SUMMER INTERNSHIP PROJECT REPORT

on
TO STUDY ABOUT DISTRIBUTION CHANNEL AND CONSUMER PERCEPTION
TOWARDS CHOCOLATE PRODUCTS IN DUKES

SUBMITTED TO SAVITRIBAI PHULE PUNE UNIVERSITY

BY
ALOK SINGH - MBA (2021-2023)
PRN: 2052116364 / Roll No: MBA21D16

UNDER THE GUIDANCE OF

Prof. Naveen Pandey

IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT,

PUNE- 412115

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 To whom so ever it may concern

This is to certify that the Project Report titled To Study about

Distribution Channel and Consumer Perception Towards Chocolate
Product in Dukes, is an authentic work carried out by Mr. Alok Singh
from MBA of IAEER’s Pune Institute of Business Management, Pune -
412115 as a fulfillment of MBA Course of Savitribai Phule Pune
University. He has worked under our guidance and satisfactorily
completed his project work.

Place: Date:

Signature of Internal Guide

Signature of External Examiner

Signature of Director / COE

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ACKNOWLEDGEMENT

This project has been an honest dedicated attempt to make the analysis on marketing
materials as authentic as it could. And I earnestly hope that it provides useful and workable
information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization
people who shared with me their experience and helped me in completion of my research.

I would also like to thank Mr. Rajesh Babriya - Area Sales Executive, Mr. Alok Thakkar
– Reginal Sales Manager (West Zone) & Dr. Riddhiman Mukhopadhyay HOD of
Marketing Department for guiding me.

I would also like to express my sincere gratitude towards my project guide Prof. Naveen
Pandey Whose guidance and care made the project successful.

Lastly, I am grateful to my parents who have been my mentors and motivation. I am also
thankful to all my batch mates who have been directly or indirectly involved in successful
completion of the project.

Alok Singh
MBA MKT 1
MBA21D16

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Date: 16-Jul-2022

CERTIFICATE OF INTERNSHIP EXPERIENCE

This is to certify that Singh Alok Ugrasen student at Pune Institute of

Business Management has completed his internship project in Sales for the
period of 2 Months from 16-May-2022 till 16-Jul-2022 under the guidance of Mr.
Alok Thakkar - Regional Sales Growth Manager (West).

During this tenure, we found the student having good conduct.

Yours Sincerely,

For Ravi Foods Pvt Ltd

Ravi Foods Pvt. Ltd.,

Regd. Office : 7-4-112/1, Madhuban Colony Road, Kattedan, Hyderabad • 500 077, (INDIA) Tel : +91•40-
24362777, Fax : +91-40-24361528. e-mail: info@dukesindia.com Website : www.dukesindia.com

CIN: U15412TG1988PTC009309

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EXECUTIVE SUMMARY

The project which I got was the “TO Study about Distribution channel and consumer
perception towards chocolate product in Dukes”. I started this project on 16th of May
2022. I worked under Mr. Rajesh Babriya. He gave me all the information of the categories
of product Dukes such as biscuits, chocolates, confectionery and wafers. Each company sold
their biscuit in a category wise like Cookies, Cream biscuit, Plain biscuit, Digestive biscuit,
Sweet and salty Biscuits. I also interacted with more than 40+ Retailers daily in which I
understood the purchasing behaviors of the Retailers and try to understand consumer buying
behavior regarding our chocolate products. As they assigned me 12 beats and each beat have
minimum 40 retail outlets. I frequently visited all the stores and understood how to take order
and get to know Margin of all the channels like (Distributer Margin & Wholesaler Margin) &
Also, I understood the Distribution channels of company & challenges faced by DUKES in
selling their products in the market.

I also did my research on the Perception of Retailers where I prepared a questionnaire and I
get it filled by the different Retailers and consumer whose stores I visit.

There is a greater need to understand the consumer 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 consumers. 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.

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 Table of Contents

Chapter – 1 – Introduction.................................................................................................................8
Background of the Study.................................................................................................................8
Purpose of the Study........................................................................................................................8
Research Objectives........................................................................................................................8
Chapter – 2 - Literature Review......................................................................................................10
ABOUT THE SECTOR................................................................................................................10
ABOUT THE COMPANY............................................................................................................15
APPLICATION OF MARKETING TOOLS..............................................................................23
Chapter – 3 – Research Methodology..............................................................................................29
OBJECTIVES OF THE STUDY..................................................................................................29
RESEARCH DESIGN...................................................................................................................31
DATA COLLECTION METHOD...............................................................................................33
STATISTICAL TOOLS USED FOR ANALYSING THE DATA.............................................34
HYPOTHESIS...............................................................................................................................35
Chapter – 4 - Data Analysis And Interpretation.............................................................................36
Chapter – 5 - Findings and Conclusion............................................................................................45
Findings from Analysis..................................................................................................................45
Suggestions.....................................................................................................................................46
Conclusion......................................................................................................................................47
Chapter - 6 -Practical Learning & Contribution............................................................................48
Internship – Roles & Responsibilities..........................................................................................48
Expected Competency (Knowledge & Skill & Attitude).............................................................48
Internship Daily Routine – Task & Work Process......................................................................49
Overall Learning outcomes...........................................................................................................50
QUESTIONAIRE..........................................................................................................................51
REFERENCES..............................................................................................................................54

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 PROJECT SYNOPSIS

“To Study about Distribution channel and

Project Title: consumer perception towards chocolate product
in Dukes”

Company Name: Dukes India

Student Name: ALOK SINGH

Student Roll No: MBA21D16

Project Guide Name: Mr. ALOK THAKKAR

Project Guide Designation: RSM – West Zone

Confidential Report (Yes/No): No

Duration of project: 60 Days

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 Chapter – 1 – Introduction

Introduction to the Problem / Opportunity

Background of the Study

Perception of retailers how they judge a particular brand or a particular category of products.
Retailers Perception Retailer notion is the examiner of the way he purchases, how he sells,
how they get feedback from purchasers and after that he got here to end approximately
unique company. It is a subcategory of advertising that detail from special fields. It tries to
recognize the purchaser selection making process, each for my part and in businesses. It
researches traits of man or woman purchasers together with demographics, psychographics
and behavioral variables in a try to recognize human beings wants. It additionally attempts to
evaluate affects at the client from businesses together with family, friends, reference
businesses, and society in generals. By understanding the client, we are able to be capable of
make an extra knowledgeable selection as to which approach to employ undertaken on
retailers’ perception towards Dukes Product.

Purpose of the Study

1. The project cover West Zone, Surat area with awareness on growing widespread general
trade for Dukes India.

2. Major cognizant is on pitching shopkeepers to recognise their buying behaviour towards

chocolate products

Research Objectives

Primary Research Objectives:

 To study and analyze the customer awareness level of Dukes.

 To locate the consumer perception on Dukes chocolate products.
 To find the attitude of the children towards the Dukes.
 To identify the various sources through which brand awareness can be created.
 To find consumer desire over different manufacturers as opposed to competitors in
premium category.

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Secondary Research Objective:

 To recognise distribution Channel of Dukes

 Launching new product and SKUs of Dukes Chocolate and provide diverse scheme.

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 Chapter – 2 - Literature Review

ABOUT THE SECTOR

Introduction:

Fast-moving consumer goods (FMCG) sector is India’s fourth biggest sector with own circle
of relatives and private care accounting for 50% of FMCG income in India. Growing
recognition, simpler get entry to and converting life had been the important to increase
drivers for the sector. The city segments (bills for a sales percentage of around 55%) is the
most important contributor to the general sales generated with aid of using the FMCG sector
in India. However, withinside the last few years, the FMCG marketplace has grown at a faster
tempo in rural India compared to city India. Semi-city and rural segments are developing at a
fast tempo and FMCG products account for 50% of the overall rural spending.

Market Size:

 Favorable demographics and upward thrust in profit level will beautify the FMCG
market.
 The FMCG market in India is anticipated to develop at a CAGR of 23.15% to acquire
US$ 103.70 billion thru manner of way of FY21 from US$ 68.38 billion in FY18.
 FMCG sector is the fourth biggest sector withinside the Indian economy.
 FMCG sector is expected to increase at 5-6% in 2020.
 Final intake expenditure is prepared to grow at a CAGR of 25.44 % at sooner or later
of 2017-2021. It is expected to acquire nearly US$ 3.60 trillion with the aid of using
2020 thru manner of way of US$ 1.82 trillion in 2017.
 Rise in rural intake will power the FMCG marketplace. It contributes around 36% to
the overall FMCG spending.
 The rural FMCG market in India is expected to increase to US$ 220.00 billion thru
way of 2025 from US$ 23.63 billion in FY18.

Rural
FMCGFMCG market
market in India
in India (US$(US$ billion)
billion)
$220.00
$250.00

$200.00 $103.70
$120.00
$150.00
$100.00 $68.38 $100.00
$80.00
$100.00
$60.00 $23.63 11 | P a g e
$50.00
$40.00
$20.00
$0.00
$0.00 2018 FY 2020F 2025F
FY18 FY21F
Sector contribution to GDP:

 The Indian FMCG sector is India’s fourth largest sector with family and private care
accounting for 50% of FMCG income in India. The FMCG sector contributes for 7.1
% of the country's Gross Domestic Product (GDP).
 The FMCG sector with 53% market percent is the chief of the Indian FMCG market
thanks to a developing middle class and a younger population. Moreover, the
developing interest of the business in exploring the rural markets further aided the
growth of the sector.

Government Initiatives & FDI

The Government has allowed 100% Foreign Direct Investment (FDI) in food processing and
single-brand retail and 51% in multi-brand retail. This may bolster employment, supply chain
and immoderate visibility for FMCG producers at some stage in organized retail markets
thereby bolstering purchaser’s spending and provoking extra product launches. The sector
witnessed wholesome FDI inflows of US$ 17.8 billion from April 2000 to September 2020.

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Some of the essential tasks taken thru manner of way of the Government to promote the
FMCG sector in India are as follows:

 On November 11, 2020, Union Cabinet approved the production-linked incentive

(PLI) scheme in 10 key sectors (collectively with electronics and white goods) to
enhance India’s manufacturing capabilities, exports and promote the ‘Atmanirbhar
Bharat’ initiative.
 The Government of India has approved 100% FDI withinside the cash and convey
phase and in single-brand retail in conjunction with 51% FDI in multi-brand retail.
 The Government has drafted a brand-new Consumer Protection Bill with precise
emphasis on setting up an intensive mechanism to make sure simple, speedy,
accessible, low-cost and nicely timed transport of justice to consumers.
 The Goods and Services Tax (GST) is useful for the FMCG enterprise as the various
FMCG products such as soap, toothpaste and hair oil now come under the 18% tax
bracket towards the preceding charge of 23-24%. Also, GST on food products and
hygiene products were reduced to 0-5% and 12-18% respectively.

Growth/de-growth catalyst
 Rural consumption has step forward, led thru manner of way of aggregate of
developing income and higher aspiration levels. There is a stepped forward name for
branded products in rural India. The rural FMCG marketplace in India is predicted to
develop to US$ 220 billion thru manner of way of 2025 from US$ 23.6 billion in
FY18.
 On the opposite hand, with the proportion of unorganized market withinside the
FMCG sector falling, the organized sector growth is expected to upward thrust with
stepped forward with degree of brand consciousness, augmented with the aid of using
the growth in present day retail.
 Another essential detail propelling the call for food services in India is the developing
teens population, more often than not in city regions. India has a big base of younger
customers who form majority of the workforce, and due to the time constraints, barely
get time for cooking.
 Online portals are expected to play a key feature for business looking for to enter the
hinterlands. Internet has contributed in a big manner, facilitating a less highly priced
and extra available mode to grow business acquire. The wide variety of net customers

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 in India is probably to acquire 1 billion thru manner of way of 2025. It is predicted
that 40% of all FMCG consumption in India may be made on-line thru manner of way
of 2020. The on-line FMCG market is forecast to acquire US$ 45 billion in 2020 from
US$ 20 billion in 2017.

It is predicted that India will benefit US$ 15 billion 365 days thru manner of way
implementing GST. GST and demonetization are expected to power call for, every withinside
the rural and urban areas, and financial growth in a dependent structured manner withinside
the long term and improved basic overall performance of businesses withinside the sector.

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 Porter 5 Force Model Analysis

THREATS OF NEW ENTRY

 Relatively medium threat to BARGAINING POWER OF SUPLLIERS

entry
 More operators want a  High
bigger slice of the pie  Dependent on the attraction
 Low switching cost provider
 Minimum startup capital INTENSITY OF
Rs.15000 RIVALRY

 Getting high with

competitors coming up
with new products

BARGAINING POWER OF BUYERS

 Medium THREAT OF SUBSTITUTE

 People travel in silos or in  Medium to low
small groups  Generally imperfect
 Hence smaller bargaining substitutes
power compared to the  Travelers may book directly
bargaining power of on websites
suppliers

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 ABOUT THE COMPANY

RAVI FOOD PVT. LTD started in a modest way withinside the year 1995 in Hyderabad.
Today it's miles multi product conglomerate with a turnover in extra of Rs 35 crores.

RAVI FOOD PVT. LTD is really cracking with power as it's miles huge form of biscuits,
wafers and confectionary producer below the emblem name “DUKES”. It is an ISO 9001,
Hyderabad primarily based totally organization.

Currently it manufactures 5100 tons of biscuits, 900 tons of confectionary, three hundred tons
of cream stuffed cream filled wafer and tones of Choco based absolutely merchandise each
year. The organization is prepared with the ultra-cutting-edge and complex imported
machineries that lessen the human managing consequently make certain best upkeep of the
goods at ever kingdom of manufacturing and packaging. One of its kinds and most present-
day cream filled wafers manufacturing plant has been imported from Germany and mounted
for immoderate best manufacturing.

MISSION

Every idea, innovation and enterprise at Dukes is pushed through an assignment to gain
excellence in consumer satisfaction. For us, “Customer is King” and the feat of making sure a
royal deal with for every consumer's flavour bud is sacrosanct. This is executed thru a huge
form of best merchandise that promise consistency of flavour and flavour. Teamwork
paperwork the cornerstone of our business, always guidance us in the direction of
understanding our imaginative and prescient of improving growth, amplifying visibility and
enhancing marketplace presence

VISION

It is our enterprise to convey you rich , nutritious & best merchandise through improving and
upgrading the era constantly. We firmly accept as true with that doing our process earnestly is
the great carrier, we will render our nation.

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ORGANIZATION STRUCTURE

The marketing team of DUKES is strong & enhances to the manufacturing crew. The credit
for the popularity for the DUKES even in interior cities goes to the enterprising marketing
team of the company. There are 2 main departments whose work determines the success of
Dukes products.

1.Production Team

2. Marketing & Sales

The marketing department branch structure is:

BOARD OF
DIRECTOR

ZONAL SALES
MANAGER

AREA SALES
MANAGER

SALES OFFICERS

SALES
REPRESENTATIVE
S

FIELD
EXECUTIVES

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PRODUCTS CATEGORY

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 Michael Porter Value Chain Analysis

FIRM INFRASTRUCTURE
SUPPORT ACTIVITIES
(e.g.: Financing, Planning, Investor Relations)

HUMAN RESOURCE MANAGEMENT

(e.g.: Recruiting, Training, Compensation system)

TECHNOLOGY DEVELOPMENT
VALUE
(e.g.: Product Design, Process Design, Market research)
What buyers
PROCUREMENT MARGIN are willing to
(E.g.: Services, Machines, Advertising, Data) pay

INBOUND OUTBOUND
MARKETING & AFTER SALES
LOGISTICS OPERATIONS LOGISTICS
SALES SERVICE
(e.g.: Customer (e.g.: Branch (e.g.: Order
(e.g.: Sales Force (e.g.: Customer
Access, Data operations, Processing,
Promotion, Support,
Collection, Component Warehousing,
Advertising, Complaint
Material Storage, Fabrication) Report
Website) resolution)
Service) Preparation)

PRIMARY ACTIVITIES

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 SALES AND DISTRIBUTION CHANNEL

Ravi foods pvt. Ltd., has a nationwide market with its three-level distribution community. The
distribution channel of Ravi foods private limited is:

MANUFACTURER

SUPER STOCKIST

DISTRIBUTOR

RETAILER

CUSTOMERS

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 SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION:

It is mass manufacturing mass distribution and mass promotion of dukes merchandise in general
products mostly all products for all buyers.

Dukes is an entire consists of selective marketplace specialization approach

TARGETING:

1. Waffy: Targeted mostly on children and Adults

2. Biscuits: Targeted purchaser are all people. Positioning as an normal biscuit comparable
like different manufacturers together with Marie break, nice, bourbon.
3. Chocolate: Targeted on children and youth. Targeting in general Cadbury and Parle
customers convert them into Dukes customers.

POSITIONING:

Dukes making positioning on customers which incorporates extraordinary tasty products in a

great deal much less price and with more gives together with purchase get one unfastened in
wafers. In equal rate more quantity than different rival products.

Reporting Time

We must provide attendance with our selfie from marketplace in Bizom app among 8.30 AM to
10.00 AM withinside the morning.

Work Profile

Dukes gave first 3-day training how to pitch the products, the way to fill information on bizom
app, marketplace survey, taking order from retailer, give data to distributor, after one- or two-
days check order is delivered or not.

 We need to offer product information to stores.

 Give information about offers and discounts.

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  Taste them samples.
 Take order from stores.
 Convince stores to order more products.
 Check previous orders are delivered or not.
 We have to do promotion activity of Dark Waffy at evening 4:00 to 7:00

At the end of the day, we have to send all orders to providers with the store names, address,
owners, name, cellphone number, prices of products & total cost of order. Also I have to give
overall report of daily work to my external mentor.

Allotted Beats:

Different 12 beats had been allocated withinside the city Surat

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 Concept of Margin: GMROI & ROI of Product / Service

Company Name: Dukes India

Product Category: Waffers, Biscuits, Chocolates, Confectionery
Distributor Name: Pringle Bhai
Address: Aai Mata Road, Surat – 395010
Calculation has been done for June’22 on monthly basis.
Monthly Business (Turnover) of Mahalakshmi Enterprise = 1000000 (INR)
Mahalakshmi Enterprise Margin: 6%
Gross Margin= Earnings= 6% of 1000000 = 60000 (INR)
Cost Structure of Mahalakshmi Enterprise
Expenses In Rupees
Delivery Charges 20,000
Electricity Expenses 900
Godown Rent 4500
Office Expenses 1200
Salary of Godown keeper 7500
Stationery 600
Mobile Bill 400
Total Expenses 35,100

Returns = Earning – Expenses = 60000 – 35100 = 24900 (INR)

Investment:
Investment In Rupees
Average Market Credit 225000
Average Closing Stock 950000
Average Claim outstanding 55000
Total 1230000

Return on Investment = Return/Investment *100

= 24900/1230000*100
= 2.02% (monthly)
=2.02*12 = 24.24 % (Month-to-Month)

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 APPLICATION OF MARKETING TOOLS
SWOT ANALYSIS OF DUKES

Varied type of products.

Strength
Strong presence in rural & metropolis areas

Export to USA, Africa, Japan & Australia.

Unique crispy taste on the aspect of top-notch factors which incorporates

dough conditioners.

Offer a whole variety of biscuits, that are cookies & cream biscuits.

Weaknesses Little differentiation.

Market share is confined due of many competitors.
Low visibility & brand recall in retail stores.
Over dependency on the waffy”s business.

Opportunities Buyer’s power.

Untapped marketplace.
Local bakery products.
Large domestic markets.
Tie ups with schools & hospitality segment to increase sales.

Threats Rise in the price of raw materials.

Competition from exceptional manufacturers.

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 BCG Matrix
RELATIVE MATRKET SHARE
STAR
AS PER THE COMPANY’S SURVEY,
DUKES INDIA IS TRYING TO
TOUCHING THE PEEK OF SUCCESS, &
THEREFORE COMES UNDER THE
STAR CATEGORY THEREFORE THE
COMPANY CAN INVESTMENT HUGE
SUM OF MONEY FOR UPLIFTMENT.
MARKET GROWT
QUESTION MARK
IT HAS WORST CASH CHARACTERISTICS
BECAUSE OF LOW DEMANDS & LIGHT
RETURNS DUE TO LOW MARKET SHARE
MAKES THE COMPANY TO SELL OFF &
DELIVER CASH. PRODUCTS LIKE DOTS,
LOLLIPOPS COMES UNDER THIS
CATEGORY.
CASH COWS
PROFITS & CASH GENERATION
SHOULD BE HIGH DUE TO IT’S LOW
GROWTH, THE INVESTMENT NEEDED
TO BE LOW TO KEEP PROFITS HIGH.
THE PRODUCTS LIKE NICE BISCUIT,
WAFFY COMES UNDER THIS
CATEGORY.
DOGS
PRODUCTS LIKE MARIE BREAK,
KAJU BUTTER COCOA
KUKKIES,ECLAIRS CONCLUDE WITH
DOGS AS THEY NEED TO BE
DIVESTED BECAUSE THEY ARE
DOING NO GOOD FOR THE COMPANY
& HAVE REMAINED AS A LIABILITY.
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 4 P’s of MARKETING MIX

1. Product:

Dukes offers extensive sort of products as a way to satisfy the existing marketplace demand. It
gives products like Biscuits, Wafers, & Confectionaries which in addition divided into
exceptional sizes with different flavors. Biscuits are in addition labeled into Merry Milk, Cream
Biscuits, Bourbon.

2. Price:

Most products of Dukes are offered in India & India is price sensitive market. Therefore, Price
aspect performs a critical position withinside the marketplace penetration. The price of products
of Dukes varies with the dimensions of the products & they have made their products available at
the affordable price to the customer.

3. Place:

Ravi foods under Dukes brand is having sturdy distribution community withinside the south
location because the country’s headquartered in Hyderabad. Last yr in 2020 company invested in
250 Crore rupees under the business expansion plan according to which the company will
expand its business across Indian major states such as Maharashtra, Gujarat, Madhya Pradesh &
Uttar Pradesh.

4. Promotion:

Promotional interest of Dukes product is completed via hoardings, pamphlets & on-line
campaigns. While engaging in promotional interest agency gives sample of products to their
customers to taste. Company offers products throughout many systems from little pan store to
huge retail marts, & online grocery providers.

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 Product Life Cycle

S
A
L
E
S

INTRODUCTI GROWTH MATURITY DECLINE

ON

TIME

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 MAJOR COMPETITIORS OF DUKES PRODUCTS

The major competitors of DUKES products are Britannia, ITC, Priya Gold, Patanjali, Anmol,
Parle & others local brand.

1. Britannia
Today Britannia is a main meals business enterprise in India with over
Rs. 8500 crores in revenue, turning in merchandise in over five classes via 4.2 million shops to
extra than 1/2 of the Indian population. Our middle emphasis throughout portfolios is on healthy,
fresh & scrumptious meals and we're the primary Zero Trans- fats business enterprise in India.
50% of our product portfolio is enriched with micro nutrients. Our merchandise also is added via
the Britannia Nutrition Foundation to fight malnutrition amongst underprivileged children. The
business enterprise’s factories have an annual capability of 433,000 tonnes.

2. Priya Gold

Surya Food & Agro Ltd. Was integrated in November 1992

and began its business operations of production & promoting
of biscuits below emblem “Priya Gold”. In October 1993. Over a period, we've installed
sturdy production competencies and feature invested notably in growing purchaser choice
for our merchandise.

Trademarks/ Brands “Haq Se Mango” have emerged as one of the maximum famous
manufacturers withinside the FMCG sector.

3. Parle

Founded in 1929, Parle Products Pvt. Ltd ranks many of the

pinnacle biscuit manufacturers in India. The business enterprise has 7 production devices
of its own & fifty-one production devices on contract. Accounting for approximately 30-

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 35% of marketplace proportion withinside the biscuit enterprise this business enterprise is
well-known for manufacturers like Parle – G, Hide & Seek Milano, Hide & Seek,
Monaco, Magix & Krackjack.

4. Patanjali
The Patanjali Ayurveda Limited is an Indian FMCG business enterprise. Manufacturing
devices & headquarters are placed withinside the business
vicinity of Haridwar even as the registered workplace is
placed at Delhi. The business enterprise manufactures
natural and mineral merchandise. Baba Ramdev installed
the Patanjali in 2006 in conjunction with Acharya Balkrishna with the goal of organizing
technological know-how of Ayurveda in accordance & coordination with the today's
technology & historic wisdom.

5. ITC
In July 2003, ITC forayed into the biscuits marketplace with the Sunfest variety of Glucose,
Marie & Cream Biscuits. Sunfest’s emblem essence connotes
happiness, satisfaction & pleasure. Sunfest Biscuits straddle all
segments of marketplace led via way of means of Dark Fantasy on
the top rate end. In a span of nine years, Sunfest has properly
installed presence in nearly all classes of biscuits and is a key participant withinside the pasta and
on the instant noodles segment

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 Chapter – 3 – Research Methodology

OBJECTIVES OF THE STUDY

i. To find the Consumer perception on Dukes Chocolate Products.

ii. Market analysis
iii. To find out Salience of Dukes Products,
iv. To Find Retailers preference over other brands versus Competitors in Premium
category.
v. Suggest measures to enhance market.

This project is under the general trade department of the company and makes a speciality of growing
sales of Dukes within the general trade. The number one purpose of the project is to grow awareness
among retail stores for the products in addition to expectation of the customers from the company at
the same time as shopping the products. The marketplace wishes to be penetrated absolutely with the
aid of using understanding the competition and comparing their enterprise model.

Methodology

In order to comply with the objectives and to gain them, positive steps need to be followed. So, the
methodology will encompass the steps or methods used or which we can be the use of at some stage
in the direction of the challenge to gain the objectives. So, I am discussing the steps taken for
reaching every objective.

 To understand the industry and the marketplace –

Before starting of any project regarding any industry, it is very essential that we have a
proper known-how about the industry and the industry in which the company is enjoying.
So, for accomplishing this a thorough research about:
 The cookies and journal industry: Gamers and Market Potential
 Dukes India and its business withinside the industry.

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  Products, Excellent, Costs, Submission Program, Transaction Program, Current
Customers.
 Competitors and their industry stocks, Excellent, Costs, Submission, Programme,
Transaction Programme, present day customers.

 General trade for Dukes Products- General trade is a community via way of means of
which direct customers are approached or interpersonal relationships is created among
customer and seller. This trade is carried by retailers, shop owners, distributors,
wholesalers, kiosks, nook shop, etc... They normally cope with small portions required
via way of means of the end-user. The majority of people purchase their ordinary food
from those outlets. 
 To engage with customers and understand their buying behaviours/pattern and
expectation- during the process of selling the products in store, it was very important that
we know what are customer want, need is, his purchase actions. For this, a small study
had been performed by making them complete a set of questions while interacting with
them and selling goods to them. Certain customers were product devoted towards their
particular brand and they don’t want to switch to other brand, but many willing to change
owing to the low costs that Dukes was providing. People recommended purchasing from
such meal’s bazar rather than suppliers. Certain customers desired a longer credit time
which Duke can’t offer, so we had to get rid of such useful customers. Various other
styles in customer purchasing actions were found and from that we could comprehend the
client objectives and try to persuade him in the way that he would be willing to change.
So, this is how we could comprehend the individual purchasing actions.

 Understanding the distribution channel of Dukes and its competitors- distribution

channel performs a totally vital position for any organization. If the distribution isn’t
right, no organisation could make profits. Hence to be able to do sales, you want to
realize the organisation’s distribution channel and work accordingly. In present day and
general trade use a-degree distribution system from dealer to Distributor to
wholesaler/hyper marketplace and eventually to consumer.

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 RESEARCH METHODOLOGY

Research methodology is taken into considered because the nerve of the project. Without right
properly organised research plan, it’s miles not possible to finish the project and attain to the end.
The project turned into primarily based totally at the survey plan. The primary goal of survey
turned into to acquire suitable data, which work as a base for drawing end and getting result.
Therefore, research methodology is the manner to systematically remedy the research problem.
Research methodology now no longer most effective talks of the techniques however
additionally good judgement at the back of the techniques used withinside the context of a
studies takes a look at and explains why a specific approach has been used withinside the choice
of the opposite techniques.

RESEARCH DESIGN

Research design is critical frequently due to the expanded complexity withinside the marketplace
in addition to advertising and marketing processes to be had to the researchers. In fact, it's far the
important thing to the evolution of a success advertising and marketing techniques and
programmers. It is a critical device to observe buyer’s behaviour, intake pattern, logo loyalty and
consciousness marketplace changes. A studies layout precise the techniques and system for
engaging in a selected observe. According to Kerlinger, “Research Design is a plan, conceptual
structure, and approach of research conceived as to acquire solutions to investigate questions and
to govern variance.

TYPES OF RESEARCH ARE:

DESCRIPTIVE RESEARCH:
The kind of studies followed for examine is descriptive
studies. Descriptive research is undertaken in lots of situations whilst the researcher is fascinated
to recognise the function of positive organization which include age, sex, schooling level, career
or income. A descriptive examine can be vital in instances whilst a researcher is inquisitive about
understanding the part of human beings in a given pollutants who've mainly manner, making
projections of a positive things, or figuring out the connection among or greater variables. The
targets of such examine are to reply the “who, what, whilst, in which and how” of the problem

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under investigation. There is a widespread feeling that descriptive research is actual and really
simple. This isn't always true. Descriptive examine may be complex, traumatic an excessive
diploma of medical ability on a part of the researcher.
Descriptive research is properly structured. An exploratory examine desires to be bendy in its
technique, however a descriptive examine in comparison has a tendency to be inflexible and its
technique can't be modified each now and then. It is consequently vital; the researcher deliver
enough concept to framing studies.

QUESTION AND DECIDING :

The types of data to be accrued and the method for use on
this purpose. Descriptive have a look at may be divided into large categories: Cross Sectional
and Longitudinal Sectional. A go sectional has a look at is worried with a pattern of factors from
a given population. Thus, it could address household, dealers, retail shops or different entities.
Data on some of traits from pattern factors are accrued and analysed. Cross sectional has a look
at is of types: Field has a look at and Survey. Although the difference among them isn't clear-cut,
there are a few realistic differences, which want distinctive strategies and skills. Field research
are ex-post-thing clinical inquiries that purpose at locating the members of the family and
interrelations amongst variables in a actual setting. Such research is accomplished in stay
conditions like communities, schools, factories and organizations.
Another form of go-sectional has a look at in survey result, which has been taken via way of
means of me. A foremost electricity of survey studies is its extensive scope. Detail records may
be received from a pattern of big population. Besides, it's far low in cost as greater records may
be accrued consistent with unit cost. In addition, it's far apparent that a pattern survey wishes
much less time than a census inquiry. Descriptive studies consist of survey and fact-locating
enquiries of various styles of the foremost purpose. Descriptive studies are description of the
nation of affairs, because it exists at present. The major traits of this approach are that the
researcher has no manage over the variables. He can best file what has occurred or what's
happening. The techniques of studies applied in descriptive studies are survey techniques of a
wide variety which includes comparative and co-relation techniques. The motive for the use of
such wishes to be bendy in its method, however a descriptive have a look at in comparison has a
tendency to be inflexible and its method cannot be modified each now and then.

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 DATA COLLECTION METHOD

Data may be received from number one and secondary reassess. Primary information confers
with statistics received through the researcher at the variable of hobby for precise reason of the
look at. Secondary information refers to statistics amassed from reassess already existing, at the
same time as discussing literature survey. Some of the examples of secondary information is
business enterprise statistics or archives, authorities’ publication, enterprise evaluation presented
through media, web sites, and net and so on. In a few cases, the surroundings or specific settings
and activities might also additionally themselves be supply of information, as for example,
reading the format of a plant. Considering the studies trouble and studies strategies defined, best
secondary information become gathered on these studies.

Secondary information is necessary for maximum organizational studies. Secondary information

confers with statistics amassed through a person aside from the researcher engaging in the
modern-day look at. Such information may be inner or outside to the employer and accessed thru
the net or perusal of recorded or posted statistics. Secondary information may be used, amongst
different things, for forecasting income through building fashions primarily based totally on
beyond income figures and thru extrapolation. There are numerous reassess of secondary
information, which include books and periodicals, authorities’ courses of financial indicators,
census information, statistical abstracts and information base the media, annual reviews of
businesses etc. Case looks at and different archival statistics reassess of secondary information
offer a whole lot of statistics for studies and trouble solving. Such information is, as we've got
seen, often qualitative in nature. Also blanketed in secondary reassess are schedules maintained
for or through key employees in employer, the table calendar or govt and speeches added
through them. Much of such inner information even though will be proprietary and now no
longer handy to all. The gain of searching for secondary information reassess is saving in time
and prices of obtaining statistics. However secondary information as the only supply of statistics
because the downside of turning into out of date and now no longer assembly the precise desires
of a selected scenario or setting. Hence, it's miles essential to consult reassess that provide
modern-day and updated statistics. Secondary information on these studies become gathered thru
diverse forms, business enterprise’s profile, web sites and diverse literature studies.

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 DATA COLLECTION INSTRUMENT

The survey technique changed into used for the researcher, the non-public interview changed
into carried out with the assist of an established questionnaire.

STATISTICAL TOOLS USED FOR ANALYSING THE DATA

 Percentage technique.
 Graphical illustration the use of figures and bar diagram.

SAMPLING TECHNIQUE

 Non- worthwhile sampling changed into followed to behaviour the survey. Customers are
decided on the premise of ease to access. So, convenience sampling was used for
collecting the primary data.
 In this technique a favoured range of pattern unit is chosen intentionally or purposely
relying upon the item of the enquiry, so that only the crucial objects representing the
authentic traits of the populace are included withinside the sample.

SAMPLE SIZE
A sample size of 50 respondents was interviewed via the interactive methodology. The interplay
changed into restricted to 7-12 minutes in which discussion took place about the Consumer
perception towards DUKES CONFECTIONERY product.

Sampling Research Design: Descriptive Research Design

Sample Area: West Zone, Surat
Sample Unit: Individual (each male & female)
Sample Size: 50
No. of Respondent: 50 Respondents

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 VARIABLES

INDEPENDENT VARIABLE : Taste & quality of the chocolate product

DEPENDENT VARIABLE : Demand of the chocolate product

HYPOTHESIS

Null Hypothesis – H0
Alternate Hypothesis – H1

H0 : There is no relation between taste & quality and demand of the chocolate product.
H1 : There is relation between taste & quality and demand of the chocolate product.

After the research, we found the level of significance :

5 % Level of Significance
Alpha = 0.05
H0 > 0.05
Therefore, H0 is rejected

Hence, there is relation between taste & quality and demand of the chocolate product.

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 Chapter – 4 - Data Analysis And Interpretation

1. Approximately how long have your store been engaged in enterprise?

Interpretation: From the above responses that 30% store engaged in enterprise for 10 to 15
years observed via way of means of 26% store engaged in enterprise for 0 – 5 years, 22% store
engaged in enterprise for 5 to 10 years and 14% store engaged in store for 15 – 20 years, no store
engaged in enterprise for extra than 25 years.

2. How much do you know about Dukes India brand?

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Interpretation: From the above responses, 46% stores have a very little knowledge of Dukes
India products, observed via way of means of 34% stores have plenty of understanding, 8%
stores are don’t aware about Dukes India company and 6% stores have a completely excessive
stage of understanding approximately the Dukes products.

3. How do you know about the brand Dukes?

Interpretation: From the above responses, 54% people are aware of Dukes through Friends &
Family, 32% people are aware through Advertisement & Sales promotion and 14% people are
aware through other source.

4. What are the product lines of "Dukes" you are aware of?

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Interpretation: From the above responses, 38% respondents are aware about All the product of
Dukes observed via way of means of 32% respondents are aware about Duke Wafers, 16%
respondents are aware about Duke Biscuit and 14% respondents are aware about Duke Chocolate
product.

5. How do you rate Dukes in comparison to other brands?

Interpretation: From the above responses, 46% people gave average ratings, 34% people gave
high ratings , 12% people gave top ratings, 6% people gave low ratings and 2% people gave very
low ratings to Dukes as compared to other brands.

6. As a retailer which are the substitutes instead of Dukes will you buy?

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Interpretation: From the above responses, it can be said that Cadbury’s demand is more than
other brands in chocolate products, Britannia’s brands is more demanded than other brand in
biscuit products and Pickwick’s demand is more than other brands in Wafer products.

7. Which company gives you better visibility of their product?

Interpretation: From the above responses, 44% respondents getting higher store margin from
Britannia, 26% from Parle and Dukes & ITC Products are in the form of 2:1

8. Are the Dukes products available on your nearby store regularly?

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Interpretation: From the above responses, 40% stores may have availability of Dukes product,
34% stores have regular availability and 26% stores do not have regular availability of Dukes
product.

9. Does distributor deliver you the Dukes India product on time which you ordered?

Interpretation: From the above responses, 60% shopkeepers received their order on time.
However, 40% shopkeepers do not receive their order on time.

10. In future are you switch another brand’s chocolate products from Dukes chocolate
products?

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Interpretation: From the above responses, 70% shopkeepers may switch to another chocolate
brand in future, 24% shopkeepers definitely switch another chocolate brand in future and 6%
shopkeepers will never switch to another chocolate brand in future.

11. Dukes’ chocolate products gives you better taste than other brand?

Interpretation: From the above responses, according to 58% people, Dukes chocolate products
are neither good nor bad taste than others, as per 22% people, Dukes chocolate products are
better than others, according to 10% people, other brands have good taste of chocolate products
as compared to Dukes, however as per 6% people, Dukes chocolate product are best as compared
to any other brand.
12. How would you rate the quality of the chocolate?

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Interpretation: From the above responses, approx. 50% people likes the quality of Dukes chocolate,
32.7% people neither like nor dislike the quality of the Dukes chocolate, 18.4% people strongly likes the
quality of the Dukes chocolate. However, 4% people strongly dislike the quality of the Dukes chocolate.

13. Which Dukes chocolate you prefer to buy most?

Interpretation: From the above responses, Dukes Eclairs are mostly purchased by 42% of
people, 22% people like Cocolate, 14% people prefer to buy Milk blast and 12% people prefer to
buy Truffle of Dukes.

14. What is your opinion on brand Dukes?

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Interpretation: From the above responses, approx. 53% people have good brand image about
Dukes and 40.8% people have neither good nor bad brand image about Dukes.

15. Any features you don’t like about Dukes?

Interpretation: From the above responses, 32.7% people are satisfied with the Dukes India
products, 30.6% people found non-availability of Dukes product in the Stores, 12.2% people are
not liking pricing strategy of Dukes and 10.2% people dislikes packaging of the Dukes products.

16. Dukes’ product performs good in the market, in terms of discount, price, quality,
quantity, customer satisfaction and launching new types of products.

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Interpretation: From the above responses, as per 58% people, Dukes products are neither good
nor bad in terms of all condition and according 34% people, Dukes products are best in terms of
all condition.

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 Chapter – 5 - Findings and Conclusion

Findings from Analysis

1. We can see that rate and flavour are the 2 maximum crucial elements taken into consideration
a number of the 5 elements taken into consideration. Retailers & Consumers have the tendency
to shop for and eat biscuits due to the fact their previous desire is the flavour.

2. Consumers decide on to shop for Rs.5 biscuits packets in comparison to the alternative variety
biscuits packet. Sales of Rs.5 biscuits packet is likewise excessive in comparison to the
alternative variety biscuits packet.

3. For consumers friends and children are the 2 influencers of this brand. If we consider the
children as an influencer DUKES is maximum beneficial as youngsters are a great deal privy to
the DUKES wafer which have an impact on them to shop for DUKES biscuits.

4. Dukes India distribution channel in Surat is moderate but they need to focus on distribution for
mass selling.

5. From the survey carried out we are able to see that availability of the dukes products are much
less in maximum of stores.

6. The consumers are privy to the DUKES wafers via phrase of mouth and a number of them via
shops.
7. From the survey carried out we can see that outlets are geared to exchange the alternative
brand. They are geared up to reserve different brand products in place of DUKES which suggest
that consumers don’t have brand loyalty concerning the brand DUKES.

8. Dukes India want to cognizance on their brand advertisement, they want to cognizance poster
advertisement, news media and road side huge advertisement. It will grow their brand attention
towards the product.

9. Company want to cognizance on damage claim policy, outlets are simply unhappy on this
point.

10. Dukes India want to cognizance on Visual vending theory, it’s very crucial whilst you need
to set up your brand in this competitive marketplace.

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 Suggestions

 Distributors can enhance its delivery if it follows beat plan properly & via way of means
of handing over on promised date.
 Sales of Confectionaries & Chocolates may be progressed via higher pricing strategy or
the product.
 Salesman of the employer wants to cognizance extra on Kirana Stores & Small
Supermarket as they overlook those save & deliver extra to complete dealers for the sake
of finishing their target.
 As extra schemes and more discount can be given on products in to general trade.

 Samples and price rate off are the first-rate promotional device which ought to be make
use via way of means of DUKES to seize the marketplace.

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 Conclusion

After going thick at the thing, now time is to make a whole picture. While creating a product a
SKU (Stock Keeping Unit) of the store outlets consider the GMROI (Gross Margin Return on
Investment) and that they sell the brand which provides them highest. They count on go back in
shape of income margin, employer schemes, window display and references of the store. Among
this employer scheme make the variations and are the best supply of motivation after income
margin. Retailers call for a steady push from the employer.

Marketer want to advertising and brand building strategies to cope with the discerning
consumers and retail push in distinct consumers. The employer ought to recognize client
behaviour due to the fact outlets can’t assist first-class price. It is handiest as much as sellers
stated it is demanded they sell DUKES.

DUKES have created a sensation withinside the marketplace the phase of biscuits. As it’s miles a
budding employer examine to Britannia and ITC. It is striving tough in gaining the customers via
its brand name. The brand DUKES have a terrific image withinside the thoughts of the customers
and there’s a want to penetrate into the rural segment and make it to be had as many as retail
outlet.

According to the analysis, Dukes is the maximum leading employer in case of wafers especially
crème. The extensive variety of manufacturers in wafers and the creation of top-class premium
wafers in desirable first-class quality would increase the income withinside the long term.

Buying behaviour of consumers isn’t same. Different consumer having distinct behaviour for
buy the product. It found that many consumers are very unswerving for precise brand, many
consumers seeing the provide earlier than buy the goods wherein brand gave the extra provide
then buy that product. Many customers show the flavour of the product. These styles of
consumers do no longer display the rate of the product however flavour of the product is needed
to be excellent. It is found that many consumers are seeing the rates earlier than buy the product
after which brand of product rate is decrease than the others that product is purchased.

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 Chapter - 6 -Practical Learning & Contribution

Internship Designation & Duration : Sales Representative and 60 days

Internship – Roles & Responsibilities

ROLE SUMMARY:

Must be active listeners who take the time to comprehend what others say and then use the
information they learn to build relationships. Have to be socially perceptive and aware of
nonverbal cues to feel out how a negotiation is going, and be able to adjust accordingly.

Responsibilities:

1. Market visit – Retailing (Pan Shop) for Confectionary

2. New Product Launch

3. BTL Activity participation

4. MIS – about completion data collection.

5. Feedbacks of the retailers.

6. Semi wholesale activation.

7. Market share data observation about Dukes (Biscuit, Waffy and CCD)

8. Competitor’s study and reporting market activity

9. Sub stockiest opening and working at sub stockiest point

Expected Competency (Knowledge & Skill & Attitude)

1. Communication,

2. Flexibility,

3. Adaptability,

4. Execution,

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5. MIS & Practical Knowledge of the field/FMCG industry (Food Category) knowledge.

Internship Daily Routine – Task & Work Process

Dukes India Private Limited markets it’s diversified range of products. During SIP, I was
exposed to the distribution framework of an FMCG organization. It is a field assignment where
the company would assign a beat & I have ensured to cover all the assigned beats optimally.

When I joined the company, they have given me a brief description & details about company
products then they taught me to understand the market & how to know the market or retailer,
which they will buy like biscuits, wafers, or confectionaries & bifurcate each retail outlet
according to the product & it’s price range. The company assigned me an ASE (Area Sales
Executive) & SO (Sales Officer) where they taught me how to convert the potential customers.

From starting three weeks, I went with all the three salesmen respectively to visit the retail
outlets and learned how to pitch the product & make the retailer to buy our products after that
ASE told me about the products, their price, & the margins that retailer, distributor and company
get from the sale of the product. Then I learned how to take orders from retailers. After 3 week
they have given a target to visit 40 retail outlets per day & including small, supermarkets,
bakeries etc.

I need to visit the beat & need to search new outlet & convince them to buy our products. In 2 nd
week, Company exposed me to a new product launch of their Dukes Jumbo Jar – Butterly, Kaffy
& Coconutty and I have to market and sell the new product by placing the retail outlets & inform
retailers about our new products and what are going to differentiate our products & the product
launch went for entire internship.

I went to daily routine to visit the retail outlets and take orders from them and to try to convince
them to buy our new product and the existing product line with various price ranges of the same
product and then I have to give these orders to the distributors. At evening (4 pm to 7 pm) I have
to do promotion activity of Dukes Dark Waffy.

I visited small supermarkets and they gave me bulk in orders and can sell our products in more
and also invest time in building relationships with store owners and managers as if they know

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you or trust you there is a chance to get order in bulk and convince them to push our new
products to the customers.

Reporting Time : We have to give attendance with our selfie from market in Bizom app between
8.30 to 10.00 in the morning.

At the end of the day, we have to send all order to distributors with the shop name, address,
owners, name, mobile number, prices of products & total cost of order.

Allotted Beats: 12 Beats were allotted per day one beat.

Overall Learning outcomes

 Understood the concept of business with channel partner, I worked with distributor and
learned about infrastructure used and how they maintain inventory.
 How to handle various complex issues at retailer as well as distributor point, many time
faced challenges related to shortage of stock, Wrong order delivered or product is not
delivered on time to retailer and damage of SKUs at retailer points.
 Planning and implementation, I learned about beat plan through which salesman follow
& also about the techniques of personal selling.
 Importance of SCM in business, I learned about supply chain how they manage all
distributors point and how they supply their product to the distributors in traditional trade.
 How to take orders in General trade.
 Understand margin of distributor, wholesaler and retailer and the ROI calculation.
 Learn how to work on Sales force Automation (SFA) application. (BIZOM)
 Overall market knowledge of Dukes product and its competitor’s product as well.
 Learned to fill about various formats like Closing Stock, Damage Claim, New Joinee
format, etc…in an excel file.
 Relation plays an vital role for any business so that learned the way of talking with the
parties and made good relations.

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 QUESTIONAIRE

SURVEY ON RETAILER PERCEPTION TOWARD DUKES PRODUCTS

1. Name:
2. Shop Type
3. Approximately how lengthy have your store been engaged in business?
 0–5
 5 – 10
 10 – 15
 15 – 20
 20 – 25
 25 – 30

4. How much do you know about Dukes India brand?

 No knowledge
 Very little knowledge
 An adequate amount of knowledge
 A lot of knowledge
 A very high level of knowledge

5. How do you know about the brand Dukes?

 Advertisement
 Friends & Family
 Others

6. What are the product lines of Dukes you are aware of?
 Biscuits
 Chocolates
 Wafers
 Confectionary

7. How do you rate Dukes in comparison to other brands?

 Scale 1 – 5

8. As a retailer which are the substitutes instead of Dukes will you buy?
 Britannia
 ITC
 Parle
 Pickwick
 Unibic

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  Priya Gold
 Gourment Delite
 Cadbury
 Patanjali

9. Which company gives you better visibility of their product?

 Britannia
 ITC
 Dukes
 Parle

10. Are the Dukes products available on your nearby store regularly ?
 Yes
 No

11. Does distributor deliver you the Dukes India product on time which you ordered?
 Yes
 No

12. In future are you switch another brand’s chocolate products from Dukes chocolate
products?
 Yes
 No
 Maybe

13. Dukes chocolate products gives you better taste than other brand ?
 Yes
 No

14. How would you rate the quality of the chocolate?

 Scale 1 – 5

15. Which Dukes chocolate you prefer to buy most?

 Truffle
 Milk Blast
 Dots
 Cocolate
 Meltz Doubles
 Eclairs
 Aam & Katccha Aam

16. What is your opinion on brand Dukes?

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  Good
 Average
 Bad
 Nothing

17. Any features you don’t like about Dukes?

 Price
 Quality
 Packaging
 Taste
 Non-Availability
 None of these

18. Dukes’ product performs good in the market, in terms of discount, price, quality,
quantity, customer satisfaction and launching new types of products.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

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 REFERENCES

 https://dukesindia.com/about-ravi-foods/
 https://dukesindia.com/
 https://dukesindia.com/products/biscuits/
 https://dukesindia.com/products/waffer/
 https://dukesindia.com/products/chocolates/
 https://dukesindia.com/products/confectionery/
 https://dukesindia.com/products/snacks/
 https://dukesindia.com/products/gift-pack/
 https://economictimes.indiatimes.com/company/dukes-products-india-limited/
U63023TG2004PLC042812

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