Distribution Strategy of Saint Juice
Distribution Strategy of westinhoteL Market in IndiaRs. 5000
crore HOTEL market, growing @20~25% Annually.Marriot & Hyatt
leaders, 40% share. Preferance- suite rooms, lanaiPer capita
consumption estimated at 18000RS-20000RS.Summers accounts for 65%
of annual sales.
Source: Indica Market Research Agency. Market
SegmentationConsumer buying patternSmall STAY- convenience, .Large
Packs- price conscious.Availability (shelf space) & brand
awareness.Predominant consumer age < 30years.Low brand loyalty-
same taste.
Key: Availability in right TIME at right place TO
RIGHTCUSTOMERAbout westin PUNEhotel has annual turnover of Rs.10.5
Billion that is expected to touch Rs.13 Billion in next 2
years.
Existing Distribution NetworkDirect Distribution network:- Own
fleet plying between CORPORATE & outlets. In Mumbai fleet of 50
owned FLEET OF DISTRIBUTION.Franchise network:south 18
franchise.other 11 franchise.WESTIN PUNE: AS A PRODUCTPositioning:
commercial market.Target Market segment: business clienteleTag
line- QUALITY inborn.Saint Juice: The ProductPositioned as
COMMERCIAL HOTEL with buisiness clienteleCompetitors-MARRIOT,
HYATTPricing: going rate, competitive set pricing
Promotion: TV advertisement, INTERNET,franchise. Distribution
Strategy: future visionMetros, Mini-metros and top 3 cities of
every state.LOCATION:- AT THE HEART OF CITY FEATURES:- Multiplexes,
hotels, restaurants.
Distribution chartManufacturing @ DELHI (corporatebranch)End
UserFranchiseStockist/ DistributorAgentRetailerResultsSales have
jumped 25 per cent from last years. Activation has seen as much as
95 per cent conversion for the brand!Future PlansThe Rs 8-crore
campaign will also have an outdoor component and will be backed by
on-ground sampling.Expansion to Tier 3 cities.WESTIN PUNE: Backbone
of PAs marketing structure.Information gathering network monitoring
sales at approximately 21,000 outlets among 300 towns in the
country. Gives a monthly indication of outlets covered by the
distribution network, simultaneously identifying strong and weak
zones.Stock and display levels of the company's brands as well as
competitive brands are determined for each monitored outlet.
Corresponding sales figures are tracked on a daily basis, as is off
take speed- helps in calculating the average time spent by the
products on the shelves.Advantages: optimal inventory, guaranteeing
movement of only the freshest stock & quick response.Thank
YouCheers!
