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Sales and Distribution Assignment

1. The document provides information on various companies and the products they offer. It lists HUL, ITC, Haldiram, Bikanervala Foods Pvt. Ltd., and Future Consumer Ltd. along with their respective products. 2. It discusses the owner of a store's views on these companies, noting that HUL has the best product range and quality. It also states that companies focus on product quality and merchandisers are the main differentiation factor for the store owner. 3. The document outlines Patanjali's distribution network, from production to reaching consumers. It discusses the strategies Patanjali uses like the alternative distribution system to create demand and focusing on general trade once

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somya mathur
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127 views

Sales and Distribution Assignment

1. The document provides information on various companies and the products they offer. It lists HUL, ITC, Haldiram, Bikanervala Foods Pvt. Ltd., and Future Consumer Ltd. along with their respective products. 2. It discusses the owner of a store's views on these companies, noting that HUL has the best product range and quality. It also states that companies focus on product quality and merchandisers are the main differentiation factor for the store owner. 3. The document outlines Patanjali's distribution network, from production to reaching consumers. It discusses the strategies Patanjali uses like the alternative distribution system to create demand and focusing on general trade once

Uploaded by

somya mathur
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Company Name Products

HUL Rexona, Ponds, Closeup, Lipton, Rin, Surf-excel, Red label


ITC Aashirvaad, Sunfeast, Bingo, Dark-fantasy, Vivel, B-Natural, Fiama,
Savlon
Haldiram Bhujia Sev, Moong Dal, Jhal Muri, Soysticks, Mathri, Panchrattan, Aam
panna,
Bikanervala Soan Papdi, Gulab Jamun, Besan Laddu, Crunchy Munchy, Bikano
Foods Pvt. Ltd.
Future Golden harvest, Tasty treat, Voom, Caremate, Sunkist,
Consumer Ltd.
1. Number of companies he deals with are the following: -

In his opinion HUL is the best among the lot because it has a diverse product range and good
quality in comparison to the other companies he deals with. In this neck and neck competitive
market companies focus more on providing best products. Services such as merchandisers
visiting the store becomes the only differentiation factor in deciding the like and dislike. As
per the association of the owner with companies, he does not tend to dislike any specific
company.

2. Companies which adopted forward vertical integration route of owning the channel are:-

Nutriva group Apple

The nutriva group develop, produces, and Apple is one of the most significant forward
distributes food to a customer base that craves vertical integration because the company has
its healthy producers. Nutriva controls every controlled the manufacturing and distribution of
aspect of the supply chain, owning its stores, it its products from the time it was founded.
also controls the method of distribution.
Rather than outsourcing its software
development, Apple relies on its own designers
to invent software that is perfectly compatible
with the company’s brand.
Learnings

Vertical integration is a strategy whereby a company owns or controls its suppliers,


distributors, or retail locations to control its value or supply chain. Vertical integration
benefits companies by allowing them to control process, reduce costs and improve
efficiencies.

Forward integration is when a company expands by purchasing and controlling the direct
distribution or supply of its products. Forward integration helps companies cut out the
middleperson. By removing distributors that would typically be to sell a company’s products,
overall profitability is improved.
3. Distribution network is most important for marketing department of Patanjali to reach at
the customer of bottom level. To provide products at the time customer want it becomes
important to have wide range of distribution Channel.

Because of large number of competitors available in market for Patanjali it is important to


maintain market share in competitive environment. If any company become fail in
developing proper distribution channel so company cannot reach at every customer.
Distribution channels of Patanjali helps to provide maximum satisfaction to the customers by
providing right quality, quality and at the right time when consumer wants it.

In distribution channel of Patanjali beginning from company when production department


pack the final product then they forward to central stock holding centre to store. After
receiving stock at central stock, they forward to state stock holding centre according to their
need and state stockholding centre provide stock to district or zonal agent and agent distribute
to wholesaler according to need. Wholesaler provide stock to retailers who are directly
connected with end users means consumer. So, Patanjali have widely spread distribution
network to cover corner of country.

Different channel strategies followed by Patanjali are: -


I. Patanjali used Alternative Patanjali distribution System (ADS) to create new demand.
II. Patanjali centred to general trade once a sizable consumer base was generated.
III. It also reduces cost by using another Patanjali distribution strategy: Primarily
distribution. By setting up its stores, eliminating wholesalers. It eliminated
wholesalers in the retail space too.
 Low prices
 Swadeshi Manufacturing
 Part of the profits going to charity
 Gaining Massive Popularity from Yog Guru Ramdev Baba
 Natural & Ayurvedic Products.

4. I will go about developing a distribution plan for this brand (Mr. Cool) into three
phases.
 The first phase is getting your brand strategy right and aligned with your
business objectives.
 Second is developing all the tools you will need to communicate the brand,
such as your logo, tagline and website.
 Finally, there is the phase of strengthening your newly developed or updated
brand.
Brand development strategy is how you go about accomplishing these tasks. Brand
development strategy is broken into 10 steps.
1. Consider your overall business strategy.
2. Identify your target clients.
3. Research your target client group.
4. Developing your brand positioning.
5. Develop your messaging strategy.
6. Develop your name, logo and tagline.
7. Develop your content marketing strategy.
8. Develop your website.
9. Build your marketing toolkit.
10. Implement, track, and adjust.
There you have it- a 10 step brand development process to drive the growth and profitability
of your brand.
Yes, exclusive distribution is the right approach. When company relies on exclusive
distribution network then they can control over the service level. In this distribution, sellers
only carry producer products.
Exclusive distribution helps to:
 Keep the firm focused.
 Secure the distributor of the brand for the firm.
 Save the firms fear of losing distributor’s loyalty.
Once the company’s focus is off the worry of distribution. It can effectively explore other
means of increasing the publicity and sell of the brand, for instance, through advertisements
and other marketing strategies.

5. Vijay Sales was founded by Mr. Nanu Gupta. He was from an average family. He was
born in Kaithal, Punjab in 1936. He moved to Mumbai in 1954 and started working as a
distributor for Usha electronic fans. In 1967, he started a shop with Rs. 2500 in partnership
with his brother in Martunga.
He named the shop Vijay Sales and it marked the beginning of Vijay Sales. He expanded his
business in 1972 and also made available stocks of white TV. He bought a shop in Mahim in
1975 and register his company in 1976. The high demand for colour TV in 1982 paved way
to expand and in 1986 he opened his first branch in Bandra. By 1994, he managed to open
two more shops. With the advent of large size refrigerator large space showroom became the
necessity. Therefore, a shop of 2500 sq. ft. was opened in Mahim. They displayed their
products to the customer.
By 2006-07, he started additional 8-10 shops in Mumbai. In 2007 Vijay Sales expanded to
places like Delhi, Pune, Surat, Ahmedabad and marked the highest growth. By 2008 the
revenue of the company was 500 cr. Now the revenue has increased to 4000 cr. Started with
only two employees, now the no. has increased to 1900. Though Vijay Sales became a brand
it still pays respect to each customer.

By Sohini Singh(2020060)

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