summer project 2010 - kushal agarwal

8/6/2019 Summer Project 2010 - Kushal Agarwal

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Future Institute Of

Management

Summer Internship Report 2010

Submitted By Kushal U. Agarwal


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Project Mentor: Mr. Saumitra Varma

PROJECT TITLE Identification of top industry outlets

for personal care products in a specific geography andplans to introduce our products to such outlets.

Submitted By Kushal U. Agarwal - Future Institute of

Management


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Table of Contents

Acknowledgement 4

Executive Summary 5

Leadership at ITC 6

ITCs Vision & Mission 6

Corporate Strategy 7

Future Positioning 7

About Products under the Personal Care Category 8

Fiama Di Wills Portfolio 9

Vivel Portfolio 12

Superia Portfolio 13

Current Setup 15

ITCs Distribution Chain 16

Major Competitors 17

Supply Chain Model 18

Availability according to various segments 19

Research Methodology & Methods Of Research 21

Process for the project 21

Top Industry Outlets at Andheri 22

Top Industry Outlets at Dahisar 23

Recommendations 26

Learnings & Future Scope 29

References 30

Questionnaire 31


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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report to ITC Ltd. It

has been an enriching experience for me to undergo my summer internship at

ITC, which would not have been possible without the goodwill and support of thepeople around. As a student of Future Institute of Management, Mumbai, I would

like to express my sincere thanks to all those who helped me during my stint at

ITC.

I would like to express my gratitude to Mr. Saumitra Varma, for

having guided me all through this project. I would like to take this opportunity to

thank Mr. Vikas Sharma and the entire HR team for their constant support and

encouragement.

Last but not the least; I would like to thank the entire ITC team for providing me

an opportunity to work with them. I am highly indebted to Mr. Neerav Mehta, mymentor at Future Institute of Management for the Summer Internship, without

his valuable suggestions this project would have not been possible in its present

shape.


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Executive summary

ORGANIZATION: ITC Ltd.

ABOUT THE COMPANY:

ITC is one of India's foremost private sector companies with a market capitalisation of over US $

22 billion and a turnover of US $ 6 billion.* ITC is rated among the World's Best Big Companies,

Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's

Most Respected Companies by Business World and among India's Most Valuable Companies by

Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study

conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's

50 best performing companies compiled by Business Week.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging,

Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel,

Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an

outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards,

Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of

Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery.

As one of India's most valuable and respected corporations, ITC is widely perceived to be

dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a

commitment beyond the market". In his own words: "ITC believes that its aspiration to create

enduring value for the nation provides the motive force to sustain growing shareholder value.

ITC practices this philosophy by not only driving each of its businesses towards international

competitiveness but by also consciously contributing to enhancing the competitiveness of the

larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers

of growth anchored on its time-tested core competencies: unmatched distribution reach,

superior brand-building capabilities, effective supply chain management and acknowledged

service skills in hoteliering. Over time, the strategic forays into new businesses are expected to

garner a significant share of these emerging high-growth markets in India.

ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the

country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's

'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by

empowering Indian farmers through the power of the Internet. This transformational strategy,

which has already become the subject matter of a case study at Harvard Business School, is


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expected to progressively create for ITC a huge rural distribution infrastructure, significantly

enhancing the Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT

services and solutions to leading global customers. ITC Infotech has carved a niche for itself by

addressing customer challenges through innovative IT solutions.

ITC's production facilities and hotels have won numerous national and international awards for

quality, productivity, safety and environment management systems. ITC was the first company

in India to voluntarily seek a corporate governance rating.

ITC employs over 26,000 people at more than 60 locations across India. The Company

continuously endeavors to enhance its wealth generating capabilities in a globalising

environment to consistently reward more than 3,53,000 shareholders, fulfill the aspirations of

its stakeholders and meet societal expectations. This over-arching vision of the company is

expressively captured in its corporate positioning statement: "Enduring Value. For the nation.

For the Shareholder."

Leadership at ITC

Flowing from the concept and principles ofCorporate Governance adopted by the Company,

leadership within ITC is exercised at three levels. The Board of Directors at the apex, as trustee

of shareholders, carries the responsibility for strategic supervision of the Company. The

strategic management of the Company rests with the Corporate Management Committee

comprising the wholetime Directors and members drawn from senior management. The

executive management of each business division is vested with the Divisional Management

Committee (DMC), headed by the Chief Executive. Each DMC is responsible for and totallyfocused on the management of its assigned business. This three-tiered interlinked leadership

process creates a wholesome balance between the need for focus and executive freedom, and

the need for supervision and control.

ITCs Vision

Sustain ITC's position as one of India's most valuable corporations through world class

performance, creating growing value for the Indian economy and the Companys stakeholders.

ITCs Mission

To enhance the wealth generating capability of the enterprise in a globalising environment,

delivering superior and sustainable stakeholder value.


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Corporate Strategy

Sustain multiple drivers of growth, matching internal capabilities with emerging marketopportunities

Pursue World class competitiveness in all businesses and across the entire value chain Best-in-class in terms of:

Internal Vitality Market Standing Profitability

Strategy of Organisation and Governance processes geared to manage multiplebusinesses

Blend core competencies and leverage ITC umbrella strengths to create new avenues ofgrowth.

Future Positioning of ITCA leading FMCG player in India

F

A

R

M

E

R

S

M

A

R

K

E

T

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BRANDEDFOODS

EXPANDED FMCG DISTRIBUTION CAPABILITY

E-CHOUPAL RURAL TWO-WAYFULFILLMENT CAPABILITY

A BASIS FOR STRATEGIC PARTNERSHIPS WITH OTHER FMCG BRANDOWNERS

VPN PROVIDING SCM, ERP & CRM CAP ABILITY

LIFESTYLERETAILING

SOAPS &SHAMPOOS

MATCHES &AGARBATTI

S

Cigarette Trade Marketing capability


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About Products under the Personal Care Category

In line with ITC's aspiration to be India's premier FMCG company, recognised for its world-class

quality and enduring consumer trust, ITC forayed into the Personal Care business in July 2005.

In the short period since its entry, ITC has already launched an array of brands, each of which

offers a unique and superior value proposition to discerning consumers. Anchored on extensiveconsumer research and product development, ITC's personal care portfolio brings world-class

products with clearly differentiated benefits to quality-seeking consumers.

ITC's Personal Care portfolio under the 'Essenza Di Wills','Fiama Di Wills', 'Vivel Di Wills' 'Vivel

UltraPro', 'Vivel' and 'Superia' brands has received encouraging consumer response and is

being progressively extended nationally.

ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and

benchmarked manufacturing practices. Contemporary technology and the latest manufacturing

processes have combined to produce distinctly superior products which rank high on qualityand consumer appeal.

Extensive insights gained by ITC through its numerous consumer engagements have provided

the platform for its R&D and Product Development teams to develop superior, differentiated

products that meet the consumer's stated and innate needs. The product formulations use

internationally recognised safe ingredients, subjected to the highest standards of safety and

performance.


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Fiama Di Wills Portfolio

In September 2007, ITC launched Fiama Di Wills, a premium range of

personal care products comprising shampoos, conditioner, shower gels

and bathing bar. The Fiama Di Wills range combines the goodness of

nature and science, providing gentle and effective care. The Fiama Di

Wills product portfolio has been developed by scientists at the ITC R&D

Centre, leveraging the expertise of International product formulation

specialists. The fragrances, aesthetics and packaging have been developed in collaboration with

European specialists.

Fiama Di Wills products are targeted at the young, modern, aware customers who are

confident of themselves and seek indulgences that make them feel alive and beautiful. The

range combines exotic naturals like Sage, Watercress, Magnolia blossoms and the best of

contemporary science like Hydro Restorative System and Cuticle Restore Technology to make

the consumer feel beautiful, today, tomorrow.

Fiama Di Wills Shampoos developed in collaboration with Cosmetech Labs Inc., USA, offer a

range of five variants. Each of these is designed to deliver a specific hair benefit to the

consumer :

y Everyday Mild (with extracts of Thyme &Juniper) is a gentle caring shampoo suitable for

regular use.

y Aqua Balance (with extracts of MagnoliaBlossoms & Watercress) is a gentle

moisturizing shampoo ideal for dry, dull hair.y Volume Boost (with extracts of Rosemary &

Sage) is a gentle volumizing shampoo ideal for

thin, limp hair.

y Silky Strong (with oils of Macadamia Nut andBabassu) helps make hair smooth, silky and

strong and is ideal for weak, damaged hair.

y Shine in Style (with extracts of Chamomile and Green Tea) makes hair shiny andmanageable, easy to style and is ideal for dull to normal hair.

Each of these shampoos can be complemented with Fiama Di Wills PolishingDrops conditioner. This gentle conditioner enriched with Avocado Oil and

Burdock extract promises to make hair shiny, soft and smooth. It also gives the

additional benefits of UV protection as it contains Sunflower Seed extract,

which is a natural UV absorber.

The Fiama Di Wills product line also consists of a 3-variant range of transparent shower gels

which are unique as they come with suspended beads:


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Mild Dew (contains soft beads, extracts of peach and avocado) is forsoft, moisturized skin.

Clear Springs (contains jojoba beads, extracts of sea weed andlemongrass) is for clear, healthy, smoother skin.

Exotic Dream (contains glitter beads, extracts of bearberry leaves and

black currant) is for stimulating fre

shness.

The Fiama Di Wills range of bathing bars has been launched under the sub - brand SkinSense.

The first variant to be introduced in this range is Soft Green. This is a gentle caring bathing bar,

that helps enhance retention of skin proteins giving 6 pro care. Protein keeps skin moisturised,

supple, youthful, even toned, radiant and smooth.

Fiama Di Wills recently launched a range of transparent gel bathing bars. A first of its kind, a

transparent liquid gel has been solidified into a bathing bar so that consumers get a superior

bathing experience. The shower gel in a bathing bar format which has been crafted through a

unique and patented freezing technology. Backed by deep consumer insights, this proprietary

gel bathing bar is a result of years of extensive research and development by the scientists at

the ITC R&D Centre.

Uniquely crafted, these Gel Bathing Bars are shaped like dew drops, have a transparent look,

rich creamy lather, and a great long-lasting fragrance. These bathing bars are dermatologically

tested and proven mild and contain the goodness of natural exotic extracts like Peaches,

Avocadoes, Sea Weed and lemongrass. Launched in two variants that offer specific different

skin benefits, are:

Mild Dew - Contains extracts of peach and avocado which

moisturise the skin

Clear Springs - Contains extracts of lemongrass & sea weed

which gives Clear skin

The Fiama Di Wills transparent Gel Bathing Bars are available at an attractive price of Rs. 25 for

110 grams. This differentiated range of bathing bars offers the consumer a delightful bathing

experience.


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Fiama Di Wills has expanded its range of personal care products by

introducing Aqua Pulse shower gel, exclusively for men. The shower gel

contains extracts of exotic naturals like sea minerals and blue lotus. This

blue transparent shower gel refreshes and keeps skin healthy.


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Vivel Portfolio

Between February and June 2008, ITC expanded its personal care portfolio with the

launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and Vivel, a range of

soaps and shampoos, cater to the specific needs of a wide range of consumers.

Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-mid and

mid-market consumer segments. All products offer a unique value proposition of bringing

together ingredients that provide the benefit of Nourishment, Protection and Moisturisation

through one product, hence providing the ever discerning consumer complete care, which

makes her beautiful and confident.

The Vivel Di Wills range of Soaps is available in two variants.

Vivel Di Wills Sheer Radiance is enriched with Olive Oil, to

provide skin lustre to make it radiant. Vivel Di Wills Sheer Crme is enriched with Shea Butter, to

moisturize skin to make it soft and supple.

The Vivel range of soaps is available in five variants:-

Vivel Young Glow is enriched with Vitamin E and Fruit

Infusions which help in providing youthful glow to the skin.

Vivel Satin Soft is enriched with Vitamin E and Aloe Vera

which help the skin feel beautifully soft.

Vivel Sandal Sparkle is enriched with Sandalwood Oil and

Active Clay which helps in providing clear skin.

Vivel Ayurveda Essence is enriched with multiple Ayurvedic

Ingredients which help protect skin from germs and harsh

environment, keeping it healthy and beautiful.

Vivel Silk Spring is enriched with Green Apple extracts and

Olive oil which help in making skin smooth.

The Vivel range of shampoos is available in three variants:-

y Vivel Shine & Glow is suitable for dull to normal hairand is enriched with Green Tea Extract and

Conditioners. It adds shine to hair.


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y Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners andSoya Protein. It makes hair soft and fragrant.

y Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil andConditioners. It adds volume and bounce to hair.

The product portfolio was further enhanced with the launch ofUltrapro anti-dandruffshampoo under the umbrella brand Vivel in December 2008. Ultrapro promises to fight

dandruff twice as effectively while also providing care for hair through the plus plus benefits of

Nourishment and Moisturisation.

Superia Portfolio

The Superia range of soaps and shampoos have been launched to cater to the large popular

market in the personal care category. The products under the Superia brand are made from

scientifically developed formulations enriched with natural ingredients that have traditionally

been known to be good for the skin and hair.

The range offers consumers access to some of the best-in-class products in vibrant attractive

packaging.

Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia Soaps are

available in four variants :

1. Fragrant Flower: with the fragrance of Rose & Lavender Oil

2. Soft Sandal: with the fragrance of Sandal & Almond Oil

3. Natural Glow: with Neem & Coconut Oils

4. Healthy Glow: with Orange Oil


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Superia shampoos with triple conditioners and natural ingredients bring a

natural shine to hair. Superia shampoos are available in two variants:

1. Shiny Black with Triple Conditioners and the natural goodness ofHibiscus & Brahmi extracts.

2. Vibrant Green with Triple Conditioners and the natural goodness ofAmla & Arnica extracts.

Another addition to the Superia shampoo portfolio, Superia Maxi Protect

Active Health shampoo contains Dandruff Fighter along with Vitamins & Soya

Protein. It fights multiple types of dandruff causing germs and leaves hair &

scalp feeling clean & healthy.


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Current Setup

To understand and improve the distribution strategy, one would concern himself

with understanding:

1) Products: The total number of SKUs and Product types lead to complexity in SupplyChain.

2) Demand pattern: (across all SKUs) would be the key factor in warehouse location.Typically service level should be high for major volumes, which is possible by good stock

cover at distributor points) would be deciding the total secondary costs.

3) Production: Channel matrix would be required for setting up of Primary costs. Otherfeatures like Manufacturing lead time, frequency manufacturing, supply variability and

capacity constraints would decide the cost, service levels and agility of the supply chain.

4) Logistics & Externalities: Logistics would include the primary costs, secondary costs andwarehouse costs. The externalities would be the tax structure (CST and LST along with

advent of VAT and possibility of reduction in CST) warehouse. The demand centers

(wholesale)


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ITCs DISTRIBUTION CHAINThe distribution chain of ITC for the conventional trade channel comprises of the following

structure of from the factory, where the product is manufactured, to the retail outlets.


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Major Competitors

1) Godrej No. 12) Jo3) Dyna4) Santoor5) Chic6) Nyle7) Lux8) Dove9) Sunsilk10)Pantene11)Garnier Fructis


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Supply Chain Model


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Availability according to the various segments

0

20

40

60

80

100

Lower Income

Superia

Godrej No.1

Jo

Dyna

Santoor

Chic

Nyle


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86

88

90

92

94

96

Middle Income

Vivel

Lux

0

20

4060

80

100

Higher Income

Dove

Fiama

Sunsilk

Pantene

Fructis


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Research Methodology

A. Study the existing availability of our products and competitors products at theoutlets.

B. Problem Identification.C. Recommend Action Plan to implement and increase the sales.

Methods of research

Direct Perosnal Interview asking questions related to the project to the retailers about the

availability of the products, discounts offered by the competitors and schemes run by them in

all the various segments.

Process Carried out by me for the project

1) First ten days I was at Andheris W.D. (A.F.M Traders) and carried out the research forfinding out the availability of our products and found that our products were available at

most of the outlets.

2) After that I was at Dahisars W.D. (Rajchandra Agencies) and carried out the sameresearch of finding out the availability of our products and found that though our

products were available at most of the outlets but still there were some outlets who did

not have our products wanted higher trade margins or even better discounts as

compared to what our competitors gave or had issues relating to the delivery men.3) After completing the areas I started keeping a track of the returned bills on a daily basis

and found that on an average the delivery men do not make deliveries of 17 bills out of

approximately 130 bills made on a daily basis.

4) The stocks were verified personally by me and found that the complete range of SKUswere not there at the WDs warehouse.


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Top Industry outlets identified on the basis of the stocks

held by them atAndheri

Area / Route Soap Shampoo

Takshila Mahalakshmi General Store Mahalakshmi General StoreYasmine Store Yasmine Store

First Choice Super Market First Choice Super Market

Saba Supari Store Saba Supari Store

Shraddha Medical Store Shraddha Medical Store

Bhagwati Medical & General

Store

Bhagwati Medical & General Store

Irla Shiv Kripa M & G Store Shiv Kripa M & G Store

Diamond Medical Diamond Medical

Shree Ganesh Store Shree Ganesh Store

Jai Jagdamba Jai JagdambaAmar Medical Amar Medical

Deep General Store Deep General Store

Charla General Store Charla General Store

Fair Deal Chemist Fair Deal Chemist

Behrambaug Salman Medical Salman Medical

Alfa Stores Alfa Stores

Raza Soap Center Raza Soap Center

Sagar Oil & Soap Sagar Oil & Soap

Adarsh General Store Adarsh General Store

Shree Ganesh Tobacco Shree Ganesh TobaccoPumphouse Maharashtra Store Maharashtra Store

Shree Ram General Store Shree Ram General Store

Chakala Uday Medical Uday Medical

D.T. Shah Medical D.T. Shah Medical

Dinesh General Store Dinesh General Store

Lakshmi General Store Lakshmi General Store

Bhagwati Store Bhagwati Store

Shah Roopshi Shah Roopshi

Mahavir Medical Mahavir Medical

Millat Nagar Welcome Super Market Welcome Super MarketSonu Super Market Sonu Super Market

Variety M & G Store Variety M & G Store

Lucky Super Market Lucky Super Market

Baman Wada Lobo Provision Lobo Provision

Honesty General Store Honesty General Store

Shah Lakhanshi Tesh Shah Lakhanshi Tesh


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C.V. Gupta C.V. Gupta

Balaji Super Market Balaji Super Market

Marol Maroshi Shree Kalika Pharma Shree Kalika Pharma

Shahana M & G Store Shahana M & G Store

Ambika Store Ambika Store

Top Industry outlets identified on the basis of the stocks

held by them at Daihsar

Area Soap Shampoo

Ganesh Santosh Nagar Chamunda Store Society Store

Swaminarayan Store Paras General Store

Vasant Store Suvidha M&G Store

Sai Dham General Store Jai Bhawani Kirana

Pankaj Store Royal Soap

Royal Soap

Patel Super Market

Hariya Store

S.T. Road Shree Kishna Dhanya Bhandar Shree Kishna Dhanya Bhandar

Raj Oil & Soap Raj Oil & Soap

Siddhivinayak General Stores Siddhivinayak General Stores

Valabhdas Popatlal Valabhdas PopatlalSatyam Stores

Mahavir Store

Hari Om Society

Momaima Super Market Momaima Super Market

Kaju Pada II Shree Shiv M&G Store Shree Shiv M&G Store

Pal Dairy Pal Dairy

Suyash Traders Suyash Traders

Lakshmi Store Lakshmi Store

Shree Chamunda Shree Chamunda

Paveshwar Medical Paveshwar Medical

Anand Medical Anand Medical

Sainath General Store Sainath General Store

Yogi Nagar Navjeevan Medical Navjeevan Medical

Vallabh Nagar Co.op Stores Vallabh Nagar Co.op Stores

Ashapura Medical & General

Stores

Ashapura Medical & General Stores


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Hariya Chemist Hariya Chemist

Shakti Store Shakti Store

Anand Nagar I Vira Medical Vira Medical

Shree Shiv Shree Shiv

Dedhia General Store Dedhia General Store

Diamond Medical Diamond MedicalAadishwar Medical Aadishwar Medical

Mahajan Oil Depot Mahajan Oil Depot

Shree Ganesh M&G Store Shree Ganesh M&G Store

Krishna Medical Krishna Medical

Shiv General Store Shiv General Store

S.V.P. Road Shiv General Store Shiv General Store

Vasant General Store Vasant General Store

Shah Mulchand

Momaya Store

I C Colony Holy Chemist Holy ChemistHari Om Medical Hari Om Medical

Ketkipada Brijesh Medical Brijesh Medical

Nirankar Medical Nirankar Medical

Daulatnagar Jai Veera General Store Jai Veera General Store

Gaytri Medical Gaytri Medical

Prashant Medical Prashant Medical

Daulat Nagar Consumer Society Daulat Nagar Consumer Society

Mahadev Medical Mahadev Medical

Vipul General Store Vipul General Store

Shiv Medical Shiv MedicalMahavir Medical Mahavir Medical

S.B. Kirana S.B. Kirana

Anand Nagar Pathak Pan Beedi

Gogari Anna Bhandar Gogari Anna Bhandar

Ramkrishna Medical Ramkrishna Medical

Paresh General Store

Shiv Shakti Shiv Shakti

Ashokvan Sona Chemist Sona Chemist

Gala General Store

Krishna General Store Krishna General StoreShree Gurukripa

Milan Medical Milan Medical

Adarsh General Store Adarsh General Store

Shivaji Nagar Dhanlakshmi Stores Dhanlakshmi Stores

Prakash Stores Prakash Stores

Jagdamba General Store Jagdamba General Store


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Bhagwati Medical Bhagwati Medical

Praful General Store Darshan Medical

R.K. Store

Rawalpada Kailash M&G Store Kailash M&G Store

Rajvadi General Store

Janta MarketPiyush M&G Store Piyush M&G Store

Uttam Soap Center Uttam Soap Center

Purjabi Store

Ramdev Medical Ramdev Medical

Lakshmi Narayan General Store Lakshmi Narayan General Store


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Recommendations

On the basis of the findings, observations and analysis, the recommendations are given:

1) The Scheme for Superia (3+1) which has been discontinued should be brought back inthe market as all the competitors are providing the same scheme and because the

competitors are providing the scheme we will lose out on the market.

2) For Vivel and Vivel Di Wills the company should do more of marketing as there is lessdemand for the product however for Vivel Deo Spirit there is a good demand but there

is a problem of stock out so that should be taken care of.

3) For Fiama Di Wills the company should increase the number of advertisements as thedemand for the product is still less as compared to other soaps and shampoos in the

same category.

4) For Fiama Di Wills the marketing strategy followed by the company needsimprovement because its competitor is showing that it has 1/3rd moisturizing creambut in our product consumers do not find anything.

5) Instead of just providing schemes only to consumers we should also provide schemesfor the retailers as they are unhappy with the schemes provided by us and so they

hesitate in keeping our products.

6) Discount is an issue which is being faced at most of the outlets as our competitors areproviding better discounts to the retailers so the retailers prefer to keep their products.

7) Credit is also another issue being faced at the outlets as there is no credit provided tothe retailers but the competitor is offering a credit of upto 30 days.

8)

There is a problem of delivery men, who are not making proper delivery and their toneis also very harsh towards the retailers because of which the retailers are very unhappy.

9) On a daily basis the delivery men on an average do not go to 17 outlets and give excusessuch as No Order, No Cash or Closed. This is not acceptable because out of

approximately 130 bills made in a day on an average 17 bills are returned which comes

upto 13% as return bills which means we lose that much of business.

10)The stocks were personally checked by me and I found that there is a problem of stockout as we did not have the complete range our all our SKUs so that should be taken

care of.

11)There is no enthusiasm amongst the salesmen (DS) to sell the products, they are justinterested in going to the shops and taking the orders, if they do not get the order they

do not force the retailers to keep our products.

12)Many retailers have problems with our WD, because of which also they do not keep ourproducts so they should be approached by some of the responsible representatives of

the company and a solution to the problem should be worked.


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13)Retailers are ready to keep our products but they expect us to offer them betterdiscounts, and if that is done it will help us to make our products more available as

compared to our competitors.

14)To increase sales and give motivation to the DS we should provide them with betterincentives so that they feel the urge to earn more and they sell more.

15)Proper training should be provided to the DS so that they have the skills how to sellour products to the retailers as our DS do not have good selling skills.

16)Proper Route planning should be done so that the number of return bills can bereduced.

17)Delivery men should be given training on how to interact with the retailers and theimportance of them making proper delivery should be explained to them.


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Learnings

1) I learnt Selling and Negotation Skills by interacting with the retailers.2) I have also learnt how to identify the particular product(s) in between several products

available at a particular outlet.3) I learnt the practices followed by various companies to attract consumers and increase the

sales for the company.

4) Its not only consumers who need to be happy to make sales but also the retailersand the whole supply chain otherwise its difficult to survive.

5) To make sales and succeed we need to offer better discounts and also good serviceto the consumers otherwise we will lose out on our market share.

Future Scope

This project figured out a means to find the key problems faced by the companyfor not being able to sell its products as compared to our competitors.

The above mentioned recommendations can be used by the company to increase

the availability and sales for Superia, Vivel, Vivel Di Wills, Fiama Di Wills and

the various other products in the personal care category.

With the help of proper route planning the chances of the delivery not being made

can be reduced.


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References

www.itcportal.com Global Standards: Building Blocks for the FutureCAMP, Robert C. (1989). Benchmarking- The search for Industry Best Practices that lead to Superior

Performance. ASQC Quality Press.

www.wikipedia.com


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Questionnaire

1) Which products do you have in the soap category?Superia

Godrej No. 1Vivel

Lux

Dove

Fiama Di Wills

2) Which products do you have in the Shampoo category?Superia

Chik

Nyle

Vivel

Sunsilk

Pantene

Fiama Di Wills

Garnier Fructis

3) What is the discount which our competitors are offering?4) What problems do you face from our side in terms of delivery, order taking or any

other terms?

5) Why dont you keep our products( for retailers who do not keep out products)?6) Is the delivery being made on time?

summer project 2010 - kushal agarwal

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