Distribution & Logistic Management
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Coca-Cola entered the Indian market in 1989 and has since established 50 bottling plants, with 25 owned by the company and 25 franchised. It offers nearly 400 beverage brands across more than 200 countries. Coca-Cola is ranked as the number one brand in the world by Interbrand with an estimated brand value of $70.45 billion. In India, Coca-Cola uses distributors such as Hindustan Pvt Ltd, Varun Beverages, and Jaipuria Group to deliver products from bottling plants to retailers. Distributors are evaluated based on sales quota attainment, inventory management, order sizes, market coverage, infrastructure, volumes generated, and complaints handling. Key challenges for distributors include
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Distribution & Logistic Management
- 1. Distribution & Logistic Management Submitted By:- Abhay Singh Submitted to:- Prof. Raghvendra Iyer 1
- 2. Company Overview Coca-cola entered India in 1989 50 bottling plant, company owned -25 and franchisee owned-25 Coca-Cola currently offers nearly 400 brands in over 200countries and serves 1.5 billion servings each day Interbrand’s Global Brand Scorecard for 2008 ranked Coca-Cola the NO.1 Brand in the World and estimated its brand value at $70.45 billion Market capital =158.19bn US $ REVENUES = 43.00BN US $ EMPLOYEES = 125000 International company which offered convenient snacks, foods and beverages 2
- 3. Sales Structure of Coca-cola 3
- 4. Distribution channel Hindustan Pvt Ltd Coca-cola Distributors Varun Beverages Retailers Jaipuria Group 4
- 5. Criteria for Selection of Channel Member 5
- 6. Function Performed By Distributors 6
- 8. Logistics 8
- 9. Performance Evaluation Of Distributors • Sales quota attainment • Inventory management • Average order size placed • Market coverage(calls made by distributor everyday) • Infrastructure • Volume generated • Third party audit • Complaints handling 9
- 10. Problem faced By Distributors • From company : discounts/incentives given at the end of the month • From retailer : bad debts/run away 10
- 11. Expenses by Distributors Rent Salesforce Transportation Others (police etc.) 11
- 12. 12