a study on channels of distribution of coca-cola beverages in bellary

A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 2

CONTENTChapter 1

Introduction Objective of the study Scope of the study Research Methodology Limitations of the study

Chapter 2

Industrial Profile Organization Profile

Coca Cola

Chapter 3 Theoretical Aspects Of The Study

Chapter 4 Data Analysis and Interpretation

(Analysis with graphs and charts)

Chapter 5

Findings Suggestions Conclusion

Annexure Questionnaire Bibliography

Wardlaw C.S.I Degree College, Bellary


Chapter 1: Introduction Objective of the study Scope of the study Research Methodology Limitations of the study



Introduction

“Water is essential for life and health yet hydration and fluid intake have not received

adequate attention in public guidelines,” said Maxime Buyckx, MD, director, health and

nutrition sciences for the Beverage Institute for Health & Wellness of The Coca-Cola

Company. Many companies have come up with idea of tackling the problem of less water

intake by the people by introducing various beverages like soft drinks, packaged juice and

various brews which are made with about 93% of water. To study about this idea and the way

through which the products reached the final consumer I have made this project report.

The project was carried due to the criteria of the University for the Completion of Bachelor in

Business Management from the University of Vijayanagara Sri Krishnadevaraya, Bellary.

The main objective of this project was to get an exposure to the working of the channels of

distribution. This was an opportunity for me to relate concepts learned by me to the practical

application in the organization.

This project helped me in interacting with highly experienced dealers which gained me some

practical knowledge about market status.

In this project I have learned about the relationship between producers and consumers, and

about different Channels of distribution involved in bringing the product to the final

consumer by the retailers.

Finally, it was a nice experience during my entire project period in different retail outlets I

feel, it was a great opportunity for me to do this project in outlets of Bellary and being a part

of the outlets.



Objective of the Study

The main objective of this project is to study and understand retail distribution

channels of Coca-Cola Beverages in Bellary.

To know the effective methods in bringing products in right time to right

customers by the retailers

To know the performance level and area covered by the existing distribution

channels.



Scope of the Study

The main scope of this study is to ascertain the effectiveness of channel of distribution and

various methods to increase the sales volume of the concern. The methods include regular

information to the buyers creating a brand position in the market and taking measures to

make the brand remain in its position.

One of the important aspects of this study is also to increase the market segment for the

product.



Research Methodology

“Marketing Research is the systematic designing, collection, analysis, and reporting of data

and finding relevant to a specific marketing situation facing the company.”

The present study of Coca-Cola Beverages in Bellary is based on survey methods.

In survey methods, the Sampling Method was adopted for the research. In this sample survey

method I have taken only about 50 respondents from Bellary city.

Within the time limit, I tried my best to select the sample representative of the whole group.

During the project, I maintained different chart for different routes for my dealer survey. I

have also collected data from the distributor of Bellary.

Sampling allows us to concentrate our attention upon relatively small number of people and

hence devote more energy to ensure that the information collected from them is accurate.



DATA COLLECION APPROACH:

The Data was collected through two sources,

Primary sources:

Questionnaire

Personal interaction

Retailer Survey

Personal Interviews

Distributors Opinion

Secondary sources:

Related information from internet

Organization Report

Magazines and newspaper articles



DATA COLLECTION TECHNIQUE:


Final report

Organizational reports

Structured surveys i.e

questionnaires and

interviews

Social media i.e

magazines and

newspapers


Measurement tools

This project is analyzed by taking in consideration the various data which is been collected

during the study. I was very important to analysis the data and representing these data

graphically and chronologically i.e. the data which is collected is analyzed with the help of

Pie Charts

Percentage tables

.

Pie Charts

Pie chart (or a circle graph) is a circular chart divided into sectors, illustrating

numerical proportion. In a pie chart, the arc length of each sector (and consequently its

central angle and area), is proportional to the quantity it represents. While it is named for its

resemblance to a pie which has been sliced

Percentage:

A percentage is a number or ratio expressed as a fraction of 100. It is often denoted

using the percent sign, "%", or the abbreviation "pct."



Limitations of the StudyAs I was asked to carry on my vocational training I found the following limitations during my

training period. So I could not collect all information regarding my topic.

Shortage of time factor was one of the biggest constraints.

The survey was conducted with in the Bellary city

The coverage of the objective of the study is limited to the extent of the information

given by the retailers

Most of the respondents hesitated to answer.



Chapter 2 Industrial Profile Organization Profile

Coca-Cola pvt ltd



Industrial Profile

Soda, Pop, Soft drinks, anyway you say it,

sparkling beverages are non-alcoholic,

carbonated drinks containing flavorings,

sweeteners and other ingredients. No

matter what your taste, sparkling

beverages come in many forms, including

regular, low-calorie, no-calorie,

caffeinated and caffeine-free drinks.

Sparkling beverages also contain small

amounts of sodium, primarily from the

water used to produce the beverage. Soft

drinks may also supply phosphorus and

small amounts of potassium.

The first marketed soft drinks in the Western world appeared in the 17th century. They were

made of water and lemon juice sweetened with honey. In 1676, the Compagnie des

Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors

carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty

Parisians.

The Indian carbonated industry is worth Rs 60-billion and growing now at 5% annually with

a compound annual growth rate of 4.5% where Coke and Pepsi have a combined market

share of around 95% directly or through franchisees. Surprisingly in 2010 the growth of

Carbonated Soft Drinks in declined due to the entry of Non-carbonated alternatives in many

markets around the world. Moreover the Aerated Beverages is an important sector in the

country because it not only contributes to export earnings of the country acts as a revenue

driver for other industries such as glass, refrigeration, transport, paper and sugar. This

segment is universal in its demand, catering to all income groups and age-brackets



This report is highly focused on providing insights about the Carbonated Soft Drinks in India

where the market consists of cola products and non-cola products of which the cola segment

constitutes 62%, non-cola segment is bagged with 30% and Energy Drinks Segment is 8%

which has been growing at a CAGR of 29% from 2009. Furthermore the urban areas report a

dramatically high consumption of aerated drinks as compared to rural areas, where Delhi is

on the top of the list for Carbonated Soft Drink consumption. The report reveals the market

share and size of the top players in the Industry being Coke and Pepsi with a combined

Market share of 95%.

The research further reveals that the Western region accounts for 32% of the Carbonated Soft

drink Industry in India, in spite of a fiercely never ending rivalry, between the major players.

Porter’s five force model has been effectively used to understand the competition situation

prevailing in the Industry coupled with PEST analysis to understand the macro economic

conditions of the Industry



Market Segments or Share of Various Food Processing Industries

With an estimated value of US$ 121 billion in FY12, India's food processing industry accounts for 32 per cent of the total food market.

Food Processing Industries SharesFruits, vegetables, meat, fish and oil 40%Dairy products 5%Grain mill products 10%Beverages 20%Others 25%

TOTAL 100%

Fruits, vegetables, meat, fish

and oil40%

Dairy products5%Grain mill products

10%

Beverages20%

Others25%

Market Segemt

Data source: India Brand Equity Foundation

www.ibef.org



Company’s Profile

History of Coca-Cola pvt ltdCOCA – COLA Pvt. Ltd

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early

growth was impressive, but it was only when a strong bottling system developed that Coca-

Cola became the world-famous brand it is today. In 1894 at candy store in Vicksburg,

Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's

owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass

bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the

Company. Candler thanked him but took no action. One of his nephews already had urged

that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 … The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a business

around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B.

Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States for

the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.

In the year 1916 all Bottlers worried that Coca-Cola's straight-sided bottle was easily

confused with imitators. A group representing the Company and bottlers asked glass

manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company

of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the

few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the

most recognized icons in the world - even in the dark! As the 1920s dawned, more than 1,000

Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-

bottle cartons were a huge hit starting in 1923. A few years later, open-top metal coolers

became the forerunners of automated vending machines. By the end of the 1920s, bottle sales

of Coca-Cola exceeded fountain sales.



1920s and '30s … International expansion

Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the

Company began a major push to establish bottling operations outside the U.S. Plants were

opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the

time World War II began, Coca-Cola was being bottled in 44 countries.

1950s … Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type-the traditional

6.5 ounce Contour Bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans

were also introduced, becoming generally available in 1960



1960s … New brands introduced

Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and

Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®,

followed by POWERaDE® and Fruitopia® in the 1990s. Today scores of other brands are

offered to meet consumer preferences in local markets around the world.

1990s … New and growing markets

Political and economic changes opened vast markets that were closed or underdeveloped for

decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in

Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling

facilities in Africa.

21st Century …

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This

heritage serves the Company well today as consumers seek brands that honor local identity

and the distinctiveness of local markets. As was true a century ago, strong locally based

relationships between Coca-Cola bottlers, customers and communities are the foundation on

which the entire business grows.

At the core of our business in India, as in the rest of the world is our production and

distribution network, which we call the “Coca-Cola system”. Globally, the Coca-Cola system

includes our Company and more than 300 bottling partners. The Coca-Cola Company

manufactures and sells concentrate and beverage bases. Our authorized bottlers combine our

concentrate or beverage bases as the case may be with sweetener (depending on the product),

water or carbonated water to produce finished beverages. These finished beverages are

packaged in authorized containers bearing our trademarks -- such as cans, refillable glass

bottles, non-refillable PET bottles and tetra packs -- and are then sold to wholesalers or

retailers. In India, additionally, the Company also sells certain powdered beverage mixes

such as Vitingo.



Our beverages reach our ultimate consumers through our customers: the grocers, small

retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that

are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola

system, and indeed what makes it unique among businesses, is our ability to create value for

our customers and consumers.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola

Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and

beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,

Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-

Cola Company, who are authorized to prepare, package, sell and distribute beverages under

certain specified trademarks of The Coca-Cola Company; and an extensive distribution

system comprising of our customers, distributors and retailers. Coca-Cola India Private

Limited sells concentrate and beverage bases to authorized bottlers who use these to produce

our portfolio of beverages. These authorized bottlers independently develop local markets

and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous

other businesses. In turn, these customers make our beverages available to consumers across

India.



Key PeopleFounder: Asa Griggs Candler

President and CEO: Muhtar KentHeadquarters: Midtown Atlanta, Georgia, USA

Key People INDIADeputy President and CEO: Atul Singh, Pacific Group

Deputy Business Unit President: Venkatesh Kini, India & South West Asia

Headquarters: Gurgaon, Haryana, India

Logo of Coca-Cola pvt ltd

ATUL SINGH, Deputy President and Chief Executive Officer, Pacific Group



List of coke products in India

Coca-Cola

Diet Coke

Thums Up

Sprite

Fanta

Limca

Maaza

Minute Maid Pulpy Orange

Minute Maid Nimbu Fresh

Minute Maid Guava

Minute Maid Apple

Minute Maid Mango

Minute Maid Mixed Fruit

Minute Maid 100% Juice Grape

Minute Maid 100% Juice Apple

Minute Maid 100% Juice Orange

Burn

Kinley Water

Kinley Soda

Schweppes

GEORGIA Gold

Out of which

Coca-Cola, Maaza, Kinley, Sprite, Minute Maid and GEORGIA Gold are Coca-Cola

products

Thums up, Limca, Fanta are the products of Parle which are purchased by the Coca-

Cola Co.

Schweppes was Cadbury Schweppes product took over by Coca-Cola.



Our Vision

Our vision serves as the framework for our Road map and guides every aspect of our business

by describing what we need to accomplish in order to continue achieving sustainable, quality

growth.

People: Be a great place to work where people are inspired to be the best they can be

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people’s desires and needs

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value

Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities

Profit: Maximize long-term return to share owners while being mindful of our overall

responsibilities

Productivity: Be a highly effective, lean and fast-moving organization



Our Mission

Our Road map starts with our mission, which is enduring. It declares our purpose as a

Company and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference



Channel of distribution of Coca-Cola India

India is been divided into three (3) Zones for the purpose of Distribution by Coca-Cola ltd.

1. North zone

2. South zone

3. Central zone

Note: each zone/ region has a regional vice president.

The current regional vice president for the south region or zone is Mr. Deepak Kual.


CEO

North zone

Central zone

South zone


DIVISION OF THE SOUTH INDIA FOR COCA-COLA INDIA

Note: Each state has an AREA GENERAL MANAGER (A.G.M)

A.G.M. for Karnataka is Mr. Krishnan

DIVISION FOR KARNATAKA UNIT OF COCA-COLA INDIA

The entire Karnataka unit is divided into mainly TWO (2) territories and accordingly there is

General Sales Manager (G.S.M) been assigned to each territory.

1. North Karnataka

2. South Karnataka

The G.S.M for North Karnataka is: Mr. Vilas

The G.S.M for South Karnataka is: Mr. Deepak

Zonal OFFICE

Hindustan Coca-Cola Beverages Private Limited,

#44/1, Bellary Road, Kodigehalli Gate,

Hebbal, Bangalore-560092.


South Region/Zone

Andra pradesh Tamil nadu Karnataka Kerala


Channels of distribution of COCA-COLA in Bellary

Note: For places like Bijapur and other big markets the distribution channel does not consist

of the “DEPOT” at Hospet, they directly get their stock from the Bangalore plant.


Bottling Plant (Bangalore)

Storage Depot (Hospet)

Distributers

Bellary

Retail outlets

Consumers

Hospet

Retail outlets

Consumers

Torangallu

Retail outlets

Consumers

Koppal

Retail outlets

Consumers


ORGANIZATION’S SALES CHART FOR KARNATAKA


RURAL SALES PROMOTER / MARKET DEVELOPERS

TRAINEE SALES OFFICER

SALES OFFICER

EXECUTIVE

SENIOR SALES EXECUTIVE

AREA SALES MANAGER

ASSOCIATE SALES MANAGER

SALES MANAGER

GENERAL SALES MANAGER

AREA GENERAL MANAGER


Operational Plans for the Year by Distributers.

Distributors have two plans a year

First plan from January 1st to June 15th

Second Plan from June 15th to December 31st

FIRST PLAN:

This plan is considered as yielding season where maximum business will be earned. The 70%

of the target needs to be achieved during this season

SECOND PLAN:

Here in this plan there will be minimum business and during this season there will be lot of

promotional activities undertaken.

The role of distributor in market:

The distributors’ salesman is trained properly with respect to his behavior with the retailers.

As soon as the vehicle goes to the outlet it is the duty of the sales person to

1. Greet the retailer and have a look at the cooler/refrigerator.

2. He has to suggest the retailer about the stock needed

3. Convince him for purchase

4. Place the products in the cooler as per brand order

5. Look at the warm displays

6. Follow up and handle complaints

Support from the company to the distributor

The company supports the distributors in terms of incentives during the off season i.e. during

the second plan in order to retain the distributor.



Company profile in Bellary City

Bellary is a historic city in Bellary District of Karnataka state, India. The city of Bellary is located in a semi-arid climate region. The temperature is very high in summers with highest temperature recorded at 44.9 °C (110 °F). The seasons recorded are like cold winters, hot spring, very hot summers and warm and humid rainy seasons. In this region Mr. GOPAL KRISHNA AGARWAL established a small business in the year 1982 by name registered as “RADHIKA SWEETS” in Mothi Circle in Bellary.

They are the retailer for not only sweets but also a verity of coke products which includes Thums up, Coca-Cola, Fanta and Kinley water and soda.

Profile of firm in BellaryName of the Firm: RADHIKA SWEETS

Founder: Gopal Krishna AgarwalYear of establishment: 1982

Location of the firm: Radhika SweetsH.R.G complex site,Mothi Circle, Bellary583101(Karnataka, India)

Total members in the firm: 3 membersContact number: Mob: 09880982632

08884547576Specializes in: Cold drinks of Coca-Cola brand

Verity of sweets and wafers



Chapter 3: Theoretical Aspects Of The Study



Theoretical aspects of the study

Channels of Distribution

Distribution (or place) is one of the four elements of the marketing mix. Distribution is the

process of making a product or service available for use or consumption by a consumer or

business user, using direct means, or using indirect means with intermediaries.

Intermediaries in the channels 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.

The Role of Intermediaries

This progression from a production to a relationship orientation allowed many new channels

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.



Types of Channels of Distribution

There are various types of channels of distribution. Among which four types are most

important and common. They are as follows.

Among these four channels the most common distribution channel is channel number 3 where there is involvement of wholesalers and retailers between producers and consumers


Channels 1

Producer

Consumer

Channels 2

Producer

Retailer

Consumer

Channels 3

Producer

Wholeseller

Retailer

Consumer

Channels 4

Producer

Agent

Wholeseller

Retailer

Consumer


Producer:

A producer is the person providing the good at the most basic level. A farmer is a good example of a producer. The product is what is being produced, in this case, vegetables, for example.

Agent:

An Agent is one who acts for, or in the place of, another, by authority from him; one entrusted with the business of another.

Wholesaler:

A wholesaler is an intermediary entity in the distribution channels that buys in bulk and sells to resellers rather than to consumers

Retailer:

Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit.

Consumer:

An individual is a person who buys products and services for his personal use and not to manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements.



Chapter 4: Data Analysis and Interpretation

(Analysis with graphs and chart)



1) What are the variety of soft drinks you are dealing with?

Frequency Percent

Coke 11 22

Pepsi 1 2

others 38 76

Total 50 100

Pie Chart showing the nature of outlet of Pepsi and Coca-Cola.

Coke23%

Pepsi1%

others76%

Percentage

The survey was conducted on 50 respondents where in the above chart shows that out of the

surveyed outlets 76% outlets surveyed are shared outlets, 22% are coke monopoly outlets,

2% is Pepsi monopoly.



2) How is the relationship with the distributor?

Frequency Percent

Good 47.5 95

Bad 2.5 5

Total 50 100

Pie Chart showing the relationship between distributer and seller

Good95%

Bad5%

Percentage

The survey was conducted on 50 respondents where in the above chart shows that 95% of the

retailers surveyed had good opinion towards the distributors; therefore the distributors have to

maintain the same.

Only 5% of the retailers surveyed have bad opinion therefore the distributors have to control

this aspect because the word of mouth plays a very important role and they should try to

make their relationship 100%.



3) How many times the distributor visits outlets per week?

Frequency Percent

Once 5 10

Alternative 22 44

Daily 23 46

Total 50 100

Pie Chart showing percentage of how many times do the distributers visit per week?

Once10%

Alternative44%

Daily46%

Percentage

The survey was conducted on 50 respondents where in the above chart reveals the frequency

of visit made by the distributor in the market. This chart shows that to 44% of the outlets

surveyed the visit was on alternative days, 46% of the outlets surveyed the visit was on daily

basis and 10% of the outlets surveyed the visits are made once a week. This shows that the

company is mostly following the Alternative and daily routes.



4) How many times he is expected to visit

Pie

Chart showing the percentage of expectations of distributers’ visit

Once4%

Alternative36%

Daily60%

Percentage

The survey was conducted on 50 respondents where in the above chart shows that there is a

huge demand for Coke Products in Bellary city and therefore 60% of the retailers are

expecting daily visits from the distributors in order to meet the demand from the consumers,

therefore the company has to look to this aspect seriously.

36% expect alternative days visits instead of daily visits, the outlets which are non-potential

outlets expect the distributor to visit once a week


Frequency Percent

Once 2 4

Alternative 18 36

Daily 30 60

Total 50 100


5) Are coke's product delivered on time

Frequency Percent

yes 30 60

No 20 40

Total 50 100

Pie Chart showing the percentage of on time delivery rates.

Yes60%

No40%

Percentage

The survey was conducted on 50 respondents where in the above chart shows that delivery of

the products is on time and 60% of the retailers have agreed to this question and 40% have

not agreed.

The company has to make efforts to supply the products to these 40% outlets.



6) Are you satisfied with the supply each time?

Frequency Percent

Yes 33 66

No 17 34

Total 50 100

Pie Chart showing the percentage of how the retailers are satisfied with the supply of

coke

yes66%

No34%

Percentage

The survey was conducted on 50 respondents where in the chart shows that the company is

effective during each supply with respect to the behavior and suggestions to the retailers.

Therefore 66% of the retailers surveyed are satisfied with the supply during each delivery and

34% are dissatisfied with the same



7) How are the Sales per week?

Frequency Percent

0-10 22 44

10-20 20 40

20 and above 8 16

Total 50 100

Pie Chart showing percentage of sales per week

0-1044%

10 to 2040%

20 and above16%

Percentage

The chart shows that the sales per week of 46% of the retailers is 0-10 cases and 40% is 10-

20 cases so efforts should be made to increase the sales by proper supply and other

promotional activities.

Another method is to supply according to their wants and there should not be shortage of

products to these outlets.



8) Which company Visi-Cooler do you have?

Frequency Percent

Coca-Cola 29 58

Pepsi 11 22

Both 3 6

Own 7 14

Total 50 100

Pie Chart showing percentage of Visi-coolers used

Coca-Cola58%Pepsi

22%

Both6%

Own14%

Percentage

The above chart shows that most of the retail outlets were provided with cola’s Visi-cooler

i.e. about 58% and the rest had Pepsi Visi-cooler and few had their own cooler or both cola’s

and Pepsi’s Visi-coolers



9) Have you been provided with sign board/display rack by Coke Company?

Frequency Percent

Yes 50 100

No 00 00

Total 50 100

Pie Chart showing Percentage of Board/displays provided

Yes100%

Percentage

In the given above chart I can know that almost all i.e. 100% of the retailers were provided

with boards/displays



Chapter 5:FindingsSuggestionsConclusion



Findings Most of the outlets are shared.

The basic problem is that the supply from the plant to the depot and then to the

distributors takes a long time due to which the retailers are not in the position the meet

the requirements of the consumers.

On an average the sales per week of the retailers is between 0-20 cases.

The sales people and the distributor have maintained good relationship with the

retailers.

Daily the distributers visit the retailers for collections and quarries.



Suggestions

The company must have a super stockiest in Bellary city so that this can cater not only

the need of the Bellary market but also the surroundings places.

The company has to increase coke market share by giving promotions schemes i.e.

gifts, sweep stake etc.

The company has to start its plant in Hospet as soon as possible so that there will be

no problem to the distributors as well as the retailers with respect to the stock.

The company has to put on their best efforts to convert the76% shared outlets into

coke monopoly outlets by giving promotional activities and also by on time delivery

of stocks which plays a very important role.

36% of the retailers expect alternative days visits instead of daily visits, the outlets

which are non-potential outlets expect the distributor to visit once a week therefore

the company has to supply accordingly.

To make the satisfaction level of the retailers to 100% the company has to supply

properly to the remaining 34% outlets surveyed.



Conclusions

Distribution Channels plays a very important role especially with respect to the soft drink

industry because if the product is not available on time then the consumers will switch on to

other brands and the company will lose its market share and hence an effective distribution

channels is the need of this industry.

Finally it is concluded that the retail distribution channels of Coca Cola Company is effective

in bellary.



AnnexureQuestionnairesBibliography



Questionnaires1. Name and address__________________________.

2. What are the variety of soft drinks you are dealing with?

a) Coke b) Pepsi c) Other

If ‘b’ and ‘c’ Why

I. Supply problem of coke II. Any other problem

3. How is the relationship of the distributor/market/developers/sales executives with

you?

a) Good

b) Bad

4. How many times the distributors do visit your outlet per week?

a) Once

b) Alternative days

c) Daily

5. How many times would you expect distributor vehicle to visit you

a) Once

b) Alternative days

c) Daily

6. Are coke’s product delivered in time?

a) Yes

b) No

7. Are you satisfied with the supply of coke during each delivery?

a) Yes

b) No



8. How are the Sales per week? ( in no. of cases)

a) 0-10

b) 10-20

c) 20-above

9. Which company Visi-Cooler do you have?

a) Pepsi

b) Coca Cola

c) Both

d) Own

10. Have you been provided with sign board/display rack by Coke Company?

a) Yes

b) No



Bibliography

All the information needed to complete this project is obtained from the following sources:

1. Website:

a. www.coca-cola.com

b. www.google.com

c. en.wikipedia.org

d. www.coca-colaindia.com

2. Market Developers.

3. Distributors

4. Retailer


a study on channels of distribution of coca-cola beverages in bellary

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