priya gold presentation
TRANSCRIPT
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Presentation on
Prepared by Govinda Agrawal
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Title of the Project
Detail Study of Distribution System at Raipur
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IntroductionDistribution is a base for FMCG
industry.Project focuses on the distribution
system of RAIPUR Study done with help retailers,
distributor & superstockists. The study revelad a lot of things
dicussed later.
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Objective 1. To study the distribution system.
2. To find out the brand awareness.
3. To forecast the sales of the distributor and track the work of the salesman.
4. To study the marketing mix.
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Company Surya Food & Agro Ltd. Was incorporated in
nov 1992. Started selling biscuits under brand PRIYAGOLD
in oct 1993 Tag Line ‘haq se mango' Third largest in biscuit industry. Three plants located at Greater Noida, Luckhnow
and Surat. Diversified to Fruit Juices & Carbonated drinks. Coming with choclates toffee & candy.
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ProductsName
Variety Available Pack size( in gm)
Pack size( in Rs)
Butter Bite
Plain 60,100,230 5,10,20
Badam Pista 50,100,250(ATC pack) 5,10,25
Nice 50,175 5,15
Cashew 50,100,250(ATC pack) 5,10,25
Classic Cream
Elaichi 83,175 5,10
Choclate 83,175 5,10
Orange 83,175 5,10
Kids Cream
Butter 75,150 5,10
Strawberry 75,150 5,10
Choco-Vanila 75,150 5,10
Marie Lite 75,150,250,350 5,10,15,20
Bourbon Cream 100,200 5,10
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Smiley Cream 83,175 5,10
CNC biscuits 14,30,60,120 1,2,5,10
Snacks zig zag 60,120 5,10
Cheese Cracker 60,120 5,10
Cheez Bit 75g ATC,180 JAR 15,25
ChatpattaJeera Top 250 ATC 25
Cashew
Big Boss 75,150 5,10
Magic Gold 75,160 5,10
Coconut Crunch 16,40,75,150,350 1,2,5,10,20
Don Glucose 39,63,83,200 1,2,4,10
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Products…
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Methodology
First phase: Understanding the process of the company.
Second Phase: Studying the markets with the help of salesman.
Third Phase: Data collection and analysis.
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Distribution system
SNo./ Zone Raipur Bilaspur
1 Raipur Bilaspur
2 Dhamtari Korba
3 Mahasamund Ambikapur
4 Durg Raigarh
5 Kanker Janjgir
6 Bastar Baikunth
7 Dantewada Jashpur
8 Jagdalpur Kawardha
Zonal Division in Chhattisgarh.
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At Raipur Name of the distributors Beats
Classic Agency 2
K.D Sales 2
Nagwani Agencies 1
Kumud Agencies 1
The study was done with one distributor CLASSIC AGENCY, as other were not functioning well.
Each beat consist of 6 areas , which are covered in 6 working days of the week (Monday –Saturday).
One salesman look after the one beat.
Margins SS- 5%, DIST- 7%, RETAILER-= 12%-25%
5 salesman working with SS on company payroll.
Distributor has its own salesman depending upon the beats allocated.
Mode of Payment is CASH.
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Super Stockiest
Super Stockiest
SuperStockiest
Factory/Warehouse
DistributorsDistributors Distributors
Retailers Retailers Retailers
CONSUMERS
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Data analysis Distribution
• Questionnaire• DATA (40)
• Correlation used to find the elation between AVG SALES & PAYMENT MODE.
• Data was collected for 200 retailers 49 were rejected as they were outliners.
• All kind of retailers were surveyed (panwala to a wholesaler.)
• Retailers were dealing with different type of consumer segment.
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“Note: ALL means what the retailers keeps with him is available all the time”
If ALL variants are available sale is more.
Analysis…Variants v/s Avg sales
Limited; 18151
All; 64688
All
Limited
Payment mode
Cash, 30277
Credit, 52562
Cash Credit
65% of retailers buy more when option of credit is given.
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• Same questionnaire used.
• DATA (49)
Brand awarness
1Taste PromotionRangeQuality 0
5
10
15
20
25
30
35
40
%age
WHY BRAND
Taste
Promotion
Range
Quality
Taste
Quality
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COMPETITORS
36%
47%
11%6%
Britania
Parle
Anmol
Raja
PACK SIZE
45%
39%
13% 3%
Rs 5
Rs 10
Rs 20
Family pack
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Sales forecasting Methodology:
•Forecasted the sales of the month MAY
•Collected data from distributor of last two months sales.
•Talked to retailers and distributor to understand the consumption pattern of the consumer in the month of MAY.
•Two methods used
•If credit was given
•By Increasing the width and depth of products.
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A system for tracking salesman and distributor.
Methodology:
• Studied the work of salesman.
• Talked with distributor and SS what they want.
• BEAT PLAN
• TRACKING
Tracking System
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Marketing Product:• A lot of Varieties but can be increased • Quality is good (as found in survey)
• Taste matters a lot as biscuit is known by its taste.
• Brand Name EG. BUTTER BITE
• Packaging and Sizes
• Return policy.
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PRICE:• Pricing strategy is good according to the weights.
• Offer packs
• Works on CASH basis.
• SS gives credit period to DIST & DIST to some retailer
PLACE:• Good presence in the country (south and far east).
• Packaging problem.
• Company frequently changes the system.
Marketing…
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Marketing… PROMOTION:• Promotion was done when the brand started.
• Very less ground promotion.
• No posters, banners, calendar, caps etc.
• No signboard to DIST. & SS.
• KARISHMA KAPOOR brand ambassador.
• ADs don’t have connectivity.
• Sales force are not trained.
• No visits from the company.
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Competitors
Industry is dominated by BRITANIA followed by PARLE.
Here I will also compare the PRIYAGOLD on every point.
ANMOL:• Well known brand.
• Distributor work on a credit basis.
• Distributor has to make advance payment to the company.
• Delivery is in next working day.
• Company personnel visit the distributor.
• Company organizes yearly meeting of SS and Dist which is paid by the company.
• Don’t distribute posters as much.
• Schemes are regular.
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Competitors…BRITANIA:• Market leader with 108 products. • Distributor work on a credit basis. • Distributor has to make advance payment to the company.• Delivery is in next working day. • Company personnel visit the distributor. • Company organizes yearly meeting of SS and Dist which is
paid by the company. • In case of marketing company is in top position they regularly
distribute poster and banners.• Schemes are regular.
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Limitations • Work is done with one distributor and SS,
as other distributor were not functioning well.
• Surveyed only 200 retailers.• Retailers responses may be wrong and
biased. • Mainly worked with salesman. • No mentor at the field. • Work was done with the help of the dist &
SS.
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Recommendations
• Credit should be given.
• Promotion should be increased.
• Company don’t bother about the retailers, dist. & SS.
• Company don’t paid for any meetings.
• Packaging part should be improved.
• Company personnel should visit DIST & SS.
• Allowances are very less.
• Frequently change in the system.
• Should promote glucose biscuit.
• Presence in organized sector.
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Open for Queries