A

PROJECT

ON

“RIGHT EXECUTION DAILY (RED) AND

ITS
SERVICE LEVEL

OF
HINDUSTAN COCA- COLA BEVERAGE
PRIVATE LIMITED

Submitted By:-

Ashish Kumar
Roll No: BA0901

BATCH: 2009-11
Mitcon Institute
of Management, pune
 RED (RIGHT EXECUTION DAILY)

 Those outlets which are supported by company by providing SGA (sales

generates assets) or fridge or visicoller by the company are called RED.

 . The RED outlets have to do business with company in all seasons.

 The company supports the outlets by providing activation elements (table

top, flange, 3- tier, price communication, flex board) to activate or generate
the sales of beverage.
 ACTIVATION ELEMENTS

 Activation elements are those elements which are used to activate or to

improve the services /sale of an outlets.
 The activation elements must be displayed in the right place in the outlets.
It is displayed outside or inside.
 The activation elements act as advertisement elements for outlets, which
try to attract the customers.
 The activation elements are provided by the company according to channel
and types of the outlets or which are supported by the MD (Market
developer) of the company.
 Activation elements are – table- top, flange, 3-tier, menu board, flex board,
price communication.
 RESEARCH PROBLEM

 To know who has no activation elements.

To know how much activation elements are required in the market. Like- table
top, flange, menu board, 3-tier rack etc.

How to approach target customer with right services.

How to improve the services of RED outlets.

How to fulfill the customer demand in the fixed time with Good services.

Company wants to grow the business in larger market with the help of RED
outlets.
 OBJECTIVES

Main objectives-:
 To find out whether the retailers are satisfied with the service given
by the coca-cola or not.
Objectives:-
• To know the services given by RED outlets of coca-cola.
• To know the flange is available or not in the outlets.
• To know the table-top of coca-cola is available with retailers or not.
• To know the 3-tier is available with grocery outlets of coca-cola or
not.
• To know that menu card is available with E&D (Eating & drinking)
outlets of coca cola or not.
• To know the price communication is available with outlet or not.
 RESEARCH METHODOLOGY

 Research design:-Descriptive research design is adopted for this research.

This study describes the entire market of dehri zone.

Data-Sources
 Both primary and secondary data is collected for this research by
interviewing the various types of retailers.

Research- Approaches
 Survey approach:-mostly the research is done by developing a
questionnaire by which the respondents are interviewed.
 Observational approach: - fresh data is collected by observing the
relevant places, this can be the buying behavior of consumer in the shops
while standing and interacting with retailers.
 Questionnaire design: - basically two types of questionnaires are used.
 Closed ended question:-question with yes or no.
 Open ended question: - completely unstructured, question that respondents
can answer in an almost unlimited number.

 Sampling unit: - the sampling unit for this study is retailers and
distributors.

 Sample size: - out of all retailers, randomly 800 retailers are selected in
different region of dehri zone and potential 6 distributors are selected.

 Sapling – Plan: Sampling unit:-

Distributor- 6 Retailer :-454 Telephone:-200Booth :-120 Cyber café:-200
Milk counter :- 20
AREA FLANGE TABLE-TOP 3-TIER MENU FLEX P. COM
BOARD
Sasaram 45 72 1 13 29 30

Dehri 36 29 0 9 22 24

Aurangabad 45 42 7 2 21 31

Bhabhua 20 64 4 11 39 78

total 146(18.25%) 207(25.87%) 12(1.5%) 35(4.3%) 111(13.8%) 163(20.3%)

This table show that no. of activation elements are not present in coca cola outlets.
AVAILIABILITY OF TABLE TOP
 By the analysis of data we come to know that coca cola is lacking in providing
the different activation elements in dehri zone.
 These graphs are showing no. of activation elements are not present /present in
the different outlets.
 If company provide all this they can improve their services in the market in
comparison to his competitors, and automatically there will be increase in the
sales and which will fetch profit for company.
 Interpretation: - max. No of outlet in dehri zone have no price communication.
 FINDING

 Coca cola is not providing the activation elements on regular interval to the
retailers.

 Retailers are not satisfied with bias poling of the distributors.

 Most of the retailers are very satisfied with executions done by the company.

 Executions of Coca-Cola are satisfactory.

 In summertime especially in may – June product supply the distributors are not
proper
 SUGGESTIONS

 We know that in India most of the people lived in rural areas so, Coca-Cola
Company exploits the semi urban and rural market.

 Proper distribution time should be adjusted to reach at the retailers shops from
the distributors point.

 During the research period, it is found that consumer give more preference on
scheme & offer.

  Company should give more trade margin for the retailers.

 Try to conduct survey time to time to find whether retailers complain regarding
the distributors it true or not? If true take corrective actions.

 Consumer preference is towards Coca-Cola brand because of its

TASTE&QUALITY. So the company should maintain these.