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SUMMER TRAINING PROGRAMME
FINAL REPORT
PROSPECTING FOR SMALL
AND MEDIUM SCALE
ENTERPRISES
SUBMITTED TO: Mr.Somya Sharma
(Marketing Faculty)
By
Sartaj Ahmad
SN1012134
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MASTER SCHOOL OF MANAGEMENT
Acknowledgement
In this final report I have attempted to capture the facets of activities performed so
far during my project. The project has been very important and has groomed my skills
and nourished my practical knowledge. Half way down the project it had been an
excellent learning process.
First of all I would like to thank the administration of MSM for giving me the
opportunity to learn so much about the FMCG Industry
I am very grateful to my faculty guide MR. SOMYA SHARMA for his valuable
and timely guidance throughout the project. His feedbacks have been very useful in
preparing this interim report.
I would sincerely acknowledge my company guide Mr. KASHIF HUSAIN (Area
Sales Manager) & companys Asian DirectorMr. AVINASH KUMARwho gave
their valuable time and support when required. Without interacting with them this
interim report would have been a half hearted effort. Their feedback and data have been
the first stone in building this report
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My Sincere Gratitude To
AL-FOAH INDIA Pvt. Ltd:
Mr. Avinash Kumar (Director)
Mr. Sudeep Mishra (Manager, Marketing)
Mr. Kashif Husain (Area sales Manager)
Mr. Sheikh Shahnawaaz (Assistant Manager, Marketing)
Master School Of Management
Mr. Dr. Sudhir Sharan (Director)
Mr. Somya Sharma (Marketing faculty)
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PREFACE
It was for the first time I got the opportunity to work in such an organization with which I amfamiliar. And things, which I have experienced in my training period, are going to help me
Throughout my lifetime.
I have worked on this project with great enthusiasm and zeal. I have tried to cover almost all
the things, which I have experienced and learned during the training period. To run a giant
organization each and every department has to play its role effectively. In this era of cutthroat
competition there is no room for complacency.
The main goal of my project is the PROSPECTING FOR SMALL AND MEDIUM
ENTERPRISES. It would be my great pleasure, if this project can help this company to
achieve its goal higher. This project has been undertaken to study the procedures and
practices followed in marketing department. This report is prepared on the basis of the
extensive study carried out at marketing department of Al-Foah India, Gurgaon.
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INDEX
S. No Particulars Page no.
1Company Profile 6-17
2 Specific Objective Of TheProject
18
3 Scope Of The Study 19
4 Justification Of Topic 20-21
5 Seven Steps of calling 22-23
6 Daily Report Sheets 24-35
7 Tables Of Entrepreneurs 38-44
8 Outcomes Table 43-49
9 SWOT analysis 50-55
10 Observation 56
11 Suggestions 57
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COMPANY PROFILE
Al Foah Co. was established in 2005. The company is headquartered at Abu Dhabi, UAE. It
is a member of the General Holding Corporation of Abu Dhabi.
Al-Foah is the worlds largest Dates Company, packing close to 100,000 tons/annum.
The company has established and developed a lot of process and systems to serve more than
16,000 farmers across the UAE.
Al Foah exports to 28 countries in the world including China, Australia, Japan, Europe and
India.
Al Foah India established in the year 2009 is a wholly own subsidiary of AL Foah Co. LLC.
U.A.E. Al-Foah India private Limited is headquartered in Delhi NCR and it has offices all
across the country.
VISION
To bring the remarkableness of dates into the daily life of every person around the globe.
MISSION
Build a global Arabian date brand, confirming to the world the UAE's position as the centre
of Arabian innovation and its leadership of the Arabian Renaissance.
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CORPORATE PROMISE
Al Foah is redefining and bringing to the world an ancient and remarkable food, with
proven life-sustaining benefits and a beloved taste, in new and innovative forms relevant to
contemporary life, contributing to more balanced nutrition.
Our preeminent quality dates of abundant varieties, grown according to the highest
agricultural standard, provide sustainable work and income for tens of thousands of people infarming communities.
Al Foah is committed to improving lives through production innovation, and better
nutrition as well as sustainable agriculture.
Basic Information
Company Name: AL FOAH INDIA PRIVATE LIMITED.
Business Type: IMPORT AND MARKETING
Product: Premium Black Emirate Dates
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Date Crown
Made from the finest Emirates dates, Date Crown is Al Foah first international brand that was
launched into the market in 2009.
Date Crown is packaged in a very attractive design that was inspired from the Arabian
culture which reflects the wholesomeness of the date product as a key ingredient in the
ancient Arabic life style and civilization.
The brand offers wide range of premium UAE dates variants such as Lulu, Fard, Dabbas,
Khenaizi in addition to the famous international variant, Khalas.
Date Crown comes in different sizes and formats to cater to the different needs and
requirements of consumers.
Also, it comes with a re-sealable pouch to keep product freshness. Date Crown Brand is
already available in UAE, Kuwait, Qatar, Oman, Bahrain, Morocco, Yemen, India, Australia
and China. The brand has ambitions plans to expand across Europe, Levant, and South Asia.
BRAND PRODUCT RANGE IN INDIA
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1. Plain Dates.
2. Date with Chocolates.
3. Date with Almond.
4. Date Syrup.
DIFFERENT VARIETIES OF PLAIN DATES
FARD: - Light Black in Colour, Shiny and Smooth Dates, Small Seed
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KHENEIZI: - Dark Black, Extremely Juicy, Small Seed.
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LULU: -Round Shaped, Juicy Black Dates, And Little Wrinkles
DABBAS: -Dark and Shiny, Good Mouth-fill.
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Date with Chocolates :- An indulging assortment of delicious Dates enrobed in
smooth rich chocolate
Date with Almond : - Premium Emirate Dates Stuffed with Almond.
Date Syrup :- Made from Finest Quality Dates, 100% pure, Delicious Flavour,
Honey-like
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Different Size SKUs
SL NO PRODUCT
DESCRIPTION
WEIGHT MRP
1 FARD 50 GM 15
2 FARD 250 GM 70
3 FARD 500 GM 130
4 FARD 1 KG 230
5 FARD 2 KG 400
6 KHENEIZI 500 GM 150
7 KHENEIZI 1 KG 260
8 LULU 500 GM130
9 LULU 1 KG 230
10 LULU 2 KG 400
11 DABBAS 500 GM 95
12 DABBAS 1 KG 200
13 DABBAS 2 KG 340
14 DATES SYRUP 250 ML 75
15 DATES SYRUP 400 ML 125
16 CHOCO- DATES 90 GM150
17 CHOCO-DATES 250 GM 400
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NUTRITION FACTS AND FIGURES
Dates are rich in energy-generating saccharine (60-85%) of the dates weight, and give
the dates very high calories (100g of dates extend Man with 270 to 340 calories)
Compared to fat, protein or complex carbohydrates, dates are easy for digestionbecause they contain mono-sugars (95%) of the soft dates, which can also be rapidly
absorbed and quickly reach the cells to provide them with energy needed for biological
operations.
Dates wash kidney and generate urine.
Contain mineral elements (called mine minerals); it is rich with phosphorus, iron,
calcium and magnesium which protects against cancer.
Dates contain vitamins (vitamin A), which helps in increasing the weight of children
(growth factor) as well as strengthening the visual nerve and the elimination of blindness
(night blindness) and strengthening the auditory nerve.
Dates contain a group of vitamins (B1, B2, B7), which strengthens the nerves and
increase the flexibility of blood vessels and assess the human risks of high blood pressure.
Vitamin B 2 helps in the treatment of liver diseases, jaundice, cracking lips, broken nails,
and dry skin.
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Dates contain a high proportion of fibre necessary to stimulate the intestines
movement and prevention of constipation cases.
Dates contain natural antioxidants, which provide Man with protection against the
times of lethal diseases, such as cancer, and heart diseases.
It has been found in the early stage of dates maturity that eating of dates by pregnant
women guarantees easy delivery. As proven by modern medicine, where did the hormone-
like hormone (Oxytocin) one of the hormones that lead to a contraction in the muscle fibers
surrounding the milk glands and lead to the production of milk, as scientists have recognized
that the dates contain the hormone that facilitates the birth of women.
Eating Dates have great benefits like:-
1. Prevents Cancer: Dates are very nutritious and contain natural fibres. Modern
medicine has shown that they are effective in preventing abdominal cancer. In general
Bedouin Arabs, who eat them on a regular basis, show an extremely low incidence
rate of cancer.
2. Weak heart: Dates are an excellent remedy for weak heart. Dates soaked overnight
should be taken twice a week, which strengthens the heart.
Bedouin Arabs who regularly consume dates have shown an extremely low rate of
heart disease.
3. Treatment for Obesity: The wide variety of nutritious elements in dates makes it
hunger-resistive! So treatment by eating few dates when feeling hungry helps reduce
hunger and be filled. These dates will provide the body with the necessary sugar and
stimulate the intestine, which reduce hunger greatly, and eventually, reduce food
consumption.
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4. Eases childbirth: Eating dates eases the pain of childbirth. Scientifically they are
known to contain hormones, which strengthen the uterus, help produce milk for
nursing mothers and also prevent blood loss after childbirth. (The ripe fruit contains asubstance that urges uterine spasms and increases contractions especially in the time
of delivery. This substance resembles oxytocin that is secreted by pituitary gland,
which encourages contractions of the uterus. Dates contain some stimulants, which
strengthen the muscles of the uterus in the last months of pregnancy. This helps the
dilation of the uterus at the time of delivery and reduces post-natal bleeding).
5. Ideal for breast-feeding mothers: Dieticians consider dates the best food for breast-
feeding mothers. This is because dates contain elements that assist in alleviating
depression and enrich the breast milk with the nutrients needed to make the child
healthy and resistant to disease.
6. Bones: Calcium is important for strong bones so this is an additional benefit that datesprovide. As dates are rich in calcium, they contribute to healthy bones. For this reason
it is recommended that children and older adults, especially women, eat plenty of
dates to strengthen their bones.
7. Improves Eye sight: Dates are also important in maintaining good vision and are
effective in guarding against night-blindness.
8. Remedy for Sexual Debility: Date syrup can be used as a treatment for weak heart. It
can also be use for the treatment of sexual weakness. When its mixed with milk and
honey, dates can be used as a tonic for the treatment of sexual disturbances for both
sexes. And such syrup strengthens the body and raises its energy levels. The elderly
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would benefit from this syrup too. It improves their stamina and purges their bodies
from the toxins that have accumulated in their cells along the years.
9. Remedy for Intoxication: Dates are an excellent remedy for alcoholic intoxication.
In such a case, drinking water in which fresh dates have been rubbed or soaked will
bring quick relief.
10.Childrens Disease: Dates tied to a wrist of the baby and allowed to be sucked during
teething period hardens the gums and also prevents other complaints like restlessness
and diarrheal.
DATE HISTORY
HERITAGE:-
Date palms are an intrinsic part of Arab life and heritage. For thousands of years, they have
provided shelter, food and other necessities, as Arab Bedouins have settled in palm oases, and
made use of all parts of the tree and its fruit. Palm wood and leaves were used to build
houses, fences, beams, baskets, ropes and many other useful items, while the fruit itself has
been a basic staple of the Arab diet, and a main source of nutrition and energy.
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The UAE is one of the top 10 date palm cultivators in the world, with dates grown in royal
palaces, private residences, public gardens and streets as well as commercial farms.
DATES ORIGIN:-
Date palm cultivation originated in the Middle East and spread to North Africa, then to
California, South Africa and Australia regions.
The Middle East still accounts for over 90% of date production worldwide. Today, dates are
enjoyed in many forms as whole fruit (fresh or dried), as syrup, as paste in biscuits/ cakes,
as jam, as juice, etc.
Dates are enjoyed throughout the year but are especially associated with special religious
occasions such as Ramadan for Muslims and Christmas for Christians.
Dates are exported from the date producing countries to almost all the world's countries in
various quantities. Yet, very few people know the history of the date palm, that it is one of
the oldest trees in the world, or can differentiate between the different palm or date variants.
CONSUMPTION:-
The date fruit is eaten in all stages of its maturity ripe and fresh (called Khalaal), semi-
matured (called rutab) and dried (called tamr).
The dried fruit could keep for long periods of time, so it provided nutrition to the Arabian
Desert dwellers long after its cultivation season.
In addition, they used to further preserve it by extracting "dibs" or "date syrup" (sometimes
referred to as date honey), thus ensuring that they would have a source of nutrition and
energy throughout the year. They also developed novel irrigation methods (aflaaj) designed
to extend the oases water to a wider geographical area, and hence increase the cultivated tree
area.
Specific objective of the project
Brand Promotion and positioning of DATE CROWN in Small and
medium Scale Enterprises in India, for gifting purpose and health.
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A platform for corporate buying to made business model out of it.
Sub objective
To create awareness among Entrepreneurs
Scope of the study
This study will be helpful in understanding the current position of the product
This study will also suggest areas which needs immediate attention.
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This study will convey the overall picture of the company in the mind of the
customer.
This study will largely create awareness about the brand DATE CROWN among
the customers.
Justification of Topic
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First In this activity I have to know about our project topic.
Without knowledge of our topic I cannot achieve our goal.
Q: - What to be done?
On the bases of our project topic, our target will be Medium
And small Enterprises, where we can generate our business
These Entrepreneurs may be in Delhi/NCR or across India.
Our motive to target these Entrepreneurs because in their
Organization they have their employees and offer gift on
Festivals. Our job is that we have to pitch them to adopt our
Product (Dates/ Chocodate) and offer to their employee
Q: - Where to be done?
These targeted entrepreneurs may be in Delhi/ NCR or across
India.
Q: - How to be done?
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a) Collection of information or data related to our
Targeted Entrepreneurs
b) Pitch them through Phone as well as send mail.
c) If possible to meet profanely with them we have to meet or
If meeting is not possible in which condition we have to send
Sample via couriers
d) If sample liked by consumer we will encourage to rise PO(Purchase order).
SEVEN STEPS OF CALLING:
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1. Review Plans: -
Review before each calls the following objectives:
Before pitching the entrepreneurs, we have to determine the
Potential/ opportunity by referring the Ramadan/festivals, and prepare
The call accordingly.
a) For purchase the product, Dates and Chocodates.
b) To use our product as a gift for their employees as well as clients.
Formulate plans to achieve the objective:
Having determined the objective, strategy to achieve the objectives
Should be planed.2. Check: -
Greet the entrepreneurs personally/by call as possible and start the call.
Also introduce yourself.
a) Check out the last calls: Check the last calls list and identify those
entrepreneurs who have given you time to recall.
b) Check out complains: Check complains, why entrepreneurs are not
interested in our product.
3. Enterprising: -
Step 2 & 3 will run concurrently. The primary objective to encourage
The entrepreneurs purchase our brand DATE CROWN products.
4. Presentation: -
The success of this step will largely depend on how the 1st and 3rd
steps have been executed. Before getting into a dialogue with the
entrepreneurs, it is important to prepare yourself based on the brand
promotion, improve sales etc. it is important to get the entrepreneursfull attention before making promotion and sales presentation.
5. Close: -
This is a critical step of the call procedure. Send the samplesOf your product and allow the entrepreneurs to decide on the
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Suggested product/quantities. What technique to use will
Depend on the situation?
6. Post Order: -
For ready stock operation, it is necessary to check the quantity
Ordered/delivered. This will further improve the sales. It is important
to thank the entrepreneurs for his corporate tie up with the company
and also ensure to inform the day/date of next visit.
7. Call Analysis: -
Finally the call should be reviewed to determine whether our objective
Is met or not. Evaluate what went right or wrong and this helps in
deciding what should be done on similar calls. This step also helps in
determining ones own areas of improvement. Make sure to record
important feedback of the entrepreneurs and your own observation/
learnings in the daily report form.
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DAILY REPORT SHEETS
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TABLES
OF
ENTERPRENEURS
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OUTCOMES
TABLES
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SWOT Analysis
Strengths
Weakness
Opportunities
Threats
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Strengths:
1. Nutritional Value: -
The nutritional value of Dates is the highest amongst all the
fruits and vegetables present in the market.
2. Medicinal Value:-
Dates also has a good medicine value, it helps in curing of
various diseases and also improves the immunity, which
helps in prevention against various diseases.
3. International Brand:-
Date Crown is the only international Date brand, which is
available in India; other brands of Dates are mainly Indian.
So, Date Crown brand is monopolistic in itself.
4. Most hygienic :-
The Dates of Date Crown brand is the most hygienic dates
available in India, because all the process right from
harvesting to packaging is done in the most hygienic
conditions, controlled temperature and with the help of
automated machines.
5. Competitive price:-
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The price of our product is very competitive as compared to
other dates in India. We are offering a most hygienic
International brand at prices equal to the Indian brand.
6. Great taste of Dates:-
The taste of our Dates are also very good in comparison to
other dates which are available in India because in India
mostly yellow dates are imported, which are hard and less
juicy. Date Crown dates is extremely soft and very juicy
because we deal only in black Dates.
7. Shelf life:-
The best before date are there on the packets of Date Crown,
which is not there on other brands.
8. Availability:-
Our product is available all over India and throughout the
year. But in case of other brand they are available only in
limited area or zone and also for limited time period. Our
distribution channel is present all over India in around 28
cities covering all the states and all the zones.
9. Monopolistic product (Chocolate dates):-
The chocolate dates are itself is a monopolistic product in
Indian market, there are various kinds of chocolates that are
present but no company has chocolates with dates.
10. No other competitor:-
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Other brands, which are present in India, are basically
dealing in yellow dates, which are of inferior in taste and
quality. Date Crown is the only brand which deals inpremium quality black Dates. The taste and quality of black
dates are superior.
Weakness
a. Dates in summer :-
Most the people think that dates are not good if they take in summer
because it generates heat. So most of the people feel that Dates is best
when it is consumed in winters only not in summers.
b. Packaging :-
Most the people are not able to differentiate between the different
varieties of dates packets because the packaging of all the varieties is
similar. They cannot differentiate in one go; they have to see the
packet carefully to know the difference.
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Opportunities
Institutional Sale: -
Asper my observation Institutional sale is a new segment for the
company, where company can generate its business and have lots of
opportunities.
1. Enterprises
2. Hotels
3. Car Show Rooms
4. Gyms
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Threats
Following are the threats, which are observed by me-
a) Price:-
The price of Date Crown products has increased around 16% as compared to
last year. But the prices of other average quality dates, which are available in
market, are almost same as last year. In future this price rise may not be in
favour of the company.
b) Shelf Life: -
The Date fruit has limited shelf life of one year. The consignment is exportedto India from UAE and it takes at least one and a half month. It is also a threat
for the company.
c) Imitation: -
AS our brand Date Crown is becoming popular day-by-day, other companies
and local traders imitate the Date Crown logo, packaging etc.
d) Packaging:-
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Most the people are not able to differentiate between the different
varieties of dates packets because the packaging of all the varieties
is similar. They cannot differentiate in one go; they have to see thepacket carefully to know the difference.
Observation
As per my observation, I have analysed that the small and
medium entrepreneur think that.
a) The dates are a dry fruit, it most probably eaten in
Ramadan, they also dont know about dates properties.
b) They have seen unhygienic dates in Indian Market
before some year now they have perception about dates
unhygienic In Indian Market
c) Date crown is an international brand but in India People are less
aware about Date crown (Al-Foah brand) they also dont knowThe verities of Dates
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d) First when I started the pitching to Muslim and OtherEntrepreneurs they had little idea about dates, and they want to
avoid my call, but when I started to educate them about Dates
As well as our company brand then they had started to think
About dates fruit.
e) I have pitched around hundred fifty Entrepreneurs out of those
Some ready to purchase and some Entrepreneur waiting to
Ramadan for purchase the dates.
f) In India Entrepreneur gives the gift to their employees
They give most probably bones (Cash) and sweets, when I
peruse
Them to adopt our product, they called first show us your
product then we will think.
Suggestions
In two months of my summer training, I have analysed and
I would like to suggest two points, which are listed below
a) Packaging: -
Most the people are not able to differentiate between the
different varieties of dates packets because the packaging of
all the varieties is similar. They cannot differentiate in one
go; they have to see the packet carefully to know the
difference.
b) Enhanced promotional strategies: -
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Another suggestion we would like to give, Is the brand
awareness, as we interacted with lots of people during these
two months and we came to know that most of the peopleare less aware of dates and especially our brand Date Crown.
So, company should focus on advertisement of our products,
it can be done through-
1. Television commercials.
2. Newspaper Advertisements.
3. Radio.
4. Public Place like (Metro)
Above these mediums have the maximum reach?