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Market performance study of Anmol Crunchy Bite brand and suggest marketing strategies based on 4Ps.

Partial Fulfillment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India)

By

Firoj Md Shah

PG-11-17

Batch 2011-13

Under the guidance of

Prof. U.C Mathur

INMANTEC, Ghaziabad

Under the guidance of Prof. U.C Mathur INMANTEC, Ghaziabad Integrated Academy of Management and Technology Ghaziabad

Integrated Academy of Management and Technology

Ghaziabad

23 April 2012-23 June 2012

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ACKNOWLEDGEMENT

A work is never a work of an individual. I owe a sense of gratitude to the

intelligence and co-operation of all people who had been so easily let me

understand what I needed from time to time for completion of this exclusive

project.

It is a matter of great satisfaction and pleasure to present this report on of Anmol

Bakers Pvt. Ltd., Ludhiana, Punjab. I take this opportunity to owe my thanks to all

those involved in my training.

First and foremost, I express heartfelt thanks to Mr. U.C Mathur , Professor

PGDM, Department of Management studies for his valuable guidance, his full

support and co-operation without which this project report would not have been

completed. I am thankful to Mr. Nabojit Dutta (BRABD MANAGER) for their

encouragement and able guidance at every stage of my training work. I express my

gratitude towards staff of Anmol Bakers Pvt. Ltd, those who have helped me

directly or indirectly in completing the training.

I am expressing heartfelt thanks to Mr. L.K Gupta (ADMIN AND HR HEAD) for

giving me opportunity to work at Anmol Bakere Pvt. Ltd, as a MARKETING

TRAINEE.

Last but not the least, we want to thank to our family and friends for their wholehearted support for the completion of this Project.

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Table of Contents

1.

Executive Summary

 

7

2.

Introduction

8-9

2.1. Purpose of the Study

 

8

2.2. Industry Overview

8

2.3. Company profile

9

3.

Research Methodology

10

3.1. Research Design

10

3.2. Data Collection Method………………………………….10

3.3. Data Collection instruments

 

10

3.4. Sampling and Sample size……………………………… 10

3.5. Data Analysis Techniques

 

10

3.6. Summary of work…………………………………………10

4.

Major Industry Contribution

 

11

5.

Outlet of the country

12

6.

Mission and Vission

12

7.

Brand

Showcase

12

8.

About Brand

……

13-14

9.

Product Offering……………………………………………….15-16

10.

Facts and figure……………………………………………… 17-32

10.1 Retailer Study……………………………………………

17-28

10.2 Competitor’s Activities…………………………………

29-32

10.3 Customer Study……………………………………………… 33-35

12.

Findings and Recommendation………………………………….36

13.

Consultation …………………………………………………….37

14.

Limitation of the study……………………………………………37

Annexure A(questionnaire)

65

Annexure B

66

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List of table

Table 1.1

18

Table 1.2

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Table 1.3

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Table 1.4

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Table 1.5

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Table 1.6

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Table 1.7

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Table 1.8

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Table 1.9

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Table 1.10

24

Table 1.11

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Table 1.12

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Table 1.13

27

Table 1.14

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Table 1.15

33

Table 1.16

33

Table 1.17

34

 

List of Graphs

Graph 2.1

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Graph 2.2

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Graph 2.3

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Graph 2.4

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Graph 2.5

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Graph 2.6

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Graph 2.7

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Graph 2.8

23

Graph 2.9

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Graph 2.10

25

Graph 2.11

26

Graph 2.12

26

Graph 2.13

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Graph 2.14

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1. Executive Summary

I was appointed on Ludhiana territory from the company. I start working on 23th April. It was eight week project task. The major objective of the study is to proper understanding the marketing performance of Anmol Crunchy Bite Brands. Then suggest a market strategy for further butter competition. To understand the current market situation I go to my target response with some question in Questioners format. I meet 376 retailers as well as 376 customers. After meeting the retailer and customer I found that Coconut Biscuit has demand in market. Some of the company does their business very well because of good product quality, packaging and foremost thing that is good communication structure (Promotion, distribution, supply). Anmol carry a good demand, But the customer demand doesn’t fulfill because of proper communications, product, price, packaging and test. Anmol has to give their focus on the in those things. Customer wants a different test all the time. Britannia and Parle brand are the top brand in India. Because the always play with the test and preferences by R&D. Anmol has to spend their time and money on R&D. Another thing Anmol has to be very liberate on promoting their brands. Give Ad on TV, Paper, Magazine Etc. that customer always recall their brand name.

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2 INTRODUCTION

2.1 PURPOSE OF STUDY

The purpose of research is to unit and find out any problem in it. Also

suggest the way to improve their working capital management.

1. To analysis the market performance of Anmol Crunchy Bite and suggest

the better way to increase the market share of the brand

2.2 INDUSTRY OVERVIEW

According to tradition, biscuits first appeared ten thousand years ago in China, where dry rice pies with sesame and fruits were made. Other old stories mention that the Assyrians used to prepare thin rusks made of barley and wheat dough, which they placed then in clay vases and baked them on embers. In Indian market Britannia Industries first introduce biscuit in 1892. It’s start it’s business from Kolkata. Later, the enterprise was acquired by the Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under the name of "V.S. Brothers." In 1918. And then Parle Agro comes into India at 1929. Parle Products was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle Mumbai. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and Thums Up soft drink. After that many company cover the whole bakery market.

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2.3 COMPANY PROFILE

The word Biscuit derives from the

Certificate ISO 22000: 2005

Latin word 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). There

is nurture; creation and determination behind munch of every crunchy Biscuit. To

create those mouthwatering delicacies, Anmol Biscuit is following the same path

of creation under the strong leadership of Mr. Baijnath Choudhary. From a single

biscuit manufacturing plant Anmol is rising with a vision to become the most

popular biscuit brand across the globe. Anmol’s main driving forces to accelerate

continuous growth are with the views and values of Mr. Baijnath Choudhary, Mr.

Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and

Mr. Bimal Kumar Choudhary. Anmol introduce itself on the year of 1994.

Business Type

Exporter , Manufacturer

Export Percentage

60%

No of Staff

550

Year of Establishment

1993

No of Production Lines

6

Export Markets

Worldwide

Monthly Production Capacity

As per requirement

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3. Research Methodology:

3.1 Research design-

Descriptive method is accepted for this survey work. As I have to survey each consumer and each retailer so for this descriptive research design will be the best option.

3.2 Data requirements-

The data that is required is the raw data and for that primary data is needed.

3.3 Data collection method-Survey method is the one and only option for our

objective. As Anmol is going to launch a new product survey method is the best option to find its future prospects.

3.4 Data collection instrument-Data collection instrument is a very

important thing to decide and the instrument which fit our objectives is the questionnaire.

3.5 Sampling and sample size-

For the retailers stratified sampling is the right and for the consumers random sampling has been followed. Sample size of 267 (retailers) and 267 customers are given by the company for the survey.

3.6 Data analysis technique-

Charts representation and graphs will be used to analyze the report.

3.7 Summary of the work-

I am doing survey where the questionnaire is being given by the company with the title. I have been given two different types of questionnaire-one for the retailers and one for the consumers. I have to collect all the responses of them and analyze their responses.

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4 MAJOR INDUSTRY CONTRIBUTION

Anmol’s competitors are Parle product ltd, Priya Gold, Sunfeast , and Parle

and also have some local companies

Though Anmol is the oldest company in the Indian market but the company

is facing tuff competition.

Anmol’s biggest competitor is Parle Company and also has some other

worldwide company as Bakeman’s 10%, smithkline 08%, Nutrie 04%,

Kwality 04% Other’s 4%, but Parle has 30% of market share and the

Britannia has 40% market share Parle is biggest threats for Anmol.

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5. OUTLET IN THE COUNTRY

Anmol is available in all over India. Anmol’s all the products we can find in

every place. Like rural market, urban market and cities.

The Anmol biscuit is most admiring product and all towns also in

village.

The

company’s

distribution

channel

divided

in

three

levels.

Manufacturer to distributor, distributor to whole seller and whole seller to

retailer then the customer. The biscuit generally available in every daily

needs shop provision stores, grocery shop.

6. Mission & Vision

We Desire to be in the pinnacle of the list, paying a firm attention, to the growth of the conglomerate. The value for life should always commemorate the path of growth. Our target is to attain the aspiration with global approach. Anmol delivers the best returns to the society, consumers, employees and stakeholders. There is a spontaneous upgrade of standard for the associates. Leveraging the asset to enhance the Group synergy and becoming globally cutthroat is the chosen route to sustain growth and long-term attainment.

7. BRAND SHOWCASE

Anmol offers its customers a wide variety of biscuits in various tempting flavours suiting all tastes. The consumers can take their pick from Glucose Biscuits, Coconut Biscuits, Butter Biscuits, Cream Biscuits, and Tea Biscuits etc. with a vibrant variety of 23 brands, Anmol Biscuit is available in 42 SKUs.

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8. ABOUT THE BRAND

About the Brand: The versatile youthful brand constantly aims to provide a novel and exciting taste experience to the consumer. Anmol takes pride in being one of the leading biscuit selling brands in India. The brand Anmol is well known in and across the country and now aims to touch the globe all around.

9 PRODUCT OFFERING

now aims to touch the globe all around. 9 PRODUCT OFFERING Anmol presents an assortment of

Anmol presents an assortment of biscuits and cake with an array of very

satisfying tastes and flavors that ensures good health.

an assortment of biscuits and cake with an array of very satisfying tastes and flavors that
an assortment of biscuits and cake with an array of very satisfying tastes and flavors that

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Export

Export Anmol presents an assortment of biscuits and cake with an array of very satisfying tastes

Anmol presents an assortment of biscuits and cake with an array of very satisfying tastes and

flavors that ensures good health.

an assortment of biscuits and cake with an array of very satisfying tastes and flavors that

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Butter Cookies Available in 65g. Available in 64g Funfill Choco Vanilla Available in 90g. 17

Available in 65g.

Available in 64g

Butter Cookies Available in 65g. Available in 64g Funfill Choco Vanilla Available in 90g. 17

Available in 90g.

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10. Facts and Figure

10.1 Retail Study

Total responded of this project is 376, it took 8 weeks. From this survey I got this

result.

Table and Graphs

Most preferable coconut brands. (1.1)

Anmol

286

Britannia Coconut

347

Britannia Tiger

372

Parle Coconut

341

Sunfeast

239

Cremica Cococikies

270

Cremica Coconut

259

Bonn Coconut

289

Priya Gold Coconut

293

Diagram 2.1

Preferable Brand 372 347 341 329 286 289 293 270 259
Preferable Brand
372
347
341
329
286
289
293
270
259

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Interpretation: From the above responds most of the retailer prefers to sell the Britannia, Parle Sunfeast brands. Others brands perform modernly in the market.

Performance of Anmol Crunchy Bite brand in the view of retailer on the basis of 5 marks rating. (1.2)

Rating

5

4

3

2

1

Brand Image

3

67

134

79

0

Packaging

4

58

166

58

0

Product Quality

4

63

174

45

3

Repeated Purchase

5

37

163

74

7

Diagram 2.2

Anmol Crunchy Bite Brand Image Packaging Product quality Repeaited Purchase 166 171 163 134 79
Anmol Crunchy Bite
Brand Image
Packaging
Product quality
Repeaited Purchase
166
171 163
134
79
74
63
67 58
58
45
37
3
4
4 5
7
0
0 3
5 Rating
4 Rating
3 Rating
2 Rating
1 Rating

Interpretation: In the above graph most of the responded gives three rating to brand image and others factors. It means customer is not fully satisfied.

Performance of Britannia brand in the view of retailer on the basis of 5 marks rating (1.3)

Rating

5

4

3

2

1

Brand Image

334

38

0

0

0

Packaging

369

3

0

0

0

Product Quality

371

1

0

0

0

Repeated Purchase

356

16

4

0

0

19

19
19

Diagram 2.3

400 350 300 Brand Image 250 Packaging 200 Product quality 150 Repeaited Purchase 100 50
400
350
300
Brand Image
250
Packaging
200
Product quality
150
Repeaited Purchase
100
50
0
5 Rating
4 Rating
3 Rating
2 Rating
1 Rating

Interpretation: Britannia is highly performing brand among all brands. It mostly got five marks rating from retailer. It’s known for its Branding, Packaging, and Product Quality Etc.

Performance of Parle brand in the view of retailer on the basis of 5 marks rating (1.4)

Rating

5

4

3

2

1

Brand Image

298

43

0

0

0

Packaging

323

14

4

0

0

Product Quality

314

21

6

0

0

Repeated Purchase

317

18

6

0

0

Diagram 2.4

Brand Image Packaging Parle Product quality Repeaited Purchase 317 314 323 298 18 6 21

Brand Image

Brand Image Packaging Parle Product quality Repeaited Purchase 317 314 323 298 18 6 21 6

Packaging

Parle Product quality
Parle
Product quality
Brand Image Packaging Parle Product quality Repeaited Purchase 317 314 323 298 18 6 21 6

Repeaited Purchase

317 314 323 298 18 6 21 6 14 0 0 43 4 0 0
317
314
323
298
18
6
21 6
14
0
0
43 4
0
0
0
0
0
5 Rating
4 Rating
3 Rating

2 Rating

1 Rating

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20
20

Interpretation: Maximum retailer said that Parle is a strong brand. They mostly sale because of its Packaging, and product quality.

Performance of Sunfeast brand in the view of retailer on the basis of 5 marks rating (1.5)

Rating

5

4

3

2

1

Brand Image

276

37

16

0

0

Packaging

231

78

13

7

0

Product Quality

210

69

41

9

0

Repeated Purchase

184

129

12

4

0

Diagram 2.5

Sunfeast

300 250 200 150 100 50 0 5 Rating 4 Rating 3 Rating 2 Rating
300
250
200
150
100
50
0
5 Rating
4 Rating
3 Rating
2 Rating
1 Rating
Brand Image
276
37
16
0
0
Packaging
231
78
13
7
0
Product quality
210
69
41
9
0
Repeaited Purchase
184
129
12
4
0

Interpretation: In the market Sunfeast coconut biscuit has a good demand. Most of the retailer stores the brand in their shop. Sunfest carrying a good brand image, packaging, product quality etc.

Performance of Cremica brand in the view of retailer on the basis of 5 marks rating (1.6)

Rating

5

4

3

2

1

Brand Image

14

89

126

36

5

Packaging

2

65

187

14

2

Product Quality

3

68

172

21

6

Repeated Purchase

4

57

151

54

4

21

21
21

Diagram 2.6

Cremica

200 150 100 50 0 5 Rating 4 Rating 3 Rating
200
150
100
50
0
5 Rating
4 Rating
3 Rating

2 Rating

1 Rating

Brand Image150 100 50 0 5 Rating 4 Rating 3 Rating 2 R a t i n

Packaging100 50 0 5 Rating 4 Rating 3 Rating 2 R a t i n g

Product quality200 150 100 50 0 5 Rating 4 Rating 3 Rating 2 R a t i

Repeaited Purchase200 150 100 50 0 5 Rating 4 Rating 3 Rating 2 R a t i

Interpretation: Most of the retailer gives three and four rating to the Cremica brand. That means it performing modernly in the market.

Performance of Bonn brand in the view of retailer on the basis of 5 marks rating (1.7)

Rating

5

4

3

2

1

Brand Image

5

86

127

63

5

Packaging

2

68

158

51

7

Product Quality

7

46

174

55

4

Repeated Purchase

8

52

169

54

3

Diagram 2.7

Bonn

200 150 100 50 0 5 Rating 4 Rating 3 Rating 2 Rating 1 Rating
200
150
100
50
0
5 Rating 4 Rating
3 Rating
2 Rating
1 Rating
Frequncy

Rating

Brand Image100 50 0 5 Rating 4 Rating 3 Rating 2 Rating 1 Rating Frequncy Rating Packaging

Packaging50 0 5 Rating 4 Rating 3 Rating 2 Rating 1 Rating Frequncy Rating Brand Image

Product quality150 100 50 0 5 Rating 4 Rating 3 Rating 2 Rating 1 Rating Frequncy Rating

Repeaited Purchase150 100 50 0 5 Rating 4 Rating 3 Rating 2 Rating 1 Rating Frequncy Rating

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Interpretation: Bonn is a demanding brand among the all brands. It got mostly three and four rating on it’s Brads image, packaging and others factor.

Performance of Priya Gold Coconut brand in the view of retailer on the basis of 5 marks rating (1.8)

Rating

5

4

3

2

1

Brand Image

5

52

127

63

5

Packaging

2

46

158

51

7

Product Quality

7

68

174

55

4

Repeated Purchase

8

86

169

54

3

Diagram 2.8

180 160 140 120 100 80 60 40 20 0 5 Rating 4 Rating 3
180
160
140
120
100
80
60
40
20
0
5 Rating
4 Rating
3 Rating
2 Rating
1 Rating
Brand Image
5
86
127
63
5
Packaging
2
68
158
51
7
Product quality
7
46
174
55
4
Repeaited Purchase
8
52
169
54
3

Interpretation: Priya Gold is a strong brand among all. It packaging is very good, and other factor. It’s mostly got three and four rating.

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Brand Promotional Report

Brianna’s performance (1.9)

Rating

5

4

3

2

1

TV Ad

368

4

0

0

0

Radio

69

137

137

25

4

POP Material

74

142

131

25

0

BTL Promotion

83

161

97

29

2

Diagram 2.9

400 350 300 250 200 150 100 50 BTL Promotion POP Material Radio TV Ad
400
350
300
250
200
150
100
50
BTL Promotion
POP Material
Radio
TV Ad
0
5 Rating
4 Rating
3 Rating
2 Rating
1 Rating
TV Ad
368
4
0
0
0
Radio
69
137
137
25
4
POP Material
74
142
131
25
0
BTL Promotion
83
161
97
29
2

Interpretation: From the above graph we can interpret that Britannia promotes their brand through digital advertisement. It got five rating most for all promotional options.

Parle’s Performance report (1.10)

Rating

5

4

3

2

1

TV Ad

317

24

0

0

0

Radio

127

96

94

19

5

POP Material

32

95

176

25

13

BTL Promotion

98

103

114

17

9

24

24
24

Diagram 2.10

350 300 250 TV Ad 200 Radio 150 POP Material 100 BTL Promotion BTL Promotion
350
300
250
TV Ad
200
Radio
150
POP Material
100
BTL Promotion
BTL Promotion
50
POP Material
0
Radio
5 Rating
4 Rating
TV Ad
3 Rating
2 Rating
1 Rating

Interpretation: The above diagram says that Parle mostly promote their brans on TV. But radio and POP and BTL are equally use. It got five rating from maximum respondents. That refers it is performing very well.

Sunfeast’s Performance report (1.11)

Rating

5

4

3

2

1

TV Ad

278

43

8

0

0

Radio

35

124

117

47

6

POP Material

121

137

59

12

0

BTL Promotion

97

148

52

28

4

25

25
25

Diagram 2.11

300

250

200

150

100

50

0

278 148 121 124 137 117 97 59 52 43 47 35 28 8 12
278
148
121
124 137
117
97
59
52
43
47
35
28
8
12 0
6
0
0
4

5

Rating

4 Rating

 

3 Rating

2 Rating

1 Rating

 
  TV Ad Radio POP Material BTL Promotion

TV Ad

  TV Ad Radio POP Material BTL Promotion

Radio

  TV Ad Radio POP Material BTL Promotion

POP Material

  TV Ad Radio POP Material BTL Promotion

BTL Promotion

Interpretation: According to the diagram we can understand that Sunfeast prefer to promote their product through TV. But in radio and POP promotion has a good

Cremica’s Performance report (1.12)

Rating

5

4

3

2

1

TV Ad

16

74

97

71

12

Radio

86

69

98

17

0

POP Material

241

29

0

0

0

BTL Promotion

237

21

12

0

0

Diagram 2.12

250

200

150

100

50

0

241 29 0 0 0
241
29
0
0
0

5

Rating

4 Rating

 

3 Rating

2 Rating

1 Rating

 
  TV Ad Radio POP Material BTL Promotion

TV Ad

  TV Ad Radio POP Material BTL Promotion

Radio

  TV Ad Radio POP Material BTL Promotion

POP Material

  TV Ad Radio POP Material BTL Promotion

BTL Promotion

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26

Interpretation: According to the diagram Cremica got maximum rating on POP (Point of Purchase). It use BTL and radio as a promotional tool.

Bonn’s Performance report (1.13)

Rating

5

4

3

2

1

TV Ad

21

89

87

65

27

Radio

24

91

121

47

6

POP Material

254

21

14

0

0

BTL Promotion

248

32

9

0

0

Diagram 2.13

300 200 100 0 5 Rating 4 Rating 3 Rating
300
200
100
0
5 Rating
4 Rating
3 Rating

2 Rating

1 Rating

TV Ad300 200 100 0 5 Rating 4 Rating 3 Rating 2 R a t i n

Radio300 200 100 0 5 Rating 4 Rating 3 Rating 2 R a t i n

POP Material300 200 100 0 5 Rating 4 Rating 3 Rating 2 R a t i n

BTL Promotion300 200 100 0 5 Rating 4 Rating 3 Rating 2 R a t i n

Interpretation: Bonn is a good brand in the market. The mostly promote their brands through POP & BTL process from the retailers view. Out of that it uses radio.

Priya Gold’s Performance report (1.14)

Rating

5

4

3

2

1

TV Ad

7

73

198

15

0

Radio

54

96

113

22

8

POP Material

17

56

169

42

9

BTL Promotion

7

21

124

114

27

27

27
27

Diagram 2.14

198 200 180 169 160 140 124 113 114 120 96 100 73 80 56
198
200
180
169
160
140
124
113
114
120
96
100
73
80
56
54
60
42
40
27
21
22
17
15
20
7 7
8 9
0
0
5 Rating
4 Rating
3 Rating
2 Rating
1 Rating
TV Ad
Radio
POP Material
BTL Promotion

Interpretation: Priya Gold is a demanded brand among customer. Priya Gold creates this demand through various promotions. Retailers are pointing highly on TV Ad. They observe that Priya Gold introduce itself on TV Ad most of the time. It uses POP & BTL process to promote.

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11.2 Competitors Activities

Most related competitors like Bonn and Cremica the promoting their product like this way.

Bonn and Cremica the promoting their product like this way. The Bonn promotes their brands in

The Bonn promotes their brands in a Gurudyara. Gurudyara is a place where maximum people come over here. Bonn poster wheeler use to control the traffic. The public benefited from that. The get interested to the brand because it something related to the Religion. This way people may aware about the brand.

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This banner stands on the side of main traffic road where maximum traffic passes through
This banner stands on the side of main traffic road where maximum traffic passes through

This banner stands on the side of main traffic road where maximum traffic passes through on this way (Amritsar Road). Everybody look upon it. Brand awareness is increasing.

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The above two banner show us the way of destiny. Bonn directly helps the people.
The above two banner show us the way of destiny. Bonn directly helps the people.

The above two banner show us the way of destiny. Bonn directly helps the people. People look at the banner to know the direction side by side Bonn promotes their brand name. The most useful promotion.

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Here the Cremica delivery van covers by their own advertisement. When that van running on the road or delivering retailer to retailer then people are noticing the van. They directly or indirectly make aware of Cremica brand. It is a big promotion of Cremica. Where the Anmol doesn’t follow that strategy. If Anmol want to enjoy the market it has to be apply this type of strategy.

the Anmol doesn’t follow that strategy. If Anmol want to enjoy the market it has to

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10.3 Customers Study

Total responded of the study is 376.

Customer most preferable brand.

Table 1.15

Brands

Britannia

Parle

Sunfeast

Cremica

Bonn

Anmol

Priya

Gold

Preference

131

147

57

7

11

13

17

Diagram 2.15

Customer Most Preferable Brans

Anmol Prieya Gold

Cremica Bonn 5% 2% 3% 3% Sunfeast Britannia 15% 34% Parle 38%
Cremica
Bonn
5%
2%
3%
3%
Sunfeast
Britannia
15%
34%
Parle
38%

Interpretation: From the above diagram out of 376 responded 131 go for Britannia and 147 for Parle brand. So this two brand are likely most preferable to the customer.

Table 1.16

Product Size

Small

Medium

Large

Choice

291

68

17

33

33
33

Diagram 2.16

Product Choice

5% 18% 77%
5%
18%
77%

SmallProduct Choice 5% 18% 77% Medium Large

MediumProduct Choice 5% 18% 77% Small Large

LargeProduct Choice 5% 18% 77% Small Medium

Interpretation: 77% customer said the mostly choose small packets size of Coconut Biscuits. Rest of the customer goes for medium and large size.

Table 1.17

Medium

TV Ad

Radio

Digital Ad

Outdoor Ad

Magazine

Newspaper

 

129

22

8

73

27

117

Diagram 2.17

0 TV Ad Radio Degital Ad Outdoor Ad Magazine News Paper
0
TV Ad
Radio
Degital Ad
Outdoor Ad
Magazine
News Paper

150

100

50

34

34
34

Interpretation: Most of the customer the come to know the brand from TV then newspaper and Outdoor Ad.

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11. FINDINGS

From my eight week study I found many good business practices in biscuit or

bakery industry. In Ludhiana Anmol has a good name. But some of reason of

Anmol loose it’s population. Whether other band are enjoying the market.

The Anmol Crunchy Bite’s packaging is not so updated where Parle knows for their packaging. For that Anmol customer are primarily not attracting towards the brand.

Packaging should be airtight for that product doesn’t break in to the packet.

Anmol Crunchy Bite test is not that much good in compare of Brianna Coconut and Parle Coconut. Because of that Anmol hardly ignore by the customer.

The retailers are not happy with Anmol distributer because of less commission and profit.

Retailer keep less stock of that brand because of less commission, for that Anmol market has not make such growth like others brands.

In Ludhiana Anmol Brands are facing a problem of proper distribution. Local distributors are not properly distributing the product.

RECOMMENDATIONS

Make your packaging better as qualitatively and colorful that customer make

attract toward product

Today Parle brand is popular among customer because their price off and

promotional offer (12 gm free on 100 gm packet Etc ) so Anmol brands

should adopt this strategy to become strong brand.

Anmol should go for promotion campaign. Like Bonn give poster on road,

put Ad on traffic board, railway station Etc. where most of the people get to

gather.

Give small amount of commission to the retailer, because that particular

industry is just a push market. Retail has a power to push a product easily.

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12. CONCLUSION

After analyzing the long survey work that I have done it is clear that the condition of Anmol in Ludhiana is not good enough. The problems are no awareness and as a result no demand. To fight head & head with the competitors Anmol should be stronger in their distribution channel, promotional activities, etc. At present time a lots of company like Parle are inviting little children to make their products more popular among them. So, Anmol should take same kind of activities to make their product more demandable.

13. LIMITATIONS OF RESEARCH

Every research is conducted under some boundations and this research is not an

exception. Limitations of this project are-

The sample size of 376 retailers is too small to project the opinion of

consumer regarding a particular brand and also degree of success of a

particular brand.

Ludhiana was a very new place at me. Because of that it took some time to

understand the socio culture.

Ludhiana is very active on their own local Punjibian language, I was from

West Bengal so that a language problem was there.

Market was in a distance. I work to reach there.

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ANNEXTURES

Biography

Developing Business Strategy (Devid A Akar)

Strategy and Management (McGraw Hill Publication)

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QUESTIONNAIRE

Please answer all the questions for a fair result and evaluation. All the information provided by you will be used for academic purpose and kept confidential.

Tittle: Market performance study of Anmol Crunchy Bite brand and suggest marketing strategies based on 4Ps.

Retailer Name:

Firm Name:

Address:

Contact No:

Retail Study:

1 Which are the coconut biscuit brands that you keep in in stock & what is its per month offtake & stock level?

Brands Availability SKUs Monthly Stock Level Retail Margin Consume % Britannia Parle Sunfeast Cremica Bonn
Brands
Availability
SKUs
Monthly
Stock Level
Retail Margin
Consume
%
Britannia
Parle
Sunfeast
Cremica
Bonn
Periya Gold

2 Please put (tick) on a scale of 1-5, (where as 5 is best, and 1 is worse)

 

Britannia

Parle

Sunfeast

Cremica

Bonn

Periya Gold

Brand Image

           

Packaging

           

Product

           

Repeat Purchase

           

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3 Give rating between 1 to 5 according to each brand for their promotional activities

 

Britannia

Parle

Sunfeast

Cremica

Bonn

Periya Gold

TV ad

           

Radio Ad

           

POP Material

           

BTL Promotion

           

Thank You Sir/Mam

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QUESTIONNAIRE

Please answer all the questions for a fair result and evaluation. All the information provided by you will be used for academic purpose and kept confidential.

Tittle: Market performance study of Anmol Crunchy Bite brand and suggest marketing strategies based on 4Ps.

Consumer Study:

1 Which of the coconut biscuit brand you eat recently?

a) Britannia

f) Priya Gold

b) Parle

2 Which package size do you go for?

c)Sunfeast

d)Cremica

e) Bonn

a)

Small

b) Medium

c) Large

3 When time you prefer most to enjoy with it?

 

a)

Morning tea

b) Evening tea

c) Breakfast

d) Any other time….

4 How is the quality of your coconut biscuit brand vis-à-vis other competitive brands?

a)

Excellent

b) Very good

c) Good

d) Average

e) Poor

 

Excellent

Very good

Good

Average

Poor

Taste

         

Flavour

         

Crispiness

         

Fibre Content

         

Packaging

         

Overall

         

5 How you have come to know about your coconut biscuit brand?

a) TV Ad

e) Magazine

b) Radio Ad

f) Newspaper

6. From where you like to purchase?

a) Modern Store

b) Grocer

d) Other (Please Specify)

c) Digital Ad

d) Outdoor

g) Other (Please specify)

c) Local Retail store

Thank you

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