SUMMER INTERNSHIP

“SAMPARK” PROJECT REPORT

UNDERSTANDING FROZEN FOOD

INDUSTRY
 OBJECTIVES
 To find out the position of the
competitors in market.
 To find out the handlers of frozen
foods.
 To understand the working of
frozen food dealers.
 To find out the promotion and
merchandising of competitors.
OUR COMPETITORS
 McCain
 Total market share : 87%
 Total no.of outlet covering in
lucknow:450 approx(25 lakhs)
Information collected from rahul
yadav (D S mccain’s)
 Mccains dealer in lucknow : OM
distributors
 Mccain’s dealer margin : 12%
 Mccain’s fridger policy
a. required sales 5000/month for small
 Merchandising : self merchandising by sales
man
 Mccains sales man salary : 15000/month +
incentives 2500 approx (rahul yadav)
 Mccains retailer margin : 20 % on mrp
(16.88% add up on lending price)
 Mccains additional benefit to retailer: 2%
extra on purchase of 2500
nnnnnnnnnnnnnnnnnnnnnnnnnnnnnn: 3%
extra on purchase of 3500
: 4% extra on purchase of 4500
: 5% extra on purchase of 5500
 Mccains expiry policy : credit note issued
by dealer and amount deduct from next
bill.
 VENKY’S
 Total no. of outlet covering in lucknow :
25-30
 Dealer : MCS marketing
 Retailer’s margin : 20% (16.88% add up on
lending price)
 Expiry policy : piece to piece return
 Additional benefit : rare offers on selected
sku
 Same dealer for modern trade and
general trade.
 GODREJ YUMMIES

 Total no. of outlet covering in lucknow :

30-35
 Dealer : Leyton fresh
 Retailer’s margin : 20% (16.88% add up on
lending price)
 Expiry policy : credit note
 Additional benefit to retailers : rare
schemes
 Merchandising : self merchandising by
 AMUL’S TASTY
FRESH
 Delivering to all retailers who dealing in
amul icecream
 Dealer : A R enterprises (trans gomti)
: raj enterprises (seas gomti)
 Retailer’s margin : 20%
 Availabilty : all sku’s are not available ,
some sku’s are always out of supply , as
said by the dealer “sometimes products
are not also available in his own bakery”
 Cash basis business
 SIRIUS
FOODS
PVT
LTD.
 Total no. of outlet covering in lucknow :
30-35
 Distributed by : sirius food pvt. Ltd
 Retailer’s margin : 20%
 Tasty fresh (veg) , blue flame (non veg)
 Mainly focus on non veg where venky and
godrej yummies dealer does not supplying
 Credit : 7 to 14 days
 STORAGE (RETAILERS)
 Temperature required: -18ºc to -22ºc
 Fridge should be on for 24 hours to store products
 Most of the retailers store frozen foods in icecream
deep fridge
 Electricity charges are paid by retailers (no support
from any company)
 McCain's fridge policy : a. required sales 5000/month
for small (2.5*3)200litres
: b. required sales 8000/month for
medium (4*3)300 liters
: c. required sales 20000/month
for standing fridge(glass)
 McCain's (4*3) (8000/
month)

Vertical fridge
McCain's (3*2.5)
Cream bell (400 liters)
 FINDINGS FROM DATA
COLLECTED
total no. of retailers having demand or interested in 284
selling frozen foods
total no of retailers dealing in mccain's (till now) 173 61%

total no. of retailers dealing in non veg frozen food 10 4%

total no. of retailers purchasing mccain's from dealer 162 94%

(Om distributors)
total no. of retailers purchasing mccain's from other 11 6%
sources
total no. of retailers having mccain's refridgerator 45 26%

total no of retailers ready to deal in non veg or already 102 36%

dealing in non veg
total monthly sales in frozen 1143900

total sales mccain's 995600 87%

FEEDBACK ABOUT DEALER’S VISITED
AND INFORMATION COLLECTED
FROM THEM.
1. A R ENTERPRISES (AMUL ICECREAM AND
FROZEN FOODS) bhoothnath market
 Shortage of products
 Owned vehicles (insulated)
 Payment basis only cash (as per company policy)
 Owned cold storage
2.C K ETERPRISES ( KWALITYWALLS DEALER AND
EXISTING ITC DEALER) MAHANAGAR
 Owned cold storage (5000 cubic feets ,capable of
storing 800 crates,already filled with icecream)
 Two refridgerated van (cost of each refridgerator on
van is 245000-350000)
 Conscious about profit despite of customer service (eg.
Will not deliver less than 5000)
3. RAJ ENTERPRISES (AMUL ICECREAM AND
FROZEN FOODS) TRIVENI NAGAR
 Owned cold storage (already filled with icecream , planning
to install another one)
 No refridgerated van available
 Payment basis only cash (as per company policy)
 Asking for support

4. Richi e rich (dealer vadilal seasgomti )

 Owned cold storage (ready to expand it for itc frozen foods)
 Own tata ace for delivery with 400 litre defridger installed in
it with insulated body)
 Having 270 outlets equipped with vadilal deepfridger
 Govt. employee
 FINDINGS
 Most of the retailers (73%) are using ice-
cream fridge to store frozen foods
 Customers resists to buy frozen if they
found non veg frozen in same fridge
 All brands replaces expiry and damages
 94% retailers purchasing McCain's from
auth. Dealer (om distributor)
 And other 6% from walmart and metro
 Kwality walls has most no. refrigerator
installed in market (in 71 shops)
 Mccains is unable to provide required or
demanded articles or sku on time like
smileys fries
 Non veg vendors does not delivering in
many stores which is a big opportunity
for us
 Brand in non veg products does not using
any type of visibility and sales promotion,
by providing which we can gather more
sales
 Frozen demand increases in winter and
rainy season
 SUGGESTION
 ice-cream dealer should be our
preferred partner
A . having cold storage
b. having delivery vehicle (refrigerated /
insulated)
c. having refrigerators installed in
market
d. having list of retailers dealing in
frozen(ice-cream)
e . having specialized delivery persons
who knows how to
 we should try to install our fridge next to
McCain fridge
 different section should be made in fridge
(25-30 liters) for storing non veg
products .
 we should focus more on non veg articles
as venky and godrej does not provide
proper supply
 proper focus should be given on delivery
to reduce damages and spoilage.
 DS should cover 25-30 outlets in a day so
that he can easily arrange products and
VISIBILITY