1

A

PROJECT REPORT ON

Prepare wholesale business model-optimization for Colgate Palmolive products.

FOR COLGATE PALMOLIVE INDIA LTD

BY MANGESH.C.SONONE

(M.B.A 2004-2006)

SUBMITTED IN THE PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINISTRATION TO THE

UNIVERSITY OF PUNE

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To Whom so ever it may concerned

CERTIFICATE

This is to certify that the project titled Prepare Wholesale business model optimization for COLGATE PALMOLIVE Products

is a bonafide work carried out by MANGESH.C.SONONE (Roll No.457) For COLGATE PALMOLIVE INDIA LTD. He is a student of Vishwakarma Institute Of Management, Pune and has worked under our direction and guidance .The project report is submitted in the partial fulfillment of Masters in Business Administration course of University Of Pune for the academic year 2004-2006.

Dr. Sharad Joshi Prof .Rajesh.Vhatkar Director Project Guide

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CONTENTS

S. No. Title Page No.

Executive Summary 1

Company Profile 2

Products Basket 7

Literature about wholesale market 8

Objective of the Study 11

Research Methodology 12

Limitation of the Study 14

Data analysis and Interpretation 15

Findings 34

Recommendations 35

Annexure 37

Bibliography 42

4

EXECUTIVE

SUMMARY

OBJECTIVES

5

RESEARCH

METHODOLOGY

LIMITATIONS

6

DATA ANALYSIS

AND

INTERPRETATION

RECOMMENDATIONS

7

ANNEXURE

BIBLIOGRAPHY

8

KNOWING THE COMPANY

WORLDWIDE

COMPANY

PROFILE

9

KNOWING COMPANY

INDIA

PRODUCTS BASKET

10

FINDINGS

LITERATURE ABOUT WHOLESALE MARKET

11

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EXECUTIVE SUMMARY

Every business organization big or small has its own sets of problems. Sometimes they enjoy advantages over others; sometimes they also have to bear the heat of the competition. They are not above the ups and downs of the business.

Colgate Palmolive is the world leader in oral care industry. They cater the need of different segments by offerring innovative products.

The main objectives of this study is to find the new potential retail outlets and rearranging the whole Pune district distribution and also study the wholesale market in detail on the various basis and also find out the ways to reduce the involvement of wholesalers in distribution channel.

The study required a detailed study of Pune market. A detail wholesaler and retailer survey was conducted to find out all the aspects related wholesale and retail market.

Two different questionnaires for wholesaler and retailers were made and direct interviews were held to get first hand information. The data collected from the two surveys were scientifically analyzed and conclusions ware drawn. Based on these conclusions and managerial theory we recommend a set of activities to be implemented by Colgate Palmolive India Ltd. in order to reduce the involvement of wholesaler and to promote secondary brands for business expansion.

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COLGATE PALMOLIVE WORLD WIDE

KEY FACTS

Headquarter in USA

$9 billion in Sales & over 38000 employees world wide

We sell our products in 212 countries around the world

We have a customer base of 4.5 million

Colgate is a truly Global Organization with almost around 75 % of the sales coming from outside of USA

Over 40 % of toothpaste used in the world bears the COLGATE name.

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COLGATE PALMOLIVE INDIA

Headquarter in Mumbai.

Annual Turnover around 1100 crs.

Market leaders in Oral care.

Colgate

consistently won India s no 1 brand of the year award from last three years.

Colgate Ranked among Best Employer in India.

Customer base of more than 8 lac retailers.

Serviced by Company field force, more than 1800 stockiest & super stockiest

& their field force

Colgate is the brand that people trust, for complete oral care protection for themselves and the ones they love.

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COLGATE PALMOLIVE INDIA

FACTS & MILESTONES

1937 : The company was incorporated in India and Started trading activities. It was then a cent Percent US company

1949 : Manufacturing started operations in Mumbai

1985 : Started contract manufacturing of Paste, Brushes And Shampoos

1988 : New Toothpowder factory at Waluj, Aurangabad

1990 : Soap plant started production

1993

: CP ( US ) raised it s equity from 40 % to 51 %

1994 : CP (I) buys the Oral Care division of Ciba Geigy

1997 : Manufacturing facility in Hetauda, Nepal for Dental Cream and Tooth powder

1998: Successfully rolled out SAP in India. Colgate Oral Pharmaceuticals launched.

1999 : Regional Technology Centre & Corporate office at Powai, Mumbai. Operations in New geographies Bangladesh, Nepal and Srilanka

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GLOBAL VISION

Be the innovative leader with our brands every day in every home.

Our Mission

Achieve market dominance in Oral Care through aggressive volume growth, and establish a significant presence in Personal Care.

Colgate Palmolive Values

The Company cares about its people, consumers, Shareholders and Business Partners. Colgate is committed to act with compassion, integrity and honesty in all

situations, to listen with respect to others and to value differences. Colgate is committed to getting better every day in all that it does.

By better understanding consumers and customers expectations and continuously working to innovate and improve products, services and processes, Colgate will become the best .

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DISTRIBUTION CHANNEL

FIELD OPERATIONS

The All India Sales operations is headed by the Vice-President - Sales.

There are four branches, each managed by a branch manager who reports to the VP Sales

Four branches are divided into 11 Regions. Each of the Regions managed by RSM s are divided into Districts, managed by DM s.Further there are Zones in each district, managed by SO s

FACTORY

WAREHOUSE/C&F

SUPER STOCKIST (DIRECT)

STOCKIST (DIRECT)

CO.OP STORES (DIRECT)

RURAL STOCKIST (INDIRECT)

WHOLESALER RETAILER WHOLESALER

RETAILER

CONSUMER

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COLGATE PALMOLIVE INDIA

LINES OF BUSINESS

Oral Care

Personal Care

Hard Surface Care (Household Care)

ORAL CARE

Colgate Dental Cream

Colgate Gel Toothpaste

Colgate Advanced Whitening

Colgate Cibaca Toothpaste

Colgate Herbal Toothpaste

Colgate Total Toothpaste

Colgate Active Salt

Colgate kids Toothpaste

Colgate Toothbrushes

Colgate Cibaca Toothbrushes

Colgate Tooth Powder

PERSONAL CARE

Palmolive Shaving Creams

Palmolive Shaving Foam /Gel

Palmolive Shaving Brush

Palmolive Aroma Soap- Revive

Palmolive Aroma Soap-Relax

Palmolive Aroma Shower Gel

Palmolive Aroma Cream

Palmolive Liquid Hand Wash

Palmolive Charmis Cream

Hello Shampoo

HARD SURFACE CARE (HOUSEHOLD CARE)

Axion Dish Washing Paste

Ajax Floor Cleaner

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LITERATURE ABOUT WHOLESALER SECTOR.

Wholesaling is concerned with the activities of those persons or establishments which sell to retailers and other merchants and or to industrial institutional and commercial user s nut who do not sell in significant amount to ultimate consumers.

Categories of wholesales trade could be 1.Manufactures sale branches, who sell direct 2. Agents and brokers who sell manufacture good nut do not take title to them and. 3. Merchant wholesalers who take title and usually passes the goods for resale.

Marketing functions performed by wholesaler for manufacturers:

Market coverage function

Sales contact function

Inventory holding function

Order processing function

Market information function

Customer support function

Functions performed by wholesaler for customers :

Product availability function

Assortment convenience function

Bulk breaking function

Credit and finance function

Customer service function

Advice and technical support function

Wholesalers services to retailers

Wholesalers can offer retailers guidance and counsel in public relations, housekeeping and accounting methods.

Reorders are frequently filled more quickly.

Wholesalers guarantee the sale (any items not sold can be returned for full credit)

Defective products are replaced promptly

The wholesalers extends long-term credit

The percentage of markup by working through a wholesaler is more than offset by decreased inventory carrying costs and improved service levels.

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Essence of wholesaler:

We have seen that the wholesaler is key element between manufacturer and retailer. But if we imagine what could happen in absence of wholesaler?

Retailer may have to hold large stocks of verified goods for which he might need additional stocking space and capital.

He may have to assembled repack some of the goods received from different manufactures.

Retailer will incur additional cost in arranging lifting goods from manufacturers place. Warehousing and further bringing it to his retail out.

He may have to bear the risk of fluctuations in prices, changes in tests of consumers and demands, with the amount of capital available with retailer, it may not be possible to carry of such risks.

Eliminating wholesalers means.

Direct sale to retailer s employing traveling salesmen or establishing contact with departmental stores or super shops direct sale to consumer through.

House to house counseling

Mail order selling

Multiple shop system

Background :

There are close to 16 lac outlets across India and CP product coverage is to the tune of just 50%

Wholesale plays a major role in reaching CP products to the outside CP s direct coverage.

Wholesale channel contributes to around 45% of Colgate s value business.

Since wholesalers operate on thin margins and large volumes, stockiest cash discounts and company schemes plays a major role in driving various categories / brads through these channels.

It is very important to manage this channel carefully because they can have strong favorable or adverse impact on the brands of a company.

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Assumptions in project :

Wholesalers work in a very competitive environment .

They have a strong bargaining power.

Types of wholesalers operating in the FMCG sector

Wholesalers are divided in two types

Collective wholesalers market :

Collective wholesale market is that where whole market is doing business in wholesale. there are various types wholesalers who are dealing in various categories, according with various product assortment . These wholesalers serve to retailers from different towns and cities.

Bit wholesalers :

These are wholesalers who are situated in retail market. They are serving to near by retailers.

Range and assortment of products sold by the wholesalers channel.

Exclusive FMCG

Tobacco and tobacco products

FMCG and food-grains

Major food grains

Confectionary and food products with FMCG

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OBJECTIVES

A project will haywire if it does not have its objective clear. If one knows the whole only then the right path can be decided and with disciplined work and positive attitude achieving this objective will be a catwalk.

Therefore, we also set down the objectives before starting the project which are as follows.

1. Study of Wholesale business in detail.

2. Study the performance of Colgate Palmolive Brands in wholesale market.

3. To study their customer base and also their customer retention strategies.

4. How can Colgate reduce the involvement of wholesaler in their distribution chain?

5. How to optimize supply through wholesale channels?

6. How to promote secondary brands in wholesale market?

7. Find out new potential retail outlets for expansion of the business.

8. Also take part in rearranging the whole Pune district distribution of Colgate Palmolive.

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RESEARCH

METHODOLOGY

Development of research procedures is another important step in the market research process. Research Design is actually the blue print specifying every stage of action in the course of research.

Features Of Research Design: -

The design was formulated to be a flexible so that changes can be adapted in the execution of the research.

Care was taken to minimize the bias at every stage since any research work made untrue information would turn out to be unreliable or worthless.

Effort has been taken to collect as many information as possible through the questionnaire so that elaborate analysis can be carried thereafter.

The design was closely linked with the objectives set earlier, so that the essence of the information collected and analyzed does not get diluted.

Methods Of Data Collection:-

Sources Of Data

A. Secondary data

1. Internal sources

Company records

Annual reports

2. External sources

Web pages of organizations and journals

Newspapers

Magazines

B. Primary data

Data required for the study is collected first hand from

Wholesalers

Retailers

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Tools for data collection

Questionnaire Based Interview Method:

The questions are crafted in a way to generate as many information as possible with minimum effort on respondent s part.

Type Of Questions Used:

Open ended

Close ended

Multiple choices

Sampling:

The sample size for for the customer s was 50 wholesalers.

The samples were selected randomly to ensure unbiased information. The samples ware selected from all over the city.

Analysis Methods And Tools:

The entire analysis of data was done with the aid of Microsoft Excel

spreadsheet programming. The diagrammatic representation of the data was done through this software.

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LIMITATIONS

Nothing is perfect in this world. The last perfect person was crucified to the cross. This project is not an exception to this rule.

Following are the limitations of the project:

i. The study is made on the responses to the questionnaire framed.

ii. Though utmost care has been taken, the views expressed by the sample may not represent the views of the population at large.

iii. Sometimes due to lack of time the respondent may not have given reliable information.

iv. Some respondents did not see the project important so they gave exaggerated information that had to be manipulated.

v. Conclusions arrived at might not be suitable to the other part the city.

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OPERATION KHOJ

AC Nielsen reported Accounts: 14250.

Current CP Coverage: 7289.

Gap: 50%

Hence:

Wholesale Contribution 34%

High Cost of Sale.

Low contribution of secondary brands.

Market visits showed that a lot of small/ marginal accounts were not covered.

This was prominent in the far-off extensions of the city.

Mostly small bi-lanes were never probed by our salesmen/ SOs during their working.

The usual excuse of the salesman would be

these do not buy regularly, the order gets cancelled as they won t have cash at the time of

delivery. they did not buy when I visited them earlier.

we are four people working on operation Khoj we together found out 2333 potential retail outlet in new municipal limits of Pune and 536 in metropolitan areas with the help of questionnaire. Out of these 2333 I have found 508 new retail outlet in new municipal limits and 133 in metropolitan areas(excluding new municipal limits).

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PERCENTAGE OF CLIENTS ON THE BASIS OF FIXED AND FLOATING

Client Type Fixed Floating

No. of W/S 38

12

Percentage of fixed and floating clients

76%

24%

Fixed

Floating

From graph we can see that most of wholesalers operate with Fixed clientele i.e. 76% percent of wholesalers operate with fixed Cliental and 24% with Floating.

So they have strong fixed customer base.

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AVERAGE PERCENTAGE OF CLIENTS FROM LOCAL AREA AND FROM OTHER TOWNS

Customer Type Local

Other Town

Percentage

68.26

31.54

Average(%) of Local and other town

68%

32%

Local Other Town

From above graph we can infer that most of the clients from fixed clientele base are from local Area i.e. from Pune city.

So the percentage of local clients is 68% and from other towns it is 32%.

The percentage of other towns is also non negligible .

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AVERAGE NO OF CLIENTS SERVED IN A DAY BY WHOLESALER

Client Class 0-50 51-100 101-150 151-200 201-250 450-450

No of W/s

9

12

12 5

9

3

0

2

4

6

8

10

12

No. of whole-saler

0-50 51-100

101-150

151-200

201-250

450-500

Client class

No. of client served in a day by wholesaler

From above graph we can infer that most of wholesalers served between 51-100 and 101-150clientts in a day.

After that there are some wholesalers serving between 201-250.We can say that they have huge customer base.

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CREDIT PERIOD GIVEN BY WHOLESALERS TO THEIR CLIENTS IN DAYS.

Credit Period 0 2-4 4-6 6-8 8-10 15-20 No of W/S 7 5 4 6 6 12

02468

10121416

No. of whole-salers

0 2-4 4-6 6-8 8-10 15-20

No of Days

Credit period

From above graph we can say that lot of wholesalers are not doing business on credit basis in spite of knowing that credit is a major tool in wholesale business.

But there is also good percentage of wholesalers who are offering maximum i.e. of 15-20 days credit on the basis of customer reliability.

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TYPES OF CLIENTS SERVED BY WHOLESALER

Custome Type

Big Retailer

Big & small Retailers

Small Retailers

Small & Household customers

Pan kiosks

No. of W/S 2

20

6

15

7

Major client base of wholesaler

4%

40%

12%

30%

14%Big Retailer

Big & smallRetailers

SmallRetailers

Small &HouseholdcustomersPan kiosks

Maximum i.e. 40% of wholesaler s customer base is of big and small retailers.

After that 30% of wholesaler s customer base is of small retailers and of household customers.

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PERFORMANCE OF COLGATE GEL IN GEL SEGMENT AT WHOLESALE MARKET

Brand

Colgate Gel Close up

No. of W/S 19 27

From above graph we can analyze that Colgate gel in gel category is not doing good in comparison with Close Up.

62% percent of wholesalers said that Close Up is giving good business and 38% of wholesalers are earning good businss from Colgate Gel.

Competitiveness of Colgate Gel in Gel Category

62%

38%

Colgate Gel

Close up

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PERFORMANCE OF CP S TOOTH BRUSHES IN THE TOOTH BRUSH SEGMENT.

Brand

Colgate

Palmolive

Oral B

Pepsodent & Others

No. of W/S 27 15 8

Competitiveness of CP's toothbrush in Brush segment

54%

30%

16%ColgatePalmolive

Oral B

Pepsodent &Others

From above graph we can infer that Colgate s toothbrushes are doing good business in the toothbrush category at W/S counter.

54% of wholesalers said that Colgate is doing good business.

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PERFORMANCE OF COLGATE HERBAL TOOTHPASTE IN HERBAL CATEGORY AT WHOLESALE COUNTER.

Brand

Colgate Herbal Dabur/Babool Meswak

No. of W/S 14 13 23

Competitiveness of Colgate Herbal in Herbal category

28%

26%

46%

Colgate Herbal

Dabur/Babool

Meswak

Meswak is doing good business in the Herbal category.

Colgate herbal has acquired second position.

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PERFORMANCE OF PALMOLIVE SHAVING RANGE IN THE SHAVING PRODUCTS CATEGORY.

Brand

Palmolive

Others(Godrej,Denim,Oldspice)

No. of W/S 20

30

competitiveness of Palmolive shaving products

40%

60%

Palmolive

Others(Godrej,Denim,Oldspice)

40% wholesalers voted for others i.e for brands like Godrej , Denim, Old Spice.

40% of wholesalers replied that Palmolive shaving products are giving good business .

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WILLINGNESS OF WHOLESALERS TO PROMOTE SALE OF SECONDARY PRODUCTS.

Option

Yes No No. of W/S 30

20

Wholesalers willingness to Promote the secondary Brands

60%

40%Yes

No

From above graph we can infer that 60% of wholesalers are ready to promote sale of secondary brands if they will get attractive schemes and margins.

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MODES OF SERVING TO CLIENTS BY WHOLESALER

Modes of Service

Counter sales

Order booking & supply

Telephone Orders

Van sales

No. of W/S 45

2

3

0

Mode of Serving to Clients

45

2 3 00

20

40

60

Counter s

ales

Order b

ookin

g & su

...

Telephon

e Ord

ers

Van sale

s

Mode Type

No Of W/H

Most of Whosalers serve their clients by counter sales only.

2 Wholesalers replied that they served by way of Order booking and delivery.

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VARIABILITY OF PRICES ON THE BASIS OF CUSTOMER

Option

Yes No

No. of W/S 20 30

Veriability of prices from customer to customer

40%

60%

Yes

No

60 % of wholesalers replied that prices cannot change from customer to customer.

40% of wholesalers rplied that prices can change by customer to customer on the basis of their purchase and reliability.

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AVERAGE THROUGH PUT OF CDC & CTP PER CLIENT BY WHOLESALER

Brand

0-500 500-1000 1000-1500 1500-2000 2000-2500 2500-3000 3000-3500 3500-4000 Revenue Percentage

CDC 0 1 2 3 5 9 17 13 148500 63.191

CTP 5 13 5 6 7 8 3 3 86500 36.808

235000

02468

1012141618

No. of W/s

0-500 1000-1500

2000-2500

3000-3500

Rs .

Average throughput of CTC & CDP per client

CDC

CTP

Percentage of CTC & CDP

63%

37%

CDC

CTP

From above graph we can analyze the percentage throughput of CTC and CTP per client.

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JUDGING THE PERFORMANCE OF COLGATE PALMOLIVE IN W/S MARKET ON THE BASIS OF HIGHEST DEMAND

Brands

I(5) II(4) III(3) IV(2) V(1) Weights

Colgate 45 5 0 0 0 245

Pepsodent 2 40 8 0 0 194 Close Up 3 5 32 5 5 146

Dabur/Babool

0 0 4 33 13 91 Anchor 0 0 6 12 22 64

Comparison of Brands (in %) as per Highest Demand

33%

26%

20%

12%

9%

Colgate

Pepsodent

Close Up

Dabur/Babool

Anchor

From the above graph we can say that Colgate is the brand which possess numero uno position .

After that pesodent and close Up aquired second and third position.

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COMPARISON OF BRANDS ON THE BASIS OF MARGINS & SCHEMES

Brands

I(5) II(4) III(3) IV(2) V(1) Weights

Colgate 18 17 9 4 2 195 Pepsodent 15 18 7 6 4 184 Close Up 5 7 18 15 5 142 Dabur/Babool

7 4 10 21 8 131 Anchor 5 4 6 4 31 98

Comparison of Brands (in %) as per Margins & Schemes

26%

25%19%

17%

13%

Colgate

Pepsodent

Close Up

Dabur/Babool

Anchor

We can say that colgate is giving good schemes and margins on their range of products.

There is not very big gap between colgate and pepsodent.

We can infer that it is the magic of the brand.

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COMPARISON OF BRANDS ON THE BASIS OF DISTRIBUTION SERVICE

Brands

I(5) II(4) III(3) IV(2) Weights

Colgate 43 5 2 0 241 Pepsodent/Close Up 5 34 11 0 194 Dabur/Babool 0 6 26 18 138 Anchor 2 5 11 32 127

Comparison of Brand (in %) for Distribution Service

34%

28%

20%

18%

Colgate

Pepsodent/Close Up

Dabur/Babool

Anchor

Colgate aquired number 1 position for their exellent distribution service.Storng and efficient distribution service is the strength of colgte

After that Hindustan Lever aquired second position.

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COMPARISON OF BRANDS ON THE BASIS OF CUSTOMER SATISFACTION

Brands

I(5) II(4) III(3) IV(2) V(1) Weights

Colgate 32 11 7 0 0 225 Pepsodent 11 19 17 3 0 188 Close Up 6 15 20 7 2 166 Dabur/Babool

1 5 2 29 13 102 Anchor 0 0 4 11 35 69

Comparison of Brands (in%) for Customer Satisfaction

30%

25%

22%

14%

9%

Colgate

Pepsodent

Close Up

Dabur/Babool

Anchor

Again Colgate got numero uno position in the category on the basis of customer satisfaction .

After that Pepsodent and closeup aquired second and third position.

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VARIOUS WAYS TO ATTRACT AND RETAIN THE CLIENTS AND STRATEGIES TO FACE THE COMPETITION USED BY WHOLESALERS.

Stock availability

Credit term and period

Personal relationship

Good service

Giving information regarding trade

Products assortment

Pass on the scheme

Old and trusted name

Order booking through salesmen and by phone

Bulk breaking

Customer service

For avoiding stock out and overload position(inventory control )

Purchase 10% more stock

Regular check on stock

Keep stock of 7 days extra

( some wholesalers purchase extra because of scheme ,

E.g. - if purchase 20 gm of Colgate in bulk then sale only this brands and

stop 20 gm pepsodent and other brands.

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FINDINGS

Most of wholesaler have fixed client so they can serve better to their customers and they can promote the brands which are not in demand.

Many wholesalers have local retailer as their clients.

Lot of wholesalers serve around 150 to 200 clients in day .so we can understand that lot of retailers is not served by distributor of Colgate. So there is big loophole.

Main point in wholesaler business is about credit period. But there are lot of wholesalers who are not doing business credit. They offer credit on basis of reliability.

Most of wholesalers serve to big and small retailers and household customers

We can say that secondary brands like Colgate gel, herbal, Palmolive range are lacking behind because of poor promotions.

Toothbrush of Colgate are doing good business because of increase in margins

Wholesalers replied that they can get products much lower rate then distributor but for service and relation they purchase from distributor.

Lot of wholesalers pass on scheme to retailers who have idea about it and also on the reliability of retailers .

Lot of wholesalers gives good treatment to local manufacturer because of huge margins and regular availability.

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RECOMMENDATIONS

First try to cover the retailers from rural and slum areas.

Try to calculate every wholesalers average purchase pattern and keep on giving good services to high potential wholesalers. try supply more quantity of secondary brands

.

Try to find out wholesalers who are giving lower business at six month average according with that omit those wholesalers.

Do not give very high scheme and margins because the purchases the products in huge quantity and start under cutting.

try to give specific target for wholesalers market and retail market according with the market potential.

Cover the retailers from newly developing and upcoming boundaries and areas of city.

Use more and more POP material at wholesalers counter and also distribute to the retailers for increasing sale of secondary brands

if we try cover the marginal account then first for few month try give them financial support by way of easy credit terms .

keep regular eye on the distributor because they are selling and supplying the products other than there territory or city. Because of the big target.

Use some of the mechanisms which are used by wholesalers such as regular product availability, good constant service try create personal relation ship with every wholesalers.

Try to promote secondary brands in market first by huge promotion technique because when the primary demand will create then and then only sale will increase.

47

While launching new product do not give specific slabs for purchase.

For attracting and retaining high potential wholesalers arrange some entertaining programs and distribute some prices to them.

Colgate is having high brand equity as compare to other brand and it is market leader with high market share as per market data. Hence Colgate should adopt an offensive strategy to defend its market share in changing scenario. It can go for an acquisition of small brand for increase the current price up to certain level at which the chances of switching over brands is minimum.

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QUESTIONNAIRE

1) Name of wholesaler: Address:

2) Category a) Below-10000 b) 10000-25000 c) 25000-500000 d) 50000& Above

3) Range and assortment of products A) Exclusive FMCG b) Tobacco & Tobacco products C) FMCG & Food grains d) Major Food grains e) Confectionary & Food products

4) Are you have fixed clients, if yes what is the percentage of these clients from local & from other towns?

Percentage Of Local Clients: Percentage of clients from other towns:

Local Areas: Other Towns: 5) What various ways do you use to attract and to retain the various clients?

6) What strategies do you use to face the competition?

7) What is the exact number of clients you serve during the day? No of clients:

8) Who are your major clients? (Give ranking) a) Big Retailers c) Panwallas b) Small Retailers d) Household customers

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9) What is the average percentage of CDC &CTP per client?

Product Amount Colgate Dental Cream Colgate Tooth Powder

10) What do you think about Colgate Gel Competitiveness in Gel category? (In Comparison with Close up Other Gel brands)

11) How CP s Toothbrushes are performing in comparison with other brands?

12) Is the herbal performing better than Vicco, Meswak, and Dabur/Babool? If yes what is the reason behind that?

13) Are you keeping Palmolive Shaving cream & Brush? How is the performance of this brand in the market? And if not keeping what is the reason behind that?

14) What is the minimum and maximum limit of credit period, you allow to your customer? And on what Basis?

15) Are you willing to take extra efforts for promoting &pushing these brands if company offers you some attractive schemes?

16) Are you keeping full range of CP Other than CDC &CTP? If not what is reason behind that?

a) Because of demand in market b) Because of margins

c) Because of higher prices

d) Any other reasons

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17) What do you think about Colgate Palmolive competitiveness with other brands?

(Rank the following) Particulars Colgate Pepsodent Close-

Up Dabur/Balsara

Anchor Ajanta

Highest Demand Range of Products Margins &scheme Distribution service Availability of Products Customers Satisfaction

18) Are the companies special schemes attract you? If not give the reason.

19) What are the various modes of ser vice to your customers? a) Counter Sales only b) Order booking & supply at the customers shop

c) Telephonic orders & supply through transport.

e) Van Sales

20) The important point in the wholesale business to have enough inventory or ready availability of materials, how you handle or control your inventory? Have you ever realized /experienced Stock out position? And if the stock gets overload then how do you dispose it?

21) Are the wholesale prices may differ from customer to customer OR from area to area? If yes what is the reason behind that?

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22) If CP products are not available do you use to substitute the products to customer? 1) Pepsodent

3) Anchor

2) Close up

4) Ajanta

5) Dabur /Babul

23) How do you calculate the selling price of the products? What expenses you include while deciding the price of product?

24) There are no of local manufacturers (Small manufacturers), they promote their products through your channel / Goodwill, what is your attitude towards them?

25) Any Suggestions

BIBLIOGRAPHY

52

BOOKS

AUTHOR

NAME OF BOOK

PUBLICATION

M.V Kulkarni Physical Disribution and Nirali Prakashan. ChannelManagement

Mumbai.

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