Omkar Medical

Sampling Parameters : Trade profile Category Turnover Size Geographical Area Location Area Name of Owner Monthly Avg. Turnover Store Size Number of Employees Age Customer Satisfaction Level Retail Pharmaceutical and Personal Care Shop Big TZ 2 Market LT Road, Boriwali (W) Praful Bhai 10 Lacks 20*10 ft 8 + 2(Owners) 40 High for Medical products. Low for FMCG. For Medical products will go to a nearby shop and deliver it to its customer. For FMCG wont bother to go to the next shop to serve his customer

Assortment: OTC 20% Medicines 80% Buys OTC worth 2 Lacks and Medicines worth 8 Lacks per month. Margin on : OTC Medicines

10% to 12% 20% to 25%

Very few imported Deodorants were stocked. These were bought from a moving wholesaler who sources it from Manish Market. Buys OTC mainly from Distributors and sometimes from moving wholesalers. Gets all schemes, margins and displays from distributor. Gets almost the same rates from both distributor and wholesaler, only difference is that distributor gives schemes with are not offered by wholesaler. Buys from a wholesaler only if there is an urgent need for a product. Both the distributor and wholesaler ready to deliver one products also. In fact, the owner did not know the difference between which of his suppliers was a wholesaler and which was a distributor. Buys mainly on cash against a bill from distributor and without bill from wholesaler. Gives delivery too. Believes that going to Majid and Booker is profitable but does not have the tie or patients to travel and carry so much.

Sometimes the owners wife goes to close by malls like DMart to buy personal goods and in the process picks up articles that have good offers and can be sold in the shop. Ex: V-John Shaving cream had a buy 1 get one free offer in DMart. So the owners wife bought some packs with were sold individually in the shop. Nyle shampoo too was at bought from DMart to be sold from their shop as it was at a cheaper price than that offered by distributor. Important Criteria Delivery to his shop. Want to be a semi wholesaler for Metro. Is ready to arrange for storage space if hes made a semi wholesaler for OTC and other FMCG products.

BEAUTY SHOP
TYPE: Standalone Modern Trade Outlet for Imported products Location: Kandiwali (W) Assortment: Mainly beauty products and imported articles. This store is a destination shop for saloons and beauty parlours to make their weekly/monthly purchases. Machines used in a saloon/ beauty parlour like hair straighter, sterilizer, hair dryer, massager etc were available. Most of the items were imported from China, Middle East and Thailand. The shop was mainly targeting women customers as it had only female sandals, handbags, cosmetics and household items like utensils, glass and steel cutlery, shoe pieces, lamps. Other than this Baby care products like dippers, lotions and clothes and shoes were also stocked. Key chains, Toys, most of the Toiletries were bought from either Majid or imported from other countries. Notebooks, story books and other stationary items were not branded. They were either locally bought well packed products or imported from China.

Pricing: the owner himself decides on how much to price a product based on his experience in the industry. Generally all products are priced at least 15%over the purchase price. Price for chocolates varies depending on their expiry date.

Buying: the owner himself goes go Majid 3 to 4 times a week to buy imported and local goods. Branded cosmetics are bought from distributors.

Selling: sells to both end customers and other retailers. Price for both remains almost the same. For other retailers reduces 1% that what he sells to end customer.

NANKUMAR ENTERPISE
TYPE: Standalone Modern Trade Outlet AREA: Slum MONTHLY TURNOVER: 15 Lacks ( 60% groceries and rest FMCG) ASSORTMENT: Food and Non Food FMCG. Groceries and Local products like Mukhwas and Farsan. BUYING: FMCG- buys all his FMCG from distributors. Does not buy from Majid or any other wholesaler not even Booker. Gets all schemes, discounts and margins from distributor. Groceries- from a broker sitting in Vashi. Buys in bulk and then repacks it into small seizes. Local Products- from local suppliers Does not go out to buy anything, gets everything delivered at his shop. Gets credit facility too, hence does not venture out to buy from any other source. Main criterias for him is both Delivery and Credit. Wont travel to buy goods even if he gets a higher margin. MARGIN: FMCG Groceries 12% 15% to 20%

Thought he gets more margins and sells more groceries than FMCG only one fifth of his shop is stocked with it as most of the packs are sold in small sizes. More movement of groceries. SELLING: sells to end customers only at MRP. Very rarely sells to neighbouring retail outlets at 1% to 2% discount. Gives delivery facility to customers with bill size greater than INR 500. Does not give credit, but accepts credit cards for bill size over INR 200.

NOBLE MEDICALS
TYPE: Modern Trade Pharma and Foreign Items. SIZE: Big AREA: Malad (W)

ASSORTMENT: Medicines, OTC products and Foreign Articles like Chocolates, Deodorants, Perfumes, Mouthwash, Creams, Shampoos etc Shelf Space Medicines: 20% OTC: 40% Foreign Articles: 40%

BUYING: OTC- Buys only from distributors. Almost never buys OTC products from Majid or Booker. Medicines Disributor Foreign Articles- Crawford Market. One person assigned to buy from Crawford market every day. OTC and foreign items are bought on cash and medicines on credit. Buys foreign articles on experience (15 years) and sells on 15% margin SELLING: Sells only to end cutomers. Sells on cash and gives delivery facility. Main selling point of this store is that its open 24*7 and gives delivery for even one small article the same day. Maximum buyers from his shop buy over phone and ask for delivery (65%). Only 35% of the sales happen through foot fall customers. Sells to customer on MRP. Average bill size of INR 2000 and sometimes goes up to INR 40,000 also. A few products like Gillette foam are available through distributors as well as from Crawford Market. Distributor products are made in India and have an MRP where as those at Crawford Market do not have an MRP. Noble Medicals, buy from both the places and keep both kinds of stock but the foreign products sells at a higher price and fetches lower margins to the shop as they cost higher too.