Sid BBA
Sid BBA
Sid BBA
INTRODUCTION
The study examined channels of distribution models in the Sales performance of an
organization. Specifically the study assessed, the extent into which Direct distribution
channel affects sales performance.
A distribution channel is a chain of businesses or intermediaries through which a good or
service passes until it reaches the end consumer. It can include wholesalers, retailers,
distributors and even the internet itself.
Channels are broken into direct and indirect forms, with a "direct" channel allowing the
consumer to buy the good from the manufacturer, and an "indirect" channel allowing the
consumer to buy the good from a wholesaler or retailer.
In this research report Retailers are as unit of analysis. It had a sample of 30 respondents;
where by primary and secondary data were collected through the use of questionnaires.
While increasing the number of ways in which a consumer can find a good can increase sales,
it can also create a complex system that sometimes makes distribution management difficult.
In addition, the longer the distribution channel, the less profit a manufacturer might get from
a sale due to the fact each intermediary charge for its service.
OBJECTIVES
SCOPE
Geographical scope – This study is conducted in the Latur city. All major parts of
the Latur city like Golai,Shivaji Nagar,Ashok Hotel,Mini Market,Nanded Naka etc...
Areas are covered.
Conceptual Scope -The research was undertaken to gather information from the
respondents to know the customer reception and buying behavior which may impact
on sale of mapro product
COMPANY PROFILE
COMPANY PROFILE
Making jams from strawberries and raspberries. Mapro was one of the first to use traditional
ingredients to make plant-based beverage concentrates such as strawberry crush and rose
syrup.
The company was also the first in India to introduce pectin jellies and fruit sweets. It is the
fruit processing business over more than forty years and it is known for the innovation and
quality in the industry.
The Chief Executive Officer of the company is Mayur Vora. It has its manufacturing units in
Panchgani, Wahi, and Gurgaon. It is most likely to spread its operation in Delhi and
Pathankot. Most of Mapro's business is largely concentrated in the Western regions of India.
Mapro exports its products to about 12 countries through merchant distributors The annual
growth rate of the company is more than 50%. It earns 40%-50% profits from the sales of its
products.
The leading product of Mapro is Rose syrup (made from the rose petals and their extracts).
The machineries and other raw materials are imported from various countries like Egypt,
China, New Zealand, Australia, etc... There is more than 118000 metric tons of consumption
of the strawberry throughout the year. They manufacture luxury chocolates like Mazana
which is generally exported. Falero has a monopoly type of market and this product earns
more than 60% profit on its sales. This company grew without the help of any kind of
advertisement. It is known by its product and quality and not because of the external
advertisements. Mapro has been growing consistently at the rate of 25-30 per cent in the past
few years. The Company has expanded capacity to now produce 30000 MT of processed
frozen foods Products.
Estimated Annual Sales (USD): US$5 Million - US$10 Million. Mapro has achieved ISO-
HACCP, ISO-9001 status certified by BVQI. Future The Company is going to open its
manufacturing units in Delhi and Pathankot lately. It is also concentrating in expanding its
market to the other cities like Kanpur, Lucknow, and in Punjab. It is setting up a Frozen and
Fresh Food Distribution Chain in Indian Metros to service the fast growing modern
Organized Retail Supermarkets being set up in India. Where can we fit in Structure of
organization The Company is still a growing organization.
Management graduates with specialized knowledge in the food and agriculture industry
would be of immense need and value to the company. Apart of General Management,
Administration and Operations we can contribute with our expertise in following divisions
Purchasing Department Procurement (Local and International) Supply Chain Management
Marketing Department Formulating marketing plans/strategies for various products and
ventures.
Market Research Huge scope for brand building through advertisements and promotion.
Pricing Extending operations and distribution to other parts of the country Finance
Department Raising capital to aid growth.
3C’s OF “MAPRO”
COMPANY:
Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It is one
of the growing companies of India which is situated at Panchgani Mahableshwar Road.
It produces jams, confectionaries, squashes, jellies and RTD and many more fruit products.
Mapro Foods is a well-known brand in jams and squashes. It is a family business started in
1959by the Vora family. .
CUSTOMERS:
COMPETITORS:
Kissan
Haldiram
Malas
PRODUCTS
PRODUCTS
Mapro produces a number of items ranging from jams, jellies, crushes, syrups, and fruit
family (RTD)etc. Their leading product is Rose Syrup, made from rose petals and their
extracts. The manufacturing process for most of their products is similar only differing in the
types of fruits used and the variations in cooking temperatures and pectin ratio.
These soft Fruity Sweets and Jelly Sweets are 100% vegetarian as they are made with pectin,
a fruit extract. They contain no Gelatin. Contain nutritious fruit juice & instant energy. Are an
instant hit with kids.
Fruity sweets
Jelly sweets
Falchoos
Jelly cubes
Fruit cubes
Fruit pebbles
Jam:
Mango
Orange marmalade
Strawberry
Pineapple
Raspberry
Crush:
Ideal with milkshakes ice-creams, puddings, and desserts and new even mithai. This
bestseller makes milkshakes thicker and ice-creams richer.
Strawberry crush
Litchi crush
Alphorns mango crush
Mango crush
Kiwi crush
Kokum crush
Pineapple crush
Syrup:
Syrups are made with pure contents for the exclusive natural flavors& properties. The Syrup
recipes are balanced to allow use in sherbats, milkshakes, faloodas and even ice-cream
toppings.
Rose syrup
Khus syrup
Thandai syrup
Mahakool syrup
Strawberry syrup
Kiser syrup
Pineapple syrup
Squash:
Mapro Squashes with their high fruit content are terrific for
Sherbets and Fruit Punch.
Orange squash
Lemon squash
Lemon barley water
Strawberry squash
Lime juice cordial
Lemon ginger squash
Strawberry cordial
Pineapple cordial
Tomato Ketchup:-
RTD fruit family: (New launch)
New product
COMPETITORS
Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business & has
few competitors also. Some of them are listed below:
Haldiram:
Manufacturing of Syrups & exports of the syrups.
Kissan:
In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market.
Malas:
It manufactures jam, crush, squash, cordials, syrups which is same as the manufacturing of
Mapro Foods Private Limited
Surbhi:
Manufacturing of ketchup and jam
THEORETICAL BACKGROUND
THEORETICAL BACKGROUND
Marketing Channels:
It is the way products and services get to the end-user the consumers and are also known as
a distribution channel.
A marketing channel is a useful tool for management and is crucial to creating an effective
and well-planned marketing strategy.
Channel levels:
One Level Channel – As the name suggests, the one level channel has an intermediary in
between the producer and the consumer. An example of this can be insurance in which there
is an insurance agent between the insurance company and the customer.
Two level Channel – Two level channel involves the movement of goods from the company
to an intermediary, from the intermediary to another and then to customer.
Three level Channels – Again observed in both the FMCG and the consumer durables
industry, the three level channels can combine the roles of a distributor on top of a dealer and
a retailer.
Three Types of Distribution Channels
While a distribution channel can sometimes seem endless, there are three main types of
channels, all of which include a combination of a producer, wholesaler, retailer and end
consumer.
The wine and adult beverage industry is a perfect example of this long distribution channel.
In this industry, thanks to laws born out of prohibition, a winery cannot sell directly to a
retailer. It operates in what is known as the three-tier system, meaning the winery is required
by law to first sell its product to a wholesaler, who then sells to a retailer. The retailer, in turn,
sells the product to the end consumer.
The second channel is one where the producer sells directly to a retailer, who then sells the
producer's product to the end consumer. This means the second channel contains only one
intermediary. for example, Dell is large enough where it can sell its products directly to
reputable retailers such as Best Buy.
The third and final channel is a direct to consumer model where the producer sells its product
directly to the end consumer. Amazon, using its own platform to sell Kindles to its customers,
is an example of a direct model, which is the shortest distribution channel possible.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Definition:
“A Research is a careful investigation or inquiry, especially through search for new facts in
any branch of knowledge”.
Sources of Data:
This study is conducted by collecting and analyzing the data from Primary and Secondary
sources.
1. Primary Data.
2. Secondary Data.
Primary Data:
Primary Data is the data, which is collected with the help questionnaires.
Primary data was collected by administering the questionnaire to the marketing advisors of
Mapro Foods Ltd.
Secondary Data:
Secondary Data is collected from the various books, Reports, Company site, etc. The data
was also collected from the organization and sales representatives. The various Information is
taken out regarding that subject as well other subject from various sources. The last years
data stored is also being secondary data. This data is kept for the internal use of the
organization.
Secondary data was collected from the books, websites and through the interaction with the
individuals in the organization.
Area: Pune.
33%
67%
From the above pie chart it is observed that 67% of retailers are agree with the statement that
distributors are providing the delivery of the product in required quantity & time but 33% are
not agree with the statement that distributors are providing the products on right time &
quantity.
After 7 days
25 83%
no
23%
Yes
77%
From the above pie chart it is observed that 76.6% of the retailers get all variety of the
product from distributor and23% of the retailers not get the products from distributor.
Q.4) Do you force consumer for purchasing MAPRO products?
Yes
10%
No
90%
From the above pie chart it is observed that 10% of the retailers push the Mapro product to
customer but 90% of the retailers do not force to purchase Mapro products.
Q.5) Are you selling any other similar product/brand?
No
17%
Yes
83%
From the above pie chart it is observed that only 17% of the retailers sell similar product
which is less and 83% of the retailers not sell any similar products.
Q.6) what is the reason for keeping the other brands?
10%
5%
0%
Price Commission Delivery Other(Specify)
No of
Particular Percentage
Respondents
High 08 27%
Medium 20 67%
Low 02 07%
Total 30 100%
From the above chart it is observed that 27% of respondents agree that consumer
gives high response towards Mapro product.
67% of respondents agree that consumer gives medium response.
Only 7% of respondents agree that consumer gives low response
Q.8) How many times a distributor visits your outlet per week?
Satisfaction Level
40%
35%
30%
25%
20%
15%
10%
5%
0%
Rate of Service Quality Total sale Promotional Offers & Credit facility
commission material discounts
Where 17% of retailers satisfy for the rate of commission which they get from Mapro.
34% satisfy with service quality of Mapro distributor because of their own time
delivery for products.
17% satisfy for total sale, 7% for promotional material, 21% for offers and discounts
and 7% for credit facility.
FINDINGS
FINDINGS
From the market survey we got the information that customers are happy with the
product.
In reference to the research objectives set, we can conclude that channel of distribution plays
a positive role on supply of Mapro (falero) products.
Distribution channel plays a very important role especially with respect to the FMCG
industry because if the product is not available on time consumes will switch on to other
brands and the company will lose its market share and hence an effective distribution channel
is the need of this industry.
In “make demand” situations, intermediaries and their personnel play a vital role in
generating sales for Mapro (falero) products. The capabilities of agents/distributors in
marketing and selling Mapro (falero) products impact end-customer behavior.
The importance of distribution functions within the channel management is high. Company’s
current conditions suggest that the role of agents is to make demand, leading to knowledge
sharing focused on developing selling points capabilities that facilitate general goals of
organization.
SUGGESTIONS
RECOMMENDATION
Suggestions/ Recommendations
1. Does distributor provide MAPRO (FALERO) products in required quantity and time?
a. Yes
b. No
2. At what frequency you get MAPRO (FALERO) products from distributor?
a. After 7 days
b. After 15 days
c. Within a month
3. Do you get all variety of MAPRO (FALERO) products from distributor?
a. Yes
b. No
If NO specify ____________________
Name: __________________________________
Address: ___________________________________
a. Yes b. No
3. Does the company provide required support to you for increasing sale?
a. Yes b. No
a. Yes b. No
a. Yes b. No
7. Have you ever faced any conflict among you and other distributors?
a. Yes b. No