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Internship Report

INTRODUCTION

To succeed in this world of growing global economy and boundary less


environment one needs to be on its toes and be in a fighting mode every time to
fight and clear out the threats imposed by its competitors. For this purpose one
needs to have a good staff and good organizational culture. An important part of
this whole system called as an organization is the research and development
department.

Some one said that research and development department in this technical era is as
important as petrol for car, ink for pen and ball for bat, keeping that in mind one
needs to do research in a good manner.

All this applies to every thing being used in this world as a


consumer/industrial good or a service. The companies keep in close touch with
their ultimate customers because the needs and wants of the people change over
time. This may be due to the technological advancements or due to the economic
factors. Market research helps the company to know all these changes in the
demand of a product in time, so that the company may take actions to cope with
the problem.

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THE COMPANY AND ITS OPERATIONS

Chaudhry Dairies Limited (the Company), a Subsidiary of Nepak Marketing


(Private) Limited, was incorporated in Pakistan on April 09, 1984 as a Public
Company. It is principally engaged in processing and sale of toned milk, milk
powder, allied dairy products and fruit juices.

CDL Foods Limited (formerly Chaudhry Dairies Limited) is a fast growing food
products company. Having doubled its turnover in the last four years, the company
has a turnover of Rs. 3 billion presently. The company also operates as a franchise
of Candia Cedilac of France. CDL has a state of the art milk processing facility
situated at 62-KM Multan Road, Near Bhai Pheru, and has a team of 400
exceptional individuals to support its operations. The head office of CDL is
located in the evergreen city of Lahore at 135-Ferozepur Road. CDL is producing
a number of food products both for consumers and industrial users.

CDL is the first food company and so far the only dairy company in Pakistan to
get ISO 9002 Certification - a Quality Management System. While adhering to
this Quality Management System, the company is committed to strict quality
standards in all its operations - from the collection of milk to the provision of
hygienically processed nutritious products to its customers.

The company follows the philosophy of “delighting the customers ". The company
treats them as partners and keep channel of communication open with them. The
company has succeeded in this by continuously improving the quality of its
products and by satisfying the needs of its customers. The company believes in
creating and sustaining an environment, which encourages learning and

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empowerment and these in turn help strengthen the quality culture across the
business.

CDL Foods Limited has got the honor to launch sterilized milk for the first time in
Pakistan. Also the credit for launching the milk in tetra fino packaging, for the first
time in Pakistan, goes to CDL Foods Limited.

In keeping with the company's commitment towards product diversification and to


provide a wide range of quality food products to our valued customers, the name
of Chaudhry Dairies Limited has been changed to CDL Foods Limited with effect
from November 22, 2000.

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COMPANY INFORMATION
BOARD OF DIRECTORS
Ilyas M. Chaudhry Chairman
Isar Ahmad Chief Executive
Mian Mohammad Amjad
Sh. Mohammad Rasheed
Mohammad Ishaque Khan
Nasrin Ilyas
Saqib Ali
Muhammad Imran Amjad

COMPANY SECRETARY
Kh. Asghar Rafiq

BANKERS
Emirates Bank International, PJSC
Muslim Commercial Bank Limited
Citibank N.A
National Bank of Pakistan
ANZ Grindlays Bank Limited

AUDITORS
Hameed Chaudhri & Co.,
Chartered Accountants
7 Bank Square, Lahore

LEGAL ADVISORS
Hassan & Hassan
Advocates,
7 PAAF Building,
Kashmir-Egerton Road, Lahore

REGISTERED OFFICE
Al-Firdous, 135 Ferozepur Road, Lahore 54600
Phone: (042) 111 135 135 & 757 3125-8
Fax: (042) 758 9359 & 759 0376
E-mail: Info@cdl.com.pk

PLANT
62 K.M. Lahore – Multan Road,
Bhai Pheru.
Phone: (042) 751 1636, (0303) 735 3406, (04943) 510 874-6
Fax: (04943) 510 844

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ORGANIZATIONAL CHART

M.D

G.M GM GM GM GM GM GM GM
Supply Operation Quality R&D Human Marketing Finance Sales
Chain Insuranc Resource

Group
Manager Manager Brand
Quality Quality Managers
Control System

Senior
Manager
Maintenance UHT Manager R& D Tax Manager Manager
Bottling Departmen Accounts Treasury
t

Other Milk Finish Manager Training Admin


purchase Procuremen Goods R&D Manager &
& t Stores Personnel
Import Manager

RSM Sales Manager Manager


Development Export Bulk
Manager Sales

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Asli Desi Ghee

Asli Desi Ghee is another product of CDL Foods Limited. It is available all over the
country in 1 Kilogram packing.

CDL's brand assures you quality and pure Asli Desi Ghee
(Butter Oil). It is processed naturally using fresh and pure
cream. That’s why we call it Asli Desi Ghee.

Key Benefits

• New Packing for easy Opening and Storage


• Reusable tin with Plastic Lid
• Clean and healthy
• Nearest to nature

• Hygienically processed

Pricing

Retail
Description Net Weight Effective from
Price/Pack
1 Kilogram Rs.170.00 30 July, 2002
Asli Desi Ghee 2.25 Kilogram Rs.360.00 30 Aug, 2002
16 Kilogram Rs.2225.00 30 Aug, 2002

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Candia Milk

Candia is Europe's Number One selling milk.


CDL Foods Limited and Candia of France have
joined hands to bring to you highest quality milk.
Candia is Pasteurized, Homogenized, and
Standardized, Double Sterilized milk. This ensures
not only the highest quality but also the best
possible taste.

For the first time in Pakistan, CDL Foods Limited


has introduced milk packed in food grade plastic
bottles. These bottles are manufactured at CDL
Foods’ latest plant from imported materials and
ensure longer shelf life, and highest quality and
storage with ease of use.

Key Benefits:

• Guaranteed Clean/Bacteria Free


• Homogenized
• Standardized
• Toned to international standards

Pricing

Retail
Description Packing/Volume Effective from
Price/Bottle
Candia Milk 1 Litre Bottle Rs.36.00 01 July, 2002
500 ml Bottle Rs.20.00 01 June, 2001

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Candia Skimz

CDL Foods Limited, one of the


leading manufacturers and
prompters of dairy products in
Pakistan, have diversified their
product portfolio by launching
liquid skimmed milk in the
Pakistani market in June 1999.
The product, marketed under the
brand name "Candia Skimz", has
been produced by CDL in
collaboration with Candia of
France.

Key Benefits

• Low fat & low diet formula


• Suitable for weight conscious people and heart patients
• Prevents physical deterioration as Osteoporosis

Pricing

Retail
Description Weight Effective from
Price/Pack

Candia Skimz Tetra Brick/500 ml Rs.18.00 01 June, 2001

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Skimz - Skimmed Milk Powder

Skimz is a fat-free milk powder.

Being fat-free, it is naturally low in cholesterol; yet, it is high in proteins and calcium.

There are mainly two types of milk


powders, full cream and skimmed.
SKIMZ is a skimmed milk powder.
Full cream powder contains 28% fat,
whereas SKIMZ contains less than 1%
fat. Also the protein and calcium
content is higher in SKIMZ as
compared to full cream milk powder.

It is best suited for weight conscious


people as well as those trying to
maintain low cholesterol.

Key Benefits

• 1% Fat only
• Rich in Calcium
• Rich in Proteins
• Ideal for Weight Watchers and Heart Patients

Pricing

Retail
Description Weight Effective from
Price/Pack
Skimz Standard 200 grams Rs.58.00 05 October, 2002
Skimz Economy
500 grams Rs.115.00 05 October, 2002
Pack

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Haleeb Milk

Haleeb is the brand name of CDL's UHT milk. Haleeb


is Pasteurized, Standardized, Homogenized and Ultra
Heat Treated milk of the highest standards. Haleeb is
available all over the country in 1 Liter, 500 ml and
250 ml Tetra Packs. When you buy Haleeb you can be
assured of the best quality milk money can buy.
Haleeb is standardized to 3.5% Butter Fats and 8.9%
SNF (Solids Non Fat) as prescribed by Pakistan Pure
Food Laws.

CDL Foods Limited now has another first to its credit.


For the first time in Pakistan Haleeb 1 Litre offers
Easy open packing. No longer will you need scissors
or knifes to open your favorite milk. Just peal open
with you hands.
.

Key Benefits

• Guaranteed Clean/Bacteria Free


• Homogenized
• Standardized

Pricing

Retail
Description Packing/Volume Effective from
Price/Pack
Haleeb Tetra Brick/1 Liter Rs.30.00 22 Nov. 1999
Tetra Brick/ 500 ml Rs.16.00 05 Nov. 1999
Tetra Brick/ 250 ml Rs.9.00 15 Oct. 2001

Haleeb Cream

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Haleeb cream is made from good quality fresh


milk. The process of making cream from milk is
highly hygienic and ensures healthy product. It is
available all around the country in 200 ml Tetra
Brick packing.

Key Benefits

• Hygienically Processed
• Convenient packing
• 40% fats
• Great for coffee and cakes.
• Long life
• Nourishing

Pricing

Retail
Description Weight Effective from
Price/Pack

Haleeb Cream Tetra Brick/250 ml Rs.20.00 15 September, 2001

Dairy Queen Standardized Milk

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Dairy Queen is the brand name


of CDL's UHT milk. Dairy
Queen is Pasteurized,
Standardized, Homogenized and
Ultra Heat Treated milk of the
highest standards. Dairy Queen is
standardized to 3.5% Butter Fats
and 8.9% SNF (Solids Non Fat)
as prescribed by Pakistan Pure
Food Laws. Safe, Economical
and Nourishing it is available
in1/2Liter packing for your
convenience.

Key Benefits

• Guaranteed
Clean/Bacteria Free
• Homogenized
• Standardized

• Economical

Pricing

Retail
Description Weight Effective from
Price/Pack
Dairy Queen
Standardized Tetra Fino/500 ml Rs.13.00 17 April, 2003
Milk
Dairy Queen
Standardized Tetra Fino/250 ml Rs.7.00 02 December, 2002
Milk

N'rish - Instant Full Cream Milk Powder

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N'rish, instant full cream milk


powder, gives you the
complete nourishment of fresh
milk without the water. N'rish
contains more fat, loads of
calcium for stronger bones,
teeth and vitamins A, B and
D, which are essential for the
physical and mental growth of
your child. With CDL's high
quality manufacturing facility,
the hygiene concerns related
to fresh milk cease to exit. We
make sure that the milk you
get is 100% hygienic. With all
this and more, N'rish is
available for a little less than
even fresh milk.

Key Benefits

• High Nourishment
• Clean and pure
• Convenient

Pricing

Retail
Description Packing/Volume Effective from
Price/Pack
N'rish Large 1 Kg Rs. 199.00 27 January, 2003
Medium 32 gm Rs. 6.00 7 June, 2002

Tropico Juice Drinks

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With the quality assurance of CDL, comes Tropico, a premium


juice drink, superior in taste and exceptional in pulp contents,
for the absolute taste of refreshing, invigorating fruit juice
drink. Available in smart 200 ml slim pack and 1000ml Tetra
Brick (Mango and Mango/Orange Flavors). Tropico is the
perfect thirst quenching refreshment for all occasions.
Available in four exciting flavors, Tropico is always alive in
taste and full on fruition.

Four Delightful Tropico Fruit Juices

• Tropico Apple Juice Rich in taste, for the fullest flavor of truly ripened fresh
apples.
• Tropico Mango Juice The savory taste of rich and pulpy mangoes.
• Tropico Mango Orange Juice a unique blend of oranges and mangoes perfected
for the most discerning of palates.
• Tropico Mix Fruit Juice A unique blend of Oranges, Apple and Mango. A real
tasty treat.

Pricing

Retail
Description Packing/Volume Effective from
Price/Pack
Tropico Juices
All Flavours Tetra Brick/200ml Rs.9.00 05 April, 2002

Tropico Juices
Mango & Mango/Orange Tetra Brick/1000ml Rs.30.00 05 April, 2002

Bulk Products

CDL also produces bulk dairy products.

Bulk Products

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Available
:

• Instant
Full
Cream
milk
powder
(IFCMP)
• Full
Cream
Milk
Powder
• Skimmed
Milk
Powder
• Instant
Skimmed
Milk
Powder
(ISMP)
• Cream
• Ghee
• Butter

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2001-2002

Haleeb Milk

Asli Desi Ghee

Nourish

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PRICE COMPARISON

LIQUID MILK

Brand Name Weight Price (Rs.)

Haleeb 1 Liter 30
½ Liter 16
¼ Liter 9
Milkpak 1 Liter 30
½ Liter 16
¼ Liter 9
Halla 1 Liter 22
½ Liter 11
¼ Liter 6

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DESI GHEE

Product Company Name Weight Price (Rs.)

Asli Desi Ghee CDL 1 Kg. (GW) 170


Milkpak Desi Ghee Nestle 1 Kg (NW) 165
Kissan Desi Ghee Kissan 1 Kg (NW) 160

GW = Gross Weight

NW = Net Weight

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POWDERED MILK

Brand Name Weight Price (Rs.)

N’rish 1 Kg. 199


500 gms. 100
200 gms. 50
32 gms. 6
Nestle 1 Kg. 197
400 gms. 88
200 gms. 54
62 gms. 13

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SWOT ANALYSIS

STRENGTHS
• Highly sophisticated plant and equipment
• Qualified work force
• Focus on research and development
• First and the only dairy company in Pakistan to get ISO 9002 Certification

WEAKNESSES
• Low promotional activities
• Comparatively weak distribution system

OPPORTUNITIES
• CDL Foods Limited can export food items especially Juices to Middle East
• Chaudhry Dairies limited has been changed to CDL Foods Limited, so this
change in name can help them to attract foreign customers
• CDL Foods Limited can go for related diversification by producing butter
and yoghurt
• CDL Foods Limited can go for joint venture with McDonalds to provide
juices

THREATS
• Strong competitors i.e. Milk Pak etc.
• Price sensitive people
• Milk men (Gawalas) providing non branded milk in homes

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PEST ANALYSIS

POLITICAL CONDITIONS
The political conditions are not very stable in the country, but this does not
directly influence the trends and spending patterns of the customers. There are no
restrictions or barriers on the growth of this industry. So the political conditions
are favorable for this market because food and dairy products are consumer goods
and they have to purchase it in any condition.

ECONOMICAL CONDITIONS
The economical conditions are not very favorable and the economy is facing
problems, but it is not directly influencing buying power of consumers. If the
country is out of its current problems, it will further boost up the growth of this
industry, as people will feel more secure economically and it will further increase
the attractiveness of the market.

SOCIAL CONDITIONS
The social patterns are changing in the country, as the world is becoming a global
village, and mutually share and accept patterns. People are becoming more
attractive towards the branded products. It is becoming fashion and young
generation as well as the children are getting more attracted towards this industry.
People are moving towards branded food/dairy products due to hygienic reason.

TECHNOLOGICAL CONDITIONS

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High tech technology is the basic requirement of dairy and food industry. The
companies that are using latest technology have some cost benefits over the
companies, which are not using high tech technology. The key to survival for
companies in this industry is using high technology for quality and cost purposes.

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PORTER FIVE ANALYSIS

Rivalry among the existing firm: The strongest of the five competitive forces
is usually the jockeying for position and buyers favor that goes among rival
firms. In case CDL Foods Ltd. there is intense rivalry among the competitions
sellers due to the following factors:

1. DIVERSE COMPETITORS
Attempts by cross border competitors to gain stronger footholds in each
other’s domestic market boosts the intensity of rivalry, especially when
foreign rivals have lower costs or very attractive products. In case of
CDL, so far Nestle is the only diversified rival, no doubt that
competition between Nestle and CDL is quite intense. Both are engaged
in consistent homework, just to break and attract each other customers
toward themselves.

2. CUSTOMER’S SWITCHING COST


The lower the cost of switching, the easier it is for rival sellers to raid
one another’s customer. In case of CDL customers’ switching cost is
low due to availability of branded and non branded products of other
companies. In other words consumers are more interested in getting
packed product. If the brand that they like to consume were not
available at the spot, they would definitely ask for other rival brands.

3. HIGH EXIT BARRIERS


Huge investments of financial, human and marketing resources are
required to enter in this business because of need for plants which can

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produce quality with consistency and need for procurement at high


level. After obtaining such plants it takes years to recover the fixed
costs and to breakeven so rivalry tends to be more vigorous when it
costs more to get out of a business than to stay in and compete. Since
CDL is in the market for years, so it is not quite feasible for CDL to
close its business and jump into any other business. Thus, rivalry is
strong, as the firm has to stay and compete with existing rivals.

4. COMPETITORS USING SAVING SCHEMES


Sometimes during special occasions, rivalry among the competitors
increases due to certain price cuts and saving packs to boost up their
sales volume, which results in intense competition.

POTENTIAL ENTRY OF NEW


COMPETITORS
New entrants to market bring new production capacity. Dairy foods are the
commodities that are required throughout the year. Moreover, the industry is
attractive, as it is growing quite rapidly, so there are threats of potential new
entrants. But on the other side these threats are not intense due to high entry
barriers and existing conditions of the economy.

1. HUGE INVESTMENT IS REQUIRED


The larger the total rupees investment and other resources needed to
enter the market successfully, the more limited the pool of potential
entrants. Production of packed products requires huge investment of
financial, human, technical and marketing resources. AT the moment

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CDL has no threat of new entrants but in the future any foreign firm
can be a threat.

2. ECONOMY OF SCALE
Scale economies deter entry because they force potential competitors
either to enter on a large scale basis (a costly and perhaps risky move)
or to accept a cost disadvantage (and lower profitability). Without
achieving the economy of scale it is difficult to compete in the market.
Moreover, new entrants in the pasteurized milk business may encounter
scale related barriers not just in the production, but in advertising,
marketing, distribution, financing, and raw milk purchasing as well.
Haleeb achieved its breakeven in 1993.

3. COST DISADVANTAGES
Existing firms may have cost advantages not available to potentials
entrants. In the food industry, these advantages include access to good
supply sources and to benefits of learning and experience curves etc.
CDL would definitely have an advantage of such huge experience and
knowledge of technical aspects.

4. ACCESS TO DISTRIBUTION CHANNEL


Dairy commodities required intensive care. Handling of these
commodities on its way till end user requires great care. Distribution of
dairy products is a challenging job and distributors are reluctant to take
distribution of those brands, which lack buyer recognition. A network
of retail dealers may have to setup from scratch. So CDL enjoys its

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strong hold on the distribution network of its products as access to an


effective distribution channel is a barrier for new entrants.

5. BRAND PREFERENCE
Once the brand image is formed, then it is difficult for any other firm to
introduce new brand into the market so unless and until it has low price
and superior quality.

6. GOVERNMENT REGULATORY POLICIES


It is a barrier entry because different license and permits are required
from those registered companies, which want to deal in eatables and
especially on national level.

COMPETITIVE PRESSURE OF
SUBSTITUTE PRODUCTS
If we consider Haleeb’s positioning than powdered milk is the major threat.
Even though currently powdered milk has been positioned for people from
higher socio-economic groups but in the future some low priced brand for
powdered milk can be a definite threat.

BARGAINING POWER OF SUPPLIERS

Bargaining power of supplier is low because of following reasons:


1. Number of Suppliers
Raw milk is standard commodity and is available in the open market
from a large number of milkmen. If anyone refuses to sell its product,

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then company can buy it from others who are already willing to sell to
the company.

2. Importance of Volume to Supplier


Suppliers also have less leverage to bargain over price because the
company is purchasing the large volume of their milk and the suppliers
don’t have much option either.

BARGAINING POWER OF BUYERS

1. Number of Buyers
As there is large number of distributors, who are buying and
distributing the product, so their bargaining power is low and company
has leverage to dictate/implement its terms and conditions on
distributors.

2. Threats of Backward Integration


Another reason of low bargaining power of buyers is that no
buyer/distributor has the resources to start/involve in backward
integration. So company is enjoying the bargaining leverage.

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LIFE CYCLE
(CDL foods Ltd.)

Management of CDL claims that its products are still at the introductory
stage. Even though the products have been in the market for about 14 years
and it is considerably a long time period for any FMCG to complete its
introductory stage. It just shows improper promotion and perhaps lack of long
term planning.

Maturity

Decline

Growth

Introduction

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DISTRIBUTION

As distributors buy the products from CDL and transport it from the
Warehouses to the retail outlets, so their role is very important to CDL. CDL
distribution channel has been build over a very longer period of time. Infect, it
took about 10 years to establish an effective distribution channel.

TYPE OF DISTRIBUTION

Since CDL products are convenience goods so the best distribution strategy
adopted by CDL is intensive Distribution. Under this type of distribution, the
task is to make the products available in each and every outlet. More over as
the unit price of CDL products are low, so it involves low risk and that’s why
its frequency of purchase is high. Another reason for this type of distribution
is to compete the rival’s products, through intensive availability of products in
all the potential outlets. No doubt that a consumer looking for branded
products can easily switch toward some other available brands a the spot so in
order to minimize this risk intensive distribution strategy has been adopted by
CDL.

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SUPPLY CHAIN OF CDL PRODUCTS

IN PAKISTAN

CDL

Distributors

W/S, Retailers &


Manufacturer

Customers

It simply indicates that Haleeb has two level distribution systems.

THE CHANNEL POWER

There are approximately 165 distributors and about 200,000 retail outlets for
the distribution of CDL nationwide. The company, CDL, is enjoying the
channel power because the number of distributors is high.

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CDL DISTRIBUTION CHANNEL MANAGEMENT

CDL’s management believes that for an effective distribution channel, smooth


functioning of each and every element is quite essential. Each participant of
CDL distribution network has clear idea regarding his role and responsibilities
CDL management always tries its best to resolve any sort of conflict among
the channel members through effective communication and control (As the
management know that it is the channel members which have to supply the
CDL products to the final customers).

DISTRIBUTION INFRASTRUCTURE

As far as the distribution infrastructure of CDL is concerned, CDL has well


trained sale force, the distributors collect CDL products from the plant than
they carry it to their own warehouses through their own transport. From the
warehouses to the shops the distribution also takes place through distributors
transportation. Thus the job of the CDL is to keep the supplies regular and
keep an eye on the performance of the distributors.

It is clear, that it’s the responsibility of distributors to ensure width, depth and
merchandising of CDL products at all potential outlets. All transactions
between the company and distributors are on cash. Credit does not exist in the
transactions of CDL and it also provides guarantee to distributors against
defective merchandise.

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PROMOTION

PULL STRATEGY

The market are using pull strategy (promotion is directed at end user, the
intention is to motivate them to ask the retailer for CDL Food Ltd. products.

ADVERTISING GROUPS

Advertising groups are an effective way to disseminate messages. CDL has an


advertisement department, whose job is to recommended a budget help to
develop advertising strategy approve ads and campaigns and then to run the
advertising campaigns effectively and efficiently.

This group represents vital tools that are used to bring the rapid increase in
the demand of CDL products. The most familiar forms of ads are found in the
Electronic and print media. For CDL products the advertising group includes
the following promotional tools:

• Electronic
• Print
• Outdoor
• Billboards
• Banners

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INTERNSHIP DURATION
The internship period comprises of nine weeks i.e. from June 6th, 2003 to July 24,
2003.
Projects completed are given below in the table:

No PROJECT ASSIGNED
1 Conduct the research whether people will purchase 100g and
2.25kg of desi-ghee or not.
2 Conduct the research whether Nido have any dissolvability
problem or not and have any return from customers.
3 Check the “store interception” and “market storming”
activities conducted for the promotion of Haleeb milk and
N’rish.
4 Check the stock of N’rish on different shops.

RESEARCH OBJECTIVES
Following are the objectives of the research

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• To gauge the availability of branded Desi Ghee in Lahore


• To know the effect of promo scheme on Asli Desi Ghee
• To know other brands available in the market

RESEARCH METHOD

The following research techniques are used during the research


• Personal interviewing of Retailers & Whole sellers
• Observational methods to know the availability and display of different
brands

SCOPE
Lahore

IMPACT OF PROMO SHEME ON THE SALE OF ASLI


DESI GHEE

There is negligible impact of promotional scheme on the sales of Asli Ghee


because of the following reasons:

• The sale of Desi Ghee is very low in the market and the people who
purchase Desi Ghee will purchase it whether there is promotional scheme
or not.
• Profit margin on Asli Ghee and Milk Pak’s Ghee is very less and the shop
keepers promote other brands of ghee i.e. Halla, Pak Pure etc. due to more
profits.

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• In the Holy month of Ramadan other companies also offer promotional


schemes on Desi Ghee.

AREAS COVERED

Following areas are covered during this research period

No Area Markets covered


1 Defense A, F, H, M, Q, T-Blocks
2 Gulberg Makkah Colony
3 Samanabad Chragh Market, Chaudry Colony, Mini Market,
Nadeem Shaheed Road.

BRANDS AVAILABLE IN MARKET


In addition to Asli Ghee, Milk Pak, Halla, Pak Pure & Kissan, other Ghee brands
available in the market are given below
• Camelle
• Dairy
• Adams
• Noor pur
• Ansons

TOTAL NUMBER OF SHOPS COVERED

The following table shows the total number of shops covered during the research
period along with their respective areas.

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Sr. No. Area A B C Total


1. Defense 7 12 0 19
2. Gulberg 0 7 13 20
3. Samanabad 0 15 8 23

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RESEARCH OBJECTIVES
Following are the objectives of the research
• To gauge whether people will purchase 100g & 2.25kg of desi-ghee or not.
• To know the sales of different desi-ghee packing by weights in the market.
• To know other brands available in the market.

RESEARCH METHOD

The following research techniques are used during the research


• Personal interviewing of retailers & customers by filling questionnaire.
• Observational methods to know the availability and display of different
brands

SCOPE
Lahore

AREAS COVERED

Following areas are covered during this research period

No Area Markets covered


1 Defense A,F,H,M,Q,T-Blocks
2 Gulberg Makkah Colony
3 Township/Faisal town College road, Township Market, Faisal town
main-road shops.
4 Saman Abad Chragh Market, Chaudry Colony, Mini Market,
Nadeem Shaheed Road.

Retailer
s Visited 28

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Q1 Do you have desi ghee packing available in your store?

Weight Yes No
2.25/2.5kg 44% 56%

1kg 100% 0%

100g 8% 92%

Q2 2.25/2.5kg packing of desi-ghee sales in a month?

1--10 Tins 11--20 Tins 21--30 Tins


22% 15% 3%

Q3 100g packing of desi-ghee sales in a month

1--10 Pouch 11--20 Pouch 21--30 Pouch


3% 0% 0%

Q4 What do you think customer will purchase 100g pouch of desi-ghee?

Positive Negative Average


39% 35% 26%

Q5 What do you think customer will purchase 2.25kg packing of desi-ghee?

Positive Negative Average


52% 2% 46%

Customer
s visited 18

Q1 Do you use desi ghee?

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Internship Report

Yes No
90% 10%

Q2 Which one desi-ghee do you prefer?

Branded Non-branded Home made


75% 4% 21%

Q3(a) Have you ever heard about Asli Desi Ghee?

Yes No
79% 21%

Q3(b) Have you ever use Asli Desi Ghee?

Yes No
43% 57%

Q4 Which brand of desi-ghee do you mostly buy?

ADG MP H PP Other
29% 43% 0% 14% 36%

Q5 How frequently do you purchase desi-ghee?

15-Days 1-month more then month


21% 50% 29%

Q6 Which packing of desi-ghee do you often buy?

100g 1kg 2.25/2.5kg 5kg


1% 61% 19% 19%

Q7 If 100g pouch of desi-ghee launched do you purchase?

Positive Negative Average


43% 14% 43%

Q9 If 2.25kg tin of desi-ghee launched do you purchase?

Positive Negative Average

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80% 0% 20%

COMMENTS

According to the above results only 43% customers and 39% retailers give
positive respond to 100g of desi-ghee and 86% customers and 39% retailers give
positive respond to 2.25kg of desi-ghee.

RECOMMENDATIONS
According to my findings, if the company launches 2.25kg packing of desi ghee
the customer will definitely purchase it because at present only two companies
have a packing of 2.5kg of desi ghee other companies have only a packing of 1kg.
If the company wants to launch 100kg packing of Desi ghee it has to advertise first
through different medias because at present only one company has 100g packing.
People mostly use cooking oils and banaspati ghee for cooking and use less
quantity of desi ghee because price of desi ghee is high as compared to cooking
oils and banaspati ghee.
Many people use homemade desi ghee. If our target for 100g is A class they will
mostly purchase 1kg and more packing of desi-ghee, if target market is B class
they will also purchase 1kg of desi-ghee. The main target market is C class and the
people who have less consumption of desi-ghee.

RESEARCH OBJECTIVES
Following are the objectives of the research
• To check the “Store interception” & “Market storming” activity for Haleeb
milk and N’rish.

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• To check sale personals work accordingly or not.


• To check the usefulness of these activities.

RESEARCH METHOD

The following research techniques are used during the research


• Visits the stores and markets where activities are conducted as a customer
without introducing myself as an employ of CDL Foods Ltd.
• Ask questions from sales personals.

SCOPE
Lahore

FINDINGS

1. Due to these activities the sales of Haleeb milk and N’rish are increase.

2. People who don’t know the N’rish are now well familiar about it.

3. N’rish needs the advertising through different medias for its success.

RCOMMANDATION

• CDL food limited should continue their promotional activities

because these are increasing the sale of Haleeb and Nourish.

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• Through these activities people are realizing the benefits of these

products.

• CDL must launch these types of promotional activities for their

other products.

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RESEARCH OBJECTIVES
Following are the objectives of the research
• To check the stock of N’rish on different stores.
• To check the efficiency of sales personals of CDL Foods Ltd.
• To check the retailers interest towards the N’rish.

RESEARCH METHOD

The following research techniques are used during the research


• Personal interviewing of Retailers.
• Physical inspection of stock on stores.

SCOPE
Lahore

MARKETS VISITED

For this I visited the market of

1. Defense

2. Gulberg

3. Township

4. Faisal Town

5. Samanabad

6. Model Town

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NUMBER OF SHOPS VISITED

For this I visited 91 shops of above-mentioned markets.

FINDINGS

1. Every store has reasonable stock of N’rish.

2. Sale personals done their job very well.

3. Availability and display of N’rish is also good.

RCOMMANDATION

• CDL must conduct this type of checks of all brands because this

shows the efficiency of sales personnel.

• CDL should hire the employees to check these kind of activities.

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PROBLEMS AND LIMITATIONS

• During the study problem was faced from shopkeeper for non-providing the
information.
• Most of the data was not also provided by the Organization during report
preparation.
• Shopkeepers did not care for maintaining their record about delivery of
CDL Foods product.

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LEARNING

During internship I learned how to work in an office environment with different


people. In CDL Food Limited I did research work, so I learn while launching a
new product which type of research should be conducted. I also conducted
research on display and availability of CDL Food Limited different brands and
learn how important these things are, because if products are not properly
displayed or available in a shop the consumer with use/switch over to other
product/brand.

I also learn the different ways to promote the product. I learn how to deal with
retailer while conducting the research. I also learn the behavior of A, B & C class
retailers and how they respond the person who is conducting the research.

I also learn how different people in an organization coordinate with each other on
different tasks.

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CONCLUSION

The whole internship was a great learning experience. The projects were related to
my studies i.e. Marketing Research. I have learned how the researches are
conducted and how the data is compiled on professional level. I have learned two
research methods. One is direct recording and other is using a scale. I have
observed the distribution system of CDL Foods Limited.
During these projects there was application of Human Resource Management
because I didn’t meet with the retailers not only once but thrice and each time used
a different technique to obtain the desired information. Whole data was recorded
on Microsoft Excel, so I also became familiar with that component of MS Office. I
also became familiar with different markets and areas of Lahore.

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