retail audit

OCTORICH DAIRY PRODUCTS

EXECUTIVE SUMMARY

PROJECT TITLE

“To determine the Retail audit on soft drinks market of Bijapur”.Product: Soft drinks.Location: Bijapur

Research Objectives

1. To understand the consumer taste for consumption of Soft drinks in Bijapur.

2. To find the scope of New Entrants in the Soft drinks market of Bijapur.

3. Survey of soft drinks outlets in Bijapur.

Methodology.

1. Market research survey is conducted to meet the Objective.2. Final Objective is achieved by analysis and desk research

suggestion.

Project benefits/outcome:

1. It helps the company to understand the taste of Soft drinks consumption in Bijapur.

2. It helps the company to analyze the risk factors for launching the Soft drinks products in the city.

3. Finally it helps the company to launch the product and product lines to the consumers of Bijapur.

B.L.D.E.A.S. PATIL COLLEGE OF COMMERCE, BBA PROGRAMME,BIJAPUR

1


INTRODUCTION OF ICE CREAM AND SOFT DRINKS

About Ice Cream

The first frozen dessert is credited to Emperor Nero of Rome. It was a mixture of snow

(which he sent his slaves into the mountains to retrieve) and nectar, fruit pulp, and

honey.

Another theory states that Marco Polo, 13th century bard and adventurer, brought with

him to Europe from the Far East recipes for water ices....said to be used in Asia for

thousands of years.

During his reign in the 1600s, King Charles I of England offered a cook a job for life

if he made him ice cream and kept it a secret.

During the stuffy Victorian period, drinking soda water was considered improper, so

some towns banned its sale on Sundays. An enterprising druggist in Evanston,

Illinois, reportedly concocted a legal Sunday alternative containing ice cream and

syrup, but no soda. To show respect for the Sabbath, he later changed the spelling to

"sundae."

The first ice cream parlor in America opened in New York City in 1776.

George Washington loved ice cream so much that he ran up a $200 bill for the dessert

treat one summer in the late 1700s.

Dolly Madison created a sensation when she served ice cream as a dessert in the White

House at the second inaugural ball in 1812.

In 1843, New England housewife Nancy Johnson invented the hand-cranked ice cream

churn. Lacking the resources to market the churn herself, she sold the patent for her

invention for $200.

The first commercial ice cream plant was established in Baltimore in 1851 by Jacob

Fussell.

The first ice cream cone was made on September 22, 1896, in New York City by

ItaloMarchiony. He was granted a patent for his special mold in December 1903. In

1904, the waffle ice cream cone was introduced at the St. Louis World's Fair when a


2


waffle concessionaire started rolling waffles into the shape of a cone for the benefit of

an ice cream vendor who occupied an adjoining booth.

Invention of the ice cream soda is usually attributed to Robert M. Green, who operated

a soda water concession in Philadelphia. Green, who sold a mix of carbonated water,

cream, and syrup, apparently ran out of cream and substituted ice cream, hoping his

customers wouldn't notice. But they did, and his daily sales climbed from $6 to $600!

In 1929, William Dreyer, an ice cream maker, and his partner, Joseph Edy, a candy

maker by trade, created the world's first batch of Rocky Road ice cream.

In 1978, the FDA required all frozen desserts to have ingredients listed on their labels.

The early methods of freezing foods need some explanation. Freezing of foods was

achieved by mixing salt with ice. Mixing salt with ice reduces the freezing point and it

is quite easy to achieve temperatures lower than -14°C.

This process did not arrive in Europe until 1503, in Italy. It was not used for food until

water ices (sorbets) appeared in the 1660’s in Naples, Florence, Paris and Spain. Later

in 1664 ices made with sweetened milk first appeared in Naples.

In England ‘Iced Cream’ was served at a banquet for the Feast of St. George at

Windsor Castle in 1671. It was such a rare and exotic dish that only the guests on

King Charles II’s table had ‘one plate of white strawberries and one plate of iced

cream.’ All the other guests had to watch and marvel at what the Royal table were

eating.

Such was the interest and demand for ice cream that wealthy people built ice houses

on their estates.

Ice cream making was a closely guarded secret and the knowledge of how to make it

would have been a meal ticket for life, which is why the first recipe in English did not

appear until 1718.

The technique of making custard based ice cream using egg yolks started in France

around the middle of the 18th century and this is the origin of custard based ice

cream. The Americans had to wait until 1700 to get their first taste of ice cream.

In nineteenth century, Ice cream manufacture was simplified with the introduction of

the ice cream machine in 1843 in both England and America. This consisted of a

wooden bucket that was filled with ice and salt and had a handle which rotated. The

central metal container, containing the ice cream was surrounded by the salt and ice

mixture. This churning produced ice cream with an even, smooth texture. Previously


3


it was made in a pewter pot kept in a bucket of ice and salt and had to be regularly

hand stirred and scraped from the side of the pewter pots with a ‘spaddle’ which is a

sort of miniature spade on a long handle.

The key factor in the manufacture of ice cream was ice. Where was it to come from?

In the early 19th century importation of ice started from Norway, Canada and

America, this made ice cream readily available to the general public in the UK. Ice

was shipped into London and other major ports and taken in canal barges down the

canals, to be stored in ice houses, from where it was sold to ice cream makers. This

burgeoning ice cream industry, run mainly by Italians, started the influx of workers

from southern Italy and the Ticino area of Switzerland to England.

In London they lived in the most appalling conditions in and around the Holborn area.

The huge ice house pits built near Kings Cross by Carlo Gatti in 1850’s, where he

stored the ice he shipped to England from Norway, are still there and have recently

been opened to the public at The London Canal Museum.

The advent of mechanical refrigeration using electricity and gas, at the end of the last

century, is what made the ice cream industry what it is today. No longer were huge

quantities of ice necessary and it was now possible to transport and store ice cream.

Previously ice cream had to be eaten within a few hours of it being made as it

required too much ice to keep it frozen. Ice cream quickly became a mass market

product and many of the old flavors became best sellers.

Although the cone itself can be traced back hundreds of years, the first recording of

cones being used for serving ice cream was in 1888 in Mrs. Marshall’s Cookery

Book. Prior to that ice cream was either licked out of a small glass known as a penny

lick or taken away wrapped in waxed paper referred to as a hokey pokey (hokey

pokey is supposed to have come from the Italian "ecco un poco" "here is a little").

About 1926 the first commercially-successful continuous process freezer was

perfected. The continuous freezer, developed by Clarence Vogt, and later ones

produced by other manufacturers, has allowed the ice cream industry to become a

mass producer of its product.

The first Canadian to start selling ice cream was Thomas Webb of Toronto, a

confectioner, around 1850. William Neilson produced his first commercial batch of

ice cream on Gladstone Ave. in Toronto in 1893, and his company produced ice

cream at that location for close to 100 years.


4


INTRODUCTION OF SOFT DRINKS

The main production of soft drink was stored in 1830’s & since then from those

experimental beginning there was an evolution until in1781, when the world’s first cola flavoured

beverage was introduced.

These drinks were called soft drinks, only to separate them from hard alcoholic drinks. This

drinks do not contains alcohol & broadly specifying this beverages, includes a variety of

regulated carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice

drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated

drinks. Today, soft drink is more favorite refreshment drink than tea, coffee; juice etc. It is said

that where there is a consumer, there is a producer & this result into completion. Bigger the

player, the harder it plays. In such situation broad identity is very strong. It takes long time to

make broad famous.

Soft Drinks in India industry profile provides top-line qualitative and quantitative summary

information including: market size (value , and forecast to 5). The profile also contains

descriptions of the leading players including key financial metrics and analysis of competitive

pressures within the market. Essential resource for top-line data and analysis covering the

India soft drinks market.Includes market size data, textual and graphical analysis of market

growth trends, leading companies and macroeconomic information.


5


Highlights

1.The soft drinks market consists of retail sale of bottled water, carbonates, concentrates,

functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market

volume for soft drinks market excludes the concentrates category. The market is valued

according to retail selling price (RSP) and includes any applicable taxes. Any currency

conversions used in the creation of this report have been calculated using constant 2010

annual average exchange rates.

2. The Indian soft drinks market generated total revenues of $3.8 billion in 2010, representing

a compound annual growth rate (CAGR) of 11% for the period spanning 2006-2010.

3. Carbonates sales proved the most lucrative for the Indian soft drinks market in 2010,

generating total revenues of $1.9 billion, equivalent to 50.5% of the market's overall value.

4.The performance of the market is forecast to decelerate, with an anticipated CAGR of 9.1%

for the five-year period 2010-2015, which is expected to lead the market to a value of $5.9

billion by the end of 2015.

FeaturesSave time carrying out entry-level research by identifying the size, growth, and leading

players in the soft drinks market in India

Use the Five Forces analysis to determine the competitive intensity and therefore

attractiveness of the soft drinks market in India

Leading company profiles reveal details of key soft drinks market players’ global operations

and financial performance

Add weight to presentations and pitches by understanding the future growth prospects of the

India soft drinks market with five year forecasts


6


Macroeconomic indicators provide insight into general trends within the India economy

RETAIL

Retail is the sale of goods and services from individuals or businesses to the end-user.

Retailers are part of an integrated system called the supply chain. A retailer purchases goods

or products in large quantities from manufacturers directly or through a wholesale, and then

sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed

locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated

services, such as delivery. The term "retailer" is also applied where a service provider

services the needs of a large number of individuals, such as a public. Shops may be on

residential streets, streets with few or no houses or in a shopping mall. Shopping streets may

be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect

customers from precipitation. Online retailing, a type of electronic commerce used for

business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

Types of retail outlets

A marketplace is a location where goods and services are exchanged. The traditional

market square is a city square where traders set up stalls and buyers browse the merchandise.

This kind of market is very old, and countless such markets are still in operation around the

whole world.

In some parts of the world, the retail business is still dominated by small family-run stores,

but this market is increasingly being taken over by large retail chains.

Retail is usually classified by type of products as follows:

Food products

Hard goods or durable goods ("hardline retailers") - appliances, electronics, furniture,

sporting goods, etc.Goods that do not quickly wear out and provide utility over time.


7

http://en.wikipedia.org/wiki/Mail_order

http://en.wikipedia.org/wiki/Business-to-consumer

http://en.wikipedia.org/wiki/Electronic_commerce

http://en.wikipedia.org/wiki/Precipitation_(meteorology)

http://en.wikipedia.org/wiki/Roof

http://en.wikipedia.org/wiki/Pedestrian

http://en.wikipedia.org/wiki/Shopping_mall

http://en.wikipedia.org/wiki/Delivery_(commerce)

http://en.wikipedia.org/wiki/Door-to-door

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Product_(business)


Soft goods or consumables - clothing, apparel, and other fabrics. Goods that are consumed

after one use or have a limited period (typically under three years) in which you may use

them.

There are the following types of retailers by marketing strategy:

Department stores - very large stores offering a huge assortment of "soft" and "hard

goods; often bear a resemblance to a collection of specialty stores. A retailer of such

store carries variety of categories and has broad assortment at average price. They

offer considerable customer service.

Discount stores - tend to offer a wide array of products and services, but they

compete mainly on price offers extensive assortment of merchandise at affordable and

cut-rate prices. Normally retailers sell less fashion-oriented brands.

Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled

on pallets or steel shelves; warehouse clubs charge a membership fee;

Variety stores - these offer extremely low-cost goods, with limited selection;

Demographic - retailers that aim at one particular segment (e.g., high-end retailers

focusing on wealthy individuals).

Mom-And-Pop - is a retail outlet that is owned and operated by individuals. The

range of products are very selective and few in numbers. These stores are seen in local

community often are family-run businesses. The square feet area of the store depends

on the store holder.

Specialty stores - A typical specialty store gives attention to a particular category and

provides high level of service to the customers. A pet store that specializes in selling

dog food would be regarded as a specialty store. However, branded stores also come

under this format. For example if a customer visits a Reebok or Gap store then they

find just Reebok and Gap products in the respective stores.

General store - a rural store that supplies the main needs for the local community;

Convenience stores - is essentially found in residential areas. They provide limited

amount of merchandise at more than average prices with a speedy checkout. This

store is ideal for emergency and immediate purchases as it often works with extended

hours, stocking everyday;


8


Hypermarkets - provides variety and huge volumes of exclusive merchandise at low

margins. The operating cost is comparatively less than other retail formats.

Supermarkets - is a self-service store consisting mainly of grocery and limited

products on non food items. They may adopt a Hi-Lo or an EDLP strategy for pricing.

The supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700

m2). Example: SPAR supermarket.

Malls - has a range of retail shops at a single outlet. They endow with products, food

and entertainment under a roof.

Category killers or Category Specialist - By supplying wide assortment in a single

category for lower prices a retailer can "kill" that category for other retailers. For few

categories, such as electronics, the products are displayed at the centre of the store and

sales person will be available to address customer queries and give suggestions when

required. Other retail format stores are forced to reduce the prices if a category

specialist retail store is present in the vicinity.

E-tailers - The customer can shop and order through internet and the merchandise are

dropped at the customer's doorstep. Here the retailers use drop shipping technique.

They accept the payment for the product but the customer receives the product

directly from the manufacturer or a wholesaler. This format is ideal for customers

who do not want to travel to retail stores and are interested in home shopping.

However it is important for the customer to be wary about defective products and non

secure credit card transaction. Example: Amazon, Pennyful and eBay.

Vending Machines - This is an automated piece of equipment wherein customers can

drop the money in the machine and acquire the products.

Some stores take a no frills approach, while others are "mid-range" or "high end", depending

on what income level they target.

Other types of retail store include:

Automated Retail stores are self-service, robotic kiosks located in airports, malls and grocery

stores. The stores accept credit cards and are usually open 24/7. Examples include

ZoomShops and Redbox.


9


Big-box stores encompass larger department, discount, general merchandise, and warehouse

stores.

Retailers can opt for a format as each provides different retail mix to its customers based on

their customer demographics, lifestyle and purchase behaviour. A good format will lend a

hand to display products well and entice the target customers to spawn sales.

Global Top Five Retailers

1. Walmart US $421,849

2 .Carrefour France $121,519

3 .Tesco UK $94,244

4 .Metro AG Germany $89,311

5 .Kroger US $82,189


10


WHAT IS RETAIL AUDIT

Retail audit, which is a vital evaluation tool, systematically examines and evaluates a

company’s total retailing efforts or a specific aspect of it.

Retail Audits - Maximizing Your Sales In the UK alone, around £1.15 billion a year is spent

on promoting products at Point Of Purchase, with competition from online retailers, getting it

right in-store has never been more important.

We work with a wide variety of brands and retailers on an ongoing and ad-hoc basis to

improve compliance and stock availability, ensuring your POS makes it onto the shop floor

and displayed to its full potential to maximize your return on investment.

PURPOSE

TO STUDY WHAT A RETAILER IS PRESENTLY DOING

TO APPRAISE VARIOUS PERFORMANCE INDICATOR OF A RETAILER

TO INVESTIGATE A RETAILER’S OBJECTIVES AND STRATEGIES; THEN

EXAMINE HOW IT HAS IMPLEMENTED THOSE AND WHETHER ITS

ORGANISATION STRUCTURE IS ADEQUATE TO IMPLEMENT THOSE.

SO, WE CAN WRITE:

A – ASSEMBLE

U – UNDERSTAND

D – DISSECT


11


I – INVESTIGATE VARIANCES

T – TRANSCRIBE THE TRUTH

WHAT DOES RETAIL AUDIT INCLUDE

STORE LAYOUT AND VISIBILITY MANAGEMENT

IN-STORE MANAGEMENT

CUSTOMER RELATIONS AND INTERFACE

VISUAL MERCHANDISING

AMBIENCE AND HYGIENE MANAGEMENT

MANPOWER PLANNING AND RESPONSIBILITY ALLOCATION

SALES AND CASH MANAGEMENT

Our audit services include:

In-store brand standards adherence

Promotional Compliance

Product / Brand / POS Placement Audits

Stock availability

Brand / product recommendations

Behind the scenes management procedures

POSSIBLE DIFFICULTIES IN CONDUCTING A RETAIL AUDIT

AN AUDIT MAY BE COSTLY

IT MAY BE QUITE TIME-CONSUMING.

PERFORMANCE MEASURES MAY BE INACCURATE


12


EMPLOYEES MAY FEEL THREATENED AND NOT COOPERATE AS MUCH

AS DESIRED.

COLLECTION OF INCORRECT DATA

MANAGEMENT MAY NOT BE RESPONSIVE TO THE FINDINGS.

AUDITS MUST BE CONDUCTED REGULARLY.

IN-DEPTH ANALYSIS IS MADE

DATA ARE ANALYZED SYSTEMATICALLY.

AN OPEN-MINDED, UNBIASED PERSPECTIVE IS MAINTAINED.

THERE IS A WILLINGNESS TO RECTIFY WEAKNESSES TO EXPLOIT

STRENGTHS

DECISION MAKERS MUST BE RESPONSIVE TO THE RECOMMENDATIONS

MADE IN THE AUDIT REPORT.


13


Why to study the retail format.

To know the investment of retail outlet.

To know the size of retail outlet

To know the store design of the retail outlet

To know the brands of soft drinks in the retail store

To know the which product has more sale and why

To know the existing problem with products


14


INTRODUCTION OF COMPANY

Octal Dairy Products Pvt. Ltd had its humble beginning, in the year 2002, when it first

registered itself and the commercial production started in 2003 April. Octal Dairy

Products Pvt. Ltd was started by 8 young dynamic MBA graduates. Instead of choosing a

regular corporate career, they chose to go by their own. In the process of identifying

various business opportunities, they were struck by the future growth prospects of ice-

cream industry, which then was growing at a healthy rate of 15% - 18 %. They also found

that the market provides the right climate for ice-cream consumption; the country has a

very low per capita consumption, which means large untapped potential; and if they could

maintain competitive pricing – the market will definitely reward them. Sticking to their

convictions, the founders decided to take the franchise of JOY Ice-creams for North

Karnataka region. They started manufacturing by April 2003 and the initial year proved to

be a bonanza with a turnover of Rs.40 Lakhs. This firm belief has proved right and Octal

today boasts a turnover of over Rs.1 crore, and growing at a compounded rate of 20% -

25%.

Instead of sticking Joy Ice-creams,Octal Dairy Products is now coming up with its own

brandOctorichand has started marketing its product in parts of North Karnataka region

namely, Bijapur, Bagalkot etc. Its future plans include,

▪ Launching Octorich ice-cream throughout Karnataka.

▪ Starting a new manufacturing plant.

▪ Diversify into other dairy products


15


Octal Dairy Products Pvt. Ltd is now poised to on other established industry biggies by

consistently maintaining high quality and competitive pricing. The company with its

young and dynamic partners, who double as the in-charges of various departments and

functions in the organization are set to scale greater heights.

Brief Profile

A Brief Profile of Octal Dairy Products Pvt. Ltd is as follows,

Managing Director Vijayanand M Yalwar

Started 1st November 2002

Location Bijapur

Product Ice-creams

Brands Joy, Octorich

Market Presence Gulbarga, Bijapur, Bagalkot, Hubli, Dharwad,

Bellary, Hospet.

No. Of Employees 60

Turnover 1 crore rupees


16


Future Plans

Opening a new manufacturing plant.Entry into

other Dairy Products and new entry with the soft

drinks.

The Management Team

The Management Team constitutes of one Managing Director and seven directors.

They are listed as follows,

Vijayanand M Yalwar Managing Director

Danayya B Kadapatti Director

Raju S Kodikeri Director

Aravind Nagathan Director

Satish M Tungal Director

Basavagouda B Biradar Director


17


RaghvendraHawaldar Director

Muragesh Y Pattanshetti Director

SWOT analysis of the Company:

Strengths:

It has a good financial position with growth in profits in south.

Procurement of milk is no problem for which constitutes the main ingredient in ice creams.

Has a good brand image in south Indian market.

It is evident from the survey that Joy has very good taste and high quality and flavor when

compared to other companies.

Weakness;

Ice creams are costly when compared to other companies.

They need to manufacture variety of flavors so as to remain competitive.

Opportunities:

It has a good market in Belgaum, because the market of this city mainly constitutes large

number of students due to the presence many schools and colleges.

It can target more number of hotels and cinema houses where people gather in masses.

Threats:

Competition from other brands like Amul, MTR, Vadilal, Kwality Walls and other many

local brands which may take away some market share mainly due to price factor.


18


Product List

The various products and their variants produced and marketed by Octal Dairy Products

Pvt. Ltd are put as follows,

Regular

▪ Vanilla

▪ Orange

▪ Raspberry

▪ Pineapple

▪ Pista

▪ Chocolate

▪ Mango

▪ Butterscotch

▪ Joy Fruity

▪ Spanish Delite

▪ KesarPista

▪ KajuKissmiss

▪ Black Current

▪ Fresh Strawberry

▪ Two-In-One

▪ Ripple Raspberry

▪ Ripple Mango

▪ Ripple Choco


19


Novelties

▪ Joy Ball

▪ Joy Ball Straw Berry

▪ Joy Ball Mango

▪ Mango Duet

▪ Raspberry Duet

▪ Joy Feast

▪ Choco Bar – Big & Mini

▪ Sundae Dreams

▪ Cassata

▪ Gadbad

Quality


20

Syrup Sticks

▪ Mango Sticks

▪ Orange Sticks

▪ Lemon Sticks

Size Variants (Regular Ice-creams)

▪ Cups Large

Small

▪ Family Pack 500 ml

▪ Party Pack 1000 ml

▪ Bulk Pack 4000 ml

Cone Top

▪ KajuKissmiss

▪ Butter Scotch

▪ Chocolate

▪ Vanilla (Mini)

▪ Strawberry (Mini)

▪ Chocolate (Mini)

▪ ButterScotch (Mini)


At Octal, commitment to Quality is an Attitude. Joy Ice Creams contains only the best

ingredients, be it cashew nuts, almonds, pistachio chocolate or fresh fruits. State-of-the art-

technology ensures that each scoop is dense, rich and filling, with no extra air or ice-flakes.

Special care is taken during packaging, storing, transit and delivery so that consistency in

quality is maintained. This is why when the end product reaches the customer, he is

convinced that quality shines through in everything the group does.

Happenings

New Launches

Recently the group has launched Fresh SOFT DRINKS named octorich.

Market Reaction to Octal’s activities

The recent promotional schemes have a tremendous response from the consumers.

Consumers have been writing letters with requests for the extension of the scheme period.

The growth in sales during the scheme period was three times over the normal sales.

Infrastructure

Our infrastructure helps us to sustain our success by constantly enabling us to respond to the

demands of the market. The infrastructure comprises of a good work environment, skilled

workforce and high tech gadgetry. Our professional staff provides in-depth knowledge and

exceptional personal assistance to all our customers. Our sales team has created a leadership

position in the ice creams industry.

Sales Turnover Rs (million)

2002-09 13

2003-10 16

2004-11 20


21


Manufacturing Process and Economics

Prevention of Food Adulteration Act requires a minimum of 10% fat and 40% of

other solid matters in ice creams. Ice cream manufactured with modern technology contains

about 40% air. The key non-fat solid matters are skimmed milk powder and sugar. Ice creams

normally contain milk fat but there are several varieties (called frozen desserts) which contain

oil fat. Butter cost is about Rs. 140-150 per kg. Skimmed milk powder Rs. 65-70 per kg (Rs.

50 in season time) and sugar costs is about Rs. 16-18 per kg.

Ice cream has to be stocked at -26oC. Temperature required to store ice cream is

significantly lower than that required for storage of butter and milk. All liquid ingredients

such as milk, cream, concentrated milk, liquid sugar syrup and water are mixed with the dry

solids such as nonfat dry milk, sugar, stabilizer and emulsifier and blended. The blended

liquid is then pasteurized in order to destroy all microorganisms and improve the storage

property of the ice cream. The pasteurized mix is pumped through a homogenizer under

pressure to produce a smooth, uniform product. The mix is immediately cooled to -4 degree

Celsius and then aged to improve the body and texture of the finished ice cream. Soluble

flavoring materials are added to the mix and then the ice cream is frozen in batch or

continuous freezers. During freezing, air is incorporated into the mix resulting in increased

volume. The soft frozen product is drawn from the freezer at –6 degree Celsius and packed at

this temperature after which it is stored at a temperature of –29 degree Celsius till it is

marketed.

Frozen Desserts have a lower dairy fat content of 4% compared to ice creams which

the Bureau of Industrial Standards defines as containing not less than 10% fat. Typical

components by weight, of an average-composition ice cream area, 12% fat, 11% nonfat milk

solids, 15% sugar and 0.3% vegetable gum stabilizer.


22


Segmentation

Ice Cream market can be segmented in three different ways, namely on the basis of

flavours : on the basis of stock keeping units / packaging and on the basis of consumer

segments.

On the basis of flavours the market today has a number of flavours like vanilla,

strawberry, chocolate, mango butterscotch a number of fruit flavours, dry fruit flavours

traditional flavours like Kesar-Pista, Kaju-Draksh etc.

The market is totally dominated by Vanilla, Strawberry and chocolate, which

combined account for more than 70% of the market followed by butterscotch and other fruit

flavours.

On the basis of stock keeping units / packaging the market can be divided into 4

segments:

Cones

Cups

Sticks or candies

Take away


23


On the basis of the consumer segments the market can be divided into four segments:

Impulse segment (pull cart)

Retail (home take away)

Institutional / catering

Parlours

While institutional or catering accounts for around 15%, retail and impulse combined

take the major chunk with 70% of the market.

Market Size and Growth

Ice creams are available in various forms such as cone, cups, bar (candy), party pack

etc. Candy sticks account for about 25-30% of volumes, whereas cups and other novelties

contribute the rest. Frozen desserts market in India is very small and refers to vegetable fat

(instead of milk fat) based ice creams. Besides, a wider range of frozen desserts is also made

in house and served in 5 star hotels.

The ice-cream market growth during the late 80s and in the early 90s was very low at

around 2-3% p.a. but slowly the market has started picking up especially after de-reservation

of the sector in 1997. For last 1-2 years the ice cream market in India is growing at 15-20%

per annum and presently in 1999-2000 it is estimated at worth of Rs. 15-16 bn.


24


This growth rate is expected to continue for another next 2-3 years because of lower

base. Of the total size of Rs. 15-16 bn, around 30-32% is in the hands of organized sector

valued at Rs. 4.9 bn, rest all is with the unorganized sector. The growth rate could have been

even higher but for poor infrastructure, high excise duty / sales tax etc. Excise on ice cream

was increased from 13% to 16% in the FY2000 budget.

Market growth historically was stunted by Government policies. Till 1997, ice cream

manufacture was reserved for small-scale sector. The leading players were unable to invest

adequately to develop an infrastructure of cold chain for storage and distribution. Erratic

supply and shortage of power in most parts of the country have been the major factors

limiting growth of a cold chain. As a result, there was a dearth of good quality products in the

market and also lack of adequate infrastructure to distribute the same. Cadbury had entered

the market in 1992 with its Dollops brand, but was unsuccessful in building up a significant

franchise and withdrew two years later. In the absence of any competition from MNCs, local

players were able to build up a strong franchise in respective local areas. Some of the players

built up their market through exclusive parlors. But in most cases prior network also could

not extend beyond local limits.

At the beginning of first phase of liberalization, Hindustan Lever (HLL), entered the

market through frozen dessert route. Frozen deserts (which use edible oil fat instead of milk

fat) were technically not reserved for small scale. Amul ice cream, manufactured by the

largest milk-producing co-operative was introduced in Mumbai market in 1996, intensifying

the competition. In 1997, the sector was de-reserved from small scale, based on the

recommendations of the Abid Hussein Committee report, on grounds of hygiene and

technology. Removal of licensing restrictions and investment by new players in capacity and

market expansion is expected to lead to rapid growth in the sector.


25


Research

Methodology


26


Research design

Data Collection

Data Collection Instrument - Questions

Data Collection Method - Survey/Interview Method

Sampling

Sample Unit - 50 Retail outlets

Sample Size - 50 Respondents.

Sample Method - Convenient Sampling.


27

Data Analysis Tools

Analysis Tool -- Coding/Excel Sheet

Data Presentation -- Graphs.

Data Collection Sources

Primary Data - Direct Interaction with the

Retailers.

Secondary Data – Internet, Company visiting cards.

Survey Details

Location Of Survey – Railway station to All-Ameen

Duration Of The Study - 30 days


RETAIL AUDIT ON RETAIL COLD DRINKS1) SANMAN COLD DRINKS

01 02 03 04 05 06 07 08 09 10

MoulaliYalige

r

9980882281 10*3

0

10 PEPSI,COKE,A

PPY,FROOTI

200ML,1/2

,1,2 LTR

A,P A,D,M,F,

N

70 2

ADDRESS :- SANMAN COLD DRINKS OPPOSITE GOLGUMBAZ STATION ROAD BIJAPUR.

2) RAHEEM COLD DRINKS

01 02 03 04 05 06 07 08 09 10

RAHEEM 9972695367 16*2

0

36 PEPSI, COKE,

MAAZA,

FROOTI,APPY.

200ML,1/2

,1,2 LTR

M,

N

M,N,P,A 50 4

ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ J.M. ROAD BIJAPUR.

3) ZAKIR JUICE CENTRE

01 02 03 04 05 06 07 08 09 10

ZAKIR 924286494

7

40*4

0

46 PEPSI,COKE,M

AAZA,APPY,F

ROOTI,FIZZ

200ML,1/

2,1,2 LTR

P,A

1.

A,D,F,M,

N,P

200 12

ADDRESS :- SHOP NO 13 & 14 NEAR STADIUM MG ROAD BIJAPUR.

4) CITY JUICE CENTRE

01 02 03 04 05 06 07 08 09 10

NASEER.

KOLAR

9448304088 20*3

0

2FL0

0R

20 PEPSI,COKE,M

AAZA,APPY,FR

OOTI,FIZZ

200ML,1/2

,1,2 LTR

A,

O,

A2.

BB,T,Y,A

1.

300 6

ADDRESS :- CITY JUICE CENTRE ASHRAM ROAD GANDHI CHOWKBIJAPUR.


28


5) KOHINOOR JUICE CENTRE

01 02 03 04 05 06 07 08 09 10

SHAFIQ

BANGI

10*3

0

20 PEPSI,MAAZA,

APPY,FIZZ

200ML,1/2

,1,2 LTR

O,

A2

A,P,Y,T,S 30 3

ADDRESS :- KOHINOOR JUICE CENTRE MAIN ROAD MUNCIPARTY OPPOSITE BIJAPUR.

6) SHEETAL COLD DRINKS

01 02 03 04 05 06 07 08 09 10

RAMESH.

NAVI

9986086613 20*4

0

20 FROOTI,MAAZ

A,PEPSI,COKA.

200ML,1/2

,1,2 LTR

A,

M

F,M,T,Y 20 2

ADDRESS :- SHEETAL COLD RDINKS JORAPUR PHETA NEAR 10.NO SCHOOL OPPOSITE BIJAPUR.

7) LUCKY JUICE CENTRE

01 02 03 04 05 06 07 08 09 10

TANVEER

KAZI

8050225045 10*1

3

30 PEPSI,COKA,FR

OOTI,MAAZA,A

PPY

200ML,1/2

,1,2 LTR

A,B

,M

A,F,M,X 200 2

ADDRESS :- CMC COMPLEX ATHANI ROAD BIJAPUR.

8) SHREE JUICE CENTRE

01 02 03 04 05 06 07 08 09 10

SADASHIV

KADAMBA

9972412413 10*1

0

10 PEPSI,COKA,SL

ICE

200ML,1/2

,1,2 LTR

A,

M

A,F,M,N 50 3

ADDRESS :- SHREE JUICE CENTRE ALL-AMEEN OPPOSITE BIJAPUR.

9) GREEN JUICE CENTREB.L.D.E.A.S. PATIL COLLEGE OF COMMERCE, BBA PROGRAMME,

BIJAPUR29


01 02 03 04 05 06 07 08 09 10

ABDUL

BAGWAN

20*7

0

20 PEPSI,COKA,FR

OOTI,APPY,MA

AZA

200ML,1/2

,1,2 LTR

A,P A,B,M,P 300 3

ADDRESS :- GREEN JUICE CENTRE AZAD ROAD BIJAPUR.

10) MULTIMATE JUICE CENTRE

01 02 03 04 05 06 07 08 09 10

SADASHIV

BHAVIKATTI

9845695007 30*3

0

40 PEPSI,

SLICE,FROOTI,

APPY

200ML,1/2

,1,2 LTR

A,

M

A,M,F,N 100 6

ADDRESS :- MULTIMATE JUICE CENTRE BLDE OPPOSITE BIJAPUR.

11) HABEEB COLD DRINKS

01 02 03 04 05 06 07 08 09 10

HABEEBSAB

MULLA

9741143704

9

15*1

5

15 PEPSI,COKE,

MAAZA,APPY

200ML,1/2

,1,2 LTR

A,

M

A,M,N,O,

P

50 2

ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ JM ROAD BIJAPUR.

RETAIL AUDIT ON KIRANA STORES AND BAKERY


30


1) S.L.J IYANGAR BAKERY

01 02 03 04 05 06 07 08 09 10

PALAKSHI 9008198240 10*1

5

------

-

PEPSI,COKE,T

HUMSUP,

FROOTI,MAAZ

A

200ML,1/2

,1,2 LTR

A PEPSI,C

OKE,TH

UMS UP

100 2

ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ BIJAPUR.

2)S.L.J IYANGAR BAKERY

01 02 03 04 05 06 07 08 09 10

CHANDRSHE

KAR

9482227610

0

10*2

0

------

--

PEPSI,COKE,A

PPY,BINDU

200ML,1/2

,1,2 LTR

O SPRITE,

PEPSI

25 2

ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ BIJAPUR.

3) REVANSIDDESHWAR KIRANA STORE

01 02 03 04 05 06 07 08 09 10

TOTAPPA

VALI

8123136749 10*8 ------

-

PEPSI,COKE,T

HUMSUP

200ML,1/2

,1,2 LTR

M,

N

THUMS

UP,7UP,

10 1

ADDRESS : NEAR PAVAD BASAVESHWAR TEMPLE GOLGUMBAZ OPPOSITE BIJAPUR.

4) REVAN COMMUNICATION

01 02 03 04 05 06 07 08 09 10

VISHWNAT

H

9886911537 20*1

5

4 PEPSI,COKE,F

ROOTI,MIRIN

DA,SLICE

200ML,1/2

,1,2 LTR

M,

D

PEPSI,M

IRINDA,

48 2

ADDRESS :- OPPOSITE GOLGUMBAZ BIJAPUR.

5) SHAKHAMBARI COMMUNICATION


31


01 02 03 04 05 06 07 08 09 10

BASAVARAJ 9538713902 8*15 ------ PEPSI,COKE,M

AAZA

200ML,1/2

,1,2 LTR

O,

T

PEPSI,T

HUMSU

P,MAAZ

A

100 2


6) S.L.J IYANGAR BAKERY

01 02 03 04 05 06 07 08 09 10

J.M WALI 9482399565 5*9 ----- MAAZA,FROO

TI,SLICE.7UP,S

PRITE

200ML,1/2

,1,2 LTR

P SPRITE,

COKE,P

EPSI

30 3


7) SHABHANAM COLD DRINKS

01 02 03 04 05 06 07 08 09 10

R.L

PADEKNO5R

8722063453 8*15 6 PEPSI,7UP,THU

MS

UP,MAAZA,CO

KE

200ML,1/2

,1,2 LTR

A,

O

PEPSI,7

UP,SLIC

E

46 4


8) SAYIA BAKERY

01 02 03 04 05 06 07 08 09 10

RAJESAB 9035924702 8*15 4 COKE,MAAZA,

SPRITE,7UP

200ML,1/2

,1,2 LTR

A,

O,

T

SPRITE,

MAAZA

30 2

ADDRESS :- NEAR RAILWAY STATION BIJAPUR.

9) SHABHANAM HOTEL


32


01 02 03 04 05 06 07 08 09 10

KALIV.

PADEKNOO

R

990049429

0

15*4

0

60 PEPSI,SPRITE,

7UP

200ML,1/

2,1,2 LTR

A,F 7UP,SLI

CE,SPRI

TE

45 3

ADDRESS :- NERA RAIL WAY STATION BIJAPUR.

10) GANESH BAKERY

01 02 03 04 05 06 07 08 09 10

RAVI

NATIKAR

9900764602 10*1

0

------ PEPSI,7UP,SPRI

TE,SLICE

200ML,1/2

,1,2 LTR

A,P 7UP,SPR

ITE,SLI

CE,PEPS

I

100 4

ADDRESS :- NEAR RAIL WAY STATION BIJAPUR.

11) AGARWAL BHAVAN

01 02 03 04 05 06 07 08 09 10

PRADEEP.

GUPTA

9611223354 20*2

4

------

-

PEPSI,COKE,SL

ICE,MAAZA

200ML,1/2

,1,2 LTR

A,P PEPSI,7

UP,SPRI

TE

50 4

ADDRESS :- NEAR RAIL STATIONBIJAPUR.

12) S.L.V IYANGAR BAKERY

01 02 03 04 05 06 07 08 09 10

DJ

KRISHNA

IYANGAR

944897291

0

20*3

0

-----

-

PEPSI,COKE,

KINLEY

200ML,1/

2,1,2 LTR

A,

P

PEPSI,7

UP,THU

MSUP

50 5

ADDRESS :- OPPOSITE PEARL HOTEL BIJAPUR.

13) NAGRAJ KIRANA STORES


33


01 02 03 04 05 06 07 08 09 10

NAGARAJ

GOOGI

897108284

7

8*8 ---- SPRITE,7UP,C

OKE,PEPSI

200ML,1/

2,1,2 LTR

P 7UP,SPR

ITE,SLI

CE

15 1

ADDRESS :- OPPOSITE SASNOOR HOSPITAL BIJAPUR.

14) SAI KIRANA & GENERAL STORES

01 02 03 04 05 06 07 08 09 10

SANGMESH 15*1

0

-----

-

7UP,THUMS

UP,COKE,PEPS

I

200ML,1/

2,1,2 LTR

P,Y FROOTI

,MAAZA

,7UP

10 1

ADDRESS :- OPPOSITE SASNOOR HOSPITAL BIJAPUR.

15) SHAH KIRANA STORES

01 02 03 04 05 06 07 08 09 10

BIKU

SHAHA

990299757

6

16*1

2

----- 7UP,SPRITE,M

AAZA

200ML,1/

2,1,2 LTR

P SPRITE,

7UP

30 2

ADDRESS :- OPPOSITE BADIKAMAN J.M ROAD BIJAPUR.

16) ARZOO PONSHOP

01 02 03 04 05 06 07 08 09 10

L.M PATEL 988090676

9

4*6 ----- PEPSI,ZEERA

SODA,COKE

200ML,1/

2,1,2 LTR

N COKE,

7UP,SPR

ITE

28 1

ADDRESS :- OPPSITE BADIKAMA J.M ROAD BIJAPUR.

17) KORTI MEDICAL STORES


34


01 02 03 04 05 06 07 08 09 10

M.H.KORTI 789954937

3

5*10 ---- SPRITE,

7UP,PEPSI

200ML,1/

2,1,2 LTR

A,P SPRITE,

7UP,PEP

SI,

20 3

ADDRESS :- OPPOSITE BADIKAMAN J.M.ROAD BIJAPUR

18) SHRI KANHIYA SWEATS

01 02 03 04 05 06 07 08 09 10

RAHUL

GUPTA

948324827

7

10*5 ------ PEPSI,COKE,7

UP,APPY,MAA

ZA

200ML,1/

2,1,2 LTR

P SPRITE,

PEPSI,C

OKE

15 3

ADDRESS :- OPPOSITE BUS STAND BIJAPUR.

19) MAHARAJ SWEETS

01 02 03 04 05 06 07 08 09 10

ABID KAZI 990041414

4

8*15 -----

-

PEPSI, COKE,

FROOTI,

SPRITE

200ML,1/

2,1,2 LTR

A,P SPRITE,

7UP,PEP

SI,

SLICE

45 5

ADDRESS :- NEAR BUS STAND BIJAPUR.

20) HOTEL KAPALI

01 02 03 04 05 06 07 08 09 10

DINESH 9480339481 15*3 75 PEPSI,COKE,T 200ML,1/2 N, THUMS 50 6


35


NAYAR 5 HUMS UP,

SPRITE,FROO

TI

,1,2 LTR O UP,

COKE,7

UP


21) HEERA COLD DRINKS

01 02 03 04 05 06 07 08 09 1

0

K.L

TADALGI

944844183 15*2

5

20 COKE,7UP,SPR

ITE,

FROOTI,THUM

S UP

200ML,1/

2,1,2 LTR

N.

O

THUMS

UP, 7UP,

SPRITE

25 3


22) NANDINI BAKERY

01 02 03 04 05 06 07 08 09 10

UDAY

SHETTI

962031343

5

15*8 ------ PEPSI,COKE,F

ROOTI,APPY,B

INDU

200ML,1/

2,1,2 LTR

P,T SPRITE,

MAAZA,

PEPSI,

50 8

ADDRESS :- BUS STAND BIJAPUR.

23) SAYMINARAT WATER

01 02 03 04 05 06 07 08 09 10

ANIL 872265554 8*5 ------ SPRITE, 200ML,1/ A,P SPRITE, 70 1


36


SURYAVANS

HI

9 7UP,MAAZA,P

EPSI

2,1,2 LTR 7UP,

PEPSI,C

OKE

ADDRESS :- BUS STAND BIJAPUR.

24) KANNAN PANSHOP

01 02 03 04 05 06 07 08 09 10

M.R.KALAD

AGI

9035393200 5*5 ------

-

SPRITE,7UP,SL

ICE,FROOTI,M

AAZA

200ML,1/2

,1,2 LTR

P,Y SPRITE,

FROOTI,

SLICE

100 2

ADDRESS :- BUS STANDBIJAPUR.

25) HIMALAYA COLD DRINKS

01 02 03 04 05 06 07 08 09 10

A.M. ATTAR 20*1

5

25 SPRITE,7UP,PE

PSI,COKE,MOU

NTAIN

200ML,1/2

,1,2 LTR

A,P SPRITE,

APPY,FR

OOTI

100 3

ADDRESS :- NEAR BUS STAND BIJAPUR.

RETAIL AUDIT ON RESTAURANT

1) ROYAL RESIDENCY

01 02 03 04 05 06 07 08 09 10


37


SHARAN 9561696679 60*8

0

80 SPRITE,7UP,M

AAZA,

FROOTI,COKE,

MOUNTAIN

DEW

200ML,1/2

,1,2 LTR

P,T SPRITE,

MAAZA,

OMKAR

300 12

ADDRESS :-NEAR GOLGUMBAZ RAIL WAY STATION BIJAPUR.

2) HOTEL SANMAN NEXTS

01 02 03 04 05 06 07 08 09 10

NAGESH 9449954494 80*4

0

100 PEPSI,COKE,F

ROOTI

200ML,1/2

,1,2 LTR

M PEPSI,S

PRIE,7U

P

40 20


3) HOTEL PEARL

01 02 03 04 05 06 07 08 09 10

ADILAHMEE

D

9743343442 50*2

10

60 THUMS

UP,SPRITE,7UP

200ML,1/2

,1,2 LTR

O,P THUMS

UP,SPRI

TE

50 10

ADDRESS :- OPPOSITE GOLGUMBAZ STATION ROAD BIJAPUR.

4) HOTEL HERITAGE

01 02 03 04 05 06 07 08 09 10

UDAY 8970613056 60*4 40 PEPSI,COKE,M 200ML,1/2 M, PEPSI,S 64 20


38


SHETTI 0 OUNTAIN

DEW,SPRITE

,1,2 LTR P PRITE,

COKE

ADDRESS :- OPPOSITE GOLGUMBAZ STATION ROAD BIJAPUR.

5) HOTEL NAVARATNA

01 02 03 04 05 06 07 08 09 10

JAYA

SALIYAN

9035926075 40*6

0

80 THUMS UP,

SPRITE,PEPSI,

BINDU

200ML,1/2

,1,2 LTR

O,

P

THUMS

UP,SPRI

TE

150 13

ADDRESS :- STATION ROAD BIJAPUR

6) HOTEL GOLDEN HEIGHTS

01 02 03 04 05 06 07 08 09 10

VISHWNAT

H

8197737717 40*9

0

250 PEPSI,COKE,F

ROOTI,SLICE,

7UP

200ML,1/2

,1,2 LTR

P,A PEPSI,C

OKE,7U

P

350 25


7) HOTEL BASAV RESIDENCY

01 02 03 04 05 06 07 08 09 10

VIJAYKUMA

R DONI

9886230091 7000

SQF

T

60 PEPSI,COKE,M

OUNTAIN

DEW, APPY

200ML,1/2

,1,2 LTR

P PEPSI,S

PRITE,

SLICE

120 22


8) HOTEL MADHUVAN

01 02 03 04 05 06 07 08 09 10

BABURAY 998693289 40*5 50 THUMS 200ML,1/ O THUMS 100 30


39


3 0 UP,SPRITE 2,1,2 LTR UP,COK

E,PEPSI


9) HOTEL EVEREST

01 02 03 04 05 06 07 08 09 10

ZAMEER

BAGALKOT

924321764

6

20*7

0

65 PEPSI,SPRITE,

7UP,SLICE,APP

Y,FIZZ

200ML,1/

2,1,2 LTR

A.P PEPSI,7

UP,SPRI

TE

55 10

ADDRESS :- OPPOSITE BASAVESHWAR CIRCLE BIJAPUR.

10) HOTEL TOORIST

01 02 03 04 05 06 07 08 09 10

S.N.MATH 08352-

250655

20*1

00

64 COKE,MAAZA,

SPRITE,7UP,

MOUNTAIN

DEW

200ML,1/

2,1,2 LTR

N,

T

COKE,

MAAZA,

SPRITE

35 8

ADDRESS :- MG ROAD BIJAPUR

11) HOTEL PRABHU SAGAR

01 02 03 04 05 06 07 08 09 10

RAKHESH

PRABHU

997218937

2

2000

SQF

T

80 COKE,SPRITE,

PEPSI,MAAZA

200ML,1/

2,1,2 LTR

N,

M

COKE,S

PRITE,P

EPSI,

50 10

ADDRESS :- MG ROAD BIJAPUR

12) MYSORE RESATURANT

01 02 03 04 05 06 07 08 09 10

NAGESH

SHETTY

08352-

250851

40*1

00

200 THUMS UP,

MAAZA,

200ML,1/2 O, THUMS

UP,

50 42


40


7UP,APPY,FIZZ

,PEPSI

,1,2 LTR T MAAZA,

ADDRESS :- NEAR GANDHI CHOWK BIJAPUR.

13) KAMATH RESTAURANT

01 02 03 04 05 06 07 08 09 10

SADANAND

A KAMATH

08352-

223744

100*

60

70 SPRITE,PEPSI.

7UP,

MAAZA,FROO

TI,COKE

200ML,1/2

,1,2 LTR

A,P SPRITE,

7UP,PEP

SI,COKE

70 40

ADDRESS :- NEAR GOLGUMBAZ STATION ROAD BIJAPUR

14) GODHAVARI RESTAURANT

01 02 03 04 05 06 07 08 09 10

BUJANGA

SHETTY

08352-

271305

120*

190

45 SPRITE,7UP,PE

PSI,COKE,SLI

CE

200ML,1/

2,1,2 LTR

A,P SPRITE,

7UP

50 12

ADDRESS :- ATHANI ROAD BIJAPUR

15) HOTEL TOWN PALACE

01 02 03 04 05 06 07 08 09 10

SHANTESH

KALSAGON

DA

934201845

7

1AC

RE

500 SPRITE, 7UP,

PEPSI,COKE

200ML,1/

2,1,2 LTR

A,

P

SPRITE,

7UP

80

0

64

ADDRESS :- ATHANI ROAD BIJAPUR

Finding

When first time we are going to make the survey for selected

area in bijapur that is railway station to all-ameen medical college, B.L.D.E.A.S. PATIL COLLEGE OF COMMERCE, BBA PROGRAMME,

BIJAPUR41


first time we have visit to cold drinks outlets the people are very

collaborate to give the information about outlets that is owner name,

shop name, mobile number, brands of cold drinks, which product has

more sale, how the visual merchandising, will visual merchandising

impact on sales, and many more they are answered very supportive.

Then we have to choose kirana stores and bakery there also

we have collect the information ,then we have to choose the restaurant

and there also we have collect the information .

Totally that is a very good experience to me so I would like

thanks my internal guide prof ;M Y PATTANASHETTI

Suggestion and Recommendations:

An overview of the survey is carried out to analysis the perception of customers

towards Soft drinks. The Conclusions drawn from the study recommended broadly the

following suggestions to enhance the company and the ice creams.


42


“Synchro marketing”. a concept of marketing where in extra efforts should be made to

increase the consumption of Soft drinks even in off-season through flexible pricing

and promotional activities.

Price of Soft drinks could be affordable on Family packs and on 1 ltr and 300ml by

keeping in mind the larger class of people or customer.

As it is evident from the survey that advertisement is the key communication media to

reach the people, efforts should be made to increase the Brand Awareness’ and ‘Brand

image’ which even help for other upcoming Soft drinks Products.

Local distributors should try to establish tie-up with marriage halls and target

functions and ceremonies that will help to increase the sales.

Suggestion about retail outlets try to increases the size of sitting arrangements, attraction

retail outlets, location is the most important to retail outlets and as per sales. Start investing

the more money to investments and promotion of retail outlets.

Suggestion to upcoming retail outlets and upcoming Soft drinks products. Most

important is location to start retail parlour. I want to suggest location to start retail parlour.

Rail way station


43


GolGumbaz

Remand home

Badikaman

Stadium

M.G, Road

Shivaji circle

Opposite Siddeshwar temple

Water tank

CONCLUSION

This project has helped me understand the importance and

significance of retail audit means its name, address and etc. retail

audit will be helped to upcoming or new entrants into the market. It

has given me exposure tothe practical side of retailing and at the same B.L.D.E.A.S. PATIL COLLEGE OF COMMERCE, BBA PROGRAMME,

BIJAPUR44


time enhanced my knowledge by applyingtheory learnt in class to

practice.

1. Before supplying stock to the outlets, date of manufacturing

should be checked so as to avoid supply of out dated stock.

2. To avoid melting of stock, proper arrangements should be made,

and as soon as they are kept in ‘chipper boxes’, they should be

supplied to outlets.

3. Service should be improved and periodic feed back should be

obtained from the outlets better than other companies.

4. When the season starts, excess stock should be maintained to

meet the demand from the outlets.

5. Many outlets complained that Bindu, coke and other brands are

giving less profit margin as compared to local brands. As there

are scheme for customer, new schemes should be introduced for

outlets.

6. Few outlets even insisted to have ‘Box packing’ for family

packs.

7. Soft drinks Company should improve the relation with Outlets

by conducting regular meetings & offering attracting schemes of

companies.

BIBLIOGRAPHY

BOOKS:

Retail Management By Ron Hasty & James Reardon Marketing Management . Philip Kotler


45


Research Methodology . Cooper and Schindler

JOURNALS AND MAGAZINES:

Business World Business Today

WEBSITES :

www.google.com www.wikipedia.com www.answers.com

ANNEXTURE

Question about retail outlets.

Respected Sir/madam,


46

http://www.answers.com/

http://www.wikipedia.com/

http://www.google.com/


I am ARUN .M. SAVUKAR BBA 5th sem student of A.S.Patil college of commerce bijapur, I am doing a survey on retail audit on retail outlets. So i request you to fill up these questions and also assure that the information provided by you will be kept confidential and only for academic purpose.

1.Owner name :

2.Phone no :

3.Size of area :

4. Sitting arrangements :

5. Visibility of products :

6.Brands :

7.Size of products :

8.Most sales :

9.Catchment area :

10.Objective :

11.Address :

12. Problems :

13. Labour :


47

retail audit

Education