Retail Sales Management Project Report
Title: Product Sales & Business Analysis
Brand : Warna Milk & Gokul Milk
Student Name: Rushil Jain & Simran Arora
Roll No: 21230023419 & 21230023350
Faculty Guide: Sagar Sir
Subject Name: Retail Sales Management
Submission Date: 09-12-2024
Retail Sales Management
Project Report
Introduction :
This project aims to analyse the sales and distribution strategies of Warna and
Gokul milk brands through primary research with distributors and retailers. It
highlights customer preferences, product margins, operational challenges, and
growth strategies. The findings are based on interviews and call recordings with
distributors and retailers. The objective is to provide actionable insights to
improve market share, enhance delivery efficiency, and address retailer and
distributor challenges.
Research Findings
Key Observations:
Both brands have strong customer loyalty but differ in product focus like
Gokul chass is the star product whereas warna dahi is star product of
Gokul whereas Gokul and warna has the same market base in milk is just
a matter of availability and nominal price difference.
Retailers prefer Warna for its dahi and milk, which show higher
quality and brand trust than gokul milk
Gokul excels in affordability, which make it a preferred choice for
small as well as medium-scale retailers.
Distribution is a challenge due to demand volatility and time-
sensitive delivery expectations in milk segment
Retail Sales Management
Project Report
Retailer Analysis
Retailer 1: Small Retailer
Location: Alibaug
Brand Sold: Warna & Gokul Both
Business Size: Small scale
Key Products: Milk and milk products like curd, paneer, chass etc
Customer Base: Mostly Alibag households with a preference
for premium and quality dairy products.
Challenges:
Limited storage capacity for dairy products.
Managing a higher volume of customers and orders daily.
Observations:
The retailer relies heavily on word-of-mouth promotions and prioritizes
quality over price. He has advantage as he has distribution channel in
family and also has good relations with Warna from last 15-20 years
Also, Warna’s curd accounts for higher margins, while milk
brings volume but at less margins (as per retailer)
Retail Sales Management
Project Report
Retailer 2: Medium Retailer (Gokul)
Location: Raigarh
Brand Sold: Gokul
Business Size: Medium
Key Products: Milk and paneer
Customer Base: Mixed demographic, including local households
and small eateries.
Challenges:
Managing a higher volume of customers and orders daily.
Struggles with timely replenishment from distributors.
Keeping prices competitive in comparison to Warna for targeting
people and increasing market share
Observations:
Gokul’s affordability and bulk packaging options make it popular
among cost-conscious customers.
Bulk sales of milk drive higher revenues, while paneer attracts
higher margins ( as per retailer)
Retail Sales Management
Project Report
Distributor Analysis
Warna Distributor
Operating as a distributor for 15+ years in Raigad, with a stronghold in
Alibaug and nearby areas and had a good rapport and connection with the
brand.
Focuses on maintaining premium product quality and strong
customer relationships.
Key Strength: High demand for Warna’s curd, which carries
better margins compared to milk.
Challenges:
o Ensuring timely delivery, especially in remote areas.
o Increasing revenue as well as margins and implementation of
proper scm as it will reduce transport and other cost lead to better
margins
Retail Sales Management
Project Report
Gokul Distributor
o Distributor from years with operations in Panvel and surrounding
regions.
o Known for affordability and proper chain management.
o Key Strength: Bulk sales of milk to medium-scale retailers
and eateries.
o Challenges:
o Rising fuel and logistics costs.
o Increasing competition from Warna in the curd and other
milk made segment
Retail Sales Management
Project Report
Comparative Analysis: Warna vs. Gokul
Parameter Warna Gokul
Market Premium, quality-conscious Affordable, bulk sales-
Position customers focused
Key Products Milk and curd Milk and paneer
Customer Local households in urban and Rural households, eateries,
Base semi-urban areas small retailers
Margins Higher on curd Higher on paneer
Wider coverage, including
Distribution Limited to specific regions
rural areas
Price-based discounts, bulk
Promotion Word-of-mouth, quality-driven
packaging
Delivery speed, scaling quality Logistics costs, demand
Challenges
service fluctuations
Retail Sales Management
Project Report
Conclusions and Recommendations
Conclusions
1. Warna: Basically, they focus on customer trust and premium quality but
need to address operational efficiency to match customer expectations
for delivery speed.
2. Gokul: Dominates the affordability segment but faces rising costs
and challenges in competing with Warna’s premium positioning.
Recommendations
1. For Warna:
o Introduce smaller, value-for-money milk packs to compete in
the price-sensitive segment.
o Focus on strengthening supply chain logistics to improve
delivery speed.
2. For Gokul:
o Promote premium products like paneer and explore expanding
into new product categories (e.g., flavoured milk).
o Collaborate with local retailers for joint promotional
campaigns, emphasizing volume discounts.
3. Joint Strategy:
o Both brands should leverage digital tools for inventory and demand
management to optimize stock levels and minimize losses.
Retail Sales Management
Project Report
Questionnaire for Retailers and Distributors
1. Name, Place and Type or Scale of Retailer
2. Which Brand
3. Since when working in this business
4. Least and Highest Margins Products (profitability)
5. Least and Highest moving products (for revenue)
6. How Many Distributors you deal with?
7. Frequency?
8. Across which part of the city/state you deal with?
9. If today I want to start same segment business what challenges
and marketing strategies I have to make and what market
research shall be done
10. Market share and territory size
11. POP/POD
12. What promotions strategies you do and crm you do to
engage customer or retain them as it is daily product business
and market have too competition
13. Technology helpful in business?
14. How many days require in entire company to retailer
process?
15. Challenges you are facing and steps to overcoming
Retail Sales Management
Project Report
Call Summary (Gokul Brand)
Firm Background:
The distributor has been operating in Panvel and near for over 8
years, catering to a mix of rural and semi-urban markets.
Recently expanded operations to include bulk delivery to
small eateries in Panvel and Navi Mumbai regions.
Key Insights:
Highest Marginal Product: Paneer
Lowest Marginal Product: Milk
Customer Base: Dominantly rural households, small
eateries, and medium retailers.
Challenges:
o Fluctuations in demand during off-season months.
o High operational costs due to rising fuel prices.
Promotions: Focus on affordability, bulk discounts,
and seasonal offers for festivals
Retail Sales Management
Project Report
Call Summary (Warna Brand)
Firm Background:
The distributor has been operating for over 15 years, focusing on
premium dairy products like milk, curd etc . They have established a
strong presence in Raigad, particularly in Alibaug, and are known for
their consistent quality and excellent customer service.
Key Insights:
Highest Marginal Product: Curd – Known for its quality and
trusted by households.
Lowest Marginal Product: Cheese – Low demand due
to competition and higher pricing.
Customer Base: Primarily urban and semi-urban
households prioritizing quality over price.
Distribution Network: Covers 4-5 distributors, with daily
deliveries based on demand and pre-orders.
Promotions: Relies heavily on word-of-mouth marketing due to
strong customer relationships and trust in product quality.
Challenges:
1. Maintaining a competitive edge in milk sales, where margins
are thinner than other dairy products.
2. Ensuring quick deliveries and managing day-to-day operations
efficiently to meet customer expectations.
Retail Sales Management Project Report
