KETAN .K. SONI

Outlets : COCO (9-Surat, 2-Mumbai), DODO (40-

South Gujarat, 1-Ahmedabad)

Distributors : 12-Surat, 55-South Gujarat.

E-Presence : Web-Chat, SNS, blog.

Online Purchases : Delivery charges borne by the

Consumers.

Sourcing : March to November

March (1st Flush) and May (2nd Flush).

Blending of Tea - An Art

Ketan Soni 2 Friday, May 11' 2012

Factory

Super Stockiest

Distributor

Retailer

CONSUMER

Sales Manager

Area Sales Manager

Sales Officer

Sales Representative (S.R)

Distributors S.R.

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Retailers : Large shops (Large size packs/Quantam

and Vice-versa)

Consumer Income groups impacts demand.

Consumers : Price (Biggest Visible Difference)

Small packet buyers do not demand offers but,

bigger units purchasers does.

CONSUMER’s PULL

Continuity of Service

Need Regular Supply

Brand Visibility (Ad. Boards)

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Bigger shops : More Qty. and more demand.

In-store Product Display Visible.

Retailers : seek for more Margins/Schemes &

Offers to promote.

Consumers : Go by the Faith of Retailers.

RETAILER’s PUSH

Outdoor Brand Visibility.

Brand Awareness : Consumers.

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Whole sellers : Kept all brands.

Consumers : High awareness, purchased whatever

they liked.

Saturation

Brand Visibility and Advert. Promotions.

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Lower sales : Vacation.

Super stockiest : Difference in Qty. and Rate

Distributor : Difference in Rate, Qty. and

Packaging.

2 Kinds of Consumers :

TASTE – Loyal consumers (Product impacted their Taste)

VISIBLITY – More Tendency to shift (Price difference/

Offers/ Schemes, etc.)

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Blending – Packaging – Dispatching/Distribution.

Pre-Printed : Schemes on Product Packaging.

While issuing these materials.

Cost of Wastage.

Cost of Space Storage.

Cost-Reduction : Pre-printed Stickering.

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Olpad : Distribution Problem, Sku NA (5)

High penetration – No.1 with Slab Schemes.

Sion : Supply Shortage – Problem faced by Retailers

Customers not getting what they want.

High Scope

A Strong S&D Network.

Regularity (Supply/Service/Communication, etc.)

Ketan Soni 9 Friday, May 11' 2012

Sanjana (Maroli, Saregam,etc) : High Brand

Duplication

High penetration – Thane & Vashi Manuf.

Umargaon : Retailer’s PUSH Market. (Just want

Margins to sell)

High Scope

Product Awareness/Emotional Attach. – Consumers

Participatory events, Hand-outs, Helium Ad.

Break the Monopoly and Stand Unique among

Competitors.

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Franchisee : COCO & DODO Outlets

Modern Trade : Organized Retailing

Trade Offs

Getter Closer to Consumers Heart, Be Next to

Competitors Mind – An Advantage for Us.

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Existing Market : New Product – Flavored Tea

(Ginger, Cardamom, Mint, Chocolate, Jasmin, etc)

Drinks : Iced Tea (flavoured)

RTD : Powder Mix

Tea Kiosks/Café n Lounges along with choicest

eatables.

Ad. Branding : Tea center shops, Circles,

Bridges/Flyovers, No parking signage's for Society.

Mobile Phone Software – Live Updates.

Strong S&D Network

Being Unique among the Competitors.

Keep customers at core along with CSR activities.

Expectation < Delivery : WOW !!! Ketan Soni 12 Friday, May 11' 2012

Cost leadership – lowest cost than competitors in the industry.

Differentiation – being distinct from the competitors.

Focused Differentiation – focusing on a specific market segment and tailoring service accordingly.

Expansion strategy – known for launching new products.

TQM – Constant attainment of customer satisfaction by continuous improvement in organizational processes and integration of all organizational functions, satisfying all clients and internal/external customers.

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1. Quality advantage (or, “doing it right”)

2. Speed advantage (or, “doing things fast”)

3. Dependability advantage (or, “doing things

on time”)

4. Flexibility advantage (or, “being able to

adapt what others do”)

5. Cost advantage (or, “doing things cheap”).

TRADE OFFS in the products Operated…

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SUGGESTION’s...

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