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  • FOCUS

  • GENERAL TRADE

    THAMEL BASANTAPUR BANGEMUDA27 stores 27 stores 25 stores

  • MODERN TRADE

  • COSMETICS SHOPS

  • SALES PROJECT

  • !

    Name of DSR: Sadin Monthly Target: 800,000 lines per month Average Daily Target: 120 lines a day (30,000 Npr)

    DAY 1 - BANGEMUDA !Total for August 26 27 shops out of 37 shops (10 shops with no orders) 175 lines (Above daily target) Total Value: 33,400 Npr (Above Daily Target) Average Daily Result: Very Good!

    DAY 2 - THAMEL !Total for August 26 27 shops out of 44 shops (17 shops with no orders) 125 lines (Above daily target) Total Value: 101,096 Npr (Almost thrice the amount

    of daily target) Average Daily Result: Excellent!!

    DAY 3 - BASANTAPUR !Total for August 28 25 shops out of 44 shops (19 shops with no orders) 100 lines (Below daily target) Total Value: 18,786 Npr (Below daily target) Average Daily Result: Poor

    o Teej Festival Not much women store owners are placing orders

    DAY 4 BANGEMUDA !Total for August 29 26 shops out of 37 shops (11 shops with no orders) 100 lines (Below daily target) Total Value: 17,231 Npr (Below daily target) Average Daily Result: Poor

    o 2nd round of the same route for the week o Plenty of stores are still stocked o Plenty of stores are closed

  • STEPS IN HANDLING CUSTOMERS

    1 Greeting Namaste or Good Morning

    2 Ask about health How Are You?

    3 Ask if the store has orders for the day? !

    4 Mentions new products (if there are)

    5 Mentions Discount !

    6 Thank you or Have a nice day

  • TRADE SERVICE CARDDSR asks the order per brand, and lists down all the orders per store !DSR lists orders on a piece of paper then transfers it to the trade service card at the end of the day !DSR doesnt really use the product briefing folder, because he is already familiar with the products, and the product codes

  • Calls a meeting with all the DSRs and discusses the orders from the past week oMeetings are held every Wednesday and Sunday morning, and on the 11th and 21st of the month (Ten-Day-Report Scheme) !!

    DSRs are tracked individually in order to make sure that each DSR reaches his target oDays worked oProductivity oBeats Bills Lines Amount !!

    TSI inputs data in software which automatically transfers to an excel file oDaily data review oPer month oPer DSR oTotal lines per month

    TSI: TANKA

  • SADINS LINES PER YEAR

    2014 - 16,449 lines (Jan - July)

    2012 - 5332 lines (Jan - Dec)

    2013 - 26,308 lines (Jan - Dec)

  • Food is prioritized in General Trade stores

    WHAT?

    !!The demand of lotion is low during the summer but high during the winter !

    DSR usually waits for the store owner to arrive at his/her shop

    DSR only approaches the store owner when he/she is free and not busy talking to customers

    DSR

    STORESome stores carry plenty of product variants and in different sizesSome stores still have plenty of stock, but still order for product variationSome stores have no more Unilever products, but still dont order

    PRODUCTS

    Sometimes, there is no demand for soap, since soap is being sold almost everywhereSome stores get more profit from non-Unilever products

  • WHY?

    STORE OWNERSLack of money to restock on products

    Preference of other brands in their store

    Not all the variants and sizes of a certain product are ordered

    STORESStill stocked up on Unilever products

    Dont carry all Unilever products

    Only have limited products or only one category of products

    Closed on certain days of the week

    Market, location and demand for products

    Scattered products due to product placement

    Special occasions affect the number of orders in a day

    Location of some stores are not in the main road

    OTHER FACTORS

  • HOW?

    Insist that the store owners order all product variants for a diverse selection of products in their store

    DSR

    Time & Location

    Product Placement

    Strategically determine and change the time frame of when the DSR makes their rounds

    Daily product placement checks of Unilever products in the store

    Product Packaging

    Focus on the location of stores that consumers visit more frequently

    Installation of visually appealing gondolas or shelves made

    specifically for Unilever products

    Inclusion of promotional posters or print advertisements during the delivery of product orders

    Routinely checks on the DSRs progress and productivity during the day

    Utilizing the promo scheme used in Modern Trade for

    General Trade stores

    Review of the Holiday calendar for anticipation of special occasions

    Consistent reminder to store owner of sales discount and availability including product benefits of new products

    Establish a relationship with store owners in order to ensure the care and visibility of Unilever products

    Focus on products that have high demand in a certain location or period in time

  • MARKETING PROJECT

  • SURVEY

    TRADE CHECK

    General Trade (79 stores)

    Modern Trade (5 supermarkets)

    Cosmetics Shops (10 shops)

    70 RESPONDENTS

    General Trade (35 respondents)

    Modern Trade (20 respondents)

    Cosmetics Shops (15 respondents)

  • HAIR

  • SHAMPOO

    BRAND PRICE PLACEMENT PROPOSITION

    CLEAR *3 - 5 *180 - 345

    *3rd shelf from the bottom (MT) *Toiletries and Oral Care (MT) *Front of the Store (GT)

    *Anti - Hair fall *Cool Menthol *Anti - Dandruff

    HEAD & SHOULDERS *3 - 5 *195 - 445 *Highest Shelf (MT) *Toiletries and Oral Care (MT)

    *Clinical Strength

    DOVE *158 - 280 *Highest Shelf (MT) *Toiletries and Oral Care (MT) *Hair Repair

    CLINIC PLUS *210*Back Shelf (GT) *Scattered (GT) *Easy to see for some stores (GT)

    *Strong and Long

    SUNSILK *215 - 225*3rd shelf from the bottom (MT) *Toiletries and Oral Care (MT) *Front of the Store (GT)

    *Shine and Strength *Keratin Yoghurt

    GARNIER *182 - 360 *Highest Shelf (MT) *Toiletries and Oral Care (MT) *2-in-1 Shampoo and Hair oil

  • CLEAR&16%&

    HEAD&&&SHOULDERS&39%&

    DOVE&10%&

    CLINIC&PLUS&14%&

    SUNSILK&14%&

    GARNIER&3%&

    DO&NOT&USE&4%&

    BRAND TALLY REASONS FOR BUYING

    CLEAR 11 Anti-Dandruff, fragrance, cleans the hair well, easy-to-find

    HEAD & SHOULDERS 27 Anti-Dandruff, smooth and silky hair, good for hair, smells good, kills germs, commercials, used by the whole family

    DOVE 7 Good for the hair, fragrant, smooth and silky hair

    CLINIC PLUS 10 Stop hairfall, smooth and silky hair, easy to find, anti-andruff, smooth and silky hair

    SUNSILK 10 Good for the hair, fragrance, smooth and silky, cheap, always available

    GARNIER 2 Smooth and silky hair

    DO NOT USE 3 NA

  • HAIR OIL

    BRAND PRICE PLACEMENT PROPOSITION

    CLEAR *50*Back Shelf (GT) *Scattered (GT) *Easy to see for some stores (GT)

    *Clinically proven formula

    DABOUR *190*Back Shelf (GT) *Scattered (GT) *Easy to see for some stores (GT)

    *Alma Extracts

    NAVARATNA *140*Back Shelf (GT) *Scattered (GT) *Easy to see for some stores (GT)

    *Cool Mentol

    BAJAJ ALMOND *60 - 120 *In front of the store (GT) *Vitamin E

    BAIDYANATH *115 *In front of the store (GT) *No Chemicals and Perfume added

  • BRAND TALLY REASONS FOR BUYING

    CLEAR 8 Anti-Dandruff, strong hair, anti-hairfall, smells good

    DABOUR 6 Stop Hairfall, not oily

    NAVARATNA 4 Cool feeling on the scalp, good scent

    BAJAJ ALMOND 5 Clean hair, smooth and silky

    BAIDYANATH 1 Natural Oil

    DO NOT USE 46 NA

    CLEAR&11%&

    DABOUR&9%&

    NAVARATNA&6%&

    BAJAJ&ALMOND&7%&

    BAIDYANATH&1%&

    DO&NOT&USE&66%&

  • BRAND PRICE PLACEMENT PROPOSITION

    HIMALAYA HAIR CREAM *100 - 330 *Bottom Shelf (MT) *Gel and Hair Product area (MT) *Extra Protein

    SETWET *90 *Bottom Shelf (MT) *Gel and Hair Product area (MT)*Style Options *Different Levels of Hold

    GATSBY *125 - 200 *Bottom Shelf (MT) *Gel and Hair Product area (MT)*Different Levels of Hold *Variety

    LOREAL *450-529 *Bottom Shelf (MT) *Gel and Hair Product area (MT) *Moisturizing Cream

    BRYLCREEM *87 *Bottom Shelf (MT) *Gel and Hair Product area (MT) *Protein Plus

    GEL,WAX & CREAM

  • BRAND TALLY REASONS FOR BUYING

    HIMALAYA HAIR CREAM 3 Anti-Dandruff

    SETWET 3 Strong and steady

    GATSBY 5 Brand name, wet look

    LOREAL 1 Anti-hairfall

    BRYLCREEM 3 Non-sticky

    DO NOT USE 55 NA

    HIMALAYA'HAIR'CREAM'4%'

    SETWET'4%'

    GATSBY'7%'

    LOREAL'2%'

    BRYLCREEM'4%'

    DO'NOT'USE'79%'

  • FACE

  • BRAND PRICE PLACEMENT PROPOSITION

    GILETTE *240 - 340 *Top-Shelf (MT) *Eye-Vision (MT)*Gel or Foam *Sensitive Skin *Packaging is Sleek

    VI-JOHN *35 - 310 *Highest Shelf (MT) *Toiletries and Oral Care (MT)*Foam *Ordinary *Distasteful Packaging

    NIVEA *179 *Top-Shelf (MT) *Eye-Vision (MT) *Extra Moisture

    DETTOL *63 *Lower Shelf (MT) *Everyday Protection

    SHAVING CREAM & AFTERSHAVE

  • BRAND TALLY REASONS FOR BUYING

    GILETTE 20Good brand, smooth and soft, easy to shave, makes facial hair soft, good brand in Nepal, 1st shaving cream brand in nepal

    VI-JOHN 5 Cheap, good quality, smooth for the skin, good quality

    NIVEA 3 Family influence, good for skin

    DETTOL 1 Good for skin

    DO NOT USE 41 NA

    GILETTE&29%&

    VI+JOHN&7%&

    NIVEA&4%&DETTOL&

    1%&

    DO&NOT&USE&59%&

  • BRAND PRICE PLACEMENT PROPOSITION

    FAIR & LOVELY *65 - 120 *Arranged By Category (CS) *Deep Action

    FAIR & HANDSOME *100 - 195 *Arranged By Category (CS) *More Fairness

    GARNIER *210 *Arranged By Category (CS) *Anti-Impurities

    HIMALAYA FAIRNESS CREAM

    *35 - 80 *Arranged By Category (CS) *For Dy Skin

    NIVEA *88 *Arranged By Category (CS) *Anti-Oil

    CLINIQUE MEN *3,800 - 4000 *Arranged By Category (CS) *Moisturizing Lotion

    PONDS *92-180 *Arranged By Category (CS) *Gel Moisturizer

    FACE CREAM & MOISTURIZER

  • BRAND TALLY REASONS FOR BUYING

    FAIR & LOVELY 4 Good for the skin, smells good, fairness cream

    FAIR & HANDSOME 4 Good for the skin, facial cleanser, makes skin smooth and pimple free

    GARNIER 4 Good for oily face

    HIMALAYA FAIRNESS CREAM 5 Brand is known in Nepal

    NIVEA 5 Good for the skin, oil control, popular brand in Nepal

    CLINIQUE MEN 2 Reccomended by girlfriend

    PONDS 2 Smooth face

    DO NOT USE 44 NA

    FAIR%&%LOVELY%5%% FAIR%&%HANDSOME%

    6%%

    GARNIER%6%%

    HIMALAYA%FAIRNESS%CREAM%7%%

    NIVEA%7%%

    CLINIQUE%MEN%3%%PONDS%

    3%%

    DO%NOT%USE%63%%

  • HAND & BODY

  • BRAND PRICE PLACEMENT PROPOSITION

    AXE *225 - 230 *Middle Shelf (MT) *Variety of Scents *Twist Bottle

    FOGG *292 *Top Shelf (MT) *Scent Variety

    NIVEA *150 *Arranged by Category (CS) *48-hour Protection

    WILDSTONE *190 - 340 *Middle Shelf (MT) *Scent Variety

    BRUT *220 - 245 *Middle Shelf (MT) *Scent Variety

    FA *187 - 198 *Middle Shelf (MT) *Scent Variety

    DENVER *160 - 300 *Top Shelf (MT) *Scent Variety

    BODY SPRAY & DEODORANT

  • BRAND TALLY REASONS FOR BUYING

    AXE 14 Fragrance, nice packaging, long-lasting

    FOGG 15 Made of liquid and not gas, long lasting, advertising

    NIVEA 5 Cheap, light, least chemicals

    WILDSTONE 5 Long lasting, fragrance, advertising

    BRUT 2 Smooth smell, light feeling

    FA 5 Smells good

    DENVER 3 Long lasting, good smell

    DO NOT USE 21 NA

    AXE$20%$

    FOGG$22%$

    NIVEA$7%$

    WILDSTONE$7%$

    BRUT$3%$

    FA$7%$

    DENVER$4%$

    DO$NOT$USE$30%$

  • SKIN CLEANSING

  • BRAND PRICE PLACEMENT PROPOSITION

    FA *235 Eye-Level Shelf (MT) *Aqua Mint

    DOVE *248 Eye-Level Shelf (MT) *Deep Nourishing

    NIVEA *144 - 370 *Middle Shelf (MT) *Shower, Shampoo & Shave (3-in-1)

    AXE *160 - 399 *Eye-Level Shelf (MT) *Fine Quartz and Zinc

    BODY WASH & SHOWER GEL

  • BRAND TALLY REASONS FOR BUYING

    FA 4 Good for the skin

    DOVE 6 Good moisture, soap is dry, fragrance

    NIVEA 2 Family Influence

    AXE 2 Always available, good smell

    DO NOT USE 56 NA

    FA#6%#

    DOVE#8%#

    NIVEA#3%#

    AXE#3%#

    DO#NOT#USE#80%#

  • BRAND PRICE PLACEMENT PROPOSITION

    DOVE *170 *Bottom Shelf (MT) *Deep Nourishing

    LUX *27 *Bottom Shelf (MT) *Silk Protein Extract

    LIFE BUOY *35 *Bottom Shelf (MT) *Total Germ Protection

    DETTOL *158 *Bottom Shelf (MT) *Effective Protection

    HIMALAYA SOAP *33 - 55 *Bottom Shelf (MT) *Moisturizing Soap

    FA *84 - 99 *Bottom Shelf (MT) *Scent and Use Variety

    PEARS *160 *Bottom Shelf (MT) *Glycerin and Natural Oils

    SOAP

  • BRAND TALLY REASONS FOR BUYING

    DOVE 8 Doesnt make skin dry, good for skin, smell, cleans body, soft

    LUX 9 Easy to buy, cheap, everyone uses it, smells good

    LIFE BUOY 22 Cheap, cleans the body well, germ-protection, mother buys it for the family

    DETTOL 13 Smell, antiseptic, anti-bacterial, cleans body, good for the skin, commercials

    HIMALAYA SOAP 3 Good for the skin

    FA 3 Mild

    PEARS 1 Gentle to the skin

    DO NOT USE 11 NA

    DOVE%12%%

    LUX%13%%

    LIFE%BUOY%31%%

    DETTOL%19%%

    HIMALAYA%SOAP%4%%

    FA%4%%

    PEARS%1%%

    DO%NOT%USE%16%%

  • GENERAL OBSERVATION

  • GENERAL TRADESTORES Lack of Mens grooming products Unilever products are seen from outside the store Face and Body products are usually at the front of the store Products are scattered in the stores Products at the back are covered by the products in front Sachet products are sold more than bottle products Some stores only carry a bottle or two of Clear shampoo Some stores have indoor advertising/promotional materials

    PRODUCTS Head & Shoulders is stronger than Clear because Clear is a new product in the market Clear Hair oil is strong in the market for the Hair Oil Category Lux and Dove Soap are strong in the market for the Skin Cleansing Category Fair & Lovely (Max Fairness) and Ponds are strong in the market for the Face Category Fogg is strong in the market for the Hand & Body Category The demand for Deodorant and Body Spray is high during the summer

  • GENERAL TRADE

    MARKETING PERSPECTIVE Brand loyalty is weak Nepali consumers are not brand conscious

    Shampoo they use whatever they have, or whatever is at home Soap they change soap all the time, not only one brand

    Advertising affects consumers buying decisions Prices outside the Kathmandu Valley are cheaper

    CONSUMER BEHAVIOR Prefer womens brand of shampoo (ex. Sunsilk) Use their shampoo as their soap as well Body wash is expensive Use powder instead of Deodorant or Body Spray Use Deodorant or Body Spray occasionally Prefer perfume over Deodorant or Body Spray Not allowed to Soap or Deodorant because of their culture Dont use shaving cream because they get shaved in a barber shop instead (ex. Nepali Men usually shave every 15 days) Prefer Hair Cream over Gel or Wax (ex. Himalayan Hair Cream)

  • MODERN TRADESTORES Products are usually segregated by brands Mens Shampoo are not all in the same area on the shelf but are all in the toiletries and oral care section of the grocery store

    Deodorant and Body Spray are separated from each other and not on the same section

    Lack of Skin Cleansing Products

    Plenty of hand and Body products

    Plenty of international brands in all categories Unilevers products are not noticeable, they are scattered with all the other brands

    PRODUCTS Head & Shoulders is stronger than Clear, but Dove is the strongest in the category

    CONSUMER BEHAVIOR

    Look around the supermarket and take time to shop

    Use perfume and not body spray or deodorant

    MARKETING PERSPECTIVE

    No brand appeal because of placement on the shelves Grocery stores sell more products because of their promos (ex. Buy 1 and get 1 free)

  • COSMETICS SHOPSSTORES

    PRODUCTS

    CONSUMER BEHAVIOR

    MARKETING PERSPECTIVE

    Products are organized according to category of products There are only limited products, mostly Vanity products All products are good in the market, including Mens Grooming products

    Fair & Handsome is strong in the market for the Face Category Axe and Denim are also strong in the market for the Hand and Body Category

    Promotional materials affect buying behavior

    Easy to determine brand preference since products are organized by category

  • CONCLUSION & SUGGESTIONS

  • INTENSIFY PRODUCT PROMOS WITH INCENTIVES

    STRENGTHEN BRAND APPEAL THROUGH PACKAGING AND PRODUCT PLACEMENT

    SPECIFICALLY DETERMINE THE TARGET MARKET OF EACH CATEGORY OF MALE GROOMING PRODUCTS

    INTEGRATION OF UNILEVER PRODUCTS ON EVENTS, ACTIVITIES OR SEMINARS THAT PROMOTE

    CLEANLINESS AND PROPER MALE GROOMING

    FOCUS ON PROMOTIONAL AND ADVERTISING EFFORTS THAT HIGHLIGHT PRICE AND PRODUCT BENEFIT

    ESTABLISH A QUARTERLY CSR INITIATIVE THAT IS OF SERVICE TO THE LESS FORTUNATE NEPALI MEN AND WOMEN

  • KEY LEARNINGSSales and Marketing go hand in hand, it is essential to learn the former, in order to understand the latter

    In the Kathmandu Valley, there are certain aspects that affect the buying behaviour of consumers

    1

    2

    Even if Unilever comprises majority of the market share, there are still plenty of competitor brands, both local and international

    3

    Nepali men from the lower socio-economic class are more approachable and friendlier than Nepali men from the higher socio-economic class

    4

  • KEY LEARNINGSPrices of products in General Trade, Modern Trade and

    Cosmetics Shops are very similar, or in the same price range

    Location plays a major role in the sale of products

    5

    6

    Product placement is a vital aspect in the Marketing Strategy

    7

    Nepali Men are very self-conscious with they personal appearance

    8

  • THANK YOU AND

    GOOD DAY!