Sales & Distribution Management of Coca Cola Company

1. Presented to Submitted By
Prof. Kruti Patel Krunal Bhisara (09)
Vishal Jadav (32)
Ashwin Jagodana (33)
Nayan Pandya (70)
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2.  Company Overview
 Product Profile
 Market Share
 Organization Chart of Sells Department
 Promotional & Marketing Strategy
 Distribution Channel of Coca Cola
 Selling Process
 Basic Selling Style
 Recruitment & Selection
 Performance Management
 Forecasting
 Logistic
 Warehousing and Transport Policy
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3.  Coke re-entered India in 1993
 Coke India comprises of:
◦ Coca-Cola India
◦ Hindustan Coca-Cola Beverages
◦ Franchisee bottling operations
 Coke globally serves 500 brands in 200 countries @ 1.7 billion servings
per day
 Operates a franchised distribution system 1889
 Market Cap: $167.25 Billion (Global)
 Revenues: $46.542 Billion (Global)
 Employees = 25K direct & 150K indirect (India)
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6. AGM
Plant Manager
Route to Market
Human
Resource
Manager
Finance
Manager
General Sales
Manager
Area Sales
Manager Sales Executive
Market Devloper
Distributors and
Salesmen
Channel
Manager
Marketing
Key Accounts
Area Capability
Manager
Sales Trainers
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7.  Soft drinks:
 600ml 1case + 2x500ml soda free
 600ml 2case + 5x500ml soda free
 2 litre 1case + 2x500ml soda free
 1.25litre 1case + 1.25litre Limca free (1.5litre out of stock)
 Juice:
 1.25litre 1 case Mazaa + 1.25litre Mazaa free
 Water:
 5box (15x5) + 1box free
 Energy drink:
 1box (24pcs) + 4pcs free
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11. Goblage
Plant
Distributor
Delivery
Trucks
Targeted Customers
In & around Bangalore
City
Distribution Channel of Coca ColaDistribution Channel of Coca Cola
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12. Distribution Pull Strategy
Distribution Push Strategy
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13.  Step 1: Prospecting
 In prospecting, Market Developer identifies potential customers. They
may come from many sources, such as previous customers, new opening
outlet of different channel type, Competitors Outlets of market.
 Step 2: The Approach
 Market Developer should carefully prepare his/her approach to potential
customers. All available information about prospects should be collected
and analyzed by the CE & STL specially when company provide Cooler to
that outlet owner for selling of the products of the company.
 Step 3: The Presentation
 The presentation is the stage at which the sales person transmits the
promotional message. The usual method is to describe the discount
rates on different products
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14.  Step 4: The Demonstration
 In promoting new pack of 400 ml coca-cola & 500ml kinley water, the
demonstration is a critical step in the sales process. A demonstration
allows the prospect to become involved in the presentation. For that we
had the sample bottle of both pack & show the potential customer &
convince him/her for purchase.
 Step 5: Handling Objections.
 During the sales of these two products we have to face many objections
from the prospect like small pack of water bottle may not accept by the
consumer, less margin as compare to competitor product, him/her
mindset for small pack of coca-cola. Handling of this objections by us
convince him/her for purchase the products.
 Step 6: The closing
 The time at which we actually asks the prospect to buy the product. We
watch for signals that the prospect is ready to buy the product & book
his/her order.
 Step 7: The Follow-UP
 After-sale activities are very important in determining whether a
customer will buy again later, this is called secondary outlet of that
product. After the prospect agrees to buy, the salesperson should
complete the order processing quickly and efficiently.
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15.  Order Processing
The task of order processing involves the receipt and handling of an
order. Needs are identified and pointed out to the customer, and the
order is processed. The handling of orders is especially important in
satisfying customer needs. Market Developer & Sales Person of the
Distributor are examples of order processors. They check a store's
stock, report the inventory level to the store manager, and complete
the sale.
 Creative Selling
In creative selling, a convincing type of promotional presentation.
Creative selling is used when the benefit of a product is readily
apparent and its purchase is being based on a careful analysis of
alternatives. In new-product (400ml coke & 500 ml kinley water)
selling sales people need to be very creative if initial orders are to be
secured.
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16.  Missionary Selling
An indirect form of selling in which the representative markets the
goodwill of a company or provides technical or operational
assistance to the customer is called missionary selling. In Coca-Cola
Company provide the cooler for selling of their products & service of
the cooler in any circumstances also provide by company.
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17.  Coca-Cola recruitment process is well established, they
give ads in newspaper, company’s website, institutions,
etc.
 Coca-Cola recruits MT’s from premier B schools.
 They mostly offer Placement to the Summer Interns.
SELECTION PROCESS INVOLVES:
 Group Discussion
 Interview
 Psychometric tests
 Situational Exercises
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18.  Exceptional performance –EP
Contributions significantly exceed the stated objectives in terms
of quality, quantity and timeliness.
 Successful performance – SP
Contributions meet and sometimes exceed the objectives, which
are based on challenging goals.
 Developing performance – DP
Contributions meet some / most but not all of the objectives
and performance improvement is necessary.
 No Performance – NP
Contributions frequently do not meet the stated objectives
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19.  RED Strategy – Right Execution Daily
 Tool to measure the performance of the distributor in the
outlet by setting some standard or parameter of execution.
 RED 
 Check Visi-Cooler Management
 Availability of the product in the outlet
 Check the activation in the outlet
 Market Developer checks 25 outlets a day and report to
HCCBL on the score of 100.
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20.  Combination of top down and bottom up approach.
 Forecasts based on factors such as:
 Historical data
 Economic parameters
 Seasonal variation
 Festivals, ceremonies, etc.
 Weekly reviews to adjust monthly forecasts
 Forecasts are region-wise, they are further broken
down into cities, towns and villages by sales
managers.
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21.  The decisions should not be segregated by
functional area, as they influence each other and
are best made jointly. For example, Coca-cola
considers the demand forecast over the coming
quarter and decides on the timing of various
promotions. The promotion information is then
used to update the demand forecast. Based on this
forecast, Coca-Cola will decide on a production
plan for the quarter.
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22. PARAMETERS
1) Average order size
a) Distributor to company
b) Retailer to Distributer
Based on Demand, Season
2) Order placement
a) Distributor to company
b) Retailer to distributer
Phone
Distributor Representative
3) Transit Time 2 Days
4) Order frequency Daily
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23. PARAMETERS
5) Inventory Maintained 1 day
6) Unsold/Damaged Merchandise Replaced
7) Technology
a) A/C Keeping
b) Stock keeping
c) Complaint Handling
8) Mode of Transportation
(company to distributor)
Company vehicle
9) Transportation Expenses
a) Company to Distributor
b) Distributor to retailer
Company
Distributor
10)Warehousing
a) Storage Capacity
b) Ownership
Minimum 30 m2
Owned / Rented
11) Stock keeping responsibility Stock keeper
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24. All distributor center and product warehouse are required to follow
product storage:
 Store product in shade, away from sunlight.
 Store and handle the product so as to maintain its integrity.
 Keep full goods in clean, ventilated, rodent and vermin free
warehouse.
 Spraying of any pesticides on product or pallets is strictly
prohibited.
 Always follow ‘FIRST EXPIRED FIRST OUT’ (F.E.F.O) and ‘Dispatch –
out – date (D.O.D). In plant Dispatch-out-date (IDOD) while storing
and dispatching the product.
 Dispatch and receive finished product only in clean and vermin free
vehicle, rack vehicle to be loaded and covered in a manner to
provide P.E.T products maximum shade.
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25.  http://www.coca-colaindia.com/ http://www.worldofcoca-cola.com/
http://us.coca-cola.com/ http://www.in-beverage.org/
 http://en.wikipedia.org/wiki/The_Coca-Cola_Company
http://www.merinews.com/article/beverage-industry-in-india/
http://pepsicoindia.co.in/
 http://www.parleagro.com/ http://www.rccolainternational.com/ /
http://slideshare.net/
 http://isenbergmarketing.wordpress.com/2013/10/29/pepsico-marketing-
strategy-by-paige-ryder/
 http://assets.coca-
colacompany.com/77/58/7cf5858b457e9e3eaad74683efaf/ccr_po_t-c.pdf
 http://www.slideshare.net/krunalbhisara/savedfiles?s_title=parle-agro-pvt-
ltd&user_login=chetanpoojari1
 https://www.scribd.com/doc/30939798/Distribution-Channel-at-Coca-Cola
 http://www.coca-colaindia.com/CMS/Asset/Coke_Connect-April-June-2012.pdf
 https://www.boundless.com/marketing/textbooks/boundless-marketing-
textbook/marketing-channels-11/channel-strategy-decisions-79/distribution-
intensity-397-4031/
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