Sales & Distribution of Coca-Cola & Hector Beverages

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SALES & DISTRIBUTION OF                                     COCA-COLA &          HECTOR BEVERAGES

Final Report

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Acknowledgement

Any accomplishment requires the efforts of many people and this work is no different. We would like to express our special thanks to Prof. Bhalendra Singh who gave us the golden opportunity to do this wonderful project on the topic Sales and Distribution at Coca Cola and Hector Beverages, which enlightened our learnings to a great extent.

We would also like to thank Mr Mahesh Kumar (Manager, Coca-Cola), Mr Abhishek Chandra (Team Leader, Coca-Cola), Mr Bipin Jaiswal (Team Leader, General Trade, Coca-Cola), Mr Parminder Singh (Asst. SGA Manager, Coca-Cola), Mr. Shivam Singla (ASM, Hector Beverages) and Mr. Vikas (Distributor) who helped us a lot in completing this project within the limited time frame.

Contents

Introduction        

Soft Drinks Industry in India        

Trends responsible for changing Market Share        

Juice Industry in India        

Changes in Target Market Profile and Consumer Behavior        

Supply Side Drivers        

Demand Side Drivers        

Opportunities        

Coca-Cola Pvt Ltd Sales        

Sales Organization        

Territory Design        

Employee Value Proposition for Coca Cola        

Skills Required for Sales Staff and Supervisors        

Recruitment and Selection of Sales People        

Learning and Development        

Methods of Prospecting        

Daily Routine of Sales Person        

Hector Beverages        

Sales Organization – Hector Beverages        

Territory Design        

Skills required for Sales staff and Supervisors        

Recruitment and Selection of Sales People        

Compensation Structure        

Sales Person Routine and Evaluation        

Distribution of Coca Cola        

Tracing the Route Back        

Distribution Channel        

Rural and Urban Channels        

Policy Changes        

Customer Enrolment        

Conflicts and Possible Solutions        

Impact of Modern Retail on Distribution        

Impact of Internet on Distribution        

Distribution of Hector Beverages        

Route from Retailer to Manufacturer        

Policy change in last 5 years and its impact        

Trade Margins and Discounts        

Rural Channels        

CSD        

Conflict        

Impact of Modern Retail        

Impact of Internet        

Promotional Support        

References        

List of Figures

Figure 1: Food Industry Production        

Figure 3: Market Share of Juices - 2015        

Figure 4: Forecast Off-trade Sales of Juice by Category        

Figure 5: Consumer Expenditure on Food and Non Alcoholic Beverages        

Figure 7: Store-Based Retailing (Off-Trade)        

Figure 6: On-Trade Food and Beverage Industry Composition        

Figure 8: Different favours preferences over different types of Fruit Beverages        

Figure 9: Sales Organization Structure of Coca-Cola        

Figure 10: Zonal Territory Division        

Figure 11: Sales Distributions through Channels (Source: Euromonitor, 2015)        

Figure 12: Training Module        

Figure 13: Daily Routine of Sales Person        

Figure 14: Types of Reports        

Figure 15: Sales Organization of Hector Beverages        

Figure 16: Business Trade at Hector Beverages        

Figure 17: Routine of Salesman at Hector Beverages        

Figure 18: The Coca Cola System in India        

Figure 19: Locations of HCCBPL and FBOs        

Figure 20: Product Flow from Manufacturer to End User        

Figure 21: Distribution on basis of Customer        

Figure 22: Distribution hierarchy of Hector Beverages