INTRODUCTION

ABOUT THE TOPIC

RED: (RIGHT EXECUTION DAILY)

Concept of RED
RED, or right execution daily', is a distribution blueprint that Coke put in place in 2006. It is paying off for Coca-Cola and helping it post 10-15 per cent incremental sales. It is nothing but the power of routine. Many companies falter at the stage of execution and a Coke old-timer recalls that the earlier focus was on just making the brands available at the retailer outlet through a conventional distributor-led model with no control of how the brand was displayed nor on what else the retailer dumps in a Coke visi-cooler. Now Coke's RED execution done in big cities through direct distribution by the company is followed by the sales teams of both its company-owned and franchiseowned bottlers. Essentially, this plan covers its visi-coolers, the availability of beverages and activation. There is monthly field visit which covered modern trade, small kiranas, a bakery and a restaurant, it is important that the brand be visible and appealing to a potential customer. The Coke force works with retailers to ensure the cooler is in prime position, especially in outlets that exclusively stock only Coca-Cola brands. Apart from ensuring availability of all its beverage brands, the sales team also sees that signages are as per a plan. For example, in an eating outlet, as in this biryani restaurant, there would be combo shots of food and a sparkling beverage to induce customers. In activation we see that there should be proper hoarding,display and advertisement in the outlet have or not of the company product this include like making welcomegate in which there is retailer name and company product name on the Hoarding that will put on outside of theoutlet

OBJECTIVES OF THE STUDY:

To know the reason behind low RED (right execution daily) score. To know the availability of activation of element in RED. To know the problem in the distribution of activation element. To identify suitable activation element according to the outlets location. To know the impact of activation element on sell when keep outside. To know the impact of activation element on consumers. To help M.D (Market developer) in outlet activation.

SCOPE OF THE STUDY

The main scope of the study is to understand the impact of S.G.A (Sells Generating Assets) on sale.

To increase RED score of the outlet. To fill the gap of activation element in different RED outlets. To make a platform for market developer to work on difficult RED outlets, To analyze the work of the market developer.

COMPANY PROFILE

COMPANY PROFILE
The Coca-Cola Company is a beverage company, manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The CocaCola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent.

History & Development

The Coca-Cola Company was originally established in 1891 as the J. S. Pemberton Medicine Company, a co-partnership between Dr. J.S Pemberton and Ed Holland. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. In 1884, the company became a stock company and the name was changed to Pemberton Chemical Company. The new president was D. D. Doe while Ed Holland became the new Vice-President. Pemberton stayed on as the superintendent. The company's factory was located at No. 107, Marietta St. Three years later, the company was again changed to Pemberton Medicine Company, another co-partnership, this time between Pemberton, A. O. Murphy, E. H. Bloodworth, and J. C. Mayfield.

Finally in October 1888, the company received a charter with an authorized capital of $50,000.The charter became official on January 15, 1889. By this time, the company had expanded its offerings to include Pemberton's Orange and Lemon Elixir.

Coca-cola in India
Coca-Cola, the corporation nourishing the global community with the worlds 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 nations top soft-drink brand and bottling network. Its no wonder our brands have assumed an iconic status in the minds of the worlds consumers. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment. During the past decade, The Coca-Cola System has invested more than US $1 billion in India, making Coca-Cola one of the countrys top international investors and in 2003, Coca-Cola India pledged to invest a further $100 million in its operations. The Coca-Cola System in India includes 24 Company-owned bottling operations and another 25 franchisee-owned bottling operations that directly employ 5,500 local people and create jobs for another 150,000. Virtually all the goods and services required to produce and marketCoca-Cola products locally including our Kinley water brand launched in 2000, Shock, an energy drink launched in 2001, and Sunfill, our first powdered concentrate, also launched in 2001 are made in India, ensuring that the benefits of such enterprises remain in the local communities in which they operate. For as long as weve been in India, The Coca-Cola Company and our independent bottlers have been engaged at the international, national and community levels to support programs that protect the environment, conserve water, promote education, and provide healthcare.

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Coca-Cola India no.1. Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors.22 By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750crore) between September 2002 and March 2003.24 Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchiseeowned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.

SOFT DRINK INDUSTRIES IN INDIA

A soft drink is a non-alcoholic beverage. It is artificially flavored and contains no fruit or pulp. India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. The consumer market can be defined as the market for products and services that are purchased by individuals as house holds goods for their personal consumption. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment. Searching for the point of Indian soft drinks we first document on Gold Spot, this was the first brand soft drink in India. It was introduced by PARLE during later part of 40s. Cola giant, Coca-Cola was the first foreign soft drink to be introduced in India in 1965, CocaCola make a very good beginning and dominated the whole scheme right from the word go. It (Coca-Cola) faced no competition at that time. COCA COLA entered India in the year 1993 in collaboration with PARLE INDIA LTD. The marketing people did not even receive to publicize Coca-Cola for it sold first like probability not-cakes. This extraordinary success of soft drinks can be attributed to the following factors: Absence of contemporary competitive brand. Euphoric image built up in the Western countries proceeded the entry into Indian Market; and Indians are very found by nature of foreign goods, services etc. due to prolonged foreign rules. Parle Exports (P) Ltd, later in 1970 introduced Limca, Lemony Soft drinks. Before Limca introduce, they had tentatively introduced Cola, Pepino, which they had to soon withdraw in the face of battering confrontation with Coca-Cola. Three of four groups of Indians companies who had the required production capacity started their own brands of Cola, Lemon, Orange, but failed to achieve their goal on a national basis. India always has love and hate relationship with MNCs which gave a significant opportunities to soft drink industries in India when Coca-Cola decided to windup its operation in 1977 rather than bowing to the Indian government insisting on: Dilution of equity, as the government felt that lots of foreign currency was being wasted.

Manufacturing of the top-secret concentration in India. Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was opened to any company with the requisite, technical, marketing and organizational skills. The exit of Coca-Cola from India in 1977 accelerated the growth of several Indian Soft Drink. New soft drink in the form of Tetra pack entered the market among Frooti, Jump-In and Treetop were the prominent once. Till 1977 their equipped bottling plants and the distribution network a longing to be of no use. It took them one year to develop new formula to survive and gradually came up with Campa, Lemon, Orange and Cola that order. However Parle, the pioneer in the soft drinks, blazed its way to national prominence with their product Thumps Up bearing the slogan Happy Days Are Here Again. This particular slogan helped to win over the loyalists or addicts to Coca-Cola, who was in the state of Cola Shock or Cola Depression. Soon the Indian Soft drink industry started at a phenomenal rate, and all Parle Products Gold Spot, Limca and Thumps Up became the brand leader in their own segment. In spite of all these, the drink market still has large gap, as claim by soft drink manufacturers. To fill these gaps there are many soft drinks concentrate and squashes flooded the market. The Indian soft markets basically offered three flavours i.e. Orange, Lemon and Cola.

PRODUCTS
Products Available in Varanasi Market and Rates, Volume, Profit, Cost as on July 26, 2010

1.

Thums up:-

Drink Type: - Soft Drink Strong cola taste, Exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums up was acquired by the Coco-cola company in 1993. 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 the boys.

2. Coca-Cola:Drink Type: - Soft Drink The worlds favourite drink. The worlds most valuable brand. Coca-cola has a truly remarkable heritage. From a humble beginning in 1986, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world. In India Coca-cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca-cola made its return to the country in 1993and made significant investments to ensure that beverages is available to more and more people, even in the remote and inaccessible part of the nation. Coca Cola Thanda Matlab Coca Cola People in India generally refers cold drinks as Thanda. So Coke wanted to give an impression that whenever a customer think of Thanda, he should think of Coca Cola. So the Punch line makes Thanda equal to Coca Cola. Of late, we also have the Thande ka Tadka. Coca Cola Sabka thanda ek.

3. Sprite:Drink Type: - Soft Drink Worldwide sprite is ranked as the No. 4 soft drink and is sold in more than 190 countries. In India, sprite was launched in 1999 and today it has grown to be one of the fastest growing soft drink, leading the clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the todays youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

4. Limca:Drink Type: - Soft Drink Lime n Lemoni Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growth year on year and Limca continues to be the amongst the leading flavours soft drinks in the country. The sharp fizz and lemoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes, refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

5.Fanta:Drink Type: - Soft Drink

Internationally, Fanta the orange drink of the coca-cola company, is seen as one of the favourite drinks since 1940s. Fanta entered the Indian market in 1993. Over the years Fanta has occupied the strong market place and is identified as The Fun Catalyst. Perceived as the fun youth brand, Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings 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.

6. Maaza:Drink Type: - Juice/ Juice Drink Maaza was launched in 1976. Here was the 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 drink category. Over the years 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 hain Nam. Consumers regard Maaza as wholesome, natural, fun drinkwhich delivers the real experience of fruit.

7. Minute-Maid Pulpy Orange:Drink Type: - Orange Juice Drink The history of the minute maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed the process that eliminated 80% of water in orange juice, forming a frozen concentrate that when reconstituted created orange juice. They branded it Minute Maid, the name connoting the convenience and ease of preparation (in a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. Minute- Maid one of the worlds largest juice and juice drink brands.

8. Minute Maid Nimbu Fresh:

Drink type: - lemon juice drink Coca-Cola in India has launched a new product, Minute Maid Nimbu Fresh, a lemon juice-based drink. The new addition to the Minute Maid brand is being launched in a phased manner and will be initially made available to consumers through selective channels and outlets in the state of Tamil Nadu, followed by a nation-wide launch later this year. The launch of Minute Maid Nimbu Fresh, a refreshing lemon juice-based drink developed especially for Indian consumers. The roll out of the latest innovation has been designed to further extend the company's market leadership in the juice drink segment. Minute Maid Nimbu Fresh is being made available in two pack sizes, on-the-go 400ml PET and 1 liter PET, priced at INR15 and INR40 respectively.

9. Kinley:Drink Type: - soda Kinley is a carbonated water that comes in wide array of variants such as tonic, bitter lemon, club soda and a myriad of fruit flavours.

10. Kinley:Drink Type: - Water Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality and healthy life.

PRICES & QUANTITY OF THE PRODUCTS

Thums-up, Coca-Cola, Sprite, Limca, Fanta

Stock keeping unit 200ml 300ml Cane 330ml 350ml 600ml 1.25 ltr 2ltr

Trade Quantity price per Per crate crate/carton 192 264 448 378 564 408 531 24 24 20 24 24 12 9

Trade price per bottles/pet 8 11 18.75 15.75 21.50 34.17 59.11

MRP

Retailers margin per crate/carton 24 24 30 30 36 42 36

Margin profit in %age 14.2 9.09 6.66 7.93 6.9 10.14 7.14

9 12 20 17 25 37 63

Maaza

Stock keeping unit

Trade price per crate 200ml 192 200ml tetra 290 250mlxpress 405 600ml 624 1.25 ltr 556

Quantity per crate/carton 24 27 30 24 12

Trade price per bottles/pet 8 10.74 13.5 26 46.33

MRP

Retailer margin per crate/carton 24 34.02 45 48 44.04

Margin profit in %age 12.5 11.73 11.11 7.69 7.92

9 12 15 28 50

Minute Maid Pulpy Orange

Stock keeping unit 400 ml 1ltr

Trade price per crate 435 528

Quantity per crate/carton 24 12

Trade price per bottles/pet 18.12 44

MRP

Retailer margin per crate/carton 45.12 72

Margin profit in %age 10.37 13.63

20 50

Minute Maid Nimbu Fresh

Stock keeping unit 400ml

Trade price per crate 330

Quantity per crate/carton 24

Trade price per bottles/pet 13.75

MRP

Retailer margin per crate/carton 30

Margin profit in %age 9.09

15

Kinley Water
Stock keeping unit 1ltr 1/2ltr Trade price per crate 144 205 Quantity per crate/carton 12 24 Trade price per bottles/pet 12 8.50 MRP Retailer margin per crate/carton 36 36 Margin profit in %age 25 17.09

15 10

Kinley Club Soda

Stock keeping unit 300ml 500ml Trade price per crate 124 266 Quantity per crate/carton 24 24 Trade price MRP per bottles/pet 5.17 11.08 6 13 Retailer margin per crate/carton 20 46.08 Margin profit in %age 16.12 17.32

MISSION, VISION & VALUES

Our mission, vision & values outline who we are, what seeks to achieve and how we want to achieve it. They provide a clear direction for our company and help ensure that we all are working towards same goals.

VISION:

People: Being a great place to work where people are inspired to be the best they can be. Planet: Being a responsible global citizen that makes a difference. 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. Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

MISSION:'Remind Coca-Cola is the read thing' but their motto now has changed to 'To benefit and refresh everyone who is touched by our business.' Also Coca-Cola would hope to provide the best quality drink for everyone, all the employees working for them being at their top and fullest.

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.

VALUES:-

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

OBJECTIVES/GOALS OF COMPANY
Coca-Cola main objectives are to supply everyone their favorite drink and to satisfy the consumer needs and wants. Coca-Cola second main objectives are to provide profit to the shareholders and increase the market share.

COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic beverages industry consisting juices and soft drinks. The key competitors in the industries are as follows:

Pepsi Co: The PepsiCo challenge, to keep up with arch rival, the company soft drinks include Pepsi, Mountain dew, 7up, Slice, Mirinda, Nimbooz. PepsiCo also sells Tropicana orange juice brands, Gatorade sports drink and Aquafina water. PepsiCo and coca-cola hold together, a market share of 95% out of which 60.8% is held by coca-cola and rest of belongs to pepsi. Nestle: Nestle does not give that tough competition to coca-cola as it mainly deals with milk products, Baby foods and chocolates. But the iced tea that is NESTEA which has been introduced in the market by nestle provides a considerable amount of competition to the products of the company. Iced tea is one of the closest substitutes to the colas as it is thirst quencher and it is healthier when compared to FIZZ drinks. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. Dabur: Dabur in India, is one of the trusted brands as it has been operating over since times and people have laid their all trust in company and products of the company. Apart from food products, Dabur has introduced into the market the REAL JUICE which is packaged fresh fruit juice. These products give a strong competition to MAAZA and the latest product MINUTE MAID PULPY ORANGE.

Bisleri International Tatas Mount Everest Mineral Water Parle Agro Pvt. Ltd.

CUSTOMER

As coca-cola has wide range of products. Its customer also varies according to taste and preference. Coca-Cola is available in can of 330ml which target the upper income class and their sale is also confined in those particular places. Coca-Cola is available in cola, lemon, orange and juice flavor , accordingly customers have choice for. Among the products of coca-cola Thums up has lead the way with 45% of market share. Coca-cola Company has wide range of customers that falls under the distribution channels of marketing. Customers may be CNF, distributor, retailers, to final customers, which are (household).

COCA-COLA QUALITY POLICY

CORPORATE SOCIAL RESPONSIBILITIES

As one of the largest and most global companies in the world, Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated. The companys mission statement, called the Coca-Cola Promise, stated: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. The Company has made efforts towards good citizenship in the areas of community, by improving the quality of life in the communities in which they operate, and the environment, by addressing water, climate change and waste management initiatives. Like its parent, Coke Indias Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. Priorities included education, where primary education projects had been set up to benefit children in slums and villages, water conservation, where the Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education, and health, where Coke India partnered with NGOs and governments to provide medical access to poor people through regular health camps. In addition to outreach efforts, the company committed itself to environmental responsibility through its own business operations in India including:

Environmental due diligence before acquiring land or starting projects. Environmental impact assessment before commencing operations. Ground water and environmental surveys before selecting sites. Compliance with all regulatory environmental requirements. Ban on purchasing CFC-containing refrigeration equipment. Waste water treatment facilities with trained personnel at all company-owned bottling operations. Energy conservation programs. 50% water savings in last seven years of operations.

AWARDS & HONORS

Coca-Cola wins Bhagidari Award- Fourth time in a row

Coca-Cola India won the Delhi Government's Bhagidari Award for the 4th consecutive year for its efforts in Water Conservation and Community Development. The award was presented on the second day of the two days Bhagidari Utsav at Pragati Maidan, New Delhi on February 3, 2007 by the Hon'ble Chief Minister of Delhi, Smt. Ms. Sheila Dikshit. We took this opportunity to also present the Water Calendar 2007 to the Hon'ble CM. The Bhagidari Utsav is an annual event to celebrate the success of 'Bhagidari' - A publicprivate-community partnership program launched by the Delhi government a few years ago. Among the highlights of the Utsav was an exhibition cum display by some of the partners of the Delhi government, where each partner showcased its initiatives to make Delhi a 'better' place. In recognition of Coca-Cola's efforts in Water Conservation and PET Recycling, we were given two stalls to outline our initiatives in these areas. Ms. Dikshit was one of the first to visit our PET Recycling stall and after being briefed on our PET Recycling program, she urged the Company to spread the awareness on PET Recycling not just amongst the visitors to the Bhagidari Utsav but also among people at large.

Our Water Conservation stall was visited both by the Hon'ble Chief Minister Ms. Sheila Dikshit as well as by the Hon'ble Mr. A. K. Walia, Minister for Finance, Planning, P.W.D & Urban Development, Delhi Government, who were briefed about the various programs undertaken by the Company to spread awareness and to conserve water. The dignitaries were very appreciative of our efforts. We had showcased a device called 'Drip Gauge' for the first time in the country at the stall. Drip Gauge is a simple but effective tool to sensitize people to save water. A 3-D Rain Water Harvesting (RWH) model demonstrating the utility, functioning and commissioning of Rain Water Harvesting projects at individual households & residential colonies was also on display. In addition, people were apprised of simple methods to Reduce, Reuse, Recycle and Recharge water in their daily lives. Our stalls evoked tremendous response from all stakeholders and nearly 3000 people visited our stalls during the event. Of these, nearly 2500 participated in the two quiz contests that we ran at the stalls. Several Resident Welfare Associations and NGOs also approached us seeking our guidance and help for RWH and PET Recycling programs in their colonies. .

The Golden Peacock Environment Management Award

The GPEMA is designed to encourage and recognize effective implementation of environmental management system and this achievement has been made possible by the plants adherence to Coca-Colas total quality program called The Coca-Cola Quality system (TCCQS). TCCQS is all encompassing management system (Total Quality) covering environment management and other business aspects such as safety and loss Prevention (SLP), product quality, packaging quality, process capability improvement and customer satisfaction. GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. The awards are given separately for manufacturing and service organizations, and are assessed under the following categories, viz, Large Enterprises (251 and above employees), Medium Enterprises (51 to 250 employees), and Small Enterprises (upto 50 employees).

World Environment Foundation Awards - 2005 Golden Peacock Environment Management Award to Kaladera unit

The World Environment Foundation (WEF) awarded the prestigious Golden Peacock Environment Management Award 2005 (GPEMA) to the Coca-Cola bottling plant at Kaladera, near Jaipur, in recognition of its world-class environment practices. Coca-Cola Indias ultra-modern ISO 14001 certified bottling plant in the State won this top award in the medium scale Food & Beverage category from amongst more than 17 entries. The Kaladera unit is the fourth plant to get this distinction in the Coca-Cola India after Baddi (Himachal Pradesh), Ameenpur (Andhra Pradesh) and Dasna (Uttar Pradesh). The Award was presented to the plant team at a glittering function at Palampur by Dr. Ola Ullsten, former Prime Minister of Sweden.

H.E Shri T V Rajeshwar felicitating Mr. Ashitosh Bhardwaj, Area General Manager, Hindustan Coca-Cola Beverages Pvt. Ltd., Varanasi

Best Organization Award Presented To HCCBPL, VARANASI by the State Government of Uttar Pradesh

Best Organization Award to Coca-Cola India - giving equal opportunity to differentlyabled people. The State Government of Uttar Pradesh, under the aegis of Directorate, Handicapped Welfare conferred Hindustan Coca-Cola Beverages Pvt. Ltd.,Varanasi with the Best Organisation Award for allowing differently-abled people to prosper & carve a niche for themselves in the professional world.

The Award was given by the Governor of the State, H.E. Shri T V Rajeshwar to the Area General Manager, Hindustan Coca-Cola Beverages Pvt. Ltd. Varanasi, Mr.Ashutosh Bhardwaj, in a function organized at Sahkarita Bhawan, Lucknow, to mark the World Disability Day on December 3, 2005. According to Mr Ashitosh Bhardwaj, its a policy at Coca-Cola to give equal status & provide equal opportunity to the differently-abled people who are in a perfect physical condition. They are especially trained to carry out certain responsibility. Anomalies should not hamper the growth of an individual. At present, twelve differently-abled people are working as Bottle Inspectors (bottle supervisors) in the unit. The Company shared this award with B.C.G. School for the Deaf, Varanasi.

Outlet structure of coca-cola in India:

The outlets can be classified as per three criteria: Consumption pattern Volume pattern Shoppers profile

It is done through 7 steps:Outside signage To greet the customer

Warm display Inside signage Cooler purity & merchandising Order taking and range selling

OBJECTIVE OF RED
1. Focus on availability of products in outlets
There is big difference between the availability of products in market & red outlets. Coca-cola want their product displayed in each outlet in market so it is important that the product first available in market.

2. Focus on visibility of coke products in outlets

The aim of coca-cola is that its products should be visible for the customers so company gives to retailers rack so many display items. Now a days the company is giving visi-coolers to retailers for visible their chilled products in market for sales.

3. Regular market vigilance by Market Developer

To know the position of cokes products in the market coca-cola appoint some executive those go in market & check availability, visibility of products take care companies assets, check visi-cooler and talk to outlet owner & take feedback about their products.

4. Distribution of products according to locality

Coca-cola Company distributes their schemes according to area. Area or places where soft drinks sold in large manner, on those places company gives good schemes to outlet owner & retailers. Places like railway stations, bus stands are consider in this category.

5. Extra focus on monopoly outlets

Outlets which sales only coca-cola products and gives sale to company,

Are considered in this category company gives extra schemes, discount and other gifts to these outlets and tries to keep them happy and make long relationship. Problems of these kinds oulets resolves as soon as possible.

MARKET SEGMENTATION MODEL OF COCA-COLA

Segmentation is the process of dividing or categorizing market into different groups based on one or more variables. The segmentation of coca-cola market can be done on following basis. Markets can be segmented along 3 lines:a. Channel cluster b. Outlet volume c. Locality income

There are three factors of RED

Visi-cooler Availability Activation

VISI-COOLER:Visi-coolers are placed by the SGA (sell generating assets) department according to outlets locality and income.

There are different types of visi-coolers comes in the market like: Two caser Four caser Seven caser Nine caser Twenty caser Thirty caser
Coca-cola works on dikhega to bikega philosophy. This is the main formula of marketing strategy of each company. So, availability of products in the market is clear. For this purpose MARKET DEVELOPER daily come in market to check their product availability.

According to RED, market developer check the different things in visi-coolers under the channel cluster:Is cooler present or not. Prime position Working condition Light working 100% purity Shelf order compliant and Brand order

AVAILABILITY:There is big difference between the availability of products in market & outlets. Coca-cola want their product displayed in each outlet in market so it is important that the product first available in market after than it put on outlets. This is done according to channel and category of outlets. Channels are classified through there types of services providing to consumers. Grocery Convenience Eating & drinking

A) Grocery
Outlets primarily engaged in retailing of food & various household items. It includes Grocers (outlets dealing mainly in Grains, Provisions, spices, edible oil, vanaspati etc.) and General stores (outlets selling items of day to day requirement & stocking a variety of branded products).

B) Convenience
Convenience outlets are those outlets where people visit regularly. These are often located alongside busy roads. It includes STD Booths / cigarette & pan Shops. Semi temporary kiosk located near the roadsides selling cigarettes, beverages and other confectionary items, outlets ay petrol pumps etc.

C) Eating & drinking (E&D)

Outlets selling items to eat which are being cooked within outlet having place To sit are known as E&D type 2 and the outlet are not having place to sit are known as E&D type 1. Examples of E&D type 1, 2 E&D type 1 (standing):- bakers shops, misthan bhandar, confectionary stores etc. E&D type 2 (sitting):- dhabas, restaurants, pubs etc.

OUTLET VOLUME
According to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four different segments such as:

OUTLET CLASSIFICATION DIAMOMD GOLD SILVER BRONZE

PHYSICAL CARATS Those outlets which gives annual sales of more than 800 carats. Those outlets which gives annual sales of 799-500 carats. Those outlets which gives annual sales of 499200 carats. Those outlets which gives annual sales below 200 carats.

Product availability according to RED

It means to maintain the visional according to a fix set of product which is known as COLO-K, it means the set will follow a particular Brand Order. Thums-Up will take first place, after it coca-cola, sprite, limca, fanta, maaza and then water or soda will take place, this should also take care in 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 products.

The important parts of activation are:

Placement of visicooler at spot location availability of the products. Right location of display racers. Impactful message of price communication.

In activation according to channels comes are:-

E&D outlet
5 menu card/ combo element/ 1 menu board/ 1 of flex/ DPS board/ Glow sign board (GSB)

Grocery outlet
Three tier rack/ 100% pure/ 50% charged with header/ shelf display/ cut carton (minimum 6 pet bottles).

Convenience outlet
Table top/ hanging rack/ Arial hanger (atleast 1) shelf display/ cut carton (minimum 6 pet bottles) 1 of flex/ DPS board/ glow sign board/ stand.

All
OBM/ drinking shot communication/ price communication sticker.

ESSENTIAL ELEMENTS FOR ALL CHANNELS

Price strips Shelf strips Price cards Cooler door tray Dealer board / DPS Bottle neck header Crate wrap Standee

MEET COCA COLA CUSTOMER

Worldwide 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, streets, vendors, mass merchandisers, conveniences stores, drug stores, movie theatres, & 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 billion servings a day.

Why is their role important?

Coca-cola customer makes it possible for consumers & shoppers in local communities around the world to purchase & enjoy its brand portfolio of quality beverages.

How coca-cola induce for incident?

By putting visicooler in prime position. By keeping the cooler pure & clean. By doing rack display. By fixing combo board. By doing table activation. By counter top display.

To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED. A monthly report is send to Hindustan Beverages Coca-Cola Pvt. Ltd. The report is called as to create a RED Report. A.C. Nielsen asks a 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 products in a standards such as (thums-up, cocacola, sprite, limca, fanta, maaza etc.)? Is cooler working properly? Is the cooler pure?

Related to price communication:

Is there proper price display of the products?

Related to product availability:

All the brands should be available in the every distribution channel but main concern is that 200ml should present in the every channel and 600ml and 1.5litres per bottles should be present in the Eating & Drinking, convenience and Grocery shop.

RESEARCH METHODOLOGY

Researcher began his survey with route riding, i.e. traveling along with the sales persons on his daily trip to service the retailers. Researcher asked the retailers about their uses of Coca-cola merchandises and try to Asses the market share of the Coca-colas different brands. This is very important point as it gave me an inside view of the whole setup and further on during the planning of any of the promotions. Researcher was aware of the limitations and strengths of the environment he would be working in. The various methods and principles adopted are listed below: Research Plan: Date sources: sources of information are as follows: (1) Primary sources Whos the primary source?? Retailers are the primary source. (2) Secondary sources Researcher collected secondary information from Journals of Company, News papers, Magazines. Research Approach: Researcher followed one approach to collect the information (1) Survey Researcher contacted the retailers in the market place to gather the relevant information. (2) Number of Retailers contacted 100 Retailers.(sample unit)

Sample size: Varanasi & Near by Area

1) Cantt varanasi 2) Nadesar,Main market,varanasi 3) Sadar Market, varanasi 4) Cantonment, varanasi

5) Gillat market , varanasi 6) Ordelly Bazzar,varanasi 7) Phulwaria Bazzar ,varanasi 8) Laurahbir ,varanasi

Research instrument: Researcher used questionnaire as his instrument for conducting the survey. Sampling Plan (1) Sampling unit Retailers (2) Sampling procedure- Simple Random Sampling Procedure. Contact Method Researcher personally contacted the retailers.

SOURCES OF DATA COLLECTED: The data collected from primary and secondary sources.

PRIMARY SOURCES
Gather information through questionnaires. Direct interview with Grocery, Convenience and Eating & Drinking channels and consumers.

SECONDARY SOURCES

Internet sites www.google.com www.coca-colaindia.com

SWOT ANALYSIS
SWOT is the acronym for Strengths, Weaknesses, Opportunities and Threats. It is an analytical framework to help summarize in a quick and concise way the risk and opportunities for any company across the value chain. A good SWOT should look into internal and external factors affecting the issue at hand. Factors pertaining to the internal environment of the company. These are usually classified as Strengths (S) or Weaknesses (W) Factors that are external to the company. These are classified as Opportunities (O) or Threats (T).

HBCCPL Swot Analysis:

Strengths

Brand equity/image & recognition Product distribution and worldwide network Solid financial performance One of the world's most recognized brand Product diversification (water, juices, soft drinks, sport drinks, etc)

Weaknesses

Credit rating

Customer concentration, particularly in the US (Wal-Mart accounts for more than 10% of Coca Cola's business in the US) A lot of loyal Pepsi customers are not enough loyal Coca Cola customers. Bad Global website compared to Pepsi.

Opportunities

Bottled water growth Acquisitions of smaller players Health consciousness growth, specially of baby boomers Non-carbonated drinks are the fastest-growing part of the industry

Threats

Commodity prices growth Image perception in certain parts of the world (i.e., Colombia) Smaller, more nimble operators/players Key competitors (Pepsi, etc) The new "healthy" and organic food trends

DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS & INTERPRETATION Questionnaires

Outlet type : E & D

Convenience

Grocery

Outlet owner name :..location :... MD name :contact no. :..

ACTIVATION
1. Numbers of outlets needs activation elements? Activated = 90 Not activated = 10

Activation

10% Activated non- Activated 90%

BRAND ORDER
2. Number of outlet following brand order? Brand order = 85 No brand order = 15

Brand order

15% Yes No 85%

PURITY
3. Numbers of outlets having purity? Pure = 85 Unpure = 15

Purity

15% pure unpure 85%

PRIME POSITION
4. Number of outlets located at prime position? Prime position = 90 No prime position = 10

Prime position

10% prime position no prime position 90%

TRADE CHANNEL
5. Distribution of trade channel Convenience = 75 Grocery = 10 E & D = 15

Trade channel

15% 10% 75% convenience grocery E&d

VISI-COOLER
6. Distribution of visi-cooler in the market? 2 caser vc = 4 4 caser vc = 20 7 caser vc = 43 9 caser = 26 20 caser = 5 30 caser = 2

Distribution of visicooler
50 40 30 20 10 0 4
2 4 7 9 20 30

43 26

20

2 caser 4 caser 7 caser 9 caser 20 caser 30 caser

VPO class
7. Volume wise distribution? Diamond = 8 Gold = 22 Silver = 50 Bronze = 20

VPO Class

20%

8% 22%

50%

diamomd gold silver bronze

SATISFACTION
8. Number of retailers satisfied with RED? Satisfaction = 85 Unsatisfaction = 15

Satisfaction with RED

15% satisfied unsatisfied 85%

FINDINGS

FINDINGS
70% outlets from the sample of 100 outlets have sufficient activation elements but remaining 30% outlets are not fully activated. In our study it is relevant that 58% from the selected outlet follow the brand order, but remaining 42% are not following the brand order. 80% of visited outlets, visi-cooler are i.e. in visi-cooler only the product of cocacola are placed and 20% of outlets dont visi-cooler pure. 90% of visi-cooler are at prime position where consumer can se our product and choose as per there need. 45% outlets are convenience store, 15% are under the E&D and remaining comes under grocery shop. 43 outlets are having 7 caser visi-cooler, 26 outlets are having 9 caser visi-cooler, 5 outlets are having 20 caser visi-cooler, 2 outlets are having 30 caser visi-cooler and 4 outlets are having 2 caser visi-cooler. 40% market covers under the silver category where as remaining 10%, 15%, 35% are under diamond, bronze, gold respectively. 85% of the retailers are satisfied with the RED activities and rests of 15% are not satisfied with it.

CONCLUSION

CONCLUSION
Coca-cola is the leading soft drink brand in Varanasi region & most selling brand is thums-up, sprite and maaza. According to most of the outlets owners the products which is seen is sold i.e., jo dikhta hai wo bikta hai. Prime position of visi-cooler outside the outlets play an important role in the selection of the soft drink by customer. Few activation element like table top, glow shine boar, hanger, road stands play a major role in increasing sale of the soft drinks. Supply of the products as well as stock keeping unit is not up to the mark.

SUGGESTION

SUGGESTION
We must visit all RED outlets where the activation elements are missing and it must be activated immediately. We must visit all those outlets and arrange the products according to brand order.

The entire MD needs to visit all the outlets regularly to keep the visi-cooler pure. Prime position of visi-cooler enhances the visibility of the products which help consumer to choose the product and sometimes it influences the customers to switch over from similar product.

We should try to increase sale of outlets so that maximum outlets convert in upgrade class. We need to put effort to increase the required number of RGB as per the visicooler size that they can keep 3 day stock to meet the demand.

LIMITATIONS

LIMITATIONS
Although all efforts have take to make the results of survey as accurate as possible but the survey suffers from the following limitations: i. The time period was only 6 weeks so it was not possible to cover all the areas and go into depth of the problem and make analysis. ii. iii. The area of survey was Varanasi it was concentrated on urban area only. The psychological condition varies from place to place because many places outlets owners was not supportive. iv. Some respondents left some of the questions unanswered either due to inability to put strain on mind or they did not know the answer.

BIBLIOGRAPHY

BIBLIOGRAPHY
Reference;

Books Marketing research Marketing management Research methodology

Authors :Naresh malhotra : Philip Kotler : C.R. Kothari

Websites: www.scribd.com www.coca-colaindia.com