DECLARATION
I, Sahil Sharma (49-MBA-16) hereby declare that the project work on the topic “To Analyze
the Distribution Channel of Promen and Prowomen” completed at Pashan Ventures,
Chandigarh and submitted under the guidance and supervision of Ms. Monika Tufchi (Area
Sales Manager), is my original work carried out by me during the period 3rd June, 2017 to
3rd August, 2017.
The preparation of my project report is based on my personal findings, interaction with the
official employees, customers and secondary sources.
Date: _______________ Sahil Sharma
(49-MBA-16)

ACKNOWLEDGEMENT
I wish to express my gratitude to Pashan Ventures for giving me an opportunity to be a part
of their esteemed organization and enhance my knowledge by granting permission to do
summer training project under their guidance.
I would like to present my vote of thanks to Prof. Alka Sharma, Director, The
Business School, and University Of Jammu who provided me with the opportunity of a life
time to do Summer Training at Pashan Ventures.
I am deeply indebted to Ms. Monika Tufchi (Area Sales Manager) for her valuable
and enlightened guidance. She provided me with the opportunity to learn and spared her
valuable time to help me.
I also express my profound gratitude to the entire team of Pashan Ventures, for
providing a congenial and competitive work environment, which was a stepping stone for the
successful completion of my project.
In the end, I would like to thank my parents, teachers, all my friends and well
wishers whose blessings and love has made it possible for me to successfully complete my
Project. I also owe special thanks to all the respondents whom I approached with my
questionnaire and who took time off their busy schedules to answer them patiently.
Sahil Sharma

PREFACE
As a part of course curriculum of Masters of business administration we were asked to
undergo 8 weeks summer training in Pashan Ventures, so as to give us exposure to practical
management and to get us familiar with various activities taking place in the organization. I
have put my sincere efforts to accomplish my objectives within the stipulated time. Despite
all limitations, obstructs, hurdles and hindrances, I have worked to my optimum potential to
achieve desired goals. Being new in the highly competitive world of business, I came across
some difficulties to make my objective a reality. Anyhow with the kind of help and genuine
interest and the guidance of my supervisor I am presenting this hand carved effort. I tried my
level best to conduct a research to gain a thorough knowledge about the project on topic, “To
analyze the distribution channel of Promen and Prowomen in Chandigarh.”

S.no Table of contents Page no.
1 CHAPTER 1 – INTRODUCTION
2 CHAPTER 2 - REVIEW OF LITERATURE
3 CHAPTER 3 - RESEARCHMETHODOLOGY
4 CHAPTER 4–ANALYSIS AND INTERPRETATION
5 CHAPTER 5 – FINDINGS , SUGGESTIONSAND
CONCLUSION
6 REFRENCESAND BIBLIOGRAPHY

CHAPTER 1
INTRODUCTION
About the company
‘PASHAN VENTURES’ is an FMCG company which deals with the innovative cosmetic
grooming products in the market. Pashan Ventures is a company committed to the vision of
launching innovative grooming cosmetic products for both men and women. The motive of
the company is to develop the products that fulfil an unmet need. The products are high on
quality, reliability, efficacy and market differentiation. PASHAN, though an acronym,
captures the ethos of Pashan Ventures, true to its phonetic equivalent ‘passion’.
It has a basket of eight personal grooming products for both men and women, most of which
are first of their kind products, such as Lip Lightener for both men and women which tackles
the nicotine stains on the lips, Dry Shampoo for women and men with Turbaned hair which
allows quick mid-week waterless cleansing of hair, Elbow-Knee-Knuckle Whitening formula
cream, toilet seat sanitizer for women on the go, etc.
The products are available on almost all the major e-commerce platforms such as Amazon,
Flipkart, Snapdeal, Shopclues, Nykaa, the leading e-commerce site for premium beauty-
wellness products has been issuing purchase orders every month.
Pashan Ventures says: Passion and determination are contagious. People who are passionate
tend to be tireless and 'bursting' with energy as are we. We believe in what we do. It is this
strong internal conviction which gives us the courage to push back existing boundaries and
create innovative products for the unmet needs of the Men/Women’s grooming World.
Passion is the ability par excellence that motivates and inspires us to strive continuously for
innovative ideas for differentiate products delivering both Cosmetic and Therapeutic benefits.
Extreme efforts have been put in not only to evolve therapeutic and high performance
grooming products but also create products that fulfill those desires that are buried deep in
your sub-conscience. We follow all the WHO standards while carrying out the manufacturing

of this high performance. (passion ventures, 2017) Pashan Ventures deals with the innovative
grooming products for both Men and Women.
COMPANY PROFILE
NAME Pashan ventures
ADDRESS: # 968,Industrial Area Phase 2,
Chandigarh 160 022 India
C.E.O Darinder Tayal
PRODUCTS: PROMEN Products:
 Lip Lightener,
 Dry Shampoo,
 Pre-Shave Serum
PROWOMEN Products:
 Lip Lightener undercoat
 Lip Lightener For Smokers
 Advanced whitening Formula (EKK),
 Dry Shampoo,
 Toilet Seat- Sanitizer.
WORKING HOURS 09:00 AM to 06:00 PM
TOTAL WORKERS: 10-12 regular workers
SALES: 25 Lakh annual
COMPANY TAGLINES:
PASSION IN WHAT WE DO!
PASSION IS THE FUEL THAT DRIVES US!
VISION:
Deployment of superior technologies for a better world.
Mission:
To be in top 3 companies by providing systematically analysed and innovative products, high
on quality, reliability and efficacy.
“Our motto is to augment the Alpha Male through technology driven
innovation.”

Passion and determination are contagious. People who are passionate tend to be tireless and
'bursting' with energy as are we. We believe in what we do. It is this strong internal
conviction which gives us the courage to push back existing boundaries and create innovative
products for the unmet needs of the Men/Women’s grooming World.
Passion is the ability par excellence that motivates and inspires us to strive continuously for
innovative ideas for differentiate products delivering both Cosmetic and Therapeutic benefits
Extreme efforts have been put in not only to evolve therapeutic and high performance
grooming products but also create products that fulfill those desires that are buried deep in
your sub-conscience.
Carefully controlled and monitored manufacturing processes ensure that nothing but the best
reaches you.
We follow all the WHO standards while carrying out the manufacturing of this high
performance. (passion ventures, 2017)
Pashan Ventures deals with the innovative grooming products for both Men and Women.
Distribution channel:
Distribution channel is defined as a path or the way through which the finished product travel
from the manufacturer or vendor to the end consumers. A distribution channel may be short
so that a company can utilize the resources in best possible way and spend less in transferring
the goods to the end users. There are several intermediaries in the distribution channel like
distributors, wholesaler, dealers, and retailers through which the product passes before going
to the users of that product
Types of distribution channel:-
 Direct distribution channel: - it consists of.
Manufacturer Consumers

 1-tier distribution channel: - it consists of.
Manufacturer Distributors Consumers
 2- tier distribution channel:- it consists of
Manufacturer Distributor Retail Consumer
 3-tier distribution channel: - it consists of.
Manufacturer Distributor Wholesalers Retailer s Consumers
Distributors Of PashanVentures:
Pashan ventures in some cases follow the tier-1 distribution system and in some cases follow
tier-2 distribution system. Pashan ventures have placed its products with Headmasters saloon
where there is no distributor involved. The products are directly dispatched from the pashan
ventures’ manufacturing unit and directly delivered to the Headmasters saloon. Where as in
other stores distributor is involved between the manufacturing unit and the retailers and then
the products are delivered to the final customers.
DISTRIBUTORS
SALOONS
Mr. Rakesh
Mannon
RETAILERS
Mr.
Chandermohan

Functions of Distribution channel:
It’s not enough to produce or make goods or services because it isn't a given that they will get
to the end user. Products and services don’t usually get to the end user directly, especially
when the end user is a consumer. Distribution channels are usually the vehicle that transfers
goods from producers to consumers.
Breaking Bulk
In the pursuit of efficiency, manufacturers often produce large quantities at a time, but
consumers usually buy only a few or even one product. Distribution channels, such as retail
store chains, can sell smaller quantities, even though the producer made thousands.
Something similar occurs higher up the distribution chain. Relative to the amount produced,
retailers can only buy small amounts of the various products they sell. So, wholesalers act as
agents between manufacturers and retailers.
Consolidation and Distribution
Consumers often prefer to buy a wide variety of consumer goods at one time and place.
Retail stores enable consumers to do just that because they stock and display a great number
of different products. Up the distribution channel chain, wholesalers can accumulate large
amounts of many different products from different manufacturers and efficiently deliver
many products to many retailers. This lowers carrying and transportation costs.
Facilitating Functions
Distribution channels offer a variety of services that ease and enhance selling and buying
goods. They offer credit to customers and accept returned merchandise. They also advertise
and promote products through special displays, sales prices and inclusion in ads and fliers.
Depending on the product, distribution channels service the products they sell. This includes
maintenance and repair services, and they often are trained and supported by the
manufacturer. Distribution channels may even add value to products before distributing the
customers.
Customer Relationships
Consumers often trust distribution channels more than they do manufacturers. They expect
these channels to provide objective information about products and originating companies.
Distribution channels communicate with customers and perform transaction functions. They

also provide marketing and sales support assistance. Because they are closer to customers and
end users, they can provide manufacturers with a wealth of information on customer
preferences. This can include consumer likes and dislikes and price sensibility.
Types of Channel Intermediaries.
There are many types of intermediaries such as wholesalers, agents,retailers, the Internet,
overseas distributors, direct marketing (from manufacturer to user without an intermediary),
and many others. The main modes of distribution will be looked at in more detail.
1. Channel Intermediaries - Wholesalers
They break down 'bulk' into smaller packages for resale by a retailer. They buy from
producers and resell to retailers. They take ownership or 'title' to goods whereas agents do not
They provide storage facilities. For example, cheese manufacturers seldom wait for their
product to mature. They sell on to a wholesaler that will store it and eventually resell to a
retailer. Wholesalers offer reduce the physical contact cost between the producer and
consumer e.g. customer service costs, or sales force costs. A wholesaler will often take on the
some of the marketing responsibilities. Many produce their own brochures and use their own
telesales operations.
2. Channel Intermediaries - Agents
Agents are mainly used in international markets. An agent will typically secure an order for a
producer and will take a commission. They do not tend to take title to the goods. This means
that capital is not tied up in goods. However, a 'stockist agent' will hold consignment stock
(i.e. will store the stock, but the title will remain with the producer. This approach is used
where goods need to get into a market soon after the order is placed e.g. foodstuffs). Agents
can be very expensive to train. They are difficult to keep control of due to the physical
distances involved. They are difficult to motivate.
3. Channel Intermediaries - Retailers
Retailers will have a much stronger personal relationship with the consumer. The retailer will
hold several other brands and products. A consumer will expect to be exposed to many
products. Retailers will often offer credit to the customer e.g. electrical wholesalers, or travel
agents.Products and services are promoted and merchandised by the retailer. The retailer will

give the final selling price to the product. Retailers often have a strong 'brand' themselves
e.g. Ross and Wall-Mart in the USA, and Alisuper, Modelo, and Jumbo in Portugal.
4. Channel Intermediaries - Internet
The Internet has a geographically disperse market. The main benefit of the Internet is that
niche products reach a wider audience e.g. Scottish Salmon direct from an Inverness fishery.
There are low barriers low barriers to entry as set up costs are low. Use e-commerce
technology (for payment, shopping software, etc) There is a paradigm shift in commerce and
consumption which benefits distribution via the Internet.
The Internet in the Distribution Channel
By using the Internet, even small firms with limited resources can enjoy some of the same
competitive advantages as their largest competitors in making their products available to
customers internationally at low cost. E-commerce can result in radical changes in
distribution strategies. Today most goods are mass-produced, and in most cases end users do
not obtain products directly from manufacturers. With the Internet, however, the need for
intermediaries and much of what has been assumed about the need and benefits of channels
will change. In the future, channel intermediaries that physically handle the product may
become largely obsolete. Many traditional intermediaries are already being eliminated as
companies question the value added by layers in the distribution channel. This removal of
intermediaries is termed disintermediation, the elimination of some layers of the distribution
channel in order to cut costs and improve the efficiency of the channel.

Meaning of grooming-
Grooming refers to the things that people do to keep themselves clean and make their face,
hair, and skin look nice. Personal grooming is the art of cleaning, grooming, and maintaining
parts of the body. It is a species-typical behaviour. (Wikipedia contributors, 31 july 2017)
Looks matter a lot in many situations. If we look good, we feel good. Every person wants to
look his best. Physical appearance does affect your overall personality. Those who are
fortunate to be born beautiful or handsome have an edge over others in their public dealings.
People all over the world spend millions of dollars to look good. They undergo plastic
surgery, visit the beauty parlour regularly and undergo herbal treatments to improve their
physical appearance. Why so?
Why One Needs to Look Good?
 To impress people in social situations.
 To look one’s best in work place, where one deals with the public. For example, film
stars have to look gorgeous and handsome.
 One feels good if one looks good.
 A physically attractive person attracts a lot of people.

 it helps in building up relationships. A handsome boy attracts a lot of girls. Similarly,
even girls, who are beautiful, are much sought after.
 It boosts self-confidence and self-esteem. One feels very reassured when other people
admire them and prefer to associate with them as they find them very attractive. In
certain professions looks make a lot of difference. A model has to look his or her best.
A good looking salesperson can get noticed quickly.
 A pleasing face is nice to look at. People like to relax in the presence of beautiful
things. A pleasant face can relax the mind. Those with an aesthetic sense like to
admire beautiful people and things.
 An attractive physical appearance enhances personality. It is an added advantage.
 A physically attractive person, who is well-groomed, can impress upon people. A
handsome politician can draw the attention of the masses, although, of course, he also
has to be man of substance.
Every person desires to look good. He or she spends a lot of time trying to look his or her
best. One is expected to be well-groomed. Even otherwise, a well groomed person is received
well by his peer group members. Society also looks up to a person whose appearance is
presentable. (SHUKLA, SEPTEMBER 19, 2009)
PRODUCT DETAILS OF PASHAN VENTURES
 PRODUCTS FOR MEN:
1. Lip balm for smokers: Dark lips
The primary purpose of lip balm is to provide an occlusive layer on the lip surface to seal
moisture and protect them from external exposure.
People usually do not pay much attention to take extra care of their lips. Many people still
hold a belief that frequent licking of lips would be sufficient enough to moisturize and protect
their lips. But they have never thought of once, that this leads to an additional damage to their
lips.
Very few would know that lips lacks sweat glands and sebaceous glands so constant care is
required throughout all seasons
A revolutionary product of its kind that prevent and treat dark lips.Visible results are evident
a within 4 weeks of application. A multi-action formula to:
 Heals dry chapped lips

 Extreme moisturization with no greasy feel
 Lightens dark pigmented lips
 Smells great!
 Removes/peels dead skin cells
Non Smokers: A coffee/lime flavored lip balm that helps lighten hyper pigmented lips. Its
powerful antioxidants help lighten dark lips as a result of excessive tea/coffee drinking habits,
constant biting and licking of lips, prolonged exposure to harmful sun rays, deficiency
diseases ( thought the nutritional deficiencies need to be balanced with the doctor’s advice
simultaneously), harmful chemicals or lack of proper lip care. A non-greasy and non-sticky
formula that gives dual benefits of moisturizing and treating dry lips along with total
protection and lightening dark lips. (promen, 2017)

2. Promen Anti Aging Cream
Global research has established that male skin ages
differently from the female skin.
While initially the male skin ages at a slower rate, the ageing
process is much faster than females once the signs of ageing
start to set in. Then the damage to the skin becomes
significantly more visible.
Research has also found that ageing is accentuated in the
men who shave. This is caused by the possible stripping
away of the layers of protective skin that help to retain
moisture every time shaving takes place.
What it is:
A break-through anti-ageing cream that delivers visible
results while enhancing skin vitality and radiance. US
patented Technology assures 3D decrease in wrinkles by
31% up to 100%. Unique formula that works even on the
deep wrinkles.
The blend boosts the 6 skin rebuilding essentials to give you a younger, smoother, radiant,
even toned skin. (promen, 2017)
3. Dry Shampoo
The Sikh religion requires men to have long hair which is covered by a
turban. Sikh Men are prone to hair issues predominantly bad odour and
discomfort because of sweating and excessive oil secretions in the tightly
tied hair under the turban in hot weather conditions. Research has
indicated that washing of the hair, being a time consuming process, is
only being done once a week in most cases. Promen Dry Shampoo for
Turbaned Hair is a specialized, quick MID-WEEK CLEANSING solution
 Dry shampoo absorbs excess oil and sebaceous secretions,
revitalizing your hair in seconds.
 No need to worry about the bad odor and greasy feeling in the
middle of the week.

 Pleasant aroma gives you comfort and renewed confidence.
 Instant Water free MID-WEEK Cleansing without drying the scalp. (promen, 2017)
4. Promen Pre Shave Serum
Shaving- is a daily ritual for most men yet it may damage and remove up to two layers of
skin in the process. It is therefore imperative to prepare in order to protect the skin and
experience a better shave.
On an average, a man shaves approximately 20,000 times throughout his lifetime. If an
average shave takes 10 minutes, it would mean that men spend the equivalent of 140 days or
5 months shaving!
But, are we doing it correctly?
What it is:
Our Pre Shave serum is the perfect way to start your shave. Designed by our team of
researchers and dermatologists, we have created the ultimate product to prepare your skin and
beard for an exceptional shaving experience. Carefully chosen fine ingredients lubricate and
moisturize; giving you a closer shave. You will find your shave smoother, more comfortable
and your skin less irritated than ever before.
We are positive you will notice the pleasant difference this lightweight serum makes to your
shaving routine.
Promen pre-shave serum
softens the stubble as well
as tones and protects the
skin while preparing it for a
perfect shave. Olive and
grape seed oils, helps
purifies and tones while
ginger its acts as an
antiseptic and repairs skin
damage, refreshes and
revitalizes.

What it is formulated to do: Non clogging, 100% natural, non-sticky, light, easily absorbing
formula to give your skin an added layer of protection prior to shaving foam or cream lather.
Its natural blend prepares, moisturizes and protects your skin from razor burns and cuts. You
get a closer, smoother and less irritating shaving experience. Regular use of this serum helps
in cell renewal and restructuring of the Epithelial (upper) layer of the skin. Now start your
day with a firm and visibly clean skin!
What is the formula without:
 Harmful Parabens,
 Artificial Fragrance. (promen, 2017)
 PRODUCTS FOR WOMEN
1. Prowomen Lip Lightener For Smoker
Beautiful lips are among the first to get noticed and today's woman needs to take extra care of
her lips. The primary purpose of this lip lightener is to lighten lip darkening helping restoring
your lovely 'natural' lip tone. First of its kind product in India to lighten nicotine/ tobacco
stained lips, you get visible results within 4-6 weeks of regular application. The
Revolutionary Pro-women Lip Lightener has a Dual Action:
 It Lightens Lips darkened by smoking
 Protects the Lips from further damage, while leaving a pleasant coffee flavor.
Its unique stainless steel roller ball applicator ensures that hygiene is maintained, there is no
wastage and you get more than 600 applications thereby making it extremely inexpensive! If
you are a Lipstick user then, this revolutionary product provides a protective layer on the lip
surface that acts like a 'primer' before application of any lipstick/ lip color thereby protecting
the lips from any unfavourable effect of the chemicals in the lip color along with smoking
too. Just like a primer to paint Prowomen Lip Lightener provides a base on which your
expensive lipstick looks better, lasts longer and is consumed less.
 Lightens Nicotine/Tobacco stains
 Provides protective shield (applied before you smoke)
 Coffee flavored
 Gives additional confidence by retrieving natural lip color
 Prevents further darkening of lips

 Works as a lipstick undercoat
 Provides intense moisturization
 Dermatologically tested, hence proven to be safe
Legal Disclaimer:
Dermatologically tested, hence proven to be safe. (prowomen, 2017)

2. Prowomen Lip Lightner & Non - Tinted Protective Lipstick Undercoat:
The primary purpose of lip balm is to provide an occlusive layer on the lip surface to seal
moisture and protect them from external exposure.
People usually do not pay much attention to take extra care of their lips. Many people still
hold a belief that frequent licking of lips would be sufficient enough to moisturize and protect
their lips. But they have never thought of once, that this leads to an additional damage to their
lips.
Very few would know that lips lacks sweat glands and sebaceous glands so constant care is
required throughout all seasons
A revolutionary product of its kind that prevents and treat dark lips. Visible results are evident
a within 4 weeks of application. A multi-action formula to:
 Heals dry chapped lips
 Extreme moisturization with no greasy feel
 Lightens dark pigmented lips
 Smells great!
 Removes/peels dead skin cells. (prowomen, 2017)

3. Ekk (Elbow, Knee, Knuckle) Cream
Dark elbows, knees and knuckles are the body areas that we become most conscious of as we
wear sleeveless, sarees or skirts. Besides Melanin, the regular rubbing of these parts with
various surfaces causes dead cell accumulation
and hence further darkening. The problem at
elbows/knees/knuckles is different from the skin
on rest of the body.
Finally, there is a specialized solution for getting
an even skin tone in these areas. Prowomen, the
research based innovative cosmetics brand,
introduces EKK (Elbow, Knee, Knuckle). EKK's
advanced whitening formula contains a complex
plant derived ingredient which is scientifically
proven to be several times more effective and safe
than the ingredients used in many of the popular
whitening creams.
In-house trials saw visible results within just 4 weeks of application. So now, use EKK, wear
what you like, go out with renewed confidence and be the center of attraction.
Important Features:
 Lightens Rougher Tougher areas of your body viz (Elbow, Knee, and Knuckle).
 Can be safely used to lighten other areas such as Armpit, Groin, Buttocks, Breast
and Bikini Line.
 Regular use would prevent re-darkening.
 Suitable for both Men and Women.
 Visible results within just 4 weeks of usage. (prowomen, 2017)

4. Prowomen Toilet Seat Sanitizer
Small Enough to carry Big Enough to Last.
Your assurance for 99.99% instant germ free protection and a floral fragrant
environment. Rest Assured also easily sanitizes frequently touched parts like
faucets/handles/taps/flush knobs in public toilets. Get assured protection in
public toilets from toilet borne diseases like diarrhea & Urinary Tract
Infections & Gastroenteritis.
 Your assurance for 99.99% instant germ free protection and a floral
fragrant environment
 Keep your baby safe, sanitizes the nappy changing board
 Easily sanitizes frequently touched parts like
faucets/handles/taps/flush knobs in public toilets. (prowomen, 2017)
5. Prowomen Dry Shampoo
Many Dermatologists and Hairstylist supports, that washing your hair too much can strip
away healthy oils and lead to dry, damaged locks. So what’s a women to do
when her sexy, lived-in hair has turned up limped and lifeless?
We are having an instant solution that not only soaks up excess oil &
cleanses your hair but also leaves you smelling fresh in seconds.
So be it is an unplanned meeting or a date look instantly beautiful with our
waterfree cleansing and above all always carry a renewed confidence.
 Pro-women Dry Shampoo is a product that can help stretch the time
between washes.
 It is especially meant for those who want instant voluminous
bouncy hair and water free cleansing at a go.
 Soaks up excess oil & cleanse your hair but also leaves you
smelling fresh in seconds. (prowomen, 2017)

STRENGTH
Innovative products
Less competition in the
market
Efficacy of products
WEAKNESS
Low capital
Least advertisement in
the market
Low Brand awareness
No Celebrity endorsement
OPPOURTUNITY
There is vast potential of
sales in metro segments
like Big Bazaar, Vishal
mega mart and Godfrey
Phillips.
Company can create
monopoly in the market.
THREATS
Branded cosmetic
companies like Loreal,
tresemmme, Biotioque
and Chamborcan enter to
this segment.
SWOT ANALYSIS OF PASHAN VENTURES
STRENGTHS
 Innovative products: Products offered by the pashan ventures are very innovative
and unique. They introduce products for men and women according to their need and
wants. They introduce lip lightener for smokers which is a very new and unique
concept. In this way the innovative products are the strength of pashan ventures.
 Less competition in the market: Competition in the market is very less
due to its new and innovative products. Therefore it is strength for the company.
 Efficacy of products: The Company has ability to produce desired or intended
products. It is also strength of the company.

WEAKNESSES
 Low capital: The Company has limited resources and there is a low capital
investment. Due to the shortage and lack of funds company cannot afford
advertisement and it is the weakness of the company.
 Least advertisement in the market: The Company has a limited resources and
therefore funds are not sufficient for advertisement.
 Low Brand awareness: There is low brand awareness among people. They don’t
know about the company. In this way it is weakness for the company.
 No Celebrity endorsement: There is no celebrity endorsement of products which is
also a weakness for company.
OPPORTUNITES
 Potential of sales: There is vast potential of sales in metro segments like Big Bazaar,
Vishal mega mart and Godfrey Phillips. Hence it is a big opportunity for the company.
 Monopoly: Company can create monopoly in the market due to its innovative and
unique products.
THREATS
New competitors enter into the market: Branded cosmetic companies like Loreal,
TRESemmme, Biotioque and Chamborcan enter to this segment. In this way they may create
a threat for the company

CHAPTER 2
LITERATUREREVIEW
Elavo- a toilet seat sanitizer in India, 2012: The case discusses a newly launched product in
India, Elavo- a toilet seat sanitizer. Toilet seat sanitizers were relatively new product category
in India, where public toilets were known to be most dirty, unhygienic and foul smelling. The
case discusses the marketing and distribution strategies of Amra Remedies Ltd,- producer of
elavo. It provides enough scope to discuss and explore the need for and successful launch of a
new product categories in India and other similar countries.
The word Elavo comes from Latin word means ‘wash out’ or ‘clean’ or ‘wash clean’. It was
available in three fragnances Clinica, Freska and Limee, with maximum retail price of Rs. 99
can bottle. The size of the bottle was made to easily carry and use. It claimed to make the
seats clean and germ-free within 5 seconds with 99.9% protection against diseases.
Batiste Dry Shampoo: Batiste Dry Shampoo is the market leader in the dry shampoo
category products with 80 % share in the market. Even so, this represents a 5 % penetration
of the total shampoo market available in the market. The company wanted to take it to the
masses, but had to break number of barriers- low awareness and lack of confidence. Its
tagline was ‘Try it Dry’, join the 2.5 million women and gave potential users to try it once
with confidence.
Pentene Dry Shampoo: Pentene Dry Shampoo has a formula made with natural tapioca to
absorb oil and instantly refresh hair without washing. Perfect for days you can’t wash but you
want refreshed hair. This will remove oils to renew your style.
Use on days you can’t wash or anytime you just want a hair refresher. It keeps beautiful hair
looking beautiful even without a wash. It has formula with natural tapioca that absorbs oil
and leaves hair refreshed. Use in between and washes to give hair a clean, refreshed feel. It is
Allergy-tested. Clean & Fresh Dry Shampoo cleanses and removes oil, refreshing style
without washing. It cleanses, removes oil, & refreshes style.

CHAPTER 3
RESEARCHMETHODOLOGY
OBJECTIVES
The objectives of the study are as follows:
 To find distributors within Chandigarh for sale of promen and prowomen products
 To analyze the distribution channel within Chandigarh for promen and prowomen
 To create awareness of the products for retail purpose
 To create saloons as a retailer for promen and prowomen products
It includes the response of Promen and Prowomen from retailers and saloon owners
WORK AT RETAIL OUTLETS:
1) To convince them to deal with all our products.
2) To convince salons to use and promote our product.
3) To check the availability of products.
4) To know the current stock of Promen and Prowomen products.
5) To do sales promotions.
DATA COLLECTION TECHNIQUE:
1) Interaction with retailers and saloon owners.
2) Interaction with distributors
3) Observation.
RESEARCH INSTRUMENT:
 Direct contacts with retailers and salon owners.

SAMPLING PLAN:
Sample size  32 retailers, 32 saloons
Sampling Method  Simple Random
Sampling Area  Chandigarh – Tricity
PURPOSE
The purpose of this study was to analyze the distribution channel for promen and prowomen
in the Chandigarh market.
METHODOLOGY:
STEP 1: Prospecting customers
Prospecting is finding and qualifying potential customers. Qualifying is the process of
determining whether a potential customer has a need or want that the company can fulfill, and
whether the potential client can afford the product.
STEP 2: Preparation
Preparation involves preparing for the initial contact with a potential customer. We will need
to collect and study relevant information, such as product descriptions, prices, and competitor
information. We will also need to develop initial sales presentation.
STEP 3: Approach
Approach involves the face-to-face interaction. we will have to find the potential customer.
In the premium approach, we give our prospect a gift at the beginning of the interaction. It
may be a pen or company calendar. We also use the product approach, in which we give the
prospect a sample to review. The idea behind all of these approaches is to get the prospect
involved in the interaction quickly.

STEP 4: Presentation
We listen the needs and wants of the potential customer and demonstrating how our product
can meet those needs and wants.
STEP 5: Handling objections
Handling objections is an important part of the process. Objections can be useful because
they tell us how we can improve our product.
STEP 6: Closing
Closing involves identifying closing signals from the prospect that indicate it's decision time.
There are different approaches to closing. In closing we offer something extra to get the
buyer to agree, such as a discount or a free product by purchasing 12 products.
STEP 7: Follow Up
Follow-up is building a long-term relationship with our customer for purposes of repeat sales.
For example, we make contact with the customer sometime after the sale and make sure the
product was received and is in good condition. Again, the idea is not to sell at this stage, but
to create a solid relationship for future sales.

LIMITATIONS
The limitations of the project is as follows –
 The study was conducted in Chandigarh, Mohali and Panchkula only, but entire
region couldn’t be covered due to lack of transportation within sectors.
 Some of the respondents could not give their proper response due to lack of time
which may affect the reliability and relevance of the study
 It might also be so that some respondents were not motivated enough to respond
properly although full attempt was made to keep it as unbiased as possible.
 The duration of the project was short, so the scope of more in-depth evaluation was
not possible
 Some of the respondents didn’t give exact answers related to some questions.
 Some respondents were unwilling to answer due to unawareness about the company
and unique products

CHAPTER 4
DATAANALYSIS & INTERPRETATION
Source: Data collected through personal visitand interview withthe retailers.
Total retailers visited:32 Area: Chandigarh-Tricity
TSS DS
Men
DS
Women
LL
Smoking
Men
LL
Smoking
Women
LL
Women
Pre-
Shave
Serum
EKK
1 Rlcr Y Y Y Y Y Y Y N
2 Halt N N N Y Y Y N N
3 Halt Elante N N N Y Y Y N N
4 Kenchuki Y N N Y Y Y N N
5 Urban Theka Y Y Y N N N N N
6 Golf Club Y Y Y Y Y Y Y N
7 Golf Range Y N N Y Y Y N N
8 Sachdeva Y N Y N N N N N
9 9-To-9 Y N N Y Y Y N N
10 Patiala
Pharmacy
Y N N Y Y Y Y N

11 Gian Chand Y Y N Y Y Y Y N
12 Anil & Co Y N N Y Y Y Y N
13 Paul Store Y N Y Y Y Y Y N
14 Fields Y N Y Y Y Y Y N
15 Essbee
Medicos
Y N N Y Y Y N N
16 Bharat MS Y N Y Y Y Y N N
17 Gupta
Medicos
Y N Y Y Y Y N N
18 Empire Store Y Y Y Y Y Y Y N
19 Eiridescent N N Y N N Y Y N
20 Headmasters Y Y Y Y Y Y Y Y
21 Lee Elegance N Y Y Y Y Y Y N
22 Empire Store
Panchkula
Y Y Y Y Y Y Y N
23 Singh turban
house
Y Y N N N N N N
24 Retail Star Y N N N N N N N
25 Hardeep
turban shop
Y Y N N N N N N
26 Chaurasia
Store
N N N Y Y Y N N

27 Gurunanak
medicos
Y Y Y Y Y Y N N
28 Medico
pharma
Y Y Y Y Y Y N N
29 All well
medicos
Y Y Y Y Y Y N N
30 Medicine
corner
Y N N Y Y Y Y Y
31 Veekay
Retail Store
N N N Y Y Y N N
32 IDEA
STORE
Y Y Y Y Y Y Y N
INTERPRETATION
PRODUCT TOTAL
STORES
STORE
SELLING
PERCENTAGE
1 TSS 32 26 81.25%
2 DS Men 32 13 40.625%
3 DS Women 32 17 53%
4 LL Smoking
Men
32 26 81.25%
5 LL Smoking
Women
32 26 81.25%
6 LL Women 32 26 81.25%
7 Pre-Shave
Serum
32 14 43.75%
8 EKK 32 2 6.25%

Source: Data collected through personal visit and interview withthe salons.
Total salons visited:32 Area: Chandigarh-Tricity
TSS DS
Men
DS
Women
LL
Smoking
Men
LL
Smoking
Women
LL
Women
Pre-
Shave
Serum
EKK
1 Affinity express N N N N N N N N
2 Tress Lounge N N N N N N Y N
3 Layer-x salon N N N N N N N N
4 Tillies N N N N N N N N
5 Hair story N N Y N Y Y Y N
6 Blush Style N N N N N N N N
7 Head Masters N N N N N Y Y N
8 Ali Midaas N N Y N N N Y N
9 Iris saloon N N N N N N N N
10 Radiant
Lounge
N N N N N Y Y N
11 Studio Strands N N N N N N N N
12 Tress lounge N N N N N N Y N

13 The colorist N N N N N N Y N
14 X-Lounge N N N N N N Y N
15 Rituals lounge N N N N N N Y N
16 Blue terra Spa N N N N N Y Y N
17 Azzaro unisex
salon
N N N N N Y Y N
18 Hair raiserz N N N Y N Y Y N
19 Eiridescent N N N N N Y Y N
20 Headmasters Y Y Y Y Y Y Y Y
21 Lee Elegance Y Y Y Y Y Y Y Y
22 FEMINA
PLUS
N N N N N N N N
23 Midaas Ali N N N N N N Y N
24 HOLLYWOOD
HAIR
DRESSER
N N N N N Y Y N
25 TOP STYLE N N N N N Y Y N
26 TASCANY
SALON
N N N N N Y Y N
27 ELITE SALON N N N N N Y Y N
28 AFFINITY N N N N N Y Y N

29 HABIBS Y Y Y Y Y Y Y Y
30 HAIR AND
SCISORS
N N N N N Y Y N
31 LOOKS
SALON
N N N N N N N N
32 TRESS
LOUNGE
N N N N N N Y N
INTERPRETATION
PRODUCT TOTAL
STORES
STORE
SELLING
PERCENTAGE
1 TSS 32 3 9.375%
2 DS Men 32 3 9.375%
3 DS Women 32 5 15.625%
4 LL Smoking
Men
32 4 12.5%
5 LL Smoking
Women
32 4 12.5%
6 LL Women 32 17 53.125%
7 Pre-Shave
Serum
32 25 78.125%
8 EKK 32 3 9.375%
Pre shave serum is ordered most by the salons with the percentage of 78.125 and lip –
lightner for women is ordered 53.125%.

SALES PROMOTIONAT SUPERMARKETS& STORES
We visit various stores and supermarkets for the promotion or to increase sales. We visit
RLCR Supermarket, Idea supermarket, Sachdeva’s store, Halt 35, Halt ELANTE, Empire
sector 17,Empire store Panchkula, Urban Thekaelante, Preet-Medicose 35 and 9 to 9 store.
We used to go to the stores in the evening to sell. we provide information to visitors about our
product and encourage them to buy our product at once. We also give samples to potential
customers. We demonstrate our products and also tell them how to use and why it is essential
for them, so they understand the need of the product and buy products in near future also.
RLCR Supermarket sector 7: We visit the RLCR Supermarket to increase the sales of our
products because the products are new and customers don’t know about our products. We go
there to aware our customers so that they know the usefulness of the products and buy them
according to their needs. We generally visit all the stores at evening 4 P.M. to 8P.M every day.
In this store the demand of toilet seat sanitizer, Dry shampoo for women and EKK cream is
increases. We sold many units of these products, and we aware many customers who visit
there about our product.
Before Promotion the Sales of store are normally 5-6 units per day, and after promotion the
sales continuously increases up to 12-15 units per day. These are shown in the following chart
and table:
Products Sales before Promotion
Units/per day
Sales after Promotion
Units/ per day
Toilet seat-sanitizer 0-3 3-10
Dry shampoo for women 0-1 1-3
EKK Cream 0-2 1-2

INTERPRETATION: The data shows that the sales in RLCR Supermarket increases rapidly
after the promotion. Sales of toilet seat sanitizer increases 3 units per day to 8-9 units per day.
Sales of Dry shampoo increase 0-1 units per day to 2-3 units per day and so on.
Idea supermarket sector 7: We visit Idea Supermarket to increase the sales and also for the
promotion of our new and innovative products. In this the demand of toilet seat sanitizer is
increased and we also aware customers about our others products and tell them the benefit of
these products.
0 2 4 6 8 10
SALES OF RLCR SUPERMARKET BEFORE
PROMOTION
SALES IN RLCR SUPERMARKET AFTER
PROMOTION
EKK
Dry shampoo
TSS
Products Sales before promotion
Units/ per day
Sales after promotion
Units/per day
Toilet seat-sanitizer 0-1 1-4
Lipstickundercoat 0 1-2
Dry shampoo for men 0 1-3

INTERPRETATION: The data shows that the sales in idea supermarket increases after
promoting the products. There is no sale or we can say that zero sale of lipstick undercoat and
dry shampoo for men but after the promotion sales increases from zero to 2-3 units per day.
Sachdeva’s store sector 8: Sachdeva’s store is a cosmetic store. Its location is very good and
many rich persons are living here. We visit Sachdeva’s store for increasing sales. We go there
and target customers and tell them the benefit of products. Sale of toilet seat sanitizer and
lipstick undercoat is increases in this store. Customers who visit this store is very gentle and
polite and they give us very good response.
0 1 2 3 4 5
SALES IN IDEA SUPERMARKET
BEFORE PROMOTION
SALES IN IDEA SUPERMARKET
AFTER PROMOTION
Dry shampoo for men
Lipstick undercoat
TSS
Units/per day
Units/per day
TSS 0-2 2-5
Lipstick undercoat 0-2 2-6
Lip lightener for women 0-3 3-7

INTERPRETATION: The data shows that the sales in sachdeva’s increases after the
promotion. Sale of lip lightener for women increases from three units to seven units per day
and so on.
Halt 35, Halt ELANTE- Halt 35, Halt ELANTE is a new store created by us. Before that
these products are not sold at these stores. There is separate section for men and women. In
men’s section we provide lip lightener for smokers and pre-shave serum and in women’s
section we provide lipstick undercoat and EKK (elbow, knee and knuckle). Sales of these
products are increasing rapidly.
Units/per day
Units/per day
Lip lightener for smokers
men
3-6 6-12
Pre shave serum 0-2 2-6
EKK 0-1 1-3
0 2 4 6 8
SALES IN SACHDEVA'S STORE
BEFORE PROMOTION
SALES IN SACHDEVA'S STORE
AFTER PROMOTION
Lip lightener for women
lipstick undercoat
Dry shampoo for women
TSS

INTERPRETATION- The above data shows that the sales in HALT stores increases after
promotion. Sale of lip lightener for smokers is increases from six to twelve units. Before
promotion the sale of pre shave serum is very low but after that it increases from two units to
six units.
Empire sector 17,Empire store Panchkula-It is a departmental store. There are many
products like cosmetic, food & beverage etc. it is a very good place for selling because there
is huge footfall. It is located in sector 17 and its other branch in Panchkula. In this store outlet
we provide our all range of products. Sales in this departmental store increases after
promotion.
Products Sales in empire stores before
promotion
Units/per day
Sales in empire stores after
promotion
Units/per day
TSS 1-3 3-8
EKK 0-1 1-4
0 2 4 6 8 10 12 14
SALES IN HALT STORES BEFORE
PROMOTION
SALES IN HALT STORES AFTER
PROMOTION
EKK
Lipstick undercoat
Pre-shave serum

Dry shampoo for men 0-1 1-3
Pre-shave serum 0-2 2-3
(men)
1-2 2-4
Lip lightener for
smokers(women)
1-3 3-4
INTERPRETATION: The above data tells us that the sales in Empire stores increases. In
this store all products are available and their sale is also good but after promoting the
products the sales are increasing rapidly. Sale of toilet seat sanitizer increases the most.
Overall sale of all the products are increasing.
Urban Theka Elante: Urban Theka is a cultural store. Most of the Punjabi families visit in
this store. It is a very good place to sell our product dry shampoo for men and women
because most of the visitors are those who wear a turban. We promote three products in this
store these are Dry shampoo for men, Dry shampoo for women and Toilet seat sanitizer.
0 2 4 6 8 10
SALES IN EMPIRE STORES
BEFORE PROMOTION
SALES IN EMPIRE STORES
AFTERPROMOTION
Lipstick undercoat
Lip lightener for
smokers(women)
Lip lightener for smokers (men)
Pre-shave serum
Dry shampoo for men
EKK
TSS

Products Sales in urban Theka before
promotion
Units/per day
Sales in urban Theka after
promotion
Units/per day
TSS 1-2 2-5
Dry shampoo for men 0-1 2-5
Dry shampoo forwomen 1-2 1-4
INTERPRETATION: The above data shows that the sales in Urban ThekaElante after
promotion and before promotion. Before promotion the sales are five to six units per day
which are very few but after promoting the products the sales are increasing from 12-18 units
per day. In this store the demand for the Dry shampoo increases.
0 1 2 3 4 5 6
SALES IN URBAN THEKA ELANTE
BEFORE PROMOTION
SALES IN URBAN THEKA ELANTE
AFTER PROMOTION
Dry shampoo for men
TSS

CHAPTER 6
CONCLUSIONSAND SUGGESTIONS
FINDINGS
 To establish a new FMCG in the market, good relationships with the distributors and the
retailers is a pre-requisite.
 More investment in marketing plan is needed to make a company grow initially.
 Many retailers are loyal to their previous brands and are reluctant to shift
 Strong relationship is needed for the organization to grow even if the product provided is
unique.
 Respondents prefer branded products over cheap product so creating a brand image is
more important.
 Many respondents want to try new things but due to low margins and less schemes they
deny to shift.
 Pre-shave serum is a monopoly product that is why most saloons are willing to buy
CONCLUSION
 Pre shave serum is ordered most by the salons with the percentage of 78.125 and lip –
lightener for women is second most ordered product with 53.125%.
 Pre-shave serum is a monopoly product that is why most saloons are willing to buy.
 TSS, EKK and dry shampoo for men is the least ordered product in saloons.

 Retailers prefer to buy more TSS and LL for both men and women than other products.
 I also conclude that the company has limited resources and they can’t afford
advertisement expenses
SUGGESTIONS
 Company must invest more in marketing of the products and create awareness.
 Company should provide more margins and schemes to retailers
 Improve the distribution channel and provide the products to retailers on time decreasing
the temporal discrepancy.
 Organize more events to make their products more familiar and reach maximum
population.

Bibliography
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