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Transcript of Umair Internship
` Internship Report Coca-Cola
Internship Report
Name of the organization
Coca Cola Beverages Pakistan Ltd (CCPBL)
Name: Umair Tariq
Session: Jan 2008 – Dec 2009
Date 30-07-2009
National University of Modern Languages
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Dedication
“I dedicate this Internship Report to my Parents, Teachers
and to each person who coordinated with me”. Because;
What ever I am it’s because of my parents.
My teachers made me eligible enough to face
different challenges and win those challenges.
Last but not least coordinated persons, who support
me a lot and contribute their full efforts to make this
project possible.
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Acknowledgement
First of all I am thankful to Almighty Allah, the Beneficent, the Merciful, for
giving me so much strength and strength to work on this project and
complete it successfully. I would like to express my gratefulness to all my
teachers especially for giving me kind guidance and providing me a chance
to work on this project right through from the start of my courses. I am also
thankful to all Coca-Cola Sales and Marketing and training staff for their
valuable suggestions, gentle supervision and encouragement throughout my
internship.
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Executive summary
Coca Cola Company is the top ranked beverage producing company of the
world. Coca-Cola was invented in 1886 by Dr John H. Pemberton. In 1945
Coca-Cola was established as a global brand. Coca-Cola is the world’s most
diverse company, doing business in close to 200 countries. Coca Cola was
introduced in Pakistan in 1953. At present, CCBPL owns 6 bottling plants
and 11 Sales Centres in major cities of Pakistan. The Gujranwala plant is the
biggest production plant of Pakistan.
There are four sub departments of Marketing at Gujranwala Plant. These are
Trade Marketing, Cold Drink Asset, Right Execution Daily (RED), and
Customer Response department.
The whole sales area of Gujranwala Plant is divided into three (3) broad
regions these are Gujranwala, Sialkot and Gujrat.
This report briefly discusses the functioning of Sales and Marketing
Department. Report also including suggestions and points out the areas in
which improvements can be required.
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Table of contents
S. No DescriptionPage No
Table of Abbreviations 1 Section # 1 a. Introduction of My Internship 1 b. Area of Interest 1 c. Duration 2 d. Purpose 2
e. Introduction of Organization 3f. Globally & Location Specific 7g. Organization Chart 21
h. Department Briefing 222 Section # 2 a. Introduction of Department 23 b. Functions of Department 34 c. Sub Departments d. Role of Different Designations 583 Section # 3 a. My Role as a Internee 61 b. List of Projects 62 c. My duties
d. Key Learning 654 Section # 4 a. SWOT Analysis 69 b. Key Finding c. Conclusion 71 d. Recommendations 725 Section # 5 a. Appendix b. References 73
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Table of AbbreviationsKO Coca Cola
FMCG Fast Moving Consumer Goods
CSD Carbonated Soft Drink
SB Sparking Beverages
NRGB Non Returnable Glass Bottle
PET Poly Ethylene Terephthalate
SKU Stock Keeping Unit
KBI Key Business Indicator
VPO Volume Per Unit
RED Right Execution Daily
ISCIMS Indirect Sale of Cooler Impact Monitoring System
BASIS Beverages Advance Sales Information System
SAP System Application & Products
ERP Enterprise Resource Planning
DME Direct Market Expense
YTD Year To Date
MTD Month to Date
PC PEPSI
JD Job Description
AD Annual Description
PMP Performance Management Plan
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SOP Standard Operating Procedure
OJT On Job Training
RS Route Settlement
HoReCa Hotel, Restaurant, Café
MIS Management Information System
BIB Beverage in Bag
ADS Average Daily Sale
NCSD Non Carbonated Soft Drink
STACK Pile of Products organized on the store’s floor
RED Right Exposed Daily
POM Post Mix
POC Point of Contact
POP Point of Purchase
SOVI Share of Visible Inventory
TCCEC The Coca Cola Export Company
IC Immediate Consumption
FC Future Consumption
MDO Marketing Development Officer
SMO Sales Merchandizing Officer
CBU Central Business Unit
PDP Personale Development Plan
TCCQS The Coca Cola Quality System
IR Industrial Relation
QA Quality Assurance
ACR Annual Confidential Report
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Introduction of My Internship
My internship program consists on the practical training and
experiences which are the necessary part of my course MBA. I spent six
weeks in the Coca-Cola Company. In this time, I got the fantastic time to
learn in the practical scenario and I found that my theoretical knowledge is
how much match with this organization.
Area of Interest
I have interested in the area of “Sales and Marketing” because I have
specialized in Marketing. So I have a love for the field of Marketing. I have
chosen this field because of the global economy goes down right now. So in
this way, I think marketing people can play a vital role in the development of
products and produce innovative ideas to boost up the sale of the company.
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Duration
Starting and Ending dates of My Internship
Starting Date 25-06-09
Ending date 05-08-09
Departments in which I got the training
Orientation & Visits (1 week)
Marketing department (1 week)
Sales department (4 week)
Purpose
The purpose of my internship is to learn the practical knowledge and
gain the market information. My major purpose was that I joined that
organization that provides me a challenging environment and learning
facilities. Which Coca-Cola has done. I have learnt the practical knowledge
during this period. So in this way I have gained my purpose successfully.
In this organization, I found all the employees, very much cooperative and
friendly. So every thing is all right here.
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Introduction of Organization
CCBPL Gujranwala
In Gujranwala, the franchise unit was established in 1998, with the wish or
struggle to make it easy to distribute Coke in different areas and to make it No. 1 in the
market, and with the hope that it will play a great role in increasing the production and to
make it popular in all over the country.
Area Covered by CCBPL Gujranwala
Gujranwala Beverages covers the areas of:
Gujranwala City
Sialkot District
Sialkot Surroundings
Jhelum
Daska
Wazirabad
Hafizabad
Gujrat
Narowal
Asad Kashmir
It covers certain other urban and rural areas in Punjab
Vision Statement
“To create value for our share holders”
Mission statement
“To have a strong, dominant & profitable business in Pakistan”
Company Objectives
Gujranwala Beverages wants to achieve the following goals:
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To maintain the quality of product. Product should be supplied in the market in
such a way that it must fulfill the consumer desires.
To fulfill their sales projections.
To maintain their repute
To maintain their relations with distributors whose network is spread all over the
area
To make Coca-Cola products No. 1 in Pakistan.
To Build preference & market leadership for our brands
To achieve quality excellence and serve our customers with quality products.
To Maximizing profits
To Developing People
To Optimum utilization of assets
CCBPL Gujranwala values
We value and respect our people
We communicate openly
We have integrity
We are committed to winning
Beliefs
There is much in our world to celebrate, refresh, strengthen and protect. The
Coca-Cola Company is a vibrant network of people, in nearly 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.
We are an investor in local economies and a driver of marketplace innovation,
with a responsibility to act as a good steward of our natural environment.
Quality & Environment Policy
Coca-Cola trademark reflects company’s position of leadership and quality. We at
CCBPL Gujranwala are striving to strengthen this image, by implementation of Quality
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& Environmental management systems. Our primary aim is to ensure complete
satisfaction of customers and consumers by serving them the highest quality beverages.
We are committed to comply with regulatory and company requirements
regarding food safety, product quality and package quality to ensure the safe manufacture
of beverages.
We believe in “The World’s Responsible Citizenship”, and to adopt this concept
we comply with regulatory and company requirements concerning to the environment.
We commit ourselves not to pollute, but to Protect and preserve the local and global
environment by incorporating sound environmental practices in our daily business
operation even in the absence of specific regulatory requirements. We minimize negative
impact on environment by employing new technologies to reduce the usage of materials,
water and energy.
We are committed to continually improve our performance and effectiveness by
regular system audits, implementing corrective and preventive action plans and regular
management reviews. We have a documented mechanism in place to set and review key
objectives and metrics.
Safety policy
We, at CCBPL Gujranwala, are committed to ensure the maximum level of safety
and prevention of loss for our employees, assets and visitors. We believe in the
involvement of each and every one of us in this effort and realize the importance of every
individual’s contribution to safety. We strive for continuous improvement in our safety
standards and to consistently meet or exceed them. We, therefore, will make certain that
the necessary financial and personnel resources are made available in order to
continuously improve our safety standards. With this belief we vow to
Set our safety standards at a level that ensures compliance with governmental and
company requirements
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Protect our employees and ensure public safety extending throughout our
organization
Integrate sound safety practices into our daily business operation even in the
absence of specific regulatory requirements
Use the results of research and new technology to minimizing the safety risks of
our operations, equipment, products and packages taking into account the
associated costs or profit for each safety benefit
Ensure each and every one to use in responsible and accountable for our actions
Establish mechanisms to communicate effectively with employees, consumers
and government on our safety performance.
Changes in Gujranwala Plant
After the purchase of plants in Pakistan coca-cola beverages fire almost all of the
employees working in the old setups. And they rehired some of these and other personnel
on the basis of their competencies they have from other organizations of beverages field
and experienced people from other multinational organizations.
Coca-Cola Beverages Pakistan Limited made number of changes in the
Gujranwala Plant and in other plants. Some of these changes are structural in nature and
some are related to operations of the system.
Now instead of Managing Director of organization, Business Operations Manager
(BOM) is the head of organization. And Malik Muhammad Ameer was appointed as the
BOM in Gujranwala. Now the designation of BOM is replaced by PGM.
They made number of changes in Production system, marketing system etc. for the
improvement in quality. They purchased new fool proof bottles washing system in which
almost every bottle remains in the process for one and a half hour. That step increased the
quality of the product and shows the concern of the company for the society and
consumers in Pakistan.
In 2008 Malik Muhammad Ameer promoted as a Director in the Head office Lahore
plant. In the Gujranwala plant Mr. Usman Butt is appointed as a PGM.
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Globally & Location Specific
Introduction of the Soft Drinks beverages sector
A beverage is a drink does not contain alcohol generally it is also implied that the
drink does not contain milk or other dairy products and that it is consumed while cold.
Carbonated soft drinks are commonly known as soda, soda pop, pop, coke, cola or tonic
in various parts all over the world. They give Thirst quenching properties. They have
Value as social drinks. These drinks Enhance pleasure of drinking. Give Nutritional value
to the consumer.
History Of beverages sector
1798 The term "soda water" first coined.
1810 First U.S. patent issued for the manufacture of imitation mineral waters.
1819 The "soda fountain" patented by Samuel Fahnestock.
1835 The first bottled soda water in the U.S.
1850 A manual hand & foot operated filling & corking device, first used for
bottling soda water.
1874 The first ice-cream soda sold.
1881 The first cola-flavored beverage introduced.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
1898 "Pepsi-Cola" is invented by Caleb Bradham..
Non-alcoholic Beverage categories (soft drinks)
Non-carbonated
Tea, coffee
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Fruit and vegetable juices
Mineral water
Milk and milk beverages
Functional and nutritional beverages
Carbonated
Flavored fizzy drinks (high carbonation)
Sports or isotonic beverages (low carbonation)
Beverages sector in Pakistan
The beverage industry in Pakistan has grown over the time. The industry produces
aerated waters, juices, syrups, and squashes. With about 170 units currently in operation
throughout the country, both upstream and downstream industries have grown and are
flourishing. The focus on this industry profile is restricted to aerated water only.
Overview of the Coca Cola
History
1886
On May 8, 1886, Atlanta druggist Dr. John Styth Pemberton (former Confederate
officer) invented "Coca-Cola" syrup using melted sugar, water and other ingredients. It
was mixed in a 30-gal. Brass kettle hung over a backyard fire. It was marketed as a "brain
and nerve tonic" in drugstores.
He first "distributes” Coca-Cola by carrying it in a jug down the street to Jacobs’
Pharmacy. For five cents, consumers can enjoy a glass of Coca-Cola at the soda fountain.
This year, sales of Coca-Cola average nine drinks per day.
Frank M. Robinson, Pemberton's bookkeeper, was the person who suggested the name
"Coca-Cola", which was chosen because both words actually named two ingredients
found in the syrup. They were the coca leaf and the Kola nut. Robinson spelled Kola
with a “C” to make it look better in advertising.
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Coca-Cola was first sold for 5¢ a glass at a soda fountain in Jacob's Pharmacy in
Atlanta by Willis Venable.The first year's gross sales were $50 and advertising costs were
$73.96.
The original formula included extracts of the African kola nut and coca leaves,
both strong stimulants. "Coca-Cola" was one of thousands of exotic patent medicines
sold in the 1800’s that actually contained traces of cocaine.
1888
In 1888, Asa Griggs Candler bought the company from Dr. Pemberton. Later that
same year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of some $50
million. Baseball hall of famer Cobb, a Georgia native, was another early investor in the
company.
1891
Atlanta entrepreneur Asa Griggs Candler acquires complete ownership of the
Coca-Cola business for $2,300. Within four years, his merchandising flair helps expand
consumption of Coca-Cola to every part of the nation. In this year Coca-Cola produced
its first calendar.
1893
The trademark "Coca-Cola” name and script are registered with the U.S. Patent
and Trademark Office. Dr. Pemberton's partner and bookkeeper, Frank M. Robinson
suggested the name and penned "Coca-Cola" in the unique flowing script that is famous
worldwide today. Mr. Robinson thought, "the two C’s would look well in advertising."
1894
Coca-Cola began as a fountain product, but candy merchant Joseph A.
Biedenharn of Mississippi was looking for a way to serve this refreshing beverage at
picnics. He begins offering bottled Coca-Cola, using syrup shipped from Atlanta, during
this especially busy summer. Joseph A. Biedenharn, owner of the Biedenharn Candy
Company in Vicksburg, Mississippi, first bottled "Coca-Cola."
1895
"Coca-Cola is now drunk in every state and territory in the U.S." - Asia Candler.
1898
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The Company outgrows its facilities and a new building is erected at Edgewood
Avenue and College Street—later to be called "Coca-Cola Place." This year, the
Company enters the markets of Canada and Mexico.
1899
Large-scale bottling becomes possible when Asa Candler grants exclusive rights
to Joseph B. Whitehead and Benjamin F. Thomas of Chattanooga, Tennessee, for one
dollar. The contract marks the beginning of The Coca-Cola Company’s unique
independent bottling system that remains the foundation of Company soft-drink
operations. Within 20 years, the regional bottling system will grow to include 1,000
bottlers, with operations in Cuba, Puerto Rico, Panama, the Philippines and Guam.
1903
By 1903, the use of cocaine was controversial and "Coca-Cola" decided to use
only "spent coca leaves." It also stopped advertising "Coca-Cola" as a cure for headaches
and other ills.
1906
Cuba and Panama become the first two countries outside the U.S. to bottle Coca-
Cola.
1915
Around this time, bottles used by companies in the soft-drink industry are very
similar. And Coca-Cola has many imitators, which consumers are unable to identify until
they take a sip. The answer is to create a distinct bottle for Coca-Cola, one that anyone
would recognize, even if it were felt in the dark. As a result, the Root Glass Company of
Terre Haute develops the genuine Coca-Cola bottle with the contour shape now known
around the world. It replaces the straight-sided bottle, giving Coca-Cola a distinct
packaging advantage over the imitations.
1919
The Coca-Cola Company is sold for $25 million to Atlanta banker Ernest
Woodruff and a group of investors. Woodruff was appointed president of "Coca-Cola" on
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April 28, 1923 and stayed on the job until 1955.The same year, the Company's stock is
first sold to the public at $40 a share. One of these original shares was worth about $6.7
million at the end of 1998 (assuming all dividends were Reinvested).
1920
The Coca-Cola Company establishes a manufacturing operation in France. U.S.
Supreme Court Justice Oliver Wendell Holmes rules that Coca-Cola is a single thing
coming from a single source and well known to the community.
1923
Robert W. Woodruff, son of Ernest Woodruff, becomes president of The Coca-
Cola Company. His insistence on quality and more than six decades of leadership take
the business to unrivaled heights of commercial success, making Coca-Cola an institution
the world over. In March 1923, "Coca-Cola" was sold in a 6-bottle carton for the first
time in New Orleans, Louisiana. Today; products of The Coca-Cola Company are
consumed at the rate of more than one billion drinks per day.
1926
The Foreign Department becomes a subsidiary later known as The Coca-Cola
Export Corporation.
1928
Annual bottled Coca-Cola sales exceed fountain sales for the first time. Also this
year, Coca-Cola makes its first Olympic appearance when 1,000 cases of Coke
accompany the U.S. Olympic Team to Amsterdam.
1929
Sixty-four bottling operations are located in 28 countries, spreading refreshment
worldwide. Also this year, the fountain glass is adopted as standard, and "The Pause that
refreshes" first appears in the Saturday Evening Post.
1933
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The automatic fountain dispenser is introduced at the Chicago World's Fair. By
simply pulling a handle, soda jerks can now serve uniform, properly refrigerated Coca-
Cola.
1936
This year, The Coca-Cola Company observes its 50th anniversary. Three-day
bottlers’ convention, a motion picture chronicling the Company’s early year, and even a
special anniversary logo are part of the celebration.
1941
"Every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is and
whatever it costs"—Robert Woodruff. .
1942
"It's the Real Thing" is first used in Coke advertising. On December 25, The
Coca-Cola Company, in cooperation with the War and Navy Departments, sponsors a
special 12-hour radio broadcast to more than 142 stations. Titled "Uncle Sam’s Christmas
Tree," the program featured 43 popular orchestras live from 43 widely scattered military
bases in the U.S.
1943
On June 29, General Dwight Eisenhower dispatches a cablegram requesting a
shipment of 3 million bottles of Coca-Cola and complete equipment for bottling,
washing, refilling and capping twice monthly.
1950
Edgar Bergen and his sidekick Charlie McCarthy appear on the first live network
television show sponsored by The Coca-Cola Company.
1955
The 10-, 12- and 26-ounce king-size and family-size bottles are introduced with
immediate success. And Fanta, an orange-flavored beverage, is launched in Naples, Italy.
It later becomes the trademark name for a line of flavored drinks sold around the world.
1960
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Metal cans like the ones sent to troops during the Korean War are now available
on market shelves everywhere. Also this year, The Coca-Cola Company purchases The
Minute Maid Company.
1961
Sprite, the lemon-lime drink, is introduced to the public.
1969
“It's the Real Thing” makes a comeback.
1971
Young people from around the world gather on a hilltop in Italy to sing "I'd like to
buy the world a Coke."
1976
"Coke Adds Life" campaign is introduced.
1977
The unique contour bottle, familiar to consumers everywhere, is granted
registration as a trademark by the U.S. Patent and Trademark Office, an honor awarded
to only a few other packages.
1979
Coke introduces "Have a Coke and a Smile," a campaign of heartwarming
emotion best captured by the television commercial featuring "Mean" Joe Greene, a
tackle on the Pittsburgh Steelers football team.
1981
Roberto C. Goizueta is elected chairman of the Board of Directors and chief
executive officer of The Coca-Cola Company. He will lead the Company for 16 years.
1985
In April, after extensive taste testing, the Company introduces a new taste for
Coca-Cola in the United States and Canada—"new" Coke. Consumers respond with an
unprecedented outpouring of loyalty and affection for the original formula, and the
Company listens. In July, the Company reintroduces the original formula for Coca-Cola,
as Coca-Cola classic. Also this year, Cherry Coke is introduced.
1986
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In the year of the Company’s 100th anniversary, two large U.S. bottlers combine
to form Coca-Cola Enterprises. Over time, this new company will assume responsibility
for bottling operations in Great Britain, France, the Netherlands and Belgium.
1988
An independent worldwide survey confirms that Coca-Cola is the best known,
most admired trademark in the world.
1989
The Coca-Cola Company sells Columbia Pictures to Sony Corporation.
1990
World of Coca-Cola, an attraction featuring a historical and futuristic look at
Coca-Cola as well as a chance to sample The Coca-Cola Company products from around
the world opens in Atlanta.
1994
M. Douglas Ivester is elected president and chief operating officer of The Coca-
Cola Company.
1996
Coca-Cola sponsors the Summer Olympics in the hometown of The Coca-Cola
Company: Atlanta, Georgia. And the Cisneros Bottling Company, the largest soft-drink
bottler in Venezuela, switches from Pepsi to Coca-Cola.
1997
World of Coca-Cola Las Vegas opens complete with a hundred-foot-tall Coca-
Cola contour bottle. The Coca-Cola Company sponsors the Winter Olympics in Nagano,
Japan, marking the 70th anniversary of the Company's Olympic partnership. New
products Citra and Surge hit the market. And M. Douglas Ivester is named chairman of
the Board of Directors and chief executive officer of The Coca-Cola Company. He is the
tenth chairman of the board in the Company’s history.
Time line of coca cola
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1886 – Coca-Cola invented
In 1888, Asa Candler bought out Pemberton
In 1899, Asa Candler sold the bottling rights for Coca-Cola to Benjamin Franklin
Thomas &James Whitehead Sparkling beverage
This bottler model was a critical factor in the Coca-Cola Growth Story.
Even today, it is the most successful business model1923 – Woodruff’s initiatives
of Personal Training,
Better Service and Quality
Products introduced
1929 - Foreign Sales Group
formed for global expansion
1945 – Coca-Cola established as
a global brand
1953 - Coca Cola was
introduced in Pakistan
1960s,- Fanta, Sprite, and Tab introduced
1970s, - Focus on marketing
1979 North Avenue Tower Opens
1980s - The Coca Cola system stabilized
2004 – E. Neville Isdell rolls out MFG
Coca Cola in Pakistan
Coca Cola came to Pakistan in 1953. The Coca-Cola system in Pakistan has given
employment to thousands of local people, and has been contributing to the economy very
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positively, as Coca-Cola in Pakistan has invested hundreds of million dollars (U.S.). Coca
Cola was operating through the franchise-system in Pakistan. But since 1997 Coca Cola
international has acquired the Coca Cola Beverages Pakistan Limited, and CCBPL has
been directly working under Coca Cola international. Later in 2008, Coca Cola Icecek– a
Turkish company acquired more than 50% shares of CCBPL, and now they have been
controlling the operations in Pakistan along with Coca Cola international.
In Pakistan Coca Cola is operating at these locations:
Karachi Gujranwala / Sialkot
Rahim Yar Khan Faisalabad
Lahore Islamabad / Peshawar
Multan
Nature of organization
Coca cola is making consumable products. So the nature of the organization is
consumer consumable.
Coca-Cola sells more than 1 billion drinks a day
Coca cola have employs more than 55,000 people all over the world
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Islamabad
Gujranwala
Lahore
Faisalabad
Multan
Rahim Yar Khan
Karachi
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Business volume
The coca cola company is not listed in the stock exchange of Pakistan. It is a
multinational company so its business volume is not be ascertain.
Product lines
Coca-cola has over 400 brands in beverages and the most popular brands in
Pakistan are as follows:
Coca Cola
Coca Cola Diet
Sprite
Sprite 3G
Sprite Zero
Fanta
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Fanta Citrus
Pulpy Orange
Splash
Kinley water
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Product packs
250 ml RGB (Returnable Glass Bottle)
250 ml NR (Non Returnable)
240 ml RGB (Only Splash)
330 ml Can
400 ml PET (Only Pulpy Orange)
500 ml PET
1000 ml RGB
1500 ml PET
2250 ml PET
Organizational Chart
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Number of employees
DepartmentNo Of
employeesHRIR Department 27Production Department 121Sales Department 293Marketing Department 28Accounts & Finance Dptt.. 38Logistics Department 95Production Department 5MIS department 4Workers 335Total 946
Department Briefing
Introduction of all the departments and Sub Departments
Following are the departments In CCBPL Gujranwala Plant
i. Production Department
ii. Logistic Department
iii. Quality Control Department
iv. Human Resource and Industrial Relation Department
v. MIS
vi. Sales and Marketing Department
vii. Accounts Department
i. Production Department
Washing
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First of all the bottles are washed with very care & antiseptic liquid is used to kill
the germs.
Checking
After washing the washed bottles are checked by passing them in front of the
white light. In this step it is also checked that if the bottle is cracked or fine.
Filling
After checking the empty bottles the bottles are passed through the fillers. In this
the empty bottles are filled with coke. In the same machine the bottles are capped.
Tracking Serial Number
After the filling & capping the bottles are passed in front of the tracking machine
which prints serial number on the neck of the bottle which assures the tracking.
Checking
After this the final checking takes place, the filled bottles are passed in front of
the white light to see that the liquid is clear & there is nothing harmful in the bottle.
Production Rate
During whole of the process, a bottle takes about 1 hour and 30 minutes to pass
through all the process, and when the production stops, then the last bottle sent on the
conveyer belt is ready after one and a half hour. So the total production time consumes
about one and half hour extra. The same plant is used for filling Sprite and Fanta bottles
This changing of the bottles is called Change Over, and for this purpose, the whole
production is stopped, completed and then started over requires one and half hour extra
time. In this way the total production time can be calculated. The filler fills about 7-8
bottles in a second which gives an average of 400 bottles a minute. So if the total
production time is known, we can easily calculate the units produced during a shift or a
day.
The production quantity can also be determined by another way. The total empty
bottles received from the loading department are noted, then the bottles broken, taken out
due to dirtiness, breakage, improper filling or free drinkage are noted at the end of the
day or shift. These are totaled and subtracted from the total empty bottles. This gives the
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number of bottles filled during the shift. It can also be tallied with the number of filled
bottles received by the loading department.
ii. Logistics Department
Logistic department is basically the combination of two departments these are
logistic and shipping department. The whole transports and vehicles are arranged and
maintained by logistic department. And shipping department is responsible for the
maintenance of inventory of empty bottles.
On the whole logistic department is consists of 35 permanent employees. And rest
of the employees work on daily wages.
Responsibilities of Logistics Department
As I mentioned earlier logistic department is basically for the purchase and
maintenance of new vehicles. For that purpose they have a workshop for heavy-duty
vehicles and for cars in the factory. And for the motor cycles they made arrangement with
a workshop from where employees get work done and payment will be made by the
factory at the end of the month.
Types of Vehicles in the Factory
There are basically four major types of vehicles in the factory. These are
Motor Cycles for Market Development Officers (Sales Staff)
Cars for Management
Vans for Loading
Loader Machine
Coca-Cola offers a motorbike and 60 liters of petrol per month to each Market
Development officer (MDO). And the maintenance of the motorbike is also the
responsibility of company. The issuance and maintenance of these motorbikes is also the
responsibility of logistic department. If a new employee is employed in the sales
department as MDO then marketing or sales department send a request for motorbike to
the logistic department and if logistic department has any extra motorbike then they issue
that one to that employee otherwise they purchase a new motorbike for that employee.
Coca-Cola also offers cars for the management. Coca-Cola Gujranwala plant has
approximately 20 cars for management. 1300 CC car is only allowed to BOM (Business
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Operations Manager) and all departmental heads can use 1000 CC car. The
issuance and maintenance of these cars is the responsibility of logistic department.
Logistic department is also responsible to maintain the record of petrol consumption of
each motorbike and car. For the purpose of petrol Coca-Cola International Gujranwala
Plant arranged an agreement with a petrol pump of Admore near the factory from where
any employ can fill his vehicle by giving a slip which is issued by logistic department.
iii. Quality Control Department
In Coca-Cola, it is understood that the purpose of the organization is to serve
customer needs, requirements, and desires. In the context of mission, the process is
optimized to serve customers. Wherever possible, guidelines replace rules, empowerment
to act replaces passing the challenge, and employees make the extra effort to help their
customers and clients.
Coca-Cola is striving for to minimize the gap between desired and actual
performance. In Coca-Cola, all levels of management are actively engaged in process
management and continuous improvement.
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Employees have access to leaders and managers. There is a free flow of
information among managers, supervisors and workers. The quality goal of Coca-cola
simply stated,
“Zero defects in everything we do”
In Coca-Cola everyone understands that they are there to serve customers.
Problems and issues are avoided or resolved in a cooperative fashion. While
responsibility and accountability are required, blame is not assessed and punishment is
not the order of the day when things go wrong. In Coca-Cola, employees are involved in
the process and encouraged to take risks to improve the organization, its products, and its
customer service. Team work is stressed, and employees are motivated to share their
knowledge and experience with others. The organization understands that it is there to
support front-line workers who build products and satisfy customers.
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Human Resources teams provide a range of first class policies, processes, tools
and training to help people and the business succeed. The team also coaches and develops
line managers to enable them to make decisions that support CCBPL policy, legal
compliance and business needs.
The department is divided into two areas:
Job Analysis
Job analysis is a fundamental concept lays a step above from Job Description. Job
analysis is the actual requirement of the best suited candidate for doing a successful job.
Minimal knowledge, skills, and abilities are judged by each department for its position
available. This approved information by GM is then used by HR Department after
analyzing the positions to perform job to hiring the suitable candidates.
Recruitment Process of Coca-Cola
Recruitment is normally done on the required positions and not on the standby
basis. Recruitment starts whenever a supervisor or Sales Manager needs a sales person
and it is first approved by the General Manager before sending it to the HR Department.
All the vacancies are first internally advertised so that all the employees who fulfill the
requirement can avail this opportunity. If there are not any suitable persons for a
particular job then HR Department search its data bank and if there is no suitable person,
then at last it is advertised in the newspaper but it is rarely the case at Coca-Cola for the
sales man. So for recruitment purpose applications are received through:
Advertisement
Head Office
Walks ins. and Write ins.
Employees’ referrals.
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v. MIS (Management Information System) Department
MIS department is responsible for the generation of reports for each department
i.e. for production department about the situation of empty and syrup. And these reports
are also submitted to the BOM and to the Accounts Manager. On the basis of these
reports Management make decisions about the production, sales and different matters.
This department is also responsible for the development of computer programs for
all departments. This department consists of only two employees one is MIS Manager
and the other is his Assistant.
vi. Sales and Marketing Department
Structure of the Sales Department
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a. Department hierarchy
b. Number of employees working in the sales department
DepartmentNo of
Employees
Regional Sales Manager (RSM) 3Sales Managers (SM) 19
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Market Development Officer (MDO) 150Sales and Merchandise Officer (SMO) 81Sales Driver (SD) 41
Total 294
c. Sales operations
The sales operations of the Company are a combination of accounting and
operational matters. Therefore, under mentioned guidelines and directions include both
the processes. Keeping in view the importance of these procedures to the Company,
every effort is made to define, explain and clarify the minute details of this process.
Following are the operations of the sales department
Customer Database
To establish route distribution, sales information is to be gathered about
customers and listed on the outlet master forms. These shall serve as the permanent data
files.
Demand
All sales made shall be on the basis of the demand/forecast submitted by the sales
personnel (for direct sales) or the dealer (for indirect sales) duly signed by them.
Loading and Check-out
All route/dealer vehicles exiting from the plant/warehouse/Sales Centre shall be
subject to detailed loading and check-out procedures.
Sale to Outlet/Dealer
At the outlet/dealer warehouse (in case, where sale is made to dealers through
Company vehicles), the sales representative shall deliver the filled goods (finished
product), complete and deliver the relevant documents, collect cash, load the
corresponding empties and then return.
Unloading and Check-in
All route/dealer vehicles entering the plant/warehouse/Sales Centre shall be
subject to detailed unloading and check-in procedures.
Route Cash
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All route cash collected shall be deposited with the route cashier on a daily basis.
The management shall ensure that the route cash is kept separate from the petty cash.
Route Settlement
All routes shall be settled on a daily basis at the cut-off time i.e. all the dispatches
in case of indirect sales at the month end have to be made before 12.00 am (midnight of
night between Friday and Saturday) for it to be considered as that particular month’s sale.
Any dispatches after that time would be considered as part of next month’s sale. In case,
a difference arises between the net load and the cash submitted, it shall be highlighted in
the sales representative/driver overage and shortage report. The receipts from debtors
both cash and cheques shall be deposited along with the route cash.
Special Circumstances and Documents
This shall include all the documents to be processed in the sales procedures,
which have not been covered in the previous steps.
A/R Receipt
At the time of recovery from the outlet/distributor, the Salesman / SMO shall
prepare the A/R Receipt in respect of the amount received against A/R balance of the
customer. This shall include:
Customer’s name and code
Amount received in words and figures
Cheque No. (if any)
The Salesman / SMO shall obtain the customer’s signature on the A/R Receipt
and also provide him with one of its copies. The Salesman / SMO shall deposit the A/R
Receipt along with the cash/cheque with the route cashier. Detailed control procedures in
respect of the route cashier have been covered under ‘Section: 3.5 – Revenue’.
Based on the above, the RS shall enter the amount in A/R Collection Control
Account / AR Main.
Daily Collection Statement
At the end of each day, the route cashier shall prepare the Daily Collection
Statement which shall be a summary of the A/R Receipts and send it to the Accounts
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Manager or to the person designated by him along with the individual A/R Receipts. The
Accounts Department shall then update the Subsidiary Ledger maintained in the system.
Daily Breakage Report
The Distribution In charge shall prepare a Daily Breakage Report, which shall
include:
(a) Sales Breakage
The source of this shall be the Inload Sheet for outstation and the Breakage Authorization
for direct routes.
b) Distribution Breakage
This shall be any of the following
1. Labor Breakage : This shall comprise of breakage and wastage incurred
during the loading and unloading at the plant warehouse. The responsibility of
this shall be of the Shipping Department.
2. Warehouse Breakage : This shall comprise of breakage and wastage incurred
at the floor of warehouse. This shall be noted by the shipper in the Daily Stock
Report of warehouse.
3. Collection Breakage : This shall comprise of breakage and wastage incurred
after stocking of the pallets and before those incurred in the de-caser. These
shall be collected and stacked separately by the shipper and shall be charged
to the Shipping Department and then noted in the Daily Breakage Report.
Advance to Suppliers
Advance shall be given to suppliers, depending on the terms agreed with them by
the Company. In case of an event, giving rise to a need for providing advance to the
supplier, all such transactions shall be approved by employees as per the LCOA and
terms of payment shall be clearly mentioned in the Purchase Order.
Advance to Customers
In some circumstances, where there is a need for providing advance to customers,
all such transactions must be duly approved as per LCOA.
Excise Duty Deposit
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Excise duty for clearance of finished products produced shall be deposited as per
the requirements of the Company. Advance shall be recorded at the time of payment. On
finalization of assessment of the duty on the actual clearance of products by the Excise
Department, the amount assessed for the portion of goods sold, free samples, wasted or
items transferred to other locations shall be recognized as expense and the deposit shall
be adjusted accordingly.
These are the main operations in the coca cola sales department.
Function of sales department
a. Sales methodology
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The sales methodology and procedure to be followed by the coca cola Company is divided into a number of process steps. Followed are the detailed procedures in respect of each step.
1. Customer Database
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All information relating to the customer/outlet is to be maintained in the customer
database. This collects and organizes customer data, which is used for settling the daily
routes, for obtaining customer-wise balance details and other reports from the system.
The Sales and Marketing Department shall complete the Outlet Sheet when making new
outlets or for maintenance of existing outlets. This will include essential information of
the outlet as outlet type, address, contact person, NTN number and contact number, sales
and marketing data such as the price list, market segment/channels, equipment and
advertising facilities provided, credit limit and call days during the week, etc. The Outlet
Sheet shall be approved prior to entry. A specimen of the Outlet Sheet is given as
the outlet sheet shall be prepared by Market Development Officer (MDO) and encoded
by Sales Admin Officer/ Marketing Officer and approved by Sales Manager/RSM. The
sales accountant shall then audit the information, fed into BASIS by the Sales
Coordinator.
In respect of the discount terms, the Sales Department shall prepare a proposal,
which will be approved as per the LCOA and financials of the same shall be prepared by
Accounts Department and approved by Accounts Manager.
An agreement for distribution shall be signed with all the distributors. In respect
of the preferential customers, an Exclusivity Agreement shall also be signed with the
customer.
Based on the information entered in BASIS, an Outlet Master File shall be created for
each outlet in BASIS. Each outlet number and name will be specific and unique to a
customer/dealer and all information about the customer shall be subsequently altered
except outlet code/number after proper approval.
2. Demand
The quantity to be loaded shall correspond to the daily sales demand projected. In respect
of Direct Sales, the sales personnel shall fill out the Load Demand and hand it over to the
Shipping Department at warehouse/Sales Centre. A specimen of the Load Demand is
given as The Load Demand shall be prepared by the Sales Assistant and approved by
RSM. The Sales Department shall also intimate the Fleet Department about the time of
availability of the distributor on the load demand submitted.
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3. Loading and Check-out
A specific area shall be designated for loading the goods on the route vehicles
including rented and distributor’s vehicles. This area should be:
Separate from the storage area
Significantly large size
open and clear
Away from the exit gate
Different from the unloading area, if possible.
The full goods (finished goods) will be handed over by the Production
Department to the Shipping Department along with the Production Slip which shall be
prepared after completion of each production run. A copy of the Production Slip shall
also be sent to the Accounts Department. This shall be signed by Production Manager
and Shipping In charge after authorization of QC for quality of the product. Information
will be passed to Accounts Manager and one copy handed over to excise department
official.
For transport of full goods from plant to warehouse/Sales Centre, the Shipping
Officer shall prepare the Stock Transfer Note (STN) and get it approved from
Distribution & Logistic Manager (DLM) (which shall be pre-numbered and have four
copies) and hand it over to the Shipper. The goods will be loaded on the vehicle and shall
be checked by the shipper who will initial on the STN after checking that out load
corresponds to STN. Excise Gate Pass (EGP) will be prepared by excise attorney and
handed over to Shipping officer. The driver of the vehicle will also check the quantity
loaded and initial on the STN. A copy of the STN will be sent to the Accounts
Department after confirmation of receipt of goods by the receiving location, i.e. after the
receiving copy has been acknowledged. The other three copies, along with the EGP, will
be handed to the driver who shall then proceed to the gate of the plant.
The guard will check each vehicle and ensure that all the procedures are
completed inside the premises of the plant. He will then open the gate and let the vehicle
exit from the plant. At warehouse/Sales Centre, the guard shall check the load with the
STN and EGP, make an entry in the register kept at gate office and initial the STN. One
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copy of the STN will be submitted to the guard and the driver will proceed to the
unloading area.
The full goods will be unloaded and the shipper at warehouse/Sales Centre shall
check the actual quantity received with the STN and differentiate between the sound and
damaged bottles. He shall enter these quantities on the STN and also initial it. A copy of
the STN will be kept by the Shipping Department at warehouse/Sales Centre and another
copy shall be sent back to the Shipping Department at plant on the next day along with
the STNs of the whole day. The EGP shall also be kept by the Shipping department at
DPG and entered in the Excise Register.
The Shipper at warehouse/Sales Centre will load the route vehicle based on the
Load Demand submitted by the Sales Assistant. On the day of the shipment, the shipper
will fill out the Out load Sheet in triplicate as per the quantity loaded on the route vehicle.
The shipper shall also ensure that only sound goods are loaded on the route vehicles. A
collection of these Out load Sheets will then be handed over to the Sales Manager of the
person nominated by him, who will assign each route vehicle to individual SMO along
with the corresponding Out load Sheet. The SMO should check that the out load concurs
with the Out load Sheet and ensure that it only comprises of sound goods. After initialing
the Out load Sheet, he shall return it to the shipper. The Shipping Department will
forward a copy of the Out load Sheet to the Route Settlement Department (RS). Two
copies of the Out load Sheet shall be returned to the respective salesman. One copy shall
be kept by Shipping Department.
The Shipping Department will also prepare the Sales Note, which shall be signed
by the Shipping personnel who is in charge at warehouse/Sales Centre. He will then
check the out load, conform the quantity to the Out load Sheet and endorse the Sales Note
which shall be forwarded to the salesman.
The SMO/sales coordinator shall also be provided with the pre-numbered
Commercial Invoice, which may be blank or pre-addressed in case of both direct/indirect
sales. The route vehicle along with the SMO and the relevant documents will then
proceed to the gate. The guard shall check the out load, agree it with the Out load Sheet
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and initial it. A copy of the Out load Sheet will be handed over to the guard who shall
make a corresponding entry in the register kept at the gate office. The route vehicle will
then exit warehouse/Sales Centre.
In case of indirect sales through dealer vehicle, unloading shall take place when
the vehicle of the particular dealer arrives at the plant/warehouse/Sales Center. The
shipper shall then load the full goods based on the demand of the particular distributor.
Immediately after loading the full goods, the Sales Assistant will ensure that the dealer
driver has brought cash/pay order/DD/cash deposit slip of the bank for full goods to be
loaded. The Sales Assistant shall prepare the Commercial Invoice. The original
Commercial Invoice will be given to the driver of the dealer vehicle and a copy of this
invoice will be sent to the route settlement.
In case the distributor has made an advance payment directly in the bank account
of the Company, the management shall ensure that the amount of the out load does not
exceed the amount of the deposit, unless a temporary credit as per credit policy is
approved.
Cash Management Procedures
The Company shall manage the cash in a manner ensuring its effective utilization.
For this purpose the Company shall make efforts for quick deposit of cash collected from
direct/indirect sales in the bank. At locations, where indirect sales are being made, the
distributors shall be encouraged to deposit the cash directly in the bank and to facilitate
this the Company shall designate certain bank branches where cash can be deposited and
acknowledgement obtained on pre-printed deposit slips.
The amount at these branches shall be transferred to the main account of the
Company at day end. A copy of the acknowledged slip shall be sent to the plant. At
locations where direct sales are made, cash collected from route settlement will be
deposited in the bank every morning to ensure early deposit and acknowledgement slip
be obtained.
4. Sale to outlet/distributor
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At the outlet/dealer warehouse, the filled goods will be unloaded from the vehicle and the
empties will be loaded in their place. The SMO/Driver will ensure that the empties
loaded agree in brand and pack with the filled goods unloaded.
At the outlet, the SMO/Driver shall fill out the Commercial Invoice, which will include:
Accordingly in brand and pack, the quantity of filled goods sold
Calculating and recording the amount of sale
Recording of HTH discount, promo, low fill and wastage, if any.
Recording of cash received with denominations
Recording of empties delivered
Recording of empties returned
After signing the Commercial Invoice, the SMO/Driver shall also obtain the
signature of the customer or his authorized representative. The original will be handed
over to the signatory and the SMO/Driver shall keep a copy of it.
All entries in the Commercial Invoice shall be made in ink. The SMO/Driver shall
receive the amount of total cash as per the Commercial Invoice and keep it in a properly
secured bag.
In case of indirect sales through dealer’s vehicle, the sales coordinator of the
Company shall prepare the documents based on the quantity of filled goods loaded and
the quantities mentioned in the demand note and forward the filled Commercial Invoice.
The sales coordinator will assist the driver of the dealer to deposit the cash with the
cashier of the Company.
5. Unloading and Check-in
The following procedures shall be performed for unloading and check-in at
Warehouse/Sales Centre/Plant. A specific area shall be designated for unloading the
goods from the route vehicles. This area should be:
separate from the storage area
a significantly large size
open and clear
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away from the entry gate
different from the unloading area, if possible
There shall only be one entry/exit to the plant and the Warehouse/Sales Centre
and at a particular time only one route vehicle should enter the premises. In case of
direct/indirect sales, the Shipping Department shall prepare the In load Sheet for the
quantity of the in load before entering the premises of Warehouse/Sales Centre/Plant.
The shipper shall then supervise the unloading. He will ensure that the full goods,
sound empties and damaged empties are kept separately. He shall then agree the inlaid
with the Inlaid Sheet and sign it. Three copies of the In load Sheet shall be prepared. The
Shipping department shall keep one copy; hand over a copy each to the
SMO/Driver/Customer and to Route Settlement (RS).
The SMO/Driver/Customer shall then proceed to RS which shall fill out the
“Amount” column of the Cash Deposit Slip on the basis of the In load Sheet and sign it.
The SMO/Driver (and in case of indirect sale through dealer vehicle the sales
coordinator/dealer driver) shall then proceed to the route cashier and deposit the route
cash/pay order/DD/cash deposit slip of the bank. The route cashier will:
Count the cash
Enter the denominations on the Cash Deposit Slip
Enter the total amount of cash/pay order/DD/cash deposit slip of the bank in both
figures and words
Sign the Cash Deposit Slip and affix the company stamp
Obtain the signature of the sales representative (and in case of indirect sale
through dealer vehicle the sales coordinator/dealer driver) on the Cash Deposit
Slip.
The route cashier shall keep one copy of the Cash Deposit Slip and hand over the
other two to the sales representative (and in case of indirect sale through dealer vehicle
the sales coordinator/dealer driver) who shall proceed to RS. This shall be signed by the
driver/sales representative, route settlement officer, sales coordinator (in case of indirect
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sales) and cashier. The detailed control procedures in respect of route cash are described
in VI below.
The dealer driver shall bring cash / bank deposit slip / Demand Draft
corresponding to the in load and deposit it with the route cashier. The control procedures
in respect of Post-mix sales and sales to key accounts shall be the same as those described
above.
6. Route Cash
The management shall ensure that the following control procedures in addition to
those mentioned in the above sections, are established to provide clear accountability and
responsibility:
Ensuring that the route cash is secured at all times.
Control procedures during the sale to outlet/distributor:
The cash shall be properly secured and wherever it may be possible, it should be
kept at a safe place in the route vehicle.
Only the respective salesman/driver and the Sales Manager performing the spot
check shall have access to the cash.
Control procedures at plant / Warehouse / Sales Centre:
(a) The plant / Warehouse / Sales Centre should be equipped with a vault and a well-
secured cashier room. All keys and safe combinations which provide access to cash must
be restricted to appropriate employees.
(b) The cashier's room should be locked at all times. Keys and/or combinations to the
cashier's room and the safe should be assigned to a minimum number of appropriate
employees.
(c) Safe combinations should be changed at appropriate intervals and after each change
of an employee with access to the safe.
1) Cheques should only be accepted if made payable to Company, crossed and
endorsed for the account of the payee only.
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2) The route cashier must verify the salesman/dealer’s cash count in their presence.
3) The route cashier should check the bills to prevent counterfeit money from being
accepted. If counterfeit bills are found, the salesman/dealer driver must replace
them immediately.
4) The counterfeit money shall be destroyed by the route cashier by cutting the bills
into two.
5) The route cashier should not have access to Route Settlement or Accounts
Receivable system.
6) Proper security services should be used whenever possible to transport cash to the
bank.
7) In case security services are hired, their representatives shall be required to give
proper acknowledgement for the cash picked up.
7. Route Settlement
The RS department will encompass Route Settlement clerks. A route shall only be
settled after it has been completely checked. The documents received by RS from the
sales representative (in case of indirect sale through dealer vehicle the sales
coordinator/dealer driver) and the Shipping department will include:
Out load Sheet
In load Sheet
Commercial Invoice
Cash Deposit Slip
Other documents for special circumstances
The Route settlement officer will then checks and record these documents. This will
include:
Ensuring that all documents are original and have been signed by the authorized
persons.
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Ensuring that all documents have been filled in ink and alterations have been
properly approved.
Checking that all calculations are correct.
Ensure that all sequentially numbered documents are accounted for.
Verify that all Commercial Invoices have been signed by customers.
Agree pricing by customer to approved customer price lists.
Verify sales representative's name and employee number to ensure the same
employee is checking the route vehicle both in and out.
In case of any discount given, a credit note shall be prepared. The above
information shall be entered into BASIS through a number of different applications,
which will be used in settling the route in BASIS. After all the information has been
entered, the RS clerk calculates the route to see if it is settled properly (i.e. no product
shortages/overages, cash shortages/overages, or calculation errors). If there are no
overages or shortages, the route will be automatically confirmed for settlement by the
system.
If the route is out-of-balance, BASIS shall measure and isolate route settlement
differences for calculation errors, cash collection differences and load differences. For
each category, overages and shortages shall be measured separately. For each route that is
out of balance, a sales representative over/short report be generated and given to the
salesman. A copy of the report shall be sent for review to the Accounts Manager, Sales &
Marketing Manager and BOM.
The RS clerk shall ensure that the reason for the exception is ascertained by
obtaining justification from the salesman, performing a re-audit and checking from the
Shipping documents. The amounts for sales representative shortage and overage should
be tracked daily and weekly reports shall be sent for review to the Accounts Manager,
Sales & Marketing Manager and BOM.
In case of direct sales, any overages shall be retained by the Company and
recorded as miscellaneous income in the general ledger and any shortages shall be
deducted from commissions. In respect of sales representative, the RS clerk shall collect
cash for the amount of shortage. In case this is not feasible, the over/short report shall be
sent monthly directly from RS to Payroll, for the withholding of shortages.
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8. Other Control Procedures
The management shall ensure that control procedures, in addition to those
mentioned in the above sections, are established and in place to conclude that routes are
properly settled. These shall include the following:
a) RS personnel who have update access to the BASIS RS System should not have
any responsibility for load-out/in and for handling cash.
b) Conversely, any employee with update access to any of the above applications
should not have access to the RS system.
c) Cash Receipts on Account should not be related directly to routes and should be
entered in Accounts Receivable system.
d) All cancelled or unused pre numbered documents should be properly accounted
for by the department initiating the document.
e) In respect of locations having pre-mix or post-mix tanks, the shipper should
specifically ensure that reported “full product” tanks are actually full.
f) The shipper shall count the out load/in load without having advance knowledge of
the quantity.
9. Special circumstances and documents
When a route is settled, it shall be ensured that the number of empties as per the
out load is equal to that as per the in load. Exceptions to this shall occur in the following
circumstances:
Empty on Consignment
Under this, the empties shall be given as a loan to the outlet for a
particular period. The customer shall be required to fill out an Empty Bottles Loan
Requisition and specify the quantity required of the different brands and packs. The
MDO shall then enter the other required information on this document, which shall be
duly approved. A copy of the Empty Bottles Loan Requisition shall be forwarded to RS,
customer and the Shipping Department.
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At the expiry of the loan period, the Distribution In charge shall intimate the sales
representative who shall retrieve the respective quantity of empties. In respect of this, the
sales representative shall prepare the In load Sheet Empties Excess when the empties are
brought back to the plant / Warehouse / Sales Centre. A copy each of this shall then be
forwarded to the RS and the Distribution In charge.
On receiving the above two documents the RS personnel shall enter the same in
the relevant system applications.
Outright Empty on Deposit
In other cases, the empties shall be given to the customers against the equivalent
amount of security deposit, which shall be collected with the route cash, if any. The sales
representative shall prepare the Empty Deposit Slip (EDS) and specify the rate and the
amount of deposit. The Route audit clerk shall compare the information on the two
documents, which shall then be entered in the BASIS. One copy shall be sent to the
Accounts Department along with other documents relating to RS whereas; the other two
copies shall be given to RS and the outlet.
Marketing Department
a. Hierarchy
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b. Number of employees
DepartmentNo of
Employees
Cold Asset Management 11Trade Marketing 12Customer response 2RED management 3
Total 28
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c. Department Wise marketing operations
Trade marketing department
Introduction
The work of the trade marketing department is to market the brand name of
CCBPL. This is basically shop level marketing. The main purpose is to create more and
more awareness in the mind of the people about the different products
The basic function of trade marketing department is to market or spread the name
or trade mark of the organization. CCBPL uses this department to market its products.
The main function of the marketing department is to create awareness of its products
among the consumers. This is basically shop level marketing. Their function is to create
motivtion among the shopkeepers Trade Marketing has four sub departments
A. Activation and Merchandizing
B. Signage
C. Promotion (Contests, Launches, Festivals etc.)
D. Budgeting and marketing store
A. Activation and merchandizing
The main purpose of the department is to activate more and more shops, now the
first question arises that what is meant by activation.
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Activation
Activation means converting a shop. It is the process by which a shop is
converted into a coca cola outlet. The shop uses different promotion material provided by
the company foe example posters, charts, racks etc. After conversion the shop is called a
Coca-cola outlet. Now it uses different techniques like sign boards, posters, wall
hangings etc. of different coca cola products which markets the products of CCBPL. Now
the main function of Trade Marketing Department is to keep an eye and manage the
whole process. To make the Activation process smoother and easier the whole market is
divided into different channels known as the channels of activation.
Channels of Activation
There are many channels of activations but most famous among them are 7 which
are divided into 3 categories these marketing channels are the following
Groceries
Street vendors
HORECA
Groceries
Groceries consist of all the stores and shopping malls from where people use to buy daily
goods. These are divided into 2 categories
TGS (Traditional General Store)
MGS (Modern General Store)
Traditional general store
A traditional general store is the one which uses more than 50% of the
Non-branded items or local manufactured goods. For example: local general stores,
kiryana store.
Modern General Store
A modern general store is a store which sells more than 50% of branded items.
For example: modern store, shopping malls.
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2. Street vendors
Street vendors are the small street shops and small refreshments points. These
are divided into two categories
BSV (beverages street vendors)
PCV (Pan Cigarette vendors)
BSV
BSV stands for beverages street vendors these are the local street refreshments
points for example: burger points, chat points etc.
PCV
PCV stands for cigarette and pan shops these are small street shops and small
refreshment points. These are kiosks (khoka) where people often go to take pan and
cigarette.
3. HORECA
HORECA is the abbreviation of Hotel, Restaurant and café. HORECA is divided
into 3 categories
LFS ( light food stands)
CR ( conventional restaurants)
FFR ( fast food restaurants)
LFS
LFS stands for local food stands these consists of small food points and road side
hotels and restaurants for example: burger points, small hotels etc
CV
CV stands for conventional restaurants these are the small road side hotels not
much expensive and many people visits these hotels.
FFR
FFR stand for fast food restaurants these are the restaurants which offer different
fast food items such as pizza, burgers sandwiches etc. for example: KFC, McDonald etc.
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Functions of the Marketing Department
a. Market Segmentation Strategies
The Coca Cola company segmented there market according to different factors. These
factors are given below
1. Volume
2. SEC (Social economic Class)
3. Channel
4. Area (geographically)
1. Volume Segmentation
In this the coca cola company is divided his market according to the volume of sales. It
segmented his market as Diamond, Gold, Silver, and Bronze. The volume is identified
according to the cases of the different brands and packages. Packages may be small or big
it case will be considered a unit of volume. This is the volume segmentation
Diamond
If an outlet sale more than 3000 cases annually.
Gold
If an outlet sale between 1500 to 3000 cases annually.
Silver
If an outlet sale between 500 to 1500 cases annually.
Bronze
If an outlet sale less than 500 cases annually.
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2. SEC (Social economic Class) Segmentation
SEC (Social economic Class) segmentation divides buyers into different groups
based on social class, lifestyle or characteristics income and living standard. People in the
same demographic Group can have different psycho graphic makeup. So psycho graphic
segmentation helps the marketer in examining attributes related to how a person thinks,
feels, and behaves.
It is divided into three categories
High SEC
Medium SEC
Low SEC
3. Channel Vise Segmentation
There are many channels for coca cola distribution process so the coca cola divided its
market in the seven main trade channels that are discussed before.
Signage
The main function of the signage department is to issue sign boards and bill boards to
different shops. Their main function is that they paint walls, built counters, back Lighting
and Front Lighting etc.
Sign boards and bill boards
Design Counters
Wall Paints
Back Lights
Front Lights
Procedure
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The shop keepers sent signage requisition form through MDO`s. After receiving
these forms are checked by the signage officer and are reviewed and signed by the Trade
Marketing Manager, MSM and S&MM. After their approval these forms are sent to
different vendors workshops and they performs the signage of the specified shops.
Promotion
One of the most important tasks performed by trade
marketing is promotion of its products. The Department uses
many different techniques. All the new product launches are
performed by this Department. Several Contests are conducted to
boost up sales and different types of Festivals are held and much
more. This department basically helps the sales team in boosting
up the sales and act as a back bone of the company.
Cold Asset Management
Introduction
For marketing purpose CCBPL injects coolers of different type and models to all
its channels. These coolers are called the cold assets of the company and there is a whole
department which manages the whole procedure this department is called cold asset
department. Cold asset department performs the following functions
Cooler injection, retrieval and tracking
Cooler complaints and their settlement
A .Cooler Injection, Retrieval and Tracking
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The first and the main function of cold asset department is to inject new coolers in
the market but before discussing the procedure
of injection first of all let us discus the different
cooler models. Mostly coolers are of three types
Chest coolers
Visi coolers
Pre mix and Post mix
Chest Coolers
Chest coolers are available in different
sizes, models and of different companies. These
coolers are purchased from different companies
most famous among them are PEL, Dawlence,
Varioline, Ciel etc.
These coolers are basically available in
different sizes i.e. 3CFT, 5CFT, 10CFT and
15CFT.
Visi Coolers
Visi colers are the coolers which have a glass door and they look more like a
refrigeretor. They are just meant for cooling purposes they are not chillers. These coolers
are manufactured by Verioline Company. These coolers are available in different sizes.
120SAX
260SAX
360SAX
550SAX
1000SAX
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Pre mix and Post mix
Beside chest and visi coolers another important cold asset is the Pre mix and Post
mix machines. These machines are basically available in two sizes 5 valve and 8 valves.
These machines are made by two companies LANCER and OLYMPUS.
Cooler receiving and injection
Now a day’s CCBPL is only purchasing coolers from VERIOLINE, Lahore. The
asset injection process starts after receiving the new coolers from verioline Lahore. When
the new coolers arrived in the factory they are received by the assistant officer Trade
Marketing (Fareed}. These coolers are stored in the marketing store and the godown.
Before placing the coolers into the go down their codes are matched by the code numbers
sent by the varioline company.
Cooler injection process
The injection process of coolers starts when the cooler requisition form arrives to
the trade marketing officer. Cooler requisition form is a form which is sent by the
shopkeeper. It is basically a request by the shopkeeper that he want a cooler of CCBPL
this form contains the information about the shopkeeper, the shop, its route, agency etc.
on approval by the top management these forms are sent to the trade marketing officer
(Mr. Zia) who performs the asset injection process. After receiving of forms each cooler
is sent to its destination. The TMO write name of the agency as well as the name of the
shop and is sent to the agony/distributer. Each cooler has its own asset code which is used
to track the cooler. The asset code is noted on the cooler requisition form so that to keep a
complete record of the cooler.
Coolers complaint and their settlement
When CCBPL injects its cold assets in the market is also provides free repairing
and service of its cold assets. For this purpose a separate department is working known as
the cooler complaints department. The faction of this department is to note the complaints
and to settle those complaints as soon as possible. The most common complaints faced by
the department is the non working of the coolers.
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Working
In case of Non working of the cooler the shopkeeper files the complaint on the
complaint number provided by the company when a complaint is filed it is written n a
form named as cooler complaint form. A cooler complaint form contains the name of the
shop, cooler asset code and the name of the shop keeper so that it would be easy to trace
the cooler. After filling these forms are sent to the workshop which is situated in the
marketing store. After receiving the forms action is made on them different mechanics
are sent to repair these coolers when a cooler cannot be repaired in the shop it is lift back
to the workshop. In the workshop old coolers are repaired, painted and cleaned. And after
service they are returned to the shopkeepers.
Objectives of Cold Asset Department
Cold Asset Injection
To ensure agreed cold asset quantities to be injected by the year end (6600
approx)
To ensure the paper trail must be supported with all necessary documents while
injecting cold asset
To ensure the cold asset injection within week time on receipt of papers (subject
to availability)
To establish a parallel record of cold asset injection based on conversion &
relocation by party / route on daily basis
To analyze the cold asset injection vs. their planned numbers on weekly basis
Cold Asset Management
To ensure the proper record of all cold assets injected in the market all the time
(more than 24000)
To ensure the retrieval of any cold asset agreement within 10 minutes of request
To ensure the timely & accurate data filling and generate cold asset injection
report on daily basis at said time
Cold Asset Maintenance
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To ensure the cold asset complaint should be addressed and completed on
following benchmarks
Base Market: Diamond outlets 24 hrs - Other outlets 48 hrs
Outstation: Diamond outlets 48 hrs - Other outlets 72 hrs
To maintain a proper record of all complaints by cooler, by nature & ensure it in
time execution
To ensure area of workshop should be neat & clean as per company’s bench mark
all the time
To ensure retrieval of cold asset within week time from the day of sales person
request
Cooler Workshops (on contract)
To prepare a quarterly cost analyses of out station contractual workshops
To visit 5 workshops every month to ensure the timely execution of complaints
To monitor outstation workshops should follow the complaint lead time (48 hrs)
and complaint address time (72 hours)
To ensure 40% of outstation coolers should be handled by outstation contractual
workshops.
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vii. Accounts Department
Accounts Department is responsible for proper flow of cash and for the
controlling of financial assets of the organization. The budget is allocated by TCCEC
(The Coca-Cola Export Corporation) for the period of month or two and finance manager
of TCCEC off and on came there to check the financial activities.
On the whole Accounts Department consists of 16 (Sixteen Employees).They all
are hard working and loyal to the organization.
In Accounts department computerized Accounting System prevails. Till last year
main financial transactions were taking place in Peachtree. Now all the transactions take
place in SAP. Other software’s being used in CCBPL are Basics, CCBPL Payroll System.
Role of Different Designations
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Every designation plays a key role in the development and the growth of the
company business. Each and every individual and the department has its own worth.
Following is the structure of the departments in the DPG. (Duty Paid Gowdon)
These are the parallel departments and directly report to the S &MM.
Plant General Manager (Mr. Usman Butt)
The all business operations and the activities are controlled and supervised by the
plant general manager. He is the head of this organization CCBPL Gujranwala.
So all the strategic decisions and the operating policies are made by the PGM. All the
sales targets and other matters are implemented on the specific department by PGM.
So he is the boss of the entire territory.
Sales and Marketing Manager (Mr. Mian Furqan)
All the sales and marketing activities are watched and controlled by this manager.
There are three departments Sales, Sales Coordination, Marketing department which are
working under the S&MM. So in this way this is a very important post in the company.
All the RSMs, Key Accounts department are directly report to the S&MM.
Regional Sales Managers 3 Posts
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Sales
Dept.
Key Accounts
Marketing
Services
Sales Training
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The regional sales manger (RSM) is the responsible for sales targets of his region.
Each RSM has a team of employees which consists on the Sales Managers (SM) and
Marketing Development Officer (MDO).
So the RSMs tried to their level best to complete the sales targets which are given
by the S&MM.
Regional Sales Manager (Mr. Aqeel Iqbal)
He deals the outstation market that starts from Shahedra to Warirabad.
All the agencies and private contractors of this region are working under him. There is a
team of SMs, MDOs, DSFs who are report to him.
Regional Sales Manager (Mr.Imran Bashir)
He deals the outstation market that starts from Gujrat to Mirpur.
All the agencies and private contractors of this region are working under him. There is a
team of SMs, MDOs, DSFs who are report to him.
Regional Sales Manager (Mr. Shakeel Aftab)
He deals the outstation market that starts from Sailkot upto Shakar Garh.
All the agencies and private contractors of this region are working under him. There is a
team of SMs, MDOs, DSFs who are report to him.
Sales Manager (Mr. Tariq H. Raja)
Basically he is sales manager but working as a RSM. All the sales operations of
the base market are controlled by him. He deals the direct sale which is being done in the
base market.
Sales Training Manager (Mr. Rafiq MAO)
All the training activities are monitored by the STM. In these training sessions
training of new employees and the refresher courses for old employees are included.
Employee performance tests are controlled by him.
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Sales Coordinator Executive (Mr. Shahzad Ahmad)
He deals with the operations of the coverage report and the route settlement.
All the problems of the SMOs and the MDOs are properly entertained by him.
I as a internee, also working under his supervision.
Assistant to PGM (Mam Sabeen Ajaz)
She deals with all the departments on the behalf of PGM. All the matters which
are discussed to PGM. Those are only possible with the help of her.
I as a internee, also working under her supervision.
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a. My Role as a Internee
Description of the department I worked in
a. Sales Department
Distribution of the Sales Area of Gujranwala Plant
The whole area of Gujranwala Plant is divided into three (3) broad regions these
are Gujranwala, Sialkot and Gujrat.
The whole Gujranwala region is further divided into two areas these are named as
Gujranwala Base and Gujranwala District. The whole Gujranwala city including old city
is the part of Gujranwala Base. Gujranwala District consists of all neighboring areas of
Gujranwala city (Daska, Hafizabad, Wazirabad)
Basically for sales purposes the whole territory of Gujranwala region and other regions is
divided into many small parts and for each part they have a separate distributor i.e. for
With the help of these MDO’s company come to know the actual situation of the
market from the mouth of their own employees.
And company provides assistance to the distributor for achieving the sales targets.
As in Sialkot region there are two Area Sales Managers for the co-ordination of
Regional Sales Manager similarly there are two Area Sales Managers in Sialkot They are
hard working people. Due to their hard work distributors of that region are able to
achieve the sale targets.
The remaining departmental structure of the Sialkot Region is exactly similar to that of
Gujranwala Region.
The Gujarat Region covers the area from Wazirabad, Ali Pur, Ahmed Nagar. As
in other two regions Gujarat has also two Area Sales Managers for the co-ordination of
Regional Sales Manager.
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List of Projects
a. Sales Department
Data Validation
The project which is assigned to me is the data validation. I visited the market
with the help of MDO and check the availability of the cooler, activation material,
Channel, SEC etc.
I personally went on different routes of the base market and visited the shops of
those routes.
Customer Database
To establish route distribution, sales information is to be gathered about
customers and listed on the outlet master forms. These shall serve as the permanent data
files.
b. Marketing department
Like all other organizations CCBPL also have different departments that perform
different functions. The main departments are Human Resource, Production, Finance and
the last and the most important The Marketing Department. The basic function of the
Marketing Department is to support sales team to market the products of Coca Cola.
They usually create awareness about the company’s products in the mind of consumers or
in other words they play a vital role in boosting the sales of the company. The work of
Marketing Department is very large and complex. Therefore to work more smoothly and
efficiently it is divided into small sub Departments. These Departments I have visited.
i. Trade marketing Department
ii. RED Audit Department
iii. Cold Asset Management
iv. Consumer & Customer Response
Hierarchy of Marketing Department
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i. Trade marketing department
The work of the trade marketing department is to market the brand name of
CCBPL. This is basically shop level marketing. The main purpose is to create more and
more awareness in the mind of the people about the different products
The basic function of trade marketing department is to market or spread the name
or trade mark of the organization. CCBPL uses this department to market its products.
The main function of the marketing department is to create awareness of its products
among the consumers. This is basically shop level marketing. Their function is to create
motivation among the shopkeepers Trade Marketing has four sub departments
Activation and Merchandizing
Signage
Promotion (Contests, Launches, Festivals etc.)
Budgeting and marketing store
ii. Cold Drink Asset Management
For marketing purpose CCBPL injects coolers of different type and models to all
its channels. These coolers are called the cold assets of the company and there is a whole
department which manages the whole procedure this department is called cold asset
department. Cold asset department performs the following functions
Cooler injection, retrieval and tracking
Cooler complaints and their settlement
Cooler Injection, Retrieval and Tracking
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The first and the main function of cold asset department is to inject new coolers in
the market but before discussing the procedure of injection first of all let us discus the
different cooler models. Mostly coolers are of two types
Chest coolers
Visi coolers
Pre mix and Post mix
Coolers complaint and their settlement
When CCBPL injects its cold assets in the market it also provides free repairing
and service of its cold assets. For this purpose a separate department is working known as
the cooler complaints department. The faction of this department is to note the complaints
and to settle those complaints as soon as possible. The most common complaints faced by
the department is the non working of the coolers.
iii. R.E.D (Right Execution Daily)
“RED FUNCTION IS TO BRING THE MARKET REALITY TO OUR
KNOWLEDGE DAILY, SO WE CAN IDENTIFY IF OUR STRATEGIES ARE BEING
EXECUTED AND WHERE CAN WE DO BETTER”. To achieve daily perfection,
COCA-COLA developed a POS survey method that generates market reports to the sales
area with indicators, so they can have better information to execute on the market and
named it RED.
RED KPIs & Weight age
Availability (must SKUs as per BPPC) 40%
SOVI (Share of Visible Inventory – Facing in Display) 20%
POP (Activation as per Toolkit) 20%
POC (Cooler) 20%
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Key Learning
a. Success and failed Products
Successive Products
Coca cola is a multinational company .Almost In the Pakistan almost it’s all
products are success and have a reason blue market growth. Once again these products
are
Coke
Coke diet
Sprite
Sprite Zero
Fanta
Pulpy Orange
Reasons of Success
Strong Taste and flours
Popular among people
Availability at every Corner of the country
Target marketing
Segmented markets
Strong Distribution
Reasonable prices
Strong management
Extreme quality
Accessibility
Strong awareness
Give values to customers
Competing brand
Active sales promotion
Strong Image
Affordable
Second Advantage over rivals
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Sales promotion
Effective margins to
Failed products
The coca cola company used his same strategies for all the products so in this way
as the all the products should be successive. But it is not compulsory that the same
strategy is used for all the products. There are some failed products also. These failed
products of coca cola are
Splash (Minute Maid)
Sprite 3G
Reasons Of failure
Less Advertisement
The coca cola company not takes attention on the advertisement of the Splash.
The first TV commercial of splash is shown after two to three month of the launch of the
splash brand.
Awareness and communication
The promotional strategy of these products is not up to the standard so the people
in the market are less aware with these products splash and the sprite 3G.
Focus on push strategy
The company focuses more on the push strategy rather than the pull strategy.
Because these products are new and for new products pull strategy is more effective to
have.
The competitive products
There are more control of the competitive products in the market,. The people like
their product instantly more than the own brands. .these brands are more successful have
high market growth. Having more shares in the market these compotators are for splash
these are sheezan and nestle and for Sprite 3G there are “Mountain Dew” by the Pepsi
Company.
Taste and Flavor
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The taste and flavor of both these products are not liked by the people. According
to them the taste and flavor are not so refreshing than the other brands against the other
competitive brands
Market growth rate is low
The market growth rate of the splash and the sprite 3G is low because these are
the NPD (New product development).
Other reasons
A weak positioning strategy is used.
A less-than-optimal "configuration" of product or service attributes and benefits is
selected.
The advertising campaign generates an insufficient level of new product/new
service awareness.
Cannibalization depresses corporate profits.
Over-optimism about the marketing plan leads to a forecast that cannot be
sustained in the real world.
Future prospects of Coca Cola
Coca-Cola has always been a brand associated with youth and exuberance,
surrounded by a positive contemporary outlook on life. The marketers behind it must
have continued to do something right, as Coke remains arguably one of the most well
known brands in the world.
In future the coca cola have long plans. In their view the Pakistan Environment Is
affordable for some high social economics products. They also want to increase their
sales volume. For this purpose the company has more strong strategies for this purpose.
The company will get more attentive on their competitive brands. The company will
apply
More Stronger product solutions
More active pricing strategies
More segmented distribution
More stronger sales promotions
For Next year, these goals are:
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To increase the revenues by 20% as compared to last year.
To increase the total retail customers by around 10%.
To increase the market share by 5%.
In future coca cola also the launches of some new products
Disani Flavored water Burn Energy Drink
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SWOT Analysis of Coca Cola
Strengths
A strong Multinational company
Brand equity/image & recognition
Coca Cola’s Bottling System
Dealers and Distributor’s Excellent Service
Financial Position and Credit Rating are Strong
Well Developed Strategy
Information System interface is used
One of the World's Most recognized brand.
Product diversification (water, juices, soft drinks, sport drinks, etc)
Weaknesses
Dissatisfaction among staff (between the management and the worker)
Lack of motivational factor
Lack of promotions of staff
High Turn Over of Employees
Large Hierarchy
Late decisions
Lack of Coordination Between departments
Credit rating
Low Wages of daily workers
Chilling Equipments are poor in performance as compare to competitor company
More paper work as compare to the competitors
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Opportunities
More Still drinks (Juices) should be introduced
Expansion – Reaching all over the Pakistan
Possible growing demand.
Acquisitions of smaller players.
Bottled water growth
PET Bottle in Liter pack
Threats
New Viable Competitors (Gourmet Soft Drinks)
Fake products Supply by the unknown peoples
Competing Products (Pepsi)
Rapid Social Economic Changes in market
Political Instability in The Country
Economic Instability
Health Drinks – Fruit Juice Companies
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Conclusion
It was a good experience working in all the departments and understanding
their procedures of handling their work and examining their strong
commitment and positive attitude towards serving the company. I came
across various experiences in Sales and Marketing Department.
Overall this organization is doing well. Company provides many benefits
and also facilitates its employees at all times. A rich culture is followed in
CCBPL Gujranwala. In short….I have spent a memorable time over here
and learned a lot from them. In the end I wish a prosperous and bright future
to Coca-Cola Beverages Pakistan Ltd. (Gujranwala Plant)
Recommendations
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The Coca-Cola promise and their aspirations for the 21st Century must drive their
decisions and their actions. The following recommendations are made for further
betterment;
The company should have a team to check the fake products in the market
Coca Cola Company should try to emphasis more on providing their
infrastructure in the market to facilitate their customers.
According to the survey, conducted by the international firm Pakistani people like
little bit sweeter cola drink. So for this coca cola company should produce their
product according to the local demand.
Marketing team should try to increase the availability of Coke in rural areas.
They should collaborate creatively with those who sell their products in the
marketplace, developing relationships built on mutual success, not only from their
brands, but also from their services.
They should actively cultivate a diverse, rewarding culture that encourages their
people to develop to their fullest potential, assuring enjoyment and satisfaction in
the Coca-Cola work environment.
They should intensely promote innovation as an explicit priority in every aspect
of their business, including the structures of their business.
They should consolidate resources to focus on the soft drink market and divest of
other businesses such as fruit drinks
They should continually operate as model business citizens, consistently shaping
them business decisions to improve the quality of life in the communities where
they do business.
Most of the outlets complaint about the lid of regular size bottle as there has been
the problem of rust on it, so it is recommended to the Company to regular
feedback from the market about the quality and distribution of product.
The job descriptions should be revised.
References
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Books References
Principle of Marketing by (Philip Kotler)
New Product Development by (Crawford, Merle, Benetto)
Website References
http://www.google.com
http://www.cocacola.com
http://www.cocacolaasia.com
Company References
Company Officials and documents
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