SUMMER TRAINING PROJECTSUMMER TRAINING PROJECT

ONON

“ “Deep Dive of Frito-lay snack Deep Dive of Frito-lay snack wholesale Business as well wholesale Business as well western salty business”western salty business”

BY BY SHIKHA VASHIST SHIKHA VASHISTMody Institute Of Technology and Mody Institute Of Technology and

Science Science

LAXMANGARH LAXMANGARH

ContentsContents Overview of the projectOverview of the project

Objectives.Objectives.

Research and Methodology.Research and Methodology.

Data analysis.Data analysis.

FindingsFindings

Overview Of ProjectOverview Of Project

About project About project

Deep Dive of Frito-lay snack Deep Dive of Frito-lay snack wholesale Business as well western wholesale Business as well western salty business in Patiala.salty business in Patiala.

Duration --- 8 weeks.Duration --- 8 weeks.

Place----------- Patiala.Place----------- Patiala.

Objectives

Frito-lay Wholesale businessFrito-lay Wholesale business Study the pack going in the wholesaleStudy the pack going in the wholesale Demand analysis of Frito-lay snacks in Demand analysis of Frito-lay snacks in

wholesale of Patialawholesale of Patiala Margin/schemes given on Frito-lay Margin/schemes given on Frito-lay

products in Patiala wholesale products in Patiala wholesale GTM and coverage of wholesaler in GTM and coverage of wholesaler in

PatialaPatiala Expectation of the wholesaler from Frito-Expectation of the wholesaler from Frito-

Lay in the market Lay in the market Effect of the wholesale on local Effect of the wholesale on local

market/retailersmarket/retailers

Whole western salty wholesale Whole western salty wholesale businessbusiness

To know about the players/brands available To know about the players/brands available in the western salty category in Patiala.in the western salty category in Patiala.

To know about the wide variety of snack To know about the wide variety of snack food.food.

Various pack size available in the Various pack size available in the competitor brands and their price pointcompetitor brands and their price point

Margin/schemes given by the competitors Margin/schemes given by the competitors brand wise in the wholesale.brand wise in the wholesale.

Demand analysis of each brand.Demand analysis of each brand. Coverage of wholesaler in Patiala by Coverage of wholesaler in Patiala by

competition competition Keep fully up to date on your competitors’ Keep fully up to date on your competitors’

business structure, strategy and prospectsbusiness structure, strategy and prospects

Research and MethodologyResearch and Methodology Research planResearch plan Research study- Research study- Exploratory in natureExploratory in nature No hypothesis formedNo hypothesis formed Descriptive design.Descriptive design. Sample – Sample – Size 24Size 24 Respondent were wholesalerRespondent were wholesaler Randomly selectedRandomly selected

MethodologyMethodology Personal interviewPersonal interview Questionnaires –Questionnaires –

Two structured questionnaires were Two structured questionnaires were made they all were fully subject made they all were fully subject related and all the question were related and all the question were simple so that respondent give there simple so that respondent give there response easilyresponse easily

FindingsFindings Design Two questionnaireDesign Two questionnaire First one for Frito-lay wholesale First one for Frito-lay wholesale

market.market. Second for all western brand in the Second for all western brand in the

wholesale market.wholesale market.

1.What type of wholesale business are you 1.What type of wholesale business are you handling ?handling ?

17%

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

MAIN SEMI

MAIN 17%

SEMI 83%

2 .In your shop all type of Frito-lays 2 .In your shop all type of Frito-lays packages are available?packages are available?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

YES NO

YES 90%

NO 10%

3.Do you face any problem regarding pack 3.Do you face any problem regarding pack availability of Frito-lays?availability of Frito-lays?

0%10%20%30%40%50%60%70%80%90%

100%

YES NO

YES 0%

NO 100%

4.Which pack sizes of Frito-lays are you 4.Which pack sizes of Frito-lays are you selling?selling?

36%

18%

60%

36%

14%

64%

0%

59%

0%

41%

0%

23%

0%

10%

20%

30%

40%

50%

60%

70%

lays kurkure cheetos lahar

Large

Medium

Small

5.Do you feel that the sale of lays in Patiala 5.Do you feel that the sale of lays in Patiala is higher in demand as comparison to is higher in demand as comparison to other branded products? other branded products?

82%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

YES NO

YES 82%

NO 18 %

6.The margin/scheme given to you in these 6.The margin/scheme given to you in these lays products are satisfactory in lays products are satisfactory in comparison to other branded products?comparison to other branded products?

90%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

YES NO

YES 90%

NO 10%

7.Is the sale of kurkure is good as 7.Is the sale of kurkure is good as comparison to the other brand products comparison to the other brand products taka-tak &mad angels ?taka-tak &mad angels ?

0%

10%

20%

30%

40%

50%

60%

70%

80%

YES NO EQUAL

YES 77%

NO 14%

EQUAL 9%

8.Which kind of salty chips are in good sale 8.Which kind of salty chips are in good sale in given brands?in given brands?

88%

0%10%

2%0%10%20%30%40%50%60%70%80%90%

Lays Haldiram

Lays 88%

Bingo 0%

Haldiram10%

Any other 2%

9.Is the demand of Lahar Namkeen in 9.Is the demand of Lahar Namkeen in Patiala Patiala

is high or customer like to by Namkeen?is high or customer like to by Namkeen?

0%5%

10%15%20%25%30%35%40%45%50%

YES NO

YES 50%

NO 50%

10.Which company products give you 10.Which company products give you more more

satisfaction in case of margins schemes satisfaction in case of margins schemes

&service?&service?59%

36%

5% 2%0%

10%

20%

30%

40%

50%

60%

Fritolays Haldiram Bingo Anyother

Fritolays59% Haldiram 36%

Bingo 5% Any other 2%

11. Which brand off takes is slow according 11. Which brand off takes is slow according to to

your point of view? your point of view?

0% 0%

28%

45%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

lays kurkure unclechips

cheetos laharnamkeen

12.Are you being catered by any other 12.Are you being catered by any other channel channel

for Frito-lays products apart from our for Frito-lays products apart from our

authorized distributors?authorized distributors?

19%

81%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

YES NO

YES 19%

NO 81%

13.When you dealing with your 13.When you dealing with your distributor any problem like service, distributor any problem like service, scheme you face by them?scheme you face by them?

13%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

YES NO

YES 13%

NO 87%

Finding about Whole Finding about Whole Western salty business Of Western salty business Of

Wholesaler in PatialaWholesaler in Patiala

1.Are you aware about the entire brand 1.Are you aware about the entire brand given below?given below?

– Frito-Lay Frito-Lay – BingoBingo– BikajiBikaji– HaldiramHaldiram

100%

0%0%10%20%30%40%50%60%70%80%90%

100%

YES NO

YES 100%

NO

2.Do you have all brands which mention 2.Do you have all brands which mention above?above?

30%

57%

8% 5%

0.00%10.00%20.00%30.00%40.00%50.00%60.00%

Fritolays andhaldiram

Only Fritolays Only Haldiram Any other

3.What are the Sub- channels ( If any) 3.What are the Sub- channels ( If any) used to induce the purchase from used to induce the purchase from your Outlet by the retailers?your Outlet by the retailers?

100%

0%

17%

0%0% 0%0% 0% 0%0%

20%

40%

60%

80%

100%

120%

Distributor Directcompany

Moderntrade

Any other

Fritolay

Bingo

Haldiram

4.Margin rate given on different brand 4.Margin rate given on different brand

products by company?products by company?

92%

42%

54%

8%

38%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Fritolays Haldiram Bingo 12% margin

14%margin

5.What are the pack sizes of given brands 5.What are the pack sizes of given brands and and

which are more demand from your which are more demand from your customers customers

as per your sale?as per your sale?

33%

16%

4%

29%

0%

8%

62%

54%

42%

0%

10%

20%

30%

40%

50%

60%

70%

Fritolays Haldiram Bingo

LARGE

MEDIUM

SMALL

6.Which other brand apart from Frito-lays is 6.Which other brand apart from Frito-lays is

popular in the LTC/ Village markets. popular in the LTC/ Village markets.

(Demanded more by customer)?(Demanded more by customer)?

56%

21%

0%

41%

0%

10%

20%

30%

40%

50%

60%

Fritolays Haldiram Bingo Any other

7.Are you always aware by the all 7.Are you always aware by the all schemes given by different brand?schemes given by different brand?

0%10%20%30%40%50%60%70%80%90%

100%

YES NO

YES 100%

NO 0%

8.Rank to the given brand according to 8.Rank to the given brand according to best scheme provided by company in best scheme provided by company in terms of wholesale benefits and clear terms of wholesale benefits and clear communication of wholesale schemes?communication of wholesale schemes?

79%

4%1%

12%

58%

4%0%

42%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

RANK1

RANK2

RANK3

FRITOLAYS

HALDIRAM

BENGO

9.Which band product in western salty 9.Which band product in western salty category has more sales?category has more sales?

– Frito-lays Frito-lays – Haldiram chips Haldiram chips – Bingo chips Bingo chips – Any other Any other

87%

8%0%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Fritolays Haldiram Bingo Any other

Suggetions Suggetions

Target that market which near by the city.Target that market which near by the city.Sell sprocket to every retailer/wholesaler in Sell sprocket to every retailer/wholesaler in that towns and saturated your marketthat towns and saturated your marketSet up customer reward program.Set up customer reward program.It help to build customer loyalty and It help to build customer loyalty and increase the saleincrease the saleTier your customer.Tier your customer.Regular customer and other but show your Regular customer and other but show your regular customer that you value them from regular customer that you value them from small things such as giving regular extended small things such as giving regular extended credit and discountcredit and discount

Distribute free sample to customer.Distribute free sample to customer. When new product launch.When new product launch. About increase the sale of Lahar Namkeen.About increase the sale of Lahar Namkeen. By increase the variety of taste.By increase the variety of taste. Increase the supply of popular brand Increase the supply of popular brand

products in Lahar Namkeenproducts in Lahar Namkeen

THANKSTHANKS