anku final ppt
TRANSCRIPT
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CHANDA KOCHHAR:GROUP 5
• Category: Cooking Oil• Product: Edible Sunflower Oil• OBJECTIVE “A study conducted on the estimation of shelf
space allocation and channel design used for edible sunflower oil.”
• APPROACH: Observation and Personal Interview
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Trend of oil consumption in bangalore
2005-06 2006-07 2007-08 2008-09 2009-10
01000200030004000500060007000
5000 5450 5750 5900 6200
Trend (tons)
Trend (tons)
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43
23
14
10 10
Sunflower
Mustard
Groundnut
Olive
Soya
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• For the purpose of the study following are the brands chosen:
1. National A. DHARA – National Dairy Development Board,
Mother DairyB. SAFFOLA – Marico Limited 2. Local C. SUNSWAD – Global Oil Industries Pvt. Ltd.,
Bangalore, KarnatakaD. SUNPURE – MK Agrotech, Mandya, Karnataka
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NUMBER OF STORES STUDIED
MODERN RETAIL GROCERY STORES
1. Big Bazaar 1. Royal Stores
2.Food Bazaar 2. Food City
3.More 3. Shop and Save Stores
4.Spencer’s 4. M.K.Ahmed
5.Reliance Fresh
6.Food World
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BIGBAZARDhara Saffola Sunpur
eSunswad
Safal Goldwinner
Ruchi Total
100 100 60 60 80 100 100 600
1L 85r 1L 89r 1L 72r 1L 82r 1L 70r 1L 80r 1L 80r
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Dhara Saffola Sunpure Sunswad Safal Goldwinner Ruchi Total0
100
200
300
400
500
600
100 100
60 6080
100 100
600
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FOOD BAZARDhara Saffola Sunpure Sunswa
dGemini Goldwin
nerRuchi Total
40 40 20 20 40 40 40 240
1L 95r 1L 99r 1L 76r 1L 88r 1L 82r 1L 84r 1L 85r
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Dhara
Saffola
Sunpure
Sunsw
ad
Gemini
Goldwinner
Ruchi
Total
0
50
100
150
200
250
40 40
20 2040 40 40
240
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MOREDhara Saffola Sunpure Sunswa
dGemini Safal Ruchi Total
30 Packets
30 Packets
25 Packets
15 Packets
15 Packets
15 Packets
30 Packets
160 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r 1 L 82r 1 L 74r 1 L 85r
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Dhara Saffola Sunpure Sunswad Gemini Safal Ruchi Total0
20
40
60
80
100
120
140
160
30 3025
15 15 15
30
160
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SPENCERSDhara Saffola Sunpure Sunswad Total
40 Packets 15 Packets 30 Packets 15 Packets 100 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r
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DharaSaffola
SunpureSunswad
Total
0
10
20
30
40
50
60
70
80
90
100
40
15
30
15
100
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RELIANCE FRESHDhara Saffola Sunpure Sunswad Total
45 Packets 45 Packets 60 Packets 30 Packets 180 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r
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Dhara Saffola Sunpure Sunswad Total0
20
40
60
80
100
120
140
160
180
45 45
60
30
180
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FOOD WORLDDhara Saffola Sunpure Sunswad Total
35 Packets 35 Packets 30 Packets 30 Packets 130 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r
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DharaSaffola
SunpureSunswad
Total
0
20
40
60
80
100
120
140
35 3530
30
130
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ROYAL STORESDhara Saffola Sunpur
eSunswad
Gemini Goldwinner
Ruchi Total
40 Packets
30 Packets
40 Packets
20 Packets
30 Packets
20 Packets
20 Packets
200 Packets
1L 95r 1L 99r 1L 76r 1L 88r 1L 82r 1L 84r 1L 85r
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0
20
40
60
80
100
120
140
160
180
200
4030
40
2030
20 20
200
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FOOD CITYDhara Saffola Sunpure Sunswad Total
20 Packets 10 Packets 15 Packets 5 Packets 50 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r
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DharaSaffola
SunpureSunswad
Total
0
5
10
15
20
25
30
35
40
45
50
20
1015
5
50
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SHOP AND SAVEDhara Saffola Sunpure Sunswad Total
15 Packets 15 Packets 20 Packets 10 Packets 60 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r
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Dhara
Saffola
Sunpure
Sunswad
Total
0 10 20 30 40 50 60
15
15
20
10
60
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M.K.AHMEDDhara Saffola Sunpure Sunswa
dGemini Safal Ruchi Total
80 Packets
80 Packets
40 Packets
30 Packets
20 Packets
20 Packets
30 Packets
300 Packets
1 L 95r 1 L 99r 1 L 76r 1 L 88r 1 L 82r 1 L 74r 1 L 85r
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Dhara
Saffola
Sunpure
Sunswad
Gemini
Safal
Ruchi
Total
0 50 100 150 200 250 300
80
80
40
30
20
20
30
300
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LENGTH OF THE CHANNEL
MANUFACTURER GLOBAL OIL
WHOLEALER ARUN INDUSTRIES RETAILER ROYAL
STORES CONSUMER
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WHOLESALERS:WIDTH
SUNSWAD OIL
ProductsMarvel Food
Arun Industries
Mysore Mercantile
Co. Ltd.
Yoga Narasima Marketing Services
Padmasree Products Pvt. Ltd
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FUNCTIONS OF CHANNEL MEMBER
WHOLESALER/RETAILER
VOLUME VALUE
Transportation Storage
Financing/ Credit
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Sales Analysis(ROYAL STORES)
Sales This Month (1 Litre Packets) 300
Sales Quota (1 Litre Packets) 350
Sales Last Month (1 Litre Packets) 275
Retailer Sales* (All Brands) 2400
Growth Rate (%age) 0.09%
Quota Achieved (%age) 85.71%
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INFERENCE
• Royal Stores sells 2400; 1 litre oil packets per month.
• Sunswad sales has seen a growth of 0.09%.
• Sunswad sales has achieved 85% of its allotted quota.
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RECOMMENDATIONS
• Sunpure has a strong customer base and can now capitalize by retaining them through extensive consumer promotion.
• Sunpure has done little when it comes to consumer promotion so an ad or two could always help for them to reach out customers.
• Sunpure should now retain the existing grocery stores and find new grocery stores and obtain shelf space.
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• Sunpure should now even try exclusive distribution i.e., stocking of Sunpure oil only in the shelves of small grocery stores as mentioned above (Royal Stores & Food City).
• Dhara should retain the existing customers but apart from the existing distributors, find new ones to reach out to the existing customers who pick Sunpure because of non-availability of Dhara.
• Saffola has always differentiated itself, being a “healthy oil” and should continue to do so simultaneously spreading awareness of the risk of cardio diseases. Sunpure has still not done this.
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THANK YOU