internship presentation
TRANSCRIPT
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
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
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 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
• 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
SADIN’S 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 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
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
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
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 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%%
GENERAL OBSERVATION
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
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)
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)
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
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!