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Documente Cultură
I have completed my
internship there and got enough knowledge about Coca Cola marketing strategies and
policies.
Marketing Department:
• Chillers department
• Trade marketing
Activation
Signage
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Chillers Department:
Chillers Documentations:
There are different types of documents for injection and shifting and removal.
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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
a) I.D card
b) Iqrar naama /Affidavit
c) Legal agreement
d) Electricity bill(latest by three months)
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
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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.
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:
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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.
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.
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:
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
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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.
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.
Activation:
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
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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.
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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.
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.
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Cooler head must be posted on the header of the cooler.
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
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500ml Pet
Pulpy
400ml 1250ml
330ml Can
Coke Sprite Fanta
2250ml
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.
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Personal Performance:
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.
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.
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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
Warehousing:
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.
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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.
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Sales coordination
The department which is working as the back bone of the Sales Department.
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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:
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This office deals with the whole procedures out loading and in loading of the
vehicles of distributors and MDOs.
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:
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I have performed near about all the activities which must be done by the
sales and coordination department must do. Like:
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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.
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:
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.
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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:-
Taste Difference:
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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:
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.
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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
School Activity:
Drawing Challenges for children. (Splash Bottles will be given to winners)
Quiz competition for elders. (Coke brands will be offered to winners)
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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.
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Suggestions/Recommendations:
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There must not be a gap between employees and boss so that
communication gap could be removed for better understanding and
improvements.
Sweepers and cook must be having some uniforms that on the guest good
impression can be made.
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.
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.
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At the end
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