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ON
“DRY OUTLETS OF COCA-COLA IN PATNA”
AT
HINDUSTAN COCA-COLA BEVERAGES PVT LTD.
SUBMITTED TO
SINHGAD INSTITUTE OF MANAGEMENT
IN PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE
AWARD OF
PGDM
SUBMITTED BY
SHIVRAJ
UNDER THE GUIDENCE OF
PROF. R.R KENDR
Assets) on sell.
3)To make a platform for market developer to work on difficult dry outlet.'
OBSERVATION
•
To collect order each and every outlet.
•
To cheque Vz-cooler with 100% purity.
•
To see a soft drink in Brand Order.
•
To see every outlet is this soft drink present in display rack.
•
To see every outletVz- cooler will present in prime location.
•
To visit every outlet in regular basis.
•
To go every outlet and listen any problems in Vz- cooler and soft drink to be
noted in complaine diary.
•
To see each and every outlet worked in better condition.
•
To see as a Market developer (M.D) every outlet full fill in terms and
conditions with Vz-Cooler.
•
To see as a Market developer (M.D.) ifany outlet will not selling yourproduct than
you asked why you are not selling in my product. Then you give advice to outlate.
LIMITATIONS
Although all efforts have been taken to make the results of survey as accurate as
possible but the survey suffers from the following limitations:
•
The time period of study was only for two month so it was not possible to
cover all the areas and go into the depth of the problem and make analysis.
•
The area of survey was Patna district and it was concentrated on urban area
only.
•
The psychological condition varies from place to place because in many
places outlet owner was not supportive.
•
The training was carried on in the peak season so market developer was not so
supportive.
•
Some respondents left some of the questions unanswered either due to
inability to put a strain on mind or they did not know the answer
DISTRIBUTION NETWORK
HCCBPL has a wide and well managed network of salesmen appointed for taking
customers isfulfilled at the right place and the right time when it is needed by
them.
A typical distribution chain at HCCBPL would be:
Production--- Plant Warehouse--- Depot Warehouse--- Distribution
Warehouse
--- Retail Stock --- Retail Shelf ---C ons umer
The customers of the Company are divided into different categories and
system contributesto the efficiency of the salesmen. It also leads to low costs,
higher sales and higherefficiency thereby leading to higher profits to the firm.
DISTRIBUTION ROUTES
The various routes formulated by HCCBPL for distribution of products are as
follows:
•
Key Accounts: The customers in this category collectively contribute a large
futureconsumption. The stock does not exhaust within a day or two, instead as
stocks on a daily basis. The stocks of products in these outlets are not storedfor
future use instead, are exhausted on the same day and might run a little intothe next
•
Indirect distribution: In indirect distribution, an organization which is not
part of the Coca-Cola system has control on one or more of the distribution
elements (Sales, delivery, merchandising and local account management)
•
Merchandising: Merchandising means communication with the consumer at
the point of purchase to convey product benefit, value and Quality.Salespeople and
compliance with the credit policy followed by the firm, records collectionsfrom
CONCLUSIONS
•
Coca-Cola is the leading soft drink brand in Patina region & most selling brand in
the region is Thumps Up, Sprite and Maaza.
•
According to most of the outlet owners the product which is seen is sold i.e. "Jo
Dikhta Hai Woh Bikta Hai".
•
Prime position of Visi-cooler outside the outlet plays an important role in the
selection of the soft drink by customer.
•
Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand
plays a major role in increasing sell of the soft drink.
•
Supply of product as well as stock keeping unit is not up to the mar