Distribution Channel at Coca-Cola

Channel of Distribution of Coca Cola

Presented By : Sounak Chakraborty Abhishek Sahu

Channels of Distribution •

“Systems” of interdependent organizations that direct the flow of product (title/possession) from producers to buyers.

Producers

Intermediaries

Customer 

Evolution of Channels of  Distribution : What’s the value added from each Intermedia ry?

Direct  Channel  Producer

Retailer  Wholesaler   Agent/Broker  Channel  Channel  Channel  Producer

Producer

Producer

Producer

Agents or Brokers

Agents or Brokers

Wholesalers Wholesalers

Can we retain the value without intermedia ry?

Retailers

Consu onsum mers ers Consum nsumer ers s

Retailers

 Agent/Broker  Channel 

Retailers

Consu onsume mers rs Consumers

Conventional Marketing Channel

Wholesalers

Retailers

Consumers

Vertical Marketing System (VMS)

Now what does Coca-Cola Follow…..

Coca-Cola’s strong Distribution Channel :

70.4% 100%

21.5%

• Venezuela was the only country in which Pepsi was  bigger than Coca Cola • In 1996 Cisneros Group switched from bottling Pepsi to Coke • In the last quarter of 1996 Pepsi had only 15.5% market share

The Distribution Distribution Channel at Coca-Cola Retailers Supermarkets, Kiosks Airlines     r     e        l       t        t      o        B

Clubs, Bars Restaurants, Hotels Vending

Consumers

Distribution Channel at the Bidadi Plant in Bangalore Targeted Customers In & around Bangalore City

Bidadi Plant Hebbal Depot

Delivery Trucks

Distribution Strategy adopted by Coke

Distribution Push Strategy

Distribution Pull Strategy

The Journey of an Empty Coca-Cola Bottle

Bidadi Manufactur ing Plant

Packed & Resent to the stores

Recycle of a PET Bottle of Coca-Cola and the various uses of it.