Post on 07-Apr-2015
Matrketing Strategies of Priyagold SURYA FOODS & AGRO LTD.
A report submitted to U.P. Technical University for the partial fulfillment of MBA Degree
U.P. TECHNICAL UNIVERSITY LACKNOW
Submitted To Submitted by:
HOD-MBA Deptt Upendra katiyar Roll no.: 0921320007 MBA-3rd Sem Batch: 2009-2011
Greater Noida Institute of Technology - MBA InstituteGreater Noida Institute of Technology - MBA Institute7, Knowledge Park II Greater Noida - 2013067, Knowledge Park II Greater Noida - 201306
DECLARATION
I, Upendra Katiyarto declare that the summer training project report entitled
“RETAIL OUTLETS COVERAGE IN RESPECT OF SUPPLIES” being
submitted to the U.P.TECHNICAL UNIVERSITY for the partial fulfillment
of the requirement for the degree of Master of Business Administration is
my own endeavors and it has not been submitted earlier to any
institution/university for any degree.
Place: (upendra katiyar)Date:
TABLE OF CONTENTS
CHAPTER I
COVER & TITLE PAGE
CHAPTER II
PREFACE
CERTIFICATE
ACKNOWLEDGEMENT
DECLARATION
SYNOPSIS
EXECUTIVE SUMMARY
CHAPTER III
INTRODUCTION
AREA OF STUDY
RESEARCH OBJECTIVE
RESEARCH METHODOLOGY
DATA COLLECTION METHOD
CHAPTER IV
LITERATURE REVIEW
CHAPTER V
COMPANY PROFILE
INDUSTRY PROFILE
TRADE PROFILE
MARKETING STRATEGIES
MANAGEMENT HIERARCHY
GOVERNMENT POLICIES
COMPARISON WITH OTHER BUSINESS
CHAPTER VI
PROJECT SUMMARY
CHAPTER VII
BRAND NAME
DISTRIBUTION SYSTEM
CONSUMER BUYING BEHAVIOR
MERCHANDISING THROUGH RETAILER
CHAPTER VIII
DATA ANALYSIS
FINDINGS
MARKET SHARE
MARKET POTENTIAL
CHAPTER IX
SWOT ANALYSIS
RETAILER’S VIEW AND COMPLAINT
RECOMMENDATION
LIMITATION
CHAPTER IX
QUESTIONNAIRE
CONCLUSION
BIBLIOGRAPHY
WORD OF THANKS
APPENDIX
PREFACE
To start any business the success entirely depends on
the marketing research done about the particular product
and the consumer attitude towards the product. Marketing
research plays a vital role in a business to make it success.
The topic given to me was
“RETAIL OUTLETS COVERAGE IN RESPECT OF
SUPPLIES”
I have tried to put my best effort to complete this task
on the basis of skill that I have achieved during my studies in
the institute.
I have tried to put my maximum effort to get the
accurate statistical data, if any error or any mistake in
collecting the data, please ignore it.
In this research work, a survey was conducted about
the prescribing preferences of consumer, the market share
of various brands of biscuits. The survey was conducted in
New Delhi.
A sample of 400 retailers had been taken.
ACKNOWLEDGEMENT
The Eight Weeks that I have spent in PRIYAGOLD
biscuits have passed rapidly. This short tenure has been
learning experience all the way. I started with a little
knowledge about the Biscuits Industry and now while
compiling the report there is a sense of achievement that my
effort was worth it. It might seem that even with the
extensive study undertaken. I have merely scratched the
surface because the more I read more I want to write. The
report might seem lacking in some areas. But is has been
sincerely tried to include whatever was found relevant. It
was a constant tussle between putting authenticated data
from the various primary as well as secondary sources.
I want to express my gratitude towards Mr. Arun
Sharma (Sales Manager) for giving me an opportunity to
do my summer training in this esteemed organization.
I would also express my sincere and special thanks to
all other members of this company who gave me constant
guidance, suggestion and encouragement which helped me
in a lot in completing my summer training project
successfully.
I would express my sincere thanks to my faculty guide,
GNIT, Gr. Noida and other faculty members who provided me
with the opportunity to work on this project. Their support
and encouragement in calculated in me a confidence work in
such a reputed organization.
Last but not the least, I would like to forward my
gratitude to my parents who always endured me and stood
by me and without them I could not have envisaged the
completion of my project.
Amit Kuamr
EXECUTIVE SUMMARY
With the opening of Surya Food & Agro Ltd. Industry was
very small. PRIYAGOLD is a part of Surya Food & Agro Ltd.
When this industry to enter in the biscuit industry then a lot
of competitors were there but they didn’t frustrate and
entered with good quality and good distribution channel.
The major customer knows to PRIYAGOLD through its
quality and family pack. Now PRIYAGOLD has good market
condition in New Delhi and very soon its probability to cover
in all over India. Customer more attract from its good
quality. It has a strong image of customer mind.
I Amit Kumar, a student of MBA-3rd Sem, GNIT, Greater
Noida did my S.T. project from Surya Food & Agro Ltd. In
Noida under the guidance of Mr. ARUN SHARMA (Sales
Manager) of PRIYAGOLD on the topic of “Retail outlets
coverage in respect of supplies of PRIYAGOLD”.
During Summer Training, I met various executive and
staff of organization. Without whom its project would not
have been a successful. I also interviewed a few major
customers to know about their opinion about the company
and other competitors. This helps me in data collection,
marketing strategies and assessment. I was able to know
about customer preference and choice of PRIYAGOLD brands
and other biscuit brand and problems. In this project I have
dealt with various strategies and marketing plan.
I have tried my bets to make this project come out with
some relevance.
INTRODUCTION
Retail outlets coverage in respect of supplies &
competitor’s activity, it is not only the part of topic but also a
very important aspect of business organization. In present
scenario, competitors are major problem of business. Now a
days, each and every organization first of all try to demolish
the competitors steps. If any new organization going to start
then firstly it will sure focus on activity of competitors and
according to that next steps arise.
Another part of topic is market share and market
potential of PRIYAGOLD biscuits. Market share and
potentiality helps into organization that where organization
stands in the market or what are the major chances to
increase sales or cover the entire market. This important
aspects gives knowledge to organization about quality, price
or choice of the consumer etc. For all the circumstances,
retailers play important role for organization. They give a
perfect information to the company that helps to take next
steps.
So perfect supplies, competitor’s activity, market share
and potentiality are very important part of business industry.
AREA OF STUDY
WEST DELHI:
SUHASH NAGAR
HARI NAGAR
RAJOURI GARDEN
PRATAP NAGAR
INDER PURI
BALJEET NAGAR
WEST PATEL NAGAR
EAST PATEL NAGAR
RESEARCH OBJECTIVE
AIM: To find out the retail outlets coverage in respect of
supplies & competitive activity of PRIYA GOLD biscuits.
OTHER OBJECTIVE:
To know the market share of PRIYAGOLD.
To know the market potential of PRIYAGOLD.
To know the factors affecting sales.
To know the buying behavior of consumer toward
PRIYAGOLD biscuit.
To know the effectiveness of advertisement.
To know the retailers/wholesaler expectation from the
PRIYAGOLD.
RESEARCH METHODOLOGY
Research in common parlance refers to a search for
knowledge. One can also define research as a scientific and
systematic search for pertaining information of a specific
topic. It is the pursuit of truth with the help of study,
observation, comparisons and experimentation.
The following are the seven steps of a research:-
1. Specifying research objectives.
2. Preparing a list of the needed information
3. Designing the data collecting project
4. Selecting a sample type
5. Determining sampling size
6. Organizing and carrying out the fieldwork
7. Analyzing the collected data and reporting the finding
These steps are not a contrived sequence of independent
steps; they consist of a number of interrelated activities.
To take an example, one must have a good understanding of
the research objectives. Now we discuss the seven steps in
details:
(1) SPECIFYING RESEARCH OBJECTIVES
In this step of the research process, researchers must
first obtain answers to the questions,
What is the purpose of this study? and
What are the objectives of the research?
If these questions are not properly answered at the
outset, the study is likely to be misdirected and to pursue
vague or obscure goals, the probable result will be that the
collected data will not be as valid and/or reliable as desired.
Clearly, this step in the research process must involve
both the manager and the researcher. One source of
research error is poorly conceived study. Much of the
responsibility for specifying research objectives necessarily
lies with the manager.
Researcher cannot be expected to answer such questions
as “What is the purpose of study” Without a great deal of
assistance. Hence, if this step in the research process is not
to be major source of error, the manager and the researcher
must collaborate in a clear and precise identification of the
study objectives.
(2) PREPARING A LIST OF THE
NEEDED INFORMATION
After a satisfactory statement of the study’s purpose and
objectives has been established, it is necessary to prepare a
list of the information needed to attain the objectives. The
contents of such a list will be determined by the objectives
of the research and the situation leading to the research
request.
(3) DESIGNING THE DATA COLLECTION
PROJECT
After the research objectives have been specified (step
1) and the list of needed information has been prepared
(step 2), the researcher should determine whether such
information is already available, either in company records
or in outside sources, certainly, the researcher should not
collect data from the field until the appropriate secondary
sources of information have been reviewed. If the needed
information is not available from secondary sources, the
researcher will have to collect data in the field, and so it will
be necessary to design a data collection project.
PROBLEMS IN ACHIEVING THE SCIENTIFIC
METHOD:
Researcher encounter many possible sources of error when
designing a data collection project. Some of these include
using a poor or inappropriate research design not using
experimental designs where possible); using a large scale
study instead of a small scale study, or vice versa; using
poor experimental designs; and still others.
To minimize the possible sources of error associated with
designing a data collection project, the following five issues
must be given attention first:-
A.SHOULD THE RESEARCH BE EXPLORATORY OR
CONCLUSIVE?
To a great extent, this issue is likely to be determining by
the research objective and the situation leading to the
request for research. Exploratory research is likely to be
used when investigating a potential opportunity or
problem and conclusive research is likely to be used when
the
research is likely to be used when the research findings
are expected to result in specific decision being made or
specific actions being taken.
B.WHO SHOULD BE INTERVIEWED AND HOW ?
Next, the researcher must identity who has the needed
information how it can be obtained.
C.SHOULD ONLY A FEW CASES BE STUDIED, OR
SHOULD A LARGE SAMPLE BE USED?
If the study is a conclusive one, and if the findings are
to be “representative” of the universe, the researcher
may want to use a large scale statistical study. However,
if the project is concern with finding a “best” way rather
than a typical way of doing something such as laying out
the main floor of a fast food restaurant the research may
well consists of the analysis of a few selected cases.
D. HOW WILL EXPERIMENTS BE INCORPORATED IN
THE
RESEARCH
If conclusive research is being undertaken, the research
project may include one or more experiments of some
kind. If an experiment is a part of the research design,
the researcher must decide such things as where and
when measurements will take place and how the
experimental variable will be applied.
E. HOW SHOULD THE DATA COLLECTION FORM BE
DESIGNED?
When it is necessary to collect original information,
researchers will do so by either questioning or observing
respondents. As it is common in most research projects to
employ a number of field workers, some procedure must
be used to standardize all of the data that is collected.
This is accomplished by giving all interviewers the same
data collection from to use when they interview or
observe respondents. In that way, all of the interviewers
or field workers will be collecting comparable data.
(4) SELECTING A SAMPLE TYPE
Almost all marketing research projects are interested in
information about a large population such as all families with
children at home or all retail grocery stores. As it is
impractical to collect data from all embers of such large
populations, a sample is selected. Various type of samples
are possible, but they can be classified into two general
categories they are:-
1. Non Profitability
2. Probability
(5) DETERMINING SAMPLE SIZE
The researcher must also decide how large a sample to
select. Marketing research sample very from fewer 10 to
several thousand. The research must consider the problem
at hand, the budget and the accuracy needed in the data
before the question of sample size can be answered.
(6) ORGANIZING AND CARRYING OUT
THE FIELD WORK
Fieldwork includes selecting, training, controlling and
evaluating the members of the field force. Their methods
used in the field in the field are very important, for they
usually involve a substantial part of the research budget and
are a potential source of error through lack of both validity
and reliability. Fieldwork methods are dictated largely by
the method of collecting data, the sampling requirements,
and the kinds of the information that must be obtained.
(7) ANALYSING THE COLLECTED DATA
AND REPORTING THE FINDINGS
After all the interviews and / or observations have been made,
the completed data collecting forms must be processed in a
way that yield the information the project was designed to
obtain. First, the forms needed to be edited to ensure that
instructions were followed, that all questions were asked
observations made, and that the resulting data are consistent
and logical. Next, the data is prepared for tabulation. This
means that the data must be assigned to categories and then
coded so the responses can be put in to the computer. The
responses are usually tabulated and analyzed on a computer.
DATA COLLECTION METHOD
Data collection is an elaborate process in which the
researcher makes a planned research for all relevant data.
Data is the foundation of all market research. Data or facts
may be obtained from several sources. Data can be
classified as:-
1. PRIMARY DATA
2. SECONDARY DATA
(1) PRIMARY DATA
Primary data is the data gathered for the first time by the
researchers. If the secondary data is found to be inadequate
or unavailable, the researcher goes for primary data.
COLLECTION OF PRIMARY DATA
Collection of primary data is a task demanding technical
expertise. The provider or the source of primary data is
termed as “respondent”. A respondent may give information
actively or passively.
(2) SECONDARY DATA
Secondary data is the data borrowed from secondary
sources by the researcher. Secondary data can be internal
or external i.e. internal records of the company or
information available from library and other statistical
organization.
In a Market Research Project Field Work has a very vital
role to play. As a matter of fact, its the back bone of any
Market Research Project. Field Work basically consists of
collection of primary data. In this project, researcher had to
undergo a lot of Field Work. For the purpose researcher has
to visit various cinema halls, public attractive places,
colleges and school canteens etc.
The whole area, which was to be surveyed, was divided
into different segments randomly. Simultaneously survey of
both retailers and consumers was carried out. The research
worked in the field for a span of one and half months.
Later on whole data, which was collected from field,
was well scrutinized and tabulated for analysis. Its
interpretation has been provided in most easy to understand
manner with the help of suitable diagrams and charts.
I hope that this project will clear all the doubts and
perceptions, which come up in your minds occasionally and I
hope that our data analysis and key findings will throw some
more light on Biscuit Industry. At the end I am very much
confident and pleased to state that this project will solve the
purpose of PRIYAGOLD BISCUITS.
LITERATURE REVIEW
MARKETING
Marketing is a societal process by which individuals and
groups obtain what they need and want through creating,
offering and freely exchanging products and services of
value with others or otherwise it is the process of planning
and executing the conception, pricing, promotion and
distribution of ideas, goods, services to create exchanges
that satisfy individual and organizational goals.
MARKETING STRATEGY
Marketing strategy is a set of objectives, policies and rules
that leads the company's marketing efforts. It is the
marketing approach to accomplish the bread objective of the
marketing approach to accomplish the bread objective of the
marketing plan. The various process of marketing strategy
is given below:
1. Selecting largest markets segmentation
2. Positioning
3. Product
4. Price
5. Place
6. Promotion
7. Research and development
8. Marketing research
(1) MARKET SEGMENTATION AND SELECTING TARGET
MARKET:
It is an effort to increase a company's precision
marketing. The starting point of any segmentation
discussion is mass marketing. In mass marketing, the
seller engaged in the mass production, mass distribution
and mass promotion of one product for all buyers.
Market
segment consists of a large identifiable group within a
market with similar wants, purchasing power
geographical location, buying attitudes or buying habit. It
is an approach midway between mass marketing and
individual marketing. Through this the choice of
distribution channels, and communication channels
become much easier. The researchers try to form
segments by looking at consumer characteristics;
geographic, demographic, and psychographic. After
segmenting the market then target market selected.
(2) POSITIONING: The positioning is a creative exercise
done
with an existing product. The well known products
generally hold a distinctive position in consumer's minds.
The positioning requires that every tangible aspect of
product, price, place and promotion must support the
chosen positioning strategy. Company should develop a
unique selling proposition (USP) for each brand and stick
to it, PPL consistently promotes its DAP fertilizer by
Higher yield at lower cost. As companies increase the
number of claims for their brand, they risk disbelief and a
loss of clear positioning. In general a company must avoid
four major positioning errors. Those are under
positioning over positioning, confused positioning and
doubtful positioning.
(3) PRODUCT: A product is any offering that can satisfy a
need or want. The major types of basic offerings are
goods, services, experiences, events, places,
properties, organizations, information and ideas. The
company gives more importance in quality, packaging,
services etc. to satisfy the customers. The products
has it's life cycle. The product strategies are modified
in different stages of product life cycle.
(4) PRICE: It is the most important aspect in company's
point
of view. Price of the product will be decided by the
company according to the competitor's price.
(5) PLACE: This plays a major role in the entire marketing
system. the company emphasis on it's distribution
network. Proper distribution network gives proper
availability of the product.
(6) PROMOTION: Promotion is the one of the major
aspects in
marketing strategies. By adopting various promotional
activities the company create strong brand image. It
also helps in increasing the brand awareness. It
includes advertising, sales promotions and public
relations etc.
(7) RESEARCH AND DEVELOPMENT: After testing, the
new product manager must develop a preliminary
marketing strategy plan for introducing the new
product in to the market. The plan consists of three
parts. The first part describes the target market's size,
structure and behavior. The second part out lines the
planned
price, distribution strategy and marketing budget for
the first year. The third part of the development
describes
the long run sales and profit goals and marketing mix
strategy over time.
(8) MARKETING RESEARCH: Marketing research is the
collection and interpretation of facts that help
marketing management to get products more
effectively into the hands of consumers, Marketing
research encompasses all information pertinent to this
task, all the appropriate technique. In other words,
marketing research is the systematic gathering,
recording, analysis of data about problems relating to
the marketing of goods &services..
MARKETING MIX
Target Market
Product Price Promotion Place
Product
variety
List price Sales
promotion
Channels
Quality Discounts Advertising Coverages
Design Allowances Sales forces Assortme
nts
Features Payment
period
Public relation Locations
Brand name Credit terms Direct
marketing
Inventory
Packaging Transport
Sizes
Services
COMPANY PROFILE
Company was established in December 1993 and
brought out its value and cherished project - Biscuits under
the brand name PRIYAGOLD. "PRIYAGOLD" is one of the
leading manufactures of biscuits in Northern India having
wide distribution network in Northern and Western parts of
India. PRIYAGOLD manufacture 22 varieties of Biscuits both
Sweet and Salt, Widely accepted and appreciated by millions
of domestic and international consumers. The companies
mercurial growth is attributed to its M.D. Mr. B.P. Aggarwal
who have got years of rich experience and depth of
knowledge in the field of biscuit, made it possible to
penetrate the nook and the corner of Northern and Western
parts of India labeling PRIYAGOLD biscuits a household
name. The company has capacity of 70 tones a day
production. The company has planned to achieve turnover
of Rs. 300 crores by 2004. PRIYAGOLD has been pioneering
in economy packs.
The company has an existing dealer network of over
1000
distributors spread over in the North and the West. It is
planning to increase it distribution strength to 1100
distributors by the end of year 2004.
INDUSTRY PROFILE
It gives me great pleasure to introduce the Summer
Training Report. It is based on the survey conducted in New
Delhi on Biscuit industry. The applicability of various
branding strategies play crucial role in marketing in product.
The applicability has grown due to the liberalization,
competition and technological changes taking place in
corporate world.
In this project the various branding strategies adopted
by the company has been studied and compared on the
basis of current market scenario. It gives the idea about the
market share enjoyed by the different companies in the
Biscuit Industry. It provides the adequate coverage of
many issues related to biscuit industry. The objective of this
report is to give the market share of PRIYAGOLD biscuits in
the Indian capital (New Delhi). It has been made possible by
knowing the
consumer's behavior and by studying the patterns
adopted by the retailers. It gives us very precise view about
the existing demand of PRIYAGOLD biscuits and demand of
their products as compared to other competitors.
Biscuits derive its name from a French word meaning
twice backed bread, Biscuits in general have a good shelf
life, which is higher than all other snack items available in
the market.
India is the second largest producer of biscuits in the
world after the U.S.A. but still the per capita consumption is
only 2.3 kg/year of developed countries. As per the latest
survey done by N.C.A.E.R., 49 biscuits are consumed in rural
areas. The penetration of biscuits into households stands at
an average of 83.2% with the rural penetration at 77% and
urban penetration at 88%.
Biscuits are reserved for the small-scale sector but
there are strong possibilities of the industry being deserved
in line with the government policy of liberalization. The net
effect thus would be greater choice for the consumer as well
as a check on the costs.
The country production of the biscuits during 1997-98
was 18.6 Lac tons of which 1/2 was manufactured by the
organized sector. The industry turn over was 5322.7 Crores
of which organized sector contributed 2519.3 crores.
The annual growth rate of the industry is about 12.5%.
However, the growth of cream biscuits, assorted or special
variety is the range of 30-40%.
The organized sector consists of large, medium and
small scale biscuit manufacturers who produce packed
biscuits.
The major players in this sector are Britannia, , Parle G,
Priyagold etc. the unorganized sector comprises of small
bakery units, cottage and household type manufacturing
plants. These units distribute their biscuits in the
surrounding vicinity of their manufacturing locations of say
20-50 kms. The country production of biscuits during 1998-
99 is estimated to be about 19.5 lack tons. Out of which 1/2
again is expected from unorganized sector. The industry
turnover is estimated to cross 6100 crores of which organize
sector is expected to contribute 2990 crores.
Surya Food & Agro, makers of Priya gold biscuits,
doubled capacity from 25 tonnes a day to 50 tonnes and
plans to be a national brand soon. In an aggressive mode,
the North dominated biscuit player has increased its ad
budget to Rs. 5 crore this year from Rs. 3 crore last year.
Surya has also recently invested about Rs. 5 crore in the
modernization and expansion of its production and packing
its production capacity of 40 tonnes per day to 100 tonnes
per day by next
year. The aim: to take the current turnover of Rs. 50 crore to
Rs. 100 crore by the year 2001.
The low priced brand claims to have a 15 per cent
market share in the North and is aggressively eyeing a
bigger bite of the Rs. 2,500 crore biscuit industry. The brand
plans to gain a 40 per cent market share in the North by the
year of 2001.
The company's strategy has been to attract new consumer
segments and widen its consumer base with its well packaged
low priced offerings. Surya's success has also come from its
formidable.
I hope that this project will clear all the doubts and
perception, which come up in your minds occasionally and I
hope that my data analysis and key findings will throw some
more light on Biscuit industry. At the end I am very much
confident and pleased to state this project will solve the
purpose of PRIYAGOLD BISCUITS.
TRADE PROFILE
Since the foundation company SURYA FOOD & AGRO
LTD. in October 1993, we have become one of the leading
company of biscuit in northern India within very short span
of time. Our brand PRIYAGOLD in now a household name to
recone with not only that our wide spread distribution
network has also made inroad in the western part of India.
To future consolidate our position, we are significantly
enhance our dealership network our key objective to make
finest quality biscuit available to consumer. It has been our
endeavor to constantly innovate while maintaining the taste
and flavor that is uniquely PRIYAGOLD.
So whether its developing new process, improving
system or raising quality standard, we have made concerted
effort towards achieving the same, while taking almost care
of hygiene and that thinking reflect in what our brand reflect
for “HAK SE MANGO” a position that was formulated to
drive home the fact that everyone has the right to good
taste and right to task for it. After all PRIYAGOLD was
conceived to
satisfy the discerning palate while offering good nutritional
value. We have done so adapting to it the latest technology.
Fully automated ovens bake the biscuit round the as they
find their way into automatic packing units of the company
plant at Surajpur, Greater Noida to cater to the every
growing demand of PRIYAGOLD biscuit.
With our unwavering commitment towards quality,
nutrition and hygiene, we have tried to ensure the
PRIYAGOLD always strives hard to safety our esteemed
consumer. This compile is an effort to case the must
charised product that we have in our PRIYAGOLD portfolio.
This total information consist from the trade profile of
PRIYAGOLD.
TOWARDS THE GOOD HEALTH IS THE EFFORT OF
PRIYAGOLD.
MARKETING STRATEGY
Marketing is not Euclidean geometry a fixed system of
concept. Rather marketing is one of the dynamic fields
within the management arena. The market face continually
a new challenge everyday and companies must respond to
it positively. Therefore it is not surprising that new market
idea keep surfacing to meet new market place challenges.
The market process is applicable to more than goods
and services. Anything related to market including ideas,
events, policies, prices and personalities comes under
market strategy. However it is important to emphasize
opportunity in the market through market strategy.
Following strategies adopted by the organization.
A strong quality of the product and customer
satisfaction:
Customers always believe in good quality product. In my
survey, I found that in percentage term more people is
quality conscious and not price conscious. Customer
satisfaction is
very important part of the organization that at any cost they
have to fulfill.
A growing relationship with customer and customer
retention:
Nowadays a good relation with customer is very important
for organization. Sale is totally depending on the relation
with the customers. Customer's retention is also a major
aspect for growing business. It means keep the old
customer and try to make new customer.
Focus on competitors activity:
Every organization should be careful about it's competitors
step, because they can disturb the growing sales process of
the organization.
A growing emphasis on global thinking and local
marketing planning:
Companies are increasing by pursuing market beyond their
borders. When they enter other countries they must follow
the
tradition of that country and also they make plan for local
market that which type of product has more demand and
how can it run in the market.
Promotional Strategy
Under the market strategy promotional idea is very
important. Organization provides some schemes or rebates
to retailers or consumers. They make advertisement
according to convenient of the people and the feature of the
product.
So on the basis of marketing strategy of organization runs in
the market. It is several types of which makes helpful to
increase sales and turnover of the organization.
ORGANIZATIONAL STRUCTURE
Board of directors
M.D.
Ex. Dir. (2)
F. Dir.
Dir. Dir. Dir. Dir.
Secretary
Chief Executive
Administration manager
Labor officer
Material & packaging Manager
Sales manager
Store manager
Production manager
Sales supervisor
Sales personnel
SALES DEPARTMENT
Sales Manager (Mr. Arun Sharma)
Sales Supervisor
Sales Personnel
PRIYAGOLD is headed by Managing Director Mr. B.P.
Aggarwal.
HIS FUNCTION ARE AS FOLLOWS
Overall responsibility of operations of the company which
includes business services, corporate planning,
procurement, manufacturing quality, human resources
development and customer support services.
Ultimate responsibility for the product quality, overall
responsibility for the implementation and maintenance of
the quality management system.
MANAGEMENT REPRESENTATIVES
The MD appoints management representatives and he has
defined authority and responsibility for ensuring that quality
system requirement of the company are implemented and
maintained.
The responsibilities are:
- Responsible for co-ordination and implementation of the
quality system.
- Convening management review committee meetings.
- Coordinating with HRD for the training requirement
relating to the quality management system of the
company.
DEPARTMENTAL HEADS
Various departmental heads are appointed who are
responsible for the following:
- Developing and maintaining quality system.
- Document and data control.
- Identify and control of nonconforming
products/process/system in the dept.
- Taking timely corrective and preventive action for the
non-conformity observed.
- Identifying training needs of the personnel in the
department.
MARKETING AND SALES ORGANIZATION (MSO)
Marketing and sales organization of PRIYAGOLD is directly
responsible for all product management and sales operation
for both domestic and overseas market.
RESEARCH AND DEVELOPMENT (R & D)
PRIYAGOLD has R & D setup at Noida and is actively
pursuing several projects. At present PRIYAGOLD has more
than 140 R & D Engineers. In addition to internal projects, R
& D is also executing several projects, both onshore and
offshore, for overseas clients.
PROFESSIONAL SERVICES ORGANIZATION (PSO):
PSO of PRIYAGOLD provides solutions in the area of
development, integration, facilities management and
training. PRIYAGOLD strengthened its PSO to meet the
growing
demand for enterprise solution in key vertical segments
comprising industries in telecommunication, manufacturing,
finance and banking, government, utilities and
transportation.
MANAGEMENT INFORMATION SYSTEMS (MIS):
The MIS department handles information system needs of
PRIYAGOLD. All major functions like sales order processing
and invoicing PPC, Finance, HRD, inventory, Call
maintenance etc are fully computerized and integrated with
each other having electronic mail facilities, all customer
orders are transferred electronically to the plant for
execution.
FINANCE & ACCOUNTS
Finance and Accounts department is responsible for keeping
accounts of the company, arranging and managing the
funds, credit control etc.
CFO
DGM
FINANCE MANAGER
EXECUTIVES
Finance department is under the control of CFO. It comprises
of Accounts Executives. Account section generates
information/data relating to operational activities of the firm.
The end product of accounting is financial statement such as
the Balance Sheet, Income statement and statement of
changes in financial position.These statements and reports
assist the Finance Manager in assessing the past
performance and future planning for the firm.
Finance manager deals with cash and Bank. The company
has well-developed system of accounts. The responsibility of
recording the day to day transaction is vested with the
deputy general manager. Under the finance manager, there
are the executives.
GOVERNMENT POLICY
The government policy plays an important role in the
global scenario. The government policy is key factor which
establish and regulate the industry. So to sustain in market
every industry follow the govt. policy. As per SURA FOOD
AND AGRO LTD. is not exceptional. The various govt. policy
of SURYA FOOD INDUSTRIES as follow:
Organization has register as per the company act 1956.
On the manufacturing of precision good they must pay the
sales tax @ 4% & central excise duty@16%.
The amount of sales tax should be deposited within 45
days.
The central exercise duty amount is deposited within 5
days.
The central excise duty amount is deposited twice in a
month i.e. 5th & 20th.
TDS should be deposited within 15 days in the end of
calendar month.
ESI should be deposited within 21 days at the end of
calendar month.
Surya Food and Agro Ltd (PRIYA GOLD) follow the
pollution free environment.
The employee of PRIYA GOLD biscuit follow the all type of
safety rules while they were in duty.
The company is manufacturing the work hours of the
employee under the "Indian factory act".
This organization also follow the child labors rules.
These are the government policies of the organization
which is rustically follow by SURA FOOD & AGRO LTD.
COMPARISON WITH OTHER BUSINESS
Generally all organizations have competitors in the
market. A particular organization always comprises with
other same business and according to market share we
clarify the brand of product is giving more challenge to my
product.
When I was in the field for Surya Food and Agro Ltd. I
found many products, which can be compared with
PRIYAGOLD biscuit. As a conclusion I found that particularly
in my provided area PRIYAGOLD is really doing well and its
performance is on surprising level. Their PRIYAGOLD got
market Leader position and main competitor is BRITANNIA
with the second position. Except these two branches so
many brand is as a competitor of PRIYAGOLD and they are
covering some parts of markets. These brands are PARLE-
G, ANMOL & APSARA.
PRIYAGOLD is basically providing good quality biscuits
but Britannia is not only providing good quality but also
providing small chocolate with small pack of biscuits. Parle-
G has good taste for especially for children. Yammi biscuit is
only selling of Anmol because it is very tastey.
In my provided area the share of the market is as
follows.
PRIYA GOLD 42%
BRITANNIA 35%
PARLE-G 20%
ANMOL 3%
These are the main competitors of PRIYAGOLD and
BRITANNIA comes in second position but PRIYAGOLD is
largest demanded biscuit. Customers like its various brands.
When we compared with other businesses then we
follow the quality, price, distribution system, promotional
strategy etc. of the competitors. In this area, PRIYAGOLD is
doing well. The business of BRITANIA is also growing with
some good brand of products. Anmol, Parle-G, & Apsara are
also giving good competition to PRIYAGOLD and BRITANNIA
biscuit organization.
So these are the comprises explanation with other
business of biscuit.
PROJECT SUMMARY
After going thick on the things, now time is to make a
complete picture. While making a product a SKU (stock
keeping unit) of the shop retailers think about the GMROI
(gross margin return on investment) and they promote the
brand which provide them highest. They can expect return
in the form of profit margin, company schemes, window
display and reference of the shop. Among these company
schemes make the difference and are the highest sources of
motivation after profit margin. Retailing demands a constant
push from the company.
Marketer needs to use advertising and brand building
strategies to address the discerning buyers and retail push
to in different buyers. The manufacturer should understand
consumer behavior because retailers can’t help quality and
price. It is only up to manufacturers to deliver what
consumer wants. I need to stress on it because 58%
retailers said that it is demand why they sell PRIYAGOLD.
61% agree that at retail
shop it is brand popularity, which determine the purchase of
biscuit.
There is a greater need to understand the retailer behavior.
Considering them as a team, working for the company may
help them to be attached to the company. There should be a
feeling of belonging to the company in inner of the retailers.
This can be done by setting values club for retailers so that
they may exchange views with the company and help in
understanding consumer behavior.
BRAND NAME
Jeera Top
Cashew Masala
Cheez Bit
K. C. Butter
K. C. Chocolate Vanilla
K .C. Strawberry
Classic Cream Chocolate
Classic Cream Elaichi
Classic Cream Orange
Classic Cream Milk
Butter Bite Cashew
Premium Butter Bite
Butter Bite Badam Pista
Butter Bite Kesar
Marie Lite
Nice Day
Coconut Crunch
Crack & Cheers
Snack zig zag
Glucose – V
Cheese Cracker
Magic Gold
DISTRIBUTION CHANNEL
MANUFACTURER
C&F DEPOT
DISTRIBUTOR
STOCKIST
WHOLESALER
RETAILER
CUSTOMER
Distribution in marketing context means the transfer of
goods from producer to consumer, as we all know. In a
distribution system, we are to first find out what kind of
distribution channel is to be selected so as the firm can get a
convenient supply and economic maintenance of profit.
In Biscuit Industry, where flow of goods, matters a lot, it is
must to consider the following points very carefully.
Selection of channels for distribution
Warehousing and Transport
Operational Research
Logistic Mix
1. SELECTION OF CHANNEL OF DISTRIBUTION
For selecting a channel for distribution following points are to
be considered.
NATURE OF PRODUCT: Bakery items are consumer goods
and are constantly in demand. Once a consumer does not
find it in the retail shop, head may instantly choose the
another, at least for trial and here beings the decrease of
market share. PRIYAGOLD should not be always available in
retail shop but be visible to customer also.
FINANCIAL POSITION OF MANUFACTURER:- The fewer
the number of organization in the chain, smaller the burden
on the manufacturer. Expenditure on distribution through
alternative channels must be noted.
The distribution margin is affected with the selection of
distribution channel.
VARIETY OF PRODUCT TO BE SOLD:- More the variety of
product, more the responsibility of marketing department of
the company.
2. WAREHOUSING AND TRAINING
Warehousing and transport are essential part of distribution
system. Warehousing should be done in a manner,
minimum maintenance of cost should occur. That should be
a source of quick supply to customer because from this place
basic supply starts.
Transport is costly, so decision should be taken as to
whether warehouses are to be centrally situated or
decentralized. To maintain economical support, control of
cost of vehicle is essential and shipment must be planned so
those vehicles are effectively employed.
3. OPERATIONAL RESEARCH
Operational research is valuable in improving aspects of
distribution process, How?
By mathematical representation of whole distribution
system.
Noting and comparing transport cost.
Measuring warehouse operation cost.
Measuring Stock Level
4. LOGISTIC MIX
There has been little close examination of possible saving in
area of physical distribution, now known as logistic.
"Customer want products available in right sizes, at the right
time, in right packet and right condition. This is possible if
five key decisions are coordinated.
Facility
Inventory
Communication
Utilization
Transport
It is important to remember the physical distribution
management refers to the flow of goods from end of
production time to customer. Logistic incorporates the total
flow, information into, through and out of system.
CONSUMER BUYING BEHAVIOR
Understanding the buying behavior of the target market
as the essential task of marketing management under
marketing concept. The consumer market consist of all the
individuals and households who buy or acquire good and
services for personal consumption. The buying behavior
tries to find out the answers for the questions, who buys?
How do they buy? Where do they buy? Do they buy?
(A) FACTORS INFLUENCING CONSUMER BUYING
BEHAVIOR
There are four major factors that influence the buying
behavior such as cultural factors, social factors, personal
factors, and psychological factors.
(1) CULTURAL FACTORS: Culture is the most
fundamental
determinant of a person wants and behavior. Values,
perceptions, preferences, and behavior are the main
variable under culture of an individual. Each culture
contains sub-culture like nationality, religious group,
geographical area, and linguistic divisions etc.
(2) SOCIAL FACTORS: A consumer behavior is also
influenced by social factors such as the consumer
reference group family and social roles and status.
(3) PERSONAL FACTORS: A buyer decision is also
influenced by his or personal characteristics, notably
the buyers age, lifestyle, occupation, economic
circumstances etc.
(4) PSYCHOLOGICAL FACTORS: a person buying choices
are also influence by four major psychological factors
such as motivation, perception, learning belief and
attitudes.
(B) BUYING DECISION PROCESS
It includes buying roles, types of buying and steps in buying
process.
(1) BUYING ROLE
The buying role could be classified into four parts.
These are initiator, influencer, decider and buyer.
(2) TYPES OF BUYING BEHAVIOR
Consumer decision taking varies with the type of
buying decision. There are four types buying behavior
such as Complex buying behavior, Habitual buying
behavior, Variety seeking buying behavior.
(3) STAGES IN BUYING DECISION PROCESS
Here are five stages in buying decision process namely
problem recognition search, evaluation of alternatives
purchase decision and past purchase behavior.
(i) NEED RECOGNITION
The buying process starts with the buyers recognition
of a problem of need. The buyer sense a difference
between his actual state and desired state.
(ii) INFORMATION SEARCH
There are different sources from where a consumer can
gather information like personal sources commercial
sources, experimental sources.
(iii) EVALUATION OF ALTERNATIVES
After gathering information about different products the
customer will be in a fuss as to choose which product
among the mainly alternatives consumer usually
evaluate the alternatives on traditional basis, on the
basis of utility function etc. from the many alternative
consumers at last choose the best one for him.
(iv) PURCHASE DECISION
A consumer who decides to execute purchase intention
will be making up to five purchase decisions.
(v) POST PURCHASE BEHAVIOR
After purchasing the product and services the
consumer will experience some level of satisfaction or
dissatisfaction with the product and services that will
influence subsequent behavior. If consumer is satisfied
he may show the probability of buying the product the
next time, satisfied customer will say good thing about
the product, proving the statement that "satisfied
customer is the best advertisement. "The dissatisfied
customer, may take some action against it. They may
try to reduce the dissonance by abandoning returning
the product.
Understanding consumer needs and buying process is
the foundation of any company. By understanding how
buyers go through problem recognition, information
search evaluation of alternatives, the purchase decision
and post purchase behavior marketers can pick up
many clues as to how to meet buyers need.
MERCHANDISING THROUGH RETAILER
Meaning, Role and Importance
Merchandising is planning and promotion of sales by
presenting a product to right market a proper time by
carrying out organizing skilful advertising using attractive
display. As in the industry where availability of product can
cast remarkable effect on sales, retailers are the people who
are needed to play their role effectively.
There is no need to repeat that active role of retailer is
having remarkable importance in promoting sales. Retailers
are the most experienced people who are much more
familiar with the buying behavior of customer. On a basis he
helps in generating demand too. He can owe the
responsibility of accomplishing following tasks.
Present the product in a better way
Communicate consumer behavior to the company
Help in generating demand
Making customer aware of the product
Increase market share
As a promotional activity "Merchandising through retailer".
It is not possible to ignore retailers because they can just
keep the product to sell, promote it or even destroy the
brand image. That depends upon how serious the company
is to make effort to get maximum out of merchandising.
Many times retailing is considered as an activity not
covered in jurisdiction of marketing whereas considering
retailers as a team can make them the resource for the
company who can help in the manner defined above.
TOOLS FOR EFFECTIVE MERCHANDISING
To promote the sales from retail store it is
uncompromising to motivate retailers to have an active
participation in making merchandising efforts.
Here tools for merchandising means that entire range of
factors that a retailer can consider for promoting a certain
brand. Considering widely, following are the types of
motivation -
(a) Profit
(b) Reward
(c) Referent
(d) Expert
(e) Legitimate
(f)Coercive
A brief description of all is as under –
(a) PROFIT - Retailers are best convinced by the profit
margin.
This is the first thing that comes into the mind of retailers.
Other types of profit for retailers are company's schemes
for retailers like quantitative or monetary discounts etc.
keeping the view.
Direct Profits:- Direct profits are primary for retailers.
He wants to earn more and more profit margin is the first
thing that comes in the mind of the retailers.
It was found that the retailers of small stores want the
higher margin.
Considering the economy of India, it is must to keep the
margin higher to motivate the retailers and no doubt
PRIYAGOLD is doing it with some good extent.
Indirect profits:- This is what, competitors are providing
them as such qualitative discount, price discount, window
display company's scheme as such Free gifts on purchase
of a certain quantity. Schemes run by the company is the
main marketing activity that is done for promotion of
sales by retailer. For, improving market share, company
should launch innovative schemes.
(b) REWARDS:- Rewards are something that a person
have
privilege of gaining when he do something extra than
others. If you understand and fulfill his expectation, that
is long, lasting source of motivation. For retailers, extra
sales bonus, festive gifts and of course special attention
too like inviting potential retailers for a meeting with
dealer and sales person can help in making
merchandising potentially.
(c) REFERENT:- This we can say is the unseen tool of
merchandising. We must remember customer’s matter of
great consideration for a retailer. Some retailers are
considered as having high profile in the eyes of customer
just because they provide greater services like providing
the product of their choice and as well as better product
with a option of choosing from a wide range. On the
other hand we can say that he want to refer the image of
his stop high in the eye of customer and for this very
purpose he want to build good relationship with company.
Company's part for building relation or generating sense
of belongingness can be fulfilled by-
Setting proper
Regulating proper and timely supply.
Providing all schemes run by company to retailer
Establishing strong emotional bonds.
(d) EXPERT:- Well this is something psychological, like
being
expert in something makes you do with a feeling will
power like providing best of your services to customer
and customer are likely to help you in gaining the profit.
This I should say is more or less confined to service
industry.
(e) LEGITIMATE:- Legitimate is power by position, rank or
contract.
(f)COERCIVE:- Threat if middle men do not comply with.
For
retailers legitimate and coercive are not considerable
whereas expert is more relevant to technology.
How these tools can be applied to PRIYAGOLD is
discussed in suggestion and recommendations.
FINDINGS
Questions pertaining to supply of biscuits
1) Are PRIYAGOLD biscuits available in your shop ?
[ ] YES [ ] NO Ans: (a) 92 % retailers are having PRIYAGOLD biscuits.
(b) 8 % retailers are not having PRIYAGOLD biscuits.
PERSONAL OPINION: Retailers prefer PRIYAGOLD biscuits
because it is very tasty & most of the retailers have due to
brand name.
2) If yes, how many brands are available ?
Ans: Out of 400 retailers it is found that 368 retailers
have PRIYAGOLD biscuits. Out of 368 retailers:
(a) 6 % retailers keeping 0-5 brands of PRIYAGOLD
biscuits.
(b) 33 % retailers keeping 6-10 brands of PRIYAGOLD
biscuits.
(c) 43 % retailers keeping 11-15 brands of PRIYAGOLD
biscuits.
(d) 18 % retailers keeping above 15 brands of
PRIYAGOLD biscuits.
PERSONAL OPINION: Retailers prefer 11-15 brands of
biscuits due to retailer’s stock capability.
3) If NO, what is the reason for non availability of
PRIYAGOLD biscuits ?
[ ] No regular visit [ ]Problem with distributors
[ ] Replacement Problem [ ] Other
Ans: Out of 400 retailers it is found that 32 retailers
don’t have PRIYAGOLD biscuits. Reason behind it:
(a) 88 % retailers are having no regular visit problem.
(b) 6 % retailers are having problem with distributor.
(c) 3 % retailers are having replacement problem.
(d) 3 % retailers are having other problem.
4) Is Classic Cream Milk available in the shop ?
[ ] YES [ ] NO
Ans: Out of 400 retailers it is found that 368 retailers
are having PRIYAGOLD biscuits then it is found
that 360 retailers are having Classic Cream Milk
biscuits So,
(a) 90 % retailers are having Classic Cream Milk biscuit.
(b)10 % retailers are not having Classic Cream Milk
biscuit.
PERSONAL OPINION: The tangy taste of milk cream
enveloped in rich cream spread between two slabs of finely
baked biscuits.
(5) If NO, Reason for non availability of Classic Cream Milk
biscuits ?
[ ] Problem with supply [ ] People don’t like it Ans: Out of 40 retailers who are not having Classic
Cream Milk biscuit. Reason for it:
(a) 80 % retailers are having problem with supply.
(b) 20 % retailers says that people don’t like it.
(6) What is the source of procurement ?
[ ] Distributor [ ] Wholesaler
[ ] Direct
Ans: In my survey, I covered 368 PRIYAGOLD shops and
in on that PRIYAGOLD, source of procurements are
(a) Through distributor – 84 %
(b) Through wholesaler – 14 %
(c) Through direct – 2 %
PERSONAL OPINION: In most of the areas, the supply
of distributors are very good that’s why 84 % retailers
take the PRIYAGOLD biscuits from distributors.
(7) Which other biscuits brands are available ?
Ans: (a) 90 % retailers are having Britania biscuits.
(b) 84 % retailers are having Parle-G biscuits.
(c) 69 % retailers are having Anmol biscuits.
(d) 21 % retailers are having Apsara biscuits.
(8) What are the average monthly sales of PRIYAGOLD
biscuits ?
[ ] Below 1000 [ ] 1000-3000
[ ] 3000-5000 [ ] Above 5000
Ans:(a) 28 % retailers sale PRIYAGOLD biscuits down
the amount of Rs. 1000.(b) 47 % retailers sale PRIYAGOLD biscuits between
the amount of Rs. 1000-3000.
(c) 20 % retailers sale PRIYAGOLD biscuit between
the amount of Rs. 3000-5000.
(d) 5 % retailers sale PRIYAGOLD biscuit more than
the amount of Rs. 5000.
MARKET POTENTIAL
Market potential of the PRIYAGOLD is much positive in
competitive era and will sure cover the maximum market
share of biscuit product. Potentiality of any product depends
upon the futuristic performance of the product. It depends
that how much potentiality retailers have to be permanent
seller of PRIYA GOLD.
For great potentiality it is necessary to improve those
factors which are going to effect retailers. In my study, I
found some factors, which can help to cover great
potentiality.
These factors are following:
Scheme delivery should in perfect determining time.
Some places distributors not able to cover his particular
area. That should be improved.
Scheme facility should be regular as much as possible.
Always collect the views of retailers. It gives psychological
effect on the retailers about care ness by manufacturing
company.
These factors are very important for the organization. If
company is able to improve these all factors then definitely
its market share will more increase. Retailers will take more
interest to sell PRIYAGOLD biscuit and customer will also
enjoy for it.
So potentiality is very high of PRIYAGOLD biscuit in
positive direction.
SWOT ANALYSIS
STRENGTHS
Leading FMCG product.
Strong market potential.
High demand of the product.
Big budget and willingness to invest in long term phases.
Glamorous attractive and effective advertising company.
Quality maintenance.
Wide brand variety of the competitor and serve the
massage.
Biscuit is becoming a very essential food habit of our
people.
WEAKNESS
Focusing on bulk order rather than the small ones.
Schemes and strategies formulated are national and not
locally adopted.
Inability to retain target consumers.
In effective team of redistribution stockiest.
Lacking to cater the low-income segment.
Work marketing policy.
OPPORTUNITY
Further effective utilization of the post distribution
network.
Competing companies are not getting due success.
Increase in the target consumers every year.
Increase market share by improving services.
THREATS
Advent of MNCs with their new product.
Lucrative schemes offered by the competitors to the
retailers.
Loosing market share due to inefficient work force.
Decline in market reputation due to ineffective and
delaying services.
RETAILER’S VIEW AND COMPLAINT
Retailer said that due to irregular supply, he does not
keep PRIYAGOLD. He said that people could easily buy
PRIYAGOLD but there is no supply of product.
He added he intent to promote the product that is good in
quality because people are quality conscious.
Retailer said that he keeps PRIYAGOLD because he earns
a good profit margin.
Some retailers ask for the gift like Calendar, Notepad,
Diary and Wall clock etc. with quoting the example of
some other companies, which are not in bakery.
Some retailers say that packaging of PRIYAGOLD biscuit is
not good.
Most of retailer says that salesman of PRIYAGOLD biscuits
does not pay proper attention on replacement and regular
services.
Some retailer says that distributor of PRIYAGOLD biscuits
do not provide goods on credit.
Some retailer very much angry from the distribution
system of scheme. They have achieved the target at the
end of March but yet did not get the scheme.
Scheme facility should be regular.
Always should be taken views of retailers or consumers.
RECOMMENDATION
As a nature of the product is as such, it is always in
demand and demand should be fulfilled at that time itself,
following points were understood to be taken into
consideration for making system efficient.
To promote the product range good consideration
should be made to wholesalers and retailers.
To maintain the profit margin logistic mix should be
adopted by the company.
Continuous responses should be taken from the
wholesalers about retailer's satisfaction.
Everything should not be left on wholesalers, as time to
time sales person should visit retailers to understand
consumer market.
It should be noted whether whole product range is
reaching retailers or not.
More retailers and consumer based schemes should be
introduced and special emphasis should be given
children based schemes, because children mainly
consume the biscuits.
As a researcher, I observed that for making the
distribution channel smooth transfer of goods, the
contribution of middlemen is required. Making all
process convenient always helps in doing so.
LIMITATIONS
Absence of proper co-operation of some retailer during
the research project.
The time causes major hindrances. If the retailer was not
willing to respond at that moment, it was too difficult to
meet them again.
Sometimes the right person was not at place, so it was
difficult to get my information about the product.
The respondents might have shown bias or behaved
artificially so exact picture of sales potential could not be
derived.
Money factor was also one of the factor faced by us.
Lack of sufficient data on biscuits industry we had to face
a
lot of problem about India biscuit’s industrial profile.
QUESTIONNAIRE
PRIYAGOLD BISCUITS
Date: _______________ City: ______________________
Type of outlet: A/B/C
Question pertaining to retailer profile:
Name of the shop: _____________ Contact Person: ___________
Address: ______________________ Tel. No.: __________________
Question pertaining to supply of biscuits:
1. Are PRIYAGOLD biscuits available in your shop?
[ ] YES [ ] NO
2. If YES, Which brands are available?
Butter Bite Elaichi Cream
Butter Bite Cashew
Marie Lite
Glucose-V
Fruit Bite Cheez Bit K.C.Butter C. Cracker
Nice Day Snacks Magic Gold CashewChocolate Cream
C.N.C. K.C.Chocolate Vanilla
Jeera Top
Orange Cream
Kesar Bite K. C.Strawberry
Coconut Crunch
3. If No, What is the reason for non-availability of
PRIYAGOLD?
[ ] No regular visit [ ] Replacement Problem
[ ] Problem with Distributor
4. Is New Brand (Classic Cream Milk) available in the shop?
[ ] YES [ ] NO
5. If No, Reason for non-availability of Classic Cream Milk?
[ ] Problem with supply [ ] People don’t like it
6. What is the Source of procurement?
[ ] Distributor [ ] Whole Saler
[ ] Direct
7. Which other Biscuits brands are available?
(a) _________________ (b) ___________________
(c) _________________ (d) ___________________
8. Which Brands are mostly selling?
[ ] Priyagold [ ] ParleG
[ ] Britannia [ ] Other
9. What extra quality our competitors have?
10. What are the average monthly sales of PRIYAGOLD?
[ ] Below 1000 [ ] 1000 to 3000
[ ] 3000 to 5000 [ ] Above 5000
11. Would you like to give any suggestion regarding proper
supply?
____________________________________________________________
Super Stockist Name: Signature of Retailer
Thanks a lot for spending your precious time on our queries.
Your opinion means a lot to us. We look forward to be
serving you soon.
CONCLUSION
After going thick on the thing, now time is to make a
complete picture. While making a product a SKU (Stock
Keeping Unit) of the shop retailers think about the GMROI
(Gross Margin Return On Investment) and they promote the
brand which provide them highest. They expect return in
the form of profit margin, company schemes, window display
and references of the shop. Among these, company
schemes make the differences and are the highest source of
motivation after profit margin. Retailing demands a constant
push from the company.
Marketer needs to use advertising and brand building
strategies to address the discerning buyers and retail push
to in different buyers. The manufacturer should understand
consumer behavior because retailers can't help quality and
price. It is only up to dealers said it is demand they sell
PRIYAGOLD 42% agree that at retail shop it is brand
popularity, which determine the purchase of biscuit.
There is a greater needs to understand the retailer
behavior considering them as a team working for the
company may help them to be attached to the company.
There should be feeling of belonging to the company in inner
of the retailers. Setting values club for retailers so that they
may exchange views with the company and help in
understanding consumer behavior.
WORD OF THANKS
I pay my sincere respect to PRIYAGOLD for giving me an
opportunity to work here as a summer trainee. I got the
proper coordination from all the departments.
I cherished my project a lot.
I'll be the happiest person, if I happen to get an
opportunity to work for the organization in the near future.
Upendra KatiyarMBA-3rd SemGNIT,Greater
Noida
WHAT I HAVE LEARNED FROM MY
SUMMER TRAINING
I, Upendra Katiyarthird semester student of GNIT, Greater
Noida had an exciting and golden opportunity to do my
summer training from Priyagold, Noida provided through my
institute.
The project during my training assigned to me was "Retail
outlets coverage in respect of supplies ".
It gives me a great pleasure to introduce my summer
training report. It's based on the field work carried out in
New Delhi on Biscuit Industry. The applicability of various
branding strategies play crucial role in marketing of a
product. The applicability has grown due to the
liberalization, competition and technological changes taking
place in corporate world.
In this project the various branding strategies adopted by
the company has been studied and compared on the basis of
current market scenario. It gives the idea about the market
share enjoyed by the different companies in the Biscuit
Industry. It provides the adequate coverage of many issues
related to biscuit industry. The objective of this report is to
give the market share of PRIYAGOLD biscuits in the Indian
capital (New Delhi). It has been made possible by knowing
the consumers behavior and by studying the patterns
adopted by the retailers. It gives us very precise view about
the existing demand of PRIYAGOLD biscuits and demand of
their products as compared to other competitors.
I hope that this project will clear all the doubts and
perception, which come up in you minds occasionally and I
hope that our data analysis and key findings will throw some
more light on Biscuit industry. At the end I am very much
confident and pleased to state this project will solve the
purpose of PRIYAGOLD.
As a student I got the practical experience of the
theoretical aspects that are found in the book. I could meet
personally many of the good personality.
I wish to express my heartiest sense of gratitude to the
HOD, Dr. D.N. Mahapatra for his pain taking efforts and
kind cooperation. I am also thankful to all those whose
precious suggestion were the succeeding stone of miles
during my summer training.
BIBLIOGRAPHY
BOOKS
Kotler Philip, Marketing Management, New Delhi,
Prentice Hall Publication of India, 2007, pages referred
from 102 to 105, 183-197.
INTERNET
www.priyagold.com
www.google.com