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DISTRIBUTION SYSTEMOF
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Dettol antiseptic liquid is a product, which has many uses for
protecting against germs.
Used with mopping water to disinfect floors completely .
Used in washing laundry to disinfect clothes.
For first aid and personal care uses.
Available in a wide range of sizes from 50ml to 5 litre.
PRODUCT
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The Antiseptic liquid market in India is estimated at Rs. 120
Crores in 2008.
The market is dominated by Dettol Antiseptic Liquid, which has
close to 85% share.
Johnson & Johnsons Savlon is the other significant player with a
market share of 13%.
A few years back, this market saw introduction of Suthol brand
antiseptic liquid from G.D. Pharma (makers of Boroline).
Dettol Antiseptic Liquid is under pricing control of a Govt.
authorized body.
ANTISEPTIC MARKET & COMPETITORS
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DISTRIBUTION PROCESS
RBIL distributes all its products through its common
distribution channel, which has a wide and deep reach in the
markets and is a key strength of the company.
The channel is managed by a well structured sales force,
responsible for achieving sales for the entire product portfolioof more than 150 Stock Keeping Units (SKUs).
Antiseptic Liquid is a well-penetrated market and is sold in
over 16 lakh outlets in the country.
Over the years, the product has been extended for other
disinfection uses and at present secondary usage contributesmore volumes of Dettol Antiseptic liquid than the primary first
aid usage.
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Manufacturer SKUS Distributer Retailer Customer
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Manufacturing plant is located at Mumbai in
Marwa road.
Manufacturer produces on a average 6000
8000 kilolitres annually for sales.
After manufacturing company sends its
products to S.K.U all over India to distribute it to
the distributor.
MANUFACTURER
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STOCK KEEPING UNITS
It act as moderator between distributor and
manufacturer.
Company itself has established their warehouse where
they keep their products and then S.K.U. distribute it to
the market.
It provide all local help to the company. It observe the
market and give response about the demand of the
distributor.
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DISTRIBUTOR
It is the most essential link between retailer and
manufacturer.
They enjoy a higher level of expertise, respond more quickly
and have more local knowledge than manufacturer.
They also act as an advisor for the future growth ofcompanies.
They save the cost of logistics.
They have experienced handling manpower.
Expertise in local knowledge.
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DETTOL DISTRIBUTOR
Name: PK AGENCIES
Profit margin is 3 -5 %
Distributor work according to ACP(area chart
plan) decided by company and distributor salespersonnel.
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RETAILER
RETAILER It is an important link as its effectiveness will only
benefit the other links above it to survive in the competitive
market.It is the final link where companies effective marketing
strategy will decide the demand and will make the public aware
of its existing product as retailers are medium for product
display.
They have a profit margin of 7-8% over dettol.
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THANK YOU
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