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TABLE OF CONTENTS

CHAPTER TOPIC PAGE NO


1. Chapter 1
1.1 Introduction
1.2 Executive Summary
1.3 Review of Literature
1.4 Company Profile: Brand Kare
1.5 Company Profile: Continental Milkose (India)
Ltd.,
1.6 Industry Profile
1.7 Objective of research
1.8 Research Methodology
2. Chapter 2
2.1 Retailer Experience with our product
2.2 Retailer’s Stock details based on product category
2.3 Retailers stock details based on retailers
2.4 Distributors Experience
2.5 Distribution
2.6 Satisfaction level of Retailers
2.7 Satisfaction level of Distributors
2.8 Retailer suggestions
2.9 Distributors Suggestions
2.10 ales Promoters
2.11 Sales Persons
2.12 List of other products distributors were dealing with
2.13 Retailers requirements for dealing with our product
2.14 Consumer requirements from Malted food products
2.15 Retailers understanding about the product
3. Chapter3
3.1 Findings
3.2 Suggestions
3.3 Conclusions
Bibliography
Appendix
LIST OF FIGURES:

S.NO TITLE PAGE NO


2.1 Retailers experience and partnership with our product
2.2 Retailers stock details based on product category
2.3 Retailers stocks based on retailers
2.4 Distributors Experience with our product
2.5 Distribution of products based on areas

LIST OF TABLES:

CHAPTER TITLE PAGE NO


1. Chapter 1
1.1 Sample collected from our customer (supermarkets)
1.2 Sample collected from retailers
2. Chapter 2
2.1 Satisfaction level of retailers
2.2 Satisfaction level of distributors
2.3 Ranking of retailers requirements
Chapter 1

1.1 INTRODUCTION:

“Experience is what you need more than knowledge, but with knowledge you
can create experience through your perceptions” by Mahalingam. This research
was a combination of retailers experience and my observations, which equals
experience plus knowledge, thus better solution, is that right? Of course not, as
a reader you can create a better, creative and multiple solutions than me.

Sales was low, what you gonna do? Research and then provide solutions that
satisfies the customer needs (or) advertise and create customer trust. Which is
important? I think customer trust was more important than customer needs in
this competitive world, because our product Malto Vita and Choco Malt was a
quality product, it lacks advertisement and customer trust, which competitors
have.

Creating brand image in the minds of the consumer was more important than
satisfying the needs. Our research ultimately concludes promotion was needed.

I was assigned by Brand Kare to analysis the distribution of Milkose


products. My task was to identify the problems in the distributions and provide
solutions to increase the company sales.

Milkose trying to capture the Chennai market by focusing on certain


supermarkets and through sales promoters they were trying to create brand
awareness. Other marketing activities like liquid sampling in certain key outlets
and school promotions were happening to promote the product. Even though
they were performing more promotions, sales was less. Milkose creates a
product customers need, but its presence was not good. So, what was your idea
to increase sales?

I provide solutions to the above mentioned problems through market analysis.


1.2 EXECUTIVE SUMMARY:

“People has to ask about you, or else you cannot able to enter into ours”, this
is the requirement for tying up with the supermarkets. If you don’t have it, you
can’t able to enter into the market. Supermarkets only deals with consumer
known products or else they negotiate higher margin with sales promoters, they
will use our promoter for supermarket works also.

For our product, the minimum margin was 30% with sales promoters in
hypermarkets. Margin was decided based on type of category and consumer
knowledge about the product. Our product was not known in the market and
huge competitions for Malted food industries, therefore more margin
requirement for our products in supermarkets.

Our product present only in key supermarkets with sales promoters in some
supermarkets. The sales was good in some supermarkets and all this because of
sales promoters. The product will not sell without sales promoters, because of
heavy competitions and lack of advertisements. Word of mouth promotion is
very powerful than any other promotions, that is what we are trying to doing for
the past three years in the market, but the strategy won’t bring huge
improvement in visibility.

So, where is the problem? The real problem is consumers don’t trust our
product, because of lack of better strategies than our competitors.
Advertisements is the only way to get people to know about the product and
thus the consumers can start trusting the product.

The other most important thing is that sales persons are not getting enough
credit for their hard work, i.e.) Sales persons lack interest in their work, because
of lack of trust by their superior. Motivation should be there for the sales
persons.

More offers to attract the consumers is what our company is doing right now.
It becomes a problem in the minds of the consumers that whether the product
got quality or not? This has to change by improving the product quality more
and no more frequent offers to attract consumers.
The last thing is that the company is trying to survive in the market, instead
of surviving focus on distributors, retailers, sales persons, sales promoters and
ultimately our customers. This will definitely improve the sales.

1.3 REVIEW OF LITERATURE:

Title:”Helping manufacturers and distributors improves sales


performance and profitability” published by the industrial performance
group Inc. (Issue No: 23) suggest that two kinds of information’s are required
for effective distribution between distributors and wholesalers. They are:

 Product related information.


 Relationship management information.

The factors taken from this study were:

 High quality demand information


 High quality product availability information
 High quality delivery/tracking information.
 High quality market/industry information.
 Feedback.

Title: “Everything you need to know about product distribution


(Infographic)” written by Gabrielle Downey published by repsly.com(Feb
28,2017), this study explain about the types of distribution channels and the
distribution strategy followed by the distribution channel. From this, I got an
idea for framing questions for the analysis of distribution strategy followed by
the distribution channel. The factors taken for the study was Intensive
distribution, Selective distribution and Exclusive distribution.

Title: “Marketing and solving channel distribution problems” written by


Ian linton, this study suggest the steps need to be taken to solve problems in
distributions.

From this study the factors taken for research were listed below,

 Support from manufacturer.


 Brand awareness of distributor.
 Appoint a separate marketing manager.
 Motivation.
1.4 COMPANY PROFILE:

BRAND KARE
MARKETING CONSULTANTS – AN INTERESTING JOURNEY

Brand Kare is built with the experience and the interest of a team of
professionals with substantial experience in different fields of marketing –
distribution, retailing, Market Research, digital marketing et al. Before getting
into strategic consulting, every team member had a hands on experience in the
specific area of marketing while working with leading organisations in FMCG,
Lifestyle, Advertising and IT Services.

The consulting experience, spanning over a decade has given us several


challenging assignments all mandated to realise the potential of brands, through
different stages of life cycle – concept to market, plateau phase or in a phase of
decline. For us, each assignment is an abundant learning experience as much as
an opportunity to add value to the brand.

The world of marketing has never ceased to excite us. We have been
blissfully playing the role of spectator and participant.

MISSION:

Brand Kare would play a significant role in helping the Organizations to


effectively leverage the power of marketing to achieve brand objectives.

VISION:

We, in Brand Kare, have a cherished goal of striving and becoming a trusted
consulting organisation in the sphere of marketing. Towards this, we as a team,
envision our journey of continued quest for learning and sharing. The core value
of Brand Kare : Learning, Caring and Doing that we enjoy doing. This core
value encompasses integrity and commitment towards all our stakeholders –
associatess, knowledge partners and client organisations.

TEAM:
R.Nagarajan - Partner Consultant

P. Sivaraman - Partner Consultant

M.Sampath Kumar - Partner Consultant

CLIENTS OF BRAND KARE:

CONTINENTAL MILKOSE (INDIA) LTD

VIJAY HOME FOODS PVT LTD

SCHMECKEN AGRO FOOD PRODUCTS PVT LTD

AYURYOGASHRAM PVT LTD, THRISSUR

MAHESH VALUE GROUP

JEYYAM GLOBAL FOODS


CONTINENTAL MILKOSE (INDIA) LTD., (CMIL)
1.5 COMPANY PROFILE:

Continental Milkose (India) Ltd., (CMIL) was established in the year


1992.with an objective to be a leader in Food and Health Drinks. Its Registered
office is in the State of Assam and factories located in Uttar Pradesh, Assam
and Himachal Pradesh.

It is a professionally managed company. The leadership team of CMIL has


been instrumental in chartering the growth of the company. Our leaders have
played a remarkable role in leveraging CMIL’s inherent strengths to navigate
unprecedented challenges and grow consistently in capabilities, influence, and
response to customer needs. Mr. S S Agarwal, Chairman and Managing
Director, has a distinct presence in public affairs and has been actively
associated with leading charitable and educational institutions.

VISION:

CMD’s vision is to deliver healthy and accessible food, enhanced quality of


life by generating employment and to contribute to the exchequer for the growth
of the nation.

PRODUCTS:

We are a food and beverage company with a strong R&D team and facilities
for developing different products and maintaining the nutrition fundamentals.
We have a wide range of products catering to people of all ages. We are
continuously striving for synergy between technology, systems, and human
resources to provide products and services that meet the quality, performance
and price aspirations of customers. We ensure that our products not only
pamper taste buds but are also high in nutritional value. We believe in corporate
values and providing premium quality products for the satisfaction of our
clients.

We are currently into the manufacturing of:


 Malted Food Drinks
 Extruded Cereal Based Products
 Special Fortified Nutrition Products
 Instant Noodles

Of the above mentioned products, this research focuses on Malted Food Drinks.

PRODUCTION CAPABILITIES OF CMIL:

 Dairy: Milk Plant 3.5 Lac Liters per day


 Weaning Foods: 12000 TPM
 Malted Milk Foods: 1000 TPM
 Also Ghee and Milk Powder

STANDARD CERTIFICATIONS:

 Quality Management System : ISO 9001:2015


 Food Safety Management System: ISO 22000:2005
 Hazard Analysis Critical Control Point: HACCP

PRODUCT RANGE AND SKU’s:

The SKU’s ‘of below mentioned products are of Refill pack - 500gm, Jar –
500gm, 200gm, 750gm.

CHOCO MALT:

CHOCO BLISS:

A distinct chocolate flavour that gives the satisfaction of eating a slab of


premium chocolate. A sure winner amongst children who are ardent lovers of
melty chocolates.

COFFEE DIVE:

A distinct chocolate flavour that gives the satisfaction of eating a slab of


premium chocolate. A sure winner amongst children who are ardent lovers of
melty chocolates.

MALTO VITA:

KESARIA BATAAM:
A unique blend of fresh kesar flakes & almonds. Very tasty and healthy.
Seasonal preference: hot or cold.

CHOCOLICK:

Chocolate flavour, endearing young & adult alike. Can be taken in milk or
water-hot or cold depending on season.

SHAHI TREAT:

An enticing flavour resulting out of a combination of milk solids, cardamom,


saffron, rose & many health giving nuts. Shahi Treat contains the extract of
Beatro that gives anticing rose colour besides and abundant health benefits.

CLASSIC:

For those who do not favour flavours. The combination of rich aroma of
malt extract enhanced by the creamy milk is irresistible.

MARKETING ACTIVITIES:

 Media Advertising (Television)


 Liquid Sampling in outlets
 Sales Promoters in key outlets
 Exhibition Stalls
 School Promotions

COMPETITORS:

 Complan
 Cadbury's Bournvita
 Horlicks
 Boost
 Milo
1.6 INDUSTRY PROFILE:

Malted milk is a powdered gruel made from a mixture of malted barley,


wheat flour, and evaporated whole milk.

Malt powder comes in two forms: diastatic and nondiastatic. Diastatic malt
contains enzymes that break down starch into sugar; this is the form bakers add
to bread dough to help the dough rise and create a certain crust. Nondiastatic
malt has no active enzymes and is used primarily for flavor, mostly in
beverages. It sometimes contains sugar, coloring agents, and other additives.

Industry: Food

Sub-Industry: Packaged Food

PACKAGED FOOD MARKET:

Packaged Food Market size is expected to garner $3.03 trillion by 2020,


registering a CAGR of 4.5% during the forecast period 2015 - 2020. Food can
be described as any substance that is consumed to provide nutritional support to
the body. Food contains carbohydrates, minerals, fats, proteins and vitamins to
support the growth of the body. The concept of packaged food came into
existence owing to factors such as easy cooking, consumption, handling, and
safety from external tampering. Changing lifestyle, convenience of consumption
and increased health awareness are the main factors driving the growth of the
packaged food market. Packaging materials used for food should be convenient
for carrying, displaying, opening and closing. Some of the major hindrances to
the market growth are due to food contamination, government regulations and
emergence of local brands. The leading players in the packaged food market
have been focusing on mergers and partnerships as their key strategies to
expand their market presence. For instance, Kraft foods partnered with ketchup
giant Heinz to expand its business, while Tyson foods collaborated with Godrej
foods in India. The Asia-Pacific region is expected to be the fastest growing
packaged food markets due to the growing awareness and increasing adoption
of packaged foods; thus, making it one of the lucrative markets for investments
and expansions.

INDIAN PACKAGED FOOD MARKET:

India's packaged food business has grown manifold, and it is estimated to


grow to $50 billion by 2017 from $32 billion at present, a survey said on
Sunday.

"There has been a major shift in food habits in metropolitan cities. About 79
percent of households prefer to have instant food due to steep rise in double
incomes, standard of living and convenience," said an Associated Chamber of
Commerce and Industry of India (Assocham) survey.

It found that 76 percent of parents in big cities, mostly both working and with
children under the age of five, are serving easy-to-make meals at least 10-12
times every month in some form or the other.

"The consumption of packaged food is much higher in the urban areas,


especially metros, where life is fast paced, attracting a lot more companies to
launch new types of products and variants," Assocham secretary general D.S.
Rawat said in a statement.

India's packaged food market is characterised by a large divide between


urban, semi-urban and rural consumers.

Urban areas account for 80 percent of the demand for all packaged food, the
report said.
1.7 Objective of research:

 Identifying the problems in distribution of Milkose products


 Satisfaction of distributors towards Milkose products
 Satisfaction of retailers towards Milkose products

1.8 Research Methodology:

Nature of study:

The study is descriptive in nature.

Nature of Date:

The researcher used both primary and secondary data in this research.

Sources of data:

Primary data:

Primary data were collected from the retailers and distributors who are dealing
with Milkose products in Chennai and Pondicherry using structured
questionnaires.

Secondary data:

Secondary data were collected from company websites and files.

Sample Design:

Population size of the company is known.

Sample Size:

The sample size of 35 retailers and 5 distributors were taken and another 26
retailers were taken for awareness and willingness towards our brand.
Row Labels Count of Location
Ambathur 2
Avadi 2
Guduvancheri 1
Kazhipattur 1
Keelkattalai 1
Kelambakkam 1
Kovilambakkam 1
Madipakkam 1
Nangainallur 2
Nemilichery 1
Pallavaram 1
Pattabiram 1
Perungudi 4
Pondicherry 3
Pudhur 2
RK Salai, Mylapore 1
Semmencheri 1
Thiruninravur 5
Thuraipakkam 1
T-Nagar 2
Velachery 1

Table 1.1: Sample collected from our customer (supermarkets)


Row Labels Count of ADDRESS
Avadi 3
Selaiyur 9
Tambaram West 5
T-Nagar 1
Velachery 7
Table 1.2: Sample collected from retailers

Sampling method:

The sampling method used in this survey was convenient sampling.

Data collection method:

The researcher collects data through direct interactions with the retailers and
distributors.

Statistical Tools:

Statistical package for the social science (spss) and excel were used to
analyse quantitative data effectively.
 Frequency analysis
 Weighted average
 Bar chart
 Pie chart

Chapter 2

2.1 Retailer Experience with our product:

RETAILERS EXPERIENCE WITH


OUR PRODUCT
14 13
12

10
No. of retailers

8 7

6 5
4 Total
4 3

2 1 1 1
0
0 to 1 1 to 2 2 to 3 0 to 1 1 to 2 2 to 3 1 to 2 2 to 3
0 to 3 4 to 7 Above 10
Total 13 1 1 5 7 1 3 4
Retailers Experience and partnership with our product

Figure 2.1: Retailers experience and partnership with our product

Inferences:

 Retailers experience in the market was less, thus this may gave us
advantage to enter into the shop, but more loyal customers may not be
possibly gained from those 13 shops.
 Above 10 years experienced supermarkets may have loyal customer base
from my point of view, we should target this kind of retailers.
 Out of 35 retailers, 21 retailers were partnered with our product for the
past one year, it look like we are striving for the past three years to get
retailer base, not customers.
 The above mentioned suggestions were based on investment, sales
promoter and new product constrain.
 If our objective was to cover entire Chennai, then targeting newly opened
shops will be useful.

2.2 Retailer’s Stock details based on product category:

160

140

120

100

80 Sum of Apr-May/18
Sum of Feb-Mar/18
60
Sum of Dec/17-Jan/18
40 Sum of Oct-Nov/17
Sum of Aug-Sep/17
20
Sum of June-July/17
0 Sum of Apr-May/17

Figure 2.2: Retailers stock details based on product category

Inferences:

 Most of products are six month old, even though product validity is
one year, product stock of more than six months was considered as
expired to the consumer. So, try to supply based on demand.
 And also product got stoned before the expiration date. The damaged
stocks need to be taken back by the company.
 Around 567 stocks are from December and January months, 133
stocks are from October and November months, 28 stocks are from
August and September months, 8 stocks are from June and July
months, 9 stocks from April and May months. This stocks are more
than six months old and that need to be taken back by the company.

2.3 Retailers stock details based on retailers:

STOCK DETAILS OF RETAILERS


600
500
NO. OF UNITS

400
300
200
100
0

Sri Sivagami Annai…


Pasumai Pazhamuthir…
Alice Family Mart

Pasumai Supermarket
Pattabiram Supermarket

Primusmart
Rajam Supermarket
Pooja's Supermarket
Anbu Supermarket

Krishna Shopping Mall

Ponnu Supermarket

RMK Supermarket
Alice supermarket

Fair Price Supermarket

Saraswathi Supermarket
Mother's World

Pothys Hypermarket

Wait Rose Supermarket


Kali Supermarket

Murugan Stores
Easy and Fresh Supermarket

Golden Supermarket
Homi's Supermarket

Ravi Departmental Stores

Shri Ayyanar Supermarket


Sri Periyandavar Stores

Sri Vijaya Ganapathy Stores


Udayam Supermarket

RETAILERS

Figure 2.3: Retailers stocks based on retailers

Inferences:

As you can see from the above chart, we are currently trying to push the
product by focusing on certain retailers like Shri Ayyanar Supermarket, Sri
Vijaya Ganapathy Stores and Udayam Supermarkets which holds stocks of
around 478, 140 and 104 units respectively, which accounts for around 50% of
stocks. This clearly shows that we are not following the sales concept properly.

That is we are not properly distributes the product, i.e.) availability of our
product in supermarkets around Chennai was not happening.
Suggestion: Instead of focusing on certain supermarkets and pour the product
in that supermarkets, and trying to sell the product using sales promoters and
liquid sampling is not at all good strategy, because this type of promotions
requires hard work, more patience and above all we can’t able to change the
perceptions of consumers over competitors brand using this strategies.

2.4 Distributors Experience:

DISTRIBUTORS EXPERIENCE WITH


OUR PRODUCT
2.5

2
No. of years

1.5

1
Total
0.5

0
1 to 2 0 to 1 1 to 2 2 to 3
0 to 3 4 to 7 Above 10
Distributor Experience and Partnership with our product

Figure 2.4: Distributors Experience with our product

Inferences:

 There are five distributors to cover the entire Chennai, out of which three
distributors are experienced in this field for more than 10 years, thus
better customer base can be achieved through this distributors.
 The product were into the market for more than three years, but only one
distributor partnered with us for the past three years.
 The remaining distributor’s partner with our product for the past one to
two years, thus better retailer base was possible through this distributors
in future periods to come.
2.5 Distribution:

180 Number of Retailers in an area


160
160 (Y-axis : value/32)

140

120

100 96 96

80
64 64 64 64 64
60

40 32 32 32 32 32 32 32 32 32 32 32 32 32 32

20

0
Pallavaram
Avadi

Madipakkam

T-Nagar

Perungudi
Perungudi

Pudhur
Keelkattalai

Kovilambakkam

Namilichery
Kelambakkam

Nangainallur

Pattabiram

Pondicherry

Thuraipakkam
Ambathur

Guduvancheri

Mylapore
Kazhipattur

Semmencheri

Velachery
Thiruninravur

Figure 2.5: Distribution of products based on areas

Inferences:

 There will be around 700 more supermarkets in Chennai, we should


cover at least 50% of supermarkets, and 2 to 3 supermarkets per area
was not feasible. Sales is not targeting supermarkets, targeting the area
(said by PKD distributors). Don’t push the products to one
supermarket, rather push the products to several supermarkets in an
area.
 Suggestion: We cannot able to cover every supermarkets with sales
promoters because of insufficiency of sales promoters. Instead of
searching for new sales promoters, why can’t we use the supermarket
workers as sales promoters by providing incentives to the workers?

2.6 Satisfaction level of Retailers:


Factors MEAN
Product Quality 4.17
Package Quality 4.80
Sales Person Visit 3.94
Sales Person Response 4.06
Sales Person Knowledge 3.83
Timely Delivery 4.83
Ordered Quantity Delivered 4.86
Cartons Quality 4.94
Availability Information 1.49
Feedbacks 1.57
Administration Support 2.03
Telecommunication 2.43
Product Price 4.14
Standing Near The Product 5.00
Uniform 5.00
Communication 5.00
Knowledge 5.00
Receptions 5.00
Understandability And Response 5.00
Posters And Danglers 1.63
End Cap 2.66
Liquid Sampling 1.03

Table 2.1: Satisfaction level of retailers

Inferences:

 Satisfied with product, distributions and sales promoters.


 Not fully satisfied with sales persons.
 Totally dissatisfied with company communications.
 Posters and danglers are available only in Pondicherry supermarkets
and in kali supermarkets I saw end cap.
 Liquid sampling was happening in Pondicherry only.
 Media advertising: I would suggest to advertise in television,
capturing the market with sales promoters will take time and effort.
The fastest way to capture the market is through broadcasting
advertisement.
 School promotions: This was suggested by M.K.T distributors. I
would suggest to concentrate more on parents and little on children.
 Handouts, Banners & Shelf decorators, Selfie standee, Banner, Wall
painting, In-shop posters was not happening in market.

2.7 Satisfaction level of Distributors:

Factors Mean
Product Quality 4.4
Package Quality 4.2
Sales Person Visit 3.4
Sales Person Response 3.6
Sales Person Knowledge 4.4
Timely Delivery 4.8
Ordered Quantity Delivered 4.8
Cartons Quality 4.8
Availability Information 2
Industry/Market Information 2
Feedbacks 1.2
Administration Support 1.8
Telecommunication 1.8
Training 1.2
Scheme 2.4
Promotional Activity 2.4

Table 2.2: Satisfaction level of distributors

Inferences:

 Satisfied with product and distributions.


 Not fully satisfied with sales persons.
 Totally dissatisfied with company communications.
 Dissatisfied with schemes and promotional activities offered by the
Company.
2.8 Retailer suggestions:

 Advertisement(Advertise your product in Mall, get people to know


about the product)
 Promoters required
 Promotion
 More margin
 Improvement in sales volume
 Offer toys rather than offering the same product
 Create attractive package
 Outdated products needs to be removed from the shop
 Conduct events

2.9 Distributors Suggestions:

 Create Brand Awareness


 Try to sell the product without promoters
 Sales person should be motivated and trusted by the company
 Magazine Ads
 Salary delayed for sales promoters
 Invoice payment delayed for distributors
 Don’t give more offers, this will reduce the image the product quality
 Proper sales team should be there
 School promotions
2.10 Sales Promoters:

 Communication, knowledge, receptions, uniform and everything was


perfect with sales promoters.
 They should be paid properly on time.
 Opinion given by sales promoters: More time required to convince a
customer, because of lack of brand awareness. Overall: Promotion
required for the product.
 Out of 35 shops visited, I met only three sales promoters. They were
satisfied with the job, but they need some additional motivations.
 Sales promoters should be motivated by analyzing what they want.
Some sales person may expect some trill in the job, some may expect
part time job, some may expect incentives, some expect education
etc….
 We can make use of the sales promoters by providing questionnaire to
them or make them create a questionnaire or make them to do the
market analysis. This may act as a motivation parameters for them.
 The above mentioned suggestions will act as training for our sales
promoter and will keep them engaged with our product.

2.11 Sales Persons:

 Retailers were satisfied with the sales persons visit, but distributors
were not satisfied with the sales persons visit.
 Sales persons should be motivated and trusted by the company (said
by Sai enterprises).
 According to my observations, sales persons are totally dissatisfied
with the work, not because of work pressure, but because of lack of
trust by their sales manager (immediate superior) and pressure from
their sales manager.
 I also received complaints regarding their saleps manager.
 Conclusion: Sales persons love to do their jobs, but because of lack of
trust, they are losing their motivation towards their jobs.

2.12 List of other products distributors were dealing with:

 Mapro rose sharbat


 Milky mist
 Leo coffee
 Saffari chocolate
 M & M’s cakes
 Heritage flavor milk
 Haldirims
 Abirami rice
 Mega clean
 Fit-O-Slim
 Gokulam dates

2.13 Retailers requirements for dealing with our product:


Factors Mean Rank
Advertisement Support
4.6 1
Margin 4.56 2
Product Quality 4.48 3
Indian Product 4.167 4
Sales Support 3.84 5
Trade Support 3 6
Different SKU’s 2.64 7
Table 2.3: Ranking of retailers requirements

Inferences:
From the above table, you can see the retailers mostly prefer brand visibility
than margin and sales support and even product quality, because the product
cannot be able to make sales, if its lack visibility.

Then, the retailer’s decisions are not affected by the fact that the product is
Indian product. i.e.) Retailers were ready to deal with our product, if the first
three factors satisfies.

2.14 Consumer requirements from Malted food products:

 Consumers need trust for our product.


 Mostly consumer prefers 500 gram Refill pack or Jar.
 The consumers don’t care about the price of newly introduced products
into this category, because the consumers were ok with the product price
of 500gram refill pack around 200rs. So, there is no need to reduce the
product price for promotions.

2.15 Retailers understanding about the product:

 Retailers perceive differently on hearing the brand name, slogan and on


seeing the image of our product.
 Mostly retailers thought that the product will be Chocolate or Milk
powder and Health drinks on hearing the brand name.
 Mostly retailers perceive in a wrong way that there is no product that
belongs to healthy for “Healthy Foods and Healthy Life” slogan and also
majority of retailers were saying Horlicks and Boost for “Healthy foods
and Healthy life slogan”.
 On seeing the image of the product, the retailers said that it looks like
Horlicks, so it’s a health powder or health drinks.
 Some retailers were recollecting their childhood products they came
across.
 Some retailers aware about the product because of their past experiences
with other retail shop. Otherwise there is no visibility of the product
among retailers.
 No retailers tried the product.

Chapter 3

3.1 Findings:

 Market coverage was less.


 Distributors were dissatisfied with the communications and sales persons.
 Retailers were not satisfied with the sales and they were suggesting us to
bring visibility to the consumers.
 Product visibility is less among consumers.
 Salary was not provided to sales promoters properly.
 The company tries to push the product to the consumer by focusing on
particular retail shop.
 More offers.
 Sales persons were dissatisfied with the job.

3.2 Suggestions:

 Target every supermarkets.


 Advertisement is very important for malted milk products.
 I would suggest to analysis close competitor (small player), target and
eliminate them from the market and then focus on Horlicks.
 Sales promoters and sales persons should be motivated.
 Distributors should be well informed about the market.
3.3 Conclusions:

Making peoples aware about the product is the most important for a company
and that can be done using better promotions. Create brand image in the minds
of the consumer’s is the only way to increase sales, better product won’t make
much in the consumers’ minds. Then sales promoters and sales persons should
be treated fairly, in order to achieve target through them. “Investments grows”,
so invest in activities that is necessary.