RANGE & DISTRIBUTION RANGE & DISTRIBUTION MODELMODEL

RANGE & DISTRIBUTION RANGE & DISTRIBUTION MODELMODEL

Indian Blade Market

Overview

Source: AC Nielsen report on Indian Blade Market

Source: AC Nielsen report on Indian Blade Market

Category Overview

Category Breakup(Value)

69%

20%

11%

D/ E Systems Disposable

Source: AC Nielsen report on Indian Blade Market, Jun 2009Source: AC Nielsen report on Indian Blade Market, Jun 2009

Category Breakup(Volume)2%1%

97%

D/ E Systems Disposable

Super-Max is the Market Leader in Double Edge blades

Source: AC Nielsen report on Indian Blade Market, Jun 2009Source: AC Nielsen report on Indian Blade Market, Jun 2009

10%

29% 55%

SPCPL HLM P&G Others

SP

Super-Max is the No.2 player in Disposable Razors

Source: AC Nielsen report on Indian Blade Market, Jun 2009Source: AC Nielsen report on Indian Blade Market, Jun 2009

Volume Shares of Companies Disposables3% 5%

15%

77%

PROCTER & GAMBLE SPCPL

R P ELECTRONICS HARBANS LAL MALHOTRA

Current Presence in India

Co- Promotion Tie-Ups

INDIA RETAIL INDIA RETAIL RANGE RANGE

RETAIL PRODUCT

RANGE

DISPOSABLES SYSTEMS

TWIN BLADE TRIPLE BLADETWIN BLADE

TRIPLE BLADE

FOUR BLADE

TOILETRIES DOUBLE EDGE

FOUR BLADE

SHAVINGPREPRATIONS

AFTER SHAVELOTION

DE BLADES, BRUSH & RAZORS

RETAIL RANGE – OVER VIEWRETAIL RANGE – OVER VIEW

Product Range-DisposablesProduct Range-Disposables

Super-Max disposable range includesSuper-Max disposable range includes

Syrine: World’s first 4 blade disposable for womenSyrine: World’s first 4 blade disposable for women

The Cricket Range consisting of 20-20, Hattrick and StrokeThe Cricket Range consisting of 20-20, Hattrick and Stroke

SII Disposable Razor: Twin Blade Short HandleSII Disposable Razor: Twin Blade Short Handle

Lady-Max: Twin blade disposable for women.Lady-Max: Twin blade disposable for women.

Super-Max disposable range includesSuper-Max disposable range includes

Syrine: World’s first 4 blade disposable for womenSyrine: World’s first 4 blade disposable for women

The Cricket Range consisting of 20-20, Hattrick and StrokeThe Cricket Range consisting of 20-20, Hattrick and Stroke

SII Disposable Razor: Twin Blade Short HandleSII Disposable Razor: Twin Blade Short Handle

Lady-Max: Twin blade disposable for women.Lady-Max: Twin blade disposable for women.

Product Range -SystemsProduct Range -Systems

Super-Max Systems range includes

Elegance: 4 blade systems

Kwik 3: 3 blade systems

SII: 2 blade systems

Super-Max Systems range includes

Elegance: 4 blade systems

Kwik 3: 3 blade systems

SII: 2 blade systems

Product Range-DE & AccessoriesProduct Range-DE & Accessories

Super-Max Ultimate Shave Super-Max Ultimate Shave FoamsFoamsSuper-Max Ultimate Shave Super-Max Ultimate Shave FoamsFoams

Super-Max Ultimate After Super-Max Ultimate After Shave LotionsShave LotionsSuper-Max Ultimate After Super-Max Ultimate After Shave LotionsShave Lotions

Product Range-ToiletriesProduct Range-Toiletries

Super-Max Shaving Creams Super-Max Shaving Creams ( New)( New)

Super-Max Shaving Creams Super-Max Shaving Creams ( New)( New)

Chauka & Syrine : World’s first 4 blade disposable razors

Chauka & Syrine : World’s first 4 blade disposable razors

World’s first 4 blade disposable razors for closer shave. Lubra-strip for reduced irritation Control fin for easier shave

World’s first 4 blade disposable razors for closer shave. Lubra-strip for reduced irritation Control fin for easier shave

Super-Max: 4 blade Disposable

razors

Chauka Syrine

Blades 4 4

Control Fin √ √  √ √ 

Pivoting Head √ √   √ √ 

Lubra Strip √ √   √ √  

Longer Handle √ √   -

Italian Design - √ √  

SKU code AZ45 AZ42

MRP 20/- 35/-

ChaukaChauka SyrineSyrine

4 Blade DisposableDisposable Razors-Men and Women

Hattrick & SMX3 – World’s first triple blade disposable razors

Hattrick & SMX3 – World’s first triple blade disposable razors

World’s first 3 blade disposable razors for closer shave.

SMX3 with a special rubber grip for extra comfortable grip & handling

Unique protective cap to protect blade edges.

World’s first 3 blade disposable razors for closer shave.

SMX3 with a special rubber grip for extra comfortable grip & handling

Unique protective cap to protect blade edges.

Super-Max: 3 blade Disposable

razors

Hattrick SMX 3

Blades 3 3

Control Fin -- --

Pivoting Head √ √   √ √ 

Lubra Strip -- √ √  

Longer Handle √ √   √ √ 

Rubber Grip - √ √  

SKU code AT396 AT382

MRP 18/- 25/-

HattrickHattrick SMX 3SMX 3

Triple Blade Disposable Razors

Stroke, SII Disp.Razor and Lady MaxStroke, SII Disp.Razor and Lady Max

Twin Blade Disposable Razor for close and better shave.

Razor consists of ‘Nature Strip™’ having Vitamin E & Aloe-Vera

Longer handle ensures proper grip while shaving.

Twin Blade Disposable Razor for close and better shave.

Razor consists of ‘Nature Strip™’ having Vitamin E & Aloe-Vera

Longer handle ensures proper grip while shaving.

SMX: Twin blade disposable razors

Stroke SII DISP RZR

Ladymax

Blades 2 2 2

Pivoting Head

-- - -

Lubra Strip √ √  -- --

Longer Handle

√   √    - -

SKU code AD180 AC178 AC153

MRP 12/- 10/- 9/-

StrokeStroke LadymaxLadymax

2 Blade Disposable Razors2 Blade Disposable Razors

SII Disp RzrSII Disp Rzr

Product Benchmarking- Men’s Disposables

Consu

mer

Pri

ce (

Rs)

Consu

mer

Pri

ce (

Rs)

2

Blades

2

Blades

44

66

88

1010

2020

2424

2828

3030

3232

22

Rs 18Rs 18

GillettePrestoGillettePresto

SMX HATTRICSMX HATTRICRs 18Rs 18

4 Blade

s

4 Blade

s

3 Blade

s

3 Blade

s

3434

3636

Rs 10Rs 10

3838

4040

SMX ChaukaSMX

Chauka

Rs 20Rs 20

SMX StrokeSMX Stroke

Rs 12Rs 12

SMX S II

SMX S II

CORE SKU’s

BOTH THE SKU’S OFFER AN SUPERIOUR PRODUCT BENEFITS WHICH DO NOT EXIST IN INDIA MARKET CURRENTLY AT AN AFFORDABLE

PRICES

2009

2008

2007

Rs.9/- Rs.12/- Rs.16/- Rs.20/- Rs.25/- Rs.35/-

A Razor for Everyone A Razor for Everyone

6 Price Points

Disposables Range EvolutionDisposables Range Evolution

In the last 3 years or so, Super-Max has created various price points in the disposables category, where there was only 1. The price point starts from a Rs

9 to Rs 35.

Supermax Elegance 4 –System & Cartridge

Supermax Elegance 4 –System & Cartridge

4 blades for clean and perfect shave International Standard Quality Pivoting Head to give comfort shaving

4 blades for clean and perfect shave International Standard Quality Pivoting Head to give comfort shaving

SuperMax Elegance: 4 blade

System razors

RC DC

Blades 4 4

Control Fin - -  --

Pivoting Head √ √   √ √ 

Lubra Strip √ √   √ √  

Longer Handle √ √   -

Italian Design - --

SKU code AZ18 AZ15

MRP 65/- 40/-

RCRC DCDC

4 Blade System System Razors

Triple Blade System RazorsTriple Blade System RazorsTriple Blade System RazorsTriple Blade System Razors

3 blades perfectly angled for closer shave.

Easy Click ‘n’ lock system for easy reloading of cartridges.

Lubra-strip for reduced irritation

3 blades perfectly angled for closer shave.

Easy Click ‘n’ lock system for easy reloading of cartridges.

Lubra-strip for reduced irritation

Super-Max: 3 blade System

razors

RC DC

Blades 3 3

Control Fin -- -

Pivoting Head √ √   -

Lubra Strip √ √   √ √  

Longer Handle √ √   -

SKU code AT349 AT350

MRP 49/- 40/-

RCRC

DCDC

Kwik 3: Systems and CartridgeKwik 3: Systems and Cartridge

SII: Systems and CartridgeSII: Systems and Cartridge

Twin Blade System Razor has two blades for better shave.

Handle with steel casting to lock cartridge and provide a firm grip.

Super-Max SII cartridges can fit any other twin system razor.

Twin Blade System Razor has two blades for better shave.

Handle with steel casting to lock cartridge and provide a firm grip.

Super-Max SII cartridges can fit any other twin system razor.

SII: twin blade system razors

RC DC

Blades 2 2

Handle with Steel casting

√ √  -- 

Pivoting Head -- -

Lubra Strip -- --

Longer Handle - -   -

SKU code AE77 AE76

MRP 45/- 35/-

RCRC

DCDC

2 Blade System Razors2 Blade System Razors

Double Edge bladesDouble Edge blades

SMX: Double Edge Blades

SMX Stainless

Plus

SMX Platinum

Plus

No. of blades/tuck

5 5

No. of blades/HC

200 200

SKU code AA326 AA325

MRP per tuck

Rs.15/- Rs.16.25/-

Super-Max AccessoriesSuper-Max Accessories

SMX Manicure kit is a premium imported product made available in India.

SMX Shaver with long handle and easy ‘Click & lock’ system eases shaving.

SMX Shaving Brush having premium quality bristles is available at comparative price.

SMX Manicure kit is a premium imported product made available in India.

SMX Shaver with long handle and easy ‘Click & lock’ system eases shaving.

SMX Shaving Brush having premium quality bristles is available at comparative price.

Manicure KitManicure Kit Kwik Shaving BrushKwik Shaving Brush Super-Max: Accessories

Manicure Kit

Kwik Shave

r

Kwik Brush

Imported √ √  - -

SKU code AL35 AA294 AA295

MRP 100/- 25/- 45/-

Kwik ShaverKwik Shaver

Toiletries

Unbeatable Razor glide. Provides rich smooth lather for a cleaner

and smoother shave. Available in 3 Variants i.e. Lemon, Menthol

& Classic

Suitable for all skin types

Exclusive Triple action formula with a cooling, refreshing & moisturizing effect.

Formulated to heal nicks and cuts Available in 3 Variants i.e. Classic ,

Sensitive & Menthol Suitable for all skin types

MRP: 49/-MRP: 49/-

MRP: 150/-MRP: 150/-

Toiletries

Super-Max Ultimate After Shave lotions are premium imported range now available in India.

Enriched with Calendula, Eucalyptus and Menthol, which leaves the skin smooth and protected.

Available in 4 Variants i.e. Autumn Musk, Summer Sky, Black Soul & Spring blossom

Suitable for all skin types

MRP: 149/-MRP: 149/-

DISTRIBUTION STRUCTURE

SUB DISTRIBUTOR(SD)

1 SD for every 1000 outlets.

Envisaged Distribution Structure for each state in India

C&FA

SUB DISTRIBUTOR(SD)

SUB DISTRIBUTOR(SD)

SUB DISTRIBUTOR(SD)

SUB DISTRIBUTOR(SD)

FOR METROS AND SEMI-METROS

SUB DISTRIBUTOR(SD)

1 Regional Distributor (RD) for every 5 Sub Distributor(SD)

1 SD for every 600 outlets.

Envisaged Distribution Structure for each state in India

Regional Distributor(RD)

SUB DISTRIBUTOR(SD)

SUB DISTRIBUTOR(SD)

SUB DISTRIBUTOR(SD)

SUB DISTRIBUTOR(SD)

C&FA

FOR B & C CLASS CITIES

One C&FA will be appointed for every state to service the RD’s & SD’s

One state can have more than one C&FA depending on the geography and population

RD’s will be appointed in every B & C Class cities depending on population and size.

RD’s will be based in large key towns in the State They will drive sales and distribution by timely servicing of

SD’s Will service 5 Sub-distributors located in smaller districts HQs

or interior towns of the districts depending on size of the state. SD will be based in the district HQs and large/medium towns in

the district. SD will drive sales through regular fortnightly coverage of the

outlets in his territorya pre-determined route plan and proper necessary infrastructure and Own sales team to ensure proper and regular coverage

Envisaged Distribution Structure for each state in India

Mock Invoices

Large Grocery Small Grocery Medical Shops

+ Rs. 111x (3)+ Rs. 111x (3)

+ Rs. 135 X (2) + Rs. 135 X (2)

+ Rs. 280 X (1) + Rs. 280 X (1)

Total Rs. 700Total Rs. 700

+ Rs. 135 X (1) + Rs. 135 X (1)

+ Rs. 25 X (3) + Rs. 25 X (3)

Total Rs. 250Total Rs. 250Total Rs.

650Total Rs. 650

+ Rs. 135 X (1) + Rs. 135 X (1)

+ Rs. 280 X (1) + Rs. 280 X (1)

Average Invoice Value= Rs.500-Rs.600Average Invoice Value= Rs.500-Rs.600

OrOr

+ Rs. 200 X (1) + Rs. 200 X (1)

+ Rs. 50 X (2)

+ Rs. 30 X (2)

+ Rs. 36 X (2)

+ Rs. 30 X (2)

+ Rs. 28 X (2)

+ Rs. 34 X (2)

2 Salesman2 Salesman 2 Motorcycl

e

2 Motorcycl

e

Products they will sell

Products they will sell

++ ++

Average Invoice of Rs. 650

Average Invoice of Rs. 650

++ ++

1Auto Salesman

1Auto Salesman

1 Auto1 AutoAverage Invoice of Rs.

1300Average Invoice of Rs.

1300

Total sales

Rs 12,000 a day per

SDRs 3

Lakhs a month per SD

Total sales

Rs 12,000 a day per

SDRs 3

Lakhs a month per SD

Sub Distributor Daily Sales RoutineSub Distributor Daily Sales Routine

DISTRIBUTOR – ROI WORKING

ParticularsParticulars AmountAmount

Warehouse Cost Rs.2,000

Salesman cost (Salary + fuel) Rs.12,000

Administration Staff Rs.2,000

EMI for distribution Units Rs.3,000

Administration Expenses-(Electricity, Stationery etc.) Rs. 1,000

Total Rs. 20,000

Sub Distributor Daily Sales RoutineSub Distributor Daily Sales Routine

ParticularsParticulars AmountAmount

Total Sales for the month Rs. 3 Lakhs

7 % Margin on sales Rs. 21 thousand

3 % Reimbursement for Salesman Rs. 9 thousand

2 % incentive on Target Achievement Rs. 6 thousand

Expenses Rs. 20 thousand

Total Margin Rs. 16 thousand

Investment in stock Rs. 1.5 Lakhs

This will be rotated 2 times during the month

Return on investment of Rs. 2.5 Lakhs

11% ( Rs.16k/Rs 1.5 Lakhs)

Sub Distributor Daily Sales RoutineSub Distributor Daily Sales Routine

ParticularsParticulars AmountAmount

Warehouse Cost Rs.5,000

Salary of van driver Rs.4,500

Administration Staff Rs.2,500

Fuel Rs.2,000

Administration Expenses-(Electricity, Stationery etc.) Rs.1,000

Total Rs.15,000

Monthly expenses of a Regional DistributorMonthly expenses of a Regional Distributor

ParticularsParticulars AmountAmount

Total Sales for the month Rs. 15 Lakhs

2 % Margin on sales Rs. 30 thousand

Expenses Rs. 15 thousand

Total Margin Rs. 15 thousand

Investment in stock Rs. 7.5 LakhsThis will be rotated 2 times during the month. 2 cheques on the 1st and the 15th.

Return on investment of Rs. 7.5 Lakhs

2 % ( Rs.13k/Rs. 7.5 Lakhs)

Financial Viability for a Regional Distributor ExampleFinancial Viability for a Regional Distributor Example

Selection Criteria for RD’sSelection Criteria for RD’s

Handling leading FMCG companies.

Minimum 500 – 750 sft of warehouse cum office space dedicated to Super-Max stocks

Financial Standing: Minimum Investment of Rs.10 to 15 Lakhs in the territory, based on the territory business opportunity.

Adequate staff to drive indirect sales i.e. service the SD’s (invoicing / dispatch and delivery of products )

RD can also act as an SD for the district where he is located.

Handling leading FMCG companies.

Minimum 500 – 750 sft of warehouse cum office space dedicated to Super-Max stocks

Financial Standing: Minimum Investment of Rs.10 to 15 Lakhs in the territory, based on the territory business opportunity.

Adequate staff to drive indirect sales i.e. service the SD’s (invoicing / dispatch and delivery of products )

RD can also act as an SD for the district where he is located.

Selection Criteria for SD’sSelection Criteria for SD’s

Handling leading FMCG companies.Minimum 150 - 300 sqft of warehouse cum office space.Well defined servicing routeMinimum 1000 outlets fortnightly coverage per salesman for local town coverage ( direct sales ).

Direct Sales minimum requirement: At least 2 exclusive salesmen in Metros & 1 salesman in smaller towns Atleast1 delivery vehicle ( based on the outlet coverage plan in the territory )

SD’s should be willing to do interior rural coverage. Financial Standing: Minimum Investment of Rs.2 Lakhs in the territory, based on the territory business opportunity.

Handling leading FMCG companies.Minimum 150 - 300 sqft of warehouse cum office space.Well defined servicing routeMinimum 1000 outlets fortnightly coverage per salesman for local town coverage ( direct sales ).

Direct Sales minimum requirement: At least 2 exclusive salesmen in Metros & 1 salesman in smaller towns Atleast1 delivery vehicle ( based on the outlet coverage plan in the territory )

SD’s should be willing to do interior rural coverage. Financial Standing: Minimum Investment of Rs.2 Lakhs in the territory, based on the territory business opportunity.

MANPOWER STRUCTUREMANPOWER STRUCTURE

STATE HEAD

AREA MANAGER AREA MANAGER

SALES OFFICER SALES OFFICER SALES OFFICER SALES OFFICER

SALES OFFICERSALES OFFICER SALES OFFICER SALES OFFICER

Each SO handles 4 -5 distributors & average of 2 distributor sales men per distributor

STATE SALES MANPOWER STRUCTURESTATE SALES MANPOWER STRUCTURE

SALES OFFICERSResponsible for Managing 4- 5 Distributors in their respective territories

Does retailing in the Market with distributor salesmen all 6 days a week, giving average of 1 week to each distributor.

Trains, guides & monitors the distributor’s salesmen to ensure that they work as per the companies expectations throughout the month

Handles high throughput outlets in the region & ensure both secondary & primary sales of the distributors.

AREA MANAGER Responsible for Managing 4 - 5 SOs & monitoring their performance

Does a role of training both the distributor salesmen and PSM’s

AM is responsible for Primary Sales & cash flow Targets for all his distributors

Ensures achievement of distributors ROI

Guide SO’s on /distributor salesmen on range selling & merchandising.

SALES OFFICERSResponsible for Managing 4- 5 Distributors in their respective territories

Does retailing in the Market with distributor salesmen all 6 days a week, giving average of 1 week to each distributor.

Trains, guides & monitors the distributor’s salesmen to ensure that they work as per the companies expectations throughout the month

Handles high throughput outlets in the region & ensure both secondary & primary sales of the distributors.

AREA MANAGER Responsible for Managing 4 - 5 SOs & monitoring their performance

Does a role of training both the distributor salesmen and PSM’s

AM is responsible for Primary Sales & cash flow Targets for all his distributors

Ensures achievement of distributors ROI

Guide SO’s on /distributor salesmen on range selling & merchandising.

MANPOWER – KEY ACCOUNTABILITIESMANPOWER – KEY ACCOUNTABILITIES

STATE HEAD

Overall Business Head for the state/region accountable to drive Annual Business Plan

Manage selling & operational expenses in order to maximize region profitability

Developing, Training & motivating his team.

Develop and maintain relationships with the C &F, Key distributors in the state.

Work on long term region development

MANPOWER – KEY ACCOUNTABILITIESMANPOWER – KEY ACCOUNTABILITIES

THANK YOUTHANK YOU