This is a summer internship report of coca-cola, on the topic "Impact of RED & promotional activity in execution and market development".

1. A PROJECT REPORT ON “IMPACT OF RED &
PROMOTIONAL ACTIVITY IN EXECUTION & MARKET
DEVELOPMENT” (COCA-COLA)
SUBMITTED TO:
DR ANIL GOPE
ASSISTANT PROFESSOR
SMS VARANASI
SUBMITTED BY
SHASHI RANJAN KUMAR
MBA/03/090

2. EXPERIENTIAL LEARNING
• PITA model
Gross profit(Rs)=Population x Incidence x Transaction (ltr) x Average
profit(Rs/ltr)
• Horizontal expansion
• Vertical expansion
• RED (Right execution daily)->
visi-cooler,Availablity,Activation Element.
Implimentation of RED
Impact of RED

3. RED (Right Execution Daily)
• Visi-cooler
• PRIME Location – Visible to every one
• 100% pure with coke products?
• Coca-Cola products in a BRAND ORDER (COLT-JK) such as coke> fanta >
sprite > limca > thumbs up > maza > kinley.
• Availability - The company has divided their outlets on the basis of
the following criteria-
Volume - 1.5 times of volume in liter of cooler size
Channel – grocery , E&D. convenience
Income group

4. Activation Element
• GSB BOARD (GLOW SIGN BOARD)
• STAND
• FLANGE

5. INTRODUCTION OF COMPANY
• Coca-cola was invented in may 1886
by Dr. John S. PEMBERTO in Georgia.
It offers more than 500 brands in over
200 countries.
It operates a franchised distribution
system. It produces only syrup
concentrate which is then sold to
various bottlers throughout the world.

6. OBJECTIVES OF THE STUDY
• To understand the availability of the product.
• To know the availability of Activation elements in
the outlet.
• To know the impact of RED & the activation
elements on sales.
• To know the effect of visi cooler on sales after
placing it in prime position.
• To know the demand for Coke in different
channels, volume outlets and localities.

7. RESEARCH METHODOLOGY
• Descriptive methodology is used to conduct the
survey
• Sampling unit - Owners of the retail outlets.
• Sampling size- 100 outlets
• Sampling method- Random sampling
• For survey, sample size was taken from different
locations of varanasi.
• The sample collected from hundred outlets of
each Grocery, Convenience and Eating & Drinking
outlets.

8. ANALYSIS & INTERPRETATION
80
20
yes
no
1.Do you have sufficient activation elements?
Interpretation: Out of 100 retailers, 80 of them answered
that they have sufficient activation elements at their outlets
whereas 20 answered NO, however it was found that
although they had activation elements yet they were not
ready to display the elements at their outlets.
Interpretation: Out of 100 retailers, 80 of them
answered that they have sufficient activation
elements at their outlets whereas 20 answered NO,
however it was found that although they had
activation elements yet they were not ready to display
the elements at their outlets.
RESPONCES OF
RETAILERS
100 100%
YES 80 80%
N0 20 20%

9. 55
45
yes
no
2.Do sufficient stock is available to you?
Interpretation: Out of 100 retailers, 55 said that proper
stocks were provided to them and 45 answered NO.
However later on it was found that there were several
complaints regarding functioning of Enterprises and also
against mismanagement made by salesman.
RESPONCE 100 100%
YES 55 55%
NO 45 45%

10. 59
41
yes
no
3.Has the sale of brand “COKE” increased in
your outlet after RED activation?
Interpretation: Out of 100 retailers, 59 of them answered
positively as due to it there was increase in awareness
among customers about various brands and their related
prices however rest of the retailers gave negative
statement and it was also found that after the activation
they removed the price strip and sold the products at
their own prices.
RESPONCE 100 100%
YES 59 59%
NO 41 41%

11. 80
20
yes
no
4. Do buyers of Coca-Cola brand has increased in
your outlet on per day basis?
Interpretation: Out of 100 retailers, 80 answered
yes since last many year buyers for Coca-Cola have
increased specially for SPRITE, THUMBS UP,
however 20 said that it haven’t changed or other
brands such as PEPSI still more preferred by
consumers
RESPONCE 100 100%
YES 20 20%
NO 80 80%

12. IMPACT OF RED
• It helped in finding out the promotional activities of
the company and helped in making relevant changes
according to the rivalry company.
• Ensured the availability of the product in the market.
• The study also helps in the evaluation of the market
developer .RED helps to maintain the outlets in a well-
designed way to attract consumers.
•

13. FINDINGS
• With a great brand value, with good sales COCA-COLA is
the market leader in varanasi.
• There are not enough activation elements in some
outlets to attract the customer.
• In some outlets offers were not reaching.
• After we did RED activation by visiting the shops
number of times there were increase in RED score of
that area which also helped in increasing in sale of Coca-
Cola products by creating awareness among consumers.

14. CONCLUSION
• From the survey done in Varanasi region it was found
that there is huge demand of Coca-Cola products and
is more preferred in comparison to its competitors
specially Thumbs up and Sprite are in more demand
by consumers.
• RED helps to find out the promotion activities of the
company and help to make relevant changes
according to their rivalry company.
• outlet owner unable to gets proper scheams
regularily.

15. SUGESTIONS
• Company should look upon delivery of
stock at correct time so that retailers could be
able to maintain required GOD at their outlets
• Company needs to give quick solutions to
complaints as customers are main asset of a
company if they are unhappy with the service
ultimately it will affect the sale.
• Company needs to implement some strict rules
against violation of purity of cooler.

16. LIMITATION
• It may happen that what question we ask
from the retailers/distributors, they may not
give tact full answer.
• Retailers and distributors had less time to give
answer of our questionnaire and may be that
answer is not fact full
• The psychological condition varies from place
to place because in many places outlet owner
was not supportive

17. QUESTIONNAIRE
1) Do you have sufficient activation elements?
Yes No
2) Are you following the particular brand order COLT-
JK?
Yes No
3) Is your outlet having pure Visi-cooler?
Yes No
4) Is sufficient action taken regarding your complaints
related to mal-functioning of Visi-cooler?
Yes No
5) Do sufficient stocks available to you?
Yes No

18. 6) Do sufficient scheme available to you?
Yes No
7) Do regular inspection of your outlet is being done by company’s
agent?
Yes No
8) Do you sell at price stated by company for all brands of Coca-
Cola?
Yes No
9) Do buyers of Coca-Cola brand has increased in your outlet on
per day basis?
Yes No
10) 3.Has the sale of brand “COKE” increased in your outlet after
RED activation?
Yes No