A

PROJECT REPORT
ON

Building best practices in merchandising process

&
Performance report of researcher as Field Officer
A detailed study done in
GODREJ SARALEE LTD.
Submitted in partial fulfillment of the requirement for the award of degree of
Masters of Management Studies (MMS) under Mumbai University.

Submitted by
ASHISH .N.THUSE
ROLL NO: 119
BATCH: 2009-2011

Under the guidance of

MR, S.N SHETTY PROF. MONA SINHA

(ASM, MUMBAI) (FACULTY, BVIMSR)

Bharati Vidyapeeths Institute of Management Studies And Research

Sector NO 8, CBD Belapur, Navi Mumbai - 400 614
 Acknowledgements

I would first like to thank Mr. S.N Shetty (ASM Mumbai) the project guide for
giving an opportunity to work on such an important project. He kept full faith and confidence
in me that he could complete the project on time. Mr. Shetty continuously gave his guidance
and shared his experiences and knowledge of the industry. He was also helpful to provide all
the necessary information that was required to complete the project in time.

Secondly I would like to thank Mr. Sachin Khurana (GM Sales West) who was directly
working with me on the project as he heads the sales for the region. He was kind and patient
enough to give his time and energy in making me understand about the mosquito repellant
industry right from scratch. He gave his valuable insights and constantly guided the
researcher and gave him the right directions. I am also thankful to him as he involved me in
making some of the key decision making process and considering the suggestions without
any hesitations whatsoever. .

Last but not the least I would like to thank all the FO (FIELD OFFICER), DFS & all the
office staff who have directly or indirectly helped the researcher to make his summer
internship a success

~1~
 EXECUTIVE SUMMARY
The researcher has done the project in Godrej Saralee head office located eastern express
highway Vikhroli (w) Mumbai.

The project report contains two topics:

Building best practices in merchandising process

Performance report of researcher as a Field officer

The first topic is about merchandising which includes definitions, rules & concepts of FMCG
merchandising the project also explains about the evolution of the mosquito repellent industry
and contains overall current market share, category wise market share & segment wise
market share. The research was carried on in different parts of Mumbai so as to study the
merchandising practice followed by GSLL & other FMCG companies, the researcher has
given a detailed merchandising practices followed by:

HUL

P&G

GSKCH

GSLL

By all observations and data analysis the researcher has suggested GSLL about some
merchandising practice that they need to follow to upgrade its merchandising practice &
strategy.

The second topic is on a performance report of researcher as a field officer, the researcher
served as a field officer for one month, handling chembur based distributor M/s R.S Gupta
having 4 DFS and handling Kurla(w).

The report tells about the role of a field officer in detail, the report also shows the
researchers contribution as a field officer in terms of:

Sales

DFS training

New outlet opening

Increase visibility

The report also contains some suggestions which may help to increase the motivation level of
DFS which intern leads to increase in efficiency of DFS.

~2~
 Vision and Mission

They will

Be among the largest two players in Asia (excluding Japan) in Household Insecticides
category.
Build a profitable Rs. 100 crore air care business in India

They shall achieve these objectives by :

Accelerating the growth and capturing dominant share in Indian market

Actively pursuing overseas acquisition
Building operational excellence through the principles of Theory of Constraints
Nurturing a high performance high values culture

The Management Philosophy of GSLL can be expressed in a single word: "PRIDE"

Passion.
Respect for people.
Integrity.
Dedication.
Extraordinary Creativity.

~3~
 About Godrej Group
Established in 1897, the Godrej group has grown in India from the days of the charkha to
nights at the call centers. Its founder, Ardeshir Godrej, lawyer-turned-locksmith, was a
persistent inventor and a strong visionary who could see the spark in the future. His
inventions, manufactured by his brother Pirojsha Godrej, were the foundation of todays
Godrej Empire. One of Indias most trusted brand, Godrej enjoys the patronage and trust of
over 400 million Indians every single day. Their customers mean the world to us. People at
Godrej are happy only when they see a delighted customer smile.

With 7 major companies with interests in real estate, FMCG, industrial engineering,
appliances, furniture, security and agri care to name a few their turnover crosses 2.5
billion dollars. You think of Godrej as such an integral part of India like the bhangara or the
kurta that you may be surprised to know that 20% of their business is done overseas. Their
presence in more than 60 countries ensures that their customers are at home with Godrej no
matter where they go. With brands you can believe in, service excellence you can count on
and the promise of brighter living for every customer, Godrej knows what makes India tick
today.

Today, they are at a point in Godrejs history when their amazing past is meeting up with its
spectacular future head on. Godrej is learning and relishing being young again.

~4~
 About Godrej Saralee
Godrej Sara Lee is a joint venture company between the Godrej Group, India and Sara Lee
Corporation, USA with a 49/51 shareholding respectively (With strong brands like
Goodknight, HIT, Jet, Ambipur, Brylcreem and Kiwi). GSLL is the market leader in the
Indian household insecticides category and has a dominant presence in the air care, shoe care
and male hair care categories. Apart from India, it has also achieved substantial market
leadership in Nepal, Fiji and Yemen.

On 8th August 1994, Transelektra Company (TDPL) and the Goodknight brand came into the
Godrej fold. A year later, the company became a joint venture between the Godrej Group and
Sara Lee Corporation. As one of Indias premier FMCG companies with a significant
international presence GSLL combines the values and traditions of two renowned
conglomerates, Godrej and Sara Lee, to offer world-class products and services to the Indian
and global consumer.

GSLLs workforce of nearly 750 committed employees work within a High Values- High
Performance culture to preserve a strong track record of excellent performance. GSLLs
manufacturing foot print is spread across the country and its distribution network reaches
more than 500,000 retail outlets nationwide. Its manufacturing facilities are located in
Pondicherry, Chennai, Guwahati, Meghalaya, Jammu and Goa. GSLL exports to 51 countries
with a significant proportion of its exports going to markets within the SAARC Countries and
South-east Asian region. It also has full-fledged operations in Sri Lanka and Bangladesh.

The company has a state-of-art research center based in Vikhroli, Mumbai. Equipped with all
the modern amenities, a team of scientist carries out extensive research in 5 major sectors.
Amongst its significant achievements, Godrej Sara Lee bagged Presidents Award from Sara
Lee worldwide for its excellence in management and record performance for 3 times in a row
from 2000 to 2003.

As now Godrej group have acquired 51% stake in Saralee corp USA, the group is now called
Godrej Household Products Limited (GHPL).

Achievements

HSBC Award: "Best Domestic Solution" award Cash Management from HSBC Bank.
Super Brand Award: Goodknight, Brylcreem.
Goodknight: No. 1 household care brand in Brand Equity survey.
Goodknight: Featured as the 14th most trusted brand in Brand Equity survey in
FMCG industry.

~5~
 Brands
Goodknight

Goodknight is the only fully entrenched brand in HI with significant presence in all the
formats. Goodknight grew from strength to strength launching Mats followed by Liquid
Vaporizers, coils, lotions and aerosols. There is a stark difference between Goodknight
and other brands in this category. Every other brand talks of killing mosquitoes;
Goodknight feels it simply needs to state that it protects against them.

Goodknight Advanced promises to give technologically advanced

solutions overcoming the key format barriers with products like
double power Activ+ System for Refill, Advanced Low Smoke
alternative in coils and a pleasant experience aerosol.

Goodknight Naturals Promises to tackle consumer concern of safety.

It achieves this through the products which has a blend of active and
exotic natural ingredients that lends reassurance of safety.

Goodknight base range the above two platforms will add to the
already existing care imagery of the brand.

Goodknight further created stronger consumer connect by humanizing the brand values
through carefully chosen brand ambassadors. Actress Rani Mukherjee and now Vidya
Balan were selected on the basis of the researched fact that they epitomized dynamism,
warmth and caring values that the modern Indian housewife empathized with and
Goodknight stands for. This greatly helped the brand break through the clutter and give it
a larger than life image.

~6~
1) HIT

With increasing awareness among consumers regarding the harmful effects of pests,
particularly mosquitoes & cockroaches, their tolerance levels towards them in their houses
have also fallen down significantly. With this, there is a rising need to not just repel them but
kill them, instantly. And this when only one brand comes to mind, HIT, which is considered
the most powerful & efficacious of pest solutions that kills pests instantly.

HIT was introduced in form of the first Do-it-Yourself Specialist Flying Insect & Crawling
Insect Killer Spray in 1991, when consumers used the traditional route of spraying a mixture
of kerosene & chemicals to kill household pests. Understanding the consumers needs, HIT
was launched with a promise of eliminating pests in the best possible way and thereby
introduced a wide range of products in the form of aerosols, chalks and baits.

Its powerful imagery and superior product solutions has helped HIT develop a strong
consumer base and expand it relentlessly over the time. With a strong focus on consumer and
relevant innovations, consumers have recognized HIT with the coveted Readers Digest
Trusted Brand Gold Award for 2009.

HIT CIK (Crawling Insect Killer)

Leader in cockroach solution

Unique Seek n Kill applicator which kills hidden cockroaches

HIT FIK (Flying Insect Killer)

The Most powerful mosquito solution acts the fastest with visible drop dead action

Kills both flies & mosquitoes

~7~
Rats & Chalk

Kills all crawling insects.

Contact Poison

In a special pouch pack, requiring no touching with hands

3) JET Brand
Is the regional jewel for Godrej Sara Lee, with more around 80% Market Shares in coil in
Andhra Pradesh. JET Brand has continued its dominance in Andhra Pradesh Market and
shows a strong consumer choice for Mats, Refills and Other Sara Lee Formats. With the
promise of fast action on tough mosquitoes JET has ruled over the consumer hearts for years.
It has always contemporized itself with consumers with its newer identity and innovative
products.

Jet Chandan 12 Hr Coil

Jet Chandan Coil A coil with the goodness of Chandan, gives a

Chandan experience to your home.

Jet JUMBO GOLD refill

The powerful refill with a promise of relief from tough mosquitoes, it

has special formulation which gives quick relief from mosquitoes.

Jet Silver Mat

Jet silver Mat with the power of silver technology gives instant relief
from mosquitoes. Its the safest solution available and dominates the
market with more than 90% market shares in Andhra Pradesh.

~8~
4) Ambipur

About Ambipur

Ambipur Car is Indias No. 1 brand of car fragrances available in 6 different variants and a
sleek international AC vent diffuser device which has a provision to adjust the fragrance
intensity.

Ambipur electrical air freshener for home

Ambipur air freshener spray

Aromatherapy Range

Aromatherapy fragrances are available in all three formats:

Car AC Vent, Electrical air fresheners and aerosol sprays.

~9~
5) KIWI

Kiwi is the Worlds No. 1 Shoe Care brand sold in over 200 countries around the world.
From 1906, Kiwi products have been regarded as the best products to polish, shine, nourish
and protect shoes across the globe.

Paste Shoe Polish - Kiwi wax-rich formula deeply penetrates leather to nourish it and make
it supple, while giving it a long lasting KIWI Shine. It protects leather against water and
stains and enhances the life of shoes.

Liquid Shoe Polish - Kiwi Instant Wax Shine is a superior, convenient-to-use liquid polish
with a unique double sponge applicator. It contains the richness of Dysolwax Polish, which
nourishes and protects shoes while giving them a fresh shine.

Express Shine Sponge - Kiwi Express Shine gives instant shine day after day. With a unique
level-indicator and easy to grip design, Express Shine can be used on vinyl and rexin shoes
and other leather accessories like bags, belt, briefcases etc.

Suede & Nubuck Renovator/Cleaner - Kiwi Suede & Nubuck range cleans and protects
Suede & Nubuck shoes and accessories. It also nourishes and increases the life of the shoe by
giving it a water resistant finish.

Shoe Shampoo - Kiwi Sports Shoe Shampoo contains special ingredients that removes dirt,
duct and light grease marks. It brightens the colour and imparts freshness to the shoes.

Canvas Cleaner - Kiwi Shoe White contains a unique optical whitener to give shoes a pure
white finish. The optical brightener imparts a bright white finish on drying.

Kiwi Shoe Care Kiwi Kleen

~ 10 ~
6) Brylcreem

(Pronounced brill-cream) is a men's hair grooming product created in 1928 by County

Chemicals at the Chemico Works in Bradford Street, Birmingham, England. Brylcreem has
been in India since the late sixties. It was the first brand to use a cricketer for endorsement:
Farokh Engineer. The Brylcreem glass jar was a familiar prop in Hindi films and thus found
its way into fashionable men's grooming repertoire.

Brylcreem Hybridz

Premium range of Hair Gels with most advanced and contemporary

technologies in Hair styling, the first launch from this platform includes a
unique combination of Wetlook and Styling Hold in one single product.

Brylcreem Gels

Wet look Ultra strong Hold

Brylcreem creams

Protein plus Naturals Dandruff Control

~ 11 ~
 Overview of the Mosquito repellent Industry

THE EVOLUTION:
Coils were the first mosquito repellants to be introduced in the Indian market. The first brand
of coils was Tortoise, launched by Bombay Chemicals Ltd. (BCL) in the 1970s. In the 1980s
Good Knight was launched and mats used with electronic mosquito destroyers became
extremely effective. In the mid 1990s Karamchand Appliances created a new segment of
vaporizers with the launch of All Out. .This segment was almost completely dominated by
KAPL. GSLL (Godrej Sara Lee Limited) could no longer ignore this growing segment and
launched its own vaporizer under the Good Knight brand in 1996-97.

In the latter half of the 1990s, the market became much more competitive, with the entry of
GSLL, Reckitt Benckiser and HLL. GSLL launched an array of brands (all coils) like Jet
Fighter (1997), GoodKnight Jumbo (1999) and GoodKnight Instant one after the other The
company's other brands included Banish (mats), Hit (aerosols), Hit Lines (chalks), Mosfree
(lotion) and Hexit (spray).while Reckitt also launched its range of mats and coils. These new
entrants resorted to heavy advertising and aggressive sales promotion tactics. Recently two
new categories of personal sprays and gels have emerged.

MAJOR PLAYERS BRANDS

GODREJ SARA LEE LTD GOODKNIGHT, HIT, JET

RECKITT BENCKISER MORTEIN

S.C JHONSON ALL OUT

JYOTHY LABORATORIES MAXO

Dabur Odomos Cream

~ 12 ~
The Mosquito Repellents market is valued at Rs 2200 crores and is growing at the
compounded annual growth rate (CAGR) of 15%. This segment is characterized by low
competition and high consumption. As people are aware of the diseases (like yellow fever,
dengue hemorrhagic fever, and many forms of encephalitis) caused by mosquitoes, the
demand will keep on increasing, which is a positive sign for the manufacturers, entrants as
well as the existing players.

OVERALL CURRENT MARKET SHARE

~ 13 ~
The category-wise market shares:

Coils command nearly 50 per cent of the market share, vaporizer refills at 20 per cent, with
mats at 10 per cent followed by aerosols at 9 per cent and the rest 11 per cent shared by
creams, heating devices and other products.

~ 14 ~
COMPANYS SHARE SEGMENT WISE

Mosquito coil market:

Market leader: Mortein (29%) from Reckitt Benckiser India Ltd

Market Challenger: Good Knight with a share of 26%

Market Follower: Maxo from Jyothy Laboratories..

Vaporizer refill market:

Market leader: All Out brand from S C Johnson.

Market Challenger: Good Knight and Jet from Godrej Sara Lee Ltd.

Together account for 36% of the vaporizer segment.

Market Follower: Mortein Vaporizer by Reckitt Benckiser.

~ 15 ~
 Mats:
Market leader: Godrej Sara Lee leads the market with its brands Goodknight
Silver mat, but there is a de growth in this segment.

Market Follower: Mortein & Caspre together make 16%.

Aerosol

Market leader: Godrej saralee holding a strong position in this segment with HIT &
goodknight.

Market Challenger: Mortein stands at 2nd position with 22%.

Market Follower: Baygon.

~ 16 ~
 MERCHANDISING

DEFINITIONS:

1) Activities aimed at quick retail sale of goods using bundling, display techniques, free
samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and other point-of-
sale methods. According to American Marketing Association, merchandising encompasses
"planning involved in marketing the right merchandise or service at the right place, at the
right time, in the right quantities, and at the right price."

2) To ensure sales, companies go to great lengths to make sure that their products are visible
in stores and are presented in an appealing, 'sellable' way. This is called merchandising,
which includes product packaging, placement, promotions and pricing to appeal to the target
market.

3) Merchandising is the methods, practices, and operations used to promote and sustain
certain categories of commercial activity in the broadest sense, merchandising is any practice
which contributes to the sale of products to a retail consumer. At a retail in-store level,
merchandising refers to the variety of products available for sale and the display of those
products in such a way that it stimulates interest and entices customers to make a purchase.

~ 17 ~
 RULES OF MERCHANDISING

Eye Level Rule says that whatever is in the eye level and slightly below is at the reach of the
hand. Whatever is at the reach of the hand is likely to be grabbed. People like easy and
effortless shopping, without stretching up or leaning down. This is why you should avoid too
low or to high positioning in the sale outlet.

~ 18 ~
Triangle Rule:

Says that the best positioning in the small sale

outlet is capturing the golden triangle - hot
spots: entrance, the most frequent area and the
cashier. This is obvious, since, whoever comes
to the outlets is coming through all mentioned
spots, and therefore purchasing possibility is
the highest from perspective of horizontal
positioning.

Quadrant Rule:

Says that product positioning is recommended

in all zones of sale outlet, but their strength
from entrance to the cashier is in decreasing
trend. Simply, at the entrance of the sales
outlet the shopper's basket is empty while
wallet is full, shopper is eager to shop. While
moving to the exit of the sale outlet the basket
becomes full, money already allocated and the
shopper is less enthusiastic, since he is starting
to think about the rest of a day, rather than
about shopping. Therefore early positioning in
the sale outlet is important for impulse
purchase based products.

~ 19 ~
X-Merchandising

X-Merchandising of FMCG product (or Cross-Merchandising of FMCG) is positioning the

product next to the other product in the sale outlet that is complementary to your products.
Examples: soft drinks next to snacks, or spices next to the meat.

Positioning before Competition

Positioning before Competition in sale outlet is very important. Who is the winner on 100 m
race? That is the one who first gets to the finish, even if the second one is only 0.01 sec
behind. This is why is important to have position before competition.

Multiple Shopping Points:

More selling points in the sale outlet mean more shopping opportunities for continuous
growth. For small size sale outlet we apply triangle rule, while for the large sale outlets
quadrant rule is more applicable.

FMCG products are subject of planned purchase, but are very often subject of impulse
purchase.

Impulse for purchase can be triggered by

clever positioning and merchandising of
product within the shopping area of the sale
outlet. There are several basic rules for
successful positioning in the sales outlet
that will initiate the shopping need of
consumers, even when they didn't even
thought about buying some item, therefore
providing continuous growth of sales.
Impulse purchase is the shopping that is not
previously planned by the Shopper, but is
initiated by visual input of well positioned
product or advertisement in sale outlet.
Impulse purchase is a phenomenon that can
bring significant sales increase of FMCG if
fully explore positioning opportunities.

~ 20 ~
 Corporate Block

Corporate Block is the section on shelf or

separate rack in sale outlet that is dedicated
for product of one manufacturer or brands
owner. Corporate block gives strength from
brands synergy; it creates visual impact and
increase brands value. Shopper is more
likely to be attracted by impressive, well
arranged section dedicated to one producer,
than by the bunch of products scattered
around on different shelve.

Corporate Block in Sale Outlet

GOOD VISIBILITY COMPRISES OF

~ 21 ~
 Merchandising Practice followed by HUL

HUL provides displays to its retail outlets and wholesale outlets and those could be paid or
unpaid. It gives display schemes accordingly, so that their customers are happy and its
products are also known to the customer.

The company sends its merchandiser who actually represents the company in retail stores. By
seeing the store layout, they make sure the product is located in an obvious and visible
location, also known as product placement.

It is divided in three parts:

~ 22 ~
Category displays:

These are unpaid displays where the retailers have to give space for the companys products
as most of the products are of HUL, in this kind of display HUL pays the retailer according to
its turnover. Company sends its merchandiser who maintains the shelves and space provided
to him to keep its products in orderly fashion. The company provides them with stickers,
wallpapers etc. the merchandiser has to see to it that it is maintained properly by visiting the
outlet on weekly basis. Category display also states that all the products should be organized
as in there should be only shampoos and its variants in one section which includes Sunsilk,
Dove, Clinic All Clear, etc. same goes with toothpastes, detergents and soaps.

Window displays:

These are mostly smart and paid activities given by the company for a specific product
launch or existing product advertisement. The retailers and the wholesalers are paid for each
and every display or window they provide. These are a kind of extra schemes provided by the
company which increases its margin giving capacity which means company currently giving
8% margin on its products with paid up displays it shoots up to 10% to 12%. The company
gives the money on quarterly basis. All the accessories like poster, banners, danglers and
shelf strips are provided to the merchandiser by the company. In a window display depending
upon the size of the window limited amount of quantity of the product is kept. In soaps
section quantity of 10 soaps are limited they should be stacked one upon another forming a
pyramid. In detergents they should be kept in such a way so that they are visible in three
directions i.e. north, east and west.

Fancy displays:

Fancy displays are mostly done to promote cosmetics like Lakme, Dove and Ponds. These
are mostly huge displays which require huge posters, banners, and area as well. The
participating brands & categories includes:

Lakme
Sunsilk
Ponds
Dove
Vaseline
Axe/Denim/Rexona

~ 23 ~
 Merchandising Practice followed by GSKCH

GSKCH follows a very unique way merchandising, there is no special merchandiser for
managing displays in the market; this work is done by the DFS & the distributor.

They allow the DFS to use his own creativity to create a window display, under the proper
guidance of the SO (sales officer), mostly the window display are created by using florescent
paper, cut outs in different shapes & to convey the message to consumer they have hand
written slogans& other signs, they also use the local languages to convey the message, this
creates more impact on the people who do not know English.

Another way of merchandising is they have window display contest.

This contest period is for 1 month where the DFS & even the retailer both create a window
display where they are free to use their creativity; every retailer tries to create a good window
display in order to win the display contest.

GSKCH runs this contest for a limited number of shops, approximately 100 to 150 shops
where they have 1st, 2nd, 3rd prize and a fixed consolation prize for all remaining outlets, the
prize amount varies from 1000 to 5000 rs. Winners of the contest are decided by the SO
(sales officer)

GSKCH gives very good support of merchandise like posters, banners, danglers & shelf
strips & display spread sheets.

Focus products: Boost & Horlicks

Average spending of GSKCH on window display is rs 750

~ 24 ~
 Merchandising Practice followed by P&G

P&G has an excellent merchandising practice; their window displays in the retail outlet are
very eye caching and very neatly done. The merchandiser visits the retail outlet on a regular
basis in order to ensure that their products are neatly kept in the windows.

P&G merchandiser cleans the window, cleans the product, replace or repairs the background
if it has come out or faded.

P&G renews the paid display contract with the retailer every 3 months & the payment is
given every 3 months, the amount is discounted on purchase invoice of the retailer

P&G has paid window for almost all their products e.g.: pampers, whisper, panteen and
head & shoulders.

They give a strong support for merchandising in terms of posters, danglers and banners and
the most important they provide excellent stands for their products .they make sure that their
products should look the best in any given retail outlet.

They use

Merchandising tool Product/Brand

Stands Shampoo/head & shoulder

Window display Detergents/Tide & Ariel

Hangers Shampoo sachets /Panteen & H&S

All these merchandising tools are used in a proper so that all products should get maximum
visibility in a retail outlet.

~ 25 ~
Some window display of P&G

~ 26 ~
 Merchandising Practice followed by Godrej saralee

Working of PGT outlet

Godrej Saralees merchandising practice is done only on PGT outlets i.e. (Premium general
trade), PGT Outlets are those top 15 outlets of a particular beat which are selected on the
basis of purchases made by them.

There is one particular DFS under a distributor who looks after the PGT outlets; he covers 15
PGT outlets on a daily basis.

Every PGT outlet is given a fixed monthly target, say for example Rs. 15000, if a particular
outlet completes his target, and he will get a 2% discount on his next purchase.

Merchandising is done in the form of paid display window, where the merchandiser
negotiates with the retailer for the window size, location & monthly fixed window charges.

For every 2 DFS 1 merchandiser is allotted.

Focus product of GSLL is GOODKNIGHT

GSLL pays Rs.

200

300

500

For the window display according to the size, location of window & location of the outlet.

~ 27 ~
 GSLL way of window display

Negotiate on price & location

Clean the window

Fix the background of window

Paste the shelf strip

Place the product in an

attractive manner

GSLL uses background containing the picture of the product, and uses florescent paper as the
flooring of the window display & uses the shelf strip which contains the name of the product
and small picture of the product at all four sides of the window display.

~ 28 ~
G.K NATURALS WINDOW DISPLAY

~ 29 ~
 DATA ANALYSIS

Average spending by different companies overall MUMBAI

AREA WISE AVARAGE SPENDING OF OTHER COMPANIES

~ 30 ~
 SWOT ANALYSIS

STRENHTHS WEAKNESS

90 % of displays Less creativity.

on eye level

Good displays

OPPORTUNITIES THREATS

Huge scope of Huge payments by

improvement other FMCGs may
lead to removal of
More attractive our displays.
displays

~ 31 ~
 Key issues in merchandising in GSLL

Lack of creativity on the part of the Merchandisers.

Lack of a proper training and induction of the Merchandisers which is clearly

reflected in the market e.g. Window cleanliness, inadequate Merchandizing kit.

High rate of attrition in case of Merchandisers.

Untimely support from the organization in terms of display kits for POP.

Lack of an incentive program for merchandisers.

~ 32 ~
 Suggestions
The organization need to have an proper training given to the current & newly joined
merchandisers and they need to set a strict parameters on window display as to have
good looking window display such as:

1) Window location i.e. at the eye level, nothing above head and below waist

2) Cleanliness of the window

3) Shelf spacing

4) Window size

Start using local languages in window display (HAND WRITTEN) to convey our
message to the local people who are biased towards their regional languages, this
helps to create more impact on Indian consumer & it is low on cost.

For e.g.:

Urdu in Kurla region as it is a Muslim dominated area.

Gujarati in Ghatkoper & residing areas where we have Gujarati dominated

people.

Marathi in Dadar & residing areas.

To have a display contest amongst merchandisers, ASM or FO will have check on the
display and announce the winning merchandiser, who will get some incentive. This
will keep the merchandisers motivated. Which results into having good displays in the
market & we can see increase in product visibility & off take.

Merchandisers or DFS need to maintain the background posters & side strips of
window display on weekly basis so as to keep it neat & clean because display has to
look fresh all the time.

There should be more use of florescent sheets& cutouts so as to make the window
display attractive and eye catching. They are low on cost & effective.

To have a display contest amongst the retailers for a particular area or region so as to
increase visibility and off take.

Allow the merchandiser to create window display using his own creativity.

We need a strong POP backup for increasing visibility & to increase the product
knowledge amongst customers.

~ 33 ~
 Conclusion

The researcher would like to conclude this project by saying that the present merchandising
strategy followed by GSLL is good, but there is a huge scope for improving the
merchandising practice.

The project report has the detailed explanation about FMCG merchandising which would
help the reader to understand FMCG merchandising in a better way.

According to the researchers observation over 90% of front window display are occupied by
the major FMCG giants like HUL and P&G who spend huge amount of money on
merchandising, apart all this GSLL has managed to get good window display in the front
portion of the retail outlet more than 80% of window displays are located at the eye level as
shown in the figure in rules of merchandising.

The researcher hopes that the data which has been collected will be useful for the reader to
understand better about merchandising practice followed by different FMCG companies in
Mumbai.

After all the observation and data analysis the researcher has come to the conclusion that the
Best practice in merchandising process is followed by P&G, the researcher also believes that
the suggestions which have been given to GSLL will help the organization to improve more
in its merchandising practice.

~ 34 ~
 PROJECT # 2

Performance report of researcher as Field Officer

~ 35 ~
 ROLE OF A FIELD OFFICER

Field officer needs to draw a tour plan for whichever market he is working with the
help of ASM, he must have a clear plan that what he is suppose to do for next one
month.

The FO needs to ask for category wise targets for himself and the distributors from
the ASM (both primary & Secondary targets)

At the beginning of the month the FO needs to have a meeting with all the distributor
& DFS to discuss about the month plan.

FO needs to ask the distributor for last year secondary figures so as to compare with
the current month secondary sales.

While going in the market FO needs to make sure that the DFS are properly dressed &
make sure the DFS carries all the necessary things with him,

Palm top

Collection bills

Product Folder

Product samples

Dusting cloth

Other stationary items

Once the market is finished the field officer needs to calculate for total orders booked
v/s Target achieved for the day, FO should ask questions to DFS as why he have
achieved more or less target

FO also needs to discuss with the distributor about Distributor stock requirement,
which is automatically generated form Indigo Software

While working in retail market FO should focus on

Visibility

New outlet opening

TLSD

Productive calls/day

Merchandising

Availability of posters

~ 36 ~
 FO needs to ask the DFS about any issues or requirement in the market while having
Breakfast or lunch

Daily report: FO should send a brief report to ASM on

Total TLSD

Product calls

Value of order booked for the day

Feedback on compotators activity in market

These are the roles and duties that a field officer should follow in order to achieve the given
target and overall growth

~ 37 ~
 Work done by the Researcher as Field Officer

The researcher was in the role of acting field officer for month of JUNE handling Chembur
based distributor named M/s R.S Gupta covering Kurla (W)

Sales
Comparison of sales for May & June

TOTAL HI BUSINESS: MAY-- 3.50

JUNE-- 4.61

TOTAL CAR CARE BUSINESS: MAY-- 0.34

JUNE-- 0.57

~ 38 ~
TOTAL SURFACE CARE BUSINESS: MAY-- 0.10

JUNE-- 0.22

TOTAL SHOE CAR BUSINESS: MAY--0.10

JUNE--0.22

~ 39 ~
TOTAL HAIR CARE BUSINESS: MAY--0.26

JUNE--0.33

~ 40 ~
NEW OUTLETS
As a field officer one of my main focuses was to increase new outlets in the given territory,
during one month of field work the researcher has successfully opened 6 new outlets 3 are
still in pipeline.

4 -- car accessories shops

2-- Kirana & general store

DFS TRAINING

DFS training is the most important thing for an FO; he needs to ensure that the DFS is well
aware about the market, retailers & basic communication skills which are required to work in
the market.

As a field officer I have continuously given on-field training to all DFS, during the process
Researcher told them about basic communication skills for e.g. greeting them with
NAMESTE or SALAM WALE KUM& try speaking to the retailer in their regional
language.

The training consisted of,

Skills for pulling an order.

Being aggressive in the market.

Convincing for display window.

Sales language (way of speaking with retailers)

Increase visibility

VISIBILITY
During one month of field work the researcher has given great importance towards the
visibility of the products in the retail outlet which is helpful for impulse purchase. As the part
of the DFS training the researcher have demonstrated to the DFS that how to increase the
visibility.

~ 41 ~
 Suggestions

Every month there needs to be proper DFS meeting along with all the FOs in the head
office (for Mumbai & Thane region)

Additional incentives should be given to DFS as to keep them motivated.

The organization needs to revise the structure of institutional selling, or increase the
minimum quantity of purchase of products of GSLL e.g. Ambipur.

GSLL also needs to have distributor meeting at least on quarterly basis so as to

discuss the issues & suggestions of distributors, which will help the organization to
understand from a distributor point of view.

The seal of Ambipur should me made a bit strong because often retailer tends to press
the nozzle and it breaks easily.

Suggested hangers design for Brylcreem gel

According to the researchers observation brylcreem tubes and sachets are not properly placed
in the retail outlets, so the researcher has designed the stands for brylcreem gel to get good
visibility of the product

GSLL also needs to increase the font size to 36 of the name BRYLCREEM GEL,
according to the observation the customer cannot read the name of Brylcreem from a
certain distance.

~ 42 ~
 Annexure
List of outlets where the research was carried out

Type of
Sr no Name of the outlet Outlet Area
1 Bhart medical PGT Mulund [W]
2 Life care chemist PGT Mulund [W]
3 Nidhi medical PGT Mulund [W]
4 Vohra medical PGT Mulund [W]
5 Om sai medical PGT Mulund [W]
6 Balaji super market PGT Mulund [W]
7 Shree ganesh medical PGT Mulund [W]
8 Kakka medical PGT Mulund [W]
9 Apna gahr gen store PGT Mulund [W]
10 Jeevanrekha medical PGT Mulund [W]
11 Sun medical PGT Mulund [W]
12 Shree ganesh medical PGT Mulund [E]
13 Sajal medical PGT Mulund [E]
14 Sahyog gen store PGT Mulund [E]
15 Shiva Traders MGT Mulund [E]
16 Gala medical MGT Mulund [E]
17 Apollo Pharamacy MGT Mulund [E]
18 Welcome gen store PGT Bhandup
19 R ramesh medical PGT Bhandup
20 Laxmi medical PGT Bhandup
21 Doshi brothers medical PGT Bhandup
22 Bhart medical PGT Kanjurmarg
23 Vithit medical PGT Kanjurmarg
24 Paras chemist PGT Kanjurmarg
25 Gupta oil depot PGT Kanjurmarg
26 shreeji medical PGT Ghatkoper
27 Chetan medical PGT Ghatkoper
28 Siddhivinak medical PGT Ghatkoper
29 Bijal medical store PGT Ghatkoper
30 Goyal medical PGT Vile-Parle
31 Parlekar super market PGT Vile-Parle
32 Shastri medical PGT Vile-Parle
33 Shastri chemist PGT Vile-Parle
34 Kamath medical PGT Vile-Parle
35 Suman medical PGT Vile-Parle
36 Choudary medical PGT Vile-Parle
37 Mahavir medical PGT Vile-Parle
38 Nutan medical PGT Bandra [E]
39 Pandurang medical PGT Bandra [E]
40 Balaji medical PGT Bandra [E]
41 Thorat bazzar PGT Bandra [E]
42 Shivakrupa medical PGT Andheri[W]
43 Aurn store PGT Andher[W]
44 Neelkamal medical PGT Andheri[W]
45 poorinma medical PGT Andheri[W]
46 Vijay medical PGT Vileparle[W]

~ 43 ~
47 Dimond chemist PGT Vileparle[W]
48 Karnik Chemist PGT Vileparle[W]
49 Amar medical PGT Vileparle[W]
50 kumar gen store PGT JUHU
51 Regal gen store PGT JUHU
52 Shivashakti medical PGT Chembur
53 Nice super market PGT Chembur
54 Sadguru medical PGT Chembur
55 Tirupati medical PGT Chembur
56 Kani dept store PGT Chembur
57 Gurukrupa medical PGT Chembur
58 K.K medical PGT Chembur
59 Shreeram medical PGT Chembur
60 Hari OM medical PGT Chembur
61 Jaiswal medical PGT Chembur
62 Hira medical PGT Chembur
63 Kashlaya Medical PGT Chembur
64 Popular medical PGT Chembur
65 Kaldighar medical PGT Chembur
66 Prakash medical PGT Chembur
67 Siddhivnak medical PGT Chembur
68 Champion gen store PGT Chembur
69 Laxmi Provision store PGT Chembur
70 Sai pharma PGT Chembur
71 Amrut grain store PGT Chembur
72 Tirupati medical PGT Chembur
73 girish medical PGT Chembur
74 Anand medical PGT Chembur
75 Sai nath medical PGT Chembur
76 Laxmi stores PGT Chembur
77 guru krupa medical PGT Chembur
78 Natoinal medical PGT Chembur
79 Maruti medical PGT Chembur
80 Bharav Medical PGT Chembur
81 guru medical PGT Chembur
82 Satkar medical PGT Kandavali
83 Sundram super market PGT Kandavali
84 Komal super market PGT Kandavali
85 Seara Medical PGT Kandavali
86 Shanti medical PGT Kandavali
87 Barat medical PGT Kandavali
88 Sangam medical PGT Kandavali
89 Ashapura S .M PGT Kandavali
90 sidhart medical PGT Kandavali
91 Gala Traders PGT Andheri
92 Lucky Medical PGT Andheri
93 APANA GHAR PGT Mulund [W]
94 BALAJI SUPER MARKET PGT Mulund [W]
95 BHARAT MEDICAL PGT Mulund [W]
96 DEEPAK MEDICAL[MU] PGT Mulund [W]
97 JEEVAN REKHA MEDICAL PGT Mulund [W]
98 KAKKA MEDICAL PGT Mulund [W]

~ 44 ~
 99 Life Care Chemist 2 PGT Mulund [W]
100 Nidhi Medical PGT Mulund [W]
101 Shiv Maya Med PGT Mulund [W]
102 SHIVAANI PHARMACY PGT Mulund [W]
103 SHREE GANESH MEDICAL PGT Mulund [W]
104 Vora Chemist & Gen Store PGT Mulund [W]
105 DURGA PHARAMCY PGT Mulund {E]
106 LIBERTY STORE PGT Mulund {E]
107 MARUTI MEDICAL PGT Mulund {E]
108 PATEL MEDICAL PGT Mulund {E]
SAHAKAR DHANYA
109 BHANDAR PGT Mulund {E]
110 SANJIVANI MEDICAL & GEN PGT Mulund {E]
111 Shree Gayatri Medical PGT Mulund {E]
112 SHREE MEDICAL PGT Mulund {E]
113 SHREE SAI MEDICAL& GEN PGT Mulund {E]
114 SWASTIK MEDICAL PGT Mulund {E]
115 SIDDHI VINAK MEDICAL PGT L-PAREL
116 Life Care Chemist PGT DADAR
117 JAKRIA MEDICAL PGT MAHIM
118 LABELA MEDICAL PGT MAHIM
119 OM SAI MEDICAL PGT Mulund [W]
120 NANDU OIL DEPO PGT Mulund {E]
121 COLONY CHEMIST PGT MAHIM
122 MAMA MEDICAL PGT MAHIM
123 SITADAVI MEDICAL PGT MAHIM
124 SADGURU MEDICAL PGT MAHIM
125 PRASAD MEDICAL PGT MAHIM
126 KAMDENU MEDICAL PGT MULUND
127 BHARAT MEDICAL PGT MATUNGA
128 PALLAVI MEDICAL PGT MATUNGA
129 PARTH MEDICAL PGT MATUNGA
130 RUBY MEDICAL PGT MATUNGA
131 MAHAVIR MEDICAL PGT MATUNGA
132 SORATIYA OIL DEPOT PGT MATUNGA
133 CHEDA MEDICAL PGT MATUNGA
134 PADMAVATI MEDICAL PGT MATUNGA
135 MAHAVIR MEDICAL PGT DADAR
136 SHREE SWAMY KRUPA PGT DADAR
137 SARVODAYA SUPER MARKET PGT DADAR
138 RAM & SONS MEDICAL PGT DADAR

~ 45 ~
 Bibliography

www.godrejsaralee.com

www.wikipedia.org

Economic Times

Plilip Kotler

~ 46 ~