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DEEP RED Analysis and Evaluation of the product availability and Activation standard in retail Outlets of Indore

By

Nidhi Tiwari

K J Somaiya Institute of Management Studies & Research
June, 2010

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DEEP RED Analysis and Evaluation of the product availability and Activation standard in retail Outlets of Indore

By

Nidhi Tiwari

Under the guidance of

Shri Tarun Purohit Marketing Manager Hindustan Coca cola Beverage Pvt. Ltd.

K J Somaiya Institute of Management Studies & Research
June, 2010

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CERTIFICATE

This is to certify that Ms. Nidhi tiwari, a student of the Post-Graduate Diploma in Retail Management, has worked under my guidance and supervision. This Summer Project Report has the requisite standard and to the best of my knowledge no part of it has been reproduced from any other summer project, monograph, report or book.

Organisational Guide Mr. Tarun Purohit Marketing Manager Hindustan Coca Cola Beverages Pvt. Ltd.

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DEEP RED
Analysis and Evaluation of the product availability and activation standard in retail Outlets of Indore Low per capita income, lesser awareness about branded products, predominant rural population, widespread illiteracy and ignorant attitude towards money product preference are some of the most pronounced characteristics of Indian middle class consumers. This kind of demographic distribution makes it hard for companies to sell a product which neither falls under the category of need nor under necessity. India is a country of over a billion people, with a very low per capita consumption of soft drinks. An independent study shows that out of 120 billion litres of non alcoholic beverage consumed in India, only 4% falls under the ready-to-drink category. Here in lies the next big opportunity. With increased urbanisation, growth of the middle class and both spouses coming under employed category, increasing number of people are getting introduced to ready-to-drink packaged drinks, which opens up a vast potential for new and untapped consumer section. HCCBPL (Hindustan Coca Cola Beverage Pvt. Ltd.), a subsidiary of The Coca Cola India, deals in a category which is not only price driven but also doesn’t fall in the previously mentioned need or necessity category. To sell such a product, certain procedures are adopted by the company which not only increases its visibility but also encourages the customer to go ahead and buy the product. Building quality products and long lasting relationships with customer is at the heart of the whole strategy. It’s by striving to achieve closer relationships with customers that sustainable relationships can be established. To pursue this task in market place execution, they have implemented a program called ‘Deep RED’, a subset of RED(Right Execution Daily), for their key account customers; like modern trade retail outlets, restaurants, eating and drinking joints, etc . This program maintains a comprehensive tab on each outlet that how efficiently they implement and maintain merchandising standards. It eventually helps them to identify key areas where improvements can be made. HCCBPL has been working on RED since February, 2006. The company believes that its success depends on their ability to connect to customers and step up to meet their demands. Company’s success further depends on the ability of their own people to execute effectively every day. A.C. Nielson conducts a survey each month to measure the impact of Deep RED. It conducts the survey by visiting all Deep RED activated outlets and benchmarks them on the prescribed merchandising standards of Deep RED. Then an amortized report about the same is sent to HCCBPL. Deep Red is basically for:-



For vertical growth of company’s business through its existing outlets by getting improved volumes.

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   


For better fill rates of its SKUs that converts into good availability in the market For better control over market It decides and indicates the...
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