Effectiveness of Distribution Channel of Minute Maid Pptx

EFFECTIVENESS OF DISTRIBUTION CHANNEL OF MINUTE MAID WITH RESPECT TO CONSUMER SATISFACTION

Guided by:Dr. Sharif MemonProf. Prashant Pareek

Presented by:Kandarp Thakkar (117350592155)

Mohammed Bharmal (117350592042)

INTRODUCTION This study focuses on the effectiveness of

FMCG distribution channel with respect to consumer satisfaction in Ahmedabad market.

The subsidiary company of Coca Cola named Minute Maid was selected to study the effectiveness of their distribution channel in Ahmedabad city of Gujarat.

We are attempting to cover XXX consumers and XX intermediaries of Ahmedabad.

Two different questionnaire are designed- one for the channel members and the other for Ahmedabad consumers

RESEARCH METHODOLOGYObjective of the study :-

To study the distribution channel of Minute Maid. To understand how the distribution channel serves the

customers. To know how the distribution channel helps the

customers to meet their demand. To know the quality of the product and prevalence of

duplicate in the market. To know the market availability of the product in the

market.

RESEARCH DESIGN

Type of research: Descriptive

Population: Sellers and Consumers of Minute Maid's product in Ahmadabad.

Sample Unit: Distributors Stockiest, Retailers, Consumers of Minute Maid's Product.

Sample Size: Distributers/Stockiest XX, Consumers XXX.

Method of Sampling: Non Probability Sampling with Convenience Sampling.

Research Instrument: Interview and Questionnaire.

Product range: Juice drinks, Lemonade, Fortified juices, and

other Juice varieties of Minute Maid.

SOURCES OF DATA (i) Primary data collection : Questionnaires & Interview

(ii) Secondary data collection : Company brochures Magazines and Journals Internet

LIMITATIONS OF THE STUDY:

Time duration Correct Information Misleading information. Trust the dealers and their perception, actual

situation may vary.

DIRECT DISTRIBUTION

FMCG Company

Exclusive Distributers

Retailers

INDIRECT DISTRIBUTION

FMCG Company

Distributers

Wholesalers Cash and Carry

Retailers

MAJOR SEGMENTS OF FMCG INDUSTRY

Household Care10%

Lighting2%

Food and Bevarages53%

Personal Care20%

Tobacco15%

TYPES OF DISTRIBUTION CHANNELS:

Grocery Outlets: Discounter Hypermarket General stores Supermarket

Convenience Outlets: C- Store Kiosk Gas station Street vendor

HoReCa classification: Bar Recreational Restaurant Disco

STORY OF MINUTE MAID Minute Maid was the first company to market

orange juice concentrate, allowing it to be distributed throughout the United States and served year-round.

The Minute Maid company is owned by The Coca Cola Company, and is the world's largest marketer of fruit juices and drinks.

There are now more than 100 different flavors and varieties of Minute Maid

1945 – Marching Orders 1946 – Orange Freeze 1949 – Behind the Name 1960 – Joining Forces 1973 - Just Chill 1980 - Family Additions 1987 – Better for Your Bones 2007 – Fruit Juice Boosted 2011 – Minute Maid Pure Squeezed Launches

PRODUCTS OF MINUTE MAID IN INDIA Minute Maid Pulpy Orange Drink - Orange

Juice drink made from concentrate. Minute Maid Nimbu Fresh Drink - Lemonade Minute Maid 100% Juice - Apple, Grape, and

Orange. Minute Maid Mango Minute Maid Mixed Fruit Juice Drink Minute Maid Apple Juice Drink Bingo tangles

DATA ANALYSIS How do you rate the Margin of the company? a) Good b) Average c) Poor

16%

36%

48%

Rating Profit Margin

GoodAveragePoor

Do the company executives convey schemes on time?

a) Yes b) No

Yes No0

10

20

30

40

50

60

70

62

38

Conveying Schemes

Series1

Which type of channel are you associated with?

a) Grocery storeb) Supermarket and hypermarketc) Convenience storesd) Department storese) Street marketsf) Cinema storesg) Pan shoph) Restaurantsi) Sales at homej) Internetk) Mail or phone order

Grocery

store

Super

Market

Conv

enien

ce Sto

re

Depart

mental

Store

Street

Market

Cinem

a Stor

e

Pan Sh

op

Resta

urant

Intern

et

Sale a

t Hom

e

Phone/

Mail0

2

4

6

8

10

12

14

16

18

Series1

How often do you consume Minute Maid’s Product (Fruit Juices)?

Once a week 2-3 times a week 4-5 times a week More than 5 times a week

Once in a week 2-3 times a week 4-5 times a week more then 5 times in a weeek

05

1015202530354045

40

32

22

6

Cunsumption of Minute Maid Fruit Juices

Series1

Which is your most preferred channel for purchasing Minute Maid’s fruit juices?

Grocery store Supermarket and hypermarket Convenience stores Department stores Other specify

Grocery Store Supermarket and hypermarket

Convenience Stores

Department Stores

Others05

10152025303540

10

38

30

14

8

Preferred Channel for purchasing Juices

Series1

How satisfied you are on the following characteristics of product

Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied

Dissatisfied Highly Dissatisfied

8

4038

12

2

2428

38

10

0

34

22

40

400

6

54

32

8

42

2826

40

Cahracteristics of the ProductPrice Quality Packaging Advertising Taste

Give your input on the overall satisfaction, price and quality, quality service, overall trust of the distribution channel of Minute Maid

Highly Satisfied Satisfied Neither satisfied nor dissatisfied

Dissatisfied Highily Dissatisfied

16

3236

14

2

20

48

24

8

0

14

26

44

12

4

10

18

52

128

0

14

48

22

16

Overall SatisfactionPrice Availability Service Scheme Discount

FINDINGS From the survey it is found that around 30 percentage of

the respondent are satisfied with promotional schemes. Around78 percentage of stockiest, dealers, retailers are

believe that the company’s distribution channel is quite strong in terms of supply chain management. 

The credit policy of the company is still in need for modification.

Around 16 percentage of the respondents are happy with the margin.

Majority of the respondents have no complains with the supply norms of the company.

The frequency of the consumption of the Minute Maids products among the consumers is very less compared to other cold drinks.

CONCLUSION

On the basis of the view-points of the Intermediaries: It can be concluded that the distribution channel and the

supply chain management of the company is successfully providing their credentials by timely delivery, damage policy for the intermediaries, favorable supply norms, and timely response from the company executives and/or representatives.

The company also needs to work on the pricing norms and the profit margin given to these intermediaries.

The promotional schemes and others measures to gain the attraction of the intermediaries and the customers too should be given importance. 

On the basis of the view-points of the Consumers: From the view-point of the customers the company should work

more on the promotions and the awareness of the Minute Maids Product amongst the customers.

RECOMMENDATION

The company should work on the profit margin given to the seller, the credit policy other than promotional schemes.

The company should work more on the advertising of the product.

The company and the stakeholders such as channel members, distributors, retailers, etc. should take care on the discounts given on the company’s products and should come out with different schemes and promotions to attract the customers to buy their products.

THANK YOU