A PROJECT REPORT ON

“DISTRIBUTION CHANNEL MANAGEMENT, COMPETITION ANALYSIS & MARKET RESEARCH FOR SUPER-MAX”

SUBMITTED BY

MR. AVINASH SADAPHULE

MR. KALPESH NIKAM

MBA-II (MARKETING)

UNDER THE GUIDANCE OF

MR.MAHENDRA RUPAREL

V.P MARKETING -VIDYUT METALLICS (P) LTD

DEPARTMENT OF MANAGEMENT SCIENCES

UNIVERSITY OF PUNE

(PUMBA)

* 2007-09 *

ACKNOWLEDGMENT

Success is rising above yourself whatever may be your current state.

It gives us great pleasure and privilege to express our heartily thanks and deep sense of

gratitude towards our corporate guide Mr. Mahendra Ruparel (V.P-Marketing, Vidyut

Metallics Pvt. Ltd.) for his sterling efforts, amicable assistance, and inspiration in all phases of

the project work toward the path of completion.

We also take this opportunity to express our sincere thanks toward all staff members from

Vidyut Metallics Pvt. Ltd. for sparing their valuable time especially while clearing our vague

concepts in fields of their expertise. We would specially like to thank,

Mr. R.K. Malhotra Promoters’, Vidyut Metallics Pvt. Ltd.

Mr. Rocky Malhotra Promoters’, Vidyut Metallics Pvt. Ltd

Mr. M.M.Ruparel V.P. Marketing & Sales

Mr.Naren Sawardekar National Sales Manager

Mr. S.D. Chaudhuri G.M. Corporate HR

Mr. Swapnil Joshi Assistant Project Manager

We are extending our thanks to all those who have helped us, directly or indirectly, in

completing the project work. We hope that we have been successful in our endeavor.

Discrepancies, mistakes, if any, are solely ours.

Avinash Sadaphule

Kalpesh Nikam

INDEX

Sr. No. Title

1. Executive Summary

2. Industry Profile

3. Company Profile

4. Marketing mix of Super-Max

5. Product –Retail range of Super-Max

6. Price

7. Promotion

8. Place (Distribution)

9. Competition analysis

10. Research methodology

11. Analysis and result

12. Questionnaire

13. Findings

14. Recommendations

EXECUTIVE SUMMARY

This project was carried out in Vidyut Metallics Pvt Ltd. which owns the Super-Max brand.

They are the manufacturers of Disposable Razors, Double Edge blades, Shaving Systems and

Toiletries. Today Super-Max is the second largest manufacturer of razor blades in the world.

The objectives of the project were to apply the theoretical knowledge gained in MBA Marketing

course to the real life situations/problems faced by the company.

During the internship, the following there tasks were taken up

1. Retail sales

2. New SKU launch activity of 20-20 4 blade disposable razor

3. Market research

4. Competition analysis

5. Distributor / Retailer management

The findings and recommendations through this project have been included in this project report.

It's time for the Vidyut Metallics Pvt Ltd to look sharp. Although the company dominates the

lower end shaving products business in India, it has woken up to a fact that the premium segment

is growing much faster. Although VMPL did try to enter the premium segment with the launch

of SuperMax3 disposable razor in 2000, it has steadily lost market share to its major competitor

Gillette India Ltd( now a part of P&G).

As the shaving blade players battle it out in the premium segment with their respective offerings,

the market potential for blades remains huge in India, one of the largest in the world. However,

the market size in value is insignificant. This is largely because more than 90 per cent of the

volume comprises the low-value double edge blades; a segment which is virtually non-existent in

the rest of the world.

Besides, there is also a large untapped market that prefers the barber shop. Even among the rest,

shaving frequency still remains low (about three times a week).

However, more than tapping the mid segments, the company is focusing on the premium end

system & disposable category which has been growing faster than its double edged counterpart.

Though its volumes come from its host of mid- and low-priced brands such a Super-Max Saloon

pack, Zorrik, SII twin blade system; it is the upper end of the shaving blade market that it has to

tackle now.

VMPL is now firing a fresh salvo with a slew of premium products. Priced on par with Gillette's

offerings, all new products will be under the Super-Max umbrella.

The new products include a 4 blade disposable razor (20-20), 4 blade disposable razor for

Women (Syrine), 3 blade premium disposable razor (Super-Max 3) ,Double Edge blades (Tiger

& Sunrise) and a range of toiletries which include Shaving cream, shaving foam & After shave

lotion.

Despite VMPL's low cost as it makes its own steel with its in-house captive steel rolling unit,

own factories and extensive distribution structure, Gillette (which imports brands such as Sensor

and Mach 3) can afford to command a premium in the market and get away with it.

Usage patterns indicate that Gillette has been successful in upgrading users to the premium

shaving segment and it is only of late that VMPL has realized this and is trying to beef up its

premium range offerings under the Super-Max brand. The continuous shift in consumer

preference to technologically superior, long lasting shaving systems will accelerate growth in

this segment. The company now understands that by having more premium products in its

portfolio it can command higher margins and thus enjoy greater profitability.

So all in all, Super-Max has a great opportunity in the retail market.

INDUSTRY PROFILE

THE SAFETY RAZOR MANUFACTURING INDUSTRY

Introduction:

A safety razor is a razor where the skin is protected from all but the very edge of the

blade. These razors are referred to as "safety" razors as opposed to the straight razor which is

often referred to as a "cut-throat razor." It is often thought that the safety razor was designed to

eliminate the possibility of a user from injuring him/herself with the open blade of the straight

razor.

Prior to the invention of the first safety razor most men used a straight razor. These razors

are still available today from several different manufacturers, but they are not very popular,

because they require skill to use properly.

The first safety razor was invented in the late 18th century by a Frenchman, Jean-Jacques

Perret, who was inspired by the joiner's plane. An expert on the subject, he also wrote a book

called Pogonotomy or the Art of Learning to Shave Oneself. In the late 1820s, a similar razor

was made in Sheffield, England, and from the 1870s, a single-edge blade, mounted on a hoe-

shaped handle, was available in Britain and Germany. None of these razors are considered to be

true safety razors.

Described as a razor where "a small blade is held in a suitable frame and provided with a guard

to prevent the edge of the razor from cutting into the skin", the first American safety razor was

patented in 1880 by the Kampfe Brothers. The new razor featured a wire-skin guard along the

razor’s edge. Only one side of the actual blade is used to shave, and it must be removed often for

sharpening.

Since the time the first man arrived on the earth, a decision has had to be made — whether to

allow a beard to grow or remove it,' declares a popular Web site. Over the decades, marketers of

male grooming products across the globe have ensured that the decision is skewed in favor of the

latter. The act of shaving and male grooming, which has been linked to attributes ranging from

`ultimate machismo' to `modern effeminacy', has since evolved from sharpened flints, to iron,

bronze or gold razors, to T-shaped razors and double-edge blades, to electric shavers.

One company, which has been largely instrumental in this evolution, is Vidyut Metallics Pvt Ltd

(Super-Max) world leader in male grooming (blades, razors and shaving preparations)

The major players in the shaving industry in India are Gillette, Vidyut Metallic’s(Super-Max),

HLM, American Safety razor (ASR), Schik etc

COMPANY PROFILE

Vision: To establish Super-Max brand as the market leader, succeed in emerging categories and

offer world class products that give the best value for money to the customer.

Mission: To be leading shaving product company with core competency in male toiletries.

A family owned business establishes in 1949 has today culminated in to a world renowned

brand.

The plunge in to Personnel grooming industry i.e. manufacturing of shaving blades was taken at

a time when the market was predominantly driven by multinationals or low quality local players.

However the organization was all setup to take the challenge in order to carve a niche for itself in

the shaving solution category.

The launch of Super-Max concept in 1980s marked a new beginning for the group. Under the

flagship brand of “Super-Max” the products are now marketed in over 140 countries through the

extensive global distribution network.

Innovation is the key focus for the company & the new tagline “Simply Innovate” emphasizes

the fact. The organization has always been at the forefront in creating innovative products and

introducing new trends in the shaving industry. Super-Max consistently invests in technology &

resources and effective backward integrates the production process coupled with in-house top-

end steel rolling mills thereby delivering outstanding consumer value and quality.

Super-Max is the pioneer of triple blade and four blade disposables categories worldwide thereby

giving the consumer a flavor of an extra smooth shaves.

Super-Max products portfolios comprises from the traditional Double edge blade to the premium

4 bladed disposable, complimented by an extensive range of toiletries i.e shaving foams, gels,

after shave lotions, balms, etc thereby offering a complete product offering to the end

consumers- no wonder Super-Max is today a trusted brand in over 5 continents. It is present in

over 140 countries with operations in 8 different locations around the world. Super-Max range is

widely available in Fortune 500 retailers such as Wal-mart, Carrefour, Metro, HEB, Soriana,

Wilkinson stores, Ahold etc.

The core value of the company is to provide outstanding consumer value through quality

innovative products which leads to greater brand equity.

KEY FACTS

Super-Max, is a family owned brand that was founded in 1949.

Manufacturers of Disposable Razors, Double Edge blades, Shaving Systems and

Toiletries.

Today Super-Max is the second largest manufacturer of razor blades in the world.

Super-Max family comprises of 6000 employees globally..

Super-Max has the State of the Art Technology to create new product design and

category innovation.

Launched the world’s 1st Triple and 4 Blade Disposable Razors in US.

The only Blade manufacturer with a Captive Steel Rolling Plant.

Super-Max is used by 1 in 3 people in the world.

Super-Max is now sold in more than 140 countries worldwide.

Long term relationships with many customers, including many of the world's major

Fortune 500 retailers such as Wal-mart, Carrefour, Metro, HEB, Soriana, Wilkinson

stores, Ahold etc.

Factories in India, Prague, Mexico, Dubai, Iran, Bangladesh.

Winner of prestigious awards for Export.

51st in Indian’s Top 100 unlisted companies as per Business Standard.

IndiaSuper-Max In`ternational Pvt. Ltd

SingaporeWesley International Ltd

BrazilSuper-Max Do Brazil Ltda

S. AfricaSterling Four S.A. (Pvt) Ltd

PragueSuper-Max Corporation Czech S.R.O

DubaiWesley International Ltd

SpainSuper-Max Personal Care S.A. Iberica

MexicoSuper-Max Corporation De Mexico

UKSuper-Max Corporation

CanadaSuper-Max Inc

Los AngelesSuper-Max Corporation

COUNTRIESNAMES

MARKETING MIX OF SUPERMAX

SUPERMAX RETAIL RANGE

Broadly the product line covers the following SKU’s.

Sr. No Product ITEM DESCRIPTION

  4 BLADE SYSTEMS

1

SMX ELEGANCE4 -

4 BLADE RC SYSTEM

(MEN)

2

SMX ELEGANCE4-

4 BLADE DC SYSTEM

(MEN)

  4 BLADE DISPOSABLES

3SMX SYRINE4 - 4 BLADE DISPOSABLE H/C OF 12

(WOMEN)

4SMX 20-20 -4 BLADE DISPOSABLE H/C of 20

(MEN)

  3 BLADE SYSTEMS

5SMX KWIK 3 SYSTEM - 3 BLADE RC (R+5)

SYSTEM (MEN)

6

SMX KWIK 3 SYSTEM -

3 BLADE DC (4+1) SYSTEM

(MEN)

  3 BLADE DISPOSABLES

7SMX 3 - TRIPLE BLADE STANDARD DISPOSABLE

H/C OF 20 (MEN)

8SMX 3 TRIPLE BLADE DISPOSABLE - 3s PACK

(MEN)

9SMX ULTIMATE BLACK 3 BLADE DISPOSABLE -

3s PACK (MEN)

10SMX 3 TRIPLE BLADE DISPOSABLE - 3s PACK

(WOMEN)

11

SUPERMAX 3 TRIPLE BLADE DISPOSABLE H/C OF

12

(MEN)

  TWIN BLADE SYSTEM

12SMX S II RC 5+1 SYSTEM

(MEN)

13SMX S II DC 5+1 SYSTEM

(MEN)

 

14SMX LADY MAX TWIN BLADE DISPOSABLE- HC

of 6 (WOMEN)

  DOUBLE EDGE

15SMX TIGER SUPER PLATINUM ION EDGE -

DOUBLE EDGE BLADE

16SMX SUNRISE SUPERSTAINLESS - DOUBLE EDGE

BLADE

17 SMX BLUE DIAMOND - DOUBLE EDGE BLADE HC

18 SMX ECONOMY - DOUBLE EDGE BLADE H/C

  ACCESSORIES

19 SMX MANICURE SET

20SMX SAFETY RAZOR + 2 SMX SUPER STAINLESS

DOUBLE EDGE BLADE FREE

21SMX SHAVING BRUSH + 5 SMXSUPER STAINLESS

DOUBLE EDGE BLADE FREE

  TOILETRIES

23SMX ULTIMATE SHAVING CREAM - MENTHOL

100ML

24SMX ULTIMATE SHAVING CREAM - LEMON

100ML

25SMX ULTIMATE SHAVING CREAM - CLASSIC

100ML

26SMX ULTIMATE SHAVING FOAM - CLASSIC

300ML

27SMX ULTIMATE SHAVING FOAM - MENTHOL

300ML

28SMX ULTIMATE SHAVING FOAM - SENSITIVE

300ML

29 SMX SHAVING FOAM - CLASSIC 400ML

30 SMX SHAVING FOAM - SENSITIVE 400 ML

31SMX AFTER SHAVE LOTION - SPRING BLOSSOM

100ML

32SMX AFTER SHAVE LOTION - SUMMER SKY

100ML

33SMX AFTER SHAVE LOTION - AUTUMN MUSK

100ML

34SMX AFTER SHAVE LOTION - BLACK SOUL

100ML

 

PRICE

Price is a confidential subject to the company. So it is not possible to quote the price of various

SKU’s in this project. The prices and the schemes are subjected to change according to the

circumstances.

PROMOTION

Mostly the company promotes its product through trade promotion rather than direct

advertising. The reason behind is that by doing this the company can reduce the cost the product

and give more margin to the trade channel members and simultaneously keep the price of the

product low.

Promotion includes in-store promotions, merchandising, display stands and gondola ends.

Super-Max gives out both consumer sales promotion as well as trade sale promotions (to

Retailer and wholesaler).

Consumer sales promotion schemes implemented by the company are:

Price-off deals Eg:- 50 rs. Off on After shave lotion

Price-pack deal Eg:- 5+1 cartridges SII D/C free

Samples / trial offers eg:- To promote newly launched Tiger double edged blade, a

sample is given to the barber shops for trial.

Contests and Sweepstakes eg:- Chance to win a Gold blade on purchase of Sunrise &

Tiger blades.

Trade promotions

Point-of-purchase displays eg:- Gondolas , kiosks in retail malls

Trade shows/Exhibitions

The company has also sponsored touring car racing in central America and the Sharjah Cup

cricket in Dubai.

LAUNCH OF 20-20

PLACE (DISTRIBUTION)

Distribution channel followed by the company is as follows:-

VMPL( Super-Max)

C & F Agent

Distributor/Stockist

Retailer

Consumer

Super-Max is present in over 140 countries with operations in 8 different locations around the

world.

In India the company has factories located at Shoghi, Gagret (both Himachal Pradesh),

Hyderabad and Thane with the head office situated in Thane (Maharashtra, India).

Internationally it has factories in Mexico, Dubai and Bangladesh

Super-Max range is widely available in Fortune 500 retailers such as Wal-mart, Carrefour,

Metro, HEB, Soriana, Wilkinson stores, Ahold etc.

COMPETITION ANALYSIS

The Indian shaving products market is characterized by a dominant market share of

double-edged blades -a business dominated by Super-Max.

Instead of going head-on against them in this highly price-sensitive D/E market,

Gillette has chosen to focus on premium System products.

Also, by segmenting the market with offerings at different price points - 7

O’clock, Presto ,Vector Plus, Sensor Excel, Satin Care and Mach III, Gillette offers a

continuing upgrade path for users. Gillette has also now come out with a 5 blade razor Fusion &

an Electric shave kit .

Gillette had launched a scheme known as “Lal Baadshah” to promote its twin blade

disposable razor Gillette Presto priced competitively at Rs. 14. Retailers and distributors were

invited for a meeting in a hotel and were then given a product presentation of Gillette’s offerings.

The retailers were also induced to keep maximum display of Gillette Presto in their outlets and

also had an opportunity to win a cash back prize of Rs.1500/-.

Gillette aggressively pushed its Presto brand by giving out consumer sales promotion

schemes like “Buy2 get 1 free” which was successful in generating huge volumes of sales.

Marketing strategy, in terms of these three key constituents, must be defined as an

endeavor by a corporation to differentiate itself positively from its competitors, using its relative

corporate strengths to better satisfy customer needs in a given environmental setting. Based on

the interplay of the strategic three Cs, formation of marketing strategy requires the following

three decisions:

1. Where to compete; that is, it requires a definition of the market (for example, competing

across an entire market or in one or more segments).

2. How to compete; that is, it requires a means for competing (for example, introducing a new

product to meet a customer need or establishing a new position for an existing product).

3. When to compete; that is, it requires timing of market entry (for example, being first in the

market or waiting until primary demand is established).

Thus, marketing strategy is the creation of a unique and valuable position, involving a different

set of activities. Thus, development of marketing strategy requires choosing activities that are

different from rivals

The other competitors in the market are HLM with brands like Gallant, Laser & Topaz, ASR

with the Glide brand & Schick.

RESEARCH METHODOLOGY

Data Collection Method: Survey

Research instrument: Open ended questionnaire

Sampling Plan:

Sampling Unit: Retailers, customers

Sample Size: 1000 retailers in all the parts of Mumbai

Sampling Procedure: Stratified sampling

Retailers divided into 3 categories

A-Class : > 700 Rs

B-class: 400 – 700 Rs.

C-class: < 400 Rs.

Types of outlets:

Super Market

General merchant

Chemist / Medical store

Grocer shop

Small kirana

Pan bidi shop

A simple random sample is taken from these categories so as to achieve a sample size of 1000.

Sampling media: Retailers to be covered zone wise along with the company FSE on a daily basis

on his regular beat. On an average 1000 retailers were surveyed.

Method of data collection

Primary data collection: the questionnaire was filled by the retailers

Secondary data collection: Data was collected from the organizations web site & the internet

ANALYSIS AND RESULT

1) Type of Retail outlets

The retail outlets visited have been represented in the form of a pie chart.

There are different types of retail outlets as mentioned below. Other type of retail outlets

constitutes of stationary, mobile Shop & any other shops besides the above category. As

mentioned above 1000 retailers have been visited & for better understanding the pie chart has

been represented in the percentage format

2) Do you stock Super Max’s products?

This question tells us how many outlets stock Super-Max products

Type of Retail Outlets

52%

18%

14%

9%7%

Kirana store

Chemist

Pan bidi

General store

Others

3) Which Super-Max razor moves fast in the market?

1. Twin blade 2. Triple blade 3. Four blade .

According to the retailers the twin blade system razor SII is one of the most demanded and

fastest moving product. Retailers think that the triple blade razor of Super-Max has a good scope

in the future because the orientation of the customers is changing towards them Eg:- Supermax3

triple blade disposable razor is highly popular and is moving fast in the market. The four blade

razor are slowly picking up, but it will take some time for them to grab a considerable market

share.

4) How many SKU’ s do you stock in your store?

1. 1-2 2.3-4 3.5-6 4.more than 6

Number of SKU’s that a shop stocks depends of many factors such as type of area eg: high

income, low income, type of shop for example, Small kirana/ Pan bidi retailer generally prefers

to keep the double edged blades as their customer base is different. Medical shops /chemists

prefer keeping system razors/disposables and toiletries etc. On an average retailer prefer to keep

30

24

15

0

5

10

15

20

25

30

35

Twin blade

Triple blade

Four blade

3-4 SKU’s in their outlet. Adding to the fact, toiletries are the category which is kept mostly by

chemist shops and A class outlets as the price is comparatively higher than the razor/blades.

5) Do you find packaging of product attractive?

1. Yes 2. No

Many retailers find the packaging of the Super-Max product very attractive. Retailer appreciates

the packaging of new SKU 20-20 which is launched in India. They think the packaging is

comparable to the competitors, but they are concerned of the reliability of packaging material.

Number of SKU’s

05

1015202530354045

1 to 2 3 to 4 5 to 6 More than 6

6) Which category of products do you think will be the fast selling category in the future?

1. System and disposables 2.Double edge blades 3.Toiletries 4.Accessories

The categories are system blades in which there are twin blade, triple blade & four blade razors.

Disposables include twin blade, three blade and 4 blade. Double edge blades brands like Super-

Max Tiger, Sunrise, Blue diamond in it. Toiletries include after shave lotion, shaving foam &

shaving cream. Retailer thinks System and disposable products of Super-Max have good scope in

future because the orientation of the customers is changing towards them.

Is packaging attractive?

68%

32%

Yes

No

7) Why do you think consumers buy Super-Max products?

1. Brand name 2. Affordability 3.Features 4.Other

This is a tricky question for retailers. When asked about it, they said all the options play a vital

role in the buying behavior of the consumer. Almost 70% of the retailers said that, Super-Max is

a well-known brand in shaving industry as well as it is affordable for most of customers.

Features are again one commanding option and they said that Super-Max should put more

emphasis on the innovation.

Future of Super-Max group

05

101520253035404550

SystemDisposable

Double edgeblade

Toiletries Accessories

8) Do you think the promotional activities are sufficient for Super-Max to sell its products?

1. Yes 2.No

The answer to this question is very simple. Retailers think that the promotional activities are not

at all sufficient. They insisted upon putting more efforts in advertising especially the retail range

should be properly promoted in the market. The reason behind this is that the Super-Max as a

company is known to the consumers as a manufacturer of double edge blades and not the

company which manufactures complete shaving solutions. The retailers were confident of higher

sales once the company starts promoting its products well.

Reasons for purchase

30%

43%

20%

7%

Brand name

Affordable

Features

Other

9) Which promotional activity do you think would be the most effective?

1. Schemes to consumers 2.Banners/hoardings 3.Newspaper ads 4.Television ad’s

According to me, every way of promotion has its own advantages and disadvantages. Schemes to

consumers are a one way to attract the customer initially, but it cannot give you the long term

effect. Banners gives you very limited reach to the masses, because only people in the vicinity of

the banner get the message. Newspaper gives you wider reach but does not have long lasting

effect on the minds of customers. Best way to promote the FMCG product is television

advertisement. It has the widest coverage of all, and has the highest effect which translates in to

sales as the customer is induced in to buying the product. But it is a very expensive form of

promotional activity. Retailers also think in the same way.

Are Promotional activities sufficient?

15%

85%

Yes

No

10) Do you think company needs a brand ambassador to promote a product? if yes, from which

field ?

1. Film 2.Sports 3.Model 4. Other

Most of the retailers agree upon the need of the brand ambassador to promote the product. They

think any celebrity from the sport field will definitely able to promote the product well than any

other field. This may be because the Gillette India products are endorsed by the sports celebrity

like Rahul Dravid.

Best way to promote

18%

8%

12%62%

Schemes to consumer

Banners

Newspaper ad

Television ad

11) How do you compare the margins of Super-Max viz-a-viz other competitor brands?

Here we are finding out whether the margins offered by the company are good

enough or not as perceived by the retailers in comparison with other competitor brands. Here we

get a correlation that if retailers adopt a push based strategy because of higher margins.

It is seen that majority of the retailers think that the margins offered by the company

are good enough as compared to other competitor brands.

0

5

10

15

20

25

30

35

40

45

Brand Ambassador Field

Film

Sports

Model

Other

QUESTIONNAIRE

1) How many SKU’ s you keep in your store?

1. 1-2 2.3-4 3.5-6 4.more than 6

2) Do you find packaging of product attractive?

1. Yes 2. No

3) Which category do you think will be the fast selling category of the Super-Max?

1. System and disposables 2.Double edge blades 3.Toiletries 4.Accessories

4) Why do you think consumer buy Super-Max product?

1. Brand name 2. Affordable 3.Features 4.Other

5) Do you think the promotional activities are sufficient for Super-max to sell the product?

1. Yes 2.No

6) Which promotional activity do you think would be the most effective?

1. Schemes to consumer 2.Banners/hoardings 3.Newspaper ad 4.Television ad

7) Do you think company needs brand ambassador to promote a product if yes,

from which field ?

1. Film 2.Sports 3.Model 4. Other

8) Is margin given by the Super-Max sufficient?

1.Yes 2.No

9) Which Super-Max razor moves fast in the market?

1. Twin blade 2. Triple blade 3. Four blade .

10) How do you compare the margins of Super-Max viz-a-viz other competitor brands?

1.Good 2.Adequate 3.Poor

FINDINGS

Super-Max products are available and are stocked by retailers in most of the retail outlets

visited. This proves the fact Super-Max is an established brand in the market.

According to the retailers the twin blade system razor SII is one of the most demanded

and fastest moving product.

Retailers think that the System & Disposable products of Super-Max have a good scope

in the future because the orientation of the customers is changing towards them rather

than the double edged blades. Eg:- Supermax3 triple blade disposable razor is higly

popular and is moving fast in the market.

Medical/Chemist shops prefer keeping system & disposable razors, toiletries etc which

give them high margin.

On an average, retailers prefer to keep 3-4 SKU’s in their outlet so as to satisfy the varied

demands of their customers.

Out of all the retailers who do not stock Super-Max, most of them ready to do so if their

suggestions are taken care of.

Many Retailers find the packaging of the Super-Max product very attractive. But they are

concerned about the reliability of the packaging.

Retailers insisted upon putting more efforts in Advertising, especially the Retail range

should be properly promoted in the market.

Best way to promote the FMCG product is Television advertisement. It has the widest

coverage of all and the highest product recall.

It is seen that majority of the retailers think that the margins offered by the company are

good enough as compared to other competitor brands.

RECOMMENDATIONS

The company should Provide Product Display Stands so as to effectively catch the end

customer’s attention.

To increase distribution, the FSE’s should have a regular target for opening a new outlet

in the area.

Regular training sessions should be held for Field sales executives & DSM which will

update their product knowledge and boost their confidence in selling the products.

Super-Max should offer a mix of financial and non-financial benefits to channel members

like annual trips for the retailers, get-togethers, insurance policies, newspaper/cable TV

advertisements.

Apart from consumer sales promotional activities, company should take part in trade

promotional activities like trade shows, exhibitions, Point-of-purchase displays eg:-

Gondolas , kiosks in retail malls

Incentivize sales staff’s compensation structure to increase their motivation level.

Company should Advertise the products in all possible media eg: TV, radio, hoardings,

newspapers, internet, especially the Retail range should be properly promoted in the

market.

Retailers should be educated about the high margins offered by Super-Max so that they

are motivated to push the premium range of Super-Max products like After shave, Foam,

shaving cream and other system shaving products.

Retailer meets should be organized frequently so as to maintain a healthy relation with

them.