coca cola sales and distribution

PROJECT REPORT ON

SALES AND DISTRIBUTION OF

COCA-COLA PRODUCTS ALONG WITH CHANNEL ACTIVATION

IN AURANGABAD, MAHARASHTRA

Acknowledgement

I like to express my deep sense of gratitude to Mr.

Sagar Tope; Sales Executive, Hindustan Coco-Cola

Marketing Pvt. Ltd., Aurangabad, who took special effort

to guide me as and when who gave me this opportunity to

undergo my Project with them. I take this opportunity to

thank him for his hearted co-operation, valuable guidance,

keen interests, infinite support, constructive criticism and

continuous encouragement throughout the tenure of the

study.

It’s my proud privilege to work under the esteem guidance of

Mr. Sagar Tope; Sales Executive, Hindustan Coco-Cola

Marketing Pvt. Ltd., Aurangabad, without whose support

;this study wouldn’t have been materialized.

My heartful thanks to Mr. Luckish Somane; Marketing

Executive, Hindustan Coco-Cola Marketing Pvt. Ltd.,

Aurangabad, for his stimulating discussions, helpful

suggestion, untiring efforts and encouragement.

Although it would not be possible to mention the names of

all those who have helped me in one or the other ways but I

really appreciated the friendly gesture and help which I

received from all during my project.

INDEX :

1. INTRODUTION

COMPANY PRODUCT RANGE COMPANY PROFILE BIRTH OF REFRESHING IDEA COCA-COLA IN INDIA COMPANY POLICY COMPANY VALUES QUALITY COMMITMENT PROMOTION BRAND AMBASADORS 2. THE HR DEPARTMENT AT COCA-COLA

HR FUNCTION MANPOWER PLANNING & WORK BREAK DOWN HR OBJECTIVE RECRUITMENT RECRUITMENT POLICY RECRUITMENT OBJECTIVE RECRUITMENT PRINCIPLES TRAINING COMPANY BELIVES STEPS IN TRAINING PROGRAMME

3. PRODUCTION DEPARTMENT AT COCA-COLA

4. CORPORATE LOGISTIC AT COCA-COLA

5. PROJECT REPORT INTRODUCTION ROUTE RIDING OBJECTIVE DURING ROUTE RIDING EVERY DEALER SURVEY “E.D.S.”. OBJECTIVE OF E.D.S. AVAILIBILITY ANALYSIS OF DISTRIBUTER ANALYSIS REPORT CHANNEL ACTIVATION. MICHAEL PORTERS FIVE FORCE ANALYSIS PROJECT:AVAIBILITY CHECK

FORMAT SAMPLE ISSUES AND ACTION.

6. SUGGETIONS

7. CONCLUSION

8. BIBLIOGRAPHY

INTRODUCTION

COMPANY’S PRODUCT RANGE

http://www.coca-colaindia.com/brands/brands_coca_cola.html

http://www.coca-colaindia.com/brands/brands_thums_up.html

http://www.coca-colaindia.com/brands/brands_limca.html

http://www.coca-colaindia.com/brands/brands_fanta.html

http://www.coca-colaindia.com/brands/brands_sprite.html

http://www.coca-colaindia.com/brands/brands_maaza.html

http://www.coca-colaindia.com/brands/brands_diet_coke.html

http://www.coca-colaindia.com/brands/brands_kinely_soda.html

http://www.coca-colaindia.com/brands/brands_kinely_water.html

COMPANY PROFILE

The Coca-Cola Company exists to benefit and refresh everyone it touches.

Founded in 1886, the Company is the world's leading manufacturer,

marketer, and distributor of nonalcoholic beverage concentrates and syrups,

used to produce nearly 400 beverage brands The corporate headquarters are

in Atlanta, with local operations in over 200 countries around the world.

BIRTH OF A REFRESHING IDEA

The product that has given the world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local

pharmacist, produced the syrup for Coca-Cola®, and carried a jug of the

new product down the street to Jacobs' Pharmacy, where it was sampled,

pronounced "excellent" and placed on sale for five cents a glass as a soda

fountain drink. Carbonated water was teamed with the new syrup to produce

a drink that was at once "Delicious and Refreshing," a theme that continues

to echo today wherever Coca-Cola is enjoyed.

Thinking that "the two Cs would look well in advertising," Dr. Pemberton's

partner and bookkeeper, Frank M. Robinson, suggested the name and

penned the now famous trademark "Coca-Cola" in his unique script. The

first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal,

inviting thirsty citizens to try "the new and popular soda fountain drink."

Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings,

with the suggestion "Drink" added to inform passersby that the new

beverage was for soda fountain refreshment. During the first year, sales

averaged a modest nine drinks per day.

Dr. Pemberton never realized the potential of the beverage he created. He

gradually sold portions of his business to various partners and, just prior to

his death in 1888, sold his remaining interest in Coca-Cola to Asa G.

Candler. An Atlantan with great business acumen, Mr. Candler proceeded to

buy additional rights and acquire complete control.

COCA- COLA IN INDIA

After a 16-years absence, Coca-Cola returned to India in 1993. The

Company's presence in India was cemented in November that year in a deal

that gave Coca-Cola ownership of the nation's top soft-drink brands and

bottling network.

Coca-Cola India has made significant investments to build and continually

improve its business in India, including new production facilities,

wastewater treatment plants, distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$ 1

billion in India

Coca-Cola is one of the country's top international investors

In 2003, Coca-Cola India pledged to invest a further US$100 million in its

operations

Coca-Cola business system directly employs approximately 6,000 local

people in India

In India, they indirectly create employment for more than 125,000 people in

related industries through their vast procurement, supply and distribution

system

Virtually all the goods and services required to produce and market Coca-

Cola locally are made in India

The Coca-Cola system in India comprises 25 wholly-owned company-

owned bottling operations and another 24 franchisee-owned bottling

operations

A network of 21 contract-packers also manufactures a range of products for

the Company

The complexity of the Indian market is reflected in the distribution fleet,

which includes 10-tonne trucks, open-bay three-wheelers that can navigate

the narrow alleyways of Indian cities, and trademarked tricycles and

pushcarts

In early 2003, Coca-Cola India collected Advertiser of the Year and

Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media

campaign

The Company ranking up "firsts" in the introduction of canned and PET soft

drinks, vending machines and backpack dispensers for crowds of cricket

supporters

COMPANY POLICY The Coca-Cola Company exists to benefit and refresh everyone it

touches.

For them, Quality is more than just something we taste or see or measure. It

shows in their every action. They relentlessly strive to exceed the world's

ever-changing expectations because keeping their Quality promise in the

marketplace is their highest business objective and their enduring obligation.

More than a billion times every day, consumers choose their brand of

refreshment because Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

COMPANY VALUES

The heart and soul of their enterprise have always been their people. Over

the past century, Coca-Cola people have led their success by living and

working with a consistent set of ideals. While the world and their business

will continue to change rapidly, respecting these ideals will continue to be

essential to their long-term success.

Nothing is more important to their success than integrity. This begins with

insisting on absolute quality for every one of their products, and acting with

a strong sense of accountability in everything they do.

Coca-Cola people have always known that building and nurturing their

relationships with other people and the world around them is an essential

part of their work. No matter how big or complex their business becomes,

they must always demonstrate complete respect for each other.

A large part of their relationship with the world around them is their

relationship with the physical world. While they have always sought to be

sensitive to the environment, they must use their significant resources and

capabilities to provide active leadership on environmental issues,

particularly those relevant to their businesses.

As they have expanded over the decades, the company has benefited from

the various cultural insights and perspectives of the societies in which they

do business.

Much of their future success will depend on their ability to develop a

worldwide team that is rich in its diversity of thinking, perspectives,

backgrounds and culture. Coca-Cola is the world's most inclusive brand

and Coca-Cola must also be the world's most inclusive company.

Quality Commitment

The secret ingredient

People love to speculate about the secret ingredient in Coca-Cola. Some say

it could be ferreted out by simple analytical chemistry. Others are sure they

taste a distinctive flavourbase. But most are simply delighted that it makes

Coca-Cola, the world’s premier soft drink, taste so consistently delicious.

What’s their secret? Well, one secret is locked safely away in a secured

vault. But another is just an arm’s length away. It’s the consistent quality

of Coca-Cola. Wherever they do business, the Coca-Cola system adheres

not only to local and national laws for food processing and labeling, but also

to their own strict standards for exceptional quality. Everything they do,

from the selection of ingredients to the delivery of their finished products,

reflects their commitment to offering everyone the highest quality products

At The Coca-Cola Company, quality is more than just something they taste,

or see, or measure or manage. Quality shows itself in their every action; it

encompasses everything they do. From processing to packaging to pouring,

anything less than 100 percent quality is unacceptable. Their consumers

throughout the world deserve the highest quality beverages they can

produce, Every time.

In every thing coke do from the selection of ingredients to the production of

beverages and their delivery to the marketplace, they use their specialized

quality management system. The Coca-Cola Quality System, to ensure that

they are offering consumers only the highest quality products. They monitor

their customers and consumer feedback and their in trade monitoring

programs, and this information enables them to continuously improve their

already demanding systems

The Coca-Cola system adheres not only to national laws on food processing

and labeling, but also to our own strict standards for exceptional quality

PROMOTION

Promotion has played an important role in the success of

products since first newspaper ad in 1886, which read “Coca-Cola

Delicious! Refreshing! Exhilarating! Invigorating!” The company uses

advertising to trigger desire as often and in as many ways as possible.

Throughout the years, slogans or coca-cola have been memorable. Here are

some highlights:

2005-Piyo sir utha ke

2003-Thanda matlab Coca-cola

2000-Coca-Cola Enjoy

1993-Always Coca-Cola

1990-Can’t Beat the Real Thing

1989-Can’t Beat the Feeling

1986-Red, White and You

1982-Coke Is It

1976-Coke Adds Life

1971-I’d Like to Buy the World a Coke

1969-Its’s the Real Thing

1963-Things Go Better with Coke

1959-Be Really Refreshed

1944-Global High Sign

1942-Its’ the Real Thing

1936-It’s the Refreshing Thing to Do

1929- The Pause That Refreshes.

Brand Ambassadors:-

The leading brand ambassadors of coca-cola are:

AKSHAY KUMAR AISHWARYA RAI

AAMIR KHAN RANI MUKHERJEE

THE HR DEPARTMENT AT COCA-COLA

The HR Department at coca cola is segregated into different section. Though

these are not airtight compartments, they differ a bit in the kind of function

they handle. The central HR takes care of the administration part and other

function like recruitment, planning and so on, while the decentralized HR

caters to the needs of the employees at the Plant and helps Central HR gather

data regarding the same.

Function like performance appraisal is taken care of by HRD. Training is

carried out by a separate cell i.e. the Learning Centre. Nevertheless, this cell

seeks support from HRM and HRD for its functioning

HR FUNCTION

Some of the main functions of HR/ Administration and how they are carried

out at coca cola.

MANPOWER PLANNING & WORK BREAKDOWN

In order to ensure that cock cola gets the best manpower, and is able to

manage with the best least possible number of employees, each position and

job at coca cola across all departments and locations is broken down into

specific tasks in order that each is defined in proper manner. This removes

ambiguity and increase clarity besides giving the HR department the exact

number of person required to man the various operation or functions.

Every organizational system consists of departments, units and divisions.

Traditionally, these organizations are broken down into three separate levels.

The first level is the organizational at which decision making, policies,

procedures, firm structure, job design and other organizational decisions are

made. The second level is the business process level, where the various

departments within the business interface. The third level is the performer’s

level, at which most work is accomplished.

The work Break down Structure plays an importance role in carrying out job

responsibilities of each personnel and each position and will make the

performer as an active an efficient service provider and increases their

overall performance capacity and capability

OBJECTIVES:

POSITION:

While the term job is descriptive- it describes the activity in which the

person is likely to be engages, a specific point in the organization (in the

specific of hierarchy) is called the position. Position is evaluative i.e. it

describes the level, power authority, sanction, the person is carrying out of

the job assigned to him.

RESPONSIBILITY:

To perform the job, every person has been assigned position and his or her

role is defined. To perform the job efficiently and effectively the person

should be willing to take up responsibility. The responsibility is intended

with the job profile / job description of the person holding different position

in the department.

ROLE CLARITY:

Role is the largest concept in the area of relationship of individual and the

organization. Role is a position a person occupies as defines by expectations

form a significant person in the organization, including the person himself.

In the other words, a position becomes a role when defined by various

expectations from the position. Role may therefore keep changing from time

to time with changes in technology, challenges in the environment, people

and the competencies of the role holder.

WORK BREAKDOWN:

Work break down structure is prepared with an objective of analyzing the

activities of each functions carried out and quantified as per the rate i.e. the

frequency of each activities and the time taken to perform each job/activity.

This facilitates in understanding the requirement of manpower vis-à-vis the

existing manpower and knowing the key gaps. Based on it job description

and job qualification is prepared.

BETTER SERVICES:

Work break down gives us a clear picture of the roles, responsibilities, job

description etc. which would help to select the right person at right time at

the right place. This in turn help the HR personnel to understand his role

better and thus give better services to the customer.

RECRUITMENT

Recruitment Policy:

Employees are most important assets of the company. It is necessary that

this asset must be properly selected, placed and retained. Recruitment is

therefore, endeavor to select right person for the right job at the right time.

The “recruitment policy” involves a commitment by the employer to find

and employ the best qualified persons for each job, to retain the best and the

most promosing of these hired, to offer opportunities for life time working

careers, and provide programmes and facilities for personnel growth on the

job. The new employee therefore should match the requirements and also

should have the potentials to grow in the organization.

Recruitment Objective:

Selection of the best qualified person.

Selection of physically, mentally & temperamentally competent

employees to achieve company’s objective.

Recruitment Principles:

1. Selection at all levels will be a merit.

2. Every effort will be made to promote growth from within.

3. To create opportunities for employees in new business.

4. Normally relatives of existing employees should not be offered

employment.

5. If an employee gets married to another at the same location, then one

of them is liable to change of assignment to avoid an conflict of

interest.

6. Locals are to be given preference.

TRAINING

COCA-COLA Strongly believes:

Every person is unique and has unlimited potential.

Potential can be harness to benefit organization and individual.

Every person has weakness and limitation, but can be altered to

“strength” through training.

Steps in Training Programme:

Training programmes is a costly affair, and time consuming process.

Therefore, they need to be drafted carefully. Coca-cola undertakes some

specific steps in training programmes which can br summarized as follows:

1. Task analysis / identification of training needs.

2. Designing of training programme.

3. Preparing lesson plans.

4. Imparting training.

5. Validation (knowledge and performance test).

6. On the job training.

Thus coca-cola has its own effective training procedure for imparting to its

employees. Various training techniques like class room training, interactive

video training, lecture, conference, programme instruction and on the jog

training are used at coa-cola.

PRODUCTION DEPARTMENT AT COCA-COLA.

INGREDIENT DELIVERY

Sweetener

Team of professionals, work on selecting, auditing,

sampling, testing, approving and then authorizing the

sugar suppliers and the list of such authorized suppliers

with approved sugar lots and along with the certificate of

analysis are sent across to all the bottling unit for

procurement.

Secret Formula

Created in special concentrate plants, it's delievered,

held and used under strict controls to maintain its

integrity and security. Each unit of concentrate is

specially identifiable to allow the "history" of each

component to be researched at any stage of production,

storage or use.

CO2 Formula

When delivered to the plant, carbon dioxide, or CO2,

comes in cylinders for easy delivery and storage. But

what is it? In essence, it's a colorless and odorless gas

that provides the "fizz" for our beverages. But it's also a

by-product of our breathing and used by plants and trees

to produce oxygen.

Water

Since water is a key component to all our beverages, its

quality is critical. And, since public water quality varies

around the world, each plant further treats the water it

uses. This means that before water is added to any of our

beverages, it's rigorously filtered and cleansed. We then

continuously sample the water to ensure it meet our

standards.

Materials

Ingradients are not the only things delievered to the

plant. Other materials such as bottles, cans, labels and

packaging are also delievered. Our plants in India use

refillable bottles, CANS, PET etc. in the Production

Process, When bottles and cans are delievered to the

plant, they are carefully inspected to ensure that they

meet our exacting standards. Once these have passed

initial inspection, they move on to be washed and/or

rinsed.

WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and

rinsed before being filled. While this sound simple, the

actual steps can differ by bottling plant. In india, our

plants, use refillable glass, cans or PET bottles. To

ensure they meet our cleanliness standard, bottles are

first hit with prerinse jets which remove any dirt or

debris. They are then soaked in a high-temperature deep

cleaning solution that removes any remaining dirt and

sanitizes them. The bottles then move to the

"hydrowash" where they are washed agaian with a deep

cleaning pressure-spray.

MIXING AND BLENDING

H2O and Sugar

Mixing and blending begins with the steps of mixing

pure water with refined sugar, which creates a simple

syrup. The syrup is then measured for the correct

amount of sugar.

Secret Formula

Our secret formula is... still secret! That's right, the

secret formula remains a mystery to the millions of

people in nearly 200 countries who enjoys our refreshing

beverages everyday. Even though we can't tell you the

secret, you can be sure that "LIFE TASTES GOOD"

with Coca-Cola.

H20 and Syrup

With the syrup nearing its final state, we mix it with

pure water, creating the finished uncarbonated beverage.

However, the water and syrup must be mixed in right

ratio. This is done by the beverage proportioning

eqipment. It accurately measures the correct ratio for

each and sends this mixture to the carbonator.

CO2 Adding

Adding CO2 or carbon dioxide gas, is the final touch that

carbonates the beverages. Carbon dioxide not only gives

our beverages their effervescent zest, but it also adds to

the distinctive and familiar taste everyone has come to

expect from our beverages.

FILLING

Once all the ingredients have been mixed and blended

and the bottles have been cleaned and sanitized, we're

ready to start filling. This is a surprisingly complex

process requiring precision at each steps. To begin with,

bottles must be carefully timed as they move to the filler

- synchronization is key. Once at the filler, bottles are

either held securely in place by flexible grippers or

precisely placed under filling valves by centering

devices. Before the bottles can be filled, the inside of the

bottles must be pressurized. This allows for the force of

gravity itself to draw the beverage into the bottle - a

process that ensures the smooth flow of liquid, with little

to no foaming.

CAPPING

Once filled, bottles are then capped. We use different

caps for different bottles - glass bottles are usually

topped with a metal crown while "PET BOTTLES" are

topped with a plastic screw-top. Each cap type then

moves through different parts of the machine, which

ensures each cap stays scratch free and is in the right

position to be precisely placed on the bottle. As quality

and freshness are key, we use a "no closure" detector

during the capping process and a "go-no-go gauge" or

"torque meter" after the bottles have been capped. The

"no-closure" detector checks if a screw top or crowns

has been placed on bottle. The process actually stops if

the detector doesn't find a closure. The "go-no-go gauge"

checks for the proper crown crimp and the "torque

meter" checks to make sure the screw-top is good and

tight. If the bottle cap isn't just right, the beverages can

become flat or be affected in other ways. If this happens,

the bottle is discarded.

LABELING

Once the bottles have been filled and capped, they move

on to be labeled. A special machine dispenses labels

from large rollers, cuts them and place on the bottles.

For special labels such as commemorative bottles for

football championships, the labels are sent to the bottling

plants for approval, then used for packaging. Depending

on the occasion, some of these special bottles will go

only to the specific locations. For example, a national

football championship bottle will be sent only to the

hometown or state of the championship team.

INSPECTION

We inspect bottles at many points during

the process. With refillable bottles, it

happens they are first brought into the

plant. They are also inspected after they

are washed and again after they are filled.

Inspectors look for external bottle

imperfections and make sure each bottle

has the right amount of beverages. Even

after filling, each plant samples bottles for

analysis in its lab to ensure quality is up to

standards.

PACKAGING

Once our filled beverages have passed final inspection, they are ready to be packaged for delivery. Generally, packing can refer to everything from the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and containers, to plastic rings.Because the needs and tastes of our consumers are so diverse, the packaging varies depending on where the beverages are being sent.

WAREHOUSING & DELIVERY

In order to make sure the freshest beverages possible get

to you, each warehouse must efficiently manage the

thousands of beverages cases produced each day.

Beverage organization is key, though it's the bottle and

can coding that allow for the necessary precision. From

the warehouse, we load beverages onto our distinctive

trucks. Night and day, our trucks are delivering our

refreshing beverages to stores, soda fountains, and

vending machines near you.

IN – PLANT

Warehousing and Transport Policy

Corporate logistic of coca-cola

All distributor center and product warehouse are required to follow

product storage:

1. Store product in shade, away from sunlight.

2. Store and handle the product so as to maintain its integrity.

3. Keep full goods in clean, ventilated, rodent and vermin free

warehouse.

4. Spraying of any pesticides on product or pallets is strictly

prohibited.

5. 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.

6. 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.

BOTTLING

In flavors only 200 ml and 300 ml is manufactured and filled

along with 300 ml Kinley soda in Aurangabad.

P.E.T, Diet Coke, all cans, kinley soda 200 ml, all come

from pune or sometimes from Nashik plant.

Maaza comes from Wada thane district, as the alphanso

product of konkan region is utilized for its manufacturing.

PROJECT REPORT

SALES AND DISTRIBUTION

ROUTE RIDING:

This was the first phase of my assignment were I have to do route

riding for all the distributors in Aurangabad city. They are:

CHHABDA

KRUSHNA

HIND

JAY

GULATHI

AAKASH

The day starts with the distributors place with some objective like:

House keeping of the distributor.

Stock out of the day

Look out that all the brands of the company is loaded in the vehicle.

Should be aware of, from were the route starts and were it ends.

During the route it has to be seen that all the outlets in the route has to

be visited.

OBJECTIVE DURING ROUTE RIDING

Increase Sale

Check POS/Signs available.

POS visible and in good condition.

Display of empty crates outside outlet, minimum of two crates

required to be displayed outside the outlet.

Cooler purity

1. Cooler must be in working condition

2. Cooler must have neat visible decals or some form of company

signage.

3. Cooler must be visible to customers in shop. It should be seen

from the entrance of the store.

4. Cooler must be pure with the company’s brand.

Brand pack availability, means all the brands are available in the

store.

Warm product display of RGB and PET brands, means the display

should be such that it should be visible to the customer.

Cooler top display of product.

Rack purity means the rack which is given to the stores should be

pure, visible and merchandised.

Schemes if any for that day should be properly conveyed to the stores

owner so that they can purchase more than their ability for that day,

and also with a view that if the stock is full in the store no other

competitor will able to penetrate in that store.

Management of frequency of the vehicle should be there to avoid lack

of availability in any store. For example if the vehicle is visiting twice

a week say Monday and Friday, and till Wednesday the store is in the

need of the product then the frequency of the vehicle should be

increased.

For display inside the store company provide some gifts, it has to be

seen that they get their gifts at time and they should also make it sure

that the display is at the right place.

When the stock is given to the stores it has to be seen that the crates

should be in the position of T + 3. That means with thums up there

should be three other brands. This is done with a view that all the

brand should be available in the store and the weak brand should be

pushed.

During the route it has to be seen that which other outlets could be

activated.One has to write down the outlet name, owner name, contact

no, area and other information related with the outlet.

For giving visi-cooler to new outlet it has to be seen that their sale is

more that two crates in off-season and more than four in season.

The day ends with the stock in of the day, and to analyze the sale of

the day.

The stock out/in format used is attached with the hard copy report.

EVERY DEALER SURVEY

This was my second phase of assignment were I have to cover

all the outlet type in an assigned area. The format is attached with the

hardcopy report. Here the name of all the outlet in that area along with

the owners name contact no. and other information has to be gathered for

further activation.

Outlet Type to be covered: CHANNELS

1. Grocery/Kirana

2. Dept Stores

3. Super markets

4. Restaurant

5. Hotels

6. Bar

7. Chemist

8. Bakery

9. STD

10.Sweet Mart

11.Theatre

12.Canteen/Education

13.Pan Bidi store

14.Others

OBJECTIVE OF E.D.S

To know all the outlets in a given area or under that dealer.

To know the outlets belong to which channel.

To further communicate with the outlet owner with hope to activate

the store.

Through E.D.S., we can also get to know whether the outlet is

seasonal or it is permanent, takes our product throughout the year.

Availability Status of the company’s product.

AVAILABILITY ANALYSIS OF DISTRIBUTOR

This was my third phase of assignment were I was assigned one

distributor named HIND ENTERPRISES of Aurangabad. Whose area was

T.V. CENTER

HUDCO

ROSHAN GATE

BAIJIPURA

KAILASH NAGAR

SHAHGANJ

N-11

KIRADPURA

The work I was assigned to do are:

Increase sale

Availability status.

Cooler and rack purity

Warm and Empty Display.

Conveying schemes to outlets.

Plan out frequency of the vehicle so that all the outlets should be

given proper visit.

Checking of out side signage.

Checking of Combo-Tran slide Board.

Checking of Sun Pack Boards.

Checking of Visi coolers and visi dycles.

Rack display and Header.

Printing of Menu cards.

Banners and POP material.

After completing my routes In HIND ENTERPRISES I made the final

availability report which is mentioned below. As the area is basically

GREEN AREA due to Muslim majority the sale of SPRITE was very

high compared to other areas. Thumsup was running as smoothly as

in any area. Rest brand was also doing well except coke. Then I

decided to give coke in all the crates which was ordered from the

outlet. Initially I was not getting good response but latter on I was able

to push coke brand to some extent.

The report is analyzed below:

Availability Analysis

Distributor: Hind EnterprisesRoute T.V. CENTER, HUDCO, HARSH NAGAR, SHAHGANJ,ROSHAN GATE, BAIJIPURA, KAILASH NAGARDate - 21/07/05Total Outlet 90Vehicle Type MINIDOREFrequency – 2X

Channel No. % Ko OYF 6 7.50 E&D 15 25 Ko Chest 4 5.00

Grocery 36 60 Ko Visi 2 Caser 6 Pep Visi 2 Caser 5Bar 4 7 4 Caser 6 4 Caser 5

Others 5 8 7 Caser 2 7 Caser 1 9 Caser 1 9 Caser 0

Outlet Keeping it 85 35 40 40 Brand/Pack 200 % 250/300 % 500 % 1.5 %

ko 22 25.88 9 25.71 18 45 15 37.5tu 72 84.70 35 100.00 38 95 38 95fx 51 60 20 57.14 30 75 30 75sp 74 87.05 28 80 35 87.5 35 87.5li 31 36.47 18 51.42 28 62.22 28 62.22

ks 10 11.76 12 34.28 mz 25 71.42 32 80

Brand/Pack 200 % 250/300 % 500 % 1.5 %

ko 31.25 25 26 18tu 88 80 80 80fx 72.15 60 66 48sp 80 80 74 70li 33 24 32 40

ks 26 26 mz 60 72

CHANNEL ACTIVATION

The type of channel which we were assigned to activate were:

Medical/Chemist

Petrol pump ( Club – HP, Reliance )

I did a medical outlet survey in the assigned area; this was mainly done

with a view to push our MAAZA brand as it is suitable for medical kind

of outlets. Many were ready and in the process I activated some of them.

For petrol pump activation we surveyed all the CLUB-HP and

RELIANCE petrol pump of Aurangabad. We had talk with the

concerned people and we informed this to our sales and marketing

executive for the latter talks.

Michael Porters Five Force Analysis

Bargaining power of Buyers

The bargaining power of buyers is very high due to the presence of various brands and also the unorganized sector. This gives the buyer a wide variety of brands to choose from. There is additional pressure from buyer to introduce schemes and reduction in cost.

Bargaining Power of Suppliers

The bargaining power of suppliers is very low. As the coca cola company have developed captive suppliers & entered into a contract. So the company is not at the mercy of the suppliers.

Existing Competitors

Pepsi R C Cola Parle

Other Local Brands

Threats from New Entrants

As there is no report of any new company entering the Beverage market.

Threats from Substitutes

Fruit JuicesWater

Others Cold Beverages

Project title: Availability Check

Objective

1. To checking the availability of Coca Cola product as well as

Competitors Product in the market.

2. To checking the Effectiveness of Coca Cola’s Distributors.

3. To find Pack wise & Brand wise availability of Coca Cola India(CCI)

& Pepsi Cola India (PCI) products.

4. To identifying the main Channel of sales for company’s products i.e.

from eating & drinking & Grocery & others.

5. To find the Availability of Advertising materials such as Display

Board, Point Of Sales & Wall Paintings.

Sample Unit

The sample unit consists of all the type of outlets such as Eating & Drinking

spots, Grocery Shops, Bakery, Sweet marts and others.

Source of information

Information collected from outlets

Process

Formulated data collection format for outlets.

Then planning the route to be covered and deciding on the ratio of

channels of distribution to be covered in that route.

Personally visiting the outlets & checking the availability of Coca

Cola’s product and its competitors.

Facts

Total Outlets Covered 850

Total Routes Covered 15

Availability criteria for RGB Minimum 5 bottles

Availability criteria for PET Minimum 3 bottles

Data Collection FormatsArea Covered Distributors Name Date

Qty./Brands E1 E2 E3 E4 E5 E6 E7 E8 G1 G2 G3 G4 G5 G6 G7 G8 O1 O2 O3 O4 O5 O6 O7 O8

200 Thums Up Coca Cola

Fanta Limca Sprite

300 Thums Up

Coca Cola Fanta Limca Sprite

600 Thums Up


1. 5 Thums Up


2. 25 Thums Up Coca Cola

Fanta Limca Sprite

Kinley Soda 300 Kinley 600 Kinley 1.5 Kinley 250maaza

KINLEY (Water) Service

Display Board Point Of Sale

Wall PAINTING Rack

Pure Impure

200 Pepsi Mirinda (O)

7up Mountain Dew


7 Up Mountain Dew


7 Up Mountain Dew Dukes (Soda)

1.5 Pepsi Mirinda (O)

7 Up Mountain Dew

2 Pepsi. Mirinda (O)

7 Up Mountain Dew Duke (Soda)

200 300 1.5 2

250 Dukes Aqua Fina

Service Display Board Point Of Sale Wall Painting

Rack Pure

Impure

Data Analysis FormatsPack wise Summary

Pack CCI PCI200 Ml250 Ml300 Ml600 Ml1.5 Ltr.

2.25 Ltr.1 Ltr.

Brand & Pack Wise Summary

Brands 200 ml 250 ml 300 ml 600 ml 1. 5 ltr. 2. 25 ltr.

SpriteLimca7 UP

Mountain Dew

Thums UpCoke

PEPSIsi

FantaMirinda (O)

Maaza

Dukes Mango

Kinley SodaDukes Soda

Kinley Water (1 ltr.)

AquaFina (1 ltr.)

Brand & Pack wise Summary

Brand/Pack % Avalability In No. Brand/Pack % Avalability In No.of Outlets of Outlets

200ml 200mlThums Up PepsiCoca Cola Mirinda (O)

Fanta 7 UpLimca Mountain DewSprite

300ml 300mlThums Up PepsiCoca Cola Mirinda (O)

Fanta 7 UPLimca Mountain DewSprite

600ml 600mlThums Up PepsiCoca Cola Mirinda(O)

Fanta 7 UpLimca Mountain DewSprite Slice

1.5 ltr. 1.5 ltr.Thums Up PepsiCoca Cola Mirinda (O)


2.25 ltr. 2.25Thums Up PepsiCoca Cola Mirinda (O)


Kinley Soda Dukes Soda

200 ml300ML 300 ml600ML 600 ml1.5LTR 1.5 ltr.

Maaza 250ML Dukes(M)250MLKinley (Water)1 ltr. Aquafina(1 ltr)

Advertising Summary

CCI PCIDisplay board

Point of sale MaterialWall Painting

Rack checking Summary

CCI PCIRack Availability

PureImpure

Issues & Actions

Issues – Closure of some of the Distribution centers of the company in the

city thereby leading to non – delivery of goods & affecting availability.

Action- While appointing the Distributor, company should look on the

infrastructure, policies and procedures adopted by distributors. The company

should take a long them view while appointing new distributors, or should

sign a bond for a minimum continual period.

Issues – Irregular supply of brand such as Maaza & Fanta distributors

thereby not delivering on right time & in sufficient quantity.

Action – Production capacity should be increased, to meet forecasted sales

target for the season & there should be sufficient safety stock to meet urgent

demands in the market.

Issues - Different policies adopted by Distributors regarding giving credit to

the customers & regarding picking up empty bottles from the market,

leading to loss in sales and thereby affecting availability.

Action - There should be uniform policy defined for all the Distributors

regarding amount of credit they can give to their customers and about

accepting competitor’s empty bottles.

Issues – Personal conflict of Route Agent with the customers thereby

leading to non-delivery of goods to them.

Action – Sales Executive should take a regular feed back from customers

regarding the behavior of Route Agent & should take stringent measures to

build strong relationship with the customers.

Issues – There is no proper Route Coverage Plan thereby may lead to non-

delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route

showing the location & name of the outlet to be covered & it should be

given to Route Agents so that no outlet get left on the route while delivering

goods.

SOME OF THE PHOTOGRAPHS WHICH I TOOK DURING MY

PROJECT WORK.

THEASE OUTLETS SHOWS THE DISPLAY OF COMPANYS

PRODUCT. DISLPAY OF VISI-COOLER, RAKS, MAAZA RAKS

WITH THEIR HEADERS.

THESE PHOTOGRAPHS ARE TAKEN FROM SOME OF OUR E&D OUTLETS IN

AURANGABAD, SHOWING THANDAPOINT LOOLYPOP BOARD, DISPLAY OF

TRANS-COMBO BOARD, OUT SIDE SIGN BOARD, MENU CARD, MENU

BOARD AND WALL DISPLAY.

THESE TWO OUTLETS SHOWING MAZZA VISI COOLER AND

WALL PAINTING ALONG WITH OUT SIDE SIGN BOARD.

Suggestions

Issues – Irregular supply of brand such as LIMCA & COCA-COLA

distributors thereby not delivering on right time & in sufficient quantity.

Action – Production capacity should be increased, to meet forecasted sales

target for the season & there should be sufficient safety stock to meet urgent

demands in the market.

Issues – There is no proper Route Coverage Plan for some distributor

thereby may lead to non-delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route

showing the location & name of the outlet to be covered & it should be

given to sales man so that no outlet get left on the route while delivering

goods.

Issues – Brands like coke and limca do not have a good

hold in the market, so their sale graph is low.

Action – Sales man should see that all the brand should be

given in the outlets, with the strong brands these weaker

brands should be pushed to have all the brands availability.

Conclusion

For an MBA student a learning combination of theory and

practice is an invaluable asset, as this helps in

understanding the core principles by way of first hand

experiences. This summer training is a stepping- stone,

which will groom me for my future in the corporate world.

Summer training helped me to understand all the functions,

which is going in the company, this training also helped me

to understand the managerial skills which we studied

theoretically.

It helped me to understand and know the exact mechanism

of working of the various departments.

It gave the idea about the exact work done by the Managers

and also about the vocation they do in contemporary.

Thus summer training gave me a practical touch and useful

to clear out practical concept and gave a right direction to

my mind.

BIBLIOGRAPHY

www.coca-colaindia.com

Personal Departments.

Company Manuals.

Live reports when on project.1

Information collected from distributors and company

officials.

http://www.coca-colaindia.com/

OBJECTIVES OF IN-PLANT TRAINING

To get familiar with the working environment of

organization.

To understand the basic skills that should be required

for a employee to work efficiently in the organization.

The basic objective of the training is to get through

their different managerial concept through their

working departments in a company.

To understand the way in which policies are been used

in all the department, specially in sales & marketing

coca cola sales and distribution

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