Distribution Coverage Status of ITC &

Unique Outlet Billed (UOB) IN

BANSDRONI AREA

STUDENT NAME : MD JAFAR SHARIF

COLLEGE : EIILM, KOLKATA
PROJECT GUIDE : SAKET KANDOI
PROJRCT MENTOR : SANDIPAN MAJUMDAR
Introduction
 ITC was formed on 24 August 1910 under the name of
Imperial Tobacco Company of India Limited
 In the 1970s, it diversified into non-tobacco businesses
 In 1974, the company’s ownership Indianised and the name
of company changed to ITC Limited (Indian Tobacco
Company)
 Industry: Conglomerate
 Headquarters: Kolkata, West Bengal & Bangalore, Karnataka
 Key People: Y.C Deveshwar (Chairman) & Sanjiv Puri(MD)
 Businesses: FMCG, Hotels, Paper Boards, Agribusiness & IT
ITC Brands
Objective

 Increasing outlet coverage in the assigned WD’s territory

 To improve sell-in for Spices in the assigned territory by

conceptualizing innovative display/visibility solution and
set-up a deployment process

 To improve the range selling of Bingo portfolio, thereby

increasing UOB of POTATO Chips and MA
Research Design

 Type of research – Descriptive Research

 Type of data – Primary Data and Secondary Data
 Sample design – Simple random sampling
a. Population – All the retailers who were selling ITC’s
Atta, Spices, Snacks & Biscuits in Bansdroni Area
b. Sample Frame – No Sampling Frame
c. Sample Technique – Purposive sampling
d. Sample Size – 410
 Instrument of data collection – Structured Questionnaire
Coverage
LISTED COVERED NOT COVERED NEW TOTAL

355 342 13 55 410

87% 83% 4% 13% ***

Findings:
•Pre-judgment of outlet potential
•Low range ordering of retailers
•55 new outlets added

Suggestion:
 Visit all the outlets
Reasons- Good availability of ATTA(kg)

AASHIRVAAD GANESH TOTAL

27584 10816 38400
72% 28% 100%
Findings:
• Consumer preference
• Schemes for retailers & Wholesalers
• Brand name
• Quality
• Return policy

Suggestion:
 Focus on Aashirvaad Multigrain & Select Atta
 Provide schemes on Multigrain & Select Atta
Reasons- Low availability of Spices(kg)
AASHIRVAAD EVEREST SUNRISE DUTA TOTAL

1285 1018 1660 1386 5347

24% 19% 31% 26% 100%

Findings:
• Same schemes to all Retailers
• Less consumer awareness
• Not sold in small packets with hangers
• No paid shelf/displays
Suggestion:
 Offer high bonus target to Retailers
 Provide in small packets & hangers
 Pay for display
Reasons- Low availability of Snacks
(Chains)
Mad Angle Tedhe- Kurkure Too Total
Medhe Yumm
464 344 732 396 1936
23% 18% 38% 21% 100%

Findings:
• Ordered SKUs not available every time at WD
• ITC don’t pay for display
• “Too Yumm” pay for display
• Less ready stock selling
Suggestion:
 Maintain availability of stock at Distributor Point
 Pay for display
 Increase ready stock selling
Reasons- Low availability of Potato
Chips(Chains)
Bingo Lays Uncle Chips Pran Total

292 1439 46 249 2026

15% 71% 2% 12% 100%

• Low consumer preference

• Less advertisement
• Replacement issues

Suggestion:
 Build brand awareness
 Provide replacement for damages
Reasons-Low availability of Noodles(Pcs)
Yippee Maggi Top Chings Total
Ramen
38324 66570 1119 2572 108585

35% 61% 1% 3% 100%

• Maggi is top selling brand

• High popularity of Maggi

Suggestion:
 Provide gifts to retailers
 Offer high bonus target to retailers
Reasons- Low availability of Biscuits
(Cases)
Sunfeast Britannia Parle Bisk Total
Farm
547 1278 281 1226 3332

17% 38% 8% 37% 100%

• Less consumer preference

• No sample testing to retailers

Suggestion:
 Build brand awareness
 Provide sample testing to retailers
Reasons- Brand Preference
( Pref. Scale : 1….6)
Customer
Availability Price Profit Scheme CP
Preference
657 1275 1910 822 1472 2263

I III V II IV VI

Suggestion:
 Build consumer awareness
 Provide high profit margin
 Maintain stock availability at Distributor Point
 Follow up the delivery record
Reasons-Why don’t sell ITC’s Spices & Snacks(
Pref. Scale : 1….6)
Price No Reg. No Cr. Del. No No
Fluc. Visit Replcmnt. Issue Issue Demand Space
122 182 142 223 84 53 93

IV VI V VII II I III

• Less consumer preference

• Not sold in small packets
• No paid display

Suggestion:
 Provide scheme to Retailers
 Provide in small packets & Hanger
 Pay for display
Frequency of Visit
ITC PEPSICO SUNRISE NESTLE BRITANNIA
WEEK 378 221 288 368 284
FORTNIGHT 2 1 1
MONTHLY 1
NO VISIT 32 187 122 41 124

• Salesman don’t leave Distributor Point on time

• Excess outlets in some beat
• Dispute with Salesman
• Low range ordering by retailers

Suggestion:
Leave Distributor Point for market on time
(at 9:15 A.M)
Reason-Good In-shop visibility
ITC PEPSICO NESTLE SUNRISE BRITANNIA
911 1103 1238 1303 1428
I II III IV V
ITC : 1st
Britannia : 5th

Findings:
• ITC provide display for Biscuits & Noodles
• ITC also provide display for PCP Products
• Nestle provide display for “Maggi”

Suggestion:
Provide Spices small packets with hanger
Provide display for Spices to the retailers
Reason-Low visibility of Spices
AASHIRVAAD DUTA EVEREST SUNRISE
SHELF 123 84 101 117
EYE 73 49 222 292
NOT EYE 162 124 25 11
BRAND CHAIN 47 9 2908 5617
HANGER 451 873

• Sunrise & Everest provide hangers

• No hangers provided by ITC
• No placards at outlets
• No paid shelf
Suggestion:
Provide small packets with hanger
Provide placards for Spices
Pay for display to the retailers
Delivery Status
ON LATE ODD DAMAGE BEHAVIOUR NO
TIME TIME DELIVERY
212 131 25 0 2 12

• Lack of manpower
• Delivery boy absent
• Ignorant behavior of delivery boy
• Leave Distributor Point after 10 A.M for
delivery
Suggestion:
Recruit 1 delivery boy
Call the retailer if outlet is closed
Ensure proper goods handling
Leave Distributor Point at 9 A.M to 9:15A.M
Findings
 Pre-judgment of outlet potential
 13 outlets not covered
 55 new outlets added to the list
 Aashirvaad Atta is market leader
 Good brand name
 Spices has opportunity to growth in market
 Late & no delivery in many outlets
 Excessive burden on Salesman to cover all outlets
Findings
 Consumer preference for Atta
 Schemes to retailers for Atta
 Same schemes to all Retailers for Spices
 Less consumer preference for Spices
 Spices are not sold in small packets
 No paid shelf/displays for Spices
 Replacement issues
 No sample testing to new retailers
 Products consumed by all age group
Observation
 Ordered SKUs not available every time
 Due to high rate of Atta, many retailers and
wholesalers bring Atta from Wholesale market
 Same schemes for retailers & Wholesalers on Spices
 Salesman don’t get enough order value due to late or
no delivery
 Palmtop (Vajra App) is not updated with available
stocks
 DS don’t leave WD on time
Observation
 No hangers provided (Snacks & Spices)
 ITC don’t pay for display (Snacks & Spices)
 No placards at outlets (Snacks & Spices)
 Less advertisement
 Lack of manpower for delivery
 Delivery van leave WD after 10 A.M for delivery
 Ignorant behavior of delivery boy
Recommendation

 Provide schemes on Spices to Wholesalers

 Provide Spices in small packets with hanger

 Pay for display for spices

 Maintain stock availability at WD

 Build brand awareness

 Provide placard at outlet for Spices & Snacks

Recommendation
Provide replacement for damages
Follow up the delivery record by Area Executive
Leave WD on time( At 9:15 A.M) (Salesman & Delivery
boy)
Avoid late delivery & No delivery
Deploy 1 delivery team
Call the retailer if outlet is closed (for delivery)
Achievements
 Found 55 new outlets
 UOB Revenue- ₹1,12,000
 Food product selling
 Order taken at the time of adding new outlets
 Ensure delivery status
 Follow up new outlets
 Promoted newly launched product- Mad Angle Fillos, Mad
Angle Very Peri Peri and Candyman Crunchy
 Merchandising
Conclusion

 Aashirvaad Atta enjoys a strong image among the

customers & consumers
 Sunfeast Dark Fantasy, Farmlite and Moms Magic has
popularity for both taste and quality
 Aashirvaad Spices has opportunity to grow in the market
 There is a potential chance for the Distributor to increase
the market coverage
 The Distributor was not very efficient in order delivery
 ITC has a good image in the market for its quality
Conclusion

 Lays is present in the market for a longer time. Lays

scores on flavour while Bingo is crunchier. Right now Lays
has the upper hand but Bingo has a good thing going
with new and innovative products like 'Mad Angles' and
‘Tedhe Medhe’
 There is a need to put the image of Bingo product in the
mind of customers before they come to purchase at shop