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Executive Summary
Executive Summary
During my internship I had gained more knowledge about the how to do the field survey
and collect the value information regarding the study which is more important in the
study. By going through all the Grocery stores ,Department stores and Supermarket etc.
and collecting feedback from them about the company
I have also gained the knowledge on how to approach with owners of the stores . The
reports start with the basic introduction about the survey. The next part of the section is
that comprises of Five force model, Product life cycle, Marketing Mix, SWOT(Strength,
Weakness, Opportunities, Threats) BCG Matrix Analysis and 7’s Framework that
touches up onto the Store followed by findings and recommendation on critical factor
regarding Anil products.
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INTRODUCTION
OVERVIEW
To get the information on the distribution and the customer preference about the Anil
products. Mainly we need to get the information on the sales representative is visiting
the shops regularly and what are all the products that made the customer to buy again
and again. To check whether the margin of the products that satisfies the shop person.
For this all we need to communicate with them in their language and understand their
situation
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Products:
PRODUCTS COMPETITORS
VERMICELLI SAVORIT
ATTA AASHIRVAAD
Table 1.1
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Figure.1.1
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Organization Structure
Chairman
Manager
1. Timing
2. Safety
3. Daily report
4. Conference Call
5. Weekly report
6. Final report
Timing:
• 9.00 am to 5.00 pm
Safety:
• Wearing mask, using sanitizer and bike helmet.
• Maintaining the distance with the shop person.
Daily report:
• Daily feedback about the survey of the specified location.
Conference Call
• Week end we all discuss about the next week target with our Marketing head.
Weekly report
• Positive and negative feedback from the shop persons from the whole week of the
survey and maximum selling products will be submitted through word document.
Final report
Preparing the data sheet in excel format which includes
1. Shop name
2. Phone number
3. Location
4. Most selling products
5. Competitors
6. Feedback from the shop persons
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Marketing head:
The role of the marketing head is to collect the records from us and giving to the sales
department for the analysis purpose. And guide us how to collect the data with
questionnaires which he send to us in the beginning. He will be much interacting with us
throughout the survey.
4p’s:
Product: In Anil foods they are having overall 39 products but the analysis says only few
products are moving good.
Price: The price of all products are slightly higher than the competitors pricing and also
drastically increasing in price level in different location.
Place: If the agency located in the particular area which covers most of the villages can
have high on sale and the delivery will happen as soon as possible.
Promotion: In the level of promoting the products will help the shop person as well as the
customer can get awareness about the products.
Fig1.2
Competitve Rivalry
The competitor for Anil Foods is Naga, Savorit, ITC, Aachi and Local Brands. In the
competitors also having different types of products compared to Anil .
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Power of Suppliers:
A power of suppliers is an employee only. This Store employee curiosity to sell the product
to customers. And to communicate and interact friendly to sell the product. And employee
must be know our product and brand and size arrangement and offering price and to large
to sell the quantity to customers. And easily to attract the customer also. A power of supplier
is more important think is WORD OF MOUTH. This is the major role of the suppliers. The
customer easily to identify the employee names because to friendly manner to behave the
customer.
Power of Buyer:
A power of buyer is a customer only. This Store customer are regular and new customer
also. The customer is easily in shop because the display manual is very clearly and easily
to took the product and attractive colours also the front display manual on this store. So the
customer is more attract to purchasing the garments. And also increasing the
PURCHASING POWER of customers.
Threats of Substitutes:
In the substitute means the availability of extra stock on occupied on the ware house. The
Availability product promos on this particular brand . It is an Major threat on the substitutes.
The customer buys the product the product availability of the stock and lot of damaged
products are received by retailers its really a big threat.
Figure 1.3
Launch:
Anil foods launched the first product in the year of 1984. In the early stage they produced
as vermicelli and market with the help of Posters advertising, Radio advertising.
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Growth:
In the growth stage is an sale on the product and customer willing to buy this Vermicelli
and ATTA. In their products to reach high quantity and rapid growth stage of this product.
Advertising through Radio and Television the brand are also the growth stage of the
consumer mind
Maturity:
In the maturity stage is highly sales on that product high Quantity. In Anil foods Store all
type of vermicelli highly sale on this store to compare the other local brands and also the
high quantity with lower price but customer willing to buy this product . Peoples are
affordable to pay so the demand always stay in maturity level.
Decline:
In the decline stage will be no sale on the product. In the Anil foods some of the products
out of 37 are not selling well its attained each level but not stable because of some local
brands are come into the market.
7’S Framework
Figure 1.4
Strategy:
➢ Understand competitors
➢ Understand customers and stakeholders
➢ Gather customer feedback
➢ Measure market dynamics
➢ Market trends
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Structure:
In the store structure is divided in to a hierarchy basis.
Chairman
Manager
This are the hierarchy in our company. But for our work we are need to get the shop persons
view towards the product.
Systems:
Market survey means a collection of first-hand data from customers, vendors, stakeholders,
or the general public. Market surveys are usually conducted to gather data so that better
marketing, growth, and product decisions can be made.
Shared Values:
Giving priority to the shop person is the first value for our market survey. The values in
learning from the person will be much helpful in our questionnaire and also it will be in the
form of what we all learnt from the product categories. Finding the high sales in the product
will bring the data in the clear form.
Style:
We need to communicate with them in the way that each and every person can understand
from us. The main thing that we have used so far is communicating with them in Tamil. We
will respect them first and then we will start our conversation with them.
Staff:
There is only the shop person and their employees. We mostly talk with the shop person.
Skills:
• Patience
• Ability to face in real time
• Analyze the current market trends
• Communication skill
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Customer Segmentation, Targeting and Postioning:
Figure 1.5
Segmentation
A Segmentation Process of anil foods was to reach the product in a traditional way and .
Few type of segments are Vermicelli, flour, Rava and Noodles
Targeting:
In the store targeting the all types of customers targeted the store. And this products are
targeting Both rural and urban cities all over India.
Figure 1.6
Positioning
In the store the positioning to maturity stage on the Tamil Nadu . Many of the customers
willing to buy the high quantity vermicelli. And also it leads to customer satisfaction. In the
store started on 2018 and now the 2022 huge victory on this all over regions. Prices also
low if the people buy vermicelli or Atta only buying Anil brands.
➢ Anil ATTA are good example of positioning
➢ Anil Vermicelli
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Figure 1.7
Marketing Mix
Figure 1.8
Product:
Overall products:
VERMICELLI
➢ Rice vermicelli
➢ Thinaimillet vermicelli
➢ Ragi vermicelli
➢ Lemon Vermicelli
➢ Roasted Short Vermicelli
➢ Varagu Millet Vermicelli
➢ Wheat vermicelli
➢ Payasam vermicelli
➢ Maize millet vermicelli
➢ Tamarid vermicelli
➢ Kambu vermicelli
➢ Instant vermicelli
➢ Long-out vermicelli
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FLOUR
➢ Idiyappam flour
➢ Kozhukattai flour
➢ Murukku flour
➢ Ragi flour
➢ Rice flour
➢ Maida flour
➢ Wheat flour
➢ Wheat poori flour
➢ Varagu dosa mix flour
➢ Ragi flour
➢ Maize flour
➢ Thinai flour
➢ Kambu flour
NOODLES
➢ Noodles
➢ Hakka noodles
RAVA
➢ Roasted rava
➢ Samba rava
APPALAM
➢ Appalam
➢ Baby Appalam
SALT
➢ Crystal salt
➢ Free flour salt
ATTA
➢ Chakki fresh ATTA
Other products
➢ Fried Gram
➢ Rusk
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Prices:
PRODUCT PRICES
Starting at Rupees 10
➢ ANIL Rusk
Table 1.2
Place:
MANNARGUDI (NEEDAMANGALAM , THIRUVARU ROAD, ULLIKOTTAI, VADA
SERI, THANJAVUR ROAD, THIRUVARUR ROAD ,PAMANI, IDAYAMELLUR.
Promotion:
➢ Advertisement
➢ Radio Advertisements
➢ Posters in every shop
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Personnel:
➢ Selling high quantity and quality of the products to the customer
SWOT Analysis
Figure 2.0
STRENGTH:
Strengths describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance sheet, unique
technology, and so on.
WEAKNESS:
Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive
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OPPORTUNITY:
Opportunities refer to favorable external factors that could give an organization a
competitive advantage
THREAT:
Threats refer to factors that have the potential to harm an organization
Table 1.3
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Product Market Growth Strategy – Ansoff Matrix:
Figure 2.1
Market Penetration
In the process are increase the sale in the existing product in this store.it helps to the sales
and increase the quantity on the Store.
Market Development
In the process are increase the customer and sales the product. And also focuses on the
new market and new customer to be satisfied on this customer. To create a more products
in a traditional way and display on it.
Product Development:
In product Development to introduce and launching the new Products will be tested on
own factory before it get distribution
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BCG Matrix
Figure 2.2
Stars:
In the star process to be in the store rapid growth and development to sales and
promotion. In the Anil foods already growth and development in the Southern India.
Because many of the loyal customers willing to buy this product and also the employee
communication and interaction also.
Questions:
The starting process of selling products in high growth with minimum margin. It needs
a great deal of cash to increase market share. The strategy is to either use the cash to
invest heavily in gaining market share, acquire competitors or drop the SBU at all
Cash Cow:
A Cash Cow produces more cash then it requires to grow and hence, the name. The
product is in a low growth market but has a dominant market share. The best strategy is
to maintain the market share by being a price leader and making technological
improvements. The excess cash generated can be used by other products in the portfolio
where large investments are required.
Dog:
A Dog has a low market share in a low growth market. Some of the products like Rusk
and fried gram has low share and low growth.
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ANILS
Marketing:
Fig 2.3
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BTL:
In the process of marketing the store only to advertising posters in the market. This is a
Local advertising process
ATL:
In the process like the company to advertising about the product in the market. Itslike all
over in Radio, newspapers online website and social media also.
Figure 2.4
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Core Activity of Internship
My Experience:
➢ In the marketing survey travel to long distances and meet the retailers and whole
sellers to knew about their problems about the brand and what are the
requirements needed to sustain the market will be analyzed.
➢ To understand the importance of data and how the data will be replicated convert
to information.
➢ Brand position will be most important in consumers mind. We cant create a
proper position it will lead to a fail in the markets.
Achievements:
➢ Overall target was to reach 200 shops in my region almost complete 150 shops
and report to the company
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Conclusion:
The whole internship I am happy to interned to the Anil foods specially in
marketing because of meet lot of retailers and get the data from various regions their
share the problems in retailing and how we overcome. This internship will very useful
to create a Thesis report on competitive analysis in FMCG products.
References:
https://www.theanilgroup.com/
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