3. Agenda…. Dabur’s profile Introduction to merchandising Project detail CSD Products & sites covered Types of reports prepared Tabulations & findings Interpretations & suggestions Limitation of the project
4. Dabur’s profile Ranked 4th in FMCG sector. Turnover of more than 2800cr. Presence in 50 countries with 47 C&F agents and 5000 distributors with access to 1.5 million retail outlets. Focused on growing core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology. 4 Major divisions in Dabur – CCD, CHD, IBD, others. Strong presence in rural India. Initiated retail outlet channel by the name of “NewU”
7. Dabur has been ranked amongst India's Most Innovative Companies by a Business Today-Monitor Group survey.
8. Three Dabur brands -- Hajmola, Dabur Amla and Vatika -have debuted in the Economic Times Brand Equity's Most Trusted Brands 2008 list. Besides, Dabur Foods has climbed up to take the 40th spot.
13. CSD – what it is? Canteen Stores Department (CSD) is run by the Indian Ministry of Defence, and has a presence in all major military bases operated by the Indian Armed Forces. CSD sells a wide variety of products like household provisions, kitchen appliances, alcoholic drinks, cars, sports equipment, exclusively for active and retired members of the Armed Forces. The CSD's profits are ploughed back into Welfare Schemes for Defence Personnel and their families. The CSD maintains an inventory of 2800 items that cover a wide range, from shoe laces to cars.
30. Sites covered…. Delhi Area Station Canteen Sec 37, Noida (U.P) Under Army command. Air Force Canteen Sec 21, Noida (U.P) Under Air Force Command. Coast guard Canteen Sec 23, Noida (U.P) Under Coast Guard Command.
31. SKU availability report Types of report prepared Displayed Quantity report Display of other SKU’s Merchandising report Consumer Behavior Types of report prepared
38. Report 4 Merchandising- Dabur..... Good Display Guidelines Fully stacked shelves. Neatly and systematically placed goods. Clear line of division from other products. No-mixing of cheap substitutes.
55. Working of merchandizing boys The typical job of merchandizing boy is to clean, stock, replenish the shelves allotted to him. It general it was found out that the stocks of Head & Shoulders, Colgate were once refilled in the morning only and in the later day they were only restacked accordingly. The stocking of product typically took 1.5hrs-2hrs.
56. Working of merchandizing boys Later in the day the job of the merchandising boys was to check whether the products were in proper shape or not. A merchandising boy typically handles 4-5 brands. After lunch reshelfing was only done not replenishment.
57. Allotment of shelf Space…… In Air Force canteen it was found out that the shelfs were donated by HLL. So the top racks were first provided to them , then to other brands. Also the canteen ground floor was divided into A,B,C group so as to facilitate the classification of the products.
58. Allotment of Shelf Space For the companies that do not visit the canteen their products are placed on testing basis. The shelf is allotted to them is 1st & 2nd counter then depending on sales the product is re-positioned. If the product sells prominently then good shelf space is allotted or vice versa. To place the products, Manager is the Whole & Sole for the decision.
59. Allotment of the Shelf Space… Companies like Roohafza and many other small units, generally don’t have sales force dedicated to CSD. For that reason they have to maintain the relationships with the CSD Branch Manager, and its on their request the merchandize boys take care of that brand.
60. Allotment of Shelf Space…. The merchandising boys also get additional perks like top shelf space in return for the favor from the manager.
61. Suggestions….. The company needs to deploy a single brand full time employ for Noida CSD only. Company should not go in contract with a third party for the merchandizing staff. The basic criteria to get the top shelves in CSD outlets is to provide the canteens with display shelves, in return they provide a consistent top shelf for a time period. A periodic review needs to be done to analyze the change in customer buying preferences at CSD. A periodic review of merchandising staff needs to be done, so as to check the performance. The salary structure can be incentive based on how much care a person takes to enlist the brands at CSD.
62. Suggestions…. Shelfs to be refilled thrice a day. Hanging display boards to be placed. Outside hoarding in collaboration with CSD outlet management can be provided. Display boards, hanging advertisements, price tags should be provided so as to provide more and more information about the product. Upper shelves to be utilized more for display rather than stockings.
