Presentation on Summer Internship Project done at ULTRAFRESH MODULAR SOLUTION

LTD.
Selling of Steel Modular Kitchen ,
Activating Business Partners
And
Opening New Outlets

Developed
By
PIU GORAI
Roll: PG/24/MBA/II-S No:130
VU Registration No with Year: 00745 of 2018-19
Subject Specialization: Marketing

Under the guidance of

Mr. Arindam Ghosh
(AGM – ULTRAFRESH MODULAR SOLUTION LTD.)

Eastern Institute for Integrated Learning in Management, Kolkata

(Affiliated to Vidyasagar University)
August, 2019
 ACKNOWLEDGEMENT

 I have done this project with the purpose of developing an overall knowledge and ideas related to
business in the field of MARKETING.

 I am very much thankful to my internal guide MR. SURAJIT GHOSH DASTIDAR and also my
external guide MR. ARINDAM GHOSH(AGM OF ULTRAFRESH) for providing me necessary
supporting data and information during my project tenure for 2months.

 Also I am thankful to my other members for their overall support during the project.
 INTRODUCTION

 ULTRAFRESH MODULAR SOLUTION is a leading modular kitchen brand in India with it’s headquarter at
Mumbai. .

 Established in 1992, it has presence in 50 cities covering 14 states and it deals with Modular Kitchens, Kitchen
Appliances like Chimney, Hobs, Cooktops, Kitchen Accessories as well as Kitchen Hard-wares.

 In my project, I handled different types of “Modular Kitchens” like steel kitchen (mild steel and stainless steel),
ply kitchen, MDF and HDF kitchens with variety of shapes including L Shaped, U Shaped, Island kitchens,
Straight line kitchen, Parallel kitchens etc.
 Currently, the company has 65 exclusive showrooms across India. It targets to open 200 exclusive

showrooms in India by 2020. For this, it is primarily targeting the tier-II & tier-III cities. It is also

looking for active business partners with preference for those in home furnishing & interior sector.

 The company manufactures 300 modular kitchen units and 1500 kitchen chimneys a month. It plans to

increase this to 1000 kitchens and 5000 chimneys in the next fiscal year.

 To fulfill it’s target, ‘Ultrafresh Modular Kitchen’ has initiated a campaign to tap existing retailers in

the home furnishing & interior sector to become active business partners by stocking and selling the

products of Ultrafresh.

.
 OBJECTIVES OF MY PROJECT

The need of my project is derived from the below mentioned objectives:-

 To tap the retailers in the home furnishing & interior sector to become active business partners
of ULTRAFRESH.

 To assess consumers’ preferences for modular kitchens and it’s demand potentiality.

 To open an exclusive showrooms of ultrafresh within my

territory.(Durgapur,Bolpur,Ukhra,Arambagh)
 PROCEDURE ADOPTED

 Initially, collected database of potential retailers and active business partners from various retail sources.

 I visited shopping malls to carry out brand awareness activities amongst the potential customers.

 Visited Multi-brand Outlets (MBO) to enquire about Ultrafresh products and also to gather information about the
other competitor brands.

 I collected database of existing customers of “Ultrafresh Modular Kitchen” and visited their homes (after
appointment) to assess their perceptions regarding Ultrafresh kitchens.

 Also carried out some retail promotion activities e.g. putting up posters at the retail points, visited sites under
construction to promote brand awareness.

 Frequency analysis was done of the data obtained and findings are reported. Due recommendations are made
based on the findings.

 Distributed leaflets and visiting cards of the managers were provided to the retailers.
PROMOTIONAL ACTIVITIES
ACHIEVEMENTS:-

 Number of retail shops visited during the project: 320

 No. of business partners activated:22

 Total number of modular kitchens sold:3(worth Rs. 350000)

FINDINGS
BRANDWISE KITCHEN APPLIANCES STOCK AT RETAIL POINT
(n=8)

BRAND NAME
Kutchina Hindware Elica IFB Ultrafresh Kent
No of Units 18 7 3 2 1 1

20
18 No of Units
15

10 7
No of Units
5 3
2 1 1
0
Kutchina Hindware Elica IFB Ultrafresh Kent
Brands
 BRANDS SELLING OTHER THAN ULTRAFRESH AND REASONS BEHIND IT

10
9 INTERPRETATION
8 I have conducted a survey on 8 retail shops and
7 found the brand:- “Kutchina” has more business
Durgapur compared to other brands and following are the
6
No. of units

Burdwan
factors responsible:-
5
Dhanbad
4 1)Less Price
Raniganj
3 2)Brand Awareness
Asansol
3)After Sales Service
2
4)Advertisement
1 5)Impressive Looks
0 **Chimney
Kutchina Hindware

Brands (n=8 Retailors)

SURVEY WITH POTENTIAL CUSTOMERS

FOCUSED FACTORS WHILE DECIDING WHICH BRAND TO BUY

n=8
NUMBER OF 8
7
IDENTIFIED RESPONDENTS WHO 7 6
REASONS STATED THIS FACTOR 6
5
5

No. of units
4
OPTIMAL PRICE 7 4 3 3
3
DESIGN 5 2
1 Respondents
0

GOOD AFTER…
AFTER SALE SERVICE 4

WARRANTY
OPTIMAL PRICE
BRAND VALUE
DESIGN

LONGIVITY
BRAND VALUE 6

LONGIVITY 3

WARRANTY 3
 NAME ANY THREE BRANDS IN THIS CATEGORY

n=8 potential customers

NO. OF RESPONDENTS 9
WHO STATED THIS 8
8
BRAND NAME BRAND 7 No of
6
KUTCHINA 8 6 Respondents
5
GODREJ INTERIO 6 4 3
3 2 2
HINDWARE 3 2 1
1
SPACEWOOD 2
0
JOHNSON’S 1
HAFFELE 2

BRAND NAME
 FOCUSED FACTORS OF EXISTING CUSTOMERS (n=18)

IDENTIFIED NUMBER OF RESPONDENTS WHO STATED THIS

REASONS FACTOR

OPTIMAL PRICE 15

RECOMMENDATION 10

GOOD AFTER SALE SERVICE 7

BRAND VALUE 6

LONGIVITY 3
 RECOMMENDATIONS AND CONCLUSION

I visited multiple territories and based on my survey would recommend the

following to Ultrafresh:-

 Mostly I have worked in urban areas where the income of any individual is not much
so the pricing should be considered and the price should be decreased so that many
families would buy the product
.
 There should be more of servicing centres where skilled labours should be present to
work upon the defect mentioned by the customers.

 More advertisements and brand awareness should be worked upon so that people are
aware of the product and people are aware of the product and appliance Ultrafresh
produces.
 The company should activate more business partners and open exclusive
showrooms (aligning with company’s plans).

 I also found that ULTRAFRESH sales person do not give adequate number of
visits in some Retail points that should be looked upon.

 The identified factors on which potential customers stated that they will focus on
our Design, Optimal Price, Longevity, Good after sale service, Brand Image etc.
Therefore, the company should emphasise on their factors to achieve customers’
preferences.
THANK YOU