

Matrketing Strategies of Priyagold

SURYA FOODS & AGRO LTD.

A report submitted to U.P. Technical University for the partial fulfillment of

MBA Degree

U.P. TECHNICAL UNIVERSITY LACKNOW

Submitted To Submitted by:

HOD-MBA Deptt Upendra katiyar
Roll no.: 0921320007
MBA-3rd Sem
Batch: 2009-2011

Greater Noida Institute of Technology - MBA Institute

7, Knowledge Park II Greater Noida - 201306
 DECLARATION

I, Upendra Katiyarto declare that the summer training project report entitled
“RETAIL OUTLETS COVERAGE IN RESPECT OF SUPPLIES” being
submitted to the U.P.TECHNICAL UNIVERSITY for the partial fulfillment
of the requirement for the degree of Master of Business Administration is
my own endeavors and it has not been submitted earlier to any
institution/university for any degree.

Place: (upendra katiyar)

Date:
 TABLE OF CONTENTS

CHAPTER I

 COVER & TITLE PAGE

CHAPTER II

 PREFACE

 CERTIFICATE

 ACKNOWLEDGEMENT

 DECLARATION

 SYNOPSIS

 EXECUTIVE SUMMARY

CHAPTER III

 INTRODUCTION

 AREA OF STUDY

 RESEARCH OBJECTIVE

 RESEARCH METHODOLOGY

 DATA COLLECTION METHOD

CHAPTER IV

 LITERATURE REVIEW

CHAPTER V

 COMPANY PROFILE
 INDUSTRY PROFILE
 TRADE PROFILE
 MARKETING STRATEGIES
 MANAGEMENT HIERARCHY
 GOVERNMENT POLICIES
 COMPARISON WITH OTHER BUSINESS

CHAPTER VI

 PROJECT SUMMARY

CHAPTER VII
 BRAND NAME
 DISTRIBUTION SYSTEM
 CONSUMER BUYING BEHAVIOR
 MERCHANDISING THROUGH RETAILER

CHAPTER VIII

 DATA ANALYSIS
 FINDINGS
 MARKET SHARE
 MARKET POTENTIAL
CHAPTER IX

 SWOT ANALYSIS

 RETAILER’S VIEW AND COMPLAINT

 RECOMMENDATION

 LIMITATION

CHAPTER IX

 QUESTIONNAIRE

 CONCLUSION

 BIBLIOGRAPHY

 WORD OF THANKS

 APPENDIX
 PREFACE

To start any business the success entirely depends on

the marketing research done about the particular product and

the consumer attitude towards the product. Marketing

research plays a vital role in a business to make it success.

The topic given to me was

“RETAIL OUTLETS COVERAGE IN RESPECT OF SUPPLIES”

I have tried to put my best effort to complete this task on

the basis of skill that I have achieved during my studies in the

institute.

I have tried to put my maximum effort to get the accurate

statistical data, if any error or any mistake in collecting the

data, please ignore it.

 In this research work, a survey was conducted about the

prescribing preferences of consumer, the market share of

various brands of biscuits. The survey was conducted in New

Delhi.

A sample of 400 retailers had been taken.

 ACKNOWLEDGEMENT

The Eight Weeks that I have spent in PRIYAGOLD

biscuits have passed rapidly. This short tenure has been

learning experience all the way. I started with a little

knowledge about the Biscuits Industry and now while

compiling the report there is a sense of achievement that my

effort was worth it. It might seem that even with the extensive

study undertaken. I have merely scratched the surface

because the more I read more I want to write. The report

might seem lacking in some areas. But is has been sincerely

tried to include whatever was found relevant. It was a

constant tussle between putting authenticated data from the

various primary as well as secondary sources.

I want to express my gratitude towards Mr. Arun Sharma

(Sales Manager) for giving me an opportunity to do my

summer training in this esteemed organization.

 I would also express my sincere and special thanks to all

other members of this company who gave me constant

guidance, suggestion and encouragement which helped me in

a lot in completing my summer training project successfully.

I would express my sincere thanks to my faculty guide,

GNIT, Gr. Noida and other faculty members who provided me

with the opportunity to work on this project. Their support

and encouragement in calculated in me a confidence work in

such a reputed organization.

Last but not the least, I would like to forward my

gratitude to my parents who always endured me and stood by

me and without them I could not have envisaged the

completion of my project.

Amit Kuamr
 EXECUTIVE SUMMARY

With the opening of Surya Food & Agro Ltd. Industry was very

small. PRIYAGOLD is a part of Surya Food & Agro Ltd. When

this industry to enter in the biscuit industry then a lot of

competitors were there but they didn’t frustrate and entered

with good quality and good distribution channel.

The major customer knows to PRIYAGOLD through its

quality and family pack. Now PRIYAGOLD has good market

condition in New Delhi and very soon its probability to cover in

all over India. Customer more attract from its good quality. It

has a strong image of customer mind.

I Amit Kumar, a student of MBA-3 rd Sem, GNIT, Greater

Noida did my S.T. project from Surya Food & Agro Ltd. In

Noida under the guidance of Mr. ARUN SHARMA (Sales

Manager) of PRIYAGOLD on the topic of “Retail outlets

coverage in respect of supplies of PRIYAGOLD”.

 During Summer Training, I met various executive and

staff of organization. Without whom its project would not have

been a successful. I also interviewed a few major customers to

know about their opinion about the company and other

competitors. This helps me in data collection, marketing

strategies and assessment. I was able to know about

customer preference and choice of PRIYAGOLD brands and

other biscuit brand and problems. In this project I have dealt

with various strategies and marketing plan.

I have tried my bets to make this project come out with

some relevance.
 INTRODUCTION

Retail outlets coverage in respect of supplies &

competitor’s activity, it is not only the part of topic but also a

very important aspect of business organization. In present

scenario, competitors are major problem of business. Now a

days, each and every organization first of all try to demolish

the competitors steps. If any new organization going to start

then firstly it will sure focus on activity of competitors and

according to that next steps arise.

Another part of topic is market share and market

potential of PRIYAGOLD biscuits. Market share and

potentiality helps into organization that where organization

stands in the market or what are the major chances to

increase sales or cover the entire market. This important

aspects gives knowledge to organization about quality, price or

choice of the consumer etc. For all the circumstances,

retailers play important role for organization. They give a

perfect information to the company that helps to take next

steps.

So perfect supplies, competitor’s activity, market share

and potentiality are very important part of business industry.

 AREA OF STUDY

WEST DELHI:

 SUHASH NAGAR

 HARI NAGAR

 RAJOURI GARDEN

 PRATAP NAGAR

 INDER PURI

 BALJEET NAGAR

 WEST PATEL NAGAR

 EAST PATEL NAGAR

 RESEARCH OBJECTIVE

AIM: To find out the retail outlets coverage in respect of

supplies & competitive activity of PRIYA GOLD biscuits.

OTHER OBJECTIVE:

 To know the market share of PRIYAGOLD.

 To know the market potential of PRIYAGOLD.

 To know the factors affecting sales.

 To know the buying behavior of consumer toward

PRIYAGOLD biscuit.

 To know the effectiveness of advertisement.

 To know the retailers/wholesaler expectation from the

PRIYAGOLD.
 RESEARCH METHODOLOGY

Research in common parlance refers to a search for

knowledge. One can also define research as a scientific and

systematic search for pertaining information of a specific topic.

It is the pursuit of truth with the help of study, observation,

comparisons and experimentation.

The following are the seven steps of a research:-

1. Specifying research objectives.

2. Preparing a list of the needed information

3. Designing the data collecting project

4. Selecting a sample type

5. Determining sampling size

6. Organizing and carrying out the fieldwork

7. Analyzing the collected data and reporting the finding

 These steps are not a contrived sequence of independent

steps; they consist of a number of interrelated activities.

To take an example, one must have a good understanding of

the research objectives. Now we discuss the seven steps in

details:

(1) SPECIFYING RESEARCH OBJECTIVES

In this step of the research process, researchers must

first obtain answers to the questions,

What is the purpose of this study? and

What are the objectives of the research?

If these questions are not properly answered at the

outset, the study is likely to be misdirected and to pursue

vague or obscure goals, the probable result will be that the

collected data will not be as valid and/or reliable as desired.

 Clearly, this step in the research process must involve

both the manager and the researcher. One source of research

error is poorly conceived study. Much of the responsibility for

specifying research objectives necessarily lies with the

manager.

Researcher cannot be expected to answer such questions as

“What is the purpose of study” Without a great deal of

assistance. Hence, if this step in the research process is not

to be major source of error, the manager and the researcher

must collaborate in a clear and precise identification of the

study objectives.

(2) PREPARING A LIST OF THE

NEEDED INFORMATION

After a satisfactory statement of the study’s purpose and

objectives has been established, it is necessary to prepare a

list of the information needed to attain the objectives. The

contents of such a list will be determined by the objectives of

the research and the situation leading to the research request.

(3) DESIGNING THE DATA COLLECTION

PROJECT

After the research objectives have been specified (step 1)

and the list of needed information has been prepared (step 2),

the researcher should determine whether such information is

already available, either in company records or in outside

sources, certainly, the researcher should not collect data from

the field until the appropriate secondary sources of

information have been reviewed. If the needed information is

not available from secondary sources, the researcher will have

to collect data in the field, and so it will be necessary to design

a data collection project.

PROBLEMS IN ACHIEVING THE SCIENTIFIC

METHOD:

Researcher encounter many possible sources of error when

designing a data collection project. Some of these include

using a poor or inappropriate research design not using

experimental designs where possible); using a large scale

study instead of a small scale study, or vice versa; using poor

experimental designs; and still others.

To minimize the possible sources of error associated with

designing a data collection project, the following five issues

must be given attention first:-

A. SHOULD THE RESEARCH BE EXPLORATORY OR

CONCLUSIVE?

To a great extent, this issue is likely to be determining by

the research objective and the situation leading to the

request for research. Exploratory research is likely to be

used when investigating a potential opportunity or problem

and conclusive research is likely to be used when the

 research is likely to be used when the research findings are

expected to result in specific decision being made or specific

actions being taken.

B. WHO SHOULD BE INTERVIEWED AND HOW?

Next, the researcher must identity who has the needed

information how it can be obtained.

C. SHOULD ONLY A FEW CASES BE STUDIED, OR SHOULD

A LARGE SAMPLE BE USED?

If the study is a conclusive one, and if the findings are to

be “representative” of the universe, the researcher may want

to use a large scale statistical study. However, if the project

is concern with finding a “best” way rather than a typical

way of doing something such as laying out the main floor of

a fast food restaurant the research may well consists of the

analysis of a few selected cases.

D. HOW WILL EXPERIMENTS BE INCORPORATED IN THE

RESEARCH
 If conclusive research is being undertaken, the research

project may include one or more experiments of some kind.

If an experiment is a part of the research design, the

researcher must decide such things as where and when

measurements will take place and how the experimental

variable will be applied.

E. HOW SHOULD THE DATA COLLECTION FORM BE

DESIGNED?

When it is necessary to collect original information,

researchers will do so by either questioning or observing

respondents. As it is common in most research projects to

employ a number of field workers, some procedure must be

used to standardize all of the data that is collected. This is

accomplished by giving all interviewers the same data

collection from to use when they interview or observe

respondents. In that way, all of the interviewers or field

workers will be collecting comparable data.

 (4) SELECTING A SAMPLE TYPE

Almost all marketing research projects are interested in

information about a large population such as all families with

children at home or all retail grocery stores. As it is

impractical to collect data from all embers of such large

populations, a sample is selected. Various type of samples are

possible, but they can be classified into two general categories

they are:-

1. Non Profitability

2. Probability

(5) DETERMINING SAMPLE SIZE

The researcher must also decide how large a sample to

select. Marketing research sample very from fewer 10 to

several thousand. The research must consider the problem at

hand, the budget and the accuracy needed in the data before

the question of sample size can be answered.

 (6) ORGANIZING AND CARRYING OUT

THE FIELD WORK

Fieldwork includes selecting, training, controlling and

evaluating the members of the field force. Their methods used

in the field in the field are very important, for they usually

involve a substantial part of the research budget and are a

potential source of error through lack of both validity and

reliability. Fieldwork methods are dictated largely by the

method of collecting data, the sampling requirements, and the

kinds of the information that must be obtained.

(7) ANALYSING THE COLLECTED DATA

AND REPORTING THE FINDINGS

After all the interviews and / or observations have been made,

the completed data collecting forms must be processed in a

way that yield the information the project was designed to

obtain. First, the forms needed to be edited to ensure that

instructions were followed, that all questions were asked

observations made, and that the resulting data are consistent

and logical. Next, the data is prepared for tabulation. This

means that the data must be assigned to categories and then

coded so the responses can be put in to the computer. The

responses are usually tabulated and analyzed on a computer.

 DATA COLLECTION METHOD

Data collection is an elaborate process in which the

researcher makes a planned research for all relevant data.

Data is the foundation of all market research. Data or facts

may be obtained from several sources. Data can be classified

as:-

1. PRIMARY DATA

2. SECONDARY DATA

(1) PRIMARY DATA

Primary data is the data gathered for the first time by the

researchers. If the secondary data is found to be inadequate

or unavailable, the researcher goes for primary data.

COLLECTION OF PRIMARY DATA

Collection of primary data is a task demanding technical

expertise. The provider or the source of primary data is

termed as “respondent”. A respondent may give information

actively or passively.

(2) SECONDARY DATA

Secondary data is the data borrowed from secondary sources

by the researcher. Secondary data can be internal or external

i.e. internal records of the company or information available

from library and other statistical organization.

In a Market Research Project Field Work has a very vital

role to play. As a matter of fact, its the back bone of any

Market Research Project. Field Work basically consists of

collection of primary data. In this project, researcher had to

undergo a lot of Field Work. For the purpose researcher has

to visit various cinema halls, public attractive places, colleges

and school canteens etc.

 The whole area, which was to be surveyed, was divided

into different segments randomly. Simultaneously survey of

both retailers and consumers was carried out. The research

worked in the field for a span of one and half months.

Later on whole data, which was collected from field, was

well scrutinized and tabulated for analysis. Its interpretation

has been provided in most easy to understand manner with

the help of suitable diagrams and charts.

I hope that this project will clear all the doubts and

perceptions, which come up in your minds occasionally and I

hope that our data analysis and key findings will throw some

more light on Biscuit Industry. At the end I am very much

confident and pleased to state that this project will solve the

purpose of PRIYAGOLD BISCUITS.

 LITERATURE REVIEW

MARKETING

Marketing is a societal process by which individuals and

groups obtain what they need and want through creating,

offering and freely exchanging products and services of value

with others or otherwise it is the process of planning and

executing the conception, pricing, promotion and distribution

of ideas, goods, services to create exchanges that satisfy

individual and organizational goals.

MARKETING STRATEGY

Marketing strategy is a set of objectives, policies and rules

that leads the company's marketing efforts. It is the

marketing approach to accomplish the bread objective of the

marketing approach to accomplish the bread objective of the

marketing plan. The various process of marketing strategy is

given below:

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research

(1) MARKET SEGMENTATION AND SELECTING TARGET

MARKET:

It is an effort to increase a company's precision

marketing. The starting point of any segmentation

discussion is mass marketing. In mass marketing, the

seller engaged in the mass production, mass distribution

and mass promotion of one product for all buyers. Market

 segment consists of a large identifiable group within a

market with similar wants, purchasing power geographical

location, buying attitudes or buying habit. It is an

approach midway between mass marketing and individual

marketing. Through this the choice of distribution

channels, and communication channels become much

easier. The researchers try to form segments by looking at

consumer characteristics; geographic, demographic, and

psychographic. After segmenting the market then target

market selected.

(2) POSITIONING: The positioning is a creative exercise done

with an existing product. The well known products

generally hold a distinctive position in consumer's minds.

The positioning requires that every tangible aspect of

product, price, place and promotion must support the

chosen positioning strategy. Company should develop a

unique selling proposition (USP) for each brand and stick

to it, PPL consistently promotes its DAP fertilizer by Higher

yield at lower cost. As companies increase the number of

claims for their brand, they risk disbelief and a loss of clear

positioning. In general a company must avoid four major

 positioning errors. Those are under positioning over

positioning, confused positioning and doubtful positioning.

(3) PRODUCT: A product is any offering that can satisfy a

need or want. The major types of basic offerings are

goods, services, experiences, events, places, properties,

organizations, information and ideas. The company gives

more importance in quality, packaging, services etc. to

satisfy the customers. The products has it's life cycle.

The product strategies are modified in different stages of

product life cycle.

(4) PRICE: It is the most important aspect in company's point

of view. Price of the product will be decided by the

company according to the competitor's price.

(5) PLACE: This plays a major role in the entire marketing

system. the company emphasis on it's distribution

network. Proper distribution network gives proper

availability of the product.

(6) PROMOTION: Promotion is the one of the major aspects

in

marketing strategies. By adopting various promotional

activities the company create strong brand image. It also

helps in increasing the brand awareness. It includes

advertising, sales promotions and public relations etc.

(7) RESEARCH AND DEVELOPMENT: After testing, the

new product manager must develop a preliminary

marketing strategy plan for introducing the new product

in to the market. The plan consists of three parts. The

first part describes the target market's size, structure

and behavior. The second part out lines the planned

price, distribution strategy and marketing budget for the

first year. The third part of the development describes

 the long run sales and profit goals and marketing mix

strategy over time.

(8) MARKETING RESEARCH: Marketing research is the

collection and interpretation of facts that help marketing

management to get products more effectively into the

hands of consumers, Marketing research encompasses

all information pertinent to this task, all the appropriate

technique. In other words, marketing research is the

systematic gathering, recording, analysis of data about

problems relating to the marketing of goods &services..

 MARKETING MIX

Target Market

Product Price Promotion Place

Product List price Sales Channels

variety promotion

Quality Discounts Advertising Coverages

Design Allowances Sales forces Assortmen

ts

Features Payment Public relation Locations

period

Brand name Credit terms Direct Inventory

marketing

Packaging Transport

Sizes

Services

COMPANY PROFILE
 Company was established in December 1993 and

brought out its value and cherished project - Biscuits under

the brand name PRIYAGOLD. "PRIYAGOLD" is one of the

leading manufactures of biscuits in Northern India having

wide distribution network in Northern and Western parts of

India. PRIYAGOLD manufacture 22 varieties of Biscuits both

Sweet and Salt, Widely accepted and appreciated by millions of

domestic and international consumers. The companies

mercurial growth is attributed to its M.D. Mr. B.P. Aggarwal

who have got years of rich experience and depth of knowledge

in the field of biscuit, made it possible to penetrate the nook

and the corner of Northern and Western parts of India labeling

PRIYAGOLD biscuits a household name. The company has

capacity of 70 tones a day production. The company has

planned to achieve turnover of Rs. 300 crores by 2004.

PRIYAGOLD has been pioneering in economy packs.

The company has an existing dealer network of over 1000

distributors spread over in the North and the West. It is

planning to increase it distribution strength to 1100

distributors by the end of year 2004.

 INDUSTRY PROFILE

It gives me great pleasure to introduce the Summer

Training Report. It is based on the survey conducted in New

Delhi on Biscuit industry. The applicability of various

branding strategies play crucial role in marketing in product.

The applicability has grown due to the liberalization,

competition and technological changes taking place in

corporate world.

In this project the various branding strategies adopted by

the company has been studied and compared on the basis of

current market scenario. It gives the idea about the market

share enjoyed by the different companies in the Biscuit

Industry. It provides the adequate coverage of many issues

related to biscuit industry. The objective of this report is to

give the market share of PRIYAGOLD biscuits in the Indian

capital (New Delhi). It has been made possible by knowing the

 consumer's behavior and by studying the patterns

adopted by the retailers. It gives us very precise view about

the existing demand of PRIYAGOLD biscuits and demand of

their products as compared to other competitors.

Biscuits derive its name from a French word meaning

twice backed bread, Biscuits in general have a good shelf life,

which is higher than all other snack items available in the

market.

India is the second largest producer of biscuits in the

world after the U.S.A. but still the per capita consumption is

only 2.3 kg/year of developed countries. As per the latest

survey done by N.C.A.E.R., 49 biscuits are consumed in rural

areas. The penetration of biscuits into households stands at

an average of 83.2% with the rural penetration at 77% and

urban penetration at 88%.

 Biscuits are reserved for the small-scale sector but there

are strong possibilities of the industry being deserved in line

with the government policy of liberalization. The net effect

thus would be greater choice for the consumer as well as a

check on the costs.

The country production of the biscuits during 1997-98

was 18.6 Lac tons of which 1/2 was manufactured by the

organized sector. The industry turn over was 5322.7 Crores of

which organized sector contributed 2519.3 crores.

The annual growth rate of the industry is about 12.5%.

However, the growth of cream biscuits, assorted or special

variety is the range of 30-40%.

The organized sector consists of large, medium and small

scale biscuit manufacturers who produce packed biscuits.

 The major players in this sector are Britannia, , Parle G,

Priyagold etc. the unorganized sector comprises of small

bakery units, cottage and household type manufacturing

plants. These units distribute their biscuits in the

surrounding vicinity of their manufacturing locations of say

20-50 kms. The country production of biscuits during 1998-

99 is estimated to be about 19.5 lack tons. Out of which 1/2

again is expected from unorganized sector. The industry

turnover is estimated to cross 6100 crores of which organize

sector is expected to contribute 2990 crores.

Surya Food & Agro, makers of Priya gold biscuits,

doubled capacity from 25 tonnes a day to 50 tonnes and plans

to be a national brand soon. In an aggressive mode, the North

dominated biscuit player has increased its ad budget to Rs. 5

crore this year from Rs. 3 crore last year. Surya has also

recently invested about Rs. 5 crore in the modernization and

expansion of its production and packing its production

capacity of 40 tonnes per day to 100 tonnes per day by next

year. The aim: to take the current turnover of Rs. 50 crore to

Rs. 100 crore by the year 2001.

The low priced brand claims to have a 15 per cent market

share in the North and is aggressively eyeing a bigger bite of

the Rs. 2,500 crore biscuit industry. The brand plans to gain

a 40 per cent market share in the North by the year of 2001.

The company's strategy has been to attract new consumer

segments and widen its consumer base with its well packaged

low priced offerings. Surya's success has also come from its

formidable.

I hope that this project will clear all the doubts and

perception, which come up in your minds occasionally and I

hope that my data analysis and key findings will throw some

more light on Biscuit industry. At the end I am very much

confident and pleased to state this project will solve the

purpose of PRIYAGOLD BISCUITS.

 TRADE PROFILE

Since the foundation company SURYA FOOD & AGRO

LTD. in October 1993, we have become one of the leading

company of biscuit in northern India within very short span of

time. Our brand PRIYAGOLD in now a household name to

recone with not only that our wide spread distribution network

has also made inroad in the western part of India. To future

consolidate our position, we are significantly enhance our

dealership network our key objective to make finest quality

biscuit available to consumer. It has been our endeavor to

constantly innovate while maintaining the taste and flavor that

is uniquely PRIYAGOLD.

So whether its developing new process, improving system

or raising quality standard, we have made concerted effort

towards achieving the same, while taking almost care of

hygiene and that thinking reflect in what our brand reflect for

“HAK SE MANGO” a position that was formulated to drive

home the fact that everyone has the right to good taste and

right to task for it. After all PRIYAGOLD was conceived to

satisfy the discerning palate while offering good nutritional

value. We have done so adapting to it the latest technology.

Fully automated ovens bake the biscuit round the as they find

their way into automatic packing units of the company plant

at Surajpur, Greater Noida to cater to the every growing

demand of PRIYAGOLD biscuit.

With our unwavering commitment towards quality,

nutrition and hygiene, we have tried to ensure the PRIYAGOLD

always strives hard to safety our esteemed consumer. This

compile is an effort to case the must charised product that we

have in our PRIYAGOLD portfolio.

This total information consist from the trade profile of

PRIYAGOLD.

TOWARDS THE GOOD HEALTH IS THE EFFORT OF

PRIYAGOLD.
 MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of

concept. Rather marketing is one of the dynamic fields within

the management arena. The market face continually a new

challenge everyday and companies must respond to it

positively. Therefore it is not surprising that new market idea

keep surfacing to meet new market place challenges.

The market process is applicable to more than goods and

services. Anything related to market including ideas, events,

policies, prices and personalities comes under market

strategy. However it is important to emphasize opportunity in

the market through market strategy.

Following strategies adopted by the organization.

 A strong quality of the product and customer

satisfaction:

Customers always believe in good quality product. In my

survey, I found that in percentage term more people is quality

conscious and not price conscious. Customer satisfaction is

very important part of the organization that at any cost they

have to fulfill.

 A growing relationship with customer and customer

retention:

Nowadays a good relation with customer is very important for

organization. Sale is totally depending on the relation with

the customers. Customer's retention is also a major aspect

for growing business. It means keep the old customer and try

to make new customer.

 Focus on competitors activity:

Every organization should be careful about it's competitors

step, because they can disturb the growing sales process of

the organization.

 A growing emphasis on global thinking and local

marketing planning:

Companies are increasing by pursuing market beyond their

borders. When they enter other countries they must follow the
tradition of that country and also they make plan for local

market that which type of product has more demand and how

can it run in the market.

 Promotional Strategy

Under the market strategy promotional idea is very important.

Organization provides some schemes or rebates to retailers or

consumers. They make advertisement according to convenient

of the people and the feature of the product.

So on the basis of marketing strategy of organization runs in

the market. It is several types of which makes helpful to

increase sales and turnover of the organization.

 ORGANIZATIONAL STRUCTURE

Board of directors

M.D.

Ex. Dir. F. Dir. Dir. Dir. Dir.

(2) Dir.

Secretary

Chief Executive

Administra Labo Material & Sales Store Product

tion r packaging mana mana ion
manager office Manager ger ger manage
r r

Sales supervisor

Sales personnel

SALES DEPARTMENT

Sales Manager (Mr. Arun Sharma)

Sales Supervisor
Sales Personnel

PRIYAGOLD is headed by Managing Director Mr. B.P.

Aggarwal.

HIS FUNCTION ARE AS FOLLOWS

 Overall responsibility of operations of the company which

includes business services, corporate planning,

procurement, manufacturing quality, human resources

development and customer support services.

 Ultimate responsibility for the product quality, overall

responsibility for the implementation and maintenance of

the quality management system.

MANAGEMENT REPRESENTATIVES

The MD appoints management representatives and he has

defined authority and responsibility for ensuring that quality

system requirement of the company are implemented and

maintained.
The responsibilities are:

- Responsible for co-ordination and implementation of the

quality system.

- Convening management review committee meetings.

- Coordinating with HRD for the training requirement relating

to the quality management system of the company.

DEPARTMENTAL HEADS

Various departmental heads are appointed who are

responsible for the following:

- Developing and maintaining quality system.

- Document and data control.

- Identify and control of nonconforming

products/process/system in the dept.

- Taking timely corrective and preventive action for the non-

conformity observed.
- Identifying training needs of the personnel in the

department.

MARKETING AND SALES ORGANIZATION (MSO)

Marketing and sales organization of PRIYAGOLD is directly

responsible for all product management and sales operation

for both domestic and overseas market.

RESEARCH AND DEVELOPMENT (R & D)

PRIYAGOLD has R & D setup at Noida and is actively

pursuing several projects. At present PRIYAGOLD has more

than 140 R & D Engineers. In addition to internal projects, R

& D is also executing several projects, both onshore and

offshore, for overseas clients.

PROFESSIONAL SERVICES ORGANIZATION (PSO):

PSO of PRIYAGOLD provides solutions in the area of

development, integration, facilities management and training.

PRIYAGOLD strengthened its PSO to meet the growing

demand for enterprise solution in key vertical segments

comprising industries in telecommunication, manufacturing,

finance and banking, government, utilities and transportation.

MANAGEMENT INFORMATION SYSTEMS (MIS):

The MIS department handles information system needs of

PRIYAGOLD. All major functions like sales order processing

and invoicing PPC, Finance, HRD, inventory, Call maintenance

etc are fully computerized and integrated with each other

having electronic mail facilities, all customer orders are

transferred electronically to the plant for execution.

FINANCE & ACCOUNTS

Finance and Accounts department is responsible for keeping

accounts of the company, arranging and managing the funds,

credit control etc.

 CFO

DGM

FINANCE MANAGER

EXECUTIVES

Finance department is under the control of CFO. It comprises

of Accounts Executives. Account section generates

information/data relating to operational activities of the firm.

The end product of accounting is financial statement such as

the Balance Sheet, Income statement and statement of

changes in financial position.These statements and reports

assist the Finance Manager in assessing the past performance

and future planning for the firm.

Finance manager deals with cash and Bank. The company has

well-developed system of accounts. The responsibility of

recording the day to day transaction is vested with the deputy

general manager. Under the finance manager, there are the

executives.
 GOVERNMENT POLICY

The government policy plays an important role in the global

scenario. The government policy is key factor which establish

and regulate the industry. So to sustain in market every

industry follow the govt. policy. As per SURA FOOD AND

AGRO LTD. is not exceptional. The various govt. policy of

SURYA FOOD INDUSTRIES as follow:

 Organization has register as per the company act 1956.

 On the manufacturing of precision good they must pay the

sales tax @ 4% & central excise duty@16%.

 The amount of sales tax should be deposited within 45

days.

 The central exercise duty amount is deposited within 5

days.

 The central excise duty amount is deposited twice in a

month i.e. 5th & 20th.

 TDS should be deposited within 15 days in the end of

calendar month.

 ESI should be deposited within 21 days at the end of

calendar month.

 Surya Food and Agro Ltd (PRIYA GOLD) follow the

pollution free environment.

 The employee of PRIYA GOLD biscuit follow the all type of

safety rules while they were in duty.

 The company is manufacturing the work hours of the

employee under the "Indian factory act".

 This organization also follow the child labors rules.

These are the government policies of the organization

which is rustically follow by SURA FOOD & AGRO LTD.

 COMPARISON WITH OTHER BUSINESS

Generally all organizations have competitors in the

market. A particular organization always comprises with other

same business and according to market share we clarify the

brand of product is giving more challenge to my product.

When I was in the field for Surya Food and Agro Ltd. I

found many products, which can be compared with

PRIYAGOLD biscuit. As a conclusion I found that particularly

in my provided area PRIYAGOLD is really doing well and its

performance is on surprising level. Their PRIYAGOLD got

market Leader position and main competitor is BRITANNIA

with the second position. Except these two branches so many

brand is as a competitor of PRIYAGOLD and they are covering

some parts of markets. These brands are PARLE-G, ANMOL

& APSARA.
 PRIYAGOLD is basically providing good quality biscuits

but Britannia is not only providing good quality but also

providing small chocolate with small pack of biscuits. Parle-G

has good taste for especially for children. Yammi biscuit is

only selling of Anmol because it is very tastey.

In my provided area the share of the market is as follows.

PRIYA GOLD 42%

BRITANNIA 35%

PARLE-G 20%

ANMOL 3%

These are the main competitors of PRIYAGOLD and

BRITANNIA comes in second position but PRIYAGOLD is

largest demanded biscuit. Customers like its various brands.

 When we compared with other businesses then we follow

the quality, price, distribution system, promotional strategy

etc. of the competitors. In this area, PRIYAGOLD is doing well.

The business of BRITANIA is also growing with some good

brand of products. Anmol, Parle-G, & Apsara are also giving

good competition to PRIYAGOLD and BRITANNIA biscuit

organization.

So these are the comprises explanation with other

business of biscuit.
 PROJECT SUMMARY

After going thick on the things, now time is to make a

complete picture. While making a product a SKU (stock

keeping unit) of the shop retailers think about the GMROI

(gross margin return on investment) and they promote the

brand which provide them highest. They can expect return in

the form of profit margin, company schemes, window display

and reference of the shop. Among these company schemes

make the difference and are the highest sources of motivation

after profit margin. Retailing demands a constant push from

the company.

Marketer needs to use advertising and brand building

strategies to address the discerning buyers and retail push to

in different buyers. The manufacturer should understand

consumer behavior because retailers can’t help quality and

price. It is only up to manufacturers to deliver what consumer

wants. I need to stress on it because 58% retailers said that it

is demand why they sell PRIYAGOLD. 61% agree that at retail

shop it is brand popularity, which determine the purchase of

biscuit.

There is a greater need to understand the retailer behavior.

Considering them as a team, working for the company may

help them to be attached to the company. There should be a

feeling of belonging to the company in inner of the retailers.

This can be done by setting values club for retailers so that

they may exchange views with the company and help in

understanding consumer behavior.

 BRAND NAME

 Jeera Top

 Cashew Masala

 Cheez Bit

 K. C. Butter

 K. C. Chocolate Vanilla

 K .C. Strawberry

 Classic Cream Chocolate

 Classic Cream Elaichi

 Classic Cream Orange

 Classic Cream Milk

 Butter Bite Cashew

 Premium Butter Bite

 Butter Bite Badam Pista

 Butter Bite Kesar

 Marie Lite

 Nice Day

 Coconut Crunch

 Crack & Cheers

 Snack zig zag

 Glucose – V

 Cheese Cracker

 Magic Gold
DISTRIBUTION CHANNEL

MANUFACTURER

C&F DEPOT

DISTRIBUTOR

STOCKIST

WHOLESALER

RETAILER

CUSTOMER
 Distribution in marketing context means the transfer of

goods from producer to consumer, as we all know. In a

distribution system, we are to first find out what kind of

distribution channel is to be selected so as the firm can get a

convenient supply and economic maintenance of profit.

In Biscuit Industry, where flow of goods, matters a lot, it is

must to consider the following points very carefully.

 Selection of channels for distribution

 Warehousing and Transport

 Operational Research

 Logistic Mix

1. SELECTION OF CHANNEL OF DISTRIBUTION

For selecting a channel for distribution following points are to

be considered.

NATURE OF PRODUCT: Bakery items are consumer goods

and are constantly in demand. Once a consumer does not

find it in the retail shop, head may instantly choose the

another, at least for trial and here beings the decrease of

market share. PRIYAGOLD should not be always available in

retail shop but be visible to customer also.

FINANCIAL POSITION OF MANUFACTURER:- The fewer the

number of organization in the chain, smaller the burden on

the manufacturer. Expenditure on distribution through

alternative channels must be noted.

The distribution margin is affected with the selection of

distribution channel.

VARIETY OF PRODUCT TO BE SOLD:- More the variety of

product, more the responsibility of marketing department of

the company.

2. WAREHOUSING AND TRAINING

Warehousing and transport are essential part of distribution

system. Warehousing should be done in a manner, minimum

maintenance of cost should occur. That should be a source of

quick supply to customer because from this place basic supply

starts.
Transport is costly, so decision should be taken as to whether

warehouses are to be centrally situated or decentralized. To

maintain economical support, control of cost of vehicle is

essential and shipment must be planned so those vehicles are

effectively employed.

3. OPERATIONAL RESEARCH

Operational research is valuable in improving aspects of

distribution process, How?

 By mathematical representation of whole distribution

system.

 Noting and comparing transport cost.

 Measuring warehouse operation cost.

 Measuring Stock Level

4. LOGISTIC MIX

There has been little close examination of possible saving in

area of physical distribution, now known as logistic.

"Customer want products available in right sizes, at the right

time, in right packet and right condition. This is possible if

five key decisions are coordinated.

 Facility

 Inventory

 Communication

 Utilization

 Transport

It is important to remember the physical distribution

management refers to the flow of goods from end of production

time to customer. Logistic incorporates the total flow,

information into, through and out of system.

 CONSUMER BUYING BEHAVIOR

Understanding the buying behavior of the target market as

the essential task of marketing management under marketing

concept. The consumer market consist of all the individuals

and households who buy or acquire good and services for

personal consumption. The buying behavior tries to find out

the answers for the questions, who buys? How do they buy?

Where do they buy? Do they buy?

(A) FACTORS INFLUENCING CONSUMER BUYING

BEHAVIOR

There are four major factors that influence the buying

behavior such as cultural factors, social factors, personal

factors, and psychological factors.

(1) CULTURAL FACTORS: Culture is the most fundamental

determinant of a person wants and behavior. Values,

perceptions, preferences, and behavior are the main

 variable under culture of an individual. Each culture

contains sub-culture like nationality, religious group,

geographical area, and linguistic divisions etc.

(2) SOCIAL FACTORS: A consumer behavior is also

influenced by social factors such as the consumer

reference group family and social roles and status.

(3) PERSONAL FACTORS: A buyer decision is also

influenced by his or personal characteristics, notably the

buyers age, lifestyle, occupation, economic circumstances

etc.

(4) PSYCHOLOGICAL FACTORS: a person buying choices

are also influence by four major psychological factors

such as motivation, perception, learning belief and

attitudes.

(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying

process.
(1) BUYING ROLE

The buying role could be classified into four parts. These

are initiator, influencer, decider and buyer.

(2) TYPES OF BUYING BEHAVIOR

Consumer decision taking varies with the type of buying

decision. There are four types buying behavior such as

Complex buying behavior, Habitual buying behavior,

Variety seeking buying behavior.

(3) STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely

problem recognition search, evaluation of alternatives

purchase decision and past purchase behavior.

(i) NEED RECOGNITION

The buying process starts with the buyers recognition of

a problem of need. The buyer sense a difference between

his actual state and desired state.

(ii) INFORMATION SEARCH

There are different sources from where a consumer can

gather information like personal sources commercial

sources, experimental sources.

(iii) EVALUATION OF ALTERNATIVES

After gathering information about different products the

customer will be in a fuss as to choose which product

among the mainly alternatives consumer usually

evaluate the alternatives on traditional basis, on the

basis of utility function etc. from the many alternative

consumers at last choose the best one for him.

(iv) PURCHASE DECISION

A consumer who decides to execute purchase intention

will be making up to five purchase decisions.

(v) POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer

will experience some level of satisfaction or

dissatisfaction with the product and services that will

influence subsequent behavior. If consumer is satisfied

he may show the probability of buying the product the

next time, satisfied customer will say good thing about

the product, proving the statement that "satisfied

customer is the best advertisement. "The dissatisfied

customer, may take some action against it. They may try

to reduce the dissonance by abandoning returning the

product.

Understanding consumer needs and buying process is

the foundation of any company. By understanding how

buyers go through problem recognition, information

search evaluation of alternatives, the purchase decision

and post purchase behavior marketers can pick up many

clues as to how to meet buyers need.

 MERCHANDISING THROUGH RETAILER

Meaning, Role and Importance

Merchandising is planning and promotion of sales by

presenting a product to right market a proper time by carrying

out organizing skilful advertising using attractive display. As

in the industry where availability of product can cast

remarkable effect on sales, retailers are the people who are

needed to play their role effectively.

There is no need to repeat that active role of retailer is

having remarkable importance in promoting sales. Retailers

are the most experienced people who are much more familiar

with the buying behavior of customer. On a basis he helps in

generating demand too. He can owe the responsibility of

accomplishing following tasks.

 Present the product in a better way

 Communicate consumer behavior to the company

 Help in generating demand

 Making customer aware of the product

 Increase market share

As a promotional activity "Merchandising through retailer".

It is not possible to ignore retailers because they can just keep

the product to sell, promote it or even destroy the brand

image. That depends upon how serious the company is to

make effort to get maximum out of merchandising.

Many times retailing is considered as an activity not covered

in jurisdiction of marketing whereas considering retailers as a

team can make them the resource for the company who can

help in the manner defined above.

TOOLS FOR EFFECTIVE MERCHANDISING

To promote the sales from retail store it is

uncompromising to motivate retailers to have an active

participation in making merchandising efforts.

 Here tools for merchandising means that entire range of

factors that a retailer can consider for promoting a certain

brand. Considering widely, following are the types of

motivation -

(a) Profit

(b)Reward

(c) Referent

(d)Expert

(e) Legitimate

(f) Coercive

A brief description of all is as under –

(a) PROFIT - Retailers are best convinced by the profit margin.

This is the first thing that comes into the mind of retailers.

Other types of profit for retailers are company's schemes for

retailers like quantitative or monetary discounts etc.

keeping the view.

Direct Profits:- Direct profits are primary for retailers. He

wants to earn more and more profit margin is the first thing

that comes in the mind of the retailers.

It was found that the retailers of small stores want the

higher margin.

Considering the economy of India, it is must to keep the

margin higher to motivate the retailers and no doubt

PRIYAGOLD is doing it with some good extent.

Indirect profits:- This is what, competitors are providing

them as such qualitative discount, price discount, window

display company's scheme as such Free gifts on purchase

of a certain quantity. Schemes run by the company is the

main marketing activity that is done for promotion of sales

by retailer. For, improving market share, company should

launch innovative schemes.

(b) REWARDS:- Rewards are something that a person have

privilege of gaining when he do something extra than

others. If you understand and fulfill his expectation, that is

long, lasting source of motivation. For retailers, extra sales

bonus, festive gifts and of course special attention too like

inviting potential retailers for a meeting with dealer and

sales person can help in making merchandising potentially.

(c) REFERENT:- This we can say is the unseen tool of

merchandising. We must remember customer’s matter of

great consideration for a retailer. Some retailers are

considered as having high profile in the eyes of customer

just because they provide greater services like providing the

product of their choice and as well as better product with a

option of choosing from a wide range. On the other hand

we can say that he want to refer the image of his stop high

in the eye of customer and for this very purpose he want to

build good relationship with company.

 Company's part for building relation or generating sense of

belongingness can be fulfilled by-

 Setting proper

 Regulating proper and timely supply.

 Providing all schemes run by company to retailer

 Establishing strong emotional bonds.

(d) EXPERT:- Well this is something psychological, like being

expert in something makes you do with a feeling will power

like providing best of your services to customer and

customer are likely to help you in gaining the profit. This I

should say is more or less confined to service industry.

(e) LEGITIMATE:- Legitimate is power by position, rank or

contract.
(f) COERCIVE:- Threat if middle men do not comply with. For

retailers legitimate and coercive are not considerable

whereas expert is more relevant to technology.

How these tools can be applied to PRIYAGOLD is discussed

in suggestion and recommendations.

 FINDINGS

Questions pertaining to supply of biscuits

1) Are PRIYAGOLD biscuits available in your shop ?

[ ] YES [ ] NO

Ans: (a) 92 % retailers are having PRIYAGOLD biscuits.

(b) 8 % retailers are not having PRIYAGOLD

biscuits.

PERSONAL OPINION: Retailers prefer PRIYAGOLD biscuits

because it is very tasty & most of the retailers have due to

brand name.

2) If yes, how many brands are available ?

Ans: Out of 400 retailers it is found that 368 retailers

have PRIYAGOLD biscuits. Out of 368 retailers:

(a) 6 % retailers keeping 0-5 brands of PRIYAGOLD

biscuits.

(b) 33 % retailers keeping 6-10 brands of PRIYAGOLD

biscuits.

(c) 43 % retailers keeping 11-15 brands of PRIYAGOLD

 biscuits.

(d) 18 % retailers keeping above 15 brands of

PRIYAGOLD biscuits.

PERSONAL OPINION: Retailers prefer 11-15 brands of

biscuits due to retailer’s stock capability.

3) If NO, what is the reason for non availability of

PRIYAGOLD biscuits ?

[ ] No regular visit [ ]Problem with distributors

[ ] Replacement Problem [ ] Other

Ans: Out of 400 retailers it is found that 32 retailers

don’t have PRIYAGOLD biscuits. Reason behind it:

(a) 88 % retailers are having no regular visit problem.

(b) 6 % retailers are having problem with distributor.

(c) 3 % retailers are having replacement problem.

(d) 3 % retailers are having other problem.

4) Is Classic Cream Milk available in the shop ?

[ ] YES [ ] NO
Ans: Out of 400 retailers it is found that 368 retailers

are having PRIYAGOLD biscuits then it is found

that 360 retailers are having Classic Cream Milk

biscuits So,

(a) 90 % retailers are having Classic Cream Milk biscuit.

(b)10 % retailers are not having Classic Cream Milk

biscuit.

PERSONAL OPINION: The tangy taste of milk cream

enveloped in rich cream spread between two slabs of finely

baked biscuits.

(5) If NO, Reason for non availability of Classic Cream Milk

biscuits ?
[ ] Problem with supply [ ] People don’t like it

Ans: Out of 40 retailers who are not having Classic

Cream Milk biscuit. Reason for it:

(a) 80 % retailers are having problem with supply.

(b)20 % retailers says that people don’t like it.

(6) What is the source of procurement ?

[ ] Distributor [ ] Wholesaler

[ ] Direct

Ans: In my survey, I covered 368 PRIYAGOLD shops and

in on that PRIYAGOLD, source of procurements are

(a) Through distributor – 84 %

(b) Through wholesaler – 14 %

(c) Through direct – 2 %

PERSONAL OPINION: In most of the areas, the supply

of distributors are very good that’s why 84 % retailers

take the PRIYAGOLD biscuits from distributors.

(7) Which other biscuits brands are available ?

Ans: (a) 90 % retailers are having Britania biscuits.

(b) 84 % retailers are having Parle-G biscuits.

(c) 69 % retailers are having Anmol biscuits.

(d) 21 % retailers are having Apsara biscuits.

(8) What are the average monthly sales of PRIYAGOLD

biscuits ?

[ ] Below 1000 [ ] 1000-3000

[ ] 3000-5000 [ ] Above 5000

Ans:
(a) 28 % retailers sale PRIYAGOLD biscuits down

the amount of Rs. 1000.

(b) 47 % retailers sale PRIYAGOLD biscuits between

the amount of Rs. 1000-3000.

(c) 20 % retailers sale PRIYAGOLD biscuit between

the amount of Rs. 3000-5000.

(d) 5 % retailers sale PRIYAGOLD biscuit more than

the amount of Rs. 5000.

 MARKET POTENTIAL

Market potential of the PRIYAGOLD is much positive in

competitive era and will sure cover the maximum market

share of biscuit product. Potentiality of any product depends

upon the futuristic performance of the product. It depends

that how much potentiality retailers have to be permanent

seller of PRIYA GOLD.

For great potentiality it is necessary to improve those

factors which are going to effect retailers. In my study, I found

some factors, which can help to cover great potentiality.

These factors are following:

 Scheme delivery should in perfect determining time.

 Some places distributors not able to cover his particular

area. That should be improved.

 Scheme facility should be regular as much as possible.

 Always collect the views of retailers. It gives psychological

effect on the retailers about care ness by manufacturing

company.

These factors are very important for the organization. If

company is able to improve these all factors then definitely its

market share will more increase. Retailers will take more

interest to sell PRIYAGOLD biscuit and customer will also

enjoy for it.

So potentiality is very high of PRIYAGOLD biscuit in

positive direction.
 SWOT ANALYSIS

STRENGTHS

 Leading FMCG product.

 Strong market potential.

 High demand of the product.

 Big budget and willingness to invest in long term phases.

 Glamorous attractive and effective advertising company.

 Quality maintenance.

 Wide brand variety of the competitor and serve the

massage.

 Biscuit is becoming a very essential food habit of our

people.
WEAKNESS

 Focusing on bulk order rather than the small ones.

 Schemes and strategies formulated are national and not

locally adopted.

 Inability to retain target consumers.

 In effective team of redistribution stockiest.

 Lacking to cater the low-income segment.

 Work marketing policy.

OPPORTUNITY

 Further effective utilization of the post distribution network.

 Competing companies are not getting due success.

 Increase in the target consumers every year.

 Increase market share by improving services.

THREATS

 Advent of MNCs with their new product.

 Lucrative schemes offered by the competitors to the

retailers.

 Loosing market share due to inefficient work force.

 Decline in market reputation due to ineffective and delaying

services.
 RETAILER’S VIEW AND COMPLAINT

 Retailer said that due to irregular supply, he does not keep

PRIYAGOLD. He said that people could easily buy

PRIYAGOLD but there is no supply of product.

 He added he intent to promote the product that is good in

quality because people are quality conscious.

 Retailer said that he keeps PRIYAGOLD because he earns a

good profit margin.

 Some retailers ask for the gift like Calendar, Notepad, Diary

and Wall clock etc. with quoting the example of some other

companies, which are not in bakery.

 Some retailers say that packaging of PRIYAGOLD biscuit is

not good.
 Most of retailer says that salesman of PRIYAGOLD biscuits

does not pay proper attention on replacement and regular

services.

 Some retailer says that distributor of PRIYAGOLD biscuits

do not provide goods on credit.

 Some retailer very much angry from the distribution system

of scheme. They have achieved the target at the end of

March but yet did not get the scheme.

 Scheme facility should be regular.

 Always should be taken views of retailers or consumers.

 RECOMMENDATION

As a nature of the product is as such, it is always in

demand and demand should be fulfilled at that time itself,

following points were understood to be taken into

consideration for making system efficient.

 To promote the product range good consideration should

be made to wholesalers and retailers.

 To maintain the profit margin logistic mix should be

adopted by the company.

 Continuous responses should be taken from the

wholesalers about retailer's satisfaction.

 Everything should not be left on wholesalers, as time to

time sales person should visit retailers to understand

consumer market.

 It should be noted whether whole product range is

reaching retailers or not.

 More retailers and consumer based schemes should be

introduced and special emphasis should be given children

based schemes, because children mainly consume the

biscuits.

 As a researcher, I observed that for making the

distribution channel smooth transfer of goods, the

contribution of middlemen is required. Making all

process convenient always helps in doing so.

 LIMITATIONS

 Absence of proper co-operation of some retailer during the

research project.

 The time causes major hindrances. If the retailer was not

willing to respond at that moment, it was too difficult to

meet them again.

 Sometimes the right person was not at place, so it was

difficult to get my information about the product.

 The respondents might have shown bias or behaved

artificially so exact picture of sales potential could not be

derived.

 Money factor was also one of the factor faced by us.

 Lack of sufficient data on biscuits industry we had to face a

 lot of problem about India biscuit’s industrial profile.

 QUESTIONNAIRE

PRIYAGOLD BISCUITS

Date: _______________ City: ______________________

Type of outlet: A/B/C

Question pertaining to retailer profile:

Name of the shop: _____________ Contact Person: ___________

Address: ______________________ Tel. No.: __________________

Question pertaining to supply of biscuits:

1. Are PRIYAGOLD biscuits available in your shop?

[ ] YES [ ] NO

2. If YES, Which brands are available?

Butter Bite Elaichi Butter Bite Marie Glucose-V

Cream Cashew Lite
Fruit Bite Cheez Bit K.C.Butter C.
Cracker
Nice Day Snacks Magic Gold Cashew
Chocolate C.N.C. K.C.Chocolate Jeera
Cream Vanilla Top
Orange Kesar Bite K. C. Coconut
Cream Strawberry Crunch
3. If No, What is the reason for non-availability of

PRIYAGOLD?

[ ] No regular visit [ ] Replacement Problem

[ ] Problem with Distributor

4. Is New Brand (Classic Cream Milk) available in the shop?

[ ] YES [ ] NO

5. If No, Reason for non-availability of Classic Cream Milk?

[ ] Problem with supply [ ] People don’t like it

6. What is the Source of procurement?

[ ] Distributor [ ] Whole Saler

[ ] Direct

7. Which other Biscuits brands are available?

(a) _________________ (b) ___________________

(c) _________________ (d) ___________________

8. Which Brands are mostly selling?

[ ] Priyagold [ ] ParleG

[ ] Britannia [ ] Other

9. What extra quality our competitors have?

10. What are the average monthly sales of PRIYAGOLD?

[ ] Below 1000 [ ] 1000 to 3000

[ ] 3000 to 5000 [ ] Above 5000

11. Would you like to give any suggestion regarding proper

supply?

____________________________________________________________

Super Stockist Name: Signature of Retailer

Thanks a lot for spending your precious time on our queries.

Your opinion means a lot to us. We look forward to be serving

you soon.
 CONCLUSION

After going thick on the thing, now time is to make a

complete picture. While making a product a SKU (Stock

Keeping Unit) of the shop retailers think about the GMROI

(Gross Margin Return On Investment) and they promote the

brand which provide them highest. They expect return in the

form of profit margin, company schemes, window display and

references of the shop. Among these, company schemes make

the differences and are the highest source of motivation after

profit margin. Retailing demands a constant push from the

company.

Marketer needs to use advertising and brand building

strategies to address the discerning buyers and retail push to

in different buyers. The manufacturer should understand

consumer behavior because retailers can't help quality and

price. It is only up to dealers said it is demand they sell

PRIYAGOLD 42% agree that at retail shop it is brand

popularity, which determine the purchase of biscuit.

There is a greater needs to understand the retailer

behavior considering them as a team working for the company

may help them to be attached to the company. There should

be feeling of belonging to the company in inner of the retailers.

Setting values club for retailers so that they may exchange

views with the company and help in understanding consumer

behavior.
 WORD OF THANKS

I pay my sincere respect to PRIYAGOLD for giving me an

opportunity to work here as a summer trainee. I got the

proper coordination from all the departments.

I cherished my project a lot.

I'll be the happiest person, if I happen to get an

opportunity to work for the organization in the near future.

Upendra Katiyar
MBA-3rd Sem
GNIT,Greater Noida
 WHAT I HAVE LEARNED FROM MY
SUMMER TRAINING

I, Upendra Katiyarthird semester student of GNIT, Greater

Noida had an exciting and golden opportunity to do my

summer training from Priyagold, Noida provided through my

institute.

The project during my training assigned to me was "Retail

outlets coverage in respect of supplies ".

It gives me a great pleasure to introduce my summer training

report. It's based on the field work carried out in New Delhi on

Biscuit Industry. The applicability of various branding

strategies play crucial role in marketing of a product. The

applicability has grown due to the liberalization, competition

and technological changes taking place in corporate world.

In this project the various branding strategies adopted by the

company has been studied and compared on the basis of

current market scenario. It gives the idea about the market

share enjoyed by the different companies in the Biscuit

Industry. It provides the adequate coverage of many issues

related to biscuit industry. The objective of this report is to

give the market share of PRIYAGOLD biscuits in the Indian

capital (New Delhi). It has been made possible by knowing the

consumers behavior and by studying the patterns adopted by

the retailers. It gives us very precise view about the existing

demand of PRIYAGOLD biscuits and demand of their products

as compared to other competitors.

I hope that this project will clear all the doubts and

perception, which come up in you minds occasionally and I

hope that our data analysis and key findings will throw some

more light on Biscuit industry. At the end I am very much

confident and pleased to state this project will solve the

purpose of PRIYAGOLD.

As a student I got the practical experience of the

theoretical aspects that are found in the book. I could meet

personally many of the good personality.

I wish to express my heartiest sense of gratitude to the

HOD, Dr. D.N. Mahapatra for his pain taking efforts and kind

cooperation. I am also thankful to all those whose precious

suggestion were the succeeding stone of miles during my

summer training.

BIBLIOGRAPHY

BOOKS

 Kotler Philip, Marketing Management, New Delhi,

Prentice Hall Publication of India, 2007, pages referred

from 102 to 105, 183-197.

INTERNET
 www.priyagold.com

 www.google.com