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RED (RIGHT EXECUTION DAILY)

SUMMER TRAINING Project Report

For Hindustan Coca-Cola Beverages Pvt Ltd. Panki Industrial Area, Dada Nagar Kanpur

Under guidance of SUBMITTED BYMr.Dheeraj Agarwal GURUNATH GOWTHAM(Sales Team Leader) MBA

INSTITUTE OF ADVANCED MANAGEMENT & RESEARCH

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GHAZIABAD

COCA-COLA ENTERPRISE INC.

Type : Public

Founded : 1886

Headquarters : Atlanta Georgia USA

Chief Executing Officer : John Brock

Chief Financial Officer : William W Douglas

Industry : Beverages

Revenue : $19800 billion USD

Operating income : $1.495 billion USD

Net Income : $1.143 billion USD

Employees : 73000 (approx)

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CERTIFICATE FROM THE GUIDE

This is to certify that project titled “ IMPACT OF RED” in Kanpur city for

“HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based On

live Project study conducted by HRISHI SHARMA at Kanpur during his

tenure as a summer trainee with us and in our guidance.

PLACE: DHEERAJ AGARWALDATE: (Sales Team Leader)

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ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr.Shitala Singh(Area

team leader HR) Hindustan Coca-Cola Beverages Pvt. Ltd. for given

me an opportunity to associate myself to the world’s largest soft drink Co.

Carry out my project titled RED survey. I would like to thank Mr. Manish

Pundeer(Area Sales Manager) to recommending my name for the summer

trainee.

I am sincerely thankful to Mr.Dheeraj Agarwal (Sales team leader) under

whose guidance I have successfully completed this project. I think him for

his consent, encouragement, and warm response and for filling every gap

with valuable ideas that has made this project successful.

I also thankful to outlet holders to whom I visited for their support,

information, cooperation, advice to complete my project detail.

I would give my sincere thanks to staff and members of HCCBPL.

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I wish to express my heartiest gratitude to our Director Mr. Hanuman

Sharma for giving me useful guidance for summer internship.

.

It is a privileged to express my sincere thanks to our honorable

Placement officer Mrs. Palkie Viz for giving me an opportunity to undergo

this project.

I would like to thank our Head of Marketing Department Mr. Ajay

Singh & our faculty of Research Methodology Mrs. Kriti Priya Gupta for

giving sound marketing concepts which helped me in writing for this

Project.

HRISHI SHARMA

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INDEX

CHAPTER 1-INTRODUCTION

CHAPTER 2- RED (Right Execution Daily) Objective of study Scope of study RED Concept

CHAPTER-3 Company Profiles History of Coca cola Cocacola in India

CHAPTER-4 Industrial Profile Soft drink Industry In India Coca-Cola in India Vision of coke in India Mission of coke in India

CHAPTER-5 Product Profile Different brands of the Company Brand Tagline Brand Ambassadors Detail of Brands

CHAPTER -6 Competitive Areas Competitive area among Coke & Pepsi Advertising

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Brand ambassadors & TV Commercials Promotion by the company

CHAPTER -7 Marketing Department Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company

CHAPTER-8 Methodology Research methodology PGP Plan Pre Sale Concept

CHAPTER -9 Hypothesis Test of hypothesis Swot analysis Push & Pull Strategy

CHAPTER -10 Conclusion Conclusion Findings Facts Suggestions

CHAPTER -11 Questionnaire

QUESTIONAIRE Declaration References

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1. INTRODUCTION

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2. RED (Right Execution Daily)

2. RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY

The main objective of this RED project is to increase the sales of

the company.

The next objective of this projects is to advertise the various

Products of the company.

To find out the present status of ThumsUp, Coke, Sprite, Limca,

Fanta, Maaza at the retail outlets in the area.

To study the receipting of brand among retailers.

The study helps to know the distribution and marketing strategy of the

company.

To find out available opportunities in the market by finding gaps in

competitors penetration.

To collect data from retailers for the activation of new channels.

Find out ways to increase sales new launches to different channels.

To study the presale concept of the coke.

To enhance the market share of the company.

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SCOPE OF THE STUDY

By this study company can know its growth.

This study helps the company to know their actual position in the

market.

RED helps to find out the promotion activities of the company and

help to make relevant changes according to their rivalry company.

This study ensures the availability of the product in the market.

The study also helps in the evaluation of the market developer.

RED helps to maintain the outlets in a well designed way to attract the

consumers.

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RED CONCEPT

RED stands for Right Execution Daily. It is a survey method for the

company to know their position in the market. For this company has hired

Ac Nielson & co. The survey gets done once in a month. RED is a set of

norms divided into outlet wise.

ABOUT RED

To check the availability of the visi cooler provided by the company

to the retail outlets for their products.

To check the activation in various outlets.

To check the branding order of the various products in the cooler.

Survey has done in the four topics-

Impurity

Brand Order

Availability

Activation

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IMPURITY

There should be no impurity in the visi cooler of the company. Impurity here

refers to that brand which is presented in the visi cooler other than coke’s

product. Therefore not other product of any other company may not be in the

cooler.

BRAND ORDER

The company has given a brand order to the market developers to arrange

the different brands in a specific order in the cooler. The order should be in

such a way-

Thumsup

Coca cola

Sprite

Limca

Fanta

Maaza

Kinley

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Pet & Juice

AVAILABILTY

Availability is done according the type of outlet. There are four type of

outlet mentioned below. According to this market developer has to ensure

the availability of the products in the particular outlet.

ACTIVATION

Activation is important because it helps to boost the sales of the company. it

is done through the Glow sign, DPS, flanges. Combo boards, Table

tops .This boards usually gives to the E&D outlets .It helps to attract the

customers. Rack with header is provided to the grocery stores.

Activation Elements

Market developer must ensure that all these activation elements must

available at all the outlets. Detail of activation elements must available at

GROCERY STORES:

1. WARM DISPLAY RACK

2. SHELF DISPLAY

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SHELF DISPLAY

DISPLAY OF RACK VISI COOLER

OPTIONAL ELEMENTS:-

1. STANDEE

2. FLANGE

3. SIX MOBILE HANGER

4. VISI COOLER BRAND STRIP

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ACTIVATION ELEMENTS FOR E&D:-

1. COMBO STANDEE

2. FLANGE OR STANDEE OR GSB

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. AERIAL MOBILE HANGER

OPTIONAL ELEMENTS:-

1. TABLE TOP DISPLAY

2. VISICOOLER BRAND STRIP

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TYPES OF OUTLETS

The company has divided their outlets on the basis of the following criteria-

Volume

Channel

Income group

VOLUME

There are four types of outlets according to the volume of sales of the outlet-

Diamond - 800>C/s & above

Gold - 500-799C/s

Silver - 200-499C/s

Bronze - <200C/s

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1. Types Of Outlet (Channel)

(A) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses

household items. The channels provide an opportunity for penetration as it

propels home consumption.

It includes all kirana stores,juice stall,cold drink stall, departmental

stores, supermarkets, provision stores etc.

Necessary Availability - 2 liter and 300ml

(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to

the smaller dhabas. These outlets offer multiple

Opportunity to effect sales as people usually order something to drink along

with food. It includes

- Restaurants

- Bars and Pubs

- Dhabas

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- Sweet shops

- Quick service restaurants

(C) EATING & DRINKING CHANNEL 2

It includes minimum 5 set table & chair outlets.

(D) CONVENIENCE CHANNEL

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI

outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone

booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml

bottles. They may also sell 600ml.

INCOME GROUP

According to the income group of the area-

Low

Medium

High

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Market Segmentation models

CHANNELCLUSTER

Based on consumption

occasion

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Visi-cooler position, display & Brand Order Compliance

Under RED market developer has to ensure that shopkeeper must display all

products. Display may be in the form of Shelf Display, Table Top Display

etc. All products must be displayed in brand order i.e. Thumsup, Coke,

Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley (mineral

water & Soda water).

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TYPES OF VISI COOLER/CHESTCooler - 2C/s Chest- 4C/s

4C/s 10C/s> above

7C/s

9C/s

20C/s

30C/s

RED SCORE TRACKING

The performance of market developer is measured on the basis of score

tracking.

Tracking will be done of the following Parameters:

1. Visi-cooler 35 points

2. Availability 40 points

3. Activation Elements 25 points

TOTAL 100 points

These 100 points are distributed in various Parameters explained in the

following table:

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RED Scoring Sheet

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MY ROLE IN PROJECT “RED”

IMPLEMENTATION – First and foremost task for me was to

implement the project in the given area with the support of MD’s

(MARKET DEVELOPER). Various norms for different outlets had been

fixed but their implementation was very important. Different areas were

assigned to me in which I implemented RED and these areas are further

visited by various higher officials of the organization.

I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution.

I did scoring on the scoring sheet. The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components

1. VISI COOLER - 30 points

2. AVAILABILTY - 50 points

3. ACTIVATION – 20 points

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MARKET AUDITING (TRACKING PERFORMANCE)

– Tracking performance of the MD of corresponding area was also

my responsibility. I had to score him on fixed norms (RED SCORING

SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like

absence of co-ordination between MD’s and SALES TEAM and report to

higher officials (Mr. Dheeraj Agarwal) and DGM (SALES).

BRAND CONTACT - I had to interact regularly with

shopkeepers to know their grievances and solve them. If I could solve them

then I reported them to my company guide, else he suggested me the

alternatives.

AVAILABILTY - I also need to give company weekly availability

report of various brands.

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3. COMPANY PROFILES

HISTORY OF COCACOLA

The world has changed in many ways since pharmacist, John Styth

Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. The name and the product mean so many things to hundreds of

Millions of consumers around the globe. Coca-Cola products are served more

than 705 million times every day, quenching the thirsts of consumers in more than 195

countries in every climate. That's a long way to come after such a modest beginning...

 May

1886

- Pemberton concocted a caramel-colored syrup in a three-legged

brass kettle in his backyard. He first "distributed" the new product by

carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For

five cents, consumers could enjoy a glass of Coca-Cola at the soda

fountain. Whether by design or accident, carbonated water was

teamed with the new syrup, producing a drink that was proclaimed

"Delicious and Refreshing." Dr. Pemberton's partner and

bookkeeper, Frank M. Robinson, suggested the name and penned, in

the unique flowing script that is famous worldwide today, "

".

1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.

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Pemberton sold 25 gallons of syrup, shipped in bright red wooden

kegs. Red has been a distinctive color associated with the No. 1 soft

drink brand ever since.

1891 - Atlanta entrepreneur Asa G. Candler had acquired complete

ownership of the Coca-Cola business for $2,300. Pemberton was

forced to sell because he was in a state of poor health and was in

debt. Within four years, Candler's merchandising flair helped expand

consumption of Coca-Cola to every state and territory.

1893 - In January "Coca-Cola" was registered in the U.S. Patent office.

1917 - 3 Million Coke's sold per day. " " is the worlds most

recognized trademark.

1919 - The Coca-Cola Company was sold to a group of investors for $25

million.

1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest

Woodruff for 25 million dollars. He gave Coca-Cola to his son,

Robert Woodruff, who would be president for six decades.

Woodruff's leadership took the business to unrivaled heights of commercial

success, making Coca-Cola an institution the world over.

During the Woodruff era, Mr. Woodruff made a promise to the armed

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forces of the United States to supply Coca-Cola to every serviceperson. He

said that costs and location did not matter; he supplied 5 billion bottles to

the service.

1925 - 6 Million Coke's sold per day.

1927 - The first Coca-Cola radio advertisement.

1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.

1943   On June 29, an urgent cablegram arrived from General Dwight

Eisenhower's Allied Headquarters in North Africa, requesting 10

Coca-Cola bottling plants to serve American servicemen overseas. 

Eventually, 64 plants were set up during WWII.

1950 - Advertising on on the television began. Currently Coca-Cola is

advertised on over five hundred TV channels around the world.

1961 - Sprite was introduced.

1971 - The song "I'd like to Buy the World a Coke" was released.

1978 - The two liter bottle was introduced, and during that same year the

company also introduced plastic bottles

1982 - Diet Coke was introduced in July.

1985 - The Coca-Cola Company made what has been known as one of the

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biggest marketing blunder. They stumbled onto a new formula in

efforts to produce diet Coke. They put forth 4 million dollars of

research to come up with the new formula.

The new formula was a sweeter variation with less tang, it was also slightly

smoother. The factor that influenced the change was that Coke's market

share fell 2.5 percent in four years. Each percentage point lost or gain meant

200 million dollars. This was the first flavor change since the existence of

the Coca-Cola company. The change was announced April 23, 1985 at the

Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and

newspaper reporters attended this very glitzy announcement.

The change to the world's best selling soft drink was heard by 81 percent of

the United States population within twenty-four hours of the announcement.

Within a week of the change, one thousand calls a day were flooding the

company's eight hundred number. Most of the callers were shocked and/or

outraged, many said that they were considering switching to Pepsi. Within

six weeks, the eight hundred number was being jammed by six thousand

calls a day. The company also fielded over forty thousand letters, which

were all answered and each person got a coupon for the new Coke. Many

American consumers of Coca-Cola asked if they would have the final say.

When Pepsi heard that the Coca-Cola company was changing its secret

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formula they said that it was a decision that Pepsi tastes better. Roger

Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major

newspaper in the U.S. to declare the victory.

Coca-Cola management had to decide: Do nothing or "buy the world a new

Coke". They decided to develop the new formula.

 

1985 - July 10, eighty-seven days after the new Coke was introduced, the

old Coke was brought back in addition to the new one. This was

greatly due to dropping market share and consumer protest. The

market share fell from a high of 15 percent to a low of 1.4 percent.

This was said to be a classic marketing retreat. Coca-Cola executives

admitted that they had goofed by taking the old Coke off the market.

The Coca-Cola company's eight hundred number received eighteen

thousand calls of gratitude. The comeback of old Coke drove stock

prices to the highest level in twelve years. This was said to be the

only way to regain the lead on the cola wars.

1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.

1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of

Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of

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the Olympics.

CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of

Atlanta. They accomplish this through scholarships, hotlines, donations and

contributions. Another large accomplishment that the Coca-Cola has, is

being the first company to make and use recycled plastic bottles.

JOHN PEMBERTON

COKE IN INDIA

Despite the formidable track of its parent $18 billion giant in Atlanta

USA.Coke India record 1800 crore soft drink makers is prominent.Cocacola

entered in India market after 16 years from Hathras Dec 1993.Cocacola

became the undisputed leader of the Indian soft drink market because of

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their aquiring rights of Ramesh Chauhan aerated Parle drinks with one

stroke of pen and a bill of 140 crore, coke picked by five brands Thums up,

limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup

alone accounting for 56% then 650 crore segment.

BENCHMARK

Cocacola ranks no.1 brand in the world by the business world survey

followed by companies like Microsoft and IBM.

Cocacola is the market leader in the whole world in beverage industry.

Business week magazine ranks Cocacola on 4th position in Indian

FMCG industry.

Cocacola enjoys approx 60% market share in Indian beverage

industry.

4. INDUSTRIAL PROFILE

SOFT DRINKS INDUSTRY IN INDIA

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Since the early 1990’s Coca-Cola Corporation and PepsiCo have been

combating on what is known as the “Beverage Battlefield” in India. Today

India is one of the most sought after countries for foreign investments

because of their continually growing market opportunities. However during

Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both

companies encountered several obstructions on their pursuits of conquering

the Indian soft drink market.

INTIAL DIFFICULTIES

From a historical standpoint, Coca-Cola and Pepsi were facing

obstructions even before entering the market in the late 1980’s. Coca-Cola’s

past venture in India had ended on bad terms with the Indian government

BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

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when they refused to offer up their trade secrets. During the absence of

foreign investment in the soft drink industry in India a local company, Parle,

became the market leader. Parle invested a great deal into their leading

brand, Thums Up, and played a dominant role in the soft drink industry until

the liberalization of the Indian economy in 1991. After this time many of the

political and legal obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES

Other political challenges hindered the success of Coca-Cola and

Pepsi in India as well. In 2003, when the United States and Britain invaded

Iraq, the All-India Anti-Imperialist Forum called a boycott on goods from

America and India. Indian’s protested American companies for the war and

specifically targeted Coca-Cola and Pepsi products. While the war was

beyond control for these two companies, management perhaps could’ve

done more to not only attempt to predict the backlash from Indian

consumers due to the war, but also could’ve created advertisement

campaigns to address the situation.

While political and legal factors produced problems for Coca-Cola

and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that

situation from happening. Both companies heavily participated in the

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cultural festival of Navratri in western India to promote their products and

create brand awareness in a culturally traditional setting. The companies also

produced television and print advertisements that linked important Indian

themes to their products by “building a connect using the relevant local

idioms” Coca-Cola and Pepsi both utilized popular Indian sporting events,

athletes, and celebrities to endorse their products. Both companies could’ve

made the mistake of using American celebrities or already made American

commercials to advertise their products in India, but instead made the right

move by making advertisements to specifically target their foreign market.

PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by adapting to

cultural barriers in India. One such barrier was the affordability of products

for Indians. Because India is a country where people are known to live on

very little a day, the idea of getting people to spend what little they have on a

soft drink could be quite a stretch. However Coca-Cola India went with an

aggressive pricing policy and reduced the price of their soft drinks in 2003

from 15% to 25% nationwide. To compete competitively in the market,

Pepsi reduced their prices as well. This move allowed both companies to

offer products that were affordable to the target market in India but also

encouraged more Indians to consume Pepsi and Coca-Cola products.

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Both companies also created smaller sized bottles to allow for lower

prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in

size from 200 ml to 500 ml to adapt to cultural needs and increase their

sales. By offering smaller sized bottles many consumers also increased the

frequency in which they were purchasing the soft drinks.

COCACOLA IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left

rather than reveals its formula to the government and reduces its equity stake

as required under the Foreign Exchange Regulation Act (FERA) which

governed the operations of foreign companies in India. After a 16-year

absence, Coca-Cola returned to India in 1993, cementing its presence

with a deal that gave Coca-Cola ownership of the nation's top soft-drink

brands and bottling network. Coke’s acquisition of local popular Indian

brands including Thums Up (the most trusted brand in India21), Limca,

Maaza, Citra and Gold Spot provided not only physical manufacturing,

bottling, and distribution assets but also strong consumer preference. This

combination of local and global brands enabled Coca-Cola to exploit the

benefits of global branding and global trends in tastes while also tapping into

traditional domestic markets.

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Leading Indian brands joined the Company's international family of brands,

including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes

product range. In 2000, the company launched the Kinley water brand and in

2001, Shock energy drink and the powdered concentrate Sunfill hit the

market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India,

making it one of the country’s top international investors.22 By 2003, Coca-

Cola India had won the prestigious Woodruf Cup from among 22 divisions

of the Company based on three broad parameters of volume, profitability,

and quality. Coca-Cola India achieved 39% volume growth in 2002 while

the industry grew 23% nationally and the Company reached breakeven

profitability in the region for the first time.23 Encouraged by its 2002

performance,

Coca-Cola India announced plans to double its capacity at an investment of

$125 million (Rs. 750 crore) between September 2002 and March 2003.24

Coca-Cola India produced its beverages with 7,000 local employees at its

twenty-seven wholly-owned bottling operations supplemented by seventeen

franchisee-owned bottling operations and a network of twenty-nine contract-

packers to manufacture a range of products for the company. The complete

manufacturing process had a documented quality control and

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assurance program including over 400 tests performed throughout the

process

The complexity of the consumer soft drink market demanded a distribution

process to support 700,000 retail outlets serviced by a fleet that includes 10-

ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts

that were used to navigate the narrow alleyways of the cities.25 In addition

to its own employees, Coke indirectly created employment for another

125,000 Indians through its procurement, supply, and distribution

networks.

COCACOLA :VISION

Provide exceptional strategic leadership in Coca-Cola India System resulting

in consumer and customer preferences and loyalty through Coca-Cola’s

commitment to them and in highly profitable Coca cola branded beverage

system.

COCACOLA:MISSION

Create consumer products services and communications customers service

and bottling system strategy process and tools in order to create competitive

advantage and deliver superior value to-

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Consumers as a superior beverage experience.

Consumers as an opportunity to grow profit through the use of

finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and

value added

Suppliers as an opportunity to make reasonable when creating real

value added in environment of system wide teamwork, flexible

business system and continuous improvement.

Indian society in form of contribution to economic and social

development.

5. PRODUCT PROFILE

DIFFERENT BRANDS OF COMPANY

The Coca-Cola Company offers a wide range of products to the customers

including beverages, fruit juices and bottled mineral water. The Company is

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always looking to innovate and come up with, either complete new products

or new ways to bottle or pack the existing drinks. The Coca-Cola Company

has a wide range of products out of which the following products are

marketed by HCCBPL:

In the Cola Section :

In the Lemon Section

In the Orange & Apple section:

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In the mango section:

In the juice section :

In the Soda Water and Bottled Mineral Water section:

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BRANDS TAGLINE

Thumsup - Taste the thunder

Cocacola - Open happiness

Sprite - Seedhi baat no bakwaas ,clear hai

Limca - Fresh ho jao

Fanta - Go bite

Maaza - Bina guthli wala aam

BRAND AMBASSDORS

Thumsup -Akshay Kumar

Cocacola -Aamir Khan

Sprite -Shahrukh Khan

Fanta -Genelia D’souza

Limca -Riya Sen

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ABOUT BRANDS

THUMSUP

It is the leading brand of the company. It has cola flavor. Thumsup is the

highest selling beverage brand of India. Mostly like by the youngsters

specially boys.

The competitor of the brand on same category is Pepsi.

COCACOLA

This is the worlds most famous & old brand. This brand is specially liked by

teenagers & youngsters.

The competitor on the cola category is Pepsi.

SPRITE

This brand is the one of the fastest growing brand in the country. Sprite is

liked by all age groups & people. Jan 09 report of “The times of India”

claims sprite to be the second brand in sales after Thumsup

Competitor : 7up & Mountain dew

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LIMCA

Limca is cloudy lemon in flavor. This is very unique in this category .It has

white in color.

Competitor : Nimbooz

FANTA

Fanta has two flavors apple & orange. This is very popular drink among

females.

Competitor: Mirinda, Parle’s Appy fizz

MAAZA

This has mango flavor. Maaza is popular among children and women.

Competitor: Slice, frooti

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family

drink.

Competitor : Tropicana

KINLEY

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This comes in two variety-mineral water & soda. Mineral water is used by

all but soda is commonly used for alcoholic purpose by adult people.

Competitor : Aquafina, Bisleri

PACKAGING DETAILS

1.2 LTR1 LTR

600ML

2 LTR

250ML

200ML

300ML

PACK SODALIMCASPRITEFANTA THUMSUP

COKEMAAZA

YES

YES

NO

YES

NO

NO

NOYES

YES

YES

NO

YES

YES YESYESYESYESYES

NONOYES

NONOYES

NO

YESYESYESYESYES

NOYESYESYESYES

NONONONONO

NOYESYESYESYES

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NUMBER OF BOTTLES IN A CASE

1.2 LTR

1 LTR

600ML

2 LITRES

250ML

200ML

300ML

PACK NO.OF BOTTLES IN A CASE

12

6

24

9

24

24

24

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6. COMPETETIVE AREA

Competitive area among Coke & Pepsi

Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in

India, followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail

volume shares of Coca-Cola India and PepsiCo India slipped in 2006, as a

result of the growing health concerns caused by the aftermath of the

pesticides controversy, both maintained a comfortable lead over the other

manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the

carbonates giants over the review period, to emerge as the third ranked

company in 2006. The battleground for beverages has moved from

carbonates to bottled water and fruit/vegetable juice, with manufacturers

turning their attention towards these healthier beverages, as consumer

interest continues to surge forward. A number of new players have entered

fruit/vegetable juice and bottled water, vying for a slice of the growing pie.

While cricket had always been the most popular sport in India,

with new technology coming into cricket from coverage to sports gear to

day/night versions of the game, it was set to acquire the status of a religion

in the sub-continent. Pepsi picked up the opportunity early on by not only

contracting the rights to all Tests and One Day Internationals (ODIs) played

in India, but also signing up top performers early such as Sachin Tendulkar

and Rahul Dravid and creating some very cutting edge and memorable

advertising campaigns with them.

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The distribution network of Coca cola had 6.5 lakh outlets across the country

, which the company is planning to increase to 8 lakhs . On the other hand

Pepsi Co's distribution network had 6 lakh outlets across the country which

it is planning to increase to 7.5 Lakh .

ADVERTISING

Advertising is a non promotion of goods & services by sponsor who can

identified and who has paid for his communication. Their purpose of

advertisement is to sell something goods or services,idea ,person or place.

BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)

Bollywood rising stars Asin (left) for Pepsico’s Mirinda,Genelia D’souza (Right) for

cocacola’s Fanta

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.

Tennis star Sania Mirza for Sprite

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Bollywood star Aamir Khan for Coke

Bollywood star Akshay kumar for Thums up

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Sprite “seedhi baat” TV add

Limca “fresh ho jao” TV add

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Minute maid pulpy orange TV add

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

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PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

Sprite “kholega toh bolega” IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite,

Official Pouring Partner of Kolkata Knight Riders (KKR) had  announced

the launch of a Special edition ‘Sprite Kolkata Knight Riders’ bottle. The

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latest initiative was a part of brand Sprite’s larger consumer engagement

program to leverage the second season of DLF IPL, 2009.

Independent research reports have shown, out of the 230 million mobile

phone users in the country, the youth continues to be the largest users of

mobile phones. Combining this key insight with the passion of T20 cricket,

company had launched a special edition ‘Sprite Kolkata Knight Riders’

bottle with insignia of key players.  

Complimenting the innovation, Sprite was also rolling out a special

‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia.

In the offer consumers just need to drink Sprite and look out for a unique 9

digit code under the crown and SMS the code. Lucky consumers get once-

in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR

team. In addition, consumers also get a chance to win a Nokia mobile phone

every hour. The entire initiative was applicable RGB and also on all PET

packs of Sprite.

To create awareness about ‘Kholega Toh Milega’ digital initiative, the

company had launched a mass media campaign featuring Shahrukh Khan,

owner KKR, to be telecast on all the leading TV channels across India.

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PROMOTION DURING OFF SEASON

Limca Launches ‘Laptop Ki Barish’ Consumer Initiative

Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop

Ki Barish’ consumer initiative nationally. As part of this unique initiative a

computer generated lucky draw would provide consumers a chance to win

“HP Mini Laptop” every hour for the next 45 days. The initiative is

applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500

ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the

under the crown initiative consumers just need to SMS “LIMCA” followed

by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.

The national initiative is designed to leverage the popularity of digital

media like mobile phones (Both GSM & CDMA & IVRS), internet and

laptops amongst soft drink consumers and would run from 1st August to

14th September, 2009

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7. MARKETING DEPARTMENT

Marketing Team at Kanpur

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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

Manufacturing Plant, KANPUR (H.P)

Sales and Distribution Operations

Distributors

Outlets

Outlets

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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

they need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution

Warehouse --- Retail Stock --- Retail Shelf --- Consumer

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.

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Criteria for providing free chilling equipment

An ice box is provided for the sale of 1-2 crates daily to the retailers.

For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.

For the sale of 7-8 crates daily a visicooler of 7 crates is provided by

the company.

If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep

fridger is provided by the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest

cooler,

SGA PROVIDING COMPANIES

Whirlpool India Limited

Godrej Appliances

Western refrigerator limited

Rockwel Industries

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8. RESEARCH METHADOLOGY

The research includes the study which was descriptive in nature.It basically

aims about how coke schemes plays in the mind of shopkeepers and the

consumers.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

Observation

Experiment

Survey

Here we include the primary method of survey

Research Instruments-

Questionnaire-A printed questionnaire was their to make the survey.

RED scoring sheet

Area of Survey-Yashoda nagar,Shyam nagar,Koyla nagar,Kidwai

nagar

Sampling plan

Sampling unit - Owners of the retail outlets.

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Sampling size- 250 outlets

Sampling procedure-Random sampling

Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data was not available so

it is taken from company records.

AREA- Govind nagar, Naveen market, Arya agar, Yashoda nagar, Kidwai

nagar

SIZE OF VISICOOLER

IS PRESELLING IS GOOD OR THERE IS SOME GAP

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HOW MUCH HAS THE VISIBLE PRODUCT?

LEADING BRAND OF COCACOLA

CHANNEL OF COKE

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OUTLET BELONG TO WHICH CLASS

INCOME GROUP

MARKET SHARE

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DIVISION OF MARKET

RETAILER FAMILIAR WITH PROJECT RED

Project RED is a live project. It can broadly be classified in two stages,

which can be described as follows.

Initial Stage:-

This stage comprises of Product Knowledge and Process Knowledge.

The product knowledge means the knowledge of every product and its

variants offered by the company-

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The Process Knowledge means the knowledge about the distribution

of the product and its variants from the sales depot to the different

retailers of the city.

The actual knowledge about the product and the process was attained with

the help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle

(vehicle which carries coke product from depot to different outlets) along

with salesman. By the route riding it is very easy to grasp and understand

how the cola market actually works. Route riding elaborated the factors

influencing the cola market and provided the information about the

competitor’s strategies and schemes which they offer to the retailers in order

to gain advantage. Retailer’s grievances were best know with the help of

route riding through personal interaction. Also with route riding any one can

know about the sales status of an outlet on a daily basis.

Later stage :

This stage comprises of the serious implementation of the

project RED in the area of Yashoda nagar, Kidwai nagar,KANPUR.

To ensure effective and fruitful implementation of the campaign,

market developers (M.D.) were appointed by the company. Market

Developers carried the responsibility to handle all the activities under

the R.E.D. campaign.

The first step involved in this stage was to select the outlets

where the campaign has to be implemented. The outlets are selected on the

basis of some parameters like annual sale of the outlet, type of the outlet,

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space available at the outlet etc. Total available market was mainly

segmented on two parameters, which are already discussed above.

(1.) Outlet volume

(2) Channel cluster

PJP PLAN

(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market

developer which contains the names of the outlets to be visited by him

coming under the campaign R.E.D. where the project has to be implemented.

After getting permanent journey plan the next step was to visit the

outlets for gaining initial information of every individual outlet as well as

market on a whole. The visit to all the outlets of that area helped in revealing

its market condition. Visiting the outlets clearly showed the picture of the

market situation prevalent in market..

PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes order

one day before and then delivers the product to each route. So this gives

more time to market developer to assure RED.

This concept has so many advantages-

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This gives more time to the market developer for the activation &

branding purpose.

By this company can easily implement the RED concept in better

way.

Presale concept makes assure of more availability of the products in

the market.

This concept is easy in processing.

By this concept market developer can arrange the product in better

way.

The Company can display its products in proper way so that

customers can attract towards it.

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9 .HYPOTHESIS

Hypothesis

(A) Null hypothesis (H0 ):The coke has more consumption then

Pepsi.

(B) Alternate Hypothesis (H1): The coke has not more consumption

then Pepsi.

(C) Let the level of significance is(α)= 5%In testing the hypothesis

since the test is two tailed is Z=+-1.96

TEST FORMULA

Z= P1-P2 √PQ[1+ 1] n1 n2

P= n1P1 +n2P2 n1+n2Q=(1-P)

where

P-Total population proportion of Coke & PepsiP1-Sample proportion of cokeP2-Sample proportion of Pepsin1- sample size of coken2- sample size of Pepsi

After calculated value is Z=1.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted.

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CONCLUSION –The coke product is more consumption then Pepsi.

2) Hypothesis

(A)Null hypothesis (H0 ):The market share of coke is higher then

Pepsi.

(B)Alternate Hypothesis (H1): . The market share of coke is not

higher then Pepsi.

(C)Let the level of significance is(α)= 5% which the hypothesis is

tested.

FORMULA

Z = P*-P √P(1-P) n

P=Sample proportionP*=Population proportionn=sample size

The calculated value is less then value calculated from the table that is 1.96, So the null Hypothesis is accepted.

CONLUSION- The Market share of coke is higher than Pepsi

3) Hypothesis

(A)Null hypothesis (H0 ):Presale is good for the company.

(B)Alternate Hypothesis (H1): Presale is not good for the company

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(C)Let the level of significance is(α)= 5% which the hypothesis is

tested.

FORMULA

Z = P*-P √P(1-P) n

P=Sample proportionP*=Population proportionn=sample size

The calculated value(1.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted.

Conclusion – Presale is good for the company.

SWOT ANALYSIS

1. STRENGTHS:-

DISTRIBUTION NETWORK: The Company has a strong

distribution network consisting of a number of efficient salesmen,

700,000 retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10-tonne trucks to

open-bay three wheelers that can navigate through narrow alleyways

of Indian cities and trademarked tricycles.

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STRONG BRANDS: The Coca-Cola has been named the world's top

brand for a fourth consecutive year in a survey by consultancy

Interbrand. It was estimated that the Coca-Cola brand was worth

$70.45billion. People all over the world enjoy coca cola products

more than 1.3 billion times per day.

COST OF OPERATIONS: The production, marketing and

distribution systems are very efficient due to forward planning and

maintenance of consistency of operations, which minimizes wastage

of both time and resources, leads to lowering of costs.

2: WEAKNESSES:

LOW EXPORT LEVELS: The brands produced by the company are

brands produced world wide thereby making the export levels very

low. In India, there exists a major controversy concerning pesticides

and other harmful chemicals in bottled products including Coca-

Cola .Therefore, people abroad, are apprehensive about Coca-Cola

products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY

TO INVEST AND ACHIEVE ECONOMIES OF SCALE:

The Company’s operations are carried out on a small scale

and due to Government restrictions and ‘red-tapism’, the Company finds it

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very difficult to invest in technological advancements and achieve

economies of scale.

3: OPPORTUNITIES :

LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1

per cent share of the soft drinks market; this includes a 42 per cent

share of the cola market. Other products account for 18.1 per cent

market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new

products, which are not manufactured abroad, like Maaza etc and

export them to foreign nations. It can come up with strategies to

eliminate apprehension from the minds of the people towards the

Coke products produced in India.

HIGHER INCOME AMONG PEOPLE: Development of India as a

whole has lead to an increase in the per capita income thereby causing

an increase in disposable income. The beverage industry can take

advantage of such a situation and enhance their sales.

4: THREATS:

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IMPORTS: As India is developing at a fast pace, the per capita

income has increased over the years .If consumers shift onto

imported beverages rather than have beverages manufactured

within the country, it could pose a threat to the Indian beverage

industry as a whole in turn affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India is

accompanied by a variety of regulations at each stage on the

consequence from production to consumption. Therefore, this can

limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND: Low per capita disposable

income, large number of daily wage earners, poor roads; power

problems; and inaccessibility to conventional advertising media. All

these problems might lead to a slowdown in the demand for the

company’s products.

CHANGING OF CONSUMERS PREFERENCE: The Company

should keep a eye on the changing preferences of the consumers.

PUSH & PULL STRATEGY

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PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and trade

promotion money to induce intermediaries to carry, promote and sell the

product to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade schemes

to distributors, agency owners and retailers.

PULL STRATEGY:-

HCCBPL is also using Pull strategy in which they are using advertising and

promotion to persuade consumers to ask intermediaries for the company

brand product by this way HCCBPL inducing customer to order it from

shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks, standees,

mobile hangers and visicooler brand strips.

10. CONCLUSION

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RED is a worldwide project of COCA COLA Company. This project is

playing a very important role for the company. With the help of this project,

sale of the company has been increased. Because in this project there is one

market developer who has to ensure that Visicooler must be on prime

location, all brands must available, all brands must displayed in brand order

i.e. COLOJK. All the activation elements like warm display rack, table top

rack, standees etc must be available at all outlets come under RED. All these

elements help the company in increasing the sales because

JO DIKHTA VO BIKTA HAI

Definitely when sales increase then profits also

increases. With the help of this project company has increased its sale in

Kanpur region and also company can measure or check the performance of

each retailers working all over the world with COCA COLA COMPANY.

FINDINGS

1). According to the demand of outlet owners, delivery of products are not

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made available in the outlets.

2). Efficient brands of coca – cola are not available in outlets.

3). Sales people and delivery persons do not visit the outlets on a regular basis.

4). Advertisement materials are not available in the right time at the right place i.e.

Different Channels like Grocery, Convenience, E&D.

5). Many outlet owners have complains on improperly working visicooler i.e. its cooling

Capacity is low or its lights are not working.

6). Improper management is seen as No mechanics visit the outlets despite of

Complaints issued by outlet owners

7). Visicoolers are not placed at their Prime locations in many outlets

8). Many outlet owners express deep in satisfaction towards coca-cola as they do not get

any Prize or Cash discount as they receive from other companies.

FACTS

The most popular flavor is Thumsup in the whole market.

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Cocacola is the market leader and Pepsi is the market challenger.

Thumsup has the highest sales from the Coca cola’s side and from the

Pepsi‘s side mountain Dew has the highest sales.

Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes then Cocacola.

Sprite has the fastest grownup brand in the clear lime segment in the

recent years.

In the off season when the sale is reduced retailers want more

schemes.

Minute maid has not getting good response from the market.

SUGESSTIONS

1. Delivery position should be maintained to get good return from the

market.

2. The company must try to make different brands of Coca-Cola available

at every retail outlet whether it is large or small, otherwise the

consumer may go for substitute.

3. Sales People and delivery persons should properly monitor the market

whether stocks are available and are properly utilized in the market or

not.

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4. We can provide them beautiful display racks, tablemats, menu-cards

etc, containing the trademark and brand name of the company.

5. Display material should be provided to the retailers on more regular

basis to increase the sales level.

6. Maintenance work of refrigerator; i.e. purity must be improved.

8. The company should take steps to replace damaged or unsellable Coca-

Cola goods frequently from the retailers.

9. The Company employees should make direct contact with the consumers,

so that they may aware with real situation of the market and consumers

attitude towards the product. For this they can arrange awareness camps in

different locations.

10. At every petrol-pump we should install Fountain Machine. It will be

helpful in generating impulse purchase and also as awareness about the

products of the company among the consumers.

11. QUESTIONNAIRE

NAME OF OUTLET OWNER:

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AREA CONTACT NO.:

(A ) GENERAL QUESTIONS

1).Type of channel

a) Grocery ( )b) Eating & Drinking ( )c) Convenience ( )

2). Type of category

a) Diamond ( )b) Gold ( )c) Silver ( )

3). Are you familiar with project RED?

a) Familiar ( )b) Unfamiliar ( )

4).Your belief on Coca Cola increased from Project RED by?

a) 25% ( )b) 50% ( )c) 75% ( )d) 100% ( )

5).What kind of incentives you are getting from distributors?a) Schemes ( )b) Prizes ( )c) Scratch coupons ( )d) Cash discount ( )e) None ( ) ( B ) AFTER PROJECT RED

6) Improvement in condition of visicooler?

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a) Yes ( )b) No ( )c) As it is ( )

7) Has the availability of product increased?

a) Yes ( )b) No ( )c) As it is ( )

8) Has the activation of outlet increased?

a) Yes ( )b) No ( )c) As it is ( )

9) Is the delivery of Coca cola’s product increased?

a) Yes ( )b) No ( )

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c) As it is ( )

(C ) PERFORMANCE OF RED TEAM

10) What is the performance of Market developer?

a) Poor ( )b) Good ( )c) Better ( )d) Best ( )

11) What is the frequency of deliveryman visit?

a) Daily ( )b) Weekly ( )c) Monthly ( )d) Never ( )

12) What is the frequency of visit of DGM/MEM?

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a) Daily ( )b) Weekly ( )c) Monthly ( )d) Never ( )

13) Do you want to continue with RED project?

a) Continue ( )b) Discontinue ( )

14) Any suggestion?………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

DECLARATION

I, HRISHI SHARMA, hereby declare that this Project titled “INCREASING

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IMPACT OF RED (RIGHT EXECUTION DAILY) in Kanpur

city for “ HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is

based on live project study conduced by me under the guidance of Mr.

DHEERAJ AGARWAL.

This project has not been submitted earlier for the award of any other

Degree/diploma to any other Institute or University.

PLACE: HRISHI SHARMA DATE :

REFERENCES

BOOKS

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Marketing Management : Philip Kottler

Ramaswamy

Marketing Research : Bound, Stash & Others

“Booklet of RED”, COCA COLA INDIA

INTERNET

www.coca-cola.comwww.cocacolaindia.comwww.oligopoly.comwww.medianewsline.com