VADILAL Marketing Report1

8/18/2019 VADILAL Marketing Report1

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ON

SALES AND MARKETING STRATIGES

OF VADILAL

For the partial fulfillment of

Master of Business Administration

Submitted to: Submitted by:Ms.Roli Mishra RAVENDRA KUMAR GANGWAR

M.B.A. IIIrd-SEM

Roll No. 1475770045

UTKARSH O!!"#" OF MANA#"M"NT AN$

T"HNO!O#%

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PREFACE

Sales Dear!"e#! is !he o#l$ re%e#&e 'e#era!io# (e#!er )or !he or'a#i*a!io#. +!her

dear!"e#!s are ,o#sidered as ee#se ,e#!ers )or !he or'a#i*a!io#. I# !oda$s/

,o"e!i!i%e arla#,e !he selli#' a,!i%i!$ is %er$ ,ri!i,al. I! re&ires lo!s o)

rai#s!or"i#' !o o,,&$ !he "i#d share a#d hear! share o) !he ,&s!o"ers or

e#d &sers.

I# "os! o) !he I#dia# ,o"a#ies !he sales a#d "ar2e!i#' a,!i%i!ies are ,arried o&!

!o'e!her !o ha%e e!!er res&l!s. Sales ee,&!i%es ar!i,ia!e i# a#d are 3oi#!l$

reso#sile )or )or"&la!i#' s!ra!e'ies o# rod&,! li#e/ o# ri,i#'/ h$si,al

dis!ri&!io#/ "ar2e!i#' ,ha##els a#d ro"o!io#al a,!i%i!ies. he ri"ar$

reso#siili!$ is !o "a#a'e !he sales !ea" "ai#!e#a#,e o) !he rela!io#shi 6i!h

dis!ri&!i%e or'a#i*a!io#s.

More or less I,e ,rea" is ha%i#' seaso#al de"a#d a#d i! re&ires ,o#!i#&o&s sales

e))or!s )ro" !he or'a#i*a!io#. Dis!ri&!io# s$s!e"/ 6hi,h is ri"e ,o#,er# )or !he

I,e ,rea" "a#&)a,!&rers/ as i! is lo6 i#%ol%e"e#! a#d erishale rod&,!. Vadilal

is a "ar2e! leader i# !he ra#ded I,e ,rea" "ar2e! i# Ah"edaad. D&e !o hi'hl$

,o"e!i!i%e s!r&,!&re o) "ar2e!/ Vadilal is ,o#!i#&o&sl$ doi#' sales a#d

ro"o!io#al a,!i%i!ies !o oos! !he sales a#d re!ai# leadershi.

We are 'i%e# oor!i!$ $ !he Vadilal I#d&s!ries i"i!ed !o )ill !he 'a e!6ee#

,lassroo" s!&d$ a#d ra,!i,al ali,a!io#.

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ACKNOWLEDGEMENT

9or s&,,ess)&l ,o"le!io# o) !his ro3e,!/ 6e o6e a 'rea! deal !o "a#$ eole. We

,o#%e$ o&r 'ra!i!&de !o &A$'!A! 'N$USTR'"S !'M'T"$ )or 'i%i#' &s

oor!i!$ !o do ro3e,! 6i!h !he". I# allo6i#' &s !o %isi! !he or'a#i*a!io# a#d

s!&d$ !he %ario&s sales dis!ri&!io# ase,!s/ !he$ ha%e ro%ided &s %al&ale

i#)or"a!io#. We are !ha#2)&l !o Mr( A(K Sa)ena For se#di#' !i"e )ro" his &s$

s,hed&le. We are !ha#2)&l !o o))i,e s!a)) )or !heir 2i#d ,ooera!io#.

We !a2e !his oor!i!$ !o !ha#2 o&r H(O($( $r( Manish A**ar+al 6e are

'ra!e)&l !o Miss( Roli Mishra 6ho heled &s !o ele%a!e o&r i#si'h! a#d 2#o6led'e

o) sales a#d dis!ri&!io# a#d 'i%i#' &s '&ida#,e !hro&'ho&! !he ro3e,!.

as! &! #o! leas!/ 6e are %er$ !ha#2)&l !o all !hose erso#s 6ho dire,!l$ or

i#dire,!l$ heled &s i# reari#' !his ro3e,!.

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INDEX

;re)a,e

A,2#o6led'e"e#!

hapter ,< I#!rod&,!io#

hapter -< Sales Ma#a'e"e#!

hapter .< Sales Rela!ed Mar2e!i#' ;oli,ies

hapter /< (o"e!i!i%e S!r&,!&re a#d ;oli,ies

hapter 0< Sales Dear!"e#! Rela!io#s

hapter 1< Sales 9or,e Ma#a'e"e#!

hapter 2< Sales B&d'e!/ =&o!as/ Assi'#i#' !erri!ories/ (lai" se!!le"e#!s

hapter 3< o'is!i, S$s!e"s

hapter 4< A#al$sis o) Dis!ri&!ors

hapter ,5< 9i#di#'s a#d S&''es!io#s

Bilio'rah$

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hapter ,: 'ntrodu6tion

1.1 Ao&! Vadilal Gro&

1.8 +r'a#i*a!io#al S!r&,!&re

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,(, ABOUT &A$'!A! #ROU7

&A$'!A! #ROU7 had i!s h&"le e'i##i#'/ "ore !ha# >5 $ears a'o/ 6he# i!s

)oder/ la!e Shri Vadilal Ga#dhi/ s!ar!ed "a#&)a,!&ri#' I,e ,rea" 6i!h a ha#d

,ra#2ed "a,hi#e.

oda$ i! is a di%ersi)ied B&si#ess Gro& 6i!h "a3or i#!eres!s i# '6e 6reams/ Food

7ro6essin*/ Real "state $e8elopment a#d Spe6ialty #ases.

?ead =&ar!ered i# G&3ara!/ !he "os! i#d&s!riali*ed S!a!e i# I#dia/ !he Gro& had a

!&r#o%er @1>>->> e,eedi#' Rs.1500 "illio#. Ma3or ,o"a#ies o) !he Gro& are

lis!ed i# se%eral S!o,2 E,ha#'es o). I#dia. he Gro& has a lar'e i#%es!or ase

a#d i!s ra#d #a"e C&adilalC ,o""a#ds a# e,elle#! e&i!$.

he C&adilalC hilosoh$ o) ro%idi#' i!s ,&s!o"ers 6i!h &ali!$ rod&,!s a#d

ser%i,es a! a))ordale ri,es has res&l!ed i# !he ra#d ei#' a ho&sehold #a"e i#

I#dia.

I

'"9R"AM $'&'S'ON:

VADIA !he #a"e ,o#3&res & i"a'es o) i,e ,rea" lade# o6ls a#d a le!hora

o) #e6 )la%o&rs. S!ar!i#' )ro" o#e "a# sho6 6i!h a ha#d ,ra#2ed "a,hi#e i#

1>8 as a s"all re!ail o&!le!/ !he i,e ,rea" di%isio# #o6 has a rod&,!io# ,aa,i!$

o) 1 la, l!rsda$ a! : sohis!i,a!ed la#!s/ lo,a!ed a! Ah"edaad/ ;dhra a#d

Bareill$. hese IS+ >008 ,er!i)ied la#!s )or ;dhra a#d Bareill$ are es!alished

i# s&,h a 6a$ !ha! !he$ are i# ,o#so#a#,e 6i!h !he "ar2e! ea#sio# s!ra!e'ies o)

!he di%isio#.


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Vadilals i,e-,rea" "a#&)a,!&ri#' )a,ili!$ a! ;dhra is o#e o) !he "os! "oder#

)a,ili!ies i# ,o!r$. Wi!h !he e$e o# !he eor! "ar2e! !he ,o"a#$ is "ai#!ai#i#'

h$'ie#e as er i#!er#a!io#al s!a#dards i# ro,&ri#' "il2 dire,!l$ )ro" !he )ar"ers

!o i"ro%e !he "i,roiolo'i,al &ali!$. A 6ide ra#'e o) rod&,!s i# all se'"e#!sli2e re"i&" i,e ,rea"/ re'&lar i,e ,rea"s a#d )ro*e# desser!s are ei#'

"a#&)a,!&red a! !his la#!.

Vadilal has o#e o) !he lar'es! ,old ,hai# #e!6or2s i# I#dia/ ,o"risi#' o) 18 (9

a'e#!s/ 850 dis!ri&!ors a#d 1/000 re!ailers. he #e!6or2 is 2e! ali%e $ a lar'e

)lee! o) re)ri'era!ed %ehi,les. Re)ri'era!io# e&i"e#!s a#d re!ail )ree*ers are

so&r,ed )ro" 6orld leaders i# !he !e,h#olo'$ so as !o deli%er &ali!$ rod&,!s !o

!he ,o#s&"ers/ 6hi,h is a ,o""i!"e#! a! Vadilal.

Vadilal has 85F o) !he I#dia# i,e ,rea" "ar2e! as i!s share. B&! !ha!s #o s&rrise

,o#sideri#' !ha! !he 'ro& has !he lar'es! ra#'e o) i,e ,rea"s i# !he ,o!r$ i# a

%arie!$ o) )la%o&rs/ a,2s a#d )or"s. he 'ro& has a rod&,! "a!ri o) o%er 800

SKUs ,o"risi#' o) ,o#es/ ,&s/ ,a#dies/ )a"il$ a#d ar!$ ri,2s a#d &l2 a,2s.

Vadilal i#!rod&,ed !he ,o#,e! o) C)la%ors o) !he "o#!hC der 6hi,h !he ,o"a#$

de%elos a#d "ar2e!s o#e #e6 )la%or e%er$ "o#!h )or i!s ,&s!o"ers deli'h!.

7RO"SS"$ FOO$ $'&'S'ON:

Vadilal has e#!ered i# !he hor!i,&l!&re ro,essi#' i#d&s!r$ i# Ma$ 1>>1.

Keei#' i# %ie6 !he !re"e#do&s eor! o!e#!ial )or ro,essed )oods/ Vadilal has

se! & a "a#&)a,!&ri#' i! ha%i#' a# i#s!alled ,aa,i!$ o) 5/400 !o#s er a##&".

Ao&! 0F is eor!ed !o USA/ Middle 9ar Eas! Asia.

Vadilal has also ee# a6arded 6i!h IS+ >008 &ali!$ ,er!i)i,a!e/ $ Ms

U#der6ri!ers aora!ories I#,. USA. Vadilal 6as also a6arded !he ,er!i)i,a!e i)

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"eri! )ir e,elle#! eor!s er)or"a#,e $ A;EDA @A'ri,&l!&re a#d ;ro,essed

9oods Eor! De%elo"e#! A&!hori!$.

FOR" A$&'SOR% S"R&'"S ; FFM $'&'S'ON:

Vadilal has e#!ered i# !his &si#ess i# Aril 1>>/ o))eri#' #o#-a#2i#' )i#a#,ial

ser%i,es. he "ai# a,!i%i!ies are<

⇒ 9ore Ad%isor$ a#d 9ore Eos&re Ma#a'e"e#! !o I"or!ers a#d

Eor!ers.

⇒ B&llio# i#)or"a!i%e ser%i,e o# Gold Sil%er. A ,o"le!e &se)&l '&ida#,e !o

&llio# !raders/ i"or!ers a#d 3e6elers.

⇒ ME-Me!al i#)or"a!i%e ser%i,e i# ase a#d S,rae "e!als. A ,o"le!e

&se)&l H'&ida#,e a#d i#)or"a!io# !o "e!al !raders/ i"or!ers/ a#d Me!al

s,ra i#de#!i#' a'e#!s.

⇒ RBI a&!hori*ed )&ll-)led'ed "o#e$,ha#'er 99M( rela!ed !ra#sa,!io#s<

Sale;&r,hase o) )orei'# ,&rre#,$ a#d !ra%ellers ,he&es ,o))ee/ eer

ri,e/ a#d !ea i#)or"a!i%e ser%i,e reor!s.


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,(- AN OR#AN'


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hapter -: Sales Mana*ement

8.1+r'a#i*a!io#al S!r&,!&re o) !he Sales Dear!"e#!

8.8Reso#siili!$ a#d A&!hori!$ o) I#di%id&al a! di))ere#! hierar,h$ le%el

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2.1 OR#AN'


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-(- R"S7ONS'B'!'T% FUNT'ONS AN$ AUTHOR'T% OF

'N$'&'$UA!S AT $'FF"R"NT H'"RARH% !"&"!

Ge#eral Ma#a'ers Reso#siili!ies a#d A&!hori!$<

Sales Ad"i#is!ra!io#

Ad%er!isi#' a#d Media

;rod&,! Ma#a'e"e#!

Re,r&i!"e#! a#d Sele,!io# a! hi'her A&!hori!$ le%el

Desi'#i#' Sales ro"o!io#al ;ro'ra"s

Reso#siili!ies a#d A&!hori!$ o) Se#ior Sales Ma#a'er/ Re'io#al Sales

Ma#a'er a#d Area Sales Ma#a'er<

Ge#era!e Sales

Assi'#i#' !ar'e!s !o SE/ JSE/ a#d S(

Re,r&i!"e#!

Mai#!ai#i#' rela!io#shi 6i!h dis!ri&!ors a#d (9 A'e#!s

Assis!i#' i# desi'#i#' o) ;ro"o!io#al ;ro'ra"s

Reso#siili!ies a#d A&!hori!$ o) Sales Ee,&!i%es/ Joi#! Sales Ee,&!i%es

a#d Sales (oordi#a!ors<

Aoi#!i#' Dis!ri&!orsDealer

;ro%ide Ma,hi#es

?a#dli#' Dealer Dis!ri&!or ,o"lai#!s

Gi%e !he ro"o!io#al !ools !o !he Dealers a#d Dis!ri&!ors

Dealerdis!ri&!or (o""i,a!io#

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hapter .: Sales related Mar=etin* 7oli6ies:.1 ;rod&,! li#e

:.8 ;ro"o!io#al Meas&res a2e# B$ Vadilal

:.: ;ri,i#' ;oli,ies

:.4 Mar2e!i#' (ha##el

:.5 Dis!ri&!io# I#!e#si!$

:. $es o) ;o6er i# (ha##el

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.(, 7RO$UT !'N" OF TH" F'RM

Vadilal o))ers !6o !$es o) ;rod&,!s. +#e is Ice cream a#d a#o!her is Frozen dessers.

Vadilal has !he "ai"&" ra#'e o) i,e-,rea" rod&,!s i# I#dia i.e. o%er 800 SKUs. I!has re)ere#,e )or !as!es as er &d'e!s. here are ri,h ,rea"$ i,e ,rea"s )or !he

,o##oisse&rs a#d lo6 )a! )ro*e# desser!s )or !he heal!h ,o#s,io&s. here are lai#

)a%ori!es/ ,ho,ola!e e,s!asies/ ro"a#!i, riles/ #&!!$ deli'h!s/ )resh )r&i! )a#!asies a#d

are '&ara#!eed !o sar2 $o&r !as!e &ds. Vadilal has ri,ed i!s rod&,!s o# !he ri#,ile

o) real %al&e )or "o#e$.

7rodu6t ran*e offered:

(o#es/ (a#dies/ (&s/ 9a"il$ a,2s/ ;ar!$-a,2s/ B&l2 a,2s/ (ho,oar/ J&i,es/

(a#dies i# : )la%ors/ Sdaes/ K&l)ies/ 9ro*e# Deser!s/ 9resh )r&i! I,e-,rea"/ I,e-,rea"

i**a

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>uality

A! Vadilal/ ,o""i!"e#! !o =&ali!$ is a# A!!i!&de. Vadilal I,e (rea"s ,o#!ai#s o#l$

!he es! i#'redie#!s/ e i! ,ashe6 #&!s/ al"o#ds/ is!a,hio ,ho,ola!e or )resh )r&i!s.

Grea! ai#s are !a2e# !o )i#d !he )i#es! i#'redie#!s )ro" arod !he 'loe. S!a!e-o)-

!he ar!-!e,h#olo'$ e#s&res !ha! ea,h s,oo is de#se/ ri,h a#d )illi#'/ 6i!h #o e!ra

air or i,e-)la2es. Se,ial ,are is !a2e# d&ri#' a,2a'i#'/ s!ori#'/ !ra#si! a#d

deli%er$ so !ha! ,o#sis!e#,$ i# &ali!$ is "ai#!ai#ed. his is 6h$ 6he# !he e#d

rod&,! rea,hes !he ,&s!o"er/ he is ,o#%i#,ed !ha! &ali!$ shi#es !hro&'h i#

e%er$!hi#' !he 'ro& does.

.(- 7ROMOT'ONA! M"ASUR"S TAK"N B% &A$'!A! $UR'N#

TH" %"AR

Vadilal has r ro"o!io#al s,he"es !hro&'ho&! !he $ear. Di))ere#! ro"o!io#al

s,he"es )or (&s!o"ers/ Dealers a#d Dis!ri&!ors are as elo6.

Promo!ona" sc#emes $or Dea"ers%

Vadilal had o))ered s,he"e )or &r,hasi#' o) Dee 9ree*ers )or dealers o#

o,,asio# o) D!&a"! .

(o"a#$ (aa,i!$ ;ri,e @Rs. 9ree I,e-,rea"

@Rs.Wes!er#(arrier :00 l!rs. 1>/000 5/000

Wes!er#(arrier 400l!rs. 8:/000 /000

Vol!as @: Doors 400 l!rs. 84/000 5/000

(o#di!io# alied

Promo!ona" sc#emes $or c'somers%

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1 +#e s,he"e/ 6hi,h Vadilal is r#i#' )or !he e#!ire $ear/ is o))eri#'

HCom(oPac)* . (o"o a,2 is !he a,2a'e o) !6o ;ar!$ ;a,2s. (&s!o"ers

are 'e!!i#' !6o ar!$ a,2s $ a$i#' ri,e )or 3&s! o#e ar!$ a,2. +#e ar!$ a,2 is asol&!el$ )ree. Vadilal 'e! !re"e#do&s reso#se o) !his

s,he"e a#d !ha! is 6h$ !he$ ha%e de,ided !o r !his s,he"e )or !he e#!ire

$ear. U#der !his s,he"e so"e!i"es Vadilal o))ers !6o di))ere#! )la%ors a!

ri,e o) o#e.

9or ea"le<

7ur6hase '6e96ream Free '6e96ream 7ri6e ?Rs(@

Va#illa Va#illa 5

Ka3&-Dra2sh Ka3&-Dra2sh 100

B&!!er s,o!,h B&!!er s,o!,h 100

9resh S!ra6err$ 9resh S!ra6err$ 100

9resh i!,hee 9resh i!,hee 100

Bla,2 (&rre#! S!ra6err$ 100

9resh Si!a)al Real Va#illa 100

S6iss (a2e (ho,ola!e sdae 100

Kha#dala se,ial Ma#'o Rile 100

9resh +ra#'e 9resh Mosa"i 100

Ao%e ar!$ a,2s are a%ailale i# >00"l a#d Sdae is 500"l

9ro*e# desser!s

8 Vadilal had la,hed D!&a"! +,ec!a"* s,he"e. U#der !his s,he"e Vadilal

had o))ered !6o ,hoi,es !o !he ,&s!o"ers<

⇒ ;a#,hRa!#a I,e-,rea" L (ellos ho! l,h i))i# Rs( --09

Rs. 140- L Rs. 85- C Rs( /-09

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⇒ Bada"Bahar I,e-,rea" L MI+Ns 4 ,o#!ai#er se! Rs.185-

@>00 "l

: (ho,ola!e Sa&,e 6i!h Va#illa< he ,o#s&"er s,he"e o) 50' (ho,ola!e

Sa&,e 9ree o# ;&r,hase o) o#e li!er ar!$ a,2 o) S&er Va#illa e,a"e a

re#dse!!er s,he"e i# !he "ar2e!. he reso#se !o !his o))er 6as e#or"o&s.

7romotional tools:

;ro"o!io#s o#l$ !hro&'h aer ad%er!ise"e#!s s&,h as i# daily

ne+spapers(

;ro"o!io#s ro%ided !o dealers !hro&'h Dall paintin*E Freeer paintin*E

Hoardin*sE A6ryli6 boardsE #lo+ si*n boardsE Attra6ti8e boards )or !he

#e6l$ i#!rod&,ed )la%ors or s,he"es.

.(. 7R''N# 7O!''"S OF TH" F'RM

he ri,i#' oli,ies )ollo6ed $ !he Vadilal are as elo6.

1) Policy on pricing relative to Costs:

Vadilal )ollo6s Full9ostost 7lus ri,i#'/ )or !he s!a!es 6here !heir

"a#&)a,!&ri#' la#!s are si!&a!ed. U#der 9&ll-(os! ri,i#'/ #o sale is "ade

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a! a ri,e lo6er !ha# !ha! ,o%eri#' !o!al ,os!s/ i#,l&di#' !he %ariale ,os!s

a#d allo,a!ed )ied ,os!s.

9or Ea"le< ,os! o) rod&,!io#

LO ,os! o) 'oods sold !o VE

LOLF ,os! o) 'oods sold LDis!ri&!or "ar'i#

LOLFL@18F !o 80F Dealer "ar'i# added !o ao%e

MR; @(o#s&"er ;ri,e

8 Geographical Pricing <

Vadilal ,har'es e!ra e##$ as #eo*raphi6al pri6in* )ro" !he s!a!es 6here

!he "a#&)a,!&ri#' la#!s are #o! lo,a!ed. ?ere/ !he "ar'i# o) !he ( 9

a'e#! is added !o !he MR; o) !he I,e (rea". Also !he dis!ri&!io# ,os! is

hi'her )or s&,h s!a!es so !hese s!a!es ha%e !o a$ so"e6ha! hi'her ,har'es

)or !he Vadilal I,e-,rea".

Ea"le<

LOLP (os! o) 'oods sold L (9 a'e#!s "ar'i#

LOLFLPL@18F !o 80F (os! o) 'oods sold L (9 a'e#!s "ar'i#

Dis!ri&!ors "ar'i# L Dealers "ar'i#

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.(/ HANN"! STRAT"#%

VI

VE

he ao%e ,ha##el s!ra!e'$ de)i#es !he ,ha##el "e"ers a#d 6he!her !he$ are

ar! o) VI or VE. As sho6# !he Ma#&)a,!&rers a#d (9 a'e#!s are ha#dled $

!he VI/ 6hereas ser%i#' !he Dis!ri&!ors/ Dealers a#d (&s!o"ers are !he

reso#siili!$ o) !he VE.

1>

MANU9A(URER

DEAERSREAI+R

( 9 AGENS

DISRIBU+RS

(US+MERS


20/56

.(0 $'STR'BUT'ON 'NT"NS'T%

here are asi,all$ !hree !$es o) dis!ri&!io# i#!e#si!$.

1. Selective Distribution< Sele,!i%e dis!ri&!io# "ea#s sele,!i#' o#l$ !hoseo&!le!sre!ailers !ha! ,a# es! ser%e !he "a#&)a,!&rers i#!eres!.

2. Exclusive Distribution: E,l&si%e dis!ri&!io# "ea#s dis!ri&!io# o)

"a#&)a,!&rers rod&,! or rod&,!s 6i!hi# ar!i,&lar area is !o e ,o#)i#ed

solel$ !o !he re!ailero&!le! 6i!h 6ho" !he "a#&)a,!&rer has "ade 6ri!!e#

or oral a'ree"e#! o) dis!ri&!i#' !he rod&,!rod&,!s.

3. ntensive Distribution: he "a#&)a,!&rer )ollo6i#' !he oli,$ o) "ass

dis!ri&!io# or i#!e#si%e dis!ri&!io# ai"s )or "ai"&" sales eos&re $

se,&ri#' dis!ri&!io# !hro&'h all !hose o&!le!s )ro" 6hi,h ,&s!o"ers "i'h!

ee,! !o &r,hase !he rod&,!rod&,!s.

Vadilal has ado!ed !he !nens!-e d!sr!('!on !o ha%e "ai"&" sales $ a%aili#'

I,e ,rea" a! !he #eares! lo,a!io# !o !he ,&s!o"ers. his 6a$ Vadilal is 'e!!i#'

"ai"&" &si#ess. he "a#&)a,!&rer &si#' !his dis!ri&!io# s!ra!e'$ #eeds

se%eral "ar2e!i#' ,ha##els. he ,ha##el s!ra!e'$ )ollo6ed $ Vadilal is as sho6#

elo6.

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.(1 T%7"S OF 7OD"R 'N HANN"! R"!AT'ONSH'7

Vadilal is &si#' Coerc!-e Po&er 6i!h dealers. Vadilal )or,es dealers/ !o #o!

!o 2ee o!her ra#ds I,e ,rea" i# !heir )ree*ers. Vadilal &ses Re&ard Po&er !o o))er i#!er"ediaries@(9 a'e#!s/

Dis!ri&!ors/ Dealers e!ra e#e)i!s i# !he )or" o) i#,e#!i%es/ dis,o!s/

!o&rs e!,. )or a,hie%i#' !ar'e!s a#d )or e!!er er)or"a#,e.

Vadilal &ses Re&ard Po&er !o ,&s!o"ers $ ro%idi#' a!!ra,!i%e rod&,!

o))eri#'s li2e )ree s,he"es.

Vadilal &ses E/,er Po&er i# de%eloi#' #e6 )la%ors o) I,e-,rea"s a#d

!ha! 6a$ !o hel DealersDis!ri&!ors )or e!!er sales.

Vadilal has %er$ s!ro#' ra#d i"a'e i# !he I,e-,rea" "ar2e!. ;eole are

'e!!i#' 'ood re)ere#,e )ro" ,&s!o"ers. his 6a$ i! &ses Re$eren Po&er .

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23/56

/(, OM7"T'T'&" 7OS'T'ON OF TH" MARK"T

C0ANGE+ IN T0E LEEL KIND OF COMPETITION%

(o#s&"er/ 6ho &sed !o ha%e a ar!i,&lar ra#d o) i,e ,rea" #o "a!!er 6he#e%er i!

is a%ailale/ #o6 has ,ha#'ed his re)ere#,es as er !he ,ha#'i#' e,o#o"i,

,ir,&"s!a#,es. he ,o"e!i!io# is "ore !o6ards !he ri,es o) !he rod&,!. oda$/

6i!h !he e#!r$ o) loose i,e ,rea" "a#&)a,!&res/ !he ra#ded i,e ,rea"

"a#&)a,!&rers had !o red&,e i!s ri,es !o s&,h a# e!e#! !ha! #o6 !he ri,e o) a#

i,e ,rea" "ore or less e&als !o !he ri,e o) a so)! dri#2s a#d i# so"e ,ases e%e#

lesser. his has #o! o#l$ !re"e#do&sl$ i#,reased !he sales o) !he ,o"a#$/ &! also

has di%er!ed !he re)ere#,e o) ,o#s&"ers )ro" so)! dri#2s !o i,e ,rea"s !o e

ser%ed a! a#$ deli'h!ed o,,asio#.

he dis!ri&!ors are also e#e)i!ed as er !he areas ro%ided !o !he" )or !he

dis!ri&!io# o) s!o,2.

he ,o"e!i!i%e s!r&,!&re o) !he I#dia# I,e-,rea" "ar2e! is as elo6

Brands Mar=et shares ?G@

K6ali!$ 6alls :5

A"&l :0

Vadilal 85

+!hers 10

8:


24/56

Market share of Ice-cream companies

in Inia

Amul

30%

Kwality

Walls

35%

others

10%

vadilal

25%

he ao%e 'rah re%eals !ha! !he K6ali!$ 6alls is !he #a!io#al #&"er o#e

la$er ha%i#' :5F o) !he !o!al "ar2e! share. Vadilal is ha%i#' !he 85F "ar2e!

share a#d 'i%i#' !o&'h ,o"e!i!io# !o "a3or ra#ds li2e K6ali!$ Walls a#d

A"&l.

MARKET +0ARE OF ICE CREAM MAN3FACT3RER+ IN G34ARAT%

Brands Mar=et shares ?G@

Vadilal 58

A"&l 85

?a%"or 1:

+!hers 10

market share of Ice-cream companies

in G!"arat Amul

25%

Havmor 13%

others

10%

vadilal

52%

he 'rah sho6# ao%e dei,!s !ha! i# G&3ara! Vadilal s!a#ds a! !he )irs! la,e 6i!h

58F o) !he "ar2e! share )ollo6ed $ A"&l a#d ?a%"or 6i!h "ar2e! share o) 85F

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a#d 1:F rese,!i%el$. he "ar2e! share re%eals !he s!ro#' osi!io# i# !he "i#d

a#d hear! o) !he eole.

MARKET +0ARE OF ICE CREAM MAN3FACT3RER+ IN A0MEDA5AD%

Brands Mar=et share ?in G@

Vadilal :5

?a%"or 85

A"&l 80

K6ali!$ 6alls 5

oose i,e ,rea"s 15

So&r,e o) i#)or"a!io#< 666.i#diai#)oli#e.,o"

Market share of Ice-cream companies

in A#$a

Amul

20%

Havmor

25%others

15%

vadilal

35%

Kwality

Walls

5%

I) 6e see !he s,e#ario o) !he Ah"edaad I,e ,ra" "ar2e! !he# 6e )i#d Vadilal a! is

a! )irs! osi!io# ha%i#' "ar2e! share o) :5F. ?o6e%er/ #&"er o#e #a!io#al la$er

K6ali!$ Walls is ha%i#' 3&s! 5F o) !he !o!al "ar2e! share.

/(- 7ROMOT'ONA! ASS'STAN" 7RO&'$"$ B% TH"

MANUFATUR"RS

85

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26/56

he ro"o!io#al assis!a#,e ro%ided $ !he "a#&)a,!&rer has i"ro%ed a#d

i#,reased as ,o"ared !o : $ears e)ore. he ro"o!io#al assis!a#,e is 'i%e# !o

!he dis!ri&!ors !o deli%er !he sa"e !o !heir dealers. he os!ers/ 'lo6 si'# oards/

os!ers )or #e6l$ la,hed )la%ors or s,he"es/ 6all ai#!i#'s are ro%ided !o !hedealers a! !he e'i##i#' o) !heir &si#ess. he sa"e is s&lied e%e# 6he#e%er

de"a#ded $ !he dealers !he"sel%es. h&s !he s&l$ o) s&,h ;+; disla$s ha%e

ee# do#e )ree o) ,har'e !o all !he dealers/ &! so"e!i"es !oo s"all dealers "a$

#o! e 'i%e# all !he a%ailale ro"o!io# as dee#di#' &o# his sales. he

ro"o!io#al assis!a#,e also dee#ds &o# !he a##&al sale o) a dealer/ !he lo,a!io#

o) his sho a#d !he "ar2e! he ,o%ers.

PROMOTIONAL MEA+3RE+ TAKEN D3RING T0E 6EAR%

1. S6hemes introdu6ed by Ha8mor

S6heme throu*hout year:

7ur6hase '6e96ream Free '6e96ream 7ri6e ?Rs(@

Bo#a#*a @1000"l ;is!a @1000"l 100B&!!er S,o!,h @1000"l Va#illa @1000"l 100

S6heme for $i+ali festi8al:

⇒ Madh&"al!i I,e ,rea" L Asea# ,o"a#$s 4 Rs.8>>-

@1000"l ,o#!ai#er i))i# o

2. S6hemes introdu6ed by Amul:

⇒ A"&l has also i#!rod&,ed !he ombo 7a6= s,he"es !o a!!ra,! !he

,&s!o"ers,o#s&"ers a'ai#s! !he ,o"e!i!ors. he s,he"es are as

der<

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27/56

ombo 7a6= 7ri6e ?Rs(@

Sa#!raMa#!ra LVa#illa 100

9r&i! Bo#a#*a L Va#illa 100

Alho#so Ma#'o L Va#illa 100

B&!!er S,o!,h L Va#illa 100

9la%or ,o#!ai#s >00"l ea,h

⇒ A"&l 6as selli#' !he Va#illa ;ar!$ ;a,2 @>00"l a! 3&s! Rs.40 a#d

;ar!$ ;a,2s @>00"l o) Ka3& Dra2sh a#d B&!!ers,o!,h a! 3&s! Rs.0

ea,h.

EFFECT+ OF +C0EME+ ON +ALE+%

he dis!&red si!&a!io# i# Ah"edaad si#,e las! :-4 $ears la$s a "a3or role i#

de,reasi#' o) !he sales. B&! d&e !o !he i#!rod&,!io# o) s,he"es/ !he sales ha%e ee#

"ai#!ai#ed a#d has s&or!ed re"ar2al$. he s,he"es ha%e i#,reased !he sales !o

a ,o#siderale le%el !ha! has e#e)i!ed all !he i#!er"ediaries.

'n6rease in sales

Oear Sales

8001-08 A%era'eelo6 A%era'e

8008-0: I#,reased $ 50F

Mar=et Rea6tion to &adilals a6ti8ities

he re,e#! ro"o!io#al s,he"es ha%e a !re"e#do&s reso#se )ro" !he ,o#s&"ers.(o#s&"ers ha%e ee# 6ri!i#' le!!ers 6i!h re&es!s )or !he e!e#sio# o) !he s,he"e

eriod. he 'ro6!h i# sales d&ri#' !he s,he"e eriod 6as !e# !i"es o%er !he

#or"al sales.

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/(. A$&"RT'S'N#

he ad%er!isi#' is do#e "ai#l$ !hro&'h 8 6a$s. ele%isio#

Ne6saer

Si#,e las! !6o $ears/ !he ele%isio# ad%er!isi#' share has ee# aased a#d

Ad%er!isi#' !hro&'h Ne6saer has ee# s&r!ed. he reaso# is !ha! #o6ada$s/

(o"a#ies are ,o"i#' 6i!h di))ere#! ro"o!io#al s,he"es i# di))ere#! s!a!es. So

!he Ne6saer is !he easier a#d ,heaer 6a$ !o ,o#%e$ !he ro"o!io#al s,he"es.

8


29/56

/(/ $'STR'BUT'ON

All !he ,o"e!i!ors ha%e ado!ed !he Inense d!sr!('!on oli,$.

he #o. o) re!ail o&!le!s ser%ed $ is sho6# i# !he elo6 !ale.

ompetitors Appro)imate in6rease in the retail

outlets in the last . years

Appro(G

'n6rease or

de6rease

Iune5, Iune5-

Vadilal 100 8000 0F i#,

A"&l 00 1100 50F i#,

?a%"or :0 450 45F i#,K6ali!$ 6alls 10 50 70F de,

oose i,e ,rea" arlors 0 100 50F i#,

Vadilal has ee# ser%i#' aroi"a!el$ 8500 re!ail o&!le!s i# !he ,&rre#! $ear.

N3M5ER OF DI+TRI53TOR+ FOR EAC0 5RAND OF ICE CREAM+ <

Number of distributors of the leadin* brands of i6e 6ream in Ahmedabad

as on Iune 5-

Brands Number of distributors

Vadilal >

A"&l 7

?a%"or Does#! ha%e a#$ dis!ri&!or

K6ali!$ 6alls 5

8>


30/56

hapter 0: Sales $epartment Relation

5.1 Rela!io#shi Wi!h +!her Dear!"e#!s

5.8 Sales Dear!"e#! E!er#al Rela!io#s

5.: Rela!io#s 6i!h (&s!o"ers

:0


31/56

0(, R"!AT'ONSH'7 OF SA!"S $"7ARTM"NT D'TH OTH"R

$"7ARTM"NTS

S$#er'$ a"ids! !he di))ere#! dear!"e#!s is re&ired !o i"ro%e !he er)or"a#,e

o) a#$ or'a#i*a!io#. o ha%e s$#er'$/ ,oordi#a!i#' !he a,!i%i!ies o) all dear!"e#!s

so !ha! "ai"&" ro'ress is "ade !o6ard o%erall ,o"a#$ o3e,!i%es is !o

"a#a'e"e#!s reso#siili!$.

Al!ho&'h !he ri"ar$ reso#siili!$ o) !o sales ee,&!i%es is !o "a#a'e !he sales

dear!"e#!/ !he$ 2#o6 !he oera!io#s o) o!her dear!"e#!s. here are asi,all$

!6o i#!erdear!"e#!al ,oordi#a!io# "e!hods<

9or"al (oordi#a!io# Me!hods

I#)or"al (oordi#a!io# Me!hod

Vadilal re)ers a#d )ollo6s I#)or"al (oordi#a!io# "e!hod. I# ra,!i,e/ 6e do #o!

)i#d %er$ 'ood rela!io#shi e!6ee# Sales Dear!"e#! ;rod&,!io# dear!"e#!/

a#d Sales Dear!"e#! 9i#a#,e Dear!"e#!. B&! !he ,o#di!io# is !ha! "&,h

ad%erse i# Vadilal i#d&s!ries. ?o6e%er/ !he !o "a#a'e"e#!s are s&,,eeded i#

"ai#!ai#i#' 'ood rela!io#s a"o#'s! !he ao%e !hree dear!"e#!s.

,( R"!AT'ONSH'7 OF SA!"S D'TH A$&"RT'S'N#:

(oordi#a!io# "&s! e re&ired e!6ee# sales dear!"e#! a#d ad%er!isi#'

a'e#,$ )or a,hie%i#' a# Ho!i"&" ro"o!io#al "i. Whe#e%er/ Vadilal

la,hes #e6 s,he"es !ha! !i"e !he ad%er!isi#' a'e#,$ ro%ides !he

ro"o!io#al "a!erials li2e -o-/ 'lo6 si'# oards/ sele,! !he "edia !o ,o#%e$

!he s,he"e/ &r,hase "edia !i"e a#d desi'# !he s,he"es. I) !here is #o

,oordi#a!io# e!6ee# !hese !6o dear!"e#!s !he# !he la,hed s,he"es "a$

'e! )ail&re.

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32/56

-( R"!AT'ONSH'7 OF SA!"S D'TH S"R&'":

he rela!io#shi o) sales 6i!h !he ser%i,e is %er$ %i!al. As )ar as ser%i,e is

,o#,er#ed/ Vadilal "a2es a ,o#!ra,! 6i!h !he ser%i,e ,o#!ra,!ors )or reairi#'

!he 9ree*ers !ha! Vadilal has ro%ided !o !he Dealers a#d Dis!ri&!ors $

,har'i#' so"e a##&al )i a"o!.

.( R"!AT'ONSH'7 OF SA!"S D'TH 7H%S'A! $'STR'BUT'ON:

;roer a,2i#'/ a,,&ra!e )rei'h! ra!e &o!a!io#/ ro"!#ess i# deli%er$ are !he

a,!i%i!ies ,arried do6# $ ;h$si,al Dis!ri&!io#. i"el$ deli%er$ is so"e!hi#'/

6hi,h is %er$ %i!al i# !he erishale rod&,!s li2e I,e ,rea". ;a,2a'i#' is also

a )a,!or/ 6hi,h is ,o#sidered i#!o a,,o! 6he# I,e ,rea" has ee# se#! !o

di))ere#! s!a!es )ro" !he !hree "a#&)a,!&ri#' la#!s.

/( R"!AT'ONSH'7 OF SA!"S D'TH 7RO$UT'ON $"7ARTM"NT:

Ma#&)a,!&ri#' dear!"e#! is ,o#!i#&o&sl$ assis!i#' !he sales dear!"e#! i#

la,hi#' !he s,he"es. As er !he s,he"e la,hed "a#&)a,!&ri#' dear!"e#!

2ees read$ !he s!o,2 o) !ha! ar!i,&lar )la%or !o )&l)illi#' !he de"a#d

'e#era!ed d&e !o !he s,he"es.

0( R"!AT'ONSH'7 OF SA!"S D'TH R;$:

Vadilal has ,o""i!!ed !o la,h #e6 )la%or e%er$ "o#!h )or !he ,o#s&"ers.

his re&ired s!ro#' RD a#d !h&s RD s!i"&la!es !he de"a#d a#d hels

Sales !o a,hie%e !he !ar'e!s a#d ea! !he "a3or ie o) I,e ,rea" "ar2e!.

0(-R"!AT'ONSH'7 OF SA!"S $"7ARTM"NT D'TH "T"RNA!S

B$ )ollo6i#' !he s!a#dards 6hi,h 'o%er#"e#! has re,o""e#ded )or !he )ood

rod&,!s )or !he so,ie!al ,o#,er#.

Vadilal has also "ai#!ai#ed 'ood rela!io#shi 6i!h e!er#al odies li2e I#d&s!r$

"e"ers/ Ed&,a!io#al i#s!i!&!io#s/ a#d "edia.

:8


33/56

0(. R"!AT'ONS D'TH USTOM"RS

")pe6tation of 6ustomers in a present 6hannel:

Vadilal )&l)ills !he #eed a#d re&ire"e#!s o) !he ,&s!o"ers !i"e !o !i"e.

Vadilal o))ers "ore !ha# 800 )la%ors i# !he rese#! rod&,! li#e.

Vadilal also !a2es ,are ao&! !he a,2 si*e o) !he I,e ,rea". I! o))ers I,e

,rea" i# !he a,2i#' o) 50"l/ 100"l/ 150"l/ 500"l/ 1 li!!er ar!$ a,2/

&l2 a,2s.

PREFERANCE FOR T0E 5RAND%

he ,ha#'es i# !he re)ere#,es o) %ario&s ra#ded as 6ell as loose i,e ,rea"s

6ere 2#o6# )or !he las! : $ears. he ,hoi,e o) !he ,o#s&"ers 6ere )l&,!&a!i#'

6i!h !ha! o) !he ,ha#'es i# !he %ario&s )ea!&res o) i,e ,rea"s s&,h as ri,es/

&a#!i!$ &ali!$/ )la%ors a#d rod&,! ra#'e.

Ran= as per the brands han*e in preferen6es of the i6e

6ream brands in the last . years

Iune 5-

1 A"&l

8 ?a%"orVadilal

: oose i,e ,rea"s

4 K6ali!$ Walls

While as er s!&de#!s/ Q6e do re)er ra#ded i,e ,rea"s ro%ided $

Vadilal/ &! #o6 6i!h !he i#!rod&,!io# o) so&))ls/ "o&sses/ sdaes

desser!s 6hi,h 6e 'e! a! dair$ de# is "ore re)erred Q. oda$/ "os! o) !he

$o' ,o#s&"ers re)er !o ha%e lo6 )a! as 6ell as less s6ee! i,e ,rea"s/

::


34/56

d&e !o i#,reasi#' heal!h ,o#s,io&s#ess. he$ also re)er !o ha%e die! i,e

,rea"s i) ro%ided 6i!h 'ood !as!e.

ho&'h !he "ar2e! ,o#di!io#s 6ors! a))e,!ed i# !he ,i!$ o) Ah"edaad/ s!ill

!here is a de"a#d )or &ali!$ rod&,!s ese,iall$ a"o#' !he $o' o&la!io#. here is a #o!i,eale de"a#d )or ee#si%e sdaes/ &ddi#'s

or So&))ls/ !ho&'h i) 'e#erall$ a ,os! arod Rs.:0 !o Rs. 0/ &! !he

$o' 'e#era!io# orders i! as easil$ as !he$ order )or a 'lass o) 6a!er.

PREFERANCE OF CON+3MER+ FOR ARIO3+ ATTRI53TE+ IN

C0OO+ING AN ICE CREAM%

A ,o#s&"er )i'&res o&! %ario&s a!!ri&!es e)ore ,hoosi#' a ar!i,&lar ra#d o) i,e

,rea". hese a!!ri&!es de,ide !he re)ere#,es !ha! !he ,o#s&"er 'i%es !o ea,h

ra#d a,,ordi#' !o his ,o#%e#ie#,e o) ,hoi,e.

7referen6es of attributes

Attributes G

;ri,e :0

=&a#!i!$ 85

=&ali!$ 80

9la%ors 15

Bra#d 10

:4


35/56

hapter 1: Sales For6e Mana*ement.1 (hoi,e +) Basi, Selli#' S!$le

.8 De!er"i#e Sales 9or,e Si*e

.: Re,r&i!i#'/ Sele,!io#/ a#d rai#i#'

.4 ;er)or"a#,e E%al&a!io#s/ (o"e#sa!io#/ a#d

Mo!i%a!io# ;ro'ra"

:5


36/56

1(, HO'" OF BAS' S"!!'N# ST%!"

he Basi, selli#' s!$le ado!ed $ !he Vadilal is Trade se""!n7. he saleserso# is

2#o6# as Trade +a"es,erson.

Reason% Vadilals saleserso#s de%elo a#d "ai#!ai# lo#'-!er" rela!io#s 6i!h

s!ale 'ro& o) Dealers a#d Dis!ri&!ors. Vadilal alies !his selli#' s!$le )or 6ell-

es!alished I,e-,rea" "ar2e!. Ad%er!isi#' a#d o!her )or" o) ro"o!io#s are "ore

%i!al !o o%erall "ar2e!i#' s!ra!e'$ !he# is erso#al selli#'.

+#e i"or!a#! responsibility o! the tra"e salesperson is !o hel ,&s!o"ers &ild-&

!heir %ol&"e !hro&'h ro%idi#' ro"o!io#al assis!a#,e.

1(- $"T"RM'N" SA!"S FOR" S'


37/56

1(. R"RU'T'N#E S"!"T'ONE AN$ TRA'N'N#

1. #ecruiting an" Selection:Vadilal has a seara!e ?&"a# reso&r,e dear!"e#!/ 6hi,h loo2s a)!er !he

Re,r&i!i#' a#d sele,!io# ro,ess.

?&"a# reso&r,e dear!"e#! 'i%es ad%er!ise"e#!s or ,o#s&l! !he di))ere#!

,o#s&l!i#' a'e#,ies/ o#,e !he !o a&!hori!ies/ sales "a#a'er/ a#d !erri!or$

i#,har'e ha%e de,ided !he re&ired sales eole.

Vadilal re,ei%es !he io-da!a )ro" i#,&"e#! a#d s,r&!i#i*es !he eli'ile

,a#dida!es a#d ,o#d&,!s !he erso#al i#!er%ie6 6i!h !hese ,a#dida!es. 9i#all$

!he$ sele,! !he o!e#!ial ,a#dida!e 6ho es! s&i!s !heir re&ire"e#!s.

2. $raining an" Supervision:

A)!er sele,!i#' !he sales )or,e/ Vadilal ro%ides "os!l$ !he %n &ob $raining as

er !he re&ire"e#!.

he s&er%isio# o) !he sales eole has ee# ,o#d&,!ed as er !he re%io&sl$

de)i#ed hierar,hi,al s!r&,!&re o) !he Sales Dear!"e#!.

:7


38/56

1(/ 7erforman6e "8aluationsE ompensationE and

Moti8ation 7ro*ram

1. Per!or'ance Evaluation:

I# Vadilal !he er)or"a#,e has ee# e%al&a!ed $earl$ asis.

I# Vadilal !he e%al&a!io# a!!er# is so"e6ha! di))ere#! as elo6<

he erso# e%al&a!es

?i"sel)?ersel)

?ead o) !he dear!"e#! or i""edia!e s&er%isors

Wi!ho&! 2#o6i#' !o !he ,o#,er#ed erso# o#e ,a# e%al&a!e !ha! erso#

a#d i! is 2e! ,o#)ide#!ial

2. Co'pensation an" (otivation Progra's:

Vadilal "o!i%a!es !he sales )or,e $

(ash Re6ards

Dis!ri&!i#' ,er!i)i,a!es !o a,hie%ers

Gi%i#' i#,e#!i%es !o a,hie%ers

So"e!i"es 'i%es "ore 80F o) !he !o!al i#,e#!i%e

So#sori#' !o&rs !o o&!s!a#di#' er)or"er

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hapter 2: Sales Bud*etE Assi*nin* TerritoriesE

and laim Settlement

7.1 Sales 9ore,as!i#' A#d De%isi#' B&d'e!

7.8 Assi'#i#' erri!ories

7.: (lai" Se!!le"e#!

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→ Jai&r

→ Jodh&r

: Madh$a ;radesh

4 U!!ar ;radesh

→ Eas!er# U.;. @ Mer&!h/ Noida/ 9aridaad

→ Wes!er# U.;.

5 U!!ara#,hal/ Dehrad

Delhi

7 ?ar$a#a/ ;a/ (ha#di'adh/ ?i"a,hal radesh

Ja""& Kash"ir/ Neal

> Wes! Be#'al

10+rrisa

11(ha!!is'arh

18a"il#ad&

1:Bihar/ Jar2ha#d

2(. !A'M S"TT!"M"NT

Da'age" Goo"s:

he dis!ri&!io# ,o"a#$ )ollo6s )ro" !he ,o"a#$ ,leari#' )or6ardi#'

a'e#!s dis!ri&!io# dealers. he dis!ri&!io# ,ha##el has !o e 6ell "a#a'ed

as li2e a#$ o!her rod&,! !he role" a,!&all$ s!ars 6he# !he rod&,!

lea%es !he )a,!or$ a#d assi#' !hro&'h dis!ri&!io# ,ha##el rea,hes !he

,o#s&"er.

he ,o"a#$ has ee# ,o-oera!i%e i# !he ,o"lai#s/ i) a#$/ )or !he

rela,e"e#! o) !he da"a'ed 'oods. I) a dis!ri&!ors re,ei%es da"a'ed

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'oods !he# a =(D Dear!"e#! i# ,har'e is ,alled )or de!e,!io# !o ,he,2

!he &a#!i!$ a#d !he le%el o) da"a'es. here is a #or"al aer6or2

ro,ed&re )or !he rela,e"e#! o) 'oods/ 6hi,h has #o! ee# ,ha#'ed si#,e

las! 10 $ears. I) !here are a#$ da"a'es )od $ !he dealers/ !he# !he sa"ehas !o e e&all$ or#e $ !he dealers a#d !he dis!ri&!ors. B&! 'e#erall$ !he

,ha#'es o) da"a'es are o#e i# 50 orders/ a#d i! hardl$ hae#s d&e !o a

6ell-"a#a'ed dis!ri&!io# ,ha##el.

D&e !o !e,h#i,all$ ad%a#,ed )ree*ers ,old s!ora'es/ !he ,ha#'es o)

da"a'es !o s&,h rod&,!s is leas! as er !he sale erso##el.

Sche'es !or Discounts:

(lai"s )or !he dis,o!s o))ered !o !he DealersDis!ri&!ors are se!!led

Mon#"8 9'arer"8 0a"$ 8ear"8 and 8ear"8.

Driver *"vance

+an Expenses

(iscellaneous Expense @all ee#ses do#e )or !he ,o"a#$ $

DealerDis!ri&!or

Clai's by Sales ,orce:

→ =&ar!erl$ i#,e#!i%e oli,$

→ (o#%e$a#,e @"o#!hl$

→ o&ri#'

7ayment terms and 6onditions:

Vadilal is ro%idi#' !he ,redi! o) 45 da$s !o !he Dis!ri&!ors. So"e !i"es !he$ also

'i%e so"e "ore ,redi! eriod dee#di#' &o# !he si!&a!io# a#d !$e o) Dis!ri&!or.

he a$"e#!s o) !he dealers are !he reso#siili!$ o) !he Dis!ri&!ors.

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hapter 3: !o*isti6 Systems

.1 Wareho&si#'

.8 +rder ;ro,essi#'.8 I#%e#!or$

.: ra#sor!a!io#

4:


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hapter 4: Analysis Of $istributors

45


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2. T0E LEEL OF MARGIN OFFERED TO T0E DEALER+% Ta("e

ompany !e8el of mar*in ?G@

Vadilal 15F-80F

A"&l 80F?a%"or 1F-80F

K6ali!$ Walls 80F

% profit mar'in pro(ie $) ifferent

*rans

15%

20% 20%18%

0%

5%

10%

15%

20%

25%

vadilal Amul Havmor Kwality

Walls

'nterpretation:

Ao%e Grah dei,!s !ha! !he ro)i! "ar'i# ro%ided $ di))ere#! ra#ds !o !he

dealers is al"os! e&i%ale#!. Vadilal is ro%idi#' leas! ro)i! "ar'i# !o i!s Dealers

&! Dealers are sa!is)ied 6i!h i! e,a&se o) hi'h sales. As !he 9ree*ers are )&ll$

&!ili*ed d&e !o s,he"es i#!rod&,ed o# %ario&s a,2s as 6ell as !here is i#,rease i#

sales )or !he sa"e.

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.( O8er8ie+ of the in8estment made by the distributors:

riteria (ha#'es i# !he i#%es!"e#! "ade $ a dis!ri&!ors o) Vadilal i,e ,rea"s o# %ario&s ,ri!eria

Iune 5-

I#%es!"e#! 80-85 a2h

@: !i"es i#,reased

Areas ,o%ered 7-

No. +) dealers ,o%ered 1:0-140

Ee#ses 80-85F

Sales Aro. 1.8 ,r. i#,reased $ :5F @d&e !o s,he"es

/( Sales as per the area 6o8ered by the distributors:

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7referen6es of pa6=s as per the area and type of population as per a &adilal

i6e 6reams distributor

Areas Types of area Types of

population

7referen6es of

pa6=s as per

population

Nara#&ra/

Na%ra#'&ra/

;aldi.

Well de%eloed

&! ha%e "a#$

loose i,e ,rea"

arlo&rs

Middle ,lass

hi'her "iddle

,lass as 6ell as

ri,h ,lass

All e%e# !he o#e

6hi,h are ee#si%e

li2e Roll,&!/ Ra3ho'

a#d e%e# #o%el!ies

Sa!elli!e/

hal!e3

De%eloi#' Middle ,lass/

hi'her "iddle

,lass as 6ell as

ri,h ,lass

All !$es o) a,2s i#

de"a#d &!

ese,iall$ !a2e-

a6a$s s&,h as ar!$

a,2s

J&ha&ra/

Na%a Wada3

De%eloed Ma3ori!$ lo6er

,lass "iddle

,lass &! also %er$

)e6 hi'her "iddle

,lass )od

Ge#erall$ lo6 ri,ed

i,e ,rea"s s&,h as

,a#dies s!i,2s ,&s

,o#es a#d ,ho,oar

6i!h s,he"es.Saar"a!i/

Ra#i.

De%eloed Ma3ori!$ lo6er

,lass "iddle

,lass

Ge#erall$ lo6 ri,ed

i,e ,rea"s s&,h as

,a#dies s!i,2s ,&s

,o#es a#d ,ho,oar

6i!h s,he"es.

0( Analysis based on only i6e 6ream parlors:

A#al$sis o# o#l$ i,e ,rea" arlo&rs o) Vadilal i,e ,rea"s i# Ah"edaad

A##&al sales ;roor!io# o) i,e

,rea" i# !he

No. o) o&!le!s +!her rod&,!s s!o,2ed

i# !heir o&!le!

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6hole &si#ess

(o"a#$ o&!le!s

@a##&al sales o) a!

leas! 7- la2h

>5F 10 So)! dri#2s/ s#a,2s

"i#eral 6a!er

Ao%e s la2h 70F 150 So)! dri#2s/ s#a,2s

"i#eral 6a!er

1-5 la2h 0F 8:0 So)! dri#2s/ s#a,2s

"i#eral 6a!er

50000-1 la2h 55F 10 S!o,2s al"os! all dair$

o) "a3or ra#ds/

rod&,!s a#d o!her

ea!ales50000-850000 40F 500 S!o,2s al"os! all dair$

o) "a3or ra#ds/

rod&,!s a#d o!her

ea!ales

Belo6 85000 85-:5F 00 S!o,2s al"os! all dair$

o) "a3or ra#ds/

rod&,!s a#d o!her

ea!ales s&,h as So)!

dri#2s/ s#a,2s as 6ell as

i,e ,rea"s o) o!her

ra#d.

LOCATION OF AN O3TLET%

D&ri#' las! :-4 $ears !he oli,$ o) 2eei#' a "i#i"&" dis!a#,e o) 500 "e!ers

e!6ee# !he o&!le!s see"s !o #o "ore eis!/ as #o6 i# "a#$ ar!s o) !he ,i!$ o#e

,a# )i#d 5 !o o&!le!s a! a s!re!,h/ 6hi,h hardl$ ha%e a dis!a#,e o) 800 "e!ers.

his roal$ ro%ides ,o#s&"ers 6i!h !he es! a%ailaili!$ o) !he rod&,!/ &! i!

"a$ ,rea!e a role" )or s"all dealers 6ho ha%e ,o"e!i!io# #e! door.

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Happenin*s

Ne+ !aun6hes

• Re,e#!l$ !he 'ro& has la,hed 9resh 9r&i! I,e,rea" 6i!h riles der

!he 9a#!as$ ra#'e %i*. 9resh +ra#'e 9a#!as$/ 9resh Ma#'o 9a#!as$/ 9resh

S!ra6err$ 9a#!as$ a#d 9resh Bla,2 (&rra#! 9a#!as$.

• hree #e6 Kool)is ha%e hi! !he "ar2e!. Na"el$ Ma#'o Kool)i/ Ma%a

Kool)i a#d ;is!a Kool)i/ !hese 2ool)is ri,ed a! Rs.10- is a i' hi! i# !he

"ar2e! la,e.

• 6o #e6 Sdaes ---- (ho,ola!e Sdae S!ra6err$ Sdae a! Rs. 10-

ea,h ha%e ee# i#!rod&,ed.

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hapter 92 on6lusion

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Conc"'s!on

he ri,es o) !he a,2s ha%e i#,reased hardl$ $ 15-80F &! !he &a#!i!$ o))ered

has al"os! do&led/ as er !he s,he"es.

here has ee# a !o&,h ,o"e!i!io# a"o#' !he ra#ded i,e ,rea" "a#&)a,!&rers

!he loose i,e ,rea" "a2ers re'ardi#' !he ri,e o) !he rod&,!.

I,e ,rea" "a#&)a,!&rers ,a"e o&! 6i!h a ,o#,e! o) se,iall$ desi'#ed s!ore !o

sell o#l$ i,e ,rea" or do"i#a#!l$ i,e ,rea"/ 6hi,h 6as 'i%e# a lale o) i,e ,rea"

arlo&rs.

he arlo&r 6as ,hara,!eri*ed $ !he re)ere#,e o) a disla$ "a,hi#e !hro&'h !he

'lass a#es o) 6hi,h !he s!o,2 )la%o&rs 6ere %isile.

he re,e#! !re#d a"o#' !he $o' 'e#era!io# is !o6ards sdaes desser!s/

6hi,h are reared a! !he %er$ "o"e#! as er !he !as!e re)ere#,e o) !he

,o#s&"er. Vadilal has i!s hai#e* arlo&rs si!&a!ed o# )e6 o) !he ,i!$s "os!

hae#i#' areas< i! has a# ad%a#!a'e o) ser%i#' !he ,o#s&"ers )ro" i!s o6# o&!le!s

!o ser%e %arie!ies o) desser!s a#d sdaes. I,e ,rea" ser%ed 6i!h a ,o"i#a!io# o)

sa&,e o) di))ere#! )la%o&rs ,a# e a i' hi! i# !he "ar2e!.

hese arlo&rs do ser%e sdaes desser!s or e%e# so&))ls &! i! is "ied 6i!h

ar!i)i,ial )la%ored sa&,e )r&i!s/ 6hi,h is less re)erred as ,o"ared !o )resh )ri!

)la%or. As !he ,o#s&"ers %ie6s ha%e also ee# 2#o6# as a ar! o) !he s&r%e$/ !he$

do #o! re)er i,e ,rea" 6hi,h are "ore s6ee!/ 6hi,h !he ,o"a#$ ser%es !hro&'h

hai#e* arlo&rs $ addi#' ,a##ed )r&i!s a#d !ha! !oo/ s6ee!. h&s i! ,o&ld e

ro)i!ale as er !he de"a#d o) ,o#s&"ers !o ser%e less s6ee! )resh )r&i! sa&,e

i# sdaes or desser!s(

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5I5LIOGRAP06

Boo=s:

1. B&si#ess Resear,h Me!hods

By $onald R( opper ; 7amela S( S6hindler

a!a M,Gra6-?ill ;&lishi#' (o"a#$ !d.

Ne6 Delhi/ 8008 Edi!io#

8. Mar2e!i#' Resear,h

By Naresh K( Malhotra

;earso# Ed&,a!io#/ I#,.

Ne6 Delhi/ 8004 Edi!io#

1. ?a#dBoo2 9or Wri!ers Edi!ors

By S( Srini8as Rao

Ah"edaad Ma#a'e"e#! Asso,ia!io#

Ah"edaad/ 8008 Edi!io#

Debsites:

666.%adilal'ro&.,o"

666.i#diai#)oli#e.,o"

666.'oo'le.,o"

666.a"&l.,o"
http://www.vadilalgroup.com/http://www.indiainfoline.com/http://www.google.com/http://www.vadilalgroup.com/http://www.indiainfoline.com/http://www.google.com/

Documents

VADILAL Marketing Report1