IMPLEMENTATION OF RED(RIGHT EXECUTION DAILY) AND ITS IMPACT ON SALES
BY
Chandrashekar Reddy.k 0911 PGDM 021
RED (RIGHT EXECUTION DAILY)
Visi-cooler
Availability
Activation Elements
VISI COOLER
PRIME Location – Visible to every one
Is the cooler 100% pure with coke products?
Is the cooler standard, as the cooler size based on the sale of outlet?
Are there any shelf complaints?
Is the display of the Coca-Cola products in a standard manner such as Thums up, sprite, Maaza, Fanta and Limca",)
MARKET SEGMENTATION MODEL UNDER RED
AVAILABILITY
THE COMPANY HAS DIVIDED THEIR OUTLETS ON THE BASIS OF THE FOLLOWING CRITERIA-
VOLUME
CHANNEL
INCOME GROUP
VOLUME
DIAMONDDiamond - 800>C/s & above per year
GOLDGold - 500-799C/s per year
SILVERSilver - 200-499C/s per year
BRONZEBronze - <200C/s per year
CHANNEL Grocery-All kirana stores
-Departmental stores
-supermarkets
-provision stores etc.
E & D Type 1-QSR
-Bakery
-juice centers
-soft drink shops
-ice cream parlor
-tea shops etc.
E & D Type 2-sit down Restaurants
-bars
-Dhabas
-cafes etc.
Convenience-Chemists soap
-STD booths
-Pan - Bidi shops etc.
INCOME GROUP
Low- Those outlets where low income customer comes.
Medium- Those outlets where medium income customer comes.
High- Those outlets where high income customer comes.
ACTIVATION ELEMENTS
GSB BOARD FLEX STAND FLANGE PRICE COMMUNICATION
Activation elements are based on different Channels, different VPOs, different income groups
OBJECTIVES OF THE STUDY
It is to understand the availability of the product.
To know the availability of Activation elements in the outlet.
To know the impact of the activation elements on sales.
To know the effect of visi cooler on sales after placing it in prime position
To know the working condition of the visi cooler provided by the company.
To know the demand for the new product MMNF (Minute Maid Nimbu Fresh) in different channels, volume outlets and localities.
To know the demand for Coke in different channels, volume outlets and localities.
To compare the schemes with competitor Pepsi products.
To know and improve the scope of the product. To analyze the effect of their schemes
periodically through the reports. To improve the service to the outlet. To take the suggestions from the outlet owners
for better service and for the better relationship between sales team and the outlets.
RESEARCH METHODOLOGY
Descriptive methodology is used to conduct the survey
Sampling unit - Owners of the retail outlets. Sampling size- 200 outlets Sampling method- Random sampling For survey, sample size was taken from
different locations of Hyderabad. The sample collected from two hundred
outlets of each Grocery, Convenience and Eating & Drinking outlets.
FINDINGS
With a great brand value, with good sales COCA-COLA is the market leader in AP.
There are not enough activation elements in some outlets to attract the customer.
Some outlets needed big size coolers for further increase in sales.
In some outlets offers are not reaching. In summer season, no matter of brand, there
will be high demand for cold soft drinks. So stock should be available every time, supply should be in-time.
DATA ANALYSIS
SWOT Analysis
FUTURE SUGGESTIONS
LIMITATIONS
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