Company Name: P&G

Project Code: P1
Objective:
To recommend an action plan to turnaround Top Channel retailing business in Jamshedpur.

Top Channel consists of Minimarkets (MM1, MM2) and Large

(Large A, B- Traditional, Large A, B- Pharmacy & Large A-

Beauty) stores.

Research Methodology
Secondary research on retailing business in top channel. Literature review on the components of
Top Channel and the requirements of retailing business in the Top Channel

Primary research in the form of In-depth interviews of company representatives, distributors and
retailers to understand the sales and distribution structure, potential sales channels, distributor
processes and retailer incentives. The focus area of the primary research for the above stakeholders
would be: Company
Reps
Preliminary Formulate In-depth Process Gap
Secondary Research Interviews Distributors Mapping Analysis
Research Questions
Retailers

Figure: Research Methodology Approach

1. Company Representatives: The focus here would be to identify key business drivers,
business objectives and the challenges faced by the company in achieving these objectives.
2. Distributors: The objective here would be to understand how distributors provide reach,
network, infrastructure, manpower, investment and service to the company.
3. Retailers: The retailers’ interviews and visual studies would focus on understanding product
lines placement and shelf space, trade discounts and retailer demands across various
categories of stores in Top Channel

Gap Analysis
Our next step would be to collate the findings from the secondary and primary research to form the
process mapping of the current processes. The as is process map would then be compared to the
ideal process map to identify the gaps in the current GTM processes and the probable solutions to
address these gaps.

Identify the key business drivers of retailing business

We will conduct primary and secondary research to find the details of the retailing business for P&G
and its major competitors (HUL, ITC, Col-Pal etc.). Factors that drive the financial and operational
results of the business will be studied in depth. We would also be looking into the micro and macro-
economic conditions and the related policies of the government. Some of the business drivers that
we would be looking at would be:
1) Number of stores
2) Average size per location
3) Number and effectiveness of salespeople
4) Traffic to the stores
5) Commissions, selling expenses etc.

Benchmarking
For getting an idea of how P&G fares against its competitors, we will identify the main competitors
and then visit the market areas to and collect data pertaining to the number of lines of P&G and its
competitors that the stores are stocking. We will also get an idea of the amount of sales each brand
is able to generate from the store. Our objective will be to visit at least one store from each class
across regions of Jamshedpur to identify significant differences in the way one class of outlet stocks
and sells the product as compared to other.

Short term action plan within current scope of GTM strategy

Short term action plans would focus on temporary boost of business and help move the business
towards long term growth. The first step towards this would be a SWOT analysis of the findings from
primary and secondary research to identify areas of concerns to be addressed immediately to
reduce distress of the stakeholders.

Recommend long term action plan basis the best in class practices in FMCG industry
In the long term, focus should be to solve the problems completely and reach overall targets. It also
involves a study of competitive situation of the company vis a vis other in social, economic and
political spheres. Short term action plans set the stage for addressing problems in long term. Focus
should be on building the long term action plan upon the short term plans derived while ensuring
their longevity and sustainability.