HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED

(Patna)
AN INTERNSHIP REPORT

For the award of the of

PGDM

RAMP (RURAL ACTIVATION AND MARKET PENETRATION)

UNDER GIDANCE OF:

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Mr Aashish Jha(CHANNEL AND KEY ACCOUNT MANAGER ,HCCBPL,BIHAR) AND SUBMITTED TO PROF. ADTI MIDHA

A PROJECT ON

RURAL ACTIVATION AND MARKET PENETRATION AT

HINDUSTAN COCA-COLA BEVERAGES PVT LTD.

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKAJI NEW DELHI IN PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE AWARD OF PGDM
SUBMITTED BY

SUBMITTED TO

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Gaurav Verma
UNDER THE GUIDENCE OF

PROF. ADITI MIDHA

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKAJI NEW DELHI

PREFACE
The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join coca cola- one of the biggest brand in beverages in the world. I achieved lots of experience and confidence over the past eight week which will help me to take the future responsibility on my shoulder.
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During this period, I was given to find out the EFFECTIVENESS OF RAMP (RURAL ACTIVATION AND MARKET PENETRATION ) IN BIHAR AND JHARKHAND. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavor work shall provide the coca cola marketing department, an idea about market condition. Therefore it hoped with all sincerity that this work shall be of definite use to the organization.

ACKNOWLEDGEMENT
Completing a task is never one effort. It is often the result of invaluable contribution of number of individuals in a direct or indirect manner that helps in sharing a marketing success. This project is not the work of an individual, but all the faculty members of JIMS,KALKAJI,NEW DELHI without whose guidance,
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suggestions and constructive ideas, it give a final shape to the project. I express my whole gratitude towards the management of Hindustan Coca Cola Beverages Pvt. Ltd., Patna. for giving me the opportunity to undergo my summer project in a multinational concern of a great report and allowing me to gain invaluable with subsequent exposure to the modern business world. I am very grateful to Mr. ASHISH JHA (CHANNEL AND KEY ACCOUNT MANAGER), MR. PRADEEP PANDEY(AREA OPERATION DEVELOPER) who guided me in my report. I further extend my thanks to all the employees for the appreciation and cooperation given by them to help me in gathering information of the market survey especially rural marketing developer (RMD). Finally I also indebted to my faculty members, parents, friends and family members who have been a constant source of inspiration for whatever I am because of their blessing.

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Contents
Company introduction ...6 History of soft drink in india.......7 History of softdrink in bihar.8 The cocacola patna plant.9 Problem Definition....................................................................................................10 Objective of the Study.............................................................................................10 Scope of the Study...................................................................................................10 Methodology of the Study........................................................................................11 Academic Scope.......................................................................................................11 Management Techniques to be adopted.................................................................11 Functional Areas to be spanned..............................................................................12 Work Plan.................................................................................................................12 Distinguishable stages............................................................................................12 Work involved in each stage...................................................................................12 Target completion dates.........................................................................................14 Summary..................................................................................................................55 Summary

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COMPANY INTRODUCTION

Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and notready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day.

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The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca- Cola Company the worlds premier soft-drink enterprise. From Boston to Beijing,19 from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks. The biz.system of coca-cola in India directly employs approximately 6,000 people, & indirectly creates employment for many more related industries throw our wash procurement, supply and distribution system. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises owned bottling operations. The apart a network of contract packers also mfg. a range of the product for company. On the distribution front, 10 tone trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities,
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ensure that our product available in each corner of the country. The coca cola is responsible for the mfg. distribution & sales of product across the country.

HISTORY OF SOFT DRINK IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all empowering Coca-Cola entered the country to dominate the soft drink market, the history of soft drink in India is quite drinking old. Down the ages, people consume soft drink to give them a refreshing feeling. Gold spot is considered as the first brand of soft drink in India, it was introduced in 1965. Coca- cola at the same time entered the Indian mark t .and dominated the whole market. It faced no though competition from the domestic market. Due to certain circumstances the Coca cola Company discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India) again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with Parle export Pvt. Ltd., The Company was trying its best to regain prestige which it had before. At present only Coca Cola and Pepsi Food are giving tough competition to each other. Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a very good beginning in the Indian market and it hardly faced any competition in India. The marketing people did not even require advertising Coca Cola. This extra-ordinary success of soft drink could be attributed to following factors.
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Later in 1970, it introduced Limca a lemony soft drink. Before limca they had tentatively introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation with Coca-Cola. The Indian drink had a significant opportunity in 1977 when Coca Cola decided to wind up its operation rather than bowing to the government of India insistence of dilution of equity.

HISTORY OF SOFT DRINK IN BIHAR

When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Ltd. of Patna, Bihar on lease for 20 years in 1997 98 started its operation. The first product launched by Hindustan Coca Cola Beverages Pvt. Ltd. of Patna was Coca-cola and after that all the remaining products came in the Bihar market. At present the work force capacity of the Hindustan Coca Cola Beverages Pvt. Ltd. Is 126 including all the departments. The soft drink market in India is quite wide. The production of soft drink in Bihar was stated on 27th with March 1967 with installation of a Coca Cola bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr. Dharma Chad Kumari which was named as Steel city Beverages Pvt. Ltd. The company controlled the lions share in the soft drink market for nearly 10 years. Parle also entered this field in Bihar with the installation of bottling unit in collaboration with Mr. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with the advent of Janta Party Government, it created trouble for Coca Cola which led to withdraw its operation from India. After the withdraw of Coca Cola from India the Parle monopolized
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the soft drink market in Bihar and took a lions share of the beverages product from the industry even after Mc. Dowell pure drinks and local drinks entered into the market. They would not complete with Parle. Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the India market. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th March 1991 owned by Kamani's collaboration with Birla Group which was once the bottling plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario of Bihar also changed dramatically. Coca cola establishes its bottling plant in Jamshedpur (Now in Jharkhand) and Patna to counter its archrival Pepsi. A soft drink is a non-alcoholic beverage. It is artificially flavored and content no fruit juice or pulp. The invent of soft drink is really a classic example of today's marketing theory which says The real marketing spirit of marketing man lies behind the fact of identifying a need, a real need of consumer and providing him the product to fulfil his need.

THE COCA-COLA PATNAs PLANT

Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands marketed by the company. The plant can produce around 24000 cases of soft drinks per day and employees 113 workers to do the same.
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Problem Definition Objective of the Study As stated by the company:

To study the effectiveness of Project RAMP (Rural Activation and Market Penetration) and suggest opportunities to encash RAMP achievements. To identify challenges and solutions to increase the effectiveness of RAMP.

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Essentially, this would cover: To identify the number of outlets present in RAMP markets and GCC codes of these outlets. Studying the growth in RAMP markets and profitability for HCCB. Categorising RAMP markets according to profitability for distributors. Scope of the Study To document all the physical GCC forms received for RAMP areas. To study the level of activation in RAMP markets. To study the growth of RAMP markets v/s non RAMP markets. To study the profitability of distributors of RAMP market. To categorise RAMP markets according to their profitability. Methodology of the Study Scanning all the files of RAMP AMCs to know exact number of GCC forms received. Identifying the GCC gap between received and reported outlets in RAMP markets.
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Visiting 24 RAMP markets to study the level of activation and penetration reached in these areas. Finding out the sale volumes for RAMP markets and analysis of growth in different RAMP areas. Getting an estimate of the costing data of 200 mL RGB and 600 mL PET and suggest the profitability to HCCB. Analyzing the profitability for distributors of RAMP markets. Suggesting key challenges and solutions for RAMP.

Academic Scope

Management Techniques to be adopted Pricing Distribution BCG analysis Marketing effectiveness Market Research Activation effectiveness Product Placement Penetration Effectiveness Distribution Channel
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Functional Areas to be spanned Communication & Negotiation Skills Marketing Management Principle of Management Organizational Behavior Work Plan Distinguishable stages Stage 1: Induction into HCCB Stage 2: Scanning all the GCC forms of RAMP areas. Stage 3: Understanding of gap between actual and reported figures. Stage 4: Market visit to 20 RAMP AMC markets. Stage 5: compilation of results Stage 6: Volumes and profitability analysis of RAMP markets. Stage 7: Final Project Review

Work involved in each stage Stage 1 General Induction about the company Route Ride in Patna.
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 Stage 2 Having a look at the number of physical GCC forms received. Updating the GCC system to incorporate the missing forms. Stage 3 Identifying the gap between actual and reported outlets RMD wise. Parameters to be checked and Dipstick formats for visiting in RAMP markets formed. Stage 4 Visiting 20 RAMP markets. Market Visit to Patna ,Jehanabad , Nalanda , Gaya, Aurangabad, Arwal and Nawada district . Studying and checking the level of activation and penetration in these markets. Stage 5 Compilation of results. Mid review. Stage 6 Volume analysis of RAMP markets and identifying markets in which RAMP has been effective.
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Profitability an BCG analysis from distributor point of view.

Stage 7 Final Project Review to the evaluation panel

Target completion dates The entire internship in HCCB is for 8 weeks and I shall define the timelines for the stages in a weekly format. Sta We ge ek Stag e1 1 Stag e2 2 Stag e3 3 4 Stag and e4 5 Stag e5 6 Stag e6 7 Stag e7 8
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What is RAMP? The main objectives of RAMP were:

1.

Increase Rural penetration by opening new outlets in the Rural Markets serviced thru the AMC network. Reduce the seasonality in the Rural markets by creating Permanent and Activated outlets. Strengthen the AMC network to maximize outlet presence and distribution.

2.

3.

To do so following measures were proposed

1. 2.

Restructure the Distribution to the Rural Market. Restructure the Distributor - AMC Margin to promote redistribution by the AMCs to the maximum outlets.
BEFORE RAMP RAMP AMC

R G B

P E T

R G B

P E T

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Di st Co To ta l

2 4

2 4

4 5

6 6 1 2

3.

Open and Activate Permanent Outlets with Chilled & Warm Availability which are serviced throughout the year. Restructure the Sales Team to focus on development of Rural Market to ensure round the year business.

4.

Effectiveness of RAMP: RAMP consisted these criteria :

Minimum number of total activated outlets to be 20. Increase in GOD investment by AMC to atleast a total of 300 and minimum increase of 100. Investment in mechanized or non mechanized vehicle.

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All these criteria were checked by me to ensure each AMC was meeting all requirements to be categorized as a RAMP AMC. 1)Volume analysis: The following were the results when volumes for months Jan to May 2010(when RAMP was not present) were compared with Jan to May 2011(when RAMP was present) Month Jan Feb Mar Apr May 2010 68538 54849 161209 293304 336072 2011 85154 63752 220596 359721 457383 Growth 24.24% 16.23% 36.84% 22.64% 36.10%

Findings: Growth in all non RAMP AMCs is 1.94% till May 2011. Growth in 404 RAMP markets is 29.83%.So the RAMP markets are growing at a rate which is 15 times higher than non RAMP markets.
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Main objective of RAMP was to reduce seasonality. As we can see growth in Jan and Feb was 24.24% and 16.23% when the other AMCs were contracting. So RAMP seems to have achieved this objective.

A word of caution: Most of the RAMP markets had a very low base and therefore growth is a little overstated. RAMP AMCs were required to increase their investment in GOD to 300.Most agreements came into force during this period and therefore increase in volumes.

Identification of ASM areas where RAMP is effective: ASM Volume 2010 Volume 2011 Growth Growth in RAMP overall Factor growth of RAMP v/s nonRAMP

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Acharya Jyanto chaki

70056 182352

97467 239884 146523 304908 137898 107016 141332

39.13% 31.55%

5.08% 7.88%

7.7 4 4.54 4.9

Moinuddi 104003 n abbasi Prasant kumar Rajesh Singh Shashi B Kumar 225192 144298 97849

40.88% 8.98% 35.40% 7.23% -4.44% -14.33% 3.22 9.37% -10.82% 1.86 57.47% 5.06% 11.35

JK 89752 Choudha ry

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1.

127 out of 404 RAMP markets growing at more than 50% as compared to last year. 78 out of 404 RAMP AMCs growing at between 0 and 50%. Out of 130 that are degrowing,126 out of them are declining at a rate less than other AMCs of same distributor. BCG MATRIX OF RAMP AMC

2.

3.

BCG Analysis for distributors

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2)Seasonality

In the above figure,I have plotted the volume of each month as a percentage of volume of May. The intention is to depict the seasonality of our business. As we can see, RAMP has reduced the seasonality and the slope is less steep as compared to slope before RAMP.This is because we have increased the chilled capacity and activstion in these areas which has reduced the seasonality component.

3)Financials 1. Cost structure before RAMP-

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Before RAMP PE RGB MRP/Bottle Bottles per case MRP/Case Retail Margin Distributor Margin AMC Margin from company AMC Margin from distributor Freight from company Total AMC Margin from HCCB Total AMC Margin Distributor Margin Company Margin VAT 12% COGS Freight Margin if manufactured in Bihar Margin if outsourced SG&A Margin if locally Mfgd Margin if outsourced OPEX and DME Company Margin Company Margin if outsourced Sales 2010
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T 25 24 600 40 18 4 2 3 7 9 16 535 64.2 306 24 164.8 140.8 17 147.8 123.8 22 125.8 101.8 14193 0

9 24 216 26 12 4 2 3 7 9 10 171 20.52 90 28 60.48 32.48 17 43.48 15.48 22 21.48 -6.52 24237 8

Assumption: Details of whether RGB supplied to RAMP AMCs is manufactured or outsourced fluctuates widely.I have assumed all PET is outsourced and all RGB is manufactured in Bihar.

1.

Cost structure for RAMP market

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MRP/Bottle Bottles per case MRP/Case Retail Margin Distributor Margin AMC Margin from company AMC Margin from distributor Freight from company Total AMC Margin from HCCB Total AMC Margin Distributor Margin Company Margin VAT 12% COGS Freight Margin if manufgd in Bihar Margin if outsourced SG&A Margin if locally Mfgd Margin if outsourced OPEX and DME Company Margin Company Margin if outsourced
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After RAMP RGB PET 9 25 24 24 216 600 26 40 12 18 5 4 3 8 12 8 170 20.4 90 28 59.6 31.6 17 42.6 14.6 22 20.6 6 6 3 9 15 12 533 63.96 306 24 163.04 139.04 17 146.04 122.04 22 124.04

-7.4 100.04 31528 7 18452 1

Sales 2011

Company profitabiity: Growth in profitability:

Rs 27722736. 8 27.49%

Rs 35342444

Market Findings ASM Name Acharya Moinuddin Abbasi Prashant Kr Grand Total Total 24 20 31 75

Out of the total 75 RAMP markets that were visited these were the findings. Activation Status: The activation that was supposed to be done in these RAMP markets was checked. It was verified with the RMD and AMC also. The data of what was sent and what had been received at these AMCs was checked. There was a match regarding activation data. So as far as activation is concerned RAMP has been a success. However there are some RAMP markets where no activation has been done.
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These were identified and their activation should be of top concern. AMC Area Dinara Chaugai Kowat Suryapura Nawanagar Tiyara PARWALPUR BANDHUGANJ KANKO PIBIGHA KARPI TELPA HULASGANJ KHIZERSARAI KONCH Jafarpur Dighwara
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ASM Name Acharya Acharya Acharya Acharya Acharya Acharya Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Moinuddin Abbasi Prashant Kr Prashant Kr

RMD Jitendra Jitendra Jitendra Jitendra Pulkit Pulkit AJAY Rajnish Rajnish Rajnish Rajnish Rajnish Rajnish Raj Gaurav Raj Gaurav Sanjay Amrendra

STL H N Jha H N Jha H N Jha H N Jha H N Jha H N Jha SUMIT SATYAM SHATRUGHAN SHATRUGHAN SHATRUGHAN SHATRUGHAN SHATRUGHAN SHATRUGHAN SHATRUGHAN SHATRUGHAN Manish Manish

Penetration Status: One of the criteria for RAMP AMCs is that they must have their own mechanized or non mechanized form of vehicle. While all RAMP AMCs are fulfilling this criteria,some are charging retailers to distribute our products to them.These AMCs were identified. AMC NAME Jagdishpur Dinara Naya Bhojpur BANDHUGANJ Pusha firm Chandi Outlet Status: All RAMP areas must have atleast a total of 20 activated outlets.I asked the AMC to show me 5 outlets which I had randomly chosen from the GCC forms I had received from
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ASM Name Acharya Acharya Acharya Moinuddin Abbasi Prashant Kr Prashant Kr

RMD Jitendra Jitendra Pulkit Rajnish pankaj Ajay kumar

STL H N Jha H N Jha H N Jha SHATRUGHAN Mukesh Vaidya Sumit satyam

that area.In this way veracity of GCC data was checked and outlet status of that RAMP area was also gauged.Also those areas where less than 20 GCC forms were available,the GCC gap was identified and GCC pending from these areas were determined.

4)Identification of profitable RAMP markets: Status: ??(56 Ramp markets) (Volumes are growing but distributor is losing money by servicing these areas) Recommendation: Potential profitable markets. Volumes are increasing but not to the extent that it becomes profitable for distributors. However volumes are increasing and with time and I am expecting these markets would soon become profitable for HCCB and distributors.

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BCG status AMC area Profit %

??

Volum e growth

Adapur-2 Asapur Asarganj Banghara Bangla Barkatta Beliapor Chandan Cherki Chhtarpu r Chiraiya Dulhin Bajar Dumraon
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-6.43% 21.64% -1.46% 28.10% -12.88% 13.26% -1.76% 27.71% -14.17% 11.58% -22.45% -20.96% 0.82% 2.75%

-14.24% 11.49% -13.17% 12.88% -6.73% 21.25% -0.38% 29.50% -3.61% 25.31% -18.62% 5.79%

Status: Dogs(130 Ramp markets) (Volumes have declined and distributors are also losing money serving these areas) Recommendation: A lot of attention needs to be given to these areas.Even though HCCB is making money in these areas distributor is losing money.Hence it is highly possible he might become demotivated and not cater fully to these markets. Therefore attention needs to be given to the distributor.

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BCG Dogs stat us AMC area Pro Volu fit% me grow th 33.0 12.95 4% % 65.0 54.51 1% % 68.9 29.61 3% % 32.2 11.94 6% % 30.5 3% 9.68 %

Abheypur

Agardih

Aliganj

Anara

Anguwali

Asanbani
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54.3 40.68

Status:Stars(220 Ramp markets) In these markets, volumes are growing and distributor is also earning profits by servicing these areas. Recommendation: These areas are growing at a rate faster than other areas of distributor and he is gaining profit also by servicing these areas.We need to make sure our activation and chilling capacity keeps on improving so that we capitalize on these markets.

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BCG status AMC area Adapur -1 Akbarpur Akhorigola Amarpur Bada Bazar Bagodar Baisee Bajidpur Balia Baniadih Bano Barahat 37 | P a g e Profit % 6.50% 49.31% 155.48 % 153.08 % 5.46% 105.05 % 71.69% 7.09% 203.31 % 3.04% 89.98% 120.10

Stars

Volume growth 38.45% 94.10% 232.13 % 229.00 % 37.10% 166.56 % 123.20 % 39.22% 294.30 % 33.95% 146.98 % 186.13

3)Identification of profitable AMCs ASM wise: ASM Acharya Jyanto chaki Moinuddin abbasi Prasant kumar Rajesh Singh Shashi B Kumar Count of ?? 5 19 4 11 6 7

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ASM Acharya ASM Jyanto chaki Moinuddin Acharya abbasi chaki Jyanto Prasant kumar Moinuddin Rajesh Singh abbasi Shashi B Prasant kumar Kumar Singh Rajesh J k Chowdhary Shashi B Grand Total Kumar Ujjawal pratab Grand Total status:

Count of Stars 13 All Ramps42 27 24 76 48 46 33 22 78 85 30 53 215 41 403 GCC 4)

ASM Acharya Jyanto chaki Moinuddi n abbasi Prasant kumar Rajesh Singh Shashi B Kumar Ujjawal pratab Grand Total

Count of Dogs 6 15 15 19 46 24 7 132

GCC Data Dump Ramp found in the files Number of repeats Ramp Outlets in
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45687 4465 369 3525

Dump Entries made in GCC dump GCC reported GCC forms collected Total GCC forms Average GCC/RAMP 940 12359 2947 7412 18

RMD Name

GCC Report ed 153 404 292 293 540 379 742

Final GCC 90 227 151 165 330 141 551

Ajay Ajay Singh Amrendra Amresh Ashok Kumar Harender Jitendra

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Kundan Manish (Jsr) Mihir Kanti Ghosh Mukesh Panchu Pankaj Parvez Praveen Rahul Raj Gaurav Rajeev Rajnish Ranjit Ravi Ravi Ranjan Rishi kant Saket Saket Kumar
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144 351 359 398 388 186 461 227 510 217 217 342 375 408 636 453 152 291

89 138 225 198 213 93 461 227 343 217 217 114 107 369 328 210 61 178

Sanjay Santosh Subrato dey Sudhir Pandey Sunil Vacant Vishal

328 516 399 91 245 294 247

118 321 221 67 165 189 156

5)Challenges and solutions: Ensure all outlets are entered in GCC system. Ensure RAMP AMCs which are yet to be activated are allocated their budget. Ensure proper PJP development of RMDs and STLs and that it is followed. Recognize and remove outlets which are no longer existing Chilling capacity in 31 out of 75 Ramp AMCs not appropriate. Proper budget allocation with a preference for OYAs. Ensure distributors maintain a record of distribution to RAMP AMCs so that they can be held accountable.
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 Audit system or checks to ensure RAMP AMCs are properly distributing to retailers. Parameter form used during market visit AMC Name: Achiev Targ ed et 200 9 201 0 201 1 ASM Name STL Name RMD Name
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STL

RMD

AMC

Distribu tor

Outlets Existing Outlets HE GCC Forms Existing(receive d) New outlet(received) Balance left GOD Before RAMP After RAMP HE CC OYA OC Ice Boxes/Warm
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Boxes Vehicle Capacity(Case s) Less than 30(Thela) 30-60(Piaggio) 60-120(Tata Ace) 120-250(Tata 407) 250-550(Truck) Capacity Fulfilled Capacity Needed Closing Stock with AMC Stock Norms(Min 7
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days) Activation Flex Board Wall Painting Tin Plate Tin Board

Dipstick form for retailers during market visit.

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Dipst ick AMC Area: AMC Name: Outlet Name: Exist ing HE Type of outlet: <1 1-2 year years How long have you been selling Coke? Ice boxes/ Warm Box Tru Sel ck f 2-3 >3 yea ye rs ars

CC Chilling Thel a Coke Vehicle:

OYA Piag gio

OC

Tata Tata Ace 407 Tin Board

Flex Wall Tin Boar Paint Plat d ing e Activation <3 <5 days days
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>5d ays

Stock

Summary Parameter GCC Activation Penetration GOD CC OC OYA RAMP 7412 351 394* 146944 741 5658 1513 Increase in GOD per outlet 147 10% 69.59% 20.41%

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