Professional Documents
Culture Documents
RAJESH Final Project
RAJESH Final Project
AT
(Industry Integrated)
TO
BY
JANUARY 2010
1
Certificate
This is to certify that the project report at
the degree of
(Industry Integrated)
To
Under my supervision and guidance and that no part of this report has been
submitted for the award of any other degree/diploma/fellowship or similar titles or
prizes
FACULTY GUIDE
Signature:
2
STUDENT DECLARATIION
the degree of
(INDUSTRY INTEGRATED)
TO
Is my original work and the same has not been submitted for the
3
PREFACE
satiate our curiosity. There we are expected to participate and take ownership for
the ownership for the internship meaningful to the company one works with and to
4
ACKOWLEDGEMENT
Any accomplishment requires the dedicated effort of people and this project
minds to which I will remain ever grateful. With their help and guidance, it has been
and guidance this Executive Training would not have been possible to prepare.
Above all I thank to my family for their support and encou-ragement, which has
faculty guide Prof. Nilanjana Sinha whose guidance & counseling have enabled
Thanking You.
ENROLLMENT NO.:-A8757042
5
CONTENTS
CHAPTER 1 INTRODUCTION
1.1 General Introduction about the sector
1.2 Industry Profile
a. Origin and development of the industry
b. Growth and Present status of the industry
c. Future of the industry
CHAPTER 2 PROFILE OF THE ORGANIZATION
2.1 Origin of the Organization
2.2 Growth and development of the Organization
2.3 Present status of the Organization
2.4 Functional Departments of the Organization
2.5 Organization structure and Organization chat
2.6 Product and Service profile of the Organization competitors.
2.7 Market profile of the Organization
6
CHAPTER 1
INTRODUCTION
GENERAL INTRODUCTION
It is a course of MBA designed in such a way that one has to work in an
an industry integrated course. It involves better exposure to the industry, then other
general MBA.
research is much broader.It not only include Market research,but also areas such as
“Marketing research is the function that links the consumer,customer and public to
implications.
7
INDUSTRY PROFILE
ORIGIN AND DEVELOPMENT OF
THE INDUSTRY
Nielsen, Sr., one of the founders of the modern marketing research industry. Among
clients the first reliable, objective information about competitive performance and
the impact of their marketing and sales programs on revenues and profits. Nielsen
information gave practical meaning to the concept of market share and made it one
of the critical measures of corporate performance. Mr. Nielsen also founded the
business known today as Nielsen Media Research, the global leader in television
Over the past 10 years, the Internet has changed the role of market
Overall, the market research industry has seen steady revenue growth year-over-
year, and offline research in Europe is still holding strong. The challenges market
researchers face today involve balancing a combination of cost, speed, quality, and
control. New online research methodologies are poised to revolutionize the market
research industry once again, and Web 2.0 will change how companies
8
. GROWTH OF THE INDUSTRY
'Asia is now the hottest market worldwide for the market research industry,
Asia, but lags behind that of China and India. Market research in Thailand is
expected to be worth about US$ 45 million this year, compared to $43 million in
2004.
Australia has the largest market research sector in the region but it is growing only 4
Expansion of Asian economies, particularly China's, has increased the need for
market research. 'The market research industry regionally will grow twice as fast as
the overall economy,' Cowling predicted, adding ' There are many key drivers
For one, many foreign companies - particularly those from Europe and America -
demand market research to ensure success. Many local companies in China and
Japan are also expanding and becoming new users of market research.
9
PRESENT STATUS OF THE INDUSTRY
Market research was an offshoot of the advertising boom of the 1950s in the USA.
and television sponsorship, and to seek more direct feedback about their markets.
can also involve discovering how they act. Once that research is completed, it can
Market information
Through Market information you can know the prices of the different commodities in
the market, the supply and the demand situation. Information about the markets can
Market segmentation
gender differences
10
Market trends
market size is more difficult to estimate if you are starting with something completely
new. In this case, you will have to derive the figures from the number of potential
target market, you also need information about your competitor, your customers,
Customer analysis
Choice Modeling
Competitor analysis
Risk analysis
Product research
11
`
economics, psychology and mathematics. Market research is swimming in data, and its
clear that a gap has opened between the computational ability to store and search that
data, and the methodological capability to analyze it. For decades, marketers have
controlled the conversation with consumers through survey language and other structured
people, and generate the right questions to feed into more rigorous quantitative
instruments. With consumers taking control of conversations about products, services and
brands online, the successful market researcher will be the one that is attentive enough to
96% of ORG-MARG is owned by VNU, the international information company. VNU, with
net revenues of EUR 4.8 billion (2001), is active in the markets for consumer and
professional information in most European countries, the United States, Canada, South
Africa and India. VNU employees about 38,000 people and are a public company whose
shares are listed on the Stock Exchanges of Amsterdam, Brussels and Luxembourg.
In the area of marketing information, VNU focuses on four areas: consumer behaviour,
VNU acquired Nielsen Media Research, the leader in television audience measurement in
12
the U.S. and Canada, in October 1999. This was followed in December 2000 by the
audit data and television audience measurement and Internet measurement services
ORG-MARG is now part of the ACNielsen network of market research companies in over
CHAPTER 2
13
PROFILE OF THE ORGANIZATION
ACNielsen ORG-MARG was formed in 1995 when two of the largest Indian
research companies ORG and MARG merged. ORG, founded in 1961, was the
pioneer in market research in India. MARG was founded in 1983 and soon became
one of the fastest growing players in the South Asian market.The company was
acquired by VNU in 2000 and is now part of the ACNielsen network globally. It is
services.
automotive research, telecom research, health care research, opinion polling and
rural studies as well as specialist divisions for industrial research and social
research.
14
GROWTH & DEVELOPMENT OF
THE ORGANIZATION
ACNielsen opened its first international office in the UK in 1939 and, after
World War II, progressively expanded its operations in Western Europe, Australia
and Japan. The company increased its presence in Asia Pacific in 1994 by
acquiring Survey Research Group, and in the Middle East and Africa in the late
information by acquiring IMS Health. Although the merger was terminated in the
In 2006, VNU was acquired and taken private by a consortium of six private
equity firms.
In 2007, VNU changed its name to The Nielsen Company. This new identity
emphasizes its best known brand name and underscores its commitment to create
15
ORGANISTON
promotion by both its information and experts being quoted in the public domain. As
the industry standard in many countries, ACNielsen, and indeed its clients,
frequently provide selected data and insight to the media for publication. ACNielsen
associates are regularly quoted in the press, commenting on issues of the day.
They are also invited to appear on numerous conference platforms throughout the
world as industry and issue experts. For specific services and studies the company
ensures that it keeps the marketing community informed through a sustained client
the media and used for reference by the trade and brand owners. Its constant drive
to better understand varied parts of the consumer landscape and the dynamics of
India’s consumer market have made the company the fulcrum of leadingedge
information.
ACNielsen aims to help its customers turn information into insights, insights into
knowledge and knowledge into actions that drive profitable growth. Its vision is to be
supported by the core values of integrity and honesty, respect and development of
16
Nielsen offers an integrated suite of market information gathered from a wide range
systems and methodologies, and dedicated professional client service to help our
Our people work closely with clients to help them choose the right set of information
Market Measurement
of:
17
Sales to consumers of fast-moving consumer packaged goods, gathered at the
point of sale in retail stores of all types and sizes. These retail measurement
services provide clients with essential facts on how their products are performing
compared with their competitors, and on trends and changes in market conditions
and sales results. They also provide critical information on the use of promotional
activities at the retail level, such as special displays or pricing, and on distribution
These consumer panel and consumer research services provide a foundation for
We offer a wide range of software and professional services that enable clients to
their own data and third-party information, and apply it to specific business issues
and situations.
Clients can view and analyse information from many perspectives, such as by
organize and present information to suit the specific needs of many individuals in
category managers.
Diagnostic Services
Our consumer panel and consumer research services provide clients with many
18
opportunities and techniques to examine trends and understand the impact of the
Our analytical and modelling services provide clients with a range of options to
evaluate and understand why marketing campaigns succeed or fail, and to address
techniques and services that address clients’ unique and specific marketing and
sales issues.
Opportunity Identification
While our major clients all share a common focus on consumers, each individual
client has its own distinct set of business characteristics and marketing and sales
concerns. Our information and services are designed to help each client identify and
FUNTIONAL
This sector offers an integrated suite of market information gathered from a wide
19
systems and methodologies, and dedicated professional client service to help our
Our people work closely with clients to help them choose the right set of information
Market Measurement
point of sale in retail stores of all types and sizes. These retail measurement
services provide clients with essential facts on how their products are performing
compared with their competitors, and on trends and changes in market conditions
and sales results. They also provide critical information on the use of promotional
activities at the retail level, such as special displays or pricing, and on distribution
20
Purchases by consumers of packaged goods and other
We offer a wide range of software and professional services that enable clients to
their own data and third-party information, and apply it to specific business issues
and situations.
Clients can view and analyse information from many perspectives, such as by
organize and present information to suit the specific needs of many individuals in
Diagnostic Services
Our consumer panel and consumer research services provide clients with many
opportunities and techniques to examine trends and understand the impact of the
21
Our analytical and modelling services provide clients with a range of options to
evaluate and understand why marketing campaigns succeed or fail, and to address
techniques and services that address clients’ unique and specific marketing and
sales issues.
Opportunity Identification
While our major clients all share a common focus on consumers, each individual
client has its own distinct set of business characteristics and marketing and sales
concerns. Our information and services are designed to help each client identify and
relationships, our people work in close partnership with their clients to understand
ORGANIZATIONAL CHART
MANAGING DIRECTOR
EXECUTIVE DIRECTOR
22
SIN./JUN.MANAGER
SIN./JUN.OPERATIONS EXECUTIVE
DATA VARIFIER
DATA SUPPLIERS
techniques for data collection which include both qualitative and quantitative data
gather through online and offline resources and channels. GNN Research Group,
23
with its team of highly qualified and experienced marketing analysts, advertisement
provide their clients with authentic information regarding all the aspects of the
subject. The market analysis organization from India has employed a team of more
GNN Research Group, due to their quality and reliability of market research
services, has been accredited with the Indian Standard for Market Research
(ISMR), and the senior research team members of the company are certified with
IMRB International has been offering for over 35 years, both general as
International operates out of its five full service offices in Mumbai, Delhi,
Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for
India's leading qualitative research groups and has executives specially trained in
24
Media and Panel Group of IMRB International is a pioneer in the field of media
research in India. The Group also runs one of the world’s largest household panels,
with over 70,000 households in urban and rural india, chronicling changing
member of the Walker Global Network (WGN) for the Indian subcontinent.
coverage with five full service offices and 15 field offices in Delhi, Calcutta, Mumbai,
Bhubaneswar, Lucknow, Indore & Ludhiana. CSMM services clients in India and
neighboring countries (Sri Lanka, Bangladesh, Pakistan and Nepal) and this diverse
network has made CSMM the leading provider of stakeholder products and services
in South Asia.
is a Research based consultancy arm – B2B and technology markets. Operating out
of four locations in India, viz., Mumbai, New Delhi, Bangalore & Chennai, BIRD has
been advising clients from India and across the globe since the last 35 years.
policy-related, while the hardest combine all three aspects in any country.
25
ORGANIZATION MARKET
PROFILE
and tools that help clients use information correctly to address specific business
Retail Measurement
than 80 countries.
Consumer Panel
scanners. Panel information reveals consumers’ purchasing from all outlets they
visit and provides insights into who is buying, methods of payment, use of coupons
Our team of experts work with retailers and manufacturers around the world to
26
return on their investment in managing assortment and in-store space. We help
them make key decisions on issues such as shelf inventories, shelf space, category
information.
Consumer Research
Our diverse and powerful suite of Consumer Research services help clients obtain
Retailer Services
Our services for retailers are designed to help them understand what attracts
performance, increase traffic and sales, leverage their frequent-shopper data and
build consumer loyalty, improve performance of their private label products and
understand their results across all product classes and categories they carry.
Our advanced Modelling & Analytical Services help clients address such key
\ Decision Support
We provide clients with a wide range of software tools and delivery methods
27
moment they need it. These tools range from advanced analytical and data-
management systems for sophisticated users to standard reports for end-users that
Global Services
throughout the world to deliver clear, consistent information across markets. This
Retail Consulting
needs. We have access to latest global and local trends and help you make the
right decisions. We offer a full range of services ranging from quantitative research,
28
ORGANIZATION
choice, which has become palpable in the recent years, is going to continue. With
the opening of the Indian economy, the markets have gradually become buyers'
optimize their functioning giving a holistic view and an insight into the future.
clients take decisions on the basis of the best possible information. ORG-MARG's
infrastructure and services covers India and South Asia. With over 1600 employees
spread across 5 full-service offices in India and over 350 employees in Bangladesh,
Nepal and Sri Lanka, ORG-MARG accounts for just over half the total number of
the U.S. and Canada, in October 1999. This was followed in December 2000 by the
retail audit data and television audience measurement and Internet measurement
29
In the days ahead, the key business development areas identified
include:
Advanced analytics
Data mining
Scripting
CHAPTER 3
DISCUSSIONS ON TRANING
STUDENT’S WORK PROFILE
(ROLE AND RESPONSIBILITIES)
30
Roles and Responsibilities
The student, preceptor, and faculty have equal responsibility for providing a
preceptor site and will keep the preceptor informed about cases and learning
activities.
31
The Student will function under the Nurse Practice Act statues and
The Student will participate in conferences with the preceptor and faculty to
experiences.
designated intervals to the faculty. Required forms are identified in each course
and may include but are not limited to: clinical logs, clinical skills performance
32
analysis which help me to understand my strength , weakness,
ORG Marg’.
what the people actually need .These kind of work help me in understanding
immense knowledge and satisfaction regarding the importance of his/her in the field
in Marketing. I had also done some survey which gave me knowledge regarding the
PROJECT-‘EXPERIENCES’
responsibility to find out about the views and impression of the SPENCER’S
33
items).Actually Spencer’s are incurring losses from these sections, Other modern
Retail Outlets (like Big Bazar,Reliance etc.)and shops incurring more profit than
Spencer’s, So to get the actual cause behind it, Spencer’s gave research part
distributed to one of the managers and after that these are transferred to one of the
avenue (Gariahat). There I collected data from customers at the schedule time as
customers. I had dealt with various customers for the purpose to take their views . I
had also faced various problem to take interview sessions because different
customers were ignoring to give their views due to lack of their time.
CHAPTER 4
STUDY OF SELECTED
34
RESEARCH PROBLEM
1. There must be individual or a group which has some difficulty or the problem.
2. There must be some objective to be attained at .If one wants nothing one can
3. There must be alternative means or the courses of action for obtaining the
35
10.Respondent often hesitate to give their authentic information.
who have purchased those goods, why they are not interested to buy
sections.
earning revenues .
to find out the reason why Spencer’s is incurring losses in electronics, electrical
that is to ask different customers and consumers what are their choices &views
36
For that purpose Spencer’s forwarded the questionnaire to AC NIELSEN to
ANALYSIS OF DATA
The data of our project has been analyzed by using two questions with
several Spencer’s aspects. The sample questions have been collected from the
questionnaires that has been used during our project or interview to the interviewee.
The sample questions are as follows and also shown in the table the % of these
following topics.
Q1: “You just told me that you have readymade garments/apparels today from
this store. Looking at this card could you please evaluate this Spencer’s store
keeping in mind the ready made garment /Apparel section, on each of these
aspects?”
37
Topic Excellent Good Average Poor DK/CS Refused
.
b Apparel range and its 5% 25% 70%
. quality
. shop
d Service levels in the 25% 65% 10%
. garment section
e Quality of promotion on 10% 35% 55%
. apparel
f Communication about 40% 45% 15%
arrivals on apparel
Q2: “You just told me that you have bought Electricals/Electronics products
today from this store. Could you please evaluate this Spencer’s store keeping in
Topics Yes No
a Did you like the look and feel of the electronic/electrical section? 35% 65%
b Did you feel the range of products displayed were adequate in this 30% 70%
section?
c Did you find the display of the products in this section to be well 40% 60%
D Were you well received in the section and did anybody greet 80% 20%
/approach you?
38
E Did the attending staff try and understand your needs before even 75% 25%
F Were the staff technically qualified in terms of explaining the product 90% 10%
G Did the staff demonstrate the product (if required)? 45% 55%
H Did they also tell you about the post sale warranty and service for the 60% 40%
Charts were drawn below depicting the figures of various aspects readymade
garments section:
a)
40%
35%
30%
25%
20% EXCELLENT
GOOD
15%
AVERAGE
10%
5%
0%
Overall Satisfaction
39
b)
70%
60%
50%
40%
30% EXCELLENT
20% GOOD
AVERAGE
10%
0%
Apparel
range
and its
quality
c)
45%
40%
35%
30%
25%
EXCELLENT
20%
GOOD
15% AVERAGE
10%
5%
0%
Display and convenience to shop
40
d)
70%
60%
50%
40%
30%
EXCELLENT
20% GOOD
AVERAGE
10%
0%
Service
levels in
the
garment
section
e)
60%
50%
40%
30% EXCELLENT
GOOD
20% AVERAGE
10%
0%
Quality of promotion on apparel
f)
41
50%
40%
30%
20%
EXCELLENT
10% GOOD
AVERAGE
0%
Com
Electronics/Electrical section:
a)
70%
60%
50%
40%
30%
YES NO
20%
10%
0%
Did
42
b)
80%
60%
40%
20%
0%
Did you feel the range of products displayed were adequate in this section? YES NO
c)
60%
50%
40%
30%
20%
10%
0% YES NO
Did
d)
43
80%
60%
40%
20%
0%
YES NO
Were
you well
received
in the
section
and did
anybody
g...
e)
80%
70%
60%
50%
40%
30%
20% YES NO
10%
0%
Did
f)
44
60%
50%
40%
30%
20% YES NO
10%
0%
Did
g)
60%
40%
20%
0%
Did the... YES NO
SUMMERY OF FINDINGS
Nielsen India took responsibility to find out about the views and impressions
of the consumers of Spencer's . Spencer’s wanted to know why they are incurring
loss in electronics and garment sector. and by this survey we AC Nielsen helped
45
them to know the reasons .the quality of the product are not good,and Spencer’s
are not having very wide range of product in these sector. the prices are not
But the problem is the research process which is very lengthy as well as
CHAPTER 5
several areas where I met different kinds of people and learnt to interact with them
and understood the motive of the survey. It was very good experience when I went
maintain a proper co-ordination among the employees. I met with some high profile
information about the specific product/ service by which I clearly understood about
46
the various thing. It was very easy to conclude the entire matter. During this project I
learnt some very important things which will definitely be helpful for my career. I
those prospects and to do team work with members/ colleagues. I even learnt the
value of time and to handle critical and difficult situation with patience, to accustom
During doing this project I have learnt so many . which is very important for
my future career prospect. Everyday I have learnt new thing specially in my survey
period. From first day of my project I learnt that how to communicate with highly
profile people in several parts of our society, how to tell them about the total thing,
how to do our work with our team members/ colleagues, how to tell them with
politely, learnt the value of time, learnt to handle the critical/difficult situation with
cool mind, how to adjust myself in different situations. I have improved my quality if
very important in the corporate world. As well as I have gaining my confidence level
47
We may conclude by saying that the task of defining a research problem,
very often, follows a sequential pattern- the problem is stated in a general way, the
ambiguities are resolved, thinking and rethinking process results in a more specific
formulation of the problem so that it may be a realistic one in terms of the available
data and resources and is also analytically meaningful. In this research various
kinds of technical terms and words, with special meanings used in the statement of
the problems should be clearly defined. As well as basic assumptions relating to the
research problem must be clearly defined. The scope of the investigation or limits
research problem.
APPENDIX
QUESTIONERES
Topic Excellent Good Average Poor DK/CS Refused
a Overall Satisfaction 1 2 3 4 5 6
.
b Apparel range and its quality 1 2 3 4 5 6
.
c Display and convenience to 1 2 3 4 5 6
. shop
d Service levels in the garment 1 2 3 4 5 6
. section
e Quality of promotion on apparel 1 2 3 4 5 6
.
f Communication about offers, 1 2 3 4 5 6
. Promotions, new arrivals on
apparel
Q1: “You just told me that you have readymade garments/apparels
today from this store. Looking at this card could you please evaluate this
48
Spencer’s store keeping in mind the ready made garment /Apparel section,
products today from this store. Could you please evaluate this
Topics Yes No
E Did the attending staff try and understand your needs before 1 2
even making a product recommendation?
49
G Did the staff demonstrate the product (if required)? 1 2
H Did they also tell you about the post sale warranty and service 1 2
for the respective products, as well as the details of installation?
I Were you well informed about the price, offers and exchange 1 2
offers if any?
BIBLIOGRAPHY:
www.google.com
www.amazon.com
www.tradeindia.com
www.yellowpages.com
www.indiamart.com
www.nielsen.com
www.acnielsen.com
OTHER REFERRENCE
50