Sumer Report PPT

8/8/2019 Sumer Report PPT

http://slidepdf.com/reader/full/sumer-report-ppt 1/28

PREPARED BY:

SHRADDHA MISHRA

PGDM II

Company Mentor :

Mr. Arvind Upadhyay (Area Manager)



ÓRGANIZATIONµ

Incorporated on 24 August 1910 as the Imperial Tobacco Company of India Limited, the company's name was changed to ¶ITC¶ Limited in 1974.

¶ITC¶

is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75billion.



PCP Stock movement from the various outlets for ITC Vis

a Vis to Competition

Role of Promoters in influencing Consumers during the

purchase.

Visibility solutions at these Outlets.

DS productivity at these Outlets.

Distribution model adopted by competition and ITC in

these Outlets.



´BRANDS UNDER PCP DIVISIONµ

Essenza di wills

Essenza di wills

Fiama di wills Fiama di wills

Fiama di wills Fiama di wills

Vivel Di Wills

Vivel Di Wills

Superia

Superia



Major Areas of North East Kanpur

(as per the map) Were Covered



Sampling Area- Kanpur

Sample Segmentation- Onthe basis of Schedule

Sampling Method- SimpleRandom

Sample size-150

Sample Unit -Shopping outlets



Market Area

Surveyed

No. of outlets Surveyed

y Gumti No. 5 15

y

Arya Nagar 15

y Vikas Nagar 12

y Gwaltoli & Naveen Mar ket 15

y Kalyanpur 10

y P.Road, Sheshamau & Khalasi line 23

y Pandu Nagar & Kakadeo 10

y Chaman Ganj & Bekan Ganj 18

y Lal Bangla 14

y Kidwai Nagar 18

y Govind Nagar 20



ÒT o analyze the PERSONAL CARE PRODUCT movement

within OutletsÓSteps U ndertaken to achieve OBJECTIVE 1 :

Projection of stock movement is based upon:

Stock keeping unit of both ITC and Competition available

within outlets.

Projecting the Average Monthly Stock of the SKUÑs available

within outlets.

Projecting the Average Monthly Sales of the SKUÑs available

within outlets.



ÓBSERVATION & SUGGESTIONSµ

General Analysis: pcp stock movement.pptx

Market Surveyed Suggestions fr om owners mouth of conversation

Arya Nagar,

Gumti No. 5

There is a demand for more SKUÑS in competitive

prices in

case of premium segment soap like ÐFiama Di

WillsÑ to meet

out the demand of different segment of

people.

P.road, Kakadeo,

Naveen Market

etc.

High demand from the customers & the outlet

owners for Detergent category soap & powder

catering to both lower & higher segment.



Steps Undertaken to achieve OBJECTIVE 2:

Study on the Role of Promoters was based upon :

Visiting the premium outlets showing the presence of Promoters.

Analyzing their ÒWay of conducting customersÓ .

Checking the Visibility of products within their VANDOLAÑS.

Undergoing a mouth of conversation with both the promoters of

ITC and its

competitors and check the stock movement.

Collection of photographs to bring the outlets into view

showin the

ÒT o analyze the ROLE OF PROMOTERS within OutletsÓ



Outlets Visited:

Three Major Markets, which shows the existence of promoters of

ITC, they are as follows:

1) Place Kakadeo At Food Bazaar

2) Place Arya Nagar At New Kamal Stores & Tejumal

Stores

3) Place Naveen Market At Kohli Stores

Observing and Assessing :

All the promoters appointed were having an experience of 45

Years .

Properly trained and showed a satisfactory sales enhancement

within their VandolaÑs.

Effective product visibility within their VandolaÑs and proper

maintenance of customer feedback. (Customer feedback book

Beauty Advisors Note book.dotx)

ÓBSERVATION & ANALYSIS µ



ÓBSERVING AND ASSESSINGµ :

Properly entertaining the

customer s with good

communication capabilities ,

obser ved after having a mouth

of conver sation with them.

Maintaining a proper

cooperating and good

relationship with other

company promoter s and the

outlet owner .

Po e in he lth knowle e

P romoter from New

Kamal Stores, Arya

Nagar.



ĆOMPETITIONµ :

HUL , P&G, GARNIER,OLAY, HIMALAYA & BIOTECH

Trained and efficient Promoters .

Out of 150 outlets visited , there was a higher availability of

HULÑs (Ponds and Lakme Brand) & Olay Promoters. (app. 1215 in

Premium Outlets)

Himalaya , Olay and Ponds are the major players in providing

lucrative and eye catchy tools along with their Promoters in

various outlets.

(vandolas and tools.docx)

The stock movement of outlets with competition promoters ,

showed a higher competition in the shampoo and soap division



´POINTS TO NOTEµ :Ô The Display tools observed near the beauty advisors were

better incomparison to our tool .

Ô The sales pickup at these stores for competitorsÑ product

was high, hence

on an average within 45 days most of the orders were collected

from

competitorsÑ VANDOLAS.

Ô Our PROMOTERS at various stores reported for improvement

regarding out of

stock problem from the companies.

Ô Along with that there is also need of more increasing the



ÓBJECTIVE THREEµ

ÒTo analyze the Visibility Solutions available in these outletsÓ

Steps Undertaken to achieve OBJECTIVE 3:

Visibility Solutions were based upon :

Ô Display outlets and the display Tools provided.

Ô Comparing the display charges and display tools vis a vis to

competitors.

Requirement of display in potential outlets.



´TOOLS PROVIDED FOR PRODUCT DISPLAYµ

Window Display

Metal Tablets

Show cards

Product Brochures

Product Holders

Posters

Danglers

Hangers





Higher Potential Markets

. Gumti No.5

ÔArya Nagar

ÔNaveen Market

ÔKidwai Nagar

ÔGovind Nagar

ÔLal Bangla

Focused Brands:

FDW

DOVE

LAKME

PANTENE

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Fiama Dove Lakme Pantene

Average Display Charges (3 Months)

Premium Outlets

Average Outlets

Low Outlets



Average Potential Markets

Ô Vikas Nagar

Ô Gwaltoli

Ô P.RoadÔ Azad Nagar &

Nawabganj

Khalasi Line

FocusedBrands:

FDW

DOVE

LAKME

0

100

200

300

400

500

600

Fiama Dove Lakme Pantene

Average Display Charges (3 Months)

Average Outlets

Low Outlets



Ô Display availability was found better in various

outlets, especially in Arya

Nagar, Kakadeo and Naveen market outlets.

Ô Most of the outlets within Kakadeo, Sheshamau, P.road and

others reported

an Improvement of companyÑs product sales due to display

presentation

and closure results.

Ô An Increased consumer appeal of product displays was also

noted in

various Market area.

Ô Better brand awareness among customers and Outlet ownerswas reported

in various shops due to consistency in display.

Ô Improved efficiency of shelf space allocations especially in

Pandu Nagar outlets.

ÔFaster more accurate replenishments and quicker inventory



ÒTo analyze the DS Productivity at these

outletsÓThe DS Productivity was based upon:

ÔNumber of visits by the salesmen to the designated

outlets.

ÔThe number of outlets covered by the salesmen within

the market area.

The working pattern of the Salesmen within agency.

DS Productivity (Autosaved).xlsx

Total salesmen holding capacity of the agency dealers.



follows: Shree Tirupati Consortium , Shree

Traders, and BR & Sons

There are three WDs points in Kanpur looking the pams division of

ITC. They are as

follows: Shree Tirupati Consortium , Shree

Traders, and BR & SonsProper communication with the owners.

Most of the DS have built a very healthy relationship with the outlet

owners. This could easily be seen by their dealing with each other.

The company DS at points even assisted in teaching consumer

schemes.

The launch of ÒVivel DeoÓ This soap has created a great response on

the first day of its

launch. I would like to consider the role of company DS in the

promotional launch.

The company usually provides a credit period of 7 days, but to

maintain harmonious relationship, this period was even extended. This



K0 - factory to

market.

K1 h factory to

WD.

K2 h factory to

wsp.

K3 h wsp to

WD.

K4 h WD to

market.



H industan unilevers distribution network

is recognized as one of its key strengths.

The product first manufactured is first

bought to ´JIT· Depot from the factory.

Then these products are delivered to the

redistribution stockiest according to the

order placed by them, this is done through

permanent dispatch plan. Then this stock

is send to either retailers or

wholesalers, according to the channel

followed by them. And from thereon it is

dispatched to consumers.



Regarding Objective 1: For Sales Enhancement

First, the company can target the outlets that show a higher

potential for

personal care division of ITC and entitle them as POTENTIALSTORES, there the

company can offer the outlet owners commission of 45% .

Secondly, to ensure, that every new scheme and offer launched

by the company

should be under the knowledge of Retailers or the above saidPotential stores, the

company in such a case can deliver the new offers via instant

messaging system or

through mail.

Thirdly, I would like the company to introduce cash discount

concept,



Regarding Objective 2: To enhance the role of BeautyAdvisors

Ô First I would suggest the company to enhance the

number of beauty

advisors in higher potential markets.

Ô The outlets provided with such beauty advisors should

have some

unique display tools, so as to lure the customers .Regarding Objective 3: To enhance the role of DS

To enhance more productivity out of the DS,

the company apart from providing target incentives can

ensure a

process of doing a systematic market research from these DS

while visiting the

various outlets, so as to understand the flow of stock of

competitors product.



Regarding Objective 4 : To enhance the Display Productivity

The company can offer display to major number of

outlets to compete

with P&G and HUL.

The company can introduce an open competition : Where

the company

can offer prizes or discounts to those outlets that

invent their owndisplay tools, that are eye catchy and wonderful enough

to attract

customers. This in turn would motivate them to sell

companyÑs

product and build relationship with company



Documents

Sumer Report PPT