A case study on Channel

Management, Market
Development, Distribution
and Coverage

THE STORY OF A
WATER TANK
 THE STORY OF A WATERTANK
Vikravandi is a small Panchayat village in erode district with about 700+ families with apop of about
4000. It has its own Govt.School and Co-Operative society. Agriculture is main source of income for
these families. They mainly cultivatepaddy along with seasonal grams and vegetables. Farmers used to
take their produces to Dharapuram which is 30kms from Vikravandi and sell them. For Agriculture they
majorly depend on rain water and well water. Due to poor rain, water level in the well decrease which
results in poor cultivation and also people suffer for drinking water.

After countless petitions to District Collector, the Government agreed to construct awater tank in this
village to supply drinking water , with a capacity of 20000 litres, 6ft height and 6ft radius

Views of villagers on water tank constructor below.

Parameshwaran: (Age 46, Panchayat Head, Rich Farmer, B.Com Graduate)- This water tank was granted
after tireless effort of villagers. It is the result of their joint effort. Our whole village is waiting for the
completion of this tank. Our generation will depend on this tank for water supply. We should use water
proofing materials as well as any other items required which will make the tank strong .

Villagers: We are all struggling without water tank for last 5years. Government constructed water tank
for our village before 7 years. But that was badly built with poor material . In a few months of
construction, cracks started appearing and iron rods started to error due to wind and rain.One night,
heavy rain with storm damaged the tank and made it almost unrepairable. We hope this tank should be
properly engineered and built so that it can last for next 25years.

Raju: (Raj Mistry cum Govt. Contractor, Age 38, Illiterate).Surface area inside tankis around 320sq.ft. We
need 150bags of cement to construct this.Due to scarcity of sand and high prices of construction
materials, construction cost has skyrocketed from the time I took this contract. Spending on water
proofing is a waste of money. Had our ancestors used these chemicals to strengthen their water
projects. Over and above I dont have budget to do any water proofing for this tank.

Dr. Fixit

Dr. Fixit has been pioneering in constructionchemical industry and the retail segment over a decade with
its range of quality products and services. It is a leading brand with solutions catering to distinct
applications like home, water tanks, thus makeit completely waterproofed with a host of applications
and expert solution

Dr. Fixit is transforming the construction chemical industry and the retail segment with its vision of 'leak
free' & 'damp free' India. Over the years it has empowered contractors with application skills &
techniques to complete projects ranging from simple households to more complex commercial and
Industrial projectstoo . It has consistently raised the bar of the performance of its products and won
Consumer's trust by delivering Quality products developed with the support of cutting-edge R&D
centers (India & Singapore) and its advanced manufacturing facilities. Lets walkthrough on thioer major
products and their cost in depth below that could be used in this water tank construction.
 THE STORY OF A WATERTANK
Products

Dr. Fixit Pidicreet URP- Helps in water proofing of floors, waterproofing of toilets & bathrooms, small
terraces etc. It reduces shrinkage, prevents cracking, dust pick up & improves abrasion resistance.

1kg can give coverage of 45 Sq.Ft for double coating. It is the cheapest solution available. It can give
water proofing for 15-20years.

Dr. Fixit Pidfin 2k- is a two component cementitious& acrylic flexible waterproofing product&ives a
protective coating. It is specially formulated for swimming pools , pile Heads, water tanks, submerged
tunnels, sumps, bridge decks, marbles, granites.

15kg can give coverage to 100Sq.Ft. for double coat. It is one of the best solution available in market for
Water tank Coating as this product is certified for usage inside water tank. It is considered to be a
lifelong solutioninclbeing non toxic.

Dr. Fixit Pidiproof LW+ is specially formulated integral liquid waterproofing solution for strengthening
building structure. It has capability to arrest leakage, dampness and rod corrosion. It increase the life of
the building.

It has to be mixed with cement in the ratio of 1ltr for 5bags cement.

ANNEXURE-1

Landing Price
Product Quantity
(Rs)
Dr.FixitPidiproof 1L 106
Dr.FixitPidiproof 5L 447
Dr.FixitPidiproof 10L 806
Dr.FixitPidiproof 20L 1440
DR.FX PIDICRETE
URP 1KG 256
DR.FX PIDICRETE
URP 5KG 1200
DR.FX PIDICRETE
URP 10KG 2277
DR.FX PIDIFIN 2 K 3KG 330
DR.FX PIDIFIN 2 K 15KG 1381

Sales and Marketing( S& M ) Governance structure of the Co :

Pidilite products are handled by its 4 divisions. FevicolDivn( FV) , MantDivn ( MNT) , Art and Stationary
(ASF)Divn , Construction Chemical (CC)Divn .

Population strata wise PIL segments its S & M governance into Urban and Rurban. Urban caters to
markets with Population above 50,000 and Rurban caters to population from 50,000 and below .

In Urban S & M governance,we have separate teams to handle each product divisions product portfolio
, while in Rurban all four product divisionsproduct portfolio is handled and serviced by a single team.
 THE STORY OF A WATERTANK
For example, field force of CC Divisionwill have special expertise in Sales, Market development,
Application and Site conversion of Water proofing chemicals. While Rurban field force who handle all
the four divisions may be good in overall knowledge of all product ranges but may not as deep an
understanding of each divisions portfolio in as much detail though they would be having a better overall
knowledge of entire product portfolio of Pidilite product range.

Team structure

Urban team comprises Sales Officer, Market Development Manager, Area Sales Manager, Trained
Applicators Network, and Promoters for visiting sites

Sales officers: Whose primary role is WSS Management, Scouting new projects leads, Secondary Sales (
Distributor to Retail) driving in market, visiting sites, conducting small meets for masons &painters,
building relationship with applicators, masons etc.

Market Development Manager: Training the Field Team and training the applicators. Conducting higher
level of market development meets for Painters and applicators, masons and other influencers

Trained Applicators: Urban team maintains a list of trained applicators, who arecapable to assess and
apply the Dr.Fixitproducts according to the defined application process which can provide better benefit
than when done by local masons.

In contrast, Rurban team comprises of Sales Officer, Market Development Manager, Area Sales Manager
etc.

Sales Officers: Primary role is WSS ( wholesale stockiest or distributor ) management, market
development, end user connect meets with users like carpenters, masons, plumber, electricians,
mechanics, driving secondary sales in the smaller towns. As the towns and villages are far and wide in
the Rurban geography , the SalesOfficer when he visitsthesetowns spends time in both Sales and Market
development activities to optimize both cost as well as improve productivity.

Market Development Manager: Primary role is to train the Sales Officers and has to do Joint site visit
with them and ISRs( third party Interim Sales Reps who help Sales Officers to cover lager Rural
hinterland which a SO finds difficult to handle due to geographical limitations. . He also visits Ongoing
constructions and Potential influencer sites. He does not work individually.

Rurban and Urban both are having direct WSS (stockiest) distribution network as per whichthe
distributor directly takes stocks from the Company depot and service the market. In addition to this, in
Rurban to cater to markets which are smaller in potential and may not have the necessary viable
economics to appoint a direct stockiest and hence ,are following HUB & SPOKE model for these towns.
In this model,a Super Distributor ( SD ) will supply material to sub-stockiest ( SS) and sub-stockiest (SS)
will service the retailers in his village/town and surrounding. While a SD may supply to about 12-15 SSs ,
each SS supplies to 5 to 6 villages including his base town .
 THE STORY OF A WATERTANK
Nearest Urban Stockiest location to Vikravandi is Erode which is 70kms away while nearest Rurban town
is Kangeyam which is only 10kms away and iis a sub-stockist (SS) town. Next bigger Rurban Direct
Stockist Town is Dharapuram which is 30kms away.

ANNEXURE-2

DIVISION STOCKIEST TOWNS STOCKIEST TYPE DISTANCE MARGIN

URBAN ERODE DIRECT STOCKIST 70km 10%
RURBAN KANGEYAM SUB-STOCKIEST 20km 7.30%
RURBAN DHARAPURAM DIRECT STOCKIST 30km 10%

Questions to be answered :

1. Do you think Pidilite should focus on such opportunities in Rural areas?( 100 words Max)
2. How much Pidilite Business in value is involved in water proofing of this project?( provide in atble
product wise quantity.
3. After thorough understanding of the facts of this case
a. Justify how this lead can be known to Rurban Division Filed force? ( 50 words Max)
b. Which Division should service, Rurban vs. Urban( 25 words Max)
c. From which stockiest,material should be supplied (Erode vs. Dharapuram vs. Kangeyam)
?( 25 words Max)
d. Who is the right influencer to be convinced amongst Villagers, Contractors, Panchayat
Head to use Dr Fixit materials in the water tank and why ?( 50 words Max)
e. Which product to recommend? (URP vs 2K)( 20 words Max)
4. Can Urban CC divisions expertise solve this problem or a synergy is required between Rurban
and Urban is required? ( 50 words Max)
5. How to create awareness for water proofing amongst Users (Rural contractors and Raj Mistries)
in a cost effective manner ?( 50 words Max)
6. What is the cost effective way for market development and awareness creation for water
proofing in PoP Strata below 10000 as a strategy ?( 100 words Max).

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