CIP Report analysis

Team Assignment
SECTION- ‘A’

Submitted By: Submitted to: DR. Vibhor Kataria

Learning Team 9
Vaishnavi Tiwari-23PGDM054
Kartikay Verma-23PGDM024
Shristi Sharma-23PGDM047
Divyansh Ojha-23PGDM008
Vivek Tiwari-23PGDM057
Anubhav Chauhan-23PGDM010

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 Acknowledgement:
We would like to express our sincere appreciation to all those who have contributed to the
completion of this assignment. Their support, guidance, and encouragement have been
invaluable throughout the process.

We extend our heartfelt gratitude to Dr. Vibhor Kataria for their expertise and insights that
have significantly enriched the content and quality of this assignment. Their feedback and
constructive criticism were instrumental in shaping the final outcome.

We are also grateful to our classmates and friends who engaged in meaningful discussions
and shared their perspectives, contributing to a broader understanding of the subject matter.

We are indebted to the authors of the resources and references we consulted during our
research. Their works formed the foundation of my understanding and analysis.

This assignment wouldn't have been possible without the collaborative efforts of these
individuals, and for that, we are sincerely thankful.

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 Table Of Contents

S. No. TITLE PAGE

1 INTRODUCTION 4

2 Title analysis 5

2 Reason To Select this Section 6

3 Missing in this section 7

4 Section rewritten 8-10

4 Revised version specification 11

5 Solution Approach 12

6 Conclusion and references 13

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 INTRODUCTION:

Presenting a thorough plan for growing Dabur's retail network by bringing on new partners is
the goal of this research. With an emphasis on the Gurugram area, the plan presented here
seeks to find and add possible outlets to the business's current database. Reputable Indian
consumer goods manufacturer Dabur has a long history, having been founded in 1884 (1). It
is well-known for its dedication to quality and innovation in the natural healthcare and
personal care product industries.

Secondary data that was obtained directly from Dabur was used to build this plan. The
incorporation of pre-existing data guarantees that the strategies for expansion are based on
precise and pertinent information. The focus of the paper is on using this data to pinpoint
possibilities and obstacles so that the growth initiative can benefit from practical insights.

Nonetheless, it is imperative to recognize specific constraints inside the procedure. One

significant limitation that falls within the purview of this report is the lack of a specified
implementation schedule. Although the plan offers a path forward, the precise schedule for
carrying out each stage is outside the current purview of this paper. Notwithstanding this
drawback, the study is nevertheless a useful tool for Dabur, providing a solid basis for well-
informed decision-making as it pursues the expansion of its retail network throughout the
Gurugram area.

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Title Analysis

Title- Increasing the Retailer’s Network of Dabur India Limited in

Gurugram region

Objective Clarity:
Clearly define the goals of expanding Dabur India Limited's retailer network in Gurugram,
such as increasing market share, visibility, or sales.

Key Stakeholders:
Identify and understand the needs and expectations of key stakeholders, including Dabur's
management, local retailers, distributors, customers, and regulatory bodies.

Measurable Outcome:
Establish specific, quantifiable metrics (e.g., new retailers added, sales growth, market share
increase, customer satisfaction) to assess the success of the expansion initiative.

Geographic Scope:
Specify the geographical area for implementation, focusing on the Gurugram region. This
helps allocate resources effectively and tailor strategies to local market dynamics.

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 Section Selected- Main Agenda

Reason To Select this Section:

● Market Expansion: This report's section on market expansion strategy outlines a

detailed plan intended to increase Dabur's market share in the urban sector. The
company has a significant obstacle in the form of limited product reach, which is
essential for long-term market expansion. To solve this, the strategy plan both
recognizes the difficulty and suggests doable solutions.
● Operational Efficiency: This section introduces a methodical strategy for identifying
and adding prospective outlets, with a focus on operational efficiency. Understanding
the value of a simplified process, the plan boosts operational effectiveness by offering
a formal framework for new partners to join Dabur's retail network. This guarantees
that the outlet addition procedure is in line with the company's overarching strategic
goals while also speeding up the process.
● Visibility and Accessibility: Both accessibility and visibility are essential elements of
the market expansion strategy. The purpose of this section is to address the problem
of low product visibility by promoting more outlets. Dabur hopes to accomplish this
to improve product accessibility and make its products more easily available to a
wider range of customers. The overall objective of enhancing Dabur's market
presence is in line with this aggressive strategy.
● Foundation & Further Analysis: The Market Expansion Strategy part also covers
more than just quick implementation. Laying the framework for assessing the viability
of the outlet expansion plan, creates the foundation for additional analysis. The
organization has the instruments necessary to evaluate the strategy's effect on market
penetration and growth thanks to this analytical base. It establishes the framework for
continuing evaluations, modifications, and enhancements to Dabur's market
expansion initiatives.

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 Missing in this section
● Clear Objective Statement: The strategic significance of "Increasing the Retail
Network" is the main reason for pursuing it over other topics: it will allow us to take
advantage of untapped market prospects and strengthen our competitive advantage in
the industry.
● Relation to Organizational Goals: This selected aim is integral to our overarching
organizational objectives and is a key factor in attaining improved market share,
expanded consumer outreach, and steady revenue development. We immediately
contribute to the achievement of our main goals as stated in the company's strategic
vision by growing the retail network.
● Visual Representation: Charts and graphs will be included as visual aids to improve
understanding and effect of our approach. These graphics will provide a clear and
convincing picture of the benefits expected from this calculated action by clarifying
the possible impacts of growing the retail network on sales and productivity.
● Current Retail Landscape and Expansion Goal: It is clear from examining the
present state of the retail industry that there are untapped markets and customer
groups that complement our growth objective. The goal is to strategically place our
business in these areas, making sure that our expansion plan is proactive in
influencing the future retail landscape to our benefit, in addition to being sensitive to
market changes. This strategy highlights the dynamic character of our expansion
objective, indicating that it is not only a response to the existing market but a
purposeful move in the direction of shaping and driving it.

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Main Agenda:

Increasing the retail network of Dabur:

1. There was certain information that is provided to me as an intern my work over there Is to
work upon different outlet opening because the major problem which is arriving in the Urban
Sector is the limited reach of the product, just because of that the sales of Dabur is stagnant
and if the outlet would be increased then it would add value to my internship.

2. The problem that is majorly arising in the industry is that the SSMs (stockist salesman) are
not focusing on their work properly as the proper motivation is needed to guide them, so I am
acting as a person to provide them equal motivation and add zeal in their life

3. Overall learning of the SAP software: The software known as Drishti Core where all the
information is fed related to product inventory and product booking are stored. Learning
about the Drishti core software was also one of my major tasks as it contains all the crux of
managing the Gurgaon Healthcare division in which I am currently working.

Also, I am working in product development. There was no such information that was
provided to me on a specific product, but I took two categories of products to write a proper
analysis on how these products can be improved and what all flaws are there in those
products.

The products that I choose for as follows:

1. Dabur sharbat e Azam

3.2. Roles and responsibilities:

During the three-month duration of my internship, I am working as a sales trainee, and I am

handling around seven to eight salesmen and responsibility is to go to different areas (areas
which have different locations) and to fetch as many orders for the designated products of
Dabur India Limited.

My work over there in Bhoomika distributor was just to handle that stockist salesman and to
assist them to complete the target of 1 crore rupees in healthcare division products.

1. Increasing outlets:

Outlets in the different areas mean that the shops are connected to the database of Dabur
India Limited. According to the analysis which was done by me, it shows that around 1200
shops are registered in the database in Gurgaon.

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But according to my sales officer, the potential of retailers is more than 1200 shops, so my
work was to increase the outlets by visiting them personally and different to different areas
and by meeting the shop owners and explaining to them the schemes.

There were these following steps that were being followed to add outlets to the system, which
are as follows:

1. Step 1: To add the outlet, it became very important for me to know which outlets are
already in the database so that I can identify which outlet needs to be added to the system.

2. Step 2: After knowing the potential outlets, I analysed the whole area by roaming in my
vehicle and looking at the crowd, and assessing whether a specific Store is suitable for
addition to the software because if I am adding sonle outlet to the system then it should also
fetch some return to Dabur.

3. Step 3: By visiting the shop owner thus explaining and asking him whether he is interested
in enrolling the shop in the Dabur retail network and then if he is ok and agrees with my
ultimatum thus explaining to him the benefit of the Dabur by mentioning the benefits.

4. Step 4: After explaining the margin of every product which is coming under the Healthcare
division now it's time to add the outlet to the system. By taking some information like:

1. Personal information like name

2. Mobile number in which otp will come

3. Shop location

2. Product development:

The Initial task which was given to me by my sales officer was just to add as many as
possible outlets to the system. But once I understood the system of adding the outlet, it
became very easy for me to add them. After that, I thought that I should be focusing on
different work as I was an MBA intern who would add value to Dabur. Then there I focussed
on product development where I worked on Those products which needs some tweaking:

Products such as sharbat A Azam and Dabur Vita major working and to improve them I also
worked upon them and the below link contains the PowerPoint presentation which I
presented to my area sales manager and senior sales officer

3. Motivation and training:

During the first week of my internship, I noticed that while you're present in the field, the
salesman is not able to maintain a good relationship with the retailers although it has been
said that they always have to greet them and try to make a healthy relationship with them. But
after visiting 10 to 15 retailer's salesmen are not able to continue that thing for a longer
duration of time, in that case, it becomes my duty and responsibility to guide them and to tell

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them why greeting the retailers is very important because if you are not greeting the retailers
then you are not able to grab the attention.

4. Checking the TLSD report:

TLSD report is a report which contains the total sales of the salesman, and it also shows
which salesman went to which retailers and which retailers were missed by him. My duty and
responsibility were to check the TLSD report and to assess the performance of the salesman
if they can complete the sales on time or not. Importance of the roles and responsibilities in
the organization:

For aligning all the roles and responsibilities, I would like to comment over here that the
addition of the outlets in the database will be directly proportional to increasing the sales of
the organization.

As my title of the project will also be working upon increasing the outlet, till now I have
added the value of increasing the sales by 33.33%. For some reference, I have attached a
PowerPoint Presentation which shows which outlets were added earlier and how much sales
came from those outlets resulting in increased productivity. Also, I noticed that after proper
motivation was given to the salesman, they were able to get more and more orders from the
retailers. After assessing the TLSD, the report was able to identify which salesman is not
able to perform good, and I was responsible for reporting that thing to my sales officer so that
he can handle that case.

5. Clear Objective Statement:

The primary objective as an intern at Dabur is to strategically add more locations in order to
improve the retail network. This entails locating possible retailers, outlining the advantages of
becoming a part of the Dabur retail network, and finally adding them to the database. In
addition, I am responsible for encouraging and advising stockist salesman (SSMs) to
maximize their output in order to have a favourable effect on sales.

6. Relation to Organizational Goals:

The tasks that have been specified are in direct alignment with Dabur's main objective of
increasing sales and retail presence. My efforts lead to a 33.33% rise in sales by expanding
the number of stores and inspiring SSMs. This is in line with the organization's overarching
goal of expanding its market reach and generating income.

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7. Current Retail Landscape and Expansion Goal:

While 1200 establishments are listed in the Gurgaon database, the examination of the current
retail scene shows that there is unrealized potential beyond this number. By evaluating
locations, determining eligibility, and persuading store owners to join the Dabur retail
network, my objective is to investigate and enlist more outlets. The objective of this
expansion is to enhance the organization's market presence in Gurgaon and extend its reach
beyond the current database.

Revised version specification

The report has been rewritten to include an organized format with distinct headings, which
greatly improves the study's overall readability and makes it easier for readers to navigate.
This calculated change guarantees that every reporting segment is unique, increasing the
report's readability and usability.

Sentences were deliberately condensed throughout the document to increase conciseness. By

streamlining the material, this refinement seeks to make sure that the information is presented
clearly and concisely. This method helps to improve the effectiveness of ideas and research
findings being communicated.

One of the report's most important sections, the outlet expansion strategy, has been broken
down into manageable steps. This structural modification improves clarity by offering a
methodical synopsis of the steps required in locating and adding possible outlets.
Stakeholders will find it easier to understand and carry out the proposed plan because every
aspect of the expansion strategy is covered in detail thanks to the step-by-step presentation.

The amended version now includes a clear statement of the restriction about the lack of a
specified implementation schedule. This feature is essential for addressing a critical project
planning component. By recognizing this shortcoming, the report maintains openness and
controls expectations, giving the reader a reasonable foundation for understanding the
timeframes of the suggested tactics.

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Solution Approach

● Define Clear Agenda: The principal objective is to expand Dabur's retail network in
order to tackle the issue of restricted product availability in the urban sector. This
entails focusing on various outlet openings to break through Dabur's sales plateau.
The goal is to strategically increase the company's reach to provide the internship with
real value.
● Meticulous Analysis: A thorough investigation is carried out to determine the
underlying causes of stockist salesmen's (SSMs) lack of motivation and engagement
to address the problem of them not focusing on their work. It is essential to
comprehend the difficulties SSMs encounter to create focused solutions that deal with
the particular problems impeding their effectiveness.
● Smart Solution Development: To improve SSM performance and motivation, clever
solution development is essential. The intern is actively helping to solve a big industry
problem by serving as a motivator and bringing zeal into their work lives. The
emphasis is on creating customized solutions that address the unique requirements
and difficulties experienced by stockist salespeople.

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 ● Implementation Plan: In addition to addressing SSM motivation, the implementation
strategy covers the general learning of SAP software, particularly the Drishti Core.
The intern's job comprises a thorough understanding and application of this program,
which is the foundation for administering the Gurgaon Healthcare business, in order
to effectively manage product inventories and bookings.
● Evaluation: The intern works on product development after learning how to use
Drishti Core software and putting motivational strategies for SSMs into practice. The
selected methodology entails a thorough examination of two product categories,
pointing out their shortcomings and suggesting enhancements. This prepares the
groundwork for an assessment procedure that will ascertain how the applied solutions
affect SSM motivation as well as the overall endeavors of product development.

Conclusion
To sum up, a careful effort was made to improve the report's clarity, conciseness, and
transparency in the updated version. The document's overall readability is greatly enhanced
by the use of an orderly arrangement with clear headings and concise words, which makes
each section easy for readers to identify and access. A more methodical and understandable
presentation is made possible by breaking down the outlet growth strategy into manageable
segments, which also helps to facilitate effective communication of the suggested plan to
stakeholders. Furthermore, the clear admission of the drawback of the lack of a defined
implementation timeline establishes reasonable expectations and exhibits transparency,
offering a strong basis for comprehending the temporal components of the recommended
techniques.

The solution approach is a comprehensive and strategic process that includes a well-defined
plan, thorough analysis, astute solution development, an implementation schedule, and
evaluation. Through tackling the restricted product reach, inspiring stockist salespeople,
incorporating SAP software learning, and participating in product development, the intern
adds to a variety of solutions that support Dabur's main objective of growing its retail
network. This holistic approach highlights the durability and strategic vision of Dabur's
expansion endeavors by not just addressing immediate issues but also establishing a
framework for ongoing improvement and adaptability to dynamic market conditions.

Reference
1. [Link]

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