EXECUTIVE SUMMARY

SYNOPSIS
India’s consumer market is riding the crest of the country’s economic boom. India’s
fast moving consumer goods (FMCG) sector is the fourth largest sector in the
economy of India with a total market size in excess of US$ 13.1 billion. If we go by
statistics, roughly around 73% of the Indian population lives in the rural areas- that’s a
very large market. Many giant players, both foreign as well as domestic, are
competing in the market with a view to capture it. The growing consumerism in India
shows the rapid increase in Indian consumer purchasing power, it shows strengths and
opportunity that lies in rural Indian markets especially for FMCG products. As a result
of it I have opted to undergo the training in Marico Company a leading Indian FMCG
Company having excellent distribution channel and deep rural reach in India.

As the major part of the market is yet to be taped one need to evolve a set of strategies
and there by plans to tape the potential Indian consumer market. To capture such a
great opportunity, only good product and brand awareness will not be sufficient but
proper distribution channel must be there

With the world moving toward's globalization and the phenomena of LPG is touching
each and every country and industry its effects are also there on Indian FMCG sector.
Thus Companies need to constantly revive their 4P's strategy to be successful in the
growing competitive Market's. Considering purely the fundamentals laid down by
Philip Kotler is suggest that you need to have Right Product Mix (Product),Proper
Pricing Strategies(Pricing),Right Promotion Offers(Promotion) and Efficient
Distribution Channel (Place) to be a Successful Company.

So in order to have a clear picture of all 4P's of Marico and especially for having
efficient distribution channel, Satisfaction Level of Retailers on Various Products as
well as other micro Parameter's plays a vital role in identifying the flaws and merits of
Marico. As a result I have conducted the Market Research of 150 retailer's associated
with marico who are giving annually business of more than Rs60,000 to the company
and are having more than 3 products of the company. Along with retailer's I also meet
30 wholesellers to assess their satisfaction level which will definitely help Marico Ltd
to improve its efficiency and thrive upon its strong Points.

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The project was conducted with the help of Marico Ltd. Presently company has two
dif distribution channel, one for urban areas and another for rural areas.

My primary objective for this project is to “Identify

the satisfaction level
of retailer's& Wholeseller's in Rural Area”
I have also identified the satisfactions level of retailers for different Brand/Products as
well as also studied the Parameters for each brand, which clearly suggest what are the
strength's of the company and where the company is lacking and what improvement it
need to do in order to achieve high satisfaction level among the Retailer's who are
Key in the Distribution channel of the Company.

Approaching different intermediaries, I have collected important data using pre-

designed questionnaire. By applying different statistical tools I have found some
useful information, which will definitely help the company to improve the
effectiveness of the distribution channel. Tools used are Weighted Average, Chi
Square and ANOVA Analysis

While doing the project, I have to also work as sales management trainee, which
gave me a great real time experience of marketing and selling in the rural market. The
meeting with retailers showed me the complexities of Rural FMCG market and I learn
a lot of skills from ground level sales people and also working with ASM of the
Company. The Real time Experience that I got will definitely will help me immensely
in future in the field of marketing...

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1.1 SECTOR IDENTIFICATION

 If we go by statistics, roughly around 73% of the Indian population lives in the

rural areas. That’s almost 12% of the world population.
 There are 600,000 villages in India. 23% of all villages account for 63% of the
total rural population. So you can contact 63% of 680 million or 700 million
population by simply contacting 130000 villages - that’s a very large market
 Since this theoretically constitutes a huge market potential, marketers will tend
to throw in their hooks to catch the fish. Now with the urban demand hitting
the plateau, rural markets are gaining more importance and we cannot ignore
it.
 Hindustan Lever’s sales turnover in rural market alone is over five thousand
Crores - that’s a whopping fifty percent of the total sales turnover. So we can
imagine how much potential the rural market has?
 To get the maximum out of this opportunity, all organization needs to plan
strategically.
 What has happened from 1990 onwards is that advertisers spent a lot of on and
by default they covered some rural markets as well. As a bonus, these
advertisers started getting certain returns from the rural market - bonus of
investment, which they had actually made for the urban market
 What marketers and advertisers are today worried about is how to develop a
scalable model of influencing the rural consumers’ mind over a large period of
time and keep it going, given limited or reasonable budgets to make this
happen.
 Many companies are entering to the rural market and the potential of the
market encourage me to do project work in the rural market.

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 ABOUT FMCG SECTOR INDIA
Markets all over the world have been on a roll in 2003 and the Indian bourses are no
exception having gained almost 60% in 2003. During this period, while there are
sectors that have outperformed this benchmark index, there are also sectors that have
under performed. FMCG registered gains of just 33% on the BSE FMCG Index last
year. At the macro level, Indian economy is poised to remained buoyant and grow at
more than 10%. The economic growth would impact large proportions of the
population thus leading to more money in the hands of the consumer. Changes in
demographic composition of the population and thus the market would also continue
to impact the FMCG industry. According to a survey by 2013, Indians under 20 are
estimated to make up 33% of the population - and wield proportionately higher
spending power. Means, companies that are able to influence and excite such
consumers would be those that win in the market place The Indian FMCG market has
been divided for a long time between the organized sector and the unorganized sector.
While the latter has been crowded by a large number of local players, competing on
margins, the former has varied between a two-player-scenario to a multi-player one.

Unlike the U.S. market for fast moving consumer goods (FMCG), which is dominated
by a handful of global players, India's Rs.460 billion FMCG market remains highly
fragmented with roughly half the market going to unbranded, unpackaged home made
products. This presents a tremendous opportunity for makers of branded products who
can convert consumers to branded products. However, successfully launching and
growing market share around a branded product in India presents tremendous
challenges. Take distribution as an example. India is home to six million retail outlets
and super markets virtually do not exist. This makes logistics particularly for new
players extremely difficult. Other challenges of similar magnitude exist across the
FMCG supply chain. The fact is that FMCG is a structurally unattractive industry in
which to participate. Even so, the opportunity keeps FMCG makers trying.

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1 STRUCTURAL ANALYSIS OF FMCG INDUSTRY

1. The products often cater to 3 very distinct but usually wanted for aspects -
necessity, comfort, luxury. They meet the demands of the entire cross section
of population. Price and income elasticity of demand varies across products
and consumers.
2. Individual items are of small value (small SKU's) although all FMCG products
put together account for a significant part of the consumer's budget.
3. The consumer spends little time on the purchase decision. He seldom ever
looks at the technical specifications. Brand loyalties or recommendations of
reliable retailer/ dealer drive purchase decisions.
4. Limited inventory of these products (many of which are perishable) are kept
by consumer and prefers to purchase them frequently, as and when required.
5. Brand switching is often induced by heavy advertisement, recommendation of
the retailer or word of mouth.

2. Marketing and Distribution

1. High Initial Launch Cost - New products require a large front-ended

investment in product development, market research, test marketing and
launch. Creating awareness and develop franchise for a new brand requires
enormous initial expenditure on launch advertisements, free samples and
product promotions. Launch costs are as high as 30-100% of revenue in the
first year. For established brands, advertisement expenditure varies from 3 -
12% depending on the categories.
2. Limited Mass Media Options - The challenge associated with the launch
and/or brand-building initiatives is that few no mass media options. TV
reaches 67% of urban consumers and 33% of rural consumers. Alternatives
like wall paintings, theatres, video vehicles, special packaging and consumer
promotions become an expensive but required activity associated with a
successful FMCG.
3. Huge Distribution Network - India is home to six million retail outlets,
including 2 million in 3,160 towns and four million in 627,000 villages. Super
markets virtually do not exist in India. This makes logistics particularly for
new players extremely difficult. It also makes new product launches difficult

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 since retailers are reluctant to allocate resources and time to slow moving
products. Critical factors for success are the ability to build, develop, and
maintain a robust distribution network.

3 Competitions

1. Significant Presence of Unorganized Sector - Factors that enable small,

unorganized players with local presence to flourish include the following:
2. Basic technology for most products is fairly simple and easily available.
3. The small-scale sector in India enjoys exemption/ lower rates of excise duty,
sales tax etc. This makes them more price competitive vis-à-vis the organized
sector.
4. A highly scattered market and poor transport infrastructure limits the ability of
MNCs and national players to reach out to remote rural areas and small towns.
5. Low brand awareness enables local players to market their spurious look-alike
brands.
6. Lower overheads due to limited geography, family management, focused
product lines and minimal expenditure on marketing.

4 Problem present in Sector

PROBLEMS PREVAILING IN THE PARICULAR SECTOR

 Low education level.

 Less developed infrastructure.
 In rural markets, brands are non-existent.

They identify FMCG by three things -primarily by color, visuals of

animals and birds and by numbers. So a 333, 777, pila hathi, lal saboon -
these are the kind of terms with which they identify brands. They buy those
three things: colors, numbers and visuals.

There are number of cases which suggest that to sell brands in the rural
market, it is necessary to simultaneously educate the consumers. For example,
villagers were found using shampoo for brushing teeth, toothpaste for washing
hair, and these are real life examples, not stories being created. They don’t
know what these shampoo sachets stand for. So if you have to create brand
communication, marketing efforts must be supported by education.

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  Longer credit period requirement.
 We need a set of people who understand the ethos of the rural market - people
who understand the social fabric, who understand how the rural consumer
interacts with the various categories because we believe that we do need a
different level of understanding for tackling this market.

 Rural retailers are far less specialized than their urban counterparts and carry a
wider range of products. Since frequent delivery is not possible in their part of
the world, they tend to carry only a single brand in each product category.
And, usually, the brands that are first on the rural shelves become synonymous
with product category and are difficult to dislodge.

ABOUT INDIAN HAIR OIL & HAIR CARE MARKET SIZE IN RUPEES

ABOUT MARICO MARKET SHARE

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 INTRODUCTION OF COMPANY
Marico is a leading Indian Group in Consumer Products and Services in the
Global Beauty and Wellness space. Marico’s Products and Services in Hair care,
Skin Care and Healthy Foods generated a Turnover of about Rs.13.6 billion (about
USD 380 Million) during 2006-07. Marico markets well-known brands such as
Parachute, Saffola, Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive,
Manjal, Kaya, Sundari, Aromatic, Camelia, Fiancee and HairCode. Marico’s
brands and their extensions occupy leadership positions with significant market
shares in most categories- Coconut Oil, Hair Oils, Post Wash Hair Care, Anti-lice
Treatment, Premium Refined Edible Oils, niche Fabric Care etc. Marico is present
in the Skin Care Solutions segment through Kaya Skin Clinics (31 in India and the
Middle East), the Sundari range of Spa skin care products (in the USA & other
countries) and its soap franchise (in India and Bangladesh).

Marico's branded products are also present in Bangladesh, other SAARC

countries, the Middle East and Egypt. The Overseas Sales franchise of Marico’s
Consumer Products (whether as exports from India or as local operations in a
foreign country) is one of the largest amongst Indian Companies and is entirely in
branded products and services. Marico was selected as one of the eight Indian
companies in S & P's list of Challenger Companies from various nations,
compiled globally by Standard & Poor's in June 2007.

Marico has also won various other Awards such as the following:

 3 top Awards instituted by CNBC-TV18, U21 Global and Watson Wyatt

Worldwide, in following categories: India’s Employer of Choice for 2007 ,
Award for HR Excellence & Award for Best Employer in the Consumer
Products and Healthcare Sector.
 Gold Effie (2007) for its Corporate campaign and a Bronze Effie (2007) for
Saffola.
 Kaya - Best Retailer in the Beauty and Fitness category, India retail Forum
(September 2007)

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  NDTV Profit - Business Leadership Award, FMCG Personal Hygiene
Category (July 2007).
 One of India's 10 best marketers (Business Today September 2006).
 Brand Leadership Award at the India Brand Summit 2006 (September 2006).
 Kaya - Retailer of The Year Award (for the 2nd consecutive Year) at India
Retail Summit 2006.
 The Gulf Marketing Review Award in the Middle East 2006.
 Every month, over 70 Million consumer packs from Marico reach
approximately 130 Million consumers in about 23 Million households,
through a widespread distribution network of more than 2.3 Million outlets in
India and overseas.
 Marico’s focus on sustainable profitable growth is manifest through its
consistent financial performance – a CAGR of 19% in Turnover and 19% in
Profits over the past 3 years- while setting a record of several consecutive
quarters of year on year growth- 32 for Profits and 28 for Sales.

VALUES OF MARICO INDUSTRY

 Opportunity seeking
 Bias for Action
 Consumer Centric
 Excellence
 Innovation
 openness & transparency
 Global outlook
 Boundary lessness

Marico has a set of articulated values that were created at the inception of the
organization, revisited and modified once in the year 1997 and lately in 2003, through
the collective wisdom of Mariconians. The values since then have been an integral
part of the workingofallMariconians.

Our values are preferred practices that are employed in pursuit of our Business

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Direction. They sum up the philosophy that will build the culture to drive business
growth.

How Marico structured

A Flat Structure:
At Marico, we are an organisation, which is flat with only five levels of reporting
between the Managing Director and an operator on the shop floor.
We believe that a flat structure helps us in being more responsive to the environment
while providing enriched roles for our members. Our structure defines clear roles and
supporting relationships but is by no means rigid. Keeping in mind the fast and ever
changing business environs, Marico's structure is dynamic and constantly evolving.

Profit Centers:
In order to provide focus to its business operations, Marico has organised its
businesses into the following business segments or profit centers:
Consumer Products, comprising the operations of Marico Limited and Marico
Bangladesh Limited. This division manufactures & markets Marico's 10 leading
consumer product brands like Parachute, Saffola, etc.Aesthetics Services, comprising
operations of Kaya Skin Clinics under the banner of Kaya Skin Care Ltd. Kaya Skin
Clinics offer US FDA approved scientific dermatological procedures that are
customized to suit the Indian skin. Global Ayurvedics, comprising the operation of
Sundari LLC in the US. Sundari markets the Sundari range of Ayurvedic skin care
products in the US & other parts of the world. All the above profit centers have their
dedicated marketing teams, distribution channels, sales force and backroom facilities.

Finance:
The company is strongly supported by the Finance Division, which handles the legal,
treasury, tax, control systems and management information support. Additionally,
every profit center has its own dedicated finance cell.

HR:
Equal support comes from our HRD team, which expends its energies, formulating
and building strategies to build a stable and high - talent organisation.The innovations

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and the quest for excellence at Marico continue unabated. Even as the success stories
continue, the focus from the consumer never shifts.

MARICO'S BUSINESS DIRECTION –

2010

We commit ourselves to improving the quality of people's lives in several parts of the
world, through branded fast moving consumer products and services in Personal and
Health Care sectors.

We shall offer brands that enhance the appeal and nourishment of hair and skin
through distinctive products and services based on the goodness of coconut, other
natural substances and the underlying science of hair care and skin care.

We shall make available brands that contribute to healthy living, through, both
products drawn from agriculture offered in natural or processed forms, and services.

We shall develop, in parts of the world beyond the Indian Subcontinent, a franchise
for our branded products and services.

We shall aim to be a leader in each of our businesses through heightened sensitivity to

consumer needs, setting up of new standards in the delivery and quality of products
and services and processes of continuous learning and improvement.

We shall share our prosperity amongst members, shareholders and associates, who
contribute in improving our equity and market value. We shall acquire the stature of a
friendly corporate citizen, contributing to the betterment of neighborhood
communities, where we are significantly present.

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 MARICO BRAND'S PROFILE

MARICO BRAND PORTFOLIO

Hair Oil Hair Care Edible Oil Other

Category Category Category Products

Hair & Shanti

Parachute
Care Amla

Revive Sil Ther

Instant Jam apies
After Silk & Starch
Mediker
Shower Shine

Saffola Sweekar
Oil Oil

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 About marico brand

MARICO PRODUCT
PORTFOLIO

Hair & Silk & Medik N Revi

Parachute Saffola Sweekar
er
Care Shine ihar ve

Parachute
Regular/Standard Saffola Gold

Shanti Amla Hair Oil

Parachute Advanced
Saffola Tasty
Blend
Parachute Jasmine

Saffola Kardi

Parachute after Shower

Saffola Salt

Parachute Therapie

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 Product PROFILE

(1) PARACHUTE
Parachute is premium edible grade oil, a market leader in its category. Synonymous
with pure coconut oil in the market, arachute is positioned on the platform of purity.
In fact over time it has become the gold standard for purity. From a loosely available
commodity to a path-breaking brand, Parachute pioneered the switch from coconut oil
sold in tins to plastic.

⇒ Flip Top Cap for Parachute bottles to enhance

the safety and protect the purity of Parachute
⇒ Easy Jar of Parachute to facilitate usage
especially during winters
⇒ Parachute Mini - a bottle shaped small pack
being sold at an MRP of Re. 1
⇒ 20 ml Parachute - a Rs 3 SKU that enables
loose oil users to upgrade to Parachute.
1.2 PARACHUTE ADVANCED
Parachute Advansed refined hair oil (with fruity perfume) is the latest introduction
from Marico. Parachute has always strived to remain relevant to every new
generation. It is a brand that is backed by years of trust and heritage and it aims at
using the same equity to appeal to the young Indian consumer. Launched in 2004, the
Parachute Advansed refined hair oil comes packed in a sleek looking, light blue
translucent bottle
1.3 PARACHUTE JASMINE
Parachute Jasmine is a light, fragrant oil that can be used everyday to nourish and
sytle your hair. It has the goodness of pure coconut oil and the essence of fragrant
jasmine to give you healthy, non-sticky, free flowing and fragrant hair. Parachute

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Jasmine is the most successful new brand launch from Marico's stable in the recent
past. The strong product proposition backed by insightful communication, strong
distribution and activation support has seen dynamic growth with 63% CAGR in the
past 4 years. It is now a strong No. 2 player in the growing VACNO (Value Added
Coconut Oil) Sensorial sub-category with a 30%* market share. (*A.C Nielsen Nov
03).
1.4 Parachute After shower Hair Cream
Parachute After shower Hair Cream for men, is a hair styling cream that can be used
daily to style your hair. It has Aqua Moisturizers & since it is made in an oil-in-water
emulsion, it is completely non-sticky. Parachute After shower Hair Cream contains
coconut milk proteins, which keeps hair nourished. The need for males to look good
has never been more important. More and more males in India are realizing the
importance of “great looking hair” & want a product that can be used to “style hair
daily.” Parachute Aftershower Hair Cream was launched in Mumbai in March 2003,
as a prototype (test-market). Within 2 months of its launch in Mumbai, it grabbed an
impressive 28% market share, which it has increased (October'03 %MS is 36%). It
was launched pan India in August 2003. Within 3 months of its launch (October
2003), it has touched a 23% market share of the All India hair cream market

1.3PARACHUTE THERAPIE
Parachute Therapie Hair Fall Solution is a unique scientific formulation from Marico,
developed after 6 years of intensive research, product development and consumer
trial. It is completely safe to use and helps control hair fall naturally. All that is to be
done is to apply it thrice a week, and leave it on overnight. 77% of users have reported
reduction in hairfall in 43# days with the use of 1 bottle. 27% users also reported
softer hair.

(2) HAIR & CARE

Marico’s Hair & Care, a pleasantly perfumed non-sticky hair oil is a strong brand in
its category. It is positioned on the platform of being the lightest perfumed hair oil
offering both “Style & Nourishment”. Hair & Care is upto 30% non sticky than any
other hair oil & is enriched with “Herbal Proteins”, which nourishes hair with their
natural goodness. Herbal Proteins are extracted from Neem & Tulsi, a process

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patented by Marico

(3) SHANTI BADAM AMLA

Launched in April 2003, Shanti Amla marks Marico's successful entry in the Amla+
Hair Oil market. It is launched on the platform of "Goodness of Badam with Amla".

(4) Oil of Malabar

Oil of Malabar is premium quality edible grade coconut oil. This brand is one of
Marico's recent acquisitions, having been bought in November 1999. Oil of Malabar,
as the name suggests, is positioned on purity - as the oil from the land of coconuts.

(3) Mediker
Mediker, a three-decade-old brand was acquired by Marico from Procter & Gamble,
in July 1999, in the shampoo format. Mediker is a brand for treating lice and a market
leader in its category. Mediker today has three products in its portfolio: Mediker Anti
Lice treatment, Mediker Anti Lice Oil and Mediker Plus Anti Lice Oil

(6) REVIVE INSTANT STARCH

Revive is an Instant Cold Water Starch, the ONLY product of its kind. Formulated
with the latest International technology to give clothes uniform, strong starching, it is
uniquely positioned on the platform of making your 'Clothes Look Like New".

(7) Sweekar (Refined Sunflower Oil)

Sweekar is a national brand comprising of Refined Sunflower Oil. Sweekar has
become synonymous with good quality light edible oil. It is positioned as a light and
healthy cooking medium.

(8) SAFFOLA
 Saffola Kardi

Saffola is made from the finest quality natural kardi seeds. Kardi oil has the highest
amount of Polyunsaturated Fatty Acid amongst all vegetable oils. Saffola when taken

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as a part of a low saturated fat diet may help reduce cholesterol levels. Lowering of
cholesterol is known to reduce the risk of heart disease (C.H.D).

 Saffola Gold - Dil Ko Rakhiye Jawan

Saffola Gold has the internationally proven formula of 70% Rice Bran Oil (RBO)
and 30% of Safflower Oil (Kardi oil). This has also been proven effective in
Indian research.

(9 ) Sil Jam
Sil is a processed food brand. It has a wide range of exciting products such as
Jams, Sauces, Baked Beans, Chinese Vinegar, Sweet Corn Soup and Mayonnaise.
Sil stands for products that offer "Lip-Smakin' Goodness".

BRAND OF COMPANY AND CUSTOMER

FOCUS
BRANDS TARGETED CUSTOMER'S
PARACHUTE • Primary Target Women Of All Age's
PARACHUTE • Young Girls (College & School Going)
ADVANCED
HAIR & CARE • Appealing To Both Men & Women of All Age's
• Primary User the Young Age Group
SHANTI AMLA • Customer Looking for Value for Money (H.OIL+Badam)
SILK & SHINE • Primary Target Female Of age 18 – 34 (SEC, AB)
AFTER SHOWER • Primary Target Young Males 18 – 34 (SEC.AB)
MEDIKER • Young Children Age Group 3-13 (Due to Lice Problem)
SWEEKAR • Primary Target Housewives (Due to Economic+Healthy
Life for Family)
SAFFOLA • All Health Conscious Consumers (Specially for Heart
Patient's)
REVIVE • Housewives of Urban Area (Higher & Middle Class).

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3.1 VISUALIZATION OF HOW WORK IS CARRIED OUT

Problem Statement

Formulating
Research Objective

Research Design

Data Collection
Design

Sampling Plan

Data Collection by
Field survey

Processing &
Analyzing

Interpretation

Conclusion &
Suggestions

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1) PROBLEM STATEMENT

I was given an opportunity to work with Marico as a Sales Management trainee

during my winter project that lead me to learn a lot and identify the Problem,
especially in their rural distribution line. To have effective distribution, especially for
FMCG Company like Marico it should take utmost care of the Intermediaries involve
in the process of moving the product from the Production House to Ultimately the
End User. For this a company need's to have satisfied Intermediaries (i.e.
Stockiest,Wholeseller's & Retailer's). Thus in order to assess their satisfactions level
on different parameter's I have undertaken a Market research with Objective of
Assessing the "Satisfaction Level of Retailer's & Wholeseller's" for the area of
Sanjan,Vapi,Udwada & Killa Pardi along with some small town's in rural area's.
The Following factors lead me to do so:
• Sales of Rural Area was Slowly Decreasing, Per Retailer
Business (Per Annum) was also Declining Marginally.
• During my training period I Personally felt that retailers
were not completely satisfied by marico on various
parameter's
• Company wants to Identify it Flaws in Delivery, Product
Defects,& many other factors specified in
Questionnaire.
• Company wants to know the most preferred Trade
Promotion offer by the retailers.

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2) RESEARCH OBJECTIVE:
For any fmcg company to have efficient distribution channel needs to have satisfied
intermediaries, so that they hold with company products and provide them to end user.
Thus I selected my research objective as:

"Identifying Satisfaction Level's of Retailers & Wholeseller's"

Sub Objectives are as under:
• To Identify the area of service in which company needs to Improve.
• To identify the Strengths/Weakness of Company delivery system in rural
area.
• To know whether Wholeseller is able to satisfy the retailers need in their
specific area or not.
• To help the Company in designing proper strategies for rural area.

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3 research design

3.1 Purpose of study: - Descriptive

The objective of the study is that "Identifying Satisfaction Level's of

Retailers & Wholeseller's"The study focuses on the satisfaction level for

different products. As well as on other parameter's such as Commission, Delivery
mechanism, Sales Force, Credit Period.etc.which are very crucial in assessing the
satisfaction level and for identification of strength's of marico and flaws where the
company need's to be improve. However, study may not focus why this factors effects
the individual’s satisfaction level regarding different parameters and exactly up to
what degree.
3.2 Degree of research question crystallization: - Exploratory study
As per my objective of the research, the research questions would try to find out the
current situation in the market regarding the satisfaction level of retailers and
Wholeseller's. Moreover, the hypothesis is not pre-defined here, but it would be define
during the study. Here research problem is also general.
3.3 Research control of variables: - Ex post facto design
I am reporting what has actually happened in the market and what is still happening in
the market specifically in my sampling area. I personally do not have any control on
responses and variation in the sense of being able to manipulate them. I have also not
influence any variables, to do so to introduce bias on my side.
3.4 Time dimension: - Cross-sectional
Here the study will be carried out once and it would represent a snapshot of one point
in time. Time duration, in which study must be competed, is the limitation and that is
why the cross-sectional is the best alternative.
3.5 Method of data collection: - Interrogation & Personal Interview
Based on my initial observation, I have prepared a questionnaire to collect the
response from retailers and whole sellers as primary data. Versatility of the
questionnaire will help to cover almost all related factors impacting the satisfaction of

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the target sample. Interrogation takes less time than observation and gives information
that is more purposeful

.
3.6 Topical scope:- Statistical study
This study attempts to capture a population’s characteristics by making interference
from a sample’s characteristics. Hypothesis will be tested quantitatively.
Generalization about findings will be presented based on representative ness of
sample.
3.7 Research environment: Field study.
Survey is the main part of the study and primary data collection. So that the study will
be carried out in field, I have gone to the market and interviewing retailer's and
Wholeseller's in the area of Sanjan,Bhilad,Sarigam,Udwada,Vapi,Killa Pardi and
other interior villages associated to this towns.

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4 DATA COLLECTION & DESIGN
4.1 Data source: Primary source
To satisfy the objective of the research it is necessary to get the response from the
respondents, which act as primary source of data. I have collected Primary data by
personally surveying Retailer's & Wholeseller's in the sampling area specified.

4.2 Approach: Interview (Personal Contact)

4.3 Instrument: Questionnaire

• Questionnaires Designing:
It is the most crucial part of any market research. I have taken a due care in
designing the Questionnaire for my research. I have meet more than 200 retailers
during my training period in order to learn the Order taking Mechanism, POP
Displays, Competitive Products, Retailers Attitude towards sales force etc.
Even from Area Sales Manager I identified various Parameters to be listed in my
questionnaire's have taken utmost care in deciding right question, correct
sequence, what should be wording of each & layout of questionnaire as a whole.

• Type of Questionnaire: Structured Non Disguised

I have arranged the questions in a specific order to get the facts and the
interviewer be asked to response strictly in accordance with a pre-arranged order.
The objective of the survey was disclosed every time before getting the response
from the respondent .

• Type of Question: Close Ended

• Number of questions: 11 (For Retailer's) 4 (For Wholeseller's)

24
5 SAMPLING PLAN
Sampling Area :Sanjan to Killa Pardi (Rural Line)
Sample Population : Retailer's and wholesalers of the south Gujarat rural
Distribution Line.
Sampling Area : Sanjan to Killa Pardi (Rural Line)
Sample Size : 150 Retailers + 30 Wholeseller
Method Of Data Collection : Personal Interview
Sampling technique : Convenience Sampling

25
26
 QUESTIONNAIRE ANALYSIS
(of retailers)
Q1). From how long you are associated with the company?

< 5 years 5 -10 years

10-15 years >15 years

CHART 1 Association Of Retailers with Company

ASSOCIATION WITH COMPANY

80
70
60
50
Responses 40 71
30
20 39
27
10 13
0
<5 5--10 10--15 > 15
No Of Years

Fin din gs:

From the above analysis it has been fond that majority of the respondents (i.e.
Retailers) 47% of them are associated with the company from long term i.e. 10 – 15
Years, 26% of them are associated from more than 15 yrs,18% of them since 5-10 yrs
and 9% of them say less than 5 years.

Int er pre ta ti on
• Company is having retailer's Base that is associated with company since decades
that shows company is having a good relationship with the intermediaries.

27
. Q2) Are you satisfied with the performance of Companies Product's/Brands in
the market?
Indicate (1: Highly Satisfied & 5: Highly Dissatisfied)
Product's/Brand's 1 2 3 4 5 Weighted Ranking
Score
Parachute Hair Oil 54 89 0 7 0 640 1
Hair & Care Oil 33 97 6 14 0 599 4
Shanti Amla Oil 0 23 4 115 8 342 7
After Shower 7 20 94 19 10 445 6
Cream/Gel
Silk & Shine. 23 118 5 4 0 610 3
Saffola Edible Oil 28 117 3 2 0 621 2
Sweekar Edible Oil. 11 93 3 37 6 516 5

CHART- 2 Satisfaction of Retailers for Various Brands's of Company

750

640
610 625
604
Weighted Score

516

450 445
Parachute Hair & S.Amla A.Shower Silk & Saffola Sweekar
Care Shine
342

150
Brands

Fin din gs:

From the above analysis it was analyzed that majority of the marico products are
perceived to be satisfactory by the retailers. Parachute has got weight of 640, Hair &
Care has got total points as 599,Saffola 621 which are above the average score. Where
as Shanti Amla has got 342, after shower has got 445 and Sweekar oil has got 516 that
is above the average score.

28
Int er pre ta ti on :
• Retailers are satisfied with Parachute,Hair& Care & Saffola & Sweekar
• Retailers are mostly neutral for the New Product Parachute after shower as it is
still new in the market
• Retailers are dissatisfied with S.Amla oil. But the score of Shanti Amla is lowest it
means that majority of retailers are dissatisfied with the Product.
• The ranking assigns shows the satisfaction level of Retailers where Parachute is
ranked 1st based on weighted score & Shanti Amla 372 at 7th ranked

INDIVIDUAL BRAND PERFORMANCE EVALUATION ON DIFFERENT

PARAMETER'S (Weighted Average)

Rank Points
1 5
2 4
3 3
4 2
5 1

Max.Score Average Score Min. Score

750 450 150

H.Satisfied Satisfied Neutral Dissatisfied

H.D

750 600 450 300 150

(Evaluation: If the Score of more than 3

Parameter's is less than average score
than it is Dissatisfactory Brand and vice
Versa)

29
 1. PARACHUTE (Score 640)
Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 123 14 4 9 0
Product Varieties 29 114 0 7 0
Commission 20 126 0 4 0
Trade Promotion Offer's 23 118 0 9 0
Pricing 23 116 0 11 0

CHART – 3 Satisfactions of Retailers for Parachute Brand

Satisfaction Level
750
701
615 612 605 601
Total points

450

150
Packaging P.Varities Commisio T.P Offers Pricing
Total points 701 615 612 605 601
Attributes

Fin din gs:

From the above analysis it has been found that Parachute was rated as satisfied brand
by the retailers. The score of different Parameters is above the average score.

Int er pre ta ti on :
• Retailers are satisfied with brand Parachute.

30
 • Overall Score of Parachute in Q1 was also above average and it score on all
parameters is also above average. Thus it can be said that it is a successful
brand.

2. HAIR & CARE. (Score 599)

Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 27 112 6 5 0
Product Varieties 0 0 12 128 10
Commission 33 108 6 3 0
Trade Promotion Offer's 22 116 7 5 0
Pricing 27 109 6 8 0

CHART – 4 Satisfactions of Retailers for Hair & Care Brand

Satisfaction Level
750

611 621 605 605

Total points

450

302

150
Packaging P.Varities Commision T.P Offers Pricing
Total points 611 302 621 605 605
Attributes

Fin din gs:

From the above chart it could be analyzed that retailers are satisfied by Hair & Care
brand on almost all attributes as their score is above average score, but retailers are
not satisfied with product varities in hair & care as it score is less than average score.

Int er pre ta ti on :

31
 • Hair & Care is a brand by which majority of retailers are satisfied.
• Retailers are not satisfied with product varities.Hair & Care has only 2 variants
thus retailers want more variant in the Product.

3. SHANTI AMLA (Score 342)

Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 0 19 7 120 4
Product Varieties 0 10 10 117 13
Commission 23 112 6 9 0
Trade Promotion Offer's 112 33 0 5 0
Pricing 15 17 13 101 4

CHART – 5 Satisfactions of Retailers for Shanti Amla Brand

Performance Evaluation of ShantiAmla

750
Total points

450

150
Packaging P.Varities Commison T.P.Offers Pricing

Total points 341 317 599 702 388

Attributes

Fin din gs:

From the analysis of Q2 it was identified that S.Amla had the least score and
retailers were dissatisfied with the Brand. The analysis here clearly shows that
retailers are dissatisfied with Packaging & Product Varities & Pricing as their score
is less than average score, where as they are satisfied with commission, trade
promotion offers.

32
Int er pre ta ti on :
• Shanti Amla is poor at Packaging and in terms of Product Variants
• Commissions & Trade Promotion Offers are in accordance with retailers
expectation.

4. AFTER SHOWER (Score 445)

Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 0 19 7 120 4
Product Varieties 0 10 10 117 13
Commission 23 112 6 9 0
Trade Promotion Offer's 112 33 0 5 0
Pricing 40 78 13 15 4

CHART – 6 Satisfactions of Retailers for Parachute After Shower

Performance Evaluation of AfterShower

750
Total points

450

150
Packaging P.Varities Commisio T.P Offers Pricing
Total points 618 423 350 508 430
Attributes

Fin din gs:

From the analysis it was found that retailers are satisfied with packaging & trade
promotion offer for this brand, But they are dissatisfied with commission & product
varities in the brand. Where as for Pricing still they are Neutral

In te rpr et at io n:

33
 • Packaging & Trade Promotion Offers are satisfactory for retailers for the Brand
• Product Varities & Pricing are the attributes on which major of the are still
neutral as this product is in introductory stage, retailers cannot judge it on
parameters.
• Retailers are Dissatisfied with the Commissions provided to them there seems
some problem with commission system of company on this Brand
5. SILK & SHINE (Score 610)
Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 27 118 5 0 0
Product Varieties 0 0 0 0 0
Commission 30 112 6 2 0
Trade Promotion Offer's 113 30 3 4 0
Pricing 10 124 6 5 5

CHART – 7 Satisfactions of Retailers for Silk & Shine

Performance Evaluation of Silk&Shine

750
Total points

450

150
Packaging P.Varities Commisio T.P Offers Pricing
Total points 622 0 620 702 579
Attributes

Fin din gs:

From the analysis of Q2, it was analyzed that retailers were satisfied with the
brand/product silk& shine as it got score more than average.Furthur the analysis of
Brand on different attributes also shows high satisfaction level of retailers as weighted
score of all attributes is more than average score. Silk & Shine is not having any
product variant thus the responses are nil on this attribute.

34
Int er pre ta ti on :
• Silk & Shine is rated as satisfactory Brand by majority of Retailers.
• Trade Promotion Offers given on this brand is Highly Satisfactory for retailers.
• Packaging & Commissions given is also good that contributes to success of brand
and retailers satisfaction.

6. SAFFOLA (Score 621)

Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 30 113 4 3 0
Product Varieties 28 116 4 2 0
Commission 7 22 6 107 8
Trade Promotion Offer's 0 10 18 94 28
Pricing 10 121 4 9 6

CHART – 8 Satisfactions of Retailers for Saffola

Performance Evaluation of Saffolae

750
Total points

450

150
Packagin P.Varities Commisi T.P Pricing
Total points 620 620 363 310 570
Attributes

Fin din gs:

From the analysis of weighted score for each attribute it has been identified that
retailers are satisfied with Packaging, Product Varities & Pricing of the Brand as their
score are above the average score. But they are dissatisfied with Product Varities in
the brand as well as not satisfied with the commission given to them on this brand.
Int er pre ta ti on :
• Saffola is a Premium Brand of Marico and retailers are satisfied with the Brand.

35
• Being the Market leader in the segment Commissions & Trade Promotion Offers
are less as a result it had contributed to dissatisfied retailers but not a Major
Problem.

7. SWEEKAR (Score 516 )

Rating (1:V.Good & 5: Very Bad).
Parachute Hair Oil Products
Attributes 1 2 3 4 5
Packaging 23 108 11 8 0
Product Varieties 12 120 7 11 0
Commission 4 23 9 103 11
Trade Promotion Offer's 0 0 17 106 27
Pricing 0 12 4 103 31

CHART – 9 Satisfactions of Retailers for Sweekar.

Performance Evaluation of Sweekar

750
Total points

450

150
Packaging P.Varities Commison T.P.Offers Pricing

Total points 596 583 356 290 297

Attributes

Fin din gs:

By analyzing the W.Score for each parameters it could be analyzed that the score for
Packaging, Product Varities &, Where as score for T.Poffers and Pricing is below the
Average score and for commissions it can be said that they are not fully satisfied.

Int er pre ta ti on :
• Retailers are satisfied by Packaging,& Product variants in the Brand.

36
• For commission it could be analysed that they are not satisfied nor disstaisifd but
the score suggest that commission given is less.
• T.P offers are perceived to be poor according to retailers
• Pricing of the product in segment is also not good according to retailers

Q3). Are you satisfied with the services provided by the company?

Highly Satisfied Satisfied Neutral

Dissatisfied Highly Dissatisfied
H.Satisfied 0
Satisfied 32
Neutral 44
Dissatisfied 72
H.Dissatisfied 2
CHART – 10 Satisfactions of Retailers for Services provided by Marico.

H.Dissatisfied 2

Dissatisfied 72
Critieria

Neutral 44

Satisfied 32

H.Satisfied 0

0 20 40 60 80
Responses

Fin din gs:

From the analysis it has been identified that majority of retailers (i.e.) 49% are not
satisfied with the services provided by the company. Only 21% are satisfied, Where
as 29% of them are neutral and not able to judge the services.

Int er pre ta ti on :
• Satisfaction Level is Poor for the Services provided by the Company.

37
 • Neutral responses are unable to judge services exactly, but if proper care if not
take to upgrade service in almost all areas than they can easily be converted
into dissatisfied retailers.

Hypothesis Test:
The null hypothesis is that, “Company Has Claimed That 75% of retailers are
either satisfied or neutral with the services provided by the company.”

H0: p >= 75%

H1: p< 75%.
It is one-sided, left tail test so the table value of Z is -1.64.

Here I have taken P=75% or 0.75,

So my Q is 25% or 0.25

Standard Error = √pq / n

√
= 0.75 * 0.25 / 150

S.E. = 0.035

Z = (p – Ph0)/SE

= (0.51 – 0.75)/0.035

= -6.857
 t cal = -6.875
 t tab = -1.64

38
Calculated value of Z is less than table value, so the null hypothesis is rejected.

So, alternate hypothesis holds true, hence we can say that percentage of satisfied
retailers with the services provided by the company is less than 75 %.

39
Q4) What is your opinion regarding the Sales Force Of the Company?

Highly Satisfied Satisfied Neutral

Dissatisfied Highly Dissatisfied

H.Satisfied 8
Satisfied 109
Neutral 8
Dissatisfied 23
H.Dissatisfied 2

CHART – 11 Satisfactions of Retailers for Sales Person of Company

120

100

80

60
109

40

20
23
8 8 2
0
H.Satisfied Satisfied Neutral Dissatisfied H.Dissatisfied

Fin din gs:

From the above analysis it has been identified that almost 75% of retailers are
satisfied with the sales person/force of the company. And marginal proportions of
them 16% are dissatisfied by sales person/force of the company.

Int er pre ta ti on :
• Company is having good sales people in its rural line to deal with the retailers.
Sales force of the company is good.

40
 Q5) What is your opinion regarding the sales person visit in a month?

Criteria for Level Of Satisfaction

Visit in Month Low Medium High Total
Inadequate 22 3 0 25
Adequate. 20 75 12 107
Regular. 0 6 12 18
Total 42 84 24 150

CHART – 12 Satisfactions of Retailers in reference of Sales Person Visit

80
75
70

60
Responses

50
Inadequate
40 Adequate
Regular
30

20 22
20

10 12
6
3
0 0 0
Level Of Satisfaction
Low Medium High

Fin din gs:

From the above responses it could be analyzed that 71% retailers say that sales
person visit is adequate for them, where as 17% of them say its inadequate and 12%
of them say that sales person visit is Inadequate for them.
Int er pre ta ti on :
• Majority of Retailers are satisfied by the visit of sales person in a month.

Question: Is there any relation between Monthly Visit and Level of

satisfaction of Retailers. (ANNOVA TEST)
NULL HYPOTHYSIS:
H 0 = There is no relation between Monthly Visit and satisfaction level of

Retailers
H1 =There is direct relation between Mothly Visit and satisfaction level of Retilers

41
 Q6). Evaluate the delivery system of Company on following Parameter's
TIMELINESS OF ORDER
Very Very
Timely Delay
ACCURACY OF ORDER
Highly Least
Accurate Accurate
COMPLETENESS OF ORDER
Fully Partially
Completed Completed

Parameter for Weight Attached to Each

5 4 3 2 1
Delivery
Timeliness 2 129 15 2 0
Accuracy 0 108 31 9 0
Completeness 0 106 25 16 1

Parameters Max.Weight Min.Weight Actual Weight

Timeliness 750 150 595 (Satisfied)
Accuracy 750 150 574 (Satisfied)
Completeness 750 150 372 (Dissatisfied)

CHART – 13 Evaluation of Delivery System & Retailer Satisfaction Level

750

Region of
Satisfaction 595
574

450
TIMELINESS ACCURACY COMPLETEDNESS
372
Region of
dissatisfactio
n

150

Fin din gs:

42
Total Weight Achieved by the Delivery on Timeliness & Accuracy Parameter is above
the average score. Where as weighted score of Completeness as a Parameter is less
than the average score of 450.

Int er pre ta ti on :
• Retailers are satisfied with the delivery system of the company on Timeliness &
Accuracy of Delivery
• The score of Completeness Parameter shows that retailers are not satisfied with
the Completeness of the Order and Delivery given to them. Most of them revealed
that many of times either of the Brand/Products is not delivered according to
ordered or they are delivered in fewer Quantities and in some cases may be even
more than the ordered quantity. It shows some problem in delivery mechanism of
the company and poor Coordination among the Intermediaries involve in the
Process.

Q7) Are you satisfied with the current commission system of the company?

43
 Highly Satisfied Satisfied Neutral
Dissatisfied Highly Dissatisfied

H.Satisfied 0
Satisfied 8
Neutral 2
Dissatisfied 103
H.Dissatisfied 37
.
CHART – 14 Commission System & Retailers Satisfaction

0% 5% 1%
25%
H.Satisfied
Satisfied
Neutral
Dissatisfied
H.Dissatisfied
69%

Fin din gs:

From the above analysis it has been found that almost 69% of retailers are dissatisfied
and 25% are Highly dissatisfied with the commission system of Company in general.
Satisfied retailers are very less in reference to commission system.
Int er pre ta ti on :
• There is a serious and major problem with the commission system of the
company.
• Large chunk of them are dissatisfied & even alarming is the % of highly
dissatisfied retailers. If proper thought and care might not be taken for this
issue by the company, the retailers may stop selling the companies
brand/products, if a case than would be a huge loss to company in the future.
• Through Interrogation it was identified that Marico Commission is less as
compared to some local & Unbranded Players that is main reason for
dissatisfaction among the retailers.

44
Q8). How Often Do You find that Products are supplied to you are of older
date's?
Mostly Sometimes
Rarely Never

Mostly 0
Sometimes 9
Rarely 84
Never 57
CHART – 15 Frequency of Supply of Older Date Products.

Never 57
No Of Times

Rarely 84

Sometimes
9

Mostly
0

0 20 40 60 80 100
Responses

Fin din gs:

Almost 56% of responses says that products supplied to them from the company
are of older date but this happens rarely according to majority of them.38% say it
happens never.
Int er pre ta ti on :

• Retailers are satisfied by the product delivered to them in terms of manufacturing

date.
• Though not a major one 84 responses in rarely category shows some problem in
dispatching the right goods

45
Q9). As per you what is the proportion of defective products in total quantity
supplied?
0 - 2% 2 - 4%

4 – 6% >6%

proportions no. of respondents

0 - 2% 99
2 - 4% 40
4 - 6% 11
> 6% 0
Total Responses 148

CHART – 16 Frequency of Supply Of Older Date Products

proportion of defective products

6% 0%
4%

90%

0 - 2% 2 - 4%
4 - 6% > 6%

Fin din gs:

Majority of retailers 65% of them tells that proportion of defective products supplied
to them in a year is less than 2%,where as 30% of retailers say the proportion is
aggregate about 2-4% of total business with the company, Only 5% of them say that
its between 4to6% defective.
Int er pre ta ti on :

• Actually, seeing to the proportion of defective products in total quantity supplied

is not so high.
• It shows the Effectiveness of Product Handling & Delivery Mechanism and
Quality Standard as well as Packaging standard that marico thrive upon.

46
Hypothesis Testing
Ho= Proportion of Defective Products is less than 3% of material supplied in a year
H1= Proportion of Defective Products is more than/equal to 3% of material
supplied in a year
µHo < 3 % (Null hypo)
µH1 >= 3 % (Alt Hypo)
Significance level: 5 %
It is one- tail test.

Proportions X f d fd fd2
0- 2 % 1 9 - -194 388
7 2
2- 4 % 3 4 - -44 44
4 1
4- 6 % 5 7 0 0 0
>6 % 6 0 1 0 0
Σfd =- Σfd2 =432
238

X = A + Σ fd/N
= 5 - 1.58
= 3.39

σ = sqrt [Σfd2/n – (Σfd/n)2]

= 0.577

S.E. = 0.047

Ζ = (x -µ)/ S.E
= (6.58-3)/0.047
= 8.263
 z cal = 8.263
 z tab = 1.645

Calculated value of Z is more than table value, so the null hypothesis is rejected.
So, alternate hypothesis holds true, hence we can say that proportion of defective
product is more than or equal to3 percent of total material supplied.

47
 Q10). Which are the trade promotion schemes that you like the most?
Rank Them 1 to 5.

Gift articles Coupons/contest

Cash discounts Tours

Bonus Packs
Criteria 1 2 3 4 5 Total
Gift articles 12 6 70 50 12 150
Coupons/contest 8 87 22 21 12 150
Cash discounts 91 27 24 8 0 150
Tours 19 15 9 8 99 150
Bonus Packs 20 15 25 63 27 150
Total 150 150 150 150 150 750

CHART – 17 Ranking of Different Trade Promotion Schemes Offered to Retailers

Ranking for Different Trade Promotion Offers

20
91
19 15

15 25 63
87
27
8 9 99
24 27
12 8
1 70 22 Bonus packs
6 8
2 21 Tours
50 0
3 12
Cash discounts

Rank 4 12
Coupons/Contests

5 Gift articles
S. P activities

1 2 3 4 5
Gift articles 12 6 70 50 12
Coupons/Contests 8 87 22 21 12
Cash discounts 91 27 24 8 0
Tours 19 15 9 8 99
Bonus packs 20 15 25 63 27

Fin din gs:

48
From the above responses and ranks assigns it can be identified that gift articles rank
3rd, Coupons & Contest as 2nd, Cash discount as 1st, Tours as 5th and Bonus Packs as
4th by majority of responses as compare to total responses for each option
Int er pre ta ti on :
• Most Preferred Trade Promotions by retailers is Cash Discount given by the
company.
• Coupons/Contest is also preferred but astonishingly retailers least preferred Tours
as measure of trade promotion.

49
 Q11). Evaluate marico on following Parameters's/Activities?
(1: V Good & 5: Very bad)

Activities Ranking Total

1 2 3 4 5 Responses
POP Attractiveness 18 107 14 9 2 150
Order Taking 36 87 16 11 0 150
Billing/documentation 0 53 20 27 23 123
Credit Period Alloted. 0 0 10 117 23 150
Market Performance 10 93 24 17 6 150
P.Margin 0 22 10 49 20 101
Clains Settlement 0 0 0 127 23 150
Rank Points
1 5
2 4
3 3
4 2
5 1
Activities Max.Score Min Score Average Score Actual Score
POP Attractiveness 750 150 450 580
Order Taking 750 150 450 598
Billing/documentation 615 123 369 349
Credit Period Alloted. 750 150 450 287
Market Performance 750 150 450 534
P.Margin 505 101 303 236
Claim Settlement 750 150 450 277

7.5
Hundreds

4.5

1.5 C.Period M.Performan Claim

PoP Attrac. Order Taking Bill/Doc Profit Margin
Alloted ce Settlement

W.Score 580 598 349 287 534 236 277

50
Fin din gs:
• From the above responses it could be analyzed that POP attractiveness' has got
score of 580 that is above the average score.
• Order taking mechanism of Marico Company has also got score of 598 above the
average score.
• For Billing/Documentation only 123 retailers have given responses. Therefore the
average score comes to 369 and the actual score is 349 which is less than the
average score.
• For Credit Period allotted the score is 287 which is lowest among all and very less
than the average score.
• In terms of Profit Margin that retailers earn on the Product of Marico the
responses were provided by only 101 retailers. It's actual score is 236 which is
also less than the required average score for that attributes/activities
• Claim Settlement is the parameter where the score is lowest among all the
parameters
Int er pre ta ti on :
• POP attractiveness is Good according to retailers
• Order taking mechanism is also satisfactory and according to retailer's
requirements.
• Most of the retailers says that they do not take bill because of VAT problem, and
analyzing the score it shows that retailers are dissatisfied with
Billing/Documentation system of the company.
• Credit period allotted is also rated poor by retailers it shows some problem in
credit allotment to retailers either by intermediaries or the company itself.
• Most of the retailers refrain from answering the question, but from the responses
given and analyzing the score retailers perceive the Profit margin of the company
to be less.
• Company claim settlement system is extremely poor. Retailers are highly
dissatisfied with the system

51
 QUESTIONNAIRE ANALYSIS
(of Wholeseller's)
Q1) Do you buy the products of Marico from other Supplier than the stockiest of
your area?

Yes No
Yes 26
No 4

CHART – 19 Wholeseller's Responses for Purchase Other than Area Stockiest.

30
Wholesellers Responses

25

20

15

10

0
Yes No

Fin din gs:

From analyzing the responses of Wholeseller it could be analysed that 87% of
responses say that they purchase marico products from other purchase destination. and
only 14% of the responses say that they do not purchase from other area than stockiest
of their own area

Int er pre ta ti on :
• Most of the Wholeseller's purchase product from the other area.

• Purchasing is done mainly form outside in order to meet retailers order and due to
unavailability of specific product with stockiest.

52
 Q2) Are you satisfied by the services given to you by the stockiest of your area?
Indicate (1: Excellent & 5: V.Bad)
Services Provided 1 2 3 4 5 Total
Score
Van Delivery 4 26 0 0 0 124
Order Taking 5 21 0 3 0 115
Claim Settlement's 0 0 0 25 5 55
Product Availability 0 17 2 11 0 96
Credit Period Alloted 0 8 0 22 0 76
Discount/Margin 0 18 0 11 1 95
Rank 1.Score5 & Rank 5 Score 1
Min Score: 30 & Max Score 150.Average 90
CHART – 20 Evaluations of Services Provided by Stockiest to Wholeseller

150

124
115

96 95

76

55

30
Van Order claim Pr.Availa Credit Discount/
Delivery taking settleme bility Alloted Margin
Series1 124 115 55 96 76 95

Fin din gs:

• From the above analysis of W.Score for different services provided by the
stockiest to Wholeseller's it is analysed that services like V.Deliver,Order Taking,
have score more than 100 which is above average score

• Other Services like C.Settlement,Credit Period allotted and discount margin have
scored less than 90 which is below the average score

• Product availability is also 96 points.

53
Int er pre ta ti on :
• Wh.sellers has rated V.good to van delivery by majority of them it shows they are
satisfied by the service.
• Order taking is also rated V.good it also shows Wh.sellers are satisfied
• Claim Settlement has got least point rated Bad by majority of respondents. There
is some problem in the claim settlement system and Wh.sellers are not satisfied
• Credit Period allotted by stockiest to them is perceived less thus it is rated bad by
majority of respondent showing they are dissatisfied by credit period allotted
• Discount/P.Margin & Product availability given to Wholeseller's is perceived to be
average as score shows that it is just up the average score.

54
Q3) How often you buy the marico products from other Supplier and not of your
area?
Mostly Sometimes

Rarely Never
Mostly 0
Sometimes 8
Rarely 22
Never 0

Stockiest of U.Area 7
Wh.sellers of U.Area 2
Stockiest of other R.Area 21
Wh.sellers of other R.Area 0
CHART – 20 Wholesellers Purchasing Frequency & Destination other than Area
Stockiest

Stockiest of Sometimes
U.Area 27%
23%

Wh.sellers of
U.Area
7%

Stockiest of
other R.Area
Rarely
70%
73%

Fin din gs :
Form the above analysis it could be identifies that Wholeseller's purchase product
from the other area which happens rarely and according to 8 respond ants it happens
sometimes. Most preferred destination for purchasing is Stockiest of other rural area
for most of the wholesalers.
Int er pre ta ti on :
• Product Availability with the sockets is a area of Concern for the Company.
• Most of the times local Wholeseller has to purchase products from other rural
stockiest in order to meet the retailers order.
• There seems a problem between C& F agents& Stockiest in order Taking and
delivery which need to be readdressed by the company.

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Q4) Which are the Product's that you buy from the other suppliers majority of
times other than the stockiest of your own area? (More than 1 response)

Hair Oil Category 3

Hair Care Category 36
Edible Oil Category 18
Other Products 8

CHART – 21 Category of Products that are unavailable from local Stockiest

8 3
Hair Oil Category
Hair Care Category
18 Edible Oil Category
36 Other Products

Fin din gs :
As from the above analysis it has been found out that majority of retailers buy the hair
care product's from other stockiest as it has 36 responses, edible oil is bought from
other location according to 18 responses.

Int er pre ta ti on :

• It can be said that the Hair Care category that includes silk & shine, Mediker, &
After shower are the products which are not efficiently distributed by the company
• The problem might be at C & F agent, or stockiest that the company needs to
identify and work upon it so that distribution of such products cab be turn in lieu
of demand from the Wholeseller's and local retailers.

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Q5) Approximately how much of your order from retailers are impacted/affected
due to cutting problem or defective products supplied to you?

0 - 5% 5 - 10%

10 – 15% 15 – 20%

0-5 20
5-10 8
10-15 2
15-20 0
CHART 22 – Percent of Order Loss to Wholesellers due to Defective/Cutting
Problem

25

20
Responses

15

10 20

5
8
0 2 0
0-5 5-- 10 10-- 15 15-20
Percentage Of Order Loss (PA)

Fin din gs :
From the responses it could be anlysied that wholesleers average business or order are
affected by 0-5% according to 20 responses, 5-10% according to 8 repsonses

Int er pre ta ti on :
• The cutting problem is definitely impacting the wholesalers business
• Wholeseller's order are not met in time in return it impacts retailers order and
ultimately product availability to end user
• Company shoulds try and bring down the percentage defect in product that
may cause due to transportation, improper handling or packaging etc

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 HYPOTHESIS TESTING

Null hypo: Less than 10% of sale is affected due to defective products or cutting
problem
µHo < 10 % (Null hypo)
µH1 >= 10 % (Alt Hypo)

Significance level: 5 %
It is one-tail test.

Proportions X f d fd fd2
0- 5 % 2.5 20 -2
-40 80
5- 10 % 7.5 8 -1
-8 8
10- 15 % 12.5 2 0
0 0
15-20% 17.5 0 1
0 0
N= Σfd = Σfd2
30 =88
--48
X = 12.5 + Σ fd/N
= 12.5 + (-1.60)
= 10.9

σ = sqrt [Σfd2/n – (Σfd/n) 2]

= √ (88/30)- (-48/30)2
= 0.61
S.E. = 0.112

Ζ = (x -µ)/ S.E
= (10.9-10)/0.112

= 8.03
 z cal = 8.03

 z tab = 1.645

Calculated value of Z is more than table value, so the null hypothesis is rejected.

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c less than 10 percentage of sales is affected by cutting problem

mead point frequncy d fd fd*d

0-5 2.5 20 -2 -40 80
5-10 7.5 8 -1 -8 8
10-15 12.5 2 0 0 0
15-20 17.5 0 1 0 0
30 -48 88

MEAN 10.9
SD 0.611

SE 0.112
Z 8.068
table value 1.645

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 CONCLUSION OF THE STUDY.

(Based on Retailer's Responses)

► Company Marico has strong and long term association with the retailer's in rural
area's
► Parachute is the most satisfied Brand/product, followed by Saffola, Silk & Shine
Hair & Care, and Sweekar Edible Oil & after Shower Gel, but the Brand Shanti
Amla is area of concern as it is regarded to be dissatisfied brand.
► The Individual Product/Brand Satisfactory Chart is as under:

PARACHUTE
• It is a Satisfied Brand of the company and satisfaction is high on all
parameters (i.e.) Packaging, Product Varities, Commssion. T.P Offers and
even pricing is effective.

HAIR & CARE

• It is satisfactory brand of the Company. Satisfaction level is high on other
parameters as mentioned above but the product variants in this brand are
just two which according to retailers are less and thus they are dissatisfied
with the brand on this parameter.

SHANTI AMLA
• It is Dissatisfied Brand of the Company,Packaging & Product Varities are
the parameters on which company is lacking resulting into dissatisfaction
among the retailer's

AFTER SHOWER
• It is a new Product therefore it is neutrally rated on Product Varities and
Pricing but retailers are dissatisfied by the commission given given on this
brand. and they are satisfied by Packaging and Trade promotion offers
given on this brand

SILK & SHINE

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 • It is Satisfactory brand almost on all Parameter's. There are no Product
Varities in this Brand.

SAFFOLA
• It is a satisfied Brand. Retailers are satisfied by Packaging, Product
Varities and Pricing of this Brand but that are dissatisfied by the
Commission given and T.P offer's given to them as they perceive it to be
less than as compared to other competitor's in the same product category.

SWEEKAR
• It is a dissatisfactory Brand. Retailers are dissatisfied by commission, T.P
Offer's and pricing they perceive it to be high as compared to competition.

► Company is having efficient Sales Force and their Visit to retailers for order
taking is also adequate and satisfactory.
► Company is providing Timely & Accurate deliveries of goods to it's rural line
retailer's but the Completeness of Order is not maintained. According to retailers
they say that sometimes company sends more of the same Brand or less of the
same or sometimes the entire order is not according to prescribe order quantity. It
shows that deliver system is efficient and effective but the Dispatching is the area
where company needs to improve.
► There is some definite problem with the commission system and commission
paid to retailers by the company. Majority of retailers are dissatisfied by
commission system. Another Market research is required specifically on Brand v/s
Competitions v/s Commission paid to retailers.
► Proportion of Defective product is less which shows effectiveness of product
handling, efficiency of delivery mechanism and the quality and packaging
standard's that the company follow's
► Most preferred trade promotion is Cash Discount, followed by Coupons at 2nd,
Gift Articles at 3rd, Bonus Pack's at 4th & Tours at 5th ranking.
► Credit Period & Profit Margin allotted to retailers by the company is perceived
to be less and thus they are dissatisfied on this parameter
► Claim Settlement System of the company is Extremely Poor. Company need's to
make it efficient and faster.

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 (Based on Wholeseller's
Responses)
► Large chunk of Wholeseller's purchased goods from the stockiest other than of
their own area which shows product availability with wholesalers is not enough
to match the order of retailers.Wholeseller's mainly purchase from the stockiest of
other rural area in such situation
► Wholeseller's are satisfied with Van Delivery of goods to them by their area
stockiest. They rate it good along with order taking mechanism.
► Claim Settlement and Credit period given to Wh.sellers by the company is rated
poor which shows that retailers are dissatisfied by company on this parameter's
► Wholeseller mainly Purchase Hair Care Products and s from other Stockiest
which shows that this product are not supplied according to retailers and whole
sellers order by the company stockiest to whole sellers.

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RECOMMENDATION

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