SALES & DISTRIBUTION

WITH REFERENCE TO COCA

COLA INDIA LTD.
INDIAN FMCG SECTOR
•The Indian FMCG sector is estimated
at Rs. 1,20,000 Cr

•This sector has consistently grown

over last 3-4 years at 12-15%, even
during the economic slowdown

•Estimated to reach
• Rs. 2,06,000 Cr by 2013
• Rs. 3,55,000 Cr by 2018

•The sector directly and indirectly

employs 1.3 Cr people

Source: 2009 FICCI-Technopak Report on FMCG

Sector: The Road Ahead
SECTOR OVERVIEW:
FMCG CATEGORY BREAKUP

Sales
Food and Beverages Personal Care
Tobacco Household care
Lighting
2%
10%

15%
53%

20%

Source: 2009 FICCI-Technopak Report on FMCG

Sector: The Road Ahead
PRODUCT SEGMENT

Indian Soft Drink Market by Volume

(Billion Litres)
12
8
4
0
0 8 0 9
e d) d ) d )
20 20 a t a te a te
st im st im st im
( E ( E ( E
10 11 12
20 20 20

Source: 2009 FICCI-Technopak Report on FMCG

Sector: The Road Ahead
 COMPANY PROFILE: COCA-COLA LTD.

 The Coca-Cola Company is a beverage,

manufacturer, distributor, bottler, and
marketer of non-alcoholic beverage
concentrates and syrups
 Product Coca-Cola, was invented by
pharmacist John Stith Pemberton in 1886
 Coca-Cola currently offers more than 400
brands in over 200 countries or territories
and serves 1.6 billion servings each day*.
 Its current chairman and CEO is Muhtar
Kent

*Source: www.coca-cola.com
COMPANY PROFILE: COCA-COLA INDIA
 Coca-Cola returned to India in 1993
after a 16 year hiatus
 In India, it is known as Hindustan Coca-
Cola Beverages Pvt. Ltd. (HCCBPL)
 In the first year itself company took
over ownership of the nation’s top soft-
drink brand and bottling network
 Current CEO of Coca-Cola India is Mr.
Atul Singh
 The Company directly employs
approximately 6,000 people, and
indirectly creates employment for more
than 125,000 people in related industries
through its vast procurement, supply,
and distribution system
*Source: www.coca-cola.com
PRODUCT SPECIFICATIONS
CONTD..
CONTD..
DEPOT PROFILE - BHANDUP
 Earlier was situated at Kurla
(Kamani)

 Recently shifted to Bhandup

 Company run depot

 Covers
 Bandra – Andheri
 Thane – Sion
 Mulund – Vashi
SEGMENTATION MODEL
CHANNEL
CLUSTER

Grocery
Type 1

Eating &Drinking
Type 2

Convenience

OUTLET
VOLUME
Go
Si

Di
Br

(CASES PER YEAR)

lv

ld

am
on

er
ze

on
d
<200 200-499 500-799 >800
DISTRIBUTION STRUCTURE

DIRECT INDIRECT
 MANUFACTURING PLANT COBO
(Wada)

Primary

DIRECT COMPANY OWNED DEPOT FIFO

(Bhandup / Cotton Green / 3 days
Gorbandar) inventory
ON Home Delivery
Secondary
ORDER Agent

& RETAILERS
READY (Diamond / Gold / Bronze) 20%-30%

STOCK Tertiary

CUSTOMERS
DISTRIBUTION STRUCTURE

DIRECT INDIRECT
 MANUFACTURING PLANT
(Wada)

Secondary Distributor covers

500-600 outlet

DISTRIBUTORS
Requirements to
become Distributor:
• Capacity to hold 5
INDIRECT Secondary
days stock
• FDA license
RETAILERS • Shop
(Diamond / Gold / Bronze) Establishment
Certificate
• Light bill
Tertiary • Address proof
• Bank statement

CUSTOMERS
SALES ORGANISATION STRUCTURE
AGM

Sales
Manager

Area Sales

4
Manager

8
Sales
Executives

Market Development
Executive / Pre-sellers

59
FLOW OF THE PRODUCT

●
Pre-seller goes on his route and books the orders

9am- 6pm

C&F handled
On Palmtop by Tirupati
or Contractors
Blackberry
CONTD..

●
First vehicles leaves at 6am
●
All vehicles leave by 9.30am

6am-9.30am

Only on cash
except for few
Cannot take
Eg: Chakra Hotel
more than
(Sakinaka)
order
LOAD SHEET

RETAIL DISTRIBUTION
CONTD..
A: Alokranjan - Road Agent/Driver
S: Shamshad - Pre-seller/Market Development Exec.

Days / Mon Tue Wed Thurs Fri Sat Sun

Routes
Christai S A S A S
n Gaon
A
Station S A S A S
Road A
New S A S A
Mill
Road A S
CONTD..

Routes: 56/150 No return

Retailers’ Loss

Total vehicles: 56/167

On order vehicles: 43/131
Ready to stock:13/36
On an average 30 outlet per vehicle
Pre-sellers: 59/249

1 Driver +
2 Loaders
NEW PRODUCT DEVELOPMENT
 Coca Cola has recently come
up with an energy drink

 Only available at Diamond

outlets as of now

 1box (24pcs) + 4pcs free

Rs. 1540/- per box
 PROMOTIONS
QUANTITY PURCHASED SCHEMES
 Soft drinks:
 600ml 1case + 2x500ml soda free
 600ml 2case + 5x500ml soda free
 2 litre 1case + 2x500ml soda free
 1.25litre 1case + 1.25litre Limca free (1.5litre out of stock)

 Juice:
 1.25litre 1case Mazaa + 1.25litre Mazaa free

 Water:
 5box (15x5) + 1box free

 Energy drink:
 1box (24pcs) + 4pcs free
LEARNING’S & RECOMMENDATIONS
 The real time order processing system through use of
technology helps reduce the lead time

 24 hrs working i.e. the loading cases in the night saves

valuable time

 Pre-sellers shouldn’t be looked as an extra cost. Infact,

since their inception company has witnessed rise in
sales.

 Order devices at Diamond outlets can facilitate quicker

order placement
REFERENCES
 Mr. Narendra Yadav – Operations Head – Bhandup
(9820791719)

 Mr. Alokranjan – Route Agent / Driver (9324873428)

 Mr. Shamshad – Pre-Seller (9930289445)

THANK YOU