A PRESENTATION ON SALES AND DISTRIBUTION

OF

COCA-COLA
Eeti Gupta Piyoosh Bajoria Husain Rupawala Liva Samal Sanika Langde Nupur Juneja Dishita Toshniwal Gunjan Gupta Madhura Gupta Siddharth Bansal

COMPANY OVERVIEW

COMPANY OVERVIEW

International company offered convenient food ,snacks & beverages. The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Globally, the Coca-Cola system includes our Company and more than 300 bottling partners. Coca Cola currently offers near 400 brands in 200 countries & serves 1.5 billion servings each day. Market Capital = US$72.921 Billion Revenues = US$ 35.119 Billion Employees = 1,39,000

PRODUCTS
The rejunavation offers a range of drinks designed to improve how people feel physically & mentally. Product includes ready to drink coffees ,teas & herbal beverages. The Health & Nutrition Division produces a range of products to promote health & well being. The replenishment division offers a range of water products around the world.The division also offers arrange of energy drinks such as PowerAde. Elsewhere in the world,the company has created other products designed to meet the needs of local customer.

PRODUCTS

ADVERTISEMENT CAMPAIGN.

SALES & DISTRIBUTION

SALES MANAGEMENT SELLING SKILLS

DISTRIBUTION LOGISTICS
CRM

L SUPPLY CHAIN MANAGEMENT

WAREHOUSING CHANNEL MANGEMENT WAREHOUSIN MARKET CLASSIFICATION

SALES MANAGEMENT

SALES PLANNING:

The objective is the starting point of the sales

plan. Objectives should seek to answer the question 'Where do we want to go?'. The purposes of objectives include: > to enable a company to control its Sales plan. > to help to motivate individuals and teams to reach a common goal. > to provide an agreed, consistent focus for all functions of an organization.

RECRUITMENT PROCESS

INTERNAL RECRUITMENT

EXTERNAL RECRUITMENT

RECRUITMENT OF SALES EMPLOYEES

Coca

cola recruitment process is well established, they give ads in newspaper, companys website, institutions,etc.

SELECTION PROCESS INVOLVES:

Group

Exercise Interview Presentations Psychometric tests Situational Exercises

SALES TRAINING :
Product Knowledge. Soft Skills. Negotiation. T Together E Everyone. A Achieves. M More.

SELLING SKILLS
Advertisements and Campaigns: The Zero Movement. My Coke Rewards. Catchy Slogans"The pause that refreshes "I'd like to buy the world a Coke" "Coke is it Thanda mat lab, Coca Cola

Emotional approach The Santa Claus ad.

Mergers and Acquisitions Inca Cola-Peru Columbia Pictures Sponsorships Olympic Games. Re-entry in Super Bowl after a gap of almost eight years. FIFA World Cup. 1996 Cricket World Cup. Delhi Daredevils, IPL. The Coca-Cola Trophy

DISTRIBUTION

Coca-cola company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to shopkeepers.
HINDUSTAN BEVERAGES

COCA COLA

VARUN BEVERAGES
JAIPURIA BEVERAGES

DISTRIBUTOR

CONSUMER

FUNCTIONS PERFORMED BY DISTRIBUTORS

PARAMETER Bull Breaking Warehousing Transportation Market Information Varies Yes Road Customer Intelligence, Competitor Intelligence, tastes & preferences of customers

Maintaining Visual Merchandising, banners & posters

Ensured that products are displayed according to planogram, checking sign board, wall painting, rack stand rack ,counter rack & posters

LOGISTICS

PARAMETERS

COKE

Depend on Demand, Season 1)Average order size: a)Distributor to company

b)Retailer to Distributor 2)How orders are placed a) Distributor to company b)Retailer to distributor 3)Transit Time 4)Frequency of order

Depend on Demand,Season Telephone ,Direct order through distributor Representative Telephone ,Direct order through distributor Representative 2 Days Daily

PARAMETERS

COCA COLA

5)Inventory Maintained 6)Unsold/Damaged Merchandise 7) IT Used

1 Day stock is maintained(frequent visit by company vehicle) Replaced

a)Stock keeping b)account Keeping c)Problems Handling 8)Modes of Transportation(from company Companys vehicle(tata ace,Tata to distributor) 407,Tata909) 9)Expenses of Transportation a)From company to Distributor By Company b)From distributor to retailer By Distributor 10)Warehousing a)Storage Capacity b)Self owned/Rent 11)Stock keeping is done by

Minimum 30 sq. mt Self owned /Rental Stock keeper

CUSTOMER RELATIONSHIP MANAGEMENT(CRM)

COMPLAINTS HANDLING:

This starts from ensuring Receipt, documentation & follow up of all complaints to be taken care of within a specified time in order to achieve consumer satisfaction. The customer complaints through phone or through sales team visiting them. Types of complaints handled are related to: Signage & Schemes Supply & Service Quality of product Cooling Equipments

SALES FORCE AUTOMATION

PARAMETERS
1)Sizeof sales force a)B to B b)B to C 2) Duties & Responsibilities of sales force

COCA COLA
45 235 - 280 Order taking ,Order Deliverying,Complaints Handling,sending sales report on daily basis. Distributor

3)Whom do they report to?

4)Target allotted Values:

Depends on area ,season,previous year sales & market size

 Social

Media:

The vision of the Company to achieve sustainable growth online and offline is guided by certain shared values that we live by as an organization and as individuals:

LEADERSHIP : The courage to shape a better future; COLLABORATION : Leveraging our collective genius; INTEGRITY : Being real; ACCOUNTABILITY : Recognizing that if it is to be, it's up to me; PASSION : Showing commitment in heart and mind; DIVERSITY : Being as inclusive as our brands; and QUALITY : Ensuring what we do, we do well.

SUPPLY CHAIN MANAGEMENT(SCM)

The coco cola company produces only the syrup that is used to make it sodas. It manufactures and distributes a number of non alcoholic beverages concentrates and syrups. It does not produce the final beverage. It has 400 brands but it does not produce the final product in any of them. The company provides the syrups and concentrates to franchisees who use these to make the final beverage although the company holds interest in some of the major bottlers and distributors. The actual formula coco cola uses is a very tightly held trade secret so there is a little information regarding the exact ingredients and thus, the little information of the cost of their supplies. Specially ,the company uses high fructose corn syrup, sucrose, aspartame, and citrus concentrates.

SUPPLY CHAIN MANAGEMENT: According to the

company the Coca cola system is they produce the concentrates and bottling partner manufacture, package and distribute the product. The supplies used include sugar, citrus, coffee and other flavours and water. Suppliers are those companies that provide the ingredients for the concentrate syrups.

STEPS COMPANY CAN TAKE TO LOWER COST:

Implementation of techniques and strategies that make co. profitable and keeps it no. 1 in the market. Great deal of collaboration between the company and the bottling companies. The company entered into a partnership with world wildlife fund to reduce the amount of water they use. Coco cola owns licenses of 400 brands and sell its product in more than 20 countries. The company also holds part interest in a number of bottling and distribution companies. The company also follows the concept of PPF, it would seem that coco cola is producing its goods in the most efficient way.

Production possibility frontier

WAREHOUSING
Coca Cola India distributes its product in market from its warehouse in two types : 1 . Direct route 2. Indirect route

DIRECT ROUTE

MARKET

PLANT

WAREHOUSE INDIRECT ROUTE

DISTRIBUTOR

MARKET

DIRECT ROUTE: Where company supply its products in market by company route or its agent route by company owned delivery vans In jaipur city company have direct route. INDIRECT ROUTE: Indirect routes are those in which Coca-Cola products are supplied to its distributers appointed in different areas. Than distributers distribute products in market by their own tempo or vehicle. Total number of indirect routs in Jaipur rural region is more then 100.

CHANNEL MANAGEMENT

The partner type relationship with bottlers, Franchise owned bottling operation( FOBO) as well as Company owned bottling operation (COBO) network of the channel management mostly cover these type of bottling. It is this way in Coca Cola India strengths in its marketing that gives an edge. Every number of its sales team is meticulously taught the merchandising & display skills that can leverage the reach of the company s bottling network to achieve high visibility of the product. FOBOs & COBOs Coca Cola India work under two type of bottling operation 1 . (FOBO) Franchise owned bottling operation 2. (COBO )Company owned bottling operation COBO Company sells product own self.

Some of the COBOs of the company are at.

Mumbai,BangloreAhemdabad,Chennai,Calcutta.,U .P.unit

FOBOs The concrete is being on sold of products by franchisie system the mfg. & the franchiser sell products in market. Leaving COBOs the FOBOs are rest in cities of India. Some of them are Delhi, Punjab, Bihar, Nagpur, Goa, Bhubaneshwar, Hyderabad etc.

MARKET CLASSIFICATION
Market Classification

Geographical Area

Competition

Geographical: Internationally Coca cola segment its product country wise & region wise it varies according to the taste & income levels of the people in that country. Competition: The main competitor & rivalry of Coke is PepsiCo., but in rural market there are some major regional players like Campa-Cola & others.

THANK YOU