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DETAILS

AREA : Bhuvanagiri

Super Stockist: Kamatchi Agencies – Setigathur

Sub Stockist: GKK Agencies ( Mr. Suresh)

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BACKGROUND

Bhuvanagiri is a rural market close to Cuddalore. The sub stockiest is a small scale distributor and works along with his brother to both distribute goods and collect orders from the retailers and wholesalers. The turnover is around 1-1.5 Lakhs and the population in the area is less than 5000. There are around 60 shops in the locality and the sub stockist also distributes to 2 close by areas.

FINDINGS

There were 23 productive sales call during the day (15/6/2012) and most of the other shops were attended by the sub stockist on the previous days. The following table shows the list of productive call outlets categorized based on type. Medical stores could not be attended today as they were distributed the products only yesterday

General Stores | 8 |

Wholesalers | 6 |

Kirana Shops | 5 |

Fancy Stores | 4 |

The average brands of CavinKare available in each store are in between 5-7. Nyle, Ghee and Vermicilly did not move in the market. The shop owners expect more schemes. It was observed that Karthika is the prime product for the substockist. 100ml Karthika shampoo was not available in any store and the shop keepers were not aware of the product. A break up of the products sold in each shop category can be seen in the chart below

Chart 1: Brands available in stores

GENERAL STORES

In most of the general stores which include shops that sell vegetables awareness about tiger balm being a CavinKare product was low. Chik, Meera and Karthika are the best sellers but the number of sachets visibility is low compared to main competitors. Being a rural market 1 rupee pickles are easy to find in these shops.

WHOLESALERS

A number of wholesalers did not want to purchase MCO as they are in the mindset that MCO does not sell...