- The document discusses a summer project on Right Execution Daily (RED) for the Coca-Cola company in India. RED is a survey method used since 2007 to measure distributor performance through excellence in outlet execution.
- The author conducted RED surveys in 75 outlets over 2 months, assessing visi-cooler management, product availability, and activation. Most outlets scored well, and Limca was found to be the most popular brand.
- Based on findings, the author suggests increasing visi-cooler availability and providing better retailer schemes to maintain Coca-Cola's lead over Pepsi in the local market.
2. Introduction About the Coca-Cola CompanyCoca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, by John S. Pemberton, on May 8, 1886.
3. Now operating in more than 200 countries and producing nearly 400 brands.
4. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises –owned bottling operations.
5. The Coca-Cola Company also produces & markets non carbonated including water, juice drinks energy & sports drinks, tea & coffee.
6. Consumer Servings (per day): nearly 1.6 billion.Ranking: We own 4 of the world’s top 5 non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta.
10. In this present scenario Coca –Cola has tried to grab the 60% market share in IndiaIntroduction of Wave Beverages (P) ltd.Teja Singh Kandhari in 1968 started his own bottling company called Amritsar bottling company.
12. In 1976 when “Parle” started its product i.e. Thums up and Limca.
13. Then in 1987 they started their own plants for Mazza in Jandiala the capacity of this plant was 400 bottles per minute (BPM).
14. In 1994 this Amritsar bottling company was renamed and became Amritsar Beverages Pvt. Ltd.
15. In September 2006 the Amritsar Beverages was converted into Wave Beverages.(P) Ltd. What Is RED?RED (Right Execution Daily) is defined as a tool to measure the performance of the distributor in the outlet by setting up some standard or parameter of execution.
16. RED is the survey method that company started in 2007.
17. It adds value to customers and consumers through “Excellence in Execution” at the point of sale.
18. For the survey of RED Company had hired the person from A.C Nielson One of the best survey company. The survey gets done daily in a year. In the RED concept the Coca-Cola company done survey daily in the market.
19. A monthly report on RED is send to Hindustan Coca- Cola Beverages Private Limited.What does RED Do?Firstly, Check the visi-cooler management.
32. To get familiarize with the present market scenarioResearch MethodologySources of data collection PrimarySecondaryResearch designDescriptiveSample Design Non random samplingSize of sample75
33. Task and DutiesThis all task designed by the industry guide Mr. Saleem Haider.Firstly, the company give me a task observe the market trend from 1 to 10 July with three Market Developer in 9 different areas.
34. Secondly, the company give me a task make the 75 outlet RED score 100% in two areas Patti and Bhikhiwind with the Market Developer Mr. Sandeep Kumar in 11 to 10 August.
35. Finally, company give me final task in this task I show the result my training period and fill the questionnaire in 75 outlet Graphical Representation
43. The area of survey was Patti and Bhikhiwind area it was not fully developed area.
44. The psychological condition varies from place to place because in many places outlet owner was not supportive.
45. The study being undertaken in the peak season of May month might not have produced accurate data.
46. Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answerFindingsVisi-cooler problem in the market.
47. Some time the dealer not give the those scheme which provide the company.
57. Company should need Promotion program which was held for MMPO because "Jo DikhtaHaiWohBiktaHai"Future PlanCoca-Cola aims for gold by going green for 2010 Winter Olympics.
68. Customer demand is augmented day by day, which is not satisfied well on time.OpportunityCan increase its market share with proper planning and activation.
69. In the present scenario can come up with more verities in the fruit drink along with more flavours.
71. Various work channel, education channels, Hotels and multi activity channels.ThreatMay lose the market share to its competitor, if they don’t look upon the demands of retailers who ultimately sell product to the end customer.
74. I have concluded that market share of Coca-Cola is higher than Pepsi and almost all the outlets are selling the coke’s products.
75. I can suggest the company should work out early on their complaints regarding to visi cooler, Availability of visi cooler in the outlets should be increase so that sale could increase, Company should give proper scheme to the outlets and in the last I would like to say that Pepsi is far away from the Coke in the competition.AnyQuestion?