DATA INTERPRETATION AND ANALYSIS

The data that was received from the responses of the questionnaire has been consolidated and
studied under several heads that has been explained in detail below.

Data collected from inspection of outlets by the surveyor

1. Availability of Visi Coolers

Percentage of number of outlets with Coca Cola visi coolers

Not available
18%

Available
82%

It was found that most of the outlets had a visi cooler installed except some which did
not have the requisite space for installation. Also, based on the performance and
location of the outlets, coolers were not installed in some of them. Considering that
Guwahati is a growing city, efforts have been put to maximize the number of Coca
Cola coolers in retail outlets as it helps not only in storing the products but also,
pushing sales; thereby, helping gain profits to both the company and the retailer. The
data received is a testament to these efforts.

2. Approximate purity of the Coca Cola cooler

 Number of outlets that fall within the categories classified on the
basis of percentage of purity of the visi cooler
20 19

18
16
14
12
12
10
8
6
6
4 3

2 1

0
Below 25% 25%-49% 50%-74% 75%-99% 100%

Though the guidelines have been set to maintain 100% purity of the coolers, the data clearly
shows that only 6% of the total sample have been able to follow it. Also, most of the outlets
have cooler purity of 50-74%, providing huge room for improvement.
The probable reasons for low standards of purity are as follows:
 Competition in the market and huge customer demand for competitor products
 There is no space for two coolers in the outlet and as such there is no provision for
storage of other products
 The unavailability of Coca Cola products in most distribution networks esp. for juices
and energy drinks category (for which demand has been growing) might have led the
retailers to stock other brands.
 Back end storage of products due to reluctance of retailers in placing the products
themselves unless the MGR does it. Sometimes, the absence of night cover poses a
challenge for retailers due to security reasons to store the product during the night and
as a result, the products end up being in the back end during the day as well.

3. Following the planogram

 Percentage of the number of outlets following the planogram
Yes
18%

No
82%

It has been found that majority of the stock displayed in the outlets were not according to
planogram suggesting scope of improvement. The probable reason for this might be the
unavailability of all the brands or the negligence of the MGR due to absence of this parameter
as an evaluating factor for incentivisation. Also, on being enquired, it was found that most of
the retailers are unaware of the planogram and therefore, the poor adherence to the
recommendation is quite evident.

4. Availability of warm stock display

 Percentage of the number of outlets on the basis of availability of
warm stock display

No
38%

Yes
62%

Considering that visibility is of paramount importance for the sale of beverages, even though
majority of the outlets have a warm stock display, more focus can be put on this front.
Retailers are reluctant to display warm stock mostly due to their perception that it does not
affect sales. Also, they believe that the space could be utilized for other products as there is
considerably low demand for warm stock. Sometimes, space in outlets is bought by
companies and therefore, retailers are unwilling to display warm stock without pay.

5. Availability of products
 Number of outlets where the following brands are available

Coca Cola 48
Thums Up 42
Sprite 33
Limca 0
Fanta 43
Maaza 34
Minute Maid Nimbu Fresh 2
Minute Maid Mousambi 0
Minute Maid Pulpy Orange 10
Kinley Water 1
Kinley Soda 4
Others 0

0 10 20 30 40 50 60

It can be seen that the availability of some brand of products is very low. However, the
availability of the flagship products of the company are satisfactory.
The main reason cited here is the unavailability of the brands in the distribution network
when the retailer wished to purchase it. Sometimes, the lack of consumer demand also
reflects such skewed stocking of brands.

6. Availability of POPs
 Number of outlets where the following POPs are available

Signage 35

Road Standee 4

Rack 12

Flange 23

Table top 1

Dangler 7

Menu Board 4

Arch Gate 1

Poster 20

Banner 5

Mobile/Ariel hanger 2

Brand/Price strip 33

Shelf strip 1

Counter top 7

PVC hanger 2

Opener 24

0 5 10 15 20 25 30 35 40

The availability of variety in POPs were found to be low indicating that there is room for
improvement in this front too.
The major challenges in this area are identified as follows:
 Huge competition in the market and therefore, POPs are easily replaced
 Considering that most retailers are of the opinion that POPs do not enhance sales, they
do not pay any heed to the POPs resulting in their low shelf life
 Unique POPs might be sold or consumed for personal usage

Data based on interview of retailers

 1. Effectiveness of POPs in pushing sales

Number of outlets divided on the basis of the opinion of the retailers

regarding effectiveness of POPs
30

25 24

20

15 13 13

10

0
Effective Ineffective Depends on the POP

It is observed that most of the retailers (48%) are of the opinion that POPs play no role in
affecting sales. It is also noteworthy that while some (26%) of the respondents believe that
POPs can push sales, some others (26%) opine that it helps only if the POP is unique.
Considering that POPs can be effective in pushing sales and although most retailers are of a
different opinion, no educational program is in place for the same. However, taking in
account of the cost of initiating such a program as well as the shelf life of the POPs, it does
not make sense for the investment. Therefore, Coca Cola uses glow sign boards and other
unique/expensive POPs to maintain a competitive edge in the market.

2. Effectiveness of placement of products on increasing sales

 Number of outlets divided on the basis of the opinion of the
retailers regarding effectiveness of placement of products
25
23
22

20

15

10

5
5

0
Effective Ineffective Unsure

It was noticed that most of the retailers are unsure on the effectiveness of the placement of
products on sales. However, almost an equal number of respondents opine that placement of
products can affect sales and only a negligible number believe otherwise.
In case of products dealing with an impulse purchase, availability and visibility are primary
drivers of sale. Therefore, it goes without saying that the placement of products play a vital
role in determining sales.
The data, however, highlights the fact that most retailers are unsure of this and thus, do not
pay heed to the placement of products. Also, there is no measure in place to educate them
regarding the same and therefore, this might affect sales significantly.

3. Factors affecting purchase decision of beverages

According to retailers, factors influencing the purchase decision of beverages in

descending order:
i) Price/Offer
ii) Availability/Visibility
iii) Taste
iv) Brand Image
v) Advertising/POPs
vi) Packaging
 Though most retailers do not pay heed to the placement of products, it is noteworthy
that on comparing the factors influencing the purchase decision of beverages
specifically, availability/visibility have been ranked on second. Other influencing
factors highlighted by retailers are price/offer and taste.

4. Effectiveness of the type of offer on sales of beverages

Percentage of the number of outlets based on the retailers opinion of

the effectiveness of different types of offer
Lottery based
12%

Free sample
38%

Discount on price
50%

It was observed that most retailers believe that a discount on price is more effective in
attracting customers, followed by offering free sample. Though this does not provide
any direct information that can be used within the scope of the project, it can provide
an insight to the company while initiating and strategizing offers.

5. Effectiveness of creative display on enhancing sales

 Percentage of the number of outlets based on the retailer's opinion
on effectiveness of creative display
Ineffective
6%

Effective
26%

Unsure
68%

It is noteworthy that only a small number of respondents believe that creative display
is effective in enhancing sales while most of them are unsure about it. This highlights the lack
of education of the retailers in this front too.

6. Frequency of effectiveness of suggestive selling or retailer push in purchase decision

Number of outlets based on the retailer's opinion on frequency of

effectiveness of suggestive selling/retailer push
30

25
25

20
20

15

10

5 3
2
0
0
Always Often Sometimes Seldom Never
It has been observed that retailer push or suggestive selling is considered to work most of the
times as the data is heavily skewed towards positive effect. The retailer, however, is reluctant
for suggestive selling unless he receives a better profit margin for the product over the others.

7. Influencing factors affecting the sale of new products (beverages) in the market

According to retailers, descending order of influencing factors in the sale of new beverages
with respect to their effectiveness:

i) Word of mouth
ii) Advertising
iii) POPs
iv) Display/Packaging

This can provide some valuable insights while strategizing the launch of a new product

8. Frequency of delivery of Coca Cola stocks

Number of outlets with the given frequency of delivery of Coca Cola

stocks

Daily 0

Thrice a week 9

Twice a week 31

Once a week 9

Less than once a week 1

0 5 10 15 20 25 30 35

Most of the retailers had confirmed that stocks of Coca Cola products are delivered to
them twice or thrice a week which coincides with the usual number of times an MGR is
supposed to visit/take orders from an outlet and deliver products. However, 20% of the
outlets which receive delivery on a lesser frequency can be looked into.
This is of great significance as availability is the primary requirement for sales. Therefore,
challenges in this front are mandatory to be attended to.

9. Reason for stocking competitor products

Number of outlets classified on the basis of retailer's reasoning on

stocking of competitor products
35

29
30

25

20

15
11
10
6
5
2 2

0
Availability Price Customer Demand Brand Image Not Applicable
(Exclusive Store)

The major reason for stocking competitor products by the retailers was identified as
customer demand and therefore, attracting more customers should be primarily focused
for enhancing sales. Also, it was explicitly mentioned by most retailers that most of the
customers prefer juices and energy drinks over carbonated soft drinks. Therefore, focus
on these segments are mandatory.
At the same time, availability and price/profit margin are the reasons that have been
highlighted by the data and therefore, these factors can significantly help to cut down
competition and earn a larger market share.

10. Responsibility taken up by retailers to place the Coca Cola products in the visi cooler
 Percentage of the number of outlets based on whether the retailer
places the Coca Cola products in the visi cooler himself or not

Never
Only if the MGR 14%
is not around
32%

Always,
whenever need
arises
54%

It is observed that though most retailers do not mind placing the Coca Cola products in the
visi cooler themselves, a considerable number of retailers believe that it is the sole
responsibility of the MGR and therefore, are reluctant to do the trivial job. This might be the
causal reason for the following challenges:
 Visi coolers might be empty/filled with less stocks even while products are available
in the outlet (stored at back end)
 Low purity standards of visi coolers

11. Subjective questions directed at understanding the factors affecting sales and
receiving recommendations on how it can be improved.

Though most of the answers received were beyond the scope of the project, few
factors which were found relevant have been listed below.
 Better availability
 Better visibility
 Better promotional communication
 Cordial relationship with the customer