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General Definition .“It is a 'path' or 'pipeline' through which goods flow in one direction (from supplier to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the supplier).” Wikipedia
IntroductionVitamins and minerals are considered essential nutrients—because acting in concert, they perform hundreds of roles in the body. They help shore up bones, heal wounds, and bolster your immune system. They also convert food into energy, and repair cellular damage.
•Vitamin & Minerals together : 36 %: of Nutraceutical industry.,•Growing in double digit.•OTC market in India is 4000 cr. Growing -12-14%
Brands in the MarketRevital, is Sun Pharma flagship OTC brand and is the No. 1 Vitamin & Mineral Supplement Brand.
Other brands , Himalaya’s Liv-52 and Pfizer’s Becosule.Supractiv (Piramal), Nutralite (Amway), Nutrigo (Dabur), Well AM- PM,Well multivitamin (Modicare) and GNC (Guardian Life care Pvt. Ltd). However, in the specific Vitamins + Minerals + Ginseng segment, the competing brands are Actival – Z – (Taj Pharmaceuticals), Seven Seas Multispectrum (Merck), etc.
STRENGTH: WEAKNESS:
Tier 1 cities –People awareness Only an urban market phenomenon
Govt also promoting cleanliness and hygiene and good health Awareness is less in 2 tier cities
Existing dietary supplement will help competitive and hence limited scope to increase market share
Neulife stores in 22 cities will help promote the brandPharmaceutical channel only, Grocery stores reluctance
Good distribution, promotions, and campaigns for luring customers
OPPORTUNITY: THREATS:
Expand in more varieties to make presence felt Competition from strong existing companies
Eventually tie up with Doctors and health advisors Customer retention difficult
Contact local Gym instructor
Distribution Model
Pharma wholesaler
CHANNELS OF DISTRIBUTION
Direct store delivery- like Big Bazaar, Spencer’s, Hyper city. ,E com
DSD- Neulife stores
DSD-Focussed outlets –Gym equipment's and protein supplement stores
Through Distributor- Chemist outlets and Pharma wholesaler
Population-1.5 Cr Approx outlet no all put together.-
35000. Total targeted retailers
(chemist+LFR+Focus outlets)- 9000. Total market value- 10% *4Kcr=400 cr
Population-1.5 Cr Approx outlets no.-9000 Frequency of Visit in a month. 2000 weekly, 5000 fortnightly,2000 monthly Scheduled calls :-2000*4=8000,5000*2=10000 . Monthly -2000*1 =2000Total calls=20000 1 dsm-20 calls*25 days=500 Total distributor salesmen=20000/500=40.
Key A/C (MT, Focus, Neulife stores) -100 2 key a/c- executive. On payroll .DSD(direct store delivery)
10 distributorArea Distributor
Byculla-Colaba-Nariman point 1Dadar-Kurla 1Mulund-gkp-mankhurd 1Mahim-Bandra-Andheri 1Jogeshwari-Dahisar 1Thane-e+w 1Meera road-vasai-Palghar 1Dombiwali-Badlapur-karjat 1Airoli-Belapur 1Kharghar-Panvel 1
10
No. of retailers 9000 Total no. of distributor sales men to cover the arket-40
Rural
Urban people
Kids
Low Income group
Middle to high income group
Working professionals
Females
Fitness oriented,
Do not prefer
Working corporate professional Middle and high income group Kids 12 yr+ Young urban females. Gym goers and joggers.
“We offer fitness ,stress-free and healthy life to the people from all the walks of life
Incentive plan, quota per Sales Representative Distribution plan: initial stocking and terms CFA /warehouse Appointment Distributors Appointment. Meeting with LFRS and agreement . All the partners and sales people aligned . Salespeople should be in company uniform.
Video models for use at launch role plays. use social channels for more meaningful engagement. See who is talking
about your offering online and then make contact with them. See how these folks can help you further promote your offering within their social circles.
Product features and application Handling retailer objections and competition.Ensuring that first trials are successfulGroup presentationsHow to put the new product into the storeRoute Action PlanPresentations to store keeper(selling story)Sampling allocation and planPOP, utilization, etc.All merchandising kits with sales teamFollow sell in norms.
Weekly review with the Team and Feedback on the plan.Discussion- based on placement.
Placement norm
Category-channel Sell inReplnishment
Outlets
60% /40% placemen
tTotal sales
LFR 20 10 40 24 480Nutrition Store -Focus stores 20 10 40 24 480pharma wholesale 20 10 20 12 240Chemist 6 3 9000 3600 21600
3660 22800
Note:-Sell in norms can be adjusted depending on pricing and packaging of the brand and competition
40% for retailchemist
-Our brand should be neatly arranged.-Flow should be right-left –high price to low.-They should be placed in the category.Need to be placed with brand leaders like Revital etc.
Free sampling-small packsShopper contract forms to be filled in
Analyze effectiveness of tactics and effectiveness of message
Analyze competitive response Handling store keeper queries Handling store keeper resistance Post launch bulletin Producing the Audio Cassette Training
Program, Post Launch Feedback Revising plans.
Celebrating successes Selling tips New ideas to reinforce messages Interviewing happy users of new
product How to respond to Rep’s questions
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