Ashrith Maiyas Project PDF
Ashrith Maiyas Project PDF
Ashrith Maiyas Project PDF
BY
ASHRITH K P
1KG15MBA05
Submitted to
Department of MBA
K.S. School of Engineering and Management
No. 15, Mallasandra, off Kanakapura Road, Bangalore-560109
(2017)
DECLARATION
I, ASHRITH K P hereby declare that the Internship report entitled “A Study on Effectiveness
Of Distribution Channels” with reference to “Maiyas Beverages and Foods Pvt. Ltd.,
Bengaluru” prepared by me under the guidance of Prof. Pradeep, faculty of M.B.A Department,
K.S. School of Engineering and management and external assistance by Mr. Kiran, Channels
Development Manager at Maiyas Beverages and Foods Pvt. Ltd., Bengaluru.
I also declare that this Internship work is towards the partial fulfilment of the university regulations
for the award of degree of Master of Business Administration by Visvesvaraya Technological
University, Belgaum.
I have undergone a summer project for a period of Ten weeks. I further declare that this project is
based on the original study undertaken by me and has not been submitted for the award of any
degree/diploma from any other University / Institution.
Place: ASHRITH K P
The satisfaction and euphoria that accompany the success of any task would be incomplete
without the mention of the people who made it possible, whose constant guidance and
encouragement crowned my effort with success.
I take the opportunity to express my gratitude and thanks to our computer lab staff and
library staff for providing me opportunity to utilize their resources for the completion of
the project.
I would like to record my sincere thanks especially to all staff of Maiyas Beverages and
Foods Pvt. Ltd., Bengaluru, for their great help.
Last but not the least, I thank my family and friends for their invaluable help and support
during the project work.
ASHRITH K P
1KG15MBA05
TABLE OF CONTENTS
1 INTRODUCTION 1-4
* BIBLIOGRAPHY *
* ANNEXURE *
LIST OF TABLES
4.2 The rate of brand Pull of the Maiyas towards distributor’s business. 25
4.7 The distributor’s satisfaction level about the profit margins & 35
promotional schemes offered.
4.8 Offers Company gives discount on bulk orders. 37
4.14 Satisfaction level with the prompt delivery of the Maiyas Product. 49
4.2 The rate of brand Pull of the Maiyas towards distributor’s business. 26
4.7 The distributor’s satisfaction level about the profit margins & 36
promotional schemes offered.
4.8 Offers Company gives discount on bulk orders. 38
4.14 Satisfaction level with the prompt delivery of the Maiyas Product. 50
4.18 The main reason of conflict among outlet and company sales 58
people.
4.19 Rating of the service level of distributors. 60
The research paper brief about the effectiveness of distribution channels about Maiyas Beverages
and Foods Pvt. Ltd., Bengaluru, which involves the study of network of distribution channels,
impact factors of wholesalers and retailers and to analyses the level of satisfaction in the
intermediaries.
The data is collected through personal interviews and circulating 100 questionnaires to the
wholesalers and retailers and tabulated, analysed and interpreted by using statistical tools.
The following are the data find out during the study.
Most of the dealers are favour to sell the Maiyas products.
Dealers feel that products supplied by Maiyas are quality and hygienic.
Majority of the dealers recommend Maiyas product to their customers.
The damage policy given by the company to the dealers are good.
Fewer less of dealers urge the company to deliver the order in time.
Few dealers feel that timing is necessary to company sales force.
Dealers expect more margins of few Maiyas products.
It also suggests better relationship between the company and intermediaries for mutual benefits in
all the aspects. The report is prepared designed for the need of academic purpose and considered
few parameters of the distribution channels.
CHAPTER – 1
INTRODUCTION
A Study On Effectiveness Of Distribution Channels At Maiyas Beverages And Foods
Pvt. Ltd., Bengaluru
helps in understanding the various channels strategies adopted by the firms that bridge
the gap or space between the manufacturer and customers.
E-mail : contactus@maiyas.in
Website : www.maiyas.in
Mission:
To make ‘Maiyas’ a premier branded Food Company for a variety of authentic
and delicious Indian food products.
Lead in Quality, Authenticity Product and Process, Convenience and Innovation
using Nano technology in the best possible way.
Value:
Authenticity,
Consistency,
Passion,
Innovation,
Joy,
Quality,
Growth,
Hard work,
Enthusiasm.
Integrity,
Helping one another.
Karnataka, Kerala, Andhra Pradesh and Tamil Nadu are Maiyas highest performing
states. They have launched their snacks in the north, north-east and the west. Maiyas
are geographically based in the south and these products, which are authentic south
Indian food, are the largest sellers in India. The North-East is a very large market for
Maiyas, especially for their beverages, sweets and snacks. The only problem is there is
no proper distribution channels in the region, so they follow the CNF model for
redistributing their products. In the other regions Maiyas have their own sales force and
offices in Tamil Nadu, Kerala, Kolkata, Andhra Pradesh, Guwahati, Delhi and Mumbai.
SWEETS: MASALAS:
Gulab jamun Sambar
Rasgulla Xpress Rasam
Mysore pak Rasam
Chocolate soan papdi Puliyogare
Coconut soan papdi Bisibelebath
Orange soan papdi Vangibath
Soan papdi Potato sagu
Garam masala
SPICES: THINGY:
Chilli powder Bombay mixture
Coriander powder Thingy chat pata
Turmeric powder Thingy masti masala
Thingy tomoto
2.2.7 COMPETATORS
MTR
PARLE
HALDIRAMS
Strategy
Shared
Structure
valve
System Style
Skills Staff
System:
It shows the procedures, process of the company’s activities & how each and every
decision has been made in the organisation. Maiyas has to control the activities of each
and every employee & also a proper decision has been made. Maiyas has a sound
system like information system, operation system, finance system, HR system,
manufacturing system so on. If all the system of Maiyas performs the activities properly
then it leads the success of the organisation in the competitive world.
Strategy:
It is the plan developed by each department of the Maiyas Companies to gain the
competitive advantage to compete with competitors successfully in the market place.
This element of Mc Kinsey 7’s is very important which will influence on the other
elements. Maiyas has good strategies for different activities like marketing strategies,
promotional strategy, distribution strategy, production strategy & competitive strategy
to minimise the impact of competitors.
Structure:
It represents how the employees of different departments are arranged according to their
hierarchy level. It shows the clear picture regarding the business division arrangement
& whom they have to report or accountable. In Maiyas they have functional
organisational structure in which each department has own functional managers, who
is accountable for the work completion & later report to the higher authority.
Style:
In Maiyas they have autocratic leadership style where the top manager will take the
decision & control the behaviour & attitudes of their employees. Also few times
company follows democratic leadership style while taking the major decision regarding
the market, product expansion, diversification of product line & other marketing
activities.
Staff:
Staffs indicate the right person for the right job in the firm. Each departmental staff in
Maiyas is expert in performing the assigned work with proper training & development.
Staff in different departments has been motivated with different packages based upon
their performance & they are appraised according to the challenges they faced in the
marketplace.
Skills:
Maiyas Company always looks for the competitive skills in the employees to compete
in the market. During the time of recruitment & selection they will follow different
tests, which is essential for the company vacated post. They look for good conceptual
skills, technical skills & intrapersonal skills in the employees for right job.
Shared values:
This indicates the core values the company carries towards the employees & its
shareholders. It also evidenced regarding the organisational culture, attitude & work
ethics followed while running the organisation. It also includes how the employees
behave and value each other’s to lead the success of the company.
Internal External
Strength Opportunities
Weakness Threats
This study also helps to understand the distribution structure based upon the
demand and size of the product.
Also this study helped in understanding the need, importance and effect of
distribution channels on the sale of products.
I equipped with the knowledge about the various channels variables or factors
which influences the company’s distribution channels.
3.1 INTRODUCTION
Distribution channel is a process or route through which products travel from
manufacturer to the end user. The distribution channels is the mobile of goods between
place of manufacturer and the point of consumption through organization that performs
a variety of activities. The main participants in the distribution channels are producer,
intermediaries and consumers. A distribution channels is a direct transaction from
vendor to the consumer. Also Value is added by bringing products to ultimate
consumers and provides maximum satisfaction. Also they contributing towards the
growth of the country & producers economy, though many people fail to understand
noteworthy role of this sector, also the contribution made by middlemen by rending the
service to society cannot be disregarded. Many of the Organization have to build long
term relation not only with both the clients but key suppliers & middlemen during
production and distribution of goods/services. As distribution sectors changing it
function based on the changing environment to face the competition from other sectors,
span and productivity also affecting on the distribution channels. All this changes
creating advantage to customers by the availability of products and services more
conveniently and giving the number of advantages to pull towards the large number of
consumers.
2. Indirect marketing:
In this type indirect marketing goods are indirectly reach the consumers. In this goods
are moved with help of middlemen or intermediaries.
Different channels used in indirect marketing are:
Producer Retailer Consumers
Producer Wholesaler Retailer Consumers
Producer Agent Wholesaler Retailer Consumers
Producer Wholesaler Consumers
Information Provider:
Distributor is a vital person in assisting the producer and manufacturers with the
credible information about market and the customers. Also company can save
the research cost due to the additional information provided from the market
place by the middle men.
They assist in executing the price mechanism between the producer and the
customers:
The intermediaries help in accomplishment a price level which is satisfactory
for both to the producers as well to consumers.
Customer Relationships
As customer trust more to distributors than the manufacturers. As due to their
interactivity with channels members will build their trust & confidence on the
purchase of the product. Also the distributors help in providing the product
information & sales support assistance.
Assist in financing:
Distribution channels provides day to day expenditures in the form of the pre
payments for their products. As they give advance payment before the sale of
the product to the end users.
Number of Buyers:
The middlemen will see the number of buyer is market then it increases to
take the services of middlemen for the distribution of the goods. On other
hand, if the buyers are less than the distribution is done by the manufacturer
directly.
Competitive Factors:
As there are many competitors existed in the market for consumer fast
moving goods. Hence the distribution channels selects the reputed company
with go and reputation in the market to distribute the good.
Geographical Concentration:
As distributors selects the product based upon the specific need of that place
and their needs in that small place. They analyse the geographical
concentration of customers and distribute the goods as per their demands.
Location of Buyers:
The buyer’s location is also significant factor for selecting the type of
middlemen. When the buyers are scattered in large areas then there is major
use of wholesalers and retailers.
Easy promotion:
Distribution channels help to promote the products.
Increases sales:
Sales of the company will increases if the company select best channels of
distribution.
High expensive:
It is expensive because it passes from mediators.
Lack of honesty:
The company cannot trust on the distribution channels members because they
are the third persons and losses of the company will not affect them.
Possibility of breakage:
There is high possibility of breaking the products during the transportation.
Communication gap:
There is a gap between the company and the customers if the company use
lengthy distribution channels.
DATA ANALYSIS
AND
INTERPRETATION
A Study On Effectiveness Of Distribution Channels At Maiyas Beverages And Foods
Pvt. Ltd., Bengaluru
TABLE 4.1 SHOWS: The distributor’s relationship with The Maiyas Brand
Past 6 months 9 9%
6 - 12 months 13 13%
1 - 2 years 18 18%
2 - 3 years 23 23%
ANALYSIS:
Maximum number of 100 respondents, 9% of them are selling Maiyas products from
past 6 months, 13% of the are selling from 6 to 12 months, 18% of them are selling
from 1 to 2 years, 23% of them from 2 to 3 years and 37% of them selling Maiyas
product from more than 3 years.
CHART 4.1 SHOWS: The distributor’s relationship with The Maiyas Brand
37%
40%
23%
30% 18%
13%
20% 9%
10%
0%
Past 6 6 to 12 1 to 2 years 2 to 3 years More than
months months 3 year
INTERPRETATION:
From the above chart it can conclude that, most of the distributors selling Maiyas
products from more than 3 years. Hence the company must give attractive offers and
promotional schemes to the dealers to sell the Maiyas products and to maintain long
relationship.
TABLE 4.2 SHOWS: The rate of brand Pull of the Maiyas towards distributor’s
business
Excellent 11 11%
Good 36 36%
Average 21 21%
Poor 7 7%
ANALYSIS:
In 100 respondents, 11%of them tells that the Brand pull of Maiyas towards their
business is excellent, 25% of them tells that very good, 36% of them tells that good,
21% of them tells that average and remaining 7% of them tells that brand pull of Maiyas
towards their business is poor.
CHART 4.2 SHOWS: The rate of Brand Pull of the Maiyas towards Distributor’s
business.
30%
25%
25%
21%
20%
15%
11%
10% 7%
5%
0%
Excellent Very good Good Average Poor
INTERPRETATION:
From the above chart it can be conclude that, most of the distributors tell that brand pull
of Maiyas towards their business is good. But companies have to reach excellent. So it
should try to make increase the brand pull by giving advertisements and offers to the
customers.
Always 15 15%
Often 31 31%
Sometimes 27 27%
Rarely 19 19%
Never 8 8%
ANALYSIS:
From the above table it can understand that out of 100 respondents, 15% of distributors
are always recommend the Maiyas product to customers, 31% of them Often
recommend, 27% of them Sometimes recommend, 19% of them Rarely recommend
and 8% of them Never recommend the Maiyas product to the customers.
40% 31%
27%
30% 19%
15%
20%
8%
10%
0%
Always Often Sometimes Rarely Never
INTERPRETATION:
From the above chart I can interpret that, most of distributors often recommend the
Maiyas product to customers. It should be increase. So that company gives attractive
schemes and margins to distributors. Then only they recommend Maiyas product to
customers.
TABLE 4.4 SHOWS: The freshness of the food products which is supplied to
distributors in turn of expiry date.
Excellent 19 19%
Good 31 31%
Average 13 13%
Poor 3 3%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 19% of them tells
that the freshness of food products which supplied by the Maiyas company is excellent,
34% tells that very good, 31% tells that good, 13% of them tells that average and 3%
of them tells that the freshness of food product is poor.
34%
31%
35%
30%
19%
25%
20% 13%
15%
10% 3%
5%
0%
Excellent Very good Good Average Poor
INTERPRETATION:
From the above chart I can conclude that most of the distributors tell that the freshness
of food products which is supplied by the Maiyas Company is very good. So that
company should try to analyse the demand & sales of the product in the market based
on this they must manufacture the fresh product.
Sweets 17 17%
Snacks 21 21%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 23% of them tells
that Instant mixes has highest margin, 17% of them tells Sweets has more margin, 21%
of them tells that Snacks has high margin, 37% tells Masala and Spices and finally 2%
of them tells that Ready to Eat and Beverages has highest margin.
CHART 4.5 SHOWS: The category of product which has highest margin.
37%
40%
23% 21%
30% 17%
20%
2%
10%
0%
Instant mix Sweets Snacks Masalas and Ready to eat
Spices and
Beverages
INTERPRETATION:
From the above chart I can interpret that most of the distributors said that Masalas and
Spices product has highest margin. So that company gives margins to the category of
product which have slow moving.
TABLE 4.6 SHOWS: The main factor for Selling Maiyas product.
Margin 24 24%
Credit Policy 6 6%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 24% of
distributors sell Maiyas product because of Margin, 11% of them because of
Promotional schemes and offers given by Maiyas company, 38% of them because of
Consumers demand, 21% of them because of good Dealers relationship and 6% of
distributors only for the reason of Credit policy.
CHART 4.6 SHOWS: The main factor for Selling Maiyas product.
38%
40%
24%
30% 21%
20% 11%
6%
10%
0%
Margin Promotional Consumer Dealer Credit
Schemes & Demand relationship Policy
offers
INTERPRETATION:
From the above chart I can conclude that, more number of distributors that is 38% of
them sells Maiyas product because of Consumers demand. So that Maiyas Company
should give good margins, maintain good dealer relationship, provide attractive
promotional schemes and offers and build good credit policy to increase the distributors
to sell the Maiyas product.
TABLE 4.7 SHOWS: The distributor’s satisfaction level about the profit margins
& promotional schemes offered.
Satisfied 37 37%
Moderate 33 33%
Dissatisfied 12 12%
Highly dissatisfied 3 3%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 15% of
distributors are highly satisfied with the Profit margins and Promotional schemes
offered by the Maiyas Company, 37% of them are satisfied, 33% are moderately
satisfied, 12% of them are dissatisfied and 3% of them are highly dissatisfied.
CHART 4.7 SHOWS: The distributor’s satisfaction level about the profit
margins & promotional schemes offered.
37%
33%
40%
30%
15%
12%
20%
3%
10%
0%
Highly Satisfied Moderate Dissatisfied Highly
satisfied dissatisfied
INTERPRETATION:
From the above chart I can interpret that, most of distributors that is most of them are
satisfied with the profit margin and promotional schemes offered by the Maiyas
Company. So that company must try to give more attractive promotional schemes and
offers to make distributors high satisfaction.
Yes 38 38%
No 21 21%
Sometimes 14 14%
Probably No 5 5%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 38% of
distributors said company give discount on bulk orders, 21% of them said company not
giving discount on bulk orders, 14% of them said sometimes company give, 22% of
them said probably yes and 5% of them said probably no.
38%
40%
0%
Yes No Sometimes Probably Probably
Yes No
INTERPRETATION:
From the above chart I can interpret that majority of distributors said that company give
discount on bulk orders. Company should maintain this and try to increase the
percentage by giving more discounts for increase the sales level.
TABLE 4.9 SHOWS: The factor that influences the distribution of the company.
ANALYSIS:
From the above table out of 100 respondents , 4% of them influenced by factor called
attitude of salesperson, 21% influenced by after sales services, 34% by product
availability & promotional policies, 26% of them by unscheduled delivery & 15% of
them by payment & credit policies.
CHART 4.9 SHOWS: The factor that influences the distribution of the company.
34%
40% 26%
21%
30% 15%
20% 4%
10%
0%
Attitude of After sales Product Unscheduled Payment &
salesperson service availability delivery credit
issues & policies
promotional
policies
INTERPRETATION:
From the chart it’s clear that product availability & promotional policies is the major
factor has influenced the distribution of product. Hence the company must focus on
other factors by rendering good post sales services, also make the product available
with good promotional policies for the distributors. Company must provide the credit
policies for the distributors, which influences their loyalty for their next purchases.
TABLE 4.10 SHOWS: The frequently of the sales executives of the company visit
to wholesaler and retailer outlet.
Twice a week 9 9%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 9% of the
distributors says that sales executives of the Maiyas company visit the store twice a
week, 44% of them said once a week, 18% of them said twice a month, 17% of them
said one’s a month and 12% of them said they visit more than a month.
CHART 4.10 SHOWS: The frequently of the sales executives of the company
visit to wholesaler and retailer outlet.
44%
45%
40%
35%
30%
25% 18% 17%
20% 9% 12%
15%
10%
5%
0%
Twice a Once a Twice a Once a More than
week week month month a month
INTERPRETATION:
From the above table I can interpret that most of distributors said sales executives of
the Maiyas Company visit their store ones a week. To make better relation and
understand about the sales, executives of the company always try to visit frequently.
Always 29 29%
Often 20 20%
Sometimes 33 33%
Rarely 11 11%
Never 7 7%
ANALYSIS:
From the above table we can understand that out of 100 respondents, as per 29% of the
distributors executives of the company always convey the scheme on time, 20% said
often they convey schemes, 33% of them said sometimes, 11% said rarely and
remaining 7% said they never convey schemes on time.
33%
40% 29%
20%
30%
11%
20% 7%
10%
0%
Always Often Sometimes Rarely Never
INTERPRETATION:
From the above chart I can conclude that most of the distributors said company
executives sometimes convey the schemes on time. But executives always convey the
schemes on time then only company reach its sales target.
Excellent 18 18%
Good 44 44%
Average 17 17%
Poor 1 1%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 18% of the
distributors said the product and promotional knowledge of salesman is excellent, 20%
of them said very good, as per 44% good, 17 of them said average and 1% of them said
poor.
50% 44%
40%
30% 20%
18% 17%
20%
10% 1%
0%
Excellent Very good Good Average Poor
INTERPRETATION:
From the above chart I can conclude that, most of the distributors said that product and
promotional knowledge of the distributors is good. But it should be excellent. So that
company should give proper and effective training and development program to the
salesmen who visit to the distributor’s outlet.
TABLE 4.13 SHOWS: Time taken to delivering the product after make order
Within a month 4 4%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 49% of the
distributors said Maiyas delivery the product next day of ordering, 27% of them said 2
to 3 days of ordering, 13% them said within a week, 7% of them said company took
more than a week and remaining said company delivery within a week.
CHART 4.13 SHOWS: Time taken to delivering the product after make order.
49%
50%
40% 27%
30%
13%
20% 7%
4%
10%
0%
Next day 2-3 days Within a More than a Within a
week week month
INTERPRETATION:
From the above chart I can interpret that, most of distributors said Maiyas delivery the
product next day of ordering. Company should try to distribute the product as soon as
they get the order from the distributors to make them brand loyal & avoid brand
switching.
TABLE 4.14 SHOWS: Satisfaction level with the prompt delivery of the Maiyas
Product.
Satisfied 46 46%
Average 23 23%
Dissatisfied 9 9%
Highly dissatisfied 4 4%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 18% of
distributors are highly satisfied with the prompt delivery of Maiyas product, 46% are
satisfied, 23 of them are satisfied averagely, 9% of them are Dissatisfied and remaining
4% of them are highly dissatisfied.
CHART 4.14 SHOWS: Satisfaction level with the prompt delivery of the Maiyas
Product.
46%
50%
40%
23%
30% 18%
20% 9%
4%
10%
0%
Highly Satisfied Average Dissatisfied Highly
satisfied dissatisfied
INTERPRETATION:
From the above table I can conclude that most of the distributors are satisfied with the
prompt delivery of the Maiyas. To highly satisfy the distributors, company should
delivery the product immediately after ordering.
1-7days 9 9%
10 days 14 14%
15days 27 27%
21days 18 18%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 9% of the
distributors are getting 1 to 7 days of credit facilities from the Maiyas company, 14%
of the distributors are getting 10 days of credit facility, 27% of them are getting 21 days
credit facility and 32% of them getting more than 30 days of credit facility.
32%
35% 27%
30%
25% 18%
20% 14%
15% 9%
10%
5%
0%
1-7days 10 days 15days 21days More than
30days
INTERPRETATION:
From the above chart I can interpret that, most of the distributors are getting more than
30 days of credit facility. Company should give more days of credit facility then only
distributors will ready to sale the Maiyas products.
ANALYSIS:
From the above table we can understand that out of 100 respondents, 14% of the
distributors are completely satisfied with the damage policy, 34% of them are very
satisfied, 28% are moderately satisfied, 19% them are slightly satisfied and remaining
5% are not at all satisfied.
40% 34%
28%
30% 19%
14%
20%
5%
10%
0%
Completely Very Moderately Slightly Not at all
satisfied satisfied satisfied satisfied satisfied
INTERPRETATION:
From the above table I can conclude that, most of the distributors are very satisfied with
the damage policy of the Maiyas Company. Company should maintain liberal damage
policy to hold the existing distributors.
TABLE 4.17 SHOWS: Rating of distributors’ level of satisfaction with the after
sales services provided by company.
Highly satisfied 9 9%
Satisfied 34 34%
Moderate 43 43%
Dissatisfied 12 12%
Highly dissatisfied 2 2%
ANALYSIS:
From the table we can understand that out of 100 respondents, 9% of them are highly
sissified with the after sales services provided by the company, 34% of them are
satisfied, 43% of them are moderately satisfied, 12% of them are dissatisfied and 2%
of them are highly dissatisfied.
CHART 4.17 SHOWS: Rating of distributors’ level of satisfaction with the after
sales services provided by company
43%
50% 34%
40%
30%
9% 12%
20% 2%
10%
0%
Highly Satisfied Moderate Dissatisfied Highly
satisfied dissatisfied
INTERPRETATION:
From the above chart I can conclude that, most of the distributors are moderately
satisfied with the after sales services provided by the company. So company must
highly satisfy the distributors with after sales services by providing various after sales
services.
TABLE 4.18 SHOWS: The main reason of conflict among outlet and company
sales people.
ANALYSIS:
From the above table we can conclude that out of 100 respondents, 8% of them are said
lack of subject knowledge is a reason for conflict, 17% of them said Delayed payment,
39% of them said settlement and trade scheme, 23% of them said Handling of services
issues and 13% of them said lack of communication is the main reason for conflict
among outlet and company sales people.
CHART 4.18 SHOWS: The main reason of conflict among outlet and company
sales people.
The main reason of conflict among outlet and company sales people
39%
INTERPRETATION:
From the above chart I can conclude that, most of the distributors said Settlement of
trade scheme is the main reason for conflict among the outlet and the company sales
people. So that company must try to settle the trade scheme immediately after the
trading.
Completely satisfied 5 5%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 5% of distributors
are completely satisfied with the service provided by the company, 29% of them are
very satisfied, 46% of them are moderately satisfied, 17% of them are slightly satisfied
and 3% of them are not at all satisfied with the service level of the company.
46%
60%
29%
40% 17%
5% 3%
20%
0%
Completely Very Moderately Slightly Not at all
satisfied satisfied satisfied satisfied satisfied
INTERPRETATION:
From the above chart I can interpret that, most of the distributors are moderately
satisfied with services of the Maiyas Company. So that company always tries to
completely satisfy the distributors with their services. They should provide the services
which are expected by the distributors.
TABLE 4.20 SHOWS: The overall perception about the distribution activities of
Maiyas Company.
Good 43 43%
Average 27 27%
Bad 8 8%
Very bad 6 6%
ANALYSIS:
From the above table we can understand that out of 100 respondents, 16% of the
distributors perception towards the distribution activities of Maiyas company is very
good, as per 43% its good, from the view of 27% it is average, from the point of view
of 8% it is bad and remaining 6% of distributors its very bad.
CHART 4.20 SHOWS: The overall perception about the distribution activities of
Maiyas Company.
43%
60%
27%
40% 16%
8% 6%
20%
0%
Very good Good Average Bad Very bad
INTERPRETATION:
From the above chart I can conclude that, most of distributor’s perception towards the
distribution activities of Maiyas Company is good. Company should try to have good
images about the product in the market, which enhances the perception with the
distributors.
FINDINGS
SUGGESTIONS
AND
CONCLUSION
A Study On Effectiveness Of Distribution Channels At Maiyas Beverages And Foods
Pvt. Ltd., Bengaluru
5.1 FINDINGS
Most of the distributors as 37% have good relationship with Maiyas from more
than 3 years.
Majority as 36% of the distributor’s rate that brand pull of the Maiyas towards
business is good.
Majority as 31% of the distributor’s likes to recommend about Maiyas product
to customers.
Most of the distributors as (19%+34%+31%) 84% feels that the company
deliveries the fresh food products in time, to sell it to the customers.
37% of the distributers said Masalas and Spices has highest margin.
Almost 38% of distributors said that demand is the factor for selling Maiyas
company product.
Most of distributors as 37% are satisfied with the profit margins and
promotional schemes offered by the Maiyas company.
Most of the distributors as 38% said company gives discount on the bulk orders.
34% of the distributers are influenced by the product availability and
promotional policies to sell the Maiyas products.
Most of the distributors as 44% said that the sales executives of the company
visit to wholesaler and retailer outlet once in a week.
Most of distributors as 33% said that company executives always convey about
schemes on time.
44% of the distributers said Maiyas salesman have good product and
promotional knowledge.
Almost 49% of the distributors said that products are delivered on the next day
of the order made.
Majority of the distributors as 46% are Satisfied with the prompt delivery of the
Maiyas Product.
27% of the distributers are getting 15 days of the credit facilities.
Majority as 34% of the distributors are well satisfied with the damage policy.
Most of distributor’s as 43% satisfied with the after sales services provided by
company.
Majority of them as 39% said that trade scheme & handling of service issues is
main reason of conflict among outlet and company sales people.
46% of the distributers are moderately satisfied with the Maiyas services.
43% of the distributers have good perception towards the distribution activities
of the Maiyas Company.
5.2 SUGGESTIONS
Company must give attractive offers and promotional schemes to the dealers to
sell the Maiyas products and to maintain long relationship.
Company should try to increase the brand pull by giving advertisements and
offers to the distributors in turn helps the distributers to increase the sales.
Company must provide attractive schemes and margins to distributors, which
influences on the product demand and sale of the product to the customers.
Although the company giving the discounts for bulk purchases for both fast
moving and slow moving products. If the products are slowly moving in the
market, either the bulk purchase discounts should be raised or increase the
distributors margin to promote their products.
Company should maintain good dealer relationship & provide good credit
policy to the loyal distributors to sell the Maiyas product.
Company should give slight discounts on bulk purchases from the distributors
to boost the sales.
Company executives must always convey the schemes on time then only
company reach its sales target.
Company should give effective training and development program to the
salesmen who visit to the distributor’s outlet.
Company should try to distribute the product as soon as they get the order from
the distributors to make them brand loyal & avoid brand switching.
Company should maintain liberal damage policy to hold the existing
distributors.
Company must highly satisfy the distributors with after sales services by
providing various after sales services.
Company should try to have good images about the product in the market, which
enhances the perception with the distributors.
5.3 CONCLUSION
From this study I can conclude that the Maiyas has high consumer demand for their
products. As there are many competitors in market, which has high impact on the sale
or demand of the product. Also there is high brand switching due to various flavours,
taste & availability in the market. Company must try to promote the product by various
types of advertisement & various promotional schemes to the distributors who are loyal
purchases. Also company must use various distribution channels with proper channels
strategy with its application. Finally the company must consider various variables,
which has high impact on the company reputation and distributors relationship.
BOOKS:
Marketing Management by Philip Kotler
Marketing Management by S. P. Bansal
Sales and Distribution Management by S. L. Gupta
ANNEXURE
Dear Sir/ Madam,
Address of Store:
Contact detail:
Super market
Departmental stores
Provision stores
General stores
2. How do you rate the Brand Pull of the Maiyas towards your
business?
1. Excellent
2. Very good
3. Good
4. Average
5. Poor
4. How do you rate the freshness of the food products in the terms of
expiry date?
1. Excellent
2. Very good
3. Good
4. Average
5. Poor
13. How much time does it take for delivery Maiyas Product after
ordering?
1. Next day
2. 2-3 days
3. Within a week
4. More than a week
5. Within a month
14. Are you satisfied with the prompt delivery of the Maiyas
Product?
1. Highly satisfied
2. Satisfied
3. Average
4. Dissatisfied
5. Highly dissatisfied
15. How many days of credit facilities provided for the distributors?
1. 1-7days
2. 10 days
3. 15days
4. 21days
5. More than 30days
18. Which is the main reason of conflict among outlet and company
sales people?
1. Lack of subject knowledge
2. Delayed payments
3. Settlement of trade scheme
4. Handling of service issues
5. Lack of communication
20. How do you rate the overall perception about the distribution
activities of Maiyas Company?
1. Very good
2. Good
3. Average
4. Bad
5. Very bad