Channel of Distribution of Coca Cola

Presented By : Sounak Chakraborty Abhishek Sahu

Channels of Distribution

• “Systems” of interdependent organizations that direct the flow

of product (title/possession) from producers to buyers.

Producers Intermediaries CustomerProducers Intermediaries Customer

Evolution of Channels of Distribution :

Producer Producer Producer Producer

Consumers Consumers Consumers Consumers

Retailers Retailers Retailers

Wholesalers Wholesalers

Agents orBrokers

WholesalerWholesalerChannelChannel

RetailerRetailerChannelChannel

DirectDirectChannelChannel

Agent/BrokerAgent/BrokerChannelChannel

Producer

Consumers

Retailers

Wholesalers

Agents orBrokers

Agent/BrokerAgent/BrokerChannelChannel

Conventional Marketing Channel

Vertical MarketingSystem (VMS)

What’s the value added from each

Intermediary?

Can we retain the value without

intermediary?

Now what does Coca-Cola Follow…..

70.4%

21.5%

100%

Coca-Cola’s strong Distribution Channel :

• Venezuela was the only country in which Pepsi was bigger than Coca Cola

• In 1996 Cisneros Group switched from bottling Pepsi to Coke

• In the last quarter of 1996 Pepsi had only 15.5% market share

Super-markets, Kiosks

Airlines

Clubs, Bars

Restaur-ants, Hotels

Vending machines

Bot

tler

Consumers

Retailers

The Distribution Channel at Coca-Cola

Bidadi Plant

Hebbal Depot

Delivery Trucks

Distribution Channel at the Bidadi Plant in Bangalore

Targeted Customers In & around Bangalore City

Distribution Strategy adopted by Coke

Distribution Pull Strategy

Distribution Push Strategy

The Journey of an Empty Coca-Cola Bottle

Bidadi Manufacturing

Plant

Packed & Resent to the stores

Recycle of a PET Bottle of Coca-Cola and the various

uses of it.