This document summarizes a presentation on institutional sales given by Sunil Baniya. It discusses the target customers for institutional sales at SNPL Garment, including banks, electronics companies, paint companies, distilleries, telecom companies, airlines, and educational institutions. It outlines the findings from field visits to these sectors, including their uniform/clothing needs and brand preferences. It then discusses the strengths and weaknesses of SNPL Garment in institutional sales and provides suggestions such as rebranding Springwood and enhancing the brand name in the market.

1. PRESENTATION
ON
INSTITUTIONAL SALES
PRESENTED BY:
SUNIL BANIYA

2. Content
 Channels use by SNPL Garment
division
 About Institutional sales
 Target customers
 Field visit and its Finding
 Strength and weakness of SNPL
garment in institutional sale
 Suggestion

3. Distribution Channels used by
SNPL Garment
Surya
Nepal
Garment
Retail sales
marketing
Institutional
sales
marketing

4. About Retail sales
 Solus branded outlet(SBO)
 Exclusive branded outlets(EBO)
 Multi brand outlets(MBO)
 Large format retailer(LFR)

5. About Institutional sales
 Selling the product directly to the
consumers of a corporate organization
 It is usually done for a large volume
sale
 Company does direct transaction with
buyers

6. Benefits of Institutional sale
to SNPL
 Profit maximization
 Risk minimization
 Direct interaction with the customer
 Relation with corporate organization
 Brand promotion

7. Benefits of institutional sales
to the customer
 Heavy discount
 Materials as per their requirements
 Free delivery of products

8. Target sectors of institutional
sales
 Banks
 Electronic company
 Paints company
 Distillery
 Telecom
 Airlines
 Hotels
 Colleges, schools, institution
 Pharmaceutical companies
 Project-NGO/INGO

9. Field visited
56%
9%
6%
4%
7%
9%
9%
Sales
Bank
Electronic company
Paint
Distillery
Telecom
Airlines
Colleges

10. Banks
 Number of banks visited 30
 Banks with uniform : 27
 Banks without uniform: 3

11. Banks uniform
87%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bank with
uniform
Bank without
unifomr

12. Formal wears of Banks
 Formal wears include shirts, pants and
suits
 Banks who have uniforms use tailoring
for their formal wears.
 Like Dormeal, Morgan Traders,
Shrestha Tailoring, New Maharjan
Traders
 Some banks tried to get uniform from
Surya Nepal but their demand were
not fulfilled

13. Casual wears of Banks
Casual wears include round neck t-shirt
and polo t-shirt with or without desired
logo.
Banks use casual wear for various
purpose like:
1. Friday wear: Eg Kist bank, SBI bank
2. Sports
3. Events and programs
4. Scheme: Eg Jyoti Bikash Bank

14. Preference of bankers
63%
37%
Branded
non branded

15. Brand preferred by Bankers
0
5
10
15
20
25
30
35
40
45
Arrow John
Players
SpringWood Peter
England
Indian
Terrian
11
42
16
21
11
Percentage

16. Electronic Company
 Number of Electronic company visited
5
 They don’t have uniforms
 More focus should be given to casual
wears

17. Purpose of Casual wears
 Schemes
 For staff
 Programs

18. Brand Preferences
80%
20%
Branded
Non Branded
All of electronic companies prefer John
Player

19. Paints company
 Number of company visited 3
 They don’t have uniform for their
staffs.
 SNPL should focus on casual wears
rather than formal wears for paints
companies.

20. Purpose of casual wears
 Schemes
 Provide casual wears for wholesalers
and retailers
 T-shirts for their staffs for brand
promotion

21. Preferences
 Out of 3 organization, two of them use
non branded wears and one of them
use branded wears- John Players.

22. Distillery
 Number of distillery visited 2
 They don’t have uniforms
 For institutional sales SNPL should
focus on casual wear

23. Purpose of casual wears
 Schemes
 Programs: Eg united sprites provided
t-shirts during Bryan Adams live
concert for brand promotion.
 T-shirts for wholesaler, retailer as well
as to customers.

24. Telecom
 Number of telecom visited 4
 Telecom with uniforms 2- Ncell, Nepal
Telecom
 Telecom without uniforms 2- Spice
Nepal, United telecom

25. Formal wears of telecom
 Formal wears include shirts, pants
 Nepal Telecom uses tailoring for their
formal wears.
 Ncell uses tailoring or branded wear
like john players for their formal wears

26. Casual wears
Casual wears include round neck t-shirt
and polo t-shirt with desired logo.
Telecoms use casual wear for various
purpose like:
 Sports
 Events and programs: e.g. road show, food
festivals, new Ncell center opening
ceremony.
 Sponsorship: Ncell provided t-shirts for
Ace expression

27. Preferences
 Out of 4 organization, three of them
use non branded wears and one of
them use branded wears-
Springwood.

28. Airlines
 Number of airlines visited 5
 Airlines with uniforms 2- Yeti Airlines,
Agni
 Airlines without uniforms 3- Air India,
Austrian Air, Fishtail Air

29. Airlines uniform
Airlines with
uniforms
40%
Airlines
without
uniforms
60%

30. Formal wears of Airlines
 Formal wears include shirts, pants
 Airlines who have uniforms use
tailoring for their formal wears.
 Like Shrestha Tailoring

31. Casual wears of Airlines
Casual wears include round neck t-shirt
and polo t-shirt with desired logo.
Banks use casual wear for various
purpose like:
1. Sports
2. Events and programs

32. Preferences
All of 5 organization use non branded
wears or easily available wear.

33. Educational sector
 Number of organization visited 5
 Target customer is students
 Student uniform
 Casuals wear for sports, programs-
orientation, functions .

34. Preference
 Out of 5 colleges, two of them use
branded wears- John Players, three of
them use non branded wears

35. Strength and weakness of
SNPL garment on institutional
sales
Strength
 Brand name i.e. John Players
 Quality product
 Reasonable price for John Players

36. Weakness
 More focused on casual wears than on
formal wears
 Quality of Springwood is not satisfactory
 In both brands, there is lack of Nepali
size
 Unavailability of suits in formal wears
due to which many organizations
rejected the order

37. Suggestions
Competitor for institutional sale
 For formal wears the major competitor
for SNPL is tailoring

38. Continue……
When to contact targeted corporate
organization
 Banking sectors should contact before
the fiscal year
 Other targeted sector which uses
casual wear should contact before
festivals
 Educational sector should contact
before new session starts

39. Continue…..
To become top of the mind recall
for institutional sales
 Give advertisement in business
magazine
 Provide gifts to procurement head of
an organization
 Regular follow up
 After selling product we should take
feedback from buyers

40. Continue….
To enhance the brand name in the
market
 Rebranding of Springwood

41. THANK YOU