Godfrey Phillips

8/8/2019 Godfrey Phillips

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PRESENTED TO: PROF. VIJAY CHOPRA


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AMAL PARKAR 05

GAURAV VASHISHTH 47

HARDIK DEDHIA 51

JOHN FERNANDES 71

KHUSHBOO TRIVEDI 78


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The Indian FMCG sector is the fourth largest sector in the

economy with a total market size of US$20 billion as of

2009

By 2015, the sector is predicted to scale up to US$33.4

billion

The sector generates 5% of total factory employment in the

country and is creating employment for three million

people, especially in small towns and Rural India


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INDIAS FMCG MARKET SIZE (IN USD

BILLION)

Source: Naukri Hub, IBEF, Chennai Online


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The tobacco market consists of the retail sale of cigarettes, loose tobacco,

chewing tobacco, also cigars and cigarillos

The Indian tobacco market grew by 6.2% in 2009 to reach a value of

$10,361.9 million

Chewing tobacco is the largest segment of the tobacco market in India,

accounting for 64.3% of the market's total value

The cigarettes segment accounts for a further 35.2% of the market

In 2014, the Indian tobacco market - $13,195 million


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INDIAN TOBACCO MARKET SEGMENTATION :%

SHARE, BY VALUE, 2009

Category % Share

Chewing tobacco 64.3

Cigarettes 35.2

Loose tobacco 0.4

Cigars and Cigarillos 0.1

Total 100

Source: Datamonitor


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Second largest cigarette maker in India

Turnover

Revolutionary brand like Stellar 1st slim cigarette and I-gen

- 1st euro norm cigarette in India

More than 500 distributors and 800,000 retail outlets

Environment-friendly manufacturing

Own - Four Square, Red and White, Jaisalmer, Cavanders

and Tipper

Brands: Marlboro and Four Square

Mumbai 700 crores

India 3200 crores


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MARLBORO

Largest selling brand of cigarettes in the world

Owned By : Philip Morris

Manufactured By: Godfrey Phillips

Marlboro in India on November 07, 2003 at a relatively affordable price Rs.75 for a pack of 20 sticks

Marlboro New Launch

Marlboro CompactIts contain two sticks in a box

One is small and other is big


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FOUR SQUARE

Godfrey Phillips - 1936

Growing at 22%

Western and Northern States

Rs.2 per Stick


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NATIONAL SALES

HEAD

REGIONAL SALES

MANAGER (5)

STATE HEAD /

SALES MANAGER

AREA SALESMANAGER (2/3)

MUMBAI (3)

ASSISTANT

MANAGERS

Mumbai Separate

State

Mumbai 400

Sales

Representatives

1000 Dealers


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FACTORY

Andheri (Chakala)

CNF

DISTRIBUTORS (25)

S LES RET IL W OLES LE DE LERS

RET ILERS

E D CO SU ER


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RAW MATERIAL

(Tobacco)SOUTH GUNTUR

LANDS TO THE

FACTORY PROCESSING

FINAL PRODUCT

CIGARETTE


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CARTON

CFC BOX

ONE PACK 10 CIGARETTES

SLIMMER PACK

20 PACKS IN ONE CARTON

TOTAL 200 STICKS

ONE PACK 20CIGARETTES

10 PACKS IN ACARTON

TOTAL - 200 STICKS


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MARGINS

Fastest Moving FMCG Product

Company Distributor (0.8% - 1%)

Dealer and Salesman - (1%)

Retailer - 15%

Pure Cash Business


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TRANSPORTATION

One Sales Representative 70 Outlets Everyday

Also every alternate day 30% Sales

Representatives

Sometimes 3 wheelers


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ROUTE CALL PLAN

OUTLETS

SUPER HIGH CLASS

(3000 & ABOVE

TOBBACO, TERTIARY

SALES)

HIGH CLASS

(2000 3000)

MEDIUM CLASS

LOW CLASS

VERY LOW CLASS

ONE DISTRIBUTOR - 2000 to 2500 Retail Outlets


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ROUTE CALL PLAN

70 OUTLETS

SUPER HIGH

CLASS HIGH CLASSMEDIUM CLASS

Mumbai is divided into 360 routes

360 routes covered by 360 sales representatives

80% of the business comes from 20% of the above two outlets

MAJOR BUSINESS


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ROUTE MAPAREA NO. OF

OUTLETS

CATEGORY CLASS

PAN

SHP

GENERAL

STORE

LOW VERY

LOW

MEDIUM HIGH SUPER

HIGH

NARAYAN

NAGAR

15 13 2 2 8 5 - -

AZAD NGR 13 10 3 6 3 3 - 1

CHIRAG

NAGAR

4 3 1 - - 2 2 -

PARSIWADI 8 4 4 6 2 - - -

NR.

TRIMURTIBAR

3 3 - 3 - - - -

OPP. HOME

GAURD

1 1 - 1 - - - -

SAGAR

HOTEL

1 1 - - 1 - - -

NSS ROAD 22 15 7 2 13 6 1 -

OPP. AHMEDI

MASJID

4 4 - - 4 - - -

JMM ROAD 15 15 - 1 2 2 - -

GURUDEV

ROAD

2 2 - - 1 - 1 -

KHARANI RD 19 19 - 5 4 10 - -


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LEARNINGS

Entire functioning and distribution of Godfrey

Phillips

Wide Distribution Network across India

Penetration - Smooth Flow of Products

Sales Representatives well Trained

Transportation Company


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Inclusion of Technology eg: Blackberry

Awareness of the new product Sample distribution, glow shinehoardings

Availability in remote areas Maintain their distribution

Distribute to various stalls

Duplicates of Marlboro available

5s Pack Convenient and stylish pack format for the youngadult of today

SUGGESTIONS


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MR. REHMAT K. SAYYED

AREA SALES MANAGER

REFERENCE


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Documents

Godfrey Phillips