have a coke and a smile - airs.org · have a coke and a smile distribution channel management and...
TRANSCRIPT
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Have a Coke and a SmileDistribution Channel Management
and Marketing for I&RLisa Glass Kornstein
FindCancerServices.com
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Which of the following most qualifies the speaker for this lecture?
a) As a student at Emory, I interned for Coca Cola
b) Avid consumer of Diet Coke since 1988
c) Expert in Distribution Channel Management since 1995
d) Coca Cola policies prevented speaker from presenting
Door prize
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1995, New York City
Inventory: -1716
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Agenda
• Clear the deck (before I get to the deck)
• Highlights of Coke
• Discussion: Is I&R a Product or Service?
• No Name Tag / Group Vision
• My 5 cents
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Workshop Objective
One concept to propose to your organization
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Clear the DeckBefore we get to the Deck
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Risk
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Highlights of Coke
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Coca-Cola History
Stakeholder 1: 1886 invented by Dr. John S. Pemberton
Stakeholder 2: 1888 Asa Candler commercialization plan
Stakeholder 3: sell the right to bottle it, for a fixed fee
Joseph Whitehead and Benjamin Thomas
Stakeholder 4: operations improved by Robert Woodruff:
convenience & desire: Icy cold Coca Cola, whenever,
wherever they wished
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Coca-Cola Early Marketing
1887 free samples, newspaper advertising, promotional items
1916, 1,000 bottlers approved consistent bottle
1928 Olympics in Amsterdam
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Coca-Cola System
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Role of Local Bottlers Purchase syrup & produce the product
local marketing and promotional activities
develop local distribution channels
distribute the products to retailers either direct & wholesalers
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Coca-Cola Company Role• Company owns the
trademarks
• Controls the global marketing and supplies the concentrate for products to bottlers.
• Relationships with independently owned bottlers
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Scope The world's largest beverage company
270 countries
300 bottling partners
84,000 vendors
Coca-Cola is the most recognized brand globally
500 beverage brands
1 billion servings a day
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Coca-Cola Value Chain
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Where is Coca-Cola Available? Wholesalers/ distributors
Retailers/supermarkets/Groceries…
Restaurants/cafés/night clubs/bars
Gas stations/ Convenience Stores
Vending machines both public and institutional
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Reasons For Coca-Cola's Success
• Product people want
• Universal Availability
• Uniform Quality
• Partnerships
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Is I&R a Product or a Service?
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Is I&R a Product or a Service?
"There are two kinds of people in the world: those who divide the world into two kinds of people, and those who don't“
– Robert Benchley
In what ways is I&R a Product and in what ways is it a Service?
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Product = Noun (person, place or thing)
Service = Verb (action)
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Product or Service?
Customizing (v) Technology (n)
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Components of I&R
Identify Needs
Database- Updated information about quality services
Connect person with the right service
Service
Service
Product
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Where are there thirsty people?
Where we live, work, learn and play• Restaurants, homes, supermarkets, street corners, airplanes
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Where the Visionaries haveNo Nametags
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My 5 cents
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When you are trying to make the world a better place, your competition is the status quo.
-me
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All roads lead to Rome:
Market Current Systems
New Distribution Systems
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Large Scale Integrated Metrics
• I&R call centers provide out standing service to the people that call them
314MM people in USA, 20MM calls, 16% USA
• What % of people in USA need services?
• What % of people in need call I&R?
• What % of people in need access services available to them to meet their needs?
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Where are there people in need?
Everywhere
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How can we access them?
Call centers
Web sites
IM, Text
Corporate partners
Social workers Nurses
Existing programs
Hospital workersSchool counselorsPrison volunteersStreet cornersQR CodesVideo Games…..the next thing
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Every way possible:Universal Availability
Partnerships
How can we access them?
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Videos
• Globalization: https://www.youtube.com/watch?v=kdAET2Di-IQ
• Happiness Truck: https://www.youtube.com/watch?v=oiu9PcEyQ5Y
• Safe and Sound: https://www.youtube.com/watch?v=EWXbpyNaStI
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References
Coca-Cola History
The Coca-Cola System
The Coca-Cola Business Model
Our Coke Company
Coke Safety and Health
Coke Human & Workplace Rights
Coca-Cola Sustainability Report
Coke People
U of M History of Social Work
What is the Hub and Spoke Model?
Hub and Spoke Slide Share
Fedex Freight Services
http://sopinion8ed.wordpress.com/2012/11/23/the-coca-cola-business-model-and-their-competitive-advantage/http://www.gartner.com/newsroom/id/2688717