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 MARKET EXECUTION THROUGH (RED) RIGHT
EXECUTION DAILY IN COCA COLA OUTLETS.

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1. To Study RED Methodology.

2. To identify the measures of RED Management.
3. To focus on the market share of the Coke through RED Management.

 The Company claims that 60 percent of customers

are very satisfied with the service they receive.
 
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In May 1886, Doctor John Pemberton a pharmacist from Atlanta, Georgia

invented Coca Cola. John Pemberton concocted the Coca Cola formula in a three legged
brass kettle in his backyard. The name was a suggestion given by John Pemberton's
bookkeeper Frank Robinson. Being a bookkeeper, Frank Robinson also had excellent
penmanship. It was he who first scripted ³Coca Cola´ into the flowing letters which has
become the famous logo of today.
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines internationally. The Coca-Cola Company claims that the beverage is sold in
more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia,
and is often referred to simply as Coke (a registered trademark of The Coca-Cola
Company in the United States since March 27, 1944). Originally intended as a patent
medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola
was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to
its dominance of the world soft-drink market throughout the 20th century.
 
 

The methodology is primarily based on survey method, which is through

Questionnaires and interviewing the owners of the outlets like grocery retailer,
convenience store, E & D 1 & 2 and consumers. For survey, the sample is collected
from different locations of Parbhani.

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The research includes the study, which was descriptive in nature. The
study includes two methods
 Questionnaire/ interview method
 RED scoring card


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 Sampling unit- Retail outlets.
 Sampling size- 100 outlets
 Sampling procedure-Random sampling
 Sampling method- Retailers survey
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:Though it is obvious that coke has a major share in the market, it seems
that new strategies under RED concept have definitely the reason, this has
indeed boosted the sales for the company.
:As per the outlet owners, the product, which is seen is sold i.e. "Jo Dikhta
Hai Woh Bikta Hai". They do consider that it is because of the activation
elements.
:Few activation elements like Table Top, Glow Shine Board, Hanger;
Road Stand plays a major role by inducing a desire in the customer mind to
buy the drink, in turn increasing the sales of the company
:It is observed that there is a shortage in the supply of certain brands
unfortunately because the company could not cope up with the demand
during the season.
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:Risiting outlets of different kinds in the market and observe the functioning of
merchandising standards in the outlets for 3 weeks and after survey of about 100
outlets in the surrounding areas of Parbhani, has made it very clear that
executing the merchandising standards in the right way daily, keeping Coca-
Cola ahead of its competitor by increasing the sales and the profits.

:Lastly concluding, RED is indeed the reason why the company is in better
position reaping profits through proper execution.

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:Activation elements should be made available at outlets where they are absent.
:MD¶s for that matter anyone above him has to ensure that the cooler installed
in the outlet is not being used for personal purpose
:ASM¶s have to see that the delivery people are delivering the product to the
outlet without neglecting
:All the Non-RED outlets should be converted in to RED outlets by educating
them.
:Most of the outlet owners do not understand the importance of brand order,
this should be explained by the concerned people to the outlet owners
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