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“TO UNDERSTAND BRAND EQUITY OF INDIAN PASSENGER CAR BRANDS AT CONSUMER LEVEL”
IN PARTIAL FULFILLMENT OF MASTERS IN MANAGEMENT STUDIES
SUBMITTED BY SANKET SHETE ROLL NO. 149 SPECIALIZATION: MARKETING
GUIDED BY PROF. VIVEKANAND PAWAR
PILLAI’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH, PANVEL UNIVERSITY OF MUMBAI 2009-2011
‘To track availability and visibility of the product in the outlet’
Sr.No 1 1.0 1.1 1.2 1.3 1.4 1.5 1.6 Content Chapter 1 Introduction Objective of the study Need of the project Scope of the Project Research Methodology Limitations of the Project Page No.
2.0 2.1 2.2 2.3
Chapter 2 Company Profile Organization Chart Benefits given by company
3.0 3.1 3.2 3.2.1 3.2.2 3.2.3 3.2.4
Chapter 3 Theoretical Background. Data Analysis & Interpretations Level 1 – Reaction Level 2 – Learning Level 3 – Behavior Level 4 -- Result
4.0 4.1 4.2
Chapter 4 Conclusion References
5.0 5.1 5.2
Annexure Reaction test Questionnaire 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
SANKET BHAGWAN SHETE . I have tried my best to perform my task. And I declare it as true and the collection made through my own personal observation and experience.‘To track availability and visibility of the product in the outlet’ Declaration I am very well aware of the ethics and guidelines one has to follow while working on a project in a disciplined manner. The theoretical part is gathered from various Human Resource reference books whose quotations have been mentioned in bibliography. MR. All the information mentioned here throughout the project is true to the best of my knowledge. Being aware of a project regarding its Factuality and Authenticity.
‘To track availability and visibility of the product in the outlet’ Chapter I .
The last part of the project contains the recommendation for the company. also we tract availability and visibility of our product in the outlet. with our competitors products which have been visited by sales team. 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. The channel sales management is an important part of the FMCG industry. .‘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. limitation of the project and finally the overall conclusion of the project. overview of FMCG industry and information about the CAVINKARE where I have done my project. The Channel sales management in the FMCG industry. with our competitors products which have been visited by sales team. 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. promotional activities and retail penetration.
Large base: With a population of 1 billion people. the focus shifted from the urban to the rural areas. The total number of rural households is expected to rise from 135 m in 2002 to 153 m in 2010. India is a big market for FMCG companies.1 bn. Around 70% of the total households in India reside in the rural areas. Rural and urban potential Urban Rural Population 2001-02 (m household) 53 Population 2009-10 (m household) 69 % Distribution (2001-02) Market (Towns/Villages) 28 3.000 Source: Statistical Outline of India (2001-02). Also. The Indian FMCG sector is the fourth largest sector in the economy with a total market size of around US$ 13.768 135 153 72 627. Also. which represents the largest potential market in the world. In this article. the government had put a lot of emphasis on the development of the smallscale sector. However.‘To track availability and visibility of the product in the outlet’ INDUSTRIAL BACKGROUND India is an important market for FMCG players. The existing companies like HLL were purely focused on the urban areas. During 1950's to 1980's. NCAER . post liberalization the scenario changed marking the entry of the MNCs into the country. we shall take a look at the importance of India for FMCG players. there was low investment in the sector as the purchasing power was low.
. penetration level in most product categories like jams. hair wash etc. Apart from the demand for basic goods. This would unleash a latent demand with more money and a new mindset. The rising aspiration levels. Changing lifestyles: Rising per capita income.a large consumer goods spender: An average Indian spends around 40% of his income on groceries and 8% on personal care products. The average consumption by rural households is much lower than their urban counterparts. the market potential is expected to expand further. 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. increase in spending power has led to a change in the consumption pattern. increased literacy and rapid urbanisation have caused rapid growth and change in demand patterns. an increase of 30%. convenience and luxury goods are growing at a fast pace too. 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. This is more visible when comparison is done between the rural and the urban areas. Low penetration and low per capita consumption: Due to the large size of the market. With growing incomes at both the rural and the urban level.‘To track availability and visibility of the product in the outlet’ India . toothpaste. Existence of unsaturated markets provides an excellent opportunity for the industry players in the form of a vastly untapped market as the income rises. in India is low. skin care.
4 0.4 88. as the income rises.6 37.9 Washing Powder 86.1 48.1 Detergent Bar Toilet Soap 88.5 74.‘To track availability and visibility of the product in the outlet’ Penetration % Category Deodorants Toothpaste Skin Cream Shampoo Utensil Cleaner Instant Coffee All India % Urban % Rural % 2.9 14. Also.5 90.6 22 38 28 6.6 2.1 87.9 31. .4 97.1 59.6 17.9 15.7 91. A rise in per capita consumption. with improvement in incomes and affordability and rising urbanization is further expected to boost FMCG demand. the shift from unbranded to branded products is expected to be more evident.5 Apart from low penetration.5 52.8 31.6 91.8 84. 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.6 5.
rising disposable income. . Overall they account for approximately 4% of FMCG sales today. which will rise to US$ 1. poor infrastructure. Retailing-the new growth area: Modern trade accounts for 9% of FMCG sales in metros.. the FMGC market is set to take a big leap in the coming years. intense competition would be the key challenges.150 by 2015. With nearly 220 malls expected to come up in the next four to five years in the country. Easy raw material availability and low labour costs have resulted in a lower cost of production.‘To track availability and visibility of the product in the outlet’ Outsourcing hub: India has a vast resource of raw materials across different products. intense competition between the organised and unorganised segments and low operational cost. the FMCG market is all set to treble from US$ 11. changing consumer expenditure pattern and increasing number of middle class families. The FMCG sector is characterised by a well-established distribution network. Apart from the advantage in terms of ample raw material availability. India's per capita disposable income currently stands at US$ 556 per annum. the demand for products is expected to be higher. Looking ahead. existence of lowcost labour force also works in favour of India. However. With the rise in the share of the middle class. As per the BRIC report. As a result India has become a base for many MNCs like HLL and P&G as an outsourcing hub. Nevertheless.6 bn in 2003 to US$ 33.4 bn in 2015. the affordability of a product or a service to a rural consumer with low disposable income.. with the rapidly growing economy.
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 track availability and visibility of the product in the outlet’ Objectives To track all the outlet as sales team been covered. To Identify the wholesalers and to bring them under Stockiest Route list in Mumbai zone.
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. 5) It will also help us to identify the area of improvement in brand. Due to availability of large number of competitors and also company wants better Coverage for their Products.‘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. 3) To tackle the situations like stock-out. . 4) To be a growth engine.
Non Covered Retail & Medical Shops so in future these Medical shops can be covered for business development. 3. 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’ Scope of the Project 1. 5. Project gives the detailed information about all the Retail & Medical Stores in Thane zone. 4. 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. This report gives information about cover . 6. 2. 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. . This project is having importance in the improvement of personal Care Products.
Route consist of 40 outlet. of shops in Mumbai zone. And DRCP route list shows total no. of retail &medical shops where our all personal care products are available. medical & distributor route list: After analyzing the market there is a need to know detailed information about retailer &medical shops in Mumbai zone. also we tract availability and visibility of our product in the outlet. . 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 it very easy to identify the non covered retail & medical shops by mapping. This is very helpful to analyze entire mumbai zone for further research. After that we comply the data send to 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. Therefore hole two month I have to go with sales man to acquire a complete knowledge about retail& medical stores’ market.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. Mapping: Retail & medical list shows the total no. For example. route list of medical stores in Mumbai is collected from Mr. Hership Vora (Mumbai zonal manager). with our competitors products which have been visited by sales team. Mumbai all retail.
scratch coupons. PROMOTIONAL ACTIVITY: . place price. ADVERTISING.‘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: . promotion.It helps which products or brands less RPS (Retails Performance Standard) or market share. packaging.It helps to the sales dept. free sampling of the product. SALES: . etc. and also promotional activity like display the products in the outlet. Which products or brands have less or more market share? Even it helps to change strategy 5P’s product. Services by sales person. They focus on that particular product or brands have more advertising to aware to the end customers. about the coverage of RS (Re-distribution Stockiest). and also selling concept.With that data it helps to Marketing Dept. .
2. Thus the interpretations of the study cannot be generalized. 4. The research was conducted in the region of mumbai Zone in 2010.‘To track availability and visibility of the product in the outlet’ Limitations 1. Mostly respondent are retail wholesalers. This Research can be done in other Area. This research is restricted only for personal care products 5. The response that I have taken from the retailers can be wrong . 3.
‘To track availability and visibility of the product in the outlet’ Chapter II .
K.cavinkare. India C.‘To track availability and visibility of the product in the outlet’ Company Profile Cavinkare Company Type Privately held Consumer goods 1983 Chennai area. Ranganathan Operating 1000 http://www.com 2000 crore 400 crore 250 crore 800 crore Industry Founded Headquarters Key person Status Employees website Revenue Operating income Net income Total Assets .
K. CavinKare Group has crossed a turnover of 8819 million INR in 2009-2010. 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. The company offers quality Personal care (hair care. With innovative Entrepreneur C. The Company has employee strength of 576. constantly supports the various divisions in their endeavour. The Company. The Company that began its journey as Chik India Ltd was renamed as CavinKare Pvt. The company now markets ten major brands. Smart marketing and clear product positioning not only ensured CavinKare's growth but also helped the company broaden its product portfolio extensively. having established a firm foothold in the national market. CavinKare has achieved a competitive edge with sound understanding of mass marketing dynamics. equipped with latest equipment and technologies. CavinKare started out as a small partnership firm. CavinKare emerged into a successful business enterprise. Ltd (CKPL) in 1998. stakeholders and employees".‘To track availability and visibility of the product in the outlet’ Success is a journey not a destination. Over the years. Ranganathan at the helm. an all India network of 1300 Stockists catering to about 25 lakh outlets nationally. CavinKare. CavinKare's astute professionalism. " 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. CavinKare began with a young mind choosing the road less taken. A dedicated Research & Development centre. 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. . is increasing its popularity in the international arena. In 1983 with a single product. skin care. Today. innovative products and consistent quality are results of its significant corporate practice.
Vice President Finance Vineet Trakroo. Product Manager . Brand Manager Krithika Rangan. Executive Director Rosa Rency Binu. Chairman and Managing Director Muthu Elango. Vice President Sales. General Manager Marketing Ramesh Vishwanathan.Personal Care and Foods Division Amarjit Mishra.‘To track availability and visibility of the product in the outlet’ MAJOR PLAYER Organizational Chart C. Ranganathan. Vice President Marketing Milan Wahi. Media Manager Megha Agarwal.Maa Fruit Drinks .
‘To track availability and visibility of the product in the outlet’ Vision: To be the best truly global consumer products company Business Strategies: Drive Growth Fund Growth Become the Best Place to Work Values: Caring Global Teamwork Continuous Improvement .
‘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: .
‘To track availability and visibility of the product in the outlet’ SKIN CARE PRODUCT FAIRVER CREAM : FAIRVER FRUIT: .
‘To track availability and visibility of the product in the outlet’ SPINZ TALCUM POWDER : SPINZ PERFUMED DEO : HI – 5 DEO: .
‘To track availability and visibility of the product in the outlet’ HOME CARE PRODUCT TEX : TOPP –MOPP: .
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’ III) Benefits given by company 1) To Trainee : 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. 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. c) Reimbursement : Company has given me Reimbursement during training.
‘To track availability and visibility of the product in the outlet’ Chapter -III .
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. In this way information system design theory is used for Business development in this Project. completion. 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. This information have help them to cover the non covered medical Shops and Pharma wholesaler to sub Stockist. This information I had handed over to the Business Development Manager. 2) Concept Development (by Kotler and cooper’s): Kotler´s and Cooper´s approach about New-Product Development are first introduced. It will also encourage the academia to work on this theory for its improvement. and validation. In this Project I have Identified and collected information about Non covered Medical Shops and Pharma wholesalers in Vasai Zone. 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. 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. .‘To track availability and visibility of the product in the outlet’ Theoretical Background.
In the cavinkare for the secondary order the salesman of distributor visit the shops for the purpose of order. 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. 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 . In some area where the sale is very good in those areas the visit of salesman is twice in a week. Retailers are responsible for secondary order that they have to put to distributor. Distributor has to put the primary order to company.‘To track availability and visibility of the product in the outlet’ II) Data Analysis & Interpretations : MAINTENANCE OF PRIMARY AND SECONDARY ORDER PRIMARY ORDER: The order that has been put by distributor to company is called as primary order. SECONDARY ORDER: The order put by retailer to distributor is called as secondary order. At the cavinkare for the primary order distributor has to send the company. Some times I thought that the salesman are not working properly or they are not taking order properly.
‘To track availability and visibility of the product in the outlet’ Visibility of CavinKare products in the market Visibility 15% 10% 5% 10% 30% 10% 20% Chik Shampoo Nyle Shampoo Indica Dye Fairever Cream Hi5 Deo Spinz Powder Spinz Deo Availability of shop 1400 1200 1000 800 600 400 200 0 1 TOTAL SHOP SHUT DOWN N/A CLOSED .
624 pcs Fairever fruit fcrm 25g .00) Chinni's pickle 10g x 720 west (0.50 ) Chik 8 ml (1.50) Adidas body spray 150 ml.12 pcs Adidas shower gel 250 ml .05.00 ) Chinni's pickle 13g x 720 west (1.12pcs Adidas anti persperant deo 150 ml 12pcs Chik satin 7ml-1200 pcs Chik satin 25 ml -192 pcs Chik satin 40 ml -144 pcs Chik satin 100 ml -120 pc Chik satin 200 ml -48 pcs Chik satin 400 ml-24 pcs Fairever fairness 9g-624 Fairever fairness 25g-144pcs Fairever fairness 50g-72 pcs Fairever fairness 80gFairever fruit fcrm 9g .24pcs Adidas eau de toilette 100 ml .144 pcs Fairever fruit fcrm 50g .12 pcs Adidas eau de toilett 50ml .60pcs Stock provided by Available company stock Difference 5 4 1 9 2 7 18 5 3 7 2 1 14 3 1 10 4 1 9 1 14 2 8 1 3 6 -7 0 0 1 1 3 2 7 9 13 10 2 2 2 0 2 8 7 1 -2 0 7 7 5 3 .72 pcs Indica black -420 pcs Indica 10 min Nyle 4ml -1600 pcs Nyle 8ml -1260 pcs Nyle 100 ml .2010 Boxes Chik 4 ml (0.24 pcs Adidas after shave 100 ml .‘To track availability and visibility of the product in the outlet’ PHYSICAL STOCK CHECK REPORT Rs name: balak sales agency Town: Mumbai Date: 28.
240pcs Nyle body lotion 100 gms .24 pcs Nyle cold cream 9 gms .96pcs Acp Drcp Rssm prodctivity data Retail data card - Yes Yes Yes Yes Total cases 286 200 86 .24 pcs Spinz deo 150 ml (male) .192 pcs Spinz talc 50g .36pcs Nyle 450 ml .120pcs Nyle body lotion 200 gms pcs 6 6 Nyle petroleum jelly 7-10ml .60 pcs Nyle strenth 200ml .180pcs Nyle cold cream 100 gms pcs Nyle cold cream 200 gms pcs 3 11 9 33 13 3 7 6 5 6 30 10 5 4 -3 6 3 3 3 -2 3 6 5 1 Nyle body lotion 25gms .160 pcs Spinz talc 100g .24 pcs Spinz talc 20g .192 pcs Nyle strenth 450ml .450pcs Nyle petroleum jelly 60ml .24 pcs 18 22 34 4 5 14 13 26 3 3 4 9 8 1 2 Spinz deo 75 ml .24 pcs Spinz deo 150 ml .12pcs Nyle strenth 100ml .624pcs Nyle cold cream 60 gms .24pcs Nyle 900 ml .96 pcs Spinz talc 400g .‘To track availability and visibility of the product in the outlet’ Nyle 200 ml .
‘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 .
with our competitors is very important because ultimately direct effect on company sales . 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. the ball lies in court of cavinkare marketer It is all about how they approach the market.‘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. availability and visibility of our product in the outlet.
‘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. 3) How many outlets (Stores) do you have? __________. 1) Do you keep CavinKare Products? Yes No 2) Which brands do you keep? __________. 5) What is your Annual Turnover? ___________. 4) How many SALESMAN do you have? __________.
org/wiki/Fast_moving_consumer_goods.wikipedia.cavincomm.org Marketing Management. Ltd.cavinkare/profile http://en.Philip Kotler www.com/eps . YLR Moorthi. www. Vikas Publishing House Pvt. Brand Management – The Indian Context.ibef.cavinkare. www.‘To track availability and visibility of the product in the outlet’ Bibliography.com www.