26989706-anmol-biscuits-pvt-limited-171206095147.pdf

FINAL REPORT ON “ANMOL BISCUITS LIMITED” UNDER THE GUIDANCE OF: Mr. Prabhat Kumar Sahoo Faculty Guide Mr. Kailash Mallick Company Guide

SUBMITED TO:

SUBMITTED BY:

Mr.Prabhat Kumar Sahoo

PRANAB MISHRA

Mr.Kailash Mallick

8NBRU032

CERTIFICATE This is to certify that PRANAB MISHRA of MBA (08-10), carried out the work of doing this project, under my guidance, this is the work completed with the support of company guide.

Signature of the faculty guide Mr. Prabhat Kumar Sahoo

Date : Place : Rourkela

ACKNOWLEDGMENT Any accomplishment requires the effort of many people and this work is not different. I would like to express my gratitude toward “ICFAI NATIONAL COLLEGE” for giving me this wonderful opportunity to prepare “FINAL REPORT” report on my internship company. I am also thankful to my faculty guide “Mr. Prabhat Kumar Sahoo” as well as my company guide “Mr. Kailash Mallick” for giving me their guidance as well as my distributors “Mr. Ajay, Mr. Sanjay, Mr. Jeevan and Mr. Sahoo” cooperating with me towards the completion of this report. I also express my gratitude towards my colleagues for their kind support.

CONTENTS

• INTRODUCTION • OBJECTIVES • THREE C`s • SWOT ANALYSIS • TECHNOLOGY • ENVIRONMENT • AWARDS & HONOUR • TARGET/TASK SET • STRATEGY ADOPTED • ANALYSIS OF PERFORMANCE vs. TARGET •

PROBLEMS / CONSTRAINTS / LIMITATIONS

•

LEARNING IN THE EXECUTIVE TRAINING

• CONCLUSION

INTRODUCTION

About the INTERNSHIP PROGRAM (IP) The IP is an important component of education. It bridges the gap between the academic institution and the corporate world. It provides exposure to technical skills, and helps to acquire social skills by being in constant touch with the professionals of the other organizations.

About the company Anmol Biscuits came into being almost a decade back, when Mr. Baijnath Choudhary initiated the setting up process of the first plant at Kolkata. Anmol, which was started as a single plant, now has a strong hold in the highly competitive biscuit market. Under the guidance of Mr. Baijnath Choudhary, Mr. Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and Mr. Bimal Kumar Choudhary, Anmol has succeeded in maintaining a hold in the market very efficiently.

Products - Anmol offers its customers a wide variety of biscuits in various tempting flavors to suit all tastes. The consumers can take their pick from Glucose Biscuits, Coconut Biscuits, Buttermilk Biscuits, Chocolate Biscuits, Tea Biscuits, etc.

OBJECTIVES •

To create awareness about Anmol Biscuit`s product.

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To use my skills towards the marketing and sales promotion of Anmol biscuits.

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To apply the principles of “Team Work”.

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To increase the sales of Anmol Biscuits.

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To achieve the given target/tasks.

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To understand the working environment.

THREE C’S

The Company: “Anmol Biscuits Ltd” Marketing – Product portfolio- Anmol's product range includes Butter Bake, Gol Mol, Sweet and Salty Biscuits, Yummy Pure Chocolate Cream, Yummy Milk Cream, Yummy Coconut, Regency Square Marie, Glucose Shakti, Marie Biscuits, Coconutty Cookies as well as salty items such as Tip-Top Kajoos Kurkure Masala, Tip Top Six Bix, Cheez Bake and Salteez Salted biscuits. Distribution network - The Company is having a network of super stockiest, distributor and salesperson. Anmol has become one of the largest brands across the country having 110 Super stockiest, 2600 distributors & 250 sales people & present in about more than 4 lackhs retail shop. Pricing – The Company sets the price of their based on the competitor’s price. Pomotion strategies- From time to time the company is providing some schemes or rebats to customers or retailers. They make advertisement according to the convient of the people as well as the features of the product It also offers its dealers all-expenses-paid trips to various exotic locations in Europe and south east Asia based on their performance, thus, ensuring a wellgreased distribution channel. Customer service- 1. Launched Consumer Scheme in the period of March 06 to July 06 and also in the year Jan 09 to Jun 09. 2. Company is highly active in supporting social causes like: a) Road Safety b) School Promotion Market share- Anmol has a market share of close to 10 per cent in eastern India and 7 per cent in the whole of India. Anmol is looking at a turnover of Rs 239 crore end of this fiscal, and works through 2000 distributors with presence across 3 lakh retail outlets in India. The Company is having a market share of around 25-33% taking into consideration the factor like price, quality, and brand. Market share can also be evaluated on the area wise segmentation. For e.g, In Rourkela, Bus Stand area anmol is contributing only 5% of the market share as the major of the market share is divided among Mukund, Jaya etc.

Competition – The Company is facing competition form Britannia, Sunfeast, Parle-G, Mukund, Jaya, Sujata, Biskfarm in terms of price, quality, market share and most importantly brand. Many products can be compared with Anmol Biscuit.

The Customers – For understanding the customer first we have to know the product of the company. It offer a wide range of biscuits such as Cream Biscuit, Sweet Biscuit, Salted Biscuit, Cakes, Sweet and Salted Biscuit, Sugar Free Biscuit and Rusks which are manufactured using premium quality ingredients such as maida, sugar and vanaspathi, and are widely acknowledged across the globe for their excellent taste and variety of flavours. Apart from offering a range of biscuits it also offers a variety of food items that are shown below: Cream Biscuit

Fun Fill – Strawberry Cream Biscuit Fun Fill – Orange Cream Biscuit Yummy – Milk Cream Biscuit Fun Fill – Cream Biscuit

Sweet Biscuit

Thin Arrowroot Marie Marie Time Regency Dil Khush Dream Lite Pack Master

Salted Biscuit

Snackles Tip Top – Kaju Kurkure Tip Top – Six Bix Lemon Mazaa

Cakes

Yummy – Vanilla Cup Cake Yummy Tiffin Cake (Pineapple) Yummy Orange Cup Cake

Sweet and Salted Biscuit

Cream Cracker 2 in 1 Jadoo

Sugar Free Biscuit

Super Anmol-G Anmol-G MilkONut Gluco Shakti

Coconutty Rasks

Butter Bake Milkmade Butter Bake – Kaju Coco Bite Butter Kokonut

The customer is more concerned on the quality as well as cost aspect therefore the company aims at keeping the old customers as well as making new customers. The customers are segmented on the basis of geographic, age, income, social class, and psychographic. The consumers of Anmol biscuits mainly children but there are some products which are focused on each section of age group of people. There are certain products as family packs which are consumed by the family. The buying pattern of the customers regarding the Anmol products depends on the demand of the products by the population.

The Competition - Many products can be compared with Anmol Biscuit as they are similar. For e.g., 2 in 1 from Anmol its counterpart 3 in 1 from Mukund. Marie is common in almost every company and is produced under different names like Marie, Marie Time from Anmol; Marie gold form Britannia; Marie Light from Sunfeast. So in order to make the market of one product we have to fight with other similar product of different companies.

COMPETITOR

PRODUCT

Mukund

Marie

Britannia

Marie gold, Tiger biscuits, Milk Bikis

Biskfarm

Marie

Sunfeast

Marie Light

Parle-G

Hide&Seek

SWOT ANALYSIS Strength •

• • •

•

Fulfill one of our Basic Requirement among Air , Water , Food, Shelter Widely accepted in all Generations Easily available in various forms Provide good Instant Remedy for hunger in the form of readymade food

Weakness • • •

Decreases nutritional value Increases the cost of food product Industry and technology requires high investment

•

Regular usage of processed food can cause alteration in health

Preserves the non seasonal food and makes it available all throughout the year

Opportunities Increase economy of India • Generate employment opportunity • Good quality of Goods • Provide competition to foreign companies • Improve living standard • Provide goods to nation at cheaper rate •

•

Inflow of foreign reserve and funds for the govt.(taxes)

Threats • • • • •

Many companies are result oriented Increase in pollution Sometimes provide poor quality of product for more profit Lack of technology Unable to utilize all the resources efficiently

MISION&VISION We Desire to be in the pinnacle of the list, paying a firm attention, to the growth of the conglomerate. The value for life should always commemorate the path of growth. Our target is to attain the aspiration with global approach. Anmol delivers the best returns to the society, consumers, employees and stakeholders. There is a spontaneous upgrade of standard for the associates. Leveraging the asset to enhance the Group synergy and becoming globally cutthroat is the chosen route to sustain growth and long-term attainment.

BRAND SHOWCASE Anmol offers its customers a wide variety of biscuits in various tempting flavours suiting all tastes. The consumers can take their pick from Glucose Biscuits, Coconut Biscuits, Butter Biscuits, Cream Biscuits, and Tea Biscuits etc. with a vibrant variety of 23 brands, Anmol Biscuit is available in 42 SKUs.

QUALITY COMMITMENT Hygiene is a primary concern in Anmol. To maintain a germ free, harmless, quality food product, Anmol initiates lots of innovations and experiments. One of the leading biscuit manufacturers of India, Anmol biscuits has two state-of-the-art manufacturing units- one at Dankuni in West Bengal, and the other at Noida, near Delhi. The manufacturing units have been equipped with the latest modern machineries available in India, which facilitate in manufacturing uniform quality of biscuits. The Good Manufacturing Practices (GMP) and the Hazard Analysis of Critical Control Points (HACCP) are adapted at all the plants, along with the use of sophisticated packing machines and materials, ensure that each and every biscuit manufactured never fails to delight the customers with its taste and freshness. High quality products are delivered to the customers after undergoing stringent quality control tests. The quality control tests are done at every stage of biscuit-making, i.e., inspection of raw materials, processing and post-production goods by qualified personnel in well-equipped laboratories. The manufacturing units and the products of Anmol are BSI certified and the Company is ISO 22000:2005 certified. Anmol is also a member of Agriculture and Processed Food Exports Development Authority (APEDA) under the Ministry of Commerce, Government of India. The company is also a member of Federation of Indian Export Organisation. Recently the company has also received the HALAL Certificate.

TECHNOLOGY The Technology – Anmol Biscuits improved business performance through the implementation of SAP Business One. The reasons behind the implementation of SAP Business One were • • • • • •

Lack of integrated business data Non availability of updated data Loss of revenue Inadequate production planning Inefficient store management Overstocking of raw materials

The objective of the implementation of SAP Business One were • • • • •

Systemize operations Integrated management information systems Data consistency across various location Better control and tracking Improve flow of information

Implementation highlights • • •

Understanding of the implementation partner Strong support and commitment of the staff and management Planned approach

SAP was implemented because it was within budget and shorter implementation time required. The benefits of implementation of SAP solution to the company were • • • • • • • •

Availability of real time information Minimized manual processes Streamlining of core business process Better production planning and store management Transparency and visibility of inventory status Improved delivery chain Improved sales Enhanced efficiency in operation

•

Improved financial control

e-Tomato followed a planned approach for the implementation. They studied the organization structure and business processes, performed a system analysis, looked carefully at the company’s expectations and then proposed an implementation roadmap. The system was then configured. All the major modules including production, finance, sales, HR, quality, stores, sales and marketing were configured. Store transaction was integrated with the financial system. IBM servers were used and the partner provides the necessary onside and offsite support after implementation. Business One has integrated stores transaction with financials bring in better control and making each user point accountable for the lapsesthat might occur from time to time. Better information flow has improved delivery schedules. The system has improved customer responsiveness and sales have also gone up considerably, while, at the same time, reducing overheads.

ENVIRONMENT The Environment- It includes the micro as well macro environment. Micro environment includes:•

Suppliers

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Marketing Intermediaries

•

Customers

Macro environment includes:-

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Demographic environment – It includes Consumer groups like children (school going – teens), Young adult (19-30 years), Adults (35-50 years), Senior citizens.

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Economic environment- It includes general economy; business cycle which has four phases like growth/prosperity, recession, depression, recovery; buying power which includes the financial sources like income, wealth; willingness to spend. If there is a big economic downturn in the market then the customers will switch to cheaper options and will not buy expensive biscuits.

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Political- Running health campaign to discourage people from eating too many fatty foods. Governments are concerned of the obesity level in the population.

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Socio-Cultural environment. - It includes factors like health consciousness, career choices etc.

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Technology – It includes the R&D activity, rate of technological change, technology adopted by the competitor etc.

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Legal- It includes the acts like Prevention of Food and Adulteration (1954); Standard Weights and Measurement Act (1956); MRTP (1969) etc.

Factors like Consumer protection, State regulatory agencies, and Non-government regulatory agencies also influence the company.

AWARDS & HONOUR Anmol received National Manufacturing Award at New Delhi on 25th August, 2005.

TARGET/TASKS SET I have been assigned both target as well as tasks. Target given to me from college as well as company is in monetary terms. As far as task is concerned, it has been given to me by my company guide to do certain activities during my internship period. Target- From the company I have been given the target to generate sales of Rs. 1 Lac every month during my 3 months of internship period. That monthly target is divided into weekly target of Rs. 25,000 per week by my faculty guide. Tasks- Some tasks have been assigned to me from my company guide were •

Sales promotion of company`s new and existing products.

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Watch on the working of distributors.

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Make new customers.

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Systematic working.

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Market research in the form survey, competitor`s knowledge etc.

Update: Weekly target is increased to Rs. 50,000 and accordingly monthly target is also increased to Rs. 2 Lac. I have also been assigned a new task to achieve weekly target by promoting the sales of Marie Time, Marie and Cakes. Overall there was a target to sell products of Rs. 6 Lac within 3 months of my internship program.

STRATEGY ADOPTED Strategies are essential for achieving a given target/tasks. The major strategies used by me are as follows: •

Pull-Push- Pull strategy is basically directed towards customers. Either there is a movement from the customer side or from our side. As a result demand for the product affects in the form of increase in sales. Where as push strategy is directed toward making new distributors. As a result market coverage increases.

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Price discount- Here products are offered to the customers at a discount on the normal selling price. Distributors in Rourkela market gives 3% discount on the normal selling price of the product.

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Replacement- Here damaged pieces are replaced by us (if any).

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Installment offers- Here products are offered at down payment and customers are allowed to pay the remaining amount on an installment basis.

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Consumer contest- Time- to- time customers are made aware about utilizing the retailer scheme option.

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Free gifts/samples- Here customers are provided with free gifts like pocket diary, key ring etc in order to motivate them to place order.

Other strategies that are used were as follows:

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Market Research- It was done in the form of surveys, observation of the competitor’s strategies etc.

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Concept and Idea generation- It was done by giving new ideas to both the customers as well as to the distributors.

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Motivational factor- It was used by spending, favoring their opinion, etc.

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Communication- It was used through activities like follow up, advertising, public relation personal selling, feedback etc.

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Situation Specific- It was done by handling objections, accepting challenges, adapt/overcome. Week no.

Strategies

1

Collected existing database and also gone for surveys. Anywhere I visited at all the time I was holding a pack of Anmol`s new product.

2

Focused on the target/tasks given to me. Used new ideas for generating sales. Advertising was also done.

3

Used motivation as a tool to make the distributor visit more shops although failed but their effort towards their work was increased as a result sales increased. Also applied my knowledge of 3CET & SWOT ANALYSIS report.

4

Emphasis was on time management, communication in the form of follow –up. Also started visiting the counters alone, knowing their problems, taking order.

5

Being situation specific. Making my own bid plan which will be suitable for achieving the target/tasks plus the management of distributors.

6

Approached to 2 new retail shops and also 1distributor approached to me regarding the distributorship of Anmol Biscuits. That distributor asked me regarding the advantages of taking the distributorship of Anmol. This week I used the pull-push strategy.

7

Used strategies like adapt/overcome as well as pull strategy as a result started transaction in 2 new retail shops and also sales increases in some areas.

8

Used survey as a tool and approached 3 new

shops and successfully made them as customers. Also used free gift as a strategy for pushing up the sales. 9

Got opportunity to work with the company guide. Handled objection regarding the activity of the salesperson not giving a proper bill.

10

Used concept and idea generation as a strategy to motivate the distributor to continue their work even if the salesperson is absence. Experienced order system work.

11

Used question handling as a strategy. Also done market survey, taking feedback fro the customers.

12

Used market survey, communication, handling objection also taking feedback from the shop owners regarding the activities of the salesperson as well as the distributor.

ANALYSIS OF PERFORMANCE vs. TARGET Week wise: Week no. 1 2 3 4 5 6 7 8 9 10 11 12

Target (in terms of Rs.) 25,000 25,000 25,000 25,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000

Achieved (in terms of Rs.) 0 38,209 39,442 73,508 56,673 64,935 67,750 71,321 54,982 56,811 1,03,316 62,332

(Table showing weekly target achievement)

Percent of achievement (%) 0 153 158 294 113 130 136 143 110 114 207 125

(Diagrammatic representation of table)

Week no. 1 2 3 4 5 6 7 8 9 10 11 12

Percent of achievement (%) 0 153 158 294 113 130 136 143 110 114 207 125

(Table showing weekly % achievement)

(Diagrammatic representation of table)

Month wise: Month no. 1 2 3

Target (in terms of Rs.) 2,00,000 2,00,000 2,00,000

Achieved (in terms of Rs.) 2,07,832 2,58,988 2,22,459

(Table showing monthly target achievement)

Percent of achievement (%) 104 129 111

(Diagrammatic representation of table)

Month no. 1 2 3

Percent of achievement (%) 104 129 111

(Table showing monthly % achievement)

(Diagrammatic representation of table)

Overall: Target (in terms of Rs.) 6,00,000

Achieved (in terms of Rs.) 6,89,279

Percent of achievement (%) 115

(Table showing overall target achievement)

(Diagrammatic representation of table)

PROBLEMS / CONSTRAINTS / LIMITATIONS Many barriers were faced in my 3 month of IP. Some of them are as follows: •

Low market coverage area by distributors- As the condition is worst the distributors are covering fewer shops which ultimately affect the demand of the product and also the sales.

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Lack of time management-This happens in the way of the dispatch of the vehicle from the warehouse.

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“No “means “no”- Once a shop owners tell they won`t keep the product it find difficult to convince them.

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Obstacles in terms of Schemes, discounts, offers- During my IP I came to know that fewer shop owners are unaware of the latest scheme which the company has launched.

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Seasonal demand problem-As I was doing my work in summer I also came to know that biscuit industry is also affected by seasonal demand. During summer the demand is low as compared to winter.

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Change in taste and preference pattern- As there is a change in taste and preference in the customers so their opinion also shifts to another company form time to time as a result sales decreases for certain products.

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Lack of responsibility- I also notice that nobody take responsibility. For e.g, if a shop is not visited for 2 weeks then they continue to do the same activity as a result I have to face complains form the shop owners and also almost we have lost one of our existing customers.

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Language barrier- In the form of oriya.

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Similar type plus new products of other companies- Most of the company produces similar product so there are similar products under different brand names. For e.g, Anmol`s coconutty is facing competition from Mukund`s coco bite.

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Lack of media approach- This happens in the form of Advertisement, banners etc.

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No credit system from distributors - As the distributor don`t extend the credit period so some shop owners take this personally.

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Strange trend of the customers- I also noticed that as this is the last month of the retailer`s scheme then also some shop owners are not placing heavy orders and at the end they go for flattery in the form of asking for some help form the company representative.

LEARNING IN THE EXECUTIVE TRAINING Achieving target is difficult but not impossible. Generally doing direct marketing is a difficult task but this is the only field where one person can learn so many things like customer behavior, attitude, responses, understanding his needs and want. Working with different situation it’s enhancing our skills, knowledge, and physical with mental ability to work with stressful situation and challenging environment. Target makes us more carrier focused, responsible and to work with work pressure. It is a result oriented function so it create a awareness to finish that target within the assigned time, it has a great impact on the students to became a professional To fulfill the target task is the most important component, implemented, and administrated benefit programs leads to achieving target. Do the task properly is improving our managerial skills, interpersonal skill. The main aim of target and task is to know how in future we will manage our subordinate. Overall it’s preparing us to achieve our future goals it is providing us a platform to stand, to sell our knowledge, and to compete with the coming market.

CONCLUSION It is a good opportunity given to me through INC system to utilize my three month time toward a prospering company like Anmol Biscuits Limited. Within my first month of Summer Internship Program (S.I.P) I came across to different types of persons in the form of distributors, salespersons, retailers, wholesalers and also to consumers. Some strange trend was also noticed by me. Many obstacles were faced by me during this period which made me stronger to achieve my target giving a boost to my creativity. Observation and also taking suggestions from my friends were also helpful to me up to certain extent. Time to time gong for surveys and other activities I was able to develop my own strategies Failures will be there but how to overcome those failures and turn them into your success in the true managerial skill which I am learning. The strategies use in this month may not work in next month. There will be addition and subtraction of strategies. The only thing that matters is the achievement of target/task. As far as target/tasks are concerned it will become tougher week by week opening doors to a whole new world making me capable to manage any situation without fear. Surely will develop managerial skills.