Distribution expansion in pune city

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A

PROJECT REPORT

ON

DISTRIBUTION EXPANSION IN PUNE CITY

FOR

COLGATE-PALMOLIVE INDIA

IN PARTIAL FULFILLMENT OF MASTER IN

BUSINESS ADMINISTRATION UNIVERSITY OF PUNE

BY

OM PRAKASH SINGH

M.B.A II

GUIDED BY:

PROF. A. NENE

VISHWAKARMA INSTITUTE OF MANAGEMENT

PUNE.


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PREFACE

As a part of MBA, it is required to present a project report.

For this purpose, one has to associate himself / herself with

an industrial / commercial service organization for specifies

period of minimum eight weeks.

The project contains a comprehensive treatment of marketing research and its result

in the theoretical form as well as graphical presentation. This will enable the reader to

understand the study done thoroughly and will be able to evaluate its implications for

the company, its products, services and the consumer.


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TABLE OF CONTENTS

1. WELCOME TO COLGATE

PALMOLIVE 1

2. NEED OF THE

PROJECT .14

3. OBJECTIVE ...

24

4. EXECUTIVE

SUMMARY 25

5. RESULT

HIGHLIGHT ..27

6. CONCLUSION ..4

0

7. SUGGESTIONS 4

1

8. BIBLIOGRAPHY ..4

4


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ACKNOWLEDGEMENT

I acknowledge my sincere thanks for the co-operation

extended by the college and all those who helped me in

preparing and presenting the report.

I take this opportunity of expressing my profound gratitude to my guide Prof. A.

Nene of Vishwakarma Institute of management whose continuous support has been a

constant source of motivation for me. I am extremely thankful to him for providing

valuable guidance and attention to me.

I would like to express my deep sense of gratitude to my director Dr. Sharad Joshi for

allowing me to carry out this project work in this prestigious institution.

I extend my gratitude to Mr. Anil Dulam (D.M of Pune) for his guidance and

suggestions in the project work. I would like to extend supporting me throughout the

training

I am also grateful to Ms. Sweata and Mr. Vilash (Sales Officer, pune) for sparing

there valuable time and extending their cooperation in accomplishing my task. It was

great experience and a pleasure working with such a cooperative and friendly

environment group.

At last special thanks to stockiest and sales man for their valuable support in our

project.


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CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. OMPRAKASH SINGH, a student of our institute VISHWAKARMA INSTITUTE OF MANAGEMENT has successfully

completed the project on DISTRIBUTION EXPANSION IN PUNE CITY undertaken in COLGATE PALMOLIVE INDIA LTD from 1st June 2005 to 31st

July 2005.

This is the original study of Mr. OMPRAKASH SINGH the sources used by him have been acknowledged in his report. The report is submitted in the partial fulfillment of two-year full time course in MASTERS IN BUSINESS ADMINISTRATION (2004-2006) as per the rules of the PUNE UNIVERSITY.

Prof. A NENE Dr.S.L.Joshi (PROJECT GUIDE) (DIRECTOR)


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COMPANY PROFILE

Welcome

To Colgate Palmolive

Colgate Palmolive India ltd. is a 51% subsidiary of Colgate Palmolive Company,

USA. It is the market leader in the Indian oral care market, with a 51% market

share in the toothpaste segment, 48% market share in the toothpowder market and

a 30% share in the toothbrush market. The company also has a presence in the

premium toilet soap segment and in saving products, which are sold under the

Palmolive brand. Other well-known consumer brand includes Charmis skin cream

and Axion dish wash.

The company s strategy is to focus on growing volumes by improving penetration

through aggressive campaigning and consumer promotions. The company plans to

launch new product in oral and personal care segment and is prepared to continue

spending on advertising and marketing to gain market share. Margin gains are

being targeted through efficient supply chain management and bringing down cost

of operation. A substantial increase in profitability can be brought about through

ad spend reduction.


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Colgate Palmolive India

Lines of Business

Oral Care


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Personal Care

http://www.colgate.co.in/app/Colgate/IN/HouseholdCare/AxionDishWashingPaste.cvsp

Hard Surface Care

http://www.colgate.co.in/app/Colgate/IN/HouseholdCare/AxionDishWashingPaste.cv


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Colgate Palmolive World wide

Key Facts

Headquarter in USA

$9 billion in Sales & over 38000 employees world wide

We sell our products in 212 countries around the world

We have a customer base of 4.5 million

Colgate is a truly Global Organization with almost around 75 % of the sales

coming from outside of USA

Over 40 % of toothpaste used in the world bears the COLGATE name


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Colgate Palmolive Worldwide

Lines of Business

Oral Care

Personal Care

Household Surface Care

Fabric care

Animal Dietary Care


Headquarter in Mumbai

Annual Turnover around 1100 crs

Market leaders in Oral care

Colgate

India s no 1 brand


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Colgate Ranked among Best Employer in India

Customer base of more than 8 lac retailers

Serviced by Company field force, more than 1800 stockiest & super stockiest

& their field force

Colgate is the brand that people trust, for complete oral care protection for

themselves and the ones they love.


Facts & Milestones

1937: The company was incorporated in India and

started trading activities. It was then a cent

percent US Company

1949: Manufacturing started operations in Mumbai

1985: Started contract manufacturing of Paste, Brushes

and Shampoos

1988: New Toothpowder factory at Waluj, Aurangabad


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1990: Soap plant started production

1993: CP (US) raised its equity from 40 % to 51 %


Facts & Milestones

1994: CP (I) buys the Oral Care division of Ciba Geigy

1997: Manufacturing facility in Hetauda, Nepal for

Dental Cream and Tooth powder

Major Accts. Sales Trends

520.3

613.8 615.1

656.1

620.6

696.1

753.0

691.5687.7

500

550

600

650

700

750

800

Q1'03avg.

Q2'03avg.

Q3'03avg.

Q4'03avg.

Q1'04avg.

Q2'04avg.

Q3'04avg.

Oct'04 Nov'04

Rs.

akh

s p

.m


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1998: Successfully rolled out SAP in India. Colgate

Oral Pharmaceuticals launched.

1999: Regional Technology Centre & Corporate office at

Powai, Mumbai.

Operations in New geographies Bangladesh,

Nepal and Srilanka


Lines of Business

Oral Care

Personal Care

Hard Surface Care


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Global Vision

Be the innovative leader

with our brands every day

in every home

Our Mission

Achieve market dominance

in Oral Care through

aggressive volume growth, and

establish a significant presence in Personal Care


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Colgate Values

The Company cares about its people, consumers, Shareholders and Business

Partners.

Colgate is committed to act with compassion, integrity and honesty in all

situations, to listen with respect to others and to value differences.

Colgate is committed to getting better every day in all that it does.

By better understanding consumers and customers expectations and continuously

working to innovate and improve products, services and processes, Colgate will

become the best .

Stockiest Best Practices

Stockiest & Company

Stockiest are our Business Partners

We are a Team

Our common goal Growth & Profitability


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We share the same belief Customer service, wider, better and timely distribution

of our products to all dealers

Office

Properly Furnished

Name board painted with company product

Adequate seating space

Computer

Telephone

Cabinets for stationery / files

Display board for product display

White board to display market working plan, months promotion, daily sales

tracking


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Delivery Vehicles

For metro & HQ towns painted motorized vehicle for every 480 accounts.

For smaller towns and villages motorized / non motorized 3 wheeler

BRAND CONTRIBUTION

Brand Grand Total

YTD % value contribution

ADVANCED WHITENING

551640.5

0.36 AJAX 44680.83

0.03 AXION 512273 0.33 CAPC 56625.76

0.04 CDC 80564645

52.41 CDC - KIDS 178188.5

0.12 CIBACA 8337363

5.42 CTP 37862962

24.63 GEL 6853299

4.46 HERBAL 944802.1

0.61 HERBAL White 1375375

0.89 OTHERS T/B 5240945

3.41 OTHERS-MISC 2 0 0.00 PO HANDWASH 23332.2

0.02 POAT Bar 245355.5

0.16 POAT LHW 234247.8

0.15 POAT SH CREAM 212656.5

0.14 POAT SH Gel 755013 0.49

POAT Talc 16124.62

0.01 POEC 60245.36

0.04 PON 77016.13

0.05 PONT 7025.35

0.00 PREM T/B 5306861

3.45 SENSATION 50270.32

0.03 SH BRUSH 337845.7

0.22 SH CREAM 1904866

1.24 SH ROUND 2511.12

0.00 SHAMPOO 68254.93

0.04 SHAVE GEL 1771.61

0.00 TOTAL 1883776

1.23 Grand Total 1.54E+08

100.00


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Colgate Awards

1. Best Website Award


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NEED OF THE PROJECT

OPERATION KHOJ

Pune City

CCiittyy::

Population: 25 Lakhs.

Municipal Corporations: 2

Size: 138.76 sq km

Economy:

o Industrial base: Automobiles, Software, Electronics, Light machinery, etc.,

o Defence establishments.

o Government Establishments.

o Educational Centers

o Demography dominated retired/senior citizens.

CCPP IInnffrraassttrruuccttuurree::

No. Of SOs: 3

No. Of Stockists: 10

No. Of Salesmen: 35

No. Of Merchandisers: 4

No. Of RFCs: 1

No. Of Accounts: 7289


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TThhee PPrroobblleemm::

AC Nielsen reported Accounts: 14250.

Current CP Coverage: 7289.

Gap: 50%

Hence:

Wholesale Contribution 34%

High Cost of Sale.

Low contribution of secondary brands.

RReeaaccttiioonnss ttoo tthhee GGaapp::

50% Gap is IMPOSSIBLE!!!

Nielsen data could be wrong Can they give us a list of accounts?

We cover every part of the city & beyond.

No other company has the coverage depth that Colgate has in Pune city.

TThhee bbeeggiinnnniinngg ..

Market visits showed that a lot of small/ marginal accounts were not covered.

This was prominent in the far-off extensions of the city.

Mostly small bi-lanes were never probed by our salesmen/ SOs during their

working.

The usual excuse of the salesman would be

These do not buy regularly,

The order gets cancelled, as they won t have cash at the time of delivery.

They did not buy when I visited them earlier.


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UUnnddeerrssttaanndd tthhee cciittyy::

The city is just not what we think it is.

There is a huge gap between what we assume as the city and what Nielsen

considers as the city.

Need to get the right map.

OOppeerraattiioonn kkhhoojj tthhee tteeaamm::

Activity was done through a team of summer trainees from a local management

institute.

4 students were involved.

OOppeerraattiioonn KKhhoojj

pprreeppaarraattiioonnss::

Each of the students was made to work with the SOs/ stockiest salesmen for one

week at 2 -3 stock points.

Product knowledge,

Retail Environments,

Salesman s job profile,

Beat plans, etc.

OOppeerraattiioonn KKhhoojj

pprreeppaarraattiioonnss::

After the market visits, we had a meeting to discuss the learnings out of the market

visits.

Importance of distribution;


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Role of Wholesale;

Impact of substitution in the trade;

Cost-benefits of direct coverage;

Role of salesmen, etc.

.........All this gave the team a better perspective of the project & its importance

OOppeerraattiioonn KKhhoojj pprreeppaarraattiioonnss::

The study was restricted to the New Pune & Pimpri - Chinchwad municipal

corporations & Metropolitan Area.

The operation started with a division of the city into certain blocks.

Each of these blocks had individual detailed maps with specific map reference nos.

so that its location in the city can be identified.

Each candidate was assigned a small part of the city in the form of a set of

adjoining maps.

The job of each candidate was to go to each of these areas and cover the entire area

on foot and list down the outlets in the area in walking order. Their mission was to

look out for and maximise the uncovered outlets. Each map area would take 3-4

days to cover.


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OOppeerraattiioonn KKhhoojj pprreeppaarraattiioonnss::

First phase had the new Pune municipal corporation where 43 areas were identified

from the survey.

The candidates were asked to collect the census on a format, which will record

certain vital information about the outlet.

This data will then be compiled in the form of an Excel file and provided to us.

This data will further get arranged stockist wise/area wise and will hence throw-up

the gaps by area under each stockist area.

We would further take decisions on the realignment of area, appointment of

additional stockists, appointment of additional stockist salesmen, etc.

OOppeerraattiioonn KKhhoojj tthhee aacctt

On the first day the entire team (4 trainees & D M (Pune)) worked together in one

area.

The intention was to train the summer trainees on

The type of outlets to be listed;

Probing;

Communicating with the trade;


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OOppeerraattiioonn KKhhoojj kkeeyy lleeaarrnniinnggss

We had not kept pace with the expansion of the city.

Retailers feel privileged to be serviced by the Co., stockiest;

Most retailers are willing buy against cash;

There are some areas where Co., like Coke & Pepsi have a better service than other

companies;

Gaps exist between areas of two stock points.

Salesmen do not add accounts as they feel that the marginal accounts buy from the

beat wholesalers.

Most of the uncovered accounts sell only CDC & CTP out of our portfolio.

A stockiest can handle only a certain no. Of accounts.

LOGISTICS

This department monitors the movement of finished goods from the point of manufacture to the various warehouses / C & Fs and to the stockists based all over the country

LOGISTICS

CHANNELS

Warehouses

C & Fa

Stockist

Markets

Retailers


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DDIISSTTRRIIBBUUTTIIOONN CCHHAANNNNEELL

FACTORY

WAREHOUSE/C&F

SUPER STOCKIST (DIRECT)

STOCKIST (DIRECT)

CO.OP STORES (DIRECT)

RURAL STOCKIST (INDIRECT)

WHOLESALER RETAILER WHOLESALER RETAILER

CONSUMER


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SALES OFFICER OF PUNE AND THEIR STOCKIESTS

SALES OFFICERS STOCKIESTS

1. Mr. Vilash Madhuram sales

Arvind Ragunath

2. Ms. Sweata J.P Enterprises

Excel Enterprises

Shree Sai Enterprises

Yash Enterprises

3. Mr. Deepak Vijay Traders

Mandar Enterprises

Charlok Enterprises

Darshan Enterprises


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Parachute Oil

Shampoo Colgate Lifebouy

Whether sells ( tick if yes )

Telephone

No. Address of the

Shop Name of

the Owner Map Point

Map No.

S.No

Date:

Name of the Surveyor:

OPERATION KHOJ


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OBJECTIVE

To understand and find out new outlet

To search Problem related to it

To find out Colgate competitors and their strategy\

To find out market trend

To find out causes behind declining Colgate market

The final suggestion/recommendation


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EXECUTIVE SUMMARY

Colgate currently covers 7087 accounts in Pune city, which is just about 50% of

the A.C Neilsen s reported universe of accounts in Pune city (14200 Accounts).

Any FMCG company thrives on its distribution strength. Distribution determines

reach.

It s a known fact that directly covered outlets have a much higher market share

for the company than outlets being covered through wholesale/indirectly covered.

Also the Speed to Market for any product/organization is a result of its direct

coverage

Direct coverage is the ultimate acid test for any FMCG company

forms the

backbone for any organization in India.

Assumptions:

Practical recommendations/solutions will get implemented.

Stockists have to look at their overall earnings & it can be assumed that currently

they are earning enough to invest in infrastructure (salesman/auto units etc.).

Where ever necessary, new stockist can be appointed.

Project Timelines:

To start immediately and to be presented to Branch Team (BM, RSM, DM & Cust

Mktg) by 20th August.


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Key Deliverables:

A list of uncovered outlets in the new municipal area of Pune and Pimpri-

Chinchwad municipal corporations and the Pune metropolitan area.

Present an assessment of the business potential by area.

Identification of 3 to 4 critical locations where new stockists can be appointed.

Restructuring the entire geography for optimization of coverage. This could mean

identification of new stockist locations, re-allocation of beats between existing

stockists, increasing route list accounts at certain existing stockists, etc.,

Finally arrive at a fresh route list at each stock point (both existing & new) in the

city & metropolitan area.

Important Considerations:

The final suggestions/ recommendations should take care of the rapid expansion

of the city limits and should be robust enough to sustain for the next 4 to 5 years.

Match our restructuring plan with 1 or 2 good companies with strong distribution

infrastructure in the city. This is just to validate our line thinking.

Any new stockist that is planned to be appointed should have atleast 480 accounts

to cover and have a business size of around 4 lakhs.


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Operation Khoj . Results

AREA LOCATION ACCOUNT

WARAJE BHAGIRATHI NAGAR 1

NDA ROAD 11

KALPUTRA COLONY 2

SNEHAKEET COLONY 1

DUDHANE NAGAR 1

BHALEKER BASTI 2

DATTA DIGMBER 2

SWET GANGA SOCIETY 2

SAI KORNER A 1

MALWADI 9

WARAJE GAON 3

RAM NAGAR 24

YASHWADEEP SOCIETY 1

JAYDEEP SOCIETY 1

VITHAL NAGAR 9

TAPO DHAM

KARVE NAGAR HIGNE HOME COLONY 13

SHAWER COLONY 1

GALI NO 1 1

GALI NO 3 1

GALI NO 7 2

GALI NO 8 1

GALI NO 4 4

NEAR CORPORATION BANK 2

KAMNAVASHAT 4

LAXMINAGAR 5

WADAR BASTI 4

MAVALE ALI 3

SHAW COLONY 1

VIKASH MITRAMANDAL 2

NEAR BUS STOP 3

NEAR JOSHI BARAPAW 1

VIKASH CHOWK 1

CANOL ROAD 5

BARATE COMPLEX 2

NEAR KAKRE PALACE 1

KOTHRUD DHANUKER COLONY 2


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CHANDRALOK NAGRI 1

HAPPY COLONY 6

GOSAVI BASTI 5

NEAR SHIVAJI STATU 1

VELKE NAGAR 1

BHELKE NAGAR 1

AZADWADI 1

GAGAN JAI SOCIETY 1

SASTREI NAGAR 24

MARATHA MAHASANGA SOC.

1

KRISHNA NAGAR 4

SHIVTIRTHA NAGAR 5

KISKINDA NAGAR 1

JAI BHAWANI NAGAR 4

GUJRAT COLONY 4

BHUSARI COLONY 18

PAUD ROAD 1

INDRA SHANKER NAGRI 5

D 43 / ALAKNANDA 1

VITHALWADI SINHAGAD ROAD 4

HIGNE VITHALWADI 5

DATTA WADI 16

DHANDEKER POOL 6

AMIL WADI 6

RAM NAGAR 3

NEAR CANOL 1

PARVATI PARVATI DARSHAN 13

LAXMI NAGAR 4

PARVATI GAON 3

JANTA VASHAT 44

PARVATI PAITHA 4

CHIKHALI PAWAR BASTI 7

HADGUDE BASTI 1

KUDAL BASTI 25

JADAV WADI 1

CHIKHALI GAON 14

PATIL NAGAR 11

MAHADEV NAGAR 3

GANESH NAGAR 4

AKURDI 3

DUDUL GAON DUDUL GAON 3


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VAHILE NAGAR 1

DEV PHATA 6

MOSHI DEV RASTA 1

MOSHI HAWELI 1

NAGESHWER MOSHI 1

PUNE NASIK ROAD 3

BORATE LANE 1

NEAR NAGESHWER MANDIR 2

MOSHI GAON 4

LAXMI NAGAR 3

BHIM NAGAR 2

ALANDI TAPKIR NAGAR 2

INDRANI NAGAR 6

KATE BASTI 7

CHARHOLI KALJE WADI 6

KOTHWAL WADI 1

B.K. 32

DHABARE BASTI 1

KHURD 8

WADI MUKHWADI 4

BHOSLE BASTI 2

24 WADI 1

MAHALUNGE MAHALUNGE PADALE 18

WADGAON SHERI SAINATH NAGAR 14

PATIL NAGAR 3

MALWADI 9

MAHAVIR NAGAR 3

MATE NAGAR 2

INDRA NAGAR 1

NAMDEO NAGAR 2

GANESH NAGAR 4

SAMARTH NAGAR 2

TAMPO CHOWK 3

RAM NAGAR 3

POTE NAGAR 3

VIDHYA NAGAR 2

POLICE COLONY 1

SOMNATH NAGAR 2

KHARARI 1

MAHADEV NAGAR 1


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GALENDI NAGAR 1

YASHWANT NAGAR 4

SAMARTH COLOYNY 1

TUKARAM NAGAR 1

PATARE BASTI 3

NANDOSHI NANDOSHI GAON 4

GORHE B.K. GORHE BUDRAK 10

GORHE DHURD GORHE DHURD 3

DONJE DONJE GAON 5

GOLE WADI GOLE WADI 2

GHERA SINHAGAD

GHERA SINHAGAD 3

KHANAPUR KHANAPUR 16

MALKHED MALKHED 3

HINJEWADI HINJEWADI 13

MAN MAN 14

SUS SUS GAON 14

BAUDHAN B.K 6

KHURD 6

MARUNJE MARUNJE GAON 4

KASARSAI KASARSAI GAON 6

NERE NERE DATA WADI 6

SINDHE BASTI 1

JAMBE JAMBE 2

TATHAVADE TATHAVADE (JADAV BASTI) 3

ASHOK NAGAR 3


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S.No Area Sub-Area

Khoj Accounts

1

Kondhwa(kd) Lulla Nagar 1

Kondhwa(kd) Gaon 19

Bhagyoday nagar 13

Mitha nagar 24

Kausar Baug 1

Barkat Nagar 2

NIBM road 6

2

Wonwarie Kedari Nagar 3

Azad Nagar 9

3

Kondhwa(BK) Kondhwa(BK) Gaon 15

Laxmi Nagar 3

Kakade wasti 2

Sai nagar 10

Sambhaji nagar 2

Yewlewadi 18

4

Katraj Katraj Gaon 18

Ambe Gaon(BK) 6

Dutta Nagar 11

Shani nagar 7

Wonder City 1

Katraj-Kondhwa Road 7

Bharti Vidya Pith 20

5

Dhankawadi Dhankawadi Gaon 7

Balaji Nagar 4

Shankar Maharaj Vasahat

9

Hill top Society 3

Taljai Pathar 4

6

Bibwewadi Bibwewadi gaon 9

Papal Wasti 3

Pokale wasti 4

Mahesh Society 3

7

Indira nagar Indira Nagar(lower) 2

Gujar wadi 3

Upper Oata 15

Super 4

Chaitraban Vasahat 2

Rajiv Gandhi nagar 16

Sukh Sagar Nagar 4

Chinta Mani Nagar 2


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Prem Nagar Vasahat 9

8

Arnyeshwar Arnyeshwar Nagar 5

Annabhau sathe nagar 6

9

Sahakar nagar no.1

Sahakar nagar no.1 4

Taljai mata Vasahat 14

Padamawati 2

10

Undri Undri-Pisoli Road 8

11

Pisoli Pisoli Road 2

12

Mohammadwadi Mohammadwadi Gaon 6

13

Dehu Road Dehu Road 8

Thomas Colony 5

Mhamurdi 5

Shitala Nagar 1

Vikas Nagar 16

Dutt Nagar 3

Shivaji Nagar 2

Shri Nagar 3

Shelar wadi 5

Ambedkar nagar 3

Adarsh Nagar 3

Sai nagar 7

14

Yerwada Yerwada 5

Shelar chal 2

Laxmi Nagar 18

Yashwant Nagar 5

Subhash Nagar 4

Ganesh Nagar 15

Kamraj Nagar 4

Shastri Nagar 1

Mahamta Housing Board 4

Navi Khadki 2

Shani Chal 3

Gandhi Nagar 2

Jai Prakash Nagar 12

Ram Nagar 1

Kalyani Nagar 4

Ramwadi 4

15

Vadgaonsheri Vadgaonsheri Gaon 3


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Matchwell Road 1

Kharadkar nagar 5

Prasad Nagar 2

Vitthal Nagar 1

16

Kore Gaon Park Kore Gaon Park 1

Total 508

S.No.

Area Sub-Area Khoj Account

1

Ghorpadi Bhart forge road 7

Shirke company(Bhim nagar)

8

B.T kavade road 10

Ghorpadi bazar 1

Mundhawa road 1

2

Mundhwa Sarvodya colony 7

Railway station Hadapasar 5

Mundhawa Chowk 1

3

Keshav nagar Keshav nagar 18

4

Manjri Mangri(bk) 19

Mangri(kd) 7

Mahadhev Nagar 11

Manjri road 2

5

Hadapasar 17 1/2 Nali 11

17 1/2 Nali Road 4

Malwadi Hadapasar 30

Pune Solapur road 5

Parijat Colony 3

Anand Nagar 2

Gosai Wasti 4

Bhagirathi Nagar 6

Gadi Tar 11

Sato Plot 2

Aakashvani 3

Ravi Darshan 2

Ganesh Vihar Colony 1

Vitthal Nagar 2

Shinde Wasti 7

Laxmi Nagar 3

Ram Takeri 5

Vadu Wadi 2


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Ram Nagar 2

Sasane Nagar 11

Kukai Nagar 1

Kale Padal 11

Kale Borate 2

Handewadi Road 10

Sato Nagar 4

6

Pune Saswad road Bekari Nagar 27

Damal Wadi 11

Rupi Nagar 4

Phursungi Gaon 16

Ganga Nagar 18

Aadhresh Nagar 1

Avdhut Nagar 5

Tukai Darshan 8

Satyam Puram Society 1

Satowadi 10

Gondle Nagar 4

Mahamata Phule vashahat 2

Vatal Baba Wasti 4

Unnati Nagar 1

Hingane Ali 2

Ramoshi Lane 2

7

Pune Solapur Road Pune Solapur Road 4

Magarpatta Road 4

Sanker Math 1

Gosai Wasti 5

Surashka Nagar 1

Hingale Mala 7

Vaidu wadi 2

8

Wanwadi Wanwadi Gaon 2

Shanti Nagar 3

Jugtap Chowk 2

Fatima Nagar 2

Jugtap Nagar 1

Wanwadi Bazare 1

9

Mohammadwadi Road

Sayyad Nagar 9

Udyag Nagar 1

Tarwade Wasti 1

Mohammadwadi Gaon 2

Nyati Estate 5


VIM, PUNE 50

10

Yerwada Phule Nagar 3

Indira Nagar 10

Shanti Nagar 9

Aadhresh Nagar 2

Pancheel Nagar 1

Pratick Nagar 1

Hira Manmozi Nagar 1

Nagpur Chawl 14

Maharastra Housing Board 1

Sanjay Park(Viman Darshan)

6

Viman Nagar 5

11

Vishrant wadi Sainaik Nagar 3

Kamgar Nagar 1

Jadav Nagar 1

Kasturba Society 1

Alandi Road 4

Kalas Road 1

Dhanori Road 4

Bhim Nagar 7

Tingare Nagar Road 2

Tingare Nagar 19

Indira Nagar(Burma Shell) 11

12

Pune Nagar Road Sai Satyam Park 6

Ganesh Park 1

Kavade Wasti 2

Khandave Nagar 2

Ubale Nagar 2

13

Chandan Nagar Aple Ghar Society 4

Tulza Bhawani Nagar 2

Hadapasar By-Pass 2

Shivraj Chowk 1

Sabji Mandi 4

Sangharesh Chowk 2

Kharadi Road 12

Eknath Pathare Wasti 5

Satguru Housing Society 1

Dwarka Garden 1

14

Kharadi Tuka ram Nagar 2

Borate Wasti 3

15

Vadgaon Sheri Ganesh Nagar 2

Sunita Nagar 1


VIM, PUNE 51

Sagar Park 1

Somnath Nagar 7

Viman Nagar Corner 1

16

Ramwadi Ramwadi 7

TOTAL 588

S.No Area Sub-Area Khoj Accounts

1

DAPODI DAPODI VILLAGE 9

PHUGEWDI PIMPRI ROAD,

SHIV DATT NAGAR 2

397/1 AGERSEN NAGAR 2

2

PIMPLE RAMKRISHNA MANGAL KARYALAYA 3

GURAV POOJA HOSPITAL 2

ANAND PARK 1

VADWARI 7

SHASTRI NAGAR 1

KESHAV NAGAR 2

KESERWADI

3

PIPLE KUNAL ICON 1

SAUDAGER TUSAR RESIDENCY, JAGTAP DAIRY 2

DWARKADHEESH 1

VILLAGE 18

4

PIMPLE NILAKH VILLAGE 9

5

BOPKHEL VILLEGE 6

RAMNAGAR 5

GANESHNAGAR 5

6

KALAS VILLAGE 7

7

DIGHI KATEA BASTI 6

VIJAY NAGAR

RUNWAL PARK 1

GAYAKWAR NAGAR 2

ALANDI ROAD 1

DATT NAGAR 4

CHAUDHARY PARK 1

B U BHANDHARI CMPLX. 3

ADARSH NAGAR 8

SHIV SAI NAGAR 5


VIM, PUNE 52

8

DHANORI VILLAGE 6

DATT NAGAR 2

GOKUL NAGAR 5

MUJABA BASTI 19

AKASH PARK 2

9

AUNDH SPICER COLLEGE, NR. OLD SANGHVI 4

NEW SANGHVI SAMARTH NAGAR 6

ADARSH NAGAR, NEW SANGHVI 2

SH. VIVEKANAND NAGAR 2

SAMTA NAGAR 2

GANESH NAGAR, NEW SANGHVI 3

VINAYAK NAGAR, N. S. 3

GAJANAND NAGAR, N.S. 3

DHORE PATIL FARM 3

AUNDH VILLEGE 4

KASTURBA GANDHI VASHAT 7

INDIRA GANDHI VASHAT 14

NR. AMBEDKAR COLLEGE 2

D P ROAD, BANER 17

OLD SANGHVI 14

GAYAKWAR NAGAR 1

10

BANER VILLEGE 4

BALEWADI PHATA 13

11

BALEWADI VILLEGE 13

12

WAKAD WAKAD CHOK 3

VILLEGE 2

DANGHI CHOK 2

NEW DATT NAGAR 5

KELATE NAGAR SHANKER 7

VENU NAGAR 2

MAHATOBA NAGAR, ZOPADPATTI 4

EKTA HOUSING SOC. 1

KESPATHE BASTI, KALAWARI PHATA 15

NR. POLICE CHOKI 3

BHUJBAL BASTI 3

BOMKER BASTI 5

KALAKHADAK, HINJEWADI RD 13

13

BAPODI V. PATIL ROAD 8

I T PARK 1

GANESH TEMPLE 5


VIM, PUNE 53

SAMARTH NAGAR 2

AMBEDKER CHOK 4

BAPODI VILLEGE 4

14

KHADKI ELIPHASTEN RD, KRILOSKER ENGINE 1

HULA ROAD 1

OLD BAZAR 1

NEW BAZAR 1

15

SUTARWARI VILLEGE 20

SUS ROAD 11

16

EKNATH NAGAR 6

17

PASHAN MAIN CHOK 6

SOMESHARWADI 10

SANJAY GANDHI VASHAT 11

PANCHWATI 3

CHORIYA GARDEN, SUTARWARI RD 2

VIVEKANAND SOC. 1

TATA MOTORS 1

JENWARI GOKHALE NAGAR 22

18

THERGAON JAI MALHAR NAGAR 2

GURU NANAK NAGAR 2

KALAWARI PHATA 2

NAKTHA NAGAR 7

VENU NAGAR 2

THERGAON PHATA 2

JAI HIND NAGAR 1

DATT NAGAR 3

THERGAOAN VILLAGE 3

TAPASE NAGAR 1

GANESH NAGAR 12

EKTA COLLONY 2

RATANDEEP COLLONY 2

DANGHI CHOWK 1

MANGAL NAGAR 2

GUJAR NAGAR 5

KANAIYA PARK 5

KRANTIVEER NAGAR 6

SAINATH NAGAR 7

PAWAR NAGAR 9

PADVAL CHAL

PODVAL NAGAR 21

SHIVTHIRTH NAGAR 8


VIM, PUNE 54

BHORDE NAGAR 4

KALESH NAGAR 5

INDRANI NAGAR 4

19

RAHATANI GAJANAND NAGAR, KALAWARI PHATA

5

SASHTRI NAGAR 4

SHRI NAGAR 5

NAKHATE BASTI 17

RAM NAGAR 10

SAI CORNER 1

JAGTAP DAIRY 1

SHIVAJI CHOWK 6

SAJJAN GARDH 3

RAI GARDH 1

KALAWADI 15

TOTAL 637

Direct coverage is the ultimate acid test for any FMCG company forms

the backbone for any organization in India. Count of Name of the

Shop Stockist Total

Anupama Agencies 102

Madhuram Sales 23 Rupesh Agencies 50

Vikas Traders 121

Chandralok Enterprises 33 Darshan Enterprises 100

Excel Enterprises 227

Gayatri Enterprises 174

Jey Pee Enterprises 104

New Baner Stockist 222

New Katraj Stockist 226

Sai Traders 272

Shri Sai Agencies 277

Shri sai Enterprises 227

Shubham Enterprises 326

Vijay Traders 399

Yash Enterprises 52 (Blank) 38

Grand Total 2973


VIM, PUNE 55

CONCLUTIONS

A truly global company. Covering 200countries.

It divided into four categories:

Pet nutrition

Home care

Personal care

Oral care

Its vision is be the innovative leader with our brands every day in every home

It is lacking in:

Proper distribution

Focusing on roadside only

Adopting shortcut method means only large counter

Try to fewer walks

Time management

Not proper dress code

Inexperience salesman

Not suitable for lower class family its price is higher as compared with-

Anchor

Babool

Vi-john


VIM, PUNE 56

SUGGESTIONS

Service

·The main objective of service is to develop our

business and keep an edge over competition

·The stockist must provide satisfactory service to the

trade.

· The stockist must take initiative in merchandising by

providing proper units for covering the markets and

servicing all dealers regularly.

· Not focusing only roadside

· Delivery on time

Godown Space

·Adequate space for storage of goods, POP and documents

··Centrally located & easy to approach

··Adequate lighting

··Roof /Ceiling /Wall should not have leakage

··Floors should be clean from dust / waste

··Damaged /Returned goods should be stored in separate area with clear identification

··Godown should be kept clean on a regular basis

··CP products to be stored separately from products of other companies

··Stocks should be stored on tarpaulin and 6 inches from the wall


VIM, PUNE 57

·Stacking up to 7 / 8 shippers & in upright position (visual on shipper)

·· Honeycomb style for stacking

··Loose stocks to be kept on separate racks

·· Follow the FIFO system

·· Segregate products by variants & price code

··Loose brush hangers should not be rolled

·Shelf for POP with Bin cards

··Care to be taken while loading / unloading of stocks to avoid damages

Personnel

Regular and efficient personnel should be provided to meet the objective of providing

service as given below:

Salesmen: To conduct retailing & maintain adequate stock

Salesteam should have dresscode of colgate palmolive

Pressure at all outlets. One S/man per 240 A/cs

needs to be provided. He should be exclusively

working for Colgate.

Drivers/Helpers: To assist the salesmen in ready stock

retailing and to fix POP material in all outlets

Clerk/Accountant: To maintain sales record and submit them on time

To operate PC for Intellised operation


VIM, PUNE 58

Delivery Vehicles

For metro & HQ towns painted motorized vehicle for every 480 accounts.

For smaller towns and villages motorized / non motorized 3 wheeler

Involvement

·The Partners/Proprietors should personally visit the market

regularly to develop and maintain good trade relations.

· It also helps them in assessing and keeping a check on the

working of their salesmen and merchandisers.

· It helps in addressing any market related issues and solve

them immediately thereby ensuring good customer service

Line of Business

·He can have agencies of other FMCG but not with any

of our competitors.

· Exclusive stockiest are preferred.


VIM, PUNE 59

Bibliography

Books:

Philip kotler; Marketing Management; eleventh edition;

Ranjan saxena; Marketing Management; second edition; Tata McGraw hill

publication, New Delhi.

Magazine and journals:

Business India

Trade Journals

Reports:

Monthly report of the company.

Internet.


VIM, PUNE 60

Sep'04

Oct'04

Nov'04

Sep'04

Oct'04

Nov'04

YTD

Nov'04

avg.

% growth in

Nov'04 over

H1'04 avg.

Sep'04

Oct'04

Nov'04

All-India

8925

8984

8985

762.3

687.5

690.1

688.6

5%

52.1

56.3

52.2

Branch Summary

Kolkata

1250

1272

1327

95.9

84.4

74.2

78.9

5%

51.0

49.3

42.2

Chennai

2117

2158

2112

205.5

174.0

165.6

176.3

-4%

49.3

47.0

44.1

Delhi

2438

2456

2464

198.7

173.9

187.0

176.3

11%

64.4

63.8

56.2

Mumbai

3120

3098

3082

262.2

255.2

263.4

257.2

6%

44.7

59.4

59.1

Metros

Mumbai

1193

1188

1171

113.7

105.6

111.1

107.7

6%

48.9

68.1

68.3

Kolkata

838

855

882

72.6

61.7

54.9

59.8

2%

54.2

51.8

43.8

Chennai

527

559

535

59.5

56.7

51.8

54.3

-5%

49.2

50.1

48.8

Delhi

859

859

857

74.2

71.3

74.3

70.4

9%

70.5

71.5

67.1

Bangalore

537

539

543

49.4

39.9

42.1

38.8

23%

53.5

52.7

47.4

Hyderabad

479

470

443

36.4

21.0

22.5

28.1

-22%

48.7

40.2

36.8

Comments

Major Accounts Scorecard -

end-Nov'04

2. MSS compliance has picked up in last 2 months in Mumbai branch but has dropped in other 3 branches. Mumbai metro has

a high 68% MSS compliance. Hyderabad is really worrying at 36% MSS compliance !

1. Overall growth in Nov'04 over H1'04 is 5% - MA sales has been declining in Calcutta & Chennai branches in last 2 months

esp. in Hyderabad metro

MSS Compliance

INTEL

# of accts.

Sales (in Rs. Lakhs)

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