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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
6466
68
70
72
74
76
78
80
0 10 20 30 40 50
P r i c e t o
R e t a i
l e r
( R s
)
Margin (Rs)
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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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20, 140
15, 120 18, 12220, 115
020
40
60
80
100
120
140
160
0 5 10 15 20 25
P T R
( R s
)
Margin (Rs)
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.
359
718
1568
689
1378
2756
468
936
1872
0
500
1000
1500
2000
2500
3000
0 10 20 30 40 50 60
R e t a i l e r P r o
f i t
( R s
)
Number of units
Margins
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
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