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SUMMER INTERNSHIP PROJECT WITH MONGINIS FOODS PVT.LTD.

PREPARED BY:ANCHAL CHOWDHARY ROLL NO.A-02

A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. Mohandas Karamchand Gandhi

INTRODUCTION
In recent years, breakthrough innovations have enabled retailers to capture new intelligence regarding trends and customer behaviors at the store level which ultimately has led to alter the experience of customer in each shop even though it is a same category shop. In order to make a comfort zone for customers it is very important to provide him with the same set of experience every time he visit a shop it may be of any area to bring about uniformity it is essential to identify the points of differentiation and ways to overcome it.

RESEARCH SYNOPSIS
study:Objectives of study:To identify elements which customers notice when he enter in monginis at different location To identify touch points those alters experience of a customer. To list down touch points that changes across the shops even if the demographics are same. To recognize points that motivates a sales person in store to work harder. To compare various aspects which leads to underperformance of sales person To find out solutions in order to bring about uniformity.

RESEARCH METHODOLOGY
Research problem:To find out points which a customer consciously or unconsciously notice in different shops of monginis Research approach:Qualitative as well as quantitative approach has been used for this research. But the stress was basically qualitative approach. Research design:This study falls under applied research category and as it contains both qualitative and quantitative approach it a descriptive research.

instrument:Research instrument:Taking care of the parameters questionnaire was designed for studying touch points and service points of monginis store while pamphlets or menu card was suppose to be collected for study of price points. units:Sampling units:Sampling units consist of For touch points 30 shops and 60 customer i.e. 2 customers each shop For service points 50 shops and 87 customer sales person (CSP)/ sales person For price points 15 shops of all different brands including local shops

design:Sampling design:-

Monginis has divided entire Mumbai and thane region into ten territories for ease of operation and this research was carried out in all these territories in totality eight shops of each territory were visited.
Data collection:collection:-

In order to get maximum information with minimum effort from customers verbatim format was selected to answer open ended question which formed a major part of questionnaires.

study:Limitation of study:-

Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100 percent perfect I believe that there exist a chance for error on account of following limitationsThe duration of practical training was just eight weeks. To maintain secrecy, the company people do not provide actual figures The recommendations are the outcome of an analysis made individually. The sample customers or sales persons comments may not be resemble to entire population of consumers

COMPANY PROFILE
Monginis Food Pvt. Ltd. opened its doors in India nearly 100 years ago. Mr Mongini, an Italian, started a bakery and catering services in India. First shop of Monginis located in Mumbai's Fort area, and it was a favorite with the Europeans For years, Monginis cake brand has simply been making people happy and this is evident as today it stands as the no. 1 cake brand in India. Whatever flavor you choose, you'll be treating yourself to a delicious classic. Monginis website for gifting and self consumption is a rapidly expanding e-commerce business. With nearly 5000 hits daily and huge army of Monginis fans on social media, the e- business is all set to go places.

Organization : Monginis Foods Pvt. Ltd. Brand : MONGINIS Category : Food & Beverages Franchisee Material Availability : Yes Director : Mr. Zoher Khorakiwala Business Started : 1958 Franchisee Started : 1971 Department Structure Factory location : Off.Link Road, Opp.City Mall, Andheri(West), Mumbai - 400 053 Factory Size (Sq.meters): 30,000-50,000 square meters Number of Production Lines : 8 QA/QC: In House Number of QC Staff: 5 to 10 people Number of R&D Staff: 11 people QA/QC: In House Departments: Finance and Accounts Dispatch and Distribution Supply Chain Management Maintenance and Engineering Marketing Sales Retail Audit Legal and Corporate Affairs Factory Administration Ecommerce and Internet Marketing Production Quality Control Purchase

Touch points Data


avg daily turnover in thousand avg daily footfall managed by no of csp last renovation/ establishment period neighboring competitors brand located near
less than 10k 1 less than 100 10 owner 12 1 to 3 20 less than 6 mth 4 R&B 12 mjr/mnr station 17 0 to 5 yrs 13 family 18 weekly 22 easy to find 53 rating out of 5 3.86 rating out of 5 4.13 ok 5 ok 8 yes 4 yes 10k to 25 k 19 100 -200 14 conductor 16 3 to 6 8 6 to 12 mth 5 birdy's 10 market 8 5 to 10 yrs 18 friends 16 monthly 18 difficult to find 3 25k to 50k 7 200-300 4 Sr. Manager 2 6 and above 2 12 to 18 mth 1 local bakery 23 school/ college 7 10 to 15 yrs 14 located a store 22 occasionally 11 50k above 3 300above 2

above 18 mth 20

residential/others 14 above 15 yrs 11

aware of m brand through (media) frequency of visit store visibility ambience staff product quality product variety website usage and exp home delivery

satisfactory 14 satisfactory 16 no 52 no

good 31 good 27 good 4 good

very good 6 very good 5 bad bad

Code CSP No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

A Salary 7500 8000 7800 8000 75000 3000 3000 7500 7500 6500 3000 5000 4500 3000 4500 3000 3500 2500 6000 5000 4000 8300 5600 4450 6500 7000 7500

D Suggestive selling 3.5 4 4 4 3 4 2 3 3 4 4 4.5 3 2 4 3 3 2 4 3 2.5 4 4 1 4 4 3.5

E Avg sale/ csp 85000 85000 85000 85000 85000 130000 360000 200000 200000 350000 1250000 1250000 180000 180000 1250000 1250000 330000 120000 120000 166660 166660 200000 200000 200000 200000 255000 175000

Product knowledge Experience month 3.5 24 4 60 4 48 4 60 3 6 3.5 48 2 >1 3 48 3.5 48 4 84 3.5 3 4.5 72 3 36 2 >1 4 84 3 8 3 2 2 1 4 84 4 60 2.5 3 4 132 4 60 2.5 48 4 84 3.5 36 3.5 36

28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77

6000 7000 4500 5000 3500 4500 3500 6000 3000 4000 7000 7500 3500 5000 3000 3000 4000 3500 3500 2000 5000 4000 8000 6000 8000 5000 6000 4500 5000 6000 4000 3000 4000 4000 4000 5000 2000 4000 5000 3500 4000 4000 3500 4500 3000 3000 5000 4000 6000 6000

4 3 3.5 3.5 2 4 1 3.5 4 3 4 3.5 1 4 3 4 3 3 3 4 4 2 4.5 3 4 2.5 3 4 4 4 3.5 3 2 2 2.5 2.5 3 3 4 4 4 3.5 2 3.5 3 3 2 3 4 3.5

96 12 18 18 2 18 1 72 18 12 168 24 3 24 6 12 6 1 3 8 24 9 120 12 5 1 48 24 7 48 108 5 1 3 3 8 3 1 18 4 2 1 1 12 24 6 8 6 48 42

4 3 3.5 3.5 2 4 1 3.5 4 3 4 3.5 1 3 3 4 3 3 3 4 4 2 4.5 3 3.5 2.5 3 4 3 4 4 3 2 2 2 2 3 3 4 3 4 3.5 2 3.5 2 3 2 3 4 3.5

300000 300000 300000 300000 600000 212000 212000 181000 200000 200000 235000 800000 250000 266000 266000 200000 200000 200000 200000 200000 833000 833000 500000 500000 200000 250000 1500000 1500000 180000 180000 300000 300000 200000 200000 200000 125000 200000 200000 150000 150000 360000 360000 360000 400000 100000 100000 400000 400000 166000 166000

DATA ANALYSIS

Correlation Between(Salary & Product knowledge) Between(Product Knowledge & Experience) Between(Salary &Suggestive selling) Between( Product knowledge & Suggestive selling ) Between ( Salary & Suggestive selling ) Between(Average sale per CSP & Salary) Interpretatio n

0.05 0.525 0.04 0.917 0.0578 -0.09571

as correlation is 0.05 there is a week relation between product knowledge and salary of csp Strong positive relation between experience and product knowledge week positive relation between experience and salary strong relation between product knowledge and suggestive selling strong positive relation between salary and suggestive selling

INFERENTIAL ANALYSIS
salary amount 25 3625 50 4750 75 6000

Salary in Quartile Q1 Q2 Q3

25 percentile of csp have salary >= 3625 50 percentile csp have salary >=4750 75 percentile csp have salary >=6000

Cake shop (PricePoints) Black forest Pineapple Cakes N More Birdys Hangout sheila's cakes & bites celejor The Cake Studio R&B Monginis Hang on! Aroma Designers Sugar Snacks french connections Brownnie point Leela Bake Shop Glaze Denish Merwans Celebrations cakerina cake studio 600 600 550 550 480 550 640 500 500 480 480 500 440 460 450 420 420 420 400 380 600 600 550 550 480 550 520 500 450 480 460 460 440 440 450 420 420 420 400 380

Butter scotch 600 600 600 550 600 550 420 500 525 520 540 460 500 440 450 420 420 420 400 380

Chocolate 600 600 550 600 680 550 520 520 525 520 460 500 500 520 500 450 420 420 400 460

Premium 825 700 900 750 800 1500 820 750 800 700 800 700 720 700 700 700 520 800 650 600

Min cost 600 600 550 550 480 550 420 500 450 480 460 460 440 440 450 420 420 410 400 380

Max cost 825 700 900 750 800 1500 820 750 800 700 800 700 720 700 700 700 520 800 650 600

Average cost Mean Cost 713 650 725 650 640 1025 620 625 625 590 630 580 580 570 575 560 470 605 525 490 600 600 563 563 560 550 525 505 500 500 485 480 470 465 463 428 420 420 400 400

Formula for Pricing


Cake shop Cakes N More Birdys Hangout sheila's cakes & bites celejor The Cake Studio R&B Monginis Hang on! Aroma Designers Sugar Snacks french connections Brownnie point Leela Bake Shop Glaze Denish Merwans Celebrations cakerina cake studio Mean Cost 600 600 563 563 560 550 525 505 500 500 485 480 470 465 463 428 420 420 400 400 Formula of Pricing (%) 15.8 15.8 10.3 10.3 9.8 8.2 3.8 Monginis -1.0 -1.0 -4.1 -5.2 -7.4 -8.6 -9.1 -18.0 -20.2 -20.2 -26.3 -26.3

RECOMMENDATION
Monginis can contract a consultancy which will recruit, train and pay to csp which will create a winwin situation for both Monginis and csp as monginis can show take payment from shop owners and pay it to consultancy which will give a tax benefit and CSP will have salary slip and proper distribution of payments Training like Product knowledge, personality development, computer training and English speaking will be enriching the quality and give them a feeling of belongingness to a brand like Monginis I-card and name plates should be provided to CSP Because of plastic carry bag CSP are facing lot many problems, also some very old CSP who have worked for more than ten years are unhappy with company because people in company do not respond to any compliant. Most of the customer oppose to pay for plastic bags, Shop owners and customers are also facing problems due to this issue Customer who are loyal to monginis are expecting to bring new flavors of cake especially in fruits, also snacks should be innovated. Customers are satisfied with ambience of shop giving an average of 3.86 out of 5 and very happy with staff giving an average rating of 4.13 out of 5 Cheese cake and blue berry flavor cake should be added in menu as mo0st of the customers demand for the same Monginis can add upon some more variety in vegetarian and jain food that will be excepted readily a market demands it

CONCLUSION
This is best time for monginis to launch new variety of products there exist a strong demand in market for fruit flavor cakes which can be easily recognized by reading comments of customer in opens ended questions of questionnaire Some steps must be taken to solve plastic bag problems as it is creating embarrassing situation for sales persons to ask for charge of plastic carry bag. Monginis can use this opportunity to declare as a green supportive brand like Pepsi and others and communicate this message well by providing eco friendly bags. Monginis over a period of time has evolved as price leader of bakery industry i.e. any deflection in their pricing ultimately leads increase or decrease in pricing in both the ends of elite and local bakery company, hence it has a leverage of increasing price up to certain extend. Customer sales person stands to be the last hand to serve customer so their interface is of extreme importance, hence monginis should take care of their recruitment and training also a keen attention should be given to their compensation There exists a demand for promotion of website of monginis as most of customers are not aware of online purchase of cake.

REFERENCES
en.wikipedia.org/wiki/Touchpoint searchcrm.techtarget.com/definition/CRM en.wikipedia.org/wiki/Category: Sampling_techniques www.statpac.com/surveys/sampling.htm http://www.oppapers.com/essays/Mongini/735251 http://www.scribd.com/doc/63328498/4/BACKGROUND-OF-THE-COMPANY-COMPANY-HISTORYMONGINIS http://www.scribd.com/doc/61297777/18-7-2011-REPORT http://www.slideshare.net/akgicbm/spencers-retail-ltd-project-report-summer-internship-project www.touchpointretail.co.za

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