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RED(RIGHT EXECUTION DAILY) ACTIVATION OF COCA COLA IN JAMMU
Submitted by: Rahul kumar
panjnathia MBA-2C
Definition of beverage
Types of beverage
The various types of beverage are: Alcoholic beverages Non-Alcohol beverages:-
I. Soft drinks
II. Fruit juice Hot beverages Other
Indian soft drinks market
It divided into:-
Cola product.
Non cola product.
63%
37%
Share
Cola productNon Cola product
Historical background of the Coca Cola Started in 1886 Headquarters is in Atlanta World's largest beverage company. Focuses on the non-alcoholic beverage market. Coca-Cola formula and brand was bought in1889
by Candler Coca-Cola currently offers nearly 400 brands
Indian History
Leading soft drink brand in India . In 1977 it left India. In 1993 Coke Relauched in India. Acquired local brands i.e Thums up,fanta. In 1997 it acquired 37plants. In 2000, the company launched the Kinley water . From 1993 to 2003, it invested more than US$1
billion in India.
In January 2004 the Indian parliament banned on the sale of Coke
In 2005, Coca Cola India broke into two divisions: Hindustan Coca Cola Beverages (Bottling) and Coca Cola India
Indian Brands
Non Carbonated Drinks
Water and Soda
Year Punch line
2009 Open happiness
2007 Sabka thanda ek
2005 Piyo sar utha ke
2003 Thanda matlab Coca-Cola
2000 Coca-Cola enjoy
1993 Always Coca-Cola
1990 Can’t beat the real thing
1989 Can’t beat the feeling
1986 Red, white and you
1982 Coke is it
Punch lines of Coca Cola
Swot AnalysisStrengths. Top position in the market. Target every age group. Good financial position.
Weaknesses lack of proper distribution. Lack of availability of 1l and 1.5l pack Less schemes to retailers.
Swot Analysis Opportunites:o Large market share.o To increase the sale on kinley water.
Threats:o Pepsi has captured major mark, 1 & 1.5l it.o Retailers divert to Pepsi.o Pepsi is the major competitors.
INTRODUCTION OF HCCBPL , JAMMU
It manufacture following products :
• Coca Cola , Thumbs up , Limca , and Fanta packed in glass bottles, Kinley water and soda.
• The company mainly sells its products in all districts of J & K .
• It supplies kinley water outside j& k.
0rganisation chart of sale department
GENERAL SALE MANAGER (MR. Sanjay Bali) Area sale manager (ASM) ASM ASM
Mr. S.S Bali Mr. Salim malik Mr. Sachdevia
Sale team leader (STL)
Area channel manager (ACM) Mr. Ajay yadav
AREA Executive channel (AEC) Mr. Ajay kumar Market developer (MD)
INTRODUCTION OF THE PROJECT
RED Concept About RED :-
a. To check the availability of the product.
b. To check the activation in various outlets.
c. To check the branding order. of the various products in the cooler
RED ELEMENTS 1.Availability 2.Brand order
3. Impurity4.Activation element
TYPES OF OUTLETS
Volume:-Diamond, Gold, Silver and Bronze Channel:- Grocery, Convenience , E&D-1,E&D-
2
Locality Income= High, low ,Medium
OBJECTIVES OF THE STUDY To know the reason behind low RED score.
To know the impact of activation element on sale when keep it out side.
To ensure the availability and visibility of product.
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGYRESEARCH DESIGN:
Descriptive research design is used for collecting primary data.
Sampling technique
Sample size
Population
METHOD OF DATA COLLECTION
Primary data
Method of primary data collection Primary data is collected by Questionnaire
Secondary data
Method of secondary data collection:
Journals and Magazines Internet
LIMITATIONS:
Non-cooperative behavior of retailers. Data may be biased or insufficient. Not able to visit all the retailers.
Analysis and Interpretation
Channels of outlets
GROCERY CONVENIENCE E & D-1 E & D-20%
10%
20%
30%
40%
50%
60%
70%
48%
32%
8%12%
64%
24%
8%4%
GANDHI NAGAR CHANNI HIMMAT
Category of outlets
Category of outlets No. of outlets PercentageDiamond 3 12 Gold 4 16 Silver 8 32 Bronze 10 40
Gandhi nagar
Category of outlets No. of outlets PercentageDiamond 2 8 Gold 6 24 Siliver 9 36 Bronze 8 32
Channi himmat
RED Score of Coke
AREA BRAND ORDER ACTIVATION ELEMENT
PURITY
GANDHI NAGAR
CHANNI HIMMAT
YES NO YES NO YES NO
21 4 20 5 14 11
23 2 21 4 12 13
Increased in sales due to activation elements
O TO 10 % 10 TO 20 % 20 TO 30 % More than 30 %0%
5%
10%
15%
20%
25%
30%
35%
40%
36%
20%
24%
20%
32%
16%
24%
28%
increased in sales
GANDHI NAGAR CHANNI HIMMAT
Satisfied with the order delivered.
YES NO0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
80%
20%
88%
12%
GANDHI NAGARCHANNI HIMMAT
Effect of display scheme
PARTICULARS NO OF RESPONDENTS
PERCENTAGE
YES 19 76 NO 6 24
GANDHI NAGAR
PARTICULARS NO. OF RESPONDENTS
PERCENTAGE
YES 17 68
NO 8 32
CHANNI HIMMAT
Performance of Market developer
PERFORMANCE NO. OF RESPONDENTS
PERCENTAGE
POOR 2 8 GOOD 17 68 BETTER 4 16 BEST 2 8
GANDHI NAGAR
PERFORMANCE NO. OF RESPONDENTS
PERCENTAGE
POOR O 0
GOOD 13 52
BETTER 2 8
BEST 10 40
CHANNI HIMMAT
Frequency of MD visit.
VISIT NO . OF RESPONDENTS
PERCENTAGE
DAILY 19 76WEEKLY 6 24MONTHLY 0 0 NEVER 0 0
GANDHI NAGAR
CHANNI HIMMAT
VISIT NO . OF RESPONDENTS
PERCENTAGE
DAILY 9 36
WEEKLY 16 64
MONTHLY 0 0
NEVER 0 0
Changes in condition of visi cooler.
GANDHI NAGAR
PARTICULAR NO. OF RESPONDENT
PERCENTAGE
YES 10 40 NO 15 60
CHANNI HIMMAT
PARTICULAR NO. OF RESPONDENT
PERCENTAGE
YES 3 12 %NO 22 88%
Availability of product increased
GANDHI NAGAR
AVAILABILITY OF PRODUCT INCREASED
NO. OF RESPONDENT
PERCENTAGE
YES 20 80
NO 5 20
CHANNI HIMMAT
AVAILABILITY OF PRODUCT INCREASED
NO. OF RESPONDENT
PERCENTAGE
YES 17 68
NO 8 32
Activation of outlet increased
GANDHI NAGAR
ACTIVATION INCREASED
NO. OF RESPONDENTS
PERCENTAGES
YES 21 84
NO 4 16
CHANNI HIMMAT
ACTIVATION INCREASED
NO. OF RESPONDENTS
PERCENTAGE
YES 19 76
NO 6 24
FINDINGS
SUGGESTIONS
CONCLUSION