You are on page 1of 11

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 Customer


Evolution of Channels of
Distribution :

What’s the
value Direct Retailer Wholesaler
Agent/Broker Agent/Broker
added from Channel Channel Channel Channel Channel
each Producer
Producer Producer Producer Producer
Intermedia
ry?
Agents or Agents or
Brokers Brokers

Wholesalers Wholesalers Wholesalers

Retailers Retailers Retailers Retailers


Can we
retain the
value Consumers Consumers Consumers Consumers Consumers
without
intermedia
ry?
Conventional Vertical Marketing
Marketing Channel System (VMS)
Now what does Coca-Cola
Follow…..
Coca-Cola’s strong Distribution
Channel :

70.4%
• Venezuela was the only
100% country in which Pepsi was
bigger than Coca Cola
• In 1996 Cisneros Group
switched from bottling
21.5% Pepsi to Coke
• In the last quarter of 1996
Pepsi had only 15.5%
market share
The Distribution
Channel at
Coca-Cola
Retailers
Super-
markets,
Kiosks Consumers

Airlines
Bottler

Clubs,
Bars
Restaur-
ants,
Hotels

Vending
machines
Distribution Channel at the Bidadi
Plant in Bangalore

Targeted Customers
In & around
Bidadi Bangalore City
Plant
Hebbal
Depot

Delivery
Trucks
Distribution Strategy
adopted by Coke

Distribution Push
Strategy

Distribution Pull
Strategy
The Journey of an
Empty Coca-Cola
Bottle
Bidadi
Manufactur
ing
Plant

Packed
&
Resent
to the
stores
Recycle of a PET
Bottle of Coca-Cola
and the various uses
of it.