Documente Academic
Documente Profesional
Documente Cultură
&
COOL HEADS
Presented By:Praneet Raj
CONTENTS
P&G Company Profile P&G Brands Old sales and distribution system of P&G Problems in the old distribution network Project Golden Eye How does FMCG S&D system differ from Industrial System. Cool Head intro Reasons for failure of Cool Head to achieve its sales target. Sales Promotion Plans For Cool Head.
in 1837 by William Procter and James Gamble First products were soaps and candles Markets 250+ brands to nearly 5 billion consumers in 140 countries Main Headquarter in Cincinnati, Ohio Employ 138,000 people Fast moving consumer goods company 162 years old
P&G BRANDS
baby
care: beauty care: fabric & home care: feminine protection: food & beverage: health care: tissues & towels:
Pampers Pantene,
Head & Shoulders Arial, Tide, Bold, Ace, Lenor Always, Alldays, Tampax Pringles, Folgers Blend-a-Med, Vicks Swiffer
Personal
& Beauty - Cosmetics, Oral Care, Hair Care House & Home - Laundry care, Dish Soap, Snacks & Coffee Health & Wellness - Prescription drugs, Health Care Baby & Family Pet Care & Nutrition
MAIN COMPETITORS
Johnson
Kimberly-Clark
Unilever
Co.
ANALYSE THE NEW SALES AND DISTRIBUTION SYSTEM OF P&G PROJECT GOLDEN EYE
Moving
to super- stockist set up its number of distributers better ROI to the distributers
infrastructure
Cost
saving
invest in advertising
Large
Target
FMCG SALES
Specifically
Higher Wide
distributer network
Retailers
Secondary Wholesalers
INDUSTRIAL SALES
For
sales.
Less
Agent Wholesaler
User
Merchant Wholesal er
Agent
User
leading pharmaceuticals co. Established in 1985. Purely Indian co. Made its image in the last decade. Works in the field of manufacturing, distribute & market pharmaceutical soft drinks. In 1995 Co. MD seek the need of diversification & addition of new product to its existing range.
CONTD.
Launched
new product- Choc-coffee(Coffee with milk, cocoa & sugar.) price of Rs74 for 400gm pack. Its target customers are middle class peoples. The product was heavily advertised in newspaper, magazines, radio & television. In order to promote its product Co. made 50 stockiest with 150 representatives. Initial discount of Rs5 was given to buyer on purchase of 400gm pack.
is manufactured only on certain advisory notes & brief market research. was high for middle class people.
Price
Promotional
strategy of the Co. was not according to its target audience.(Rs 5 discount on each pack)
The
It
Prize 1. 2.
schemes Scheme designed for both public and the dealers. For Consumers:
3.
For Dealers:
Attractive offers should be made, like giving a Coffee cup free with the pack. Lucky draw coupons can also be given with the packs with attractive prizes. Sales competition should be arranged. Special offers should be made if they show a substantial progress in sales.
CONTD.
1. 2.
Trade fairs and exhibition The main objective behind this areMeeting potential customers. Making direct sales.
Providing
catalogues Advantages are1. To get orders. 2. To make the customers aware about the specifications. 3. To provide detailed information. 4. To solicit product sales. Sales contest should be done to motivate the sales force, increase sales and bring more profit to the Co.
CONTD.
Different 1. 2. 3.
Cash awards, Merchandise prizes & Special honor e.g. winners could be requested to appear in a TV or game show.