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India’s consumer market is riding the crest of the country’s economic boom. India’s fast moving consumer goods (FMCG) sector is the fourth largest sector in the economy of India with a total market size in excess of US$ 13.1 billion. If we go by statistics, roughly around 73% of the Indian population lives in the rural areas- that’s a very large market. Many giant players, both foreign as well as domestic, are competing in the market with a view to capture it. The growing consumerism in India shows the rapid increase in Indian consumer purchasing power, it shows strengths and opportunity that lies in rural Indian markets especially for FMCG products. As a result of it I have opted to undergo the training in Marico Company a leading Indian FMCG Company having excellent distribution channel and deep rural reach in India. As the major part of the market is yet to be taped one need to evolve a set of strategies and there by plans to tape the potential Indian consumer market. To capture such a great opportunity, only good product and brand awareness will not be sufficient but proper distribution channel must be there With the world moving toward's globalization and the phenomena of LPG is touching each and every country and industry its effects are also there on Indian FMCG sector. Thus Companies need to constantly revive their 4P's strategy to be successful in the growing competitive Market's. Considering purely the fundamentals laid down by Philip Kotler is suggest that you need to have Right Product Mix (Product),Proper Pricing Strategies(Pricing),Right Promotion Offers(Promotion) and Efficient Distribution Channel (Place) to be a Successful Company. So in order to have a clear picture of all 4P's of Marico and especially for having efficient distribution channel, Satisfaction Level of Retailers on Various Products as well as other micro Parameter's plays a vital role in identifying the flaws and merits of Marico. As a result I have conducted the Market Research of 150 retailer's associated with marico who are giving annually business of more than Rs60,000 to the company and are having more than 3 products of the company. Along with retailer's I also meet 30 wholesellers to assess their satisfaction level which will definitely help Marico Ltd to improve its efficiency and thrive upon its strong Points.
The project was conducted with the help of Marico Ltd. Presently company has two dif distribution channel, one for urban areas and another for rural areas. My primary objective for this project is to “Identify
the satisfaction level of retailer's& Wholeseller's in Rural Area”
I have also identified the satisfactions level of retailers for different Brand/Products as well as also studied the Parameters for each brand, which clearly suggest what are the strength's of the company and where the company is lacking and what improvement it need to do in order to achieve high satisfaction level among the Retailer's who are Key in the Distribution channel of the Company. Approaching different intermediaries, I have collected important data using predesigned questionnaire. By applying different statistical tools I have found some useful information, which will definitely help the company to improve the effectiveness of the distribution channel. Tools used are Weighted Average, Chi Square and ANOVA Analysis While doing the project, I have to also work as sales management trainee, which gave me a great real time experience of marketing and selling in the rural market. The meeting with retailers showed me the complexities of Rural FMCG market and I learn a lot of skills from ground level sales people and also working with ASM of the Company. The Real time Experience that I got will definitely will help me immensely in future in the field of marketing...
1.1 SECTOR IDENTIFICATION
If we go by statistics, roughly around 73% of the Indian population lives in the rural areas. That’s almost 12% of the world population. There are 600,000 villages in India. 23% of all villages account for 63% of the total rural population. So you can contact 63% of 680 million or 700 million population by simply contacting 130000 villages - that’s a very large market Since this theoretically constitutes a huge market potential, marketers will tend to throw in their hooks to catch the fish. Now with the urban demand hitting the plateau, rural markets are gaining more importance and we cannot ignore it. Hindustan Lever’s sales turnover in rural market alone is over five thousand Crores - that’s a whopping fifty percent of the total sales turnover. So we can imagine how much potential the rural market has? To get the maximum out of this opportunity, all organization needs to plan strategically. What has happened from 1990 onwards is that advertisers spent a lot of on and by default they covered some rural markets as well. As a bonus, these advertisers started getting certain returns from the rural market - bonus of investment, which they had actually made for the urban market What marketers and advertisers are today worried about is how to develop a scalable model of influencing the rural consumers’ mind over a large period of time and keep it going, given limited or reasonable budgets to make this happen. Many companies are entering to the rural market and the potential of the market encourage me to do project work in the rural market.
The fact is that FMCG is a structurally unattractive industry in which to participate. 4 .and wield proportionately higher spending power. which is dominated by a handful of global players. According to a survey by 2013.460 billion FMCG market remains highly fragmented with roughly half the market going to unbranded. Even so. During this period. Indian economy is poised to remained buoyant and grow at more than 10%. while there are sectors that have outperformed this benchmark index.S. FMCG registered gains of just 33% on the BSE FMCG Index last year. the former has varied between a two-player-scenario to a multi-player one. However. Changes in demographic composition of the population and thus the market would also continue to impact the FMCG industry. unpackaged home made products. Unlike the U. While the latter has been crowded by a large number of local players.ABOUT FMCG SECTOR INDIA Markets all over the world have been on a roll in 2003 and the Indian bourses are no exception having gained almost 60% in 2003. market for fast moving consumer goods (FMCG). The economic growth would impact large proportions of the population thus leading to more money in the hands of the consumer. successfully launching and growing market share around a branded product in India presents tremendous challenges. India is home to six million retail outlets and super markets virtually do not exist. Take distribution as an example. the opportunity keeps FMCG makers trying. At the macro level. Indians under 20 are estimated to make up 33% of the population . competing on margins. India's Rs. This makes logistics particularly for new players extremely difficult. Means. there are also sectors that have under performed. companies that are able to influence and excite such consumers would be those that win in the market place The Indian FMCG market has been divided for a long time between the organized sector and the unorganized sector. This presents a tremendous opportunity for makers of branded products who can convert consumers to branded products. Other challenges of similar magnitude exist across the FMCG supply chain.
2.India is home to six million retail outlets. Huge Distribution Network . Limited inventory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently. as and when required. and maintain a robust distribution network. This makes logistics particularly for new players extremely difficult. video vehicles. luxury. Brand switching is often induced by heavy advertisement. They meet the demands of the entire cross section of population. The consumer spends little time on the purchase decision. 5 . For established brands. 3. 2.000 villages.1 STRUCTURAL ANALYSIS OF FMCG INDUSTRY 1. market research. 5. advertisement expenditure varies from 3 . Limited Mass Media Options . 3. The products often cater to 3 very distinct but usually wanted for aspects necessity. Super markets virtually do not exist in India. 4. Creating awareness and develop franchise for a new brand requires enormous initial expenditure on launch advertisements.The challenge associated with the launch and/or brand-building initiatives is that few no mass media options. High Initial Launch Cost . Individual items are of small value (small SKU's) although all FMCG products put together account for a significant part of the consumer's budget. Launch costs are as high as 30-100% of revenue in the first year. Brand loyalties or recommendations of reliable retailer/ dealer drive purchase decisions.New products require a large front-ended investment in product development. comfort. special packaging and consumer promotions become an expensive but required activity associated with a successful FMCG. Marketing and Distribution 1. Price and income elasticity of demand varies across products and consumers. including 2 million in 3. It also makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. test marketing and launch. TV reaches 67% of urban consumers and 33% of rural consumers. He seldom ever looks at the technical specifications. theatres. Critical factors for success are the ability to build.12% depending on the categories. Alternatives like wall paintings. 2. recommendation of the retailer or word of mouth. free samples and product promotions. develop.160 towns and four million in 627.
Factors that enable small. focused product lines and minimal expenditure on marketing. brands are non-existent. They buy those three things: colors. In rural markets. 4 Problem present in Sector PROBLEMS PREVAILING IN THE PARICULAR SECTOR Low education level. This makes them more price competitive vis-à-vis the organized sector. Significant Presence of Unorganized Sector . So if you have to create brand communication. unorganized players with local presence to flourish include the following: 2. family management. it is necessary to simultaneously educate the consumers. lal saboon . 3. not stories being created. Less developed infrastructure. 6 . Lower overheads due to limited geography. Low brand awareness enables local players to market their spurious look-alike brands. They identify FMCG by three things -primarily by color. Basic technology for most products is fairly simple and easily available. 6. pila hathi. They don’t know what these shampoo sachets stand for. 5. There are number of cases which suggest that to sell brands in the rural market. villagers were found using shampoo for brushing teeth. marketing efforts must be supported by education. numbers and visuals. The small-scale sector in India enjoys exemption/ lower rates of excise duty.these are the kind of terms with which they identify brands. 777.3 Competitions 1. 4. For example. sales tax etc. So a 333. A highly scattered market and poor transport infrastructure limits the ability of MNCs and national players to reach out to remote rural areas and small towns. toothpaste for washing hair. visuals of animals and birds and by numbers. and these are real life examples.
Since frequent delivery is not possible in their part of the world. Longer credit period requirement. they tend to carry only a single brand in each product category. the brands that are first on the rural shelves become synonymous with product category and are difficult to dislodge. ABOUT INDIAN HAIR OIL & HAIR CARE MARKET SIZE IN RUPEES ABOUT MARICO MARKET SHARE 7 .people who understand the social fabric. We need a set of people who understand the ethos of the rural market . Rural retailers are far less specialized than their urban counterparts and carry a wider range of products. And. usually. who understand how the rural consumer interacts with the various categories because we believe that we do need a different level of understanding for tackling this market.
INTRODUCTION OF COMPANY 8 .
13. the Sundari range of Spa skin care products (in the USA & other countries) and its soap franchise (in India and Bangladesh). Camelia. Nihar. the Middle East and Egypt. Anti-lice Treatment. Fiancee and HairCode. Marico markets well-known brands such as Parachute. 9 .Best Retailer in the Beauty and Fitness category.Business Leadership Award. Kaya. Saffola. Marico was selected as one of the eight Indian companies in S & P's list of Challenger Companies from various nations. Shanti. U21 Global and Watson Wyatt Worldwide. Kaya . niche Fabric Care etc. Manjal. Mediker. Marico is present in the Skin Care Solutions segment through Kaya Skin Clinics (31 in India and the Middle East). Marico's branded products are also present in Bangladesh. Revive. Aromatic. Hair & Care. FMCG Personal Hygiene Category (July 2007).6 billion (about USD 380 Million) during 2006-07. Marico has also won various other Awards such as the following: 3 top Awards instituted by CNBC-TV18. Gold Effie (2007) for its Corporate campaign and a Bronze Effie (2007) for Saffola. Marico’s Products and Services in Hair care. Skin Care and Healthy Foods generated a Turnover of about Rs. in following categories: India’s Employer of Choice for 2007 . Sundari.Coconut Oil. The Overseas Sales franchise of Marico’s Consumer Products (whether as exports from India or as local operations in a foreign country) is one of the largest amongst Indian Companies and is entirely in branded products and services. Award for HR Excellence & Award for Best Employer in the Consumer Products and Healthcare Sector. Premium Refined Edible Oils. Hair Oils. India retail Forum (September 2007) NDTV Profit . Sweekar. Post Wash Hair Care. compiled globally by Standard & Poor's in June 2007.Marico is a leading Indian Group in Consumer Products and Services in the Global Beauty and Wellness space. Marico’s brands and their extensions occupy leadership positions with significant market shares in most categories. One of India's 10 best marketers (Business Today September 2006). other SAARC countries.
revisited and modified once in the year 1997 and lately in 2003.while setting a record of several consecutive quarters of year on year growth. They sum up the philosophy that will build the culture to drive business growth.32 for Profits and 28 for Sales. VALUES OF MARICO INDUSTRY Opportunity seeking Bias for Action Consumer Centric Innovation openness & transparency Excellence Global outlook Boundary lessness Marico has a set of articulated values that were created at the inception of the organization. The values since then have been an integral part of the workingofallMariconians. through the collective wisdom of Mariconians. through a widespread distribution network of more than 2. Kaya . Marico’s focus on sustainable profitable growth is manifest through its consistent financial performance – a CAGR of 19% in Turnover and 19% in Profits over the past 3 years.Retailer of The Year Award (for the 2nd consecutive Year) at India Retail Summit 2006. over 70 Million consumer packs from Marico reach approximately 130 Million consumers in about 23 Million households.3 Million outlets in India and overseas. The Gulf Marketing Review Award in the Middle East 2006. 10 . Our values are preferred practices that are employed in pursuit of our Business Direction. Brand Leadership Award at the India Brand Summit 2006 (September 2006). Every month.
How Marico structured A Flat Structure: At Marico. formulating and building strategies to build a stable and high . which handles the legal. sales force and backroom facilities. comprising the operation of Sundari LLC in the US. HR: Equal support comes from our HRD team. treasury. comprising the operations of Marico Limited and Marico Bangladesh Limited. Additionally. Marico has organised its businesses into the following business segments or profit centers: Consumer Products. Even as the success stories continue. Our structure defines clear roles and supporting relationships but is by no means rigid. etc. which is flat with only five levels of reporting between the Managing Director and an operator on the shop floor. every profit center has its own dedicated finance cell. Finance: The company is strongly supported by the Finance Division. 11 . Keeping in mind the fast and ever changing business environs.talent organisation.The innovations and the quest for excellence at Marico continue unabated. distribution channels. we are an organisation. Profit Centers: In order to provide focus to its business operations. comprising operations of Kaya Skin Clinics under the banner of Kaya Skin Care Ltd.Aesthetics Services. Saffola. which expends its energies. Marico's structure is dynamic and constantly evolving. This division manufactures & markets Marico's 10 leading consumer product brands like Parachute. control systems and management information support. the focus from the consumer never shifts. Global Ayurvedics. We believe that a flat structure helps us in being more responsive to the environment while providing enriched roles for our members. Kaya Skin Clinics offer US FDA approved scientific dermatological procedures that are customized to suit the Indian skin. All the above profit centers have their dedicated marketing teams. Sundari markets the Sundari range of Ayurvedic skin care products in the US & other parts of the world. tax.
We shall acquire the stature of a friendly corporate citizen. contributing to the betterment of neighborhood communities. through branded fast moving consumer products and services in Personal and Health Care sectors. We shall share our prosperity amongst members. who contribute in improving our equity and market value. 12 . shareholders and associates. and services. both products drawn from agriculture offered in natural or processed forms. We shall aim to be a leader in each of our businesses through heightened sensitivity to consumer needs. where we are significantly present. through. We shall make available brands that contribute to healthy living. setting up of new standards in the delivery and quality of products and services and processes of continuous learning and improvement. a franchise for our branded products and services. in parts of the world beyond the Indian Subcontinent. We shall develop. other natural substances and the underlying science of hair care and skin care. We shall offer brands that enhance the appeal and nourishment of hair and skin through distinctive products and services based on the goodness of coconut.MARICO'S BUSINESS DIRECTION – 2010 We commit ourselves to improving the quality of people's lives in several parts of the world.
MARICO BRAND'S PROFILE MARICO BRAND PORTFOLIO Hair Oil Category Hair Care Category Edible Oil Category Other Products Parachute Hair & Care Shanti Amla Revive Instant Starch After Shower Silk & Shine Sil Jam Ther apies Mediker Saffola Oil Sweekar Oil 13 .
About marico brand MARICO PRODUCT PORTFOLIO Parachute Hair & Care Silk & Shine Saffola Sweekar Medik er Niha r Revi ve Parachute Regular/Standard Parachute Advanced Saffola Gold Shanti Amla Hair Oil Saffola Tasty Blend Parachute Jasmine Saffola Kardi Parachute after Shower Saffola Salt Parachute Therapie 14 .
2 player in the growing VACNO (Value Added Coconut Oil) Sensorial sub-category with a 30%* market share. 1.4 Parachute After shower Hair Cream 15 . 1. Synonymous with pure coconut oil in the market.3 PARACHUTE JASMINE Parachute Jasmine is a light.a Rs 3 SKU that enables loose oil users to upgrade to Parachute.Product PROFILE (1) PARACHUTE Parachute is premium edible grade oil. a market leader in its category. It is now a strong No. It is a brand that is backed by years of trust and heritage and it aims at using the same equity to appeal to the young Indian consumer. 1 ⇒ 20 ml Parachute . In fact over time it has become the gold standard for purity. fragrant oil that can be used everyday to nourish and sytle your hair. Parachute Jasmine is the most successful new brand launch from Marico's stable in the recent past. non-sticky. (*A. the Parachute Advansed refined hair oil comes packed in a sleek looking. From a loosely available commodity to a path-breaking brand. Parachute has always strived to remain relevant to every new generation. light blue translucent bottle 1.C Nielsen Nov 03). ⇒ Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute ⇒ Easy Jar of Parachute to facilitate usage especially during winters ⇒ Parachute Mini . The strong product proposition backed by insightful communication.a bottle shaped small pack being sold at an MRP of Re. strong distribution and activation support has seen dynamic growth with 63% CAGR in the past 4 years. It has the goodness of pure coconut oil and the essence of fragrant jasmine to give you healthy. free flowing and fragrant hair.2 PARACHUTE ADVANCED Parachute Advansed refined hair oil (with fruity perfume) is the latest introduction from Marico. Launched in 2004. arachute is positioned on the platform of purity. Parachute pioneered the switch from coconut oil sold in tins to plastic.
Shanti Amla marks Marico's successful entry in the Amla+ 16 . More and more males in India are realizing the importance of “great looking hair” & want a product that can be used to “style hair daily. product development and consumer trial. It was launched pan India in August 2003. is a hair styling cream that can be used daily to style your hair.Parachute After shower Hair Cream for men. (2) HAIR & CARE Marico’s Hair & Care. and leave it on overnight. 77% of users have reported reduction in hairfall in 43# days with the use of 1 bottle. which keeps hair nourished. It is positioned on the platform of being the lightest perfumed hair oil offering both “Style & Nourishment”. it is completely non-sticky.3PARACHUTE THERAPIE Parachute Therapie Hair Fall Solution is a unique scientific formulation from Marico. which it has increased (October'03 %MS is 36%). The need for males to look good has never been more important.” Parachute Aftershower Hair Cream was launched in Mumbai in March 2003. which nourishes hair with their natural goodness. Within 3 months of its launch (October 2003). It is completely safe to use and helps control hair fall naturally. It has Aqua Moisturizers & since it is made in an oil-in-water emulsion. as a prototype (test-market). Hair & Care is upto 30% non sticky than any other hair oil & is enriched with “Herbal Proteins”. a process patented by Marico (3) SHANTI BADAM AMLA Launched in April 2003. Herbal Proteins are extracted from Neem & Tulsi. 27% users also reported softer hair. Parachute After shower Hair Cream contains coconut milk proteins. All that is to be done is to apply it thrice a week. developed after 6 years of intensive research. it has touched a 23% market share of the All India hair cream market 1. a pleasantly perfumed non-sticky hair oil is a strong brand in its category. it grabbed an impressive 28% market share. Within 2 months of its launch in Mumbai.
(4) Oil of Malabar Oil of Malabar is premium quality edible grade coconut oil. in July 1999.as the oil from the land of coconuts. (3) Mediker Mediker.H. in the shampoo format. Formulated with the latest International technology to give clothes uniform. (7) Sweekar (Refined Sunflower Oil) Sweekar is a national brand comprising of Refined Sunflower Oil. Lowering of cholesterol is known to reduce the risk of heart disease (C. Mediker today has three products in its portfolio: Mediker Anti Lice treatment. Saffola Gold . a three-decade-old brand was acquired by Marico from Procter & Gamble. Oil of Malabar. the ONLY product of its kind.Dil Ko Rakhiye Jawan Saffola Gold has the internationally proven formula of 70% Rice Bran Oil (RBO) and 30% of Safflower Oil (Kardi oil). This brand is one of Marico's recent acquisitions. as the name suggests. It is positioned as a light and healthy cooking medium. Saffola when taken as a part of a low saturated fat diet may help reduce cholesterol levels. Sweekar has become synonymous with good quality light edible oil. This has also been proven effective in Indian 17 .D). is positioned on purity . (8) SAFFOLA Saffola Kardi Saffola is made from the finest quality natural kardi seeds. Mediker is a brand for treating lice and a market leader in its category. it is uniquely positioned on the platform of making your 'Clothes Look Like New". It is launched on the platform of "Goodness of Badam with Amla".Hair Oil market. strong starching. Mediker Anti Lice Oil and Mediker Plus Anti Lice Oil (6) REVIVE INSTANT STARCH Revive is an Instant Cold Water Starch. Kardi oil has the highest amount of Polyunsaturated Fatty Acid amongst all vegetable oils. having been bought in November 1999.
AB) Young Children Age Group 3-13 (Due to Lice Problem) Primary Target Housewives (Due to Economic+Healthy Life for Family) All Health Conscious Consumers (Specially for Heart Patient's) Housewives of Urban Area (Higher & Middle Class).1 VISUALIZATION OF HOW WORK IS CARRIED OUT Problem Statement Formulating Research Objective 18 Data Collection by Research Design Data Collection Sampling Plan Conclusion & Interpretation Processing & Field survey Suggestions Analyzing Design . Baked Beans. Sil stands for products that offer "Lip-Smakin' Goodness". Sauces.research. Sweet Corn Soup and Mayonnaise. AB) Primary Target Young Males 18 – 34 (SEC. Chinese Vinegar. BRAND OF COMPANY AND CUSTOMER FOCUS BRANDS PARACHUTE PARACHUTE ADVANCED HAIR & CARE • • • TARGETED CUSTOMER'S Primary Target Women Of All Age's Young Girls (College & School Going) Appealing To Both Men & Women of All Age's Primary User the Young Age Group Customer Looking for Value for Money (H.OIL+Badam) Primary Target Female Of age 18 – 34 (SEC. • SHANTI AMLA • SILK & SHINE • AFTER SHOWER • MEDIKER • SWEEKAR SAFFOLA REVIVE • • • 3. It has a wide range of exciting products such as Jams. (9 ) Sil Jam Sil is a processed food brand.
especially for FMCG Company 19 . To have effective distribution.1) PROBLEM STATEMENT I was given an opportunity to work with Marico as a Sales Management trainee during my winter project that lead me to learn a lot and identify the Problem. especially in their rural distribution line.
Stockiest. For this a company need's to have satisfied Intermediaries (i.Udwada & Killa Pardi along with some small town's in rural area's. • During my training period I Personally felt that retailers were not completely satisfied by marico on various parameter's • Company wants to Identify it Flaws in Delivery. Thus in order to assess their satisfactions level on different parameter's I have undertaken a Market research with Objective of Assessing the "Satisfaction Level of Retailer's & Wholeseller's" for the area of Sanjan.Wholeseller's & Retailer's).e. • Company wants to know the most preferred Trade Promotion offer by the retailers. The Following factors lead me to do so: • Sales of Rural Area was Slowly Decreasing. Product Defects.& many other factors specified in Questionnaire.Vapi. 2) RESEARCH OBJECTIVE: 20 .like Marico it should take utmost care of the Intermediaries involve in the process of moving the product from the Production House to Ultimately the End User. Per Retailer Business (Per Annum) was also Declining Marginally.
3 research design 21 . Thus I selected my research objective as: "Identifying Satisfaction Level's of Retailers & Wholeseller's" Sub Objectives are as under: • • • • To identify the area of service in which company needs to Improve. To identify the Strengths/Weakness of Company delivery system in rural area. To help the Company in designing proper strategies for rural area.For any fmcg company to have efficient distribution channel needs to have satisfied intermediaries. so that they hold with company products and provide them to end user. To know whether Wholeseller is able to satisfy the retailers need in their specific area or not.
3.1 Purpose of study: - Descriptive
The objective of the study is that "Identifying Satisfaction Level's of
Retailers & Wholeseller's"The study focuses on the satisfaction level for
different products. As well as on other parameter's such as Commission, Delivery mechanism, Sales Force, Credit Period.etc.which are very crucial in assessing the satisfaction level and for identification of strength's of marico and flaws where the company need's to be improve. However, study may not focus why this factors effects the individual’s satisfaction level regarding different parameters and exactly up to what degree.
3.2 Degree of research question crystallization: - Exploratory study
As per my objective of the research, the research questions would try to find out the current situation in the market regarding the satisfaction level of retailers and Wholeseller's. Moreover, the hypothesis is not pre-defined here, but it would be define during the study. Here research problem is also general.
3.3 Research control of variables: - Ex post facto design
I am reporting what has actually happened in the market and what is still happening in the market specifically in my sampling area. I personally do not have any control on responses and variation in the sense of being able to manipulate them. I have also not influence any variables, to do so to introduce bias on my side.
3.4 Time dimension: - Cross-sectional
Here the study will be carried out once and it would represent a snapshot of one point in time. Time duration, in which study must be competed, is the limitation and that is why the cross-sectional is the best alternative.
3.5 Method of data collection: - Interrogation & Personal Interview
Based on my initial observation, I have prepared a questionnaire to collect the response from retailers and whole sellers as primary data. Versatility of the questionnaire will help to cover almost all related factors impacting the satisfaction of the target sample. Interrogation takes less time than observation and gives information that is more purposeful .
3.6 Topical scope:- Statistical study
This study attempts to capture a population’s characteristics by making interference from a sample’s characteristics. Hypothesis will be tested quantitatively. Generalization about findings will be presented based on representative ness of sample.
3.7 Research environment: Field study.
Survey is the main part of the study and primary data collection. So that the study will be carried out in field, I have gone to the market and interviewing retailer's and Wholeseller's in the area of Sanjan,Bhilad,Sarigam,Udwada,Vapi,Killa Pardi and other interior villages associated to this towns.
4 DATA COLLECTION & DESIGN
4.1 Data source: Primary source To satisfy the objective of the research it is necessary to get the response from the respondents, which act as primary source of data. I have collected Primary data by personally surveying Retailer's & Wholeseller's in the sampling area specified. 4.2 Approach: Interview (Personal Contact) 4.3 Instrument: Questionnaire • Questionnaires Designing: It is the most crucial part of any market research. I have taken a due care in designing the Questionnaire for my research. I have meet more than 200 retailers during my training period in order to learn the Order taking Mechanism, POP Displays, Competitive Products, Retailers Attitude towards sales force etc. Even from Area Sales Manager I identified various Parameters to be listed in my questionnaire's have taken utmost care in deciding right question, correct sequence, what should be wording of each & layout of questionnaire as a whole. • Type of Questionnaire: Structured Non Disguised
I have arranged the questions in a specific order to get the facts and the interviewer be asked to response strictly in accordance with a pre-arranged order. The objective of the survey was disclosed every time before getting the response from the respondent . • • Type of Question: Close Ended Number of questions: 11 (For Retailer's) 4 (For Wholeseller's)
5 SAMPLING PLAN
: Sanjan to Killa Pardi (Rural Line) : 150 Retailers + 30 Wholeseller : Personal Interview : Convenience Sampling Method Of Data Collection Sampling technique 25 .Sampling Area Sample Population Sampling Area Sample Size :Sanjan to Killa Pardi (Rural Line) : Retailer's and wholesalers of the south Gujarat rural Distribution Line.
From how long you are associated with the company? 26 .QUESTIONNAIRE ANALYSIS (of retailers) Q1).
10 – 15 Years.e. Q2) Are you satisfied with the performance of Companies Product's/Brands in the market? Indicate (1: Highly Satisfied & 5: Highly Dissatisfied) 27 .18% of them since 5-10 yrs and 9% of them say less than 5 years. Interpretation • Company is having retailer's Base that is associated with company since decades that shows company is having a good relationship with the intermediaries. .e.< 5 years 10-15 years 5 -10 years >15 years CHART 1 Association Of Retailers with Company ASSOCIATION WITH COMPANY 80 70 60 50 40 30 20 10 0 Responses 71 27 5--10 10--15 39 13 <5 > 15 No Of Years Findings: From the above analysis it has been fond that majority of the respondents (i. 26% of them are associated from more than 15 yrs. Retailers) 47% of them are associated with the company from long term i.
1 54 33 0 7 23 28 11 2 89 97 23 20 118 117 93 3 0 6 4 94 5 3 3 4 7 14 115 19 4 2 37 0 0 8 10 0 0 6 5 Weighted Score 640 599 342 445 610 621 516 Ranking 1 4 7 6 3 2 5 CHART. Interpretation: • Retailers are satisfied with Parachute. Saffola Edible Oil Sweekar Edible Oil. Hair & Care has got total points as 599. after shower has got 445 and Sweekar oil has got 516 that is above the average score.Amla 342 445 A.2 Satisfaction of Retailers for Various Brands's of Company 750 640 604 Weighted Score 610 625 516 450 Parachute Hair & Care S.Shower Silk & Shine Saffola Sweekar 150 Brands Findings: From the above analysis it was analyzed that majority of the marico products are perceived to be satisfactory by the retailers. Where as Shanti Amla has got 342.Saffola 621 which are above the average score.Product's/Brand's Parachute Hair Oil Hair & Care Oil Shanti Amla Oil After Shower Cream/Gel Silk & Shine. Parachute has got weight of 640.Hair& Care & Saffola & Sweekar 28 .
Score 150 H.D 150 (Evaluation: If the Score of more than 3 Parameter's is less than average score than it is Dissatisfactory Brand and vice Versa) 29 . But the score of Shanti Amla is lowest it means that majority of retailers are dissatisfied with the Product.• • • Retailers are mostly neutral for the New Product Parachute after shower as it is still new in the market Retailers are dissatisfied with S.Score 750 Average Score 450 Min. The ranking assigns shows the satisfaction level of Retailers where Parachute is ranked 1st based on weighted score & Shanti Amla 372 at 7th ranked INDIVIDUAL BRAND PERFORMANCE EVALUATION ON DIFFERENT PARAMETER'S (Weighted Average) Rank 1 2 3 4 5 Points 5 4 3 2 1 Max.Satisfied 750 Satisfied 600 Neutral 450 Dissatisfied 300 H.Amla oil.
Overall Score of Parachute in Q1 was also above average and it score on all parameters is also above average. The score of different Parameters is above the average score. Thus it can be said that it is a successful brand.Varities Commisio T.Good & 5: Very Bad).P Offers 701 615 612 Attributes Pricing 601 605 Findings: From the above analysis it has been found that Parachute was rated as satisfied brand by the retailers. Interpretation: • • Retailers are satisfied with brand Parachute. 30 .1. PARACHUTE (Score 640) Rating (1:V. Parachute Hair Oil Products Attributes 1 2 3 Packaging 123 14 Product Varieties 29 114 Commission 20 126 Trade Promotion Offer's 23 118 Pricing 23 116 4 4 0 0 0 0 9 7 4 9 11 5 0 0 0 0 0 CHART – 3 Satisfactions of Retailers for Parachute Brand Satisfaction Level 750 Total points 701 615 612 605 601 450 150 Total points Packaging P.
P Offers 605 Pricing 605 Findings: From the above chart it could be analyzed that retailers are satisfied by Hair & Care brand on almost all attributes as their score is above average score. (Score 599) Rating (1:V.Good & 5: Very Bad). Interpretation: • • Hair & Care is a brand by which majority of retailers are satisfied.2. 31 . but retailers are not satisfied with product varities in hair & care as it score is less than average score. Retailers are not satisfied with product varities.Varities 302 Commision 621 Attributes T. Parachute Hair Oil Products Attributes 1 2 3 Packaging 27 112 6 Product Varieties 0 0 12 Commission 33 108 6 Trade Promotion Offer's 22 116 7 Pricing 27 109 6 CHART – 4 Satisfactions of Retailers for Hair & Care Brand Satisfaction Level 750 611 450 302 150 Total points 621 4 5 128 3 5 8 5 0 10 0 0 0 Total points 605 605 Packaging 611 P.Hair & Care has only 2 variants thus retailers want more variant in the Product. HAIR & CARE.
P. AFTER SHOWER (Score 445) 32 .Offers Total points 341 317 599 Attributes Pricing 388 702 Findings: From the analysis of Q2 it was identified that S. where as they are satisfied with commission. SHANTI AMLA (Score 342) Rating (1:V. 4. Parachute Hair Oil Products Attributes 1 2 3 Packaging 0 19 7 Product Varieties 0 10 10 Commission 23 112 6 Trade Promotion Offer's 112 33 0 Pricing 15 17 13 CHART – 5 Satisfactions of Retailers for Shanti Amla Brand Performance Evaluation of ShantiAmla 750 Total points 4 120 117 9 5 101 5 4 13 0 0 4 450 150 Packaging P. The analysis here clearly shows that retailers are dissatisfied with Packaging & Product Varities & Pricing as their score is less than average score. Interpretation: • • Shanti Amla is poor at Packaging and in terms of Product Variants Commissions & Trade Promotion Offers are in accordance with retailers expectation.3. trade promotion offers.Varities Commison T.Amla had the least score and retailers were dissatisfied with the Brand.Good & 5: Very Bad).
Parachute Hair Oil Products 33 . Parachute Hair Oil Products Attributes 1 2 3 Packaging 0 19 7 Product Varieties 0 10 10 Commission 23 112 6 Trade Promotion Offer's 112 33 0 Pricing 40 78 13 Rating 4 120 117 9 5 15 5 4 13 0 0 4 CHART – 6 Satisfactions of Retailers for Parachute After Shower Performance Evaluation of AfterShower 750 Total points 450 150 Total points Packaging P.Good & 5: Very Bad).(1:V.P Offers 618 423 350 Attributes Pricing 430 508 Findings: From the analysis it was found that retailers are satisfied with packaging & trade promotion offer for this brand. retailers cannot judge it on parameters.Varities Commisio T. Where as for Pricing still they are Neutral Interpretation: • • • Packaging & Trade Promotion Offers are satisfactory for retailers for the Brand Product Varities & Pricing are the attributes on which major of the are still neutral as this product is in introductory stage. Retailers are Dissatisfied with the Commissions provided to them there seems some problem with commission system of company on this Brand 5. SILK & SHINE (Score 610) Rating (1:V. But they are dissatisfied with commission & product varities in the brand.Good & 5: Very Bad).
Parachute Hair Oil Products 34 . Packaging & Commissions given is also good that contributes to success of brand and retailers satisfaction.Varities Commisio T.Attributes Packaging Product Varieties Commission Trade Promotion Offer's Pricing 1 27 0 30 113 10 2 118 0 112 30 124 3 5 0 6 3 6 4 0 0 2 4 5 5 0 0 0 0 5 CHART – 7 Satisfactions of Retailers for Silk & Shine Performance Evaluation of Silk&Shine 750 Total points 450 150 Total points Packaging P.P Offers 622 0 620 Attributes Pricing 579 702 Findings: From the analysis of Q2. it was analyzed that retailers were satisfied with the brand/product silk& shine as it got score more than average. 6.Good & 5: Very Bad). Silk & Shine is not having any product variant thus the responses are nil on this attribute. Interpretation: • • • Silk & Shine is rated as satisfactory Brand by majority of Retailers. SAFFOLA (Score 621) Rating (1:V. Trade Promotion Offers given on this brand is Highly Satisfactory for retailers.Furthur the analysis of Brand on different attributes also shows high satisfaction level of retailers as weighted score of all attributes is more than average score.
Being the Market leader in the segment Commissions & Trade Promotion Offers are less as a result it had contributed to dissatisfied retailers but not a Major Problem. Parachute Hair Oil Products 35 .P 310 Pricing 570 Findings: From the analysis of weighted score for each attribute it has been identified that retailers are satisfied with Packaging.Good & 5: Very Bad). But they are dissatisfied with Product Varities in the brand as well as not satisfied with the commission given to them on this brand.Attributes Packaging Product Varieties Commission Trade Promotion Offer's Pricing 1 30 28 7 0 10 2 113 116 22 10 121 3 4 4 6 18 4 4 3 2 107 94 9 5 0 0 8 28 6 CHART – 8 Satisfactions of Retailers for Saffola Performance Evaluation of Saffolae 750 Total points 450 150 Total points Packagin P.Varities Commisi 620 620 363 Attributes T. Product Varities & Pricing of the Brand as their score are above the average score. Interpretation: • • Saffola is a Premium Brand of Marico and retailers are satisfied with the Brand. SWEEKAR (Score 516 ) Rating (1:V. 7.
Varities Commison T.Poffers and Pricing is below the Average score and for commissions it can be said that they are not fully satisfied.& Product variants in the Brand. For commission it could be analysed that they are not satisfied nor disstaisifd T.P offers are perceived to be poor according to retailers Pricing of the product in segment is also not good according to retailers but the score suggest that commission given is less. Where as score for T.P. Interpretation: • • • • Retailers are satisfied by Packaging. Product Varities &.Offers Total points 596 583 356 Attributes Pricing 297 290 Findings: By analyzing the W.Attributes Packaging Product Varieties Commission Trade Promotion Offer's Pricing 1 23 12 4 0 0 2 108 120 23 0 12 3 11 7 9 17 4 4 8 11 103 106 103 5 0 0 11 27 31 CHART – 9 Satisfactions of Retailers for Sweekar. Q3).Score for each parameters it could be analyzed that the score for Packaging. Are you satisfied with the services provided by the company? Highly Satisfied Satisfied Neutral 36 . Performance Evaluation of Sweekar 750 Total points 450 150 Packaging P.
Only 21% are satisfied.Satisfied 0 0 20 40 Responses 60 80 32 44 72 Findings: From the analysis it has been identified that majority of retailers (i. H.Satisfied Satisfied Neutral Dissatisfied H. Where as 29% of them are neutral and not able to judge the services.Dissatisfied 0 32 44 72 2 Highly Dissatisfied CHART – 10 Satisfactions of Retailers for Services provided by Marico.Dissatisfied H.e. Hypothesis Test: The null hypothesis is that.” 37 .Dissatisfied 2 Dissatisfied Critieria Neutral Satisfied H.) 49% are not satisfied with the services provided by the company. but if proper care if not take to upgrade service in almost all areas than they can easily be converted into dissatisfied retailers. Interpretation: • • Satisfaction Level is Poor for the Services provided by the Company. Neutral responses are unable to judge services exactly. “Company Has Claimed That 75% of retailers are either satisfied or neutral with the services provided by the company.
857 t cal = -6.25 / 150 √ S. It is one-sided.H0: p >= 75% H1: p< 75%.64 Calculated value of Z is less than table value.875 t tab = -1.75 * 0.035 Z = (p – Ph0)/SE = (0. So.035 = -6. alternate hypothesis holds true.51 – 0. hence we can say that percentage of satisfied retailers with the services provided by the company is less than 75 %.25 Standard Error = √pq / n = 0.64.75)/0. so the null hypothesis is rejected.E. 38 . = 0. left tail test so the table value of Z is -1.75. Here I have taken P=75% or 0. So my Q is 25% or 0.
Satisfied Satisfied 8 Neutral 23 2 Dissatisfied H. And marginal proportions of them 16% are dissatisfied by sales person/force of the company.Dissatisfied 8 109 8 23 2 Satisfied Highly Dissatisfied Neutral CHART – 11 Satisfactions of Retailers for Sales Person of Company 120 100 80 60 40 20 0 8 H. Interpretation: • Company is having good sales people in its rural line to deal with the retailers. Sales force of the company is good. 39 .Q4) What is your opinion regarding the Sales Force Of the Company? Highly Satisfied Dissatisfied H.Satisfied Satisfied Neutral Dissatisfied H.Dissatisfied 109 Findings: From the above analysis it has been identified that almost 75% of retailers are satisfied with the sales person/force of the company.
Regular. (ANNOVA TEST) NULL HYPOTHYSIS: H 0 = There is no relation between Monthly Visit and satisfaction level of Retailers H1 =There is direct relation between Mothly Visit and satisfaction level of Retilers 40 . Interpretation: • Majority of Retailers are satisfied by the visit of sales person in a month.Q5) What is your opinion regarding the sales person visit in a month? Criteria for Visit in Month Inadequate Adequate. Question: Is there any relation between Monthly Visit and Level of satisfaction of Retailers. where as 17% of them say its inadequate and 12% of them say that sales person visit is Inadequate for them. Total Low 22 20 0 42 Medium 3 75 6 84 Level Of Satisfaction High Total 0 25 12 107 12 18 24 150 CHART – 12 Satisfactions of Retailers in reference of Sales Person Visit 80 70 60 Responses 50 40 30 20 10 0 12 0 Low 6 3 Level Of Satisfaction Medium 0 High 22 20 Inadequate Adequate Regular 75 Findings: From the above responses it could be analyzed that 71% retailers say that sales person visit is adequate for them.
Evaluate the delivery system of Company on following Parameter's TIMELINESS OF ORDER Very Timely ACCURACY OF ORDER Highly Accurate COMPLETENESS OF ORDER Fully Completed Parameter for Delivery Timeliness Accuracy Completeness Parameters Timeliness Accuracy Completeness 5 2 0 0 4 129 108 106 Max.Q6).Weight 750 750 750 Weight Attached to Each 3 2 15 31 25 Min.Weight 150 150 150 2 9 16 Partially Completed Least Accurate Very Delay 1 0 0 1 Actual Weight 595 (Satisfied) 574 (Satisfied) 372 (Dissatisfied) CHART – 13 Evaluation of Delivery System & Retailer Satisfaction Level 750 Region of Satisfaction 450 595 574 TIMELINESS ACCURACY COMPLETEDNESS 372 Region of dissatisfactio n 150 Findings: 41 .
Q7) Are you satisfied with the current commission system of the company? 42 . Interpretation: • • Retailers are satisfied with the delivery system of the company on Timeliness & Accuracy of Delivery The score of Completeness Parameter shows that retailers are not satisfied with the Completeness of the Order and Delivery given to them.Total Weight Achieved by the Delivery on Timeliness & Accuracy Parameter is above the average score. Where as weighted score of Completeness as a Parameter is less than the average score of 450. It shows some problem in delivery mechanism of the company and poor Coordination among the Intermediaries involve in the Process. Most of them revealed that many of times either of the Brand/Products is not delivered according to ordered or they are delivered in fewer Quantities and in some cases may be even more than the ordered quantity.
CHART – 14 Commission System & Retailers Satisfaction 25% 0% 5% 1% H. Large chunk of them are dissatisfied & even alarming is the % of highly dissatisfied retailers. Q8).Satisfied Satisfied Neutral Dissatisfied H. How Often Do You find that Products are supplied to you are of older date's? Mostly Sometimes 43 . If proper thought and care might not be taken for this issue by the company.Dissatisfied Findings: From the above analysis it has been found that almost 69% of retailers are dissatisfied and 25% are Highly dissatisfied with the commission system of Company in general. • Through Interrogation it was identified that Marico Commission is less as compared to some local & Unbranded Players that is main reason for dissatisfaction among the retailers.Satisfied Satisfied Neutral Dissatisfied 69% H. Interpretation: • • There is a serious and major problem with the commission system of the company.Dissatisfied 0 8 2 103 37 Satisfied Highly Dissatisfied Neutral . Satisfied retailers are very less in reference to commission system. if a case than would be a huge loss to company in the future. the retailers may stop selling the companies brand/products.Highly Satisfied Dissatisfied H.
Rarely Mostly Sometimes Rarely Never 0 9 84 57 Never CHART – 15 Frequency of Supply of Older Date Products. Interpretation: • • Retailers are satisfied by the product delivered to them in terms of Though not a major one 84 responses in rarely category shows some manufacturing date. Never No Of Times 57 Rarely 84 Sometimes 9 0 0 20 40 60 80 100 Responses Mostly Findings: Almost 56% of responses says that products supplied to them from the company are of older date but this happens rarely according to majority of them. As per you what is the proportion of defective products in total quantity supplied? 0 .4% 44 .2% 2 . problem in dispatching the right goods Q9).38% say it happens never.
Hypothesis Testing Ho= Proportion of Defective Products is less than 3% of material supplied in a year 45 .4% 4 . Interpretation: • • Actually.4 – 6% proportions 0 .6% 2 . of respondents 99 40 11 0 148 >6% CHART – 16 Frequency of Supply Of Older Date Products proportion of defective products 4% 6% 0% 90% 0 . Only 5% of them say that its between 4to6% defective.2% 4 . seeing to the proportion of defective products in total quantity supplied is not so high.2% 2 .4% > 6% Findings: Majority of retailers 65% of them tells that proportion of defective products supplied to them in a year is less than 2%.where as 30% of retailers say the proportion is aggregate about 2-4% of total business with the company.6% > 6% Total Responses no. It shows the Effectiveness of Product Handling & Delivery Mechanism and Quality Standard as well as Packaging standard that marico thrive upon.
H1= Proportion of Defective Products is more than/equal to 3% of material supplied in a year µHo < 3 % (Null hypo) µH1 >= 3 % (Alt Hypo) Significance level: 5 % It is one.E. so the null hypothesis is rejected.047 Ζ = (x -µ)/ S.645 Calculated value of Z is more than table value.263 z tab = 1.58-3)/0. Which are the trade promotion schemes that you like the most? Rank Them 1 to 5. hence we can say that proportion of defective product is more than or equal to3 percent of total material supplied.4 % 4.E = (6.047 = 8.58 = 3. So.263 z cal = 8. Q10). = 0.2 % 2.577 S. 46 .tail test. alternate hypothesis holds true.39 σ = sqrt [Σfd2/n – (Σfd/n)2] = 0. Proportions 0.1.6 % >6 % X 1 3 5 6 f 97 44 7 0 d -2 -1 0 1 fd -194 -44 0 0 Σfd =-238 fd2 388 44 0 0 Σfd2 =432 X = A + Σ fd/N = 5 .
Tours as 5th and Bonus Packs as 4th by majority of responses as compare to total responses for each option Interpretation: 47 . P activities 4 50 21 8 8 63 5 12 12 0 99 27 Findings: From the above responses and ranks assigns it can be identified that gift articles rank 3rd.Gift articles Cash discounts Criteria Gift articles Coupons/contest Cash discounts Tours Bonus Packs Total Bonus Packs 1 2 12 8 6 Coupons/contest Tours 3 70 22 24 9 25 150 4 50 21 8 8 5 12 12 0 Total 150 150 150 150 150 87 27 15 15 150 91 19 20 150 99 27 150 63 150 750 CHART – 17 Ranking of Different Trade Promotion Schemes Offered to Retailers Ranking for Different Trade Promotion Offers 91 19 87 8 12 1 2 3 Rank 4 5 1 Gift articles Coupons/Contests Cash discounts Tours Bonus packs 12 8 91 19 20 20 15 15 27 24 9 8 8 21 0 12 12 Cash discounts Coupons/Contests Gift articles 2 6 87 27 15 15 3 70 22 24 9 25 Tours 25 63 99 27 Bonus packs 70 6 22 50 S. Cash discount as 1st. Coupons & Contest as 2nd.
• • Most Preferred Trade Promotions by retailers is Cash Discount given by the company. Coupons/Contest is also preferred but astonishingly retailers least preferred Tours as measure of trade promotion. 48 .
5 1.Margin Claim Settlement 7.Score 750 750 615 750 750 505 750 Min Score 150 150 123 150 150 101 150 Average Score Actual 450 450 369 450 450 303 450 Score 580 598 349 287 534 236 277 Order Taking Billing/documentation Credit Period Alloted. Market Performance P.5 PoP Attrac.Score 580 598 Bill/Doc 349 C. Evaluate marico on following Parameters's/Activities? (1: V Good & 5: Very bad) Activities 1 POP Attractiveness 2 18 36 0 0 10 0 0 107 87 53 0 93 22 0 Ranking 3 4 14 16 20 10 24 10 0 9 11 27 117 17 49 127 5 2 0 23 23 6 20 23 Order Taking Billing/documentation Credit Period Alloted.Margin Clains Settlement Rank 1 2 3 4 5 Points 5 4 3 2 1 Total Responses 150 150 123 150 150 101 150 Activities POP Attractiveness Max.Q11).5 Hundreds 4. Market Performance P.Performan Claim Profit Margin ce Settlement 534 236 277 Findings: 49 . Order Taking W.Period Alloted 287 M.
Retailers are highly dissatisfied with the system 50 . It's actual score is 236 which is also less than the required average score for that attributes/activities • Claim Settlement is the parameter where the score is lowest among all the parameters Interpretation: • • • POP attractiveness is Good according to retailers Order taking mechanism is also satisfactory and according to retailer's requirements. For Billing/Documentation only 123 retailers have given responses. but from the responses given and analyzing the score retailers perceive the Profit margin of the company to be less. In terms of Profit Margin that retailers earn on the Product of Marico the responses were provided by only 101 retailers. Therefore the average score comes to 369 and the actual score is 349 which is less than the average score. • • For Credit Period allotted the score is 287 which is lowest among all and very less than the average score. and analyzing the score it shows that retailers are dissatisfied with Billing/Documentation system of the company.• • • From the above responses it could be analyzed that POP attractiveness' has got score of 580 that is above the average score. • • Credit period allotted is also rated poor by retailers it shows some problem in credit allotment to retailers either by intermediaries or the company itself. Most of the retailers refrain from answering the question. Order taking mechanism of Marico Company has also got score of 598 above the average score. Most of the retailers says that they do not take bill because of VAT problem. • Company claim settlement system is extremely poor.
QUESTIONNAIRE ANALYSIS (of Wholeseller's) Q1) Do you buy the products of Marico from other Supplier than the stockiest of your area? Yes Yes No 26 4 No CHART – 19 Wholeseller's Responses for Purchase Other than Area Stockiest. 30 Wholesellers Responses 25 20 15 10 5 0 Yes No Findings: From analyzing the responses of Wholeseller it could be analysed that 87% of responses say that they purchase marico products from other purchase destination. Purchasing is done mainly form outside in order to meet retailers order and due to unavailability of specific product with stockiest. and only 14% of the responses say that they do not purchase from other area than stockiest of their own area Interpretation: • • Most of the Wholeseller's purchase product from the other area. 51 .
Score5 & Rank 5 Score 1 Min Score: 30 & Max Score 150.Bad) Services Provided 1 2 3 4 5 Total Score Van Delivery 124 4 26 0 0 0 Order Taking 115 5 21 0 3 0 Claim Settlement's 55 0 0 0 25 5 Product Availability 96 0 17 2 11 0 Credit Period Alloted 76 0 8 0 22 0 Discount/Margin 95 0 18 0 11 1 Rank 1.Credit Period allotted and discount margin have scored less than 90 which is below the average score • Product availability is also 96 points.Deliver.Score for different services provided by the stockiest to Wholeseller's it is analysed that services like V.Average 90 CHART – 20 Evaluations of Services Provided by Stockiest to Wholeseller 150 124 115 96 76 55 95 30 Van Delivery 124 Order taking 115 claim settleme 55 Pr.Settlement.Order Taking.Availa bility 96 Credit Alloted 76 Discount/ Margin 95 Series1 Findings: • From the above analysis of W. have score more than 100 which is above average score • Other Services like C.Q2) Are you satisfied by the services given to you by the stockiest of your area? Indicate (1: Excellent & 5: V. 52 .
good it also shows Wh. There is some problem in the claim settlement system and Wh.sellers has rated V.sellers are satisfied Claim Settlement has got least point rated Bad by majority of respondents.sellers are not satisfied Credit Period allotted by stockiest to them is perceived less thus it is rated bad by majority of respondent showing they are dissatisfied by credit period allotted Discount/P.Margin & Product availability given to Wholeseller's is perceived to be average as score shows that it is just up the average score. 53 .Interpretation: • • • • • Wh. Order taking is also rated V.good to van delivery by majority of them it shows they are satisfied by the service.
Area Sometimes Never 0 8 22 0 7 2 21 0 CHART – 20 Wholesellers Purchasing Frequency & Destination other than Area Stockiest S to c k ie s t o f U .A r e a 70% R a r e ly 73% Findings: Form the above analysis it could be identifies that Wholeseller's purchase product from the other area which happens rarely and according to 8 respond ants it happens sometimes.Area Stockiest of other R. There seems a problem between C& F agents& Stockiest in order Taking and delivery which need to be readdressed by the company. Most of the times local Wholeseller has to purchase products from other rural stockiest in order to meet the retailers order.A r e a 7% S to c kie s t o f o th e r R .sellers of other R. 54 .Area Wh. Most preferred destination for purchasing is Stockiest of other rural area for most of the wholesalers.s e lle r s o f U .sellers of U.Q3) How often you buy the marico products from other Supplier and not of your area? Mostly Rarely Mostly Sometimes Rarely Never Stockiest of U.Area Wh. Interpretation: • • • Product Availability with the sockets is a area of Concern for the Company.A r e a 23% S o m e t im e s 27% W h .
& After shower are the products which are not efficiently distributed by the company The problem might be at C & F agent. 55 . edible oil is bought from other location according to 18 responses.Q4) Which are the Product's that you buy from the other suppliers majority of times other than the stockiest of your own area? (More than 1 response) Hair Oil Category Hair Care Category Edible Oil Category Other Products 3 36 18 8 CHART – 21 Category of Products that are unavailable from local Stockiest 8 3 Hair Oil Category Hair Care Category 18 36 Edible Oil Category Other Products Findings: As from the above analysis it has been found out that majority of retailers buy the hair care product's from other stockiest as it has 36 responses. or stockiest that the company needs to identify and work upon it so that distribution of such products cab be turn in lieu of demand from the Wholeseller's and local retailers. Interpretation: • • It can be said that the Hair Care category that includes silk & shine. Mediker.
5% 10 – 15% 0-5 5-10 10-15 15-20 20 8 2 0 5 .15 Percentage Of Order Loss (PA) 0 15-20 Findings: From the responses it could be anlysied that wholesleers average business or order are affected by 0-5% according to 20 responses.10% 15 – 20% CHART 22 – Percent of Order Loss to Wholesellers due to Defective/Cutting Problem 25 20 Responses 15 10 20 5 0 0-5 5-. 5-10% according to 8 repsonses Interpretation: • • • The cutting problem is definitely impacting the wholesalers business Wholeseller's order are not met in time in return it impacts retailers order and ultimately product availability to end user Company shoulds try and bring down the percentage defect in product that may cause due to transportation.10 8 2 10-. improper handling or packaging etc 56 .Q5) Approximately how much of your order from retailers are impacted/affected due to cutting problem or defective products supplied to you? 0 .
9-10)/0. Proportions 0. 57 .5 7.03 z cal = 8.HYPOTHESIS TESTING Null hypo: Less than 10% of sale is affected due to defective products or cutting problem µHo < 10 % (Null hypo) µH1 >= 10 % (Alt Hypo) Significance level: 5 % It is one-tail test. so the null hypothesis is rejected.112 Ζ = (x -µ)/ S.(-48/30)2 = 0.5 12.645 Calculated value of Z is more than table value.E = (10.03 z tab = 1.15 % 15-20% X 2.112 = 8.9 Σfd = --48 Σfd =88 2 σ = sqrt [Σfd2/n – (Σfd/n) 2] = √ (88/30). = 0.5 + (-1.61 S.5 20 8 2 0 f d -2 -1 0 1 fd -40 -8 0 0 fd2 80 8 0 0 N= 30 X = 12.5 % 5.5 + Σ fd/N = 12.10 % 10.E.60) = 10.5 17.
9 0.5 7.5 17.112 8.c less than 10 percentage of sales is affected by cutting problem mead point frequncy 2.611 0.645 58 .5 20 8 2 0 30 d -2 -1 0 1 fd -40 -8 0 0 -48 fd*d 80 8 0 0 88 0-5 5-10 10-15 15-20 MEAN SD SE Z table value 10.068 1.5 12.
SHANTI AMLA • It is Dissatisfied Brand of the Company.P Offers and even pricing is effective. and they are satisfied by Packaging and Trade promotion offers given on this brand SILK & SHINE • It is Satisfactory brand almost on all Parameter's. Satisfaction level is high on other parameters as mentioned above but the product variants in this brand are just two which according to retailers are less and thus they are dissatisfied with the brand on this parameter. (Based on Retailer's Responses) ► Company Marico has strong and long term association with the retailer's in rural area's ► Parachute is the most satisfied Brand/product.CONCLUSION OF THE STUDY.Packaging & Product Varities are the parameters on which company is lacking resulting into dissatisfaction among the retailer's AFTER SHOWER • It is a new Product therefore it is neutrally rated on Product Varities and Pricing but retailers are dissatisfied by the commission given given on this brand. ► The Individual Product/Brand Satisfactory Chart is as under: PARACHUTE • It is a Satisfied Brand of the company and satisfaction is high on all parameters (i. There are no Product Varities in this Brand. and Sweekar Edible Oil & after Shower Gel. 59 . but the Brand Shanti Amla is area of concern as it is regarded to be dissatisfied brand. Commssion.e. T.) Packaging. Product Varities. followed by Saffola. Silk & Shine Hair & Care. HAIR & CARE • It is satisfactory brand of the Company.
P offer's given to them as they perceive it to be less than as compared to other competitor's in the same product category. 60 .SAFFOLA • It is a satisfied Brand. Gift Articles at 3rd. According to retailers they say that sometimes company sends more of the same Brand or less of the same or sometimes the entire order is not according to prescribe order quantity. Another Market research is required specifically on Brand v/s Competitions v/s Commission paid to retailers. ► Credit Period & Profit Margin allotted to retailers by the company is perceived to be less and thus they are dissatisfied on this parameter ► Claim Settlement System of the company is Extremely Poor. followed by Coupons at 2nd. SWEEKAR • It is a dissatisfactory Brand. ► Company is providing Timely & Accurate deliveries of goods to it's rural line retailer's but the Completeness of Order is not maintained. Product Varities and Pricing of this Brand but that are dissatisfied by the Commission given and T. ► Company is having efficient Sales Force and their Visit to retailers for order taking is also adequate and satisfactory. Bonus Pack's at 4th & Tours at 5th ranking.P Offer's and pricing they perceive it to be high as compared to competition. It shows that deliver system is efficient and effective but the Dispatching is the area where company needs to improve. T. ► Proportion of Defective product is less which shows effectiveness of product handling. Majority of retailers are dissatisfied by commission system. Retailers are satisfied by Packaging. efficiency of delivery mechanism and the quality and packaging standard's that the company follow's ► Most preferred trade promotion is Cash Discount. ► There is some definite problem with the commission system and commission paid to retailers by the company. Retailers are dissatisfied by commission. Company need's to make it efficient and faster.
They rate it good along with order taking mechanism. ► Claim Settlement and Credit period given to Wh.sellers by the company is rated poor which shows that retailers are dissatisfied by company on this parameter's ► Wholeseller mainly Purchase Hair Care Products and s from other Stockiest which shows that this product are not supplied according to retailers and whole sellers order by the company stockiest to whole sellers. 61 .Wholeseller's mainly purchase from the stockiest of other rural area in such situation ► Wholeseller's are satisfied with Van Delivery of goods to them by their area stockiest.(Based on Wholeseller's Responses) ► Large chunk of Wholeseller's purchased goods from the stockiest other than of their own area which shows product availability with wholesalers is not enough to match the order of retailers.
RECOMMENDATION 62 .