A project report on a study on the impact of marketing startegies on the buying habits of the consumer
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Mar 12, 2022
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About This Presentation
Summer internship project
Slide Content
1
A PROJECT REPORT ON
“A STUDY ON THE IMPACT OF MARKETING STRATEGIES
ON THE BUYING HABITS OF THE CONSUMER ”
A summer internship project (sip) done in
“Marketing Specialization”
Submitted in partial fulfilment of the requirement for the award of degree of
Master of Management Studies (MMS) under the university of Mumbai
Submitted by:
NIKHIL MHATRE
ROLL NO. 2020M0139 PRN: 2015016402565564
BATCH: 2020-2022 ACADEMIC YEAR: 2020-2021
Under the Guidance of
PROF. S.S Ranjan
Bharati Vidyapeeth’s Institute of Management Studies& Research
Navi Mumbai
A PROJECT REPORT ON
“A STUDY ON THE IMPACT OF MARKETING STRATEGIES
ON THE BUYING HABITS OF THE CONSUMER ”
A summer internship project (sip) done in
“Marketing Specialization”
Submitted in partial fulfilment of the requirement for the award of degree of
Master of Management Studies (MMS) under the university of Mumbai
Submitted by:
NIKHIL MHATRE
ROLL NO. 2020M0139 PRN: 2015016402565564
BATCH: 2020-2022 ACADEMIC YEAR: 2020-2021
Under the Guidance of
PROF. S.S Ranjan
Bharati Vidyapeeth’s Institute of Management Studies& Research
Navi Mumbai
2
Acknowledgement
On the outset of this report, Researcher would like to extend his sincere and heartfelt gratitude
to all the people who have helped me in this endeavour. There guidance, help and cooperation
has encouraged me to accomplish my goals.
Researcher is utterly indebted to Mr. Arvind Sharma (CEO) and Ravi foods pvt ltd for giving
me this opportunity to work with dukes.
Researcher would also like to express his sincere thanks to Mr. Jogi (Industry Mentor) for
providing valuable support and suggestions for giving a better understanding about research
and their workings. Without his guidance, help and support this project would not have been
possible.
Researcher is extremely thankful to my Mentor Prof. S.S Ranjan for his valuable insight and
support on completion my project.
Researcher would like to thank Bharati Vidyapeeth’s Institute of Management Studies&
Research for giving me this opportunity. In the completion of my project.
Last, but not least. The researcher would like to express his appreciation to his family and
friends, who have always supported and assisted in the execution of this study, either directly
or indirectly.
Researcher would like to apologise for any omissions in the brief acknowledgment. Researcher
is grateful to each and every one who has helped me knowingly or unknowingly.
Signature of the student
NIKHIL SHRIKANT MHATRE
Acknowledgement
On the outset of this report, Researcher would like to extend his sincere and heartfelt gratitude
to all the people who have helped me in this endeavour. There guidance, help and cooperation
has encouraged me to accomplish my goals.
Researcher is utterly indebted to Mr. Arvind Sharma (CEO) and Ravi foods pvt ltd for giving
me this opportunity to work with dukes.
Researcher would also like to express his sincere thanks to Mr. Jogi (Industry Mentor) for
providing valuable support and suggestions for giving a better understanding about research
and their workings. Without his guidance, help and support this project would not have been
possible.
Researcher is extremely thankful to my Mentor Prof. S.S Ranjan for his valuable insight and
support on completion my project.
Researcher would like to thank Bharati Vidyapeeth’s Institute of Management Studies&
Research for giving me this opportunity. In the completion of my project.
Last, but not least. The researcher would like to express his appreciation to his family and
friends, who have always supported and assisted in the execution of this study, either directly
or indirectly.
Researcher would like to apologise for any omissions in the brief acknowledgment. Researcher
is grateful to each and every one who has helped me knowingly or unknowingly.
Signature of the student
NIKHIL SHRIKANT MHATRE
3
4
Certificate
This is to certify that the Summer Internship Project (SIP) titled “A Study on The
Impact of Marketing Strategies on The Buying Habits of The Consumer” is
successfully done by Mr. Nikhil Mhatre, Roll no. 139, Batch 2020-2022
Academic year 2021-2022, a student of Bharati Vidyapeeth’s Institute of
Management Studies and Research, Navi Mumbai, submitted in partial fulfilment
of MMS -Master of Management Studies programme affiliated to the University
of Mumbai from 17th May to 17th July 2021 for Dukes India Private limited.
Date:
Prof. S.S Ranjan Dr. Anjali Kalse
Project Guide Director
BVIMSR BVIMSR
Certificate
This is to certify that the Summer Internship Project (SIP) titled “A Study on The
Impact of Marketing Strategies on The Buying Habits of The Consumer” is
successfully done by Mr. Nikhil Mhatre, Roll no. 139, Batch 2020-2022
Academic year 2021-2022, a student of Bharati Vidyapeeth’s Institute of
Management Studies and Research, Navi Mumbai, submitted in partial fulfilment
of MMS -Master of Management Studies programme affiliated to the University
of Mumbai from 17th May to 17th July 2021 for Dukes India Private limited.
Date:
Prof. S.S Ranjan Dr. Anjali Kalse
Project Guide Director
BVIMSR BVIMSR
5
Executive Summary
Summer internships are widely regarded as students' initial forays into the working world.
Now is the moment for students to put their words and theories into practise. This is an
opportunity to apply classroom information to a real-world scenario. While working on the
project, students are supervised by a manager who also serves as a mentor.
The main objective of the study is to study the various forms of marketing that includes the
traditional or conventional form of marketing and also the digital marketing Strategies of
dukes.
It is critical to investigate customers' perceptions of Dukes as a brand, as well as the impact of
Dukes' marketing efforts, both traditional and digital.
Perception is the consequence of a product-related experience, and this question represents a
consumer's overall impression of the product's performance. Satisfaction and attitude are ideas
that are strongly connected. Attitude and satisfaction are psychological concepts that may be
described as the appraisal of an item and the individual's connection to it.
During the internship, a lot of market research as well as a lot of analysis work on marketing
tactics was done. Research on brand perception recognition on social media platforms was
also conducted. A variety of hypotheses were developed based on customers comments on
social media. The questionnaire was designed in such a way that it could be used to test those
hypotheses using relevant data.
Studying Dukes as a brand in isolation may not provide the complete picture, but it is critical
to analyse the entire industry as a whole. The FMCG market was carefully researched in this
study. The competitors and their positions were also investigated. This provided a wonderful
insight into the overall market and Duke's position in it.
Understanding how customer and potential customer behaviour is essential in spotting gaps in
consumer expectation and taking corrective measures. Consumer perception can be altered by
various Marketing techniques. Traditional marketing is still an essential tool in spreading
brand awareness. But given the internet boom digital marketing is an essential tool in
marketing and branding goals.
Executive Summary
Summer internships are widely regarded as students' initial forays into the working world.
Now is the moment for students to put their words and theories into practise. This is an
opportunity to apply classroom information to a real-world scenario. While working on the
project, students are supervised by a manager who also serves as a mentor.
The main objective of the study is to study the various forms of marketing that includes the
traditional or conventional form of marketing and also the digital marketing Strategies of
dukes.
It is critical to investigate customers' perceptions of Dukes as a brand, as well as the impact of
Dukes' marketing efforts, both traditional and digital.
Perception is the consequence of a product-related experience, and this question represents a
consumer's overall impression of the product's performance. Satisfaction and attitude are ideas
that are strongly connected. Attitude and satisfaction are psychological concepts that may be
described as the appraisal of an item and the individual's connection to it.
During the internship, a lot of market research as well as a lot of analysis work on marketing
tactics was done. Research on brand perception recognition on social media platforms was
also conducted. A variety of hypotheses were developed based on customers comments on
social media. The questionnaire was designed in such a way that it could be used to test those
hypotheses using relevant data.
Studying Dukes as a brand in isolation may not provide the complete picture, but it is critical
to analyse the entire industry as a whole. The FMCG market was carefully researched in this
study. The competitors and their positions were also investigated. This provided a wonderful
insight into the overall market and Duke's position in it.
Understanding how customer and potential customer behaviour is essential in spotting gaps in
consumer expectation and taking corrective measures. Consumer perception can be altered by
various Marketing techniques. Traditional marketing is still an essential tool in spreading
brand awareness. But given the internet boom digital marketing is an essential tool in
marketing and branding goals.
6
The main focus of this project is understanding FMCG market and how digital marketing
affects consumer behaviour. The secondary purpose is to understand the consumer perception
towards Dukes products.
Dukes was established in 1995 in Hyderabad, Telangana. Dukes is an Indian food product
corporation. It’s the flagship brand of Ravi Foods Pvt Ltd which was founded in 1988 in
Hyderabad.
This analysis is carried out by reviewing the questionnaire and the observations of more than
90 consumers. The purpose of this questionnaire is to ascertain people's attitudes on various
marketing techniques implemented by Dukes India.
The questionnaire approach was mostly employed to carry out the investigation. The replies
were collected using Google forms. The replies were collected and presented into graphical
aids for better understanding and presenting the data.
The main focus of this project is understanding FMCG market and how digital marketing
affects consumer behaviour. The secondary purpose is to understand the consumer perception
towards Dukes products.
Dukes was established in 1995 in Hyderabad, Telangana. Dukes is an Indian food product
corporation. It’s the flagship brand of Ravi Foods Pvt Ltd which was founded in 1988 in
Hyderabad.
This analysis is carried out by reviewing the questionnaire and the observations of more than
90 consumers. The purpose of this questionnaire is to ascertain people's attitudes on various
marketing techniques implemented by Dukes India.
The questionnaire approach was mostly employed to carry out the investigation. The replies
were collected using Google forms. The replies were collected and presented into graphical
aids for better understanding and presenting the data.
7
TABLE OF CONTENTS
Chapter Contents Page No.
A Acknowledgement (i)
B Certificate (ii)
C Executive Summary (iii)
D Table of Contents (iv)
1
Introduction to the Project
Concept, significance and need of the study.
9
1.1 Objective of the study 10
1.2 Scope of the study 10
1.3 Introduction 11
2 Introduction to the Industry 16
2.1 Overview 17
2.2 Major Players, Market share, current scenario 19
2.3 Future Trends 21
3 Introduction to the company 23
3.1 Organisation Profile 27
3.2 Departments of organisation 29
3.3 SWOT Analysis 30
4 Research Methodology 33
4.1 Research design 33
4.2 Source of data 33
4.3 Data Collection Tools and Techniques 34
4.4 Sample Design 34
5 Data Analysis and Interpretation 36
6 Conclusion and Suggestion 51
6.1 Findings 51
6.2 Suggestions 51
TABLE OF CONTENTS
Chapter Contents Page No.
A Acknowledgement (i)
B Certificate (ii)
C Executive Summary (iii)
D Table of Contents (iv)
1
Introduction to the Project
Concept, significance and need of the study.
9
1.1 Objective of the study 10
1.2 Scope of the study 10
1.3 Introduction 11
2 Introduction to the Industry 16
2.1 Overview 17
2.2 Major Players, Market share, current scenario 19
2.3 Future Trends 21
3 Introduction to the company 23
3.1 Organisation Profile 27
3.2 Departments of organisation 29
3.3 SWOT Analysis 30
4 Research Methodology 33
4.1 Research design 33
4.2 Source of data 33
4.3 Data Collection Tools and Techniques 34
4.4 Sample Design 34
5 Data Analysis and Interpretation 36
6 Conclusion and Suggestion 51
6.1 Findings 51
6.2 Suggestions 51
8
6.3 Limitations 52
6.4 Conclusion 53
7 Learning Experience from the Project 50
7.1 Bibliography 54
7.2 Annexure 55
6.3 Limitations 52
6.4 Conclusion 53
7 Learning Experience from the Project 50
7.1 Bibliography 54
7.2 Annexure 55
9
Chapter No. 1: Introduction to the Project
1.1 Concept, Significance and Need of study.
Traditional Marketing strategies which include broadcast and print media are effective in
reaching a wider costumer but they lack focus, since these strategies are targeted at a group of
people and thus the conversion rate of potential consumers into paying customers is fairly low
when compared to Digital marketing. Collecting data and analysing it to draw conclusions that
can help the organisation formulate new strategies is relatively simple in the case of digital
marketing as it relies on clicks, impressions, hits and other data type can be easily collected
and processed.
The project is designed in way to understand how people respond to various way of digital
marketing. This data is essential in formulated future digital marketing strategies and allocate
resource for the same. Data driven strategies have a high chance of success and there is
minimum resource wastage. Thus, its ideal for a business to rely on data and its interpretation.
Digital Marketing is not limited to E-businesses (e.g., Amazon.com), it can also be used for
FMGC Food products as well. Traditional Marketing strategies are one-way affairs, Brand
showcase their products via T.V or print media but people don’t usual interact with brands.
Digital platforms all customers to interact with brands and form a much better customer
relation.
Digital Marketing consists of various techniques like Blogging, Email Marketing, Social
media posts, eBooks etc. This project aims to Understand highly effective digital marketing
techniques.
With rise in the number of internet users in India the influence of social media is going to
increase exponentially. This ultimately opens a number of potentials for effective marketing
strategies. As of now it’s one of the most important and effective avenues of marketing with
an industry.
Chapter No. 1: Introduction to the Project
1.1 Concept, Significance and Need of study.
Traditional Marketing strategies which include broadcast and print media are effective in
reaching a wider costumer but they lack focus, since these strategies are targeted at a group of
people and thus the conversion rate of potential consumers into paying customers is fairly low
when compared to Digital marketing. Collecting data and analysing it to draw conclusions that
can help the organisation formulate new strategies is relatively simple in the case of digital
marketing as it relies on clicks, impressions, hits and other data type can be easily collected
and processed.
The project is designed in way to understand how people respond to various way of digital
marketing. This data is essential in formulated future digital marketing strategies and allocate
resource for the same. Data driven strategies have a high chance of success and there is
minimum resource wastage. Thus, its ideal for a business to rely on data and its interpretation.
Digital Marketing is not limited to E-businesses (e.g., Amazon.com), it can also be used for
FMGC Food products as well. Traditional Marketing strategies are one-way affairs, Brand
showcase their products via T.V or print media but people don’t usual interact with brands.
Digital platforms all customers to interact with brands and form a much better customer
relation.
Digital Marketing consists of various techniques like Blogging, Email Marketing, Social
media posts, eBooks etc. This project aims to Understand highly effective digital marketing
techniques.
With rise in the number of internet users in India the influence of social media is going to
increase exponentially. This ultimately opens a number of potentials for effective marketing
strategies. As of now it’s one of the most important and effective avenues of marketing with
an industry.
10
Ever coin has a flip side. Similarly digital marketing isn’t the holy grail of marketing. An
Unethical advert or a negative customer feedback can lead to negative impact the brand image,
because any such instant on a digital platform can reach millions of people within a matter of
minutes.
1.2 Objective of the study:
• Analysis the traditional as well as the digital marketing strategies of dukes.
• Analysis the brand awareness of dukes among various demographics.
• Analysing the effects of digital marketing on consumer preferences.
1.3 Scope of study:
• To understand the Working of the FMGC food industry.
• To study the various aspects of digital marketing in FMCG food industry.
• To study how the customers perception various depending on the basis of various social
media marketing strategies.
Ever coin has a flip side. Similarly digital marketing isn’t the holy grail of marketing. An
Unethical advert or a negative customer feedback can lead to negative impact the brand image,
because any such instant on a digital platform can reach millions of people within a matter of
minutes.
1.2 Objective of the study:
• Analysis the traditional as well as the digital marketing strategies of dukes.
• Analysis the brand awareness of dukes among various demographics.
• Analysing the effects of digital marketing on consumer preferences.
1.3 Scope of study:
• To understand the Working of the FMGC food industry.
• To study the various aspects of digital marketing in FMCG food industry.
• To study how the customers perception various depending on the basis of various social
media marketing strategies.
11
1.4 Introduction to the topic:
Meaning of Marketing:
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses.
Marketing makes use of the “marketing mix,” also known as the four Ps—product, price,
place, and promotion.
4 Ps of Marketing:
The 4 Ps of Marketing are a simple formula for identifying and dealing with the important
aspects of your marketing plan, according to E. J. McCarthy.
Product:
Having a product is essential, as it is the foundation of all marketing. A product may be
anything that a firm provides to its customers in order to meet a demand. The ideal thing to
do is build your product or service on the requirements and motivations of customers, as well
as how the product would benefit the user, rather than the physical qualities or properties of
the object.
Place:
Strategic merchandising sites can range from an internet store to a network of physical
outlets spread over several cities or nations. The distribution strategy's objective is to provide
potential customers with simple access to your products/services while also providing a
positive experience throughout the purchase process.
1.4 Introduction to the topic:
Meaning of Marketing:
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses.
Marketing makes use of the “marketing mix,” also known as the four Ps—product, price,
place, and promotion.
4 Ps of Marketing:
The 4 Ps of Marketing are a simple formula for identifying and dealing with the important
aspects of your marketing plan, according to E. J. McCarthy.
Product:
Having a product is essential, as it is the foundation of all marketing. A product may be
anything that a firm provides to its customers in order to meet a demand. The ideal thing to
do is build your product or service on the requirements and motivations of customers, as well
as how the product would benefit the user, rather than the physical qualities or properties of
the object.
Place:
Strategic merchandising sites can range from an internet store to a network of physical
outlets spread over several cities or nations. The distribution strategy's objective is to provide
potential customers with simple access to your products/services while also providing a
positive experience throughout the purchase process.
12
Price:
The pricing of your products and services is a critical component of any marketing strategy.
This factor has an impact on other factors such as:
• The margin you hope to obtain.
• What target market do you want to appeal to and what purchasing power do your
consumers have? Do you want to enter the luxury market or the mass market?
• The company's financial goals.
• How does the competition price their products and what possible product substitutes
are there?
• Increasing your price in order to give a better perception of quality.
Promotion:
This refers to all the marketing and communication that is done in order to showcase the
benefits of your product or service within the market. This is how you increase sales.
Types Of Marketing Strategies:
1. B2C Strategies:
• Paid Media Advertising
• Direct Selling
• Point-of-Purchase (POP) Marketing.
• Co-Branding, Affinity, and Cause Marketing.
• Conversational Marketing.
2. B2B Marketing Strategies:
• Industry events.
• Referral program.
• Account based marketing (ABM) and retargeting.
• Inbound Marketing.
• Content Marketing.
Price:
The pricing of your products and services is a critical component of any marketing strategy.
This factor has an impact on other factors such as:
• The margin you hope to obtain.
• What target market do you want to appeal to and what purchasing power do your
consumers have? Do you want to enter the luxury market or the mass market?
• The company's financial goals.
• How does the competition price their products and what possible product substitutes
are there?
• Increasing your price in order to give a better perception of quality.
Promotion:
This refers to all the marketing and communication that is done in order to showcase the
benefits of your product or service within the market. This is how you increase sales.
Types Of Marketing Strategies:
1. B2C Strategies:
• Paid Media Advertising
• Direct Selling
• Point-of-Purchase (POP) Marketing.
• Co-Branding, Affinity, and Cause Marketing.
• Conversational Marketing.
2. B2B Marketing Strategies:
• Industry events.
• Referral program.
• Account based marketing (ABM) and retargeting.
• Inbound Marketing.
• Content Marketing.
13
Meaning of digital marketing:
Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
not only email, social media, and web-based advertising, but also text and multimedia
messages as a marketing channel.
Types of digital Marketing:
• Search engine optimization
• Content Marketing
• Social media Marketing
• Pay-per-click Marketing
• Affiliate Marketing
• Native Advertising
• Marketing Automation
• Email Marketing
Advantages of Digital Marketing:
• A broad geographic reach
• Cost efficiency
• Quantifiable results
• Easier personalization
• More connections with customers
• Easy and convenient conversions
Disadvantages of digital Marketing:
• Dependability on Technology
• Security and privacy issues
• Maintenance costs due to a constantly evolving environment
• Worldwide competition through globalisation
Meaning of digital marketing:
Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
not only email, social media, and web-based advertising, but also text and multimedia
messages as a marketing channel.
Types of digital Marketing:
• Search engine optimization
• Content Marketing
• Social media Marketing
• Pay-per-click Marketing
• Affiliate Marketing
• Native Advertising
• Marketing Automation
• Email Marketing
Advantages of Digital Marketing:
• A broad geographic reach
• Cost efficiency
• Quantifiable results
• Easier personalization
• More connections with customers
• Easy and convenient conversions
Disadvantages of digital Marketing:
• Dependability on Technology
• Security and privacy issues
• Maintenance costs due to a constantly evolving environment
• Worldwide competition through globalisation
14
Process involved in Digital Marketing:
1. Create an Internet Marketing Plan:
What outcomes do you seek, and how much money are you willing to pay to achieve
those outcomes? If you want to acquire Retailers, think about how much a Retailer is
worth to your company and how much you can spend to gain a new Retailer (or keep
an existing Retailer). What do you want your website visitors to do when they arrive?
To convert visitors into Retailers, you must first understand your target audience.
2. Evaluate your web site and fix the real problems:
Check that your website renders properly and fast on the machines of your visitors.
Whatever you do, do not inform the visitor which software to use. “This site is optimised
for Internet Explorer” is a smack in the face to anyone who uses Firefox or a Mac.
3. Use web analytics to learn from your visitors
To get vital information like the no. of visitors, Source of visitor referrals, things they
found most interesting on the website.
4. Promote your web site via Pay-Per-Click (PPC) advertising and any other methods
PPC advertising is also a way to simultaneously test hundreds or thousands of different
keywords with visitors to your site. A certain fraction of visitors become Retailers
5. Search Engine Optimization: Get free search engine referrals
Your web analytics will tell you what information your visitors seek, and how they
found your site. Use this information to continuously improve the content of your web
site, and increase the value per visit. That’s the essence of search engine optimization.
Process involved in Digital Marketing:
1. Create an Internet Marketing Plan:
What outcomes do you seek, and how much money are you willing to pay to achieve
those outcomes? If you want to acquire Retailers, think about how much a Retailer is
worth to your company and how much you can spend to gain a new Retailer (or keep
an existing Retailer). What do you want your website visitors to do when they arrive?
To convert visitors into Retailers, you must first understand your target audience.
2. Evaluate your web site and fix the real problems:
Check that your website renders properly and fast on the machines of your visitors.
Whatever you do, do not inform the visitor which software to use. “This site is optimised
for Internet Explorer” is a smack in the face to anyone who uses Firefox or a Mac.
3. Use web analytics to learn from your visitors
To get vital information like the no. of visitors, Source of visitor referrals, things they
found most interesting on the website.
4. Promote your web site via Pay-Per-Click (PPC) advertising and any other methods
PPC advertising is also a way to simultaneously test hundreds or thousands of different
keywords with visitors to your site. A certain fraction of visitors become Retailers
5. Search Engine Optimization: Get free search engine referrals
Your web analytics will tell you what information your visitors seek, and how they
found your site. Use this information to continuously improve the content of your web
site, and increase the value per visit. That’s the essence of search engine optimization.
15
6. Maintain the quality of your site, and rebuild when maintenance no longer works
If a visitor comes to your site and sees old information, they are going to lose faith and
go elsewhere. You need to make sure the information most frequently requested by
customers and prospects appears on your site. Web site changes and additions take time,
and you need to have qualified web site editors.
6. Maintain the quality of your site, and rebuild when maintenance no longer works
If a visitor comes to your site and sees old information, they are going to lose faith and
go elsewhere. You need to make sure the information most frequently requested by
customers and prospects appears on your site. Web site changes and additions take time,
and you need to have qualified web site editors.
16
Chapter No. 2: Introduction to the Industry
The Indian economy relies heavily on the Fast-Moving Consumer Goods (FMCG) sector. Due
to the presence of international corporations, domestic corporations, and the unorganised
sector, the industry is extremely competitive. Unorganized players selling unbranded and
unpackaged products account for a large share of the industry. India’s Fast Moving Consumer
Goods (FMCG) industry is one of the fastest growing in the world. Food and beverage
products, cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals, packaged food
products, white goods, house care products, plastic goods, consumer non-durables, and over-
the-counter medicine are included within the Fast-Moving Consumer Goods (FMCG)
category. They’re also usually high-volume, low-cost commodities.
The aggregate revenue of the country’s seven largest fast-moving consumer goods (FMCG)
companies was US$ 11.1 billion in FY 2015-16, compared to US$ 9.4 billion revenue
generated by chosen seven multinational companies (MNCs). Over the last decade, the FMCG
sector has expanded at an annual average of roughly 11%. The overall FMCG market is
forecast to grow at a CAGR of 14.7% from 2012 to 2020, reaching US$ 110.4 billion, with
the rural FMCG market expected to grow at a CAGR of 17.7% from 2012 to 2025, reaching
US$ 100 billion. The market size of FMCG in India is estimated to grow from US$ 30 billion
in 2011 to US$ 74 billion in 2018.
Because one of the key causes driving the expansion of the Indian FMCG market is the rise in
income of the middle-income group, the FMCG market is highly concentrated in urban
regions. The penetration of the rural market in India is still low, and there is a significant
chance for growth in these areas if the rural market is more penetrated and awareness
campaigns are conducted in these areas. The FMCG business has a lot of room for expansion
because India’s per capita consumption of FMCG items is low in contrast to other developed
countries.
Chapter No. 2: Introduction to the Industry
The Indian economy relies heavily on the Fast-Moving Consumer Goods (FMCG) sector. Due
to the presence of international corporations, domestic corporations, and the unorganised
sector, the industry is extremely competitive. Unorganized players selling unbranded and
unpackaged products account for a large share of the industry. India’s Fast Moving Consumer
Goods (FMCG) industry is one of the fastest growing in the world. Food and beverage
products, cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals, packaged food
products, white goods, house care products, plastic goods, consumer non-durables, and over-
the-counter medicine are included within the Fast-Moving Consumer Goods (FMCG)
category. They’re also usually high-volume, low-cost commodities.
The aggregate revenue of the country’s seven largest fast-moving consumer goods (FMCG)
companies was US$ 11.1 billion in FY 2015-16, compared to US$ 9.4 billion revenue
generated by chosen seven multinational companies (MNCs). Over the last decade, the FMCG
sector has expanded at an annual average of roughly 11%. The overall FMCG market is
forecast to grow at a CAGR of 14.7% from 2012 to 2020, reaching US$ 110.4 billion, with
the rural FMCG market expected to grow at a CAGR of 17.7% from 2012 to 2025, reaching
US$ 100 billion. The market size of FMCG in India is estimated to grow from US$ 30 billion
in 2011 to US$ 74 billion in 2018.
Because one of the key causes driving the expansion of the Indian FMCG market is the rise in
income of the middle-income group, the FMCG market is highly concentrated in urban
regions. The penetration of the rural market in India is still low, and there is a significant
chance for growth in these areas if the rural market is more penetrated and awareness
campaigns are conducted in these areas. The FMCG business has a lot of room for expansion
because India’s per capita consumption of FMCG items is low in contrast to other developed
countries.
17
2.1 Overview:
Biscuit Industry in India:
India is the third largest producers of biscuits following United States and China. The biscuit
market of India is driven by factors such as increasing income of consumers, shift to premium
biscuits, more manufacturing facilities set up, growing health awareness, innovation in
biscuits, attractive packaging, etc. While the country is one of the largest biscuit consuming
nation, per capita consumption is still very low at 2.1kg – compared to Ireland, which is the
highest at 21.76kg. The market for biscuits and cookies in India has come a long way
accounting for about 72 per cent of the sales in the bakery industry. Increasing consumption
of packaged and convenience foods, the availability of a variety of biscuits and an increase in
disposable incomes have provided a major boost to the industry.
The Indian biscuit market was worth $3.9 billion in 2016 and is expected to increase at a
CAGR of 11.27 percent in value terms between 2017 and 2022, reaching $7.25 billion by
2022. Taste and preference, convenience food demand, health and wellness concerns, and a
shift toward premium biscuits such as sugar free and oats wheat and multi-grain biscuits
among others will drive demand.
Britannia, Dukes, Parle, ITC etc are the major player in the biscuit industry in Mumbai and its
suburb. With a significant market share, Britannia is the market leader, followed by Parle and
Dukes. Dukes has been steadily improving in India for the past few years, thanks to its wide
choice of products and excellent quality control. Unorganized sector competition is completely
unpredictable. The major competitors in the biscuit sector have carved out a distinct market
share for their products.
Chocolate Industry in India:
Over the last decade, India’s robust economic growth has spurred the country’s per capita
disposable incomes, resulting in the chocolate industry’s rapid rise. As a result, rather than
purchasing chocolates for rare occasions, people are increasingly purchasing them on a regular
basis.
2.1 Overview:
Biscuit Industry in India:
India is the third largest producers of biscuits following United States and China. The biscuit
market of India is driven by factors such as increasing income of consumers, shift to premium
biscuits, more manufacturing facilities set up, growing health awareness, innovation in
biscuits, attractive packaging, etc. While the country is one of the largest biscuit consuming
nation, per capita consumption is still very low at 2.1kg – compared to Ireland, which is the
highest at 21.76kg. The market for biscuits and cookies in India has come a long way
accounting for about 72 per cent of the sales in the bakery industry. Increasing consumption
of packaged and convenience foods, the availability of a variety of biscuits and an increase in
disposable incomes have provided a major boost to the industry.
The Indian biscuit market was worth $3.9 billion in 2016 and is expected to increase at a
CAGR of 11.27 percent in value terms between 2017 and 2022, reaching $7.25 billion by
2022. Taste and preference, convenience food demand, health and wellness concerns, and a
shift toward premium biscuits such as sugar free and oats wheat and multi-grain biscuits
among others will drive demand.
Britannia, Dukes, Parle, ITC etc are the major player in the biscuit industry in Mumbai and its
suburb. With a significant market share, Britannia is the market leader, followed by Parle and
Dukes. Dukes has been steadily improving in India for the past few years, thanks to its wide
choice of products and excellent quality control. Unorganized sector competition is completely
unpredictable. The major competitors in the biscuit sector have carved out a distinct market
share for their products.
Chocolate Industry in India:
Over the last decade, India’s robust economic growth has spurred the country’s per capita
disposable incomes, resulting in the chocolate industry’s rapid rise. As a result, rather than
purchasing chocolates for rare occasions, people are increasingly purchasing them on a regular
basis.
18
Another major driver of the chocolate sector is the country’s big young population, which is a
prominent chocolate consumer segment. Approximately half of India’s overall population is
under the age of 25, and two-thirds are under the age of 35. Other market drivers include
changing lifestyles, modernization, and the rise of the food services sector, among others.
Confectionary Industry in India:
According to Nielsen India, the Indian confectionery market is worth $1.5 billion and is
growing at a 9 percent annual CAGR. According to many statistics, India is the fastest growing
confectionary market among the BRICs nations. Indian consumers seek things that are as
entertaining and delightful as possible. With this strategy, companies must experiment with
new and unusual shapes, textures, flavours, and packaging. What is really worth noting is that
today, most confectionery segments target not simply children, but youngsters as well. To
enlarge their horizons, many have moved past marketing in children’s books and conventional
mediums too.
Another major driver of the chocolate sector is the country’s big young population, which is a
prominent chocolate consumer segment. Approximately half of India’s overall population is
under the age of 25, and two-thirds are under the age of 35. Other market drivers include
changing lifestyles, modernization, and the rise of the food services sector, among others.
Confectionary Industry in India:
According to Nielsen India, the Indian confectionery market is worth $1.5 billion and is
growing at a 9 percent annual CAGR. According to many statistics, India is the fastest growing
confectionary market among the BRICs nations. Indian consumers seek things that are as
entertaining and delightful as possible. With this strategy, companies must experiment with
new and unusual shapes, textures, flavours, and packaging. What is really worth noting is that
today, most confectionery segments target not simply children, but youngsters as well. To
enlarge their horizons, many have moved past marketing in children’s books and conventional
mediums too.
19
2.2 Major Players in Industry:
Major Player of FMCG industry is Britannia, Nestle, Cadbury, Parle, ITC and local brands.
• Britannia: Britannia Industries is one of India’s leading food companies with a 100-year
legacy and annual revenues in excess of Rs. 9000 Cr. Britannia products are available across
the country in close to 5 million retail outlets and reach over 50% of Indian homes.
• Nestle: Nestle India was founded in 1912 as the Nestle Anglo-Swiss Condensed Milk
Company. Nestle has worked closely with indigenous manufacturing since independence,
and the company now has eight manufacturing facilities in the country.
There are 4 food categories in which nestle is a major player like Beverages, Milk and Milk
products, Prepared dishes and cooking aides, Chocolates.
• Cadbury: Mondelez India Foods Private Ltd. (previously Cadbury India Ltd.) is a subsidiary
of Mondelez International that focuses on providing delightful moments of joy. It has been
a category leader in India for almost six decades, operating in five categories: chocolate,
beverages, biscuits, and gums and sweets.
Cadbury has a market share of more than 65–70% in India’s chocolate market. In addition,
it holds a 4% share of the organised sugar confectionery market and a 15% portion of the
milk/malted foods market. Cadbury has the world’s highest market share and has grown at
a compound annual growth rate of 12.5% over the last three years, making it the fastest
growing FMCG company.
• Parle: Parle Products Private Limited is a food manufacturing firm based in India. It is the
owner of the well-known biscuit brand Parle-G. The company has a market share of around
15% in the total confectionery market and a share of about 40% in the biscuit market of
India.
• ITC: ITC is India’s leading FMCG marketer, the clear market leader in the Indian
paperboard and packaging industry, a globally recognised pioneer in farmer empowerment
through its extensive agri business, India’s preeminent hotel chain and a trailblazer in
responsible luxury, and in information technology, its wholly owned subsidiary, ITC
Infotech, is a specialised global digital solutions provider.
2.2 Major Players in Industry:
Major Player of FMCG industry is Britannia, Nestle, Cadbury, Parle, ITC and local brands.
• Britannia: Britannia Industries is one of India’s leading food companies with a 100-year
legacy and annual revenues in excess of Rs. 9000 Cr. Britannia products are available across
the country in close to 5 million retail outlets and reach over 50% of Indian homes.
• Nestle: Nestle India was founded in 1912 as the Nestle Anglo-Swiss Condensed Milk
Company. Nestle has worked closely with indigenous manufacturing since independence,
and the company now has eight manufacturing facilities in the country.
There are 4 food categories in which nestle is a major player like Beverages, Milk and Milk
products, Prepared dishes and cooking aides, Chocolates.
• Cadbury: Mondelez India Foods Private Ltd. (previously Cadbury India Ltd.) is a subsidiary
of Mondelez International that focuses on providing delightful moments of joy. It has been
a category leader in India for almost six decades, operating in five categories: chocolate,
beverages, biscuits, and gums and sweets.
Cadbury has a market share of more than 65–70% in India’s chocolate market. In addition,
it holds a 4% share of the organised sugar confectionery market and a 15% portion of the
milk/malted foods market. Cadbury has the world’s highest market share and has grown at
a compound annual growth rate of 12.5% over the last three years, making it the fastest
growing FMCG company.
• Parle: Parle Products Private Limited is a food manufacturing firm based in India. It is the
owner of the well-known biscuit brand Parle-G. The company has a market share of around
15% in the total confectionery market and a share of about 40% in the biscuit market of
India.
• ITC: ITC is India’s leading FMCG marketer, the clear market leader in the Indian
paperboard and packaging industry, a globally recognised pioneer in farmer empowerment
through its extensive agri business, India’s preeminent hotel chain and a trailblazer in
responsible luxury, and in information technology, its wholly owned subsidiary, ITC
Infotech, is a specialised global digital solutions provider.
20
ITC’s world-class FMCG brands include Aashirvaad, Sunfeast, Yippee, Bingo, B natural,
ITC master chef, Fabelle, Sunbean, Fiama, Engage, Vivel, Savlon, Classmate, Paperkraft,
Mangaldeep, Aim and others have garnered encouraging consumer franchise within a short
span of time.
Current Scenario in Industry:
Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian economy. There
are three main segments in the sector food and beverages, which accounts for 19% of the
sector; healthcare, which accounts for 31% of the share; and household and personal care,
which accounts for the remaining 50% share.
According to Nielsen, the Indian FMCG industry grew 9.4% in the January-March quarter of
2021, supported by consumption-led growth and value expansion from higher product prices,
particularly for staples. The rural market registered an increase of 14.6% in the same quarter
and metro markets recorded positive growth after two quarters. E-commerce is likely to
contribute 5% or US$ 4 billion to FMCG sales by 2022.
Growing awareness, easier access, and changing lifestyle are the key growth drivers for the
consumer market. The focus on agriculture, MSMEs, education, healthcare, infrastructure and
tax rebate under Union Budget 2019 20 was expected to directly impact the FMCG sector.
Initiatives undertaken to increase the disposable income in the hands of common man,
especially from rural areas, will be beneficial for the sector.
ITC’s world-class FMCG brands include Aashirvaad, Sunfeast, Yippee, Bingo, B natural,
ITC master chef, Fabelle, Sunbean, Fiama, Engage, Vivel, Savlon, Classmate, Paperkraft,
Mangaldeep, Aim and others have garnered encouraging consumer franchise within a short
span of time.
Current Scenario in Industry:
Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian economy. There
are three main segments in the sector food and beverages, which accounts for 19% of the
sector; healthcare, which accounts for 31% of the share; and household and personal care,
which accounts for the remaining 50% share.
According to Nielsen, the Indian FMCG industry grew 9.4% in the January-March quarter of
2021, supported by consumption-led growth and value expansion from higher product prices,
particularly for staples. The rural market registered an increase of 14.6% in the same quarter
and metro markets recorded positive growth after two quarters. E-commerce is likely to
contribute 5% or US$ 4 billion to FMCG sales by 2022.
Growing awareness, easier access, and changing lifestyle are the key growth drivers for the
consumer market. The focus on agriculture, MSMEs, education, healthcare, infrastructure and
tax rebate under Union Budget 2019 20 was expected to directly impact the FMCG sector.
Initiatives undertaken to increase the disposable income in the hands of common man,
especially from rural areas, will be beneficial for the sector.
21
2.3 Future Trends in Industry:
• Increased Digitization: Following the COVID-19 catastrophe, digitalization has emerged as
an emergent FMCG trend in 2021 India, shaping the future of consumer goods commerce.
To deliver items to consumers, almost all FMCG businesses partnered with major e-
commerce websites like as Flipkart, Groffers, Bigbasket, and others. In this case, too,
India’s rural market surpassed urban consumer demand, growing by 10.6% in Q3 2020.
•
• Sustainability Consumer Market: In 2019 and beyond, sustainability will become
increasingly important in FMCG. Consumers are becoming more conscious of how
sustainability affects products throughout the supply chain, from ingredient sourcing to
packaging. Green, environmental considerations, as well as the sense of responsibility and
accountability, all influence consumer behaviour.
• Greater Focus on Healthier Products: The current trend for “clean” foods is continuing,
fuelled by a growing awareness, enthusiasm, and understanding of health and wellness. A
larger emphasis will be placed on health and wellness goods, many of which integrate
nutrition and longevity research with traditional, ancient cures. Snack food sales in Asia-
Pacific increased dramatically in 2017 and 2018. Snackers are opting for ‘clean’ food snacks
and are becoming more environmentally conscious.
Government Initiatives:
The following are some of the key measures undertaken by the government to boost the FMCG
industry in India:
• The Government of India has allowed 100% FDI in cash and carry and single-brand
retail, as well as 51% FDI in multi-brand retail.
• The government has prepared a new Consumer Protection Bill, with a specific emphasis
on establishing a comprehensive system to ensure that consumers receive justice in a
simple, quick, accessible, cheap, and timely manner.
2.3 Future Trends in Industry:
• Increased Digitization: Following the COVID-19 catastrophe, digitalization has emerged as
an emergent FMCG trend in 2021 India, shaping the future of consumer goods commerce.
To deliver items to consumers, almost all FMCG businesses partnered with major e-
commerce websites like as Flipkart, Groffers, Bigbasket, and others. In this case, too,
India’s rural market surpassed urban consumer demand, growing by 10.6% in Q3 2020.
•
• Sustainability Consumer Market: In 2019 and beyond, sustainability will become
increasingly important in FMCG. Consumers are becoming more conscious of how
sustainability affects products throughout the supply chain, from ingredient sourcing to
packaging. Green, environmental considerations, as well as the sense of responsibility and
accountability, all influence consumer behaviour.
• Greater Focus on Healthier Products: The current trend for “clean” foods is continuing,
fuelled by a growing awareness, enthusiasm, and understanding of health and wellness. A
larger emphasis will be placed on health and wellness goods, many of which integrate
nutrition and longevity research with traditional, ancient cures. Snack food sales in Asia-
Pacific increased dramatically in 2017 and 2018. Snackers are opting for ‘clean’ food snacks
and are becoming more environmentally conscious.
Government Initiatives:
The following are some of the key measures undertaken by the government to boost the FMCG
industry in India:
• The Government of India has allowed 100% FDI in cash and carry and single-brand
retail, as well as 51% FDI in multi-brand retail.
• The government has prepared a new Consumer Protection Bill, with a specific emphasis
on establishing a comprehensive system to ensure that consumers receive justice in a
simple, quick, accessible, cheap, and timely manner.
22
• The Goods and Services Tax (GST) is helpful to the FMCG business since numerous
FMCG items, including as soap, toothpaste, and hair oil, now fall into the 18% tax band,
as opposed to the previous rate of 23-24%. In addition, the GST on food and sanitary
items has been cut to 0-5 percent and 12-18 percent, respectively.
• As many big businesses redesign their operations into larger logistics and warehousing
facilities, GST is projected to change logistics in the FMCG sector into a contemporary
and efficient model.
• The Goods and Services Tax (GST) is helpful to the FMCG business since numerous
FMCG items, including as soap, toothpaste, and hair oil, now fall into the 18% tax band,
as opposed to the previous rate of 23-24%. In addition, the GST on food and sanitary
items has been cut to 0-5 percent and 12-18 percent, respectively.
• As many big businesses redesign their operations into larger logistics and warehousing
facilities, GST is projected to change logistics in the FMCG sector into a contemporary
and efficient model.
23
Chapter No. 3: Introduction to the Company
In the year 1995, RAVI FOODS PVT. LTD. Began as a small business in Hyderabad. It is
now a multi-product conglomerate with a revenue of more than Rs.35 crores. RAVI FOODS
PVT. LTD. Is bursting at the seams with vitality as it manufactures a wide range of biscuits,
wafers, and confectionery under the “DUKES” brand. It is a Hyderabad-based ISO 9001-
certified organisation. Every year, it produces 5,100 tonnes of biscuits, 900 tonnes of
confectionery, 300 tonnes of cream-filled wafers, and tonnes of chocolate-based items. The
company is equipped with the most advanced and sophisticated imported machinery, which
reduces human handling and ensures product quality at all stages of manufacturing.
Let’s take a walk down memory lane and learn about how the brand came to be 15 years ago
and how it got to where it is now. Mr. Ravinder Kumar Agarwal, a business genius at the time,
created the biscuits and confectioneries business. He became an entrepreneur when he couldn’t
shake the idea of rethinking the sweet snacks business and offering products like wafers to an
untapped market. He saw a gap in the market and filled it with a product that customers adored,
laying the foundation for a massively successful business. He saw a gap in the market and
filled it with a product that consumers loved, resulting in Waffy, the country’s most popular
wafer. It required a significant amount of customer knowledge, unique techniques, and
disruptive brand positioning.
Dukes India ascended rapidly and today its sales are pegged at Rs. 1500 crores with an 80%
shelf space in MTOs pan India and backing from global certification agencies such as the
USFDA – which highlights its commitment to quality.
RFPL just opened a new plant that uses imported machinery to make chocolates, and it plans
to open a second facility with a USD 20 million investment that will use European equipment.
The company’s massive national presence is bolstered by the fact that, thanks to a branded and
commoditized market, it is able to access Tier II cities and rural areas of the country. In 1998,
RFPL forayed into global exports and has since spread its wings around the globe. It is
currently a trusted private label manufacturer for world-renowned brands, as well as a
specialist in custom-made items that meet global market demands.
Chapter No. 3: Introduction to the Company
In the year 1995, RAVI FOODS PVT. LTD. Began as a small business in Hyderabad. It is
now a multi-product conglomerate with a revenue of more than Rs.35 crores. RAVI FOODS
PVT. LTD. Is bursting at the seams with vitality as it manufactures a wide range of biscuits,
wafers, and confectionery under the “DUKES” brand. It is a Hyderabad-based ISO 9001-
certified organisation. Every year, it produces 5,100 tonnes of biscuits, 900 tonnes of
confectionery, 300 tonnes of cream-filled wafers, and tonnes of chocolate-based items. The
company is equipped with the most advanced and sophisticated imported machinery, which
reduces human handling and ensures product quality at all stages of manufacturing.
Let’s take a walk down memory lane and learn about how the brand came to be 15 years ago
and how it got to where it is now. Mr. Ravinder Kumar Agarwal, a business genius at the time,
created the biscuits and confectioneries business. He became an entrepreneur when he couldn’t
shake the idea of rethinking the sweet snacks business and offering products like wafers to an
untapped market. He saw a gap in the market and filled it with a product that customers adored,
laying the foundation for a massively successful business. He saw a gap in the market and
filled it with a product that consumers loved, resulting in Waffy, the country’s most popular
wafer. It required a significant amount of customer knowledge, unique techniques, and
disruptive brand positioning.
Dukes India ascended rapidly and today its sales are pegged at Rs. 1500 crores with an 80%
shelf space in MTOs pan India and backing from global certification agencies such as the
USFDA – which highlights its commitment to quality.
RFPL just opened a new plant that uses imported machinery to make chocolates, and it plans
to open a second facility with a USD 20 million investment that will use European equipment.
The company’s massive national presence is bolstered by the fact that, thanks to a branded and
commoditized market, it is able to access Tier II cities and rural areas of the country. In 1998,
RFPL forayed into global exports and has since spread its wings around the globe. It is
currently a trusted private label manufacturer for world-renowned brands, as well as a
specialist in custom-made items that meet global market demands.
24
Mission
Dukes' objective is to attain excellence in client satisfaction, which drives every concept,
innovation, and initiative. "Customer is King" for dukes, and guaranteeing a royal pleasure for
each customer's taste buds is a sacred duty. This is accomplished by offering a large range of
high-quality items with consistent taste and flavour.
Duke's business is built on collaboration, which drives us closer to attaining our mission of
increased growth, more exposure, and improved market presence.
Vision
Duke's aim is to provide clients with rich, healthy, and high-quality products by constantly
improving and upgrading technology. Duke's feel that executing their jobs well is the best
service they can do to our country.
Mission
Dukes' objective is to attain excellence in client satisfaction, which drives every concept,
innovation, and initiative. "Customer is King" for dukes, and guaranteeing a royal pleasure for
each customer's taste buds is a sacred duty. This is accomplished by offering a large range of
high-quality items with consistent taste and flavour.
Duke's business is built on collaboration, which drives us closer to attaining our mission of
increased growth, more exposure, and improved market presence.
Vision
Duke's aim is to provide clients with rich, healthy, and high-quality products by constantly
improving and upgrading technology. Duke's feel that executing their jobs well is the best
service they can do to our country.
25
Company History
1984
•Forayed into Biscuit
manufacturing.
1995
•Founded Flagship
brand dukes.
1997
•Established PAN
India presence
1999
•Started
manufacturing
Wafers
2002
•Started producing
chocolates
2004
•Started producing
Confectionery
2013
•Market leaders in
Waffy in MT
2017
•Won Best Exporter
Award
2018
•Dukes ranked among World’s
100 Greatest Brand Asia &
GCC
2020
•Started production of
“Hand Safe Sanitizer”
Company History
1984
•Forayed into Biscuit
manufacturing.
1995
•Founded Flagship
brand dukes.
1997
•Established PAN
India presence
1999
•Started
manufacturing
Wafers
2002
•Started producing
chocolates
2004
•Started producing
Confectionery
2013
•Market leaders in
Waffy in MT
2017
•Won Best Exporter
Award
2018
•Dukes ranked among World’s
100 Greatest Brand Asia &
GCC
2020
•Started production of
“Hand Safe Sanitizer”
26
Dukes Product
Dukes --Prodcut
Line
Wafers
1. Waffy Rolls
(Chocolate,
Strawberry, Kulfi)
2. Waffy Bar
(Chocolate,
Orange,
Strawberry,
Vanilla, Pineapple,
Cheese, Butter,
Mango, Dark)
Chocolate
1. Bite
2. Cocolate
3. Meltz Choco
bar
4. Meltz double
5. Milk Blast
Biscuits
1. Buzz (
Chocolate, Milk,
Orange,
2. Cream 4 fun
(Orange,
Strawberry,
Pineapple,
Chocolate)
3. Bourbon
4. Kukkies ( Coco,
Kaju, Butter
5. Top Butter
Crackers
6. Spicee
7. See Saw
8. Scotbake
9. Salt kiss
10. Nice
11. Merry Milk
12. Marie Break
13. Digestive
Confectionary
1. Dots
2. Lolly Gum
3. Kacha Aam
Candy
4. Nak Nak Candy
Dukes Product
Dukes --Prodcut
Line
Wafers
1. Waffy Rolls
(Chocolate,
Strawberry, Kulfi)
2. Waffy Bar
(Chocolate,
Orange,
Strawberry,
Vanilla, Pineapple,
Cheese, Butter,
Mango, Dark)
Chocolate
1. Bite
2. Cocolate
3. Meltz Choco
bar
4. Meltz double
5. Milk Blast
Biscuits
1. Buzz (
Chocolate, Milk,
Orange,
2. Cream 4 fun
(Orange,
Strawberry,
Pineapple,
Chocolate)
3. Bourbon
4. Kukkies ( Coco,
Kaju, Butter
5. Top Butter
Crackers
6. Spicee
7. See Saw
8. Scotbake
9. Salt kiss
10. Nice
11. Merry Milk
12. Marie Break
13. Digestive
Confectionary
1. Dots
2. Lolly Gum
3. Kacha Aam
Candy
4. Nak Nak Candy
27
3.1 Organization Structure
An organizational structure defines how activities such as task allocation, coordination, and
supervision are directed toward the achievement of organizational aims.
CEO
(Cheif Executive Office)
NSM
(National Sales Officer)
RSM
(Zonal Manager)
ASM
(Area Sales Manager)
SO
(Sales Officer)
Sales Representative
3.1 Organization Structure
An organizational structure defines how activities such as task allocation, coordination, and
supervision are directed toward the achievement of organizational aims.
CEO
(Cheif Executive Office)
NSM
(National Sales Officer)
RSM
(Zonal Manager)
ASM
(Area Sales Manager)
SO
(Sales Officer)
Sales Representative
28
Chief Executive Officer (CEO):
A chief executive officer (CEO) is the company's highest-ranking executive, with primary
responsibilities including making major corporate decisions, managing the company's overall
operations and resources, serving as the primary point of communication between the board
of directors (the board) and corporate operations, and serving as the company's public face.
National Sales Officer (NSM):
NSM handles sales at the national level. And then generate leads based on that.
Zonal Officer (RSM):
In sales, the position of zonal sales manager carries a great deal of responsibility and is
extremely sensitive. A zonal sales manager is in charge of a large team. The zonal sales
manager is in charge of a zone. Typically, one zonal sales manager covers three to five states.
Area Sales Manager (ASM):
In most cases, an area sales manager is in charge of the sales force in his defined regional
territory. He or she is in charge of overseeing sales operations, meeting targets, and managing
the region's sales team.
Sales Officer (SO):
Sales Officers are executives who collaborate with sales teams to determine the most effective
strategies for increasing customer purchases. They work with upper management to set
reasonable sales goals, supervise salespeople's activities, and collaborate with marketing teams
to increase brand awareness.
Sales Representatives:
A sales representative is someone who works for a firm and is responsible for selling items or
services in a certain area. A sales representative might sell to customers directly or to other
companies or organisations.
Chief Executive Officer (CEO):
A chief executive officer (CEO) is the company's highest-ranking executive, with primary
responsibilities including making major corporate decisions, managing the company's overall
operations and resources, serving as the primary point of communication between the board
of directors (the board) and corporate operations, and serving as the company's public face.
National Sales Officer (NSM):
NSM handles sales at the national level. And then generate leads based on that.
Zonal Officer (RSM):
In sales, the position of zonal sales manager carries a great deal of responsibility and is
extremely sensitive. A zonal sales manager is in charge of a large team. The zonal sales
manager is in charge of a zone. Typically, one zonal sales manager covers three to five states.
Area Sales Manager (ASM):
In most cases, an area sales manager is in charge of the sales force in his defined regional
territory. He or she is in charge of overseeing sales operations, meeting targets, and managing
the region's sales team.
Sales Officer (SO):
Sales Officers are executives who collaborate with sales teams to determine the most effective
strategies for increasing customer purchases. They work with upper management to set
reasonable sales goals, supervise salespeople's activities, and collaborate with marketing teams
to increase brand awareness.
Sales Representatives:
A sales representative is someone who works for a firm and is responsible for selling items or
services in a certain area. A sales representative might sell to customers directly or to other
companies or organisations.
29
3.2 Departments of Organisation:
Human Resource (HR):
Human resources refer to the people who make up an organization's, business sector's,
industry's, or economy's workforce. Human capital is a more specific term that refers to the
information that individuals possess. Manpower, labour, staff, associates, or simply people are
similar concepts.
Marketing:
“Through an exchange process, satiating needs and wants” and defines it as “a social and
managerial process by which individuals and groups obtain what they want and need by
creating, offering, and exchanging value-added products with others” a decade later.
Operations:
Designing and controlling the production process, as well as redesigning business operations
in the production of goods or services, are all aspects of operations management. It entails
ensuring that business operations are efficient in terms of using as few resources as possible
while also being effective in terms of meeting customer needs. In the contexts of production,
manufacturing, or service provision, operations management is primarily concerned with
planning, organising, and supervising.
Finance:
Finance is the management, creation, and analysis of money and investments. It particularly
covers how and why an individual, corporation, or government receives the cash necessary –
known as capital in the corporate context – and how that money is spent or invested.
3.2 Departments of Organisation:
Human Resource (HR):
Human resources refer to the people who make up an organization's, business sector's,
industry's, or economy's workforce. Human capital is a more specific term that refers to the
information that individuals possess. Manpower, labour, staff, associates, or simply people are
similar concepts.
Marketing:
“Through an exchange process, satiating needs and wants” and defines it as “a social and
managerial process by which individuals and groups obtain what they want and need by
creating, offering, and exchanging value-added products with others” a decade later.
Operations:
Designing and controlling the production process, as well as redesigning business operations
in the production of goods or services, are all aspects of operations management. It entails
ensuring that business operations are efficient in terms of using as few resources as possible
while also being effective in terms of meeting customer needs. In the contexts of production,
manufacturing, or service provision, operations management is primarily concerned with
planning, organising, and supervising.
Finance:
Finance is the management, creation, and analysis of money and investments. It particularly
covers how and why an individual, corporation, or government receives the cash necessary –
known as capital in the corporate context – and how that money is spent or invested.
30
3.3 SWOT Analysis:
Strengths
•CustomerSatisfaction
•Unique and diverse
Products
•Affordability
Weakness
•Lack of advertisments
•Lack of B2C marketing
•Avalibilty in offline stores
•Low visibility and brand
recall in retail stores.
Opportunities
•Utilisation of digital
platforms
•Aggressive Marketing
Stratergies
•Tie up with school and
hospital segment.
•Health concience product.
Threats
•Compitition from
established Companies
•Fluctuation in costs of raw
ingredients.
3.3 SWOT Analysis:
Strengths
•CustomerSatisfaction
•Unique and diverse
Products
•Affordability
Weakness
•Lack of advertisments
•Lack of B2C marketing
•Avalibilty in offline stores
•Low visibility and brand
recall in retail stores.
Opportunities
•Utilisation of digital
platforms
•Aggressive Marketing
Stratergies
•Tie up with school and
hospital segment.
•Health concience product.
Threats
•Compitition from
established Companies
•Fluctuation in costs of raw
ingredients.
31
Strengths:
• Customer Satisfaction
The key goal here is to maintain connecting with customers and engaging them in the
product for the benefit of the company as well as the product's survival.
• Unique Products
These aid in differentiating our product from others in order for it to stand out and satisfy
the needs of our customers.
• Affordability
Dukes provides various products at various price points and SKU. And the products are
highly affordable.
Weakness:
• Lack of Advertisement
This is a disadvantage for the company since more people are engaged on watching
daily soaps and news, which might engage their focus towards the product.
• Lack use of B2C marketing
It is important to reach customers to increase sales and marketing is the tool which can
reach the customers.
• Availability in offline stores
Dukes’ product are hardly available in any local stores. Local stores reach customers
from every section of the society.
• Low visibility and brand recall in retail stores.
Dukes’ product are usually not accompanied by and promotional material in retail stores
like D-mart.
Strengths:
• Customer Satisfaction
The key goal here is to maintain connecting with customers and engaging them in the
product for the benefit of the company as well as the product's survival.
• Unique Products
These aid in differentiating our product from others in order for it to stand out and satisfy
the needs of our customers.
• Affordability
Dukes provides various products at various price points and SKU. And the products are
highly affordable.
Weakness:
• Lack of Advertisement
This is a disadvantage for the company since more people are engaged on watching
daily soaps and news, which might engage their focus towards the product.
• Lack use of B2C marketing
It is important to reach customers to increase sales and marketing is the tool which can
reach the customers.
• Availability in offline stores
Dukes’ product are hardly available in any local stores. Local stores reach customers
from every section of the society.
• Low visibility and brand recall in retail stores.
Dukes’ product are usually not accompanied by and promotional material in retail stores
like D-mart.
32
Opportunities:
• Utilisation of Digital platforms
It is essential to use a digital platform to raise product awareness. Now, youngsters are
using digital platforms (Instagram, Twitter, Facebook, and so on) to raise brand
awareness.
• Aggressive Marketing Strategies
Aggressive Marketing Strategies can help in spreading brand awarness and improve
brand image.
• Tie up with School and hospital segment:
Schools and hospitals require biscuits and snack on a large scale, so tying up schools
and hospitals is lucrative idea.
• Health-conscious product:
People have become far more health conscious in current situation. So, it’s a good idea
to introduce new health-conscious product.
Threats:
• Competition from established Companies
Established companies dominate the biscuit and chocolate industry so they will always
be a threat.
• Fluctuation in costs of raw ingredients
Cost of raw ingredients keeps on fluctuating and that can have a effect on the overall
revenue.
Opportunities:
• Utilisation of Digital platforms
It is essential to use a digital platform to raise product awareness. Now, youngsters are
using digital platforms (Instagram, Twitter, Facebook, and so on) to raise brand
awareness.
• Aggressive Marketing Strategies
Aggressive Marketing Strategies can help in spreading brand awarness and improve
brand image.
• Tie up with School and hospital segment:
Schools and hospitals require biscuits and snack on a large scale, so tying up schools
and hospitals is lucrative idea.
• Health-conscious product:
People have become far more health conscious in current situation. So, it’s a good idea
to introduce new health-conscious product.
Threats:
• Competition from established Companies
Established companies dominate the biscuit and chocolate industry so they will always
be a threat.
• Fluctuation in costs of raw ingredients
Cost of raw ingredients keeps on fluctuating and that can have a effect on the overall
revenue.
33
Chap 4: Research Methodology
The term "methodology" refers to the collection of methods and techniques utilised in
research. Social research employs a variety of methodologies. A researcher should consider
not just the technique's applicability but also his or her expertise of the method while choosing
one. The methodology of the internship is to analyse customer responses to various marketing
techniques and develop new ideas to boost total sales. The survey plan provided the foundation
for the project. The primary goal of the survey was to gather relevant information that could
be used to develop conclusions and produce results.
In a nutshell, research methodology is a method for solving a research topic in a methodical
manner. Research methodology discusses not only the methodologies, but also the reasoning
behind the methods employed in the context of a research project, and it explains why one
approach was chosen over others.
4.1 Research Design:
Because of the growing complexity of the market and the marketing techniques accessible to
researchers, study design is critical. It is, in fact, critical to the development of effective
marketing strategies and programs. It's a useful tool for analysing buyer behaviour,
consumption patterns, brand loyalty, and market shifts. The methodology and procedures for
performing a study are specified in a research design.
4.2 Source of data:
Primary Data:
A researcher collects primary data from first-hand sources utilising methods such as surveys,
interviews, and experiments. It is gathered from original sources with the study objective in
mind. Primary data was collected through surveys, questionnaires and observations during and
after my time in the company. Survey conducted using a questionnaire is the primary data in
the scope of this project.
Chap 4: Research Methodology
The term "methodology" refers to the collection of methods and techniques utilised in
research. Social research employs a variety of methodologies. A researcher should consider
not just the technique's applicability but also his or her expertise of the method while choosing
one. The methodology of the internship is to analyse customer responses to various marketing
techniques and develop new ideas to boost total sales. The survey plan provided the foundation
for the project. The primary goal of the survey was to gather relevant information that could
be used to develop conclusions and produce results.
In a nutshell, research methodology is a method for solving a research topic in a methodical
manner. Research methodology discusses not only the methodologies, but also the reasoning
behind the methods employed in the context of a research project, and it explains why one
approach was chosen over others.
4.1 Research Design:
Because of the growing complexity of the market and the marketing techniques accessible to
researchers, study design is critical. It is, in fact, critical to the development of effective
marketing strategies and programs. It's a useful tool for analysing buyer behaviour,
consumption patterns, brand loyalty, and market shifts. The methodology and procedures for
performing a study are specified in a research design.
4.2 Source of data:
Primary Data:
A researcher collects primary data from first-hand sources utilising methods such as surveys,
interviews, and experiments. It is gathered from original sources with the study objective in
mind. Primary data was collected through surveys, questionnaires and observations during and
after my time in the company. Survey conducted using a questionnaire is the primary data in
the scope of this project.
34
Secondary Data:
Information acquired from previous sources, such as study publications, Internet or library
searches, and so on, is referred to as secondary data. Records and data already in the program,
such as publications and training materials, financial records, and employees, are examples of
pre-existing data.
4.3 Data Collection Tools and Techniques:
The primary data or information can be collected by various methods:
• Observing Behaviours of Participants
• Questionnaire Method
• Interview Method
• Schedules Method
• Information from Correspondents
The major goals are to learn how consumers perceive Dukes and how marketing techniques
impact customer purchasing patterns. As a result, to collect primary data for subsequent
analysis, this study mostly uses the questionnaire technique.
4.4 Sample design:
A sampling design is a set of instructions for extracting a sample from a population. It refers
to the method or approach that the study will use to select things for the sample. The practise
of picking a sufficient number of elements from a population such that a study of the sample
and comprehension of its properties or characteristics allows us to generalise such features or
characteristics of the population element is known as sampling.
A sample design is a framework, or road map, that guides the selection of a survey sample
while also influencing many other key components of the survey. For example, a researcher
may wish to conduct a telephone survey to interview a certain segment of a population.
Secondary Data:
Information acquired from previous sources, such as study publications, Internet or library
searches, and so on, is referred to as secondary data. Records and data already in the program,
such as publications and training materials, financial records, and employees, are examples of
pre-existing data.
4.3 Data Collection Tools and Techniques:
The primary data or information can be collected by various methods:
• Observing Behaviours of Participants
• Questionnaire Method
• Interview Method
• Schedules Method
• Information from Correspondents
The major goals are to learn how consumers perceive Dukes and how marketing techniques
impact customer purchasing patterns. As a result, to collect primary data for subsequent
analysis, this study mostly uses the questionnaire technique.
4.4 Sample design:
A sampling design is a set of instructions for extracting a sample from a population. It refers
to the method or approach that the study will use to select things for the sample. The practise
of picking a sufficient number of elements from a population such that a study of the sample
and comprehension of its properties or characteristics allows us to generalise such features or
characteristics of the population element is known as sampling.
A sample design is a framework, or road map, that guides the selection of a survey sample
while also influencing many other key components of the survey. For example, a researcher
may wish to conduct a telephone survey to interview a certain segment of a population.
35
Sample data:
The respondents' opinions and points of view were kept completely private. The poll employed
convenience sampling.
Sample size: 91
All genders and age groups were considered.
All of the replies are included here, along with a graphical depiction that summarises all of the
survey questions in detail with statistics.
Sample data:
The respondents' opinions and points of view were kept completely private. The poll employed
convenience sampling.
Sample size: 91
All genders and age groups were considered.
All of the replies are included here, along with a graphical depiction that summarises all of the
survey questions in detail with statistics.
36
Chap 5: Data Analysis and Interpretation
1. How many packets of biscuits do you consume in a day?
Figure 1
Interpretation:
Biscuits were consumed on a daily basis by 79.1% of the total sample. This illustrates how
biscuits are a popular middle-class snack. The remaining 20.9 percent of individuals who don't
consume biscuits are between the ages of 10 and 29, which can be attributed to the younger
generation's increased health consciousness.
According to the data, biscuit consumption in India is increasing, giving an opportunity to
reach a large number of customers. Furthermore, tapping into the remaining 20.9 percent of
possible customers by introducing new health-oriented items such as protein bars or
advertising current digestive biscuits can be game changers.
74.70%
4.40%
20.90%
0-2
3-5
5+
Not at all
Chap 5: Data Analysis and Interpretation
1. How many packets of biscuits do you consume in a day?
Figure 1
Interpretation:
Biscuits were consumed on a daily basis by 79.1% of the total sample. This illustrates how
biscuits are a popular middle-class snack. The remaining 20.9 percent of individuals who don't
consume biscuits are between the ages of 10 and 29, which can be attributed to the younger
generation's increased health consciousness.
According to the data, biscuit consumption in India is increasing, giving an opportunity to
reach a large number of customers. Furthermore, tapping into the remaining 20.9 percent of
possible customers by introducing new health-oriented items such as protein bars or
advertising current digestive biscuits can be game changers.
74.70%
4.40%
20.90%
0-2
3-5
5+
Not at all
37
2. What Factors do you Consider while buying Biscuits?
Figure 2
Interpretation:
Because biscuits are typically sold at a variety of price points and SKUs, it's obvious that
pricing isn't a major element influencing a consumer's purchasing decisions. Flavour is by far
the most influential element, implying that individuals are more likely to try new products and
repurchase biscuits based on their prior experience.
The brand name is the next decisive aspect. Parle has been around for a long time and has
developed a reputation among customers as a symbol of quality and taste. To increase sales,
such a brand name or image must be developed.
Given that biscuits are generally available at a number of price points and SKUs, it's clear that
pricing isn't a key factor affecting a consumer's purchasing decisions. By far the most
significant factor is flavour, suggesting that people are more inclined to try new products and
repurchase biscuits based on previous experience.
The brand name is the next important consideration. Parle has been operating for a long time
and has earned a reputation as a sign of quality and taste among clients. Such a brand identity
or image must be created in order to enhance sales.
19
32
79
47
29
0 10 20 30 40 50 60 70 80 90
Habit
Ingredients
Taste
Brand Name
Price
2. What Factors do you Consider while buying Biscuits?
Figure 2
Interpretation:
Because biscuits are typically sold at a variety of price points and SKUs, it's obvious that
pricing isn't a major element influencing a consumer's purchasing decisions. Flavour is by far
the most influential element, implying that individuals are more likely to try new products and
repurchase biscuits based on their prior experience.
The brand name is the next decisive aspect. Parle has been around for a long time and has
developed a reputation among customers as a symbol of quality and taste. To increase sales,
such a brand name or image must be developed.
Given that biscuits are generally available at a number of price points and SKUs, it's clear that
pricing isn't a key factor affecting a consumer's purchasing decisions. By far the most
significant factor is flavour, suggesting that people are more inclined to try new products and
repurchase biscuits based on previous experience.
The brand name is the next important consideration. Parle has been operating for a long time
and has earned a reputation as a sign of quality and taste among clients. Such a brand identity
or image must be created in order to enhance sales.
19
32
79
47
29
0 10 20 30 40 50 60 70 80 90
Habit
Ingredients
Taste
Brand Name
Price
38
3. Which of the following Biscuit Brands do you recognize?
Interpretation:
Given the heritage image of Britannia and Parle, it was predicted that these would be the most
known brands, and the evidence supports that assumption. When it comes to brand recognition,
both parle and Britannia are quite equal, with 72 and 76 responses, respectively. ITC-Sunfeast
and Dukes are the brands that come after these two. Oreo is one of the world's top biscuit
brands, yet they have been unable to match its success in India. This is due to the fact that
cream sandwich cookies are a luxury item, and the taste may not be suited for the Indian sweet
craving.
Dukes' product portfolio shows that they understand the demands of Indian consumers, but
they are still a long way from being a household name. This is primarily thanks to lack
of marketing efforts.
1
2
35
28
76
72
0 10 20 30 40 50 60 70 80
Unibic
Oreo
ITC-Sunfeast
Dukes
Parle
Britannia
Figure 3
3. Which of the following Biscuit Brands do you recognize?
Interpretation:
Given the heritage image of Britannia and Parle, it was predicted that these would be the most
known brands, and the evidence supports that assumption. When it comes to brand recognition,
both parle and Britannia are quite equal, with 72 and 76 responses, respectively. ITC-Sunfeast
and Dukes are the brands that come after these two. Oreo is one of the world's top biscuit
brands, yet they have been unable to match its success in India. This is due to the fact that
cream sandwich cookies are a luxury item, and the taste may not be suited for the Indian sweet
craving.
Dukes' product portfolio shows that they understand the demands of Indian consumers, but
they are still a long way from being a household name. This is primarily thanks to lack
of marketing efforts.
1
2
35
28
76
72
0 10 20 30 40 50 60 70 80
Unibic
Oreo
ITC-Sunfeast
Dukes
Parle
Britannia
Figure 3
39
4. How many packets of Chocolate do you consume in a week?
Interpretation:
According to the responses received, 84.6 percent of respondents consume chocolate on a
weekly basis. Given that chocolate is often consumed on special occasions, this is a sizable
number. This suggests that individuals are purchasing chocolates as a snack.
Traditionally, chocolate was seen to be a product for children alone, but prominent firms such
as Cadbury have positioned themselves as a brand for people of all ages. They have
accomplished this by dramatically altering their marketing methods in response to shifting
market conditions. This suggests that flexibility is something that all brands should think
about.
61.50%
17.60%
5.50%
15.40%
0 - 2
3 - 5
6 - 8
8+
Not at all
Figure 4
4. How many packets of Chocolate do you consume in a week?
Interpretation:
According to the responses received, 84.6 percent of respondents consume chocolate on a
weekly basis. Given that chocolate is often consumed on special occasions, this is a sizable
number. This suggests that individuals are purchasing chocolates as a snack.
Traditionally, chocolate was seen to be a product for children alone, but prominent firms such
as Cadbury have positioned themselves as a brand for people of all ages. They have
accomplished this by dramatically altering their marketing methods in response to shifting
market conditions. This suggests that flexibility is something that all brands should think
about.
61.50%
17.60%
5.50%
15.40%
0 - 2
3 - 5
6 - 8
8+
Not at all
Figure 4
40
5. Which factors do you consider while buying Chocolates?
Figure 5
Interpretation:
Similar to biscuits, flavour is the most influential factor, suggesting that individuals repurchase
items based on previous experiences. The second most significant aspect is brand. Cadbury
and nestle are prominent players in the market, with a very favourable and trustworthy brand
image. This is supported by the data in Figure 6. Obviously, brand awareness is a critical
aspect, developing measures to increase brand image and recognizability might be
advantageous to the firm.
Chocolates are sometimes utilised as a form of gift. As a result, utilising the gifting aspect for
marketing efforts should increase sales during various occasions such as Diwali, etc.
5
27
75
47
30
0 10 20 30 40 50 60 70 80
None
Ingredients
Taste
Brand Name
Price
5. Which factors do you consider while buying Chocolates?
Figure 5
Interpretation:
Similar to biscuits, flavour is the most influential factor, suggesting that individuals repurchase
items based on previous experiences. The second most significant aspect is brand. Cadbury
and nestle are prominent players in the market, with a very favourable and trustworthy brand
image. This is supported by the data in Figure 6. Obviously, brand awareness is a critical
aspect, developing measures to increase brand image and recognizability might be
advantageous to the firm.
Chocolates are sometimes utilised as a form of gift. As a result, utilising the gifting aspect for
marketing efforts should increase sales during various occasions such as Diwali, etc.
5
27
75
47
30
0 10 20 30 40 50 60 70 80
None
Ingredients
Taste
Brand Name
Price
41
6. Which of the following chocolate brands do you recognize?
Figure 6
Interpretation:
Cadbury is the market leader, therefore it's no surprise that research shows it to be the most
recognisable brand among its competitors. Nestle is the second most recognisable brand,
owing to their goods along with all of their CSR activities. Figure 15 illustrates that CSR
efforts affect customer purchasing decisions by a factor ranging from 20% to 60%, which
might mean the difference between making a purchase or not. As a result, if done correctly,
CSR action may make a significant effect.
Amul is a bit of an exception here because they are primarily a dairy brand. Amul might be
considered a charitable organisation. Their altruistic brand image in the dairy sector may have
contributed to their brand awareness in the chocolate industry.
Dukes on the other hand doesn’t have the kind brand recognition, working on this factor can
prove to be beneficial to them.
4
53
59
80
26
0 10 20 30 40 50 60 70 80 90
None
Amul
Nestle
Cadbury
Dukes
6. Which of the following chocolate brands do you recognize?
Figure 6
Interpretation:
Cadbury is the market leader, therefore it's no surprise that research shows it to be the most
recognisable brand among its competitors. Nestle is the second most recognisable brand,
owing to their goods along with all of their CSR activities. Figure 15 illustrates that CSR
efforts affect customer purchasing decisions by a factor ranging from 20% to 60%, which
might mean the difference between making a purchase or not. As a result, if done correctly,
CSR action may make a significant effect.
Amul is a bit of an exception here because they are primarily a dairy brand. Amul might be
considered a charitable organisation. Their altruistic brand image in the dairy sector may have
contributed to their brand awareness in the chocolate industry.
Dukes on the other hand doesn’t have the kind brand recognition, working on this factor can
prove to be beneficial to them.
4
53
59
80
26
0 10 20 30 40 50 60 70 80 90
None
Amul
Nestle
Cadbury
Dukes
42
7. Have you ever consumed flavoured wafer biscuits or rolls?
Figure 7
Interpretation
Although Wafer biscuits or rolls aren’t consumed as frequently as biscuits. The Figure 7 shows
us that out of all the 100 people who responded to the study, 85 responded have consumed
flavoured wafer biscuits and rolls.
85.70%
14.30%
YesNo
7. Have you ever consumed flavoured wafer biscuits or rolls?
Figure 7
Interpretation
Although Wafer biscuits or rolls aren’t consumed as frequently as biscuits. The Figure 7 shows
us that out of all the 100 people who responded to the study, 85 responded have consumed
flavoured wafer biscuits and rolls.
85.70%
14.30%
YesNo
43
8. Which is your preferred Wafer/Wafer Roll brand?
Figure 8
Interpretation:
Wafer products, unlike biscuits, are not extensively consumed, therefore the consumer base is
relatively restricted. This might be interpreted as a possibility for development because the big
companies, such as Parle, do not have a strong presence in this area. According to the statistics,
Britannia has the largest share, which may be linked to their brand image in other categories
such as biscuits. The second most popular brand is Dukes. Dukes has a chance here to bring
these items into the mainstream. This may be accomplished by employing aggressive
marketing techniques.
Marketing Waffy – Dukes wafer product as a complement to something generic like ice cream
may lead to an exponential increase in sales if done right.
47.30%
31.90%
15.40%
5.50%
Britannia
Dukes
PickWick
None
8. Which is your preferred Wafer/Wafer Roll brand?
Figure 8
Interpretation:
Wafer products, unlike biscuits, are not extensively consumed, therefore the consumer base is
relatively restricted. This might be interpreted as a possibility for development because the big
companies, such as Parle, do not have a strong presence in this area. According to the statistics,
Britannia has the largest share, which may be linked to their brand image in other categories
such as biscuits. The second most popular brand is Dukes. Dukes has a chance here to bring
these items into the mainstream. This may be accomplished by employing aggressive
marketing techniques.
Marketing Waffy – Dukes wafer product as a complement to something generic like ice cream
may lead to an exponential increase in sales if done right.
47.30%
31.90%
15.40%
5.50%
Britannia
Dukes
PickWick
None
44
9. Does TV advertisement Compel you to buy products like biscuits, Chocolate of a
specific brand?
Figure 9
Interpretation:
TV commercials are a type of conventional marketing. People's major source of brand-related
information has been television advertisements for several decades. Despite the fact that social
media has emerged as the most powerful platform in recent years, 49.5 percent of those polled
said they feel driven to buy a product because of a Television advertisement. The nature of the
product is an essential factor in this case. Tech or IT-related products may do better on social
media than biscuits and chocolates.
All of the respondents who chose no as a response were between the ages of 18 and 29, which
supports the idea that the younger generation is less influenced by television ads.
49.50%
16.50%
34.10%
Yes
No
Maybe
9. Does TV advertisement Compel you to buy products like biscuits, Chocolate of a
specific brand?
Figure 9
Interpretation:
TV commercials are a type of conventional marketing. People's major source of brand-related
information has been television advertisements for several decades. Despite the fact that social
media has emerged as the most powerful platform in recent years, 49.5 percent of those polled
said they feel driven to buy a product because of a Television advertisement. The nature of the
product is an essential factor in this case. Tech or IT-related products may do better on social
media than biscuits and chocolates.
All of the respondents who chose no as a response were between the ages of 18 and 29, which
supports the idea that the younger generation is less influenced by television ads.
49.50%
16.50%
34.10%
Yes
No
Maybe
45
10. Where do you get most of your Brand related information from?
Figure 10
Interpretation:
Because television commercials have a greater reach than social media, it is understandable
that respondents obtain the majority of their brand-related information through television
advertisements. TV commercials, as well as radio and print media, are examples of traditional
marketing. As a result, it is safe to infer that conventional marketing is still the most successful.
Because of the increase of social media usage, social media is the second most significant
element. Furthermore, social media marketing is typically targeted at potential buyers who are
already engaged in a certain product category. There are several tools available for social
media marketing that give statistics on the effectiveness of marketing tactics.
Finally, potential customers may rely on friends and relatives for accurate information. And
this knowledge will almost always result in a purchase.
50.50%
27.50%
19.80%
5.50%
Television, Radio, Print Media
Social Media
Friends and Family
None
10. Where do you get most of your Brand related information from?
Figure 10
Interpretation:
Because television commercials have a greater reach than social media, it is understandable
that respondents obtain the majority of their brand-related information through television
advertisements. TV commercials, as well as radio and print media, are examples of traditional
marketing. As a result, it is safe to infer that conventional marketing is still the most successful.
Because of the increase of social media usage, social media is the second most significant
element. Furthermore, social media marketing is typically targeted at potential buyers who are
already engaged in a certain product category. There are several tools available for social
media marketing that give statistics on the effectiveness of marketing tactics.
Finally, potential customers may rely on friends and relatives for accurate information. And
this knowledge will almost always result in a purchase.
50.50%
27.50%
19.80%
5.50%
Television, Radio, Print Media
Social Media
Friends and Family
None
46
11. What Kind of advertisements Compel You the most to buy products like Biscuits,
Chocolate, Confectionary etc.
Figure 11
Interpretation:
As previously said, TV advertising are the most effective, especially in the age of social
media. It is no different in the case of biscuits, chocolate, and confectionery. Surprisingly,
even in the contemporary social media age, word of mouth is the second most persuasive
reason. This is because individuals trust people in their close social circle more than
strangers on social media. Word of mouth is built on past knowledge.
Thirdly, social media has emerged as a result of the increased usage of the internet. Given
the numerous benefits, social media impact is anticipated to grow in the near future as more
and more companies go online for marketing.
44.00%
18.70%
37.40%
TV Advertisment
Social Media
Word of mouth
11. What Kind of advertisements Compel You the most to buy products like Biscuits,
Chocolate, Confectionary etc.
Figure 11
Interpretation:
As previously said, TV advertising are the most effective, especially in the age of social
media. It is no different in the case of biscuits, chocolate, and confectionery. Surprisingly,
even in the contemporary social media age, word of mouth is the second most persuasive
reason. This is because individuals trust people in their close social circle more than
strangers on social media. Word of mouth is built on past knowledge.
Thirdly, social media has emerged as a result of the increased usage of the internet. Given
the numerous benefits, social media impact is anticipated to grow in the near future as more
and more companies go online for marketing.
44.00%
18.70%
37.40%
TV Advertisment
Social Media
Word of mouth
47
12. Will You buy products like Biscuits, Chocolate, Confectionary of specific brand,
if your favourite influencer promotes them?
Figure 12
Interpretation:
Influencer marketing is a blend of traditional and modern marketing techniques. It incorporates
the concept of celebrity endorsement into a modern content-driven marketing strategy. In the
case of influencer marketing, the major distinction is that the campaign results in
collaborations between companies and influencers. However, influencer marketing is not
limited to celebrities. Instead, it is centred on influencers, many of whom would never consider
themselves famous in a traditional sense.
Thus, influencer marketing can have a very positive impact on the brand awareness and
ultimately lead to increase in sales. People consider social media influencer as on of them and
thus it acts as a word-of-mouth advertisement. And the data is evident of the fact people
perceive social media marketing in a positive light.
62.60%
37.40%
YesNo
12. Will You buy products like Biscuits, Chocolate, Confectionary of specific brand,
if your favourite influencer promotes them?
Figure 12
Interpretation:
Influencer marketing is a blend of traditional and modern marketing techniques. It incorporates
the concept of celebrity endorsement into a modern content-driven marketing strategy. In the
case of influencer marketing, the major distinction is that the campaign results in
collaborations between companies and influencers. However, influencer marketing is not
limited to celebrities. Instead, it is centred on influencers, many of whom would never consider
themselves famous in a traditional sense.
Thus, influencer marketing can have a very positive impact on the brand awareness and
ultimately lead to increase in sales. People consider social media influencer as on of them and
thus it acts as a word-of-mouth advertisement. And the data is evident of the fact people
perceive social media marketing in a positive light.
62.60%
37.40%
YesNo
48
13. Do you follow dukes on any social media platform or came across any
promotional activities promoted on them?
Figure 13
Interpretation:
Duke's social media footprint is well demonstrated via the pie chart. Duke's social media
presence is only known to 17.6 percent of all respondents. This is an apparent area where
they must take corrective action.
17.60%
37.40%
12.10%
Yes
70.3
Maybe
13. Do you follow dukes on any social media platform or came across any
promotional activities promoted on them?
Figure 13
Interpretation:
Duke's social media footprint is well demonstrated via the pie chart. Duke's social media
presence is only known to 17.6 percent of all respondents. This is an apparent area where
they must take corrective action.
17.60%
37.40%
12.10%
Yes
70.3
Maybe
49
14. Do people Recommend you to buy dukes products?
Figure 14
Interpretation:
Half of all respondents were advised to purchase Dukes items, indicating that consumers had
a largely positive experience with Dukes' products. The other half of the unfavourable
responses can be attributed to the fact that not everyone has experienced Duke's products.
50.50%49.50%
YesNo
14. Do people Recommend you to buy dukes products?
Figure 14
Interpretation:
Half of all respondents were advised to purchase Dukes items, indicating that consumers had
a largely positive experience with Dukes' products. The other half of the unfavourable
responses can be attributed to the fact that not everyone has experienced Duke's products.
50.50%49.50%
YesNo
50
15. Brands engages in a lot of social welfare activities E.g. For every product sold,
P&N donates Rupee 1 towards Shiksha (Program for education of
underprivileged children). How much does this influence your decision while
buying products of certain brand/company?
Figure 15
Interpretation:
The research shows that social welfare initiatives have a highly beneficial influence on client
purchasing decisions. According to the statistics, social welfare action by companies has a 50
percent effect on the purchasing habits of nearly 75 percent of the respondents. That is a
significant number, and it should be enough to inspire businesses to participate in such events.
Participating in social welfare or CSR activities is just one piece of the equation. It is critical
that brands exhibit their efforts in order to boost their image. This may result in a rise in
revenues for the firm.
23.60%
29.20%
30.30%
12.40%
4.50%
0% to 20%
20% to 40%
40% to 60%
60% to 80%
80% to 90%
15. Brands engages in a lot of social welfare activities E.g. For every product sold,
P&N donates Rupee 1 towards Shiksha (Program for education of
underprivileged children). How much does this influence your decision while
buying products of certain brand/company?
Figure 15
Interpretation:
The research shows that social welfare initiatives have a highly beneficial influence on client
purchasing decisions. According to the statistics, social welfare action by companies has a 50
percent effect on the purchasing habits of nearly 75 percent of the respondents. That is a
significant number, and it should be enough to inspire businesses to participate in such events.
Participating in social welfare or CSR activities is just one piece of the equation. It is critical
that brands exhibit their efforts in order to boost their image. This may result in a rise in
revenues for the firm.
23.60%
29.20%
30.30%
12.40%
4.50%
0% to 20%
20% to 40%
40% to 60%
60% to 80%
80% to 90%
51
Chap 6: Conclusion and Suggestion
6.1 Findings:
• Brand image is critical to a company's success in the FMCG industry. Brands that
have been operating in India for a long time are the key players in both the biscuit and
chocolate industries. This goodwill has resulted in their brand image.
• TV commercials are still the most effective marketing technique even in the modern
social media age. Almost 50% of the respondents positively respond to TV
advertisement.
• Because people prefer to trust their friends and family, word of mouth is one of the
most efficient ways of increasing brand knowledge. It is only second to television
advertising.
• Surprisingly, social media has considerably less influence on consumer purchasing
patterns. Although, with the increased digitization of businesses, social media is likely
to have a bigger effect.
• Wafer products are relatively a niche product segment and thus it has a lot of potential.
Also, no major brand is making any efforts to gain customers, so that’s a vacuum
which can be taken advantage.
• Influencer marketing is a new yet powerful method of marketing, with 62.6 percent of
respondents responding positively.
• People are much more conscious of social concerns nowadays. Brands that participate
in social welfare activities have a favourable impact on potential customers.
6.2 Suggestions:
• Dukes must strive actively to improve their image with particular advertising that will
assist them in achieving this aim.
• Dukes doesn't have much of a presence on television. Dukes' needs to get a lot of TV
attention, either through commercials or reality programme sponsorship.
• Although social media influence is much lower, it is anticipated to grow in the near
future. As a result, developing a strong social media presence is critical. However,
Chap 6: Conclusion and Suggestion
6.1 Findings:
• Brand image is critical to a company's success in the FMCG industry. Brands that
have been operating in India for a long time are the key players in both the biscuit and
chocolate industries. This goodwill has resulted in their brand image.
• TV commercials are still the most effective marketing technique even in the modern
social media age. Almost 50% of the respondents positively respond to TV
advertisement.
• Because people prefer to trust their friends and family, word of mouth is one of the
most efficient ways of increasing brand knowledge. It is only second to television
advertising.
• Surprisingly, social media has considerably less influence on consumer purchasing
patterns. Although, with the increased digitization of businesses, social media is likely
to have a bigger effect.
• Wafer products are relatively a niche product segment and thus it has a lot of potential.
Also, no major brand is making any efforts to gain customers, so that’s a vacuum
which can be taken advantage.
• Influencer marketing is a new yet powerful method of marketing, with 62.6 percent of
respondents responding positively.
• People are much more conscious of social concerns nowadays. Brands that participate
in social welfare activities have a favourable impact on potential customers.
6.2 Suggestions:
• Dukes must strive actively to improve their image with particular advertising that will
assist them in achieving this aim.
• Dukes doesn't have much of a presence on television. Dukes' needs to get a lot of TV
attention, either through commercials or reality programme sponsorship.
• Although social media influence is much lower, it is anticipated to grow in the near
future. As a result, developing a strong social media presence is critical. However,
52
because this is a continual process, the dukes should seek to improve their digital
marketing approach.
• Dukes should place a strong emphasis on wafer goods due to the product line's niche
nature. Gaining a large market share in this product area might benefit the whole
brand.
• Influencer marketing is an excellent approach to attract a big number of potential
consumers in a short period of time. Dukes should prioritise influencer marketing in
order to improve sales.
• Dukes should showcase their welfare activities on TV as well as social media to
improve brand image.
6.3 Limitations:
• TV marketing and its effects aren’t as quantifiable as Digital marketing, Thus,
analysing and controlling the marketing campaign is a difficult task.
• Marketing on a wide scale is extremely delicate, since a single blunder might ruin the
current brand image.
• Because competition in the biscuit and chocolate categories is strong, risk
management is critical.
because this is a continual process, the dukes should seek to improve their digital
marketing approach.
• Dukes should place a strong emphasis on wafer goods due to the product line's niche
nature. Gaining a large market share in this product area might benefit the whole
brand.
• Influencer marketing is an excellent approach to attract a big number of potential
consumers in a short period of time. Dukes should prioritise influencer marketing in
order to improve sales.
• Dukes should showcase their welfare activities on TV as well as social media to
improve brand image.
6.3 Limitations:
• TV marketing and its effects aren’t as quantifiable as Digital marketing, Thus,
analysing and controlling the marketing campaign is a difficult task.
• Marketing on a wide scale is extremely delicate, since a single blunder might ruin the
current brand image.
• Because competition in the biscuit and chocolate categories is strong, risk
management is critical.
53
6.4 Conclusion:
The major goal of the study was to determine how different marketing techniques affect
potential customers and their purchasing patterns. According to the findings of the study,
individuals respond favourably to traditional forms of marketing such as television
commercials, radio commercials, and so on.
The secondary goal of the study was to investigate Duke's brand awareness. According to the
results of the survey, Dukes lacked the brand recognition of the majority of its competitors on
social media and in social circles.
Finally, the questionnaire was created to investigate the effects of various digital marketing
techniques on potential consumers. Given the nature of the marketing strategy, influencer
marketing was proven to be effective.
6.4 Conclusion:
The major goal of the study was to determine how different marketing techniques affect
potential customers and their purchasing patterns. According to the findings of the study,
individuals respond favourably to traditional forms of marketing such as television
commercials, radio commercials, and so on.
The secondary goal of the study was to investigate Duke's brand awareness. According to the
results of the survey, Dukes lacked the brand recognition of the majority of its competitors on
social media and in social circles.
Finally, the questionnaire was created to investigate the effects of various digital marketing
techniques on potential consumers. Given the nature of the marketing strategy, influencer
marketing was proven to be effective.
54
Chap 7: Learning Experience from the Project
Knowledge and learning experience gained from the project:
• Insight into the FMCG sector
• Various Marketing Strategies and their effects.
• Market analysis and social media study.
• Designing posters and other promotional material.
7.1 Bibliography
Books:
• Kotler Philip, killer, Koshy, Jha, “Marketing management” Published by Persons
education, 12Th edition.
• Kothari C.R., “Research methodology”, Published by New age international Pvt. Ltd.
2
nd
Edition.
Website:
• https://www.marketing-schools.org/types-of-marketing/traditional-marketing/
• https://indiancompanies.in/indias-top-fmcg-companies/
• https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major
_papers
• https://influencermarketinghub.com/what-is-influencer-marketing/
• https://dukesindia.com/
• https://buffer.com/social-media-marketing
• https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing
Chap 7: Learning Experience from the Project
Knowledge and learning experience gained from the project:
• Insight into the FMCG sector
• Various Marketing Strategies and their effects.
• Market analysis and social media study.
• Designing posters and other promotional material.
7.1 Bibliography
Books:
• Kotler Philip, killer, Koshy, Jha, “Marketing management” Published by Persons
education, 12Th edition.
• Kothari C.R., “Research methodology”, Published by New age international Pvt. Ltd.
2
nd
Edition.
Website:
• https://www.marketing-schools.org/types-of-marketing/traditional-marketing/
• https://indiancompanies.in/indias-top-fmcg-companies/
• https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major
_papers
• https://influencermarketinghub.com/what-is-influencer-marketing/
• https://dukesindia.com/
• https://buffer.com/social-media-marketing
• https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing
55
7.2 Annexure:
1. Name
2. Age
• 10 – 19
• 20 – 29
• 30 – 39
• 40 – 49
• 50 – 59
• 60 +
3. How many packets of biscuit do you consume in a day?
• 0 – 2
• 3 – 5
• 5+
• Not at all
4. What Factors do you Consider while buying Biscuits?
• Price
• Brand Name
• Taste
• Ingredients
• Habit
5. Which of the following Biscuit Brands do you recognize?
• Britannia
• Parle
• Dukes
• ITC-Sunfeast
• Other:
7.2 Annexure:
1. Name
2. Age
• 10 – 19
• 20 – 29
• 30 – 39
• 40 – 49
• 50 – 59
• 60 +
3. How many packets of biscuit do you consume in a day?
• 0 – 2
• 3 – 5
• 5+
• Not at all
4. What Factors do you Consider while buying Biscuits?
• Price
• Brand Name
• Taste
• Ingredients
• Habit
5. Which of the following Biscuit Brands do you recognize?
• Britannia
• Parle
• Dukes
• ITC-Sunfeast
• Other:
56
6. How many packets of Chocolate do you consume in a week?
• 0 – 2
• 3 – 5
• 6 – 8
• 8+
• Not at all
7. Which factors do you consider while buying Chocolates?
• Price
• Brand Name
• Taste
• Ingredients
• Other:
8. Which of the following chocolate brands do you recognize?
• Dukes
• Cadbury
• Nestle
• Amul
• Other:
9. Have you ever consumed flavoured wafer biscuits or rolls?
• Yes
• No
6. How many packets of Chocolate do you consume in a week?
• 0 – 2
• 3 – 5
• 6 – 8
• 8+
• Not at all
7. Which factors do you consider while buying Chocolates?
• Price
• Brand Name
• Taste
• Ingredients
• Other:
8. Which of the following chocolate brands do you recognize?
• Dukes
• Cadbury
• Nestle
• Amul
• Other:
9. Have you ever consumed flavoured wafer biscuits or rolls?
• Yes
• No
57
10. Which is your preferred Wafer/Wafer Roll brand?
• Dukes
• Britannia
• PickWick
• Other:
11. Does TV advertisement compel you to buy product like Biscuit, Chocolate of a specific
brand?
• Yes
• No
• Maybe
12. Where do you get most of your brand related information from?
• Television, Radio, print media
• Social Media
• Friends and family
• Other:
•
13. What Kind of advertisements Compel You the most to buy products like Biscuits,
Chocolate, Confectionary etc.
• TV Advertisement
• Social Media
• Word of mouth
• Other:
14. Will You buy products like Biscuits, Chocolate, Confectionary of specific brand, if your
favourite influencer promotes them?
• Yes
• No
10. Which is your preferred Wafer/Wafer Roll brand?
• Dukes
• Britannia
• PickWick
• Other:
11. Does TV advertisement compel you to buy product like Biscuit, Chocolate of a specific
brand?
• Yes
• No
• Maybe
12. Where do you get most of your brand related information from?
• Television, Radio, print media
• Social Media
• Friends and family
• Other:
•
13. What Kind of advertisements Compel You the most to buy products like Biscuits,
Chocolate, Confectionary etc.
• TV Advertisement
• Social Media
• Word of mouth
• Other:
14. Will You buy products like Biscuits, Chocolate, Confectionary of specific brand, if your
favourite influencer promotes them?
• Yes
• No
58
15. Do you follow dukes on any social media platform or came across any promotional
activities promoted on them?
• Yes
• No
• Maybe
16. Brands engages in a lot of social welfare activities E.g. For every product sold, P&N
donates Rupee 1 towards Shiksha (Program for education of underprivileged children).
How much does this influence your decision while buying products of certain
brand/company?
• 0% to 20%
• 20% to 40%
• 40% to 60%
• 60% to 80%
• 80% to 90%
15. Do you follow dukes on any social media platform or came across any promotional
activities promoted on them?
• Yes
• No
• Maybe
16. Brands engages in a lot of social welfare activities E.g. For every product sold, P&N
donates Rupee 1 towards Shiksha (Program for education of underprivileged children).
How much does this influence your decision while buying products of certain
brand/company?
• 0% to 20%
• 20% to 40%
• 40% to 60%
• 60% to 80%
• 80% to 90%
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