Abhishek Marico Project

A PROJECT REPORT ON “Outlet/Retailer Validation / Strategy for Optimized Distribution Cost with special focus in product positing”

A detailed study done in

“MARICO INDUSTRIES LIMITED” Submitted to

SINHGAD TECHNICAL EDUCATION SOCIETY BY Abhishek Kumar

PGDM 2007-09

SINHGAD INSTITUTE OF MANAGEMENT

PUNE-41

DECLARATION

I, undersigned, here by declare that the project entitled “Outlet/Retailer Validation / Strategy for Optimized Distribution Cost with special focus in product positing” written and submitted by me to SINHGAD TECHNICAL EDUCATION SOCIETY in partial fulfillment of the requirements for for the the awar award d of Post Post Gradu Graduat atee Dipl Diplom omaa in Manag Managem ement ent under under the the guida guidance nce of Prof. M.S.Dhanawade, is my original work and the conclusion drawn there are based on the material collected by myself.

Place: Pune

Abhishek kumar PGDM

Date:

SIOM

SINHGAD TECHNICAL EDUCATION SOCIETY’S SINHGAD INSTITUTE OF MANAGEMENT VADGAON (BK), PUNE-410041

CERTIFICATE This is to certify that the Project Report entitled “Outlet/Retailer Validation / Strategy for Optimized Distribution Cost with special focus in product positing” which is a bonafide work carried out by Mr. Abhishek Kumar of PGDM of Sinhgad Institute of Management for fulfillment of PGDM. He has worked under my supervision and guidance and to the best of my knowledge and belief the work embodied in this Project Report has not formed earlier the basis for the award of any degree or similar title of this or any other university or examining body.

Signature of Director

Signature of Guide

(Mr. Denial panker)

(Prof. M.S.Dhanawade)

Date: -

Date:-

Place:-S Place:-SIOM, IOM, Pune

Place:-S Place:-SIOM, IOM, Pune

ACKNOWLEDGEMENT

Exchange of ideas generates a new object to work in a better way. Every person is helped and co-operated by others, it is heart bound to pay gratitude and oblige them. I would like to thank Director Mr. Denial panker , SINHGAD INSTITUTE OF MANAGEMENT for his cooperation and proper guidance. I am grateful to my internal guide M.S. Dhanaweda for his encouragement, proper guidance and his ever willing nature to provide a helping hand. I would also like to take an opportunity to thank the computer lab, the library & all the members of the institute and the organization for expanding my knowledge. I express my deep sense of gratitude to my external Prashant David (ASM-MUMBAI, (ASM-MUMBAI, MARICO) MARICO) for giving guide Mr. Prashant giving me an opport opportuni unity, ty, guidance and co-operation to work on this project. They provided the best inputs to make this project more valuable, without which the project would not have been complete. I also express my sincere thanks to Mr. Jatin Panchal (RSDM-MUMBAI, MARICO) who guided me. I also thank Mr. Hemant Rawal (TSO) , all DSRs and Bombay Enterprises (Distributor) Marico who directly directly and indirectl indirectly y helped me to complete my project. project. I also want to thank the entire entire team at Marico Industries Ltd. for their assistance and all my other summer trainee friends for their constant support and help. I would like to thank my family members whose affection & moral support provided me the inspiration & strength to perform the training to the best of my abilities.

Signature of the student:

ABHISHEK KUMAR

INDEX TABLE OF CONTENTS

SR.NO.

1

CONTENTS Abstract Declaration Certificates Acknowledgement

(i) (ii) (iii) (iv)

Executive summary

(v)

Introduction to the Project Title of the Project Objectives of the Study Survey area

2

Research Design Research Methodology Scope of the study Limitations of the study

3

Company Profile Company Overview Different award Marico brand Market competitor Board of director and Marico growth Marico programme Marico international business

4 5 6

7 8

PAGE NO.

Facts & Findings Data Analysis & Interpretation Conclusions & Suggestions Conclusions Suggestions Bibliography Annexure

EXECUTIVE SUMMARY

MARICO INDUSTRIES LIMITED is the market leader in organized Hair oil market and faces competition from many Indian players. The products offered by Marico Ltd. have not only created a long lasting customer delight but has also given its shareholders a value addition. In India Marico has grown every year.Time and again Marico comes up with different variant of products to satisfy the customers and even enhancing its own image by doing so. There are many FMCG players who are running their business in India in different segments. Main players in hair oil segments are HUL, Dabur, P&G and in edible oil segments Fortune Oil, Godrej Oil, Kamani Oil and a few more. Research Objective

The main main object objective ive of this this projec projectt was to do Outlet Outlet/Re /Retai tailer ler valida validatio tion n Survey Survey in Dharav Dharavii (Mumbai) by taking the existing Outlet list and going with Non Mera DSR for validating the present list we have, against actual coverage and also explore scope for adding to Marico retailer base by going to areas/Outlets where other FMCG majors like HLL/Colgate/Britannia service but we do not. We also have to find out new outlets which have been opened in the last few months, which we are not covering. Dharavi comes under Bombay Enterprises.Talking about this project, it has all the relevant data and information which deals with the Marico Company’s operations at length. Every important data about this project has been collected either through questionnaire, observation or some facts that is already present in the form of books and on the internet. The Company profile    

Marico’s different products, its main competitors , How Marico enhances its growth , different programme run by Marico, Marico’s international business.

In today’s competitive market each and every company has to constantly keep an eye on their competitors. To retain customers and provide better services is the key success factor for any

corporate in current competitive market. Finding out the demand and the target audience for the product before getting into purchasing or even manufacturing is the key success factor for any corporate in the current market. This is where Marico stands ahead of its competitors. This project was necessary from Marico point of view as they were really concerned about the state of their retailers. The Marico Company has never carried out any such research work earlier. All the previous work was mainly concerned with the sales work, finding new retailers at prime locations, finding the market share & how the competitors were functioning or giving benefits to their customers and retailers. This project was important as they were aware o f some complaints from their retailers and also that retailers were not doing their bit to enhance the image of the Marico. And so they wanted to find all they possibly could to take all the necessary steps and measures to rectify these loopholes from their side. And also to take stringent actions against those retailers who were not in sync with the company’s rules & regulations.

Findings: In the consumer products business Marico is a well known name. As I got the Project to do an Outlet/ Retailer validation Survey in Dharavi (Mumbai), I visited the area for three weeks with three non mera DSR. The main objective of this project was to do Outlet/Retailer validation Survey in Dharavi (Mumbai) by taking the existing Outlet list and going with Non Mera DSR for validating the present list we have, against actual coverage and also explore scope for adding to Mari Ma rico co re reta tail iler er ba base se by go goin ing g to ar area eas/ s/Ou Outl tlet etss wh wher eree ot othe herr FM FMCG CG ma majo jors rs li like ke HL HLL/ L/ Colgate/Bri Colgat e/Britannia tannia service service but we do not. We also have to find out new outlets which which have been opened in the last few months, which we are not covering. • •

•

•

•

The basic problem was the differences between the retailers and the sales personnel. Some fault lied with retailers also. They kept on insisting of ordering only those products which has higher sales, deliberating trying to stop these personnel’s from writing in the sales orders of other brands. Some retailers complained that they were not at all getting the display materials or even if they had some, they were getting it after coaxing the concerned personnel’s. Many of these retailers were not satisfied with the profit margin that Marico was giving them. The retailers voiced their unhappiness about the time taken for the replacement of damaged or leakage products.

Suggestions: • •

•

Delivery position should be maintained to get go od returns from the market. The Company must try to make different brands of Marico available at every retail Outlet whether it is large or small, otherwise the consumers may go for substitute. The company executives should visit the outlets on a regular basis.

In doing so, it was possible to assess the upcoming places where the company can have or has some of its retails. This can provide with opportunities in present as well as in future for long term advantages of Marico.During the course of this project, the researcher was also fortunate enough to be able to study the promotional techniques of the company, finding out the retailer’s and the Marico’s employees way of functioning. With the help of the data collected and self study, a sincere effort has been made to give some humble recommendations for the organization at the end of the report which in some way or the other would benefit the firm.

INTRODUCTION TO THE PROJECT 4.1 TITLE OF THE PROJECT Outlet/reta Outlet/retailer iler validatio validation/str n/strategy ategy for optimized optimized distributio distribution n cost with special special focus in product product positing. 4.2 OBJECTIVE OF THE STUDY

The main objective of this project is to do Outlet/Retailer validation Survey in Dharavi (Mumbai) by taking the existing Outlet list and going with Non Mera DSR for validating the present list we have, agai ag ains nstt ac actu tual al co cove verag ragee an and d al also so ex expl plor oree sc scop opee fo forr ad addi ding ng to Ma Mari rico co re reta tail iler er ba base se by go goin ing g to areas/Outlets where other FMCG majors like HLL/Colgate/Britan HLL/Colgate/Britannia nia service but we do not. We also have to find out new outlets which have been opened in the last few months, which we are not covering. all these area Comes under Bombay Enterprises and The basic objectives of the study are to know what are the problems faced by the retailers and how that can be reduced or eliminated.

The objective are 1. To find-out how many outlets has been shutdown in last few months in identified localities. 2. To find-out how many new outlets has been open in last few months in identified localities and researcher had to visit all the new outlets and ask some questionnaire provided by the company. 3. To know the position of the delivery of Marico products. 4. To know the brand availability of different Marico products. 5. To know what the other company is doing and how much margin they are giving. 6. To know the opinion of retailers regarding the promotional schemes. 7. To know the merchandiser work and proper display in outlets. 8. To know the frequency of visit of the Marico sales personnel. 9. To know about the time duration for the replacement of the damaged or leakage/breakage products.

Survey Area Before going in detail we should know the exact location and brief information about the Dharavi Dhar avi are area. a. Ofte Often n dubb dubbed ed “Asi “Asia’ a’ss larg larges estt slum slum,” ,” Dhar Dharav avii is in fact fact a hear heartt-sh shap aped ed agglomeration of primarily informal settlements, literally located in the heart of Mumbai, India’s commercial capital. Once a remote settlement on the outskirts of the city, Dharavi due to Mumbai’s rapid northward expansion, now finds itself strategically located between the city’s two main suburban railway lines and a stone’s throw away from the Bandra-Kurla Complex, the new financi financial al and commer commercia ciall center center.. These These geograp geographic hic advant advantage agess and Mumbai Mumbai’s ’s relati relative ve shortage of developable land combine to make Dharavi a prime piece of real estate potentially worth billions of dollars, creating pressure for redevelopment.

The Area Spanning an area of about 223 hectares (550 acres), Dharavi bordered by the Sion, Mahim and Matunga rail railway way stat statio ions ns and two two majo majorr roads roads (Sio (Sion n and and Mahim Mahim Link Link Roads) Roads) that connec connectt the easter eastern n and western parts of the city. Dharavi is home to between half a million and one million people (no recent and reliable population statistics are available). A 1986 survey survey by the Nation National al Slum Slum Dwelle Dwellers rs Federa Federatio tion n (NSDF) DF) count unted 530,225 225 peo people (106 106,045 households) living in 80,518 structures; the numbers have surely grown since then. As evidenc evidenced ed in the popular popular aerial aerial images images of the slum’s contiguous rooftops, Dharavi is an extremely dense environment. A recent survey by the Kamla Raheja Vidyanidhi Institute of Architecture (KRVIA) established that a central area of Dharavi (Chamra Bazaar) contained densities of up to 336,643 people per square kilometer! Assuming a population of 700,000, the population density in Dharavi would be Around 314,887 per square kilometer. This is 11 times as dense as Mumbai as a whole (the most densely populated city inthe world with 29,500 people per square kilometer) and more than 6 times as dense as day time Manhattan (about 50,000 people per square kilometer).

History and Identity Dharavi Dharavi was originally originally marshy terrain home to the Kolis, Kolis, a traditional traditional fishing fishing community community who lived at the edge of Mahim Creek. As the swamps separating the seven islands that formed Bombay were filled in, migrants from all over India settled in Dharavi. Potters from Gujarat, tanners from Tamil Nadu and embroidery workers from Uttar Pradesh were among those who put down roots in Dharavi beginning in the nineteenth century. For migrants, Dharavi offered work work and afford affordabl ablee housing housing;; for author authoriti ities, es, until until recent recently, ly, it was a place place where where illeg illegal al settlements could acceptably proliferate away from the central city.Today, Dharavi is composed of almost 100 distinct nagars, or neighborhoods, that form a mosaic of regional, linguistic, religious, caste and class identities. Its largest communities are Tamil and Maharashtrian, each compr compris isin ing g about about a thir third d of the the popul populat atio ion. n. Howe Howeve ver, r, virt virtua uall lly y all all regi region onss of Indi Indiaa are are represented in Dharavi, with the newest wave of migrants coming from Bihar. Dharavi is home to Hindus, Muslims, Christians, Buddhists and others who — with the notable exception of the 1992-93 communal riots — have lived side by side largely in peace. The majority of Dharavi’s residents are Dalits (former Untouchables), but members of many other castes and tribes are present as well. Dharavi is home not only to the urban poor, but also to some middle-class professionals unable to find affordable housing elsewhere.

Economy Dharavi is not only a residential space, but also a major economic hub representing the city’s vast informal informal sector. sector. Dharavi’s Dharavi’s commercial commercial enterprise enterprisess include include recycling recycling industries industries,, leather leather tanneries, heavy metal work, woodwork, and manufactured goods such as garments, shoes, luggage luggage,, jewelr jewelry. y. Indust Industrie riess genera generally lly serve serve all of Mumbai Mumbai,, and many many product productss are even even distri distribut buted ed in global global market markets. s. One conserv conservati ative ve estima estimate te places places the annual annual value value of goods goods The Econ Economi omist st , pro produce uced in Dharavi at USD 500 million (“Inside the Slums,” The 27/1/05).Commercial and manufacturing enterprises provide employment for a large share of Dharavi’s population as well as for some living outside Dharavi. Much of Dharavi’s productivity is rooted in a decentralized production process relying on a vast network of small home-based production units.

Land and Housing The Brihanmumbai Municipal Corporation (BMC) own most of the land in Dharavi, with private landholders and the central government controlling the rest. An informal real estate market operates in the area, with prices varying by location and building quality. While some residents live in structures with tin walls and plastic sheeting, many have moved up to brick or concrete and have added lofts, upper stories and decorative elements. Some owners lease spaces to tenants, having purchased more than one house or moved out of Dharavi. Although a majority of structures constitute “slum housing,” Dharavi also contains other housing typologies, including the the form former er vill villag agee stru struct ctur ures es of Koli Koliwa wada da,, plan planne ned d gove govern rnme ment nt chawls and tran transi sitt accommodations, and government-sponsored high-rises.Those who have never ventured into Dharavi Dharavi may imagine it as a wasteland wasteland of tent-like tent-like temporary temporary structures structures,, an immense immense junkyard

crowded with undernourished people completely disconnected from the rest of the world, surviving on charity and pulling the economy backward. Beneath the sea of corrugated tin roofs, the reality could hardly be more different. Dharavi is a highly developed urban area composed of dist distin inct ct neig neighbo hborh rhoo oods ds and and bust bustli ling ng with with econ econom omic ic activ activit ity y that that is inte integr grat ated ed soci social ally ly,, economically and culturally at metropolitan, regional and global levels.

SHOPS IN DHARAVI

DHARAVI CROSS RD, my area where I worked with Vinay Mishra, DSR

Shops along the way to Mahim Station

Dharavi comes under Bombay Enterprises. The Proprietor of this Agency is Kaku Bhai. There are three non mera DSR for Covering Dharavi area. The list of Area, DSR, Close Outlets, New Outlet Are Given Below. Nam Namee Of Of The The Agenc gency y Whe Wherre Sur Surve vey y Has Has Been Been Done one Name Of Area Where Survey Has Been Done No Of Beat Where Survey Has Been Done Name Of The Surveyor Total No Of Shops In These Beats

Bomb Bombay ay Enter nterpr priises ses Dharavi(Mumbai) 18 Beats Abhishek Kumar 810 Shops

RESEARCH METHODOLOGY Exploratory Research: The research work was Exploratory in nature and was meant to provide

the basic information required by research objectives. A preliminary study and findings on outlet/retailer validation can be further consolidated after detailed conclusion study has been carried out. The major methods employed in research are Survey and Observations. Rese Resear arch ch Appr Approa oach ch::

Surv Survey ey

A survey is a research technique used to gather information from a sample of respondents by employing a questionnaire or open interviews. Normally surveys are carried out to obtain primary data. Area of research

In Dharavi I worked in 18 area 1. 2. 3. 4. 5. 6. 7. 8. 9.

SAI SAI BABA ABA NAGAR GAR 90 FEET 2 NG WK, TRANSIT CAMP II NG WK, WK, DHAR DHARAV AVII MAIN MAIN ROA ROAD D III III NG WK, WK, 90 FEE FEET T II II NG NG WK WK, M.L M.L CA CAMP II NG WK, WK, BHAR BHARAT AT NAGA NAGAR R II II NG WK, WK, DHAR DHARAV AVII CROS CROSS S RD RD NG NG WK, WK, TRAN TRANSI SIT T CAMP CAMP NG WK, WK,

10. DHARAVI DHARAVI MAIN RD NG WK, 11. 90FEET 90FEET ROAD NG WK, 12. M L CAMP NG WK, 13. BHARAT NAGAR III NG WK, 14. SAI BABA NAGAR NAGAR NG WK, 15. DHARAVI DHARAVI MAINROAD MAINROAD - II NG WK, 16. LAXMI LAXMI CHAWL CHAWL NG NG WK, 17. M.L.CA M.L.CAMP MP - I NG NG WK, WK, 18. NAYAK NAYAK NAGAR NAGAR NG WK)

Tools used for Research:-

Tools used for this research is short interviews. A brief set of sample questions was prepared to collect the relevant information.

Data Collection:

Primary Data: - The primary data was collected by interviewing personally with the help of preset questions.

secondary was collected collected from Marico Marico Territory Territory sales executive, executive, DSRs Secondary Secondary Data: - The secondary And Distributors. With the help of some short interviews and some informal chat, the data was collected regarding the remaining information about the current market scenario and changing market dynamics. SCOPE OF THE STUDY

1. The Market Market survey survey is conducted conducted to make a comparati comparative ve study of the the problems problems endured endured by the retailers of the Marico Company. 2. The survey covers a wide range of activities and the factors, that Influences and shows the increase or decrease in the market share of the Company. LIMITATION OF THE STUDY

Due to improper coordination between organizations, there encountered some difficulties. Also workers attitude towards business is also critical factor for grass root level employees. The limitations are prescribed below. (1) Few retailers were not co-operative. They were not responding relevant answers of questions

(2) Only few areas areas have been considere considered d for research. research. (3) Study was restricted restricted to few outlets due to to large no of outlets under one DSR’s. (4) Duration of Project: As we were required to complete the summer project within a short period of 75 days, we could not explore all the dimensions of study. However I have tried my level best to find out each and every thing whatever the company required. (5) No convince allowance - As no convince allowance was paid to me, it was not possible to carry out market Research on a vast scale.

MARICO INDUSTRIES LIMITED Marico is a leading Indian Group in Consumer Products & Services in the Global Beauty and Wellness space. Marico Ltd is a family-owned company, incorporated on October 13 1988 as Marico Foods Ltd. The name was changed to Marico Industries Ltd with effect from October 31 1989. In April 1990 the company commenced commercial operations by taking over the business of the consumer products division of The Bombay Oil Industries Ltd (BOIL). Marico later changed its name to Marico Ltd on April 25 2005.Marico largely continues to be a family-owned company with the promoters Harsh Mariwala and family holding 63.45% of the total shares as on September 30 ,2007. Though the company is family-owned, it is managed by professionals and the unique rotation policy p olicy of the company is also well-known. Marico is a flat organization with only five levels of reporting between the managing director and an operator on the shop floor. We believe this flat structure helps the company in being more responsive to the environment while providing enriched roles for members. Keeping in mind the fast and ever changing business environs, Marico's Marico's structure structure is dynamic dynamic and constantly constantly evolving. Marico undertook undertook an organization organizational al restru restructu cturin ring g exerci exercise, se, which which result resulted ed in the Marico Marico Group Group busine business ss organi organizat zation ion being being restructured into three strategic business units (SBUs) - consumer products business (personal & nature care and wellness & new products), Kaya Business (Kaya Skin clinics and Kaya Life) and the international business (which comprises the international FMCG business and the Sundari business). Marico markets well-known brands such as Parachute, Saffola, Sweeka Swe ekar, r, Hai Hairr & Car Care, e, Nih Nihar, ar, Sha Shanti nti,, Med Medike iker, r, Rev Revive ive,, Man Manjal jal,, Kay Kaya, a, Sun Sundar dari, i, Aro Aromat matic, ic,

Camelia, Fiancee and HairCode. Marico’s brands and their extensions occupy leadership positions posit ions with signi significan ficantt marke markett share sharess in most categoriescategories- Coconut Oil, Hair Oils, Post wash hair care, Anti-lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc. Marico is present in the Skin Care Solutions segment through Kaya Skin Clinics (65 in India and The Middle East), the Sundari range of Spa skin care products (in the USA & other countries) and its soap franchise (in India and Bangladesh). Marico's branded products are present in Bangladesh, other SAARC countries, the Middle East, Egypt and South Africa. The Overseas Sales franchise of Marico’s Consumer Products (whether as exports from India or as local operations in a foreign country) is one of the largest amongst Indian Companies and is entirely in branded products and services. Mari Ma rico co wa wass se sele lect cted ed as on onee of th thee ei eigh ghtt In Indi dian an co comp mpan anie iess in S & P’ P’ss li list st of Ch Chal alle leng nger er Companies from various nations, compiled globally by Standard & Poor’s in June 2007.

AWARDS Marico has also won various other Awards such as the following: •

Marico Uncommon Sense case study has been showcased in the Annual World Effie Coffee table book, 2008.

•

Marico’s “Saffola World Heart Day" campaign has won a Bronze at the first-ever Asia Pacific Effie Awards, Singapore, 2008.

•

3 top Awards instituted by CNBC-TV18, U21 Global and Watson Wyatt Worldwide, in following categories: India’s Employer of Choice for 2007, Award for HR Excellence & Award for Best Employer in the Consumer Products and Healthcare Sector.

•

Gold Effie (2007) for its corporate campaign and a Bronze Effie (2007) for Saffola.

•

Kaya - Best Retailer Retailer in the Beauty and Fitness category, category, India retail Forum (September (September 2007)

•

NDTV Profit - Business Leadership Award, FMCG Personal Hygiene Category (July 2007).

•

One of India's 10 best marketers (Business Today September 2006).

•

Brand Leadership Award at the India Brand Summit 2006 (September 2006).

•

Kaya - Retailer of The Year Award (for the 2nd consecutive Year) at India Retail Summit 2006.

•

The Gulf Marketing Review Award in the Middle East 2006.

Every month, over 70 Million consumer packs from Marico reach approximately 130 Million consumers in about 23 Million households, through a widespread distribution network of more than 2.5 Million outlets in India and overseas. Marico’s focus on sustainable profitable growth is manifest through its consistent financial performance – a CAGR of 21% in Turnover and 30% in Profits over the past 5 years- while setting a record of several consecutive quarters of year on year growth- 34 for Profits and 30 for Sales.

Marico Brand Parachute Over the last few years, Marico has focused on a consistent strategy of growing the coconut oil market by encouraging conversions from loose oil to branded oil. At the same time Parachute has also worked on increasing its market share in pockets where the scope to do so is higher than in its strongh stronghold olds, s, through through variou variouss micro micro-ma -marke rketin ting g and distri distribut bution ion expansi expansion on initi initiati atives ves.. During the year, Parachute coconut oil in rigid packs recorded a volume growth of 11% over the previous financial year. In July 2007, retail prices of the brand were increased by 3%, in anticipation of some inflation in input prices. Though input costs did not increase as expected until until about about Dece Decemb mber er 2007, 2007, Para Parachu chute te conti continue nued d to show show good good volum volumee grow growth th and and has has maintained its market share. Parachute’s market share for the 12 months to February ‘08 was at 48% in volume terms. Given the brand’s strong equity amongst its consumers, the company expects to be able to pass on any increases in input prices and maintain its margins per unit volume. The competitive scenario in the category remains by and large unchanged. While there have been a few entrants, entrants, their impact has not been very significan significant. t. The company company is keeping keeping a watch on the progress of these brands. Nihar coconut oil grew at a modest rate of 4% during the year. The annual growth appears low as the growth in the first half was depressed on account of pipeline filling during the previous year, the period immediately after Marico acquired the brand. Marico commands a 56% share of the coconut oil category in India with its three brands Parachute, Nihar and Oil of Malabar.

Hair & Care Silk-n-Shine Hair & Care Silk-n-Shine is a post wash hair conditioner from Marico. After a successful 3months prototype in West Bengal. Silk-n-shine was launched nationally in June 2004. Silk-n-Shine is borne out of real need of today's women. As they spend more and more time out of home, exposure to pollution, dust and sunlight makes their hair rough and dry. Hair dyes, frequent shampooing and hard water further damage hair causing tangles. And when they try to comb out the tangles tangles their hair breaks breaks Hair & Care's new Silk-n-Sh Silk-n-Shine ine hair potion potion with the goodness of fruit-vitamins works naturally on tangled hair with a unique 3-steps action, leaving if soft and silky. 1. Coat Coatss ever every y stra strand nd of of hair hair 2. Undoes Undoes knot knotss and snar snarls, ls, detang detanglin ling g hair 3. Makes Makes hair hair soft soft and and silky silky,, in minu minutes tes Marico has occupied a place in the newer age hair care formats popular amongst the youth through a portfolio of post-wash hair-grooming products. These include Marico’s Silk-n-Shine a post-wash conditioner, These are still nascent segments in the hair grooming category in India and the company intends to establish its presence in these segments that could see an inflection in usage in the future and to play its role in category creation. Silk n Shine has been promoted in a campaign promising “parlor like silky hair” and endorsed by celebrity actress Katrina Kaif. The brand has a share of 33% in the post-wash conditioner market (during the 12 months ended August 2007).

Saffola Saffola, Marico’s refined edible oil brand has created strong “good for the heart” equity for itself over the years. The brand dominates the refined safflower oil and blended oils with safflower cate catego gory ry.. Whil Whilee it occu occupi pies es a nich nichee supe super r pre premi mium um posi positi tion on abov abovee othe otherr prem premiu ium m refi refine ned d oils oils,, the the bran brand d never neverth thel eles esss has a pote potent ntia iall for for growt growth h give given n the the incr increa ease sed d inci inciden dence ce of heart heart rela relate ted d ailm ailment entss in the the coun countr try y and and the the grow growin ing g awar awaren enes esss and and health health consci conscious ousnes ness. s. The brand brand has been been actively promoting health consciousness and pos posit itiioni oning itsel tselff on the “prev preven enttive” ve” platform. Saffola continued to build its equity by taking a thought leadership stance through various on-ground activities and comm commun unic icat atio ion n thro throug ugh h mult multip iple le medi mediaa channel channelss during during World World Heart Heart Day. Day. During During Q2FY08, the Saffola franchise grew by 21% in volu volume me over over Q2FY Q2FY07 07,, led led by high higher er growths in Saffola Gold. The brand’s strength

has helped helped it levera leverage ge recent recent environ environmen mental tal trends trends.. Earlie Earlierr this this year, year, Marico Marico extende extended d Saffola’s good for heart equity beyond refined edible oils into functional foods. Saffola Atta Mix, a high fiber flour additive that helps manage cholesterol was launched nationally. As the Atta mix not only serves as a functional food but in fact improves the taste and texture of the rotis (bread), this product that leverages an existing habit of mixing grains for healthier h ealthier flour, has been well received. While current sales are still very small, the acceptance of the functional foods concept will help establish a platform for a range of similar functional foods that facilitate a much healthier lifestyle.

Nihar Hair Oil The Company’s basket of hair oils continues to show strong growth. As in the past, the company has focused on rigid pack sales of its hair oil portfolio. Marico’s hair oils in rigid packs grew 15% in volume over the corresponding quarter in the previous year. The “Gorgeous Hamesha” campaign of Parachute Advansed endorsed by film personality Deepika Padukone has been received well. This together with the “One hour Champi” campaign from Parachute Advansed is expecte expected d to encour encourage age increa increased sed usage usage of the brand both both pre-wa pre-wash sh and post wash. wash. In the perfumed coconut oil rigid category, Parachute Jasmine and Nihar perfumed oils grew by 9.6% in volume. Marketing support has ensured continued performance in the market place. Between these two brands, Marico continues to dominate the perfumed coconut oils market with a market share of rigid packs at 79% (12 months to August 2007). Nihar’s perfumed hair oil’s“Aami Nandini” campaign won Bronze at this year’s Effie awards. Shanti Amla showed a growth of 12% during the quarter as compared to Q2FY07. Its market share in the Amla oil category was 9% (12 months to August 2007).

Hair & Care Marico’s Hair & Care continued to perform well in the market place while being supported by a commercial that cues nourishment and strengthens the youth imagery of the brand. During Q2FY08, the brand registered a volume growth of 21%, buoyed by a consumer offer on the 300ml pack. A price increase of about 4% effective July 2007, has been implemented. Hair & Care’s share in the NSHO (Non-Sticky Hair Oils) market for the 12 months to August 2007 was 16%.

Kaya Skin Clinic The skin care solutions business of Kaya Skin Care Ltd. broke even during FY07 with a marginal profit before tax. Having established the model, Kaya now plans to move into the next phase of clinic expansion. Kaya would open about 15 new clinics a year. Each of these, as is true currently, will be company owned and managed, there being no plans as of now to adopt a franchise model. In choosing locations, Kaya would try to saturate demand in existing cities (it is already present in 16 cities in India) and reach out to only a few new cities. During Q2FY08, Kaya Skin Care added 2 clinics in India, one each in Mumbai and Pune. The company has been able to identify and tie up a few more properties for establishing new clinics. One clinic was added in the UAE at AL AIN during the quarter, taking the total number of clinics in the Middle East to six. Kaya plans to open its first clinic in Saudi Arabia shortly. During Q2 FY07-08 the

Kaya Skin Lightening service was launched nationally with TV advertising support. The efficacy feedback on the service continues to be positive. This quarter also saw the launch of Kaya Skin Renewal a range of peels which target specific skin needs of customers such as pimples, agecontrol, pigmentation, clarity and overall skin health. Products form a share of about 15% of Kaya’s revenues. In order to enhance this revenue stream, Kaya began prototyping the “shop-inshop” model through kiosks at malls such as Lifestyle and Hyper City. The response from this experiment with about 8 kiosks has been good and the company has now commenced a dialogue with other Retail chains to establish and scale up this concept. After a successful prototype in Q1FY08, Kaya Pigment Reducer was added to the basket of product offerings from Kaya andlaunched andlaunched in Q2FY08. Q2FY08. The company company plans to continue continue to launch more new products in order to offer a “more complete” range.During Q2FY08, Kaya recorded a turnover of about Rs 24 crore, a growth of 36% over Q2FY07. On a sequential quarter basis, the growth over Q1FY08 was about 8% During September 2007; Kaya was chosen the Best Retailer in the Beauty and Fitness category by the India Retail Forum (Images) with special mention for being pioneers and setting standards in the skin care solutions business.

Kaya Life: In June 2007, Kaya was extended beyond skin care solutions. Kaya Life centers offer holistic weight loss Solutions that are customized to individuals. The consumer need is large with India ranking amongst the top 10 obese nations. The problem is much more acute in urban centers, with many of those above 35 years of age suffering unhealthy body shapes. Targeted towards SEC A (18-40 male / female) consumers who acknowledge the weight issue to themselves and desire to change the status to “look good”, The business’s unique proposition of customized holistic, sustainable weight management proposition using the Synergy 4 model (four pillars of Lifestyle counseling, Inch Loss, Food & Meal planning and Energizing exercises) has already begun to redefine people’s perception of weight management through the customized services it offers ranging from 45 day program to 3 month program. Kaya Life opened its first center at Juhu in Mumbai towards towards the end of last quarter. quarter. The initial initial response consumer consumer response on the Kaya Life experience has been good. Based on its performance over the next couple of months, there are plans to open 3 – 4 more centers during the year, initially in Mumbai. Focus on Growth Prototypes and New Launches In order to generate additional sources of growth in the coming years, Marico as an FMCG company must create a healthy pipeline of new products. The company intends to introduce new offerings to its consumers through prototype launches at regular intervals.Some of the products that the company has prototyped during the year are discussed below:

Maha Thanda Marico’s hair oil basket in India includes Parachute Advansed coconut oil, Parachute Jasmine and Nihar perfumed coconut oils, Hair and Care and Shanti Amla. During Q4FY08, Marico marked an entry into the fast growing cooling cooling oil market with a view to plug this gap in its hair oil portfolio. portfolio. Maha Thanda is Ayurvedic hair oil with extracts of several several herbs and can be used for a cooling head massage that helps reduce stress, soothe headaches and enable good sleep. The national market for the category is estimated to be about Rs 400 crore with a growth of over

20% during the last year. Maha Thanda is being prototyped in Bihar and is endorsed by the Bhojpuri celebrity Ravi Kishan

Saffola Diabetes Management Atta Mix The response hitherto has been encouraging .Saffola Diabetes Management Atta Mix Saffola enjoys substantial equity for its perceived health benefits, especially on the good for heart platform. Given the widespread issues of heart health in India, significant potential exists for the introduction of lifestyle management products. While the functional foods concept is still in its nascent stages in India, the brand hopes to play a leadership role in creating this habit amongst health conscious consumers. The compan company y had introd introduce uced d Saffol Saffolaa Choles Cholester terol ol Manage Managemen mentt last last year. year. During During FY08, FY08, it commenced the prototype of Saffola Diabetics in Delhi and the National Capital Region. In order to leverage the current health and lifestyle trend in India, the company plans to build a portfolio of functional food products. Geographic expansion - Entry into the South African ethnic hair care and health care market During Q3FY08, Marico made an entry into the South African ethnic hair care and health care market through the acquisition of the consumer division of Enaleni Pharmaceuticals Limited.

Parachute Advansed Starz In December 2007, the company began prototyping the Parachute Advansed Starz range of hair care products for kids. This comprises coconut based non-sticky hair oil, a gentle shampoo and a nourishing cream gel. The cream Gel introduces a new format with the cream providing the goodness of coconut, keeping hair free from damage while the styling gel allows an instant cool and sporty hair-do. Parachute Advansed Starz hopes to capitalize upon a gap in the hair care for kids market in India today.

Kaya Expansion Kaya skincare services were made available to its customers at 18 new clinics during FY08. Kaya Skin Clinic now has a presence through 65 clinics of which 56 are in 19 cities across India and 9 service its customer in the Middle East. During the year, Kaya also began offering weight management solutions at 3 centers under the brand Kaya Life.

Consumer Products Business - India: In the the cons consum umer er produ product ctss busi busine ness ss,, the the flag flagsh ship ip bran brand, d, Para Parachu chute te Coconut Oil grew by 10% in volume over the previous financ financial ial year. year. The focus focus segmen segmentt of the hair-c hair-care are range (Parachute Jasmine, Parachute Advansed, Shanti Amla Badam, Nihar Naturals and Hair & Care being the key elements) grew by 16% in volume. In the

Premium Refined Oils market, Saffola, the company’s second flagship, grew by 22% in volume during the year.

Post-wash Conditioners In the Male Male Groomi Grooming ng segmen segment, t, Parach Parachute ute Afters Aftershowe howerr cream cream signed signed on Indian Indian cricke cricketer ter Sreesanth as its second brand ambassador in a ddition to Yuvraj Singh. A new campaign ca mpaign featuring both the brand ambassadors went on air in December 2007 driving the proposition of 24 x 7 dandruff free styling supporting the anti-dandruff variant. Parachute After Shower hair cream now commands a 42% share of the hair creams market (during the 12 months ended February 2008). Parachute After Shower gel launched in December 2006 has been receiving a good response. Marico’s share in the male grooming segment, including gels, is about 21%.

International FMCG Business Marico’s Marico’s overall international international business grew by 59%, while its organic organic growth growth over FY07 was 21%. In its traditional markets, namely the Middle East and Bangladesh, Marico’s International FMCG business continued to grow and record share gains. In Bangladesh, Parachute coconut oil has been going from strength to strength. It has gained market dominance backed by strong mark market etin ing g supp suppor ort. t. Duri During ng the the 12 mont months hs ende ended d Febr Februa uary ry ’08, ’08, its its mark market et shar sharee was was 67%.Parachute will focus on growing the branded market by encouraging conversions from loose oil. In the Middle East, Parachute Cream’s focused marketing efforts, including advertising and in-store promotional activities have yielded good results. The brand has now begun closing the gap on the leader in the GCC countries, Brylcream. Its advertising is locally tailored and uses a region regional al celebr celebrit ity y for endorseme endorsements nts.. Earlie Earlierr during during the year, year, the brand brand was restag restaged ed as Parachute Aqua-shield, on the platform of nourishment plus protection from harsh water. The GMR Outstanding Achievement in Marketing Award was conferred upon Parachute for the second consecutive year. The Egyptian brands, Fiancée and Hair Code are performing as per expectations. They achieved a turnover of about Rs 88 crore during the year. Advertising support accompanied by promotional offers during the Africa soccer championships helped in expanding the franchise. The current combined market shares of the two brands in Egypt stand higher at

62%. The company has also commenced exports of the products to neigh bouring African nations. Earlier during the year, Marico commenced putting up a green field project in Egypt which will serve as a manufacturing base for the MENA (Middle East and North Africa) region. This aims to leverage benefits from trade agreements between Egypt and countries in the Middle East. The project in expected to be completed by the end of the calendar year. Geographic expansion forms part of Marico’s growth strategy. In November 2007, Marico entered the fast growing South African ethnic hair care and health care market through the acquisition of Enaleni Pharmaceuticals Consumer Division Pty Ltd. The market for Ethnic Hair Care and Relevant OTC Healthcare products in South Africa is estimated to be in the region of about Rs. 600 crore. The Durban-based entity is present across segments such as Hair Relaxers, After Care-Hair Food and Hair Conditioners with a current annualised turnover of about Rs 53 crore comprised largely of 3 brands, viz. Caivil in the premium ethnic hair care, Black Chic in VFM hair care and Hercules in OTC Health Care. The process of integration of the business is underway. During FY08, Marico clocked a turnover of Rs 20 crore in South Africa. Marico expects to capitalize upon the rapidly growing ethnic hair care market driven by Black Economic Empowerment (BEE) in South Africa. At the same time however, it anticipates the need for brand building investments. The contribution to the bottom line during the first two years is thus expected to be negligi negligible ble.. A good perfor performan mance ce from from all geogra geographi phicc region regionss has enable enabled d the Intern Internati ationa onall Business to show healthy growth. Marico’s International Business now comprises about 16% of the group’s turnover. Continued Rupee appreciation rate, against the United States Dollar, is putting some pressure on the International Business margins and growth in Rupee terms. Sundari In line with the Operating Agreement with its joint venture partner, Shantih LLC, Marico has exercised its call option to raise its stake in its subsidiary Sundari LLC from 75.5% to 100%. With effect for October 23, 2007, Sundari has become a wholly owned subsidiary of Marico Limited

.

OPERATING MARGIN STRUCTURE FOR MARICO GROUP % to Sales & Services (net of excise) Material Cost (Raw + Packaging) Advertising & Sales Promotion (ASP) Personnel Costs Other Expenses PBDIT margins Gross Margins (PBDIT before ASP)

FY08

FY07

51.4 12.9 6.6 16.1 12.9 25.8

51.6 13.6 5.8 15.9 13.0 26.6

Notes: 1. In order to make comparison meaningful, extraordinary items with a one-time impact have been excluded from the above table. These include a reversal of provisions during FY07 of Rs 8.0 cr pertaining to personnel costs and Rs 4.9 cr of ASP. 2. Material costs to sales are similar to those in the previous year.

3. Person Personnel nel expense expensess are higher higher owing owing to normal normal remune remunerat ration ion increa increases ses,, perfor performan mance ce incentives and higher head count, particularly in Kaya. 4. The company has a conservative treasury policy with minimal risk exposures. It did not incur any losses on account of derivative structures and has no derivative structure exposure on its books. 5. The detailed Financial Results and other related useful information are available on Marico's website – http://www.maricoindia.com/ic_latest.htm

Market Scenario Given below is an overview of Marico's market standing Brands Parachute, Oil Of Malabar, Nihar Hair Oil (Hair & Care, Parachute Jasmine,Parachute Jasmine,Parachute Advansed, Shanti Badam Amla,Nihar) Mediker Sil Revive

Brands

Rank

Coconut Oil Hair Oils

Indicative Market Share range % 57-58 22-24

Anti Lice Treatment Jams Fabric Starch

90 7-8 80

1

1 2

1

Marico’s Parachute and Saffola are among India’s top 100 most trusted brands as per the survey carried out by Brand Equity (The Economic Times) in February 06 - Parachute ranks 29th while

Saffola ranks 93rd. Parachute continues to be the worlds largest packaged Coconut Oil Brand. Marico has consistently sought to broad base its brand basket. The new products dealt in by the Company during last 5 years have now assumed a critical mass and contribute over 28% to the group business. In the process, Marico's dependence on Parachute has consistently been reducing. From a share in the range of 70% - 75% in early 90's, Parachute today contributes about 40% - 45% to the top line of Marico. Its share in profits too has come down.

Reach Marico procures one out of every 25 coconuts produced in India and 3 nuts per coconut tree in India. Marico sells over 7Crore (70 Mio) packs to around 13 Crore (130 Mio) people every month. Marico’s products reach around 2.3 Crore (23Mio) households through over 25 Lac (2.5 Mio) Mio) retail retail outlet outletss servic serviced ed by its nation nation-wi -wide de distr distribu ibutio tion n networ network k compri comprisin sing g 4 Regional Regional offices, 30 carrying & forwarding agents (CFAs) and about 3500 distributors and stockiest. Marico’s distribution network covers almost every Indian town with population over 20,000. Marico has partially leveraged its network through a distribution alliance with Indo Nissin Foods Ltd. (Top Ramen- Curry, Cup O' Noodles).The table below provides an indicative summary of Marico's Distribution Network in India. Sales Territories Towns Covered (‘000's) Distributors Super Distributors Stockists Retail Outlets – Reach (millions)

Urban 135 3.2 850 1.65

In Bangladesh, Marico reaches over 350,000 outlets.

Marico Presence in the Sub Continent

Urban 35 11.0 120 2,500 0.85

Registered office: Marico Ltd. Rang Sharda, Krishnachandra Marg, Bandra Reclamation, Bandra (West), Mumbai – 400 050 Tel : 91-22-66480480 Fax: 91-22-66490112 Andheri Lab:

Kalina R & D

Calicut Office:

Marico Ltd.

Bombay College of Pharmacy

Marico Limited

C-10 Dalia Industrial Estate, 2nd Floor, Off. Link Road Andheri (W), Mumbai - 400 058 Tel. 55020501/26732344 Fax : 2673 2283 Daman Plant: Marico Limited Survey No. 697/7, 1-A

2nd Floor, C.S.T Road Kalina , Santacruz (East) Mumbai -400098 Tel: 26664004 Fax: 26661733 Goa Plant: Marico Limited Plot No. 71 & 72/1

9/45, Silk Street Calicut - 673 001 Kerala

Maharani Indl. Estate Dabhel, Nani Daman Daman – 396210

Khanderpar , Ponda North Goa Goa - 403 406

Tel: 0260- 2244102/103

Tel: (0832) 2345 306/

Ajanta Road Jalgaon - 425 003 Tel: (0257) 2210002/8, 2210235 Fax: (0257) 2210 231

Dehradun Plant:

2344 830/ 873/ 874 Kanjikode Plant: Marico Limited

Factory 1 Marico Limited

Khasra No. 1011/1, Camp Road, Central Hope Town, Selakui, Dehradun-248197, Uttaranchal Ph No :- 0135-2698386/2692727 0135-2698386/2692727

New Industrial Development Area, Kanjikode Me Menonpara Rd Rd., Kanjikode – 678621 Dist: Palakkad , Kerala Tel.: (0491) 2566 363/2567195/6 Fax: (0491) 2567 197

Tel.: (0495) 2365 253 Fax: (0495) 2369 738 Jalgaon Plant: Marico Limited

E-10, MIDC Area

Pondicherry Plant: Marico Limited

Plot No. SP - 15, PIPDIC El Electronic Pa Park Mannadipet, Thirubhuvanai Pondicherry – 605 107 Tel: 0413 - 2641 300/ 301 Fax C/o: 0413 - 2251307

Regional Offices: South RO: Marico Limited 210-B, Swapnalok Complex, Sarojini Devi Road,

West RO: Marico Limited C-10, Dalia Industrial Estate, Modi House, Off. New Link Road, Near Fun Republic Cinema Andheri (W), Mumbai - 400 058 Ph: 26732439-40, 26732472

Secunderabad - 500 003 Ph: 040- 2781 3351/ 5526 0067 North RO: Marico Limited No.5, DDA Local Shopping Centre 3rd floor, Okhla Commercial Complex, Phase - II, New Delhi - 110 020 Ph: 011 - 2638 3370/ 8167/ 8168

East RO: Marico Limited Krishna Bldg., 4th floor,

Room No. 416, 224, A.J. C. Bose Road,

Kolkata - 700 017 Ph: 033 – 22470750, 22477629

International Offices: Bangladesh Office: Registered Office: Marico Bangladesh Limited 272 Tejgaon Industrial Ar Area

Dubai Office: Marico Limited Flat No 302, AI Ballorah Building Karama, Du Dubai, Un United Ar Arab Em Emirates

Dhaka Bangladesh 9893028/8859510 Ph: 00 8802 9893028/8859510 Fax: 00 8802 9888849 Kathmandu Office: Marico Limited

Tel: 00 9714 3965416 Fax: 00 9714 3973725

C/o Maheshwari Traders Block No. KHA 1/143, Tankeswar Kalimati, Kathmandu, Nepal Ph: 00 9771 4276968 Fax: 00 9771 4276969 Egypt Office:

Los Angeles, CA 90025, USA Tel: (310) 478 4898 Fax: (310) 478 3808

Registered Office: MEL Consumer Care, 53, 53, Leba Lebano non n Stre Street et,, Moh Mohandi andise seen en,, Giza, Egypt

161, Stamford Hill Road, Durban 4001, Sout South h Afri Africa ca

Sundari LLC: 11111 Santa Monica Blvd. Ste 220,

Marico South Africa Consumer Care (Pty) Ltd.

Ph: (202) 33053770 / 33053772 / 33039401 Fax:(202) 33022121

International Presence

Some of Marico’s products

Board of Directors COMPOSITION AND CATEGORY OF DIRECTORS OF MARICO LIMITED NAME

CATEGORY

Mr. Harsh Mariwala

Chairman & Managing Director (Promoter)

Mr. Rajeev Bakshi

Non-Executive and Independent

Mr. Atul Choksey


Mr. Nikhil Khattau


Mr. Jacob Kurian


Mr. Rajen Mariwala

Non–Executive (Promoter)

Ms. Hema Ravichandar


Mr. Bipin Shah


Mr. Anand Kripalu


Marico Maintains All Round Growth Marico turned in a revenue of Rs 1907 crore during FY08. At 22%, it was another year of healthy growth over the previous year. This comprised 17% organic growths accompanied by 5% inorganic growth. All its businesses, those of consumer products in India, international business business and Kaya skin solutions contributed contributed to the overall growth. Together with this top line increase, the bottom-line recorded a growth of 50%. Profit after Tax (PAT) during the year was at Rs 169 crore as against Rs. 113 crore in FY07. The company has demonstrated steady growth on both the top line and bottom line. Over the last 5 years, they grew at a CAGR of 21% and 30% respectively. At its meeting held on April 24, 2008, the Board of Marico Limited, declared a third interim dividend of 37% on its equity share capital of Rs. 60.9 Crore.

Marico Programs 2008-09 • Marico Programs are offloaded in May ASM JC to Improve Improve Sales and making making Strong MaricoRetailer Relations. • Program Program Champions Champions : RSDMs RSDMs Note: No outlet to have more than one program

•

Direction of Program in channel to be strictly followed – •

Bandhan – Whole olesale

•

Mer Mera/T a/Top Mera era – Key Key Ols Ols

•

Unnati – Chemist •

Dhoo Dhoom m – Key Key Ols Ols /W /Whole holessale ale

All Visibility closures to be done do ne by ASM/RSDM/SPE personally •

•

BIW Window/ Window/Ol Ol Bran Brandin ding g space space// Cat-D Cat-Dom om shel shelf’s f’s to be be personally closed by either ASM/RSDM/SPE ASM/RSDM/SPE – no closure to happen without one of the above visiting the outlet

RSDM RSDM to mai maint ntai ain n Out Outllet wis wise Pivo Pivotts for Visi Visibi billity (outl outlet et wis wise br brand and wise wise)) and and Target Planning (Targets for Program to be given by Div Heads in line with the Cover plans)

DETAIL OF MARICO PROGRAMME

Defining mera outlet •

The Mera Program will be an Incentive to the “Top” Key Outlets in a City

Mera Outlets : •

•

Deciding Parameter: • Top BPM Key outlets in the City : Top Outlet Report [Midas] • For eg, if the ASM has 100 Mera Outlets allocated to him, he shld take a list of 120 ols (20% extra) & then choose the 100 based on ‘Qualitative Parameters’ Other Qualitative (softer) Parameters: • Sells Range of Products • Has Visibility from Competition • High Customer Foot falls

Top Mera Outlet: •

•

Deciding Parameter: • Should be the top BPM outlets from the ‘Mera Outlet’ set • For eg, if the ASM has 20 Top Mera Outlets allocated to him, he shld take a list of 26 ols (30% extra) & then choose the 20 based on ‘Qualitative ‘ Qualitative Parameters’ Other Qualitative (softer) Parameters: • Space to put up all visibility elements (eg. Saffola stand/Dispenser/BIWs)

Top mera club( Alias, super mera) •

•

Program Elements : 4 Compulsory Elements of Execution Visibility : • 2 Windows for BIW per outlet (try to take both windows next to each other) • Window ideally should be behind the counter • Size of BIW Kit : 17X 24 inch for Vertical and 24X 17 inch for Horizontal • Brands for BIW : Communicated to ASMs Phase I

•

•

•

•

ASM to have outlet wise brand wise grid, i.e. what brand will be put in which outlet • All BIWs to be personally selected by the ASM Saffola Stand : • To be placed near the edible Oil Category in the Outlet • Size of Stand : 54 inches (height) x 26 inches (width) x 15 inches (depth) • Brands to keep on the Stand : Will be written on the stand

Male Grooming Dispenser [Unpaid] : • The Old dispensers will be replaced with this new one • Size of the dispenser : 20X12X5 inch Two Hair Oils Category Shelves : • Shelves to be taken in the Hair Oils Category • Backing sheet with Shelf tape will be put for Branding of the shelves’ • Marico Hair Oils to Dominate the Shelves in these outlets

Mera club •

•

•

Program Elements : 2 compulsory Elements of Execution Visibility : or Saffola Shop Branding 50 sq ft per outlet • 1 Windows for BIW kit or Window Window should should be ideall ideally y behind behind the count counter/ er/ Saffol Saffolaa Shop Shop Brand Branding ing near near the the • category • Size of BIW Kit : 17X 24 inch and Branding per Outlet : 50 sq ft • Brands for BIW : Communicated to ASMs Phase I • ASM to have outlet wise brand wise grid, i.e what brand will be put in which outlet • Brands for BIW kits : Communicated to ASMs Phase I

Two Multi Product Dispenser :

• One is a Unpaid Male Grooming Dispenser for the Outlet • The Old dispensers will be replaced with this new one • Size of the dispenser : 20X12X5 Inch • The other dispenser is a Paid Dispenser for Functional Foods/Hair Oils dispenser : 12 inches (height) (height) x 11 inches inches (width) x 8 inches (depth) (depth) • Size of the dispenser • Share Gain Incentive : • •

Target to be given for each period : As in Booklet 1% share gain incentive for achievement of Target

Bandhan programme

•

Bandhan Outlet : • Any Outlet which does a BPM of more than Rs 5000 per month • Sells products to other Retailers • Only to be given to outlets in ‘Wholesale Channel’

•

Enrolment : •

For urban (WMP – U), wholesale parties with Marico Products purchase of greater greater than 100 Ltr P.M to be enrolled in the program.

•

For rural (WMP – R), wholesale parties with Marico Products purchase greater than 50 ltr P.M to be enrolled in the program

Dhoom programme

•

Dhoom Outlet :

•

•

•

To be given only to ‘Wholesale’/’Key Outlet’ Channel High Selling Edible Oil Retailers

Period : • 1st May 2008- 31st March 2009 • Further the period is divided into 3 phases ; • Phase I : May-Jul • Phase II : Aug-Nov • Phase III : Dec-Mar

Unnati programme • • •

•

The Unnati Program will be an Incentive to the “Top” Chemist Outlets in a City Defining Unnati Outlets : Deciding Parameter: • Top BPM Unnati outlets in the City : Top Outlet Report [Midas] • For eg, if the ASM has 100 Unnati Outlets allocated to him, he shld take a list of 120 120 ols ols (20% (20% extr extra) a) & then then choo choose se the the 100 100 base based d on ‘Qua ‘Quali lita tati tive ve Parameters’ Other Qualitative (softer) Parameters: • Sells Range of Products • Has Visibility from Competition • High Customer Foot falls

FACTS AND FINDING During During the market survey researcher researcher had visited visited 18 beats in Dharavi. Dharavi. Researcher Researcher had found that 250 outlets had been shutdown In last few months in that location and also 37 new outlets had been open in that localities. Researcher found that due to the closed outlets company is bearing loss of Rs. 907801.1 (Business per annum).

The list of Area, DSR, Close Outlets, New Outlet Are Given Below. Nam Namee Of Of The The Agenc gency y Whe Wherre Sur Surve vey y Has Has Been Been Done one Name Of Area Where Survey Has Been Done

Bomb Bombay ay Enter nterpr priises ses Dharavi(Mumbai)

No Of Beat Where Survey Has Been Done Name Of The Surveyor Total No Of Shops In These Beats Total No Of Shops Closed In These Beats Total No Of New Shops Found In These Beats Total B.P.A Loss (1st april-31march2007-8) Total B.P.M. Loss Name Of The Beets

18 Beats Abhishek Kumar 810 Shops 250 Shops 37 Shops 907801.1 Rs 75650.0 Rs

Name Of The D.S.R.

Total Shops Beat Wise

SAI BABA NAGAR 2 NG WK

K.K PANDEY

57

TRANSIT CAMP CAMP II NG WK

K.K PANDEY

30

DHARAVI MAIN ROAD III NG WK

K.K PANDEY

32

90 FEET II NG WK

K.K PANDEY

57

M.L CAMP II NG WK

K.K PANDEY

41

BHARAT NAGAR II NG WK

K.K PANDEY

38

DHARAVI CROSS RD NG WK

VINAY MISHRA

41

TRANSIT CAMP NG WK

VINAY MISHRA

59

DHARAVI MAIN RD NG WK

VINAY MISHRA

53

90FEET ROAD NG WK

VINAY MISHRA

66

M L CAMP NG WK

VINAY MISHRA

43

BHARAT NAGAR III NG WK

VINAY MISHRA

38

SAI BABA NAGAR NG WK

JITENDRA

41

SOCIAL NAGAR NG WK

JITENDRA

53

DHARAVI MAINROAD - II NG WK

JITENDRA

36

LAXMI CHAWL 90 FEET NG WK

JITENDRA

40

M.L.CAMP - I NG WK

JITENDRA

43

NAYAK NAGAR NG WK

JITENDRA

42

TOTAL

810

List of Close Outlets:Beat Name

D.S.R. Name

Code

Retailer Name


K.K PANDEY

269820200

JANTA STORE


K.K PANDEY

26991009

RINA GEN STORE


K.K PANDEY

26991010A

VAIBHAV KIRANA


K.K PANDEY

26991035A

SIDDHIVINAYAK STORE


K.K PANDEY

26991038

KUMAR BAKERY


K.K PANDEY

26991049

POOJA GEN STORE


K.K PANDEY

26991058

PRAKASH STORE


K.K PANDEY

26991091A

MOHAMMADI BAKERY & GEN.STORES


K.K PANDEY

26991098

GANESH GEN.STORES


K.K PANDEY

26991122

MAYUR PROVISION STORE


K.K PANDEY

26991126

KAMAL PANWALA


K.K PANDEY

26991128

SHANKAR STORE


K.K PANDEY

26991198

SHRI SURYAVANSHI GEN STORE


K.K PANDEY

26994037

SHAH BABA P/B SHOP


K.K PANDEY

26994039

JAYA STORE


K.K PANDEY

26994038

DEVI STORE


K.K PANDEY

26994041

NASEEM PAN BIDI


K.K PANDEY

26994043

VIGNES STORE

TRANSIT CAMP II NG NG WK

K.K PANDEY

26989026

V.S STORE


K.K PANDEY

26989040

VASANT GEN STORE


K.K PANDEY

26989064

GURUSWAMI STORE


K.K PANDEY

26989100

SHRI SARVANA OIL DEPO


K.K PANDEY

26989028

SHIVKALA STORE


K.K PANDEY

26981074

SHRI SHIVSHAKTI STORE

DHARAVI MAIN ROAD III NG NG WK

K.K PANDEY

26981095

VELAKANNI ST STORES

DHARAVI MAIN ROAD III N G WK

K.K PANDEY

26981096B

SHRI SIDHIVINAYAK BAKERY


K.K PANDEY

26981099b

JAI MATAJI STORE


K.K PANDEY

26981106

NEELESH Kr. KANTILAL


K.K PANDEY

26981111

SAGAR GEN STORE


K.K PANDEY

26981127

SHIV GEN STORE


K.K PANDEY

26982047

IMRAN PAN BIDI

DHARAVI MAIN ROAD III NG N G WK

K.K PANDEY

26982048

FARIDH STORE


K.K PANDEY

26994061

V.P SHAH


K.K PANDEY

26994063

MURGAN STORE


K.K PANDEY

26994064

RAJA GEN STORE


K.K PANDEY

2699446

SHREE SIDDHIVINAYAK BAKERY


K.K PANDEY

26999011

SANGAM PROVISION STORE


K.K PANDEY

26999012

GANESH GEN STORE


K.K PANDEY

26983085

MAHARASTRA BAKERY

90 FEET II NG WK

K.K PANDEY

26983137

GUPTA GRAIN STORE

90 FEET II NG WK

K.K PANDEY

26983144

GAUSHIYA GEN STORE

90 FEET II NG WK

K.K PANDEY

26983145

KHAN BAKERY

90 FEET II NG WK

K.K PANDEY

26994036

KURSHID PAN ANWAR

90 FEET II NG WK

K.K PANDEY

2692325487

NASHEMAN BAKERY

M.L CAMP II NG WK

K.K PANDEY

26986084

NASEEM BAKERY

M.L CAMP II NG WK

K.K PANDEY

26986123

BISMILLAH STORE

M.L CAMP II NG WK

K.K PANDEY

26988023

TAIYABA TRADER

BHARAT NAGAR II NG NG WK

K.K PANDEY

26988027

PATEL TOBACCO


K.K PANDEY

26988062

WASIM STORE


K.K PANDEY

26988126

RIZWAN BAKERY


K.K PANDEY

26988127

ASHRAF TOBACCO


K.K PANDEY

26988135

INSHALLHA STORE


K.K PANDEY

26988136

ASGAR BAKERY


K.K PANDEY

26988137

SOHIL KIRANA

BHARAT NAGAR II NG WK

K.K PANDEY

26988138

J.R STORE


K.K PANDEY

26988140

SHRI DEVASHI STORE


K.K PANDEY

26988156

INDIAN BAKERY


K.K PANDEY

26988178

Shri Ganesh Store


K.K PANDEY

26988181

JANTA KIRANA


K.K PANDEY

26988186

ANJUMAN BAKERY


K.K PANDEY

26988189

NATIONAL MILK DAIRY


K.K PANDEY

269885566

SHAHI STORE


K.K PANDEY

269888555

SHARIF STORE


K.K PANDEY

269205555

AVINAV STORE


VINAY MISHRA

26982070

B.P.SHAH


VINAY MISHRA

26994045

HABIB JIWA


VINAY MISHRA

26988064

SAKHINA GEN STORE

TRANSIT CAMP NG WK

VINAY MISHRA

26988166

BANUSHALI STORE

TRANSIT CAMP NG NG WK

VINAY MISHRA

26989043

PERUMAL STORE

TRANSIT CAMP NG WK

VINAY MISHRA

26994105

JOHN PAN BIDI


VINAY MISHRA

26994106

MOHAMMAD PAN BIDI


VINAY MISHRA

26994107

SOMNATH PAN BIDI


VINAY MISHRA

26994109

DURGA PAN BIDI


VINAY MISHRA

26994110

ASHOK PAN BIDI


VINAY MISHRA

26994111

VINOD PAN BIDI

TRANSIT CAMP NG WK

VINAY MISHRA

26994113

KESINO STORE


VINAY MISHRA

26994114

PREMCHANDRA PAN BIDI


VINAY MISHRA

26994119

SHAFI STORE


VINAY MISHRA

89444A

GOMATHI STORE

DHARAVI MAIN RD NG NG WK

VINAY MISHRA

26902004 A

AMIT P/B


VINAY MISHRA

269269811111A

SHRI SAINTH FARSAN


VINAY MISHRA

26954053

JAI AMBE KIRANA


VINAY MISHRA

26954054

VIJAY STORE


VINAY MISHRA

26954055

JAYA PROVISION STORE


VINAY MISHRA

26981043A

PARMESHWAR SUP MKT

DHARAVI MAIN RD NG N G WK

VINAY MISHRA

26981092A

SIDDHIVINAYAK STORES


VINAY MISHRA

26981120

SHRI BALAJI STORE


VINAY MISHRA

26981122

I.C.P STORE


VINAY MISHRA

26981136

SALIM BAKERY


VINAY MISHRA

26981138

R.P GUPTA STORE


VINAY MISHRA

26982017

ANBARSHI STORE


VINAY MISHRA

26982059

IRSHAD STORE


VINAY MISHRA

26982062

ANWAR GEN STORE


VINAY MISHRA

26983132

S.VIJAY SUP MKT


VINAY MISHRA

26983133

BHANU STORE


VINAY MISHRA

81039A

MOHAMMED ANWAR SHAIKH


VINAY MISHRA

81040A

ANITA STORE


VINAY MISHRA

26994056

JANARDAN PAN BIDI


VINAY MISHRA

26994057

MOHIDDIN PAN BIDI


VINAY MISHRA

26994046

SAYYAD PAN BIDI


VINAY MISHRA

26994052

MADINA PAN BIDI


VINAY MISHRA

26994053

MUBIN PAN BIDI

90FEET ROAD NG WK

VINAY MISHRA

269269098a

PATEL VIKASH

90FEET ROAD NG WK

VINAY MISHRA

26967067

KISHORE P/B

90FEET ROAD NG WK

VINAY MISHRA

26978050A

BHAGWANTI P/B

90FEET ROAD NG WK

VINAY MISHRA

26983006A

FAMOUS SOAP CENTER

90FEET ROAD NG WK

VINAY MISHRA

26983010

AGARWAL G. Store

90FEET ROAD NG WK

VINAY MISHRA

26983013

MERAJ BEKARY

90FEET ROAD NG WK

VINAY MISHRA

26983071

S.B. AGARWAL

90FEET ROAD NG WK

VINAY MISHRA

26983082

MADINA SOAP

90FEET ROAD NG WK

VINAY MISHRA

26983082A

NEW CHETAN STORE

90FEET ROAD NG WK

VINAY MISHRA

26983084

GANESH OIL DEPOT

90FEET ROAD NG WK

VINAY MISHRA

26983099

SHARDHA STORE

90FEET ROAD NG WK

VINAY MISHRA

26983110

SARWANA STORES

90FEET ROAD NG WK

VINAY MISHRA

26983116

APNA GEN STORE

90FEET ROAD NG WK

VINAY MISHRA

26983122

SURESH STORE

90FEET ROAD NG WK

VINAY MISHRA

26983127

TRINITY LIFE CARE L

90FEET ROAD NG WK

VINAY MISHRA

26983129

R.S.STORES

90FEET ROAD NG WK

VINAY MISHRA

26983143

SAYAD HOME APPLIANCE

90FEET ROAD NG WK

VINAY MISHRA

26988086

MORIYA OIL DEPO

90FEET ROAD NG WK

VINAY MISHRA

26988088

PATEL VIKASH

90FEET ROAD NG WK

VINAY MISHRA

26988101

JAI AMBE STORE

90FEET ROAD NG WK

VINAY MISHRA

26988101

SHRI NARAYAN GEN STORE

90FEET ROAD NG WK

VINAY MISHRA

26988173

DHAWAL STORE

90FEET ROAD NG WK

VINAY MISHRA

26994065

NEW LIFE STORE

90FEET ROAD NG WK

VINAY MISHRA

26994066

SIDDHIVINAYAK STORE

90FEET ROAD NG WK

VINAY MISHRA

26994067

SWAMI PAN BIDI

90FEET ROAD NG WK

VINAY MISHRA

26994068

YA MAKHOOM GEN STORE

90FEET ROAD NG WK

VINAY MISHRA

26994069

SHRI MANJUNATH PAN BIDI

90FEET ROAD NG WK

VINAY MISHRA

26994070

A 1 BAKERY

90FEET ROAD NG WK

VINAY MISHRA

26994071

SHRI RAJESH KISHOR AGARWAL

90FEET ROAD NG WK

VINAY MISHRA

26994072

AYUB STORE

90FEET ROAD NG WK

VINAY MISHRA

26994073

CHAMUDA STORE

90FEET ROAD NG WK

VINAY MISHRA

26994074

APNA STORE

90FEET ROAD NG WK

VINAY MISHRA

26994075

MALIK DINAR STORE

90FEET ROAD NG WK

VINAY MISHRA

26994076

FAHAT BAKERY

90FEET ROAD NG WK

VINAY MISHRA

26994077

C.I STORE

90FEET ROAD NG WK

VINAY MISHRA

26994078

GUPTA OIL DEPO

90FEET ROAD NG WK

VINAY MISHRA

26994079

SATGURU STORE

90FEET ROAD NG WK

VINAY MISHRA

26994081

SHRI LAXMI STORE

90FEET ROAD NG WK

VINAY MISHRA

26994082

VIJAY PAN BIDI

M L CAMP NG WK

VINAY MISHRA

26985083

JAI RAM GEN STORE

M L CAMP NG WK

VINAY MISHRA

26985085

BISMILLAH STORES

M L CAMP NG WK

VINAY MISHRA

26985551

SHAN PETER WINES

M L CAMP NG WK

VINAY MISHRA

26985552

VAISHNAVI STORE

M L CAMP NG WK

VINAY MISHRA

26986071

VEER SUGANDHI STORE

M L CAMP NG WK

VINAY MISHRA

26994089

M.K KIRANA STORE

M L CAMP NG WK

VINAY MISHRA

26994090

M.G SELVAN

M L CAMP NG WK

VINAY MISHRA

26994091

SHABANA STORE

M L CAMP NG WK

VINAY MISHRA

26994092

S.P.K STORE

M L CAMP NG WK

VINAY MISHRA

26994093

S.P SELVAN

M L CAMP NG WK

VINAY MISHRA

26994094

KRISHAN STORE

M L CAMP NG WK

VINAY MISHRA

26994095

ANSARI BISCUIT

M L CAMP NG WK

VINAY MISHRA

26994096

ANSARI STORE

M L CAMP NG WK

VINAY MISHRA

26994098

L.P STORE


VINAY MISHRA

26988003

RAJ OIL & SOAP CENTRE


VINAY MISHRA

26988486

SONA OIL DEPOT


VINAY MISHRA

26988151

JANTA STORE


VINAY MISHRA

26988148

VIMAL JAISHWAL GEN STORE


VINAY MISHRA

26988089A

HARI OM GEN.STORES


VINAY MISHRA

26988085

PRAKASH STORE


VINAY MISHRA

269325897

AASIF BAKERY STORES


VINAY MISHRA

26925625322

MUDDASAR COMMUNICATION


VINAY MISHRA

26988091A

MORYA GRAIN BAZAR

SAI BABA NAGAR NG NG WK

JITENDRA

26920203666

SATISH STORES


JITENDRA

26991001

SHIVLINGAM KIRANA


JITENDRA

26991004

S.S. STORE


JITENDRA

26991013

KAMRAJ STORE


JITENDRA

26991013A

SHAMA STORE


JITENDRA

26991023

S.J BALAN


JITENDRA

26991042

SHIVLING STORE 2


JITENDRA

26991103

RAJU APNA BHANDAR


JITENDRA

26991125

SHRI BALAJI STORE


JITENDRA

26991130

METRO SOAP AGENCY

SOCIAL NAGAR NG NG WK

JITENDRA

26980088

JADHAV P/B SHOP

SOCIAL NAGAR NG WK

JITENDRA

26992003

YADAV GENRAL STORE

SOCIAL NAGAR NG WK

JITENDRA

26992008B

SIDDHIVINAYAK STORE

SOCIAL NAGAR NG WK

JITENDRA

26992009

GUPTA GENERAL


JITENDRA

26992011

SHAMJI LALJI

SOCIAL NAGAR NG WK

JITENDRA

26992020

H.R GUPTA

SOCIAL NAGAR NG WK

JITENDRA

26992021

USHAMAN STORE

SOCIAL NAGAR NG WK

JITENDRA

26992028

KATARIA STORE


JITENDRA

26992034

CITIZEN BAKERY

SOCIAL NAGAR NG WK

JITENDRA

26992042

APNA STORE


JITENDRA

26992066

SHANTI STORE

SOCIAL NAGAR NG WK

JITENDRA

26994120

CHOURASIA P/B


JITENDRA

26994122

JELANI STORE

SOCIAL NAGAR NG WK

JITENDRA

26994123

HAMID STORE


JITENDRA

26994125

JANTA GEN STORE

SOCIAL NAGAR NG WK

JITENDRA

26994126

ANWAR STORE

SOCIAL NAGAR NG WK

JITENDRA

26994128

ULLANAM STORE


JITENDRA

26994129A

AJAY GUPTA STORE

SOCIAL NAGAR NG WK

JITENDRA

26994130

JAGAT STORE

SOCIAL NAGAR NG WK

JITENDRA

26994131

LAXMI STORE

SOCIAL NAGAR NG WK

JITENDRA

26994127

NASHAD STORE

SOCIAL NAGAR NG WK

JITENDRA

26994124

SUNERA GEN STORE

SOCIAL NAGAR NG WK

JITENDRA

26994121

SUBHAM P/B

DHARAVI MAINROAD - II NG NG WK

JITENDRA

26954057

VENUS STORE

DHARAVI MAINROAD - II NG N G WK

JITENDRA

26981058

MANISHA PROVISION STORE


JITENDRA

26981069A

M.S. STORE


JITENDRA

26981094A

S.A.RAJA STORES


JITENDRA

26981100

JAGDAMBA STORE


JITENDRA

26981134

SUBHASH STORE

LAXMI CHAWL 90 FEET NG NG WK

JITENDRA

26909001

JALARAM STORE

LAXMI CHAWL 90 FEET NG N G WK

JITENDRA

26909049

JAGDEV STORE


JITENDRA

26922032

MOMAI STORE


JITENDRA

26922032A

ASHA PAN BIDI


JITENDRA

26978057

MADINA SOAP


JITENDRA

26993003

NOOR GEN STORE


JITENDRA

26993007

KARTIK STORE


JITENDRA

26993017

ABDULA STORE


JITENDRA

26993023

MAHEBOOB BAKERY


JITENDRA

26993026

YASIR PAN BIDI


JITENDRA

26993026A

SHAMA GENERAL STORE


JITENDRA

26993036

RAJA GEN STORE


JITENDRA

26993040

SEEMA STORE


JITENDRA

26993044

JOHNSON STORES


JITENDRA

26993049

SELVA KUMAR STORE


JITENDRA

26993051

FATIMA BAKERY

M.L.CAMP - I NG WK

JITENDRA

2690022000

LUCKY PRO STORES

M.L.CAMP - I NG WK

JITENDRA

2692020202020

GOLDEN PAN BIDI

M.L.CAMP - I NG WK

JITENDRA

26985002

A-1 BAKERY

M.L.CAMP - I NG WK

JITENDRA

26985011

DEEPALI STORE

M.L.CAMP - I NG WK

JITENDRA

26985013

TAHIRA STORE

M.L.CAMP - I NG WK

JITENDRA

26985030

NIZAMUDDIN – II

M.L.CAMP - I NG WK

JITENDRA

26986092A

GAJARAJ GEN.STORES

M.L.CAMP - I NG WK

JITENDRA

26986104

SHETTY PAN BIDI

M.L.CAMP - I NG WK

JITENDRA

26994083

JANTA PAN BIDI

M.L.CAMP - I NG WK

JITENDRA

26994085

MUBARAK BAKERY

M.L.CAMP - I NG WK

JITENDRA

26994084

MUSTAFA PAN BIDI

M.L.CAMP - I NG WK

JITENDRA

26994088A

DHARKANATH STORE

NAYAK NAGAR NG WK

JITENDRA

26921006

SHAH GRAIN STORE

NAYAK NAGAR NG WK

JITENDRA

26926921025A

SANTHA STORES

NAYAK NAGAR NG WK

JITENDRA

26994018

ABHIL PAN BID

NAYAK NAGAR NG WK

JITENDRA

26994024

P.K STORE

NAYAK NAGAR NG NG WK

JITENDRA

26921070

SHAH.V.H.GRAIN STORES


JITENDRA

26994025

SHRI GANESH STORE

NAYAK NAGAR NG WK

JITENDRA

26994026A

NEW USMAN STORE

NAYAK NAGAR NG WK

JITENDRA

26994027

SUPER STORE

NAYAK NAGAR NG WK

JITENDRA

26994028

V.K STORE

NAYAK NAGAR NG WK

JITENDRA

26994029

SIDDHIVINAYAK STORE

NAYAK NAGAR NG WK

JITENDRA

2699403

SHANKAR STORE

NAYAK NAGAR NG WK

JITENDRA

26994030

LAXMI STORE

NAYAK NAGAR NG WK

JITENDRA

26994031

ARJU PAN BIDI


JITENDRA

26994032

KADARI PAN BIDI


JITENDRA

26994033

NASEEN PAN BIDI


JITENDRA

26994034

SUNLIGHT PAN BIDI

NAYAK NAGAR NG WK

JITENDRA

26994035

ALAM PAN BIDI

NAYAK NAGAR NG WK

JITENDRA

2699407

ASAPURA STORE

NAYAK NAGAR NG WK

JITENDRA

2699408

KARAMCHAND GUPTA

NAYAK NAGAR NG WK

JITENDRA

26994097

K.P.S STORE


JITENDRA

26994099

SUBHAM STORE

NAYAK NAGAR NG WK

JITENDRA

26994101

MAHARASHTRA PAN BIDI

NAYAK NAGAR NG WK

JITENDRA

26994100

AKBAR PAN BIDI


JITENDRA

26994103

MOHAMMAD STORE

NAYAK NAGAR NG WK

JITENDRA

26994104

KUMAR STORE

NAYAK NAGAR NG WK

JITENDRA

26994102

RAKESH GEN STORE

NAYAK NAGAR NG WK

JITENDRA

2699424

LALCHAND GUPTA


JITENDRA

2699427

OMCAHNDRA CHOURASIYA TOBACCO

NAYAK NAGAR NG WK

JITENDRA

2699434

ISMAIL STORE

NAYAK NAGAR NG WK

JITENDRA

2699435

PANDIYAN STORE

During the survey researcher found so many things:•

•

•

•

•

•

•

•

Some retailers complained that they were not at all getting the display materials or even if they had some, they were getting it after coaxing the concerned personnel’s. Many of these retailers were not satisfied with the profit margin that Marico was giving them. The retailers voiced their unhappiness about the time taken for the replacement of damaged or leakage products. About 80% of the retailers were happy with the delivery of goods but the rest complained about the irregularities. Researcher had to asked the name of new open outlets because the name had to be put into palmtop and company record , which can help DSR to do regular call. Researcher had found that DSR of HUL, GODREJ REFINED OIL, GODREJ OIL, DABUR OIL, P&G, and COCORAJ OIL were visiting regularly. Some other companies companies DSR were visiting visiting 1-2 times in a week and some were visiting visiting once in a week. The companies like kamani, Raj oil, paragon gives 5-7 days credit but marico gives only 1 day credit.

•

Most of the shopkeeper they only keeps parachute coconut hair oil, jasmine hair oil, revive , mediker because their demand is more in identified localities. They don’t keep other Marico products.

ANALYSIS AND DATA INTERPRETATION (Data analysis for retailer’s response)

1. Which FMCG companies do direct service at your outlet?

HAIR OIL SEGMENT

EDIBLE OIL SEGMENT

(a).HUL

(a).GODREJ

(b).P&G

(b).FORTUNE

(C).DABUR

(c).GINNI

(d).BAJAJ

(d).KAMANI

(e).RAJ OIL

(e).SUNDROP

2). How many times other companies DSR visit your Outlet (in a week)?

COMPANY

NO OF RETAILER

PERCENTAGE

VISIT (In a week)

HUL

30

30%

1

P&G

25

25%

1

DABUR

20

20%

2

RAJ OIL

15

15%

2

FORTUNE

10

10%

1

DSRs visit 50 a t e r f o e g a t n e c r e p

40 HUL HUL P&G

30

DABUR 20

RAJ OI FORTU

10 0 company name

INTERPRETATION:

➢ ➢ ➢

As the graph & table indicates the opinion of the retailers about the fr equency of visits of the DSR’s every week in percent. HUL, P&G and Fortune’s show1day visit by DSR’s. Dabur, Raj oil said 2 days visit by their respective DSR’s.

3). Which are the FMCG companies which gives gives you credit? If Credit is given, what is the duration duration of the credit (Pay back time, in days)?

COMPANY

NO. OF RETAILERS

PERCENTAGE

CREDIT PERIOD (In Days)

HUL

25

25%

1

DABUR

15

15%

1-2

MARICO

20

20%

1

P& G

18

18%

1

RAJ OIL

12

12%

5-7

FORTUNE

10

10%

2-5

credit period 50 45 e r f o e g a t n e c r e p

40

hul

35 30

dab hul

mar

25 20

marico dabur

p&g

p&g raj oil

15

raj fortune

fort

10 5 0 company

INTERPRETATION: ➢

As the graph and table indicates the opinion of retailers (in percent) about the companies which gives credit.

➢

Marico, p&g gives only 1 day credit.

➢

Dabur gives1-2 day’s credit.

➢

Raj oil gives 5-7 days credit.

➢

Fortune gives 2-5 days credit.

4). Out of these mentioned below, which Marico products you prefer keeping in your outlet?

Name of the brand

Availability in no. of outlets

Percentage

Parachute jasmine

82

82%

Parachute coconut oil

96

96%

Sweekar

80

80%

Revive

96

96%

Mediker

92

92%

Saffola

80

80%

Hair n care

10

10%

Silk n shine

14

!4%

product avilability 120 120 t e r f o e g a t n e c r e p

100 100 80 60 40 20 0 Parachute Parachute Sweekar kar jasmine coconut oil

Revive

Medike iker

Saffola

Hair n care

Silk n shine

products

INTERPRETATION:

➢

The above graph shows the brands which were available in the market during the survey. pcno, jasmine, revive, mediker, sweekar, sweekar, saffola were found in more than 80 different different outlets as they are the highest selling brands of Marico.

5). What is your opinion about the Delivery of Goods from Marico?

Type of of op opinion

No. of of rreetailers

Percentage of of rreetailers

Excellent

28

28%

Good

52

52%

Average

10

10%

Poor

10

10%

Delivery of goods 60% 50% i a t e r f o o n

40% 30% 20% 10% 0% Excellent

Good

Average

Poor

performance

INTERPRETATION:

➢

when the question was asked about the delivery of goods only 20 retailers out of 100 said that it was either POOR or AVERAGE. While the rest interviewed i.e. 80 retailers termed it as GOOD or EXCELLENT.

6). How would you rate the performance of the Marico’s DSR’s?

Type of of op opinion

No. of of rreetailers

Percentage of of rreetailers

Excellent

25

25%

Good

50

50%

Average

15

15%

Poor

10

10%

opinion 60 50 r e l i a t e r f o o N

40 30 20 10 0 E x c e l l en t

G oo d

A verage

P o or

perfomance of DSR

INTERPRETATION:

➢

when the question was asked about the performance of DSR’s 15 retailers, 10 retailers out of 100 said that it was either POOR or AVERAGE. While the rest interviewed i.e. 75 retailers termed it as GOOD or EXCELLENT.

7). Are you satisfied with the promotional scheme of Marico?

(a) 80% yes

(b) 20% No

promotional scheme 90 80 t e r f o e g a t n e c r e p

70 60 50 40 30 20 10 0 respond

INTERPRETATION:

➢

In this graph it has shown that 80% retailers are satisfy and 20% retailers are not satisfy with the promotional scheme.

8). 8). Have Have ofte often n you you have have been been prov provid ided ed the the Point of Purchase (POP)/Point Of Display (POD) material by the company?

Frequency

No. of retailers

Percentage of retailers

Always

26

26%

Sometimes

54

54%

Never

20

20%

POP/POD Materials 60 50 s r e l i a t e r f o . o N

40 30 20 10 0 A lway s

S om et im es

Never

Frequency

INTERPRETATION:

➢

This This questi question on was very very signif significa icant nt and the the facts facts were were not not very very pleasi pleasing. ng. 20% retailers retailers complained of not receiving any display materials. While those who were receiving it regularly far and few. While a majority 54% said they were getting it but at no specified time.

9).What type of advertising materials the company has provided to the outlets:

Types of Adv. Materials

No. of outlets

Glowing sign board(GSB)

12

Arial hanger

30

Molded road stand

09

Crate display

28

Table top rack

32

Flange

31

Price strip

48

Posters

36

Glowing sign sign board(GSB) Arial hanger Moulded road stand Crate display Table top rack Flange Price strip Posters

SUGGETIONS During the survey it was found that a large no of shops has been closed in last few months. Due to different reason and also due to closed shops we are bearing a huge loss. It was shocking to

me when I calculated the total closed shop list. The major problem with this area is poverty and lack of proper settlement planning. After Dharavi Redevelopment Project it is assumed that the situation will improve. As a total 250 shops had been closed due to Different Reasons. We are unable to reopen those shops. But, still we can cover the lost BPM. We can also promote our DSR to open the new outlets outlets so we can recover our loss as a certain extent. As I found that the total BPM loss is Rs 75650.0, it can be covered by More Intense Intense Effective Effective Coverage Coverage in The Area. Some suggestion:1. If company is launching any new product in market related to hair oil then company should start the name with parachute like parachute shanti amla hair oil, parachute starz shampoo for kids, because researcher had observed in market that SHANTI AMLA HAIR OIL market value is less than DABUR AMLA HAIR OIL so researcher thought company should change the name with parachute shanti amla hair oil/parachute amla hair oil.

NOTE: - Because parachute (name) is more popular in urban as well as in rural area. 2. Company should more concentrate on DSR because they are the base of the company. Company should do something for DSR like:Time and again company should give them training, motivation. Company should give some prizes/gifts except incentive for their better performance Researcher have worked in market with DSR and researcher knew how tough their work in market so researcher thought company should do something for them because whole business is depends on performance of DSR. 3. If company is launching any new product, company should balance the price, means the price price which retailer is getting products and MRP because Marico have launched a new brand saffola active and during my one month visit not a single shopkeeper demanded for Saffola active product, main reason is retailers is getting that product at RS.100 and MRP RS.105 due the less margin nobody is asking for saffola active. 4. DSR should inform the different scheme to the retailer and also DSR must carry carry PDA so they do not forget to call different product. 5. Company should increase the promotion of non mera shops for better sale. 6. Emphasis should be given to start few more exclusive Merico outlets. 7. Delivery position should be maintained to g et good returns from the market. 8. The The Comp Compan any y must must try try to make make diff differ eren entt bran brands ds of Mari Marico co avail availabl ablee at ever every y reta retail il outlets whether it is large or small, otherwise the consumers may go for substitute. 9. Sales people and delivery persons should properly monitor the outlets, outlets, whether the Purchase/ Point of Display materials are available and are properly utilized or not.

Point of

10. Point of purchase/ Point of Display materials, merchandising items should be provided to the retailers on more regular basis to increase the sales vo lume. 11. The Company should should take steps to replace damaged or leaked products products frequently frequently from the retailers. 12. The company executives should visit the outlets on a regular basis. 13. The Marico products are doing well in the market; despite this the retailers want more profit margins. We must try to give them a reasonable profit margin. 14. The prom promot otio ion n shou should ld be done done in a manne mannerr to incr increas easee the the awar awaren enes esss as well well as to increase the consumption. 15. DSR must carry PDA so he does not no t forget to call different products.

CONCLUSION

Finally, after the hard work the researcher had to put his opinion at the end of the project report in the form of conclusion. conclusion. This is most important important part of this project report. After 75 days of doing the research, is not easy to get the right conclusion, but that was the great time for researcher to learn and observe the market. How a company works in market and what the policies they adopt to promote their product and how the company manages their organizational structure. The survey was successful to fulfill the objective. It was found that Marico has a good brand reputation in the market. After understanding the ground realities of Dharavi It was easy to understand the root causes of the closure of shops. It is the personal, financial and administrative problem due to which shops got closed. Some new shops were found in the survey process, which is now being entered in the Midas and DSR shops lists.However, In Marico the researcher learned learned so many new things. things. This would give more efficient efficient knowledge knowledge to researcher? researcher? Lastly Lastly the end of the project from researcher point of view:•

The opportunities are ample in the market to grow despite several threats.

•

Marico is trying to give maximum satisfaction to their customers with its new innovation and product quality.

•

Company is giving more satisfaction to retailers as well as customers by profit margin and attractive offers. Despite so many regional as well as competitor into the market, the position of Marico is not going to be affected that much. But in some cases the more competitive environments provides better opportunity to grow.

•

•

The marketing part of this company is very organized. They have very nice Communication and distribution channels for the marketing o f their products and Supplying to the end customers.

•

The production quantity of hair care and edible oil products is growing every year. Every organization in this sector is making profit. And the good news for Marico is that they are the ones who invest a lot in their R & D, and the result is seen in the form of different variant of products they come up with every now and then.

•

This research was also a tool to find out which product/brand of Marico has the highest sale among all the brands.

•

Marico delivery system and sales promotion system is very organized.

BIBLIOGRAPHY

(1) www.google.com (2) www.maricoindia.net (3) www.yahoo.com (4) Business

India magazine

(5)DNA news paper

ANNEXURE Questionnaire:-

DAILY REPORT ABOUT NON-MERA OUTLETS

1) TIME TIME OF VIS VISIT IT IN IN THE FIRS FIRST T OUTLET OUTLET-2) BEAT NA NAME3) DSR NAME4) NO OF OF OUTL OUTLET ETS S IN IN BEAT BEAT-5) NO OF OF OUTLE OUTLET T VISIT VISITED ED IN IN A BEAT BEAT-6) NO OF OF OPEN OPEN SHOP SHOP IN THE THE BEAT BEAT-7) EFFE EFFECT CTIV IVE E COVE COVERA RAGE GE-8) NEW OPEN OUTLETS-

9) SOME IMPORTANT QUESTION FOR NON MERA OUTLETS

1. Name of Outlet Outlet : _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

2. Which FMCG companies do direct service at your outlet?

In Hair Care Segment

a) HUL

In edible Oil Segment

(

)

b) Dabur

a) Fortune (

)

(

)

b) Godrej

(

c) P & G

(

)

c) Ginni

(

)

d) Raj Oil

(

)

d) Kamani

(

)

)

3) How many times other companies DSR visit your Outlet (in a week)?

a) Once a week c) Thrice a week

( (

)

b) Bi-weekly (

)

d) More than 3 (

)

)

4) Which are the FMCG companies which gives you credit?

a) Dabur

(

)

b) HUL

(

)

c) P & G

(

)

d) Marico

(

)

e) Raj Oil

(

)

f) Godrej

(

)

g) Fortune

(

)

h) Ginni

(

)

i) Kamani

(

)

5) If Credit is given, what is the duration of the credit (Pay back time, in days)?

a) 1 day

(

)

b) 1-5 days

(

)

c) a weeks weeks time time

(

)

d) More More than than a week week

(

)

6) Out of these mentioned below, which Marico products you prefer keeping in your outlet?

a) Parachute

(

)

b) Revive

(

)

c) Mediker

(

)

d) Parachute jasmine (

)

e) saffola

(

)

f) Sweekar

(

)

g) Silk N Shine

(

)

h) Sil-jam

(

)

7) What is your opinion about the Delivery of Goods from Marico?

a) Excellent

(

)

b) Good

(

)

c) Average

(

)

d) Poor

(

)

8) How would you rate the performance of the Marico’s DSR’s ?

a) Excellent

(

)

b) Good

(

)

c) Poor

(

)

d) can’t say

(

)

9) Are you satisfied with the promotional scheme of Marico? a) Yes

(

)

b) No

(

)

10) Have you been provided the Point of Purchase (POP)/Point Of Display (POD) material by the company? a) Always c) Never

( (

) )

b) Sometimes

(

)

11) What advertising materials the company has provided: a) Glowing sign board c) Moulded road Stand e) Table top rack g) Price strip

( ( ( (

) ) ) )

(b) Crate display (d) Flange (f)Posters

( ( (

) ) )

Abhishek Marico Project

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