Summer Project

On

Right Execution Daily (RED)

Pr esented by

Muk esh Ver ma

Re g. 3020070181
Introduction About the Coca-Cola Company
ØCoca-Cola, the product that has given the world its best-known
taste was born in Atlanta, Georgia, by John S. Pemberton, on May 8,
1886.

ØNow operating in more than 200 countries and producing nearly

400 brands.

ØThe vast Indian operations comprise 25 companies owned bottling

operations & 24 franchises –owned bottling operations.

ØThe Coca-Cola Company also produces & markets non carbonated

including water, juice drinks energy & sports drinks, tea & coffee.

ØConsumer Servings (per day): nearly 1.6 billion.

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

ØIt has already invested nearly US$ 1 billion in India.

ØIn 1993 Coca Cola was launched in Agra (India) again with a
slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand
with Parle export Pvt. Ltd.

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

ØIn this present scenario Coca –Cola has tried to grab the 60%
market share in India
Introduction of Wave Beverages (P) ltd.
ØTeja Singh Kandhari in 1968 started his own bottling company
called Amritsar bottling company.

Ø1972 they started bottling another brand called “Rim Zim”

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

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

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

ØIn September 2006 the Amritsar Beverages was converted into

Wave Beverages.(P) Ltd.
What Is RED?
ØRED (Right Execution Daily) is defined as a tool to measure the
performance of the distributor in the outlet by setting up some
standard or parameter of execution.
ØRED is the survey method that company started in 2007.
ØIt adds value to customers and consumers through “Excellence in
Execution” at the point of sale.
ØFor the survey of RED Company had hired the person from A.C
Nielson One of the best survey company. The survey gets done daily
in a year. In the RED concept the Coca-Cola company done survey
daily in the market.
ØA monthly report on RED is send to Hindustan Coca- Cola
Beverages Private Limited.
What does RED Do?
ØFirstly, Check the visi-cooler management.

ØSecondly, check the availability of the product in the outlet.

ØLastly, check the activation in the outlet.

ØThese all the check Market Developer in daily routine.

ØHe check the 25 outlet in a day and make the report out of 100
score. Score tracking is following:-
ØVisi-cooler = 30
ØAvailability = 50
ØActivation = 20
Segmentation Model of RED outlet
Major Competitors
Coca-Cola PepsiCo Coca-Cola PepsiCo

Miri nda
Objective
ØTo determine the effectiveness of activation, availability and visi-
cooler in outlet

ØDetermine the brand preference for customer.

ØTo activate an outlet which is not an active

ØGain feedback /suggestion from the outlet.

ØTo get familiarize with the present market scenario

Research Methodology
ØSources of data collection
Primary
Secondary

ØResearch design
Descriptive

ØSample Design
Non random sampling

ØSize of sample
75
Task and Duties
This all task designed by the industry guide Mr. Saleem Haider.

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

ØSecondly, the company give me a task make the 75 outlet RED

score 100% in two areas Patti and Bhikhiwind with the Market
Developer Mr. Sandeep Kumar in 11 to 10 August.

ØFinally, company give me final task in this task I show the result
my training period and fill the questionnaire in 75 outlet
Graphical Representation
Which brand preferred by customer
Visi-cooler is 100% pure?
Visi-cooler is prime position?
RGB 300 ml is available?
Water 500 ml or 1 litre is available?
Combo short, Rack or Table top is activating?
Limitation
ØSome retailers shown non-cooperative behaviour at the time of data
collection for this study.

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

ØThe psychological condition varies from place to place because in

many places outlet owner was not supportive.

ØThe study being undertaken in the peak season of May month

might not have produced accurate data.

ØSome respondents left some of the questions unanswered either due

to inability to put a strain on mind or they did not know the answer
Findings
ØVisi-cooler problem in the market.

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

ØLimca is the most selling brand of the company.

ØCoca-Cola RED concept is very effective, it ensure the availability

of product and activation on outlets.

ØIt recommended the proper utilization of assets

ØWith the help of retailer as well as the customer get more

knowledge about the brand of the company.

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

Suggestion
ØCompany should increase its schemes.

ØCompany should provide the special discounts on that outlet which

sale is high.

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

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

ØCompany should make some strategy to compete with local cold

drink brands.

ØCompany should need Promotion program which was held for

MMPO because "Jo Dikhta Hai Woh Bikta Hai"
Future Plan
ØCoca-Cola aims for gold by going green for 2010 Winter Olympics.

ØIncrease visibility

ØWide range

ØActivation

ØEffective service.

ØHighest Quality
SWOT Analysis
Strength
ØQuality

ØMarketing Division

ØMaximum market share

ØIt has got the tag of Worlds brand market leader in Beverage
Industry.
Weakness
ØNo proper follow up for local key accounts.

ØCustomer feedback system is not effective.

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

ØCustomer demand is augmented day by day, which is not

satisfied well on time.
Opportunity
ØCan increase its market share with proper planning and
activation.

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

ØBig Hospitals and Club, Super markets

ØVarious work channel, education channels, Hotels and multi

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

ØPreference of juices and energy drinks over cold drinks.

ØVarious local competitors.

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

ØI have concluded that market share of Coca-Cola is higher than

Pepsi and almost all the outlets are selling the coke’s products.

ØI can suggest the company should work out early on their

complaints regarding to visi cooler, Availability of visi cooler in the
outlets should be increase so that sale could increase, Company
should give proper scheme to the outlets and in the last I would like to
say that Pepsi is far away from the Coke in the competition.
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