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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
Biscuit co. 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
Biscuit co. 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
Order on time No. of retailers
yes 505
no 62
Order on time No. of retailers
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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Factor affecting No. of retailers
consumer demand 408
schemes 102
price differential 12
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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Factor affecting No. of retailers
consumer demand 270
schemes 98
price differential 13
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/8/4/2019 1.Summer Internship Project
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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
Yes No Yes No Yes No
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
Yes No Yes No Yes No
10.What are the payment terms?ITC
Only Cash Only Credit Cash + credit
PARLE
Only Cash Only Credit Cash + credit
BRITANNIA
Only Cash Only Credit Cash + credit
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
Yes No Yes No Yes No
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?....
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