final cavinkare project done
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‘To track availability and visibility of the product in the outlet’
PROJECT REPORT
ON
“TO UNDERSTAND BRAND EQUITY OF INDIAN PASSENGER CAR BRANDS AT CONSUMER LEVEL”
IN PARTIAL FULFILLMENT OFMASTERS IN MANAGEMENT STUDIES
SUBMITTED BY
SANKET SHETE
ROLL NO. 149
SPECIALIZATION: MARKETING
GUIDED BYPROF. VIVEKANAND PAWAR
PILLAI’S INSTITUTE OF MANAGEMENTSTUDIES AND RESEARCH, PANVEL
UNIVERSITY OF MUMBAI2009-2011
‘To track availability and visibility of the product in the outlet’
Sr.No Content Page No.
‘To track availability and visibility of the product in the outlet’
1 1.0 Chapter 1
1.1 Introduction
1.2 Objective of the study
1.3 Need of the project
1.4 Scope of the Project
1.5 Research Methodology
1.6 Limitations of the Project
2 2.0 Chapter 2
2.1 Company Profile
2.2 Organization Chart
2.3 Benefits given by company
3 3.0 Chapter 3
3.1 Theoretical Background.
3.2 Data Analysis & Interpretations
3.2.1 Level 1 – Reaction
3.2.2 Level 2 – Learning
3.2.3 Level 3 – Behavior
3.2.4 Level 4 -- Result
4 4.0 Chapter 4
4.1 Conclusion
4.2 References
5 5.0 Annexure
5.1 Reaction test Questionnaire
5.2 Behavior Test Questionnaire
‘To track availability and visibility of the product in the outlet’
Acknowledgement
I am very grateful and express my sincere thanks to my Project Guide
Prof. Vivekanand Pawar for his constant encouragement and support throughout
training duration, especially for the useful suggestions given during the course of the
project period.
I am also thankful to Mr. Harship Vora for giving me opportunity to work with
ISPAT Industries. & all the staff members of our PIMSR for their help in completing this
project a successful one.
I am expressing my special thanks to my friends for helping me during whole
training period.
Finally, I take this opportunity to extend my deep appreciation to my family and
friends, for all that they support to me during the crucial times of the completion of
project.
MR. SANKET BHAGWAN SHETE
Declaration
‘To track availability and visibility of the product in the outlet’
I am very well aware of the ethics and guidelines one has to follow while working on a
project in a disciplined manner.
Being aware of a project regarding its Factuality and Authenticity, I have tried my best to
perform my task.
All the information mentioned here throughout the project is true to the best of my
knowledge. And I declare it as true and the collection made through my own personal
observation and experience.
The theoretical part is gathered from various Human Resource reference books whose
quotations have been mentioned in bibliography.
MR.SANKET BHAGWAN SHETE
‘To track availability and visibility of the product in the outlet’
Chapter I
‘To track availability and visibility of the product in the outlet’
EXECUTIVE SUMMARY
The project mainly focuses on as we tract all the outlet as sales team been covered, also
we tract availability and visibility of our product in the outlet, with our competitors
products which have been visited by sales team.
The Channel sales management in the FMCG industry.
The channel sales management is an important part of the FMCG industry.
As the life of the FMCG products are very less it is very important to deliver the product
within the time.
First part of the project contains the introduction about the Fast moving consumer goods,
overview of FMCG industry and information about the CAVINKARE where I have done
my project.
Second part of the project contains the observation part where my role is involved.
Observation part contains appointment of tract availability and visibility of our product in
the outlet, with our competitors products which have been visited by sales team.
promotional activities and retail penetration.
The last part of the project contains the recommendation for the company, limitation of
the project and finally the overall conclusion of the project.
‘To track availability and visibility of the product in the outlet’
INDUSTRIAL BACKGROUND
India is an important market for FMCG players. The Indian FMCG sector is the fourth
largest sector in the economy with a total market size of around US$ 13.1 bn. During
1950's to 1980's, there was low investment in the sector as the purchasing power was
low. Also, the government had put a lot of emphasis on the development of the small-
scale sector. The existing companies like HLL were purely focused on the urban areas.
However, post liberalization the scenario changed marking the entry of the MNCs into
the country. Also, the focus shifted from the urban to the rural areas. In this article, we
shall take a look at the importance of India for FMCG players.
Large base: With a population of 1 billion people, India is a big market for FMCG
companies. Around 70% of the total households in India reside in the rural areas. The
total number of rural households is expected to rise from 135 m in 2002 to 153 m in
2010, which represents the largest potential market in the world.
Rural and urban potential
Urba
n
Rural
Population 2001-02 (m household) 53 135
Population 2009-10 (m household) 69 153
% Distribution (2001-02) 28 72
Market (Towns/Villages) 3,768 627,000
Source: Statistical Outline of India (2001-02), NCAER
‘To track availability and visibility of the product in the outlet’
India - a large consumer goods spender: An average Indian spends around 40% of his
income on groceries and 8% on personal care products. A larger part of the total
spending pie along with a large base (in terms of population) makes India one of the
largest FMCG markets.
Changing lifestyles: Rising per capita income, increased literacy and rapid urbanisation
have caused rapid growth and change in demand patterns. The rising aspiration levels,
increase in spending power has led to a change in the consumption pattern. Apart from
the demand for basic goods, convenience and luxury goods are growing at a fast pace
too. The urban population between the ages of 15 to 34 years is expected to increase
from 107 m in 2001 to 138 m in 2011, an increase of 30%. This would unleash a latent
demand with more money and a new mindset. With growing incomes at both the rural
and the urban level, the market potential is expected to expand further.
Low penetration and low per capita consumption: Due to the large size of the
market, penetration level in most product categories like jams, toothpaste, skin care, hair
wash etc. in India is low. This is more visible when comparison is done between the rural
and the urban areas. The average consumption by rural households is much lower than
their urban counterparts. Existence of unsaturated markets provides an excellent
opportunity for the industry players in the form of a vastly untapped market as the
income rises.
‘To track availability and visibility of the product in the outlet’
Penetration %
Category All India % Urban % Rural %
Deodorants 2.1 5.5 0.6
Toothpaste 48.6 74.9 37.6
Skin Cream 22 31.5 17.8
Shampoo 38 52.1 31.9
Utensil Cleaner 28 59.9 14.6
Instant Coffee 6.6 15.5 2.8
Washing Powder 86.1 90.7 84.1
Detergent Bar 88.6 91.4 87.4
Toilet Soap 91.5 97.4 88.9
Apart from low penetration, even the per capita consumption in most of the FMCG
categories (including the high penetration categories) in India is low as compared to both
the developed markets and other emerging economies. A rise in per capita consumption,
with improvement in incomes and affordability and rising urbanization is further expected
to boost FMCG demand. Also, as the income rises, the shift from unbranded to branded
products is expected to be more evident.
‘To track availability and visibility of the product in the outlet’
Outsourcing hub: India has a vast resource of raw materials across different products.
Apart from the advantage in terms of ample raw material availability, existence of low-
cost labour force also works in favour of India. Easy raw material availability and low
labour costs have resulted in a lower cost of production. As a result India has become a
base for many MNCs like HLL and P&G as an outsourcing hub.
Retailing-the new growth area: Modern trade accounts for 9% of FMCG sales in
metros. Overall they account for approximately 4% of FMCG sales today. With nearly
220 malls expected to come up in the next four to five years in the country, the demand
for products is expected to be higher.
Looking ahead...
The FMCG sector is characterised by a well-established distribution network, intense
competition between the organised and unorganised segments and low operational cost.
As per the BRIC report, India's per capita disposable income currently stands at US$
556 per annum, which will rise to US$ 1,150 by 2015. With the rise in the share of the
middle class, the FMCG market is all set to treble from US$ 11.6 bn in 2003 to US$ 33.4
bn in 2015. However, poor infrastructure, the affordability of a product or a service to a
rural consumer with low disposable income, intense competition would be the key
challenges. Nevertheless, with the rapidly growing economy, rising disposable income,
changing consumer expenditure pattern and increasing number of middle class families,
the FMGC market is set to take a big leap in the coming years.
‘To track availability and visibility of the product in the outlet’
Objectives
To track all the outlet as sales team been covered, tract availability and visibility
of our product in the outlet, with our competitors products
To Identify the Covered-Non covered Medical shops and to bring them under
Stockiest Route list in Mumbai zone.
To Identify the wholesalers and to bring them under Stockiest Route list in
Mumbai zone.
‘To track availability and visibility of the product in the outlet’
Need of the project
In market so many companies are present who manufactures such products. Due to
availability of large number of competitors and also company wants better Coverage for
their Products,
There is a need to study:
1) The cover-Non covered all medical & retail shops and to bring them under Route
list.
2) The all wholesaler and to make them the sub stockiest for better coverage of
personal Care Products.
3) To tackle the situations like stock-out.
4) To be a growth engine.
5) It will also help us to identify the area of improvement in brand.
‘To track availability and visibility of the product in the outlet’
Scope of the Project
1. This project has given me the understanding to some extent of the market this will
help me to develop my skill much better and then a support to stand in market
more firmly to face it.
2. This project is having importance in the improvement of personal Care Products.
3. Project gives the detailed information about all the Retail & Medical Stores in
Thane zone.
4. This report gives information about cover - Non Covered Retail & Medical Shops
so in future these Medical shops can be covered for business development.
5. This report gives the information about almost all the wholesalers so if there is a
need in future to make more sub stockiest so by this project we can get the
information easily.
6. This project is very helpful for Business development and further extension of the
company.
‘To track availability and visibility of the product in the outlet’
Research Methodology
WHAT WE DO AS MARKET RESEARCHER?
As we tract all the outlet as sales team been covered, also we tract availability and
visibility of our product in the outlet, with our competitors products which have been
visited by sales team.
For example, Route consist of 40 outlet- we tract all 40 outlets to see whether sales
team been serviced entire routes, and also have availability and visibility of our product
with competitors products. After that we comply the data send to company.
For Cover-Non Covered Retail & Medical Stores:
Knowing the market :
As a summer trainee I am not familiar with market for personal care in Mumbai
zone. Therefore hole two month I have to go with sales man to acquire a
complete knowledge about retail& medical stores’ market. This is very helpful to
analyze entire mumbai zone for further research.
Mumbai all retail, medical & distributor route list:
After analyzing the market there is a need to know detailed information about
retailer &medical shops in Mumbai zone. route list of medical stores in Mumbai
is collected from Mr. Hership Vora (Mumbai zonal manager).
Mapping:
Retail & medical list shows the total no. of shops in Mumbai zone. And DRCP
route list shows total no. of retail &medical shops where our all personal care
products are available. Therefore it very easy to identify the non covered retail &
medical shops by mapping.
‘To track availability and visibility of the product in the outlet’
Approach of sales man:
Particular sales men are allotted for each area covered retail & medical shops
and sell the product and getting order form
MARKETING: - With that data it helps to Marketing Dept. Which products or
brands have less or more market share? Even it helps to change strategy 5P’s
product, place price, promotion, packaging.
ADVERTISING, PROMOTIONAL ACTIVITY : - It helps which products or brands
less RPS (Retails Performance Standard) or market share. They focus on that
particular product or brands have more advertising to aware to the end
customers, and also promotional activity like display the products in the outlet,
scratch coupons, free sampling of the product, etc.
SALES : - It helps to the sales dept. about the coverage of RS (Re-distribution
Stockiest), Services by sales person, and also selling concept.
‘To track availability and visibility of the product in the outlet’
Limitations
1. The research was conducted in the region of mumbai Zone in 2010. Thus the
interpretations of the study cannot be generalized.
2. Mostly respondent are retail wholesalers.
3. This Research can be done in other Area.
4. This research is restricted only for personal care products
5. The response that I have taken from the retailers can be wrong
‘To track availability and visibility of the product in the outlet’
Chapter II
‘To track availability and visibility of the product in the outlet’
Company Profile
Cavinkare Company
Type Privately held
Industry Consumer goods
Founded 1983
Headquarters Chennai area, India
Key person C.K. Ranganathan
Status Operating
Employees 1000
website http://www.cavinkare.com
Revenue
Operating income
2000 crore
400 crore
Net income 250 crore
Total Assets 800 crore
‘To track availability and visibility of the product in the outlet’
Success is a journey not a destination. CavinKare began with a young mind choosing
the road less taken. In 1983 with a single product, CavinKare started out as a small
partnership firm. The Company that began its journey as Chik India Ltd was renamed as
CavinKare Pvt. Ltd (CKPL) in 1998. With innovative Entrepreneur C.K. Ranganathan at
the helm, CavinKare emerged into a successful business enterprise.
Smart marketing and clear product positioning not only ensured CavinKare's growth but
also helped the company broaden its product portfolio extensively. The company now
markets ten major brands. Over the years, CavinKare has achieved a competitive edge
with sound understanding of mass marketing dynamics. The company offers quality
Personal care (hair care, skin care, home care) and Food products borne out of a keen
understanding of consumer needs and keeping up company's the values of innovation
and customer satisfaction.
Today, CavinKare, having established a firm foothold in the national market, is
increasing its popularity in the international arena. A dedicated Research & Development
centre, equipped with latest equipment and technologies, constantly supports the
various divisions in their endeavour. The Company, which primarily relied on contract
manufacturing for many years has now set up its own world class plant at Haridwar to
cater to the demand of both domestic and international market.
CavinKare Group has crossed a turnover of 8819 million INR in 2009-2010. The
Company has employee strength of 576, an all India network of 1300 Stockists catering
to about 25 lakh outlets nationally. CavinKare's astute professionalism, innovative
products and consistent quality are results of its significant corporate practice.
" To succeed we believe that we need total commitment and highest standard of ethical
and corporate behaviour in order to provide the best for our consumers, stakeholders
and employees".
‘To track availability and visibility of the product in the outlet’
MAJOR PLAYER
Organizational Chart
‘To track availability and visibility of the product in the outlet’
C. Ranganathan, Chairman and Managing Director
Muthu Elango, Vice President Finance
Vineet Trakroo, Vice President Marketing
Amarjit Mishra, General Manager Marketing
Ramesh Vishwanathan, Executive Director
Rosa Rency Binu, Brand Manager
Krithika Rangan, Media Manager
Megha Agarwal, Product Manager - Maa Fruit Drinks
Milan Wahi, Vice President Sales- Personal Care and Foods Division
‘To track availability and visibility of the product in the outlet’
‘To track availability and visibility of the product in the outlet’
PRODUCT
PERSONAL CARE PRODUCT
HAIR PRODUCT
CHIK CHAMPOO:
CHIK SATIN SHAMPOO :
‘To track availability and visibility of the product in the outlet’
NYLE HARBAL SHAMPOO :
MEERA BADAM SHAMPOO :
INDICA HAIR COLORANT:
SKIN CARE PRODUCT
‘To track availability and visibility of the product in the outlet’
FAIRVER CREAM :
FAIRVER FRUIT:
SPINZ TALCUM POWDER :
‘To track availability and visibility of the product in the outlet’
SPINZ PERFUMED DEO :
HI – 5 DEO:
HOME CARE PRODUCT
‘To track availability and visibility of the product in the outlet’
TEX :
TOPP –MOPP:
III) Benefits given by company
1) To Trainee :
‘To track availability and visibility of the product in the outlet’
a) Induction Programme: Company has arranged induction Programme for me in
starting period.
b) Exposer to market : Company has given me opportunity to make applicable my
theoretical knowledge into Practical by giving me exposure to the market.
c) Reimbursement : Company has given me Reimbursement during training.
2) To Customer :
a) Corporate social Responsibility (CSR):
b) Programme : company has taking care of customer by introducing some
Programmes in this month one of the special Programme was Scholarship
Programme in which the company was giving the scholarship of Rs. 20000.
c) Sponsoring :
d) Awareness to the customer: Imparting appropriate knowledge of the Product to
the Customer by giving advertisement.
‘To track availability and visibility of the product in the outlet’
Chapter -III
Theoretical Background.
‘To track availability and visibility of the product in the outlet’
There are some theories related to business development given by some authors which
has been applied in this project for business development of the company are listed
below.
1) An Information Systems Design Theory for Business Development
(ISDT by Carlos Betancourt):
According to this theory Information has become one of the most important assets
for companies nowadays. Information management system uses organizational
information as a resource to make companies more competitive. An ISDT will guide
practitioners through the process by restricting practices and features of the system to a
more effective set. It will also encourage the academia to work on this theory for its
improvement, completion, and validation.
In this Project I have Identified and collected information about Non covered Medical
Shops and Pharma wholesalers in Vasai Zone. This information I had handed over to
the Business Development Manager. This information have help them to cover the non
covered medical Shops and Pharma wholesaler to sub Stockist. In this way information
system design theory is used for Business development in this Project.
2) Concept Development (by Kotler and cooper’s):
Kotler´s and Cooper´s approach about New-Product Development are first introduced.
Then the Concept Development theories of both authors are explained which allow us in
a last paragraph to build and present our own approach of the process of concept
development.
II) Data Analysis & Interpretations :
‘To track availability and visibility of the product in the outlet’
MAINTENANCE OF PRIMARY AND SECONDARY ORDER
PRIMARY ORDER:
The order that has been put by distributor to company is called as primary order.
Distributor has to put the primary order to company. At the cavinkare for the primary
order distributor has to send the company.
In the primary order the thing that I have learned is that many a times distributor not
concentrating on primary order and ultimately it create the problem of non-availability of
product in the market.
SECONDARY ORDER:
The order put by retailer to distributor is called as secondary order. Retailers are
responsible for secondary order that they have to put to distributor. In the cavinkare for
the secondary order the salesman of distributor visit the shops for the purpose of order.
In some area where the sale is very good in those areas the visit of salesman is twice in
a week.
Some times I thought that the salesman are not working properly or they are not taking
order properly, at that time I went to market and I have taken the order from the retailers
at the same time I have also shown the salesman how to take the order
Visibility of CavinKare products in the market
‘To track availability and visibility of the product in the outlet’
10%
20%
30%10%
5%
10%
15%
Visibility
Chik ShampooNyle ShampooIndica DyeFairever CreamHi5 DeoSpinz PowderSpinz Deo
Availability of shop
10
200
400
600
800
1000
1200
1400
TOTAL SHOPSHUT DOWNN/ACLOSED
‘To track availability and visibility of the product in the outlet’
PHYSICAL STOCK CHECK REPORT
Rs name: balak sales agency Date: 28.05.2010 Town: Mumbai
Boxes
Stock provide
d by compan
yAvailable stock
Difference
Chik 4 ml (0.50 ) 5 4 1Chik 8 ml (1.00 ) Chinni's pickle 13g x 720 west (1.00) Chinni's pickle 10g x 720 west (0.50) Adidas body spray 150 ml- 24 pcs 9 2 7Adidas after shave 100 ml - 12 pcs Adidas eau de toilett 50ml - 24pcs Adidas eau de toilette 100 ml - 12 pcs Adidas shower gel 250 ml - 12pcs Adidas anti persperant deo 150 ml - 12pcs Chik satin 7ml-1200 pcs 18 10 8Chik satin 25 ml -192 pcs 5 4 1Chik satin 40 ml -144 pcs 3 3Chik satin 100 ml -120 pc 7 1 6Chik satin 200 ml -48 pcs 2 9 -7Chik satin 400 ml-24 pcs 1 1 0 Fairever fairness 9g-624 14 14 0Fairever fairness 25g-144pcs 3 2 1Fairever fairness 50g-72 pcs 1 1Fairever fairness 80g- Fairever fruit fcrm 9g - 624 pcs 3 2 1Fairever fruit fcrm 25g - 144 pcs 2 -2Fairever fruit fcrm 50g - 72 pcs 2 2 0 Indica black -420 pcs 7 0 7Indica 10 min 9 2 7Nyle 4ml -1600 pcs Nyle 8ml -1260 pcs 13 8 5Nyle 100 ml - 60pcs 10 7 3Nyle 200 ml - 36pcs 18 14 4
‘To track availability and visibility of the product in the outlet’
Nyle 450 ml - 24pcs 22 13 9Nyle 900 ml - 12pcs 34 26 8 Nyle strenth 100ml - 60 pcs 4 3 1Nyle strenth 200ml - 192 pcs 5 3 2Nyle strenth 450ml - 24 pcs Spinz deo 75 ml - 24 pcs 3 6 -3Spinz deo 150 ml - 24 pcs 11 5 6Spinz deo 150 ml (male) - 24 pcs 9 6 3 Spinz talc 20g - 192 pcs 33 30 3Spinz talc 50g - 160 pcs 13 10 3Spinz talc 100g - 96 pcs 3 5 -2Spinz talc 400g - 24 pcs 7 4 3
Nyle cold cream 9 gms - 624pcs Nyle cold cream 60 gms - 180pcs 6 5 1Nyle cold cream 100 gms - pcs Nyle cold cream 200 gms - pcs Nyle body lotion 25gms - 240pcs 6 6Nyle body lotion 100 gms - 120pcs Nyle body lotion 200 gms - pcs Nyle petroleum jelly 7-10ml - 450pcs Nyle petroleum jelly 60ml - 96pcs Acp - Yes Drcp - Yes Rssm prodctivity data - Yes Retail data card - Yes Total cases 286 200 86
‘To track availability and visibility of the product in the outlet’
Chapter-IV
‘To track availability and visibility of the product in the outlet’
Finding:
Half-rupee success
Last-mile travel
Product visibility ( jo dikhata hai vahi bikta hai)
Raising market share
II) Suggestions / Recommendations
SALES PROMOTION
VISIBILITY
SCHEME
PRODUCT EXTENSION
VISIT SALESMAN REGULLARLY
‘To track availability and visibility of the product in the outlet’
conclusion
So the fact is Mumbai market has great potential to which just waiting for
tapped
Ultimately, the ball lies in court of cavinkare marketer
It is all about how they approach the market, takes up the challenge of
selling product and concepts through innovative media design and more
importantly alternatively
The success of the cavinkare is completely depends upon the
channel as well as the members of the channel.
availability and visibility of our product in the outlet, with our competitors
is very important because ultimately direct effect on company sales
‘To track availability and visibility of the product in the outlet’
Annexure (Questionnaire)
Questionnaire for retailer & medical shop
1) Do you keep CAVINKARE Products?
Yes
No
2) From where do you purchase CavinKare product?
Retail Wholesaler (Name) _____
Company Distributor (Name)_______
3) Does our salesman regularly visit?
Yes
No
4) How frequently he visits?
Weekly
15days
0ne months
‘To track availability and visibility of the product in the outlet’
Questionnaires for distributer.
1) Do you keep CavinKare Products?
Yes
No
2) Which brands do you keep?
__________.
3) How many outlets (Stores) do you have?
__________.
4) How many SALESMAN do you have?
__________.
5) What is your Annual Turnover?
___________.
‘To track availability and visibility of the product in the outlet’
Bibliography;
Brand Management – The Indian Context, YLR Moorthi, Vikas Publishing House Pvt. Ltd.
www.cavinkare.com www.cavinkare/profile
http://en.wikipedia.org/wiki/Fast_moving_consumer_goods. www.ibef.org Marketing Management- Philip Kotler www.cavincomm.com/eps
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