Vistaar Dabur PPt (Philip Sunny)

Project Vistaar

Submitted By : Philip SunnyEmail Id :[email protected] Name: Chitkara UniversityMentor Name: Mr.Chirag SinghImmediate Reporting :Mr.Arun Gupta

1

Project Discription

• To map and convert all the Patanjali Outlets in Delhi & Western UP

• Patanjali outelts to be mapped were Patanjali Chikitsalaya ( Type-1) Patanjali Arogya Kendra (Type-2) Other Retailers selling Patanjali products (Type-3) Patanjali Megastore

Dabur India Ltd 2

Security Money For Patanjali Outlets

• Patanjali Mega Store – INR 11 Lakh

• Patanjali Chikitsalaya- INR 5 lakh

• Patanjali Arogya Kendra – INR 21000

• Swadeshi Kendra – INR 5000 ( only patanjali)

• Swadeshi Kendra- INR 5000+ 1100

Dabur India Ltd 3

Patanjali OverviewFounded 2006

Revenue INR 5000cr

Strategy• Current focus on big segments within the FMCG market• They are perceived as a brand offering total healthcare solution• Caters need of consumers across age groups (15-45 years old)

OperatingModel

•Chikitsalayas (franchise dispensaries)•Arogya Kendras (health centres which sell Ayurvedic remedies)• Swadeshi Bhandars (Patanjali outlets for selling Patanjali’s FMCG products

alone)• Patanjali Megastore•Open market (for FMCG products alone)

Product & Services Portfolio

• 800 SKUs across categories like soaps, shampoos, dental care, balms, skin creams, biscuits, ghee, juices, honey, flour, mustard oil, masala, sugar, incense sticks etc.

• Over 300 medicines for treating a range of ailments and body conditions, from common cold to chronic paralysis with doctor consultation, yoga advice

4

Dabur India Ltd

Patanjali’s core is driven by ‘Ramdev Baba’, yoga, health credentials & honest pricing. Recommendation/word of mouth also plays a vital role in driving the equity

Natural

Pure

Word of Mouth

Ayurveda

Yoga

Retail Outlets

Value for Money

Range of products

Media Visibility Health Credentials

Trust

Political Connection

Factory/Farms advertising

Patanjali Hospitals

Patanjali Doctors

Relevant to day to day life through product range.

Honest Pricing

Works like NGO

Propagates healthy life

Within the reach of common man

Transparency

Proof of efficacy

High satisfaction with product experience

Authentic Products

6

LOGO

454849

1,195

2,420

5,000

FY12 FY13 FY14 FY15 FY16F

Patanjali Revenues (INR Crores)

Revenues from different product categories in FY’15

Product Revenue contribution

Growth rate *

Food 37% 100%

Medicines 19% 31%

Toiletries 15% 54%

Dental products 11% 46%

Hair care 11% 51%

Cosmetics 7% 41%

• Source: News articles, Market Research reports* Over 2013-14

• Key Brands are Desi Ghee,Dant Kanti,Kesh Kanti

• 69% of the sales comes from North India, with desi

ghee, atta and mustard oil being the fastest moving

SKUs

Growth Summary

7

Patanjali and Dabur operate in different spaces in consumers mind

1. Moving towards a generalist FMCG company

a) Presence in all day to day items : Grocer

2. Pure/Natural and authentic products.

a) Gheeb) Aatac) Honey etc.

1. Seen as a Specialist a) DCP – Immunityb) Pudin Hara - Digestionc) RTP– Dental Problemsd) Vatika/Amla – Hair

Problems2. Presence in specific product

categories with ayurvedic credentials

Patanjali Dabur

8

9

SWOT OF PATANJALI

STRENGTHSWADESHI WAVE

YOGA & SPIRITUAL FOLLOWERSPRICE

POPULAR BRAND IMAGE(BABA RAMDEV)

OPPORTUNITYLACK IN R&D INFRASTRUCTURE

CONSTRAINED DISTRIBUTION CHANNELAYURVEDA BASE PRESCRIPTION BASED

DRUGSDEMAND EXCEED SUPPLY

WEAKNESSESGETTING INTO CATEGORIES WHICH ARE

NOT TRUE TO CORE-eg DETERGENTS,NOODLE

SHORT SHELF LIFE

THREATSLOW LEVEL RETAIL MOTIVATION

SUPPLY SHORTAGENO REPLACEMENT

Dabur India Ltd

Patanjali’s focus is more towards grocery, staples and ready to eat food category, where Dabur is not present.Business Overlap mainly in Chyawanprash, Honey, Toothpaste, Shampoo & Hair Oil.

HealthcareChyawanprash

Honey

Ayurvedic Medicines10

Scope of Work

• Area of Work-North Delhi & Western UP

• Stockists Covered-5

• Total Beat Covered- 40

• Total Outlets mapped- 133

• Total outlets Converted-123

Dabur India Ltd 11

Outlets Composition

4%

88%

8%

Type-1 ( 5 outlets)Type-2 (113 outlets)Type-3 (11 outlets)

Dabur India Ltd 12

Total Figures• Total outlet mapped- 133

• Total outlet converted- 123

• Conversion rate- 92.48%

• Total Sales- Rs.95614

• Average Sales/ outlet- INR 777.34

• Total lines Sold- 517

Dabur India Ltd 13

North Delhi• Total Number of Patanjali : 100 • Total Number of Billed Patanjali: 91• Total Number of Unbilled Patanjali: 9• Conversion Rate: 90.91%• Total Number of Stockist Name: 41) Vishal Traders (T=53,B=48,UB=7,RB=16),2) Ganpati Enterprises (T=13,B=14,UB=0,RB=1)3) Shri Ranjeet (T=15,B=14,UB=2,RB=1)4) Vardhman (T=19,B=18,UB=1,RB=6)

North Delhi• TOTAL BILL VALUE = RS 50398• TOTAL LINE SOLD = 318• AVERAGE BILL SIZE= RS 559.97

Western UP• Total Number of Patanjali : 33• Total Number of Billed Patanjali: 33• Total Number of Unbilled Patanjali: 0• Conversion Rate: 100%• Total Number of Stockist Name: 1. Sanchar System(T=34,B=34,UB=0,RB=1)

Western UP

• TOTAL BILL VALUE = RS 45216• TOTAL LINE SOLD = 199• AVERAGE = RS 1458.58

Town Wise Report

North Delhi Western Up

99

34

90

3424

1

Outlet Mapped Outlet Converted ReBilling

Dabur India Ltd 18

Top 10 Items 1. Honitus Cough Drops2. Hingoli 2003. Pudhin Hara Active4. Pudin Hara Pearl5. Sat Isabgol 10gm,100gm6. Asav & Arishta (Dabur Dashmularishta, Dabur Ashokarishta)7. Dabur Shankhpushpi Syrup8. Dabur Clove Oil9. Dabur Erand Oil10. Dabur Shilajit Gold

Competitive AnalysisProduct Name Patanjali MRP Patanjali PTR Dabur

MRPDabur PTR

Ashokarista(450 ml) 60 47.62 99 66

Dasmolaristra(450 ml) 85 67.46 115 82.50

Badal tail (50 ml) 110 87.31 175 145.83

Sat Isabghol (100 gm) 80 64.25 85 73.9

Trifla Churan( 60 gm) 25 19.84 - -

Lavan Bhaskar( 60 gm) 65 51.59 45 37.50

Honey (250 gm) 70 55.56 122 107.17

Honey(500 g) 135 107.14 199 175

Honey ( 1 kg) 260 206.35 380 333.33

Dabur India Ltd 20

21

TYPE OF RETAILERS

• SCARED RETAILERS • LOYAL RETAILERS • MARGIN BASED RETAILERS • DUAL RETAILERS• OPPURTUNITY BASED RETAILERS

Dabur India Ltd

22

OBSERVATIONS-1

• RESPECT FOR DABUR • PATANJALI MARGIN AND SCHEME • MAPPING PATANJALI BEAT• PATANJALI DISTRIBUTION CHANNEL • PRICE CLASHES • NO REPLACEMENT • VED DON’T HAVE MANY OPTION • SHORT SHELF LIFE• NO CERTIFICATION

Dabur India Ltd

Dabur India Ltd 23

OBSERVATIONS-2

• NO SUGAR FREE PRODUCTS • LARGE DEMAND FOR NICHE PRODUCT• POOR BRAND KNOWLEDGE• NO WHOLESALE CONCEPT • NEED OF PAPER PAMPLETS • ASKING FOR DISPLAY • STOCKING OTHER BRANDS – ZANDU, BAIDYANATH• IS DABUR A SWADESHI COMPANY ?

Dabur India Ltd 24

CHALLENGES

• SCOUTING PATANJALI OUTLET • NOT ABLE TO MEET THE DECISION MAKER• SHOP TIMING • PRICE DIFFERENCE • DEMANDING SAMPLE• CREDIT• PRESENCE OF OTHER BRAND WITH NEGATIVE

EXPERIENCE – e.g. GAIT • MENTAL BLOCK WITH HCA

STAR HCA NAME-MR.AmitStockist Name:VISHAL TRADERS

Patanjali Outlet- 50Billed Outlet-47

Key Factors Drishti Knowledge Punctuality Follows Seven Steps Of

Sales Decently Dressed Calm Behavior Good Brand Knowledge Great Commitment

towards his Job.

Reasons for Success

• Patanjali offers comparatively less margin

• Dabur’s offers a wider range

• Patanjali products doesn’t have all sizes in products.

• No Replacement Policy • Dabur a well reputed Swadeshi company

Dabur India Ltd 26

Dabur India Ltd 27

KEY LEARNINGS• Understanding S&D network of Dabur• On-ground exposure - Live market working• Leadership skills - Man-Management• Negotiation skills• Sales techniques - Steps of a Sales Call • Learning Drishti software• Bill (ECO, Bills, Lines, Margin, Scheme) - Sales Terminology• Developing a Selling Story • Analyzing Data • Daily Planning & Developing implementable strategies

Dabur India Ltd 28

Patanjali MARGIN & SCHEME

Dabur India Ltd 29

Patanjali MARGIN & SCHEME

Dabur India Ltd 30

Patanjali MARGIN & SCHEME

Dabur India Ltd 31

Patanjali MARGIN & SCHEME

Dabur India Ltd 32

Patanjali MARGIN & SCHEME

Dabur India Ltd 33

Patanjali MARGIN & SCHEME

Dabur India Ltd 34

Patanjali MARGIN & SCHEME

Dabur India Ltd 35

Patanjali MARGIN & SCHEME

Ensuring Counter Visibility In The Counter

Dabur India Ltd 37

Presence of Dabur at Patanjali Outlets

Dabur India Ltd 38

Presence of Dabur at Patanjali Outlets

Dabur India Ltd 39

Presence of Dabur at Patanjali Outlets

40

Presence of Dabur at Patanjali Outlets

Dabur India Ltd

Dabur India Ltd 41

Presence of Dabur at Patanjali Outlets

Dabur India Ltd 42

Presence of Dabur at Patanjali Outlets

Presence of Dabur at Patanjali Outlets

Presence of Dabur at Patanjali Outlets

Dabur India Ltd 45

Paper Pamphlets- Improving Brand Knowledge

Dabur India Ltd 46

Paper Pamphlets- Improving Brand Knowledge

Dabur India Ltd 47

Paper Pamphlets- Improving Brand Knowledge

Dabur India Ltd 48

Delivering Goods – Ensuring Supply to Outlets

Dabur India Ltd 49

Transferring HCA- Making Them Brand Ambassadors

Dabur India Ltd 50