A Study On Channels of Distribution of Coca-Cola Beverages in Bellary

A Study on Channels of Distribution of Coca-Cola Beverages in Bellary
CONTENT
Chapter 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:
Structured surveys i.e questionnair es and interviews
Social media i.e magazines and newspapers
Organizatio nal reports
Final report
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 Study

As 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, caffeinated low-calorie, and no-calorie, drinks.
caffeine-free
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. Porters 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

Fruits, vegetables, meat, fish and oil Dairy products Grain mill products Beverages Others
TOTAL
Shares 40% 5% 10% 20% 25% 100%
Market Segemt
Others 25%
Fruits, vegetables, meat, fish and oil 40%
Beverages 20%
Grain mill products 10%
Dairy products 5%
Data source: India Brand Equity Foundation www.ibef.org
Companys Profile History of Coca-Cola pvt ltd

COCA 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 CocaCola 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. Sixbottle 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 CocaCola 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 People
Founder: Asa Griggs Candler President and CEO: Muhtar Kent Headquarters: Midtown Atlanta, Georgia, USA
Key People INDIA

Deputy 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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 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 peoples 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
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 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
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary Channel of distribution of Coca-Cola India India is been divided into three (3) Zones for the purpose of Distribution by CocaCola ltd. 1. North zone 2. South zone 3. Central zone
CEO North zone Central zone South 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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary DIVISION OF THE SOUTH INDIA FOR COCA-COLA INDIA
South Region/Zone Andra pradesh Tamil nadu Karnataka Kerala
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.
Channels of distribution of COCA-COLA in Bellary
Bottling Plant (Bangalore)
Storage Depot (Hospet)
Distributers
Bellary
Hospet
Torangallu
Koppal
Retail outlets
Retail outlets
Retail outlets
Retail outlets
Consumers
Consumers
Consumers
Consumers
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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary ORGANIZATIONS SALES CHART FOR KARNATAKA
AREA GENERAL MANAGER GENERAL SALES MANAGER SALES MANAGER ASSOCIATE SALES MANAGER AREA SALES MANAGER SENIOR SALES EXECUTIVE EXECUTIVE SALES OFFICER TRAINEE SALES OFFICER RURAL SALES PROMOTER / MARKET DEVELOPERS
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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 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 Bellary

RADHIKA SWEETS Gopal Krishna Agarwal 1982 Radhika Sweets H.R.G complex site, Mothi Circle, Bellary 583101(Karnataka, India) Total members in the firm: 3 members Contact number: Mob: 09880982632 08884547576 Specializes in: Cold drinks of Coca-Cola brand Verity of sweets and wafers
Name of the Firm: Founder: Year of establishment: Location of the firm:
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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 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.
Channels 1
Producer Consumer
Channels 2
Producer Retailer Consumer
Channels 3
Producer Wholeseller Retailer Consumer
Channels 4
Producer Agent Wholeseller Retailer Consumer
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
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 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)
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 1) What are the variety of soft drinks you are dealing with? Frequency Coke Pepsi others Total 11 1 38 50 Percent 22 2 76 100
Pie Chart showing the nature of outlet of Pepsi and Coca-Cola.
Percentage
Coke 23% Pepsi 1% others 76%
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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 2) How is the relationship with the distributor? Frequency Good Bad Total 47.5 2.5 50 Percent 95 5 100
Pie Chart showing the relationship between distributer and seller
Percentage
Bad 5%
Good 95%
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%.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 3) How many times the distributor visits outlets per week? Frequency Once Alternative Daily Total 5 22 23 50 Percent 10 44 46 100
Pie Chart showing percentage of how many times do the distributers visit per week?
Percentage
Once 10%
Daily 46% Alternative 44%
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
Frequency Once Alternative Daily Total 2 18 30 50
Percent 4 36 60 100
Pie Chart showing the percentage of expectations of distributers visit
Percentage
Once 4%
Alternative 36% Daily 60%
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 nonpotential outlets expect the distributor to visit once a week

5) Are coke's product delivered on time
Frequency yes No Total 30 20 50
Percent 60 40 100
Pie Chart showing the percentage of on time delivery rates.
Percentage
No 40%
Yes 60%
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 Yes No Total 33 17 50
Percent 66 34 100
Pie Chart showing the percentage of how the retailers are satisfied with the supply of coke
Percentage
No 34%
yes 66%
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 0-10 10-20 20 and above Total 22 20 8 50
Percent 44 40 16 100
Pie Chart showing percentage of sales per week
Percentage
20 and above 16% 0-10 44%
10 to 20 40%
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.
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 8) Which company Visi-Cooler do you have? Frequency Coca-Cola Pepsi Both Own Total 29 11 3 7 50 Percent 58 22 6 14 100
Pie Chart showing percentage of Visi-coolers used
Percentage
Own 14%
Both 6%
Pepsi 22%
Coca-Cola 58%
The above chart shows that most of the retail outlets were provided with colas Visicooler i.e. about 58% and the rest had Pepsi Visi-cooler and few had their own cooler or both colas and Pepsis Visi-coolers
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 9) Have you been provided with sign board/display rack by Coke Company? Frequency Yes No Total 50 00 50 Percent 100 00 100
Pie Chart showing Percentage of Board/displays provided
Percentage No
0%
Yes 100%
In the given above chart I can know that almost all i.e. 100% of the retailers were provided with boards/displays
Chapter 5:
Findings Suggestions Conclusion
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.
Annexure
Questionnaires Bibliography
Questionnaires
1. Name and address__________________________. 2. What are the variety of soft drinks you are dealing with? a) Coke If b and c Why I. Supply problem of coke II. Any other problem b) Pepsi c) Other
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 cokes product delivered in time? a) Yes b) No
7. Are you satisfied with the supply of coke during each delivery? a) Yes b) No
A Study on Channels of Distribution of Coca-Cola Beverages in Bellary 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

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Wardlaw C.S.I Degree College, Bellary