the Coca cola (aka Coke) Company uses a different model than other FMCG companies.
the CCCL, through its subsidiaries actually sell only the concentrate that makes the soft drink. this concentrate is the main ingredient and its recipe is one of the best kept secret.
the CCCL also has numerous bottlers around the world, who procures the concentrate from the CCCL and prepares the liquid soft drink under strict supervision from the CCCL. (just an added note, CCCL has some major bottlers who actually control most of these bottling operations. these bottlers are called Anchor Bottlers, i.e. Swire Group, F&N, SABCO etc.)
then this soft drink is distributed around the world through its very efficient distribution system. in some countries the bottlers are also distributors, while in others the distributors are separate from the bottlers.
the master distributors in a territory appoints sub distributors and through its DSD (direct store distribution) method distributes the products to all the retail channels.
this DSD concept is also applicable for distribution through vending machines. Among various channels that are used by coke company are, retail outlets, HORECA, vending machines, fountains etc.
hope this helps. if you have any query pls revert.
the Coca cola (aka Coke) Company uses a different model than other FMCG companies.
the CCCL, through its subsidiaries actually sell only the concentrate that makes the soft drink. this concentrate is the main ingredient and its recipe is one of the best kept secret.
the CCCL also has numerous bottlers around the world, who procures the concentrate from the CCCL and prepares the liquid soft drink under strict supervision from the CCCL. (just an added n ...