Marico Sales and Distribution

498 Words2 Pages
Marico-Over the Wall Case Study (Team Triple-S, IIM-Kozhikode) Executive Summary This case study analysis seeks to identify the challenges posed by the launch of 23 new SKUs by Marico as a result of the acquisition of Paras. The aim was to propose solutions for the following key issues – 1. Identify challenges for the distributor and retailer and suggest ways to mitigate them 2. Suggest suitable strategies to increase channel focus 3. Suggest ways to strengthen the Sales Force Network for Marico 4. Identify ways to improve the efficiency of key functionaries such as the DSR, TSO and ASM 5. Suggest ways to improve product visibility in-store and on other retail platforms This involved a visit to several leading retail stores in Kozhikode. The observations and conclusions made thereof are based on the feedback from salespersons, customers and store managers in addition to those made by the project team. The challenges for the distributor were observed to surround visibility and forecasting. Visibility issues arise due to the distributor’s inability to decide on the appropriate product mix to be shipped and the uncertainty in predicting the consumers’ impulsive buying behaviour. Forecasting issues, on the other hand, relate to stockouts or piling up of excess inventory, in addition to errors in predicting demand. The retailer grapples with visibility issues as well. Improper maintenance of stock and stacking below the eye-level on store shelves make the products – Livon, Set Wet and Zatak – less visible than their ‘rivals’ in the respective product segments. Proposed solutions for the distributor include a segregation of areas based on Income Density and use of statistical analysis to determine patterns based on historic data. At the level of the retailer, steps are needed to increase visibility of the concerned products by better

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