1
A PROJECT REPORT ON
“TREND ANALYSIS IN FMCG”
{EMAMI LIMITED JABALPUR}
For the partial fulfillment of the requirement of Master of Business Administration Semester IV Guided by Submitted by
Submitted to
Rani Durgavati Vishwavidyalaya ,Jabalpur
TABLE OF CONTENTS Page NO.
2 1. 2. 3. 4.
DECLARATION ACKNOWLEDGEMENT CERTIFICATE OF PRINCIPAL CERTIFICATE OF GUIDE
03 04 05 06
5. CHAPTER 1 Executive Summary 6. CHAPTER II Introduction
• • •
07
08 09 11 12
OVERVIEW OF FMCG INDUSTRY SCOPE OF FMCG SECTOR COMPANY PROFILE
7. CHAPTER III Research Methodology 8. CHAPTER IV Observations 9. CHAPTER V Interpretation and analysis 10. CHAPTER VI Results and conclusions 33 25 16 14
DECLARATION
3
I, Yogesh report
a student of
MBA 2009-2010 of ANALYSIS in
“SHRI RAM INSTITUTE OF FMCG(EMAMI LIMITED)
SCIENCE AND TECHNOLOGY JABALPUR” hereby declare that the project Entitled TREND JABALPUR(M.P.) is the outcome of my own work and the same has not being submitted to any University/institute for the award of any or any professional diploma.
Date:
ACKNOWLEDGEMENT
Training is one of the most important and crucial aspect of management. It is an indispensable part of management studies. Training basically bring into practicality
4
the matter of theory which undoubtedly strengthens and makes clear the concepts of the subject thus making it all the more interesting the challenging. At this important stage of my training which I have been able to complete with the able guidance and support of my firstly mentors, for their supportive attitude I like to extend my heartfelt gratitude to Mr. R.S AGRAWAL (Company Sectary of EMAMI LIMITED) without whom my training would have been not possible.
Then I would like to sincerely thank all the employees of EMAMI LIMITED The contribution of Mr.S.K.SONY (A) in co-coordinating my activities and his valuable advice from time to time has helped me a lot in completing my project. It was a remarkable experience working with EMAMI LIMITED. and would always be treasured.
Thank you
CERTIFICATE
This is to certify that the project entitled as “TREND ANALYSIS IN FMCG” (EMAMI LIMITED Limited Jabalpur) completed by the student as a fulfillment of
5
the practice work of the degree of master of business Administration Semester IV from Rani Durgawati Vishwavidyalaya, Jabalpur for the year 2010.It has been duly completed as record of bonafide work in practice of MARKETING of Shri Ram Institute of Science And Technology Jabalpur. I hope this report is up to the desired standard both in respect of its contents and literacy presentation.
Principal
CERTIFICATE
This is to certify that the project entitled as “TREND ANALYSIS IN FMCG”( EMAMI Limited Jabalpur) completed by the student as a fulfillment of the
6
practice work of the degree of master of business Administration Semester IV from Rani Durgawati Vishwavidyalaya, Jabalpur for the year 2010. It has been duly completed as record of bonafide work in practice of marketing of Shri Ram Institute of Science And Technology Jabalpur This report has been completed by Yogesh under my guidance.
Name of faculty
CHAPTER I
EXECUTIVE SUMMARY
This study aims at the various programs being run by a FMCG company for their wholesalers and retailers and how these programs benefit the wholesalers and retailers and setting up a benchmark for other FMCG companies to follow. Thus, analyzing the market trend of FMCG Initially the data was collected on the raw hand from various shops in the region so as to compare the benefits associated with the ongoing programs but the major
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support came in when the distributors who take care of the supply of products and goods to the wholesalers and retailers were approached. With this data which was collected from the distributors the detailed analysis of various FMCG companies program was done and then the comparative analysis was done using this data which was in detail. On the basis of this collection few suggestions were sought to the company which we were working for.
CHAPTER II
INTRODUCTION Today, in order to survive, every business will have to be organized with information and knowledge and be customer – focused, market driven, global in scope, well networked and flexible in its ability to deliver value to its customers. The ever growing economy Of India has given market a new look and everywhere the latest trends in consumer goods can be witnessed. The increasing market demand especially in metros, has given customers many options in form of products available and had lead to
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development of different channels by FMCG companies for selling their goods to consumer. Research project was conducted for Emami. The project involves the Analysis of the exclusive shops of Emami and for other FMCG companies tapping market and increasing brand awareness among the consumers through this channel, then comparison of our program with the program offered by other FMCG companies in the market also to find the various margins and benefits given by the competitors on their products in these channel. The prime objective of these projects is to increase market coverage, maximize sale and to increase point of contact in addition to it, I also analyzed the promotional tools which can make the purchase of a consumer more exciting, keeping the cost intact at each outlets under my area.
OVERVIEW OF FMCG INDUSTRY: Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high
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return. A major portion of the monthly budget of each household is reserved for FMCG products. The volume of money circulated in the economy against FMCG products is very high, as the number of products the consumer use is very high. Competition in the FMCG sector is very high resulting in high pressure on margins. FMCG companies maintain intense distribution network. Companies spend a large portion of their budget on maintaining distribution networks. New entrants who wish to bring their products in the national level need to invest huge sums of money on promoting brands. Manufacturing can be outsourced. A recent phenomenon in the sector was entry of multinationals and cheaper imports. Also the market is more pressurized with presence of local players in rural areas and state brands.
INDUSTRY SEGMENTS: The Indian FMCG market being the fourth largest sector in the economy, account for 4 million jobs in downstream activities. The main segments of this sector are: Personal Care: Oral care, Hair care; Skin care, Personal wash (soaps), Cosmetics and Toiletries; Deodorants & Perfumes, Paper products (tissues, diapers, sanitary) and Shoe care. Household Care:
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Fabric Wash (Laundry soaps and Synthetic detergents), Household cleaners (Dish/Utensil cleaners, Floor cleaners, Toilet cleaners, Air Fresheners, Insecticides and Mosquito repellents, Metal polish and Furniture polish). Branded and Packaged Food and Beverages: Health Beverages, Soft Drinks, Staples/Cereals, Bakery Products (Biscuits, Bread, Cakes), Snack Food, Chocolates, Ice Cream, Tea, Coffee, Processed Fruits, Vegetables and Meat; Dairy Products, Bottled Water; Branded Flour, Branded Rice, Branded Sugar, Juices.
SCOPE OF FMCG SECTOR: The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores
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in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then.
Top Ten Players in FMCG Sector: S.NO 1 2 3 4 5 6 7 8 9 10
•
COMPANIES HINDUSTAN UNILEVER LIMITED ITC (INDIAN TOBACCO COMPANY) NESTLE INDIA GCMMF (AMUL) DABUR INDIA ASIAN PAINTS (INDIA) CADBURY INDIA MARICO PROCTER & GAMBLE HYGIENE AND HEALTH CARE EMAMI LIMITED
COMPANY PROFILE: One of the most attractive Indian ayurveda proxies in a world moving rapidly towards natural remedies
Flagship company of the Emami Group promoted by Kolkata-based industrialists Mr. R.S. Agarwal and Mr. R.S. Goenka • Board of Directors comprises of six independent Directors including eminent personalities like Mr. Viren J. Shah (Former Governor of West Bengal), Mr. K. N. Memani (Former Chairman and Country Managing Director of Ernst & Young, India), Padmashree Award winner Vaidya Suresh Chaturvedi, Mr. S. N. Jalan, Attorney and Industrialists Mr. S. K. Todi and Mr. K. K. Khemka. • Inducted professionals at various levels like Mr. N.Venkat (CEO) and Mr. Naresh Bhansali (CFO) • Manufacturer of health, beauty and personal care products for over 30 years • Kolkata-headquartered; manufacturing plants in Kolkata, Guwahati and Pondicherry
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Manufacturing facilities with ISO 9001:2000 certifications and cGMP compliance
MILESTONES ACHIEVED: “Every month, over 70 Million consumer packs from Emami reach approximately 130 Million consumers in about 23 Million households, Network of over 2800 distributors, Direct coverage of over 4 lacs retail outlets, Products available across 2.6 million outlets in India, Five sales channels divided into rural and urban sales territories”
Emami's focus on sustainable profitable growth is manifest through its consistent financial performance
?One
of the most prominent Indian ayurveda product companies with revenues of Rs. 5,837 mn (2008-9) ?Prominent wealth creator with a market capitalization of Rs. 18.6 bn ?One of the fastest growing as well; 13% topline and 41% bottomline growth in 2008-9. Three year CAGR growth is 25% and 46% respectively The Company's shares are compulsory traded in dematerialized form and are available on both the Depositories in India National Securities Depository Ltd (NSDL) and Central Depository Services (India) Limited (CDSL). Under the Depository System, the International Securities Identification Number (ISIN) allotted to the Company's shares is INE548C01024.
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CHAPTER III
RESEARCH METHDOLOGY The project involves the analysis of the distribution system of Marico and various programs offered by them to tap market, then comparison of these programs with the programs offered by main competitor in the market also to find the various margins and benefits given by the competitors on their products in these programs. The prime objective of these projects is to increase market coverage, maximize sale and to increase point of contact at each outlet. SUMMARY OF RESEARCH METHODOLOGY: Research Approach Source Collection Method Research Instrument Sample Unit Survey Primary Data and Secondary Data Direct Observations, Personal Interview. Personal Interview. Local Retailers, Wholesalers
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Sample Size Analytical Tools Target Areas:
and Distributors. 36 Shops & 5 Distributors Observation Method
The information collected through personal interview includes the areas of Jabalpur like Adhartal Nagar, Ranjhi, Vijay nagar, Sadar, Rampur, Civil lines, Civic center, Gorakhpur, Madanmahal etc. P.S. underline names show the distributor points for other FMCG
In this project, survey technique has been employed using Person-administered method which has three parts.
1) To understand the competition in the Programs that are being offered by Emami and its competitors and to understand where Emami stands in various factors like Cost to Sales, Leakage and Damage Policy (whether Emami is cheaper or expensive), Payout of Window. 2) To understand Various Programs offered by major leading FMCG companies to tap the market. 3) To find out what can be done at the end of Emami so that their programs and benefits becomes the benchmark for their competitors.
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The questions that were raised to various distributors and even at shops however were unstructured but they were all similar in order to get the detailed information about the competitors programs. The main motive behind raising those questions was to get an idea of the points wherein we are leading or at some cases lagging behind our competitors. Hence a detailed data of the programs run by different FMCG’s is given in the analysis part of the report later on. However the picture about the programs was not clear after talking to the shopkeepers as they were only aware of the thing that something is being run by the company and to some extent they know the name of the programs but no clear idea about the rewards and benefits, hence in order to overcome this ambiguity we focused this study to the distributors of different FMCG’s and we made a most out of this research.
CHAPTER IV
OBSERVATIONS In order to understand how does a FMCG work we need to understand the channels that is described in terms of a FMCG. As most of our study was directed towards the program that benefits the wholesaler and retailer but apart from these two channels there are other channels a FMCG deals with. They can be listed as under: I. II. Wholesale Key Outlets
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III. IV. V.
Chemist Cosmetics Others(include retailers)
Detailed program analysis EMAMI LIMITED For Wholesaler: EMAMI Ltd in order to reward there privileged wholesaler runs a program which is known as ‘BANDHAN’. Key features: Structure: 1) One program across urban and rural 2) Urban parties to be cluster under WEP – U. 3) Rural parties to be cluster under WEP – R. 4) Period: 1st may 2009 to 31st march 2010.
ENROLLMENT: 1) For urban (WEP - U), wholesale parties with Emami products purchase of greater than 100 ltr/kg per month to be enrolled in the program. 2) For rural (WEP – R), wholesale parties with Emami products purchase of greater than 50 ltr/kg per month to be enrolled in the program.
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Program Design: The following is a point table for the brands relevant to the BANDHAN program. Each party gets the following points on per kg/ltr purchase of Emami products. BRANDS NAVARATNA OIL NAVARATNA OIL LITE FAIR AND HANDSOME FAST RELIEF BOROPLUS BOROPLUS LOTION SONA CHANDI CHAVANPRASH AMRITPRASH NATURALLY FAIR MALAI KESAR CREAM FAIR AND AGELESS MENTHO PLUS BALM NAVARATNA COOL TALC BOROPLUS PRICKLYHEAL GOLDEN BEAUTY TALC P.S. All the brands are common to all the regions. POINTS 1 1 1 1 1 2 2 2 2 2 2 4 4 4 4
Program Elements: 1. Once during the year relationship building activities will be done for all enrolled parties.
2.
For selected outlets, company would take up Category Domination Shelves. Payout for the window would happen at the end of a period (as defined in T&C).
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The allocation of Category Domination outlets will be at the sole discretion of TSO of Emami.
3.
JOKER CARD: Joker Card will be available to a wholesaler two times in a year on any brand except BOROPLUS. During this period all the members will earn double points on per litre/kg purchase on the points allocated for the brands in the program. The month and the brand will be communicated by the TSO/Distributors at the appropriate time. Joker Cards will be available twice a year.
SUMMARY OF THE WHOLESALE PROGRAM
I.
In order to reward there privileged wholesaler, Emami Ltd runs a program which is known as ‘BANDHAN’. Wholesalers are enrolled into this program under two category i.e. urban (WEP - U) & rural (WEP – R) There is also a Joker Card which would be available to wholesaler two times in a year on any brand except BOROPLUS. During this period all the
II.
III.
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members will earn double points on per litre/kg purchase on the points allocated for the brands in the program.
IV.
As per the company requirements, it selects certain number of wholesale outlets where they hire 6 windows or shelves which are known as category domination shelves. Company pays Rs 900 for these hired windows after the end of every period and the products that are displayed in these windows would be all the units of one range of the product that a window can occupy. For ex—all the available packs of Navaratna hair oil will be placed on a window till that window is completely occupied. As this a point base program, so on certain products a wholesaler gets 1 point, on some gets 2 points, and on some he receive 4 points. The value of one point for a wholesaler is equal to Rs 1.25(approx), hence as many points he can collect can be redeemed against the gift equivalent to the value of point in terms of rupees after the annual period (1st May 2009 to 31st March 2010) ends.
V.
VI.
For Retailers: Like BANDHAN which is the program run by Emami Ltd. for wholesalers similarly there are various programs run by Emami Ltd. for their retailers. We can know about these programs one by one as follows:
MERA STORES: This is one such program which is run by Emami Ltd. every year for their retail outlets where outlets are selected on the sole discretion of company. In this program company wants one display windows from the retailer where the products to be displayed are chosen by the company. The payout for the retailer is as follows: For Window: Rs 350/month Discount (%): 1% on total purchase on achieving his sales target for a period.
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The payout is done via cheque and payout is done once a period ends.
TOP MERA STORES: The outlets chosen in this program are again on the sole discretion of the company where company chooses its key outlets i.e. those shops which have been giving good business on monthly basis to the company. Here company requires two windows to display its products and wants a shopkeeper to give them a place to keep a stand to display Chavanprash which is known as “CHAVANPRASH ZONE”. The payout is as follows: For Window: Rs 450 per window/month For Saffola Zone: Rs 1000/month
Hence an overall payout of Rs 1900 plus the same discount of 1% as described for MERA STORES. This payout is also done via cheque once the period ends.
NOTE: In order to receive a discount of 1% on total purchase after the end of every period the shop has to place an unpaid Multi-Product Dispenser for which there is no payout as it is a compulsion levy by Emami Ltd. on their Mera and Top Mera Stores respectively. The window that is required to display Emami products should be behind the counter.
DHOOM PROGRAM: This program is run by the company to reward the retailers who deals with the business of edible oils. This program is also divided into three different clubs viz.
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PLATINUM GOLD SILVER
Program Design:
i)
1 point per K/g of purchase would be given on Sona chandi Chavanprash. Visibility Points: For Platinum and Gold parties only.
ii)
K/G Club Visibility Type Visibility Points P.M 1000 Platinum Collateral* 200 300 Gold Collateral 100 100 Silver Collateral -P.S. Points are redeemable at the end of the program duration (Duration is from 1st May 2009 to 31st March 2010). * implies that an oil retailer will have to display Chavanprash products in a Chavanprash Stand Program Elements: 1) Joker Card: Joker Card will be available to a retailer twice in a year on any brand except Navaratna Hair Oil. During this period all the members will earn double i.e. 2 points per litre/kg on chosen brand. The month & the brand will be communicated by TSO/DISTRBUTOR 2) Both JOKERS cannot be used in the same period.
NOTE: As this program is divided into three periods (MAY, JUNE & JULY); (AUG, SEPT, OCT & NOV); (DEC, JAN, FEB & MAR). In order
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to retain membership, retailers will have to maintain average sales per month as mention below.
CLUB Platinum Gold Silver
Points per month 1000 300 100
UNNATI: This program is especially run for the chemists those who keep Emami Ltd. Personal Care products like hair oil, Face-cream and Soaps. The company requires one window from the chemist shop wherein the display of products is done for the above mentioned products and the products on the display changes on monthly basis. The payout for the program is as follows: For Window: Rs 400/month Discount (%): Chemist receives an additional discount of 3% as a part of this program if he achieves his sales. The payout is done via cheque after the period ends.
NOTE: The Company requires the growth of 15% to 20% over the previous year sales for that period. The percentage varies as per the capability of the outlet in giving out sales. PENALTY CLAUSE: Every quarter wholesaler who fails to achieve any of the UTSAV Growth slab will lose coins in the following manner:
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PREVIOUS QUARTER CLUB Shahenshah Samrat Sultan Sartaj Yuvraj NIL CLUB
COINS 150 100 75 50 50 50
COST TO SALES ANALYSIS Sr.No 1) 2) 3) 4) 5) 6) Name of the company Emami P&G HUL Marico Dabur Colgate Monthly target Rs 40,000 Rs 44,000 Rs 1,50,000 Rs 20,000 Rs 15,000 Rs 10,000
EMAMI: As this store is enrolled under the TOP MERA program, hence it will enjoy some benefits that is been offered by the company. So, Target: Rs 40,000 (1 % of the target sales) = Rs 400 2Window, 1Cavanprash zone = Rs 1900 Rs 2300/-
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Cost to sales (%) = (cost of program Target sales) * 100 = (2300 = 5.75% Name of the company Emami P&G HUL Marico Dabur Colgate Sales target(Rs) 40,000 44,000 1,50,000 20,000 15,000 8,000 Cost of program(Rs) 2,300 2,060 6,850 500 787.50 920 Cost to sales (%) 5.75% 4.68% 4.57% 2.5% 5.25% 11.5% 40,000) * 100
ADDITIONAL INFORMATION ELEMENTS OF WINDOWS Emami: Mera Program Window: Single piece of every available size of Navaratna Hair Oil is displayed. One window per Mera Store. Top Mera Program Window: One window comprising the same as Mera Store and other window consisting of male grooming products. Two windows per Top Mera Store. Stand: It comprises all the available packs of Cavanprash products. This stand is known as Cavanprash Zone. Unnati: Display window consist of Boroplus, Fast Relief and Emami Fair & Handsome. One window per chemist shop.
REPLACEMENT POLICY
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EMAMI: Emami offers 0.42% leakage discount on the billing rate of Navaratna and Hair & Care 1ltr pouch. There are also some other condition. Such as,
i) All the products are replaced as per the billing rate including the scheme if there was any, when the shop keeper ordered for the product. ii) Company always replaces expire products or genuine case of replacement which excludes the product which is Rat Eaten, Burnt out or if the content of the product is less than 75%.
CHAPTER V
DATA ANALYSIS AND
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INTERPRETATION
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1) From overall order of FMCG, what percentage is of Emami ltd. ? o 10 o 20 o 30 o 40 o 50 o 60
Interpretation
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Most of the outlets orders 30% of Emami Ltd. products out of total FMCG orders,22% order 10,19% orders 40,15% orders 20,7% orders 50 while 5% orders 60 Emami Ltd. products out of total FMCG orders.
2) Are you aware of all products offered by Emami Ltd.? o Yes o No o Not used
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Interpretation Most of the outlets were aware of all the products offered by Emami Ltd. ,32% said they are not aware while 21% said they have not used Emami products.
3) If yes then how did they come to know about it ? o Distributors o Newspapers/magzines o Television o Agents o Other
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Interpretation Most of the outlets i.e. 35% said they come to know about Emami Products through Agents, 29% through Distributors,21% through Television,11% through Newspaper/magazines while 4% said they come to know about Emami Products through other sources.
4) Are the customers satisfied with the products and services of Emami ltd. ? o Satisfied o Mostly satisfied o Neither satisfied/nor unsatisfied o Mostly unsatisfied o Unsatisfied
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Interpretation Most of the outlets i.e. 55% said the customers are mostly satisfied with the products and services of Emami ltd., 25% said they are satisfied,13% said they are neither satisfied nor unsatisfied, 7% said they are mostly unsatisfied with the products and services of Emami ltd.,
5) How do you justify your preference for Emami ltd products over other FMCG products? o Quality services o Replacement o Reach
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o Variety of products o Nothing particular
Interpretation Most of the outlets i.e. 31% said they prefer Emami Ltd. because of its reach,29% because of its quality services, 21% because of varieties in Product line while 19% because of their Replacement Policies.
6) Are you satisfied with the co-operation by the sales person of Emami ltd ? o Satisfied
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o Mostly satisfied o Neither satisfied/nor unsatisfied o Mostly unsatisfied o Unsatisfied
Interpretation Most of the outlets i.e. 40% said that they are mostly satisfied with the cooperation by the sales person of Emami ltd., 31% are highly satisfied,11% said they are neither satisfied nor unsatisfied, 12% are unsatisfied with the co-operation by the sales person of Emami ltd.
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7) Are you satisfied by the promotional tools provided by Emami ltd.? o Satisfied o Mostly satisfied o Neither satisfied/nor unsatisfied o Mostly unsatisfied o Unsatisfied
Interpretation Most of the outlets i.e. 51% said that they satisfied by the promotional tools provided by Emami ltd., 34% are highly satisfied,10% said they are neither satisfied nor unsatisfied, 5% are bit unsatisfied by the promotional tools provided by Emami ltd.
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CHAPTER VI
FINDINGS AND SUGGESTIONS
?
Emami Pure skin soap should also be provided in 100 gm as its cost is very high compare to market. Special promotion Packs should also be provided.
? Regular meeting/Parties should be arranged for retailers. Cost can be compensated by not providing display for particular month.
?
The advertisement for Malai Kesar Cream should be started again. As it is been noticed that there was a sudden fall in the sales for these product as the advertisement were stopped.
?
More promotional activities should be done for Sona Chandi Chavanprash.
? Regular check should be done to make sure that the products are supplied at the right place and at the right time.
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CONCLUSION Emami ltd. Is performing very good in the field of trading FMCG products, there existing a good relationship with employees as well as the customers and retailers,the management is taking keen interest for finding their weakness and try their level best to overcome it.
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LIMITATION OF THE PROJECT ? Some of the retailers were hesitant in giving the adequate information. ? The major setback was in terms of data collected for COLGATE as the shopkeepers were not aware of the programs totally and distributor was not ready to give out all the information. ? Unavailability of the right contact - Many a times the right contact persons were not present, in that case follow up was done 2-3 times. ? Few of the retail owners were very reluctant to provide information on Margins, Rates of Displays, Schemes offered by competitors, conditions imposed by competitors on such Schemes & Displays. ? There might have been tendencies among the respondents to amplify or filter their responses under the testing conditions. ? Since the study involves sampling method, Drop – in or ‘Go Through’ error might have crept in. ? Since the results have been drawn on the basis of the information provided by the respondents, chance of response error might have crept. ? Due to the busy schedule of distributors, the frequency of meeting distributors was very low.
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ANNEXURE Sr.No 1 2 4 5 6 7 8 9 10 Terms Retailers FMCG Wholesaler Key outlets Chemist Cosmetics DSR WEP Meaning A merchant who sells goods at retail i.e. to the end user in small quantities. Fast moving consumer goods or the goods of daily use. Someone who buys large quantities of goods and resells to merchants (retailers) rather than to the ultimate customers. It comprises all the big stores and outlets like departmental stores. A retail shop where medicine and other articles are sold. A retail shop where all the personal care products are sold. Distributor Sales Representative or Sales Man Wholesale Emami Program
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REFERENCES WEBSITES
?
www.emami.com
?
www.naukrihub.com
?
http://vijeta.net
CATALOGUES ? Bandhan, Dhoom, Mera, Top Mera
? Kings
? Udaan
? Sales Detailer for Badshah and Star Store DISTRIBUTORS
? Sushil Agencies, Garg Agencies, Jai Chand Agencies for EMAMI
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doc_471847114.doc
A PROJECT REPORT ON
“TREND ANALYSIS IN FMCG”
{EMAMI LIMITED JABALPUR}
For the partial fulfillment of the requirement of Master of Business Administration Semester IV Guided by Submitted by
Submitted to
Rani Durgavati Vishwavidyalaya ,Jabalpur
TABLE OF CONTENTS Page NO.
2 1. 2. 3. 4.
DECLARATION ACKNOWLEDGEMENT CERTIFICATE OF PRINCIPAL CERTIFICATE OF GUIDE
03 04 05 06
5. CHAPTER 1 Executive Summary 6. CHAPTER II Introduction
• • •
07
08 09 11 12
OVERVIEW OF FMCG INDUSTRY SCOPE OF FMCG SECTOR COMPANY PROFILE
7. CHAPTER III Research Methodology 8. CHAPTER IV Observations 9. CHAPTER V Interpretation and analysis 10. CHAPTER VI Results and conclusions 33 25 16 14
DECLARATION
3
I, Yogesh report
a student of
MBA 2009-2010 of ANALYSIS in
“SHRI RAM INSTITUTE OF FMCG(EMAMI LIMITED)
SCIENCE AND TECHNOLOGY JABALPUR” hereby declare that the project Entitled TREND JABALPUR(M.P.) is the outcome of my own work and the same has not being submitted to any University/institute for the award of any or any professional diploma.
Date:
ACKNOWLEDGEMENT
Training is one of the most important and crucial aspect of management. It is an indispensable part of management studies. Training basically bring into practicality
4
the matter of theory which undoubtedly strengthens and makes clear the concepts of the subject thus making it all the more interesting the challenging. At this important stage of my training which I have been able to complete with the able guidance and support of my firstly mentors, for their supportive attitude I like to extend my heartfelt gratitude to Mr. R.S AGRAWAL (Company Sectary of EMAMI LIMITED) without whom my training would have been not possible.
Then I would like to sincerely thank all the employees of EMAMI LIMITED The contribution of Mr.S.K.SONY (A) in co-coordinating my activities and his valuable advice from time to time has helped me a lot in completing my project. It was a remarkable experience working with EMAMI LIMITED. and would always be treasured.
Thank you
CERTIFICATE
This is to certify that the project entitled as “TREND ANALYSIS IN FMCG” (EMAMI LIMITED Limited Jabalpur) completed by the student as a fulfillment of
5
the practice work of the degree of master of business Administration Semester IV from Rani Durgawati Vishwavidyalaya, Jabalpur for the year 2010.It has been duly completed as record of bonafide work in practice of MARKETING of Shri Ram Institute of Science And Technology Jabalpur. I hope this report is up to the desired standard both in respect of its contents and literacy presentation.
Principal
CERTIFICATE
This is to certify that the project entitled as “TREND ANALYSIS IN FMCG”( EMAMI Limited Jabalpur) completed by the student as a fulfillment of the
6
practice work of the degree of master of business Administration Semester IV from Rani Durgawati Vishwavidyalaya, Jabalpur for the year 2010. It has been duly completed as record of bonafide work in practice of marketing of Shri Ram Institute of Science And Technology Jabalpur This report has been completed by Yogesh under my guidance.
Name of faculty
CHAPTER I
EXECUTIVE SUMMARY
This study aims at the various programs being run by a FMCG company for their wholesalers and retailers and how these programs benefit the wholesalers and retailers and setting up a benchmark for other FMCG companies to follow. Thus, analyzing the market trend of FMCG Initially the data was collected on the raw hand from various shops in the region so as to compare the benefits associated with the ongoing programs but the major
7
support came in when the distributors who take care of the supply of products and goods to the wholesalers and retailers were approached. With this data which was collected from the distributors the detailed analysis of various FMCG companies program was done and then the comparative analysis was done using this data which was in detail. On the basis of this collection few suggestions were sought to the company which we were working for.
CHAPTER II
INTRODUCTION Today, in order to survive, every business will have to be organized with information and knowledge and be customer – focused, market driven, global in scope, well networked and flexible in its ability to deliver value to its customers. The ever growing economy Of India has given market a new look and everywhere the latest trends in consumer goods can be witnessed. The increasing market demand especially in metros, has given customers many options in form of products available and had lead to
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development of different channels by FMCG companies for selling their goods to consumer. Research project was conducted for Emami. The project involves the Analysis of the exclusive shops of Emami and for other FMCG companies tapping market and increasing brand awareness among the consumers through this channel, then comparison of our program with the program offered by other FMCG companies in the market also to find the various margins and benefits given by the competitors on their products in these channel. The prime objective of these projects is to increase market coverage, maximize sale and to increase point of contact in addition to it, I also analyzed the promotional tools which can make the purchase of a consumer more exciting, keeping the cost intact at each outlets under my area.
OVERVIEW OF FMCG INDUSTRY: Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high
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return. A major portion of the monthly budget of each household is reserved for FMCG products. The volume of money circulated in the economy against FMCG products is very high, as the number of products the consumer use is very high. Competition in the FMCG sector is very high resulting in high pressure on margins. FMCG companies maintain intense distribution network. Companies spend a large portion of their budget on maintaining distribution networks. New entrants who wish to bring their products in the national level need to invest huge sums of money on promoting brands. Manufacturing can be outsourced. A recent phenomenon in the sector was entry of multinationals and cheaper imports. Also the market is more pressurized with presence of local players in rural areas and state brands.
INDUSTRY SEGMENTS: The Indian FMCG market being the fourth largest sector in the economy, account for 4 million jobs in downstream activities. The main segments of this sector are: Personal Care: Oral care, Hair care; Skin care, Personal wash (soaps), Cosmetics and Toiletries; Deodorants & Perfumes, Paper products (tissues, diapers, sanitary) and Shoe care. Household Care:
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Fabric Wash (Laundry soaps and Synthetic detergents), Household cleaners (Dish/Utensil cleaners, Floor cleaners, Toilet cleaners, Air Fresheners, Insecticides and Mosquito repellents, Metal polish and Furniture polish). Branded and Packaged Food and Beverages: Health Beverages, Soft Drinks, Staples/Cereals, Bakery Products (Biscuits, Bread, Cakes), Snack Food, Chocolates, Ice Cream, Tea, Coffee, Processed Fruits, Vegetables and Meat; Dairy Products, Bottled Water; Branded Flour, Branded Rice, Branded Sugar, Juices.
SCOPE OF FMCG SECTOR: The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores
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in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then.
Top Ten Players in FMCG Sector: S.NO 1 2 3 4 5 6 7 8 9 10
•
COMPANIES HINDUSTAN UNILEVER LIMITED ITC (INDIAN TOBACCO COMPANY) NESTLE INDIA GCMMF (AMUL) DABUR INDIA ASIAN PAINTS (INDIA) CADBURY INDIA MARICO PROCTER & GAMBLE HYGIENE AND HEALTH CARE EMAMI LIMITED
COMPANY PROFILE: One of the most attractive Indian ayurveda proxies in a world moving rapidly towards natural remedies
Flagship company of the Emami Group promoted by Kolkata-based industrialists Mr. R.S. Agarwal and Mr. R.S. Goenka • Board of Directors comprises of six independent Directors including eminent personalities like Mr. Viren J. Shah (Former Governor of West Bengal), Mr. K. N. Memani (Former Chairman and Country Managing Director of Ernst & Young, India), Padmashree Award winner Vaidya Suresh Chaturvedi, Mr. S. N. Jalan, Attorney and Industrialists Mr. S. K. Todi and Mr. K. K. Khemka. • Inducted professionals at various levels like Mr. N.Venkat (CEO) and Mr. Naresh Bhansali (CFO) • Manufacturer of health, beauty and personal care products for over 30 years • Kolkata-headquartered; manufacturing plants in Kolkata, Guwahati and Pondicherry
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Manufacturing facilities with ISO 9001:2000 certifications and cGMP compliance
MILESTONES ACHIEVED: “Every month, over 70 Million consumer packs from Emami reach approximately 130 Million consumers in about 23 Million households, Network of over 2800 distributors, Direct coverage of over 4 lacs retail outlets, Products available across 2.6 million outlets in India, Five sales channels divided into rural and urban sales territories”
Emami's focus on sustainable profitable growth is manifest through its consistent financial performance
?One
of the most prominent Indian ayurveda product companies with revenues of Rs. 5,837 mn (2008-9) ?Prominent wealth creator with a market capitalization of Rs. 18.6 bn ?One of the fastest growing as well; 13% topline and 41% bottomline growth in 2008-9. Three year CAGR growth is 25% and 46% respectively The Company's shares are compulsory traded in dematerialized form and are available on both the Depositories in India National Securities Depository Ltd (NSDL) and Central Depository Services (India) Limited (CDSL). Under the Depository System, the International Securities Identification Number (ISIN) allotted to the Company's shares is INE548C01024.
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CHAPTER III
RESEARCH METHDOLOGY The project involves the analysis of the distribution system of Marico and various programs offered by them to tap market, then comparison of these programs with the programs offered by main competitor in the market also to find the various margins and benefits given by the competitors on their products in these programs. The prime objective of these projects is to increase market coverage, maximize sale and to increase point of contact at each outlet. SUMMARY OF RESEARCH METHODOLOGY: Research Approach Source Collection Method Research Instrument Sample Unit Survey Primary Data and Secondary Data Direct Observations, Personal Interview. Personal Interview. Local Retailers, Wholesalers
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Sample Size Analytical Tools Target Areas:
and Distributors. 36 Shops & 5 Distributors Observation Method
The information collected through personal interview includes the areas of Jabalpur like Adhartal Nagar, Ranjhi, Vijay nagar, Sadar, Rampur, Civil lines, Civic center, Gorakhpur, Madanmahal etc. P.S. underline names show the distributor points for other FMCG
In this project, survey technique has been employed using Person-administered method which has three parts.
1) To understand the competition in the Programs that are being offered by Emami and its competitors and to understand where Emami stands in various factors like Cost to Sales, Leakage and Damage Policy (whether Emami is cheaper or expensive), Payout of Window. 2) To understand Various Programs offered by major leading FMCG companies to tap the market. 3) To find out what can be done at the end of Emami so that their programs and benefits becomes the benchmark for their competitors.
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The questions that were raised to various distributors and even at shops however were unstructured but they were all similar in order to get the detailed information about the competitors programs. The main motive behind raising those questions was to get an idea of the points wherein we are leading or at some cases lagging behind our competitors. Hence a detailed data of the programs run by different FMCG’s is given in the analysis part of the report later on. However the picture about the programs was not clear after talking to the shopkeepers as they were only aware of the thing that something is being run by the company and to some extent they know the name of the programs but no clear idea about the rewards and benefits, hence in order to overcome this ambiguity we focused this study to the distributors of different FMCG’s and we made a most out of this research.
CHAPTER IV
OBSERVATIONS In order to understand how does a FMCG work we need to understand the channels that is described in terms of a FMCG. As most of our study was directed towards the program that benefits the wholesaler and retailer but apart from these two channels there are other channels a FMCG deals with. They can be listed as under: I. II. Wholesale Key Outlets
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III. IV. V.
Chemist Cosmetics Others(include retailers)
Detailed program analysis EMAMI LIMITED For Wholesaler: EMAMI Ltd in order to reward there privileged wholesaler runs a program which is known as ‘BANDHAN’. Key features: Structure: 1) One program across urban and rural 2) Urban parties to be cluster under WEP – U. 3) Rural parties to be cluster under WEP – R. 4) Period: 1st may 2009 to 31st march 2010.
ENROLLMENT: 1) For urban (WEP - U), wholesale parties with Emami products purchase of greater than 100 ltr/kg per month to be enrolled in the program. 2) For rural (WEP – R), wholesale parties with Emami products purchase of greater than 50 ltr/kg per month to be enrolled in the program.
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Program Design: The following is a point table for the brands relevant to the BANDHAN program. Each party gets the following points on per kg/ltr purchase of Emami products. BRANDS NAVARATNA OIL NAVARATNA OIL LITE FAIR AND HANDSOME FAST RELIEF BOROPLUS BOROPLUS LOTION SONA CHANDI CHAVANPRASH AMRITPRASH NATURALLY FAIR MALAI KESAR CREAM FAIR AND AGELESS MENTHO PLUS BALM NAVARATNA COOL TALC BOROPLUS PRICKLYHEAL GOLDEN BEAUTY TALC P.S. All the brands are common to all the regions. POINTS 1 1 1 1 1 2 2 2 2 2 2 4 4 4 4
Program Elements: 1. Once during the year relationship building activities will be done for all enrolled parties.
2.
For selected outlets, company would take up Category Domination Shelves. Payout for the window would happen at the end of a period (as defined in T&C).
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The allocation of Category Domination outlets will be at the sole discretion of TSO of Emami.
3.
JOKER CARD: Joker Card will be available to a wholesaler two times in a year on any brand except BOROPLUS. During this period all the members will earn double points on per litre/kg purchase on the points allocated for the brands in the program. The month and the brand will be communicated by the TSO/Distributors at the appropriate time. Joker Cards will be available twice a year.
SUMMARY OF THE WHOLESALE PROGRAM
I.
In order to reward there privileged wholesaler, Emami Ltd runs a program which is known as ‘BANDHAN’. Wholesalers are enrolled into this program under two category i.e. urban (WEP - U) & rural (WEP – R) There is also a Joker Card which would be available to wholesaler two times in a year on any brand except BOROPLUS. During this period all the
II.
III.
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members will earn double points on per litre/kg purchase on the points allocated for the brands in the program.
IV.
As per the company requirements, it selects certain number of wholesale outlets where they hire 6 windows or shelves which are known as category domination shelves. Company pays Rs 900 for these hired windows after the end of every period and the products that are displayed in these windows would be all the units of one range of the product that a window can occupy. For ex—all the available packs of Navaratna hair oil will be placed on a window till that window is completely occupied. As this a point base program, so on certain products a wholesaler gets 1 point, on some gets 2 points, and on some he receive 4 points. The value of one point for a wholesaler is equal to Rs 1.25(approx), hence as many points he can collect can be redeemed against the gift equivalent to the value of point in terms of rupees after the annual period (1st May 2009 to 31st March 2010) ends.
V.
VI.
For Retailers: Like BANDHAN which is the program run by Emami Ltd. for wholesalers similarly there are various programs run by Emami Ltd. for their retailers. We can know about these programs one by one as follows:
MERA STORES: This is one such program which is run by Emami Ltd. every year for their retail outlets where outlets are selected on the sole discretion of company. In this program company wants one display windows from the retailer where the products to be displayed are chosen by the company. The payout for the retailer is as follows: For Window: Rs 350/month Discount (%): 1% on total purchase on achieving his sales target for a period.
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The payout is done via cheque and payout is done once a period ends.
TOP MERA STORES: The outlets chosen in this program are again on the sole discretion of the company where company chooses its key outlets i.e. those shops which have been giving good business on monthly basis to the company. Here company requires two windows to display its products and wants a shopkeeper to give them a place to keep a stand to display Chavanprash which is known as “CHAVANPRASH ZONE”. The payout is as follows: For Window: Rs 450 per window/month For Saffola Zone: Rs 1000/month
Hence an overall payout of Rs 1900 plus the same discount of 1% as described for MERA STORES. This payout is also done via cheque once the period ends.
NOTE: In order to receive a discount of 1% on total purchase after the end of every period the shop has to place an unpaid Multi-Product Dispenser for which there is no payout as it is a compulsion levy by Emami Ltd. on their Mera and Top Mera Stores respectively. The window that is required to display Emami products should be behind the counter.
DHOOM PROGRAM: This program is run by the company to reward the retailers who deals with the business of edible oils. This program is also divided into three different clubs viz.
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PLATINUM GOLD SILVER
Program Design:
i)
1 point per K/g of purchase would be given on Sona chandi Chavanprash. Visibility Points: For Platinum and Gold parties only.
ii)
K/G Club Visibility Type Visibility Points P.M 1000 Platinum Collateral* 200 300 Gold Collateral 100 100 Silver Collateral -P.S. Points are redeemable at the end of the program duration (Duration is from 1st May 2009 to 31st March 2010). * implies that an oil retailer will have to display Chavanprash products in a Chavanprash Stand Program Elements: 1) Joker Card: Joker Card will be available to a retailer twice in a year on any brand except Navaratna Hair Oil. During this period all the members will earn double i.e. 2 points per litre/kg on chosen brand. The month & the brand will be communicated by TSO/DISTRBUTOR 2) Both JOKERS cannot be used in the same period.
NOTE: As this program is divided into three periods (MAY, JUNE & JULY); (AUG, SEPT, OCT & NOV); (DEC, JAN, FEB & MAR). In order
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to retain membership, retailers will have to maintain average sales per month as mention below.
CLUB Platinum Gold Silver
Points per month 1000 300 100
UNNATI: This program is especially run for the chemists those who keep Emami Ltd. Personal Care products like hair oil, Face-cream and Soaps. The company requires one window from the chemist shop wherein the display of products is done for the above mentioned products and the products on the display changes on monthly basis. The payout for the program is as follows: For Window: Rs 400/month Discount (%): Chemist receives an additional discount of 3% as a part of this program if he achieves his sales. The payout is done via cheque after the period ends.
NOTE: The Company requires the growth of 15% to 20% over the previous year sales for that period. The percentage varies as per the capability of the outlet in giving out sales. PENALTY CLAUSE: Every quarter wholesaler who fails to achieve any of the UTSAV Growth slab will lose coins in the following manner:
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PREVIOUS QUARTER CLUB Shahenshah Samrat Sultan Sartaj Yuvraj NIL CLUB
COINS 150 100 75 50 50 50
COST TO SALES ANALYSIS Sr.No 1) 2) 3) 4) 5) 6) Name of the company Emami P&G HUL Marico Dabur Colgate Monthly target Rs 40,000 Rs 44,000 Rs 1,50,000 Rs 20,000 Rs 15,000 Rs 10,000
EMAMI: As this store is enrolled under the TOP MERA program, hence it will enjoy some benefits that is been offered by the company. So, Target: Rs 40,000 (1 % of the target sales) = Rs 400 2Window, 1Cavanprash zone = Rs 1900 Rs 2300/-
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Cost to sales (%) = (cost of program Target sales) * 100 = (2300 = 5.75% Name of the company Emami P&G HUL Marico Dabur Colgate Sales target(Rs) 40,000 44,000 1,50,000 20,000 15,000 8,000 Cost of program(Rs) 2,300 2,060 6,850 500 787.50 920 Cost to sales (%) 5.75% 4.68% 4.57% 2.5% 5.25% 11.5% 40,000) * 100
ADDITIONAL INFORMATION ELEMENTS OF WINDOWS Emami: Mera Program Window: Single piece of every available size of Navaratna Hair Oil is displayed. One window per Mera Store. Top Mera Program Window: One window comprising the same as Mera Store and other window consisting of male grooming products. Two windows per Top Mera Store. Stand: It comprises all the available packs of Cavanprash products. This stand is known as Cavanprash Zone. Unnati: Display window consist of Boroplus, Fast Relief and Emami Fair & Handsome. One window per chemist shop.
REPLACEMENT POLICY
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EMAMI: Emami offers 0.42% leakage discount on the billing rate of Navaratna and Hair & Care 1ltr pouch. There are also some other condition. Such as,
i) All the products are replaced as per the billing rate including the scheme if there was any, when the shop keeper ordered for the product. ii) Company always replaces expire products or genuine case of replacement which excludes the product which is Rat Eaten, Burnt out or if the content of the product is less than 75%.
CHAPTER V
DATA ANALYSIS AND
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INTERPRETATION
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1) From overall order of FMCG, what percentage is of Emami ltd. ? o 10 o 20 o 30 o 40 o 50 o 60
Interpretation
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Most of the outlets orders 30% of Emami Ltd. products out of total FMCG orders,22% order 10,19% orders 40,15% orders 20,7% orders 50 while 5% orders 60 Emami Ltd. products out of total FMCG orders.
2) Are you aware of all products offered by Emami Ltd.? o Yes o No o Not used
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Interpretation Most of the outlets were aware of all the products offered by Emami Ltd. ,32% said they are not aware while 21% said they have not used Emami products.
3) If yes then how did they come to know about it ? o Distributors o Newspapers/magzines o Television o Agents o Other
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Interpretation Most of the outlets i.e. 35% said they come to know about Emami Products through Agents, 29% through Distributors,21% through Television,11% through Newspaper/magazines while 4% said they come to know about Emami Products through other sources.
4) Are the customers satisfied with the products and services of Emami ltd. ? o Satisfied o Mostly satisfied o Neither satisfied/nor unsatisfied o Mostly unsatisfied o Unsatisfied
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Interpretation Most of the outlets i.e. 55% said the customers are mostly satisfied with the products and services of Emami ltd., 25% said they are satisfied,13% said they are neither satisfied nor unsatisfied, 7% said they are mostly unsatisfied with the products and services of Emami ltd.,
5) How do you justify your preference for Emami ltd products over other FMCG products? o Quality services o Replacement o Reach
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o Variety of products o Nothing particular
Interpretation Most of the outlets i.e. 31% said they prefer Emami Ltd. because of its reach,29% because of its quality services, 21% because of varieties in Product line while 19% because of their Replacement Policies.
6) Are you satisfied with the co-operation by the sales person of Emami ltd ? o Satisfied
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o Mostly satisfied o Neither satisfied/nor unsatisfied o Mostly unsatisfied o Unsatisfied
Interpretation Most of the outlets i.e. 40% said that they are mostly satisfied with the cooperation by the sales person of Emami ltd., 31% are highly satisfied,11% said they are neither satisfied nor unsatisfied, 12% are unsatisfied with the co-operation by the sales person of Emami ltd.
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7) Are you satisfied by the promotional tools provided by Emami ltd.? o Satisfied o Mostly satisfied o Neither satisfied/nor unsatisfied o Mostly unsatisfied o Unsatisfied
Interpretation Most of the outlets i.e. 51% said that they satisfied by the promotional tools provided by Emami ltd., 34% are highly satisfied,10% said they are neither satisfied nor unsatisfied, 5% are bit unsatisfied by the promotional tools provided by Emami ltd.
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CHAPTER VI
FINDINGS AND SUGGESTIONS
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Emami Pure skin soap should also be provided in 100 gm as its cost is very high compare to market. Special promotion Packs should also be provided.
? Regular meeting/Parties should be arranged for retailers. Cost can be compensated by not providing display for particular month.
?
The advertisement for Malai Kesar Cream should be started again. As it is been noticed that there was a sudden fall in the sales for these product as the advertisement were stopped.
?
More promotional activities should be done for Sona Chandi Chavanprash.
? Regular check should be done to make sure that the products are supplied at the right place and at the right time.
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CONCLUSION Emami ltd. Is performing very good in the field of trading FMCG products, there existing a good relationship with employees as well as the customers and retailers,the management is taking keen interest for finding their weakness and try their level best to overcome it.
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LIMITATION OF THE PROJECT ? Some of the retailers were hesitant in giving the adequate information. ? The major setback was in terms of data collected for COLGATE as the shopkeepers were not aware of the programs totally and distributor was not ready to give out all the information. ? Unavailability of the right contact - Many a times the right contact persons were not present, in that case follow up was done 2-3 times. ? Few of the retail owners were very reluctant to provide information on Margins, Rates of Displays, Schemes offered by competitors, conditions imposed by competitors on such Schemes & Displays. ? There might have been tendencies among the respondents to amplify or filter their responses under the testing conditions. ? Since the study involves sampling method, Drop – in or ‘Go Through’ error might have crept in. ? Since the results have been drawn on the basis of the information provided by the respondents, chance of response error might have crept. ? Due to the busy schedule of distributors, the frequency of meeting distributors was very low.
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ANNEXURE Sr.No 1 2 4 5 6 7 8 9 10 Terms Retailers FMCG Wholesaler Key outlets Chemist Cosmetics DSR WEP Meaning A merchant who sells goods at retail i.e. to the end user in small quantities. Fast moving consumer goods or the goods of daily use. Someone who buys large quantities of goods and resells to merchants (retailers) rather than to the ultimate customers. It comprises all the big stores and outlets like departmental stores. A retail shop where medicine and other articles are sold. A retail shop where all the personal care products are sold. Distributor Sales Representative or Sales Man Wholesale Emami Program
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REFERENCES WEBSITES
?
www.emami.com
?
www.naukrihub.com
?
http://vijeta.net
CATALOGUES ? Bandhan, Dhoom, Mera, Top Mera
? Kings
? Udaan
? Sales Detailer for Badshah and Star Store DISTRIBUTORS
? Sushil Agencies, Garg Agencies, Jai Chand Agencies for EMAMI
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doc_471847114.doc