Submitted By

Section: C Group: 1
Distribution Name Reg No

Strategies for Abhishek Roy Chaudhury

Alisha Sheikh
19PGDM125
19PGDM130

Mast Cola Anish Dey

Priyanshi Kanoongo
19PGDM132
19PGDM158
Souryarup Ghosh 19PGDM190
 Product Overview
Mast
Cola Mast Mast
Cola

Available SKQ:
Cola Available Variants:
Plastic bottles  Orange
1. 300ml – 20/-
 Cola
 Lichi
2. 650ml – 38/-
3. 1000 ml – 68/-
Glass bottles
4. 200 ml – 12/-
Mast Can
5. 200 ml can – 20/-
• Segmentation done • Segmentation • Segmentation is • Segmentation done
on the basis of would be done on done on the on the basis of
regions across the basis of age basis lifestyle specific behavioral
country gender. and personal patterns.
• Segmentation is also • Monthly characteristics. • Customers are
done on the basis of household • Social class is segmented on the
gradation of city i.e. income is also a also an basis of regular
tier 1, tier 2 and tier basis of important buyers and seasonal
3 city. segmentation. parameter of buyers.
Various SKUs psychographic
would be there to segmentation,
cater the needs of where the
people from all population
income category. segmented into
working, middle
and upper class.
 Targeting
Mast cola targets people from across all over India. People from specifically tier 2, tier 3 cities are targeted

Youths in age group of 18-40 would be targeted. Mostly people from middle and low income segment would
be targeted. The product would be value for money.

People from all beliefs and values are targeted, youths with trendy lifestyle would be targeted

Customers who were previously buying cold drinks of foreign brands would be targeted.
 Positioning
Product attributes and Product price
benefits
Mast Cola is associated
Mast Cola positions it’s with concept of quality
products as thirst product at affordable
quenching and refreshing. price, value for money.

Competitors

The product is superior in quality

and taste from all the competing
soft drinks manufactured by
MNCs.

Product quality Product use and application

Mast cola is manufactured at Mast Cola is consumed by

mechanized plant with proper people to quench thirst and
health and safety measures. to get refreshed.
 Perceptual Mapping
High Price

Low Quality High Quality

Mast
Cola

Low Price

General Trade
-> Key channel to gain market share
-> Most apt channel for end to end
customer engagement providing high
brand experience
-> One of the most emerging channels in
Distribution Channel
HORECA
Modern Trade
-> Normally termed as the food and
-> Gained significant importance in the
beverage service trade channel
modern era
-> Not such a developed channel
the urban and semi- urban areas
 Super Distributor
Retailer

Manufacturer Distributor
Customer

Supply Chain-
Distribution Channel
 Beat Planning
• A distributor is responsible to supply products in the designated
Beat Z1 location assigned to him

• Here a distributor is considered whose area is Z

Beat Z2 • This particular distributor has one salesman who is responsible for
taking orders and getting them delivered to the retailer on behalf of
the distributor

Beat Z3 • The area is ideally divided into 6 beats considering the 6 days
working in a week
Area Z
Day Beat Name
Beat Z4
Monday Z1
Tuesday Z2
Beat Z5 Wednesday Z3
Thursday Z4
Beat Z6 Friday Z5
Saturday Z6
 Quarterly sales of xyz distributor( Product- Mast Cola) in '000'

  New Line Overall*

Profitability    
Sales 150 510
COGS 142 490
Gross Profit 8 20
     
Expenses    
Direct Selling 2.7 7
Office Expenses 1  
Travel 1.5 4.5
Interest 1  
Net Profit 1.8 8.5
     
Working Capital Employed    
Own 22 60
Borrowed    
Bank 32 50
Other Sources 35 50
Total Working Capital 89 160
     
Average Inventroy 60  
Average Receivables 25  

*Including the business of companies other than Mast Cola handled by the distributor
 Calculation of Ratios
  New Line
Turnover ratio (Sales/Working Capital) 6.74
Gross Profit/Sales 5.33%
Operating Expenses/Sales 3.47%
32.73%
Return on Own Capital (Net Profit/Owner's Capital)
25%
Ratio of Own/Total capital Employed (minimum)
Average Stock Level 38.56
Average Credit to Retailers 16.07

Particulars Amount Inventory turnover ratio 9.47

Quarterly sales 150000 Receivable turnover ratio 22.72
Avg monthly sales 50000
Quarterly inventory 60000
Avg monthly Inventory 20000
Avg monthly return on sales 2665
Yearly return on Sales 31980
Order Stock to Manufacturer 15000
Credit to retailers 25000
Average Total Investment 60000
Yearly ROI 53.3%
Thank
You..