Presentation on

Prepared
by
Govinda Agrawal
 Title of the Project

Detail Study of Distribution System at Raipur

 Introduction
 Distribution is a base for FMCG
industry.
 Project focuses on the distribution
system of RAIPUR
 Study done with help retailers,
distributor & superstockists.
 The study revelad a lot of things
dicussed later.
 Objective
1. To study the distribution system.
2. To find out the brand awareness.
3. To forecast the sales of the distributor
and track the work of the salesman.
4. To study the marketing mix.
 Company
 Surya Food & Agro Ltd. Was incorporated in nov
1992.
 Started selling biscuits under brand PRIYAGOLD
in oct 1993
 Tag Line ‘haq se mango'
 Third largest in biscuit industry.
 Three plants located at Greater Noida, Luckhnow
and Surat.
 Diversified to Fruit Juices & Carbonated drinks.
 Coming with choclates toffee & candy.
 Name
Products
Variety Available Pack size( in gm) Pack size( in Rs)

       

Plain 60,100,230 5,10,20

Butter Bite Badam Pista 50,100,250(ATC pack) 5,10,25
Nice 50,175 5,15
Cashew 50,100,250(ATC pack) 5,10,25
       

Classic Cream Elaichi 83,175 5,10

Choclate 83,175 5,10
Orange 83,175 5,10
       
Butter 5,10
Kids Cream Strawberry
75,150
75,150 5,10
Choco-Vanila 75,150 5,10
       

Marie Lite   75,150,250,350 5,10,15,20

       

Bourbon Cream   100,200 5,10

 Smiley Cream   83,175 5,10

       

CNC biscuits   14,30,60,120 1,2,5,10

       

Snacks zig zag   60,120 5,10

       

Cheese Cracker   60,120 5,10

       

Cheez Bit   75g ATC,180 JAR 15,25

       

Chatpatta Jeera Top
Cashew
250 ATC
 
25
 
       

Big Boss   75,150 5,10

       

Magic Gold   75,160 5,10

       

Coconut Crunch   16,40,75,150,350 1,2,5,10,20

       

Don Glucose   39,63,83,200 1,2,4,10

       
Products…
Methodology

First phase: Understanding the

process of the company.
Second Phase: Studying the markets
with the help of salesman.
Third Phase: Data collection and
analysis.
 Distribution system

SNo./ Zone Raipur Bilaspur

1 Raipur Bilaspur
2 Dhamtari Korba
3 Mahasamund Ambikapur
4 Durg Raigarh
5 Kanker Janjgir
6 Bastar Baikunth
7 Dantewada Jashpur
8 Jagdalpur Kawardha

Zonal Division in Chhattisgarh.

 At Raipur
Name of the distributors Beats
Classic Agency 2
K.D Sales 2
Nagwani Agencies 1
Kumud Agencies 1

 The study was done with one distributor CLASSIC AGENCY, as

other were not functioning well.
 Each beat consist of 6 areas , which are covered in 6 working days
of the week (Monday –Saturday).
 One salesman look after the one beat.
 Margins SS- 5%, DIST- 7%, RETAILER-= 12%-25%
 5 salesman working with SS on company payroll.
 Distributor has its own salesman depending upon the beats
allocated.
 Mode of Payment is CASH.
 Factory/Warehous
e
Super Super Super
Stockiest Stockiest Stockiest

Distributors Distributors Distributors

Retailers Retailers Retailers

CONSUMER
Data analysis Distribution

• Questionnaire
• DATA (40)
• Correlation used to find the elation between AVG SALES &
PAYMENT MODE.
• Data was collected for 200 retailers 49 were rejected as they
were outliners.
• All kind of retailers were surveyed (panwala to a wholesaler.)
• Retailers were dealing with different type of consumer segment.
 Analysis…
Variants v/s Avg sales
Payment mode
Cash Credit

All;
Limited; All Cash, 
64688
18151 Limited 30277

Credit, 
52562

“Note: ALL means what the retailers keeps

with him is available all the time” 65% of retailers buy more when option of
credit is given.

If ALL variants are available

sale is more.
 Brand awarness
• Same questionnaire used.
• DATA (49)

Taste
Quality WHYBRAND

40
35
30
25 Taste
%age 20 Promotion
15 Range
10 Quality
5
0
Quality  Range Promotion Taste  1
 COMPETITORS

6%
11%
36%
Britania 
Parle 
Anmol
Raja 

47%

PACKSIZE

13% 3%

45% Rs 5
Rs 10 
Rs 20
Family pack 
39%
Sales forecasting
Methodology:
•Forecasted the sales of the month MAY
•Collected data from distributor of last two months
sales.
•Talked to retailers and distributor to understand
the consumption pattern of the consumer in the
month of MAY.
•Two methods used
•If credit was given
•By Increasing the width and depth of products.
 Tracking System
A system for tracking salesman and distributor.
Methodology:
• Studied the work of salesman.
• Talked with distributor and SS what they want.
• BEAT PLAN
• TRACKING
 Marketing
Product:
• A lot of Varieties but can be increased
• Quality is good (as found in survey)
• Taste matters a lot as biscuit is known by its
taste.
• Brand Name EG. BUTTER BITE
• Packaging and Sizes
• Return policy.
 Marketing…
PRICE:
• Pricing strategy is good according to the weights.
• Offer packs
• Works on CASH basis.
• SS gives credit period to DIST & DIST to some retailer
PLACE:
• Good presence in the country (south and far east).
• Packaging problem.
• Company frequently changes the system.
 Marketing…
PROMOTION:
• Promotion was done when the brand started.
• Very less ground promotion.
• No posters, banners, calendar, caps etc.
• No signboard to DIST. & SS.
• KARISHMA KAPOOR brand ambassador.
• ADs don’t have connectivity.
• Sales force are not trained.
• No visits from the company.
 Competitors
Industry is dominated by BRITANIA followed by PARLE.
Here I will also compare the PRIYAGOLD on every point.
ANMOL:
• Well known brand.
• Distributor work on a credit basis.
• Distributor has to make advance payment to the company.
• Delivery is in next working day.
• Company personnel visit the distributor.
• Company organizes yearly meeting of SS and Dist which is
paid by the company.
• Don’t distribute posters as much.
• Schemes are regular.
 Competitors…
BRITANIA:
• Market leader with 108 products.
• Distributor work on a credit basis.
• Distributor has to make advance payment to the company.
• Delivery is in next working day.
• Company personnel visit the distributor.
• Company organizes yearly meeting of SS and Dist which is
paid by the company.
• In case of marketing company is in top position they regularly
distribute poster and banners.
• Schemes are regular.
 Limitations
• Work is done with one distributor and SS, as
other distributor were not functioning well.
• Surveyed only 200 retailers.
• Retailers responses may be wrong and biased.
• Mainly worked with salesman.
• No mentor at the field.
• Work was done with the help of the dist & SS.
 Recommendations
• Credit should be given.
• Promotion should be increased.
• Company don’t bother about the retailers, dist. & SS.
• Company don’t paid for any meetings.
• Packaging part should be improved.
• Company personnel should visit DIST & SS.
• Allowances are very less.
• Frequently change in the system.
• Should promote glucose biscuit.
• Presence in organized sector.
Open for
Queries