CHANNEL STRATEGY AND POSITIONING

COMPANY –MARICO
WEBSITE LINK- https://marico.com/

Session-5

Submitted by: Team 3

Surbhi Sabharwal (PGFA1957)
Utkarsh Padiyar(PGFA1959)
Abhishek Deva Sarma(PGFB1902)
Aditya Singh(PGFB1905)
Akansha Topani(PGFB1906)
MARICO-CHANNEL POSITION OF NIHAR SHANTI AAMLA AND PARACHUTE HAIR CREAM

CORE ELEMENTS-
• QUANTITY DISCOUNT-
A. These are majorly depend upon the company’s schemes which are being floated by the company on short term basis-
I. Nihaar shanti Amla-
Primary schemes- Every month schemes are being floated on particular SKUs- INR 10 per Litre on every pack of 6 bottles normally but In
low season sales quarter INR 12-14 in bill given by the company to distributor
Secondary- 10 % schemes being floated to by the company which a distributor has to pass on to the retailers.
• RELAIBILTY OF DELIVERY-
A. The distributors is required to make order and at they point of time and once the payment is made and being recorded in the company’s
depots then the order is delivered within 3 days.

CAPABALITITY-BUILDING PROGRAMS-
• PROMOTIONAL SUPPORT-
A. Pamplets and product catalogs being provided to them by the company through DSRs
B. T-shirts, danglers and banners and display racks are also being provided which mainly depends upon schemes being circulated.
• RESPONSIVE SYSTEMS-
A. Each week the windows (1, 2 or 3 times) mainly opens on the Distributors portal of the company’s app where they have to make orders
which mainly depends upon the category of distributors (A, B and C)
• COMPANY POLICIES-
A. Normally there is only one distributor in the particular territory who takes care of the whole product line.
B. There can be more distributor if the territory is big and the existing distributors is not able to cope up with
expected result by the company- for ex- Muzaffar Nagar gas.
• RETURN POLICY-
A. If a product is being found defective from the manufacture then it is automatically returned to the company
B. The another policy for the expire date products is company takes 10% the yearly sales of the defective
product back if it is being returned withing one year to the company

INCENTIVE PROGRAMS
• MANUFACTURER SALESFORCE PROGRAMS-
A. The monthly incentives given by the Marico to its employee on monthly basis at around INR 40000 which
usually depends upon their target.
B. In festive seasons- for example- Deepawali- TSOs were motivated by Marico as they are giving currently
INR 80000 as an incentive on the sales target of November month if achieved.
C. Company payroll DSRs are being given an incentive of around INR 4000-5000 on the basis of their sales
volumes and other activities (Effective calls) targets.
HUL-CHANNEL POSITION OF INDULEKHA BRINGHA OIL AND BRYLCREEM HAIR WAX

• Indulekha Bringha Oil – HUL – Hair Oil Category - Similar to Nihar Shanti Amla
• Brylcreem Hair Wax –HUL - Hair Cream Category – Exactly Similar to Parachute Hair Cream
Factors Hair Oil – Indulekha (Similar) Hair Cream – Brylcreem
Core Elements
Quantity Discount 10% discount on 50+ orders 5% discount on 50+ orders
Reliability of Delivery 5-10 products filled in a week 5-10 products filled in a week
Capability Building Programme:
Promotion Services Product catalogue+ shelf space + Product Poster + hoardings
Result Chart/ Customer testimonials
Responsive Systems HUL - Computerized Response HUL - Computerized Response
Systems (Tablet Based) Systems (Tablet Based)
Company Policy Different Product Distributors Different Product Distributor
Return policy Happens through the Computerized Happens through the Computerized
Tablet System after a ticket is raised Tablet System after a ticket is raised
for defect. for defect.

Incentive Programs :
Manufacture Salesforce Prog. None None
DABUR-CHANNEL POSITION OF DABUR AMLA HAIR OIL AND VATIKA HAIR CREAM
• AMLA HAIR OIL – DABUR – Hair Oil Category - Similar to Nihar Shanti Amla
• VATIKA HAIR CREAM –DABUR - Hair Cream Category – Exactly Similar to Parachute Hair Cream
Factors Hair Oil – AMLA HAIR OIL
Core Elements
Quantity Discount 7%-10% discount on 50+ orders
Reliability of Delivery 25-30 products filled in a week
Capability Building Programme:
Promotion Services Beauty contest, posters, banners,
health camps & wellness centre
(Common).
Responsive Systems Company app where they make
orders. Distributors are given tablet
to record and make order.
Company Policy Different Product Distributors
Return policy Happens through the company app or
the through the website after a ticket
is raised for defect.
Incentive Programs :
Manufacture Salesforce Program None
Hair Cream – VATIKA
4%-5% discount on 50+ orders
5-10 products filled in a week
The vatika women, posters, health
camps & wellness centre (Common).
Company app where they make
orders. Distributors are given tablet to
record and make order.
Different Product Distributors
Happens through the company app or
through the website after a ticket is
raised for defect.
None