presentation on bisleri and birla shakti cements
TRANSCRIPT
INTRODUCTION• FOUNDED IN 1969, BIRLA SHAKTI IS ONE OF THE GLOBAL LEADERS IN CEMENT
TECHNOLOGY.
• BESIDES BEING A LEADING SUPPLIER OF CEMENT AND AGGREGATES, WE ALSO OFFERCONSULTING, RESEARCH, TRADING, ENGINEERING AND OTHER SERVICES TOCOMPLEMENT OUR CUSTOMERS’ BUSINESS NEEDS.
• OUR HEADQUARTERS IS IN INDIA AND WE HAVE PRODUCTION SITES IN SEVERALPARTS OF THE COUNTRY.
• ONE OF THE MAIN REASONS FOR OUR TREMENDOUS SUCCESS IN THE INDIANMARKET HAS BEEN OUR REACH ACROSS THE NINE HIGHLY INDUSTRIALIZED STATESOF ANDHRA PRADESH, MAHARASHTRA, KARNATAKA, GOA, KERALA, MADHYAPRADESH, ORISSA, CHHATTISGARH AND TAMIL NADU.
• OUR DEALER NETWORK IN THE TRADE SEGMENT COMPRISES 1,581 STRONG ANDLOYAL DEALERS ACROSS THE TERRITORIES.
• MOST OF THESE DEALERS HAVE BEEN ASSOCIATED WITH US FOR THE LAST 35YEARS. THIS STRONG BOND EMPOWERS US WITH THE CONFIDENCE AND ABILITY TOGROW FURTHER IN THIS SEGMENT
DEALERS FEEDBACK
VASAVADATTA CEMENTS SHOULD DO SOME ADVERTISEMENT LIKE AMBUJA, ACC,
ULTRA TECH.
DEALERS PROMOTION ACTIVITIES SHOULD BE DONE AS AMBUJA, ACC,
ULTRATECH.
PRICES OF VASAVADATTA CEMENTS ARE VERY HIGH AS COMPARE TO
COMPETITORS.
SOME OFFERS TO BE INTRODUCE TO THE DEALERS IN THE SAME WAY AS AMBUJA,
ACC, ULTRA TECH.
NEED MARKETING REPRESENTATIVES TO STUDY THE MARKET AND TO CHECK
WITH COMPETITORS PLAN OF ACTION.
RETAILERS FEEDBACK
VASAVADATTA CEMENTS SHOULD ALSO INTRODUCE TO THE RETAILERS BUT
WITHOUT HOOKS.
IF INTRODUCE CO. SHOULD PROVIDE THEM RETAILERS SCHEMES AS AMBUJA,
•Non regular
payment
•New areas
can be
tapped
•Low
Presences in
the market
•Strong
bonding
with Dealers
StrengthWeaknes
s
ThreatsOpportuniti
es
RECOMMENDATION
COMPANY SHOULD MATCH UP THEIR PRICES WITH THE PRICES OF THE OTHER
BRANDS IN NON-TRADE.
COMPANY NEEDS TO FOCUS ON THE RETAIL MARKET SO THAT THE SALES OF
THE COMPANY CAN BE INCREASE.
IT IS VERY IMPORTANT FOR THE COMPANY TO CREATE A VISIBILITY FOR THE
BRAND WITH THE HELP OF DIFFERENT MODES OF MEDIA SO AS TO AWARE THE
CUSTOMERS ABOUT THE BRAND.
PROMOTION ACTIVITY SHOULD BE DONE FOR THE DEALERS SO THEY CAN BE
MOTIVATED TO INCREASE THE SALE OF BRAND.
DEALERS & RETAILERS SHOULD BE GIVEN PROPER INCENTIVES.
PRODUCT SHOULD BE AVAILABLE FOR ALL TIME IN THE YARDS SO THAT IT CAN
BE DELIVERED ON TIME TO THE DEALERS AND NOT FROM THE OTHER DEPOT.
BUILDERS SHOULD BE GIVEN SPECIAL DISCOUNT IF THEY ARE PURCHASING
PRODUCT IN BULK AND ALSO NEED TECH SUPPORT TO UPGRADE IT.
BISLERI INTERNATIONAL
Off take Patterns
of Energy Drink
in Mumbai20 Ltrs packaged
drinking water local
Market of Mumbai
ENERGY DRINK MARKET IN MUMBAI
0
5
10
15
20
25
FOOD JOINT PAN BIDI SHOP COLD DRINK
HOUSE
AAREY MILK
CENTRE
WINE SHOP LARGE GROCERY
SHOP
SMALL GROCERY
SHOP
18.5
11.510.5
8.5
14.5
16
20.5
Category of Shop in (%)
200 Stores
Category of Shop in (%)
0
10
20
30
40
50
60
70
80
90
100
RED BULL MONSTER GATORADE REST LESS CAFE CUBA CLOUD 9 BURN RIO MAD CROC NRG
97.5
2 30 0 0 0 0.5 0.5 0
Top Preferred Energy Drink in (%)
20 LTRS PACKAGED DRINKING WATER IN MUMBAI
OBJECTIVE
TO STUDY THE 20 LTRS LOCAL BRAND MARKET
TO VISIT 55 BIS REGISTERED MANUFACTURING PLANTS ACROSS MUMBAI.
Focus
Basic
Details
Plant Size
Marketing
Strategies
Distribution
Channels
No. of
Distributors
Area
Covered
0
0.5
1
1.5
2
2.5
3
3800 Sq.ft 4000 Sq.ft 6000 Sq.ft 5000 Sq.ft 10000Sq.ft
TOTAL PRODUCTION SPACE (top 5)
Total Space
0
10
20
30
40
50
60
70
White Wonder Voles J.M.Industries Viking Corp.
No. OF DISTRIBUTORS (top 4)
Distributors
0
5000
10000
15000
20000
25000
30000
35000
40000
Voles Pvt.Ltd Viking Corp. Vaibhav Aqua Fresh Dynamic Beverages
APPROXIMATE SALE PER MONTH (top 4)
Cases
0
10
20
30
40
50
60
70
80
90
100
Voles Pvt.Ltd Viking Corp Vaibhav Aqua Fresh Dynamic Beverages
DISTRIBUTION MODEL
Distributors Institutes Customers
• Market Is Eyed by the Big Players
• Illegal Manufacturers
• Fast Growing Field
• Bisleri Can Utilize ItsDistribution Chain
• Method Adopted For Distribution
• Pressure by Government Authority
• Quality standard
• Trust for Brand
• Large Range of Products
• Marketing
STRENGTHS WEAKNESSES
THREATSOPPORTUNITIES
RECOMMENDATIONS
BISLERI SHOULD ADOPT THE TECHNIQUE OF SELF-DISTRIBUTION AS MOST OF
THE LOCAL BRANDS HAVE ADOPTED.
THIS TECHNIQUE WILL HELP THE COMPANY TO REDUCE THEIR
TRANSPORTATION CHARGES. BECAUSE OF WHICH THE PROFIT MARGIN WILL
INCREASE.
COMPANY CAN ALSO LOOK FORWARD TO OFFER FRANCHISEE TO THE LOCAL
PLANT HOLDER WHICH IS AGAIN COST EFFECTIVE.
COMPANY CAN ALSO OPEN A NEW PLANT IN THE DIFFERENT AREA WHICH
WILL HELP THEM IN THEIR DISTRIBUTION CHAIN.
AN AREA LIKE NAVI MUMBAI IS STILL UNTOUCHED AND FRESH MARKET
COMPANY SHOULD INTRODUCE THEMSELVES IN THIS MARKET TOO WHICH
WILL GIVE THEM A NEW MARKET AND NEW SETS OF CUSTOMERS.
COMPANY CAN TIE UP WITH THE INSTITUTIONS LIKE INDIAN RAILWAYS AND
AIRPORTS WHICH IS AGAIN A GOOD MARKET TO TAP.