RED(RIGHT EXECUTION DAILY) ACTIVATION OF COCA COLA IN JAMMU

Submitted by: Rahul kumar

panjnathia MBA-2C

Definition of beverage

Types of beverage

The various types of beverage are: Alcoholic beverages Non-Alcohol beverages:-

I. Soft drinks

II. Fruit juice Hot beverages Other

Indian soft drinks market

It divided into:-

Cola product.

Non cola product.

63%

37%

Share

Cola productNon Cola product

Historical background of the Coca Cola Started in 1886 Headquarters is in Atlanta World's largest beverage company. Focuses on the non-alcoholic beverage market. Coca-Cola formula and brand was bought in1889

by Candler Coca-Cola currently offers nearly 400 brands

Indian History

Leading soft drink brand in India . In 1977 it left India. In 1993 Coke Relauched in India. Acquired local brands i.e Thums up,fanta. In 1997 it acquired 37plants. In 2000, the company launched the Kinley water . From 1993 to 2003, it invested more than US$1

billion in India.

In January 2004 the Indian parliament banned on the sale of Coke

In 2005, Coca Cola India broke into two divisions: Hindustan Coca Cola Beverages (Bottling) and Coca Cola India

Indian Brands

Non Carbonated Drinks

Water and Soda

Year Punch line

2009 Open happiness

2007 Sabka thanda ek

2005 Piyo sar utha ke

2003 Thanda matlab Coca-Cola

2000 Coca-Cola enjoy

1993 Always Coca-Cola

1990 Can’t beat the real thing

1989 Can’t beat the feeling

1986 Red, white and you

1982 Coke is it

Punch lines of Coca Cola

Swot AnalysisStrengths. Top position in the market. Target every age group. Good financial position.

Weaknesses lack of proper distribution. Lack of availability of 1l and 1.5l pack Less schemes to retailers.

Swot Analysis Opportunites:o Large market share.o To increase the sale on kinley water.

Threats:o Pepsi has captured major mark, 1 & 1.5l it.o Retailers divert to Pepsi.o Pepsi is the major competitors.

INTRODUCTION OF HCCBPL , JAMMU

It manufacture following products :

• Coca Cola , Thumbs up , Limca , and Fanta packed in glass bottles, Kinley water and soda.

• The company mainly sells its products in all districts of J & K .

• It supplies kinley water outside j& k.

0rganisation chart of sale department

GENERAL SALE MANAGER (MR. Sanjay Bali)   Area sale manager (ASM) ASM ASM

Mr. S.S Bali Mr. Salim malik Mr. Sachdevia

  Sale team leader (STL)

Area channel manager (ACM) Mr. Ajay yadav

 

AREA Executive channel (AEC) Mr. Ajay kumar Market developer (MD)

INTRODUCTION OF THE PROJECT

RED Concept About RED :-

a. To check the availability of the product.

b. To check the activation in various outlets.

c. To check the branding order. of the various products in the cooler

RED ELEMENTS 1.Availability 2.Brand order

3. Impurity4.Activation element

TYPES OF OUTLETS

Volume:-Diamond, Gold, Silver and Bronze Channel:- Grocery, Convenience , E&D-1,E&D-

2

Locality Income= High, low ,Medium 

OBJECTIVES OF THE STUDY To know the reason behind low RED score.

To know the impact of activation element on sale when keep it out side.

  To ensure the availability and visibility of product.

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGYRESEARCH DESIGN:

Descriptive research design is used for collecting primary data.

Sampling technique

Sample size

Population

METHOD OF DATA COLLECTION

Primary data

Method of primary data collection Primary data is collected by Questionnaire

  Secondary data

  Method of secondary data collection:

  Journals and Magazines Internet

LIMITATIONS:

Non-cooperative behavior of retailers. Data may be biased or insufficient. Not able to visit all the retailers.

Analysis and Interpretation

Channels of outlets

GROCERY CONVENIENCE E & D-1 E & D-20%

10%

20%

30%

40%

50%

60%

70%

48%

32%

8%12%

64%

24%

8%4%

GANDHI NAGAR CHANNI HIMMAT

Category of outlets

Category of outlets No. of outlets PercentageDiamond 3 12 Gold 4 16 Silver 8 32 Bronze 10 40

Gandhi nagar

Category of outlets No. of outlets PercentageDiamond 2 8 Gold 6 24 Siliver 9 36 Bronze 8 32

Channi himmat

RED Score of Coke

AREA BRAND ORDER ACTIVATION ELEMENT

PURITY

GANDHI NAGAR

CHANNI HIMMAT

YES NO YES NO YES NO

21 4 20 5 14 11

23 2 21 4 12 13

Increased in sales due to activation elements

O TO 10 % 10 TO 20 % 20 TO 30 % More than 30 %0%

5%

10%

15%

20%

25%

30%

35%

40%

36%

20%

24%

20%

32%

16%

24%

28%

increased in sales

GANDHI NAGAR CHANNI HIMMAT

Satisfied with the order delivered.

YES NO0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

80%

20%

88%

12%

GANDHI NAGARCHANNI HIMMAT

Effect of display scheme

PARTICULARS NO OF RESPONDENTS

PERCENTAGE

YES 19 76 NO 6 24

GANDHI NAGAR

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

YES 17 68

NO 8 32

CHANNI HIMMAT

Performance of Market developer

PERFORMANCE NO. OF RESPONDENTS

PERCENTAGE

POOR 2 8 GOOD 17 68 BETTER 4 16 BEST 2 8

GANDHI NAGAR

PERFORMANCE NO. OF RESPONDENTS

PERCENTAGE

POOR O 0

GOOD 13 52

BETTER 2 8

BEST 10 40

CHANNI HIMMAT

Frequency of MD visit.

VISIT NO . OF RESPONDENTS

PERCENTAGE

DAILY 19 76WEEKLY 6 24MONTHLY 0 0 NEVER 0 0

GANDHI NAGAR

CHANNI HIMMAT

VISIT NO . OF RESPONDENTS

PERCENTAGE

DAILY 9 36

WEEKLY 16 64

MONTHLY 0 0

NEVER 0 0

Changes in condition of visi cooler.

GANDHI NAGAR

PARTICULAR NO. OF RESPONDENT

PERCENTAGE

YES 10 40 NO 15 60

CHANNI HIMMAT

PARTICULAR NO. OF RESPONDENT

PERCENTAGE

YES 3 12 %NO 22 88%

Availability of product increased

GANDHI NAGAR

AVAILABILITY OF PRODUCT INCREASED

NO. OF RESPONDENT

PERCENTAGE

YES 20 80

NO 5 20

CHANNI HIMMAT

AVAILABILITY OF PRODUCT INCREASED

NO. OF RESPONDENT

PERCENTAGE

YES 17 68

NO 8 32

Activation of outlet increased

GANDHI NAGAR

ACTIVATION INCREASED

NO. OF RESPONDENTS

PERCENTAGES

YES 21 84

NO 4 16

CHANNI HIMMAT

ACTIVATION INCREASED

NO. OF RESPONDENTS

PERCENTAGE

YES 19 76

NO 6 24

FINDINGS

SUGGESTIONS

CONCLUSION