An Analysis of Sales & Distribution of ITC FMCG Products on Convenience Delivery Model
1. Vikramaditya Singh
srmistvikram@gmail.com
Summer Internship
Report
I T C L i m i t e d
I T C L t d , 1 s t F l o o r , I n d i a n
M e r c a n t i l e C h a m b e r s
R . K a m a n i M a r g , B a l l a r d
E s t a t e , F o r t , M u m b a i - 4 0 0 0 0 1
7 / 8 / 2 0 1 3
Vikramaditya Singh [2013]
An Analysis of Sales & Distribution of ITC FMCG Products
on Convenience Delivery Model.
2. Contents
Executive Summary....................................................................................................................................2
Overview of Bingo......................................................................................................................................3
Bingo! Yumitos - 'Take a Yumitos Break'....................................................................................................3
Bingo! Mad Angles - "Har Angle se Mmmm..."..........................................................................................4
Bingo! Tedhe Medhe - "Har Stick mein alag twist...".................................................................................4
Bingo! Tangles - "Khaoge to Khilaoge..."....................................................................................................5
Scope of the Project...................................................................................................................................9
Problem Statement....................................................................................................................................9
Research Methodology..............................................................................................................................9
Findings & Observations ..........................................................................................................................10
Warehouse Distribution Point .................................................................................................................12
Issues Observed .......................................................................................................................................12
Suggestions ..............................................................................................................................................12
Retailers ...................................................................................................................................................13
Issues Observed .......................................................................................................................................13
Suggestions ..............................................................................................................................................13
Distributor Salesman................................................................................................................................14
Issues........................................................................................................................................................14
Suggestions ..............................................................................................................................................14
Appendix 1: Competition Landscape...............................................................................16
Appendix 2: Cash Flow Cycle....................................................................................................................17
Appendix 3: Total Sales Breakdown ................................................................................18
Appendix 4: Salesperson wise Sales Breakdown .....................................................................................19
Appendix 5: Various SKU sales data (INR) .......................................................................48
Appendix 6: DSS Rating for FMCG Sales ..........................................................................50
DSS rating according to FMCG sales on CDM day: ..........................................................50
Appendix 7: DSS Rating for Bingo Sales ...................................................................................................53
Bingo Sales Wise DSS performance all data in INR:.........................................................53
Acknowledgements .........................................................................................................56
3. Executive Summary
In the world where only permanent thing is “Change”. The market for every FMCG is evolving at
a nanosecond pace. Markets for different product categories have become highly competitive. In
such dynamic and competitive market conditions, it is indispensable for companies to remain in
breast with their Supply Chain. With this importance in consideration, I have been assigned to
study the Sales & Distribution of ITC FMCG products. The project is conducted for ITC Mumbai
under the mentorship of Mr. Kiran Churi.
The main objectives of this project are:-
Understand the Sales and Distribution on CDM for various FMCG products
Study the “ITC Distribution Ecosystem” and understand the dynamics among key players-
Sales distributors, Supervisors and Retailers
Measure Sales performance & Cash flow Cycle of Sales Distributors
Measure and Increase the sales of product “Bingo
Study the competition landscape
Find out preferences, quality, taste, and awareness of ITC FMCG products along with
satisfaction level at retailers’ end
One of the primary objectives of the report is to understand ITC’s distribution ecosystem. To
achieve this objective, I have conducted a market survey in 25 different locations in Mumbai
city. I accompanied 30 sales distributors to different retail outlets for a period of 60 days. This
exercise provided vital insights to ascertain position, visibility, and availability of ITC FMCG
products along with key competition in the market. Other sources like internet, online journals,
and company’s financial reports have been used to collect secondary data and support findings
from primary data.
4. The data was collected, analyzed and represented in the form of various facts and figures.
Findings and Suggestions are presented in the form of report and presentation to achieve
objectives of study.
Every project has some limitations and this study is no different. One of the major limitations of
this project has been time limit. I was unable to visit manufacturing units of ITC products.
Visiting these units could have provided more clarity on manufacturing process, packaging and
operations on the supply side of distribution chain.
Overview of Bingo
Bingo was launched in March 2007 with a wide range of exciting packaged salted snacks. The
range includes multiple flavor variants of Potato Chips & Finger Snacks.
The brand is associated with youth, fun and excitement. It fulfils the consumers need for variety
and novelty in snacks. At present Bingo! has 4 sub-brands in its portfolio, each of which have
unique values based on consumer need differentiation.
Bingo! Yumitos - 'Take a Yumitos Break'
Bingo! Yumitos Potato Chips are the best partner for break. Bingo! Yumitos is very
tempting and yummy account the full bodied flavours. These flavors range from traditional
favourites like Salted to innovative ones such as Red Chilli. There are in total 7 exciting
flavours.
Premium Salted International Cream & Onion Red Chilli Bijli
5. Masala Remix Juicy Tomato Ketchup Fiery Red Tomato
Oye Pudina
Bingo! Mad Angles - "Har Angle se Mmmm..."
One of the biggest successes from the Bingo! Portfolio, Bingo! Mad Angles has carved a
niche for itself in the consumers mind and is synonymous with the perfect triangular snack.
A combination of innovative flavours on a traditional khakra base, Mad Angles is a snack
that is true to taste with perfect flavour delivery as well as shape, making it a snack that's
truly "Har Angle se Mmmm ..."
Mad Angles Tomato Mischief Mad Angles Chilli Dhamaka Mad Angles Achaari Masti
Mad Angles Masti Chaat
Bingo! Tedhe Medhe - "Har Stick mein alag twist..."
Bingo! Tedhe Medhe is the popular spindle shaped format from Bingo! that is a delicious
blend of handpicked spices with an aroma that makes one crave for more. The taste of fiery
sparks which masalas leave on ones tongue is an experience with savouring!
6. Just like no two things in life are the same, Bingo! Tedhe Medhe provides a unique
experience to the consumer each time he consumes it from the pack, making him go beyond
stereotypes and celebrating the eccentricities in life!
Bingo! Tangles - "Khaoge to Khilaoge..."
Bingo! Tangles is one of the most innovative snacks available in the market. Each piece of
this innovative crunchy snack is made out of strands loaded with lip smacking masala or
tantalizing tomato or simply salted flavours. Once bitten, they break into many more
delicious strands in the mouth. It is so tasty that you can’t resist sharing it with others.
Masala Tangle
Bingo! Tedhe Medhe
7. Figure 1: Wafer Market Share in India
Lays
47%
Balaji
22%
Uncle Chips
10%
Bingo
9%
Parle
7%
Yellow
Diamond
5%
Wafers Market Share (July'12-Sep'12)
All data collected by A C Nielson 2012 report
8. Figure 2: Bridge Market Share in India
Kur Kure
64%
Bingo
24%
Balaji Chataka
Pataka
12%
Bridge Market Share (July'12-Sep'12)
All data collected by A C Nielson 2012 report
10. Scope of the Project
To carry out field work pertaining to Sales and distribution of FMCG
products on Convenience Delivery Model (CDM)
To understand & increase the sales of ITC Bingo! Snacks in current
operational distribution system on Convenience Delivery Model (CDM)
Problem Statement
The purpose of this project is to study the Convenience Delivery Model and suggest
measures to enhance distribution efficiency and boost sales of ITC FMCG products with
special focus on Bingo
Research Methodology
In this study, primary and secondary research was conducted to provide a holistic view of
the problem and to arrive at actionable recommendations.
Secondary research was essentially done to learn about ITC as an organization and to
understand its FMCG offerings. Additionally, secondary research helped in understanding
ITC’s positioning in the market viz a viz competition. The sources of secondary research
included official website, blogs and industry articles.
Primary research was undertaken in order to understand sales & distribution system of ITC
FMCG products on CDM. This was achieved by personally accompanying CDM vehicles
and visiting shopkeepers of various routes in Mumbai. Thorough this research, I have been
able to study how DSS operate and deliver products to numerous retailers. I have collected
feedback from retailers regarding supply and distribution of ITC FMCG products. This
feedback has given me insights into retailers’ preferences regarding product display and
delivery to the end consumer. This feedback also helped me understand retailers’ issues with
respect to ITC products. Furthermore, in order to understand cash flow cycle of distributors,
I studied complete cycle of cash movement from the point DSS take orders from retailers to
the point retailers pay these DSS for delivery of goods. This has helped me understand
11. distributors’ challenges in terms of ordering goods, obstacles faced in distribution &
complexity of managing cash flow.
Findings & Observations
By studying the distribution cycle of Star warehouse for a period of 2 months, I observed various
challenges that plague current distribution. The diagram below shows a typical day in the Star
warehouse.
12. nhava sheva nhava shev
DS reaches STAR WD on average
0f 8-8:15 am
Supervisor reaches STAR WD on
average 8-8:20 am
Four vehicles reach WD on the average of 8:25am.
vehicles’ leave for defined route from WD
Loading of CDM vehicles’ starts at 8:30 am. On the average
one DS take 12 to 15 minutes to load the vehicles . Out of
these 15 minutes, an estimated 10 minutes spent on ordering
and negotiations
All CDM vehicles are loaded & leave the WD by 9:00 am
All CDM vehicles’ reach back to WD by an average 0f 4:40
PM
Day starts at
8:00 am on STAR
WD
Day ends at 5:00 pm on
STAR WD & daily billing is
completed
Typical Schedule of Star
WD from
Monday – Saturday
every week
13. During this study, I have observed multiple challenges in the sales & distribution channel. These
challenges have been classified under three major categories:-
Challenges at warehouse distribution point
Challenges faced by distributors
Challenges faced by retailers
Warehouse Distribution Point
Issues Observed
1. The routes are prefixed. However, it is observed that there are major changes
in the route on the day of CDM due to various reasons such as distributor
absence, distributor unwillingness to take CDM vehicle or distributor
hesitant to take all products
2. Most of the time, various flavors of bingo preferred by the DSS are not
available in the warehouse
3. On rainy days, there is heavy water logging which affects productivity of the
warehouse. Severe waterlogging can impact even a whole day’s business as
had been observed on June 11, 2013
4. Sometimes obstacles at the entrance of the ware house block the way of
CDM vehicles and eat away precious 15 minutes in the morning. A prime
example of such obstacle is BMC van which blocks the entrance exactly at
the same time when CDM vehicles are supposed to depart from the
warehouse
5. Currently, Star warehouse has 2 big sized & 2 small sized CDM vehicles. It
is observed that DSS often prefer small vehicle resulting in higher lead time
6. Schemes are not clearly communicated to distributors
7. Many DSS have raised theft issue in the warehouse
Suggestions
1. All CDM vehicles should reach STAR warehouse at 8:10 AM so that loading
can commence from 8:15 AM
2. The designated distributor of CDM route day should be instructed to reach
Star at 8:10 AM sharp and immediately place the order for products to be loaded
14. 3. Supervisor should develop a practice of informing designated CDM DSS for the
day to report at the warehouse at assigned time
4. Since smaller vehicles can be easily parked in congested spaces, it is
recommended that fleet size of these vehicles be increased
5. Distributor should not be allowed to miss designated CDM day more than once a
month
6. In case a Distributor does not take the vehicle on scheduled day, he should
inform the Supervisor two days prior to CDM day
7. WD management should ensure that DS carries different flavors of FMCG
product
8. There should be a proper display board on the warehouse to display all schemes
being offered
9. There should be sufficient number of cameras installed to overcome theft issues
10. Monthly cash incentives should be offered to DSS with highest sale on CDM
vehicles. This practice will increase interest in taking CDM vehicle and selling
more products
11. Require helper on CDM day to increase visibility & visibility of Bingo.
Retailers
Issues Observed
1. D&D replacement is a major issue in both biscuit & bingo categories
2. Due to unfriendly packaging, removing a single bingo from ladi becomes
difficult and wastes few precious seconds
3. Competitive products such as Lays have higher visibility because their DSS
make an extra effort to showcase the product at retailer’s store
4. It is observed that DSS do not deliver the products as per retailer’s preference
5. In comparison with ITC FMCG products, competition offers much more
lucrative schemes to retailers. For instance, Balaji provides wafer at INR 3.90 to
the retailer. Detailed description of promotions is stated in table xx
Suggestions
1. The biggest hurdle in sales of Bingo is faced in D&D replacement. To overcome
this issue, I recommend that the DSS should be allowed to replace Bingo on
15. time on CDM day. He should take count of D&D goods a day before CDM day
and carry appropriate number of extra Bingo and biscuits
2. Ladi should be designed in such a manner that the corner of Bingo packets can
be stroked out easily. This will reduce the number of D&D goods. This will also
help in making Bingo a product of choice for the retailer due to reduced lead
time in delivering goods to consumers
3. In confectionary section, it is observed that licks and frooti fun have greater
demand. Therefore, DS should carry more of these jars
4. To make sure visibility of bingo on the outlets, helpers should be sent with
different DS’s at least once a week to make sure that the racks or the hangers
provided by the company should carry bingo to ensure better visibility
5. To increase sales of Bingo, ITC should offer better cash incentives to retailers
who sell more than 500 bingo packets a month
6. Providing a check list book with all SKU mentioned to the DSS’s will help in
delivering right products to retailers
7. There should be attractive display boards on shops to increase awareness
Distributor Salesman
Issues
1. ITC currently does not offer any credit schemes to DSS. As a result, DSS face
cash flow issues as their money gets stuck on a daily basis
2. ITC does not offer any incentives to DSS’s based on sales performance
3. Delayed D&D replacement is an issue & is one of the main parameters retailers
use to stock products
4. There is lack of communication between warehouse management & DSS on
schemes
5. There are theft issues in WD when DSS’s bring back left over inventory at the
end of CDM day
6. On rainy days, distribution system is badly affected mainly impacting loading &
unloading of CDM vehicles
Suggestions
1. Practice of DSS’s carrying sufficient number of Bingo hangers is currently
missing and therefore should be enforced by ITC
16. 2. ITC should provide one day credit period to DSS’s for CDM vehicles. To ensure
effective implementation of this scheme, ITC can provide credit period on basis
of confirmation provided by DSS on the amount of sales he will generate
3. To clearly communicate various active schemes, there should be display boards
in the warehouse to educate DSSs on the same
4. ITC should develop a mobile billing application on phone to increase efficiency
& therefore translate that into more sales by making DSSs increase their
coverage area
5. Providing trays in CDM vehicles to enable DSS to carry goods from vehicles to
retailer shop will reduce hassles & save transit time
6. Conducting frequent trainings for DSSs to encourage them to adopt ways of
reducing distribution time & utilize the saved time
17. Appendix
Appendix 1: Competition Landscape
SKU Competitor
Scheme by
Competitor to
retailers
ITC Scheme to
retailers Comments
Biscuit Britannia
6 pack 3 Pieces
free
No scheme under
biscuit category
1 Box 6 Pieces
free
No scheme under
biscuit category
Parle
1 packet free
with 24 pieces
No scheme under
biscuit category
Cadbury
Offer 5/- perk
with 15/- oreo
No scheme under
biscuit category
Match Box Bell Same margin Same margin
Bell use wax strap
this is more
demand among
the buyer
Wafer Balaji Per piece 3.90/- Per piece 4.45/-
Lays Per piece 4.25/- Per piece 4.45/-
Lays levy VAT of
only5 % to
retailers
Masala
Munch
For 45
pieces 2 free
Per piece 4.45/-Per piece 3.97
Puff Yummy
Cheese Per piece 3.97 Per piece 4.45/-
Masala
Munch Per Piece 3.97 Per piece 4.45/-
Confectionary Parle
One parle g
biscuit free
One ball pen free
with minto gol
18. Appendix 2: Cash Flow Cycle
1. DSS gets billed everyday on the end of day.
2. Cigarette payment on average gets 99.5% paid to DSS by retailer on the same day.
3. In FMCG products the cash flow cycle differs for different SKU. Below table will
get a clear picture of the cash flow cycle of FMCG products:
FMCG Products Average Payment Cycle of Different SKU
Cash on same date in % Due Money for 3 days in %
Due Money more than 3 days
in %
Bingo 70 25 5
Biscuit 93 6 1
Confectionery 95 4
1
Match Box 98 2 0
Soaps 50 10 40
Noodles 90 8 2
In-cense sticks 60 15 25
20. Appendix 4: Salesperson wise Sales Breakdown
DSS Surjeet
Specification
Area
Dadar
East
Outlets 23
Handlers 12
Sales Data( INR)
Total Sales with Cigarettes 90403
Biscuit 5985
Jar 1290
Bingo 3746.4
Match Box 1470
Noodles 0
Soaps 0
FMCG Sales 12491.4
Field Observation:
1. Total shops closed= 6
2. Retailers complain on display payment.
3. FMCG category- Out of Total sales, comprises biscuits maximum share of 48%, followed by
bingo 30% , matchboxes 12%, jar 10%
4. Most of the shop keepers do the payment on credit basis in this area.
5. Total RA shops - 3
6. Industry Type shops- 7
7. Shubhas café is one of the largest retailer of Bingo in this area
21. DSS R P Singh
Specification
Area Dadar – Mahim
Outlets 26
Handlers 12
Sales Data( INR)
Total Sales with
Cigarettes
53141
Biscuit 2145
Jar 990
Bingo 1745.6
Match Box 765
Noodles 0
Soaps 0
FMCG Sales 5645
Field Observation:
1. Total shops closed= 8
2. Not taking enough stock due to LBT bandh.
3. FMCG category- Out of Total sales, biscuits comprises maximum share of 38%, followed by
bingo 31% ,matchboxes 14%, Jar7%.
4. Retailers complain on packaging of Bingo- Inconvenience is observed in taking out
individual units
5. Total RA shops-0
6. Industry Type shops-6
7. Small retailer in terms of bingo purchases in between 50 to 70 bingo. Maharashtra PCO,
Kaushal Tea, B K Shop.
22. DSS Sitaram
Specification
Area Mahim
Outlets 26
Handlers 11
Sales Data( INR)
Total Sales with
Cigarettes 60601
Biscuit 5940
Jar 1220
Bingo 1230.9
Match Box 780
Noodles 0
Soaps 0
FMCG Sales 9170
Field Observation:
1. Demand for the licks and natkaht mango.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 65%, followed by
bingo 13% ,Jar 13%,matchboxes 9%.
3. Some of the shopkeepers prefer buying from Kamat wholesaler.
4. Bell match box was having more presence.
5. No display of FMCG products at any shop.
6. Total RA shops- 4
7. Industry Type shops- 7
8. Big retailers of bingo in this area Shreyas Foundation, China Corner Pan shop, Janta Pan
Shop
23. DSS S P Gupta
Specification
Area Matunga Road
Outlets 16
Handlers 6
Sales Data( INR)
Total Sales with Cigarettes 41334
Biscuit 9387
Jar 0
Bingo 1498.5
Match Box 1470
Noodles 640.8
Soaps 0
FMCG Sales 12996.35
Field Observation:
1. Total shops closed= 9
2. Less buyers due to summer vacations
3. FMCG category- Out of Total sales, biscuits comprises maximum share of 72%, followed by
bingo 12%,matchboxes 11%., noodles 5%
4. Total RA shops- 1
5. Industry Type shops- 5
6. Some of the biggest retailers in the area are Katil Pan Shop , Ratnagiri shop.
24. DSS Sharma(Ambernath)
Specification
Area Parel village-lalbaugh
Outlets 23
Handlers 12
Sales Data( INR)
Total Sales with Cigarettes 48779
Biscuit 6905
Jar 440
Bingo 2996
Match Box 510
Noodles 770
Soaps 0
FMCG Sales 11621
Field Observation:
1. Total shops closed= 4
2. Display regarding complains.
3. Balaji waffers are more popular.
4. FMCG category- Out of Total sales, biscuits comprises maximum share of 59%, followed
by bingo 26% ,Noddle's 7%,matchboxes & jar 4%.
5. Some shopkeepers have issue of obsolete product replacement.
6. Total RA shops-
7. Industry Type shops-
8. Sai Kripa Bidi shop , Panchal Pan shop, Ramesh pan shop, Shubhak corner, Ganesh
general store are big bingo retailer in this area.
25. DSS S P Pandey
Specification
Area Dadar (Shiva Sena Bhavan)
Outlets 23
Handlers 12
Sales Data( INR)
Total Sales with Cigarettes 90403
Biscuit 3985
Jar 1290
Bingo 3746.4
Match Box 1470
Noodles 0
Soaps 0
FMCG Sales 10491.5
Field Observation:
1. Total shops closed= 6
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 38%, followed by
bingo 36%,matchboxes 14 % & jar 12%,
3. Licks in demand but no stock available.
4. Total RA shops - 4
5. Industry Type shops- 6
6. Some of the biggest retailers in the area are sunflower bidi shop, Sai kripa general store
26. DSS S R Gupta
Specification
Area Parel( KEM Hospital)
Outlets 26
Handlers 11
Sales Data( INR)
Total Sales with
Cigarettes 59988
Biscuit 7464.5
Confectionary 0
Bingo 1498
Match Box 780
Noodles 0
Soaps 0
FMCG Sales 9743
Field Observation:
1. Total shops closed= 3
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 77%,
followed by Bingo 15% & matchboxes 8%
3. Small Biscuits of Rs 5 were more in demand. Chocolate flavor is most preferred
4. Retailers complain on packaging of Bingo- Inconvenience is observed in taking out
individual units out of batch.
5. Retailers expect better scheme on wafers.
6. Total RA shops- 3
7. Industry Type shops-6
8. Not much sale of bingo in this area. Some of the potential retailers Shettye Bidi Shop,
Shri Sai general store.
27. DSS Satya
Specification
Area Matunga
Outlets 26
Handlers 12
Sales Data( INR)
Total Sales with Cigarettes 66443.7
Biscuit 5109
Jar 0
Bingo 2247.84
Match Box 1470
Noodles 162
Soaps 476
FMCG Sales 9464.84
Field Observation:
1. Total shops closed= 5
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 54%, followed by
Bingo 24%, matchboxes 16%,soap 5%,noodles 2%.
3. Total RA shops - 6
4. Industry Type shops – 6
5. Some of the biggest bingo retailers Manohar Bidi Shop, Shanti pan shop.
28. DSS Sandeep
Specification
Area Worli
Outlets 37
Handlers 16
Sales Data( INR)
Total Sales with
Cigarettes 72974.5
Biscuit 3828
Jar 780
Bingo 1498.5
Match Box 1470
Noodles 0
Soaps 0
FMCG Sales 7576.5
Field Observation:
1. Total shops closed= 9
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 51%, followed by
bingo 20%, matchboxes 19%, jar 10%.
3. Total RA shops-3
4. Industry Type shops – 8
5. Some of the potential bingo retailers of the area are Vikram Anil General Store, Shri
Siddhivinayak pan shop.
29. DSS P P Gupta
Specification
Area Sewri
Outlets 28
Handlers 13
Sales Data( INR)
Total Sales with Cigarettes 33245.5
Biscuit 6288
Jar 1220
Bingo 2033.76
Match Box 490
Noodles 0
Soaps 0
FMCG Sales 10031.76
Field Observation:
1. Total shops closed= 3
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 63%, followed
by Bingo 20% , jar 12%,matchboxes 5%
3. Retailers expect better scheme on wafers.
4. Total RA shops- 0
5. Industry Type shops- 9
6. Rupa pan bidi shop is biggest retailer of bingo. There are 4 shops who are average buyer
can be pushed more Mahakali Pan shop, Ratnagiri General Store, Vitthal Pan Bidi Shop,
Sabhista Pan Bidi Shop
30. DSS Brijesh
Specifications
Area Dharavi
Outlets 33
Handlers 15
Sales Data( INR)
Total Sales with Cigarettes 51695.04
Biscuit 4392
Jar 0
Bingo 2783.04
Match Box 1470
Noodles 1284.48
Soaps 0
FMCG Sales 9208.8
Field Observation:
1. Total shops closed= 3
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 48%, followed by
Bingo 38%, noodles 13%.
3. Retailers expect better scheme on biscuit & bingo.
4. Total RA shops-2
5. Industry Type shops-9
6. Some of the big retailers of the area are Sada Shiv Pan Shop, Murlidhar Pan Shop, Sai nath
general store. Average bingo buyers retailors Kotiyan General Store, Jaiswal Pan Shop
31. DSS Ramgopal
Specifications
Area Dharavi
Outlets 23
Handlers 12
Sales Data( INR)
Total Sales with Cigarettes 33198.3
Biscuit 6170
Jar 0
Bingo 1498.5
Match Box 1470
Noodles 640.8
Soaps 0
FMCG Sales 9779.3
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 10336
Field Observation:
1. Total shops closed= 6
2. 5/- biscuit and cookies are more popular among the retailors.
3. FMCG category- Out of Total sales, biscuits comprises maximum share of 63%, followed by
bingo 15% ,matchboxes 15%,noodles 7%.
4. Most of the retailers are small time buyer so need to refill the stock on shorter frequency.
5. Prefer to take stock from wholesaler
6. Total RA shops - 1
7. Industry Type shops- 5
8. Sai kripa General Store is biggest retailer in terms of Bingo.
32. DSS Name- Satya
Specifications
Area Matunga East
Outlets 31
Handlers 12
Sales Data( INR)
Total Sales with Cigarettes 66386
Biscuit 3672
Confectionery 1230
Bingo 1764
Match Box 500
Noodles 0
In-cense Stick 0
Soaps 932
FMCG Sales 8098
Field Observation:
1. Out of total sales the percentage of FMCG category is 12%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 45%, followed by
bingo 22% , confectionery 15 %,Soap 12 %,matchboxes 6%.
3. DS uses his cycle also on the CDM day which helps in reducing the distribution lead time.
4. Total RA shops - 6
5. Industry Type shops- 6
6. Some of the biggest bingo retailers Manohar Bidi Shop, Shanti pan shop.
33. DSS Name- Keshav
Specifications
Area Parel
Outlets 31
Handlers 17
Sales Data( INR)
Total Sales with Cigarettes 44544
Biscuit 8806
Confectionery 1960
Bingo 1605.6
Match Box 0
Noodles 872
In-cense Stick 0
Soaps 972
FMCG Sales 14215.6
Field Observation:
1. Out of total sales the percentage of FMCG category is 32%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 60%, followed
by confectionery 14 %, bingo 11% , Soap 7 %,Noodles 6%.
3. 10 /- noodles was more in demand DS was short of stock.
4. On the distribution time biscuit was broken.
5. Pineapple flavor biscuit was in demand.
6. Matri Chaya shop was keeping Marlboro in ITC display.
7. Total RA shop- 2
8. Industry Type shops-10
9. Some of the biggest bingo retailers are Kamal Pan Shop, VIP pan shop. There are many
small bingo retailers in this area.
34. DSS Name- Subhas
Specifications
Area Tata Hospital( Parel)
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with Cigarettes 70081.4
Biscuit 6422
Confectionery 330
Bingo 2822.4
Match Box 490
Noodles 660
In-cense Stick 0
Soaps 0
FMCG Sales 10724.4
Field Observation:
1. Out of total sales the percentage of FMCG category is 15%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 59%, followed
by bingo 26% ,Noodles 6%, match box 5 %,Confectionery 3 %,
3. Shopkeepers have complaint regarding DND replacement.
4. Bingo DS offer better scheme.
5. In confectionery category licks and frooti fun in demand.
6. Work was on hold due to heavy rain for almost an hour.
7. Total RA shops- 2
8. Industry Type shops-10
9. Some of the biggest retailer of bingo are Shah Nanji Bhai Dharamshi shop, Shri Pan Shop,
Star Pan Shop, Anil Bidi Shop, Shri Kripa Pan bidi Shop, Anil tobacco & general store.
35. DSS Name- S N Gupta
Specifications
Area Mahim
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with Cigarettes 72543.6
Biscuit 7380
Confectionery 990
Bingo 2973.6
Match Box 0
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 11343.6
Field Observation:
1. Out of total sales the percentage of FMCG category is 15%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 65%, followed
by bingo 26% , Confectionery 9 %.
3. Shopkeepers have complaint regarding DND replacement.
4. Total RA shops – 1
5. Industry Type shops- 10
6. Some of the biggest retailer of bingo in the area are Yadav pan Shop,A- One general Store,
Durga Pan Bidi shop
36. DSS Name- Vinod
Specifications
Area Mahim
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with Cigarettes 67449
Biscuit 22140
Confectionery 1780
Bingo 1512
Match Box 500
Noodles 0
In-cense Stick 310
Soaps 0
FMCG Sales 26242
Field Observation:
1. Out of total sales the percentage of FMCG category is 39%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 84%, followed
by Confectionery 7 %, bingo 6%, match box 2%,In-cense Stick 1%.
3. DS was having 180 extra bingo already in the market.
4. Noodles not with DS was ordered by two shop
5. Total RA shops-4
6. Industry Type shops-11
7. Some of the biggest bingo retailers are Shreyas Foundation,China Food Corner, Janta Pan
Shop. There are many average bingo retailers in the area
37. DSS Name- V S Pandey
Specifications
Area Lalbaugh- Parel
Outlets 37
Handlers 19
Sales Data( INR)
Total Sales with Cigarettes 60722
Biscuit 5798
Confectionery 880
Bingo 2856
Match Box 0
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 9534
Field Observation:
1. Out of total sales the percentage of FMCG category is 16%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 61%, followed by
bingo 30%, Confectionery 7 %.
3. Dark Fantasy & Chocofill not with DS demanded by 4 shops.
4. Licks in demand.
5. Total RA shops-1
6. Industry Type shops-9
7. Some of the biggest retailers of the area are Manohar Pan Shop. Many average bingo retailer
shop like Jai Santoshi Mata Stall, Bandhkare Bidi Shop, J K Pan bidi shop.
38. DSS Name- Kamlesh
Specifications
Area Lower Parel - Prabha DEVI
Outlets 38
Handlers 20
Sales Data( INR)
Total Sales with Cigarettes 68179.6
Biscuit 3996
Confectionery 1205
Bingo 1908.6
Match Box 430
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 7539.6
Field Observation:
1. Out of total sales the percentage of FMCG category is 11%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 53%, followed by
bingo 25%, Confectionery 16 %, Match Box 6%.
3. Bingo was short in the area.
4. Total RA shops-7
5. Industry Type shops-9
6. In this area most of the retailers are average bingo buyers. Sai Pan Shop, Vijay Store, Sudama
Pan Shop, New Royal Pan Shop, Jai Maharashtra Pan Shop,Shirodkar pan Shop, Sddhant Pan
Shop
39. DSS Name- Arvind Singh
Specifications
Area Dadar - Prabha DEVI
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with
Cigarettes 70643
Biscuit 5442
Confectionery 1205
Bingo 2856
Match Box 500
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 10003
Field Observation:
1. Out of total sales the percentage of FMCG category is 11%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 54%, followed
by bingo 29%, Confectionery 12 %, Match Box 5%.
3. Diamond wafers are more popular in this area.
4. Most of the shopkeepers have stop taking bingo because of the difficulty they face in
DND replacement.
5. Display issue.
6. Bingo denied on the ground of rainy season.
7. After packaging of the products it reaches after one month to the shopkeepers.
8. Burbon biscuit asked by shop keeper .
9. Total RA shops-1
10. Industry Type shops-8
11. Some of the biggest bingo retailers in the area Daya Pan Shop, Narkar pan Bidi Shop,Shri
Sai Store. Average bingo retailers Mahesh pan Shop, OM communication centre, Onkar
tobacco shop
40. DSS Name- Ramesh
Specifications
Area Parel village
Outlets 30
Handlers 17
Sales Data( INR)
Total Sales with
Cigarettes 57953.4
Biscuit 7888
Confectionery 700
Bingo 2822.4
Match Box 500
Noodles 1540
In-cense Stick 0
Soaps 0
FMCG Sales 13450.4
Field Observation:
1. Out of total sales the percentage of FMCG category is 11%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 59%, followed by
bingo 21%, noodles 11,Confectionery 5 %, Match Box 4%.
3. Complaint on the Aim match box there are too many waste sticks inside the box
4. Gagad general store is facing some issue from BMC regarding the display.
5. Total RA shops- 5
6. Industry Type shops-9
7. Sai Kripa Bidi shop , Panchal Pan shop, Ramesh pan shop, Shubhak corner, Ganesh general
store are big bingo retailer in this area.
41. DSS Name- S K Gupta
Specifications
Area Mahim
Outlets 30
Handlers 16
Sales Data( INR)
Total Sales with Cigarettes 66972
Biscuit 5868
Confectionery 440
Bingo 3528
Match Box 500
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 10336
Filed Observation:
1. Out of total sales the percentage of FMCG category is 16%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 57%, followed by
bingo 34%, Match Box 5%,,Confectionery 4 %.
3. Bingo strip issue.
4. Total RA shops-8
5. Industry Type shops-6
6. Some of the biggest retailer of bingo in the area are Yadav pan Shop,A- One general Store,
Durga Pan Bidi shop
42. DSS Name- Vinod
Specifications
Area Mahim
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with Cigarettes 80578.4
Biscuit 8026
Confectionery 1560
Bingo 2822.4
Match Box 1000
Noodles 880
In-cense Stick 0
Soaps 0
FMCG Sales 14288.4
Field Observation:
1. Out of total sales the percentage of FMCG category is 21%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 56%,
followed by bingo 26%,Confectionery 11 %, Match Box 7%, Noodles 6%.
3. Total RA shops- 4
4. Industry Type shops-10
5. Some of the biggest bingo retailers are Shreyas Foundation,China Food Corner. There
are many average bingo retailers area.
43. DSS Name- Satya
Specifications
Area Matunga E
Outlets 31
Handlers 12
Sales Data( INR)
Total Sales with
Cigarettes 61484
Biscuit 2382
Confectionery 1260
Bingo 2848
Match Box 1000
Noodles 880
In-cense Stick 625
Soaps 0
FMCG Sales 8995
Field Observation:
1. Out of total sales the percentage of FMCG category is 16%.
2. FMCG category- Out of Total sales, bingo comprises maximum share of 32%, followed
by biscuit 26%,Confectionery 14 %, Match Box 11%, Noodles 10%, In-cense Stick 7%.
3. Shop keeper expecting better scheme on biscuits.
4. Work was on hold for very long due to rain.
5. Total RA shops- 6
6. Industry Type shops -6
7. Some of the biggest bingo retailers Manohar Bidi Shop, Shanti pan shop.
6.
44. DSS Name- Kamlesh
Specifications
Area Worli- Prabha devi
Outlets
Handlers 20
Sales Data( INR)
Total Sales with
Cigarettes 76052
Biscuit 6651
Confectionery 1260
Bingo 1512
Match Box 500
Noodles 0
In-cense Stick 300
Soaps 0
FMCG Sales 10223
Field Observation:
1. Out of total sales the percentage of FMCG category is 13%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 65%, followed
by bingo 15%,Confectionery 12 %, Match Box 5%, Noodles 3%.
3. Complaint regarding the bingo delivery not different flavor’s provided.
4. Total RA shops- 7
5. Industry Type shops-9
6. In this area most of the retailers are average bingo buyers. Sai Pan Shop, Vijay Store,
Sudama Pan Shop, New Royal Pan Shop, Jai Maharashtra Pan Shop,Shirodkar pan Shop,
Siddhant Pan Shop
45. DSS Name- Bharat
Yadav
Specifications
Area Lower Parel
Outlets 38
Handlers 20
Sales Data( INR)
Total Sales with
Cigarettes 53383.8
Biscuit 4927
Confectionery 750
Bingo 2822.4
Match Box 500
Noodles 880
In-cense Stick 0
Soaps 0
FMCG Sales 9879.4
Field Observation:
1. Out of total sales the percentage of FMCG category is 19%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 50%, followed by
bingo 29%, Noodles 9%.,Confectionery 8 %, Match Box 5%,
3. Total RA shops-5
4. Industry Type shops-10
5. Some of the biggest retailers of bingo are Neelkanth Pan Shop, K Square, Nisarg ice cream &
communication, Maharashtra pan shop
46. DSS Name- Ratan
Specifications
Area Tata Hospital-Bhoivada
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with
Cigarettes 74036.8
Biscuit 7034.4
Confectionery 680
Bingo 2822.4
Match Box 500
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 11036.8
Field Observation:
1. Out of total sales the percentage of FMCG category is 15%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 64%, followed by
bingo 26%, Confectionery 6 %, Match Box 5%.
3. Delivered wrong stock to the customer.
4. One shop keeper has delivery timing issue.
5. Total RA shops - 2
6. Industry Type shops- 12
7. Some of the biggest retailer in the area are Viklang PCO shop, Sitaram Asreni shop, Sai Kripa
Bidi shop.
47. DSS O P Sharma
Specification
Area Wadala
Outlets 31
Handlers 19
Sales Data( INR)
Total Sales with Cigarettes 62668
Biscuit 3456
Jar 1360
Bingo 2252.88
Match Box 500
Noodles 0
Soaps 0
FMCG Sales 7568.88
Field Observation:
1. Out of total sales the percentage of FMCG category is 12%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of 46%, followed by
bingo 30%, Confectionery 18 %, Match Box 7%.
3. Total RA shops - 3
4. Industry Type shops – 10
5. Potential bingo retailers Nanji bhai Shop, Pragati General Store.
48. DSS Name- KLOP
Specifications
Area Wadala- Antop hill
Outlets 39
Handlers 20
Sales Data( INR)
Total Sales with
Cigarettes 72007.4
Biscuit 3436
Confectionery 1260
Bingo 2822.4
Match Box 500
Noodles 0
In-cense Stick 0
Soaps 0
FMCG Sales 8018.4
Field Observation:
1. Out of total sales the percentage of FMCG category is 11%.
2. FMCG category- Out of Total sales, biscuits comprises maximum share of
43%, followed by bingo 35%, Confectionery 16 %, Match Box 6%.
3. Frooti fun in demand.
4. Cashew biscuit demanded not with DS.
5. Soap box kept in market.
6. Avinash bidi shop (RA shop) no visibility of bingo
7. Total RA shops - 4
8. Industry Type shops - 9
9. Some of the potential retailers in the area are Wadala Bidi Shop, Afgan Store,
Amba Bhavani Provision store, AAlekh bidi shop, Guru kripa Pan shop
49. Appendix 5: Various SKU sales data (INR)
SKU Total Sales of Individual SKU (INR)
Biscuit 180922.9
Confectionery 26080
Bingo 69074.52
Match Box 21535
Noodles 9210.08
In-cense sticks 1235
Soaps 2380
51. Appendix 6: DSS Rating for FMCG Sales
DSS rating according to FMCG sales on CDM day:
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
O P
Sharma
R P Singh Sandeep KLOP Satya Kamlesh
Under achievers
Under achievers
54. Appendix 7: DSS Rating for Bingo Sales
Bingo Sales Wise DSS performance all data in INR:
0
200
400
600
800
1000
1200
1400
1600
Sitaram S P Gupta S R Gupta Sandeep Ramgopal Kamlesh
Bingo Underachievers
Bingo Underachievers
57. Acknowledgements
Mr. Manish Maheshwari, Assistant Branch Manager, ITC Ltd., Mumbai for assigning this
project to me.
The above report has been prepared under the valuable guidance and inputs provided by my
Mentor, Kiran Churi Area Manager, ITC Ltd., Mumbai
Significant information & guidelines was made available by Mr. Nikhil Vithalani, Area
Executive , ITC Ltd, Mumbai
1
Ac
![Vikramaditya Singh
srmistvikram@gmail.com
Summer Internship
Report
I T C L i m i t e d
I T C L t d , 1 s t F l o o r , I n d i a n
M e r c a n t i l e C h a m b e r s
R . K a m a n i M a r g , B a l l a r d
E s t a t e , F o r t , M u m b a i - 4 0 0 0 0 1
7 / 8 / 2 0 1 3
Vikramaditya Singh [2013]
An Analysis of Sales & Distribution of ITC FMCG Products
on Convenience Delivery Model.](https://image.slidesharecdn.com/studyofcdminfmcgsector-130819112752-phpapp02/85/Study-of-cdm-in-fmcg-sector-1-320.jpg)
