of tha t a rea he lped
in reveal ing i t s market condi t ion . Vis i t ing the out le ts c lear ly
showed the p ic ture of the market s i tua t ion prevalent in market .
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This Route card has to be f i l led before v is i t ing the market by
each market developer and Presa le representa t ive .
Daily Sales Report
In this report detai ls of various outlet visi ted is entered by
the pre sale representat ive/ market developer. I t also helps
in tracking market condit ions of a part icular area and
performance of part icular market developer or pre sale
reprentat ive.
Order Sheet
In this Order of various Brands and SKU`s required by the
part icular outlet as per the demand is entered from where i t
goes into office records. A copy of this order sheet is
given to depot manager who then dispatches these
demanded products in a delivery truck or trol ley the very
next day.
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RESEARCH METHODOLOGY
The methodology used to analyze the projec t i s mainly based on
survey method and th is survey was conducted through
Quest ionnai res and i t a l so inc lude d i rec t contac t wi th grocery
re ta i le r , convenience s tore , ea t ing and dr inking and consumer .
For survey sample s ize was taken f rom di f ferent loca t ion of
Lucknow and i t was covered wi th the he lp of market developer
and key account manger of the Advance Sales & Service Pr iva te
Limi ted .
The sample col lec ted f rom two hundred f i f ty out le t of each
Grocery , Convenience and Eat ing & Drinking.
Research design:
A research des ign i s pure ly and s imply the work or p lan for a
s tudy tha t guides the col lec t ion and analys is of the da ta . I have
chosen descr ip t ive research des ign for s tudy
Sampling:
Sampl ing s tudies are becoming more and more popular in a l l
types of mass s tudy. The resul t of sampl ing has a t ta ined a
suff ic ient ly h igh s tandard accuracy
Sample Design : Non random sampl ing
Size of sample : 250
Sources Of Data Collection
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The data are col lec ted f rom pr imary and secondary sources .
Primary Sources
Gather informat ion through Quest ionnai re .
Direc t in terview wi th Grocery out le t , Convenience s tore ,
Eat ing and dr inking and consumer.
Secondary Sources
o www.Coca-Cola .com,
o www.wikipedia .com,
o www.coca-cola india .com
Act iva t ion bookle t of the coca-cola .
RED t racker of the market developer.
Magazines - Business World , Management and Technology
Limitations
Although a l l e ffor ts have been taken to make the resul t s of
survey as accura te as poss ib le but the survey suffers f rom the
fo l lowing l imi ta t ions :
The t ime per iod of s tudy was only for two month so i t was
not poss ib le to cover a l l the areas and go in to the depth of
the problem and make analys is .
The area of survey was Lucknow dis t r ic t and i t was
concent ra ted on urban area only.
The psychologica l condi t ion var ies f rom place to p lace
because in many places out le t owner was not suppor t ive .
Some respondents le f t some of the ques t ions unanswered
e i ther due to inabi l i ty to put a s t ra in on mind or they d id not
know the answer.
Training Activit ies
1) To col lec t order each and every out le t .
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2) To check vis icooler wi th 100% pur i ty.
3) To see a sof t dr ink in Brand Order.
4) To see every out le t i s th is sof t dr ink present in d isplay rack
5) To see every out le t v is icooler wi l l present in pr ime loca t ion .
6) To vis i t every out le t in regular bas is .
7) To go every out le t and l i s ten any problems in v is icooler and
sof t dr ink to be noted in compla in d iary.
8) To see each and every out le t worked in be t te r condi t ion .
9) To see as a Market developer (M.D) every out le t fu l f i l l s the
cr i te r ia wi th respect to v is icooler.
10) To see as a Market developer (M.D.) i f any out le t wi l l not
se l l ing our product .
11) Sugges t ive Sel l ing .
DATA ANALYSIS AND FINDING
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Quest ionnaire
Outle tType: E&D…………..Grocery…………..Convenience………
Outle t Owner :……………….Locat ion: ……………………………….
MDName. . . . . . . . . . . . . . . . . . . . . . . . .Contac t no . :………………………………
ACTIVATION
1. Number of out lets needs act ivat ion e lements?
Act iva ted= 190 Not ac t iva ted=60
BRAND ORDER
2. Number of out let fo l lowing brand order?
Brand order-168 No Brand order-82
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PURITY
3. Number of out lets having puri ty?
Pure- 172 Unpure-78
PRIME POSITION
4. Number of out let located at prime posi t ion?
Prime posi t ion -167 No prime posi t ion-83
TRADE CHANNEL
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5. Distr ibut ion of trade channel
Convenience- 206 Grocery- 16 E&D- 28
VISI COOLER
6. Distr ibut ion of Vis i cooler in the market
2c- 4 , 4c- 28 , 7c- 100, 9c- 98 , 11c- 10 , 20c- 6 , 30c- 4
VPO CLASS
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7. Volume wise distr ibut ion
Diamond-57, Gold- 56 , S i lver- 135, Bronze- 2
GOD REQURIED
8. Number of out let need glass order demand
God requi red- 231 No requi red- 19
Findings
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76% out le t f rom the sample of 250 out le ts which have
suff ic ient ac t iva t ion e lements but remaining 24% out le ts a re
not fu l ly ac t iva ted .
In our s tudy i t i s revealed tha t 67 .2% from the se lec ted
out le t fo l low the Brand Order COLOJ-K, but remaining
32.8%are not fo l lowing the brand order
68.8% of v is i ted out le t , v is icooler a re pure i .e . in v is icooler
only the product of Coca cola are p laced and 31.2% of
out le ts don’t keep v is i cooler pure .
66.8% of v is i cooler a re a t pr ime pos i t ion where consumer
can see our product and choose as per there need whereas
33.2% vis icoolers a re not in pr ime loca t ion .
82.4 out le ts a re convenience s tore , 11 .2% are under the E&D
and 6 .4% are grocery shop.
1.6% out le ts have 2 caser cooler,11 .2% have 4 caser,40% are
7 caser,39 .2% are 9 caser,4% are 11 caser,2 .4% are 20 caser
and 1 .6% are 30 caser.
54% market covers under the s i lver ca tegor ies where as
remaining 22.8%, 22.4%, 0 .8% are under d iamond, gold , and
bronze respect ive ly.
92.4% out le ts don’t have a suff ic ient number g lass order
demand i .e . they can crea te s tock p i le according to the v is i
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coolers provided to them and 9 .6% are those out le ts which
have suff ic ient number of GOD.
Suggest ions
We must v is i t a l l RED out le ts where the ac t iva t ion e lements
are miss ing and i t must be ac t iva ted immedia te ly.
We must v is i t a l l those out le ts and ar range the product
according to COLOJ-K where are products a re not p laced in
the v is icooler according to COLOJ-K.
All the MD needs to v is i t a l l the red out le ts regular ly to
keep the v is icooler pure .
Prime pos i t ion of v is icooler enhances the v is ib i l i ty of the
product which he lp consumer to choose the product and
some t imes i t inf luences the cus tomers to swi tch over f rom
s imi lar product
We should t ry to es tabl i sh counters a t s t ra tegic p laces so
tha t product i s avai lable a t r ight p laces and a t r ight t ime.
We need to put e ffor t to increase the requi red number of
GOD as per the v is icooler s ize so tha t the s tock i s avai lable
in advance .
Act iva t ion exerc ise should be done on war foot ing .
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Visicooler should be g iven only to most des i rable re ta i le rs
who have loca t ion advantage and not to everybody
Conclusions
Prime pos i t ion of Vis i -cooler outs ide the out le t p lays an
impor tant ro le in the se lec t ion of the sof t dr ink by cus tomer.
Few act iva t ion e lements l ike Table Top, Glow Shine Board ,
Hanger ; Road Stand plays a major ro le in increas ing sa le of
the sof t dr ink .
Supply of product as wel l as s tock keeping uni t i s not up to
the mark
Avai labi l i ty s tandard in out le t i s not according to te rms and
condi t ions of the company.
There are number of unsa t i s f ied red out le t wi th compla ins
regarding product shor tage .
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Recommendations
Regular v is i t to d is t r ibutors by middle level managers to
unders tand ground rea l i t ies of the market
Sales promot ion and adver t i s ing to be made more f requent
for brand bui ld ing.
Communicat ions should be improved between shopkeeper
and presa le representa t ive .
Improve coordinat ion be tween sa lesman and market
developer /presa le representa t ive .
On Minute Maid ju ices label ing should be more e labora te
about nut r i t ional va lue as in Tropicana ju ices
New market ing t ie -ups should be under taken wi th upcoming
ea t ing and din ing out le ts .
Outle ts which are performing consis tent ly should be
rewarded wi th specia l incent ives and schemes.
Company should adopt re la t ionship market ing s t ra tegy and
t ry to es tabl i sh long term re la t ionship wi th shopkeepers ,
re ta i le rs and out le t owners as they are the once who push the
sa le of company’s products .
ANNEXURE
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Questionnaire
Outle t Type:
E & D……………Grocery……………. Convenience……………
Outle t Name: …………………….. . . . . . . .Locat ion:………………..
MD Name………………………………
1. Vis i cooler s ize
a . 4vc
b. 7vc
d. 11vc
e . 20vc
c . 9vc
f . 30vc
2. VPO class
a . Bronze
b. Gold
c . S i lver
d . Diamond
3. Pr ime loca t ion of Vis icooler
a . Yes
b. No
4. Brand order
a . Yes
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b. No
Pur i ty
a . Yes
b. No
5. Act iva t ion e lement avai lable
a . Yes
b. No
6. Number of Glass order demand (GOD)
………………………………………
7. Dai ly Sales
………………………………………
8. Do you agree tha t RED helps in “Developing a be t te r market by
developing an out le t”?
a . Yes
b. No
9. Your Comment on RED
………………………………………………………………………………
…………………………………………
BIBILOGRAPHYReference:
Market ing Research: Naresh Malhot ra Market ing Management : Phi l ip Kot ler
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Research Methodology: C. R. Kothar i www.coca-cola india .com www.cocacola .com