Coca Cola Sales and Distribution - PDF - Coca Cola - The Coca Cola Company

1/15/23, 10:43 PM Coca Cola Sales and Distribution | PDF | Coca Cola | The Coca Cola Company
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Coca Cola Sales and Distribution
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Coca Cola Sales and Distribution Management Full description
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Distribution Structure of
Coca Cola in India
Sales and Distribution Management Project
Project Submitted by:
Group 2
212011 HARSH VARDHAN VYAS
212025 RAJDEEP ROY CHOWDHURY
212029 SABYASACHI GUHA RAJA
212034 SUBHA SAHA
212036 SUNANDO MUKHERJEE
WMG 21

Table of Contents
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Introduction .................................................................................................................................................. 3
Role of each intermediary - Distribution & Retail......................................................................................... 4
Coca Cola System .......................................................................................................................................... 5
Sales Structure of Coca Cola ......................................................................................................................... 6
Territory Design in NCR ................................................................................................................................. 6
Margins ......................................................................................................................................................... 6
Infrastructure Required by Distributors........................................................................................................ 8
Coverage Plan Followed by Distributors ....................................................................................................... 8
Support Provided to Distributors by the Company ...................................................................................... 9
Performance Evaluation of Distributors ....................................................................................................... 9

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Major Problems Faced by Distributors ......................................................................................................... 9
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Logistics ....................................................................................................................................................... 10
Coca Cola’s Focus on Rural India Demands ................................................................................................ 11
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Coca Cola Launches Online Store in India to Download
................................................................................................... 12
Recommendations ...................................................................................................................................... 13
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Conclusion ................................................................................................................................................... 14
References .................................................................................................................................................. 15
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Introduction
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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. Since then its operations have grown rapidly through a model that supports
bottling operations, both company owned as well as locally owned and includes over 7,000 Indian
distributors and more than 2.2 million retailers. Today, Coca Cola’s brands are the leading brands in
most beverage segments. The Coca-Cola Company's brands in India include Coca-Cola, Fanta Orange,
Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh
and the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified with micro-nutrients).
In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company
namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and
powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages
Pvt Ltd; thirteen licensed bottling partners of The Coca-Cola Company, who are authorized to prepare,
package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company;
and an extensive distribution system comprising of customers, distributors and retailers. Coca-Cola
Upload your documents to download.
India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to
use these to produce portfolio of beverages. These authorized bottlers independently develop local
Upload to Download
markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous
other businesses. In turn, these customers make beverages available to consumers across India.
The Coca-Cola system in India has already investedOR

USD 2 Billion till 2011, since its re-entry into India.
The company will be investing another USD 5 Billion till the year 2020. The Coca-Cola system in India
Become
directly employs over 25,000 people a Scribd
including member
those to read
on contract. and has created indirect
The system
employment for more than 1,50,000 people in related industries through its vast procurement, supply
and distribution system. They strive to ensure that the work environment is safe and inclusive and that
there are plentiful opportunities forStart Your
people 30 Day
in India FREEthe
and across Trial
world.
The beverage industry is a major driver of economic growth. A National Council of Applied Economic
Research (NCAER) study on the carbonated soft-drink industry indicates that this industry has an output
multiplier effect of 2.1. This means that if one unit of output of beverage is increased, the direct and
indirect effect on the economy will be twice of that. In terms of employment, the NCAER study notes
that "an extra production of 1000 cases generates an extra employment of 410 man days."
Coca Cola System Worldwide and India

At the core of Coca Cola’s business in India, as in the rest of the world is the production and distribution
network, which the company calls the “Coca-Cola system”. Globally, the Coca-Cola system includes Coca
Cola itself and more than 300 bottling partners. The Coca-Cola Company manufactures and sells
concentrate and beverage bases. The authorized bottlers combine concentrate or beverage bases as the

case may be with sweetener (depending on the product), water or carbonated water to produce
finished beverages. These finished beverages are packaged in authorized containers bearing Coca Cola’s
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trademarks -- such as cans, refillable glass bottles, non-refillable PET bottles and tetra packs -- and are
then sold to wholesalers or retailers. In India, additionally, the Company also sells certain powdered
beverage mixes such as Vitingo.
The beverages reach the ultimate consumers through the company’s customers: the grocers, small
retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that are the
final points of distribution in the Coca-Cola system.
Role of each intermediary - Distribution & Retail

The Coca-Cola Company in India is governed from its corporate office located in Gurgaon. This office
manages the working of five zones covering whole of India.
The different and segregated zones are:
1. Northern zone

2. Eastern zone
3. Western zone Upload your documents to download.
4. Southern zone
5. Andhra Pradesh zone
Upload to Download
These zones are divided into various plants and offices which govern the area assigned to them. The
areas are the various distribution centres consisting of Distributors and Carry & Forward agents. Further
OR
down the distribution chain comes, the retailers/customer for the company's product. They receive
goods from distributors and C&F agents. Finally consumer is the buyer accessing the product from the
Become a Scribd member to read and
retail shops or having them delivered to their homes.
The Coca-Cola Company typically has its reach taking its products to billions of people all around the
StartInYour
world using wide distribution networks. India,30
theDay
paceFREE Trialat which Coca-Cola has widened its
and speed
business is truly amazing. Distribution network remains the biggest strength of the company
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1/15/23, 10:43 PM Coca Cola Sales and Distribution | PDF | Coca Cola | The Coca Cola Company

Search Read free for 30 days

 100% (2)· 1K views · 15 pages

Coca Cola Sales and Distribution Management Full description

Download now  Search document 

Role of each intermediary - Distribution & Retail......................................................................................... 4

Coca Cola System .......................................................................................................................................... 5

Sales Structure of Coca Cola ......................................................................................................................... 6

Territory Design in NCR ................................................................................................................................. 6

Infrastructure Required by Distributors........................................................................................................ 8

Coverage Plan Followed by Distributors ....................................................................................................... 8

Support Provided to Distributors by the Company ...................................................................................... 9

Performance Evaluation of Distributors ....................................................................................................... 9

Upload your documents to download.

Coca Cola’s Focus on Rural India Demands ................................................................................................ 11

Start Your 30 Day FREE Trial

The Coca-Cola system in India has already investedOR

Coca Cola System Worldwide and India

Role of each intermediary - Distribution & Retail

The different and segregated zones are:

1. Northern zone

You're reading a preview 

Unlock full access (pages 6-13) by

Reward Your Curiosity

No Commitment. Cancel anytime.

Share this document

Final Report on Coca Cola

STP Analysis of Dabur

ITC : Brand Diversification Strategy

Coca Cola The Coca Cola Company Logistics Retail

Related titles britannia - project report

Financial Ratio Analysis of Cadburys India and Nestle India

A Study of Marketing Strategy of Havells

A PROJECT REPORT PEPSI VS COCA COLA

Saleas and Promotional Strategy of Amul Ice Cream_Nitil

Project on Distribution Channel of Pepsi

SALES PROMOTION OF COKE

Project on Dettol Soap Reckitt and Benckiser

Comparative Analysis of Pepsi and Coke Ad Strategy

Nestle - Marketing Strategies of Nestle Foods India Ltd. Chocolate

Maggi noodles project on Research Methodology

Marketing New Product Launch

Project Report of Maggi (1)

The Final Nestle Research Project 2272

FMCG Industry Analysis

Service Quality Gap Analysis in State Bank of India

DABUR Restructuring and Re Positioning

project report on marketing of Amul

Amul -Integrated Marketing Communication

HUL Business Strategy

New Zealand's trade with APAC

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Ethnic Consumers Consulting case study

Consumer Protection Laws in India_Group 3

The 7 Habits of Highly Effective People: Guided Journal: Infographics

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Strategy Skills: Techniques to Sharpen the Mind of the Strategist

The Future of Competitive Strategy: Unleashing the Power of Data and

The Art of War: A New Translation

Both/And Thinking: Embracing Creative Tensions to Solve Your

Summary of Blue Ocean Strategy: by W. Chan Kim and Renée A.

Strategic Planning for Sustainability