Sunteți pe pagina 1din 25

The Department which assigned to me is Marketing Department.

I have completed my
internship there and got enough knowledge about Coca Cola marketing strategies and
policies.

Marketing Department:

There are two parts of marketing department

• Chillers department
• Trade marketing
 Activation
 Signage

1
Chillers Department:

Immediate Supervisor: Mr. Samran


Senior Supervisor: Mr. Imran
Boss (MSM): Mr. Ayaz Khalid

Chillers Documentations:

There are different types of documents for injection and shifting and removal.

 Asset Injection Form


 Equipment Installation Form
 Affidavit
 Legal agreement
 Policies agreement form
 Pay Back Period Calculations
 Asset Removal Form
 Asset Shifting Form

Chiller Issuance Requirements:

There are following requirements


I. Firstly, the MDO goes to client and fill a form of asset injection where following
requirements are fulfilled
 MDO name
 Distributor name
 Shop name
 Person name
 City
 Address
 Terms of agreement (Conversion, Retention and new outlet)
 Present asset
 Cooler type (Visi Cooler, Chest Cooler)
 Model n size (120SAX,160SAX,260SAX,400SAX,650AX,1000SAX)
 Estimated sales
 Distributor code
 Shop/ outlet code

2
Then the forms comes in the marketing department where further requirements are
fulfilled
 Date
 Type
 Asset code
 Serial
 Gate pass
 Signature of the writer

Then the MDO, SM, RSM, MSM, Accounts manager, sales and marketing manager
and Territory G.M signatures are being taken and then the chiller is issued

Documents necessary by the shop keeper:

a) I.D card
b) Iqrar naama /Affidavit
c) Legal agreement
d) Electricity bill(latest by three months)

This is the complete process for the chiller’s issuance

Chillers production:

Chiller production agreement is between coke and inter cool. They issue a
separate serial number for the coke chillers to identify them from all.
6000 to 7000 chillers are being produced every year. When coke receives the
coolers then they assign a cooler code like:
E.g. M 0 9 3 1 0 2 7 8 5
Where
M= MULTAN
09=YEAR (2009)
3=NUMBER FOR COKE
1=for CHEST COOLER
02785=Number of chillers present in coke

3
How coolers are verified, updated and stored:

• All the legal documents are attached in a file and given a number.
• Then they are updated in BASIS (the coke database) and in Excel reports
are generated where all the data of the customer is residing.
• Both file and database are working parallel to reduce error and for audit
purpose for reconciliation.

How coolers are replaced, shifted or re issued:

When the customer leaves the coke an additional form is filled by the MDO
which is known as Asset removal form.
All the legal documents are returned back to the customer and the cooler is shifted
to another shop which will repeat the process from asset injection to so on.
Then data is updated and stored with new customer information and old
information is removed from files but information resides on Basis.
When any problem arises in the chiller then the chiller comes to the work shop
and after repair the chiller is re issued to the shop keeper.

Customer Complaints:

Whenever any problem arises regarding chillers then CRP deals with it. Any
problem like gas leakage, paintings etc arise then customer calls CRP and tells the
problem with asset code address and shop name. Then this information is being sent to
the Chiller Work Shop and the elctrition and mechanics go to the required outlets and
resolve the problem the shop keepers are facing. After removing the problems the
electrition and mechanics hand over the report to the CRP and then the report is being
shown to the Marketing Service Manager (Ayaz Khalid) and then stored in Basis and in
files as well.

Chiller Verifications:

4
There are chiller verification officers who actually see the chillers present in the
market their condition, sales and damages and report to the chiller issuer who reports to
the MSM and try to recover the chillers from the market.

Market Research Activity

There are MROs (Marketing Research Officer) who actually visit the market to
see and evaluate the performance of the MDOs and SMOs. They evaluate the chiller
condition, advertisements and sales and MDO visits in the market.

Right Daily Execution Auditor

It is the person, who personally goes in the market and evaluates the performance
of the chillers condition, advertisement technique applications, like
 Bottle face
 Sticker place
 Bottle rack position
 Chiller flags etc

Personal Performance:

This is what I have performed there in Chillers Department.

 Chillers verifications for last four years

A two week project was assigned to me in which I have to complete four


years pending verification information about the chillers issuance and shifting. I
have completed all the verifications, there were near about 23,000 forms. There
were 6,000 to 7,000 forms of shifting which shows that this much shop keepers
are being shifted to the competitor (Pci). This was my first assignment which I
have completed.

 Chillers work shop

I have also gone to the chillers work shop where the chillers are being
maintained. Gas leakage, cooling problem, painting etc all the problems are
solved there. The Varoline Inter Cool has given its two or three chiller

5
maintainers to Coca Cola. Varoline itself pays to its chiller maintainers. I have
personally seen that how the problems are identified and how they are being
solved.

Chillers recovery (Zero Sales Coolers)

I also went to chillers recovery with MDO (Mohsin Raza). There MSM,
SM, ASM were present and trying to convince the shop keeper. Then I went to
plant and take Mr. Shehzad. The issue was that the shop keepers were not selling
the Coke products and competitors brands were there in Coke coolers. When we
went there and asked to hand over the chiller to Coke then the shop keeper
claimed that Coke has not given the periodic discounts from six months. Then we
involved the HR and recovered the chillers by giving the discounts.

Trade Marketing Department

Supervisor (Market Service Officer) Mr. Rehan Shah


Senior Supervisor (Trade Marketing Executive) Mr. Haris

Activation:

• In door advertisement of the shop or the outlet is known as “Activation”


e.g.

 Bp strips
 Counter branding
 Cooler head
 White menu board
 Flag
 Permanent poster
 Pet rack
 Counter top rate list
 Table tent
 Liter pack
 Ticker tape
 Menu card

6
 Combo deal stand board

Signage:
• Out door advertisement of the shop or the outlet is known as “Signage”.
e.g.
 Bill boards
 Counters
 Cabins
 Paintings

Activities:

They perform advertising activities for Coke. They are given the information
about the outlets addresses and asset codes by the MDOs then they go the particular shop
and paste the required material. Then they make report that this respective outlet has been
advertised and then submit to the MSM and enter the information in the Basis.

They are having “Pronto Advertiser” who are actually producing and
maintaining these types of activities. Coke is having near about four to five advertisers
for the brand advertisement Whenever Coke needs to advertise something then they
orders the respective company and then the order is being made and sent to the Coke and
finally pasted on the outlet.

Advertisement is in accordance with the outlet type and estimated sales. How they are
advertised it’s present on the Coke Book of Advertisement. The Coca Cola attached
with meal is a package of coke to increase the sale of the coke brands. All the
advertisement material is pasted according to the outlet shape and surroundings and sales.

7
Coca Cola and meal (The successful rule of activation):

From many past years Coca Cola is connected with the home and restaurants
meal. Now Coca Cola has initiated the activation kit.
Activation is being done in following stores
• Modern general store.
• Traditional general tore.
• Conventional restaurant.
• Fast food restaurant.
• Local food stand.
Modern general store:
1.5ltr pack is directly related with the modern general store. So the sticker of
1.5ltr must be displayed properly.
Ice cold flag must be placed at the outside top corner of the outlet.
Coke poster must be placed outside the outlet..
Bottler rack must be placed outside as well as inside the outlet.

Traditional general store:


Brand strip cooler branding price strip must be pasted inside the cooler rack.
Counter top must be present on the upper side of the wall.
Cooler head must be pasted on the upper portion of the cooler.

Conventional restaurant:
Shop sign must be pasted on the placed on the top up of the shop.
Counter branding the sign of the Coca Cola and meal must be painted with the
restaurant name.
Plastic poster must be pasted on the wall.
Brand strips cooler branding price strips must be pasted inside the cooler.
White board must be pasted outside the outlet on which the rates of the food
items are being written.
Flag must be posted outside the outlet.

8
Cooler head must be posted on the header of the cooler.

Stock Keeping Unit


(The Coca Cola Brands)

According to the Brands available at the outlet, the Signage and Activation
Officers go and paste the required materials in Chillers and in shops.

RGB 250ml
Coke Sprite Fanta Fanta 3G
orang citrus
e

Splash
240ml
Mango Apple

250ml NRB
Coke Diet coke Sprite Sprite Fanta Fanta
zero orange citrus

1000ml RGB
Coke Sprite Fanta

1500ml Pet
Coke Diet Sprite Sprite 3G Fanta Fanta Water
coke zero orang citrus
e

9
500ml Pet

Coke Sprite Fanta Water

Pulpy

400ml 1250ml

330ml Can
Coke Sprite Fanta

2250ml

Coke Sprite Fanta

This is all referred as the SKU (Stock Keeping Unit) which tell us about the
different types and packs of the Coke brands. When a MDO creates an outlet then how
much and what type of pack will be offered to the shop keeper is dependent on the outlet
type whether it is modern general store / traditional general store etc. then according
to that the trade marketing employees (TMOs) go to the outlet and paste their
advertisement material on the outlet.

10
Personal Performance:

 Activation of the outlet

I have gone to the market with a Trade marketing officer (TMO). We


went to different outlets and pasted the required advertisement in accordance with
the outlet type and estimated sales. Advertisements like
Bp strips
Counter branding
Cooler head
White menu board
Flag etc

 Signage of the outlet

I went with the signage officers who are working in the market to many
outlets and made advertisements of Coke. The advertisements like

Bill boards
Counters
Cabins
Paintings etc.

I went to the outlet with an MDO and SMO and pasted the Fishy (Counter Name)
On the top of the shop.

 Bill Board Designing Assignment

I have also designed many bill board designs. They are appreciated by the
Rehan Shah (Marketing signage officer) and Haris (Trade Marketing
Executive).These persons have recommended me to make more designs for
Coca Cola Brands. I am still working on the creative designing of Coke.
I have also made the Coke Identity Cards / Visiting Cards.

 Splash Lemon Activity:

11
When the New “Splash Lemon” is introduced then they were there with
me in DPG and were advertising their Splash by pasting the posters on the trucks
and giving flags to the drivers that they must paste the material in the outlets. I
have also distributed the flags and was pasting the posters on the trucks.

Sales Department

There are three parts of Sale Center


 Warehousing
 Sales Operations
 Shipping

Warehousing:

It is basically a store where the Beverage Stock is residing means that


empty bottles and filled bottles are present in it. Three supervisors are there in three shifts
which take the record of the present stock in the warehouse. FIFO method (First in first
out) means which item will come first it will be out first so that before the expiry the item
could be present in the market for the consumers.

Shipping:

It is the department for the fleet management. There are four types of fleet
 Trucks
 Loaders
 Cars for Management
 Bikes for the MDOs and MROs
All the information is being handled in the shipping Department. The
allocation of the fleet to any employee has following information
 ID Card
 Department
 Fleet number
 Engine number
 Petrol/CNG ratio
All the data is stored in shipping and the copies of the documents are
present in HR, respective department.

Work shop for fleet maintenance:

12
There is also a work shop for the maintenance of the fleet. On monthly
basis the fleets come in the work shop for the maintenance and even for management
daily checks are available for the fleet maintenance.

Sales Operations
It is the department where the targets are being allocated to the MDOs and
new strategies for the promotions of the brands are being implemented here. A complete
check and balance on the activities of the MDOs and their visits and attendance and
behavior.
It basically deals with
 Sales
 Targets
 Incentives
 Commissions
 New brand launching strategies and implementation
 Brand extension in the existing brand.

13
Sales coordination
The department which is working as the back bone of the Sales Department.

14
Activities:
 Coordination among distributors and company departments (Sales and Marketing,
Shipping, Production, Finance, and HR).
 Load management activities (Cash / Empty / load dispatch approvals for
distributors and routes).
 Distributor’s communication / correspondence regarding their A/R Ledger, empty
ledger and promotional schemes.
 Preparation of targets and commission for distributors and staff.
 Collection of daily sales forecast from field sales staff (Sales Composite Method).
 Supply Chain KPIs reporting (Key Performance Indicators).
 Distributors / staff claims processing.
 Distributors development plan monitoring.
 A/R and empty / shell recovery.
 Supporting direct route operations.
 Collection of activities / feed back from sales staff.
 ISCIMS now ISIS coordination.
 Monitoring of zero sales coolers.
 Monitoring of stock at distributors warehouse.

Coordination office:

15
This office deals with the whole procedures out loading and in loading of the
vehicles of distributors and MDOs.

Reports generated by the Sale Coordination Management

Documentations for the uploading and unloading.

 Demand load form


 Vehicle load dispatch
 Invoices
• Sales invoice (for Duty Paid products)
• Cash invoice (for Can, Pulpy, Kinley)
 Consignment given
 Empty deposit slips
 Route header form
 Cash slips
• A/R Ledgers (Advance Paid Amount Remaining Cash)
• Cash ledgers (for Hand to Hand)

Other Reports:

 Price list
 Commission and incentive list
 Sales forecast report
 Proposal for HTH discount, advance discount, periodic discount and
equipment injection.
 Last month visits summary report (planned field days, actual field days)
 Market visit report for (MDOs)
 Distributor sales forecasting and monitoring report
 Medical expense claim report
 Weekly Stock position in plant
 Leave application form
 Market activity report of the month (PCI/KO conversion KO cooler injection)
 Vehicle movement form
 Travel request form
 Expense reimbursement form
 Expense statement of the month

Personal performance:

16
I have performed near about all the activities which must be done by the
sales and coordination department must do. Like:

 I personally developed the documents for the uploading and unloading of


the distributor’s vehicles.

The procedure for un loading:

I. Distributor’s vehicle at plant for unloading


II. Distributors empty slips
III. Intimation at plant gate
IV. Empty and full in record at gate office
V. Shipping for unloading
VI. Empty deposit slip
VII. Empty settlement in accounts
VIII. Consignment return and route header
IX. Out from plant after security check.

The procedure for out loading:

I. Distributor’s vehicle at Sale Center for loading and


intimation at gate
II. Sales coordinator office (Load demand form
III. Shipping Dept for loading (out load form)
IV. Sales coordinator office (Sale Invoice, Empty deposit slip,
route header form)
V. Cash office (cash slip, A/R Ledger)
VI. Sales coordinator office for arrangement
VII. RSA for settlement
VIII. Shipping Dept (Excise document TP3)
IX. Out from sale center after security check

17
 I went with SMO (Sale Merchandise Officer) to the market on truck and
distribute the orders and take over the empty available on the outlets. The
SMO has three main documents without he will not be able to visit the
market.

o Shop code list (Addresses)


o Discount list (Different for different shop keepers)
o Sales invoice (order filling forms)
o Coverage report (Daily visit Plan Report)

I have observed that how the SMO talk to the shop keeper and what tactics
he uses while speaking.

 I have visited the market with MDO (Syed Mohsin Raza). He has three
Territories:

o Shah Rukne Alam Colony


o Bodhla town
o Bosan road with University

But I have visited only two because of less time and more work. We went
to different shop keepers for the product orders and to make good
communication with the shop keeper so that he could realize that he is a
part of Coke.

 We have created a Coke point (Multan Public School) which was


previously a Pepsi point but we easily tackled the administrator with our
discounts and samplings and chillers.

 Credit Notes Delivery:


I have also delivered Credit notes (Periodic discounts) to different shop
keepers of Koray Wala area with MDO. It is actually a note where the
discount per case is written and at the bottom total cases and their
respective discount is mentioned.

 Market Visit Report:


I have visited many shops with MDO and at the end I made the report on
the visits we have done in a single day. At that day we visited 30 shops
and discussed about their sales and tell them about the new offers of Coke.

18
Customer Response Survey:
I have also made a consumer response survey just to see where actually Coke
stands in Pakistan market.
I went to different areas of Multan, Lahore and Karachi and got enough
knowledge about the choice of the consumer about beverages. The result was in favor of
Pepsi due to its immense distribution than Coke. Brand availability is the main problem
for Coke.
The result is summarized as:-

Coke with Competitor (Choice Preference):

 30% said that Pepsi is better than Coke.


 19% said that Coke is better than Pepsi.
 51% said that they cannot compare two brands both are same.

Taste Difference:

 Consumer said that we prefer coke because its hard


 Some said that we don’t like killing coke because they remember the coke
past issue.
 Some prefer Pepsi because it has light taste.
 Some said Dew is more preferred in market then 3G.
 Some said that Splash apple/mango is adjustable.
 Some said that they are crazy for Splash apple.
 Splash Lemon is not adjustable in market.
 Some said that 5Rs lemon is better than the Splash Lemon of 12Rs.
 Splash Lemon is going towards Zero sales.
 Pulpy going cool because of real taste.
 Some said Pulpy is costly but due to taste we compromise.
 Some recommended Fanta because they said that it is hard than Mirinda

19
Availability:

 Coke brands like (MinuteMiad, Tin Packs, NRB Bottles) are less available
in the market at every outlet they are exclusively distributed.
 Other juices like Fresher, Shezan are more available than Splash and
MinuteMaid.
 Competitor has more and wide distribution than the Coke and their
products are widely available everywhere.
 Coke has less distribution than Pepsi.

Promotion/Advertisement:

 Pepsi is advertising their product on event basis like Cricket because


Cricket is more preferable everywhere in the world than anything even the
children from 10 to 15 yrs old and other elders and aged persons are fond
of cricket so Pepsi make advertisements on cricketers that’s why more
preferred.
 Pepsi make activities like they have done for Pepsi Max just to remind the
consumers that Pepsi is a part of their life.
 Coca Cola promotion is creativity based. They don’t go for event that’s
why they are having fewer shares in Pakistan Market because in Pakistan
less people know about the creative branding others are just event
absorbers.
 Coke has not done any promotional activity for any brand that’s why they
are facing problems in making their sales because people are less aware
about their brands.

These were some of the questions regarding consumer response towards the
products.
This research is very important for the Coke Management to better evaluate their
customers.

20
Brand Management

I have developed some promotional planes for Coke Brands just to create
awareness and loyalty in the consumers. It’s a part of brand management and it is being
done in Head Offices. This is not assigned by anyone but I personally created some
planes.

Promotional Planes:

 Race Competition
 Promotional Dialogues Activity
 School Activity
 Coke Brand Ambassadors Activity
 Coke Financing Activity
 Free Sampling Activity in colleges
 Coke Celebrating 14th August

Race Competition:
 There must be a race competition between ages from
Children 11-16yrs
Elders 17 to onward
 Everyone will be varying Coke Brand Ribbon on his arm.
 The participants will be allocated the names on the names of the Coke
Brands.
Reward:
1st Three bottles 1.5ltr
2nd Two bottle 1.5ltr
3rd One bottle 1.5ltr

Promotional Dialogue Competition:


 This is basically a cantonment side and college side activity where
everyone will be having 5mins to write some promotional dialogues on the
favorite Coke Brands.
 Then judges will announce the winner who will be having the most
effective Promotional Dialogues.
Reward:
1st pack of 1.5ltr (coke brands)
2nd pack of 500ml (coke brands)

School Activity:
Drawing Challenges for children. (Splash Bottles will be given to winners)
Quiz competition for elders. (Coke brands will be offered to winners)

21
Coke Ambassador Activity:
 This is the first time to be the innovator to choose brand ambassador.
 There must be an interview of the participants from different Universities
and Colleges for Coke Ambassador.
 A sale volume will be allocated to him that in this much period you have
to sell this much quantity.
 A Coke cape, t shirt, Coke Ambassador Card will be hand over to the
participants.
 Even there can be different Ambassadors for the different brands.

Reward:
Whoever completes the targets within the allocated time will get a chance
to be a part of Coke as an employee.

Coke financing for poor people (Trust):


 Coke must create its own trust for the welfare of the poor people.
 In universities and colleges there will be a separate quiz competition
for teachers and students.
 Whatever the reward is will be hand over to the Coke Trust or some
other trust for the welfare of the society.
 Tickets will be there for the participants of each 100Rs.
 After quiz competition there will be refreshment by the Coke for the
participants.
 Coke participating card will be given to them.

Free Sampling in Colleges:


 Free coke products will be given to students just to do promotion of
the Coca Cola Brands.
 It will create consumer loyalty towards the brand.

Coke celebrating 14th August:


 Coke must participate in these types of events because nations like
Pakistan are more oriented towards the events going in the
environment.
 Coke Jiay Pakistan must be pasted at most of the places so that people
could come to know that Coke is having Pakistan in its heart.
 Batches, caps and flags must be offered to shop keepers on the
allocated target sales volume.

22
Suggestions/Recommendations:

 Company should built effective distribution system with professional sales


force.
 Equally check on the market to see the good supply in market.
 Company should built good relations with shop keepers especially to
retailer by offering some good schemes.
 Good medical facility should be given within production plan so that
employees feel themselves secure.
 Company should try to improve their product image which is not good
especially in Multan market.
 Importance should be given to good display in the market.

 Employees should be encouraged to give suggestions.

 The corporation should provide more opportunities to their employees to


rise.
 Management of CCBPL should arrange different lectures for its staff from
time to time about current market trends and situations.

 Local worker should be preferred

 A low motivational work is present it must be removed.

 No recreational activity for the employees. Must be created.

 No compliments at all by the Boss towards employee. This should be


removed.

 Coordination program must be there for employees so that a healthy

 Environment for work can be maintained.

23
 There must not be a gap between employees and boss so that
communication gap could be removed for better understanding and
improvements.

 Un-planned activities must not be present like I have seen in internship


programs, chillers recovery, presentations, market visits and many
more.

 Looking towards the environment it is required that everyone must be


having Coke Ribbons oh his/her arms.

 Sweepers and cook must be having some uniforms that on the guest good
impression can be made.

 Job rotation principle should be implemented.


 Outside the T.G.M room, sitting arrangement is less. There must be more
space.

 At waiting room there must be Coke History Book. So that everyone could
know about Coke.

 Mess facility must be provided if not possible then there must be a specific
area there employees could go and eat lunch.

 Notice board is very boring. Even the place is wrong where it is pasted it
must be present in front of the accounts department.

This is what I have observed there in Coke.

When I am talking about the suggestions then definitely hey are the de-merits of
this organizations and some are required for the betterment of Coke.

24
At the end

I am very thankful to the Coca Cola Management for being so cooperative


and lenient with the internees. I have developed my personality here. I have
seen that how to communicate with a boss and sub ordinates and even with the
consumers and shop keepers.
I have learnt a lot from the market. This is my learning period which I
have spent in Coke.

Special Thanks to:

T.G.M Mr. Nadeem-Ul-Hassan


Assist.mgr HR Mr. Ali Kamran
AM assit. Mr. Salman khan
S&MM Mr. Imran Hashim
MSM Mr. Ayaz Khalid
TME Mr. Haris
MSO Mr. Rehan Shah
S.C.Exe Mr. Saleem Raza
RSM Mr. Ali Gohar
SM Mr. Sabir
MDO Mr. Mohsin Raza
SMO Mr. Shehzad

25

S-ar putea să vă placă și