Summer training Project

Report
On
A Study on Execution mapping of RED (Right execution
dairy) on outlets of coca cola in Varanasi.

For Submitted for Partial Fulfillment Of

Masters of Business Administration
(MBA -2010-2012)

Under The Guidance of:Supervision of:-

Ms. Jyoti bajpai

Under The

Prakash Chandara

Submitted By:Amit kumar singh

Roll No. 1044070003

Naraina Vidya Peeth Management Institute

Panki, Kanpur-208020

College Certificate

Company Certificate

DECLARATION

I, the undersigned, hereby declare that the study and the report on EXECUTION
MAPPING OF RED (RIGHT EXECUTION DAILY) ON OUTLETS OF
COCA-COLA with reference to HINDUSTAN COCA-COLA BEVERAGES
PVT. LTD. VARANASI is entirely done by me in the summer training.
I declare that this report has not been submitted to any other university or
organization for the award of any fellowship degree.
I understand that any such copying is liable to the punishment in a way that the
University authority demits this.

Place: Date : -

Amit kumar singh

M.B.A.-II year

ACKNOWLEDGEMENT
I would like to express my profound gratitude to:
Mr. Ajay Kumar Singh, HR manager (East U.P)

 Mr. Sushil Kumar Patel, Capability development executive

Mr. Ram Singh, Sales executive
Of HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. VARANASI who was very
kind enough for providing me with an opportunity to undergo implant training in there
organization.
I would like to express my sincere gratitude to our beloved Dr K.G. Chaubey
H.O.B. M.B.A.who has always been a constant source of inspiration to us.
I am very much indebted and graceful to my guide Miss. Jyoti Bajpai Faculty
M.B.A. for her valuable support and suggestions without which this implant training
would not have been possible.
Finally, I thank all the employees of the company who in spite of their busy schedule,
were kind enough to help me either directly or indirectly, to complete my training and
project work successfully by giving timely assistance and providing valuable information.

Sl. No.

1.

Topics

Page no

Institutes certificate

ii

Companys certificate

iii

Declaration

iv

Acknowledgement

Introduction

1.About the topic

2.Objective of study

3. Scope of study

2.

Industry profile

3.

Company profile

11

4.

Product profile

25

5.

Research methodology

51

6.

Data analysis

56

7.

Finding

65

8.

Conclusion

67

9.

Suggestion

69

10.

Limitation of the study

71

11.

Bibliography

73

CONTENT

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. Blood worth, 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, CocaCola 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.

INDUSTRY
PROFILE

INDUSTRY PROFILE
The soda drink and bottled water industry includes more than 3,000 companies that
manufacture and distribute beverages. Only in the USA combined annual revenue is more
than $70 billion. Coca-Cola and PepsiCo hold more than 50 percent of the market,
following strong consolidation in the past decade. Only a few other companies have
annual revenue above $500 million. Most are local or regional manufacturing and bottling
operations with annual revenue under $100 million.

Competitive Landscape:
Demand for non-alcoholic beverages is driven by consumer tastes and demographics. The
profitability of individual companies depends on effective marketing. Large manufacturers
have economies of scale in production and distribution, with average annual revenue per
production worker close to $1 million. Small companies can compete by producing new
products, catering to local tastes, or selling at lower prices.

Products, Operations & Technology:

Nonalcoholic beverages include sodas (carbonated soft drinks, or CSD), bottled waters,
juices, and a large variety of mixtures. Sodas account for about 60 percent of the market.
The manufacture and distribution of most national soda brands, including Coke and Pepsi,
is a two-tiered process. The primary manufacturer produces flavored syrup called
concentrate that is sold to local bottlers who manufacture and distribute the finished
product. In a typical bottling operation, the flavored syrup, corn syrup (sugar), and filtered

water are mixed in appropriate proportions, carbon dioxide gas is injected, and the finished
soda product is poured into bottles or cans, which are capped, labeled, and packaged.
The two-tiered structure is most efficient for national companies with large volume,
because the manufacturing process is simple and because water, the main ingredient of
sodas, is expensive to ship and is available locally. Smaller companies combine the syrup
production and bottling operations in one plant. For soft drink bottlers, the major raw
materials, aside from the flavored syrup, are corn syrup and containers -- glass bottles,
aluminum cans, or plastic bottles made from polyethylene terephthalate (PET).
Bottlers frequently operate sizable distribution systems, including warehouses and fleets of
specialized delivery trucks. Production and distribution volume is usually measured in
cases of 192 ounces, although actual cases of 12-ounce cans now contain 288 ounces.
Coca-Cola produces more than 4 billion cases of soft drinks per year; PepsiCo, over 3
billion. In addition to producing canned and bottled soft drinks, large manufacturers sell
sweetened syrups to restaurants and other retailers that produce the finished product at the
point of sale by mixing the syrup with carbonated water to produce fountain products.
About 35 percent of Coca-Cola's US product is in the form of fountain sales and 60
percent in bottled sales.
The manufacturing process for most non-soda beverages is usually more complicated than
the mix-carbonate-and-bottle soda process and therefore isn't usually handled by local
bottlers. In most cases, non-soda products are bottled by the manufacturer and distributed
through the same types of channels--wholesalers, distributors, brokers--used by food
manufacturers, although bottlers may also participate. Bottled waters, a rapidly growing
category of beverage, are either bottled at specific springs or made locally from filtered tap
water.
Manufacturers and bottlers typically operate under contracts, called Bottler Agreements
that specify the territory within which the bottler has an exclusive right to make, sell, and
distribute the manufacturer's brand in bottles or cans. Fountain products are often sold
separately through wholesalers, under Distributor Agreements.
Bottle and fountain territories may overlap and bottlers may also be fountain distributors.
Coca-Cola sells products through about 80 local bottlers and 500 fountain wholesalers.

Bottler Agreements usually require that container and packaging materials be bought from
suppliers that are approved by the manufacturer, and that the bottlers not handle competing
products. Agreements also specify the price that the bottler must pay for concentrate. The
manufacturer has no control over the prices the bottler charges customers, and usually isn't
obligated to spend money for marketing or promotions in the bottler's territory. Often,
however, the manufacturer will provide marketing and promotion support. In one year, for
example, Coca-Cola provided about $600 million in marketing support to Coca-Cola
Enterprises, its largest bottler. Many Coke and Pepsi bottlers hold perpetual contracts that
can be terminated only for breach of contract.
The industry depends on technology for developing new products in the labs
and packaging product at the plants. Most bottling plants are highly automated with a
combination of mechanical automation and computerized robotics.

Sales & Marketing:

Beverage manufacturers, bottlers, and wholesalers sell products through a variety of
channels, such as food and convenience stores, restaurants, vending machines, mass
merchandisers, and institutions, including schools and colleges. Soda bottlers typically
own local vending machines. The marketing approach to each of these channels is quite
different and often includes promotional spending. Large manufacturers may also sell
directly to national accounts and usually advertise on national or regional TV and in print.
Manufacturers typically produce a line of brands and often test and introduce new
products into the market through their existing distribution channels.

Target Segment Youth:

The child/youth market is of crucial importance to drinks manufacturers as under-19s
constitute 20-30% of the population in western countries, making them a substantial and
lucrative consumer base. With many life-long consumption habits formed during youth,
gaining high penetration in the children's and teenagers' market is of key importance to
manufacturers with long-term ambitions and growth targets.
Targeting Soft Drinks to Youths enables companies to:

Assess the size of the soft drinks opportunity by age group

Understand children's values and motivations and their impact on the soft drinks
market

Develop incumbent market position through enhanced targeting and promotion

Assess trends in new product development in the children's market over the course
of the past 2 years

Combine business to business executive opinion and local field research

Analysis and Industry Challenges:

In order to survive in this environment, companies must consider the market trends that
will likely shape the industry over the next few years. This will help soft drink companies
to understand the challenges they will encounter and to turn them into opportunities for
process improvement, enhanced flexibility and, ultimately, greater profitability.
Market trends for the soft drink industry can be summarized by six fundamental themes:

Changing consumer beverage preferences, featuring a shift toward health-oriented

wellness drinks

Growing friction between bottlers and manufacturers in the distribution system

Continually increasing retailer strength

Fierce competition

Complex distribution system composed of multiple sales channels

Beverage safety concerns and more-stringent regulations

Consumers turn to wellness and healthy drinks

In much of the developed world, a significant portion of the population is overweight or

obese. This includes two-thirds of Americans and an increasing number of Europeans.
Consequently, many people have started to actively manage their weight and change their

Lifestyles, a shift that is reflected in their choices in the beverage aisles:

Demand has increased for beverages that are perceived to be healthy

Energy drink consumption has also climbed, due to the increasingly active
lifestyles of teenagers

This trend towards healthier drinks has created a number of new categories, and changed
the consumption trends of the beverage industry as a whole. While previously dominated
by carbonated soft drinks, the industry is now more evenly balanced between carbonates,
and product categories with a healthier image, such as bottled water, energy drinks and
juice:

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

Trade
Quantity
price
per
Per crate crate/carton

Trade
price per
bottles/pet

MRP

Retailers
margin per
crate/carton

Margin
profit in
%age

200ml

192

24

24

14.2

300ml
Cane
330ml
350ml
600ml
1.25 ltr
2ltr

264
448

24
20

11
18.75

12
20

24
30

9.09
6.66

378
564
408
531

24
24
12
9

15.75
21.50
34.17
59.11

17
25
37
63

30
36
42
36

7.93
6.9
10.14
7.14

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

Trade
price per
bottles/pet

MRP

Retailer
margin per
crate/carton

Margin
profit in
%age

24
27
30
24
12

8
10.74
13.5
26
46.33

9
12
15
28
50

24
34.02
45
48
44.04

12.5
11.73
11.11
7.69
7.92

Retailer
margin per
crate/carton
45.12
72

Margin
profit in
%age
10.37
13.63

Retailer
margin per
crate/carton
30

Margin
profit in
%age
9.09

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

Trade
price per
bottles/pet
13.75

MRP

20
50

Minute Maid Nimbu Fresh

Stock
keeping
unit
400ml

Trade
price per
crate
330

Quantity
per
crate/carton
24

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
15
10

Retailer
margin per
crate/carton
36
36

Margin
profit in
%age
25
17.09

Kinley Club Soda

Stock
keeping
unit

Trade
price per
crate

Quantity
per
crate/carton

Trade price
per
bottles/pet

MRP

Retailer
margin per
crate/carton

Margin
profit in
%age

300ml

124

24

5.17

20

16.12

500ml

266

24

11.08

13

46.08

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(UttarPradesh).
The Award was presented to the plant team at a glittering function at Palampur by Dr. Ola
Ullsten, former Prime Minister of Sweden.

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. Cocacola 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

PHYSICAL CARATS

DIAMOMD

Those outlets which gives annual sales of more than 800

GOLD

carats.
Those outlets which gives annual sales of 799-500

SILVER

carats.
Those outlets which gives annual sales of 499200

BRONZE

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).

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

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

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

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

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

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

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

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

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.

The area of survey was Varanasi it was concentrated on urban area only.

iii.

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

Authors

Marketing research

:Naresh malhotra

Marketing management

: Philip Kotler

Research methodology

: C.R. Kothari

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