Вы находитесь на странице: 1из 33

MBA (FT) Project Report

A Study on the Effectiveness of RED (Right Execution Daily) on outlet


Activation by CocaCola
{A Project Report submitted in partial fulfillment of the requirements of the degree
of Master of Business Administration (full time) of Dibrugarh University}








Sandeep Das
Meghna Borgohain









Centre for Management Studies
DIBRUGARH UNIVERSTY
December 2013



GUIDE CERTIFICATE

This to certify that the project report entitled, A study on the effectiveness of
RED(Right Execution Daily) on Outlet Activation by CocaCola submitted by
Mr. Sandeep Das and Miss. Meghna Borgohain have been prepared under my
strict supervision and guidance during the period October-December 2013 as partial
fulfillment of the requirements for the Degree of Master of Business Administration
(MBA) under Dibrugarh University.

It is further certified that the said project report has not been submitted anywhere for
any other purpose previously.

I wish them a successful career and a prosperous life ahead.















Ms. Tapati Sharma
Assistant Professor
Centre for Management Studies
Dibrugarh University
Dibrugarh- 786004



CERTIFICATE FROM CENTRE HEAD


This is to certify that Sandeep Das and Meghna Borgohain students of MBA 3
rd

Semester of CMS, Dibrugarh University has completed the project titled A study on
the effectiveness of RED(Right Execution Daily) on Outlet Activation by
CocaCola which is purely an academic study and the information gathered will not
be provided to any other Institutions for similar purpose.
I wish them successful career and prosperous life ahead.



















Dr. Pratim Barua
Director (Hony.)
Centre for Management Studies
Dibrugarh University
Dibrugarh.



DECLARATION

We, the undersigned hereby declare that this project report written and submitted by
us under the guidance of Ms Tapati Sharma, Assistant Professor of CMS,
Dibrugarh University, Dibrugarh is our original work. The empirical findings in the
report are based on the data collected by me, and we have not copied from any
research report submitted by anyone to any University anywhere earlier.








Date:













Sandeep Das
Meghna Borgohain
MBA 3
rd
semester
2012 Batch
CMSDU
____________________
Countersigned
(Ms. Tapati Sharma)
Assistant Professor, CMS
Dibrugarh University
Dibrugarh-786004



ABSTRACT

This study is aimed to find the effectiveness of the activation elements which are
under RED (Right Execution Daily) and is a strategy of CocaCola. This was done by
means of a quantitative study through a structured research survey completed by a
sample of twenty-six respondents. The survey has been done to identify the suitable
activation element and its impact in sells.
















Page V


CONTENTS

Abstract V
List of figures and tables VIII
Preface IX

Acknowledgement X
1. Introduction 1-3
1.1 Introduction 1

1.2 Company profile 2

1.3 Coca Cola in India 3


2. Research Methodology 4-5
2.1 Sampling Plan 4

2.2 Sampling Technique Used 4

2.3 Sources of Data Collection 4

2.4 Objectives of the study 4

2.5 Scope of the Study 5

3. Analysis and Interpretation 6-17

4. Conclusion 18-19

4.1 Findings 18
4.2 Limitation 18
4.3 Recommendation 19

Annexure 1-Bibliography
Annexure 2- Questionnaire



Executive Summary
Project title: A study on the effectiveness of RED(Right Execution Daily) on
Outlet Activation by CocaCola


Location: H.S Road , Dibrugarh


Duration of study: 3 Months


Name of the Student: Sandeep Das, Meghna Borgohain

Project Guide: Ms. Tapati Sharma
Faculty Member, Centre for Management Studies
Dibrugarh University.

Objectives of the study:
a) 1. To Study the impact of activation element in sells.
b) To identify the best activation element and its impact in sell.



Scope of the study:
The study is confined to Dibrugarh town.






List of Tables and Figure
1. Company profile 1.2
2. Effective change in the current market situation by RED (Right Execution
Daily) 3.1.1
3. Increase of sell in your outlet by introduction of RED (Right Execution
Daily) by CocaCola 3.2.1
4. The activation element (such as a Visicooler) has an impact on sell
3.3.1
5. Sells Generating Asset (SGA) has an impact on Sells if it is kept outside the
outlet 3.4.1
6. Activation element that plays role in sales in the Eating and Drinking outlet
3.5.1.1
7. Activation element that plays role in sales in the Grocery outlet.
3.5.2.1
8. Activation element that plays role in sales in the Convience outlet
3.5.3.1
9. Opportunity to choose your own choice of activation element
3.6.1
10. Activation element delivery in time 3.7.1

11. Availability of any such activation element where most of the products of
CocaCola are advertised together 3.8.1
12. Features such as Quantity and Price of the various products of Cocacola
whether mentioned in most of the activation elements.
3.9.1
13. The best activation element according to the owner of the outlet.
3.10.1











Page VIII


PREFACE

Research report is considered as a major component of research study. Unless the
findings are made known to others the purpose of research is not well served. This
mini project report is the outcome of the project study made under the Paper-BM-303
Project Study, in the 3
rd
Semester of the MBA Course in Dibrugarh University.

The study has been pursued on. A study on the effectiveness of RED(Right
Execution Daily on Outlet Activation by CocaCola In this report, methodology of
the study, the analysis of the data procured in the form of questionnaire, the findings,
the conclusions and the suggestions of the study has been stated. On the basis of this
study, some findings and recommendations are put forward with a hope that this
report will prove beneficial to the Outlets in Dibrugarh town in some way.
















Page IX


ACKNOWLEDGEMENT

Despite all the hurdles and difficulties we have been able to complete the project with
ease and self confidence. This has been possible because of the support and guidance
made available by the institutional guide. We indebted to all the peoples who
extended their valuable help in connection with our project work.

We acknowledge the generosity of our project to Ms. Tapati Sharma, Faculty member
of Centre for Management Studies for her supervision and guidance in carrying out
this project work.

Last but not the least, we would like to acknowledge our thanks to all our family
members and our friends who has been the real source of inspiration behind the whole
study and our personal thanks are due to all the respondents for their responses to the
questionnaire served to them.












Page X


Page 1
1. INTRODUCTION
1.1 INTRODUCTION OF COCA COLA COMPANY
Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds Leading
manufacturer, marketer and distributor of non-alcoholic beverage Concentrates and
syrups, used to produce nearly 400 beverage brands. It Sells beverage concentrates
and syrups to bottling and canning operators, Distributors, fountain retailers and
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:
Provide 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
Sophisticated and pervasive production and distribution system in the world. More
than anything, that system is dedicated to people working long and Hard to sell the
products manufactured by the Company. This unique worldwide system has made
The Coca-Cola Company the worlds premier Soft-drink enterprise. From Boston to
Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to Thirsty consumers around the globe. For more than
115 years, Coca-Cola Has created a special 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 consumers 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 people 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 whilst limiting business risks.


Page 2
1.2 COMPANY PROFILE

Name
THE COCA-COLA COMPANY
Type
Public
Industry Beverage
Founded 1892
Headquarters Atlanta, Georgia, U.S.
Area served Worldwide
Operational Reach 200+ countries
Key people Muhtar Kent (Chairman and CEO), Ahmet Bozer (Exec. Vice Pres.)
Products
More than 3300 products including diet and regular sparkling
beverages, and still beverages such as 100 percent juices, juice drinks,
waters, sports and energy drinks, teas and coffees, etc.
Revenue US$48.01 billion (2012)
Operating income US$10.84 billion (2012)
Net income US$9.01 billion (2012)
Total assets US$86.17 billion (2012)
Total equity US$32.79 billion (2012)
Employees 146,200 (Dec 2011)
Website Coca-ColaCompany.com







Page 3
1.3 COCA-COLA IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than
reveals its formula to the Government and reduces its equity stake as required under the
Foreign Regulation Act (FERA) which governed the operations of foreign companies
in India. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of
16 years, with its launch in Agra. An agreement with the Parle Group gave the
Company instant ownership of the top soft drink brands of the nation. With access to 53
of Parles plants and a well set bottling network, an excellent base for rapid
introduction of the Companys International brands was formed. The Coca-Cola
Company acquired soft drink brands like Thumps Up, Gold spot, Limca, Maaza, which
were floated by Parle, as these products had achieved a strong consumer base and
formed a strong brand image in Indian market during the re-entry of Coca-Cola in
1993.Thus these products became a part of range of products of the Coca-Cola
Company. In the new liberalized and deregulated environment in 1993, Coca-Cola
made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian
bottling arm of the Coca-Cola Company. However, this was based on numerous
commitments and stipulations which the Company agreed to implement in due
course. Coca-Cola is made up of 7000 local employees, 500 managers, over 60
manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17
Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract
Packers that facilitate the manufacture process of a range of products for the
company. It also has a supporting distribution network consisting of 700,000 retail
outlets and 8000 distributors. Almost all goods and services required to cater to the
Indian market are made locally, with help of technology and skills within the
Company. The complexity of the Indian market is reflected in the distribution fleet
which includes different modes of distribution, from 10-tonne trucks to open-bay
three wheelers that can navigate through narrow alleyways of Indian cities and
trademarked tricycles and pushcarts.




Page 4
2. RESEARCH METHODOLOGY

The methodology used to analyze the project is mainly based on survey method and
the survey was conducted through questionnaire and includes direct contacts with the
owners of the outlet. The area of the research was restricted to H.S. Road, Dibrugarh
which is the hub of the Dibrugarh Town. While conducting the study we approached
various stores, shops and outlets within the area.
2.1 Sampling Plan:
a) Sampling unit: owners of the outlets.
b) Sample size: 26 respondents.
2.2 Sampling Technique used:
a) Convenience Sampling or Purposive Sampling
2.3 Sources of Data Collection:
a) Sources of Primary data:
Gathered information through scheduled questionnaire.
Direct interview with the owners of the outlet.
Observation was also involved.
b) Sources of Secondary data:
Websites:
I. www.cocacolacompany.com
II. www.coca-colaindia.com
III. www.wikipedia.com

2.4 OBJECTIVE OF THE STUDY

a) To Study the impact of activation element in sell.
b) To identify the best activation element and its impact in sell.

Page 5


2.5 SCOPE OF THE STUDY
a) It helps to find out the promotion activities of the company and helps to make
relevant changes according to their competitors.
b) RED helps to maintain the outlets in a well designed manner so that it can
attract more customers and thereby increase the sales.
c) It helps in understanding the impact of S.G.A (Sell Generating Assets) on
sales.























Page 6
3. DATA ANALYSIS AND INTERPRETATION

3.1 Effective change in the current market situation by RED (Right
Execution Daily).

Table 3.1.1 {Table showing effective change in the current market
situation by RED (Right Execution Daily)}


Particulars

Number of respondent

Percentage (%)

Yes 17 65.38
No 9 34.62
Total 26 100





Figure 3.1.1 {Pie- Chart showing effective change in the current market
situation by RED (Right Execution Daily)}


Interpretation: - It can be seen from the above table and figure that 65.38 %
of the respondents says thinks that RED (Right Execution Daily) strategy has shown
effective change in the current market situation while the rest 34.62 % thinks that it
has not shown any change.
65.38%
34.62%
yes
no


Page 7
3.2 Increase of sell in your outlet by introduction of RED (Right Execution
Daily) by CocaCola.

Table 3.2.1 {Table showing increase of sell in your outlet by introduction
of RED (Right Execution Daily) by CocaCola}

Particulars

Number of respondent Percentage (%)
Yes 24 92.31
No 2 7.69
Total 26 100



Figure 3.2.1 {Pie- Chart showing increase of sell in your outlet by
introduction of RED (Right Execution Daily) by CocaCola}


Interpretation:- From the above table and chart it can be seen that 92.31 %
of the respondents think that introduction of RED by CocaCola has resulted in sells in
their outlet. Whereas, 7.69 % of the respondents thinks that the sells in their outlet
didnt increase.



92.31%
7.69%
Yes
No


Page 8
3.3 Activation element (such as a Visicooler) has an impact on sells.

Table 3.3.1 {Table showing the activation element (such as a Visicooler)
has an impact on sells}


Particulars

Number of respondent Percentage (%)
Yes 26 100
No 0 0
Total 26 100




Figure 3.3.1 {Pie- Chart showing activation element (such as a Visicooler)
has an impact on sells}

Interpretation: - From the above table and figure it can be seen that 100 %,
that is, all the respondents says that an activation element has an impact on sells.




100%
0
Yes
No


Page 9
3.4 Sells Generating Asset (SGA) has an impact on Sells if it is kept outside
the outlet.

Table 3.4.1 {Table showing Sells Generating Asset (SGA) has an impact
on Sells if it is kept outside the outlet}


Particulars

Number of respondent Percentage
Yes 19 73.08
No 7 26.92
Total 26 100




Figure 3.4.1 {Pie- Chart showing Sells Generating Asset (SGA) has an
impact on Sells if it is kept outside the outlet}

Interpretation:- It can be seen from the above table and figure that 73.08 %
of the respondents says that if the Sells Generating Asset(SGA) is kept outside their
outlet, it has an impact on their sells. Whereas, 26.92 % of the respondents feels that
it does not make any impact on their sell.

73.08%
26.92%
Yes
No


Page 10
3.5 Activation element that plays an important role in sells.
3.5.1 Eating and Drinking

Table 3.5.1.1 (Table showing the activation element that plays role
in sales in the Eating and Drinking outlet) (12 outlets)

Option Number of respondent Percentage (%)

Table Top 0 0
Combo 0 0
Glow Signboard 12 100
Total 12 100





Figure 3.5.1.1 (Pie-Chart showing the activation element that plays
role in sales in the Eating and Drinking outlet) (12 outlets)


Interpretation: - Out of the 26 samples, 12 samples were the outlets
(restaurants/eating and drinking facility shops/Hotels) who had eating and drinking
facilities. From the above table and chart we can see that all the 12 outlets, that is, 100
% of the respondents say that Glow Signboard is the activation element that plays an
important role in sells.
0%
0%
100%
Table top
Combo
Glow Signboard


Page 11
3.5.2 Grocery

Table 3.5.2.1 (Table showing the activation element that plays role in
sales in the Grocery outlet) (14 outlets)


Option

Number of respondent Percentage (%)
Mobile Hanger 0 0
3 Tier Rack 0 0
Shelf Display 14 100
Total 14 100



Figure 3.5.2.1 (Pie-Chart showing the activation element that plays
role in sales in the Grocery outlet) (14 outlets)


Interpretation: - Out of the 26 samples, 14 samples were the Grocery outlets.
From the above table and chart we can see that all the 14 outlets, that is, 100 % of the
respondents say that Shelf Display is the activation element that plays an important
role in sells.




0%
0%
100%
Mobile Hanger
3 Tier Rack
Shelf Display


Page 12
3.5.3 Convenience

Table 3.5.3.1 (Table showing the activation element that plays role in
sales in the Grocery outlet) (0 outlets)

Particulars

Number of respondent Percentage (%)
Mobile Hanger 0 0
3 Tier Rack 0 0
Shelf Display 0 0
Total 0 0


Interpretation: -Out of the 26 samples there were no such outlets that fell
under Convenience. Hence no further interpretation can be done.




























Page 13
3.6 Opportunity to choose your own choice of activation element.

Table 3.6.1 (Table showing the Opportunity to choose your own choice of
activation element)

Particulars

Number of respondent

Percentage (%)
Yes 4 15.38
No 22 84.62
Total 26 100




Figure 3.6.1 (Pie-Chart showing the Opportunity to choose your own
choice of activation element)

Interpretation: - It can be seen from the above table and chart we can see
that only 15.38 % of the respondents say that they get an opportunity to choose their
own choice of activation elements. Whereas, 84.62 % of the respondents say that they
dont get the opportunity to choose their own kind of activation element.





15.38%
84.62%
Yes
No


Page 14
3.7 Activation element delivery in time.

Table 3.7.1 (Table showing the activation element delivery in time)


Particulars

Number of respondent Percentage (%)
Yes 20 76.92
No 6 23.08
Total 26 100





Figure 3.7.1 (Pie-Chart showing the activation element delivery in time)


Interpretation: - From the above table and chart it can be seen that 76.92 %
of the respondents say that they get the activation element in time and at the specified
date. Whereas 23.08 % of the respondents say that the delivery of activation elements
are delayed.






76.92%
23.08%
Yes
No


Page 15
3.8 Availability of any such activation element where most of the products
of CocaCola are advertised together.

Table 3.8.1 (Table showing availability of any such activation element
where most of the products of CocaCola are advertised together)

Particulars

Number of respondent Percentage (%)
Yes 3 11.54
No 23 88.46
Total 26 100





Figure 3.8.1 (Pie-Chart showing the availability of any such activation
element where most of the products of CocaCola are advertised together)


Interpretation: - From the above table and chart it can be seen that only
11.54% of the respondents say that there is availability of such activation element
where most of the products of are advertised together. Whereas 88.46 % of the
respondents say that there is unavailability of such activation element.





11.54%
88.46%
Yes
No


Page 16
3.9 Features such as Quantity and Price of the various products of
Cocacola whether mentioned in most of the activation elements.

Table 3.9.1 (Table showing the features such as Quantity and Price of the
various products of Cocacola whether mentioned in most of the activation
elements)


Particulars

Number of respondent Percentage (%)
Yes 4 15.38
No 22 84.62
Total 26 100





Figure 3.9.1 (Pie-Chart showing the features such as Quantity and Price
of the various products of Cocacola whether mentioned in most of the
activation elements)


Interpretation: - From the above table and chart it can be seen that only
15.38 % of the respondents say that the features such as Quantity and Price of the
various products of Cocacola are mentioned in most of the activation elements there
is availability of such activation elements. Whereas, 84.62 % of the respondents say
that these features are not there.
15.38%
84.62
Yes
No


Page 17
3.10 The best activation element according to the owner of the outlet.

Table 3.10.1 (Table showing the best activation element according to the
owner of the outlet)


Particulars

Number of respondent Percentage (%)
Table Top 0 0
Combo 0 0
Glow Signboard 12 46.15
Mobile Hanger 0 0
Shelf Display 14 53.85
3 Tier Rack 0 0
Road Stand 0 0
Total 26 100




Figure 3.10.1 (Pie-Chart showing the best activation element according to
the owner of the outlet)

Interpretation: - From the above chart it can be seen that 53.85 % of the
respondents say that the best activation element is the Shelf Display. Whereas, 46.15
% of the respondents says that Glow Signboard is the best activation element.

0%
0%
46.15%
0%
53.85%
0%
0%
Table Top
Combo
Glow Signboard
Mobile Hanger
Shelf Display
3 Tier Rack
Road Stand


Page 18
4. CONCLUSION

4.1 Findings
The findings of our study are: -
a) From the study we can say that RED strategy has a positive impact in sells.
b) When a sells Generating Asset (SGA) is kept outside the outlets, it has a
positive impact in sells.
c) From the study it can be said that the strategy of RED is effective on Outlet
Activation.
d) Many activation elements are not provided to the outlets.
e) From the study we can say that the elements that play an important role in
sells are the Glow Signboard and the Shelf Display.
f) The best activation elements are the Glow Signboard and the Shelf Display.

4.2 Limitations

The limitations of our study are: -

a) Since the outlets are based consumer goods which requires a large sample to
have an accurate study, a sample size of 26 respondents was too small for it.
b) The result of the survey are based upon crucial assumptions like:

I. The respondents know right answer of the questions put to them.
II. They are willing to give the right answers.
III. Strictly based on the responses of the retailers.
c) It was difficult to interrogate with the owners of the outlets for lack of time
and there busy schedule.
d) The findings may not be very much relevant as most of the activation
elements were not present in the outlets.
e) Some of the owners of the outlets were not very participative which didnt
help to fetch the full information.







Page 19
4.3 Recommendations: -

a) The RED strategy can be more effective if the owners of the Outlet are given
more opportunity to choose their own choice of activation elements.
b) Scheme based activation elements can be introduced.
c) There should be impactful communication of the price of the coca-cola
products in each and every outlet through activation elements.
d) Activation elements should be provided at right time to each small and large
outlet in order to promote the sales of the products.
e) All the type of activation elements should be provided to the outlets.
f) Seasonal wise activation elements can be introduced.


































Annexure 1- Bibliography

Books
[1] Appannaiah, Reddy, Ramanath (2010) Business Research Methods. Mumbai :
Mrs. Meena Pandey
Websites
[2] Coca Cola India Company History.
Retrieved Nov 01, 2013, from
http://www.coca-colaindia.com/ourcompany/company_history.html
[3] http://en.wikipedia.org/wiki/The_Coca-Cola_Company retrieved Oct 30, 2013
from Dibrugarh.




















Annexure 2- Questionnaire
Dear Sir/Madam,
We are the students of Centre for Management Studies, Dibrugarh
University and doing our MBA Full Time Programme. We are doing an
academic project as part of our course requirement under Ms. Tapati Sarmah,
Assistant Professor, Centre for Management Studies, Dibrugarh University and
our topic is The Effectiveness of RED(Right Execution Daily) on Outlet
Activation by CocaCola. We would therefore request you to kindly submit us the
following information so as to help us complete our project. The information will
be strictly for the purpose as has been mentioned and would be treated with
strict confidentiality.
Thanking you.
Yours faithfully,
Sandeep Das,
Meghna Borgohain,
3
rd
Semester, MBA (FT), Centre for Management Studies,
Dibrugarh University.

Name(Optional): ...........................................................................................................
Name of the Store/Shop/Outlet: ..................................................................................
Address: .........................................................................................................................

(Please tick in the appropriate space provided)
1. Has RED (Right Execution Daily) strategy shown any effective change in the
current market situation?
Yes No

2. Because of the introduction of RED (Right Execution Daily) by CocaCola,
does it show any increase of sell in your outlet?
Yes No

3. Do you think that the activation element, say a Visicooler, has an impact on
sells?
Yes No



4. Do you think that the Sells Generating Asset (SGA) has an impact on sells if it
is kept outside the outlet?
Yes No

5. According to you, which activation element plays an important role in sells?
(Tick the best alternative)
a) Eating and Drinking :- i. Table Top
ii. Combo
iii. Glow Signboard
b) Grocery :- i. Mobile Hanger
ii. 3 Tier Rack
iii. Shelf Display

c) Convenience:- i. Road Stand
ii. Table Top
iii. Mobile Hanger

6. Are you given the opportunity to choose your own choice of activation
element?
Yes No

7. Is the activation element delivered in time?
Yes No

8. Is there availability of any such activation element where most of the products
of CocaCola are advertised together?
Yes No

9. Are the Features such as Quantity and Price of the various products of
Cocacola mentioned in most of the activation elements?
Yes No





10. According to you which is the best activation element? (Tick the best
alternative)
a) Table Top
b) Combo
c) Glow Signboard
d) Mobile Hanger
e) Shelf Display
f) 3 Tier Rack
g) Road Stand