DESIGNING DISTRIBUTION CHANNEL

FOR
GOODNESS ORGANIC HONEY
- BY GROUP 3
AKSHAY KHANDELWAL(003)
BHADRINATH T S(013)
DITIKA RAY(018)
RAJ KOTECHA(034)
TANIYA JINDAL(054)
ORGANIC HONEY-INDUSTRY OVERVIEW
• INDIA IS ONE OF THE LEADING HONEY
MARKETS IN THE WORLD.
• RISING DEMAND FOR HONEY IN INDIA ON
ACCOUNT OF THE GROWING CONSUMER
PREFERENCE , AWARENESS REGARDING THE
BENEFITS OF HONEY.
• GAINING MOMENTUM IN BOTH THE FOOD AND
NON-FOOD APPLICATIONS ACROSS THE
COUNTRY.
• KEY PLAYERS BEING DABUR, PATANJALI, APIS INDIA, EMAMI LIMITED, HITKARY PHARMACY
PRIVATE LIMITED, RELIANCE RETAIL LIMITED, SHREE BAIDYANATH AYURVED BHAWAN PVT.
LTD., KEJRIWAL BEE CARE INDIA PVT. LTD., BHARAT HONEY AND UNDER THE MANGO TREE.
• THE INITIAL TARGET MARKET OF GOODNESS ORGANIC HONEY IS WESTERN LINE OF
MUMBAI WITH PRODUCTION FACILITIES SETUP IN A SMALL DISTRICT NEAR LUDHIANA,
PUNJAB.

Product Family : Food Products

Product Line : Sugar, Sweetener, Honey
Product Name : Goodness Organic Honey
Item : 100gms, 250gms, 0.5kg, 1kg.

CORE BENEFIT AND BASIC PRODUCT FOR GOODNESS ORGANIC HONEY WILL BE HEALTHY
FOOD PRODUCT
EXPECTED PRODUCT GOODNESS ORGANIC HONEY IS THE NATURAL SUBSTITUTE OF SUGAR
AND CAN GIVE HEALTHY BENEFIT BY HAVING HONEY WITH LIME AND LUKE WARM WATER
 CLUSTERING OF GEOGRAPHY
• CLUSTER 1 - VIRAR TO DAHISAR (VIRAR DMART TO DAHISAR CHECK NAKA BIG BAZAAR)
• CLUSTER 2 – DAHISAR TO ANDHERI(DAHISAR CHECK NAKA BIG BAZAAR TO ANDHERI
INFINITI BIG BAZAAR)

• CLUSTER 3 – ANDHERI TO BANDRA(ANDHERI INFINITI BIG BAZAAR TO BANDRA LINK ROAD

NATURE BASKET)
• CLUSTER 4 – BANDRA TO MAHALAKSHMI(BANDRA LINK ROAD NATURE BASKET TO
MAHALAKSHMI PEDDER ROAD SAHAKARI BHANDAR)
• CLUSTER 5 – MAHALAKSHMI TO CHURCHGATE(MAHALAKSHMI PEDDER ROAD SAHAKARI
BHANDAR TO COLABA SAHAKARI BHANDAR)
DISTRIBUTION CHANNEL: FOR MODERN TRADE
(IT INCLUDES BIG BAAZAR STORES,

DMART STORES, Manufacturing Facility

- Punjab
NATURE BASKET STORES
AND SAHAKARI BHANDAR STORES)
Carrying and
Forwarding Agent

Maharashtra
Distribution Centre

Modern Trade
DISTRIBUTION CHANNEL: FOR GENERAL TRADE:

Manufacturing Facility
- Punjab

Carrying and
Forwarding Agent

Maharashtra
Distribution Centre

Clustered Distributor

General Trade
ORGANIZATION HIERARCHY:
FOR MODERN TRADE: Zonal Sales Manager

Area Sales Manager

TSI 2 TSI 2 TSI 3 TSI 4 TSI 5

M M M M M

Each TSI (Territory Sales In-charge) will cover 12 Modern Trade Centre totaling to 60.
Total workforce is 5 merchandisers, 5 TSIs, 1 Area sales manager and 1 Zonal
Sales Manager. Totaling to 12 for modern trade.
Each TSI will have merchandiser who will take care of the stores under that TSI.
Here, M stands for merchandiser.
ORGANIZATION HIERARCHY:
FOR GENERAL TRADE: Zonal Sales Manager

Area Sales Manager

TSI 2 TSI 2 TSI 3 TSI 4 TSI 5

Sales Person

Each TSI (Territory Sales In-charge) will cover one cluster of the city, totaling to 5
clusters..
Each TSI will have 5 sales person totaling to 25. Total workforce is 25 Sales
person, 5 TSIs, 1 Area sales manager and 1 Zonal Sales Manager which will be
common with Modern Trade. Totaling to 31 for General Trade.
COST TO COMPANY, SALE TARGETS FOR BREAK EVEN

•EXCEL FILE
 CONCLUSION
• AS PER THE PILOT PLAN, WE ARE EXPECTING TO MEET PROFITABILITY IN LAST MONTH OF THE
QUARTER.
• FIRST TWO MONTHS WILL GO ON CREATING AWARENESS AND HAVING PROPER DISTRIBUTION
NETWORK IN PLACE.