Presented By: Yash Koladiya Mayank Saxena MBA-FT NIRMA University Project Title
Increase market penetration of Amul
products in Ahmedabad using analysis of order and sales data available with distributors. Objectives: To identify potential increase in SKUs and increase average number of SKUs per outlet. To identify potential new outlets and widen the current Amul universe. To identify dead retailers using database and make them active ones. To identify opportunity for display boards. To update address and phone numbers in Master data base for smoother operations. Distributor: • Bhagwan Provision Store, Naroda Area • Total Retailer Count: 1280 • Beats :24 • No. of Salesman: 5 Methodology Adopted: • We accompanied sales person and get to know the current universe of the distributor. • Analyse the current market situation of Amul using the live database available with Amul distributor. • Using systematic study and analysis of the data available, it is possible to increase the efficiency of salesman and market reach. Obj: Beat Restructuring Problems: • Too long or too short beats. • Duplication of outlets. • Incorrect Billing information. • Incorrectly placed outlets. • Permanently closed outlets. • One outlet in two beats. Methodology: • Identified closed outlets and doubled entered outlets with the help of the sales persons and distributor and removed them. • Then, identified incorrectly placed outlets from all the beats and put these outlets in correct beats. Methodology: • Then we identified some small beats and combined them to make them larger beats and reduce number of total beats. • It is made sure that each salesman should visit maximum 45 shops in a day. • The route is designed in such a way that the retailer shops in a beat should be in linear manner. Updation of Retailers Data • Earlier there were approx. 1280 shops in all beats. • We segmented the data and classified according to the beats. • Total Shops: 784 • The data will be uploaded in the database once it is fully confirmed by the distributor. Obj: Non-Billed Outlets Non-Billed Outlets • Identified the Non Billed Outlets from the data available • Accompanied with the salesman and identified the reason for Non-Billing. Non Billed Outlets • 01-May-2018 to 11-May-2018: 297 outlets were not billed according to Core Stocky. • Targeted outlets not billed after 16-May- 2018.(Dead outlet of one month) • Converted 14 outlets dead from one month from 11-May to 16-May. Retailer Buying Trends • We analyse buying trend of all the retailers for ice cream of last year. • It helped us to know which outlets were permanently closed and which one can be targeted further to increase sales. • On market visit it was found that there was problem in ordering and delivering. Thank You