PROJECT ON-
INCREASING THE SALES AND EXPANSION OF THE
DISTRIBUTION NETWORK OF DABUR’S HEALTH
CARE PRODUCTS IN KOLKATA
Project Mentor – Mr. Arnab Ghosh
Project Guide – Mr. Udit Singh
Name Of Intern – Joydip Chakraborty
Name Of Institution – EIILM, Kolkata

Project Objective:
 In current scenario the existing number of chemist outlets
of Dabur in Kolkata is approx 2600.(AS PER RETAIL MASTER REPORT)
Dabur vision is to increase the number of chemist outlets
in Kolkata by reaching near about 3300.

STEPS TAKEN:
Identifying and
mapping of
uncovered outlets
within the specific
coverage areas of
respective stockists
Visiting uncovered
outlets in each areas
Gathering information
from outlets.
Convinced those
outlets to purchase
from direct stockists &
made bills
Coordinated the
process of delivery
CONFIRM DELIVERY
Click

Finding Of New Outlets For WBTA
Beat Name HCA Name Uncovered Outlet
BELEGHATA Amit Basu 37
SHYAMBAJAR Amit Basu 14
COLLEGESTREET Sourav Ghosh 14
Total 65
•Total number of outlets visited – 73
•Outlets not yet having Dabur products – 8 out of 73
Way Of Getting Potential Outlets:
Outlets has not been approached by salesman.
Purchase of HC products more than Rs. 500/month.
Purchases Dabur healthcare products from wholesalers

Observation For WBTA
41%
37%
22%
Market Scenario
SOMA DISTRIBUTOR
BARABAZAR
OTHERS
27%
73%
Mode of transaction
CASH
CREDIT Sales of Dabur HC products (PER MONTH)
Less than 500/month 1
500-2500/month 30
Greater than
2500/month
13
Did not disclose 21
0
5
10
15
20
25
30
35
Sales of Dabur HC products (PER MONTH)

Converting uncovered to covered outlet for WBTA
BEAT NAME HCA
NAME
PREVIOUS
COVERED
OUTLET
VISITED
OUTLET
CONVERTED
OUTLET
DELIVERY
(YES/NO)
TOTAL REMARKS
Bagbazar/Sho
bhabazar
AMIT
BASU 21 5 4 Y-04
N-01
25 1- Transaction issue
Shyambazar/
Hatibagan
AMIT
BASU 25 4 Y-0
N-4
25 4-Not interested for transaction issue.
Nimtalaghat/
Natunbazar
AMIT
BASU 25 Y-0
N-0
25
Jorasanko/Kal
akar
AMIT
BASU 25 Y-0
N-3
25
Phoolbagan AMIT
BASU 19 9 9 Y-09
N-0
28 ALL CONFIRM DELIVERY
Joramandir AMIT
BASU 20 10 5 Y-05
N-05
25 1- Transaction issue
1- Stock was not available.(HONITUS SYRUP)
1- Stamp was not available for taking the
credit
1- Delivery was not possible(Thursday week
off)
1-Cancellation due to shop being closed in
afternoon
TOTAL 135 28 18 Y-18
N-28
153

Observation At A Glance
 HCA's norms 15 bills in a day but they have
done 12 to 13 bills, average bills stands 11
bills per day.
 HCA(AMIT BASU) June 17 target 1.55
lac/Ach 1.28lac.
 Damage replacement problem.
 Some retail outlet have transaction issues.
 Some of the outlets are disappointed for
previous delivery issue.
 Order cancellation due to multiple beats of
SSM’s delivery(more than 40 outlets)
64%
36%
CONVERTION VS CANCELLATION
CONVERTION
ORDER CANCELATION
BILLING AMOUNT
Less than 100 5
100-500 11
Greater than 500 3
0
2
4
6
8
10
12
Total number of outlets visited-28
Total number of outlets converted- 18

Converting uncovered to covered outlet for ARNIV TRADERS
BEAT NAME HCA
NAME
PREVIOUS
COVERED
OUTLET
VISITED
OUTLET
CONVERTED
OUTLET
DELIVERY
(YES/NO)
TOTAL REMARKS
MONDAY ASIT
DEY
16 3 3 Y-03
N-0
19 All confirm delivery
TUESDAY ASIT
DEY
21 1 1 Y-1
N-0
22 All confirm delivery
WEDNESDAAY ASIT
DEY
17 2 2 Y-02
N-0
19 All confirm delivery
THRUSDAY ASIT
DEY
40 3 3 Y-03
N-3
43 All confirm delivery
FRIDAY ASIT
DEY
26 Y-00
N-0
26
SATURDAY ASIT
DEY
29 2 2 Y-02
N-05
31 All confirm delivery
TOTAL 149 11 11 Y-11
N-0
160

Observation At A Glance
 HCA's norms 15 bills in a day but they have
done 12 to 13 bills, average bills stands 11
bills per day.
 Damage/Expiry replacement problem.
 HCA(Asit dey) have negative attitude
towards market and outlet.
 HCA July 17 target 2.05/Ach till 21st July
1.28lac.
 For complete efficient distribution for arniv
traders 2 HCA’s are required to serve the
full geographical area.( Palta to Agarpara
approx 25km )
BILLING AMOUNT
Less than 100
100-500 7
Greater than 500 4
0
1
2
3
4
5
6
7
8
Total number of outlets visited- 11
Total number of outlets converted- 11

Finding of new outlets for S.M. Enterprises
Beat Name HCA Name Find Outlet
SONARPUR - 26
Total 26
•Total number of outlets visited – 37
•Outlets not yet having Dabur products – 11 out of 37
Way Of Getting Potential Outlets:
Outlets has not been approached by salesman.
Purchase of HC products more than Rs. 500/month.
Purchases Dabur healthcare products from wholesalers

Observation for S.M. Enterprises
60%
25%
15%
Market Scenario
KALICHARAN MARKET
BARABAZAR
OTHERS
10%
90%
Mode of transaction
CASH CREDIT
Sales of Dabur HC products (PER MONTH)
Less than 500/month 1
500-2500/month 13
Greater than
2500/month
2
Did not disclose 10
0
2
4
6
8
10
12
14 Sales of Dabur HC products (PER MONTH)

Finding of new outlets for K.D. Enterprises
Beat Name HCA Name Find Outlet
GARDENREACH Sitanshu Jha 38
NEW ALIPORE Sitanshu Jha 18
METHIABRUZ Sitanshu Jha 20
Total 76
•Total number of outlets visited – 85
•Outlets not yet having Dabur products – 9 out of 85
Way Of Getting Potential Outlets:
Outlets has not been approached by salesman.
Purchase of HC products more than Rs. 500/month.
Purchases Dabur healthcare products from wholesalers

Observation For K.D. Enterprises
80%
4%
16%
Market Scenario
BARABAZAR
R.E ENTERPRISE
OTHERS
79%
21%
Mode of transaction
CASH
CREDIT Sales of Dabur HC products (PER MONTH)
Less than 500/month 16
500-2500/month 35
Greater than
2500/month
2
Did not disclose 23
0
5
10
15
20
25
30
35
40 Sales of Dabur HC products (PER MONTH)

Finding of new outlets for Aparna Agency
Beat Name HCA Name Find Outlet
MOULALI, MALLIK BAZAR &
RABINDRA SARANI
Satyajit Das 8
TANGRA Satyajit Das 14
Total 22
•Total number of outlets visited – 26
•Outlets not yet having Dabur products - 4 out of 26
Way Of Getting Potential Outlets:
Outlets has not been approached by salesman.
Purchase of HC products more than Rs. 500/month.
Purchases Dabur healthcare products from wholesalers

Observation For Aparna Agency
82%
18%
Market Scenario
BARABAZAR
OTHERS
61%
39%
Mode of transaction
CASH
CREDIT Sales of Dabur HC products (PER MONTH)
Less than 500/month 0
500-2500/month 7
Greater than
2500/month
6
Did not disclose 9
0
1
2
3
4
5
6
7
8
9
10 Sales of Dabur HC products (PER MONTH)

Finding of new outlets for Kalpana Agency
Beat Name HCA Name Find Outlet
BELGHORIA Prasanta Dutta 43
KAMARHATI Prasanta Dutta 13
Total 56
•Total number of outlets visited – 57
•Outlets not yet having Dabur products – 1 out of 57
Way Of Getting Potential Outlets:
Outlets has not been approached by salesman.
Purchase of HC products more than Rs. 500/month.
Purchases Dabur healthcare products from wholesalers

Observation For Kalpana Agency
18%
57%
25%
Market Scenario
BINA ENTERPRISE
BARABAZAR
OTHERS
57%
43%
Mode of transaction
CASH
CREDIT Sales of Dabur HC products (PER MONTH)
Less than 500/month 1
500-2500/month 10
Greater than
2500/month
1
Did not disclose 44
0
5
10
15
20
25
30
35
40
45
50 Sales of Dabur HC products (PER MONTH)

Finding of new outlets for Heritage
Beat Name HCA Name Find Outlet
BARASAT Subhajit Golder 108
HRIDAYPUR Subhajit Golder 3
MADHYMGRAM Subhajit Golder 47
Total number of outlets visited 158
Way Of Getting Potential Outlets:
Outlets has not been approached by salesman.
Purchase of HC products more than Rs. 500/month.
Purchases Dabur healthcare products from wholesalers

Observation For Heritage
79%
8%
13%
Market Scenario
PANCHANAN MARKET
BARABAZAR
OTHERS
Sales of Dabur HC products (PER MONTH)
Less than 500/month 38
500-2500/month 51
Greater than
2500/month
4
Did not disclose 65
0
10
20
30
40
50
60
70 Sales of Dabur HC products (PER MONTH)
8%
92%
Mode of transaction
CASH
CREDIT

Impact
of GST
on Retail
Post GST sales
volume has decline.
Retailers are
hesitating to
purchase stock.
Outlets are unaware
about the GST process
which is resulting low
sales volume..
Outlets are lowering
down their shelf stock.
Very few retailers
have applied for GST
registration.
Unregister retailer not
following the GST
norms for which sales
are affecting.

Need weekly visits of new outlet.
For efficient delivery process separate Bike Delivery Man will be helpful.
Changes of HCA’s incentive programme will result in HCA’s
It will be help for HCA’s to cover chemist outlets in scattered geography
by two wheeler.
Need to maintain long term relationship with all chemist outlets.
Sales officer intervention on a regular basis will strength them the delivery
process.
Dabur need more brand awareness for those who have not store Dabur brand.
Steps To Forward

Gathered knowledge about the Market.
Understood the distribution process in details.
Developed knowledge about customer handling techniques while dealing with retailers.
Developed the skill to recognize potential outlets.
Learned and practiced convincing skill.
Developed problem solving capability.
Gained confidence in myself and became more flexible when addressing new and /or
unfamiliar tasks
I have learned to be productive pertaining to deliverables.
Personal Learning