instutional sales of surya nepal garment
TRANSCRIPT
PRESENTATION
ON
INSTITUTIONAL SALES
PRESENTED BY:
SUNIL BANIYA
Content
Channels use by SNPL Garment
division
About Institutional sales
Target customers
Field visit and its Finding
Strength and weakness of SNPL
garment in institutional sale
Suggestion
Distribution Channels used by
SNPL Garment
Surya Nepal
Garment
Retail sales marketing
Institutional sales
marketing
About Retail sales
Solus branded outlet(SBO)
Exclusive branded outlets(EBO)
Multi brand outlets(MBO)
Large format retailer(LFR)
About Institutional sales
Selling the product directly to the
consumers of a corporate organization
It is usually done for a large volume
sale
Company does direct transaction with
buyers
Benefits of Institutional sale
to SNPL
Profit maximization
Risk minimization
Direct interaction with the customer
Relation with corporate organization
Brand promotion
Benefits of institutional sales
to the customer Heavy discount
Materials as per their requirements
Free delivery of products
Target sectors of institutional
sales Banks Electronic company Paints company Distillery Telecom Airlines Hotels Colleges, schools, institution Pharmaceutical companies Project-NGO/INGO
Field visited
56%
9%
6%
4%
7%
9%
9%
Sales
Bank
Electronic company
Paint
Distillery
Telecom
Airlines
Colleges
Banks
Number of banks visited 30
Banks with uniform : 27
Banks without uniform: 3
Banks uniform
87%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bank withuniform
Bank withoutunifomr
Formal wears of Banks
Formal wears include shirts, pants and
suits
Banks who have uniforms use tailoring
for their formal wears.
Like Dormeal, Morgan Traders,
Shrestha Tailoring, New Maharjan
Traders
Some banks tried to get uniform from
Surya Nepal but their demand were
not fulfilled
Casual wears of Banks
Casual wears include round neck t-shirt
and polo t-shirt with or without desired
logo.
Banks use casual wear for various
purpose like:
1. Friday wear: Eg Kist bank, SBI bank
2. Sports
3. Events and programs
4. Scheme: Eg Jyoti Bikash Bank
Preference of bankers
63%
37%Branded
non branded
Brand preferred by Bankers
0
5
10
15
20
25
30
35
40
45
Arrow JohnPlayers
SpringWood PeterEngland
IndianTerrian
11
42
1621
11
Percentage
Electronic Company
Number of Electronic company visited
5
They don’t have uniforms
More focus should be given to casual
wears
Purpose of Casual wears
Schemes
For staff
Programs
Brand Preferences
80%
20%
Branded
Non Branded
All of electronic companies prefer John
Player
Paints company
Number of company visited 3
They don’t have uniform for their
staffs.
SNPL should focus on casual wears
rather than formal wears for paints
companies.
Purpose of casual wears
Schemes
Provide casual wears for wholesalers
and retailers
T-shirts for their staffs for brand
promotion
Preferences
Out of 3 organization, two of them use
non branded wears and one of them
use branded wears- John Players.
Distillery
Number of distillery visited 2
They don’t have uniforms
For institutional sales SNPL should
focus on casual wear
Purpose of casual wears
Schemes
Programs: Eg united sprites provided
t-shirts during Bryan Adams live
concert for brand promotion.
T-shirts for wholesaler, retailer as well
as to customers.
Telecom
Number of telecom visited 4
Telecom with uniforms 2- Ncell, Nepal
Telecom
Telecom without uniforms 2- Spice
Nepal, United telecom
Formal wears of telecom
Formal wears include shirts, pants
Nepal Telecom uses tailoring for their
formal wears.
Ncell uses tailoring or branded wear
like john players for their formal wears
Casual wears
Casual wears include round neck t-shirt and polo t-shirt with desired logo.
Telecoms use casual wear for various purpose like:
Sports
Events and programs: e.g. road show, food festivals, new Ncell center opening ceremony.
Sponsorship: Ncell provided t-shirts for Ace expression
Preferences
Out of 4 organization, three of them
use non branded wears and one of
them use branded wears-
Springwood.
Airlines
Number of airlines visited 5
Airlines with uniforms 2- Yeti Airlines,
Agni
Airlines without uniforms 3- Air India,
Austrian Air, Fishtail Air
Airlines uniform
Airlines with uniforms
40%Airlines without
uniforms60%
Formal wears of Airlines
Formal wears include shirts, pants
Airlines who have uniforms use
tailoring for their formal wears.
Like Shrestha Tailoring
Casual wears of Airlines
Casual wears include round neck t-shirt
and polo t-shirt with desired logo.
Banks use casual wear for various
purpose like:
1. Sports
2. Events and programs
Preferences
All of 5 organization use non branded
wears or easily available wear.
Educational sector
Number of organization visited 5
Target customer is students
Student uniform
Casuals wear for sports, programs-
orientation, functions .
Preference
Out of 5 colleges, two of them use
branded wears- John Players, three of
them use non branded wears
Strength and weakness of
SNPL garment on institutional
sales
Strength
Brand name i.e. John Players
Quality product
Reasonable price for John Players
Weakness
More focused on casual wears than on formal wears
Quality of Springwood is not satisfactory
In both brands, there is lack of Nepali size
Unavailability of suits in formal wears due to which many organizations rejected the order
Suggestions
Competitor for institutional sale
For formal wears the major competitor
for SNPL is tailoring
Continue……
When to contact targeted corporate organization
Banking sectors should contact before the fiscal year
Other targeted sector which uses casual wear should contact before festivals
Educational sector should contact before new session starts
Continue…..
To become top of the mind recall for institutional sales
Give advertisement in business magazine
Provide gifts to procurement head of an organization
Regular follow up
After selling product we should take feedback from buyers
Continue….
To enhance the brand name in the
market
Rebranding of Springwood
THANK YOU