Presentation on

Prepared by Govinda Agrawal

Title of the Project

Detail Study of Distribution System at Raipur

IntroductionDistribution is a base for FMCG

industry.Project focuses on the distribution

system of RAIPUR Study done with help retailers,

distributor & superstockists. The study revelad a lot of things

dicussed later.

Objective 1. To study the distribution system.

2. To find out the brand awareness.

3. To forecast the sales of the distributor and track the work of the salesman.

4. To study the marketing mix.

Company Surya Food & Agro Ltd. Was incorporated in

nov 1992. Started selling biscuits under brand PRIYAGOLD

in oct 1993 Tag Line ‘haq se mango' Third largest in biscuit industry. Three plants located at Greater Noida, Luckhnow

and Surat. Diversified to Fruit Juices & Carbonated drinks. Coming with choclates toffee & candy.

ProductsName

Variety Available Pack size( in gm)

Pack size( in Rs)

       

Butter Bite

Plain 60,100,230 5,10,20

Badam Pista 50,100,250(ATC pack) 5,10,25

Nice 50,175 5,15

Cashew 50,100,250(ATC pack) 5,10,25

       

Classic Cream

Elaichi 83,175 5,10

Choclate 83,175 5,10

Orange 83,175 5,10

       

Kids Cream

Butter 75,150 5,10

Strawberry 75,150 5,10

Choco-Vanila 75,150 5,10

       

Marie Lite   75,150,250,350 5,10,15,20

       

Bourbon Cream   100,200 5,10

       

Smiley Cream   83,175 5,10

       

CNC biscuits   14,30,60,120 1,2,5,10

       

Snacks zig zag   60,120 5,10

       

Cheese Cracker   60,120 5,10

       

Cheez Bit   75g ATC,180 JAR 15,25

       

ChatpattaJeera Top 250 ATC 25

Cashew    

       

Big Boss   75,150 5,10

       

Magic Gold   75,160 5,10

       

Coconut Crunch   16,40,75,150,350 1,2,5,10,20

       

Don Glucose   39,63,83,200 1,2,4,10

       

Products…

Methodology

First phase: Understanding the process of the company.

Second Phase: Studying the markets with the help of salesman.

Third Phase: Data collection and analysis.

Distribution system

SNo./ Zone Raipur Bilaspur

1 Raipur Bilaspur

2 Dhamtari Korba

3 Mahasamund Ambikapur

4 Durg Raigarh

5 Kanker Janjgir

6 Bastar Baikunth

7 Dantewada Jashpur

8 Jagdalpur Kawardha

Zonal Division in Chhattisgarh.

At Raipur Name of the distributors Beats

Classic Agency 2

K.D Sales 2

Nagwani Agencies 1

Kumud Agencies 1

The study was done with one distributor CLASSIC AGENCY, as other were not functioning well.

Each beat consist of 6 areas , which are covered in 6 working days of the week (Monday –Saturday).

One salesman look after the one beat.

Margins SS- 5%, DIST- 7%, RETAILER-= 12%-25%

5 salesman working with SS on company payroll.

Distributor has its own salesman depending upon the beats allocated.

Mode of Payment is CASH.

Super Stockiest

Super Stockiest

SuperStockiest

Factory/Warehouse

DistributorsDistributors Distributors

Retailers Retailers Retailers

CONSUMERS

Data analysis Distribution

• Questionnaire• DATA (40)

• Correlation used to find the elation between AVG SALES & PAYMENT MODE.

• Data was collected for 200 retailers 49 were rejected as they were outliners.

• All kind of retailers were surveyed (panwala to a wholesaler.)

• Retailers were dealing with different type of consumer segment.

“Note: ALL means what the retailers keeps with him is available all the time”

If ALL variants are available sale is more.

Analysis…Variants v/s Avg sales

Limited; 18151

All; 64688

All

Limited

Payment mode

Cash, 30277

Credit, 52562

Cash Credit

65% of retailers buy more when option of credit is given.

• Same questionnaire used.

• DATA (49)

Brand awarness

1Taste PromotionRangeQuality 0

5

10

15

20

25

30

35

40

%age

WHY BRAND

Taste

Promotion

Range

Quality

Taste

Quality

COMPETITORS

36%

47%

11%6%

Britania

Parle

Anmol

Raja

PACK SIZE

45%

39%

13% 3%

Rs 5

Rs 10

Rs 20

Family pack

Sales forecasting Methodology:

•Forecasted the sales of the month MAY

•Collected data from distributor of last two months sales.

•Talked to retailers and distributor to understand the consumption pattern of the consumer in the month of MAY.

•Two methods used

•If credit was given

•By Increasing the width and depth of products.

A system for tracking salesman and distributor.

Methodology:

• Studied the work of salesman.

• Talked with distributor and SS what they want.

• BEAT PLAN

• TRACKING

Tracking System

Marketing Product:• A lot of Varieties but can be increased • Quality is good (as found in survey)

• Taste matters a lot as biscuit is known by its taste.

• Brand Name EG. BUTTER BITE

• Packaging and Sizes

• Return policy.

PRICE:• Pricing strategy is good according to the weights.

• Offer packs

• Works on CASH basis.

• SS gives credit period to DIST & DIST to some retailer

PLACE:• Good presence in the country (south and far east).

• Packaging problem.

• Company frequently changes the system.

Marketing…

Marketing… PROMOTION:• Promotion was done when the brand started.

• Very less ground promotion.

• No posters, banners, calendar, caps etc.

• No signboard to DIST. & SS.

• KARISHMA KAPOOR brand ambassador.

• ADs don’t have connectivity.

• Sales force are not trained.

• No visits from the company.

Competitors

Industry is dominated by BRITANIA followed by PARLE.

Here I will also compare the PRIYAGOLD on every point.

ANMOL:• Well known brand.

• Distributor work on a credit basis.

• Distributor has to make advance payment to the company.

• Delivery is in next working day.

• Company personnel visit the distributor.

• Company organizes yearly meeting of SS and Dist which is paid by the company.

• Don’t distribute posters as much.

• Schemes are regular.

Competitors…BRITANIA:• Market leader with 108 products. • Distributor work on a credit basis. • Distributor has to make advance payment to the company.• Delivery is in next working day. • Company personnel visit the distributor. • Company organizes yearly meeting of SS and Dist which is

paid by the company. • In case of marketing company is in top position they regularly

distribute poster and banners.• Schemes are regular.

Limitations • Work is done with one distributor and SS,

as other distributor were not functioning well.

• Surveyed only 200 retailers.• Retailers responses may be wrong and

biased. • Mainly worked with salesman. • No mentor at the field. • Work was done with the help of the dist &

SS.

Recommendations

• Credit should be given.

• Promotion should be increased.

• Company don’t bother about the retailers, dist. & SS.

• Company don’t paid for any meetings.

• Packaging part should be improved.

• Company personnel should visit DIST & SS.

• Allowances are very less.

• Frequently change in the system.

• Should promote glucose biscuit.

• Presence in organized sector.

Open for Queries