COMMONWEALTH JOURNAL OF COMMERCE & MANAGEMENT RESEARCH RETAIL BRANDING STRATEGIES: A CASE STUDY OF HINDUSTAN COCA-COLA BEVERAGES AT J & K STATE

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1 RETAIL BRANDING STRATEGIES: A CASE STUDY OF HINDUSTAN COCA-COLA BEVERAGES AT J & K STATE Miss. Puneet Kour Bali PhD. Scholar, Faculty of Management Pacific Academy of higher Education and Research University, Udaipur. ABSTRACT Hindustan coca-cola beverages private Limited has been serving people with huge variety of drinks such as beverages and fruit juices. To increase the business they have not just adopted a change in the variety of product they are offering and promotional schemes but also on the ground level they have a strong retail branding strategies. By Appointing a Market Developer (MD) to every particular area of the J & K state, for implementing the RED (right execution daily) norms, then keep a check on the retailer and with keeping a check on the implementation of RED norms. The scoring is given to MD on the performance based on RED tracker of their Market. The research mainly was to study the retail branding strategies being implemented in the areas such as Talab Tillo, Prade, Rehari, Bakshi Nagar, Jewel Chowk, Jain bazaar of Jammu and Kashmir State. The major finding of the study is that there was an increase in the scores of the MD s market tracker but in spite that there were many problems and complaints being faced by the Retailers. Key Words: RED (Right Execution Daily), MD (Market Developer), RGB (Returnable Glass Bottles), E&D 1/ 2 (Eating and Drinking type 1/ 2) 56

2 INTRODUCTION OF RED Hindustan coca cola Beverages private Limited India division under Eurasia Operating Group has been working on RED i.e. Right Execution Daily Since FEB Coca cola company believes that its success depends on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire, needs and lifestyles choices, company success further depends on the ability of their people by execute effectively every day. It is to maintain the vision according to a fix set of coke product which is known as COLOJ-K, it means the set will follow a particular brand order. Thums-Up will take first place after t.4.at Sprite or Limca, Fanta, Maaza and water or soda will take this RED also take care of the S.G.A ( Sells Generating Assets). To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED. A monthly report is send to Hindustan Coca- Cola Beverages Private Limited. The report is called as to create the Red Report A.C. Nielsen asks a set of question from the retailers which are as follows: There are 3 parameters in RED: 1-Visi Cooler Total: In this availability of Coca Cola visi cooler is checked, whether it is in prime position, as per standard, Pure and brand order/shelf order compliant. Total Visi-cooler total is 20 for all channels. Purity: Coca cola visi-cooler should contain only the brands of The Coca Cola Company. 2-Availiability Total: Availability of soft drinks is checked inside the visi cooler. Brand order is maintained. Availability of RGB, 600 ml PET, Juice RGB, Chilled facings of Coke and Lead Cola+ Flavour+ Maaza are compulsory for every outlet where as availability of other available 57

3 packaging varies from channel to channel. Availability total is 65 in Grocery, convenience, Travel and E&D1 channels where as in E&D 2 and Cinema Single Screen it is 55. Brand Order: The company has given a brand order to the market developers and drinks should be arranged in the cooler in the specific order only. COLOJ-K Co-Cola : Lead Cola Flavour followed by other cola L-Lime: Lead Lemon flavour followed by other lemon flavour soft drink O- Orange- Orange flavoured Cold Drink J- Juices K- Kinley Water and Soda 3-Activation Total: Activation is important because it helps to boost the sales of the company. It is done through the GSB Flex Boards, Shelf display, Price Communication, Combo boards, Table top or shelf top display.gsb Flex boards and displays are often used in E&D and convenience outlets. They help in attracting the customers. Rack with header is provided to the grocery stores. Activation total for E&D1, convenience, Grocery and Travel is 15 where as in E&D2 and cinema it is 25. NPD/Activation: These are announced from time to time and carry 5 marks RED Scoring Sheet : First column consists of scoring standards Second column consist score of E&D1 and Convenience outlets Third column consists score of E&D2 outlets Fourth column consists score of Grocery Outlets 58

4 Types of Outlets: The Coca Cola Company has divided its outlets in the following criteria Outlet Volume Channel Cluster Locality Income To track RED details in the RED tracker company has hired MD s. OBJECTIVES There are 3 objectives of the paper: 1. My project mainly was to do the detailed study of market through RED, and give scoring to the retail stores which were under the RED score list. 2. Then the total score was to be compared with the previous score of that area and then analysis was required to be done. But before doing the analysis i was required to go through the details and proper understanding of RED. 3. The main objective of this project was to increase the sales of the company. LITERATURE REVIEW RED CONCEPT RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market. It is a tool to measure sales team and distributor s performance in the outlets with respect to all parameters of execution. For effective score of market execution compliance against the picture of success, Red deals with all the departments from manufacturing to advertisement and it effects the operating cycle as well. RED also deals with developing of market their targeting, segmenting and positioning of products and it involves various strategies to the brand as well as the products with enhancing the personality, image, identity, culture, and belief etc each and every day. The person who drives the culture of RED is 59

5 the market developers who is responsible for the increasing market size by tapping the untapped market, proper execution of brands and products, maintaining relationship with the market,availability of brands, conveying of problems and issues from market to companies etc. It will serve consumer in better manner, provides suggestions to the company to improve their products sales, gives information about the competitor s products, and gives information about the size of the retail network. It gives information about the services given by distributor to their retailers, and gives the information about customers demand and satisfaction. RESEARCH METHODOLOGY The research includes the study which was descriptive in nature. It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers. This was done on initial stages to attain the proper knowledge about the market as well as the RED. The study includes two methods:- (a)primary (b)secondary Primary includes the following ways- Observation Survey Here we include the primary method of survey Research Instruments- RED scoring tracker. Area of Survey-Rehari, Bankshi Nagar, Maheshwara Chowk / Rashemghar, Bus stand, Talab Tillo, Jain Bazar, Parade. Sampling plan Sampling unit - Retail outlets. Sampling size- 350 outlets 60

6 Sampling procedure-random sampling Sampling method- Retailers survey SCOPE OF THE STUDY 1. The main scope of study is to understand the impact of S.G.A (Sells Generating Assets) on sell. 2. To increase RED score of the outlet. 3. To fill the gap of activation element in different RED outlet. 4. To make a platform for market developer to work on difficult RED outlet. 5. To analyze the work of the market developer. CONCLUSIONS This project plays an important role judging the performance of the company. With the help of this project, sale of the company has been increased or what are the drawbacks can be seen. Because in this project there is one market developer in every area who has to ensure that Visi cooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because JO DIKHTA VO BIKTA HAI. Definitely when sales increase then profits also increases. REFERENCES RED TRAKER