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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