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A presentation oncolgate’s urban expansion plan
1. OBJECTIVES
Identifying new shops in order to cover urban market.
Finding Pharma WS for better distribution in M.S.
Survey should based on following:-
Basis on RE
Basis on potentiality.
Respective areas.
2. METHODOLOGY
Week 1
o Mapped the market, with the Colgate-Palmolive
salesman.
Week 2
o Mapped the market, without the salesman.
Week 3
o Worked with competitor’s (GLAXO
SMITHKLINE)salesman, to trace their covered
market.
Week 4
o Identified the Pharmaceutical Distributors, Whole
sellers and other Counters.
3. STOCKIST & AREA OF STUDY
Ganesh Bhandar
Address:- AC Market
Bank Mode DHANBAD.
Area covered by CP Stockist:-
Bartand
Barwadda
Hirapur
Police line
Govindpur
Jharia (Amar Traders).
4. STATISTICS
AT GOVINDPUR (ROUTE)
RE COVERED NOT TOTAL
TYPES BY CP COVERED SURVEYED
WS 7 3 10
KS 24 31 55
MS 5 21 26
GS 1 11 12
CS nil 7 7
PS nil 3 3
TOTAL 37 76 113
5. STATISTICS
AT HIRAPUR (ROUTE)
RE COVERED NOT TOTAL
TYPES BY CP COVERED SURVEYED
WS 15 3 18
KS 48 42 90
MS 5 17 20
GS 4 12 16
CS 4 7 11
PS nil 10 10
TOTAL 76 91 167
6. STATISTICS
AT BARTAND(ROUTE)
RE COVERED NOT TOTAL
TYPES BY CP COVERED SURVEYED
WS 5 nil 5
KS 25 18 43
MS 8 11 19
GS 5 17 22
CS nil 4 4
PS nil 3 3
TOTAL 43 53 96
7. STATISTICS
AT POLICE LINE(ROUTE)
RE COVERED NOT TOTAL
TYPES BY CP COVERED SURVEYED
WS 2 nil 2
KS 21 23 44
MS 3 11 14
GS 7 21 28
CS 3 2 5
PS 2 1 3
TOTAL 38 58 96
8. STATISTICS
AT BARWADDA (ROUTE)
RE COVERED NOT TOTAL
TYPES BY CP COVERED SURVEYED
WS 8 7 15
KS 20 15 35
MS nil 9 9
GS nil 10 10
CS nil 1 1
PS nil nil nil
TOTAL 28 42 70
9. STATISTICS
AT JHARIA (ROUTE) AMAR TRADERS:-
RE TYPES NOT COVERED TOTAL COVER &
NOT COVERED
WS 2 14
KS 22 39
GS 4 18
MS 14 20
OTHERS 7 7
TOTAL 49 98
10. STATISTICS OF PHARMA WS
Pharma Wholesaler : -
In Dhanbad region there are 50-60 Pharma WS
Our survey confines area which we covered .
We surveyed 28 Pharma WS
Out of which; 14 are MWS & 14 are WS
11. UNCOVERED SHOP:-369
CONCLUSION
TOTAL SURVEYED SHOP:- 668
W
CS & PS
S
45
MS
83
GS WS
75 MS
KS
KS GS
151 CS & PS
12. FINDINGS…
DISTRIBUTION PATTERN:-
o Stockist main concern is on WS & good retail outlet.
o In comparison with GSK,HUL they have very less
penetration in distant area.
o As for e.g. Lal bangla mode & Bhuiphod placed
between Govindpur & Steel gate they hadn’t reach but
HUL,MARICO & GSK all are there.
• PAYMENT ISSUE:-
o Many Complaint regarding credit purchase in
comparison with P&G & CADBURY(esp. at rangatand).
13. SWOT ANALYSIS
STRENTH:-
o Colgate still hold 51% market share in Dhanbad area.
o Its good to see that Barwadda as remote place but
Colgate is present over there.
o Palmolive Body wash also in good demand.
• WEAKNESSES:-
o Less penetration
o Colgate SPR , Sensitive & Plax less viable in M.S.
o Rigid attitude.
o Insufficient supply like Charmies cream.
14. SWOT ANALYSIS
OPPORTUNITIES:-
o New untapped market like Barwadda , Krishna nagar.
o More displays in shop
o Scheme esp. for retailers.
o Better distribution by deploying sufficient sale force.
o SPR & other Medicated further pushed in MS & CS.
• THREATS:-
o HUL may advance in uncovered areas & shops
o Consumers find other alternative
o Company lost its shine.
