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Summer

Internship
Mid-Review
VARUN GARG

SUMMER INTERNSHIP PRESENTATION SUBTOPICS

1. Project details
Scope
Mentor
Deliverables

2. Project plan Gantt chart, progress indicated


3. Approach methodology adopted and why
Literature/ data / journals etc. review - internal/ external sources
Analysis and insights gained

4. Current status
Key deliverables achieved

5. Specific support required (if any)


6. Your learning so far
7. Way Forward

SUMMER INTERNSHIP PRESENTATION SUB-TOPICS

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

PROJECT PLAN/GANTT CHART

APPROACH

Understand the Beer Industry: Visits at different


Retail Outlets in Delhi Region

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

Delhi is very tough place for marketing people.


For every promotional activity, there always be a fear of Excise breach.
We have a lot of supply issues in Delhi.
During my discussions with retailers, most of them were upset with the shortage of
supply we have during peak time( May-Sep) for many Brands.
WMS segment has a lot of potential in some areas like South Delhi, Mayur Vihar,
Lajpat Nagar, Cross River Mall etc. We can launch our MAG Can in these places.
East Delhi Region has major consumers of MSS segment. Can do promotion for H5
also. FG and FL promotions had great response in these areas.
Brand Displays inside the shop is quite high for Kingfisher and Carlsberg. We need to
work in this area aggressively.
Consumers like the idea of Corona Pack of 6 Pints. We can try this concept for MAG,
MHL Pints.
Every Store manager Is bothered about his benefits. By providing Merchandize, glasses
and some openers might help to get good display points.

OBSERVATIONS AT VARIOUS RETAIL POINTS AND NECESSARY


SUGGESTIONS
Gaurav Sharmas Shop
A lot of stock of Miller Ace was in the Freeze.
Good visibility of Ace. Still consumers were
not ordering.
Retailer(Siddharth) wanted to do promotion
for Ace instead of Foster. As foster is already
selling good.
Nirman Vihar market is not for ACE consumer.
People coming out with Tuborg or kingfisher
can. We could do some promotion of
Haywards 5000 more here.

Cross River Mall( Rakesh Verma)


Non-Availability of Peroni at this store. Can do some
promotion of Peroni here as customer disposable
income is high in this region.
No Counter Branding, No In-store Promotion, No
Fridge of any Brewing company. Fridges are only of
Western and Blue Star. Can do a lot of Branding
activities here at this shop.
Budweiser sales is really good. Not only for its
premium brand but also for Magnum. Elephant can
sales is superb in this region.
As per retailer, customer doesnt like the taste of
Miller Ace. We can work on it. Same response came
from Rajiv Motors ( CP).
Retailers want to get some schemes. Some T-Shirts, Key
Chains etc. I think we should provide these small things
on regular basis.
No promotion of foster is done there. Maybe we can
put promotion for Ace and Peroni there.

Can
provide
at least
our
Signage

Near about 2-3 more shops are about to open there.


If we Tie up with already existing shops and make
a good market share, we can target shops also in future
too.
Can do some Audio Promotion inside the shop. May be
some type of song or jingle play in these shops.
High disposable income consumers arrives at this
location.

MAYUR VIHAR (Galleria Mall)


Shiva Petroleum
Miller Signage was hidden here. No point
of such promotion.
Foster Cans were not placed at a good
location. As we have a very small Fosters
fridge there; our cans were in Carlsberg
fridge.
This is a place where sales for H5, FS can
shoot up a lot. But our fridge was at the
extreme right after Carlsberg and
Kingfisher fridge.
A girl came to take Miller Ace Can. She
took one in Haryana last week. Somewhat
disappointed after not getting the Can. Can
think to launch MAG Can in Delhi soon.
----------------------------------------------------------------------Problem: Retailers were upset of
Fosters Promotion. According to them
there is no point for doing promotion of
just 2 hours. Consumers demand the
glasses after promotion ends.
Solution:
We can place a board inside the shop by
putting the exact promotional hours. It
will make the things clear to consumers
also.
Do the promotional at least for 3 days in

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

F16 TIE- UPS WITH GROUPS


S.No

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

BIG CHILL CORNER

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

Pals Distillery, Aurangabad,


Maharashtra

Delhi Supply Scenario:


3 breweries supply beer for delhi state.
Hbl is the major contributor among these.
Delhi is the only state where bar code
system is applied. On each bottle/can an
additional bar code is placed.
Bar code is applied through manual
process.
Delhi is basically a brand building state and
haryana is a drive state for our company.
Gross margin in Haryana is more than Delhi.
During demand from Haryana and Delhi,
Haryana is given more preference.
Recommendations:
Our F16 target is of 20% MS through private
channels. 40% of the sales occurs in Apr-June
Period. We need to keep our Supply proper
especially in these 3 months.
Even though, Haryana has more Gross
Margin, but we need to change our strategy.
For F16, we have to focus on Delhi more.
Our Depo at Okhala has a capacity of 60,000
cases at a time. During Apr- Aug period there
might be some weeks when we need more
capacity. Need to work on it.
If possible, labelling should be done through
some machines. Delhi will generate enough
money to take out the price of machines.
UBL supplies the cases to retailers
overnight. We also need to optimize our

MARKETING PLAN

HauslaBulandAcademy campaign to attract


customers. Distribute Pamphlets of successful
entrepreneurs stories.

Permanent visibility elements at Vantage points in


shops.

Warm displays at Main Stream and Mass Outlets


(20 Nos)

Warm displays at shops which have good


sales( i.e. INA, Rajiv motors etc)

Fridge/Chillers at MS and MO(50 Nos)

Focus more on Extra Cold Refreshment


positioning of Fosters.

Extra Cold refreshment chillers at private retail


shops(35 Nos)

Neon/Signages: HauslaBulandAcademy at
MS/MO shops

Neon/Signages of Fosters at good locations( 45


Nos)

Counter Branding: 30% with Tie-Up Outlets(118


outlets).

Counter Branding: 30% with Tie-Up Outlets(118


outlets).

Temporary Visibility( Beer Placement in 2-3


shelves of other company Chillers): - JUL-SEP
during Sales promotion.(50 shops)

Focus more on
creating
awareness about
MILLER ACE
GOLD

MHL has bottle


display in outlets.
Will continue it
for MAG also.

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.

Promotion more of Peroni 6 pack.


Corona pack of 6 sales good in the
same category.

Bottle display(50Nos) placed at


vantage points in the shops.

Peroni Small freezers (25 Nos)


provide at WM A outlets.

Select high imaginary contributing


outlets and correspondigly provide the
warm displays.

Window display at WM A premium


segment outlets

SALES PROMOTION DURATION

APR

MAY

FOSTERS

JUNE

H5
MILLER ACE

PNA 330ML

Foste
r,
8746
2

WHY Miller Ace Gold Promotion in June-July:


MAG comes under WM strong segment. Compete with
Budweiser Magnum. June and July months showed good
sales for this segment.

JUL

AUGUST

SEP

WHY No Promotion for MHL:


MHL comes under WM Light Segment
Beer.
WM segment expects to increase by 20%
this year.
In F15, we sold 53,438 cases of MHL and
this year we have a target of 72,193. As
WM industry is growing rapidly, we can
expect 10, 000 extra cases will be sold
more.
Also, MHL
has shown very
good growth
WHY
H5 Promotion
in Jul-Sep:
in Delhi
Region.
Our
targets
for H5 this year, for July, Aug
and Sep period are 63883, 59536 and
50452 respectively. Initiation of Promotion
in July will give a good kick start for next 3
moths sales.

PROMOTION BUDGETING
Details

Promotion

No of outlets with promoters


No. of outlets in a week
No of Days in Week
No of weeks
Total Mandays
Total Unique outlets
Cost per promoter
Total promoter cost(in Rs)
Pre sales per outlet/day(in cases)
Total Sales per outlet during Promotion
/day(in cases)
Total Sale(in cases)
Type of Promotion( Glass/ Pint/ Pizza Gift
Voucher)
Total Quantity
Cost of a Glass/ Pint/Dominos Gift Voucher
Total Glass Costing
Promoter T-shirt
Miscellaneous cost
Promotion Costing

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)

Total Cost(in millions)

FOSTER

HAYWARD MILLER HIGH


S
LIFE

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

Cost benefit Analysis of my Plan.

Thank you!