MMS Programme

CHAPTER COMPANY PROFILE

Leadership:

Chairman Chief Executive Officer Chief Financial Officer

Azim.H.Premji T.K Kurien -CEO, IT Business and Executive Suresh Senapaty - CFO and Executive Director

Wipro Limited (Wipro), incorporated on December 29, 1945, is a global information technology (IT) services company. Wipro provides a range of IT services, software solutions and research and development services in the areas of hardware and software design to companies worldwide. The Company uses its development centers located in India and worldwide, quality processes and global resource pool to provide IT solutions and deliver time-to-market and time-todevelopment advantages to its clients. It also provides business process outsourcing (BPO) services.

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The Company operates in three segments:

1. 2. 3. IT Services business segment, IT Products business segment and Consumer Care and Lighting business segment.

1.1

Business Divisions Of Wipro

Wipro IT
Wipro Technologies, the global IT business of Wipro Limited is a leading Information Technology, consulting and outsourcing company with a comprehensive portfolio of services and an organization wide commitment to sustainability and innovation. The IT Products segment sells a range of Wipro personal desktop computers, Wipro servers and Wipro notebooks. It is also a value added reseller of desktops, servers, notebooks, storage products, networking solutions and packaged software for international brands. Wipro entered into the technology business in 1981 and has over 130,000 employees and clients across 54 countries today. IT revenues stood at $ 5.9 billion for the year ended March 31, 2012 with a repeat business ratio of over 95%. Wipro Technologies enables clients to respond and change according to business needs, to do business better and be future-ready.It provides IT services, outsourced R&D, infrastructure services, business process services and business consulting. The business model at Wipro Technologies Ltd is an industry aligned customer facing model which gives greater understanding of customers businesses to build industry specific solutions.

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Wipro Consumer Care & Lighting

Wipro Consumer Care and Lighting (WCCLG), a business unit of Wipro Limited operates in the FMCG segment offering a wide range of consumable commodities. Established in 1945, the first product to be introduced by WCCLG was vegetable oil, later popularized under the brand name 'Sunflower Vanaspati . It offers personal care products, such as Wipro Baby Soft and Wipro Safewash, toilet soaps like Santoor and Chandrika and international brands like Yardley. Its portfolio of lighting solutions includes products like Smartlite CFL LED, emergency lights and more. Through its customer-centric products and acquisitions, Wipro Consumer Care and

Lighting has become a fast growing company in the FMCG segment.

Wipro Infrastructure Engineering

Wipro Infrastructure Engineering is the hydraulics business division of Wipro Limited and has been in the business of manufacturing hydraulic cylinders, truck cylinders, and their components and solutions since 1976. This division delivers hydraulic cylinders to international OEMs and represents the Kawasaki, Sun Hydraulics and Teijin Seikirange of hydraulic products in India. It has entered into partnerships with companies like Kawasaki and aerospace giant EADS. The commitment to quality has made Wipro Infrastructure Engineering the second largest independent manufacturer of cylinders in the world. The company has recently ventured into water treatment systems and solutions to cater to the needs of various industries.

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Wipro GE Medical Systems Limited

Wipro GE Medical Systems Limited is Wipros joint venture with GE Healthcare South Asia. It is engaged in the research and development of advanced solutions to cater to patient and customer needs in healthcare. This partnership, which began in 1990 today includes offerings like gadgets and equipment for diagnostics, healthcare IT solutions and services to help healthcare professionals combat cancer, heart disease and other ailments. There is complete adherence to Six Sigma quality standards in all products.

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1.2

Spirit of Wipro

The Spirit of Wipro is the core of Wipro... the Spirit is rooted in current reality, but it also represents what Wipro aspires to be thus making it future active. The Spirit is an indivisible synthesisof all three statements. It means manifesting Intensity to Win, acting with sensitivity and being unyielding on integrity all the time.

Make customers successful.

Team, Innovate, Excel.

This is the desire to stretch, to achieve that which seems beyond our grasp. This is aiming for maximum. This is the ardour to do our best, the hunger to be the best. This is the devotion to challenging our limits, it is about realizing our potential, and about expanding our potential. It is not about winning at all costs. It is not about winning every time. It is not about winning at the expense of others. It is about working together to create synergy. It is realising that I win when my team wins; my team wins when Wipro wins; and Wipro wins when its customers win, when its stakeholders win. It is about innovating all the time. It is a continuous endeavour to do better than last time. It is the Spirit of fortitude, the Spirit of never letting go ever.

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Respect for the individual.

Thoughtful and responsible.

At its highest vision, respect for the individual is unqualified. The core of this sensitivity lies in understanding that every being, however different, is equal. The spirit of democracy underlies our notion of sensitivity we believe in a society where each citizen sees the ethic of equity, the essentiality of diversity, the ethos of justice, and is thus driven to social action. It is seeing each of us is inextricably embedded in the same social fabric. The other source of respect is trust. Trusting that every individual is driven by learning, that each individual would like to grow, that every individual strives for a meaningful life and is intrinsically driven to do his/her best. Therefore, true respect means creating conditions in which every individual grows to realise his/her promise and potential. We are responsible for, and have an obligation to live in harmony with, our ecological environment. We should actively act to preserve nature, and refrain from any action that harms ecology. Thus, when I act with thoughtfulness, act responsibly, act with empathy I act with sensitivity.

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Delivering on commitments.

Honesty and fairness in action.

Integrity is a commitment to searching for and acting on the truth. Truth is a word with many manifestations it means keeping ones word; it also means understanding and realising ones highest vision of oneself. On integrity, there will be no compromise we will always act to establish the foremost standards of honesty and fairness. Integrity is a beacon. It is what guides us, gives us direction it is not a straitjacketing laundry list of dos and donts. Integrity is being ethical beyond doubt. It is living the law of the land in spirit. It is what will give us the confidence to stand up to any scrutiny. The Spirit is an indivisible synthesis of all three statements and means manifesting the three values all the time. Wipro organizes the Spirit of Wipro Run every year in which employees and families are encouraged to participate to celebrate the Wipro spirit. In 2011, this run was organized over a period of 24 hours across 11 cities in India and 45 overseas locations across five continents a first in the runs six year history.In its 7th year, the Spirit of Wipro run is being held in more than 82 cities across the world with more than 40000 registered runners. The run is scheduled to be held on 15 September 2012.

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1.3

Range Of Products :

Santoor Glucovita Santoor Talc Sanjeevani Honey Santoor Handwash Enchanteur Santoor Facewash Sweet n Healthy Santoor EnhanceWipro Shikakai Santoor DeoRomano Chandrika Wipro Baby Soft Chandrika Handwash Yardley Chandrika FacewashTablelamps Sunflower Vanaspati Smartlite CFLDomestic Fixtures FTLLED Downlighters Safelite GLSLED/ Emergency lanterns Wide Range Of Product

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1.4

Wipros Ranking Among Top 20 FMCG Companies in India

Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Ltd Asian Paints (India) Cadbury India Britannia Industries Ltd. Procter & Gamble Hygiene and Health Care Marico Industries Ltd. Colgate-Palmolive (India) Ltd. Gillette India Ltd. Godfrey Phillips Henkel Spic Johnson & Johnson Wipro Nirma Ltd Amul IndiaGodrej Consumer Products Ltd

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1.5

Milestones

1947 - Establishment of an Oil crushing unit at Amalner in Maharashtra 1970 - Manufacture of Hydrogenated cooking (Vanaspati) medium at Amalner 1982 - Introduced Flexi Packs for Hydrogenated cooking medium - a first in India 1986 - Santoor soap launched 1991 - Wipro Lighting established 1991 - Wipro Baby Soft Products launched 1999 - Launch of Wipro Active 2003 - Launch of Wipro Safewash 2003 - Glucovita acquired 2003 - Chandrika Marketing Rights obtained 2004 - Launch of SantoorFacewash and Cream 2005-06 Amongst the fastest growing FMCG companies 2006 - Acquisition of North West Switches 2007 Acquisition of Unza, One of the leading companies of South East Asia, in personal care business. 2009 Relaunch of Santoor. WCCLG Revenues cross Rs. 2000 Cr.

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2.1) TASK IDENTIFICATION The segment which I was allotted was of Consumer Care and Lighting
Wipros Consumer Care and Lighting (CCL) business segment focuses on market segments in personal care in specific geographies in Asia, the Middle East and Africa, as well as office solutions in India. The Company leverages its brands and distribution strengths to sustain a profitable presence in the personal care sector, including personal wash, fragrances, hair and skin care, male toiletries and household lighting and office products. Its office solutions include lighting products, modular switches, modular furniture and security solutions. Its Santoor soap brand is the soap category brand, and its Safi brand is the Halal toiletries brand in Malaysia. Its Yardley brand operates in the Middle East in the luxury segment of personal care. The Companys range of personal care products includes deodorants and fragrances, hair care, bath and shower, skin care and other personal care products. The Company has focused on consolidating its brand portfolio and has about 34 brands, including Yardley, Enchanteur, Safi, Eversoft and Romano. Its product lines include soaps and toiletries, as well as baby products, all produced using ethnic ingredients. Its umbrella brands include Santoor, Chandrika, Wipro Active and Wipro Baby Soft, a range of infant and child care products that includes soap, talcum powder, oil, diapers and feeding bottles and wellness products. The Companys product line includes modular switches, incandescent light bulbs, compact fluorescent lamps and luminaries. It operates both in commercial and retail markets. It has also developed commercial lighting solutions for pharmaceutical production centers, retail stores, software development centers and other industries. It also offers security solutions for household
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and institutional consumers. Its modular furniture is for office use and includes workstations, storage and chairs. Its product range includes premium workstations and seating systems designed by international designers. It operates both in commercial and retail markets. It sells its products to software development centers, banks and financial institutions, insurance companies and manufacturing companies who are in the process of setting up new facilities or expanding their current workspaces. The Company markets and sells its personal care products through a host of distribution channels, which include modern retail outlets, hypermarts, supermarts, traditional retailers, van operators and wholesalers. It sells and markets the consumer care products primarily through its distribution network in India, which has access to over 4,000 distributors and approximately 1.9 million retail outlets throughout the country. It sells a portion of its lighting products to major industrial and commercial customers through its direct sales force, from 34 sales offices located throughout India. The Company competes with Unilever, Proctor and Gamble, Johnson & Johnson, LOreal, ITC (FMCG), Reckitt Benckiser, Godrej, Philips, General Electric, Havells, Bajaj, Crompton and BP Ergo. Wipro Ltd. is today among the top business conglomerates in the world. With a $ 5 Billion turnover, it has diverse interests ranging from Information Technology to Infrastructure Engineering and Consumer Care. Wipro has a presence across 50 countries and employee strength of over 94000 employees worldwide from over 50 nationalities. Wipro Consumer Care and Lighting is today among the top 10 FMCG companies and amongst the Fastest Growing FMCG companies in India. It has a presence in over 40 countries with over
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6500 employees worldwide. Wipro has 8 production plants in India and 5 overseas. The business segments within WCCLG include Consumer Care, Trade Lighting, Commercial and Institutional Lighting, Furniture, North West Switch Gear and with the acquisition of Unza in 2007, company has now acquired a global footprint. Wipros organic growth has been led by growth in toilet soaps, domestic and institutional lighting and office furniture. Wipro has also gained from new launches Wipro Safewash, Santoorhandwash, SantoorFacewash, Wipro Sanjeevini honey, Wipro Sweet N Healthy. Amongst the acquired brands, Glucovita and Chandrika have shown excellent growth with new variants, brand extensions and brand enhancements. Acquisition in the institutional business segment includes North West Switches. Focus on customer needs with distinctive offerings, supported by an able distribution system has contributed to the growth of Wipro. The task which was allotted to me was of Project Traineewith respect to Wipro Star Outlets (WSO) i.e. of examining the sale prospects & display layouts for Santoor& NonSantoor products viz. 1) Santoor Soap 2) Santoor white 3) SantoorDeo 4) SantoorHandwash 5) Santoorfacewash 6) Wipor CFL 7) Wipro Talc 8) Wipro Shikakai 9) Wipro Sunflower
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2.2) AREA COVERAGE

Total 1,074 Star Outlets in Mumbai

Mumbai 1

Mumbai 2

Central Navi Mumbai (UptoPanvel-Vasai) Western

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Chapter 3) Work profile Objectives

.

3.1)

To determine availability of windows for allotted brands:

This being the important aspect of products display at the retail outlets, it was required to be checked in accordance with the criteria set for the same. 3.2) To ascertain availability of Brands & SKUs :

Wherein the task was to ascertain the demand & supply elements related to various brands & SKUs of Wipro in the allotted region & to find out the reasons related non-availability of brands at the stores. 3.3) 3.4) To identify execution of implemented schemes for retailers To stimulate appointed staff (3rd parties) to arrange the companys products display as per the set criteria & to make best use of assigned resources for the same

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3.1) LIMITATION:

The study have been completed in 45 days, this is not sufficient time to do a survey in big cities like Mumbai central, western and harbor.. The sample size chosen is limited to 363 outlets; the study may not be applicable to the total market. Hence the data collected may not be a representation of the entire population. There is a possibility of biased answer from the respondents; hence the information collected might not be an accurate one. The study has been done in certain areas of Mumbai. The findings are regional and do not represent the state or country. As the market being very huge it was not possible to cover each and every area.

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3.2) RESEARCH METHOLOGY -Research Objective:

The object of this research conducted by me is a part of the market research programme of WIPROLTD and is an attempt to get an idea and analysis about the sale promotional activities and their effectiveness on sales. This survey is essentially like a mirror which will reflect need of sale promotional activities to increase the sale of company. With the growing need of not only retaining the market share but also increasing the share in the market it is of utmost impotence that the companies must possess maximum information about their customer as well as of those which are likely to be their customer in future, their expectations, their demands for quality and services so that the company can make regular improvement in the quality of product and services it is offering for the customers. In order to enhance the sales the company will really have to keep in mind that the customer is the king and should be given what he demands, what he ask for. I survey many areas, interacted with many retailers from various areas in Mumbai . I tried to

know and analyze many things about WIPRO LTD. sales promotional activities& their merchandising activities. Therefore I think survey will provide essential guidelines to the company for deciding and implementing future policies, so as to increase market share and give competitive edge over its competitors.

Meaning of Research:
Research is defined as the systematic and objective search for and analysis of information relevant to the identification and solution of any problem.

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Role of Research:
Research is a systematic collection and analysis of information that is ultimately used in evolving decisions. All the stages in research must be carried out in logical manner. It should also ensure objectivity in every step. Research must not be a mere collection of statistical information. One must justify the choice of methodology of data collection and analysis. And research must not be too preoccupied with techniques, but instead convey the meaning of the results in marketing terms even when some advanced sophisticated or advanced tools is used.

Marketing Research:
Marketing research plays an important role in the process of marketing. It helps the firm to acquire a better understanding of the consumer competition and the marketing environment.

Definition:
Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making. - Coundiff& Still.

Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. Phillip Kotler

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Research Process:
Research exercise may take many forms but systematic enquiry is features common to all such forms. Being a systematic enquiry, it requires careful planning of the orderly investigation process .

Stages in the research process:

In planning and designing a specific research project, it is necessary to anticipate all the steps that must be undertaken if the project is to be successful in collecting valid and reliable information. The steps of marketing research process are highlighted in the following flow diagram.

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1. Defining the problem Clear problem definition is of crucial importance in research in terms of both time & money. It is rightly said that a problem well defined is half solved. Careful attention to problem definition allows the researcher to set the proper research objectives, which in turn facilitate relevant and economic data, collection. 2. Statement of the research objectives After clarifying and identifying the research problem with or without exploratory research, the research must a formal statement of research objectives. Research objectives may be stated in qualitative or quantitative term and expressed as research question statement or hypothesis.

3. Planning a research design Once the research problem been defined and the objectives decided, the research design must be developed. A market design is a master plan specifying the procedure for collecting and analyzing the needed information. It represents a framework for the research action. The researcher must at these stages also determine the type source of information deeded, the data collection methods, the sampling methodology and the data timing and possible costs of the research.

4. Collecting the data The data collection process follows the information of research design including the sample plan. Data, which can be secondary or primary, can be collect using variety of tools. These tools are classified into two broad categories, the observation method and the survey methods, all of which have inherent advantages and limitations.

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I) Primary Data: In most research areas, field survey is commonly used to collect primary data from the respondents. Surveys can be 1) Personal. 2) By mail 3) Telephonic It is common practice to use structured questionnaires prepared in advanced, to elicit the necessary from the respondents. Whether it is personal or mail survey, it is necessary to design suitable questionnaire, conduct a pilot survey and undertake a pre-testing of the questionnaire. Whereas in my project report I have collected primary data by personally visiting 363 outlets from various area of Mumbai. Overview of outlets which have been considered while collecting the primery data they are as follows:
DADAR DADAR,PAREL MALAD (W) JOGESHWARI (E) MULUND (W) BHANDUP AIROLI(W),RABALE KOPARKHARANE, GHANSOLI, SION,BYCULLA VAITIWADI, KAJUWADI MANPADA,BRAHMAND VARTAKNAGAR, YASHODHNNAGAR KURLA (W.) MANORAMANAGAR, VASANTVIHAR GHATKOPAR (W) KISANNAGAR, CHECKNAKA MALAD (E) BHAYANDER,MIRAROAD MULUND (E) KANJOOR MARG (E) TURBHE,VASHI NERUL,JUINAGAR, SANPADA KHARGHAR INDIRANAGAR, SHRINAGAR

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II) Secondary Data:

Secondary data means data that are already available, it means which have already been collected and analysed by someone else. When research utilizes secondary data, research has to look into various sources from where researcher can obtain data; usually data published is available in 1. 2. 3. Technical & trade journals; Books, magazines and newspapers; Reports and publications of various associations connected with business and industry; 4. Reports prepared by research scholars, universities, economist, etc. in different field; 5. Public records and statistics, historical documents and other sources of publication information.

5. Data analysis & processing Data processing begins with the editing of the data and coding process, tabulation and drawing statistical inferences Analyses represent the application of logic to the understanding of the collected about the subject. The appropriate analytical tool chosen depend on information requirement of the problem, characteristics of the research design & the nature of data gathered. 6. Formulating conclusion, preparing the report The final stage in the research process is that of interpreting the information and drawing conclusions for use in managerial decisions. The research report should effectively communicate the research findings and need not necessarily include complicated statement about the technical aspects of the study and research methods.

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Research Design:
A research design is a blueprint prepared depending on various types of blueprints available for the collection, measurement and analysis of data. Every research design must have a scientific base to achieve the desire objectives. A research design is a master plan or model for the conduct of formal investigation and survey. It decides the source of information and methods of gathering data. A questionnaire or other forms are tested to use for collection of data. Sample design is to be selected. Good research design insure that the information obtained is relevant to the research question and that is collected by objectives since Research Design is simply framework or plan for a blueprint is followed in completing the research study.

Research Design decision should be in the following order: What is the study about? Why the study is being carried out? Where the study would carry out? What type of plan is required? Where can be the required data found? What period of time shall the study include? How shall be the sample design? What method/technique of data collection will be used? How will the data be analyzed? In what style shall the report be prepared?

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3.3) Merchandising management Retail Merchandising is the process of developing, securing, pricing, supporting and communicating the retailers merchandise offering. It means offering the right product at the right time at the right price with the right appeal!! Retail Merchandising refers to the various activities which contribute to the sale of products to the consumers for their end use. Every retail store has its own line of merchandise to offer to the customers. The display of the merchandise plays an important role in attracting the customers into the store and prompting them to purchase as well. Merchandising helps in the attractive display of the products at the store in order to increase their sale and generate revenues for the retail store. Merchandising helps in the sensible presentation of the products available for sale to entice the customers and make them a brand loyalist. Promotional Merchandising The ways the products are displayed and stocked on the shelves play an important role in influencing the buying behavior of the individuals. A merchandiser maximizes the sale of the products by: Attractive packaging The packaging of the merchandise goes a long way in improving the brand value of the product. A product kept in a nice box would definitely catch the attention of the customers. Impressive presentation of the Product The display of the products at the retail store must entice the customers. The merchandiser in coordination with the store manager must ensure that the products are according to the season as well as latest trends. The merchandiser must: Source something which is unique and not available at any other retail store.
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Never compromise on quality of the merchandise. Compromising on quality costs later. Source merchandise as per the season and climate. Unique Pricing (Discounts) Attractive prices, discounts, rebates also bring customers to the store. Promotional schemes, gifts Coupons and attractive gifts make shopping a pleasurable experience for the customers. The merchandiser ideally works on the invariant right principle. Since most of us are right handed, it is a common tendency that customers entering into retail store would first go towards the right side of the store. The merchandiser should display the unique and expensive collections on the right side of the store to entice the customers. The set up of the store should be such that once a customer enters into a store, he has to walk through each and every department. The shelves should be stocked with the latest trends. The merchandise should be well organized on the racks according to their size and pattern. It is the key responsibility of the merchandiser to create an attractive display to pull the customers into the store. Once the customer steps into the store, he would definitely buy something or the other.

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To determine availability of windows for allotted brands : a.Organised View For display:

b. Unorganized Display of products:

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In order to evaluate the identified objectives the analysis has been done on the basis of following tabular data : Data analysis and interpretation plays an important role in turning quantity of paper into Defensible , actionable sets of conclusions and reports. It is actually a set of method and technique that can be used to obtain information and insights from data. It can lead the researcher to get information and insights that would not be available. It can help to avoid erroneous judgments and conclusion. It can provide a background to help interpret and understand analysis conducted by others. Knowledge of power of data analysis techniques can constructively influence research objectives and research design. Data analysis can be a powerful aid to gain useful knowledge from the data collected. Data analysis has the potential to ruin a well-designed study. Inappropriate or misused data analysis can suggest judgments and conclusions that are unclear and incomplete.

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5.1)

Tabular representation of merchandising and Brands & SKUs available at Wipros

star outlets The table given below shows number of brands & skus available at each star outlet in respective area.The minimum requirement of brands & skus is 8 & 24 respectively. But in certain outlets, the required availability was not maintained & those outlets are thus termed as defected outlets.
NO. OF OUTLETS DATE WORKED AT BRANDS DEFECTED OUTLETS SKUs

5/3/2012 5/4/2012 5/5/2012

3 DADAR
DADAR,PAREL SION,BYCULLA

1 2 1

8 8 7

22 21 22

15 12

6-May
5/7/2012 5/8/2012 5/9/2012 5/10/2012 5/11/2012 5/12/2012 MULUND (W) BHANDUP MULUND (E) KANJOOR MARG (E) GHATKOPAR (W)

8 7 8 20 15 12

2 4 1 0 3 4

7 7 6 8 7 5

23 21 22 27 24 15

SEAWOODS DHARAVE,BELAPUR

13-May 5/14/2012 5/15/2012 5/16/2012 5/17/2012 Imcost, Thane

KHARGHAR AIROLI(W),RABALE KOPARKHARANE,GHANSOLI,TURBHE,VASHI NERUL,JUINAGAR,SANPADA

21 12 12 7

4 5 4 3

7 7 6 6

12 10 11 10

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5/18/2012 5/19/2012 20-May 5/21/2012 5/22/2012 5/23/2012 5/24/2012 5/25/2012 5/26/2012 27-May

GOREGAV (E)

7 11

2 2

6 7

22 23

GOREGAV(W)

MALAD (W)

12

22

JOGESHWARI (E) MALAD (E)

16 15 12 11

5 5 5 1

6 7 7 7

21 22 22 23

BHAYANDER,MIRAROAD GOREGAV (W)

15 5/28/2012 5/29/2012 5/30/2012 5/31/2012 6/1/2012 6/2/2012 KURLA (W.) 3rd PAYROOL DADAR 12 DOMBIVALI(E)
12

21

3
4

7 8

23 21

DOMBIVALI(W)
19 19 4 3 7 7 22 23

BADLAPUR INDIRANAGAR,SHRINAGAR

3-Jun
6/4/2012 6/5/2012 6/6/2012 6/7/2012 6/8/2012 6/9/2012 VAITIWADI,KAJUWADI MANPADA,BRAHMAND VARTAKNAGAR,YASHODHNNAGAR MANORAMANAGAR,VASANTVIHAR KISANNAGAR,CHECKNAKA 10 13 14 2 1 2 8 8 7 23 26 24 10 10 18 3 2 2 7 7 8 22 23 26

INDIRANAGAR,SHRINAGAR

10-Jun 6/11/2012 Imcost, Thane

VAITIWADI,KAJUWADI 10 4 7 22

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6/12/2012 6/13/2012 6/14/2012 6/15/2012 6/16/2012 17-Jun 6/18/2012 6/19/2012 6/20/2012 6/21/2012 6/22/2012 6/23/2012 24-Jun 6/25/2012 6/26/2012 6/27/2012 6/28/2012 6/29/2012 6/30/2012 1-Jul 7/2/2012

MANPADA,BRAHMAND VARTAKNAGAR,YASHODHNNAGAR MANORAMANAGAR,VASANTVIHAR KISANNAGAR,CHECKNAKA INDIRANAGAR,SHRINAGAR

10 18 10 13 14

2 3 3 2 2

7 8 8 8 7

23 26 26 24 22

VAITIWADI,KAJUWADI MANPADA,BRAHMAND VARTAKNAGAR,YASHODHNNAGAR MANORAMANAGAR,VASANTVIHAR KISANNAGAR,CHECKNAKA INDIRANAGAR,SHRINAGAR

10 10 18 10 13 14

2 2 3 2 3 2

7 7 8 8 8 7

22 23 26 23 26 24

VAITIWADI,KAJUWADI MANPADA,BRAHMAND VARTAKNAGAR,YASHODHNNAGAR MANORAMANAGAR,VASANTVIHAR KISANNAGAR,CHECKNAKA INDIRANAGAR,SHRINAGAR

10 10 18 10 13 14

2 3 3 4 3 3

7 7 8 8 8 7

22 23 26 23 26 24

VAITIWADI,KAJUWADI

10

24

363 86

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5.2) Assessment of Merchandising activities

Areas Mumbai 1 Mumbai 2

No. Of Outlets 103 260

Defected Outlets 30 56

Percentage Of Defected Outlets 29.13 % 21.54%

MUMBAI 1 South Mumbai 30 Western Mumbai 73 26 35.62 % 4 13.33%

MUMBAI 2 Central Navi Mumbai 196 64 36 20 18.37% 31.25%

interpretation: The above table shows assessment of merchandising activities with respect to total outlets & number of outlets defective among them. The percentages drawn from the same also reveal the level of importance given to such activities in various areas. The same has been represented further using pie diagrams.

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5.2 (A)Merchandising Assessment for Mumbai 1 & 2

All the pie diagrams given below reveal the percentages of merchandising activities carried out in various areas. The required corrective measures can be taken in order to upgrade the same.

29.13 % 49.33 % 21.54%

Mumbai 1 Mumbai 2 Remaining

Interpretation : This is a diagrammatic representation about the number of outlets visited to analyze the merchandising activity conducted in this outlet.

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5.2 (B) Merchandising Assessment for Mumbai 1

13.33%
South Mumbai

51.05 % 35.62 %

Western Mumbai Remaining

Interpretation : In this analysis I found that 13.33 % of south mumbai and 35.62 % of western Mumbai which comes under Mumbai 1 is found to be defective. Whereas 51.05 % are found effective.

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5.2 ( C )Merchandising Assessment for Mumbai 2

18.37 %
Central Navi Mumbai

50.38%
31.25 %

Remaining

Interpretation :

In this analysis I found that 18.37 % of central mumbai and 31.25 % of navi Mumbai which comes under Mumbai 2 is found to be defective. Whereas 50.38 % are found effective.

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5.3) Availability of Brands & SKUs in various areas

The percentages disclose the relationship with regards to criteria of having Minimum 8 Brands & Minimum 24 SKUs

MUMBAI

Mumbai 1 89.58 % brands available & 90.96 % SKUs available

Mumbai 2 69.58% brands available & 87.77 % SKUs available

South Mumbai 95.83 % brands available & 90.28 % SKUs available Western Mumbai Navi Mumbai 48.33 % brands available & 77.5 % SKUs available

Central 90.83 % brands available & 98.05 % SKUs available

83.33% brands
available& 91.67% SKUs available Imcost, Thane

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Interpretation In brief, it reveals the relationship between the demand for brands & supply of the same made by Stock Keeping Units in various areas. As I came across various practicalities during my working hours & on the basis of interpretation of entire data it could be said that there has to be balance between demand for particular brands & Stock keeping Units supplying such required brands in various areasas retaining the consumer is also of utmost importance like creating the customer.

Imcost, Thane

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5.4) Assessment of window layout This is for how the retaiers are utilizing the windows that are properly or they are just taking money from wipro and utilizing the windows with respective manner. Used=Properly utilized ,Not used properly=Full with stock of santoor, Mixed=With wipro and other companies products,Vacant= Empty window.
Area
DADAR
DADAR,PAREL SION,BYCULLA MULUND (W) BHANDUP MULUND (E) KANJOOR MARG (E) GHATKOPAR (W)

Used Not
properly

used Mixed vacant Total

windows 1 2 1 2 2
3 15 12 8 7 8 20 15 12 21 12 12 7 7 11 12 16 15 12 15
10 10 18 10 13 14

2 13 11 6 3 7 20 12 9 17 7 8 4 5 9 7 11 10 7 10 7 8 16 8 10 11 1 1

2 1 1 2 3 3 2 3

SEAWOODS DHARAVE,BELAPUR
AIROLI(W),RABALE KOPARKHARANE,GHANSOLI,TURBHE,VASHI NERUL,JUINAGAR,SANPADA KHARGHAR GOREGAV (E)

2 2 1 2 1 2 2 1 2 3 1 1 2 2 1 1 1 2

GOREGAV WEST
MALAD (W) JOGESHWARI (E) MALAD (E)

2 4 4

4 1 2

BHAYANDER,MIRAROAD KURLA (W.)

VAITIWADI,KAJUWADI MANPADA,BRAHMAND VARTAKNAGAR,YASHODHNNAGAR MANORAMANAGAR,VASANTVIHAR KISANNAGAR,CHECKNAKA

1 1 1

1 1

INDIRANAGAR,SHRINAGAR

Imcost, Thane

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5.4(A)Assessment of window layouts available at various outlets

Area
South Mumbai Western Central Navi Mumbai

Used
26 49 118 45

Not properly
10 3 2

used Mixed
4 11 14 6

Vacant
7 7 13

5.4(B ) Bar diagram indicating assessment above data

160 140 120 100 80 60 40 20 0 South Mumbai Western Central Navi Mumbai Vacant Mixed Not used properly Used

Imcost, Thane

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5.4 ( C )Analysis of the above tabular data has been made in the following

ways MUMBAI

Mumbai 1 72.82% used properly & 27.18% defective

Mumbai 2 62.69 % used properly & 37.31 % defective

Central South Mumbai 60.24 % used properly 86.67 % used properly & & 39.76% defective 13.33 % defective

Western Mumbai

NaviMumbai

67.12 % used properly

& 32.88% defective

70.13 % used properly

& 29.87% defective

Interpretation : Mumbai 1 in mumbai 1 72.82% window display was accurate whereas there was 27.18% was found defective in my survey and in Mumbai 2 62.69 % window display was accurate and 37.31 % was defective .

Imcost, Thane

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6) Brand Awarness Survey:

A survey of 150 Wipro star outlets was taken for the brand and SKUs awareness. Brand include the manufacturing company i.e. Wipro and SKUs includes the range of products manufactured by the company. The below is the survey result BRAND AND SKUS AWARENESS
Sr. No. Awareness

No. of Respondents 141 9

Percentage

1 2

Aware unaware

94% 6%

A pie diagram representation of Brand and SKUs awareness:

AWARENESS
UNAWARE AWARE

6%

94%

Interpretation The overall brand awareness of wipro is 94% within the resopndants whereas unawareness is is only 6%
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7) Summer dhamaka

As a measure to facilitate the purchase of Wipro products by retailers, under the scheme Summer Dhamaka, certain benefits such as digitial camera, gift hamper, coolcase, complimentary super saver pack were available to retailers in order to inculcate their interest to keep Wipro products on shelf. They got coupon on purchase of Rs 7500 min which include Rs.5000 santoor and of Rs 2500 non santoor .

The main objective of the scheme Summer Dhamaka was to stimulate the sale of assigned Wipro brands especially of certain non-santoor brands thereby conveying retailers regarding the benefits which they will be getting after achieving the set targets. Such benefits were in the form of Lucky draws to be taken out for them.

So the main practicality was into the timely execution of such schemes thereby avoiding possible chances of failure while attracting retailers interest towards the same.

Imcost, Thane

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Weekly Trainee Sales Report Name:

STR DATE DAY TC PC NSP 6 NSV 2446 TTL Value 30080 34 1 63 1 90*3 0 90 1 150 1 SSP 0 105*4 1 STW 63 1 90 0 1 SHK 45 0 STG 75 0 ST TTL (KG) 1.5 Deo PC 75 0 150 6 3 0 1 1 0 CFL GLS HWB HWR STR CHND

5/14/2012 KURLA (W.)

5/15/2012 5/16/2012 5/17/2012

15
12 12

12
9 8

DOMBIVALI

4 5 5

3320 2890 3060 3580 15296

32450 29730 28450 26420 147130

0 1 0 2 4

1 1 2 2 7 PC - 2 WK - 4

1 0 1 0

2 1 1 1 6

1 0 0 0

1 1 0 1

2 2 1 2

1 0 1 1

1 1 1 1

2 2 2 2 9

0 0 0 0 0

0 0 0 0

2.5 0.8 1 2 7.8

0 0 0 0

12 6 9 8 41

3 2 0 2 10

0 0 0 40 40

0 0 1 0 2

1 1 2 1 6

0 1 1 0 2

DOMBIVALI 5/18/2012 BADLAPUR

19
77

15
56

5 5/19/2012 INDIRANAGAR,SHRINAGAR 19 12 25

5/21/2012 VAITIWADI 5/22/2012 MANPADA

10 10

2370

26490

1.00

1.00

2.0

12

8 12 7 8 11 53

4 5 3 4 3 28

2790 2560 4050 3540 2270 17580

28760 32970 33250 31430 28690 181590

0.00 1.00 1.00 0.00 0.00 4.00

1 3.00 2.00 2.00 1.00 10.00

0 1 0 2 1 0

1 2 1.00 2 2.00 10.0

0 0 1 0 0 0

0 2 1 1 1 0

0 1 2 1 2 0

0 0.5 1 1 0.3 3.8

0 2 1 2 1

1 1 1 1 1 6

0 0 0 0 0 0

2 0 1.00 2 0 3.00

1 1.00 2 1.00 1.00 4

0 0 0 0 0 0

6 6 4 2 6 36

6 12 24 12 18 68

0 0 20 60 20 100

0 1 0 1 0 5

1 1 0 1 1 5

0 0 1 0 1 2

5/23/2012 YASHODHNNAGAR 18 5/24/2012 MANORAMANAGAR 10 5/25/2012 KISANNAGAR,C 13 HECKNAKA INDIRANAGAR,S 5/26/2012 14 HRINAGAR
75

PC - 2 WK - 1

Report Before the offer plan was implemented:

Imcost, Thane

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35000 30000 25000 20000

NSV
15000 10000 5000 0 14/05/2012 16/05/2012 17/05/2012 18/05/2012 19/05/2012 21/05/2012 TTV

NSV:NonSantoor Value TTV:Total Value X axis:total sales in rupees on respective date Y axis:Reports at particular date( Highest TTV reaches till 30,000 & NSP below 5000 )

Imcost, Thane

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Weekly Trainee Sales Report Name: Mahesh H Dhawale

STR DATE DAY TC 15 PC 11 NSP 8 NSV 7448 TTL Value 60088 34 1 63 1 90*3 1 90 5 150 1 SSP 2 105*4 5 STW 63 1 90 2 1 SHK 45 STG 75 ST TTL (KG) 3.5 Deo PC 75 150 12 12 1 2 CFL GLS HWB HWR STR CHND 28-05-12 KURLA (W.) 29-05-12 3rd PAYROOL DADAR 30-05-12 DOMBIVALI 31-05-12 DOMBIVALI 01-06-12 BADLAPUR INDIRANAGAR,SHR 02-06-12 INAGAR 12 12 19 19 77 12 10 15 16 64 12 10 8 8 46 6998 7978 5550 6788 34762 65558 69076 58055 60050 312827 0 1 2 4 8 1 3 3 5 13 PC - 2 WK - 4 VAITIWADI,KAJUW 04-06-12 ADI MANPADA,BRAHM 05-06-12 AND 10 10 8 6246 59870 1.00 2.00 2 4.0 1 2 4 1 1 1 1 16 2 1 1 4 1 1 1 12 2 1 2 2 2 2 1 3 4 4 5 3 2 2 3 1 2 1 2 1 2 2 2 3 10 2.5 0.8 1 2 9.8 24 12 9 8 65 2 22 300 300 2 6 2 1 0 3 2 5 6 18 6 4 2

10

10

7688

65350

1.00

12

VARTAKNAGAR,YA 06-06-12 SHODHNNAGAR

18

17

15

8798

65890

2.00

6.00

0.5

1.00

12

MANORAMANAGA 07-06-12 R,VASANTVIHAR KISANNAGAR,CHE 08-06-12 CKNAKA INDIRANAGAR,SHRIN AGAR 09-06-12

18 10 13 8 12 7 10 5768 6488 70980 68736 2.00 1.00 6.00 4.00 2 2.00 3 1 2 1 2 4 4 3 1 1 1 2 2 1.00 2 2 1.00 4 2 24 12 150 300 1 1

14 75

12 69

10 59

7890 42878

65445 396271

1.00 8.00

2.00 23.00

5.00 20.0

0.3 6.8

1 9 3.00

1.00 4

6 46

18 68

150 600 5

3 7

36 54

PC - 2 WK - 1

Report After the offer plan was implemented:

Imcost, Thane

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80000 70000 60000

50000
40000 30000 20000 10000 0 28/05/2012 30/05/2012 31/05/2012 1/6/2012 2/6/2012

NSV
TTV

NSV:NonSantoor value TTV:Total Value X axis:total sales in rupees on respective date Yaxis:Reports at particular date (Highest TTV reaches till 70,000 and NSP till 10,000) By comparing both the tables the earlier sale was till 30000 per day and after the introduction of the scheme summer dhamaka there was an increase upto 70000 whereas to represent in percentage form there was a hike of 60 % in overall sales.
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8.1) Findings

In my survey I found out that the overall efficiency in merchandising activity conducted by wipro for retilers in Mumbai was 49.33%.

The minmum criteria given to retiler by wipro was 8 brands and 24 skus but but I found retilers are reluctant to change . Brands available 79.58% skus available 89.37%

The criteria of wipro was to have an windows display according to their specification which means to have an 100 % accuracy as specified but it was found that the accuracy lavel was 67.76 in Mumbai.

Inspite of conducting a several awareness activities the brand awareness of wipro is 94 % in Mumbai.

The scheme like summer dhamaka implemented by wipro was one of the most effective scheme which helps to achive their market objective .

Imcost, Thane

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8.2) Suggestions :

As I came across various practicalities during my working hours, I would like to give suggestions which will add up to the performance of Wipros products in future : The first & the foremost is with regards to area coverage allotted to Star outlet Salesmen

i.e. currently they are being provided with 12 to 15 outlets per day which can be increased to 2025 per day. This will help to have regular control over the products performance in various areas & possible chances of failures can be identified continuously.

As witnessed the evidences from lot of retailers regarding lengthy replacement procedure for

outdated stock, it will be beneficial for the company if they arrange for the increased tasks of the salesmen to various outlets because of which the company will be in a position to keep track on such stock otherwise retailers may switch to other products if demand exceeds supply.

Secondly, during the execution of schemes designed for the retailers, timely evidences must

be given to them so as to convey the validity of such schemes to them which will inculcate their interest towards companys products.

In certain areas such as Retailers were not ready to buy few of the brands ( santoor white and

facewash ) , saying that there is no sufficient demand for the same in their area & the important reason behind their refusal was with respect to lengthy replacement procedure which they were supposed to follow if stock of such products gets outdated.

As the number of defected outlets are more in Mumbai 2 area, greater amount of control is

required to be exercised on merchandising activities in respective area.

Such control can be exercised by the salesmen through weekly follow-ups in order to make

sure that the Brand displays are being done properly.

Imcost, Thane

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As I noticed in most of the outlets various other brands were also kept along with Wipros.

Such outlets will require greater amount of follow-up.

As far as products displays are concerned, lot of retailers were not arranging the displays up

to the mark i.e. most of them were keeping the Wipro products displays along with the products of other companys irrespective of paying them for the same. This particular aspect required adequate consideration so as to give allotted space to Wipros products in order attract customers attention especially towards the certain brands which were not so popular in certain areas. Apart from the above noted benefit out of systematic & attractive shelf displays, one more benefit which I realized is of retaining the customers attention towards the product. It means, if such displays are being maintained by the respective staff then it adds up to

the customers knowledge regarding that particular product ?& eventually he lands up being the first time purchaser for the same which can then be sustained through various other offerings. Therefore, stimulating the appointed 3rd party staff to arrange for the attractive & systematic displays was also of utmost priority towards achieving the objective of sales enhancement.

Another practicality which I came across was unavailability of adequate number of

salesmen in the areas such as Kalyan, Badlapur, New Mumbai,Panvel etc. & even the stock were not available in New Bombay area which ultimately affects the sales.

Imcost, Thane

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9)BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, 12th Edition. 2. RajanSaxsena Marketing Management, 2nd Edition. 3. C.R.Kothari, Research Methodology, 2nd Edition. 4.www.wcclg.com (wipro consumer care and lighting) 5.wikipedia

Imcost, Thane

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