Local Marketing- Presentn Snells

8/22/2019 Local Marketing- Presentn Snells

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Marketing Audit Of Marketing MixDomestic Trade


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PLACE


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Place (Distribution)

Hem Follows a 3 Level Distributionchannel.

Manufacturer>>Distributor>>Retailer>>Customer

The company has got a gooddistributor base.

The margin of safety of distributors isgood enough to respond to any Fad.


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Distribution Related Issues

The reach of the intermediaries islimited to the big retailers.

The company does not take effectivefeed back from the retailers, aboutany problems related to supplies.


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Analysis

The distributors generally dont payemphasis on small retailers, whereas thereare large number of small retailers in thecountry and the competitors are cashing

on this opportunity. Although the company has a policy of

taking feedbacks from retailers, ironicallythe policy is not deployed.

The distributors and retailers do not passon the benefits such as schemes, to therelatively smaller retailers, and theseschemes are absorbed by the

Distributors/Whole sellers.


6/25

Recommendations

The company must ensure completeleadership position by taking into accountthe contributions of small retailers also,

hence supplying to the small retailers also. The company must take measures to

ensure that the co. Representatives dotake effective feedback from the retailers,

to avoid Channel Conflicts. The company must try and maintain

transparency in transactions by providinginformation to the retailers regarding

schemes.


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PROMOTION


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Promotion

The company has been an activepromoter of their products.

The company Advertises mostly all of

its brands effectively catering to allits target customers.

Current promotion that is been going

on is Umbrella free on 60Kgs


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Tag Line

Pioneers of some very famous &appealing tagline such as:

Sabse Alag Sabse Nirali


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ADVERTISEMENT & PROMOTIONAL BUDGET

TOTAL BUDGET PLAN- Rs. 30LAKHS

BUDGET ALLOCATION

OUTDOOR PROMOTION 20,00,000

SALES PROMOTION 10,00,000


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Promotion Mix

OUTDOOR ADVERTISEMENT

POINT OF PURCHASE

PUBLIC/CUSTOMER RELATION

PRINT MEDIA

KALNIRNAYA CALENDAR PRINT

RADIO/FM CHANNELS

SAMPLINGMISCELLANEOUS


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Train boards

Hoardings

Print Media etc.

Customer Survey regarding our promotion


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Discovery No of respondent Percentage

Advertisement 51 64%

Mouth publicity 5 6%

Saw in the shop 18 23%

Other 6 7%

Total 80 100%

64%6%

23%

7%

Advertisement

Mouth publicity

Saw in the shop

Other


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Promotion Related Issues

In spite of, Company spending onpromotion Some of its productssuch as Dhoop sticks, Pouch, Gift

Box are not being promoted.Anubhuti (Natural Incense)

inspite of heavy promotion has

not been able to grab a goodmarket share.


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Recommendations

The company must promote its older brandslike Pama, Dagina, Diwali & Precious range,so that the decline stage in the PLC of theseproducts may be post-pounded.

The 4 Products must be promoted at theretailer counter, rather than spending heavilyon the declining products

OR

The product must be excluded from the

product mix of the company to save costs.


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Recommendations contd

Masala Range needs to beactively Advertised &simultaneously more efforts must

be made to promote Masala atthe sales outlets as many buyingdecisions are influenced at thepoint of sales, and also mostbuying decisions for Incensesticks are made at impulse.


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Online Promotion


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Sales force


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Organization Chart

Director

NSM

RSM

ASM

SalesSupervisor

SalesOfficer


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2002-2003 2004-2005 2006-2007 2008-2009 2010-20110

100

200

300

400

500

600

172

163

206

188

206 208

263

340

399

50

MUMBAI

RS IN LAKHS26.38%

-8.74%

9.57%

0.97% 26.44%

29.28%

17.35%

26.32%

-5.23%


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Total calls and Productive calls April 2013

0

200

400

600

800

1000

1200

1400

PRESENT DAYS

PRESENT DAYS

TOTAL CALLS

PRO. CALLS


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Process


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Customer complaints


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Thank You


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Local Marketing- Presentn Snells

Documents

Transcript of Local Marketing- Presentn Snells