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Summer project The basic objective was to do cost benefit analysis of the spends done by Cadbury on visibility the

e ones which I analysed were Sheet Metal Dispensers, Visicoolers and Golden eat initiative! I did it for the spends done in "### because the $uality of data for other years would have been poor and also relatively lesser relevance of outdated data! Sa%ple& Ta'en fro% Mu%bai %etro s%ds ()), Visicoolers **, +olden beats (" Source distributors and sales officers Distributors covered () out of "#! ,opulation --#( visicoolers .-### SMDs ()# +olden beats /esults& Ca%e up with findin+s on profitability of these spends and developed a plan for allocation of spends! Can0t share e1act details because of the sensitivity of the data! Incorporated the findin+s fro% the study as well as observations pic'ed up fro% the %ar'et visits! 21plain& (! Cost benefit analysis find out the increase in profit due to the visibility spends vis343vis the costs incurred to calculate the return on invest%ent and the pay bac' period! "! SMDs they are the ubi$uitous purple colour dispensers one finds on cash counters of retail stores 5! Visicoolers these are coolers with a see throu+h +lass front face! The te%p is 'ept at ard (* de+ree C to avoid stoc'in+ of other food stuff by retailers -! Golden eats Specific beats are identified as hi+h +rowth beats where visibility is increased throu+h wall paintin+s, si+n boards, 6branded canopes0 for vendors, hoardin+s, banners etc! 7! eats a beat is a route ta'en by the sales%an on a particular day essentially a collection of outlets ,roble%s faced& 8uality of data e1trapolations, fro% retailer if i%portant, +o thru sales boo' Conflict of interest Maintainin+ +ood relations, relate to %e! 9earnin+s& Insi+ht into the FMCG marketing set-up and the issues in channel management

The structure of channel, dyna%ics :%ar+ins, partnerin+, 6cric'et ; du%pin+! Mana+in+ returns of the distributor, trade %ar'etin+, etc! <nderstandin+ of para%eters that affect ,=, %ar'etin+ in branded i%pulse food %ar'et Visibility is of para%ount i%portance the $uality of visibility Chocolates %eltin+ is a bi+ proble%, innovation in ter%s of Visicoolers Invest%ent of the retailer in ter%s of space %a1i%i>e his returns

Sensiti>ation to issues in %ana+in+ and wor'in+ with the field? %ana+erial sales force The conflict of interest I tal'ed about busy, %ay reflect ne+atively hence create trust and relationship, relate to %e rather than %y wor'! @hy not relate to %y wor'A these people r very 'nowled+eable feel they 'now everythin+ that %i+ht co%e up in the study I was doin+ partly true also for e+! +olden beats hence tell the% that %aybe I can be the conduit throu+h which they can brin+ about that chan+e in the perception of the seniors! They wont +et credit so why would they help %e two reasonsB first bcs I have build that relationship and they 'now I can b trusted and two that %any of the% care for the co%pany above their personal interest!

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