Umair Internship

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Internship Report Coca-Cola
Internship Report
Name of the organization
Coca Cola Beverages Pakistan Ltd (CCPBL) Name:
Umair Tariq
Session: Jan 2008 Dec 2009 Date 30-07-2009 National University of Modern Languages
NATIONAL UNIVERISTY OF MODREN LANGUAGES
Dedication
I dedicate this Internship Report to my Parents, Teachers and to each person who coordinated with me. Because;
What ever I am its because of my parents.
My teachers made me eligible enough to face different
challenges and win those challenges.
Last but not least coordinated persons, who support me a
lot and contribute their full efforts to make this project possible.
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Acknowledgement
First of all I am thankful to Almighty Allah, the Beneficent, the Merciful, for giving me so much strength and strength to work on this project and complete it successfully. I would like to express my gratefulness to all my teachers especially for giving me kind guidance and providing me a chance to work on this project right through from the start of my courses. I am also thankful to all Coca-Cola Sales and Marketing and training staff for their valuable suggestions, gentle supervision and encouragement throughout my internship.
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Executive summary
Coca Cola Company is the top ranked beverage producing company of the world. Coca-Cola was invented in 1886 by Dr John H. Pemberton. In 1945 Coca-Cola was established as a global brand. Coca-Cola is the worlds most diverse company, doing business in close to 200 countries. Coca Cola was introduced in Pakistan in 1953. At present, CCBPL owns 6 bottling plants and 11 Sales Centres in major cities of Pakistan. The Gujranwala plant is the biggest production plant of Pakistan. There are four sub departments of Marketing at Gujranwala Plant. These are Trade Marketing, Cold Drink Asset, Right Execution Daily (RED), and Customer Response department. The whole sales area of Gujranwala Plant is divided into three (3) broad regions these are Gujranwala, Sialkot and Gujrat. This report briefly discusses the functioning of Sales and Marketing Department. Report also including suggestions and points out the areas in which improvements can be required.
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Table of contents
S. No
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Description
Table of Abbreviations Section # 1 a. Introduction of My Internship b. Area of Interest c. Duration d. Purpose e. Introduction of Organization f. Globally & Location Specific g. Organization Chart h. Department Briefing Section # 2 a. Introduction of Department b. Functions of Department c. Sub Departments d. Role of Different Designations Section # 3 a. My Role as a Internee b. List of Projects c. My duties d. Key Learning Section # 4 a. SWOT Analysis b. Key Finding c. Conclusion d. Recommendations Section # 5 a. Appendix b. References
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1 1 2 2 3 7 21 22 23 34 58 61 62 65 69 71 72
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Table of Abbreviations
KO FMCG CSD SB NRGB PET SKU KBI VPO RED ISCIMS BASIS SAP ERP DME YTD MTD PC JD AD PMP SOP Coca Cola Fast Moving Consumer Goods Carbonated Soft Drink Sparking Beverages Non Returnable Glass Bottle Poly Ethylene Terephthalate Stock Keeping Unit Key Business Indicator Volume Per Unit Right Execution Daily Indirect Sale of Cooler Impact Monitoring System Beverages Advance Sales Information System System Application & Products Enterprise Resource Planning Direct Market Expense Year To Date Month to Date PEPSI Job Description Annual Description Performance Management Plan Standard Operating Procedure vi
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OJT RS HoReCa MIS BIB ADS NCSD STACK RED POM POC POP SOVI TCCEC IC FC MDO SMO CBU PDP TCCQS IR QA ACR On Job Training Route Settlement Hotel, Restaurant, Caf Management Information System Beverage in Bag Average Daily Sale Non Carbonated Soft Drink
Pile of Products organized on the stores floor Right Exposed Daily Post Mix Point of Contact Point of Purchase Share of Visible Inventory The Coca Cola Export Company Immediate Consumption Future Consumption Marketing Development Officer Sales Merchandizing Officer Central Business Unit Personale Development Plan The Coca Cola Quality System Industrial Relation Quality Assurance Annual Confidential Report
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Introduction of My Internship
My internship program consists on the practical training and experiences which are the necessary part of my course MBA. I spent six weeks in the Coca-Cola Company. In this time, I got the fantastic time to learn in the practical scenario and I found that my theoretical knowledge is how much match with this organization.
Area of Interest
I have interested in the area of Sales and Marketing because I have specialized in Marketing. So I have a love for the field of Marketing. I have chosen this field because of the global economy goes down right now. So in this way, I think marketing people can play a vital role in the development of products and produce innovative ideas to boost up the sale of the company.
Duration
Starting and Ending dates of My Internship
Starting Date Ending date 25-06-09 05-08-09
Departments in which I got the training
Orientation & Visits (1 week) Marketing department (1 week) Sales department (4 week)
Purpose
The purpose of my internship is to learn the practical knowledge and gain the market information. My major purpose was that I joined that organization that provides me a challenging environment and learning facilities. Which Coca-Cola has done. I have learnt the practical knowledge during this period. So in this way I have gained my purpose successfully. In this organization, I found all the employees, very much cooperative and friendly. So every thing is all right here.
Introduction of Organization
CCBPL Gujranwala
In Gujranwala, the franchise unit was established in 1998, with the wish or struggle to make it easy to distribute Coke in different areas and to make it No. 1 in the market, and with the hope that it will play a great role in increasing the production and to make it popular in all over the country. Area Covered by CCBPL Gujranwala Gujranwala Beverages covers the areas of: Gujranwala City Sialkot District Sialkot Surroundings Jhelum Daska Wazirabad Hafizabad Gujrat Narowal Asad Kashmir
It covers certain other urban and rural areas in Punjab Vision Statement To create value for our share holders Mission statement To have a strong, dominant & profitable business in Pakistan
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Company Objectives Gujranwala Beverages wants to achieve the following goals:
To maintain the quality of product. Product should be supplied in the market in such a way that it must fulfill the consumer desires. To fulfill their sales projections. To maintain their repute To maintain their relations with distributors whose network is spread all over the area To make Coca-Cola products No. 1 in Pakistan. To Build preference & market leadership for our brands To achieve quality excellence and serve our customers with quality products. To Maximizing profits To Developing People To Optimum utilization of assets
CCBPL Gujranwala values Beliefs There is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola Company is a vibrant network of people, in nearly 200 countries, putting citizenship into action. Through our actions as local citizens, we strive every day to refresh the marketplace, enrich the workplace, protect the environment and strengthen our communities. We value and respect our people We communicate openly We have integrity We are committed to winning
We are a local employer, with responsibility to enable our people to tap into their full potential; working at their innovative best and representing the diversity of the world we serve. We are an investor in local economies and a driver of marketplace innovation, with a responsibility to act as a good steward of our natural environment. Quality & Environment Policy Coca-Cola trademark reflects companys position of leadership and quality. We at CCBPL Gujranwala are striving to strengthen this image, by implementation of Quality & Environmental management systems. Our primary aim is to ensure complete satisfaction of customers and consumers by serving them the highest quality beverages. We are committed to comply with regulatory and company requirements regarding food safety, product quality and package quality to ensure the safe manufacture of beverages. We believe in The Worlds Responsible Citizenship, and to adopt this concept we comply with regulatory and company requirements concerning to the environment. We commit ourselves not to pollute, but to Protect and preserve the local and global environment by incorporating sound environmental practices in our daily business operation even in the absence of specific regulatory requirements. We minimize negative impact on environment by employing new technologies to reduce the usage of materials, water and energy. We are committed to continually improve our performance and effectiveness by regular system audits, implementing corrective and preventive action plans and regular management reviews. We have a documented mechanism in place to set and review key objectives and metrics.
Safety policy
We, at CCBPL Gujranwala, are committed to ensure the maximum level of safety and prevention of loss for our employees, assets and visitors. We believe in the involvement of each and every one of us in this effort and realize the importance of every individuals contribution to safety. We strive for continuous improvement in our safety standards and to consistently meet or exceed them. We, therefore, will make certain that the necessary financial and personnel resources are made available in order to continuously improve our safety standards. With this belief we vow to
Set our safety standards at a level that ensures compliance with governmental and company requirements
Protect our employees and ensure public safety extending throughout our organization Integrate sound safety practices into our daily business operation even in the absence of specific regulatory requirements Use the results of research and new technology to minimizing the safety risks of our operations, equipment, products and packages taking into account the associated costs or profit for each safety benefit Ensure each and every one to use in responsible and accountable for our actions Establish mechanisms to communicate effectively with employees, consumers and government on our safety performance.
Changes in Gujranwala Plant
After the purchase of plants in Pakistan coca-cola beverages fire almost all of the employees working in the old setups. And they rehired some of these and other personnel on the basis of their competencies they have from other organizations of beverages field and experienced people from other multinational organizations.
Coca-Cola Beverages Pakistan Limited made number of changes in the Gujranwala Plant and in other plants. Some of these changes are structural in nature and some are related to operations of the system. Now instead of Managing Director of organization, Business Operations Manager (BOM) is the head of organization. And Malik Muhammad Ameer was appointed as the BOM in Gujranwala. Now the designation of BOM is replaced by PGM. They made number of changes in Production system, marketing system etc. for the improvement in quality. They purchased new fool proof bottles washing system in which almost every bottle remains in the process for one and a half hour. That step increased the quality of the product and shows the concern of the company for the society and consumers in Pakistan. In 2008 Malik Muhammad Ameer promoted as a Director in the Head office Lahore plant. In the Gujranwala plant Mr. Usman Butt is appointed as a PGM.
Globally & Location Specific
Introduction of the Soft Drinks beverages sector

A beverage is a drink does not contain alcohol generally it is also implied that the drink does not contain milk or other dairy products and that it is consumed while cold. Carbonated soft drinks are commonly known as soda, soda pop, pop, coke, cola or tonic in various parts all over the world. They give Thirst quenching to the consumer. properties. They have Value as social drinks. These drinks Enhance pleasure of drinking. Give Nutritional value
History Of beverages sector
1798 The term "soda water" first coined.

1810 First U.S. patent issued for the manufacture of imitation mineral waters. 1819 The "soda fountain" patented by Samuel Fahnestock. 1835 The first bottled soda water in the U.S. 1850 A manual hand & foot operated filling & corking device, first used for bottling soda water. 1874 The first ice-cream soda sold. 1881 The first cola-flavored beverage introduced. 1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1898 "Pepsi-Cola" is invented by Caleb Bradham..
Non-alcoholic Beverage categories (soft drinks)

Non-carbonated
Tea, coffee Fruit and vegetable juices Mineral water Milk and milk beverages Functional and nutritional beverages Flavored fizzy drinks (high carbonation) Sports or isotonic beverages (low carbonation)
Carbonated
Beverages sector in Pakistan

The beverage industry in Pakistan has grown over the time. The industry produces aerated waters, juices, syrups, and squashes. With about 170 units currently in operation
throughout the country, both upstream and downstream industries have grown and are flourishing. The focus on this industry profile is restricted to aerated water only.
Overview of the Coca Cola

History
1886 On May 8, 1886, Atlanta druggist Dr. John Styth Pemberton (former Confederate officer) invented "Coca-Cola" syrup using melted sugar, water and other ingredients. It was mixed in a 30-gal. Brass kettle hung over a backyard fire. It was marketed as a "brain and nerve tonic" in drugstores. He first "distributes Coca-Cola by carrying it in a jug down the street to Jacobs Pharmacy. For five cents, consumers can enjoy a glass of Coca-Cola at the soda fountain. This year, sales of Coca-Cola average nine drinks per day.
Frank M. Robinson, Pemberton's bookkeeper, was the person who suggested the name "Coca-Cola", which was chosen because both words actually named two ingredients found in the syrup. They were the coca leaf and the Kola nut. Robinson spelled Kola with a C to make it look better in advertising. Coca-Cola was first sold for 5 a glass at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable.The first year's gross sales were $50 and advertising costs were $73.96. The original formula included extracts of the African kola nut and coca leaves, both strong stimulants. "Coca-Cola" was one of thousands of exotic patent medicines sold in the 1800s that actually contained traces of cocaine. 1888
In 1888, Asa Griggs Candler bought the company from Dr. Pemberton. Later that same year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of some $50 million. Baseball hall of famer Cobb, a Georgia native, was another early investor in the company. 1891 Atlanta entrepreneur Asa Griggs Candler acquires complete ownership of the Coca-Cola business for $2,300. Within four years, his merchandising flair helps expand consumption of Coca-Cola to every part of the nation. In this year Coca-Cola produced its first calendar. 1893 The trademark "Coca-Cola name and script are registered with the U.S. Patent and Trademark Office. Dr. Pemberton's partner and bookkeeper, Frank M. Robinson suggested the name and penned "Coca-Cola" in the unique flowing script that is famous worldwide today. Mr. Robinson thought, "the two Cs would look well in advertising." 1894 Coca-Cola began as a fountain product, but candy merchant Joseph A. Biedenharn of Mississippi was looking for a way to serve this refreshing beverage at picnics. He begins offering bottled Coca-Cola, using syrup shipped from Atlanta, during this especially busy summer. Joseph A. Biedenharn, owner of the Biedenharn Candy Company in Vicksburg, Mississippi, first bottled "Coca-Cola."
1895 "Coca-Cola is now drunk in every state and territory in the U.S." - Asia Candler. 1898
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The Company outgrows its facilities and a new building is erected at Edgewood Avenue and College Streetlater to be called "Coca-Cola Place." This year, the Company enters the markets of Canada and Mexico. 1899 Large-scale bottling becomes possible when Asa Candler grants exclusive rights to Joseph B. Whitehead and Benjamin F. Thomas of Chattanooga, Tennessee, for one dollar. The contract marks the beginning of The Coca-Cola Companys unique independent bottling system that remains the foundation of Company soft-drink operations. Within 20 years, the regional bottling system will grow to include 1,000 bottlers, with operations in Cuba, Puerto Rico, Panama, the Philippines and Guam. 1903 By 1903, the use of cocaine was controversial and "Coca-Cola" decided to use only "spent coca leaves." It also stopped advertising "Coca-Cola" as a cure for headaches and other ills. 1906 Cuba and Panama become the first two countries outside the U.S. to bottle CocaCola. 1915 Around this time, bottles used by companies in the soft-drink industry are very similar. And Coca-Cola has many imitators, which consumers are unable to identify until they take a sip. The answer is to create a distinct bottle for Coca-Cola, one that anyone would recognize, even if it were felt in the dark. As a result, the Root Glass Company of Terre Haute develops the genuine Coca-Cola bottle with the contour shape now known around the world. It replaces the straight-sided bottle, giving Coca-Cola a distinct packaging advantage over the imitations.
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1919 The Coca-Cola Company is sold for $25 million to Atlanta banker Ernest Woodruff and a group of investors. Woodruff was appointed president of "Coca-Cola" on April 28, 1923 and stayed on the job until 1955.The same year, the Company's stock is first sold to the public at $40 a share. One of these original shares was worth about $6.7 million at the end of 1998 (assuming all dividends were Reinvested). 1920 The Coca-Cola Company establishes a manufacturing operation in France. U.S. Supreme Court Justice Oliver Wendell Holmes rules that Coca-Cola is a single thing coming from a single source and well known to the community. 1923 Robert W. Woodruff, son of Ernest Woodruff, becomes president of The CocaCola Company. His insistence on quality and more than six decades of leadership take the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. In March 1923, "Coca-Cola" was sold in a 6-bottle carton for the first time in New Orleans, Louisiana. Today; products of The Coca-Cola Company are consumed at the rate of more than one billion drinks per day. 1926 The Foreign Department becomes a subsidiary later known as The Coca-Cola Export Corporation. 1928 Annual bottled Coca-Cola sales exceed fountain sales for the first time. Also this year, Coca-Cola makes its first Olympic appearance when 1,000 cases of Coke accompany the U.S. Olympic Team to Amsterdam.
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` 1929
Sixty-four bottling operations are located in 28 countries, spreading refreshment worldwide. Also this year, the fountain glass is adopted as standard, and "The Pause that refreshes" first appears in the Saturday Evening Post.
1933 The automatic fountain dispenser is introduced at the Chicago World's Fair. By simply pulling a handle, soda jerks can now serve uniform, properly refrigerated CocaCola. 1936 This year, The Coca-Cola Company observes its 50th anniversary. Three-day bottlers convention, a motion picture chronicling the Companys early year, and even a special anniversary logo are part of the celebration. 1941 "Every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is and whatever it costs"Robert Woodruff. . 1942 "It's the Real Thing" is first used in Coke advertising. On December 25, The Coca-Cola Company, in cooperation with the War and Navy Departments, sponsors a special 12-hour radio broadcast to more than 142 stations. Titled "Uncle Sams Christmas Tree," the program featured 43 popular orchestras live from 43 widely scattered military bases in the U.S. 1943
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On June 29, General Dwight Eisenhower dispatches a cablegram requesting a shipment of 3 million bottles of Coca-Cola and complete equipment for bottling, washing, refilling and capping twice monthly. 1950 Edgar Bergen and his sidekick Charlie McCarthy appear on the first live network television show sponsored by The Coca-Cola Company. 1955 The 10-, 12- and 26-ounce king-size and family-size bottles are introduced with immediate success. And Fanta, an orange-flavored beverage, is launched in Naples, Italy. It later becomes the trademark name for a line of flavored drinks sold around the world.
1960 Metal cans like the ones sent to troops during the Korean War are now available on market shelves everywhere. Also this year, The Coca-Cola Company purchases The Minute Maid Company. 1961 Sprite, the lemon-lime drink, is introduced to the public. 1969 It's the Real Thing makes a comeback. 1971 Young people from around the world gather on a hilltop in Italy to sing "I'd like to buy the world a Coke."
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` 1976 "Coke Adds Life" campaign is introduced. 1977
The unique contour bottle, familiar to consumers everywhere, is granted registration as a trademark by the U.S. Patent and Trademark Office, an honor awarded to only a few other packages. 1979 Coke introduces "Have a Coke and a Smile," a campaign of heartwarming emotion best captured by the television commercial featuring "Mean" Joe Greene, a tackle on the Pittsburgh Steelers football team. 1981 Roberto C. Goizueta is elected chairman of the Board of Directors and chief executive officer of The Coca-Cola Company. He will lead the Company for 16 years. 1985 In April, after extensive taste testing, the Company introduces a new taste for Coca-Cola in the United States and Canada"new" Coke. Consumers respond with an unprecedented outpouring of loyalty and affection for the original formula, and the Company listens. In July, the Company reintroduces the original formula for Coca-Cola, as Coca-Cola classic. Also this year, Cherry Coke is introduced.
1986 In the year of the Companys 100th anniversary, two large U.S. bottlers combine to form Coca-Cola Enterprises. Over time, this new company will assume responsibility for bottling operations in Great Britain, France, the Netherlands and Belgium. 1988
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` most admired trademark in the world. 1989
An independent worldwide survey confirms that Coca-Cola is the best known,
The Coca-Cola Company sells Columbia Pictures to Sony Corporation. 1990 World of Coca-Cola, an attraction featuring a historical and futuristic look at Coca-Cola as well as a chance to sample The Coca-Cola Company products from around the world opens in Atlanta. 1994 M. Douglas Ivester is elected president and chief operating officer of The CocaCola Company. 1996 Coca-Cola sponsors the Summer Olympics in the hometown of The Coca-Cola Company: Atlanta, Georgia. And the Cisneros Bottling Company, the largest soft-drink bottler in Venezuela, switches from Pepsi to Coca-Cola. 1997 World of Coca-Cola Las Vegas opens complete with a hundred-foot-tall CocaCola contour bottle. The Coca-Cola Company sponsors the Winter Olympics in Nagano, Japan, marking the 70th anniversary of the Company's Olympic partnership. New products Citra and Surge hit the market. And M. Douglas Ivester is named chairman of the Board of Directors and chief executive officer of The Coca-Cola Company. He is the tenth chairman of the board in the Companys history.
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` Time line of coca cola
1886 Coca-Cola invented In 1888, Asa Candler bought out Pemberton In 1899, Asa Candler sold the bottling rights for CocaCola to Benjamin Franklin Thomas &James Whitehead Sparkling beverage
This bottler model was a critical factor in the CocaCola Growth Story.
Even today, it is the most successful business model1923 Woodruffs initiatives of Personal Training,
Better
Service
and
Quality
Products introduced 1929 - Foreign Sales Group formed for global expansion 1945 Coca-Cola established as a global brand 1953 - Coca Cola was introduced in Pakistan 1960s,- Fanta, Sprite, and Tab introduced 1970s, - Focus on marketing 1979 North Avenue Tower Opens 1980s - The Coca Cola system stabilized 2004 E. Neville Isdell rolls out MFG
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Coca Cola in Pakistan

Coca Cola came to Pakistan in 1953. The Coca-Cola system in Pakistan has given employment to thousands of local people, and has been contributing to the economy very positively, as Coca-Cola in Pakistan has invested hundreds of million dollars (U.S.). Coca Cola was operating through the franchise-system in Pakistan. But since 1997 Coca Cola international has acquired the Coca Cola Beverages Pakistan Limited, and CCBPL has been directly working under Coca Cola international. Later in 2008, Coca Cola Icecek a Turkish company acquired more than 50% shares of CCBPL, and now they have been controlling the operations in Pakistan along with Coca Cola international. In Pakistan Coca Cola is operating at these locations:
Karachi Rahim Yar Khan Lahore Multan
Gujranwala / Sialkot Faisalabad Islamabad / Peshawar
Nature of organization
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` consumer consumable. Coca-Cola sells more than 1 billion drinks a day
Coca cola is making consumable products. So the nature of the organization is
Coca cola have employs more than 55,000 people all over the world
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On Map
Islamabad
Gujranwala
Lahore Faisalabad Multan Rahim Yar Khan
Karachi
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Business volume
The coca cola company is not listed in the stock exchange of Pakistan. It is a multinational company so its business volume is not be ascertain.
Product lines
Coca-cola has over 400 brands in beverages and the most popular brands in Pakistan are as follows: Coca Cola
Coca Cola Diet
Sprite
Sprite 3G
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Sprite Zero
Fanta
Fanta Citrus
Pulpy Orange
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Splash
Kinley water
Product packs
250 ml RGB (Returnable Glass Bottle) 250 ml NR (Non Returnable)
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` 240 ml RGB (Only Splash) 330 ml Can 400 ml PET (Only Pulpy Orange) 500 ml PET 1000 ml RGB 1500 ml PET 2250 ml PET
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Organizational Chart
Hierarchy
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Number of employees
Department
HRIR Department Production Department Sales Department Marketing Department Accounts & Finance Dptt.. Logistics Department Production Department MIS department Workers Total
No Of employees
27 121 293 28 38 95 5 4 335 946
Department Briefing
Introduction of all the departments and Sub Departments

Following are the departments In CCBPL Gujranwala Plant
i.
Production Department Logistic Department Quality Control Department Human Resource and Industrial Relation Department MIS Sales and Marketing Department
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ii. iii. iv. v. vi.
` vii. Accounts Department
i. Production Department
Washing First of all the bottles are washed with very care & antiseptic liquid is used to kill the germs. Checking After washing the washed bottles are checked by passing them in front of the white light. In this step it is also checked that if the bottle is cracked or fine. Filling After checking the empty bottles the bottles are passed through the fillers. In this the empty bottles are filled with coke. In the same machine the bottles are capped. Tracking Serial Number After the filling & capping the bottles are passed in front of the tracking machine which prints serial number on the neck of the bottle which assures the tracking. Checking After this the final checking takes place, the filled bottles are passed in front of the white light to see that the liquid is clear & there is nothing harmful in the bottle. Production Rate During whole of the process, a bottle takes about 1 hour and 30 minutes to pass through all the process, and when the production stops, then the last bottle sent on the conveyer belt is ready after one and a half hour. So the total production time consumes
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about one and half hour extra. The same plant is used for filling Sprite and Fanta bottles This changing of the bottles is called Change Over, and for this purpose, the whole production is stopped, completed and then started over requires one and half hour extra time. In this way the total production time can be calculated. The filler fills about 7-8 bottles in a second which gives an average of 400 bottles a minute. So if the total production time is known, we can easily calculate the units produced during a shift or a day.
The production quantity can also be determined by another way. The total empty bottles received from the loading department are noted, then the bottles broken, taken out due to dirtiness, breakage, improper filling or free drinkage are noted at the end of the day or shift. These are totaled and subtracted from the total empty bottles. This gives the number of bottles filled during the shift. It can also be tallied with the number of filled bottles received by the loading department.
ii. Logistics Department

Logistic department is basically the combination of two departments these are logistic and shipping department. The whole transports and vehicles are arranged and maintained by logistic department. And shipping department is responsible for the maintenance of inventory of empty bottles. On the whole logistic department is consists of 35 permanent employees. And rest of the employees work on daily wages. Responsibilities of Logistics Department As I mentioned earlier logistic department is basically for the purchase and maintenance of new vehicles. For that purpose they have a workshop for heavy-duty vehicles and for cars in the factory. And for the motor cycles they made arrangement with a workshop from where employees get work done and payment will be made by the factory at the end of the month.
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` Types of Vehicles in the Factory
There are basically four major types of vehicles in the factory. These are Motor Cycles for Market Development Officers (Sales Staff) Cars for Management Vans for Loading Loader Machine Coca-Cola offers a motorbike and 60 liters of petrol per month to each Market Development officer (MDO). And the maintenance of the motorbike is also the responsibility of company. The issuance and maintenance of these motorbikes is also the responsibility of logistic department. If a new employee is employed in the sales department as MDO then marketing or sales department send a request for motorbike to the logistic department and if logistic department has any extra motorbike then they issue that one to that employee otherwise they purchase a new motorbike for that employee. Coca-Cola also offers cars for the management. Coca-Cola Gujranwala plant has approximately 20 cars for management. 1300 CC car is only allowed to BOM (Business
Operations Manager) and all departmental heads can use 1000 CC car. The issuance and maintenance of these cars is the responsibility of logistic department. Logistic department is also responsible to maintain the record of petrol consumption of
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each motorbike and car. For the purpose of petrol Coca-Cola International Gujranwala Plant arranged an agreement with a petrol pump of Admore near the factory from where any employ can fill his vehicle by giving a slip which is issued by logistic department.
iii. Quality Control Department

In Coca-Cola, it is understood that the purpose of the organization is to serve customer needs, requirements, and desires. In the context of mission, the process is optimized to serve customers. Wherever possible, guidelines replace rules, empowerment to act replaces passing the challenge, and employees make the extra effort to help their customers and clients.
Coca-Cola is striving for to minimize the gap between desired and actual performance. In Coca-Cola, all levels of management are actively engaged in process management and continuous improvement. Employees have access to leaders and managers. There is a free flow of information among managers, supervisors and workers. The quality goal of Coca-cola simply stated, Zero defects in everything we do In Coca-Cola everyone understands that they are there to serve customers. Problems and issues are avoided or resolved in a cooperative fashion. While responsibility and accountability are required, blame is not assessed and punishment is not the order of the day when things go wrong. In Coca-Cola, employees are involved in the process and encouraged to take risks to improve the organization, its products, and its
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customer service. Team work is stressed, and employees are motivated to share their knowledge and experience with others. The organization understands that it is there to support front-line workers who build products and satisfy customers.
iv. Human Resource & Industrial Relations Department

Human Resources teams provide a range of first class policies, processes, tools and training to help people and the business succeed. The team also coaches and develops
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` compliance and business needs. The department is divided into two areas: Job Analysis
line managers to enable them to make decisions that support CCBPL policy, legal
Job analysis is a fundamental concept lays a step above from Job Description. Job analysis is the actual requirement of the best suited candidate for doing a successful job. Minimal knowledge, skills, and abilities are judged by each department for its position available. This approved information by GM is then used by HR Department after analyzing the positions to perform job to hiring the suitable candidates. Recruitment Process of Coca-Cola Recruitment is normally done on the required positions and not on the standby basis. Recruitment starts whenever a supervisor or Sales Manager needs a sales person and it is first approved by the General Manager before sending it to the HR Department. All the vacancies are first internally advertised so that all the employees who fulfill the requirement can avail this opportunity. If there are not any suitable persons for a particular job then HR Department search its data bank and if there is no suitable person, then at last it is advertised in the newspaper but it is rarely the case at Coca-Cola for the sales man. So for recruitment purpose applications are received through: Advertisement Head Office Walks ins. and Write ins. Employees referrals.
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v. MIS (Management Information System) Department
MIS department is responsible for the generation of reports for each department i.e. for production department about the situation of empty and syrup. And these reports are also submitted to the BOM and to the Accounts Manager. On the basis of these reports Management make decisions about the production, sales and different matters. This department is also responsible for the development of computer programs for all departments. This department consists of only two employees one is MIS Manager and the other is his Assistant.
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vi. Sales and Marketing Department
Structure of the Sales Department
a. Department hierarchy
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b. Number of employees working in the sales department

Department Regional Sales Manager (RSM) Sales Managers (SM) Market Development Officer (MDO) Sales and Merchandise Officer (SMO) Sales Driver (SD)
No of Employees 3 19 150 81 41
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` Total
294
c. Sales operations
The sales operations of the Company are a combination of accounting and operational matters. Therefore, under mentioned guidelines and directions include both the processes. Keeping in view the importance of these procedures to the Company, every effort is made to define, explain and clarify the minute details of this process. Following are the operations of the sales department Customer Database To establish route distribution, sales information is to be gathered about customers and listed on the outlet master forms. These shall serve as the permanent data files. Demand All sales made shall be on the basis of the demand/forecast submitted by the sales personnel (for direct sales) or the dealer (for indirect sales) duly signed by them. Loading and Check-out All route/dealer vehicles exiting from the plant/warehouse/Sales Centre shall be subject to detailed loading and check-out procedures. Sale to Outlet/Dealer At the outlet/dealer warehouse (in case, where sale is made to dealers through Company vehicles), the sales representative shall deliver the filled goods (finished product), complete and deliver the relevant documents, collect cash, load the corresponding empties and then return. Unloading and Check-in
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` subject to detailed unloading and check-in procedures. Route Cash
All route/dealer vehicles entering the plant/warehouse/Sales Centre shall be
All route cash collected shall be deposited with the route cashier on a daily basis. The management shall ensure that the route cash is kept separate from the petty cash. Route Settlement All routes shall be settled on a daily basis at the cut-off time i.e. all the dispatches in case of indirect sales at the month end have to be made before 12.00 am (midnight of night between Friday and Saturday) for it to be considered as that particular months sale. Any dispatches after that time would be considered as part of next months sale. In case, a difference arises between the net load and the cash submitted, it shall be highlighted in the sales representative/driver overage and shortage report. The receipts from debtors both cash and cheques shall be deposited along with the route cash. Special Circumstances and Documents This shall include all the documents to be processed in the sales procedures, which have not been covered in the previous steps. A/R Receipt At the time of recovery from the outlet/distributor, the Salesman / SMO shall prepare the A/R Receipt in respect of the amount received against A/R balance of the customer. This shall include: Customers name and code Amount received in words and figures Cheque No. (if any) The Salesman / SMO shall obtain the customers signature on the A/R Receipt and also provide him with one of its copies. The Salesman / SMO shall deposit the A/R
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Receipt along with the cash/cheque with the route cashier. Detailed control procedures in respect of the route cashier have been covered under Section: 3.5 Revenue. Based on the above, the RS shall enter the amount in A/R Collection Control Account / AR Main. Daily Collection Statement At the end of each day, the route cashier shall prepare the Daily Collection Statement which shall be a summary of the A/R Receipts and send it to the Accounts Manager or to the person designated by him along with the individual A/R Receipts. The Accounts Department shall then update the Subsidiary Ledger maintained in the system. Daily Breakage Report The Distribution In charge shall prepare a Daily Breakage Report, which shall include: (a) Sales Breakage
The source of this shall be the Inload Sheet for outstation and the Breakage Authorization for direct routes. b) Distribution Breakage
This shall be any of the following

1. Labor Breakage: This shall comprise of breakage and wastage incurred
during the loading and unloading at the plant warehouse. The responsibility of this shall be of the Shipping Department.
2. Warehouse Breakage: This shall comprise of breakage and wastage incurred
at the floor of warehouse. This shall be noted by the shipper in the Daily Stock Report of warehouse.
3. Collection Breakage: This shall comprise of breakage and wastage incurred
after stocking of the pallets and before those incurred in the de-caser. These
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shall be collected and stacked separately by the shipper and shall be charged to the Shipping Department and then noted in the Daily Breakage Report. Advance to Suppliers Advance shall be given to suppliers, depending on the terms agreed with them by the Company. In case of an event, giving rise to a need for providing advance to the supplier, all such transactions shall be approved by employees as per the LCOA and terms of payment shall be clearly mentioned in the Purchase Order.
Advance to Customers In some circumstances, where there is a need for providing advance to customers, all such transactions must be duly approved as per LCOA. Excise Duty Deposit Excise duty for clearance of finished products produced shall be deposited as per the requirements of the Company. Advance shall be recorded at the time of payment. On finalization of assessment of the duty on the actual clearance of products by the Excise Department, the amount assessed for the portion of goods sold, free samples, wasted or items transferred to other locations shall be recognized as expense and the deposit shall be adjusted accordingly.
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These are the main operations in the coca cola sales department.
Function of sales department a. Sales methodology

The sales methodology and procedure to be followed by the coca cola Company is divided into a number of process steps. Followed are the detailed procedures in respect of each step.
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1. Customer Database All information relating to the customer/outlet is to be maintained in the customer database. This collects and organizes customer data, which is used for settling the daily routes, for obtaining customer-wise balance details and other reports from the system.
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The Sales and Marketing Department shall complete the Outlet Sheet when making new outlets or for maintenance of existing outlets. This will include essential information of the outlet as outlet type, address, contact person, NTN number and contact number, sales and marketing data such as the price list, market segment/channels, equipment and advertising facilities provided, credit limit and call days during the week, etc. The Outlet Sheet shall be approved prior to entry. A specimen of the Outlet Sheet is given as the outlet sheet shall be prepared by Market Development Officer (MDO) and encoded by Sales Admin Officer/ Marketing Officer and approved by Sales Manager/RSM. The sales accountant shall then audit the information, fed into BASIS by the Sales Coordinator. In respect of the discount terms, the Sales Department shall prepare a proposal, which will be approved as per the LCOA and financials of the same shall be prepared by Accounts Department and approved by Accounts Manager. An agreement for distribution shall be signed with all the distributors. In respect of the preferential customers, an Exclusivity Agreement shall also be signed with the customer. Based on the information entered in BASIS, an Outlet Master File shall be created for each outlet in BASIS. Each outlet number and name will be specific and unique to a customer/dealer and all information about the customer shall be subsequently altered except outlet code/number after proper approval. 2. Demand The quantity to be loaded shall correspond to the daily sales demand projected. In respect of Direct Sales, the sales personnel shall fill out the Load Demand and hand it over to the Shipping Department at warehouse/Sales Centre. A specimen of the Load Demand is given as The Load Demand shall be prepared by the Sales Assistant and approved by RSM. The Sales Department shall also intimate the Fleet Department about the time of availability of the distributor on the load demand submitted. 3. Loading and Check-out
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A specific area shall be designated for loading the goods on the route vehicles including rented and distributors vehicles. This area should be:

Separate from the storage area Significantly large size open and clear Away from the exit gate Different from the unloading area, if possible. The full goods (finished goods) will be handed over by the Production
Department to the Shipping Department along with the Production Slip which shall be prepared after completion of each production run. A copy of the Production Slip shall also be sent to the Accounts Department. This shall be signed by Production Manager and Shipping In charge after authorization of QC for quality of the product. Information will be passed to Accounts Manager and one copy handed over to excise department official. For transport of full goods from plant to warehouse/Sales Centre, the Shipping Officer shall prepare the Stock Transfer Note (STN) and get it approved from Distribution & Logistic Manager (DLM) (which shall be pre-numbered and have four copies) and hand it over to the Shipper. The goods will be loaded on the vehicle and shall be checked by the shipper who will initial on the STN after checking that out load corresponds to STN. Excise Gate Pass (EGP) will be prepared by excise attorney and handed over to Shipping officer. The driver of the vehicle will also check the quantity loaded and initial on the STN. A copy of the STN will be sent to the Accounts Department after confirmation of receipt of goods by the receiving location, i.e. after the receiving copy has been acknowledged. The other three copies, along with the EGP, will be handed to the driver who shall then proceed to the gate of the plant. The guard will check each vehicle and ensure that all the procedures are completed inside the premises of the plant. He will then open the gate and let the vehicle
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exit from the plant. At warehouse/Sales Centre, the guard shall check the load with the STN and EGP, make an entry in the register kept at gate office and initial the STN. One copy of the STN will be submitted to the guard and the driver will proceed to the unloading area.
The full goods will be unloaded and the shipper at warehouse/Sales Centre shall check the actual quantity received with the STN and differentiate between the sound and damaged bottles. He shall enter these quantities on the STN and also initial it. A copy of the STN will be kept by the Shipping Department at warehouse/Sales Centre and another copy shall be sent back to the Shipping Department at plant on the next day along with the STNs of the whole day. The EGP shall also be kept by the Shipping department at DPG and entered in the Excise Register. The Shipper at warehouse/Sales Centre will load the route vehicle based on the Load Demand submitted by the Sales Assistant. On the day of the shipment, the shipper will fill out the Out load Sheet in triplicate as per the quantity loaded on the route vehicle. The shipper shall also ensure that only sound goods are loaded on the route vehicles. A collection of these Out load Sheets will then be handed over to the Sales Manager of the person nominated by him, who will assign each route vehicle to individual SMO along with the corresponding Out load Sheet. The SMO should check that the out load concurs with the Out load Sheet and ensure that it only comprises of sound goods. After initialing the Out load Sheet, he shall return it to the shipper. The Shipping Department will forward a copy of the Out load Sheet to the Route Settlement Department (RS). Two copies of the Out load Sheet shall be returned to the respective salesman. One copy shall be kept by Shipping Department. The Shipping Department will also prepare the Sales Note, which shall be signed by the Shipping personnel who is in charge at warehouse/Sales Centre. He will then check the out load, conform the quantity to the Out load Sheet and endorse the Sales Note which shall be forwarded to the salesman.
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The SMO/sales coordinator shall also be provided with the pre-numbered Commercial Invoice, which may be blank or pre-addressed in case of both direct/indirect sales. The route vehicle along with the SMO and the relevant documents will then proceed to the gate. The guard shall check the out load, agree it with the Out load Sheet and initial it. A copy of the Out load Sheet will be handed over to the guard who shall make a corresponding entry in the register kept at the gate office. The route vehicle will then exit warehouse/Sales Centre. In case of indirect sales through dealer vehicle, unloading shall take place when the vehicle of the particular dealer arrives at the plant/warehouse/Sales Center. The shipper shall then load the full goods based on the demand of the particular distributor. Immediately after loading the full goods, the Sales Assistant will ensure that the dealer driver has brought cash/pay order/DD/cash deposit slip of the bank for full goods to be loaded. The Sales Assistant shall prepare the Commercial Invoice. The original Commercial Invoice will be given to the driver of the dealer vehicle and a copy of this invoice will be sent to the route settlement. In case the distributor has made an advance payment directly in the bank account of the Company, the management shall ensure that the amount of the out load does not exceed the amount of the deposit, unless a temporary credit as per credit policy is approved. Cash Management Procedures The Company shall manage the cash in a manner ensuring its effective utilization. For this purpose the Company shall make efforts for quick deposit of cash collected from direct/indirect sales in the bank. At locations, where indirect sales are being made, the distributors shall be encouraged to deposit the cash directly in the bank and to facilitate this the Company shall designate certain bank branches where cash can be deposited and acknowledgement obtained on pre-printed deposit slips. The amount at these branches shall be transferred to the main account of the Company at day end. A copy of the acknowledged slip shall be sent to the plant. At locations where direct sales are made, cash collected from route settlement will be
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` be obtained.
deposited in the bank every morning to ensure early deposit and acknowledgement slip
4. Sale to outlet/distributor At the outlet/dealer warehouse, the filled goods will be unloaded from the vehicle and the empties will be loaded in their place. The SMO/Driver will ensure that the empties loaded agree in brand and pack with the filled goods unloaded. At the outlet, the SMO/Driver shall fill out the Commercial Invoice, which will include: Accordingly in brand and pack, the quantity of filled goods sold Calculating and recording the amount of sale Recording of HTH discount, promo, low fill and wastage, if any. Recording of cash received with denominations Recording of empties delivered Recording of empties returned After signing the Commercial Invoice, the SMO/Driver shall also obtain the signature of the customer or his authorized representative. The original will be handed over to the signatory and the SMO/Driver shall keep a copy of it. All entries in the Commercial Invoice shall be made in ink. The SMO/Driver shall receive the amount of total cash as per the Commercial Invoice and keep it in a properly secured bag. In case of indirect sales through dealers vehicle, the sales coordinator of the Company shall prepare the documents based on the quantity of filled goods loaded and the quantities mentioned in the demand note and forward the filled Commercial Invoice. The sales coordinator will assist the driver of the dealer to deposit the cash with the cashier of the Company.
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5. Unloading and Check-in The following procedures shall be performed for unloading and check-in at Warehouse/Sales Centre/Plant. A specific area shall be designated for unloading the goods from the route vehicles. This area should be: separate from the storage area a significantly large size open and clear away from the entry gate different from the unloading area, if possible There shall only be one entry/exit to the plant and the Warehouse/Sales Centre and at a particular time only one route vehicle should enter the premises. In case of direct/indirect sales, the Shipping Department shall prepare the In load Sheet for the quantity of the in load before entering the premises of Warehouse/Sales Centre/Plant. The shipper shall then supervise the unloading. He will ensure that the full goods, sound empties and damaged empties are kept separately. He shall then agree the inlaid with the Inlaid Sheet and sign it. Three copies of the In load Sheet shall be prepared. The Shipping department shall keep one copy; hand over a copy each to the SMO/Driver/Customer and to Route Settlement (RS).
The SMO/Driver/Customer shall then proceed to RS which shall fill out the Amount column of the Cash Deposit Slip on the basis of the In load Sheet and sign it. The SMO/Driver (and in case of indirect sale through dealer vehicle the sales coordinator/dealer driver) shall then proceed to the route cashier and deposit the route cash/pay order/DD/cash deposit slip of the bank. The route cashier will:
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Count the cash Enter the denominations on the Cash Deposit Slip Enter the total amount of cash/pay order/DD/cash deposit slip of the bank in both figures and words
Sign the Cash Deposit Slip and affix the company stamp Obtain the signature of the sales representative (and in case of indirect sale through dealer vehicle the sales coordinator/dealer driver) on the Cash Deposit Slip.
The route cashier shall keep one copy of the Cash Deposit Slip and hand over the other two to the sales representative (and in case of indirect sale through dealer vehicle the sales coordinator/dealer driver) who shall proceed to RS. This shall be signed by the driver/sales representative, route settlement officer, sales coordinator (in case of indirect sales) and cashier. The detailed control procedures in respect of route cash are described in VI below. The dealer driver shall bring cash / bank deposit slip / Demand Draft corresponding to the in load and deposit it with the route cashier. The control procedures in respect of Post-mix sales and sales to key accounts shall be the same as those described above. 6. Route Cash The management shall ensure that the following control procedures in addition to those mentioned in the above sections, are established to provide clear accountability and responsibility: Ensuring that the route cash is secured at all times. Control procedures during the sale to outlet/distributor:
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` kept at a safe place in the route vehicle.
The cash shall be properly secured and wherever it may be possible, it should be
Only the respective salesman/driver and the Sales Manager performing the spot check shall have access to the cash.
Control procedures at plant / Warehouse / Sales Centre:
(a) The plant / Warehouse / Sales Centre should be equipped with a vault and a wellsecured cashier room. All keys and safe combinations which provide access to cash must be restricted to appropriate employees. (b) The cashier's room should be locked at all times. Keys and/or combinations to the cashier's room and the safe should be assigned to a minimum number of appropriate employees. (c) Safe combinations should be changed at appropriate intervals and after each change of an employee with access to the safe.
1) Cheques should only be accepted if made payable to Company, crossed and endorsed for the account of the payee only. 2) The route cashier must verify the salesman/dealers cash count in their presence. 3) The route cashier should check the bills to prevent counterfeit money from being accepted. If counterfeit bills are found, the salesman/dealer driver must replace them immediately. 4) The counterfeit money shall be destroyed by the route cashier by cutting the bills into two. 5) The route cashier should not have access to Route Settlement or Accounts Receivable system.
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` bank.
6) Proper security services should be used whenever possible to transport cash to the
7) In case security services are hired, their representatives shall be required to give proper acknowledgement for the cash picked up. 7. Route Settlement The RS department will encompass Route Settlement clerks. A route shall only be settled after it has been completely checked. The documents received by RS from the sales representative (in case of indirect sale through dealer vehicle the sales coordinator/dealer driver) and the Shipping department will include:
Out load Sheet In load Sheet Commercial Invoice Cash Deposit Slip Other documents for special circumstances
The Route settlement officer will then checks and record these documents. This will include:
Ensuring that all documents are original and have been signed by the authorized persons.
Ensuring that all documents have been filled in ink and alterations have been properly approved.
Checking that all calculations are correct.

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Ensure that all sequentially numbered documents are accounted for. Verify that all Commercial Invoices have been signed by customers. Agree pricing by customer to approved customer price lists. Verify sales representative's name and employee number to ensure the same employee is checking the route vehicle both in and out. In case of any discount given, a credit note shall be prepared. The above
information shall be entered into BASIS through a number of different applications, which will be used in settling the route in BASIS. After all the information has been entered, the RS clerk calculates the route to see if it is settled properly (i.e. no product shortages/overages, cash shortages/overages, or calculation errors). If there are no overages or shortages, the route will be automatically confirmed for settlement by the system. If the route is out-of-balance, BASIS shall measure and isolate route settlement differences for calculation errors, cash collection differences and load differences. For each category, overages and shortages shall be measured separately. For each route that is out of balance, a sales representative over/short report be generated and given to the salesman. A copy of the report shall be sent for review to the Accounts Manager, Sales & Marketing Manager and BOM. The RS clerk shall ensure that the reason for the exception is ascertained by obtaining justification from the salesman, performing a re-audit and checking from the Shipping documents. The amounts for sales representative shortage and overage should be tracked daily and weekly reports shall be sent for review to the Accounts Manager, Sales & Marketing Manager and BOM. In case of direct sales, any overages shall be retained by the Company and recorded as miscellaneous income in the general ledger and any shortages shall be deducted from commissions. In respect of sales representative, the RS clerk shall collect
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cash for the amount of shortage. In case this is not feasible, the over/short report shall be sent monthly directly from RS to Payroll, for the withholding of shortages. 8. Other Control Procedures The management shall ensure that control procedures, in addition to those mentioned in the above sections, are established and in place to conclude that routes are properly settled. These shall include the following: a) RS personnel who have update access to the BASIS RS System should not have any responsibility for load-out/in and for handling cash. b) Conversely, any employee with update access to any of the above applications should not have access to the RS system. c) Cash Receipts on Account should not be related directly to routes and should be entered in Accounts Receivable system. d) All cancelled or unused pre numbered documents should be properly accounted for by the department initiating the document. e) In respect of locations having pre-mix or post-mix tanks, the shipper should specifically ensure that reported full product tanks are actually full. f) The shipper shall count the out load/in load without having advance knowledge of the quantity. 9. Special circumstances and documents When a route is settled, it shall be ensured that the number of empties as per the out load is equal to that as per the in load. Exceptions to this shall occur in the following circumstances:
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` Empty on Consignment
Under this, the empties shall be given as a loan to the outlet for a particular period. The customer shall be required to fill out an Empty Bottles Loan Requisition and specify the quantity required of the different brands and packs. The MDO shall then enter the other required information on this document, which shall be duly approved. A copy of the Empty Bottles Loan Requisition shall be forwarded to RS, customer and the Shipping Department. At the expiry of the loan period, the Distribution In charge shall intimate the sales representative who shall retrieve the respective quantity of empties. In respect of this, the sales representative shall prepare the In load Sheet Empties Excess when the empties are brought back to the plant / Warehouse / Sales Centre. A copy each of this shall then be forwarded to the RS and the Distribution In charge. On receiving the above two documents the RS personnel shall enter the same in the relevant system applications. Outright Empty on Deposit
In other cases, the empties shall be given to the customers against the equivalent amount of security deposit, which shall be collected with the route cash, if any. The sales representative shall prepare the Empty Deposit Slip (EDS) and specify the rate and the amount of deposit. The Route audit clerk shall compare the information on the two documents, which shall then be entered in the BASIS. One copy shall be sent to the Accounts Department along with other documents relating to RS whereas; the other two copies shall be given to RS and the outlet.
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Marketing Department
a. Hierarchy
b. Number of employees
Department Cold Asset Management Trade Marketing
No of Employees 11 12
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` Customer response RED management Total
2 3 28
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c. Department Wise marketing operations

Trade marketing department Introduction The work of the trade marketing department is to market the brand name of CCBPL. This is basically shop level marketing. The main purpose is to create more and more awareness in the mind of the people about the different products The basic function of trade marketing department is to market or spread the name or trade mark of the organization. CCBPL uses this department to market its products. The main function of the marketing department is to create awareness of its products among the consumers. This is basically shop level marketing. Their function is to create motivtion among the shopkeepers Trade Marketing has four sub departments A. Activation and Merchandizing B. Signage C. Promotion (Contests, Launches, Festivals etc.) D. Budgeting and marketing store
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` A. Activation and merchandizing
The main purpose of the department is to activate more and more shops, now the first question arises that what is meant by activation. Activation Activation means converting a shop. It is the process by which a shop is converted into a coca cola outlet. The shop uses different promotion material provided by the company foe example posters, charts, racks etc. After conversion the shop is called a Coca-cola outlet. Now it uses different techniques like sign boards, posters, wall hangings etc. of different coca cola products which markets the products of CCBPL. Now the main function of Trade Marketing Department is to keep an eye and manage the whole process. To make the Activation process smoother and easier the whole market is divided into different channels known as the channels of activation. Channels of Activation There are many channels of activations but most famous among them are 7 which are divided into 3 categories these marketing channels are the following
Groceries Street vendors HORECA
Groceries Groceries consist of all the stores and shopping malls from where people use to buy daily goods. These are divided into 2 categories TGS (Traditional General Store) MGS (Modern General Store)
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` Traditional general store
A traditional general store is the one which uses more than 50% of the Non-branded items or local manufactured goods. For example: local general stores, kiryana store. Modern General Store A modern general store is a store which sells more than 50% of branded items. For example: modern store, shopping malls.
2. Street vendors Street vendors are the small street shops and small refreshments points. These are divided into two categories BSV BSV stands for beverages street vendors these are the local street refreshments points for example: burger points, chat points etc. PCV PCV stands for cigarette and pan shops these are small street shops and small refreshment points. These are kiosks (khoka) where people often go to take pan and cigarette. 3. HORECA HORECA is the abbreviation of Hotel, Restaurant and caf. HORECA is divided into 3 categories
BSV (beverages street vendors) PCV (Pan Cigarette vendors)
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` LFS LFS ( light food stands) CR ( conventional restaurants) FFR ( fast food restaurants)
LFS stands for local food stands these consists of small food points and road side hotels and restaurants for example: burger points, small hotels etc CV CV stands for conventional restaurants these are the small road side hotels not much expensive and many people visits these hotels. FFR FFR stand for fast food restaurants these are the restaurants which offer different fast food items such as pizza, burgers sandwiches etc. for example: KFC, McDonald etc.
Functions of the Marketing Department

a. Market Segmentation Strategies The Coca Cola company segmented there market according to different factors. These factors are given below 1. Volume 2. SEC (Social economic Class) 3. Channel
4. Area (geographically)
1. Volume Segmentation
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In this the coca cola company is divided his market according to the volume of sales. It segmented his market as Diamond, Gold, Silver, and Bronze. The volume is identified according to the cases of the different brands and packages. Packages may be small or big it case will be considered a unit of volume. This is the volume segmentation Diamond If an outlet sale more than 3000 cases annually. Gold If an outlet sale between 1500 to 3000 cases annually. Silver If an outlet sale between 500 to 1500 cases annually. Bronze If an outlet sale less than 500 cases annually.
2. SEC (Social economic Class) Segmentation SEC (Social economic Class) segmentation divides buyers into different groups based on social class, lifestyle or characteristics income and living standard. People in the same demographic Group can have different psycho graphic makeup. So psycho graphic
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` feels, and behaves. It is divided into three categories High SEC Medium SEC Low SEC
segmentation helps the marketer in examining attributes related to how a person thinks,
3. Channel Vise Segmentation There are many channels for coca cola distribution process so the coca cola divided its market in the seven main trade channels that are discussed before.
Signage The main function of the signage department is to issue sign boards and bill boards to different shops. Their main function is that they paint walls, built counters, back Lighting and Front Lighting etc.
Sign boards and bill boards Design Counters Wall Paints Back Lights Front Lights
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Procedure The shop keepers sent signage requisition form through MDO`s. After receiving these forms are checked by the signage officer and are reviewed and signed by the Trade Marketing Manager, MSM and S&MM. After their approval these forms are sent to different vendors workshops and they performs the signage of the specified shops. Promotion One of the most important tasks performed by trade marketing is promotion of its products. The Department uses many different techniques. All the new product launches are performed by this Department. Several Contests are conducted to boost up sales and different types of Festivals are held and much more. This department basically helps the sales team in boosting up the sales and act as a back bone of the company.
Cold Asset Management Introduction For marketing purpose CCBPL injects coolers of different type and models to all its channels. These coolers are called the cold assets of the company and there is a whole department which manages the whole procedure this department is called cold asset department. Cold asset department performs the following functions Cooler injection, retrieval and tracking Cooler complaints and their settlement
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A .Cooler Injection, Retrieval and Tracking

The first and the main function of cold asset department is to inject new coolers in the market but before discussing the procedure of injection first of all let us discus the different cooler models. Mostly coolers are of three types Chest coolers Visi coolers Pre mix and Post mix
Chest Coolers Chest coolers are available in different sizes, models and of different companies. These coolers are purchased from different companies most famous among them are PEL, Dawlence, Varioline, Ciel etc. These coolers are basically available in different sizes i.e. 3CFT, 5CFT, 10CFT and 15CFT. Visi Coolers
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Visi colers are the coolers which have a glass door and they look more like a refrigeretor. They are just meant for cooling purposes they are not chillers. These coolers are manufactured by Verioline Company. These coolers are available in different sizes. 120SAX 260SAX 360SAX 550SAX 1000SAX
Pre mix and Post mix Beside chest and visi coolers another important cold asset is the Pre mix and Post mix machines. These machines are basically available in two sizes 5 valve and 8 valves. These machines are made by two companies LANCER and OLYMPUS. Cooler receiving and injection Now a days CCBPL is only purchasing coolers from VERIOLINE, Lahore. The asset injection process starts after receiving the new coolers from verioline Lahore. When the new coolers arrived in the factory they are received by the assistant officer Trade Marketing (Fareed}. These coolers are stored in the marketing store and the godown. Before placing the coolers into the go down their codes are matched by the code numbers sent by the varioline company.
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` Cooler injection process
The injection process of coolers starts when the cooler requisition form arrives to the trade marketing officer. Cooler requisition form is a form which is sent by the shopkeeper. It is basically a request by the shopkeeper that he want a cooler of CCBPL this form contains the information about the shopkeeper, the shop, its route, agency etc. on approval by the top management these forms are sent to the trade marketing officer (Mr. Zia) who performs the asset injection process. After receiving of forms each cooler is sent to its destination. The TMO write name of the agency as well as the name of the shop and is sent to the agony/distributer. Each cooler has its own asset code which is used to track the cooler. The asset code is noted on the cooler requisition form so that to keep a complete record of the cooler. Coolers complaint and their settlement When CCBPL injects its cold assets in the market is also provides free repairing and service of its cold assets. For this purpose a separate department is working known as the cooler complaints department. The faction of this department is to note the complaints and to settle those complaints as soon as possible. The most common complaints faced by the department is the non working of the coolers.
Working In case of Non working of the cooler the shopkeeper files the complaint on the complaint number provided by the company when a complaint is filed it is written n a form named as cooler complaint form. A cooler complaint form contains the name of the shop, cooler asset code and the name of the shop keeper so that it would be easy to trace the cooler. After filling these forms are sent to the workshop which is situated in the marketing store. After receiving the forms action is made on them different mechanics
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are sent to repair these coolers when a cooler cannot be repaired in the shop it is lift back to the workshop. In the workshop old coolers are repaired, painted and cleaned. And after service they are returned to the shopkeepers.
Objectives of Cold Asset Department

Cold Asset Injection To ensure agreed cold asset quantities to be injected by the year end (6600 approx) To ensure the paper trail must be supported with all necessary documents while injecting cold asset To ensure the cold asset injection within week time on receipt of papers (subject to availability) To establish a parallel record of cold asset injection based on conversion & relocation by party / route on daily basis To analyze the cold asset injection vs. their planned numbers on weekly basis Cold Asset Management To ensure the proper record of all cold assets injected in the market all the time (more than 24000) To ensure the retrieval of any cold asset agreement within 10 minutes of request To ensure the timely & accurate data filling and generate cold asset injection report on daily basis at said time
Cold Asset Maintenance To ensure the cold asset complaint should be addressed and completed on following benchmarks Base Market: Diamond outlets 24 hrs - Other outlets 48 hrs
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` Outstation: time execution
Diamond outlets 48 hrs - Other outlets 72 hrs
To maintain a proper record of all complaints by cooler, by nature & ensure it in To ensure area of workshop should be neat & clean as per companys bench mark all the time To ensure retrieval of cold asset within week time from the day of sales person request
Cooler Workshops (on contract)
To prepare a quarterly cost analyses of out station contractual workshops To visit 5 workshops every month to ensure the timely execution of complaints To monitor outstation workshops should follow the complaint lead time (48 hrs) and complaint address time (72 hours) To ensure 40% of outstation coolers should be handled by outstation contractual workshops.
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vii. Accounts Department
Accounts Department is responsible for proper flow of cash and for the controlling of financial assets of the organization. The budget is allocated by TCCEC (The Coca-Cola Export Corporation) for the period of month or two and finance manager of TCCEC off and on came there to check the financial activities. On the whole Accounts Department consists of 16 (Sixteen Employees).They all are hard working and loyal to the organization. In Accounts department computerized Accounting System prevails. Till last year main financial transactions were taking place in Peachtree. Now all the transactions take place in SAP. Other softwares being used in CCBPL are Basics, CCBPL Payroll System.
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Role of Different Designations

Every designation plays a key role in the development and the growth of the company business. Each and every individual and the department has its own worth. Following is the structure of the departments in the DPG. (Duty Paid Gowdon) These are the parallel departments and directly report to the S &MM.
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S &MM
Sales Dept.
Sales Training
Marketing Services
Key Accounts
Plant General Manager
(Mr. Usman Butt)
The all business operations and the activities are controlled and supervised by the plant general manager. He is the head of this organization CCBPL Gujranwala. So all the strategic decisions and the operating policies are made by the PGM. All the sales targets and other matters are implemented on the specific department by PGM. So he is the boss of the entire territory.
Sales and Marketing Manager
(Mr. Mian Furqan)
All the sales and marketing activities are watched and controlled by this manager. There are three departments Sales, Sales Coordination, Marketing department which are working under the S&MM. So in this way this is a very important post in the company. All the RSMs, Key Accounts department are directly report to the S&MM.
Regional Sales Managers
3 Posts
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The regional sales manger (RSM) is the responsible for sales targets of his region. Each RSM has a team of employees which consists on the Sales Managers (SM) and Marketing Development Officer (MDO). So the RSMs tried to their level best to complete the sales targets which are given by the S&MM.
Regional Sales Manager
(Mr. Aqeel Iqbal)
He deals the outstation market that starts from Shahedra to Warirabad. All the agencies and private contractors of this region are working under him. There is a team of SMs, MDOs, DSFs who are report to him.
(Mr.Imran Bashir)
He deals the outstation market that starts from Gujrat to Mirpur. All the agencies and private contractors of this region are working under him. There is a team of SMs, MDOs, DSFs who are report to him.
(Mr. Shakeel Aftab)
He deals the outstation market that starts from Sailkot upto Shakar Garh. All the agencies and private contractors of this region are working under him. There is a team of SMs, MDOs, DSFs who are report to him.
Sales Manager
(Mr. Tariq H. Raja)
Basically he is sales manager but working as a RSM. All the sales operations of the base market are controlled by him. He deals the direct sale which is being done in the base market.
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Sales Training Manager
(Mr. Rafiq MAO)
All the training activities are monitored by the STM. In these training sessions training of new employees and the refresher courses for old employees are included. Employee performance tests are controlled by him.
Sales Coordinator Executive
(Mr. Shahzad Ahmad)
He deals with the operations of the coverage report and the route settlement. All the problems of the SMOs and the MDOs are properly entertained by him. I as a internee, also working under his supervision.
Assistant to PGM
(Mam Sabeen Ajaz)
She deals with all the departments on the behalf of PGM. All the matters which are discussed to PGM. Those are only possible with the help of her. I as a internee, also working under her supervision.
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a. My Role as a Internee
Description of the department I worked in
a. Sales Department
Distribution of the Sales Area of Gujranwala Plant The whole area of Gujranwala Plant is divided into three (3) broad regions these are Gujranwala, Sialkot and Gujrat.
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The whole Gujranwala region is further divided into two areas these are named as Gujranwala Base and Gujranwala District. The whole Gujranwala city including old city is the part of Gujranwala Base. Gujranwala District consists of all neighboring areas of Gujranwala city (Daska, Hafizabad, Wazirabad) Basically for sales purposes the whole territory of Gujranwala region and other regions is divided into many small parts and for each part they have a separate distributor i.e. for With the help of these MDOs company come to know the actual situation of the market from the mouth of their own employees. And company provides assistance to the distributor for achieving the sales targets. As in Sialkot region there are two Area Sales Managers for the co-ordination of Regional Sales Manager similarly there are two Area Sales Managers in Sialkot They are hard working people. Due to their hard work distributors of that region are able to achieve the sale targets. The remaining departmental structure of the Sialkot Region is exactly similar to that of Gujranwala Region. The Gujarat Region covers the area from Wazirabad, Ali Pur, Ahmed Nagar. As in other two regions Gujarat has also two Area Sales Managers for the co-ordination of Regional Sales Manager.
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List of Projects
a. Sales Department
Data Validation The project which is assigned to me is the data validation. I visited the market with the help of MDO and check the availability of the cooler, activation material, Channel, SEC etc. I personally went on different routes of the base market and visited the shops of those routes. Customer Database To establish route distribution, sales information is to be gathered about customers and listed on the outlet master forms. These shall serve as the permanent data files.
b. Marketing department
Like all other organizations CCBPL also have different departments that perform different functions. The main departments are Human Resource, Production, Finance and the last and the most important The Marketing Department. The basic function of the Marketing Department is to support sales team to market the products of Coca Cola. They usually create awareness about the companys products in the mind of consumers or in other words they play a vital role in boosting the sales of the company. The work of Marketing Department is very large and complex. Therefore to work more smoothly and efficiently it is divided into small sub Departments. These Departments I have visited. i. ii. Trade marketing Department RED Audit Department
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` iii. iv. Cold Asset Management Consumer & Customer Response
Hierarchy of Marketing Department
i. Trade marketing department The work of the trade marketing department is to market the brand name of CCBPL. This is basically shop level marketing. The main purpose is to create more and more awareness in the mind of the people about the different products The basic function of trade marketing department is to market or spread the name or trade mark of the organization. CCBPL uses this department to market its products. The main function of the marketing department is to create awareness of its products among the consumers. This is basically shop level marketing. Their function is to create motivation among the shopkeepers Trade Marketing has four sub departments Activation and Merchandizing Signage Promotion (Contests, Launches, Festivals etc.) Budgeting and marketing store
ii. Cold Drink Asset Management

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For marketing purpose CCBPL injects coolers of different type and models to all its channels. These coolers are called the cold assets of the company and there is a whole department which manages the whole procedure this department is called cold asset department. Cold asset department performs the following functions Cooler injection, retrieval and tracking Cooler complaints and their settlement
Cooler Injection, Retrieval and Tracking The first and the main function of cold asset department is to inject new coolers in the market but before discussing the procedure of injection first of all let us discus the different cooler models. Mostly coolers are of two types Chest coolers Visi coolers Pre mix and Post mix
Coolers complaint and their settlement When CCBPL injects its cold assets in the market it also provides free repairing and service of its cold assets. For this purpose a separate department is working known as the cooler complaints department. The faction of this department is to note the complaints and to settle those complaints as soon as possible. The most common complaints faced by the department is the non working of the coolers. iii. R.E.D (Right Execution Daily) RED FUNCTION IS TO BRING THE MARKET REALITY TO OUR KNOWLEDGE DAILY, SO WE CAN IDENTIFY IF OUR STRATEGIES ARE BEING EXECUTED AND WHERE CAN WE DO BETTER. To achieve daily perfection, COCA-COLA developed a POS survey method that generates market reports to the sales area with indicators, so they can have better information to execute on the market and named it RED.
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` RED KPIs & Weight age Availability (must SKUs as per BPPC)
40% 20% 20% 20%
SOVI (Share of Visible Inventory Facing in Display) POP (Activation as per Toolkit) POC (Cooler)
Key Learning
a. Success and failed Products
Successive Products Coca cola is a multinational company .Almost In the Pakistan almost its all products are success and have a reason blue market growth. Once again these products are Coke Coke diet Sprite Sprite Zero Fanta Pulpy Orange
Reasons of Success Strong Taste and flours

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` Popular among people Availability at every Corner of the country Target marketing Segmented markets Strong Distribution Reasonable prices Strong management Extreme quality Accessibility Strong awareness Give values to customers Competing brand Active sales promotion Strong Image Affordable Second Advantage over rivals Sales promotion Effective margins to
Failed products The coca cola company used his same strategies for all the products so in this way as the all the products should be successive. But it is not compulsory that the same strategy is used for all the products. There are some failed products also. These failed products of coca cola are Splash (Minute Maid) Sprite 3G
Reasons Of failure Less Advertisement

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The coca cola company not takes attention on the advertisement of the Splash. The first TV commercial of splash is shown after two to three month of the launch of the splash brand. Awareness and communication The promotional strategy of these products is not up to the standard so the people in the market are less aware with these products splash and the sprite 3G. Focus on push strategy The company focuses more on the push strategy rather than the pull strategy. Because these products are new and for new products pull strategy is more effective to have. The competitive products There are more control of the competitive products in the market,. The people like their product instantly more than the own brands. .these brands are more successful have high market growth. Having more shares in the market these compotators are for splash these are sheezan and nestle and for Sprite 3G there are Mountain Dew by the Pepsi Company.
Taste and Flavor The taste and flavor of both these products are not liked by the people. According to them the taste and flavor are not so refreshing than the other brands against the other competitive brands Market growth rate is low The market growth rate of the splash and the sprite 3G is low because these are the NPD (New product development).
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` Other reasons A weak positioning strategy is used.
A less-than-optimal "configuration" of product or service attributes and benefits is selected. The advertising campaign generates an insufficient level of new product/new service awareness. Cannibalization depresses corporate profits. Over-optimism about the marketing plan leads to a forecast that cannot be sustained in the real world.
Future prospects of Coca Cola

Coca-Cola has always been a brand associated with youth and exuberance, surrounded by a positive contemporary outlook on life. The marketers behind it must have continued to do something right, as Coke remains arguably one of the most well known brands in the world. In future the coca cola have long plans. In their view the Pakistan Environment Is affordable for some high social economics products. They also want to increase their sales volume. For this purpose the company has more strong strategies for this purpose. The company will get more attentive on their competitive brands. The company will apply More Stronger product solutions More active pricing strategies More segmented distribution More stronger sales promotions
For Next year, these goals are: To increase the revenues by 20% as compared to last year. To increase the total retail customers by around 10%. To increase the market share by 5%.
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` In future coca cola also the launches of some new products
Disani Flavored water
Burn Energy Drink
SWOT Analysis of Coca Cola

Strengths
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A strong Multinational company Brand equity/image & recognition Coca Colas Bottling System Dealers and Distributors Excellent Service Financial Position and Credit Rating are Strong Well Developed Strategy Information System interface is used One of the World's Most recognized brand. Product diversification (water, juices, soft drinks, sport drinks, etc)
Weaknesses

Dissatisfaction among staff (between the management and the worker) Lack of motivational factor Lack of promotions of staff High Turn Over of Employees Large Hierarchy Late decisions Lack of Coordination Between departments Credit rating Low Wages of daily workers Chilling Equipments are poor in performance as compare to competitor company
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` More paper work as compare to the competitors
Opportunities
More Still drinks (Juices) should be introduced Expansion Reaching all over the Pakistan Possible growing demand. Acquisitions of smaller players. Bottled water growth PET Bottle in Liter pack
Threats
New Viable Competitors (Gourmet Soft Drinks) Fake products Supply by the unknown peoples Competing Products (Pepsi)
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` Rapid Social Economic Changes in market Political Instability in The Country Economic Instability Health Drinks Fruit Juice Companies
Conclusion
It was a good experience working in all the departments and understanding their procedures of handling their work and examining their strong commitment and positive attitude towards serving the company. I came across various experiences in Sales and Marketing Department. Overall this organization is doing well. Company provides many benefits and also facilitates its employees at all times. A rich culture is followed in CCBPL Gujranwala. In short.I have spent a memorable time over here and learned a lot from them. In the end I wish a prosperous and bright future to Coca-Cola Beverages Pakistan Ltd. (Gujranwala Plant)
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Recommendations
The Coca-Cola promise and their aspirations for the 21st Century must drive their decisions and their actions. The following recommendations are made for further betterment; The company should have a team to check the fake products in the market Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. According to the survey, conducted by the international firm Pakistani people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand. Marketing team should try to increase the availability of Coke in rural areas. They should collaborate creatively with those who sell their products in the marketplace, developing relationships built on mutual success, not only from their brands, but also from their services.
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They should actively cultivate a diverse, rewarding culture that encourages their people to develop to their fullest potential, assuring enjoyment and satisfaction in the Coca-Cola work environment.
They should intensely promote innovation as an explicit priority in every aspect of their business, including the structures of their business. They should consolidate resources to focus on the soft drink market and divest of other businesses such as fruit drinks They should continually operate as model business citizens, consistently shaping them business decisions to improve the quality of life in the communities where they do business.
Most of the outlets complaint about the lid of regular size bottle as there has been the problem of rust on it, so it is recommended to the Company to regular feedback from the market about the quality and distribution of product.
The job descriptions should be revised.
References
Books References Principle of Marketing by (Philip Kotler) New Product Development by (Crawford, Merle, Benetto)
Website References

http://www.google.com http://www.cocacola.com http://www.cocacolaasia.com
Company References
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Company Officials and documents
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Internship Report Coca-Cola

Coca Cola Beverages Pakistan Ltd (CCPBL) Name:

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

What ever I am its because of my parents.

My teachers made me eligible enough to face different

challenges and win those challenges.

Last but not least coordinated persons, who support me a

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

Departments in which I got the training

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

Company Objectives Gujranwala Beverages wants to achieve the following goals:

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

Changes in Gujranwala Plant

Internship Report Coca-Cola

Globally & Location Specific

Introduction of the Soft Drinks beverages sector

History Of beverages sector

1798 The term "soda water" first coined.

Internship Report Coca-Cola

Non-alcoholic Beverage categories (soft drinks)

Beverages sector in Pakistan

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

Overview of the Coca Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

NATIONAL UNIVERISTY OF MODREN LANGUAGES

Internship Report Coca-Cola

Internship Report Coca-Cola

Internship Report Coca-Cola

` 1976 "Coke Adds Life" campaign is introduced. 1977

Internship Report Coca-Cola

` most admired trademark in the world. 1989

Internship Report Coca-Cola

An independent worldwide survey confirms that Coca-Cola is the best known,

NATIONAL UNIVERISTY OF MODREN LANGUAGES

` Time line of coca cola

Internship Report Coca-Cola

Internship Report Coca-Cola

Coca Cola in Pakistan

Karachi Rahim Yar Khan Lahore Multan