1 DR.

SAILUS WATER DISTRIBUTION STRATEGY

Dr. Sailus water which is being manufactured near the market pf comsumpt1wherein there are two
methods of distribution being considered for distribution as shown below
1. BusyBoys Online selling
2. Retail network management
The products which are being considered in Dr. Sailus water are as shown below
1. Dr. Sailus +1 Packaged drinking water (1 Ltr)
2. Dr. Sailus packaged drinking water with BIS certification
3. Dr. Sailus packaged drinking water with BIS recommended standard
2 BUSYBOYS ONLINE SELLING
The BusyBoys online selling constitutes of supplying water to BusyBoys members in two categories.
1. Busyboys explicit Dr. Sailus water card - The Dr. Sailus water card holder will be given pre fixed
bobbles with replenishing schedule twice weekly. The number of bobbles will be based on the
category of the card which is mentioned in the Table-1. BusyBoys water card holder can avail out of
schedule replenishment either by calling the call-center or send an SMS or an email or book online
by mentioning their card number for their requirement of water.
S No. Deposit Amount No of water Bobbles Per Week No of Bobbles
1 400 4 2
2 800 8 4
3 2000 20 10
4 5000 40 20
5 10000 80 40
6 50000 400 200
7 100000 1000 500

Busy Boys will be follow the following strategies for selling the Dr. Sailus Water cards
S No Marketing Strategy
1 Google add words
2 Mailers
3 SMS
4 No parking board with adds
5 Radio adds
6 Print media
7 Advertisement videos in Volvo and long route buses
8 Play Cards --> Lollypops
9 Direct Sales - Sales Executive

The Sales of the water card will be based on the successfulness of the campaign shown above. The
customers value addition will be realized in the following manner
1. Most economical water supply with reliable quality standards
2. Dr. Sailus Professional delivery mechanism and sophisticated & seamless delivery of the water
3.
Budget for the advertisement will be decided based on the end customer pricing which makes the
product saleable. The details will be worked out from the manufacturing cost manufactures margin
transportation marketing over heads and distribution network overhead and prevailing cost of the
competitors.
The Consumers will be able to buy the Dr. Sailus Water Card over at BusyBoys Portal, or BusyBoys Stalls
or with BusyBoys Sales Executive.
3 RETAIL NETWORK MANAGEMENT
BusyBoys will be appointing Various Distributors to disburse the Dr. Sailus Water for Retail Chain.
The retail Chain will be targeting all the Dr. Sailus Product Lines Primarily Specialization in Water related
products. The Distributors will appointed for Dr. Sailus Water products initially around Dr. Sailus
Associated Water Processing and Bottling Plant. Then it will be expanding the Reachability of the Dr.
Sailus products of the around the epicenter of the plant.
The Dr. Sailus Network will contain two Layers between Plant and Consumer.
1. Distributor
2. Retailer

The Distributor will be appointed based on the Domain Experience, Experience in Dealing with the
Similar Products, and Financial Capability which will be assed based on the previous IT Returns or the
Net-worth of the Primary Owner of the Prospective Distribution Entity. Once the Distributors
Appointment is finalized the distribution contract will be signed with Following Conditions.
a. Deposits and Franchisee Fees
b. Period of Contract
c. Min Quantities of Disbursements
d. Transfer Price Slabs
e. Incentive Plan
f. Marketing Responsibilities
g. Termination Clause
h. All other Statutory Clauses

The Distributor will offer the retailer transfer prices (Never above the prices decided by the Company) as
per the order volumes by the Retailer.
And retailer will allowed to sell the same as per the MRP rules.
The company will be offering various additional incentive plans and Distributors and Retailers time to
time. The Distributor may create any special offers on his own but the same without effecting the
transfer prices from the company to the Distributor, but these offers still have to be ratified by
Company.
Following is the Indicative Transfer Prices that will be offered to the Distributor and MRP for the
Retailers. Which needs to be ratified and finalized to further into allotment of the Budgets and Staring
the Business.

S
No Size of the Bottle
Processing
- ExWorks Transportation
Plant
Margin
Corporate
and
Marketing
Overhead Vat
Service
Tax
Distribution
Cost
Distribution
Margin
End
Customer
Price
Expected
Volume
For
Hyderabad
No. Of
Units Turnover
Corporate and
Marketing
Overhead Per
Day
Corporate and
Marketing
Overhead Per
Month
1 Amma Water 6

10.00

- 0 0
2 1 Liter 6 1 1 1

1.29

1.27

11.55 2

13.55

100,000

100,000

34,656,903 100,000 3,000,000
3
20 Liter Bobble
Non-BIS 4 3 6 4

2.43

2.39

21.82 5

26.82

100,000

5,000

3,273,152 20,000 600,000
4
20 Liter Bobble
BIS 10 3 12 4

4.15

4.08

37.22 8

45.22

1,000,000

50,000

55,836,122 200,000 6,000,000


SALES CAMPAIGN for
20l Bobbles

Weeks New Zones
No. of
Executives
Burst
Campaign
Completed
Zones
Retainer
Executives
Total No. of
Executives
Tele Calling
Marketing
and Booking
(Outbound)*
Tele Calling
Marketing and
Booking (In-
bound)**
01-03 3 15 0 0 15 5 5
04-05 5 20 3 3 23 5 5
06-07 10 20 8 8 28 5 5
08-09 16 20 18 9 29 5 5
10-11 16 20 34 17 37 5 5
11- 50 25 25


MARKETING
CAMPAIGN for 20l
Bobbles
Weeks Paper Advt. Paper Inserts
TV
Scrolls
Radio
Advt. SMS Email Campaign Stall
01-03 Weeks One
New Zones Alternate Days
Finished Campaign Zone weekly Once Budget Budget
New Zones
Weekly Twice
Weekly Twice for
Two Months
Two Stalls on
Daily Rotation for
New Zones
04-05 Weekly One
New Zones Alternate Days
Finished Campaign Zone weekly Once Budget Budget
New Zones
Weekly Twice
Weekly Twice for
Two Months
Two Stalls on
Daily Rotation for
New Zones
06-07 Weekly One
New Zones Alternate Days
Finished Campaign Zone weekly Once Budget Budget
New Zones
Weekly Twice
Weekly Twice for
Two Months
Four Stalls on
Daily Rotation for
New Zones
08-09 Weekly One
New Zones Alternate Days
Finished Campaign Zone weekly Once Budget Budget
New Zones
Weekly Twice
Weekly Twice for
Two Months
Four Stalls on
Daily Rotation for
New Zones
10-11 Weekly One
New Zones Alternate Days
Finished Campaign Zone weekly Once Budget Budget
New Zones
Weekly Twice
Weekly Twice for
Two Months
Four Stalls on
Daily Rotation for
New Zones
11- Monthly One All Zone Weekly Once Budget Budget
New Zones
Weekly Twice
Weekly Twice for
Two Months
Four Stalls on
Daily Rotation for
New Zones



OPERATIONAL ROLLOUT PLAN for 20l
Bobbles
Weeks New Zones
Completed
Zones
No. of Active
Delivery
Agencies
Customer
Support
Executives
(Inbound)**
Supervisors /
Managers For
Customer Support,
Procurement,
Distribution and
Logistics
01-03 3 0 3 5 1
04-05 5 3 8 5 3
06-07 10 8 18 5 6
08-09 16 18 34 5 8
10-11 16 34 50 5 10
11- 50
* Total of 10 People CallCenter will be dedicated for Water related activity initial burst between 01-11 Weeks


** Same Team, After the initial burst there will be this team only(i.e. 5 member team)



Next Steps in Establishing the Packaged Mineral Water Business
S No Step Starting Date Pre-
Requisites
Budget
1. Study and get the feelers in Distribution
Network

2. Establishing the manufacturing Plant or
Creating Manufacturing Partners

3. Establishing the Distribution Network near
Plants

4. Creation of Promotional Plan for the Packaged
Drinking Water

5. Implementation of the Promotional Plan
6. Starting of Manufacturing Packaged Drinking
Water

7. Establishing of Door Delivery Water Retail
Network for the 20 Liter Bobbles

8. Enrollment of Water Cards
9. Assignment of Water Card Holder to a Retail
Door delivery Agent.

10. Increasing the Business