TABLE OF CONTENTS

Chapter nos. 1.

Content
Acknowledgement Executive Summary Introduction 1.1 Objective of the Project 1.2 Purpose of the Project 1.3 Research Methodology Middleman Identification 2.1 Meaning 2.2 Distribution Channel Areas Covered Conclusion

Page no.

2.

3. 4.

ACKNOWLEDGEMENT
I sincerely feel the credit of the project work could not be narrowed to only one individual. This work is an integrated effort of all those concerned with it, it would have been quite difficult without their direct & indirect co-operation. I wish to express my appreciation and gratitude to all the concerned people.

I would like to express my deep gratitude towards Mr. Ramesh and Mr. Shailendra (Customer Development Officer- Channel Management) who gave me an opportunity to work for COLGATE PALMOLIVE. I must express my gratitude to Dr. Shantanu Mehta (Director of St. Kabir Institute of professional Studies) whose perceptive guidance, constant encouragement and affection were the light of guidance during my tenure of my work. I would be also like to thank to faculty guides Mr. Rajiv Joshi, Mr. Ravi Gor, Ms Rima Mam for their guidance and encouragement, without which this project would not have been a success.

EXECUTIVE SUMMARY

1. INTRODUCTION
1.1 Objective of the Project:

Objective of the project is to identify the unreached middleman (wholesalers), where company is not able to supply products directly or the wholesalers, who are not purchasing from the company.

1.2 Purpose of the Project:

The Purpose of the project was to expand the product distribution network.

1.4 Research Methodology

Middleman Identification:
Introduction:
Middleman means a trader who buys bulk products from producers and sells to retailers or consumers. In simple terms we can say a wholesaler who works as an intermediary between company and retailer. Wholesaler plays an important role of supply chain for both company and retailers, wholesaler buys the bulk amount from the company and divides into small lots and distribute to retailers.

Distribution Channel:

Company

Stockiest

Wholesalers

Retailers

Retailers

Retailers

Retailers

Retailers

The above diagram shows the distribution channel, which shows the flow of products from company to retailers. As we can see in the diagram company first send the products to the stockiest (number of stockiest depend upon the size of the market). Then Stockiest distribute the products to wholesalers and retailers. After this wholesaler send products to the retailers which are not covered by stockiest.

Areas Covered:
I. II. III. IV. V. Ahmedabad: Kalupur Mandi, Sardar Nagar,Vinjol Gaon, Vastral Gaon,Odhav,Bapunagar, Mani nagar, New wadaj, New Ranip, Ghatlodiya, Science City Road. Mehsana: Motera Road, Nagalpur Road, Radhanpur, Panchwat. Deesa: R K Complex nearby Areas, Sindhi Market, Near Gayatri Mandir Areas and few more areas. Patan: Bhagwada, nearby areas of S T Bust stand, Railway Area, Juna Ganj, Sidhpur 4 rasta. Himmatnagar: many areas of himmatnagar.

Conclusion:
130 forms were filled up by wholesalers and retailersin the covered areas. In few areas like New wadaj, New ranip, Odhav and science city road there are chances of establishing of new wholesalers. Colgate brand has its presence in Kirana stores, Cutlery Stores, Plasic stores, Beauty aid stores, pan parlours, Drug stores.