1 The structure of sales channels is multi-layered, including multi-layered agents and multi-layered wholesale channels.
The reason is that Coca-Cola needs to choose multi-level agents and multi-level wholesale channels, because the consumers it faces are global, the target consumers are huge, and consumers are scattered all over the world.
It is an indirect channel, because Coca-Cola has a dense sales network and a large coverage.
Secondly, as far as the channel width structure is concerned, it belongs to intensive distribution, that is, manufacturers participate in the sales of their products through as many dealers as possible who meet the minimum credit standards. Because Coca-Cola is a global enterprise, there are many sales channels facing the world market below it, so Coca-Cola enterprises have weak control over the channels; Moreover, the competition with the same channel is fierce, and Coca-Cola has a wide coverage.
Thirdly, in terms of channel type integration, it belongs to multiple channels, and manufacturers use many different types of channels to distribute products.
Coca-Cola chose this channel for the following reasons.
1, in terms of product characteristics, Coca-Cola's unit value is relatively small, its volume and weight are relatively small, and it does not have changes such as fashion itself. Therefore, Coca-Cola is suitable for this long-channel and multi-link sales channel.
2. From the market situation, Coca-Cola's consumers are widely distributed, the market scope is large, the intensity of market demand is different, and consumers' purchasing preferences are also different. Moreover, Coca-Cola has no seasonality, strong product competitiveness and low market positioning. Therefore, Coca-Cola should produce and use long-term and multi-level sales channels.
3. From the marketing situation of enterprises, enterprises have little control over channels, so it is appropriate to choose long channels and multi-levels.
4. From the strength of dealers, the service level that dealers can provide is good and professional, which is suitable for choosing simple channels.
From the choice of competitors, due to the influence of consumers' buying habits, many products have to use the channels with competitors.
There are two relationships in this Coca-Cola sales channel, the vertical relationship in the channel and the horizontal relationship in the channel.
The so-called vertical relationship is the relationship between members at different levels in Coca-Cola sales channels. For example, between Coca-Cola manufacturers and wholesalers, wholesalers and retailers.
Common phenomena and problems:
1, collection
Coca-cola manufacturers hope that dealers can pay back the money as soon as possible to speed up the capital turnover and ease the financial pressure of enterprises. The distributor wants to delay the payment as much as possible, and it is best to pay after receiving the payment from the next channel member.
The method of coordination is:
The manufacturer sets different discount points according to the payment time, and the faster the payment, the higher the discount reward, or indicates the incentive measures for timely payment in the contract.
At the end of the year, according to the payment situation, payment time, amount and comprehensive evaluation of the dealer, the corresponding rebate reward can be given.
2 discount rate (including discounts and kickbacks)
Frequently asked questions, manufacturers want to achieve their profit targets as much as possible and give distribution a lower discount rate. In order to maximize the operating profit, dealers hope that manufacturers can give more preferential conditions and discount rates.
Coordination method:
Production enterprises should strengthen communication and exchange with distributors, persuade distributors to reach an understanding with manufacturers, and strive to do a good job in product marketing.
When setting the discount rate, manufacturers should leave some flexibility, and don't set the discount very full at the beginning. It is necessary to reserve a certain space to increase the discount rate and make corresponding changes in the harsh market competition environment in order to coordinate the relationship and maintain the competitive advantage.
3. Incentive policy
The common problem is that in order to arouse the enthusiasm of channel members, manufacturers usually formulate and adopt various incentive policies, but the strength of incentive policies can easily become the focus of complaints from dealers.
The method of coordination is
Before making incentive policies, manufacturers must do a good job in market research, determine the benefits of distribution, and determine different incentive priorities for different distribution.
The objective differences among distributors should be considered when formulating incentive policies.
4. Off-peak product supply
Frequently asked questions: Summer is the peak supply season for Coca-Cola, and dealers need manufacturers to supply in large quantities and provide supply guarantee to prevent products from being out of stock. On the contrary, in the off-season, manufacturers require dealers to stock up in large quantities, and dealers hope to withdraw funds and operate other best-selling products.
Coordination method: In peak season, enterprises should organize production and logistics reasonably to ensure the supply to dealers as much as possible. Manufacturers and distributors should fully communicate and make a reasonable supply plan according to the forecast of production and demand. Reduce the cost of both parties and ensure market supply. In addition, when the peak season has just turned into the off-season, enterprises should try their best to take various promotional measures to induce dealers to stock up in large quantities, so as to occupy their funds and prevent competitive goods from flooding into channels when the peak season comes.
5. Marketing support
Frequently asked questions. When doing marketing, manufacturers usually hope to get the cooperation and support of dealers as much as possible, especially in advertising, and hope that dealers can be responsible for the expenses of such activities themselves. Dealers hope that manufacturers can do their own publicity in this regard and provide preferential conditions and incentives.
Coordinated methods, production enterprises carry out effective product promotion activities in a wide range of media to attract consumers' desire to buy. In addition, manufacturers should carry out joint advertising campaigns with distributors in various regional markets, and give corresponding support and encouragement.
The horizontal relationship in the channel, also known as horizontal relationship, is the relationship between channel members at the same level in the sales network of production enterprises.
Common phenomena and problems:
1, the price is chaotic.
Problem analysis: The reason is that dealers at the same level take price reduction as the main means to attract customers and compete for the market in order to increase their own profits. Its influence is extremely destructive, which makes the receiving price of the next-level customers at the same level inconsistent, destroys the balance, and finally leads to the suspicion or dissatisfaction of consumers, which becomes a serious sales obstacle.
To solve this problem, Coca-Cola manufacturers should formulate a unified price system and clearly divide the shelves at all levels in the channel. In the contract signed by the dealer, the floating range of the shelf and the suggested retail price should be clearly defined. Choose dealers who are easy to coordinate, and let the other party see clearly the benefits of implementing the price system. Advantages of implementing the price system
The seller gives a certain reward. The most fundamental and lasting countermeasure is to strengthen communication, obtain sincere cooperation between manufacturers and distributors, and achieve * * * knowledge and practice. In areas where problems have occurred, additional personnel will be deployed to coordinate the work according to the situation and be straightened out in time.
2. Cross-selling across regions
Problem analysis, the reason is that each regional market has its own particularity, which makes the market unbalanced. In a relatively mature market, the price is slightly higher because the brand is attractive, but in some new markets, in order to compete with competitors for customers, the price is often lower. Therefore, driven by interests, there will be cross-regional private cross-border goods. This will lead to the disruption of established vertical channels, even destroy mature regional markets, and it is difficult to develop new markets.
The solution is to put forward strict requirements for salesmen in low-priced areas to prevent cross-selling, and take these as important performance indicators for salesman assessment. When opening up new markets, we should also pay attention to choosing dealers with good business style and reputation, and clearly stipulate in the contract that cross-selling is prohibited. Strive to cultivate cooperative relations with dealers and inform them of the importance of win-win situation. We should crack down on areas where cross-border goods have already appeared.
3. Unbalanced supply
Problem Analysis Due to the different sources of upstream supply, the downstream dealers get unbalanced supply. Its influence is also very bad. If the supply of goods is insufficient and out of stock, competitors' products will take advantage of it and expand market share, so it is difficult to recover lost ground. Moreover, some middlemen have too many goods, which prolongs the sales cycle and affects the freshness. At the same time, it may also cause dealers to cut prices without authorization in a hurry, resulting in price confusion.
To solve the countermeasures, the production enterprises should do a good job of investigation and study, make some correct estimates, then establish a customer database, form a comprehensive supervision system, keep abreast of the situation, and make countermeasures in time, so as not to make dealers in a hurry and strengthen their loyalty to the brand.
4. Different promotions
Problem analysis, because the dealers' respective strengths are different from their recent business purposes, they often take different promotion forms and even change the promotion content. This will confuse the market and image.
To solve the problem, production enterprises should formulate a unified promotion plan, clearly stipulate the promotion methods of dealers, and prevent fragmentation. Production enterprises should also send salesmen to guide and assist dealers to carry out promotional activities to ensure that promotional activities comply with company regulations. Under the premise of not violating the basic spirit of the promotion plan, there is flexible space for promotion activities for dealers in different environments.
5. Fight for "territory"
The problem analysis is that in a certain regional market, some dealers rob the downstream members of other dealers at the same level or occupy the business area of dealers at the same level in order to expand their distribution network. This will cause vicious competition in the channels of this enterprise, disrupt the original smooth vertical channels and cause confusion.
To solve the problem, production enterprises should clarify the relationship between the upstream and downstream members of each vertical channel, and demand respect for this scope and relationship, strengthen communication with dealers, persuade them to take care of the overall situation of the sales network, and discourage and punish dealers who intentionally violate the law.
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Analysis of Coca-Cola Sales Channels
08075026 Zhou Lei
Analysis of Coca-Cola Sales Channels
Coca-Cola's sales channels are as follows
Manufacturer-agent-wholesaler-retailer-consumer
First, as far as the channel length structure is concerned:
1 The structure of sales channels is multi-layered, including multi-layered agents and multi-layered wholesale channels.
The reason is that Coca-Cola needs to choose multi-level agents and multi-level wholesale channels, because the consumers it faces are global, the number of target consumers is huge, and consumers are scattered all over the world.
Page 1
It is an indirect channel, because Coca-Cola has a dense sales network and a large coverage.
Secondly, as far as the channel width structure is concerned, it belongs to intensive distribution, that is, manufacturers participate in the sales of their products through as many dealers as possible who meet the minimum credit standards. Because Coca-Cola is a global enterprise, there are many sales channels facing the world market below it, so Coca-Cola enterprises have weak control over the channels; Moreover, the competition with the same channel is fierce, and Coca-Cola has a wide coverage.