SUMMER INTERNSHIP

Presented By

Rahul VyasMBA FT 2015-17Institute of ManagementNirma University

Channel Density in AhmedabadProject: Market Research

Brief Introduction About Company

IFB Industries Ltd. comprises two divisions: Fine Blanking and Home Appliances.

• The Fine Blanking Division, originally known as Indian Fine Blanks Ltd, started operations in India in 1974 in collaboration with Heinrich Schmidt AG of Switzerland.

• The Home Appliances Division was started in 1991 with the vision to revolutionize the way Indians live.

Groups Of Companies

• Indian Fine Blanking/IFB Industries Ltd.- Engineering Division

• IFB Agro Industries Ltd.

• IFB Automotive Pvt. Plants

• IFB Travel Systems Ltd.

• IFB Appliances Ltd.

Company ProfileVision:• To be the customer's first choice.

Mission:• To maximize shareholder's value and growth by manufacturing and marketing top quality

products.

• To be the best in the eyes of our customers, employees, business partners and shareholders.

• To be in every home valued at Rs. 15 lakh + and achieve our target of Rs. 4,000 crores turnover by 2016–17.

• To open 40 IFB Points by 2016 in Gujarat Region.

Values:

• Never let profit center conflicts get in the way of doing what is wright for the customers.

• Give customer a good fair deal. Great customer relationships take time. Do not try to maximize short term profits at the expense of building those enduring relationship.

• Always look for ways to make it easier to do business with us.

• Communicate daily with your customer. If they are talking to you, they can’t be talking to a competitor.

• Don’t forget to say thank you.

• Leaner is better.

• Eliminate bureaucracy.

• Cut waste relentlessly.

• Operation should be fast and simple.

• Value each other’s time.

• Invest in infrastructure.

PRODUCTS

Project Introduction

IFB is one of the leading Indian brand of home appliances. IFB holds no. 1 position in front loading washing machines and no. 3 rank in microwave oven in India.

IFB is the leading brand in Front loader but LFRs, Dealers, Customers don’t have awareness about other IFB Products.

• My Project title was “Sales Channel Density in Ahmedabad”.

• I have to find Sales Channel Density in Ahmedabad so that Company use this data to locate Potential Locations for New IFB Points in Ahmedabad.

Sales Channel Density is the measure of our ability to reach the customer. It is equivalent to the ' Feet on the Street'. Sales channel density for a location is equivalent to the depth of business presence. Sales channel density demands investment and has to be carefully managed. A sparse sales density as well as an over-crowded sales force, can be detrimental.

Sales Channel Density

Explanation & Specification

Sales channel density KPI class is an important component in terms of how an organization manages it business reach to the end-customer. • A higher sales channel density means that we have a better reach to the customer• A higher sales channel density means that we are overcrowding our presence leading to same customer

hounded by multiple sales staff.• A higher sales channel density means that we are compromising width for depth.• A lower sales channel density means that we are not investing enough into the channel.• Therefore a lot depends on what is your strategy, and this defines your expectations out of the KPI• DefinitionSales channel density is the number of sales staff  OR number of sales outlets per unit of target customer base.

Calculation formulae

Sales force density calculation is= the number of sales staff OR number of sales outlets /Number of potential customers in a given location

Results & Analysis1. 48 Pin-codes in Ahmedabad2. 37 LFRs and 1 IFB Point and 130 dealers3. Total Customers: 42200 in Ahmedabad in FY 2015-16.4. Sales Channel Density: 0.004

5. Highest Channel Density: Railway Colony, Gandhi Ashram6. Highest Customer Density: Vastrapur, Satellite, Jodhpur Char Rasta,

ManekBag, Polytechnic

RecommendationsProbable areas to open New IFB Point or appoint New

DealersArea Pincod

eCustomer Density

Vadaj, Shastri Nagar, Nawa Vadaj 380013 4.209

Anand Nagar, Sarkhej Road 380007 3.945Ahmedabad GPO, Kalupur, Jamalpur, Shahpur, Manek Chowk 380001 3.645

Jivraj Park 380051 2.391

Suggestions To increase the brand awareness, the company should show the range of products manufactured by it in the durables

segment. This could be done either by placing at least one model of every product in the LFR outlet or via the

brochures. The company can also go for digital brochures for saving costs. QR codes can be placed on top of the

displayed machines, less tech savvy customers can be guided by the salesman to scan the code in his smartphone and

see the complete details of the company and its products along with relevant videos. This would help the company to

deliver highly tailored contents to its prospective customers, which won’t be possible through salesmen.

 

Being an Indian brand, the company should promote itself as one. It will help the customers to associate more with the

brand considering the current Indian manufacturing initiatives like Make in India.

Social Media should be used extensively by the company for increasing its brand awareness.

Learnings1.Innovation is very less2. BTL Marketing 3. Employee Dedication4. Problems faced by Sales person in LFRs5. Post Service is very good6. Focused only on operations and finance

THANK YOU !!!