!" $%&'( )")*+,-, ./ '(% %0%12-"2 0)13%', -" !

"$-) 4-'( 1%,&%5'

'. '(% 6"-'%$ 7-,56-',

Project Report submitted to Symbiosis Institute of Business Management,
Bengaluru in partial fulfilment of the course Summer Internship Programme for
the award of the degree of
Master of Business Administration

Submitted By

Students Name:
PRN:

Under the guidance of
(Name & Designation of Faculty guide)




SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT,
BENGALURU
95/1 & 95/2, Electronic City Phase-1, Hosur Road, Bengaluru
560100








Certificate

This is to certify that Mr/Ms.________ of MBA (2013-15 Batch) of
Symbiosis Institute of Business Management, Bengaluru has done the
project entitled __________ under my guidance.


Signature of the faculty guide
Name:
Designation:
Date:



























DECLARATION

I hereby declare that the project work submitted by me entitled Project Title
done during my Summer Internship Program (SIP) is submitted as a partial fulfillment
of the requirement of MBA program at Symbiosis Institute of Business
Management, Bengaluru.


























Project Details:
Project Title:___ In depth analysis of the emerging markets in India with respect to
the united biscuits
Company: _UNITED BISCUITS
Company guide name : ______________________________________________
Faculty guide :__________________________________________

Place: Name
Date: PRN
























898:;<!=8 >;??@AB

0niteu Biscuit, a 0K baseu piivate limiteu company, has enteieu the Rs.1u,uuu
cioies woith Inuian Biscuit Naiket in 2uu9. While they iank no. 2 in the woilu
biscuit maiket, they aie tiying to uevelop a fiim holu in Inuia thiough theii
flagship bianu Ncvitie's - best known foi its uigestive biscuits.

0B has set up its heau office in Belhi with iegional offices in Numbai, Chanuigaih
anu Bangaloie in the South. It not only maikets its biscuits but unlike biggies like
Biitannia, Paile & ITC piouuces them in theii own factoiy at Kalamb (BP) too.

Since its entiy in 2uu9, 0B has captuieu a laige shaie of the uigestive biscuit
maiket giving a tough fight to its closest competitoi Biitannia Nutiichoice. While
0B's coie focus is on its uigestive biscuits & piemium cookies (Bobnobs & Fiuit
Bake), it also has a iange of othei biscuits - Naiie, cieam, buttei & cashew
cookies etc that enables 0B to compete neck & neck with the otheis in the
maiket.

In the FNCu space, stock (biscuits in this case) is solu thiough S key maikets:

1. uT - ueneial Tiaue (Eg. Kiianawalas)
2. NT - Nouein Tiaue (Eg. Big Bazaai, B-Nait)
S. Institutional - Coipoiate Emeiging Channels (Eg. B0RECA, CSB, CPC,
Coipoiate Phaimaceutical uifting, Railway, E-commeice etc)
0B's Numbai piesence in uT & NT has been significantly built in the last few
yeais. Bowevei, it has just begun actively exploiing the Institutional Emeiging
Channels maiket since the last few months.



INDUSTRY PROFILE: BISCUIT INDUSTRY
India Biscuits Industry is the largest among all the food industries. India is known to
be the second largest manufacturer of biscuits, the first being USA. It is classified
under two sectors: organized and unorganized. The size of the biscuit industry is
estimated to be about 1.95 million tonnes valued at Rs. 68.6 billion of which
organized sector produces about 57% of branded biscuits in volume terms and 64% in
value terms. It has a turnover of around Rs.3000 crores.
In biscuit category we have three very large players Parle, Britannia and Sunfeast.
Besides, there are about 50 medium players and about 2500 small scale units. In the
unorganized sectors we have over 30000 small, very small and tiny units spread all
over the country. Our bakery industry thus is quite big in that sense. Biscuit industry
was also reserved for small scale earlier. It was de-reserved in 1997-98. Since then the
industry is growing at a rate of over 10 per cent. Post de-reservation many local and
regional players have started producing for Parle or Britannia as franchised units.
Glucose and Marie are two varieties of biscuits which represent the largest segments.
India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society called for
ready made food products at a tenable cost. Biscuits were assumed as sick-man's diet
in earlier days. Now, it has become one of the most loved fast food product for every
age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at
cost. States that have the larger intake of biscuits are Maharashtra, West Bengal,
Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the
most industrially developed states, hold the maximum amount of consumption of
biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the
bakery products.
The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with
a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent
of the entire bakery production. Few years back, large scale bakery manufacturers like
Cadbury, Nestle, and Brooke bond tried to trade in the biscuit industry but couldn't hit
the market because of the local companies that produced only biscuits.
The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright
future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent
per annum in the next 10 years will be achieved by the biscuit industry of India.
Besides, the export of biscuits will also surpass the target and hit the global market
successfully.
Biscuit consumption per capita in India has grown to 2.1kg per capita in comparison
to 10kg per capita consumption in USA , UK .While the growth rate has been
stagnating during last 4 years, it has picked up momentum during the 2007-08 and the
first quarter of 2008-09 mainly on account of exemption from Central Excise Duty on
biscuits with MRP up to INR 100 per kg, as per Union Budget for 2007-08.
Segments:

The organized and unorganized sector of the biscuit industry is in the proportion
of 70%:30% ratio.

! EXPORTS of Biscuit was 14% of the annual production during the year 2010-
11 which declined to around 12.5% in 2011-12.

! IMPORTS of biscuits into India (mainly high end products) has not shown any
significant growth during the last five years and has not affected production/sales by
the Indian Biscuit industry.

Annual growth in biscuit market

While the growth rate has been stagnating during last 4 years, it picked up momentum
during the 2008-09 mainly on account of exemption from Central Excise Duty on
biscuits with MRP up to Rs.100/per kg, as per Union Budget for 2007-08. However
growth further declined from 2009-10 to 2011-12 and the first half of 2012-13.





Annual Production:

The organized biscuit manufacturing industrys annual production figures are given
below:


Pattern of Biscuit Consumption (On Zonal basis) in the country are
as below:

Northern Zone - 25%
Western Zone - 23%
Southern Zone - 24%
East and North
East Zone - 28%
(Including N. East)
u
2
4
6
8
1u
12
14
16
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER OR PRODUCT
COMPARISION

IMPORTANT BRANDS PITCHED AGAINST EACH OTHER OR PRODUCT
COMPARISION

Major Market Share Holders Organized Sector


C DE ?@AF8< >G@A8 HA@IJ K!>8 L=DM;?8N
PARLE
BRITANNIE
PRIYA u0LB
ITC



Market Share - Sector wise
ORGANISED
SECTOR
UNORGANISED
SECTOR
70% 30%


Market share - Region wise:
Market share of the industry in India as per region














Marie and Glucose 50%
sweet, crackers , cream
,milk
50%
?)13%' ,()1% &%"%'1)'-."OP.&*"Q K-,%


;AH@I A;A@M
8S%-7S% 6S%-SS%

RDI8 C
:DI<A!H;<!DI
N0RTB Z0NE 2S%
WEST Z0NE 2S%
EAST Z0NE 28%
S00TB Z0NE 24%

?)13%' >()1% S &1.$65' 4-,%



Company analysis
;"-'%$ H-,56-', S <(% G%1-')2%

0niteu Biscuits (0B) is a 0.K baseu piivate limiteu company
0B is the seconu laigest biscuit manufactuiei in the woilu
The total 0K Biscuits maiket is woith 2bn. The 0B biscuits poitfolio is
iesponsible foi moie than SS% of total biscuit sales anu incluues top
peifoiming bianus like the Ncvitie's iange anu Ncvitie's }affa Cakes.
It is the leauei in the 0K biscuit maiket anu holu the No. 2 position in
snacks
Ncvitie's biscuits have been enjoyeu the woilu ovei since 18Su
The 1
st
evei oiiginal uigestive was bakeu in 1892
0niteu Biscuits Inteinational (0BI) ieaches 1uS countiies woiluwiue.

?5=-'-%T, J-2%,'-U% S ;F

Foi ovei a 1uu yeais the Ncvitie's Bigestive has iemaineu a fiim favouiite-the
highest selling bianu in the eveiyuay biscuit segment. 0vei 71 million packets of
Ncvitie's Chocolate Bigestives aie eaten eveiy yeai. Range incluues:

1. Ncvitie's Bigestive
2. Ncvitie's Baik Chocolate Bigestive
S. Ncvitie's Nilk Chocolate Bigestive
4. Ncvitie's Caiamel Bigestive

;"-'%$ H-,56-', !"$-)

In 2uu9, 0niteu Biscuits enteieu the Inuian maiket with its flagship bianu
Ncvitie's
0B set up its veiy own manufactuiing facility at KalaAmb, Bimachal
Piauesh.
0ne of the few biscuit companies to stait ventuies fiom its own factoiy.
Nost othei biscuit bianus in Inuia have S
iu
paity manufactuiing.
The 0SP of Ncvitie's is its use of wholesome ingieuients
In one yeai, the factoiy acquiieu high class technological capabilities -
which ensuies best in class quality - BACCP ceitifieu



?5=-'-%T, !"$-) A)"2% -"5*6$%,V



The above aie available in multiple SK0s:

SKU Gms MRP
Digestive 75 Gms 75 12
Digestive 100 Gms (Rs 18) 100 18
Digestive 150 Gms (Rs 25) 150 25
Digestive 250 Gms 250 45
Digestive 500 Gms (Celebrity Pack) 500 90
Hobnob 120 Gms 360 30
Fruit Bakes 100 Gms 100 50
Chocolate Cream 63 Gms 63 10
Orange Cream 58 Gms 58 10
Bourbon 100 Gms 100 22
Cashew 60 Gms 60 10
Cashew 150 Gms (Family) 150 30
Butter 60 Gms 60 10
Butter 150 Gms (Family) 150 25
Marie 100 Gms 100 10
Marie 300 Gms (Rs 28) 300 28


Some facts about the company

! mcvities aie enjoyeu all ovei the woilu snice 18Su
! The fiist evei uigestive biscuits in the woilu 18SS
! Bakeu with the peifection, mcvities biscuits aie maue with the finest anu
whole some ingiegent.
! They have theie piesence ovei 1uu countiies.
! 0B in inuia has staiteu in the yeai 2u1u.








Najoi bianus

Piouuct 0sp


! uoouness of whole anu
wheat
! The oiiginal high fibei
uigestive
! N0 tians fats
! No aitifical colouis anu
flavouis


! 0ats foi healthy heait
! Whole weat foi uigestive
health
! uoouness of natuial honey
! Zeio cholestiol
! No tians facts


! Loaueu with exoit
meuuitaiiain sweeta
! The goouness of oats
! Naue with whole wheat



! Simply butteilicious !
! Beclious cookies maue
with ieal buttei
! Nelts in mouth
! Rich in calcium
! No tains fats



! Cashew in eciy bite
! Beclious cookie maue with
exotic cashews
! uoouness of natuial piotiens
! No tans fats



! Bouble choclaty mazza
! No auueu piesevaties
! No aiitifical coluis
! No cholestiol


Intiouuction to the pioject
Title of the Pioject:
In uepth analysis of the emeiging maikets in Inuia with iespect to the
uniteu biscuits.

<(% ?-,,-." >')'%0%"'
The focus of this pioject is to exploie the scope foi Ncvitie's in Institution
Emeiging Channels maiket with iespect to:
Cential Stoies Bepaitment (CSB)
Cential Police Canteens (CPC)
Railways
>(.1' '%10 .7W%5'-U%V
To biiefly unueistanu how the Institution as a channel functions foi 0B in
Byueiabau within one month
To builu contacts that can help geneiate leaus foi sales in hyueiabau
uuiing the two months
To obseive the vaiieu customei & consumei behaviouis with iespect to
Institutional consumption
M."2 <%10 D7W%5'-U%,V
To builu the bianu Ncvitie's thiough inuustiy inteiaction
To suggest piomotional activities & go-to-maiket tactics that can inuuce
tiial of Ncvitie's biscuits with iespect to Institutional consumption
Chapter 2
LITERATURE REVIEW
1) United Biscuits makes India entry
Ratna Bhushan & Chaitali Chakravarty, ET Bureau Apr 13, 2009, 01.47am IST
NEW DELHI: UK'S United Biscuits, the world's third-largest biscuit company, is
exploring manufacturing and marketing opportunities to tap the Rs 6,000-crore-plus
organized biscuits market in India.
The biscuits and snacks maker with estimated revenues of 1.1 billion ($1.6 billion),
which owns brands such as McVitie's, Jacobs, Skips and Hula Hoops, is in
exploratory talks with many biscuit companies, including Parle Products, owned by
Sharad and Arup Chauhan, said a person familiar with the development.

2) Profits up for the united biscuits ahead of the snacks sale
Profits improved by almost 5% at united biscuits in the past year, despite the cost of
raw materials continuing to climb. Sales were up 5.5% for the year of 1.2 billion.
Meanwhile profits grew by4.7% to 156.6m.

3) A royally good reason to celebrate with McVities
Date: 17-05-2013 ( media releases )


United Biscuits (UBUK), is giving retailers good reason to celebrate in 2013 with the
launch of its McVities limited edition Celebration Tin. As Britain gets set for yet
another historic year of Royal occasions, the limited edition tin will make the perfect
treat to share with family and friends during the celebrations and boost summer sales
for retailers.
The McVities Celebration Biscuit Selection includes a delicious assortment of plain,
chocolate, creams and jam McVities biscuits, so there is something for everyone to
enjoy. With a striking Union flag design, the eye-catching tin has great stand out on
shelf and provides the perfect keepsake to remember the royal occasions for
2013. The 475g tin will be available from late May with a MRRP of 5.

4) Rebecca Salt appointed to lead UB Global
Communication (corporate release)
Date: 30-04-2014

United Biscuits (UB), a global manufacturer of snacks, biscuits and cakes, is pleased
to announce the appointment of Rebecca Salt to the newly created role of Chief
Communications Adviser.
Reporting to United Biscuits CEO Martin Glenn, the role includes responsibility for
the Groups global external and internal communications activities.
We are absolutely delighted that Rebecca has joined our executive leadership team
at this critical point in our growth plans for the business, commented Martin Glenn,
CEO United Biscuits. Communications will play a core role in supporting the
business as we reinvigorate the biscuit market both at home and abroad.
She has an excellent track record of transforming and leading communications
functions for large international businesses, and brings a wealth of experience across
stakeholder engagement, corporate reputation and issues management.
Prior to joining United Biscuits Rebecca Salt was Group Communications Director at
FTSE 250 construction firm Balfour Beatty.

5) United Biscuits returns to classic recipe for McVitie' s
Digestives
Date: 23-12-2013

United Biscuits has announced that, following consumer feedback, it is returning to
the classic recipe for its production of McVitie's Digestives, from February 2014.
The McVitie's Digestive biscuit recipe was changed in two stages in 2009 and 2010,
removing sustainable palm oil and replacing it with the reduced saturated fat
sunflower oil. However, some consumers have fed back that they missed the taste,
texture and dunkability of the classic recipe.
United Biscuits' decision to revert back to classic recipe is driven by the desire to
deliver the best possible taste experience for consumers. The company continues to
offer consumer choice, however, as those seeking a lower saturated alternative have
the option of buying McVitie's Digestive Light, which has the same saturated fat
content as (and 30% less total fat than) the current McVitie's Digestives recipe.
McVitie's Chocolate Digestives are unaffected, as this recipe has not change

RESEARCH METHOLODGY
In order to gain insight into the market & its practices, both primary & secondary
research methodologies were used. Secondary research was essentially used to
understand the landscape of the Indian Biscuit Market while majority of the
observations & learning were derived from primary research.

Primary Research Methodologies
a) Observation
b) Personal Interviews with the stock keepers, managers ,
c) Personal Market Visits.

Areas of Primary Research
a) Railway stations south indian central railway (secundrabad ) kachiguda,
narayanguda , necklace road
b) Corporate/ Pharma Gifting Welcome Gifting ( Goregaon), creating cold calls
with the Dr reddys lab
c) CPC
d) CSD - 83 cdc canteens
e) UB Stockist points
f) UB Depot
g) Cross promotional activities with the suitaiable companies .

Area of Observations & Learnings
a) Purchase behaviour in different areas Railway, CPC, CSD etc
b) Varied scheme Trade & Consumer promotions & response to them
c) Primary discussion during cold calls
d) Understanding negotiations
e) Procedures of purchase
f) UBs dispatch & delivery at stockist points
g) Collection in institutions
h) UBs C&F working
i) Challenges in EC Railways, CPC, CSD,
j) Identifying & generating contacts that can be used to drive institutional sales

Secondary Research sources
a) Orientation A formal orientation conducted by UB gave a brief idea about
the landscape & UBs hold of the biscuit market.
b) Articles in Newspapers
c) Online articles
d) Official Websites
e) Industry Reports

Limitations of the study













Chapter 3
ACTUAL STUDY

FNCu sales take place in S paits:
a) Piimaiy (when stockist places oiuei to 0B) - Banuleu by Sales team
b) Seconuaiy (when uTNT Institutional outlets place oiuei to stockist) -
Banuleu by Sales Team & stockist
c) Teitiaiy 0ff-take (when the enu consumei buys the biscuits fiom uTNT
etc) - Banules by Sales & Naiketing Team



Key Chaiacteiistics:
In Institutional Emeiging Channels, stock is puichaseu by institutions
eithei foi fuithei sale (teitiaiy) oi foi uiiect consumption. Piimaiy sale is
usually = Seconuaiy Sale i.e. the oiueis we get foi the stockist ieflect the
level of P0s the stockist will place with us.
Chaiacteiiseu by laige volumes of puichase as compaieu to uT &
sometime even NT. The time foi conveiting a leau is typically longei.
Bowevei, once a ielationship is built, iepeat sales become a lot easiei.
Bence, less manpowei iequiieu
In tuin, less cost of making the sale
Piimaiy
Sales
Seconuaiy
Sales
Teitiaiy Sales
The collection peiiou is typically longei - one month, bill-to-bill system
etc
Bence, neeu foi a stockist who keep his funus investeu & takes onus of
collection
Finuing the uecision makei takes time, expeiience & contacts
0nce contact is maue, Su% uepenus on quality, bianu awaieness,
consumei iesponse & Su% on maigins

:%"'1)* >'.1%, J%&)1'0%"' L:>JN

Introduction

The Canteen Stores Department, abbreiviated to CSD, is a solely own Govt of India
Enterprises under Indian Ministry of Defence. Its Head office is located at Adelphi
119 MK Road Mumbai-400020 and has its Depot Sub-Depots in all major military
bases operated by the Indian Armed Forces. CSD sells a wide variety of products like
household provisions, kitchen appliances, alcoholic drinks, cars, sports equipment.
Though originally meant exclusively for active and retired members of the Armed
Forces personnel (defined as Troops) it is slowly and steadily being expanded to
include GREF, NCC Units at Group HQ level, TA units, CDA's staff, Indian
Ordnance Factories, Embarkation HQs, Civilians paid from Defence estimates as well
as civilians paid out of civil estimates and Paramilitary forces under
operational/administrative control of the Army civilian govt employees. Generally,
these goods are procured by CSD in bulk, and sold at concessional rates, compared
with retail prices. A huge profit is earned by the Canteen Stores Department.

D7,%1U)'-.",
Coveis aimy, aiifoice, navy & NCC (all unuei Ninistiy of Befence)
CSB oiiginally staiteu to pioviue subsiuizeu supply to families Inuian
Befense seivices
0peiations fiom secunuiabau
Apply - Inspect - Registei system to supply to CSB
CSB sales exempt fiom excise
Each SK0 is iegisteieu at a paiticulai iate aftei negotiations
o Eg. NRP 1uu & uiscount SS% - iegisteieu at Rs. 6S
o This is ieneweu once a yeai
o If NRP incieases in the meantime, no change in iegisteieu piice
Theie aie seveial 0nit Run Canteens unuei a Bepot
The uepot gives the P0
1uu% Fill iate manuatoiy
veiy laige volumes of sales
0RCs uo not give oiueis, they place uemanu foi stock at uepots
0iueiing & Beliveiy in S methou:
o Base uepot - base 0iueiing, base Supply
o Base 0iueiing, Local Supply
o Local 0iueiing, local Supply
If the uemanu of 0RCs not met uue 'stock out' it iesults in 'uenial' to 0RCs
Theie aie auvantages & uisauvantages of uenial
o Auvantage - iesults in incieaseu piimaiy sales at uepot level
o Bisauvantage - in 0RC is not expecting the uenial, they iely only of
youi supply. Theiefoie, uue to the uenial they have no stock to sell.
This tuins them off.
:()**%"2%,V
Nust inuuce tiial of Ncvitie's
ueneiate uemanus at 0RC level
Push foi uemanus such that a small size of uenial occuis to ensuie
inciease in piimaiy sale at uepot
Bowevei, must ensuie that the uenials uo not iesult in loweiing of 0RC
confiuence oi uamaging ielationship
Theiefoie, astute communication is key
0fficials iank sensitive uuiing inteiaction

:."'1-76'-.",V
visit to CSB canteens
Peisonal Inteiaction with 0RC peisonnel to unueistanu consumption
Intiouuceu new sku's to the company

C0NTRIB0TI0NS: -



CENTRAL P0LICE CANTEENS

As a measure of welfare for the serving and retired CAPFs (BSF, CRPF, CISF,
ITBP, SSB and Assam Rifles) personnel, the Ministry of Home Affairs has set up
the Central Police Canteen System that came into existence on 26th Sept 2006. As of
now we have 126 Master Canteen which act as Distribution Centre and 1042
Subsidiary Canteen which sells products to our troops and families. Like other
products CPC has also registered two wheeler and four wheeler firms to provide
vehicles to own troops at cheaper rates. Later on, Central Police Canteen facilities
has also been extended to verious departments under MHA personnel and other
central security agencies personnel wiz RPF, I.B, SPG, NCRB,NIA and all State
Police Organizations.

:()1)5'%1-,'-5,V
Coveis - BSF,SSB,CISF,CRPF, RAF, IB, ITBP
144 Nastei Canteens in Inuia
0nuei each Nastei Canteen theie aie 0nit Run Canteens (0RCs)
Rate contiact excluues vAT (as vAT is state specific)
0nlike CSB, 1uu% fill iate not manuatoiy
Local oiueiing & local supply

D7,%1U)'-.", X :()**%"2%,V
veiy similai to a NT outlet a stanu-alone like Apna Bazaai
Busiest uays - Satuiuay & Sunuay
0nlike NT, no piomotei piesence
Lots of potential foi visibility
CPC peculiai customeis
Customeis associate Ncvitie's only with Bigestive Biscuits
0ui bianu seen as moie piemium & hence fewei tiials

:."'1-76'-.",V
visit to CPC canteens
Peisonal Inteiaction with 0RC peisonnel to unueistanu consumption
Pusheu foi bettei facing thiough visits




RAILWAYS secunderabad
INTRODUCTION
Secunderabad Division is the most important Division of South Central Railway and
ranks amongst the top five divisions of Indian Railways. The present day
Secunderabad Division takes its roots from erstwhile Nizam State Railway, which
was established in 1869. The Wadi-Secunderabad line was built with Nizam's
finance became part of Nizam Guaranteed State Railway. It was extended up to
Warangal in 1886.
It carried 64 million tonnes of freight and 123 millions of passengers during the year
2011-12. In other words it contributes over 64% of originating loading and over 35%
of passenger traffic of South Central Railway. Gross earnings of the Division during
the Year 2011-12 stood at Rs. 3958 Cr. A dedicated work force of 22,178 employees
and a jurisdictional spread of 1311 route Kilo meters extending into the three states
of Andhra Pradesh, Karnataka and Maharashtra & earnings Rs 3958 Cr speak for
themselves about the eminent position of Secunderabad Division not only on South
Central Railway but also on the Indian Railways.
During the current financial year (2012-13) till June'2012 end this Division carried
32.14 millions of passengers, 17.48 MT of freight & gross earnings stood at Rs.
1264.02 Cr.
F%+ E8@<;A8>
Yeaily stall contiacts given on the basis of tenueis
Najoi Playeis
o Biitannia
o Paile
o ITC
Naigins:
o Bistiibutoi - S%
o Canteen Stall - 2S%
Two types of Stalls

o Noveable Tiolleys foi long-uistance tiains - alloweu to move
between specific platfoims
o Immoveable stall at local stations & at CST
Biscuit Stock woith
o Noveable (Tiolleys) - Rs. 1uuu- appiox
o Immoveable - Between Rs 2uuu - 6,uuu-

D7,%1U)'-.",V
Tenuing change is a big pioblem
Limitation of time & Availability of change
venuois piefei selling SK0s of Rs. 1u & Rs. 2u
Reluctance to sell ouuly piiceu SK0s
Wiue iange of biscuits available - fiom Paile u to Chocolate Fantasy
Biscuits typically uisplayeu outsiue
Consumeis look at the uisplay befoie making theii pick
Type of biscuits consumeu impacteu by seasons (Noie savouiy biscuits in
the monsoon)
Savvy consumeis
o Check expiiy uate - Refuse to buy even soon to be expiieu biscuits
o Check NRP - Refuse to pay anything moie than NRP
Nost piefeiieu by:
o SEC A & SEC B - Cieam Tieat
o SEC C & SEC B - Paile u
vaiieu customeis - vaiieu ciiteiia foi puichase
o Some piice conscious - want the laigest SK0 at the lowest piice
(Paile - u)
o Some ask foi "1u ka biscuit"
o Some willing to spenu moie (Chocolate Fantasy)
Pack Size uepenus on how long the jouiney is
Peak Bouis - Evening (12 hi. span most tiains uepait)
veiy little time spent with consumeis
Stockist plays big iole w.i.t which bianus solu

Solu at NRP as customeis moie awaie uue to PSA
W.i.t to Foou tiavelleis always piepaie in auvance
Noie impulse puichase of biscuits
Low loyalty
Puichase to oveicome inconvenience
Absence of the health conscious puichasei
Paucity of Space foi stocking - Theiefoie, ie-stock often
Piesence of foieign tiavelleis exploiing
Inuia in long uistance tiavel
Local Tiavel Chaiacteiistics:
Bisceining buyeis:
Ask foi specific bianus & biscuits
veiy conscious about NRP & expiiy uate
Peak his. - Noining (People consume biscuits with tea at the station
befoie woik)
Time spent with customeis veiy little
Piesence of stall loyalty & iegulai customeis
Piesence of health conscious consumeis
Nutiichoice Available
Sale of aiounu 2u-2S packs pei uay
People ask foi "uigestive biscuits"
Nen between SS - Su yis. buy Nutiichoice the most
Sales of Rs.1uuu- pei stall pei week
Rs.1u SK0s most populai
Sales uepenu on the how busy a station is secunuiabau station has moie
sales than the kachiguua, begumpet oi nampally station


:()**%"2%,V
Long Bistance Tiavel:
Absence of the health conscious puichase of biscuits
Bealth not a factoi foi geneial long-uistance tiavelleis

Inuiviuuals with health conuitions like Biabetes caiiy foou
Biitannia Nutiichoice NA
0nly Paile Activ Ciackei available in this segment
Piice consciousness
Nany tiavelleis fiom challengeu economic backgiounu
The neeu foi laige SK0s at low piices
Bigh benchmaik w.i.t Naigins (Biitannia pays 2S%)

Local Tiavel:
Stiong loyalty towaius existing playeis
Re-stocking Fiequency
Savouiy & Cieam biscuits moie populai
than Bigestive

:."'1-76'-.",V
Silent obseivation at key stations both local & long uistance
Inteiaction with stall owneis & consumeis
Naue contact & geneiateu leaus foi 0B peisonnel to stait a supplying at
iailway
Founu out maigins of competitois thiough peisonal inteiactions &
inteiviews




" Biscuits typically uisplayeu
outsiue
" Consumeis look at the
uisplay befoie making theii
pick



Corporate/ Pharmaceutical Gifting

Corporate & Pharmaceutical gifting industry in India is a big one ranking in close to
Rs. Pharmaceutical companies gift doctors to build brand & relation through MRs.
Analysts estimate that drugmakers spend nearly five percent of their revenues on
small & large value gift items. While gifts of substantial value are under the IT
department scanner, small freebies like free dinners and drug samples, promotional
merchandise such as pens and prescription pads with embossed company logos are
seemingly permissible.

This industry offers a huge potential for institutional sale for UB.

The cycle:



Instead of buying directly from the companies (UB), pharma companies buy
from intermediaries i.e. pharma/ corporate gift suppliers
Brand teams selects a pool of items that can be gifted
" Tenuing change is a big pioblem
" Limitation of time &
Availability of change
" venuois piefei selling
SK0s of Rs. 1u & Rs. 2u
" Reluctance to sell ouuly
piiceu SK0s
" Wiue iange of biscuits available
- fiom Paile u to Chocolate
Fantasy

Purchase teams negotiates price & terms
Volumes are huge
Discussion & acquisition of PO takes longer
Payment made directly by Pharma company or by Intermediary
Contacts are important Brand Managers, Purchase Department, Hot leads

Observations & Challenges:
Knowledge about the budget is important
Due to the long cycle, the shelf-life of the gift is important
Most purchases happens when the new budget is released June, July
Diwali & other regional festivals also peak season
Combination gifts more popular
Offers in MT impact Pharma negotiations
Pharma gifting intermediaries orders dependent on PO from companies
Brand name, Quality & Margins are key
Timely delivery is important
UBs Premium cookies are a perfect match for corporate & pharma gifting
UBs health association is perfect for pharma gifting

Contributions:
Have created a database of pharma companies with:
o Names of Brand Managers
o Names of Purchase Managers
o Location
o Contact details
Made cold calls & generated leads
Samples of UBs range were delivered to encourage
trial
Done cold calls with the dr reddys lab .




Cross promotional activities
Found the cross promo5onal companies for the Mcvi5tes
" SP Tea (Andhra sales corporation)
" swastik masala.
" lasa tea.
" Paramount tea
" Lamsa tea
Generate leads with these cross promotional
companies.


!"
















Chapter 4
Recommuations
In-store signage, especially at the entry, near relevant products, and at the
checkout counter.
In order to generate more demand it is necessary to have better connections
with the subsidiary canteens.
Costumer's think that Digestive is very premium brand, so branding should
be done in according to that. Since there are no promotional actives by the
competitors we should do some promotional activities and have the 1st mover
advantage .
Central stores department
Csd canteens customers associated mcvities only with the digestive biscuits
only. There should be an awareness program for the customers, so that the trail
of the new skus will increase.
Shelf branding is the most preferable way of branding. Since the company is
very player it is important for the company to spend amount for the branding.
It is seen important to keep the officers rank in the mind very carefully.
(Officers are sensitive towards rank)
All the canteen mangers just want the incentive.
It better to have an incentive program for urc manger (they are the one who
can order more from the deport and create denials )
A promotional event would be successful as there are no companies giving
any promotions as such

Recommendations railways
Generate interesting & catchy concepts internally for combo gifts
Good morning theme tea & biscuits
Health theme green tea & biscuits; oats & biscuits
Healthy snacking Baked savouries & biscuits
The Diwali gift a customised pack of our premium cookies

Health theme sounds the best as the customer's
Associates UB as a healthy company
Generated cold calls with Dr reddys lab.

Suggestion and observations

Customers / shopper keepers associated digestive biscuits as nutri choice
(Britannia). There is should be a differentiation strategy to differentiate ubs
digestive with the Britannia nutri choice.
People associate themselves with brand ambassador Bipasha Basu as health
conscious.
I heard people saying give that Bipasha Basu wale biscuits



>;??@AB X :DI:M;>!DI

Thiough the couise of this stuuy it is eviuent that theie is a huge potential foi 0B
to exploie in the Emeiging Channels space. The leaus geneiateu thiough this
couise of the last two months have potential of pioviuing sustainable business of
the institution maiket.

Laige uatabases have been built in the aiea of:
Phaimaceutical companies contacts
Cpc contacts
Railways contacts
Csu contacts

These can be tappeu into to catapult both the bianu builuing & ievenue foi 0B.

The iecommenuations maue in this pioject can be uetaileu & elaboiateu fuithei
to cieate iobust tactics foi the giowth the institution maiket. Also, given the
wiue spectium potential clients 0B can ieach help uiviue the iisk. This channel
ensuies that 0B uoes not put all its eggs in one basket.

Also, uue to the natuie of woik & inteiaction, the manpowei iequiieu to tap the
institution maiket is compaiatively less. This also ieuuces the piessuie of cost of
selling. This combineu with the huge potential of giowth makes institution an
extiemely luciative channel to exploie. The piesence of 0B in this channel shall
also enhance its Bianu Awaieness.

Focuseu effoits in this channel aie suie to show iesult in the foim of:

Incieaseu ievenue
Bettei piofitability uue to cost ieuuction
Biveisification of sales taiget achievement
Bettei bianu awaieness
Impact on the maiket shaie of 0B in the Inuian Biscuit Naiket