A STUDY ABOUT THE MARKETING SURVEY ON ANIL FOODS

By
SUJITH A
Reg. No – 820921631065

Of
Gnanam School of Business, Thanjavur
INTERNSHIP REPORT

Submitted to

FACULTY OF MANAGEMENT SCIENCES

In partial fulfilment of the requirements for the

Award of degree
Of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY, CHENNAI

SEPTEMBER 2022
 BONAFIDE CERTIFICATE

This is to certify that the report titled MARKETING SURVEY ON ANIL FOODSis a
bonafide work of Mr.A.SUJITH who carried out internship in ANIL FOODS from
01.08.2022 to 31.08.2022 .

Signature of the supervisor Signature of the Internal Examiner

Signature of the Director Signature of External Examiner

 ACKNOWLEDGEMENT
First, I would like to thank Mr .Arun ,Marketing Head, of ANIL FOODS for
giving me the opportunity to do an internship within the organization. I also would
like all the people that worked along with me ANIL FOODS with their patience
and openness they created an enjoyable working environment. It is indeed with a
great sense of pleasure and immense sense of gratitude that I acknowledge the
help of these individuals. I am highly indebted to my college for the facilities
provided to accomplish this internship.
I would like to thank my guide Prof.S. Saravanan for his constructive feedback
throughout my internship. I would like to thank Dr.B.Issac Jhonny, College
internship coordinator for their support and advices to get and complete internship
in above said organization. I am extremely great full to my department staff
members and friends who helped me in successful completion of this internship.
 TABLE OF CONTENT
SERIAL CONTENTS PAGE
NO NO
Chapter-1.0 SECTION-1

1.1 Executive Summary 1

1.2 Overview 2

1.3 About the Industry 2

1.4 About the Company 2

1.5 Product Offering 3

1.6 Organization Structure 5

1.7 4p’s 6

1.8 Five Force Model 6

1.9 Product Life cycle 7

1.9.1 7’s Framework 8

Chapter-2.0 SECTION -2

2.1 Customer Segmentation, Targeting and 10

Positioning
2.2 Marketing Mix 11

2.3 SWOT 14
 2.4 Product Market Growth Strategy- 16
Ansoff
2.5 BCG Matrix 17

Chapter-3.0 SECTION-3

3.1 Summary of Market Survey Internship 20

3.2 About the Product and Service 20

3.4 Achievements 20

3.5 The numbers achieved 20

3.6 Learning 20

3.7 Conclusion 21
Executive Summary

During my internship I had gained more knowledge about the how to do the field survey
and collect the value information regarding the study which is more important in the
study. By going through all the Grocery stores ,Department stores and Supermarket etc.
and collecting feedback from them about the company
I have also gained the knowledge on how to approach with owners of the stores . The
reports start with the basic introduction about the survey. The next part of the section is
that comprises of Five force model, Product life cycle, Marketing Mix, SWOT(Strength,
Weakness, Opportunities, Threats) BCG Matrix Analysis and 7’s Framework that
touches up onto the Store followed by findings and recommendation on critical factor
regarding Anil products.

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INTRODUCTION

OVERVIEW
To get the information on the distribution and the customer preference about the Anil
products. Mainly we need to get the information on the sales representative is visiting
the shops regularly and what are all the products that made the customer to buy again
and again. To check whether the margin of the products that satisfies the shop person.
For this all we need to communicate with them in their language and understand their
situation

ABOUT THE INDUSTRY

After more than three decades of association with the food industry, today, ANIL has
presence across South India, there are 20 manufacturing plants. Our first set of
manufacturing units inaugurated in 1984, is located in Dindigul. This division is one of
the largest manufacturers of high quality vermicelli, rice flour and many more products
of ANIL. We strive to create economic opportunities for thousands of people through
our factories that support sustainable and hygienic methods of food production which
goes into the markets with the brand name ANIL. There are 75+ people working for the
corporate ANIL and 1450+ people contributing to the factory workforce. Our ANIL
family now exceeds 1500 dedicated workforce who work with a single minded mission
to deliver nourishment to millions of families. How much so ever the demand be, we
promise safe and secured delivery of products within 24 hours to our dealers. This “in-
one-day-product-delivery specialty” of ANIL has been instrumental in building a long
lasting relationship between the company and the dealers. Through these state of art
factories and committed workforce, we at ANIL are aiming for 100% penetration in
every household of India in the next few years through our trusted products.

ABOUT THE COMPANY

Anil is a leading Indian FMCG company with interest in varieties of healthy Indian food
choice. Our focus is to nourish people’s lives by offering a wide range of convenient,
delicious and affordable food products for the entire family to enjoy a balanced healthful
diet.
ANIL, as the master brand for varieties of vermicelli and flour, has been an ethical food
industry leader since 1984. Presently, there are 20 state of the art factories located in and
around south India producing high quality products. By delivering best products holding
ourselves responsible and accountable, we have earned the trust of millions of families
across generations.
Health is a state of complete harmony of mind, body and soul. Eating nutritious food is
vital to achieve this harmony. Our products have been instrumental in enriching millions
of lives across Tamil Nadu, Karnataka, Andhra Pradesh, Kerala, Andaman, Mumbai,
Dubai and Singapore for over three decades.

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Products:

PRODUCTS COMPETITORS

VERMICELLI SAVORIT

ATTA AASHIRVAAD

FLOUR AACHI AND KRISHNA

NOODLES MAGGI,YIPPEE AND TOP RAMAN

APPALAM SIVASAKTHI AND POPULAR

SALT TATA AND LOCAL PRODUTS

RUSK BRITANNIA AND LOCAL PRODUCTS

RAVA NAGA AND ELLITE

FRIED GRAM HORSE

Table 1.1

3
Figure.1.1

4
 Organization Structure

Chairman

Manager

Marketing Head Human Resources Head Finance Head

1. Timing
2. Safety
3. Daily report
4. Conference Call
5. Weekly report
6. Final report

Timing:
• 9.00 am to 5.00 pm

Safety:
• Wearing mask, using sanitizer and bike helmet.
• Maintaining the distance with the shop person.

Daily report:
• Daily feedback about the survey of the specified location.

Conference Call
• Week end we all discuss about the next week target with our Marketing head.

Weekly report
• Positive and negative feedback from the shop persons from the whole week of the
survey and maximum selling products will be submitted through word document.
Final report
Preparing the data sheet in excel format which includes
1. Shop name
2. Phone number
3. Location
4. Most selling products
5. Competitors
6. Feedback from the shop persons

5
Marketing head:

The role of the marketing head is to collect the records from us and giving to the sales
department for the analysis purpose. And guide us how to collect the data with
questionnaires which he send to us in the beginning. He will be much interacting with us
throughout the survey.

4p’s:

Product: In Anil foods they are having overall 39 products but the analysis says only few
products are moving good.

Price: The price of all products are slightly higher than the competitors pricing and also
drastically increasing in price level in different location.

Place: If the agency located in the particular area which covers most of the villages can
have high on sale and the delivery will happen as soon as possible.

Promotion: In the level of promoting the products will help the shop person as well as the
customer can get awareness about the products.

Five Force Model

Fig1.2

Competitve Rivalry
The competitor for Anil Foods is Naga, Savorit, ITC, Aachi and Local Brands. In the
competitors also having different types of products compared to Anil .

Threat on New Entrants

There is lot of local brands are selling their own products its direct threat to Anil foods.
Buying behavior of consumer mindset will be changed

6
Power of Suppliers:
A power of suppliers is an employee only. This Store employee curiosity to sell the product
to customers. And to communicate and interact friendly to sell the product. And employee
must be know our product and brand and size arrangement and offering price and to large
to sell the quantity to customers. And easily to attract the customer also. A power of supplier
is more important think is WORD OF MOUTH. This is the major role of the suppliers. The
customer easily to identify the employee names because to friendly manner to behave the
customer.

Power of Buyer:
A power of buyer is a customer only. This Store customer are regular and new customer
also. The customer is easily in shop because the display manual is very clearly and easily
to took the product and attractive colours also the front display manual on this store. So the
customer is more attract to purchasing the garments. And also increasing the
PURCHASING POWER of customers.

Threats of Substitutes:
In the substitute means the availability of extra stock on occupied on the ware house. The
Availability product promos on this particular brand . It is an Major threat on the substitutes.
The customer buys the product the product availability of the stock and lot of damaged
products are received by retailers its really a big threat.

Product Life cycle:

Figure 1.3

Launch:
Anil foods launched the first product in the year of 1984. In the early stage they produced
as vermicelli and market with the help of Posters advertising, Radio advertising.

7
Growth:
In the growth stage is an sale on the product and customer willing to buy this Vermicelli
and ATTA. In their products to reach high quantity and rapid growth stage of this product.
Advertising through Radio and Television the brand are also the growth stage of the
consumer mind

Maturity:
In the maturity stage is highly sales on that product high Quantity. In Anil foods Store all
type of vermicelli highly sale on this store to compare the other local brands and also the
high quantity with lower price but customer willing to buy this product . Peoples are
affordable to pay so the demand always stay in maturity level.

Decline:
In the decline stage will be no sale on the product. In the Anil foods some of the products
out of 37 are not selling well its attained each level but not stable because of some local
brands are come into the market.

7’S Framework

Figure 1.4
Strategy:

➢ Understand competitors
➢ Understand customers and stakeholders
➢ Gather customer feedback
➢ Measure market dynamics
➢ Market trends

8
 Structure:
In the store structure is divided in to a hierarchy basis.

Chairman

Manager

Marketing Head Human Resources Head Finance Head

This are the hierarchy in our company. But for our work we are need to get the shop persons
view towards the product.

Systems:
Market survey means a collection of first-hand data from customers, vendors, stakeholders,
or the general public. Market surveys are usually conducted to gather data so that better
marketing, growth, and product decisions can be made.

Shared Values:
Giving priority to the shop person is the first value for our market survey. The values in
learning from the person will be much helpful in our questionnaire and also it will be in the
form of what we all learnt from the product categories. Finding the high sales in the product
will bring the data in the clear form.
Style:
We need to communicate with them in the way that each and every person can understand
from us. The main thing that we have used so far is communicating with them in Tamil. We
will respect them first and then we will start our conversation with them.
Staff:
There is only the shop person and their employees. We mostly talk with the shop person.

Skills:
• Patience
• Ability to face in real time
• Analyze the current market trends
• Communication skill

9
 Customer Segmentation, Targeting and Postioning:

Figure 1.5

Segmentation
A Segmentation Process of anil foods was to reach the product in a traditional way and .
Few type of segments are Vermicelli, flour, Rava and Noodles

Targeting:
In the store targeting the all types of customers targeted the store. And this products are
targeting Both rural and urban cities all over India.

Figure 1.6

Positioning
In the store the positioning to maturity stage on the Tamil Nadu . Many of the customers
willing to buy the high quantity vermicelli. And also it leads to customer satisfaction. In the
store started on 2018 and now the 2022 huge victory on this all over regions. Prices also
low if the people buy vermicelli or Atta only buying Anil brands.
➢ Anil ATTA are good example of positioning
➢ Anil Vermicelli

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 Figure 1.7

Marketing Mix

Figure 1.8
Product:
Overall products:

VERMICELLI
➢ Rice vermicelli
➢ Thinaimillet vermicelli
➢ Ragi vermicelli
➢ Lemon Vermicelli
➢ Roasted Short Vermicelli
➢ Varagu Millet Vermicelli
➢ Wheat vermicelli
➢ Payasam vermicelli
➢ Maize millet vermicelli
➢ Tamarid vermicelli
➢ Kambu vermicelli
➢ Instant vermicelli
➢ Long-out vermicelli
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FLOUR
➢ Idiyappam flour
➢ Kozhukattai flour
➢ Murukku flour
➢ Ragi flour
➢ Rice flour
➢ Maida flour
➢ Wheat flour
➢ Wheat poori flour
➢ Varagu dosa mix flour
➢ Ragi flour
➢ Maize flour
➢ Thinai flour
➢ Kambu flour

NOODLES
➢ Noodles
➢ Hakka noodles

RAVA
➢ Roasted rava
➢ Samba rava

APPALAM
➢ Appalam
➢ Baby Appalam

SALT
➢ Crystal salt
➢ Free flour salt

ATTA
➢ Chakki fresh ATTA

Other products
➢ Fried Gram
➢ Rusk

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Prices:

PRODUCT PRICES

➢ Rice vermicelli Starting at Rupees 52

➢ Thinai vermicelli
➢ Ragi vermicelli
➢ Lemon Vermicelli

➢ Idiyappam flour Starting at Rupees 40

➢ Kozhukattai flour
➢ Murukku flour
➢ Ragi flour

➢ Noodles Starting at Rupees 100-240

➢ Hakka noodles

➢ Appalam Starting at Rupees 80

➢ BABY Appalam

➢ Chakki fresh ATTA Starting at Rupees 61

Starting at Rupees 10
➢ ANIL Rusk

Table 1.2

Place:
MANNARGUDI (NEEDAMANGALAM , THIRUVARU ROAD, ULLIKOTTAI, VADA
SERI, THANJAVUR ROAD, THIRUVARUR ROAD ,PAMANI, IDAYAMELLUR.
Promotion:

➢ Advertisement
➢ Radio Advertisements
➢ Posters in every shop

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Personnel:
➢ Selling high quantity and quality of the products to the customer

SWOT Analysis

Figure 2.0

STRENGTH:
Strengths describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance sheet, unique
technology, and so on.
WEAKNESS:
Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive

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OPPORTUNITY:
Opportunities refer to favorable external factors that could give an organization a
competitive advantage
THREAT:
Threats refer to factors that have the potential to harm an organization

SWOT ANALYSIS OF ANIL FOODS

STRENGTH WEAKNESS OPPORTUNITY THREAT

➢ Brand ➢ In Some ➢ Improve the ➢ Distribution

position on cases the sales at same problem
consumer retailers prices
mind received lot
of damaged
products
➢ Low prices
at high ➢ No return on ➢ Lot of ➢ Lot of local
quality expiry EXPORT brands are
products opportunities circulated in
market
➢ Build a ➢ Not give
loyalty proper GST ➢ Perfectly ➢ Damaged
among invoices place their products will
retailers as Brand not received
well as position and by customer
whole follow
sellers traditional
way
➢ Perfect ➢ Lack of ➢ If Quantity
clarity distribution war will ➢ Lack of
about happened Logistical
market Anil will problems for
values become a dispatching
market leader products
in Food
products.

Table 1.3

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Product Market Growth Strategy – Ansoff Matrix:

Figure 2.1

Market Penetration
In the process are increase the sale in the existing product in this store.it helps to the sales
and increase the quantity on the Store.

Market Development
In the process are increase the customer and sales the product. And also focuses on the
new market and new customer to be satisfied on this customer. To create a more products
in a traditional way and display on it.

Product Development:
In product Development to introduce and launching the new Products will be tested on
own factory before it get distribution

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 BCG Matrix

Figure 2.2

Stars:
In the star process to be in the store rapid growth and development to sales and
promotion. In the Anil foods already growth and development in the Southern India.
Because many of the loyal customers willing to buy this product and also the employee
communication and interaction also.
Questions:
The starting process of selling products in high growth with minimum margin. It needs
a great deal of cash to increase market share. The strategy is to either use the cash to
invest heavily in gaining market share, acquire competitors or drop the SBU at all

Cash Cow:
A Cash Cow produces more cash then it requires to grow and hence, the name. The
product is in a low growth market but has a dominant market share. The best strategy is
to maintain the market share by being a price leader and making technological
improvements. The excess cash generated can be used by other products in the portfolio
where large investments are required.

Dog:
A Dog has a low market share in a low growth market. Some of the products like Rusk
and fried gram has low share and low growth.

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ANILS
Marketing:

Fig 2.3

BTL-Before The Line

ATL-After The Line

18
BTL:
In the process of marketing the store only to advertising posters in the market. This is a
Local advertising process
ATL:
In the process like the company to advertising about the product in the market. Itslike all
over in Radio, newspapers online website and social media also.

Figure 2.4

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 Core Activity of Internship

3.1 Summary of Internship:

My Experience:
➢ In the marketing survey travel to long distances and meet the retailers and whole
sellers to knew about their problems about the brand and what are the
requirements needed to sustain the market will be analyzed.
➢ To understand the importance of data and how the data will be replicated convert
to information.
➢ Brand position will be most important in consumers mind. We cant create a
proper position it will lead to a fail in the markets.

About the Product and Service handled:

➢ Every day going to meet the retailers and asking the information and also some
customers what they thing about the products some of customers told it’s a very
tasty and crispy at lower cost.
➢ Some customers are told not in previous taste of vermicelli, Maida and noodles.
In my perception product was facing some issues but overall quality and Quantity
wise good, Service only face lot of problem but soon they can fix it.

About the role in the organization:

➢ The role of the organization is marketing survey analyst to identify the
competitors brand an how their selling products will get the proper report and
send to the organization.

Achievements:

➢ Overall target was to reach 200 shops in my region almost complete 150 shops
and report to the company

Outcomes and learning :

➢ Outcomes and learning is the lot of ideas and retail business how to sell the
product and how to treat the customer and customer wants to be identified and
mostly people buying behavior will be analyzed .
➢ Understand the market and analyses the product life of each product.

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Conclusion:
The whole internship I am happy to interned to the Anil foods specially in
marketing because of meet lot of retailers and get the data from various regions their
share the problems in retailing and how we overcome. This internship will very useful
to create a Thesis report on competitive analysis in FMCG products.

References:
https://www.theanilgroup.com/

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