Distribution expansion in pune city

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A
PROJECT REPORT
ON
DISTRIBUTION EXPANSION IN PUNE CITY
FOR
COLGATE-PALMOLIVE INDIA
IN PARTIAL FULFILLMENT OF MASTER IN
BUSINESS ADMINISTRATION UNIVERSITY OF PUNE
BY
OM PRAKASH SINGH
M.B.A II
GUIDED BY:
PROF. A. NENE
VISHWAKARMA INSTITUTE OF MANAGEMENT
PUNE.

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PREFACE
As a part of MBA, it is required to present a project report.
For this purpose, one has to associate himself / herself with
an industrial / commercial service organization for specifies
period of minimum eight weeks.
The project contains a comprehensive treatment of marketing research and its result
in the theoretical form as well as graphical presentation. This will enable the reader to
understand the study done thoroughly and will be able to evaluate its implications for
the company, its products, services and the consumer.

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TABLE OF CONTENTS
1. WELCOME TO COLGATE
PALMOLIVE 1
2. NEED OF THE
PROJECT .14
3. OBJECTIVE ...
24
4. EXECUTIVE
SUMMARY 25
5. RESULT
HIGHLIGHT ..27
6. CONCLUSION ..4
0
7. SUGGESTIONS 4
1
8. BIBLIOGRAPHY ..4
4

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ACKNOWLEDGEMENT
I acknowledge my sincere thanks for the co-operation
extended by the college and all those who helped me in
preparing and presenting the report.
I take this opportunity of expressing my profound gratitude to my guide Prof. A.
Nene of Vishwakarma Institute of management whose continuous support has been a
constant source of motivation for me. I am extremely thankful to him for providing
valuable guidance and attention to me.
I would like to express my deep sense of gratitude to my director Dr. Sharad Joshi for
allowing me to carry out this project work in this prestigious institution.
I extend my gratitude to Mr. Anil Dulam (D.M of Pune) for his guidance and
suggestions in the project work. I would like to extend supporting me throughout the
training
I am also grateful to Ms. Sweata and Mr. Vilash (Sales Officer, pune) for sparing
there valuable time and extending their cooperation in accomplishing my task. It was
great experience and a pleasure working with such a cooperative and friendly
environment group.
At last special thanks to stockiest and sales man for their valuable support in our
project.

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CERTIFICATE
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. OMPRAKASH SINGH, a student of our institute
VISHWAKARMA INSTITUTE OF MANAGEMENT has successfully
completed the project on DISTRIBUTION EXPANSION IN PUNE CITY
undertaken in COLGATE PALMOLIVE INDIA LTD from 1st
June 2005 to 31st
July 2005.
This is the original study of Mr. OMPRAKASH SINGH the sources used by him
have been acknowledged in his report. The report is submitted in the partial
fulfillment of two-year full time course in MASTERS IN BUSINESS
ADMINISTRATION (2004-2006) as per the rules of the PUNE UNIVERSITY.
Prof. A NENE Dr.S.L.Joshi
(PROJECT GUIDE) (DIRECTOR)

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COMPANY PROFILE
Welcome
To
Colgate Palmolive
Colgate Palmolive India ltd. is a 51% subsidiary of Colgate Palmolive Company,
USA. It is the market leader in the Indian oral care market, with a 51% market
share in the toothpaste segment, 48% market share in the toothpowder market and
a 30% share in the toothbrush market. The company also has a presence in the
premium toilet soap segment and in saving products, which are sold under the
Palmolive brand. Other well-known consumer brand includes Charmis skin cream
and Axion dish wash.
The company s strategy is to focus on growing volumes by improving penetration
through aggressive campaigning and consumer promotions. The company plans to
launch new product in oral and personal care segment and is prepared to continue
spending on advertising and marketing to gain market share. Margin gains are
being targeted through efficient supply chain management and bringing down cost
of operation. A substantial increase in profitability can be brought about through
ad spend reduction.

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Colgate Palmolive India
Lines of Business
Oral Care

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Personal Care
http://www.colgate.co.in/app/Colgate/IN/HouseholdCare/AxionDishWashingPaste.cv
sp
Hard Surface Care

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Colgate Palmolive World wide
Key Facts
Headquarter in USA
$9 billion in Sales & over 38000 employees world wide
We sell our products in 212 countries around the world
We have a customer base of 4.5 million
Colgate is a truly Global Organization with almost around 75 % of the sales
coming from outside of USA
Over 40 % of toothpaste used in the world bears the COLGATE name

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Colgate Palmolive Worldwide
Lines of Business
Oral Care
Personal Care
Household Surface Care
Fabric care
Animal Dietary Care
Headquarter in Mumbai
Annual Turnover around 1100 crs
Market leaders in Oral care
Colgate India s no 1 brand

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Colgate Ranked among Best Employer in India
Customer base of more than 8 lac retailers
Serviced by Company field force, more than 1800 stockiest & super stockiest
& their field force
Colgate is the brand that people trust, for complete oral care protection for
themselves and the ones they love.
Facts & Milestones
1937: The company was incorporated in India and
started trading activities. It was then a cent
percent US Company
1949: Manufacturing started operations in Mumbai
1985: Started contract manufacturing of Paste, Brushes
and Shampoos
1988: New Toothpowder factory at Waluj, Aurangabad

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1990: Soap plant started production
1993: CP (US) raised its equity from 40 % to 51 %
Facts & Milestones
1994: CP (I) buys the Oral Care division of Ciba Geigy
1997: Manufacturing facility in Hetauda, Nepal for
Dental Cream and Tooth powder
Major Accts. SalesTrends
520.3
613.8 615.1
656.1
620.6
696.1
753.0
691.5687.7
500
550
600
650
700
750
800
Q1'03
avg.
Q2'03
avg.
Q3'03
avg.
Q4'03
avg.
Q1'04
avg.
Q2'04
avg.
Q3'04
avg.
Oct'04 Nov'04
Rs.akhsp.m

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1998: Successfully rolled out SAP in India. Colgate
Oral Pharmaceuticals launched.
1999: Regional Technology Centre & Corporate office at
Powai, Mumbai.
Operations in New geographies Bangladesh,
Nepal and Srilanka
Lines of Business
Oral Care
Personal Care
Hard Surface Care

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Global Vision
Be the innovative leader
with our brands every day
in every home
Our Mission
Achieve market dominance
in Oral Care through
aggressive volume growth, and
establish a significant presence in Personal Care

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Colgate Values
The Company cares about its people, consumers, Shareholders and Business
Partners.
Colgate is committed to act with compassion, integrity and honesty in all
situations, to listen with respect to others and to value differences.
Colgate is committed to getting better every day in all that it does.
By better understanding consumers and customers expectations and continuously
working to innovate and improve products, services and processes, Colgate will
become the best .
Stockiest Best Practices
Stockiest & Company
Stockiest are our Business Partners
We are a Team
Our common goal Growth & Profitability

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We share the same belief Customer service, wider, better and timely distribution
of our products to all dealers
Office
Properly Furnished
Name board painted with company product
Adequate seating space
Computer
Telephone
Cabinets for stationery / files
Display board for product display
White board to display market working plan, months promotion, daily sales
tracking

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Delivery Vehicles
For metro & HQ towns painted motorized vehicle for every 480 accounts.
For smaller towns and villages motorized / non motorized 3 wheeler
BRAND CONTRIBUTION
Brand
Grand
Total
YTD % value
contribution
ADVANCED WHITENING 551640.5 0.36
AJAX 44680.83 0.03
AXION 512273 0.33
CAPC 56625.76 0.04
CDC 80564645 52.41
CDC - KIDS 178188.5 0.12
CIBACA 8337363 5.42
CTP 37862962 24.63
GEL 6853299 4.46
HERBAL 944802.1 0.61
HERBAL White 1375375 0.89
OTHERS T/B 5240945 3.41
OTHERS-MISC 2 0 0.00
PO HANDWASH 23332.2 0.02
POAT Bar 245355.5 0.16
POAT LHW 234247.8 0.15
POAT SH CREAM 212656.5 0.14
POAT SH Gel 755013 0.49
POAT Talc 16124.62 0.01
POEC 60245.36 0.04
PON 77016.13 0.05
PONT 7025.35 0.00
PREM T/B 5306861 3.45
SENSATION 50270.32 0.03
SH BRUSH 337845.7 0.22
SH CREAM 1904866 1.24
SH ROUND 2511.12 0.00
SHAMPOO 68254.93 0.04
SHAVE GEL 1771.61 0.00
TOTAL 1883776 1.23
Grand Total 1.54E+08 100.00

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Colgate Awards
1. Best Website Award

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NEED OF THE PROJECT
OPERATION KHOJ
Pune City
CCiittyy::
Population: 25 Lakhs.
Municipal Corporations: 2
Size: 138.76 sq km
Economy:
o Industrial base: Automobiles, Software, Electronics, Light machinery, etc.,
o Defence establishments.
o Government Establishments.
o Educational Centers
o Demography dominated retired/senior citizens.
CCPP IInnffrraassttrruuccttuurree::
No. Of SOs: 3
No. Of Stockists: 10
No. Of Salesmen: 35
No. Of Merchandisers: 4
No. Of RFCs: 1
No. Of Accounts: 7289

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TThhee PPrroobblleemm::
AC Nielsen reported Accounts: 14250.
Current CP Coverage: 7289.
Gap: 50%
Hence:
Wholesale Contribution 34%
High Cost of Sale.
Low contribution of secondary brands.
RReeaaccttiioonnss ttoo tthhee GGaapp::
50% Gap is IMPOSSIBLE!!!
Nielsen data could be wrong Can they give us a list of accounts?
We cover every part of the city & beyond.
No other company has the coverage depth that Colgate has in Pune city.
TThhee bbeeggiinnnniinngg ..
Market visits showed that a lot of small/ marginal accounts were not covered.
This was prominent in the far-off extensions of the city.
Mostly small bi-lanes were never probed by our salesmen/ SOs during their
working.
The usual excuse of the salesman would be
These do not buy regularly,
The order gets cancelled, as they won t have cash at the time of delivery.
They did not buy when I visited them earlier.

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UUnnddeerrssttaanndd tthhee cciittyy::
The city is just not what we think it is.
There is a huge gap between what we assume as the city and what Nielsen
considers as the city.
Need to get the right map.
OOppeerraattiioonn kkhhoojj tthhee tteeaamm::
Activity was done through a team of summer trainees from a local management
institute.
4 students were involved.
OOppeerraattiioonn KKhhoojj pprreeppaarraattiioonnss::
Each of the students was made to work with the SOs/ stockiest salesmen for one
week at 2 -3 stock points.
Product knowledge,
Retail Environments,
Salesman s job profile,
Beat plans, etc.
After the market visits, we had a meeting to discuss the learnings out of the market
visits.
Importance of distribution;

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Role of Wholesale;
Impact of substitution in the trade;
Cost-benefits of direct coverage;
Role of salesmen, etc.
.........All this gave the team a better perspective of the project & its importance
The study was restricted to the New Pune & Pimpri - Chinchwad municipal
corporations & Metropolitan Area.
The operation started with a division of the city into certain blocks.
Each of these blocks had individual detailed maps with specific map reference nos.
so that its location in the city can be identified.
Each candidate was assigned a small part of the city in the form of a set of
adjoining maps.
The job of each candidate was to go to each of these areas and cover the entire area
on foot and list down the outlets in the area in walking order. Their mission was to
look out for and maximise the uncovered outlets. Each map area would take 3-4
days to cover.

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First phase had the new Pune municipal corporation where 43 areas were identified
from the survey.
The candidates were asked to collect the census on a format, which will record
certain vital information about the outlet.
This data will then be compiled in the form of an Excel file and provided to us.
This data will further get arranged stockist wise/area wise and will hence throw-up
the gaps by area under each stockist area.
We would further take decisions on the realignment of area, appointment of
additional stockists, appointment of additional stockist salesmen, etc.
OOppeerraattiioonn KKhhoojj tthhee aacctt
On the first day the entire team (4 trainees & D M (Pune)) worked together in one
area.
The intention was to train the summer trainees on
The type of outlets to be listed;
Probing;
Communicating with the trade;

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OOppeerraattiioonn KKhhoojj kkeeyy lleeaarrnniinnggss
We had not kept pace with the expansion of the city.
Retailers feel privileged to be serviced by the Co., stockiest;
Most retailers are willing buy against cash;
There are some areas where Co., like Coke & Pepsi have a better service than other
companies;
Gaps exist between areas of two stock points.
Salesmen do not add accounts as they feel that the marginal accounts buy from the
beat wholesalers.
Most of the uncovered accounts sell only CDC & CTP out of our portfolio.
A stockiest can handle only a certain no. Of accounts.
LOGISTICS
This department monitors the movement of finished goods from the point of
manufacture to the various warehouses / C & Fs and to the stockists based all over the
country
LOGISTICS CHANNELS
Warehouses
C & Fa
Stockist
Markets
Retailers

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DDIISSTTRRIIBBUUTTIIOONN CCHHAANNNNEELL
FACTORY
WAREHOUSE/C&F
SUPER STOCKIST
(DIRECT)
STOCKIST
(DIRECT)
CO.OP STORES
(DIRECT)
RURAL STOCKIST
(INDIRECT)
WHOLESALER RETAILER WHOLESALER RETAILER
CONSUMER

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SALES OFFICER OF PUNE AND THEIR STOCKIESTS
SALES OFFICERS STOCKIESTS
1. Mr. Vilash Madhuram sales
Arvind Ragunath
2. Ms. Sweata J.P Enterprises
Excel Enterprises
Shree Sai Enterprises
Yash Enterprises
3. Mr. Deepak Vijay Traders
Mandar Enterprises
Charlok Enterprises
Darshan Enterprises

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Parachu
te Oil
ShampooColgateLifebouy
Whether sells ( tick if yes )Telephone
No.
Address of the
Shop
Name of
the Owner
Map
Point
Map
No.
S.
No
Date:
Name of the Surveyor:
OPERATION KHOJ

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OBJECTIVE
To understand and find out new outlet
To search Problem related to it
To find out Colgate competitors and their strategy
To find out market trend
To find out causes behind declining Colgate market
The final suggestion/recommendation

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EXECUTIVE SUMMARY
Colgate currently covers 7087 accounts in Pune city, which is just about 50% of
the A.C Neilsen s reported universe of accounts in Pune city (14200 Accounts).
Any FMCG company thrives on its distribution strength. Distribution determines
reach.
It s a known fact that directly covered outlets have a much higher market share
for the company than outlets being covered through wholesale/indirectly covered.
Also the Speed to Market for any product/organization is a result of its direct
coverage
Direct coverage is the ultimate acid test for any FMCG company forms the
backbone for any organization in India.
Assumptions:
Practical recommendations/solutions will get implemented.
Stockists have to look at their overall earnings & it can be assumed that currently
they are earning enough to invest in infrastructure (salesman/auto units etc.).
Where ever necessary, new stockist can be appointed.
Project Timelines:
To start immediately and to be presented to Branch Team (BM, RSM, DM & Cust
Mktg) by 20th
August.

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Key Deliverables:
A list of uncovered outlets in the new municipal area of Pune and Pimpri-
Chinchwad municipal corporations and the Pune metropolitan area.
Present an assessment of the business potential by area.
Identification of 3 to 4 critical locations where new stockists can be appointed.
Restructuring the entire geography for optimization of coverage. This could mean
identification of new stockist locations, re-allocation of beats between existing
stockists, increasing route list accounts at certain existing stockists, etc.,
Finally arrive at a fresh route list at each stock point (both existing & new) in the
city & metropolitan area.
Important Considerations:
The final suggestions/ recommendations should take care of the rapid expansion
of the city limits and should be robust enough to sustain for the next 4 to 5 years.
Match our restructuring plan with 1 or 2 good companies with strong distribution
infrastructure in the city. This is just to validate our line thinking.
Any new stockist that is planned to be appointed should have atleast 480 accounts
to cover and have a business size of around 4 lakhs.

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Operation Khoj . Results
AREA LOCATION ACCOUNT
WARAJE BHAGIRATHI NAGAR 1
NDA ROAD 11
KALPUTRA COLONY 2
SNEHAKEET COLONY 1
DUDHANE NAGAR 1
BHALEKER BASTI 2
DATTA DIGMBER 2
SWET GANGA SOCIETY 2
SAI KORNER A 1
MALWADI 9
WARAJE GAON 3
RAM NAGAR 24
YASHWADEEP SOCIETY 1
JAYDEEP SOCIETY 1
VITHAL NAGAR 9
TAPO DHAM
KARVE NAGAR HIGNE HOME COLONY 13
SHAWER COLONY 1
GALI NO 1 1
GALI NO 3 1
GALI NO 7 2
GALI NO 8 1
GALI NO 4 4
NEAR CORPORATION BANK 2
KAMNAVASHAT 4
LAXMINAGAR 5
WADAR BASTI 4
MAVALE ALI 3
SHAW COLONY 1
VIKASH MITRAMANDAL 2
NEAR BUS STOP 3
NEAR JOSHI BARAPAW 1
VIKASH CHOWK 1
CANOL ROAD 5
BARATE COMPLEX 2
NEAR KAKRE PALACE 1
KOTHRUD DHANUKER COLONY 2

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CHANDRALOK NAGRI 1
HAPPY COLONY 6
GOSAVI BASTI 5
NEAR SHIVAJI STATU 1
VELKE NAGAR 1
BHELKE NAGAR 1
AZADWADI 1
GAGAN JAI SOCIETY 1
SASTREI NAGAR 24
MARATHA MAHASANGA SOC. 1
KRISHNA NAGAR 4
SHIVTIRTHA NAGAR 5
KISKINDA NAGAR 1
JAI BHAWANI NAGAR 4
GUJRAT COLONY 4
BHUSARI COLONY 18
PAUD ROAD 1
INDRA SHANKER NAGRI 5
D 43 / ALAKNANDA 1
VITHALWADI SINHAGAD ROAD 4
HIGNE VITHALWADI 5
DATTA WADI 16
DHANDEKER POOL 6
AMIL WADI 6
RAM NAGAR 3
NEAR CANOL 1
PARVATI PARVATI DARSHAN 13
LAXMI NAGAR 4
PARVATI GAON 3
JANTA VASHAT 44
PARVATI PAITHA 4
CHIKHALI PAWAR BASTI 7
HADGUDE BASTI 1
KUDAL BASTI 25
JADAV WADI 1
CHIKHALI GAON 14
PATIL NAGAR 11
MAHADEV NAGAR 3
GANESH NAGAR 4
AKURDI 3
DUDUL GAON DUDUL GAON 3

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VAHILE NAGAR 1
DEV PHATA 6
MOSHI DEV RASTA 1
MOSHI HAWELI 1
NAGESHWER MOSHI 1
PUNE NASIK ROAD 3
BORATE LANE 1
NEAR NAGESHWER MANDIR 2
MOSHI GAON 4
LAXMI NAGAR 3
BHIM NAGAR 2
ALANDI TAPKIR NAGAR 2
INDRANI NAGAR 6
KATE BASTI 7
CHARHOLI KALJE WADI 6
KOTHWAL WADI 1
B.K. 32
DHABARE BASTI 1
KHURD 8
WADI MUKHWADI 4
BHOSLE BASTI 2
24 WADI 1
MAHALUNGE MAHALUNGE PADALE 18
WADGAON SHERI SAINATH NAGAR 14
PATIL NAGAR 3
MALWADI 9
MAHAVIR NAGAR 3
MATE NAGAR 2
INDRA NAGAR 1
NAMDEO NAGAR 2
GANESH NAGAR 4
SAMARTH NAGAR 2
TAMPO CHOWK 3
RAM NAGAR 3
POTE NAGAR 3
VIDHYA NAGAR 2
POLICE COLONY 1
SOMNATH NAGAR 2
KHARARI 1
MAHADEV NAGAR 1

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GALENDI NAGAR 1
YASHWANT NAGAR 4
SAMARTH COLOYNY 1
TUKARAM NAGAR 1
PATARE BASTI 3
NANDOSHI NANDOSHI GAON 4
GORHE B.K. GORHE BUDRAK 10
GORHE DHURD GORHE DHURD 3
DONJE DONJE GAON 5
GOLE WADI GOLE WADI 2
GHERA SINHAGAD GHERA SINHAGAD 3
KHANAPUR KHANAPUR 16
MALKHED MALKHED 3
HINJEWADI HINJEWADI 13
MAN MAN 14
SUS SUS GAON 14
BAUDHAN B.K 6
KHURD 6
MARUNJE MARUNJE GAON 4
KASARSAI KASARSAI GAON 6
NERE NERE DATA WADI 6
SINDHE BASTI 1
JAMBE JAMBE 2
TATHAVADE TATHAVADE (JADAV BASTI) 3
ASHOK NAGAR 3

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S.No Area Sub-Area
Khoj
Accounts
1 Kondhwa(kd) Lulla Nagar 1
Kondhwa(kd) Gaon 19
Bhagyoday nagar 13
Mitha nagar 24
Kausar Baug 1
Barkat Nagar 2
NIBM road 6
2 Wonwarie Kedari Nagar 3
Azad Nagar 9
3 Kondhwa(BK) Kondhwa(BK) Gaon 15
Laxmi Nagar 3
Kakade wasti 2
Sai nagar 10
Sambhaji nagar 2
Yewlewadi 18
4Katraj Katraj Gaon 18
Ambe Gaon(BK) 6
Dutta Nagar 11
Shani nagar 7
Wonder City 1
Katraj-Kondhwa Road 7
Bharti Vidya Pith 20
5Dhankawadi Dhankawadi Gaon 7
Balaji Nagar 4
Shankar Maharaj Vasahat 9
Hill top Society 3
Taljai Pathar 4
6 Bibwewadi Bibwewadi gaon 9
Papal Wasti 3
Pokale wasti 4
Mahesh Society 3
7 Indira nagar Indira Nagar(lower) 2
Gujar wadi 3
Upper Oata 15
Super 4
Chaitraban Vasahat 2
Rajiv Gandhi nagar 16
Sukh Sagar Nagar 4
Chinta Mani Nagar 2

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Prem Nagar Vasahat 9
8 Arnyeshwar Arnyeshwar Nagar 5
Annabhau sathe nagar 6
9 Sahakar nagar no.1Sahakar nagar no.1 4
Taljai mata Vasahat 14
Padamawati 2
10Undri Undri-Pisoli Road 8
11Pisoli Pisoli Road 2
12Mohammadwadi Mohammadwadi Gaon 6
13Dehu Road Dehu Road 8
Thomas Colony 5
Mhamurdi 5
Shitala Nagar 1
Vikas Nagar 16
Dutt Nagar 3
Shivaji Nagar 2
Shri Nagar 3
Shelar wadi 5
Ambedkar nagar 3
Adarsh Nagar 3
Sai nagar 7
14Yerwada Yerwada 5
Shelar chal 2
Laxmi Nagar 18
Yashwant Nagar 5
Subhash Nagar 4
Ganesh Nagar 15
Kamraj Nagar 4
Shastri Nagar 1
Mahamta Housing Board 4
Navi Khadki 2
Shani Chal 3
Gandhi Nagar 2
Jai Prakash Nagar 12
Ram Nagar 1
Kalyani Nagar 4
Ramwadi 4
15Vadgaonsheri Vadgaonsheri Gaon 3

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Matchwell Road 1
Kharadkar nagar 5
Prasad Nagar 2
Vitthal Nagar 1
16Kore Gaon Park Kore Gaon Park 1
Total 508
S.No. Area Sub-Area Khoj Account
1 Ghorpadi Bhart forge road 7
Shirke company(Bhim nagar) 8
B.T kavade road 10
Ghorpadi bazar 1
Mundhawa road 1
2 Mundhwa Sarvodya colony 7
Railway station Hadapasar 5
Mundhawa Chowk 1
3 Keshav nagar Keshav nagar 18
4 Manjri Mangri(bk) 19
Mangri(kd) 7
Mahadhev Nagar 11
Manjri road 2
5 Hadapasar 17 1/2 Nali 11
17 1/2 Nali Road 4
Malwadi Hadapasar 30
Pune Solapur road 5
Parijat Colony 3
Anand Nagar 2
Gosai Wasti 4
Bhagirathi Nagar 6
Gadi Tar 11
Sato Plot 2
Aakashvani 3
Ravi Darshan 2
Ganesh Vihar Colony 1
Vitthal Nagar 2
Shinde Wasti 7
Laxmi Nagar 3
Ram Takeri 5
Vadu Wadi 2

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Ram Nagar 2
Sasane Nagar 11
Kukai Nagar 1
Kale Padal 11
Kale Borate 2
Handewadi Road 10
Sato Nagar 4
6 Pune Saswad road Bekari Nagar 27
Damal Wadi 11
Rupi Nagar 4
Phursungi Gaon 16
Ganga Nagar 18
Aadhresh Nagar 1
Avdhut Nagar 5
Tukai Darshan 8
Satyam Puram Society 1
Satowadi 10
Gondle Nagar 4
Mahamata Phule vashahat 2
Vatal Baba Wasti 4
Unnati Nagar 1
Hingane Ali 2
Ramoshi Lane 2
7 Pune Solapur Road Pune Solapur Road 4
Magarpatta Road 4
Sanker Math 1
Gosai Wasti 5
Surashka Nagar 1
Hingale Mala 7
Vaidu wadi 2
8 Wanwadi Wanwadi Gaon 2
Shanti Nagar 3
Jugtap Chowk 2
Fatima Nagar 2
Jugtap Nagar 1
Wanwadi Bazare 1
9 Mohammadwadi Road Sayyad Nagar 9
Udyag Nagar 1
Tarwade Wasti 1
Mohammadwadi Gaon 2
Nyati Estate 5

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10Yerwada Phule Nagar 3
Indira Nagar 10
Shanti Nagar 9
Aadhresh Nagar 2
Pancheel Nagar 1
Pratick Nagar 1
Hira Manmozi Nagar 1
Nagpur Chawl 14
Maharastra Housing Board 1
Sanjay Park(Viman Darshan) 6
Viman Nagar 5
11Vishrant wadi Sainaik Nagar 3
Kamgar Nagar 1
Jadav Nagar 1
Kasturba Society 1
Alandi Road 4
Kalas Road 1
Dhanori Road 4
Bhim Nagar 7
Tingare Nagar Road 2
Tingare Nagar 19
Indira Nagar(Burma Shell) 11
12Pune Nagar Road Sai Satyam Park 6
Ganesh Park 1
Kavade Wasti 2
Khandave Nagar 2
Ubale Nagar 2
13Chandan Nagar Aple Ghar Society 4
Tulza Bhawani Nagar 2
Hadapasar By-Pass 2
Shivraj Chowk 1
Sabji Mandi 4
Sangharesh Chowk 2
Kharadi Road 12
Eknath Pathare Wasti 5
Satguru Housing Society 1
Dwarka Garden 1
14Kharadi Tuka ram Nagar 2
Borate Wasti 3
15Vadgaon Sheri Ganesh Nagar 2
Sunita Nagar 1

VIM, PUNE 51
Sagar Park 1
Somnath Nagar 7
Viman Nagar Corner 1
16Ramwadi Ramwadi 7
TOTAL 588
S.No Area Sub-Area
Khoj
Accounts
1 DAPODI DAPODI VILLAGE 9
PHUGEWDI PIMPRI ROAD,
SHIV DATT NAGAR 2
397/1 AGERSEN NAGAR 2
2 PIMPLE RAMKRISHNA MANGAL KARYALAYA 3
GURAV POOJA HOSPITAL 2
ANAND PARK 1
VADWARI 7
SHASTRI NAGAR 1
KESHAV NAGAR 2
KESERWADI
3 PIPLE KUNAL ICON 1
SAUDAGER TUSAR RESIDENCY, JAGTAP DAIRY 2
DWARKADHEESH 1
VILLAGE 18
4PIMPLE NILAKH VILLAGE 9
5 BOPKHEL VILLEGE 6
RAMNAGAR 5
GANESHNAGAR 5
6 KALAS VILLAGE 7
7 DIGHI KATEA BASTI 6
VIJAY NAGAR
RUNWAL PARK 1
GAYAKWAR NAGAR 2
ALANDI ROAD 1
DATT NAGAR 4
CHAUDHARY PARK 1
B U BHANDHARI CMPLX. 3
ADARSH NAGAR 8
SHIV SAI NAGAR 5

VIM, PUNE 52
8 DHANORI VILLAGE 6
DATT NAGAR 2
GOKUL NAGAR 5
MUJABA BASTI 19
AKASH PARK 2
9 AUNDH SPICER COLLEGE, NR. OLD SANGHVI 4
NEW SANGHVI SAMARTH NAGAR 6
ADARSH NAGAR, NEW SANGHVI 2
SH. VIVEKANAND NAGAR 2
SAMTA NAGAR 2
GANESH NAGAR, NEW SANGHVI 3
VINAYAK NAGAR, N. S. 3
GAJANAND NAGAR, N.S. 3
DHORE PATIL FARM 3
AUNDH VILLEGE 4
KASTURBA GANDHI VASHAT 7
INDIRA GANDHI VASHAT 14
NR. AMBEDKAR COLLEGE 2
D P ROAD, BANER 17
OLD SANGHVI 14
GAYAKWAR NAGAR 1
10BANER VILLEGE 4
BALEWADI PHATA 13
11BALEWADI VILLEGE 13
12WAKAD WAKAD CHOK 3
VILLEGE 2
DANGHI CHOK 2
NEW DATT NAGAR 5
KELATE NAGAR SHANKER 7
VENU NAGAR 2
MAHATOBA NAGAR, ZOPADPATTI 4
EKTA HOUSING SOC. 1
KESPATHE BASTI, KALAWARI PHATA 15
NR. POLICE CHOKI 3
BHUJBAL BASTI 3
BOMKER BASTI 5
KALAKHADAK, HINJEWADI RD 13
13BAPODI V. PATIL ROAD 8
I T PARK 1
GANESH TEMPLE 5

VIM, PUNE 53
SAMARTH NAGAR 2
AMBEDKER CHOK 4
BAPODI VILLEGE 4
14KHADKI ELIPHASTEN RD, KRILOSKER ENGINE 1
HULA ROAD 1
OLD BAZAR 1
NEW BAZAR 1
15SUTARWARI VILLEGE 20
SUS ROAD 11
16EKNATH NAGAR 6
17PASHAN MAIN CHOK 6
SOMESHARWADI 10
SANJAY GANDHI VASHAT 11
PANCHWATI 3
CHORIYA GARDEN, SUTARWARI RD 2
VIVEKANAND SOC. 1
TATA MOTORS 1
JENWARI GOKHALE NAGAR 22
18THERGAON JAI MALHAR NAGAR 2
GURU NANAK NAGAR 2
KALAWARI PHATA 2
NAKTHA NAGAR 7
VENU NAGAR 2
THERGAON PHATA 2
JAI HIND NAGAR 1
DATT NAGAR 3
THERGAOAN VILLAGE 3
TAPASE NAGAR 1
GANESH NAGAR 12
EKTA COLLONY 2
RATANDEEP COLLONY 2
DANGHI CHOWK 1
MANGAL NAGAR 2
GUJAR NAGAR 5
KANAIYA PARK 5
KRANTIVEER NAGAR 6
SAINATH NAGAR 7
PAWAR NAGAR 9
PADVAL CHAL
PODVAL NAGAR 21
SHIVTHIRTH NAGAR 8

VIM, PUNE 54
BHORDE NAGAR 4
KALESH NAGAR 5
INDRANI NAGAR 4
19RAHATANI GAJANAND NAGAR, KALAWARI PHATA 5
SASHTRI NAGAR 4
SHRI NAGAR 5
NAKHATE BASTI 17
RAM NAGAR 10
SAI CORNER 1
JAGTAP DAIRY 1
SHIVAJI CHOWK 6
SAJJAN GARDH 3
RAI GARDH 1
KALAWADI 15
TOTAL 637
Direct coverage is the
ultimate acid test for any
FMCG company forms
the backbone for any
organization in India.
Count of Name of the
Shop
Stockist Total
Anupama Agencies 102
Madhuram Sales 23
Rupesh Agencies 50
Vikas Traders 121
Chandralok Enterprises 33
Darshan Enterprises 100
Excel Enterprises 227
Gayatri Enterprises 174
Jey Pee Enterprises 104
New Baner Stockist 222
New Katraj Stockist 226
Sai Traders 272
Shri Sai Agencies 277
Shri sai Enterprises 227
Shubham Enterprises 326
Vijay Traders 399
Yash Enterprises 52
(Blank) 38
Grand Total 2973

VIM, PUNE 55
CONCLUTIONS
A truly global company. Covering 200countries.
It divided into four categories:
Pet nutrition
Home care
Personal care
Oral care
Its vision is be the innovative leader with our brands every day in every home
It is lacking in:
Proper distribution
Focusing on roadside only
Adopting shortcut method means only large counter
Try to fewer walks
Time management
Not proper dress code
Inexperience salesman
Not suitable for lower class family its price is higher as compared with-
Anchor
Babool
Vi-john

VIM, PUNE 56
SUGGESTIONS
Service
·The main objective of service is to develop our
business and keep an edge over competition
·The stockist must provide satisfactory service to the
trade.
· The stockist must take initiative in merchandising by
providing proper units for covering the markets and
servicing all dealers regularly.
· Not focusing only roadside
· Delivery on time
Godown Space
·Adequate space for storage of goods, POP and documents
··Centrally located & easy to approach
··Adequate lighting
··Roof /Ceiling /Wall should not have leakage
··Floors should be clean from dust / waste
··Damaged /Returned goods should be stored in separate area with clear identification
··Godown should be kept clean on a regular basis
··CP products to be stored separately from products of other companies
··Stocks should be stored on tarpaulin and 6 inches from the wall

VIM, PUNE 57
·Stacking up to 7 / 8 shippers & in upright position (visual on shipper)
·· Honeycomb style for stacking
··Loose stocks to be kept on separate racks
·· Follow the FIFO system
·· Segregate products by variants & price code
··Loose brush hangers should not be rolled
·Shelf for POP with Bin cards
··Care to be taken while loading / unloading of stocks to avoid damages
Personnel
Regular and efficient personnel should be provided to meet the objective of providing
service as given below:
Salesmen: To conduct retailing & maintain adequate stock
Salesteam should have dresscode of colgate palmolive
Pressure at all outlets. One S/man per 240 A/cs
needs to be provided. He should be exclusively
working for Colgate.
Drivers/Helpers: To assist the salesmen in ready stock
retailing and to fix POP material in all outlets
Clerk/Accountant: To maintain sales record and submit them on time
To operate PC for Intellised operation

VIM, PUNE 58
Delivery Vehicles
For metro & HQ towns painted motorized vehicle for every 480 accounts.
For smaller towns and villages motorized / non motorized 3 wheeler
Involvement
·The Partners/Proprietors should personally visit the market
regularly to develop and maintain good trade relations.
· It also helps them in assessing and keeping a check on the
working of their salesmen and merchandisers.
· It helps in addressing any market related issues and solve
them immediately thereby ensuring good customer service
Line of Business
·He can have agencies of other FMCG but not with any
of our competitors.
· Exclusive stockiest are preferred.

VIM, PUNE 59
Bibliography
Books:
Philip kotler; Marketing Management; eleventh edition;
Ranjan saxena; Marketing Management; second edition; Tata McGraw hill
publication, New Delhi.
Magazine and journals:
Business India
Trade Journals
Reports:
Monthly report of the company.
Internet.

VIM, PUNE 60
Sep'
04
Oct'0
4
Nov'
04
Sep'
04
Oct'0
4
Nov'
04
YT
DNov'0
4avg
.
% growth
inNov'04
overH1'04
avg.
Sep'
04
Oct'0
4
Nov'
04All-
India
892
5
898
4
898
5
762.
3
687.
5
690.
1
688.
6
5
%
52.
1
56.
3
52.
2Branch
SummaryKolka
ta
125
0
127
2
132
7
95.
9
84.
4
74.
2
78.
9
5
%
51.
0
49.
3
42.
2Chenn
ai
211
7
215
8
211
2
205.
5
174.
0
165.
6
176.
3
-
4%
49.
3
47.
0
44.
1Del
hi
243
8
245
6
246
4
198.
7
173.
9
187.
0
176.
3
11
%
64.
4
63.
8
56.
2Mumb
ai
312
0
309
8
308
2
262.
2
255.
2
263.
4
257.
2
6
%
44.
7
59.
4
59.
1Metro
sMumb
ai
119
3
118
8
117
1
113.
7
105.
6
111.
1
107.
7
6
%
48.
9
68.
1
68.
3Kolka
ta
83
8
85
5
88
2
72.
6
61.
7
54.
9
59.
8
2
%
54.
2
51.
8
43.
8Chenn
ai
52
7
55
9
53
5
59.
5
56.
7
51.
8
54.
3
-
5%
49.
2
50.
1
48.
8Del
hi
85
9
85
9
85
7
74.
2
71.
3
74.
3
70.
4
9
%
70.
5
71.
5
67.
1Bangal
ore
53
7
53
9
54
3
49.
4
39.
9
42.
1
38.
8
23
%
53.
5
52.
7
47.
4Hydera
bad
47
9
47
0
44
3
36.
4
21.
0
22.
5
28.
1
-
22%
48.
7
40.
2
36.
8
Comme
nts
Major Accounts Scorecard -
end-Nov'04
2. MSS compliance has picked up in last 2 months in Mumbai branch but has dropped in
other 3 branches. Mumbai metro hasa high 68% MSS compliance. Hyderabad is really worrying at
36% MSS compliance !
1. Overall growth in Nov'04 over H1'04 is 5% - MA sales has been declining in Calcutta
& Chennai branches in last 2 monthsesp. in Hyderabad
metro
MSS
Compliance
INTEL
# of
accts.
Sales (in Rs.
Lakhs)

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