PROJECT REPORT ON

Assessing Effectiveness of distribution channel in soft drink industry.

Submitted in partial fulfilment of the requirements for the award of degree of
Post Graduate Diploma in Management (Marketing) Submitted By

Vikash Ojha
Roll no. 0111pg058

July 2011-july 2013

Under the Guidance of Prof. J.S Subramanian To

Era Business School, Dwarka, New Delhi

SUBMITTED TO: PROF. J.S SUBRAMANIAN

SUBMITTED BY: VIKASH OJHA 0111PG058

SYNOPSIS

OBJECTIVE OF THE STUDY

To assess the effectiveness of the existing distribution channel. To identify the bottlenecks, if any and come up with recommendations for enhancing the effectiveness of the distribution channels.

ACTION PLAN
Study and evaluate the existing distribution system of Coca-Cola. Discussion of the existing systems with the Coca-Colas employees. Drawing up the questionnaire to be filled by retailers and customers the same. Secondary Data to be gathered from Records. Analysis and interpretations of the findings. Recommendations to be given.

LITERATURE REVIEW
Channel of Distribution
Means used to transfer merchandise from the manufacturer to the end user. Intermediaries in the channel are called middlemen. Those who actually take title to the merchandise and resell the goods are merchant middlemen. Those who act as Broker but do not take title are agent middlemen. Merchant middlemen include wholesalers and retailers. Agent middlemen include Manufacturer's Representatives, brokers, and sales agents.

Whether these exchange processes occur between manufacturers and their suppliers, retailers and consumers, or in some other buyer-seller relationship, marketing channels offer an important way to build competitive advantages in today's global marketplace. Marketing channels always emerge from the demands of a marketplace. However, markets and their needs are always changing. It's true, then, that marketing channels operate in a state of continuous evolution and transformation. Channels of distribution must constantly adapt in response to changes in the global marketplace. This new selling orientation inspired the development of new intermediaries as manufacturers sought new ways to expand market coverage to an increasingly mobile population. The selling orientation required that more intimate access be established to a now more diversified marketplace. In response, wholesale and retail intermediaries evolved to reach consumers living in rural areas, newly emerging suburban and densely populated urban centres.

The Role of Intermediaries

This progression from a production to a relationship orientation allowed many new channel intermediaries to emerge because they created new customer values. Intermediaries provide many utilities to customers. . Two principal tasks associated with the sorting function:

Categorizing. At some point in every channel, large amounts of heterogeneous supplies

have to be converted into smaller homogeneous categories.

Breaking bulk. Producers want to produce in bulk quantities. Thus, it is necessary for
intermediaries to break homogeneous lots into smaller units. The role intermediaries play in building customer confidence is their most overlooked function. Several types of risks are associated with exchanges in channels of distribution, including need uncertainty, market uncertainty, and transaction uncertainty. Intermediaries create value by reducing these risks.

RESEARCH METHODOLOGY
Research will be conducted to analyze the problem and solution with the help of Research Design. Research design will use as a requirement of project it may be exploratory which explorer the projects and its objective as well as descriptive which provide description of project. The Descriptive Research Design will be adopted to study the research problem. Sampling: Sample Size: Sample size is 100 respondents Sampling Design : Random sampling method. Data collection:The data will be collected for the study of the project from primary and secondary data. Primary data: - Primary data will be collected through the personal interview or questionnaire method. Secondary data: - Secondary data will be collected from available journal reputed books and some from internet. Description of tools for Data Analyze: Simple statistical tools such as average and percentage calculations will be used for Data analysis & Interpretation.