MINOR PROJECT REPORT

On

MARKTING STRETAGY OF P&G

Submitted in partial fulfillment of the requirement ofBachelors of Business Administration (BBA)

Guru Gobind Singh Indraprastha University,Delhi

Faculty Guide Submitted By:

Dr. DK Vaid Yogesh Gupta

Dean, Dspsr Enroll. No. 01682501714

ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people who helped me in collecting

necessary information and making of the report. I am grateful to all of them for their

time, energy and wisdom.

Getting a project ready requires the work and effort of many people. I would like all

those who have contributed in completing this project. First of all, I would like to

send my sincere thanks to MR. DK VAID for his helpful hand in the completion of

my project.

NAME: YOGESH GUPTA

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TABLE OF CONTENTS

1. Introduction to the Industry ..............................................................................................1

2. Objectives …………………………………………………….…………………………………………………………………1

3. Introduction to the Company ..........................................................................................16

4. Swot Analysis ………………………………………………………………………………………………………………..41

5. Research Methodology....................................................................................................42

6. Facts and Findings............................................................................................................47

7. Data Analysis and Interpretation .....................................................................................48

8. Conclusion and Recommendation....................................................................................58

9. Bibliography .....................................................................................................................56

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CHAPTER -1

Introduction to the Industry

Sales promotion a key ingredient in marketing campaigns, consists of a collection of incentive tools,

mostly short term, designed to stimulate quicker or grater purchase of particular products or

services by consumers or the trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales

promotion includes tools for consumer promotion (samples, coupons, cash refund offers, prices off,

premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions,

point-of-purchase displays, and demonstrations); trade promotion (price off, advertising and display

allowances, and free goods); and business and sales-force promotion (trade shows and conventions,

contests for sales reps, and specialty advertising). Companies in India have been launching a variety

of consumer promotions, emphasizing the growing importance of promotions in the company’s

communication strategy. “Marketing Memo: Consumer promotions in the Indian market” provides

an empirical view of the different types of promotions in India.

Objectives

Sales promotions tools vary in their specific objectives. A free sample stimulates consumer trial,

whereas a free management-advisory services aims at cementing a long-term relationship with a

retailer.

Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to

increase the repurchase rates of occasional users. Sales promotions often attract brand switchers,

who are primarily looking for low price, good value, or premiums. Sales promotions generally are

unlikely to turn them into loyal users, although they may be induced to make some subsequent

purchases. Sales promotions used in markets of high brands similarity can produce a high sales

response in the short run but little permanent gain in market share. In markets of high brand

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dissimilarity, sales promotions may be able to alter market shares permanently. In addition to brand

switching, consumer may engage in stockpiling –purchasing earlier than usual (purchase

acceleration) or purchasing extra quantities. But sales may then hit a post-promotion dip.

A number of sales promotions benefits flow to manufacture and consumers. Sales promotions

enable manufacturers to adjust to short term variations in supply and demand. They can always

discount it. They induce consumers to try new products instead of never straying from current ones.

They lead to more varied retail formats, such as the everyday –low-price store and the promotional-

pricing store. For retailers, promotions may increase sales of complementary categories (cake mix

promotions may help to drive frosting sales) as well as induce some store switching by consumers.

They promote greater consumer awareness of prices. They permit manufactures to sell more than

they would normally sell at the list price. They help the manufacturer adapt programs to different

consumer segments. Consumers themselves enjoy some satisfaction from being smart shoppers

when they take advantage of price specials.

Service marketers also employ sales promotions to achieve marketing objectives. Some service firms

use promotions to attract new customers and establish loyalty.

Advertising versus promotion

A decade ago, the advertising-to-sales-promotion ratio was about 60:40. today, in many consumer-

packaged-goods companies, sales promotions accounts for 75 percent of the combined budgets

( roughly 50 percent is trade promotion and 25 percent is consumer promotion). Sales promotion

expenditures have been increasing as a percentage of budgt expenditure annually for the last two

decades. In India, the spending on sales promotions is estimated to have grown by 500 to 600

percent during the last few years. Several factors contribute to this rapid, growth particularly in

consumer markets.

Promotion is now more accepted by top management as an effective sales tool; more product

managers are qualified to use sales promotion tools; and product manager are under greater

pressure to increase current sales. In addition, the number of brands has increased; competitors use

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promotions frequently; many brands are seen as similar; consumer are more price-oriented; the

trade has demanded more deals from manufactures; and advertising efficiency has declined because

of rising costs, media clutter, legal restraints.

There is danger, however, in letting advertising take too much of a back seat to promotions, because

adverting typically builds brand loyalty. The question of whether or not sales promotion weakens

brand loyalty is subject to interpretations. Sales promotion, with its incessant price off, coupons,

deals, and premiums, may devalue the product offering in buyer’s minds. However, before jumping

to any conclusion, we need to distinguish between price promotion and added-value promotions.

Certain types of sales promotion can actually enhance brand image. The rapid growth of sales

promotion media had created clutter. Manufacturers have to find ways rise above the clutter-for

instance, by offering larger coupon-redemption values or using more dramatic point-of-purchase

displays or demonstrations.

Usually, when a brand is price promoted too often, the consumer begins to devalue it and buy it

mainly when it goes on sale. So there is risk in putting a well-known brand on promotion over 30

percent of the times.

Dominant brands offer deals less frequently, because most deals subsidize only current users. Prior

research has shown that sales promotions yield faster and more measurable responses in sales than

advertising does but do not tend tend to yield new, long-term buyers in mature markets. Loyal brand

buyers tend not to change their buying patterns as a result of competitive promotion. Advertising

appears to be more effective at deepening brand loyalty.

There is also evidence that price promotions do not build permanent total –category volume. One

study of more than 1000 promotions concluded that only 16 percent paid off. Small-share

competitors find it advantageous to use sales promotion, because they cannot afford to match the

market leaders’ large advertising budgets; nor can they obtain shelf space without offering trade

allowances or stimulate consumer trial without offering

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incentives. Price competition is often use d by a small brand seeking to enlarge in share, but it is less

effective category leader whose growth lies in expanding the entire category. The upshot is that

many consumer-packaged-good companies feel they are forced to use more sales promotion than

they wish. They blames heavy use of sales promotion for decreasing brand loyalty, increasing

consumer price sensitivity, brand-quality-image dilution, and a focus on short-run marketing

planning.

Major Decisions

In using sales promotion, a company must establish its objectives, select the tools, develop the

program, present the program, implement and control it, and evaluate the results.

Establishing objectives

Sales promotion objectives are derived from broader promotion objectives, which are derived from

more basic marketing objectives developed for the product. For consumers, objectives include

encouraging purchase of large-sized units, building trial amount non users, and attracting features

away from competitors brands. Ideally, promotions with consumer would have short run sales

impact as well as long run brand equity effects. For retailer, objectives include persuading retailers

to carry the new items and higher level of inventory, encouraging off-season buying, encouraging

stocking of retail items, offsetting competitive promotions, building brand loyalty, and gaining entry

into new retail outlets. For the sales force, objectives include encouraging support of new product or

model, encouraging more prospecting and stimulating off-season sale.

SELECTING CONSUMER PROMOTION TOOLS:-

The promotion planner should take into account the type of market, sales promotions objective,

competitive condition, and each tool’s cost effectiveness. We can distinguish between manufacturer

promotions and retailer promotion. The former are illustrated by the auto industry’s frequent use of

rebates, gives to motivate test drives and purchase and

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high value trade in credit. The letter includes price cuts, feature advertising, retailer coupons, and

retailer contest or premiums.

We can also distinguish between sales promotional tools that consumer franchise-building and those

that are not. The former impart a selling message with the deal, as in the case free sample,

frequency awards, coupons when they include a selling message and premiums when they are

related to the product. Sales promotion tools that typically are not brand-building include price of

pack, consumer premium not related to a product contains and sweepstake, consumer refunds

offers, and trade allowance. Consumer franchise-building promotions offers the best of both world-

they build brand equity while moving product.

Sales promotion seems most effective when used together with advertising. In one study, a price

promotion alone produced only a 15 percent increase in sales volume. When combined with feature

advertising, sales volume increased 19 percent; when combined with feature advertising and a point

of purchase display, sales volume increased 24 percentages.

SELECTING TRADE PROMOTION TOOLS

Manufactures use a number of trade promotion tools. Surprisingly, a higher proportion of the

promotion pie is devoted to trade promotion tools (46.9 percent) than to consumer promotion (27.9

percent). Manufacturers award money to the trade (1) to persuade the retailer or wholesaler to

carry the brand; (2) to persuade the retailer or wholesaler to carry more units than the normal

amount; (3) to induce retailers ton promote the brand by featuring, display price reductions; and (4)

to stimulate retailers and their sales clerks to push the product.

The growing power of large retailers has increased their ability to demand trade promotion at the

expense of consumer promotion and advertising. These retailers depend on promotion money from

the manufacturers. No manufacturers could unilateral stop offering trade allowance without losing

retailer support. The company’s sales force and its brand managers are often at odds over trade

promotions. The sales force say that the

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local retailers will not keeps the company’s products on the shelf unless they received more trade

promotion money , whereas the brand managers want to spend the limited funds on consumer

promotion and advertising.

Manufacturer faces several challenges in managing trade promotions. First, they often find it difficult

to police retailers to make sure they are doing what they agreed to do. Manufacturers are

increasingly insisting on proof of performance before paying any allowance. Second, more retailers

are doing forward buying- that is, buying a greater quantity during the deal period than they can sell

during the deal period. Retailers might respond to a 10- percent-off-case allowance by buying a 12-

week or longer supply. The manufacturer has to schedule more production than planned and bear

the costs of extra work shifts and overtime. Third, retailers are doing more diverting buying more

cases than needed in a region in which the manufacturer offered a deal, and shipping the surplus to

their stores in nondeal regions. Manufacturer are trying to handle forward buying and diverting by

limiting the amount they will sell at a discount, or producing and delivering less than the full order in

an effort to smooth production.

SELECTING BUSINESS AND SALES FORCE PROMOTION TOOLS

`Companies spend large amounts of money on business and sales force promotion tools. These tools

are use to gather business leads, impress and reward customers, and motivate the sales force to

greater effort. Companies typically develop budgets for each business promotion tools that remain

fairly constant from year to year.

DEVELOPING THE PROGRAM

In planning sales promotion programs, marketers are increasingly blending several media into a total

campaign concept.

In deciding to use a particular incentive, marketers have several factors to consider. First, they must

determine the size of the incentive. A certain minimum is necessary if they promotion to succeed.

Second, the marketing manager must establish condition for participation. Incentives might to offer

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to everyone select groups. Third, the marketer has to decide on the duration of the promotion.

According to one research, the optimal

frequency is about three weeks per quarter, and optimal duration is the length of the average

purchase cycle. Fourth, the marketer must choose a distribution vehicle. Fifth, the marketing

manager must establish the timing of promotion. Finally, the marketer must determine the total

sales promotion budget. The cost of a particular promotion consist of the administrative cost

(printing, mailing, and promotion the deal) and the incentive cost (cost of premium or cents-off,

including redemption cost), multiplied by the expected number of unit that will be sold on the deal.

In case of a coupon deal, the cost would take in account the fact that only a fraction of the

consumers will redeem the coupons.

PRETESTING, IMPLEMENTING, CONTROLLING, AND EVALUATING THE

PROGRAM

Although most sales promotion program are designed on the basis of experience, pretest can

determine if the tools are appropriate, the incentive size optimal, and the presentation method

efficient. Consumer can be asked to rate or rank different possible deals, or trail test can be run in

limited geographic areas.

Marketing manager must prepare implementation and control plans that cover lead time and sell-in

time for each individual promotion. Lead time is the time necessary to prepare the program prior to

launching it: initial planning, designing and approval of package modification or material to be

mailed or distributed; preparation of advertising and point of sale materials; notification of field

sales personnel; establishment of allocation of individual distributor; purchasing and printing of

special premiums and packaging materials; production of advance inventory in preparation for

release at a specific date; and, finally, the distribution to the retailer. Sell-in-time begins with the

promotional launch and ends when approximately 95 percent of the deal merchandise is in the

hands of consumers.

Manufactures can evaluate the program using three methods: sales data, consumer surveys, and

experiments. The first method involves scanner sales data. Marketers can analyze the types of

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people who took advantage of the promotion, what they bought before the promotion, and how

they behaved later toward the brand and others brands.

Did the promotion attract new triers and also stimulate more purchasing by existing customers?

In general, sales promotions work best when they attract competitors’ customer who they switch. If

the company’s product is not superior the brand’s share is likely to return to its pre-promotional

level. Consumer survey can be conducted to learn how many recall the promotion, what they

thought of it, how many took advantage of it, and how the promotion affected subsequent brand-

choice behavior. Sales promotion can also be evaluated through experiments that vary such

attributes as incentive value, duration, and distribution media.

There are additional costs beyond the cost of specific promotions. First, promotions might decrease

long-run brand loyalty. Second, promotions can be more expensive than they appear. Some are

inevitably distributed to the wrong consumers. Third, there are the costs of the special production

runs, extra sales force efforts, and handling the requirements. Finally certain promotion retailers,

who may demand extra trade allowances or refuse to cooperate.

FLOW CHART OF HOW TO GO ABOUT DECIDING & EVALUATING PROMOTIONAL MIX

Research

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ENVIRONMENT

ASESSMENT

CONSUMER ASSESSMENT

Stage

Strategi

Stage

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Advertising Personal Selling

Sales Promotion

POS/Pckg.PR Dir. Mktg

Creative

Decisions

Media

Decisions

Creative Evaluation and

Response EvaluationTHE PROMOTIONAL TOOLS

Several promotional tools can used to communicate with individuals, groups, and organizations.

When an organization combines specific elements to promote a particular product, that combination

constitutes the promotional mix for that product. The five possible elements of a promotion mix are

advertising, personal selling, public relations, direct marketing and sales promotion.

The four Possible Elements of a Promotion Mix are:

Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services

by an identified sponsor. Advertisers include not only business firms, but also museums, charitable

organizations, and government agencies that direct messages to target publics. Ads are a cost-

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Personal

Selling

Advertising Public relationsSales promotion

effective way to disseminate messages, whether to build brand preference for Coca-Cola or to

educate people to avoid hard drugs.

Advertising Objectives

The advertising objectives must flow from prior decisions on target market, market positioning, and

marketing mix.

Advertising objectives can be classified according to whether their aim is to inform, persuade,

remind, or reinforce. They aim at different stages in the hierarchy of effects.

Informative advertising aims to create awareness and knowledge of new products or

new features of existing products.

Persuasive advertising aims to create liking, preference, conviction, and purchase of a

product or service. Some persuasive advertising uses comparative advertising, which

makes an explicit comparison of the attributes of two or more brands.

Reminder advertising aims to stimulate repeat purchase of products and services.

Reinforcement advertising aims to convince current purchasers that they made the

right choice. Automobile ads often depict satisfied customers enjoying special features

of their new cars.

The following qualities about advertising can be noted:

Public presentation:

Advertising’s public nature confers a kind of legitimacy on the product and also suggests a

standardized offering.

Pervasiveness:

Advertising permits the seller to repeat a message many times. It also allows the buyer to receive

and compare the messages of various competitors. Large-scale advertising says something positive

about the seller’s size, power, and success.

Amplified expressiveness:

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Advertising provides opportunities for dramatizing the company and its products through the artful

use of print, sound, and colour.

Impersonality:

The audience does not feel obligated to pay attention or respond to advertising. Advertising is a

monologue in front of, not a dialogue with, the audience.

Advertising can be used to build up a long-term image for a product (coca-cola ads) or trigger quick

sales. Advertising can efficiently reach geographically dispersed buyers. Certain forms of advertising

(TV advertising) can require a large budget, whereas other forms (newspaper advertising) do not.

Just the presence of advertising might have an effect on sales: consumers might believe that a

heavily advertised brand must offer “good value.”

The major advertising media along with their costs, advantages, and limitations are profiled in the

table below.

CHAPTER 2

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Medium Advantages Limitations

Newspaper flexibility; timeliness; good local short life; poor reproduction

Market coverage; broad acceptance quality; small “pass-along”

Audience

Television combines sight, sound, and motion; high absolute cost; high clutter;

appealing to senses; high attention fleeting exposure

Direct mailaudience selectivity; flexibility; no ad relatively high cost; “junk

competition within the same medium mail” image

Radio mass use; high geographic and audio presentation only; lower

demographic selectivity; low cost attention than TV; fleeting

exposure

Magazines high geographic and demographic long ad purchase lead time;

selectivity; credibility and prestige; some waste circulation; no

INTRODUCTION

2.1. Overview of Industry as whole

INTRODUCTION:

P&G Home Products Limited is one of India's fastest growing Fast Moving Consumer Goods

Companies that has in its portfolio P&G's global brands such as Ariel and Tide in the Fabric Care

segment, and in the Hair Care segment: Head & Shoulders - world's largest selling anti-dandruff

shampoo; Pantene - world's No. 1 beauty shampoo; and Rejoice Asia's No. 1 shampoo.

P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble Company, USA, that in

India, has carved a reputation for delivering superior quality, value-added products to meet the

needs of consumers.

P&G Hygiene and Health Care Limited is one of India's fastest growing Fast Moving Consumer Goods

Companies that has in its portfolio P&G's billion dollar brands such as Vicks & Whisper. With a

turnover of Rs. 500+ cores, the Company has carved a reputation for delivering high quality, value-

added products to meet the needs of consumers.

P&G Hygiene and Health Care Limited takes pride in being voted India's Best Employer 2003 in a

survey of 200 companies conducted by International HR Consultancy Hewitt Associates in

association with Business Today magazine. Earlier, the Company was voted India's 2nd Best

Employer in previous editions of the survey in 2001 and 2002. Notably, there are over 200 Indian

employees with P&G Subsidiaries abroad.

P&G and Gillette merge into one company and add five more Billion Dollar Brands to our product

portfolio including Gillette and Braun's shaving and grooming products, the Oral-B dental care line

and Duracell batteries.

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Medium Advantages Limitations

Newspaper flexibility; timeliness; good local short life; poor reproduction

Market coverage; broad acceptance quality; small “pass-along”

Audience

Television combines sight, sound, and motion; high absolute cost; high clutter;

appealing to senses; high attention fleeting exposure

Direct mailaudience selectivity; flexibility; no ad relatively high cost; “junk

competition within the same medium mail” image

Radio mass use; high geographic and audio presentation only; lower

demographic selectivity; low cost attention than TV; fleeting

exposure

Magazines high geographic and demographic long ad purchase lead time;

selectivity; credibility and prestige; some waste circulation; no

2.2. Profile of the Organization

The US based P&G is the no.1 maker and marketer of household products in the US and one of the

largest FMCG companies in the World. It was established in 1837 when William Procter, a candle

maker and his brother-in-law, James gamble a soap maker, merged their small businesses. They

setup a shop in Cincinnati and nicknamed it ‘porkoplis’ because of its dependence on swine

slaughterhouses. By 1859, P&G was generating sales of Rs. 10mn. The company introduced Ivory a

floating soap in 1879 and Crisco, the first all vegetable shortening in 1911.

Between 1940’s and 1960’s P&G embarked on a series of acquisition. The company acquired

Spic & Span (1945), Duncan Hines (1956), Clorox (1957, sold in 1968) and Folgers coffee

(1963). In 1985, P&G announced several major organizational changes relating to category

management, purchasing, manufacturing, engineering and distribution.

After witnessing a period of significant organic and inorganic growth worldwide, P&G began to face

several problems during the 1990’s. Its new products development activities seemed to have slowed

down. Reportedly, its risk-averse culture seems to be stifling innovation and obstructing

commercialization of new ideas quickly. During the late 1990’s P&G revenues were stagnant and its

income was decreasing.

By mid 2003 the company was well on its way towards achieving these targets. It streamlined its

businesses by broadly dividing them in to 5business segments- Fabric and homecare, Baby,

Feminine, and family care, beauty care, health care and Food & beverages. These segments

comprised of several product division that collectively sold more than 300 brands to nearly 5bn

consumers in 160 countries across the globe. Some major P&G brands were Tide, Ariel, Pampers,

Whisper, Pantene, Cheer, gain, head & shoulders, Clairol herbal essences, Ivory personal care, Crest,

Vicks Vaporub, Actonel and Max Factor cosmetics.

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For the financial years ending June 2003, P&G reported revenues of Rs. 86.76bn and net earnings of

Rs. 10.36bn. In 2003 the company was ranked 31 st among the fortune 500 companies. P&G had

operation in 80 countries globally. With an employee strength of around 110,000 worldwide.

3.3 COMPANY PURPOSE:

We will provide branded products and services of superior quality and value that improve the

lives of the world's consumers. As a result, consumers will reward us with leadership sales,

profit, and value creation, allowing our people, our shareholders, and the communities in

which we live and work to prosper.

3.4 COMPANY VALUES:

P&G is its people and the values by which we live.

We attract and recruit the finest people in the world. We build our organization from

within, promoting and rewarding people without regard to any difference unrelated to

performance. We act on the conviction that the men and women of Procter & Gamble

will always be our most important asset.

3.5 INTEGRITY

We always try to do the right thing.

We are honest and straightforward with each other.

We operate within the letter and spirit of the law.

We uphold the values and principles of P&G in every action and decision.

We are data based and intellectually honest in advocating proposals, including

recognizing risks.

3.6 PASSION FOR WINNING

We are determined to be the best at doing what matters most.

We have a healthy dissatisfaction with the status quo.

We have a compelling desire to improve and to win in the marketplace.

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3.7 TRUST

We respect our P&G colleagues, customers, and consumers, and treat them, as we

want to be treated.

We have confidence in each other's capabilities and intentions.

We believe that people work best when there is a foundation of trust.

3.8 COMPANY PRINCIPLES

a) We Show Respect for All Individuals

We believe that all individuals can and want to contribute to their fullest potential.

We value differences.

We inspire and enable people to achieve high expectations, standards, and

challenging goals.

We are honest with people about their performance.

b) The Interests of the Company and the Individual Are Inseparable

We believe that doing what is right for the business with integrity will lead to mutual

success for both the Company and the individual. Our quest for mutual success ties

us together.

We encourage stock ownership and ownership behavior.

c) We Are Strategically Focused in Our Work

We operate against clearly articulated and aligned objectives and strategies.

We only do work and only ask for work that adds value to the business.

We simplify, standardize, and streamline our current work whenever possible.

d) We Value Personal Mastery

We believe it is the responsibility of all individuals to continually develop themselves

and others.

We encourage and expect outstanding technical mastery and exceptional

excellence.

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e) We Seek to Be the Best

We strive to be the best in all areas of strategic importance to the Company.

We benchmark our performance rigorously versus the very best internally and

externally.

We learn from both our successes and our failures.

f) Innovation Is the Cornerstone of Our Success

We place great value on big, new consumer innovations.

We challenge convention and reinvent the way we do business to better win in the

marketplace.

3.9 DISTRIBUTION CHANNEL OF COMPANY:

Material is procured by C.G. marketing from P&G Mumbai. Then it is distributed to the wholesaler,

retailer, & distributor.

Procedure of distribution

1. Sales executive from C. G. Marketing visit to various wholesaler, and retailer

2. Then stock check by him

3. Then he take the order from shop and also suggest to add the new goods of P&G

4. Then he put forward orders to C. G. Marketing office

5. The material is outward from C.G. Marketing office to various shop from were the order is

taken.

PRODUCT PROFILE

4.1

Fabric CareProcter & Gamble has two of its world-leading detergents – Tide and Ariel, in India to cater to the

main concerns of the Indian households, namely, outstanding whiteness and stain-removal.

Ariel Front-O-Mat

Ariel 2 Fragrances

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Tide Detergent

Tide Bar

ARIEL 2 FRAGRANCES:-

In 1991, Procter & Gamble India launches Ariel detergent - another of P&G's global,

breakthrough technology products. Also, in the same year the Mandideep (Bhopal) Factory

starts its operations. Ariel is the world’s leading detergent and epitomizes ‘stain removal’.

Core Target Audience

Females seeking superior end result from their cleaning

Core Equity

Best possible cleaning as shown by stain removal

Key Features & Benefits

Provides superior cleaning, removing stains in the 1st wash.

Revolutionary new technology ‘ZPB’ helps remove clay stains better

Ideal for hand wash and top loading machines.

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Available in 2 scents to appeal more consumers.

SKU Lineup

SKU 20gm 200gm 500gm 1kg 1.5kg

MRP (Rs.) 2 26 55 107 158

ARIEL FRONT-O-MAT:-

Ariel Front-o-Mat is introduced in India exclusively for front load washing machines. The

unique tumble wash technology of front-loading machines needs a special chemistry, which

Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the need to

bucket soak and a scrub.

Core Target Audience

Females seeking superior end result from their cleaning in front-loading washing machines

Core Equity

Best possible cleaning as shown by stain removal

Key Features & Benefits

Low suds. Ideal for front-loading machines, which need a special detergent chemistry

due to their tumble wash technology.

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Using Ariel Front-O-Mat completely eliminates the need to bucket soak and scrub.

SKU Lineup

SKU 1kg

MRP (Rs.) 155

TIDE

Launched in India in mid-2000, Tide provides ‘Outstanding Whiteness’ on white clothes &

excellent cleaning on colored clothes as well. This is possible, due to its ‘anti-redisposition’

global technology, which Tide employs.

Core Target Audience

Females wanting to keep their family’s clothes absolutely clean

Core Equity

Superior whiteness for everyday family clothes

Key Features & Benefits

World’s first and most trusted detergent.

Tide provides superior whiteness for everyday clothes.

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Brightens colored clothes due to the ‘Anti-Redeposition’ global technology, which

prevents dirt from re-settling on the fabric during the wash itself.

SKU Lineup

SKU 20gm 200gm 500gm 1kg 2kg 4kg

MRP (Rs.) 2 11 26 51 102 204

4.2 Feminine CareIndian women share a special relationship with Whisper, since it spells ‘Total Freedom and

Protection’ for them especially during those crucial days of the month.

WHISPER

In 1989, Procter & Gamble India (after change in name from

RHL) launches Whisper - the breakthrough technology sanitary napkin that will

revolutionize the Indian feminine hygiene category.

In 2000, Procter & Gamble Hygiene and Health Care Limited introduced Whisper Ultra - a

revolutionary and unique product in the history of menstrual products in India.

Core Target Audience

Menstruating women, 12-49 years old, who demand the best in protection.

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Core Equity

Knows you best, protects you best.

Key Features & Benefits

Technologically superior Patented “Dri-weave” mesh top sheet covered with one-

way, cone-shaped holes that quickly pull wetness into the absorbent core and keep

it there, giving cleaner, drier protection

Release paper wrap.

Patented flexible wings wrap smoothly around panties, cover more of the sides of

the panty and flex during movement for preventing staining.

Several variants fulfill every need: Thick (Whisper Maxi) Thin (Whisper Ultra).

Whisper Maxi XL wings –Total protection from the 5 period problems.

Additional Features for Whisper Ultra

Gives more protection than other ordinary pads.

5 times thinner than ordinary pads.

Have super absorbent granules, which convert liquid into gel, locking the wetness

inside (AGM technology).

SKU Lineup

Type SKU Core Wt. Pack Size MRP

Thick Whisper Maxi Regular 8.5gm 10’s/20’s 60/115

Thick Whisper Maxi XL Wings 11.5gm 10’s/20’s 60/115

Thick Whisper Slim XL Wings 5.6gm 8’s 65

Thin Whisper Ultra with Wings 3.7gm 8’s/15’s 60/112

Thin Whisper Ultra XL with Wings 4.2gm 7’s 60

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4.3 Hair care

P&G’s Beauty Business is over US$ 10 Billion in Global Sales, making it one of the world’s largest

beauty companies. The P&G beauty business sells more than 50 different beauty brands including

Pantene, Olay, SK-II, Max Factor, Cover Girl, Joy, Hugo Boss, Herbal Essences and Clairol Nice ’n’

Easy. In India, P&G’s beauty care business comprises of Pantene, the world’s largest selling

shampoo, Head & Shoulders, the world’s No. 1 Anti-dandruff shampoo and Rejoice –

Asia’sNo.1Shampoo.

Procter & Gamble is committed to making every day in the lives of its consumers better through the

superior quality of its products and services.

Pantene Pro V

Head & Shoulders

Rejoice

PANTENE PRO V

Core Target Audience

Page | 26

Female, 18-34 years old

Core Equity

Beauty via superior hair health transformation

Key Features & Benefits

Amino Pro-V Complex that makes hair 10 times stronger.

Gentle enough for daily use, even on premed or color-treated hair.

Variants

Smooth & Silky for Straighter hair. High conditioner level for healthy, straight looking hair

with a vibrant shine.

Volume & Fullness for Thicker hair. High conditioner level for a healthier, fuller and

bouncier feel to the hair.

Lively Clean for Livelier hair. Low conditioner level that converts weighted down and oily

hair to clean, fresh and healthy hair that remain free-flowing throughout the day.

Long Black for the Long & Black hair look. High conditioner level. Darkens each strand of

hair uniformly from root to tip and enables women to keep their hair long.

Hair Fall Control for reducing hair fall by 50% in just 2 months. High conditioner level.

SKU Lineup

Variant 7.5ml 100ml 200ml 400ml

Smooth & Silky 3 54 99 164

Hair Fall Control 3 54 99 164

Lively Clean 3 - 99 -

Long Black 3 54 99 -

Anti Dandruff 3 54 99 -

Page | 27

HEAD & SHOULDERS

Core Target Audience

Male/Female, 18-34 years

Core Equity

Superior Anti-Dandruff efficacy and superbly attractive hair

Key Features and Benefits:

Anti-Dandruff shampoo with ZPT & conditioner.

Removes flakes itchiness, irritation, dry Scalp & Oiliness- the five signs of Dandruff.

Variants:

Smooth & Silky for Straighter hair: High conditioner level. Relieves hair dryness to

make the hair silky smooth.

Silky Black: High conditioner level. Has black sesame and walnut extracts that

nourish hair and scalp to make black hair look silky.

Clean & Balanced: Medium conditioner level. Has a cleansing system that gives your

hair a wonderfully clean look and feel.

SKU Line-up

Page | 28

Variant 7.5ml 100ml 200ml 400ml

Smooth & Silky 3 64 122 215

Clean & Balanced 3 64 122 -

Aloe Vera 3 64 122 -

Silky Black 3 64 122 -

Refreshing Menthol 3 64 122 -

Natural Shine 3 64 122 -

REJOICE :-

Core Target Audience:

Female, Urban and Rural, 18-30 years.

Core Equity:

Smooth, Tangle-free, easy to comb hair.

Page | 29

Key Features & Benefits

Smooth-conditioning formula gives twice as smooth and easier comb hair than both ordinary

shampoos and a combination of home remedies such as henna and amla.

Unique high-tech suspension system holds the surfactant and conditioner together, ensuring

superiority in both wet and dry conditioning.

Variants Rejoice Rich for Extra-Smooth, easy to comb hair.

Rejoice Silky Clean for oily hair.

Rejoice Complete providing dandruff protection, fragrance, and extra smooth hair,

all in one shampoo.

Rejoice Naturals that provides soft, smooth hair at Re.1/- only.

SKU Line-up

Variant 5ml 7.5ml 100ml 200ml 400ml

Rich - 2 33 59 -

Silky Clean - 2 33 59 -

Complete - 2 33 59 99

Naturals 1 - - - -

4.4 Baby Care

PAMPERS:-

Page | 30

In India, Pampers Fresh & Dry is available in a variety of three sizes –4s, 10s, and 25s.

Core Target Audience

SEC AB mothers in the age group of 25-44 years with infants

Core Equity

Pampers provides uninterrupted overnight sleep due to its superior dryness at an affordable price.

Key Features and Benefits

Can take up to 6 wettings.

Can remain dry up to 10 hours.

SKU Line-up

SKU PAD SIZE MRP

Low Count Pack of 4 Small, Medium and Large 60

Regular Pack of 10 Small, Medium and Large 140

Economy Pack of 25 Medium and Large 325

Page | 31

4.5 Health Care

VICKS

Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough Over-the-Counter (OTC)

category in India way back in 1952 and has led the category till date. Today it has completed more

than 50 years in India. Its current portfolio in India comprises Vicks Action500+, Vicks VapoRub, Vicks

Cough Drops, Vicks Formula 44 Cough Syrup and Vicks Inhaler. It was rated as ‘India’s Most Trusted

Brand’ by the ‘Advertising & Marketing’ Magazine and continues to be on top of the charts of Brand-

Equity surveys till date.

The Vicks business in India is the biggest in the ASEAN-Australasia-India (AAI) region.

Over the years, Vicks has launched several heart-tugging advertising campaigns, some of which were

– the ‘Happy Birthday Mummy’ and ‘Touch Therapy’ campaigns for Vicks VapoRub, the ‘Khich Khich

Dooor Karo’ ad for Vicks Cough Drops, the ‘Haan Bhai Haan’ ad for Vicks Action 500.

Vicks VapoRub

Vicks Inhaler

Vicks Formula 44

Vicks Cough Drops

Vicks Action 500+

VICKS VAPORUB:-

Core Target Audience:

Page | 32

Mothers with Children between 3-8 seeking comforting cold relief.

Core Equity:

Fast acting relief from the 6 symptoms of cold.

Key Features and Benefits:

Finds a place in every Indian home, due to its proven performance against cold over

decades.

Works on the 6 symptoms of cold blocked nose, breathing difficulty, cough, body

ache, congestion and headache.

Ayurvedic and safe for regular use. Contains Kapoor (Camphor), Pudinah ke Phool

(Menthol), Nilgiri Tel (Eucalyptus Oil).

Applied externally, so it is safer than pills and also doesn’t interact with other

medication.

SKU Line-up

SKU 5gm 10gm 25gm 50gm

MRP (Rs.) 10 15 30 55

VICKS COUGH DROPS:-

Page | 33

Core Target Audience:

Anyone with a minor throat irritation

Core Equity:

Tasty relief from minor throat irritation

Key Features and Benefits:

Ayurvedic & safe. Contains Kapoor (Camphor), Pudinah ke Phool (Menthol), Nilgiri Tel (Eucalyptus Oil), Ajwain ke Phool, Sugar.

Relieves and soothes throat irritation. Relieves dry and scratchy throat. Helps relieve early stages of cough. Clears the nose, soothes the throat.

SKU Line-up:

120’s jar, 350’s jar, 1000’s jars.

VICKS ACTION 500+:-

Page | 34

Core Target Audience:All adult cold sufferers who are currently using analgesic as their medicine.

Core Equity: Multi-symptomatic relief from cold.

Key Features & Benefits:

Provides headache and nasal relief, unlike analgesics which provide relief only from headaches.

Vicks Action 500+ has actives that not only relieve major symptoms of your cold including headache, body ache, sore throat pain, feverishness ( due to cold) , blocked nose, runny nose, but also keep you mentally alert & focused .

Each tablets contains Paracetamol (500mg), Phenyl Panola mine HCI (25mg) and Caffeine (32mg).

SKU Line-up:

Page | 35

SKU MRP/(Rs.)

Box of 12 strips 135.84+LTE

Box of 30 strips 339.60+LTE

VICKS FORMULA 44:-

In October 2003, Procter & Gamble Hygiene & Healthcare Ltd. launched New Vicks Formula

44 Cough Syrup which uniquely provides safe, effective and long lasting relief for up to eight

hours from tough persistent coughs due to colds, as compared to four-hour relief provided

by a single dose of most popular cough syrup brands.

Core Target Audience:Households with some member suffering from cough.

Core Equity:

Providing up to 8 hours of cough relief

Key Features & Benefits:

Provides up to 8 hours of cough relief with an adult dose of 10ml.

Comes with an easy to use dosing cough with clear dosage markings.

Active Ingredient is Dextromethorphan Hydrobromide, recommended by WHO as

safe.

Vicks Formula 44 has no side effects such as drowsiness and blurred vision.

SKU Line-up:

Page | 36

VICKS INHALER

Core Target Audience

Any one suffering from blocked nose due to cold

Core Equity

Fast relief from nasal congestion

Key Features & Benefits

For fast temporary relief of nasal congestion due to the common cold, hay fever,

upper respiratory allergies of sinusitis.

Page | 37

SKU MRP (Rs.)

50ml 25+LTE

100ml 39+LTE

Special formula Vicks Inhaler shrinks swollen membranes to provide fast relief from

stuffy nose.

Easy to use and convenient to carry.

SKU Line-up:

SKU MRP (Rs.)

0.5ml 25

4.6 Oral Care

For more than 50 years, Oral-B has produced the highest-quality dental hygiene products for you,

your family and dental professionals worldwide. Trust the brand more dentists use themselves

worldwide.

4.7 Duracell

Page | 38

Whether you're monitoring a human heart, photographing outer space with an IMAX camera or

simply taking a few snapshots at home, depend on Duracell.

4.8 Grooming & Personal Care

Gillette M3Power The Gillette M3Power razor is the first battery-powered shaving system from Gillette

Gillette Mach3 and Mach3 Turbo

Gillette's best manual razor for a close shave, with less irritation - Even when shaving against

the grain

Gillette M3 Power and M3 Power Nitro

The Gillette M3Power razor is the first battery-powered shaving system from Gillette.

After Shave Lotion

Combines the refreshment of a lotion with the masculine invigorating fragrance of Old Spice

Pre-electric Shave Lotion

For a smoother, more comfortable shave, apply to the face prior to an electric shave.

Gillette Fusion Pre and Post Shave

Page | 39

A range of shaving gels and foam plus a post-shave Hydra Soothe Balm and Hydra Cool Gel

to calm your just-shaved skin

Gillette Fusion Manual and Fusion Power

Gillette's Best Shave in Manual and Battery Power.

The following products made by Gillette/Procter & Gamble contain PVC plastic in the

packaging:

Fusion Razor (20001906)

Mach3 Razor

Turbo Razor

Fusion Razor

Venus Vibrance Razor

Gillette For women - Venus razor blade

Gillette M3 Power razor blade

Gillette Sensor 3 for women razor blade

Gillette Venus divine razor blade

Gillette m3 power nitro razor

2.5. S.W.O.T Analysis of the Organization

SWOT ANALYSIS

Strengths

Page | 40

P&G brand one of the biggest MNC brand

World No.1 in US, Europe and Chinamarkets

Wide distribution Network

Broad portfolio of products at multiple price points

Strong brand portfolio  

Weakness

Strong competitors

Substitute products

No advertisements  

Opportunities

Huge untapped rural market

Increasing the volume of production

Has the potential to become the market leader

Toothpaste consumption very low in India at 92gms per household per month

Threats

Strong competition from already existing brands

Emergence of small but strong regional players

Economic crisis

Chances of Price War

Increase in labor production cost

Political Effects

CHAPTER-3

RESEARCH METHODOLOGY

2.1 Overview of the Project

Page | 41

The management decision process has become complex and requires an effective and full

proof management information system. During the year of growing complexities, the

management needs more and more rigorous information to reduce uncertanties involved in

introducting new products and penetrating a new market. Market research has today becomes

an important component of the marketing information system, to manage all areas of

management in general amd to marketing management in particular.

Marketing research is the collection, analysis and interpretation of facts and figures

pertaining to marketing management.

Marketing management needs esential information regarding products, prices,market

condition of demand and supply, customer’s need and desires, selling methods, physical flow

of goods, competitive decision, external marketing environment and other factors of

marketing thus a systematic approach is applied termed as research methodology.

Glasser has defined “Market research is the application of scientific method of the study of

the factors that affects the buying decision in a given market and the profitability of the

business concerned”

2.7.1 TYPES OF RESEARCH DESIGN

1) Exploratory Research:

Research design the major emphasis is on gaining ideas and insights. It is particularly helpful in

breaking broad, vague problem statements into smaller, more precise sub problem statement.

Page | 42

Specify what information will be sought

Determine wording of each question

Determine sequence of each question

Determine type of the questionnaire and method of

administration

Determine forms & response to each question

Determine consent of individual

question

Determine physical characteristics of questionnaire

2) Descriptive Research:

Descriptive studies are undertaken in many circumstances. When the researcher is interested in

knowing the characteristics of certain group such as age, sex, occupation, education level, or income,

a descriptive study may be necessary.

2.8 DATA COLLECTION

Primary Data: -

Primary data is collected through survey method. Survey method involves collecting data by

administrating a structure or non-structure questioners. The questionnaires were prepared using

very simple and non-technical words. To serve the wholehearted co-

operation without wasting more time of respondents, the questionnaire was short and to the point.

To collect the relevant data for a research data will be collected in the form of questionnaire

designing. Designing the questionnaire is not easy job it will be formulated in carefully means which

type of information to be collected, type of questions, question wording, sequencing and layout and

presenting these all of things are designing in well manner

The questionnaire design procedure follows following steps. The said questionnaire is attached in

the appendix section.

Page | 43

Fig 2.3: Questionnaire Design Steps

2.9 SAMPLE SIZE AND SELECTION

PROCESS

Once the researcher has clearly specified the problem and developed an appropriate

research design and data collection instrument, the next step in research process is to

select those element from which sample will be drawn.

Page | 44

The sample selection process requires the form of sample be specified. For this purpose, researcher

has subjectively decided which particular group will be part of the study.

In a sample survey a small part of the entire population is subjected to the research. This

sample is considered to be the true representative of the entire universe and decided upon

certain criteria.

The sample size has been kept to 50 as it was considered large enough to reliable result. After the

sample size is decided, the next step was to meet the respondent personally and to collect data from

them through personal interviews.

After conducting the personal interview of the respondents the next step was to arrange the

collected data finally coded and tabulated to obtain the results. The present study used MS Excel

package for the purpose of tabulation, which allows all kind of elementary statistical calculation.

After tabulation the data was ready for calculations to draw necessary inferences.

g. Limitations

The present has following limitations.

1. It was somewhat difficult to get the questioner completely filled by the respondent as most

of the times they were busy and could not give sufficient answer and sufficient information

even though they have it and the information from respondents are very important for the

research.

2. Some of the respondents were that not much serious about filling the questioner.

3. Some of the respondents left some questions unanswered and as such it was little difficult to

draw and generalize the conclusion from them.

4. Some of them want to hide the fact so they did not respond and participated in the survey

wholeheartedly.

5. The findings entirely depend upon the willingness & mental condition of the respondents.

6. Some respondents were unable to understand the question due to various problems like

language barrier.

Page | 45

CHAPTER-4

DATA ANALYSIS

DATA ANALYSIS AND FINDING

Page | 46

Do you face any disturbance from P&G sales executive while arranging visibility and stock checking?

Option No. of Respondent Percentage

Yes 13 26%

No 37 74%

Total 50 100%

Table no 7.10 Disturbance from Sales Executive

Disturbance from sales executive

13

37

0

5

10

15

20

25

30

35

40

Options

No. o

f Res

pond

ents

No. of Respondent 13 37

Yes No

Chart no 7.10 Disturbance from Sales Executive

From the above graph it is evident that 74% respondents not face any disturbance while

arranging visibility and stock checking by P&G sales executive and only 26% respondent

face disturbance.

Are you satisfied with the facility given by the P&G?

Page | 47

Sr.no FactorStrongly

AgreeAgree

Neither Agree Nor Disagree

DisagreeStrongly Disagree

Total

1 On Time Delivery 39 5 4 1 1 50

2 Product Availability 13 22 11 4 0 50

3 Scheme Follow-ups 6 16 25 3 0 50

4 Stock Checking 3 16 19 11 1 50

5 Replacement 3 12 20 13 2 50

6 On time visit 4 9 21 12 4 50

Table no 7.11(a) Facility given by P&G

Facility given by P&G

39

13

63

34

5

22

1616

129

4

11

25

19

2021

14

3

1113

12

10

01

24

0 10 20 30 40 50 60

On Time Delivery

Product Availability

Scheme Follow-ups

Stock Checking

Replacement

On time visit

fact

ors

Response

Strongly Agree

Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Chart no 7.11(a) Facility given by P&G

Page | 48

Cumulative Analysis

S. No. Factor SA*5 A*4 N*3 D*2 SD*1Cumulative

score

1 On Time Delivery 195 20 12 2 1 230

2 Product Availability 65 88 33 8 0 194

3 Scheme Follow-ups 30 64 75 6 0 175

4 Stock Checking 15 64 57 22 1 159

5 Replacement 15 48 60 26 2 151

6 On time visit 20 36 63 24 4 147

Table no 7.11(b) Facility given by P&G

Cumulative score230

194175

159 151 147

0

50

100

150

200

250

On TimeDelivery

ProductAvailability

SchemeFollow-ups

StockChecking

Replacement On time visit

factors

scor

e

Chart no 7.11(b) Facility given by P&G

Are you satisfied with the company’s promotional activity?

Option No. of Respondent Percentage

Page | 49

Yes 39 78%

No 11 22%

Total 50 100%

Table no. 7.12 Promotional activity satisfaction

Promotional activity satisfaction

0

10

20

30

40

50

options

Resp

onde

nts

No. of Respondent

No. of Respondent 39 11

Yes No

Chart no. 7.12 Promotional activity satisfaction

From the above graph it is found that 78% respondents are satisfied with the company’s

promotional activity and only 22% are unsatisfied with it.

Is advertise increase the sales of P&G products?

Option No. of Respondent Percentage

Yes 37 74%

No 13 26%

Total 50 100%

Table no. 7.13 Impact of Advertise

Page | 50

37

13

0

10

20

30

40

Respondents

Yes No

option

Impact of Advertise

No. of Respondent

Chart no. 7.13 Impact of Advertise

From the above graph it is found that 74% respondents are agree with that advertise increases

the sale and only 26% respondents are disagree.

If you are a golden store, then what are the factors that have the impact pl. rate in the mention scale?

Sr.no FactorIncrease

Slightly Increase

No Effect

SlightlyDecreas

eDecrease Total

1 Sales 39 4 6 1 0 50

2 Profit Margin

13 26 7 1 3 50

3 Demand 5 22 22 1 0 50

4 Consumer satisfaction

11 22 22 5 0 50

5 Product Availability

16 14 18 2 0 50

Page | 51

Table no. 7.14(a) Impact of Factors

Impact of factors

39

135

1116

4

26

22

2214

67

22

22

18

11

1

5

20

30

0

0

0 10 20 30 40 50 60 70

Sales

Profit Margin

Demand

Consumer satisfaction

Product Availability

optio

n

respondents

Increase Slightly Increase

No Effect SlightlyDecrease

Decrease

Chart no. 7.14(a) Impact of Factors

Cumulative Analysis

Sr.no Factor I*5 SI*4 NE*3 SD*2 D*1 Total

1 Sales 195 16 18 2 0 231

2 Profit Margin 65 104 21 2 3 195

3 Demand 25 88 66 2 0 181

4 Consumer satisfaction

55 88 66 10 0 219

5 Product Availability

80 56 54 4 0 194

Page | 52

Table no. 7.14(b) Impact of Factors

cumulative Analysis

231

195181

219194

0

50

100

150

200

250

Sales Profit Margin Demand Consumersatisfaction

ProductAvailability

factors

Scor

e

Chart no. 7.14(b) Impact of Factors

From the above graphs it is observed that factor have impact

1.Sales increase with 231 score and Customer satisfaction increase with score 219

2. Profit Margin and Product Availability slightly increases with score almost equal

3.Demand is also Slightly increases with score 181.

Page | 53

RECOMMENDATION

From the data interpretation and conclusion there are some suggestion, which can help

company to build up strong position in market and to increase the sale of products.

1. As, it is to be known that advertisement and promotional activities plays a vital role in

influencing the purchasing decision of the product so P&G should invest on advertisement.

2. P&G should more concentrate on facility like on time visit, replacement.

3. The company should promote the Golden Store Scheme to all categories of shops.

4. The company should keep watch of the competitors schemes.

Page | 54

CHAPTER-6

CONCLUSION

CONCLUSION

The present study was basically designed to identify sales promotion activity of P&G in Delhi

city. The objective of the this study are

1. To study the present distribution channel of the P&G product in Delhi city.

2. To study the scheme of golden shop.

3. To study the impact of this scheme on sales of retailers & wholesalers.

4. To study the awareness about the scheme.

Page | 55

For this study sample size was 50. All of them were interviewed by structured questionnaire.

The distribution channel of P&G as studied in organization profile Chapter 3 (3.9) found that

to be good for P&G products.

According to the study in chapter 6 Golden store Scheme is recognized if all the products of

P&G are in a shop.

When the respondents were asked the question about their awareness regarding the

Golden Store concept (Q. No.1) almost 74% (Table No.7.2) have shown their awareness in

this regard.

It is found from the study that 65% (Table no.-7.5) of the respondents are want to make

there P&G products.

When the respondents were asked about the various benefits regarding the Golden Store, in

tabulated form (Q. No. 6) among all the benefits Jo Dikhata Hai Wo Bikata Hai (Table No.7.7)

comes out as a strong known benefit.

When the respondents were asked for the general factor (Q. No.7) like scheme,demant in

the market, brand name P&G etc.. etc…Scheme(Table No. 7.8(a)) comes out as a very

important factor for making Golden Store, so scheme plays very crucial role while making a

Golden Store.

When the respondents were asked about the facility given by the P&G (Q. No.10) like on

time delivery, product availability, replacement, etc..etc..on time delivery(Table No. 7.11(b))

comes out to be Strongly agreed facility given by the P&G.

It is found from the study that 78% (Table no.-7.12) of the respondents are satisfied with the

company’s promotional activity.

When the respondents were asked about unavailability of P&G product (Q. No. 13) than

they sales other brand product like HUL.

When the respondents were asked about the impact of Golden Store on the factors (Q. No.

14) like sales, profit margin, demand etc..etc..increase in the sales (Table No. 7.13(b)) comes

out to be strong factor.

Page | 56

As it is a sample survey we can assume that these are the true representatives of the entire

population. From above drawn conclusion we can say that the Golden store scheme is good for the

wholesaler and retailers in Delhi city.

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Harvard Business Review

c. Magazines

Business India

Business World

Gloom

d. Internet

i. Sites:

www.blonnet.com

www.superbrandsindia.com

ii. Search Engines

http://www.google.com

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