DATA ANALYSIS AND INTERPRETATION
Price of SKU ( Rs.) Price of SKU ( Rs.)
PTR PTR Bingo
Bingo LaysLays 5
5 4.564.56 4.554.55
10
10 9.129.12 9.099.09
20
20 18.3118.31 18.1818.18
30
30 27.3327.33 27.2727.27
35
35 NANA 31.8231.82
50
50 NANA 45.4545.45
65
65 NANA 59.0959.09
Table No. 5.1 Table No. 5.1
In below chart X-axis shows the various prices of packets available in market and Y-axis In below chart X-axis shows the various prices of packets available in market and Y-axis shows the respective rates at which retailers buys from company.
shows the respective rates at which retailers buys from company.
5.1 Price to Retailer 5.1 Price to Retailer
Fig.5.1 Fig.5.1 Interpretation:
Interpretation:
As per above Bar chart if we compare the Prices to Retailers, which means the rates at As per above Bar chart if we compare the Prices to Retailers, which means the rates at which they purchase goods from company, both the company have minute difference in which they purchase goods from company, both the company have minute difference in PTR. But it also denotes that there is an absence of SKU above Rs 30 in Bingo variants PTR. But it also denotes that there is an absence of SKU above Rs 30 in Bingo variants so it has good opportunity to launch its products in different prices to compete with so it has good opportunity to launch its products in different prices to compete with competitors.
competitors.
5.2 Wholesale dealers Margin Comparison between Bingo and Lays 5.2 Wholesale dealers Margin Comparison between Bingo and Lays
Normally the below graph shows the margins which they got from company.
Normally the below graph shows the margins which they got from company.
WD Margin WD Margin
Bingo Lays
Bingo Lays
5.50% 5.50%
5.50% 5.50%
Table No.5.2 Table No.5.2
Interpretation:
Interpretation:
The above graph indicates there is no difference between margins which wholesalers got The above graph indicates there is no difference between margins which wholesalers got from company.
from company.
The above data collected from the authorized wholesale dealers of company by asking The above data collected from the authorized wholesale dealers of company by asking them questions about margin.
them questions about margin.
0.00%
0.00%
1.00%
1.00%
2.00%
2.00%
3.00%
3.00%
4.00%
4.00%
5.00%
5.00%
6.00%
6.00%
B
Biinnggoo LLaayyss
WD Margin WD Margin
Series1 Series1
5.3 Do you think the Bingo and Lays orders delivered to you on time?
5.3 Do you think the Bingo and Lays orders delivered to you on time?
This question asked to retailers to know about Bin
This question asked to retailers to know about Bingo and Lays delivery after order go and Lays delivery after order ..
Timely Delivery
If we compare the above bar chart we can interpret that the most of retailers are agreed If we compare the above bar chart we can interpret that the most of retailers are agreed towards the timely delivery of Lays as compare to Bingo. This means that Bingo needs to towards the timely delivery of Lays as compare to Bingo. This means that Bingo needs to improve its delivery system in order to match demand and supply in market. Even as a improve its delivery system in order to match demand and supply in market. Even as a bar
5.4 Please assign a value from 1 to 5 for service given by Bingo and Lays?
5.4 Please assign a value from 1 to 5 for service given by Bingo and Lays?
In this question generally indicates after sales service given by delivery person in terms In this question generally indicates after sales service given by delivery person in terms of product setting into racks, payment received from retailers etc. In case of rating value of product setting into racks, payment received from retailers etc. In case of rating value
‘1’ denotes poor and ‘5’ denotes excellent.
‘1’ denotes poor and ‘5’ denotes excellent.
Ratings
Ratings Bingo Bingo LaysLays
Poor
If we compare a service provided by both the brand, Lays is having a upper hand over If we compare a service provided by both the brand, Lays is having a upper hand over Bingo.
Bingo. So we can say that, Bingo has very good potential So we can say that, Bingo has very good potential to increase its service to increase its service qualityquality and distribution network to satisfy and retain retailers as well as consumers for long
Poooorr EExxcceelllleenntt
Lays Lays Bingo Bingo
period.
period. By By providing providing proper proper training training to to delivery delivery people people may may help help Bingo Bingo to to increase increase itsits service standards.
service standards.
5.5 Please mark 1 to 5 for Bingo and Lays for their overall Distribution Process.
5.5 Please mark 1 to 5 for Bingo and Lays for their overall Distribution Process.
The overall distribution process includes from order by salesman to the end
The overall distribution process includes from order by salesman to the end consumers.consumers.
In case of rating value ‘1’ denotes poo
In case of rating value ‘1’ denotes poor and ‘5’ denotes excellent.r and ‘5’ denotes excellent.
Ratings
As the Bar chart shows many Retailers have given highest ratings to Distribution process As the Bar chart shows many Retailers have given highest ratings to Distribution process of the Lays as compare to the Bingo. It is an good opportunity for Bingo to focus on of the Lays as compare to the Bingo. It is an good opportunity for Bingo to focus on distribution network to fulfill retailers and consumers needs.
distribution network to fulfill retailers and consumers needs.
0
Poooorr EExxcceelllleenntt
Bingo Bingo Lays Lays
Now the following qu
Now the following questions asked to estions asked to retailers to know the retailers to know the various challenges they various challenges they facedfaced and how to overcome it by
and how to overcome it by taking their suggestions to improve Bingo performance.taking their suggestions to improve Bingo performance.
5.6 Which are the trade promotional offers you received from Bingo and Lays?
5.6 Which are the trade promotional offers you received from Bingo and Lays?
Offers
If we compare the various promotional offers provided by Bingo and Lays, now as per If we compare the various promotional offers provided by Bingo and Lays, now as per the Bar chart Lays only Provide discounts into the bills whereas Bingo Provide free the Bar chart Lays only Provide discounts into the bills whereas Bingo Provide free packets of Product and discount as well, so Bingo
packets of Product and discount as well, so Bingo has good opportunity to focus on otherhas good opportunity to focus on other promotional activities to attract retail
promotional activities to attract retailers.ers.
0
5.7 What is your expectation in terms of bingo delivery?
5.7 What is your expectation in terms of bingo delivery?
Duration of Delivery
Duration of Delivery RespondentRespondent Same
Same Day Day 1010
One
One Day Day 4545
Two
Two Days Days 2020
More
More than than two two Days Days 55
Table No. 5.7 Table No. 5.7
Fig.5.7 Fig.5.7 Interpretation:
Interpretation:
The present delivery period for Bingo and Lays are three days and one day respectively.
The present delivery period for Bingo and Lays are three days and one day respectively.
If we see above pie chart 56 % of retailers feels that Bingo should be delivered in one day If we see above pie chart 56 % of retailers feels that Bingo should be delivered in one day after order. Prompt delivery is very important in distribution process so they should focus after order. Prompt delivery is very important in distribution process so they should focus on their logistic operations to match demand and
on their logistic operations to match demand and supply.supply.
13%
13%
56%
56%
25%
25%
6%
6%
DELIVERY
DELIVERY DURADURATIONTION
S
Saamme e DDaayy OOnne e DDaayy TTwwo o DDaayyss MMoorre e tthhaan n ttwwo o DDaayyss
5.8 What are the challenges you face to sale ITC Bingo?
5.8 What are the challenges you face to sale ITC Bingo?
Challeges
Brand Loyalty Loyalty about about other other Products Products 4646 Unavailability
Unavailability of of Rack/Hanger Rack/Hanger 3131 Delay
loyalty of other competitors in the market competitors in the market and unavailability of and unavailability of racks to store racks to store products.products.
So to overcome it they should remodify the existing delivery route with increase in So to overcome it they should remodify the existing delivery route with increase in number of high speed transportation facility.
number of high speed transportation facility.
0
5.9 Which is the most selling Variant of Bingo at your outlet?
5.9 Which is the most selling Variant of Bingo at your outlet?
Variants
These are the major five variants of Bingo available into market but as per the retailers These are the major five variants of Bingo available into market but as per the retailers preference Mad
preference Mad Angle Angle and and Tedhe Tedhe Medhe Medhe are are the the popular popular and and most selling most selling variants. variants. It isIt is clear that Bingo’s Mad Angles dominates the market for Bingo so ITC has a greater
5.10 Which criteria would you recommend for bingo to beat other competitors?
5.10 Which criteria would you recommend for bingo to beat other competitors?
Criteria
Criteria ResponsesResponses
Focus
Focus on on Quality Quality / / Taste Taste 2727 Focus
Focus on on Packaging Packaging / / Grammage Grammage 2828 Focus
Focus on on Margin Margin and and Schemes Schemes 4646 Focus
Focus on on distribution distribution 4141
More
More Promotion Promotion / / Advertisements Advertisements 1212
Other 0
Other 0
Table No. 5.10 Table No. 5.10
Fig.No.5.10 Fig.No.5.10 Interpretation:
Interpretation:
There are different criteria to beat competitors in market so
There are different criteria to beat competitors in market so as per the retailers view bingoas per the retailers view bingo should focus on providing schemes to retailers as per their consumption and distribution should focus on providing schemes to retailers as per their consumption and distribution channels in order to increase the productivity.
channels in order to increase the productivity.
0
0 1100 2200 3300 4400 5500 Focus on Quality / Taste
Focus on Quality / Taste Focus on Packaging / Grammage Focus on Packaging / Grammage Focus on Margin and Schemes Focus on Margin and Schemes Focus on distribution Focus on distribution More Promotion / Advertisements More Promotion / Advertisements Other Other
Responses Responses
CONCLUSION:
CONCLUSION:
Both the company Bingo and Lays have minute difference in PTR. But it alsoBoth the company Bingo and Lays have minute difference in PTR. But it also denotes that there is an absence of SKU above Rs 30 in Bingo variants so it has denotes that there is an absence of SKU above Rs 30 in Bingo variants so it has good opportunity to launch its products in different prices to compete with good opportunity to launch its products in different prices to compete with competitors.
competitors.
There is There is no difference between no difference between margins given margins given to wholesalers to wholesalers from Bingo andfrom Bingo and Lays.
Lays.
The most of retailers are agreed towards the timely delivery of Lays as compareThe most of retailers are agreed towards the timely delivery of Lays as compare to Bingo. This means that Bingo needs to improve its delivery system in order to to Bingo. This means that Bingo needs to improve its delivery system in order to match demand and supply in market.
match demand and supply in market.
If we compare a service provided by both the brand, Lays is having an upper handIf we compare a service provided by both the brand, Lays is having an upper hand over Bingo.
over Bingo. So we can say So we can say that, Bingo has that, Bingo has very good potential to very good potential to increase itsincrease its service quality and distribution network to satisfy and retain retailers as well as service quality and distribution network to satisfy and retain retailers as well as consumers for long period.
consumers for long period.
Many Retailers have given highest ratings to Distribution process of the Lays asMany Retailers have given highest ratings to Distribution process of the Lays as compare to the Bingo. It is a good opportunity for Bingo to focus on distribution compare to the Bingo. It is a good opportunity for Bingo to focus on distribution network to fulfill retailers and consumers needs.
network to fulfill retailers and consumers needs.
Promotional offers provided by Bingo and Lays, Lays only Provide discountsPromotional offers provided by Bingo and Lays, Lays only Provide discounts into the bills whereas Bingo Provide free packets of Product and discount as well, into the bills whereas Bingo Provide free packets of Product and discount as well,
so Bingo
so Bingo has good opportunity to fhas good opportunity to focus on other promotional ocus on other promotional activities to attractivities to attractact retailers.
retailers.
The present delivery period for Bingo and Lays are three days and one dayThe present delivery period for Bingo and Lays are three days and one day respectively. Delivery is very important in distribution process so they should respectively. Delivery is very important in distribution process so they should focus on their logistic operations to match demand and supply.
focus on their logistic operations to match demand and supply.
The major challenges faced by retailers are Delay in Delivery during givenThe major challenges faced by retailers are Delay in Delivery during given period, the
period, the brand brand loyalty loyalty of other of other competitors in competitors in the the market and market and unavailability ofunavailability of racks to store products. So to overcome it they should remodify the existing racks to store products. So to overcome it they should remodify the existing delivery route with increase in number of high speed transportation facility.
delivery route with increase in number of high speed transportation facility.
These are the major five variants of Bingo available into market but as per theThese are the major five variants of Bingo available into market but as per the retailers preference Mad Angle and Tedhe Medhe are the popular and most selling retailers preference Mad Angle and Tedhe Medhe are the popular and most selling variants. It is clear that Bingo’s Mad Angles
variants. It is clear that Bingo’s Mad Angles dominates the market for Bingo sodominates the market for Bingo so ITC has a greater potential to increase their focus on such variants by knowing the ITC has a greater potential to increase their focus on such variants by knowing the customer needs to increase market share.
customer needs to increase market share.
There are There are different critdifferent criteria to eria to beat beat competitors competitors in market in market so as so as per the per the retailersretailers view Bingo should focus on margin by providing schemes to retailers as per their view Bingo should focus on margin by providing schemes to retailers as per their consumption and distribution channels in order to increase the
consumption and distribution channels in order to increase the productivity.productivity.
LEARNINGS LEARNINGS
How to establish long term relationship with Retailers as well as customers byHow to establish long term relationship with Retailers as well as customers by creating awareness and fulfilling three needs.
creating awareness and fulfilling three needs.
How to approach and convince retailers to increase their order quantity andHow to approach and convince retailers to increase their order quantity and distribution in order to optimize sales into market.
distribution in order to optimize sales into market.
Daily and monthly report generation through ERP system at distribution points toDaily and monthly report generation through ERP system at distribution points to fix or to know targets into market.
fix or to know targets into market.
How the ITC and other competitors are promoting their products through retailersHow the ITC and other competitors are promoting their products through retailers to capture market share and to increase consumer awareness into the market.
to capture market share and to increase consumer awareness into the market.
Gain knowledge about the various marketing (both ATL & BTL) activities, theGain knowledge about the various marketing (both ATL & BTL) activities, the way in which they alter and affect the consumers mind.
way in which they alter and affect the consumers mind.
A survey helps me to find out what kind of product do they look and what theA survey helps me to find out what kind of product do they look and what the range they prefer is. It also included many variables like brand loyalty. Quality, range they prefer is. It also included many variables like brand loyalty. Quality, distribution process etc.
distribution process etc.
There will always be conflict between channel partners, you need to set upThere will always be conflict between channel partners, you need to set up process
process and and slowly slowly work work towards towards them them becoming becoming the the norms norms so so that that a a certaincertain amount of stability and predictability builds into the system.
amount of stability and predictability builds into the system.
CONTRIBUTION : CONTRIBUTION :
Number of Bingo Slab sold in three months:
Number of Bingo Slab sold in three months:
Month Month
Bingo Slab Details ( scheme ) Bingo Slab Details ( scheme ) Rs.3600 over the period of time as well as the second chart shows the monthly increased Bingo over the period of time as well as the second chart shows the monthly increased Bingo sale.
RECOMMENDATION RECOMMENDATION
Increasing the efficiency of distribution system. Ensuring every shop in the areaIncreasing the efficiency of distribution system. Ensuring every shop in the area must have ITC’s product.
must have ITC’s product.
Analyzing and identifying major competitors. Keeping a tAnalyzing and identifying major competitors. Keeping a tab on their strengths andab on their strengths and weakness and accordingly preparing own strategy.
weakness and accordingly preparing own strategy.
Increasing awareness for ITC products among the consumers and Increasing awareness for ITC products among the consumers and retailers.retailers.
Visibility of Products in Shops.Visibility of Products in Shops.
Appointing knowledgeable salesmen who can market products to retailersAppointing knowledgeable salesmen who can market products to retailers effectively.
effectively.
Tie up with regional/local newspapers running competitions at the time of festiveTie up with regional/local newspapers running competitions at the time of festive season.
season.
There is vast distribution gap between ITC Bingo snacks and Frito-Lays whichThere is vast distribution gap between ITC Bingo snacks and Frito-Lays which has to be filled up in order
has to be filled up in order to increase the sales for that ITC should consider:to increase the sales for that ITC should consider:
has to be filled up in order to increase the sales for that ITC should consider:to increase the sales for that ITC should consider: