creating sales through modern trade channles
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Drivers and Challenges of Modern Retail ChannelsTRANSCRIPT
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HOW TO MINIMIZE THE MARKET SHARE OF COMPETITIVE PRODUCTS
Submitted by Akshay Zamre
Grasim Industries
Presentation onMODERN TRADE
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Company profile
Vision: To be a premium global conglomeratewith a clear focus on each business.
Mission: To deliver superior value to our customers, shareholders, employees and society at large.
Values:– Integrity– Commitment– Passion– Seamlessness– Speed
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US $29.2 billion Corporation. Is in the league of Fortune 500 Companies. Work force of 130,000 employees. "The Best Employer in India and among the top 20 in Asia" The Group operates in 25 countries No.1 in viscose staple fibre. The fourth largest producer of insulators. The fourth largest producer of carbon black. The 11th largest cement producer globally, the seventh largest
in Asia and the second largest in India Among the top five mobile telephony companies. A premier branded garments player. Among the top three supermarket chains in the retail business.
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Grasim Incorporated on 25 August 1947, exactly 10 days after India
achieved independence. Originally a textile manufacturer, Grasim has successfully
diversified into VSF, cement and chemicals. Grasim has following divisions– VSF– CEMENT– TEXTILE– CHEMICALS
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Product Review KARA: Kara in Greek means pure, pristine, innocent and
unblemished beauty and is an outcome of the in-house research and development at the Aditya Birla Centre for Science and Technology, Taloja, Maharashtra near Mumbai.
Kara range include refreshing, moisturizing, toning, cleansing, sunscreen and makeup removal wipes.
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Puretta: Puretta meaning pure and diminutive is made from Birla Cellulose, a 100% natural and biodegradable fiber, it soothes the babies tender skin with its soft and nature-friendly properties.
Puretta portfolio include Skin nourishing, cleaning and germ shield wipes.
Prim: “SMART, MODERN, HYGIENE, CONVINIENT” PRIM Home Care Wipes ensures that your home remains
clean and germ free. It comes in two variants Multi purpose and Kitchen wipes
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Market analysis The global wet wipes market for personal care reached an
estimated $6 billion We Indian still spend only 0.0001 % of our disposable income
on disposable products. The skin care market is valued at $180 million in India Total wipe market of India accounts for Rs 30 crore annual growth of 7%. Market dominate by organized sector
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DRIVERS Increase in disposable income. Birth rate Climate Increasing working women population Introduction of innovative products and reduction in prices.
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CHALLENGES
Category is nascent with very low awareness of the product. To create awareness about the usefulness of the product among
the target group Cultural aspect Threat from cheaper substitute like private label of Vishal and
Big Bazaar Stiff competition from cheap imports
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Work done
Sahara Mall Big Bazaar Worked as a promoter
Done customer survey through questionnaire
Outlet review
Received a PO of worth Rs 3000. Modern trade South Delhi Supervision of following stores:
– Big Bazaar Vasant Kunj– Dabur New U Vasant Kunj– Dabur New U Saket– Food Bazaar Saket– Vishal Mathura Road– Vishal Mega Mart Mahipalpur
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Supervision done under following points
Placement Visiblity and facing Shelf space Stock availability Condition of stock FIFO Hygiene Guiding the promoter Getting the PO`s. Got PO`s of worth Rs 4000 and Rs 11000 from Food Bazaar
Saket. Sending additional PIR Follow up on Stock delivery Customer survey Competitive analysis
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Religare Wellness SaketDelivery of Terms of Trade document
Delivery of TDS certificate
Got a cheque of pending amount
Got a PO of worth Rs 17,000
Follow up on debit note of May and June
Store branding.
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Area covered
Sahara Mall Gurgoan Mahipalpur South Delhi Vasant Kunj South Delhi Saket South Delhi Mathura Road Sarita Vihar South Delhi
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Questionnaire
Have you ever heard about skin care wipes?Have you ever heard about KARA?Which other brand have you heard of?Have you ever purchased a Skin care wipe product?Which brand you have bought?Reason behind the purchase. Thick the appropriate option.
– Price– Quality of product– Variants– Brand value– Trail
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Have you ever heard about skin care wipes?
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Have you ever heard about KARA?
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Which other brand have you heard of?
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Have you ever purchased a Skin care wipe product?
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Which brand you have bought?
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Reason behind the purchase.
KARA
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Etiquette
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Skin & Body
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Dove wet wipes
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Learning's Importance of shelf space Placement Visibility and facing Importance of FIFO Availability of stock In-house promotions Brand awareness Importance of promoter
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Offers and discounts Refreshing mint and cucumber are the highest selling products Competitive analysis PO and back office operations MBQ TOT
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Recommendations
Create awareness about the concept then the product Convey the message that it is a product from aditya birla
group Communicate effectively that Kara is a complete skin range
brand and not just any other refreshing wipes. Our variants are our competitive strength.
Dedicate a whole website for the product. OOH advertising should be given more emhasis. Moving van
can be a good option. In-house promotion Signage
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Placing the promoter Placement of products Availability of stocks Periodic review of stores Special discounts and offers once stock gets old. Packaging Pricing New distribution channels Kara should be given more importance
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Grasim Industries