Cubo Ice Tea
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Transcript of Cubo Ice Tea
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Anubha Garg(12BSPHH010168)
Kashish Manchanda
(12BSPHH010451)Palak Bhel
(12BSPHH010669)
Pooja Patel(12BSPHH010705)
CUBO ICE TEA
(Sales& Distribution)
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Product- Ice Tea
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The Indian Iced tea Market-new
concept to Indians.
The segmentation under Iced TeaMarket is as follows:
1. RTD- Ready to drink
2. Powder based
3. Syrup Based
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,health conscious consumers,
typically in the age range of 16-
29 years
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Competitors
1. Nestea- Joint venture between
coca-cola and nestle
2. LiptonHindustan Unilever
Limited (HUL) and PepsiCo India
under a 50:50 joint venture have
launched this product since 2011.3. Tata Tion- Iced tea from tata
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Price
Targeting the mid to high income
group segment.
Basis of pricing- competitors pricing
.
The ice tea bottle will be priced at
Rs. 35 for 500ml.
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Distribution Channel (Intensive
Strategy)
1)Targeting metro cities like:
Delhi
Mumbai
Bangalore2) 3 regional offices in respective cities.
3) Our production unit will be in Delhi from their
product will be transferred to regional salesoffices.
4) These sales offices will have their own vans
from there the product will be distributed to
small retailers
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Outbound logistics
Packaging
Transportation
Wholesaler
Grocery Store
Customer
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Selection of Distributors
1.Capital Investment
2.Relevant experience
3.Infrastructure
4.Companys discretion based on
markets served
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Terms of Operations
Team will visit the retailers once in aweek on different days .
Sales force is complimented by a weekly
visit to the district by the sales executiveof the company
Idea is to supplement the lags in the
distribution by wholesaler and in certainspecific cases to push extra stock in the
market
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1.Credit Policy 2.Stock Policy
3.Lead period
4.Return Policy
5.Return on Investment
6.Storage policy
7.Sales Force
Company policies
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Incentives - Schemes
Specific schemes which spread over 2 ~ 3months
Prizes in form of additional margins
Certificate of acknowledgement for achieving the
target
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Target setting
Target setting is a result of negotiation betweenDistributor and Company
Mid month targets for next month are set around 5th-10th
of that month
Targets are set for Sales officers, ASMs and branchmanagers which are driven down the hierarchy
Distributors can negotiate this targets in range of +/-10%by end of month
Confirmed sales are set as weekly targets
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Logistics Structure
Logistics comprise of Road Transportationthrough Container trucks
Distribution from point of Distributor warehouse to
Retailer shops / Modern trade shops is handled
by Distributor
Distributor has fleet of mix of transport vehicles
right from refrigerated vans to small tempos to
supply to Pan shops
Company is connected to Distributor / Super
Stockist through SAP for online order booking
and processing
Stock in Transit module is installed at
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Promotions
1. Personal selling with the help of salesrepresentatives, visiting dealers at the grocery store.
2. sales promotion activities such as discount coupons,scratch cards, samples, etc.
3. Online advertising using facebook page and YouTubeadd.
4. Outdoor advertising using billboards.
5. Putting up stalls in front of trade fairs, exhibitions andgrocery stores.
6. distributing free samples on events like college fests
7. Point of purchase advertising using display onrefrigerators.
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Margins
We take a gross profit of 80%. And give7% margin to wholesellers and 13%
margin to retailers.
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Support to channel members from
the organisation side
Point of purchase advertising support such asrefrigerators will be given to the stores
Sales training and coaching will also be provided
to the sales staff of the grocery store
Merchandising support such as free pens, caps
for distribution will also be given to the channel
members.
Providing a proper complaint handling procedureto the channel members
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