Industry Internship Project

2018 – 20
Batch
Title of the Project:
TO STUDY CONSUMER BUYING BEHAVIOR FOR
SAFFOLA FITTIFY GOURMET AND COCOSOUL
(BRAND PROMOTER AS HEALTH ADVISOR)

Submitted
by:
Name of the Student: PRATYUSH GURU
Roll No. : PGDM182042622
Program : PGDM
Batch : Retail Management and
Marketing

NameoftheFacultyGuide:ProfessorPreetiKaushal
NameoftheCompany:Marico IndiaPvtLtd
NameoftheCompanyGuide:Mrs. Jaya Mohanan
CompanyGuideDesignation:Senior Marketing Officer
InstituteforTechnologyand
Management
Plot No. 25 / 26, Institutional Area, Sector – 4,
Kharghar, Navi Mumbai

1
 Acknowledgement

The internship opportunity I had with MARICO INDIA PVT LTD was a great chance
for learning and professional development. Therefore, I consider myself as a very lucky
individual as I was provided with an opportunity to be a part of it. I am also grateful for
having a chance to meet so many wonderful people and professionals who led me through
this internship period.

Bearing in mind previously I am using this opportunity to express my deepest gratitude

and special thanks toMrs.JAYA MOHANANwho in spite of being extraordinarily busy
with his duties, took time out to hear, guide and keep me on the correct path and allowing
me to carry out my project at their esteemed organization and extending during the
training.

I express my deepest thanks to Mr.VISHAL andMr. SHUBHASHfor taking part in

useful decision & giving necessary advices and guidance and arranged all facilities to
make life easier. I choose this moment to acknowledge contribution gratefully.

It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to

Prof. PREETI KAUSHALfor her careful and precious guidance which were extremely
valuable for my study both theoretically and practically.

I perceive as this opportunity as a big milestone in my career development. I will strive to

use gained skills and knowledge in the best possible way, and I will continue to work on
their improvement, in order to attain desired career objectives. Hope to continue
cooperation with all of you in the future.

Sincerely,

PRATYUSH GURU

PGDM182042622

2
 TableofContents

CERTIFICATE ..........................................................................................4
EXECUTIVE SUMMARY ............................................................................5-6
Chapter – 1 Introduction ..............................................................................7-8
Questionnaire………………………………………………………………………………………………………….9
1.1Introduction .....................................................................................10
1.2 Problem on Hand – Live Assignment................................................... 11
1.3 Sales and operational........................................................................11
1.4 Objectives of the project....................................................................11
1.5 Modus & operandi………………………………………………………………………………………….12
Chapter – 2 DETAILS OF THE ORGANIZATION.................................................13
2.1 Introduction .......................................................................................... 13
2.2 The Organization..................................................................................... 13
2.2.1 Products....................................................................................14-23
2.2.2 Processes& facilities……….................................................................24
2.2.3 Organizational Growth ................................................................25-26
Chapter -- 3 TASKS PERFORMED ....................................................................27
3.1 Techniques utilized .......................................................................28-30
3.2 Task Achieved……...............................................................................31
3.3 General Observation ..........................................................................31
Chapter – 4 Conclusions..............................................................................32-33
Chapter- 5 Recommendations............................................................................34
Bibliography ............................................................................................... 35

3
 EXECUTIVESUMMARY

This is the internship report based on the four-months long internship program that I
had successfully completed in MARICO INDIA PVT LTD under
SENIOR MARKETING OFFICER as BRAND PROMOTER from 08.04.2019 to
10.08.2019 as a requirement of my PGDM program on Retail Management and
Marketing, ITM BUSINESS SCHOOL. As being completely new to practical,
corporate world setting, every hour spent in the store gave me some amount of
experience all the time all of which cannot be explained in words. But nevertheless,
they were all useful for my career.

This report includes how to promote the brand in modern trade outlets, how to study
the customers’ insights in the store, training and development initiatives, how to
keep self-motivation. Retailing skills & sales, customer relationship and store
operations.

I have worked as a BRAND PROMOTER of MARICO INDIA PVT LTD with

Sales and Marketing Department.
After the induction program in the Marico head office, training for retailing skills
was conducted by the area sales manager and process that company follows.
Following four months of my internship is to Improve the sales by knowing with
consumer behavior and giving details about the product that is beneficial for health
and health issues.

In store I have mainly interacted with the customers I used to pitch them daily in the
store and convert them to buy. I used to identify perfect and potential customers and
used to take initiative of store operations also.

Before drawing any conclusion based on this report it may be noted that the report
was prepared in a very short term and there is lack in data. But still the report may
be useful for studying customer insights in modern trade outlets.

4
Marico New business team (also known as engine 2) is responsible for launching and
developing future brands for Marico. The team has recently launched products in
premium superfood category under the brand name of “SAFFOLA FITTIFY”
Gourmet and “COCO SOOUL”. This is India’s first healthy gourmet breakfast to
dinner range. Both brands are targeting modern trade outlets as the key channel to
reach out to the target audience. The Main Objective of project to understand
customer buying behavior in Modern trade outlets for premium healthy food products
and develop them into actionable consumer insights to drive sales outcomes. This
project also involves activities planned to increase brand awareness of these brands
through in-store promotions.

This project gives a brief about premium superfood category which is full of
opportunities and remains untapped. It gives brief about factors affecting customer
buying behavior, key drivers, insight about the competitors present in the market in
this category. In my quest to find insight, I did usage and attitude survey which helped
me understand customer better and based on my survey and observation, I made some
valuable recommendations. Promotional activities increased brand awareness among
customers. Food preferences of consumers are also being influenced by reviews of
food bloggers. influencer marketing, CPC strategy, tweaking incentives plans, proper
sales training and increasing overall reach will help in boosting sales.

The concept of awareness and knowledge has turned out to be the most critical factors
which resulted a change in the consumer’s preference towards healthy products
initiating a strong development in superfood market. With rapid urbanization and
change in eating habits, gourmet products have occupied a substantial shelf space in
the Indian outlets Consumer behavior act as a key determinant while purchasing
virgin coconut oil. Hence ways and means to maintain loyal customers should be
adopted. The marketer should be very vigilant in understanding the needs as well as to
find out the major demand drivers for healthy food. Marketers needs to bring out
innovative strategies for retaining the customers and in turn convert them into loyal
customers.

5
 Chapter–1Introduction
1.1Introduction

Marico is a leading Indian company with business interests in manufacturing and

retailing personal consumer products as well as providing services in the beauty space.
The company’s history can be traced back to 1948 when the Mumbai based Mariwala
family having a presence in the trading business set up Bombay Oil Industries Limited
founded by Harsh Mariwala.Marico empowered with freedom and opportunity, we
work to make a difference to the lives of all our stakeholders - members, associates,
consumers, investors and the society at large. Currently present in 25 countries across
emerging markets of Asia and Africa, Marico has nurtured multiple brands in the
categories of hair care, skin care, edible oils, health foods, male grooming, and fabric
care. Marico's India business markets household brands such as Parachute, Parachute
Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and
Revive among others that add value to the life of 1 in every 3 Indians. The
International business offers unique brands such as Parachute, HairCode, Fiancée,
Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and Thuan Phat that
are localized to fulfil the lifestyle needs of our international consumers. Charting an
annual turnover of INR 63 billion (Financial Year 2017 - 2018) across our
portfolio, Marico's sustainable growth story rests on an empowering work culture that
encourages our members to take complete ownership and make a difference to the
entire business ecosystem.

Marico Limited (ML), a Fast-Moving Consumer Goods (FMCG) player was

incorporated on 13th October 1988 under the name of Marico Foods Limited with
effect from 31st October of the year 1989. Headquarters is in Grande palladium, 175,
CST Road, Kalina, Santacruz, Mumbai, Maharashtra, India. SAUGATA GUPTA is
the managing director and CEO of the company.

6
OUR VISION:The four pillars of our vision set out the long-term direction for the
company- Where we want to go and how we are going to get there:

i)We work to create a better future everyday

ii)We help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.

iii)We will inspire people to make small everyday actions that can add up to a big
difference for the world.

iv)We will develop new ways of doing business with the aim of doubling the size
of our company while reducing our environmental impact.

OUR MISSION:The Marico Innovation Foundation’s mission is to provide the nation

with first: a belief that Innovation is possible and is the way to leapfrog India into the
center stage of global business leadership, and second: a framework to leverage
innovation for quantum growth.

7
 Questionnaire
I. Are you aware about SaffolaFittify& Coco Soul Brand of Marico?

 Never heard of it.

 I am Aware but never Used it.
 Used sometime.
II. What is most Important factor affecting Purchase Decision.

 Intend use of it.

 Packaging Size
 Brand
 Packaging Type
III. Have you ever used Virgin Coconut Oil?

 Yes
 No
 May Be

IV. If Yes, for what purpose V. Brand preference for

you used Virgin Coco oil? Virgin Coconut oil?

 Direct Consumption  Local Brand

 Cooking  Nirmal
 Baby Food  Conscious food
 Tata Sampan
 Organic India

VI. If NO, what is the major

reason not to use Virgin Gender:
coco oil?
 Male
 Too Expensive  Female
 Not aware about use AGE:
 Cold Pressed is not healthy 18-30 31-45
46-60 61 & Above

8
1. Chapter 1: Introduction

1.1 Introduction

The objective of the summer training is to ensure that I, as a management student develop in real-life
experience for handling the specific project and to develop all understanding, various activities
related to the area of my specialization. This training gives us substantial exposure and serves as a
useful tool for interaction with the corporate sector. This project was specifically given to us to
increase our knowledge in Sales and distribution channel of Marico India Ltd. (New business).

This project was given to us to increase the sales and customer profiling for India’s 1st healthy
gourmet food (breakfast to dinner) range for Marico, i.e. Cold-pressed virgin coconut oil, infused
cold-pressed coconut oil, almond coconut butter, coconut chips, coconut spread, coconut sugar,
peanut coconut butter, green coffee, green tea, HI-protein slim meal-shake, hi-protein meal-soup,
millet/quinoa poha and upma in Big Bazaar (Raghuleela), Vashi. I was responsible for increasing
core sale of Saffolafittify and coco-soul product’s and identifying the potential customer and also
pitch them about our product. I also made sure that, the proper stock will available in my store or
warehouse.

In the progressive Indian society, food expenditures hold a lot of prominence constituting the largest
retail consumption category.in fact, Indianfood retailindustry is positioned globally as sixth largest
and has been increasing at steady pace of over 11 per cent annually.it has been contributing a
significant proportion to India, economic performance. Over the years the class of food consumed by
Indians has experienced incredible transformation. Growth of organized large to small format/
specialty retailing, surging economic growth, rising disposable income, urbanization, exposure to
global cuisine/ food habits & newer locations, growth of specialty food & beverage space and
relaxation in regulatory restrictions are catalyst to the growing gourmet food and beverage market in
India. Slated at USD 1300 million, the Indian gourmet food market is growing at a CAGR of 20%
and is expected to cross USD 2800 million by 2020.

As consumers are moving towards a world class job and lifestyle due to highdisposable income, they
are more mature to decide on what they are eating andwhat’s mix in their food. And, it is pushing
restaurants and chefs to play onhealthier ingredients. From popular burger chains bringing in
healthy and green ingredients in their menu to celebrity chefs promoting health and safe food on TV.
There is sudden rise in the number of Lactose vegetarian Diet, Vegan Diet, LowCarb Diet and some
people are even turning to Organic and Gluten-free diets. Health- and hygiene-conscious consumers
tend to adopt healthy eating options. Food operators have been forced to add healthy eating options
to their food menus. Some restaurants have also started serving health food and organic food as their
core offerings. Internet penetration and smartphone usage will increase the demand for specialized
food and gourmet. Food preferences of consumers are also being influenced by reviews of
foodbloggers.

9
1.2 Problems on hand

Being a part of sales & new business team of Marico India Ltd. The problems were as follow:
1. Lack of brand awareness for newly launched product.
2. Check the stock of Saffola FITTIFY and Coco Soul product at modern trade outlets.
3. If stock is not available in the stores then place the order for product.
4. FIFO is maintained on daily basis for the entire range.
5. Finding out the limitation of Saffola FITTIFY and Coco Soul products in the market.
6. Checking the competitor’s market strategy and customer loyalty towards competitors’ brand.
7. Working with the Supervisors and Area Sales Manager to increase the sales of Saffola
FITTIFY & Coco Soul.
8. Finding out the best place for positioning Saffola FITTIFY and Coco Soul FSU (Free
standing units) inside the modern trade outlet.
9. Checking the offers available on the products and whether they are implemented or not.

1.3 Sales and operational projects:

1. At first, when I started to visit retailers and modern trade outlet, it was not easy to get
through but later, after many follow-ups, I was able to get through.
2. In India, Marico exists through distribution/dealership channel who have their presence over
pan India but, there some areas where there some problems to distribute the newly launched
product stock due to high demand. So that they could be manufacturing more product.
3. Launch of new products has less visibility in the market. The company should pay more
attention to the advertisement of the same.
4. The difference in pricing for the same product at different outlets.
5. Compensations of Promoter is not given on time.

1.4 Objectives:

1. To Increase the sale of Saffola FITTIFY and Coco Soul products.

2. To understand consumer buying behavior in modern trade outlets for premium healthy food
products.
3. Identifying potential customer.
4. Convincing customer to buy the products.
5. Educating and give training to the promoters about the products and let them know about
brand USPs.
6. Identifying competitors and PODs for each product.

10
 1.5 Modus Operandi:

1. The Modus operandi or the process of work is described in various points.

There were several sub-processes through which the tasks or objectives were
achieved. The major processes are described below in points:
2. By regular visit modern trade outlets then identify problems and take necessary
action.
3. By conducting get a meeting with the team member and sales manager once a
month and discuss the target area.
4. By providing feedback to the Area sales manager and the Area Executive about
the working of retailers and monthly sales report.
5. By doing a competitor analysis of the competitors
6. By placing the premium brands of Marico in those outlets where these brands
are not available.
7. By doing a sampling of green tea and green coffee we will enter a new market
to get more customer in healthy gourmet section.

Apart from that some add-ons techniques were used while pitching to customers like

1. AIDA Model: A stands for Attention, I stand for Interest, D stands for Desire, A
stands for
Action.
Here, thismodel was used to understand consumer behavior and understanding who is right
target audience.

2. FAB Statement: F stands for Features, A stands for Advantage, B stands for Benefits.

Here, while communicating with customer FAB technique was used to Promote
Product, Increase Brand Awareness and also to increase the revenue of the company.

3. Cross Sell & Up Sell Technique: Basically,these techniques were applied when customer
was ready to buy any single product and were to make customer aware about the product
and to increase revenue of the company.

11
2. Chapter 2: Detail of the Organization

2.1 Introduction

Marico Limited is one of India's leading consumer products companies operating in

the beauty and wellness space. Empowered with freedom and opportunity, we work to
make a difference to the lives of all our stakeholders - members, associates,
consumers, investors and the society at large. Currently present in 25 countries across
emerging markets of Asia and Africa, Marico has nurtured multiple brands in the
categories of hair care, skin care, edible oils, health foods, male grooming, and fabric
care. Marico's India business markets household brands such as Parachute, Parachute
Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and
Revive among others that add value to the life of 1 in every 3 Indians. The
International business offers unique brands such as Parachute, HairCode, Fiancée,
Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and Thuan Phat that
are localized to fulfil the lifestyle needs of our international consumers. Charting an
annual turnover of INR 63 billion (Financial Year 2017 - 2018) across our portfolio,
Marico's sustainable growth story rests on an empowering work culture that
encourages our members to take complete ownership and make a difference to the
entire business ecosystem.

2.2 The Organization

 Marico Limited is an Indian consumer goods company providing consumer

products and services in the areas of Health and Beauty based in Mumbai.
 Marico ranked in the Top 5 BSE 100 Indian Companies for exemplary
corporate governance.
 Marico was recognized for Excellence in Corporate Governance at the 15 th
Institute of Company Secretaries of India (ICSI) National Award.
 Marico ranked 21 among Asia’s Best Large Workplaces, 2019 by The Great
Place to Work Institute.
 Parachute, Saffola and Hair & Care were featured in ‘The Economic Times
Brand Equity 100 Most Trusted Brands 2018’

12
2.2.1 Products

SaffolaFittify Gourmet, India’s first healthy gourmet breakfast to dinner range

thatcombines the best of health and taste for a slimmer fitter life. The range
consists of Superfood Moringa Green Tea, Green Coffee, Hi-Protein Slim Meal
Shake and Hi-Protein Meal Soup that seamlessly integrates into one’s daily
routine. Crafted by a panel of nutritionists and curated by Chef Kunal Kapoor,
all products come in arange of delectable flavors with the goodness of nutrient
rich plant based superfoods.

At Safrole FITTIFY Gourmet, they believe in adding more nutrition to your food
and more flavor to your life. With this motto, range has been carefully created
bynutritionists and curated by celebrity chef Kunal Kapoor to combine the best
of taste with health for a slimmer fitter life. Healthy-Gourmet is now a reality
with Marico’s most innovative SaffolaFittify gourmet.

Hi-Protein Slim Meal Shake

A healthy and delicious shake scientifically formulated by nutritionists with a

blend of best in class whey and casein protein to support lean muscle build up.
Lose up to 4kg in 2 months in a healthy way

•18.9 g protein and 3.6 g natural dietary fiber

•Created by certified nutritionists and curated by celebrity chef Kunal Kapoor

•With 5 plant-based superfoods - quinoa, moringa, amaranth, buckwheat and

turmeric.

13
•26 vitamins and minerals - 50 percent Daily Vitamin Nutrition
•NO Added Preservatives, NO soy, NO gluten, NO artificial flavor, NO artificial color,

figure2.3HIproteinslimmealshake1

The Hi-Protein Slim Meal Shake is available in 7 delectable flavors namely Swiss
Chocolate, French Vanilla, Cookies & Cream, Coffee Caramel, Royal Kesar Pista,
Pistachio Almond and Alphonso Mango. The Cookies & Cream and Pistachio Almond
flavors in fact have no added sugar.

Hi-Protein Meal Soup

Saffola FITTIFY Gourmet Hi-Protein Meal Soup is a delicious low-calorie meal. This is
a Vegetarian product.
•10x protein vs. Regular soups.
•Up to 70 percent less calories vs. An average Indian meal
•Gourmet soup - created by certified nutritionists and curated by celebrity chef Kunal
Kapoor
•With 5 plant-based superfoods - quinoa, moringa, amaranth, buckwheat and turmeric
•26 vitamins and minerals - 50 percent daily vitamin nutrition.

figure 2.4 HI protein meal soup 1

14
 The Hi-Protein Meal Soup is available in 3 flavors namely Italian Mix Veg, Mexican
Sweetcorn and Spanish Tomato.

healthy Green Coffee

SaffolaFittify Gourmet Green Coffee instant beverage mix. It is a health booster that is
high in antioxidants and helps in weight management. Unlike regular coffee, Green
Coffee isn’t roasted and hence has 3X more antioxidant power which is otherwise
lost in the roasting process. It contains 50% CGA (Chlorogenic acid), a powerful
antioxidant known
to provide several health benefits such as:

figure2.5greencoffee1

•Curated by Chef Kunal Kapoor

•3x Antioxidants
•50% Chlorogenic Acids
•Easy to Make
•Easy to Carry

15
 The Green Coffee is available in 5 flavors namely Classic, Classic Strong, Ginger Basil,
Lemon Mint and Lemongrass Lavender.

SUPERFOOD MORINGA GREEN TEA

Saffola FITTIFY Gourmet – Superfood Moringa Green Tea. They are power packed with
vitamins and minerals. It is a rich source of protein, iron, calcium and vitamin C and has
antioxidant properties.

figure 2.6 moringa tea 1

The Superfood Moringa Green Tea is available in 6 flavors namely Classic, Honey
Lemon, Jasmine, Lemongrass, Moroccan Mint and Royal Kaha.

POWER BREAKFAST RANGE

SUPERFOOD MILLET-UPMA
SaffolaFittify Gourmet – Superfood Millet-Upma. It is Made with the power of 5
Superfood, which are ancient grains well known to be a nutritious source of protein, fiber,
vitamins and minerals.
•30% RDA of vitamin a, vitamin b6, calcium & iron^
•4.6g protein*
•source of fiber*
•no added preservatives
•no artificial flavor
•no artificial colour

16
 figure2.7milletupmapoha1

SUPERFOOD MILLET-POHA

SaffolaFittify Gourmet – Superfood Millet-Poha. It is Made with the power of 5

Superfood Millets, which are ancient grains well known to be a nutritious source of
protein, fiber, vitamins and minerals.

•30% RDA of vitamin a, vitamin b6, calcium & iron

•5.8g protein
•source of fiber
•no added preservatives
•no cholesterol
•no trans fat
SUPERFOOD QUINOA UPMA
SaffolaFittify Gourmet – Superfood Quinoa Upma. It is Made with Superfood Quinoa, it
has up to 50% more protein (than regular Upma), that is known to help build muscle and
give you a power packed start to the day.
A natural source of Protein, Iron and 9 essential amino acids
•Up to 50% more protein vs regular upma
•7.3g protein
•2.1g fiber
•Source of iron & 6 vitamins
•No added preservatives
•No artificial flavor
•No artificial colour

17
 figure2.8quinoaupmapoha1
SUPERFOOD QUINOA POHA
SaffolaFittify Gourmet – Superfood Quinoa Poha has been created by leading nutritionists
with the finest ingredients hand-picked by renowned chef Kunal Kapoor for a delectable
medley of taste and nutrition. Made with Superfood Quinoa, it has up to 80% more
protein (than regular Poha), that is known to help build muscle and give you a power
packed start to the day.
•A natural source of Protein, Iron and 9 essential amino acids
•Up to 80% more protein vs Regular Poha
•8.8g protein
•2.3g fibre
•Source of Iron & 6 Vitamins
•No added preservatives
•No cholesterol
•No trans fat
Cocosoul

figure 2.9 coco soul 1

18
Coco Soul Foods offer a range of products made with a simple formulation and without
any preservatives or artificial flavors. This includes 100% Organic low Glycemic Index
(GI) Coconut Sugar, Coconut Spreads made of 100% natural ingredients without added
sugar, high-protein Peanut Coconut Butter and Almond Coconut Butter made in an
unsweetened form with 100% natural ingredients and high-fibre Coco Soul Coconut
Chips made by only roasting without any frying.

Cold pressed Virgin Coconut Oil

Coco Soul Virgin Coconut Oil is a Superfood which is 100% natural & pure. It
is specifically prepared from fresh raw coconuts through a meticulous No Heat
Process, which helps preserve vital nutrients. Virgin Coconut Oil is one of the richest
plant-based sources of naturally occurring Medium Chain Triglycerides (MCTs).
These MCTs contribute up to 60% of the total fats in Virgin Coconut Oil. Unlike long
chain saturated fats, MCTs get rapidly digested for instant energy release and help in
weight management. The MCTs in Virgin Coconut Oil breakdown into ketones that
support cognition/memory function.

•100 Percent organic, cold pressed, unrefined, virgin coconut oil; Certified organic by
USDA organic
•Is a superfood, with 60% mct energy, a healthy cooking option for your loved ones
•Coco soul is 100 percent pure, vegan, preservative free, gluten free and Non Gmo

Figure2.10 virgin coconut oil 1

19
Coco Soul Infused Coco Soul Virgin Coconut Oil
Coco Soul Infused Coco Soul Virgin Coconut Oil Curry Coriander is made using 100%
natural cold pressed virgin coconut oil infused with fresh curry leaf and fragrant coriander
leaf extract. Expertly curated by Chef Kunal Kapoor, this oil gives off a natural
fresh earthly aroma and flavor of the pure curry leaves and coriander to your favorite
biryani and other spicy Indian dishes. It is cold pressed to preserve vital nutrients, made
with 100% natural ingredients and is a rich source of medium chain triglycerides (MCTs).

It has up to 60% naturally occurring MCTs which get rapidly digested for instant energy
release, aid in digestion and help in weight management. The MCTs in virgin coconut oil
breakdown into ketones that support brain functioning.

1 figure 2.11 infused VCO

Coco Soul Infused Cold Pressed Virgin Coconut Oil Cinnamon is made using 100%
natural cold pressed virgin coconut oil infused with cinnamon extract. Expertly curated by
Chef Kunal Kapoor, it delivers the natural sweet aroma and flavor of cinnamon to your
dishes – a perfect partner as you bake cakes, cookies, desserts or as a top-up for your
shake or smoothie.

Coconut Sugar

Coco Soul Coconut Sugar is natural sugar that is gently prepared from Sap pf coconut. It
is 100% organic and free of pesticides, chemical fertilizers or dyes.

20
Coco Soul Coconut Sugar has a low Glycemic Index (GI) and is rich in Potassium which
makes it a good alternative to refined sugar for your favorite beverages, desserts
or
smoothies.It is also rich in potassium and has small amounts of Calcium and Iron.

figure 2.12 Coconut sugar 1

Coconut Spread

Coco Soul Coconut Spread – Original is a rich, creamy vegan spread made with 100%
natural ingredients: freshly harvested coconuts with the perfect play of sweet n salt. This
delectable indulgence is made in a simple formulation using only coconut milk, coconut
syrup and a hint of sea salt.

figure 2.13 coconut spread 1

Peanut Coconut Butter

21
Coco Soul Peanut Coconut Butter – Crunchy is a rich, smooth vegan butter enhanced with
the goodness and taste of coconut and the delightful crunch of finely crushed peanuts.
This delectable indulgence is unsweetened and made with 100% natural ingredients.Proof
of Purity: Changes in temperature may cause a liquid layer of butter to visibly
separate from the butter. This is natural and does not affect the taste or quality of
the product.

22
 figure2.14peanutandalmondbutter1

Coco Soul Almond Coconut Butter – Creamy is a rich, smooth vegan butter enhanced
with the goodness and taste of coconut. This delectable indulgence is unsweetened and
made with 100% natural ingredients.

It is made with clean, simple formulation of high-quality almonds (85%) and

freshly harvested coconuts (15%) in a carefully curated ratio to deliver health and taste.
The butter is high in protein, contains no added sugar, hydrogenated oils or stabilizers and
that makes it a great alternative to regular butters and spreads.

Proof of Purity: Changes in temperature may cause a liquid layer of butter to

visibly separate from the butter. This is natural and does not affect the taste or
quality of the product.

23
2.2.2 Process & facilities

Driving Retailer Intelligence and Analytics

Started in Bengaluru in 2015, RETINA (Retailer Intelligence & Analytics), a recommendation
engine has been deployed across 13 cities. It helps the Distributor Sales Representative to
identify and focus on the next best Stock Keeping Units (SKU) by suggesting relevant Stock
Keeping Units (SKU) and brands that have been on the shelf for more than 12 months at an
outlet. This simplifies the job of the DSRs on each call and increases their productivity.

Fast-tracking the digital marketplace with e-commerce

Following an upward growth trajectory, the e-commerce industry has transformed the way
business is done in India. Having forayed into this space in 2016, Marico has identified e-
commerce as one of its key focus areas in terms of its distribution channels. With dedicated
efforts to scale up, the e-commerce business has grown 4 times over in the last year. Currently,
e-commerce contributes over 1% to the Company’s domestic business. In some personal care
portfolios, the contribution of e-commerce has been recorded to be as high as 33%. The
Company plans to launch a range of dedicated premium products across categories, which may
be digital-only or digital-first only portfolios.
The2 Company has identified specific channel partners across beauty, food and groceries
segments to help scale our e-commerce business.
The e-commerce business is expected to contribute ~2% of Marico's domestic turnover in
FY19.

Encouraging cross pollination of best sales practices across different markets

After the successful integration of the automated order management system in India, we took
this best practice to Bangladesh. The sales ordering process was rendered seamless with the
help of Order Management, Midas Pro and General Trade Personal Device Assistants (PDAs)
in the local language.
Midas Pro was designed to achieve time-effectiveness by reducing manual interventions in data
management, incentives, schemes etc., thereby leading to better efficiencies such as faster
claim processing and quick order-to-bill process among others.

The order management application automates and controls the primary sales process which
was manual until last year leading to delayed dispatches. This transformation has ensured
process-efficiency in the system along with more time bandwidth for the sales team.

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2.3 Organizational Growth through various parameter over time

Marico Ltd. is one of India’s leading consumer products companies operating in the Beauty and
Wellness space. Empowered with freedom and opportunity, Marico works to make a difference to
the lives of all its stakeholders – its consumers, associates, members, shareholders and the society at
large.

During 2018-19, Marico recorded a turnover of INR 73 billion (~USD 1.05 billion) through sales in
India and other chosen emerging markets of Asia and Africa. Marico has nurtured over 25 brands in
the categories of hair care, skin care, edible oils, healthy foods, male grooming and fabric care.

The India business, accounting for 78% of the consolidated revenues, markets household brands
such as Parachute, Parachute Advanced, Saffola, Saffola FITTIFY Gourmet, Coco Soul, Hair &
Care, Nihar Naturals, Livon, Set Wet, True Roots, Kaya Youth O2, Mediker and Revive that have
added value to the lives of 1 in every 3 Indians. Every month, over 155 million consumer packs
reach consumers through a widespread distribution network of around 5.0 million outlets.

The International business, accounting for 22% of the consolidated revenues, offers unique brands
such as Parachute, Parachute Advanced, Hair Code, Fiancée, Caivil, Hercules, Black Chic, Isoplus,
Code 10, Ingwe, X-Men, Sedure and Thuan Phat, that are localized to fulfil the lifestyle needs of its
international consumers. The Company also exports its products to markets in the Indian-sub
continent such as Nepal, Bhutan & Sri Lanka as well as Indian diaspora markets across the globe.

Marico’s focus on delivering sustainable business and earnings growth has so far resulted in a
healthy shareholder return of 25% CAGR since listing in 1996. This rests on an empowering work
culture fostered by early responsibility and independent decision making that encourages its
members to take complete ownership and make a difference to its entire business ecosystem. As a
result, Marico’s brands are not just bought by consumers; they add value to their lives by
transforming the way they look and feel. The relationships formed with associates go beyond supply,
distribution and retailing; they are win-win partnerships that maximize their potential and the
Company’s bottom-line. The Marico Innovation Foundation doesn’t simply fund social enterprises;
it enables them with innovative thinking and scaling of operations to widen their social impact.

It is this essence that is true to Marico’s culture and unique to its DNA. It is this belief that everyone
at Marico lives by and profits from every day. It is the spirit to MAKE A DIFFERENCE.

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26
 Chapter – 3 TASKS PERFORMED
3.1 Brief Description of the techniques applied

As a summer intern I was working under new business division for these innovative
brands. I was part of engine 2 team. I was working influencer for both the brands. our
Project Objective was to understand customer buying behavior in Modern trade
outlets for premium healthy food products and develop them into actionable consumer
insights to drive sales outcomes.

The project interns were expected to spend time in modern trade outlets, doing
directmarketing for SaffolaFittify and Coco Soul range by Marico. Based on their
interaction with target audience, come up with actionable insights that can help in
accelerating brand adoption by the target consumers. Project interns were also be
assisting in the sales efforts for the brands at assigned Modern trade outlets.

I used to Identify different Sales opportunities for SaffolaFittify Gourmet and Coco
soul in my allocated location. After observing actives in first week I learnt Different
selling methods suit different situations.so on basis of different target group and
situation, I used different techniques to sell product in our gourmet range.

3.1 Techniques Utilized:

FAB Statement
FAB stands for Features, Advantages, and Benefits. A FAB Statement is explaining the feature,
what it does (the advantage), and how that benefits the prospective client.

Features are one of the easier things to identify. These are facts or characteristics about your
business, products, and services. Advantages are what the features do. These tend to be factual,
and aren’t connected to a prospect need. Benefits answer why someone should value the
advantage. It connects the facts about your product to a solution for your customers. This FAB
Statement will connect really well with people

Once I identified various features, advantages, and benefits of all products. I compiled them
into succinct marketing & sales messages. The FAB Statements exercise will help you
connect better with your potential customers.

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AIDA model

AIDA is an acronym that stands for Attention or Awareness, Interest, Desire and Action. The
AIDA model is widely used inmarketing and advertising to describe the steps or stages that
occur from the time when a consumer first becomes aware of a product or brand through to
when the consumer trials a product or makes a purchase decision.

Attention
The first stageof the buying process is making the consumer aware of the product. A
salesperson's job is to catch the prospect's attention well enough so that they can keep the
prospect engaged long enough to whet their interest. Some versions of AIDA refer to the first
stage as "Awareness," meaning that the prospect becomes aware of options.

Interest

To bump prospects up to the second stage, you must develop the potential buyer's Interest in
the product or service. This is usually where benefit phrases come heavily into play. Many
marketers successfully use storytelling in their direct mail approaches in order to get their
prospects interested. If you can raise enough interest then usually you can get the prospect to
commit to an appointment, at which time you can move the prospect further along in the sales
process.

Desire

In the third stage of AIDA, prospects realize that the product or service is a good fit and will
help them in some way. Salespeople can bring prospects to this point by going from
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general benefits to specific benefits. Often this includes using information culled during the
earlier stages which allow you to fine-tune the sales pitch. Keep in mind that there are different
levels of desire. If a prospect just feels a mild need for a product (or perceives it as a want
rather than a need) he or she may decide not to buy right away, if at all.

Action

The fourth and last stage of AIDA occurs when the prospect decides to take the action
necessary to become a customer. If you carried the prospect through the first three stages (and
responded appropriately to any objections), this stage often occurs naturally. If not, you may
need to prompt a prospect to act by using closing techniques.

Cross sell and upsell

Upselling is the practice of encouraging customers to purchase a comparable high-end product

than the one in question, while cross-selling invites customers to buy related or complementary
items. Cross-selling and upselling are similar in that they both focus on providing additional
value to customers, instead of limiting them to already-encountered products. In both cases, the
business objective is to increase order value inform customers about additional product options
they may not already know about. The key to success in both is to truly understand what your
customers value and then responding with product and corresponding features that truly meet
those needs.

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I used to sale quinoa poha/upma and millet poha/upma with higher value products
like HI protein slim meal shake,soup,green teas /coffees. Roasted coconut chips
with cold pressed VCOs, sugar, butters and spread.

The Challenger Sales Model

Identify potential customer

Understand what the buyer wants

Help them, start conversation

make a pitch

close

The Challenger Sales Model is a sales approach in which the seller actively
teaches their prospect, tailors their sales process, and takes control of the
customer conversation.

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3.2 Task Assigned:1

1. Increase the sale of coco-soul and fittify premium healthy gourmet foods.
2. An everyday sampling of coco-soul and fittify product to attract more customer
3. Regular check the stock, if stock is not available then I will order the stock.
4. Motivating another team member and brand promoter.
5. Find out the weakness of competitors and use it as a weapon for POD.
6. I need to update all sales report regularly and make an excel sheet and send it to a higher
authority.
7. Educating our customer about our new product.

Target Achieved:

Month Target (in ₹) Sales (in ₹) Average Sales

April 15000 10611 408
May 15000 9854 379
June 40000 14217 546
July 40000 10900 420

3.3General observations:

 Marico’s schemes are better than its competitors.

 Weekly meeting with team Supervisor and Area Manager for focusing on an area of work
and sales reports.
 Salespersons are there in almost every modern trade outlet, who are responsible for
increasing the sale and placing purchase order if required. 
 Scheme sheet is circulated among company personnel and store manager.
 Special training conducting for the brand promoter.
 Sampling for green tea and green coffee every day in modern trade outlet 
 Major consumers of our products are health-conscious people and majorly working
professional.
 Our product price is very high compared to competitors’ product, so customer purchases our
product when we have an offer on our product.
 To get a good place for positioning Marico FSU we need to maintain a good formal
relationship with the store manager. 

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 Chapter 4: Conclusions
4.1 Summary

 The salesperson or brand promoter plays an important role in increasing sales

in the modern trade outlet.
 Since the product is Premium, the conversion rate will be low.
 Company should focus on Customer Awareness. Since the product range
includes some new and unique product. i.e. Green Coffee, Coconut Chips,
Coconut Spread etc.
 Scheme should be done according to the potentiality of the store.
 While some of the products are performing good, few are unable to make a
stand in front of the existing competitor’s products.
 Brand promoter should have complete product knowledge.

4.2 Gains of the study

 The company will know about the market scenario and demand for the
products at various location. 
 The reviews collected from the interns give a rough idea about the
performance of the products, competitors and their strategies. 
 The company can make changes like pricing and merchandising of the
products in the store. The company can also make necessary changes in
Packaging and variants available. 

4.3 Limitations of the Study

1. People are not easily ready to accept the new product and rely more on the on-
going products.
2. Brand Promoter was not well aware of the product and was not carrying
adequate knowledge.
3. The company can use MBA/PGDM student in a more efficient way of
improving their productivity.
4. Many competitor brands are giving the same product at a lower price.
5. Long travelling time may affect the productivity of the salespersons.
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4.4 Scope of further study:

1. The company can later look for new outlets in different areas and in areas
where leads have been generated.
2. The company need to think more about the offers and pricing strategy
3. Digital marketing also requires for their new product line.
4. FMCG market is vast and it has the potential to grow more.
5. More training and development required for the brand promoter.
6. Marico has their presences in India through the distributors and the can further
provide dealership to expand.
7. Product mix can be enhanced and more variants can be added as per customer
feedback.

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Chapter 5: Recommendations
 Analyzing and identifying major competitors, keeping a record on their
strength and weaknesses and accordingly preparing own strategy.
 Only well-trained persons are to be assigned for Brand Promotion. Must have
the complete product knowledge and can clarify every single doubt customer
is having. 
 Increase the efficiency of the Distribution System. Unavailability of any
product sometimes forces customers to try an alternative product.
 Sampling helps in selling new products. Sampling should be done efficiently. 
 With a wide customer base and a great supply chain system, Marico must try
reaching out maximum potential stores.
 Customer awareness is required, for that Digital Marketing can be used to
reach out specific customer base
 Sampling should be continued for a few more months, but only at the potential
store.
 A brand promoter must have complete product knowledge so that they can
clarify every single doubt of a customer
 Different product packaging can be launched for the higher SKUs as a trial
pack. E.g. Hi-protein Slim Milk Shake.

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BIBLIOGARAPHY/REFERENCES

 https://marico.com/india/about-us/overview
 https://marico.com/investorspdf/Marico_IR_2018-19_for_web_upload.pdf
 https://en.wikipedia.org/wiki/Marico
 https://marico.com/media_pdf/The_Hindu_Business_Line-1_July_2019.pdf
 https://marico.com//media_pdf/Product_Launch_Release -
Hi_Protein_Meal_Soups_and_Shakes.pdf

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