FORE SCHOOL OF MANAGEMENT

SDRM PROJECT GUIDELINES, 2019

General
The purpose of the project is to provide the students with an opportunity to integrate and apply
the concepts of Distribution Management to the development of a real world experience in the
Indian environment. Each section of SDRM will have 9 groups. Each group has to develop the
distribution structure for their company (playing within the following industries) for Delhi /
NCR. The suggested industries are:

1. Air conditioners
2. Biscuits and Snacks
3. Automobiles
4. Personal care products (Toiletries, Cosmetics etc.)
5. Batteries (Automotive)
6. Electric appliances like fans, mixers, irons, toasters
7. Tea/coffee
8. Televisions
9. Mobile Handsets, smartphones, tablets
10. Soft drinks
11. Paints
12. Pharmaceuticals

Overall (5 to 7 pages)
o Industry growth trends over the last five years and changing market shares.
o Industry and Company forecast for next three years.
o Identification of major changes in target market profile and consumer behaviour

Distribution Structure – Points for inclusion (15-20 pages)

 Multichannel or single-channel distribution
o Levels, no. of players at each level, retail / customer penetration
o Role of each intermediary
o Territory design in NCR
o Margins at each level
o ROI for primary channel partners
o Coverage plan followed by distributors
o Infrastructure required by distributors / dealers
o Support provided to distributors / dealers by the company
o Payment / credit terms given to distributors / dealers by company
o Payment / credit terms given by distributors / dealers in the market
o Major points of conflict envisaged

1
 o Plan for conflict management
o Logistics / fulfillment network
o Service organisation, if applicable
o Use of technology in your distribution structure
o Promotional support given and expected

The emphasis will be on the specified companies. All groups are expected to visit adequate
number of retailers, wholesalers, distributors, modern retail outlets for their specified company to
collect practical information. Similarly, they should study the distribution structure adopted by
their major competitors in Delhi / NCR to make their own structure robust and competitive.
Budgets and other data (not explicitly mentioned in this guideline) can be assumed but has to be
backed by logical justification. The group may include any other detail, which they feel is very
important for their company’s distribution.

Timeline
The date for the submission of the first report covering the general portion is before the start of
the 10th session. The complete report having the details of the distribution portion has to
submitted one week before the start of the 17th session.
Note: All submissions are to be in soft copy mailed to asif@fsm.ac.in.

Each group will make a presentation of 15 minutes in the eighteenth, nineteenth and twentieth
sessions.
Evaluation
o General portion of report 3 marks
o Distribution portion of report 12 marks
o Presentation Quality 5 marks