Internship Report

On
‘Sales and Marketing’
At
Bikanervala Snacks Pvt. Ltd.

Submitted in partial fulfilment of the requirement for the award

of the degree of Bachelor of Commerce

Under the guidance of:

Mr. Sachin Kumar Gupta
General Manager at Shivansh Enterprises

Submitted to:
Teacher Supervisor: Dr.Madhumita Gupta
Assistant Professor: Commerce

Submitted by: Preeti Yadav

B.com 5th Sem.
Roll: 2110492010034
Maharaja Bijli Pasi Govt. P.G College Lucknow
Department of Commerce

Maharaja Bijli Pasi Govt. P.G College

(University of Lucknow)

Lucknow
 Declaration

I, Preeti Yadav , the undersigned, solemnly declare that the

reportof the project work entitled “Sales and marketing” is based
on my own work carried out during the course of my study under
the supervision of Mr. Sachin Kumar Gupta.
I assert that the statements made and conclusions drawn are an
outcome of the project work.
I further declare that to the best of my knowledge and belief that the
project report does not contain any part of any work which has been
submitted for the award of any other degree/diploma/certificate in
this University or any other.
I declare that this report is uniquely prepared by me and the
formulation presented in this project is true and to best of my
knowledge.
I also confirm that the report is only prepared for my academic
requirement and not for any other.

Preeti Yadav (B.com IIIrd Year, 5thSem)

Roll No. : 2110492010034

Maharaja Bijli Pasi Govt. P.G College

Lucknow

1
Offer letter pg 2

2
Certificate pg 3

3
Sr. Contents Page No.
1. Offer Letter 2

2. Certificate 3

3. Preface 5

4. Acknowledgement 6

5. Certificate by Mentor 7

6. Internship Details 8

7. Introduction to Company 9-10

8. Products 11

9. Company Data, Financials 12

10. Advertising 13-18

11. Manufacturing 19-21

12. Brief history 22

13. Distribution channel 22-24

14. Key Learnings from Internship 25-28

15. Experiences, working area, Challenges faced 28-31

16. Conclusion 32

17. 27-30

18. 31-34

19. 34-37
20. Conclusion

4
 Preface

This Report has been prepared as a part of my Assignments under the

partial fulfillment for the degree of Bachelors of Commerce. The
report is prepared with the view to include all the details regarding
the project that I carried out.

The Initial portion is the description and study of sales and marketing
the snack industry, its history and its current scenario and how the
snacking industry has taken a huge boom.
I have precisely demarcated all the important points. I have made my
best possible efforts to remove all the errors.

I must thank the almighty for this inspiration and guidance as well as
my parents, teachers who directed me to complete this project file.
Thank you.

5
 Acknowledgement

The internship opportunity I had with Bikanervala was a great chance for
learningand 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 thus opportunity to express my deepest

gratitude and special thanks to Mr. Mayur Gupta (Manager at Radhey
Marketing) who in spite of being extraordinarily busy with his duties, took time
out to hear, guide and keep me on the correct path.

I express my deepest thanks to Mentor Dr. Anamika for taking part in

useful decision and giving necessary advices and guidance.

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

gratitude to Dr Priyanka Mazumdar (project report in charge) and college staff
for their careful and previous guidance which were extremely valuable for my
study both theoretically and practically.

I am also very thankful to my parents for their support as this opportunity is 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 future.
Preeti Yadav
B.com 5th Sem
6
 Certificate by Mentor

This to certify that the report of the project submitted is the outcome of the
project work entitled Sales and Marketing carried out by Preeti Yadav bearing Roll
No: 2110492010034 Carried by under my guidance and supervision for the awardof
Degree in Bachelors of Commerce at Maharaja Bijli Pasi Govt. P.G College
Lucknow

To the best of the my knowledge the report

i) Embodies the work of the candidate him/herself,

ii) Has duly been completed

iii) Fulfils the requirement of the ordinance relating to

theB.Com degree of the University and
iv) Is up to the desired standard for the purpose of
whichis submitted.

Signature of the Mentor

Maharaja Bijli Pasi Govt. P.G College Lucknow

7
 Internship Details

Student’s Details:

Name: Preeti Yadav

Course: B.com. 5th Sem
LU Roll No.: 2110492010034

Company Details:

Company name: M/s Shivansh Enterprises

C/o Mr. Mayur Gupta

Contact number: 8303704956

8
 Introduction to Company

To start with, as a part of the curriculum, an Internship programme

was to be conducted for a period of one month and one was allowed
to choose the field in which he/she was interested to work as an
Intern. As my interest and curiosity was on Marketing and Sales, I
chose to work with an Indian multinational sweets, snacks and
restaurant company named Bikanervala .
I chose this company because here I can explore myself and know
about all the different aspects of Sales, Marketing and Inventory
Management since it is a well-established company and the growth
of the company is booming with every passing day and expected to
grow more.

About The Distributorship:

I was glad to work as an Intern in the company’s Distributor under

the name M/s Shivansh Enterprises, c/o Mr. Mayur Gupta under
theesteemed guidance of the Manager Mr. Sachin Kumar Gupta.
I’d also like to thank Mr. Sachin Kumar Gupta who helped me
through all thedaily chores of the firm allotted to me and also
ensured Utmost perfection in all tasks done by me like Marketing,
Billing, Inventory Management and such.

9
To begin with,

Bikanervala was founded in 1950 by Kedarnath Agarwal , fondly

known as LalJi in his household; as a retail sweets and namkeen
shop in Bikaner, Rajasthan.
In order to drive expansion, the company's first manufacturing plant
was started in Delhi.It was established in Delhi almost 7 decades ago.
The brand is now worth rupes 1300 crore (US$178 Million).It was
one of India’s largest restaurant chain with 150 loacations both in
India and globally.
The company has manufacturing plants in wide variety of locations
such as Nagpur, New Delhi, Gurgaon, Hooghly, Rudrapur and Noida.
In 1950 two members(brothers) of the Aggarwal family Lalji & Kaka
Ji(Kedarnath Aggarwal) family moved to Delhi to explore new
avenues for expanding their traditional business. Initially the
Aggarwal brothers set up a stall in Chandni Chowk by the name of
Bikaner Bhujia Bhandar in Paranthe Wali Gali. In the 1960s, they
increased their line of products by including more varieties of
traditional sweets and namkeens, and opened several shops as
Bikanervala in prominent parts of Delhi, including Karol Bagh. The
present Managing Director of Bikanervala Foods Pvt Ltd, Shyam
Sundar Aggarwal, joined the family business in 1968. Then 16, he had
just finished high school. Learning the art of making sweets from his
father. In 1980s, when the western fast-food pizza entered the
Indian market, Aggarwal realized that there was scope to explore
more Indian products thus Bikanervala opened several outlets in
various parts of the country. In 1988, to take the brand globally, they
launched Bikano to sell sweets and namkeens in air-tight packaging.
In 1995, Bikanervala entered into an exclusive agreement to produce
namkeens for PepsiCo’s brand Lehar, opening a new plant in
Faridabad, Haryana.

10
.

Products

Bikanervala has over 83 products. Its product range includes

traditional namkeens, western snacks, Indian traditional and
contemporary Sweets, cookies, sherbets, and pickles.
Products such as Gulab jamun and Bikaneri Besan Bhujia and
Poppadum (Papad) are popular. The company also produces ready-
to-eat food products like Mathri, Murukku, Chakoli, Chola-Chawal
and many such. The production of potato-based foodswas enabled
by the importation of machinery from United States designed for
these purposes.

Bikanervala products are marketed at various retail locations such as

bakeries and confectionery stores, among others, and also on various
commercial websites and Packaged Food Delivery platforms like
Amazon Fresh ,Swiggy Instamart and Blinkit.
The company also deals in Small One-Serving packs of its Namkeens
and Chips @ Rs. 5, Rs. 10, Rs. 20.

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 Company Data / Financials

Founder:
Kedarnath Agarwal (Lal Ji)

Year Founded: 1950

Origin: Bikaner

Headquarters: Delhi, Uttar Pradesh, India

Company Type: Private Limited

Market Share: 20%

Net Worth: Rs. 1300 Crore.

Products :
Snacks, sweets, beverages, frozen foods, potato chips

Annual Revenue:
500cr (USD 5000 million) (2022)

Net Income / Profit:

663.4 Crore (March 2022)

12
 Advertising

Advertising is the practice and techniques employed to bring attention to a

product or service. Advertising aims to put a product or service in the spotlight
in hopes of drawing it attention from consumers. It is typically used to promote
a specific good or service, but there are wide range of uses, the most common
beingthe commercial advertisement.
Commercial advertisements often seek to generate increased consumption of
their products or services through "branding", which associates a product name
or image with certain qualities in the minds of consumers. On the other hand,
ads that intend to elicit an immediate sale are known as direct-response
advertising. Non-commercial entities that advertise more than consumer
products or services include political parties, interest groups, religious
organizations and governmental agencies. Non-profit organizations may use
free modes of persuasion, such as a public service announcement. Advertising
may also help to reassure employees or shareholders that a company is viable
or successful.

13
1. Television Advertising
A television advertisement (also called a television commercial, TV
commercial, commercial, spot, break, television spot, TV spot, advert,
televisionadvert, TV advert, television ad, TV ad or simply an ad) is a span of
television programming produced and paid for by an organization. It conveys a
message promoting, and aiming to market, a product, service or
idea. Advertisers and marketers may refer to television commercials as TVCs.
However, with the emergence of over-the-top media services, the Internet itself
has become a platform for television, and hence TV advertising.[16] TV attribution
is a marketing concept whereby the impact television ads have on consumers is
measured.[17]
Addressable television is where targeted advertising is used on digital
platforms,[18] so two people watching the same show receive different ads.
 Television Commercials (TVC):

TVCs are the most common type of television ad. They typically last between
15 and 60 seconds and air during commercial breaks.
 Product Placement:

Product placement is when a product or service is featured prominently in a

TV show or movie. This can be done organically as part of the story (e.g. a
character using an iPhone) or through explicit placement like when a product
is shown in close up or used in a key scene.

 Brand Integration:

Brand integration is when a brand becomes part of the fabric of a TV show.

That is, when the entire script revolves around a particular brand or has its
offering as a special prize (e.g. Fear Factor where contestants win a Ford
truck).

14
 Infomercials:

Infomercials are lengthy TV ads that usually air late at night or on weekends.
They typically last for 30 minutes or more and include a call to action, such as
a phone number or website URL.
 Overlay:

Overlays are short, 10-second ads that appear over the bottom of the screen
during a TV show. They are typically used to promote upcoming programs or
products during live events.

Characteristics Of Television Advertising

TV ads typically have some or all of the following characteristics:

 They are highly creative and attention-grabbing: Television commercials are

designed to be entertaining and memorable so that they stick in the viewer’s
mind.
 They use sight, sound, and motion: TV ads rely on multiple senses to reach
viewers. This is why they often include music, visuals, and special effects.
 They are backed by marketing objective: Every TV ad is created with a
specific marketing objective in mind, whether it’s to increase brand
awareness or generate sales.
 They deliver a message in a short amount of time: Television commercials
get only a few seconds to deliver their message. Hence, they make sure to get
their point across quickly and effectively.
Advantages Of Television Advertising
Television advertising has its advantages over other marketing channels. Here are

Some of them;

 Mass Medium: TV reaches a large audience quickly and effectively. This

makes it ideal for advertisers who want to reach as many people as possible.
 Appeal To Everyone: Television is one such advertising medium that doesn’t
require the audience to be literate. It can be consumed by people of all age
groups and literacy levels.
15
  Persuasive: TV advertising is very effective at persuasion, thanks to its use of
sight, sound, and motion.
 Creates An Emotional Connection: TV commercials often rely on emotions to
drive their message home. This can be done through music, visuals, and even
stories.
 Measurable: The effects of TV advertising can be measured through surveys,
brand awareness studies, and sales data. This helps advertisers determine
whether or not their campaigns are successful.

2. Online Advertising
Online advertising, also known as online marketing, Internet
advertising, digital advertising or web advertising, is a form of marketing and
advertising which uses the Internet to promote products and services to audiences
and platform users.[1] Online advertising includes email marketing, search engine
marketing (SEM), social media marketing, many types of display
advertising (including web banner advertising), and mobile advertising.
Advertisements are increasingly being delivered via automated software systems
operating across multiple websites, media services and platforms, known as
programmatic advertising. Many common online advertising practices are
controversial and, as a result, have become increasingly subject to regulation.
Many internet users also find online advertising disruptive[6] and have
increasinglyturned to ad blocking for a variety of reasons. Online ad revenues
also may not adequately replace other publishers' revenue streams. Declining ad
revenue has led some publishers to place their content behind paywalls.[7]
Like other advertising media, online advertising frequently involves a publisher,
who integrates advertisements into its online content, and an advertiser, who
provides the advertisements to be displayed on the publisher's content. Other
potential participants include advertising agencies that help generate and place
the ad copy, an ad server which technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for
the advertiser.
In the early days of the Internet, online advertising was mostly prohibited. For
example, two of the predecessor networks to the
16
Internet, ARPANET and NSFNet, had "acceptable use policies" that banned
network "use for commercial activities by for-profit institutions".[9][10] The
NSFNet began phasing out its commercial use ban in 1991.
 Email
The first widely publicized example of online advertising was conducted via
electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment
Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west
coast users, advertising an open house for a new model of a DEC
computer.[10][15] Despite the prevailing acceptable use policies, electronic mail
marketing rapidly expanded[16] and eventually became known as "spam.

 Display ads
Online banner advertising began in the early 1990s as page owners sought
additional revenue streams to support their content. Commercial online
service Prodigy displayed banners at the bottom of the screen to
promote Sears products. The first clickable web ad was sold by Global Network
Navigator in 1993 to a Silicon Valley law firm.[21] In 1994, web banner advertising
became mainstream when HotWired, the online component of Wired Magazine,
and Time Warner's Pathfinder[22] sold banner ads to AT&T and other companies.
The first AT&T ad on HotWired had a 44% click-through rate, and instead of
directing clickers to AT&T's website, the ad linked to an online tour of seven of the
world's most acclaimed art museums.

 Search ads
GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created
the first search advertising keyword auction in 1998.[25]: 119 Google launched its
"AdWords" (now renamed Google Ads) search advertising program in 2000[26] and
introduced quality-based ranking allocation in 2002,[27] which sorts search
advertisements by a combination of bid price and searchers' likeliness to click on
the ads.
 Since 2010
More recently, companies have sought to merge their advertising messages into
editorial content or valuable services. Examples include Red Bull's Red Bull Media
House streaming Felix Baumgartner's jump from space online, Coca-Cola's online
magazines, and Nike's free applications for performance tracking.[24] Advertisers are

17
also embracing social media[28][29] and mobile advertising; mobile ad spending has
grown 90% each year from 2010 to 2013.[30]: 13
According to Ad Age Datacenter analysis, in 2017 over half of agency revenue came
from digital work.[31]
The March 2021 eBay advertisement for the first Asian Giant Hornet (Vespa
mandarinia) nest in the US was controversial.[32] The owner of the first nest
discovered in the United States – in Blaine, Washington – demanded its return
instead of allowing scientific investigation, and proceeded to sell it.[32] A
nearby beekeeper bought it to gift it back to the state entomology team which
had exterminated it, for study.
Some examples are: Facebook's "Sponsored Stories",[43] LinkedIn's "Sponsored
Updates",[44] and Twitter's "Promoted Tweets".[45]
This display ads format falls into its own category because unlike banner ads which
are quite distinguishable, News Feed Ads' format blends well into non-paid news
updates. This format of online advertisement yields much higher click-through rates
than traditional display ads.

3. MOBILE ADVERTISING
Mobile advertising is a form of advertising via mobile (wireless) phones or other
mobile devices. It is a subset of mobile marketing, mobile advertising can take
place as text ads via SMS, or banner advertisements that appear embedded in a
mobile web site.
It is estimated that U.S. mobile app-installed ads accounted for 30% of all
mobile advertising revenue in 2014, and will top $4.6 billion in 2016, and over
$6.8 billionby the end of 2019.[1] Other ways mobile advertising can be
purchased include working with a Mobile Demand Side Platform, in which ad
impressions are boughtin real-time on an Ad exchange.[2] Another report has
indicated that worldwide mobile digital advertising spend would reach $185
billion in 2018, $217 billion in 2019 and $247 billion in 2020.

18
4. Newspaper
A newspaper typically generates 70–80% of its revenue from advertising, and the
remainder from sales and subscriptions.[53] The portion of the newspaper that is
not advertising is called editorial content, editorial matter, or simply editorial,
although the last term is also used to refer specifically to those articles in which
the newspaper and its guest writers express their opinions. (This distinction,
however, developed over time – early publishers like Girardin (France) and
Zang(Austria) did not always distinguish paid items from editorial content.).
The business model of having advertising subsidize the cost of printing and
distributing newspapers (and, it is always hoped, the making of a profit) rather
than having subscribers cover the full cost was first done, it seems, in 1833 by
TheSun, a daily paper that was published in New York City. Rather than charging
6 cents per copy, the price of a typical New York daily at the time, they charged
1- cent, and depended on advertising to make up the difference

5. Magazine
A magazine is a periodical publication, generally published on a regular schedule
(often weekly or monthly), containing a variety of content. They are generally
financed by advertising, purchase price, prepaid subscriptions, or by a
combination of the three

6. Out Of Home

The reason that this category is growing so rapidly is because busy people are
typically busy at home and with the introduction and acceptance of digital video
recorders (DVRs), it has diluted the frequency with which traditional TV
commercials are viewed. Every day more TV viewers are skipping past commercials
with their DVRs, making out-of-home advertising more appealing.[10] A Nielsen
media research study in 2009 showed that 91% of DVR owners skipped
commercials. As a result, traditional TV advertisers are hungry for an effective
substitute, and digital out-of-home ads appear to be one of the solutions. Digital
out of home advertising seems to be a cost-effective way for promoting or
marketing any brand or product.

19
 Out-of-home (OOH) advertising, also called outdoor advertising, outdoor
media,and out-of-home media, is advertising experienced outside of the home.
This includes billboards, wallscapes, and posters seen while "on the go". It also
includes place-based media seen in places such as convenience stores, medical
centers, salons, and other brick-and-mortar venues. OOH advertising formats fall
into four main categories: billboards, street furniture, transit, and alternative.
The OOH advertising industry in the United States includes more than 2,100
operators in 50 states representing the major out of home format categories.[citation
needed][2]
These OOH media companies range from public, multinational media
corporations to small, independent, family-owned businesses. Currently, the
United Kingdom and France are Western Europe's first and second largest markets
for OOH, respectively. Data from Outsmart (formerly the Outdoor Media Centre),
the UK's out-of-home advertising trade association, shows that digital out-of-
home (DOOH) grew at a 29.7% CAGR from 2009 to 2014.
Transit advertising is typically advertising placed on anything which moves, such as
buses, subway advertising, truckside, food trucks, and taxis, but also includes fixed
static and electronic advertising at train and bus stations and platforms.[7] Airport
advertising, which addresses a traveling audience, is included in this category.
Advertising on metro trains is becoming very popular these days, particularity in
India. Municipalities often accept this form of advertising, as it provides revenue
to city and port authorities. Walking billboard, vehicle branding, pamphlet
distributions, road shows etc. are some more forms of transit media
advertisements.
Street furniture, transit, and alternative media formats comprise 34% of total
outdoor revenue in the US. Some of these formats have a higher percentage of
national ads than traditional billboards.

The reason that this category is growing so rapidly is because busy people are
typically busy at home and with the introduction and acceptance of digital video
recorders (DVRs), it has diluted the frequency with which traditional TV
commercials are viewed. Every day more TV viewers are skipping past
commercials with their DVRs, making out-of-home advertising more
appealing.[10] A Nielsen media research study in 2009 showed that 91% of DVR
owners skipped commercials. As a result, traditional TV advertisers are hungry for
an effective substitute, and digital out-of-home ads appear to be one of the
20
solutions. Digital out of home advertising seems to be a cost-effective way for
promoting or marketing any brand or product. Usage of billboards and displays
forbrand promotion is a less expensive way of advertising than TV, radio,
newspapersand other mediums.
Radio Advertising
In the United States, commercial radio stations make most of their revenue by
selling airtime to be used for running 'radio advertisements'. These
advertisementsare the result of a business or a service providing a valuable
consideration, usually money, in exchange for the station airing their commercial
or mentioning them onair. The most common advertisements are "spot
commercials", which normally last for no more than one minute, and longer
programs, commonly running up to one hour, known as "informercials".
The United States Federal Communications Commission (FCC), established under
the Communications Act of 1934, regulates commercial broadcasting, and the
lawsregarding remain relatively unchanged from the Radio Act of 1927.[1] In
2015, radio accounted for 7.8% of total U.S. media expenditures.
Usually, listeners are able to discern radio advertisements from entertainment
content. The Communications Act does include an "obviousness" exception:
where it is obvious that something is a commercial, the announcement-for-
payment provision does not apply. However, where anything of value has
changedhands in exchange for mentions on the air, a station has a duty to
disclose it.
The Federal Trade Commission is also responsible for broadcast industry
regulation, in terms of false or misleading advertising practices.[43] In October
2009, the FTC published guidelines regarding endorsements, requiring clear
disclosure of the connection between an advertiser and an endorser. Under the
FTC guidelines, an endorser is responsible for disclosing any "material
connections" they have with a seller/business.

Cinema
The film industry or motion picture industry comprises the technological and
commercial institutions of filmmaking, i.e., film production companies, film
studios, cinematography, animation, film production, screenwriting, pre-
production, post-production, film festivals, distribution, and actors. Though the
21
expense involved in making films almost immediately led film production to
concentrate under the auspices of standing production companies, advances in
affordable filmmaking equipment, as well as an expansion of opportunities to
acquire investment capital from outside the film industry itself, have
allowed independent film production to evolve.
In 2019, the global box office was worth $42.2 billion.[1] When including box office
and home entertainment revenue, the global film industry was worth $136
billion in 2018.[2] Hollywood is the world's oldest national film industry, and largest
in terms of box office gross revenue. Indian cinema is the largest national film
industry in terms of the number of films produced, with 2,446 feature films
produced annually as of 2019.

Manufacturing

Manufacturing is the creation or production of goods with the help of

equipment, labor, machines, tools, and chemical or biological
processing or formulation. It is the essence of the secondary sector of the
economy The term may refer to a range of human activity,
from handicraft to high-tech, but it is most commonly applied to industrial design,
in which raw materials from the primary sector are transformed into finished
22
goods on a large scale. Such goods may be sold to other manufacturers for the
production of other more complex products (such as aircraft, household
appliances, furniture, sports equipment or automobiles), or distributed via
the tertiary industry to end users and consumers (usually through wholesalers,
who in turn sell to retailers, who then sell them to individual customers).
Manufacturing engineering is the field of engineering that designs and
optimizesthe manufacturing process, or the steps through which raw materials
are transformed into a final product. The manufacturing process begins with
the product design, and materials specification. These materials are then
modifiedthrough manufacturing to become the desired product.
Modern manufacturing includes all intermediate processes involved in the
production and integration of a product's components. Some industries,
suchas semiconductor and steel manufacturers, use the term fabrication
instead.
The manufacturing sector is closely connected with the engineering and
industrial design industries.
Human ancestors manufactured objects using stone and other tools long before
the emergence of Homo sapiens about 200,000 years ago.[5] The earliest methods
of stone tool making, known as the Oldowan "industry", date back to at least
2.3 million years ago,[6] with the earliest direct evidence of tool usage found
in Ethiopia within the Great Rift Valley, dating back to 2.5 million years ago.[7] To
manufacture a stone tool, a "core" of hard stone with specific flaking properties
(such as flint) was struck with a hammerstone. This flaking produced sharp edges
that could be used as tools, primarily in the form of choppers or scrapers.[8] These
tools greatly aided the early humans in their hunter-gatherer lifestyle to form
other tools out of softer materials such as bone and wood.[9] The Middle
Paleolithic, approximately 300,000 years ago, saw the introduction of
the prepared-core technique, where multiple blades could be rapidly formed
from a single core stone.[8] Pressure flaking, in which a wood, bone, or
antler punch could be used to shape a stone very finely was developed during
the Upper Paleolithic, beginning approximately 40,000 years ago. During
the Neolithic period, polished stone tools were manufactured from a variety of
hard rocks such as flint, jade, jadeite, and greenstone. The polished axes were
used alongside other stone tools including projectiles, knives, and scrapers, as
well as tools manufactured from organic materials such as wood, bone, and
23
antler.
Discrete Manufacturing
Discrete manufacturing is the production of distinct
items. Automobiles, furniture, toys, smartphones, and aeroplanes are examples
ofdiscrete manufacturing products. The resulting products are easily identifiable
and differ greatly from process manufacturing where the products are
undifferentiated, for example oil, natural gas and salt.
A discrete manufacturing assembly line at the Hyundai Motor
Company'sautomobile factory in Ulsan, South Korea.
Discrete manufacturing is often characterized by individual or separate unit
production. Units can be produced in low volume with very high complexity or
high volumes of low complexity. Low volume/high complexity production
results in the need for a flexible manufacturing system that can improve quality
and time-to-market speed while cutting costs. High volume/low complexity
production puts high premiums on inventory controls, lead times and reducing
or limiting materialscosts and waste.
Industry Profile - Discrete Manufacturing includes makers of consumer
electronics,computer and accessories, appliances, and other household items,
as well as "big ticket” consumer and commercial goods like cars and
aeroplanes. Discrete Manufacturing companies make physical products that
go directly to businessesand consumers, and assemblies that are used by
other manufacturers.

Lean manufacturing,
also known as just-in-time manufacturing, was developed in Japan in the 1930s. It
is a production method aimed primarily at reducing times within the production
system as well as response times from suppliers and to customers.[37][38] It was
introduced in Australia in the 1950s by the British Motor Corporation (Australia) at
its Victoria Park plant in Sydney, from where the idea later migrated to
Toyota.[39] News spread to western countries from Japan in 1977 in two English-
language articles: one referred to the methodology as the "Ohno system",
after Taiichi Ohno, who was instrumental in its development within Toyota.[40] The
other article, by Toyota authors in an international journal, provided additional
details.[41] Finally, those and other publicity were translated into implementations,
24
beginning in 1980 and then quickly multiplying throughout the industry in the
United States and other countries. Companies employ the strategy to increase
efficiency. By receiving goods only as they need them for the production process,
it reduces inventory costs and wastage, and increases productivity and profit. The
downside is that it requires producers to forecast demand accurately as the
benefits can be nullified by minor delays in the supply chain. It may also impact
negatively on workers due to added stress and inflexible conditions. A successful
operation depends on a company having regular outputs, high-quality processes,
and reliable suppliers.

Lean manufacturing is particularly related to the operational model implemented

in the post-war 1950s and 1960s by the Japanese automobile
company Toyota called Toyota Production System (TPS), known in the USA as "The
Toyota Way".[2][3] Toyota's system was erected on the two pillars of just-in-time
inventory management and automated quality control. The seven "wastes"
(muda in Japanese), first formulated by Toyota engineer Shigeo Shingo, are the
waste of superfluous inventory of raw material and finished goods, the waste of
overproduction (producing more than what is needed now), the waste of over-
processing (processing or making parts beyond the standard expected by
customer), the waste of transportation (unnecessary movement of people and
goods inside the system), the waste of excess motion (mechanizing or automating
before improving the method), the waste of waiting (inactive working periods due
to job queues), and the waste of making defective products (reworking to fix
avoidable defects in products and processes). The term Lean was coined in 1988
by American businessman John Krafcik in his article "Triumph of the Lean
Production System", and defined in 1996 by American researchers James
Womack and Daniel Jones to consist of five key principles: "Precisely specify value
by specific product, identify the value stream for each product, make value flow
without interruptions, let customer pull value from the producer, and pursue
perfection. The exact reasons for adoption of just-in-time manufacturing in Japan
are clear, some Americans think and suggest it started with a requirement to solve
the lack of standardization, which wasn't true. Japanese companies needed an
immediate solution for the extreme situation they were living after losing the
World War II.

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Process Manufacturing

Process manufacturing is a branch of manufacturing that is associated with

formulas and manufacturing recipes,[1] and can be contrasted with discrete
manufacturing, which is concerned with discrete units, bills of materials and the
assembly of components. Process manufacturing is also referred to as a 'process
industry' which is defined as an industry, such as the chemical or petrochemical
industry, that is concerned with the processing of bulk resources into other
products.[2]
Process manufacturing is common[3] in the food, beverage, chemical,
pharmaceutical, nutraceutical, consumer packaged goods, cannabis, and
biotechnology industries. In process manufacturing, the relevant factors are
ingredients, not parts; formulas, not bills of materials; and bulk materials
rather than individual units. Although there is invariably cross-over between
the two branches of manufacturing, the major contents of the finished product
and the majority of the resource intensity of the production process generally
allow manufacturing systems to be classified as one or the other. For example,
a bottle of juice is a discrete item, but juice is process manufactured. The
plastic used in injection moulding is process manufactured, but the
components it is shaped intoare generally discrete, and subject to further
assembly.

Packaging
A packaging recipe is similar to a formula, but rather than describing the
proportion of ingredients, it specifies how the finished product gets to its final
assembly. A packaging recipe addresses such things as containers, labels,
corrugated cartons, and shrink-wrapping. In process manufacturing, the finished
product is usually produced in bulk, but is rarely delivered in bulk form to the
customer. For example, the beverage manufacturer makes soda in batches of
thousands of gallons. However, a consumer purchases soda in 12-ounce
aluminumcans, or in 16-ounce plastic bottles, or in 1-liter bottles. And a
restaurateur may have the option of getting a 5- or 50-gallon metal container
with the beverage in syrup form, so that carbonated water can be added later.

26
Why is this concept important? Compare how often Coca-Cola changes the
formula for Coke with how often the packaging is changed. If the formula and
packaging recipes are linked, then every time the packaging changes, the
formula would need modification. Likewise, when the formula is changed, all of
the packaging recipes would have to be changed. This increases maintenance
costs and chances for error. In process manufacturing, the formula for making
the product and the recipe for packaging the product exist in separate
structures to reduce the ongoing maintenance function. There is a difference
between discrete manufacturing and process manufacturing in terms of flow
patterns. An example given is that discrete manufacturing follows an "A" type
process and process manufacturing follows a “V” type process. [5]
In the production cycle, a work order or process order is issued to make the
product in bulk. Separate pack orders are issued to signify how the bulk material
isto be containerized and shipped to the customer. This is important in process
industries that make “brite” stock or private labels. For example, large grocery
chains sell products, such as soups, soda, and meats, under their own brand
names, hence "private labels". But these chains do not have their own
manufacturing plants; they contract for these products. In the case of soups,
process manufacturers create and warehouse nondescript, unlabeled (hence
“brite”) aluminum cans of soup. (Since the cans are filled, sealed, and then
cookedunder pressure, their shelf life is long.)
By separating the product formula from a packaging recipe, a production or
process order can be issued to make and store the cans of soup and later, when
the customer is ready to order soup, a work order can be issued to label the
cansaccording to customer specifications before they are shipped to the store.
Thus segregation of the formula and pack recipe makes the world of process
manufacturing efficient and effective.
Packaging is the science, art and technology of enclosing or protecting products
for distribution, storage, sale, and use. Packaging also refers to the process of
designing, evaluating, and producing packages. Packaging can be described as a
coordinated system of preparing goods for transport, warehousing, logistics, sale,
and end use. Packaging contains, protects, preserves, transports, informs, and
sells.[1] In many countries it is fully integrated into government, business,
institutional, industrial, and for personal use.

27
Package labeling (American English) or labelling (British English) is any written,
electronic, or graphic communication on the package or on a separate but
associated label.

 Ancient era
Bronze wine container from the 9th century BC.
The first packages used the natural materials available at the time: baskets of
reeds, wineskins (bota bags), wooden boxes, pottery vases, ceramic amphorae,
wooden barrels, woven bags, etc. Processed materials were used to form packages
as they were developed: first glass and bronze vessels. The study of old packages is
an essential aspect of archaeology.

 Modern era
The use of tinplate for packaging dates back to the 18th century. The
manufacturing of tinplate was the monopoly of Bohemia for a long time; in
1667 Andrew Yarranton, an English engineer, and Ambrose Crowley brought the
method to England where it was improved by ironmasters including Philip
Foley.[4][5] By 1697, John Hanbury[6] had a rolling mill at Pontypool for making
"Pontypoole Plates".[7][8] The method pioneered there of rolling iron plates by
means of cylinders enabled more uniform black plates to be produced than was
possible with the former practice of hammering.

Consumer package contents[edit]

Several aspects of consumer package labeling are subject to regulation. One of the
most important is to accurately state the quantity (weight, volume, count) of the
package contents. Consumers expect that the label accurately reflects the actual
contents. Manufacturers and packagers must have effective quality
assurance procedures and accurate equipment; even so, there is inherent
variability in all processes.
Regulations attempt to handle both sides of this. In the US, the Fair Packaging and
Labeling Act provides requirements for many types of products. Also, NIST has
Handbook 133, Checking the Net Contents of Packaged Goods.[24] This is a
procedural guide for compliance testing of net contents and is referenced by
several other regulatory agencies.[25]

28
 Manufacturing strategy
According to a "traditional" view of manufacturing strategy, there are five key
dimensions along which the performance of manufacturing can be assessed:
cost, quality, dependability, flexibility and innovation.[43] In regard to
manufacturing performance, Wickham Skinner, who has been called "the father
of manufacturing strategy",[44] adopted the concept of "focus",[45] with an
implication that a business cannot perform at the highest level along all five
dimensions and must therefore select one or two competitive priorities. This view
led to the theory of "trade offs" in manufacturing strategy.[46] Similarly, Elizabeth
Haas wrote in 1987 about the delivery of value in manufacturing for customers in
terms of "lower prices, greater service responsiveness or higher quality".[47] The
theory of "trade offs" has subsequently being debated and questioned,[46] but
Skinner wrote in 1992 that at that time "enthusiasm for the concepts of
'manufacturing strategy' [had] been higher", noting that in academic papers,
executive courses and case studies, levels of interest were "bursting out all
over".[48]
Manufacturing writer Terry Hill has commented that manufacturing is often seen
as a less "strategic" business activity than functions such as marketing and finance,
and that manufacturing managers have "come late" to business strategy-making
discussions, where as a result they make only a reactive contribution.

Economics of manufacturing
Emerging technologies have offered new growth methods in advanced
manufacturing employment opportunities, for example in the Manufacturing
Belt in the United States. Manufacturing provides important material support for
national infrastructure and also for national defense.
On the other hand, most manufacturing processes may involve significant social
and environmental costs. The clean-up costs of hazardous waste, for example, may
outweigh the benefits of a product that creates it. Hazardous materials may
expose workers to health risks. These costs are now well known and there is effort
to address them by improving efficiency, reducing waste, using industrial
symbiosis, and eliminating harmful chemicals.

29
The negative costs of manufacturing can also be addressed legally. Developed
countries regulate manufacturing activity with labor laws and environmental laws.
Across the globe, manufacturers can be subject to regulations and pollution
taxes to offset the environmental costs of manufacturing activities. Labor unions
and craft guilds have played a historic role in the negotiation of worker rights and
wages. Environment laws and labor protections that are available in developed
nations may not be available in the third world. Tort law and product
liability impose additional costs on manufacturing. These are significant dynamics
in the ongoing process, occurring over the last few decades, of manufacture-based
industries relocating operations to "developing-world" economies where the costs
of production are significantly lower than in "developed-world" economies.

 Finance
From a financial perspective, the goal of the manufacturing industry is mainly to
achieve cost benefits per unit produced, which in turn leads to cost reductions in
product prices for the market towards end customers.[51] This relative cost
reduction towards the market, is how manufacturing firms secure their profit
margins.
Bikanervala Foods Private Limited is an unlisted private company incorporated on
25 October, 1988. It is classified as a private limited company and is located in New
Delhi, Delhi. It's authorized share capital is INR 26.00 cr and the total paid-up
capital is INR 85.00 lac.
Bikanervala Foods Private Limited's operating revenues range is Over INR 500
cr for the financial year ending on 31 March, 2022. It's EBITDA has decreased by -
10.73 % over the previous year. At the same time, it's book networth has
increased by 7.98 %. Other performance and liquidity ratios are available here.

30
 Restaurant
Bikanervala, a renowned restaurant, offers an authentic culinary experience
that blends rich flavors, cultural heritage, and warm hospitality. With a
diverse menu spanning delectable Indian cuisine, from mouthwatering chaats
to savory curries and fragrant biryanis, each dish is crafted with passion and
expertise. Immerse yourself in the vibrant ambiance that reflects the essence
of Indian traditions while savoring the finest quality ingredients. Whether
you're seeking a delightful family meal, a quick snack, or catering for special
occasions, Bikanervala promises a emorable dining experience that celebrates
the art of Indian gastronomy

31
 Brief History

Bikanervala is the second largest Indian food brand after

Parleandhas been recognized as a Star Export House by the
Directorate General of Foreign Trade, a department of
Government of India.
Bikanervala was established in 1950 as a small sweet and namkeen
shop in Bikaner, Rajasthan. It rose to prominence because of its
classic and authentic bikaneri bhujia namkeen and was named
Bikanervala Bhujiawala.
Shri Kedarnath Agrawal, the founder of Bikanervala had a great
vision for the company and in the 1990’s, the manufacturing was
split between three manufacturing facilities at Delhi, Kolkata and
Nagpur.The Indian snack major is valued at Rs.500 crores today and
is twicethe size of Hindustan Unilever's packaged food division.
Bikanervala is an Indian restaurant chain headquartered in Delhi,
that specializes in Indian sweets, snacks. Founded 115 years ago as
a sweets and namkeen shop called Lalji in Bikaner, Rajasthan. It
was established in Delhi almost seven decades ago. The brand is
now worth Rs 1,300 crore (US$178 Million).

32
 Distribution Channel

Clearing and Forwarding Agents (CNF)

CNF deals with the distribution of stock in a specific zone/area. The
primary function of a CNF agent is to procure and maintain a large
number of stocks to distribute further to end retail customer. The
agent obtains stocks from the manufacturer (Company Warehouses)
and makes them available to the company’s dealers and distributors.

Thereafter, the agent is responsible to push the sale to earn a

certainpercentage of the stock sold as per set Targets.

procures medicine in bulk below the MRP from the manufacturer and then
keeps a certain percentage of the margin in the order received by other
distributors. By doing so, the agent is just not forwarding the stock but also
clearing the procured stock.

Here, a CNF agent takes charge of all the inventory procured from
the manufacturer, procures stocks as per the stock-keeping capacity
(SKU), bridges the gap between the manufacturer and wholesaler,
and acts as a representative of the company to other
distributors. A CNF agent’s main role is to allocate the product to
other distributors in a specific zone and link the gap between a
manufacturer and other distributors. And in order to deliver the
ordered product todistributors, they approach forwarding agents.

33
Carrying and Forwarding Agents (CFA)
A CFA agent is someone whose primary concern is to manage the
storage and transportation of products from one point to another.
These forwarding agents are responsible for bringing out the best
carrier service providers – as air freighters, trucking companies, rail
freighters, and ocean liners (as per the requirements) – for the client
and then negotiating with the service provider to get the best price for
transporting the stocks. Further, after picking up the stocks from the
manufacturer, supplier, or distributor, they will be stored at the CFA
warehouse or secondary warehouse. The products are then loaded
into the fleet according to the size of the order, by third-party logistics
(or logistics by the wholesaler).

CFA agents are responsible for organizing methods to decide the

fastest and safest mode of transportation of stocks to a designated
destination.

Third Party Logistics (3PL)

Third-Party Logistics (3PL) is a one-time solution for all logistics
solutions. It comes into play when a company outsources its logistics
operations to an external company. It enables the accessibility of its
product in the domestic as well as international marketplace. 3PL
integrates all the logistic solutions under one roof, improving the
supply chain operation. For instance, warehousing, transportation,
inventory management, inventory forecasting, material
procurement, picking and packing, order fulfilment, freight
forwarding, customs brokerage & clearance, payment,
documentation, shipment tracking, etc.
34
 Key Learnings from the Internship

I applied for a marketing internship at M/s Shivansh Enterprises,

whichoffered me a working space. I knew this would be an excellent
opportunity for me to understand the daily chores of an already
established business, learn about their business’ working, observe
how they business operate and expand my knowledge and on-
ground experience.

1. The Benefits of being resourceful

The ability to think and work independently has taught me so much
more than if I had always asked for help every time I encountered a
challenge.
From my experience, being constantly willing to learn being open to
learn whatever is being taught and figuring out how to view a
problem/task from all angles has been key in terms of becoming
resourceful and achieving the results my employers and managers
desired.

2. How to adapt to new teams and working environments

Starting a new internship means adapting to a new team and
working environment. I found that by placing an early emphasis on
getting to know my senior co-workers and understanding their
motivations, I had an easier time identifying the ways I could offer
the most support in achieving the greatest impact. While each team
has its own personality, after working with four different teams, I
cannot overstate the importance of learning how to work well with

35
everyone. Figuring out what your team and organization needs and
then embodying those skills are keys to success wherever you go.

3. Develop a bias for action

Owning my tasks and developing the habit of thinking ahead and
anticipating future needs.
I also learned how we should never ever say the work given is too
hard or tough to do.

4. Leave your ego at home

What I found, in internships especially, it is not enough to just
complete the tasks that are delegated to you because nobody
else wants to do them. We should actively volunteer for these
tasks.
From my experience, being able to work on more projects results
from a level of trust that has been established between you and
your supervisor. By demonstrating that you can do the
cumbersome work both energetically and flawlessly, not only will
your dedication to your role be obvious, but your team will be
appreciative and may reward you with more creative tasks.

5. Invest in your written and verbal communication skills

One of the most important thing I learned working within a
business is being able to write and talk good using good and to-
the-point words.
In business, every words a businessman utters has whole lot
meanings behind it.

36
 While some determining factors of success rely on luck and
timing, you can learn to improve your communications skills by
starting early and practicing often.

6. Never say no; rather, set priorities

This is a key lesson I learned early in my term as an intern. When
given a new set of tasks, I found it helpful to (briefly) lay out my work
load with my supervisor and establish priorities together so that I
could direct my attention where it mattered most. Always
remember: your boss and team’s success is your success.

7. Always being present

Prior to the global pandemic, key aspects of this lesson included
showing up to meetings on time and being prepared to contribute
and ask relevant questions.
One should always be open to comments and work on them to
become a step closer to being flawless. In business, every day holds a
new set of tasks, duties and challenges. One thing that my boss and
manager always say is- “There’s no timing of a customer and death”
Which in itself is a very bold statement as you never know what
product is in demand at the very next moment, or what customer or
challenge you may get a minute later, just like you cannot predict
death.

8. Effective Communication
Effective communication is the key to increasing customer base and
eventually better gains.

37
Also one should have utmost confidence in speaking and
communicating.

Experiences, Working Area and Challenges

Within the one month term of my internship at a distributorship, I’ve

learnt numerous new things, tips and Tricks to do daily chores a
business needs.
In real practical life, the work environment in a business what I
noticed is on the casual side.
With my Internship I got to work on a professional accounting
software called “BUSY”.

Busy is a clean UI based GST enabled new age accounting software

which is easy to learn and grasp very fast, all thanks to its easy user
interface.

38
This software houses all the basic and Professional accounting needs
like:
 Gst Invoice
 Product & Stock management
 Proforma Invoice & Quotation
 Credit & Debit Note
 Payment & Receipt
 Expense Tracking
 Financial Reports
 Gst Return Reports
 Import & Export Database
 Multi-Currency Invoice
 Multi User Compatibility
 Auto Data backup
 Utmost Data Security

While working on this software I learnt about how to enter data

about:

 How to issue Sales Invoice

 How to issue Purchase Invoice
 How to update Data of Items (Changed Barcode, MRP, Prices)
 How to update Data of Parties (Changed Phone Number, etc.)
 How to Issue GST Tax Invoices

I also became familiar with the company proposed targets are

completed to receive Incentives over the Profits.

39
I also learnt stuff about how to make your sub-ordinates work
productively to maximize their productivity.
Also I got to know much about inventory management, Daily sales
report (DSR).
A DSR is a document which reflects the daily sales and party wise
details in an easy to know format.
For E.g.

Also, a sales Executive or a DSR (Distributor’s Sales

Representative) needs to plan his route for daily market beat
completion.
What is a BEAT?
Beat planning or permanent journey plan is a day-level route plan
made for field sales/marketing personnel to make visits to a
number of stores at a predefined frequency. A beat plan defines
whom to visit, when to visit, based on the company's priorities on
stores category/segment.

40
My work area included the stock management which was
preparing the daily sales report and crossing it with the current
stock which is done through making Sales Invoice.
I also went on routine beat with the DSR and aided him
throughout the daily chores of his task.

My Primary Duties Included:

 Participating in dedicated rotation, designed to offer an in-
depth look at the supervisor position within various
departments of distribution (shipping, receiving, order
control, picking, etc.)

 Spending time performing the daily tasks within an area to

gain an understanding of what it takes to manage, motivate,
and lead people within the study.

 Learn the operations business, gain a deeper understanding

about the daily operations like Order Punching, Sales, and
Purchase.

41
 Conclusion

From my internship at Bikanervala, I was able to get a better

understanding of how the marketing industry works and how
effective it is. I enjoyed working with the Distributor’s marketing
team to devise and implement different marketing strategies. But, I
still have a long way to go in understanding the psychological
aspects of marketing, and I require to build up my public speaking
skills as well.

In class we are taught just the theory part, but in this internship
programme I did practice all the theory doing the real work. So, I
can learn by doing the think physically myself.

Even though this is my first time in working, and besides all the
stressing things, I feel like I really enjoy it.

Overall, I found the marketing internship experience to be positive,

and I am sure I would be able to use the skills I learned in my
career later.

With this, as this assignment comes to an end, I thank all my

colleagues, my teachers, my parents and of course the Internet.

Thank you,
Preeti Yadav

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