market working

8/12/2019 Market Working

1/6


2/6

The ""$ sks the retailer #hat he needs, and enters it into his &!A.

$ore often than not, the store itself is (lled bustling ith customers and

the retailers do not pay heed to the ""$. The ""$ then tries to (gure

#hat product might be out of stock, or is going to be out of stock in a

#eek and suggests it to the retailer. Also, to get the retailer order

more, the ""$ has options viz.

!iscounts; bulk and at ,)or e*+ -/ discount on Ashokarisht if

bought from the !abur stockist.

"chemes. )or e*+ )ree 0gm !abur 1oney #ith !abur Badam

Tel etc.

ash !iscounts. )or 2*+ )or orders above 03 #hich are paid

for in cash, a discount of 0/.

3. Orders: Reaching a store from the Stockist

After getting the orders fed into the system, the order contents are

transported to the retailer on the very ne*t day. At the delivery, some

of the payment is made in cash and others are held 4very similar to

selling on credit5 for a later time. The payments made are duly noted

and the pending ones are marked. These bills are then redeemed by

the ""$ on his ne*t #eekly beat to the retailer.

. Factors a!ecting orders "# retailers $Sell Ins%:-The numerous factors can be categorized into the follo#ing +

4'1 -a"d o. th rod0*t

The retailer is, #ithout a doubt, #ooed by the company%s eorts but

ultimately if the product is not in demand by the customers then there

is absolutely no #ay that an order for it can be obtained. "ome

e*amples+

4.. Dabur Shila!it "old2ven #ith a lucrative scheme of free "hila6it 7il, he retailers simply do

not #ant to stock it. 8o matter ho# huge the margin is, no matter that

the free product can be sold at the $9&,8o. of orders + :3.

4..# Sharbat $ A%am

!espite being the summer season nota single retailer ordered this


3/6

product, because of the same reason. There are no customers #ho

#ant to buy it. 8o. of orders+3.

4'2 Cot+t+o"

)or the 9etailer+ Better margins, take back policies, heavy discounts,fre'uency of delivery, merchandising bene(ts.

2*+ )oods+

Tropicana 0/ oers a margin of


4/6

said that he senses something (shy about the product.

4'4 Sao"

"ome products provide themost bene(t in a particular season and in

others, thier demand is not so much. )or e*+ hya#anprash, Badam9ogan.

>n the unfavourable season, the orders for these products goes do#n

drastically and the company%s schemes, oers become all the more

important.

4' Aa+!a+!+t# at th Sto*&+t

9etailers might #ant to order a product out if their regular orders and if

it is not available at the the stockist, it creates a bad impression.

4'$ a#"t ot+o"

The retailer might ot have the e*act amount for cash available at the

time of delivery of the order. At this time, the comapny%s credit poilicies

are important. urrently, if somepart of the payment is not made at

the moment of delivery then the ""$ carries the unpaid bill in the ne*t

beat to the reatiler #hich happens generally the ne*t #eek. The

retailer might be e*pecting an increased sale in the coming #eek but

right no# doesn;t have the cash, but he does need to make a big order.

>f at this point, the credit policy of the company is not tailor made, thenthat order might be foregone.

4'5 6"dr*0tt+"% # Who!a!r

?holesalers in the market order in bulk and receive discounts

especially in place for them. The retailers in turn get their order at

alesser price from them as compared to the company%s stockist. The

result; an order #hich could have come the stockist%s #ay is routed to

the #holesaler, being a better deal for the retailer.

2*+ =olden ?holesalers in hhota Bazaar are preferred over thecompany stockist because of less price and high margins for the

retailer.

4'7 I".ratr0*t0r

The retailers have limited space available at the outlet. !ue to this


5/6


6/6

fruit it contains. Tropicana has a dierent color of pack depending upon

the type of fruit 6uice.

?hile 9eal does not change the orange base color #ith the 6uice type.

All packs look similar at a glance, result+ the customer is not curious

enough.

'4 I"90"* o. th a!a" at th o0t!t

This factor is very common at the local chemist shop or a

confectionery etc. The customer is s#ayed by the suggestions of the

salesperson, #hich could be a result of trust, actual kno#ledge or a

history of good suggestions. The salesperson tends to push through

products #hich give him some or the other kind of incentive. A good

relationship #ith these people is very important.

market working

Documents