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Distribution Gaps in Direct Routes


Anuroop Uppuluri

June, 2010

Distribution Gaps in Direct Routes


Anuroop Uppuluri

Under the guidance of

Shri Himanshu Shekhar Dr. Bikramjit Rishi
Capability Developmnet ManagerProfessor
HCCB IMT, Ghaziabad

June, 2010

Certificate of Approval

The following Summer Project Report titled "Distribution Gaps in Direct Routes" is hereby approved as a certified study in management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of Post-Graduate Diploma in Business Management for which it has been submitted. It is understood that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer Project Report only for the purpose it is submitted.

Summer Project Report Examination Committee for evaluation of Summer Project Report


1. Faculty ExaminerDr. Bikramjit Rishi___________________

2. PG Summer Project Co-coordinatorShri Himanshu Shekhar___________________

Certificate from Summer Project Guides

This is to certify that Mr. Anuroop Uppuluri, a student of the Post-Graduate Diploma in Business Management, has worked under our guidance and supervision. This Summer Project Report has the requisite standard and to the best of our knowledge no part of it has been reproduced from any other summer project, monograph, report or book.

Dr. Bikramjit RishiShri. Himanshu Shekhar
ProfessorCapability Development Manager
IMT, GhaziabadHCCBPL
New Delhi


I would like to thank Ms. Saumya Khati (Manager-HR) for giving me an opportunity to work as a summer intern in Hindustan Coca-Cola Beverages Private Limited. I am grateful to Mr. Himanshu Shekhar under whose guidance I have successfully completed this project. I would like to thank Mr. Inderjeet Bindra who has been a constant source of encouragement and without whose guidance this project would not have been completed. I would also like to extend my sincere thanks to Mr. Sandeep Rawat for all the support during the course of the project work.

I am extremely grateful to Dr. Bikramjit Rishi, whose guidance and valuable suggestions helped me move in the right direction through the course of my internship. I would also like to thank all the workers in the Dilshad Garden depot and my friends who have directly or indirectly helped me complete this project.


Distribution Gaps in Direct Routes

Anuroop Uppuluri

Distribution (Place) is one of the four elements of marketing mix, the other three being Product, Price and Promotion referred to as the 4Ps. The importance of a strong and reliable distribution network cannot be over emphasized in an FMCG company. In an FMCG company like Coca-Cola where there is rapid movement of products along the distribution channels (especially in summer when the demand is at peak), a proper distribution network would mean both increased sales and customer satisfaction. Market Developers (MDs) and Area Market Controllers (AMCs) are the frontline workers who form the strong base of the distribution network in Coca-Cola Company. Any shortcoming on their part will result in loss of sales for the company and also affects the RED scores of the outlets where order does not get delivered. This research was focused on identifying the distribution gaps in direct routes and taking steps to bridge the gaps in order to make the distribution network more efficient. This study is confined to the direct routes of Dilshad Garden depot in East Delhi. The methodology includes the following steps:

1) Collecting the invoice data from invoice history report, and data regarding orders received from the delivery sheets. 2) Matching the invoice data with the...
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