Channel of Distribution

of Coca Cola
Presented By :
Sounak Chakraborty
Abhishek Sahu

Channels of Distribution
• “Systems” of interdependent organizations
that direct the flow of product
(title/possession) from producers to buyers.

Producers

Intermediaries

Customer

Evolution of Channels of
Distribution :
What’s the
value
added from
each
Intermedia
ry?

Direct
Channel
Producer

Retailer Wholesaler
Agent/Broker
Channel
Channel
Channel
Producer

Producer

Producer

Producer

Agents or
Brokers

Agents or
Brokers

Wholesalers Wholesalers

Can we
retain the
value
without
intermedia
ry?

Retailers

Consumers Consumers

Retailers

Agent/Broker
Channel

Retailers

Consumers Consumers

Conventional
Marketing Channel

Wholesalers

Retailers

Consumers

Vertical Marketing
System (VMS)

Now what does Coca-Cola
Follow…..

Coca-Cola’s strong Distribution
Channel :

70.4%
100%

21.5%

• Venezuela was the only
country in which Pepsi was
bigger than Coca Cola
• In 1996 Cisneros Group
switched from bottling
Pepsi to Coke
• In the last quarter of 1996
Pepsi had only 15.5%
market share

The Distribution
Channel at
Coca-Cola
Retailers
Supermarkets,
Kiosks

Bottler

Airlines
Clubs,
Bars
Restaurants,
Hotels
Vending
machines

Consumers

Distribution Channel at the Bidadi
Plant in Bangalore
Targeted Customers
In & around
Bangalore City

Bidadi
Plant
Hebbal
Depot

Delivery
Trucks

Distribution Strategy
adopted by Coke

Distribution Push
Strategy

Distribution Pull
Strategy

The Journey of an
Empty Coca-Cola
Bottle

Bidadi
Manufactur
ing
Plant

Packed
&
Resent
to the
stores

Recycle of a PET
Bottle of Coca-Cola
and the various uses
of it.

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