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Future Institute Of Management

Summer Internship Report 2010
Submitted By Kushal U. Agarwal

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Project Mentor: Mr. Saumitra Varma PROJECT TITLE Identification of top industry outlets for personal care products in a specific geography and plans to introduce our products to such outlets.
Submitted By Kushal U. Agarwal - Future Institute of Management

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Table of Contents
Acknowledgement Executive Summary Leadership at ITC ITC s Vision & Mission
Corporate Strategy Future Positioning

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About Products under the Personal Care Category Fiama Di Wills Portfolio Vivel Portfolio Superia Portfolio
Current Setup ITC s Distribution Chain Major Competitors Supply Chain Model Availability according to various segments Research Methodology & Methods Of Research Process for the project Top Industry Outlets at Andheri Top Industry Outlets at Dahisar Recommendations Learnings & Future Scope References Questionnaire

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Saumitra Varma. my mentor at Future Institute of Management for the Summer Internship. I would like to express my sincere thanks to all those who helped me during my stint at ITC. Last but not the least. Neerav Mehta. I would like to present this project report to ITC Ltd. Vikas Sharma and the entire HR team for their constant support and encouragement. without his valuable suggestions this project would have not been possible in its present shape.ACKNOWLEDGEMENT With immense pleasure. It has been an enriching experience for me to undergo my summer internship at ITC. As a student of Future Institute of Management. Mumbai. 4 . which would not have been possible without the goodwill and support of the people around. I would like to take this opportunity to thank Mr. I would like to thank the entire ITC team for providing me an opportunity to work with them. I am highly indebted to Mr. for having guided me all through this project. I would like to express my gratitude to Mr.

The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. ITC is one of the country's biggest foreign exchange earners (US $ 3. effective supply chain management and acknowledged service skills in hoteliering. This transformational strategy. ABOUT THE COMPANY: ITC is one of India's foremost private sector companies with a market capitalisation of over US $ 22 billion and a turnover of US $ 6 billion. As one of India's most valuable and respected corporations. Information Technology. Paperboards. superior brand-building capabilities. Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes. Agri-Business. Branded Apparel. Stationery. which has already become the subject matter of a case study at Harvard Business School. ITC has a diversified presence in Cigarettes. Hotels. Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine. ITC's Agri-Business is one of India's largest exporters of agricultural products. Packaging.* ITC is rated among the World's Best Big Companies. Personal Care. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". ITC ranks among India's `10 Most Valuable (Company) Brands'. ITC is widely perceived to be dedicatedly nation-oriented. the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. in a study conducted by Brand Finance and published by the Economic Times. Packaging and Agri-Exports. it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery. Paperboards & Specialty Papers. Personal Care and Stationery. Branded Apparel." ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach. Over time. ITC also ranks among Asia's 50 best performing companies compiled by Business Week.Executive summary ORGANIZATION: ITC Ltd. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part. is 5 . In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. Packaged Foods & Confectionery.2 billion in the last decade). Hotels. among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today.

and the need for supervision and control. The Company continuously endeavors to enhance its wealth generating capabilities in a globalising environment to consistently reward more than 3. The strategic management of the Company rests with the Corporate Management Committee comprising the wholetime Directors and members drawn from senior management. ITC was the first company in India to voluntarily seek a corporate governance rating." Leadership at ITC Flowing from the concept and principles of Corporate Governance adopted by the Company. headed by the Chief Executive.expected to progressively create for ITC a huge rural distribution infrastructure. This three-tiered interlinked leadership process creates a wholesome balance between the need for focus and executive freedom. ITC employs over 26. Each DMC is responsible for and totally focused on the management of its assigned business. as trustee of shareholders. carries the responsibility for strategic supervision of the Company. leadership within ITC is exercised at three levels. significantly enhancing the Company's marketing reach. ITC Infotech has carved a niche for itself by addressing customer challenges through innovative IT solutions. ITC s Vision Sustain ITC's position as one of India's most valuable corporations through world class performance.000 shareholders. 6 .53. This over-arching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value. fulfill the aspirations of its stakeholders and meet societal expectations. For the nation. For the Shareholder. safety and environment management systems. provides IT services and solutions to leading global customers. ITC s Mission To enhance the wealth generating capability of the enterprise in a globalising environment. ITC Infotech India Ltd. productivity. ITC's production facilities and hotels have won numerous national and international awards for quality. ITC's wholly owned Information Technology subsidiary. delivering superior and sustainable stakeholder value.000 people at more than 60 locations across India. creating growing value for the Indian economy and the Company s stakeholders. The Board of Directors at the apex. The executive management of each business division is vested with the Divisional Management Committee (DMC).

Corporate Strategy  Sustain multiple drivers of growth. matching internal capabilities with emerging market opportunities  Pursue World class competitiveness in all businesses and across the entire value chain  Best-in-class in terms of:  Internal Vitality  Market Standing  Profitability  Strategy of Organisation and Governance processes geared to manage multiple businesses  Blend core competencies and leverage ITC umbrella strengths to create new avenues of growth. Future Positioning of ITC A leading FMCG player in India VPN PROVIDING SCM. ERP & CRM CAPABILITY F A R M E R S E-CHOUPAL RURAL TWO-WAY FULFILLMENT CAPABILITY Cigarette Trade Marketing capability EXPANDED FMCG DISTRIBUTION CAPABILITY M A R K E T S BRANDED FOODS LIFESTYLE RETAILING MATCHES & SOAPS & AGARBATTI SHAMPOOS S A BASIS FOR STRATEGIC PARTNERSHIPS WITH OTHER FMCG BRAND OWNERS 7 .

In the short period since its entry. The product formulations use internationally recognised safe ingredients. Extensive insights gained by ITC through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior. subjected to the highest standards of safety and performance. 'Fiama Di Wills'. 8 . ITC forayed into the Personal Care business in July 2005. ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. ITC's Personal Care portfolio under the 'Essenza Di Wills'. ITC's personal care portfolio brings world-class products with clearly differentiated benefits to quality-seeking consumers.About Products under the Personal Care Category In line with ITC's aspiration to be India's premier FMCG company. Contemporary technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal. recognised for its world-class quality and enduring consumer trust. ITC has already launched an array of brands. each of which offers a unique and superior value proposition to discerning consumers. differentiated products that meet the consumer's stated and innate needs. Anchored on extensive consumer research and product development. 'Vivel Di Wills' 'Vivel UltraPro'. 'Vivel' and 'Superia' brands has received encouraging consumer response and is being progressively extended nationally.

Each of these is designed to deliver a specific hair benefit to the consumer : y y y y y Everyday Mild (with extracts of Thyme & Juniper) is a gentle caring shampoo suitable for regular use. which is a natural UV absorber. Fiama Di Wills products are targeted at the young. silky and strong and is ideal for weak. The fragrances. Silky Strong (with oils of Macadamia Nut and Babassu) helps make hair smooth. a premium range of personal care products comprising shampoos. today. offer a range of five variants.Fiama Di Wills Portfolio In September 2007. ITC launched Fiama Di Wills. providing gentle and effective care. Each of these shampoos can be complemented with Fiama Di Wills Polishing Drops conditioner. leveraging the expertise of International product formulation specialists. conditioner. tomorrow. The Fiama Di Wills product line also consists of a 3-variant range of transparent shower gels which are unique as they come with suspended beads: 9 . soft and smooth. The Fiama Di Wills range combines the goodness of nature and science. Fiama Di Wills Shampoos developed in collaboration with Cosmetech Labs Inc. limp hair. easy to style and is ideal for dull to normal hair. damaged hair. aware customers who are confident of themselves and seek indulgences that make them feel alive and beautiful. shower gels and bathing bar. The Fiama Di Wills product portfolio has been developed by scientists at the ITC R&D Centre. Aqua Balance (with extracts of Magnolia Blossoms & Watercress) is a gentle moisturizing shampoo ideal for dry. The range combines exotic naturals like Sage. Shine in Style (with extracts of Chamomile and Green Tea) makes hair shiny and manageable. USA. It also gives the additional benefits of UV protection as it contains Sunflower Seed extract. Magnolia blossoms and the best of contemporary science like Hydro Restorative System and Cuticle Restore Technology to make the consumer feel beautiful. Watercress. This gentle conditioner enriched with Avocado Oil and Burdock extract promises to make hair shiny. aesthetics and packaging have been developed in collaboration with European specialists. Volume Boost (with extracts of Rosemary & Sage) is a gentle volumizing shampoo ideal for thin. modern.. dull hair.

Backed by deep consumer insights. 25 for 110 grams. extracts of bearberry leaves and black currant) is for stimulating fre shness. The first variant to be introduced in this range is Soft Green.brand SkinSense. have a transparent look. Protein keeps skin moisturised. This differentiated range of bathing bars offers the consumer a delightful bathing experience. moisturized skin.Mild Dew (contains soft beads. these Gel Bathing Bars are shaped like dew drops. Sea Weed and lemongrass. These bathing bars are dermatologically tested and proven mild and contain the goodness of natural exotic extracts like Peaches. radiant and smooth. This is a gentle caring bathing bar. Avocadoes. Exotic Dream (contains glitter beads. are: Mild Dew . this proprietary gel bathing bar is a result of years of extensive research and development by the scientists at the ITC R&D Centre. smoother skin. Clear Springs (contains jojoba beads. healthy. a transparent liquid gel has been solidified into a bathing bar so that consumers get a superior bathing experience. rich creamy lather. 10 . Uniquely crafted. extracts of peach and avocado) is for soft. A first of its kind. The Fiama Di Wills range of bathing bars has been launched under the sub . that helps enhance retention of skin proteins giving 6 pro care. extracts of sea weed and lemongrass) is for clear. The shower gel in a bathing bar format which has been crafted through a unique and patented freezing technology. supple. and a great long-lasting fragrance.Contains extracts of lemongrass & sea weed which gives Clear skin The Fiama Di Wills transparent Gel Bathing Bars are available at an attractive price of Rs. Fiama Di Wills recently launched a range of transparent gel bathing bars.Contains extracts of peach and avocado which moisturise the skin Clear Springs . youthful. Launched in two variants that offer specific different skin benefits. even toned.

The shower gel contains extracts of exotic naturals like sea minerals and blue lotus. exclusively for men.Fiama Di Wills has expanded its range of personal care products by introducing Aqua Pulse shower gel. This blue transparent shower gel refreshes and keeps skin healthy. 11 .

Protection and Moisturisation through one product. All products offer a unique value proposition of bringing together ingredients that provide the benefit of Nourishment. ITC expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel brands. cater to the specific needs of a wide range of consumers. Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft. Vivel Silk Spring is enriched with Green Apple extracts and Olive oil which help in making skin smooth. Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin. a range of soaps.Vivel Portfolio Between February and June 2008. Vivel Di Wills Sheer Crème is enriched with Shea Butter. keeping it healthy and beautiful. which makes her beautiful and confident. The Vivel range of soaps is available in five variants:Vivel Young Glow is enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin. Vivel Di Wills Sheer Radiance is enriched with Olive Oil. Vivel Di Wills. The Vivel Di Wills range of Soaps is available in two variants. Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-mid and mid-market consumer segments. and Vivel. 12 . It adds shine to hair. a range of soaps and shampoos. The Vivel range of shampoos is available in three variants:y Vivel Shine & Glow is suitable for dull to normal hair and is enriched with Green Tea Extract and Conditioners. Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment. to provide skin lustre to make it radiant. hence providing the ever discerning consumer complete care. to moisturize skin to make it soft and supple.

The products under the Superia brand are made from scientifically developed formulations enriched with natural ingredients that have traditionally been known to be good for the skin and hair. It makes hair soft and fragrant. Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners. Fragrant Flower: with the fragrance of Rose & Lavender Oil 2. Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation. The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the umbrella brand Vivel in December 2008. It adds volume and bounce to hair. Soft Sandal: with the fragrance of Sandal & Almond Oil 3. Superia Soaps are available in four variants : 1. The range offers consumers access to some of the best-in-class products in vibrant attractive packaging. Natural Glow: with Neem & Coconut Oils 4.y y Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. Healthy Glow: with Orange Oil 13 . Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia Portfolio The Superia range of soaps and shampoos have been launched to cater to the large popular market in the personal care category.

Superia shampoos are available in two variants: 1. Vibrant Green with Triple Conditioners and the natural goodness of Amla & Arnica extracts. Another addition to the Superia shampoo portfolio. 14 . Superia Maxi Protect Active Health shampoo contains Dandruff Fighter along with Vitamins & Soya Protein. It fights multiple types of dandruff causing germs and leaves hair & scalp feeling clean & healthy. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus & Brahmi extracts. 2.Superia shampoos with triple conditioners and natural ingredients bring a natural shine to hair.

4) Logistics & Externalities: Logistics would include the primary costs. frequency manufacturing. 3) Production: Channel matrix would be required for setting up of Primary costs. one would concern himself with understanding: 1) Products: The total number of SKUs and Product types lead to complexity in Supply Chain. The externalities would be the tax structure (CST and LST along with advent of VAT and possibility of reduction in CST) warehouse. The demand centers (wholesale) 15 . Other features like Manufacturing lead time. secondary costs and warehouse costs. Typically service level should be high for major volumes. 2) Demand pattern: (across all SKUs) would be the key factor in warehouse location. service levels and agility of the supply chain. which is possible by good stock cover at distributor points) would be deciding the total secondary costs.Current Setup To understand and improve the distribution strategy. supply variability and capacity constraints would decide the cost.

where the product is manufactured. 16 . to the retail outlets.ITC s DISTRIBUTION CHAIN The distribution chain of ITC for the conventional trade channel comprises of the following structure of from the factory.

1 2) Jo 3) Dyna 4) Santoor 5) Chic 6) Nyle 7) Lux 8) Dove 9) Sunsilk 10) Pantene 11) Garnier Fructis 17 .Major Competitors 1) Godrej No.

Supply Chain Model 18 .

Availability according to the various segments 100 80 60 40 20 0 Lower Income Superia Godrej No.1 Jo Dyna Santoor Chic Nyle 19 .

96 94 92 90 88 86 Middle Income Vivel Lux 100 80 60 40 20 0 Higher Income Dove Fiama Sunsilk Pantene Fructis 20 .

21 . Problem Identification. (Rajchandra Agencies) and carried out the same research of finding out the availability of our products and found that though our products were available at most of the outlets but still there were some outlets who did not have our products wanted higher trade margins or even better discounts as compared to what our competitors gave or had issues relating to the delivery men. 2) After that I was at Dahisar s W.Research Methodology A. 3) After completing the areas I started keeping a track of the returned bills on a daily basis and found that on an average the delivery men do not make deliveries of 17 bills out of approximately 130 bills made on a daily basis. Methods of research Direct Perosnal Interview asking questions related to the project to the retailers about the availability of the products.F.D. discounts offered by the competitors and schemes run by them in all the various segments. B.M Traders) and carried out the research for finding out the availability of our products and found that our products were available at most of the outlets. (A. Process Carried out by me for the project 1) First ten days I was at Andheri s W. Recommend Action Plan to implement and increase the sales. Study the existing availability of our products and competitors products at the outlets.D. 4) The stocks were verified personally by me and found that the complete range of SKU s were not there at the WD s warehouse. C.

Shah Medical Dinesh General Store Lakshmi General Store Bhagwati Store Shah Roopshi Mahavir Medical Welcome Super Market Sonu Super Market Variety M & G Store Lucky Super Market Lobo Provision Honesty General Store Shah Lakhanshi Tesh 22 Shampoo Mahalakshmi General Store Yasmine Store First Choice Super Market Saba Supari Store Shraddha Medical Store Bhagwati Medical & General Store Shiv Kripa M & G Store Diamond Medical Shree Ganesh Store Jai Jagdamba Amar Medical Deep General Store Charla General Store Fair Deal Chemist Salman Medical Alfa Stores Raza Soap Center Sagar Oil & Soap Adarsh General Store Shree Ganesh Tobacco Maharashtra Store Shree Ram General Store Uday Medical D.T.Top Industry outlets identified on the basis of the stocks held by them at Andheri Area / Route Takshila Soap Mahalakshmi General Store Yasmine Store First Choice Super Market Saba Supari Store Shraddha Medical Store Bhagwati Medical & General Store Shiv Kripa M & G Store Diamond Medical Shree Ganesh Store Jai Jagdamba Amar Medical Deep General Store Charla General Store Fair Deal Chemist Salman Medical Alfa Stores Raza Soap Center Sagar Oil & Soap Adarsh General Store Shree Ganesh Tobacco Maharashtra Store Shree Ram General Store Uday Medical D.T. Shah Medical Dinesh General Store Lakshmi General Store Bhagwati Store Shah Roopshi Mahavir Medical Welcome Super Market Sonu Super Market Variety M & G Store Lucky Super Market Lobo Provision Honesty General Store Shah Lakhanshi Tesh Irla Behrambaug Pumphouse Chakala Millat Nagar Baman Wada .

T. Gupta Balaji Super Market Shree Kalika Pharma Shahana M & G Store Ambika Store Top Industry outlets identified on the basis of the stocks held by them at Daihsar Area Ganesh Santosh Nagar Soap Chamunda Store Swaminarayan Store Vasant Store Sai Dham General Store Pankaj Store Royal Soap Patel Super Market Hariya Store Shree Kishna Dhanya Bhandar Raj Oil & Soap Siddhivinayak General Stores Valabhdas Popatlal Shampoo Society Store Paras General Store Suvidha M&G Store Jai Bhawani Kirana Royal Soap S. Gupta Balaji Super Market Shree Kalika Pharma Shahana M & G Store Ambika Store C.op Stores Ashapura Medical & General Stores 23 Momaima Super Market Shree Shiv M&G Store Pal Dairy Suyash Traders Lakshmi Store Shree Chamunda Paveshwar Medical Anand Medical Sainath General Store Navjeevan Medical Vallabh Nagar Co.V.op Stores Ashapura Medical & General Stores Yogi Nagar .Marol Maroshi C. Road Shree Kishna Dhanya Bhandar Raj Oil & Soap Siddhivinayak General Stores Valabhdas Popatlal Satyam Stores Mahavir Store Hari Om Society Momaima Super Market Kaju Pada II Shree Shiv M&G Store Pal Dairy Suyash Traders Lakshmi Store Shree Chamunda Paveshwar Medical Anand Medical Sainath General Store Navjeevan Medical Vallabh Nagar Co.V.

P.B.B. Kirana Pathak Pan Beedi Gogari Anna Bhandar Ramkrishna Medical Shiv Shakti Sona Chemist Gala General Store Krishna General Store Shree Gurukripa Milan Medical Adarsh General Store Dhanlakshmi Stores Prakash Stores Jagdamba General Store 24 Vira Medical Shree Shiv Dedhia General Store Diamond Medical Aadishwar Medical Mahajan Oil Depot Shree Ganesh M&G Store Krishna Medical Shiv General Store Shiv General Store Vasant General Store Shah Mulchand Momaya Store Holy Chemist Hari Om Medical Brijesh Medical Nirankar Medical Jai Veera General Store Gaytri Medical Prashant Medical Daulat Nagar Consumer Society Mahadev Medical Vipul General Store Shiv Medical Mahavir Medical S.Hariya Chemist Shakti Store Hariya Chemist Shakti Store Anand Nagar I S.V. Kirana Gogari Anna Bhandar Ramkrishna Medical Paresh General Store Shiv Shakti Sona Chemist Krishna General Store Milan Medical Adarsh General Store Dhanlakshmi Stores Prakash Stores Jagdamba General Store Ashokvan Shivaji Nagar . Road Vira Medical Shree Shiv Dedhia General Store Diamond Medical Aadishwar Medical Mahajan Oil Depot Shree Ganesh M&G Store Krishna Medical Shiv General Store Shiv General Store Vasant General Store I C Colony Ketkipada Daulatnagar Anand Nagar Holy Chemist Hari Om Medical Brijesh Medical Nirankar Medical Jai Veera General Store Gaytri Medical Prashant Medical Daulat Nagar Consumer Society Mahadev Medical Vipul General Store Shiv Medical Mahavir Medical S.

Kanderpada Navagaon Kokanipada Shivshakti LIC Colony Vinayak Soap Mahavir Apna Bazar Modern Masala Chandan Medical Reliable Medical New Mahalakshmi Mosam General Store Mahalakshmi Super Market Link Way Chemist Shree Ambika Store Shree Shakti Soap Society General Store Ekta General Store Lakshmi General Store Sadguru General Store Saikripa General Store Savitri General Store Vinod General Store Shiv Shankar General Store Rohit General Store Dhanlakshmi General Store Divyaraj Dry Fruit Maharashtra Dhanya Bhandar New Vinay Medical Ambika Store Gurukripa Store Khodiyar General Store Shree Bhavani Medical Nagesh Medical Shree Kamleshwar M&G Chheda Medical Shukla Chemist Welcare Chemist Patel Store Shakti Anna Bhandaar Bhakti Medical Jalaram Provision Tirupati Medical Aadishwar Medical Shahu General Store Nanil Store Jalaram Provision 25 Vinayak Soap Mahavir Apna Bazar Modern Masala Chandan Medical Reliable Medical New Mahalakshmi Mahalakshmi Super Market Sati Mata General Store Shree Shakti Soap Siddheshwari General Store Lakshmi General Store Sadguru General Store Saikripa General Store Savitri General Store Vinod General Store Dhanlakshmi General Store Divyaraj Dry Fruit New Vinay Medical Ambika Store Gurukripa Store Shree Bhavani Medical Nagesh Medical Shree Kamleshwar M&G Chheda Medical Shukla Chemist Welcare Chemist Tirupati Medical Aadishwar Medical Shivam Medical Welcome M&G Store .

Store Kailash M&G Store Rajvadi General Store Janta Market Piyush M&G Store Uttam Soap Center Purjabi Store Ramdev Medical Lakshmi Narayan General Store Bhagwati Medical Darshan Medical Kailash M&G Store Piyush M&G Store Uttam Soap Center Ramdev Medical Lakshmi Narayan General Store 26 .Rawalpada Bhagwati Medical Praful General Store R.K.

This is not acceptable because out of approximately 130 bills made in a day on an average 17 bills are returned which comes upto 13% as return bills which means we lose that much of business. they are just interested in going to the shops and taking the orders. 10) The stocks were personally checked by me and I found that there is a problem of stock out as we did not have the complete range our all our SKU s so that should be taken care of. if they do not get the order they do not force the retailers to keep our products.Recommendations On the basis of the findings. 9) On a daily basis the delivery men on an average do not go to 17 outlets and give excuses such as No Order. 7) Credit is also another issue being faced at the outlets as there is no credit provided to the retailers but the competitor is offering a credit of upto 30 days. 12) Many retailers have problems with our WD. 8) There is a problem of delivery men. No Cash or Closed. 11) There is no enthusiasm amongst the salesmen (DS) to sell the products. 4) For Fiama Di Wills the marketing strategy followed by the company needs improvement because its competitor is showing that it has 1/3rd moisturizing cream but in our product consumers do not find anything. 5) Instead of just providing schemes only to consumers we should also provide schemes for the retailers as they are unhappy with the schemes provided by us and so they hesitate in keeping our products. because of which also they do not keep our products so they should be approached by some of the responsible representatives of the company and a solution to the problem should be worked. 3) For Fiama Di Wills the company should increase the number of advertisements as the demand for the product is still less as compared to other soaps and shampoos in the same category. 6) Discount is an issue which is being faced at most of the outlets as our competitors are providing better discounts to the retailers so the retailers prefer to keep their products. 2) For Vivel and Vivel Di Wills the company should do more of marketing as there is less demand for the product however for Vivel Deo Spirit there is a good demand but there is a problem of stock out so that should be taken care of. 27 . the recommendations are given: 1) The Scheme for Superia (3+1) which has been discontinued should be brought back in the market as all the competitors are providing the same scheme and because the competitors are providing the scheme we will lose out on the market. who are not making proper delivery and their tone is also very harsh towards the retailers because of which the retailers are very unhappy. observations and analysis.

15)Proper training should be provided to the DS so that they have the skills how to sell our products to the retailers as our DS do not have good selling skills. 14)To increase sales and give motivation to the DS we should provide them with better incentives so that they feel the urge to earn more and they sell more. 28 .13) Retailers are ready to keep our products but they expect us to offer them better discounts. 17)Delivery men should be given training on how to interact with the retailers and the importance of them making proper delivery should be explained to them. 16)Proper Route planning should be done so that the number of return bills can be reduced. and if that is done it will help us to make our products more available as compared to our competitors.

29 . 2) I have also learnt how to identify the particular product(s) in between several products available at a particular outlet. Vivel. The above mentioned recommendations can be used by the company to increase the availability and sales for Superia. 3) I learnt the practices followed by various companies to attract consumers and increase the sales for the company. With the help of proper route planning the chances of the delivery not being made can be reduced. Vivel Di Wills. Future Scope This project figured out a means to find the key problems faced by the company for not being able to sell its products as compared to our competitors.Learnings 1) I learnt Selling and Negotation Skills by interacting with the retailers. Fiama Di Wills and the various other products in the personal care category. 4) It s not only consumers who need to be happy to make sales but also the retailers and the whole supply chain otherwise it s difficult to survive. 5) To make sales and succeed we need to offer better discounts and also good service to the consumers otherwise we will lose out on our market share.

itcportal.  www.wikipedia.The search for Industry Best Practices that lead to Superior Performance.com 30 . (1989).References  www.com  Global Standards: Building Blocks for the FutureCAMP. Robert C. ASQC Quality Press.  Benchmarking.

Questionnaire 1) Which products do you have in the soap category? Superia Godrej No. 1 Vivel Lux Dove Fiama Di Wills 2) Which products do you have in the Shampoo category? Superia Chik Nyle Vivel Sunsilk Pantene Fiama Di Wills Garnier Fructis 3) What is the discount which our competitors are offering? 4) What problems do you face from our side in terms of delivery. order taking or any other terms? 5) Why don t you keep our products( for retailers who do not keep out products)? 6) Is the delivery being made on time? 31 .