Sparsh%20apis%20main%20project.docx

CHAPTER – 1 INTRODUCTION

1.1 INTRODUCTION Apis India Limited was established in 1924. They are the third generation of Entrepreneurs with extensive hands on knowledge of the trade. An ISO – 22000, certification for documented procedure that applies to Food Safety framed by International body. The company has also got the famed ORGANIC, TUV, USFDA, KOSHER, EIC, APEDA, FMCG certification. Winner of Numerous Industry and Government of India awards for Honey Exports. Apis are ISO 22000 certified by Intertek, which is a documented procedure that applies to food Safety Management System framed by International body. APIS India is one of leaders in the field of organized Honey trade in India. With its a world class in-house facilities for testing lab; processing and filtration for honey. It has a state of art manufacturing facility spread in over 7 acre in Rorkee with a capacity to process over 100 tons of honey per day. With a mission to make pure and natural products a part of consumers everyday life the company has also forayed into Tea; Cookies, Pickles, Jam, Dates & Preserves considering the changing purchase dynamics & growing need of the quality branded packaged products. APIS India also provides specialized honey, which comprises ginger, lemon, organic, honey with nuts, and honey with comb and is the Winner of Numerous 1

International; Industry and Government Honey Exports. APIS India products have been benchmarked to meet all European Union and other International Standards. “APIS GROUP ALWAYS BELIEVES IN TAKING CHALLENGES HEAD ON & HAS GROWN ROBUSTLY TO BECOME A KNOWN PLAYER IN THE ORGANIZED HONEY TRADE”.

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1.2 APIS PRODUCT CATALOG FEATURES THE WORLD’S FINEST PREMIUM 1. HONEY

From our In-house laboratory and state of art processing plant maintaining its maximum nutritional value

2. Jam

Give a twist to your meals with the flavours of apple, pear, papaya, mango, orange and pineapple.

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3. PICKLES

Selected fruits and vegetables from across india to offer a unique taste and flavor. Apis pickles are a perfect mixture of spices, finest oils and fresh vegetables & fruits, which provide a much needed liveliness to your every meal.

4. TEA

Sourced from the best of gardens blended with the perfect taste and texture.

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5. PRESERVES

That is minimally filtered to provide you with maximum goodness and a pleasant aromatic flavor

6. DATES

Dates are a good source of various vitamins and minerals, energy, sugar, and fiber. It also contains calcium, iron, phosphorus, potassium, magnesium and zinc.

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CHAPTER – 2 ABOUT THE TOPIC

2.1 PROFILE OF THE ORGANIZATION • Apis India ltd has been operating in honey industry for last 2 decades but majorly in B2B exports and domestic private label. However In 2015 management decided to start and establish its own brand in the Indian market. 1st one & half year was spent more on the planning and hiring right senior management team. • Apis have been clocking a growth of 100% plus every year in our own brand segment and Apis command 30% to 40% outlet share in honey category in most of the Modern Trade chains. •

Apis are able to bring the oldest brand of honey to offer consumer value buying which was never done by category leaders in honey category in past. In very short span Company has been able to transform retail business from credit to cash & carry operations without compromising the growth.

• Apart from honey Apis have also added new product categories to your brand offing's

• Since last year Apis have launched 4 new categories Under the Apis brand name  Apis Vedic Kitchen (Ginger Garlic Paste). 6

 Apis Fruitilicious Jam  Apis Spicelicious Pickles range  Apis Dates rage. • Apis India Ltd. has clocked the topline figures of Rs.80cr in MRP terms(in our own brand),with a CAGR of 100% in last two years, Apis have around 1000 distributors and our products are placed on 2 Lac outlets(direct and Indirect coverage) all over India.

Core Brand USP. “Apis believe that product efficacy is our ultimate USP along with the value what Apis offer to our consumer.”

2018-19: Growth Plan To deliver the objective and caste our strategies, Apis propose to look over all Apis business under 2 clusters as below

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 Apis Focus-1 Market: Increase Brand Awareness/Brand Recall through NDP / Increasing Product depth in outlets/ Protect + Increase Market share/Increase brand Visibility  Apis Focus-2 Market: Increase Brand Visibility /Expand and Gain Market share

2.2 COMPETITION MAPPING A competition mapping is a visualization of the competitive position of firms, brands, products, services or locations. This is often a basic graph of two variables that customers consider when making a purchase. This kind of research is crucial to your success as a business because it arms you with the ability to quickly identify industry trends and adapt to competitor campaigns or strategies in order to maintain a foothold or out-compete them entirely.

How to Conduct a Competitive Analysis 1. Categorize your competitors. Whether you want to admit it or not, competitors are out there and they’re likely just as hungry as you are. This chapter details a simple, easy-to-use process that will help you conduct a competitor analysis that discovers and keep tabs on other retailers in your space.

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Afterward, you’ll be able to: 

Capitalize on their weaknesses and strengths to help start your business.



Have a better understanding of the landscape, plus learn how to best position your business for success.



Identify, understand and keep tabs on your competition so you never have to worry about them sneaking up behind you.

As you conduct your research, keep things organized in a spreadsheet or database. To start, track the basics; name of store, location, mission statement (if they have one), product offering, strengths and weaknesses of their business, and category of competition.

2. Examine your competitor’s website & customer experience. Once you’ve identified your competitors, you’ll want to analyze their websites. To start, take a close look at the following items: 

How solid is their product photography? How do they display their products and help communicate details?



How detailed are their product descriptions? What information do they include? What information is missing?



Where are their calls to action throughout the online shopping experience? Are they obvious or do they get lost due to a poor color scheme or positioning?



Are they trying to build an email list with a newsletter sign-up prompt? How prominent is it? 9

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Do they have a blog? How frequently do they post? What type of information do they tackle?



Is their site optimized for mobile?



What methods for contact do they offer? Do they have limited hours for phone support?



How long does it take them to respond to email, live chat and contact form submissions?



Do they have an abandoned cart saver feature? If so, at what cadence do they send the emails and what messaging is included?



What information is included in their marketing banners and callouts? This may help you start uncovering their competitive positioning within the market.



How frequently are they running promotions? What benefits do those promotions provide to their customers and potential shoppers, as well as their business?

3. Identify your competitor’s market positioning. By identifying your competitor’s positioning strategy, you’ll start to get a feel for your market’s demands and expectations. Take a look at their website and marketing messaging and ask the following: 

What are customers really buying from them? Are they going for price? Experience?



How are they differentiating their product from their competition? What features and benefits do they highlight the most in their marketing copy?



What makes their product or service unique (according to them)? 10

These questions will help you understand to whom your competitors are speaking and how they position themselves within the market, which will pay dividends as you work on how you’ll position yourself against or alongside them.

4. Take a peek at pricing. Your pricing strategy is going to be one of the most important aspects of your online business — and potentially a competitive advantage. There are several factors to be considered when setting prices for your products. The best place to start is to look at how your competitors have priced their products. You’ll learn what your target market is willing to pay and get an understanding of what prices might work well for your business.

5. Problem solve for shipping. As with pricing, at this point in time, you’ll just want to gather intel as to how your competition handles shipping, as well as how they communicate expectations.

6. Take a temperature check with reviews. This is just a no-brainer.

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Take the time to find as many reviews of your competitors as possible, including everything from product reviews on their website to business reviews on social media to comments left on their blog. Get a temperature check from their audience as to how healthy and client-centric their business is and decide if it’s a strength or weakness you can capitalize on. 7. Review social media. Looking at your competitors’ social media accounts has multiple benefits. If they have many followers, and especially if they are actively engaged, it’s a good sign that there is a market for your products. Plus you’ll get a good idea of how customers feel about their business, and see what works well and what doesn’t for engaging with your own client base. Of course, if a competitor does social really well, it also means that you’ll need to step up your game and come up with a new way of engaging your market — or possibly choose a different mix of customers all together. If your competitors don’t have a decent following, it could indicate that the market is weak, your target market doesn’t use social media, or simply that there is room for your business to take the lead at engaging with customers. 8. Use these bonus items and tools for competitive analysis. 

Get the gritty details: Want to know how long your competitors have been in business? How about the date they registered their domain, their contact information, server statistics and more? 12



See if they’re hiring: Find out what positions they’re hiring for, if any. This can indicate the health of the business, plus give you a feel for the company culture.



Find out about funding: Are they seeking additional funding? This can tell you how well they’re doing and give you ideas on how to position yourself. Be sure to look on Crunch base for their investment portfolio. Also, Check out places like Indiegogo and Kickstarter.



Stay updated: Google Alerts will send you email updates based on keywords. Setting up alerts for your competitors in addition to your own business will help you keep up with any news you need to know. Also set up alerts for industry terms to monitor new market developments that could affect your business.

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2.3 DISPLAY OUTLETS Visual merchandising or display outlets is the practice in the retail industry of developing floor plans and three-dimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as stores.

Techniques of display outlets • Interior displays In-store visual merchandising can be used to capture the attention of consumers whilst they are in the store, an essential component in the buying decision-making process. To capture the attention of the customer, the retailer must consider the customer's needs during this process. Factors that contribute to the overall in-store design include the store layout, store design, point of purchases displays, item display, assortment display, and signage.

• Store layout The layout of a store is a significant factor for the maintenance of a thriving business, which can help advance sales and profitability. An effective store layout encourages consumers to shop the entire store and view an extensive assortment of merchandise. The most common forms of store layouts include grid layout, racetrack layout and free form layout. Choosing a store layout depends on the type of store and the nature of the product sold. 14

• Mannequins Mannequins are used by apparel retailers to display their products in-store and in the window display. They are a tool used to show consumers what their products look like on a person. The mannequins will commonly be styled to match trends as well display the latest products available A study found that retailers projected an ideal image to consumers with the size and proportions of the mannequins. This is used to further reinforce the characteristics of their target market.

• Point of purchase display Merchandise must be visible, easy to access, and there must be a range of merchandise to choose from. Having visible merchandise is essential for retailers as consumers not only "buy what they see"[14] but are also able to tangibly engage with the physical product. This creates an emotional connection, which can drive the customer to purchase the product. The physical positioning of the product also increases visibility. Products at eye level also get more attention. “Eye level is buy level” . Considering these elements when merchandising gives the customer a sense of freedom of choice. "Less is more" is a key principle in visual merchandising. Although having a wide variety of stock and product options is important for consumers, it is also important not to overwhelm the consumer. Having too many choices can be confusing to consumers and that phenomena is referred to as the “tyranny of choice”. Arranging stock so it is not overcrowded, and limiting the amount of merchandise on the shop floor, are important aspects of merchandising. Over-crowded stores can create a sense of stress and anxiety, which does not encourage the consumer to shop the entire store. A limited product selection can make the purchasing decision easier

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• Bundling Bundling is promoting objects that work together as a set. It inspires people how to use the products in their lives and also makes complimentary product suggestions. The store has already done work in envisioning the look the items can used to achieve. Bundling also directs attention to specific products thereby limiting the product selection presented. • Atmospherics The atmospherics also have a large influence on the store environment. Atmospherics should all coordinate with each other to create a consistent ambiance and positively influence the consumer's shopping experience and buying decisionmaking process. Visuals such as light and display are not always enough to enhance the overall ambience of the store, and retain customer attention; therefore, other elements such as music and scents can be used.

• Light Light can be used in many ways in retail stores, from highlighting an object or area of a store to simply illuminate the entire store. Bright light can create a sense of honesty, positivity, and can promote impulse purchasing. Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more merchandise. The level of brightness in the store is a very important factor in consumer behavior and the retail environment, as rooms that have dim lighting are less arousing than more brightly lit spaces. Lighting can influence the customer's decision making, behavior, and also the overall spatial environment as lighting and ambiance are connected. 16

• Music The music played within a store can promote a brand's image, and can also aid consumers into making purchase decisions. Music that suits the style of the store and the target audience is an important factor to consider. Music with a slow tempo can cause the consumer to relax; therefore, they spend more time in the store. This leads to more contact with merchandise and increased purchasing. Having music, which is popular within the target market, can also encourage consumers to linger in the store longer.

• Exterior displays Exterior window displays can be used to sell product and entice customers into the store. An eye-catching, innovative window display can promote the brand image. It can be used to advertise. Windows can give consumers and by-passers understanding as to what goods are sold in store. They are also an effective way of promoting fashion trends and providing useful information to the target audience.

• Window display Visual merchandising is a multi-sensory tool used by retailers to catch the attention of customers and attract them into a store to make a purchase. The first piece of visual merchandising customers encounter with a brand is the window display. Window displays are used as an initial attraction to bring customers into a store and are also used as a marketing tool to communicate the brand's image to the consumers as well as to distinguish itself from its competitors.

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• Seasonal displays Adjusting window displays based on seasonal events, calendar dates, and consumerism-based holidays such as Christmas, Valentine's Day, and Father's Day can be a useful approach to encourage consumer purchasing. Choosing products that suit the season to display in the window can remind consumers to purchase gifts and provide gift ideas for the particular holiday.

• Fashion trends Window displays can be used to set trends; therefore, window display designers must always be one step ahead of trends and predict future fashion movements. The merchandise must be able to direct these trends to the target audience, and be able to communicate them in a way so the audience is able to understand. Clothing must be styled on mannequins appropriately with popular clothing to draw consumer attention to the store.

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2.4 DISPLAY OUTLETS IMAGES Lajpat Nagar

KAMAL AND KANDAHAR SUPER MARKET

KABUL CHAHARDHI SUPER MARKET

KEFAYAT SUPER MARKET

BALKH SUPER MARKET

ROSHAN GENERAL STORE

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BRIJWASAN

SHINGAPURA STORE

TILAK NAGAR

NEW SAHIB PANEER BHANDAR

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BHOGAL

NAWABI SUPER MARKET

AFGHANI BROS.

AMAN STORE

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GTB NAGAR

HANS MEDICOS

KUMAR GENERAL STORE

JAGADAMBA STORE

JAI MATADI POOJA STORE

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BHAJANPURA

JAIN AYURVEDIC

KESHAV STORE

NAND MEDICOS

NOORANI DAWAKHANA BHRAMPURI

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NAJAFGARH

SHUBHAM STORE

NAND MEDICOS RANA SUPER MARKET

BHEEMA KI DUKAAN

SHREE RADHEY PROVISIONAL STORE

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GOPAL STORE

BIG CART

BIG BAZAAR, GAGAN TRADERS

GIRAJ STORE

APNA BAZAAR

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2.5 VISION AND MISSION

 APIS VISION Strive together with passion, unity of purpose, and unconventional thinking, to be a dynamic front running brand, which is greatly valued & trusted for its efficacy.

 APIS MISSION To create groundbreaking, impressive products at the optimal cost through continuous value engineering, that sets the yardstick of worth & quality to consumer

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2.6BOARD OF DIRECTORS

DEEPAK ANAND, CHAIRMAN Apis Chairman is a third generation businessman & has run many a flourishing business in oil & gas and food industry. A true visionary he has been the guiding force behind the group. His passion for work and flair for new business has seen the company take many new initiatives in food industry

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AMIT ANAND, MANAGING DIRECTOR A Delhi University Graduate from Kirori Mal College in Commerce he spearheads key functions of Overall Plant Management; Human Resources; and Finance functions The Managing Director of the company the younger of the two siblings he has played the perfect foil to the elder in initiating the GREEN FIELD initiative of the factory in Roorkee. Leading from the front in all factory operations, a person with hand on person in executing all details at the plant level.

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VIMAL ANAND, NON-EXECUTIVE DIRECTOR A Delhi University graduate from Kirori Mal College in commerce. He saw an early need to become a lead player in the tradeoff Honey in the world. Driven by his passion and conviction in his belief and he was one of the few to receive a formal training in beekeeping and Honey processing from University of WarmiaOlystyn Poland. Beekeeping and Honey testing with a formal training in collection and use of other Bee products like Pollen, Propolis, Bee Venom and Bee Bread which are extremely useful as a natural source for Protein, antiseptic, having immense healing powers for human being. Slowly he built a global presence & a robust structure supported by a state of the art production factory sin India to cater to the global markets. His undeterred leadership and vision has led the company to reach the heights today in becoming a lead player in organized honey trade in the world With his open leadership styles he leads from the front and looks after the critical Sales, Marketing and Procurement functions of the company

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2.7 SWOT ANALYSIS STRENGTH  Maximum consumer offer.  QPS Scheme to marketer.  Offers display to the marketer.  Providing of advertisement tools.

WEAKNESS  Less brand recall.  Low consumer demand.  New brand due to which consumer doesn’t buy the product.  Marketer as well customers are not ready to buy new brand products.

OPPORTUNITY  New market can be explored.  To offer consumer goods & best price for the products.  Without brand recall, can’t compete with other brand products.

THREATS  Consumer buys only branded products like Dabur honey; Kissan jam; Tops pickles; Smith & Jones ginger garlic paste.  Quality issues in products can lead to consumers’ distrust towards Apis products.  Can’t provide offers and discounts to customers for lifetime.

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CHAPTER – 3 RESEARCH METHEDOLOGY

3.1 RESEARCH OBJECTIVE To visit the market and do competition mapping, checking the display of the Apis in the outlets and its brand recall in Delhi.

3.2 DEFINITION OF RESEARCH DESIGN Research is common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is a scientific investigation. The Advance Learner’s Dictionary of Current English lays down the meaning of research as “ a careful investigation or inquiry especially through search for new facts in any branch . “

3.3 RESEARCH METHODOLOGY It is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. The scope of research methodology is wider than of research method. In it , Apis study the various steps that are generally adopted for the research in studying his research problem along

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with the logic behind them. It is necessary for the researchers to know not only the research methods/techniques but also the methodology.

3.4 RESEARCH DESIGN Decisions regarding what, when, how much, by what means concerning an enquiry or a research study constitute a research design. “A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. “

3.5 TYPES OF RESEARCH DESIGN  Exploratory research design They are termed as formulative research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operational point of view.  Descriptive research design It includes survey and fact-finding enquires of different kinds. The major purpose of it is description of the state of affairs as it exists at present.

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3.6 SAMPLING  Sampling unit A decision has to be taken concerning a sampling unit before selection sample. It may be a geographical one such as state, district, village, etc, or a construction unit such as house, flat, etc, or may be an individual. The researcher will have to decide one or more of such units that he has to select for his study.  Sample technique In non-probability sampling technique the chances of selection of all elements of population are not equal and convenience sampling method means sample drawn at the convenience of the intervieApisr people tend to makes the selection at familiar location and choose respondents who are like themselves.

3.7 SOURCES OF DATA  Primary data They are those which are collected afresh and for the first time, and thus happen to be original in character. Apis collect primary data during the course of doing experiments in an experimental research but in case Apis do research of the descriptive type of performs surveys. Here the primary data will be collected by means of preparing a questionnaire and getting it filled by a large sample space.

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These questionnaires will help in drawing conclusions about the case.  Field survey  Personal interview (Questionnaire)

 Secondary data It means data that are already available i.e. they refer to the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data then he has to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may be either published or unpublished data.  Internet  Database

HENCE, FOR MAKING THIS PROJECT, PRIMARY DATA HAS BEEN USED.

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CHAPTER – 4 DATA ANALYSIS AND INTERPRETATION

MARKET VISIT DATA ANALYSIS AND INTERPRETATION

1. APIS PRODUCT PURCHASED BY SHOPKEEPER PALAM

PRODUCT PURCHASED BY SHOPKEEPER 0%

YES

NO

100%

Fig 4.1.1. Apis products purchased by shopkeepers for Palam outlets Here, every outlet has purchased the Apis products at least once, especially honey.

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TILAK NAGAR

PRODUCT PURCHASED BY SHOPKEEPER 0%

YES

NO

100%

Fig 4.1.2. Apis products purchased by shopkeepers for Tilak Nagar outlet Here, every outlet has purchased the Apis products at least once, especially honey.

LAJPAT NAGAR

PRODUCT PURCHASED BY SHOPKEEPER 47% 53%

YES

NO

Fig 4.1.3. Apis products purchased by shopkeepers for Lajpat Nagar outlet Here, 14 outlets have only purchased the Apis products at least once, especially honey. These outlets are the Afghani outlets but no Indian outlets shopkeepers are ready to buy any of the Apis products because of no demand among their Indian customers. 5 of the Afghani outlets are the display outlets of the Apis products.

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BRIJWASAN

PRODUCT PURCHASED BY SHOPKEEPER 4% YES NO 96%

Fig 4.1.4. Apis products purchased by shopkeepers for Brijwasan outlet Here, every outlet has purchased the Apis products at least once, especially ginger garlic paste, except 1 outlet.

BHOGAL

PRODUCT PURCHASED BY SHOPKEEPER 24% YES

NO 76%

Fig 4.1.5. Apis products purchased by shopkeepers for Bhogal outlet Here, only 5 outlets have only purchased the Apis products at least once, especially honey. Other outlets mainly deal in branded product, that’s why they aren’t ready to buy any new brand’s product.

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NAJAFGARH

PRODUCT PURCHASED BY SHOPKEEPER 0% YES NO

100%

Fig 4.1.6. Apis products purchased by shopkeepers for Najafgarh outlet Here, every outlet has purchased the Apis products at least once

GTB NAGAR

PRODUCT PURCHASED BY SHOPKEEPER 32%

YES 68%

NO

Fig 4.1.7 Apis product purchased by shopkeeper for GTB Nagar outlet Here, 21 outlets have purchased the Apis products at least once, especially honey. Other outlets mainly deal in branded product, i.e. they aren’t ready to buy any new brand’s product.

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BHAJANPURA

PRODUCT PURCHASED BY SHOPKEEPER 0%

YES NO 100%

Fig 4.1.8. Apis product purchased by shopkeeper for Palam outlet Here, all 14 outlets have purchased the Apis products at least once, especially honey.

2. DISPLAY OF APIS PRODUCTS PALAM

DISPLAY FOR APIS PRODUCTS 0% NO 100%

YES

Fig 4.2.1.Display of Apis productsin Palam outlets Here, no outlet was having the display for Apis products.

TILAK NAGAR 39

DISPLAY FOR APIS PRODUCTS 0%

NO YES 100%

Fig 4.2.2. Display of Apis products in Palam outlets Here, no outlet was having the display for Apis products.

LAJPAT NAGAR

DISPLAY FOR APIS PRODUCTS

38%

NO 62%

YES

Fig 4.2.3. Display of Apis products in Palam outlets Here, only 5 outlets are having the display for Apis products. Those outlets are the Afghani outlets.

BRIJWASAN 40

DISPLAY FOR APIS PRODUCTS 4% NO YES 96%

Fig 4.2.4. Display of Apis products in Palam outlets Here, only 1 outlet was having the display for Apis products.

BHOGAL

DISPLAY FOR APIS PRODUCTS 19%

NO 81%

YES

Fig 4.2.5. Display of Apis products in Palam outlets Here, only 3 outlets are having the display for Apis products. Those outlets are the Afghani outlets.

NAJAFGARH

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DISPLAY FOR APIS PRODUCTS

NO

48% 52%

YES

Fig 4.2.6. Display of Apis products in Palam outlets Here, 12 outlets are having the display for Apis products.

GTB NAGAR

DISPLAY FOR APIS PRODUCTS 10% NO YES 90%

Fig 4.2.7. Display of Apis products in Palam outlets Here, only 4 outlets are having the display for Apis products. One display outlet was closed that’s why it is not included.

BHAJANPURA 42

DISPLAY FOR APIS PRODUCTS 10%

NO YES 90%

Fig 4.2.8. Display of Apis products in Palam outlets Here, only 4 outlets are having the display for Apis products.

3. PROBLEM IN APIS PRODUCTS PALAM

PROBLEM IN APIS PRODUCTS NO Quality issue in dates Semi purification of ginger garlic paste Less demand of honey

19% 6% 13%

62%

Fig 4.3.1.Problems faced by shopkeeper for Palam outlet Here most of the outlets don’t have any issue with Apis products. But a few of them have problems like quality issue in dates (2 outlets), semi-purification of ginger garlic paste (1 outlet), less demand of honey (4 outlet).

TILAK NAGAR 43

PROBLEM IN APIS PRODUCTS 20%

NO Taste issue in pickle and Less demand of pickle

80%

Fig 4.3.2. Problems faced by shopkeeper for Tilak Nagar outlet Here most of the outlets don’t have any issue with Apis products. But a few of them have problems with the taste of pickle and have less demand of pickle (6 outlets).

LAJPAT NAGAR

PROBLEM IN APIS PRODUCTS NO 37%

Quality issue in dates and less margin

53%

Less demand of honey 10%

Fig 4.3.1. Problems faced by shopkeeper for Lajpat Nagar outlet Here most of the Afghani outlets have no issue with Apis products. But a 3 of them have problems like quality issue in dates and less margin in dates. But no Indian outlets have not purchased any of the Apis products due to less demand.

BRIJWASAN

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PROBLEM IN APIS PRODUCTS 11% 27%

NO Less demand of pickle Less demand of honey Less demand of jam

54%

8%

Fig 4.3.1. Problems faced by shopkeeper for Brijwasan outlet Here some of the outlets don’t have any issue with Apis products. But some of them have problems with the demand of the Apis products like honey, pickle and jam due to their taste.

BHOGAL

PROBLEM IN APIS PRODUCTS NO 31%

Less demand of Apis products

69%

Fig 4.3.1. Problems faced by shopkeeper for Bhogal outlet Here, 3 Afghani outlets and 2 Indian outlets have no issue with Apis products. But other outlets are not ready to buy products due to less demand of Apis products.

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NAJAFGARH

PROBLEM IN APIS PRODUCTS 22%

NO

slow sale of Apis products

78%

Fig 4.3.1. Problems faced by shopkeeper for Najafgarh outlet Here, no outlet is having any issue with Apis products. But a few of them are having slow sale of Apis products due to less brand recall.

GTB NAGAR

PROBLEM IN APIS PRODUCTS 32%

23% 23%

6%

16%

NO Less demand of Apis honey due to off season less demand of jam, GGPs and pickle due to less brand recall less demand of dates due to off season less demand of apis products due to less brand recall

Fig 4.3.1. Problems faced by shopkeeper for GTB Nagar outlet Here, 7 outlets have no issue with Apis products. But other outlets are not ready to buy products due to less brand recall of Apis, less demand of honey and dates due to off season.

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BHAJANPURA

PROBLEM IN APIS PRODUCTS NO

14% 14%

Less demand of Apis honey due to off season

72%

Fig 4.3.1. Problems faced by shopkeeper for Bhajanpura outlet Here, 10 outlets have no issue with Apis products. But other outlets have a problem in selling Apis products due to less brand recall and off season of honey.

4. MOST SELLING APIS PRODUCT PALAM

MOST SELLING APIS PRODUCT 9%

5%

Honey Jam Pickle Ginger garlic paste dates

16% 64% 6%

Fig 4.4.1.Most selling Apis product for Palam outlet Honey is the most selling Apis product in Palam with 61 pieces.

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TILAK NAGAR

MOST SELLING APIS PRODUCT 6%

0%

Honey

9%

Jam Pickle

85%

Ginger garlic paste

Fig 4.4.2. Most selling Apis product for Tilak Nagar outlet Honey is the most selling Apis product in Tilak Nagar with 265 pieces and covering more than 75% of the market.

LAJPAT NAGAR

MOST SELLING APIS PRODUCT 11% 10%

Honey

4%

Jam

7%

Pickle

68%

Ginger garlic paste

Fig 4.4.3. Most selling Apis product for Lajpat Nagar outlet Honey is the most selling Apis product in Lajpat Nagar with 307 pieces.

48

BRIJWASAN

MOST SELLING APIS PRODUCT 7% 15%

Honey

3%

Jam

4%

Pickle

71%

Ginger garlic paste

Fig 4.4.4. Most selling Apis product for Brijwasan outlet Ginger garlic paste is the most selling Apis product in Brijwasan with 475 pieces and covering around 75% of the market.

BHOGAL

MOST SELLING APIS PRODUCT Honey Jam

42%

49%

Pickle Ginger garlic paste dates 3%

2% 4%

Fig 4.4.5. Most selling Apis product for Bhogal outlet Dates are the most selling Apis product in Bhogal with 97 pieces but Apis products Apis are available only in 5 outlets.

49

NAJAFGARH

MOST SELLING APIS PRODUCT Honey Jam

42%

49%

Pickle Ginger garlic paste dates 3%

2% 4%

Fig 4.4.6. Most selling Apis product for Najafgarh outlet Dates are the most selling Apis product in Najafgarh with 97 pieces.

GTB NAGAR

MOST SELLING APIS PRODUCT Honey

15%

5%

Jam 7% 5%

Pickle Ginger garlic paste

68%

dates

Fig 4.4.7. Most selling Apis product for GTB Nagar outlet Honey is the most selling Apis product in GTB Nagar with 71 pieces but can try to contribute more in the market. 50

BHAJANPURA

MOST SELLING APIS PRODUCT 2%

3%

4% 5%

Honey Jam Pickle Ginger garlic paste 86%

dates

Fig 4.4.8. Most selling Apis product for Bhajanpura outlet Honey is the most selling Apis product in Bhajanpura with 239 pieces.

5. LEAST SELLING APIS PRODUCT PALAM

LEAST SELLING APIS PRODUCT 9%

5%

Honey Jam Pickle Ginger garlic paste dates

16% 64% 6%

Fig 4.5.1. Least selling Apis product for Palam outlet Dates are the least selling Apis product in Palam with 5 pieces only.

51

TILAK NAGAR

LEAST SELLING APIS PRODUCT 6%

0% 9%

Honey Jam Pickle

85%

Ginger garlic paste

Fig 4.5.2. Least selling Apis product for Tilak Nagar outlet Pickle is the least selling Apis product in Tilak Nagar with 1 pieces only, available in 1 outlet only.

LAJPAT NAGAR

LEAST SELLING APIS PRODUCT 11%

Honey

10%

Jam

4% 7%

Pickle

68%

Ginger garlic paste

Fig 4.5.3. Least selling Apis product for Lajpat Nagar outlet Pickle is the least selling Apis product in Lajpat Nagar with 17 pieces only.

52

BRIJWASAN

LEAST SELLING APIS PRODUCT 7%

Honey 15%

2%

Jam

4%

Pickle Ginger garlic paste

72%

dates

Fig 4.5.4. Least selling Apis product for Brijwasan outlet Jam is the least selling Apis product in Brijwasan with 10 pieces only.

BHOGAL

LEAST SELLING APIS PRODUCT Honey Jam

42%

49%

Pickle Ginger garlic paste dates 3%

2% 4%

Fig 4.5.5. Least selling Apis product for Bhogal outlet Pickles are the least selling Apis product in Bhogal with 5 pieces only.

53

54

NAJAFGARH

LEAST SELLING APIS PRODUCT Honey Jam

42%

49%

Pickle Ginger garlic paste dates 3% 2% 4%

Fig 4.5.6. Least selling Apis product for Najafgarh outlet Pickles are the least selling Apis product in Najafgarh with 5 pieces.

GTB NAGAR

LEAST SELLING APIS PRODUCT Honey

15%

5%

Jam 7%

5%

Pickle Ginger garlic paste

68%

dates

Least selling Apis product for GTB Nagar outlet Jam is the least selling Apis product in GTB Nagar with 5 pieces only.

55

Fig 4.5.7.

BHAJANPURA

LEAST SELLING APIS PRODUCT 3% 2%

4% 5%

Honey Jam Pickle Ginger garlic paste 86%

dates

Fig 4.5.8. Least selling Apis product for Bhajanpura outlet Jam is the least selling Apis product in Bhajanpura with 7 pieces only.

56

6. PREFERENCE TO CUSTOMER PALAM Dates: Apis – 5  Date Crown – 2  Sanjay Dates – 4

PREFERENCE 36%

46%

Apis Date Crown Sanjay Dates

18%

Fig 4.6.1.Preferences for datesto customer by shopkeeper for Palam outlet There is no much sale of dates of any brand in Palam due to less customer demand. Then also, Apis dates have managed to be the top preference for the customer.

57

Honey: Apis – 61  Dabur – 149  Patanjali – 54  Zandu – 14  Madhu – 2

1%

No. of pcs

5%

Apis

22% 19%

Dabur Patanjali

Zandu 53%

Madhu

Fig 4.6.2. Preferences for honey to customer by shopkeeper for Palam outlet In case of honey, Dabur honey is ruling the market with 149 pieces and the most preferred honey to the customer. Apis honey is on the second position and is not even closer to the Dabur because of less brand recall and not much demand by the consumer.

58

Ginger Garlic Paste: Apis - 8  Smith & Jones - 12  Nilon’s - 6  Dabur Homemade - 3  Babiano - 1  Mother’s recipe - 7

PREFERENCE Apis 19%

3%

Smith & Jones

22%

Nilon's 8%

Dabur Homemade 16%

32%

Babiano Mother's Recipe

Fig 4.6.3. Preferences for ginger garlic paste to customer by shopkeeper for Palam outlet Ginger Garlic Paste is not much used in Palam. So, the Apis are available in limited number of outlets. In those outlets, Smith & Jones is leading and most preferred ginger garlic paste, followed by Apis on second position. Babiano ginger garlic paste was an older piece which was not purchased by the consumer.

59

Pickles: Apis - 15  Tops - 79  Joi - 4  Nilon’s - 45  Rakesh - 8  Patanjali - 5  Fun Top - 22

PREFERENCE 3%

12%

9%

5%

25%

44%

Apis

Tops

Joi

Nilon's

Rakesh

Patanajali

Fun Top 2%

Fig 4.6.4. Preferences for pickles to customer by shopkeeper for Palam outlet In case of pickles, Apis stands on fourth position. Due to problem in taste, consumer does not the Apis pickle. Tops is most selling and preferred pickle in Palam followed by Nilon’s then Fun Top and then comes the Apis. With good brand recall and consumer offer, Tops is the leading pickle in the Palam.

60

Jam: Apis – 6  Kissan – 63  Tops – 14  Fun Top – 8  Nilon’s - 2

PREFERENCE 2% 9%

Apis

6%

Kissan

15%

Tops Fun Top 68%

Nilon's

Fig 4.6.5 Preferences for jam to customer by shopkeeper for Palam outlet In case of jam, Kissan jam is most demanded and preferredjam in Palam. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering almost 75% of the market. Apis is on the fourth position with only 6 pieces as Apis jam doesn’t have pull power like the Kissan have.

61

TILAK NAGAR Honey: Apis – 265  Dabur – 113  Patanjali – 46  Hitkari – 16  Royal Bee – 12  Sri Sri – 4

3% 3%

PREFERENCE 1%

Apis Dabur

10%

Patanjali 25%

Hitkari

58%

Royal Bee Sri Sri

Fig 4.6.6. Preferences for honey to customer by shopkeeper for Tilak Nagar outlet Apis Honey is most selling and preferred honey in this market with different consumer offers and different stock keeping unit, covering more than 50% of the market.

62

Ginger Garlic Paste: Apis – 29  Smith & Jones – 165  Dabur Homemade – 10  Regal Kitchen – 86  Mother’s recipe - 27

PREFERENCE 3%

Apis

9% 9%

Smith & Jones Regal Kitchen

27%

Dabur Homemade

52%

Mother's Recipe

Fig 4.6.7 Preferences for ginger garlic paste to customer by shopkeeper for Tilak Nagar outlets In case of ginger garlic paste, Smith & Jones is leading and most preferred ginger garlic paste, followed by Regal Kitchen on second position. Apis ginger garlic paste was at third position with only 29 pieces in different stock units.

63

Pickles: Apis - 1  Tops – 79  Haldiram – 4  Nilon’s - 42  Mother’s Recipe - 24  Pooja - 12  Fun Top - 4

PREFERENCE 2%

1% Apis

7%

Tops

15%

Haldiram 48%

Nilon's Mother's Recipe

25%

Pooja Fun Top 2%

Fig 4.6.8. Preferences for pickles to customer by shopkeeper for Tilak Nagar outlets In case of pickles, Apis doesn’t stand with its competitors with 1 piece only. Due to problem in taste, consumer does not purchase the Apis pickle. Tops pickles are the most selling and preferred pickle in Tilak Nagar followed by Nilon’s on second position. With good brand recall and consumer offer, Tops is the leading pickle in the Tilak Nagar.

64

Jam: Apis – 19  Kissan – 71  Tops – 21  Patanjali – 1  Fun Top – 1  Mala - 1

PREFERENCE 1%

1%

1%

Apis 18%

17%

Kissan Tops Fun Top Patanjali

62%

Mala

Fig 4.6.9. Preferences for dates to customer by shopkeeper for Tilak Nagar outlet In case of jam, Kissan jam is most demanded and preferred product in Tilak Nagar. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering more than 5o% of the market. Apis is on third position with 19 pieces as it doesn’t have much customer demand and was available only in 1 stock keeping unit i.e. 500g.

65

LAJPAT NAGAR Dates: Apis – 50

 Al-olaa – 7

 Date Crown – 31

 Fits Dates – 10

 Aammin – 19

 Lyna – 3

 Emperor Dates – 9

 Safawi - 9

PREFERENCE 2% 7%

Apis

Date Crown

Aammin

Emperor Dates

Al-olaa

Fits Dates

Lyna

Safawi

7% 36%

5% 7% 14% 22%

Fig 4.6.10. Preferences for dates to customer by shopkeeper for Lajpat Nagar outlet Apis dates are the most selling dates in Afghani outlets of Lajpat Nagar. But no Indian outlets Apis are selling. Then also, Apis dates are ruling in this market and is mainly preferred by the shopkeepers.

66

Honey: Apis – 307

 Nature’s Treat – 6

 Dabur – 156

 Rasna – 24

 Patanjali – 30

 Himgiri – 20

 Zandu – 1

 Pride – 1

 Hitkari – 126

 Mehsons – 4

 Gangotri – 8

 Pureland - 1

 Gala – 13 2% 1%

0% 1% 0% 1% 3%

4%

18%

PREFERENCE

44%

0% 4% 22%

Apis

Dabur

Patanjali

Zandu

Hitkari

Gangotri

Gala

Nature's Treat

Rasna

Himgiri

Pride

Mehsons

Pureland

Fig 4.6.11. Preferences for honey to customer by shopkeeper for Lajpat Nagar outlet In case of honey, Apis honey is ruling the market with 307 pieces and is most preferred honey in Lajpat Nagar. Dabur honey is on the second position and is not even closer to the Apis because of more offers and more usage of honey by Afghani customers.

67

Ginger Garlic Paste: Apis - 47

 Dabur Homemade - 50

 Smith & Jones - 53

 Shudh - 10

 Kiz - 8

 Mother’s recipe - 13

PREFERENCE 6%

Apis 7%

Smith & Jones

26%

Kiz 28%

Dabur Homemade Shudh

29%

Mother's Recipe

4%

Fig 4.6.12. Preferences for ginger garlic paste to customer by shopkeeper for Lajpat Nagar outlet Ginger Garlic Paste is not much used by Afghani customers due to their own taste and flavours. So, the Apis are available in limited number of Afghani outlets. In those outlets, Smith & Jones is leading and most preferred ginger garlic paste, followed by Dabur Homemade on second position. Apis ginger garlic paste was at third position with 47 pieces which Apis are available only in Afghani outlets, not in Indian outlets. Then also, Apis ginger garlic paste was able to give a tough competition to its competitors.

68

Pickles: Apis - 17  Tops - 85  Nature’s Treat - 64  Pachranga - 11  Mother’s Recipe - 74

PREFERENCE Apis

7% 29%

Tops 34%

4%

Nature's Treat Pachranga

26%

Mother's Recipe

Fig 4.6.13. Preferences for pickles to customer by shopkeeper for Lajpat Nagar outlet In case of pickles, Apis stands on fourth position. Due to different taste of Afghani customers and no demand of customers in Indian outlets, consumer does not buy the Apis pickle. Tops pickle are the most selling and preferred pickle in Lajpat Nagar followed by Nilon’s then Fun Top and then comes the Apis. With good brand recall and consumer offer, Tops is the leading pickle in the Lajpat Nagar.

69

Jam: Apis – 32

 St. Dalfour – 22

 Kissan – 67

 Punito – 5

 Tops – 18

 Mackay – 20

 Cremica – 33

 Mapro - 17

 Mala – 29

PREFERENCE 7% 2%

8%

9% 28% 12%

14%

Apis

Kissan

Tops

Cremica

Mala

St. Dalfour

Punito

Mackay

13%

7%

Mapro

Fig 4.6.14. Preferences for jam to customer by shopkeeper for Lajpat Nagar outlet In case of jam, Kissan jam is most demanded and preferred product in Lajpat Nagar. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering almost all the outlets. Apis is on third position with only 33 pieces as Apis jam doesn’t have pull power like the Kissan have.But other than Kissan, it is able give competition to its other competitors.

70

BRIJWASAN Honey: Apis – 101  Dabur – 173  Patanjali – 115  Zandu – 8  I-flow – 39  Rasna – 7

PREFERENCE 1% 2%

9%

Apis Dabur

23%

Patanjali

26%

Zandu i-flow

39%

Rasna

Fig 4.6.15. Preferences for honey to customer by shopkeeper for Brijwasan outlet In case of honey, Dabur honey is ruling the market with 173 pieces and is most preferred honey by the shopkeepers to their customers. Apis honey is on the third position with 101 pieces, behind Patanjali honey, due less brand recall and not much demand by the consumer but has the ability to compete with its competitors.

Ginger Garlic Paste:71

 Apis – 475  Smith & Jones – 97  Regal Kitchen – 10  Nilon’s - 5

PREFERENCE 1% 13%

Apis Smith & Jones

14%

Regal Kitchen 72%

Nilon's

Fig 4.6.16. Preferences for ginger garlic paste to customer by shopkeeper for Brijwasan outlet

In case of ginger garlic paste, Apis is leading with 475 pieces and most preferred ginger garlic paste, followed by Smith & Jones on second position, not even closer to Apis. Some outlets Apis are out of stock, then also, Apis ginger garlic paste with different stock keeping unit and offer is ruling the market.

Pickles:-

72

 Apis – 24  Tops – 232  Nilon’s - 12  Patanjali – 17  Fun Top – 25

PREFERENCE 4% 5%

8% 8%

Apis Tops patanjali Nilon's

75%

Fun Top

Fig 4.6.17. Preferences for pickles to customer by shopkeeper for Brijwasan outlet In case of pickles, Apis doesn’t stand with its competitors with 24 pieces only. Due to problem in taste, consumer does not purchase the Apis pickle. Tops pickle are the most selling pickle in Brijwasan. With good brand recall and consumer offer, Tops pickles are the leading pickle in the Brijwasan.

Jam:73

 Apis – 10  Kissan – 150  Tops – 116  Patanjali – 34  Fun Top – 3  Nilon’s - 30

PREFERENCE 3%

Apis

9%

1%

Kissan

10% 43%

34%

Tops Fun Top

Patanjali Nilon's

Fig 4.6.17. Preferences for jam to customer by shopkeeper for Brijwasan outlet

In case of jam, Kissan jam with 150 pieces is the most demanded and preferred product in Brijwasan. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall. Apis with 10 pieces only, is not able to give competition as it doesn’t have much customer demand and was available only in 1 stock keeping unit i.e. 500g.

Dates:-

74

 Apis – 48

No. of pcs

Apis 100%

Fig 4.6.18. Preferences for dates to customer by shopkeeper for Briwasan outlet

Apis dates are the only dates which are being sold in this market with its different varieties i.e. Fard and Zahidi and different stock keeping units i.e. 250g and 500g. Hence, it is the only dates which are preferred by the shopkeers.

BHOGAL 75

Dates: Apis – 97  Date Crown – 48

PREFERENCE

33% Apis Date Crown 67%

Fig 4.6.19. Preferences for dates to customer by shopkeeper for Bhogal outlet

Apis dates are the most selling and preferred dates in Bhogal. Apis dates are ruling in this market with 97 pieces. Other than Apis, only Date crown’s dates are sold in this market.

Honey:76

 Apis – 83  Dabur – 90  Patanjali – 55  Hitkari – 23  Gala – 7  Himgiri – 5

PREFERENCE 2% 3%

9%

Apis 31%

Dabur Patanjali

21%

Gala Hitkari 34%

Himgiri

Fig 4.6.20. Preferences for honey to customer by shopkeeper for Bhogal outlet

In case of honey, Dabur honey is ruling the market with 90 pieces and is the most preferred honey. Apis honey is on the second position with 83 pieces and is giving a good competition to its competitors.

Ginger Garlic Paste:-

77

 Apis - 6  Smith & Jones - 3  Dabur Homemade - 4  Mother’s recipe – 6

PREFERENCE

32%

Apis

31%

Smith & Jones Dabur Homemade

21%

Mother's Recipe

16%

Fig 4.6.21. Preferences for ginger garlic paste to customer by shopkeeper for Bhogal outlet Ginger Garlic Paste is not much demanded by the customers. So, they Apis are available in limited number outlets. In those outlets, Apis & Mother’s Recipe is leading, followed by Dabur Homemade on second position.

Pickles:-

78

 Apis - 5  Tops - 182  Pachranga - 1  Mother’s Recipe - 75

PREFERENCE 2%

28%

Apis Tops Pachranga

1%

Mother's Recipe

69%

Fig 4.6.22. Preferences for pickles to customer by shopkeeper for Bhogal outlet In case of pickles, Apis stands on third position with only 5 pieces and isn’t able to compete with its competitors. Due to less demand of customers, shopkeepers do not buy the Apis pickle. Tops pickle are the most selling and preferred pickle in Bhogal followed by Mother’s Recipe. With good brand recall and consumer offer, Tops is the leading pickle.

Jam:79

 Apis – 7  Kissan – 242  Tops – 77  Mala – 8  St. Dalfour – 12

PREFERENCE 2%

2% 4%

Apis 22%

Kissan Tops Mala 70%

St. Dalfour

Fig 4.6.23. Preferences for jam to customer by shopkeeper for Bhogal outlet

In case of jam, Kissan jam is most demanded and preferred product in Bhogal. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering almost all the outlets. Apis is with only 7 pieces it is not able to give competition to its other competitors.

NAJAFGARH 80

Dates:

Apis – 63



Date Crown – 12

PREFERNCE

33%

Apis Date Crown 67%

Fig 4.6.24. Preferences for dates to customer by shopkeeper for Najafgarh outlet

Apis dates are the most selling and preferred dates in Najafgarh. Apis dates are ruling in this market with 63 pieces in most of the outlets. Other than Apis, only Date crown’s dates are sold in this market but only in limited outlets.

Honey:81

 Apis – 363  Dabur – 211  Patanjali – 79  Hitkari – 19  Gala – 18  Zandu – 19  Jiva – 5  Royal Bee – 15

2% 2%

PREFERNCE

1% 3%

2%

11%

Apis

Dabur

Patanjali

Gala

Hitkari

Jiva

Royal Bee

Zandu

50%

29%

Fig 4.6.25. Preferences for honey to customer by shopkeeper for Najafgarh outlet In case of honey, Apis honey is ruling the market with 363 pieces and is the most preferred honey. Dabur honey is on the second position with 211 pieces. Apis honey was available in most of the outlets and has a good sale.

Ginger Garlic Paste:82

 Apis - 679  Smith & Jones - 130  Dabur Homemade – 15  Nilon’s – 57

PREFERENCE 2% 6%

Apis

15%

Smith & Jones Dabur Homemade Nilon's

77%

Fig 4.6.26. Preferences for ginger garlic paste to customer by shopkeeper for Najafgarh outlet Apis Ginger Garlic Pastes are the most demanded ginger garlic paste by the customers. So, they are available in most number of outlets and is the most preferred ginger garlic paste. In those outlets, Apis is leading, covering more than 75% of the market, followed by Smith & Jones on second position, not even closer to Apis.

Pickles:83

 Apis – 91  Tops – 1009  Fun Top – 31  Patanjali - 20  Mother’s Recipe – 12  Joi – 3  Nilon’s – 319

PREFERENCE Apis

6%

Tops

22%

Fun Topd

0%

1%

Patanjali

1%

Mother's Recipe

2% 68%

Joi Nilon's

Fig 4.6.27. Preferences for pickles to customer by shopkeeper for Najafgarh outlet In case of pickles, Apis stands on third position with 91 pieces. Due to less demand of customers, shopkeepers do not buy the Apis pickle. Tops pickle are the most selling pickle in Najafgarh with 1009 pieces (most preferred pickle) with different offers and stock keeping units, followed by Nilon’s with 319 pieces. With good brand recall and consumer offer, Tops is the leading pickle in the Najafgarh

Jam:-

84

 Apis – 73  Kissan – 409  Tops – 302  Cremica – 19  Nilon’s – 18  Fun Top – 21  Patanjali - 10

PREFERENCE 2%

2% 3%

1% 9% Apis

Kissan

Tops

Cremica

Nilon's

Fun Top

35% 48% Patanjali

Fig 4.6.28. Preferences for jam to customer by shopkeeper for Najafgarh outlet In case of jam, Kissan jam is most demanded and preffered product in Najafgarh. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering almost all the outlets. Apis is on third position with 73 pieces only.

GTB NAGAR 85

Dates:

Apis – 17

PREFERENCE

Apis

100%

Fig 4.6.29. Preferences for dates to customer by shopkeeper for GTB Nagar outlet Apis dates are the only selling dates in GTB Nagar. Apis dates are ruling in this market with 17 pieces only (most preferred dates). They have the caliber to cover more outlets, just because of off season and less brand recall, they are not able to cover all the outlets.

Honey:-

86

 Apis – 77  Dabur – 123  Patanjali – 8  Shudh - 1

PREFERENCE 0% 4%

37%

Apis Dabur Patanjali shudh

59%

Fig 4.6.30. Preferences for honey to customer by shopkeeper for GTB Nagar outlet In case of honey, Dabur honey is ruling the market with 123 pieces and is the most preferred honey. Apis honey is on the second position with 77 pieces and is trying to give a good competition to its competitors.

\

Ginger Garlic Paste:87

 Apis - 6  Smith & Jones - 149  Nilon’s – 41  Regal Kitchen – 24

PREFERENCE 3% 11%

Apis Smith & Jones

18%

Nilon's 68%

Regal Kitchen

Fig 4.6.31. Preferences for ginger garlic paste to customer by shopkeeper for GTB Nagar outlet Apis Ginger Garlic Paste is not much demanded by the customers due to less brand recall. So, they are available in limited number outlets with 6 pieces only. In these outlets, Smith & Jones is leading with 149 pieces and is the most preferred ginger garlic paste, followed by Nilon’s on second position with 41 pieces.

Pickles:88

 Apis - 8  Tops - 184  Nilon’s - 85  Keya- 2

PREFERENCE 1% 3%

Apis

30%

Tops nilon's 66%

keya

Fig 4.6.32. Preferences for pickles to customer by shopkeeper for GTB Nagar outlet In case of pickles, Apis stands on third position with only 8 pieces and isn’t able to compete with its competitors. Due to less demand of customers, shopkeepers do not buy the Apis pickle. Tops pickle are the most preferred pickle in GTB Nagar, followed by Nilon’s. With good brand recall and consumer offer, Tops is the leading pickle.

Jam:89

 Apis – 5  Kissan – 278  Tops – 23  Mala – 3  Nilon’s – 28

PREFERENCE 1% 1% 8% 7%

Apis Kissan Tops

Mala 83%

Nilon's

Fig 4.6.33. Preferences for dates to customer by shopkeeper for GTB Nagar outlet case of jam, Kissan jam is most demanded and preferred product in GTB Nagar. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering almost all the outlets. Apis is with only 5 pieces it is not able to give competition to its other competitors.

BHAJANPURA 90

Dates:

Apis – 14

No. of pcs

Apis

100%

Fig 4.6.34. Preferences for dates to customer by shopkeeper for Bhajanpura outlet Apis dates are the only selling dates in Bhajanpura. Apis dates are ruling in this market with 14 pieces only. They have the caliber to cover more outlets, just because of off season and less brand recall, they are not able to cover all the outlets.

Honey:91

 Apis – 239  Dabur – 123  Patanjali – 6  baidhnath – 1  Uttrakhand Madhu – 6  Gangotri – 2  Rasna – 4  Zandu – 10 2% 0% 0% 2%

1%

No. of pcs

3%

Apis Dabur Patanjali baidhnath

31%

uttrakhand madhu 61%

gangotri rasna zandu

Fig 4.6.35. Preferences for honey to customer by shopkeeper for Bhajanpura outlet In case of honey, Apis honey is ruling the market with 239 pieces and is the most preferred honey. Daburhoney is on the second position with 123 pieces. Apis is having a good demand in that area and is giving a good competition to its competitors.

Ginger Garlic Paste:-

92

 Apis - 10  Smith & Jones - 25  Nilon’s – 15  Regal Kitchen – 20

No. of pcs 14%

Apis

32%

Smith & Jones Nilon's

34%

Regal Kitchen

20%

Fig 4.6.36. Preferences for ginger garlic paste to customer by shopkeeper for Bhajanpura outlet In that market, most of the outlets were medical store, that’s why ginger garlic paste were available on few outlets only. Smith & Jones is leading with 25 pieces, Apis stands last in case of ginger garlic paste with 10 pieces only in 1 outlet. Due to less brand recall and less customer demand, they doesn’t have much sale.

Pickles: Apis - 7 93

 Tops - 83  Fun Top – 9

No. of pcs 9%

7%

Apis Tops fun top 84%

Fig 4.6.37. Preferences for pickles to customer by shopkeeper for Bhajanpura outlet In case of pickles, Apis stands on third position with only 7 pieces and isn’t able to compete with its competitors. Due to less demand of customers, shopkeepers do not buy the Apis pickle. Tops pickle are the most selling pickle in Bhajanpura.

Jam: Apis – 7  Kissan – 25 94

No. of pcs 2%

Apis

Kissan 98%

Fig 4.6.38. Preferences for jam to customer by shopkeeper for Bhajanpura outlet In case of jam, Kissan jam is most demanded and selling product in Bhajanpura. Kissan have different varieties and different stock keeping units and is an old company due to which it has a good brand recall and covering almost all the outlets. Apis is with only 7 pieces it is not able to give competition to its other competitors.

7. RATINGS FOR THE APIS PRODUCT PALAM

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RATINGS 19%

0%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

19%

37% 25%

Fig 4.6.39.Ratings for Apis products for Palam outlet 3 outlet gave the rating of 1, 3 outlet gave the rating of 2, 6 outlet gave the rating of 3, 3 outlet gave the rating of 4 and no outlet gave the rating of 5.

TILAK NAGAR

RATINGS 14% 0% 14%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

17% 55%

Fig 4.6.40. Ratings for Apis products for Tilak Nagar outlet 4 outlet gave the rating of 1, 5 outlet gave the rating of 2, 16 outlet gave the rating of 3, 4 outlet gave the rating of 4 and 1 outlet gave the rating of 5.

LAJPAT NAGAR

96

RATINGS 9%

18%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

23%

18%

32%

Fig 4.6.41.Ratings for Apis products for Lajpat Nagar outlet 5 outlets gave the rating of 1, 7 outlets gave the rating of 2, 4 outlets gave the rating of 3, 4 outlets gave the rating of 4 and 2 outlets gave the rating of 5.

BRIJWASAN

RATINGS 0%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

17% 21% 33%

29%

Fig 4.6.42.Ratings for Apis products for Brijwasan outlet 4 outlets gave the rating of 1, 7 outlets gave the rating of 2, 8 outlets gave the rating of 3, 4 outlets gave the rating of 4 and no outlet gave the rating of 5.

BHOGAL

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RATINGS 0% 0% 29%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

30%

41%

Fig 4.6.43.Ratings for Apis products for Bhogal outlet 5 outlets gave the rating of 1, 6 outlets gave the rating of 2, 5 outlets gave the rating of 3 and no outlet gave the rating of 4 and 5.

NAJAFGARH

RATINGS 5% 20%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

15% 25%

35%

Fig 4.6.44.Ratings for Apis products for Najafgarh outlet 3 outlets gave the rating of 1, 5 outlets gave the rating of 2, 7 outlets gave the rating of 3, 2 outlets gave the rating of 4 and 1 outlet gave the rating of 5.

GTB NAGAR

98

RATINGS 0% 6%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

43%

24% 27%

Fig 4.6.45.Ratings for Apis products for GTB Nagar outlet 14 outlets gave the rating of 1, 9 outlets gave the rating of 2, 8 outlets gave the rating of 3 and no outlet gave the rating of 4 and 5.

BHAJANPURA

RATINGS 0% 29%

1(very poor) 2(poor) 3(average) 4(above average) 5(good)

21%

21% 29%

Fig 4.6.46.Ratings for Apis products for Bhajanpura outlet 3 outlets gave the rating of 1, 3 outlets gave the rating of 2, 4 outlets gave the rating of 3, 4 outlets gave the rating of 4 and no outlet gave the rating of 5.

CHAPTER – 5

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FINDINGS • Customers ask for branded products only. Many of the customers or shopkeeper doesn’t know about the Apis brand. Hence, this brand has less brand recall. • Customer doesn’t care for the offers when they want branded products. • Apis honey is the most selling product in this company. Other Apis products like jam, pickle, etc. aren’t able to compete much with other brands like Tops, Kissan etc. • Some of the outlets Apis are out of stock and out of them, a few placed orders again. • Some shopkeepers aren’t even ready to buy Apis products. • Some quality issue has been in dates. They Apis are returned back to the salesman. • Only a few outlets in different markets have Apis display. • Most of the shopkeepers mainly recommend Dabur and Apis in case of honey, Tops in case of pickle, Kissan in case jam, Smith & Jones in case of ginger garlic paste and Apis dates in case of dates.

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CHAPTER – 6 CONCLUSION

• Apis brand isn’t a fully established brand in the market. • Only limited number of outlets where having the display of Apis. • People ask for branded products only. No new brand product is demanded. • Apis with great offers also on their various products, are not able to completely takeover the market. • Out of all the products of Apis, honey is the most selling product of the company. • As per the ratings, overall performance of Apis products are neutral i.e. neither poor nor good. • Apis does not have a good brand recall like its rival products have in the market.

CHAPTER - 7 101

SUGGESTIONS

• To overcome them, through the line advertisement can be used i.e. to focus on brand building as well as focusing on the conversion. • For this, best method is to use the concept of digital marketing i.e. online selling of products to the consumers which can also help in reaching large number of consumers. • Brand boards (below the line advertisement) on different outlets can also be placed for advertisement of products in different cities. • Quality problem can be solved by having a proper quality test before sending it in the market. • Free samples can also be distributed in the market and to the customers and can get direct feedback from them. • Newspaper advertisement can also be done in local newspaper. Brochures can be attached with the newspapers. • Advertisement can also be done on local radio channels. • Direct personal selling can also be done (door to door services).

CHAPTER – 8 102

BIBLIOGRAPHY

 Apis India LTD, 18/32, East Patel Nagar, New Delhi – 110008, India :  Mr. Ankit Harchandani (Brand Manager)  Mr. Dheeraj (Manager - Marketing)  Mr. Ajit (Brand Manager – Digital & Marketing)  https://en.wikipedia.org/wiki/Visual_merchandising  http://www.apisindia.com/index.php  https://www.bigcommerce.com/blog/how-perform-competitiveanalysis/#undefined  https://simplicable.com/new/competitive-map

ANNEXURE 103

QUESTIONNAIRE USED WHILE DOING THE MARKET VISIT IN DIFFERENT AREAS:Number of outlet visited in each market: Palam – 15  Tilak Nagar – 30  Lajpat Nagar – 22  Brijwasan – 23  Bhogal – 16  Najafgarh – 18  GTB Nagar – 31  Bhajanpura – 14 Total number outlets visited while market visits = 169

Q1. Have you ever purchased any product of the Apis India LTD? o Yes o No

Q2. Do you have the display for the products of Apis India LTD? o Yes o No

Q3. Do you have any problem with the Apis products?

104

o Yes o No

If yes, mark the following problems arrived? o Less demand of honey o Less demand of jam o Less demand of ginger garlic paste o Less demand of dates o Less demand of pickle o Quality issues in dates o Quality issues in ginger garlic paste o Tasty issue in pickles

Q4. Which Apis product has the most sales in your outlet? o Honey o Pickle o Jam o Ginger Garlic Paste

o

Dates

Q5. Which Apis product has the least sale in your outlet? 105

o Honey o Pickle o Jam o Ginger Garlic Paste o Dates

Q6. Which brand’s honey would you prefer to your customers? o Apis

o Gangotri

o Dabur

o Gala

o Patanjali

o Rasna

o Zandu

o Nature’s Treat

o Madhu

o Pureland

o Hitkari

o Himgiri

o Pride

o Jiva

o Royal Bee

o Shudh

o Sri Sri

o Baidnath

o Mehsons

o Uttrakhand Madhu

106

Q7. Which brand’s pickle would you prefer to your customers? o Apis

o Haldiram

o Tops

o Pooja

o Joi

o Pachranga

o Rakesh

o Nature’s Treat

o Patanjali

o Mother’s Reciepe

o Fun Top

o Keya

Q8. Which brand’s jam would you prefer to your customers? o Apis

o Cremica

o Kissan

o MaCkay

o Tops

o Mapro

o Nilon’s

o Punito

o Mala

o St. Dalfour

o Patanjali

Q9. Which brand’s dates would you prefer to your customers? o Apis

o Al – Olaa

o Date Crown

o Fits Dates

o Sanjay Dates

o Lyna

o Aammin

o Safawi

o Emperor Dates

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Q10. Which brand’s ginger garlic paste would you prefer to your customers? o Apis

o Mother’s Reciepe

o Smith & Jones

o Regal Kitchen

o Nilon’s

o Kiz

o Dabur Homemade

o Shudh

o Babiano

Q11. Rating for the Apis products. (1 – very poor, 2 – poor, 3 – average, 4 – above average, 5 – good) o 1 o 2 o 3 o 4 o 5

Q12 .Do you have any suggestions regarding any of the product/s? (If any) ___________________________________________________ ___________________________________________________

108