Name:Shankar Sharma

Institute Name:Jaipuria Institute of Management ( Indore)

Category: Summer Intern
Batch: FY 19-20
BU / Department: Pipes and fittings
Location: Guwahati
Reporting Manager: Ayan Kanti Dutta
 Project Description

Project Title
Dealer Mapping in Assam
Project Guide Ayan Kanti Dutta Project Location Guwahati

Start Date 2.05.2017 Final Review Date 30.06.2017

Project Details / Key Deliverables:

• New Distributor Pipes
• New Distributor Putty
• New Retailer Pipes
• 10 Project Quotations

Outcomes so far:

• 1 hot lead , 2 warm leads ( New Retailers Pipe)

• 1 hot lead in Project ( Builder)
 Project in detail

Project Title Key Deliverables Expected Outcome Actual Achievement

New Distributor Pipe 2 New Distributor

New Distributor Putty 2 New Distributor Estalished 2
Dealer Mapping in Assam
New Retailers 15 new retailers business relations
Project Quotations 10 quotations

Impact:

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-
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INTRODUCTION OF THE COMPANY

• Established- 1946
• Headoffice-Hyderabad , India
• Type –Private ownership
• Industry-Building Material
• Parent Co.- C.K Birla Group
• Employees-20,000 plus
RESEARCH METHODOLOGY

• Retailer to retailer promotion.

• Sampling was done to get feedback.
• Continuous visits to retailers who were warm leads.
 COMPETITIVE
THREAT OF NEW RIVALRY
ENTRANT • The main rivalry
• Market is already is with 3 market
saturated entry is leaders who
not going to make have the highest
things worse share of market

THREAT OF Michael Porter Five

SUBSTITUTE Forces Model BARGAINING POWER OF
• Extremely high SUPPLIER
as there are lot • Low Bargaining
of them power
• Awareness about the
BARGAINING POWER
product is very low
OF CUSTOMERS
• High as rivals are
present and
customers have a lot
of choices.
MARKET PRESENCE
COUNTERS DEALING IN BRANDS
SUPREME AASHIRWAD SKIPPPER HIL

3, 1%

44, 19% Counters Visited 110

110, 49%

70, 31%
STRENGTH
• Already established brand name .
• Review of Product sample was positive

WEAKNESS
• Lack of awareness about the launch of HIL Ltd Pipes
• Target Customers reluctant to put faith in new product
• Discount rates are pretty low as compared to market leader
• Absence of sales team
• Strong presence of other players

Opportunities
• Increasing the discount rate would give an entry into the growing market
• A lot of upcoming projects.

Threats
• Low price of products offered by other players.
• Customers also prefer already established brands along with plumbers
Key Learnings
• Direct Market Exposure
• Negotiation and convincing skills
• Soft skill Knowledge

Challenges

• No proper response from Retailers.

• Informal working structure at ongoing sites
• Not showing other Brands discount or price list
• Market is 1 dimensional as only discount is what matters the most
irrespective of other features.
• Credit duration is also one of the challenges .
SUGGESTIONS AND RECOMMENDATIONS

• Retailers are still not aware about the launch of HIL Pipes, Hoardings should be put
on to create awareness
• Organising plumber meet on a constant basis.
• Hiring a full fledged sales team
• If possible try and be competitive in terms of discount % being offered to retailers.
• Establishing a sync between Plumber’s preference and Retailers offerings.
Thank You