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PROJECT REPORT ON

SALES AND DISTRIBUTION


OF
COCA-COLA PRODUCTS ALONG WITH
CHANNEL ACTIVATION
IN
AURANGABAD, MAHARASHTRA
Acknowledgement
I like to express my deep sense of gratitude to Mr. Sagar Tope;
Sales Executive, Hindustan Coco-Cola Marketing Pvt. Ltd.,
Aurangabad, who took special effort to guide me as and when who
gave me this opportunity to undergo my Project with them. I take
this opportunity to thank him for his hearted co-operation, valuable
guidance, keen interests, infinite support, constructive criticism and
continuous encouragement throughout the tenure of the study.
It’s my proud privilege to work under the esteem guidance of Mr.
Sagar Tope; Sales Executive, Hindustan Coco-Cola Marketing Pvt.
Ltd., Aurangabad, without whose support ;this study wouldn’t have
been materialized.
My heartful thanks to Mr. Luckish Somane; Marketing Executive,
Hindustan Coco-Cola Marketing Pvt. Ltd., Aurangabad, for his
stimulating discussions, helpful suggestion, untiring efforts and
encouragement.
Although it would not be possible to mention the names of all those
who have helped me in one or the other ways but I really appreciated
the friendly gesture and help which I received from all during my
project.

INDEX:
1. INTRODUTION

 COMPANY PRODUCT RANGE


 COMPANY PROFILE
 BIRTH OF REFRESHING IDEA
 COCA-COLA IN INDIA
 COMPANY POLICY
 COMPANY VALUES
 QUALITY COMMITMENT
 PROMOTION
 BRAND AMBASADORS

2. THE HR DEPARTMENT AT COCA-COLA

 HR FUNCTION
 MANPOWER PLANNING & WORK BREAK DOWN
 HR OBJECTIVE
 RECRUITMENT
 RECRUITMENT POLICY
 RECRUITMENT OBJECTIVE
 RECRUITMENT PRINCIPLES
 TRAINING
 COMPANY BELIVES
 STEPS IN TRAINING PROGRAMME

3. PRODUCTION DEPARTMENT AT COCA-COLA

4. CORPORATE LOGISTIC AT COCA-COLA

5. PROJECT REPORT
 INTRODUCTION
 ROUTE RIDING
 OBJECTIVE DURING ROUTE RIDING
 EVERY DEALER SURVEY “E.D.S.”.
 OBJECTIVE OF E.D.S.
 AVAILIBILITY ANALYSIS OF DISTRIBUTER
 ANALYSIS REPORT
 CHANNEL ACTIVATION.
 MICHAEL PORTERS FIVE FORCE ANALYSIS
 PROJECT:AVAIBILITY CHECK
 FORMAT SAMPLE
 ISSUES AND ACTION.
6. SUGGETIONS

7. CONCLUSION

8. BIBLIOGRAPHY
INTRODUCTION

COMPANY’S PRODUCT RANGE


COMPANY PROFILE

The Coca-Cola Company exists to benefit and refresh everyone it touches.


Founded in 1886, the Company is the world's leading manufacturer,
marketer, and distributor of nonalcoholic beverage concentrates and syrups,
used to produce nearly 400 beverage brands The corporate headquarters are
in Atlanta, with local operations in over 200 countries around the world.

BIRTH OF A REFRESHING IDEA

The product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local
pharmacist, produced the syrup for Coca-Cola®, and carried a jug of the
new product down the street to Jacobs' Pharmacy, where it was sampled,
pronounced "excellent" and placed on sale for five cents a glass as a soda
fountain drink. Carbonated water was teamed with the new syrup to produce
a drink that was at once "Delicious and Refreshing," a theme that continues
to echo today wherever Coca-Cola is enjoyed.

Thinking that "the two Cs would look well in advertising," Dr. Pemberton's
partner and bookkeeper, Frank M. Robinson, suggested the name and
penned the now famous trademark "Coca-Cola" in his unique script. The
first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal,
inviting thirsty citizens to try "the new and popular soda fountain drink."
Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings,
with the suggestion "Drink" added to inform passersby that the new
beverage was for soda fountain refreshment. During the first year, sales
averaged a modest nine drinks per day.

Dr. Pemberton never realized the potential of the beverage he created. He


gradually sold portions of his business to various partners and, just prior to
his death in 1888, sold his remaining interest in Coca-Cola to Asa G.
Candler. An Atlantan with great business acumen, Mr. Candler proceeded to
buy additional rights and acquire complete control.

COCA- COLA IN INDIA

After a 16-years absence, Coca-Cola returned to India in 1993. The


Company's presence in India was cemented in November that year in a deal
that gave Coca-Cola ownership of the nation's top soft-drink brands and
bottling network.

Coca-Cola India has made significant investments to build and continually


improve its business in India, including new production facilities,
wastewater treatment plants, distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India
Coca-Cola is one of the country's top international investors
In 2003, Coca-Cola India pledged to invest a further US$100 million in its
operations
Coca-Cola business system directly employs approximately 6,000 local
people in India

In India, they indirectly create employment for more than 125,000 people in
related industries through their vast procurement, supply and distribution
system

Virtually all the goods and services required to produce and market Coca-
Cola locally are made in India

The Coca-Cola system in India comprises 25 wholly-owned company-


owned bottling operations and another 24 franchisee-owned bottling
operations

A network of 21 contract-packers also manufactures a range of products for


the Company

The complexity of the Indian market is reflected in the distribution fleet,


which includes 10-tonne trucks, open-bay three-wheelers that can navigate
the narrow alleyways of Indian cities, and trademarked tricycles and
pushcarts

In early 2003, Coca-Cola India collected Advertiser of the Year and


Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media
campaign
The Company ranking up "firsts" in the introduction of canned and PET soft
drinks, vending machines and backpack dispensers for crowds of cricket
supporters

COMPANY POLICY

The Coca-Cola Company exists to benefit and refresh everyone it


touches.

For them, Quality is more than just something we taste or see or measure. It
shows in their every action. They relentlessly strive to exceed the world's
ever-changing expectations because keeping their Quality promise in the
marketplace is their highest business objective and their enduring obligation.

More than a billion times every day, consumers choose their brand of
refreshment because Coca-Cola is...
 The Symbol of Quality
 Customer and Consumer Satisfaction
 A Responsible Citizen of the World

COMPANY VALUES

The heart and soul of their enterprise have always been their people. Over
the past century, Coca-Cola people have led their success by living and
working with a consistent set of ideals. While the world and their business
will continue to change rapidly, respecting these ideals will continue to be
essential to their long-term success.
Nothing is more important to their success than integrity. This begins with
insisting on absolute quality for every one of their products, and acting with
a strong sense of accountability in everything they do.

Coca-Cola people have always known that building and nurturing their
relationships with other people and the world around them is an essential
part of their work. No matter how big or complex their business becomes,
they must always demonstrate complete respect for each other.

A large part of their relationship with the world around them is their
relationship with the physical world. While they have always sought to be
sensitive to the environment, they must use their significant resources and
capabilities to provide active leadership on environmental issues,
particularly those relevant to their businesses.

As they have expanded over the decades, the company has benefited from
the various cultural insights and perspectives of the societies in which they
do business.
Much of their future success will depend on their ability to develop a
worldwide team that is rich in its diversity of thinking, perspectives,
backgrounds and culture. Coca-Cola is the world's most inclusive brand
and Coca-Cola must also be the world's most inclusive company.

Quality Commitment

The secret ingredient


People love to speculate about the secret ingredient in Coca-Cola. Some say
it could be ferreted out by simple analytical chemistry. Others are sure they
taste a distinctive flavourbase. But most are simply delighted that it makes
Coca-Cola, the world’s premier soft drink, taste so consistently delicious.
What’s their secret? Well, one secret is locked safely away in a secured
vault. But another is just an arm’s length away. It’s the consistent quality of
Coca-Cola. Wherever they do business, the Coca-Cola system adheres not
only to local and national laws for food processing and labeling, but also to
their own strict standards for exceptional quality. Everything they do, from
the selection of ingredients to the delivery of their finished products, reflects
their commitment to offering everyone the highest quality products
At The Coca-Cola Company, quality is more than just something they taste,
or see, or measure or manage. Quality shows itself in their every action; it
encompasses everything they do. From processing to packaging to pouring,
anything less than 100 percent quality is unacceptable. Their consumers
throughout the world deserve the highest quality beverages they can
produce, Every time.

In every thing coke do from the selection of ingredients to the production of


beverages and their delivery to the marketplace, they use their specialized
quality management system. The Coca-Cola Quality System, to ensure that
they are offering consumers only the highest quality products. They monitor
their customers and consumer feedback and their in trade monitoring
programs, and this information enables them to continuously improve their
already demanding systems

The Coca-Cola system adheres not only to national laws on food processing
and labeling, but also to our own strict standards for exceptional quality
PROMOTION

Promotion has played an important role in the success of


products since first newspaper ad in 1886, which read “Coca-Cola
Delicious! Refreshing! Exhilarating! Invigorating!” The company uses
advertising to trigger desire as often and in as many ways as possible.
Throughout the years, slogans or coca-cola have been memorable. Here are
some highlights:

 2005-Piyo sir utha ke


 2003-Thanda matlab Coca-cola
 2000-Coca-Cola Enjoy
 1993-Always Coca-Cola
 1990-Can’t Beat the Real Thing
 1989-Can’t Beat the Feeling
 1986-Red, White and You
 1982-Coke Is It
 1976-Coke Adds Life
 1971-I’d Like to Buy the World a Coke
 1969-Its’s the Real Thing
 1963-Things Go Better with Coke
 1959-Be Really Refreshed
 1944-Global High Sign
 1942-Its’ the Real Thing
 1936-It’s the Refreshing Thing to Do
 1929- The Pause That Refreshes.

Brand Ambassadors:-

The leading brand ambassadors of coca-cola are:


AKSHAY KUMAR AISHWARYA RAI

AAMIR KHAN RANI MUKHERJEE


THE HR DEPARTMENT AT COCA-COLA
The HR Department at coca cola is segregated into different section. Though
these are not airtight compartments, they differ a bit in the kind of function
they handle. The central HR takes care of the administration part and other
function like recruitment, planning and so on, while the decentralized HR
caters to the needs of the employees at the Plant and helps Central HR gather
data regarding the same.

Function like performance appraisal is taken care of by HRD. Training is


carried out by a separate cell i.e. the Learning Centre. Nevertheless, this cell
seeks support from HRM and HRD for its functioning

HR FUNCTION
Some of the main functions of HR/ Administration and how they are carried
out at coca cola.

MANPOWER PLANNING & WORK BREAKDOWN

In order to ensure that cock cola gets the best manpower, and is able to
manage with the best least possible number of employees, each position and
job at coca cola across all departments and locations is broken down into
specific tasks in order that each is defined in proper manner. This removes
ambiguity and increase clarity besides giving the HR department the exact
number of person required to man the various operation or functions.
Every organizational system consists of departments, units and divisions.
Traditionally, these organizations are broken down into three separate levels.
The first level is the organizational at which decision making, policies,
procedures, firm structure, job design and other organizational decisions are
made. The second level is the business process level, where the various
departments within the business interface. The third level is the performer’s
level, at which most work is accomplished.

The work Break down Structure plays an importance role in carrying out job
responsibilities of each personnel and each position and will make the
performer as an active an efficient service provider and increases their
overall performance capacity and capability

OBJECTIVES:

POSITION:

While the term job is descriptive- it describes the activity in which the
person is likely to be engages, a specific point in the organization (in the
specific of hierarchy) is called the position. Position is evaluative i.e. it
describes the level, power authority, sanction, the person is carrying out of
the job assigned to him.

RESPONSIBILITY:

To perform the job, every person has been assigned position and his or her
role is defined. To perform the job efficiently and effectively the person
should be willing to take up responsibility. The responsibility is intended
with the job profile / job description of the person holding different position
in the department.

ROLE CLARITY:

Role is the largest concept in the area of relationship of individual and the
organization. Role is a position a person occupies as defines by expectations
form a significant person in the organization, including the person himself.
In the other words, a position becomes a role when defined by various
expectations from the position. Role may therefore keep changing from time
to time with changes in technology, challenges in the environment, people
and the competencies of the role holder.

WORK BREAKDOWN:

Work break down structure is prepared with an objective of analyzing the


activities of each functions carried out and quantified as per the rate i.e. the
frequency of each activities and the time taken to perform each job/activity.
This facilitates in understanding the requirement of manpower vis-à-vis the
existing manpower and knowing the key gaps. Based on it job description
and job qualification is prepared.

BETTER SERVICES:

Work break down gives us a clear picture of the roles, responsibilities, job
description etc. which would help to select the right person at right time at
the right place. This in turn help the HR personnel to understand his role
better and thus give better services to the customer.
RECRUITMENT

Recruitment Policy:

Employees are most important assets of the company. It is necessary that this
asset must be properly selected, placed and retained. Recruitment is
therefore, endeavor to select right person for the right job at the right time.
The “recruitment policy” involves a commitment by the employer to find
and employ the best qualified persons for each job, to retain the best and the
most promosing of these hired, to offer opportunities for life time working
careers, and provide programmes and facilities for personnel growth on the
job. The new employee therefore should match the requirements and also
should have the potentials to grow in the organization.

Recruitment Objective:

 Selection of the best qualified person.


 Selection of physically, mentally & temperamentally competent
employees to achieve company’s objective.

Recruitment Principles:

1. Selection at all levels will be a merit.


2. Every effort will be made to promote growth from within.
3. To create opportunities for employees in new business.
4. Normally relatives of existing employees should not be offered
employment.
5. If an employee gets married to another at the same location, then one
of them is liable to change of assignment to avoid an conflict of
interest.
6. Locals are to be given preference.
TRAINING

COCA-COLA Strongly believes:


 Every person is unique and has unlimited potential.
 Potential can be harness to benefit organization and individual.
 Every person has weakness and limitation, but can be altered to
“strength” through training.

Steps in Training Programme:


Training programmes is a costly affair, and time consuming process.
Therefore, they need to be drafted carefully. Coca-cola undertakes some
specific steps in training programmes which can br summarized as follows:

1. Task analysis / identification of training needs.


2. Designing of training programme.
3. Preparing lesson plans.
4. Imparting training.
5. Validation (knowledge and performance test).
6. On the job training.

Thus coca-cola has its own effective training procedure for imparting to its
employees. Various training techniques like class room training, interactive
video training, lecture, conference, programme instruction and on the jog
training are used at coa-cola.
PRODUCTION DEPARTMENT AT COCA-COLA.

INGREDIENT DELIVERY

Sweetener
Team of professionals, work on selecting, auditing,
sampling, testing, approving and then authorizing the
sugar suppliers and the list of such authorized suppliers
with approved sugar lots and along with the certificate of
analysis are sent across to all the bottling unit for
procurement.

Secret Formula
Created in special concentrate plants, it's delievered,
held and used under strict controls to maintain its
integrity and security. Each unit of concentrate is
specially identifiable to allow the "history" of each
component to be researched at any stage of production,
storage or use.

CO2 Formula
When delivered to the plant, carbon dioxide, or CO2,
comes in cylinders for easy delivery and storage. But
what is it? In essence, it's a colorless and odorless gas
that provides the "fizz" for our beverages. But it's also a
by-product of our breathing and used by plants and trees
to produce oxygen.

Water
Since water is a key component to all our beverages, its
quality is critical. And, since public water quality varies
around the world, each plant further treats the water it
uses. This means that before water is added to any of our
beverages, it's rigorously filtered and cleansed. We then
continuously sample the water to ensure it meet our
standards.

Materials
Ingradients are not the only things delievered to the
plant. Other materials such as bottles, cans, labels and
packaging are also delievered. Our plants in India use
refillable bottles, CANS, PET etc. in the Production
Process, When bottles and cans are delievered to the
plant, they are carefully inspected to ensure that they
meet our exacting standards. Once these have passed
initial inspection, they move on to be washed and/or
rinsed.
WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and


rinsed before being filled. While this sound simple, the
actual steps can differ by bottling plant. In india, our
plants, use refillable glass, cans or PET bottles. To
ensure they meet our cleanliness standard, bottles are
first hit with prerinse jets which remove any dirt or
debris. They are then soaked in a high-temperature deep
cleaning solution that removes any remaining dirt and
sanitizes them. The bottles then move to the
"hydrowash" where they are washed agaian with a deep
cleaning pressure-spray.
MIXING AND BLENDING

H2O and Sugar


Mixing and blending begins with the steps of mixing
pure water with refined sugar, which creates a simple
syrup. The syrup is then measured for the correct amount
of sugar.

Secret Formula
Our secret formula is... still secret! That's right, the
secret formula remains a mystery to the millions of
people in nearly 200 countries who enjoys our refreshing
beverages everyday. Even though we can't tell you the
secret, you can be sure that "LIFE TASTES GOOD"
with Coca-Cola.

H20 and Syrup


With the syrup nearing its final state, we mix it with pure
water, creating the finished uncarbonated beverage.
However, the water and syrup must be mixed in right
ratio. This is done by the beverage proportioning
eqipment. It accurately measures the correct ratio for
each and sends this mixture to the carbonator.

CO2 Adding
Adding CO2 or carbon dioxide gas, is the final touch that
carbonates the beverages. Carbon dioxide not only gives
our beverages their effervescent zest, but it also adds to
the distinctive and familiar taste everyone has come to
expect from our beverages.

FILLING

Once all the ingredients have been mixed and blended


and the bottles have been cleaned and sanitized, we're
ready to start filling. This is a surprisingly complex
process requiring precision at each steps. To begin with,
bottles must be carefully timed as they move to the filler
- synchronization is key. Once at the filler, bottles are
either held securely in place by flexible grippers or
precisely placed under filling valves by centering
devices. Before the bottles can be filled, the inside of the
bottles must be pressurized. This allows for the force of
gravity itself to draw the beverage into the bottle - a
process that ensures the smooth flow of liquid, with little
to no foaming.
CAPPING

Once filled, bottles are then capped. We use different


caps for different bottles - glass bottles are usually
topped with a metal crown while "PET BOTTLES" are
topped with a plastic screw-top. Each cap type then
moves through different parts of the machine, which
ensures each cap stays scratch free and is in the right
position to be precisely placed on the bottle. As quality
and freshness are key, we use a "no closure" detector
during the capping process and a "go-no-go gauge" or
"torque meter" after the bottles have been capped. The
"no-closure" detector checks if a screw top or crowns
has been placed on bottle. The process actually stops if
the detector doesn't find a closure. The "go-no-go gauge"
checks for the proper crown crimp and the "torque
meter" checks to make sure the screw-top is good and
tight. If the bottle cap isn't just right, the beverages can
become flat or be affected in other ways. If this happens,
the bottle is discarded.

LABELING
Once the bottles have been filled and capped, they move
on to be labeled. A special machine dispenses labels
from large rollers, cuts them and place on the bottles.
For special labels such as commemorative bottles for
football championships, the labels are sent to the bottling
plants for approval, then used for packaging. Depending
on the occasion, some of these special bottles will go
only to the specific locations. For example, a national
football championship bottle will be sent only to the
hometown or state of the championship team.
INSPECTION

We inspect bottles at many points during


the process. With refillable bottles, it
happens they are first brought into the
plant. They are also inspected after they
are washed and again after they are filled.
Inspectors look for external bottle
imperfections and make sure each bottle
has the right amount of beverages. Even
after filling, each plant samples bottles for
analysis in its lab to ensure quality is up to
standards.
PACKAGING

Once our filled beverages have passed final


inspection, they are ready to be packaged for
delivery. Generally, packing can refer to everything
from the unique "BOTTLE" and "CAN" designs, to
label designs, to cardboard boxes and containers, to
plastic rings.
Because the needs and tastes of our consumers are so
diverse, the packaging varies depending on where
the beverages are being sent.

WAREHOUSING & DELIVERY


In order to make sure the freshest beverages possible get
to you, each warehouse must efficiently manage the
thousands of beverages cases produced each day.
Beverage organization is key, though it's the bottle and
can coding that allow for the necessary precision. From
the warehouse, we load beverages onto our distinctive
trucks. Night and day, our trucks are delivering our
refreshing beverages to stores, soda fountains, and
vending machines near you.
IN – PLANT

Warehousing and Transport Policy


Corporate logistic of coca-cola
All distributor center and product warehouse are required to follow
product storage:
1. Store product in shade, away from sunlight.
2. Store and handle the product so as to maintain its integrity.
3. Keep full goods in clean, ventilated, rodent and vermin free
warehouse.
4. Spraying of any pesticides on product or pallets is strictly
prohibited.
5. Always follow ‘FIRST EXPIRED FIRST OUT’ (F.E.F.O) and
‘Dispatch – out – date (D.O.D). In plant Dispatch-out-date (IDOD)
while storing and dispatching the product.
6. Dispatch and receive finished product only in clean and vermin
free vehicle, rack vehicle to be loaded and covered in a manner to
provide P.E.T products maximum shade.

BOTTLING
 In flavors only 200 ml and 300 ml is manufactured and filled
along with 300 ml Kinley soda in Aurangabad.
 P.E.T, Diet Coke, all cans, kinley soda 200 ml, all come
from pune or sometimes from Nashik plant.
 Maaza comes from Wada thane district, as the alphanso
product of konkan region is utilized for its manufacturing.
PROJECT REPORT

SALES AND DISTRIBUTION

ROUTE RIDING:
This was the first phase of my assignment were I have to do route
riding for all the distributors in Aurangabad city. They are:
 CHHABDA
 KRUSHNA
 HIND
 JAY
 GULATHI
 AAKASH

The day starts with the distributors place with some objective like:

 House keeping of the distributor.


 Stock out of the day
 Look out that all the brands of the company is loaded in the vehicle.
 Should be aware of, from were the route starts and were it ends.
 During the route it has to be seen that all the outlets in the route has to
be visited.
OBJECTIVE DURING ROUTE RIDING

 Increase Sale
 Check POS/Signs available.
 POS visible and in good condition.
 Display of empty crates outside outlet, minimum of two crates
required to be displayed outside the outlet.

 Cooler purity
1. Cooler must be in working condition
2. Cooler must have neat visible decals or some form of company
signage.
3. Cooler must be visible to customers in shop. It should be seen
from the entrance of the store.
4. Cooler must be pure with the company’s brand.

 Brand pack availability, means all the brands are available in the store.
 Warm product display of RGB and PET brands, means the display
should be such that it should be visible to the customer.
 Cooler top display of product.
 Rack purity means the rack which is given to the stores should be
pure, visible and merchandised.
 Schemes if any for that day should be properly conveyed to the stores
owner so that they can purchase more than their ability for that day,
and also with a view that if the stock is full in the store no other
competitor will able to penetrate in that store.
 Management of frequency of the vehicle should be there to avoid lack
of availability in any store. For example if the vehicle is visiting twice
a week say Monday and Friday, and till Wednesday the store is in the
need of the product then the frequency of the vehicle should be
increased.
 For display inside the store company provide some gifts, it has to be
seen that they get their gifts at time and they should also make it sure
that the display is at the right place.
 When the stock is given to the stores it has to be seen that the crates

should be in the position of T + 3. That means with thums up there


should be three other brands. This is done with a view that all the
brand should be available in the store and the weak brand should be
pushed.
 During the route it has to be seen that which other outlets could be
activated.One has to write down the outlet name, owner name, contact
no, area and other information related with the outlet.
 For giving visi-cooler to new outlet it has to be seen that their sale is
more that two crates in off-season and more than four in season.
 The day ends with the stock in of the day, and to analyze the sale of
the day.
 The stock out/in format used is attached with the hard copy report.
EVERY DEALER SURVEY
This was my second phase of assignment were I have to cover
all the outlet type in an assigned area. The format is attached with the
hardcopy report. Here the name of all the outlet in that area along with
the owners name contact no. and other information has to be gathered for
further activation.
Outlet Type to be covered: CHANNELS
1. Grocery/Kirana
2. Dept Stores
3. Super markets
4. Restaurant
5. Hotels
6. Bar
7. Chemist
8. Bakery
9. STD
10.Sweet Mart
11.Theatre
12.Canteen/Education
13.Pan Bidi store
14.Others

OBJECTIVE OF E.D.S
 To know all the outlets in a given area or under that dealer.
 To know the outlets belong to which channel.
 To further communicate with the outlet owner with hope to activate
the store.
 Through E.D.S., we can also get to know whether the outlet is
seasonal or it is permanent, takes our product throughout the year.
 Availability Status of the company’s product.

AVAILABILITY ANALYSIS OF DISTRIBUTOR


This was my third phase of assignment were I was assigned one
distributor named HIND ENTERPRISES of Aurangabad. Whose area was
 T.V. CENTER
 HUDCO
 ROSHAN GATE
 BAIJIPURA
 KAILASH NAGAR
 SHAHGANJ
 N-11
 KIRADPURA

The work I was assigned to do are:

 Increase sale
 Availability status.
 Cooler and rack purity
 Warm and Empty Display.
 Conveying schemes to outlets.
 Plan out frequency of the vehicle so that all the outlets should be
given proper visit.
 Checking of out side signage.
 Checking of Combo-Tran slide Board.
 Checking of Sun Pack Boards.
 Checking of Visi coolers and visi dycles.
 Rack display and Header.
 Printing of Menu cards.
 Banners and POP material.

After completing my routes In HIND ENTERPRISES I made the final


availability report which is mentioned below. As the area is basically
GREEN AREA due to Muslim majority the sale of SPRITE was very
high compared to other areas. Thumsup was running as smoothly as
in any area. Rest brand was also doing well except coke. Then I
decided to give coke in all the crates which was ordered from the
outlet. Initially I was not getting good response but latter on I was able
to push coke brand to some extent.
The report is analyzed below:
Availability Analysis
Distributor: Hind Enterprises
Route T.V. CENTER, HUDCO, HARSH NAGAR,
SHAHGANJ,ROSHAN GATE, BAIJIPURA, KAILASH
NAGAR
Date - 21/07/05
Total Outlet 90
Vehicle Type
MINIDORE
Frequency – 2X

Channel No. % Ko OYF 6 7.50


E&D 15 25 Ko Chest 4 5.00
Grocery 36 60 Ko Visi 2 Caser 6 Pep Visi 2 Caser 5
Bar 4 7 4 Caser 6 4 Caser 5
Others 5 8 7 Caser 2 7 Caser 1
9 Caser 1 9 Caser 0

Outlet Keeping it 85 35 40 40
Brand/Pack 200 % 250/300 % 500 % 1.5 %

ko 22 25.88 9 25.71 18 45 15 37.5


tu 72 84.70 35 100.00 38 95 38 95
fx 51 60 20 57.14 30 75 30 75
sp 74 87.05 28 80 35 87.5 35 87.5
li 31 36.47 18 51.42 28 62.22 28 62.22
ks 10 11.76 12 34.28
mz 25 71.42 32 80

Brand/Pack 200 % 250/300 % 500 % 1.5 %

ko 31.25 25 26 18
tu 88 80 80 80
fx 72.15 60 66 48
sp 80 80 74 70
li 33 24 32 40
ks 26 26
mz 60 72
CHANNEL ACTIVATION

The type of channel which we were assigned to activate were:


 Medical/Chemist
 Petrol pump ( Club – HP, Reliance )
I did a medical outlet survey in the assigned area; this was mainly done
with a view to push our MAAZA brand as it is suitable for medical kind
of outlets. Many were ready and in the process I activated some of them.

For petrol pump activation we surveyed all the CLUB-HP and


RELIANCE petrol pump of Aurangabad. We had talk with the
concerned people and we informed this to our sales and marketing
executive for the latter talks.
Michael Porters Five Force Analysis

Threats from Substitutes

Fruit Juices
Water
Existing Competitors
Others Cold Beverages
Pepsi

R C Cola
Bargaining Power Bargaining power
of Suppliers Parle of
Buyers
The bargaining Other Local Brands
power of suppliers is The bargaining
very low. As the coca power of buyers is
cola company have very high due to the
developed captive presence of various
suppliers & entered brands and also the
into a contract. So the unorganized sector.
company is not at the This gives the buyer
mercy of the a wide variety of
suppliers. brands to choose
Threats from New Entrants from. There is
additional pressure
As there is no report of any new company entering the from buyer to
Beverage market. introduce schemes
and reduction in
cost.
Project title: Availability Check

Objective

1. To checking the availability of Coca Cola product as well as


Competitors Product in the market.

2. To checking the Effectiveness of Coca Cola’s Distributors.

3. To find Pack wise & Brand wise availability of Coca Cola India(CCI) &
Pepsi Cola India (PCI) products.

4. To identifying the main Channel of sales for company’s products i.e.


from eating & drinking & Grocery & others.

5. To find the Availability of Advertising materials such as Display Board,


Point Of Sales & Wall Paintings.

Sample Unit

The sample unit consists of all the type of outlets such as Eating & Drinking
spots, Grocery Shops, Bakery, Sweet marts and others.
Source of information

 Information collected from outlets

Process
 Formulated data collection format for outlets.

 Then planning the route to be covered and deciding on the ratio of


channels of distribution to be covered in that route.

 Personally visiting the outlets & checking the availability of Coca


Cola’s product and its competitors.

Facts

Total Outlets Covered 850


Total Routes Covered 15
Availability criteria for RGB Minimum 5 bottles
Availability criteria for PET Minimum 3 bottles
Data Collection Formats
Area Covered Distributors Name Date

Qty./Brands E1 E2 E3 E4 E5 E6 E7 E8 G1 G2 G3 G4 G5 G6 G7 G8 O1 O2 O3 O4 O5 O6 O7 O8
200 Thums Up
Coca Cola
Fanta
Limca
Sprite

300 Thums Up
Coca Cola
Fanta
Limca
Sprite

600 Thums Up
Coca Cola
Fanta
Limca
Sprite

1. 5 Thums Up
Coca Cola
Fanta
Limca
Sprite
2. 25 Thums Up
Coca Cola
Fanta
Limca
Sprite
Kinley Soda
300 Kinley
600 Kinley
1.5 Kinley
250maaza
KINLEY (Water)
Service

Display Board

Point Of Sale

Wall PAINTING
Rack
Pure
Impure

200 Pepsi
Mirinda (O)

7up
Mountain Dew
300 Pepsi
Mirinda (O)

7 Up
Mountain Dew
600 Pepsi
Mirinda (O)

7 Up
Mountain Dew
Dukes (Soda)
1.5 Pepsi
Mirinda (O)

7 Up
Mountain Dew
2 Pepsi.
Mirinda (O)

7 Up
Mountain Dew
Duke (Soda)
200
300
1.5
2
250 Dukes
Aqua Fina
Service

Display Board

Point Of Sale

Wall Painting

Rack

Pure

Impure
Data Analysis Formats
Pack wise Summary

Pack CCI PCI


200 Ml
250 Ml
300 Ml
600 Ml
1.5 Ltr.
2.25 Ltr.
1 Ltr.

Brand & Pack Wise Summary

Brands 200 ml 250 ml 300 ml 600 ml 1. 5 ltr. 2. 25 ltr.

Sprite
Limca
7 UP
Mountain Dew

Thums Up
Coke
PEPSIsi

Fanta
Mirinda (O)

Maaza
Dukes Mango

Kinley Soda
Dukes Soda

Kinley Water (1 ltr.)


AquaFina (1 ltr.)
Brand & Pack wise Summary

Brand/Pack % Avalability In No. Brand/Pack % Avalability In No.


of Outlets of Outlets

200ml 200ml
Thums Up Pepsi
Coca Cola Mirinda (O)
Fanta 7 Up
Limca Mountain Dew
Sprite

300ml 300ml
Thums Up Pepsi
Coca Cola Mirinda (O)
Fanta 7 UP
Limca Mountain Dew
Sprite

600ml 600ml
Thums Up Pepsi
Coca Cola Mirinda(O)
Fanta 7 Up
Limca Mountain Dew
Sprite Slice

1.5 ltr. 1.5 ltr.


Thums Up Pepsi
Coca Cola Mirinda (O)
Fanta 7 Up
Limca Mountain Dew
Sprite

2.25 ltr. 2.25


Thums Up Pepsi
Coca Cola Mirinda (O)
Fanta 7 Up
Limca Mountain Dew
Sprite

Kinley Soda Dukes Soda

200 ml
300ML 300 ml
600ML 600 ml
1.5LTR 1.5 ltr.
Maaza 250ML Dukes(M)250ML
Kinley (Water)1 ltr. Aquafina(1 ltr)

Advertising Summary
CCI PCI
Display board
Point of sale Material
Wall Painting

Rack checking Summary


CCI PCI
Rack Availability
Pure
Impure
Issues & Actions

Issues – Closure of some of the Distribution centers of the company in the


city thereby leading to non – delivery of goods & affecting availability.

Action- While appointing the Distributor, company should look on the


infrastructure, policies and procedures adopted by distributors. The
company should take a long them view while appointing new
distributors, or should sign a bond for a minimum continual period.

Issues – Irregular supply of brand such as Maaza & Fanta distributors


thereby not delivering on right time & in sufficient quantity.

Action – Production capacity should be increased, to meet forecasted sales


target for the season & there should be sufficient safety stock to meet urgent
demands in the market.

Issues - Different policies adopted by Distributors regarding giving credit to


the customers & regarding picking up empty bottles from the market,
leading to loss in sales and thereby affecting availability.

Action - There should be uniform policy defined for all the Distributors
regarding amount of credit they can give to their customers and about
accepting competitor’s empty bottles.

Issues – Personal conflict of Route Agent with the customers thereby


leading to non-delivery of goods to them.
Action – Sales Executive should take a regular feed back from customers
regarding the behavior of Route Agent & should take stringent measures to
build strong relationship with the customers.

Issues – There is no proper Route Coverage Plan thereby may lead to non-
delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route
showing the location & name of the outlet to be covered & it should be
given to Route Agents so that no outlet get left on the route while delivering
goods.
SOME OF THE PHOTOGRAPHS WHICH I TOOK DURING MY
PROJECT WORK.
THEASE OUTLETS SHOWS THE DISPLAY OF COMPANYS
PRODUCT. DISLPAY OF VISI-COOLER, RAKS, MAAZA RAKS
WITH THEIR HEADERS.
THESE PHOTOGRAPHS ARE TAKEN FROM SOME OF OUR E&D OUTLETS IN
AURANGABAD, SHOWING THANDAPOINT LOOLYPOP BOARD, DISPLAY OF
TRANS-COMBO BOARD, OUT SIDE SIGN BOARD, MENU CARD, MENU
BOARD AND WALL DISPLAY.
THESE TWO OUTLETS SHOWING MAZZA VISI COOLER AND
WALL PAINTING ALONG WITH OUT SIDE SIGN BOARD.
Suggestions

Issues – Irregular supply of brand such as LIMCA & COCA-COLA


distributors thereby not delivering on right time & in sufficient quantity.

Action – Production capacity should be increased, to meet forecasted sales


target for the season & there should be sufficient safety stock to meet urgent
demands in the market.

Issues – There is no proper Route Coverage Plan for some distributor


thereby may lead to non-delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route
showing the location & name of the outlet to be covered & it should be
given to sales man so that no outlet get left on the route while delivering
goods.

Issues – Brands like coke and limca do not have a good hold in the
market, so their sale graph is low.

Action – Sales man should see that all the brand should be given in
the outlets, with the strong brands these weaker brands should be
pushed to have all the brands availability.
Conclusion

For an MBA student a learning combination of theory and practice is


an invaluable asset, as this helps in understanding the core principles
by way of first hand experiences. This summer training is a stepping-
stone, which will groom me for my future in the corporate world.

Summer training helped me to understand all the functions, which is


going in the company, this training also helped me to understand the
managerial skills which we studied theoretically.

It helped me to understand and know the exact mechanism of


working of the various departments.

It gave the idea about the exact work done by the Managers and also
about the vocation they do in contemporary.

Thus summer training gave me a practical touch and useful to clear


out practical concept and gave a right direction to my mind.

BIBLIOGRAPHY
 www.coca-colaindia.com
 Personal Departments.
 Company Manuals.
 Live reports when on project.1
 Information collected from distributors and company officials.
OBJECTIVES OF IN-PLANT TRAINING

 To get familiar with the working environment of organization.


 To understand the basic skills that should be required for a
employee to work efficiently in the organization.
 The basic objective of the training is to get through their
different managerial concept through their working
departments in a company.
 To understand the way in which policies are been used in all
the department, specially in sales & marketing