Coca Cola NAGAR

RESEARCH REPORT
ON
“IMPACT OF RED OUTLET ACTIVATION ON THE SALE
OF COKE PRODUCT (KINLEY WATER)”
For
COCA COLA PVT. LMT.
DASNA MASUORI
Summer Training Project Report Submitted Towards Partial Fulfillment

Of Master Of Business Administration
Submitted To: Submitted by:

Mr. ALOK AGRAWAL (A.S.M) SHIVKUMAR NAGAR
GHAZIABAD ROLL NO- 0713270050
MBA FINAL
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Preface
To become a successful management professional we should have theoretical as
well practical knowledge of management. During the first year of management
course, I have acquired theoretical knowledge by attending MBA classes, seminars,
business quiz, etc. But there was no chance of industrial exposure. Two months of
summer training in the company has given me an opportunity to apply my
theoretical knowledge and make strategies on real life situation of an organization.
Today’s industries are very much competitive in nature due to globalization and
the internal economic boost up, there are lots of new player in the market to
pose threat to existing companies. So the companies of today’s era believe in
smart work rather than hard work. Every time it needs fresh ideas and prompt
decision making abilities from the management professionals. So this is a challenge
for me.
During the project work in the COCA COLA PVT. LTD. DASNA MASUORI. I met
some of the Retailers I interacted with them and also built a good relationship
which helped me to get useful valuable information regarding my survey. The
task provided me with a lot of learning experience of the real life situations.
This project has given me a platform from where I can start my career as a
management professional. I have gained a lot of confidence from this project.
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Acknowledgement
Executing any difficult task become more difficult if the efforts are not properly
channeled in the right direction. I am indebted to various people who have helped
me to successfully complete the project. I would like to thank to everyone who
had helped or can say contributed to this project.
First and foremost, I would like to place in record my gratitude to Mr. Gourav
Chaturvedi, General Manager, Crystal Springs Pvt. Ltd., for providing me the
opportunity to complete this project in this reputed and esteemed organization.
I also acknowledge my debt to Mr. Alok agrwal, A.S.M coca cola Pvt. Ltd. dasna
masuori who had been my project guide. I also take this opportunity to thank Mr.
SUSHANT TIWARI (SALES EXUCTIVE), coca cola pvt. Ltd. dasna masuori., He
constantly gave me valuable advice to get on with the project.
I also indebted to all the dealers and the distributors and their dealers and the
executives of all the direct and the indirect route who had honestly responded to
all the questions I had during the survey. It was the most important part as it
helped me to derive the correct conclusions.
For any structure to stand upright, the base has to be strong, and my base laid
down by the management department of GNIT. Greater Noida
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Executive Summary
Supply Chain Management has become an important part of the FMCG product. The message and
the product need to be forwarded with great accuracy and efficiency at each stage of SCM. The strategies are made at
corporate level and it has to be incorporated down the line with equal participation at all the functional and operational level of
an organization.
Coca cola is one of the leading cola brand in the world with large
scale distribution and consumption across India. I was given the opportunity to do a
project to find out “Impact of RED outlet activation programme on the sale of the coke
product with special emphasis on Kinley water in the vijay nagar market” by Mr.
Gourav Chaturvedi, (G.M.) COCA COLA PVT. LTD. DASNA MASUORI.in my summer
training.
At first I was made aware of the entire RED program and the
distribution process of direct and indirect route channels and services provided by the
company. The project demanded a survey of the market.
The purpose of the project is to find out the performance of the RED outlets. What has been the
impact on the sale after RED activation? Has the sale of Coca-Cola products increased or not, whether or not the
Kinley water is getting prominence in the RED outlet? And to answer various such questions such
as the outlet deserved to be a RED outlet or not ? what was the attitude of the retailer towards the RED
campaign ? Whether the retailer is aware of his RED outlet or not ? What counter scheme is the retailer receiving
from the Pepsi if any ? What other packaged water brands are selling in the outlet ? Etc.
For this purpose detailed survey was carried out for the direct and the indirect route with
the route agents and the executives and the distributors for their respective RED outlets. Thereby the loopholes in
the system was identified if there was any and measures were suggested for the betterment of the whole process.
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CONTENTS
CONTENTS PAGE
INTRODUCTION 7
1.1 BACKGROUND OF THE ORGANIZATION 8

1.2 PRODUCT PROFILE OF COMPANY 12
1.3 HISTORY OF SOFT DRINKS 14
1.4 SOFT DRINK MARKET IN INDIAN SCENARIO 16
1.5 COMPANY PROFILE 19
1.6 ORGANIZATION STRUCTURE 21
1.7 ROUTE OPERATION OF KINLEY 23
1.8 OBJECTIVE OF THE PROJECT 27
1.9 RESEARCH METHODOLOGY 28
1.10 DESIGN OF QUESTIONNAIRE 31
1.11 SAMPLE AND RESEARCH DESIGN 34
1.12 SOME COMMON TERMS IN COCA COLA SYSTEM 36
THE RED OUTLET ACTIVATION
PROGRAMME 38
2.1 WHAT IS RED 39
2.2 SEGMENTATION MODEL 41
2.3 BRAND ORDER NORM 43
2.4 CHANNEL WISE NORMS 44
2.5 VISI-COOLER 53
2.6 RED SCORE TRACKING 55
2.7 MARKET DEVELOPER 58
2.8 PITA MODEL OF PROFIT 61
RESEARCH FINDING AND ANALYSIS 63
3.1 FINDINGS 64
3.2 COMPARATIVE ANALYSES 91
3.3 CHARTS AND INFERENCES 95
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CONTENTS PAGE
SWOT ANALYSES 101
4.1 SWOT ANALYSIS 102
RECOMMENDATIONS 104
5.1 RECOMMENDATION 105
LIMITATIONS 107
6.1 LIMITATIONS 108
CONCLUSION 109
7.1 CONCLUSION 110
QUESTIONNAIRE 112
8.1 QUESTIONNAIRE 113
REFERENCES & APPENDIX 114
9.1 BIBLIOGRAPHY 115

9.2 APPENDIX 116
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INTRODUCTION
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1.1 Background Of The Organization
The Coca Cola Company is the world’s largest beverage company and is the leading
producer and marketer of soft drinks. Along with Coca Cola, recognized as the world’s
best-known brand, the company markets four of the world’s best known brands,
including Diet Coke, Fanta and Sprite. Through the world’s largest distribution system,
consumers in nearly 200 countries enjoy the company’s products at a rate of 1 billion
servings per day.
The Coca Cola Company exists to benefit and refresh everyone who is touched by the
business. Coca Cola was founded in May 8th, 1886 by Dr. John S. Pemberton in Atlanta,
Georgia. The name Coca Cola was suggested by Dr. Pemberton’s bookkeeper, Franc
Robinson. He penned the name Coca Cola in the flowing script that is famous today and
is known as the Spenserian script. Coca Cola was first sold at a soda fountain in Jacob's
Pharmacy, in Atlanta by Willis Venable. During the first year, sales of Coca Cola
averaged nine drinks a day, adding up to total sales for that year of $50. Since the year's
expenses were just over $70, Dr. Pemberton took a loss. The Coca Cola Company was
formally created in 1893 when Coca Cola was registered as a trademark.
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Today the company is the leading manufacturer, marketer and distributor of nonalcoholic
beverage concentrates and syrups, used to produce more than 250 beverage brands all
across the world which is asking for beverages that span the entire spectrum of tastes and
occasions. What people want in a beverage is a reflection of which they are, where they
live, how they work and play, and how they relax and recharge. Whether a student in
United States enjoying a refreshing Coca Cola, a woman in Italy taking a tea break, a
child in Peru asking for a juice drink, or a couple in Korea buying packaged drinking
water after a run together, everywhere Coca Cola is there for you. In its course of people
connect all across the world, the company has created
One the most remarkable highlights in the history of marketing and advertising. The
greatest is perhaps the creation of Santa Clause originally created by Haddon Sandblom
in a special Christmas commercial for The Coca Cola Company.
One the most remarkable highlights in the history of marketing and advertising. The
greatest is perhaps the creation of Santa Clause originally created by Haddon Sandblom
in a special Christmas commercial for The Coca Cola Company.
Coca Cola is determined not only to make great drinks, but also to contribute to
communities around the world through to education, health, wellness and diversity. The
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company takes the noble onus to support and sponsor welfare activities all across the
world. The company has an earnest obligation in environmental welfare. In fact the
company runs a formal wing known as “Coca Cola eKosystem” dedicated to Protect,
Preserve and Enhance the Environment in which the company operates. The Coca Cola
Company had been a great patronage for sports events all across the world. From
roadside events to the Olympics, Coca Cola has touched the heart of every sports lover.
The Hindustan Coca-Cola Beverages Pvt. Ltd. is a subsidiary of The Coca-Cola
Company in India. The Coca-Cola Company, which left India in 1977 when it was asked
to reduce foreign equity, came back on October 23, 1993 and acquired the Parle, owned
plant Kejriwal Beverages Pvt. Ltd. in Mehdigunj. Thereafter, the company has invested
more than US $ 1 billion in this country, to set up a huge production and distribution
system which consists of 44 bottling plants, a chain of 29 packers, more than 7000
people, and more than 700,000 retail outlets. In India the company produces and markets
about 12 brands. In the bottled soft drinks section it markets
Thums Up, Coca Cola, Sprite, Limca, Maaza, Fanta and Vanilla Coke along with Kinley
bottled Soda and Diet Coke. In the packaged drinking water segment it produces and
markets Kinley. In the hot beverage segment it has a national presence with Georgia Tea
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& Coffee. It also has a rich history of product archive with products like Citra. In India
the company also marketed Schweppes and Crush.
The company also puts in a conscious effort in welfare of the community. It is involved
in various welfare activities, from education for the underprivileged children to
ambulance services for the needy. The company has been closely related and a great
patron for sports events in India, the sponsorship of the “Olympic Torch Relay” in India
is the latest testimony. Recently the company has taken a decision of investing another
US $ 100 million in the country.
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1.1 Product Profile of the Company
There are eight brands of Coca-Cola named as follows:
 Thums Up
 Coke
 Sprite
 Fanta
 Limca
 Maaza
 Kinley Soda
 Kinley Water
These eight brands differ in taste, flavor and also in their colors:
Coke:-
Coke is considered to be a cola drink. It is preferred by all sections but
especially to Teen-agers. It is a big source of company to cash its publicity.
Sprite:-
Sprite is considered to be lemony in taste and whitish in color. It has
to yield good sales revenue. It gives competition to Pepsi, a great product of Coca-Cola.
Fanta:-
Fanta is considered to be orange in taste, and comes under the
category of juice. It is generally preferred by children and women.
Limca:-
Limca is considered to be lemony in taste. It is generally
preferred by children and women.
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Maaza:-
Maaza is considered to be mango in taste. It is a non-aerated soft drink. It is
generally preferred by children and women.
Kinley Soda:-
This is a soda drink. It has no color and no flavor. It is
generally used with alcohol and used by adults.
Kinley Water:-
It is clean and fresh water. Kinley water is a mineral water and
generally preferred by every person.
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1.3 History of Soft Drinks
The history of soft drinks began with the end of the last century. Its history dates
back to the civil war in USA in 1860. At the time people were suffering from many
diseased.
Problem at that time was how to cure all these disease since no remedy was present
at that time. It was a big question for American people. So in 1885 Mr. Jihn
Palmwartion, who lived in Antonica, made a drink and registered it as FRENCH WINE
COLA. In the beginning the drink was made with mixture of cocaine and alcohol but
later on it was converted and changed into a soft drink. Now it is named as Coca-Cola. A
new brand named Pepsi-Cola came in the year 1887.
Around 1984 the first branded soft drink came in the Indian market. This soft drink
was named as “Gold Spot”. Parle Exports Pvt. Ltd. was the first Indian Company to
introduce a lemon soft drink, this drink was known as “Limca” and it was introduced in
1970s. However, before this drink had introduced” Cola Pepino” which was withdrew in
face of tough competition.
In the year 1977 Coca-Cola left Indian market and this brought in an opportunity
for various Indian companies to show their caliber. At this time a new soft drink was
introduced by Parle Products and this was names as “Thums-Up”.
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This was a Coca-Cola drink which had a burnt sugar colour. This drink was
introduced with a mighty “Happy Days Are Here Again”. There was another company
named Pure Drinks which introduced the soft drink named “Campa Cola” along with
orange and lemon flavour.
Just after this many more companies entered the Indian soft drink market. A soft drink
named “Double-7” had been introduced by a company Modern Bakers. Another
company, Mohan Meakins also came with a soft drink named “Marry & Puck-Up”.
Mcdowell came with “Thrill, Rush, Sprit”.
Previously there was no competition in the Indian soft drink market but with all these
companies coming in the Indian market a huge competition was taking place with high
voltage advertisement. But in the year 1988 Pepsi-Cola was given permission to sell its
soft drinks in the Indian market by the Government of India. Coca-Coal also came back
in 1993.
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1.4 Soft Drink Market In Indian Scenario
Indian soft drink industry is witnessing a boom time. Its growth rate is around 30%.
With such a high growth rate, volume could reach billion crates within 10 years. Two
major multinational companies are fighting to grab a major chunk of business from
Indian markets. These are Pepsi-Cola & Coca-Cola. Both of these companies have seen
an enormous potential in this country. Consequently, by world standard, Indian per capita
consumption of soft drinks is still very low. Therefore these soft drinks grants feel that
capita consumption can only grow up. Soft drink industry has already seen an estimated
sale of around 200 million cases in 1997(1 case = 24 bottles) which is 30 million crates
higher than last year’s sale 170 million in 1996. The main reason for such a high growth
rate is heightened competition between Pepsi-Cola & Coca-Cola, being a new entrant is
far behind.
India is actually more vivid in taste and preference than any other country market.
Delhi jar instance, accounts for about 20% of total soft drinks consumption in terms of
sales. There are about 4,50,000 soft drink retailers in India and their number is
increasing day by day. This actually means that there is just one soft drink retailer on a
population of 32,000 approximately which is far below the international standard. Where
as Philippines has one soft drink retail counter over a population of 150 people i.e.
4,50,000 outlets on a population of 60 million.
The Indian Cola Scenario
The cola market in India is dominated by two global players Pepsi-Cola and
Coca-Cola. Pepsi entered the Indian market in 1993.
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World wide beverage business is bright and Pepsi’s life, its only business. Deep
blue Pepsi, is broad based food and beverage company deriving more than 60% of its
sales and operating profits from its snacks food and restaurants business.
Both Pepsi foods and Coca-Coal India have hit upon same strategy create
awareness by increasing noise levels reduce prices to incuse trials and later increase price
once consumer trials have begun.
Pepsi-Cola has taken the more capital intensive route of owning and running its
own bottling plants (Company Operated Bottling Operations or COBO), alongside those
of its franchisees.
Coca-Cola is mainly franchisee driven operations with the company supplying its
soft drink concentrate (that sector portion) to its bottles around the world (Franchisee
Operated/Owned Bottling Operations or FOBO).
PEPSI-COLA:- India figures amongst the top three focus countries on Pepsi’s horizon
sharing the honors with China and Russia.
The Indian PepsiCo has pumped in Rs. 300 crore would be investing
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the similar amount of money in near future.
In 1994, Pepsi bought over Dukes in Bombay, which was bought
over lock, stock and brand, Rs. 45 crore, COBO account for half of Pepsi’s total soft
drink sales.
Pepsi-Cola has single mindedly focused on brand Pepsi and has become virtually a one
brand company.
COCA-COLA:- Coca-Cola re-entered in India after 17 years in 1993.
By striking a $40m deal with Parle it got an instant access to the
vast Indian soft drink market.
Coca-Cola is having a multi brand strategy and is looking for a
great volume opportunity in India.
Coca-Cola spending on advertisement and recently sponsored the
Wills World Cup cricket series.
Coca-Cola is about to invest Rs. 2,400 crores for setting up two
subsidiaries in India. Within its classic Coca-Cola speak ‘focus, focus, focus and stem
roll ahead’.
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1.5 COMPANY PROFILE
Water, a thirst quencher that refreshes, a life giving force that washes all the
toxins away. A ritual purifier that cleanses, purifies, transforms. Water the most basic
need of life, the very sustenance of life, a celebration of life itself.
The importance of water can never be understated. Particularly in nation like India
where water governs the life of the millions, be it a part of everyday rituals or
as a monsoon which gives life to the sub-continent.
Kinley water understands the value and importance of this life giving force.
Kinley water thus promises water that is as pure as it is meant to be. Water you
can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola company.
That is why it introduced Kinley with reverse-osmosis along with the latest
technology to ensure the purity of our product. That is why we go through
rigorous testing procedures at each and every location where kinley is produced.
Because it believes that right to pure, safe drinking water is fundamental. A
universal need that can not be left to chance.
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Kinley water – Boond Boond Mein Vishwaas!
Milestones
2000: Kinley water is nationally launched in India.
2001: Kinley water is launched in Vijay nagar market.
2003: Kinley water becomes the largest selling retail pack in India
Why Packaged Drinking Water Works in the Market!

 Population Explosion
 Growing Economy
 Aquifer Depletion
 Water Pollution
 Increased Health Consciousness
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1.6 ORGANIZATION STRUCTURE
DIRECTOR HEMANT KUMAR GOENKA
GENERAL MANAGERE
GOURAV CHUTRAVADI
PRODUCTION ADMINISTRATION ACCOUNT SALES
MAINTENANCE QUALITY CONTROL JAR RETAIL
PRODUCTION
SALES MANAGER
TREATMENT PACKAGING
PLANT
SALES MANAGER
FILLING
BLOWING
DIRECT ROUTE INDIRECT ROUTE
EXECUTIVES EXECUTIVES EXECUTIVES EXECUTIVES
ROUTE AGENT ROUTE AGENT DISTRIBUTORS DISTRIBUTORS
RETAILER RETAILER RETAILER RETAILER
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1.7 ROUTE OPERATION FOR KINLEY
The distribution system of the organization COCA COLA PVT. LTD. DASNA
MASUORI. is designed in such way that, so that it covers the maximum route or
the part of Calcutta by the company’s vehicle under the DIRECT ROUTE and
those part which are not possible to be covered by the company’s vehicle it is
organized under the IDIRECT ROUTE. The Indirect Route are mostly those part
of Calcutta where the company’s vehicle cannot make its way. As the route
riding is done by the big 407 TATA trucks which cannot move into the
congested roads and lanes of interior Ghaziabad. The company also supply’s water
to outer part Ghaziabad which is covered under the DIRECT ROUTE.
For each vehicle to move in the city the company has a proper route design, as
each route is divided into three parts Part A, Part B and the Part C, which is
headed by a route agent and He covers the each part on a single day of the
week thus in a week he gets a chance to cover his whole route twice and He
thus gets a rest day for a week
And to look after the working of the Route Executives company has appointed
the Route Executives who looks after the Route Agents, normally there are more
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than two Route Agents under the Executives depending upon the area they cover
and under what category they fall. As there are assigned different Executives to
look after different types of area and retailers. The company has divided its
retailers or the customers in the following way.
1. DIRECT ROUTE
 GENERAL DEALER
 SIGNAGE DEALER
 INSTITUTONS
 MODERN TRADE
2. INDIRECT ROUTE
CITY DISTRIBUTORS
DISTRICT DISTRIBUTORS
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1.8 OBJECTIVE OF THE PROJECT
The purpose of the project is to find out the performance of the RED outlets.
What has been the impact on the sale after RED activation? Has the sale of
Coca-Cola products increased or not whether or not the Kinley water is getting
prominence in the RED outlet or not? And to answer various such questions such
as the outlet deserved to be a RED outlet or not ? what was the attitude of the
retailer towards the RED campaign ? Whether the retailer is aware of his RED
outlet or not ? What counter scheme is the retailer receiving from the Pepsi if
any ? Is Kinley getting prominence in the outlet or not? What other packaged water
brands are selling in the outlet ? Etc.
For this purpose detailed survey was carried out for the direct and the indirect
route with the route agents and the executives and the distributors for their
respective RED outlets. Thereby the loopholes in the system was identified if
there was any and measures were suggested for the betterment of the whole
process and success of the RED campaign.
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1.9 The Research Methodology
Research methodology is a way to systematically solve the research problem
involving a study of various steps that are generally adopted by a researcher in studying
his research problem.
THIS INCLUDES:-
 Defending the research problem
 Research design.
 Method of data collection.
 Analysis & Interpretation.
DEFINING THE RESEARCH PROBLEM: -
Problem under the study
was to find out about the RED outlet activation program of Coca Cola whether it helping
in increasing the sale of Coke products in Vijay nagar region.
SAMPLING DESIGN:-
The problem under study is related to a program so it
was necessary for me to collect the accurate data so no samples were taken instead of that
we tried to collect information from the whole population i.e. each shop was visited
personally which were registered under the scheme.
The population under research includes whole vijay nagar
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region which are divided into various sectors.
RESEARCH DESIGN:-
An overall “Rigid” descriptive research design
has been used focusing attention on:
 Formulation of objectives of the study.
 Designing methods for the data collection.
 Selecting the sample size.
 Collecting the data.
 Processing and Analysis of data.
 Reporting the finding.
METHOD OF DATA COLLECTION:-
 Primary Source Of Data Collection:
 Collection of data by means of well framed questionnaire.
 Direct interaction with the retailers.
 Direct interaction with dealers and distributors.
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 Secondary Source Of Data Collection:
 Catalogues of company are studied in order to have a complete knowledge
about the different brands available in the market.
 Different magazines and news papers are studied to collect the information
about present scenario of cold drink market.
 Download the information available on the web-site of the companies.
 The information is also obtained from the previous report of the
companies.
CASE AND TOOLS:-
Applying the relevant statistical tools did the analysis and
interpretation of the findings.
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1.10 DESIGN OF QUESTIONNAIRE
QUESTIONNAIRE:
A questionnaire, whether it is called a schedule, interview form, or
measuring instrument, is a formalized set of questions for obtaining
information from the respondents. Typically a questionnaire is one element
in data collection package that might also include 1. field work procedure,
such as instrument for selecting, approaching and questioning respondents.
2. Some reward gift, or payment offered to respondents.
Any questionnaire has three main objectives
 It must translate the information needed into a set of specific
question that the respondent can and will answer and that will yield
the desired information
 A questionnaire must uplift, motivate and encourage the respondent
to become involved in the interview, to co-operate and complete the
interview. In designing questionnaire we need to minimize the
respondent fatigue and boredom. A well designed questionnaire can
motivate the respondent and increase the response rate
 A questionnaire should minimize he response error.
QUESTIONNAIRE DESIGN PROCESS:
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The great weakness in the questionnaire design is lack of theory. Because there
are no scientific principles that guarantee an optimal or ideal questionnaire,
questionnaire design skill is acquired through experience.
For a good questionnaire we must remember the following points.
 Specify the type of interviewing method.
 Determine the content of individual questions
 Design the question to overcome the respondents inability and
unwillingness to answer
 Decide the question structure
 Determine the question wording
 Arrange the questions in proper order
 Identify the form and layout
 Reproduce the questionnaire
 Pretest the questionnaire
QUESTIONNAIRE:
1 NAME OF THE OUTLET : DATE :

2 ADDRESS OF THE OUTLET :
3 TYPE OF THE OUTLET :
4 ROUTE NO : NAME OF R. A. :
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OBSERVATIONS
1 DOES THE OULET DESERVED TO BE RED OUTLET? Y/N
2 APPEARANCE OF THE OUTLET. FRONT. EXCELLENT/ V.GOOD/ GOOD/ FAIR/ POOR
3 APPEARANCE OF THE OUTLET. INSIDE. EXCELLENT/ V.GOOD/ GOOD/ FAIR/ POOR
4 MERCHANDISING ELEMENTS ON DISPLAY.
DISPLAY RACK/ FLANGE/ DPS/GLOWSIGN
COOLER BRAND ORDERS
5 COOLER PURITY. Y/N COOLER PRIME LOCATION. Y/N NORMS. Y/N
6 RACK PURITY. Y/N RACK PRIME LOCATION. Y/N RACK BRAND ORDER NORMS. Y/N
QUESTIONNAIRE ON THE RED CAMPAIGN

1 DOES THE RETAILER KNOW THAT HIS OUTLET IS A RED OUTLET? Y/N
2 HOW LONG THE RETAILER HAS BEEN A PART OF THE RED CAMPAIGN IN MONTH : [ 1 ] [ 2 ] [ 3 ] [ 4 ]
3 DOES THE M.D. VISIT ON SCHEDULE DAY? Y/N
4 ATTITUDE OF THE RETAILER TOWARDS RED CAMPAIGN. FAVORABLE/ UNFAVORABLE/ INDIFFERENT
5 HAS THE SALE INCREASED AFTER RED OUTLET ACTIVATION? Y/N
6 HAS PEPSI OFFERED ANY COUNTER SCHEME TO THE OUTLET? Y/N
7 COMMITMENT OF THE ROUTE AGENT TOWARDS RED CAMPAIGN.
EXCELLENT/ VERY GOOD/ GOOD/ FAIR/ POOR
OBSERVATIONS ON KINLEY
1 IS KINLEY GETTING PROMINENCE?
VISICOOLER Y/N RACK Y/N DISPLAY Y/N
2 OTHER COMPETING WATER BRANDS AVAILABLE.
BISLERI/ AQUAFINA/ KINGFISHER/ OTHER( )
3 ABUSE OF THE ASSETS.
BISLERI AQUAFINA KINGFISHER OTHERS ( )

VISICOOLER
RACK
DISPLAY
Research Design
Situation Analysis Preliminary

Research Investigation
Objectives
Sampling Plan Research

Instrument
Research
Data Analysis
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Content
Data
Application
Collection
Method Report
Recommendation
DataPresentation
Source
Innovation Design Follow-up
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Some Common Terms in the Coca-Cola System
RGB (Returnable Glass Bottles):- The term RGB is commonly known as 300 ml bottle.
AVAILABILITY: - The term used to designate the pressure of product and or package
in an outlet (50% availability means that a particular item is available for purchase in
one-half of the total business location that normally stock that particular and/or package
type).
BEVERAGE SELECTION: - A special showing area for beverage in a retail stores.
BOTTLE:-The main business partner in the Coke systems responsible for manufacturing
sales, distribution and merchandising of Coke products. The term refers to the entire
bottling organization.
CAN: - A still of aluminum container in which beverages are packed for sale at retail.
CASE:-A durable box usually made of plastic or cardboard used to contain bottles or
cans of beverages.
CONSUMER: - Someone who drinks, or consumes the product. Consumers are critical
to the success of the Pepsi Company.
CUSTOMER: - A retailer or dealer who sells or serves the product directly to
consumers. Customers are critical to the success of the Pepsi Company.
COOLER: - An ice box or mechanically refrigerated unit from which the consumers
may obtain cool bottles or cans.
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CROWN: - The still closure which seals a bottle.
DISPLAY EQUIPMENT: - Normally refers to a track made by bottlers to consumers
for the display of our products and packages.
DISTRIBUTION: - Getting product to include sales, delivery and merchandising and
local account management.
FOUNTAIN: - A system where product is dispensed cools into glasses for immediate
refreshing to consumers premix and post mix.
PET: - Polyethylene Terephthelate plastic used to make bottles.
PLANNED CALL: - A series of steps for sales representative to follow, to ensure that
customer needs are concisely.
POINT TO DRINK MARKET: - Refers to the way from home or premise mariners
where consumers buy Coke beverages for immediate consumption.
ROUTE:-The sequence of route salesperson follows in servicing those accounts assigned
to him. The term generally implies the physical route itself and all business location
thereon.
WHOLE SELLER:-A business entity, which buys products from producers or
manufacturers primarily for resale to retail business. Some bottlers use whole seller to
reach certain retail markets.
33
THE RED
ACTIVATION
PROGRAMME
34
2.1 What is RED?
RED (Right Execution Daily) is a tool to measure sales team distributors
performance in the outlets with respect to all parameters of execution
 RED lays down standards for Visi-coolers, Brand Norms and in-outlet
activation elements
 It lays down specific norms and in-outlet brand execution
 It tracks Brands and Brand Pack Penetration in outlets
 It allows development for short, mid and long term execution strategies,
tactics and action plans
 Due to audit characteristics of RED, each brand can be measured against
its specific execution goals, and can be precisely monitored
35
RED Measures Compliance to Picture of Success
RED (Right Execution Daily) measures execution compliances against Picture Of

Success(POS)
Cooler
Specification
RED
Right Execution
Daily
Activation Availability
Elements Brand Packs and
Order
36
2.2 SEGMENTATION MODEL
The market can be segmented along 2 lines-outlet volume, and channel

cluster
CHANNEL CLUSTER
Similar grouping of outlet basis

format & shopper occasion
Grocery
E & D
Classifying outlets basis
Convenience volume per outlet
OUTLET
LOW VOLUM
B S G D E
MEDIUM R I O I
O L L A
HIGH N V D M
Z E O
E R N
D
Segmenting consumer on basis of
LOCALITY INCOME income
37
VPO (Annual) phy c/s
OUTLET CLASSIFICATIO VPO SLAB (c/s)
DIAMOND >800
GOLD 500-799
SILVER 200-499
BRONZE <200
GROCERY: Outlets primarily engaged in retailing of food and various household
items. It includes grocers (outlets dealing mainly in grains, provisions, spices,
edible oils, vanaspati etc) and General Stores (outlets selling items of day-to-day
requirements & stocking a variety of branded products)
EATING & DRINKING: Outlet selling items to eat which are cooked within
outlet, made at the outlet with the possibility of consuming those products within
the outlet. The outlet has a place to sit. It includes QSR’s / Bakery / Mithai stores /
Restaurants / Bars / Juice centers / Soft drink shops / Ice cream parlors / Tea Shops / Café
etc.
CONVENIENCE: Includes outlets which are small stores or shops, generally
accessible locally. These are often located alongside busy roads. It includes chemists /
STD Booths / Pan-Beedi Shops etc.
38
2.3 Brand Order Norms as per
RED standards
COLOJK
Most selling cola, 2nd cola, Most selling Lime, 2nd Lime, Orange, Juice, Kinley
Brand Order and Norms (as per Picture of Success)
 Cola implies “ lead Cola” can be either KO or TU
 Lime implies “lead Lime” can be either Limca or Sprite
 3 Flavors can be amongst the 2nd cola, Limca, Sprit or Fanta
39
2.4
CHANNEL-WISE
NORMS
AND
PICTURE OF SUCCESS
40
GROCERY
Brand Order [CoLOJK]:
RED BRAND PACK NORMS

PACK/CATEGORY DIAMOND GOLD SILVER
Can NA NA NA
RGB-CSD NA NA Cola + 2
RGB-Maaza NA NA Maaza 250ml
Mobile-CSD Cola + 3 Cola + 2 Cola + 1
Mobile-Maaza Maaza 600ml Maaza 600ml Maaza 600ML
Large PET-CSD Cola + 3 Cola + 1 Cola + 1
Large PET Maaza Maaza 1.2ltr Maaza 1.2 ltr Maaza 1.2ltr
TP-Maaza NA NA NA
Brand Order [CoLoJK] For Visi-Coolers: RGB, MOBILE
Cooler Standards
20 Caser RGB-CSD : TU COKE SP LI FA MA

D
MOBILE : TU COKE SP LI FA MA
I
LARGE PET CSD : TU COKE SP LI FA MA K
A
M
O
N
D
LARGE PET CSD : TU COKE SP LI FA MA
41
7 Caser RGB-CSD : TU COKE SP LI FA MA GOLD

SILVER
Activation Elements
MANDATORY
1. WARM DISPLAY RACK (3 TIER)

2. SHELF DISPLAY
3. CRATE DISPLAY WITH WRAP (FOR SILVER OUTLETS ONLY)
OPTIONAL
1. STANDEE
2. FLANGE
3. SIX MOBILE HANGER
4. VISI COOLER BRAND STRIP
MERCHANDISING ELEMENTS
42
FLANGE STANDEE COMBO COMM STANDEE
DISPLAY FOR EATING AND DRINKING CHANNEL
ARIEL MOBILE HANGER
3 TIER RACK DISPLAY 1 TIER DISPLAY
CRATE DISPLAY WITH WRAP
DISPLAY POSTER
43
MERCHANDISING ELEMENTS FOR KINLEY
KINLEY FLANGE KINLEY TABLE TOP DISPLAY
KINLEY GLOW SIGN KINLEY POSTER DISPLAY
44
E&D

Can Diet KO+1 NA NA
RGB-CSD Cola+3: Cola+3: 300ml Cola+2:300/2
300ml 00m
RGB-Maaza Maaza 250ml Maaza 250ml Maaza
250ml
Mobile-CSD Cola+3 Cola+2 Cola+1
Mobile-Maaza Maaza 600ml Maaza 600ml Maaza
600ML
Large PET-CSD NA NA NA
Large PET Maaza NA NA NA
TP-Maaza NA NA NA
Cooler Standards
20 Caser CAN : DIET COKE COKE

D
RGB-CSD : TU COKE SP LI FA MA
I
A
M
O
N
D
45
7 Caser RGB-CSD : TU COKE SP LI FA MA GOLD

SILVER
Activation Elements
MANDATORY
1. COMBO COMMUNICATION
Diamond & Gold- Combo standee or combo wall hanging or combo menu
board
Silver- Menu board or Menu Card
2. FLANGEE OR STANDEE OR GSB
3. Diamond & Gold- Branded table mat or Table Vinyl

Silver- Crate display with Wrap
OPTIONAL
1. WARM DISPLAY RACK ( 3 TIER )

2. TABLE TOP DISPLAY
3. TENT CARD
46
CONVENIENCE

Can Diet KO+1 NA NA
Mobile-CSD Cola+3: Cola+3: 300ml Cola+2:300
300ml /200m
RGB-Maaza Maaza 250ml Maaza 250ml Maaza
250ml
Mobile-CSD Cola+3 Cola+2 Cola+1
Mobile-Maaza Maaza 600ml Maaza 600ml Maaza
600ML
Large PET-CSD NA NA NA
Large PET Maaza NA NA NA
TP-Maaza Maaza TP Maaza TP 200m NA

200ml
Cooler Standards
20 Caser CAN : DIET COKE COKE

D
RGB-CSD : TU COKE SP LI FA MA MATP
I
MOBILE : TU COKE SP LI FA MA K
A
M
O
9 Caser RGB-CSD : TU COKE SP LI FA MA MATP
N
D
47
7 Caser RGB-CSD : TU COKE SP LI FA MA MATP GOLD

SILVER
Activation Elements
MANDATORY
1. WARM DISPLAY RACK

3 tier or 1 tier (minimum 50% charged)
2. FLANGE OR STANDEE
3. Diamond & Gold- Ariel Mobile Hanger
Silver- Crate display with Wrap
OPTIONAL
1. TABLE TOP DISPLAY
2. VISICOOLER BRAND STRIP
48
2.5 VISI-COOLERS
Choosing the best location- “The golden triangle”
Golden triangle – The area located along the route of the three
major points
 The front Door

 The Cash register
 The most frequently bought item in the store
Example – Convenience Stores
Most popular item -milk
Cash Register
Entrance
49
Using The Principle Of Golden Triangle To Affect
Destination Shoppers
 If you go to a drug store to get a prescription, you will not notice a

single message until after your mission is accomplished – the first part of
the golden triangle.
 When walking to the front to leave the outlet we are not affected by any
impulse displays or messages as they all face the front of the store and
have their back to us now.
 There is no point in telling a shopper something when it is too late to

action on it, for example the last part of the golden triangle.
THE VISI-COOLER IN PRIME LOCATION
2.6 RED SCORE TRACKING
50
RED Score Tracking
To measure the execution of RED a simple questionnaire has been designed. It
measures execution compliance versus key standards only. And at the end of every
month actionable information are generated for the unit.
Tracking is done on the following parameters:
1. Visi-cooler - 35 points
Visi-cooler compliances as per RED norms will be tracked. This includes cooler
being present in outlet, cooler purity, cooler as per RED standards, cooler
in prime position etc.
2. Availability - 40 points
RED will track Brand and Brand pack availability, as specified in RED
norms. Brand pack norms are channeling specific.
3. Activation Elements - 25 points
51
Tracking of activation element in the outlet is done by RED.
Tracking of element is channel specific.
Mandatory elements are tracked, where as optional elements may be used
if space permits, but not tracked by RED.
TOTAL - 100 POINTS
52
RED SCORE CARD
RED SCORING SHEET 2007

GROCE. E&D CONV.
D G S D G S D G S
V IS COOLER PER STANDARD 4 4 4 4 4 4 4 4 4
I IS COOLER IN PRIME LOCATION 10 10 10 10 10 10 10 10 10
S
I IS COOLER WORKING 3 3 3 3 3 3 3 3 3
C
IS VISICOOLER LIGHT WORKING 2 2 2 2 2 2 2 2 2
O
O IS THE COOLER PUER 10 10 10 10 10 10 10 10 10
L
IS THE COOLER BRAND ORDER COM. 6 6 6 6 6 6 6 6 6
E
R
TOTAL 35 35 35 35 35 35 35 35 35
A CAN DIET KO + 1 4 4
V
RGB CSD 300 ML ONLY 18 22 14 18
A
I RGB 200 / 300 ML 12 12 12
L
A RGB MAZZA 4 8 8 8 4 4 4
B MOBILE CSD 16 16 10 6 6 6 13 13 13
I
L MOBIEL MAAZA 4 4 4 4 4 4 3 3 3
I LARGE PET CSD 16 16 10
T
Y LARGE PET MAZZA 4 4
TOTAL 40 40 40 40 40 40 40 40 40
WARM DISPLAY RACK 10 10 8 10 10 10
IS THE RACK PURE AND CHARGED 10 10 7
A SHELF DISPLAY 5 5 5
C
CRATE DISPLAY WITH WRAP 5 5 5
T
I FLANGE / STANDEE 10 10 10
V
GBS / DPS / FLEX BOARD 5 5 5
A
T ARIEL MOBILE HANGER 5 5
I
O MENU BOARD / MENU CARD 15
N COMBO COMMUNICATION 15 15
BRANDED TABLE MAT / TABLE VINYL 5 5
TOTAL 25 25 25 25 25 25 25 25 25
53
2.7 MARKET DEVELOPERS
The driver of RED in the outlet is the Market Developer. Market Developer
ensures the Picture of Success at outlet is maintained.
MARKET DEVELOPERS CYCLE:
Each outlet is visited by the Market developer twice a week.
No of outlet visited in a day is = 25
Therefore. No. Of outlet visited in three day = 75
From the 4rth day the same cycle repeats.
MD is equipped with all tools required to activate outlets per set norms.
These tools include:
 Market developer bag
 Tool kit
 Activation guidelines
 PJP (Permanent Journey Plan)
54
Permanent Journey Plan (PJP)
PJP is the specification of the MD’s outlet visits. Details like outlet to be visited,
order in outlets to be visited, category of the outlet etc., all form the part of the
PJP.
The route and the details are jointly decided by the MD and the Sales
Executives.
HENCE IN 1 WEEK, 1 MD VISITS 75

OUTLETS TWICE
55
MARKET DEVELOPER PERMANENT JOURNEY PLAN
NAME SALES TAEM LEADER NAME
DISTRIBUTOR/DIRECT ROUTE NAME SALES TRAINER NAME
DAY DATE PLAN ACTUAL OJT
MARKET NO. OF COMP. NO. OF OUTLET PJP RECEIVED SIGN

NAMME OUTLET Y/N OUTLET COMP.% COMP. FROM
SAT
SUN
MON
TUE
THU
FRI
SAT
SUN
MON
TUE
WED
THU
FRI
SAT
SUN
MON
TUE
WED
THU
FRI
SAT
LIKE WISE FOR THE WHOLE MONTH

TOTAL
NO. OF WORKINGDAYS
NO. OF DAYS PJP COMPILED
COMPLIANCE %
NO. OF OJT RECEIVED
SIGN OF MARKET DEVELOPER SIGN OF SALES TEAM LEADER
* IF COMPLIANCE> 80% PJP IS COMPLIED
2.8 PITA MODEL
56
NO. OF % OF AMOUNT AMOUNT OF
CONSUMERS POPULATIO IN PROFIT IN
OR SHOPPERS N VOLUME VALUE
IN A GIVEN THAT BUY BOUGHT PER
UNIVERSE THE PER TRANSACTI
PRODUCT TRANSAC ON
TION
GROSS POPULATION TRANSAC AVERAGE

(TRAFIC) INCIDENCE TION PROFIT
PROFIT (Rs PER ltr)
COOLER AT COOLER IN RACK MOBILE, PET

THE PRIME DISPLAY AVAILABILIT
ENTRANCE POSITION Y
COOLER
STANDEE, COOLER TOP 1.5 Ltr. PET
SIGN AT THE PUER AND DISPLAY AVAILABILIT
ENTRANCE CLEAN Y
600 ml.
COMBO RACK AND 1.5 ltr CAN
BOARDS AT DISPLAY PET AVAILABILIT
THE AVAILABI Y
ENTRANCE SHELF LITY
DISPLAY MAZZA 250
COOLER ml, 600 ml
COMBO IN PRIME AND
BOARDS POSITION 1.2 Ltr
AVAILABILIT
TABLE Y
ACTIVATION
COUNTER
TOP
DISPLAY
ABCDE TOOL FOR SUCCESSFUL SELLING
57
Achieve Rapport
Benefit Statement
SOLUTION Convey Solution
Deal With Objectives
End Successfuly
58
RESEARCH FINDING
&
ANALYSIS
59
3.1 FINDING
DIRECT ROUTE SURVEY (ROUTE WISE)

NAME OF THE ROUTE AGENT: RAJU TIWARI
ROUTE NO: 1
NO. OF OUTLET VISITED: 33
OBSERVATIONS
1. OUTLET THAT DESRVED TO BE RED OUTLET 17
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 16 / 2
COOLER 16 PURITY 12/16

3. PRIME LOCATION 16/16
BRAND ORDER NORMS 3/16
RACK 10 PURITY 7/10

QUESTIONS ON RED CAMPAIGN:

1. RETAILERS KNOWING THERE OUTLET AS RED 33
OUTLET
2. REGULAR VISIT BY THE MARKET DEVELOPERS 33
ATTITUDE OF THE RETAILER FAVORABLE 25

3. UNFAVORABLE 5
INDIFFERENT 2
ATTITUDE OF THE ROUTE AGENT GOOD 20

4. FAIR 13
5. OUTLET EXPERIENCING RISE IN SALE AFTER 25

ACTIVATION OF RED OUTLET
6 RED OUTLET RECEIVING COUNTER SCHEME 19
FROM PEPSI AFTER ACTIVATION
OBSERVATION ON KINLEY:
1. KINLEY GETTING PROMINENCE IN COOLER 12/33
RACK 10/33
DISPLAY 13/33
2. OTHER BRANDS IN OUTLET BISLERI 6

AQUAFINA 12
KINGFIHER 1
OTHERS 8
3. KINLEY NOT SELLING IN THE RED OUTLET 5

3. PRIME LOCATION 16
60
NAME OF THE ROUTE AGENT: YASHIN
ROUTE NO: 2
OBSERVATIONS

RACK 9 PURITY 30/36


OUTLET

3. UNFAVORABLE 3
INDIFFERENT 4

4. FAIR 10

RACK 10/36
DISPLAY 18/36

AQUAFINA 2
KINGFIHER 0
OTHERS 3

NAME OF THE ROUTE AGENT: VIPIN

ROUTE NO: 3
61
OBSERVATIONS
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 25 /33

RACK 6 PURITY 6/6


OUTLET

3. UNFAVORABLE 8
INDIFFERENT 2

4. FAIR 9

RACK 5/6
DISPLAY 10/33

AQUAFINA 7
KINGFIHER 0
OTHERS 2

NAME OF THE ROUTE AGENT: BINAYAK MUKHERJEE

ROUTE NO: 8
OBSERVATIONS
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 5/0

62
COOLER 25
RACK PURITY
PURITY 2/2
4/5
3.
2/2
0/2
OUTLET

3. UNFAVORABLE 0
INDIFFERENT 0

4. FAIR 0


RACK 2/2
DISPLAY 3/5

AQUAFINA 1
KINGFIHER 1
OTHERS 1

DIRECT ROUTE (ALL)

NAME OF THE ROUTE AGENT: ALL (DIRECT)
ROUTE NO: ALL (DIRECT)
NO. OF OUTLET VISITED: 102 (DIRECT)
OBSERVATIONS

RACK 92 PURITY 85/97

63
OUTLET

3. UNFAVORABLE 15
INDIFFERENT 7

4. FAIR 22


RACK 67/102
DISPLAY 75/102
2. OTHER BRANDS IN OUTLET BISLERI

AQ!UAFINA
KINGFIHER
OTHERS

NAME OF THE ROUTE EXECUTIVES: SUSHANT TIWARI

NAME OF THE DISTRIBUTORS: JOTIRMAY
OBSERVATIONS
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 30 /36

RACK 8 PURITY 8/8

64
OUTLET

3. UNFAVORABLE 6
INDIFFERENT 5

4. FAIR 11

RACK 7/8
DISPLAY 3/14

AQUAFINA 7
KINGFIHER 1
OTHERS 0

3. PRIME LOCATION 3

OBSERVATIONS
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 30/33

RACK 13 PURITY 12/13

65
OUTLET

3. UNFAVORABLE 5
INDIFFERENT 3

4. FAIR 3

RACK 19/33
DISPLAY 14/33

AQUAFINA 6
KINGFIHER 0
OTHERS 10

3. PRIME LOCATION 3

OBSERVATIONS
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 27/ 0

RACK 8 PURITY 8/8


OUTLET
66

3. UNFAVORABLE 5
INDIFFERENT 3

4. FAIR 0

RACK 8/8
DISPLAY 0/15

AQUAFINA 2
KINGFIHER 1
OTHERS 8

3. PRIME LOCATION 3
DIRECT ROUTE
CHANNEL WISE:
CON E&D GRO
OBSERVATIONS 35 10 57
1. OUTLET THAT DESRVED TO BE RED OUTLET 35 10 57
2. APPEARANCE OF THE OUTLET: GOOD / FAIR 121 32 22

12 2 1
COOLER 97 PURITY 60/97 6/10 45/54

3. PRIME LOCATION 67/102 29/31 20/20
BRAND ORDER NORMS 44/125 6/13 5/12
RACK 92 PURITY 61/67 13/13 11/12

4. PRIME LOCATION 64/67 13/13 12/12
BRAND ORDER NORMS 26/27 6/13 5/12

1. RETAILERS KNOWING THERE OUTLET AS RED 35 10 57
OUTLET
2. REGULAR VISIT BY THE MARKET DEVELOPERS 32 10 50
25 10 45
ATTITUDE OF THE RETAILER FAVORABLE 5 0 6
3. UNFAVORABLE 5 0 6
INDIFFERENT
ATTITUDE OF THE ROUTE AGENT GOOD 30 9 50

4. 5 1 5
FAIR 67
5. OUTLET EXPERIENCING RISE IN SALE AFTER 35 10 57
6 RED OUTLET RECEIVING
ACTIVATION COUNTER
OF RED OUTLETSCHEME 20 8 40
1. KINLEY GETTING PROMINENCE IN COOLER 20/97 8/ 10 20/57
RACK 30/35 8/10 45/57
DISPLAY 22/35 6/10 20/57
2. //
OTHER BRANDS IN OUTLET BISLERI 33 14 7
AQUAFINA 50 8 7
KINGFIHER 2 0 1
OTHERS 26 9 3
3. KINLEY NOT SELLING IN THE RED OUTLET 21 7 3

3.2 COMPARATIVE ANALYSIS
R O U T E A G E N T W I S E

O B S E R V A T I O N S

V I S I R A C K F
S R R. O D G K A B K O N P P B K N P P B K K D
r. O A. U E O I Q I I T O R U R I O R U R I I E
U T S O N U S N H I R A N I R A N N A
N T N L E D L A L G E O M I N L O M I N L L L
o. E A E R E F E F R F E T D E F E T D E E E
M T V A Y I R S S Y Y Y Y Y R
N E I P N I H (%) V L (%) N R L (%) N
O V N P I A (%) E I O O I A O O I I A
I G E N (%) R S C R N C C R N N W
S (%) A (%) I A M K A M A
I R O C T S C S T S R D R
T E U O I (%) O (%) I (%) A I E
E N T O O O O C S N
D C L L N L N K P E
E E E (%) E (%) (%) L S
(%) T R R A S
(%) S S Y (%)
68
(%) (%) (%)
1 2 R 18 94 89 72 33 67 6 44 89 100 75 81 75 56 100 70 50 80 72 94
Y
2 11 P 19 100 100 84 79 26 0 47 100 10 95 11 84 74 100 86 36 86 79 100
D
3 12 R 18 94 94 72 44 22 0 6 89 88 69 56 69 56 80 100 80 50 50 100
D
4 10 U 9 100 100 100 56 33 0 11 100 89 78 78 89 56 100 100 60 80 56 100
C
5 8 B 5 100 100 100 20 40 20 20 100 100 80 60 100 40 100 100 0 100 60 100
M
6 7 S 30 97 90 67 13 47 0 30 90 96 93 52 56 53 100 100 44 69 17 97
D
7 13 K 18 94 94 100 11 17 0 17 94 94 88 47 88 50 100 100 22 89 44 100
M
8 14 S 27 96 89 89 7 22 0 4 93 100 92 32 84 41 91 91 45 55 19 100
S
9 5 U 22 100 86 91 32 23 0 9 91 75 70 10 65 27 100 100 33 83 45 100
B
10 9 S 8 100 88 100 38 25 0 0 88 100 71 14 86 63 100 100 0 80 25 100
R
11 3 J 16 100 100 81 38 25 6 19 94 100 73 13 80 25 100 75 0 50 0 100
B
TOT 190 97 92 84 34 28 2 20 92 94 82 39 76 49 97 92 40 73 49 99
E X E C U T I V E W I S E


V I S I R A C K F E E D B A
S E O D G K A B K O N P P B K N P P B K K D M F U I R
r. X U E O I Q I I T O R U R I O R U R I I E D A N N A
E. T S O N U S N H I R A N I R A N N A V F D
N L E D L A L G E O M I N L O M I N L L L V O A I C
o. N E R E F E F R F E T D E F E T D E E E I R V F O
A T V A Y I R S S Y Y Y Y Y R S A O F M
M I P N I H (%) V L (%) N R L (%) N I B R E M
E V N P I A (%) E I O O I A O O I I A T L A R I
I G E N (%) R S C R N C C R N N W (%) E B E T
S (%) A (%) I A M K A M A (%) L N T
I R O C T S C S T S R D R E T M
69
T E U O I (%) O (%) I (%) A I E (%) (%) E
E N T O O O O C S N N
D C L L N L N K P E T
E E E (%) E (%) (%) L S (%
(%) T R R A S
(%) S S Y (%)
(%) (%) (%)
1 SSS 74 99 98 82 29 19 3 40 89 89 72 5 74 65 95 85 0 50 19 100 99 92 8 0 93
2 CD 54 98 94 92 16 24 0 11 89 88 89 27 89 74 100 98 6 85 16 100 97 100 0 0 95
3 PB 36 100 100 97 56 25 3 28 94 97 94 12 97 61 100 91 5 82 24 100 100 97 3 0 100
4 RKK 17 100 100 100 18 41 0 12 88 100 100 13 100 76 100 100 0 100 33 100 100 100 0 0 100
TOT 181 99 97 88 27 23 2 28 90 91 82 11 83 69 97 91 2 68 20 100 98 96 5 0 95
C H A N N E L W I S E


V I S I R A C K F E E D B
S R C O D G K A B K O N P P B K N P P B K K D M F U I
r. O H U E O I Q I I T O R U R I O R U R I I E D A N N
U A T S O N U S N H I R A N I R A N N A V F D
N T N L E D L A L G E O M I N L O M I N L L L V O A I
o. E N E R E F E F R F E T D E F E T D E E E I R V F
E T V A Y I R S S Y Y Y Y Y R S A O F
L I P N I H (%) V L (%) N R L (%) N I B R E
V N P I A (%) E I O O I A O O I I A T L A R
I G E N (%) R S C R N C C R N N W (%) E B E
S (%) A (%) I A M K A M A (%) L N
I R O C T S C S T S R D R E T
T E U O I (%) O (%) I (%) A I E (%) (%)
E N T O O O O C S N
D C L L N L N K P E
E E E (%) E (%) (%) L S
(%) T R R A S
(%) S S Y (%)
(%) (%) (%)
1 DIR Con 133 96 91 84 38 25 2 20 94 94 81 35 77 50 96 91 39 75 39 98 99 91 7 2
2 DIR E&D 34 100 94 76 24 41 0 26 91 94 81 45 71 38 100 100 46 62 53 100 97 94 3 3
3 DIR Gro 23 100 96 87 30 30 4 13 87 100 95 55 80 52 100 92 42 75 22 100 96 92 4 4
70

4 IND Con 117 85 97 90 30 18 1 34 94 88 81 9 83 64 95 91 3 76 15 100 95 95 5 0

5 IND E&D 46 100 100 87 33 35 4 15 80 100 92 22 92 57 100 100 4 69 28 100 98 98 2 0
6 IND Gro 18 100 94 94 28 33 0 6 89 100 88 19 94 67 100 100 0 100 0 100 100 100 0 0

7 ALL Con 250 91 94 87 34 22 1 26 94 91 81 23 80 57 100 91 20 75 28 99 93 93 6 1

8 ALL E&D 80 100 98 84 29 38 3 20 85 97 87 32 82 49 100 100 18 67 39 100 96 96 3 1
9 ALL Gro 41 100 95 90 29 32 2 10 88 100 92 39 86 59 100 96 21 88 12 100 96 96 2 2
D I S T R I B U T O R W I S E


V I S I R A C K F E E D B
S D O D G K A B K O N P P B K N P P B K K D M F U I
r. I U E O I Q I I T O R U R I O R U R I I E D A N N
S T S O N U S N H I R A N I R A N N A V F D
N T L E D L A L G E O M I N L O M I N L L L V O A I
o. R E R E F E F R F E T D E F E T D E E E I R V F
I T V A Y I R S S Y Y Y Y Y R S A O F
B I P N I H (%) V L (%) N R L (%) N I B R E
U V N P I A (%) E I O O I A O O I I A T L A R
T I G E N (%) R S C R N C C R N N W (%) E B E
O S (%) A (%) I A M K A M A (%) L N
R I R O C T S C S T S R D R E T
T E U O I (%) O (%) I (%) A I E (%) (%)
N E N T O O O O C S N
A D C L L N L N K P E
M E E E (%) E (%) (%) L S
E (%) T R R A S
(%) S S Y (%)
(%) (%) (%)
1 Sharda 14 100 100 71 57 7 0 50 64 89 67 0 67 43 100 100 0 0 21 100 93 93 7 0
2 Loknath 14 100 100 100 50 43 7 0 93 77 69 8 85 57 100 100 0 88 21 100 100 93 7 0
3 Saba 15 100 100 100 27 0 0 67 100 93 73 0 87 87 85 92 0 62 13 100 100 93 7 0

4 Radhey 16 94 88 44 0 38 0 31 88 100 71 0 36 19 100 33 0 0 38 100 100 81 19 0
5 M.D.S. 15 100 100 93 13 7 7 53 100 87 80 0 93 53 100 100 0 100 0 100 100 100 0 0
6 SB Trdr 20 95 90 90 5 20 0 15 85 88 76 35 88 65 100 100 8 85 5 100 90 100 0 0
7 Swaraj 14 100 93 86 29 21 0 14 79 82 100 36 82 71 100 100 10 80 14 100 100 100 0 0
8 SP Entp 20 100 100 100 15 30 0 5 100 95 90 10 95 85 100 94 0 82 30 100 100 100 0 0
71
9 Loknath 36 100 100 97 56 25 3 28 94 97 94 12 97 61 100 91 5 82 33 100 100 97 3 0
10 Saha 17 100 100 100 18 41 0 12 88 100 100 13 100 76 100 100 0 100 24 100 100 100 0 0
Dst.
TOT 181 99 97 88 27 23 2 28 89 91 82 11 83 62 97 91 2 68 20 100 98 96 5 0
3.3 CHARTS AND INFERENCES
VISI-COOLER SITUATION IN RED OUTLET
140
120 102 102
102
100
80
80 70
60 40
40
20
0 COOLER
PRIME PURITY BRAN
LOCATIO NORM
D UTILITY
TOYAL
Y
N S
COOLER 80 70 40
UTILITY
TOYA 102 102 102
L
INFERENCE:
Out of the 102 RED outlets visited, all did not have the visi-coolers. There were 102 RED
outlets which had the visi-coolers in the outlet. From the 102 outlets only 70 RED outlets
were found to having Cooler Purity, 80 were located in Prime Location and only 40 RED
72
followed the Brand Order Norms. Coolers were found to be impure due to various
brands; mainly the impurity was caused by the Pepsi. Some of the outlet did not place the
coolers in Prime Location due to space problem
RACK SITUATION IN RED OUTLET
140
120 102 102
102
100
80
80 70
60 40
40
20
0 COOLER
PRIME BRAN
PURITY UTILITY
LOCATIO NORM
D TOYAL
Y
N S
COOLER 80 70 40
UTILITY
TOYA 102 102 102
L
INFERENCE: Out of the 102 RED outlet only 10 RED outlet had the 3 Tier Rack in
their outlet , out of which only 70 RED outlet were found to be having purity, and 80
were located in Prime Location, but only 40 outlets did follow the Rack brand Order
Norms. Some of the retailers did not put the Rack on display because of lack of space in
the outlet and some also complained of products being robbed from the Display Rack.
73
SITUATION OF KINLEY IN THE RED OUTLET
KINLEY PROMINENCE IN THE OUTLET
160
140
120 97 USED MERCHANDISING
100 80 ELEMENTS
80 60 TOTAL MERCHANDISING
40 40 ELEMENTS
60 30
40
20
0 COOLER RACK DISPLAY
USED MERCHANDISING 40 30 60
ELEMENTS
TOTAL MERCHANDISING 97 40 80
ELEMENTS
INFERENCE: Out of the RED outlet visited, from the 97 visi-coolers kinley was found
to be in 40 visi coolers only and the rest 47 outlet did not gave Kinley place in the cooler.
While only 30 Rack out of 40 Rack were having Kinley on the Rack Display. And
through other mediums of display kinley was found to be displayed in 60 RED outlets out
of 80 RED outlets.
74
SITUATION OF OTHER BRANDS IN THE RED OUTLET
SITUATION OF OTHER BRANDS
160
140 102 102 102 102
120
100 AVAILABLE IN
OUTLET
80 TOTAL OUTLET
60 40 50
30
40
10
20 0
0 BISLERI AQUAFINA KINGFISHE OTHERS
R
AVAILABLE 40 30 10 50
IN
OUTLET
TOTAL OUTLET 102 102 102 102
INFERENCE: Out of the 102 RED outlets, 40 outlets were having Bisleri, 30 outlets
were having Aquafina in their outlet, only 10 outlet were having Kingfisher and 50 outlet
were having other prominent local brands in there outlet Bisleri and Aquafina were
giving better schemes and were giving water on credit facility, these problems were
found mostly in the Direct Route. Apart from Bisleri and Aquafina other more prominent
brands in the outlet were Titas, Amust, Aqua Diamond and Yours.
75
KINLEY WATER IN THE RED OUTLET
SALING KINLEY
102 WATER
40
NOTSALING
KINLEY WATER
INFERENCE: Out of the 102 RED outlets, 40 outlet outlets were having kinley and 62
outlet did not have kinley in their outlet, most of the outlet which did not have Kinley
said that they were getting greater margin from the local brands and Bisleri and Aquafina
were giving better schemes and were giving water on credit facility, these problems were
found mostly in the Direct Route. Apart from Bisleri and Aquafina other more prominent
brands in the outlet were Titas, Amust, Aqua Diamond and Yours.
76
SWOT ANALYSIS
77
4.1 SWOT ANALYSES
STRENGTHS:
 A world famous brand coming from the COCA-COLA family.
 An excellent distribution network.
 Good service provided by the distributors to the retailer.
 An excellent production facility, perhaps producing the best quality of
packaged water available in the market.
WEAKNESS:
 Pricing strategy stiff backed by very poor promotion and advertisements.
 No retailer list for the Distributor to sort out the confusion and problems.
OPPORTUNITIES:
 Having bright opportunity in the future with increasing demand of
packaged drinking water.
 Can tap the areas of 5 ltr. and 3 ltr. by starting its production and
distribution.
78
THREATS:
 New emerging players in the market can cut down its market share.
 Threats from local brands as it provides water at cheap rates and better
scheme and on credit facility to the retailer.
79
RECOMMENDATIONS
80
5.1 RECOMMENDATION/SUGGESTION
After completing the research and the survey work on behalf of COCACOLA
PVT. LTD.,DASNA MASURI I have identified the weaknesses and certain flaws
and loopholes, which needs to be plugged in order to prosper in this market in
the distant future. I recommend or rather suggest the following proposals for
COCACOLA PVT. LTD. DASNA MASURI From which they can surely earn huge
dividends.
 In order to be prominent in the RED outlet the M.D. has to be more
responsible and it is his task to report to the senior officials regarding any
irregularity by the retailers.
 The route exe. and the route agents should make full effort to make kinley
prominent in RED outlet.
 Each retailer must be knowing the importance of RED outlet, what benefit
it can bring to them and the company?
 Company should become more organized. The cola division and the water
division should have a monthly meeting and exchange there views that will
benefit both the division.
81
 The senior official should be regularly in touch with the route agents in
order to overcome the problems which they face
 No. of distributors of kinley should be increased
 Kinley should allocate more budget for in shop Promotional activities to
increase coverage effectively.
 Nothing much has been done in the field of advertising, so the company
should undertake sustained advertising in order to generate people
awareness. This is important as kinley doesn’t advertise in any kind of
media.
 The Kinley can sponsor corporate event in order to create buzz and
enhance brand visibility.
 Service is the main strength of Kinley. This should be maintained and can be
improved upon.
 The company should identify the untapped area and start their operation in
those areas
 The company should include Kinley in the RED score tracking which will make
the retailer to compulsory to keep Kinley in the outlet, thus Kinley will be
automatically be benefited from it.
82
LIMITATIONS
83
LIMITATIONS
 The retailers in many cases reluctant to answered many questions.
 The respondents may be biased on influenced by some other factors.
 Time and money were the greatest limitation in carrying out the survey.
 A number of retailers (pan-shop) being illiterate, it took us lot of time in
collecting information.
 The mere information which we get from the retailers is not sufficient to arrive at
a conclusion.
 The seasonal changes affect the sell.
84
CONCLUSION
85
4.1 CONCLUSION
The summer training project has been a sensational and awful experience for me
as it has given us a handful of knowledge in the field of marketing, thanks to
General Manager for providing me with this wonderful opportunity to work in
this vivid research study. I have learnt a lot from this project. The confidence has
been really boosted with this project as it gave me a chance to interact with the
people during the survey. I learnt how the marketing people work in the market
to achieve there targets, and how they sale their goods and convince the customer.
The project has provided me with the valuable insight into marketing tactics and
promotional strategies to make the people aware of the product. I have realized,
that at the end of the day in marketing field hard work pays and has got a major
attribute towards success.
The packaged drinking water is flourishing at rapid pace. Since the demand of water
is going to remain as perennial, so the market is not going to perish, thanks to
the paucity of water in certain areas of vijay nagar ghaziabad which has resulted
an increase
86
in the demand of packaged drinking water. Since summer season thrives for longer
period of time it has boosted the sales of packaged drinking water, as water is the
best medium to quench ones thrust. Thus it can be aptly said that this market is
growing day by day and is going to generate attractive avenues of increasing their
market share and profitability for the company in the coming years
87
QUESTIONNAIRE
88
8.1 QUESTIONNAIRE
1 NAME OF THE OUTLET : DATE :

2 ADDRESS OF THE OUTLET :
3 TYPE OF THE OUTLET :
4 ROUTE NO : NAME OF R. A. :
OBSERVATIONS
1 DOES THE OULET DESERVED TO BE RED OUTLET? Y/N
2 APPEARANCE OF THE OUTLET. FRONT. EXCELLENT/ V.GOOD/ GOOD/ FAIR/ POOR
3 APPEARANCE OF THE OUTLET. INSIDE. EXCELLENT/ V.GOOD/ GOOD/ FAIR/ POOR
4 MERCHANDISING ELEMENTS ON DISPLAY.
DISPLAY RACK/ FLANGE/ DPS/GLOWSIGN
COOLER BRAND ORDERS
5 COOLER PURITY. Y/N COOLER PRIME LOCATION. Y/N NORMS. Y/N
6 RACK PURITY. Y/N RACK PRIME LOCATION. Y/N RACK BRAND ORDER NORMS. Y/N
QUESTIONNAIRE ON THE RED CAMPAIGN

1 DOES THE RETAILER KNOW THAT HIS OUTLET IS A RED OUTLET? Y/N
2 HOW LONG THE RETAILER HAS BEEN A PART OF THE RED CAMPAIGN IN MONTH : [ 1 ] [ 2 ] [ 3 ] [ 4 ]
3 DOES THE M.D. VISIT ON SCHEDULE DAY? Y/N
4 ATTITUDE OF THE RETAILER TOWARDS RED CAMPAIGN. FAVORABLE/ UNFAVORABLE/ INDIFFERENT
5 HAS THE SALE INCREASED AFTER RED OUTLET ACTIVATION? Y/N
6 HAS PEPSI OFFERED ANY COUNTER SCHEME TO THE OUTLET? Y/N
7 COMMITMENT OF THE ROUTE AGENT TOWARDS RED CAMPAIGN.
EXCELLENT/ VERY GOOD/ GOOD/ FAIR/ POOR
OBSERVATIONS ON KINLEY
1 IS KINLEY GETTING PROMINENCE?
VISICOOLER Y/N RACK Y/N DISPLAY Y/N
2 OTHER COMPETING WATER BRANDS AVAILABLE.
BISLERI/ AQUAFINA/ KINGFISHER/ OTHER( )
3 ABUSE OF THE ASSETS.
BISLERI AQUAFINA KINGFISHER OTHERS ( )

VISICOOLER
RACK
DISPLAY
89
REFERENCES
&
APPENDIX
90
9.1 BIBLIOGRAPHY
 MARKETING MANAGEMENT,
MILLENIUM EDITION: PHILIP KOTLER
 MARKETING RESEARCH:
NARESH K MALHOTRA
 RESEARCH METHODOLOGY:
C. R. KOTHARI
 WWW.COCACOLA.COM
91
9.2 APPENDIX
Sr. No. NAME VPO CLASS ADDRESS TYPE RED (YES/NO)

1. ROSHNI GOLD N-227F SEC-12SANTOSH GROCERY YES
CONFECTIONER MEMICAL ROAD
2. GEARA SUPER STORE GOLD F-317 SEC-9 VIJAY GROCERY YES
NAGAR
3. MAYANK PASTRY GOLD SHOP NO-52 VIJAY CONVENIENCE YES
NAGAR
4. RAJA RANI GEN GOLD 284-BHOOR BHARAT GROCERY YES
STORE NAGAR GJB.
5. VISHAL STATIONERY SILVER 912-SUNDER PURI CONVENIENCE YES
6. ABHINAV DEPT SILVER L-321 SEC –12 PRATAP GROCERY YES
STORE VHIAR
7. KAUSHIK PROVISION SILVER N-145SEC 12 PRATAP GROCERY YES
STORE VIHAR
8. MANIK GENERAL SILVER L-355 SEC 12 PRATAP GROCERY YES
STORE VIHAR
9. DIPANSHI SILVER R-72 RAILWAYENCEL CONVENIENCE YES
CONFECTINOR SEC 12 PRATAP VIHAR
10. DEV PROVISION SILVER SHOP NO-4 BLOCK –F GROCERY YES
STORE GDA MARKET SEC 9
V.NAGAR
11. CHAUHAN CONF GOLD N BLOCK PRATAP CONVENIENCE YES
VHIAR
12. RAJESHWARI GOLD PRATAP VIHAR GROCERY YES
GENERAL STORE OPP.TAPOSTHAIL
PUBLIC SCHOOL
13. SARA GENERAL GOLD MEDICAL SQUARE GROCERY YES
STORE
14. SPICE BITE DIAMOND MEDICAL SQUARE E&D YES
15. MUSKAN CONF DIAMOND MEDICAL SQUARE CONVENIENCE YES
16. RAJEEV CONF GOLD J-199,SEC-12 PRATAP CONVENIENCE YES
VHIAR,GJB
17. SHIV GORAKHNATH GOLD MS-1,MBLOCK CONVENIENCE YES
CONF MARKET,SEC-12,
18. SANTOSH MEDICAL GOLD SEC 12 E&D YES
COLLEG
19. GHARWAL DAIRY GOLD C BLOCK SHOP NO4, CONVENIENCE YES
SATPAL YADAV MKT
20. PANDEYGEN STORE GOLD M-11TEACHER GROCERY YES
COLONY,SEC-12 PRATAP
VHIAR
21. AGARWAL PROV GOLD R73 SEC 12 PRATAP GROCERY YES
STORE VHIAR
22. KG PROV STORE GOLD M 64 SECTOR-12 PRATAP CONVENIENCE YES
VHIAR GJB.
23. ANUSHKA SUPER GOLD R-71 SECTOR-12 PRATAP GROCERY YES
STORE VHIAR GJB.
92
24. TANISHA DEPA GOLD P-299 SECTORE –12 CONVENIENCE YES
STORE PRATAP VHIAR GJB.
25. GERA P.S.STORE GOLD SEC 9 V NAGAR GROCERY YES
26. JANTA PROV STORE GOLD SEC 10 V NAGAR GROCERY YES
27. HOME DAILY NEEDS GOLD SHOP NO-6 D BLOCK GROCERY YES
NAGAR NIGAMK
MARKET
28. AJAY GEN. STORE GOLD G –142, NEAR PNB BANK GRODERY YES
SEC 9 V NAGAR
29. GARG SWEETS DIAMOND E-229 SEC 9 NEAR E&D YES
POLICE STATION
30. TYAGI SWEETS DIAMOND SHOP NO 304, E&D YES
AMBEDKER NAGAR
31. K MITTEL PROV. GOLD SHOP NO.2 V NAGAR GROCERY YES
STORE COLONY ,SECT-9
32. SHAKAR JUICE GOLD CHANAKYA CHOWK CONVENIENCE YES
CORNER SEC-9 VIJAY NAGAR
33. MITTEL GEN. STORE GOLD F-58 SAEC-9 GROCERY YES
34. BRIJWASI GEN. GOLD SEC-9 CHANKYA GROCERY YES
STORE CHOWK
35. KRISHNA SWEETS DIAMOND CHANKYA CHOWK E&D YES
VIJAY NAGAR
36. RAINBOW CONF GOLD NEW VIJAY NAGAR CONVENIENCE YES
37. SHIV GOLD PUNJABI GALI CONVENIENCE YES
COMMUNICTION
38. PAWAN CONF DIAMOND E 220 SEC. 12 VIJAY GROCERY YES
NAGER
39 PAL SWEETS GOLD SHOP NO. 1073 OLD YES
VIJAY NAGAR SABZI CONVENIENCE
MANDI
40. SHIV KALA GOLD PRATAP VIHAR SEC-11 YES
AMBIENCEHOTEL E&D
41. NANDI CONE SILVER C-54 SEC-11 PRATAP CONVENIENCE YES
VIHAR
42. SRI RAM PROV SILVER RATHI MILL GROCERY YES
AMBEDKAR NAGAR
VIJAY NAGER
43. RAWAT CONFE GOLD A-581 SEC.-11 VIJAY CONVENIENCE YES
NAGER
44. GUPTA CONEF GOLD BLOCK 11 PRATAP YES
VIHAR E&D
45. NAVEEN KIRANA. GOLD BLOCK-12 PRATAP GROSERY YES
VIHAR
46 KHANNA CONF, GOLD KAILASH NAGAR CONVENIENCE YES
47. SATISH SUPER STORE GOLD F-379 PRATAP VIHAR YES

SEC. 11 NEAR POLICE GROSERY
CHOWKI
48. SISWAL GEN. STORE GOLD E-10/44 G D A MARKET YES
SEC.-11 GROSERY
49. SHIWANI G.S GOLD SEC.-11 PRTAP VIHAR GROSERY YES
50. SAJAN RESTAURANT GOLD SEC.-11 YES

E&D
51. SRINATH G .S GOLD SEC.11 F-48 SHOP NO. 4 CONVENIENCE YES
52. RUMA SUPER STORE GOLD E 233 SEC. 12 GROCERY YES
53. RADHEYSHYAM GOLD D-271 PRATAP VIHAR YES
SWEETS SEC.-11 CONVENIENCE
54. JUDGESH G. S GOLD F-380 SEC.-11 GROCERY YES
55. SAURABH GENERAL GOLD E-513 SEC.12 PRATAP YES
STORE VIHAR CONVENIENCE
56. AGGRAWAL SUPER GOLD E-848 SEC.-11 PRATAP YES
STORE VIHAR GROCERY
57. POOJA S T D GOLD F-292 G SEC.12 VIJAY CONVENIENCE YES
NAGAR
58. YADAV GENERAL GOLD 1F-256 G SEC.-12 VIJAY V
STORE NAGAR GROCERY
59. NARANG CONFA. GOLD SHOP NO.-64 BHOR YES
BHSRIT NAGAR CONVENIENCE
60. GOEL GENERAL GOLD SEC.-9 CHANAKYA YES
STORE CHOWK
GROCERY
61. SHANTI GENERAL GOLD 702 MIRZA OUR N SEC.- YES
STORE 12 GROCERY
62. NAVIN GENERAL GOLD A-117 SEC. 11 VIJAY GROCERY YES
93
STORE NAGAR
63. RAVI KIRANA STORE GOLD A-467 SEC. 11 VIJAY GROCERY YES
NAGAR
64. PRINCE STATIONARY GOLD A-357 AEC. 9 VIJAY CONVENIENCE YES
STORE NAGAR PANJABI GALI
65. SHAUKIN PROVISION GOLD HOUSE NO.-353MIRZA GROCERY YES
STORE PUR
66. MAHALAXMI GOLD HOUSE NO. 46 SEC. 12 GRCERY YES
GENERAL STORE MIRZA PUR
67. AMIT KIRANA GOLD SEC.11 MAIN MARKET GROCERY YES
68. PITAMBER KIRANA GOLD SEC.11 MAIN MAR. GROCERY YES
69. BHADORIA GENERAL GOLD SEC. 11 PRATAP VIHAR CONVENIENCE YES

STORE
70. PALAK CONFAC. GOLD BHOOD NAGAR CONVENIENCE YES
71. KANSAL CONF. GOLD 435 GAON PURI NEAR CONVENIENCE YES
POLICE CHOWAKI
71. YADAV KIRANA SILVER C-53 GALI NO. 3 RAHUL YES
STROE VIHAR VIJAY NAGAR
72. BUNTY SRINAGAR GOLD GALI NO. 6 H. NO. 167 CONVENIENCE YES
PALACE RAHUL VIHAR VIJAY
NAGER
73 SHIVA GEN. STOR. GOLD GROCERY GROCERY YES
74. MINTU KIRANA SILVER NEAR CHARCH BAGU GROCERY YES
STORE VIJAY NAGER
75. POOJA G. S. SILVER 412 KRISHNA NAGAR, YES
BAGGU VIJAY NAGAR GROCERY
76. RUMA PROVISION GOLD KRISHNA NAGAR GROCERY YES
STORE BAGGU VIJAY NAGAR
78. LOKESH K. S. SILVER H. NO.44 KRISHNA GROCERY V
NAGAR BAGGU
79. SRIRAM BROTHER SILVER KRISHNA NAGAR GROCERY V
PRO. STO. BAGGU VIJAY NAGAR
80. A-ONE SWEETS SILVER KRISHNA NAGAR CONVENIENCE V
,BAGGU
81. SHIVA G.S. SILVER OPP.ITI COLLEGE GROCERY YES
KRISHNA NAGAR
BAGGU
82. DEV KIRANA STORE SILVER AKBARPUR GROCERY YES
BEHRAMPUR VIJAY
NAGAR
83. BANGAL SWEETS GOLD AKBARPUR E&D YES
BEHRAMPUR,VIJAY
NAGAR
84. BHAI SHABH G. S. SILVER AKBARPUR GROCERY YES
BEHRAMPUR,VIJAY
NAGAR
85. NEERAJ PROVI. STO. SILVER BUDHVIHAR GROCERY YES
BEHRAMPUR, VIJAY
NAGAR
86. POOJA SUPER STORE SILVER 132 AKBARPUR GROCERY YES
BEHRAMPUR,VIJAY
NAGAR
87. PAL DAIRY SILVER BUDHVIHAR CONVENIENCE YES
BEHRAMPUR ,VIJAY
NAGAR
88. HUKUM SINGH G. S. SILVER BUDHVIHAR GROCERY YES
BEHRAMPUR ,VIJAY
NAGAR
89. MUNI G. S. SILVER BUDHVIHAR GROCERY YES
BEHRAMPUR ,VIJAY
NAGAR
90. RAM NIWAS GOLD 25-FEET ROAD CONVENIENCE YES
KAIUSHAL BUDHVIHAR
BEHRAMPUR
91. FAIJ G. S. GOLD A25-FEET ROAD GROCERY YES
BUDHVIH R
BEHRAMPUR
92. LUCKY G. S. GOLD EKTA VIHAR A25-FEET GROCERY YES
ROAD BUDHVIH R
BEHRAMPUR
93. VIMAL G. S. GOLD E-46 RAHUL VIHAR GROCERY YES
94. BALE HALWAI GOLD GAUSHALA PHATAK E &D YES
95. PAL DAIRY SILVER VILL-HINDALPUR CONVENIENCE YES
94
PILKAHUWA
96. KANSAL G. S. GOLD OPP.POLICE CHOWKI GROCERY YES
GAUSHALAPHATAK
97. MAM CHAND GOLD GANDHI CHOWK CONVENIENCE YES
HALWAI KAILASH NAGAR
98. BALA JI CONFA. GOLD KAILASH NAGAR CONVENIENCE YES
99. ANKITA PROVI. STO. GOLD 258,BOUDHVIHAR, NEAR CONVENIENCE YES

RAHUL VIHAR
100. GEETU G. S. GOLD H-723 BUDHVIHAR GROCERY YES
VIJAYNAGAR
101. SRI MISTHAN GOLD AKBARPURBEHRAMPUR CONVENIENCE YES
BHANDAR ,VIJAY NAGAR
95

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Coca Cola NAGAR

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RESEARCH REPORT

Summer Training Project Report Submitted Towards Partial Fulfillment

Submitted To: Submitted by:

To become a successful management professional we should have theoretical as

well practical knowledge of management. During the first year of management

course, I have acquired theoretical knowledge by attending MBA classes, seminars,

summer training in the company has given me an opportunity to apply my

theoretical knowledge and make strategies on real life situation of an organization.

pose threat to existing companies. So the companies of today’s era believe in

decision making abilities from the management professionals. So this is a challenge

which helped me to get useful valuable information regarding my survey. The

management professional. I have gained a lot of confidence from this project.

me to successfully complete the project. I would like to thank to everyone who

had helped or can say contributed to this project.

opportunity to complete this project in this reputed and esteemed organization.

constantly gave me valuable advice to get on with the project.

helped me to derive the correct conclusions.

down by the management department of GNIT. Greater Noida

company. The project demanded a survey of the market.

1.1 BACKGROUND OF THE ORGANIZATION 8

THE RED OUTLET ACTIVATION

RESEARCH FINDING AND ANALYSIS 63

SWOT ANALYSES 101

4.1 SWOT ANALYSIS 102

5.1 RECOMMENDATION 105

6.1 LIMITATIONS 108

7.1 CONCLUSION 110

8.1 QUESTIONNAIRE 113

REFERENCES & APPENDIX 114

9.1 BIBLIOGRAPHY 115

servings per day.

formally created in 1893 when Coca Cola was registered as a trademark.

connect all across the world, the company has created

in a special Christmas commercial for The Coca Cola Company.

in a special Christmas commercial for The Coca Cola Company.

The Hindustan Coca-Cola Beverages Pvt. Ltd. is a subsidiary of The Coca-Cola

about 12 brands. In the bottled soft drinks section it markets

the company also marketed Schweppes and Crush.

in various welfare activities, from education for the underprivileged children to

US $ 100 million in the country.

There are eight brands of Coca-Cola named as follows:

preferred by children and women.

new brand named Pepsi-Cola came in the year 1887.

face of tough competition.

introduced by Parle Products and this was names as “Thums-Up”.

orange and lemon flavour.

named “Double-7” had been introduced by a company Modern Bakers. Another

Mcdowell came with “Thrill, Rush, Sprit”.

4,50,000 outlets on a population of 60 million.

The Indian Cola Scenario

Coca-Cola. Pepsi entered the Indian market in 1993.

once consumer trials have begun.

Operated/Owned Bottling Operations or FOBO).

sharing the honors with China and Russia.

In 1994, Pepsi bought over Dukes in Bombay, which was bought

COCA-COLA:- Coca-Cola re-entered in India after 17 years in 1993.

By striking a $40m deal with Parle it got an instant access to the

vast Indian soft drink market.

Coca-Cola is having a multi brand strategy and is looking for a

great volume opportunity in India.

Coca-Cola spending on advertisement and recently sponsored the

Wills World Cup cricket series.