SALES AND DISTRIBUTION

REPORT

DISTRIBUTION CHANNEL OF WHISPERS

-by
Suddhata Arnab
 Submitted to: Prof. Rahul Gupta Choudhury

Date: 31st August, 2017

Acknowledgement

The perception of the project Distribution system on P&Gs female care product was very
enchanting and interesting for us to undertake. We finished this assignment in presence of
guidance, co-operation, inspiration & unforgettable blessing of our teacher Prof. Rahul Gupta
Choudhury (Faculty, Sales and distribution Management).

We would like to express our heartfelt gratitude and immense respect to Prof. Rahul Gupta
Choudhury. We wish to thank him for making us understand the concepts related to Sales
and distribution Management in a lucid and simple manner and for his patience in clearing
all our doubts.

Contents

About P&G:..............................................................................................2
Distribution of whisper: ............................................................................2
Product portfolio and SKUs:.....................................................................3
Analysing Business Markets....................................................................5
Sales Promotion:......................................................................................5
Channel Study:.........................................................................................5
Study of Sales Force:...............................................................................7
Competition:.............................................................................................8
About P&G:

P&G is one of the largest and amongst the fastest growing consumer goods companies in
India. Established in 1964, P&G India now serves over 650 million consumers across India.
Its presence pans across the Beauty & Grooming segment, the Household Care segment as
well as the Health & Well Being segment, with trusted brands that are household names
across India. These include Vicks, Ariel, Tide, Whisper, Olay, Gillette, Ambipur, Pampers,
Pantene, Oral-B, Head & Shoulders, Wella and Duracell. Superior product propositions and
technological innovations have enabled P&G to achieve market leadership in most
categories it is present in. P&G India is committed to sustainable growth in India, and is
currently invested in the country via its five plants and over nine contract manufacturing
sites, as well as through the 26,000 jobs it creates directly and indirectly. Our sustainability
efforts focus on Environmental Protection as well as Social Responsibility to help develop the
communities we operate in.

P&G operates under three entities in India - two listed entities Procter & Gamble Hygiene
and Health Care Limited and Gillette India Limited, as well as one 100% subsidiary of the
parent company in the U.S. called Procter & Gamble Home Products Procter & Gamble
Home Products

Distribution of whisper:
By taking the example of Whisper a product by Proctor & Gamble we now explain the
distribution strategies adopted by sanitary napkins to reach its target consumers.
Whisper as a brand generates maximum of its sales volumes by being easily being available
through intensive retailing. P&G has focused most of its attention on the distribution of
Whisper, given the utility it holds for women.

Whisper is available through retail stores in almost every corner of any city in India. Its ease
of availability is what makes it popular amongst the consumers.
Listed below are many locations where it had a strong presence:

-departmental stores

-grocery shops

-medical shops

-supermarket
-hypermarket

Another avenue of distribution which the brand had explored and tapped very efficiently is
the E-commerce websites. There are multiple websites selling a range of Whisper products
such as amazon, Snapdeal, Nykaa etc.

Product portfolio and SKUs:

P&G has divided its market into three parts i.e. P&G Health Care Ltd., P&G Home Products
Ltd., & Gillette. The company has put the hair care segment into P&G Home Products
Limited.

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.

In the twin city of Cuttack and Bhubaneswar, Procter and Gamble has started his own
distribution network due to some internal reasons and it is mainly controlled by the depot
Sambalpur-west and Berhampur-south.

The stock keeping unit consists of:

Whisper Ultra Clean L/XL wings

Whisper Ultra Nights XL/XXXL wings

Whisper Ultra Soft L/XL wings

Whisper Maxi Fit Regular/XL/XXL wings

To conquer the complete market and cover almost every segment, Whisper has extended its
product range to the widest horizon. Just to give a brief about the various options made
available by Whisper Sanitary Napkins to its customers follow the table below:

Day-time Use Night-time Use

Brand
Amount/pack Price/pack Amount/pack Price/pack

Whisper Ultra NA NA 7 pads to 30 Rs.78 to

Clean L/XL pads Rs. 300
wings

Whisper Ultra NA NA 3 pads to 30 Rs.165 to

Nights XL/XXXL pads Rs. 320
wings

Whisper Ultra 7 pads to 15 Rs.80 to NA NA

Soft L/XL wings pads Rs.140

Whisper Maxi 7 pads to 15 Rs.75 to NA NA

Fit pads Rs.135
Regular/XL/XXL
wings

Apart from the above product assortment, Whisper also offers combo packs to lure its
consumers to make more and more purchase. Two of such combo pack products are:

Whisper Day & Night combo featuring Whisper Ultra Nights + Whisper Ultra Clean, priced
@Rs.150. It ensures that the consumer will have round the clock protects. It projects itself as
a complete package.
Whisper Ultra Clean + Whisper Ultra Nights, priced @Rs.135. This is a more economical
version of the previous one.

Analysing Business Markets:

The buyers of the business or the customers face numerous decision dilemmas in marking a
purchase. The basic three types of buying situation that a customer face is:

Straight rebuy - the purchasing department of any organisation reorders supplies i.e., bulk
sanitary napkins on a scheduled basis and selects from suppliers on approved list. These
suppliers especially make an extra effort to maintain product and service the quality of the
product and more than often also propose automatic reordering systems to save time.

Modified rebuy - the buyer wants to change any specifications of the product for example
prices, delivery requirements etc. This process usually requires additional participants on
both the parties.

Sales Promotion:

Sales promotion describes promotional methods using special short-term techniques to

persuade members of a target market to respond or undertake certain activity.

P&G and J&J both are not giving any type of sales promotion in twin cities market. The small
companies like Sofy and Carefree are providing facilities like extra money to the retailer for
keeping their product and this giving in terms of discount.

P&G is providing some incentive on huge sales like the profit percentage can vary in some
season and it may touch up to 9%-15%.

Channel Study:

With the help of a Distribution channel study you can get a detailed overview of the
distribution structures of present market. Channel study enables us to find out the flow of
the product in the market and how it works.

In twin cities, the company has established his own distribution network and supplied the
order based on sales man report or the basis of the order supplied by the shop keeper over
the phone.
So, the distribution system should likely to be as follows.
 Retailer

Company Depot

Retailer

Company had previously distributed the products to the product through the M/s OM
Associate, Khapuria and Pokhriput, BBSR. Due to heavy credit, the company had started its
depot in between twin cities and supplied through this depot by their sales person.

But there are some problems their system that they usually collect the money in form
demand draft and supplied the product after that. So, some retailers are not interested to
keep their product from company. So, they collect the product from a big retailer and that
retailer behaves like wholesaler. That retailer is doing the work of bulk breaking and supplied
the products to the small retailer by keeping some margin on the total products.

So, the distribution ship likely to be as follows.

Small Retailer

Company Depot Big

Retailer
Small Retailer

And this type of big retailer is in Malgodown(CTC) Area and Unit-8 area(BBSR).

Some retailer has directly picked up their goods from company depot and they are usually
made payment through the DD. But there is a money limit and quantity limit to take the
goods. The goods should be more than 5 Boxes and the amount should be more than Rs
35,000.
Even some retailers have been collecting their products through their association and bulk
breaking between them. This type of distribution system has adopted by some retailers in
suburb of Bhubaneswar where a significant demand would likely to be there. But companys
sales person is not visiting these places.

So, the distribution system in graphical from would likely to be as follows.

Company Depot

Associations

Small Retailer
Small Retailer

Study of Sales Force:

The sales team is hierarchically mentioned hereby:

Sales Manager
Business Executive
Sales Team Leader
Distributor Sales Executive
The work is for 6 days a week. Starting from taking the order in one day and delivering the
order the next day, from the 28 Godowns that are present out in both Bhubaneswar and
Cuttack. 120 Distributor Sales Executive use bikes and their travelling expenses are
reimbursed. Adding to that the distributor, i.e. OM ASSOCIATES has, 120 delivery boys and
68 vehicles are provided to them. The sales force usually works in the market from 9 am to 3
pm. The Distributor Sales Executive visits 50 wholesalers each day

Competition:

The Indian sanitary napkins business has the following dominant players apart from Whisper
Sanitary Napkins:

Though the main competitor of Whisper Sanitary Napkins is Stayfree, there are other new
players in the market that can give a competition to Whisper for a short span of time.
Amongst all the competitors such as Carefree, Kotex, Sofy, Stayfree, She and Dont Worry
sanitary napkins Kotex is emerging as a great challenge. Lower in cost as compared to
Whisper and Stayfree and almost average performance is the prime reason behind its
popularity among young consumers.

Interestingly, Kotex is also a Johnson & Johnson product same as Stayfree, which means that
these two products if combined will have a higher share than Whisper alone.