EXECUTIVE SUMMARY

Indias consumer market is riding the crest of the countrys economic boom. Indias 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- thats 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.
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
of retailer's& Wholeseller's in Rural Area

level

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...

1.1 SECTOR IDENTIFICATION

If we go by statistics, roughly around 73% of the Indian population lives in the rural
areas. Thats 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 - thats 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 Levers sales turnover in rural market alone is over five thousand Crores thats 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.

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.

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 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--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. PROBLEMS 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 dont know what these shampoo
sachets stand for. So if you have to create brand communication, marketing efforts
must be supported by education.
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.

INTRODUCTION OF COMPANY
Marico is a leading Indian Group in Consumer Products and Services in the Global Beauty
and Wellness space. Maricos 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 200607. Marico markets well-known brands such as Parachute, Saffola, Sweekar, Hair & Care,
Nihar, Shanti, Mediker, Revive, Manjal, Kaya, Sundari, Aromatic, Camelia, Fiancee and
HairCode. Maricos 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 Maricos 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:
7

 3 top Awards instituted by CNBC-TV18, U21 Global and Watson Wyatt Worldwide,
in following categories: Indias 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)
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.
Maricos 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 growth32 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
working of all Mariconians.
Our values are preferred practices that are employed in pursuit of our Business 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 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
10

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.

MARICO BRAND PORTFOLIO

MARICO BRAND'S PROFILE

Hair Oil
Hair Care
Category
Category

Parachute

Hair &
Care

Edible Oil
Category

Other
Products

Shanti
Amla

After
Shower

Silk &
Shine

Mediker

Revive
Instant
Starch

Sil
Jam

11
Saffola
Oil

Sweekar
Oil

Ther
apies

MARICO PRODUCT
PORTFOLIO

About marico brand

Parachute

Hair &
Care

Parachute
Regular/Standard

Silk &
Shine

Saffola

Sweekar

Medik
er

Nih
ar

Revi
ve

Saffola Gold
Shanti Amla Hair Oil

Parachute Advanced
Saffola Tasty
Blend
Parachute Jasmine
Saffola Kardi
Parachute after Shower
Saffola Salt
Parachute Therapie

12

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.

13

 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 style 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 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

14

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
Maricos 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 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,

15

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 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
PARACHUTE
PARACHUTE
ADVANCED
HAIR & CARE
SHANTI AMLA

TARGETED CUSTOMER'S
Primary Target Women Of All Age's
Young Girls (College & School Going)

Appealing To Both Men & Women of All Age's

Primary User the Young Age Group

Customer Looking for Value for Money (H.OIL+Badam)

16

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
SAFFOLA
REVIVE

Life for Family)

All Health Conscious Consumers (Specially for Heart

Patient's)
Housewives of Urban Area (Higher & Middle Class).

3.1 VISUALIZATION OF HOW WORK IS CARRIED OUT

Problem Statement

Formulating
Research Objective
Research Design

Data Collection
Data
Sampling
Conclusion
Interpretation
Processing
Collection
&
&by
DesignPlan
Field
Suggestions
Analyzing
survey

17

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

18

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.

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.

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
19

not focus why this factors effects the individuals 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 crosssectional 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 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 populations characteristics by making interference from a
samples 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.
4 DATA COLLECTION & DESIGN
4.1 Data source: Primary source

20

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)

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

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RESEARCH ANALYSIS

QUESTIONNAIRE ANALYSIS
(of retailers)
Q1). FROM HOW LONG YOU ARE ASSOCIATED WITH THE COMPANY?
< 5 years

5 -10 years

10-15 years

>15 years
22

CHART 1 Association Of Retailers with Company

Findings:
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.
Interpretation
Company is having retailer's Base that is associated with company since decades that
shows company is having a good relationship with the intermediaries.

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
Parachute Hair Oil
Hair & Care Oil
Shanti Amla Oil
After
Shower
Cream/Gel
Silk & Shine.

54
33
0
7

89
97
23
20

0
6
4
94

7
14
115
19

0
0
8
10

Weighted
Score
640
599
342
445

23

118

610

Ranking

1
4
7
6

23

Saffola Edible Oil

Sweekar Edible Oil.

28
11

117
93

3
3

2
37

0
6

621
516

2
5

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

Findings:
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.

Interpretation:
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

PARAMETER'S (Weighted Average)
Rank

EVALUATION

ON

DIFFERENT

Points
24

1
2
3
4
5

5
4
3
2
1
Max.Score

Average Score

750

H.Satisfied
750

Min. Score

450

Satisfied
600

150

Neutral
450

Dissatisfied
300

H.D

150

(Evaluation: If the Score of more than 3 Parameter's is less than average score than it is
Dissatisfactory Brand and vice Versa)

1. PARACHUTE (Score 640)

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

3
4
0
0
0
0

4
9
7
4
9
11

5
0
0
0
0
0

CHART 3 Satisfactions of Retailers for Parachute Brand

25

Findings:
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.

Interpretation:
Retailers are satisfied with brand Parachute.
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
Packaging
27
112
Product Varieties
0
0
Commission
33
108
Trade Promotion Offer's
22
116
Pricing
27
109

3
6
12
6
7
6

4
5
128
3
5
8

5
0
10
0
0
0

CHART 4 Satisfactions of Retailers for Hair & Care Brand

26

Findings:
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.
Interpretation:
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
Packaging
0
19
Product Varieties
0
10
Commission
23
112
Trade Promotion Offer's
112
33
Pricing
15
17

3
7
10
6
0
13

4
120
117
9
5
101

5
4
13
0
0
4

CHART 5 Satisfactions of Retailers for Shanti Amla Brand

27

Findings:
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.
Interpretation:
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
Packaging
0
19
Product Varieties
0
10
Commission
23
112
Trade Promotion Offer's
112
33
Pricing
40
78

3
7
10
6
0
13

4
120
117
9
5
15

5
4
13
0
0
4

28

CHART 6 Satisfactions of Retailers for Parachute After Shower

Findings:
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
Interpretation:

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
Packaging
27
118
Product Varieties
0
0
Commission
30
112
Trade Promotion Offer's
113
30
Pricing
10
124

3
5
0
6
3
6

4
0
0
2
4
5

5
0
0
0
0
5

29

CHART 7 Satisfactions of Retailers for Silk & Shine

Findings:
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.
Interpretation:

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
Packaging
30
113
Product Varieties
28
116
Commission
7
22
Trade Promotion Offer's
0
10

3
4
4
6
18

4
3
2
107
94

5
0
0
8
28
30

Pricing

10

121

CHART 8 Satisfactions of Retailers for Saffola

Findings:
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.
Interpretation:

Saffola is a Premium Brand of Marico and retailers are satisfied with the Brand.

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
Packaging
23
108
Product Varieties
12
120
Commission
4
23
Trade Promotion Offer's
0
0

3
11
7
9
17

4
8
11
103
106

5
0
0
11
27

31

Pricing

12

103

31

CHART 9 Satisfactions of Retailers for Sweekar.

Findings:
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.
Interpretation:

Retailers are satisfied by Packaging,& Product variants in the Brand.

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
Dissatisfied
H.Satisfied
Satisfied

Satisfied

Neutral

Highly Dissatisfied

0
32
32

Neutral
44
Dissatisfied
72
H.Dissatisfied 2
CHART 10 Satisfactions of Retailers for Services provided by Marico.

Findings:
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.
Interpretation:

Satisfaction Level is Poor for the Services provided by the Company.

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%
33

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
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 %.

34

Q4)

WHAT IS YOUR OPINION REGARDING THE SALES FORCE OF THE

COMPANY?
Highly Satisfied
Dissatisfied
H.Satisfied
Satisfied
Neutral
Dissatisfied
H.Dissatisfied

Satisfied

Neutral

Highly Dissatisfied

8
109
8
23
2

CHART 11 Satisfactions of Retailers for Sales Person of Company

Findings:
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.
Interpretation:

Company is having good sales people in its rural line to deal with the retailers. Sales force
of the company is good.

35

Q5) WHAT IS YOUR OPINION REGARDING THE SALES PERSON VISIT IN A

MONTH?
Criteria
for
Visit in Month
Inadequate
Adequate.
Regular.
Total

Low
22
20
0
42

Level Of Satisfaction
Medium
High
3
0
75
12
6
12
84
24

Total
25
107
18
150

CHART 12 Satisfactions of Retailers in reference of Sales Person Visit

Findings:
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.
Interpretation:
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

36

Q6). EVALUATE THE DELIVERY SYSTEM OF COMPANY ON FOLLOWING

PARAMETER'S
TIMELINESS OF ORDER
Very
Timely
ACCURACY OF ORDER
Highly
Accurate
COMPLETENESS OF ORDER
Fully
Completed
Parameter for Weight Attached to Each
5
4
Delivery
Timeliness
2
129
Accuracy
0
108
Completeness 0
106
Parameters
Timeliness
Accuracy
Completeness

Max.Weight
750
750
750

Very
Delay
Least
Accurate
Partially
Completed

15
31
25

2
9
16

0
0
1

Min.Weight
150
150
150

Actual Weight
595 (Satisfied)
574 (Satisfied)
372 (Dissatisfied)

CHART 13 Evaluation of Delivery System & Retailer Satisfaction Level

Region of
Satisfaction

Region of
dissatisfactio
n

Findings:

37

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.
Interpretation:
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?
38

Highly Satisfied

Satisfied

Dissatisfied

Highly Dissatisfied

Neutral

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

Findings:
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.
Interpretation:
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.

Q8). HOW OFTEN DO YOU FIND THAT PRODUCTS ARE SUPPLIED TO YOU
ARE OF OLDER DATE'S?

39

Mostly
Sometimes
Rarely
Never

Mostly

Sometimes

Rarely

Never

0
9
84
57

CHART 15 Frequency of Supply of Older Date Products.

Findings:
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.
Interpretation:

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

Q9). AS PER YOU WHAT IS THE PROPORTION OF DEFECTIVE PRODUCTS IN

TOTAL QUANTITY SUPPLIED?

40

proportions
0 - 2%
2 - 4%
4 - 6%
> 6%
Total
Responses

0 - 2%

2 - 4%

4 6%

>6%

no.
respondents
99
40
11
0

of

148

CHART 16 Frequency of Supply Of Older Date Products

Findings:
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.
Interpretation:

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.

Hypothesis Testing
Ho= Proportion of Defective Products is less than 3% of material supplied in a year

41

H1= Proportion of Defective Products is more than/equal to 3% of material supplied in a

year
Ho < 3 % (Null hypo)
H1 = 3 % (Alt Hypo)
Significance level: 5 %
It is one- tail test.
Proportions

fd

fd2

0- 2 %

97

-2

-194

388

2- 4 %

44

-1

-44

44

4- 6 %

>6 %

fd
238

=-

fd2 =432

X = A + fd/N
= 5 - 1.58
= 3.39
= sqrt [fd2/n (fd/n)2]
= 0.577
S.E. = 0.047
= (x -)/ 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.

Q10). WHICH ARE THE TRADE PROMOTION SCHEMES THAT YOU LIKE
THE MOST?
42

Rank Them 1 to 5.
Gift articles
Cash discounts
Bonus Packs
Criteria
1
2
Gift articles
12
6
Coupons/contest 8
87
Cash discounts
91
27
Tours
19
15
Bonus Packs
20
15
Total
150
150

Coupons/contest
Tours
3
70
22
24
9
25
150

4
50
21
8
8
63
150

5
12
12
0
99
27
150

Total
150
150
150
150
150
750

CHART 17 Ranking of Different Trade Promotion Schemes Offered to Retailers

Findings:
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
Interpretation:

43

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.
Q11). EVALUATE MARICO ON FOLLOWING PARAMETERS'S/ACTIVITIES?
(1: V Good & 5: Very bad)

Activities

Ranking
1
POP Attractiveness
18
Order Taking
36
Billing/documentation 0
Credit Period Alloted. 0
Market Performance
10
P.Margin
0
Clains Settlement
0
Rank
Points
1
5
2
4
3
3
4
2
5
1
Activities
Max.Score
POP Attractiveness
Order Taking
Billing/documentation
Credit Period Alloted.
Market Performance
P.Margin
Claim Settlement

750
750
615
750
750
505
750

2
107
87
53
0
93
22
0

3
14
16
20
10
24
10
0

4
9
11
27
117
17
49
127

5
2
0
23
23
6
20
23

Min

Average Score Actual

Score
150
150
123
150
150
101
150

450
450
369
450
450
303
450

Total
Responses
150
150
123
150
150
101
150

Score
580
598
349
287
534
236
277

44

Hundreds

7.5

4.5

1.5
PoP Attrac. Order Taking
W.Score

580

Bill/Doc

C.Period
Alloted

349

287

598

M.Performan
Claim
Profit Margin
ce
Settlement
534

236

277

Findings:

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

Interpretation:
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.

45

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

46

QUESTIONNAIRE ANALYSIS (of Wholesalers)

Q1) DO YOU BUY THE PRODUCTS OF MARICO FROM OTHER SUPPLIER
THAN THE STOCKIEST OF YOUR AREA?
Yes
Yes
No

No

26
4

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

Findings:
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
Interpretation:
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.

47

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
Van Delivery
4
Order Taking
5
Claim Settlement's
0
Product Availability
0
Credit Period Alloted
0
Discount/Margin
0
Rank 1.Score5 & Rank 5 Score 1

26
21
0
17
8
18

0
0
0
2
0
0

0
3
25
11
22
11

0
0
5
0
0
1

Total
Score
124
115
55
96
76
95

Min Score: 30 & Max Score 150.Average 90

CHART 20 Evaluations of Services Provided by Stockiest to Wholeseller

Findings:

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.

48

Interpretation:

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.

49

Q3) HOW OFTEN YOU BUY THE MARICO PRODUCTS FROM OTHER
SUPPLIER AND NOT OF YOUR AREA?
Mostly

Sometimes

Rarely

Never

Mostly
Sometimes
Rarely
Never

0
8
22
0

Stockiest of U.Area
Wh.sellers of U.Area
Stockiest of other R.Area
Wh.sellers of other R.Area

7
2
21
0

CHART 20 Wholesellers Purchasing Frequency & Destination other than Area

Stockiest

Findings:
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.

50

Interpretation:

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.

51

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
Hair
Care
Category
Edible
Oil
Category
Other Products

3
36
18
8

CHART 21 Category of Products that are unavailable from local Stockiest

Findings:
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.
Interpretation:

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.

52

Q5) APPROXIMATELY HOW MUCH OF YOUR ORDER FROM RETAILERS ARE

IMPACTED/AFFECTED DUE TO CUTTING PROBLEM OR DEFECTIVE
PRODUCTS SUPPLIED TO YOU?
0 - 5%
10 15%
0-5
5-10
10-15
15-20

5 - 10%
15 20%

20
8
2
0

CHART 22 Percent of Order Loss to Wholesellers due to Defective/Cutting Problem

Findings:
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
Interpretation:
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
Ho < 10 % (Null hypo)
H1 = 10 % (Alt Hypo)
Significance level: 5 %
It is one-tail test.
f

0- 5 %

2.5

20

-2

-40

80

5- 10 %

7.5

-1

-8

10- 15 %

12.5

15-20%

17.5

N=
30

fd2

Proportions

fd

fd =
--48

fd2
=88

X = 12.5 + fd/N
= 12.5 + (-1.60)
= 10.9
= sqrt [fd2/n (fd/n) 2]
= (88/30)- (-48/30)2
= 0.61
S.E. = 0.112
= (x -)/ S.E
= (10.9-10)/0.112
= 8.03

z cal = 8.03
z tab = 1.645

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

less than 10 percentage of sales is affected by cutting problem

0-5
5-10
10-15
15-20

mead point
2.5
7.5
12.5
17.5

MEAN
SD

10.9
0.611

SE
Z
table value

0.112
8.068
1.645

frequncy
20
8
2
0
30

d
-2
-1
0
1

fd
-40
-8
0
0
-48

fd*d
80
8
0
0
88

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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

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.

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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 2 nd, 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.
(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.

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 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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