General Definition .“It is a 'path' or 'pipeline' through which goods flow in one direction (from supplier to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the supplier).” Wikipedia

IntroductionVitamins and minerals are considered essential nutrients—because acting in concert, they perform hundreds of roles in the body. They help shore up bones, heal wounds, and bolster your immune system. They also convert food into energy, and repair cellular damage.

•Vitamin & Minerals together : 36 %: of Nutraceutical industry.,•Growing in double digit.•OTC market in India is 4000 cr. Growing -12-14%

Brands in the MarketRevital, is Sun Pharma flagship OTC brand and is the No. 1 Vitamin & Mineral Supplement Brand.

Other brands , Himalaya’s Liv-52 and Pfizer’s Becosule.Supractiv (Piramal), Nutralite (Amway), Nutrigo (Dabur), Well AM- PM,Well multivitamin (Modicare) and GNC (Guardian Life care Pvt. Ltd). However, in the specific Vitamins + Minerals + Ginseng segment, the competing brands are Actival – Z – (Taj Pharmaceuticals), Seven Seas Multispectrum (Merck), etc.

STRENGTH: WEAKNESS:

Tier 1 cities –People awareness Only an urban market phenomenon

Govt also promoting cleanliness and hygiene and good health Awareness is less in 2 tier cities

Existing dietary supplement will help competitive and hence limited scope to increase market share

Neulife stores in 22 cities will help promote the brandPharmaceutical channel only, Grocery stores reluctance

Good distribution, promotions, and campaigns for luring customers

OPPORTUNITY: THREATS:

Expand in more varieties to make presence felt Competition from strong existing companies

Eventually tie up with Doctors and health advisors Customer retention difficult

Contact local Gym instructor

Distribution Model

Pharma wholesaler

CHANNELS OF DISTRIBUTION

Direct store delivery- like Big Bazaar, Spencer’s, Hyper city. ,E com

DSD- Neulife stores

DSD-Focussed outlets –Gym equipment's and protein supplement stores

Through Distributor- Chemist outlets and Pharma wholesaler

Population-1.5 Cr Approx outlet no all put together.-

35000. Total targeted retailers

(chemist+LFR+Focus outlets)- 9000. Total market value- 10% *4Kcr=400 cr

Population-1.5 Cr Approx outlets no.-9000 Frequency of Visit in a month. 2000 weekly, 5000 fortnightly,2000 monthly Scheduled calls :-2000*4=8000,5000*2=10000 . Monthly -2000*1 =2000Total calls=20000 1 dsm-20 calls*25 days=500 Total distributor salesmen=20000/500=40.

Key A/C (MT, Focus, Neulife stores) -100 2 key a/c- executive. On payroll .DSD(direct store delivery)

10 distributorArea Distributor

Byculla-Colaba-Nariman point 1Dadar-Kurla 1Mulund-gkp-mankhurd 1Mahim-Bandra-Andheri 1Jogeshwari-Dahisar 1Thane-e+w 1Meera road-vasai-Palghar 1Dombiwali-Badlapur-karjat 1Airoli-Belapur 1Kharghar-Panvel 1

10

No. of retailers 9000 Total no. of distributor sales men to cover the arket-40

Rural

Urban people

Kids

Low Income group

Middle to high income group

Working professionals

Females

Fitness oriented,

Do not prefer

Working corporate professional Middle and high income group Kids 12 yr+ Young urban females. Gym goers and joggers.

“We offer fitness ,stress-free and healthy life to the people from all the walks of life

Incentive plan, quota per Sales Representative Distribution plan: initial stocking and terms CFA /warehouse Appointment Distributors Appointment. Meeting with LFRS and agreement . All the partners and sales people aligned . Salespeople should be in company uniform.

Video models for use at launch role plays. use social channels for more meaningful engagement. See who is talking

about your offering online and then make contact with them. See how these folks can help you further promote your offering within their social circles.

Product features and application Handling retailer objections and competition.Ensuring that first trials are successfulGroup presentationsHow to put the new product into the storeRoute Action PlanPresentations to store keeper(selling story)Sampling allocation and planPOP, utilization, etc.All merchandising kits with sales teamFollow sell in norms.

Weekly review with the Team and Feedback on the plan.Discussion- based on placement.

Placement norm

Category-channel Sell inReplnishment

Outlets

60% /40% placemen

tTotal sales

LFR 20 10 40 24 480Nutrition Store -Focus stores 20 10 40 24 480pharma wholesale 20 10 20 12 240Chemist 6 3 9000 3600 21600

3660 22800

Note:-Sell in norms can be adjusted depending on pricing and packaging of the brand and competition

40% for retailchemist

-Our brand should be neatly arranged.-Flow should be right-left –high price to low.-They should be placed in the category.Need to be placed with brand leaders like Revital etc.

Free sampling-small packsShopper contract forms to be filled in

Analyze effectiveness of tactics and effectiveness of message

Analyze competitive response Handling store keeper queries Handling store keeper resistance Post launch bulletin Producing the Audio Cassette Training

Program, Post Launch Feedback Revising plans.

Celebrating successes Selling tips New ideas to reinforce messages Interviewing happy users of new

product How to respond to Rep’s questions