SALES AND DISTRIBUTION

MANAGEMENT
A Project On Coca-Cola
Contents
Introduction for Coca-Cola ............................................................Error! Bookmark not defined.
Major Products in Coca-Cola.......................................................................................................... 3
Sales Initiatives/Strategies with respect to Maaza and Coca-Cola Coke ........................................ 4
Distribution strategy followed by coca cola in India ...................................................................... 6
Direct selling ............................................................................................................................... 7
Indirect selling ............................................................................................................................. 8
Introduction for Coca-Cola

Coca Cola was first created in 1886 by a man named John S. Pemberton. Coca Cola is one of the
world’s leading non-alcoholic soft drink manufacturers. Its products can be found in over 200
countries around the world. Its product portfolio consists of roughly more than 400 brands; this
includes soft drinks, energy drinks, and bottled water and as well as juice products. The company
is most well-known for its soft drink, coke. Coca Cola has used extensive and diverse
advertisements to increase its market share, this has led it to become one of the most recognized
name brands in the world. The Coca-Cola brand is globally valued and recognized.

The Company's non-alcoholic beverage brands include Minute Maid, Aquarius, Diet Coke/Coca-
Cola Light, Georgia, Minute Maid Pulpy, Gold Peak, Coca-Cola Zero, Powerade, Dasani, FUZE
TEA, Fanta, Del Valle, Simply, Glaceau Smartwater, Sprite, Schweppes, Glaceau Vitamin water
and Ice Dew. In its concentrate operations, the Company sells concentrates and syrups to
authorized bottling and canning operations. Its bottling partners either combine the concentrates
with sweeteners, still water and/or sparkling water, or combine the syrups with sparkling water to
produce finished beverages. The finished beverages are packaged in authorized containers, such
as cans and refillable and non-refillable glass and plastic bottles, and are then sold to retailers
directly or, through wholesalers or other bottlers. Outside the United States, the Company also
sells concentrates for fountain beverages to its bottling partners.

The Company's finished product operations consist of Company-owned or -controlled bottling,

sales and distribution operations, including Coca-Cola Refreshments bottling and associated
supply chain operations in the United States and Canada, and are included in its Bottling
Investments operating segment. In addition, in the United States, the Company manufactures
fountain syrups and sells them to fountain retailers, such as restaurants and convenience stores
using fountain syrups to produce beverages for immediate consumption, or to authorized fountain
wholesalers or bottling partners reselling the fountain syrups to fountain retailers. These fountain
syrup sales are included in its North America operating segment. Its finished product operations
include selling of sparkling beverages and a range of still beverages, such as juices and juice drinks,
energy and sports drinks, ready-to-drink teas and coffees, and certain water products, to retailers
or to distributors, wholesalers and bottling partners distributing them to retailers.
Major Products in Coca-Cola

Aerated Bottled Vending Tea & Fruit

drinks Water Machines Coffee based
Products beverage
s
Coca-Cola Kinley Georgia
Diet Coke Vending Georgia Gold Mazza
Thumbs Up Solutions Georgia other Minute Maid
Sprite products
Fanta
Limca
Schweppes

The Coca-Cola Company sells the products form of soft drinks include beverage concentrates and
syrups, with major beverage products. Business has more than 300 beverage brands all over the
world with a major to be Coke, Fanta, Lift, Sprite, Frutopia 100% Fruit Juice, and Powerade. The
Coca-Cola Company Beverages its packages into plastic bottles of sizes 2 liters, 1.25 liters, 600ml
and 300ml. these are also available in aluminum cans of 375ml. Coca-Cola is the most well-known
trademark, recognized by 94 percent of the world population. Business was very successful and
has an excellent reputation. The price of Coca-Cola are various according to size, place, and
packaging.
Sales Initiatives/Strategies with respect to Maaza and Coca-Cola
Coke

1. Maaza
Maaza is one of the flagship brands of Coca-Cola company which was launched in India
during 1976 by Parle Bisleri and later in the year 1993 Coca-Cola acquired it from Parle
Bisleri. Till now since its inception has won many people’s hearts regarding its energizing
taste and freshness that comes packed in a spaced plastic bottle. Maaza is a Mango fruit
drink and claims to contain mango pulp of the ‘Alphonso’ variety which is considered as
the “King of Mangoes” in India.
 Sales promotion and advertisement campaign for Maaza
o “Aam Ki Pyas”: This is an advertising campaign initiative by Coca-Cola for Maaza,
which aims to connect with both young and old consumers across India who have a
really strong urge to have their favorite fruit that is Mango in the form of delightful
pulpy drink.
o “Har Mausam Aam”: This is an ad campaign created by Leo Burnett Delhi where,
it shows three men wherein one tries to become a dentist, another an astrologer and
the third person a mechanic. But all these men are terrible at their profession and
wonders what to do during the off-season, and a young boy asks them if they have
ever heard of “Har Mausam Aam” (Mango for all seasons). The men scoffs at him
but the young boy insists that he is not wrong and tells that product is “Maaza”. The
ad eventually ends with the same three men who are extremely happy by selling
Maaza and one of them says “Aaamka season khatamhosakthahai,
ParMaazakanahin”.
o “Yaari Dosti Taaza Maaza”: A Brand campaign for Maaza was launched where it
is a celebrity endorsement featuring Satish Shah. The launch of the new TV
commercial talks about “Yaari Dosti” over a “Taaza Maaza”. It highlights by
featuring that the Maaza juice has been made using premium and fresh Alphonso
Mango. Furthermore, the advertisement goes on to capture how Maaza acts as an
enabler of building friendship and creating fun loving moments.
 o “Har Mausam Love, Har Mausam Aam”: This campaign is an extension to “Har
Mausam Aam” campaign where it says that it adds a delightful twist of love to the
brand Maaza along with its promise of mesmerizing, authentic experience of rich
fruity taste of mango in each and every sip. In addition to leveraging the mass media,
integrated communication plan includes a range roll out of a range of initiatives
including out-of-home (OOH) media, digital, point of sale merchandise and on-the-
ground initiatives launched across all the key strategic positions in the market.

 Pricing strategy of Maaza

o Tetra packs: Maaza has a Tetra pack of 200ml which is priced at Rs.12 which is a
long sleek packing with pictures of mangoes to grab the customers attention
convincing them that it is a delightful mango drink. Further it has launched another
type of Tetra pack called “Maaza Milky Delite” a fusion of rich Mango pulp and
Milk priced at Rs.25
o 600ml bottle: A standard size bottle which is fulfilling for one person completely
which is priced at Rs.37.
o 1.2L and 1.5L bottles: A 1.2liter bottle costs Rs.62 and a 1.5liter bottle costs Rs.67.
Customers most of the times go for 1.5L bottle because they don’t mind paying an
extra Rs.5.
o Other pricing offers: Maaza offers 2 bottles of 1.2L each which is priced at 124
together, reduces the price to Rs.111 if the customer buys 2 bottles simultaneously.

2. Coca-Cola Coke
The coke is a carbonated soft drink which is manufactured by the Coca-Cola company. It
was initially intended as a ‘patent medicine’. This drink was invented by John Stith
Pemberton during the 19th century and was later bought by an American business tycoon
who is known by the name Asa Griggs Candler who is the founder of the Coca-Cola
company. The name Coca-Cola is synonymous to its original ingredients that is Coca
leaves and Kola nuts. The current formula for the preparation of the Coke has remained a
Trade secret presently.
  Sales promotion and advertisement campaign for Coca-Cola Coke
o BOGOF: It stands for Buy-one-get-one-free where if a person purchase 2L bottle
coke, he/she will get a 1L bottle of coke for free.
o Special Code: At the back of every cap of the bottled coke, there will be a special
code which is a specific number to which one has to send a message and then a
lucky draw will be made and when a particular person’s name comes up he/she will
be provided special type of service as reward promised in the advertisement
campaign.
o Gift vouchers and coupons: In this case a person has to collect a certain number
of coupons which will be provided to them every time they buy a bottle of coke and
when they collect a certain number of coupons and present it to the shopkeeper,
that particular person will get a bottle of coke for free.
o Joint promotion with Dominoes Pizza: It is a type of promotion campaign where
a person buys a Pizza from Dominoes and that person is eligible to get a 500ml
bottle of coke for free as a reward.

Distribution strategy followed by coca cola in India

The firms’ distribution system is well planned and executed compared to all other drinks of the
same category. It has such an impact on the consumers and is so successful that even wholesalers
and distributers need the product for their business’ success. The company has achieved its goals
due to the high visibility, and the availability of its products all over the world, even remote places.

Coke has almost eroded the small and middle level players in the market. In India they have
captured even the rural market by extensive distribution and have eroded the market share of
Bovonto, Kalimark etc.

Coca Cola uses both direct and indirect selling. In direct selling, the products are made available
in shops by supplying them through company transport. Under indirect selling, the products are
reached out to different regions through wholesalers and agencies.
Coca Cola has a company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt
Ltd, and thirteen licensed bottling partners of the company, who are authorised to prepare, package,
sell and distribute beverages under certain specified trademarks of The Coca-Cola Company. The
company also has an extensive distribution system comprising of the customers, distributors and
retailers- who are the other pillars of this system.

Coca-Cola sells concentrate and beverage bases to the authorized bottlers. These authorized
bottlers independently develop local markets and distribute beverages to grocers, small retailers,
supermarkets, restaurants and many other businesses. These customers, in turn, make the
beverages available to the final consumers across India. The products are made available in corner
stores, supermarkets, retail stores, vending machines, cafes, night clubs and restaurants. The
products are also focused in high traffic points such as railway stations and bus stands

In rural India, they made use of "Happiness on the Go" vehicles which took a tour around the rural
areas getting new consumers to sample the brand at a low price point of just Rs 5. The mobile
medium was used to reach places with low mass media penetration so as to communicate to rural
audiences

Direct selling
Indirect selling