SANTOOR DEODORANT OUTLET MAPPING IN PUNE CITY

Sailesh Nagari 10BSP0935

Santoor with its brand extension in the form of Santoor deodorants has been taking initiatives to increase its market share in Deodorant Segment with different promotion strategies such as offering benefits to the end users and retailers by creating direct relationship between the distributor and retailer to consumers and avoiding intermediataries (wholesalers, agents, etc...). In order to succeed in this, sales team of Wipro in Pune city is making in-store placement of Santoor deodorant where the other Santoor brands are available. In this Project, we are mapping all the deodorant Outlets (chemists & cosmetics) in the Pune city and verifying whether the deodorants of Santoor are available and If not available, making the In-store placement of Santoor deodorant otherwise taking the feedback from the outlet and analysing the market of deodorants in that particular region or outlet.

The main objective of the project is to integrate the initiatives taken by the organization by conducting an in-depth market survey for Santoor deodorants. As the Santoor deodorant had been launched one year back and is still to make an impact in the deodorant segment, surveying of the deodorant outlets is conducted. Recommendations to be made for changes in sales strategies as per the survey conducted

Cosmetics and Toiletries market also include deodorant and antiperspirant category. The fragrance market in India is growing at an annual average rate of 12.17%. We have analysed that the market is dominated by AXE & SET WET deodorants in Pune city whereas Santoor with its new promotional strategy i.e. introductory offer of providing Combi pack of Santoor deodorants at an offer price of Rs. 200(2 set of Santoor deos ) is slowly making its presence into the deodorant segment.

YOY

Perfumes & fragrances(Sales value in US $ million) 2103 1291 2464 2696 2941 3169

2005 2006 2007 2008 2009 2010

With the given project, I developed a flowchart of the methodology that is to be followed for the completion of the project. The following flowchart covers all the steps which would be followed during the due course of this project.

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Deodorant outlet mapping Questionnaire For chemists & cosmetic outlet Collection of data and analysing it, If Santoor deodorant not available, making in-store placement. Recommendations and Suggestions

Regions in Pune city

No. of outlets

Santoor deodorants available

Other brands(Axe)

Other brands(Set wet)

Ravivaar peth Somver peth Keshav nagar Fatima nagar Wonwori &Kondhwa M.G Road & Camp Koregaon park road Dhole patil road Hadapsar Satara road Bibwewadi Dankawadi Katraj Lohegaon Baner Total

15 22 7 13 13 33 6 20 35 8 23 18 9 6 16 244

10 7 2 0 1 0 0 0 5 2 5 6 0 0 3 41

12 14 7 13 13 33 6 20 35 8 23 18 9 1 16 228

8 8 5 11 4 33 5 15 35 3 23 18 9 5 16 198

Santoor with its brand extension in the form of santoor deodorants has been taking initiatives to increase its market share in Deodorant Segment with different promotion strategies such as offering benefits to the end users and retailers by creating direct relationship between the distributor and retailer to consumers and avoiding intermediataries (wholesalers, agents, etc...). In order to achieve this task, sales team of Santoor in Pune city is concentrating more on in-store placement of Santoor deos in the outlets where other products of Santoor are available.

In the month of march with the introduction of one of the promotional strategy by Santoor for deodorants there has been an boost in the sales of Santoor deos. With the help of the questionnaire prepared for Santoor deodorant outlet mapping in this project, it has helped the sales manager to recognise the loopholes in the sales in that particular region or outlet.

Creating healthy relation with the outlets i.e. chemist and cosmetic, in order to increase on the sales of deos on regular basis. Introduction of more marketing campaigns such as increasing the targets of the salespersons for any one day of the week only for deodorant sales. Promoting Santoor deodorants at every outlet in order to create an image in the customers mind as they might not be purchasing it today, however in the future date customer will consider Santoor deodorant and may go for the purchase. Online promotion of the product will boost the sales as well.