Weekly Report

From:20/06/2011 To: 25/06/2011 Description Day No. of shops covered Monday Tuesday Wednesday Thursday Friday Saturday Area visited Yamunanagar Barada Naraingarh Jagadhri Ambala Shahbad 22 23 21 23 21 19

Yamunanagar: I covered this area on Monday, this market is considered as a wholesale market basically and is an urban market. I asked questions to the retailers regarding BPAC .Many other creams are also available in this market these are: ponds cold cream,Vaseline petroleum jelly, Vaseline moisturising lotion,boroline, and vaseline moisturising cream 247 but main competitor of BPAC in this area seems to be ponds cold cream. Market is very well covered by the distributor and this area is very much affected by tv advertisement. The most demanded sku of BPAC is 19ml pack

Barada

This area was covered by me on Tuesday and this is a rural area but the purchasing power of consumers here is good. This area is very much affected by advertisements and word of mouth,most of the people remember the add of mr. Amitabh bachan in which he was playing role of a pandit. In this area the other creams that are available are ponds cold cream, Vaseline petroleum jelly. Vaseline moisturising lotion and some other local brands are also there. The retailers are not happy there with delivery system of Vaseline this has a favourable effect on the demand of BPAC. The most demsnded sku in this area is 19ml and 40 ml

Naraingarh This is also a rural area and is near the border of Himachal Pradesh. Purchasing power of consumer is not very high in this area The other creams available in this area are boroline, Vaseline petroleum jelly,ponds cold cream. The biggest competitor in this area of BPAC is boroline cream as this area is not much developed advertisements does not have the expected effect on the sales and the cosumer very much depends on the word of mouth of retailer so sales can be increased if interest of the retailer is increased this can be achieved if some schemes are provided to them, price also has a big impact on the sale of the product in this area. The most selling sku in this area is 7ml and 19ml.

Jagadhri This area is a semi rural area and the market here is partially developed. All the major competitor brands of creams are available in this area and BPAC has good hold in this area and ponds cold cream is the biggest competitor of BPAC in this area. Price is not a big factor affecting the sales . Retailers demand high margin in this area and some advertisement material also. The most selling sku in this area is 19ml

Ambala This is an urban area and a developed market. This area has again a good purchasing power and very much affected by advertisement. Other creams available in this area are ponds cold cream,Vaseline petroleum jelly,boroline, Vaseline moisturising lotion, Vaseline moisturiser 247. The biggest competitor of BPAC in this area is Vaseline moisturising lotion and ponds cold cream. This area is very well covered by the distributor and sales person of this area Mr. Akhilesh Mishra has covered the market in a very satisfying way . Retailers in this area are very much attracted towards schemes so to increase sales in this area incentive schemes can be started. The most selling sku in this area is 19 ml pack

Shahbad This is a rural area . This market is full of duplicate and local products .Price is a very important factor affecting the sales in this area. Wall painting is a good media of advertisement in this area. BPAC is the second best choice of the consumers after local products and the retailers are also more interested in selling local products due to high margin in them. The most selling sku in this area is 7ml and 19ml pack.

Suggestions 1. The retailers in these areas can be provided with free gifts on purchase of some fixed quantity. 2. Wall paintings can be used to advertise the product specially in shahbad and naraingarh 3. Retailers are more attracted towards higher margins so some incentives can be given to them to increase the sales

4.

As BPAC is a pull product so we can start some consumer schemes to increase the sale like we can give a pack of boroplus healthy and fair winter cream as it works in dual way because consumer is attracted because of the free merchandise and our new product also enters consumers house.

5. In rural area people get attracted towards the photos of celebrities on the package, so packing can be changed with big easily visible photos of the celebriries
6.

Some advertisement material in areas of ambala and yamunanagar should be provided but posters should not be provide because the main problem with posters is that are removed by the retailers every second day

7. Boards with the name of the retail outlet can be provided in rural area 8. Hangers should be provide with 7ml pack to show the product 9. Moving advertisement vehicles can be used in rural area as it becomes a topic of discussion in these areas. 10. While in market I came to know that sale of boroplus healthy and fair winter cream was not upto the mark and was not available on most of the counters, but sales can be improved if heavy advertisement is done for this