• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22
  23. 23
  24. 24
  25. 25
  26. 26
  27. 27
  28. 28
  29. 29
  30. 30
  31. 31
  32. 32
  33. 33
  34. 34
  35. 35
  36. 36

Pidilite distribution structure. Pidilite is Indias largest manufacturer of adhesive.

Extracts from this document...


TABLE OF CONTENTS Details Page no. Distribution Structure Of Pidilite India - Structure - Ownership transfer - Transportation - Policies 4 Selection of distributors 9 Incentives to the distributors 10 Motivation of Channel Partners 12 Evaluation 14 Distribution in Practice (DIP) Training 17 Forecasting and target setting 18 Channel Conflicts - Distributor - Sales Officer 21 Distributor survey - Ghaziabad 24 Retailer Survey - Delhi 26 Observations 27 Annexure A Annexure B Annexure C COMPANY BACKGROUND Pidilite was established as a partnership firm, Parekh Dyechem Industries, in 1961 by Mr B K Parekh and his two brothers, SK Parekh and H K Parekh. It was converted into a private limited company in 1969. A group company Kondivita Industries was merged with the company in 1984. Its name was changed to PDI Chemicals Limited in 1988. In 1989, another group company Pidilite Industries Ltd was merged with PDI Chemicals, and the name of the merged entity was changed to Pidilite Industries. M/s Triveni Chemicals, another group company, was also merged with Pidilite in 1992. While the Fevicol brand, launched in 1959, has been in existence for almost 40 years, Pidilite's consumer products division was set up in 1984, when the company decided to build up a strong distribution network. Pidilite is India's largest manufacturer of adhesive. Pidilite's mainstay of earnings is consumer & industrial adhesives and sealants, which contribute to 60% of turnover. Its other product lines are art materials, construction/ paint chemicals, industrial and textile resins and organic pigments & preparations. Its largest brand Fevicol is synonymous with the category itself. The company has in total 40 brands spanning 400 industrial and consumer products. Pidilite has gradually expanded its branded product portfolio, which earn higher margins and has come to be recognized as a leading FMCG player. Consumer and Bazaar products today account for over 65% of the company's turnover.All its brands are either No. ...read more.


TRAINING PROGRAMMES * WHOLESALE STOKIESTS : The WSS prove to a very important channel partner for the company as they forward the goods to the retailers and make them aware about the same. Hence, product awareness becomes a mandate for this level so as to completely understand the product utility and application. Also the company has some policies which the small distributors may find difficult to understand and thus falter in implementation. To avoid the above situation , the company sends distribution managers from the head office to brief them about the products and also give them the complete system and functioning description. They are also elaborately told about the schemes launched by the company because they would be further responsible to ensure that retailers are rightly aware of the schemes. This training is mostly given to the B and C class WSS. * RETAILERS : The retailers are the most important channel partners as they are the direct link between the company channel partners and the end consumer. They are also given training in the form of seminars and meets organized by the company. * MECHANICS AND CARPENTERS : Though large offices, industries and households buy products from the company but the end users are the mechanics and carpenters among other masons. Their recommendation to buy the product is what drives the customer to buy the particular brand of adhesive. The company arranges meets and knowledge shows for them to make them aware of the products and also to know about their requirements and necessities. FORECASTING AND TARGET SETTING Target setting is a result of negotiation between the distributor and the company. Mid month targets for the next month are given by the company at around 5th -10th of a month. These are set for the RSM, ASMs and TSI in the hierarchy and driven down by them. At the month end the distributor can negotiate these targets in the range of +/- 10%.However ,we see that the Pidilite products have many seasonal ...read more.


Alpenlibe, Centre Shock and Centre fresh. They applied split on a equal value - equal volume basis. The same was done at Britannia to provide focus and thus increase sales. At, Pidilite , for FE division we suggest a split among the range of adhesives for sticking and those used for binding in paints. Then again, to provide atmost focus , we suggest that separate WSS for the two unlike the same handling the entire range and not being able to concentrate on all SKUs. Lets say , P1 : is the range of Hardware adhesives ( for sticking plywoods, mica etc) Then , P1a, P1b,P1c etc are the different SKUs in hardware. Similarly, P2 : is the range of Paint Adhesives ( binders, distemper etc). Then, P2a,P2b,P2c etc are the different SKUs in paint adhesives. - Separate salesman for the splits � Before split, 3 salesmen, 2 beats each all products � Now 3 salesmen, 6 beats each, 1/3rd the products (one split group) Now, as the WSS for hardware and paints are different, the ISRs under them also concentrate on separate SKUs. Thus their beat frequency would increase as the products range has largely reduced resulting in more focus and higher no. of visits to dealers. 2. CONSUMER PROMOTION SCHEMES: The comp any should start consumer promotion schemes like scratch cards etc,which will have gifts like watches,radio etc.This can woo the carpenters,painters to buy and recommend fevicol over other brands. 3. "FEVICOL SHOPPE": Since fevicol has strong brand equity even among children and stationary consumers,it can open up shops specifically for selling home consumption products.This may not drive sales but will be a right step in distribution to do brand building. Contacts PIDILITE 1. Shekhar Jethi Regional Sales Mananger Parekh marketing Limited 6th Floor,Vikas Deep Laxmi Nagar District Centre Distributors 1. Ankur Bansal M/S Bansal Traders Authorised Distributors . Mr. Lalit Kumar - Distributor, Ghaziabad 150, Durga Tower, Gound Floor, Raj Nagar, Ghaziabad Retailers Laxmi nagar * Sri Ram Plywood and Paints Ghaziabad * S.K H ardware * Jyoti Hardware ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Management Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Management Studies essays

  1. Internet banking in India The Reserve Bank of India constituted a working group on ...

    The transfer will take place in a day or so, whereas in a traditional method, it takes about three working days. ICICI Bank says that online bill payment service and fund transfer facility have been their most popular online services.

  2. Business plan for a computer hardware shop in Pakistan.

    Our Website will be updated daily and it will contain not only the prices of the products but also useful links and configurations by which it will be easier for the customers to choose the right product. With respect to Product Distribution, MAVEN Tech will be popular among the dealers across Pakistan.

  1. Tata Nano. The launch of the People's Car by Tata Motors is a defining ...

    Everybody scoffed at the concept. I remember people saying, "Why doesn't Mr Tata produce a car that works before he talks about an Indian car." My confidence got a boost when we finally succeeded with the Indica. Willy-nilly, we decided to look at [the low-cost car] project within Tata Motors.

  2. Managing Business Operations. B & D Patterns Ltd is the largest supplier of ...

    To plan manufacturing and purchasing activities. (James, T, 2010) MRP is a "push" system that is triggered by the interpretation of demand that is expected and scheduling of the supply to meet that demand thereby receiving the push from the demand (SMThacker.co.uk, 2010).

  1. Study on Enager Industries Inc. Enager Industries Inc. is a relatively young company ...

    and its three divisions, the group assessed the nature of business of the three divisions. Given the differing nature of business of the three, the group will assess if all divisions should all be designated as investment centers. Given the inconsistency in the financial results the group will reexamine the

  2. E-Business Evaluation of Tesco.com

    which is provided by SWOT analysis. In this section of report, a SWOT analysis has been carried out on the E-Business strategy of Tesco. Strength of Tesco E-Business 1. Tesco has globally maintained its strong image in the market of the business especially in UK as its strongest strength of Tesco?s e-business.

  1. Report on Bata in India

    St. Moritz, Switzerland offered for sale 5,00,000 shares out of their holdings at a premium of Rs 20 per share (2,00,000 shares each to LIC and UTI and 1,00,000 shares to the public). 1988 Agreement was arrived at with Adidas of West Germany for manufacture and marketing of sports and special

  2. Can Noise Traders Survive?

    assumes that financial markets are "informationally efficient" (Fama, 1965). All investors can make rational investment decisions based on full disclosure of information. Their argument against the importance of noise traders points out that if the price of an asset diverges from its fundamental value, rational arbitrageurs will buy the undervalued shares on one exchange while sell the same amount of overvalued shares on another exchange (Shleifer, 2000).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work