1. Project on Shopper’s Based Design
(SBD)
By VRUTTI TANNA

2. The Company
 Oman, headquartered in Muscat
 147 years
 Diversified business in four group

3. KRIPL
 KRIPL commenced its operations in June 2009. Over the years it
has expanded its P&G distribution network across North Gujarat.
 Operating out of a 49,000 Sq. ft. sells and logistics facility, the India
operations currently employ more than a 1000 employees in the KR
- P&G Sells Organization and directly cover a total of 50,000 retail
stores.

4. Mission
"To uphold the legacy of our proud past and
strive to realize the full potential and
promise of this millennium"
Vision
"To sustain our leadership position nurtured over a
period of a century requires more than just
entrepreneurship. It takes superior product skills,
dedication to excellence and quality in everything we
do and a corporate environment marked by teamwork,
accountability and constant innovation"

5. Distribution structure at Gujarat
P & G
Sales Manager
(Rajkot,Saurashtra and Kutch)
Business
Executive
Sales Team
Leader
Distributor
Sales
Executive
Visibility
Executive
Visibility
Team
Leader
Visibility
Sales
Executive
Sales Manager
(Ahmedabad,North
Gujarat)
Business
Executive
Sales Team
Leader
Distributor
Sales
Executive
Visibility
Executive
Visibility
Team
Leader
Visibility
Sales
Executive

6. Product Structure
Khimji
Ramdas
P & G channel
Home and Health
pantene
Head &
Shoulder
Pamper Whisper
Oral B Vicks
Him and Her
Olay
Gillette Old spice
Britannia

7. Distribution Channels
Large
A
Traditional Beauty pharmacy
B
Traditional Pharmacy

8. Distribution Channels
Medium
Traditional Pharmacy

9. Distribution Channels
Small
A
Traditional Beauty pharmacy
B
Traditional

10. Distribution Channels
Wholesale
Traditional Beauty Pharmacy Traditional Beauty Pharmacy

11. Brand Category
P & G
Fem care
Whisper
Baby Care
pampers
Laundary
Ariel and Tide
Hair care
Pantene and
Head and
shoulder
Oral care
Oral-B
Air Care
Ambi Pure
Health Care
Vicks

12. Customers
 FMCG retailer selling any three categorised
products
 Customer division
More than Rs. 20,000 is Large A customer
Between Rs. 10,000 to Rs. 20,000 is Large B
customer
Between Rs 5000 and Rs 20,000 is medium
customer
Between Rs. 1000 and Rs. 5000 is small A
customer
Less than Rs. 1000 small B customer

13. The Competition
 Wholesalers
 Unorganized traders
 Sandesh in south gujarat
 Online products
 Reliance

14. The Environment
 Flexible and supportive

15. The Technology
 Swing software
 Instore application
 Excel

16. SWOT
 Strength
 System and data
 Rigorous training
 Distribution process
 Strong and sound infrastructure
 Well established principles
 Weakness
 Retention of employees
 Low motivation of employees
 All guidelines are provided by P&G, hence KR cannot
implement its own changes

17.  Opportunities
 Market of P&G is growing fast; new markets are coming
in more number so distribution can be extended more in
entire Gujarat as well as other state of India.
 FMCG is an evergreen market; it has lot potential to
grow higher.
 Threats
 If K.R lacks to make P&G products available and
visible in the market, there are threats of other
competitors to overtake P&G.
 The big players like Reliance, Big bazaar, etc, who
directly get the stock from P&G, give a tough
competition to K.R.

18. Shopper’s Based Design (SBD)
 Objective
To push the products of P&G in market and to
increase their sell that will ultimately increase
KR profit.
 Target
To make each store a golden store that is to push
all the SKU’s which are decided by Khimji
Ramdas of P&G in to the store within a month
and earn golden points.

19. Easy SKU
• Objective
 SKU with highest sell and low in
price/quantity/weight.
• Task
April 2015 to April 2016
Various categories brand
Descending order
For large channel the sell of Rs. 20,000 or
more
197 SKU’s selected

20. Easy SKU
Rs. 15,000 or more for medium channel
154 SKU for medium channel
Rs 10,000 or more for small channel
255 SKU for small channel
Customer database for all the channels
having list of easy SKU

22. Easy SKU
 Achievement
Helped the DSE in dispatching SKU
easily
 Challenges
Difficult to separate
Kutool tool

23. Deciding Upon SKU
 Objective
Increase sell
Golden store
• Task
48 months data was taken
Highest sold SKU
Current scheme and discount
Selling plan was made for all the channels

24. Deciding Upon SKU (SMALL A
PHARMACY)

25. Deciding Upon SKU (SMALL A
BEAUTY)

26. Deciding Upon SKU (SMALL B
TRADITIONAL)

27. Deciding Upon SKU (SMALL A
TRADITIONAL)

28. Deciding Upon SKU (MEDIUM
TRADITIONAL)

29. Deciding Upon SKU (MEDIUM
PHARMACY)

30. Deciding Upon SKU (LARGE A
TRADITIONAL)

31. Deciding Upon SKU (LARGE A
PHARMACY)

32. Deciding Upon SKU (LARGE A
BEAUTY)

33. Deciding Upon SKU (LARGE B
TRADITIONAL)

34. Deciding Upon SKU (LARGE B
PHARMACY)

35. Deciding Upon SKU
 Achievement
Many customer purchased according to
this plan

36. Gaps in SBD for all stores
 Objective
List of customers whose gap is between 1 to
20
Target them and fill the gaps
• Task
Data of all channels and north gujarat
regions
SKU, customer wise list
Arranged data
Made new database

37. Gaps in SBD for all stores

38. Gaps in SBD for all stores
 Achievement
Stores were targeted
Many store turn to golden store easily

39. Achievement of STL (Sells
Team Leader)
 Objective
To find out which STL is working
efficiently and what is their gap
 Task
Business tracker as a data
Category, brandform, target and
achievement

40. Achievement of STL (Sells
Team Leader)

41. Achievement of STL (Sells
Team Leader)

42. Achievement of STL (Sells
Team Leader)
 Achievement
Data was useful to STL
DSE was guided
10% approx increase in sells within a
week

43. Hotspot

44. Hotspot
 Objective
Sells increased/decreased
• Task
Data of three regions ahmedabad,rajkot
and kathvada was taken
Four months that is october, november,
december and january of 2014, 2015 and
2016

45. Hotspot
11980476.25
11507794.59
11200000
11300000
11400000
11500000
11600000
11700000
11800000
11900000
12000000
12100000
AHMEDABAD (2014) AHMEDABAD (2015)
S
a
l
e
s
Region
Ahmedabad
Total Sales
4% decrease in sells after hotspot

46. Hotspot
3570316.57
3885261.37
3400000
3450000
3500000
3550000
3600000
3650000
3700000
3750000
3800000
3850000
3900000
3950000
RAJKOT(2014) RAJKOT(2015)
S
a
l
e
s
Region
Rajkot
Total sales
9% increase in sells after hotspot

47. Hotspot
779443.11
3326052.52
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
KATHVADA (2014) KATHVADA(2015)
S
a
l
e
s
Region
Kathvada
Kathvada
327% increase in sells

48. Hotspot

49. Hotspot
 Analysis
Ahmedabad
30% stores increase
26% store sell is same
44% store decrease
Rajkot
48% store increase
3% remains same
49% store decrease

50. Hotspot
Kathvada
95 % store increase
5% store remain same

51. Hotspot
 Suggestion
Dumping of other products in hotspot decreases
sell so timely visit was necessary
Hotspot not in correct place
Inefficient DSE
 Achievement
Timely visit to customers for hotspot
execution
Training of DSE
 Conclusion
Rajkot and kathvada showed good sells
Chances of ahmedabad to grow

52. North Gujarat region sells
analysis
 Objective
Which region is growing fast and which
region has done its business less
• Task
Data of April 2015 to April 2016
Montly business of all regions added

53. Regions Business Done(Rs.)
Ahmedabad Rs. 1,19,83,87,342.74
Rajkot Rs. 24,17,64,009.95
Kathvada Rs. 20,97,47,600.94
Gandhinagar Rs. 10,91,58,203.39
Jamnagar Rs. 9,42,35,801.37
Gandhidham Rs. 9,19,14,044.90
Junagadh Rs. 9,12,22,331.44
Palanpur Rs. 7,59,78,825.28
Bhavnagar Rs. 7,00,22,466.79
SURENDRANAGAR Rs. 6,52,17,022.21
Bhuj Rs. 5,61,47,924.50
Mehsana Rs. 5,37,01,395.34
Himmatnagar Rs. 5,36,15,229.43
Morbi Rs. 4,78,23,430.65
Amreli Rs. 4,17,67,776.39
Veraval Rs. 4,17,45,534.98
Patan Rs. 3,71,87,861.67
Botad Rs. 3,20,16,264.43
Modasa Rs. 2,96,33,661.99
Gondal Rs. 2,95,46,382.82
Kalol Rs. 2,87,69,470.84
Mandvi Rs. 2,80,32,940.51
Idar Rs. 2,75,35,794.00
PORBANDAR Rs. 2,63,26,994.73
Visnagar Rs. 2,55,13,801.66
Dholka Rs. 2,38,83,269.44
RADHANPUR Rs. 2,11,61,699.90
Una Rs. 1,98,78,097.51
Khambhal Rs. 1,91,49,308.06
Keshod Rs. 1,86,55,495.34
Upleta Rs. 1,72,54,371.31
Mahuva Rs. 1,67,27,793.60
Dhangandhra Rs. 1,52,82,321.67
Jetpur Rs. 1,46,81,045.39

54. North Gujarat region sells
analysis
1.6587%
1.5979%
1.5567%
1.4398%
1.3959%
1.2752%
1.2251%
0.7849%
0.7488%0.7137%
0.0000%
0.2000%
0.4000%
0.6000%
0.8000%
1.0000%
1.2000%
1.4000%
1.6000%
1.8000%
B
u
s
i
n
e
s
s
D
o
n
e
(
%
)
Regions
Business Done In Comparison To Ahmedabad
Business Done
Comparison with Ahmadabad, the bottom ten regions

55. North Gujarat region sells
analysis
 Analysis
Region wise analysis was done
Which region has done least business in
which brands was found
More retention of employees
Continuous training not given
Regular meetings not held
Targets not completed in time
Low motivation of employees

56. North Gujarat region sells
analysis
 Suggestions
Rigorous training
One year bond
High targets
Gift vouchers, bonus
Regular meetings
Surprise visit
Device that can find current location

57. North Gujarat region sells
analysis
 Achievement
Training started

58. Trend of various brands of
P&G
 Objective
To find trend of various brand
• Task
Data of four years that is 2012,2013,2014
and 2015
Four months that is june, july, august and
september

59. Trend of various brands of
P&G
54267701.19
33209905.7
42606316.78
19602561.53
0
10000000
20000000
30000000
40000000
50000000
60000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
ARIEL
Net Amount
4908944.73
5591446.1
5883759.05
3135100.84
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
AMBIPURE
Net Amount

60. Trend of various brands of
P&G
80342081.14
60159046.42
74808802.08
34129024.68
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
JUNE JULY AUGUST SEPTEM BER
N
e
t
A
m
o
u
n
t
Months
TIDE
NET AMOUNT
80319002.63
45650574.81
67632865.53
36391543.6
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
GILLETTE
Net Amount

61. Trend of various brands of
P&G
42229500.88
18652472.86
31649609.83
11522034.4
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
45000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
HEAD & SHOULDER
Net Amount
25718309.76
20421825.6
24208905.16
9389561.35
0
5000000
10000000
15000000
20000000
25000000
30000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
PANTENE
Net Amount

62. Trend of various brands of
P&G
59656980.56
32734143.33
55973931.84
37340289.84
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
VICKS
Net Amount
17517172.34
8183736.71
13308265.88
12237479.9
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
ORAL B
Net Amount

63. Trend of various brands of
P&G
25979995.25 25964070.69
38965646.38
17433386.1
0
10000000
20000000
30000000
40000000
50000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
PAMPERS
Net Amount
39317761.83
33706564.32
46239867.75
22670781.92
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
45000000
50000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
WHISPER
Net Amount

64. Trend of various brands of
P&G
7507706.08
7807523.9 7683198.04
4773434.89
0
2000000
4000000
6000000
8000000
10000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t
Months
OLAY
Net Amount
2485147.07
4117336.88
3073266.51
2202885.14
0
1000000
2000000
3000000
4000000
5000000
JUNE JULY AUGUST SEPTEMBER
N
e
t
A
m
o
u
n
t Months
OLD SPICE
Net Amount

65. Trend of various brands of
P&G
 Analysis
Air freshner ,washing powder, vicks, pampers
sells can be increase in monsoon
Demand of Gillette is always high
 Oral B, old spice, whisper, olay sells is always
good
June highest and september lowest over the years
June end of financial year so DSE works
efficiently
2014 shows highest sell
2014 has highest scheme and benefit
Retention of employees was also less on that year

66. Trend of various brands of
P&G
 Suggestion
2014 showed highest sell, so its scheme
and benefit should start again

67. Market analysis of selling of P&G products
against other products.
 Objective
 To find out customer behaviour while selling P&G
products in market and which are the top consumed
products in comparison to P&G products in market and
analysis it
 Target
 To visit the market for three weeks and cover 90 stores
 Strategy
 Questionnaire was prepared and one to one interview
was taken of 90 customers by visiting their stores and
information of 9 brands were taken that is Head and
shoulder, Pantene, Ariel, tide, Olay, pampers, whisper,
ambipure and oral B along with their competitors
scheme and benefits which the customers are getting and
also which is the highest going product in their stores.

68. Market analysis of selling of P&G products
against other products.
 Task
Data of 90 customers were collected
Areas like naranpura, CG road, maninagar,
thaltej, gurukul, bodakdev, shivranjni, jodhpur,
usmanpura were covered
The information was collected category wise.

69. Market analysis of selling of P&G products
against other products.

70. Market analysis of selling of P&G products
against other products.
•20% margin
•640 ml bottle, 3 dove bars
•More demand
•Irregular dispatch
•Variety
•Shampoo with conditioner
•More quantity and low price
•360 degree campaign for dove

71. Market analysis of selling of P&G products
against other products.
 60% margin
 2 kg surfexcel pack gives Rs. 150
 Surf excel matic is cheap
 New advertisements
 Ariel and tide were only sold product in some
stores

72. Market analysis of selling of P&G products
against other products.
 Low price
 Different varieties
 7 days challenge and Rs. 5 crore challenge
 Rated as good quality
 Margin is 20% but high turnover due to
demand

73. Market analysis of selling of P&G products
against other products.
 Threat of competition
 5+1 scheme
 15% margin
 Rs 500 for display

74. Market analysis of selling of P&G products
against other products.
 Stayfree gives additional 4% to 8% discount
 20% margin
 One case, Rs 150
 Sofy 5+1 scheme
 2 case sofy gives 68% benefit
 Rs 300 monthly for display

75. Market analysis of selling of P&G products
against other products.
 Godrej aer
Low price
3+1 scheme
25% margin
• Premium
50% discount
Highest demanded
• High price of ambi pur

76. Market analysis of selling of P&G products
against other products.
 Low price
 50% to 60% margin on medium brush and
70% on expensive brush
 12+1 and 5+1 scheme
 Rs 900 display
 More demand so more turnover
 Good promotions

77. Market analysis of selling of P&G products
against other products.
 Irregular dispatch
 Bill problem
 MRP, expiry date, manufacture date print problem
 Sales man problem
 Schemes and benefits not given to consumer
 Dumping of goods
 Complaints not taken
 PDA showing gaps after orders
 Division of DSE in two categories

78. Market analysis of selling of P&G products
against other products.
 Suggestion
Proper billing
DSE should be same for both categories
• Achievement
Customer approached
Training given