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STUDY OF SUPER STOCKIST & SUB STOCKIST NETWORK

BY-ADITYA KULSHRESTHA
PGPBM (09-
(09-11)
ROLL NO: P/MN/R/09/004
ëBOUT THE COMPëNY

`Rasna, the product that has given the world its best-known taste was born in 1980.
Rasna Pvt. Ltd Company is the leading manufacturer, marketer and distributor of
non-alcoholic beverage (Powder based drink), used to produce nearly couple of
SKU.

`Rasna is a brand owned by Poima Industries which introduced and nurtured the
concept of soft drinks concentrate (SDC) in Indian market.

`Level to Expand : International

`Received the Superior Taste Award 2008 instituted by The International Taste &
Quality Institute, Belgium.

`Rasna claims 97.2% market share in non carbonated soft drink concentrate powder.
PRODUCT CëTEGORY-

FRUIT FUN- FRUIT PLUS-


PRODUCT RëNGE
›  

ruit fun ruit plus


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CHANNEL OF DISTRIBUTION

MANUFACTURER
MODERN MARKET

WHOLE SALER
REGIONAL DEPOT DISTRIBUTOR CONSUMER

RETAILER
COMPETITORS
ëREë OF WORKING

I¶m very fortunate to have worked in two regions for Rasna Pvt. Ltd, which is
Ghaziabad and Kanpur^

V 
OBJECTIVES

·To ensure the primary and secondary sales by the company. Primary
includes billing by the stockist or super stockist to the company and
secondary is the direct selling made by the stockist or super stockist in
the market.
·To trace the gap between the dealers perception and the customers
perception.
·To establish benchmark measures for the organization and its
performance.
·To tally secondary order against actual delivery by stockist.
·To assess the organizations market perception as compared to the
competitors.
NëTURE OF THE WORK

ÎWork was to build up distribution network and spin the distribution cycle.

ÎKeeping a record of every major shop is necessary to make sale happen


on time and to create new wholesaler and retailer is also important. To
create the a new shop you have to be very familiar with the market, had to
visit that shop twice or more, make them aware about the brand, then
convince them and deliver them orders.

ÎOur main job was to take feedbacks of our product from different markets
for that our instrument of record were D-FORM & DAILY SALES
REPORT.
w   

NAME OF TI REGION TOTAL SALES AVAILABLE DSR SERIAL NO. TODAY VALUE TGT ACH:

TOWN H. Q: NAME OF STOCKIST: M/S DATE: DATE OF LAST VISIT:

MSP 32 GLASS 12 GLASS 1 KA 2


5 gms.
S.No. NAME OF OUTLET 5 GLASS 20 GLASS TOTAL 25 g. Pouch 50 g. Pouch 100 g. Pouch 50 g. jar TOTAL
Pouch
OR MG LMN TOTAL OR MG SG KE CK CC PA LMN KK OR MG LMN SG OR MG

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23

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D
ëNëLYSIS OF DEëLERS ëND THEIR ëREë
V  

GOYëL ëGENCY(SUPER STOCKIST) V V
 
  
AVERAGE ONE 
V

 

TOWN DAY SALES(RS)
HAPUR 12000
MEERUT 8000 
 ÑÑ
MODINAGAR 6000


MURADNAGAR 6500 
PILKHUA 11000  
Ñ 
KHODA 10000

TOTAL- 53500
Ñ   
AVERAGE PER DAY SALES- 8916.67

RëMëSHRëY  



V

 

(STOCKIST)
AVERAGE ONE DAY

MARKET SALES(RS)   
PATELNAGAR 9000
 
 
GHANTAGHAR 11500 

VIJAYNAGAR 12600  
 
PRATAPVIHAR 13000

KAVINAGAR 9400 
LOHIANAGAR 4600   
TOTAL- 60100

AVERAGE PER DAY


SALES- 10016.67
Ú   

RëVINDRë ëGENCY
(STOCKIST)-
AVERAGE ONE
MARKET DAY   V
 
V

SALES(RS) 
 
 
N  NJ     
 
  
(WH    
 76000
GOVIND NAGAR 16000    

DABOLI 4650
RATANLAL NAGAR 10500
  
BARRA 6000
TOTAL 113150 

 
AVERAGE PER DAY SALES(RS) 18858.33 

  V
   
V

ëRNëV ëGENCY 
 

(STOCKIST)-
  
AVERAGE ONE
 
MARKET DAY SALES(RS) Ñ

VIJAY NAGAR & SHASTRI NAGAR 30000
PANKI 4050  

GUMTI 18000
RAWATPUR 9050

KAKADEV 8000 Ñ
TOTAL 69100
  

AVERAGE PER DAY SALES(RS) 13820


DEEP ëGENCY
(SUPER STOCKIST)


 ëGENCY(SUPER  


AVERAGE ONE

V

 

MARKET DAY
SALES(RS)
SAKET NAGAR 14500

KIDWAI NAGAR 14000   

KALYANPUR 6500   
TOTAL 35000
 

AVERAGE PER DAY SALES(RS) 11666.67

Mëë VëISHNO(SUB STOCKIST)


ëVERëGE ONE DëY SëLES

MAA VAISHNO(SUB STOCKIST)


AVERAGE ONE
MARKET DAY
SALES(RS) -Ñ -  
SHIVLI 10500  
BITHOOR 8500 
AWAS-VIKAS 8900
TOTAL 27900 -
GHë IëBëD
V  
V




STOCKIST AVERAGE ONE DAY SALES(RS)
GOYAL AGENCY 8916.67
RAMASHRAY 10016.67
TOTAL- 18933.33  
  
 


AVERAGE PER DAY SALES- 9466.67

  
V




KëNPUR
AVERAGE ONE  
DAY   
STOCKIST SALES(RS) Ñ
RAVINDRA AGENCY 18858.33  
ARNAV AGENCY 13820   
DEEP AGENCY & MAA VAISHNO 10483.33
TOTAL 14387.22 Ñ    
 

AVERAGE PER DAY SALES(RS) 14387.22
COMPARISION ON SALES-

REGION AVERAGE ONE DAY SALES

GHAZIABAD 9466.67

KANPUR 14387.22

TOTAL 23853.89

AVERAGE SALES PER DAY- 11926.945


V

 


!



COMENTS

ÎTang is main competitor and strategically close performer to Rasna.

ÎUnsolved DGR (damage goods return) issues, Unavailability of stocks


at depot are the major problems.

ÎUrban market of soft drinks is getting saturated. And also the rural
market is growing at a pace so by effective strategy this can be a future
market for the product.

ÎThe reasons given by consumers for having liked the product were:
ÎIt tastes like fresh orange juice.
ÎIt is a good thirst quencher, especially in the summer season.
ÎIt is not bitter like other readymade products that are
available
RECOMMENDëTIONS

ÎRasna should more emphasis on its Television advertisements.

ÎA proper arrangement must be made for recovery of its expiry


products.

ÎThe offers, schemes and other promotional activities should be


discussed with the TSM and the salesman and should be
motivated to tell it to the retailers so that schemes should be
properly utilized by the retailers and the consumers.

ÎCompany must ensure the regular supply of all the flavors of all
the packaging on time, specially those product and flavors which
has high demand in market.
Õ 

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