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EXECUTIVE SUMMARY

Role of Marketing Department in the improvement process continues to be at the


vanguard of strategy contest not only in this part of the world (Pakistan) but also in other
countries. Most of the specifics about promoting brands have been renowned in the entire world.
The competitive allege for marketing department are infinite, containing promotions and
strategies that make possible for them to survive in persistently varying environment (Such as
technology) of world. By applying Strategic marketing concepts the company can achieve its set
objectives and goals.

Coca-cola’s headquarter is in USA and there are more than 200 countries in which it is
acting as a host company. In Pakistan there are 9 plants and over 1800 employees, 8 plants are
functional and three plants in Lahore, Gujranwala and Rahimyar Khan have achieved the Quality
system award.

Coca-cola with its 450 brands is claiming to be the world’s best non-alcoholic beverage
maker and is yet proving his claim by having 63% share in the world market and they are
fulfilling their promise to maintain a standard and proving to become a quality symbol. And their
aim is to serve the nation by making only non-alcoholic drinks and to give the world a cool and
fresh treat.

I did work and performed my Specific duties under marketing department. And also
perform some tasks and learn the basic functions of following department

 CIT Department
 Key Accounts Department
 Coordination Department

These departments give proper and appropriate information to me. I come to know how these
departments perform their duties. I have got good experience and know that how these
departments are working for the growth of Coca-Cola beverages.
Department of Business Administration 1
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Multan
INTRODUCTION

Coca-Cola (also known as Coke) is a popular carbonated soft drink sold in stores,
restaurants and vending machines in over two hundred countries. It is produced by The Coca-
Cola Company, which is also occasionally referred to as Coca-Cola or Coke.

It is one of the world’s most recognizable and widely sold commercial brands. Coca-
Cola's major rival is Pepsi. Although Coca-Cola has been the target of urban legends decrying the
drink for its supposedly copious amounts of “acid”, or the "life-threatening" effects of its
carbonated water but still it is the most in-style soft.

About its safety and the ethics of the company that produces it, it is widely accepted as the
most dominant soft drink in the world today.

Originally intended as a patent medicine when it was invented in the late 19th century,
Coca-Cola was bought out by shrewd businessman Asa Griggs Candler, whose aggressive
marketing tactics led Coca-Cola to its dominance of the world soft drink market throughout the
20th century.

Although faced with accusations of perverse side-effects on the health of consumers and
monopolistic practices by its producing company, Coca-Cola has remained a popular soft drink
well into the first decade of the 21st century.

Now the company’s products are sold through 3500 fountain wholesalers and distributors.
Now the soft drink are asked for by name more than 524 million time a day, in more than 80
languages and in approximately 168 countries.

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HISTORY

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from
Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle
in his backyard. The name was a suggestion given by John Pemberton's book keeper Frank
Robinson.
It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist
Dr. John Smith Pemberton to rename and rewrite the formula for his popular nerve tonic,
stimulant and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if
not all, of the city's druggists.
So when the new Coca-Cola debuted later that year - still possessing "the valuable tonic
and nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead
of wine - Pemberton advertised it not only as a "delicious, exhilarating, refreshing and
invigorating" soda-fountain beverage but also as the ideal "temperance drink." It is said coke was
discovered when DeLuise, a 19th century American soda jerk accidentally hit the soda water
spigot, adding carbonated water to the syrup in the glass. The result was a "happy accident": the
invention of Coca-Cola.

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Vision Statement

Vision Statement is;

“To achieve sustainable growth; we have established a vision with clear goals. Maximizing return
to shareowners while being mindful of their overall responsibilities, being a great place to work
where people are inspired to be the best they can be, Bringing to the world a portfolio of beverage
brands that anticipate and satisfy peoples’ desires and needs, Nurturing a winning network of
partners and building mutual loyalty.”

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Mission Statement

Their Mission Statement is:

“To serve the nation by making only non-alcoholic drinks and to become the Market Leader by
giving the world a cool and fresh treat. We will carry out our operations in ways that Protect,
Preserve and Enhance the Environment we work in. Highly qualified professionals guide our
activities, which provide a framework to transform this principle in actions. That is the key to
fulfilling our ultimate obligation to provide consistently attractive returns to the owners
(shareholders) of their business.”

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Objective

According to the Coca-Cola beverages:

“Quality is more than just something we taste, see, or measure. It shows in our every action. We
relentlessly strive to exceed the world's ever-changing expectations because keeping our Quality
promise in the marketplace is our highest business objective and our enduring obligation.”

More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...

 The Symbol of Quality


 Customer and Consumer Satisfaction

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- :The COCA-COLA Company Values

Our shared values that we are guided by are:

 Leadership
 Passion
 Integrity
 Accountability
 Collaboration
 Innovation
 Quality

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:Functions of CCBPL

The functions that CCBPL is performing are:

 Complete organizational management


 Manufacturing
 Packaging/Bottling
 Selling
 Partial Distribution
 Advertisement

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Coca Cola's Six Strategic Priorities

1. Accelerate carbonated soft-drinks growth led by coca cola


Coca Cola leads with their strengths. Carbonated soft drinks remain their most profitable
business and Coca Cola is the most popular brand in the world. This strategy paves the way for
growth.

2. Selectively broaden our family of beverage brands to drive profitable growth


Enormous opportunity exists in categories such as juice and juice drinks, bottled water,
teas, energy drinks, coffee and more.

3. Grow system profitability and capability together with our bottling partners
Coca Cola is a company of relationships, and one of our most important relationships is
the one we share with our bottling partners. In 2003, those relationships became more profitable
and productive.

4. Serve customers with creativity and consistency to generate growth across all channels
We will continually strive to increase growth for the customers' businesses, helping
create a context for the company's growth.

5. Direct investments to highest-potential areas across markets


Coca Cola tailor their business approach to the individual marketplace based on its
stage of development. In this way, we direct our investments in a way that makes the most
business sense.

6. Drive efficiency and cost-effectiveness everywhere


By leveraging technology, creating alignment across business units and achieving
economies of scale, we are able to operate with more efficiency.

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Coca Cola's Management by Objectives

Management by objectives is a process of management that emphasizes the role of


leadership and communications in the organization and control of the business. It is a method of
managing managers rather than the workforce at large. The following shows how Coca Cola is
managed, by the three basic elements in management that Coca Cola uses by the objectives:

· The identification of agreed goals by a manager and a subordinate.


· The definition of the subordinate's responsibilities in terms of agreed results.
· The use of agreed goals and responsibilities to control the progress of the business.

Departments of Coca Cola

Every organization is made up of different departments, each of these departments help


Coca Cola achieve their objectives. As Coca Cola is a large multinational company, the amounts
of departments are huge. Each country has their own Head Office and departments. Coca Cola is
geographically split into five geographic operating segments, also known as strategic business
units (SBU's). The five SBU's are North America, Africa, Asia, Europe, Eurasia and Middle East
and finally Latin America. If all these departments perform in the correct way then that will
continue the success of Coca Cola.

There are 6 functional departments within Coca Cola, these are:

· Marketing
· Finance
· Packaging
· Sales
· Research and development
· Administration

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Marketing

The Coca Cola marketing department at the Atlanta Headquarters develops core
strategies for company brands to ensure that all communication is consistent in every market.
With this cohesive effort, the Coca-Cola system maximizes its resources for market leadership
and profitable growth. The marketing departments are responsible for marketing the products and
advertising the products and promoting the products. If all these departments perform their duty
firmly then the objectives of The Coca-Cola Company will meets.

Finance

The finance department of the Coca Cola Company is responsible for financial record
keeping. This involves keeping records of money received and paid out. The financial records
will be used to produce the annual reports for the shareholders so that they can see the company
performance. The Finance department is also responsible for the management accounts of the
business like marketing etc. The Coca-Cola Company finance department is also responsible for
making budget of the company and for each department like marketing department or research
and development department. They will also be involved in the planning process like taking over
or any major decision.

Packaging

The packaging department of The Coca-Cola Department is responsible for the packaging
of the products. They have to make the packaging attractive so that that product meets the eyes of
the consumers. Bringing new products package is their responsibility. It works with the
companies bottling partners to produce an attractive combination.

Sales

The sales department of the Coca Cola Company is to coordinate the selling program.
They also have to make the distribution methods, etc. Also, decide how much to sell and how

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much to store in the warehouse and to choose the transporting method which is the most cost
efficient and the quickest way.

Research and development

This department has their budget given by the finance department and their responsibility
is to investigate new products. They work closely with marketing by looking at marketing
research findings. They have to bring new products in the market for the change because the
consumer cannot stick with the same old products. If necessary then they also have to improve the
quality of the products. The Coca-Cola Company research department has done a lot of research
and recently they have launched many new products like Diet coke with lemon, Fanta Tropical,
Minute maids, Fanta raspberry, Fanta blue berry etc.

Administration

This department is essential for keeping the business going. They act as a help support of
the company, it is not the central purpose the business but every business organization would
need this department. Most businesses rely on administration to be organized. They deal with
enquiries, give messages produce documents and give information to any customer. The
complaints that this department will get would be transferred to the research and development
department to make the product better or fix the problem that the consumer is having. These
departments are the most important department of The Coca-Cola Company because they helps
the company to meets the objectives of The Coca-Cola Company i.e. surviving, customer
satisfaction and make more profits. As I said that the help desk department satisfies the customer
by providing the information they needs and taking the complaints and passing to the research
and development departments who improves the products.

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COKE IN PAKISTAN

The Coca-Cola Company is a global company with some of the world's most widely
recognized brands, the Coca-Cola business in Pakistan has completed its 50 years of operation.
The beverages are produced locally, employing Pakistani citizens. And their product range and
marketing reflects Pakistani tastes and lifestyles, and they are deeply involved in the life of the
local communities in which they operate

The Coca-Cola Company began operating in Pakistan in 1953. Benjamin H. Oehlert


Junior, former senior vice president of The Coca-Cola Company, served as United States
Ambassador to Pakistan from 1967 to 1969.

A BRIEF HISTORY OF COKE IN PAKISTAN

• In 1953 the brand itself was Introduced i.e. Coca Cola


• In 1961 Concentrate Plant was set up
• In 1965 Fanta (Orange) was Introduced
• In 1972 the clear fizzy drink Sprite was Introduced
• In 2001 Diet Coke was Introduced for the diet conscious target market
• In 2005 Sprite Zero was launched which claimed that it had zero calories
• In 2007 bottled water was introduced under the brand name of Kinley
• In 2007 Fanta Citrus was launched with a touch of lemon in it
• In 2007 Sprite 3G was launched which is termed as an energy drink to counter (Mountain
Dew)
• In 2008 Minute Maid Pulpy Orange was introduced but it was being manufactured in
China
• In 2008 Minute Maid “Splash” was introduced which had two brands under it, namely
Mango and Apple.

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Plants of CCBPL:

CCBPL has six plants in total through out Pakistan situated in different locations,

which are:

1. Karachi

2. Hyderabad

3. Lahore

4. Sialkot

5. Gujranwala

6. Multan

7. Faisal abad

8. Rawal pindi

9. Peshawar

10. Rahim Yar Khan

CCBPL is going to open its new plant early next years at Islamabad.

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COCA COLA BAVERAGES LAHORE

Lahore Beverages was established in 1959 on Rivand road Lahore which was it’s combined
Plant. Later on it’s Head office was shifted to the liberty chowk, and it’s one interrelated group of
departments was shifted to Industrial Area Kot Lakhpat. This combined group include the CIT
Department, Trade Marketing, Key Accounts Department, Coordination Department. These all
departments basically perform the sales related activities. There thy uses two types of distribution
system.

• Direct Distribution

• Indirect Distribution

Direct Distribution

In direct distribution the Sales and Merchandising Officer take care of sales and
merchandising of product on their routes. The Market Development Officer coordinate and
manage the sales manager of their area, and also constantly look to attract more customers and
retain the current ones by ensuring their satisfaction.

The daily route settlement that is the supply that the delivery vehicles take to the market is
authorized and checked by Market Development Officer (MDO) and regional sales manager, to
ensure that a balance mix of product range is made available to the customers. The cash and
invoice of daily sales are submitted inside the distribution center at the end of the day. To ensure
that the monthly sales target is met, daily sales are examined and it is made sure that the daily
target is met.

Indirect Distribution

This is easier to give the distribution to local agencies and also decreases the burden on
SMO. But it is used in less commercialized areas. The agency in return gets a commission on
their sales because the system is not directly influenced by the company, the approach is not as
professional as the direst distribution system.

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But it is more cost effective for the company, since agency uses its own resources to carry
out the sales. As company’s own vehicles are not capable of working is these congested areas and
crowded areas, the agency makes it easy for the company to make sales in those areas.

Major Difference between direct and indirect distribution

Market:

The target market that comes under direct distribution is more commercialized as compare
to the market under indirect distribution. Indirect distribution deals with areas that are less
developed and while direct distribution deals with more developed areas and outlets.

Time and cost factor:

As indirect distribution employs its own resources for sales, it is more cost efficient for
the company. On the other hand, in direct distribution, company has to use its own resources such
as delivery trucks, sales managers, drivers, loaders and effort. And also the indirect area is less
accessible by the company vehicles and the services of the agency makes delivery more efficient
in those areas.

System:

Direct distribution uses a proper system that is ran by well qualified and trained managers,
this ensures an efficient system in direct sales. On the other hand indirect distribution does not
have properly trained managers for running the system. This decreases the efficiency of the
system and as a result, the sales become less effective.

Route settlement:

In direct distribution, daily route settlement, that is supply that the supply that delivery
vehicles take to the market, is authorized and checked by MDO and Regional Sales Manager, to
ensure that a balance mix of product range is made available to the customers. In indirect
distribution this procedure is not followed regularly.

Area coverage:
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As the outlets under direct distribution are in more commercialized area, their coverage is
more as compared to indirect outlets. Outlets that come under direct distribution cover more area
and more customers, on the other hand indirect outlets have comparatively less coverage and
customers because of the locality and competition among outlets among a small area..

Sales potential:

Sales and demand in a single outlet is more in direct distribution as compared to indirect
distribution. This is because of the density of outlet in indirect distribution areas.

Incentives:

Outlets under direct distribution receive more discounts than outlet under indirect
distribution. The cause is the commission for that the agency receive for their services. While
direct distribution gives more discount to outlet which gives more profit to outlet.

Commitment:

The management in direct distribution is much more committed to their duties as


compared to the management of indirect distribution. Management in direct distribution put in an
extra effort to ensure increase in sales, while management at indirect distribution does not put in
that much effort.

Product range:

The product range that is distributed by indirect distribution is small as compare to the
direct distributors. Direct distributors put more effort to increase the popularity of different brand
to increase sales, while management in indirect distribution concentrate only on fast moving
brand such Coke and Sprite and try to avoid other brands.

Accountability:

As a proper structure exists in direct distribution, there is a hierarchy of managers who


report to their upper management. This makes sure that everything is done properly. While in
direct distribution there is limited accountability in decision making.

The Hierarchical Structure of the Lahore Plant


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PEST ANALYSIS
Political Factors
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The political environment of Pakistan affects the coca-cola beverages and Coca-Cola
Export Corporation, to some extent. For instance, the political instability in Pakistan causes trade
and import policies to change rapidly as the government changes which causes many problems in
the import of raw materials. Trade barriers such as tariffs and duties on the import of syrup
(concentrate) from USA increases the operational cost. A relaxation has been given by the current
government. So the situation for the beverage industry is getting better day by day for the last
couple of years. Also the policies have been more or less constant and also the emaciation of free
trade zones by the government will help the Coca-cola to flourish more effectively in Pakistan.
Economic Factors

The economic condition of Pakistan has not been stable for a long time but The recent
economic indicators suggest that the economy is growing and macroeconomic issues are getting
sold but at the same time there has not any marked increase in the consumer buying power
(inflation). When the recession occurs the price of bottles are dropped down to increase the sales
and to achieve the targets of the company. So overall economy of Pakistan directly affects the
cost and price of the Coca-Cola Company.

Social Factors

Being a foreign based company Coca-cola faces opposition by Muslim activists. The main
social issues are:

It faced scandal of humiliating Muslim’s religion that when the inverted image of Coca-
Cola brand name is being viewed on the mirror it disgraces the name of Holy city Makkah and
Hazrat Muhammad (P.B.U.H). This was a wrong conception as there was no reality in it and this
scandal was flopped after a short span.

One of the greatest social barriers to coca-cola Lahore is the restriction of coke in the campus
premises. Jamiat’s strike to coke affects the sales and overall image of coke as a larger number of
students from all over the Pakistan are studying in the University of The Punjab. But on the
contrary in the all parts of the country coke is viewed as the partner in the major events like

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Basant and promoter of music thereby making a place in the hearts of young generation of the
society.

Technological Factors

The making of Coke, Fanta, Diet coke and sprite involves "mixing and blending, filling
and capping ". For this process, concentrate or syrup is imported from USA and is then mixed in
the local plants .Machinery for the local plants was also imported but now the coca-cola company
follows Local content law as most of the spare parts are locally made. The system is automated
and equipment is fully operational and up-to-dated. In technology Coca-cola company is far
ahead than the several other local beverage brands of Pakistan. It is a Highly Technical 10 Steps
Process. Which are all done in the local plants using local content law.

Uncontrollable Elements
Whenever any business start operating in two or more than two countries, it come across
some of the problems which are beyond the control of business , like legal restraints, government
controls, weather, consumer behavior, economic conditions of the host country, social and
cultural factors, geography & infrastructure, channel of distribution available, level of technology
and competitive forces. These problems are different in all the countries in which business starts
its operations. So business has to design a separate framework for each country to overcome these
problems.

SWOT ANALYSIS

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Strengths

Coca-Cola has been a complex part of Pakistani culture for over a half century. Being a
strongly recognized brand the product's image is loaded with coolness and refreshment, and this
is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-
shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-
Cola's greatest strengths. "Enjoyed more than 685 million times a day around the world Coca-
Cola stands as a simple, yet powerful symbol of quality and enjoyment".

Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them
to conduct business on a global scale while at the same time maintain a local approach. The
bottling companies are locally owned and operated by independent business people who are
authorized to sell products of the Coca-Cola Company. Because Coke does not have outright
ownership of its bottling network, its main source of revenue is the sale of concentrate to its
bottlers.

The Coca-Cola Company in Pakistan has the mover advantage, as it was the first to
introduced soft drink. There are 8 plants working in Peshawar, Karachi, Lahore, Gujrawala,
Rawalpindi, Faisalabad, Raheem Yar khan, and Multan. These big plants have employed more
than 1800 employees. Duopoly of two main beverage companies in Pakistan including Coca-Cola
has been diffused into the local markets.

Weaknesses

Although domestic businesses as well as many international markets are thriving, Coca-
Cola has recently reported some "declines in unit case volumes due to reduced consumer
purchasing power”

Coca-Cola on the other side has effects on the teeth's which is an issue for health care. It
also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being
addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect
on your body after few years (International report of Coca-cola).

Out of twelve plants, eight are the operational plants while two are franchised with other
group of companies, which is a drawback for coca-cola in Pakistan as in these two plants the
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involvement of Coca-Cola International is not present which effects the overall image of these
plants in the local market about the quality and international standards.

Opportunities

Brand recognition is the significant factor affecting Coke's competitive position. Coca-
Cola's brand name is known well throughout 94% of the world today. In Pakistan it is the well-
known brand among the people of all ages specially the children are more attracted towards the
coke.

As Coca-Cola is in business of soft drinks and has more than 450 brands allover the
world, but in Pakistan they have only five brands, so there is a potential in Pakistani market for
other brands too. Pakistani weather is hot and humid. This causes a tremendous growth in the
sales during the summer season. There are few areas where coke is yet not available so there is
opportunity for coke to get there and increase its market share.

Packaging changes have also affected sales and industry positioning, but in general, the
public has tended not to be affected by new products. Coca-Cola's bottling system also allows the
company to take advantage of infinite growth opportunities around the world. This strategy gives
Coke the opportunity to service a large geographic, diverse, area.

The unique formula (concentrate) is being imported from U.S.A and it is then processed in
the local plants, this resists the copying of formula and formation of fake formula thus keeping
the taste of pure and real Coca-Cola revitalizing and tempting.

Threats

Currently, the threat of new viable competitors in the carbonated soft drink industry is not
very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is
very strong, but consumers are not necessarily married to it. Possible substitutes that continuously
put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate ("Cola
Wars", 1991).

Even though Coca-Cola and Pepsi control nearly 5% of the entire beverage market, the
changing health-consciousness of the market could have a serious affect. Of course, both Coke

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and Pepsi have already diversified into these markets, allowing them to have further significant
market shares and offset any losses incurred due to fluctuations in the market ("Cola Wars",
1991). In Pakistan the consumption of cold beverages is 5% which have to be stabilized.

Consumer buying power also represents a key threat in the industry. The rivalry between
Pepsi and Coke has produce a very slow moving industry in which management must
continuously respond to the changing attitudes and demands of their consumers or face losing
market share to the competition. Furthermore, consumers can easily switch to other beverages
with little cost or consequence.

COCA COLA SALE DEPOT

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All the work related to the Sale and marketing is happening in the sale depot. There are
four major department which are basically performing all the activities which are for making the
Coke available in the Lahore and growing the sales and make effective and proper distribution in
Lahore and it’s relative areas. This combined group includes the CIT Department, Trade
Marketing, Key Accounts Department and Coordination Department. These all departments
basically perform the sales related activities.

THE HIERARCHIAL STRUCTURE OF MARKETING SERVICES


DEPARTMENT

Sr. Marketing
I was posted in the Marketing Department. Services Executive
The Hierarchical Structure in this Department is
shown.
TMO MSO MSO
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There are four departments in this unit

• CIT Department

• Trade Marketing

• Key Accounts Department

• Coordination Department

Regarding the relationship between these department the key accounts does not directly
effects the other departments . Coordination department Coordinates with all department and CIT
works under Trade Marketing.

CHILLER INJECTION TEAM

CIT Department plays a very important role in Coca Cola Beverages Pakistan limited. CIT
department means cooler injection team or chiller injection team. Basically without this department Coca
Cola Beverages Pakistan limited can not work in effective ways. You can also say, without this
department you can not perform your function in effective way.

This is the department for receiving and sending the equipment like Refrigrators, coolers etc. They
received these coolers from Verio Line. Verio Line is manufacturing company who made these types of
coolers

This company sends different types of coolers to Coca Cola beverages Pakistan limited. You can
say that according to the requirement of the company. This is warehouse of coolers where stock is always
ready to go in to the market

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Here, this department distributes itself in some different parts.

 Stock- New coolers for injection


 Complaints units ready for Re-injection
 Retrieved units ready for Re-injection
 Retrieved units ready for quality assurance
 Washing Area
 Repairing Line No 1
 Repairing Line No 2
 Meeting spot field staff

Stock New coolers for injection

Here is very important part of CIT Department where all new coolers are for injection at
any time according to the customers demand. If nay customers demanded for new coolers then,
new cooler is given to him from new stock of cit department.

Complaints units ready for Re-injection

Here are some units or some coolers who have some complaints, then for this here is part
of CIT Department that first of all it removes the fault and solves the complaints. Then after this
those are ready for injection. And these coolers send to the shops and any outlet.

Retrieved units ready for Re-injection

CIT Department gives coolers to shopkeeper to use it and give maximum profit to the
company. But if the shopkeeper misuses it and use this cooler for competitors product then cit
department retrieved the cooler from that shop and put into this part of the CIT Department.

These coolers always ready for Re-injection and send it to other shops departmental stores
and earn profit from it.

Retrieved units for quality assurance

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Some units are retrieved for quality assurance. For fulfilling the purpose, they retrieved
the units or coolers from the shops and stores and fulfill the requirement. They put these coolers
in the part of quality assurance of the CIT Department.

Washing Area

Here is washing area in the CIT Department .where coolers are washing but those coolers
who have need for wash. Mostly this department washes those cooler who have repairing problem
or any part of the cooler that repaired is washing there.

Repairing Line NO 1

Here is repairing line 1 that performs repairing system for CIT Department. This is
workshop in which all the workshop cases are handled. Mobile workshop lifts the coolers from
outlet and come in CIT department. And after this it repairs in this line. Here all the equipments
still worked on the conveyers and try to remove the fault

Repairing line No 2

Here is repairing line 2 that performs repairing system for CIT Department. This is
workshop in which all the workshop cases are handled. Mobile workshop lifts the coolers from
outlet and come in CIT department. And after this it repairs in this line.

Mobile Workshop Base

Mobile workshop base is very important method to solve the complaints because without
this CIT department is not able to solve the big problems. It means if there is any big problem
then this complaints transfer to mobile workshop base.

If the problem is big like compressor problem and gas charging then there are two options that
are handled by me.

1. One person goes to the market with mobile workshop vane and solves the problem
2. Lifting the equipment from the shop and after repairing it will again sent it to shop
One person is there in CIT department who handled all these types of problems.

Mobile workshop outstation


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Basically it is also very important because if this is not exist in the CIT department then
CIT department can not solve the complaints those are related with outstation or it means related
to another city.

Time limit to solve the complaints

Complaint is not a good thing. Company wants to solve this compliant as soon as possible
because, company wants to create good image in public mind. So, normal time limit is 24 hours.
Within this time complaints should be handled when it is registered. If there is a big problem then
48 hours are maximum time limit to solve the complaints without any excuses.

Gate pass system

Each cooler that is sent by the company with the help of CIT department has a get pass.
This document that is an approval, hat this equipment passed from the gate.

With the help of this document equipments are easily passed away from the gate. If this gate pass
document is not ready then no one equipment passed from the gate.

TRADEMARKETING DEPARTMENT

Trade marketing is very important department in CCBPL. Trade marketing department plays a
vital role in the progress of CCBPL. With the help of this department this company easily moves to the
market and create awareness in the market.

Some company uses different techniques for advertising. But Coca Cola Beverages Pakistan
Limited have proper department for this that is Trade Marketing department.

This department plays a great role in advertising and with the help of this department CCBPL is in
a position to promote their product in the market in very effective.

Advertising of CCBPL in any outlet either it is small or big one this is the responsibility of this
department. It dose not concern with low and high worth of the shop or outlet. Its aim is to increase the
publicity in the market..

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First of all they visit the market and they evaluate the market where are those types of outlet or
areas where we can advertise our product Then they demand for promotional material from the Head
Office and Plant that we need the promotional material for promotion purpose.

They also told them about those types of material what they want to display in the market. Then
we need this type of promotional material that we want to display in the market. They also told to
management about that how much quantity we need and also told about that we want to cover this area for
promotion purposes.

Promotional material

All the promotional material of the Coca Cola Beverages Pakistan Limited is received in CIT
department then again they use gate pass system and authority approval for sending any promotional
material to any outlet or any other places. All the promotional material is handled by CIT department like
receiving and sending.

Bases of promotional material

There are two major bases on which trade marketing department easily promote their product and give
promotional material in the market. These are as follows;

 Shopkeeper's demand
 MDO's request

Shopkeeper's demand

Shops and outlets are very important places where this department can play vital role easily. And
also this department can advertised their material on this outlet or shop. But if shopkeeper agrees
to advertise the Coca Cola products then they told to management that we want this type of
promotional material.

If shopkeeper wants to display sign board then they told to the company workers. After
this company told to ad sell agency to make a sample for that.

First they make sample and sent it to company and company sent it to shopkeeper for
deciding that either it is right or not. If shopkeeper approver it and signed then it gives it to Ad
sell agency and then finally it made. All the expenses of this advertising are paid by the company.
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MDO's Request

MDO's are basically marketing development officers who visit the market and check that where
we should promote our product. And also check that either this place is good for the company and
promotional material as well. MDO's told to this department about the promotions and then they decide
what to do? How to do?

On the basis of MDO' Request company provide promotional material according to the requirement.

MAJOR MARKETING TECHNIQUES

Direct marketing

This is very important for each company that is, it deals with its customers directly. When you
move directly to customers then you can say that you are using direct marketing you go the market without
distributors to shops, outlets and customers and fulfill the customer's need.

Trade marketing department basically works on BTL. BTL means that Below the Line, that’s
means direct marketing through signage. For this, CCBPL uses three vendors like, Ad sell (Retail
Solution), Ramzan & Rizwan and finally master publicity.

Advertising Agencies

Advertising agencies are very important for each company because it plays a vital role in
the promotion of the company. Advertising agency offers its services to different companies who
wants to promote it self.

With the help of advertising agency you can easily promote your product in the market
and create great awareness in the market. This is not only important for product but also
ultimately company benefits. With the help of this you can easily create competitive edge in the
market. Due to this you can beat your competitor in the market. Just like that Coca-Cola company
beliefs on advertising.

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They have advertising agencies they are not using only one but also looking for any other
advertising agency. They evaluate their work and then offer them to perform some function for
Coca-Cola Beverages Pakistan Limited.

There are three vendors of Coca-Cola. Those three are as follows;

 Ad sells (Retail solution)


 Ramzan Rizwan & Brothers
 Master Publicity

All three advertising agencies play a great role in the promotion of the company. These
three advertising agencies plays its own role for the Coca-Cola and offers then different services
for Coca-Cola. They charge prices against them. They take decision against its on work. Each
company decides on the behalf of itself that what they want to do for Coca Cola and how they
perform its own target that given by Coca Cola.

They all have its on target and also they have its own strategies for achieving these types
of target but mostly Ad sell mostly contributes its part for Coca-Cola.

Add sell

Ad sell basically plays its own role on the promotional activities for Coca-Cola. Mostly
cases related to promotion and advertising handled by this company in Lahore.

Trade marketing department gives some work Ad sell agency then they perform this
function. 75% of adverting of Coca-Cola handled by Ad sell agency. This is well established in
Lahore.

This advertising agency charge fixed prices from Coca-Cola beverages Pakistan Limited.
They already fixed their prices with Coca-Cola. They perform their on fixed rates. The brand
name that this company uses itself is (Retail Solution).

They also offer some services to Coca-Cola like repairing of advertising material like
signage problem.

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The question arises How can they perform their function to the Coca-Cola

So, when MDO's conduct survey in market and they find out new places for advertising
then they told to trade marketing department. Trade marketing department told to Ad sell or
Retail solution that you should try to solve it.

Then they make a sample of advertising and promotion material that MDO'S and trade
marketing department required. If this tender passed then trade marketing department allows to
retail solution that they made this type of signage. If shopkeeper wants to display sign board then
they told to the company workers. After this company told to ad sell agency to make a sample for
that. First they make sample and sent it to company and company sent it to shopkeeper for
deciding that either it is right or not. If shopkeeper approver it and signed then it gives it to Add
sell agency and then finally it made. All the expenses of this advertising are paid by the company.

This is another option that if sale person go to the market for sale and shopkeeper wants to
signage of it own shop then they demand for it. Again this demand told to trade marketing
department that this shop required signage and they want to increase the promotion of Coca-Cola.
Then trade marketing department told this to Ad sell or retail solution that make a sample for this
shop or outlet. Retail solution makes a sample for this. Ad sell agency sends this sample to trade
marketing department. Trade marketing department send this sample to shops or outlets to
confirm that it is correct or not because they check that with Coca-Cola, our restaurant product is
prominent or not. If they decide then they signed and final it. After some days this signage display
at this shop or outlet. Add sell is basically is established company. They don't want to damage
their goodwill, for this they provide quality services to Coca-Cola because they offer print media
services means signage etc.

For print media, they use very good quality paper for printing. They called it Media. This
is the paper on which they print the promotion activity.

They are also using very beautiful and attractive colors for printing. They don't want any
claim for anything that they print on the paper for advertising.

Indirect marketing

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This is also very important for the company because those areas, those are not covered by the
department and also very far away from the department then you are using indirect marketing.

And reach at that point through indirect way. Like you used agencies and go to the market through
this. You can also reach the market through distributors, wholesalers, etc when you are not in a position to
reach the market directly to customers or nay other place.

Trade marketing department uses ATL. It means Above the Line. This means can producing T.V
ads, roads signage etc. for this CCBPL has a company that name is Pronto promotion.

Pre-selling

Pre selling is very important for the CCBPL. It plays a vital role in increasing the sales. With the
help of this you can easily increase the strength of the company means (Coca-Cola Beverages of Pakistan
Limited).

In this technique you can increase your sale because you take order of product at one day and very
next day you give this order to the same shop or outlet. Form where you get the order.

Employees go to the market and booking the order from outlet and shops. Then this order told to
management, MDO cover this order according to the relevant areas. MDO told to sales man about this
order and give them some instruction about the sales.

Then sales man goes to the market and covers his order according to given instruction and give
stock to particular shops or outlets.

DIRECT MARKETING EXPENCE DEPARTMENT

DME department is very important for each company because it handles all the expenses of the
trade marketing department. It means Direct Marketing Expenses Department. All the expenses are
handled by this department.

All the budget or expenses of trade marketing department are handled by direct marketing
expenses department. It allocates the budget for trade marketing department.

Tax evaluation

This is the department responsibility to evaluate the market and told to management about the
market. Tax is paying at each and every thing. They have to pay tax on advertising material. First they

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evaluate the market through MDO's and judge that about promotional conditions on the market.
Employees survey the market to notice that how much paints of Coca-Cola company on shops and walls.

Because according to shops paints they have to pay tax. There are no fixed prices for every
promotional material in the market. They pay tax according to the size and location of the paints.

This is the responsibility of the trade marketing department that they evaluate the market and told
to top management. Then they are in a position to pay the tax in very effective way. Trade marketing
department has to pay tax. But tax depends on two things.

 Size of the paint


 Area or location
Size of the paint

If size of the paint is large and looking good and also it provides a competitive edge in the
market then they have to pay tax in heavy amount. Otherwise if there is no big one size then they
has to pay normal tax.

The tax is paying according to different percentages. There is no fixed percentage. This is
the responsibility of trade marketing department to check that how much paints are in the market
and what size of it.

Then this information is given to Direct marketing expenses department because this
department pay the tax according to particular percentage.

Area or Location

If area or location of the paint has a strong worth and looking good and also it provides a
competitive edge in the market then they have to pay tax in heavy amount. Otherwise if there is
no worth of this area and location then they has to pay normal tax.

The tax is paying according to different percentages. There is no fixed percentage. This is
the responsibility of trade marketing department to check that how much paints are in the market
and in which areas or locations.

BENCHMARKING

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Market Analysis

Currently Coca-Cola’s position is much better and even getting more better and has started
gaining market share in last five years after the bad batch of 1980’s and early 1990’s. Changes have been
made in way of doing business and management personnel to achieve newly set objectives and goals

Competitors Situation
Competition is exist every where in the world. So Coca- Cola has also a great competitor like
Pepsi. Coca-Cola beat its competitors in very effective way. Coca-Cola focus on its competitors that what
they want to do in next?

Coca-Cola products are more delicious than their competitors. Coca-Cola Company produces its
product in totally different styles & taste like Coca-Cola, Pulpy, Splash, sprite, Miranda and its juices as
well.

Coca-Cola creates a competitive edge in the market. It is strength of the Coca-Cola Company that
it always tries to seek out new opportunities in the market and avail before its competitors. Coca-Cola is
facing intense competition with market leader Pepsi in Pakistan. In last few years Coca-Cola has made a
remarkable progress and snatched a big market share from Pepsi. This has caused Pepsi to become more
aggressive in many aspects like marketing and distribution. Areas in which Coca-Cola is lagging behind
Pepsi are mainly distribution network and only one platform for promotion. Pepsi has a competitive
advantage of its effective distribution network which has provided it with market penetration on the other
hand Coca-Cola is not as widely available.

Pepsi is using two major promotional platforms cricket and showbiz celebrities very
effectively which has a vital impact on the target market. In last 5 years there is increase in new
entrants in a cola industry like Shandy, Amrat cola, Nova and Mecca cola which are sharing a
minor share of big players in the market. Only Mecca Cola is one of the competitors which have
got international exposure and good financial base but yet even Mecca cola hasn’t shown any
good threat.

These new entrants are trying to capture market on low price factor, yet not able to capture
big proportion of market because of taste and low quality assumption. But it can be a threat
because they can be attractive for a low income segment which is annoyed due to increasing
prices due to economic factors.
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Environment Situation

The environment is turbulent as the threat of new viable competitors in the carbonated soft
drink industry is present. In addition, the presence of substitutes available causes decline in the
market share. The soft drink industry is very strong, but consumers are not necessarily married to
it. Possible substitutes that continuously put pressure on both Pepsi and Coca-Cola include tea,
coffee, juices, milk, and hot chocolate ("Cola Wars", 1991).

The main competitor of Coke is Pepsi with having shares in his local market and the other
not so competitive companies are Mecca cola, Shandy and Amrat cola.

Potential customers of Coca-Cola are increasing day by day and company has its own list
of clients as McDonalds, Zee Grill, Coke & Bull and pizza Inn etc.

Forecasting

In this regard company do not have any formalized procedure, company uses a very
simple procedure for forecasting. They look on the previous years sales for a certain period
(usually for a month) and add or subtract any future projection made up by the judgment of
executives. These executives made forecast which is then used as target for the managers. These
managers have to fulfill the target with in the given date. Manager divide these target into parts
and then supervisors who are working under managers has a target of one part.

Production planning

On the basis of forecast of sales, the production department of the company makes
production plan. Usually the difference between two is of the dates. As the production has to start
before sales requirement. These plans may be daily, weekly, monthly or quarterly. For the season
of summer company some times stores the bottles in advance to meet the high demand. This
anticipating inventory is kept for few days. Production plan bridges the gap between high demand

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and low demand time period. In the Coca-Cola company production planning, although is
informal but it very much effective as it is based on the experience of the executives.

ROLE OF MARKET DEVELOPMENT OFFICER

A MDO visit and develop a given set of outlets and ensure outlet execution with respect to
availability, cooler, merchandising and activation standards.

Responsibilities of MDO’s

There are some important responsibilities of MDO’s those are as under

 Market visits
 Cooler merchandising
 Warm Display
 Activation
 Availability
 Reporting
 Customer Relationship

Market Visits

 Visit & develop outlets every day.


 Visits will be as per a pre-defined sequence and journey plan
 MDO’s will visit between 20-25 outlets every day and develop the outlets as per
execution standards
 MDO’s in consultation with SM will plan the work and objectives for the week.
Cooler Merchandising

 Cooler should be stocked at least twice a day – afternoon and night


 Fit additional rack to utilize space
 The ideal temperature for consumption of cold drink is 4 degree C
 Cooler complaints to be passed on to Mktg. team & necessary follow up done.

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 Place reserve stock next to cooler if possible for easy servicing
Warm Display

 Display products on shelves, cooler tops & equipment as per standards


 Place display equipment in prime position & merchandise as per standards
 Display products aesthetically, and avoid clutter
Activation

 Ensure proper activation as per standards. This means executing Picture of Success in the
outlet.
 Ensure effective usage of activation /marketing elements
 Execute national/unit level promotions.
 Provide inputs to SMO to develop outlet level initiatives so that he grows his profitability
as well as the company
Availability

 Ensure availability of relevant in the outlet as per standards


 Coordinate with Route Salesman & ensure availability of the right SKU range and mix.
 Take pre-sell orders from the outlet and pass on to the Route Salesman/Distributor for
delivery.
Reporting

 Submit standard reports as per specified frequency


 Collect market information as per instructions

Customer Relationship

Build strong business relationships with customers by adding value to their business. This
is very important for sales of the product and also for increases the competitive edge in the
market. You have to create good image in the customers mind through CRM.
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4 A’s Strategy

How can we create good customers relationship, we can achieve this through 4 A’s
Strategy, Connecting with Consumers and Creating Value with Customers through Relentless
Focus On 4As. There are some important points those are as follows

 Availability
 Affordability
 Acceptability
 Activation

Availability

 We are everywhere
 The right products always in stock
 Strong and professional customer relationships so they want to look after our products
more than any others’
 Full range of brands are visible and accessible.
 Our brands reach out and grab the shopper by the arm and say “Buy Me NOW!”

Affordability

 Products are priced in each outlet to be affordable to target consumers and to provide
sustainable margins
 Our products offer great value to consumers for every occasion
 Our sampling campaigns recruit new drinkers while re-enforcing the positioning of our
brands

Acceptability

 Products meet the highest quality standards in every country we operate

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 Full product portfolio that meets customer and consumer needs and leverages our
strengths
 Continuous flow of exceptional innovations and disciplined processes which bring new
products and ideas to the market with minimum risk / maximum speed
 Powerful communications that truly touch and motivate consumers
 Store presentations perfectly aligned with and re-enforce consumer communications
Activation

I See, I Want, I Drink

 Great point of purchase and displays


 The right price, for the right brand, in the right Location…Every Time
 The Perfect Drink For The Moment

Bring Our Brands to Life

 Build Brand Strength On Local Roots In The Community


 Sales Equipment Consistently In Place In Every Profitable Location And Positioned And
Activated In Exactly The Right Places In Outlet
 We Understand Consumers Intimately, By Store and Time Of Day, And We
Communicate With Them In A Way That Makes Sense At That Point In Time In That
Location.

COORDINATION DEPARTMENT

Responsibilities of the Co-Ordination Department

 Inspection of the empty bottles in the consignment


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 Inspection of the bottles low filled than the standard filling
 Receiving of the cash by M.D.Os from S.M.Os
 Complaints against the service provided by the marketing department to the shopkeeper. It
is taken by the M.D.Os from the shopkeeper on a form and recorded by the co-
coordinators and entered in to the database, it is then fulfilled by the company (pending
and settled when fulfilled).

KEY ACCOUNTS DEPARTMENT

Key Account is very important department of Coca-Cola Beverages Pakistan Limited.


Coca-Cola has this department. And this department plays a vital and important role in the life of
Coca-Cola beverages Pakistan limited.

Without this department this company does not offer quality services to his customers.
This department is the way of progress, with the help of this department company easily progress
and developed in the market.

The company has categorized its customers. It has got a separate department to deal with
them, to check their demand and complaints and fulfill them. In this category those places are
included where there are high chances of projection of the image of different brands of the
company. For examples this category includes hotel and big restaurants and educational
institutions etc. Such places are called the “keys” for the promotion of the company. It comes
under direct sales

This department basically plays a great role in sales but question arises that how can they
help to facilitate the customers.

Key Account is basically related to HoReCas that means

Ho Hotels
Re Restaurants
Cas Canteen and Cafe’s

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Key accounts are basically those hotels, restaurants and canteen & cafe’s whose image in
the market is too good who has great image in the market and great worth in all over the market.

MARKETING STRATAGIES OF COCA COLA

Target Market
They mainly emphasize on teenagers and students who are mostly living in urban areas
with extreme climate conditions such as long and blazing summers. The target market selects it
for drinking because it satisfies three levels of needs in Maslow’s Need hierarchy.

• First it claims to satisfy the physiological need of thirst.

• Secondly it claims to satisfy social needs e.g. it helps in identifying with peer group image
and values.

• Thirdly it satisfies esteem needs. It helps in self expression of individuals as being active,
modern and adventurous.

The target market also looks for some specific benefits which include strong caramel
Taste, its reddish brown color, its bubbling aroma, its chilled temperature, its attractive easy to
handle packaging, its relatively stable and affordable price, and its ability in helping fast food to
digest easily. The target market uses it with and without food. It is mostly consumed at
restaurants, at special party occasions such as picnics, at tourist resorts during outings etc. Its
consumption hikes in hot summers and declines in winters. The consumers like it as a cold drink.
The loyalty towards brand is low because the perceived risk and perceived involvement in
purchase and consumption of this brand is low.

Community Involvement
In 2000, when Eastern Pakistan suffered its worst droughts, The Coca-Cola System
initiated a famine-relief program to help victims and was the first private-sector company to

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assist. It initiated a voluntary Hajj program that allows one employee from each plant, selected
through a draw, to be sent on the Holy Pilgrimage to Mecca at the Company's expense.

Sponsorships
The Coca-Cola Company sponsors the Basant Festival in Lahore, a festival that marks the
beginning of spring and attracts visitors from all over the world. Part of the festival is the Coca-
Cola Kite Flying Championship. The Company sponsors Pakistan's leading pop group and
organizes concerts throughout the country for teenagers and underprivileged children. It sponsors
Pakistan's No. 1 solo artist, who will participate in concerts and charity events organized by The
Coca-Cola Company in Pakistan. The Company has signed a sponsorship agreement with eight of
Pakistan's national cricket players for promotional and advertising use.
The Coca-Cola System in Pakistan is the exclusive supplier for Pakistan Railways, serving
soft drinks in stations, platforms and on trains. The Company will be undertaking a beautification
program of stations and platforms.

Marketing Involvement
Coca-Cola Corporation is a multinational organization. And it is indulged in the
international marketing .The brands and basic strategies are made in the home country but the
local strategies are defined in the host countries. Also the 4P’s are made according to the
demographics and taste of the people of the host country.
In Pakistan the Coca-Cola Company maps the strategies and the brands by looking into
the environment in which it is working. The brands are produced locally. And the product, price
promotion and placement are planned with respect to the controllable variables and
uncontrollable variables.

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PORTFOLIO ANALYSIS

BCG MATRIX

A Coca-cola beverage limited is now at a stage of question mark if we place it in a BCG


Matrix. Because overall market is growing and it has relatively less market shares then its real
competitor PEPSI. Only about 5% of the cold beverages are being utilized and this number is
increasing. Coke is sold in the 1:2 approximately ratio with respect to Pepsi as market share or
Coca-Cola Company is 34% and that of Pepsi is 56%.

PRODUCT LIFE CYCLE


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C OC A C O LA

INTRODUCTORY GROWTH MATURITY DECLINE

Coca-cola is in a stage of growth according to a product life cycle analysis. It is recovering its
market share very quickly which it had lost in previous years although there is good competition in market
but it is still recovering and enjoying healthy profits. There are no barriers for new entrants, and many
companies are entering in this industry because of healthy growth.

Positioning

CODE OF CONDUCTS

We value and respect our people

• Working together as a team, accepting differences among people, and sharing the same values
• Recognizing and rewarding our people to raise performance and loyalty
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• Treating everyone fairly with trust and respect
• Developing people to their maximum potential

We communicate openly

• Asking questions, listening attentively and giving feedback to one another


• Communicating clearly, quickly and, consistently with every one we deal with
• Understanding and responding quickly to the changing needs of our employees and customers
• Providing clear direction and, communicating Company’s performance effectively on timely basis

We have integrity

• Fulfilling our customer’s requirements by delivering quality, and value to all constituencies
• Meeting the highest ethical standards in all of our business activities
• Maintaining our commitment, singularly and unconditionally, to learning and, continuous
improvement in everything we do
• Challenging our status quo, and achieving what we promised

We win as a team

• Creating ways to share knowledge and resources by promoting team work within and across teams
• Actively recognizing others for their contributions
• Collaborating with others to get the best ideas and achieve alignment
• Believing in what we are doing and delivering results

We drive quality and innovation

• Being creative, innovative, and confident about our work and organization
• Working in a way that leverages organizational talent and energy to solve business challenges,
creating value for all stakeholders
• Ensuring consistency at every step and leveraging all business processes, interactions, brands and
people capabilities
• Holding our products and people to clearly defined standards and balancing performance with the
need for speed

We are accountable

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• Empowering employees to be fast, boundary less, intelligent risk-takers with accountability and
responsibility
• Promoting and protecting our reputation and uphold highest ethical & moral standards, both inside
and outside the Company
• Delivering quality as per agreed standards
• Honoring our commitments with disciplined follow-up

MOTIVATIONAL FACTORS TO EMPLOYEE

The company has a prize and reward system in place on yearly basis to acknowledgement
their employee’s hard work and performance and motivate them to go on doing even more. These
include:

Performance Appraisal Award


The performance of all the employees at is constantly monitored every month through
rating system and given grades or points according to level of performance e.g.

Five points for excellent, four points for very good, three points for ordinary, two points
for average for one. At the end of the year one employee from each department with highest
points is given performance appraisal in the form of promotion and increment in salaries and
benefits plus an award (a souvenir or something entitled best manage from marketing for the
year.)

Sales Excellence Award


Throughout the year there is an ongoing competition between of Coca cola in different
plants to achieve maximum sales target volume. The sales are measured monthly of all plants of
Coca Cola. At the end of the year the plant of Coca Cola which achieves maximum sales volume
out of the lot gets “sales excellence award” in the form of a cash award given to functional
managers at top which is then distributed among all employees of the plant upon the basis of their
respective ranks/post.

Department Reward System


The company management gives each department 120% perform and target .at the end of
the year which every department performs best and achieves120%perfomance target gets “best
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performance Award”. That department then rewards all its employees for their hard work by
giving those gifts like wall clocks, Glasses, calendars, and diaries. Etc.

Annual Dinner
At the end of the finical year i-e- December the CCBPL arranges annual dinner in all its
plant countrywide. Where awards are given, musical evenings is organized for the entertainment
of employees as a token of acknowledgement of their hard work and to encourages and motivate
them to put in more efforts in the next year to boost sales even more and achieve company goal
and objective and to get more rewards.

Hajj Scheme
The coca cola has initiated a hajj scheme for its employees since 3 years when through
lucky draw at each of the ten plants. One employee is selected to be sent on hajj on company’s
expenses.

MY EXPERIENCES DURING INTERNSHIP

VPO Activities

VPO activity is the key function of the Marketing and Services Department. It refers to
volume per outlet. These activities are not only to increase the sale, but the actual purpose behind
these activities is to make a long term strong and good Image in mind of customers. Some times
the company do not earns from the sales of items included in VPO activity.

The duration of activity can be differ with the;

• Type of offering

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• Warmness of activity

• Design of activity

• Size of stock

The minimum duration of an activity is 15 days, but if the stock is enough then it could be
expand.

The company selects the major retail stores of city for these activities, at the same time
there could be more then one activity in the city in different retail stores. The company hired two
Marketing Supervisors who works under the order of Trade Marketing Officer.

The Hierarchy of VPO supervision is shown

Marketing Services Trade Marketing officer


Manager

Marketing Services
Executive Marketing Supervisor

These activities are directed by Karachi Marketing Department. And all Activation
material is provided by them. I was also part of these activities, some of these in which I have
participated are

• Kinley VPO Activity

• Knnor VPO Activity

• 500ml VPO Activity

• Sprite Cricket Next VPO Activity

• Coke Studio VPO Activity

My Services in VPO activities


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In my six weak I have participated in all these activities. My work regarding Kinley,
Knnor and 500ml disposable bottle, activity was to check out the availability of stock and warm
display to attract the customers. And later on in the Sprite Cricket Next and Coke Studio activity I
was fully part of these activities and work with marketing supervisors for the effectiveness of
these activities.

Firstly there was knnor Activity in which there was offer of free knnor (Bryani Masala/
Qorma Masala) with two 1.5ltr bottles of Coke.

One Activity was One Kinley free with any two same 1.5ltr bottles.

Then One Activity was free any 500ml bottle with any bundle of two same 1.5ltr bottles.

Then the Activity of Sprite Cricket Next was started. It was scratch and win scheme, in
which there was an offering of a scratch card with one 1.5ltr bottle of Sprite. There were some
prizes included in these scratch cards. It was a great effort to increase the popularity and as well
as sales of Sprite in Lahore. Many of the scratch cards were empty having written “Try Again” on
it, but there was also some prizes in others. The prize scratch cards included Cricket Bat, T-Shirt
and 240ml non returnable bottle. In this Activity the availability of stock was responsibility of
MDO of the area, we had to estimate the stock needed in next days and allowing the
merchandisers to give the one or two major prizes to common customers. Because scratch and
win policy was totally in our hand. We had to decide that how many Cricket Bat, T-Shirts and
Non returnable bottle should win by scratching in different outlets. Then according to that
estimate we send the scratch cards of Cricket Bat, T-Shirt and Non Returnable Bottle. In daily
routine we used to send 4 cards of Cricket Bat, 12 cards of T-Shirts and 24 of Non Returnable
bottles and 90 to 100 Try Again per outlet. The merchandiser kept the card of Cricket Bat, and T-
Shirt in his pocket, and put the Non Returnable bottle and Try Again in the display.
Approximately all the Cricket Bats and T-Shirts were won by the Coke employees. And the
remaining Non returnable bottles Scratch cards were given by the consent of the merchandiser if
he or she like any customer they give them bottle having scratch card of Non Returnable bottle.

And there was also an Activity for promotion of Coke Studio. It was offering of one latest
session CD of Coke Studio with two 1.5ltr bottle of Coca Cola. In this activity we have to provide

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the CD’s stock according to the daily sales of whole bundle. The daily sale of the bundle in
Lahore was more than one thousand.

Rout Riding

Route riding is very important thing that related to sales. I have personal experience about
this. Rout riding is a visit of the market in which you can see that how sales man sells their
product in the market.

In this experience you can judge the attitude of the customers and also you can check that
what present conditions of the market are. What happened with dealer in the market? But
Question arises how can you deal with the customers?

First of all they load the required material in their trucks that is very important because
this is the responsibility of sales man to fulfill customers’ need. for this they have to prepare a
document for loading the material and pass through the gate. This receipt is called Out load
Sheet.

This sheet is about that material or stock that is ready to go market and this loading
material is ready to go out from the company or warehouse of the CCBPL.

Here is person who is responsible for checking of the material either the material is
according to the invoices or Out load sheet.

If there is any error between loading material and invoices then they check and remove
this error. It means if load is more than the material that is written on the paper or Out load sheet
then the checker unloads that unnecessary material from the truck.

Out load sheet has three documents in which two are given at gate for passing from the
company gate. And one paper is still keeping by sales person as a record. Here are some
important requirements that must be fulfilled by the sales man those are as follows

 Route Number
 Personal Number
 Truck Number
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 Settlement Name
 Products
 Art #
 Actual Load

After the fulfillment of this sheet they go to the market for sales, when they go to the
market first of all MDO’s and sales persons deal with shopkeepers they asking from them some
different types of questions;

 How much you need of the product?


 How Much Quantity you have?
 How much you demand for new stock?
After this they asking them about the worth of their product and asking some questions;

 What is flavor you demanded?


 What is most demanded product of Coco-Cola?

If there is any product that is not working well and the sales of this product is not good
then they ask to shopkeepers why this product is not working well? Then shopkeepers give
answers to them and told the reasons to them.

Then shopkeeper asking that if there is any scheme then inform me because if there is any
scheme then shopkeeper buys more quantity of that product. Due to this their savings are
increased.

After this sales force told to customer about flavors, what is flavor you demanded?
According to the demand they give stock to them.

They also merchandise their products in the shops or outlets. This is responsibility of
MDO’s or sales’ persons to check that merchandising is appropriate or not. Then they sell the
products and go to the next shop or outlet.

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Conclusion:-

Following conclusion is based on my learning during the stay period in Coca Cola.

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 The overall acceptable environment but needs to be improved.
 Decentralization of authority.
 Good image in the international market.
 Good reputation of product in the mind of customer.
 Well defined and systematic recruitment criteria.
 Full authority in the hands of Managers.
 Experienced Management.
 Highly Qualified Management.

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Multan