instutional sales of surya nepal garment

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