The Distribution Channel And Market Analysis Marketing Essay

The Distri furtherion Channel And Market Analysis tradeing EssayThe project Study of the dispersion channel and foodstuff compendium of the of the produces distri simplyed and marketed by K change surfaceter Agro under the indorse of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distri excepte and market intersections of Parle Agro which includes HIPPO and BAILEY PACKAGED alcohol addiction WATER and BAILEY SODA.Keventer Agro The Comp eitherKeventer Agro Limited is a subsidiary of Keventer Group which has been operating years in the Food bear upon Industry in India for much than than 125 years. Keventer exports Alphonso Mango Pulp, Totapuri Mango Pulp, true guava Pulp, Sweetened Alphonso Mango Pulp, Mango Pickle, Sesame Seed, Cashew Nuts, Peanuts, Cumin Seed, finocchio Seed, Fenugreek, Coriander Seed, Bakery Ingredients, Fruit Jams, Tutti Fruiti, Red Chilies Button Mushrooms etc. to miscellaneous countries. Keventer Agro Ltd. (KAL) was est ablished in the year 1986. The division exports diet growths such as Mango Pulp, Guava Pulp, Sesame Seeds, and Bakery Ingredients to various customers across the globe. In no time, it earned the cor unmatchablet of being the archetypical to introduce aseptic incase in the beverage category (a high-end crime syndicateaging procedure that preserved the infixed wellness of drinks in hygienic exacts). The Group entered into a franchisee agreement with the feed and beverage giant PARLE to manu occurrenceure, package, distri nominatede and market its well-k straightn sets namely FROOTI a popular mango drink, APPY and APPY FIZZ- the in-style apple drinks and BAILEY PACKAGED DRINKING WATER generally in the eastern parts of India.In late 2010, Parle Agro inked a nonher agreement with Keventer Agro to set up a plant at Barasat. This new whole manu occurrenceures Parle Agros morsel brand hippo. Besides manufacturing, Keventer is also responsible for marketing, sales and dist ribution of hippopotamus. Parle Agro chose to partner Keventer for their range of f ar brands which w-ll hl them to expand hippos market shargon in the eastern part of India.Parle Agro The CompanyParle Agro is a household name in the beverages industry and has leading brands same Frooti, Appy, Appy scintillate and case intoxication body of body of water, Bailley. A pioneer in the Indian industry, Parle Agro were the stolon to introduce fruit drinks in tetra packaging, showtime to introduce apple ambrosia and the first to introduce fruit drinks in front- break offner bottles. In cc7, Parle Agro forayed into foods with the douse of cardinal confectionery brands, faterox mints and Buttercup stackdies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Re centime beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In two hundred9, Parle Agro forayed into snacks with the throw of hippopotamus, in line with the companionships vision of suitable a major sham in the foods and beverages industry. The snack brand river horse, was launched in the western region showtime with Maharashtra and then it was soon rolled out nationally. Parle Agro commenced operations in 1984. scratch with totally beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias ducky mango drink. It still has a leading market sh be.Parle Agro Pvt. Ltd operates under ternary business vertical Beverages fruit drinks, nectars, 100% Juice, sparkling drinks, Water package Drinking Water and Foods confectionery, snacks growth Industry OverviewHIPPO Parle Agro forayed into snacks with the launch of hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. hippo is a toasted bread snack. Its ingredients include wheat flour, tooth active vegetabl e oils, seasoning mix, corn starch, sugar, raising agent, milk solids, salt, emulsifier, yeast evince powder, instant yeast. It contains added natural color and added natural identical flavoring substances but no added MSG, no GMO and no Trans Fat. It comes in two variant Hippo Munchies and Hippo Round-Round. The Hippo Munchies comes in 7 flavors (Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Italian Pizza, Indian Chatpata and Arabian seasoned) and Hippo Round-Round comes in 5 flavors (Punjab Da Pickle, Gujrati Mango Chatni, Shillong Noodle Masala, Goan Butter and Garlic, Firangi Cheese n Spice). It is acquirable in three sizes which are priced at Rs 5, Rs 10 and Rs 20.Industry to which Hippo belongs Hippo is a player of the snack food industry of India. The Indian snack industry is one of the largest when considered in the global level. With rising standard of living, lot are more resorting to snacks items during breakfast, supper or any time snack s close a adept deal take the place of meals. Right from production, using up, export and addition prospects owe to emerging markets, increasing acquire, and incorporation of latest technologies, the snack industry in India has encountered a dramatic change. Ready-to-eat foods, samosas, kachoris, namkeen, chips, are few of the snacks that are well-nigh pet by Indians. Given the rising prerequisite, the snack industry is going to witness further growth in the future.The snacks food industry in India mountain broadly be categorised into three divisions staple (biscuits category), traditional (namkeens) and ready-to-eat packaged snacks (chips / crisps). The snack food market in India is $3 billion with the create segment accounting for al nearly half of the market share and summation at rate of 15 to 20 percent per year. A evolution economy, changing lifestyles, rise in disposable incomes and preference for prime(prenominal) products of U.S. stock will continue to fu el growth of imported U.S. snack food items in India. As per an industry estimate, the mark and organized snack food segment predominate by major players such as Frito Lay, rip off Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams, Nestle, Britannia, Cadbury, Bikano and Balaji is estimated to grow by 15 to 20 percent per year whereas the growth of un-branded snack food is standardizedly to grow modestly at 8 percent per year in the near future.Frito-Lay India led sweet and juicy snacks with a retail value share of 46% in 2009. The companys Kurkure, Lehar and Lays Stax offerings commit helped it to consolidate its leadership during the year. Haldiram Foods International Ltd and ITC Ltd remained the second and third ranked players respectively. Products same Hippo claim to be made from healthier ingredients than chips/crisps. With Indian consumers becoming more health conscious(p) and more inquisitive rough the ingredients in their food, sweet and savory snacks will w itness an increase in products which are positioned as better for you and healthier snacks.BAILEY PACKAGED DRINKING WATER near other product of Parle Agro that is managed by Keventer Agro. It is the first water brand to be issued an ISI credential and the first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and British Airways. Bailey is available in 200ml, 300ml, 500ml, 1 ltr. 2 ltr. PET and 5 ltr., 20 ltr., 25 ltr. Jars. The target market is thirsty, hygiene conscious people and Hotel, Restaurant and Cafe (HORECA). Bailey the brand that is owned by Ramesh Chauhans associate Prakash Chauhan is actually popular in the southern part of IndiaIndustry to which Bailley belongs Indias bottled water industry is bubbling with a 25-30% growth each year. As the rival heats up, branding will become imperative in the commoditised Rs 1,100 crore market. There are more than 200 bottled water brands in India and among them nearly 80 per cent are local anaesthetic anaesthetic brands. In fact, making bottled water is today a cottage industry in the country. Leaving alone the metros, where a bottled-water manufacturing business can be found even in a one-room fail, in every medium and infinitesimal city and even somewhat fortunate rural landing fields there are bottled water manufacturers.While India ranks in the visor 10 largest bottled water consumers in the world, its per capita per annum purpose of bottled water is estimated to be five litres which is comparatively lower than the global average of 24 litres. Today it is one of Indias fastest growing industrial sectors. Between 1999 and 2004, the Indian bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent the highest in the world. The total annual bottled water consumption in India had tripled to 5 billion liters in 2004 from 1.5 billion liters in 1999. Global consumption of bottled water was nearing 200 billion liters in 2006.The marke t leader is Bisleri International, which boasts a 40 per cent share. It is followed by Coca- Cocas Kinley (around 25 per cent) and PepsiCos Aquafina (around 10 per cent). The top players in bottled water industry in India are the major international giants like Coca cola, Pepsi, Nestle and noticeable presence of national players like stage setting Everest, Manikchand, Kingfisher, Mohan Meakins, SKN Breweries , Indian Railways so on. Al to the highest degree all major national and international brands drop taken a plunge. Parles Bisleri that virtually monopolised the bottled water market is now vying with Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia. According to a national-level study, there are close to 200 bottled water brands in India. Nearly 80 per cent of these are local brands.Bottled water is sold in a variety of packages right from 200 ml pouches and glasses, to 330 ml bottles, 500 ml bottles, to one-liter bottles and even 20- to 50-litre bulk water packs. In terms of cost the bottled water business in India can be divided broadly into three segments, premium natural mineral water, natural mineral water and packaged drinking water.BAILLEY SODA It was first introduced way back in the year of 1998 but due to infuriated rival from the local brands it could not sustain in the market. Parle has relaunched its soda. Parle Agro within renew zeal has again introduced Soda with much better packaging and product. The product has a gas volume of 5.4% V/V of carbon dioxide compared to 4.5% V/V of carbon dioxide which makes it stronger followed by Grenade like label on the bottle.Objectives of the chuckFor HIPPOTo execute a qualitative study on the elan of packaged snack industryTo guess the acceptance of baked and healthy-snacksTo study competitors strategy in the marketTo study the sales and distribution structure, price (both to the retailer and to the consumer) of Hippo and problems in those respected playing field.To develop marketing st rategies for HippoTo analyze the markets and determine the factors responsible for sale of products and grant recommendations to the highest degree the stove for gain.To provide a statement of collective responses of the retailersand determine the scope for improvement in the distribution channel for the products and the problems face by the retailers.To study the variant of consumer behavior and their apprisedness towards HIPPOTo find out the problems faced by HIPPO if any and suggest theme to address those problemsFor BAILLEY PACKAGED DRINKING WATER and SODATo find out the potential of bailey packaged drinking water and soda in the marketTo understand the bargaining index number of the company in respect to the productTo understand the retailers view just about the productsTo find put the main competitors operating in the marketTo provide a statement of collective responses of the retailers and determine the scope for improvement in the distribution channel for the produ cts and the problems faced by the retailers.To find out the problems faced by bailey packaged water and soda if any and suggest solution to address those problemsTo understand the market and suggest ways that would lead to increase in sales for bailey packaged drinking water and soda hurtle MethodologyPrimary Research is done through market survey. The question is mainly based onQuestionnaire MethodInterview Method musing MethodSecondary Research has also been used as a supporting tool like whatever of the data related to holistic picture of the industry has been gathered from the data available on the net profitM A I N T E X TSince the project revolves around two types of products distributed and marketed by Keventer Agro under the license of Parle Agro, work done so far involves both the products Hippo and Bailley packaged drinking water and soda.The initial phase constituted of mainly poring over and analyzing the distribution channel of Hippo and doing a market analysis of th e product with respect to pricing, competition, brand awareness and consumer behavior of Hippo.As per the objective of the project, two sets of questionnaire were preparedFor the retailer which aimed to assess the availability of Hippo, pricing of Hippo, sales, taint treatment and some financial aspect of Hippo viz. its competitors and the other for the consumers.For the consumer which aimed to gauge awareness of the product and the brand, product acceptance, their choice of product and buying pattern. frame ONERefer Annexure I for further details.This phase involved day-to-day visits from the stock point to the designated markets. The markets covered were Salt Lake, Lake Town, S.K. debutante Road Market, Nagerbazar, Mrinalini picture Hall Market, New Market, Ultadanga, Kankurgachi, Bagmari, Beadon Street , Aurobindo Road and Vivekananda Road theater of operations, Shyambazar, Rajballavpara and Baghbazar. Every tell on that unbroken branded snacks in the respective theater w as approached. The initial plan was to conduct the survey through questionnaire rule but man performing the survey the system had to be changed to schedule, thoughtfulness and consultation regularity as it was not convenient for the retailers to fill up the questionnaire.Observations through observation method actingThe visibility of Hippo and of competitors productMode of storing Hippo and competitors i.e. whether it is on circumvent or in the basket or inside almirahThe location of the store i.e. whether it is beside main road or inside a lane or on a squareType of storeApproximate human ecologyObservations through schedule method was based on three perspectives roughly Hippo Whether he arrests Hippo or not, if not the reason, its availability, range period, quality of defective product handling, margin offered, affix of banners and danglers.About Competitor The competition brand kept, approximate margin they offer.About the market as a whole The most sell brand.The interview methodology aimed to gain the inherent details of the market functions such as if the retailers does not aliment Hippo would he like to carry it afterward, the credit policy, frequency of visit of sales model, retailers view on Hippos marketing strategy and scope of improvement.Findings by scene of action field of honor Salt-Lake KC immobilize, Law College, Opposite of Hyatt Regency and some other places in Salt Lake warning size = 12The distribution in the Salt Lake area is managed by Sonata Distribution. Survey was conducted on those pastures where products were supplied by the company. Accompanying sales delegate was Mr. Maiti who works for Sonata Distribution.Observations by observation methodThe area Opposite of Hyatt is a kind of Slum. It is beside the main road. The area is not so developed. to the highest degree of the shops are very wasted but product visibility is relatively good as they suspend the chain of Hippo on rope support by a bamboo structure.T he area near by The NUJS Law College is quite an polished but the shops are largely of shack kind and are sparsely distributed. The visibility is good since they also suspend the chains of Hippo on the rope supported by a bamboo structure.KC block is quite dormant. near of the shops are neither small nor large. Some of the shops were inside a residential complex.Observations by order of business methodEvery shop celebrates Hippo.The reorder level is about a week.Most of the retailers are exceedingly at ease with the supply and availability of Hippo.The product supplied are almost defect palliate otherwise it is replaced without much hassle.No banner or dangler is supplied to most of the retailers.They are not very genial with the margin offered by Hippo.The use up for Hippo is neither too high nor too low. Small pack of Goan Butter and Garlic flavor sells the most.few retailers are aware of the fact that Hippo is baked and not heat but none of the retailers gob it while marketing.Competitive brands are Lays, Kur-kure, Cheetos, Zengo, Kids Fun, Bingo.Bingo provides highest margin while Lays is the most selling brand.Observations by interview method Some of the retailers demanded for hanger as they were decision it difficult to store the product.Other readingRetailer SchemeWith 12 pieces (a chain) of small pack Hippo, a small pack of Hippo is freeWith 18 pieces of medium pack Hippo, a 200ml Tetra pack Frooti is freeWith 34 pieces of medium pack of Hippo, two 200ml Tetra pack Frooti is freeThe sales re designateative (Mr. Maiti) shares a very good relationship with the retailers. The retailers respect him and trust him which is a prime requisite for the last mile distribution.Mode of transport send off Commercial Vehicle (Auto).Area From Nager bazaar towards Airport Gate no 1Sample size = 12The distribution in the Nager Bazar area is managed by Dazzle Infotech. It is a new distribution house. introductory the distribution was done by some other house. The reason target the change is that, the earlier distributer could not perform. Survey was conducted on those shops where products were supplied by the company. Accompanying sales representative was Mr. Sukalpa who works for Dazzle InfotechObservations by observation methodProper Nagerbazar is quite busy but while move towards Airport Gate no 1, the area became quieter and less developed.Factories like Jessop go-cart Works, Ordnance factory, His Masters Voice(HMV) lies on the area of research.Most of the shops in the befitting Nagerbazar area are neither large nor small but the shops towards drome gate no 1 were smaller and some were of the kind of shack.Product visibility is not so as very few hangers have been supplied by the Keventer. save some shops manage to display Hippo by using competitors hanger.Observations by Schedule methodMost of the shops commemorate Hippo.The reorder level is about a week.All the retailers are extremely satisfactory with the supply a nd availability of Hippo.The products supplied are mostly defect free otherwise it is replaced without much hassle.No banner or dangler is supplied to most of the retailers.They are not very at rest with the margin offered by Hippo.The demand for Hippo is on the upper crest. Small pack of Punjab Da Pickle flavor sells the most.Few retailers are aware of the fact that Hippo is baked and not fry but none of the retailers pitch it while selling.Competition brands are Lays, Kur-kure, Cheetos, Bingo, Mukhorochok stump spud Chips, Lehar, Haldirams, Parle (Products).Lays provides highest margin and is the most selling brand.Observations by interview methodMost of the retailers demanded for hanger as they were finding it difficult to display the product.A product lot, that was supplied about six months originally was defective. It has had a negative impact on the brand image and wisdom of Hippo among the retailers.Some retailers complained about defective products that were supplied by the earlier allocator were not replaced.Retailers are quite confused of nine-fold distributor, multiple division policy.Most of the retailers were seeking for credit policy and some of them even utter that if credit policy is not made available then it would be difficult for them to sell Hippo anymore.Other informationRetailer SchemeWith 12 pieces (a chain) of small pack Hippo, a small pack of Hippo is freeWith 18 pieces of medium pack Hippo, a 200ml Tetra pack Frooti is freeWith 34 pieces of medium pack of Hippo, two 200ml Tetra pack Frooti is freeThe sales representative (Mr. Sukalpa) is very hard-working but straight. He is not allowed to go beyond the schemes as per the order of his firms proprietor, Mr.Saikat Das. The proprietor believes that if retailers are supplied beyond the schemes provided, then it would work initially but in the long run it would dilute the brand bargaining power.Mode of transport Van jinrikishaArea Lake TownSample size = 11The distribution in the La ke Town area is managed by JDP Enterprise. Survey was conducted on all the shops that kept branded snacks. No accompanying sales representative was present with us.Observations by observation methodLake town is quite busy and is a intimately a large market.The area has school, movie theater, departmental stores, large branded showroom etc.Most of the shops in the Lake Town area are on larger side but shops towards S K Deb lane were smaller. S K Deb lane also had a fish market sort of market.Product visibility is very good for competitors brand. Parle Chips can be found outside every shop with very good product arrangement and orientation.Observations by Schedule method altogether 27% of the sample keeps Hippo and 36% of the sample used to keep Hippo.The reorder level is about a week.All the retailers are more or less satisfied with the supply and availability of Hippo.The products supplied are mostly defect free otherwise it is replaced without much hassle.No banner or dangler is s upplied to any of the retailers.They are not satisfied with the margin offered by Hippo.The demand for Hippo was initially high but currently it is low. Small pack of Punjab Da Pickle and Gujrati Mango Chutney flavor sells the most.Only 27% retailers are aware of the fact that Hippo is baked and not fried and none of the retailers pitch it while selling.Competition brands are Lays, Kur-kure, Cheetos, Bingo, Haldirams, Parle (Products), Apna, Pogo.Lays provides highest margin and is the most selling brand.Observations by interview methodMost of the retailers demanded for hanger as they were finding it difficult to display the product.A product lot, that was supplied about six months before was defective. It has had a negative impact on the brand image and perception of Hippo among the retailers.Some retailers complained about defective products that were supplied by the earlier distributor were not replaced. reference work facility is provided to some of the select retailers. One of the shop doesnt keep Hippo because the opposite shop gets credit facility but he does not. It hampers the morale of the retailer.Most of the retailer said that cypher demands for Hippo. They would only keep Hippo when its market become stable.Many of the retailers said that nobody approached from the Company( Keventer). out of 36% of retailers who use to keep Hippo, many of the retailers said that they does not keep Hippo because of its low sales.Area New MarketSample size = 17The distribution in the Lake Town area is managed by Haji Enterprise. Survey was conducted on all the shops that kept branded snacks. No accompanying sales representative was present with us.Observations by observation methodNew market is one of the most popular markets of Kolkata. It is mostly dominated by hawkers but one can find any segment of shops starting from branded franchise, mall, large retail and even grey/ opprobrious market peddler.As it is not a residential area, snacks are unremarkably bought by impulse.As most of the shops are small, their shelve aloofness is limited. So they keep the most selling brands on the shelve. Moreover competitor brands floodlight their product in to their shelve leaving no space for Hippo.Observations by Schedule methodNone of the shops keep Hippo currently. However 35% of the shops use to keep Hippo previously.47% of the shops were not approached by Keventer.Some of the shops that use to keep Hippo earlier had reorder period of about a week and some a month.Retailers are not at all satisfied with the supply of Hippo.Some of the products that were supplied earlier had defect and were not replaced properly.No banner or dangler is supplied to any of the retailers.They are not satisfied with the margin offered by Hippo.The demand for Hippo was always low. The most selling flavor could not be gauged.Only one of the retailers was aware of the fact that Hippo is baked and not fried but he did not pitch it while selling.Competition brands are Lays, Kur-kure, Cheetos, Bingo, Haldirams, Peppy.Lays provides highest margin and is the most selling brand.Observations by interview methodFew retailers are ready to keep Hippo if approached by the company. cede has been halted for six months during the transition period of distributor re-appointment.Some retailers complained of poor quality product.Credit facility was not provided to any of the retailers.Most of the retailers would keep Hippo after the product is demanded by consumers.Out of 35% of retailers who use to keep Hippo, some of the retailers said that they does not keep Hippo because of its low sales and some said nobody came from the company after one or two consignments i.e. no follow up.Area Ultadanga, Bagmari, Kankurgachi and Murari PukurSample size = 25The distribution in the Lake Town area is managed by Sree Laxmi Distributor. Survey was conducted on all the shops that kept branded snacks. No accompanying sales representative was present with us.Observations by observa tion methodProper Ultadanga and Kankurgachi is very busy with lines of shops of different sizes. Most of the shops are on the larger side. The market is very developed. Many offices and residential complexes are present in Ultadanga, Kankurgachi area. They are prime location and connects to different parts of Kolkata. However Bagmari has a slum and Murari Pukur is not so developed.Visibility of the product in the shops are good in all the areas. HoweverObservations by Schedule methodOnly 16% of the shops keep Hippo currently. However 32% of the shops use to keep Hippo previously.Some of the shops that use to keep Hippo earlier had reorder period of about a week and some a month.Most of the retailers are not at all satisfied with the supply of Hippo.Some of the products had defect and were not replaced properly.No banner or dangler is supplied to any of the retailers.They are not satisfied with the margin offered by Hippo.The demand for Hippo was on the upper side. Most selling flavo r is Punjab Da Pickle.Very few retailers were aware of the nutrition fact of Hippo but none of the pitch it while selling it.Competition brands are Lays, Kur-kure, Cheetos, Bingo, Haldirams, Peppy, Pik-Nik, Timbakto, Ringa-Ring, Simba and local pouch snacks.Lays provides highest margin and is the most selling brand.Observations by interview methodFew retailers are ready to keep Hippo if approached by the company.Supply has been halted for some couple of months. The reason is not known.Many of the retailers does not keep Hippo because of the competition brand that floods their product into the shelve, leaving no shelve space for Hippo. One of the retailer said that he does not keep Hippo because the sales representative was rude to him. Some of the retailer said that they might keep Hippo if they are being supplied by torment and basket because of both lack of space and trouble created by mice.Credit facility was not provided to any of the retailers.Many of the shops were never appr oached by the company. In those shops when asked if they interested to keep Hippo, most of them had a positive gesture.Area Shyambazar and its attached areasSample size = 53The distribution in the Lake Town area is managed by Baba Taraknath Agency. Survey was conducted on all the shops that kept branded snacks. No accompanying sales representative was present with us.Observations by observation methodThe area is very clean and organized with wide roads and greenery. The area has a touch of tradition and is one of the oldest modest areas of Kolkata.The kiosks of the shops are small but has a greater depth.The area is not that busy but lively.The shopkeepers are very well-behaved and some of them even offered some worthful suggestions.The area has got everything starting from school, movie theater, pilgrimage etc.Shops with local pouch snacks as sole product can be found.Pogo Chips has good sixth sense and is visible in many shops.Observations by Schedule method47% of the shops keep Hippo currently. However 20% of the shops use to keep Hippo previously.There is nothing definite about the reorder period the shops. For some shop the reorder peroid is a week, some fortnight and some even a monthMost of the retailers are quite satisfied with the supply of Hippo.Some of the products had defect and were not replaced properly.No banner or dangler is supplied to most of the retailers. Only 1 shop had a rack.They are not satisfied with the margin offered by Hippo.The demand for Hippo was on the lower side. Most selling flavor is Punjab Da Pickle.Considerably more retailers are aware of the nutrition fact of Hippo but none of the pitch it while selling it.Competition brands are Lays, Kur-kure, Cheetos, Bingo, Haldirams, Pogo, Nabadeep, Apna, Max-G, Tofo, Keka, Mukhorochok, Pringle, Tofo, Sony, Timbakto, Zeng and local pouched snacks.Local pouched snack and Pogo provides highest margin but Lays is the most selling brand.Observations by interview methodThey said the schem es provided by Lays is better. Lays has scheme that if they can sell Frito-Lay product of Rs 10000/month then they would get cash rebate on further purchase and gifts.Some said that the Hippo as a product is poor. Its just a toasted bread sprinkled with spices. Its wont reply upto the expectation and taste of the consumerThe sell goes up when the schools are open.Most of them complained about the cash policy of Hippo.One of the retailer said that his shelve space is limited and he would only the best selling products and more-over Hippo doesnt provide either great margin or credit facility and besides nobody demands for it. So he doesnt find it feasible to keep Hippo.