A PROJECT REPORT ON COCA-COLA - SALES AND

DISTRIBUTION MANAGEMENT

Under the aegis of

By
Sidharth Aggarwal
Renuka Chouhan
Mayank Srivastava
Gaurav Rajput
Aditya Pal

Under the supervision of

Prof. Rakesh Kumar Meet
(Assistant Professor)
Ph.D. (P), PGDBM (Marketing)
EMIB, MA (Psychology)

FACULTY OF PGDM
Department of Management
Doon Business School
Selaqui-248011
 The Importance of Sales and Distribution Management

Sales management is vital to the success of any business seeking to grow market share. The
following are a few reasons sales management it’s so important:

– A good sales and distribution management team is first and foremost a revenue generator. It
facilitates sales at a given price that generates profit for the company.

– Sales and distribution management plays a key role in setting and meeting corporate sales and
performance goals.

– Sales and distribution teams stay abreast of customer preferences, government regulations,
competitive sets and other factors impacting sales.

– Sales management involves understanding customer preferences and building lasting

relationships, which help guide the marketing efforts of a business.

– Sales management helps build stronger relationships between a business and its customers,
growing customer satisfaction and earning long-term loyalty.

With This We Coca-Cocalian's would love to start the Journey by transfusing

the importance of sales and distribution management

1) THE FRESHLY IMPLEMENTED SALES HIERARCHY OF

COCA-COLA INDIA LTD.

CONNECTING THE DOTS - LET’S TAKE YOU FEW YEARS BACK, NEED
TO AS THAT’S WHY THE ELIXIR OF SUMMERS IS STILL, WE ABLE TO DRINK
Gurgaon/ New Delhi, January 19, 2017: Coca-Cola India today announced a new
organization structure in keeping with economic reforms that have the potential to convert India
into a “single” national market. The new structure also enables its business to be a growth engine
for The Coca-Cola Company by capitalizing on emerging opportunities like e-commerce,
modern trade, new beverages and digitization, while continuing to build on its wide reach in
traditional trade.

Coca-Cola India operates with 14 bottlers of The Coca-Cola Company in India, one of which is a
Company owned bottling entity and why particularly this company then it’s the largest Coca-
Cola Bottler Producer in India or ELIXIR CATALYSER OF INDIA - Is one and only
(Hindustan Coca-Cola Beverages Pvt Ltd)..

Announcing the new structure, Venkatesh Kini, President, Coca-Cola India and South West
Asia

To lead this change, Shehnaz Gill, a 12-year veteran of The Coca-Cola system will take over the
newly created role of Senior Vice President Operations for India. He will serve as the Franchise
Head for all the 14 bottlers operating in India and will report to Venkatesh Kini, President, Coca-
Cola India and South West Asia

Shehnaz will be assisted in his operational duties by Ravinder Singh Bhatia, Region Director
North; Ashish Jain, Region Director, Delhi NCR; Alka Shukla, Region Director, Uttar
Pradesh; Arpita Maitra, Region Director, East; Alok Kohli, Region Director, Central and
West and Vikas Sunkad, Region Director, South.

New Delhi, 29th July, 2019 - T. Krishnakumar, President, Coca-Cola India & South
West Asia, Sundeep Bajoria, a veteran of the Coca-Cola system has taken over as Vice-
President – South West Asia (SWA), Chandrasekar Radhakrishnan has been appointed to
the position of Vice President - Strategy & Insights, Coca-Cola India & South West Asia.

October 11, 2020 - Neeraj Garg as the new Chief Executive Officer of Hindustan
Coca-Cola Beverages (HCCB).
 2) SALES FORCASTING IN COCA COLA

COCA Cola uses the forecasting technique of linear regression using a functional relationship
between two or more correlated variables. The relationship is usually developed from observable
data & plotted in a graph the two variables regress t form a straight line.

This method is useful for long – term forecasting of major occurrences & aggregate planning.
The linear regression model is based on the relative increase in consumer sales, which is then
translated with a separate retailer model into the sell-out sales forecast of coca – cola.

 Combination of top down and bottom-up approach

 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.

3) Procedure of Recruitment

Recruitment Process Passes through the Following Stages:

i) Searching out the sources from where required people will be accessible for recruitment. On
the off chance that youthful supervisors are to be selected then foundations bestowing guidelines
in business organization will be the best source.

(ii) Developing the systems to draw in the reasonable applicants. The goodwill and notoriety of
an association in the market might be one strategy. The exposure about the organization being an
expert boss may likewise help with invigorating contender to apply.

(iii) Using of good procedures to pull in planned hopefuls. There might be offers of alluring pay
rates, legitimate offices for advancement, and so on.
(iv) The following stage in this procedure is to invigorate whatever number hopefuls as would be
prudent to apply for occupations. With a specific end goal to choose a best individual, there is a
need to pull in more applicants.

METHODS OF RECRUITMENT

The following are the most commonly used methods of recruiting people are: -

INTERNAL METHODS:

Promotions and Transfers

Job Posting

Employee Referrals

External (direct) Methods

Campus Recruitment

Selection Tools at Coca-Cola

The selection process will vary depending on the position you are applying for, as one process
can not fit all the different roles, we have here at CCE. however, in most cases a combination of
any of the following tools will be used:

1)group exercise

2)presentation

3)psychometric test

4)roles play/situational exercises

5)interview

Selection Process at Coca-Cola

Ads in Newspapers & Website.

Candidates Apply through C.V.
Eligible Candidates are Called for Written Test.
Screening Interview.
Major Interview.
Joining.

Selection Test n Concept of Reliability & Validity:

“The reliability of an assessment test is the extent to which it measures learning consistently”.
The validity of an assessment test is the extent by which it measures what it was designed to
measure”.

Engagement of Team

The Company has set up five teams to engage its employees. Each team focuses on certain
activities that have a positive effect on the staff.

Fun-at-work Team

This team works on the concept of open happiness. Its activities revolve around everything other
than work — festivals, celebrations, birthdays, holidays and special days, such as the national
donut day. Their activities pertain to local sports teams, such as the softball league competitions,
and so on. In short, it connects the employees to stuffs that make them happy and give them
relaxation; things that they will generally not think about at work.

Live positively Team

This team indulges in activities related to the health and wellness of the employees. This team
has everything to do with not just the physical health of the workers but also their diet. It also
educates the employees on the ingredients that go into making the products offered by the
Company and similar companies.

4) CSR Activities of Coca Cola

CSR Policy adopted by the Board of Directors of the Company (hereinafter referred to as
“CCIPL”) . Programmes for implementation by the Company during the financial year 2018:

CCIPL’s contribution in ensuring Environmental Sustainability: Coca-

Cola India Foundation:

Water Sustainability and Solar Energy Projects to be undertaken by the wholly owned
subsidiary, Coca-Cola India Foundation (“the Foundation”)

Integrated Water Shed and Community Development Projects:

CCIPL proposes to undertake integrated water shed and community development projects. It
entails multi-partnership projects with the civil society organizations and the local communities.

Multi Stakeholder partnerships on sustainable agriculture:

Multi partnership projects focused for addressing economic, social and environmental challenges
and building capacities of farmers are being undertaken by CCIPL.

Better Waste Management System:

“Alag Karo” Har Din teen Bin - aimed at sensitizing residents and increasing their involvement
to bring about a better waste management system through the simple act of segregating wet and
dry waste in homes, offices, etc.

Multi Stakeholder Programme on Livelihood Enhancement:

In line with the emerging importance of PET recycling in the light of the “Swaach Bharat
Abhiyan”  and “Clean India campaign” launched by the Tourism Ministry, Government of
India and the key role that is played by the informal sector in collection of recyclable waste,
CCIPL has decided to design a scalable program on waste management.
Promotion of education as well as awareness generation on waste
management:

‘Support My School’ (“SMS”) campaign, aimed at revitalizing schools by providing them with
adequate sanitation and basic amenities like toilets and other facilities, especially for the girl
child. The objective of revitalizing 1000 government schools across India, will be completed this
year. An extension of SMS, on waste management and PET recycling in communities is planned
in 4 states of India this year

Employment enhancing vocation skills: ‘Parivartan’ training program for

retailers:

‘Parivartan’ training program conducted by CCIPL for retailers (including women retailers),
aimed at and focused on enhancing vocation skills. 2 CCIPL Proposed CSR Activities 2017-18

Donation under Employee Volunteering Programme:

The Employee Volunteering Programme is aimed at facilitating, systematization and

quantification of engagement of the employees with CSR and social initiatives both within and
outside CCIPL.

5) Coca Cola Sales Force Automation

The Coca-Cola Company.Bizom Right Retail 2020, A Guide to Distribution in Emerging
Markets Coca Cola uses India's best FMCG Sales Force Automation Solution. Bizom Right
Retail 2020 helps in enabling growth and driving greater distribution efficiency etc.

Coca Cola Sales Force Automation Application

SELL SMARTER AND FASTER with Sales Force Automation Application *Increase sales ensuring
outlet(s) are getting benefit of Scheme and discount. *Reduce cost by managing your field operation. Instant
online Reporting and Monitoring. *Get Complete Last Mile Visibility. *Improve your productivity on the
field. *Reduce paperwork - Go Green.

Distribution Channels

Delivery methods

1. Key Accounts:

Examples: Clubs, convenient restaurants, hotels, business houses, etc.

2.Future use:

Examples: Department stores, supermarkets, etc.

3.Early Use:

Examples: Small bars and restaurants, educational institutions, etc.

4. Overall: The study tested the effectiveness of Coca-Cola India's (CCI) distribution and
implementation strategy, in four major food chains, including Fab Mall, Spencer, Food Bazar,
and Food World, which are considered the company's leading beverage marketing agencies.

Delivery

1.Area smart distribution and awareness schemes

2. Focus on high traffic

3. Railway stations

4. Bus stand

5. Coke India is distributed using 2 methods

Exactly

b.) Exactly
National Beverage Distribution System

At Coca-Cola Company, we sell, manufacture, and sell beverages, as well as processed

beverages, including soft drinks, water, sports drinks, juice, milk, plant-based beverages, tea and
coffee.

1. Focus Working

In our blended, domestic and international operations, we sell soft drinks, sometimes referred to
as "alcoholic beverages", syrup, and certain finished drinks from authorized partners in bottles.

2. Performance of Finished Products

Our completed product operations include mainly Company or bottled controlled activities, sales
and distribution, such as the sale of fizzy drinks and other alcoholic beverages to retailers or
distributors and retailers to retailers.

3. Marketing Partners

Depending on the product, our bottling partners combine our blends with stagnant or sparkling
water, and / or sweeteners to prepare, pack, sell and distribute finished drinks.

THE END