RETAIL BEHAVIOUR ANALYSIS AND IMPACT OF

ENHANCING BUSINESS ON FMCG SECTOR

A Presentation
By
SIMRAN SAHA
(Enrollment Number- 20BSPHH01C1245)
Date: 30 t h May, 2021
Agenda

 About the internship

 Introduction to the Industry and Major Players

 Introduction to the Company

 Details of the Project

 Recommendations

 Acknowledgements

 Discussion and questions

About the Internship
 Company Name: Mondelez Foods India Pvt. Ltd.; Type: FMCG

 Job Role: Sales Executive Intern

 Job Duration: 3 months(22nd February, 2021-22nd May, 2021 )

 Location: Kolkata, W.B.

 Company Guide: Ms. Ritwika Sengupta(Asst. Sales Manager, Kolkata);

 Faculty Guide: Mr. Sunny Bose(Prof., Icfai Business School, Hyderabad)

 Major Projects: a) Brand Idea b) Merchandising Score

 Purpose of the Project
a) Performing a sales drive of products among the outlets all over the city
b) To understand the competition from the retailers
c) To expand the business

 Scope of the Project

a) Covering and tapping all the market segments
b) Mainly deals with Sales and Distribution, Promotion
c) Dealing with the retailers and the distributors directly for primary and secondary
line of sales
d) Increasing the enthusiasm of the sales persons to pitch

 Objective of the Project

a) To perform a sales drive of products
b) To deal with the Distributors and Retailers
c) To Study the Supply Chain Management system of the company
Introduction to the Industry
 Fast-moving consumer goods (consumer packaged goods)

 FMCGs can be divided into several different categories including:

a) Processed foods
b) Prepared meals
c) Beverages
d) Baked goods
e) Fresh, frozen foods, and dry
f) Medicines
g) Cleaning products
h) Cosmetics and toiletries
i) Office supplies

 Examples of some FMCG companies are:

Tyson Foods, Coca-Cola, Unilever, Procter & Gamble, Nestlé, PepsiCo, and Danone
Players in the Market
Introduction to the Company
 One of the World's largest snacking companies

 They operate in approximately 160 countries

 The Mondelez name is a coined word adopted in 2012

 Founded on December 10, 1923

 On January 19, 2010, Cadbury was acquired by Kraft Foods

 In August 2011, it was planned to split into two publicly traded companies,
an international snack-food company and a North American grocery
company.
Competitors

SR. NO. COMPANY PARENT ORGANIZATION FOUNDED IN

1 Nestle Nestle 1866
2 Amul Amul 1946
3 Britannia Wadia Group 1892
4 Hershey’s Hershey’s Trust Company 1894
5 Glaxo Smith Kline Hindustan Unilever 1925
6 Parle Parle 1929
Details of the Project
1. Brand Idea
 This project was run for 45 days

 List of retail units of 10 specific areas were provided which are/were not serviced

 Conducted surveys (physically/ through phone calls/ contacting the specific area salesmen)

 Results Categories: Already Covered/ New Opportunity/ Doesn’t Sell Category/ Not Found/

Others
Representation Report
2. Merchandising Score (M- Score)

 Visibility of the product

 Used to improve the quality of the visicooler

 Scoring has three parameters:

i. Location
ii. Purity
iii. Planogram

 A dedicated application is used to check its accuracy through artificial intelligence

 Their scores rose by about 20 percent when they were guided properly
Representation Report
Representation Report
3. Other Learning

 Green Outlets

i. Regular and Recommended Lines

ii. Green Call

 EC and EBD

 ULB

 Retailers and Distributors Margin

 Rods (2 Categories: Damage in Warehouse, Damage while Distribution)

• Product Flow

• P5/P7 Outlets

• People Package
 Segmented and Regular PC Routes

 Shadowing the Sales Executives of various areas

 Practical usage and handling of large and bulk Excel Sheets

 Speaking to the employees of various level, retailers distributors directly

 Solving various crisis situations

 Attending meetings and presenting my work to higher management

Recommendations

One dedicated Merchandiser in each RD for M-score

which will help in 3 ways;

I. The PCs to earn their incentives better

II. The RDs to get better profit and a very much visible ROI
III. The business revenue will definitely go up taking into account the
better placement of the products for the customers to see when they
visit the retailer unit

 Local Hiring/ Local Stay Provisions

Acknowledgements
I would like to express my gratitude towards all the people who have contributed their precious time and
efforts to help me in completing project, without it would not have been possible for me to understand and
analyze the work.
I hereby take this opportunity to thank MONDELEZ FOODS INDIA PVT. LTD. and its Director, Mr
DEEPAK IYER, for providing me with a fruitful association by the way of Summer Internship Program
I would like to thank with great respect and humbleness to Mr. Himanshu Chitkara, HR, and Ms.
RITWIKA SENGUPTA, ASM, Sales of Mondelez Foods India Pvt. Ltd. for their valuable guidance and
support, motivation and encouragement throughout the period this work carried out. Her readiness for
consultation at all times, her educative comments and assistance have been invaluable which enables me to
pursue this project.
I am extremely thankful to my faculty guide, Dr SUNNY BOSE, IBS Hyderabad for his constant guidance
and support which inspired me pursue my project with added interest and enthusiasm.
I am grateful to my esteemed institution IBS Hyderabad for inspiring me, to evolve, learn and grow as a
manager, who is ready to take new responsibilities and make most of the opportunities that lie ahead, by
Summer Internship Program.
I would also like to thank the entire sales team and other staff members of Mondelez Foods India, to make
my stay in the company as smooth as possible with the constant support and providing me with the
resources which enabled me to enrich my project.
I would also like to thank my friends and family for the constant support and as and when required as well
as inspiring me to put in my best effort into this project.
Thank You