Upload
zil-shah
View
94
Download
7
Tags:
Embed Size (px)
DESCRIPTION
Effectiveness of Distribution Channel of Minute Maid Pptx
Citation preview
EFFECTIVENESS OF DISTRIBUTION CHANNEL OF MINUTE MAID WITH RESPECT TO CONSUMER SATISFACTION
Guided by:Dr. Sharif MemonProf. Prashant Pareek
Presented by:Kandarp Thakkar (117350592155)
Mohammed Bharmal (117350592042)
INTRODUCTION This study focuses on the effectiveness of
FMCG distribution channel with respect to consumer satisfaction in Ahmedabad market.
The subsidiary company of Coca Cola named Minute Maid was selected to study the effectiveness of their distribution channel in Ahmedabad city of Gujarat.
We are attempting to cover XXX consumers and XX intermediaries of Ahmedabad.
Two different questionnaire are designed- one for the channel members and the other for Ahmedabad consumers
RESEARCH METHODOLOGYObjective of the study :-
To study the distribution channel of Minute Maid. To understand how the distribution channel serves the
customers. To know how the distribution channel helps the
customers to meet their demand. To know the quality of the product and prevalence of
duplicate in the market. To know the market availability of the product in the
market.
RESEARCH DESIGN
Type of research: Descriptive
Population: Sellers and Consumers of Minute Maid's product in Ahmadabad.
Sample Unit: Distributors Stockiest, Retailers, Consumers of Minute Maid's Product.
Sample Size: Distributers/Stockiest XX, Consumers XXX.
Method of Sampling: Non Probability Sampling with Convenience Sampling.
Research Instrument: Interview and Questionnaire.
Product range: Juice drinks, Lemonade, Fortified juices, and
other Juice varieties of Minute Maid.
SOURCES OF DATA (i) Primary data collection : Questionnaires & Interview
(ii) Secondary data collection : Company brochures Magazines and Journals Internet
LIMITATIONS OF THE STUDY:
Time duration Correct Information Misleading information. Trust the dealers and their perception, actual
situation may vary.
DIRECT DISTRIBUTION
FMCG Company
Exclusive Distributers
Retailers
INDIRECT DISTRIBUTION
FMCG Company
Distributers
Wholesalers Cash and Carry
Retailers
MAJOR SEGMENTS OF FMCG INDUSTRY
Household Care10%
Lighting2%
Food and Bevarages53%
Personal Care20%
Tobacco15%
TYPES OF DISTRIBUTION CHANNELS:
Grocery Outlets: Discounter Hypermarket General stores Supermarket
Convenience Outlets: C- Store Kiosk Gas station Street vendor
HoReCa classification: Bar Recreational Restaurant Disco
STORY OF MINUTE MAID Minute Maid was the first company to market
orange juice concentrate, allowing it to be distributed throughout the United States and served year-round.
The Minute Maid company is owned by The Coca Cola Company, and is the world's largest marketer of fruit juices and drinks.
There are now more than 100 different flavors and varieties of Minute Maid
1945 – Marching Orders 1946 – Orange Freeze 1949 – Behind the Name 1960 – Joining Forces 1973 - Just Chill 1980 - Family Additions 1987 – Better for Your Bones 2007 – Fruit Juice Boosted 2011 – Minute Maid Pure Squeezed Launches
PRODUCTS OF MINUTE MAID IN INDIA Minute Maid Pulpy Orange Drink - Orange
Juice drink made from concentrate. Minute Maid Nimbu Fresh Drink - Lemonade Minute Maid 100% Juice - Apple, Grape, and
Orange. Minute Maid Mango Minute Maid Mixed Fruit Juice Drink Minute Maid Apple Juice Drink Bingo tangles
DATA ANALYSIS How do you rate the Margin of the company? a) Good b) Average c) Poor
16%
36%
48%
Rating Profit Margin
GoodAveragePoor
Do the company executives convey schemes on time?
a) Yes b) No
Yes No0
10
20
30
40
50
60
70
62
38
Conveying Schemes
Series1
Which type of channel are you associated with?
a) Grocery storeb) Supermarket and hypermarketc) Convenience storesd) Department storese) Street marketsf) Cinema storesg) Pan shoph) Restaurantsi) Sales at homej) Internetk) Mail or phone order
Grocery
store
Super
Market
Conv
enien
ce Sto
re
Depart
mental
Store
Street
Market
Cinem
a Stor
e
Pan Sh
op
Resta
urant
Intern
et
Sale a
t Hom
e
Phone/
Mail0
2
4
6
8
10
12
14
16
18
Series1
How often do you consume Minute Maid’s Product (Fruit Juices)?
Once a week 2-3 times a week 4-5 times a week More than 5 times a week
Once in a week 2-3 times a week 4-5 times a week more then 5 times in a weeek
05
1015202530354045
40
32
22
6
Cunsumption of Minute Maid Fruit Juices
Series1
Which is your most preferred channel for purchasing Minute Maid’s fruit juices?
Grocery store Supermarket and hypermarket Convenience stores Department stores Other specify
Grocery Store Supermarket and hypermarket
Convenience Stores
Department Stores
Others05
10152025303540
10
38
30
14
8
Preferred Channel for purchasing Juices
Series1
How satisfied you are on the following characteristics of product
Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied
Dissatisfied Highly Dissatisfied
8
4038
12
2
2428
38
10
0
34
22
40
400
6
54
32
8
42
2826
40
Cahracteristics of the ProductPrice Quality Packaging Advertising Taste
Give your input on the overall satisfaction, price and quality, quality service, overall trust of the distribution channel of Minute Maid
Highly Satisfied Satisfied Neither satisfied nor dissatisfied
Dissatisfied Highily Dissatisfied
16
3236
14
2
20
48
24
8
0
14
26
44
12
4
10
18
52
128
0
14
48
22
16
Overall SatisfactionPrice Availability Service Scheme Discount
FINDINGS From the survey it is found that around 30 percentage of
the respondent are satisfied with promotional schemes. Around78 percentage of stockiest, dealers, retailers are
believe that the company’s distribution channel is quite strong in terms of supply chain management.
The credit policy of the company is still in need for modification.
Around 16 percentage of the respondents are happy with the margin.
Majority of the respondents have no complains with the supply norms of the company.
The frequency of the consumption of the Minute Maids products among the consumers is very less compared to other cold drinks.
CONCLUSION
On the basis of the view-points of the Intermediaries: It can be concluded that the distribution channel and the
supply chain management of the company is successfully providing their credentials by timely delivery, damage policy for the intermediaries, favorable supply norms, and timely response from the company executives and/or representatives.
The company also needs to work on the pricing norms and the profit margin given to these intermediaries.
The promotional schemes and others measures to gain the attraction of the intermediaries and the customers too should be given importance.
On the basis of the view-points of the Consumers: From the view-point of the customers the company should work
more on the promotions and the awareness of the Minute Maids Product amongst the customers.
RECOMMENDATION
The company should work on the profit margin given to the seller, the credit policy other than promotional schemes.
The company should work more on the advertising of the product.
The company and the stakeholders such as channel members, distributors, retailers, etc. should take care on the discounts given on the company’s products and should come out with different schemes and promotions to attract the customers to buy their products.
THANK YOU