Академический Документы
Профессиональный Документы
Культура Документы
Internship
Mid-Review
VARUN GARG
1. Project details
Scope
Mentor
Deliverables
4. Current status
Key deliverables achieved
Project Details
Scope: Delivering 20% share in private retail channel in Delhi
Mentor: Mr. Sanjeet Kumar (Senior Manager- Trade Marketing)
Deliverables:
Strategy to achieve the target share encompassing detailed sales, supply
chain and marketing plans with keen focus on WM Brands.
Total Budget Required & Cost Benefit Analysis of the plan
Challenges:
Low Gross Margin State leading to limited capacity to spend
Intense competition in WM space with competition out spending SABM with
added advantage on MRP
Very strict excise norms restricting scope of execution plans
APPROACH
CURRENT STATUS
Visited Private Retail Shops in different regions of Delhi( East, West, North, South and
Central)
Covered Lighthouses, WM, Mainstream and Other Outlets.
Got a clear understanding of how Delhi Market operates and how order placement, supply,
dark marketing activities performed in Delhi.
Proper sales data analysis is done on last 2 years( F14 and F15).
Delhi Group (i.e. Bali, Aneja etc.) level sales data has been created for F16(WM, MSM
and MSS).
Currently working on Promotional Activities and Budget allocation.
Also aligned with Santosh this week in promotion of Foster.
LEARNINGS
FAR
LEARNINGS
SOSO
FAR
Can
provide
at least
our
Signage
Pitampura, Rohini
Artic Promotion looked to be a good prospect. Can go for
Ace and Peroni Pint.
MHL: Pint sales were less than 650/Can. We need to work
on it.
Good visibility of H5, MAG and MHL in stores.
Our Freezers were small as compared to Carlsberg
Freezers. Not a good display when our brands are placed in
others freezers.
Can do branding at the back of Computer Systems
and Billing Machines. A great place where consumer
is bound to see our brand.
Counter Branding is very less from our side. For most of
the shops, I have seen it for Kingfisher. For F16, we can
do it for MAG and FG.
Can do Floor Poster Display like Heineken for MAG
and MHL. Like in the pic there are 2 cans: we can show
2 bottles,1 for MAG and other for MHL.
F15 GOVN.
CHANNEL
Groups
No of Outlets
Tie-Ups
No of Cases,
(000)
WM Total
No of Cases,
(000)
MS Total
No of Cases,
(000)
Amount
(in millions)
BALI
31
200
40
160
ANEJA
24
100
20
80
4.5
RATTAN SINGH
60
10
50
2.1
SAJJAN
50
47
1.25
MARWAH
40
32
1.6
VERMA
40
32
2.4
JINDAL
30
4.5
25.5
1.65
ANIL MALHOTRA
30
3.5
26.5
0.75
GULRAJANI
20
14
1.1
10
GOLDY
20
16
0.5
11
ASHYIYANA TOWERS
20
0.8
19.2
0.4
12
15
0.5
14.5
0.225
13
OBEROI
10
0.15
14
TANDON
10
0.15
15
SANJEEV MITTAL
10
0.5
9.5
0.25
16
HOT SPOT
10
0.7
9.3
0.25
17
SHYMALEE
CHANDEL
10
0.2
9.8
0.25
18
RAJINDER KALRA
10
1.5
8.5
0.25
19
AKASH DEPT
10
10
0.15
20
SNEHARI
0.2
4.8
0.125
118
700
113.4
586.6
27.05
TOTAL
SUPPLY CHAIN
Haryana Breweries, Sonepat,
Haryana
Rochees Breweries, Neemrana,
Rajasthan
MARKETING PLAN
Neon/Signages: HauslaBulandAcademy at
MS/MO shops
Focus more on
creating
awareness about
MILLER ACE
GOLD
Warm displays
at WM outlets(25
Nos)
Small chillers of
MHL and MAG.
Will do branding
for both at a
single chiller.
Help to make
Miller Franchise
strong (16 Nos)
Take vantage
location outside
shop to encourage
consumers to
perceive miller as
an aspirational
brands
Counter
Branding: Very
much required at
WM outlets.
APR
MAY
FOSTERS
JUNE
H5
MILLER ACE
PNA 330ML
Foste
r,
8746
2
JUL
AUGUST
SEP
PROMOTION BUDGETING
Details
Promotion
FOSTER'S
1 Glass Free
with
Two 650 ml
bottle
Three Can
Four Pints
HAYWARD'S
1 Glass Free
with
Two 650 ml
bottle
Three Can
10
20
3
9
540
100
800
216,000
2
3
1,620
Glass
9574
50
478710
8
16
3
13
624
135
750
234,000
MAG
1 MAG Pint
Free
Two 650 ml
Four Pints
PNA
6 Pints: Rs 300
Dominos Voucher
free
4 Pints: Rs 200
Dominos Voucher
free
7
14
4
9
504
70
800
201,600
8
16
4
5
320
40
800
128,000
0.5
0.68
11
6,864
Glass
40566
20
811324.8
504
Pint
3024
90
272160
320
Dominos Pizza Gift
Voucher
3840
100
384000
5,000
5,000
5,000
5,000
25,000
25,000
25,000
25,000
503,760
542,000
724,710
1,075,325
VISIBILITY BUDGET
VISIBILITY BUDGET
`
Lighthouse Outlets
Worth More Outlets
Mainstream Outlets
Mass Outlets
No Of Shops
Neon/Signages(nos)
Cost At 1 Outlet(in Rs)
Total Neon Cost(in Millions)
Bottle Display(nos)
Cost At 1 Outlet(in Rs)
Total Bottle Display Cost
(In Millions)
In Shop Branding
Cost At 1 Outlet(in Millions)
Total In Shop Branding Cost
(In Millions)
FOSTER
15
20
MILLER
ACE GOLD
PERONI NASTRO
AZZURRO
15
15
10
50
50
40
30
15
35
25
35
35
10
80
60
100
100
60
45
50
60
25
3000
3000
3000
3000
0.135
0.15
0.18
0.075
25
20
50
2000
2000
2000
0.05
0.04
0.1
80
60
100
100
60
0.0483
0.033
0.016
0.0328
0.0216
3.865
1.6
3.289
1.3
1.8
3.509
1.475
13
WAY FORWARD
Thank you!