EXECUTIVE SUMMARY

Name – GAURANGI MANGAL Enrolment no – 18BSP4200

Name of the organisation – Orient Electric Limited – a CK Birla company

Industry type – FMCD

Address – 604, Dev Corpora, 6th floor, near Cadbury junction, eastern express highway, Thane
(W) Mumbai – 400601

Title – Report on “ Promoting sell-out of De’Longhi, Braun, Kenwood (DBK) in west region”

Objective – To learn the in and out of small appliances market through stores place under
modern and general trade. To learn the actual sales of high end products and its customer
behaviour. To understand the importance of categorisation and potential of stores for future
investments and tie ups with other potential businesses. To understand the actual effect of
marketing strategies and product training on sales.

Background – De’Longhi Group, a leading Italian manufacturer of small appliances entered

into a strategic partnership with Orient Electric Limited to bring its global range of small
appliances to Indian market. De’Longhi, Braun, Kenwood are at their introductory stage in
Indian market.
Methodology – This project is made by using the first hand info like through personal
conversations, Q&A, observation, analysis and secondary sources like company’s website,
stores data.

Findings – In depth knowledge of the small appliances trade, starting from generating lead for
distribution till after service of the sold product. Through store visits positioning of product in
the market got clear which are used as good insights. Through various promotional activities
the real affect – before and after sales results can be noticed.

Conclusion – From the analysis and market study we can see that in three months the sales of
DBK products have been increased with huge numbers, the awareness is spreading through
various promotional tools and marketing strategies like experiential marketing. Many new
stores are coming with these products, new tie ups are on line, product training is doing
amazing job which shows the importance of timely training. Field study shows that targeting
customer of high end products in India is increasing due to modernisation.

Recommendations – For DBK, ATL and BTL activities are required as there is lot more space
for awareness, correct positioning of product is very important as they are premium products.
Product training to the salesman, promoters and dealers is required. Demo activities must go
on. Social media should be used more for advertisement and campaign.
 LEARNING SUMMARY

Through this premium segment of FMCD niche market, the learnings were in multiple
contexts and transformed my way of seeing the market, customer and product.
First of all, De’Longhi, Braun, Kenwood falls into high end premium product category,
because of that here is huge gap of price between DBK and competition. So, this project
taught me to make your product as worthy (Justify your product) as you can in front of the
customer by knowing its need and behaviour no matter what the price is.

I got the opportunity to see the after effects of marketing strategies like experiential
marketing, we have done through live demonstrations of coffee tastings in Vijay Sales and
One Stop stores, the results were so quick.

I have learnt the practicality of sales, that to sell the product by convincing the customer with
the right product knowledge hand in hand understanding his demand is a multitasking job to
do, I managed to do so in Birla Soft, Pune, where we sold our products at discount to the
employees as a promotional activity.

Through mystery shopping, I have learnt the importance of product positioning, product
placement in the market, need of market analysis and trained ISDs or salesman.
I got to learn some technical things like price band analysis, competition benchmarking after
collecting the data from the stores.

Proper training to the team including salesman, ISDs, distributers plays an essential role in
the journey of selling a product, I have learnt how effective it is, I have visited the stores
before training and after, there was huge difference in salesman knowledge, confidence,
communication, understanding customer and ultimate goal no of sales started increasing.

Having potential stores, distributers and retailers associated with the company do wonders
As niche market with high price product and different level of TG is not easy to tap.
Grey market is there for these products, which interrupts your chain and also these products
have come before twice and was big failure, so to build up it again, internal factors must be in
sync. To add such people, I did 3 tie ups with builders and kitchen contractors.

To become a good manager, I have learnt to work with different set of people and in team
From my manager to store clerk, I was working with everyone. I organised the ‘distributer
meet’ , assisted the De’longhi team from Italy , travelled to Pune with the team, visited
market, I attended meeting of Vijay Sales, all seniors present.
It is great learning itself to work with team, I personally grabbed a lot, people help you, teach
you but yes I had to be patient and on my feet all the time.

Learning is an ongoing process and it was the 3 months chapter which has inked in my
learning book, it will surely help me throughout my career and it was a great achievement for
me to work with Orient Electric LTD.