By Aditya Kulshrestha

8/8/2019 By Aditya Kulshrestha

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BBYY--AADITYADITYA K K ULSHRESTHAULSHRESTHA

PGPBM (09PGPBM (09--11)11)

ROLL NO: P/MN/R/09/004ROLL NO: P/MN/R/09/004

STUDY OF SUPER STOCKIST & SUB STOCKIST NETWORK STUDY OF SUPER STOCKIST & SUB STOCKIST NETWORK



ABOUT THE COMPANY

Rasna, the product that has given the world its best-known taste was born in 1980.

Rasna Pvt. Ltd Company is the leading manufacturer, marketer and distributor of

non-alcoholic beverage (Powder based drink), used to produce nearly couple of

SKU.

Rasna is a brand owned by Poima Industries which introduced and nurtured theconcept of soft drinks concentrate (SDC) in Indian market.

Level to Expand : International

Received the Superior Taste Award 2008 instituted by The International Taste &

Quality Institute, Belgium.

Rasna claims 97.2% market share in non carbonated soft drink concentrate powder.



PRODUCT CATEGORY-

FRUIT FUN- FRUIT PLUS-



PRODUCT R ANGE

(INDIAN MARKET)

ruit fun ruit plus

MSP 5gmOrange, Mango, Nimbu Pani Orange, Mango, Pineapple, Nimbu Pani

32 Glass 23gm

Orange, Mango, Pineapple, Shahi Gulab,

Nimbu Pani, Kala Khatta, Cola cola, Kesar

elaichi,Cool Khus

Orange, Mango, Pine apple, Nimbu Pani

12Glass 200 gm

Orange, Mango, Pineapple, Shahi Gulab,

Nimbu Pani, Kala Khatta, Cola cola, Kesar

elaichi,Cool Khus

Orange, Mango, Pineapple, Nimbu Pani

1ka2

500 gm (pouch & jar)

Orange, Mango, Pineapple, Nimbu Pani

Orange,Mango

750 gm

5 Glass Orange, Mango, Pineapple, Nimbu Pani

Orange



MANUFACTURER

REGIONAL DEPOT DISTRIBUTOR

MODERN MARKET

WHOLE SALER

RETAILER

CONSUMER

CHANNEL OF DISTRIBUTION



COMPETITORSCOMPETITORS



AREAOF WORKING

I¶m very fortunate to have worked in two regions for Rasna Pvt. Ltd, which is

Ghaziabad and Kanpur .

GHAZIABAD



OBJECTIVES

To ensure the primary and secondary sales by the company. Primary

includes billing by the stockist or super stockist to the company and

secondary is the direct selling made by the stockist or super stockist in

the market.

To trace the gap between the dealers perception and the customers

perception.

To establish benchmark measures for the organization and its

performance.

To tally secondary order against actual delivery by stockist.

To assess the organizations market perception as compared to the

competitors.



NATURE OF THE WORK

Work was to build up distribution network and spin the distribution cycle.

Keeping a record of every major shop is necessary to make sale happen

on time and to create new wholesaler and retailer is also important. To

create the a new shop you have to be very familiar with the market, had tovisit that shop twice or more, make them aware about the brand, then

convince them and deliver them orders.

Our main job was to take feedbacks of our product from different markets

for that our instrument of record were D-FORM & DAILY SALES

REPORT.



DAILY SALES REPORT

NAME OF TI REGION TOTAL SALES AVAILABLE DSR SERIAL NO. TODAY VALUE TGT ACH:

TOWN H. Q: NAME OF STOCKIST: M/S DATE: DATE OF LAST VISIT:

S.No. NAME OF OUTLET

MSP 32 GLASS 12 GLASS

5 GLA SS 2 0 G LA SS

1 KA 2

TOTAL5 gms.

Pouch25 g. Pouch 50 g. Pouch 100 g. Pouch 50 g. jar TOTAL

OR MG LMN TOTAL OR MG SG KE CK CC PA LMN KK OR MG LMN SG OR MG

A

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

B

C

D



ANALYSIS OF DEALERSAND THEIR AREA

Ghaziabad Region

GOYALAGENCY(SUPER STOCKIST)

TOWN

AVERAGE ONE

DAY SALES(RS)

HAPUR 12000

MEERUT 8000

MODINAGAR 6000

MURADNAGAR 6500

PILKHUA 11000

KHODA 10000TOTAL- 53500

AVERAGE PER DAY SALES- 8916.67

22%

15%

11%12%

21%

19%

GOYAL AGENCY(SUPER STOCKIST)

AVERAGE ONE DAY SALES

HAPUR

MEERUT

MODINAGAR

MURADNAGAR

PILKHUA

KHODA

R AMASHR AY

(STOCKIST)

MARKET

AVERAGE ONE DAY

SALES(RS)

PATELNAGAR 9000

GHANTAGHAR 11500

VIJAYNAGAR 12600

PRATAPVIHAR 13000

KAVINAGAR 9400

LOHIANAGAR 4600

TOTAL- 60100

AVERAGE PER DAYSALES- 10016.67

15%

19%

1%

1%

16%

8%

RAMASHRAY


PA ¡

¢ LNAGAR

GHAN¡

AGHAR

VIJAYNAGAR

PRA ¡

APVIHAR

KAVINAGAR

LOHIANAGAR



K anpur region

R AVINDR A AGENCY

(STOCKIST)-

MARKET

AVERAGE ONE

DAYSALES(RS)

NAYAGANJ

(WHOLE SALE MARKET) 76000

GOVIND NAGAR 16000

DABOLI 4650

RATANLAL NAGAR 10500

BARRA 6000

TOTAL 113150

AVERAGE PER DAY SALES(RS) 18858.33

67%

14%

4% 9%

6%

RAVINDRA AGENCY- AVERAGE

ONE DAY SALESNAYAGANJ(W

HOL£ S AL £

M ARK £ ¤

)

GOVIND

NAGAR

DABOLI

RA ¤

ANLAL

NAGAR

ARNAVAGENCY

(STOCKIST)-

MARKET

AVERAGE ONE

DAY SALES(RS)

VIJAY NAGAR & SHASTRI NAGAR 30000

PANKI 4050

GUMTI 18000

RAWATPUR 9050

KAKADEV 8000

TOTAL 69100

AVERAGE PER DAY SALES(RS) 13820

43%

6%

26%

13%

12%

ARNAV AGENCY(STOCKIST)- AVERAGE

ONE DAY SALES

VIJAY NAGAR &

SHA STRI NAGAR

PANKI

GUMTI

RAWA TPUR

KAKAD ¥ V



DEEP AGENCY

(SUPER STOCKIST)

MARKETAVERAGE ONEDAY

SALES(RS)

SAKET NAGAR 14500

KIDWAI NAGAR 14000

KALYANPUR 6500

TOTAL 35000


41%

40%

1 ¦ %

DEEP AGENCY(SUPER STOCKIST)


S AK § T NAGAR

KIDWAI NAGAR

KALYANPUR

MAA VAISHNO(SUB STOCKIST)

MARKET

AVERAGE ONE

DAY

SALES(RS)

SHIVLI 10500

BITHOOR 8500

AWAS-VIKAS 8900

TOTAL 27900

38%

30%

32%

MAAVAISHNO(SUB STOCKIST)

AVER AGE ONE DAY SALES

SHIVLI

BITHOOR

AWA S- VIKA S



GHAZIABAD

STOCKIST AVERAGE ONE DAY SALES(RS)

GOYAL AGENCY 8916.67

RAMASHRAY 10016.67

TOTAL- 18933.33

AVERAGE PER DAY SALES- 9466.67

GOYAL

AG ̈ NCY 47%RA M A SH

RAY 53%

GHAZIABAD AVERAGE ONE DAY

SALES

K ANPUR

STOCKIST

AVERAGE ONE

DAYSALES(RS)

RAVINDRA AGENCY 18858.33

ARNAV AGENCY 13820

DEEP AGENCY & MAA VAISHNO 10483.33

TOTAL 14387.22


44%

32%

24%

KANPUR AVERAGE ONE DAY

SALES

RAVINDRA

AG©

NCY

ARNAV

AG © NCY

D© ©

P AG © NCY

& M AA

VAISHNO



COMPARISION ON SALES-

REGION AVERAGE ONE DAY SALES

GHAZIABAD 9466.67

KANPUR 14387.22

TOTAL 23853.89

AVERAGE SALES PER DAY- 11926.945

GHAZIABAD40%

KANPUR

60%




Tang is main competitor and strategically close performer to Rasna.

Unsolved DGR (damage goods return) issues, Unavailability of stocks

at depot are the major problems.

Urban market of soft drinks is getting saturated. And also the rural

market is growing at a pace so by effective strategy this can be a future

market for the product.

The reasons given by consumers for having liked the product were:

It tastes like fresh orange juice.

It is a good thirst quencher, especially in the summer season.

It is not bitter like other readymade products that are

available

COMENTS



RECOMMENDATIONS

Rasna should more emphasis on its Television advertisements.

A proper arrangement must be made for recovery of its expiry

products.

The offers, schemes and other promotional activities should be

discussed with the TSM and the salesman and should be

motivated to tell it to the retailers so that schemes should be

properly utilized by the retailers and the consumers.

Company must ensure the regular supply of all the flavors of all

the packaging on time, specially those product and flavors which

has high demand in market.



THANK YOU

By Aditya Kulshrestha

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