Sales Monitoring and Competition Analysis

8/4/2019 Sales Monitoring and Competition Analysis

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Sales Monitoring and CompetitionAnalysis

J L Morison


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Objectives of the Project

Secondary Sales Check Displays Placement of JLM brands Coverage Mapping

Competition Analysis


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JLM in the East

Strenghts Were are extremly stong in Feeders and teats and are a

household name Most of the chemists only store our products Our SOs are well known and have built good

relationships with many chemists The SOs are very capable in negotatiating and

convincing store owners for sales and for displays We contribute about 30% to our distributors business

and hence get special attention


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JLM in the East

Weakness We are understaffed as far as the SOs are concerned Other than medical stores we are very weak in other

stores and need displays and other concession forpenetration

We need a checking mechanism for visit frequency,

outlet reach, new outlets and display efficieny Our SOs are not motivated enough towards the company

and the brands We are highly wholesale driven


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CoveragePrashanta Bose

Outlets 82115 day vsits 410.530 day visits 410.5

Total Outlet Visits Per Month 1231.5No of Working Days 23

Outlets Per day 53.5435

Average Actual Visit 35

Variance 34.63%

Sandeep R Choudhury

Outlets 91815 day vsits 45930 day visits 459

Total Outlet Visits Per Month 1377No of Working Days 23

Outlets Per day 59.8696

Average Actual Visit 35

Variance 41.54 %

The variance shows that we need to employ more SOs inorder for us to reach our market


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Coverage (Cont)

A few facts from the field We are highly active in areas with a high density of pharmacies There are beats which are visited every 7 days which vastly

reduces our coverage There are beats that have not been visited in 5 months and are

included in the beat plan SOs, usually, dont visit more than 25 -30 stores per day unless

the beat has high density of shops/outlets The average productivity is 40 50 %, ergo we usually only note

down orders and dont make sales


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DisplayPosition - Beside doorFootfall - 300 per dayPrice - Rs 1000

Position Eye Level,Beside DoorFootfall 250 per day

Price

Nil


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DisplayPosition - Beside doorFootfall - 500 per dayPrice - Rs 1000

Position

Eye LevelFootfall 150 per dayPrice Rs 1000


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Displays

Findings The SOs are very well equipped to negotiate for

displays and choose locations On an average the display could range from Rs 400 -

2200 To put up a display the store must buy a certain quantity

(ex Axe has a requisite of 24 units per display) HUL usually has an annual contract with stores and

shuffles it amongst its brands


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Recomendations for displays

Displays may be approved on footfall and location of the displays(i.e. behind the counter, etc)

On an average the Kolkata market can be serviced withan average of Rs 750 per display per month.

The dislpays should be approved for either new outletsor outlets that have been giving repeat orders for the

product Displays for Baby dreams may help us display the

newer products even at Medicine Counters and helpbuild the brand


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Placement of Brands

Other than the outlets with displays Brands are usually not visible The SOs are trying to ensure that the products are

placed at eye level When asked, the shopkeeper blamed the poor offtake

and that fast moving products had to place within eye

level and range


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Air Fresheners

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Fresh Valley versus Others

PremiumHigh awareness and CoverageWholesale penetration which also strengthens its coverageVirtual monopoly since it is a first moverOthersAmbipur and Airwick are display driven and use the cloutof other brands to push products but distribution is notvery extensive


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Deodorant


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Zero Gravity versus Others

Axe Uses Displays and In-shop branding extensively Storage unit along with a display in Class A stores Discounts off the bill value in the following slabsUpto 6 cans = 2% off 6-12 = 4% off 12-24 = 6% off 24+ = 8% off


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Zero Gravity versus Others

WildstoneUses monetary incentive for higher orders12 + 1 units + Rs 10024 + 2 units + Rs 22548 + 4 units + Rs 500


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Zero Gravity and Competitors

Our margins are much better because of our trade schemes However we need to increase local activations and marketing

activity to create awareness.

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Wildstone

Zero Gravity

Addiction


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Baby Dreams

Baby Dreams is the undisputed winner in Feeders andteeets, due to its relationship with chemists is brandawareness amongst mothers

The sale is highly wholesale driven which makes ourpresence stronger at chemists

Hello Baby is a rage in Baby Stores due to its large

portfolio of footwear, feeders, cups, sippers,etc We need to increase visits to baby stores to maintain

relationships and push our products


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Distributor Feedback

The branch is under alot of stress due to the relaunch of the certain brandsThe Distributors are unhappy with

Low offtake Large investments in new brands Instability in schemes and hence prices Pushing newer brands Lack of marketing attention Lack of interaction and recognition Lack of transparent return policy


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The problems

Most brand rely too much on push strategies, as a result of which there is little or no marketing

The deo market is one of hyper-competition and must use ATLand BTL local activations

The air fresehner market needs marketing assistance if premium needs to be toppled

Baby Dreams is ensconsed at chemists and medicine counters Gentlemen lacks the attention it needs on distribution and reach


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Recommendation

Computerised codes, names and addresses of outlets so as toallow independent checks by third parties

A more transparent Sales Policy that includes beat-wise targetsfor Displays Sales New outlets

Better logistics so as to ensure constant supply of products

especially in the when they are in the trial phase of its lifecycle

Span out brand launches so as to allow better focuson the brands


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Recommendation

Better interaction with star retailers and distributors Increasing the average amount per display from Rs 500 to Rs

750 but imposing a quantitative pre-requisite to each Increasing activations and other BTL activities by employing a

small marketing team in each branch Maintaining consistency in the rate at which price is offered

and promoting offers Launching more consumer offers that invoke trial

Small SKUs packaged with larger ones, can also be used as samples andtester

Sales Monitoring and Competition Analysis

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