EVALUATING AND ANALYZING SEGMENTATION MODEL OF

COCA-COLA

Introduction: The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland. Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886 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. 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

 In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger Coca Cola owns more than of the worlds beverages. Coke is affordable in all the outlets we surveyed. Coke comes in a variety of sizes worldwide, so you can use it for a crowd or as a personal snack.

 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 Exchange Regulation Act (FERA) which governed the operations of foreign companies in India

Coca-Cola re-entered India in 1993. The vision of the company is to lead beverage revolution in the world and provide its consumer quality beverages at affordable price. As on June 2005, Company has 78 manufacturing locations across 24 states of the country.

Objective : To know the reason behind low RED (Right Execution Daily) score. To know the availability of activation element in RED outlet. To know the problem in the distribution of activation element. To identify suitable activation element according to the outlet's location. To know the impact of activation element on sell when keep it outside. To know the impact of activation element on customer. To help M.D. (Market Developer) in outlet activation.

Scope : The main scope of study is to understand the impact of S.G.A (Sale Generating Assets) on sell. To increase RED score of the outlet. To fill the gap of activation element in different RED outlet. To make a platform for market developer to work on difficult RED outlet.' To analyze the work of the market developer.

Research methodology
Research design This research involved Descriptive as well as Explorative: Aims at gathering data about how coca cola scheme playing in the mind of customer &consumer Sample design : simple random sampling Sample size: 75 Area of operation : HUBLI & DHARWAD Tools of data analysis : Pie chart Research instruments : Questionnaire Time frame : 8 weeks

DATA ANALYSIS AND FINDINGS

(in HUBLI-DHARWD region):-

Activation OF OUTLETS :1. Number of outlets need activation elements?

Activated = 190 Not activated = 60

Total outlets-250

Brand order :2. Number of outlets following brand order. Following 168 Not following

82
Total outlets-250

Purity OF VISI-COOLER
3. Number of outlets having purity? Purity

172
Not purity

78
Total outlets-250

Prime position :4. Number of outlets located at prime position. Prime position

167
Not in prime position 83 Total outlets-250

TRADE-channeL :Total outlets-250

E&D (11%) GROCERY (6%)

CONVENIENCE (83%)

Visi-cooler :Total outlets-250

6. Distribution of Visi-cooler in the market.

7. Volume-wise distribution.

Total outlets-250

PRODUCT OF COCA-COLA IN INDIA

Findings:-

76% outlet from the sample of 250 outlets which have sufficient activation elements but remaining 24% outlets are not fully activated. In our study it is revealed that ,67%from the selected outlet follow the Brand Order COLOJ-K, but remaining 37%are not following the brand order. 69% of visited outlet, visi-cooler are pure i.e. in visicooler only the product of Coco cola are placed and 31% of outlets dont keep visi-cooler pure. 67% of visi-cooler are at prime position where consumer can see our product and choose as per there need. 83% outlets are convenience store, 11% are under the E&D and remain under 6% are glossary shop.

 41% of outlets are having 7vc, 41% of the total outlets having 9vc,4% outlets have 11vc,and few outlets have 2vc and 20vc. 54% market cover under the silver categories where as remaining 23%,22%,1% are under diamond, gold, bronze respectively. 91% outlets dont have a sufficient number GOD that they can create stock pile according to the visi coolers provided to them and 9% are those outlets which have sufficient number of GOD.

Problem :-

* Lack of pure visi cooler .Purity level is worse condition because lean season. * Activation Problem. * During lean season there is lack of special offer to promote selling. * Availability standard in outlet is not according to terms and conditions of the company. *There is number of unsatisfied red outlet with admission. * M.M.P.O is vanished from outlet. * PepsiCo product is main competitor in market. *8. In most outlet kinley water and soda is least preferred brand.

Conclusion : Coca-Cola is the leading soft drink brand in Patna region & most selling brand in the region is Thums-Up, Sprite and Maaza. * According to most of the outlet owners 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 selection of the soft drink by customer. * Few activation elements like Table Top, Glow ShineBoard, Hanger; Road Stand plays a major role in increasing sell of the soft drink. * Supply of product as well as stock keeping unit is not up to the mark.

Suggestion :-

We must visit all RED outlets where the activation elements are missing and it must be activated immediately. We must visit all RED outlets and arrange the product according to COLOJ-K where products are not placed in the visi cooler according to COLOJ-K. All the MD (Market Developer) needs to visit all the red outlets regularly to keep the visi cooler pure. Prime position of visi cooler enhances the visibility of the product which help consumer to choose the product and some times it influences the customers to switch over from similar product. We should try to increase sale of outlets so that maximum outlets can be converted into upgrade class. We need to put effort to increase the required number of GOD as per the visi cooler size so that they can keep 3 day stock to meet the demand.

ANNEXURE : Questionnaire

Outlet Type : E & D Grocery Convenience Outlet Owner : ................ Location: . Contact No.: .
1. Outlet Name.

2. MD Name

3. Visi cooler size. 7vc 9vc 11vc 20vc 3. VPO size Diamond Gold Sliver Bronze 4. Location of SGA Prime position: Yes ( 5. Brand order Yes ( 6. Purity Yes ( 7. Activation element Yes ( 8. No. of GOD 9. Per Day selling 10. Delivery gap

) ) ) )

No ( ) No ( No ( No ( ) ) )

By. Amit Krishna

PRESENTED BY-

AMIT KRISHNA