1.Summer Internship Project

8/4/2019 1.Summer Internship Project

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EXECUTIVE SUMMARY

Increasing foray into various category of food business ITC needs to determine the best way to servethe grocery outlets and build equally strong distribution system that match the long term growth plans ofthe company in the FMCG business.

This report provides a competitive analysis of Sunfeast industry of ITC and its visa--versa Parle andBritannia. The scope of the study is restricted to Jaipur city. The analysis is based on retailerquestionnaire. Various parameters such as credit term quality of service, delivery system, knowledge ofsalesman etc., have been studied.

The result brings out Parle as the preferred company, primarily on account high quality of services andconsumer demand. The report concluded with recommendation to increase the brand image of theSunfeast Biscuits.

FMCG is an acronym for Fast Moving Consumer Goods, which refers to things that we buy from localsupermarket on daily basis, the thing that have high turnover and are relatively cheaper.

A major portion of the monthly budget of each household is reserved for FMCG product. The volumeof money circulated in the economy against FMCG product is very high.

Competition in FMCG sector is very high resulting in high pressure on margins. FMCG companiesmaintain intense distribution network. Companies spend a large portion of their budget on maintainingdistribution network. New entrants who wish to bring their product in the national level need to investhuge sums of money on the promoting brands. Manufacturing can be outsourced. A recent phenomenon inthe sector was entry of multinational and cheaper import. Also the market is more pressurized with

presence of local player in rural area and state brand.The Indian FMCG sector is the fourth largest sector in the economy with a total market size inexcess of US$13.1 billion. It has a strong MNC presence and is characterized by a well-establisheddistribution network, intense competition between the organized and unorganized segments and low

operational cost. Availability of key raw materials, cheaper labor cost and presence across the entirevalue chain gives India a competitive advantage.

The FMCG market is set to treble from US$11.6 billion in 2003 to US$33.4 billion in 2015.Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skincare, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population,

particularly the middle class and the rural segments, pressure an opportunity to markers of brandedproducts to convert consumer to branded product.

Growth is also likely to come from consumer upgrading in the matured product categories. With20 million people expected to shift to process and package food by 2010, India around US$28 billion ofinvestment in the food-processing industry.

FMCG sector generate 5% of total factory employment in the country and it is creating employmentfor three million people, especially in small town and rural India.


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ITC BUSINESS PORT FOLIO

ITC

FMCG :Cigarettesand Other

Hotels

AgriBusiness Paper


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About Sunfeast

'Sun feast ' brands of biscuit owned by ITC group which is amongst major corporate in Indian

industry with products ranging from stationery items , paper , hotels , food products and its

main stay tobacco . ITC is new entrant to biscuit segment which has been dominated by Parle

and Britannia. ITC deep pockets and distribution channels have helped it to make dents in

already entrenched market. It claims to have 9-11% market share of organised or branded

Indian biscuit market. With competition hotting up with slew of new products and expansion

by its competitors and with arrival of new players like Mcvities , Unibic ,GSKB, Pepsi , It

plans to counter these developments through various expansion plans for its biscuit division .

ITC Foods is investing in research and development projects to launch new variants in Q3 FY

2011. Companys growth strategy is to create new products to fight competition. They are

extending their distribution network both in rural and urban India. Their core strategy is to

offer quality products at optimum prices.

The company has extended its manufacturing capacity by setting up three new biscuit plants

in UP and West Bengal. They are sharpening their focus on their supply chain management

strategy to enhance product freshness, market servicing and margins. ITC has 14

manufacturing facilities.

To promote its flagship brand Sunfeast, ITC is investing in mass media ad campaigns and

non-traditional media in Q3 FY 2011.ITC has been able to create a brand with annual

revenues of Rs 7 billion (Rs 700 crore). This is 40% of the size of the countrys leading

biscuit brand Britannia, and is one of the biggest brand creations that have happened over the

last five years within the consumer staples sector.

ITC also has plans for setting up a biscuit manufacturing plant at a cost of Rs 70 crore. ITC

visualises a 50% growth in the size of the brand over the next two years. ITC has built up anetwork of 6,000 e-Choupal, or internet booths manned by villagers that offer farmers advice

on market and weather trends among other things. This chain, covering 36,000 villages across

nine states, helps ITC help buy the best produce and also sell third party products to rural

India. Such transactions added up to over Rs 100 crore last year.

Sunfeast biscuits grew by 32% in the September quarter driven by products mix

improvement with growth in the sales of value-added variants of cookies and creams.

Tendular will continue to be the brand ambassador of Sunfeast. Like ITC, Parle Foods is also

investing in new product developments to woo new consumers.


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SUNFEAST BISCUIT PRODUCTS

:: Snack food

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marieand Cream Biscuits. Sun feasts brand essence, "Spread the Smile" connotes happiness,contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects ofthe brand. In a span of 6 years Sunfeast has launched many new varieties and has its presencein almost all types of biscuit categories.

Sunfeast Milky Magic

Packed with goodness of milk these deliciouslynutritious crisp and crunchy biscuits are a favourite among mothers and kids. Milky Magic has theMagic of 2 - A perfect balance of energy that aids physical strength and mental ability.

These biscuits strike the right balance of milk and wheat which helps in an all rounddevelopment and nurturing of the child.

Sun feast Marie Light

Sun feast Marie Light Original:This ideal teatime biscuit is made from the finest qualitywheat high in fibre and keeps one light and healthy throughthe day.

Sun feast Marie Light Orange:It has the distinction of being one of the most successfulinnovative Marie biscuits and is liked by one and all.

Sun feast Marie Light Oats:The first of its kind in India, Sunfeast Marie Light Oats isenriched with the goodness of natural wheat fibre andsoluble oats fibre.


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Sunfeast Golden Bakery

Sunfeast Golden Bakery is a premium cookie on aninnovative and differentiated platform. Launchednationally in March 2008, these cookies are made fromthe recipes crafted by the master bakers of ITC Hotelsand are slowly baked in the traditional way till they aregolden brown and develop the crispy broken crusttexture.

The Sunfeast Golden Bakery cookies are available inthree distinct flavours - Butter-Nut,Butterscotch and Choc-Nut cookies. These products aredesigned to give consumers a rich & truly indulgentexperience.

Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest ofchocolate vanilla biscuits. These biscuits are created using carefully chosen premiumingredients for a sensory experience unlike any other. Dark Fantasy is more than a biscuit; its aluxurious mix of aromatic cocoa and vanilla.

Sunfeast Dark Fantasy Choco Fills

Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from theportfolio of Sunfeast.

An exquisite combination of luscious chocolate filling enrobed within a perfectly baked richcookie outer. An offer that fully epitomizes the brand promise of "Pure Indulgence"

Sunfeast Glucose


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For those light hunger pangs, wholesome & nutritious choices as these golden brown biscuitsare made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but foradults too.

Sunfeast Dream Cream

A truly scrumptious range of cream biscuits that have become an instant hit with children.ITCs chefs have put theirlegendary skills into these biscuits to deliver truly tasty creambiscuits. Special Flavour Crystals in the Strawberry variant keeps the creamy flavour lingerson.

Strawberry CreamThe first of its kind cream biscuitwith special strawberry flavourcrystals that will keep the creamyflavour linger on.

BourbonA special delight for all thosechocolate lovers.

Orange CreamExperience a tangy twist in biscuitswith every Orange cream.

Butterscotch CreamAnother first, the taste of

butterscotch ice-cream in creambiscuits.


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Sunfeast Snacky

Bigger than most others in the salted biscuit category, Snacky is light and crispy like no other.From kids to adults, its the quintessential Family Biscuit. Available in two variants,Classicsalted and Chilli flakes - the very first of its kind in India.

Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness.A bite into one of these one keeps wondering about its taste!

Sunfeast Nice

These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetnesswill just go on to make all those nice moments nicer.

Sunfeast Benne Vita Flaxseed Biscuits

If Benne Vita in Italian stands for Good Life, then Benne Vita Flaxseed biscuits just makethe good life better. The Flaxseed content in these protein and mineral enriched biscuits are


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rich source of Omega III acids that helps control cholesterol. Flaxseed is the richest plantsource of these essential Omega-3 Fatty Acids. It is also rich in dietary fibre, proteins,calcium and other minerals to maintain healthy heart and good gut health.

Sunfeast Special

ITC Sunfeast presents a range of Special cookies and creams.

Special Cookies:Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked withreal butter and the finest ingredients to give a mouth-watering treat that makes every momentspecial.

Available in Cashew & Butter.

Special Creams:Delicious value for money cream biscuits with a thick layer of cream sandwiched betweentwo biscuits.

Available in Orange, Chocolate & Elaichi variants.


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product comparison


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PRODUCTS COMPETITORS

GLUCOSE

PARLE, BRITANNIA AND HORLICKS

MARIEBRITANNIA AND BISK FARM

BUTTER AND CASHEW

PRIYAGOLD, ANMOL, BRITANNIA

AND PARLE

CREAMBRITANNIA AND PARLE

GOLDEN BAKERYBRITANNIA AND PARLE


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OBJECTIVE OF THE PROJECT

To examine comparative service quality across retailer base.

To identify factors influencing retailers brand choice.

To provide suitable recommendation to enhance brand image of Sunfeast.

To ensure availability and visibility of SUNFEASTs biscuits.

To develop recommendation for increasing market-share of ITC in biscuit Industry

To study distribution practices of the ITC & Contrast with Parle, Britannia and otherindustries.

In view of upcoming competition and forthcoming challenges in the biscuit market

SUNFEAST Biscuit has come out with the various varieties of biscuit such as cream

biscuit and also with the biscuit of salty taste. It has positioned itself as a family biscuit

among the other biscuit available in the market. SUNFEAST is emerging as a good

quality of biscuit in the market. Some other customers are also associating themselves

with the SUNFEAST. What is the reason of this, so to find out the real story of

SUNFEAST I tried to find out how it has positioned itself? The objective of the project

was to Find out how the SUNFEAST biscuit positioned itself at the market of Jaipur


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Research methodology

Assumption:

Frequency of DS visits to the outlets- samples have been taken from the normalpopulation.

Preference of the brand- samples have been taken from the normal population. Is the DS knowledgeable- samples have been taken from the normal population. DS handlings of the grievances- samples have been taken from the normal

population.

OTIF- samples have been taken from the normal population. Payment terms samples have been taken from the normal population. Cash- discount samples have been taken from the normal population. Credit-period-samples have been from the normal population. Stock replacement- samples have been from the normal population.

Research design:

This study conducts an exploratory research (both qualitative & quantitative). The

primary data is collected mainly through structured questioning with the aid of structured

questionnaires & personal interviews conducted with retailers (attached as annexure).

This will help the researcher in knowing the actual problems the retailers are goingthrough. Where the company is lagging behind its competitors?

EXPLORATORY RESEARCH

Exploratory research is conducted when one is seeking insights into the general nature of

a situation, the possible decision alternatives, and the relevant variables that need to be

considered. While conducting our study we used exploratory research, which was flexible

and was aimed at identifying all the attributes a retailer might look while comparing ITC with

the competitors Britannia and Parle.


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Research method:

We have used both qualitative as well as quantitative research techniques to carry out theresearch.

Qualitative research techniques have been used to find out the retailers opinion and

suggestion and satisfaction through in-depth interviews and focus groups. The nature of this

type of research is exploratory and open ended.

Quantitative research has been done using the questionnaires have been used to find out

the factors where ITC is lagging behind Britannia and Parle.

Participants:

Kirana stores & general store Departmental store Convenience stores Wholesale outlets

Source of data:

Data is primary in nature, collected through surveying and interacting with retailoutlets of VKI, VIDYADHAR NAGAR, SHASHTRI NAGAR, BANDHU

NAGAR, JHOTWARA, and TATA NAGAR of Jaipur.

Secondary data is obtained through internet.

Methods:

The communication approach structured questioning i.e. personal interview withthe aid of printed questionnaires.

The questionnaire feedback has been analyzed.


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QUESTIONNAIRE DESIGN:

Before questionnaire was designed, a pilot test was conducted for at 4 days covering 90outlets, thereafter the desired questionnaire designed.

The questionnaire contains both the close ended and open ended questions. Fixed choices

are given to the retailers and they had to select one out of that given choice but along with it

open ended questions where retailers were also used in the questionnaire.

SAMPLE DESIGN:

Retailer sample size : 600retail outlets Sampling techniques : convenience sampling

The division between types of outlets is as follows;

Kirana stores & general store Departmental store Convenience stores Wholesale outlets

Time frame:

The data collection was done over a period of 30 days, by visiting various Kirana &

general stores, departmental stores, convenience stores and wholesale outlets serviced by

ITC.

SCOPE OF STUDY:

The research will help ITC to find out the factors that would help in increasingtheir net sales & earnings.

It will help ITC to review their quality, promotional methods. It will explore the ways to come up as the leader in the biscuit industry.


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LIMITATIONS OF THE STUDY

NO RESPONSEOut of the total respondents some of them were not cooperative due to which

accurate prediction was not possible.

BIASED RESPONSEthe response given by the respondent are assumed to be true however chance of

getting false and biased information cant be over look fully.

TIME CONSTRAINTSThe constrain is the big limitation of the study. A comprehensive study could not

be made due to paucity of time. All the data and information had to be collected

within the limited days.


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DATA ANALYSYS AND INTERPRETATION

Data was collected through visiting and surveying 600 outlets (departmental stores,

grocery stores, convenience stores, wholesale outlets ) serviced by ITC in Jaipur. The outlets

were covered through distributor KHANDELWALMARKETING. The objective of the

focused data collection was to get a clearer comparative picture.

AREA COVERED Vidyadhar nagar VKI Tata nagar Barea area Shashtri nagar Harmada Bandhu nagar Housing board colony (Shashtri nagar) jhotwara

The area on which the outlet was questioned companies stocks and preferred company availability of products frequency of salesman & grievance handling cash/credit terms weekly/monthly sales stock replacement trade schemes and consumer promotion


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SALESMAN VISIT TO THE MARKET

Out of 600 outlets covered, since outlets were visited with the salesman of ITCS salesman of ITCs

WD, so all 600 outlets are visited by the ITCs salesman, and parles salesman visited 567 outlets and

Britannias salesman visited 410 outlets. In areas like Tata nagar or Barea area distribution channel

Of Parle and Britannia is very poor, if shopkeeper require then they have to purchase from

Wholesalers from market.

0 100 200 300 400 500 600

SUNFEAST

PARLE

BRITANIA

OTHERS

twice in week once in a week


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Most favored company for retailers

The above data clearly indicate that Parle is most preferred company by the outlets due to

the consumer demand and a strong brand image of the company. Sunfeast is closest

competitor of Parle and followed by Britannia.

0 100 200 300

PARLE

BRITANNIA

SUNFEAST

NO. OF RETAILERS

NO. OF RETAILERS

Biscuit co. no. of retailers

Sunfeast 240

Parle 285

Britannia 75


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Is DS knowledgeable?

A salesperson represent a company while he goes to retail shop, his knowledge is always helpful to

reduce grievances of retailers. In percent wise Britannia have high no. of DS who are knowledgeable

but in numbers, Sunfeast.

0 100 200 300 400 500

SUNFEAST

PARLE

BRITANIA

NO. OF RETAILERS

NO. OF RETAILERS


Sunfeast 471

Parle 447

Britannia 365


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Grievance handling

During the survey it was found that as compared to the DS of ITC, the DS of

BRITANNIA AND PARLE are more efficient in handling the grievances of retailer.

However the salesman of ITC is knowledgeable according to the response of the retailers. A

frequent complaint is the result of delay in the delivery and order capturing. There must be a

training program for the retailers to improve their knowledge and skills about the product and

selling.

0 100 200 300 400 500

SUNFEAST

PARLE

BRITANIA

NO. OF RETAILERS

NO. OF RETAILERS


Sunfeast 412

Parle 490

Britannia 386


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Gap between order capture and delivery

The above result shows that SUNFEAST delivery on the same day is for limited shops

only but second day has most no. of shops and remaining shops completed on third day.

0 100 200 300 400

1 day

2 days

3 days

SUNFEAST

SUNFEAST

Sunfeast no. of retailers

1 day 21

2 days 385

3 days 194


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The above result shows that PARLE delivery on the same day near about 77 retail outlets

only but second day has most no. of shops (397) and remaining shops completed on third day.

0 100 200 300 400

1 days

2 days

3days

PARLE

PARLE

Parle no. of retailers

1 day 77

2 days 397

3 days 93


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The above result shows that BRITANNIA delivery on the same day near about 15 retail

outlets only but second day has 121 no. of shops and remaining shops completed on third day

is 142 and remaining after third day. It is clear that delivery system of Britannia is weak than

Parle and Sunfeast.

0 50 100 150

1 day

2 days

3 days

3< days

BRITANNIA

BRITANNIA

Britannia no. of retailers

1 day 15

2 days 121

3 days 142

>3 days 132


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Order received on time

While comparing out of three companies PARLE provided order on time instead of

SUNFEAST AND BRITANNIA. SUNFEAST also provided better delivery but need some

improvement.

yes

85%

no

15%SUNFEAST

yes

89%

no

11% PARLE

yes81%

no

19%

BRITANNIA

Order on time No. of retailers

yes 510

no 90


yes 505

no 62


yes 332

no 78


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Payment terms

Payment terms in PARLE, BRITANNIA AND SUNFEAST are cash, credit and cash + credit

both. They make payment term according to situation.

cash25%

credit

39%

cash+cre

dit

36%

PARLE

cash35%

credit

38%

cash+cre

dit27%

SUNFEAST

cash

25%

credit

39%

cash+cre

dit

36%

BRITANNIA

Cash + credit 162

Cash 210

credit 228

Cash + credit 205

Cash 142

credit 220

Cash + credit 147

Cash 103

credit 160


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Factor affecting preference among retailers

Factor affecting No. of retailers

consumer demand 270

schemes 210

price differential 30

services 90

Consumer Demand is a major concern ITC must work on it to increase the preference of

the retailer as well as the consumer. They prefer consumer demand and schemes.

consumer demand

45%

schemes

35%

price differential

5%

15%

SUNFEAST


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consumer demand 408

schemes 102


services 45

Consumer Demand of the PARLE is very high so, retailer prefer to keep the stock of the

PARLE. Scheme and price differentiation does not matter if consumer is very keen to buy the

product.

consumer demand

72%

schemes

18%

price differential

2%

services

8%

PARLE


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consumer demand 270

schemes 98


services 29

Consumer Demand of the BRITANNIA is very high (66%) instead of other relative

factors so, retailer prefer to keep the stock of the BRITANNIA. Only 7% retailers impressed

with services only.

consumer demand66%

schemes

24%

price differential

3%

services

7% BRITANNIA


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Retailers questionnaire

Importance to brand

According to customers importance of brand image effect them at a certain level and most of

them think about the brand.

very much

22%

moderate

42%

low

36%

BRAND IMPORTANCE

Brand importance NO. OF CUSTOMER

Very much 132

moderate252

low 216


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Influensive way

T.V. commercial is most effective way to influence the customers and another Influensive

way is store promotion. According to them store promotion makes a good effect in their

mind.

t.v. commercial

42%

press

advertisement

in store

promotion

32%

gift schemes

14%

INFLUENSIVE WAY NO. OF CUSTOMER

TV. commercial 252

press advertisement72

in store promotion 192

gift schemes 84


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If you dont get your favorite brand what will you do?

ANSWER NO. OF CUSTOMER

Take what the seller gives 222

Ask your next preference 258

Leave the shop 120

If customer do not get their favorite product than most of them go for next preference and

apart from some of them do not care about the brand they take what retailer provide them and

remaining 20% are loyal customers who leave the shop.

Take what the

seller gives

37%

Ask your next

preference

43%

Leave the shop

20%

customer reaction


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Idea about Sunfeast

ANSWER NO. OF

CUSTOMERYES 474

NO 126

Out of 600 customers 474 customers know about the product and its quality it shows the

people are aware about the brand, reason behind the consumer awareness is promotional campaignand quality.(replied by consumers)

yes

79%

no

21%

IDEA ABOUT SUNFEAST


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Use Sunfeast biscuit (packets)

56% in 600 customers purchase less than 5 packets and rest of others purchase more than 5. It

shows that family involvement is low because they prefer purchasing in more quantity.

5>

56%

5 to 7

36%

7 to 118%

USE SUNFEAST BISCUIT

NO. OF PEOPLE

LESS THAN 5 336

BETWEEN 5 TO 7 216

MORE THAN 7 48


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Satisfied with the product quality

ANSWER NO. OF PEOPLE

YES 534

NO 66

Out of 600 customers 534 customers were satisfied with the quality of SUNFEAST biscuits

that no. is quite satisfy and shows the product quality.

yes

89%

no

11%

SATISFIED WITH PRODUCT QUALITY


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Reaction after price hike

If price of the commodity will be increase than most numbers of customers wants to be

remain with the brand which shows again the unique quality about the product .

Change the brand

22%

remain the

customer

56%

Go for economic

one22%

REACTION AFTER PRICE HIKE

NO. OF PEOPLE

Change the brand 132

remain the customer 336

Go for economic one 132


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Who suggests you to buy?

Retailers are most useful in providing suggestion to purchase the product and family and

friends have less numbers of percent.

Family member

31%

friends

13%relatives

17%

retailer/dealers

39%

WHO SUGGEST YOU TO BUY

NO. OF PEOPLE

Family member 186

friends 78

relatives 102

retailer/dealers 234


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Next preference brand

BISCUITS NO. OF PEOPLE

Parle-g 192

Britannia 156

Priya gold 132

other 120

PARLE is most preferred brand for Sunfeast customer due to good image and quality

followed by Britannia and Priyagold.

Parle-g

32%

Britania26%

Priya gold

22%

other

20%

NEXT PREFERENE BRAND


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Ranking

Price packaging promotionschemes

advertising availability quality

Parle 9 7.5 8 8.5 10 10

Sunfeast 9 8.5 8 7.5 8.5 9

Britannia 9 8 8 5 7 7

Here is the list of the biscuit companies which ranked according to their quality, In price

segment they ranked all three brands equal weight age. But in packaging they liked

SUNFEAST and in advertisement, availability and quality segment PARLE was most

preferred brand. Promotional scheme ranked equally.

Overall PARLE is satisfying customers more than any other relative brand.

0 2 4 6 8 10

Price

packging

promotion schemes

advetrtising

avialibility

quality

britannia

parlesunfeast


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SWOT ANALYSIS

Strength:

Wide expanded distribution network (Jaipur) Well established image of ITC Regular supervision of market Direct dealing with retailers D&D (Damage and Destroy) policy Quality of Sunfeast biscuits is better.

Weakness:

Gap b/w order and delivery

Packaging need more effectiveness

No delivery of Dark Fantasy even of high demand Number of available products in retail outlets is very low (varieties of biscuits).

Opportunity:

Still the rural market is uncovered

Scope for target oriented sales offers for retailers Dark Fantasy initiated with high demand.Threat:

Pre-Established Strong Brand image of PARLE Additional discounts and schemes offered by other companies.


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SUMMARY OF FINDINGS

Important factors:

During this project it was found that most of the retailers were complaining againstthe supply of the expired stock by ITC WDs.

As far as the retailers preference towards the brand is a concern, they favor Parle,solely on the basis of consumer demand.

FOOd

CreditSystem

Margin

DistributionNetwork

Stock out

Wastage

Promotion


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Parle and Britannia also give its retailers 1-2% cash discount regularly .

Experience about the working in ITC

ITC uses FIFO method to reduce the wastage of goods due to expiry. They also keep the good on constant move from low sale area to high sale area. The company collects all the expired goods four times in a year, and destroys them. Retailers must return expired or damaged products within six month after the date of

expiry.

Adjustment for them is done in three month time. ITC provide their retailers with racks, hanger, etc to display the products. The benefits received by the retailer depend upon their sales volume and also the

location of their shops.

SUNFEASTs sale is just second to the PARLE-G.


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CONCLUSION

The skeleton of distribution system is same for all the companies. Company tries

very hard to make a difference at some point to get the competitive advantage. ITC

has a very strong distribution network for their cigarette brand and they are using this

network to push their new biscuit brand. Credit system also depends upon the position

of the product in the market. In the market of Jaipur, Parle is noticeably the leading

brand in terms of consumers as well as retailers fondness. With emergence ofvarious players like Parle, Britannia, Priyagold the competition has hard-bitten in

biscuit industry these player gives good margin to the retailers.


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Suggestions

Focus more on advertisement as some consumers are not aware of the product Continuous change in its packaging style Retailers should be provided some attractive schemes. Schools should also be targeted for making awareness among the kids because they

are also consumer.

Improvement needed on regular supply. POP and display activities should be on regular basis. There should be training for salesman to make more aware about the product. Retailers should be provided with a helpline no. so, that they can solve their problems. Cash discount should be given to the retailers to encourage cash payment. Need enough stock to fulfill retailers demand. Need to avail more variety because Sunfeast has more varieties but in retail stores

there are limited varieties only.

Timely and proper follow-up should be there in market by sales team.

The company should start the very heavy advertising campaign so that it is easy forthem to differentiate with other biscuits available in the market.


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Work Process

To get rid of old stock being delivered ITC work upon setting manufacturingunit near Jaipur which will make stock reach the market soon and will also

reduce dissatisfaction level among the retailers as well as consumers against

expired stock.

D&D tracking should be undertaken for retail outlets also. This would help toascertain outlets where stocks are not moving and also help to understand the

stock trend for particular routes.

Display space should be purchased because most of the outlets complaints thatcompany does not provide display and Parle and other company provides so

we sell their product.

The high visibility of Sunfeast must be ensured.For retailers

Retailers think about the GMROI (Gross margin return on investment) andthey promote the brands which provide them highest. They expected return in

the form of profit margin, company schemes, window display and references

of the shop. Among these, company scheme make the difference and are

highest source of motivation after profit margin.

There is a greater need to understand the retailers behavior considering themas a team working for the company may help them to attach with the

company. There should be feeling of belongingness to the company in inner of

the retailers. Selling values club for retailer so that they may exchange views

with the company and help in understanding consumer behavior.

New promotional schemes should be introduced to attract more retailers &encourage them to move forward our brand to consumer.

Cash discount should be given to retailers to encourage cash payment.


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Credit period should be flexible. Occasional discount: The Company may go for occasional discount offers or

price off especially during festival.


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Bibliography

Reference book

Kotler & Keller, Marketing Management, Pearson Publication, 13 th Edition C.R Kothari, Research Methodology, New Age International Publishers, Revised

Second Addition, 2008

Marketing Management- Swami Radha / Kumari Nama , 2007 edition

Website

www.itcportal.com

http://www.itcportal.com/sets/food_frameset.html

http://managementfunda.com/tag/sunfeast

google.com

scribed.com

mangementparadise.com

www.kitchen.sofindia.co.in
http://www.itcportal.com/http://www.itcportal.com/http://www.itcportal.com/sets/food_frameset.htmlhttp://www.itcportal.com/sets/food_frameset.htmlhttp://managementfunda.com/tag/sunfeasthttp://managementfunda.com/tag/sunfeasthttp://managementfunda.com/tag/sunfeasthttp://www.itcportal.com/sets/food_frameset.htmlhttp://www.itcportal.com/


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RETAILER QUESTIONNAIRE

Outlet Name _______________________________

Date________________

Location ___________________________________

1. Which Biscuits company do you stock ?ITC PARLE BRITANNIA

2. Which is your most favored company?ITC PARLE BRITANNIA________

Why (Give triggers:- Consumer demand, Scheme, price difference etc.)

____________________________

3. How often does DS Visit you?ITC

Once a week twice a week Thrice a week More than thrice

PARLE

Once a week twice a week thrice a week More than thrice

BRITANNIA

Once a week twice a week thrice a week More than thrice

4. Is The DS knowledgeable? And able to answer all your queries?ITC PARLE BRITANNIA

Yes No Yes No Yes No

5. Does DS Redress your grievances satisfactorily?ITC PARLE BRITANNIA


6. What is the time gap between order capture and delivery?ITC

1 Day 2 Days 3 day > 3 Day

BRITANNIA

1 Day 2 Days 3 day > 3 Day

PARLE

1Day 2 Days 3 day > 3 Day


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7. How is the order delivered to you?ITC Hawker Delivery Van Other_______

PARLE

Hawker Delivery Van Other_______

BRITANNIA

Hawker Delivery Van Other_______

8. Are there any companys products being carried by DS/delivery van?Yes No

If yes then which product ________________.

9. Are your order always received on time?ITC PARLE BRITANNIA


10.What are the payment terms?ITC

Only Cash Only Credit Cash + credit

PARLE


BRITANNIA


If cash, do you get any cash discount?

Yes No

If credit then what is credit period?

1 Week 2 Week 3 Week > 3 Week

11.Do the companies do any stock replacement?ITC PARLE BRITANNIA


If yes the what are the replacement norms__________________

12.How do you manage your stock out?


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Contact to DS Contact to WD Other__________

How long does the replenishment take? __________________________

13.What is your monthly sale of?ITC _____________________Hul _________________

PARLE____________________

BRITANNIA ___________________

14.What is margin you receive ? ITC____________________ Hul________________ PARLE___________________ BRITANNIA __________________


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QUESTIONNAIRE(FOR CUSTOMER ONLY)

NAME:

AGE:SEX:ADDRESS:

Q1 How much importance do you give to a brand name when you purchase biscuits?a) Very much b) Moderate c) Low

Q2 which purchase factor influences you the most when you buy a biscuit?a) TV. Commercial b) Press advertisementc) In-store promotion d) Gift scheme

Q3 if you do not get your favorite brand what will you do?a) Take what the retailer suggestsb) Purchase your next preferencec) Leave the shop

Q4 Are you aware about SUNFEAST biscuits? What type of quality and taste thesebrands have?

a) Yes b) no c) could not sayQuality a) Very Tasty b) good c) not so good

Q5 Do you consume Sun feast biscuits? If yes, what is the quantity you consume

monthly?a) Less than 5 b) between 5-7 c) above 7- 11

Q6 which brand of biscuits do you use and why (give reasons)?...

Q7 Are you satisfied with the product quality of the biscuits you consume?a) Yes b) no

Q8 If the price of the Sun feast biscuits goes up while the price of the other biscuitsBrand remains the same, what will be your purchasing decision?A) Change the brand b) Remain the customer of Sun feastc) Go for economic one

Q9 Mark on the degree of 10 among the following 6 attributes based on the importance theyhave in your purchasing decision?

Attribute Points (Brand name)SUNFEAST1-Price2-Packging

3-Promotion schemes4-Advetrtising


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5-Availability6-Quality

Q10 Who suggested you to buy Sun feast biscuits?

a) Family member b) Friends c) Relatives d) Retailer/dealers e) Your own decision

Q 11 for whom you buy Sun feast biscuit?a) Self Consumption b) Family Consumption c) Guests

Consumption

Q12 what is the amount incurred by your family in a month, on SUNFEAST biscuits?a) Less than 50 b) between 50-100 c) above 100-150

Q13 How many family members consumes Sun feast biscuits?a) 1 b) 2 c) 3 d) 4 and above

Q14 what is your next preferred brand biscuit if Sun feast is not available?A) Parle-GB) BritanniaC) Priya Gold

Q16 any feedback you wish to give to the company?....

1.Summer Internship Project

Documents