A Project Report

on

“To Study the factors influencing the retailer‟s perception for a

detergent powder to be sold in their retail outlet.”

for

Harsh Clean Dhan (P) Limited

Submitted by Saksham Rawat

Roll No: MKT 023

Submitted to Prof. Atul Fegade

Savitribai Phule Pune University

In the Partial Fulfillment of the requirements for the award of

Masters in BusinessAdministration (MBA)

Through

Progressive Education Society‟s

Modern Institute of Business Management

1186 Shivajinagar, Pune 411 005

Batch 2015-2017

Declaration

I Saksham Rawat , of MBA (Marketing), hereby declare that project work titled „To

Study the factors the influencing the retailer‟s perception for a detergent powder to be

sold in their retail outlet ‟ , which has been submitted to University of Pune, is an original

work of the undersigned and has not been reproduced from any other source.

Date : Signature

Place : Roll No:

Acknowledgement

I would like to express profound gratitude to my project guide, Mr.Atul Fegade for his

invaluable support, supervision and useful suggestions throughout this project work. His

continuous guidance enabled me to complete my work successfully.

I am also highly thankful to Mr. Ankit Kesarvani (Sales officer, Harsh Clean Dhan (P)

Ltd.) and Mr.Bharat Dangi (Territory Sales In charge) for their valuable suggestions

throughout this project. I would also like to thank the fellow interns of different colleges who

worked with me during the internship and gave valuable input to me.

I would also like to extend my gratitude to our honourable Director Dr.Vijayalakshmi

Shrinivas & Coordinator Prof. Nivedita Ekbote for their support and guidance during the

course of my project.

It has been an enriching experience working with „Harsh Clean Dhan (P) Ltd‟. This

internship provided that chance to realize theory with real life and on field experiences.

Content

Executive Summary……………………………………………………………………….......1

Introduction ………………………………………………………………………………......3

Outline of the research problem………………………………………….…………………....5

Scope of the study…………………………………………………………………………….6

Company Profile……………………………………………...……………………………….7

‘WOOSH’ detergent and its Positioning…………………………………….………….........10

Research Methodology………………………………………………………...……………..11

Data interpretation and Analysis……………………………………………………………..14

Findings of the project……………………………………….……………………………….23

Learning from the project…………………………………………………………………….26

Contribution to the host organization…………………………………….…………………..27

Conclusion……………………………………………………………………………………28

Suggestion……………………………………………………………………………………30

Bibliography………………………………………………………………………………….31

Appendix……………………………………………………………………………………..35

List of tables, charts and figures

Table 1: Showing number retailers in each of respective localities…………………….…....14

Figure1: Pie chart showing the percentage share of retailers in each locality…………….....14

Table 2: Showing responses of retailers that whether they consider locality or not………...15

Figure 2: Pie chart showing retailers responses in percentage share………………………...15

Table 3: Locality wise responses of retailers………………………………………………...16

Figure 3: Bar graph showing locality wise retailers responses………………………………16

Table 4: Showing the responses of retailers with respect to margin…………………………17

Figure 4: Pie chart represents the percentage of retailers who keep some detergent brands

only for the sake of margin……………………………..……………………………….........17

Table 5: Shows the responses of retailers from rural, urban and semi urban areas

about their preference for margin ……………………………………………………………18

Figure 5: Chart showing retailers responses of different types of area………………………18

Table 6: Showing minimum quality standard kept by retailers on a five point scale………..19

Figure 6: Representing different minimum quality standard by retailers……………………19

Table 7: Showing minimum quality standard kept by retailers on a five point scale………..20

Figure 7: Representing different minimum quality standard by retailers….………………...20

Table 8: Retailers rating given to the importance of consumer awareness their locality…….21

Figure 8: Chart showing percentage of retailer’s responses about consumer awareness…….21

Table 9: Consumer awareness ratings given by retailers to ‘WOOSH’……………………..22

Figure 9: Showing consumer awareness by retailers rating for ‘WOOSH’………...………..22

1

Executive Summary

Traditionally and in present time after the advent of modern trade as well general trade is still

a major channel to reach the end consumers for any Fast moving consumer good. Harsh

Clean Dhan (P) Limited is FMCG Company manufacturing and marketing ‘WOOSH’

detergent powder and detergent cake. This project is devoted to detergent product category of

FMCG sector. As an intern while working with the channel members especially with retailers

various aspects were evaluated in relation with this product category and the specific brand

‘WOOSH’.

As the detergent brand is a new entrant in this saturated and established category retailer’s

support was extremely essential. To capitalize on retailers’ reach and there support it is

extremely important to understand their perspective for the detergent powder. As an intern I

felt that Retailers’ study is very important for ‘WOOSH’ detergent brand as they will further

drive the product reach among whole sellers as well. Due to this urge to understand retailers’

perspective this project consists of investigation of the factors which have their influence on

the perception of the retailers about any detergent brand. Further relationship of retailer’s

perception with the identified factors and relationship among the factors is also studied in the

particular area assigned to me. Project also consists of the initial response of the customers

towards the products from the perspective of the retailers. Project contains an initiative to

determine the basis on which the retailers decide about the detergent brand to sell it in their

retail outlet.

In the initial days of the project it was figured out that the factors which came across in this

study are area and locality of the retail shop, quality, margin given to retailers and

customer awareness. All these factors are studied in relation with the detergent brands.

After the identification of the factors, the type of relationship of these factors with

retailers‟ perceptions is figured out. Each factors (from area and locality of the retail shop,

quality, margin given to retailers and customer awareness) then observed with respect to the

retailers’ decision for keeping a detergent brand in their retail outlet by using their responses

as evidences which they gave on the questionnaires.

2

Another major point on which the project emphasis is the interrelationship of these identified

factors - area and locality of the retail shop, quality, margin given to retailers and customer

awareness. These factors are interlinked with each other which further influence the retailers’

perception for the detergent powder which they keep in their stores. This interlinking shows

the dynamic nature of the product category.

Various points in the study are targeted towards WOOSH detergent brand specifically. These

points are intended to get the initial feedback and response from the channel members to

facilitate the product progress in future. This study sought to know about the product

performance through the retailers.

Conclusions regarding the product category as well as for ‘WOOSH’ were made in

accordance with the data analysis and eventually on the basis of findings of the project. The

objectives accomplished as relationship with retailers’ perception and between the identified

factors were figured out. In line with these conclusions from the study, suggestions were

made to the company ‘Harsh Clean Dhan (P) Limited’ about the product as well as about the

use of promotion strategy.

This project was a sincere attempt to understand and eventually increase the reach of the

WOOSH detergent powder and detergent cake.

3

Introduction to the project

Environment in the detergent product category is highly competitive and saturated.

Competition between detergent brand which are owned by existing consumer product

companies like Hindustan Unilever, Proctor & Gamble , Nirma and RSPL is immense. Apart

from these well known brands of these companies the regional brands also have a huge stand

in particular areas.

During the period of this internship it was quite clear that the stand and stature of the regional

brands is a prominent factor for the new entrants like WOOSH. Brands like Surf Excel,

Wheel. Rin from HUL, Tide and Ariel from P&G, Nirma and Ghadi from RSPL are the

major national brands having existence throughout the country. But various regional brands

which have their presence in a localized way have a small but crucial impact on the product

category. They provide high margin to retailer’s as an incentive to retailers to penetrate the

market. The areas in Pune which were assigned to me includes Warje, Uttamnagar,

Kothrud, Pashaan have a huge preference in various pocket for regional brands namely

Sasa, Praveen, Promise and Sargam.

Rural pockets are highly influenced by these regional brands. WOOSH detergent with which

we worked on the sales and distribution just started to make its place in the products of

moderate quality for middle income groups. Product till now has given a moderate response

which is satisfactory watching the level of completion and the extent of saturation in this

product category of consumer goods.

WOOSH have an existing competition from the brands like ‘Wheel’, ‘Rin’,’Nirma’ and

‘Tide’ but regional players are increasing their distribution which is very crucial for WOOSH

to examine because the rural and slum pockets of any area is being flooded by these regional

brands like ‘Sargam’, ’Sasa’, ’Praveen’ and ’Promise’. Another new entrant in detergent

product category is Patanjali’s washing powder which claims to be herbal in nature and in

the same price range with WOOSH. All these changes have been observed in this product

segment which should be kept into mind for future.

4

Perspective of channel members is quite essential for a product to get success and reach the

customers it is targeted towards. The project is an attempt to gauge the different perspectives

about the product and initial product response from channel members and specially retailers

who are the nodal point between company and consumer. The retailers’ responses are studied

in relation with various factors like the retailers locality, type of area, type of retail outlet and

the customer profile in the particular area.

On the basis of the initial observation during the project the factors which have an influence

on the retailer’s perception for the detergent brand to be soled in the retail outlet. These

factors are enlisted below:-

1. Area, locality and type of the retail outlet

2. Margin given to retails

3. Customer awareness, perception and demand

4. Quality

Data regarding these factors are collected from retailers and recorded to facilitate the

objective of the project.

Project intends to bring out the insights of the product category which can be really beneficial

for a detergent brand like WOOSH which is just introduced in the area in which this study is

carried out. First these factors are figured out and then the questionnaires are formulated to

record retailers’ perception for the project.

Main intention through this project is to understand the elements which contribute to

detergent brand’s reach to the customers as well as the initial response of the customers

towards WOOSH detergent with respect to quality and product awareness.

5

Outline of the research problem

Research problem of this project is targeted to understand the things in the assigned area

about the whole detergent category. Research problem covers the product category as well

the brand WOOSH ( as it is a new entrant in this category). As the research problem say

about the investigation and study of the factors which influences the retailer’s decision and

perception to consider a detergent brand to be sold in their retail outlet. Research problem’s

first motive is to identify which are those factors and investigate the kind of relationship these

factors hold with other key elements which are mentioned in the problem.

In accordance with the research problem, formulation of objectives which guides the project

in the right direction so that the results and findings can be extracted is done. Following are

the corresponding objectives which frame the nature of this study and investigate the desired

fields of study

Objective 1:- Identifying the major factors in the study to understand the perception of

retailers towards the detergent brands to be sold in their related outlet.

Objective 2:- Figuring out the relationship between individual factors and retailer‟s

perception.

Objective 3:- Finding out the interrelationship among the identified factors themselves.

All these objectives under the research problem encompass the whole purpose of this study.

Objectives are clearly stated to serve the purpose which is defined in the research problem.

Coverage of this study is in the area assigned as well as is only includes the retailer’s

perception not that of consumers and other channel members. It includes both detergent brand

in general and WOOSH as a detergent brand in particular.

6

SCOPE OF THE STUDY

This study entails only the retailing view point for the detergent brands. Perspectives about

products are only taken and recorded from retailer which is only a single point of sight to

view and analyze the product category. This study only tells about the trends of particular

areas in Pune city which may not be the case in whole of the city.

Subject matter in this project encompasses only the product and selling aspects more from all

the marketing activities. All other channel members like stockist, distributor and whole seller

were not included in this project study at all. Other channel member may have a different

point to say about the detergent product category.

Consumer behavior was observed through retailers. Retailers’ viewpoint of consumer

behavior is something which limits the study as it is not observed directly. Consumer

behavior in this project can be studied further with various things keeping in mind.

The findings of the project cannot be generalized with the retailing of other products as well.

Factors which were found in this study may come out to be different for different consumer

packaged goods. If in case the factors come out to be same then the relationship among these

factors may deviate from those of detergents in this study.

7

Company Profile

Harsh Clean Dhan (P) Ltd., is from one of the leading business houses of India – The Mahak

Group, Delhi. After successfully launching products like Chaini-Chaini, Mahak Pan Masala,

Choc- On Chocolates, Jelly Belly, Red Riding (Scarves and Stoles), WOOSH detergent with

all the qualities of a high ended detergent was launched in September 2015 throughout the

country.

Mahak group was founded by Chairman G.L Jain, who is backed by 40 years of experience

of food and processing industries and is a visionary. His perceptiveness about the product line

up, his guidance for the organization and co-operation at all levels keeps Mahak success map

clear. He believes that growth should never be limited and accordingly the vision for growth

should continuously be widened time to time. His dream which took shape from a small town

entrepreneur to becoming a big time industrialist, made him earn a reputation in the field of

food industries.

The Mahak saga began way back in the year of 1994 from the Malanpur facility with the

launch of bottled Mineral Water with brand name Pio-Pio in food grade PP Tumblers and

Bottles.

As per the Jains, it was our Endeavour to provide the mineral water in tumblers with peel-

able lid, for which the production plant was imported. We made supplies of our mineral water

in throughout Northern India and to Institutions like Railways also, we also fulfilled the

export orders for it. Of late, the capacity of this plant was completely used for production of

Mahak’s fruit gel products since 1996. Mr. Jain remembers how it was difficult to establish

the market of Fruitjel in India, since the product jelly was earlier on made with gelatin. (Non

Vegetarian Source). After a detailed study, the Jains brought the product from a totally

vegetarian source, making it an instant delight for all vegetarian, and in the process becoming

a pioneer in this arena. The power packed punch line ‘Real Fruit Real Fun’, for its brand Jelly

Belly, was very eye-catching.

What is remarkable is that earlier on, consumers were forced to import fruit jellies from

manufacturers abroad. Now, Indians get them bang on in India itself. On one hand,

international products were ushered in, and that too, made as per the Indian palate, and on the

other, one saves valuable forex by curbing imports.

8

Product Brand Jelly Belly is being pushed into the market in different consumer friendly non-

toxic packaging of cups & toys. Interestingly, the mission statement behind this hectic

parlaying is to provide max customer satisfaction by using vegetarian ingredients, something

which classes such as Jains consider extremely creditworthy.

The group expanded its operations by adding a new product line for manufacturing of ethnic

sweets with brand ‘Milk N Nut’in year 1998. This was laced with Milk, coconut and sugar.

As a footnote, though sweets do not enjoy a long shelf life, this particular product can last for

upto nine months due to value-added preservatives in it. The Mahak-ites have even developed

a’ Fruit Yoghurt’ flavored Fruit Jell with brand name ‘Frugurt’ in ready to eat packaging with

a shelf life of 6 months.

The group further expanded by way of setting up a new unit in the year 2004 at Parwanoo

(Himachal Pradesh) with latest ultra-modern Plant & Machinery. Initially, this was used for

production of hard boiled & soft candies. Immediately, this was followed by adding onto the

product line by production of double color, ready-to-eat fruit jell products and Pudding with

Jelly, brand named ‘Jelly Pud’. Previously, the organization depended on foreign supplies for

Empty Jelly Cup/ containers. Now, a packaging unit, too, has been set up. The entire

production of the packaging division is for Mahak’s captive consumption, thus, we making

the entire process very cost-efficient. In fact, Jains benefitted in two ways, first by the cost

factor, and second, by becoming self-reliant in supplies and inventory control. In this way,

the Jains fought competition and were able to serve consumers continuously.

India is a one of the largest consumer economy, with burgeoning middle class pie. In such a

widespread, diverse marketplace, WOOSH is aptly concentrating all its efforts towards

creating and building a strong consumer preference towards its ‘value-for-money’ detergent.

Under the visionary guidance of Mr. Pankaj Gupta, who has an expertise of more than 20

years in FMCG industry, the product has shown great acceptability by the masses and hence

the need has arisen for expansion of the manufacturing units.

9

With the first manufacturing unit been set up at Kundli, Sonepat in Haryana, the company, to

cater to the market demand, is opening up units at

1. Bangalore

2. Nagpur

3. Kolkata

4. Udaipur

5. Kanpur

6. Guwahati

It has been persistent effort of the parent group to make quality consumer products available

to masses at an affordable price. Hence, it takes utmost care to provide finest products at the

most affordable prices..The focal objective behind modernization plan is of up gradation with

resource-savvy technology to optimize capabilities.

WOOSH’s production facility, both present and upcoming, are well equipped with state-of-

art technologies. The efforts are visible in the final product with all the ingredients getting

separately tested in highly advanced laboratories. While using OXY Power as an ingredient,

WOOSH’s detergent aptly boasts of removing the toughest of stains from all sorts of fabrics

while using very less water and being skin friendly.

10

WOOSH detergent powder and cake is one of the newly launched product in this highly

saturated product segment where there are existing products from big FMCG companies as

well as from the regional players those actually have a considerable stand in the segment in

respective geographical zones.

WOOSH detergent brand is economy segment brand which aims to provide satisfactory

washing experience among the customers. WOOSH detergent in addition to washing

experience also intends to provide aroma to the cloths, wellness of the fabrics and safety

of hands.

Addition feature which company want to cash in is the fact that it can be used in washing

machines as well. This is a unique feature which is absent in other competitors which are

their in economy segment. Though it is difficult to understand for customers that specialized

detergent for washing machines are higher on the price range and how can a washing powder

with such a price range can deliver that particular claim.

Kajol is a celebrity who is endorsing this detergent brand. Company want to utilize the

homemaker image of Kajol as was used similarly by ‘Lifebuoy’ in their advertisement to

associate their brand with family through the homemaker who is the soul decision maker of

the house about the washing powder brands. WOOSH with the celebrity Kajol wants to be

the preferred choice of any homemaker highlighting the above mentioned features like

fragrance, fabrics friendliness and safety for hands because of less harshness.

11

Research Methodology

This study is a combination of both qualitative and quantitative research approach to attain

the objectives defined in the study in accordance with the topic of the study. Qualitative

approach was applied initially to get the view of retailers and what they had in their mind

regarding any detergent brand which they sell in their retail outlet.

Research Design

To understand the key elements or factors of the study the qualitative exploratory research

(Bryman & Bell) study was undertaken to know the retailers view point in terms of the most

crucial things they keep in mind while selling any detergent in their retail outlet. Interviews

were taken of retailers in an unstructured manner so that they can tell each and every aspect

on the intended study about the detergent brands and their sales in the market. Reviewing the

feedback of most of the retailers after interviews and observation efforts were made to further

proceed in describing the initial study outcomes. These outcomes then gave the major factors

which influence the retailer’s perception for a detergent brand to be sold in their retail outlet.

These factors were area, locality of the retail outlet, margin given to retails, Customer

awareness, perception and demand, quality.

Then descriptive research (Bryman & Bell) study was conducted to accomplish the objectives

formulated earlier. After finding out the factors which was the aim of the first objective then

relationship was studied between these individual factors and the retailer’s perception. Also

the interrelationship is studied to accomplish another objective. To attain both the objective

quantitative measures are used under causal study. Questionnaire was formulated containing

questions in accordance with the objectives. Quantitative measures like scales in questions

were used to record responses of the retailers. Questionnaire was intended to study the pattern

of any kind of relationships in the data or not.

Primary Data

Source of primary data for the study is the retailers. Questionnaire is used as an instrument to

record this primary data for the study. Retailers are questioned from the questionnaire and

sometimes also in an unstructured way to take out additional information from them.

Retailers were selected as the source of primary data due the fact that our study is focused to

retailers and study title concentrated on retailer.

12

In the initial stage of the study Territory Sales Incharge (TSI) of the company also were the

resources of primary data to identify the factors. Primary data is quantitative and was

recorded through the questionnaire which contains questions seeking responses of retailers.

TSI and retailers are the two sources of the primary data in our study.

Secondary Data

Company records regarding all the retailers was the source of secondary data. All the data

was used to reach out to the retailers in order to sell the WOOSH, investigate about the study

and take feedback from the retailers about the product response from customers. This

secondary data contains the names of retailers with their contact numbers and corresponding

areas in which these retailers functions. Initial area wise sales reports were also studied to

figure out the trend in each region of my route map.

Sample Design and Method of sampling

As our study revolve totally around the total number of retailers present in the assigned area

so the target population of our study are all the retailers who sell detergent brands in their

store. Probability sampling is used here which is based on the concept of random selection- a

controlled procedure that assures that each population element is given a known non-zero

chance of selection. This type of sampling gives the opportunity to generalize the findings to

the population of interest from the sample population.

Stratified random sampling (Schindler & Cooper) is the method of sampling which is

employed in this study. In this study it was taken care of the fact that the number of retailers

from each type of area should have a proportional representation in the sample size.

Classification of the population of relaters were done into subpopulation (Bryman & Bell) on

the basis of the six region of the route map assigned. These six regions were Kothrud,

Warje, Uttamnagar, Pashaan, Ghokhlenagar and Shivajinagar. On an average 10

retailers were taken in the sample size out of total population. These six strata were

formulated on the basis of the regions in the route map.

Population Size in our study = 245

Sample Size of our study = 59

13

Limitations of the project

As the study is totally targeted to retailers the responses which we get in this study are from

the perspective of the retailers. This approach limits the scope of the study as all the

participants in the product’s sales and consumption were not questioned. Different view

points from other channel members and customers were not there in this study. The study

only have a single view point which is of retailers that is somewhere incomplete.

Findings of this study are only applicable to the particular geographical area assigned to me

which included Kothrud, Warje, Uttamnagar, Pashaan, Ghokhlenagar and

Shivajinagar. The results of this study cannot be generalized to other areas.

Retailers who were respondents in our study may or may not be catering to a major large

number of people so that he can have a good observation of the correct product response.

Retailers personal bias can be one of the limitations of this study as there personal views can

dominate the study’s motive and the direction of the study can get deviated.

14

Data Interpretation and analysis

A. Data of different localities of the retailers studied in the project.

Table 1

Type of Locality Retailers

% of

Retailers

Locality containing society and apartment (1) 19 32

Locality containing traditional homes(2) 37 63

Locality containing considerable amount of slum area(3) 3 5

Figure 1 : Percentage share of each type of locality of the retailers studied in the project.

1. Locality containing societies and apartments (32%).

2. Locality having traditional homes (63%).

3. Locality having considerable amount of slum area (5%).

Above pie chart gives the division of the target population depending on the types of locality

(Kotler, Keller, Koshy, & Jha) of the retail shop.

32%

63%

5%

Share of each type of locality

1 2 3

15

B. Data depicts the response of retailer about whether they keep locality in

consideration to sell a detergent brand.

Table 2

Retailer's

Response Yes No

No. of Retailers 48 11

% of Retailers 81 19

Figure 2: Percentage share of both kind of responses of retailers.

Retailer’s responses about dependency of their decision about a detergent brand on the basis

of the locality is depicted in the pie chart graphically in terms of the percentage of

respondents who said no and yes regarding this.

Retailers who responded as ‘Yes; are 81% and who responded as ‘No’ are 19% of the total

retailers.

Clearly the percentage shows that major number of retailers feels that locality plays an

important role in their decision to keep the detergent brand in their retail outlet. 81% of the

retailers consider their locality as a major driver in their perception for any detergent brand.

Only 19% feel that locality’s roles is not important for their decision to keep the detergent

brand.

81%

19%

Responses with respect to Locality

1 2

No Yes

16

Table 3

Yes No

Locality(1) 18 1

Locality(2) 28 9

Locality(3) 2 1

Data representing the corresponding responses of each locality is given below:-

Figure 3

18 (95%) retailer from locality containing societies and apartments gave the response as

‘Yes’ and 1(5%) retailer said ‘No’ about relationship between the locality and perception

about the detergent brand.

From locality containing traditional homes, 28(76%) retailers accepted that they give

importance to their locality. Only 9(24%) retailers don’t give importance to their locality for

detergent brand category.

Out of three retailers who are there in our sample from locality having considerable amount

of slum area 2 said they give importance to locality and 1 retailer gave ‘No’ as a response.

(B) Pie chart below represent the percentage of retailers who keep and considers some

detergent brands only for the sake of margin :-

0

5

10

15

20

25

30

1 2 3

18

28

2 1

9

1

Influence on retailers in each kind of locality

Yes

No

17

Table 4:

Retailer's

response Yes No

No. of

retailer's 42 17

Figure 4

42 retailers (71 % of the total sample taken) responded that some brands which they keep in

their retail outlet are only for the sake of margin whereas 17 retailers ( 29% of the total

sample taken) responded that they don’t keep any brand just for the sake of margin .

C)Table below depict the responses of retailers from rural, urban and semi urban areas about

their preference for only margin fetching brands:-

71%

29%

Retailer's response regarding Margin offered

Yes

No

18

Table 5

Data showing the responses of retailers in relation with preference to margin with respect to

type of area (Kotler, Keller, Koshy, & Jha) of the retailer.

Rural Urban Semi Urban

Yes 11 29 2

No 3 14 0

Total 14 43 2

Figure 5

No. of retailers from rural area who want to keep only or some margin fetching detergent

brands = 11 (78.57 % of the total retailers who were studied in the rural areas)

No. of retailers from urban area who want to keep only or some margin fetching detergent

brands = 29 (67.44% of the total retailers who were studied in the urban areas)

100% retailers from semi urban areas want to keep only or some margin fetching detergent

brands.

0

5

10

15

20

25

30

14 43 2

rural urban Semi Urban

11

29

2 3

14

0

Retailer's response on the importance of margin

offered in each type of area

YES

NO

19

D) Table 6

This table shows Minimum Quality Standards which retailer’s feel they should consider for

detergent brands. Responses of retailers was recorded on a 7 point Likert Scale (Schindler &

Cooper).

Frequency

Minimum Quality

standard 1 2 3 4 5 6 7

Retailer's Responses 8 39 11 1 0 0 0

% 14 66 19 2 0 0 0

Figure 6

In the above pie chart of the rating of the minimum quality expected by the retailers to

consider a detergent brand to be sold retailers outlet reveals that 66% of the retailers expected

quality rating ‘2’ on the seven point scale,19% of the retailers expected quality rating ‘3’,

13%

66%

19%

2% 0% 0% 0%

Min. Quality Standard given by number of retailers

1

2

3

4

5

6

7

20

13% expected the quality standard ‘1’, 2% of them expected quality standard ‘4’ and Quality

standard ‘5’,’6’and’7’ was preferred by any of the retailers.

Table 7

This table shows Maximum Quality standards which retailer’s feel they should consider for

detergent brands.

These numbers assigned by retailers to importance of quality are on a 7 point scale o where

lowest number i.e‘1’ is assigned to ‘Low Quality’ and ‘7’ is assigned to highest quality.

Frequency

Maximum Quality standard 1 2 3 4 5 6 7

Retailer's Responses 0 0 0 6 20 25 8

% 0 0 0 10 34 42 14

Figure 7

0%

0%

0%

10%

34%

42%

14%

Max. Quality Standard given by retailers

1

2

3

4

5

6

7

21

Similarly like minimum quality standard retailers also choose maximum quality standards.

42% of the total retailers choose ‘6’ as maximum quality standard, 14% choose ‘7’ as quality

standard, 34% choose ‘5’ and 10% choose ‘4’. Others like ‘1’,’2’ and ‘3’ was not chosen by

any of the retailers.

Table 8

This table contains the points where the retailers rate the importance of consumer awareness

in the particular locality where the retail outlet is located. A five point scale is used where ‘5’

is assigned to ‘Extremely Important’ and ‘1’ is assigned to ‘Not at all important’.

Frequency

Points on scale 1 2 3 4 5

Retailer's

Response 0 1 16 31 11

% 0 2 27 52 19

Figure 8

Above figure shows that how important retailers consider the awareness of the consumer

regarding the detergent brands in their corresponding geographical areas. Scaling which was

used here is a five point scale.

52% of retailers admitted that consumer awareness should be high at ‘4’.

0 1

16

31

11

0

5

10

15

20

25

30

35

1 2 3 4 5

No. of Retailers

Rating Given by Retailers

Retailers' responses on importance of consumer

awareness

Series1

22

27% of the retailers rate the importance at’3’.

19% of them rated it at highest level which is ‘5’.

2% of retailers rated it at ‘2’ on the scale; no one has chosen the lowest point on the scale.

Table 9

Table below contains the information regarding the awareness of ‘WOOSH’ detergent in the

locality of retailers. Their feedback was recorded on a five point scale (Schindler & Cooper).

Awareness Rating 1 2 3 4 5

Response of retailers 35 22 2 0 0

% 59 37 4 0 0

Figure 9

Figure shows the retailer’s responses on the awareness of the ‘WOOSH’ detergent on a five

point scale.

59% of the retailers who were studied marked the awareness at rating‘1’

37% of the retailers marked the rating ‘2’ for awareness of ‘WOOSH’.

4% of them marked the rating ‘3’. No retailer marked rating ‘4’ and ‘5’.

35

22

2 0 0

1 2 3 4 5

0

5

10

15

20

25

30

35

40

Rating given by retailers

No. of Retailers

Awareness rating Of 'WOOSH' detergent

Series1

23

Findings of the Project

According to the data collected and its analysis, attempts were made to figure out relevant

information to meet our objectives. Analysis is based on our objectives and uses quantitative

approach to come to the findings. Following are the findings :-

Major chunk of retailers (81%) do keep their locality in mind while deciding about

selling a particular detergent brand. Clearly it is evident that the locality where the

retail outlet is located has an influence on the retailer’s decision to keep a detergent

brand in the store. In addition to that in all the three types of localities the observation

was consistent with the results of the localities taken in total. This means in each

individual locality as well the retailer keeps in mind the type of locality before

deciding regarding a detergent brand.

Quality is a key factor for any product to prolong its successful phase. 66% of

retailers mark minimum quality rating ‘2’, 42% and 34% retailers marked maximum

quality rating ‘5’and ‘6’ respectively. This range of preferences of minimum and

maximum quality ratings of most of the retailers who are studied depicts that their

expectation towards quality standard was not be very low as well as was very high. A

minimum level is required in quality were the product performance is satisfactory and

it should not invite criticism. Very low quality is not favorable for retailers and most

of them are not very interested in high quality as it may be sometimes difficult to sell

that brand. A range of quality is there in the minds of the retailers which influence

them to place a array of detergent brands in their retail shop.

Findings about the influence of margin given to retailers revealed that out of the

number of retailers in the sample 71% of the retailers confirmed that they keep some

or all detergents for sake of margin. Remaining 29% don’t keep detergent just for the

sake of margin and evaluate them on other basis as well. According to the data we can

say that the extent of margin given to retailers clearly influence their decision to keep

a detergent brand in their retail outlet.

24

Most of the retailer’s have the opinion that importance of consumer awareness is

immense for a detergent brand. In the findings 19% retailers rated importance of

consumer awareness at the highest level which is ‘5’, 52% rated it’4’,27% rated it

‘3’and 2% rated it ‘2’. Most of the retailers rated the importance of consumer

awareness ‘3’ and above ‘3’which is more than the average mark. We can thus figure

out that consumer awareness do have a influence on the retailer’s decision to keep a

detergent brand in their retail outlet.

Retailers of the respective type of areas i.e. from rural, urban and semi urban all have

their inclination towards margin fetching detergent brands. But in that too out of total

retailers in rural areas 78.57 % are very keen on margin fetching brands whereas that

same percentage is 67.44% for urban area, which is relatively lower than rural areas.

This difference found out to be because of the nature of consumers, product

awareness and loyalty. Urban area have aware customers who are brand loyal towards

existing brands and are totally aware about the products. But in rural areas it is easy to

convince consumer and the extent of product awareness is less. Both these attributes

of the consumers are kept into consideration by retailers while deciding about

detergent brands. There is a clear indication that margin given to retailers can serve as

an incentive to them depending on the area in which they operate. This means it is not

necessary that greater margin will invoke same amount of interest among retailers in

each type of area about the product.

Consumer awareness for ‘WOOSH’ detergent is very low on the five point scale

which may have many reasons. It may be early to say this thing as it is just 4 months

after the launch of this detergent.

Findings on the basis of unstructured interviews taken from retailers:

A factor which is figured out during conversations with various retailers about the

detergent is that the amounts of foam produced at the time of usage of the detergent

powder have a remarkable impact on product sales. Retailers provide this information

on account of the customer response to various detergent powder brands. Foaming

also plays an important role in retailing of the detergent brand as customers have a

feeling that more amount of foam is a measure of efficient cleaning.

25

Retailers also gave crucial information about customers view on the weight of the

detergent cake. If we take the example of WOOSH detergent, the detergent cake

costing Rs.10 to the customers weigh 200gms. This weight of the detergent brand is

compared by customers with other brands. As there are price sensitive and extra

allowance seeking customers it is observed that the weight which you provide at a

particular price also influences the final consumer and in that process retailer as well.

This observation is particularly about ‘WOOSH’ detergent brand. It is mentioned at

the back of the packaging that the product can be used in washing machine. But it is

very difficult to justify this claim in front of customers as all other detergents which

are used in various kinds of washing machines are priced at a very high level.

Customers speculate about the ability of the detergent powder to work efficiently in

the washing machine. From this we can figure out that customers have an embedded

belief in their mind that every detergent will not work in washing machine.

Bundle (bag containing number of packets of a particular weight generally called as

‘Potha’) should be such that it must not create a feeling in retailers about any kind of

difficulty in selling a new brand. Number of packets in a Potha or bundle should be

kept in accordance with the product awareness and the bundles of the other prominent

brands sold by retailers.

26

Learning from the Project

As the project revolves around the work in the sales and distribution of the ‘WOOSH’

detergent brand there were various points of learning during the project. The distribution

which looks very ordinary from outside is not actually the same. This we got to know while

being the part of the sales force of the ‘WOOSH’ detergent brand. Following are the major

points of learning:

Channel partners and their roles –

‘WOOSH’ detergent brand have 4 channel partners of general trade – Super

Stockiest, Distributor, Whole seller and Retailer. This detergent brand is not into

modern trade. and the channel members’ roles was observed whiling working with

the distributor. Individual importance of the channel members as well as the effect of

collective work by them is responsible for the reach of the product.

Changes in priorities of retailer

Retailers choose brands of detergents depending on the geographic and demographic

factors subjected to a particular place where the retail outlet is located.

Overview of Margin, Trade Promotion, Allowances

All three above elements were negotiated with retailers each day while selling the

detergent. Comparing these with other detergents and their influence vary from place

to place, locality to locality and area to area among retailers.

Perception of Quality

Consumer perception of quality though was not studied deeply under this project but

was covered to some extent. It was observed the customers have prejudice in relation

with quality of the product they are currently using. They feel that the product is of

good quality irrespective of any other thing. This perception is created by continuous

effective advertising, promotion and channel management.

Importance of Packaging and Unit weight

Retailers compare the packaging and unit weight with respect to the price of the

product with other brands while deciding to sell a particular detergent brand in the

retail outlet.

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Contribution to the host organization

As an intern during the summer internship project for Harsh Clean Dhan Pvt Ltd endeavors

were made to contribute to the organization in the areas which they wanted as well as giving

something which is new and productive for the organization. Following are some of the

points which contain the ways in which contributions were made to the organization:

Extensive and relentless efforts were made to increase product awareness,

distribution and market presence of the ‘WOOSH’ detergent brand.

Rural segments and marginalized localities were targeted primarily to penetrate into

more prospective marketplaces for the product.

Promotional sales events were conducted in traditional market places and chowks to

make customers aware about the brand and to induce product trial by offering combo

packs of Detergent Powder with free Detergent cakes. In this way the customers can

experience the cleaning of both the cake as well as of powder.

Channel sales were conducted on a daily basis and special attempts were made to

concert large size retailers (generally called as large counters) in favor of ‘WOOSH’

detergent brand.

Authentic information was collected from retailers on the field which reflects the

current situation and scenario of the product category and of ‘WOOSH’ brand. This

information can act as a source of further decision making related to product and

other elements which are studied in this study.

28

Conclusion

After two months of internship with ‘WOOSH’ detergent brand of Harsh Clean Dhan Pvt Ltd

various unknown factors came across and a different perspective was developed to observe

retailing and marketing concepts by working at the ground level in the product category. An

overall consolidated view is given by the findings of this project.

Just like in any FMCG category detergent product category is also highly saturated.Well

known brands (like Ariel, Tide, Surf Excel, Rin ,Wheel, Nirma etc) with regional and local

product brands pose a humongous amount of competition to existing and new entrant (like

‘WOOSH’). Well known brands rely on their brand loyalty and high level product

awareness with customers on the other side regional brands rely on the high percentage

margin given to retailers to increase product reach to the customers. Though ‘WOOSH’

is launch country wide and sold throughout the country just like other well known brand but

lacks product awareness among the customers. This was the point where any new entrant will

feel difficulty. In case of regional detergent brands the percentage margin offered to retailers

is very high. If any new entrant like WOOSH, which wants to be a nationwide brand, wants

to compete with regional brands on the aspect of percentage margin will lose its positioning

as well as a considerable amount of revenue from the product which is not in line with the

objectives. This is about the ‘WOOSH’ detergent brand particularly.

In accordance with the objectives under the project title, the factors which we first identified

and studied in this project, as they influence the retailers decision regarding a particular

detergent brand were type of locality and area of the retailer, margin offered to the

retailer, consumer awareness and perceived quality.

Influence of type area (rural or urban) and locality on product placement in the retail outlet

can be described by the nature and type of consumers dwelling in a particular locality. People

of slums and those of societies will have different perception towards the product they buy.

This particularly came across that the retailer keeps in mind the locality and the area in which

the retail outlet is located.

29

Quality was also included as a factor which retailers decide upon to keep a detergent brand in

its retail shop. Retailers with wide ranging alternatives in the detergent category keep a

combination of detergent brands of adequate quality level not very extreme on the higher as

well as lower side. Quality is definitely a factor which retailer give importance to but this

parameter is set only by final consumers.

Consumer awareness as like all consumer packaged goods have a huge influence on retailer’s

and consumers’ perception. Consumer awareness extremely important to induce product trial

and it is also easy for a retailer to recommend a brand about which consumer have some kind

of knowledge and awareness.

In the third objective of the project the inter relationship of these identified factors is studied.

Interrelationship between two factors which are margin and type of area is identified and

explained on the basis of the data. Generally the pricing is the thing which we feel can

influence the customer’s (in this case retailers) attitude towards the brand. But this is not very

simple as the margin which company offer will not only decide the products fate but the

respective area and the locality have a composite effect with margin. Margin can only trigger

the initial phase but product performance should add to it further. This means that even if we

provide a good margin to retailers it is not necessary that in each type of area the retailers will

respond to the detergent powder in the same way.

All the objectives under the project title were accomplished to a great extent on the basis of

the data collected from the retailers and its analysis. The study during the internship to

accomplish the objectives various insights came across about this particular product category.

These insights and evident facts helped in accomplishing the objectives of the project and

accordingly helped to add value to the organization.

30

Suggestions

No of packages in a bundle (Potha) should be revised in accordance with other

detergent brands and keeping retailers psyche in mind. For example Detergent Powder

of Rs.10 have 138 pieces in a bundle which are fragmented in two small bags of 69

packets which looks to retailers a daunting task to sell a new brand in such a large

number. Though we can sell less than a bundle to retailers but in my opinion the

bundle size should be like that which encourages retailers to buy a bundle straight

away.

Weight of the detergent cake in not competitive with other regional as well as well

known brands. As regional brands have considerably (70-80 grams) more weight than

‘WOOSH’ which is causing a great problem in price sensitive localities where the

product is directly up against regional players.

Sales promotion for the consumers can be done to increase detergent cake sale by

designing a combo of detergent cake and cloth washing brush. This will associate

with the product usage and lure customers to buy the detergent cake.

Advertisement and Poster should have cloth cleaning demonstration apart from the

brand elements like name, slogan, logo and endorser. Radio commercial should

contain the benefits which company proposes like less water usage is required for

‘WOOSH’ detergent brand while washing the cloths.

Merchandising efforts from companies should be increased. As it is very expensive to

advertise on TV and newspaper both, it is very essential to use the retail stores as

advertising medium for the product to increase the visibility among the customers.

31

Bibliography

Bryman, A., & Bell, E. (n.d.). Busness Research Methods. Oxford University Press.

Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (n.d.). Marketing Management. Pearson.

Schindler, P., & Cooper, D. (n.d.). Business Research Methods. TMGH.

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Appendix

1. Name of the retail shop

2. Type of the retail shop -

o Organized Retail

o Unorganized Retail

3. Name of the Area of retail shop –

4. Type of the area of retail shop –

o Rural

o Urban

o Semi Urban

5. Type of locality of retail shop –

o Locality containing societies and apartments.

o Locality having traditional homes.

o Locality having considerable amount of slum area.

6. How many detergent brands you sell in your locality? Name them.

…………..

……………………….. …………………….. ……………………. …………….

………………………. …………………….. ……………………. ………….........

………………………. …………………….. ……………………. ……………….

Questionnaire for Retailers

33

7. Do you sell the detergent brands on the basis of the locality of your shop?

o Yes

o No

If yes, which are the detergent brands you prefer to sell more?

………………. …………………….. ……………… ……………………

…………………… …………………… …………………. ………………………

8. What quality standard do you choose for a detergent brand as a parameter to keep it in your

retail store?

Minimum Quality Level Scale:-

Low Quality _____:_____:_____:_____:_____:_____:_____High Quality

Maximum Quality Level Scale;-

Low Quality _____:______:_____:_____:_____:_____:_____ High Quality

(Mark any blank in the range given to you from low to high quality)

9.”WOOSH Detergent and cake both are efficient in cleaning and are of good standard as

compared to contemporary detergent brands.” Do you agree with this statement?

(Give the response on the basis of the feedback you received from your consumers.)

STRONGLY NEITHER AGREE STRONGLY

AGREE AGREE NOR DISAGREE DISAGREE DISAGREE

(5) (4) (3) (2) (1)

34

10. Do you give importance to margin for a detergent brand to be sold in your store?

o YES

o NO

If yes ,How many detergent brands do you store only because of margin? Which are these

brands?

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………

11. Do you suggest people to buy a detergent brand which is giving you a good margin ?

o Yes

o No

12. Rate the importance of consumer awareness about detergent brands in your locality :-

Extremely Important 5 4 3 2 1 Not Important

Rate consumer awareness of WOOSH detergent in your locality:-

Totally aware 5 4 3 2 1 Not at all aware

13. Rank the things given below in the order you feel they are important:-

Margin ………

Quality ………

Customer Awareness ………

Customer Profile ………