Coke Marketing

7/28/2019 Coke Marketing

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A PRESENTATION ON

SALES AND DISTRIBUTION

OF

COCA-COLA Eeti Gupta

Piyoosh Bajoria

Husain RupawalaLiva Samal

Sanika Langde

Nupur JunejaDishita Toshniwal

Gunjan Gupta

Madhura Gupta

Siddharth Bansal



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

COMPANY OVERVIEW



PRODUCTS

The rejuvenation offers a range of drinks designedto 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 offersarrange of energy drinks such as PowerAde.

Elsewhere in the world , the company has createdother products designed to meet the needs of localcustomer.



ADVERTISEMENT C AMPAIGN.



SALES & DISTRIBUTION

SALES MANAGEMENTSELLING SKILLS

DISTRIBUTION

LOGISTICS

• L

CRM

SUPPLY CHAIN MANAGEMENT

WAREHOUSING

• WAREHOUSIN

CHANNEL MANGEMENT

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 Salesplan.

> to help to motivate individuals and teams toreach a common goal.

> to provide an agreed, consistent focus for

all functions of an organization.



RECRUITMENT OF SALES EMPLOYEES

Coca cola recruitment process is well

established, they give ads in newspaper,company’s website, institutions,etc.

SELECTION PROCESS INVOLVES:

Group Exercise

Interview

Presentations

Psychometric tests

Situational Exercises

RECRUITMENT PROCESS

INTERNAL

RECRUITMENT

EXTERNAL

RECRUITMENT



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 havelow selling where company gives small schemes to

shopkeepers.

COCA COLA

HINDUSTAN

BEVERAGES

VARUNBEVERAGES DISTRIBUTOR CONSUMER

JAIPURIABEVERAGES



FUNCTIONS PERFORMED BY DISTRIBUTORS

PARAMETER

Bull Breaking Varies

Warehousing Yes

Transportation Road

Market Information 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 COKE1)Average order size:

a)Distributor to company

Depend on Demand, Season

b)Retailer to Distributor Depend on Demand,Season

2)How orders are placed

a) Distributor to company

Telephone ,Direct order through

distributor Representative

b)Retailer to distributor Telephone ,Direct order throughdistributor Representative

3)Transit Time 2 Days

4)Frequency of orderDaily



PARAMETERS COCA COLA

5)Inventory Maintained 1 Day stock is maintained(frequent visit

by company vehicle)

6)Unsold/Damaged Merchandise Replaced

7) IT Used a)Stock keeping

b)account Keeping

c)Problems Handling

8)Modes of Transportation(from company

to distributor)

Company’s vehicle(tata ace,Tata

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 Minimum 30 sq. mt

b)Self owned/Rent Self owned /Rental

11 Stock kee in is done b Stock kee er



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



Social Media: The vision of the Company to achieve sustainable growth online

and offline is guided by certain shared values that we live by asan 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 tomake it sodas.

It manufactures and distributes a number of non alcoholicbeverages concentrates and syrups. It does not produce thefinal 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 althoughthe company holds interest in some of the major bottlers anddistributors.

The actual formula coco cola uses is a very tightly held trade

secret so there is a little information regarding the exactingredients 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 thecompany the Coca cola system is they produce the concentrates andbottling partner manufacture, package and distribute the product. Thesupplies 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 LOWERCOST:

Implementation of techniques and strategies that make co. profitable andkeeps it no. 1 in the market.

Great deal of collaboration between the company and the bottlingcompanies.

The company entered into a partnership with world wildlife fund to reducethe amount of water they use.

Production possibility frontier

Coco cola owns licenses of 400 brands and sell its product in more than200 countries.

The company also holds part interest in a number of bottling anddistribution companies.

The company also follows the concept of PPF, it would seem that coco colais producing its goods in the most efficient way.



WAREHOUSING

Coca Cola India distributes its product in market from its

warehouse in two types :

1 . Direct route

2. Indirect route

PLANT WAREHOUSE

DIRECTROUTE

MARKET

INDIRECTROUTE

DISTRIBUTOR MARKET



CHANNEL MANAGEMENT

The partner type relationship with bottlers, Franchise owned

bottling operation( FOBO) as well as Company owned bottlingoperation (COBO) network of the channel management mostly

cover these type of bottling.

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,Banglore,Ahemdabad,Chennai,Calcutta.,U .P.unit



MARKET CLASSIFICATION

Geographical: Internationally Coca cola segment its product

country wise & region wise it varies according to thetaste & 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 regionalplayers like Campa-Cola & others.

Market Classification

Geographical

AreaCompetition



THANK

YOU

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