HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED PROJECT REPORT ON EVALUATION AND ANALYSIS OF SEGEMENTATION MODEL OF RED (Right Execution

Daily) A report submitted towards the partial fulfillment of the requirements of the tw o years full-time PGP+ MBA (Marketing) Submitted by: AMIT KRISHNA PGP+MBA (Marketing) Session :( 2008-2010) MOUNT CARMEL BUSINESS SCHOOL, N.DELHI

ACKNOWLEDGEMENT I wish to express our gratitude to Hindustan Coca-Cola Beverages Private Limited , management for giving us an opportunity to be a part of their esteem organizat ion and enhance my knowledge by granting permission to do our summer training pr oject under their guidance. I am grateful to Mr. Subir Chatterji (Marketing Mana ger), Mr. Supratho Acharya (Area Sales Manager), Raman Singh & Rajesh Ranjan (Sa les Executive) my guide, for his invaluable guidance and cooperation during the course of the project. He provided me with his assistance and support whenever n eeded that has been instrumental in completion of this project. The learning dur ing the project was immense & invaluable. My work basically included the study o f various ways for developing marketing strategies for the company. The present report is an amalgamation of my thoughts and my efforts to study the various way s of developing the marketing strategies for the company. Further a detailed stu dy has been done in order to suggest the company the feasible strategies that wo uld enhance its market share. AMIT KRISHNA SUMMER TRAINEE

PREFACE The summer training programs are designed to give the practical knowledge of cor porate world. Training is usually meant for such vocations where advanced theore tical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join coca cola- one of the bigge st brand in beverages in the world. I achieved lots of experience and confidence over the past eight week which will help me to take the future responsibility o n my shoulder. During this period, I was given to find out the Evaluation and ana lysis of segmentation model of coca cola. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavo r work shall provide the coca cola marketing department, an idea about market co ndition. Therefore it hoped with all sincerity that this work shall be of defini te use to the organization.

DECLARATION I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me. This project is being submitted I partial fulfillment for award of degree of PGP+ MBA in from Mount Carmel Busine ss School, N.Delhi. The content of this report is based on the information colle cted by me during my tenure at Coca-cola at PATNA for two months & eight days of training from 2nd of May to 10th July 2009. AMIT KRISHNA PGP + MBA (2008-10)

Chapter 1 Company profile Introduction of the company History & Development Company setup of Coca-cola Ind ia Product & Branding Coke plant in Patna Business plan model Mission, Vision & Value

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georg ia, on May 8, 1886. Coca-Cola Company is the worlds leading manuf acturer, marketer and distributor of non-alcoholic beverage concentrates and syr ups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers a nd fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s . Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Pro vide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticate d and pervasive production and distribution system in the world. More than anyth ing, that system is

dedicated to people working long and hard to sell the products manufactured by t he Company. This unique worldwide system has made The Coca-Cola Company the worl ds premier softdrink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirst y consumers around the globe. For more than 115 years, Coca-Cola has created a s pecial moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consu mers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with p eople who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whi lst limiting business risks. The biz.system of coca-cola in India directly employs approximately 6,000 people , & indirectly creates employment for many more related industries throw our was h procurement, supply and distribution system. The vast Indian operations compri se 25 companies owned bottling operations & 24 franchises owned bottling operati ons. The apart a network of contract packers also mfg. a range of the product fo r company. On the distribution front, 10 tone trucks, open-bay three wheelers th at can navigate the narrow alleyways of Indian cities, ensure that our product a vailable in each corner of the country. The coca cola is responsible for the mfg. distribution & sales of product across the country.

HISTORY OF SOFT DRINK IN BIHAR When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages P vt. Ltd. of Patna, Bihar on lease for 20 years in 1997 98 started its operation. The first product launched by Hindustan Coca Cola Beverages Pvt. Ltd. of Patna was Coca-cola and after that all the remaining products came in the Bihar market. At present the work force capacity of the Hindustan Coca Cola Beverages Pvt. Ltd. is 126 including all the departme nts. The soft drink market in India is quite wide. The production of soft drink in Bihar was stated on 27th with March 1967 with installation of a Coca Cola bot tling plant in Jamshedpur under the auspicious guidance of late industrialist Mr . Dharma Chad Kumari which was named as Steel city Beverages Pvt. Ltd. The compa ny controlled the lions share in the soft drink market for nearly 10 years. Parl e also entered this field in Bihar with the installation of bottling unit in col laboration with Mr. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with the advent of Janta Party Government, it created trouble for Coca Cola which led to withdraw its operation from India. After the withdraw of Coca Cola from India the Parle monopolized the soft drink market in Bihar and took a lion s share of the beverages product from the industry even after Mc. Dowell pure dr inks and local drinks entered into the market. They would not complete with Parl e. Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entere d in the India market. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th March 1991 owned by Kamani's collaboration with Birla Group,which was once the bottling plant for Coca-Cola. After the re-entry of Co ke in 1993 the market scenario of Bihar also changed dramatically. Coca cola est ablishes its bottling plant in Jamshedpur (Now in Jharkhand) and Patna to counte r its archrival Pepsi. A soft drink is a non-alcoholic beverage. It is artificia lly flavored and content no fruit juice or pulp. The invent of soft drink is rea lly a classic example of today's marketing theory which says The real marketing s pirit of marketing man lies behind the fact of identifying a need, a real need o f consumer and providing him the product to fulfill his need.

HISTORY OF SOFT DRINK IN INDIA The first brand of soft drink Gold spot established 53 years ago. Before all emp owering CocaCola entered the country to dominate the soft drink market, the hist ory of soft drink in India is quite drinking old. Down the ages, people consume soft drink to give them a refreshing feeling. Gold spot is considered as the fir st brand of soft drink in India, it was introduced in 1965. Coca- cola at the sa me time entered the Indian mark t .and dominated the whole market. It faced no t hough competition from the domestic market. Due to certain circumstances the Coc a cola Company discontinued its operations in India. In 1993 Coca Cola was launc hed in Agra (India) again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining th e hand with Parle export Pvt. Ltd., The Company was trying its best to regain pr estige which it had before. At present only Coca Cola and Pepsi Food are giving tough competition to each other. Coca Cola was the first foreign drink came in I ndia in the year 1965. Coca cola had a very good beginning in the Indian market and it hardly faced any competition in India. The marketing people did not even require advertising Coca Cola. This extra ordinary success of soft drink could b e attributed to following factors. Later in 1970, it introduced Limca a lemony s oft drink. Before limca they had tentatively introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation with Coca-Cola. The In dian drink had a significant opportunity in 1977 when Coca Cola decided to wind up its operation rather than bowing to the government of India insistence of dil ution of equity.

HISTORICAL BACKGROUND OF COCA COLA Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and re staurants in more than 200 countries. lt is produced by the Coca-cola Company wh ich is also often referred to as simply Coca cola or coke. Coke is one of the wo rld's most recognizable and widely sold commercial brands; its major rival is Pe psi. Originally intended as a patent medicine when it was invented in the 19th c entury, Coca-cola was bought out by businessman Asa Griggs Candler, whose market ing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. The Coca -cola Company owns and markets other soft drinks that do not carry the Coca -cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In Atlanta, Georgia, by John S. Pemberton, originally as a coca wine caned Pembe rton's French, Wine coca in 1885. He was ' inspired by the formidable success of European Angelo Mariani's coca wine Mariani. '

PRODUCT HIGHLIGHT The world's favorite drink. The world's most valuable brand. The most recognizab le word across the world after OK. Coca-Cola has a truly remarkable heritage. Fr om a humble beginning in 1886, it is now the flagship brand of the largest manuf acturer, marketer and distributor of nonalcoholic beverages in the world. In Ind ia, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessita ted its departure. Coca-Cola made its return to the country in 1993 and made sig nificant investments to ensure that the beverage is available to more' and more people, even in the remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriv ing cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, includ ing the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising c ampaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pr icing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sour av Ganguly, southern celebrities like Vijay in the past and today. Its brand amb assadors are Aamir Khan and Hrithik Roshan. Glass 200ml, 300ml PET 600ml, 1.2L, 2L, 2.25L, 6 Can 330ml

Thums Up is a leading carbonated soft drink and most trusted brand in India. Ori ginally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 19 93. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from t he boys. Glass 200ml, 300ml, PET 600ml, 1.2L, 2L, 2.25L, Can 330ml

Lime n Lemoni Limca, Derived from nimbu + jaisa.. Hence lime sa. Limca has been liv o its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as the No. 1 Sparkling Drink in the cloudy lemon segement.

Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the yea r 1993. Over the Years Fanta has occupied a strong market place and is identifie d as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vi brant color; tempting taste and tingling bubbles taste that not just up lifts fe elings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends. Glass 200ml, 300ml PET 600ml, 1.2L, 2L, 2.25L Can 330ml

Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 co untries. In India, Sprite was launched in year 1999 & today it grown to be one o f the fastest growing soft drinks, leading the clear lime category. Today Sprite is perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing tas te encourages the todays youth to trust their instincts, influence them to be tru e to whom they are and to obey their thirst. Glass 200ml, 300ml Pet 600ml, 1.2L, 2L, 2.25L Can 330ml

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit category. Over the year , brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like Taaza Mango, Maaza Mango and Botal Mein Aam, Maaza hai N aam consumers regard Maaza as wholesome, natural, fun drink which delivers the re al experience of fruit. The current advertising of Maaza position it as an enabl er of fun friendship moments between moms and kids as moms trust the brand asn t he kids lovew its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the t agline Yaari Dosti Taaza Maaza. Glass 200ml, 300ml Tetra 200ml Mobile 600ml Pet 1. 25ml

Minute maid Pulpy orange The brand launched in its internationally successful mi nute maid pulpy Orange avatar is a naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to the presence of real orange pu lp This innovative consumer proposition is best explained by The brand tagline Ref reshing orange, surprisingly pulpy. Minute maid Pulpy orange has been made availa ble in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 res pectively. MOBILE 250ml,400ml Pet 1.l

Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the m ost basic need of life, the very sustenance of life, a celebration of life itsel f. The importance of water can never be understated Particularly in a nation suc h as India where water governs the lives of the millions, be it as part of every day rituals or as the monsoon which gives life to the sub-continent. Kinley wate r understands the importance and value of this life giving force. Kinley water t hus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why we introduced Kinley with reverse- osmosis along with the latest technology to ensure the purity of our product. Thats why we go through rigorous testing procedures at each and every location where Kinley is p roduced. Because we believe that right to pure, Safe drinking water is fundament al. A universal need, that cannot be left to chance.

THE COCA-COLA'S PATNA PLANT Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler . It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands marketed by the company. The plant can produce around 24000 ca ses of soft drinks per day and employees 113 workers to do the same. MANUFACTURING UNIT OF HCCBPL (PATNA)

BUSINESS PLAN MODEL DISTRIBUTION NETWORK HCCBPL has a wide and well managed network of salesmen appointed for taking up t he responsibility of distribution of products to diverse parts of the cities. Th e distribution channels are constructed in such a way that the demand of custome rs is fulfilled at the right place and the right time when it is needed by them. Coca-Cola India division, Gurgaon Manufactures Concentrate, Beverage base and Syrup Regional Bottlers COBO/FOBO Manufactures finished Bottles/Cans/Fountain Syrup Customers Consumers A typical distribution chain at HCCBPL would be: Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --Reta il Shelf --Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well organized distribution sys tem contributes to the efficiency of the

salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm. DISTRIBUTION ROUTES The various routes formulated by HCCBPL for distribution of products are as follows: Key Accounts: The customers in this category collectively contribute a large chu nk of the total sales of the Company. It basically consists of organizations tha t buy large quantities of a product in one single transaction. The Company provi des goods to these customers on credit, payments being made by them after a cert ain period of time i.e. either a month of half a month. Examples: Clubs, fine di ne restaurants, hotels, Corporate houses etc. Future Consumption: This route consists of outlets of Coca-Cola products, wherei n a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, instead as and when required st ocks are stacked up by them so as to avoid shortage or non-availability of the p roduct. Examples: Departmental stores, Super markets etc. Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for fut ure use instead, are exhausted on the same day and might run a little into the n ext day i.e. the products are consumed at a fast pace. Examples: Small sized bar s and restaurants, educational institutions etc. General: Under this route, all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The consumption period is not taken into consideration in this particular route.

DISTRIBUTION SYSTEM Direct distribution: In direct distribution, the bottling un it or the bottler partner has direct control over the activities of sales, deliv ery, and merchandising and local account management at the store level. Indirect distribution: In indirect distribution, an organization which is not pa rt of the Coca-Cola system has control on one or more of the distribution elemen ts (Sales, delivery, merchandising and local account management) Merchandising: Merchandising means communication with the consumer at the point of purchase to convey product benefit, value and Quality. Sales people and deliv ery personnel both have this responsibility. In certain locations special teams who go into business locations to specifically merchandise our products. DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: Distribution Department: It appoints distributors and establishes a distribution network, processes approved sale orders and prepares invoices, arranges logisti cs and ship products, co-ordinates with distributors for collections and monitor s distribution stocks and their set-up. Finance Department: It checks credit limits and approves sales orders in complia nce with the credit policy followed by the firm, records collections from distri butors,

periodically reconciles outstanding balances from distributors, obtains balance confirmation from distributors and follows up outstanding balances. Shipping or Warehousing Department: It dispatches goods as per approved by order, ensures th at stocks are dispatched on a FIFO basis, ensures physical control over load out area and updates warehouse stock records in a timely manner. MISSION, VISION AND VALUE :O ur mission, vision and values outline who we are, what we seek to achieve, and h ow we want to achieve it. They provide a clear direction for our Company and hel p ensure that we are all working toward the same goals. OUR MISSION Our mission declares our purpose as a company. It serves as the standard against which we weigh our actions and decisions. It is the foundation of our Manifesto . 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. OUR VISION Our vision guides every aspect of our business by describing what we need to acc omplish in order to continue achieving sustainable growth. People: Being a great place to work where people are inspired to be the best the y can be.

Portfolio: Bringing to the world a portfolio of quality beverage brands that ant icipate and satisfy people's desires and needs. Partners: Nurturing a winning ne twork of customers and suppliers, together we create mutual, enduring value. Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximizing long-term return to shareow ners while being mindful of our overall responsibilities. 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, its up to me COLLABORATION: Leverage collective genius INNOVATION: Seek, imagine, create, delight QUALITY: What we do, we do well

FIGURE 2: VISION FOR SUSTAINABLE GROWTH

Chapter 2 Competitors to HCCBPL Customer Organization Chart

COMPETITORS TO HCCBPL The competitors to the products of the company mainly lie in the non-alcoholic b everage industry consisting of juices and soft drinks. The key competitors in the industry are as follows: :

PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for the World's # 2, carbonated soft-drink maker. The company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only b everage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-C ola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi. Nestl: Nestle does not give that tough a competition to Coca-Cola as it mainly de als with milk products, Baby foods and Chocolates. But the iced tea that is Nest ea which has been introduced into the market by Nestle provides a considerable a mount of competition to the products of the Company. Iced tea is one of the clos est substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. The flavored milk products also have become substitute s to the products of the company due to growing health awareness among people.

Dabur: Dabur in India, is one of the most trusted brands as it has been operatin g ever since times and people have laid all their trust in the Company and the p roducts of the Company. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These products give a str ong competition to Maaza and the latest product Minute Maid Pulpy Orange. CUSTOMER As coca cola has a wide range of products. Its customer also varies according to taste and preference. Coca cola is also available in can of 330ml which targets the upper income class and their sale is also confined in those particular plac es. Coca cola is available in cola, lemon, orange and juice flavor, accordingly cust omers have choice for. Among the products of coca cola Thumps-up has lead the wa y with 45% of market share Fanta stands third after Mirinda. Coca Cola Company has wide range of customers that falls under the distribution channels of marketing. Customers may be CNF, distributor, retailers to final cus tomers, which are households.

Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

ORGANIGATION STRUCTURE ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

ORGANIZATION STRUCTURE IN COCA-COLA, INDIA ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN HCCBPL: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

Chapter 3 Segmentation Model What is red account? Review of literature

SEGMANTATION MODEL Chapter 3 Production process Product range Pack profile Product

Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria : Consumption Pattern Volume Pattern Shoppers Profile SEGEMENT A) E & D B) Convenience C) Grocery E&D: Those outlets where people visit to ear of drink are known and eating and drinking outlets. Such as Restaurants and Hotels, D habas. Convenience : Convenience outlets ate those outlets where p eople visit regularly for various purposes like stationary shop, S.T.D Booth, Be tal Shop and general Store. C) Grocery : Those outlets where people visit to pur chase food grains and any of such things for future consumption and called as Gr ocery shops. Based on Volume Pattern According to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four dif ferent segments such as: A) B) DIAMOND GOLD SILVER

BRONZE DIAMOND Those outlets, which give an annual sale of Coca - Cola products more th an 800 carats. GOLD Those outlets, which give an annual sale of Coca - Cola prod ucts less than 200 carats SILVER Those outlets, which give an annual sale of Coca - Cola products between 200 to 499 carats. BRONZE Those outlets, Which give an annual sale of Coca':-Col a products less than 200 carats RED: A RIGHT EXECUTION DAILY 1.CONCEPT OF RED: Hindustan coca cola Beverages pvt.Ltd. India division been working on RED i.e.Ri ght Execution Daily Since FEB 2006. Coca cola company believes that its success depands on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire,needs and lifestyles choices,company suc cess futher depands on the ability of their people by execute effectively every day. Under Eurasia Operating Group has 2.MEET COCA COLA CUSTOMER: World wide the coca cola company is no.1 in sales of sparkling Beverages & juices Drink, as well as no. 2 in sales of soft Drink & no 3 in sales of Bottled Water. Its our customers that are largely responsible for this unrelenting success.

Who are the customers? Coca cola customers are grocery stores, restaurants, stre ets, vendors, mass merchandisers, conveniences stores drug stores, movie theater s, & amusement parks-among others. What do they do! Coca cola customer sells its products to consumers & shoppers, who enjoy the products at a rate of 1.5 billions servings a day. Why is their role important? Coca cola customers make it possible for consumer & shoppers in local communities around the world to purchase & its broad purchase & enjoy its broad poatfolio of quality beverages. 1. Market segmentation under RED. Coca cola companys market can be segmented in RED along 3 lines- channel cluster, outlet volume and locality income. Number of shoppers or consumer in the given universe. Coca cola attract the popu lation by executing the following activities. Bringing the cooler at the entranc e. Fixing the standee, sign at the entrance. Fixing the combo Board at the entra nce. How coca induce for the incident? BY putting cooler in prime position. By keepin g the cooler pure & clean. By doing Rack Display. By fixing combo Board.

By doing Table activation. Counter Top Display. Outlet Activation According to RED (Right Execution daily) RED (Right Execution Daily): It means to maintain the visional according to a fi x set of coke product which is known as COLOJ-K, it means the set will follow a particular brand order. Thums-Up will take first place after t.4.at sprite or Li mca , Fanta, Maaza and water or soda will take this RED also take care of the S. G.A ( Sells Generating Assets) Activation - Activation means doing things in and around the coke outlet that triggers Consumption / Purchase of Coca-Cola Produc ts. The important parts of activation are: Placement of visicooler at Itot spot location Availability of the products. Righ t location of display racers Impactful Communication of price message The visicooler standards of all the channels Low Diamond Gold Silver Bronze 20c/ s 7c/s 4c/s Ice Box Medium 20c/s 9c/s 4c/s Ice Box High 20c/s 9c/s 7c/s Ice Box To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Ni elsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising sta ndards of RED. A monthly report is send to Hindustan Coca- Cola Beverages Privat e Limited. The report is called as To create the Red Report A.C. Nielsen asks a set of question from the retailers which are as follows:

Related to Visicooler: Is Cooler in the Hot Spot Location? Does it have all the products of Coca-Cola available? Is the display of the Coca-Cola display of the products in a standard such as sprite, Thums up, Maaza, Fanta and Limca",) Is co ler working properly? Is the cooler pure? Related to Price Communication: Is the re proper price display of the products? Related to product availability: All th e brands should be present in the every distribution channel but main concern is that 300 ml should be present in the every channel and 600 m1 and 1.5 litters p er bottles should be present in the Eating and. drinking, convenience and Grocer y shop. REVIEW OF LITERATURE A literature review discusses published information in a particular subject area , and sometimes information in a particular subject area within a certain time p eriod. A literature review can be just a simple summary of the sources, but it u sually has an organizational pattern and combines both summary and synthesis. A summary is a recap or the important information of the source, but a synthesis i s a re-organization, or a reshuffling, of that information. It might give a new interpretation of old material or combine new with old interpretations. Or it mi ght trace the intellectual progression of the field, including major debates. An d depending on the situation, the literature review may evaluate the sources and advise the reader on the most pertinent or relevant. Purpose of review of Liter ature is to provide a backdrop of the present study. It is the context to wfi1ch our present study can be referred to determine its relevance

Chapter 4 Objective of study Scope of study

OBJECTIVE OF THE STUDY 1) To know the reason behind low RED (Right Execution Daily) score. 2) To know t he availability of activation element in RED outlet. 3) To know the problem in t he distribution of activation element. 4) To identify suitable activation elemen t according to the outlet's location. 5) To know the impact of activation elemen t on sell when keep it outside. 6) To know the impact of activation element on c ustomer. 7) To help M.D. (Market Developer) in outlet activation. SCOPE OF THE STUDY 1. The main scope of study is to understand the impact of S.G.A (Sells Generatin g Assets) on sell. 2. To increase RED score of the outlet. 3. To fill the gape o f activation element in different RED outlet. 4. To make a platform for market d eveloper to work on difficult RED outlet.' 5. To analyze the work of the market developer.

Chapter-5 Research Methodology Limitation Observation Problem

RESEARCH METHODOLGY The methodology used to analyze the project is mainly based on survey method and this survey was conducted through Questionnaires and it also include direct con tact with grocery retailer, convenience store, eating and drinking and consumer. For survey sample size was taken from different location of Patna and it was co veted with the help of market developer and key account manger of the Hindustan Coca-Cola Beverage Private Limited. The sample collected from two hundred fifty outlet of ;leach Grocery, Convenience and Eating & Drinking. So total size of th e sample ~as five hundred. The number of interviewed was four hundred. Research design: A research design is purely and simply the work or plan for a s tudy that guides the collection and analysis of the data. I have chosen descript ive research design for study Sampling: Sampling studies are becoming more and more popular in all types of ma ss study. The result of sampling has attained a sufficiently high standard accur acy. Sample Design: Non random sampling Size of sample: 250 SOURCES OF DATA COLLECTION The data are collected from primary and secondary sou rces. PRIMARY SOURCES Gather information through Questionnaire.

Direct interview with Grocery outlet, Convenience store, Eating and drinking and consumer. SECONDARY SOURCES 1. Internet Sites www.google.com, www.Coca-Cola.com, www.wikip edia.com, www.coca-colaindia.com 2. Activation booklet of the coca-cola. 3. RED tracker of the market developer. 4. Magazines - Business World Management and Te chnology

LIMITATIONS Although all efforts have been taken to make the results of survey as accurate a s possible but the survey suffers from the following limitations: 1) The time pe riod of study was only for two month so it was not possible to cover all the are as and go into the depth of the problem and make analysis. 2) The area of survey was Patna district and it was concentrated on urban area only. 3) The psycholog ical condition varies from place to place because in many places outlet owner wa s not supportive. 4) The training was carried on in the peak season so market de veloper was not so supportive. 5) Some respondents left some of the questions unanswered either due to inabilit y to put a strain on mind or they did not know the answer . OBSERVATION 1) 2) 3) 4) 5) 6) 7) To collect order each and every outlet. To cheque visi-cool er with 100% purity. To see a soft drink in Brand Order. To see every outlet is this soft drink present in display rack. To see every outlet visi- cooler will p resent in prime location. To visit every outlet in regular basis. To go every ou tlet and listen any problems in visi- cooler and soft drink to be noted in compl aine diary. 8) 9) To see each and every outlet worked in better condition. To se e as a Market developer (M.D) every outlet full fill in terms and conditions wit h visi-Cooler. 10) To see as a Market developer (M.D.) if any outlet will not se lling your product than you asked why you are not selling in my product. Then yo u give advise to outlet.

PROBLEM 1. Lack of pure visicooler .Purity level is worse condition because lean season. 2. Activation Problem. 3. During lean season there is lack of special offer to p romote selling. 4. Availability standard in outlet is not according to terms and conditions of the company. 5.There is number of unsatisfied red outlet with adm ission . 6.M.M.P.O is vanished from outlet. 7. Pepsico product is main competito r in market. 8. In most outlet kinley water and soda is least preferred brand.

Chapter 6 Data analysis Finding Suggestion

DATA ANALYSIS AND FINDING Questionnaire Outlet Type : E & D Grocery Convenience

Outlet Owner : ................ Location : .. MD Name. : . Con ACTIVATION 1. Number of outlets needs activation elements? Activated= 190 Not activated=60 ACTIVATION YES No 24% 76%

BRAND ORDER 2. Number of outlet following brand order? Brand order-168 No Brand order-82

PURITY 3. Number of outlets having purity? Pure- 172 Unpure-78

PRIME POSITION 4. Number of outlet located at prime position? Prime position-167 No prime posit ion-83

TRADE CHANNEL 5. Distribution of trade channel Convenience- 206 Grocery- 16 E&D- 28

VISI COOLER 6. Distribution of Visi cooler in the market 2vc- 4, 4vc- 28, 7vc- 100, 9vc- 101, 11vc- 11, 20vc- 2, 30vc- 0 VISI COOLER 2vc 4vc 7vc 9vc 1% 2% 0% 11vc 20vc 30vc 4% 11% 41% 41% VPO CLASS 7. Volume wise distribution

Diamond-57, Gold- 56, Silver- 135, Bronze- 2

GOD REQURIED 8. Number of outlet need glass order demand God required- 231 No required- 24

FINDINGS o 76% outlet from the sample of 250 outlets which have sufficient activation ele ments but remaining 24% outlets are not fully activated. o In our study it is re vealed that 67% from the selected outlet follow the Brand Order COLOJ-K, but rem aining 37%are not following the brand order. o 69% of visited outlet, visi coole r are pure i.e. in visi cooler only the product of Coca cola are placed and 31% of outlets dont keep visi cooler pure. o 67% of visi cooler are at prime position where consumer can see our product and choose as per there need. o 83% outlets are convenience store, 11% are under the E&D and remain under 6% are glossary sh op. o 41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4% out lets have 11vc, and few outlets have 2vc and 20vc. o 54% market cover under the silver categories where as remaining 23%, 22%, 1% are under diamond, gold, bronz e respectively. o 91% outlets dont have a sufficient number GOD that they can cre ate stock pile according to the visi coolers provided to them and 9% are those o utlets which have sufficient number of GOD.

SUGGESTION We must visit all RED outlets where the activation elements are missing and it m ust be activated immediately. We must visit all those outlets and arrange the pr oduct according to COLOJ-K where are products are not placed in the visi cooler according to COLOJ-K. All the MD needs to visit all the red outlets regularly to keep the visi cooler pure. Prime position of visi cooler enhances the visibilit y of the product which help consumer to choose the product and some times it inf luences the customers to switch over from similar product. We should try the inc rease sell of outlets so that maximum outlets convert into upgrade class. We nee d to put effort to increase the required number of GOD as per the visi cooler si ze that they can keep 3day stock to meet the demand.

Chapter 7 Conclusion Recommendation

Conclusion Coca-Cola is the leading soft drink brand in Patina region & most selling brand in the region is Thumps Up, Sprite and Maaza. According to most of the outlet ow ners the product which is seen is sold i.e. "Jo Dikhta Hai Woh Bikta Hai". Prime position of Visi-cooler outside the outlet plays an important role in the selec tion of the soft drink by customer. Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays a major role in increasing sell of the so ft drink. Supply of product as well as stock keeping unit is not up to the mark

Recommendation We can sum the recommendations in brief as follows : Aggressive Marketing Regula r visit to distributors Sales promotion and advertising to be made more frequent for brand building . Communications should be improved. Fulfill the Demand of p roduct by company . In the fields sales situation. Sales persons work independent ly and away from the office . Good communication requires interaction between th ose preparing and those receiving reports. A good sales reporting system provide s both for communication from the field to office and form office to the field. Sales reports provide data for evaluating performance. Company should make plans for better performance to the sales man. Company should be implement the custom ers suggestions and complaints about products, service policies, price changes, advertising companies etc. Company should gather information of competitors activ ities. Transportation confers time utility and place utility to the product. It determines the companys customer service; it has also crucial bearing on the othe r elements of physical distribution and marketing.

Chapter 8 Executive summary Bibliography Annexure

EXECUTIVE SUMMARY Over the last few years hundreds of companies have greatly improved their perfor mance &the graph of growth through superior sales promotion services. Today many companies are building on these foundations and are tuning their products in So ft drink segment into a formidable competitive weapon. Sales Promotion services have become a subject of huge interest in recent years. Sales Promotion Services is growing because: In the face of ever increasing competition in organizations feel it is important to build reliable & sustainable processes with focus on st rong relationships with customers. Significant revenue & profit gains can be mad e from successful Sales Promotion Activities that improve efficiency & help serv e customers better & faster. The different distribution channels are as follows: " 1. Eating & Drinking 2. Convenience 3. Grocery Activation is the key part of c oca-cola marketing strategy Company believes that soft drink sell is not a plann ed sell it's a impulse buying, and activation create impulse for buying For impr ovement of Coca-cola market, a proper research work has done. Sales Promotion St rategies are offering new & better ways of addressing industries objectives. Coca-Cola has developed a unique sales promotion strategy that offer a unique wa y to increase the sales of the soft drink.

BIBILOGRAPHY Reference: Books Marketing Research Marketing Management Research Methodology Authors :Naresh Malhotra :Philip Kotler :C. R. Kothari Websites : www.quickmba.com www.indiacom.com www.yellowpages.com www.coca-colain dia.com

ANNEXURE Questionnaire Outlet Type : E&D Grocery Convenience Outlet Name : ................ Location : .. MD Name 1. Visi cooler size? a. b. c. 4vc 7vc 9vc f. d. e. 30vc 11vc 20vc 2. VPO class? a. b. Bronze Gold c. d. Silver Diamond 3. Location of SGA? i. Prime a. b. Yes No 4. Brand order a. b. Yes No Purity? a. b. Yes No

5. Activation element available? a. b. Yes No 6. Number of god? 7. Per day selling? . 8. Do you agree that RED helps in Developing a better market by developing an outlet? a. Yes b. No

9. our Comment on RED

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