Sunita was hired by "Fresh & Nice" Supermarkets 3 months back as Asst Mgr.

Merchandising, to handle the "Health & Beauty" category. There were close to 1500
SKUs (stock keeping units) and all these had to be accommodated in 6 "bays".

Sunita had processed application forms to introduce 32 new skus that day, got
requests for 19 more. 50 store managers had complained about the high frequency and
volume of new products in Health&Beauty. They had also raised an issue about not
knowing where to put all the products.

It was a herculean task to decide which product to accept and which to reject.
Soaps, shampoos, toothbrushes, deodorants, lotions, hair colors, hair oils - you
name it and there were new launches by the various "FMCG" players almost on a
weekly basis. Eswari Roy: "This is absolutely the best shampoo to hit the Indian
soil ever; we are having active ZXHO in it to treat dandruff."

FMCG's Area Sales Manager: Sunita ji, I have just got confirmation from our Head
office that we will offer 30% only for "Fresh & Nice". But where do I put it - the
shampoo shelves are totally crowded. We will put it initially on our gondolas and
we will provide special display stands too. The 2nd rung players would offer such
attractive margins and promotions that it would seem foolish not to accept.

SD: Madam, sure there are, but just take a look at our product and you will fall
for it!
You see what good teeth the Chibizeans have…they can eat almost anything!

There will be half page ads in Bangalore Times for 4 weeks, Femina will carry a
back page advertisement in 2 issues. The products will be promoted through TV GRP
of 2500 and an OTS of 3.8.

Sunita's boss called her up and said, "I want an action plan in the next 2 days as
to how you propose to tackle the above issue, and the plan better be implementable
and not just some "excel spreadsheet jadoo"!". Sunita pulled out the sales and
margin data of all the skus in her portfolio - it was only 1500 skus!!