My Project On Distribution Channel

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ltd
ACKNOWLEDGEMENT
Gratitude takes three forms ‘a feeling from heart ,an expression in words and a giving return, I
take this opportunity to express my heartful feeling.
I would like to extend my profound gratitude to Mr.Purshottam for valuable guidance
I am deeply indebted to my internal guide Prof.Vidya I.Vastrad H.O.D of B.B.A department,

B.C.C.B for her valuable support and guidance.
I Thank Prof.S.H. Shettar our principal, Basaveshwar commerce college, Bagalkot, for
permitting me to do this project.
I would also like to thank other faculty members of B.B.A for their valuable support and all the
staff members of the organization who helped me throughout in-plant training.
Finally its my foremost duty to thank all people those who have been helped directly or
indirectly for successful completion of the project report.
BVVS Commerce College(BBA) Bagalkot Page 1

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DECLARATION
I undersigned hereby declare that this project report entitled “EFFECTIVENESS OF
DISTRIBUTION CHANNEL” in Laxminarayan Agencies ,Bagalkot, has been prepared by me
during the December and January 2107-18 under the valuable guidance of Prof.Vidya I. Vastrad
department of B.B.A, Basaveshwar Commerce College Bagalkot.
Further I declare that this project report is genuine and the result of my own efforts, it has been
submitted to RANI CHANNAMMA UNIVERSITY ,BELGAVI.
DATE:
Mr. Vishal S Somani
PLACE:

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EXECUTIVE SUMMARY
This project report is on the “THE STUDY TO ASSESS THE EFFECTIVENESS OF

DISTRIBUTION CHANNEL OF COCA COLA CO. AT BAGALKOT CITY”
This project for done for Coca-Cola Pvt. Ltd. With their distribution points at Bagalkot
Ultimate objective of the every organization is to satisfy the needs and wants of their customer in
which distribution channel plays a vital role.
The study will be done taking 20 as the Sample Size.. The sampling method used y is “Stratified
Random Sampling “. The source for conducting survey was taken from the distributors Red
Outlet List provided by the distributors in Bagalkot city.
This study helps the organization in the following way:

 To know performance of existing distribution channel
 To know if there are any flows in the channel
 To know their retailers satisfaction level with respect to the existing channel.

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CONTENTS
1. General information
2. Introduction to the problem
1. Statement of the problem

2. Objectives of the problem
3. Scope of the study
4. Limitation of the study
3. A Brief introduction of the organization
1. Type of an organization
2. Vision & Mission
3. Different departments and their functions
4. Board of Director list
5. Organizational chart
4. Theoretical perspectives
1. Problem or project topic
5. Methodology
1. Research design
2. Data collection methods
3. Sample plan
6. Data analysis and interpretation- Tables and Graphs

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7. Findings
8. Conclusion and recommendation
9.Annexure
10.Bibliography

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CHAPTER – 1
GENERAL INFORMATION

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Introduction to Soft Drink Industry
The main production of soft drink was stored in 1830’s & sincethen from those experimental
beginning there was an evolution until in1781, when the worlds first cola flavored beverage was
introduced.These drinks were called soft drinks, only to separate them fromhard alcoholic drinks. This
drinks do not contains alcohol & broadlyspecifying this beverages, includes a variety of
regulated carbonated softdrinks, diet & caffeine free drinks, bottled water juices, juice drinks,
sportdrinks & even ready to drink tea/coffee packs. So we can say that softdrinks mean carbonated
drinks.Today, soft drink is more favorite refreshment drink than tea,coffee, juice etc.It is said that
where there is a consumer, there is a producer & thisresult into completion. Bigger the player,
the harder it plays. In suchsituation broad identity is very strong. It takes long time to make
broadfamous.Coca – Cola has its beginning in 1981 & since then has been one of the three most
dominate players in this soft drink industry.
A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA
In India, beverages form an important part of the lives of people. It is an industry, in which the
players constantly innovate, in order to come up with better products to gain more consumers
and satisfy the existing consumers.

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BEVERAGES
NON-
ALCOHOLIC
ALCOHOLIC
NON-
CARBONATED
CARBONATED
The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:
 Alcoholic, non-alcoholic and sports beverages.

 Natural and Synthetic beverages.
 In-home consumption and out of home on premises consumption.
 Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.
 Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.

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CHAPTER 2
INTRODUCTION TO THE PROBLEM

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STATEMENT OF THE PROBLEM:

Ultimate objective of every organization is to satisfy the needs and wants of their customers
in which Distribution Channel plays a vital role.
Therefore to know how influential the Distrubution channel for reaching the final
consumer made me undertake this Project titled” A STUDY ON EFFECTIVENESS OF
DISRUBUTION CHANNEL OF COCA-COLA” AT LAXMINARYANA AGENCIES,
BAGALAKOT.
OBJECTIVES OF THE STUDY:
1. To know the performance of existing Distribution channel of COCA-COLA products.

2. To know their retailers satisfaction level with respect to existing channel.
3. To study the wants and demands of the consumers&retailers with reference to soft drinks.
4. To study the distribution strategies the COCA-COLA company has adopted.
5. To study the impact of shortage of stock faced by the retailers on their business.
2.3 Scope of the Study
The study was conducted at LAXMINARAYANA AGENCIES, BAGALKOT The Topic “A

STUDY ON EFFECTIVENESS OF DISTUBUTION CHANNEL OF COCA-COLA”.
The scope of the study is restricted to 40 Retailers of Bagalkot District. And Scope of study
was limited to an extent of 30 days.

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Limitation of the study :
 The study is restricted only to the retailers of Bagalkot city
 The coverage of objective of study is limited to the extent of the information given by the
organization
CHAPTER – 3
A BRIEF DESCRIPTION OF THE ORGANIZATION

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COCA – COLA Pvt. Ltd

Coca-Cola originated as a soda fountain beverage in 1886 selling for five
cents a glass. Early growth was impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand
it is today.1898
A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-
Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell,
using a common glass bottle called a Hutchinson.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him
but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler
focused on fountain sales.
1899 … The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a business around
bottling Coca-Cola. In a meeting wit

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h Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle
Coca-Cola across most of the United States -- for the sum of one dollar. A third Chattanooga
lawyer, John T. Lupton, soon joined their venture.
1900-1909 Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling rights to local
entrepreneurs. Their efforts were boosted by major progress in bottling technology, which
improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were
operating, most of them family-owned businesses. Some were open only during hot-weather
months when demand was high.
1910s Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A
group representing the Company and bottlers asked glass manufacturers to offer ideas for a
distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won
enthusiastic approval. The Contour Bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the
world - even in the dark!
1920s Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas
and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few years
later, open-top metal coolers became the forerunners of automated vending machines. By the end
of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
1920s and '30s International expansion
Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company
began a major push to establish bottling operations outside the U.S. Plants were opened in
France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War
II began, Coca-Cola was being bottled in 44 countries.

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1940s … Post-war growth

During the war, 64 bottling plants were set up around the world to supply the troops. This
followed an urgent request for bottling equipment and materials from General Eisenhower's base
in North Africa. Many of these war-time plants were later converted to civilian use, permanently
enlarging the bottling system and accelerating the growth of the Company's worldwide business.
1950s … Packaging innovations
For the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5
ounce Contour Bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were
also introduced, becoming generally available in 1960.
1960s … New brands introduced

Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and
Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®,
followed by POWERaDE® and Fruitopia® in the 1990s. Today scores of other brands are
offered to meet consumer preferences in local markets around the world
The Coca-Cola Quality System: a worldwide initiative involving every aspect of our business.
Everyone who works for or with Coca-Cola is empowered and expected to maintain the highest
standards of quality in products, processes and relationships. TCCQS mandates in-depth self-
assessment throughout our operations, by all our business units. This enables us to continually
raise our standards
The latest version of our system-Evolution 3, launched in 2004-has been externally benchmarked
against international quality standard ISO 9001. It also incorporates the Hazard Analysis Critical
Control Point system.

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Values
They are guided by shared values that they will live by as a company and as individuals.
 Leadership: "The courage to shape a better future"

 Passion: "Committed in heart and mind"
 Integrity: "Be real"
 Accountability: "If it is to be, it’s up to me"
 Collaboration: "Leverage collective genius"
 Innovation: "Seek, imagine, create, delight"
 Quality: "What we do, we do well"
Beliefs
“There is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola
Company is a vibrant network of people, in over 200 countries, putting citizenship into action.
Through our actions as local citizens, we strive every day to refresh the marketplace, enrich the
workplace, protect the environment and strengthen our communities”.
”We are a local employer, with responsibility to enable our people to tap into their full potential;
working at their innovative best and representing the diversity of the world we serve”.
Values and Commitments at The Coca-Cola Company

The reputation of The Coca-Cola Company is built on trust and respect. Our employees and
those who do business with us around the world know we are committed to earning their trust
with a set of values that represent the highest standards of quality, integrity, excellence,

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compliance with the law, and respect for the unique customs and cultures in communities where
we operate.
Our Company has always endeavored to conduct business responsibly and ethically. We respect
international human rights principles aimed at promoting and protecting human rights
Our acknowledgment of these international principles is consistent with our dedication to
enriching the workplace, preserving the environment, strengthening the communities where we
operate.
Supplier Guiding Principles

The Supplier Guiding Principles (SGP) are a vital pillar of The Coca-Cola Company's workplace
accountability programs. These programs are driven by the belief that good corporate citizenship
is essential to our long-term business success and must be reflected in our relationships and
actions in our workplaces and the workplaces of those who are authorized to directly supply our
business.
Recognizing that there are differences in laws, customs, and economic conditions that affect
business practices around the world, we believe that shared values must serve as the foundation
for relationships between The Coca-Cola Company and its suppliers. The Supplier Guiding
Principles communicate our values and expectations and emphasize the importance of
responsible workplace policies and practices that comply, at a minimum, with applicable
environmental laws and with local labor laws and regulations. The principles outlined below
reflect the values we uphold in our own policies.
Quality

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We ensure the quality and safety of our beverages through The Coca-Cola Quality System
(TCCQS), our integrated approach to managing quality, environment, health and safety. We
continuously review TCCQS to ensure it meets the most stringent and up-to-date global
requirements related to food safety, as well as quality management methods, industry best
practices and marketplace conditions.
In our ingredient evaluation laboratories, for example, we perform precise analyses of fruit juices
and other ingredients sent to us by our suppliers, to ensure and to improve product quality. Our
processes, too, undergo constant scrutiny, to safeguard the water we use in our products and the
packaging that carries them to our consumers. We inform and educate our business partners
about our standards so that they meet the highest quality requirements. Under TCCQS, quality is
our highest business objective and our enduring obligation.
Value Chain
Our Suppliers
Our suppliers include those business partners who supply our system with materials, including
ingredients, packaging and machinery as well as goods and services. At a minimum, all
authorized and direct suppliers must comply with all applicable laws and regulations, including
those concerning child labor, forced labor, abuse of labor, freedom of association and collective
bargaining, discrimination, wages and benefits, working hours and overtime, health and safety,
and environmental practices. All our new agreements with suppliers require compliance with our
Supplier Guiding Principles.
Our Customers
Our customers include large, international chains of retailers and restaurants, as well as small,
independent businesses. Some of our customers are major corporations as globally familiar as the
name Coca-Cola; others are the corner

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market or the local pushcart vendor.

Whether customers are large or small, we work with them to create mutual benefit. Helping them
to grow their businesses helps to grow ours, too. Together with our bottling partners, we serve
our customers through account management teams, providing services and support tailored to
their needs.
Customer Development and Training: We provide support to smaller customers to help make
their businesses more efficient and profitable. These centers provided training in general
management, marketing, finance, inventory management and customer service-at no cost-to
more than 21,000 independent retailers in 2005.
We also work with customers to broaden the range of beverages they offer, provide nutritional
information and ensure our beverages are marketed responsibly.
VISION
”To achieve sustainable growth; we have established a vision with clear goals.
 Profit: Maximizing return to shareowners while being mindful of our overall

responsibilities.
 People: Being a great place to work where people are inspired to be the best they can be.
 Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
peoples’ desires and needs.
 Partners: Nurturing a winning network of partners and building mutual loyalty.
 Planet: Being a responsible global citizen that makes a difference”.
MISSION:
“Everything we do is inspired by our enduring mission:

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 To Refresh the World... in body, mind, and spirit.

 To Inspire Moments of Optimism... through our brands and our actions.
 To Create Value and Make a Difference... everywhere we engage”.
DIFFERENT DEPARTMENTS & THEIR FUNCTIONS
Packaging - Why It Matters
Far from being a burden and waste, packaging adds value to products by extending the shelf-life
of goods, minimizing breakage, reducing transportation and handling costs, safeguarding public
health and providing product-use information and convenience to the consumer. The negative
perceptions of packaging simply as a troublesome byproduct are at direct odds with the
significant role it plays in society.
Recognizing the role of packaging in no way diminishes the need to further minimize its impact
on the environment. In fact, in an emerging era of scarcer natural resources, rising energy costs
and greater global environmental awareness, companies focused on long-term success are

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moving beyond simply limiting impacts and are working toward competitive packaging solutions
that maximize social and environmental value.
About Bottling
One of our great strengths is our ability to conduct business on a worldwide scale while
maintaining a local approach.
At the heart of this approach is our bottling system. Before any of our 2,400 beverage
products is consumed by anybody around the world, it has to be produced, packaged and
distributed. Since we reach 6 billion consumers in over 200 countries, our bottling system has to
be the best. Our business opportunities are enormous and our commitment to our consumers and
communities is great.
WORKING WITH THE BOTTLERS

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PLANET: We act as a responsible global citizen, focused on our environment efforts and
making a difference wherever we engage.
PEOPLE: We inspire to be a great workplace where people are inspired to be the best they can
be.
PROFIT: We maximize returns to our shareowners while being mindful of our overall
responsibilities.
PORTFOLIO: We bring the global market place beverage brands that anticipate and satisfy
people’s desires and needs.
PARTNERS: We actively nurture a winning network of beverages and bottling parterns
building mutual loyalty

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Our bottling partners are local companies so they are rooted in their communities, thinking and
acting locally. They are employers, purchasers of local goods and services, good neighbors, and,
of course, producers of the world's most popular beverages.
It's a big job, and sometimes it's done quite creatively. In Indonesia, for instance, boats transport
Coca-Cola® and our other brands between the many hundreds of islands that make up that
nation. In the Amazon, where the main road is often the river itself, water-borne distribution is
also common. In some of the higher elevations of the Andes, Coca-Cola is sometimes
transported by four-legged power. Across much of Africa, bottlers deliver to thousands of
family-run kiosks and home-based stores on which local economies depend.
Our System: How We Operate
Coca-Cola is often thought to be one brand made by one company. In reality, it is a vibrant
business system, in more than 200 countries around the world, made up of The Coca-Cola
Company and more than 300 Coca-Cola bottlers. Most of our bottlers are independently owned
and not controlled by our Company.
Together with our bottling partners, we operate the most extensive beverage distribution system
in the world. Known informally as the Coca-Cola system, this network of 848 plants,
approximately 200,000 vehicles and more than nine million coolers and vending machines helps
us to manufacture and distribute our products to customers and consumers around the world,
where our beverages are consumed at a rate of more than 1.3 billion servings each day.
The Coca-Cola System

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1. The Coca-Cola Company

Owns the global Coca-Cola brand and owns or licenses over 400 other brands.
Manufactures and sells beverage concentrate and syrup to bottling and canning
operations, distributors, fountain wholesalers and some fountain retailers.
Manufactures and sells some finished beverages, both carbonated and noncarbonated.
2. Our Bottling Partners
Combine our syrup with carbonated water or combine our concentrate with sweetener
and water and/or carbonated water (depending on the product) to produce a finished
beverage.
Place beverages in cans or bottles and then transport the finished beverages to
warehouses or to customer locations.
+5Our bottling partners operate the majority of Coca-Cola bottling and canning operations,
producing and distributing more than 80 percent of our worldwide volume. The Coca-Cola
Company also operates a limited number of bottling and canning facilities.
Bottling partners range from international and publicly traded businesses to small, family-owned
operations. Although we invest in the majority of bottling companies, we have a controlling
ownership interest in only a small number, meaning that the vast majority of bottlers operate
with separate governance and management structures, and in accordance with applicable laws
and customs. Our relationship with these partners is one of collaboration and support, based on
mutual self-interest, common goals and shared values. We make every effort to positively

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influence environmental activities and policies throughout our bottling system and to provide
information from both our Company-owned operations and our broader system.
Community
We live and work in more than 200 countries and have deep roots in communities around the
world. We are connected to the lives and livelihoods of those communities. And we are intensely
committed to the economic success and continued growth of these communities.
We contribute to economic success through our day-to-day business, by providing jobs in our
own operations as well as jobs in businesses we touch along the way. We call it the multiplier
effect, where we not only positively affect those directly employed by our business but also
create and expand businesses that do business with us.
In addition to economic impact, we invest in local economies through substantive and locally
relevant community programs. Wherever we operate, we work with local leaders, businesses and
governments to identify community needs and aspirations. The resulting partnerships and
programs are an important part of how we contribute to the well-being of the communities where
we operate.
Economic Impact
The Coca-Cola business is essentially a local one. With our bottling partners, we produce our
products in more than 800 plants around the world. In those plants and other facilities, we

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employ local people, pay taxes to governments, pay suppliers for goods, services and capital
equipment, and support community investment programs.
We support socioeconomic development in developing and emerging markets through economic
opportunities and wealth creation as well as technology and knowledge transfer; local
entrepreneurship; and other international investment.
Local Initiatives
The Company and our bottling partners contribute to a wide range of community causes in
countries around the world. In keeping with the local nature of our business and the differing
needs of individual communities, our approach is primarily a local one, with community
investment priorities determined on a market-by-market basis. We work with people in
communities and governmental organizations and NGOs to create and support projects most
relevant to communities.
Responding to Local Needs: We support a wide range of initiatives that respond to specific local
needs:
 Health: Tackling such health issues as polio, tuberculosis, hepatitis, malnutrition and
hygiene education
 HIV/AIDS: Educational campaigns, condom distribution, HIV/AIDS orphanages,
hospices
 Micro enterprise: Supporting self-help groups, establishing funds, providing training

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 Cultural heritage and the arts: Promoting the arts and artists, preserving heritage
COKE PRODUCTS IN INDIA:
1. Coca-cola
2. Thumps Up
3. Sprite
4. Fanta
5. Limca
6. Maaza
7. Kinley
8. Minute Maid
Out of which
1. Coca-cola, Maaza, Kinley, Sprite, Minute Maid are Coca-Cola products AND
2. Thumps up, Limca, Fanta are the products of Parle which are purchased by the
Coca-Cola Co.
PROFITABLE BRANDS ARE:
1. 300ml - Maaza, Coke, Sprite
2. 600 ml - all brands
3. 2 litre – All brands

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ORGANIZATIONAL CHART
AREA GENERAL MANAGER
GENERAL SALES MANAGER
SALES MANAGER
ASSOCIATE SALES MANAGER
AREA SALES MANAGER
SENIOR SALES EXECUTIVE
EXECUTIVE
SALES OFFICER
TRAINEE SALES OFFICER
RURAL SALES PROMOTER / MARKET DEVELOPERS

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Type of an organization : Manufacturing Industry.
Bord of directors
Names Position or status
Jean Claude Bega B.O.D chairman & audit & risk committee
chairman
Guillaume Hugnin Corporate governance committee , chairman
Bernard Theys C.E.O
Petric Rivalland Financial officer
Rama Narayya HR manager
Anthis Treebhobun Business system manager
Partice Sheik Bajeet Senior marketing manager

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CHAPTER-4
THEOREOTICAL PROSPECTIVES

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Channel of Distribution
Means used to transfer merchandise from the manufacturer to the end user. Intermediaries in the
channel are called middlemen. Those who actually take title to the merchandise and resell the
goods are merchant middlemen. Those who act as Broker but do not take title are agent
middlemen. Merchant middlemen include wholesalers and retailers. Agent middlemen include
Manufacturer's representatives, brokers, and sales agents.
Whether these exchange processes occur between manufacturers and their suppliers, retailers and
consumers, or in some other buyer-seller relationship, marketing channels offer an important
way to build competitive advantages in today's global marketplace.
Marketing channels always emerge from the demands of a marketplace. However, markets and
their needs are always changing. It's true, then, that marketing channels operate in a state of
continuous evolution and transformation. Channels of distribution must constantly adapt in
response to changes in the global marketplace.
This new selling orientation inspired the development of new intermediaries as manufacturers
sought new ways to expand market coverage to an increasingly mobile population. The selling
orientation required that more intimate access be established to a now more diversified
marketplace. In response, wholesale and retail intermediaries evolved to reach consumers living
in rural areas, newly emerging suburbs and densely populated urban centers.
Relationship marketing is driven by two principles having particular relevance to marketing
channel strategy:
 Long-term, ongoing relationships between channel members are cost-effective.

(Attracting new customers costs more than ten times more than retaining existing
customers.)
 The interactive dialogue between providers and users of goods and services is based on
mutual trust.

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The Role of Intermediaries:

This progression from a production to a relationship orientation allowed many new channel
intermediaries to emerge because they created new customer values. Intermediaries provide
many utilities to customers.
The role intermediaries play in building customer confidence is their most overlooked function.
Several types of risks are associated with exchanges in channels of distribution, including need
uncertainty, market uncertainty, and transaction uncertainty. Intermediaries create value by
reducing these risks.
SWOT ANALYSIS
Strengths:
1. Very strong brand image.

2. Already exesting market share.
3. Value of the company.
4. Distribution channels.
Weakness:
1. Numerous brand failures.

2. Negative publicity.
3. Undiversified activities.
4. High debt.
Opportunities:
1. Bottled water consumption is increasing.

2. Growing consumption and opportunities in BRIC.
3. Growth of the company through acquisitions

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Threats:
1. Health awareness
2. Water scarcity and cost
3. Hard competition from PepesiCo in BRIC

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CHAPTER - 5
METHODOLOGY

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Research Design
The research was divided into two parts they were:
1. Survey
2. Implementation
In the month of January survey was conducted and in the remaining period
implementation was carried out.
Survey:
For the survey purpose the entire bagalkot city was divided into 3 parts
1. Bus stand area
2. College area
3. Extension area
Survey was conducted through questionnaires.
Data collection method
1. Retailer Survey
2. Personal Interview

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Research Instruments
The data is analyzed with help of:
1. Bar graphs
2. Frequency tables
3. Percentage tables
SAMPLING
Sampling allows us to concentrate our attention upon relatively small number of people and
hence devote more energy to ensure that the information collected from them is accurate.
POPULATION:
People from the Bagalkot city.
SAMPLE FRAME:
Retailers at Bagalkot city.
SAMPLE UNIT:
Retailers who sell Cold-drinks
SAMPLING SIZE:
20 retailers only.
SAMPLE METHOD:
Stratified Sampling.

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CHAPTER-6
DATA ANALYSIS AND INTERPRETION

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TABLES AND GRAPHS
1) The table showing the nature of the outlet?

Nature of outlet
100
80
60
40
20
Percent
0
Coke Pepsi Sahred
Nature of outlet
The above chart shows that out of the surveyed outlets 76% outlets surveyed are shared outlets,
23% are coke monopoly outlets, 1% is Pepsi monopoly.

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2) Table showing the relationship with the distributor?
Relationship with the distribtor

120
100
80
60
40
20
Percent
0
Good Bad
Relationship with the distribtor
The above chart shows that 99% of the retailers surveyed had good opinion towards the
distributors; therefore the distributors have to maintain the same.
Only 1% of the retailers surveyed have bad opinion therefore the distributors have to control this
aspect because the word of mouth plays a very important role and they should try to make their
relationship 100%.

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Q3) Table showing how many times the distributor visits outlets per week
How many times the distributor visits outlets per week

50
40
30
20
10
Percent
0
Once Alternative Daily
How many times the distributor visits outlets per week
The above chart reveals the frequency of visit made by the distributor in the market. This chart
shows that to 47% of the outlets surveyed the visit was on alternative days, 46% of the outlets
surveyed the visit was on daily basis and 7% of the outlets surveyed the visits are made once a
week. This shows that the company is mostly following the Alternative and daily routes.

Coca-Cola pvt.ltd
Q4) Table showing how many times he is expected to visit

How many times he is expected to visit
70
60
50
40
30
20
Percent
10
0
Once Alternative Daily
How many times he is expected to visit
The above chart shows that there is a huge demand for Coke Products in Bagalkot city and
therefore 61% of the retailers are expecting daily visits from the distributors in order to meet the
demand from the consumers, therefore the company has to look to this aspect seriously.
36% expect an alternative days visits instead of daily visits, the outlets which are non potential
outlets expect the distributor to visit once a week

Coca-Cola pvt.ltd
Q 5) Table showing are coke's product delivered on time?

Are coke's product delivered on time
80
60
40
20
Percent
0
yes No
Are coke's product delivered on time
The above chart shows that delivery of the products is on time and 75% of the retailers have
agreed to this question and 25% have not agreed.
The company has to make efforts to supply the products to these 25% outlets.

Coca-Cola pvt.ltd
Areareyou
Q 6) Table showing satisfied
you satisfied witheach
with the supply thetimesupply
? each time
70
60
50
40
30
20
Percent
10
0
yes No
Are you satisfied with the supply each time
The chart shows that the company is effective during each supply with respect to the behaviour
and suggestions to the retailers.
Therefore 66% of the retailers surveyed are satisfied with the supply during each delivery and
34% are dissatisfied with the same .

Coca-Cola pvt.ltd
Q 7) Table showing sales per week
Sales per week

60
50
40
30
20
10
Percent
0
0-10 10-20 20 and above
Sales per week
The chart shows that the sales per week of 50% of the retailers is 0-10 cases and 45% is 10-20
cases so efforts should be made to increase the sales by proper supply and other promotional
activities.
Another method is to supply according to their wants and there should not be shortage of
products to these outlets.

Coca-Cola pvt.ltd
CHAPTER -7
FINDINGS

Coca-Cola pvt.ltd
FINDINGS:
1. Most of the outlets are shared.
2. The basic problem is that the supply from the plant to the depot and then to the
distributors takes a long time due to which the distributors are not in the position
the supply the required quantity to the retailers.
3. On an average the sales per week of the retailers is between 0-20 cases.
4. The sales people and the distributor have maintained good relationship with the
retailers.
5. On an average the expected visits are daily.

Coca-Cola pvt.ltd
RECOMMENDATIONS
1. The company must have a super stockiest in Belgaum city so that this can cater not only
the need of the Belgaum market but also the surroundings places.
2. The company has to convert Pepsi outlets into coke outlets by giving them promotions
like schemes, gifts, proper supply.
3. The company has to start its plant in Hospet as soon as possible so that there will be no
problem to the distributors as well as the retailers with respect to the stock.
4. The company has to put on their best efforts to convert the76% shared outlets into coke
monopoly outlets by giving promotional activities and also by on time delivery of stocks
which plays a very important role.
5. 36% of the retailers expect alternative days visits instead of daily visits, the outlets which
are non potential outlets expect the distributor to visit once a week therefore the company
6. has to supply accordingly.
7. To make the satisfaction level of the retailers to 100% the company has to supply
properly to the remaining 34% outlets surveyed.

Coca-Cola pvt.ltd
CHAPTER-8
CONCLUSION

Coca-Cola pvt.ltd
CONCLUSION
Distribution Channel plays a very important role especially with respect to the soft drink industry
because if the product is not available on time the consumes will switch on to other brands and
the company will loose its market share and hence an effective distribution channel is the need of
this industry.
The distribution channel of coca cola company is effective

Coca-Cola pvt.ltd
CHAPTER -9
ANNEXURE

Coca-Cola pvt.ltd
QUESTIONAIRE FOR RETAILERS
1. Name and Address
2. What is the nature of outlet

a) Coke b) Pepsi c) Shared
3. Relationship of the distributor/market developers/sales executives with you

a) Good b) Bad
4. How many times a distributor visits your outlet per week

a) Once b) alternative days c) daily
5. How many times would you expect distributor vehicle to visit you
a) Once b) alternative days c) daily
6. Are Coke’s Product Delivered In Time

A) Yes B) No
7. Are you satisfied with the supply of coke during each delivery
a) Yes b) No
8. Your sales per week (No. of cases)

a) 0-10 b) 10-20 c) 20 above
9. Any suggestions?

Coca-Cola pvt.ltd
CHAPTER-10
BIBLOGRAPHY

Coca-Cola pvt.ltd
All the information needed to complete this project is obtained from the following sources:
1. Company Website: www.coca-cola.com
2. Search Engines
3.Market Developers.
4.Distributors
5.Marketing Research Book by Tull and Hawkins

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Coca-Cola pvt.

I would like to extend my profound gratitude to Mr.Purshottam for valuable guidance

I am deeply indebted to my internal guide Prof.Vidya I.Vastrad H.O.D of B.B.A department,

BVVS Commerce College(BBA) Bagalkot Page 1

BVVS Commerce College(BBA) Bagalkot Page 2

This project report is on the “THE STUDY TO ASSESS THE EFFECTIVENESS OF

This study helps the organization in the following way:

BVVS Commerce College(BBA) Bagalkot Page 3

1. Statement of the problem

3. A Brief introduction of the organization

1. Problem or project topic

6. Data analysis and interpretation- Tables and Graphs

BVVS Commerce College(BBA) Bagalkot Page 5

BVVS Commerce College(BBA) Bagalkot Page 6

Introduction to Soft Drink Industry

A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA

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 Alcoholic, non-alcoholic and sports beverages.

BVVS Commerce College(BBA) Bagalkot Page 8

INTRODUCTION TO THE PROBLEM

BVVS Commerce College(BBA) Bagalkot Page 9

STATEMENT OF THE PROBLEM:

OBJECTIVES OF THE STUDY:

1. To know the performance of existing Distribution channel of COCA-COLA products.

2.3 Scope of the Study

The study was conducted at LAXMINARAYANA AGENCIES, BAGALKOT The Topic “A

BVVS Commerce College(BBA) Bagalkot Page 10

Limitation of the study :

 The study is restricted only to the retailers of Bagalkot city

BVVS Commerce College(BBA) Bagalkot Page 11

COCA – COLA Pvt. Ltd

BVVS Commerce College(BBA) Bagalkot Page 12

1900-1909 Rapid growth

BVVS Commerce College(BBA) Bagalkot Page 13

1940s … Post-war growth

1960s … New brands introduced

BVVS Commerce College(BBA) Bagalkot Page 14

 Leadership: "The courage to shape a better future"

Values and Commitments at The Coca-Cola Company

BVVS Commerce College(BBA) Bagalkot Page 15

Supplier Guiding Principles

BVVS Commerce College(BBA) Bagalkot Page 16

BVVS Commerce College(BBA) Bagalkot Page 17

market or the local pushcart vendor.

 Profit: Maximizing return to shareowners while being mindful of our overall

“Everything we do is inspired by our enduring mission:

BVVS Commerce College(BBA) Bagalkot Page 18

 To Refresh the World... in body, mind, and spirit.

DIFFERENT DEPARTMENTS & THEIR FUNCTIONS

Packaging - Why It Matters

significant role it plays in society.

BVVS Commerce College(BBA) Bagalkot Page 19

that maximize social and environmental value.

WORKING WITH THE BOTTLERS

BVVS Commerce College(BBA) Bagalkot Page 20

making a difference wherever we engage.

people’s desires and needs.

PARTNERS: We actively nurture a winning network of beverages and bottling parterns

building mutual loyalty

BVVS Commerce College(BBA) Bagalkot Page 21

of course, producers of the world's most popular beverages.

transported by four-legged power. Across much of Africa, bottlers deliver to thousands of

family-run kiosks and home-based stores on which local economies depend.