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SIP Report
SIP Report
SIP Report
Place: Mumbai
Date: 18/7/2016
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
EXECUTIVE SUMMARY
products that are sold quickly and at relatively low cost. Examples include non-durable goods
such as soft drinks, toiletries, over-the-counter drugs, processed foods and many
other consumables. Though the profit margin made on FMCG products is relatively small (more
so for retailers than the producers/suppliers), they are generally sold in large quantities; thus,
the cumulative profit on such products can be substantial. FMCG is a classic case of low margin
The global hygiene leaders continue to add capacity in many emerging market countries.
The seven markets of China, India, Indonesia, Malaysia, Brazil, Egypt and Turkey are
collectively projected to account for 58% of the global baby diaper and pant volume growth
between 2013 and 2018. The capacity being installed in these countries is sized to supply both
the local and surrounding regional markets. About 95% of the forecast diaper and pant volume
growth in the next five years is expected to come from emerging and undeveloped market
regions, excluding the fully penetrated market regions of the U.S. and Canada, Western Europe
and Japan.
In recent years, India, with a 1.3 billion population and booming economy, has become
a hot investment destination for global investors. The number of newborn infants is roughly 23
times the level in Japan. Consequently, in the future, we think India has the potential to become
an even larger market than China, hence from international giants to Chinese manufacturers,
industrial players from a wide range of markets have expanded their footprints there, and the
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
disposable hygiene market is no exception. All the big international hygiene product brands
like Procter & Gamble, Johnson & Johnson, Kimberly-Clark and Unicharm have established
In India, Procter & Gamble Home Products began operations in late 2013 at a large plant
at Kothur Mandal in the Mahbubnagar district of Hyderabad in the southern Indian state of
Andhra Pradesh built to produce diapers as well as fabric, home care and oral care products.
Unicharm is focusing on developing the market for diaper pants and is building a second plant
in India while SCA announced plans to establish a hygiene manufacturing plant in India by
2015.
Unicharm India Pvt. Ltd. wanted to increase its customer base of diaper as well as
sanitary napkin category to become the market leader. While it is a market leader in many
regions in India but in Assam its market share is 23% in diaper category and 1.7% in sanitary
napkin category. We realized that the reason for success in other parts of the country is impulse
buying.
Even compared with other emerging markets, the uptake rate for disposable baby
diapers is still low in India. We therefore plan to target further growth by promoting our pants-
type disposable baby diapers, a category where Unicharm already has a strong position, and by
expanding our sales area and retail store coverage. Also India being a price sensitive country,
promoting Mamy Poko Standard Singles which cost Rs. 9 for small, Rs. 11 for medium and Rs.
The following were the study objectives borne in mind while implementing the project
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
Placement of single packs in standalone stores in Guwahati
This report is the work done under the guidance of Mr. Shankharaj Dhar for summer
internship at Unicharm India Private Limited. The idea behind doing this project was to explore
new options and ways to introduce and expand category and do product merchandising.
The report talks about the overview of Unicharm India Prviate Limited and about
personal hygiene sector. The report is divided into phases in which project was executed. Tasks
completed during the internship Introduction of MP std. singles in standalone retail outlets,
understanding their business, promotion of our products, relationship building and suggesting
The course of action implemented was that first of all I attended the training and
induction program organized for ISRs and SAs. This helped me get acquainted with the product
portfolio and duties of a SA. I did some secondary research regarding the Diaper industry and
the feminine hygiene industry along with the training. Then I visited the distributor and studied
the supply chain, while observing the distribution, I also did some primary research by doing
unstructured interview with the distributor. Then the next one month was invested in doing
primary research on the retailers by doing field visits with different SAs, visiting different areas
of Guwahati everyday, observing the retailers, asking them questions at times, helping the SAs
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
convert new outlets that never kept any Unicharm product, observing the customer buying
Then I attended the Sales Officer training, titled The Art of Selling. The next month
was spent tracking visibility of the product and merchandising according to planogram and 3-
point visibility and placing POPs like hanger, dangler, straw boards etc. in the retail outlets and
empathizing with the merchandiser. Alongside I also did activities to spread awareness about
Once a girl starts using a brand of sanitary napkin she is loyal for the rest of her
Most women prefer using one of the top 3 brands in the region
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
ACKNOWLEDGEMENT
I would like to thank Unicharm India Private Limited and S.P. Mandalis Prin. L. N.
Welingkar Institute of Management Development & Research (WeSchool) for giving me
an opportunity to learn and pursue my Summer Internship and understand about Marketing
and Research aspects.
I would like to thank and express my sincere gratitude to Mr. Shankharaj Dhar, Area Sales Head
(Assam). His constant encouragement, valuable insights and attention to detail had made this
exercise, a great learning experience.
I am also thankful to Mr. Tarun Meenawat, Regional Sales Head (North) who contributed his
valuable time and gave valuable insights during the development of the project.
I am also thankful to Prof.Dr.Uday Salunkhe (Group Director, S.P.Mandali's Prin. L. N.
Welingkar Institute of Management Development & Research (WeSchool)) and my institution,
for giving me an opportunity to undergo this learning experience.
Special thanks to Prof. Manmeet Barve for his valuable guidance in completing this project
and helping me to understand this project better and supporting me with his expertise on the
same to make my project worth for my own benefit and also for the overall benefit of the
objective of the summer project.
RISHABH S. DAD
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
TABLE OF CONTENTS
References ....................................................................................................................... i
Footnotes ...................................................................................................................... 12
Tables............................................................................................................................ 13
Figures title:.................................................................................................................. 14
List of Abbreviations
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
References
1. http://www.nonwovens-industry.com/issues/2014-01-01/view_features/trends-and-
developments-in-the-baby-diaper-market/
2. http://www.nonwovens-industry.com/issues/2017-03/view_features/the-indian-
hygiene-market-exhibits-huge-potential/
3. Paco Underhill(1999), How We Buy- The science of shopping, New York, Simon &
Schuster Paperbacks
5.
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
Footnotes
1
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S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
Tables
Table 1
[Table Title]
Column Head Column Head Column Head Column Head Column Head
Row Head 123 123 123 123
Row Head 456 456 456 456
Row Head 789 789 789 789
Row Head 123 123 123 123
Row Head 456 456 456 456
Row Head 789 789 789 789
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S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
Figures title:
6
0
Category 1 Category 2 Category 3 Category 4
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S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)