SUMMER

INTERNSHIP PROJECT ON

RETAIL DETAILING

Submitted in the Partial fulfilment for

the requirements of
Post Graduate Diploma in Business
Management
(PGDM)

Submitted to: Submitted by:Mr. Prashant Raj Singh

Vaibhav Dixit
MARKETING MANAGER
(Gen) 119

PGDM

Batch- 2014 to 2016

CERTIFICATE

This is to certify tha the project work done on RETAIL DETAILING is an

original work carried out by Mr. Vaibhav Dixit under my supervision and
guidance. The project report is submitted towards the partial fulfillment of two
year, full time Post Graduate Diploma in Management.
This work has not been submitted anywhere else for any other degree/diploma.
The work was carried out from 12th May 2015 TO 11th July 2015.

Internal Mentor

External Mentor

STUDENT DECLARATION

I hereby declare that project report entitled

RETAIL DETAILING
Submitted in partial fulfilment of the requirement for the award of
degree in
POST GRADUATE DIPLOMA IN MANAGEMENT
To JIMS Kalkaji New Delhi is my original

Vaibhav Dixit

CONTENTS

1. INTRODUCTION OF INDUSTRY
a) FMCG Industry in INDIA...................................................1
b) Industry Classification.......................................................2
c) Market Distribution.........................................................3-5
d) How some of the drivers affect FMCG sales.....................6
e) Growth and Future.........................................................7-8
2. INTRODUCTION OF PROJECT..............................................9-11
a) Objective of the Project.......12
b) Limitations of the Project.................................................13.
3. COMPANY PROFILE
a)
b)
c)
d)
e)
f)

Origin...........................................................................14-15
Future Plans......................................................................16
Sales Team Reporting Hierarchy.......................................17
Products and Services..................................................18-20
Competitors........................................................................21
Marketing Mix (4P)........................................................22-24

4. RESEARCH METHODOLOGY.....................................................25
a) Research Design.................................................................26
b) Analysis Techniques and Sampling Method..................27-28
5. ANALYSIS................................................................................29-40
6. VISITING FREQUENCY OF DISTRIBUTORS OF VARIOUS COMPANIES.....41
7. SWOT ANALYSIS...............................................................................42-43
8. FINDINGS.................................................................................................44
9. SUGGESTIONS...................................................................................45-46
11. PORTERS FIVE FORCES MODEL.................................................47-48

10. RECOMMENDATIONS..........................................................................49
12. CONCLUSION........................................................................................50
13. BIBLIOGRAPHY....................................................................................51
14. APPENDICES......................................................................................52-62

ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of the
project would be incomplete without the mention of the people who made it
possible.

I would like to take the opportunity to thank and express my deep sense of
gratitude to my corporate mentor Mr. Prashant Raj Singh and my Faculty
mentor Ms. Sanjeela Mathur.
I am also grateful to Mr. Pankaj Upadhyaya and Mr.Akash Yadav who in
spite of busy schedule have co-operated with me continuously and indeed,
their valuable contribution for providing their valuable guidance at all stages of
the study, their advice, constructive suggestions have been certainly
indispensable for my project work.
I owe my wholehearted thanks and appreciation to the entire staff of the
company for their cooperation and assistance during the course of my project.
I hope that I can build upon the experience and knowledge that I have gained .
Finally I am greatly indebted to my parents continuous encouragement,
without which it would have not been possible to complete the project.

EXECUTIVE SUMMARY
Progress is a continuous process. It is relative and absolute. We cannot stop at a
certain destination and declare that target has been achieved and we need not to
go further.
In this new are all the countries & their companies are trying their best to improve
economic growth. This trend has created a very complex & competitive
environment in the field of business, trend & win the race a new system of
management is much needed. To fulfil this need a new field of modern science
has developed very fast i.e. Post Graduate Diploma in Management. In this
curriculum there are several phases, which have to be covered & compelled
properly.
At the completion of the second semester of PGDM I got opportunity to gather
particular knowledge about each and every aspect of market. It could be in
related fields viz. Human Resource Management, Marketing or Finance as per
their specialization in the course. It is important because it provides the students
about the practical knowledge of the field, which is very essential beside the
theoretical knowledge.
The experience that I have gathered during this period has certainly provided me
with an orientation which, I believe, will help me to shoulder my assignment
successfully in near future. During this period, I have collected all the information
of RETAIL DETAILING through a research at rural areas in KANPUR.
On the basis of my training program, I have tried my best to arrange my work in
symmetric way. However to cover the detailed information in such a short period
was not possible. Despite the inherent shortcomings of the study, a genuine
attempt was made on my part see that the study was carried out in the right
respective.