SALES

IMMERSION
PROJECT

Submitted to: Submitted by:

Dr. Sunita Srivastava & PVMI Team Vasai & Vashi

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 TEAM MEMBERS

Team Vasai:
Pankaj Dhamapurkar
Adit Pathak
Tanvi Sawla
Mitali Bhayani
Disha Hait
Suraj Bhutada

Team Vashi:
Venkatesh Pandey
Janak Bhanushali
Chintan Desai
Sumati Shende
Prashies Dongre

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 ACKNOWLEDGEMENT

We wish to express our sincere gratitude to Perfetti Van Melle

India for providing us an opportunity to do our off summer internship in
PVMI.

We sincerely thanks Dr. Sunita Srivastava for her guidance &

encouragement carrying out this job. We also wish to our gratitude to the
officials & other staff members of PVMI who rendered their help during
the period of off summer internship.

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 INDEX

Sr No. Particulars Page No.

1. Introduction to the PVMI 5

2. Objectives 8

3. Sales Area 9

4. Market Working 13

5. Research Analysis 14

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 HISTORY
Perfetti Van Melle India Pvt. Ltd. (PVMI) is a renowned manufacturer,
distributor and marketer of several high quality sugar confectionery products. With
close to a 25% market share, it is the leading player in the organized confectionery
business in India today. The company has a diverse portfolio of brands across
segments (i.e. candies, gums & chewies) which it sells through various retail
channels across the country. As a marketer, PVMI has always been known for its
iconic, eyeball grabbing and entertaining advertising. PVMI is a fully owned
subsidiary of the global confectionary conglomerate Perfetti Van Melle,
headquartered in Lainate, Italy and Breda (the Netherlands).

Perfetti entered the Indian market in 1994 by offering its first brand Center Fresh,
followed by Big Babol and Alpenliebe in 1995. Alpenliebe Creamfills, Alpenliebe
POP, Centre Fruit, Juzt Jelly, Mangofillz, Chlormint, Chocoliebe, Fruittella,
Happydent White, Protex Happydent, Marbels, Mentos are among the range of the
PVM global and regional brands that are produced and marketed in India. PVMI

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enjoys a huge brand recall among its consumers contributing to a total estimated
market size of Rs.5,500 cr.

Perfetti Van Melle India has more than 15 brands under its umbrella, all of which
have been launched after considerable market research and insight, so as to adapt
to the likes and preferences of the consumers. The climatic conditions of the Indian
geographical region have been kept under consideration, for product composition
and long shelf life.

PVMI crossed 1,200 crores in 2010 and 1,600 crores in 2012. The PVMI
manufacturing units in India are located in Manesar, Chennai and Rudrapur,
Uttarakhand. The Indian subsidiary also takes care of the development of South
Asian markets and exports to other Asian countries. Perfetti has adopted an
aggressive sales strategy to retain the numero uno position in the confectionery
industry in India backed by a wide network of Carry & Forwarding agent (C&FA),
distributors and sales force. Perfetti Van Melle India has a network of around 4,000
(app.) distributors spread across 1,500 urban towns and covers 7,000 towns
through its extended network of 10,000 (app.) sub-stockists.

PVMI brands have launched several innovative ad campaigns like Happydent

White, Chlormint, Alpenliebe and Mentos which have won several awards for the
company like the Abby for Happydent Protex & Centre Fresh, Cannes (Silver and
Bronze) and Ad fest for Happydent White and Effies for Mentos.

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 VISION
We will enhance our world leadership in confectionery by creating value for
consumers through innovative and gratifying high-quality products.

MISSION
Develop, manufacture and market high-quality and innovative products for
our consumers through the efficient use of our resources and in collaboration
with our business partners;

Create a fulfilling workplace for our employees built on trust, mutual

respect, and appreciation of their diversity;

Value the role we play in our communities, as a socially and environmentally

committed organization;

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 RANGE OF PRODUCTS

Alpenliebe 1

Alpenliebe 2 Choco Eclairs

Pop

Creamfills

Mentos

Center Fresh

Big Babol

Center Fruit

Happydent Wave

Happydent

Juzt Jelly

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 OBJECTIVES
Key Performance Indicators (KPI)

GROWTH: The sales of the company has been growing 30 % year on year
in the areas of Vashi and Vasai
AVERAGE SALES: Average sales of the perfetti products in the year 2016
amounted to Rs.6000 and this year it soared as high as Rs.8000
COMPETETIVE ADVANTAGE: The company enjoys high competitive
advantage because of the Demand, Quality and Image of the company in the
market
SPREAD: Out of the 250 retail shops covered by the Students and DBSMs
on an average 185 shops bought perfetti products which shows a substantial
75% market coverage
PROMOTIONS: The consumer promos and trader promos provided by the
company has decreased significantly as told by the retailers and thus it needs
to be increased

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 MERCHANDISING: Mondelez and Mars Inc was rated very high on
merchandising activities thus indicating that merchandising needs to be done
more often than what is done at present level

Management Objectives (Learning Objectives)

To learn fundamentals of sales in FMCG

To learn the importance of having good soft skills i.e. not only English but if
the regional language also is well known it helps a lot during sales
To know about the distribution method of companies operating in FMCG
sector i.e Distributors, DBSM, Wholesalers, Retailers
To know about the pricing methods of different products of the company
depending upon the market conditions, size and share
To know about margins provided to different set of buyers at different level
also the concept of Undercutting

SALES AREA
VASAI LOCATION

Name of the DB 1 - Hemil Shah Contact no. 9822233623

Location 1 VASAI/ VIRAR/ NALASOPARA
Agency Name SHREE GANESH AGAENCY
Divisions followed P1 & P2
Total no. of Brands served by the distributor 12
1. Woosh Washing Powder
2. Harpic (Reckitt Benckiser)
3. Wrigleys (Orbit)
4. SC Johnson
5. Godrej etc etc
DB Income (apprx) 5% of the total product sold
(for ex if 12 lac of product is sold the income of the distributor would be
close to 60K)

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 No. of DBSMs worked with it 6
Retail outlets (Types): Chemist, Paan shop, High End Grocer Shop, Low
End Grocer Shop, Tea stall /Juice/Kiosk
No. of beats: 6
Average monthly sales: 12 lakhs
Credit period: 7 to 14 days
Major competing Brand : Cadbury and Nestle
Retailer Margin: 12.5% to 14.5%
Cash Discount: Only wholesale discount that also 2% to 3% (5000-10000)

Brands that contribute maximum to business: Happydent- 35%,

Alpenlibe- 15%, Mentos- 25%, Centre fruit- 15%, Centre fresh- 10%
Promotional support from the company: Different types of scheme like
Rs10 off on Rs 750 order, Rs 50 off on Rs 1500 order, tiffin / cutter free on
purchase big jar, which is useful to the retailer.
Replacement policy: Not much as the quality of product is good. If any
product is damaged or expired it can be returned easily

LOCATION: VASAI

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 VASHI LOCATION

Name of the DB 2 Mr. Chotelal Contact no. 8286270152

Location 2 VASHI
Agency Name SHREE ENTERPRISE
Divisions followed P1 & P2
Total no. of Brands served by the distributor 3
No. of DBSMs worked with 5
Retail outlets (Types): Chemist, Paan shop, High End Grocer Shop, Low
End Grocer Shop, Tea stall /Juice/Kiosk
No. of beats: 5
Average monthly sales: 13 lakhs
Credit period: 7 to 14 days
Major competing Brand : Cadbury, Nestle and Lotte
Retailer Margin: 12.5% to 14.5%
Cash Discount: Only wholesale discount that also 2% to 3% (5000-10000)
Brands that contribute maximum to business: Happydent- 32%,
Alpenlibe- 18%, Mentos- 25%, Centre fruit- 17%, Centre fresh- 8%
Promotional support from the company: Different types of scheme like
Rs10 off on Rs 750 order, Rs 50 off on Rs 1500 order, tiffin / cutter free on
purchase big jar, which is useful to the retailer.
Replacement policy: Not much as the quality of product is good. If any
product is damaged or expired it can be returned easily

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 LOCATION: VASHI

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 PC HVP Sales
Name PC HVP Sales Achieved Achieved Achieved
Janak Bhanushali 184 6000 62000 187 17314 71517
Chintan Desai 184 6000 66664 182 18861 77463 Team Vashi
Venkatesh Pandey 184 6000 62000 205 32345 87761
Prashies Dongre 184 6000 62000 194 16086 81770
Sumati Shende 184 6000 62000 191 20269 72284
Mitali Bhayani 184 6000 62000 213 16914 73874
Tanvi Sawla 184 6000 62000 210 22977 83417
Suraj Bhutada 184 6000 62000 186 12798 69174
Team Vasai
Adit Pathak 184 6000 62000 184 17841 73990
Pankaj Dhamapurkar 184 6000 62000 198 11892 75903
Disha Hait 184 6000 62000 192 13986 71926

MARKET WORKING

CONSOLIDATED MARKET WORKING DATA OF 8 WEEKS

RESEARCH ANALYSIS

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 EXTERNAL SURVEY
Sample Size: 100

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 QUESTIONNAIRE
Retailer Name : Beat Name :

Student Name : Location :

Q1. Retail environment Class and Number of Confectionary Jars & HVP Outer packs containing
individual stick packs

RE Type Tick Jars HV RE Type Tick Jars HV

Mark P Mark P
High End Grocer Pan Cigarette Store
Low End Grocer Chemist
Food Store Tea stall/ Juice Stall/ kiosk
Stand Alone Others
Super

Q2. HVP Total sales Value Month (including all competitors)

< Rs 500 Rs 1000 Rs Rs 3000 Rs Rs 5000 Rs Rs 8000 Rs >Rs

3000 5000 8000 12000 12000

Q3. Price point saliency : Contribution % of price range : sales value per month

Percentage < or equal Rs 2 Rs 5 Rs 5 Rs Rs 10 Rs Above Rs Total

Rs 1 10 20 20
100%

Q4. Category wise contribution %age : sales value per month

Percentage Candy Gums Eclairs Jelly Mentos Total

type
100%

Q5. Key Influencers for keeping the product in the outlet : Rate from 1 to 5

Influencer Margin Demand Image Salesman Relationship

push & service

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Q6. Outlets interested in becoming a perfetti perfect store : ready to keep PVMI table top/ HVP
Display Device (Yes/ No) (Tick If Yes)

YES Expected PVMI HVP Sales par Month

< Rs 1000 Rs 1000 Rs Rs 2000 Rs Rs 3000 Rs >Rs
2000 3000 5000 500
0

Q7. Perfetti Perfect store margins expectation vis a vis competition HVP

Company Name Retailer Qty/ Traget Display Total Margins

margin margins Marging
1
2
3
4 PVMI
Q8. Merchandising done presently for HVP in the outlet & PVMI expectations (tick mark)

Company Name Salesman Merchandiser

Weekly Fortnight Monthly
1
2
3
4
Q9. Additional reimbursement to outlet from competition & PVMI Expectations (tick mark)

Company name Additional Reimbursement

In bill Within Within End month Next
itself week fortnight bill month
1
2
3
4
Q10. Which companies are ranked best in service as per the retailer (any company)

Sr No. Company Name

1
2
3

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 NOTABLE ACHIEVEMENTS
#TheNewCall

It was two days I visited Din Dayal Nagar but didnt visit few Retailers because of
two reasons-They either didnt have products of Perfetti Van Melle OR They dont
have any confectionary in their retail shop. Hence there were few Low End
Grocers who didnt keep confectionary at all & there few medicals who kept only
Tic Tac and no other confectionary.

On the third visit (3rd Tuesday) DBSM with whom I was working was ill and was
not able to work. Hence I was accompanied by another DBSM who was new and
joined only 7 days ago, therefore there was decline in sales and there was a need
for me to achieve my targets. I called DB and told about the problem I was facing
and he agreed to join us in market for sales. Then on our DBs advice we visited all
the retailers and didnt skip any and that was the day when retailer named Tak
Medical who had only Tic Tac in confectionary purchased HVP (Happydent
Fliptop) and henceforth he became a regular purchaser for HVP from Perfetti Van
Melle.

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 COMPETITORS PACKAGING

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