Distribution is core part of marketing strategy. Organizations are now taken this as a separate unit. Distribution strategy is now on the line. Distribution of product depends on the nature and type of product. Retailing is one of the many sources of distribution. Multinational organizations are now also making retailing strategy for batter and massive distribution of their products. Coca-Cola makes special efforts for this.
In India, Coca-Cola India specially, for retailing industry, launched a training program named “Parivartan” (in English “Change”) for 20,000 small 300 sq. ft. retailers “Karyana Store owners” in tier II and III towns across India. This program is launched under the initiative called ‘Coca-Cola University on Wheels’. These retailer are now called “Certified Coke Retailers”. Purpose of this training is to develop retailing skills like how to survive in massive competition, how to handle specific situation and how to sustain and grow in fast changing retail scenario all across the country. At the end of this program all participant are awarded 0.1 million accidental insurance free of cost. Participants were trained with the help of audio-visual, plasma TV, laptops and LCD projectors.
Course contents of this training program are major four component of retailing strategy: Customer, Retail Store, stock at shelf and Finance. Numbers of tips provided in this training. For example how to serve customer on the retail store, Use of technology, merchandising, use of credit cards, shop layout, display, shop location, people management skills, visibility of products on shelf, discounts and extra facilities like home delivery.
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“Advanced Parivartan” training program was also developed on the bases of feedback given by participants after 3 months of first training program. This program actually response of first training session. Impact of this training program was very positive. Trained retailers adopted best practices learned in those training programs. Coca-Cola India’s this training program proactive measure toward building retailers network with the sense of social responsibility and long term business interest. Coca-Cola India is interested in launching such effective programs in near future.
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