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EXECUTIVE SUMMARY

Increasing foray into various category of food business ITC needs to determine the best way to serve the grocery outlets and build equally strong distribution system that match the long term growth plans of the company in the FMCG business. This report provides a competitive analysis of Sunfeast industry of ITC and its visa--versa Parle and Britannia. The scope of the study is restricted to Jaipur city. The analysis is based on retailer questionnaire. Various parameters such as credit term quality of service, delivery system, knowledge of salesman etc., have been studied. The result brings out Parle as the preferred company, primarily on account high quality of services and consumer demand. The report concluded with recommendation to increase the brand image of the Sunfeast Biscuits. FMCG is an acronym for Fast Moving Consumer Goods, which refers to things that we buy from local supermarket on daily basis, the thing that have high turnover and are relatively cheaper. A major portion of the monthly budget of each household is reserved for FMCG product. The volume of money circulated in the economy against FMCG product is very high. Competition in FMCG sector is very high resulting in high pressure on margins. FMCG companies maintain intense distribution network. Companies spend a large portion of their budget on maintaining distribution network. New entrants who wish to bring their product in the national level need to invest huge sums of money on the promoting brands. Manufacturing can be outsourced. A recent phenomenon in the sector was entry of multinational and cheaper import. Also the market is more pressurized with presence of local player in rural area and state brand. The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$13.1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense competition between the organized and unorganized segments and low

operational cost. Availability of key raw materials, cheaper labor cost and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$11.6 billion in 2003 to US$33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, pressure an opportunity to markers of branded products to convert consumer to branded product. Growth is also likely to come from consumer upgrading in the matured product categories. With 20 million people expected to shift to process and package food by 2010, India around US$28 billion of investment in the food-processing industry. FMCG sector generate 5% of total factory employment in the country and it is creating employment for three million people, especially in small town and rural India.

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ITC BUSINESS PORT FOLIO

ITC

FMCG : Cigarettes and Other Hotels

Agri Business

Paper

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About Sunfeast
'Sun feast ' brands of biscuit owned by ITC group which is amongst major corporate in Indian industry with products ranging from stationery items , paper , hotels , food products and its main stay tobacco . ITC is new entrant to biscuit segment which has been dominated by Parle and Britannia. ITC deep pockets and distribution channels have helped it to make dents in already entrenched market. It claims to have 9-11% market share of organised or branded Indian biscuit market. With competition hotting up with slew of new products and expansion by its competitors and with arrival of new players like Mcvities , Unibic ,GSKB, Pepsi , It plans to counter these developments through various expansion plans for its biscuit division . ITC Foods is investing in research and development projects to launch new variants in Q3 FY 2011. Companys growth strategy is to create new products to fight competition. They are extending their distribution network both in rural and urban India. Their core strategy is to offer quality products at optimum prices. The company has extended its manufacturing capacity by setting up three new biscuit plants in UP and West Bengal. They are sharpening their focus on their supply chain management strategy to enhance product freshness, market servicing and margins. ITC has 14 manufacturing facilities. To promote its flagship brand Sunfeast, ITC is investing in mass media ad campaigns and non-traditional media in Q3 FY 2011.ITC has been able to create a brand with annual revenues of Rs 7 billion (Rs 700 crore). This is 40% of the size of the countrys leading biscuit brand Britannia, and is one of the biggest brand creations that have happened over the last five years within the consumer staples sector. ITC also has plans for setting up a biscuit manufacturing plant at a cost of Rs 70 crore. ITC visualises a 50% growth in the size of the brand over the next two years. ITC has built up a network of 6,000 e-Choupal, or internet booths manned by villagers that offer farmers advice on market and weather trends among other things. This chain, covering 36,000 villages across nine states, helps ITC help buy the best produce and also sell third party products to rural India. Such transactions added up to over Rs 100 crore last year. Sunfeast biscuits grew by 32% in the September quarter driven by products mix improvement with growth in the sales of value-added variants of cookies and creams. Tendular will continue to be the brand ambassador of Sunfeast. Like ITC, Parle Foods is also investing in new product developments to woo new consumers.
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SUNFEAST BISCUIT PRODUCTS

:: Snack food July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sun feasts brand essence, "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand. In a span of 6 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories.
In

Sunfeast Milky Magic

Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a favourite among mothers and kids. Milky Magic has the Magic of 2 - A perfect balance of energy that aids physical strength and mental ability. These biscuits strike the right balance of milk and wheat which helps in an all round development and nurturing of the child.

Sun feast Marie Light Sun feast Marie Light Original: This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day. Sun feast Marie Light Orange: It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all. Sun feast Marie Light Oats: The first of its kind in India, Sunfeast Marie Light Oats is enriched with the goodness of natural wheat fibre and soluble oats fibre.

Sunfeast Golden Bakery Sunfeast Golden Bakery is a premium cookie on an innovative and differentiated platform. Launched nationally in March 2008, these cookies are made from the recipes crafted by the master bakers of ITC Hotels and are slowly baked in the traditional way till they are golden brown and develop the crispy broken crust texture. The Sunfeast Golden Bakery cookies are available in three distinct flavours - Butter-Nut, Butterscotch and Choc-Nut cookies. These products are designed to give consumers a rich & truly indulgent experience. Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Dark Fantasy is more than a biscuit; its a luxurious mix of aromatic cocoa and vanilla. Sunfeast Dark Fantasy Choco Fills

Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from the portfolio of Sunfeast. An exquisite combination of luscious chocolate filling enrobed within a perfectly baked rich cookie outer. An offer that fully epitomizes the brand promise of "Pure Indulgence"

Sunfeast Glucose
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For those light hunger pangs, wholesome & nutritious choices as these golden brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but for adults too. Sunfeast Dream Cream A truly scrumptious range of cream biscuits that have become an instant hit with children. ITCs chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits. Special Flavour Crystals in the Strawberry variant keeps the creamy flavour lingers on.

Strawberry Cream The first of its kind cream biscuit with special strawberry flavour crystals that will keep the creamy flavour linger on.

Bourbon A special delight for all those chocolate lovers.

Orange Cream Experience a tangy twist in biscuits with every Orange cream. Butterscotch Cream Another first, the taste of butterscotch ice-cream in cream biscuits.

Sunfeast Snacky

Bigger than most others in the salted biscuit category, Snacky is light and crispy like no other. From kids to adults, its the quintessential Family Biscuit. Available in two variants, Classic salted and Chilli flakes - the very first of its kind in India. Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness. A bite into one of these one keeps wondering about its taste! Sunfeast Nice

These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness will just go on to make all those nice moments nicer.

Sunfeast Benne Vita Flaxseed Biscuits

If Benne Vita in Italian stands for Good Life, then Benne Vita Flaxseed biscuits just make the good life better. The Flaxseed content in these protein and mineral enriched biscuits are
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rich source of Omega III acids that helps control cholesterol. Flaxseed is the richest plant source of these essential Omega-3 Fatty Acids. It is also rich in dietary fibre, proteins, calcium and other minerals to maintain healthy heart and good gut health. Sunfeast Special ITC Sunfeast presents a range of Special cookies and creams.

Special Cookies: Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked with real butter and the finest ingredients to give a mouth-watering treat that makes every moment special. Available in Cashew & Butter. Special Creams: Delicious value for money cream biscuits with a thick layer of cream sandwiched between two biscuits. Available in Orange, Chocolate & Elaichi variants.

product comparison

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PRODUCTS

COMPETITORS
PARLE, BRITANNIA AND HORLICKS

GLUCOSE

BRITANNIA AND BISK FARM MARIE

BUTTER AND CASHEW

PRIYAGOLD, ANMOL, BRITANNIA AND PARLE

BRITANNIA AND PARLE CREAM

BRITANNIA AND PARLE GOLDEN BAKERY

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OBJECTIVE OF THE PROJECT


To examine comparative service quality across retailer base. To identify factors influencing retailers brand choice. To provide suitable recommendation to enhance brand image of Sunfeast. To ensure availability and visibility of SUNFEASTs biscuits. To develop recommendation for increasing market-share of ITC in biscuit Industry To study distribution practices of the ITC & Contrast with Parle, Britannia and other industries.

In view of upcoming competition and forthcoming challenges in the biscuit market SUNFEAST Biscuit has come out with the various varieties of biscuit such as cream biscuit and also with the biscuit of salty taste. It has positioned itself as a family biscuit among the other biscuit available in the market. SUNFEAST is emerging as a good quality of biscuit in the market. Some other customers are also associating themselves with the SUNFEAST. What is the reason of this, so to find out the real story of SUNFEAST I tried to find out how it has positioned itself? The objective of the project was to Find out how the SUNFEAST biscuit positioned itself at the market of Jaipur

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Research methodology Assumption:


Frequency of DS visits to the outlets- samples have been taken from the normal population. Preference of the brand- samples have been taken from the normal population. Is the DS knowledgeable- samples have been taken from the normal population. DS handlings of the grievances- samples have been taken from the normal population. OTIF- samples have been taken from the normal population. Payment terms samples have been taken from the normal population. Cash- discount samples have been taken from the normal population. Credit-period-samples have been from the normal population. Stock replacement- samples have been from the normal population.

Research design:
This study conducts an exploratory research (both qualitative & quantitative). The primary data is collected mainly through structured questioning with the aid of structured questionnaires & personal interviews conducted with retailers (attached as annexure). This will help the researcher in knowing the actual problems the retailers are going through. Where the company is lagging behind its competitors?

EXPLORATORY RESEARCH

Exploratory research is conducted when one is seeking insights into the general nature of a situation, the possible decision alternatives, and the relevant variables that need to be considered. While conducting our study we used exploratory research, which was flexible and was aimed at identifying all the attributes a retailer might look while comparing ITC with the competitors Britannia and Parle.
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Research method:
We have used both qualitative as well as quantitative research techniques to carry out the research. Qualitative research techniques have been used to find out the retailers opinion and suggestion and satisfaction through in-depth interviews and focus groups. The nature of this type of research is exploratory and open ended.

Quantitative research has been done using the questionnaires have been used to find out the factors where ITC is lagging behind Britannia and Parle. Participants: Kirana stores & general store Departmental store Convenience stores Wholesale outlets

Source of data: Data is primary in nature, collected through surveying and interacting with retail outlets of VKI, VIDYADHAR NAGAR, SHASHTRI NAGAR, BANDHU NAGAR, JHOTWARA, and TATA NAGAR of Jaipur. Secondary data is obtained through internet.

Methods: The communication approach structured questioning i.e. personal interview with the aid of printed questionnaires. The questionnaire feedback has been analyzed.

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QUESTIONNAIRE DESIGN:
Before questionnaire was designed, a pilot test was conducted for at 4 days covering 90 outlets, thereafter the desired questionnaire designed. The questionnaire contains both the close ended and open ended questions. Fixed choices are given to the retailers and they had to select one out of that given choice but along with it open ended questions where retailers were also used in the questionnaire.

SAMPLE DESIGN:
Retailer sample size : 600retail outlets Sampling techniques : convenience sampling

The division between types of outlets is as follows;

Kirana stores & general store Departmental store Convenience stores Wholesale outlets

Time frame:

The data collection was done over a period of 30 days, by visiting various Kirana & general stores, departmental stores, convenience stores and wholesale outlets serviced by ITC.

SCOPE OF STUDY:

The research will help ITC to find out the factors that would help in increasing their net sales & earnings. It will help ITC to review their quality, promotional methods. It will explore the ways to come up as the leader in the biscuit industry.

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LIMITATIONS OF THE STUDY

NO RESPONSE

Out of the total respondents some of them were not cooperative due to which accurate prediction was not possible.
BIASED RESPONSE

the response given by the respondent are assumed to be true however chance of getting false and biased information cant be over look fully.

TIME CONSTRAINTS

The constrain is the big limitation of the study. A comprehensive study could not be made due to paucity of time. All the data and information had to be collected within the limited days.

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DATA ANALYSYS AND INTERPRETATION


Data was collected through visiting and surveying 600 outlets (departmental stores, grocery stores, convenience stores, wholesale outlets ) serviced by ITC in Jaipur. The outlets were covered through distributor KHANDELWAL MARKETING. The objective of the focused data collection was to get a clearer comparative picture.

AREA COVERED Vidyadhar nagar VKI Tata nagar Barea area Shashtri nagar Harmada Bandhu nagar Housing board colony (Shashtri nagar) jhotwara

The area on which the outlet was questioned companies stocks and preferred company availability of products frequency of salesman & grievance handling cash/credit terms weekly/monthly sales stock replacement trade schemes and consumer promotion

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SALESMAN VISIT TO THE MARKET

OTHERS

BRITANIA

PARLE

SUNFEAST

100

200 twice in week

300

400

500

600

once in a week

Out of 600 outlets covered, since outlets were visited with the salesman of ITCS salesman of ITCs WD, so all 600 outlets are visited by the ITCs salesman, and parles salesman visited 567 outlets and Britannias salesman visited 410 outlets. In areas like Tata nagar or Barea area distribution channel Of Parle and Britannia is very poor, if shopkeeper require then they have to purchase from Wholesalers from market.

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Most favored company for retailers

Biscuit co. Sunfeast Parle Britannia 240 285 75

no. of retailers

NO. OF RETAILERS

SUNFEAST

BRITANNIA

NO. OF RETAILERS

PARLE 0 100 200 300

The above data clearly indicate that Parle is most preferred company by the outlets due to the consumer demand and a strong brand image of the company. Sunfeast is closest competitor of Parle and followed by Britannia.

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Is DS knowledgeable?
Biscuit co. Sunfeast Parle Britannia 471 447 365 no. of retailers

NO. OF RETAILERS

BRITANIA

PARLE

NO. OF RETAILERS

SUNFEAST

100

200

300

400

500

A salesperson represent a company while he goes to retail shop, his knowledge is always helpful to reduce grievances of retailers. In percent wise Britannia have high no. of DS who are knowledgeable but in numbers, Sunfeast.

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Grievance handling
Biscuit co. Sunfeast Parle Britannia 412 490 386 no. of retailers

NO. OF RETAILERS

BRITANIA

PARLE

NO. OF RETAILERS

SUNFEAST

100

200

300

400

500

During the survey it was found that as compared to the DS of ITC, the DS of BRITANNIA AND PARLE are more efficient in handling the grievances of retailer. However the salesman of ITC is knowledgeable according to the response of the retailers. A frequent complaint is the result of delay in the delivery and order capturing. There must be a training program for the retailers to improve their knowledge and skills about the product and selling.

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Gap between order capture and delivery


Sunfeast 1 day 2 days 3 days 21 385 194 no. of retailers

SUNFEAST

3 days

2 days

SUNFEAST

1 day

100

200

300

400

The above result shows that SUNFEAST delivery on the same day is for limited shops only but second day has most no. of shops and remaining shops completed on third day.

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Parle 1 day 2 days 3 days 77 397 93

no. of retailers

PARLE

3days

2 days

PARLE

1 days

100

200

300

400

The above result shows that PARLE delivery on the same day near about 77 retail outlets only but second day has most no. of shops (397) and remaining shops completed on third day.

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Britannia 1 day 2 days 3 days >3 days 15 121 142 132

no. of retailers

BRITANNIA
3< days

3 days BRITANNIA 2 days

1 day 0 50 100 150

The above result shows that BRITANNIA delivery on the same day near about 15 retail outlets only but second day has 121 no. of shops and remaining shops completed on third day is 142 and remaining after third day. It is clear that delivery system of Britannia is weak than Parle and Sunfeast.

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Order received on time

no 15%

SUNFEAST
Order on time
yes 85%

No. of retailers 510 90

yes no

no 11%

PARLE

Order on time yes no

No. of retailers 505 62

yes 89%

BRITANNIA
no 19%

Order on time yes no


yes 81%

No. of retailers 332 78

While comparing out of three companies PARLE provided order on time instead of SUNFEAST AND BRITANNIA. SUNFEAST also provided better delivery but need some improvement.

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Payment terms

cash+cre dit 36%

PARLE

cash 25%

Cash + credit Cash credit

162 210 228

credit 39%

cash+cre dit 27%

SUNFEAST
cash 35%

Cash + credit Cash credit

205 142 220

credit 38%

Cash + credit

147

BRITANNIA
cash+cre dit 36% cash 25%

Cash

103

credit
credit 39%

160

Payment terms in PARLE, BRITANNIA AND SUNFEAST are cash, credit and cash + credit both. They make payment term according to situation.

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Factor affecting preference among retailers Factor affecting No. of retailers

consumer demand

270

schemes

210

price differential

30

services

90

SUNFEAST
price differential 5% 15% consumer demand 45%

schemes 35%

Consumer Demand is a major concern ITC must work on it to increase the preference of the retailer as well as the consumer. They prefer consumer demand and schemes.

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Factor affecting

No. of retailers

consumer demand

408

schemes

102

price differential

12

services

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PARLE
price differential 2% schemes 18% services 8%

consumer demand 72%

Consumer Demand of the PARLE is very high so, retailer prefer to keep the stock of the PARLE. Scheme and price differentiation does not matter if consumer is very keen to buy the product.

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Factor affecting

No. of retailers

consumer demand schemes price differential services

270

98

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services 7% price differential 3%

BRITANNIA

schemes 24% consumer demand 66%

Consumer Demand of the BRITANNIA is very high (66%) instead of other relative factors so, retailer prefer to keep the stock of the BRITANNIA. Only 7% retailers impressed with services only.

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Retailers questionnaire
Importance to brand

Brand importance
Very much

NO. OF CUSTOMER
132

252
moderate

low

216

BRAND IMPORTANCE
low 36% very much 22%

moderate 42%

According to customers importance of brand image effect them at a certain level and most of them think about the brand.

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Influensive way

INFLUENSIVE WAY
TV. commercial

NO. OF CUSTOMER
252

72
press advertisement

in store promotion

192

gift schemes

84

gift schemes 14% t.v. commercial 42%

in store promotion 32%

press advertisement 12%

T.V. commercial is most effective way to influence the customers and another Influensive way is store promotion. According to them store promotion makes a good effect in their mind.

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If you dont get your favorite brand what will you do?

ANSWER
Take what the seller gives Ask your next preference Leave the shop

NO. OF CUSTOMER
222 258 120

customer reaction
Leave the shop 20%

Take what the seller gives 37%

Ask your next preference 43%

If customer do not get their favorite product than most of them go for next preference and apart from some of them do not care about the brand they take what retailer provide them and remaining 20% are loyal customers who leave the shop.

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Idea about Sunfeast

ANSWER
YES NO

NO. OF CUSTOMER
474 126

IDEA ABOUT SUNFEAST


no 21%

yes 79%

Out of 600 customers 474 customers know about the product and its quality it shows the
people are aware about the brand, reason behind the consumer awareness is promotional campaign and quality.(replied by consumers)

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Use Sunfeast biscuit (packets)


NO. OF PEOPLE LESS THAN 5 336

BETWEEN 5 TO 7

216

MORE THAN 7

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USE SUNFEAST BISCUIT


7 to 11 8% 5 to 7 36%

5> 56%

56% in 600 customers purchase less than 5 packets and rest of others purchase more than 5. It shows that family involvement is low because they prefer purchasing in more quantity.

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Satisfied with the product quality

ANSWER YES NO

NO. OF PEOPLE 534 66

SATISFIED WITH PRODUCT QUALITY


no 11%

yes 89%

Out of 600 customers 534 customers were satisfied with the quality of SUNFEAST biscuits that no. is quite satisfy and shows the product quality.

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Reaction after price hike


NO. OF PEOPLE Change the brand 132

remain the customer

336

Go for economic one

132

REACTION AFTER PRICE HIKE


Go for economic one 22% Change the brand 22%

remain the customer 56%

If price of the commodity will be increase than most numbers of customers wants to be remain with the brand which shows again the unique quality about the product.

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Who suggests you to buy?


NO. OF PEOPLE Family member 186

friends

78

relatives

102

retailer/dealers

234

WHO SUGGEST YOU TO BUY

retailer/dealers 39%

Family member 31%

relatives 17%

friends 13%

Retailers are most useful in providing suggestion to purchase the product and family and friends have less numbers of percent.

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Next preference brand

BISCUITS Parle-g Britannia Priya gold other

NO. OF PEOPLE 192 156 132 120

NEXT PREFERENE BRAND


other 20% Parle-g 32%

Priya gold 22% Britania 26%

PARLE is most preferred brand for Sunfeast customer due to good image and quality followed by Britannia and Priyagold.
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Ranking
Price packaging promotion schemes advertising availability quality

Parle Sunfeast Britannia

9 9 9

7.5 8.5 8

8 8 8

8.5 7.5 5

10 8.5 7

10 9 7

quality avialibility advetrtising promotion schemes packging Price 0 2 4 6 8 10

britannia parle sunfeast

Here is the list of the biscuit companies which ranked according to their quality, In price segment they ranked all three brands equal weight age. But in packaging they liked SUNFEAST and in advertisement, availability and quality segment PARLE was most preferred brand. Promotional scheme ranked equally. Overall PARLE is satisfying customers more than any other relative brand.

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SWOT ANALYSIS

Strength:
Wide expanded distribution network (Jaipur) Well established image of ITC Regular supervision of market Direct dealing with retailers D&D (Damage and Destroy) policy Quality of Sunfeast biscuits is better.

Weakness:
Gap b/w order and delivery Packaging need more effectiveness No delivery of Dark Fantasy even of high demand Number of available products in retail outlets is very low (varieties of biscuits).

Opportunity:
Still the rural market is uncovered Scope for target oriented sales offers for retailers Dark Fantasy initiated with high demand.

Threat:
Pre-Established Strong Brand image of PARLE Additional discounts and schemes offered by other companies.

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SUMMARY OF FINDINGS Important factors:

Credit System

Promotion

Margin

FOOd
Wastage Distribution Network

Stock out

During this project it was found that most of the retailers were complaining against the supply of the expired stock by ITC WDs. As far as the retailers preference towards the brand is a concern, they favor Parle, solely on the basis of consumer demand.
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Parle and Britannia also give its retailers 1-2% cash discount regularly.

Experience about the working in ITC


ITC uses FIFO method to reduce the wastage of goods due to expiry. They also keep the good on constant move from low sale area to high sale area. The company collects all the expired goods four times in a year, and destroys them. Retailers must return expired or damaged products within six month after the date of expiry. Adjustment for them is done in three month time. ITC provide their retailers with racks, hanger, etc to display the products. The benefits received by the retailer depend upon their sales volume and also the location of their shops. SUNFEASTs sale is just second to the PARLE-G.

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CONCLUSION

The skeleton of distribution system is same for all the companies. Company tries very hard to make a difference at some point to get the competitive advantage. ITC has a very strong distribution network for their cigarette brand and they are using this network to push their new biscuit brand. Credit system also depends upon the position of the product in the market. In the market of Jaipur, Parle is noticeably the leading brand in terms of consumers as well as retailers fondness. With emergence of various players like Parle, Britannia, Priyagold the competition has hard-bitten in biscuit industry these player gives good margin to the retailers.

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Suggestions
Focus more on advertisement as some consumers are not aware of the product Continuous change in its packaging style Retailers should be provided some attractive schemes. Schools should also be targeted for making awareness among the kids because they are also consumer. Improvement needed on regular supply. POP and display activities should be on regular basis. There should be training for salesman to make more aware about the product. Retailers should be provided with a helpline no. so, that they can solve their problems. Cash discount should be given to the retailers to encourage cash payment. Need enough stock to fulfill retailers demand. Need to avail more variety because Sunfeast has more varieties but in retail stores there are limited varieties only. Timely and proper follow-up should be there in market by sales team. The company should start the very heavy advertising campaign so that it is easy for them to differentiate with other biscuits available in the market.

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Work Process

To get rid of old stock being delivered ITC work upon setting manufacturing unit near Jaipur which will make stock reach the market soon and will also reduce dissatisfaction level among the retailers as well as consumers against expired stock. D&D tracking should be undertaken for retail outlets also. This would help to ascertain outlets where stocks are not moving and also help to understand the stock trend for particular routes. Display space should be purchased because most of the outlets complaints that company does not provide display and Parle and other company provides so we sell their product. The high visibility of Sunfeast must be ensured.

For retailers

Retailers think about the GMROI (Gross margin return on investment) and
they promote the brands which provide them highest. They expected return in the form of profit margin, company schemes, window display and references of the shop. Among these, company scheme make the difference and are highest source of motivation after profit margin.

There is a greater need to understand the retailers behavior considering them


as a team working for the company may help them to attach with the company. There should be feeling of belongingness to the company in inner of the retailers. Selling values club for retailer so that they may exchange views with the company and help in understanding consumer behavior.

New promotional schemes should be introduced to attract more retailers &


encourage them to move forward our brand to consumer.

Cash discount should be given to retailers to encourage cash payment.


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Credit period should be flexible. Occasional discount: The Company may go for occasional discount offers or
price off especially during festival.

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Bibliography
Reference book Kotler & Keller, Marketing Management, Pearson Publication, 13th Edition C.R Kothari, Research Methodology, New Age International Publishers, Revised Second Addition, 2008 Marketing Management- Swami Radha / Kumari Nama , 2007 edition

Website www.itcportal.com http://www.itcportal.com/sets/food_frameset.html http://managementfunda.com/tag/sunfeast google.com scribed.com mangementparadise.com www.kitchen.sofindia.co.in

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RETAILER QUESTIONNAIRE
Outlet Name _______________________________ Date________________ Location ___________________________________ 1. Which Biscuits company do you stock ? ITC PARLE BRITANNIA 2. Which is your most favored company? ITC PARLE

BRITANNIA________

Why (Give triggers:- Consumer demand, Scheme, price difference etc.) ____________________________ 3. How often does DS Visit you? ITC Once a week PARLE Once a week BRITANNIA Once a week 4. twice a week thrice a week More than thrice twice a week Thrice a week More than thrice

twice a week

thrice a week

More than thrice

Is The DS knowledgeable? And able to answer all your queries? ITC Yes No PARLE Yes No BRITANNIA Yes No

5. Does DS Redress your grievances satisfactorily? ITC Yes PARLE Yes BRITANNIA Yes No

No

No

6. What is the time gap between order capture and delivery? ITC 1 Day BRITANNIA 1 Day PARLE 1Day 2 Days 3 day > 3 Day 2 Days 3 day > 3 Day 2 Days 3 day > 3 Day

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7. How is the order delivered to you? ITC Hawker PARLE Hawker BRITANNIA Hawker Delivery Van Other_______ Delivery Van Other_______ Delivery Van Other_______

8. Are there any companys products being carried by DS/delivery van? Yes No If yes then which product ________________. 9. Are your order always received on time? ITC Yes PARLE Yes No BRITANNIA Yes No

No

10. What are the payment terms? ITC Only Cash PARLE Only Cash BRITANNIA Only Cash Only Credit Cash + credit Only Credit Cash + credit Only Credit Cash + credit

If cash, do you get any cash discount? Yes No If credit then what is credit period? 1 Week 2 Week 3 Week

> 3 Week

11. Do the companies do any stock replacement? ITC Yes PARLE Yes No BRITANNIA Yes No

No

If yes the what are the replacement norms__________________

12. How do you manage your stock out? 49

Contact to DS Contact to WD Other__________ How long does the replenishment take? __________________________ 13. What is your monthly sale of? ITC _____________________ Hul _________________ PARLE____________________ BRITANNIA ___________________ 14. What is margin you receive ? ITC____________________ Hul________________ PARLE___________________ BRITANNIA __________________

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QUESTIONNAIRE (FOR CUSTOMER ONLY) NAME: AGE: SEX: ADDRESS: Q1 How much importance do you give to a brand name when you purchase biscuits? a) Very much b) Moderate c) Low Q2 which purchase factor influences you the most when you buy a biscuit? a) TV. Commercial b) Press advertisement c) In-store promotion d) Gift scheme Q3 if you do not get your favorite brand what will you do? a) Take what the retailer suggests b) Purchase your next preference c) Leave the shop Q4 Are you aware about SUNFEAST biscuits? What type of quality and taste these brands have? a) Yes b) no c) could not say Quality a) Very Tasty b) good c) not so good Q5 Do you consume Sun feast biscuits? If yes, what is the quantity you consume monthly? a) Less than 5 b) between 5-7 c) above 7- 11 Q6 which brand of biscuits do you use and why (give reasons)? .. . Q7 Are you satisfied with the product quality of the biscuits you consume? a) Yes b) no Q8 If the price of the Sun feast biscuits goes up while the price of the other biscuits Brand remains the same, what will be your purchasing decision? A) Change the brand b) Remain the customer of Sun feast c) Go for economic one Q9 Mark on the degree of 10 among the following 6 attributes based on the importance they have in your purchasing decision? Attribute Points (Brand name) SUNFEAST 1-Price 2-Packging 3-Promotion schemes 4-Advetrtising
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5-Availability 6-Quality Q10 Who suggested you to buy Sun feast biscuits? a) Family member b) Friends c) Relatives d) Retailer/dealers e) Your own decision Q 11 for whom you buy Sun feast biscuit? a) Self Consumption b) Family Consumption Consumption

c) Guests

Q12 what is the amount incurred by your family in a month, on SUNFEAST biscuits? a) Less than 50 b) between 50-100 c) above 100-150 Q13 How many family members consumes Sun feast biscuits? a) 1 b) 2 c) 3

d) 4 and above

Q14 what is your next preferred brand biscuit if Sun feast is not available? A) Parle-G B) Britannia C) Priya Gold

Q16 any feedback you wish to give to the company? .. ..

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