Description
The Colgate-Palmolive Company is an American multinational consumer products company focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products
COMPANY PROFILE
Welcome To Colgate Palmolive
Colgate Palmolive India ltd. is a 51% subsidiary of Colgate Palmolive Company, USA. It is the market leader in the Indian oral care market, with a 51% market share in the toothpaste segment, 48% market share in the toothpowder market and a 30% share in the toothbrush market. The company also has a presence in the premium toilet soap segment and in saving products, which are sold under the Palmolive brand. Other well-known consumer brand includes Charmis skin cream and Axion dish wash. The company s strategy is to focus on growing volumes by improving penetration through aggressive campaigning and consumer promotions. The company plans to launch new product in oral and personal care segment and is prepared to continue spending on advertising and marketing to gain market share. Margin gains are being targeted through efficient supply chain management and bringing down cost of operation. A substantial increase in profitability can be brought about through ad spend reduction.
Colgate Palmolive India Lines of Business
Oral Care
Personal Care
http://www.colgate.co.in/app/Colgate/IN/HouseholdCare/AxionDishWashingPaste.cv sp
Hard Surface Care
Colgate Palmolive World wide Key Facts
Headquarter in USA
$9 billion in Sales & over 38000 employees world wide
We sell our products in 212 countries around the world
We have a customer base of 4.5 million
Colgate is a truly Global Organization with almost around 75 % of the sales coming from outside of USA
Over 40 % of toothpaste used in the world bears the COLGATE name
Colgate Palmolive Worldwide Lines of Business
Oral Care
Personal Care
Household Surface Care
Fabric care
Animal Dietary Care
Colgate Palmolive India
Headquarter in Mumbai
Annual Turnover around 1100 crs
Market leaders in Oral care
Colgate India s no 1 brand
Colgate Ranked among Best Employer in India
Customer base of more than 8 lac retailers
Serviced by Company field force, more than 1800 stockiest & super stockiest & their field force
Colgate is the brand that people trust, for complete oral care protection for themselves and the ones they love.
Colgate Palmolive India Facts & Milestones
1937: The company was incorporated in India and started trading activities. It was then a cent percent US Company
1949: Manufacturing started operations in Mumbai
1985: Started contract manufacturing of Paste, Brushes and Shampoos
1988: New Toothpowder factory at Waluj, Aurangabad
1990: Soap plant started production 1993: CP (US) raised its equity from 40 % to 51 %
800 750 Rs. akhs p.m 700 650 600 550
520.3
Major A ccts. Sales Trends
753.0 687.7 696.1 656.1 613.8 615.1 620.6 691.5
500
Q1'03 Q2'03 Q3'03 Q4'03 Q1'04 Q2'04 Q3'04 Oct'04 Nov'04 avg. avg. avg. avg. avg. avg. avg.
Colgate Palmolive India Facts & Milestones
1994: CP (I) buys the Oral Care division of Ciba Geigy
1997: Manufacturing facility in Hetauda, Nepal for Dental Cream and Tooth powder
1998: Successfully rolled out SAP in India. Colgate Oral Pharmaceuticals launched.
1999: Regional Technology Centre & Corporate office at Powai, Mumbai. Operations in New geographies Bangladesh, Nepal and Srilanka
Colgate Palmolive India Lines of Business
Oral Care
Personal Care
Hard Surface Care
COLAGET PALMOLIVE INDIA LTD
Global Vision
Be the innovative leader with our brands every day in every home
Our Mission
Achieve market dominance in Oral Care through aggressive volume growth, and establish a significant presence in Personal Care
COLAGET PALMOLIVE INDIA LTD
Colgate Values
The Company cares about its people, consumers, Shareholders and Business Partners.
Colgate is committed to act with compassion, integrity and honesty in all situations, to listen with respect to others and to value differences.
Colgate is committed to getting better every day in all that it does.
By better understanding consumers and customers expectations and continuously working to innovate and improve products, services and processes, Colgate will become the best .
Stockiest Best Practices
Stockiest & Company
Stockiest are our Business Partners
We are a Team
Our common goal Growth & Profitability
COLAGET PALMOLIVE INDIA LTD
We share the same belief
Customer service, wider, better and timely distribution
of our products to all dealers
Office
Properly Furnished
Name board painted with company product
Adequate seating space
Computer
Telephone
Cabinets for stationery / files
Display board for product display
White board to display market working plan, months promotion, daily sales tracking
COLAGET PALMOLIVE INDIA LTD
Delivery Vehicles
For metro & HQ towns painted motorized vehicle for every 480 accounts. For smaller towns and villages motorized / non motorized 3 wheeler
BRAND CONTRIBUTION
Grand Brand Total ADVANCED WHITENING 551640.5 AJAX 44680.83 AXION 512273 CAPC 56625.76 CDC 80564645 CDC - KIDS 178188.5 CIBACA 8337363 CTP 37862962 GEL 6853299 HERBAL 944802.1 HERBAL White 1375375 OTHERS T/B 5240945 OTHERS-MISC 2 0 PO HANDWASH 23332.2 POAT Bar 245355.5 POAT LHW 234247.8 POAT SH CREAM 212656.5 POAT SH Gel 755013 POAT Talc 16124.62 POEC 60245.36 PON 77016.13 PONT 7025.35 PREM T/B 5306861 SENSATION 50270.32 SH BRUSH 337845.7 SH CREAM 1904866 SH ROUND 2511.12 SHAMPOO 68254.93 SHAVE GEL 1771.61 TOTAL 1883776 Grand Total 1.54E+08 YTD % value contribution 0.36 0.03 0.33 0.04 52.41 0.12 5.42 24.63 4.46 0.61 0.89 3.41 0.00 0.02 0.16 0.15 0.14 0.49 0.01 0.04 0.05 0.00 3.45 0.03 0.22 1.24 0.00 0.04 0.00 1.23 100.00
COLAGET PALMOLIVE INDIA LTD
Colgate Awards
1. Best Website Award
COLAGET PALMOLIVE INDIA LTD
NEED OF THE PROJECT
OPERATION KHOJ Pune City
City: Population: 25 Lakhs. Municipal Corporations: 2 Size: 138.76 sq km Economy:
o Industrial base: Automobiles, Software, Electronics, Light machinery, etc., o Defence establishments. o Government Establishments. o Educational Centers o Demography dominated retired/senior citizens.
CP Infrastructure: No. Of SOs: 3 No. Of Stockists: 10 No. Of Salesmen: 35 No. Of Merchandisers: 4 No. Of RFCs: 1 No. Of Accounts: 7289
COLAGET PALMOLIVE INDIA LTD
The Problem: AC Nielsen reported Accounts: 14250. Current CP Coverage: 7289. Gap: 50% Hence: Wholesale Contribution 34% High Cost of Sale. Low contribution of secondary brands. Reactions to the Gap: 50% Gap is IMPOSSIBLE!!! Nielsen data could be wrong Can they give us a list of accounts? We cover every part of the city & beyond. No other company has the coverage depth that Colgate has in Pune city. The beginning . Market visits showed that a lot of small/ marginal accounts were not covered. This was prominent in the far-off extensions of the city. Mostly small bi-lanes were never probed by our salesmen/ SOs during their working. The usual excuse of the salesman would be These do not buy regularly, The order gets cancelled, as they won t have cash at the time of delivery. They did not buy when I visited them earlier.
COLAGET PALMOLIVE INDIA LTD
Understand the city: The city is just not what we think it is. There is a huge gap between what we assume as the city and what Nielsen considers as the city. Need to get the right map.
Operation khoj the team: Activity was done through a team of summer trainees from a local management institute. 4 students were involved.
Operation Khoj
preparations:
Each of the students was made to work with the SOs/ stockiest salesmen for one week at 2 -3 stock points. Product knowledge, Retail Environments, Salesman s job profile, Beat plans, etc.
Operation Khoj
preparations:
After the market visits, we had a meeting to discuss the learnings out of the market visits. Importance of distribution;
COLAGET PALMOLIVE INDIA LTD
Role of Wholesale; Impact of substitution in the trade; Cost-benefits of direct coverage; Role of salesmen, etc. .........All this gave the team a better perspective of the project & its importance
Operation Khoj preparations: The study was restricted to the New Pune & Pimpri - Chinchwad municipal corporations & Metropolitan Area.
The operation started with a division of the city into certain blocks.
Each of these blocks had individual detailed maps with specific map reference nos. so that its location in the city can be identified.
Each candidate was assigned a small part of the city in the form of a set of adjoining maps.
The job of each candidate was to go to each of these areas and cover the entire area on foot and list down the outlets in the area in walking order. Their mission was to look out for and maximise the uncovered outlets. Each map area would take 3-4 days to cover.
COLAGET PALMOLIVE INDIA LTD
Operation Khoj preparations: First phase had the new Pune municipal corporation where 43 areas were identified from the survey.
The candidates were asked to collect the census on a format, which will record certain vital information about the outlet.
This data will then be compiled in the form of an Excel file and provided to us.
This data will further get arranged stockist wise/area wise and will hence throw-up the gaps by area under each stockist area.
We would further take decisions on the realignment of area, appointment of additional stockists, appointment of additional stockist salesmen, etc.
Operation Khoj the act On the first day the entire team (4 trainees & D M (Pune)) worked together in one area. The intention was to train the summer trainees on The type of outlets to be listed; Probing; Communicating with the trade;
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COLAGET PALMOLIVE INDIA LTD
Operation Khoj key learnings We had not kept pace with the expansion of the city. Retailers feel privileged to be serviced by the Co., stockiest; Most retailers are willing buy against cash; There are some areas where Co., like Coke & Pepsi have a better service than other companies; Gaps exist between areas of two stock points. Salesmen do not add accounts as they feel that the marginal accounts buy from the beat wholesalers. Most of the uncovered accounts sell only CDC & CTP out of our portfolio. A stockiest can handle only a certain no. Of accounts.
LOGISTICS
This department monitors the movement of finished goods from the point of manufacture to the various warehouses / C & Fs and to the stockists based all over the country
LOGISTICS CHANNELS
Warehouses C & Fa Stockist Markets Retailers
DISTRIBUTION CHANNEL
FACTORY WAREHOUSE/C&F SUPER STOCKIST (DIRECT) STOCKIST (DIRECT) CO.OP STORES (DIRECT)
RURAL STOCKIST (INDIRECT)
WHOLESALER
RETAILER
WHOLESALER
RETAILER
CONSUMER
SALES OFFICER OF PUNE AND THEIR STOCKIESTS
SALES OFFICERS
STOCKIESTS
1. Mr. Vilash Arvind Ragunath
Madhuram sales
2. Ms. Sweata
J.P Enterprises Excel Enterprises Shree Sai Enterprises Yash Enterprises
3. Mr. Deepak
Vijay Traders Mandar Enterprises Charlok Enterprises Darshan Enterprises
OPERATION KHOJ
Name of the Surveyor: Date:
S. No Map No. Map Point Name of the Owner Address of the Shop Telephone No. Whether sells ( tick if yes )
Lifebouy Colgate Shampoo
Parachu te Oil
OBJECTIVE
To understand and find out new outlet To search Problem related to it To find out Colgate competitors and their strategy\ To find out market trend To find out causes behind declining Colgate market The final suggestion/recommendation
EXECUTIVE SUMMARY
Colgate currently covers 7087 accounts in Pune city, which is just about 50% of the A.C Neilsen s reported universe of accounts in Pune city (14200 Accounts). Any FMCG company thrives on its distribution strength. Distribution determines reach. It s a known fact that directly covered outlets have a much higher market share for the company than outlets being covered through wholesale/indirectly covered. Also the Speed to Market for any product/organization is a result of its direct coverage Direct coverage is the ultimate acid test for any FMCG company backbone for any organization in India. forms the
Assumptions: Practical recommendations/solutions will get implemented. Stockists have to look at their overall earnings & it can be assumed that currently they are earning enough to invest in infrastructure (salesman/auto units etc.). Where ever necessary, new stockist can be appointed.
Project Timelines: To start immediately and to be presented to Branch Team (BM, RSM, DM & Cust Mktg) by 20th August.
Key Deliverables: A list of uncovered outlets in the new municipal area of Pune and PimpriChinchwad municipal corporations and the Pune metropolitan area. Present an assessment of the business potential by area. Identification of 3 to 4 critical locations where new stockists can be appointed. Restructuring the entire geography for optimization of coverage. This could mean identification of new stockist locations, re-allocation of beats between existing stockists, increasing route list accounts at certain existing stockists, etc., Finally arrive at a fresh route list at each stock point (both existing & new) in the city & metropolitan area.
Important Considerations: The final suggestions/ recommendations should take care of the rapid expansion of the city limits and should be robust enough to sustain for the next 4 to 5 years. Match our restructuring plan with 1 or 2 good companies with strong distribution infrastructure in the city. This is just to validate our line thinking. Any new stockist that is planned to be appointed should have atleast 480 accounts to cover and have a business size of around 4 lakhs.
Operation Khoj
. Results
AREA WARAJE
LOCATION BHAGIRATHI NAGAR NDA ROAD KALPUTRA COLONY SNEHAKEET COLONY DUDHANE NAGAR BHALEKER BASTI DATTA DIGMBER SWET GANGA SOCIETY SAI KORNER A MALWADI WARAJE GAON RAM NAGAR YASHWADEEP SOCIETY JAYDEEP SOCIETY VITHAL NAGAR TAPO DHAM HIGNE HOME COLONY SHAWER COLONY GALI NO 1 GALI NO 3 GALI NO 7 GALI NO 8 GALI NO 4 NEAR CORPORATION BANK KAMNAVASHAT LAXMINAGAR WADAR BASTI MAVALE ALI SHAW COLONY VIKASH MITRAMANDAL NEAR BUS STOP NEAR JOSHI BARAPAW VIKASH CHOWK CANOL ROAD BARATE COMPLEX NEAR KAKRE PALACE DHANUKER COLONY
ACCOUNT 1 11 2 1 1 2 2 2 1 9 3 24 1 1 9
KARVE NAGAR
13 1 1 1 2 1 4 2 4 5 4 3 1 2 3 1 1 5 2 1 2
KOTHRUD
CHANDRALOK NAGRI HAPPY COLONY GOSAVI BASTI NEAR SHIVAJI STATU VELKE NAGAR BHELKE NAGAR AZADWADI GAGAN JAI SOCIETY SASTREI NAGAR MARATHA MAHASANGA SOC. KRISHNA NAGAR SHIVTIRTHA NAGAR KISKINDA NAGAR JAI BHAWANI NAGAR GUJRAT COLONY BHUSARI COLONY PAUD ROAD INDRA SHANKER NAGRI D 43 / ALAKNANDA VITHALWADI SINHAGAD ROAD HIGNE VITHALWADI DATTA WADI DHANDEKER POOL AMIL WADI RAM NAGAR NEAR CANOL PARVATI DARSHAN LAXMI NAGAR PARVATI GAON JANTA VASHAT PARVATI PAITHA PAWAR BASTI HADGUDE BASTI KUDAL BASTI JADAV WADI CHIKHALI GAON PATIL NAGAR MAHADEV NAGAR GANESH NAGAR AKURDI DUDUL GAON
1 6 5 1 1 1 1 1 24 1 4 5 1 4 4 18 1 5 1 4 5 16 6 6 3 1 13 4 3 44 4 7 1 25 1 14 11 3 4 3 3
PARVATI
CHIKHALI
DUDUL GAON
VAHILE NAGAR DEV PHATA MOSHI DEV RASTA MOSHI HAWELI NAGESHWER MOSHI PUNE NASIK ROAD BORATE LANE NEAR NAGESHWER MANDIR MOSHI GAON LAXMI NAGAR BHIM NAGAR TAPKIR NAGAR INDRANI NAGAR KATE BASTI KALJE WADI KOTHWAL WADI B.K. DHABARE BASTI KHURD WADI MUKHWADI BHOSLE BASTI 24 WADI MAHALUNGE PADALE
1 6 1 1 1 3 1 2 4 3 2 2 6 7 6 1 32 1 8 4 2 1 18 14 3 9 3 2 1 2 4 2 3 3 3 2 1 2 1 1
ALANDI
CHARHOLI
MAHALUNGE
WADGAON SHERI SAINATH NAGAR PATIL NAGAR MALWADI MAHAVIR NAGAR MATE NAGAR INDRA NAGAR NAMDEO NAGAR GANESH NAGAR SAMARTH NAGAR TAMPO CHOWK RAM NAGAR POTE NAGAR VIDHYA NAGAR POLICE COLONY SOMNATH NAGAR KHARARI MAHADEV NAGAR
GALENDI NAGAR YASHWANT NAGAR SAMARTH COLOYNY TUKARAM NAGAR PATARE BASTI NANDOSHI GORHE B.K. GORHE DHURD DONJE GOLE WADI NANDOSHI GAON GORHE BUDRAK GORHE DHURD DONJE GAON GOLE WADI
1 4 1 1 3 4 10 3 5 2 3 16 3 13 14 14 6 6 4 6 6 1 2 3 3
GHERA SINHAGAD GHERA SINHAGAD KHANAPUR MALKHED HINJEWADI MAN SUS BAUDHAN KHANAPUR MALKHED HINJEWADI MAN SUS GAON B.K KHURD MARUNJE GAON KASARSAI GAON NERE DATA WADI SINDHE BASTI JAMBE TATHAVADE (JADAV BASTI) ASHOK NAGAR
MARUNJE KASARSAI NERE
JAMBE TATHAVADE
S.No
Area 1 Kondhwa(kd)
Sub-Area Lulla Nagar Kondhwa(kd) Gaon Bhagyoday nagar Mitha nagar Kausar Baug Barkat Nagar NIBM road Kedari Nagar Azad Nagar Kondhwa(BK) Gaon Laxmi Nagar Kakade wasti Sai nagar Sambhaji nagar Yewlewadi Katraj Gaon Ambe Gaon(BK) Dutta Nagar Shani nagar Wonder City Katraj-Kondhwa Road Bharti Vidya Pith Dhankawadi Gaon Balaji Nagar Shankar Maharaj Vasahat Hill top Society Taljai Pathar Bibwewadi gaon Papal Wasti Pokale wasti Mahesh Society Indira Nagar(lower) Gujar wadi Upper Oata Super Chaitraban Vasahat Rajiv Gandhi nagar Sukh Sagar Nagar Chinta Mani Nagar
Khoj Accounts 1 19 13 24 1 2 6 3 9 15 3 2 10 2 18 18 6 11 7 1 7 20 7 4 9 3 4 9 3 4 3 2 3 15 4 2 16 4 2
2 Wonwarie
3 Kondhwa(BK)
4 Katraj
5 Dhankawadi
6 Bibwewadi
7 Indira nagar
Prem Nagar Vasahat 8 Arnyeshwar Arnyeshwar Nagar Annabhau sathe nagar
9 5 6 4 14 2 8 2 6 8 5 5 1 16 3 2 3 5 3 3 7 5 2 18 5 4 15 4 1 4 2 3 2 12 1 4 4 3
9 Sahakar nagar no.1 Sahakar nagar no.1 Taljai mata Vasahat Padamawati 10 Undri 11 Pisoli 12 Mohammadwadi 13 Dehu Road Undri-Pisoli Road Pisoli Road Mohammadwadi Gaon Dehu Road Thomas Colony Mhamurdi Shitala Nagar Vikas Nagar Dutt Nagar Shivaji Nagar Shri Nagar Shelar wadi Ambedkar nagar Adarsh Nagar Sai nagar Yerwada Shelar chal Laxmi Nagar Yashwant Nagar Subhash Nagar Ganesh Nagar Kamraj Nagar Shastri Nagar Mahamta Housing Board Navi Khadki Shani Chal Gandhi Nagar Jai Prakash Nagar Ram Nagar Kalyani Nagar Ramwadi Vadgaonsheri Gaon
14 Yerwada
15 Vadgaonsheri
Matchwell Road Kharadkar nagar Prasad Nagar Vitthal Nagar 16 Kore Gaon Park Total Kore Gaon Park
1 5 2 1 1 508
S.No. Area 1 Ghorpadi
Sub-Area Khoj Account Bhart forge road 7 Shirke company(Bhim nagar) 8 B.T kavade road 10 Ghorpadi bazar 1 Mundhawa road 1 Sarvodya colony Railway station Hadapasar Mundhawa Chowk Keshav nagar Mangri(bk) Mangri(kd) Mahadhev Nagar Manjri road 17 1/2 Nali 17 1/2 Nali Road Malwadi Hadapasar Pune Solapur road Parijat Colony Anand Nagar Gosai Wasti Bhagirathi Nagar Gadi Tar Sato Plot Aakashvani Ravi Darshan Ganesh Vihar Colony Vitthal Nagar Shinde Wasti Laxmi Nagar Ram Takeri Vadu Wadi 7 5 1 18 19 7 11 2 11 4 30 5 3 2 4 6 11 2 3 2 1 2 7 3 5 2
2 Mundhwa
3 Keshav nagar 4 Manjri
5 Hadapasar
Ram Nagar Sasane Nagar Kukai Nagar Kale Padal Kale Borate Handewadi Road Sato Nagar 6 Pune Saswad road Bekari Nagar Damal Wadi Rupi Nagar Phursungi Gaon Ganga Nagar Aadhresh Nagar Avdhut Nagar Tukai Darshan Satyam Puram Society Satowadi Gondle Nagar Mahamata Phule vashahat Vatal Baba Wasti Unnati Nagar Hingane Ali Ramoshi Lane Pune Solapur Road Magarpatta Road Sanker Math Gosai Wasti Surashka Nagar Hingale Mala Vaidu wadi Wanwadi Gaon Shanti Nagar Jugtap Chowk Fatima Nagar Jugtap Nagar Wanwadi Bazare
2 11 1 11 2 10 4 27 11 4 16 18 1 5 8 1 10 4 2 4 1 2 2 4 4 1 5 1 7 2 2 3 2 2 1 1 9 1 1 2 5
7 Pune Solapur Road
8 Wanwadi
9 Mohammadwadi Road Sayyad Nagar Udyag Nagar Tarwade Wasti Mohammadwadi Gaon Nyati Estate
10 Yerwada
Phule Nagar Indira Nagar Shanti Nagar Aadhresh Nagar Pancheel Nagar Pratick Nagar Hira Manmozi Nagar Nagpur Chawl Maharastra Housing Board Sanjay Park(Viman Darshan) Viman Nagar Sainaik Nagar Kamgar Nagar Jadav Nagar Kasturba Society Alandi Road Kalas Road Dhanori Road Bhim Nagar Tingare Nagar Road Tingare Nagar Indira Nagar(Burma Shell) Sai Satyam Park Ganesh Park Kavade Wasti Khandave Nagar Ubale Nagar Aple Ghar Society Tulza Bhawani Nagar Hadapasar By-Pass Shivraj Chowk Sabji Mandi Sangharesh Chowk Kharadi Road Eknath Pathare Wasti Satguru Housing Society Dwarka Garden Tuka ram Nagar Borate Wasti Ganesh Nagar Sunita Nagar
3 10 9 2 1 1 1 14 1 6 5 3 1 1 1 4 1 4 7 2 19 11 6 1 2 2 2 4 2 2 1 4 2 12 5 1 1 2 3 2 1
11 Vishrant wadi
12 Pune Nagar Road
13 Chandan Nagar
14 Kharadi
15 Vadgaon Sheri
Sagar Park Somnath Nagar Viman Nagar Corner 16 Ramwadi TOTAL Ramwadi
1 7 1 7 588
S.No
Area 1 DAPODI PHUGEWDI
Sub-Area DAPODI VILLAGE PIMPRI ROAD, SHIV DATT NAGAR 397/1 AGERSEN NAGAR RAMKRISHNA MANGAL KARYALAYA POOJA HOSPITAL ANAND PARK VADWARI SHASTRI NAGAR KESHAV NAGAR KESERWADI KUNAL ICON TUSAR RESIDENCY, JAGTAP DAIRY DWARKADHEESH VILLAGE VILLAGE VILLEGE RAMNAGAR GANESHNAGAR VILLAGE KATEA BASTI VIJAY NAGAR RUNWAL PARK GAYAKWAR NAGAR ALANDI ROAD DATT NAGAR CHAUDHARY PARK B U BHANDHARI CMPLX. ADARSH NAGAR SHIV SAI NAGAR
Khoj Accounts 9 2 2 3 2 1 7 1 2
2 PIMPLE GURAV
3 PIPLE SAUDAGER
1 2 1 18 9 6 5 5 7 6 1 2 1 4 1 3 8 5
4 PIMPLE NILAKH 5 BOPKHEL
6 KALAS 7 DIGHI
8 DHANORI
VILLAGE DATT NAGAR GOKUL NAGAR MUJABA BASTI AKASH PARK SPICER COLLEGE, NR. OLD SANGHVI NEW SANGHVI SAMARTH NAGAR ADARSH NAGAR, NEW SANGHVI SH. VIVEKANAND NAGAR SAMTA NAGAR GANESH NAGAR, NEW SANGHVI VINAYAK NAGAR, N. S. GAJANAND NAGAR, N.S. DHORE PATIL FARM AUNDH VILLEGE KASTURBA GANDHI VASHAT INDIRA GANDHI VASHAT NR. AMBEDKAR COLLEGE D P ROAD, BANER OLD SANGHVI GAYAKWAR NAGAR VILLEGE BALEWADI PHATA VILLEGE WAKAD CHOK VILLEGE DANGHI CHOK NEW DATT NAGAR KELATE NAGAR SHANKER VENU NAGAR MAHATOBA NAGAR, ZOPADPATTI EKTA HOUSING SOC. KESPATHE BASTI, KALAWARI PHATA NR. POLICE CHOKI BHUJBAL BASTI BOMKER BASTI KALAKHADAK, HINJEWADI RD V. PATIL ROAD I T PARK GANESH TEMPLE
6 2 5 19 2 4 6 2 2 2 3 3 3 3 4 7 14 2 17 14 1 4 13 13 3 2 2 5 7 2 4 1 15 3 3 5 13 8 1 5
9 AUNDH
10 BANER
11 BALEWADI 12 WAKAD
13 BAPODI
SAMARTH NAGAR AMBEDKER CHOK BAPODI VILLEGE 14 KHADKI ELIPHASTEN RD, KRILOSKER ENGINE HULA ROAD OLD BAZAR NEW BAZAR VILLEGE SUS ROAD
2 4 4 1 1 1 1 20 11 6
15 SUTARWARI
16 EKNATH NAGAR 17 PASHAN MAIN CHOK SOMESHARWADI SANJAY GANDHI VASHAT PANCHWATI CHORIYA GARDEN, SUTARWARI RD VIVEKANAND SOC. TATA MOTORS JENWARI GOKHALE NAGAR JAI MALHAR NAGAR GURU NANAK NAGAR KALAWARI PHATA NAKTHA NAGAR VENU NAGAR THERGAON PHATA JAI HIND NAGAR DATT NAGAR THERGAOAN VILLAGE TAPASE NAGAR GANESH NAGAR EKTA COLLONY RATANDEEP COLLONY DANGHI CHOWK MANGAL NAGAR GUJAR NAGAR KANAIYA PARK KRANTIVEER NAGAR SAINATH NAGAR PAWAR NAGAR PADVAL CHAL PODVAL NAGAR SHIVTHIRTH NAGAR
6 10 11 3 2 1 1 22 2 2 2 7 2 2 1 3 3 1 12 2 2 1 2 5 5 6 7 9 21 8
18 THERGAON
BHORDE NAGAR KALESH NAGAR INDRANI NAGAR 19 RAHATANI GAJANAND NAGAR, KALAWARI PHATA SASHTRI NAGAR SHRI NAGAR NAKHATE BASTI RAM NAGAR SAI CORNER JAGTAP DAIRY SHIVAJI CHOWK SAJJAN GARDH RAI GARDH KALAWADI
4 5 4 5 4 5 17 10 1 1 6 3 1 15 637
TOTAL
Direct coverage is the ultimate acid test for any FMCG company forms the backbone for any organization in India. Count of Name of the Shop Stockist Anupama Agencies Madhuram Sales Rupesh Agencies Vikas Traders Chandralok Enterprises Darshan Enterprises Excel Enterprises Gayatri Enterprises Jey Pee Enterprises New Baner Stockist New Katraj Stockist Sai Traders Shri Sai Agencies Shri sai Enterprises Shubham Enterprises Vijay Traders Yash Enterprises (Blank) Grand Total
Total 102 23 50 121 33 100 227 174 104 222 226 272 277 227 326 399 52 38 2973
CONCLUTIONS
A truly global company. Covering 200countries. It divided into four categories: Pet nutrition Home care Personal care Oral care
Its vision is be the innovative leader with our brands every day in every home
It is lacking in: Proper distribution Focusing on roadside only Adopting shortcut method means only large counter Try to fewer walks Time management Not proper dress code Inexperience salesman Not suitable for lower class family its price is higher as compared withAnchor Babool Vi-john
SUGGESTIONS Service
·The main objective of service is to develop our business and keep an edge over competition ·The stockist must provide satisfactory service to the trade. · The stockist must take initiative in merchandising by providing proper units for covering the markets and servicing all dealers regularly. · Not focusing only roadside · Delivery on time
Godown Space
·Adequate space for storage of goods, POP and documents ··Centrally located & easy to approach ··Adequate lighting ··Roof /Ceiling /Wall should not have leakage ··Floors should be clean from dust / waste ··Damaged /Returned goods should be stored in separate area with clear identification ··Godown should be kept clean on a regular basis ··CP products to be stored separately from products of other companies ··Stocks should be stored on tarpaulin and 6 inches from the wall
·Stacking up to 7 / 8 shippers & in upright position ·· Honeycomb style for stacking ··Loose stocks to be kept on separate racks ·· Follow the FIFO system ·· Segregate products by variants & price code ··Loose brush hangers should not be rolled ·Shelf for POP with Bin cards
(visual on shipper)
··Care to be taken while loading / unloading of stocks to avoid damages
Personnel
Regular and efficient personnel should be provided to meet the objective of providing service as given below:
Salesmen: To conduct retailing & maintain adequate stock Salesteam should have dresscode of colgate palmolive Pressure at all outlets. One S/man per 240 A/cs needs to be provided. He should be exclusively working for Colgate.
Drivers/Helpers: To assist the salesmen in ready stock retailing and to fix POP material in all outlets Clerk/Accountant: To maintain sales record and submit them on time To operate PC for Intellised operation
Delivery Vehicles
For metro & HQ towns painted motorized vehicle for every 480 accounts. For smaller towns and villages motorized / non motorized 3 wheeler
Involvement
·The Partners/Proprietors should personally visit the market regularly to develop and maintain good trade relations. · It also helps them in assessing and keeping a check on the working of their salesmen and merchandisers. · It helps in addressing any market related issues and solve them immediately thereby ensuring good customer service
Line of Business
·He can have agencies of other FMCG but not with any of our competitors. · Exclusive stockiest are preferred.
Bibliography
Books:
Philip kotler; Marketing Management; eleventh edition; Ranjan saxena; Marketing Management; second edition; Tata McGraw hill publication, New Delhi.
Magazine and journals:
Business India Trade Journals
Reports:
Monthly report of the company. Internet.
doc_968368143.docx
The Colgate-Palmolive Company is an American multinational consumer products company focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products
COMPANY PROFILE
Welcome To Colgate Palmolive
Colgate Palmolive India ltd. is a 51% subsidiary of Colgate Palmolive Company, USA. It is the market leader in the Indian oral care market, with a 51% market share in the toothpaste segment, 48% market share in the toothpowder market and a 30% share in the toothbrush market. The company also has a presence in the premium toilet soap segment and in saving products, which are sold under the Palmolive brand. Other well-known consumer brand includes Charmis skin cream and Axion dish wash. The company s strategy is to focus on growing volumes by improving penetration through aggressive campaigning and consumer promotions. The company plans to launch new product in oral and personal care segment and is prepared to continue spending on advertising and marketing to gain market share. Margin gains are being targeted through efficient supply chain management and bringing down cost of operation. A substantial increase in profitability can be brought about through ad spend reduction.
Colgate Palmolive India Lines of Business
Oral Care
Personal Care
http://www.colgate.co.in/app/Colgate/IN/HouseholdCare/AxionDishWashingPaste.cv sp
Hard Surface Care
Colgate Palmolive World wide Key Facts
Headquarter in USA
$9 billion in Sales & over 38000 employees world wide
We sell our products in 212 countries around the world
We have a customer base of 4.5 million
Colgate is a truly Global Organization with almost around 75 % of the sales coming from outside of USA
Over 40 % of toothpaste used in the world bears the COLGATE name
Colgate Palmolive Worldwide Lines of Business
Oral Care
Personal Care
Household Surface Care
Fabric care
Animal Dietary Care
Colgate Palmolive India
Headquarter in Mumbai
Annual Turnover around 1100 crs
Market leaders in Oral care
Colgate India s no 1 brand
Colgate Ranked among Best Employer in India
Customer base of more than 8 lac retailers
Serviced by Company field force, more than 1800 stockiest & super stockiest & their field force
Colgate is the brand that people trust, for complete oral care protection for themselves and the ones they love.
Colgate Palmolive India Facts & Milestones
1937: The company was incorporated in India and started trading activities. It was then a cent percent US Company
1949: Manufacturing started operations in Mumbai
1985: Started contract manufacturing of Paste, Brushes and Shampoos
1988: New Toothpowder factory at Waluj, Aurangabad
1990: Soap plant started production 1993: CP (US) raised its equity from 40 % to 51 %
800 750 Rs. akhs p.m 700 650 600 550
520.3
Major A ccts. Sales Trends
753.0 687.7 696.1 656.1 613.8 615.1 620.6 691.5
500
Q1'03 Q2'03 Q3'03 Q4'03 Q1'04 Q2'04 Q3'04 Oct'04 Nov'04 avg. avg. avg. avg. avg. avg. avg.
Colgate Palmolive India Facts & Milestones
1994: CP (I) buys the Oral Care division of Ciba Geigy
1997: Manufacturing facility in Hetauda, Nepal for Dental Cream and Tooth powder
1998: Successfully rolled out SAP in India. Colgate Oral Pharmaceuticals launched.
1999: Regional Technology Centre & Corporate office at Powai, Mumbai. Operations in New geographies Bangladesh, Nepal and Srilanka
Colgate Palmolive India Lines of Business
Oral Care
Personal Care
Hard Surface Care
COLAGET PALMOLIVE INDIA LTD
Global Vision
Be the innovative leader with our brands every day in every home
Our Mission
Achieve market dominance in Oral Care through aggressive volume growth, and establish a significant presence in Personal Care
COLAGET PALMOLIVE INDIA LTD
Colgate Values
The Company cares about its people, consumers, Shareholders and Business Partners.
Colgate is committed to act with compassion, integrity and honesty in all situations, to listen with respect to others and to value differences.
Colgate is committed to getting better every day in all that it does.
By better understanding consumers and customers expectations and continuously working to innovate and improve products, services and processes, Colgate will become the best .
Stockiest Best Practices
Stockiest & Company
Stockiest are our Business Partners
We are a Team
Our common goal Growth & Profitability
COLAGET PALMOLIVE INDIA LTD
We share the same belief
Customer service, wider, better and timely distribution
of our products to all dealers
Office
Properly Furnished
Name board painted with company product
Adequate seating space
Computer
Telephone
Cabinets for stationery / files
Display board for product display
White board to display market working plan, months promotion, daily sales tracking
COLAGET PALMOLIVE INDIA LTD
Delivery Vehicles
For metro & HQ towns painted motorized vehicle for every 480 accounts. For smaller towns and villages motorized / non motorized 3 wheeler
BRAND CONTRIBUTION
Grand Brand Total ADVANCED WHITENING 551640.5 AJAX 44680.83 AXION 512273 CAPC 56625.76 CDC 80564645 CDC - KIDS 178188.5 CIBACA 8337363 CTP 37862962 GEL 6853299 HERBAL 944802.1 HERBAL White 1375375 OTHERS T/B 5240945 OTHERS-MISC 2 0 PO HANDWASH 23332.2 POAT Bar 245355.5 POAT LHW 234247.8 POAT SH CREAM 212656.5 POAT SH Gel 755013 POAT Talc 16124.62 POEC 60245.36 PON 77016.13 PONT 7025.35 PREM T/B 5306861 SENSATION 50270.32 SH BRUSH 337845.7 SH CREAM 1904866 SH ROUND 2511.12 SHAMPOO 68254.93 SHAVE GEL 1771.61 TOTAL 1883776 Grand Total 1.54E+08 YTD % value contribution 0.36 0.03 0.33 0.04 52.41 0.12 5.42 24.63 4.46 0.61 0.89 3.41 0.00 0.02 0.16 0.15 0.14 0.49 0.01 0.04 0.05 0.00 3.45 0.03 0.22 1.24 0.00 0.04 0.00 1.23 100.00
COLAGET PALMOLIVE INDIA LTD
Colgate Awards
1. Best Website Award
COLAGET PALMOLIVE INDIA LTD
NEED OF THE PROJECT
OPERATION KHOJ Pune City
City: Population: 25 Lakhs. Municipal Corporations: 2 Size: 138.76 sq km Economy:
o Industrial base: Automobiles, Software, Electronics, Light machinery, etc., o Defence establishments. o Government Establishments. o Educational Centers o Demography dominated retired/senior citizens.
CP Infrastructure: No. Of SOs: 3 No. Of Stockists: 10 No. Of Salesmen: 35 No. Of Merchandisers: 4 No. Of RFCs: 1 No. Of Accounts: 7289
COLAGET PALMOLIVE INDIA LTD
The Problem: AC Nielsen reported Accounts: 14250. Current CP Coverage: 7289. Gap: 50% Hence: Wholesale Contribution 34% High Cost of Sale. Low contribution of secondary brands. Reactions to the Gap: 50% Gap is IMPOSSIBLE!!! Nielsen data could be wrong Can they give us a list of accounts? We cover every part of the city & beyond. No other company has the coverage depth that Colgate has in Pune city. The beginning . Market visits showed that a lot of small/ marginal accounts were not covered. This was prominent in the far-off extensions of the city. Mostly small bi-lanes were never probed by our salesmen/ SOs during their working. The usual excuse of the salesman would be These do not buy regularly, The order gets cancelled, as they won t have cash at the time of delivery. They did not buy when I visited them earlier.
COLAGET PALMOLIVE INDIA LTD
Understand the city: The city is just not what we think it is. There is a huge gap between what we assume as the city and what Nielsen considers as the city. Need to get the right map.
Operation khoj the team: Activity was done through a team of summer trainees from a local management institute. 4 students were involved.
Operation Khoj
preparations:
Each of the students was made to work with the SOs/ stockiest salesmen for one week at 2 -3 stock points. Product knowledge, Retail Environments, Salesman s job profile, Beat plans, etc.
Operation Khoj
preparations:
After the market visits, we had a meeting to discuss the learnings out of the market visits. Importance of distribution;
COLAGET PALMOLIVE INDIA LTD
Role of Wholesale; Impact of substitution in the trade; Cost-benefits of direct coverage; Role of salesmen, etc. .........All this gave the team a better perspective of the project & its importance
Operation Khoj preparations: The study was restricted to the New Pune & Pimpri - Chinchwad municipal corporations & Metropolitan Area.
The operation started with a division of the city into certain blocks.
Each of these blocks had individual detailed maps with specific map reference nos. so that its location in the city can be identified.
Each candidate was assigned a small part of the city in the form of a set of adjoining maps.
The job of each candidate was to go to each of these areas and cover the entire area on foot and list down the outlets in the area in walking order. Their mission was to look out for and maximise the uncovered outlets. Each map area would take 3-4 days to cover.
COLAGET PALMOLIVE INDIA LTD
Operation Khoj preparations: First phase had the new Pune municipal corporation where 43 areas were identified from the survey.
The candidates were asked to collect the census on a format, which will record certain vital information about the outlet.
This data will then be compiled in the form of an Excel file and provided to us.
This data will further get arranged stockist wise/area wise and will hence throw-up the gaps by area under each stockist area.
We would further take decisions on the realignment of area, appointment of additional stockists, appointment of additional stockist salesmen, etc.
Operation Khoj the act On the first day the entire team (4 trainees & D M (Pune)) worked together in one area. The intention was to train the summer trainees on The type of outlets to be listed; Probing; Communicating with the trade;
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
COLAGET PALMOLIVE INDIA LTD
Operation Khoj key learnings We had not kept pace with the expansion of the city. Retailers feel privileged to be serviced by the Co., stockiest; Most retailers are willing buy against cash; There are some areas where Co., like Coke & Pepsi have a better service than other companies; Gaps exist between areas of two stock points. Salesmen do not add accounts as they feel that the marginal accounts buy from the beat wholesalers. Most of the uncovered accounts sell only CDC & CTP out of our portfolio. A stockiest can handle only a certain no. Of accounts.
LOGISTICS
This department monitors the movement of finished goods from the point of manufacture to the various warehouses / C & Fs and to the stockists based all over the country
LOGISTICS CHANNELS
Warehouses C & Fa Stockist Markets Retailers
DISTRIBUTION CHANNEL
FACTORY WAREHOUSE/C&F SUPER STOCKIST (DIRECT) STOCKIST (DIRECT) CO.OP STORES (DIRECT)
RURAL STOCKIST (INDIRECT)
WHOLESALER
RETAILER
WHOLESALER
RETAILER
CONSUMER
SALES OFFICER OF PUNE AND THEIR STOCKIESTS
SALES OFFICERS
STOCKIESTS
1. Mr. Vilash Arvind Ragunath
Madhuram sales
2. Ms. Sweata
J.P Enterprises Excel Enterprises Shree Sai Enterprises Yash Enterprises
3. Mr. Deepak
Vijay Traders Mandar Enterprises Charlok Enterprises Darshan Enterprises
OPERATION KHOJ
Name of the Surveyor: Date:
S. No Map No. Map Point Name of the Owner Address of the Shop Telephone No. Whether sells ( tick if yes )
Lifebouy Colgate Shampoo
Parachu te Oil
OBJECTIVE
To understand and find out new outlet To search Problem related to it To find out Colgate competitors and their strategy\ To find out market trend To find out causes behind declining Colgate market The final suggestion/recommendation
EXECUTIVE SUMMARY
Colgate currently covers 7087 accounts in Pune city, which is just about 50% of the A.C Neilsen s reported universe of accounts in Pune city (14200 Accounts). Any FMCG company thrives on its distribution strength. Distribution determines reach. It s a known fact that directly covered outlets have a much higher market share for the company than outlets being covered through wholesale/indirectly covered. Also the Speed to Market for any product/organization is a result of its direct coverage Direct coverage is the ultimate acid test for any FMCG company backbone for any organization in India. forms the
Assumptions: Practical recommendations/solutions will get implemented. Stockists have to look at their overall earnings & it can be assumed that currently they are earning enough to invest in infrastructure (salesman/auto units etc.). Where ever necessary, new stockist can be appointed.
Project Timelines: To start immediately and to be presented to Branch Team (BM, RSM, DM & Cust Mktg) by 20th August.
Key Deliverables: A list of uncovered outlets in the new municipal area of Pune and PimpriChinchwad municipal corporations and the Pune metropolitan area. Present an assessment of the business potential by area. Identification of 3 to 4 critical locations where new stockists can be appointed. Restructuring the entire geography for optimization of coverage. This could mean identification of new stockist locations, re-allocation of beats between existing stockists, increasing route list accounts at certain existing stockists, etc., Finally arrive at a fresh route list at each stock point (both existing & new) in the city & metropolitan area.
Important Considerations: The final suggestions/ recommendations should take care of the rapid expansion of the city limits and should be robust enough to sustain for the next 4 to 5 years. Match our restructuring plan with 1 or 2 good companies with strong distribution infrastructure in the city. This is just to validate our line thinking. Any new stockist that is planned to be appointed should have atleast 480 accounts to cover and have a business size of around 4 lakhs.
Operation Khoj
. Results
AREA WARAJE
LOCATION BHAGIRATHI NAGAR NDA ROAD KALPUTRA COLONY SNEHAKEET COLONY DUDHANE NAGAR BHALEKER BASTI DATTA DIGMBER SWET GANGA SOCIETY SAI KORNER A MALWADI WARAJE GAON RAM NAGAR YASHWADEEP SOCIETY JAYDEEP SOCIETY VITHAL NAGAR TAPO DHAM HIGNE HOME COLONY SHAWER COLONY GALI NO 1 GALI NO 3 GALI NO 7 GALI NO 8 GALI NO 4 NEAR CORPORATION BANK KAMNAVASHAT LAXMINAGAR WADAR BASTI MAVALE ALI SHAW COLONY VIKASH MITRAMANDAL NEAR BUS STOP NEAR JOSHI BARAPAW VIKASH CHOWK CANOL ROAD BARATE COMPLEX NEAR KAKRE PALACE DHANUKER COLONY
ACCOUNT 1 11 2 1 1 2 2 2 1 9 3 24 1 1 9
KARVE NAGAR
13 1 1 1 2 1 4 2 4 5 4 3 1 2 3 1 1 5 2 1 2
KOTHRUD
CHANDRALOK NAGRI HAPPY COLONY GOSAVI BASTI NEAR SHIVAJI STATU VELKE NAGAR BHELKE NAGAR AZADWADI GAGAN JAI SOCIETY SASTREI NAGAR MARATHA MAHASANGA SOC. KRISHNA NAGAR SHIVTIRTHA NAGAR KISKINDA NAGAR JAI BHAWANI NAGAR GUJRAT COLONY BHUSARI COLONY PAUD ROAD INDRA SHANKER NAGRI D 43 / ALAKNANDA VITHALWADI SINHAGAD ROAD HIGNE VITHALWADI DATTA WADI DHANDEKER POOL AMIL WADI RAM NAGAR NEAR CANOL PARVATI DARSHAN LAXMI NAGAR PARVATI GAON JANTA VASHAT PARVATI PAITHA PAWAR BASTI HADGUDE BASTI KUDAL BASTI JADAV WADI CHIKHALI GAON PATIL NAGAR MAHADEV NAGAR GANESH NAGAR AKURDI DUDUL GAON
1 6 5 1 1 1 1 1 24 1 4 5 1 4 4 18 1 5 1 4 5 16 6 6 3 1 13 4 3 44 4 7 1 25 1 14 11 3 4 3 3
PARVATI
CHIKHALI
DUDUL GAON
VAHILE NAGAR DEV PHATA MOSHI DEV RASTA MOSHI HAWELI NAGESHWER MOSHI PUNE NASIK ROAD BORATE LANE NEAR NAGESHWER MANDIR MOSHI GAON LAXMI NAGAR BHIM NAGAR TAPKIR NAGAR INDRANI NAGAR KATE BASTI KALJE WADI KOTHWAL WADI B.K. DHABARE BASTI KHURD WADI MUKHWADI BHOSLE BASTI 24 WADI MAHALUNGE PADALE
1 6 1 1 1 3 1 2 4 3 2 2 6 7 6 1 32 1 8 4 2 1 18 14 3 9 3 2 1 2 4 2 3 3 3 2 1 2 1 1
ALANDI
CHARHOLI
MAHALUNGE
WADGAON SHERI SAINATH NAGAR PATIL NAGAR MALWADI MAHAVIR NAGAR MATE NAGAR INDRA NAGAR NAMDEO NAGAR GANESH NAGAR SAMARTH NAGAR TAMPO CHOWK RAM NAGAR POTE NAGAR VIDHYA NAGAR POLICE COLONY SOMNATH NAGAR KHARARI MAHADEV NAGAR
GALENDI NAGAR YASHWANT NAGAR SAMARTH COLOYNY TUKARAM NAGAR PATARE BASTI NANDOSHI GORHE B.K. GORHE DHURD DONJE GOLE WADI NANDOSHI GAON GORHE BUDRAK GORHE DHURD DONJE GAON GOLE WADI
1 4 1 1 3 4 10 3 5 2 3 16 3 13 14 14 6 6 4 6 6 1 2 3 3
GHERA SINHAGAD GHERA SINHAGAD KHANAPUR MALKHED HINJEWADI MAN SUS BAUDHAN KHANAPUR MALKHED HINJEWADI MAN SUS GAON B.K KHURD MARUNJE GAON KASARSAI GAON NERE DATA WADI SINDHE BASTI JAMBE TATHAVADE (JADAV BASTI) ASHOK NAGAR
MARUNJE KASARSAI NERE
JAMBE TATHAVADE
S.No
Area 1 Kondhwa(kd)
Sub-Area Lulla Nagar Kondhwa(kd) Gaon Bhagyoday nagar Mitha nagar Kausar Baug Barkat Nagar NIBM road Kedari Nagar Azad Nagar Kondhwa(BK) Gaon Laxmi Nagar Kakade wasti Sai nagar Sambhaji nagar Yewlewadi Katraj Gaon Ambe Gaon(BK) Dutta Nagar Shani nagar Wonder City Katraj-Kondhwa Road Bharti Vidya Pith Dhankawadi Gaon Balaji Nagar Shankar Maharaj Vasahat Hill top Society Taljai Pathar Bibwewadi gaon Papal Wasti Pokale wasti Mahesh Society Indira Nagar(lower) Gujar wadi Upper Oata Super Chaitraban Vasahat Rajiv Gandhi nagar Sukh Sagar Nagar Chinta Mani Nagar
Khoj Accounts 1 19 13 24 1 2 6 3 9 15 3 2 10 2 18 18 6 11 7 1 7 20 7 4 9 3 4 9 3 4 3 2 3 15 4 2 16 4 2
2 Wonwarie
3 Kondhwa(BK)
4 Katraj
5 Dhankawadi
6 Bibwewadi
7 Indira nagar
Prem Nagar Vasahat 8 Arnyeshwar Arnyeshwar Nagar Annabhau sathe nagar
9 5 6 4 14 2 8 2 6 8 5 5 1 16 3 2 3 5 3 3 7 5 2 18 5 4 15 4 1 4 2 3 2 12 1 4 4 3
9 Sahakar nagar no.1 Sahakar nagar no.1 Taljai mata Vasahat Padamawati 10 Undri 11 Pisoli 12 Mohammadwadi 13 Dehu Road Undri-Pisoli Road Pisoli Road Mohammadwadi Gaon Dehu Road Thomas Colony Mhamurdi Shitala Nagar Vikas Nagar Dutt Nagar Shivaji Nagar Shri Nagar Shelar wadi Ambedkar nagar Adarsh Nagar Sai nagar Yerwada Shelar chal Laxmi Nagar Yashwant Nagar Subhash Nagar Ganesh Nagar Kamraj Nagar Shastri Nagar Mahamta Housing Board Navi Khadki Shani Chal Gandhi Nagar Jai Prakash Nagar Ram Nagar Kalyani Nagar Ramwadi Vadgaonsheri Gaon
14 Yerwada
15 Vadgaonsheri
Matchwell Road Kharadkar nagar Prasad Nagar Vitthal Nagar 16 Kore Gaon Park Total Kore Gaon Park
1 5 2 1 1 508
S.No. Area 1 Ghorpadi
Sub-Area Khoj Account Bhart forge road 7 Shirke company(Bhim nagar) 8 B.T kavade road 10 Ghorpadi bazar 1 Mundhawa road 1 Sarvodya colony Railway station Hadapasar Mundhawa Chowk Keshav nagar Mangri(bk) Mangri(kd) Mahadhev Nagar Manjri road 17 1/2 Nali 17 1/2 Nali Road Malwadi Hadapasar Pune Solapur road Parijat Colony Anand Nagar Gosai Wasti Bhagirathi Nagar Gadi Tar Sato Plot Aakashvani Ravi Darshan Ganesh Vihar Colony Vitthal Nagar Shinde Wasti Laxmi Nagar Ram Takeri Vadu Wadi 7 5 1 18 19 7 11 2 11 4 30 5 3 2 4 6 11 2 3 2 1 2 7 3 5 2
2 Mundhwa
3 Keshav nagar 4 Manjri
5 Hadapasar
Ram Nagar Sasane Nagar Kukai Nagar Kale Padal Kale Borate Handewadi Road Sato Nagar 6 Pune Saswad road Bekari Nagar Damal Wadi Rupi Nagar Phursungi Gaon Ganga Nagar Aadhresh Nagar Avdhut Nagar Tukai Darshan Satyam Puram Society Satowadi Gondle Nagar Mahamata Phule vashahat Vatal Baba Wasti Unnati Nagar Hingane Ali Ramoshi Lane Pune Solapur Road Magarpatta Road Sanker Math Gosai Wasti Surashka Nagar Hingale Mala Vaidu wadi Wanwadi Gaon Shanti Nagar Jugtap Chowk Fatima Nagar Jugtap Nagar Wanwadi Bazare
2 11 1 11 2 10 4 27 11 4 16 18 1 5 8 1 10 4 2 4 1 2 2 4 4 1 5 1 7 2 2 3 2 2 1 1 9 1 1 2 5
7 Pune Solapur Road
8 Wanwadi
9 Mohammadwadi Road Sayyad Nagar Udyag Nagar Tarwade Wasti Mohammadwadi Gaon Nyati Estate
10 Yerwada
Phule Nagar Indira Nagar Shanti Nagar Aadhresh Nagar Pancheel Nagar Pratick Nagar Hira Manmozi Nagar Nagpur Chawl Maharastra Housing Board Sanjay Park(Viman Darshan) Viman Nagar Sainaik Nagar Kamgar Nagar Jadav Nagar Kasturba Society Alandi Road Kalas Road Dhanori Road Bhim Nagar Tingare Nagar Road Tingare Nagar Indira Nagar(Burma Shell) Sai Satyam Park Ganesh Park Kavade Wasti Khandave Nagar Ubale Nagar Aple Ghar Society Tulza Bhawani Nagar Hadapasar By-Pass Shivraj Chowk Sabji Mandi Sangharesh Chowk Kharadi Road Eknath Pathare Wasti Satguru Housing Society Dwarka Garden Tuka ram Nagar Borate Wasti Ganesh Nagar Sunita Nagar
3 10 9 2 1 1 1 14 1 6 5 3 1 1 1 4 1 4 7 2 19 11 6 1 2 2 2 4 2 2 1 4 2 12 5 1 1 2 3 2 1
11 Vishrant wadi
12 Pune Nagar Road
13 Chandan Nagar
14 Kharadi
15 Vadgaon Sheri
Sagar Park Somnath Nagar Viman Nagar Corner 16 Ramwadi TOTAL Ramwadi
1 7 1 7 588
S.No
Area 1 DAPODI PHUGEWDI
Sub-Area DAPODI VILLAGE PIMPRI ROAD, SHIV DATT NAGAR 397/1 AGERSEN NAGAR RAMKRISHNA MANGAL KARYALAYA POOJA HOSPITAL ANAND PARK VADWARI SHASTRI NAGAR KESHAV NAGAR KESERWADI KUNAL ICON TUSAR RESIDENCY, JAGTAP DAIRY DWARKADHEESH VILLAGE VILLAGE VILLEGE RAMNAGAR GANESHNAGAR VILLAGE KATEA BASTI VIJAY NAGAR RUNWAL PARK GAYAKWAR NAGAR ALANDI ROAD DATT NAGAR CHAUDHARY PARK B U BHANDHARI CMPLX. ADARSH NAGAR SHIV SAI NAGAR
Khoj Accounts 9 2 2 3 2 1 7 1 2
2 PIMPLE GURAV
3 PIPLE SAUDAGER
1 2 1 18 9 6 5 5 7 6 1 2 1 4 1 3 8 5
4 PIMPLE NILAKH 5 BOPKHEL
6 KALAS 7 DIGHI
8 DHANORI
VILLAGE DATT NAGAR GOKUL NAGAR MUJABA BASTI AKASH PARK SPICER COLLEGE, NR. OLD SANGHVI NEW SANGHVI SAMARTH NAGAR ADARSH NAGAR, NEW SANGHVI SH. VIVEKANAND NAGAR SAMTA NAGAR GANESH NAGAR, NEW SANGHVI VINAYAK NAGAR, N. S. GAJANAND NAGAR, N.S. DHORE PATIL FARM AUNDH VILLEGE KASTURBA GANDHI VASHAT INDIRA GANDHI VASHAT NR. AMBEDKAR COLLEGE D P ROAD, BANER OLD SANGHVI GAYAKWAR NAGAR VILLEGE BALEWADI PHATA VILLEGE WAKAD CHOK VILLEGE DANGHI CHOK NEW DATT NAGAR KELATE NAGAR SHANKER VENU NAGAR MAHATOBA NAGAR, ZOPADPATTI EKTA HOUSING SOC. KESPATHE BASTI, KALAWARI PHATA NR. POLICE CHOKI BHUJBAL BASTI BOMKER BASTI KALAKHADAK, HINJEWADI RD V. PATIL ROAD I T PARK GANESH TEMPLE
6 2 5 19 2 4 6 2 2 2 3 3 3 3 4 7 14 2 17 14 1 4 13 13 3 2 2 5 7 2 4 1 15 3 3 5 13 8 1 5
9 AUNDH
10 BANER
11 BALEWADI 12 WAKAD
13 BAPODI
SAMARTH NAGAR AMBEDKER CHOK BAPODI VILLEGE 14 KHADKI ELIPHASTEN RD, KRILOSKER ENGINE HULA ROAD OLD BAZAR NEW BAZAR VILLEGE SUS ROAD
2 4 4 1 1 1 1 20 11 6
15 SUTARWARI
16 EKNATH NAGAR 17 PASHAN MAIN CHOK SOMESHARWADI SANJAY GANDHI VASHAT PANCHWATI CHORIYA GARDEN, SUTARWARI RD VIVEKANAND SOC. TATA MOTORS JENWARI GOKHALE NAGAR JAI MALHAR NAGAR GURU NANAK NAGAR KALAWARI PHATA NAKTHA NAGAR VENU NAGAR THERGAON PHATA JAI HIND NAGAR DATT NAGAR THERGAOAN VILLAGE TAPASE NAGAR GANESH NAGAR EKTA COLLONY RATANDEEP COLLONY DANGHI CHOWK MANGAL NAGAR GUJAR NAGAR KANAIYA PARK KRANTIVEER NAGAR SAINATH NAGAR PAWAR NAGAR PADVAL CHAL PODVAL NAGAR SHIVTHIRTH NAGAR
6 10 11 3 2 1 1 22 2 2 2 7 2 2 1 3 3 1 12 2 2 1 2 5 5 6 7 9 21 8
18 THERGAON
BHORDE NAGAR KALESH NAGAR INDRANI NAGAR 19 RAHATANI GAJANAND NAGAR, KALAWARI PHATA SASHTRI NAGAR SHRI NAGAR NAKHATE BASTI RAM NAGAR SAI CORNER JAGTAP DAIRY SHIVAJI CHOWK SAJJAN GARDH RAI GARDH KALAWADI
4 5 4 5 4 5 17 10 1 1 6 3 1 15 637
TOTAL
Direct coverage is the ultimate acid test for any FMCG company forms the backbone for any organization in India. Count of Name of the Shop Stockist Anupama Agencies Madhuram Sales Rupesh Agencies Vikas Traders Chandralok Enterprises Darshan Enterprises Excel Enterprises Gayatri Enterprises Jey Pee Enterprises New Baner Stockist New Katraj Stockist Sai Traders Shri Sai Agencies Shri sai Enterprises Shubham Enterprises Vijay Traders Yash Enterprises (Blank) Grand Total
Total 102 23 50 121 33 100 227 174 104 222 226 272 277 227 326 399 52 38 2973
CONCLUTIONS
A truly global company. Covering 200countries. It divided into four categories: Pet nutrition Home care Personal care Oral care
Its vision is be the innovative leader with our brands every day in every home
It is lacking in: Proper distribution Focusing on roadside only Adopting shortcut method means only large counter Try to fewer walks Time management Not proper dress code Inexperience salesman Not suitable for lower class family its price is higher as compared withAnchor Babool Vi-john
SUGGESTIONS Service
·The main objective of service is to develop our business and keep an edge over competition ·The stockist must provide satisfactory service to the trade. · The stockist must take initiative in merchandising by providing proper units for covering the markets and servicing all dealers regularly. · Not focusing only roadside · Delivery on time
Godown Space
·Adequate space for storage of goods, POP and documents ··Centrally located & easy to approach ··Adequate lighting ··Roof /Ceiling /Wall should not have leakage ··Floors should be clean from dust / waste ··Damaged /Returned goods should be stored in separate area with clear identification ··Godown should be kept clean on a regular basis ··CP products to be stored separately from products of other companies ··Stocks should be stored on tarpaulin and 6 inches from the wall
·Stacking up to 7 / 8 shippers & in upright position ·· Honeycomb style for stacking ··Loose stocks to be kept on separate racks ·· Follow the FIFO system ·· Segregate products by variants & price code ··Loose brush hangers should not be rolled ·Shelf for POP with Bin cards
(visual on shipper)
··Care to be taken while loading / unloading of stocks to avoid damages
Personnel
Regular and efficient personnel should be provided to meet the objective of providing service as given below:
Salesmen: To conduct retailing & maintain adequate stock Salesteam should have dresscode of colgate palmolive Pressure at all outlets. One S/man per 240 A/cs needs to be provided. He should be exclusively working for Colgate.
Drivers/Helpers: To assist the salesmen in ready stock retailing and to fix POP material in all outlets Clerk/Accountant: To maintain sales record and submit them on time To operate PC for Intellised operation
Delivery Vehicles
For metro & HQ towns painted motorized vehicle for every 480 accounts. For smaller towns and villages motorized / non motorized 3 wheeler
Involvement
·The Partners/Proprietors should personally visit the market regularly to develop and maintain good trade relations. · It also helps them in assessing and keeping a check on the working of their salesmen and merchandisers. · It helps in addressing any market related issues and solve them immediately thereby ensuring good customer service
Line of Business
·He can have agencies of other FMCG but not with any of our competitors. · Exclusive stockiest are preferred.
Bibliography
Books:
Philip kotler; Marketing Management; eleventh edition; Ranjan saxena; Marketing Management; second edition; Tata McGraw hill publication, New Delhi.
Magazine and journals:
Business India Trade Journals
Reports:
Monthly report of the company. Internet.
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