Coke

Marketing & Sale

Activity Coordination &
Execution
Mandar

RED SCORE
Concept of RED:
RED (Right Execution Daily)
To ensure best process management and team

integration
Red score has integration of:
Coolers
Cooler Department i.e. Sales Generating Asset (SGAs)

Vizi Coolers

Availability
Pure Sales function
Solely responsible for Product availability & Product Reach

Activation
A Marketing function
Source: Primary & Secondary

Team Integration @ COKE

Score Card Coolers

Cooler Department:
A dedicated team of 12 people for Mumbai
SGA stock is shipped through 3 depots in Mumbai
Team reports to Manager - SGA
They work in synchronization with the Sales Team

(Availability)
The Sale team will forward the requisition
Processing is done by Cooler Department on under given
parameters
Parameter
10 Boxes deposit, taken by Sales Team

Red
Outlet

Diamond

Gold

Silver

Bronze

Cases Per
Year

800+

500-799

300-499

Upto 299

Type of Vizi
Cooler to be
given
(5 types as

Double
Door 15
Caser
Cooler

Double
Door 15
Caser
Cooler

320-220
Liter
Vizi Cooler

Ice Box

Score Card Availability

Availability- A Sales Function
Team comprises of Sales Manager, Area

Sales Managers, Sales Executives

Retail Stores categorized as:
Eating & Dining outlets, (END)
Grocery
Convenience

Availability - Cont
Retail Stores

Classification

Criteria

Eating &
Dining END

Grocery

Convenience

Restaurant,
Bar, Hotel,
Lunch Home,
Permit Room &
Fine Dine

Kirana Stores,
General Stores,
Provision
Stores,Super
Market etc.

Pan Bidi,
Railway
Outlets, Fast
Food, Medical
Stores, Juice
centers,
Doodhalaya,
Bakery Etc.

Minimum 6
Cases Daily

Aata, Chawal,
All Take away
Dal should be
outlets
sold in the
above outlets
COMPULSOR
Y, or would
be classified as

Score Card Activation

A Marketing function
Team Comprises of Marketing Team Leader,

Marketing Executives & Merchandisers

3-4 Merchandisers for each Marketing Executive
Marketing Executive coordinates with Sales Team
i.e. ASM and executes all Marketing Related
functions
Marketing Executive & his team of merchandisers
work in a loop with ASM, dedicated for a particular
area / zone
Marketing Executive reports to Marketing Team
Leader but coordinates with ASM
Requisition for Marketing Collateral given by Sales
Executive to Merchandiser (Marketing) who then
forwards the requisition to Marketing Executive
Marketing Executive processes the requisition &
executes the same through Merchandiser

Marketing & Sales

Coordination

Activation Cont
Request for POPs is forwarded by

Merchandiser to Marketing Executive

Requisition is processed with under given
Criteria set according to Coke standards
Retail
Stores

Marketing
Collaterals
to be
placed

Eating & Dining

END

Grocery

Convenience

Restaurant, Bar,
Hotel, Lunch Home,
Permit Room & Fine
Dine

Kirana Stores,
General Stores,
Provision
Stores, Super
Market etc.

Pan Bidi,
Railway Outlets,
Fast Food,
Medical Stores,
Juice centers,
Doodhalaya,
Bakery Etc.

Combo Board, Menu Grocery Rack,

Cards
Bottle Stand,

Wire Hanger,
Table Top

Activation Cont
Red
Outlet

Diamond

Cases Per 800+

Year
Marketin
g POPs

Gold

Silver

Bronze

500-799

300-499

Upto 299

Glow Sign Board

(GSB) / Flex Board

Flex Board / Road

Standee / Flange

Merchandiser is responsible for display and

executing the Marketing requisition from Sales Team

Retail Audit is conducted by Nielsen

Nielsen Audit
Nielsen is conducting the Research & Audit work

for Coke
Thorough check is made to make Marketing
spend, EFFECTIVE
Audit Work:
Coke Vizi coolers should not be used for stocking

other competitors product

Marketing Material such as Bottle Stand, Display
Hangers, Display Racks etc. are filled with Coke
Products and give best possible display
Dealer Board flex is not torn out / dirty
Audit Report is submitted to Marketing & Sales

team in the last week of every month

THANKYOU