Case Study of Coca-Cola
Table of Contents
Executive Summary 4
FMCG Sector in India 5
Beverage industry in India 6
Right Execution Daily (RED) 8
Distribution 9
Distribution Routes 12
Distribution System 13
Competitors 13
Why RED Standards is used? 15
Problems in the territory 15
MD Problems 16
Action Plan to improve the scenario 17
Recommendations 17
Numeric Distribution 19
Conclusion 22
References 22
Executive Summary
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of my training was to Design and implement the plan to increase numeric distribution and the RED(Right Execution Daily) Standards of the given territory. I am fortunate enough to get this kind of direct and performance based project objective for my summer training. I worked hard with my heart and soul to improve the scenario in my territory. First I have listed out problems in our territory and keeping the problems in my mind I gave my recommendation which I discussed with my sales executive for implementation. As a matter of learning I have been able to learn lots of intricacies in sales and distribution of beverage major Coca-Cola. I have also given
Executive Summary 4
FMCG Sector in India 5
Beverage industry in India 6
Right Execution Daily (RED) 8
Distribution 9
Distribution Routes 12
Distribution System 13
Competitors 13
Why RED Standards is used? 15
Problems in the territory 15
MD Problems 16
Action Plan to improve the scenario 17
Recommendations 17
Numeric Distribution 19
Conclusion 22
References 22
Executive Summary
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of my training was to Design and implement the plan to increase numeric distribution and the RED(Right Execution Daily) Standards of the given territory. I am fortunate enough to get this kind of direct and performance based project objective for my summer training. I worked hard with my heart and soul to improve the scenario in my territory. First I have listed out problems in our territory and keeping the problems in my mind I gave my recommendation which I discussed with my sales executive for implementation. As a matter of learning I have been able to learn lots of intricacies in sales and distribution of beverage major Coca-Cola. I have also given