Final Project Report_abhishek Pathak_ITC

7/27/2019 Final Project Report_abhishek Pathak_ITC

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SIP 2013/ITC Corp. Ltd. /Abhi shek Pathak

A REPORT

ON

To study the sales and distribution chain fromwholesale distributor point to the retailers for

Bingo to analyze sales gap and the expectation ofretailers towards ITC distributors

INITC Corp. Ltd.

BYAbhishek Pathak12BSPHH010033


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A PROJECT REPORT

ON

To study the sales and distribution chain from

wholesale distr ibutor point to the retailers for Bingo to

analyze sales gap and the expectation of retai lers

towards ITC distributor

IN

ITC Corp. Ltd.

BY

Abhishek Pathak (12BSPHH010033)

A Report submitted in partial fulfilment of therequirements of MBA program of IBS, Hyderabad

Distribution list

Mr. Ganesh MauryaArea Executive

ITC CORP. LTD. (Company guide)

Mr. Sameer SeksariaArea Manager

Mr. Satya Prasad

IBS, HYDERABAD (Faculty Guide)

ITC Corp. Ltd., Gurgaon

Date of Submission24 May, 2013


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AUTHORIZATION

This is to certify that the work titled To study the sales and distribution chain

from wholesale distributor point to the retailers for Bingo to analyze the sales gap

and the expectation of retailers towards ITC distributor is a bona fide record of

research work done by Mr. Abhishek Pathak in a partial fulfilment of the

requirement of MBA program at IBS Hyderabad.

The performance was satisfactory during the course of the project.

Yours faithfully

Abhishek Pathak


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ACKNOWLEDGEMENTS

I am extremely grateful to IBS Hyderabad for having prescribed this internship and project

work to me as a part of the academic requirement in the MBA course. The completion of thisproject work has enabled me to gain invaluable knowledge.

I would like to thank Mr. Satyakam Vashisht North Sales head (Food division) Area

Executive Food Division, ITC Corp. Ltd., who gave me a wonderful opportunity to work,

learn and grow in their esteemed organization.

With great pride and extreme gratitude, I wish to thank my illustrious and inspiring faculty

guide Prof. Satya Prasad IBS, Hyderabad, who left no stones unturned in helping me out in

the successful completion of my project work. I am fortunate to get such an encouraging guide

who continuously counselled me and helped me accomplish my goals.

I would like to express my gratitude towards Mr. Ganesh Maurya Area executive and Mr.Sameer Seksaria Area Manager (South Delhi) whose invaluable support and guidance has

helped me to gain knowledge of various aspects of Marketing and has given me an opportunityto sharpen my skill-sets and become an efficient manager.

I would give my sincere thanks to Mrs. Roopa Prabhu ManagerHR, Mrs. S. R. Bindiya

HR manager and Mr. Himanshu Singh sales officer for his immense support and guidance in

understanding various intricac ies of marketing measures adopted by Trane India. Their support

and assistance during the term of the project period was of great value & learning. Their

constant guidance and mentoring helped me a lot in making this project a success.

At this juncture, I wish to appreciate the management and staff of ITC Corp. Ltd. for providing

the entire state of the art infrastructure and resources, to enable me to complete and enrich my

project.


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Table of contents

Heading no. Topic Page

noAuthorization 3

Acknowledgement 4

Executive Summery 7

1.0 INTRODUCTION 8

1.1 Industry analysis 8

1.1.1 Indian Food Processing Industry 8

1.1.2 Ministry of Food Processing Industry 8

1.1.3 Indian snacks industry 10

1.1.4 Constraints & Drivers of growth 11

1.1.5 Swot analysis of Indian Snacks Industry 13

2 Company analysis 14

2.1 Establishment 14

2.2 Growth and diversification 14

2.3 About Bingo brand 16

2.4 ITC- distribution network 17

2.5The economics 18

2.6 Channel Structure 19

3 Objective of the study 20

3.1 Limitation of the study 20

3.2 Proposed methodology 21

3.2.1Detailed methodology 21

4 Project specific analysis. 22

4.1 Market analysis (Phase 1) 21

4.2 Sales Loss calculat ions 23

4.3 Hybrid distribution model 24

4.4 Observations 25

4.5 Questionnaire analysis (Phase 2) 26

4.5.1 Sample design 26

4.5.2 Sample Area details 26

4.5.3 Sampling Method 27

4.5.4 Field work 27

4.5.5 Data collection method 27


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4.5.6 Analysis and interpretation 28

4.5.7 Hypothesis Testing 47

4.5.8 Findings 49

5 Recommendations 51

6 Conclusion 52

7 Learnings from SIP 53

8 Screen shots of various softwares used at ITC Ltd 54

9 References 56

9.1 Internet References (websites) 56

9.2 Internet References (articles) 56

9.3 Books References 56

9.4 Class ified References 57

10 Appendix 58

10.1 Annexure 1 58

10.2 Annexure 2 61


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Executive Summery

Since with its launch in March, 2007, as a brand BINGO has been through lots of stages. Sales

and Distribution as well as branding aspects of marketing for BINGO have been explored and

matured to a large extent. Though the product is considered to be in a matured stage itself,with a market share of 18% in the branded snacks food category, it has been successful to a

vast extent in generating the required Brand recall for the category.

However, the Sales and Distribution for BINGO despite its highly extensive market reach has

been abiding with a legion of issues which threaten its betterment and profitability as a business

category. The project intends to study the Sales and Distribution chain from the Wholesale

Distributor dealer point to the Retailer and indentify the inefficiencies in the processes as well as

this study would also bring into light the expectation and perception of the retailers towards ITC

distributor.

After an initial exploratory survey of Wholesale Distributor (WD) points, across 90 routes and

2000+ retail outlets, it was identified that there is a defiantly a demand - supply mismatch in the

market. More precisely, the retailer did not gain the right variants that he demanded in most of the

specific cases. The stock keeping units (SKU) mix that the retailer required were not

serviced to him by the Distributor Salesperson (DS) in the exact proportion.

Also, the Destroy and Destruct (DND), SKUs whose shelf life expired or had air outs and were

incapable of selling, were 4%+ of sales by revenue for BINGO , which is huge as compared to

other food category products of ITC and also by the competitive industry standards of 2-2.5% as

surveyed on wholesale dealers.

The scope of the project spanned across Delhi city. ITC for BINGO operates in Delhi via 8

WDs and has a reach of more than 5000 retail outlets. a Convenience Delivery Model (CDM)

is a lso used to reach a miniscule part of the territory of about 1%. For the purpose of a Pan-Delhi

reach, to give a most possible accurate picture, the study was done at 2 WD points, having

coverage of 2000+ retail outlets. This gave the study an approximately 40 % to 50% coverage of

Delhi City.


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INTRODUCTION

1.1 Industry Analysis

1.1.1 Indian Food Processing Industry

Food processing industry in India is the growing sector that has gained prominence in the recent

years. Raw materials availability, changing lifestyle and trends, also relaxation and

flexibility in government and company policies have given a considerable force to the

industrys growth. This sector is playing the few that serves as a vital link between the

agriculture and industrial segments of the economy. Building and empowering this network is

of critical importance to improve the value of agricultural produce; ensure remunerative prices

to farmers and at the same time create favourable demand for Indian agricultural products in theinternational market. A purport to the food processing sector implies significant

development of the agriculture sector and ensures value addition to it.

1.1.2 Ministry of Food Processing Industries

The Ministry had been set up in 1998 and the industry segments that come under its purview

are: Fruit & Vegetable processing (including freezing and dehydration)

Grain Processing

Processing of Fish (including canning and freezing)Processing and refrigeration of certain products related to agriculture, dairy products, eggs,

meat and meat products

Beer, including non-alcoholic beer

Alcoholic drinks from non-molasses base

Aerated water and soft drinks

Specialized packaging for food processing industries.

The Ministry of Food Processing Industries, Government of India, has calculated the size of the

Indian food market at US$ 230 bn (Rs 10,600 bn). The processed food market is projected to

be over US$ 170 bn, of which the primarily processed food market accounts for 60%,

while the value-added processed food market is around 40%.

Contribution of FPI sector has increased to Rs. 66,078 crore in 2009-10 from Rs. 47,689 crore

in 2005-06 with CAGR of 8.49%. CAGR for total manufacturing sector during the same

period has been 9.35%. The segments that have driven the growth are the beverages and meat

& meat products and processed fish sectors. In India, the food processing industry has a share

of 1.5% in the total GDP of the country, even though as part of total manufacturing accounts

for9%.


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Indias Share in world trade in respect of processed food is about 1.6%.

Contribution of food processing industry to GDP increased to 9.35 % in 2009-10 from 8.40 % in 2005


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1.1.3 Indian Snacks Industry

Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snacks are described as a

small quantity of food eaten between meals or in place of a meal. Snack food generally

comprises ready-to-eat mixes, chips, namkeen bakery products, and other light processed

foods According to the ministry of food processing, the snacks food industry is worth Rs

100 billion in value and over 4,00,000 tonnes in terms of volume.

Though very large and diverse, the snacks industry is dominated by the unorganized sector.

According to an aped a survey almost 1,000 snack items and 3500 types of savouries are sold

across India. The branded snacks are sold at least 25% higher than the unbranded products.

Savoury snacks have been a part of Indian food addiction and eating tendency, since almost

ages. Though there is no particular time for snacks, normally they are consumed at break fasttime. The variety is almost tasty with specialties from all regions, which have gained

national adobtance.

The industry has been growing their revenue around 10% for the last three years, while the

branded segment is growing the same around 25% per annum to stand at Rs 5,000-Rs 5,500

crores, due to several reasons like snacking at home while enjoying show on TV, Multiplex

culture, pubs and bars (where they are served free). AC Nielsen's retail inspection shows that

the large sales volumes are due to a marked preference for traditional foods, regional bias

towards indigenous snacks and good value-for-money perception. Of course the branded

segment is much smaller at Rs 2,200 crores, which is what makes it so attractive to food

companies that are looking at bigger shares. In the branded snacks market, to get down to

bas ics, Frito Lay commands a sha re of 45%, followed by Haldirams at 27% and ITC at

18%. The rest is divided between a handful of new entrants, and many regional players.

As the Indian economy continues to grow, and production standards improve, many snack food

companies are making important investments into plant equipment and packaging machinery.

Pepsi Foods Ltd., now known as Frito-Lay India Ltd., yields India's largest snack food

manufacturers brands, including Ruffles, Hostess, Cheetos and Uncle Chips. Pringles is also a

baked potato crisp, unlike many other potato based Indian snack foods that are fried. P&G

currently imports the Pringles product and therefore the product has been priced at a premium

and is marketed to a micro-niche.


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1.1.4 Constraints & Drivers of Growth

Emergence of organised food retail, Growing urbanization, increasing disposable income,

changing lifestyle trends and food consumption behaviours are the key factors in driving

the growth for processed foods in India. These are many post-liberalisation trends that have

given an impetus to the sector. Consumption behaviours in India have been undergoing a visible

shift. At the earliest, the market share of cereal products was the highest, followed by milk

products, vegetables, and edible oil and meat products. However, in recent years, the growth

rates for fruits, vegetables, meat and dairy products have been higher than cereals and pulses.

This move in turn infers that there is also a need to diverse the food products base to match the

changing consumption patterns.

This shift in consumption follows the pattern observed in developed countries in the evolution

of the global food demand. There is a shift from carbohydrate staples to animal sources andsugar. Going by this pattern, in future, there will be increasing demand for prepared meals,

snack foods and convenience foods and further on the demand would shift towards functional,

organic and diet foods.

Some of the important key constraints identified by the industry include:

Inefficient supply chain and more involvement of middlemen

taxation

Investments

The total inflow of foreign direct investment in the food processing sector has been around Rs

52.7 billion (US$ 1.2 billion) between 1991 to November 2006. During the last five

years, FDI faced an inflow of over Rs 24 billion of foreign investment. In a single year the

highest investment was in 2001-02 amounting to Rs 10 bn.


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Maharashtra was among the front-runners to receive the highest share of FDI in food

processing during the last five years. The dairy and consumer industries received FDI worth Rs

2.7 billion each as foreign investment. About to 30 per cent of FDI in the food processing

sector comes from European countries such as Germany, Italy ,Netherlands and France.

Cadbury, Godrej-Pilsbury, Nutricia International, Perfetti, Manjini Comaco are some of thesuccessful ventures from EU countries.

Major Food Processing Companies in India

The entry of multinational companies has increased competition in the food processing

industry. At the same time, these companies have been facing tough competition from strong

Indian brands. These levels of competition have increased innovations, facilitating sustained

growth of the sector and also improve global competitiveness. This emerging new growth

phase of the sector is just in its initial stages with the potential for India to emerge as a leading

food supplier to the world.


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1.1.5 SWOT Analysis of Indian Snacks Industry

Strengths

Abundant availability of raw material.

over the country.

.

Opportunities

Rising income levels and changing

consumption patterns.

Favourable demographic profile and

changing lifestyles.

Integration of development in

contemporary technologies such as bio-

technology, electronics, material science etc.

offer major scope for rapid improvement andprogress.

Opening of global markets.

Weaknesses

facilities.

methods as per international standards.

number of intermediaries.

ing capital.

Threats

fresh food.

players.


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Company Analysis

2.1 Establishment

Incorporated on 24 August 1910 as the Imperial Tobacco Company of India Limited, the

company's name was changed to ITC Limited in 1974. Rated among the 'World's Best Big

Companies' by Forbes magazine, ITC ranks third on all major profit parameters among India's

private sector corporations. There are ITC employs over 20,000 people at more than 60 locations

across India. It has a turnover of $3 billion.

2.2 Growth and Diversification

ITC is one of India's foremost private sector companies with a market capitalization of nearly

US $ 18 billion and a turnover of over US $ 4.75 billion. ITC is rated among the World's Best

Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes

magazine, among India's Most Respected Companies by Business World and among India's

Most Valuable Companies by Business Today. ITC also ranks among India's top 10 `Most

Valuable (Company) Brands', in a study conducted by Brand Finance and published by the

Economic Times.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded

Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an

outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards,

Packaging and Agricultural-Exports, it is rapidly gaining market share even in its nascent

businesses of Packaged Foods & Confectionery, Branded Apparel and Stationery.

As one of India's most valuable and respected corporations, ITC is widely perceived to be

dedicatedly nation-oriented. Chairman calls this source of inspiration

"a commitment beyond the market". In his own words: "ITC believes that its aspiration to create

enduring value for the nation provides the motive force to sustain growing shareholder value.ITC exercises this philosophy by not only driving every of its businesses towards

international competitiveness but by also consciously contributing to enhancing and benefitting

the competitiveness of the larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers

of growth anchored on its time-tested core competencies: unmatched distribution reach,

superior brand-building capabilities, effective supply chain management and acknowledged

service skills in hotels business. Over time, the strategic forays into new businesses are

expected to garner a significant share of these emerging high-growth markets in India.


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Major brands segments of ITC are as follows

ITC employs over 21,000 people at more than 60 locations across India. The Company

continuously endeavours to enhance its wealth generating capabilities in a globalizing

environment to consistently reward more than 3, 88,000 shareholders, fulfil the aspirations of

its stakeholders and meet societal expectations.

This over-arching vision of the company is expressively captured in its corporate positioning

statement: "Enduring Value. For the nation. For the Shareholder."


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About Bingo Brand:-

In now a days people are much trendy about their eating habits. Bingo is an established brand in

snacks segment with lots of product variants in the market. At present Bingo has 4 sub-brands inits portfolio, each of which have unique values based on consumer need differentiation.

Bingo! Yumitos - 'Take a Yumitos Break'

Bingo! Yumitos Potato Chips are the best partner for break. Bingo! Yumitos is very tempting andyummy account the full 7 bodied flavours.

Bi ngo! Mad Angles - " Har Angle se Mmmm..."

One of the biggest successes from the Bingo! Portfolio, Bingo! Mad Angles has carved a nichefor itself in the consumers mind and is synonymous with the perfect triangular snack.


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Bi ngo! Tedhe Medhe - " Har Stick mein al ag twist..."Bingo! Tedhe Medhe is the popular spindle shaped format from Bingo! that is a delicious blend

of handpicked spices with an aroma that makes one crave for more.

Bi ngo! Tangles - " Khaoge to Khil aoge..."

Each piece of this innovative crunchy snack is made out of strands loaded with lip smackingmasala or tantalizing tomato or simply salted flavours.

2.4 ITC- Distribution Network

The primary objective of supply chain management is to fulfil customer demands through the

most efficient use of resources. A logistics network, supply chain, or supply network is a

coordinated system of entities, activities, resources and information involved in moving theproduct or service from the supplier to the customer.
http://jelmin.com/index2.php?v4&v0=54&go=moving&url1=http%3A%2F%2Fwww.iitk.ac.in%2Fime%2FMBA_IITK%2Favantgarde%2Fthirdeye_frame.htm&pin=87649http://jelmin.com/index2.php?v4&v0=54&go=moving&url1=http%3A%2F%2Fwww.iitk.ac.in%2Fime%2FMBA_IITK%2Favantgarde%2Fthirdeye_frame.htm&pin=87649


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There are several stages through which the money comes in an out. The distribution

intermediaries make the whole system of supply chain economically viable. Each layer of

intermediaries implies fewer transaction complexities for all the layers, augmenting the

reach. The specialization, experience, and knowledge of local contacts , conditions and scale

through such a network help achieve Operational Efficiency.

Without having to focus upon distribution, the brand managers can focus on their core activity

of sourcing, product development and marketing. The companies could get a cost advantagesince most intermediaries are family owned businesses with low overhead and operational

costs. The brand owners achieve a better return on capital employed as intermediaries hold the

inventories.

2.5 THE ECONOMICS

For an FMCG company, the direct customer is the distributors. The several intermediaries

between the company and the real consumers ( C&FA, Distributors, stockiest, Wholesalers,

Super-stockiest, Sub-stickiest and Retailers ) need compensations for the actual costs incurred,

namely the manpower costs ,inventory holding costs, , creditprovided to the next intermediary,

overheads, transportation costs, and entrepreneurs risks and efforts. The remunerat ion is given

as a combination with gross margin (mark-up) on sales, reimbursements and. commission on

sales.

There are following typical Margins in such Supply Chains are:-

Distributor5%

Retailer7-15%

Factory C&FA Distri butor Retail er Consumer

Super- Sub-

Secondary

(Retailing)

Primary (Shipment) Consumer Purchase

(Off take)
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Wholesaler1-1.5%

Super-stockiest2%

Sub-stockiest5%

A distributors investment consists of inventory, accounts payable and accounts receivables.

He draws his income from commission or gross margin on sales. The expenses include

discount expense, overheads and distribution expense. Typically an FMCG distributor expects

about to 25% Return on investment.

2.6 CHANNEL STRUCTURE

This channel structure helps ITC to bring an enormous and efficient reach to the final consumer.

At every wholesale dealer point mapping of beats have been done so as to get maximum retailers

reach by sales distributor. Every sales distributor , stockist an sales officer continuously examine

the respective beats and take an effective action in order to serve their retailers best.

It could help them to manage a profitable and better relationship with the retailers as well as to

know the satisfaction and expectation level of retailers.

Sometimes merchandising activity also boost up the sales in order to promote the launch of new

products or increasing the brand visibility of product.

Retailers like grocery, bakery, chemist, fancy stores are the prime targets for the wholesale

dealers which are effectively reached by sales distributor weekly in order to book the respectiveorders of retailers as well as to supply the respective demand of Bingo snacks
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3. Objectives of the study

The project aims to achieve the following objectives during its course of study:

1. To formulate processes to evaluate South Delhi sales loss incurred due to demand -

supply mismatch also to find out the [potential reason for the sales loss.

2. To formulate a model and implement it to decrease the sales loss.

4. To formulate a model and implement it to decrease the DND stock percentage.

5. This project intends to find out the retailers satisfaction and expectation towards ITCdistributor competitive sales of different snacks.

6. Identifying new and innovative strategies to increase sales in less profitable markets.

7. Ascertain the opinion about merchandising activity also to measure the behaviour of salesperson during visit.

3.1 imitations of the study

The study though being done at a South Delhi level, takes into account the generalizations and

repeatability of processes to be considered for the models to be implemented to formulate

them scalable at wider levels of geography.

The study has been done on a 40% to 50% coverage area Delhi to eliminate the risks of

unnecessary and avoidable generalizations. Theses analysis focuses on more firsthand data and

information also reduces the error rate in case of data procured from already inefficient sources.

However, one limitation of the project can be the small size of geography covered to infer any

results on a national level. But, even 40% to 50% of a territory is far bigger than a good sample

population. Thus this limitation actually becomes the strength of the project.

Lastly some important limitations of the study are:

1. A short period of just 2 months for implementation of the models. This could be

hugely impacted by seasonal variations and temporary market forces.

2. Issues related to sca lab ility of the models proposed , though being tested at various

points in Delhi, still can be debatable and might undergo changes in case of a

different geography.

3. Moreover, the chaotic dynamics of some geography can make the model susceptible

to faulty inferences and thus a modification has to be proposed in that case.

4. The limitation of external validity holds true as the data collected from the region ofSouth Delhi does not apply to the population of India.


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3. Proposed methodology

3.1 Detailed Methodology

The basic methodology is to formulate the processes and identify the right places toimplement them in order to achieve the objectives and relevant goals. Thereafter, these

results obtained from the observational data combined with a historical data are used to

make the objectives to be fulfilled. The study then would aim to formulate processes to

rectify them.

The study starts with an initial four week of ad hoc market exploration which includes:

1. Visiting all WD points across South Delhi.

2. Covering as many routes as possible with the Distributor Salesperson (DS) on his

sales day.

3. Focused group discussion with Wholesaler Dealers, DS and the retailers across routes.

4. To understand the Sales and Distribution channel from WD to Retailer.

5. To understand the various processes involved in the entire chain.

6. To identify the inefficiencies and inaccuracy in the processes.

7. To formulate processes to identify and quantify the inaccuracy in processes.

8. To implement these processes across South Delhi and find the average sales loss

incurred due to demand supply mismatch as well as conduct a discussion with the retailersand questionnaire survey in order to find the expectation level and perception towards ITC

distributor.

9. To formulate models to eliminate or reduce the inaccuracy.

10. To implement the models across Delhi and record the reductions in inaccuracy.

11. Further refine, improve and confirm on the models by testing them in varied territories.


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4. Project specific analysis

4.1 Market Analysis

No of Retail store covered across 90 roads and observe the visibility of different snacks usingmarket accomplishment report and general information questionnaire.

No. of retail store covered during the visit of different area assigned to me.

No. of retail stores covered420+

No. of routes covered - 90

This graph above denotes the visibility of Bingo in various retail shops that have been visited

in South Delhi. The outcome of this survey shows the leading position of Lays in the market

followed by Bingo. In order to redress this problem, Bingo must improve its merchandising by

giving incentives in lesser visible areas. Also since the smaller profit margin discourages the

smaller retailers to showcase this product, better steps should be taken in this regard so that

Bingo reaches out to the masses.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Bingo Lays Parle's

wafers

Crax Bala ji uncle

chips

not visible

Visibile


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4.2 SALES LOSS CALCULATION

The process was implemented across 90 roads of South Delhi.


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4.3 Hybrid Distribution Model

Order Booking Model at SAKHUJA SONS

Description:

In order booking, unlike ready stock delivery method, we start to cover the whole route by

booking the orders on DAY 1, order booking day (OD) and make the supply on DAY 2, supply

day (SD). Since order booking is fast as the mode of transport is a two wheeler because it is

more convenient in Delhi traffic jam, we have an increased the running efficiency of the

Distributor Salesman (DS) and therefore we can cover two adjacent routes on DAY 1. Likewise,

the supply process on DAY 2 is made again for both the routes. This cycle of one to one

alternate OD and Supply Day is continued for the whole week, making three days for OD andthree days for SD.

Also on the SD, the DS is supposed to carry 40% to 50% top up stock apart from the ordered

stock, Which he supplies through ready to stock method orcash and carrymethod to all those

outlets Which due to some reasons could not be tracked or even to the same outlets in case they

asked for more, while he is going back to the route at end of the day. This gives us opportunity

for bonus sales or helps to compensate for any sales loss potential of that route if it had occurred

during order booking. Thus, hybrid model exploits and give benefits the advantages of both

ready stock and order booking method to achieve optimum results.

Order booking supply

Ready to stock supply

The objectives achieved in order booking method contrary to the ready stock are:

1. Increased Sales as per the actual potential of the route.

2. Reduced possible Sales Loss due to variant not available at WD point, if it had been used to

delivered by ready stock supply.

3. Possibly reduced Sales Loss due to stock out of variants, if it had been given by ready

stock supply.


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4. Increased visibility or presence of the DS on the same route which are covered already. which

Has now been doubled, as there are two visits on the same route per week.

5. Increased efficiency of the DS.6. Increased Bill Cuts.

7. Increased Line Cuts.

8. Improved credit collection.

9. Improved supply chain with a larger coverage and more aggressive distribution.

4.4 Observations

1. Reduced possible Sales Loss due to stock out of variants, if it had been used to deliver byready Stock supply.

NO STOCK OUT

2. Increased visibility or presence of the DS on the same route, which has become

Doubled now, as there are two visits on same route per week.

3. Increased efficiency of the DS.LESS TIME SPENT IN BILLING.LESS TIME SPENT IN SERVICING

4. Increased Bill Cuts.

EARLIER AVG. BILL CUT 17 BILLS/ROUTEBILL CUTS IN ORDER BOOKING 20 BILLS/ROUTE

5. Improved supply chain with a larger coverage and more aggressive distribution.

AVG DAILY OUTLETS COVERED 32/ROUTEAVG DAILY OUTLETS COVERED 38/ROUTE, 3 SERVED TWICE, .

So basically two major observations we can summarize it below.

1. The sales loss calculated was 22.76% South Delhi.

2. The new hybrid model helped to increase the sales, bill cuts, and more credit collection

across south Delhi. This model has already been deployed at one more WD points i.e. AUSHTA

ENTERPRISES.


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4.5 Questionnaire analysis

4.5.1 Sample design

Population for this research is more than 900 retailers

4.5.2 Sample areaSOUTH DELHI

Chirag Delhi

Saket

Hauzkhas

Hauzrani

Khidki Extension

Malviya Nagar

Savitri Nagar

Mangala Bazar road

Itwar Bazar Ekta Chowk

Paryavaran Complex

Ghitorni

Madangiri

Yusuf Sarai

Sekh Sarai

Sultanpur

AS Mandir Road

Greater kailash-I

Greater kailashII

Jawahar Park

CR park & Alaknanda

Daxin Puri

Tughlakbad Road

Neb Sarai

Lado Sarai

Kalka ji


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Secondary data: -

Information is collected through company websites, various Bingo advertisement and

marketing websites.

From various text books.

Journals and magazines.

4.5.6 ANALYSIS AND INTERPRETATION:-

Q1. Type of store:-

Table No.-1

Type of store No. of retailers Percentage (%)Grocery store 52 72%

Medical store 6 8%

Stationary store 4 6%

Others 10 14%

Total 72 100

Graph No.-1

72%

8%

6% 14%

No. of retailers

Grocery store

Medical store

Stationary store

Others


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Interpretations: -

The above graph shows that out of 72 Retail outlets visited 72% are Grocery stores, 8%

Stationary stores and 6% Medical and 10 % other stores like bakery shops, Fruits

&juice corner and dairy shops and also consist of super market run by the co-operativesociety.

From the above pie chart it can conclude that major portion of the type of retail store is

Grocery stores.

From the porters five model

Micheal Porters 5 force analysis

Porters 5 Forces Model

Buyer Power: The buying power is quite high as they have multiple brands across different

price points, hence giving them a wide variety to choose fro

Since the snacks industry products has never been costly to purchase so customers can switch

the brands at any time.

Supplier Power: The supplier power is high because of the availability of large distribution

network of suppliers in the market.

Competitive Rivalry: Presence of large number of players in the market leads to high rivalry.


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Threat of new entrant: For any new company, it is easy to entry but difficult to build and

establish a new brand. However cheaper brands from local market and entry of other global

brands is a concern.

Availability of substitutes : The threat of substitutes in snacks industry market is high. Most ofthe competitors have very close substitute to snacks industry and even the products are

comparatively same in price and tatste.

Q2. Which brands do you keep?

Table No-2

Brand No. of stores Percentage (%)

Lays 72 100 %

Bingo 69 95.8%

Bala ji 8 11.1%

Parles wafers 15 20.8%

Yellow diamond crax 33 45.8%

Uncle chips 46 63.8%

Others 58 80.5%

Graph No-2

7269

8

15

33

46

58

100% 95.80% 11.10% 20.80% 45.80% 63.80% 80.50%

0

10

20

30

40

50

60

70

80

Lays Bingo Bala ji Parles

wafers

Yellow

diamond crax

Uncle

chips

Others

No. of stores Percentage (%)


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Interpretation: -

The above graph shows the brand visibility of different snacks at retailers shop. Almost

every retailer is likely to sell the lays snacks that interprets that lays is still the market

leader and bingo is challenger with little less visibility in compare to lays snacks.

Apart from that there are many local as well outside brands have taken the retailers

second choice of stocking after bingo like haldiram nankeens, Pringles etc.

Q3. Which brands do you sell the most?

Table No- 3

Brands No of stores Percentage (%)

Lays 51 70.83 %

Bingo 19 26.38%

Bala ji 0 0

Parles wafers 0 0

Yellow diamond crax 2 2.77%

Uncle chips 0 0

Graph No-3

Lays Bingo Bala jiParles

wafers

Yellow

diamond craxUncle chips

Percentage (%) 70.83% 26.38% 0 0 2.77% 0

No of stores 51 19 0 0 2 0

0

10

20

30

40

50

60

Noof

stores

sales assesment


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Interpretation: -

The above graph states that lays is still the customers first preference in snacks so as to

retailers also. There is a big gap between the customers preference between lays and

bingo.

On assessment of above graph we can say that Lays is a well established brand while

bingo is still struggling with the retailers choice of preference, but continuously

expanding the distribution network would be helping to increase the market share of

bingo in snacks industry.

Q 4.How would you rate the merchandising activity of your ITC distributor?

Table No.4

Merchandising Activity No. of retailers Percentage (%)

Excellent 4 5%

Good 35 50%

Fair 29 41%

Poor 4 5%

Very poor 0 0%

Graph No- 4

0

5

10

15

20

25

30

35

Excellent Good Fair Poor Very poor

No. of retailers 4 35 29 4 0

Percentage (%) 5% 49% 41% 5% 0%

Noofsto

res

Merchandising activity


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Interpretation: -

Most of the retailers have shown the positive responds toward the merchandising

activity of Bingo distributor.

40 % retailers have given the neutral response towards the merchandising activity.

These retailers could produce major sales and increase the brand visibility of Bingo if

the merchandising would be improved in effective manner.

Only 5 % of retailers are unsatisfied which can be effectively improved by taking care

of their wants and demands in order to boost up the overall sale.

Q 5:- How frequently do you place the order?

Particulars No. of retailers Percentage (%)

Daily 0 0weekly 54 75%

Once in a two week 14 19.4%

Any others 4 5.6%

TOTAL 72 100

Graph No-5

Interpretation:-

Above graph shows that more than 70% of retailers place their order weekly, 20% of

retailers order once in a week that represents that they could be overstock or not

potential retailers and about to 6% of retailers place order on their choice of stock i.e. .

On ready stock not on booking basis.

01020

304050

60

Daily weekly Once in a two

week

Any others

No. of retailers 0 54 14 4

Percentage (%) 0 75% 19.40% 5.60%

AxisTitle

Particulars


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Q 6:- What is the contribution of ITC products to your total sales?

Table No-6

Particulars No. of. retailers Percentage (%)

Less than 5% 12 16.67%

Between 5-10% 32 44.44%

Between 10-20% 23 31.94%

More than 20% 5 6.94%

TOTAL 72 100

Graph :- 6

Interpretation:-

Among 72 retailers, 17% retailers said ITC products contribution to total sales is less

than 5%.

44% stated between 5-10%, 32% sa id its between 10-20% and for 7% retailers it is

more than 20%.

Graph indicates that contribution of ITC products to more than 80% of retailers total

Sales is between 5-20 %. This is the major contribution towards the market share of

ITC brand.

17%

44%

32%

7%Contribution in sales

Less than 5%

Between 5-10%

Between 10-20%

More than 20%


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Q 7. Choice of stocking depends on?

Table No -7


Demand 51 70.8%

Margin 10 14.2%

Shelf space 6 8.3%

Schemes and offers 5 8.7%

Advertisement 0 0

TOTAL 72 100

Graph No. :-7

Interpretation: -

Out of 72 retail outlets more than 70% retailers stocking decision depends upon

consumer demand. 15%retailers stated margin, for 8% retailers shelf space is important

because some retailers like stationary and bakery shops have much shelf space in order

to display the snacks.

9% said schemes and offers factor is crucial and advertisement doesnt play any

effective role while making the stocking decision.

The above graph demonstrated that consumer demand is the first preference in making

stocking decision but it also concludes that retailers margin and schemes and offers

given by company as well as distributor for retailers and consumers also matters a lot.

020406080

100

Demand Margin Shelf

space

Schemes

and

offers

Advertise

ment

TOTAL

No. of retailers 51 10 6 5 0 64

Percentage (%) 70.80% 14.20% 8.30% 8.70% 0 100

No.

ofretailers

Choice of stocking


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Q 8. What kind of information is collected for inquiries?

Table no -8

Particulars No. of. Retailers Percentage (%)

Existing Products 15 20.8%Pricing 42 58.3%

Potential new products 12 16.7%Validity dates 1 1.2%

Delivery schedule 0 0TOTAL 60 100

Graph:- 8

Interpretation: -

As the above graph states that almost 60 % retailers are conscious about price of

snacks. Sometimes they collect the snacks from their local wholesalers comparatively at

low prices which could be cause low profit generation.

20 % retailers said they have been querying for different existing products of ITC like

flour, confectionery, candy, cigarettes, Biscuits and personal care. 16 % retailers asked about potentially new products or any new launch of products in

food and personal care segment like Yumitos is the new launched chips in the snack

segment and Superia is the new soap in personal care segment. Only 1 % of retailers

said validity dates are important to them.

Q 9:- During The visit was the sales representative?

Particulars No. of Retailers Percentage (%)

Courteous 61 84.7

Aggressive 11 15.3Rude 0 0

01020304050

Existing

Products

Pricing Potential

new

products

Validity

dates

Delivery

schedule

No. of. Retailers 15 42 12 1 0

Percentage (%) 20.80% 58.30% 16.70% 1.20% 0

No.

of

retailers

Particulars


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Offhand 0 0

TOTAL 72 100

Graph No-9

Interpretation:-

85% of retailers stated during the visit sales person is courteous and 15% said they are

aggressive.

There is no any negative result found. Almost each retailers are well satisfied with the

presentation and behavior of sales representative during visit.

Q 10:- How would you rate the sales representative explanatio n?


Excellent 11 15.2%

Good 49 68%

Satisfactory 10 13.8%

Poor 2 3%

TOTAL 72 100

0

20

40

60

80

100

Courteous Aggressive Rude OffhandNo. of Retailers 61 11 0 0

Percentage (%) 84.7 15.3 0 0

Noofretailers

sales represenatative behaviours


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Graph No. -10

Interpretation:-

15% of retailers stated sales representative explanation as excellent, 68 % rated good,

for 14% retailers representative explanation during visit is satisfactory and 3% rated itas poor.

Above graph indicates that 98% of retailers are satisfied with the sales representative

explanation during salesman visit.

Q 11:- Were you given the chance to put your point of views during the visit?

Table No: - 11


Yes 41 57%No 31 43%

TOTAL 72 100

Excellent

15%

Good

68%

Satisfactory

14%

Poor

3%

No. of. Retailers


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Graph No. 11

Interpretation:-

Above graph indicates that 43% of retailers are not satisfied with sales representative in

respect to collecting feedback and giving opportunity to put their point of view during

visit. This could generate information lake about the market.

57% of retailers viewed they have given enough opportunity to put their point of view

during visit.

Q 12:- How do you rate the delivery process of your ITC distributor?

Table No- 12


Prompt delivery 54 75

Just in Time 17 24

Not in time 1 1

TOTAL 72 100

Graph No12

0

20

40

60

No.of.Retailers Percentage (%)

Yes 41 57%

No 31 43%

N0.

ofretailers

Responses

0

20

40

60

80

Prompt delivery Just in Time Not in time

No. of. Retailers 54 17 1

Percentage (%) 75 23.5 1.5

N00fretailers

Particulars


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Interpretation:-

Among 72 retailers 75% of retailers rated delivery is on the time and prompt.

23% of retailers rated it as ok and 2% of retailers are not satisfied with the delivery

process.

Q 13. Are you satisfied with the schemes and discounts offered by the distributor?

Table No. 13


Highly satisfied 3 5%

Satisfied 39 54 %

Neutral 22 30%

Dissatisfied 8 11%Highly dissatisfied 0 0

TOTAL 72 100

Graph No. 13

Interpretation:-

The Above illustration depicts that out of 72 retailers less than 60% retailers are

satisfied with the schemes and discounts offered by the distributor. 30 % of the retailers

remains neutral in rating their satisfaction , about to 11% retailers are dissatisfied

towards their distributor.

It can be seen from the above that the satisfaction level is not very high in respect to

schemes and discounts offered by the distributor. Since schemes and discounts play an

0

10

20

30

40

Highly

satisfied

Satisfied Neutral Dissatisfied Highly

dissatisfied

Percentage (%) 5% 54% 30% 11% 0

No. of Retailers 3 39 22 8 0

AxisTitle

Chart Title


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effective role in marketing as well as to boost up the sale so it should be properly taking

care of.

Q 14. What other benefits do you get from your other brands distributors?

Table No. 14


Quality 52 72

Schemes and discounts 11 15

Credit order policy 0 0

Merchandising Activity 9 13

TOTAL 72 100

Graph No: - 14

Interpretation:-During the visit 72% retailers are intend to take the product of high quality

from other brands distributor

15 % retailers tend to buy product with schemes and discounts offered by the different brands.

13 % retailers who are vijeta stores mostly showed that they have been provided with better

merchandising from the different brands like they have been given banners , holders ,display

racks.

Q 16. How do you rate your ITC bingo Distributor?

Order processing time

Ratings No. of Retailers Percentage (%)

Very good 14 19

0

10

20

30

40

50

60

70

80

Quality Schemes and

discounts

Credit order

policy

Merchandising

Activity

No. of Retailers 52 11 0 9

Percentage (%) 72 15 0 13

A

xisTitle

Particulars


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Good 50 70

Neutral 7 10

Bad 1 1

Worst 0 0

TOTAL 72 100

Graph No- 16

Interpretation:-

69% of retailers rated order processing time taken by the distributor is good (short) and

20% of the retailers are highly satisfied.

10% said order processing time taken by distributor is neutral means they found no

different advantage over other brands and 1% of the retailers are highly dissatisfied.

From the graph it can conclude that 10% of retailers are unsatisfied with the order

processing factor of distributor.

Billing Promotional Activities

Table No: - 17

Ratings No. of. Retailers Percentage (%)

Very good 0 0%

Good 7 9%

Neutral 64 90%

Bad 1 1%

Worst 0 0%

TOTAL 72 100

Very good

20%

Good

69%

Neutral

10%

Bad

1%Worst

0%

No. of Retailers


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Graph No:-17

Interpretation: - There is very less billing promotional activity performed by ITC distributor

in order to promote sales of snacks. 90 % retailers has shown neutral response toward this.

Likewise in other brands like lays and pringles, retailers are given some promotional bill

discount on completing some specific target which motivates them to sell their brands utmost.

Safe Delivery

Table No: - 18

Ratings No. of. Retailers Percentage (%)

Very good 12 17%

Good 43 60%

Neutral 16 22%

Bad 1 1%

Worst 0 0%

TOTAL 72 100

Graph No: - 17

0%10%

89%

1% 0%No. of. Retailers

Very good

Good

Neutral

Bad

Worst

0

10

20

30

40

50

Very good Good Neutral Bad Worst

Percentage (%) 17% 60% 22% 1% 0%No. of. Retailers 12 43 16 1 0


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Interpretation:-

17% and 60% of retailers rated safe delivery factor is very good and good respectively.

Out of 72 retailers 22% showed very neutral response in safe delivery factor

Overall there is a higher satisfaction towards safe delivery.

Sales Persons Presentation

Table No: - 18

Ratings No.of. retailers Percentage (%)

Very good 5 7%

Good 53 74%

Neutral 14 19%

Bad 0 0 %Worst 0 0%

TOTAL 72 100

Graph No- 18

Interpretation:-

Above graph indicates 74% of the retailers are said sales person presentation is good.

7% of retailers rated it as very good.only19% of retailers are not satisfied with sales

person presentation during visit.

Very good Good Neutral Bad Worst

Percentage (%) 7% 74% 19% 0% 0%

No.of.Retailers 5 53 14 0 0

0

10

20

30

4050

60

AxisTitle

Ratings


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Replacement responsibility

Table No: - 19

Rating No. of retailers Percentage (%)

Very good 5 7%Good 50 69%

Neutral 17 24%

Bad 0 0%

worst 0 0%

TOTAL 72 100

Graph No19

Interpretation: -

This is very important factor in sale and distribution. Retailers should be showing loyal

and faithful response towards distributor so that their damage and destroyed products

should be replaced before the time,

The above pie chart shows more than 75% retailers are satisfied with the replacement

responsibility of the Bingo distributor that is good enough in comparison to other

brands.

Availability of ordered stock

Table no:-20

Ratings No of Retailers Percentage (%)

Very good 11 16%

Good 38 53%

Neutral 22 30%

Bad 1 1%

Worst 0 0

TOTAL 72 100

Very good

7%

Good

69%

Neutral24%

Bad

0%

worst

0% No. of retailers


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Graph No:-20

Interpretation: - 53 % retailers stated that they are satisfied with the availability of ordered

stock. 16 % rated it excellent while 33% showed very neutral response towards it and 11 % are

not satisfied

0

20

40

Very

goodGood

NeutralBad

Worst

1138

22

10

16%

53%

30%

1%0

No of Retailers Percentage (%)


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4.5.7 Hypothesis Testings

For the intension of analyzing the gathered information few marketing hypotheses were the

major issues in a successful conclusion of the research.

1. Issue: Contribution of ITCproducts to the total sales of retailers.

H0: Contribution of ITC products to the total sales of more than 50% retailers is below 10%.

H1: Contribution of ITC products to the total sales of more than 50% retailers is more than

10%

Using Z testcan prove this

Computation o fZ value

Z= P-P/ sigma P

P=0.50 q = (1-P) =0.50

N=72 (N-1) =71

Where P= X/N = Respondents favoring Ho

Total sample size

P=44/72=0.61

Sigma P= P (1-P)/ (N-1) = 0.059

Z= (0.61-0.5)/.059Z = 1.86

k0.05=1.64 (table value of Z)

Conclusion;

Since the calculated Z value (1.86) is more than the critical value (k=1.64). So we can reject

null hypothesis (Ho).

ResultContribution of ITC products to the total sales of more than 50% retailers is more than

10%

2. I ssue: Availability of ordered stock

H0: More than 70% of retailers are satisfied with the availability of ordered stock.

H1: Less than 70% of retailers are satisfied with the availability of ordered stock


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Using Z testcan prove this

Computation o fZ value

Z= P-P/ sigma P

P=0.70 (1-P) =0.30

N=72 (N-1) = 71

Where P= X/N = Respondents favoring Ho

Total sample size

P=39/72=0.54

Sigma P= P (1-P)/ (N-1) = 0.054

Z= (.54-0.70) /0.00406

Z = - 2.96

K=1.64 (referring table value of Z)

Conclusion;

Since critical value (K=1.64) is less than calculated Z value (- 2.96) so null hypothesis is

rejected.

Result

Less than 70% of retailers are satisfied with the availability of ordered stock.

4.5. 8 FINDINGS: -

Research has been done to achieve the objective that is Retailers Satisfaction level and

Expectations towards ITC distributor to identify the level of satisfact ion of retailers at South

Delhi. Whole study only depends upon South Delhi retailers.

According to the analysis and the interpretation of the data given in the previous chapter

relevant findings and suggestions are recorded which are as follows.

In South Delhi most of the retail stores are grocery stores. Only few percentage of

stationary and medical stores sell ITC products to the ultimate consumer.


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Most of the outlets are satisfied with the merchandising activity.

It has been found that most of the retailers place the order every week and once in 15

days .It shows that many of the retailers frequently place the order i.e. means the

product are market viable. Among 72 retailers more than 50% retailers said contribution of ITC products to

their total sales lies between the range 5-20%.Only few retailers sales exceed 20%.

There is no doubt that customer demand is first choice while making stocking decision

and it is justified by study , more than 75% of retailers first choice is customer demand

in making stocking decision. But still near about 25% of retailers stocking decision

influenced by schemes and offers, margin and shelf space.

Its totally a positive feedback towards the sales representative behavior during the

visit. 85% of retailers rated during the visit sales representative is courteous and 15% of

retailers rated they are aggressive.

High percentage of retailers is satisfied with the sales representative explanation

during visit.

in collection of feedback and list out the queries of retailers Many of the retailers are

not satisfied with the sales representative

When retailers were asked, how you rate delivery process of distributor, all the

retailers surveyed were respond they are satisfied with the timely supply of products

from their ITC Distributor.

Very less percentage of retailers are satisfied with the schemes and discounts offered

by the d istributor.

When retailers were asked how you rate ITC distributor in terms oforder processing

time taken, among 72 retailers 14 replied very good and 50 as good.7 and 1 retailer

replied not good and bad respective ly.

Most of the retailers are not satisfied with the billing promotional activity of ITC

distributor, there is no discounts given on high billing of products even though there is

no case specific or target based discounts given to retailers.

70% retailers rated safe delivery factor as good. Retailers are satisfied with safe

delivery factor

Among 72 retailers 90% retailers are happy with the sales person presentation.


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Only few retailers are satisfied with the availability of ordered stock. Most of the

retailers stated that they were not supplied the demanded product in most of the cases

that is demand supply mismatch .so it is rated as not good.

Most of the retailers are expecting schemes and offers for retailers and they aredissatisfied with theirmargin. For a great margin they sometimes purchase the product

from the local wholesalers which might cause to generate sales loss.


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RECOMMENDATIONS: -

Suggestions to ITC Distributor through this report

Based on the analysis and findings of the study I would like to suggest few points.

Retailers viewed that display of the products has influenced their sale and many people

in some areas recognize the product not by its name but by its external appearance. As

it is suggested that merchandising activity should be extended to all General retailers.

Modernization and standardization ofretailers network must be carried out in order to

exchange ideas on successful selling strategies and identifying areas of improvements

Sales through Services and a Retailer Development Program must be carried out.

It is likely to advise to the sales representative, to give an opportunity to retailers to put

their point of view during visit.

Still few of the retailers choice of stocking depend upon the factors like margin,

schemes, discounts and offers. It attracts bulk orders to distributor. Distributor must be

taking care of satisfaction of retailers in respect to above given factors.

Distributor should maintain stock of all ITC products.

General discount and incentive of company should be passed on to the retailer by the

distributors and distributor should periodically review the performance of their retailer.


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CONCLUSION

To conclude, it is very much limited time to clearly understand the retailer satisfaction. Apart

from this we need to consider on each retailers view carefully in regular time intervals

(periodically) so to the best possible is presented here. Still there is much scope for developing

on this subject, as excellence is never limited.

Thus in brief, we can conclude that managing and measuring retailer satisfaction can bring

about positive benefits to company, distributor, and sales people as well as customers. Retailer

satisfaction boosts more sales and loyal customer to distributor and in turn helps to produce

more satisfied ultimate customers to the company.

Thus the retailers satisfaction signifies the stretches from introducing good margin, more and

more promotional activities and better services from distributor.


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Learnings from SIP

The summer internship period at ITC has laid my foundation stone for my further years in the

marketing industry. The twelve week extensive experience of Sales and Distribution along with

other aspects of marketing has bridged the gap between my theoretical knowledge and its

applications in the real world.

As a management student, apart from the experience and learning in marketing, I have been

capable to understand the ethical corporate functioning and the responsibility of an

organization towards the society.

During my short stint, I have also been able to come in touch with legendry marketers at ITC,

who have had an memorable impression on my personality.

My major learnings have been regarding:

1. The organizational setup and functioning of corporate.

2. The dynamics of market and the response of companies to it.

3. The role and responsibility of an employee towards the company and the society.

4. The need for ethical business.

5. The need for a sustainable business model.

6. The need for company to be resilient against change and chaos.

7. The basics & intricacies of businesses, apart from their core value and functions.


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Screen shots of various softwares used at ITC Ltd

FORUM main page


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FORUMExchange document to sales

FORUMAutoreport


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References

9.1 Internet References (websites)

1. ITC PORTAL WEBSITE www.itcportal.com

2. ITC E-CHOUPAL WEBSITE www.echoupal.com4. FRITO LAYS WEBSITEwww.pepsico.com

5. FRITO LAYS BLOG http//:www.fritolayindia.blogspot.com

6. BINGO WEBSITE www.bingeonbingo.com

9.2 Internet References (articles)

1. ITC LAUNCHES BINGO

www.itcportal.com/newsroom/press_releases_14mar07.htm

2. BINGO - ITC HAS FINALLY GOT IT !!

www.rediff.com/money/2007/may/01bspec.htm

3. FRITO LOSES MARKET SHARE TO BINGO

www.moneycontrol.com/india/news/business/frito-lay-loses-snack-mkt-share-to-

itcs-bingo/20/35/300325

Books References

1. Strategic Brand Management , Kevin Lane Keller , Pearson.

2. Sales and Distribution Management , Havaldar and Cavale , Mc Graw Hill.

3. Consumer Behavior , Schiffman and Kanuk , Pearson.

4. Marketing Research , Nargundkar , Mc Graw Hill.

9.4 Classified References

1. ITC Intranet

2. Forum ERP Implementation Tool at WD points.

3. SIFY

4. SAP Implementation Tool at Area Sales Manager Kiosks

5. WD record books (manual entry) and electronic media

6. Retailer Bill books and cash files
http://www.itcportal.com/http://www.echoupal.com/http://www.pepsico.com/http://www.pepsico.com/http://www.fritolayindia.blogspot.com/http://www.bingeonbingo.com/http://www.itcportal.com/newsroom/press_releases_14mar07.htmhttp://www.rediff.com/money/2007/may/01bspec.htmhttp://www.moneycontrol.com/india/news/business/frito-lay-loses-snack-mkt-share-to-/http://www.moneycontrol.com/india/news/business/frito-lay-loses-snack-mkt-share-to-/http://www.rediff.com/money/2007/may/01bspec.htmhttp://www.itcportal.com/newsroom/press_releases_14mar07.htmhttp://www.bingeonbingo.com/http://www.fritolayindia.blogspot.com/http://www.pepsico.com/http://www.echoupal.com/http://www.itcportal.com/


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Appendix

10.1 Annexure 1

General information retailers questionnaire Survey

This survey is being conducted in order to find out the Retailers

Satisfaction and Expectation towards ITC distributor also to find out

the competitive sell of different snacks.

1) Your Name

2) Age

3) Area of visit

4) What type of store?

Grocery store Medical Store

Stationary

Others

5) Which brands do you keep?

Lays

Bingo

Bala Ji

Parles wafers

Yellow diamond crax

Uncle chips

Others

6) Which brand do you sell the most?

Lays

Bingo

Bala Ji

Parles wafers


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Yellow diamond crax

Uncle chips

Others

7) How would you rate the merchandising activity of ITC distributor?

Excellent

Good

Fair

Bad

8) How frequently do you place the order?

Daily

Weekly

Once in a 2 weeks Monthly

9) What is the contribution of ITC product to your total sales?

Less than 5%

5%-10 %

10%-20%

More than 20%

10) Choice of stocking depends on?

Demand

Margin

Shelf space

Schemes

Advertisements

11) What kind of information is collected for enquiries

Existing products

Pricing

Potential new products

Validity dates

Qty

Delivery schedule

12) During the visit was the sales representative?

Aggressive

Courteous

Rude Off hand


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13) How would you rate the sales representative explanation?

Very good

Good

Satisfactory

Poor

14) Were you given the chance to put your point of view during the visit?

Yes No

15) How do you rate the delivery process of ITC distributor?

Prompt deliver

Just in time Not in time

16) Are you satisfied with the schemes and discounts offered by the

distributors?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly dissatisfied17) What other benefits do you get from other brands?

Quality

Schemes and discounts

Credit order policy

Merchandising activity

18) How do you rate the ITC distributor?

Very good Good Neutral Bad poor

Order timeProcessingBillingpromotionalactivitiesSafe deliverySale PersonspresentationReplacement

responsibilityAvailability of


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ordered stock

19) Do you expect any additional services from your distributor? If yes, Statethe additional services.

20) Any suggestions

10.2 AnnexureII

Schemes offered by ITC distributor to retailers on Bingo snacks.


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Documents

Final Project Report_abhishek Pathak_ITC