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Page 1: Internship Presentation

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Page 2: Internship Presentation
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GENERAL TRADE

THAMEL BASANTAPUR BANGEMUDA27 stores 27 stores 25 stores

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MODERN TRADE

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COSMETICS SHOPS

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SALES PROJECT

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!

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

oTeej 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

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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”

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TRADE SERVICE CARD•DSR 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 doesn’t really use the product briefing folder, because he is already familiar with the products, and the product codes

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• 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

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SADIN’S LINES PER YEAR

2014 - 16,449 lines (Jan - July)

2012 - 5332 lines (Jan - Dec)

2013 - 26,308 lines (Jan - Dec)

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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 don’t order

PRODUCTS

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

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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

Don’t 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

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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 DSR’s 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

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MARKETING PROJECT

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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)

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HAIR

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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

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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

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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

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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%&

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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

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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%'

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FACE

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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

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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%&

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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

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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%%

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HAND & BODY

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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

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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$30%$

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SKIN CLEANSING

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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

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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%#

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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

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BRAND TALLY REASONS FOR BUYING

DOVE 8 Doesn’t 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%%

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GENERAL OBSERVATION

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GENERAL TRADESTORES• Lack of Men’s 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

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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 women’s 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 • Don’t 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)

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MODERN TRADESTORES• Products are usually segregated by brands • Men’s 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 • Unilever’s 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)

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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 Men’s 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

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CONCLUSION & SUGGESTIONS

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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

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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

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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

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THANK YOU AND

GOOD DAY!