Study the distribution channel of lighting industry

1. Akansha
Banshal
Summer Internship Project
On
Study the distribution channel of lighting industry in
Kolkata
Presented by:-
Mr. Ranjay Kumar
GM18176
Section- C
GLBIMR PGDM BATCH 2018-20

2. GLBIMR PGDM BATCH 2018-20
Introduction of Topic
 The distribution channel is one of the most important factor of growth of
any business that’s why the Jaquar is doing a research to understand the
distribution channel.
 Distribution channels are one of the key aspects of driving your
business. Listed as one of marketing’s 4 P’s, placement, or distribution, is
part of the overall marketing strategy of a business.

3. GLBIMR PGDM BATCH 2018-20
Justification of Topic
Among the several factors that affect your decision are the following:
Type of product
Market
Middlemen
Choosing a distribution channel is a pivotal decision for your
business. What you choose determines how your products are
handled and the speed in which they are delivered.

4. Objectives of the Study
 To understand the distribution channel decision.
 To understand the distribution channel strategies.
 To understand the distribution channel management.
GLBIMR PGDM BATCH 2018-20

5. GLBIMR PGDM BATCH 2018-20
Research Methodology
• Research Design- Descriptive Research
• Sample Unit- Distributor and Retailers
• Sampling Techniques- Non Probability Techniques
• Sample Size- 50
• Data Collection Instrument- Questionnaire, Personal interaction
• Data Sources- Primary and Secondary Data
• Sample Area- Kolkata

6. GLBIMR PGDM BATCH 2018-20
4
27
8
11
Distributionship Duration
Lerss than a year
1-3 years
3-5 years
5 years
25
10
13
1 1
Distributorship
Philips
Syska
Havells
Eveready
Others

7. GLBIMR PGDM BATCH 2018-20
2
16
12
20
Delivery Lead Time
6-12 hours
1-2 days
2-7 days
more than 7 days
23
7
12
5
2
Reason for selling
Margin
Promotional Scheme
Demand
Dealer Relationship
Credit Policy
Other Reasons

8. 17
9
12
12
Damage Policy Rate
Satisfied
Unsatisfied
Highly satisfied
Highly unsatisfied
GLBIMR PGDM BATCH 2018-20
17
9
12
12
Damage Policy Rate
Satisfied
Unsatisfied
Highly satisfied
Highly unsatisfied
35
4
2
9
Representative behavior
Highly satiesfied
Satisfied
Unsatisfied
Highly unsatiesfied

9. GLBIMR PGDM BATCH 2018-20
Major Findings
Almost most of distributors were found which were involved with
Philips followed by Syska, Havells and Eveready and also some of
them belong from Wipro and some local brand.
Lead time of delivery is not well and they faced lack of
communication gap and some time unable to fulfill the demand of
distributors.
Most of distributors have main focus on profit margin only not on
building a good relationship to their customers.
Some of distributors are not happy with company credit policy.

10. GLBIMR PGDM BATCH 2018-20
Recommendations
For Jaquar advertisement is not enough till now to spread awareness
around the customer.
 More marketing is required to get in knowledge in the customer mind.
 Some discount scheme may play a crucial role in advertisement.
 Can do advertising through Google pop up (SEO Marketing).
Dedicate Resources
Engage in Value Engineering
Collaborate

11. GLBIMR PGDM BATCH 2018-20
Conclusion
 The Jaquar must continue to identify the problem of distributor and
behavior and further continue to satisfy the changing needs of the
distributor as well as Customers.
 Moreover, if Jaquar wants to prove itself the leading brand in
Lighting industry too, it has to increase the distribution channel for the
customer comfort for its usage. The services should be such like that it
can be easily available to any customer easily.
 Jaquar lighting is changing the lighting industry and is having the
major effects on the relationships with their external partner.

12. GLBIMR PGDM BATCH 2018-20
THANK
YOU
FOR
YOUR
ATTENSION
ANY
?