SWA SW AT Bhubaneshwar – Action plan pla n for doubling sales in Bhubaneshwar area.
A Summer Internship Report Submitted in Partial Fulfilment of the Requirements for the Award Award of degree of PGDM (2!"#2!
%$Submitted by
Guided by
Pedada Satish &umar
Mr' Shesashish Ahar)a
Certificate from the Company/rgani!ation
*his is to ertif ) that Pedada Satish &umar+ Pursuing PGDM from "#$"A# "#ST"T%T& ' suessfull full) ) omple ompleted ted the Summer (A#AG&( (A#AG&(&#T &#T SA(BA)*%+ SA(BA)*%+ has suess Summer "nternship "nternship in our organi,ation on the topi titled+ - SWAT Bhubaneshwar – Action plan for doubling sales in Bhubaneshwar area. . from !" th April 2!/ to !0 th 1une 2!/' During his proet
tenure in the organi,ation3ompan)+ we found him hard wor4ing+ sinere and diligent person and his beha5iour and ondut was good' 6e 6e wish him all the best for his future endea5ours'
Signature
Shesashish Ahar)a (7hief 7ommerial 8ffier% #ame and $esignation of the Guide
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Certificate from the Company/rgani!ation
*his is to ertif ) that Pedada Satish &umar+ Pursuing PGDM from "#$"A# "#ST"T%T& ' suessfull full) ) omple ompleted ted the Summer (A#AG&( (A#AG&(&#T &#T SA(BA)*%+ SA(BA)*%+ has suess Summer "nternship "nternship in our organi,ation on the topi titled+ - SWAT Bhubaneshwar – Action plan for doubling sales in Bhubaneshwar area. . from !" th April 2!/ to !0 th 1une 2!/' During his proet
tenure in the organi,ation3ompan)+ we found him hard wor4ing+ sinere and diligent person and his beha5iour and ondut was good' 6e 6e wish him all the best for his future endea5ours'
Signature
Shesashish Ahar)a (7hief 7ommerial 8ffier% #ame and $esignation of the Guide
2|Page
Certificate of riginality *his is to ertif) that the proet report entitled - SWAT Bhubaneshwar – Action plan for doubling sales in Bhubaneshwar area. area. . Submitted to Mil4 Mantra Dair) Pri5ate limited+ in
partial fulfilment of the requirement for the award of the degree of PGDM is an original wor4 arried out b) *edada Satish ,umar + under the guidane of (r. Shesashish Acharya ' *he matter embodied in this proet is a genuine wor4 done b) Pedada Satish &umar to the best of m) 4nowledge and belief and has not been submitted before+ neither to this 9ni5ersit) nor to an) other 9ni5ersit) for the fulfilment of the requirement of an) ourse of stud)'
Signature of the Student
Signature of the Guide $esignation
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Certificate *his is to ertif) that the proet titled - SWAT Bhubaneshwar – Action plan for doubling sales sales in Bhub Bhubanes aneshwar hwar area. is an aademi wor4 done b) - *edada *edada Satish Satish ,umar.
submitted in the partial fulfilment of the requirement for the award of the Degree in PGDM from I:DIA: I:S*I*9*; 8F MA:AG;M;:* SAM
training'
*G* ffice ""( Sambalpur
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AC,#W)&$G&(&#T *he satiation and euphoria that aompan) the suessful ompletion of the proet would be inomplete without the mention of the people who made it possible' I would li4e to ta4e the opportunit) to than4 and e>press m) deep sense of gratitude to m) orporate mentor Mr' Seshashish Ahar)a' I am greatl) indebted to him for pro5iding their 5aluable guidane at all stages of the proet+ his ad5ie+ onstruti5e suggestions+ positi5e and supporti5e attitude and ontinuous enouragement+ without whih it would ha5e not been possible to omplete the proet' I would also li4e to than4 Mr' Adit)a Das (General Manager ?r% who in spite of bus) shedule has o#operated with me ontinuousl) and indeed+ his 5aluable ontribution and guidane ha5e been ertainl) indispensable for m) proet wor4' I am than4ful to Mr' Sri4umar Misra (MD @ 7;8% for gi5ing me the opportunit) to wor4 with (il- (antra $airy *t )td and learn'
I owe m) wholehearted than4s and appreiation to the entire staff of the ompan) for their ooperation and assistane during the ourse of m) proet' I hope that I an build upon the e>periene and 4nowledge that I ha5e gained and ma4e a 5aluable ontribution towards this industr) in oming future'
Pedada Satish &umar (2!"PGP% #ame of the Student
Signature
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&ecutie Summary *he obeti5e of the proet was -to understand the sales and branding situation in isting C retailor stores and olleting information from all C retailors+ and for this we formed a team of and started 5isiting eah and e5er) retailor store of mil4 mantra in t part of the proet was to do identit) new " outlets and at the same time see that the branding being done for both new outlets and old unbranded stores' And for the team there is an additional responsibilit) of identif)ing areas for new distributors and appointing new distributors and ta4ing the e>isting distributors ount to " b) the end of 1ul)' And the third important part is to re audit all (new @ old% stores b) the end of 1une ' In this part 5olume data from ustomers is also being ta4en into aount' *he most important part of the proet is anal)sing the data and oming up with implementable reommendations to the ompan)' And there is positi5e impat on the sales of
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"nde &ecutie Summary00000000.00000000000000..1 2. C3A*T&+ 24 "ntroduction000000000000000.00..5672
!'!' 85er5iew of the Industr)EEEEEEEEEEEEEEEEEE'EEE'! !'!'!' Dair) Industr) in India EEEEEEEEEEEEEEE'''''''''''''''''''''''''''!
!'2' 7ompan) ProfileEEEEEEEEEEEEEEEEEEEEE''!2 !'2'!' Fast Fats of Mil4 MantraEEEEEEEEEEEEEEEEEEEE'''! !'2'2' isionEEEEEEEEEEEEEEEEEEEEEEEEEE''''''''''! !'2' DediationEEEEEEEEEEEEEEEEEEEEEEEEEEE! !'2' FousEEEEEEEEEEEEEEEEEEEEEEEEEEEEE! !'2'" 8ur
!'' 7ompetition o5er5iewEEEEEEEEEEEEEEEEEE'E!" !'' 1ourne) of mil4 and ADPEEEEEEEEEEEEEEEEE'!$ !''! SouringEEEEEEEEEEEEEEEEEEEEEEEEEEE''!$ !''2 ProdutionEEEEEEEEEEEEEEEEEEEEEEEEEE'''!0 !'' DistributionEEEEEEEEEEEEEEEEEEEEEEEEEE''2!
7. C3A*T&+ 84 +esearch (ethodology000000000000... 77679
2'!' 8beti5e and Sope of Stud)EEEEEEEEEEEEEEEE''22 2'!'!' 8beti5eEEEEEEEEEEEEEEEEEEEE''EE'2 2'!'2' Sope of stud)EEEEEEEEEEEEEEEEEEE''''''2 2'2' Researh methodolog)EEEEEEEEEEEEEEEE'E'''E2 2'' =imitation 8f the Stud)EEEEEEEEEEEEE'''EEEE''''2"
8. C3A*T&+ 84 *ro:ect 6 SWAT0000.0000000.0000..7168;
'!' About the ProetEEEEEEEEEEEEEEEEEEEEE'2$ '2' Pre Proet PhaseEEEEEEEEEEEEEEEEEEEEE20 '' Primar) PhaseEEEEEEEEEEEEEEEEEEEEEE' '' Seondar) PhaseEEEEEEEEEEEEEEEEEEEEE' '"' *ertiar) PhaseEEEEEEEEEEEEEEEEEEEEEE'$
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<. C3A*T&+ <4 +ecommendations = Conclusions00000.00.....8>6<<
'!' ReommendationsEEEEEEEEEEEEEEEEEEEE'''' '2' 7onlusionEEEEEEEEEEEEEEE'EEEEE''E'''E'
9. C3A*T&+ 14 Appendi0.00000000000000000..<96<;
"'!' Retailor questionnaireEEEEEEEEEEEEEEEEEE'E'/ "'2' Distributor questionnaireEEEEEEEEEEEEEEEE'E''''/ "'' Re audit formEEEEEEEEEEEEEEEEEEEE'E''''''$
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C3A*T&+ 2 Introduction
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?&+?"&W ' T3& "#$%ST+@
$airy "ndustry in "ndia *oda)+ India is *he 8)ster of the global dair) industr)' It offers wide range of opportunities to entrepreneurs worldwide+ who wish to apitali,e on one of the worlds largest and fastest growing mar4ets for mil4 and mil4 produts' *he Indian dair) industr) is rapidl) growing+ tr)ing to 4eep pae with the galloping progress around the world' India has the highest li5esto4 population in the world with "H of the buffaloes and 2H of the worlds attle population+ most of whih are milh ows and milh buffaloes' Indias dair) industr) is onsidered as one of the most suessful de5elopment programmes in the post# Independene period Aording to :DD< and 7risil Researh estimates+ the ountr) produes around +0 ==PD of mil4+ aounting for a fifth of the global output' About per ent of this is retained b) produers (farmers% for household onsumptionJ another ! per ent share is with the unorganised segment' 8nl) !C per ent is proured+ proessed and sold through b) organised dairies urrentl)' 7risil rated 0 firms omprising / per ent of the organised dair) apait) in India' *he organised segment ra4es up re5enues of ₹$"+ rore urrentl)' Indias dair) setor is e>peted to double its prodution in the ne>t ! )ears in 5iew of e>panding potential for e>port to ;urope and the 6est' And at present the 5alue of dair) industr) stands at la4h rores in 2!/' Rising onsumption oupled with better margins in the 5alue added dair) produts (ADPs% are dri5ing the dair) pla)ers to get into the growth and higher profitable traetor)' 7hange in demographis and rapid urbani,ation ha5e resulted into manifold surge in the demand for ADPs'
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*he dair) produts are mainl) ategori,ed into =iquid mil4 and alue Added Dair) Produts (ADP%' =iquid mil4 alone onstitutes about $H mar4et share in terms of sales 5alue and ADP onstitutes of remaining 2$H'
*he abo5e is the ategori,ation of mil4 and its deri5ati5es' Most of the mil4 is sold in the mar4et in the form of raw mil4' And onl) one fourth of it is on5erted into mil4 deri5ati5es'
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Company *rofile About The Company
75
Mil4 Mantra is an Indias first 7 funded agri#business startup' It was founded in August 2C+ it too4 !0 months to raise funding for Mil4 Mantra from 22 Angel in5estors loated worldwide and Aa5ish4aar enture' A dair) 5enture with a prime fous on funtionall) differentiated produts @ le5eraging brand apital for reating sustainable impat' *he Mil4) Moo brand is one of the fastest growing dair) foods3FM7G brands in this part of the world'
722
*he Moo fator) ommissioned in 1anuar) and started funtioning within C months of time' 6ith the prime produt for prodution as mil4' ;thial souring of mil4 started in April with a motto of -?app) Farmers K ?app) 7ows K tra boost to the produt'
727
In 1anuar) 2!2 *rul) Pure Mil4) Moo fresh mil4 and preser5ati5e free long life Mil4) Moo Paneer was launhed in
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728
In 2! :o more
72<
In 2! two maor ahie5ements bagged b) the ompan)' 8ne is aquisition of 6esternland Dair) in Sambalpur area+ whih ga5e its aess to western 8disha region+ 7hhattisgarh and 1har4hand mar4ets' And ompleted suessful 7 series funding and raised funding of 0 rores b) the Fidelit) Growth partners and Aa5ish4ar 7'
729
*his )ear also Mil4 Mantra ontinued the lega) of soial empowerment signing up with leading ban4s @ finanial institutions li4e S
'ast 'acts (il- (antra ($ and C&4
Sri4umar Misra
Corporate 3eaduarters4 Patia+
Appro>imatel) "N
13 | P a g e
,ey 722 'inancial (easures •
Mil4 mantra 2!2#! fisal )ear !0 rore turno5er+
•
2!#! fisal )ear " rores+
•
2!#!" fisal )ear 0 rores' First time ;
Targets 150 crores turnover for 2015-16 fiscal year
?ision 7reating an e>iting+ pure and health) dair) produts brand in India+ whilst reating sustainable impat amongst networ4 farmers # espeiall) in 8disha'
$edication *o emplo)ees+ ustomers+ shareholders+ farmers and the publi
'ocus ?APP FARM;RS K ?APP 786S K <;S* MI=&L K ?APP 79S*8M;RS
ur Basic *rinciple Respet Sta4eholdersO 8ur sta4eholders are our strength
The Wor- Culture Mil4 Mantra is an equal opportunit) emplo)er and pro5ides a ongenial and professional wor4 en5ironment for all its emplo)ees+ with great emphasis on teamwor4' People will be proud
14 | P a g e
and happ) to wor4 here+ no room for pettiness and politis' 8ur orporate go5ernane le5els will be the best+ ensuring our in5estors faith in us is proteted at all times' 6e enourage e>periential learning+ and belie5e in lear delegation of authorit) and aeptane of personal aountabilit)' 6e 5alue the in5ol5ement of our olleagues in bringing the best to our organi,ation in a spirit of understanding+ trust and appreiation of ultural differenes' 6e are open to disussing alternati5e 5iews and build on onstruti5e feedba4'
The (il- (antra Brand *romise – Truly *ure 6e will offer the most pure life to our onsumers 5ia our inno5ati5e produts with the purest ingredients' 8ur dealings with our 4e) sta4eholders will be true#espeiall) for our supplier farmers 6e are here for the people we ser5e in their pursuit of health) li5es' 6e belie5e that happ) farmers leads to happ) ustomers'
Competition eriew Mil4 Mantras maor sales 5olume omes from liquid mil4+ whih alone aounts for $"H of re5enues' Its biggest mar4et ompetitor in this segment is 8MF;D whose sales 5olume is to " times that of Mil4 Mantra+ Its ne>t biggest ompetitor is Pragathi whih is ha5ing almost same the amount of sales in =iquid mil4 ategor)' 7urd is the seond maor soure of inome for Mil4 Mantra+ here in this ategor) ompetitors inlude pan India giants li4e Mother Dair) along with 8MF;D and Pragathi' 7urd is a seasonal produt whih ha5e its sales pea4ed at the time of summer' =assi @
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*roducts
Competitors
Mil4
8MF;D Pragathi
79RD(All arieties%
8MF;D Mother Dair) Pragathi
=assi @
8MF;D Pragathi And small loal brands
16 | P a g e
ourney of (il- and ?A$*4 *he raw mil4 whih is olleted from farmers and till it reahes 7ustomers in form of liquid mil4 and ADP+ it undergoes a three step proess' Souring Prodution Distribution
Sourcing Souring is an initial step in proessing of dair) produts where prourement of mil4 from farmers ta4es plae and this proess ontinues till it reahes the prodution point' Sourcing (ap
Farmers 7olletion Point
2"
*+C&SS4 •
Indi5idual farmers (or% Group Assoiates omes to 7olletion Points and pour mil4 in the litre ontainer ans' *he) get paid aording to the fat ontent @ densit)
•
ontent in the mil4' *here is a double entr) s)stem in whih dail) mil4 ta4en from farmers is noted down both in dail) reords of ompan) and in the boo4 reords of farmers+ Pa)ment is made
•
to farmers one in e5er) !" da)s' Minimum apait) in eah 7olletion Points is about litres' And mil4 is stored in ans of litres eah' *hese ans are transported from 7Ps to
•
5ehiles' In
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prodution plant and the route map of arrier tan4er+
*+$%CT"# Prodution is the seond proess in the ourne) of mil4+ where it undergoes treatment of pasteuri,ation+ and gets transformed to different ADP depending upon the requirements' Produts manufatured in G8P plant areO Paneer • • • • •
Bulk 1000 grams 500 grams 250 grams 100 grams
Dahi • • •
Probiotic Dahi 400 grams Normal Dahi 500 grams (pouch) Misti Dahi (small pack)
=assi
1. !e "or milk pro#uctio! 2. Milk #eri$ati$e pro#ucts pro#uctio!.
(il- *roduction process4 18 | P a g e
•
7olletion of mil4 from tan4ers olletion tan4 (apait) around ! litres% Pasteuri,ation ?omogeni,ation Refrigeration Pa4ing storing in old area
•
Deli5er) for distribution' In the initial stage Mil4 from
•
be separated for liquid mil4 prodution and other mil4 deri5ates prodution' Pasteuri,ation is done then whih helps in 4illing the bateria and for arr)ing
•
pasteuri,ation e>ternal heating soure is used where wood is used as fuel' ?omogeni,ation is a proess where required s4immed mil4 powder will be added or fat will be remo5ed depending upon the requirements' And omposition will be set for
•
•
•
the bath' Refrigeration allows the mil4 to get ooled to its normal temperature+ and then sent to pa4ing' In the Pa4ing proess+ automati pa4ing of mil4 ta4es plae and manual he4ing for defets will be done' *he defeti5e piees will be sent ba4 to prodution' *hen manual loading of pa4ets in old storage will happen'
*aneer *roduction *rocess4 Paneer is produed in fi5e ategories 2. Paneer a'
separate lane for prodution' Mil4 will be solidified b) boiling at 5er) high temperatures+ where then hammering of solidified produt ta4es plae' And the solidified mil4 will be
•
sta4ed up in tight bo>es' *hese sta4ed bo>es are ooled down to 5er) low temperatures and then will be
•
sent for utting purpose' Paneer is ut down to different weights depending upon the requirements and
• •
pa4ed down' Pa4ed paneer will be stored in old storage area and will be out for distribution' Paneer shelf life will be around !#2! da)s'
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ther *roducts production process4
!' =assi 2'
Probioti urd will be prepared b) adding the probioti matter+ made to wait for hours and then sent to refrigeration' And then it is subeted to pa4ing depending upon the required quantit)' Same proess will be followed for normal urd prodution
•
too
DISTRIBUTION %he se&ue!tial steps 'hich happe!s to the pro#ucts "rom the ma!u"acturi!g pla!t till it reaches the househol#s o" retailors or customers is terme# as #istributio!. t is o!e o" the prime step i! our!e* o" the pro#uct.
Steps followed i Dist!i"#tio$ •
+e!erall* #istributio! o" milk starts "rom ,-,.0 PM a!# co!ti!ues till
•
12 -1 /M. Distributio! $a!s are pile# up !ear to Pro#uctio! pla!t b* , PM. ach $a! 'ill be #eli$eri!g to #iere!t #istributors. tarti!g time o"
•
Distributio! $ehicles #epe!#s upo! the #ista!ce o" #istributors "rom • •
the pro#uctio! pla!t. Deli$er* "or lo!g ra!ge #istributors starts o" b* ,-,.0 PM. ach $a! is loa#e# 'ith the &ua!tit* #ema!#e# b* the respecti$e #istributor.
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•
Distributio! "or places i! a!# arou!# sambalpur 'ere take! b*
•
sambalpur pla!t. /!# other places b* +P pla!t. 3po! obser$atio! it 'as "ou!# that each $a! has a! a$erage 'aiti!g
•
time o" arou!# 0-45 mi!utes. !itiall* $ehicles is loa#e# 'ith re&uire# Milk packet u!its a!# the! it
•
is loa#e# 'ith other milk #eri$ati$e u!its. /!# #ri$er is gi$e! the list o" u!its to be #eli$ere# to each
•
#istributio! outlet i! his route map. !ce the $ehicle is loa#e# 'ith u!its. t is agai! cross checke# so
•
that !o mismatch o" #ema!# a!# suppl* takes place. /!# the! the $ehicle is !all* se!t out to #eli$er*.
C3A*T&+ 7 Research Methodology 21 | P a g e
B&CT"?& = SC*& ' ST%$@
b:ectie of the Study *he main obeti5e to ondut this proet is to understand the isting outlets of Mil4 Mantra in
Identif) gaps in sales and distribution area and ome up with implementable solutions'
Identif) new areas for new distributors and inrease the effeti5eness of the
distribution
hannel
22 | P a g e
Scope of the Study *he proet in5ol5es the stud) of mar4et in euti5es and distributors and oming up with solutions whih will redue the gaps in sales @ distribution hannel and helps in doubling the sales within three months (anagerial %sefulness of the Study
*his stud) helps to understand mar4eting researh basi terminologies @ different strategies for different mar4et situation' And the same time in#depth anal)sis of whole distribution hannel and sales networ4' Types of +esearch and +esearch $esign Duantitatie +esearch6 uantitati5e researh generates numerial data or
information that an be on5erted into numbers' 8nl) measurable data are being gathered and anal)sed in this t)pe of researh'
Dualitatie +esearch6 ualitati5e Researh on the other hand generates
nonnumeri data' It fouses on gathering of mainl) 5erbal data rather than measurements' Gathered information is then anal)sed in an interpretati5e manner+ subeti5e+ impressionisti or e5en diagnosti
+esearch (ethodology
*wo questionnaire were prepared to ollet the data from retailors in two phases' Sur5e) has been done out of the ompan) o5ering a wide ross#setion of the
In depth 5olume data is olleted from the mar4et' Responses of the onerned retail outlets had been thoroughl) anal)sed'
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7onlusions had been arri5ed at using the response of the onerned retailors and not on questionnaire alone' Generall) spea4ing+ retailors deal with hundreds of FM7G produts dail)+ and don not gi5e more attention to a single partiular onstantl)' And the main obeti5e of 5isiting all the ompan) retailor outlets+ not onl) aims in reating a 5aluable database but also useful in implementing the same methods for other ities to inrease the mar4et and de5elop re5enues for the ompan)' In this onte>t the questionnaire was not a full)#fledged one and was made with an intention of getting the maor information in short span of time+ as retailers are man) in number (!"%' So the questionnaire used in m) researh was reall) risp and was aimed at getting the required
)imitation of the Study *he sample area and sample si,e are huge+ we ha5e limited oursel5es to ollet main
important data due to time onstraint' Some retailors (respondents% are relutant for their feedba4s @ opinions+ and
authentiit) of their statements ant be 5erified too' All the obser5ation and reommendation will be made on the feedba4 obtained from
sur5e)'
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C3A*T&+ 8 Project - SWAT
25 | P a g e
About The *ro:ect
SWAT 6 B3%BA#&S3WA+
S6A* stands for Speial 6eapons and *atis+ S6A* B euti5e and *wo Summer Internship *rainees'
,ey b:ecties of the *ro:ect4
•
• • • •
*arget to reah litres of mil4 to sell per da) in euti5e present number to !2 in euti5e'
*he proet undergone in four phases' !' Pre proet phase 2' Primar) Phase ' Seondar) phase ' *ertiar) phase'
2. *re *ro:ect *hase4 26 | P a g e
*his phase started from April !0th and ontinued till Ma) $ th' In this phase basi audit of retailors+ C distributors and Sales ;>euti5es is being done' &e) identifiations of how mar4et is being operated+ what is the wor4 of eah S;Q 6hat is the wor4 of eah DistributorQ And ?ow and what retailors sell Dair) produts is arefull) e>amined' In this phase total of / mar4et 5isits had ta4en plae+ utmost are is ta4en in designing questionnaire @ olleting data from distributors+ retailers and sales e>euti5es' Apart from this isit to Gop prodution plant was also ta4en plae whih gi5en the opportunit) to see how the souring+ prodution of dair) produts ours and distribution starts from the plant'
+esults = bserations4 •
Maor prodution ours for liquid+ whih aounts for about $"H of total produts
•
share' Distribution starts from around /#/' Pm in the e5ening and ontinues till !2'# !' Am' *here is an a5erage waiting time of about " minutes for eah deli5er) in the
•
prodution plant' Distribution ours in a manner where the long distane going deli5er) 5ans gets the produt loaded earl) in the e5ening' And short distane tra5elling 5ans gets their
•
produts loaded around !2B! Am' Most of the deli5er) 5ans deli5er the produts to the Distributors b) earl) in the morning+ the deli5er) 5aries from ' Am in the morning to $'#0' Am in the
•
morning depends upon the distributor timing and ourne) route of deli5er) 5an' *he C distributors whom I 5isited in
•
loss for both ompan)+ distributors and retailers' As in summer+ generall) mil4 sales goes down and urd sales inreases for e5er) dair) industr)' *his happened to our ompan) too+ where the sales of liquid mil4 got down to ! per da) from pea4 stage of !0 (during winter% per da) in
•
area' Although there is a signifiant inrease in the sales of 7urd+
27 | P a g e
•
*he main reasons for the draining of liquid mil4 sales an be attributed to !' Seasons 7hange 2' ualit) issues' ' =ate deli5er) issues ' 7ompetitors aggressi5e disount model strateg)' "' Falling le5els of ooperation between
•
(Sales team Distributors%+ (Distributors retailors%+ (Sales team retailors% Due to season hange there is normall) derease in liquid mil4 sales for e5er) dair) industr)+ but beause of ha5ing 2"H retailors are of *ea selling units+ the derease ourred e5en more' 6hene5er there is a late deli5er) or ualit) issues+ this diretl) impated the sales in terms of damage issues+ and indiretl) impated the sales in terms of loss of lo)alt) from ustomers for qualit) issues and unable to ser5e ustomers on the time the) required due to deli5er) issues' And during this stage 7ompetitor Pragathi used the Disount model Strateg) of gi5ing one pa4et free for e5er) ! litre purhase to retailors+ and gi5ing the distribution margin+ retailor margin double than that of our ompan) whih hampered our sales a little+ and the sales 5olume shift from our ompan) to them ta4en plae maorl) during our late deli5er) issues time and during high damage issues time' Falling le5el of interation between Sales team and retailor is one maor thing whih
•
made the sales to see the downward trend' *he le5el of Interation of sales team with retailors+ espeiall) sales e>euti5es is 5er) less' *here are retailors where Sales e>euti5es rarel) 5isits one in one month or two months' And the Sales ;>euti5es who needed to at as a bridge between 7ompan) and retailors are failed to do so' *here were man) omplaints reei5ed from them where some them said S;s seldom respond to their alls' S;s habituated to 5isit onl) some partiular outlets whih are not problemati+ and the real ones whih atuall) needed are are left o5er'
7. *rimary *hase4
28 | P a g e
It is the primar) part of the S6A* team funtioning+ where a team of C members is formed to get ba4 the sales of
Sr GM (Giria
Mishra%+ euti5e *wo summer Interns (Di5)en and Satish%+ in whih 7;8+ 778 and GM sales ats as maor heads in guiding the proet in right diretion' &e) 8beti5es set for the First phase of wor4 areO *o D89<=; sales figures in
• • • •
•
plaed shall also be identified' Addition of new distributors and ta4ing the total distributors ount to 22'
The initial deadlines gien for the each tas- are:
!' Re5alidation and Status 7he4 for 7urrent 8utlets B 2! st Ma) 2' Addition of new distributors B th Ma)' Simplified form of questionnaire is prepared to ollet the information of retailers name+ address+ ontat number+ longitude @ latitude of the outlet+ the produt whih the) 4eep+ regularit) of distribution+ regularit) of sales e>euti5e ser5ie+ potentialit) to 4eep moo sha4es'
+esults = bserations4
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*he dead line for Re5alidation and status he4 for urrents outlets got e>tended b) a wee4+ and ompleted then' Addition of replaement distributors is done with in the stipulated timeline' *he primar) obeti5e is fulfilled along with the identifiation of potential stores for moo sha4es launh •
*otal of 0C! stores got mapped in whih !!/ stores were stopped reei5ed ser5iing from ompan)+ And /0C stores are regularl) reei5ing ser5ie from the ompan)+ (/!N2"% stores are the new stores opened during these !" da) S6A* wor4' ?ere in mapping the stores+ the longitude and latitude of stores data is olleted and reated a whole set of own map ha5ing the information about all stores in area wise+ distribution wise+ ategor) wise' And during mapping retailor information about ontat details+ name+ loation and produts a5ailabilit) in their stores are olleted with utmost are'
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•
8ut of the total 0C! stores $$H aount for 5ariet)+ groer)+ 5ariet) stores' 6here most of the stores ha5e their own free,er failit) to 4eep the mil4 produts' And the remaining 2H aounts for *ea stalls+ where most of the onsumption in these outlets is for their own business use' Generall) in *ea stalls mil4 onsumption dereases during summer season+ and as the retail outlets aount for 2H these stores are onsiderabl) responsible for derease of sales during summer season'
•
*he data olleted is ompiled in the lear format of distributor wise+ Sales e>euti5e wise' It gi5es the detailed information about how man) stores eah Sales e>euti5e is handling' ?ow man) stores eah distributor is handling and how man) 5ehiles he is using to ser5e the retailors' *he number of ser5iing+ non#ser5iing and new stores under eah distributor is also learl) mentioned in the lear table'
•
And from the data olleted it is lear that some distributors are o5er onstrained and some distributors are underutili,ing their apait) of 5ehiles for deli5er)'
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8. Secondary *hase *his phase of wor4 is from 2! st Ma) to !" th 1une' In this phase team mainl) onentrated on branding the unbranded stores+ opening and identifiation of new potential outlets+ Identifiation of new areas for new distributors+ impro5ing the ser5ieabilit) of sales e>euti5es to the retailors'
,ey b:ecties set for Secondary phase are O
•
Potential stores need to be identified while 5alidating e>isting stores
•
7olour oding of the Sales ;>euti5e routes in Google Maps
•
Appointment of Replaement Distributors
•
and new distributors
•
Produt 7ategor) Displa) Design and order for !" boards
•
Identifiation of new " potential outlets'
•
•
8n#boarding of " :ew S;s'
Timeline set for these activities areO
%&tio ite's
(e!so
De)dlie
!esposi"le
3Re pl ac e me ntDi s t r i but or s
Ras hmi
4Ne w Di s t r i but or s
Samar pan& Ras hmi
Va l i dat i ngr e mai ni ng250out l e t s
SWATt e am
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%&tio ite's
(e!so
De)dlie
!esposi"le
Pr oduc tCa t e gor yDi s pl a yDes i gn
Kal yaniSi r i s ha( KS)
Pr oduc tCa t e gor yDi s pl a yBoar ds
She s as i s hSi r&KS
Ne w out l e t s [ 45 050 0]
SWATt e am
31 1s t or e sbr andi ng
Subhas hi s h
13 50s t or e sSe r vi c e dwi t hSunpac ks +Pr oductr ang e
SWATTe am
Br andi ng13 50s t or e swi t hDe al e rboar ds
SWATT e am
Onboar di ngof5Ne wS E’ s
She s as i s hSi r
Re a udi t1 350s t or e swi t hvol umedat a
SWATTe am
+esults = bserations4
•
Identifiation of new potential outlets of "0 got ompleted b) 1une ! th'
•
isting and new outlets ompleted b) 1une !2 th'
•
*here is a dela) happened in identifiation of new distributors and the wor4 is still pending'
•
8n board of required number of sales e>euti5es is )et to get ompleted .
•
9pon from the starting of the proet the sales inrease marginall) b) !2H+ where the dail) sales 5olume inreased to !" litres of mil4 per da) from ! litres'
•
For opening and identifiation of new outlets+ S6A* team 5igorousl) went to eah and e5er) possible routes of
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•
*here happened a maor issues with the distributor regarding pa)ment in some areas+ whih resulted in remo5ing some distributors and temporaril) stopping sto4 release to some distributors till the issues got resol5ed'
•
And one maor obser5ation whih found was Sales e>euti5es found less moti5ated in wor4ing for long hours and in o5ering man) retailers'
•
7ompared to a month before+ now a proper database of retailers and distributors is formed'
•
*here needed to set a proper wor4ing format for the sales e>euti5es
•
Although branding is done for most of the stores+ the 5isibilit) of design boards is 5ague in some retailor outlets'
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;5en though the new potential outlets got identified+ the rate of on5ersion of being mil4 mantra outlets will be not as high as e>peted beause+ some stores will be relutant to 4eep our produts' euti5es and distributors with oordination' ;5en though S;s opened some new outlets to the distr ibutor+ the distributor stopped deli5ering to them siting issues of long distane and margin issues with the distributor' *here needed to be a proper inrease in the no of deli5ering units for eah distributors as the sales are going to shoot up as e>peted b) August' S;s needed to 5isit the retailors regularl) one in a wee4 at least to 4eep tra4 of the sales 5olume what the) are ta4ing and the reah of information about new shemes to them'
<. Tertiary *hase4 *his phase starts from !"th 1une and ends on th August' *he main theme of this phase is to do the re5alidation of total !" outlets (both e>isting and potential%+ where the re5alidation onsists of getting the indi5idual 5olume data of ompan)s eah dair) produts from retailors+ 4now the branding status+ sales pattern+ reah of information about new shemes to the retailors+ ser5ieabilit) of sales e>euti5e and the distributor' And redesign of ob desription and areer path for sales e>euti5es' ,ey b:ecties set for Secondary phase are O
•
alidation of !" outlets b) the end of 1une'
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•
Design of proper areer path for sales e>euti5es
•
Redesign of dail) ob routine of sales e>euti5es'
+esults = bserations4 •
As far as m) part of wor4 in Subhash Mondal (S;% area is onerned+ imum to the ustomers'
•
Reah of 8ur new sheme in Sales ;>euti5e Subhash Mondal area is good+ where almost $H of ustomers are enrolled for our sheme'
•
And the potential outlets whih enrolled in the seond phase are )et to start their ser5ie+ And the old stores whih stopped ta4ing ser5ie from our ompan) are )et to get ser5ied So the e>peted hange in the sales 5olume is not ourred+ it is going to ta4e some time to reah the target of doubling sales'
•
As the Sheme -Moo peted a raise of sales b) at least !"#2H' And if the old stores and new stores gets started funtioning+ the sales will rise to the 5olumes of our initial targets'
•
7onduted a speial audit in Subrat area (S;%+ where we found that the reah of new sheme is 5er) low in Shaheed :agar area' And most of the stores are reall) interested in the sheme+ so there needed an immediate 5isits b) our sales e>euti5es in that area to get ba4 the sales into tra4' And there were man) omplaints about him too regarding the ser5ieabilit)'
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C3A*T&+ < Recommendations& onclusions 39 | P a g e
S6A* teams primar) obeti5e of doubling the sales in
+ecommendations4 :ow Mil4 Mantra onsisted 2"H of the retailors are of *ea sellers+ so during the winter season their sales dereases e5entuall) resulted in the derease of our ompan) sales' So now prior are needed to be ta4en in opening new outlets+ where targeting restaurants or 5ariet) or groer) stores is more suitable rather than targeting *ea stalls' During summer season tr) to maintain timed deli5er) to redue losses due to damage' If the damages are less+ lo)al ustomers also inreases and whih e5entuall) reflets in the final sales 5olume 6hene5er our ompetitors follow prie 4illing strateg) or disount model strateg)+ it is 5er) important to maintain timed deli5er) and less damage of mil4' *his helps in seuring our mar4et share' If our relationship with outlets is good then their strateg) annot effet our sales+ so Sales e>euti5es needed a maor role in this 4ind of senarios
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•
During summer it needed to be seen that e5er) retailor is ha5ing proper free,ing equipment for 4eeping the mil4+ If that doesnt happens tr) to see in pro5iding them with the thermool bo> depending upon the sales number'
•
*here needed some impro5ements in the wor4ing st)le of sales e>euti5es+ where the) needed to attend problems of eah and e5er) retailor equall)' And tr) to stri5e for ero omplaints
•
*o ahie5e the target of litres of mil4 per da) sales in
•
Data olleted from retailors needed to be 4ept safe+ and see that it ne5er falls into the wrong hands+ whih might ad5ersel) affet the ompan) if happened'
•
Some of the distributors are o5er onstrained with the number of retailors whih the) are ser5ing+ it is highl) ad5isable for them to addition of new deli5er) units for deli5er) purpose'
•
As per the ompan) norms we annot hange the distributor ost prie+ so enhane ompetition among the distributors+ differential margin strateg) an be implemented for the growth of sales' 6here in this method if the distributor orders for (!H or 2H more% sto4 than its pre5ious month a5erage+ he will be reei5ing some additional units as free' It will indiretl) boost the distributor to searh of new business for him+ whih helps in inreasing the sales of the ompan)'
•
*here needed a proper he4 in the amount of damage quantit) that the distributor is demanding' It helps in reduing the losses of the ompan) from damage issues'
•
6hile adding new distributors it is ad5isable to ma4e them to need 2+ da)s of sales 5olume mone) as seurit) deposits' *his gi5es a mutual ad5antage of not stopping indent to distributor during mismath of pa)ments or late pa)ment issues' <) stopping the indent in partiular region on a partiular da) both the ompan) and distributors are losing' For mutual gain it is good to ha5e them seurit) deposited with little high
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amounts during the initial da)s itself' 6e an re5ise the poliies if needed in the future' *here needed a redesign in the present wor4 of the sales e>euti5es+ their wor4 needed in suh a wa) that all of them oriented towards a ommon goal' So here are some reommendations for the things to implement in S;s dail) routine life'
!' / steps of SuessO *he si> steps of suess that needed to be implemented in I% 6ell#groomed before going to the wor4' II% Gi5e ! H effort in the field' III% tra efforts sometime the) will be in a position to handle it' % euti5e followed those measures e5er) da) he puts a ti4 mar4' And at the end of the da) the no of ti4 mar4s he got in a partiular da) an be ompared to the pre5ious da) performane to ha5e a he4 on his impro5ement' *he measures inlude 7ustomer satisfation+ 5isits to the presribed number of stores in a partiular da)' ' Standard operating proeduresO *here needed to a put a speial standard operating proedures that needed to be followed b) the sales e>euti5e e5er) without fail' Some of the S8Ps are O I% Dail) 5isits to at least retailor outlets a da) and ta4e the indent data without fail from the retailor' *o ha5e a follow#up on this ati5it)' S;s will be sti4ing a Moo poster in e5er) retail outlet+ whene5er a S; 5isits the retailor he
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puts the date of 5isit on the sheet' So ompan) sales team an do surprise 5isits to retail outlets to find out how frequent the S; 5isits to them' <) getting the Indent from stores+ S;s an 4eep a tra4 on the sales 5olume of eah stores+ this also helps in building relationships with the retailor' II% isit the distributors dail)+ if he handles multiple distributors and the) are far awa) from eah other+ he needed to manage them at least one in 2 da)s' III% *a4e the indent from distributors before $ PM e5er) da)' I% Get to the field earl) in the morning and finish the wor4s b) !! AM+ in the morning session he needed to onentrate on resol5ing issues of retailers+ distributors' And if required do the sto4 sharing to ha5e minimum loss of sto4 damage' % Plan 5isiting stores dail) in the afternoon session+ whih needed to be between #$ PM+ if required he an omplete some of the stores in the morning session too' 6hile going to the stores he an build relationship with the retailors and as well as deli5er information about the new shemes that ompan) is introduing and an wor4 for inrease of sales in their outlets' I% Send the indent reports of retailors to ASM or Mar4et Manager one in a wee4' ' Inenti5e performane ardsO Inenti5e performane ards are the measure of relati5e performane ards of the S;s' In this sheme whene5er the ASM or Mar4et Manager 5isits the mar4et of a partiular Sales ;>euti5e+ if the) find the performane of the S; to be satisfator)+ the) gi5es an appraisal ard to him' So for e5er) month the no of ards reei5ed b) S;s are 4ept on tra4+ and top performers will be gi5en the hane of deent appraisals' *his stimulates health) ompetition among the sales e>euti5es and at the end results in the final obeti5e of inrease of sales' "' 7areer Path IdentifiationO Most of the S;s dont ha5e a lear idea about what is the ne>t role the) might get promoted toQ ?ow muh time it needed to get the promotion' So a proper areer path needed to be defined for them'
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2ales 05ecuti $e
2e!ior 2ales 05ecuti $e
%eam lea#er
Market Ma!ag er
/rea 2ales Ma!ag er
*he abo5e mentioned diagram represents the areer path of the sales e>euti5e' Proper time period of eah stage need to be told to the S;s' And the responsibilities at eah stage also needed to 4now to them' If required some additional trainings also needed to be gi5en to them at regular inter5als of time'
/' All detailed information about eah and e5er) produt needed to be 4nown to the S;' ?e needed to 4now the ad5antages of the produt and wh) it is pried at that rate' So when a S; 4nows about the produt learl) he an learl) e>plain it to the retailor with ease'
C#C)%S"#4 S6A* team main obeti5e of doubling the sales of
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and stri5e towards the goal of doubling sales in peted+ so the final results also getting dela)ed'
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C3A*T&+ 1 A!!endi"
+etailor Duestionnaire 1. 6h* choosi!g Milk Ma!tra7 2. Prot margi!8 ho' much satise# are *ou7 6hat is competitor9s prot margi!7 . People9s pre"ere!ces7 4. 6hat is a$erage #ema!# o" milk ma!tra pro#ucts : competitor9s pro#ucts i! *our shop7 46 | P a g e
5. ,. ;. =. >.
/re the people mo$i!g to'ar#s milk ma!tra pro#ucts7 6h* choosi!g this #istributors7
'ell as i! a mo!th. 10. 6h* people te!# to choose Milk* moo : !ot others (ma* be a customer &uestio!) 11. /!* complai!ts o! &ualit* o" milk recei$i!g7 12. /re the pro#ucts getti!g #amage# i! the earl* stage itsel" or #uri!g the course o" #a*7 1. Di# *ou completel* k!o' about the be!ets that Milk ma!tra pro$i#e to *ou7 14. s there a!* i!curri!g to *ou o! a!* particular #a* ust because o" Milk Ma!tra pro#ucts7
$istributors Duestionnaire 1. 6h* choosi!g Milk Ma!tra7 2. Prot margi!8 ho' much satise# are *ou7 6hat is competitor9s prot margi!7 . People pre"ere!ce i! this area7 4. /re the people mo$i!g to'ar#s milk ma!tra pro#ucts7 5. .
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8. The uestionnaire format used for initial mapping and final alidation of
retail outlets
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