PROJECT ON RETAIL AUDIT OF BISKFARM BISCUITS

Location: Bhubaneswar

PREPARED BY: NISHANT KUMAR(12DM046) AVINASH KUMAR GOPE(12DM067)

Acknowledgments
I would profusely like to thank my faculty and mentors at IMIS Bhubaneswar especially Prof. (Dr.) Subhamay Panda, for their immense help and support throughout the making of this project. I would also like to thank my friends for their encouragement and help, without which the project wouldve been incomplete.

EXECUTIVE SUMMARY
After going thick on the things, now time is to make a complete picture. While making a product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest sources of motivation after profit margin. Retailing demands a constant push from the company. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers cant help quality and price. It is only up to manufacturers to deliver what consumer wants. I need to stress on it because 58% retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. There is a greater need to understand the retailer 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 retailers. 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.

CONTENTS
1. 2. 3. 5. 6. 8. 9. 10. 11. Executive Summary Introduction Research Methodology Market & Marketing Strategy Product Line Data Analysis and Findings Conclusion Suggestions Bibliography 7 8-11 12-16 25-30 31-45 53-58 59 60 61

INTRODUCTION

Since its inception in the year 2000, Bisk Farm has been recognized for its delectable biscuits, cookies, cakes and rusks. The brand is owned and marketed by SAJ Food Products (P) Ltd, a part of the Aparna Group of Companies. Bisk Farm has carved a niche for itself in the market in a fairly short span of time. It is ranked amongst the top 3 bakery brands in the markets where it competes. Bisk Farm is presently available throughout Eastern and North Eastern India, and parts of South, Central and North India. The company eventually aims to market its delicacies across the country. Innovation has always been one of Bisk Farms secret ingredients to success. With its assortment of goodies, ranging from cookies to cakes to a variety of rusks, it caters to almost every palate. In addition, as part of its drive to establish a presence across India, Bisk Farm has invested in state-of the art manufacturing facilities in Eastern and south India. Bisk Farm just Baked is another ambitious part of the brands endeavor to share its goodness directly with the consumer. It showcase the brands array of freshly baked Savories, Danishes, Special Cakes, Pastries, Breads and other Confectionary items, along with a great ambience.

RESEARCH METHODOLOGY Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods Research design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance.

Types of research are: Descriptive Research The type of research adopted for study is descriptive. Descriptive studies are undertaken in many circumstances when the researches is interested to know the characteristic of certain group such as age, sex, education level, occupation or income. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner, making projections of a certain thing, or determining the relationship between two or more variables. The objective of such study is to answer the who, what, when, where and how of the subject under investigation. There is a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of scientific skill on part of the researcher. Descriptive studies are well structured. An exploratory study needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. It is therefore necessary, the researcher give sufficient thought to framing research. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned with a sample of elements from a

given population. Thus, it may deal with household, dealers, retail stores, or other entities. Data on a number of characteristics from sample elements are collected and analyzed. Cross sectional studies are of two types: Field study and Survey. Although the distinction between them is not clear- cut, there are some practical differences, which need different techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. Such studies are done in live situations like communities, schools, factories, and organizations. Another type of cross sectional study is survey result, which has been taken by me. A major strength of survey research is its wide scope. Detail information can be obtained from a sample of large population .Besides; it is economical as more information can be collected per unit of cost. In addition, it is obvious that a sample survey needs less time than a census inquiry. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose. Descriptive research is description of the state of affairs, as it exists at present. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. The methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods. The reason for using such needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then.

Data collection methods: Data can be obtained from primary or secondary sources. Primary data refer to information obtained by the researcher on the variables of interest for specific purpose of the study. Secondary data refer to information gathered from sources already existing, while discussing literature survey. Some of the examples of secondary data are company records or archives, government publications, industry analysis offered by the media, websites, the Internet, and so on. In some cases, the environment or particular settings and events may themselves be sources of data, as for example, studying the layout of a plant. Considering the research problem and research methods defined, only secondary data was collected in this research. Secondary Data Secondary data are indispensible for most organizational research. Secondary data refer to information gathered by someone other than the researcher conducting the current study. Such data can be internal or external to the organization and accessed through the internet or perusal of recorded or published information. Secondary data can be used, among other things, for forecasting sales by constructing models based on past sales figures, and through extrapolation. There are several sources of secondary data, including books and priodicals, Govt. publications of economic indicators, census data, statistical abstracts, and data bases the media, annual reports of companies, etc. Case studies and other archival records sources of secondary

data provide a lot of information for research and problem solving. sSuch data are, as we have seen, mostly qualitative in nature. Also included in secondary sources are schedules maintained for or by key personnel in organizations, the desk calendar or executive, and speeches delivered by them. Much of such internal data, though, could be proprietary and not accessible to all. The advantage of seeking secondary data sources is savings in time and costs of acquiring information. However secondary data as the sole source of information as the drawback of becoming obsolete, and not meeting the specific needs of a particular situation or setting. Hence, it is important to refer to sources that offer current and up to date information. Secondary data in this research was collected through various forms, companys profile, websites and various literature studies.

SWOT Analysis of BISKFARM

Strength Fulfill one of our Basic Requirement among Air , Water , Food, Shelter Widely accepted in all Generations Easily available in various forms Provide good Instant Remedy for hunger in the form of readymade food Preserves the non seasonal food and makes it available all throughout the year Weakness Decreases nutritional value Increases the cost of food product Industry and technology requires high investment Regular usage of processed food can cause alteration in health

Opportunities Increase economy of India Generate employment opportunity Good quality of Goods Provide competition to Domestic companies Improve living standard Provide goods to nation at cheaper rate Inflow of Domestic reserve and funds for the govt.(taxes)

Threats Many companies are result oriented Increase in pollution Sometimes provide poor quality of product for more profit

Lack of technology Unable to utilize all the resources efficiently

CONCLUSION

After going thick on the thing, now time is to make a complete picture. While making a product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross Margin Return on Investment) and they promote the brands which provide them highest. They expect return in the form of profit margin, company schemes, window display and references of the shop. Among these, company schemes make the differences and are the highest source of motivation after profit margin. Retailing demands a constant push from the company. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can't help quality and price. It is only up to dealers said it is demand they sell Britannia 42% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. There is a greater need to understand the retailer behavior considering them as a team working for the company may help them to be attached to the company. There should be feeling of belonging to the company in inner of the retailers. Setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior.

RECOMENDATION

Decrease

BIBLIOGRAPHY
The data presented to you in this project has been compiled from the following books and websites:

Books 1. Marketing management 2. 3. 4.

arketing anal i , planning, implementation, and control by Philip

Kotler - Business & Economics - 1988 anagement by Philip Kotler, Kevin Keller - Business & Economics - 2008 a tep- - tep guide for eginner by Ranjit Kumar - Social

e earch methodolog Science - 2005

e earch methodolog by Douglas K. Detterman - Psychology - 1985

WEBS
NAME OF SITE WWW.BISKFARM.COM WWW.WIKIPEDIA.ORG WWW.GOOGLE.COM WWW.Scribd.COM WWW.BUSSINESSTODAY.INTODAY.IN

Figures
1. Bar Chart of Answers to Question 1...................................8 2. Pie Chart of Socio-economic Status of the Respondents.....9

List of Tables
3. Survey Findings by Gender and Age Group........................10

1. Introduction Background This report has been written because .... It was requested by ... It was requested on (date). Objectives The objectives of this report are to .... Scope This report examines .... . It does not examine ..... because ...... .

2. Literature Review The area of investigation has been commented on by Channel (1994), Hoey (1993), Halliday (1993) and Lesser (1979), who are in agreement that... However, they have different opinions on .... Due to the differences highlighted above, it was decided to investigate ....

3. Methodology (also called the 'Method' or 'Procedure') ___ respondents, chosen by the method of _____ were surveyed from (start date) to (end date). Of these, ______ were invited for interview on (date). The statistics were analysed using a _______ test because ......... The significance of the results was __________

4. Findings 4.1. Introduction In general, the findings indicated that... The major finding of the investigation was that... In addition, .... Surprisingly, ........ , which was an unexpected consequence of .....

5. Conclusions The main conclusion that can be drawn is therefore that...

In the light of this, it is recommended that... (+ a general recommendation; e.g. that something needs to be changed. The detailed recommendations should go in the Recommendations section below.)

6. Recommendations In the light of these conclusions, I recommend that _____ should be ____ In addition, a _______ could ______

Appendices Appendix 1: Sample Survey Form

Appendix 2: Results of Statistical Analysis by ______

Bibliography