COCA-COLA SUMMER

INTERNSHIP REPORT

PREPARED BY: ABHISHEK JASROTIA

SUBMITTED TO: Ms.RUCHITA

BAKSHI(HR manager)

ACKNOWLEDGEMENT
I wish to express our gratitude toHindustan Coca-Cola
Beverages PrivateLimited, management for giving us an
opportunity to be a part of their esteem organization and
enhance my knowledge by granting permission to do our
summer training project under their guidance.I am grateful
to Mr. Varun vaid ( sales executive) my guide, for his invaluable
guidance and cooperation during the course of the project. He
provided me with his assistance and support whenever needed
that has been instrumental in completion of this project. The
learning during the project was immense& invaluable. My work
basically included the study of various way for developing
marketing strategies for the company. The present report is
combination of my thoughts and my efforts to study the various
ways of developing the marketing strategies for the company.
ABHISHEK JASROTIA
SUMMER TRAINEE

PREFACE
The summer training programs are designed to give the
practical knowledge of corporate world. Training is
usually meant for such vocations where
advancedtheoretical knowledge is to be backed up by practical
experience on the job and itis because of this reason that
summer training programs are designed. So, that thefuture
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
two months which willhelp me to take the
future responsibility on my shoulder.During this period, I was
given to work on the RED self assessmenttracker. 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 ideaabout
market condition. Therefore it hoped with all sincerity that this
work shall beof definite use to the organization.

Table of contents

Company profile
Acquisitions
Bottlers
Advertising
Coca- cola India
Distribution system
Distribution chain
Types of outlet
Packages of the product
Products of coca- cola
Soft drink industry in India
Vision mission and values
About my traning
Objective of my traning
What I learned
Field survey
questionaire
Benefits of red tracker
Marketing of brands
Suggestion

The Coca-Cola Company

The Coca-Cola Company, which is headquartered in
Atlanta, Georgia, is an American multinational beverage
corporation, and manufacturer, retailer, and marketer of
nonalcoholic beverage concentrates and syrups.The
company is best known for its flagship product CocaCola, invented in 1886 by pharmacist John Stith
Pemberton in Columbus, Georgia.[3] The Coca-Cola
formula and brand were bought in 1889 by Asa Griggs
Candler (December 30, 1851 March 12, 1929), who
incorporated.The Coca-Cola Company in 1892. The
company has operated a franchised distribution system
since 1889, wherein The Coca-Cola Company only
produces syrup concentrate, which is then sold to various
bottlers throughout the world who hold exclusive

territories. The Coca-Cola Company owns its anchor

bottler in North America, Coca-Cola Refreshments.
As of 2015, its chairman and its CEO is Muhtar Kent.

Acquisitions

The company has a long history of acquisitions. CocaCola acquired Minute Maid in 1960, the Indian cola brand
Thums Up in 1993, and Barqs in 1995.In
2001, it acquired the Odwalla brand of fruit juices,
smoothies, and bars for $181 million. In 2007, it acquired
Fuze Beverage from founder Lance Collins and Castanea
Partners for an estimated $250 million.The companys
2009 bid to buy a Chinese juice maker ended when China
rejected its $2.4 billion bid for the Huiyuan Juice Group,
on the grounds the resulting company would be a virtual
monopoly. Nationalism was also thought to be a reason
for aborting the deal.In 1982, Coca-Cola purchased
Columbia Pictures for $692
million. It sold the movie studio to Sony, for $3 billion, in
1989. In 2013, Coca-Cola finalized its purchase of ZICO,
a coconut water company.In 2015, the company took a
minority stake ownership in the cold pressed juice
manufacturer, Suja Life LLC.

Bottlers

The Coca-Cola Company and its subsidiariesonly

produce syrup concentrate, which is then sold to
variousbottlers throughout the world who hold a local
Coca-Cola franchise. Coca-Cola bottlers,
who hold territoriallyexclusive contracts with the
company produce thefinished product in cans and bottles
from the concentratein combination with filtered water
and sweeteners. Thebottlers then sell,distribute, and
merchandise the resulting
Coca-Cola product to retail stores, vending
machines,restaurants, and food service distributors.
Outside the United States, the bottlers also control the
fountain business.Since the early 1980s, the Company has
actively encouraged the consolidation of bottlers, with the
Company often owning a share of these anchor
bottlers.The Companys largest bottlers outside North
America are:
Coca-Cola Amatil, based in Australia (Australia,
New Zealand, Indonesia, South Pacific nations)
(Company owns a share)
Coca-Cola European Partners PLC, based in the

United Kingdom (western Europe) (Company owns

share)
Coca-Cola Bottlers Philippines, Inc., based in the
Philippines, a joint venture between the Company
and Coca-Cola FEMSA
Coca-Cola FEMSA, based in Mexico (parts of Mexico
and Latin America) (Company owns share)
Arca Continental, also based in Mexico (parts of
Mexico and Latin America) (independent)Embotelladora
Andina S.A, based in Chile (southern
South America) Coca-Cola Beverages Africa, based in
Port Elizabeth,South Africa (southern and eastern Africa)
(company owns share)
Coca-Cola Korea, based in South Korea. Coca-Cola HBC
AG, originally based in Greece but
now located in Switzerland (Greece, Eastern Europe,
Russia, and Nigeria) (Company owns share)
_ Coca-Cola Icecek, based in Turkey (Turkey, southwest
Asia, Arabia) (Company owns share)

_ Swire Group, based in Hong Kong (China, Taiwan,

Hong Kong) (independent)
_ Kirin Company, based in Japan (independent)
In the United States, the company bypasses bottlers and is
responsible for the manufacture and sale of fountain
syrups directly to authorized fountain wholesalers and
some fountain retailers.
After purchasing the North American assets of CocaCola Enterprises, as of 2014 the company directly owns
100% of Coca-Cola Refreshments, the anchor bottler of
Coca-Cola products in North America, representing about
90% of Canada and 80% of the United States. Other
major bottlers in the United States are:Coca-Cola Bottling
Co. Consolidated, based in Charlotte, North Carolina
(company owns share)Coca-Cola Bottling Company of
Northern New England based in Bedford, New
Hampshire and owned by Kirin Company Coca-Cola
Bottling Company United, based in Birmingham,
Alabama (independent)
Swire Coca-Cola USA, based in Salt Lake City,

Utah and owned by Swire Group. In September 2015, the

company announced the sale of
several production plants and territories to Swire,
Consolidated, and United, and creation of the Coca-Cola
National Product Supply System which controls 95% of
the territory in the United States.

Advertising
Coca Cola advertising has been among the most prolific
in marketing history, with a notable and major impact on
popular culture and society as a whole. The logo, bottle
design, and brand image are internationally recognisable.
Their product is ranked the number one soft drink,
repeatedly,internationally, and has notoriety as the first
soft drink consumed by astronauts in space. They employ
a diverse range of integrated marketing communications
to advertise through direct marketing, web based media,
social media and sales promotions(Stringer, 2015).
The company carefully considers all touch points a
consumer(or prospective consumer) has with the brand as
potential delivery channels for the brands message, and
makes use of all relevant communication systems. This
well established, long standing, consistent approach has
created a longing for the product that by far superseded
the desire for that typically associated with a drink to
quench ones thirst.

Direct Marketing
They have exclusive vendor company partnerships, which
eliminates competition, e.g. cinemas and restaurants only
serving Coca Cola over Pepsi. At sponsored sporting
events they again eliminate competition by attaining sole
sale rights as well as VIP sales opportunities to important
clients, e.g., baseball fields.

Viral Marketing
The company also markets via mobile marketing in text
messages, e.g.. viral marketing campaigns.

Web & Social Media

They set the industry benchmark as the brand so
universally recognized that audience building is

unnecessary.Their fan engagement spans 86 million

globally across social media channels. They deliver a
consistently unified message whether it be through new
products, online interaction,and social, cultural or
sporting events.

Sales & Promotions

In the retail setting, direct store beverage delivery trucks
(mobile advertising) as well as point of sale coolers and
vending machines have bright red logo blazoned
branding. In terms of food service, Coca Cola is a food
pairing suggestion that is now ingrained as a food match,
e.g., for popcorn, burgers, fries, and hot dog combos.

COCA-COLA INDIA
Coca-Cola India Pvt. Ltd. is a Wholly-Owned
Subsidiary of The Coca-Cola Company, USA.
While building the consumer franchise for The
Coca-Cola Company trademarks, it also leads
world class governance systems for the
operations of all partners in bottling, suppliers,
distributors and other stakeholders. Hindustan
Coca-Cola BeveragesPvt. Ltd. As part of the
Bottling Investments Group of The Coca-Cola
Company, HCCBPL has 24 bottling plants at
strategic locations in various states spread
across India. We cover approximately 65% of
bottling operations for the Coca-Cola System in
India. HCCBPL has an extensive distribution
system spanning more than a million outlets
operating with world class execution standards.
The focus of the system is to develop strong
customer value while delivering preferred choice
of refreshment at an arm's length of desire to the
consumer. Over the years, Hindustan Coca-Cola
Beverages Pvt. Ltd. has focused on building
world class operations based on principles of
safety, profitability and solid governance to claim
sustained growth. As part of our journey of
moving towards being a World Class Company,
we have strengthened our organization in terms
of Supply Chain, Infrastructure, Market Execution,

People, Processes, Compliance, Governance and

Route-to-Market. This approach has enabled
company to build our portfolio through launching
new packs and brands, coupled with a
competitive pricing strategy based on a balance
of value pricing and eliminating waste. Its
operations have grown rapidly through a model
that supports bottling operations, both company
owned as well as locally owned and includes over
7,000 Indian distributors and more than 2.2
million retailers. Today, our brands are the
leading brands in most beverage segments.

Distribution system
HCCBPL has an extensive distribution system
spanning more than a million outlets operating
with world class execution standards. The focus of
the system is to develop strong customer value
while delivering preferred choice of refreshment
at an arm's length of desire to the consumer. In
the network of the Coca-Cola system, Coca-Cola
has either of the two bottling operation done for
the company.
1. COBO Company Owned Bottling Operations.
The companys owned bottling plants are the

100% subsidiary of HCCBPL, it holds all the rights

to manufacture the products as well as to bottle
the manufactured products. After 1993, when
Coca-Cola re-entered the Indian market, it did a
lot of changes in existing system of soft drink
market prevailing in India, by acquiring the major
brands and the bottling operations from Parle.
Coca-Cola & PepsiCo launched in India at the
same time so when Coca-Cola bought the leading
beverages products of Parle, the Parles
properties were took over by PepsiCo. After that
the Coca-Cola Company founded some of its own
bottling operation in India. In year 1997, company
did a major investment of $700 million in India by
purchasing other bottling operations, all around
India and introduces new technology in them.
These bottling plants are called Company Owned
Bottling Operations. Company has full ownership
and operational right for these types of
operations. 2. FOBO Franchise Owned Bottling
Operations. Franchise Owned Bottling Operations
are the other type of bottling operation for the
company to these; the company has given the
right to produce the product for the company and
to supply with the territory assigned by the
company. Company has no ownership or
operational right / control over these.

Distribution chain
HCCBPL has a wide and well managed network of
salesmen appointed for taking up the responsibility
of distribution of products to diverse parts of the
cities. The distribution channels are constructed in
such a way that the demand of customers is
fulfilled at the right place and the right time when
it is needed by them. A typical distribution chain at
HCCBPL would be: The customers of the Company
are divided into different categories and different
routes, and every salesman is assigned to one
particular route, which is to be followed by him on
a daily basis. A detailed and well organized
distribution system contributes to the efficiency of
the salesmen. It also leads to low costs, higher
sales and higher efficiency thereby leading to
higher profits to the firm.

Types of outlet

A. Grocery Store stocking a variety of regular use

household items. The channel provides an
opportunity for penetration as it propels home
consumption. It includes all the kiriana stores,
departmental stores, supermarkets, provision
stores etc. B. Convenience These offer pan bidi
and the stock includes cigarettes ,mint,
confectionary and CSD .it also covers STD and ISD
phone booths as well .customers generally drop by
All day long hours for a break .this is extremely
useful in driving impulse purchase. C. Eating &
Drinking Eating and drinking ranges from high
end restaurants to small dhabas .these outlets
offer multiple opportunities to enhance sales as
people usually order something to drink along with
food.

Packages of the product

The Coca-Cola products are available to its

customer in different sizes and packs depending on
the beverage. Basically the company manufactures
the product and bottles it in 5 different kinds of
packs.
1. RGB Returnable / Refillable Glass Bottles.
2. PET Plastic Bottles
3. CAN Aluminum Cans (Tins)
4. Tetra Tetra Packs
5. BIB Beverages in Bag
RGB These bottles are the glass bottles which are
available in the size of 200ml & 300 ml. The
consumer can buy these bottles from the retailer
but once the beverage is consumed by the
consumer the bottle is to be returned to the retailer
and the amount paid to the retailer is only for the
beverage. The retailer will later on return the bottle
to the manufacturer and the bottle will be reused
after certain cleaning procedures.
PET These are the plastic bottles made from
Polyethylene terephthalate. The plastic bottles are
much liked by the consumers as they dont have to
return the bottle to the retailer. The consumer can
buy the bottles from the retailer and drink it at any
preferred time. The PET bottles are available in the
sizes of 400ml, 600ml, 750ml, 1ltr, 1.2ltr, 1.25 ltr,
2.25 ltr.
CAN These are the aluminum cans which can be
easily seen in the market. The costs of these cans
are higher than the normal PET and RG bottles.

TETRA These are the special packs used for the

juices only. The CSD are not available in these
packs.
BIB These are the bags which are not available to
the consumers, these bags are used for the
fountain machines at the mall, theaters, etc. It
contains the beverages only without the CO2. The
carbon dioxide is later added when it is being
served to the customer in glass.

Products of coca-cola
Cola Section: COCA COLA In India, Coca-Cola was
the leading soft-drink till 1977 when the
government 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. Packs 200 ml 300ml 400ml 600ml
750ml 1.75ml 2.25ml

DIET COKE Launched in 1982 in America, Diet

Coke (also known as Coca-Cola light in some
countries) has become the world's third largest soft
drink.

Thums up
It is a leading sparkling soft drink and most trusted
brand in India. Originally introduced in 1977,
Thums up was acquired by the Coca Cola Company
in 1993.This brand 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. Packs 200 ml 300ml 400ml
600ml 750ml 1.25ml 2.25ml

FANTA
FANTA 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 uplifts 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. Packs 200 ml 300ml
400ml 600ml 750ml 1.25l and 2l.

Lemon section
SPRITE
Sprite is global leader in the lemon line
category, is the largest sparkling beverage brand
in India. Since its inception is 1999, Sprite has
not only established itself as a brand which
successfully boasts it's 'cut-thru' perspective with
an authentic, edgy, irreverent, urban and straight
forward style, but has also achieved status of an
undisputed youth 'badge' brand. Today Sprite is
one of the top two sparkling soft drinks in the

country. Packs 200 ml 300ml 400ml 600ml 750ml

1.25l and 2l.

limca
Limca has remained unchallenged as the No.1
Sparkling Drink in the Cloudy lemon Segment.
The success formula is the sharp fizz and lemoni
bite combined with the single minded proposition
of the brand as the provider of "Freshness. Lime
n Lemoni Limca, Derived from nimbu +
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. Packs 200 ml 300ml
600ml 750ml 1.25l and 2l

Juice section
MAAZA Mango. It is a fruit associated with good
times like no other. Its called the king of fruits.
Introduced in 1970s, Maaza has today come to
symbolize the very spirit of mangoes. Universally
loved for its taste, color, thickness and
wholesome properties, Maaza is the mango
lover's first choice. Packs 200 ml 250ml 600ml
750ml 1.2ml

Minute maid
PULPY ORANGE Minute Maid one of the world's
largest juice and juice drink brands. The history
of the Minute Maid brand goes as far back as
1945 when the Florida Food Cooperation
developed orange juice powder. They branded it
Minute Maid, a name connoting the convenience

and the ease of preparation (in a minute).

NIMBU FRESH: Launched first in South of India in
January 2010, Minute Maid Nimbu Fresh, started
refreshing the whole of India by April 2010.

Mix fruit
Launched in the East in 2010 and scaled up in
2011 across the country.

APPLE
Launched in the East in 2010 and scaled up in
2011 across the country.

MANGO
Launched in 2012 across India.

KINLEY
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 purity of our product. Because we
believe that right to pure, safe drinking water is
fundamental. Packs 500ml , 1 Ltr .

KINLEY SODA
Launched in 2002 Kinley soda today is no.1
national Soda brand. Packs 300ml 600ml
750ml

Soft drink industry in india

India has a population of more than 1.150 Billion
which is just behind China. According to the
estimates, by 2030 India population will be around
1.450 Billion and will surpass China to become the
World largest in terms of population. Beverage
Industry which is directly related to the population
is expected to maintain a robust growth rate. The
price stability throughout the year has contributed
to the increase in domestic liquor sales. The Indian
beverage market offers hot options. . Part of the
industry of fast moving consumer goods is also the
beverage industry. "Food and beverages segment
has not suffered despite the slowdown in the
economy. FMCG in our stores has done very well.
In India, various positive factors drive the
beverage markets. One is the rising number of
people in the middle class with extra money to
spend on new beverages like wine, new brands of
imported whiskey, or the fancy energy drinks,
some of which are really good to enable people to
work longer, to listen longer during conferences,
and even to party longer and have fun. Leader in
this segment is Red Bull, but some other good and
very effective drinks, one even very healthy are

already or soon entering the market. Another factor

is the sheer size of the number of people in India.
Even the rural households, as the monsoon is
good, get purchasing power and can participate in
consumer markets. Where ever the purchasing
power is still not big enough, companies offer
smaller packs for Rs. 15 or Rs.10, especially to be
seen in the snack market. Hot summers in India
also help a bit to sell beverages. The large
untapped market potential for store-bought nonalcoholic beverages, in particular carbonated
beverages, juice based drinks and energy or sports
drinks among urban/suburban consumers in India.
Approximately 120 billion litres of beverages are
consumed by Indians every year, but only 5%
represent store-bought packaged beverages. The
majority of Indian consumers (75%) still consume
non-alcoholic store-bought beverages less than
once a day, highlighting a large untapped market
opportunity, particularly in the carbonated drinks
and juice or juice-based categories (estimated to
be worth $1.5 Billion and $.25 billion respectively).
In order to increase consumption and penetration
of such beverages manufacturers will have to
address the two primary reasons why some Indians
abstain entirely, that is, health concerns and
undesirable taste. The study investigates
consumption frequency and habits, the importance
of various product attributes, and brand
preferences across age, household income, city in

India and beverage category. This study has

implications for manufacturers, distributors,
retailers and investors hoping to capitalize on the
growth of these beverage categories in India and
distinguish themselves in the increasingly crowded
marketplace. India is a booming market for the
beverage industry as well. It already accounts for
about ten per cent of global beverage consumption
today. Since India is (still) a country of tea and
coffee drinkers, packaged cold drinks have
enormous potential.

Vision mission and values

Vision 2020 creates a long term destination for company
business and provides a Road map for winning with our
bottling partners.

vision
our vision 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 peoples desires and
needs
PARTNERS: nurturea 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 communities
Profit: maximize long term return to share owners while being
mindful of our overall responsibilities

Productivity: be a highly effective, lean and fast moving

organization

mission
Our roadmap starts with our mission, which is enduring. It
declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions.

To refresh the world

To inspire moments of optimism and happiness
To create value and make a difference

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, its up to me
Passion: committed in heart and mind
Diversity: as inclusive as our brands
Quality: what we do, we do well

Focus on the market

Focus on need of our consumers, customers and
franchise partners
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the market place everyday
Be insatiably curious

Work smart

Act with urgency

Remain responsive to change
Have the courage to change the course when needed
Remain constructively discontent
Work efficiently

Act like owners

Be accountable for our actions and inactions
Steward system assets and focus on building value
Reward our people for taking risk and finding better
ways to solve problem
Learn from our customers- what worked and what didnt

Be the brand
Inspire creativity, passion, optimism and fun

About my traning
I started my traning from 1st june 2016 at Hindustan cocacola beverages pvt. Limited, jammu. As I have opted for
marketing as my major subject, so I choose to perform my
traning in marketing field of coca-cola company. I was given
the Samba and Kathua area to learn about the market in these
areas. I completed my traning under the supervision of Mr.
Varun vaid ( sales executive) of Samba and Kathua area.
During my traning session I was exposed to various market
conditions in which I learned how to deal with customers,
retailers and franchise owners. During the first week of my
traning I was send along with the sales persons of the
company to learn about the market. They briefed me about
how they work in the market and what are the jobs assigned
to them by their seniors and how they have to achieve their
respective targets. The guidelines about the market work
provided by the sales persons was valuable to me. It helped
me a lot during my remaining summer traning.

Objective of my traning
I was given a field survey on the RED self assessment tracker
of the company.My task was to learn about RED tracker
scoring, maintaining the purity in the coolers and perform the
sales task of the company. I was given the tasks by my guides
to accomplish the sales in the given areas independently and
inform them about any complaints by the retailers regarding
the delivery of companys product.

What I learned
During my training I learned about the RED self assessment
tracker of the company, benefits of the red tracker, how it
helps in marketing of the brands, and increasing the sales of
the company. with the help of the sales persons of the
company I learned about how to perform the daily task in the
market and how to communicate about the schemes and
offers of the company to the retailers.

Field survey
I performed my field work in the Samba and Kathua area.
During my training I worked in the border areas, cities, and
town areas. The total population of samba area is about
318,898 and the district covered its adjoining tehsils namely
Supwal, Ghagwal, Vijaypur. Samba consists of 22 native
towns ( also known as mandi). The biggest village in this
district is Rajpura.
The total population of Kathua is about 615,711. The district
is divided into eight blocks: Bani, Barnoti, Basholi, Billawar,
Duggan, Hiranagar, Kathua and Lohai malhar. It has
approximately 512 villages. During the market survey it was
found that the market share of coca-cola in these districts was
about 65%.

EDS ( every distributor

survey)
Every distributor survey is done to get the details about the
number of retail outlet present in the particular area. The
EDS helps the marketing personels to get information about
their companys market share. During my traning I was also
given task of doing market survey. I performed EDS in
Hiranagar, Chadwal, Dayalachak, Sumbh, Nud, border areas
of samba, SIDCO industrial complex and samba. In these
areas the total no shops were 480, in which coca- cola was
present at 312 shops.

Questionaire
Q1) Does customer prefers coca cola over
other beverages?
A) Strongly agree B) Agree C) Not
sure
D) Disagree E) strongly disagree
3

10
7
strongly agree agree not sure disagree strongly disagree
5
15

 Q2) Does coca cola offer more flavors than other brands?
A) Strongly agree
strongly disagree

B) Agree C) Not sure D) Disagree D)

3
7

10

strongly agree agree not sure disagree strongly disagree

5
15

 Q2) Does coca cola offer more flavors than other

brands?
A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly disagree

2
STRONGLY AGREE AGREE
7

DISAGREE

12

6
STRONGLY DISAGREE
13

NOT SURE

 Q4) Is coca cola available at affordable price?

A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly
disagree

7
7
STRONGLY AGREE AGREE

DISAGREE

10
12
STRONGLY DISAGREE
4

NOT SURE

Q5) Does coca cola gives more margin than other beverages?
A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly
Disagree

5
8
STRONGLY AGREE AGREE
4
DISAGREE

NOT SURE
9

STRONGLY DISAGREE
14

Q6) Information sharing is good between you and the

brand?
A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly
disagree

3
STRONGLY AGREE AGREE
8
DISAGREE

5
STRONGLY
15 DISAGREE

NOT SURE

 Q7) Does advertising leads to certain change in

demand?
A) Strongly agree B) Agree C) Not sure D) Disagree
D) strongly disagree

3
STRONGLY AGREE AGREE
5

DISAGREE

10

8
STRONGLY
14 DISAGREE

NOT SURE

 Q8) Are schemes provided by the company beneficial to

the retailers?
A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly disagree

4
STRONGLY AGREE AGREE 8
4

DISAGREE

11
13DISAGREE
STRONGLY

NOT SURE

 Q9) Does red tracker helps your store ?

A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly
disagree

4
6
STRONGLY AGREE AGREE

NOT SURE
8

DISAGREE

12
STRONGLY
10 DISAGREE

 Q10) Is company solving the grievances of the retailers

on time?
A) Strongly agree
B) Agree C) Not sure D)
Disagree D) strongly disagree

5
STRONGLY AGREE AGREE 6
10
DISAGREE

14
STRONGLY DISAGREE
5

NOT SURE

 Q11) which packing is more popular among consumers?

(A) TETRA (B) IC (C) OTG (D) FC

10
TETRA

IC
8

OTG
16

FC

 Q12) Inventory is replaced after how many days?

(A) 1 (B) 2

4
1 day

2 days 8

(C) 3

(D) 4

(E) 5

2
12
3 days
14

4 days

5 days

RED TRACKER

Benefits of RED tracker

RED tracker is in the form of booklet provided by company
to its sales persons. The sales persons of the company
collects the details about cooler, presence of the brands,
details about the display of products, internal activation,
purity level of coolers etc. It also collects the details about
the availability of different types of packs. Through RED
tracker company get information about the presence of
coolers in the shops and their position.

Parts of RED tracker

Red tracker is divided into four parts:
Visi-cooler scoring
Availability score
Activation score

 Bonus points

Visi-cooler scoring
Cooler scoring is done to check availability of coca-cola
visi-cooler, its position, brand order(COLT-J) with shelf
strips, pack order and purity of the cooler.
Cooler scoring helps company to get information whether
the coolers are used for their products or other products by
the shopkeeper.
This part helps the company in getting information about
cooler availability in the shops and whether they are
working properly or not, and the type of cooler provided to
the shop keeper.
Cooler should be placed at the place where it is visible to
every customer who visits the shop. Cooler should not be
placed in the shop where it is not visible easily to the
customers as it had adverse effect on the sales of the
companys product.

Types of packs

Availability score is again divided according to different

pack size.
IC packs(immediate consumption)
OTG packs(on the go)
FC packs( future consumption)

IC stands for immediate consumption packs. These include

bottles of packs ranging from 200ml to 400ml. These packs
are consumed by the customer on the shops. Some packs
like cans are carried by customer with them.

OTG stands for on the go packs. These includes packs

ranging from more than 400ml to 750ml. These packs are
usually for serving 2 to 4 persons. A 600ml pack can serve
2.4 persons

FC stands for future consumption packs. These contain

bottles ranging between 1l and 2l packs. These packs are
used for consumption in parties, in families, and can be
stored easily at home. These packs are also known as fridge
packs

Red tracker scoring

Visi-cooler score
Types of
outlets

Is coca- Prime
cola
position
cooler
present
and
working

Brand
order(CO
LT-J) with
shelf
strips

Pack
N-1
order(2 purity >
shelf IC) 60%

E&D

yes/no

10

Grocery

yes/no

10

convenie
nce

yes/no

10

leadUnited
2CSPOther
Coca-cola
sprite
leadUnited
CSPOther 2
Mazza
Coca-cola
sprite
leadUnited

1
0

1
0

1
0

5
Mazza
Kinley/bon

IC packs OTG
packs

CSPOther 2

maaza

sprite

Coca-cola

E&D

.Groc

AVAILABILITY SCORE

FC packs W
m
di
la

v.con

BONUS POINTS
400ml+75
0ml
availability
at>50%
outlets

N-1 purity > Zonal

60%
initiative

E&D

10

Groc.

10

Conv.

10

Horizontal marketing

Total bonus

Horizontal market expansion includes increasing the

geographical limits of the companys market and enter into
the new market. Red tracker helps the company in getting
details about the retailers in particular area. Through
horizontal market expansion company is able to increase its
market share.

Vertical marketing
Vertical market expansion includes increasing the sales of
the companys products and achieve the annual targets. Red
tracker helps the company in analyzing the effects of
different marketing investments.Vertical market expansion
is achieved by the company by offering new schemes and
offers to their customers and retailers.

Marketing of brands
Company offers bottle hanging grills, shelf-strips, placards,
visi-coolers, bottle openers etc for marketing of their product.
Coolers are also displayed with the brand products of the
company. Activation score is given for displaying the
products on the top of the cooler and the shelf. Through these
activities company can increase the value of its brands and
communicate to the customers about its new products and
offerings.

suggestion
Company should review the prices of its products.
Greviances of the customers should be solved quickly.
Company should offer freebies to retailers and many times
they expect from the company.

Bibliography
1. www.cocacolaindia.com
2. www.wikipedia.org

Thank you