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Presentation on
Prepared by
Govinda Agrawal
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TITLE OF THE PROJECT
Detail Study ofDistribution System at
Raipur
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INTRODUCTION
Distribution is a base for FMCG
industry.
Project focuses on the distributionsystem of RAIPUR
Study done with help retailers,
distributor & superstockists.
The study revelad a lot of things
dicussed later.
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OBJECTIVE
1. To study the distribution system.
2. To find out the brand awareness.3. To forecast the sales of the distributor
and track the work of the salesman.
4. To study the marketing mix.
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COMPANYSurya Food & Agro Ltd. Was incorporated in nov
1992.
Started selling biscuits under brand PRIYAGOLD
in oct 1993
Tag Line haq se mango'
Third largest in biscuit industry.
Three plants located at Greater Noida, Luckhnow
and Surat.
Diversified to Fruit Juices & Carbonated drinks.
Coming with choclates toffee & candy.
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PRODUCTSName Variety Available Pack size( in gm)
Pack size( inRs)
ButterBite
Plain 60,100,230 5,10,20
BadamPista 50,100,250(ATC pack) 5,10,25
Nice 50,175 5,15
Cashew 50,100,250(ATC pack) 5,10,25
Classic Cream
Elaichi 83,175 5,10
Choclate 83,175 5,10
Orange 83,175 5,10
Kids Cream
Butter 75,150 5,10
Strawberry 75,150 5,10
Choco-Vanila 75,150 5,10
Marie Lite 75,150,250,350 5,10,15,20
Bourbon Cream 100,200 5,10
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Smiley Cream 83,175 5,10
CNC biscuits 14,30,60,120 1,2,5,10
Snacks zig zag 60,120 5,10
Cheese Cracker 60,120 5,10
Cheez Bit 75g ATC,180 JAR 15,25
ChatpattaJeera Top 250 ATC 25
Cashew
Big Boss 75,150 5,10
Magic Gold 75,160 5,10
Coconut Crunch 16,40,75,150,350 1,2,5,10,20
Don Glucose 39,63,83,200 1,2,4,10
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PRODUCTSu
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METHODOLOGY
First phase: Understanding the
process of the company.Second Phase: Studying the markets
with the help of salesman.
Third Phase: Data collection andanalysis.
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DISTRIBUTION SYSTEM
SNo./ Zone Raipur Bilaspur
1 Raipur Bilaspur
2 Dhamtari Korba
3 Mahasamund Ambikapur
4 Durg Raigarh
5 Kanker Janjgir
6 Bastar Baikunth
7 Dantewada Jashpur
8 Jagdalpur Kawardha
Zonal Division in Chhattisgarh.
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AT RAIPURName of the distributors Beats
Classic Agency 2
K.D Sales 2
Nagwani Agencies 1
Kumud Agencies 1
The study was done with one distributor CLASSIC AGENCY, asother were not functioning well.
Each beat consist of 6 areas , which are covered in 6 working days
of the week (Monday Saturday).
One salesman look after the one beat.
Margins SS- 5%, DIST- 7%, RETAILER-= 12%-25%
5 salesman working with SS on company payroll.
Distributor has its own salesman depending upon the beats
allocated.
Mode of Payment is CASH.
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Super
Stockiest
Super
Stockiest
Super
Stockiest
Factory/Warehouse
DistributorsDistributors Distributors
Retailers Retailers Retailers
CONSUMERS
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DATA ANALYSIS DISTRIBUTION
Questionnaire
DATA (40)
Correlation used to find the elation between
AVG SALES & PAYMENT MODE.
Data was collected for 200 retailers 49 were
rejected as they were outliners.
All kind of retailers were surveyed (panwala
to a wholesaler.)
Retailers were dealing with different type of
consumer segment.
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Note: ALL means what the retailers
keeps with him is available all the
time
If ALL variants are
available sale is more.
ANALYSISu
Variants v/s Avg sales
Limited;
18151
All;
64688All
Limited
Payment mode
Cash,
30277
Credit,
52562
Cash Credit
65% of retailers buymore when option
of credit is given.
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COMPETITORS
36%
47%
11%6%
Britania
Parle
Anmol
Raja
PACK SIZE
45%
39%
13%
3%
Rs 5
Rs 10
Rs 20
Family pack
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SALES FORECASTING
Methodology:
Forecasted the sales of the month MAY
Collected data from distributor of last two months
sales.
Talked to retailers and distributor to understand
the consumption pattern of the consumer in the
month of MAY.
Two methods used
If credit was given
By Increasing the width and depth of products.
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A system for tracking salesman and distributor.
Methodology:
Studied the work of salesman. Talked with distributor and SS what they want.
BEAT PLAN
TRACKING
TRACKING SYSTEM
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MARKETING
Product:
A lot of Varieties but can be increased
Quality is good
(as found in survey)
Taste matters a lot as biscuit is known by
its taste.
Brand Name EG. BUTTERBITE
Packaging and Sizes
Return policy.
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PRICE:
Pricing strategy is good according to the weights.
Offer packs
Works on CASH basis.
SS gives credit period to DIST & DIST to some retailer
PLACE:
Good presence in the country (south and far east). Packaging problem.
Company frequently changes the system.
MARKETINGu
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MARKETINGu
PROMOTION:
Promotion was done when the brand started.
Very less ground promotion.
No posters, banners, calendar, caps etc.
No signboard to DIST. & SS.
KARISHMA KAPOOR brand ambassador.
ADs dont have connectivity.
Sales force are not trained.
No visits from the company.
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COMPETITORS
Industry is dominated by BRITANIA followed by PARLE.
Here I will also compare the PRIYAGOLD on every point.
ANMOL:
Well known brand. Distributor work on a credit basis.
Distributor has to make advance payment to the company.
Delivery is in next working day.
Company personnel visit the distributor.
Company organizes yearly meeting of SS and Dist which ispaid by the company.
Dont distribute posters as much.
Schemes are regular.
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COMPETITORSu
BRITANIA:
Market leader with 108 products.
Distributor work on a credit basis.
Distributor has to make advance payment to the company.
Delivery is in next working day.
Company personnel visit the distributor.
Company organizes yearly meeting of SS and Dist which ispaid by the company.
In case of marketing company is in top position they regularlydistribute poster and banners.
Schemes are regular.
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LIMITATIONS
Work is done with one distributor and SS,as other distributor were not functioningwell.
Surveyed only 200 retailers. Retailers responses may be wrong and
biased.
Mainly worked with salesman.
No mentor at the field. Work was done with the help of the dist &
SS.
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RECOMMENDATIONS
Credit should be given.
Promotion should be increased.
Company dont bother about the retailers, dist. & SS.
Company dont paid for any meetings. Packaging part should be improved.
Company personnel should visit DIST & SS.
Allowances are very less.
Frequently change in the system.
Should promote glucose biscuit.
Presence in organized sector.
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Open for Queries