COCA COLA COMPANY CASE STUDY

SURABHI MANDHANI

INTRODUCTION:
The Coca-Cola Company is an American multinational refreshment association and maker,
retailer and advertiser of nonalcoholic drink concentrates and syrups, which is headquartered in
Atlanta, Georgia. The organization is best known for its best item Coca-Cola, imagined in 1886
by pharmacologist John Stith Pemberton in Columbus, Georgia. The Coca-Cola drink,
prevalently alluded to as 'Coke', is a sort of cola, a sweet carbonated beverage containing caramel
and other enhancing operators.
Their mission is to invigorate the world, to motivate the snippets of confidence and to make
esteem and have any kind of effect all over they captivate. They manage us with the imparted
values that live by as an organization and as a single person. They are: administration,
enthusiasm, dependability, responsibility, joint effort, development and quality.
COCA COLA INDIA:
The Brand Coca Cola has been New India's favored for most recent 20 years. A business pioneer
with strong hold of 51% over the Rs. 50 billion soda business in India. Coca Cola India cases of
development rate twofold that of the Indian GDP. The numbers as well as the ubiquity and
suitability of the item cuts over numerous types of financial characterization in India. The for
every capita utilization of Cold beverages in India is 7-8 jugs and chilly drink sections all things
considered have an offer of in excess of 70% in the Indian refreshment Industry. Coca Cola India
fabricates concentrate and refreshment blends under the entirely possessed subsidiary of the
Coca-Cola Company to be specific Coca-Cola India Pvt Ltd, which re-entered Indian advertises
in 1993. The organization possesses a packaging unit recognized as Hindustan Coca-Cola
Beverages Pvt Ltd, which meets expectations in relationship with 13 confirmed packaging
accomplices.
THE MARKETING PROCESS:
The Coca-Cola Company at the commencement sells medicine, when they analyze the need of
the customer towards soft drink, in that Period when they recognize that soft drink is also the
want and demand of people, and then they decided to come into soft drink business. The demand
is unparalleled, and we see it every day in our sales numbers. But it's not especially surprising, as

consumers become aware of the role of calories disbursed and calories burned in the corpulence
equality.
Now days major Customers Needs are: First of all the preponderance dont care that what they
are going to have. In other words, they dont care before drinking that whether it is Pepsi or
coke. They dont actually differentiate between these two brands in order to their tastes.
Consumers basically drink what they get. Consumers availability in brands is essentially works
like: Push availability & Pull consumers demand.
For this purpose Coca-Cola have provided their coolers and freezers in the market. They have
maximum number of coolers and freezers in the market. They provide this substructure free of
cost just to provide chilled coke to their customer, which they want to be purchase. Their
salesman and mechanics often visit all the shops where coke has its groundwork to check that
either it is in proper circumstance or not, if not then they immediately change or repair it.
SALES FORCE MANAGEMENT OF COCA COLA:
Two decades old Brand Coca Cola India publicizing journey has been full of modernization and
creativity. Coca Cola India made a stable effort on its part to bring into line its product with the
Indian Culture and tradition. The earliest of the advertisement operations shows the brand
positioning itself as a tranquil drink, fighting off the hot weather and humidity of Indian
weathers. Since rival Pepsi had already recognized a strong brand image based on first mover
advantage, Coca Cola adopted the two fold strategy of Jingles and Celebrity commendations.
Sales force has been vital to the journey, permitting Coca Cola and its 12,500 employees to work
faster and smoother. Kemal Cetin, an IT Vice President at Coca Cola, says, We have reduced
the time it takes to on-board a new customer by around 60 percent and shrunk the supervision
slide for service engineers by almost 50 percent.
Coca Cola uses Sales force across several characteristics and several business functions. From
the call center mediator to the service engineer and the sales representative, Sales force connects
people and evidence to deliver a better consumer skill. The company boarded on a journey that
would change not only its sales operation but every area of the business. There are many
strategies that have been applied by Coca Cola Company in the sales force management:

Making the greater part of portable: Coca Cola has huge drives for what's to come. It
needs to raise its working pay somewhere around six and eight percent in the long haul.
With the upkeep of another portable application created on Service Cloud and the Sales
power Platform; Coca Cola has possessed the capacity to stimulate another income
stream. The application makes it less demanding and speedier for administration
designers to recover their work motivation and log movement modernizes progressively,
which implies they can counter to more client demands in the same time period. This is a
critical capacity Coca Cola extends its handle administration proposing to a more
extensive client base. The organization likewise progressive an application that
rearranges the record creation and supplies altering methodology for new client

Opening up the data stream: A vigorous stage that quickens the advancement and
arrangement cycle is a key to help Coca Cola attain its vision for a multi-contact, client
centered strategy. With Sales energy, they have possessed the capacity to create
extremely multifaceted results in not very many months and send them through a few
attributes in under a year.

Clients, for coca cola mean the end shoppers and merchants and little store managers. Coca-Cola
is turning to SAP for the important engineering. While the yearnings of the site requested a
business-to-business approach, the point that it would in the end achieve 3 million end clients, a
number of who are little store merchants, needed a basic business-to-purchaser interface.
It also includes the process of recruitment & selection, training and performance ratings.
1. Recruitment: Coca-Cola recruitment process is well established, they give ads in
newspaper, companys website, institutions etc. Coca-Cola recruits MTs from premier B
schools. They mostly offer PPOs to the Summer Interns. The company does the
recruitment process when there is a position empty and the recruitment is always done on
permanent basis in Coca Cola Company. Recruitment is done when the manger needs the
employee under him and he sends the request to the general manager and after the
approval of the general manager the request is sent to the Human Resource Department.

2. Selection: It involves Group Exercise, Interview, Presentations, Psychometric tests and

Situational Exercises.
3. Training: Coca-Cola India accomplices with Indian School of Business (ISB) to dispatch
the Coca-Cola ISB Retail Academy. The "Parivartan" program Training residential
community retailers. Coke's new technique includes preparing retailers (around 6,000 of
them) in a system propelled by the Coca-Cola University.
4. Performance ratings: It includes

Exceptional performance (EP): The contributions significantly exceed the

stated objectives in terms of quality, quantity and timeliness.

Successful performance (SP): The contributions meet and sometimes exceed

the objectives, which are based on challenging goals.

Developing performance (DP): The contributions meet some / most but not all
of the objectives and performance improvement is necessary.

No Performance (NP): The contributions frequently do not meet the stated

objectives.

DISTRIBUTION STRATEGY OF COCA COLA:

Distribution provides a number of opportunities for the marketer. One key element of the
Distribution aspect is the respective distribution channels that Coca Cola has selected to transport
and sells its product. Selecting the most appropriate distribution channel is important, as the
choice will determine sales levels and costs. The choice for a distribution channel for any
business depends on numerous factors, these include:
How far away the customers are;
The type of product being transported;
The lead times required; and;
The costs associated with transport;
There are four types of distribution strategies that Coca Cola could have chosen from, these are:
intensive, selective, exclusive and direct distribution. It is apparent from the fame of the Coca

Colas product on the market that the business in the past used the method of intensive
distribution as the product is available at every possible outlet. From supermarkets to service
stations to your local corner shop, anywhere you go you will find the Coca Cola products.
The Coca-Cola Company sells its products to bottling and canning processes, distributers, origin
wholesalers and some origin retailers. These then distributes them to retail outlets, milk bar and
corner stores, restaurants, petrol stations and newsagents.
Thus we can cite different point of sales where Coca cola is generally available throughout the
Coca-Cola Company:

Wholesalers/ distributors

Retail/corner stores/supermarkets/Groceries

Restaurants/cafs/night clubs

Petrol stations

Automated teller machines (AMTs)

Cokes distribution system is one of the most important and is very extraordinary compared to all
other drinks in the classification. It has such an effect on consumers and is so successful that
even wholesalers and distributors need the product for their business attainment. Cokes
position on consumers mind makes it essential to retailers, wholesalers and away-from-home
market. They have achieved their goal because of the high visibility, and to the availability of the
products all over the world, even in remote places.
Coca-Cola India underestimated its capital needs by meeting new manufacturing capacity needs
through external co-packers, outsourcing its distribution and meeting its in-market-refrigeration
and cooling needs by giving incentives to retailers to self-fund the same through its Own Your
Fridge Scheme.
CONTROLLING SALES EFFORT OF COCA COLA:
The association measures whether they have succeeded the set destinations and focuses of the
arrangements which they have set in the later past. Salesperson's reporting System consolidates

that the Sales individual required appearing for the business segment originator zone reliably
about his/her activities. They were given the record of the for consistently arrangements and they
can get any kind of support by the extent market originator at whatever point on any matter.
Likewise is the Sales Person Evaluating System in which appraisal of every single one of sales
representative is completed on periodical reason. Estimation helps in the movement of the people
to bigger sums in the affiliation. The estimation is an unfathomable effect for the agent in light of
the way that as a result of this he/she strives to get movement or at any rate the budgetary prize.
Monetary prizes are not simply given to the best business person; they are moreover given to the
best market specialist and the best arrangements manager of the year.
Execution propel strategy is kept as base to study the organization of the laborer. The measure of
execution is completed on the reason of fulfillment of ends which were arranged and
interconnected at the start of the prior year each arrangements manager, every one quarter to
market creator and month to month to ever businessman. This execution make plan surveys the
arrangements made by the salespersons on the reason of call slips, course calls, call
accomplishment, feasible and component call, interest of the salespersons, advancement in
arrangements done by the sales representative, market change and the constancy of the deals
delegate.
The methods used for forecasting by Coca Cola Company are:

Combination of top down and bottom up approach

Forecasts based on factors such as: historical data, economic parameters, seasonal
variation , festivals & ceremonies, etc. and weekly reviews to adjust monthly forecasts

Forecasts are region-wise, they are further broken down into cities, towns and villages by
sales managers.

ORGANISING THE SALES FORCE OF COCA COLA:

In the Sales and Marketing office they verifies that the item is effectively accessible in the
business for the clients to purchase and arrangements with the issues of promotion, advancement,
and dispersion of the item. The individuals are the substance of Coca Cola brand. They are
blessed and fervent, and they take colossal pride in being a piece of this Company with a global
scale. The Coca-Cola framework in India specifically utilizes in excess of 25,000 individuals

including those on contract. The framework has made backhanded business for more than 1,
50,000 individuals in related preparations through its immeasurable achieving, supply and
dispersion framework. We strive to guarantee that our work surroundings is sheltered and
comprehensive and that there are copious open doors for our kin in India and over the world.
CONCLUSION:
Coca-Cola is the main buyer brand name on the planet. The acknowledgement of the item
implies that the majority of the populaces globally is known to the item. Therefore, Coca-Cola is
currently in a position where it doesn't need to exhaust as vigorously on creating a brand picture
since it is an exceptionally perceived item. Coca Cola has different methodologies of bundling,
for example, can, plastic jugs, glass containers and so on. This implies that Coke has enough
assortment inside is item bundling reach to meet the different requests of its customers. Because
of the high stimulant level and the unique taste and brand picture, the client steadfastness for
Coke is high. Coke is declared as the most predominant item inside the Cola business.

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