Summer Internship Programme

Bharti Bathwal
IMI – Kolkata
8th April – 31st May
 Market
Introduction Conclusion
Findings

Level of Brand
Awareness Other ways to
3 Phases of
Increase the market
Internship
share.

Beat Plan
Comparison Shop floor
Research observations and

CONTENTS
Snapshot solutions
Brand

& FLOW
Prference

Objectives
OF PRESENTATION SWOT analysis

MT Penetration

Learnings
Factors
Influencing
Buying Decision
2
Taste Generation Recommendations
Activities
 3 PHASES OF INTERNSHIP

Sale of existing product line

Market visits Sale of ChocoKrem

 RESEARCH SNAPSHOT

NO. OF DAYS ON FIELD

12
NO OF
NO OF BOURBON STORES
PACKETS SOLD 8,400 23 COVERED

MARKET VISIT
SNAPSHOT

AVERAGE NUMBER OF NO OF DAYS ON FLOOR

8-9 35
JARS SOLD IN
VIKASPURI

2
MAJOR STORE FOR SALES
 OBJECTIVES

To understand the working

of sales department in
modern trade channel. MARKET SHARE

BRAND AWARENESS
To identify the factors To identify what all aspects
influencing purchasing McVitie’s needs to work on to
behavior of biscuits 01 02 03 04 increase it’s market share in a
competitive enviornment
MODERN TRADE
To determine the Brand awareness
PURCHASING of McVitie’s biscuits over it’s
BEHAVIOUR competitors
 KEY FINDING FROM THE SURVEY – 1

LEVEL OF BRAND AWARENESS

Very High High Medium Low Very Low
30 28
27
26 #1
25 23 23
24 23 Parle
22 43.07% Very #2
High
20 Britannia
18
41.5% Very
High
15 14
13 13
12 12
11 11 #3 Sunfeast
10 18.46% Very
High
7
#4 McVitie’s
5 5
5 3 16.9% Very
high
1 1 1 1 1
0
McVitie's Britania Parle Sunfeast Priyagold
 MCVITIE’S BEAT PLAN V/S BRITTANIA’S BEAT PLAN
MCVITIE’S BRITTANIA
Day Region Name Day Region Name
Monday FUTURE RETAIL (EASY DAY)- MODI NAGAR Monday EASY DAY- MADHUBAN ROAD.
Monday FUTURE RETAIL (EASY DAY)- GARH ROAD- SEC 5- JAGRITI VIHAR- MEERUT Monday RELIANCE FRESH MADHUBAN ROAD.
Monday Metro Merrut Monday RELIANCE FRESH HASANPUR.
Monday FUTURE RETAIL- PVS MALL- MEERUT Monday RELIANCE FRESH DILSHAD GARDEN
Monday WAL MART- NAGLA TASHI- KASAMPUR

Day Region Name Day Region Name

Tuesday VISHAL MEGA MART- DURGA PURI BHARTI- DELHI Tuesday VISHAL MM KHICRIPUR.
Tuesday FUTURE RETAIL (EASY DAY)- DURGA PURI- DELHI Tuesday RELIANCE FRESH KHICRIPUR.
Tuesday FUTURE RETAIL (EASY DAY)- MONDOLI ROAD- DELHI Tuesday EASY DAY TRILOKPURI.
Tuesday RELIANCE RETAIL LIMITED- MANDOLI ROAD- DELHI Tuesday EASY DAY MAYUR VIHAR.
Tuesday RELIANCE RETAIL LIMITED- GANGA VIHAR- GOKULPURI MAIN ROAD- DELHI Tuesday EASY DAY PANDAV NAGAR, MAYUR VIHAR.
Tuesday RELIANCE RETAIL LIMITED- NEAR BUS STAND BHAJAN PURA- DELHI Tuesday RELIANCE FRESH ACHARYA NIKETAN.
Tuesday RELIANCE RETAIL LIMITED- RUBBER FACTORY ROAD- NORTH GHONDA- DELHI
Tuesday RELIANCE RETAIL LIMITED- MAUJPUR GHONDA ROAD- DELHI
Tuesday METRO C&C- SHAHDRA
Tuesday METRO C&C- SEELAMPUR

Day Region Name Day Region Name

Wednesday RELIANCE RETAIL LIMITED- MADUBAN ROAD- DELHI Wednesday VISHAL MM SHAHDRA.
Wednesday FUTURE RETAIL (EASY DAY)- MADHUBAN ROAD BHARTI- DELHI Wednesday RELIANCE FRESH NORTH GHONDA.
Wednesday GPI 24*7- NIRMAN VIHAR- GHAZIABAD Wednesday RELIANCE FRESH MAUJPUR.
Wednesday Easy day Shakarpur Wednesday EASY DAY SHAKARPUR
Wednesday Lots Wednesday EASY DAY MAUJPUR.
Wednesday 24*7 Akshardham Wednesday EASY DAY NATHU COLONY
Wednesday FUTURE RETAIL- MAHUR VIHAR- DELHI
Wednesday FUTURE RETAIL- V3S- DELHI
Wednesday FUTURE RETAIL (EASY DAY)- PANDAV NAGAR- DELHI
 MCVITIE’S BEAT PLAN V/S BRITTANIA’S BEAT PLAN

MCVITIE’S BRITTANIA
Day Region Name Day Region Name
THURSDAY RELIANCE RETAIL LIMITED- HUSSANPUR DEPOT- DELHI THURSDAY RELIANCE FRESH GOKALPURI
THURSDAY FUTURE RETAIL (EASY DAY)- WEST VINOD NAGAR- DELHI THURSDAY EASY DAY DURGAPURI
THURSDAY RELIANCE RETAIL LIMITED- VINOD NAGAR KHICHRIPUR EXTN.- DELHI THURSDAY EASY DAY SONIA VIHAR
THURSDAY Vishal Khidipur THURSDAY VISHAL KHIDIPUR
THURSDAY 24*7 MV THURSDAY EASY DAY KARAWAL NAGAR
THURSDAY FUTURE RETAIL (EASY DAY)- MAYUR VIHAR- DELHI THURSDAY KB FAIR PRICE YAMUNA VIHAR
THURSDAY Easy Day Partap Nagar

Day Region Name Day Region Name

FRIDAY RELIANCE RETAIL LIMITED- DILSHAD COLONY EXTN- DELHI FRIDAY RELIANCE FRESH JAGATPURI
FRIDAY Easy Day Dilshad Colony FRIDAY RELIANCE FRESH SHAKARPUR
FRIDAY Easy Day Vishwas Nagar FRIDAY EASY DAY SHAKARPUR.
FRIDAY RELIANCE RETAIL LIMITED- JITTAR NAGAR- DELHI FRIDAY EASY DAY MANDAWALI
FRIDAY Reliance Fresh Chandar Nagar FRIDAY RELIANCE FRESH CHANDAR NAGAR
FRIDAY RELIANCE RETAIL LIMITED- MAYUR VIHAR- DELHI FRIDAY EASY DAY WEST VINOD NAGAR

Day Region Name Day Region Name

SATURDAY RELIANCE RETAIL LIMITED- SHASTRI PARK- CHANDER NAGAR- DELHI SATURDAY EASY DAY GEETA COLONY
SATURDAY FUTURE RETAIL (EASY DAY)- SONIYA VIHAR- DELHI SATURDAY RELIANCE FRESH SHASTRI PARK.
SATURDAY FUTURE RETAIL (EASY DAY)- KARWAL NAGAR- DELHI SATURDAY EASY DAY VISHWAS NAGAR.
SATURDAY METRO C&C- SHAHDRA SATURDAY RELIANCE FRESH MANDOLI ROAD.
SATURDAY METRO C&C- SEELAMPUR SATURDAY EASY DAY AMRITPURI.
SATURDAY FUTURE RETAIL- MAHUR VIHAR- DELHI
SATURDAY FUTURE RETAIL- V3S- DELHI
 Effective Time Management for Merchandiser

Average Hours a merchandiser works in a day 8 hrs Average Hours a merchandiser works in a day 8 hrs
No of stores Alloted 10 stores No of stores Alloted 10 stores
Lead time 20 min Time spent to cover 10 stores 480 min
MCVITIE’S Store Time 40 min Time spent to cover 1 store 48 min
Total time to cover 1 store 60 min
Time Required to cover 10 Stores 600 min Total time 48 min
(In Hours) 10 Lead time 20 min

Store Time 28 min

Average Hours a merchandiser works in a day 8 hrs

No of stores Alloted 6 stores
Time spent to cover 6 stores 480 min
BRITTANIA Time spent to cover 1 store 80 min
Total time 80 min
Lead time 20 min
Store Time 60 min
KEY FINDING FROM THE SURVEY – 2

BRAND PREFERENCE

McVitie’s ranked 4th in terms of Brand Preference

 MODERN FORMAT STORE PENETRATION
Modern Format Store 1 Modern Format Store 2 Modern Format Store 3 Modern Format Store 4 Modern Format Store 5
Metro Cash&Carry Shahdara Easy Day Mayur Vihar Big Bazar Mayur Vihar Reliance Khichripur Vishal Mart Khichripur

No of Listed Items = 21 No of listed Items = 10 (DOM) No of Listed Items = 24 (DOM) No. of Listed Items = 7 No of Listed Items = 9
Total No Of SKU No of SKU available Total No Of SKU No of SKU available Total No Of SKU No of SKU available Total No Of SKU No of SKU available Total No Of SKU No of SKU available

Bourbon 400gm 2+2 YES Bourbon Delight 400gm 2+2 YES Bourbon Delight 400gm 2+2 YES Bourbon Delight 400gm 2+2 Bourbon Delight 400gm 2+2 YES
Butter 200gm YES Butter 200gm Butter 200gm YES Butter 200gm Butter 200gm YES
Cashew Almond 100gm Cashew Almond 100gm Cashew Almond 100gm Cashew Almond 100gm Cashew Almond 100gm
Cashew Asoorted Tin 500gm Cashew Asoorted Tin 500gm Cashew Asoorted Tin 500gm Cashew Asoorted Tin 500gm Cashew Asoorted Tin 500gm
Cream Choco 100gm YES Cream Choco 100gm Cream Choco 100gm YES Cream Choco 100gm Cream Choco 100gm
Cream Orange 100gm YES Cream Orange 100gm Cream Orange 100gm YES Cream Orange 100gm Cream Orange 100gm
Digs 1Kg YES Digs 1Kg YES Digs 1Kg YES Digs 1Kg Digs 1Kg
Digs 400gm YES Digs 400gm YES Digs 400gm YES Digs 400gm YES Digs 400gm YES
Digs 500gm (4+1) YES Digs 500gm (4+1) Digs 500gm (4+1) YES Digs 500gm (4+1) Digs 500gm (4+1)
Digs 300gm (3+1) Digs 300gm (3+1) Digs 300gm (3+1) Digs 300gm (3+1) Digs 300gm (3+1)
Digs 200gm (150+50) Digs 200gm (150+50) Digs 200gm (150+50) YES Digs 200gm (150+50) YES Digs 200gm (150+50) YES
Digs 250gm YES Digs 250gm Digs 250gm YES Digs 250gm Digs 250gm
Digs 150gm YES Digs 150gm Digs 150gm Digs 150gm Digs 150gm
Digs 100gm YES Digs 100gm Digs 100gm YES Digs 100gm YES Digs 100gm
Digs ZAS 150gm YES Digs ZAS 150gm Digs ZAS 150gm YES Digs ZAS 150gm Digs ZAS 150gm
Fruit Cookies 300gm (2+2) Fruit Cookies 300gm (2+2) Fruit Cookies 300gm (2+2) Fruit Cookies 300gm (2+2) Fruit Cookies 300gm (2+2)
Fruit Cookies 120gm Fruit Cookies 120gm Fruit Cookies 120gm YES Fruit Cookies 120gm Fruit Cookies 120gm
McVities HOBNOBS 150gm YES McVities HOBNOBS 150gm McVities HOBNOBS 150gm McVities HOBNOBS 150gm McVities HOBNOBS 150gm
Ginger Cookies 120gm Ginger Cookies 120gm Ginger Cookies 120gm Ginger Cookies 120gm Ginger Cookies 120gm
Marie 250gm YES Marie 250gm Marie 250gm YES Marie 250gm Marie 250gm YES
Marie 90gm YES Marie 90gm Marie 90gm YES Marie 90gm Marie 90gm
Marie 90gm Pack of 12 YES Marie 90gm Pack of 12 Marie 90gm Pack of 12 Marie 90gm Pack of 12 Marie 90gm Pack of 12
WW Marie 100gm YES WW Marie 100gm WW Marie 100gm YES WW Marie 100gm WW Marie 100gm
WW Marie 200gm YES WW Marie 200gm WW Marie 200gm YES WW Marie 200gm YES WW Marie 200gm
WW Marie Pack of 12 YES WW Marie Pack of 12 WW Marie Pack of 12 WW Marie Pack of 12 WW Marie Pack of 12
Oat Cookies 300gm (2+2) Oat Cookies 300gm (2+2) Oat Cookies 300gm (2+2) Oat Cookies 300gm (2+2) Oat Cookies 300gm (2+2)
Oat Cookies 120gm Oat Cookies 120gm Oat Cookies 120gm YES Oat Cookies 120gm Oat Cookies 120gm
Pistachio Almond 100gm Pistachio Almond 100gm Pistachio Almond 100gm Pistachio Almond 100gm Pistachio Almond 100gm
Digs 66.5gm YES Digs 66.5gm Digs 66.5gm Digs 66.5gm Digs 66.5gm
Bourbon Delight 100gm YES Bourbon Delight 100gm Bourbon Delight 100gm Bourbon Delight 100gm Bourbon Delight 100gm
 KEY FINDING FROM THE SURVEY – 3

FACTORS INFLUENCING THE BUYING DECISION AND PREFERENCE

PRICE

32.3%
TASTE
QUALITY
72.3%
69.2%

FACTOR WEIGHTAGE

VARIETY BRAND POWER

18.5% 18.5%

30.8%
NUTRITIONAL VALUE
 TASTE GENERATION ACTIVITY

DAY 1
J : Mcvities Digestive is quiet heavy when compared to NutriChoice.
R: Not sure about the taste, feel the grains even after finishing the biscuit.
S: Little dry in mouth, but like the sweetness. I’ll like it with Tea most probably.
Sid: After taste is not that good.

DAY 3
J: Still feel very heavy, may be accustomed if consumed regularly
R: Don’t mind the dryness now but not sure about the after taste. Like the amount of sweetness
S: Like the taste, If I go to a store I’ll not necessarily buy it. I’ll not go out and seek to purchase McVities.
Sid: Increased my intake since Day 1.

DAY 7
J: Because of consistent consumption, Surprisingly I’m liking it.
R: After having it for 7 days, like I think I might go and buy it. I like the amount of sweetness.
S: I’ve recommended it to my family even .
Sid: I bought a packet of McVitie’s myself
 TRIAL GENERATION – RAJDHANI TRAIN

No of passengers 1086
Passengers No of Total
Class per Coach coach Passengers No of Individuals 543
3 tier 72 11 792 No of Passenger Couples 362
3:02:01
2 tier 54 5 270 No of Couples 181
1 tier 24 1 24 No of Familily Passenger 181
Total Passengers 1086 No of Family 45

No of Families Targeted in a
141496
Week

No of Families Targeted in a
20214
Day
 TRIAL GENERATION - COLLEGES

Brands Variety MRP Cost/Packet Quantity Total Cost

Cheese cream 150gm 25 18.91 15 283.65

Nice 150gm 25 18.91 15 283.65
Google 150gm 27 20.42 15 306.3
No of Persons 60
Orange Cream 150gm 25 18.91 15 283.65
One time Consumption 2
Bourbon Cream 120gm 20 15.13 15 226.95
Total Consumption In a Day 120
So Sweet 250 gm 35 26.48 15 397.2 In a week 360
Helyo Cashew Cookies 35 26.48 15 397.2 In a month 1440
Bisk Farm
Snackies 150+50gm 25 18.91 15 283.65 No of Packets Required (100gm) 120
English Cracker Lemon 30 22.7 5 113.5 Scheme Buy 100+20
Sugar Free cream Cracker 32 24.21 7 169.47 Monthly Cost 1560
Chatpata Spicy 200gm 25 18.91 7 132.37 Cost to company (Cost of 20 Packets) 264
Mini Orange Cream 50gm 5 3.78 12 45.36 Price per packet to canteen 13
Mini Vanilla Cream 50gm 5 3.78 12 45.36
Mini Strawberry Cream 50gm 5 3.78 12 45.36
Royal Cream 120gm 20 15.13 7 105.91
256.44 182 3119.58

Price per packet to Canteen- Rs. 17.14055

 OTHER WAYS TO INCREASE THE MARKET SHARE

Promotion can be done by Various promotional Awareness and

using end cap: End cap activities to increase knowledge of it’s primary
Appealing advertisement
highlights a featured awareness and brand competitors in market
product preference

Hindrance free
Train the promoters and
A detailed demand survey arrangement for its
merchandisers to involve
at regular interval customers/retailers to
in a connecting mode of
make any feedback or
conversation
suggestions

The company should focus

to bring some more Trigger word of mouth
flavors and variety of Advertisement
schemes
 SHOP-FLOOR OBSERVATIONS & SOLUTIONS
1. Delinquent promoters
2. Problem of Visibility
3. Problem in Beat plan
4. Stock problem at Daily stores
An app can be developed with the following features:
• Attendance,
• Opening and closing stocks,
• Daily sales, etc.
Building good relations with store manager
Beat plans can be made by the SO and merchandiser
together with proper discussion.
Proper Management of Lead Time with the
understanding of average sales
 STRENGTH WEEKNESS – OPPORTUNITIES THREATS

Strengths Weaknesses

S W
• Has a loyal customer base. • Lack of promotion.
• Trusted for quality ingredients. • Low brand awareness due to lack of
• No artificial coloring. advertising.
• Low variations in digestive segment..

Opportunities
• Changing lifestyle & demand
for healthier food products .
• Increase in the purchasing
strength of people
O T switching
Threats
• Buyer’s Power: Low cost of

• Increasing Price of raw material

• Increase of competitors in the
• Rural Reach digestive segment.
 LEARNINGS FROM PROJECT

Consumer
Product
behavior
Extension

Merchandising
Sampling

Other In- Brand Loyalty

Store
Activations

Time Negotiation
management skills
 RECOMMENDATIONS

Incentive plans play a big Periodic sampling

role when it comes to activity for 3-4 days
employee motivation. per month

Appointing full time A quarterly meeting instead

promoters of annual meetings with the
merchandisers and promoters

Phenomenal capacity to grow The introduction of

in the imported range of ChocoKrem with smaller
products. size packs

Competitor Activity
Analysis
 COMPETITOR ACTIVITY ANALYSIS

Pack Brand Product Trade Net Price to Ruling Price MRP (Rs.) WS Margin Consumer Ruling Price Effective Remarks
Scheme WS to Trade Scheme to Pricce to
(Rs.) Consumer Consumer
(Rs.)
100 gm
McVitie's Digestive 20.00 20.00 20.00
Parle NutriCrunch 20.00 20.00 20.00
Britannia NutriChooce 20.00 20.00 20.00
Thank you!
Bharti Bathwal
Email: College:
bharti.bathwal@imi-k.edu.in IMI - KOLKATA