Mahesh Summer Project for wipro

MMS Programme

CHAPTER

COMPANY PROFILE

Leadership:

Chairman Azim.H.Premji

Chief Executive Officer T.K Kurien -CEO, IT Business and Executive

Chief Financial Officer Suresh Senapaty - CFO and Executive Director

Wipro Limited (Wipro), incorporated on December 29, 1945, is a global information technology

(IT) services company. Wipro provides a range of IT services, software solutions and research

and development services in the areas of hardware and software design to companies worldwide.

The Company uses its development centers located in India and worldwide, quality processes

and global resource pool to provide IT solutions and deliver time-to-market and time-to-

development advantages to its clients. It also provides business process outsourcing (BPO)

services.

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The Company operates in three segments:

1. IT Services business segment,

2. IT Products business segment and

3. Consumer Care and Lighting business segment.

1.1 Business Divisions Of Wipro

Wipro IT

Wipro Technologies, the global IT business of Wipro Limited is a leading Information

Technology, consulting and outsourcing company with a comprehensive portfolio of services

and an organization wide commitment to sustainability and innovation. The IT Products segment

sells a range of Wipro personal desktop computers, Wipro servers and Wipro notebooks. It is

also a value added reseller of desktops, servers, notebooks, storage products, networking

solutions and packaged software for international brands.

Wipro entered into the technology business in 1981 and has over 130,000 employees and clients

across 54 countries today. IT revenues stood at $ 5.9 billion for the year ended March 31, 2012

with a repeat business ratio of over 95%. Wipro Technologies enables clients to respond and

change according to business needs, to “do business better” and be future-ready.It provides IT

services, outsourced R&D, infrastructure services, business process services and business

consulting. The business model at Wipro Technologies Ltd is an industry aligned customer

facing model which gives greater understanding of customers’ businesses to build industry

specific solutions.

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Wipro Consumer Care & Lighting

Wipro Consumer Care and Lighting (WCCLG), a business unit of Wipro Limited operates in the

FMCG segment offering a wide range of consumable commodities. Established in 1945, the first

product to be introduced by WCCLG was vegetable oil, later popularized under the brand name

'Sunflower Vanaspati . It offers personal care products, such as Wipro Baby Soft and Wipro

Safewash, toilet soaps like Santoor and Chandrika and international brands like Yardley. Its

portfolio of lighting solutions includes products like Smartlite CFL LED, emergency lights and

more. Through its customer-centric products and acquisitions, Wipro Consumer Care and

Lighting has become a fast growing company in the FMCG segment.

Wipro Infrastructure Engineering

Wipro Infrastructure Engineering is the hydraulics business division of Wipro Limited and has

been in the business of manufacturing hydraulic cylinders, truck cylinders, and their components

and solutions since 1976. This division delivers hydraulic cylinders to international OEMs and

represents the Kawasaki, Sun Hydraulics and Teijin Seikirange of hydraulic products in India. It

has entered into partnerships with companies like Kawasaki and aerospace giant EADS. The

commitment to quality has made Wipro Infrastructure Engineering the second largest

independent manufacturer of cylinders in the world. The company has recently ventured into

water treatment systems and solutions to cater to the needs of various industries.

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Wipro GE Medical Systems Limited

Wipro GE Medical Systems Limited is Wipro’s joint venture with GE Healthcare South Asia. It

is engaged in the research and development of advanced solutions to cater to patient and

customer needs in healthcare. This partnership, which began in 1990 today includes offerings

like gadgets and equipment for diagnostics, healthcare IT solutions and services to help

healthcare professionals combat cancer, heart disease and other ailments. There is complete

adherence to Six Sigma quality standards in all products.

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1.2 Spirit of Wipro

The Spirit of Wipro is the core of Wipro... the Spirit is rooted in current reality, but it also

represents what Wipro aspires to be thus making it future active. The Spirit is an indivisible

synthesisof all three statements. It means manifesting Intensity to Win, acting with sensitivity

and being unyielding on integrity all the time.

Make customers successful. Team, Innovate, Excel.

•This is the desire to stretch, to achieve that which seems beyond our grasp. This is aiming for

maximum. This is the ardour to do our best, the hunger to be the best. This is the devotion to

challenging our limits, it is about realizing our potential, and about expanding our potential.

•It is not about winning at all costs. It is not about winning every time. It is not about winning at

the expense of others.

•It is about working together to create synergy. It is realising that I win when my team wins; my

team wins when Wipro wins; and Wipro wins when its customers win, when its stakeholders

win.

•It is about innovating all the time. It is a continuous endeavour to do better than last time.

•It is the Spirit of fortitude, the Spirit of never letting go… ever.

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Respect for the individual. Thoughtful and responsible.

•At its highest vision, respect for the individual is unqualified. The core of this sensitivity lies in

understanding that every being, however different, is equal. The spirit of democracy underlies

our notion of sensitivity… we believe in a society where each citizen sees the ethic of equity, the

essentiality of diversity, the ethos of justice, and is thus driven to social action. It is seeing each

of us is inextricably embedded in the same social fabric.

•The other source of respect is trust. Trusting that every individual is driven by learning, that

each individual would like to grow, that every individual strives for a meaningful life and is

intrinsically driven to do his/her best. Therefore, true respect means creating conditions in which

every individual grows to realise his/her promise and potential.

•We are responsible for, and have an obligation to live in harmony with, our ecological

environment. We should actively act to preserve nature, and refrain from any action that harms

ecology.

•Thus, when I act with thoughtfulness, act responsibly, act with empathy… I act with sensitivity.

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Delivering on commitments. Honesty and fairness in action.

•Integrity is a commitment to searching for and acting on the truth. “Truth” is a word with many

manifestations – it means keeping one’s word; it also means understanding and realising one’s

highest vision of oneself.

•On integrity, there will be no compromise… we will always act to establish the foremost

standards of honesty and fairness.

•Integrity is a beacon. It is what guides us, gives us direction… it is not a straitjacketing laundry

list of do’s and don’ts.

•Integrity is being ethical beyond doubt. It is living the law of the land in spirit. It is what will

give us the confidence to stand up to any scrutiny.

The Spirit is an indivisible synthesis of all three statements and means manifesting the three

values all the time. Wipro organizes the Spirit of Wipro Run every year in which employees and

families are encouraged to participate to celebrate the Wipro spirit. In 2011, this run was

organized over a period of 24 hours across 11 cities in India and 45 overseas locations across

five continents – a first in the run’s six year history.In its 7th year, the Spirit of Wipro run is

being held in more than 82 cities across the world with more than 40000 registered runners. The

run is scheduled to be held on 15 September 2012.

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1.3 Range Of Products :

Santoor Glucovita

Santoor Talc Sanjeevani Honey

Santoor Handwash Enchanteur

Santoor Facewash Sweet n Healthy

Santoor EnhanceWipro Shikakai

Santoor DeoRomano

Chandrika Wipro Baby Soft

Chandrika Handwash Yardley

Chandrika FacewashTablelamps

Sunflower Vanaspati

Smartlite CFLDomestic Fixtures

FTLLED Downlighters

Safelite GLSLED/ Emergency lanterns

Wide Range Of Product

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1.4 Wipro’s Ranking Among Top 20 FMCG Companies in India

Hindustan Unilever Ltd.

ITC (Indian Tobacco Company)

Nestlé India

GCMMF (AMUL)

Dabur India Ltd

Asian Paints (India)

Cadbury India

Britannia Industries Ltd.

Procter & Gamble Hygiene and Health Care

Marico Industries Ltd.

Colgate-Palmolive (India) Ltd.

Gillette India Ltd.

Godfrey Phillips

Henkel Spic

Johnson & Johnson

Wipro

Nirma Ltd

Amul IndiaGodrej Consumer Products Ltd

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1.5 Milestones

1947 - Establishment of an Oil crushing unit at Amalner in Maharashtra

1970 - Manufacture of Hydrogenated cooking (Vanaspati) medium at Amalner

1982 - Introduced Flexi Packs for Hydrogenated cooking medium - a first in India

1986 - Santoor soap launched

1991 - Wipro Lighting established

1991 - Wipro Baby Soft Products launched

1999 - Launch of Wipro Active

2003 - Launch of Wipro Safewash

2003 - Glucovita acquired

2003 - Chandrika Marketing Rights obtained

2004 - Launch of SantoorFacewash and Cream

2005-06 Amongst the fastest growing FMCG companies

2006 - Acquisition of North West Switches

2007 – Acquisition of Unza, One of the leading companies of South East Asia, in personal care

business.

2009 – Relaunch of Santoor. WCCLG Revenues cross Rs. 2000 Cr.

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2.1) TASK IDENTIFICATION

The segment which I was allotted was of Consumer Care and Lighting

Wipro’s Consumer Care and Lighting (CCL) business segment focuses on market segments in

personal care in specific geographies in Asia, the Middle East and Africa, as well as office

solutions in India. The Company leverages its brands and distribution strengths to sustain a

profitable presence in the personal care sector, including personal wash, fragrances, hair and skin

care, male toiletries and household lighting and office products. Its office solutions include

lighting products, modular switches, modular furniture and security solutions. Its Santoor soap

brand is the soap category brand, and its Safi brand is the Halal toiletries brand in Malaysia. Its

Yardley brand operates in the Middle East in the luxury segment of personal care.

The Company’s range of personal care products includes deodorants and fragrances, hair

care, bath and shower, skin care and other personal care products. The Company has focused on

consolidating its brand portfolio and has about 34 brands, including Yardley, Enchanteur, Safi,

Eversoft and Romano.

Its product lines include soaps and toiletries, as well as baby products, all produced using

ethnic ingredients. Its umbrella brands include Santoor, Chandrika, Wipro Active and Wipro

Baby Soft, a range of infant and child care products that includes soap, talcum powder, oil,

diapers and feeding bottles and wellness products.

The Company’s product line includes modular switches, incandescent light bulbs, compact

fluorescent lamps and luminaries. It operates both in commercial and retail markets. It has also

developed commercial lighting solutions for pharmaceutical production centers, retail stores,

software development centers and other industries. It also offers security solutions for household

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and institutional consumers. Its modular furniture is for office use and includes workstations,

storage and chairs. Its product range includes premium workstations and seating systems

designed by international designers. It operates both in commercial and retail markets. It sells its

products to software development centers, banks and financial institutions, insurance companies

and manufacturing companies who are in the process of setting up new facilities or expanding

their current workspaces.

The Company markets and sells its personal care products through a host of distribution

channels, which include modern retail outlets, hypermarts, supermarts, traditional retailers, van

operators and wholesalers. It sells and markets the consumer care products primarily through its

distribution network in India, which has access to over 4,000 distributors and approximately 1.9

million retail outlets throughout the country. It sells a portion of its lighting products to major

industrial and commercial customers through its direct sales force, from 34 sales offices located

throughout India.

The Company competes with Unilever, Proctor and Gamble, Johnson & Johnson, L’Oreal,

ITC (FMCG), Reckitt Benckiser, Godrej, Philips, General Electric, Havells, Bajaj, Crompton and

BP Ergo.

Wipro Ltd. is today among the top business conglomerates in the world. With a $ 5 Billion

turnover, it has diverse interests ranging from Information Technology to Infrastructure

Engineering and Consumer Care. Wipro has a presence across 50 countries and employee

strength of over 94000 employees worldwide from over 50 nationalities.

Wipro Consumer Care and Lighting is today among the top 10 FMCG companies and amongst

the Fastest Growing FMCG companies in India. It has a presence in over 40 countries with over

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6500 employees worldwide. Wipro has 8 production plants in India and 5 overseas. The business

segments within WCCLG include Consumer Care, Trade Lighting, Commercial and Institutional

Lighting, Furniture, North West Switch Gear and with the acquisition of Unza in 2007, company

has now acquired a global footprint.

Wipro’s organic growth has been led by growth in toilet soaps, domestic and institutional

lighting and office furniture. Wipro has also gained from new launches Wipro Safewash,

Santoorhandwash, SantoorFacewash, Wipro Sanjeevini honey, Wipro Sweet N Healthy.

Amongst the acquired brands, Glucovita and Chandrika have shown excellent growth with new

variants, brand extensions and brand enhancements. Acquisition in the institutional business

segment includes North West Switches.

Focus on customer needs with distinctive offerings, supported by an able distribution system has

contributed to the growth of Wipro.

The task which was allotted to me was of Project Traineewith respect to Wipro Star

Outlets (WSO) i.e. of examining the sale prospects & display layouts for Santoor& Non-

Santoor products viz.

1) Santoor Soap

2) Santoor white

3) SantoorDeo

4) SantoorHandwash

5) Santoorfacewash

6) Wipor CFL

7) Wipro Talc

8) Wipro Shikakai

9) Wipro Sunflower

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2.2) AREA COVERAGE

Total 1,074 Star Outlets in Mumbai

Mumbai 1 Mumbai 2

Central

Navi Mumbai Western

(UptoPanvel-Vasai)

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Chapter 3) Work profile Objectives

.

3.1) To determine availability of windows for allotted brands :

This being the important aspect of products’ display at the retail outlets, it was required to be checked in accordance with the criteria set for the same.

3.2) To ascertain availability of Brands & SKUs :

Wherein the task was to ascertain the demand & supply elements related to various brands & SKUs of Wipro in the allotted region & to find out the reasons related non-availability of brands at the stores.

3.3) To identify execution of implemented schemes for retailers

3.4) To stimulate appointed staff (3rd parties) to arrange the company’s products display as per the set criteria & to make best use of assigned resources for the same

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3.1) LIMITATION:

The study have been completed in 45 days, this is not sufficient time to do a

survey in big cities like Mumbai – central, western and harbor..

The sample size chosen is limited to 363 outlets; the study may not be

applicable to the total market.

Hence the data collected may not be a representation of the entire

population.

There is a possibility of biased answer from the respondents; hence the

information collected might not be an accurate one.

The study has been done in certain areas of Mumbai.

The findings are regional and do not represent the state or country.

As the market being very huge it was not possible to cover each and every

area.

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3.2) RESEARCH METHOLOGY -Research Objective:

The object of this research conducted by me is a part of the market research programme of

WIPROLTD and is an attempt to get an idea and analysis about the sale promotional activities

and their effectiveness on sales. This survey is essentially like a mirror which will reflect need of

sale promotional activities to increase the sale of company.

With the growing need of not only retaining the market share but also increasing the share in the

market it is of utmost impotence that the companies must possess maximum information about

their customer as well as of those which are likely to be their customer in future, their

expectations, their demands for quality and services so that the company can make regular

improvement in the quality of product and services it is offering for the customers.

In order to enhance the sales the company will really have to keep in mind that “the customer is

the king” and should be given what he demands, what he ask for.

I survey many areas, interacted with many retailers from various areas in Mumbai . I tried to

know and analyze many things about WIPRO LTD. sales promotional activities& their

merchandising activities.

Therefore I think survey will provide essential guidelines to the company for deciding and

implementing future policies, so as to increase market share and give competitive edge over its

competitors.

Meaning of Research:

“Research is defined as the systematic and objective search for and analysis of information

relevant to the identification and solution of any problem.”

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Role of Research:

Research is a systematic collection and analysis of information that is ultimately used in evolving

decisions. All the stages in research must be carried out in logical manner. It should also ensure

objectivity in every step. Research must not be a mere collection of statistical information. One

must justify the choice of methodology of data collection and analysis. And research must not be

too preoccupied with techniques, but instead convey the meaning of the results in marketing

terms even when some advanced sophisticated or advanced tools is used.

Marketing Research:

Marketing research plays an important role in the process of marketing. It helps the firm to

acquire a better understanding of the consumer competition and the marketing environment.

Definition:

“Marketing research is a systematic gathering, recording and analysis marketing problem to

facilitate decision making.”

- Coundiff& Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the

purpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler

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Research Process:

Research exercise may take many forms but systematic enquiry is features common to all such

forms. Being a systematic enquiry, it requires careful planning of the orderly investigation

process

.

Stages in the research process:

In planning and designing a specific research project, it is necessary to anticipate all the steps

that must be undertaken if the project is to be successful in collecting valid and reliable

information.

The steps of marketing research process are highlighted in the following flow diagram.

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Defining Problem

Statement of research objective

Planning research design

Collect the data

Analyze the data

Formulation of conclusion

Prepare and present the

report

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1. Defining the problem

Clear problem definition is of crucial importance in research in terms of both time & money. It is

rightly said that “a problem well defined is half solved”. Careful attention to problem definition

allows the researcher to set the proper research objectives, which in turn facilitate relevant and

economic data, collection.

2. Statement of the research objectives

After clarifying and identifying the research problem with or without exploratory research, the

research must a formal statement of research objectives.

Research objectives may be stated in qualitative or quantitative term and expressed as research

question statement or hypothesis.

3. Planning a research design

Once the research problem been defined and the objectives decided, the research design must be

developed. A market design is a master plan specifying the procedure for collecting and

analyzing the needed information. It represents a framework for the research action. The

researcher must at these stages also determine the type source of information deeded, the data

collection methods, the sampling methodology and the data timing and possible costs of the

research.

4. Collecting the data

The data collection process follows the information of research design including the sample plan.

Data, which can be secondary or primary, can be collect using variety of tools. These tools are

classified into two broad categories, the observation method and the survey methods, all of

which have inherent advantages and limitations.

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I) Primary Data:

In most research areas, field survey is commonly used to collect primary data from the

respondents. Surveys can be

1) Personal.

2) By mail

3) Telephonic

It is common practice to use structured questionnaires prepared in advanced, to elicit the

necessary from the respondents. Whether it is personal or mail survey, it is necessary to design

suitable questionnaire, conduct a pilot survey and undertake a pre-testing of the questionnaire.

Whereas in my project report I have collected primary data by personally visiting 363 outlets

from various area of Mumbai.

Overview of outlets which have been considered while collecting the primery data they are as

follows:

DADAR MALAD (W) MULUND (W) AIROLI(W),RABALE

DADAR,PAREL JOGESHWARI (E) BHANDUP KOPARKHARANE,

GHANSOLI,

SION,BYCULLA MALAD (E) MULUND (E) TURBHE,VASHI

VAITIWADI,

KAJUWADI

BHAYANDER,MIRAROAD KANJOOR MARG (E) NERUL,JUINAGAR,

SANPADA

MANPADA,BRAHMAND KURLA (W.) GHATKOPAR (W) KHARGHAR

VARTAKNAGAR,

YASHODHNNAGAR

MANORAMANAGAR,

VASANTVIHAR

KISANNAGAR,

CHECKNAKA

INDIRANAGAR,

SHRINAGAR

II) Secondary Data:

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Secondary data means data that are already available, it means which have already been

collected and analysed by someone else. When research utilizes secondary data, research has to

look into various sources from where researcher can obtain data; usually data published is

available in

1. Technical & trade journals;

2. Books, magazines and newspapers;

3. Reports and publications of various associations connected with business and

industry;

4. Reports prepared by research scholars, universities, economist, etc. in

different field;

5. Public records and statistics, historical documents and other sources of

publication information.

5. Data analysis & processing

Data processing begins with the editing of the data and coding process, tabulation and drawing

statistical inferences Analyses represent the application of logic to the understanding of the

collected about the subject. The appropriate analytical tool chosen depend on information

requirement of the problem, characteristics of the research design & the nature of data gathered.

6. Formulating conclusion, preparing the report

The final stage in the research process is that of interpreting the information and drawing

conclusions for use in managerial decisions. The research report should effectively communicate

the research findings and need not necessarily include complicated statement about the technical

aspects of the study and research methods.

Research Design:

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A research design is a blueprint prepared depending on various types of blueprints available for

the collection, measurement and analysis of data. Every research design must have a scientific

base to achieve the desire objectives.

A research design is a master plan or model for the conduct of formal investigation and survey. It

decides the source of information and methods of gathering data. A questionnaire or other forms

are tested to use for collection of data. Sample design is to be selected. Good research design

insure that the information obtained is relevant to the research question and that is collected by

objectives since Research Design is simply framework or plan for a blueprint is followed in

completing the research study.

Research Design decision should be in the following order:

What is the study about?

Why the study is being carried out?

Where the study would carry out?

What type of plan is required?

Where can be the required data found?

What period of time shall the study include?

How shall be the sample design?

What method/technique of data collection will be used?

How will the data be analyzed?

In what style shall the report be prepared?

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3.3) Merchandising management

Retail Merchandising is the process of developing, securing, pricing, supporting and

communicating the retailer’s merchandise offering. It means offering the right product at the

right time at the right price with the right appeal!!

Retail Merchandising refers to the various activities which contribute to the sale of products to

the consumers for their end use. Every retail store has its own line of merchandise to offer to the

customers. The display of the merchandise plays an important role in attracting the customers

into the store and prompting them to purchase as well.

Merchandising helps in the attractive display of the products at the store in order to increase their

sale and generate revenues for the retail store.

Merchandising helps in the sensible presentation of the products available for sale to entice the

customers and make them a brand loyalist.

Promotional Merchandising

The ways the products are displayed and stocked on the shelves play an important role in

influencing the buying behavior of the individuals.

A merchandiser maximizes the sale of the products by:

Attractive packaging

The packaging of the merchandise goes a long way in improving the brand value of the product.

A product kept in a nice box would definitely catch the attention of the customers.

Impressive presentation of the Product

The display of the products at the retail store must entice the customers. The merchandiser in

coordination with the store manager must ensure that the products are according to the season as

well as latest trends.

The merchandiser must:

Source something which is unique and not available at any other retail store.

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Never compromise on quality of the merchandise. Compromising on quality costs later.

Source merchandise as per the season and climate.

Unique Pricing (Discounts)

Attractive prices, discounts, rebates also bring customers to the store.

Promotional schemes, gifts

Coupons and attractive gifts make shopping a pleasurable experience for the customers.

The merchandiser ideally works on the “invariant right” principle.

Since most of us are right handed, it is a common tendency that customers entering into retail

store would first go towards the right side of the store. The merchandiser should display the

unique and expensive collections on the right side of the store to entice the customers.

The set up of the store should be such that once a customer enters into a store, he has to walk

through each and every department.

The shelves should be stocked with the latest trends. The merchandise should be well organized

on the racks according to their size and pattern.

It is the key responsibility of the merchandiser to create an attractive display to pull the

customers into the store. Once the customer steps into the store, he would definitely buy

something or the other.

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To determine availability of windows for allotted brands :

a.Organised View For display:

b. Unorganized Display of products:

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In order to evaluate the identified objectives the analysis has been done on the basis of

following tabular data :

Data analysis and interpretation plays an important role in turning quantity of paper into

Defensible , actionable sets of conclusions and reports. It is actually a set of method and

technique that can be used to obtain information and insights from data.

It can lead the researcher to get information and insights that would not be available. It

can help to avoid erroneous judgments and conclusion. It can provide a background to help

interpret and understand analysis conducted by others. Knowledge of power of data analysis

techniques can constructively influence research objectives and research design.

Data analysis can be a powerful aid to gain useful knowledge from the data collected.

Data analysis has the potential to ruin a well-designed study. Inappropriate or misused data

analysis can suggest judgments and conclusions that are unclear and incomplete.

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5.1) Tabular representation of merchandising and Brands & SKU’s available at Wipro’s

star outlets

The table given below shows number of brands & sku’s available at each star outlet in respective

area.The minimum requirement of brands & sku’s is 8 & 24 respectively.

But in certain outlets, the required availability was not maintained & those outlets are thus

termed as defected outlets.

DATE WORKED AT

NO. OF OUTLETS DEFECTED

OUTLETS

BRANDS SKUs

5/3/2012 DADAR3 1 8 22

5/4/2012 DADAR,PAREL15 2 8 21

5/5/2012 SION,BYCULLA12 1 7 22

6-May

5/7/2012 MULUND (W)8 2 7 23

5/8/2012 BHANDUP7 4 7 21

5/9/2012MULUND (E)

8 1 6 22

5/10/2012 KANJOOR MARG (E)20 0 8 27

5/11/2012 GHATKOPAR (W)15 3 7 24

5/12/2012SEAWOODS DHARAVE,BELAPUR 12 4 5 15

13-May

5/14/2012AIROLI(W),RABALE

21 4 7 12

5/15/2012KOPARKHARANE,GHANSOLI,TURBHE,VASHI

12 5 7 10

5/16/2012

NERUL,JUINAGAR,SANPADA12 4

6 11

5/17/2012 KHARGHAR 7 3 6 10

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5/18/2012GOREGAV (E)

7 2 6 22

5/19/2012

GOREGAV(W) 11 2 7 23

20-May

5/21/2012MALAD (W)

12 6 7 22

5/22/2012

5/23/2012 JOGESHWARI (E)16 5 6 21

5/24/2012 MALAD (E)15 5 7 22

5/25/2012 BHAYANDER,MIRAROAD 12 5 7 22

5/26/2012GOREGAV (W) 11 1 7 23

27-May

5/28/2012 KURLA (W.)15 5 7 21

5/29/2012 3rd PAYROOL DADAR

5/30/2012 DOMBIVALI(E)12 3 7 23

5/31/2012 DOMBIVALI(W)12 4 8 21

6/1/2012 BADLAPUR19 4 7 22

6/2/2012 INDIRANAGAR,SHRINAGAR19 3 7 23

3-Jun

6/4/2012 VAITIWADI,KAJUWADI10 3 7 22

6/5/2012 MANPADA,BRAHMAND10 2 7 23

6/6/2012VARTAKNAGAR,YASHODHNNAGAR

18 2 8 26

6/7/2012 MANORAMANAGAR,VASANTVIHAR10 2 8 23

6/8/2012 KISANNAGAR,CHECKNAKA13 1 8 26

6/9/2012 INDIRANAGAR,SHRINAGAR 14 2 7 24

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10-Jun



6/13/2012 VARTAKNAGAR,YASHODHNNAGAR18 3 8 26




17-Jun







24-Jun







1-Jul


363 86

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5.2) Assessment of Merchandising activities

Areas No. Of Outlets DefectedOutlets

PercentageOf Defected Outlets

Mumbai 1

Mumbai 2

103 30 29.13 %

260 56 21.54%

MUMBAI 1

South Mumbai

Western Mumbai30 4 13.33%

73 26 35.62 %

MUMBAI 2

Central

Navi Mumbai

196 36 18.37%

64 20 31.25%

interpretation:

The above table shows assessment of merchandising activities with respect to total outlets &

number of outlets defective among them. The percentages drawn from the same also reveal the

level of importance given to such activities in various areas.

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The same has been represented further using pie diagrams.

5.2(A)Merchandising Assessment for Mumbai 1 & 2

All the pie diagrams given below reveal the percentages of merchandising activities carried

out in various areas. The required corrective measures can be taken in order to upgrade the same.

Mumbai 1Mumbai 2Remaining

29.13 %

21.54%

49.33 %

Interpretation :

This is a diagrammatic representation about the number of outlets visited to analyze the merchandising activity conducted in this outlet.

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5.2 (B) Merchandising Assessment for Mumbai 1

South MumbaiWestern MumbaiRemaining

13.33%

35.62 %51.05 %

Interpretation :

In this analysis I found that 13.33 % of south mumbai and 35.62 % of western Mumbai which comes under Mumbai 1 is found to be defective. Whereas 51.05 % are found effective.

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5.2 ( C )Merchandising Assessment for Mumbai 2

CentralNavi Mumbai Remaining

18.37 %

31.25 %

50.38%

Interpretation :

In this analysis I found that 18.37 % of central mumbai and 31.25 % of navi Mumbai which comes under Mumbai 2 is found to be defective. Whereas 50.38 % are found effective.

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MUMBAI

Mumbai 189.58 % brands available

&90.96 % SKUs available

Mumbai 269.58% brands available


South Mumbai 95.83 % brands available


Western Mumbai 83.33% brands available&

91.67% SKUs available

Central90.83 % brands available


Navi Mumbai48.33 % brands available


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5.3) Availability of Brands & SKUs in various areas

The percentages disclose the relationship with regards to criteria of having

- Minimum 8 Brands &

- Minimum 24 SKUs

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Interpretation

In brief, it reveals the relationship between the demand for brands & supply of the same

made by Stock Keeping Units in various areas. As I came across various practicalities

during my working hours & on the basis of interpretation of entire data it could be said

that there has to be balance between demand for particular brands & Stock keeping Units

supplying such required brands in various areasas retaining the consumer is also of

utmost importance like creating the customer.

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5.4) Assessment of window layout This is for how the retaiers are utilizing the windows that are properly or they are just taking money from wipro and utilizing the windows with respective manner.Used=Properly utilized ,Not used properly=Full with stock of santoor,Mixed=With wipro and other companies products,Vacant= Empty window.

Area Used Not used properly

Mixed vacant Total windows

DADAR 2 1 3DADAR,PAREL 13 2 15SION,BYCULLA 11 1 12

MULUND (W) 6 2 8BHANDUP 3 2 2 7MULUND (E) 7 1 8KANJOOR MARG (E) 20 20GHATKOPAR (W) 12 2 1 15SEAWOODS DHARAVE,BELAPUR 9 2 2 12

AIROLI(W),RABALE 17 1 1 3 21KOPARKHARANE,GHANSOLI,TURBHE,VASHI 7 2 3 12NERUL,JUINAGAR,SANPADA 8 1 1 2 12KHARGHAR 4 3 7GOREGAV (E) 5 2 7GOREGAV WEST 9 2 11

MALAD (W) 7 1 4 12JOGESHWARI (E) 11 2 2 1 16MALAD (E) 10 3 2 15BHAYANDER,MIRAROAD 7 4 1 12

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KURLA (W.) 10 4 1 15

VAITIWADI,KAJUWADI 7 2 1 10

MANPADA,BRAHMAND 8 2 10

VARTAKNAGAR,YASHODHNNAGAR 16 1 1 18

MANORAMANAGAR,VASANTVIHAR 8 1 1 10

KISANNAGAR,CHECKNAKA 10 1 1 1 13

INDIRANAGAR,SHRINAGAR 11 1 2 14

5.4(A)Assessment of window layouts available at various outlets

Area UsedNot used properly Mixed Vacant

South Mumbai 26 - 4 -

Western 49 10 11 7

Central 118 3 14 7

Navi Mumbai 45 2 6 13

5.4(B ) Bar diagram indicating assessment above data

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South Mumbai Western Central Navi Mumbai0

20

40

60

80

100

120

140

160

VacantMixedNot used properlyUsed

5.4 ( C )Analysis of the above tabular data has been made in the following ways

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Mumbai 2

62.69 % used properly

&

37.31 % defective

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Interpretation :

Mumbai 1 – in mumbai 1 72.82% window display was accurate whereas there was 27.18% was found defective in my survey and in Mumbai 2 62.69 % window display was accurate and 37.31 % was defective .

6) Brand Awarness Survey:

A survey of 150 Wipro star outlets was taken for the brand and SKU’s awareness. Brand include

the manufacturing company i.e. Wipro and SKU’s includes the range of products manufactured

by the company. The below is the survey result

BRAND AND SKU’S AWARENESS

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South Mumbai


&

13.33 % defective

Western Mumbai


&

32.88% defective

Central


&

39.76% defective

NaviMumbai


&

29.87% defective

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Sr. No. Awareness No. of Respondents Percentage

1 Aware 141 94%

2 unaware 9 6%

A pie diagram representation of Brand and SKU’s awareness:

Interpretation

The overall brand awareness of wipro is 94% within the resopndants whereas unawareness is is

only 6%

7) Summer dhamaka

- As a measure to facilitate the purchase of Wipro products by retailers, under the scheme

Summer Dhamaka, certain benefits such as digitial camera, gift hamper, coolcase,

complimentary super saver pack were available to retailers in order to inculcate their

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6%

94%

AWARENESSUNAWARE AWARE

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interest to keep Wipro products on shelf. They got coupon on purchase of Rs 7500 min

which include Rs.5000 santoor and of Rs 2500 non santoor .

The main objective of the scheme “Summer Dhamaka” was to stimulate the sale of assigned

Wipro brands especially of certain non-santoor brands thereby conveying retailers regarding

the benefits which they will be getting after achieving the set targets.

Such benefits were in the form of Lucky draws to be taken out for them.

So the main practicality was into the timely execution of such schemes thereby avoiding

possible chances of failure while attracting retailers’ interest towards the same.

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Report Before the offer plan was implemented:

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14/05/2012 16/05/2012 17/05/2012 18/05/2012 19/05/2012 21/05/20120

5000

10000

15000

20000

25000

30000

35000

NSVTTV

NSV:NonSantoor Value

TTV:Total Value

X axis:total sales in rupees on respective date

Y axis:Reports at particular date( Highest TTV reaches till 30,000 & NSP below 5000 )

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Report After the offer plan was implemented:

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28/05/2012 30/05/2012 31/05/2012 1/6/2012 2/6/20120

10000

20000

30000

40000

50000

60000

70000

80000

NSVTTV

NSV:NonSantoor value

TTV:Total Value

X axis:total sales in rupees on respective date

Yaxis:Reports at particular date

(Highest TTV reaches till 70,000 and NSP till 10,000)

By comparing both the tables the earlier sale was till 30000 per day and after the introduction of the scheme summer dhamaka there was an increase

upto 70000 whereas to represent in percentage form there was a hike of 60 % in overall sales.

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8.1) Findings

In my survey I found out that the overall efficiency in merchandising activity conducted

by wipro for retilers in Mumbai was 49.33%.

The minmum criteria given to retiler by wipro was 8 brands and 24 sku’s but but I found

retilers are reluctant to change . Brands available 79.58% sku’s available 89.37%

The criteria of wipro was to have an windows display according to their specification

which means to have an 100 % accuracy as specified but it was found that the accuracy

lavel was 67.76 in Mumbai.

Inspite of conducting a several awareness activities the brand awareness of wipro is 94

% in Mumbai.

The scheme like summer dhamaka implemented by wipro was one of the most effective

scheme which helps to achive their market objective .

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8.2) Suggestions :

As I came across various practicalities during my working hours, I would like to give

suggestions which will add up to the performance of Wipro’s products in future :

The first & the foremost is with regards to area coverage allotted to Star outlet Salesmen

i.e. currently they are being provided with 12 to 15 outlets per day which can be increased to 20-

25 per day. This will help to have regular control over the products’ performance in various areas

& possible chances of failures can be identified continuously.

As witnessed the evidences from lot of retailers regarding lengthy replacement procedure for

outdated stock, it will be beneficial for the company if they arrange for the increased tasks of the

salesmen to various outlets because of which the company will be in a position to keep track on such

stock otherwise retailers may switch to other products if demand exceeds supply.

Secondly, during the execution of schemes designed for the retailers, timely evidences must

be given to them so as to convey the validity of such schemes to them which will inculcate their

interest towards company’s products.

In certain areas such as Retailers were not ready to buy few of the brands ( santoor white and

facewash ) , saying that there is no sufficient demand for the same in their area & the important

reason behind their refusal was with respect to lengthy replacement procedure which they were

supposed to follow if stock of such products gets outdated.

As the number of defected outlets are more in Mumbai 2 area, greater amount of control is

required to be exercised on merchandising activities in respective area.

Such control can be exercised by the salesmen through weekly follow-ups in order to make

sure that the Brand displays are being done properly.

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As I noticed in most of the outlets various other brands were also kept along with Wipro’s.

Such outlets will require greater amount of follow-up.

As far as products displays are concerned, lot of retailers were not arranging the displays up

to the mark i.e. most of them were keeping the Wipro products’ displays along with the products of

other company’s irrespective of paying them for the same. This particular aspect required adequate

consideration so as to give allotted space to Wipro’s products in order attract customers’ attention

especially towards the certain brands which were not so popular in certain areas. Apart from the

above noted benefit out of systematic & attractive shelf displays, one more benefit which I realized

is of retaining the customer’s attention towards the product.

It means, if such displays are being maintained by the respective staff then it adds up to

the customers’ knowledge regarding that particular product ?& eventually he lands up

being the first time purchaser for the same which can then be sustained through various

other offerings. Therefore, stimulating the appointed 3rd party staff to arrange for the attractive &

systematic displays was also of utmost priority towards achieving the objective of sales

enhancement.

Another practicality which I came across was unavailability of adequate number of

salesmen in the areas such as Kalyan, Badlapur, New Mumbai,Panvel etc. & even the stock were

not available in New Bombay area which ultimately affects the sales.

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9)BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, 12th Edition.

2. RajanSaxsena Marketing Management, 2nd Edition.

3. C.R.Kothari, Research Methodology, 2nd Edition.

4.www.wcclg.com (wipro consumer care and lighting)

5.wikipedia

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Mahesh Summer Project for wipro

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Transcript of Mahesh Summer Project for wipro