A

PROJECT REPORT

ON

EFFECTIVENESS OF RIGHT EXECUTION DAILY

(MARKET ANALYSIS) IN

PATNA

FOR

COCA-COLA

HINDUSTAN BEVERAGES PVT.LTD

SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF
MASTER IN MARKETING MANAGEMENT
SUBMITTED BY
RAVI BHARDWAJ
ALARD INSTITUTE OF MANAGEMENT SCIENCES. PUNE
2009 – 2011

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 ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. SHIDHARTH SHARMA (Market

Execution Manager) and Mr. BHAIBHAV GUPTA (Distribution Manager) HINDUSTAN
BEVERAGES Pvt. Ltd. Patna. for giving opportunity to associate myself to the world’s largest
soft drink company and to carry out my project my titled “RIGHT EXECUTION DAILY
SURVEY”

I am sincerely thankful to market developer sales training leader under

whose guidance. I have successfully completed this project and the time spend with him has been
a great learning experience . I think him for his constant encouragement ,warm response and for
filling every gap with valuable ideas that has made this project successfully.

I would also give special thank to all the outlet holders to whom . I visited
for their support, information, co-operation, advice to complete my project details would give
my sincere thanks to all the staff and the member of Hindustan Beverages Pvt. Ltd.

I wish to express to my heartiest gratitude to prof Mrs Surekha Pawar.

Alard Institute Of Management Sciences Pune.

RAVI BHARDWAJ

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 DECLARATION

I hereby declare that the research entitled “HINDUSTAN BEVERAGES PVT.

LTD., PATNA” has been prepared by me.

I also declare that this research which training has been conducted in partial
fulfillment of the requirement for the degree of “MASTER IN MARKETING
MANAGEMENT (M.M.M)” of the Pune University, Pune has been the result of my
own efforts and this research has not formed a basis for the award of any other
Degree/Diploma/Fellowship by Pune University, Pune or any other university.

DATE RAVI BHARDWAJ

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 CONTENTS: Page No.
1. Introduction. 14-26

1.1. Company Profile. 15-19

1.2. Definition and purpose of the project. 20

1.3. Scope and objectives of the project. 21

1.4. Salient contributions of the project. 22

1.5. Outline of the project report. 22-26

2. Review of Literature. 27-38

2.1. Theoretical framework, and background theory. 28-33

2.2. Review of the existing literature. 33-38

3. Report Design on the Present Project. 39-42

3.1. Research Methodology. 40

3.1.1. Method of research: Descriptive. 39

3.1.2. Objectives (with justifications). 41

3.1.3. Data type: Primary & Secondary. 41

3.1.4. Data collection: Description of Tools. 41

3.1.5. Sampling. 42

4. Results and Interpretations. 43-56

4.1. Details about the outcome of the research. 43-55

5. Conclusions. 57-59

5.1. Salient conclusions from the work. 58-59

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6. Limitations of the project. 60-61

7. Recommendations. 62-64

7.1. Guidelines for the Implementation based on conclusions. 62

7.2. Procedure for Implementation. 63

7.3. Expected outcome from the recommendations. 64

Appendix: 65-68

References / Bibliography: 69

Exhibits: 70-78

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6
7
 Executive Summary

The title of project is “EFFECTIVENESS OF RIGHT EXECUTION DAILY AND MARKET

ANALYSIS OF COCA COLA” in PATNA.

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RED (Right execution daily) is a tool to measure sales team and distributors performance
in the outlets with respect to all parameters of execution. For effective score of market
execution compliance against the picture of success , Red deals with all the departments
from manufacturing to advertisement and it effects the operating cycle as well. RED also
deals with developing of market their targeting, segmenting and positioning of products
and it involves various strategies to the brand as well as the products with enhancing the
personality, image, identity ,culture, belief etc each and every day. The person who drives
the culture of RED is the market developers who is responsible for the increasing market
size by tapping the untapped market, proper execution of brands and products,
maintaining relationship with the market ,availability of brands, conveying of problems
and issues from market to companies etc.

It will serve consumer in better manner, provides suggestions to the company to improve their
products sales, gives information about the competitors products, gives information about the
size of the retail network. It gives information about the services given by distributor to their
retailers, and gives the information about customers demand and satisfaction.

1. To check the effectiveness of RED.

2. To Survey and evaluate the outlets included in RED.

4. To Find out the customer preferences.

5. To check the cooler management, availability of brands activation of coca cola brand in
various orders.

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Data collection by survey method and intervie from the market. Primary sources include
the questionnaire to the retailer and distributers and the company office. Secondary data
include post record of company, business magazine ..

Market Developer role is very helpful for the company and the retailers . MD main work fulfill
the brand availability, activation and purity of visi coolar. Salesman note able to reach the small
shops and shops located in the distant area. Some big shops located at strategically important
places were not provided with advertisement tools like stands and boards . In peak season
supply of goods were not up to the mark . The retailers are satisfied with promotional activity of
coca cola. Sales promotion is a very effective tools for creating brand image of coca cola.
Some outlet owner are aware about the RED and follow d the RED norms. Visi cooler is very
importent for increasing sales. Coca cola is good service provider company in soft drink
industry. Coca cola packaging and branding is better as compared to other company.

I got the chance to visit the market with market developer . It helped me to understand as
to how the RED outlets have been put in different categories ,like Silver outlets ,Gold
outlets, Diamond outlets and Platinum outlets . The gob of market developers is to induce
impulsive marketing . They visit RED outlets and insure that different brands of coca
cola are kept in a particular orders.

Market share of coca cola is increased because of effective distribution channel and demand of
the consumers. Since in Patna and its surrounding area heat descends more as compared to other
parts of the states so obviously demand is more in this region. The marketing activities are good
but there are need of some more promotional activities RED helped in enhancing the overall
appearance of the outlet along with increased sales. Convenience for both retailer and the
customer to sell and purchase the products respectively

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 CONTENTS

CONTENTS: Page No.

1. Introduction. 14-26

1.1. Company Profile. 15-19

1.2. Definition and purpose of the project. 20

1.3. Scope and objectives of the project. 21

1.4. Salient contributions of the project. 22

1.5. Outline of the project report. 22-26

2. Review of Literature. 27-38

2.1. Theoretical framework, and background theory. 28-33

2.2. Review of the existing literature. 33-38

3. Report Design on the Present Project. 39-42

3.1. Research Methodology. 40

3.1.1. Method of research: Descriptive. 39

3.1.2. Objectives (with justifications). 41

3.1.3. Data type: Primary & Secondary. 41

3.1.4. Data collection: Description of Tools. 41

3.1.5. Sampling. 42

4. Results and Interpretations. 43-56

4.1. Details about the outcome of the research. 43-55

5. Conclusions. 57-59

5.1. Salient conclusions from the work. 58-59

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6. Limitations of the project. 60-61

7. Recommendations. 62-64

7.1. Guidelines for the Implementation based on conclusions. 62

7.2. Procedure for Implementation. 63

7.3. Expected outcome from the recommendations. 64

Appendix: 65-68

References / Bibliography: 69

Exhibits: 70-78

LIST OF TABLE

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S. NAME OF THE TABLES PAGE NO.
NO.
1. Do you know about the concept of RED? 44

2. Are you aware of the norms under RED ? 45

3. Do you feel any effect on sale after registering under 46

RED?

4. Does MARKET DEVELOPER visit to your shop? 47

5. Market Developer role is important for your outlet . 48

6. How much the activation effect the sales? 49

7. How much a visible cooler effect the sales of coke brands? 50

8. Do you get the various schemes available by coca cola? 51

9. Are you satisfied with the service provided by the coca 52

cola company?

10. Are you Satisfied with the variety and packaging of 53

products?

11. Are you Satisfied with coca cola sales promotion activity? 54

12. 55
Which is the most common effective promotion tool of the
coca cola company. 13
14
LIST OF GRAPHS

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S. NAME OF THE GRAPHS PAGE NO.
NO.
1. Do you know about the concept of RED? 44

2. Are you aware of the norms under RED ? 45

3. Do you feel any effect on sale after registering under 46

RED?

4. Does MARKET DEVELOPER visit to your shop? 47

5. Market Developer role is important for your outlet . 48

6. How much the activation effect the sales? 49

7. How much a visible cooler effect the sales of coke brands? 50

8. Do you get the various schemes available by coca cola? 51

9. Are you satisfied with the service provided by the coca 52

cola company?

10. Are you Satisfied with the variety and packaging of 53

products?

11. Are you Satisfied with coca cola sales promotion activity? 54

12. 55
Which is the most common effective promotion tool of the
coca cola company. 16

13. 56
ABBREVIATIONS

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FMCG: - FAST MOVING CONSUMER GOODS

RED: - RIGHT EXCUTION DAILY

MD:- MARKET DEVELOPER

MDM: - MARKETING DEVELOPMENT MANAGER

MEM:- MARKET EXECUTION MANAGER

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INTRODUCTION

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1.1 ABOUT THE COMPANY

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his
backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s
Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water
was teamed with the new syrup, whether by accident or otherwise, producing a drink that was
proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola
is enjoyed.

Coca-Cola, the corporation nourishing the global community with the world’s largest selling soft
drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new
thumbs up to the Indian soft drink market. In the same year, the Company took over ownership
of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have
assumed an iconic status in the minds of the world’s consumers.

A Healthy Growth to The Indian Economy Ever since, Coca-Cola India has made significant
investments to build and continually consolidate its business in the country, including new
production facilities, waste water treatment plants, distribution systems, and marketing channels.
Coca-Cola India is among the country’s top international investors, having invested more than
US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003
for its operations.

A Pure Commitment to The Indian Economy The Company has shaken up the Indian carbonated
drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their
hydration, refreshment, and nutrition needs. It has also been instrumental in giving an
exponential growth to the country’s job listings.

Creating Enormous Job Opportunities With virtually all the goods and services required to
produce and market Coca-Cola being made in India, the business system of the Company
directly employs approximately 6,000 people, and indirectly creates employment for more than

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125,000 people in related industries through its vast procurement, supply, and distribution
system.

The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with
another 25 being owned by franchisees. That apart, a network of 21 contract packers
manufacture a range of products for the Company. On the distribution front, 10-tonne trucks –
open bay three-wheelers that can navigate the narrow alleyways of Indian cities – constantly
keep our brands available in every nook and corner of the country’s remotest areas.

Company Overview

The Coca-Cola Company, incorporated in September 1919, is a manufacturer, distributor and

marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage
products bearing its trademarks are sold in more than 200 countries. The Company markets
nonalcoholic sparkling brands, which include Diet Coke, Fanta and Sprite. The Company
manufactures beverage concentrates and syrups, which it sells to bottling and canning operations,
fountain wholesalers and some fountain retailers, as well as finished beverages, which it sells
primarily to distributors.

The Company owns or licenses approximately 500 brands, including diet and light beverages,
waters, enhanced waters, juices and juice drinks, teas, coffees, and energy and sports drinks. In
addition, it has ownership interests in numerous beverage joint ventures, bottling and canning
operations, although most of these operations are independently owned and managed.

The Company sells the concentrates and syrups for bottled and canned beverages to authorized
bottling and canning operations. In addition to concentrates and syrups for sparkling beverages
and flavored still beverages, Fanta brand sparkling beverages The Company produces, distributes
and markets juice and juice-drink products, including Minute Maid juices .

MANIFESTO FOR GROWTH

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VALUES

Coca-Cola is guided by shared values that both the employees as individuals and the Company
will live by; the values being:

• LEADERSHIP: The courage to shape a better future

• PASSION: Committed in heart and mind
• INTEGRITY: Be real
• ACCOUNTABILITY: If it is to be, it’s up to me
• COLLABORATION: Leverage collective genius
• INNOVATION: Seek, imagine, create, delight
• QUALITY: What we do, we do well

MISSION

• To Refresh the World... In body, mind, and spirit

• To Inspire Moments of Optimism... Through our brands and our actions
• To Create Value and Make a Difference... Everywhere we engage.
VISION FOR SUSTAINABLE GROWTH

• PROFIT: Maximizing return to shareowners while being mindful of our overall

responsibilities.
• PEOPLE: Being a great place to work where people are inspired to be the best they can
be.
• PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples’ Desires and needs.
• PARTNERS: Nurturing a winning network of partners and building mutual loyalty.
• PLANET: Being a responsible global citizen that makes a difference.

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 FIGURE 2: VISION FOR SUSTAINABLE GROWTH

“To ensure customer delight, we commit to quality in our thoughts, deeds and actions by
continually improving our processes…Every time.”

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ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA

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1.2 DEFINITION AND PURPOSE OF THE PROJECT :

R.E.D is the survey method that company started earlier. For the survey of R.E.D.
Company is hiring A.C. NIELSON, one of the best marketing research company. This
survey gets done once in a month. The survey named as R.E.D. (RIGHT EXECUTION
DAILY).The survey has been conducted to check the cooler management, availability of
brands & activation of coca-cola in various outlets.

Visible cooler compliance as per red norms are tracked. This includes cooler being
present in outlet, coolers purity, cooler as per red standards, cooler in prime position etc.

Availability: RED will track brands and brand pack availability in accordance with
different channels.

Activation elements: Red tracks the various activation elements which are channel
specific

PURPOSE

My Purpose of The Project Field Work Included Extensive Coverage of The Following Area
In Patna.

• Boring Road

• Anisabad

• Danapur

• Bailley Road

The Market Inputs With Respect To

• Advertise

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 • Visicoler size

• Customer size

1.3 SCOPE AND OBJECTIVE OF THE PROJECT:

SCOPE

• Helps in the analysis of competition in the market.

• Helps in dealer attraction.
• Helps the company to improve its services according to requirement.
• Helps in the analysis of demand in the market.
• Helps the company to know the feedback of retailers.
• Help to know that really consumers are satisfied with the product or not.
• To gain knowledge of negotiation skills.

OBJECTIVE

1. To check the effectiveness of RED .

2. To Survey and evaluate the outlets included in RED

4. To ascertain the consumer brand perception of soft drink with respect to price, product,
taste, quantity and advertising.
5. To check the cooler management, availability of brands activation of coca cola brand in
various orders.

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1.4 SALIENT CONTRIBUTION OF THE PROJECT:

Market research is concerned with the authentic and objective collection, analysis and evaluation
of information about specific and practical aspects of marketing problems in order to help the
management in making effective decisions. Market research is not an end in itself but it is a
means to an end.

My study on the project will help the company to know its strengths and weaknesses with
respect to the Activation, brand availability, and freeze purity strategy for current and future to
improve its market awareness and penetration and thus finally enhance its sales.

1.5 OUTLINE OF THE PROJECT:

Today, the aim of any business is to earn profit & making good relation with the consumer,
Retailer want to sell the product that gives him good Profit. According to the survey there are
some the facts comes forward.

• Most of the Retailer sale both Coca-Cola as well as pepsi but there are some
shops which is completely sale Coca-Cola.
• THUMS UP is the most preferred brand among all the soft drinks of Coca Cola .
• 51% retailer gets delivery of its product on time.
• Coca cola is having 90% satisfied consumers which good for its growth.
• Most of the Retailer wants to deal with Coca Cola in future also.
• Retailers are happy with the various schemes of Coca cola .

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PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in taste, flavor and colours.

1.COKE

Coke is considered to be a cola drink. It is generally preferred by all sections of

consumer. This is a case cow brand for the company in terms of sales revenue.

2.THUMS-UP

Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It is

preferred by all section of consumers but especially to teen-agers. It is a big source of
company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the category of cloudy lemon
because of its colour, which is similar to that of clouds. It has to yield good sales revenue.
It is generally preferred by Children & Women.

4.FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children & Women.

5.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated
soft drink. It is preferred mostly Children & Women.

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6.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally used with alcohol and
used by adults.

7.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of Bisleri and Aquafina.

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor

9.MINUTE MAID

In Minute maid pulppy orange cold drink no gas only based on orange juice. It is a non-
aerated soft drink and market competitor of Tropicana Twister.

CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly Define.

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 Kinley Soda Mostly those who consume liquor.

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the 1890’s as cure
of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark, issued ninety
seven share of stock and began selling Pepsi syrup in earnest. In his first year of business
he spend $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In
1905 Bradhum built Pepsi’s bottling plant. By 1907 he was selling 10,000 gallons a year,
two years later, he hired a New York advertising agency. After passing through many
troubles for some period now Pepsi is a market leader in international arence and is
available in 187 Nations throughout the world in 18 flavors having its Head Office in
New York, United State. Pepsi has 13 bottlers with 26 plants in India. Through this
compared with 60 plants of Coke is quite less, yet the market share of Pepsi has increased
quite significantly.

PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to start from
scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food and
beverage company, deriving more than 60% of it’s sales and operating profits from it’s
snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at Channo
(Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced six
year back, has now become the household name thought the country.

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The Marketing efforts of Pepsi in the first three year were so successful, that Pepsi had
taken major market share of Parle and Parle has to face hard times. Pepsi-Cola has been
positioned as a drink for the young. It’s popular slogan “YEHI HAI RIGHT CHOICE
BABY” go to show that appeal is significantly for the younger generation in a popular,
much aired commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune
only after he’d guzzled, the right cola, made the smart choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300 crore to add
muscle to its infrastructure in bottling and distribution.

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32
REVIEW OF LITERATURE

Marketing

Marketing deals with identifying and meeting human and social needs. According to American
Marketing Association Marketing is defined as “An organizational function and a set of
processes for creating, communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stake holders.”

Sales Promotion

It is the tools and strategies which is used by the firms to enhance the sales of their products. It
includes a wide assortment of tools – coupons, contests, cents-offs deals, premium, and others –
all of which have many unique qualities. They attract consumer attention, offer strong incentives
to purchase, and can be used to dramatize product offers and to boost sagging sales.

Sales Promotion effects are often short-lived, however, and often are not as effective as\personal
selling in building long-run brand preference.

Sales Promotion Objectives

Sales promotion objectives vary widely. Sellers may use consumer promotions to increase short-
term sales or to build long-term market share. Objectives for sales promotion include getting
retailers to carry new items and more inventory, getting them to advertise the product and give it
more shelf space, and getting them to buy ahead. For the sales force, objectives include getting

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more sales force support for current or new products or getting sales people to sign new
accounts.

Major Sales Promotion Tools

Many sales promotion tools can be used to accomplish sales promotion objectives.

1. Sample – A small amount of product offered to customers for trial is termed as sample.
Some samples are free; for others, the company charges a small amount to offset its cost.
The sample may be delivered door -to- door, sent by mail, handed out in a store, attached
to another product, or featured in an ad.

2. Coupon – It refers to certificate that gives buyers a saving when they purchase a
specialized product. Promotes early trial of a new product or promote sales of a mature
brand.

3. Cash refund offers – It is the offer to refund part of the purchase price of a product to
consumers who send a “proof of purchase to the manufacturer.

4. Premium – Goods offered either free or at low cost as an incentive to buy a product.

5. Discount – A straight reduction in price on purchases during a stated period of time.

Purpose of Sales promotion

The main purpose of promotion is to boost sales of a product by creating demand. ie, both
consumer demand as well as trade demand .It improves the performance of middlemen and acts
as a supplement to advertising and personal selling.

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Sales promotional also help in achieving the following purposes;

• Encourage the customers to try a new product

• Attract new customers
• Encourages the customers to use the product or service and make them brand loyal.
• Counter competitor’s promotional activities. For generating or expanding business or be
in the race of marketing three most important task are required these are nothing but

1. Sells promotion

2. Advertisement

3. Personnel selling

Marketing is important function in business. It is competitive field aims for creative

success. The concept of marketing not new for for the human race marketing plays an
important role in economic growth and development marketing gives customer choice
among different product which satisfy customer need marketing leads to fuller employment
higher incomes and higher standard of living an effective marketing system is important for
future our entire nation.
Promotion means to push forward or to advance an idea in such a way as
to gain its acceptance and approval promotion is any communicative activity whose main
objective is to move forward product, service or idea any channel of distribution. It is an
effort by a marketer to inform and persuade by years to accept, resell, and recommend or use
the article, service or idea, which is being promoted.

Technological advancement has brought significance change in advertisement.

Creative advertisement can be developed in short period of time with the help technology.
Advertisement creates awareness, interest and desire for products and services in customers
to buy them. Advertisement is cost efficient as advertisement can reach a vast number of
audiences simultaneously. In advertisement message can be repeated several times, creating
an impact on the mind of customers. It helps in boosting the sales of company.
Advertisement helps in changing the customer perception of a product. It helps in making

35
the job of the sales force easier, by creating awareness among potential customers.
Advertisement also helps in building strong image of a product or brand, apart from
increasing its sales.
Personnel selling are more effective promotional tools when compared to
advertisement. Personal selling plays an important role in increasing sells volume and helps
generate profits for firms. Personal selling takes place when a seller or sales person, in a face
to face interaction with potential buyer, tries to persuade him to purchase the product or
service he is promoting on behalf of company. In personal selling sells person tries to
explain himself his product, its company, its futures, its price etc. and also various finance
option for purchasing product. It gives a salesperson the freedom to develop and deliver a
unique selling proposition to each individual customer depending on the latter requirement.

Sales promotion schemes

Sales promotion is a key ingredient in marketing campaigns, consists of a diverse

collection of incentive tools, mostly short-term design to stimulate quicker and greater
purchase of particular products of services by consumers.

To generate more sales as well as create and maintain its products, Coca cola marketing
company carried out several promotional activities, which play greater and vital role in
marketing.

COCA COLA company private limited carried out its promotional activity as a control and
integrated programme of communication and material design to present its product to the
prospective customers. It also help in communicating the needs satisfying qualities of soft
drinks to facilitates the sales and eventually to contribute

Towards the profit in long range. Several tools used by the Coca cola marketing
company Ltd for fulfilling the various purposes of its promotional activities are:

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 1) Dealer sales scheme.
2) Rack display contest,
3) Salesmen contest, that is personal selling.
4) Money back scheme to the lucky consumer.
5) Retailer sales scheme.

Rack display contest:

COCA COLA selected a tactics for the outlets that are sure to increase the sales. In this
scheme when the rack and Visi-cooler is fully displayed with purity that is visi-cooler with
COCA COLA product will score runs every month. Maximizing the runs ensures to get the
best gift. Achieving all 500 runs for the quarters will get the man of the series and achieving
a minimum of 300 runs for the quarters will get the man of the match gift.

Retailer sales scheme:

The most beneficial scheme for promoting the sales is the retailer sales scheme as implied
by the COCA COLA company. According to this scheme the retailer who so ever he or she
make a purchase of two pack of nine pet jars in each pack of two ltr that is eighteen pet, one
pet free is supplied.

Cooler charging:

Generally the consumers demand the soft drinks in the chilled conditions, which is only
possible to have a COCA COLA chilling apparatus either fridge or icebox.

So we were assigned to check whether the cooling apparatus is performing well and good up
to mark with the COCA COLA products.

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Cooler Purity:
By cooler purity we mean to say that the cooling apparatus that is either fridge or icebox is fully
charged with the COCA COLA product only.

Here we were assigned a job to check out whether the cooling apparatus is best utilize by the COCA
COLA product or not. If not that arrange the cooler with the particular product of COCA COLA.

Rack display:

Special type of Tack, which has been provided by the company in order to keep the pet
jars of 1 ltr, 1.5 ltr, and 500 ml. It’s a plastic stand with some racks

which is used to display pet-jars available at the particular outlet. This serves the dual
purpose. First as a mode of advertisement and the other utility is use to keep all the pet jars
available in the outlets.

Out job were assigned to check out whether the retailers are utilizing the stand properly or
not,. Then we would have to arrange it properly with the visually.

2.1 THEORETICAL FRAMEWORK,AND BACKGROUND THEORY:

WHAT IS RED?

• RED lays down standards for Visi-coolers, Brand Norms and in –outlet Activation
Elements

• It lays down specific norms and elements for enhanced in –outlet Brand Execution

• It tracks Brands and Brand Pack penetration in outlets

38
 • It allows for the development of short, mid and long term execution strategies, tactics and
action plan

• Due to the audit characteristic of RED, each brand can be measured against its specific
execution goals and can be precisely monitored

RED CONCEPT

R.E.D is the survey method that company started earlier. For the survey of
R.E.D., Company is hiring A.C. NIELSON, one of the best marketing research
company. This survey gets done once in a month.

ABOUT THE R.E.D SURVEY

 The survey named as R.E.D. (RIGHT EXECUTION DAILY).

 The survey has been conducted to check the cooler
management, availability of brands & activation of coca-cola in various outlets.

The survey is based on three topics

39
Visible cooler compliance as per red norms are tracked. This includes cooler being
present in outlet, coolers purity, cooler as per red standards, cooler in prime position , etc.

Availability: RED will track brands and brand pack availability in accordance with
different channels.

Activation elements: Red tracks the various activation elements which are channel
specific

RED MEASURES EXECUTION COMPLIANCE AGAINST THE

PICTURE OF SUCCESS

40
OUTLET TYPE VPO SLAB
DIAMOND >800
GOLD 500-799
SILVER 200-499
BRONZE <200

SEGMENTATION OF OUTLETS AND NORMS ACCORDING TO RED

Presence of Visi-cooler is mandatory

1-E&D1 and CONVENIENCE

Bakeries, QSRs,Sweet Shops, Paan Bidi outlets that stock cigarettes, mint, confectionary
etc. It also covers STD/ISD phone booths.

AVAILABILITY

RGB

Mobile

Water is mandatory for diamond and gold

ACTIVATION ELEMENTS for END1

Branded menu card

Flange/road standee/flex/glow sign board

ACTIVATION ELEMENTS for CONVENIENCE

41
 Flange or standee

Price communication and obsession based messaging

Mobile hanger

Shelf display

2-GROCERY

Store stocking a variety of regular use household items.

It includes all Kirana stores, Departmental stores, Supermarkets, Provision stores.

AVAILABILITY

Can

RGB in diamond and gold

Mobile

PET

Water is mandatory for diamond and gold

ACTIVATION ELEMENTS

Three Tier Rack Pure and Charged

Shelf Display ( other then rack )

42
3-E&D 2

Sit-down, Bars and dhabas

AVAILABILITY

RGB

WATER

ACTIVATION ELEMENTS

Branded menu cards

Flange/road standee/flex/glow sign board

Soda would be counted as a Sparkling Flavour across channel

ALL CHANNELS ACTIVATION ELEMENT

OBM/Drinking shot communication

Are Prices of Coca-Cola products communicated in a clear and visible manner ?

PRE-SALE CONCEPT

This is the new concept that had started from the year 2007. In the Pre-Sale the
company takes order one day before and accordingly company delivers their products
for each route.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but only D.P.

Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 % total sales
company invested a huge sum in advertisement Budget.

43
 Radio.
 T.V.
 Hoardings.
 Road signs.
 Sticker.
 Neon light.
 Banners.
 Newspaper.
 Magazines.
 Exhibition.
 Posters.
 Sponsoring local events.
 Flange
 Obsession based messaging
 Price communication
 Various racks

44
 Research Methodology

3.1 Research Methodology

Type of Research ; Descriptive Research

Channels ; Retailers and distributers

Sample Size ; 500

Research is a process which involves defining, collecting, and evaluating data.

45
1. Purposive planning:

2. Research initiates, formulates, deflect and clarifies theories.

3. Research enables us to have a better understanding of our.

4. Research aims at delineating casual relationships and enabling better control over events.

3.1.1 Descriptive Research :

Descriptive research includes survey and fact-finding. The major purpose of descriptive research
is description of the state of affairs as it exists at present. The main characteristic of this methods
is that the researcher has no control over the variables. He can only report what has happened or
what is happening. By descriptive studies in which the researcher measure such items
eg.frequency of shopping , preferences of people , or similar data. The methods of research
utilized in descriptive research are survey methods of all kinds, including comparative and
correlational methods.

3.1.2 OBJECTIVES:

Primary objective
The main purpose of this study is determining the different strategies that are adopted by the
companies. We will then see how effective these strategies are in helping the
companies achieve their respective targets.
The strategies will be evaluated to see which the best amongst them is and which are most
effective.

46
3.1.3 Data collection:

Primary data:

In this report primary data collection by market survey . coca cola Retail outlet owner
give some feedback about the product quality, delivery, consumer preferences and company
services.

1. Questionnaire: Open ended

Close ended

2 Survey : From the distributers and retailers.

3.1.4 Questionnaire methods:-

A set of relevant questions according to the requirement for collection of appropriate data for
study. Each questionnaire is framed with systematic and modern technique so that it can be
helped in achieving the objective to maximum possible limit. The questionnaire was filled by the
respondents.

Secondary data:

References were made from various journals, articles, sites and books to understand the
concept well. Various websites were also referred.

3.1.5 Sampling method:

In the research various combinations of sampling techniques have been used. But in this
project CLUSTER sampling is very helpful

47
Cluster sampling:

Cluster sampling involves grouping the population and then selecting the groups or the clusters
rather than individual elements for inclusion in the sample. The clustering approach can,
however , make the sampling procedure relatively easier and increase the efficiency of field
work , specially in the case of personal interviews.

Sample size:

Larger the size more accurate will be the results but practically it is not feasible to survey
the entire population. The major criteria for deciding size was that the company should be Retail
outlets of LUCKNOW based. Sample size 500.

48
4.1 DETAILS ABOUT THE OUTCOME OF THE RESEARCH

1. Do you know about the concept of RED?

TABLE 4.1

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 YES 450 90%

2 NO 50 10%

TOTAL 500 100%

49
 YES
90% NO

GRAPH 4.1

Interpretation:-

Out of 500 outlets survey, 90% knows about Red and 10% not fully aware about the RED
concept because salesman and market developer are not communicated properly to the every
outlet owners.

2. Are you aware of the norms under RED ?

TABLE 4.2

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.

1 YES 420 93 %

2 NO 30 7 %

TOTAL 450 100 %

50
 GRAPH 4.2

YES
93% NO

Interpretation:-

Out of 450 outlets survey 93% know about Red norms and 7% not fully aware about the RED
norms because outlet owner busy in outlet opening time. Eg- pan -Walla. And MD don’t take
responsibility from the company side.

3.Do you feel any effect on sale after registering under RED?

51
 TABLE 4.3

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 Significant 425 85 %

2 Les significant 50 10 %

3 NO effect 25 5%

TOTAL 500 100

Sales
5
10

SIGNIFICANT

LESS
SIGNIFICANT
NO EFFECT
85%

Interpretation:-

Out of 500 outlets surveyed 85% effect the sales 10% less significant and 5% no effect on
sales .Because registering under RED all activation and proper maintenances of visi coolr done by
company.

4.Does MARKET DEVELOPER visit to your shop?

52
TABLE 4.4

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 YES 480 96 %

2 NO 20 4%

TOTAL 500 100 %

GRAPH4.4

YES
96% NO

Interpretation:-

Out of 500 outlets survey 96% market developer visit to shop and 4% are not visit .Because
outlet location is not convinence.

5.Market Developer role is important for your outlet .

53
TABLE 4.5

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 YES 408 81%

2 NO 92 19%

TOTAL 500 100%

GRAPH 4.5

YES
81% NO

Interpretation:-

Out of 500 outlets survey 81% market developer helfull for outlet and 19% are not important role
of market developer. Because some times outlet owner keep maximum competitors product in
the visi cooler.

6. How much the activation effect the sales?

54
 a) Significant

b) Less significant

c) no effect

TABLE 4.6

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 Significant 350 70 %

2 Les significant 125 25 %

3 NO effect 25 5%

TOTAL 500 100

GRAPH 4.6

ACTIVATION

SIGNIFICANT
70% LESS
SIGNIFICANT
NO EFFECT

Interpretation:-

Out of 500 outlets surveyed 70% activation is significant role,25% less significant and 5% no
effect on sales .Because activation is a attractive element for the custumer.

55
7.How much a visible cooler effect the sales of coke brands?

a) Significant

b) Less significant

c) No effect

TABLE 4.7

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 Significant 300 60 %

2 Les significant 150 30 %

3 NO effect 50 10 %

TOTAL 500 100 %

GRAPH 4.7

60%

Interpretation:-

56
Out of 500 outlets surveyed 60% visi coller effected to the sales 30% less significant, and 10%
no effect Visi coolar is very important , customer want child cold drink at a time. And by visible
cooler product seen every time to the customer.

8. Do you get the various schemes available by coca cola?

TABLE 4.8

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 YES 450 90 %

2 NO 50 10 %

TOTAL 500 100 %

GRAPH 4.8

SCHEMES

90%
YES

NO

Interpretation:-

57
Out of 500 outlets survey 90% get the schemes and 10% are not gated. Salesman don’t reach to
the outlet perday.

9.Are you satisfied with the service provided by the coca cola company?

TABLE 4.9

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 YES 430 86 %

2 NO 70 14 %

TOTAL 500 100 %

GRAPH 4.9

YES
86
NO

Interpretation:-

Out of 500 outlets survey 86% outlets owners satisfied to the services of coca cola and 14% are
not satisfied to the company services. Lack of distribution and delivery problem to the every

58
outlet in summer season. Because in summer product demand high comparison to the other
season.

10.Are you Satisfied with the variety and packaging of products?

TABLE 4.10

S. OPTIONS NO. OF RESPONDENT PERCENTAGE

NO.
1 YES 480 96.5%

2 NO 20 4%

TOTAL 500 100 %

GRAPH 4.10

96%

Interpretation:-

59
Out of 500 outlets survey 96% outlets owners satisfied to the variety and packaging of coca
cola product and 4% are not satisfied to the company variety . because minut pulpy Product
demand very less in market. And more than product available in market.

11. Are you Satisfied with coca cola sales promotion activity?
TABLE 4.11

S. No. Option No. of Respondent Percentage

1 Yes 410 82 %

2 No 90 18 %

Total 500 100 %

82%

INTERPRETATION:

60
Above graph shows that 82% retailer are satisfied with the sales promotion activity of coca cola
and 18% are not satisfied.

12.Which is the most common effective promotion tool of the coca cola
company.

TABLE 4.12

S. No. Option No. of Respondent Percentage

1 Coupon 320 64 %

2 Scratch card 90 18 %

3 Tour & Trip 35 7%

4 Premium 55 11 %

6 Total 500 100 5

COUPON
SCRATCH
64% TOUR
PREMIUM

61
 INTERPRETATION:

In the graph it is shown that company mostly choose the scratch cards as a promotional tool
which is around 18%, followed by tour & trip 7% ,premium 11% and 64% offered for
coupons.

13.Which brands mostly preferred by the customers?

A)Thums up

B)Sprite

C)Funta

GRAPH 4.13

250

200

150
BRANDS
100

50

0
THUMPSUP SPIRIT FUNTA

INTERPRETATION

This shows that the thums up brand is more preferred by the customer and Pepsi brand is less
preferred by the coca cola. Coca cola maket demand is high and maximum product available.

62
63
5.1 SALIENT CONCLUSION AND FINDING FROM THE WORK:

1. Many outlet owner are known about the RED concept.

2. Some outlet owner are aware about the RED and followd the RED norms.

3. After registering under RED outlets Coca Cola product sells is increased.

4. Market developer and Salesman note able to reach the small shops located in the distant area.
Moreover there is improper handling of schemes as most of the retailer were not given
scheme as and provision of schemes from the company. Outdated and damaged units were
not replaced in considerably lesser time.

5. Market Developer role is very helpful for the company and the retailers. MD main work is to
fulfill the brand availability, activation and purity of visi cooler.

6. Some big shops located at strategically important places were not provided with
advertisement tools like stands and boards. Activation is very important for the retailers.

7. Visible cooler is very important in increasing sales. Some big shops located at strategically
good place were not provided with freeze ,which could have enhance the sales. At some
outlets the broken down freeze were not repaired.

8. During the observations it was found that response to schemes is according to expectations.

9. Coca cola is good service provider company in soft drink industry. In peak season supply of
goods were not up to the mark. This reflect the need of more salesman to cover each and
every possible outlets.

10. Coca cola packaging and branding is better as compared to other company.At some places
there were complain pertaining to taste and quality of there flavor of particular lot .

64
11. The retailers are satisfied with promotional activity of coca cola. Sales promotion is a very
effective tools for creating brand image of coca cola.The retailer feel that the promotional
activity should for longer period

12. Coupon and Scratch card is most effective promotional tool of the Coca Cola company.

13. Thums up and Coca Cola is the most preferred brand by the customer.

14. Price charged by the retailers depends upon the local area and the type of outlet where it is
sold.

Market share of coca cola is increased because of effective distribution channel and demand
of the consumers. Since in Lucknow and its surrounding area heat descends more as
compared to other parts of the states so obviously demand is more in this region. The
marketing activities are good but there are need of some more promotional activities

1. Coca cola has got far better position and giving the tough competition to its competitor
pepsi.

2. Almost all the age group of the consumer like coca cola different flavors.

3. Thumps-up is the leader in cola flavor.

.4.. Different retailers are adopting different promotional strategy according to the demand of
the different flavor.

5. Retailers are happy with all the promotional tools but the maximum number of retailer
like scratch card system.

6. The young generation is crazy about the coca cola and its various products because of its
sponsharship of different cricket tournament and bollywood stars .

RED helped in enhancing the overall appearance of the outlet along with increased sales.
Convenience for both retailer and the customer to sell and purchase the products respectively

65
66
LIMITATIONS OF THE PROJECT

1. I have done market survey only in the Peak season.

2. Two months were very less to know each and every aspect of marketing activities.

3. Respondents Covered by us could not give the accurate result it only provide some idea.

4. Transportation facility was not up to the mark.

5 Strike and road breaking was also the major problem.

6. This project. is carried out by a student so it is a student level project not a expert level.

7. Budget constraints were also there.

8. The project is conducted in Lucknow, so it is not possible to draw correct picture of

overall performance.

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68
7.1 RECOMMENDATIONS

1. The executives should take the feed back about sales man from the retailers, which is
very necessary to improve the market.

2. Salesman's good interaction with the retailer is needed for increase in sales.

3. As the flavor and ingredients of cola in the market are similar and the most active
consumer is the young people, the production of coca cola should be diversified to meet
the different need of the consumers. It means it should be customer oriented.

4. Advertisement must be done properly especially in the rural area in local languages and
launch the special campaign.

5. Special gifts should be given to the owner or sales person in order to motivate them like
T-Shirts, Caps, and Umbrellas etc.

6. In many outlets it has not provided freezers despite the huge sales so this is causing
dissatisfaction among the retailers.

7. There was a lot of complain regarding the late delivery of carats in the outlets. It implies
it should strengthen its distribution channel in this region.

7.2 PROCEDURE FOR IMPLEMENTATION:

Pre-configured processes with clearly defined implementation scope – A streamlined
implementation strategy is necessary to minimize disruptions to the business while maximizing
enterprise-wide adoption. When a world-class solution tailored to the specific needs of the soft
drink industry is coupled with a rapid implementation approach, it can deliver immediate
business value, generating a high overall return on investment and a low total cost of ownership.

69
7.3 EXPECTED OUTCOM FROM THE RECOMMENDATION:

The reasons for decrease in sale of Coca cola:

• less demanded by the consumer

• weather condition
• Events

The reasons for increase in sale of Coca Cola:

• 45% of outlets say that sales increase due to Taste & preference of consumers.
• 30% of outlets say that sales increase due to health consciousness among the consumer.
• 20% of outlets says that sales increase due to extra push of good for you category product
in the market.5% of outlets says, due to price increase in soft drinks.

70
71
Questionnaire
1. Outlet name:

2. Address :

3. Contact no. :

4. Outlet category:

1-Do you know about the concept of RED?

a) yes b) no

2-Are you aware of the norms under RED ?

a) yes b) no

3-Do you feel any effect on sale after registering under RED?

A)Significant

b)Less significant

c)No effect

4-Does Market Devloper visit to your shop?

a) yes b) no

72
5- Market Developer role is important for your outlet .

A) yes b) no

6.How much a visible cooler effect the sales of coke brands?

A)Significant

b)Less significant

c)No effect

7. How much the activation effect the sales?

a) Significant

b) Less significant

c) no effect

8. How much the availability of Coca Cola brands effects the sale of competitors
brands?

a) Significant

b) Less significant

c) No effect

9.Which brands preferd by the most customers?

A) Thums up

a) Sprite

b) Funta

73
10. Do you get the various schemes available?

a) Yes b) no

11. Are you satisfied with the service provided by the company?

a) yes b) no

12. Are there any issues against the assistance provided by the company? If yes ,
then specify?

13. Are you satisfied with the variety and packaging of products?

a) yes b) no

14. Do you need any kind of assistance?

……………………………………………………………………………….

……………………………………………………………………………….

15. Any Suggestions.

……………………………………………………………………………….

……………………………………………………………………………….

74
REFERENCES

Book reference:

1.Business Research Methods & Techniques by Naresh Malhotra

2.RED Project Guide( Book) Coca Cola company

3.Business Research Methods(ICMR)

4.MARKETING MANAGEMENT Philip Kotler

5.MARKETING RESEARCH C. R. Kothari

JOURNALS:

1. Business world

2. Business today

3. Business outlook

Website:

www.cocacola.com

75
www.cocacolaindia.com

www.wikipedia.com

www.google.com

Exhibits

76
 Coca-Cola
Open Happiness

THUMS UP

TASTE THE THUNDER

77
Fanta

(Go Bite)

78
 Maaza
Maaza lao aam ki pyas bujhao

79
.

80
 Sprite
(Seedhi Baat, No Bakwas?

81
ATIVATION THROUGH DISPLAY OF RACKS IN
OUTLETS

82
 VISICOOLERS

83
84
THANK YOU

85