A Project on Deep RED Sumedha

A Project Report

On

MARKET DEVELOPER’S PRODUCTIVITY

SUBMITTED TO

Hindustan Coca-Cola Beverage Pvt. Ltd. ( Ranchi)

SUBMITTED BY

SREE SHIVAMUnder the guidance of

Mr. Anjani Kumar Capability Team Leader

Hindustan Coca-Cola Beverage Pvt. Ltd. (Ranchi)

XAVIER INSTITUTE OF MANAGEMENT

JUNE, 2012

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Certificate of Approval

The following Summer Internship Report titled “Market Developer’s Productivity ’’ is hereby approved as a certified study in management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of Master in Business Administration for which it has been submitted. It is understood that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the summer internship report only for the purpose it is submitted.

Organizational Guide

Mr. Anjani Kumar

Capability Team Leader

HCCBPL, Ranchi

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PREFACE

The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join Coca-Cola- one of the biggest brand in beverages in the world. I achieved lots of experience and confidence over the past seven week which will help me to take the future responsibility on my shoulder.

During this period, I was given a work to focus on the Market Developer’s Productivity and to provide some suggestions to enhance it. In the training program I had tried my level best to arrange the work in systematic and chronological way.

This endeavor work shall provide the Coca-Cola marketing department, an idea about market condition. Therefore, I hope with all sincerity that this work shall be of definite use to the organization.

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AKNOWLEDGEMENT

I wish to express my gratitude to Hindustan Coca-Cola Beverages Private Limited (Ranchi), management for giving me an opportunity to be a part of their esteemed organization and enhance my knowledge by granting permission to do my summer training project under their guidance.

I am grateful to Mr. Anjani kumar (Capabilty Team Leader), Mr. Geneis Bajaj (Marketing Executive), Mr. Abhishek (HR) my guides, for their invaluable guidance and cooperation during the course of the project. They provided me with their assistance and support whenever needed that has been instrumental in completion of this project. I further extend my thanks to all the employees for the appreciation and cooperation given by them to help me in gathering information of the market survey especially Market Developers (MD). Finally I also indebted to my faculty members, parents, friends and family members who have been a constant source of inspiration for whatever I am because of their blessing.

The learning during the project was immense & invaluable. My work basically included the study of various ways for improving Deep RED Score for the company. The present report is an amalgamation of my thoughts and my efforts to study the various ways of improving the Market Developers productivity in the company. Further a detailed study has been done in order to suggest the company the feasible strategies that would enhance its market share.

SREE SHIVAM

(Summer Trainee)

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DECLARATION

I do hereby declare that this project work entitled “Market Developer’s Productivity” submitted by me for the partial fulfillment of the requirement for the award of Master In Business Administration (MBA) is a record of my own research work. The report embodies the finding based on my study and observation and has not been submitted earlier for the award of any degree or diploma to any Institute or University or Company.

Date: 16-06-2012

SREE SHIVAM

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TABLE OF CONTENTS

Page no.

Executive Summary…………………………………………………………………………………………………7-9

History Of Soft Drink In Ranchi………………………………………………………………………………….10

Customer Of HCCBPL………………………………………………………………………………………………11

Segmentation Model- Key Accounts……………………………………………………………………….12

Deep RED……………………………………………………………………………………………………………….13-14

Dee RED- Analysis And Evaluation In Retail Outlets……………………………………………….15-17

Objectives & Scope of The Study………………………………………………………………………………18

Major Findings In Deep RED……………………………………………………………………………………19-21

Conclusions…………………………………………………………………………………………………………….22

Recommendations………………………………………………………………………………………………….23

Deep RED Scoring Sheet………………………………………………………………………………………….24-32

References………………………………………………………………………………………………………………33

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EXECUTIVE SUMMARY

Market Developers Productivity

Analysis and Evaluation of the productivity of Market Developers and some suggestions to enhance their efficiency

Low per capita income, lesser awareness about branded products, predominant rural population, widespread illiteracy and ignorant attitude towards maney product preference are some of the most pronounced characteristics of Indian middle class consumers. This kind of demographic distribution makes it hard for companies to sell a product which neither falls under the category of need nor under necessity. India is a country of over a billion people, with a very low per capita consumption of soft drinks. An independent study shows that out of 120 billion liters of non-alcoholic beverage consumed in India, only 12% falls under the ready-to-drink category. Here in lies the next big opportunity. With increased urbanization, growth of the middle class and both spouses coming under employed category, increasing number of people are getting introduced to ready-to-drink packaged drinks, which opens up a vast potential for new and untapped consumer section.

HCCBPL (Hindustan Coca-Cola Beverage Pvt. Ltd.), a subsidiary of The Coca-Cola India, deals in a category which is not only price driven but also doesn’t fall in the previously mentioned need or necessity category. To sell such a product, certain procedures are adopted by the company which not only increases its visibility but also encourages the customer to go ahead and buy the product. Building quality products and long lasting relationships with customer is at the heart of the whole strategy. It’s by striving to achieve closer relationships with customers that sustainable relationships can be established. To pursue this task in market place execution, they have implemented a program called ‘Deep RED’, a subset of RED(Right Execution Daily), for their key account customers; like modern trade retail outlets, cinema, eating and drinking joints, etc . This program maintains a comprehensive tab on each outlet that how efficiently they implement and maintain merchandising standards. It eventually helps them to identify key areas where improvements can be made.

HCCBPL has been working on RED since February, 2006. The company believes that its success depends on their ability to connect to customers and step up to meet their demands. Company’s success further depends on the ability of their own people to execute effectively every day. A.C. Nielson conducts a survey each month to measure the impact of Deep RED. It conducts the survey by visiting all Deep RED activated outlets and benchmarks them on the prescribed merchandising standards of Deep RED. Then an amortized report about the same is sent to HCCBPL. Deep Red is basically for:-

For vertical growth of company’s business through its existing outlets by getting improved volumes. For better fill rates of its SKUs that converts into good availability in the market. For better control over market. It decides and indicates the health of company’s business in market.

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It encourages as well demands better execution in the market. It helps in increase in market share as well increase space occupancy in modern trade outlets which is precious.

This research was focused on increasing the productivity of market developers , carrying out the study in all verticals recommending the organization for further increasing the productivity take off and improvements and analyzing the causes behind the low MD productivity in HCCBPL, Ranchi.

Major Findings From The Research Are Listed Below:-

1. In Ranchi, Coke is having approximately more than 75% market share.2. Most of the outlets did not have stock of all the Coca-Cola variants that included both carbonated sweetened

drinks and juice which apparently resulted in low scores of Deep red. 3. Service of coke is much better than PepsiCo.4. Availability of coke product is much more than PepsiCo.5. In overall market, activation of coke is more attractive and approachable as compared to PepsiCo.6. Coke Personnel is more dedicated towards developing and maintaining good relationship with its customers.7. Coke product is more visible in outlets as compared to other beverage brands.8. Market Developer of coke put their best effort to arrange the coke products in brand order that results into

attractive visibility and triggers impulse buying.9. In some stores some variants were available in excess while some were completely missing10. There is no OBM/ Promotional messaging with price communication in Modern trade’s outlets.11. In cinema and some outlet of Eating & Drinking company has done very attractive activation.12. Some modern trade outlet like Big Bazaar & Vishal Mega Mart are having discount offer from company for end

consumer but that is not advertised with coke standee.13. Most of the modern trade outlets are not having discount offer from company for end consumers14. In most of the Convenient Store, there is no any warm beverage section because of lack of space in outlet. So

there is lack of visibility. 15. In very few store there is vertical display. 16. Warm display near the cash tills generate more product take off.17. The products that did not have any kind of promotional package with them had a very static movement pattern

and their share of visible index (SOVI) was less as well. 18. 50% of KO cooler in Deep RED outlets are impure.19. In modern trade, company is losing more than 60% in total composite availability section20. There is hardly any kind of activation in modern trade outlet. And in equipment section, it is losing 50% because

of impurity.21. In total score of modern trade company is losing 68% and gaining only 32% mainly because of weak supply and

activation.22. In eating & drinking company is losing 40% in availability section and 52% in activation section.23. Overall in Deep RED outlets company is losing approximately 43% in availability section and approximately 49%

in activation and 33% in equipment section.24. Apart from this sometimes customers do not get what they have ordered exactly because of order punching

problem.

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25. To deliver goods to customer, transportation is also a major issue.26. Supply of product is not on time because of huge demand and less stock in warehouse as well as in C&F. it

affects the Fill Rates and ultimately hits the productivity of the MD’s.27. Sales of KINLEY WATER is very less because of fewer discount is given to the outlet.28. Availability of juice is very less as compared to carbonated beverage.29. Ready stock sales also hampers the productivity to a great extent of the MD’s .30. Shortage of supply of products leads to bouncing off of orders affecting th productivity again.31. Some of the inactive counters still shows in the PJP(Permanent Journey Plan) which affects the productivity.

Some suggestions that will help rectify above problems:-

1. Make the stock available of all variants in all the stores because company is losing 60% of Deep RED score in availability section only.

2. Keeping the visi-cooler always filled with coke products so that chilled availability can be maintained specially of immediate consumption packs.

3. A dedicated and responsible Market Developer who will monitor stores like Big Bazaar, Vishal Mega Mart, 9 to 9 from where we get maximum sales , so that in case any of these outlets are out of stock, it can be reported and replenish with immediate effect.

4. Try to maintain the FEFO(first expiry first out) of all the products and near to expiry stock can be pushed into the market with discounts.

5. Proper and visible communication of the all promotion being run on the various SKU’s on coke branded OBM.

6. In deep red outlet, Try occupying maximum space of floor stack units, impulse racks or warm display near cash counter as it increases the visibility of products with attractive displays.

7. More attractive point of purchase (POP) displays with the help of standees, track style boards, neck ringers, floor stock units especially in big bazaar and Vishal Mega Mart.

8. A video advertisement of Coca-Cola products at maximum footfall area like Church complex and through large LCD will increase sales.

9. Proper arrangement of all the coke products together in brand order.10. Extra availability of fast moving and preferred brands.

11. A flex board featuring Coke Zone can be used and put above the shelves of Coca-Cola product in big bazaar, Vishal Mega Mart which is visible from all the extreme corners for increasing the visibility.

12. As Coca-Cola is an official sponsor of FIFA world Cup, this association can be used as a coke promotion in stores having sports and kids zone.

13. In all outlets of Eating & Drinking, company should give activation elements like-Menu board, Leaflets, poster of food association or combo offer and t-shirts to the staff to increase activation.

14. PJP (Permanent Journey Plan ) alignment so as to use the MD’s time efficiently.

15. Removal of names of inactive counters so that productivity can be increased.

16. Provide smooth supply of products to avoid situations of bouncing off of orders.

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17. Developing congenial relationship is the ultimate thing which can be used for increasing the productivity of the Marketing Developers.

HISTORY OF SOFT DRINK IN RANCHI

When Coca- Cola re-entered the Indian market The Hindustan Coca-Cola Beverages Pvt. Ltd. of Patna, Bihar on lease for 20 years in 1997- 98 started its operation. The first product launched by Hindustan Coca-Cola Beverages Pvt. Ltd. of Patna was Coca-Cola and after that all the remaining products came in the Bihar market.

The soft drink market in India is quite wide. The production of soft drink in Bihar was stated on 27th with March 1967 with installation of a Coca-Cola bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr. Dharma Chad Kumari which was named as Steel city Beverages Pvt. Ltd. The company controlled the lions share in the soft drink market for nearly 10 years. Parle also entered this field in Bihar with the installation of bottling unit in collaboration with Mr. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with the advent of Janta Party Government, it created trouble for Coca-Cola which led to withdraw its operation from India.

After the withdraw of Coca-Cola from India the Parle monopolized the soft drink market in Bihar and took a lions share of the beverages product from the industry even after Mc. Dowell pure drinks and local drinks entered into the market. They would not complete with Parle. Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the India market. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th March 1991 owned by Kamani's collaboration with Birla Group which was once the bottling plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario of Bihar also changed dramatically. Coca-Cola establishes its bottling plant in Jamshedpur (Now in Jharkhand) and Patna to counter its archrival Pepsi. A soft drink is a non-alcoholic beverage. It is artificially flavored and content no fruit juice or pulp. The invent of soft drink is really a classic example of today's marketing theory which says “The real marketing spirit of marketing man lies behind the fact of identifying a need, a real need of consumer and providing him the product to fulfill his need”.

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CUSTOMERS OF HCCBPL

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Customer of HCCBPL

Fragmented Trade

Grocery store

Eating & Drinking outlets

Conveniance

outlet

Key Account

Modern Trade

Hyper Store

Super Store

Convenio Store

Eating & Drinking

QSR/

Take

away

Fine

Dine/

Night life

Cinema

Multiplex

SEGMENTATION MODEL- KEY ACCOUNTS

Key Accounts outlets can be segmented into channels and sub channels

1. Modern trade Hyper market Super market Convenio Cash & carry

2. Eating & Drinking QSR Take Away FINE Dine Night Life

3. Cinema Multiplex Single Screen

4. Entertainment & Leisure Hotels Amusement park

5. Travel Airlines- Budget Airlines- Full Service Airport Kiosks Fuel Station

6. Institutions At Work CSD Education College/ School Canteen Hospitals Canteen

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DeeP RED

In Deep RED, Picture Of Success (PicOS) has been defined for the following channels.

Channel type

1. Modern trade Hyper market : >10 check-out counters Super market : 4-9 check-out counters Convenio : 4 check-out counter

2. Eating & Drinking QSR / Take Away : Table service Self service FINE Dine / Night Life : Pubs and Discotheques

3. Cinema Multiplex

Picture of success(PicOS)

PicOS enables the company to focus on its execution efforts, and helps the company to transform its customer into more successful outlets.

PicOS is used as a guide, and it helps the company to not lose its focus on its execution efforts The PicOS elements are the key strategic execution elements for Creation, Registration, Evaluation&

Maintenance of Execution KPIs. These elements are as follows:

1. Chilling Equipments Equipment type and Equipment Standards

2. Availability Coverege (Brands & Packaging) Price Communication & Price based Promotions. SOVI ( share of visible index)

3. Activation POP (Material Or Campaign) Activation Equipments

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Future Consumption Route: This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product.

A. Key Accounts: The customers in this category has good image value in market and collectively contribute a large chunk of the total sales of the Company. It basically consists of organizations that buy large quantities of a product in one single transaction. The Company provides goods to these customers either on credit payments being made by them after a certain period of time i.e. either a month of half a month or immediate cash payment.

Examples: Modern trade retail outlets, Clubs, fine dine restaurants, hotels, Corporate houses, modern trade retail outlets etc.

Immediate Consumption Route: The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little into the next day i.e. the products are consumed at a fast pace.

B. Fragmented Trade: The customers in this category are grocery stores, restaurants, streets, vendors, mass merchandisers, conveniences stores, small eating and drinking outlets, dhabas, street side vendors among others. These retailers are directly connected to the end user of coke. The outlets can be classified as per three criteria :

Segment E &D :Those outlets where people visit to eat and drink are known as eating and drinking outlets. Such as Restaurants and Hotels, Dhabas.

Convenience: Convenience outlets ate those outlets where people visit regularly for various purposes like stationary shop, S.T.D – Booth, Betal Shop and general Store.

Grocery :Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops.

Based on Volume Pattern According to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four different segments such as:

Diamond :Those outlets, which give an annual sale of Coca - Cola products more than 800 cases. Gold: Those outlets, which give an annual sale of Coca - Cola products between 500 to 799 cases Silver: Those outlets, which give an annual sale of Coca - Cola products between 200 to 499 cases. Bronze: Those outlets, which give an annual sale of Coca-Cola products less than 200 cases.

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Deep RED : ANALYSIS AND EVALUATION OF KEY ACCOUNT OUTLETS

Hindustan Coca-Cola Beverages Pvt. Ltd. India division Under Eurasia Operating Group has been working on RED i.e. Right Execution Daily Since FEB 2006. Coca-Cola company believes that its success depends on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire, needs and lifestyles choices, company success further depends on the ability of their people to execute effectively every day.

Deep Red is one such effort which they use for analyzing their success in their key accounts business. It emphasizes on improving the merchandising standards and providing a better visibility in every outlet to each of their product so that it is more approachable to customer. It analyses each and every outlet on three broad fronts i.e. equipment, availability and activation. Each of them carries a certain set of standards and carries different share in total scoring.

HCCBPL has been working on RED since February, 2006. The company believes that its success depends on their ability to connect to customers and step up to meet their demands. Company’s success further depends on the ability of their own people to execute effectively every day. A.C. Nielson conducts a survey each month to measure the impact of Deep RED. It conducts the survey by visiting all Deep RED activated outlets and benchmarks them on the prescribed merchandising standards of Deep RED. Then an amortized report about the same is sent to HCCBPL. Deep Red is used for following purposes:-

For vertical growth of company’s business through its existing outlets by getting improved volumes. For better fill rates of its SKUs that converts into good availability in the market For better control over market It decides and indicates the health of company’s business in market It encourages as well demands better execution in the market It helps in increase in market share as well increase space occupancy in modern trade outlets which is precious

Deep RED broadly divides HCCBPL key account customers in following categories:-

1. Modern Trade Retail Outlets: Modern trade outlet channel is a distribution channel function where the retailing organization will buy products from certain manufacturers and then sell it directly to consumers. A retailer is a reseller from which a consumer purchases products. They contribute to the bulk sales of HCCBPL. They can be further categories in:-

a) Hypermarket :a superstore which combines a supermarket and a department store. The result is a very large retail facility which carries an enormous range of products under one roof, including full lines of groceries and general merchandise. In theory, hypermarkets allow customers to satisfy all their routine weekly shopping needs in one trip. The stores which have more than 10 check-out counters are categorized as Hyper market. E.g. Wallmart etc.

b) Super market : A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore. The supermarket typically comprises meat, fresh produce, dairy, and baked goods departments along with shelf space reserved for canned and packaged goods as well as

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for various nonfood items such as household cleaners, pharmacy products, and pet supplies. Any store having more than 4 and less than 10 check-out counters comes under category of supermarket. E.g. Big Bazaar etc.

C) Convenio Store : It is small store or shop that sells items such as fruits , vegetables, staples, home need stuff candy, ice-cream, soft drinks, lottery tickets, cigarettes and other tobacco products, newspapers and magazines, along with a selection of processed food and perhaps some groceries. Any store having 1-4 between check-out counters under this category E.g.9 to 9 Super Mart, Reliance Fresh, Spencer etc.

2. Cinema :They work not only as entertainment joint but as a customer for Coca-Cola products as people can use such joints for the purchase of coke during any movie. Only multiplex comes under this category.

3. Eating and drinking outlets: Those outlets where people visit to eat & drink are known as Eating & Drinking outlets. Such as McDonalds, Domino’s, Crown Castle, 17Degree etc.

The Deep RED scoring take into consideration the following parameters while deciding the activation and availability standards in any outlets:-

Equipment:-

a) Whether the visi-cooler is present in the outlet or not?b) Is the visi-cooler pure (does not contain any other item other than coke?

Availability:-

a) Whether all the coke variants are available in all the sizes and packs in adequate quantity or not?b) Whether they have vertical display or not?c) Proper and adequate facing of all Coca-Cola products has been done or no.d) Does KO juices products have adequate share in Beverage section? e) Does sparkling sweetened drinks have adequate share in beverage section and chilled space?

Activation:-

a) Whether there is any visible promotion of offers or not? b) Whether coke products are there in secondary warm display or not? c) If Multi pack pick and mix are their then are they displayed or not?

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Modern Trade OutletsAnd Its Beverage Section

Chilled Station And Warm Display In BIG BAZAAR

Chilling Equipment And Warm Display In Vishal Mega Mart, Patna

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OBJECTIVES OF THE STUDY

a) To know the reason behind low Deep RED (Right Execution Daily) score. b) To know the availability of activation element in Deep RED outlet. c) To identify suitable activation element according to the outlet's location. d) To know the impact of activation element on sell when keep it outside. e) To know the impact of activation element on customer.

SCOPE OF STUDY

a) The main scope of study is to understand the impact of S.G.A (Sales Generating Assets) on sale. b) To increase Deep RED score of the outlet. c) To fill the gap of activation element in different Deep RED outlet. d) To make a platform for market developer to work on difficult Deep RED outlet.' e) To analyze the various aspects of marketing and sales. f) To analyze the critical areas where improvement is needed

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MAJOR FINDINGS IN Deep RED

1. In Bihar, coke is having approximately more than 85% market share.2. Service of coke is much better than PepsiCo.3. Availability of coke product in outlets is much more than PepsiCo.4. In overall market, activation of coke is more attractive and approachable as compared to PepsiCo.5. Coke Personnel is more dedicated towards developing and maintaining good relationship with its customers.6. Coke product is more visible in outlets as compared to other beverage brands.7. Market Developers of coke put their best effort to arrange the coke products in brand order that results into

attractive visibility and triggers impulse buying.8. Most of the outlets did not have stock of all the Coca-Cola variants that included both carbonated sweetened

drinks and juice which apparently resulted in low scores of Deep red. 9. In some stores some variants were available in excess while some were completely missing10. There is no OBM/ Promotional messaging with price communication in Modern trade’s outlets.11. In cinema and some outlet of Eating & Drinking company has done very attractive activation.12. Some modern trade outlet like Big Bazaar & Vishal Mega Mart are having discount offer from company for end

consumer but that is not advertised with coke standee.13. Most of the modern trade outlets like 9 to 9 super market, IN & OUT etc. are not having discount offer from

company for end consumers.14. In most of the Convenio Store, there is no any warm beverage section because of lack of space in outlet. So there

is lack of visibility. 15. In very few store there is vertical display. 16. Warm display near the cash tills generate more product take off. 17. The products that did not have any kind of promotional package with them had a very static movement pattern

and their share of visible index (SOVI) was less as well. 18. 50% of KO cooler in Deep RED outlets are impure.19. In modern trade, company is losing more than 60% in total composite availability section20. There is hardly any kind of activation in modern trade outlet. And in equipment section, it is losing 50% because

of impurity.21. In total score of modern trade company is losing 68% and gaining only 32% mainly because of weak supply and

activation.

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losing 50% in

Equipment

losing 98% in Activation

losing 62% in

Availability

Equipment Availability Activation Total0

20

40

60

80

100

120

Total %% Of Gaining

22. In eating & drinking company is losing 40% in availability section and 52% in activation section.

Equipment Avialability Activation Total0

20

40

60

80

100

120

Total %% Of Gaining

23. There is only one multiplex in Patna named Cinepolis. There, company is losing 25% in availability section because of absence of juice.

24. Overall in Deep RED Outlets, Company is losing approximately 41% in availability section and approximately 50% in activation and 33% in equipment section.

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Losing 52% in

activation

losing 50% in equipment

losing 40% in

availability

Losing 50% in

activation

losing 33% in equipment

losing 40% in

availability

Equipment Availability Activation Total0

20

40

60

80

100

120

Total% Of Gaining

25. Apart from this sometimes customers do not get what they have ordered exactly because of order punching problem.

26. To deliver goods to customer, transportation is also a major issue.27. Supply of product is not on time because of huge demand and less stock in warehouse as well as in C&F. it

affects the Fill Rates 28. Sales of KINLEY WATER are very less because of fewer discounts is given to the outlet.29. Availability of juice is very less as compared to carbonated beverage.

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CONCLUSION

On the basis of above findings it can be concluded that the company is basically losing its major score due to stock unavailability and low visibility of its product. Customers prefer such products which are not only visible but also readily available for consumption and any product which carries a promotion on it becomes preferable not only by the end user but also the retailer.

Activation in all Deep Red activated outlets can only be possible when available with proper amount of stock and equipment and activation elements. A regular check on all the activated outlets along with the analysis of movement of stock can result in better performance thereby increasing the Deep Red score and improved sales of various SKU’s. Analysis of shopping preference and habits of the customers can give a broad understanding of their consumption pattern and accordingly strategies can be developed with proper mix of sales staff, SKU’s, promotions , communication and activation. Focusing on these factors set of solution can be crafted such as repositioning of products on display or remodeling the entire store will result in better business and increased sales.

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RECOMMENDATIONS

Some suggestions that will help rectify above problems:-

1. Make the stock available of all variants in all the stores because company is losing 60% of Deep RED score in availability section only.

2. Keeping the visi-cooler always filled with coke products so that chilled availability can be maintained specially of immediate consumption packs.

3. A dedicated and responsible Market Developer who will monitor stores like Big Bazaar, Vishal Mega Mart, 9 to 9 from where we get maximum sales , so that in case any of these outlets are out of stock, it can be reported and replenish with immediate effect.

4. Try to maintain the FEFO(first expiry first out) of all the products and near to expiry stock can be pushed into the market with discounts.

5. Proper and visible communication of the all promotion being run on the various SKU’s on coke branded OBM.

6. In deep red outlet, Try occupying maximum space of floor stack units, impulse racks or warm display near cash counter as it increases the visibility of products with attractive displays.

7. More attractive point of purchase (POP) displays with the help of standees, track style boards, neck ringers, floor stock units especially in big bazaar and Vishal Mega Mart.

8. A video advertisement of Coca-Cola products at maximum footfall area like food court in P & M Mall and through large LCD will increase sales.

9. Proper arrangement of all the coke products together in brand order.10. Extra availability of fast moving and preferred brands.

11. A flex board featuring Coke Zone can be used and put above the shelves of Coca-Cola product in big bazaar, 9 to 9, Vishal Mega Mart which is visible from all the extreme corners for increasing the visibility.

12. As Coca-Cola is an official sponsor of FIFA world cup 2010, this association can be used as a coke promotion in stores having sports and kids zone.

13. In all outlets of Eating & Drinking company should give activation elements like-Menu board, Leaflets, poster of food association or combo offer and t-shirts to the staff to increase activation.

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Deep RED Scoring Sheet For Modern Trade

Equipment section

Q no. Questions Hyper Super Convenio Remarks 1. Do we have a Coca-Cola

cooler present in a working condition (including co-branded cooler)

5 5 5 Any KO branded cooler presence in any part of the outlet (including co-branded cooler). Must be in working condition

2. Is the Coca-Cola cooler 100% pure?

5 5 5 Cooler has to be 100% pure with only KO products. In case store has more than one cooler, all cooler have to be pure.

Equipment total 10 10 10

Q no. Hyper Super Convenio Remarks Category Sparkling juices Sparkling juices Sparkling JuicesShare Of Visible Inventory

3. Do we have adequate warm SOVI in beverage section? Beverage section include Pallet racks.

10 10 10 10 10 10 Sparkling SOVI: 50% or more. Juice SOVI: 30% or more

4. Do we have adequate chilled SOVI in total chilled space available?

10 10 10 10 10 10 Sparkling SOVI: 33% or more. Juice SOVI: 15% or more

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Q no. Hyper Super Convenio Remarks Category Sparklin

gjuices Sparkling juices Sparkling Juices

Availability (Warm + Chilled)

5. Mobile PET availability: SPARKLING (600ml)- Brand Coke+3; Maaza Mobile (400/600ml)

10 8 10 8 10 8 Min no. of each flavor: Hyper=> Sparkling24; Maaza 8; Super=> Sparkling12; Maaza5; Convenio=> Sparkling 6; Maaza 3

6. Minute maid mobile availability (400ml)-any flavor

-------- 7 ---------- 7 --------- 7 Min no. of bottles (all flavors combined): Hyper=> Minute maid 8; Super=> Minute Maid 5; Convenio=> Minute Maid 3

7. Home PET availability (1.25L/1.5L) Brand Coke+3

10 ------- 10 -------- 10 ------- Min no. of bottles of each flavors: Hyper=>24; Super=>12;Convenio=>6

8. Large/party PET availability: Sparkling (2L/2.25L)-Brand Coke+3; Maaza Large PET(1.2L)

10 10 10 10 10 10 Min no. of bottles of each flavors: Hyper=>Sparkling24; Maaza8; Super=> Sparkling12; Maaza5; Convenio=> Sparkling6; Maaza3

9. Minute Maid Large Pack (1L)- Any flavor (includes 100% tetra)

------- 10 --------- 10 --------- 10 Min no. of bottles (all flavors combined): Hyper=> Minute maid 8; Super=> Minute Maid 5; Convenio=> Minute Maid 3

10. Can availability 10 --------- 10 -------- 10 ---------- All outlets=> Diet Coke-Min 24 cans & All other flavors combined- Min 24 Cans

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Q no. Hyper Super Convenio Remarks Category Sparkling juices Sparkling juices Sparkling JuicesVisibility (Warm+ Chilled)

Visibility Anywhere in the Outlet

11. Mobile PET facings: Sparkling(600ml); Maaza facings (400/600ml). (Sparkling facings: All flavors combined; Juice facings: Maaza facings)

10 8 10 8 10 8 Min no. of facings ( All flavors combined): Hyper=> Sparkling24; Maaza 8; Super=> Sparkling12; Maaza5; Convenio=> Sparkling 6; Maaza 3

12. Minute Maid Mobile PET facings(400ml)-All flavors combined

-------- 7 --------- 7 -------- 7 Min no. of facings (all flavors combined): Hyper=> Minute maid 8; Super=> Minute Maid 5; Convenio=> Minute Maid 3

13. Large PET facings: Sparkling (1.25L/1.5L/2L/2.25L); Maaza facings (1.2L) Sparkling facings: All flavors combined; Juice facings; Maaza facings

10 10 10 10 10 10 Min no. of facings ( All flavors combined): Hyper=>Sparkling24; Maaza8; Super=>Sparkling12; Maaza5; Convenio=> Sparkling 6; Maaza 3

14. Minute Maid large pack facings (1L)-Any flavor (includes 100% tetra)

--------- 10 ----------- 10 ---------- 10 Min no. of facings (all flavors combined): Hyper=> Minute maid 8; Super=> Minute Maid 5; Convenio=> Minute Maid 3

15. Can facings 10 -------- 10 ---------- 10 --------- Min no. of facings: Hyper=>16; Super=>10;Convenio=>6

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Q no. Hyper Super Convenio Remarks Category Sparkling Juices Sparkling juices Sparkling juices

16. Vertical display of KO brands in (1) Store Racks in beverage section/ non beverage section), or (2) Pallet Racks, or (3) All coolers (KO brands or Store coolers / Chillers or Vendor coolers) (Excluding Thematic display like Maaza, MMPO, Diwali etc.)

10 10 10 10 10 10 Store Racks/ Store Chillers:Min 4 KO brands should be displayed as per “vertical display” either in store racks or store chillers.KO Coolers & Pallet rackshould have complete vertical display

Total of SOVI+Availability+Visibility

100 100 100

Availability composite score

70 70 70

Activation Section

17. Any multipack activation on KO products (Must be with price communication). Min 2 bottles of Mobile Multipack & Min 4 bottles for large PET

8 8 8 Any one of the following: (1) juice bundling with communication on sticker, or (2) Large PET Multipack with handle with communication on sticker, or (3) Tetra Multipack, with communication or (4) can Multipack, (Pack of either 4 or 6 cans)

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Q no. Hyper Super Convenio Remarks

18. Any visible brand coke activation: OBM/promotional messaging (Must be with price communication)

4 4 4 Anywhere in the outlet (Pole Header/ Cooler Strips/Shelf Strips/Category Divider/Neck Ringers/ Posters/ Danglers/ Etc.

19. Any visible occasion based messaging (with price communication) on Coca-Cola products (Excluding OBM on Brand Coke)

4 4 4 Anywhere in the outlet- OBM either on Pole Header/ Cooler Strips/ Shelf Drivers

20. Secondary warm display in pallet racks/ FSU (either open bottle display with in-between transparent sheets/ with in-between tray. Must be with price communication thru a pole standee/ Header

4 4 4 Hyper-4 cases;Super- 4 cases;Convenio-2 cases;In any one particular pack size.Pallet rack for hyper& super; FSU for convenio

ACTIVATION TOTAL

20 20 20

TOTAL SCORE 100 100 100

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Deep RED Scoring Sheet-Eating & Drinking

EQUIPMENT

Q.No Question QSR/Take Away Fine Dine/Night Life Remarks

Do We have a visible and working KO CD equipment inside the outlet

______ ______ Any Working Coca-Cola Cold Drink Equipment has to be present in the outlet. At least one Cooler should be in a location visible to the consumer. Foutain/Bar Gun can be under/bihind the counter

1. Is the equipment as per standard ?

10 10 QSR/Take Away-Min 9 Caser Chilling equipment/Fountain dispenser:Fine Dine/Night Life-Min 9 caser chilling equipment/Fountain dispenser /Bar Gun,Retro cooler or counter Top Cooler

2. Is the equipment 100% Pure ?

10 10 Applicable for Cooler only. All Fountain to be considered as 100% Pure

Equipment Total 20 20Availability Section

3.Do we have sparkling Flavor availability?

25 20 QSR/Take Away: Brand Coke+2 of RGB/CAN/PET/Fountain (Minimum 6 Chilled bottles/SKU required);Fine Dine/Night Life: Brand Coce+3 of RGB/CAN/Fountain (Minimum 6 Chilled bottles/SKU required);

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Q.No Question QSR/Take Away Fine Dine/Night Life Remarks

4. Do we have juice flavor available in outlet?

5 5 All Outlets: Any Juice Flavor in RGB/PET/Tetra pack (Minimum 6 Chilled bottles required.)

5. Is Diet Coke available in outlets?

5 5 All Outlets: DKO in Can/PET/Fountain.(Min. 6 Chilled units required)

6. Do we have Kinley/Bonaqua water available ?

5 5 All Outlets: (water 500ml/1 ltr) available in PET. (Min 6 Chilled Bottles)

7. If Fountain, do we have multi cup strategy?

5 N/V Visible Branding or Communication of Multicup availability and pricing inside the outlets. In case Outlets Does not have a Fountain Machine, Shift score to sparkling flavour availability (Q3)

8. Do we have Schweppes range ?

N/V 10 Schweppes brand Tonic water/Soda availability inside the outlet (Min 6 chilled bottles Availability of any SKU)

AVAILABILITY TOTAL 50 50Activation

9. Beverage Listing in Menu Board /Menu Card/Tent Card (With Price Communication)

10 10 QSR/TAKE AWAY to have Beverage Listing in Menu Board /Menu Card must be with price Communication.FINE DINE/ NIGHT LIFE to have Beverage Listing in Menu Card/Tent Card (with price communication)

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Q.No Question QSR/Take Away Fine Dine/Night Life Remarks

10. Availability or Communication of Any Food Combo/Food Association with KO Product?

10 10 QSR/TAKE AWAY: Combo of Food and KO Beverages: must be with price Communication.FINE DINE/ NIGHT LIFE: Any Food Combo/ Food Association with KO Product

11. Any other visible Coca-Cola branding inside the outlet ?

5 5 Any Secondary branding options such as coasters/Counter display Branded staff T-Shirt /Bubbling Glass/Coke Branded Cups

12. Leaflets/Box Toppers with Coca-Cola product logo or beverage listing or bill buster OR Mixer activation with Coke Product?

5 5 QSR/TAKE AWAY: Take away leaflets to suggest presence of Coca-Cola product like logos, or beverage listing or bill buster.FINE DINE/NIGHT LIFE: Mixer activation with Alcohol either in Menu Card or Tent Cards

ACTIVATION TOTAL 30 30TOTAL SCORE 100 100

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Deep RED Scoring Sheet ForCinema

Q.No. Question Multiplex RemarksEquipment Section

1 Is the equipment 100% pure?

10 Applicable for coolers only. All fountains to be considered pure.

2 IS the equipment as per standard?

10 Fountain dispenser/tower or min 9 caser cooler

EQUIPMENT TOTAL 20Availability Section

3 Do we have Sparkling Flavor availability?

20 BRAND COKE + 2 Either in RGB/CAN/PET(min 6 bottles chilled) or fountain.

4 Do we have juice available in outlet?

15 Any juice. Either in RGB/ PET/Tetra pack.

5 Is Diet coke available in outlet?

10 In CAN/PET or fountain

6 Kinley/Bonaqua/Schweppes water availability (500/1lit)

5 Min 6 Bottles (chilled or warm)

7 Higher MRP Package availability of KO products

5 RGB(MRP Rs 12 or higher), mobile-(sparkling/juice at MRP 30 or higher), and CAN(MRP Rs 45 or higher),500ml water (MRP Rs 20 or higher), 1L water (MRP Rs. 30 0r higher).

8 If Fountain, do we have multi-cup strategy?

5 Visible branding or communication of multicup availability & pricing inside the outlet.

AVAILABILITY TOTAL 60Activation section

9 COKE BRANDED Menu Board?

10 Menu Board showing food &KO beverage listing with price.

10 Is there a visible Brand COKE combo with popcorn available.

10 Either display or visual communication of the same.

ACTIVATION TOTAL 20TOTAL SCORE 100

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REFERENCE

Websites :-

www.coca-colaindia.com

www.thecoca-colacompany.com

www.google.com

www.tutor2u.net/business/gcse/marketing_promotion_sales.htm

www.eimpactpos.com/graphics/

Books Referred:-

Marketing Management: Philip Kotler

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