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Marketing Audit Of Marketing MixDomestic Trade
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PLACE
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Place (Distribution)
Hem Follows a 3 Level Distributionchannel.
Manufacturer>>Distributor>>Retailer>>Customer
The company has got a gooddistributor base.
The margin of safety of distributors isgood enough to respond to any Fad.
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Distribution Related Issues
The reach of the intermediaries islimited to the big retailers.
The company does not take effectivefeed back from the retailers, aboutany problems related to supplies.
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Analysis
The distributors generally dont payemphasis on small retailers, whereas thereare large number of small retailers in thecountry and the competitors are cashing
on this opportunity. Although the company has a policy of
taking feedbacks from retailers, ironicallythe policy is not deployed.
The distributors and retailers do not passon the benefits such as schemes, to therelatively smaller retailers, and theseschemes are absorbed by the
Distributors/Whole sellers.
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Recommendations
The company must ensure completeleadership position by taking into accountthe contributions of small retailers also,
hence supplying to the small retailers also. The company must take measures to
ensure that the co. Representatives dotake effective feedback from the retailers,
to avoid Channel Conflicts. The company must try and maintain
transparency in transactions by providinginformation to the retailers regarding
schemes.
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PROMOTION
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Promotion
The company has been an activepromoter of their products.
The company Advertises mostly all of
its brands effectively catering to allits target customers.
Current promotion that is been going
on is Umbrella free on 60Kgs
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Tag Line
Pioneers of some very famous &appealing tagline such as:
Sabse Alag Sabse Nirali
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ADVERTISEMENT & PROMOTIONAL BUDGET
TOTAL BUDGET PLAN- Rs. 30LAKHS
BUDGET ALLOCATION
OUTDOOR PROMOTION 20,00,000
SALES PROMOTION 10,00,000
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Promotion Mix
OUTDOOR ADVERTISEMENT
POINT OF PURCHASE
PUBLIC/CUSTOMER RELATION
PRINT MEDIA
KALNIRNAYA CALENDAR PRINT
RADIO/FM CHANNELS
SAMPLINGMISCELLANEOUS
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Train boards
Hoardings
Print Media etc.
Customer Survey regarding our promotion
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Discovery No of respondent Percentage
Advertisement 51 64%
Mouth publicity 5 6%
Saw in the shop 18 23%
Other 6 7%
Total 80 100%
64%6%
23%
7%
Advertisement
Mouth publicity
Saw in the shop
Other
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Promotion Related Issues
In spite of, Company spending onpromotion Some of its productssuch as Dhoop sticks, Pouch, Gift
Box are not being promoted.Anubhuti (Natural Incense)
inspite of heavy promotion has
not been able to grab a goodmarket share.
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Recommendations
The company must promote its older brandslike Pama, Dagina, Diwali & Precious range,so that the decline stage in the PLC of theseproducts may be post-pounded.
The 4 Products must be promoted at theretailer counter, rather than spending heavilyon the declining products
OR
The product must be excluded from the
product mix of the company to save costs.
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Recommendations contd
Masala Range needs to beactively Advertised &simultaneously more efforts must
be made to promote Masala atthe sales outlets as many buyingdecisions are influenced at thepoint of sales, and also mostbuying decisions for Incensesticks are made at impulse.
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Online Promotion
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Sales force
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Organization Chart
Director
NSM
RSM
ASM
SalesSupervisor
SalesOfficer
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2002-2003 2004-2005 2006-2007 2008-2009 2010-20110
100
200
300
400
500
600
172
163
206
188
206 208
263
340
399
50
MUMBAI
RS IN LAKHS26.38%
-8.74%
9.57%
0.97% 26.44%
29.28%
17.35%
26.32%
-5.23%
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Total calls and Productive calls April 2013
0
200
400
600
800
1000
1200
1400
PRESENT DAYS
PRESENT DAYS
TOTAL CALLS
PRO. CALLS
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Process
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Customer complaints
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Thank You
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