What exactly does Coca-Cola's business representative do?

Category: Business/Financial Management

Problem description:

I'm going to interview the overseas business representative of Nanning Coca-Cola. ...

Want to know how business representatives do it with Coca-Cola as an example, it is best to give a few examples. ..

In addition, talk about what interviews usually say. What should I know? ..

Analysis:

Business representatives of Coca-Cola, like representatives of other companies, conduct specific market research in the local area, understand the supply and marketing situation of local beverage products, try their best to let Coca-Cola occupy the local market, and provide suggestions and references for the local marketing strategies of dominant companies. They often consult buyers and sellers in some local places with large beverage sales, analyze competitors' competitive means, and feed them back to their superior companies for timely and effective response. In fact, to put it bluntly is to attract customers! Hehe, it would be better if there were some small ways in the local area, and it would be convenient to do things. .

For example, as a local representative, you know that there will be large-scale activities, celebrations and large-scale * * * activities in the local area. . . You can suggest holding a series of Coca-Cola promotions during the event to attract more sellers and buyers. .

The key is to find out the local actual situation and assist superior companies to formulate local marketing strategies and methods.

In the past, Coca-Cola's sales links were from first-class wholesalers to second-class wholesalers, and then to end customers. Although the company also had business representatives to keep in touch with customers at any time, after all, the strength was not enough. In many cases, the goods are sent to the first-class wholesalers, and they are no longer required. Under this traditional marketing model, wholesalers basically find offline customers, pull orders and find manufacturers to get goods. Coca-Cola is only responsible for production. It is not clear where the goods are sold and how the market is distributed. Customer management is very loose, and it is difficult for Coca-Cola to accurately grasp the market.

With the deepening of business representatives to the market, Coca-Cola adjusted its marketing strategy and launched a sales model of 10 1, which defined some wholesalers as 10 1 customers, omitting the secondary wholesaler link and directly facing retail terminals.

The so-called "10 1" means "1"-"integrated alliance" (wholesalers are regarded as a part of Coca-Cola), "0"-retail target, "1"-"One bottle in hand, endless joy".

This 10 1 customer is mainly transformed from large wholesalers and original regional distribution centers. After switching to 10 1 customer, wholesalers no longer need to look for customers everywhere, so they can "sit back and relax". The business representative, a regular employee of Coca-Cola, directly gets the order from the terminal and gives it to the customer of 10 1, and then the customer of 10 1 delivers the products to each terminal customer according to the order in the shortest time.

There are twenty or thirty branches under each bottling plant of Coca-Cola. For example, Fujian factory has branches in Xiamen, Zhangzhou, Fuzhou and other cities. The so-called branch office, also known as the business room or office, usually consists of a financial officer, one or two responsible managers and a large number of business personnel. Each branch has dozens of 10 1 customers, branches or regions, and each line or region faces dozens of retail terminals. If there are more retail terminals in a certain district, the number of customers of 10 1 will increase relatively. In places with dense terminals, a town and a county will distribute a customer of 10 1. Even terminals like rural shops are directly delivered by customers 10 1, and there is no wholesaler in the middle. In this way, the whole Coca-Cola system has tens of thousands of 10 1 customers.

For each customer of 10 1, Coca-Cola is equipped with one or several professional business representatives. They go to retail stores in their respective areas every day to grasp each other's needs. Under the old customers of 10 1, business representatives are even divided into different types of work, such as catering, small chain stores on the street, cold drinks shops, internet cafes and so on. Every customer's needs are different. After a long time, business representatives will be skilled in negotiation and business will be better and better. In this way, each bottling factory can directly grasp tens of thousands of end customers, and business representatives can also introduce newly listed products and recent promotion policies to each other at any time when they get the order, paving the way for the next sales.