booker india

7/27/2019 booker india

1/34

APROJECT REPORT

ON

PBU CUSTOMER ENROLMENT

FOR

BOOKER INDIA PVT LTD

MASTER OF MANAGEMENT STUDIES (MMS)UNIVERSITY OF MUMBAI

SUBMITTED TO

SINHGAD INSTITUTE OF BUSINESSMANAGEMENT

CHANDIVALI

UNDER THE GUIDANCE OF

PROF. LALIT BHOLE/ DEV KOLI

SUBMITTED BY

SHAH AFTAB(2012-14 & 175)

1 | P a g e


2/34


3/34

3 | P a g e

CERTIFICATE

This is to certify that SHAH AFTAB has successfully completed the project work as a

part of academic fulfillment of Masters of Management Studies (M.M.S.) Semester II

examination.

Name & Signature of Project Guide

Date : _________________

DIRECTOR

SIBM


4/34

DECLARATION

I, Shah Aftab of Master of Management Studies (2 nd Semester) of Sinhgad Institute of Business

Management (SIBM), hereby declare that I have successfully completed this Project on (HR PLANS

& POLICIES FOR NEW START-UPS) in the academic year (2012-2014).

The information incorporated in this project is true and original to the best of my knowledge.

_____________________________

Signature

4 | P a g e


5/34

ACKNOWLEDGEMENT

Thanks giving are the most pleasant of all jobs but it is difficult when one tries to put into

words. I take immense pleasure in completing this project and submitting this final project

report

The whole summer internship period with BOOKER INDIA PVT LTD has been full of

learning and sense of contribution towards the organization. I would like to thank BOOKER

INDIA PVT LTD for giving me an opportunity of learning and contributing in the entire

project and also thanks to the people who made this experience memorable one.

A successful project can never be prepared by single efforts of people to whom project is

assigned but it also demands the help and guidance ship of some conversant person who

`helped the undersigned activities. In this context as a student of Sinhgad Institute of

Business Management I would first like to thank to Prof. Dev Koli & Lalit Bhole for

assigning this project to me as a worthwhile topic.

During the actual project at Booker India, Mr. Arun Sen has been a source of inspiration through

his constant guidance, personal interest, encouragement and help. I convey my sincere thanks to him.

In spite of his busy schedule he has always taken out time for me, I am thankful to him for reposing

confidence in my abilities and giving me the freedom to work on my project. I would like to thank

them for their invaluable guidance, keen interest, co-operation, inspiration and of course moral

support throughout my project session.

5 | P a g e


6/34

Index

S No Particulars Page No

A PRELIMINARY SECTION

Title Page Certificate

Declaration

Acknowledgement

Preface or Forward Abstract

B MAIN BODY OF THE REPORT

I Introduction

o Executive Summaryo Objectives of the study

o Scope of the study

o Company Profile

o History of the company

o Target Customers

o Period of study

o Study Area

III Research Methodology

IV Presentation and Analysis of data

Text Tables

Figures

V Summary and Conclusion

C REFERENCE SECTION

Bibliography

6 | P a g e


7/34

Appendix

CHAPTER 1

Executive Summary

Booker is a wholesale company which provides all food & grocery products to all the

retailers. Its primarily in B2B and is rated as UKs No.1 wholesale company. During these 2

months duration which I spend with them were mainly to determine the target customer and

provide maximum sales by bringing in more and more retailers. During this duration I

gained the knowledge of how pricing and distribution is done for different FMCGs.

Understanding the market and the need of all shopkeepers. Understanding the impact of

manufacturers, wholesalers and other suppliers on the retailers pricing strategy. On daily

basis I made visits to approximately 25-30 shops to find out the factors that influences

purchase decision of retailers.

The Company is the UK's largest cash and carry operator, offering branded and private-label

goods which are sold to over 486,000 customers including independent convenience stores,

grocers, leisure outlets, pubs and restaurants. The Company currently lists circa 18,000

product lines, comprising an extensive range of branded and own label grocery, fresh and

frozen food, beers, wines, spirits, tobacco and non-food items. In the year to March 2013,

sales totalling 2.8 billion were collected by the customer from the groups branches and

sales totalling 1.2 billion were delivered to the Companys customer premises.

In June 2012, the Company was awarded "Wholesaler of the Year" and "Green Wholesaler

of the Year" by The Grocer magazine.

7 | P a g e


8/34

The Group currently trades from 172 branches in the UK. The average size of these branches

is approximately 47,000 sq ft, although the Company has four branches over 100,000 sq ft

and 12 branches under 20,000 sq ft.

It operates 30 stores across the UK, one of the stores being in Belfast. Makro currently

operates a primarily cash-and carry wholesale business, with a small delivered service that

was introduced in 2009. Unlike Booker Makro offers a broad range of non-food items, such

as stationery and office equipment, furniture and furnishings, catering and cleaning

equipment, clothing, general maintenance products and electrical appliances.

Booker Direct is the Groups delivered wholesale business which serves national accounts

UK-wide. It has already established itself as the UK's largest food supplier to the cinemasector with customers including VUE and Odeon. Other accounts include HM Prisons in

England & Wales (in partnership with DHL), Marks and Spencer and the NAAFI, as well as

the more recent additions of SSP, HMV, and WH Smith Travel Ltd.

In September 2009 we opened our first business centre in Mumbai. We now have 12,000

customers and the customer reaction has been excellent. We have also launched 185 Happy

Shopper symbol retailers which harness the lessons from Premier in the UK for the Kirana

stores of Mumbai. In 2011 we opened our first joint venture business centre in Pune. Our

partner in Pune is Satnam Arora, who has expertise which compliments our own. We now

have 3 branches in Mumbai and one joint venture in Pune. We anticipate opening a further

two branches in 2013/14.

The Company employed approximately 9,658 employees as at 29 March 2013. The Group is

an equal opportunities employer and the Directors believe that the Groups people are the

key to the future of its business and intends to continue to develop them at all levels of the business.

8 | P a g e


9/34

CHAPTER 2

OBJECTIVES OF THE STUDY

1. Understanding the market and the need of all shopkeepers.

2. To attract more and more retailers from the market and sell goods at a lower priceand provide them with the maximum profit margin.

3. To Understand Internal and External Customer interactions.

SCOPE OF THE STUDY

1. The main aim of Booker is to attract more and more retailers from the market and

sell goods at a lower price and provide them with the maximum profit margin.

9 | P a g e


10/34

2. So my primary work was to bring in more retailers by selling Bookers

membership for free to these retailers. In these two months I made more than

150 customers for Booker.

CHAPTER 3

10 | P a g e


11/34

INTRODUCTION OF

THE COMPANY

Booker India Pvt. Ltd., a wholly owned subsidiary of Booker Group Plc, is the

largest Cash and Carry operator with 173 stores in UK. Booker Cash & Carry is a business

to business wholesale format which is open to foreign direct investment. Unlike other

players in this field, Booker India is mainly focusing on the food, beverage and other non

food categories. Booker is the UK's largest food wholesaler operator offering branded and private-label goods to over 400,000 customers including independent convenience stores,

grocers, pubs and restaurants. In June 2008 Booker was awarded 'Wholesaler of the Year' by

The Grocer magazine. Booker currently lists over 20,000 lines of product, comprising a fully

comprehensive range covering branded and own label grocery, fresh & frozen food, beers,

wines, spirits, tobacco and non food items.

Their aim is to offer their customers a Better Choice, Better Price and Better

Service".

The firm is listed on the London Stock Exchange and a constituent of the FTSE 250

Index and was the former sponsor of the Booker Prize for fiction which was established in

1968.

Type PublicTraded as LSE : BOK

11 | P a g e
https://en.wikipedia.org/wiki/Types_of_business_entityhttps://en.wikipedia.org/wiki/Public_companyhttps://en.wikipedia.org/wiki/Ticker_symbolhttps://en.wikipedia.org/wiki/London_Stock_Exchangehttp://www.londonstockexchange.com/exchange/prices-and-news/stocks/prices-search/stock-prices-search.html?nameCode=BOKhttps://en.wikipedia.org/wiki/File:Bookerlogo.pnghttps://en.wikipedia.org/wiki/Public_companyhttps://en.wikipedia.org/wiki/Ticker_symbolhttps://en.wikipedia.org/wiki/London_Stock_Exchangehttp://www.londonstockexchange.com/exchange/prices-and-news/stocks/prices-search/stock-prices-search.html?nameCode=BOKhttps://en.wikipedia.org/wiki/Types_of_business_entity


12/34

Industry Retail cateringFounded 1835Headquarters Wellingborough , England

Key peopleRichard Rose, Chairman

Charles Wilson, CEOProducts Cash and carry outletsRevenue 3,932.8 million (2012) [1]

Operating income 89.6 million (2012) [1]

Net income 74.9 million (2012) [1]

Website www.bookergroup.com

HISTORY

The Company was founded by George and Richard Booker in 1835 when they

bought their first ship and established the Booker Line . It diversified into the distribution of

goods rather than the mere shipping of them and gradually disposed of its fleet of ships: the

focus was on food wholesale distribution and by 1978 the Company had over 100

warehouses across the UK and trading as Booker, McConnell Ltd .

Among other interests, it operated the sugar industry in Guyana (British Guiana

before independence in 1966), running five Booker line ships, until it was nationalized circa

1970. After six months Booker was called back to market the sugar. Booker had a long

history of exploitation of sugar workers through the indentured labour system during the

19th and 20th centuries. At its peak it controlled 75% of the sugar industry in British Guiana

and was so powerful that a common joke was to refer to the country as 'Booker's Guiana'. In

1952 Jock Campbell took over the Chairmanship of the company and his Fabian social

politics transformed it dramatically into a benevolent force providing major benefits for

sugar workers. Jock Campbell was also instrumental in the setting up of the Booker's Author

Division, which sponsored the Booker Prize , now sponsored by the Man Group plc . The

group also held the rights to Agatha Christie's extensive book collection until 1998 when it

was sold to Chorion who bought Booker's 64% stake in Agatha Christie Ltd for 10million.

In 1986, the company set up a short lived co-venture between the directors of Siriol

Animation to create Kalisto Ltd.. Kalisto also developed a show called Space Baby (which

eventually became Fantastic Max ), along with another series called Satellite City (which

was co-produced with Fairwater Films) and the animated film The Little Engine That

12 | P a g e
https://en.wikipedia.org/wiki/Retailinghttps://en.wikipedia.org/wiki/Wellingboroughhttps://en.wikipedia.org/wiki/Englandhttps://en.wikipedia.org/wiki/Cash_and_carry_(wholesale)https://en.wikipedia.org/wiki/Pound_sterlinghttps://en.wikipedia.org/wiki/Booker_Group#cite_note-prelims-1https://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttps://en.wikipedia.org/wiki/Pound_sterlinghttps://en.wikipedia.org/wiki/Booker_Group#cite_note-prelims-1https://en.wikipedia.org/wiki/Net_incomehttps://en.wikipedia.org/wiki/Pound_sterlinghttps://en.wikipedia.org/wiki/Booker_Group#cite_note-prelims-1http://www.bookergroup.com/https://en.wikipedia.org/wiki/Guyanahttps://en.wikipedia.org/wiki/British_Guianahttps://en.wikipedia.org/wiki/Indentured_labourhttps://en.wikipedia.org/wiki/Jock_Campbell,_Baron_Campbell_of_Eskanhttps://en.wikipedia.org/wiki/Fabian_Societyhttps://en.wikipedia.org/wiki/Man_Booker_Prizehttps://en.wikipedia.org/wiki/Man_Grouphttps://en.wikipedia.org/wiki/Chorion_(company)https://en.wikipedia.org/wiki/Calon_(TV_production_company)https://en.wikipedia.org/wiki/Calon_(TV_production_company)https://en.wikipedia.org/wiki/Fantastic_Maxhttps://en.wikipedia.org/wiki/The_Little_Engine_That_Could_(1991_film)https://en.wikipedia.org/wiki/Retailinghttps://en.wikipedia.org/wiki/Wellingboroughhttps://en.wikipedia.org/wiki/Englandhttps://en.wikipedia.org/wiki/Cash_and_carry_(wholesale)https://en.wikipedia.org/wiki/Pound_sterlinghttps://en.wikipedia.org/wiki/Booker_Group#cite_note-prelims-1https://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttps://en.wikipedia.org/wiki/Pound_sterlinghttps://en.wikipedia.org/wiki/Booker_Group#cite_note-prelims-1https://en.wikipedia.org/wiki/Net_incomehttps://en.wikipedia.org/wiki/Pound_sterlinghttps://en.wikipedia.org/wiki/Booker_Group#cite_note-prelims-1http://www.bookergroup.com/https://en.wikipedia.org/wiki/Guyanahttps://en.wikipedia.org/wiki/British_Guianahttps://en.wikipedia.org/wiki/Indentured_labourhttps://en.wikipedia.org/wiki/Jock_Campbell,_Baron_Campbell_of_Eskanhttps://en.wikipedia.org/wiki/Fabian_Societyhttps://en.wikipedia.org/wiki/Man_Booker_Prizehttps://en.wikipedia.org/wiki/Man_Grouphttps://en.wikipedia.org/wiki/Chorion_(company)https://en.wikipedia.org/wiki/Calon_(TV_production_company)https://en.wikipedia.org/wiki/Calon_(TV_production_company)https://en.wikipedia.org/wiki/Fantastic_Maxhttps://en.wikipedia.org/wiki/The_Little_Engine_That_Could_(1991_film)


13/34

Could . Kalisto barely lasted a year before Booker bought the rights back. In 2000 Booker

was purchased by Iceland Supermarkets , via its Big Food Group vehicle. Then in 2005 Big

Food Group was in turn bought by acquisitive Icelandic group Baugur , which split Booker

and Iceland again into different companies. In June 2007 Booker reversed into AIM -listedwholesaler of groceries Blueheath, to form Booker Group plc.

Baugur sold all its assets in Booker Cash & Carry in June 2008 only weeks after its founder

was found guilty of accounting irregularities. Baugur collapsed in February 2009 amidst the

Icelandic financial crisis .

In 2009, Booker opened its first store in India in Mumbai . The UK chain continues to

explore options outside Maharashtra and in the next five years, plans as many as 20 cash andcarry stores in India.

On the 30th May 2012, Metro Group of Germany sold the 30 Makro UK stores and all

operational assets to Booker Group Plc in return for 9.99% of Booker's share capital, plus

15.8 million in cash. On the 29th May the share transaction was valued at 123.9 million.

The merger was immediately referred to the Office of Fair Trading, who in Novermber 2012

referred it to the Competition Commission. The Commission will decide whether the

acquisition "may be expected to result in a substantial lessening of competition in any

market or markets for goods or services in the UK. Booker and Makro are both major

national cash and carry wholesalers to independent retailers and caterers. The cash and carry

market is worth an estimated 11 billion in the UK."

The CC published its final report in April 2013, and the acquisition of Makro was cleared

Operations

The Company supplies approximately 326,000 catering businesses and 78,000 independent

retailers; it also operates cash and carry branches throughout the United Kingdom (as well as

a few in India) and operates a national delivery service in the UK.

13 | P a g e
https://en.wikipedia.org/wiki/The_Little_Engine_That_Could_(1991_film)https://en.wikipedia.org/wiki/Iceland_(supermarket)https://en.wikipedia.org/wiki/Big_Food_Grouphttps://en.wikipedia.org/wiki/Big_Food_Grouphttps://en.wikipedia.org/wiki/Icelandhttps://en.wikipedia.org/wiki/Baugurhttps://en.wikipedia.org/wiki/Baugurhttps://en.wikipedia.org/wiki/Alternative_Investment_Markethttps://en.wikipedia.org/wiki/2008%E2%80%932012_Icelandic_financial_crisishttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Mumbaihttps://en.wikipedia.org/wiki/Maharashtrahttps://en.wikipedia.org/wiki/The_Little_Engine_That_Could_(1991_film)https://en.wikipedia.org/wiki/Iceland_(supermarket)https://en.wikipedia.org/wiki/Big_Food_Grouphttps://en.wikipedia.org/wiki/Icelandhttps://en.wikipedia.org/wiki/Baugurhttps://en.wikipedia.org/wiki/Alternative_Investment_Markethttps://en.wikipedia.org/wiki/2008%E2%80%932012_Icelandic_financial_crisishttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Mumbaihttps://en.wikipedia.org/wiki/Maharashtra


14/34

BOOKER IN INDIA

The company started first store in Pune

Thane store after Pune

Goregaon store

They also started in Kandivali, Chandivali in Maharashtra.

14 | P a g e


15/34

They also going to start in Surat after the end of this year.

185 Happy Shoppers Shop in India.

Target Customers

Independent Retailers:

Provision General Store,

Nonfood Stores,

Pan/Bidi Shop,

Sweets/Farsan Shop

Caterers:

PBU (Personal Business Users)

Bakeries

Fast Foods

Guest Houses

Hostels

Restaurants

Road Side Food Stalls

Offices

Hospitals/Clinics /Nursing Homes

15 | P a g e


16/34


17/34

CHAPTER 5

RESEARCH METHODOLOGY

Type of Research: It is a Descriptive research. Descriptive research

involves gathering data that describe events and then organizes,

tabulates, depicts, and describes the data collection

Type of Data : Primary Data.

Method of Data Collection: Data is collected through a structured

questionnaire.

Sampling: Convenient sampling.

Sample size : 100.

17 | P a g e


18/34

Data analysis technique : Quantitative.

Data analysis tool : Pie charts.

CHAPTER 6

18 | P a g e


19/34

ANALYSIS OF THE DATA

The collected data were not easily understandable, so I like to analyze the collected data in asystematic manner and interpreted with simple method. The analysis and interpretation of

the data involves the analyzing of the collected data and interpretation it with pictorial

representation such as pie charts and others.

19 | P a g e


20/34

Figure 1

Interpretation: 52% respondents consist of Kirana & General Stores, 22% of respondents

consist of medical stores, 14% of respondents consist of pan shop, 12% of respondents

consist of PBU (Personal business users).

20 | P a g e


21/34

Interpretation : The Area which was allotted to me for conducting the survey 73% of

respondents were already a member of Booker & remaining 27% were not a member of

Booker.

21 | P a g e


22/34

Interpretation: 48% of people were come to know about promotion by salesman, 22% of

people were come to know by pamphlet, 12% people were come to know by word of mouth,

& 18% people were come to know by friends.

22 | P a g e


23/34

Interpretation: 22% of the consumers buy goods weekly from Booker India, 52% of the

consumers buy goods monthly from Booker India and 26% of the consumers buy goods

quarterly from Booker India.

Interpretation: 41% of the consumers buy food items, 23% of the consumers buy non-food

items, 24% of the consumers buy confectionery and 12% of the consumers buy beverages.

23 | P a g e


24/34

Interpretation: 53% of the consumers buy products within the range of Rs.0-5000/-, 21% of

the consumers buy products within the range of Rs.5000-15000/-, 22% of the consumers buy

products within the range of Rs.15000-25000/- & 4% of consumers buy products above the

range of Rs.25000/-

24 | P a g e


25/34

Interpretation: As per the survey 22% consumer go booker because of satisfaction, 20% are

happy with the service, 42% go booker because the price is very low as compare to other,

16% because of availability of products.

25 | P a g e


26/34

Interpretation: 40% of the consumer buy goods from distributor, 25% of consumer buy

goods from metro, 22% of consumer buy goods from Reliance, 10% of the consumer buy

goods from others.

Interpretation : 62% of the consumer are affected by various scheme & promotional

activities, 38% are not affected by any scheme & promotional activities

26 | P a g e


27/34

27 | P a g e


28/34

CHAPTER 7

LIMITATIONS OF THE STUDY

Data collection: It was difficult to collect data from a few customers.

Convincing them to become a member : For some shopkeepers, any decisions regarding

become a member of a Booker, for example we want any document or proof for a

membership like Shop license, Electricity bill, Pan card etc. So we have to convince for

that.

Tough competition by Distributors, Metro, Reliance Fresh: Many of the Shopkeepers

that we covered already by other Distributors, Metro, Reliance Fresh , and so they were

not easily ready to move to Booker.

Changing mind of the Retailers : There were many Shop retailers who liked our

membership offer and gave us a positive response to become a member , but due to the

change of mind they cancelled their membership and we lost those potential customers.

Cash & Carry Policy : Booker follows a policy of dealing only in cash & carry, but

most of the retailer were not so easily shell out money in cash they prefer more of credit

policy.

28 | P a g e


29/34

CHAPTER 8

SUGGESTION

Increase the number of Booker Outlets.

Build proper positioning in the minds of the Retailers. Come up with new creative

advertisements on TV Specially in Commercial advertisements.

Service check calls at regular intervals to retain the customer & provide him good

experience

Set up workshops in local areas to create awareness about Booker among the retailers.

Booker should increase number of offers & schemes to attract more retailers

Booker should also introduce credit policy because many of the retailers do not believe in

giving out cash so easily.

29 | P a g e


30/34

CHAPTER 9

CONCLUSION

30 | P a g e


31/34

CHAPTER 10

ANNEXURE

Name:Business name:

1. Type of Outleto Kirana & General storeo Medical storeo Pan Shopo Novelty shopo PBU

2. Are you a member of Booker India?o Yes (if yes then continue)

o No (if no then please move on to Question no. 8)

3. How do you come to know about Booker Promotions?o Salesmano Pamphleto Word of Moutho Email/ SMS

4. How often do you purchase goods from Booker india ?o Weeklyo Monthlyo Quarterly

31 | P a g e


32/34

5. What type of segment do you prefer to buy?o Foodo Non foodo Confectionaryo Beverages

6. What is the range of shopping you generally do from Booker India(in Rupees)?

o 0-5000o 5000-15,000o 15,000-25,000o 25,000-above

7. Rate the following parameters of bookers India on the given scale(1=Poor, 5=Good)o Customer Satisfaction 1_2_3_4_5o Service 1_2_3_4_5o Pricing 1_2_3_4_5o Availability of Products 1_2_3_4_5

8. If not Booker, from where you prefer to buy goods ?o Distributoro Semi wholesalero Metroo Reliance cash and carryo Others

9. What is your opinion on Cash & Carry operations ? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ___

10. Any suggestions ? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____

11. Do the various schemes / promotional activities affect your purchase?o Yeso No

32 | P a g e


33/34

CHAPTER 11

BIBLIOGRAPHY

Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha, Marketing

Management , 13 th edition (Personal Education, 2009).

S.A. Chunawalla; Sales Management ; 5 th edition; 2007.

ProsenjitDatta, Sourav Mukherjee ; The Marketing White book ; 2012-2013.

S.A. Chunawalla; Advertising Sales & Promotion Management .

Peter Amis & Jackie Head The Selling Handbook.

WEBSITE :

www.BookerIndiapvtltd.com

33 | P a g e


34/34

Search engine : Google.com

Wikipedia

booker india

Documents