Introduction OF GRORED Scheme

Hindustan Coca-Cola Beverages Pvt. Ltd. Bangalore

Presented By: Deepak Kumar Singh Smita Shandilya

Introduction: The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland.

Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886
The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger

 Coca Cola owns more than of the worlds beverages. Coke is affordable in most of the outlets we surveyed. Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India Coca-Cola re-entered India in 1993. The vision of the company is to lead beverage revolution in the world and provide its consumer quality beverages at affordable price. As on June 2005, Company has 78 manufacturing locations across 24 states of the country.

GRORED SCHEME

 Increasing sales volume by implementation of Activation Scheme ( GROROED) and study the same for the expansion feasibility, this is targeted specially at the point of selling. To know the impact of GRORED scheme on the retailer's sale. To know about the position of Coca-Cola products in relation to other products. To collect information about customers preference tastes through retailers. To understand the retail market of Coca Cola, its selling & distribution channels.

 The project would be able to analyse the effect of sales promotion over the sales. It will provide a basis for further modification in the scheme by keeping the retailers response in mind. Good analysis of the existing retailers helps the management to plan their strategy as well to improve the Activation Scheme. To make a platform for market developer to work on expansion of activation scheme

 Research Design: Research design selected for this project is Descriptive. Data collection Method: (a) Primary Data Collection Method: Survey method was used for primary data collection. I used questionnaire as an instrument for survey method. Structured questionnaire. Type of questions: Open ended and closed ended.

(b) Secondary Data Collection method: Reference books. Internet.

 Sampling Detail:
Target population: Grocery Outlets Sampling unit: In this study the sampling unit is retailers. Sample size: 102 retailers. Population Size: 600 Sampling method: The sample is selected by using convenience-sampling method.

Resources:

The resources used are:

Hardware:
The list of outlets provided by the company and help of presellers are taken to visit the outlets. Questionnaire:

Software:
Software used are the MS word, excel and powerpoint for making the reports and statistical analysis of the data collected.

-:What Did We Do: Received the list of retail outlets and visited 102 of them with the help of presellers. Communicated with the concerned person of the retail outlets about the scheme and explained the benefits they can avail. Interacted with the Mr. Fizz( delivery boys) of the retails outlets and explained them about the GRORED scheme, what they have to do and what are the benefits they can receive from this scheme. We have put an effort to motivate the delivery boys for the execution of the GRORED scheme.

 A questionnaire of 10 question is prepared and asked to the retailers. The data collected through questionnaire is then summarized in table and then interpreted. The success ratio is calculated and the feasibility for the expansion is determined.

Success Ratio For the Outlets Visited

Number of Outlets ready to enroll

Success Ratio=
Total Number of Outlets Visited

73
Success Ratio= 102 100 = 72

List Of Outlets Ready to Enroll: Click Here What about other outlets? Click Here

Classification Of Outlets:
The outlets which are ready to enroll can be classified under three groups on the basis of Mode of order to be taken for Home delivery. These are as Follows: Group No. 1 2 3 Mode Of Order

On Phone: Click Here On Phone and Personally: Click Here By List: Click Here

Graph Showing the Number of home deliveries per day in outlets

Frequency In Percent
60

50
40 30 20 10

Frequency

0
Below 25 25-50 50-75 75 and above

Graph Showing the frequency of vendors in different outlets

Frequency In Percent

50
40 30
Frequency

20
10 0 Less than 2 2 to 4 4 and above

How many outlets is Coca-Cola exclusive, Pepsi exclusive or Shared?

Frequency in Percent
70 60 50 40 30 20 10 0
Frequency

Pepsi Exclusive

Coca-Cola Exclusive

Shared

Channels of outlets
Frequency In Percent

5% 30% Grocery

65%

Convenience E&D

How many outlets have Display Racks

Frequency In Percent
70 60 50 40 30 20 10
Frequency

0 Coca-Cola Other Beverages No rack

What is the mode of ordering for home deliveries

Frequency In Percent
50

45 40 35 30 25 20 15 10 5 0
Over Phone Personally Both By List

Frequency

Quality of the product

Logistics Involved
40

The Logistics involved in distribut ion of products is

30

20

10

0 Stron gly Agree Agree Nuetral Disag ree Stron gly Disagree

The Logistics inv olv ed in dist ribut ion of product s is ef f icient

Behavior of Distributor

 Out of 102 outlets, 73 have understood the concept of GRORED and ready to enroll for the same. 10% of the outlets have more then 75 home deliveries in a day, 15% has between 50-75, 25% has 25-50 and 50% has less then 25 home deliveries per day. Most of the outlets we have visited have home delivery service and most of them take order for home delivery on phone as well as personally. Shelves display is the most effective execution of the company. However all the brands of Coca-Cola has good demand in the market but in particular Sprite, Coke and Maza has respectively higher demand.

 The concept of GRORED was even communicated to the vendors and they were excited because of the reward system for them. This has given enough motivation to them for executing the activation scheme. However the GRORED scheme benefits all the players ( i.e. Company, Retailers, Vendors and Customers) but during the introduction of the scheme in the market we found that retailers were asking for the monetary or the material benefits for them. Most of the retailers are very satisfied with products and services provided by the company hence retailers give preference wile selling Coca-Cola as compared to its rivals, i.e. Pepsi. Apart from the high level of satisfaction possessed by the retailers there were certain issues regarding the scheme Exchange of the expired products. Performance of the visci-cooler. Manufacturing defects. Delivery services.

 Whenever the retailers have problems with there cooling equipment prompt after sales services can be provided. During the research period, it is found that retailers give more preference on scheme and offer so it should be taken care. After sales service is very important factor and should be looked into sincerely. Exchange policy should be improved. Consumer preference is towards Coco-Cola brand because of its taste and quality. So the company should maintain the same. We must visit all grocery outlets to accelerate the activation scheme and it must be activated immediately.