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)

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.

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

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

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 .

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.

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.

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 .

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.

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 .

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

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

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

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

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

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

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

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,

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

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.

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 .

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

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

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 .

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

COCA COLA INDIA ORGANIZATION STRUCTURE

DISTRIBUTION NETWORK OF COCA COLA INDIA

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 .

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

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

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

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 .

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

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)

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

1. Types Of Outlet (Channel)

(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

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

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

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-:

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

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

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- :

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

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 .

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.

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

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 .

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

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

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

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

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

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

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 .

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 .

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

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

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

Research Methodology: C. R. Kothar i www.coca-cola india .com www.cocacola .com