SUMMER INTERNSHIP REPORT

Conducted at

Cavinkare Private Limited

On Project

CREATING VISIBILITY OF INDICA EASY at UBO Outlet

Submitted to
Malaviya National Institute of Technology, Jaipur

In the partial fulfillment of requirements for the award of

Degree of Master of Business Administration Session [2018-20]

Submitted by
ANIKET KOUTU
2018PBM5253

DEPARTMENT OF MANAGEMENT STUDIES MALAVIYA

NATIONAL INSTITUTE OF TECHNOLOGY, JAIPUR
RAJASTHAN- 302017

1
 Cavinkare Private Limited.

Laxmi Nagar, New Delhi, Delhi 110092

Project Report On

“CREATING VISIBILITY OF INDICA EASY AT UBO

OUTLET”
Under the supervision

Of

ASM-AMIT SIROTHIYA

Submitted By

ANIKET KOUTU

Location – JAIPUR Territory

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VISION

“We shall achieve growth by continuously offering unique products and services
that would give customers utmost satisfaction and thereby be a role model.”

The company’s long term vision is to emulate and better the achievements of
the past. Thirteen major brands form a part of
the CavinKare umbrella today. The company has a robust presence in India. In recent
years, there has also been an expansion drive into overseas markets which has resulted in
successful ventures.
CavinKare’s goal is to remain the preferred choice for customers at home and in every market,
besides operating with conviction and leading certain chosen sectors for innovation. In
summary, CavinKare aspires to be remembered as synonymous with excellence.
j

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 ACKNOWLEDGEMENT

I own my deepest gratitude to our project guide Mr Amit Sirothiya - ASM, RAJASTHAN
who took keen interest on our SIP work and guided us all along, till the completion of our SIP
by providing all the necessary information for developing a good system.

I also extend my thanks and gratitude to:

Mr. Shiv Kumar – TSO Jaipur , Mukesh Kumar,Guru Prasad, Nand Kishor RSSM Jaipur
for their help and assistance during my training, without them it would not have been possible
for the project to take its final shape. Apart from above and on behalf of my team mates I
would like to extend my sincere thanks to the entire staff of Cavinkare pvt. ltd for their help
and support.

To extend my sincere gratitude and thanks to my friend and faculty for their help and assistance during our
training, without whom it would not have been possible for the project to take its final shape. I would like to
extend my sincere thanks to the entire staff of Cavinkare for their help and support.

I am thankful to DMS MNIT JAIPUR and specially our management department that has provided me the
opportunity for carrying out the study. It is a moment of pleasure for me to acknowledge the help and
support for those who made me able to present this report for evaluation of “MASTERS OF BUSINESS
ADMINISTRATION”

Further, I extend our earnest thanks and gratefulness to my internal guide Mr Divesh Kumar DMS Mnit
Jaipur for her precious guidance and mentoring.

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OBJECTIVE OF THE PROJECT
  To understand the RURAL AND URBAN market in JAIPUR
 
 Complete UBO target
 
 Carrying ready stock of INDICA Easy and Mini
 
To study the consumer behavior and buying pattern

DETAILS OF WORK ASSIGNED

TASK 1
 
 To understand TSO role in the organization
 
To understand RSSM Roles in the organisation

 
Understand the market

TASK 2
 
 Distributer working
 
Product- Hair Color

 
RSSM Goal Sheet

 
TSO Goal Sheet

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 KEY OBSERVATION AND FINDINGS

.
 
MARKET OBSERVATION


 
Market has great demand of personal care product which would lead to achieve higher targets
 
 Here in personal care business market demand shoot up in summers
 
Different market has different acceptance of product


 level of consumers residing at the particular
Its depend upon the income
geographical location
 
 We as Cakinkare basically focus on lower income level audience
 
Acceptance of chik Shampoos could be seen moreover in semi developed and rural areas.

 
INDICA Hair dye is also our running product

 
 Acceptance of Talcum powder is less in retailers
 
 Our products have Unique Value preposition in the market we have Loyal
 
Importance of face value

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 
 UBO ( UNIQUE BILLED OUTLET)


 UBO means unique billed outlet whereas according to company norms a  FF/RSSM should
billed to the new 480 outlet within a quarter with product Chik and INDICA
 
Minimum billing should be more then 350

Total UBO UBO- UBO- FF

AMName TSOName UBO Target Bill Bill UBO% UBO% Count
AMIT Ankur Jain 1712 1440 1700 1011 118% 70% 3
SIROTHIYA
Avinash Khadaria 1564 1440 1558 663 108% 46% 3
Aniket Koutu 2251 1440 2226 1208 155% 84% 5
Prem Narayan
Pareek 1046 2400 1005 567 42% 24% 5
Punit Kansara 1066 960 1066 819 111% 85% 2
Roopesh Mathur 648 960 520 368 54% 38% 2
Sanjay Panjwani 1439 1440 1430 1195 99% 83% 3
Santosh Kumar 567 960 509 249 53% 26% 2
Shiv Kumar Sharma 2187 3840 2187 643 57% 17% 8

AMIT 1248 1488 1220 6723 82% 45% 31

SIROTHIYA 0 0 1
Total

 
 Total UBO target for JC13 was 2251
 
1440 UBO was targeted by FF

 
84% was our total percentage of UBO targeted


84% total market done I covered 42% of the UBO of INDICA MINI AND
From this
EASY.

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  
 OUTLET COVERAGE

 
 Worked In 3 different market location in Jaipur
 
 wholesale market handled by RSSM Mukesh Kumar

 
 Urban market under Guru Prashad,Nand Kishor






 
MAJOR LEARNING’S

Major learning while completing my report was :

 
 Distributor working
 
TSO work and obligations

 
Field force management

 
How to compete in the market where demand of your product was low.


 
 LEARNING
 
 TSO Roles in the organisation
 
 RSSM roles in the organisation

 
RS Roles in the organisation

10

8
  
 claims submission of expired products
 
 Scheme Calculation

 
 Understanding competitions working

 
 Product – knowledge

 
 Primary sales

 
 Eco

 
 TLSD

 
 Beat planning

 
 Sales call process

 
 Sales call process opening the call

 
 Display & Merchandising

 
 Objection Handling

 
Distributer working

sales of INDICA easy based with other variants.

2 INDICA Easy
1.5 H.Color
1
INDICA 10Min
0.5
in

0
INDICA Hair Dye
monthly
SALE SALE SAL ESA LE SAL ESA LESA L ESAL ESA LE SAL ESA LES AL ESAL E

INDICA Hair Colorant

Linear (INDICA Easy

By looking at the figure we can see that INDICA easy hair color has raised the
th sale
of INDICA overall in jaipur

INDICA in active distribution:

 USP : best edge from the competitors would have easily played monopoly player
 in market
  Customer friendly: as it is very easy and simple to use people are very satisfied 
 No ammonia : no side effects issue as compared to streax 

 Advertisement of INDICA easy : at that time huge adds were ther
theree and Imran khan was
2016- 2017
doing the adds so had a most successful tenure for INDICA 2016

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 INDICA Easy Color 2017
1 0.86
0.7 0.79
0. 660. 0.7 0.68
4

0.57 0.6 0.5

4 1 0.32 66
in lacs

8
0.8 1 0.6 0.57

0. 44 0.47
0.6 0.6

0.6 0. 40.40 0.35 0. 4

.41 0.4 2
0. 32
0.4 0.22
0.2 0.04
0
JC1 JC2 JC3 JC4 JC5 JC6 JC7 JC8 JC9 JC10 JC11 JC12 JC13
Blue=SALE
Sky blue
=Delivery

Sale of INDICA easy with per delivery shown in this figure signifies that time to
time order used to be placed and stock used to get sa
sale
le in every JC and trend was
towards upwards.

SALES 2017-2018 (in SPINZ TALC,

SPINZ lac's) 3.93, 4% SALES 2018-2019
2019 (in lac's)
TALC, CHIK SPINZ DEO,
7.21, KARTIKA, SHAMPO 2.3, 2% CHIK
6% O, 27.95, SPINZ BB,
SPINZ 0.4, 0% SHAMPOO,
22% 1.55, 2% 21.64, 20%
DEO,
SPINZ12BB,.47, INDICA, INDICA, 5.52,
0.76,101% 7.36, 6% 5%
FAIREVER,
0.6, 0% FAIREVER,
NYLE ,
69.93, 0.48, 0%
NYLE , 70.33,
55%
CHIK SHAMPOO INDICA
67%

FAIREVER NYLE CHIK SHAMPOO INDICA FAIREVER

SPINZ BB SPINZ DEO NYLE SPINZ BB SPINZ DEO
SPINZ TALC KARTIKA SPINZ TALC

: 12

10
 CHIK SHAMPOO
SPINZ TALC, 12.13, 11%
KARTIKA INDICA
SPINZ DEO, 5.77, 5% , 0.7, 1% CHIK SHAMPOO, FAIREVER
22.11, 19% NYLE
SPINZ BB, 0, 0% SPINZ FACE
SPINZ BB
SPINZ FACE, 0.22, 0% INDICA, 10.34, 9%
SPINZ DEO
SPINZ TALC
FAIREVER, 0.37, 0%
KARTIKA

NYLE , 63.31, 55% SALES 2016-2017

2016

13

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 INDICA moved towards passive distribution:

INDICA SALES TREND FROM PAST 3

YRS
15
10.48 10.34
10 7.45 7.37
5.49 5.52
5

0
N
I
2016-2017
2017 2017-2018 2018-2019
YEARLY

DELIVER SALES Linear (SALES)

 In 2018 Sales of INDICA started moving down by looking at the figure trend is
showing in the next 2years there is a possibility of complete extinct of INDICA easy
from JAIPUR market if not proper steps taken to be care of. 

 In JAIPUR market there has been seen that we have lost of around 46% of market
from previous 2016 jc cycle 

 In market while observing we have seen that around 70% of INDICA which was sale
in last two previous years are still present and have not off taken from the market
reason new competitor: Streax.

SWOT ANALYSIS OF INDICA IN JAIPUR MARKET

 STRENGTH:

 USP point of selling :INDICA brand was the first to launch and was given a tagline
 India most trusted brands in 2016
  Launching period of the product was successful 
 Advertisement with celebrity Irfan Khan

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12
 WEAKNESS:
 After launching period Advertisement of the product was not in the market and where
which impacted a huge as just our competitor also entered in the same substitute of
the market

 Our product quality is far better from the competitor product but we lack a lot in
aware through advertisements so that we can easily cover our GT market. 

OPPORTUNITIES:

 JAIPUR market is still an open market and can be covered by making some
special schemes; promotional, solid trade margins events etc. 

THREATS:

 Competitor Streax margin is much higher than us due to which a retailer is not
making our product to move.

 Our competitor
titor has taken of 5 variant colors of this in market while we have 3 

 They are providing proper advertisements like Godrej is providing in three main
languages Hindi, English, and Punjabi etc. 

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 TSO RESULT

Count of
Row Labels OLName Count of INDICA
SHIV KUMAR SHARMA 2251 1208
MUKESH KUMAR 422 108
AMAN HEALTHCARE –JAIPUR 422 108
GURU PRASHAD 378 102
PRANAMI ENTERPISE –JAIPUR 378 102
NAND KISHOR 495 335
KUNAL AGENCIES – JAIPUR 495 335
RAHUL TIWARI 498 225
PRIYANKA ENTERPRIZES – JAIPUR 498 225
SHUBHAM 458 438
ANMOL ENTERPRIZES 458 438
Grand Total 2251 1208
This results show the overall data of Shiv Kumar (TSO) JAIPUR Of 4
RSSM and 3 distributors in his territory.

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 MY RESULT

I was working with 3 RSSM of Jaipur city. They all are well experienced in there job
assigned and also were so perfect in sales call,

Mukesh kumar was handling urban part of

Guru Prashad was also in the urban side of the city with a wholesale market under him.

Nand Kishor controls the rural part of the city i.e. OLD Jaipur. Whereas he was covering
the wholesale market too.

Count of
Row Labels OLName Count of INDICA
ANIKET KOUTU 1295 545
AMAN HEALTHCARE–Jaipur 800 210
MUKESH KUMAR 422 108
GURU PRASHAD 378 102
KUNAL AGENCIES – JAIPUR 495 335
NAND KISHOR 495 335

Grand Total 1295 545

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 PROBLEMS FACED

  Communication and lack of motivation for the product 

  Lack of Product availability on the digitalized platform
  Margin for the retailer as compare to other substitutes were providing. 
  No display were provided to the retailers.
 At starting faced problem in opening the sales in the market due to language barrier. 

DATA GIVEN SHOWS HOW WE LACK IN THE URBAN PART OF THE CITY
AND HOW WE WERE PERFECT IN THE RURLAL PART.

2500
2057 INDIC
2000

1500

1000
INDIC
500
210
0
kunal agency Aman distributors

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 OBSERVATIONS AND FINDINGS AFTER COMPLETION OF WORK

Lack of motivation quality in RSSM for the product as they have build their own perception
that the product will not work in the market as compare to other products.


Display , Branding , 
Advertising all these qualities were missing which is affecting the sales of
 INDICA very badly.


Urban and Rural part of the city plays very important part in terms of sales of the
product. As rural people are not that much choosy in using a particular product they
prefer what the get in the market. While on the other side
Urban people refer to products
which are digitalized properly or are trending in market.

Same was with INDICA in the urban market retailers were not interested to invest on our product as it
was not in demand.

Why it was not in demand are all the factors mentioned above.

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 Conclusion

The work conducted in these two months period included everything from sales, promotion to
products, from understanding consumer behavior, distributor working pattern to making a connect with
them.

Collecting all the odds of our product.

We came out with the best process of GTM (GO TO MARKET) STRATEGY and taking
Ready stock which was very helpful as we directly provided the retailers 1 or 2 strip of
INDICA MINI and asking them to try the product once.

And with this strategy we were able to provide 42% of INDICA EASY at 1295
UBO Outlets

Starting the sales call was the best thing to know and understand the business more clearly and
perfectly. Where it was very helpful to get in touch with all kinds of retailers and customer

Cakinkare has their own set of loyal customer and unique product preposition would take CKPL
to the new heights in near future.

21

18
 Sales of other products of CavinKare pvt. LTD.

Sales per Brand and with order scenario

APPROX. SALES PER BRAND 2017-2018

DELIVERY SALES 2017-2018

9469.
9

6
9
3

.
IN LACS
9327.
9527
.

976.
5212.
457.

4712.
540.

760.
367.

217.

40.
60.

21.

0
CHIK
SPINZ SPINZ
SHAMPO INDICA FAIREVER NYLE SPINZ BB KARTIKA
DEO TALC
O
DELIVERY 27.93 7.45 0.54 69.94 1.2 12.52 6.97 0
SALES 2017-2018 27.95 7.36 0.6 69.93 0.76 12.47 7.21 0.4
BRAND WISE

Approx. sales of 2018-2019

Total JC 2018-2019 Total JC 2018-2019

80 71.5970.33
60
IN LACS 40 22.0621.64
20 5.495.52 0.140.48 1.851.55 3.2 2.3 4.563.93
0
CHIK
INDICA FAIREVER NYLE SPINZ BB SPINZ DEO SPINZ TALC
SHAMPOO
Total JC 2018-2019 22.06 5.49 0.14 71.59 1.85 3.2 4.56
Total JC 2018-2019 21.64 5.52 0.48 70.33 1.55 2.3 3.93
BRAND WISE

.2

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 Growth as per scenario of 2 yr’s

Growth rate in JAIPUR from previous 2 yrs.

Growth Rate 2018-2019 Growth Rate 2017-2018

140%
120% 117%
100%
80% 86%
68%
60%
GROWTH RATE

40% 44%
25% 30% 31%
20% 21%
8% 14% 14% 15%
0% 1% -7%
-14% -18% -13%
-20% -23% -22%
-34% -34% -26% -30% -34%
-40% -44%
-60% -58%
-80%
JC1 JC2 JC3 JC4 JC5 JC6 JC7 JC8 JC9 JC10 JC11 JC12 JC13
Growth Rate 2018-2019 25% 1% 30% -23% -44% 44% -18% 14% -26% -30% -13% -58% -34%
Growth Rate 2017-2018 -14% 8% -34% -7% 68% -34% 117% 31% 86% 21% 14% 15% -22%

MONTH CYCLE

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