Macro keta|||ng Lnv|ronment for Detergents

Crgan|zed v]s UnCrgan|zed keta|| for Detergents

S No Crgan|zed keta|||ng UnCrgan|zed keta|||ng
1convenience Cffers more convenlence ln Lerms of
producL selecLlon due Lo more dlsplay
space and sales supporL
LlmlLed convenlence due Lo llmlLed shelf
space and brand avallablllLy along wlLh un
Lralned sales force
1rove/ 1ime More Llme ls spenL Lravelllng due Lo
very llmlLed reach and prollferaLlon
negllglble Lravel Llmlng due Lo heavy
prollferaLlon and locallzed sLores
lvoriety Large varleLy of producLs are avallable
glvlng more cholce
LlmlLed varleLy of producLs due Lo un
organlzed dlsLrlbuLlon
45kus Malnly larger Sku's are preferred buL
smaller ones' are also avallable
ulfferenL klnds of Sku's are presenL ln
dlfferenL formaLs (noL ln same sLore)
5Prices Lower prlces are avallable due Lo well
managed dlsLrlbuLlon sysLems
Plgher prlces are pald buL are
compensaLed by less Lravelllng
5ervice 8eLLer servlce due Lo Lralned sales force LlmlLed servlce due Lo unLralned and
locallzed sales force

unOrqonited ketoi/ nvironment
Owoet moooeJ qeoetol stotes (Mom op SLores) ueLergenLs are sold ln boLh small (sacheLs)
as well as larger Sku's aL mosL of Lhe sLores lL caLers Lo general publlc and anybody can buy
from Lhese sLores Pence due Lo lack of LargeL segmenL Lhese sLores Lend Lo sLore mosL of Lhe
avallable Sku's for deLergenLs (le for fronL loadlng Lop loadlng or even for handwash
caLegory) 1he sales force ls local and unLralned due Lo whlch Lhere ls noL much knowledge
sharlng regardlng beneflLs of producL and cusLomlzed selllng ls also absenL
ulsLrlbuLlon ls done prlmarlly by company appolnLed dlsLrlbuLors and LhaL Loo dlrecLly Lo sLores
so as Lo promoLe Lhelr own sales CredlL exLenslon ls allowed Lo larger sLores so as Lo promoLe
organlzaLlon speclflc loyalLy
2 ocol kltooo sbops 1hese shops caLer malnly Lo small Sku buyers or someLlmes sacheL buyers
and only someLlmes keep large Sku's 1hey malnly caLer Lo mlddle class consumers whlch are
prlce senslLlve and hence mosLly Lhose varlanLs are sLored whlch are fasL movlng lower prlced
ulsLrlbuLlon and credlL ls seldom provlded by company and Lhese people usually buy from elLher
local sLocklsLs or wholesalers
3 9ooo8eeJl sbops aan beedl sLores also someLlmes sLore deLergenLs buL only ln form of
sacheLs 1hls Lrend ls usually observed ln underdeveloped areas wlLh lower mlddle class
populaLlon ulsLrlbuLlon ls done by Lhe sLore owner only from a local wholesaler



Orqonited ketoi/ nvironment
bolo 5totes (ulscooot 5totes) Chaln sLores usually carry larger Sku's and sacheLs are hardly
sLored Maln LargeL audlence ls mlddle class and upper class ulscounLs are glven and prlces are
usually 33 lower Lhan unorganlzed reLalllng AlmosL all varleLles of deLergenLs are avallable
here wlLh ranglng prlces Lo caLer Lo each klnd of segmenL (washlng machlne or handwash)
ulsLrlbuLlon ls company supporLed and credlL ls usually avallable Lo chaln sLores rlvaLe labels
play an lmporLanL parL and noL all brands are favored
2 petmotkets ooJ 5opetmotkets 1hough almosL all deLergenL caLegorles ranglng from hlgh
prlced Lo lowesL prlced are sLored here buL large Sku's are favored All brands are sLored and
avallable aL dlscounLs
ulsLrlbuLlon ls easler due Lo large lnvenLory sLorlng capablllLles as well as large volume orders
Peavy brand cluLLer ls observed
3 ,olls 1hey speclflcally favor prlvaLe labels buL sLlll Lhere are almosL all producL llnes of mosL of
Lhe ma[or brands ln deLergenL caLegorles 1here ls llLLle help Lo cusLomer ln producL selecLlon