internee mohd.ali sheikh personal performance in coke

8/14/2019 Internee Mohd.ali Sheikh Personal Performance in Coke

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The Department which assigned to me is Marketing Department. I have completed myinternship there and got enough knowledge about Coca Cola marketing strategies and

policies.

Marketing Department:

There are two parts of marketing department

Chillers department Trade marketing

ActivationSignage

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Chillers Department:

Immediate Supervisor: Mr. SamranSenior Supervisor: Mr. ImranBoss (MSM): Mr. Ayaz Khalid

Chillers Documentations:

There are different types of documents for injection and shifting and removal.

Asset Injection FormEquipment Installation FormAffidavitLegal agreementPolicies agreement formPay Back Period CalculationsAsset Removal FormAsset Shifting Form

Chiller Issuance Requirements:

There are following requirementsI. Firstly, the MDO goes to client and fill a form of asset injection where following

requirements are fulfilledMDO nameDistributor nameShop namePerson nameCity

AddressTerms of agreement (Conversion, Retention and new outlet)Present assetCooler type (Visi Cooler, Chest Cooler)Model n size (120SAX,160SAX,260SAX,400SAX,650AX,1000SAX)Estimated salesDistributor codeShop/ outlet code

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Then the forms comes in the marketing department where further requirements arefulfilled

DateTypeAsset codeSerialGate passSignature of the writer

Then the MDO, SM, RSM, MSM, Accounts manager, sales and marketing manager and Territory G.M signatures are being taken and then the chiller is issued

Documents necessary by the shop keeper:

a) I.D card b) Iqrar naama /Affidavitc) Legal agreementd) Electricity bill(latest by three months)

This is the complete process for the chillers issuance

Chillers production:

Chiller production agreement is between coke and inter cool. They issue aseparate serial number for the coke chillers to identify them from all.6000 to 7000 chillers are being produced every year. When coke receives thecoolers then they assign a cooler code like:E.g. M 0 9 3 1 0 2 7 8 5WhereM= MULTAN09=YEAR (2009)3=NUMBER FOR COKE1=for CHEST COOLER 02785=Number of chillers present in coke

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How coolers are verified, updated and stored:

All the legal documents are attached in a file and given a number. Then they are updated in BASIS (the coke database) and in Excel reports

are generated where all the data of the customer is residing.

Both file and database are working parallel to reduce error and for audit purpose for reconciliation.

How coolers are replaced, shifted or re issued:

When the customer leaves the coke an additional form is filled by the MDOwhich is known as Asset removal form.All the legal documents are returned back to the customer and the cooler is shiftedto another shop which will repeat the process from asset injection to so on.Then data is updated and stored with new customer information and old

information is removed from files but information resides on Basis.When any problem arises in the chiller then the chiller comes to the work shopand after repair the chiller is re issued to the shop keeper.

Customer Complaints:

Whenever any problem arises regarding chillers then CRP deals with it. Any problem like gas leakage, paintings etc arise then customer calls CRP and tells the problem with asset code address and shop name. Then this information is being sent tothe Chiller Work Shop and the elctrition and mechanics go to the required outlets andresolve the problem the shop keepers are facing. After removing the problems the

electrition and mechanics hand over the report to the CRP and then the report is beingshown to the Marketing Service Manager (Ayaz Khalid) and then stored in Basis and infiles as well.

Chiller Verifications:

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Combo deal stand board

Signage:

Out door advertisement of the shop or the outlet is known as Signage.e.g.

Bill boardsCountersCabinsPaintings

Activities:

They perform advertising activities for Coke. They are given the informationabout the outlets addresses and asset codes by the MDOs then they go the particular shopand paste the required material. Then they make report that this respective outlet has beenadvertised and then submit to the MSM and enter the information in the Basis.

They are having Pronto Advertiser who are actually producing andmaintaining these types of activities. Coke is having near about four to five advertisersfor the brand advertisement Whenever Coke needs to advertise something then theyorders the respective company and then the order is being made and sent to the Coke andfinally pasted on the outlet.

Advertisement is in accordance with the outlet type and estimated sales. How they areadvertised its present on the Coke Book of Advertisement. The Coca Cola attachedwith meal is a package of coke to increase the sale of the coke brands. All theadvertisement material is pasted according to the outlet shape and surroundings and sales.

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Coca Cola and meal (The successful rule of activation):

From many past years Coca Cola is connected with the home and restaurantsmeal. Now Coca Cola has initiated the activation kit.Activation is being done in following stores

Modern general store. Traditional general tore. Conventional restaurant. Fast food restaurant. Local food stand.Modern general store:

1.5ltr pack is directly related with the modern general store. So the sticker of

1.5ltr must be displayed properly.Ice cold flag must be placed at the outside top corner of the outlet.Coke poster must be placed outside the outlet..Bottler rack must be placed outside as well as inside the outlet.

Traditional general store:Brand strip cooler branding price strip must be pasted inside the cooler rack.Counter top must be present on the upper side of the wall.Cooler head must be pasted on the upper portion of the cooler.

Conventional restaurant:Shop sign must be pasted on the placed on the top up of the shop.Counter branding the sign of the Coca Cola and meal must be painted with the

restaurant name.Plastic poster must be pasted on the wall.Brand strips cooler branding price strips must be pasted inside the cooler.White board must be pasted outside the outlet on which the rates of the food

items are being written.Flag must be posted outside the outlet.

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500ml Pet

Coke Sprite Fanta Water

Pulpy

400ml 1250ml

330ml Can

Coke Sprite Fanta

2250ml

Coke Sprite Fanta

This is all referred as the SKU (Stock Keeping Unit) which tell us about thedifferent types and packs of the Coke brands. When a MDO creates an outlet then howmuch and what type of pack will be offered to the shop keeper is dependent on the outlettype whether it is modern general store / traditional general store etc. then accordingto that the trade marketing employees (TMOs) go to the outlet and paste their advertisement material on the outlet.

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Personal Performance:

Activation of the outlet

I have gone to the market with a Trade marketing officer (TMO) . Wewent to different outlets and pasted the required advertisement in accordance withthe outlet type and estimated sales. Advertisements like

Bp stripsCounter brandingCooler headWhite menu boardFlag etc

Signage of the outlet

I went with the signage officers who are working in the market to manyoutlets and made advertisements of Coke. The advertisements like

Bill boardsCountersCabinsPaintings etc.

I went to the outlet with an MDO and SMO and pasted the Fishy (Counter Name)On the top of the shop.

Bill Board Designing Assignment

I have also designed many bill board designs. They are appreciated by theRehan Shah (Marketing signage officer) and Haris (Trade MarketingExecutive).These persons have recommended me to make more designs for Coca Cola Brands. I am still working on the creative designing of Coke.I have also made the Coke Identity Cards / Visiting Cards.

Splash Lemon Activity:

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When the New Splash Lemon is introduced then they were there withme in DPG and were advertising their Splash by pasting the posters on the trucksand giving flags to the drivers that they must paste the material in the outlets. Ihave also distributed the flags and was pasting the posters on the trucks.

Sales Department

There are three parts of Sale Center WarehousingSales OperationsShipping

Warehousing:

It is basically a store where the Beverage Stock is residing means thatempty bottles and filled bottles are present in it. Three supervisors are there in three shiftswhich take the record of the present stock in the warehouse. FIFO method (First in firstout) means which item will come first it will be out first so that before the expiry the itemcould be present in the market for the consumers.

Shipping:

It is the department for the fleet management. There are four types of fleetTrucksLoadersCars for ManagementBikes for the MDOs and MROs

All the information is being handled in the shipping Department. Theallocation of the fleet to any employee has following information

ID CardDepartmentFleet number Engine number Petrol/CNG ratio

All the data is stored in shipping and the copies of the documents are present in HR, respective department.

Work shop for fleet maintenance:

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Activities:Coordination among distributors and company departments (Sales and Marketing,Shipping, Production, Finance, and HR).Load management activities (Cash / Empty / load dispatch approvals for distributors and routes).Distributors communication / correspondence regarding their A/R Ledger, emptyledger and promotional schemes.Preparation of targets and commission for distributors and staff.Collection of daily sales forecast from field sales staff (Sales Composite Method).Supply Chain KPIs reporting (Key Performance Indicators).Distributors / staff claims processing.Distributors development plan monitoring.A/R and empty / shell recovery.Supporting direct route operations.Collection of activities / feed back from sales staff.ISCIMS now ISIS coordination.

Monitoring of zero sales coolers.Monitoring of stock at distributors warehouse.

Coordination office:

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I have performed near about all the activities which must be done by thesales and coordination department must do. Like:

I personally developed the documents for the uploading and unloading of

the distributors vehicles.

The procedure for un loading :

I. Distributors vehicle at plant for unloadingII. Distributors empty slips

III. Intimation at plant gateIV. Empty and full in record at gate officeV. Shipping for unloading

VI. Empty deposit slipVII. Empty settlement in accounts

VIII. Consignment return and route header IX. Out from plant after security check.

The procedure for out loading :

I. Distributors vehicle at Sale Center for loading andintimation at gate

II. Sales coordinator office (Load demand form

III. Shipping Dept for loading (out load form)IV. Sales coordinator office (Sale Invoice, Empty deposit slip,route header form)

V. Cash office (cash slip, A/R Ledger)VI. Sales coordinator office for arrangement

VII. RSA for settlementVIII. Shipping Dept (Excise document TP3)

IX. Out from sale center after security check

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I went with SMO (Sale Merchandise Officer) to the market on truck anddistribute the orders and take over the empty available on the outlets. TheSMO has three main documents without he will not be able to visit themarket.

o Shop code list (Addresses)o Discount list (Different for different shop keepers)o Sales invoice (order filling forms)o Coverage report (Daily visit Plan Report)

I have observed that how the SMO talk to the shop keeper and what tacticshe uses while speaking.

I have visited the market with MDO ( Syed Mohsin Raza). He has threeTerritories:

o Shah Rukne Alam Colonyo Bodhla towno Bosan road with University

But I have visited only two because of less time and more work. We wentto different shop keepers for the product orders and to make goodcommunication with the shop keeper so that he could realize that he is a

part of Coke.

We have created a Coke point ( Multan Public School) which was previously a Pepsi point but we easily tackled the administrator with our discounts and samplings and chillers.

Credit Notes Delivery:I have also delivered Credit notes (Periodic discounts) to different shopkeepers of Koray Wala area with MDO. It is actually a note where thediscount per case is written and at the bottom total cases and their respective discount is mentioned.

Market Visit Report:I have visited many shops with MDO and at the end I made the report onthe visits we have done in a single day. At that day we visited 30 shopsand discussed about their sales and tell them about the new offers of Coke.

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Customer Response Survey:I have also made a consumer response survey just to see where actually Coke

stands in Pakistan market.

I went to different areas of Multan, Lahore and Karachi and got enoughknowledge about the choice of the consumer about beverages. The result was in favor of Pepsi due to its immense distribution than Coke. Brand availability is the main problemfor Coke.The result is summarized as:-

Coke with Competitor (Choice Preference):

30% said that Pepsi is better than Coke.19% said that Coke is better than Pepsi.51% said that they cannot compare two brands both are same .

Taste Difference:

Consumer said that we prefer coke because its hardSome said that we dont like killing coke because they remember the coke

past issue.Some prefer Pepsi because it has light taste.Some said Dew is more preferred in market then 3G.Some said that Splash apple/mango is adjustable.Some said that they are crazy for Splash apple.Splash Lemon is not adjustable in market.Some said that 5Rs lemon is better than the Splash Lemon of 12Rs.Splash Lemon is going towards Zero sales.Pulpy going cool because of real taste.Some said Pulpy is costly but due to taste we compromise.Some recommended Fanta because they said that it is hard than Mirinda

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Availability:

Coke brands like (MinuteMiad, Tin Packs, NRB Bottles) are less availablein the market at every outlet they are exclusively distributed.

Other juices like Fresher, Shezan are more available than Splash andMinuteMaid.Competitor has more and wide distribution than the Coke and their

products are widely available everywhere.Coke has less distribution than Pepsi.

Promotion/Advertisement:

Pepsi is advertising their product on event basis like Cricket becauseCricket is more preferable everywhere in the world than anything even thechildren from 10 to 15 yrs old and other elders and aged persons are fond

of cricket so Pepsi make advertisements on cricketers thats why more preferred.Pepsi make activities like they have done for Pepsi Max just to remind theconsumers that Pepsi is a part of their life.Coca Cola promotion is creativity based. They dont go for event thatswhy they are having fewer shares in Pakistan Market because in Pakistanless people know about the creative branding others are just eventabsorbers.Coke has not done any promotional activity for any brand thats why theyare facing problems in making their sales because people are less awareabout their brands.

These were some of the questions regarding consumer response towards the products.This research is very important for the Coke Management to better evaluate their customers.

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Brand Management

I have developed some promotional planes for Coke Brands just to createawareness and loyalty in the consumers. Its a part of brand management and it is being

done in Head Offices. This is not assigned by anyone but I personally created some planes.

Promotional Planes:

Race CompetitionPromotional Dialogues ActivitySchool ActivityCoke Brand Ambassadors ActivityCoke Financing ActivityFree Sampling Activity in collegesCoke Celebrating 14 th August

Race Competition:There must be a race competition between ages from

Children 11-16yrsElders 17 to onward

Everyone will be varying Coke Brand Ribbon on his arm.The participants will be allocated the names on the names of the CokeBrands.

Reward:

1st

Three bottles 1.5ltr 2nd Two bottle 1.5ltr 3rd One bottle 1.5ltr

Promotional Dialogue Competition:This is basically a cantonment side and college side activity whereeveryone will be having 5mins to write some promotional dialogues on thefavorite Coke Brands.Then judges will announce the winner who will be having the mosteffective Promotional Dialogues.

Reward:

1st

pack of 1.5ltr (coke brands)2nd pack of 500ml (coke brands)

School Activity:Drawing Challenges for children. (Splash Bottles will be given to winners)

Quiz competition for elders. (Coke brands will be offered to winners )

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Coke Ambassador Activity:This is the first time to be the innovator to choose brand ambassador.There must be an interview of the participants from different Universitiesand Colleges for Coke Ambassador.A sale volume will be allocated to him that in this much period you haveto sell this much quantity.A Coke cape, t shirt, Coke Ambassador Card will be hand over to the

participants.Even there can be different Ambassadors for the different brands.

Reward:

Whoever completes the targets within the allocated time will get a chanceto be a part of Coke as an employee.

Coke financing for poor people (Trust):Coke must create its own trust for the welfare of the poor people.In universities and colleges there will be a separate quiz competitionfor teachers and students.Whatever the reward is will be hand over to the Coke Trust or someother trust for the welfare of the society.Tickets will be there for the participants of each 100Rs.

After quiz competition there will be refreshment by the Coke for the participants.Coke participating card will be given to them.

Free Sampling in Colleges:Free coke products will be given to students just to do promotion of the Coca Cola Brands.It will create consumer loyalty towards the brand.

Coke celebrating 14 th August:Coke must participate in these types of events because nations likePakistan are more oriented towards the events going in theenvironment.Coke Jiay Pakistan must be pasted at most of the places so that peoplecould come to know that Coke is having Pakistan in its heart.Batches, caps and flags must be offered to shop keepers on theallocated target sales volume.

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Suggestions/Recommendations :

Company should built effective distribution system with professional sales

force.

Equally check on the market to see the good supply in market.

Company should built good relations with shop keepers especially to

retailer by offering some good schemes.

Good medical facility should be given within production plan so that

employees feel themselves secure.

Company should try to improve their product image which is not good

especially in Multan market.

Importance should be given to good display in the market.

Employees should be encouraged to give suggestions.

The corporation should provide more opportunities to their employees torise.

Management of CCBPL should arrange different lectures for its staff from

time to time about current market trends and situations.

Local worker should be preferred

A low motivational work is present it must be removed.

No recreational activity for the employees. Must be created.

No compliments at all by the Boss towards employee. This should be

removed.

Coordination program must be there for employees so that a healthy

Environment for work can be maintained.

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There must not be a gap between employees and boss so that

communication gap could be removed for better understanding and

improvements.

Un-planned activities must not be present like I have seen in internship

programs, chillers recovery, presentations, market visits and many

more.

Looking towards the environment it is required that everyone must be

having Coke Ribbons oh his/her arms.

Sweepers and cook must be having some uniforms that on the guest good

impression can be made.

Job rotation principle should be implemented.

Outside the T.G.M room, sitting arrangement is less. There must be more

space.

At waiting room there must be Coke History Book. So that everyone could

know about Coke.

Mess facility must be provided if not possible then there must be a specific

area there employees could go and eat lunch.

Notice board is very boring. Even the place is wrong where it is pasted it

must be present in front of the accounts department.

This is what I have observed there in Coke.

When I am talking about the suggestions then definitely hey are the de-merits of

this organizations and some are required for the betterment of Coke.

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At the end

I am very thankful to the Coca Cola Management for being so cooperativeand lenient with the internees. I have developed my personality here. I have

seen that how to communicate with a boss and sub ordinates and even with theconsumers and shop keepers.I have learnt a lot from the market. This is my learning period which I

have spent in Coke.

Special Thanks to:

T.G.M Mr. Nadeem-Ul-HassanAssist.mgr HR Mr. Ali KamranAM assit. Mr. Salman khanS&MM Mr. Imran Hashim

MSM Mr. Ayaz KhalidTME Mr. HarisMSO Mr. Rehan ShahS.C.Exe Mr. Saleem RazaRSM Mr. Ali Gohar SM Mr. Sabir MDO Mr. Mohsin RazaSMO Mr. Shehzad