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This project is an outcome of not just my efforts but many people have been
involved in this work directly or indirectly through their guidance, help and
encouragement that I wish to thank.
I owe my deep sense of gratitude to Ponnani A.S.Plaza LTD and it`s owner
Ashik for providing me an opportunity to carry out the project study.
I own my deep sense of gratitude to Mini .C.V, Principal Mother Arts and
Science College, Peruvallur for her entire support.
Place: Peruvallur
Date:
DECLARATION
Place: Peruvallur.
Date:
SHAHALUDHEEN .P.M
CONTENTS
CHAPTER PAGE
NO. NO.
TITLE
1 GENERAL INTRODUCTION 1-17
INTRODUCTION
MARKETTING CHANNELS
5 FINDINGS,CONCLUTION 31-33
AND SUGGESTIONS
APPENDIX 34-38
BIBLIOGRAPHY 39-40
CHAPTER:1
GENERAL
INTRODUCTION
INTRODUCTION
INTRODUCTION
Channels are broken into direct and indirect forms: A direct channel
allows the consumer to buy the good from the manufacturer, and an indirect
channel allows the consumer to buy the good from a wholesaler or retailer.
DISTRIBUTION CHANNELS
Distribution channels are grouped into two major groups: direct and
indirect. In a direct channel or route, there is more than one middle man in
distribution, linking producer and consumer. They perform the marketing
functions.
CHANNELS OF DISTRIBUTION IN MARKETTING OF
K.P.NAMBOOTHIRI
The most common routes for bringing the products to the market i.e. from
the producer to the consumer are shown in the figures show below:
DIRECT CHANNEL
PRODUCER CONSUMER
INDIRECT CHANNEL
• Channels provide the route to the link the producers and users. Goods
produced in far away places are made available to the users.
• Goods are stored by the middlemen in the channel and released to the
market depending on demand. They facilitate storage of goods.
• Introduction to new products / merchandising is made easier. They
bring to the notice of their customers new products and help the
manufacturer in demand creation. They also act as good salesmen in
promoting new products.
• Channel members “break the bulk” i.e. products are offered in small
quantities to the buyer.
• Channels providing the financial function. They advance money to the
manufacturers and render credit facilities to the retailers.
• Physical possession and transfer of little to goods are made easier
• They provide market information to the buyers.
• They bring products nearer to the consumer.
CHANNEL CHOISE
MARKET CONSIDERATIONS
For the consumer goods market, retailers and essential, but from the
industrial market we may eliminate the retailer.
If the market size is larger, we have many channels; in a small market,
direct selling may be profitable.
For highly concentrated markets, direct selling is adequate enough; but
for widely scattered and diffused markets we must have many channels.
The size and average frequency of consumer’s orders influence the
decision about the use of a particular channel of distribution.
For the sale of food products, we need both the wholesaler and retailer. A
market implies people who have money and who are willing to purchase want
satisfying goods. The age, income group, sex, vocation, and religion of the
customers will have to be studied to secure adequate information about market
segment or target markets. The buying habits of customers and dealers will also
influence our choice of a channel.
MIDDLEMEN CONCIDERATION
COMPANY CONCIDERATION
CHANNEL DECISION
MARKET COVERAGE
1. INTENSIVE DISTRIBUTION:
2. SELECTIVE DISTRIBUTION:
3. EXCLUSIVE DISTRIBUTION:
Mr. Ashik started A.S Plaza Agencies in 2012, Ponnani, first he started
with Philips LED bulbs and in 2014 he take the K.P. Namboodiris distribution.
At the starting period company get 300000 profit. Recently he get the
distribution of agro foods, amrithanjal, AVT, sibi detergent. Currently the
company gets 5000000 profit. He has the distribution in Ponnani, Kuttippuram,
Edappal, Changaramkulam and veliyamkod.
The study is going to bring out the way and means to improve the
effectiveness of distribution channel in marketing of k.p namboodiris tooth
paste, as it one of the important components in improving the market. The study
also probes the preference of the consumers and their awareness.
SOURCE OF DATA
The study made use of both primary and secondary sources. The
primary sources consist of questionnaires administered to the distributers and
retailers. The secondary sources of information about the tooth paste market and
the company information is collected from the office records and internet.
CHAPTRE:2
REVIEW OF
LITERATURE
INTRODUCTION
LITERATURE REVIEW
It has been evidence for years that distribution channel is important
for its ability to reduce the expenditure of economic transaction (Williamson,
1981). Its capacity of effectively supporting the competitiveness of firms,
namely manufactures, distributers, retailers, and customers, due to the distance
that separate them a part, making distribution channel a significant function to
enhance export performance.
SAMPLING
For this study the main sample units were the distributors and retailers
who deal directly in K.P Namboodiris products. The sample size is 60 retail
outlets.
2 Cheaper cost 3
3 Low deposit 10
5 Effective selling 30
total 100
30%
50%
7%
10%
3%
Famous brand name Cheaper cost Low deposit High demand in market Effective selling
INTERPRETATION
The above table and graph clears that, the reason of selection of K.P
Namboodiris for distribution. The distributer gives more value to the factor
famous brand name & effective selling.
TABLE 2: Satisfactory level of distributer about commission rate
25%
75%
Satisfied Unsatisfied
INTERPRETATION
The above table and graph show that 75% distributer are satisfied about
commission rate which is given by the organization & 25% distributers are
unsatisfied about commission rate.
TABLE 3: Information about the delivery of K.P Namboodiris toothpaste in
required quantity
25%
75%
Yes No
INTERPRITATION
The table & graph show that 75% distribute get tooth paste in required
quantity while 25% distributer says that they don’t get tooth paste because of
shortage.
TABLE 4: Information about the delivery of K.P Namboodiris toothpaste to
distributor in required time
Percentage of respondence
80 75
70
60
50
40
30 25
20
10
0
yes no
The table & graph show that 75% distributor get tooth paste in required time
while 25% of them says they don’t get tooth paste because of transportation
problem or shortage.
TABLE 5: Retailers opinion about getting K.P Namboodiris toothpaste in
required quantity and at required time from wholesalers.
percentage of respondent
90
80
80
70
60
50
40
30
20
20
10
0
yes no
INTERPRETATION
The above table & graph clearly shows 80% retailers says that they got
tooth paste in required quantity & at the time while 20% retailers says that they
are not got tooth paste in required quantity & at proper time because of shortage
& by problem of transportation.
TABLE 6: Information about the getting K.P Namboodiris toothpaste in service
period.
Percentage of responce
70
60 57.15
50
40
28.57
30
20 14.28
10
0
After 7 days After 15 days Within a month
INERPRETATION
Above graph shows 57.15% retailers say that they visited wholesalers shop
after 7 days, 28.57% retailers says that they visited after 15 days & 14.28%
retailers says that they visited once in a month.
TABLE 7: Percentage of retailer who force to consumer to purchase K.P
Namboodiris toothpaste
Percentage of responce
71.43
80
70
60
50 28.57
40
30
20
10
0
Yes No
INTERPRETATION
Above graph shows that 71.43% retailers don’t force customers o by the
K.P Namboodiris toothpaste while 28.57% forces to buy.
TABLE 8: Satisfaction of retailer’s on sale of K.P Namboodiris toothpaste
Percentage of responce
85.71
90
80
70
60
50
40 14.29
30
20
10
0
Yes No
INTERPRETATION
Above graph shows that 85.71% of retailers are satisfied with sale of K.P
Namboodiris toothpaste while 14.29% are not satisfied.
TABLE 9: Response to Toothpaste compared to other toothpaste from
Consumer according to retailer’s
Percentage of respondent
80
71.42
70
60
50
40
30 22.87
20
10 5.71
0
High Medium Low
INTERPRETATION
Above graph show that 71.42% of retailers says the sale of K.P
Namboodiris toothpaste is high as compared with other. 22.07% says sale of
K.P Namboodiris toothpaste say sale is low.
CHAPTER 5:
FINDINGS,
CONCLUSION &
SUGGESTIONS
FINDINGS:
After going through the findings from all the Questionnaires designed for the
respondents ( Distributers and Retailers ). K.P Namboodiris toothpaste
positioned as leading in manufacturing of quality toothpaste all over India.
While analyzing the data and keeping in mind the discussion with the
various respondents from ponnani market, there are many competitors for K.P
Namboodiris toothpaste. K.P Namboodiris toothpaste are good quality and test.
Quality and test are the basic element.
CONCLUSSION
The whole objectives of the study was to conduct through a survey of
Ponnani, Changaramkulam, Edappal, veliyamkod market to find out the
Effectiveness of the Distribution channel of K.P Namboodiris toothpaste. The
study was crucial because of the facts, which were collected from the market
could provide the crucial data to the organization regarding distribution channel
of K.P Namboodiris toothpaste. Ith was also important because the study even
concentrated on the total cost of the product. This study help the organization to
develop new methods of istribusion and also help to find further fine-turning to
overcome from the loopholes in the distribution channel.
Name:……………
Age:……………..
Address:………….
a) Yes
b) No
a) Yes
b) No
4) Does the company provide required support to you for increasing the
sale?
a) Yes
b) No
5) Are you satisfied with commission rate, which is given by the company?
a) Yes
b) No
a) Yes
b) No
a) Yes
b) No
Name:……….
Age:…………….
Address:………….
a) Yes
b) No
a) After 7 days
b) After 15 days
c) Within a month
a) Yes
b) No
a) Yes
b) No
a) Yes
b) No
a) Rate of communication.
b) Back up service.
c) Any other, please specify.
a) High
b) Medium
c) Low
8) Does wholesaler provide the credit facilities are discount to you, if you
purchase K.P Namboodiris toothpaste in large quantity?
a) Yes
b) No
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:
WEBSITES:
www.google.com
www.wikipedia.com
www.kpnamboodiris.com