Documenti di Didattica
Documenti di Professioni
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EDUCATION
Sauarbh Dixit
1542
Acknowledgement
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I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals. I would like to
extend my sincere thanks to all of them.
I am highly indebted to Dr. Shekhar Srivastava for his guidance and constant
supervision as well as for providing necessary information regarding the
project & also for his support in completing the project.
I would like to express my gratitude towards other faculty member as well
for their kind co-operation and encouragement which helped me in
completion of this project.
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Research Methodology
For my project I have taken all the data from secondary source which is
internet. I have research and gone through different websites to do research
on the topic.
Primary
Conducted a small research manually with Gomti Nagar Area with
small distributors of the same organization
Secondary
All the secondary data collected from Internet from different websites.
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Objective of the project
To know different strategies of sales & distribution channels
To know about the company Procter & gamble
How channels of distribution work in the organization effectively
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Introduction
Channels of Distribution
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These channels of distribution are broadly divided into four types:-
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Producer-Retailer-Customer:- This channel of distribution involves only
one middlemen called 'retailer'. Under it, the producer sells his product to
big retailers (or retailers who buy goods in large quantities) who in turn sell
to the ultimate consumers. This channel relieves the manufacturer from
burden of selling the goods himself and at the same time gives him control
over the process of distribution. This is often suited for distribution of
consumer durables and products of high value.
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Products of low unit value and of common use are generally
sold through middlemen. Whereas, expensive consumer goods and
industrial products are sold directly by the producer himself.
Perishable products; products subjected to frequent changes in
fashion or style as well as heavy and bulky products follow relatively
shorter routes and are generally distributed directly to minimise costs.
Industrial products requiring demonstration, installation and
aftersale service are often sold directly to the consumers. While the
consumer products of technical nature are generally sold through retailers.
An entrepreneur producing a wide range of products may find it
economical to set up his own retail outlets and sell directly to the
consumers. On the other hand, firms producing a narrow range of products
may their products distribute through wholesalers and retailers.
A new product needs greater promotional efforts in the initial
stages and hence few middlemen may be required.
If the market for the product is meant for industrial users, the
channel of distribution will not need any middlemen because they buy the
product in large quantities. short one and may as they buy in a large
quantity. While in the case of the goods meant for domestic consumers,
middlemen may have to be involved.
If the number of prospective customers is small or the market
for the product is geographically located in a limited area, direct selling is
more suitable. While in case of a large number of potential customers, use
of middlemen becomes necessary.
If the customers place order for the product in big lots, direct
selling is preferred. But,if the product is sold in small quantities, middlemen
are used to distribute such products.
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A new business firm may need to involve one or more middlemen in
order to promote its product, while a well established firm with a good
market standing may sell its product directly to the consumers.
A small firm which cannot invest in setting up its own distribution
network has to depend on middlemen for selling its product. On the other
hand, a large firm can establish its own retail outlets.
The distribution costs of each channel are also an important factor
because it affects the price of the final product. Generally less expensive
channel is preferred. But sometimes, a channel which is more convenient to
the customers is preferred even if it is more expensive.
If the demand for the product is high, more number of channels may
be used to profitably distribute the product to maximum number of
customers. But, if the demand is low only a few channels would be
sufficient.
The nature and the type of the middlemen required by the firm and its
availability also affect the choice of the distribution channel. A company
prefers a middleman who can maximise the volume of sales of their product
and also offers other services like storage, promotion as well as after sale
services. When the desired types of middlemen are not available, the
manufacturer will have to establish hisown distribution network.
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William Procter James Gamble
During the American Civil War, the company won contracts to supply
the Union Army with soap and candles. In addition to the increased
profits experienced during the war, the military contracts introduced
soldiers from all over the country to Procter & Gamble's products.
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By giving the workers a stake in the company, he assumed correctly that
they would be less likely to go on strike.
As radio became more popular in the 1920s and 1930s, the company
sponsored a number of radio programs .As a result, these shows often
became commonly known as "soap operas“.
Procter & Gamble maintained a strong link to the North East of England
after this acquisition.
Numerous new products and brand names were introduced over time, and
Procter & Gamble began branching out into new areas.
One of the most revolutionary products to come out on the market was
the company's "Pampers", first test-marketed in 1961.Prior to this point
disposable diapers were not popular .Although Johnson & Johnson had
developed a product called "Chux". Babies always wore cloth diapers,
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which were leaky and labor intensive to wash. Pampers simplified the
diapering process
In 1994, the company made headlines for big losses resulting from
leveraged positions in interest rate derivatives, and subsequently sued
Bankers Trust for fraud; this placed their management in the unusual
position of testifying in court that they had entered into transactions they
were not capable of understanding.
In 1996, Procter & Gamble again made headlines when the Food and
Drug Administration approved a new product developed by the company,
Olestra .Also known by its brand name Olean, Olestra is a substitute for
fat in cooking potato chips and other snacks that during its development
stages is known to have caused anal leakage and gastro-intestinal
difficulties in humans.
The acquisition was approved by the European Union and the Federal
Trade Commission, with conditions to a spinoff of certain overlapping
brands.
The deodorant brands Right Guard, Soft & Dri, and Dry Idea were sold
to Dial Corporation. The companies officially merged October 1, 2005. In
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2008, P&G branched into the record business with its sponsorship of Tag
Records, as an endorsement for TAG Body Spray.
For example, P&G's corporate strategists must account for the likelihood
of one of their products cannibalizing the sales of another
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VISION AND MISSION
• Vision:
• Mission:
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.
• Beauty segment
• Grooming segment
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AWARDS
Fortune:
Barron's:
Named to list of the Global 100 Most Sustainable Corporations in the World,
with top rankings from 2000–10
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Other threat controversies of the past
Price fixing
Toxic shock syndrome and tampons
Animal testing
Other product
Logo controversy
Former P&G logo
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MANUFACTER
PLANT
C/F
DISTRIBUTOR
OUTLETS/ SHOPS
END CONSUMER/
USER
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All the Micro and Macro Environment features have been covered in this
project
Promotions and Integrated marketing Communications
Integrated Marketing Communication (IMC) is a term that emerged in
the late 20th century regarding application of consistent brand messaging
across myriad marketing channels. The term has varying definitions
depending upon the source cited. These definitions continue to form an
ongoing discussion in marketing - and therefore are included here for
review, as the differences in these discussions can play a part in how IMC is
viewed and utilized.
Organizational culture
Four P's
Advertising
Online/internet marketing
E-commerce
Search engine optimization (SEO)
Search engine marketing (SEM)
Mobile Marketing
Email marketing
Content marketing
Social Media ( Facebook, Twitter, LinkedIn, Google +, Foursquare,
Pinterest, Youtube, Wikipedia, Instagram)
Sales & customer service
Public Relations
Promotions
Trade shows
Corporate philanthropy
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Slogans
'The World Class Quality That Improving Your Life' (1984-1997)
'Improving The Quality Of Your Life' (1997-2012)
'Touching Lives, Improving Life' (2012-present)
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Recommendation & Conclusion
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Bibliography
www.P&G.com
www.mbaknow.com
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