Summer Internship Project

On
Study the distribution channel of lighting industry in
Kolkata

Presented by:-

Mr. Ranjay Kumar

Akansha
GM18176
Banshal
Section- C
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 Introduction of Topic

 The distribution channel is one of the most important factor of growth of

any business that’s why the Jaquar is doing a research to understand the
distribution channel.

 Distribution channels are one of the key aspects of driving your

business. Listed as one of marketing’s 4 P’s, placement, or distribution, is
part of the overall marketing strategy of a business.

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 Justification of Topic

Choosing a distribution channel is a pivotal decision for your

business. What you choose determines how your products are
handled and the speed in which they are delivered.

Among the several factors that affect your decision are the following:
Type of product

Market

Middlemen

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 Objectives of the Study

 To understand the distribution channel decision.

 To understand the distribution channel strategies.

 To understand the distribution channel management.

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 Research Methodology

• Research Design- Descriptive Research

• Sample Unit- Distributor and Retailers

• Sampling Techniques- Non Probability Techniques

• Sample Size- 50

• Data Collection Instrument- Questionnaire, Personal interaction

• Data Sources- Primary and Secondary Data

• Sample Area- Kolkata

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 Distributorship

1 1

13 Philips
Syska
25 Havells
Eveready
Others

10

Distributionship Duration

4
11

Lerss than a year

1-3 years
3-5 years
8 5 years
27

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 Reason for selling

2
5
Margin
Promotional Scheme
23 Demand
12 Dealer Relationship
Credit Policy
Other Reasons

7
Delivery Lead Time

20 16 6-12 hours
1-2 days
2-7 days
more than 7 days

12

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 Representative behavior

2 Highly satiesfied
Satisfied
4 Unsatisfied
Highly unsatiesfied
35

Damage Policy Rate

Damage Policy Rate

12
12 17
17 Satisfied
Satisfied
Unsatisfied
Unsatisfied
Highly satisfied
Highly satisfied
Highly unsatisfied
Highly unsatisfied
12
12
9
9

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 Major Findings

Almost most of distributors were found which were involved with

Philips followed by Syska, Havells and Eveready and also some of
them belong from Wipro and some local brand.

Lead time of delivery is not well and they faced lack of

communication gap and some time unable to fulfill the demand of
distributors.

Most of distributors have main focus on profit margin only not on

building a good relationship to their customers.

Some of distributors are not happy with company credit policy.

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 Recommendations

For Jaquar advertisement is not enough till now to spread awareness

around the customer.

 More marketing is required to get in knowledge in the customer mind.

 Some discount scheme may play a crucial role in advertisement.

 Can do advertising through Google pop up (SEO Marketing).

Dedicate Resources

Engage in Value Engineering

Collaborate

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 Conclusion

 The Jaquar must continue to identify the problem of distributor and

behavior and further continue to satisfy the changing needs of the
distributor as well as Customers.

 Moreover, if Jaquar wants to prove itself the leading brand in

Lighting industry too, it has to increase the distribution channel for the
customer comfort for its usage. The services should be such like that it
can be easily available to any customer easily.

 Jaquar lighting is changing the lighting industry and is having the

major effects on the relationships with their external partner.

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THANK

YOU ANY
FOR
?
YOUR

ATTENSION

GLBIMR PGDM BATCH 2018-20