Download - Summer Project 2010 - Kushal Agarwal
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
1/31
1
Future Institute Of
Management
Summer Internship Report 2010
Submitted By Kushal U. Agarwal
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
2/31
2
Project Mentor: Mr. Saumitra Varma
PROJECT TITLE Identification of top industry outlets
for personal care products in a specific geography andplans to introduce our products to such outlets.
Submitted By Kushal U. Agarwal - Future Institute of
Management
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
3/31
3
Table of Contents
Acknowledgement 4
Executive Summary 5
Leadership at ITC 6
ITCs Vision & Mission 6
Corporate Strategy 7
Future Positioning 7
About Products under the Personal Care Category 8
Fiama Di Wills Portfolio 9
Vivel Portfolio 12
Superia Portfolio 13
Current Setup 15
ITCs Distribution Chain 16
Major Competitors 17
Supply Chain Model 18
Availability according to various segments 19
Research Methodology & Methods Of Research 21
Process for the project 21
Top Industry Outlets at Andheri 22
Top Industry Outlets at Dahisar 23
Recommendations 26
Learnings & Future Scope 29
References 30
Questionnaire 31
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
4/31
4
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report to ITC Ltd. It
has been an enriching experience for me to undergo my summer internship at
ITC, which would not have been possible without the goodwill and support of thepeople around. As a student of Future Institute of Management, Mumbai, I would
like to express my sincere thanks to all those who helped me during my stint at
ITC.
I would like to express my gratitude to Mr. Saumitra Varma, for
having guided me all through this project. I would like to take this opportunity to
thank Mr. Vikas Sharma and the entire HR team for their constant support and
encouragement.
Last but not the least; I would like to thank the entire ITC team for providing me
an opportunity to work with them. I am highly indebted to Mr. Neerav Mehta, mymentor at Future Institute of Management for the Summer Internship, without
his valuable suggestions this project would have not been possible in its present
shape.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
5/31
5
Executive summary
ORGANIZATION: ITC Ltd.
ABOUT THE COMPANY:
ITC is one of India's foremost private sector companies with a market capitalisation of over US $
22 billion and a turnover of US $ 6 billion.* ITC is rated among the World's Best Big Companies,
Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's
Most Respected Companies by Business World and among India's Most Valuable Companies by
Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study
conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's
50 best performing companies compiled by Business Week.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging,
Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel,
Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an
outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards,
Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of
Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery.
As one of India's most valuable and respected corporations, ITC is widely perceived to be
dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a
commitment beyond the market". In his own words: "ITC believes that its aspiration to create
enduring value for the nation provides the motive force to sustain growing shareholder value.
ITC practices this philosophy by not only driving each of its businesses towards international
competitiveness but by also consciously contributing to enhancing the competitiveness of the
larger value chain of which it is a part."
ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers
of growth anchored on its time-tested core competencies: unmatched distribution reach,
superior brand-building capabilities, effective supply chain management and acknowledged
service skills in hoteliering. Over time, the strategic forays into new businesses are expected to
garner a significant share of these emerging high-growth markets in India.
ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the
country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's
'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by
empowering Indian farmers through the power of the Internet. This transformational strategy,
which has already become the subject matter of a case study at Harvard Business School, is
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
6/31
6
expected to progressively create for ITC a huge rural distribution infrastructure, significantly
enhancing the Company's marketing reach.
ITC's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT
services and solutions to leading global customers. ITC Infotech has carved a niche for itself by
addressing customer challenges through innovative IT solutions.
ITC's production facilities and hotels have won numerous national and international awards for
quality, productivity, safety and environment management systems. ITC was the first company
in India to voluntarily seek a corporate governance rating.
ITC employs over 26,000 people at more than 60 locations across India. The Company
continuously endeavors to enhance its wealth generating capabilities in a globalising
environment to consistently reward more than 3,53,000 shareholders, fulfill the aspirations of
its stakeholders and meet societal expectations. This over-arching vision of the company is
expressively captured in its corporate positioning statement: "Enduring Value. For the nation.
For the Shareholder."
Leadership at ITC
Flowing from the concept and principles ofCorporate Governance adopted by the Company,
leadership within ITC is exercised at three levels. The Board of Directors at the apex, as trustee
of shareholders, carries the responsibility for strategic supervision of the Company. The
strategic management of the Company rests with the Corporate Management Committee
comprising the wholetime Directors and members drawn from senior management. The
executive management of each business division is vested with the Divisional Management
Committee (DMC), headed by the Chief Executive. Each DMC is responsible for and totallyfocused on the management of its assigned business. This three-tiered interlinked leadership
process creates a wholesome balance between the need for focus and executive freedom, and
the need for supervision and control.
ITCs Vision
Sustain ITC's position as one of India's most valuable corporations through world class
performance, creating growing value for the Indian economy and the Companys stakeholders.
ITCs Mission
To enhance the wealth generating capability of the enterprise in a globalising environment,
delivering superior and sustainable stakeholder value.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
7/31
7
Corporate Strategy
Sustain multiple drivers of growth, matching internal capabilities with emerging marketopportunities
Pursue World class competitiveness in all businesses and across the entire value chain Best-in-class in terms of:
Internal Vitality Market Standing Profitability
Strategy of Organisation and Governance processes geared to manage multiplebusinesses
Blend core competencies and leverage ITC umbrella strengths to create new avenues ofgrowth.
Future Positioning of ITCA leading FMCG player in India
F
A
R
M
E
R
S
M
A
R
K
E
T
S
BRANDEDFOODS
EXPANDED FMCG DISTRIBUTION CAPABILITY
E-CHOUPAL RURAL TWO-WAYFULFILLMENT CAPABILITY
A BASIS FOR STRATEGIC PARTNERSHIPS WITH OTHER FMCG BRANDOWNERS
VPN PROVIDING SCM, ERP & CRM CAP ABILITY
LIFESTYLERETAILING
SOAPS &SHAMPOOS
MATCHES &AGARBATTI
S
Cigarette Trade Marketing capability
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
8/31
8
About Products under the Personal Care Category
In line with ITC's aspiration to be India's premier FMCG company, recognised for its world-class
quality and enduring consumer trust, ITC forayed into the Personal Care business in July 2005.
In the short period since its entry, ITC has already launched an array of brands, each of which
offers a unique and superior value proposition to discerning consumers. Anchored on extensiveconsumer research and product development, ITC's personal care portfolio brings world-class
products with clearly differentiated benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills','Fiama Di Wills', 'Vivel Di Wills' 'Vivel
UltraPro', 'Vivel' and 'Superia' brands has received encouraging consumer response and is
being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and
benchmarked manufacturing practices. Contemporary technology and the latest manufacturing
processes have combined to produce distinctly superior products which rank high on qualityand consumer appeal.
Extensive insights gained by ITC through its numerous consumer engagements have provided
the platform for its R&D and Product Development teams to develop superior, differentiated
products that meet the consumer's stated and innate needs. The product formulations use
internationally recognised safe ingredients, subjected to the highest standards of safety and
performance.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
9/31
9
Fiama Di Wills Portfolio
In September 2007, ITC launched Fiama Di Wills, a premium range of
personal care products comprising shampoos, conditioner, shower gels
and bathing bar. The Fiama Di Wills range combines the goodness of
nature and science, providing gentle and effective care. The Fiama Di
Wills product portfolio has been developed by scientists at the ITC R&D
Centre, leveraging the expertise of International product formulation
specialists. The fragrances, aesthetics and packaging have been developed in collaboration with
European specialists.
Fiama Di Wills products are targeted at the young, modern, aware customers who are
confident of themselves and seek indulgences that make them feel alive and beautiful. The
range combines exotic naturals like Sage, Watercress, Magnolia blossoms and the best of
contemporary science like Hydro Restorative System and Cuticle Restore Technology to make
the consumer feel beautiful, today, tomorrow.
Fiama Di Wills Shampoos developed in collaboration with Cosmetech Labs Inc., USA, offer a
range of five variants. Each of these is designed to deliver a specific hair benefit to the
consumer :
y Everyday Mild (with extracts of Thyme &Juniper) is a gentle caring shampoo suitable for
regular use.
y Aqua Balance (with extracts of MagnoliaBlossoms & Watercress) is a gentle
moisturizing shampoo ideal for dry, dull hair.y Volume Boost (with extracts of Rosemary &
Sage) is a gentle volumizing shampoo ideal for
thin, limp hair.
y Silky Strong (with oils of Macadamia Nut andBabassu) helps make hair smooth, silky and
strong and is ideal for weak, damaged hair.
y Shine in Style (with extracts of Chamomile and Green Tea) makes hair shiny andmanageable, easy to style and is ideal for dull to normal hair.
Each of these shampoos can be complemented with Fiama Di Wills PolishingDrops conditioner. This gentle conditioner enriched with Avocado Oil and
Burdock extract promises to make hair shiny, soft and smooth. It also gives the
additional benefits of UV protection as it contains Sunflower Seed extract,
which is a natural UV absorber.
The Fiama Di Wills product line also consists of a 3-variant range of transparent shower gels
which are unique as they come with suspended beads:
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
10/31
10
Mild Dew (contains soft beads, extracts of peach and avocado) is forsoft, moisturized skin.
Clear Springs (contains jojoba beads, extracts of sea weed andlemongrass) is for clear, healthy, smoother skin.
Exotic Dream (contains glitter beads, extracts of bearberry leaves and
black currant) is for stimulating fre
shness.
The Fiama Di Wills range of bathing bars has been launched under the sub - brand SkinSense.
The first variant to be introduced in this range is Soft Green. This is a gentle caring bathing bar,
that helps enhance retention of skin proteins giving 6 pro care. Protein keeps skin moisturised,
supple, youthful, even toned, radiant and smooth.
Fiama Di Wills recently launched a range of transparent gel bathing bars. A first of its kind, a
transparent liquid gel has been solidified into a bathing bar so that consumers get a superior
bathing experience. The shower gel in a bathing bar format which has been crafted through a
unique and patented freezing technology. Backed by deep consumer insights, this proprietary
gel bathing bar is a result of years of extensive research and development by the scientists at
the ITC R&D Centre.
Uniquely crafted, these Gel Bathing Bars are shaped like dew drops, have a transparent look,
rich creamy lather, and a great long-lasting fragrance. These bathing bars are dermatologically
tested and proven mild and contain the goodness of natural exotic extracts like Peaches,
Avocadoes, Sea Weed and lemongrass. Launched in two variants that offer specific different
skin benefits, are:
Mild Dew - Contains extracts of peach and avocado which
moisturise the skin
Clear Springs - Contains extracts of lemongrass & sea weed
which gives Clear skin
The Fiama Di Wills transparent Gel Bathing Bars are available at an attractive price of Rs. 25 for
110 grams. This differentiated range of bathing bars offers the consumer a delightful bathing
experience.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
11/31
11
Fiama Di Wills has expanded its range of personal care products by
introducing Aqua Pulse shower gel, exclusively for men. The shower gel
contains extracts of exotic naturals like sea minerals and blue lotus. This
blue transparent shower gel refreshes and keeps skin healthy.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
12/31
12
Vivel Portfolio
Between February and June 2008, ITC expanded its personal care portfolio with the
launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and Vivel, a range of
soaps and shampoos, cater to the specific needs of a wide range of consumers.
Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-mid and
mid-market consumer segments. All products offer a unique value proposition of bringing
together ingredients that provide the benefit of Nourishment, Protection and Moisturisation
through one product, hence providing the ever discerning consumer complete care, which
makes her beautiful and confident.
The Vivel Di Wills range of Soaps is available in two variants.
Vivel Di Wills Sheer Radiance is enriched with Olive Oil, to
provide skin lustre to make it radiant. Vivel Di Wills Sheer Crme is enriched with Shea Butter, to
moisturize skin to make it soft and supple.
The Vivel range of soaps is available in five variants:-
Vivel Young Glow is enriched with Vitamin E and Fruit
Infusions which help in providing youthful glow to the skin.
Vivel Satin Soft is enriched with Vitamin E and Aloe Vera
which help the skin feel beautifully soft.
Vivel Sandal Sparkle is enriched with Sandalwood Oil and
Active Clay which helps in providing clear skin.
Vivel Ayurveda Essence is enriched with multiple Ayurvedic
Ingredients which help protect skin from germs and harsh
environment, keeping it healthy and beautiful.
Vivel Silk Spring is enriched with Green Apple extracts and
Olive oil which help in making skin smooth.
The Vivel range of shampoos is available in three variants:-
y Vivel Shine & Glow is suitable for dull to normal hairand is enriched with Green Tea Extract and
Conditioners. It adds shine to hair.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
13/31
13
y Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners andSoya Protein. It makes hair soft and fragrant.
y Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil andConditioners. It adds volume and bounce to hair.
The product portfolio was further enhanced with the launch ofUltrapro anti-dandruffshampoo under the umbrella brand Vivel in December 2008. Ultrapro promises to fight
dandruff twice as effectively while also providing care for hair through the plus plus benefits of
Nourishment and Moisturisation.
Superia Portfolio
The Superia range of soaps and shampoos have been launched to cater to the large popular
market in the personal care category. The products under the Superia brand are made from
scientifically developed formulations enriched with natural ingredients that have traditionally
been known to be good for the skin and hair.
The range offers consumers access to some of the best-in-class products in vibrant attractive
packaging.
Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia Soaps are
available in four variants :
1. Fragrant Flower: with the fragrance of Rose & Lavender Oil
2. Soft Sandal: with the fragrance of Sandal & Almond Oil
3. Natural Glow: with Neem & Coconut Oils
4. Healthy Glow: with Orange Oil
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
14/31
14
Superia shampoos with triple conditioners and natural ingredients bring a
natural shine to hair. Superia shampoos are available in two variants:
1. Shiny Black with Triple Conditioners and the natural goodness ofHibiscus & Brahmi extracts.
2. Vibrant Green with Triple Conditioners and the natural goodness ofAmla & Arnica extracts.
Another addition to the Superia shampoo portfolio, Superia Maxi Protect
Active Health shampoo contains Dandruff Fighter along with Vitamins & Soya
Protein. It fights multiple types of dandruff causing germs and leaves hair &
scalp feeling clean & healthy.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
15/31
15
Current Setup
To understand and improve the distribution strategy, one would concern himself
with understanding:
1) Products: The total number of SKUs and Product types lead to complexity in SupplyChain.
2) Demand pattern: (across all SKUs) would be the key factor in warehouse location.Typically service level should be high for major volumes, which is possible by good stock
cover at distributor points) would be deciding the total secondary costs.
3) Production: Channel matrix would be required for setting up of Primary costs. Otherfeatures like Manufacturing lead time, frequency manufacturing, supply variability and
capacity constraints would decide the cost, service levels and agility of the supply chain.
4) Logistics & Externalities: Logistics would include the primary costs, secondary costs andwarehouse costs. The externalities would be the tax structure (CST and LST along with
advent of VAT and possibility of reduction in CST) warehouse. The demand centers
(wholesale)
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
16/31
16
ITCs DISTRIBUTION CHAINThe distribution chain of ITC for the conventional trade channel comprises of the following
structure of from the factory, where the product is manufactured, to the retail outlets.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
17/31
17
Major Competitors
1) Godrej No. 12) Jo3) Dyna4) Santoor5) Chic6) Nyle7) Lux8) Dove9) Sunsilk10)Pantene11)Garnier Fructis
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
18/31
18
Supply Chain Model
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
19/31
19
Availability according to the various segments
0
20
40
60
80
100
Lower Income
Superia
Godrej No.1
Jo
Dyna
Santoor
Chic
Nyle
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
20/31
20
86
88
90
92
94
96
Middle Income
Vivel
Lux
0
20
4060
80
100
Higher Income
Dove
Fiama
Sunsilk
Pantene
Fructis
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
21/31
21
Research Methodology
A. Study the existing availability of our products and competitors products at theoutlets.
B. Problem Identification.C. Recommend Action Plan to implement and increase the sales.
Methods of research
Direct Perosnal Interview asking questions related to the project to the retailers about the
availability of the products, discounts offered by the competitors and schemes run by them in
all the various segments.
Process Carried out by me for the project
1) First ten days I was at Andheris W.D. (A.F.M Traders) and carried out the research forfinding out the availability of our products and found that our products were available at
most of the outlets.
2) After that I was at Dahisars W.D. (Rajchandra Agencies) and carried out the sameresearch of finding out the availability of our products and found that though our
products were available at most of the outlets but still there were some outlets who did
not have our products wanted higher trade margins or even better discounts as
compared to what our competitors gave or had issues relating to the delivery men.3) After completing the areas I started keeping a track of the returned bills on a daily basis
and found that on an average the delivery men do not make deliveries of 17 bills out of
approximately 130 bills made on a daily basis.
4) The stocks were verified personally by me and found that the complete range of SKUswere not there at the WDs warehouse.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
22/31
22
Top Industry outlets identified on the basis of the stocks
held by them atAndheri
Area / Route Soap Shampoo
Takshila Mahalakshmi General Store Mahalakshmi General StoreYasmine Store Yasmine Store
First Choice Super Market First Choice Super Market
Saba Supari Store Saba Supari Store
Shraddha Medical Store Shraddha Medical Store
Bhagwati Medical & General
Store
Bhagwati Medical & General Store
Irla Shiv Kripa M & G Store Shiv Kripa M & G Store
Diamond Medical Diamond Medical
Shree Ganesh Store Shree Ganesh Store
Jai Jagdamba Jai JagdambaAmar Medical Amar Medical
Deep General Store Deep General Store
Charla General Store Charla General Store
Fair Deal Chemist Fair Deal Chemist
Behrambaug Salman Medical Salman Medical
Alfa Stores Alfa Stores
Raza Soap Center Raza Soap Center
Sagar Oil & Soap Sagar Oil & Soap
Adarsh General Store Adarsh General Store
Shree Ganesh Tobacco Shree Ganesh TobaccoPumphouse Maharashtra Store Maharashtra Store
Shree Ram General Store Shree Ram General Store
Chakala Uday Medical Uday Medical
D.T. Shah Medical D.T. Shah Medical
Dinesh General Store Dinesh General Store
Lakshmi General Store Lakshmi General Store
Bhagwati Store Bhagwati Store
Shah Roopshi Shah Roopshi
Mahavir Medical Mahavir Medical
Millat Nagar Welcome Super Market Welcome Super MarketSonu Super Market Sonu Super Market
Variety M & G Store Variety M & G Store
Lucky Super Market Lucky Super Market
Baman Wada Lobo Provision Lobo Provision
Honesty General Store Honesty General Store
Shah Lakhanshi Tesh Shah Lakhanshi Tesh
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
23/31
23
C.V. Gupta C.V. Gupta
Balaji Super Market Balaji Super Market
Marol Maroshi Shree Kalika Pharma Shree Kalika Pharma
Shahana M & G Store Shahana M & G Store
Ambika Store Ambika Store
Top Industry outlets identified on the basis of the stocks
held by them at Daihsar
Area Soap Shampoo
Ganesh Santosh Nagar Chamunda Store Society Store
Swaminarayan Store Paras General Store
Vasant Store Suvidha M&G Store
Sai Dham General Store Jai Bhawani Kirana
Pankaj Store Royal Soap
Royal Soap
Patel Super Market
Hariya Store
S.T. Road Shree Kishna Dhanya Bhandar Shree Kishna Dhanya Bhandar
Raj Oil & Soap Raj Oil & Soap
Siddhivinayak General Stores Siddhivinayak General Stores
Valabhdas Popatlal Valabhdas PopatlalSatyam Stores
Mahavir Store
Hari Om Society
Momaima Super Market Momaima Super Market
Kaju Pada II Shree Shiv M&G Store Shree Shiv M&G Store
Pal Dairy Pal Dairy
Suyash Traders Suyash Traders
Lakshmi Store Lakshmi Store
Shree Chamunda Shree Chamunda
Paveshwar Medical Paveshwar Medical
Anand Medical Anand Medical
Sainath General Store Sainath General Store
Yogi Nagar Navjeevan Medical Navjeevan Medical
Vallabh Nagar Co.op Stores Vallabh Nagar Co.op Stores
Ashapura Medical & General
Stores
Ashapura Medical & General Stores
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
24/31
24
Hariya Chemist Hariya Chemist
Shakti Store Shakti Store
Anand Nagar I Vira Medical Vira Medical
Shree Shiv Shree Shiv
Dedhia General Store Dedhia General Store
Diamond Medical Diamond MedicalAadishwar Medical Aadishwar Medical
Mahajan Oil Depot Mahajan Oil Depot
Shree Ganesh M&G Store Shree Ganesh M&G Store
Krishna Medical Krishna Medical
Shiv General Store Shiv General Store
S.V.P. Road Shiv General Store Shiv General Store
Vasant General Store Vasant General Store
Shah Mulchand
Momaya Store
I C Colony Holy Chemist Holy ChemistHari Om Medical Hari Om Medical
Ketkipada Brijesh Medical Brijesh Medical
Nirankar Medical Nirankar Medical
Daulatnagar Jai Veera General Store Jai Veera General Store
Gaytri Medical Gaytri Medical
Prashant Medical Prashant Medical
Daulat Nagar Consumer Society Daulat Nagar Consumer Society
Mahadev Medical Mahadev Medical
Vipul General Store Vipul General Store
Shiv Medical Shiv MedicalMahavir Medical Mahavir Medical
S.B. Kirana S.B. Kirana
Anand Nagar Pathak Pan Beedi
Gogari Anna Bhandar Gogari Anna Bhandar
Ramkrishna Medical Ramkrishna Medical
Paresh General Store
Shiv Shakti Shiv Shakti
Ashokvan Sona Chemist Sona Chemist
Gala General Store
Krishna General Store Krishna General StoreShree Gurukripa
Milan Medical Milan Medical
Adarsh General Store Adarsh General Store
Shivaji Nagar Dhanlakshmi Stores Dhanlakshmi Stores
Prakash Stores Prakash Stores
Jagdamba General Store Jagdamba General Store
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
25/31
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
26/31
26
Bhagwati Medical Bhagwati Medical
Praful General Store Darshan Medical
R.K. Store
Rawalpada Kailash M&G Store Kailash M&G Store
Rajvadi General Store
Janta MarketPiyush M&G Store Piyush M&G Store
Uttam Soap Center Uttam Soap Center
Purjabi Store
Ramdev Medical Ramdev Medical
Lakshmi Narayan General Store Lakshmi Narayan General Store
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
27/31
27
Recommendations
On the basis of the findings, observations and analysis, the recommendations are given:
1) The Scheme for Superia (3+1) which has been discontinued should be brought back inthe market as all the competitors are providing the same scheme and because the
competitors are providing the scheme we will lose out on the market.
2) For Vivel and Vivel Di Wills the company should do more of marketing as there is lessdemand for the product however for Vivel Deo Spirit there is a good demand but there
is a problem of stock out so that should be taken care of.
3) For Fiama Di Wills the company should increase the number of advertisements as thedemand for the product is still less as compared to other soaps and shampoos in the
same category.
4) For Fiama Di Wills the marketing strategy followed by the company needsimprovement because its competitor is showing that it has 1/3rd moisturizing creambut in our product consumers do not find anything.
5) Instead of just providing schemes only to consumers we should also provide schemesfor the retailers as they are unhappy with the schemes provided by us and so they
hesitate in keeping our products.
6) Discount is an issue which is being faced at most of the outlets as our competitors areproviding better discounts to the retailers so the retailers prefer to keep their products.
7) Credit is also another issue being faced at the outlets as there is no credit provided tothe retailers but the competitor is offering a credit of upto 30 days.
8)
There is a problem of delivery men, who are not making proper delivery and their toneis also very harsh towards the retailers because of which the retailers are very unhappy.
9) On a daily basis the delivery men on an average do not go to 17 outlets and give excusessuch as No Order, No Cash or Closed. This is not acceptable because out of
approximately 130 bills made in a day on an average 17 bills are returned which comes
upto 13% as return bills which means we lose that much of business.
10)The stocks were personally checked by me and I found that there is a problem of stockout as we did not have the complete range our all our SKUs so that should be taken
care of.
11)There is no enthusiasm amongst the salesmen (DS) to sell the products, they are justinterested in going to the shops and taking the orders, if they do not get the order they
do not force the retailers to keep our products.
12)Many retailers have problems with our WD, because of which also they do not keep ourproducts so they should be approached by some of the responsible representatives of
the company and a solution to the problem should be worked.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
28/31
28
13)Retailers are ready to keep our products but they expect us to offer them betterdiscounts, and if that is done it will help us to make our products more available as
compared to our competitors.
14)To increase sales and give motivation to the DS we should provide them with betterincentives so that they feel the urge to earn more and they sell more.
15)Proper training should be provided to the DS so that they have the skills how to sellour products to the retailers as our DS do not have good selling skills.
16)Proper Route planning should be done so that the number of return bills can bereduced.
17)Delivery men should be given training on how to interact with the retailers and theimportance of them making proper delivery should be explained to them.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
29/31
29
Learnings
1) I learnt Selling and Negotation Skills by interacting with the retailers.2) I have also learnt how to identify the particular product(s) in between several products
available at a particular outlet.3) I learnt the practices followed by various companies to attract consumers and increase the
sales for the company.
4) Its not only consumers who need to be happy to make sales but also the retailersand the whole supply chain otherwise its difficult to survive.
5) To make sales and succeed we need to offer better discounts and also good serviceto the consumers otherwise we will lose out on our market share.
Future Scope
This project figured out a means to find the key problems faced by the companyfor not being able to sell its products as compared to our competitors.
The above mentioned recommendations can be used by the company to increase
the availability and sales for Superia, Vivel, Vivel Di Wills, Fiama Di Wills and
the various other products in the personal care category.
With the help of proper route planning the chances of the delivery not being made
can be reduced.
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
30/31
30
References
www.itcportal.com Global Standards: Building Blocks for the FutureCAMP, Robert C. (1989). Benchmarking- The search for Industry Best Practices that lead to Superior
Performance. ASQC Quality Press.
www.wikipedia.com
-
8/6/2019 Summer Project 2010 - Kushal Agarwal
31/31
Questionnaire
1) Which products do you have in the soap category?Superia
Godrej No. 1Vivel
Lux
Dove
Fiama Di Wills
2) Which products do you have in the Shampoo category?Superia
Chik
Nyle
Vivel
Sunsilk
Pantene
Fiama Di Wills
Garnier Fructis
3) What is the discount which our competitors are offering?4) What problems do you face from our side in terms of delivery, order taking or any
other terms?
5) Why dont you keep our products( for retailers who do not keep out products)?6) Is the delivery being made on time?