Market Analysis and Understanding of Retailer Behavior at United Biscuits Pvt. Ltd.

Summer Internship Project Report

On

“Market Analysis and understanding of Retailer Behavior”

At

United Biscuits Pvt. Ltd.

PLADIS GLOBAL

In Partial Fulfillment of

PGDM – Batch XXVI

Submitted To

Dr. Vinaytosh Mishra

Submitted By

Shubham Gupta

Roll No. 261106

[pic 1]

FORE School of Management

New Delhi    

July 2018

Declaration by the Student

I, Mr. Shubham Gupta, Roll No. 261106, have completed my summer internship at United Biscuits Pvt. Ltd. and has submitted this project report entitled Market Analysis and understanding of Retailer Behavior towards partial fulfilment of the requirements for the award of the Post Graduate Diploma in Management (FMG-26/IMG-11) 2017-2019.

This Report is the result of my own work, no part of it has earlier comprised any other report, monograph, dissertation or book.

Signature

Shubham Gupta

Certificate

This is to certify that Mr Shubham Gupta, Roll No. 261106, has completed his/her summer internship at United Biscuits Pvt. Ltd. and has submitted this project report entitled Market Analysis and understanding of Retailer Behavior towards partial fulfilment of the requirements for the award of the Post Graduate Diploma in Management (FMG-26/IMG-11) 2017-2019.

This Report is the result of his/her own work and to the best of my knowledge, no part of it has earlier comprised any other report, monograph, dissertation or book.  This project was carried out under my overall supervision.

Date: 4th July, 2018

Place: New Delhi

————————————-

Internal Faculty Guide

ACKNOWLEDGEMENT

I would like to take this opportunity to express my immense gratitude to all the people who have extended their guidance & assistance to me for the successful completion of this project report.

I wish to express my sincere gratitude to the entire team at Pladis Global (United Biscuits India Private Ltd.), who have helped me in every possible way to make my experience a successful one.  

I am highly indebted to my Project Mentor, Mr. Sanjeev Kumar - Area sales manager, Pladis Global, and Mr. Randheer Jha – Sales officer, Pladis Global –for giving me the opportunity to work on this project and for their continued support and guidance throughout the course of the internship. I would like to thank all the employees who helped me in completing my project by taking time out of their busy schedules and sharing their valuable inputs.  

I am highly obliged to my Faculty Mentor, Mr Vinaytosh Mishra, Professor, FORE School of Management for her continued guidance, support, mentoring on this project and for providing me with her valuable insights.

I hope that I can build upon the experience and knowledge that I have gained and make a valuable contribution towards this industry in coming future.

CONTRIBUTION

During the course of this Summer Internship Project, I was able to gauge the perception toward the brand ‘McVitie’s and brought attention to issues not recognized by the company.

I have helped in increasing overall sales of McVitie’s in the given location. I have provided recommendations regarding the beat plan as well as areas in which we can further improve our sales.

Apart from the project, I personally acted as a resource for United Biscuits in their processes and day-to-day functioning which included conducting sales, interviews.

This project directly or indirectly will help the organization to sustain and scale its growth by incorporating the best practices of the industry and will help in alignment of their strategies to achieve its goal.

EXECUTIVE SUMMARY

The Project is focused on developing structured understanding regarding the various proceedings at the Summer Internship. I have tried to understand the current market scenario in cookie biscuit industry and to push the presence of McVitie’s as a brand in the General Trade.

Following are the objectives of my internship:

• Observe and analyze the market conditions.
• Collect data of the availability of Mcvitie’s cookie and competitor’s cookie in the market.
• Understanding the decision making process of retailers using Analytical hierarchy process.
• Suggest areas of improvement for McVitie’s in terms of its market positioning and visibility.
• To provide new practical ideas for improving the overall presence of the brand and for more effective utilization of the company’s resources.

Furthermore, my study has tried to integrate each objective of my internship with other to come to final conclusion.

To address these objectives, I used both qualitative research and quantitative research like end-to-end discussions, interviews, collecting data in the daily sales report and discussions with retailers to gain insights on their preferences in my focus area.

The findings will not only help the company gain insight into the buying behavior of retailers but will also help the McVitie’s brand of biscuits to grow and get an edge over competitors like Britannia and Parle.

In doing so, the study contributes in providing the organization and its stakeholders with a clear direction that will allow them to make certain strategic changes in order to upscale the overall market standing of McVitie’s biscuits.  

CHAPTER 1: INTRODUCTION

1.1 Background

India is largely a tea drinking country with affection towards consuming biscuits during tea time. Pladis Global is a leading multinational in the biscuits industry. United Biscuits launched its flagship biscuit brand McVitie’s biscuits in India in the year 2010. In this study, I analyse McVitie’s biscuits as a brand in the Modern Trade hyper markets especially focussing on the adult biscuit category segments i.e. Digestive, Marie biscuits & cookies range. This category relates to those biscuit ranges which are used by and targeted for adults, which promote health, improve digestion, have low sugar content and which are lighter to consume. I was associated with the company for General Trade related sales and marketing. I was associated with General trade sales outlets.