A STUDY ON THE EXECUTION STANDARDS IN FINE DINE FORMAT OUTLETS OF HINDUSTAN COCA-COLA BEVERAGES PVT LTD Submitted In partial

fulfillment of the requirements for the award of the degree of BACHELORS OF BUSINESS MANAGEMENT (B.B.M) BANGALORE UNIVERSITY

Submitted by: Mr. JUNAID HASSAN Reg No: 08FTC08028 2008-2011 Under the guidance of Internal Guide: Mr. B.BALAKRISHNAN (H.O.D) External Guide: Mrs. AASHA

NRI INSTITUTE (Affiliated to Bangalore University) No.6, Papareddypalya, Nagarabhavi II Stage Bangalore 560 072 INDIA
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DECLARATION I hereby declare that the project work entitled. A study of execution standards in Fine Dine format outlets submitted to the Bangalore University, is a record of an original work done by me under the guidance of Mr. B BALAKRISHNAN, head of the department, N R I Institute, Papareddypalaya, Bangalore and this project work has not been performed on the basis for the award of any degree or diploma/ associate ship/ fellowship and similar project if any.

JUNAID HASSAN 08FTC08028

ACKNOWLEDGEMENT I express my deep sense of gratitude to our Principal Professor Gauri Shankar, Head of Department and my internal guide Mr. B. Balakrishnan for their assistance, able guidance, valuable suggestions

and encouragement for completing this project study. I take immense pleasure in thanking our beloved directors, Shri. Srinivas Mutangi and Shri K. K Vishwanedham who have always been a

source of inspiration and for their guidance in the completion of my project study. I am obliged to Mrs. V. Aruna Human Resource Manager for having

permitted me to carry out project study at HINDUSTAN COCA COLA BEVERGES PVT LTD. I also take this opportunity to thank Mrs. Aasha Trainer and all market developers for assisting me during this project study. I also thank my beloved academic lecturers for constantly motivating and guiding me to carry out this project study. I would be failing in my duties if I would not extend my gratitude to my dear parents and Dr Ghulamudin Sofi and Mrs Nargis Ara my

beloved uncle and aunt for being a constant source of motivation for the successful completion of the project. JUNAID HASSAN
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EXECUTIVE SUMMARY

In todays business scenario, the real asset of a company is its customers. If a company has to survive for a long term, then it is very important to keep their customers highly satisfied. Today many companies are building on these foundations and are tuning their products in market into a formidable competitive weapon. Market Development thus has become a subject of huge interest in recent years. In the face of ever-increasing competition, organizations feel it important to build reliable & sustainable processes with focus on strong relationships with customers. Significant revenue and profit gains can be made from successful Market Development Activities that improve efficiency and help serve customers better and faster. The purpose of this project is to study EXECUTION STANDARDS IN FINE DINE FORMAT OUTLETS OF HINDUSTAN COCA COLA BEVERAGES The technique employed to seek the data is questionnaire method, personnel interview and observation method.

This project work has been carried out in deep RED Fine Dine outlets authorized by Hindustan Coca Cola Beverages Pvt Ltd.

The analysis of data revealed that most of the customers (retailers) in DEEP RED outlets are satisfied with companys offers and services. A large percentage of customers are happy to state that they have good
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support from their market developers, delivery personnel and area managers.

Customers of HCCBPL want more offers, better service of coolers and SKUs and timely delivery of products is a must to increase sales. Thus, it is felt that a reward system can be introduced to satisfy and motivate the customers and employees for better performance and CUSTOMER FEEDBACK process should also be implemented. Lastly more importance must be given to customers participation in decision making as market is ever evolving.

The above mentioned issue must be taken into account to achieve much higher customer satisfaction and create new markets for HCCBPL.

CONTENTS

SI.NO

PARTICULARS

PAGE.NO

1 2 3 4 5 6 7

INTRODUCTION RESEARCH DESIGN INDUSTRIAL PROFILE COMPANY PROFILE VISION MISSION & VALUES PRODUCT PROFILE ORGANISATIONS HIERARCHY CHART

7-15 16-17 18-21 22-38 39-40 41-49 49-50

ANALYSIS & INTERPRETATION

51-65

FINDINGS & RECOMENDATION

65-67

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ANNEXURE

68-70

Introduction
Market Development is an integral part of marketing. A company may get a good start, but it is because of the market development that it can sustain and enhance its profits. Coca cola Company though well established in developing countries, got set back in India due to publicized claims of higher concentrations of heavy metals in cola products. Afterwards the company had to go for aggressive marketing strategies for surviving in the market. Because of the consistent efforts on marketing development front it could survive the toughest conditions. Coca Cola is the leading brand in soft drinks worldwide. It was among the first companies which devised the strategy of diversifying the products which enabled the company to compete with its competitors. It helped it not only to compete, but also to have an edge over the other companies. It was able to sustain the product range by ensuring adequate infrastructure and quality service. It also ensured efficient supply chain for its products to reach customers. This has enabled Coke to maintain its brand image with high precision. The marketing strategy of Coke is very stringent than others. The main features of the companys marketing strategies include offerings, market development and distribution. The pivotal role to sustain marketing development is carried out by assessing the services of the company at retailers level using DEEP RED item Questionnaire on daily basis. This helps the company to assess the routine need of the outlets it is tied with, optimum services for retailers, feedback to the production unit, standard assessment of the work input of the employees of the company and acts as a positive reinforcement to the retailer. It also enables company to share a special relationship with the costumer.

DEEP RED scores are used as stock auditing technique by Coca Cola Company along with the above mentioned benefits. Market developers handle RED who oversees the market on day today basis with reference to merchandising and product placement in coolers. Previously, the company employed ITMO (In Trade Market Opportunity). It focused on all outlets with extensive area coverage. More information was provided by ITMO as compared to RED. It was withdrawn in 2006 as it could not differentiate the finer domain information like purity and activation along with availability. DEEP RED Questionnaire was than introduced which allowed to access various type of outlets exclusively tied up with coke as well as distinguish with better reliability various domains of availability, activation, and purity standards.

DEEP RED (RIGHT EXECUTION DAILY) RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market. ABOUT RED To check the availability of the visi cooler provided by the company to the retail outlets for their products. To check the activation in various outlets. To check the branding order of the various products in the cooler. Survey has been done in the following topics Impurity Availability Activation PURITY There should be no impurity in the visi cooler of the company. Impurity here refers to that brand which is presented in the visi cooler other than
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coca cola products; therefore no other product of any other company must be in the cooler. AVAILABILTY Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular 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 .This boards usually gives to the E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores. Activation Elements Market developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES: Optional Elements include:1. Standee 2. Six mobile hanger 3. Visi cooler brand strip 4. Warm display rack 5. Table top rack 6. Tent card

TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria Volume Channel 1. VOLUME There are four types of outlets according to the volume of sales of the outletDiamond Gold Silver Bronze 800>C/s & above per year 500-799C/s per year 200-499C/s per year <200C/s per year

2. CHANNEL (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption. It includes all kirana stores, juice, departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300ml

(B) EATING & DRINKING CHANNEL 1 Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple opportunities to effect sales as people usually order something to drink along with food. It includes - Fine Dine Restaurants - Bars and Pubs
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- Dhabas - Cafes - Hotels

(C) EATING & DRINKING CHANNEL 2 It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.

(D) CONVENIENCE CHANNEL Pan / biddi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets mainly sell 200ml or 300ml bottles. They may also sell 600ml. 3. INCOME GROUP According to the income group of the area Low HighThose outlets where low income customer comes. Medium- Those outlets where medium income customer comes. Those outlets where high income customer comes.

OBJECTIVES The main objective of this RED project is to increase the sales of the company. To find out the present sales status of coke products in fine dine restaurants. To collect data from retailers (customers) for the Market Development of the given products. To study the menu board activation, combo availability and tent card activation of coke in Fine Dine outlets.
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 To ensure the availability and visibility of the product in the market. To check the standards and purity of coolers and fountain dispensers.

SCOPE OF THE STUDY By this study, company can know its growth. This study helps the company to know their actual position in the market. RED helps to find out the availability of products, equipment standards, menu board activation in outlets and help to make relevant changes according to need of customers(retailer). This study ensures the availability of the product in the Fine Dine outlets. The study helps to find the problem of the customers(retailers) and to give a suitable solution to the given problem RED helps to maintain the outlets in a well-designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY This project is helpful to find out the trends of the coke products in Fine Dine outlets. This study provides an insight to the company that what kind of strategy must be adopted in order to increase satisfaction of the customer. This project directly deals with the interaction of different kind of people.
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STATEMENT OF PROBLEM To study the execution standards in Fine Dine format outlet types We should look for someone to eat and drink with before looking for something to eat and drink, for dining alone is leading the life of a lion or wolf The term Fine Dining brings to mind all kinds of images, from crisp white table cloths to waiters in tuxedos. Fine dining, just as the name suggests, offers patrons the finest in food, service and atmosphere. It is also the highest priced type of restaurant. Today fine dining can be in any type of setting and feature a wide variety of cuisine, from ethnic to organic, local fare. Standards you should always include in fine dining are fine china, glassware and flatware (absolutely no paper, plastic, or Styrofoam). While tablecloths are hard to escape in fine dining, the rest of the atmosphere is up to you. You can take the traditional route, with silver candelabras and rose centerpieces, or go for hip and trendy with a bold color scheme and modern furnishings. Music playing subtly in the background should reflect your theme, such as classical for a traditional fine dining restaurant or jazz tunes for something modern. Lighting should also be subtle, leaning toward dim (romantic). Fine dining requires a lot of attention to detail, but it can pay off in the end when you have reservations months in advance, waiting to eat at your restaurant.

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OBJECTIVES: To know the level of RED strategy in Fine Dine outlets To know the participation level of market developers and retailers in RED.

SCOPE OF THE STUDY By this study, company can know its growth. This study helps the company to know their actual position in the market. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company. This study ensures the availability of the product in the market. The study helps to find out the problem of the counter and to find out the requirement for more sales. RED helps to maintain the outlets in a well-designed way to attract the consumers. AREA OF STUDY: The study is conducted in different areas of Bangalore city

METHODOLOGY Research methodology is a way to solve the research problem; it is a science of studying of how the research is done systematically.

METHOD OF STUDY The purpose of the study is to understand the effectiveness of RED strategy in FINE DINE restaurant. The study was descriptive in nature. The methodology evolves from the objectives of the project & involves
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collecting primary & secondary data: secondary data includes various sources such as books, journals, magazines & other published materials & primary data which will be collected from organization & Retailers. It is planned to collect primary data from retailers by feeding structured questionnaire & also conducting interview with concerned officials. The non probability methods of samples are followed in collecting the primary data. The data gathered will be analyzed & interpreted by using statistical tools such as percentage. Since the study will be conducted in coca cola Company, result of findings will be presented in the form of suggestions or recommendations, so that the authorities of the organization can implement suitable suggestions.

DATA COLLECTION The data was collected, constitutes both primary and secondary data. Primary data was collected through structured questionnaires and previous interview. Secondary data was collected from company records, company profile and company website.

TOOL FOR DATA COLLECTION Questioning technique is the primary method of data collection used in this research; it is a technique of obtaining specific information about the defined content. The questions contain both open-ended questions, as well as Closed-ended questions, Open-ended questions: These are the questions in which the respondents can answer in their own words.
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Close-ended question: These are questions in which the respondents are to make a choice from the various choices given.

RESEARCH DESIGN The research design is description in nature, which aims to know the level of retailers satisfaction. A research design is the arrangement of conditions for collections and analysis is of data in a manner that aims to combine relevance to the research purpose in economy in procedure. The research design is the conceptual structure in which research is conducted. The research design that is used in this research is descriptive in nature which aims to capture the reasons and effects of retailers satisfaction. Research refers to the search for practical knowledge to solve the answers for the research questionnaires and it is a scientific investigation for the search for relevant information .Research consists of comprising and redefining problem, formulating solutions, collecting, organizing and evaluating data making conclusions. An exploration research study is employed.

SAMPLING TECHNIQUE Random Sampling technique was used to conduct the research .

SAMPLING SIZE In order reduce the sampling error company recommended retailers list were following for the survey. The recommended sample size taken for this survey is 25.

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SAMPLING UNIT The sampling units are selected Fine Dine outlets.

STATISTICAL TOOLS FOR ANALYSIS Simple percentage method: In this method various factors are analyzed in the basis of percentage. Bar graph: In this method various factors are plotted as bar graph. The response is taken on X-axis and number of respondents in Y-axis. Pie chart: In this method various factors are drawn as pie charts on the basis of percentage. LIMITATIONS OF STUDY 1. Due to time limitations the number of outlets covered for survey is limited and confined to Bangalore. 2. As this survey was restricted to Bangalore city area, this study cannot be stated as in depth on this subject. 3. The study is carried out on the information supplied by the retailer. In such study information supplied might be biased. 4. Some of the retailers were unable to respond questionnaire due to their busy schedule. 5. More stress was given on the primary data as it was difficult to collect secondary data from the company. 6. Lack of information system. 7. Lack of interest of negotiation with customers to understand their problems 8. Respondents might have been biased which may have affected the survey findings, however RED Score objectivity has taken care of it to a great extant. 9. Lack of proper customer feedback.
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INDUSTRIAL PROFILE

SOFT DRINKS INDUSTRY IN INDIA

Beverages

Alcoholic

Non alcoholic

Carbonated

Non Carbonated

Cola

Non cola

Non Cola

Since the early 1990s Coca-Cola Corporation and PepsiCo have been combating on what is known as the Beverage Battlefield in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. However, during Coca-Cola and Pepsis attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.

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INTIAL DIFFICULTIES From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980s. Coca Colas past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company, Parle, became the market leader. Parle invested a great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES Building a connect using the relevant local idioms Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies couldve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market.

PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have
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on a soft drink could be quite a stretch. However, Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles, many consumers also increased the frequency in which they were purchasing the soft drinks.

COMPETITORS 1. PepsiCo The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for the World's # 2, carbonated softdrink maker. The company's soft drinks include Pepsi, Mountain Dew and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton readyto-drink tea. PepsiCo's success is the result of superior products, high standards of performance and distinctive competitive strategies. 2. Nestle Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products, Baby foods and Chocolates. But
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the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. The flavoured milk products also have become substitutes to the products of the company due to growing health awareness among people. 3. Dabur Dabur in India, is one of the most trusted brands as it has been operating ever since times and people have put in all their trust in the Company and its products. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

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COMPANY PROFILE

The Coca-Cola Company History It was 1886, like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. There, the mixture was combined with carbonated water and sampled by customers who all agreed -- this new drink was something special, so Jacobs' Pharmacy put it on sale for five cents a glass. Pemberton's bookkeeper, Frank Robinson, named the mixture CocaCola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created.
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Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300. Candler would become the Company's first president, and the first to bring real vision to the business and the brand. 1893-1904 Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn't realize then that the future of CocaCola would be with portable, bottled beverages customers could take anywhere. He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage -for the sum of only one dollar. 1905-1918 Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. This was a great product, and a
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great brand. Both needed to be protected. Advertising focused on the authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute." The Company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article. As the country roared into the new century, The Coca-Cola Company grew rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there would be about 1,000. 1919-1940 Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In 1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack, the open top cooler, and many other innovations that made it easier for people to
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drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success, but a big part of people's lives. 1941-1959 In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas. Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming true -- from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the spirit of the times. 1960-1981 After 70 years of success with one brand, Coca-Cola, the Company decided to expand with new flavors: Fanta, originally developed in the 1940s and introduced in the 1950s; Sprite followed in 1961, with TAB in 1963 and Fresco in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company, adding an entirely new line of business -juices -- to the Company.

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The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more. Advertising for Coca-Cola, always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke." In 1978, The Coca-Cola Company was selected as the only Company allowed selling packaged cold drinks in the People's Republic of China. 1982-1989 The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent risk taking." Among his bold moves was organizing the numerous U.S. bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke, the very first extension of the Coca-Cola trademark; within two years, it had become the top lowcalorie drink in the world, second in success only to Coca-Cola. One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly called new Coke. In the real world, they had a deep emotional attachment to the original, and they begged and pleaded to get it back. Critics called it the biggest marketing
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blunder ever. But the Company listened, and the original formula was returned to the market as Coca-Cola classic, and the product began to increase its lead over the competition -- a lead that continues to this day. 1990-1999 The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR racing, connecting the brand with one of the world's fastest growing and most popular spectator sports. And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993. New beverages joined the Company's line-up, including Powerade sports drink, Qoo children's fruit drink and Dasani bottled water. The Company's family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage brands in more than 120 countries around the world. By 1997, the Company already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner. 2000In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking
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brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola. Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches. From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to the worlds most ubiquitous brand, with more than 1.4 billion beverage servings sold each day. When people choose to reach for one of The Coca-Cola Company brands, the Company wants that choice to be exciting and satisfying, every single time. History of Bottling Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 A modest start for a bold idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.

Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement

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Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hotweather months when demand was high. 1916 Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark! 1920s Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top
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metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and 30s International expansion Led by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries. 1940s Post-war growth During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business. 1950s Packaging innovations For the first time, consumers had choices of Coca-Cola package size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s New brands introduced Following Fanta in the 1950s, Sprite, Minute Maid, Fresca and TaB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke,
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followed by POWERADE and DASANI in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world. 1970s and 80s Consolidation to serve customers As technology led to global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa. 21st Century The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows

31

SWOT Analysis

OPPORTUNITIES

STRENGTHS

SWOT ANALYSIS

WEAKNESS

THREATS

32

Strengths 1. Strong Distribution Network The Company has a strong and reliable distribution network. The network is formed on the basis of the time of consumption and the amount of sales yielded by a particular customer in one transaction. It has a distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 44 distributors (in Karnataka). 2. Strong Brands The products produced and marketed by the Company have a strong brand image. People all around the world recognize the brands marketed by the Company. Strong brand names like Sprite, Fanta, Limca, Thums Up and Maaza add up to the brand name of the Coca-Cola Company as a whole. Coca-Cola is one of the very few things that are recognized by people all over the world. It was estimated that the Coca-Cola brand was worth $70.45billion. 3. Low cost of Operations The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations which minimizes wastage of both time and resources leads to lowering of costs. Now Coca Cola has started a new initiative called the Operational Excellence to minimize the wastage of time and resources. Well developed support from the parent company, The Coca Cola Company, in terms of Research and Development, Product Development resources. and also supplying the latest technology and other

33

Weakness 1. Low Export Levels 2. The brands produced by the company are brands produced worldwide. So the scope of expansion of market is limited. Opportunities 1. Large Domestic Market The Indian FMCG sector is the fourth largest sector in the Indian economy with a total market size in excess of US$ 13.1 billion Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to Coca Cola to convert consumers to branded products. An increase in disposable income, across rural and urban consumers, has led many rural consumers to shift from traditional unorganized unbranded products to branded FMCG products and urban fraternity to splurge on value added and lifestyle products. 2. Export Potential The Company can come up with new products which are not manufactured abroad and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India so that there will be a considerable amount of exports and it is yet another opportunity to broaden future prospects and cater to the global markets rather than just domestic market.

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3. Higher Income among people Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. Unlike olden times, people now have the power of buying goods of their choice without having to worry much about the flow of their income. The beverage industry can take advantage of such a situation and enhance their sales.

Threats 1. Import As India is developing at a fast pace, the per capita income has increased over the years and a majority of the people are educated, the export levels have gone high. People understand trade to a large extent and the demand for foreign goods has increased over the years. If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

2. Tax and Regulatory Sector The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. When a license is issued, the production capacity is mentioned on the license and every time the production capacity needs to be increased, the license poses a problem. Renewing or updating a license every now and then is difficult. Therefore, this can limit the growth of the Company and pose problems.

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Slowdown in Rural Demand The rural market may be attractive but it is not without its problems: Low per capita disposable incomes; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the companys products.

3. Public backlash as a result of accusation about groundwater over utilization and high pesticide level in soft drink product.

COCA COLA IN INDIA Despite the formidable track of its parent, $18 billion giant in Atlanta USA, Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the Government of India and reduce its equity stake as required under the Foreign Regulation Act (FERA). Coca-Cola entered in India market after 16 years was relaunched in Agra on 26th October 1993. Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract packers . Coca cola became the undisputed leader of the Indian soft drink market because of their acquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands

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Thums up, Limca, Gold spot, Citra, Maaza with a combined rate of 65% with Thums up alone accounting for 56% then 650 crore segment.

BENCHMARK Coca-Cola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM. Coca-Cola is the market leader in the whole world in beverage industry. Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry. Coca-Cola enjoys approx. 60% market share in Indian beverage industry.

HISTORY OF COCACOLA IN INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA), which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled CocaCola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets.

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Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sun fill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors.22 by 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twentynine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways
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of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.

VISION AND MISSION MISSION 1. To refresh the world 2. To inspire moments of optimism and happiness. 3. To create value and make a difference. VISION Coca Colas vision serves as the framework for their Roadmap and

guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.

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VALUES Our values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well PRODUCT PROFILE DIFFERENT BRANDS OF COMPANY PRODUCT HIGHLIGHT

The world's favorite drink, the worlds most valuable brand, the most recognizable word across the world after O.K., Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world.
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In India, Coca-Cola was the leading soft drinkuntil 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more' and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, Sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties, Coca Colas advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand ambassadors are Aamir Khan and Hrithik Roshan.

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Glass 200ml, 300ml

PET 600ml, 2L

Can 330ml

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 the boys.
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Glass 200ml, 300ml,

PET 600ml, 2L

Can 330ml

Lime n Lemoni Limca, Derived from nimbus + jaisa.. Hence, lime sa. Limca has been lived up to its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as the No.1Sparkling Drink in the cloudy lemon segment.

Glass 200ml, 300ml,

PET 600ml, 2L

Can 330ml

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Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles taste that not just up lifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

Glass 200ml, 300ml

PET 600ml, 2L

Can 330ml

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Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it grown to be one of the fastest growing soft drinks, leading the clear lime category. Today Sprite is perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the todays youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

Glass 200ml, 300ml

Pet 600ml, 2L

Can 330ml

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Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the juice category. Over the year, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like Taaza Mango, Maaza Mango and Botal Mein Aam, Maaza hai Naam consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current advertising of Maaza position it as an enabler of fun friendship moments between moms and kids as moms trust the brand as the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline Yaari Dosti Taaza Maaza. Glass 200ml, 300ml Tetra 200ml Pet 600ml Pet 1.25ml
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Minute maid Pulpy orange The brand launched in its internationally successful minute maid pulpy Orange avatar is a naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to the presence of real orange pulp This innovative consumer proposition is best explained by The brand tagline Refreshing orange, surprisingly pulpy. Minute maid Pulpy orange has been made available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.

MOBILE 250ml,400ml

Pet 1.l

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Water a thirst quencher that refreshes, a life giving force that washes all the toxins away, a ritual purifier that cleanses, purifies, transforms. Water is the most basic need of life, the very sustenance of life, and a celebration of life itself. The importance of water can never be understated Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the subcontinent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why we introduced Kinley with reverse- osmosis along with the latest technology to ensure the purity of our product. That is why we go through rigorous testing procedures at each location where Kinley is produced. Because we believe the right to pure, safe drinking water is fundamental: A universal need that cannot be left to chance.

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NUMBER OF BOTTLES IN A CASE

PACK

NO.OF BOTTELS IN A CASE

200ML

24

300ML

24

600ML

24

1.2 LTR

12

1LTR

2LTR

1KINEY CARTOON

12

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Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

CEO

VP SUPPLY CHAIN

CFO

HRD

REGIONAL VP

vp bsg

REGIONAL COOL DRINKS

REGIONAL DIRECTOR

REGIONAL LEGAL

AGM/AOD

REGIONAL FINANCE

REGIONAL CUSTOMER SERVICE

REGIONAL CUSTOMER SERVICE

REGIONAL EXTERNAL AFFAIRS

PLANT MANAGER

G M - SALES

FINANCE MANGAER

HR MANAGER

CHANNEL MANAGE R

AREA MANAGER SALES

AREA CAPABILITY MANAGER

MARKETIN G

KEY ACCOUNTS

SALES EXECUTIVE

SALES TRAINER

MARKET DEVELOPER

DISTRIBUTE R AND SALESMEN

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DATA ANALYSIS AND INTERPRETATION

51

Product availability TABLE 1: Product Sparkling Flavor availability Juice Flavor availability Diet Coke availability Kinley water availability Scweppes range presence Availability %age Non availability %age

16

64%

36%

16%

21

84%

6 15

24% 60%

19 10

76% 40%

32%

17

68%

ANALYSIS: From the above table out of 25 outlets 1. 64% of the outlets have Sparkling flavor availability and 36% of the outlets do not have sparkling flavor availability. 2. Juice Flavor is available in 16% of outlets and is not available in 84% of outlets. 3. Diet Coke availability is 24% and non availability is 76%. 4. In 60% of outlets Kinley water is available and in 40% of the outlets it is not available. 5. Scweepes availbilty is observed in 32% & 68% of the outlets do not have Scweepes availability.

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25 21 20 16 15 15 19 17

10 10 9 8 6 5 4

YES NO

0 ) SPARKLING FLAVOUR AVAILABILITY JUICE FLAVOUR ) DIET COKE AVALIBILITY ) KINLEY WATER SCWEPPES RANGE AVALIBILITY (tonic soda) PRESENCE

Fig I: Survey of Availability parameters of RED Score for Fine Dine Outlet types in Bangalore

INTERPRETATION: From the above graph 64% of the Fine Dine outlets served sparkling flavor and 60% provided Kinley bonqua water, which is more than availability of juice Flavor, Diet Coke availability and Scweppes Range. Most of the outlets have got sparkling flavor (carbonated drinks) and Kinley water, where as Juice flavor, Diet coke and Scweppes Range have got very less availability in these outlets.

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Equipment Standard in Fine Dine

TABLE 2 Percentage 44% 56% 100%

Parameters Yes No Total

No. of outlets 14 11 25

ANALYSIS: From the above table 56% of outlets were observed to have the equipments as per the standard. 44 % were not as per the standard and were not working properly.

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44%

56%

YES No

Graph 2: Survey of Equipment standards in Fine Dine

INTERPRETATION: From the above graph most of the outlets (56%) have equipments in working condition and some (44 %) of outlets have defective equipments. Equipments were defective due to technical problems & there were irregular cooler repair services from the company.

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Cooler Purity

Table 3: Percentage 32% 68% 100%

Parameters Yes No Total

No.of outlets 8 17 25

ANALYSIS: From the above table out of 25 outlets 32% of outlets were pure and 68% outlet were impure.

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Cooler Purity

32%

68%
Pure Not pure

Graph 3: Survey on the Coco Cola cooler purity in Fine Dine.

INTERPRETATION: The above graph most (68%) of the coolers in Fine Dine outlets were impure. When reason was sought from the respondents, most of them were of the opinion that they had to store other products like butter, fruits, cheese & other milk products as they sell these products also.

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Combo Availability

TABLE 4: Parameters Yes No Total No. of outlets 9 16 25 Percentage 36% 64% 100%

ANALYSIS: From the above table, the Combos were available in 36% of outlets giving communication on offers provided by Coke and in 64% of the outlets did not have the presence of any offers.

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Available Unavailable

36%

64%

Graph 6: products

Survey on Combo availability/communication with Coke

INTERPRETATION: In fine dine outlets as evident from the above graph; most of the outlets do not have combo availability with coke products .One of the reason might be that the company is not providing sufficient offers to enhance this strategy as responded by the outlet owners.

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Menu Card/Tent Card Activations

TABLE 5: Parameters Yes No Total No. of outlets 9 16 25 Percentage 36% 64% 100%

ANALYSIS: From the above table out of 25 outlets, 36% of the outlets had Menu/Tent cards and 64% of the outlets were observed without any Menu/Tent cards.

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Menu Card/Tent Card Activations

100%

80%

60%

40% 64%

20%

36%

0% Yes NO

Graph 7: Survey of Menu card /Tent card activations: Mixer activations with KO products

INTERPRETATION: Out of 25 outlets selected for the survey, most of the outlets (64%) did not have tent cards available as they were not getting adequate marketing support from the company to facilitate this approach of communication.

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Visible Warm Display

TABLE 6: Parameters Yes No Total No. of outlets 7 18 25 Percentage 28% 72% 100%

ANALYSIS: From the above table out of 25 outlets 28% of the outlets have visible warm display inside the outlet was proper and remaining 72% of the outlet had warm display but was not visible in the dining area.

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Visible Warm Display

28%

visible 72% Not visible

Graph 7: Survey of visible warm display units or pure KO cooler in dining area or bar counter

INTERPRETATION: Through interactions with outlet managers the most(72%) of the outlets wanted to place the Coco Cola coolers on the back side of their outlet as the cooler consumed space and created hindrance in their operations.It can also be inferred that these out lets were not providing visibility through visible warm display but retailers were of the opinion that they substitute this parameter by providing product availability communication through leaf lets, Menu cards & combo offers.

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Summary of Deep RED score for Coca Cola products in Fine Dine type of outlets of Bangalore TABLE 7: Parameter Sparkling Juice Diet Coke Kinley Water Scweepes Equipments as per standard Equipment purity Combo availability Menu/tent card activation Visible warm display Yes 16 4 6 15 8 Yes %age 64% 16% 24% 60% 32% No 9 21 19 10 17 No %age 36% 84% 76% 40% 68%

14

56%

11

44%

8 9

32% 36%

17 16

68% 64%

36%

16

64%

28%

18

72%

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Summary of Deep RED score for Coca Cola products in Fine Dine type of outlets of Bangalore

yes

No

25 21 20 16 15 10 5 0 9 6 4 10 8 19 17 15 14 11 8 9 9 7 17 16 16 18

Graph: Deep RED Score based Service Standard of coca cola products in Fine Dine Type Outlets of Bangalore

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FINDINGS: From the Deep RED score based service standard of Coca Cola products in Fine Dine type of outlets in Bangalore, it was found that in Fine Dine type of outlets the sale and presence of sparkling flavor (carbonated drinks) and Kinley drinking water was more than Diet Coke, juices and Scweppes range provided by Coco Cola. From the interactions and the survey it was found that there was less demand for the Diet coke, juices and Scweppes range in these outlets and they did not provide any type of combo offers on them. It was noticed that the most of the equipments were as per the standard and were working properly but some of the equipments met with the technical glitches like: > Less cooling effect. > Automatically turning off of the cooler while it is plugged in. > Lighting defects of the cooler etc Most of the coolers were found impure and it was also seen that the outlet owners had placed their own consumable goods like milk packets, butter, vegetables, ghee etc inside the Coco Cola coolers. It was found that only 36% of the outlets gave the combo offers with food and for the rest of 64% they did not offer any combo availability/ communication with the coke products. From the survey it was seen that 36% of the outlets showed beverage listing and beverage food combos or mixer activation with alcohol in Menu cards or Tent cards and the rest of 64% did not support it. There were only 28% of the Fine Dine outlets where the Coco Cola coolers were in the dining area or bar counter and in rest of the outlets visible warm display was missing as coolers were located at the rear side of the outlet.

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RECOMMENDATIONS: As the juices, diet coke and Scweppes range was not present inside the outlets it is recommended to analyze demand pattern and provide timely supply to enhance stock availability. The standard of the equipments need to be maintained by servicing the equipments regularly. Things like auto cut stabilizers, fuses etc should be allotted to the outlets for the worry free operation of the coolers at power fluctuation. The market developers must be check the equipments regularly for stock audit and ensure that the products are stocked sufficiently. There is a great need for the promotion of the combos and proper communications should be provided to all the retailers on such offers. Company should provide marketing support to all the retailers on sharing their logos & product listings on Menu cards and Tent cards of the retailers. Market developers must ensure that Coco Cola coolers are displayed in the dining area or bar counter to promote the visibility of products which will induce buying decisions in the customers. The company should monitor all the Marketing Developers efficiency and work. The company should take steps to replace goods which are damaged during supply process & also should check the quantity before delivery along with the acknowledgement Proper merchandising system should be designed which should check the expiry goods delivery to the retailers.

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CONCLUSION:

The RED Scores is a way to access the proper, adequate and standard method to supply, and promote company product from company to customers and ultimate consumers. The endeavor of the project was to make an assessment about how efficiently and effectively executions of standards in Fine Dine outlets are carried out in Bangalore city. The study showed that fine dine outlets showed the poor execution of standards in juice flavor, diet coke and scweppes range availability domain .After jotting all the facts together we reached on the conclusion that deep red standards were not more effectively executed in fine dine outlets. There is very less or no executions of Deep RED standards in fine dine outlets. It is believed that the implementation of above mentioned recommendations will help in improving the RED scores and in turn sales of the company because more the visibility more the customer is going to buy the product.

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Deep RED Questionnaire

Name of the outlet ____________________________________ Address ____________________________________ ____________________________________ ____________________________________ ____________________________________

Contact No.

Personal Contact ____________________________________

1. Kindly mention the availability of below mentioned product Product Sparkling Flavor Juice Flavor Diet Coke Kinley water Scweppes range Availability Non Availability

2. Is the equipment you are using as per the standard (working properly)? Yes No 3. Is the cooler you are using to store beverages is pure (only coke products are placed in coke cooler) Yes No

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4. Is there any combo availability along with coke products? Yes No 5. Do you have your product leaflets/Box toppers with coca- cola logos / beverage listings /bill buster? Yes No 6. Any other coca-cola branding /visible display (warm display or pure coke cooler in dining area) inside the outlet? Yes No 7. Do you have any Menu card/ Tent card activations availability mixer activations with K O products inside the outlet? Yes No

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BIBLIOGRAPHY
Business research methodology Marketing management Marketing management ROBERT B. BURNS, PHILIP KOTLER AAPARNAH REDDY

www.coca-cola.co.in www.wikepedia encyclopedia

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