COCA COLA

SALES AND
DISTRIBUTIION TEAM MEMBERS:
ESHA PRIYA
CHANCHLA KUMARI
KOMAL KRITI
RAHUL KUMAR
SATYENDRA BHARTI
UMAKANT SAURAV
 ABOUT

 The Coca-Cola Company is the world's largest beverage

company.
 The company’s best known product Coca Cola was invented by
John Stith Pemberton in 1886.
 Coca-Cola currently offers nearly 400 brands in over 200
countries or territories and serves 1.7 billion servings each day.

 Coke re-entered India in 1993 and Coke India comprises of:

A. Coca-Cola India
B. Hindustan Coca-Cola Beverages
C. Franchisee bottling operations

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HINDUSTAN COCA COLA BEVERAGE PRIVATE LIMITED
HCCBPL – an organization that began in 14th February 1997
 Its headquarter is at Bangalore India.
 There are 8,000+ employees are working in the organization.
 HCCBPL operates in 25 states and 493 districts.
 It manufacture and sale 55 different products in 9 different
categories. Packed in 194 different sizes.
 It has ecosystem of 3,900+ distributors. 2,50,000 farmers 20,00,000
retailer

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Organizational
Structure
Chair
Person

G.M.
Marketing Manager Accounting Shipping
Dept. Deptt.
Factory
Manager
Marketing Production
Manager Manager
Qualit Mechanic
y al
Sales Manager Sales Manager Contr Engineer Shipping
O/S (Base) ol Manager
Sales Officer Sales Officer
Shipping Officer
Sales Supervisor Sales Supervisor Shipping
Sales Man Sales Man
Personnel Manager
Distribution Officer
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THE HIERARCHY OF THE COMPANY SALES
DEPARTMENT
Hindustan Coca- cola Beverage Private Limited is divided into 7 zones.
These are followings: -
1.Karnataka,Kerela
2.Gujarat,Rajasthan,Mp
3.Ap,Telangana,Orissa
4.Tamilnadu
5.North
6.East
7.Maharastra,goa
 Bihar comes in east zone and it’s headquarter is in Patna.

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The diagram given below shows the sales hierarchy in Bihar

Sales
Manager

Area Sales Manager

Sales Team Leader

Market Growth
Representative

Bihar is divided into two territories – North Bihar and South Bihar

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Roles Of Sales Executive

 Sales executive are the key point of contact between an

organization and its clients.
 Develops relationships with prospects.
 Their work includes reviewing sales performance, negotiating
contracts and packages.
 Researching and recommending new opportunities.
 Recommending profit and service improvements.
 Generating leads.
 Helping determine pricing schedules for quotes, promotions and
negotiations.

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Market Classification

MARKET AREA

Urban Rural
(Population more (population less
then 1 lakh) then 1 lakh )

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Distribution channel

Bottling Warehouse/
Plant Godown Stockists

Distributor
Wholesaler

Distribution strategies
• Increasing Bottling facilities Retailer
• Distribution to rural market
• Improving Logistics
Customers
• Performance Evaluation of Distributors
Inventory management
Average order size placed
Market coverage(calls made by distributor everyday)
Volume generated

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• Major Problems Faced by Distributors
Intense competition with PepsiCo
Depleting Margins
Multiple Channels.
Environmental Issues faced by the Coca Cola Company such as
the pesticide issue, ban on sale of Coke products in Kerala in
2006 etc. resulted in depleted sales
From company : discounts/incentives given at the end of the
month
From retailer : bad debts/run

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Recruitment & Selection

 Coca-Cola recruitment process is well established, they give ads in

newspaper, company’s website, institutions, etc.
 Coca-Cola recruits MT from premier B schools.
 Also offers PPO’s to the Summer Interns.

SELECTION PROCESS INVOLVES:

 Group Exercise
 Interview
 Presentations
 Psychometric tests
 Situational Exercises

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Training

Coca-Cola India partners with Indian School of Business (ISB) to

launch the Coca-Cola – ISB Retail Academy

 The ‘Parivartan’ program –

Training small town retailers. Coke’s new strategy involves
training retailers (around 6,000 of them) in a program
launched by the Coca-Cola.

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Sales Force Motivation
 Incentives based on quarterly performance
 No. of units and/or total revenue, work as a base for incentives
 Every executive needs to add new outlets every year to get UNIT
incentives
 Target achievers are recognized by giving:
 TV, Fridge, etc.
 Certificates / trophies
 Lunch / outing with senior management, etc.

 Foreign trips for managerial level & above

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 Performance Ratings
 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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Logistics
PARAMETERS

1)Average order size

a)Distributor to company Based on Demand, Season
b)Retailer to Distributer

2)Order placement
Phone
a)Distributor to company
Distributor
b)Retailer to distributer
Representative

3) Transit Time 2 Days

4) Order frequency Daily

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Logistics
PARAMETER
5) Inventory S 1
Maintained day
6) Replaced
Unsold/Damaged
a) Refrigerator Keeping
Merchandise b) Stock keeping
7)
Technology
8) Mode of
Company vehicle
Transportation
9)Transportation
(company to distributor)
Compan
Expenses y
a) Company to Distributor Distribut
10)Warehousing
b) Distributor to retailer or
Minimum 30
a) Storage Capacity
m2 Owned /
b) Ownership
Rented
11) Stock keeping Stock
responsibility keeper

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MARGINS
A margin per crate (comprising 24 bottles of 300 ml
each) is Rs 20.
On the 200 ml pack size, margin is Rs 16 per crate.
Sales of the more affordable 200 ml pack size account
for about 60 per cent of its total carbonated soft drink
(CSD) sales.
Non-CSD business accounts for 15 per cent.

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