1) The document summarizes a study on the effectiveness of the Right Execution Daily (RED) program by Braindavan Beverages Pvt. Ltd. in Haldwani, Uttarakhand. 2) Key findings include that awareness of RED was low, availability of products and activation materials was inconsistent, and visibility coolers were not always placed optimally or in good condition. 3) Recommendations focus on improving training, availability, responsiveness to issues, daily distributor visits, and fair treatment of all retailers.

1. Execution Mapping in
RED COKE
ARCHIT SHARMA
Reg.No.10800482

2. Braindavan Beverages Pvt. Ltd.
Tarfa khera industrial Area, Rampur road P.B Ganj, 243502 Bareilly

3. • Introduced in 1986 in Bangalore.
• By Mr. S.N. Ladhani, Managing Director.
• It manufactured and sells Coca Cola and other
soft drinks like:
• It has agreement with Parle for 100 years to
manufacture and sell its product.
• IT has three more bottling plants.

4. COROPORATE STRUCTURE
HEAD OFFICE
BANGALORE
BARIELLY FAIZABAD HATHRAS BARABANI

5. Bottling Plant
• Its production unit has a
capacity to produce 600
bottles p/m
• Company has maintained
huge storage capacity in
respect of bottles, which
is located adjacent the
production unit.

6. Objective of Project
• To check the effectiveness of
RED.
• To evaluate awareness among
retailers regarding RED.
• To find out and ensure the
availability standards of the
products and effect in the
market.

7. Scope of Project
• Helps in the analysis of competition in the market.
• Helps in dealer attraction.
• Helps the company to improve its services according to
requirement.
• Helps in the analysis of demand in the market.
• Helps the company to know the feedback of retailers.
• Help to know that really retailer & consumer are
satisfied with the product or not.
• To gain knowledge of negotiation skills.

8. Right Execution Daily
(RED)
• RED (Right Execution Daily) is a measurable
tool to measure sales team and
• distributors performance in the outlets with
respect to all parameters of sales.
It works in three categories-
1. Type of outlet
2. volume of outlet
3. consumer profile

9. Volume of outlets :-
Platinum 1500 and above 30 cases
Diamond 800-1499 30 cases
Gold 500-799 20 cases
Silver 200-499 7/9 cases
Bronze 100-199 4/7 cases
TYPES OF OUTLETS
Channel :- GROCERY STORE, EATING & DRINKING CHANNEL
1, EATING & DRINKING CHANNEL 2, CONVENIENCE CHANNEL
Consumer profile
• Income group :- LOW, MEDIUM, HIGH

11. Survey has done in the four topics
• Impurity :- There should be no impurity in the
visi cooler of the company.
• Brand Order :- CLOJK
• Availability :- Availability is done according the
type of outlet.
• Activation :- Activation is important because it
helps to boost the sales of the company. It is
done through the Glow sign, Shelf display,
flanges. Combo boards, Table tops .

12. Research Methodology
• Descriptive Study
• Target Group: -Grocery shop, Bakery shop,
Sweet shop, Juice centers, Soft drink shops,
Pan- Beedi shops and Restaurants Bars,
Dhaba, Cafes etc.
• Sample size: - 100 outlets
• Location- HALDWANI (UTTARAKHAND)

13. • CONTACT METHOD: Personal interview
• RESEARCH TECHNIQUE: Survey method
• DATA COLLECTED: Primary Data
• TOOLS OF DATA ANALYSIS: Pie chart, bar
Chart.
• RESEARCH INSTREUMENT : Questionnaire
• TIME FRAME: 6 weeks

14. 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 and Visi Cooler are as per
RED standard in the outlets.
• Sales have increased after locating Visi Cooler
at prime position

15. DATA ANAYSIS
1. RED Outlet types (considering channel cluster) 0ut of 100?
E&D 1 E&D 2 GROCERY CONVIENCE TRAVEL
18%
20%
15%
37% 10%

16. 2) Awareness among retailers regarding Right
Execution Daily (RED).
48
30
22
YES NO CAN'T SAY

17. 3) Impact on sale after becoming RED outlet
Sales Increase Sales Decrease Unchanged Don't Know
13%
50%
35%
2%

18. 4) Visi Cooler purity, cleanliness and arrangement of
product in proper brand order.
35
30
25
20
15
10
5
0
YES NO WHEN MD COMES AT THE TIME OF SURVEY

19. 5) Effect of purity and proper brand order on the sale of
RED outlets.
SALE DECREASE
SALE INCREASE
3%
12%
UNCHANGED
85%

20. 6) Product availability in RED outlets as per their
category (after make them aware about product
availability standard)
NO
16%
YES
84%

21. 7) After placing an order, how long does it take to
receive the order
DAILY 2 DAYS More than 2 DAYS
3%
31%
66%

22. 8) Type of activation material in RED outlets
70
60
50
40
30
20
10
0
FLANGE TABLE Top Shelf Display cooler top 3 Tier Plastic Racks Metal Rack Flex board

23. 9) What is the condition of Visi Cooler in your outlet?
NOT WORKING PROPERLY WORKING BUT
2% LIGHT PROBLEM
11%
WORKING PROPERLY
87%

24. 10) Impact on sale after locating Visi Cooler at prime
position
VISICOOLER AT PRIME POSITION=28
INCREASE DECREASE DON'T KNOW UNCHANGED
25%
50%
2%
23%

25. Findings
• Only 22 retailers knew about RED CONCEPT.
• Activation element was not available in the market
as per the standard of RED outlets.
• Sale by retailers increased after becoming RED
outlet.
• Some retailers complained about the leakage of PET
BOOTELS and distributors did not respond in time.
• Visi cooler were not available as per the category of
some outlets.
• Few retailers complain about biases in the scheme
between small and big retailers.

26. Continued
• It was found that some RED OUTLETS cooler was
filled with competitor’s products due to non
availability of company product.
• Few retailers told that the distributor is not providing
adequate scheme as compared to competitors.
• Due to non availability of the products during peak
season competitors get little opportunity to strong
their position in the market.

27. LIMITATIONS
• Findings are based on the views expressed by the
retailers.
• The research has been carried out in the peak
season (summer June- July).
• Market survey has been carried on small sample
size and in specific areas only.
• Some part of the study is based on the data given
by the company employees; hence its reliability
depends on their knowledge and reliability.

28. Conclusions
• After visiting 100 outlets it was found that Visi Cooler
provided to the retailers were not as per there outlet
requirements.
• During this study it was found that there was very less
issue related to quality, Most of the issues were related
to non availability of the product and Visi Cooler.
• After visiting market it was observed that the demands of
Pet Bottles were more during the peak season.
•

29. Recommendation
• The company should provide adequate training to
distributors and retailers both.
• The company should ensure the availability of the
products in markets during peak season.
• Company should attend complaints properly made by
retailers.
• Distributor vehicle should visit all RED outlets daily.
• Number of activation elements should be increased in
RED outlets.
• Salespersons should convince retailers to position Visi
Cooler at prime position.
• Distributors should not be biased in distribution of
product and schemes among retailers.