nitish training report of kiwi

7/29/2019 Nitish Training Report of Kiwi

1/62

Report on retail marketing and distributors controlling in FMCG products

and study of consumer behavior

Summer Internship/Project Report Submitted in

Partial fulfillment of BBA + MBA Programme

2010-2015

By

NITISH BHARGAV

10/IMB/023

School of Management

Gautam Buddha University

Gautam Buddha Nagar- 201 308


2/62

DECLARATION

I hereby declare that this project work is the result of my own research and no part of it

has been presented for another degree in this university or elsewhere. I am solely

responsible for any error in this work.

DATE: 20th Aug 2013

Nitish bhargav


3/62

ACKNOWLEDEMENT

The guidance and knowledge that accompany the successful completion of the project

would be incomplete without the mention of the people who made it possible.

I would like to take the opportunity to thank and express my deep sense of gratitude tomy corporate mentorMr. Sanjeev bhargava (Chairman) . I am greatly indebted to

him for providing their valuable guidance at all stages of the study, their advice,

constructive suggestions, positive and supportive attitude and continuousencouragement, without which it would have not been possible to complete the project.

I would also like to thank Mr. Vineet bhargava(Senior Marketing asst.) who in spiteof busy schedule has co-operated with me continuously and indeed, his valuable

contribution and guidance have been certainly indispensable for my project work.

I owe my whole hearted thanks and appreciation to the entire staff of the firm for their

cooperation and assistance during the course of my project. I hope that I can build upon

the experience and knowledge that I have gained and make a valuable contribution

towards this industry in coming future.

Nitish bhargav


4/62

PREFACE

The project entitled "Report on retail marketing and distributors controlling in

FMCG products and study of consumer behavior" . The Study has been dividedinto seven chapters.

Chapter one begins with Introduction about the company its brand portfolio and the

council of board of directors. Also the Objectives of the study and the Research

Methodology adopted are mentioned here in with the Limitations of the whole research

is pen down over here.

The second chapter lays emphasis on the Companys SWOT (Strength, Weakness,

Opportunities and Threats). Description of all these are included over here.

The third chapter deals with the theoretical Analysis of the Problem, the information

about the topic and problem, available on net and books have been noted down in this

section.

The forth chapter describes the Actual Work Done on the retail outlet by me.

The fifth chapter commences with the pictorial and graphical representation of the DataCollected and theirAnalysis is carried down.

The sixth chapter details the Conclusion drawn after the completion of the whole

research and the answers of all those objectives are given here.

Finally, the last chapter details the Recommendation for the company and the outlet I

have worked in. The solutions to all those unanswered questions are mentioned here.

In the end I would like to add that this work may not encompass all the facts of

the problem but then as remarked by a Chinese scholar Tai Ting that There is no one

perfect in this world which can make every thing perfect.


5/62

TABLE OF CONTENT

Sl.no Topic Pg.no1 Certificate

2 Acknowlegement

3 Preface

4 Executive summary

5 Introduction

a)Need of the study

b)Objective of the study

6 Organisational background

7 Literature review

a)current scenario

b)distribution channels

c)processingd)quality control

8 Competitor analysis

9 Study of retailers and distributors10 Research methodology

11 Conclusion

12 Limitations

13 Recommendations

14 Bibliography

15 References

16 Annexure


6/62

a) Questionnaire

EXECUTIVE SUMMARY

The project was started on 1st june 2013 after knowing all the relevant information aboutthe different snack varieties available, under the guidance of Mr. Vijay pandey

(salesman). The first part of my project involves the study of distributors allocated to meIdentification of their problem areas and helping them in order to increase sale. For this Iused the method of personal interviews and questionnaires. At the same time , they were

being made aware of the scheme for the distributors. Along with the distributors a study

of retailers was conducted to better understand the grievances .For this I visited around62 outlets in the area , i.e, Kanpur and spoke to them. I was also supposed to find out

new retail outlets and convince them to sell Kiwi snacks handled by Vaishalidistributors by showing them the opportunity of getting attached with a big FMCGbrand like Kiwi and increase the customer base. Despite of summer and low demand I

was successful in persuading people and a number of new retail sale points were

developed and the sale was increased. The second part of my internship was the study of

consumer attitude towards snacks like funpop ,crinkles ,chips etc .For this a sample of200 consumers was taken and try to know and understand what they think of our

product.

..


7/62

ABSTRACT

Possibly the most challenging concept in the marketing is to deal with understanding thebuyers behavior. The attitude of Indian consumers has undergone a major

transformation over the last few years. The Indian consumer today wants to lead a life

full of luxury and comfort. He wants to live in present and does not believe in savings forthe future. An important and recent development in Indias consumerism is the

emergence of the rural market for several basic consumer goods. The Indian middle class

has provided a big boost to the consumer culture during the recent past and it is hopedthat their buying behavior will continue to change in the coming future.

Due to fast growth of the services sector per capita income of people of India is also

increasing. The number of middle class is increasing due to another fact that people arefast shifting from agriculture to the services and industry sector where growth prospects

are reasonably high as compared to the agriculture sector which is showing slow growth.

The consumption pattern of a country depends on liberalization of economic policies,

buying habits of the younger generation, financial independence at a young age, increase

in number of nuclear families and increase in media exposure of the people. The tastesand preferences of the current generation are changing rapidly. The current generation

does not mind paying extra for better facilities and ambience.

Another major factor that has led to increased consumerism is the growth of credit

culture in India. The Indian consumer does not feel shy to purchase products on credit

and pay tomorrow for what they use or buy today. This tendency has led to a tremendous

increase in purchase of homes, cars, apparels.etc.


8/62

CHAPTER -1

INTRODUCTION


9/62

INTRODUCTION

Need of the study

The project was an attempt to know the reasons behind low sale of snacks

(Funpop,crinkles,chips) of Vaishali distributors.(Kiwi) Despite of being the first in

the industry, and the brand name, the sale has fallen down incredibly due to competitors

like (Kurkure, tedhe medhe, uncle chips) and others. There is a need to revive thecompany and position it all over again in the mind of the consumers. In doing so firstly

the grievances of the distributors and the retailers were required to be solved in order to

encourage them for push sales. Secondly a study of consumers decision making factorsis required in order to understand their priorities which can be worked upon. For this

purpose a research is to undertaken to find out the market scenario.

With the help of the responses given by the consumers and data analysis, the company is

able to understand its strengths, weakness , opportunitiesand threats..

Objective of the study

The objectives of the study are the following :-

1. The main objective of this project is to know the reasons for the low sale of vaishali

distributors and to find out the measures that can be adopted to increase the sales

2. To study the distribution channel in the retail chain of vaishali distributors.

3. To identify the issues related to the firms retailers and distributors

4. To get the retailers feedback from specific regions

5. To add up new retailers in the area

6. To know the strategy of the firms competitors so as to know what is happening

around us.


10/62

..

ORGANISATIONAL BACKGROUND

Vaishali distributors start up in 2000 to a selling of FMCG products and then since 2002they starting dealing with the household products.

Kiwi and cookwell are those companies start their work from Kanpur & from Kanpur

these companies had made vaishali distributors as the main distributors in Kanpur.

Kiwi foods pvt ltd was established in 2004 with the sole objective of offering high

quality food items to the customers at affordable prices. Ranging from confectionary to

chocolates to cream wafers to snacks. Its efforts have been acknowledged by some of the

most prominent agencies in the world. While an ISO9001:2000 certification by Hazard

Analysis and Critical Control Points (HACCP).It has always try to innovate and bringnewer products into the market.

The company has a wide dealership network that helps all of its products reach to the

consumers across the country and the world. Like the company blends sweetness into the

flavor of its products to make them taste better, thr dealers blend spice into their efforts

to enthuse higher results. They have made their dealers in 10 states in a region.

Cookwell a household name in central India is an offering of bajrang agro industries pvt

ltd. Leading food manufacturing company in Indore.(M.P) . Our motto is Good to taste

Good to eat goes on to show our focus towards the quality of food products that we

offer.

Our first basket of products involves pulses , oils , and flour. Our second basket contains

pasta products, noodles , fun and fried snacks.

The company has been in the business for more than 35 years. Our quality and health

factor in food products has made us a trusted name across India.


11/62

..

BOARD OF DIRECTORS

Mr. Sanjeev bhargav , Chairman & Managing director

Has steered with a single minded focus and provided the best quality products in thecompany , remembering they are second in terms of macroni.

Mr Vinnet bhargav , Director

Is the only one who covered whole market of Kanpur , with which I got most of the

knowledge about the marketing.

Mr Vijay pandey, Salesman

He is the one through which I got the basic knowledge of retail marketing and allows

me to come with him to do the market and training with him.

Mr Pal ji , Company person

He is the company person . he comes to keep a check on the salesman us that theproduct is selling or not and what are the consumers attitude and demand for the product.

I also visited on tour with him.


12/62

..

IMPORTANCE OF COMPANY

Today, in the country, Kiwi & Cookwell has emerged as one of the leading company in

the snacks and wheat products .And also.

Old group, in operation since 2000.

One of India's branded retailer.

Market leader in the worsted business with over 20% market share.

Second largest branded wheat and snacks business in India.

Owns award winning brands like Bambino, Nellons , and in snacks uncle chips.

One of the exclusive retail networks in the space in India.

Large Indian focus, with more than three fourth of revenues from domestic

market.


13/62

..

KIWI AND COOKWELL PRODUCTS

FUNPO

P

CRINKL

ES

CHIPPY

CHIPS

MACARO

NI &

PASTA

VERMI

CELLI

N

D

S

SNACKSWHEAT

&WHEATPRODUCTS


14/62

Each of the product is further discussed in details :-

Varieties in snacks and other products :

SI.NO PRODUCT FAT CONTENT

1 FUNPOP 21.76%

2 CRINKLES 20.25%

3 CHIPPY CHIPS 18.05%

4 PASTA&MACRONI 1%

5 VERMICELLI 1%

6 NOODLES 2%

FUNPOP


15/62

Fun pop is one of our snacks product which is good in taste. It is a pop or stick or we

can say that it is a puff which has 21.76% total fat . It is available in Rs 1/-, 5/-, & 10/-

only. Also it has different flavours like:- Khatta meetha , Chilly tomato , Tangy masala ,

Pudina masala etc.

CRINKLES:-

Crinkles are another part of our snacks products which is more bitter in taste .It is just

like kurkure with more masala and very good in taste. It is availaible in Rs 2/- % & 5/-

only.

CHIPPY CHIPS:-

Chippy chips are one of the famous brand of the Kiwi

which is basically handled by Vaishali distributors. It

has different flavours which are Mast masala , Tangy

tomato , Cream n onion , Simply salted etc. It is availaible in Rs 3/- ,5/- ,10/- only.


16/62

Macroni , pasta, vermicelli , noodles:- These all products are wheat and wheat

products. From the land of central India is considerd the best in terms of health and

fitness. These all are made up of maida and it is one of the finest poduct.

SI.NO PRODUCT DISTRIBUT

OR PRICE

RETAILER

PRICE

MRP

1 FUNPOP 3.81 4.12 5.00

2 CRINKLES 1.40 1.60 2.00

3 CHIPPY

CHIPS

3.75 4.05 5.00

4 MACRONI

(25 kg)

800.00 825.00 -

5 PASTA(25

kg)

960.00 985.00 -

6 NOODLES (5 225.00 260.00 -


17/62

kg)

Average Daily Sales -Rs 32000/-

Pattern of sale:-

Distribution plan:-

Company

Distributor

RetailerConsumer


18/62

DOING THE MARKET

It was great experience of how to do the market . On the 1 st day some problem arise, i.e

Variety and Range.

In big outlets or organized outlets there is demand of chips, in comparison to funpop and

kurkure. But in small outlets, demand of kurkure and funpop is more. It is because of the

rich customer arrive mostly in big outlets , becoz of their status and poor people in small

ones so they try to take the product from there. So this was the requirement scenario .

On the 2nd day the customers shows good response towards our product. and I also

visited to sell some product i.e macroni, pasta , maggi , which has a great impact on us.

As today sale was Rs-10000/- only which was bigger than the earlier day sale. But

slightly some problem arises. The problem was that the packing of maggi was notproper. Instead of 20 kg, customer was getting 18.50 kg .

We issue a complaint to the company regarding this problem and they later on started

making small cartons instead of big cartons which reduces the breakage of maggi and

weight issue.


19/62

..

LITERATURE REVIEW

CURRENT SCENARIO

Kiwi has a good market image in the sectors of Kanpur where it sells 50000 peices daily

on an average and undertakes its marketing operations through around 61 distributors

across U.P. and around 1000 retailers in Kanpur & outside kanpur . It has a hugeadvantage over its competitors .Mostly in every retail outlet there is each type of our

product which is a great thought about our company.

Supply Chain Management

Snacks & health products:- The wheat products sources its requirements of macroni,

pasta and maggi from their different respective production house.. and these products

are received from the trucks to the distributors and then to the retailer and then to theconsumers

Production

house

Distributors Retailers


20/62

Trucks Morning

Evening

2) Snacks & Pasta products distribution: -Trucks from the factory of KIWI at Noida and

Cookwell at Indore bring in snacks and wheat products to the Godowns. After collection

the same trucks are utilized for the delivery of the items to the distributors. Kiwi and

cookwell has about 61 Distributors in the state of U.P. . Each of these LAD s(Local area

distributor ) place their demand by raising an order one day in advance. The demand is

also calculated using the Calendar Scheme, in this depending on the pre-calculated

seasonal demands the distributors place their orders accordingly.

Distribution Channels

Distributors: The packaged products is distributed via the distributor network throughout

the city.The distribution network of the distributor is follows:-

Regional

collection

centres


21/62

Processing

At the company the processing of the product is done by using of the technology and

machines used by the people to ensure high product quality and reliability and safety.

Firstly to clarify that whether the product is processed is correct , removing all dust

particles

Secondly to maintain the uniformity by raising or lowering its fat, so as to deliver to the

consumers as according to the given norms.

Thirdly to maintain the quality it is to be fully correct in every ways .

BOOTH

S

DAILY

CENTRES


22/62

..

.


23/62

CHAPTER - 2

COMPANY

ANALYSIS

SWOT ANALYSIS OF KIWI


24/62

STRENGTH :-

The company has strong R&D Department, for productand new technology.

The company has many bank facilities like long credittime and other facilities.

The company has qualified and experience humanresource for selection and recruitment.

WEAKNESS:-

The company has updated technology.

The company has low production in off season.

The company has less men power according to the work

OPPORTUNITIES:-

The company has maintained growth from last many

years.

As the population increase the demand of the product willalso increase.

Market share of the company is continuously expanding.

THREATS:-

Competition is the major threat.The Indian Market is the main market of the company

and it is very unstable.


25/62

CHAPTER - 3

COMPETITORANALYSIS

COMPETITOR ANALYSIS

BAMBINO


26/62

Bambino is a company which is considered on the 1st in terms of macroni , pasta ,

noodles etc. It is considered to best in terms of health and fitness. It is a brand which

shows its best quality in the world.

Product

The varieties of Bambino available in Kanpur are :

Bambino macroni

Bambino pasta

Bambino vermicelli

Bambino noodles

Price

When compared to other companies the cookwell handled by vaishali distributors, the

distributors margin of bambino is 9% whereas cookwell gives 8% margin .In case of

retailers cookwell has fixed margin in every part of kanpur. However Bambino gives

different margins depending upon the location and sale of the retailer which becomes a

great incentive to sale. The price of the Bambino to the end consumer is however

slightly higher to Cookwell.

Place

The availability of product is a major concern among the consumers. Bambino with its

vast distribution network has enhanced the market and is responsible for its growth.

Promotion

Bambino has a great brand image in the mind of the customer .Their expert marketing

and advertising strategies add all the more to the sales.

This was the competitor of the wheat and wheat products now let us deal wih the

competitor of snacks.


27/62

Uncle chips

Uncle chips is one of the famous brand of snacks. It was a like chips which makes it a

proven brand .It has different varieties which are as follows:-

Mast masala

Pudina masala

Tomato masala

Simply salted

It has different prices like uncle chips ranges from Rs-5/- to Rs-20/- only.

Becoz of its brand name it has relatively good sales than our snacks which makes it a

good competitor.

So these are the main competitors of the cookwell and kiwi.

..


28/62

CHAPTER - 4

PROBLEM

ANALYSIS

PROBLEM ANALYSIS


29/62

RETAIL THEORY

BY THE PEOPLE, FOR THE PEOPLE AND OF THE PEOPLE

Retailing involves selling products and services to consumers for their individual or

family use. As the final link between consumers and manufacturers, retailers are a vital

part of the business world. Retailers add value to products by making it easier for

manufactures to sell and consumers to buy.

Retailing is the final step in the distribution of merchandise the last link in the Supply

Chain connecting the bulk producers of commodities to the final consumers. Retailing

covers diverse products such as consumer durables, brown and white goods, FMCG,

apparels, financial and leisure services etc.

A retailer, typically, is someone who does not affect any significant change in the

product except breaking the bulk. She/he is also the final stock point who makes products

or services available to the consumer whenever require.

In the developed countries, the retail industry has developed into a full-fledged industry

where more than three-fourths of the total retail trade is done by the organized sector.

Huge retail chains like Wal-Mart, Carrefour Group, Sears, K-Mart, McDonalds, etc. have

now replaced the individual small stores. Large retail formats, with high quality

ambiance and courteous, and well-trained sales staff are regular features of these

retailers.

Broadly the organized retail sector can be divided into two segments, In-Store Retailers,

who operate fixed point-of-sale locations, located and designed to attract a high volume

of walk-in customers, and the non-store retailers, who reach out to the customers at their

homes or offices.

Apart from using the Internet for communication (commonly called e-tailing), non-store


30/62

retailers did business by broadcasting of infomercials, broadcasting and publishing of

direct-response advertising publishing of traditional and electronic catalogues, door-to

door solicitation and temporary displaying of merchandise (stalls).

Retailing consists of the sale of goods/merchandise for personal or household

consumption either from a fixed location such as a department store or kiosk, or away

from a fixed location and related subordinated services.

In commerce, a retailer buys goods or products in large quantities from manufacturers or

importers, either directly or through a wholesaler, and then sells individual items or small

quantities to the general public or end user customers, usually in a shop, also called store.

Retailers are at the end of the supply chain. Marketers see retailing as part of their overall

distribution strategy.

Shops may be on residential streets, or in shopping streets with little or no houses, or in a

shopping center. Shopping streets mayor may not be for pedestrians only. Sometimes a

shopping street has a partial or full roof to protect customers from precipitation.

Shopping is buying things, sometimes as a recreational activity. Cheap versions of the

latter are window shopping (just looking, not buying) and browsing.

Uncle chips Retail (India), is Indias leading retailer that operates multiple retail formats

in both the value segment of the Indian consumer market. Headquartered in Mumbai

(Bombay), the company operates over 7 million square feet of retail space, has over 1000

stores across 53 cities in India and employs over 25,000 people.

The companys leading formats include , Big Bazaar, a uniquely Indian hypermarket

chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian

bazaars with aspects of modern retail like choice, convenience and quality and Central, a

chain of seamless destination malls. Some of its other formats include, Depot, Shoe

Factory, .


31/62

CHAPTER - 5

MEANING OF

TRAINING


32/62

ACTUAL DESCRIPTION OF TRAINING

Managing and motivating team to increase sales and ensure efficiency.

Managing stock levels and making key decisions about stock control.

Analyzing and interpreting trends to facilitate planning.

Using information technology to record sales figures, for data analysis and

forward planning.

Dealing with staffing issues such as interviewing potential staff, conducting

appraisals and performance reviews, as well as providing or organizing training and

development.

Ensuring standards for quality, customer service and health and safety are met.

Resolving health and safety, legal and security issues.

Responding to customer complaints and comments.

Promoting the organization locally by liaising with local schools, newspapers and

the community in general.

Organizing special promotions, displays and events.

Maintaining awareness of market trends in the retail industry, understanding

forthcoming customer initiatives and monitoring what local competitors are doing.

Initiating changes to improve the business, e.g. revising opening hours to ensure

the store can compete effectively in the local market;

Dealing with sales, as and when required.


33/62

CHAPTER - 6

ANALYSIS OF

DATA


34/62

STUDY OF DISTRIBUTORS AND RETAILERS

The study of distributors and retailers was conducted on a part of Kanpur i.e lal colony ,

white colony , Bakarganj ,birana road etc.

Five Star Distributor

Birana road, Kanpur

A.S.Milk

White colony,Kanpur

Jyoti gupta

Lal colony, Kanpur

..


35/62

Findings :

Hence the finding or the result of that diagram was that retailers drop out was from

unsatisfactory to satisfactory.

Now to check from which of the product sells the most and it can be judged by knowing

the sales


36/62

Which type of Product sells the most?


37/62

Interpretations:-

Earlier Kiwi & cookwell itself used to distribute snacks and wheat products directly to

the local retailers, the distribution of snacks and other products through LAD s started from many years. Since the other distributors are new they hardly have any complain

regarding retailers drop out within the year of work. However sales were largely affected

due to competition from other local brands which are coming up daily with new

schemes.


38/62

Among the competitors also Cookwell margin is the lowest. Again there is no incentive

to work hard. The targets given by the company were realistic and hence some were

achieved and some were not.

Their view about the quality of crinkles is also not satisfactory. According to them there

is no consistency in the quality, which becomes a major reason of low consumerdemand. When it comes to competitiveness kiwi lacks behind many brands and

especially Uncle chips and bambino which has captured the market with its mass

advertisements and fine quality of product.

..

FEEDBACK REPORT OF LOCAL AREA RETAILERS OF

KIWI AND COOKWELL PRODUCTS , KANPUR

SL.NO NATURE OF FEEDBACK

1 Commission is less in comparison to other competitors brand

2 Leakage/Packing problem.

3 Market visit required jointly with company people officials for effective


39/62

outcome

4 Lifespan of the product is small compared to other brands

5 No free gift products are supplied by MDC on certain amount of sale toLADs as given by other competitor companies

6 No advertisement material given by the company

7 Better incentive plans should be implemented

8 Bill problem is there with some retailers

This is the feedback report of the local area retailers.

About 50 representative retailers were chosen for the purpose through conveniencesampling

Findings:


40/62

If the answer to the above is unsatisfactory then choose the reasons from below:-


41/62

Who is the major competitor of the cookwell:-


42/62

..

Interpretations:-

During the interview most of the retailers were satisfied by their sales considering thelocation and competition in the market , however few who were not , considereddecreasing quality as a reason of loss of sales apart from competition with other brands.

According to the majorty the major competitor is Bambino , with its vast marketing

strategies , immense brand image and enormous quality of products, it has successfully

captured the market.

However few of the retailers also believed that the local brands are emerging as great

competitors .These brands are giving huge margins and incentives , which is leading to

push sales.

When it comes to competitiveness according to the retailers Cookwell is not performing

upto the mark. Their strategies does not meet their competitors. Other brands offer huge

discounts to their retailers whereas Cookwell offer discounts but not such as other

brands.


43/62

..

RESEARCH METHODOLOGY

Purpose:-

The basic purpose of this research is to find out the factors affecting the decision of the

consumer to purchase Snacks and Macroni.

Problem:-

To find out problem is the first stage of the research process. It represents translating the

management problem into research problem. It is rightly said, A problem well defined

is half solved.

Consumers have faith in the brand image of Cookwell, still its losing share to Bambino

and other brands.

Objectives:-

The objectives of the study are as follows:


44/62

1) The objective of the study was to find the actual reason why people are buying

few products of cookwell.

SAMPLE:-

A Sampling frame consists of a list of item from which the sample is to be drawn.

The sample frame for this research constitutes the customers visiting retail outlets to

purchase wheat products like Macroni , Pasta , Noodles.etc

Sample Size:

The sample size of the research was 100 individuals.

Methodology:

Initially 18 factors were identified to carry on the survey through an analysis. This was

further cleaned into a list of questions in a questionnaire. Once framed and properly

fragmented, these were individually filled for a process of Descriptive Research. A

cross-board survey was undertaken involving consumers of Snacks & Macroni and pasta

products in kanpur. This gave a set of responses which were quiet in the favour of the

company and some were not in the favour of the company.


45/62

..

CHAPTER - 6


46/62

CONCLUSION

CONCLUSION

This project was about the segment of Snacks and health products which due to intense

competition from its competitors is continuously losing its market share. So in this

project different parameters on which the sale of Cookwell and kiwi depends are studied

and analysed from the distributor , retailer and consumers perspective. The final

outcome of the project is that the parameters which make decision regarding the

purchase of food products are Price , Quality, Smell , Taste , Advertisement and

Awareness. Its market is a totally unpredictable market and the organisation should beover-cautious of any complaints that come into food products So the company should

take every step possible to resolve every problem which in some way or the other

affects the sale of Cookwell and its retailers.


47/62

..

LIMITATIONS

The limitations of the project is as follows :

1. The study was conducted in Kanpur only ,so the limited area of the study may affectthe conclusions


48/62

2. Some of the respondents could not give their proper response due to lack of time.

They at times tend to get biased and project a picture which may affect the relevance of

the study .

3. It might also be so that some respondents were not motivated enough to respond

properly although full attempt was made.

4. There was no provision of visiting cards for the summer trainees which hinder

communication at times .

5. The duration of the project was short, so the scope of more in-depth evaluation was

not possible .


49/62

CHAPTER...7

RECOMMENDATION

RECOMMENDATIONS

The recommendations for the company for further growth and profit are as follows:

Cookwell should come up with schemes for customers along with retailers as it

would be a real boost to the sales and also it will help the company to get back its lost

customers .

It was seen that the price of the largest selling variety of Cookwell which is Macroni is Rs825/- , and the competitor product of Bambino is priced at Rs 850/-. Thus the price

can be increased and thereby margin of the retailers can be increased .


50/62

Also it was seen through the survey that price is not a major concern for the

consumers when it comes to a necessity like Pasta so the price can be increased by a

rupee or two and the quality can be improved .

Cookwell and Kiwi is ISO and HACCP certified. The consumers should be

explained about it through advertisements in order to make them aware.

The organisation should schedule these kinds of surveys on a more regular basis as at this point of time Bambino is really capturing the market and the organisation should

take viable steps to meet the expectations of its customers .

If MD can do certain promotions as its competitor Bambino does, then it can attract

sales. Promotion with the help of boards, hoardings etc. and also it can advertise in

radio .

The company should try to adopt a relatively short period incentive system in order to

make it more friendly and achievable .

Cookwell should come up with a scheme for consumers like discount on snacks with

chocolates free Ice cream or any other product on supplying empty pouch packets of

snacks.

Differential margin should be given by the LADs to the retailers depending upon the location and sales .

LADs should supply their products through cycle vans and small trolleys also like

competitors to areas where trucks cannot go .

..

REFERENCE


51/62

http://www.kiwifoods.com/

http://www.bajrangagro.com/

Mr Sanjeev bhargav(1976) and Mr vineet bhargav(1979) Company

prospectus a book of knowledge about retail marketing Vol 1, chapter-

5, page no- 110-120

Mr vijay pandey (Salesman) suggested practical knowlwdge of

marketing and advices me to have no book reqired.

Also , Wikipedia main page .

..
http://www.kiwifoods.com/http://www.bajrangagro.com/http://www.kiwifoods.com/http://www.bajrangagro.com/


52/62

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS REFERRED

1.)Barman Barry & Evans R Joel. (2001). Retail Management (A Strategic Approach);


53/62

Prentice Hall of India.

2) Philip Kotler,James andreson (2003); Retail Management (A Marketing concept)

3) Bajaj Chetan, Tuli Rajnish & Srivastava V. Nidhi. (2004). Retail Management. TataMcGraw Hills.

WEBSITES REFERRED

www.kiwifoods.com

www.bajarangagro.com

www.vishaldistributors.com

Wikipedia main page of the kiwi

..
http://www.vishaldistributors.com/http://www.vishaldistributors.com/


54/62

ANNEXURE

ANNEXURE

Questionnaire

DISTRIBUTOR


55/62

1. Name -

2. Address -

3. Phone

4. Avg daily sales :-

1500 3500

3500 - 5500

5500 7500

7500 9500

5. How would you rate your retailers drop out?

a) Satisfactory

b) Unsatisfactory

6.Which type of product sells the most?

a) Funpop

b) Crinkles

c) Chippy chips

d) Macroni

e) Pasta

f) Noodles

7.Rate cookwell and kiwi on the scale of 1-5 on the following factors(1 as worst and 5 as

the best):-


56/62

Particulars 1 2 3 4 5

MarginTimeliness

Credit limit

Incentives

Demand of

retailers

Quality

Packaging

Hygine

Competitiveness

8. Is there any scope to increase the no of retailers in your area?

a) Yes

b) No

Suggestions/Complains :

*---------------------------*

..

RETAILER

1.Name of the shop

2.Address

3.Phone


57/62

4.LAD name

5.Avg daily sales

a) 10-50

b)50-150

c)150-300

d)300-450

e) 450+

6.How would you rate your present sales?

a) satisfactoryb) unsatisfactory

7.f the answer to the above is unsatisfactory then please choose the reasons from

below:

a) Competition from other brands

b) Competition from the centres

c) others

8.Which type of the product sells the most?

a) Funpop

b) Crinkles

c) Chippy chips

d) Macroni

e) Pasta

f) Noodles

9. Who is the major competitor of Kiwi and Cookwell?


58/62

a) Bambino

b) Uncle chips

c) Nellons

d) Kurkure

10.Rate Kiwi and Cookwell on the scale of 1-5 on the following factors ( 1 as worst and5 as best) :-

Particulars 1 2 3 4 5

Margin

Punctuality of

distributors

Competitiveness

Quality

Packaging

Awareness

11.Suggestions/Complains :

*---------------------------*

..

CONSUMER

1.Name

2.Address

3.The brand that comes to mind when it comes to purchase of product:

a) Bambino


59/62

b) Cookwell

c) Nellons

4.Do you get the delivery to your shop?

a) Yes

b) No

5.Rate some attributes with the options like- stongly agree, strongly disagree, agree,

disagree, neither agree nor disagree

SLRNo

Attributes Strongly agree

Agree Neitheragree nor

disagree

Disagree

Strongy

disagre

e

1 Decision to purchase

product depends upon the

quality of product

2 Price is the most important

decision making factor

when it comes to purchase

of product

3 Product purchase is

determined by the

availability of product

where required

4 Taste of product does not

affect the purchase

decision

5 Price is not an important

decision making factor

when it comes to purchase

of product


60/62

6 Product containing smell is

not at all preferred

9 Leakage in product

packets hinder purchase

decision

10 Faith in the brand image

increases purchase

decision of product

11 Schemes available on

purchase of a particular

brand influence decision

12 Awareness about the

availability of product

influences purchasedecision

13 Heavy advertisement

increases purchase of a

particular variety of

product

14 Purchase of product varies

with the percentage of fat

content



packaging of milk

16 There is a satisfactory no

of retailers in the locality



retailer s reputation



inconveniences occurred

while purchasing


61/62

*---------------------------*

..


62/62

Thank you.

nitish training report of kiwi

Documents