final sales and distribution
TRANSCRIPT
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SUBMITTED TO :- Dr. SL Gupta
SUBMITTED BY:- Shruti Trikha
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COCA COLA COCA COLA ENTERED IN INDIA IN 1989
50 bottling plant, company owned -25 and franchiseeowned- 25.
Interbrands Global Brand Scorecard for 2008 rankedCoca-Cola the NO.1 Brand in the World and estimated its
brand value at $70.45 billion
HEADQUARTERS ATLANTA, GEORGIA- USA
AREA SERVED WORLDWIDE
CHAIRMAN AND CEO MUHTR KENT
NET INCOME US $ 4.2 billion
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PRODUCTS
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TYPES OF OUTLET
The comapany had divided their outlet on the basis offollowing critera:
VOLUME
CHANNEL
INCOME GROUP
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Super-
markets,
Kiosks
Airlines
Clubs,
Bars
Restaur-
ants,
Hotels
Vendingmachines
Bottler
Consumers
Retailers
The DistributionChannel at Coca-Cola
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BidadiPlant
HebbalDepot
DeliveryTrucks
Distribution Channel at the Bidadi Plant in Bangalore
Targeted CustomersIn & around Bangalore
City
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Distribution Strategy adopted by
Coke
Distribution Pull Strategy
Distribution Push Strategy
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Another meaning of the push strategy inmarketing can be found in the communicationbetween seller and buyer. In dependence of theused medium, the communication can be eitherinteractive or non-interactive. For example, if the
seller makes his promotion by television or radio,it's not possible for the buyer to interact with. Onthe other hand, if the communication is made byphone or internet, the buyer has possibilities to
interact with the seller. In the first caseinformation is just "pushed" toward the buyer,while in the second case it is possible for thebuyer to demandthe needed informationaccording to his requirements.
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Sales force Duties and responsibilities of sales force:- Order
taking, order delivering, complaints handling,
sending sales report on daily basis.Whom do they report to:- Distributor
Target allotted Value(Rs):- Depends on area, season,last years sales, market size.
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1).Average order size
a). Distributor to company
b). Retailer to distributor
Depend on
demand,
season
Depend on
demand,
season
2)How orders are placed
a).Distributor to company
b). Retailer to distributor
Telephone, direct
ordering through
distributor
representative
3) Transit time
2days
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COCA-COLA
4) Frequency of order daily
5) Inventory maintained
1 day stock is maintained
(frequent visits by the
co.s vehicle)
6) Unsold/damaged
merchandise
replaced
7) IT Used
a) Stock keeping
b) Account keeping
c) Problems handling
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COCA -COLA
8) Modes of transportation(from
company to distributor)
Companys vehicle
(tata ace,tata407,tata909)
9) Expenses of transportation
a) From company to distributor
b) From distributor to retailer
By company
By distributor
10) Warehousing
a) Storage capacity
b) Self owned / rent
Minimum 300 sq m
Self owned/rental
11)Stock keeping is done by Stock keeper
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PERFORMANCE EVALUATION OF DISTRIBUTORS
Sales quota attainment
Inventory management
Average order size placed
Market coverage(calls made by distributor everyday)
Infrastructure
Volume generated
Third party audit
Complaints handling
14GROUP NO. 9
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EXPECTATIONS OF COMPANY FROM CHANNEL
MEMBERSPARAMETERS EXPECTATIONS
1) Coverage per day Minimum 40 retailers to be covered
daily
2) Sales promotion Carrying out activities assignedeffectively
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CommunicationIn rural and urban market
Coca-colas brand ambassadorAamir Khan connects himself withthe people very well in rural as well as
urban market.
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Through sponsorship
Coca-Colas sponsorship of Blast-BeatStudent Music Awards results in the Coca-Cola Blastbeat Bebo Awards.
Coca-Cola is extending its partnership withfootballs global governing body FIFA until2022, the drinks giant has announced.
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18GROUP NO. 9