Study on Red (right execution daily) and Segmentation models of Coca –Cola.

1. PRESENTATION ON
PRESENTED BY :-
MD SARTAJ ALAM & DEEPAK KUMAR
MBA ( MARKETING )
CIMAGE COLLEGE PATNA

2. ACKNOWLEDGEMENTThere are few things that comes in life of a person may be for a short span of time ,but leaves on
ever shining impression into the mind .My Project report is one of the events, which will be ever
green in my life .It became possible only from the support and blesssing my well wisher that my
winter has been successfully accomplished .So , it becomes my moral responsibility to express my
gratefulness to each one of them.
With my sincere regards , I wish to acknowledge and gratitude to the Sales and Marketing
section of Coca –Cola ,Patna for granting permission and co-operation to conduct and study on Red
(right execution daily) and Segmentation models of Coca –Cola.
I am thankful to the Project Guide Mr. Nadeem Akhter Sir (Capability Executive) for their
proper guidance and their counselling due which I was able to accomplish this report.
I cannot miss to remember the blessing and affection of my parents and my family members
who provide me moral inspiration during my entire study period.
I also wish to thank all the friends , respondents and staff members of Coca –Cola, Patna for
their co-operation without which the smooth completions of the project would have not been
possible.
At the end , I would like to thanks all the above once again.

3. EXECUTIVE SUMMARY
The Project entitled to me is the ‘’A Critical Study of Impact of Right Execution Daily” &
‘’Segmentation models of Coca-cola’’.This Project has been done with the permission of
HINDUSTAN COCA-COLA BEVERAGES PVT.LTD.(HCCBPL) Patna ,Bihar. RED ( Right Execution
Daily) is a tool to measure sales team and distributor’s performance in the outlets with respect to
all parameters of execution for effective score of market execution compliance against the picture
of success. RED deals with all the departments from manufacturing to advertisement and its effect
the operating cycle as well. RED also deals with developing of market their targeting,segmenting
and positioning of products and it involves various strategies to the brand as well as the products
with enhancing the personality ,image ,identity , culture and beliefs etc. each and every day.The
person who drives the culture of RED is the market developers who is responsible for the
increasing market size by tapping the untapped market,proper execution of brands and
products,maintaining relationship with the market ,availability of brands,conveying of problems and
issues from market to companies etc.It will serve consumer in better manner,provides suggestions
to the company to improve their product sales,gives information about the competitor’s
products,and gives information about the size of the retail network.It gives information about the
services given by distributors to their retailors,and gives the information about customers demand
and satisfaction.

5. ABOUT
•Founder-John Stith Pemberton
•Country of origin- United States
•Introduced in- 1886
•Founder of coca-cola company – Asha Griggs Candler
•Incorporated in – 1892
•Head Quarter –Atlanta Georgia
•Area served – Over 200 countries
•Employees – 1,30,600 till Dec.2013
•Starting of franchise distribution from – 1889
•Chairman & CEO – Muhtar Kent
•Executive – Vice President – Ahmet bozer

6. REVENUE
• Revenue – US$ 46.854 billion (2013)
• Operating Income –US$ 10.228 billion (2013)
• Net Income – US$ 8.584 billion (2013)
• Total Assets – US$ 90.055 billion (2013)
• Total Equity – US$ 33.44 billion (2013)

11. THE COCA –COLA’S PATNA PLANT
Coke begins its operation on 4th sept.1998 by taking over the
franchise bottler. It is located at E-1 ,Industrial Area Patliputra
.Plant is spread over an area of 1.75 acres and houses most
sophisticated machinery to produce coca –cola and many
other brands marketed by the company. The manufacturing
unit of HCCBPL ,situated at patliputra Industrial area Patna
(Bihar),is the 3rd largest plant and one of the bottling
operations owned by the company. The plant has one RGB
(returnable glass bottles ) lines which yields 600 bottles per
minute . The plant can produce around 18000 cases of soft
drinks per day and employees 200 workers to do the same .

12. MANUFACTURING PROCESS
Water is received from the 300 ft. Tube well and it passes through the
water treatment plant, further passing through the sand filter and the
activated carbon filter so as to attain pure cleansed water .
In the syrup room the concentrate received from another bottling
plant situated at Pune, is blended with the sugar syrup.
Once both the water and the final syrup are ready, they are both
mixed together and sent to the carbonated section where carbon-
dioxide is added to the mixer to form the final product.
On the other hand simultaneously, the returnable glass bottles are
depalletised, inspected and washed for the purpose of filling in the final
product in it. The product is finally filled in the bottles,crowned( in case
of RGB),labelled and cased in order to sent in to the warehouse for
distribution.

14. DISTRIBUTION CHANNEL
MANUFACTURING PLANT PATNA
SALES AND DISTRIBUTION OPERATION
OUTLETSDISTRIBUTORS
OUTLETS

15. BRAND ORDER

17. COCA-COLA
It is the most popular and biggest selling soft drink in history ,as well as the best
known brand in the world.Created in 1886 in Atlanta Georgia by Dr. S. John Pamberton.
Coca – cola was first offered as a fountain beverage of Jacob’s Pharmacy by mixing
coca – cola syrup with carbonated water. It was patented in 1887 , registered as a
trademark in 1893 and by 1895 it was being sold in every states and territories in the
United States. In 1899 the Coca –cola began franchised bottling in the United States
and now today we can find coca –cola virtuallly in the world.

18. LIMCA
It is considered to be lemony in taste and comes under the category of cloudy lemon
because of its color, which is similar to that of clouds .It has to yield good sales
revenue. It is generally preferred by children and women .It was born in 1971.Limca
has been the original thirst of million of consumers of over three decades.The brand
has been dispelling healthy volume growth on year and limca continues to be among
the leading flavour soft drink in the country in the successful formula.

19. SPRITE
SPRITE :- It was introduced in 1961. It is world’s leading lemon lime
flavoured soft drink. Sprite is sold in more than 190 countries and ranks
as the no. 3 soft drink worldwide with strong appeal to young people.In
India Sprite was launched in the year 1999 and today it has grow to be
one of the fastest growing soft drinks, leading the clear line category.
Sprite also has an honest, straight forward attitude that sets it apart
from other soft drink.

20. FANTA
FANTA :- It was introduced in 1940. it is the second oldest
brand of the coca -cola company and the second largest
brand outside the united States. Fanta orange is the leading
flavour consumed more than 130 million times every day
around the world. Consumers love fanta for its great fruity
tasty.

21. THUMS-UP
It is also considered to be a cola drink . It is hard in comparison to coke. It is preferred
by all sections of consumers but specially to teenagers. It is a big source of company to
cash its publicity. Strong cola pest exciting personality. Thums-up is a leading
carbonated soft drink and most trusted brand in India originally introduced in 1977.
Thums-up was acquired by the coca- cola company in 1993.Thums-up is known for its
strong fizzy taste and its confident mature and uniquely masculine attitude.This brand
clearly seeks to separate the men from boys.

22. MAAZA
It was introduced in 1970’s,Maaza has today come to
symbolised the very spirit of mangoes.Universally
loved for its taste, colour thickness and wholesome
properties ,maaza is the mango lovers first choice.

23. KINLEY
Kinley soda :- It has no color and no flavour . It is generally used with
alcohol and used by adults.
KINLEY WATER:- BOOND –BOOND ME BISWAS. Water a thirst quencher
that refreshes, a life giving force that washes all the toxins away. It is the
most basic need of life the very sustinence of life, a celebration of life
itself. Kinley water understand the importance and value of this life
giving force kinley water.Thus promises water that is as pure as it meant
to be watery can trust to be truly safe and pure.

25. EXECUTION NORMS FOR 2014
RED FOCUS :-
• Building transactions & incidence by focusing on RGB & 400ml
• Increasing cooler productivity by focusing on Stock Pressure
• Continued Focus on Coke & Sprite
GREEN FOCUS :-
•Continued Focus on Coke by regular billing in all the cooler
outlets
•Driving cooler Productivity to ensure we get returns out of
our assets

26. THE RED CONCEPT
The level of execution success in the market is monitored and improved through a
pioneering 360 degree process called Right Execution Daily (RED) and developed in
the Coca-Cola system which consist s of creating the plan of success for each channel
defining the standards for execution excellence, tracking actual performance through
market surveys, providing guidance on strategic decisions and coaching sales force
while rewarding successful performance.
RED IS focusing on three parameters for gaining consumer relevance
and excellence in the market place. They are :-
• Visi – cooler
• Availability
• Activation
Visi –cooler :- Visi-cooler is very important for increasing the sales volume
.It keeps the product safe and attracts the customers. The products are arranged
in a brand order.

27. VISI-COOLER SCORE
COOLER STANDARD POINTS
PRIME POSITION 02
BRAND ORDER(COLT-J)
PACK ORDER(2 SELF IC PACK) 06
SOVI IN OUTLET 10
TOTAL COOLER SCORE 20

28. VISI-COOLER

29. AVAILABILITY STANDARDS
BRAND TYPE GROCERY CONVENIENCE
E&D-1
E&D -2
COCA-COLA IC 10 20 30
“ FC 20 10 -
SPRITE IC 05 10 15
‘’ FC 10 05 -
MAAZA IC 05 05 10
‘’ FC 05 05 -
THUMS-UP IC 05 05 10
‘’ FC 05 05 -
LIMCA/FANTA IC 02 03 05
‘’ FC 03 02 -
TOTAL AVAILABILITY 70 70 70
IC PACKS-RGB/CANS/TETRA/400ml IC- 12Pcs for Coke,Sprite & TU
IC 6 Pcs for Maaza,fanta,limca
FC PACKS-600ml/750ml/1.2/1.25/2/2.25L(ONLY FOR GROCERY)

30. ACTIVATION STANDARDS
E&D -2 GROCERY CONV. E&D -2 GENERAL
TRADE
Price Communication(Min3
SKUS 200ml MRP is must)
- 05 05 - 05
External/Internal Activation 10 05 05 10 05
Total Activation 10 10 10 10 10
It means motivating consumers to choose products by improving
product availability and attractiveness at the point of purchase and by
building brand strength in the local market.

31. MARKET SEGMENTATION MODEL OF COCA-COLA
• Right Execution Daily(RED) is the segmentation of outlets as
Channel , Class and income . Let us know what are the
Channel, Class and Income respectively.
• Market can be segmented along 3 lines:-Outlet Volume,
Locality Income & Channel cluster.
CHANNEL CLUSTER LOCALITY INCOME OUTLET VOLUME
GROCERY LOW >800
E & D -2 MEDIUM 500-799
CONVENIENCE/E&D-1 HIGH 200-499

32. SEGMENTATION MODEL
CHANNEL TYPE
CONVENIENCE
GROCESSORY
E & D – 1
E & D – 2 URBAN RURAL MKT.
CLASS

35. HYPOTHESIS
• The Sale of the outlets is increased after implementation
of RED.
• The Availability of the products of the company in the
outlets is as per availability standard of RED.
• Activation elements & visi-cooler are as per RED standard
in the outlets.
• Sales have increased after locating visi-cooler at prime
position.