SUMMER INTERNSHIP SEGMENT(SIS) June 2019- July 2019 (9 Weeks)

National Bulk Handling Corporation Private Ltd, Mumbai

Product Development and Business Plan - Market Insights
 Conducted market intelligence of competitors’ product through primary surveys in 17 locations across India.
 Conducted quantitative and qualitative analysis(Factor rating method) to ascertain NBHC’s competitive
advantage over its competitors with respect to its storage price, quantity, capacity and utilization
 Identified PoP and PoD for different service offerings of NBHC with respect to its competitors
and recommended strategies to strengthen the design of products and services
 Carried out analysis of current business model of the warehousing service of NBHC and recommended
strategies for extending the reach of warehousing service of NBHC to Farmer Producing Organizations

The objective of Study: The Company has established its strong leadership in integrated
commodity and collateral management and all other allied services, viz. warehousing, collateral
management, procurement & supply chain management, as well as quality assaying &
certification, pest management & audit and surveillance & control. The objective of my study is
to get insights from competitor analysis and market study which will help NBHC to understand
their market position in PWH storage business. The market study will be covered with the aim of
finding a new business opportunity.

Scope of Study: Primary source study- Tracking top 4 competitors (NCML, Shubham Logistics,
Edelweiss, and Arya Collateral) on the basis of PWH Storage price cluster wise, Quantity of
major commodities stored at each location, Total existing capacity created by competitors and its
utilization rate. Secondary source study- Examine the competitor’s website and customer
experience to find out new business opportunity in the storage business.

Data source and Methodology: Data related to market insight and competitor position is
collected on field visit (cluster-wise) from Mandi Trader, Ex-employee of competitor’s
company, Cluster office visit, and online customer request form. In Website Analysis and
Product Development, most of the data is secondary data taken from competitor website and
other official reports on warehouse industry (EY report 2018 & WARD 2018, etc.) Excel tools,
conditional formatting, percentage share, price variation, break-even analysis, SWOT analysis,
Factor analysis, and word cloud-deep metaphor identification are the methodology used for
study.

Findings and conclusion: Market share on the basis of the volume of business shows that
NBHC is the market leader in PWH storage business and the nearest competitor is NCML. The
relationship is the key for storage business, which comprises of 5 factors Price, Respect, Trust,
Risk and Time. New players (LTC, Origo, and Star-Agri) try to enter in the market by reducing
their storage price. The overall industry has great potential in farmer segment to grow in coming
years.

Recommendations: (Mandi sathi)- to reduce default. (apna trader)-There is a scope to

increase volume of business by providing incentives like storage price reduction by using an
early database to form relationship with client.(website analysis)- language, service request
form, youtube vedio of process and technical support for trader

(Product development)-NBHC should work on farmer segment to increase client base. Non-
Agri commodities funding is new business opportunity for warehousing industry.
Job role

The candidate will be responsible for Sales & Distribution function for our range of products at
any of our branch location across India. Operating one of our 4 distribution highway: Fresh,
Frozen, Chilled, Ambient in a specific geography.
He/She will be responsible for prospecting, qualifying, negotiating and strategizing business
development for given area. His/her success will be measured by the delivery of business critical
goals, growth and gain in market share. The ideal candidate will possess a demonstrated ability
to think strategically about customers, categories and channel challenges, with the ability to build
and maintain infrastructure and teams.
The major responsibilities includes: sales planning, Logistics & Distribution Management, WD
& Territory Management, Product Promotion, New Product Launches, Achievement of sales
targets etc.

Why Amul
Amul, is planning to set up four dairy plants entailing a total investment of Rs 600 crore in Uttar
Pradesh, a top company official said today.

"We are putting up big plants in Lucknow, Kanpur, Varanasi and Saifai. This would be around
Rs 600 crore of investments,"
he dairy major is already collecting 5 lakh litres of milk from 1 lakh families and giving around
Rs 700 crore per annum to the rural UP.

He said the company plans to increase its milk procurement from the state to 45 lakh litres over
the next three years.

"In the next three years, our target is to reach to 5 lakh families collecting 45 lakh litres of milk
and giving every year around Rs 4,000 crore to the rural UP," Sodhi said.

Amul has around 2.6 million producer members and the total capacity for handling milk is
around 10.16 million liters every day.

ATR- attention, trial and retention

Unlike a conventional FMCG product like soap or biscuits, our distribution network is
challenging because we have to manage four different distribution highways-for ambient
products (like milk powder, ghee), chilled products (butter, cheese, shrikhand), frozen products
(ice-cream and paneer) and fresh items (fresh milk, curd, yoghurt). Each highway requires
specialized storage, transportation and replenishment frequency," he said.

Amul turnover grows 13% to Rs 33,150 crore in 2018-19

Why you
The ideal candidate will possess a demonstrated ability to think strategically about customers,
categories and channel challenges, with the ability to build and maintain infrastructure and
teams.
We have to make distributer believe that “ bhiya aap maal rakho sb beek jaega”
Distributers are happy if I provide business for them through understanding of ultimate consumer
Who were my consumer in mugal sarie are different from baliya and chakiya
What is the time – Lagan season premium paan
How much critical is to transport for such distance – kitna majboot paan hai, mausam kesa hai,
mode of transport, kon leja rha hai
Team management- tali wale ko set krna, lady who pack dauuri, basna(cotton cloth) and puhra,
bus wale ka no., A/c train in critical situation, people resource to transport

Why low marks

2.7 is an average score of batch but why I didn’t perform above average is because of two
reasons.
1) MBA curriculum has vast variety of subjects and it’s difficult to score equally well in all
the subjects. Although I tried to focus on some of subjects like marketing where I have
interest and I scored well.
2) I believe that in post grad it’s time to understand that experience and opinion are the more
important source for education rather than scoring in all the subjects. Peer to peer
learning is more important for overall development.

My concept
How to launch new product?

MAYA- Most advanced yet acceptable- Human brains are highly conscious for novelty yet
similarity plays a critical role to build trust. This means that a new product launch should have a
correct blend of new feature with supporting existing attribute. Best example – Saavan
Method to use for new product is Attention, trial and retention

"Compassion arises from appreciation"

The whole journey of suffering is to get appreciation.

Once you get the appreciation you feel good because in your mind dopamine is released. The
concept of right vs wrong is developed to give strength to our evolutionary humankind, the
whole process of achieving the senses of appreciation is to do right things ((right thing- is very
subjective to a nature of person; anything anyone anytime anywhere can impact your brain which
can form into belief because of your conditioning in the past which can be termed as "cause" this
choice of believe make you the kind of person you are. So, there is no concept of good and bad
it's always your own choice)).
So be wise to take support on the appreciation.

But why we want appreciation?

Everyone in this world is constantly ready to give appreciation to another person in the hope of
getting respect for himself.

The trap is that you don't even realize that the consequences of being temporarily happy are
something you lose.

But even you get respect, love, affection in the eyes of beloved you find out the anchor for that
and start thinking in relative terms to support your comparison point.

Whole world thinks in relative terms, right from the beginning we all think in quantifiable terms
because of the single reason of comparison. From an evolutionary process, we want more to eat,
more to sleep, more sex ... This concept of more is to bring down the perceived feelings of
happiness. There is only two sides in this world either you set the high anchor or why to set an
anchor. So see yourself, which side you belong to. Your actions in the past determine what you
are and your actions in the present what you will be. This concept is also in relative terms, to live
beyond life you have to abolish this world-art and be above the concept of self. Think on the
different line if the evolutionary process preaches us self-sufficient life is bright pathway the
whole world will be equally equipped with the idea of survival, no poverty, no inequality, no
comparison, no institution. The point is that we were happy from the beginning but we choose to
lose and then try to achieve the same through our different stages of life.

Everything marketing, finance, business, economics etc are working on the same principle and
we are working on to build a beautiful trap till the end of our life.

Are we really concious about our so called rational thinking? Does we even know about our
breath? The functioning of our brain only allure to find out closer and the senses of
accomplishment for the short duration of time. This basic need evolved with humans, right from
the hunting era where idea is to conquer big animals for subsistence but it evolved as to feel the
senses of accomplishment. This change also bring down other vicious circle for the need of
appreciation, closer, greed, capital accumulation and so on. Paradoxically human kind begins
with to solve the problem of food shortage for rainy days but at the end it is creating one. There
is no concept of rationality, everything is cause and effect. World is learning to be better decision
makers through instrumentalisation subjects like optimisation, effectiveness, return on
investment, consumer behaviorism, but why it has blindfold for blessings art of compassion
which can stop the fule for vicious circle?

Leadership development arises after a basic understanding of the sense of achievement. Once an
individual has a strong belief about any subject matter with successful implementation in past
and taste of appreciation cause the notion accomplishment then we feel outcast form society.
This feeling comes with a desire to change the world for a better place. Sustainability of your
thoughts determines how strong is your belief system. Conditioning in the past causes you to
educate with possible equipment to deal with any situation because our learning from situation is
always much more impactful than education. We all learn about the qualities of a good leader but
the key is what causes an individual to be a part of leadership? The answer will be highly
subjective because of undefined intent. Every leader has to gain trust from society which can be
achieved via four possible ways compassion, reputation, persuasion, and suppression.

If you want to identify which leader is suitable for the given condition you could either find
cause for leadership (Hard way to know about intent) or find out which techniques are adopted
by leader to gain trust.
 Title: “Book my look” mobile application for salon industry Mar-May 2019
 Conducted qualitative and quantitative survey of 35 customers to carry out data analysis to understand salon
industry and effects on consumer orientation using Z-MET, market segmentation using K-means clustering
and brand positioning using Principal Component Analysis (PCA)

Idea generation- one day in anand I was sitting in sparkle salon waiting for my turn. I feel frusted
over there because I have to wait for 1.5 hours before the haircut. There I feel is there is anything
we could do to minimize time wastage?
At the same time, I was through the MRA course which requires to work on the project.
I choose to work on “Book my look’’. A mobile application that satisfies the unidentified need of
the salon industry in anand.
Background:
• India’s Salon industry is worth Rs.10,000 crores. Dominated by the unorganized sector
• Organized Sector growing at 30%
• Average spending in India- Rs 120
(Anand popu-2L, major salons- Sangam, A ONE, Sparkle,New York,Sports salon)
Approach: Inspire, Explore, Prioritize, Evaluate
Objective: Organise the unorganise sector, and channelise through app service.
Process: To study consumer behavior and factors influencing the choice/attitude of a consumer
while going to a salon shop.
Product Development: Develop a mobile application that will provide adequate information to
eliminate Information asymmetry , waiting for time, communication gap, reliability issue for a
consumer about a particular salon.

Construct- Payment, price sensitivity, security, receprocacy, multiple booking

*Types of questions asked— screening question, descriptive variable, behavior question, opinion
question n Kano question, Logit question
*ZMET question-color, smell, environment, sensory image, digital image.
*scales of measurement used--Likert scale, ranking and rating, and open ended questions are the
on basis of customers attitude towards online app
Attributes matched constructs. So qualitative data was backed by quantitative data

Kano method to determine the importance of different attributes like the appearance of app,
security, ease of booking, etc. On the basis of responses we came to know that online payment
options,easy to use app are must have for respondents. A feature like ease of booking,
receprocacy are linear satisfiers. Features like ability to share on social media & face trials are
delighters for customers.

Then for selecting the attributes for our

conjoint attribute we used the result of kano
survey, opinion & behavior questions and
ZMET construct.
Advertisement- given by local salon or rate for different services will be displayed here. This
feature also helps our app user to book different services in bundle form (multiple booking
subscription).
Book now- which salon has empty seat at what time.
Favorite booking in past
Booking calendar- for notification of appointment.
Chat – with stylist in order to know about different services that suits on you
Rate and reviews- of different salon shop.
Live styling- Try new look (delighter) , face recognitions to check new look
e-commerce- to buy mens grooming product
share your new look- online to platform like, instagram, facebook etc
trendy fashion vedio- to know about current trends, those they follow some aspiration.
Contact us, rate us, about is for this application.
Near me- closet salon
Quick book – only in 3 clicks, because segment 1 and 4 are saying application is time
consuming.
Hairstylist- delighter feature where you can fix up appointment with different hairdresser(may be
freelancer). Who will come to your place to provide services.
Search button – search for your identified shop

Brand positioning is defined as the conceptual place you want to own in the target consumer's
mind — the benefits you want them to think of when they think of your brand. An effective
brand positioning strategy will maximize customer relevancy and competitive distinctiveness,
in maximizing brand value.
Used MAYA technique- For new product

Principal Component Analysis, or PCA, is a dimensionality-reduction method that is often

used to reduce the dimensionality of large data sets, by transforming a large set of variables into
a smaller one that still contains most of the information in the large set.