Professional Documents
Culture Documents
LIST OF TABLES:
1.1 INTRODUCTION:
“Experience is what you need more than knowledge, but with knowledge you
can create experience through your perceptions” by Mahalingam. This research
was a combination of retailers experience and my observations, which equals
experience plus knowledge, thus better solution, is that right? Of course not, as
a reader you can create a better, creative and multiple solutions than me.
Sales was low, what you gonna do? Research and then provide solutions that
satisfies the customer needs (or) advertise and create customer trust. Which is
important? I think customer trust was more important than customer needs in
this competitive world, because our product Malto Vita and Choco Malt was a
quality product, it lacks advertisement and customer trust, which competitors
have.
Creating brand image in the minds of the consumer was more important than
satisfying the needs. Our research ultimately concludes promotion was needed.
“People has to ask about you, or else you cannot able to enter into ours”, this
is the requirement for tying up with the supermarkets. If you don’t have it, you
can’t able to enter into the market. Supermarkets only deals with consumer
known products or else they negotiate higher margin with sales promoters, they
will use our promoter for supermarket works also.
For our product, the minimum margin was 30% with sales promoters in
hypermarkets. Margin was decided based on type of category and consumer
knowledge about the product. Our product was not known in the market and
huge competitions for Malted food industries, therefore more margin
requirement for our products in supermarkets.
Our product present only in key supermarkets with sales promoters in some
supermarkets. The sales was good in some supermarkets and all this because of
sales promoters. The product will not sell without sales promoters, because of
heavy competitions and lack of advertisements. Word of mouth promotion is
very powerful than any other promotions, that is what we are trying to doing for
the past three years in the market, but the strategy won’t bring huge
improvement in visibility.
So, where is the problem? The real problem is consumers don’t trust our
product, because of lack of better strategies than our competitors.
Advertisements is the only way to get people to know about the product and
thus the consumers can start trusting the product.
The other most important thing is that sales persons are not getting enough
credit for their hard work, i.e.) Sales persons lack interest in their work, because
of lack of trust by their superior. Motivation should be there for the sales
persons.
More offers to attract the consumers is what our company is doing right now.
It becomes a problem in the minds of the consumers that whether the product
got quality or not? This has to change by improving the product quality more
and no more frequent offers to attract consumers.
The last thing is that the company is trying to survive in the market, instead
of surviving focus on distributors, retailers, sales persons, sales promoters and
ultimately our customers. This will definitely improve the sales.
From this study the factors taken for research were listed below,
BRAND KARE
MARKETING CONSULTANTS – AN INTERESTING JOURNEY
Brand Kare is built with the experience and the interest of a team of
professionals with substantial experience in different fields of marketing –
distribution, retailing, Market Research, digital marketing et al. Before getting
into strategic consulting, every team member had a hands on experience in the
specific area of marketing while working with leading organisations in FMCG,
Lifestyle, Advertising and IT Services.
The world of marketing has never ceased to excite us. We have been
blissfully playing the role of spectator and participant.
MISSION:
VISION:
We, in Brand Kare, have a cherished goal of striving and becoming a trusted
consulting organisation in the sphere of marketing. Towards this, we as a team,
envision our journey of continued quest for learning and sharing. The core value
of Brand Kare : Learning, Caring and Doing that we enjoy doing. This core
value encompasses integrity and commitment towards all our stakeholders –
associatess, knowledge partners and client organisations.
TEAM:
R.Nagarajan - Partner Consultant
VISION:
PRODUCTS:
We are a food and beverage company with a strong R&D team and facilities
for developing different products and maintaining the nutrition fundamentals.
We have a wide range of products catering to people of all ages. We are
continuously striving for synergy between technology, systems, and human
resources to provide products and services that meet the quality, performance
and price aspirations of customers. We ensure that our products not only
pamper taste buds but are also high in nutritional value. We believe in corporate
values and providing premium quality products for the satisfaction of our
clients.
Of the above mentioned products, this research focuses on Malted Food Drinks.
STANDARD CERTIFICATIONS:
The SKU’s ‘of below mentioned products are of Refill pack - 500gm, Jar –
500gm, 200gm, 750gm.
CHOCO MALT:
CHOCO BLISS:
COFFEE DIVE:
MALTO VITA:
KESARIA BATAAM:
A unique blend of fresh kesar flakes & almonds. Very tasty and healthy.
Seasonal preference: hot or cold.
CHOCOLICK:
Chocolate flavour, endearing young & adult alike. Can be taken in milk or
water-hot or cold depending on season.
SHAHI TREAT:
CLASSIC:
For those who do not favour flavours. The combination of rich aroma of
malt extract enhanced by the creamy milk is irresistible.
MARKETING ACTIVITIES:
COMPETITORS:
Complan
Cadbury's Bournvita
Horlicks
Boost
Milo
1.6 INDUSTRY PROFILE:
Malt powder comes in two forms: diastatic and nondiastatic. Diastatic malt
contains enzymes that break down starch into sugar; this is the form bakers add
to bread dough to help the dough rise and create a certain crust. Nondiastatic
malt has no active enzymes and is used primarily for flavor, mostly in
beverages. It sometimes contains sugar, coloring agents, and other additives.
Industry: Food
"There has been a major shift in food habits in metropolitan cities. About 79
percent of households prefer to have instant food due to steep rise in double
incomes, standard of living and convenience," said an Associated Chamber of
Commerce and Industry of India (Assocham) survey.
It found that 76 percent of parents in big cities, mostly both working and with
children under the age of five, are serving easy-to-make meals at least 10-12
times every month in some form or the other.
Urban areas account for 80 percent of the demand for all packaged food, the
report said.
1.7 Objective of research:
Nature of study:
Nature of Date:
The researcher used both primary and secondary data in this research.
Sources of data:
Primary data:
Primary data were collected from the retailers and distributors who are dealing
with Milkose products in Chennai and Pondicherry using structured
questionnaires.
Secondary data:
Sample Design:
Sample Size:
The sample size of 35 retailers and 5 distributors were taken and another 26
retailers were taken for awareness and willingness towards our brand.
Row Labels Count of Location
Ambathur 2
Avadi 2
Guduvancheri 1
Kazhipattur 1
Keelkattalai 1
Kelambakkam 1
Kovilambakkam 1
Madipakkam 1
Nangainallur 2
Nemilichery 1
Pallavaram 1
Pattabiram 1
Perungudi 4
Pondicherry 3
Pudhur 2
RK Salai, Mylapore 1
Semmencheri 1
Thiruninravur 5
Thuraipakkam 1
T-Nagar 2
Velachery 1
Sampling method:
The researcher collects data through direct interactions with the retailers and
distributors.
Statistical Tools:
Statistical package for the social science (spss) and excel were used to
analyse quantitative data effectively.
Frequency analysis
Weighted average
Bar chart
Pie chart
Chapter 2
10
No. of retailers
8 7
6 5
4 Total
4 3
2 1 1 1
0
0 to 1 1 to 2 2 to 3 0 to 1 1 to 2 2 to 3 1 to 2 2 to 3
0 to 3 4 to 7 Above 10
Total 13 1 1 5 7 1 3 4
Retailers Experience and partnership with our product
Inferences:
Retailers experience in the market was less, thus this may gave us
advantage to enter into the shop, but more loyal customers may not be
possibly gained from those 13 shops.
Above 10 years experienced supermarkets may have loyal customer base
from my point of view, we should target this kind of retailers.
Out of 35 retailers, 21 retailers were partnered with our product for the
past one year, it look like we are striving for the past three years to get
retailer base, not customers.
The above mentioned suggestions were based on investment, sales
promoter and new product constrain.
If our objective was to cover entire Chennai, then targeting newly opened
shops will be useful.
160
140
120
100
80 Sum of Apr-May/18
Sum of Feb-Mar/18
60
Sum of Dec/17-Jan/18
40 Sum of Oct-Nov/17
Sum of Aug-Sep/17
20
Sum of June-July/17
0 Sum of Apr-May/17
Inferences:
Most of products are six month old, even though product validity is
one year, product stock of more than six months was considered as
expired to the consumer. So, try to supply based on demand.
And also product got stoned before the expiration date. The damaged
stocks need to be taken back by the company.
Around 567 stocks are from December and January months, 133
stocks are from October and November months, 28 stocks are from
August and September months, 8 stocks are from June and July
months, 9 stocks from April and May months. This stocks are more
than six months old and that need to be taken back by the company.
400
300
200
100
0
Pasumai Supermarket
Pattabiram Supermarket
Primusmart
Rajam Supermarket
Pooja's Supermarket
Anbu Supermarket
Ponnu Supermarket
RMK Supermarket
Alice supermarket
Saraswathi Supermarket
Mother's World
Pothys Hypermarket
Murugan Stores
Easy and Fresh Supermarket
Golden Supermarket
Homi's Supermarket
RETAILERS
Inferences:
As you can see from the above chart, we are currently trying to push the
product by focusing on certain retailers like Shri Ayyanar Supermarket, Sri
Vijaya Ganapathy Stores and Udayam Supermarkets which holds stocks of
around 478, 140 and 104 units respectively, which accounts for around 50% of
stocks. This clearly shows that we are not following the sales concept properly.
That is we are not properly distributes the product, i.e.) availability of our
product in supermarkets around Chennai was not happening.
Suggestion: Instead of focusing on certain supermarkets and pour the product
in that supermarkets, and trying to sell the product using sales promoters and
liquid sampling is not at all good strategy, because this type of promotions
requires hard work, more patience and above all we can’t able to change the
perceptions of consumers over competitors brand using this strategies.
2
No. of years
1.5
1
Total
0.5
0
1 to 2 0 to 1 1 to 2 2 to 3
0 to 3 4 to 7 Above 10
Distributor Experience and Partnership with our product
Inferences:
There are five distributors to cover the entire Chennai, out of which three
distributors are experienced in this field for more than 10 years, thus
better customer base can be achieved through this distributors.
The product were into the market for more than three years, but only one
distributor partnered with us for the past three years.
The remaining distributor’s partner with our product for the past one to
two years, thus better retailer base was possible through this distributors
in future periods to come.
2.5 Distribution:
140
120
100 96 96
80
64 64 64 64 64
60
40 32 32 32 32 32 32 32 32 32 32 32 32 32 32
20
0
Pallavaram
Avadi
Madipakkam
T-Nagar
Perungudi
Perungudi
Pudhur
Keelkattalai
Kovilambakkam
Namilichery
Kelambakkam
Nangainallur
Pattabiram
Pondicherry
Thuraipakkam
Ambathur
Guduvancheri
Mylapore
Kazhipattur
Semmencheri
Velachery
Thiruninravur
Inferences:
Inferences:
Factors Mean
Product Quality 4.4
Package Quality 4.2
Sales Person Visit 3.4
Sales Person Response 3.6
Sales Person Knowledge 4.4
Timely Delivery 4.8
Ordered Quantity Delivered 4.8
Cartons Quality 4.8
Availability Information 2
Industry/Market Information 2
Feedbacks 1.2
Administration Support 1.8
Telecommunication 1.8
Training 1.2
Scheme 2.4
Promotional Activity 2.4
Inferences:
Retailers were satisfied with the sales persons visit, but distributors
were not satisfied with the sales persons visit.
Sales persons should be motivated and trusted by the company (said
by Sai enterprises).
According to my observations, sales persons are totally dissatisfied
with the work, not because of work pressure, but because of lack of
trust by their sales manager (immediate superior) and pressure from
their sales manager.
I also received complaints regarding their saleps manager.
Conclusion: Sales persons love to do their jobs, but because of lack of
trust, they are losing their motivation towards their jobs.
Inferences:
From the above table, you can see the retailers mostly prefer brand visibility
than margin and sales support and even product quality, because the product
cannot be able to make sales, if its lack visibility.
Then, the retailer’s decisions are not affected by the fact that the product is
Indian product. i.e.) Retailers were ready to deal with our product, if the first
three factors satisfies.
Chapter 3
3.1 Findings:
3.2 Suggestions:
Making peoples aware about the product is the most important for a company
and that can be done using better promotions. Create brand image in the minds
of the consumer’s is the only way to increase sales, better product won’t make
much in the consumers’ minds. Then sales promoters and sales persons should
be treated fairly, in order to achieve target through them. “Investments grows”,
so invest in activities that is necessary.