chm project report

7/30/2019 Chm Project Report

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PROJECT ON RETAIL AUDIT

OF

BISKFARM BISCUITS

Location: Bhubaneswar

PREPARED BY:

NISHANT KUMAR(12DM046)

AVINASH KUMAR GOPE(12DM067)


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Acknowledgments

I would profusely like to thank my facultyand mentors at IMIS Bhubaneswarespecially Prof. (Dr.) Subhamay Panda, fortheir immense help and support throughout

the making of this project. I would also like

to thank my friends for their encouragement

and help, without which the project wouldvebeen incomplete.


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EXECUTIVE SUMMARY

After going thick on the things, now time is to make a complete

picture. While making a product a SKU (stock keeping unit) of the shop

retailers think about the GMROI (gross margin return on investment)

and they promote the brand which provides them highest. They

expect return in the form of profit margin, company schemes, window

display and reference of the shop. Among these, company schemes

make the difference and are the highest sources of motivation after

profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to

address the discerning buyers and retail push to in different buyers.

The manufacturer should understand consumer behavior because

retailers cant help quality and price. It is only up to manufacturers to

deliver what consumer wants. I need to stress on it because 58%

retailers said that it is demand why they sell Britannia. 61% agree that

at retail shop it is brand popularity, which determine the purchase of

biscuit. There is a greater need to understand the retailer behavior.

Considering them as a team, working for the company may help them

to be attached to the company. There should be a feeling of belonging

to the company in inner of the retailers. This can be done by setting

values club for retailers so that they may exchange views with the

company and help in understanding consumer behavior.


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CONTENTS

1. Executive Summary 7

2. Introduction 8-11

3. Research Methodology 12-16

5. Market & Marketing Strategy 25-30

6. Product Line 31-45

8. Data Analysis and Findings 53-58

9. Conclusion 59

10. Suggestions 60

11. Bibliography 61


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INTRODUCTION

Since its inception in the year 2000, Bisk Farm has beenrecognized for its delectable biscuits, cookies, cakes and rusks.

The brand is owned and marketed by SAJ Food Products (P) Ltd,a part of the Aparna Group of Companies.

Bisk Farm has carved a niche for itself in the market in a fairlyshort span of time. It is ranked amongst the top 3 bakery brands

in the markets where it competes.

Bisk Farm is presently available throughout Eastern and NorthEastern India, and parts of South, Central and North India. The

company eventually aims to market its delicacies across thecountry.

Innovation has always been one of Bisk Farms secret ingredientsto success. With its assortment of goodies, ranging from cookies

to cakes to a variety of rusks, it caters to almost every palate.


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RESEARCH METHODOLOGY

Research methodology is considered as the nerve of the project.

Without a proper well-organized research plan, it is impossible to

complete the project and reach to any conclusion. The project was based

on the survey plan. The main objective of survey was to collect

appropriate data, which work as a base for drawing conclusion and

getting result.

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methods

but also logic behind the methods used in the context of a research

study and it explains why a particular method has been used in the

preference of the other methods

Research design:

Research design is important primarily because of the increased

complexity in the market as well as marketing approaches available to

the researchers. In fact, it is the key to the evolution of successful

marketing strategies and programmers. It is an important tool to studybuyers behavior, consumption pattern, brand loyalty, and focus market

changes. A research design specifies the methods and procedures for

conducting a particular study. According to Kerlinger, Research Design is

a plan, conceptual structure, and strategy of investigation conceived as

to obtain answers to research questions and to control variance.


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Types of research are:

Descriptive ResearchThe type of research adopted for study is descriptive. Descriptive studies

are undertaken in many circumstances when the researches is interested

to know the characteristic of certain group such as age, sex, education

level, occupation or income. A descriptive study may be necessary in

cases when a researcher is interested in knowing the proportion of

people in a given population who have in particular manner, making

projections of a certain thing, or determining the relationship between

two or more variables. The objective of such study is to answer the

who, what, when, where and how of the subject under investigation.

There is a general feeling that descriptive studies are factual and very

simple. This is not necessarily true. Descriptive study can be complex,

demanding a high degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be

flexible in its approach, but a descriptive study in contrast tends to be

rigid and its approach cannot be changed every now and then. It is

therefore necessary, the researcher give sufficient thought to framing

research.

Questions and deciding the types of data to be collected and the

procedure to be used in this purpose. Descriptive studies can be divided

into two broad categories: Cross Sectional and Longitudinal Sectional. A

cross sectional study is concerned with a sample of elements from a


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given population. Thus, it may deal with household, dealers, retail stores,

or other entities. Data on a number of characteristics from sample

elements are collected and analyzed. Cross sectional studies are of two

types: Field study and Survey. Although the distinction between them is

not clear- cut, there are some practical differences, which need different

techniques and skills. Field studies are ex-post-factor scientific inquiries

that aim at finding the relations and interrelations among variables in a

real setting. Such studies are done in live situations like communities,

schools, factories, and organizations.

Another type of cross sectional study is survey result, which has been

taken by me. A major strength of survey research is its wide scope. Detail

information can be obtained from a sample of large population .Besides;

it is economical as more information can be collected per unit of cost. In

addition, it is obvious that a sample survey needs less time than a census

inquiry. Descriptive research includes survey and fact finding enquiries of

different kinds of the major purpose. Descriptive research is description

of the state of affairs, as it exists at present. The main characteristic of

this method is that the researcher has no control over the variables; he

can only report what has happened or what is happening. The methods

of research utilized in descriptive research are survey methods of all

kinds including comparative and co relational methods. The reason for

using such needs to be flexible in its approach, but a descriptive study in

contrast tends to be rigid and its approach cannot be changed every now

and then.


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Data collection methods:

Data can be obtained from primary or secondary sources. Primarydata refer to information obtained by the researcher on the

variables of interest for specific purpose of the study. Secondary

data refer to information gathered from sources already existing,

while discussing literature survey. Some of the examples of

secondary data are company records or archives, government

publications, industry analysis offered by the media, websites, the

Internet, and so on. In some cases, the environment or particular

settings and events may themselves be sources of data, as for

example, studying the layout of a plant. Considering the research

problem and research methods defined, only secondary data was

collected in this research.

Secondary Data Secondary data are indispensible for mostorganizational research. Secondary data refer to information

gathered by someone other than the researcher conducting the

current study. Such data can be internal or external to the

organization and accessed through the internet or perusal of

recorded or published information. Secondary data can be used,

among other things, for forecasting sales by constructing models

based on past sales figures, and through extrapolation. There are

several sources of secondary data, including books and priodicals,

Govt. publications of economic indicators, census data, statistical

abstracts, and data bases the media, annual reports of companies,

etc. Case studies and other archival records sources of secondary


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data provide a lot of information for research and problem solving.

sSuch data are, as we have seen, mostly qualitative in nature. Also

included in secondary sources are schedules maintained for or by

key personnel in organizations, the desk calendar or executive, and

speeches delivered by them. Much of such internal data, though,

could be proprietary and not accessible to all.

The advantage of seeking secondary data sources is savings in timeand costs of acquiring information. However secondary data as the

sole source of information as the drawback of becoming obsolete,

and not meeting the specific needs of a particular situation or

setting. Hence, it is important to refer to sources that offer current

and up to date information.

Secondary data in this research was collected through variousforms, companys profile, websites and various literature studies.


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Strength

Fulfill one of our BasicRequirement among Air ,

Water , Food, Shelter

Widely accepted in allGenerations

Easily available in variousforms

Provide good InstantRemedy for hunger in the

form of readymade food

Preserves the non seasonalfood and makes it available

all throughout the year

Weakness

Decreases nutritionalvalue

Increases the cost of foodproduct

Industry and technologyrequires high investment

Regular usage ofprocessed food can cause

alteration in health

SWOT Analysis of BISKFARM


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Opportunities

Increase economy of India Generate employment

opportunity

Good quality of Goods Provide competition to

Domestic companies

Improve living standard

Provide goods to nation atcheaper rate

Inflow of Domestic reserveand funds for the

govt.(taxes)

Threats

Many companies areresult oriented

Increase in pollution

Sometimes provide poorquality of product for

more profit

Lack of technology

Unable to utilize all theresources efficiently


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CONCLUSION

After going thick on the thing, now time is to make a complete picture.

While making a product a SKU (Stock Keeping Unit) of the shop

retailers think about the GMROI (Gross Margin Return on Investment)

and they promote the brands which provide them highest. They

expect return in the form of profit margin, company schemes, window

display and references of the shop. Among these, company schemes

make the differences and are the highest source of motivation after

profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to

address the discerning buyers and retail push to in different buyers.

The manufacturer should understand consumer behavior because

retailers can't help quality and price. It is only up to dealers said it is

demand they sell Britannia 42% agree that at retail shop it is brand

popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior

considering them as a team working for the company may help them

to be attached to the company. There should be feeling of belonging

to the company in inner of the retailers. Setting values club for

retailers so that they may exchange views with the company and help

in understanding consumer behavior.


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RECOMENDATION

Decrease


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BBIIBBLLIIOOGGRRAAPPHHYY

TThhee ddaattaa pprreesseenntteedd ttoo yyoouu iinn tthhiiss pprroojjeecctt hhaass bbeeeenn ccoommppiilleedd ffrroomm tthhee ffoolllloowwiinngg bbooookkss aanndd

wweebbssiitteess::

Books

1.Marketing management anali, planning, implementation, and controlby PhilipKotler - Business & Economics - 1988

2.arketing anagementby Philip Kotler, Kevin Keller - Business & Economics - 20083.eearch methodolog a tep--tep guide for eginner by Ranjit Kumar - SocialScience - 20054.eearch methodolog by Douglas K. Detterman - Psychology - 1985

WEBS

NAME OF SITE WWW.BISKFARM.COM

WWW.WIKIPEDIA.ORG

WWW.GOOGLE.COM

WWW.Scribd.COM

WWW.BUSSINESSTODAY.INTODAY.IN

Figures

1. Bar Chart of Answers to Question 1...................................82. Pie Chart of Socio-economic Status of the Respondents.....9

List of Tables

3. Survey Findings by Gender and Age Group........................10
http://books.google.co.in/books?id=QiTOHgAACAAJ&dq=marketing+managementhttp://books.google.co.in/books?id=QiTOHgAACAAJ&dq=marketing+managementhttp://books.google.co.in/books?q=+subject:%22Business+%26+Economics%22http://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?q=+subject:%22Social+Science%22http://books.google.co.in/books?q=+subject:%22Social+Science%22http://books.google.co.in/books?q=+subject:%22Psychology%22http://www.biskfarm.com/http://www.biskfarm.com/http://www.wikipedia.org/http://www.google.com/http://www.scribd.com/http://www.scribd.com/http://www.google.com/http://www.wikipedia.org/http://www.biskfarm.com/http://books.google.co.in/books?q=+subject:%22Psychology%22http://books.google.co.in/books?q=+subject:%22Social+Science%22http://books.google.co.in/books?q=+subject:%22Social+Science%22http://books.google.co.in/books?id=x_kp__WmFzoC&pg=PR3&dq=research+methodologyhttp://books.google.co.in/books?q=+subject:%22Business+%26+Economics%22http://books.google.co.in/books?id=QiTOHgAACAAJ&dq=marketing+management


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1. Introduction

BackgroundThis report has been written because ....

It was requested by ...

It was requested on (date).

ObjectivesThe objectives of this report are to ....

ScopeThis report examines .... . It does not examine ..... because ...... .


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2. Literature Review

The area of investigation has been commented on by Channel

(1994), Hoey (1993), Halliday (1993) and Lesser (1979), who are

in agreement that...

However, they have different opinions on ....

Due to the differences highlighted above, it was decided to

investigate ....


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3. Methodology (also called the 'Method' or 'Procedure')

___respondents, chosen by the method of _____ were surveyed

from (start date) to (end date). Of these, ______ were invited for

interview on (date).

The statistics were analysed using a _______ test because .........

The significance of the results was __________


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4. Findings

4.1. IntroductionIn general, the findings indicated that...

The major finding of the investigation was that...

In addition, ....

Surprisingly, ........ , which was an unexpected consequence of .....

5. Conclusions

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


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In the light of this, it is recommended that... (+ a general

recommendation; e.g. that something needs to be changed. The

detailed recommendations should go in the Recommendations

section below.)

6. Recommendations

In the light of these conclusions, I recommend that _____ should

be ____

In addition, a _______ could ______


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Appendices

Appendix 1: Sample Survey Form


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Appendix 2: Results of Statistical Analysis by ______


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Bibliography

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