Title

Studying outlet mapping of a major soft drink company

Background of the study
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia,
and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in
the United States since March 27, 1944). Originally intended as a patent medicine when it was
invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman
Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink
market throughout the 20th century.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout
the world. The bottlers, who hold territorially exclusive contracts with the company, produce
finished product in cans and bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and
vending machines. The Coca-Cola Company also sells concentrate for fountains to major
restaurants and food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand
name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola,
Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special
versions with lemon, lime, or coffee. In 2013, Coke products could be found in over 200
countries worldwide, with consumers downing more than 1.8 billion company beverage servings
each day.
Coca-Cola

Type

Cola

Manufacturer

The Coca-Cola Company

Country of origin United States

Introduced

1886

Color

Caramel E-150d

Flavor

Cola

Variants

Diet Coke
Caffeine-Free CocaCola
Diet Coke CaffeineFree
Coca-Cola Zero
Coca-Cola Cherry
Coca-Cola with
Lemon
Coca-Cola Vanilla
Coca-Cola with Lime
Coca-Cola Raspberry
Coca-Cola Black
Cherry Vanilla
Coca-Cola Blk
Coca-Cola Citra
Coca-Cola Orange
Coca-Cola Life

Related products Pepsi

Postobn
RC Cola
Cola Turka
Kola Real
Inca Kola
Zamzam Cola
Mecca-Cola
Virgin Cola
Parsi Cola
Qibla Cola
Evoca Cola
Corsica Cola
Breizh Cola
Afri Cola
Website

www.coca-cola.com

Relevance or significance of the study

To understand the need for retail mapping we have to understand the
extent of the sales territory for a telecom sales manager. A city may be
divided into one or more distributors demarcated generally by a main road.
For this article, well use a hypothetical territory in the city of Bangalore,
India.

Multi-brand outlets Those that sell telecom products of more than

one telecom provider. These retailers are specialists in the telecom
sector having an accurate understanding of a telecom customer. They
end up being the biggest advisors to any sales manager and also the
biggest source of info regarding the competitors.

Branded retail outlets Those that sell telecom products of a single

organization. These outlets are frequently company owned-company
operated (COCO). However there can be other forms like franchisee
owned-franchisee operated (FOFO). They are generally located in an
up-market area where there is more customer foot traffic.

Kirana stores (Mom and Pop stores) These are friendly neighborhood
shops selling a variety of products for daily consumption in a
household. Many times these shops contribute only a small amount of
business to the telecom organization. However, they definitely
increase the visibility and reach for any telecom organization.

For any telecom organization to do business it needs to place its products

within these outlets. They are the customer touch points and the breadth
and depth of the sales channel. Therefore, having a list of these outlets is
one of the foremost and critical steps. This activity can be referred to as
retail mapping.

Literature review
Objectives
Primary objective

Current distribution followed by coca-cola is less effective.

Dissonance of the dealer is the main concern for the company.

Secondary objective

The main objective of this project is mapping of the available marketing channel of
hccbpl, in paanchvati region of Nasik.
To find the comfort level of the dealer with the current distribution system.
To find the lacunas in the current distribution system.
To suggest remedial measures.

Scope of The Project

Research methodology
AREA : NASHIK
Type of Research

Sampling technique
Sample Size

Descriptive research
Convenience sampling

130 outlets

Samplings Areas

Panchavati nashik.

Primary Data

Responses through questionnaire

Secondary Data

Outlet Owner's experience

The term research is composed of two word re and search. Re means again & again,
search means search about new facts. Thus the term research can be defined as a careful
investigation or enquiry specially to search new facts in any branch of knowledge. The
term research refers to the systematic method consisting of enunciating the problem,
formulating the hypothesis, collecting the fact or data, analyzing the facts and reaching
certain conclusion either in the form of solution toward the concerned problem or in
certain generalization for some theoretical formulation.
According to CLIFFORD WOODY, research is a careful inquiry or examination in
setting the facts or principal, a diligent investigation to ascertain something.

Methodology
Methodology is the systematic and objective identification, collection, analysis,
dissemination and use to information for the purpose of improving decision making
related to the identification and solution of problem.
During the course of conducting the study the information were gathered mainly through
the primary sources. Conducting field survey by talking to the individual and the
methodology used in the survey was personal observation and interview with the
consumer with help of questionnaire.

Area of research

Panchvati Nasik
From Aurangabad naka till Godavari river & peth road, dhindoriroad signal till ram ghat.
Krishna nagar

Ram ghat
Panchvati circle
Old panchvati
Gurudwara lane
Nimani circle
Malegoan stand
Peth fata
Ramwadi

INCOME GROUP

Around 70% of the area is covered under middle income groupof people

10% is covered by lower-middle or lower income group.

Only 15%(approx.) is marked by higher-middle & higher income group of people.

5-7% of the area is unmarked.

TYPE OF LAYOUT
E & D OUTLET
Grocery store(kirana)
Pan & beedi shops
Tea stalls
Convenience store

PRODUCT RANGE
Coca cola
Diet coke
Thump up
Sprite
Limca
Fanta
Kinsley soda
Maaza
Minute maid pulpy orange

Data Collection Techniques and tools

service provided by the pre-seller

SERVICE QUALITY

10

VERY GOOD

15
GOOD

20
OK

BAD

25

30

35

40

VERY BAD

INTERPRETATION
1. ONLY 4% OF THE RETAILER ARE WELL SATISFIED WITH THE SERVICE
PROVIDED BY THE PRE-SELLER
2. 21%OF THEM FEEL THAT THE QUALITY OF SERVICE PROVIDED OS
GOOD.
3. 28% OF THE RETAILER FEEL THAT QUALITY OF SERVICE PROVIDED BY
THE PRE-SELLER IS AVERAGE
4. 23%OF THE RETAILER ARE NOT HAPPY WITH THE SERVICE PROVIDED
TO THEM
5. 7% OF THEM FEEL COMPLETEY DISSATISFIED BY THE SERVICE OF THE
DOSTRIBUTOR PRE-SELLER.
6. REMAINING 18% ARE WITHER HAVING PEPSI MONOPOLY OR THEY HAVE
NOT STARTED THEIR OUTLET FOR ANY BEVERAGE.

efficiency of the delivery by the distributor

DISTRIBUTOR EFFICIENCY

VERY GOOD

10
GOOD

15
OK

BAD

20

25

30

35

VERY BAD

INTERPRETATION
1. 6% OF THE RETAILER ARE VERY WELL SATISFIED WITH THE SERVICE
PROVIDED BY THE DISTRIBUTOR.
2. 24% OF THEM FEEL THAT THE QUALITY OF SERVICE PROVIDED IS
GOOD.
3. 25% OF THE REATAILER FEEL SATISFACTORY ENOUGH BY THE QUALITY
OF SERVICE PROVIDED.
4. 19% OF THE RETAILER ARE NOT HAPPY WITH THE SERVICE PROVIDED
TO THEM.
5. 8% OF THEM FEEL COMPLETELY DISSATISFIED BY THE SERVICE OF THE
DISTRIBUTOR.
6. REMAINING 18% ARE VIRGIN OUTKETS

frequency of the delivery

23
56

17
7
27

TWICE A WEEK

WEEKLY

INFREQUENT

UNCOVERTED OUTLETS

FORTHNIGHTLY

INTERPRETATION
1. THE ABOVE GRAPH SHOWS THE FREQUENCY OF SERVICE FOR
MAJORITY OF THE RETAIL OUTLET IS VERY GOOD WITH 43% OF O130
OUTLETS. THIS MEANS THAT THE MAJORITY OF THE RETAIL OUTLETS IN
THR PANCHAVATI AREA NASHIK ARE FILLED WITH COCA COLA STOCK
TWICE EVERY WEEK.
2. THIS IS FOLLOWED BY 21% OF THE OUTLETS WHICH ARE SERVED
WEEKLY
3. HOWEVER THE NUMBER OF UNCOVERED OUTLETS IS 23,WHICH
CONSITIUTE 18% OF THE ENTRIE PANCHVATI REGION. THIS IS QUITE A
LARGE NUMBER HAVE TO TAKE NOTE OF INORDER TO IMPROVE HOS
BUSINESS.

Distributor give good schemes

23

27

39

41

YES

NO

OCCASIONALLY

UNCOVERED OUTLETS

INTERPRETATION
THIS SHOWS THAT THE DISTRIBUTOR DOES NOT PROVIDE ENOUGH
SCHEMES ON REGULAR BASISTO THE RETAIL OUTKETS
31% OF THEM DO NOT RECEIVE ANY SCHEMES AND 30% RECIEVWWWE THE
SCHEMES OCCASIONALLY
HENCE ONLY 21% OF THE RETAIL OUTLETS ARE WELL SERVED WHICH FETCH
THEM THE MAJORITY OF THE BUSINESS.

order as per your requirement

23
55

52

YES

NO

UNCOVERED OUTLETS

INTERPRETATION

42% OF THE OUTLETS RECEIVE ORDER AS PER REQUIRED WHEREAS 40% OF

THEM DO NOT RECEIVE ORDER AS PER REQUIRED
THERE IS A GOOD POTENTIAL SCOPE OF IMPROVEMENT BY THE DISTRIBUTOR
IN THE AERA OF UNCOVERED OUTLETS 18% AS WELL AS THOSE WHICH DO
NOT GET THE ORDER AS PER REQUIREMENT 40%.

Sales

32%

68%

PEPSI

COKE

INTERPRETATION
THE SALE FOR COCA COLA PRODUCT EXCEED THE SAME FOR THOSE OF
PEPSI PRODUCT
HOWEVER THE SALE OF COCA COLA PRODUCT IS LOW AS COMPARED TO ITS
SALE IN THE ENTIRE NASHIK DISTRICT WHICH IS APPROX 78%.

Distributor provide you with display facilities such as banner, hoardings menu cooler, rack.

23

34

25

48

YES

NO

OCCASIONALLY UNCOVERED OUTLETS

INTERPRETATION
THIS SHOWN THAT THE DISTRIBUTOR DOES PROVIDE ENOUGH SCHEMES ON
REGULAR BASIS TO THE REATILE OUTLETS
26% OF THEM DO RECEIVE SUFFIECENT DISPLAY FACILITY & MERCHANDISE
AND ALSO 37% RECEIVE THE SCHEMES OCCASIONALLY
ONLY 19% OF THE RETAIL OUTLETS ARE NOT WELL SERVED.

Sales

23

25

38

44

YES

NO

ONLY PRESSURIZED

UNCOVERD OUTLETS

Sales

23

11

92

YES

NO

SOMETIMES

UNCOVERED OUTLETS

OTHER PARTY PURCHASES

8
7
6
5
4
3
2
1
0

PURCHASES
OTHER

SUB-DEALER

MALLS

OTHER RETAILERS

Expected Outcomes / end result and Learning.

The sales for coca cola product exceed the same for those of Pepsiproduct.
However the sale of coca cola product is low as compared to its sale in the entireNasik
district which is approx.785
Majority of retail outlets receive sufficient display facility & merchandise.
42% of the outlets receive order as per required.
where as 40% of them do not receive order as per required.
There is a good potential scope of improvement by the distributor in the area of
uncovered outlets as well as those which do not get the order as per requirement
31%of them do not receive any schemes.
30% receive the schemes occionally.
21% of the retail outlet fetch coca cola the majority of the business. hence there is a
tremendous scope for the company to progress in this area.
The frequency of service for majority of the retail outlets is very good with covering 56
of 130 outlets.
Majority of the retail in the panchvati area of Nasik are filled with cocacola stock twice
every week
Approx. 605 of the retailer are satisfied with the service provided by the distributor in
panchvati area Nasik.

28% of the retailer feel that the quality of service provided by the pre-seller is average.
Also approx. 30% of the retailer are not satisfied by the service provided by the retailer.
Around 18% of the retail outlets from a part of their Pepsi monopoly or that are not
served at all , from a part of the pre-seller duty to convert them into coca-cola monopoly
or shared outlet.
But the overall efficiency of the distributor in the panchvati region of coca cola product is
hampered due to the fact that it has a sale of 685 as compared to its sale in the entire
Nasik district which is approx. 78%.