A Summer Training Report on Brand Equity of Anmol Product At

Submitted towards the partial fulfillment for the Master Degree of Business Administration 2008 - 2010 Under the valuable guidance ofMr. Rajeev Saxena A.S.M. Submitted to : Mr. Brijnesh Sisodhiya. H.O.D. of Mgt. Studies. Submitted by Surendra Singh MBA-3rd Sem. Roll No. : 0809270048 Mob-9716660914(if u feel any query yhen call me)

PRIYADARSHINI COLLEGE OF COMPUTER SCIENCES GREATER NOIDA (U.P.)

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PREFACEThere is a saying the theory without practice is lame and practice without theory is blind. The modern era is era of consumer. Consumer satisfies themselves according to their needs & desire, so they choose that commodity from where they exact maximum satisfaction To start any business the success entirely depends on the marketing research done about the particular and the consumer attitude towards the product. Marketing research plays a vital role in a business to make it success. We have tried to put our best effort to complete this task on the basis of skill that we have achieved during our studies in the institute. We have tried to put our maximum effort to get the accurate statistical data. However we would appreciate if any mistakes are brought to us by the reader.

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DECLARATIONI, Surendra Singh, Students of PRIYADARSHINI COLLEGE OF COMPUTER SCIENCES (2008-2010), hereby declare that this project titled Brand Equity of Anmol Product is submitted by me. The data used in the report have been collected from authentic sources. I also affirm that this study is not plagiarized and does not draw upon the work or conditions of any other individual organization.

Surendra Singh

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ACKNOWLEDGMENTI would like to thank my project guide Mr. Rajeev Saxena, A.S.M. (Area Sales Manager), JHANSI for guiding me through my summer internship and Research project. His encouragement, time and effort are greatly appreciated. This went a long Way in fulfilling the object of Master of Business Administrative (M.B.A.) summer training Programmed successfully on the interesting Project entitled Brand Equity of Anmol Product in the field of F.M.C.G. Sector .he was assigned to me During My project under his valuable guidance and support. I am also thanks to Respected Mr. BRIJNESH SISODHIYA, Head Dept. Of M.B.A. for helping in Selection the Project topic and All Faculty members of M.B.A. Dept, for supporting me during this Project and providing me An opportunity to learn outside the class room. It was a truly Wonderful learning experience lastly I would like to thank all the respondents who Offered their opinions and suggestions through the survey that was conducted by me.

(SURENDRASINGH)4

TO WHOME IT MAY CONCERNCertified that the summer training Project Report (MBA-035) titled Brand Equity of Anmol Product at ANMOL BAKERS PVT. LTD. has been completed under my guidance by Mr. SURENDRA SINGH student of MBA -2008-2010 batch S/O SHRI VIRENDRA SINGH for the partial fulfillment of requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION. This Project is a record of his on work that has been pursued by the candidate herself

BRIJNESH SISODIYA (H.O.D. OF MANAGEMENT)

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COMPANY CERTIFICATE

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TABLE OF CONTENTS

TOPICS

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1. INTRODUCTION OF TOPIC

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2.OBJECTIVE OF STUDY

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3. INTRODUCTIO OF COMPANY y History of Company y Plant location y Product pictures

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4. COMPANY PROFILE y Major Industry Contribution y Outlet In The country y The Strategy Of Anmol y Mission & Vision y Brand Showcase y About The Brand y Quality Commitment

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y Marketing Strategy

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5. DISTRIBUTION AREA IN JHANSI

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6. RESEARCH METHODOLOGY y Definition Of Marketing Research

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7. RESEARCH DESIGN y Definition of R.D. y Various Method of R.D. y Research techniques y Sampling

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8. MARKETING RESEARCH PROCESS

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9. COLLECTION OF DATA

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10. DATA COLLECTION METHOD y Source of Data

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11. DATA ANALYSIS

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12. SWOT ANALYSIS y Strength Of Company y Weakness Of Company y Opportunity Of Company y Threat Of Company

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13. FINDINGS OF STUDY

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14. CONCLUSIONS

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15. RECOMMANDATIONS

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16. QUESTIONAIRE

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17. BIBLIOGRAPHY

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INTRODUCTION

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BRAND EQUITYBrand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes manufacturers/advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. The study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has.

MEASUREMENT OF BRAND EQUITYThere are many ways to measure a brand. Some measurements approaches are at the firm level, some at the product level, and still others are at the consumer level. Firm Level: Firm level approaches measure the brand as a financial asset. In short, a calculation is made regarding how much the brand is worth as an intangible asset.

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Example. if you were to take the value of the firm, as derived by its market capitalization - and then subtract tangible assets and "measurable" intangible assets- the residual would be the brand equity.[ One high profile firm level approach is by the consulting firm Interbrand. To do its calculation, Interbrand estimates brand value on the basis of projected profits discounted to a present value. The discount rate is a subjective rate determined by Interbrand and Wall Street equity specialists and reflects the risk profile, market leadership, stability and global reach of the brand. Product Level: The classic product level brand measurement example is to compare the price of a no-name or private label product to an "equivalent" branded product. The difference in price, assuming all things equal, is due to the brand more recently a revenue premium approach has been advocated. Consumer Level: This approach seeks to map the mind of the consumer to find out what associations with the brand that the consumer has. This approach seeks to measure the awareness (recall and recognition) and brand image (the overall associations that the brand has). Free association tests and projective techniques are commonly used to uncover the tangible and intangible attributes,12

attitudes, and intentions about a brand. Brands with high levels of awareness and strong, favorable and unique associations are high equity brands. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used.

POS?ITIVE EQUITY ONLY?An interesting question is raised- can brands have negative brand equity? From one perspective, brand equity cannot be negative. Positive brand equity is created by effective marketing including via advertising, PR and promotion. A second perspective is that negative equity can exist. Looking at a political "brand" example, the "Democrat" brand may be negative to a Republican, and vice versa. The greater a company's brand equity, the greater the probability that the company will use a family branding strategy rather than an individual branding strategy. This is because family branding allows them to leverage the equity accumulated in the core brand. Aspects of brand equity includes: brand loyalty, awareness, association, and perception of quality.

EXAMPLES :13

In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history, would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Freestar was discontinued without a replacement. The Five Hundred names were thrown out and Taurus was brought back for the next generation of that car in a surprise move by Alan Mulally. "Five Hundred" was recognized by less than half of most people, but an overwhelming majority was familiar with the "Ford Taurus".

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OBJECTIVE OF STUDY

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OBJECTIVE OF STUDYy To find out the Anmol market Share in Biscuit Industry y Find out the Potential of Anmol y Which products are fail out of 20 Products y Which products are more profitable y What price of Product Sale More

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INTRODUCTION OF ANMOL COMPANY

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INTRODUCTIONThe word Biscuit derives from the Latin word 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). There is nurture; creation and determination behind munch of every crunchy Biscuit. To create those mouth watering delicacies, Anmol Biscuit is following the same path of creation under the strong leadership of Mr. Baijnath Choudhary. From a single biscuit manufacturing plant Anmol is rising with a vision to become the most popular biscuit brand across the globe. Anmols main driving forces to accelerate continuous growth are with the views and values of Mr. Baijnath Choudhary, Mr. Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and Mr. Bimal Kumar Choudhary.Business Type Export Percentage No of Staff Year of Establishment No of Production Lines Export Markets Monthly Production Capacity Exporter , Manufacturer 60% 550 1993 6 Worldwide As per requirement

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PLANT LOCATIONFACTORY:

ANMOL BISCUITS LTD. MAITY PARA, DELHI ROAD, DANKUNI, HOOGHLY (W.B., INDIA) PIN - 712331 PHONE: 2659-2259/35/0157 FAX: 91-33-2659 3666

ANMOL BAKERS PVT. LTD.

UNIT I

UNIT II

PLOT NO.-38A, UDYOG C-107, VIHAR, SURAJPUR KASNA ROAD. GREATER NOIDA201306. PHONE-(0120)2569191/92 BULANDSAHAR ROAD INDUSTRIAL AREA GHAZIABAD, UTTARPRADESH

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FAX: 0120-2569968

NOIDA OFFICEANMOL BAKERS PVT. LTD. B2 & 3,SECTOR -16, NOIDA-201301. (U.P) PHONE-(0120)-4748888 FAX: 0120-2512383 E-Mail:admin@anmolbakers.com

REGD. OFFICEANMOL BISCUITS LTD. 229 A. J. C. BOSE ROAD CRESCENT TOWER, 9TH FLOOR, KOLKATA - 700 020 PHONE: +91-033-2280-1277 / 78 FAX: +91-33-22895006 / 07 E-Mail: info@anmolbiscuits.net

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PRODUCT OFFERING

Anmol presents an assortment of biscuits and cake with an array of very satisfying tastes and flavors that ensures good health.

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Export

Anmol presents an assortment of biscuits and cake with an array of very satisfying tastes and flavors that ensures good health.

2 in 1

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Available in 64g

Butter Cookies Available in 65g.

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Funfill Choco Vanilla Available in 90g.

Gluco Power Available in 50g.

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COMPANY PROFILESweet or salty. Soft or crunchy. Simple or exotic everybody loves munching on biscuits, but do they know how biscuits began? The history of biscuits can be traced back to a recipe created by the Roman chef Apices, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.

MAJOR INDUSTRY CONTRIBUTIONAnmols competitors are Parle product ltd, Priya gold Sunfeast , and Parle G and also have some local companies Though Anmol is the oldest company in the Indian market but the company is facing tuff competition.

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Anmols biggest competitor is Parle company and also have some other worldwide company as Bakemans 10%, smithkline 08%, Nutrie 04%, Kwality 04% Others 4%, but Parle has 30% of market share and the Britannia has 40% market share Parle is biggest threats for Anmol.

Biscui s: Major Players & Market hare

rine 4% mi h line nsumer 8% Bakeman's 10%

wali y 4%

hers 4%

Bri i 40%

l 30%

nmol is the market leader in value terms; however, Parle has higher share in terms of volume

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OUTLET IN THE COUNTRYAnmol is available in all over India. Anmols all the products we can find in every place. Like rural market, urban market and cities. The Anmol biscuit is most admiring product and all towns also in village. The companys distribution channel divided in three levels. Manufacturer to distributor, distributor to whole seller and whole seller to retailer then the customer. The biscuit generally available in every daily needs shop provision stores, grocery shop.

THE STRATEGY OF ANMOLy The companys policy is customer satisfaction with less price as well as quality. Target maximum customer and sale of maximum volume. y The company wants to reach the product in every segment of customer.

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y The also have targeted to urban, rural, city town and villages area of a market. High promotion for selling the product and achieve maximum market share. y The company wants to increase the profitability by selling of maximum quantity. The company is facing high competition so the profit margin is low but high turnover. y The companys major competitors are PARLE , SUNFEAST, Britannia and PRIYA GOLD, Anmol volume crossed one lakh ton biscuit in 1994

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

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

ABOUT THE BRANDAbout the Brand: The versatile youthful brand constantly aims to provide a novel and exciting taste experience to the consumer. Anmol takes pride in being one of the leading biscuit selling brands in India. The brand Anmol is well known in and across the country and now aims to touch the globe all around.

QUALITY COMMITMENTHygiene is a primary concern in Anmol. To maintain a germ free, harmless, quality food product, Anmol initiates lots of innovations and experiments. One of the leading biscuit manufacturers of India, Anmol biscuits has two state-of-the-art manufacturing units- one at Dankuni in West Bengal, and the other at Noida, near Delhi. The31

manufacturing units have been equipped with the latest modern machineries available in India, which facilitate in manufacturing uniform quality of biscuits. The Good Manufacturing Practices (GMP) and the Hazard Analysis of Critical Control Points (HACCP) are adapted at all the plants, along with the use of sophisticated packing machines and materials, ensure that each and every biscuit manufactured never fails to delight the customers with its taste and freshness. High quality products are delivered to the customers after undergoing stringent quality control tests. The quality control tests are done at every stage of biscuit-making, i.e., inspection of raw materials, processing and post-production goods by qualified personnel in well-equipped laboratories. The manufacturing units and the products of Anmol are BSI certified and the Company is ISO 22000:2005 certified. Anmol is also a member of Agriculture and Processed Food Exports Development Authority (APEDA) under the Ministry of Commerce, Government of India. The company is also a member of Federation of Indian Export Organization. Recently the company has also received the HALAL Certificate.

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MARKETING STRATEGYAnmol has taken lots of initiatives to explore the opportunities around the globe to spread the brand, but to let the dream come true it is needed that the company is strong in the home ground first. So the ultimate goal is to cater the entire country first. In this regard Noida plant caters to the North, South and Western region of India and Kolkata plant caters to the east and north eastern parts of the country. The network of super stockists, distributor and salesperson has reached every corner of the country. Serving India with great determination has helped Anmol to become one of the largest brands across the country having 110 Super stockists, 2600 distributors & 250 sales person & present in about more than 4 lackhs retail shop.

ACCOLADES/CSRMarketing and business honchos usually utters that doing business only to make money is something like playing tennis looking at the scoreboard. To enjoy the corporate citizenship it has always been a prime concern of Anmol Biscuits to come forward when it comes to

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helping the needy. A huge appetite for Indian biscuits is being created abroad as the World Food Programme (WFP) supplies cartons of 100 gm packs of fortified glucose biscuits carrying the slogan "Gift of the Govt. and People of India" to feed Pakistani and Iraqi Kids. Though there are hardly any margins, the volumes and opportunity to indirectly explore the foreign market is enough to make the company bid for every WFP tender, and especially so when it is known that it is being done for a noble cause.

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DISTRIBUTION AREA IN JHANSI

Mauranipur Talbehat Badagaun Gursarai Chirgaon

Moth Lalitpur Babina Madawara Mahroni

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGYAll Progress is born of inquiry doubt is often letter than overconfidence for it leads to inquiry & inquiry leads to invention HUDSON MAXIM

Definition of marketing research: Marketing research is definedas the objective and formal process of systematically obtaining, analyzing and interpreting data for actionable decision making in marketing. Marketing research is a systematic and objective study of problems pertaining to the marketing of goods and services. It may be emphasized that it is not restricted to any particular area of marketing, but is applicable to all its phases and aspects. The American marketing association (AMA) has defined marketing research as follows: Marketing research is the function which links consumer, customer, and public to the marketer through information information used to identify and define marketing opportunities and problems, generate,

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refine, and evaluate marketing action, monitor marketing performance, and improve understanding of market as a process. Marketing research specifies the information required to address these issues; design the method for collecting information; manages and implement the data collection process; analysis the result; and communicates the findings and their implication. According to Green and Tull marketing research is the search for and analysis of information relevant to the identification and solution of any problem in the field of marketing According to Blankenship and Doyle marketing research is the collection and interpretation of facts that help marketing management to get product mare efficiently into the hands of customers. Market research encompasses all information pertinent to this task, all appropriate techniques. The above maxim clearly brings out the significances of research for any development growth to take place. The research under taken for this project is both descriptive Analytical in nature. It is descriptive because it attempts to describe the state of affairs, as it exists in the cellular market at present. It is analytical for38

it user available facts information for analysis to made a critical evaluation of the material. Further this repost is a result of both qualitative quantitative researches. For qualitative research Projective techniques like open ended have been put to use quantitative research has helped to quantity data into information.

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RESEARCH DESIGN

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RESEARCH DESIGNA research design is the arrangement of the conditions for collecting, analysis of data in manner that aim to combined relevance to the research purpose with economy in processor that is to save the time and costs. In this particular Project I have to find out the potential people and to analyze the market scenario of ICICI Product

Meaning and definition of research design: A research project conducted scientifically has a specificframework of research from the problems identification to the presentation of the research report. This framework of conducting research is known as the research design. A research design is simply the framework or plan for a study that is used as a guide in collection and analyzing the data. It is blueprint that is followed in completing a study According to Kerlinger, research design is the plan, structure, and strategy of investigation conceived so as to obtain answers to research questions and to control variance

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According to Green and Tull, a research design is the specification of methods and procedure for acquiring the information needed. It is the over- all operation pattern or framework of the project that stipulates what information is to be collected from which sources by what procedure A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure

VARIOUS METHOD OF RESEARCH DESIGNThe marketing research designs are classified on the basis of the fundamental objective of the research. They may be Exploratory research (a). Literature research / study of secondary data (b). Survey of knowledgeable person or experience survey (c). Case study (d). Focus groups

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(e). Two- stage design (f). Projective techniques 2. Conclusive research (A). Descriptive (a). Longitudinal study (b). Cross-sectional study (B). Causal research

RESEARCH DESIGN WE USES FOR OUR STUDYHere I used exploratory research design for my project because my topic is Brand Equity of Anmol Product which need a large amount of primary data and without primary data it can not possible to find out Brand equity of any company and in the exploratory research design I used the techniques which are given below.

RESEARCH TECHNIQUES

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To start working upon the project, I adopted the following research techniques. Survey of potential Distributor through questionnaire. Daily visit to the different Prospective Retailer.

METHOD USED IN PROCESSING THE DATAI surveyed Shopkeepers of various classes such as P.C.O., General Stores, Book stale; Stationary, Medical Stores, Net caf, Pan Shops, gift shops, Photo state, Electronic shops Mobile Shops. I have used Percentage method and comparative study method to analyze the information that gathers from the questionnaire and informal meeting

RESEARCH APPROACH: The survey approach was used tocollect the primary data from the Retailer & Distributor.

RESEARCH INSTRUMENT: Questionnaire of the copywhich has been provided in the appendix. SAMPLING PLAN: Sampling Unit-Top, Middle & Lower class Shopkeepers & officers. Sample Size-100. CONTACT METHOD: Field Survey-Visited the respondents Personally.

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RESPONDENT PROFILE:GEOGRAPHICS: 1. City 2. Density 3. City Type(C)

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Jhansi Urban B Class

PSYCHOGRAPHICS:

1-Social Class 2-Lifestyle 3-Personality (D) BEHAVIOUAL:

1-Occasions 2-Benefits

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3-User Status

MARKETING

RESEARCH PROCESS

In carrying out there marketing responsibilities marketing manager need a great deal of information. Despite the growing supply of information, managers often lack enough information of the right kind or have too much of the wrong kind or have too much of the wrong kind. To overcome these problems, many Companies are taking steps to improve their marketing information system. Such data can be obtain quickly and cheaply, but often be adopted for marketing decisions. The marketing intelligence system supplies marketing executives with everyday information about developments in the external marketing environment. Intelligence can be collected from Company employees, Customers, or by monitoring Published reports, conferences, advertisement, competitor Actions and other activities in his environment.

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Marketing Research involves collecting information relevant to a specific problem facing the company. Every marketer needs marketing research, and most large companies have their own marketing research departments. Marketing research involves a fort steps process. The first step Consist of the managers are researcher carefully defining the problem and setting the research objectives, the objectives may be exploratory, descriptive or casual. The second step Consist of developing the research plan for collecting data from primary and secondary sources. Primary data collection calls for choosing a research approach (observations, survey and experiment); choosing as contact method mail, telephone or Personal); designing sampling plan, (whom to survey, how many to survey and how to choose them); and developing research instruments (questionnaire, mechanical). The third step Consist of implementing the marketing research plan by collecting Processing and analyzing the information .The fourth step Consist of interpreting and reporting the finding. Further information analyze help marketing manager to apply the47

information and provide advance statistical Procedures and modes to develop more rigorous findings from the information. Finally the marketing information system distributes information gathered from internal sources, marketing intelligence, and marketing research to the right managers at the right managers at the right time, the marketing research may be summarized as Follows:

The Marketing Research ProcessDefining the problem and Research objectives

Developing the Research plan for collecting information

Implementing the research Plan

Collecting and analyzing the data

Interpreting and reporting the Findings.

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SAMPLING DESIGNOnce the problem of research is decided, the next are above immediate concern is adoption of research design the researcher will decide how the information will be collected? There are two important sources of collection of information CENSUS SAMPLE In case the data are collected from each member of the population of interest, it is known as the census survey. If data are to be collected only from some member of the population it is known as the sample survey. Sampling When field studies are taken in practical life, consideration of time a nod cost almost invariably leads to a selection of respondent, that is selection of only a few item. The respondent selected should be as representative of the population as possible in order to produce a miniature cross section. The selected responded constitute a sample and the selection process is called sampling technique.

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The service so conducted is known as sample survey

ADVANTAGES OF SAMPLINGy Sampling is cheaper than a census survey y Sampling magnitude of operation involved in a sample survey is small' both the execution of the fieldwork and the analysis of the result can be carried out speedily y Sampling result in greater economy of effort. As a relatively small staff is required to carry out the survey y Since the scale of the operation involved in a sample survey is small the quality of the interviewing, supervision and the other related activities can be better than the quality in a census survey

LIMITATION OF SAMPLINGWhen the information is not needed on every unit in the population such as individual, dwelling units or business establishment.

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Sampling Gives Rise to Certain Error .If The Error Is to Large, The Result of the Sampling Survey Will Be of Extremely Limited Use. While in a census survey it may be easy to check the omission of certain unit in a view of complete coverage, this is not so in the case of a sampling survey.

SAMPLE SIZEWhen a survey is undertaken and when it is not possible to cover the entire portion, a basic question arise - how large should the sample be? The sample size decision related darkly to research cost. The decision to decide the sample size must be scientifically made and should not be done arbitrarily because of the risk involve the sample size should be neither the large nor the small.

FACTORS DETERMINING SAMPLE SIZEy The number of group and subgroup within the sample that will be analyze y The value of information in study in general

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y The third factor is the cost of the sample .A cost benefit must be considered. y The final factor is the variability of the population. As the variability with in the population increase, the sample size will also need to be larger

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COLLECTION OF DATA

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TYPES OF DATAThe task of data collection is beginning after a survey problem has been defined. While deciding about the method of data collection to be use for the study, the researcher should keep in mind two types of data .

Primary data: - Primary data are those data that have beenobserve and recorded by the researcher for the first time to their knowledge

Classification of primary data. Data classified by theirnature. The nature of data may be classified according to various categories facts, knowledge, opinion, intention, motivation and behavior. (a). Facts (b). knowledge (c). opinion (d). intention (e). motivation

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2.

Data classified according to function: data are also classified

according to their function. While planning data, the researchers anticipate the future analysis and synthesis according to their function. They try to avoid redundant data and collect necessary data. Data according to function may be causal, payoff, descriptive and classification. (a). Causal data (b). Payoff Data (c). Descriptive Data (d). Classification data

METHOD OF COLLECTION PRIMARY DATA1). Observation method 2). Survey method (a). Interview method (b). Questionnaire method (c). Schedule

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3). other method

(a). warranty card (b). Distributor audits (c). Pantry audits (d). Consumer panels (e). Mechanical devices (f). Projective techniques (g). Depth interview (h). Content analysis

Secondary data: - Secondary data are those data which arenot gathered for the immediate secondary data are those which have been already collected and analyzing by some earlier agency for its own use and later the same data are used by a different agency. According to W.A.Neiswanger, A primary source is a application in which the data are published by the same authority which gathered

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and analyzed them. A secondary source is a publication, reporting the data which have been gathered by other authorities and for which others are responsible.

METHOD OF COLLECTION SECONDARY DATA1. Internal secondary data A). Sales analysis B). Invoice analysis C). Accounting records 2. External secondary data A). Libraries B). Literature C). Periodicals D). Census and registration data (a). census of population (b). Census of Agriculture (c). Census of Cattle

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(d). Census of Trade (e). Census of Transport (f). Census of Industry (g). Census of Banking and Finance (h). Registration data E). Trade Association F). Government Department G). Private Sources H).Commercial Data I). Financial Data J).International Organization K). References and bibliography L). Volume of Statistic M). Advertising Agencies

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DATA USED IN PREPARING THE REPORTTo find out the answer of all question which arises and necessary for the objective of our study I used Primary Data and for this I used questionnaire method to collect the raw data Questionnaire method-The questionnaire is a list of question to be asked from the respondents. It also contains a suitable space where the answer can be recorded. For such type of research we have to collect only primary data because primary data are more accurate and reliable in compare to secondary data.

SOURCE OF DATATo collect primary data I meet with 20 distributor and 300 retailer who belongs from the different-different area of Jhansi district and around It is a really very great experience for me because during my training period I meet with the peoples who have the different different suggestion, perception, and different different views about the Anmol product.60

Below I listed the name of the distributor and retailer from whome I collected data for my report

BEAT NAME MAURANIPUR Munna Dongera Premchand sahu Manoj Modi Nagriya Kirana Manmohan Manchanda

BEAT NAME TALBEHAT Mahendr Ki. BalaJi Ki. Tinku Ki. Awadesh Ki. Arihant Ki.

BEAT NAME BADAGAON Radhika Ki. KanKane Ki. Ramkumar Ku Amit Ki. Modi Ki.

BEAT NAME CHIRGAON Akash Ki. Santosh Ki. Lalla Coanch Ki. Suresh Ki. Manoj Ki.

MOTH Agrwal Kirana Saleem Jadd

BEAT LIST LALTIPUR Sunil Kumar Jain Najhai R K Kirana

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Rizwan Kanfe pro Santosh jadd pradeep Kirana

pankaj J Kirana Harvans Kumar Pinku Sudha sagar Kirana

BEAT NAME BABINA Shiv pro Mulak raj Sahrma Pro Lakhan lal L Shrikant K

BEAT NAME MADAWARA Ankur Ki. Sunil K/s Munna Lohiya Prasanna K Rakesh K

BEAT NAME MAHERONI Bala Ji (Sahu) K Priti K Devendra K Nandani G/s Sanju Baba

PUNCHH Meenu K/s Amar K/s Brijendra K Syamu K/s Ramu k/s

MEDICAL+SHIVAJI NAGAR Vikas G/s

PIRONA Harish Cand Sirothia

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Arora K/s Vishal Stor Sushil Sahu Mohan Sahu

Ram Prakash Gupta Vinod Ku Pramod Ku Gupta K

SADAR - ELITE Snax House Ghansyam K Hkim K Sevandas K Ambe K/s

MAIN GANDHI ROAD Faruq Bakery Om confectionary Ajay confectionary Govind Namkeen Sanjay Namkeens

NARIA BAZAR- UNNAO GET Anand Pro. Rai Namkeen Pandu Pro. Veerendra Tea Sitarma K

AWAS VIKASKHATIBABA-NAGRA Omi sahu K/s Sevak K/s manav K/store Silpy K/s Dhirendra K/s

SIPRI

GADIA PHATAK NAGRA GADIA PHATAK - NAGRA

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Techand K Ramraja K Kailash Garidas K Agrawal K

Neha Stor Maa Sharda G/s Jagdish Gupta Prince Stors Gaurav K

SIPRI - OUT Modern G/s N.P. K/s Arya Canteen Sanjeev K/s Malhotra

BIHARI PURA Dhiraj K Abhishek K Vivek K Jai Maa Kali Nathu Ram Anil Kr

PULIA NO. 9 Kaja Husain Sahu K Vikkay K Prem Narayan Kanti S

HAAT KA MAIDAN Anil K Jyoti K Dhirendra K Mehera K Sudhir K

KHATI BABA Arti Kirana

NARIYA Sitaram Rajkumar

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R.K. K Sambhu K Devendra K Umashakar K

Anand Gns Jitu Gns Mahesh Medical Rahul K

GANDHI GAR Gupta Medical Gangil Medical Neha Medial Chetan K Patwa Store

GADIYA PHATAK Avadh Kirana Pintu K Sunil Medical Anup Gns Khan Gns

PASRAT Ambey Kirana Sarawgi Store Chaurasiya K S.K. K Vishal K

UNNAO GATE Annpurna K Sanjeev Medical Khati Baba K Swagat Store Sonu GNS

PREM NAGAR Vishal K Sanjay Gns

KHERA Agarwal K Modi K

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Jai Medical Sapna Gns Ganga Rai K

Sahu K Shivam K Rajendra kira

NAINAGARH Brijendra GNS Rajendra K Piyush K Pooran Gns Arti K

NANDANPURA Gupta Kirana Suresh K Prashant Kirana Sai Kirpa Store Pramod Kirana

KHATI BABA Sindh Medicla Sikha Kirana Abhishek Gns Harish GR Navi Gns

HIGH WAY HOTEL Omi Shau Amit Sahu Dinesh K Silpi GNS Dhrendra GNS

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DATA ANALYSIS

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DATA ANALYSISQ.1 what rank will you give to Anmol Product according to sale among theses biscuit Company?

Anmol Britannia Sunfeast Raja Biscuits Parle-G

15 % 25% 17% 9% 34%

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Q.2 What is the rank of Anmol Product according to Quality among these products?

Anmol Britannia Sunfeast Raja Biscuits Parle-G

17% 15% 23% 11% 34%

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Q.3 Which flavor of Anmol sales more?

Butter bake Lemon maja Yummy 2-in-1

51%

15%

20% 14%

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Q.4 who are Competitor of Anmol Products?

Britannia Sunfeast Raja Biscuits Parle-G

22% 15% 13% 50%

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Q.5 what price ranges of Anmol products sales more?

2.00 5.00 10.00 15.00

18% 41% 19% 22%

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Q.6 What are the main factors that effect the sale of Anmol Produc?. Proper Marketing Advertisement Proper Distribution All of these 4% 71% 5% 19%

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Q.7 what is the rank of Anmol Product According to Productivity among these product?

Anmol Britannia Sunfeast Raja Biscuits Parle-G

25% 18% 25% 9% 23%

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Q.8 What rank will you give to Anmol among these product according to Packaging?

Anmol Britannia Sunfeast Raja Biscuits Parle-G

12% 38% 25% 7% 18%

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SWOT ANALYSIS

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SWOT ANALYSISAppraising a company is resources strengths weakness & its external opportunities & threats, commonly known as swat analysis, provide a good overview of whether its overall situation is fundamentally health or unhealthy just as important a first rate swat analysis provides the basis for crafting a strategies that capitalizes in the companys resources aims squarely at capturing the companys best opportunities & defends against the threats

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COMPANY STRENGTHS

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STENGHTSy Company have best expertise in providing consistently good customer services y Company has excellent mass merchandising skills. y Company has excellent worldwide Distribution facilities. y Company has cutting edge computer Network and information system. y Company has a base of loyal customer. y Computer assisted design & manufacturing system y Company has a well functioning company internet & ecommerce system for accessing & exchanging Information with supplies & key customer. y Brand-name Image, Company reputation buyer good will or a motivated & energized workface y Short development times in bringing new product to market, a strong dealer network, strong partnership with key supplies on R & D organization with the ability to keep the company full of

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innovative new product, A high degree of organizational ability in responding to shifting market condition & emerging opportunities. y Low overall costs, market share leadership, superior products, and a wide products selection strong name.

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WEAKNESS OF COMPANY

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WEAKNESS OF COMPANYy Lack of human resources in Jhansi y Lack of appropriate skills in leveraging the resources (where available) in competing with other firm. y Lack of Strategic direction.

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OPPORTUNITY OF COMPANY

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OPPORTUNITY OF COMPANYy Emergence of new customers segment in the market opening up of new markets for the company. y Change in the customers habits & preferences & their buying behavior. y Change in the Technological, Regulatory, social or economic environment of the industry that either have on impact on the product market scope of the time, or help it cut cost & improve productivity & enhance quality.

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TREATS OF THE COMPANY

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THREATS OF THE COMPANY

y Emergence of new customer segment in the market/ opinion up of new market for the company, which the company is not currently seared to serve. y Change in the customer habits & preference & their buying behaviors. y Entry of new competitors in the market with new business models, better technologies & superior products.

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FINDINGS OF STUDY

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FINDINGS OF STUDYMy conclusion about Anmol Brand Equity carried out by meeting with 20 Distribution & 300 retailers in Jhansi & around the Jhansi. During my training period I meet different different retailer & Distribution & after listening their view about Anmol products we reached the conclusion which are given Below..

y Anmol Have a great potential to capture the Jhansi market but its product mostly face the problem short supply of those product which customers demanded. y There are many product of Anmol whose sale is Zero but company regularly supply there products. y Some product packaging such lemon Maza in too dull that customer dislike to see its packaging. y Anmol should Improve their product quality such as GLUCOSE Many retailer complaint that its taste in Just like y During my survey I find that damages of Anmol products are a great problem which affects their sales.88

y Many customers dont know that Anmol is a biscuit co due to lack of Advertisement. y Anmol market Share is about 45-55 paisa/person y Company has the less contact with their Retailers & Distributor.

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CONCLUSIONS

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CONCLUSIONS OF STUDYAfter meeting with 80 retailers & 20 Distributors I reached at conclusions which are given below.. y Jhansi is a under developing city & their customers are less aware about the market so its a very great opportunity for ANMOL COMPANY to capture the Jhansi market to attract the customers. y After my survey I reached at a conclusion that in rural area ANMOL products have a large sale but in urban area it is not accepted as a BRANDED product.

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RECOMMENDATION

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RECOMMANDATIONS OF STUDYAnmol have a great potential to capture the Jhansi and around the market & it is the fastest growing company of biscuit Industry. It started from Calcutta from 1993 with only one plant but now it has seven plants to serve the customer through provide them good quality at a reasonable price. During my training period I find out some points to make the mission, objective of Anmol Company more effective efficient these suggestions are given below.

Advertisement: - Advertisement plays very vital and importantrole in the growing of the sale of any product. Through Advertisement we can show off our product to the customer you can only spread the range & product Quality through Advertisement. Example :- Let suppose customer purchase a Butter Bake of Anmol Company but Next time he forget that What flavor Of Anmol biscuit he took previously than he remind it to see the advertisement.93

Retailer has not a much time to show off all the range & price of any product of any company. So Advertisement helps the customer to know the product range. Price range & flavors which company produced. If company spent some amount on Advertisement which Increase the market share of Anmol only .05 paisa/person then it will be good for companyPACKAGING: - Packaging in the other factors that affect the sale of

any company product During my training period I find out that the packaging of Anmol product are very dull & many retailer Complaint for this during my training period.

Effect of Packaging: - packaging effect the behavior of consumerduring their purchasing time packaging affects the customer psychology because He made negative perception to see the product packaging. Anmol use the Normal polythene for the packaging of its product I suggest to use ziletin polythene to pack their product.

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FOLLOW MARKETING MIX: - company should follow the

marketing mix which is

Product: - Company should regularly confirmed that their product satisfied the customer needs Place: place should be perfect Price: price should be reasonable Promotion: Use the suitable mood of promotion

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Packaging: It should be attractive.

DAMAGES SOLUTION: - As we concern above that the damagesof product in the one of the main problems many retailer complaint us that damages amount of product in High & the Replacement of Damages takes long time

IMPROVE THE QUALITY OF PRODUCT: - Companyshould improve the quality of their product because customer wants best quality at reasonable price. Many retailer complaints us that the Taste of the glucose of Anmol is just like floor.

INCREASE THE PRODUCTS SIZE: - Company shouldincrease the product size because company has only the highest product whose cost is only Rs 15. Company has not the family pack just like Parle-G which have the family pack whose cast in Rs. 40/pack

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So company should produced family pack

PRODUCED HIGH PRICE RANGE BISCUITS: Company should produce high price range product. During my Training period I find it that in Jhansi many standard bakery like Nav Bharat, Star Bakery Demanded dry fruits types

biscuits whose cost in high & which represent the standard of richest society just like hide & seek biscuit

Provide Offers: - providing offers is the best way to promote theirproduct so company should provide offers to customers. Example ii) Buy 4 gets one free iii) Take 15 Rs batter bake 4 get 2 Rs. Pack free Because the time first priority of any company is to computer the market by this way or that way so this is the best way

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Company should produce the festival purpose product which may be use as the gifts just like Britannia & other biscuit companies produced.

MANTAIN THE RELATIONSHIP WITH RETAILER & DISTRIBUTORS: - Retailers & Distributors play a very important& vital Role in the success of any company product so it is very necessary to maintain the good relationship with the retailers & Distributors. It may be possible through give some gifts to retailers & Distributors occasionally

Concern about problem which they faces & solve it as soon as possible I am totally agree that company ASM Rajeev Saxena give him 100% to maintain the relationship but due to shortage of staff it may be difficult.

INCREASE SUPPLY :- Company should increase the supply ofproduct because due to short supply costumer may be loyal for other company product because many Distributors complaints that when he98

demanded 1440 boxes then he gets only 1000 boxes during the winter season when the sales of biscuits reaches their peak points.

QUESTIONAIRE

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QUESTIONNAIRE

1. What rank will you give to Anmol Product according to sale among theses biscuit Company? a. Anmol d. Raja Biscuits b. Britannia e. Parle-G c. Sun feast

2. What is the rank of Anmol Product according to Quality among these products? a. Anmol d. Raja Biscuits b. Britannia e. Parle-G c. Sun feast

3. Which flavor of Anmol sales more? a. Butter bake b. Lemon maja c. yummy d. 2-in-1

4. Who are Competitor of Anmol Products? a. Anmol d. Raja Biscuits b. Britannia e. Parle-G c. Sun feast

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5. What price range of Anmol products sales more? a. 2.00 b. 5.00 c. 10.00 d. 15.00

6. What are the main factors that affect the sale of Anmol Product? a. Proper Marketing b. Advertisement c. Proper

Distribution d. All of these 7. What is the rank of Anmol Product According to Productivity among these products? a. Anmol d. Raja Biscuits b. Britannia e. Parle-G c. Sun feast

8. What rank will you give to Anmol among these products according to Packaging? a. Anmol d. Raja Biscuits b. Britannia e. Parle-G c. Sun feast

9. Your suggestion about Anmol Product. .. .101

BIBLIOGRAPHY

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BIBLIOGRAPHYy Philip Kotler (Eighth Edition) Marketing Management, Prentice Hall of India Ltd. y Advertising and marketing Magazine y Company Literature y Market survey and questionnaires y Web site: www.anmolbakers.com Web site: www.google.com Business World

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