INTERNSHIP REPORT

DATE = JUNE 3RD JUNE 13TH

OBJECTIVE OF THE STUDY

1) To know the customer satisfaction of KANAN DEVAN in TRIVANDRUM, KOLLAM, THRISSUR and KOCHI market.

2) To know the feedback regarding the 25 years of winning challenges advertisement and the changes made in the packets.

3) To find the reasons for low sales in certain markets and to recommend solutions to increase sales.

AREA OF STUDY
1) HOT TEA SHOPS (TRIVANDRUM) 2) RETAILORS ( KOLLAM, THRISSUR & KOCHI) 3) WHOLESALERS ( KOLLAM, THRISSUR & KOCHI) 4) HOUSEHOLD CUSTOMERS ( KOCHI)

TRIVANDRUM MARKET REPORT

JUNE 3RD- JUNE 4TH NO.OF HTS VISITED 50

1) BRAND OF TEA THE HTS IS USING

KANAN DEVAN

A.V.T %

6% 35

BROOK % VINAYAKA % TOTAL BOND 70% 5 10% 7 14% 50

AVT KANAN DEVAN BROOK BOND VINAYAKA

 THEY ARE USING THE CURRENT BRAND OF TEA FOR MORE THAN 10 YEARS.

2) HAVE YOU TRIED KANAN DEVAN

YES

TOTAL N0 PERCENTAGE 80% 10

TOTAL PERCENTAGE 20%

40

YES N0

3) PERCEPTION REGARDING THE PRICE HIGH 42 % 84% GOOD 4 % 8% NO % ANSWER 4 8%

HIGH CURRENT PRICE IS GOOD NO ANSWER

THE NO.OF CUPS THEY SELL A DAY

AVERAGE CUPS PER DAY 500-700 CUPS NO. OF CUPS THEY COULD MAKE BY USING KANAN DEVAN TEA 1.kg 400 CUPS NO.OF CUPS THEY COULD MAKE BY USING A.V.T 1.kg 600 CUPS

RUNNING COLOUR
THE A.V.T USERS ARE HAPPY WITH THE RUNNING COLOUR OF THE T.V

FEEDBACKS REGARDING
TASTE GOOD STRENGTH GOOD PRICE VERY HIGH AROMA-- GOOD

95 % OF THE RESPONDENTS STICK TO ONE PARTICULAR BRAND OF TEA.

4) FACTORS THAT THEY CONSIDER WHILE PURCHASING A TEA

QUALITY %

45

TASTE % PRICE % SMELL % 90% 2 4% 3 6% 0 0%

QUALITY PRICE TASTE SMELL

FEEDBACKS REGARDING 25 YEARS OF WINNING CHALLENGES CELEBERATIONS

ABOUT 99% OF THE RESPONDENTS HAVENT NOTICED KANAN DEVANS NEW ADVERTISEMENT AND PACKETS.

THEY ARE UNAWRE OF THE DISCOUNTS AND SCHEME WHICH THEY GET FTOM THE STOCKISTS.

THE REASON FOR USING A.V.T

CONSISITENT QUALITY COUPONS INSIDE THE PACKET OFFERS BY USING A.V.T THEY COULD MAKE AROUND 600 CUPS OF TEA PER DAY LOW PRICE THAN KANAN DEVAN

RECOMMENDATIONS FOR IMPROVEMENT

CONSISITENT QUALITY REDUCTION IN PRICE MORE OFFERS WITH THE PACKETS MORE CUSTOMER RELATIONSHIP

KOLLAM MARKET

JUNE 6TH- 7TH NO. OF RETAIL OUTLETS VISITED 50 NO. OF WHOLSALE OUTLETS VISITED

RETAIL MARKET REPORT

AVERAGE MONTHLY SALES VOLUME OF EACH BRAND

KANAN DEVAN

A.V.T 100.KG

30.KG

BROOK BOND 10.KG

LOCAL BRAND 20.KG

120 100 80 60 40 20 0 KANAN DEVAN A.V.T RED LABEL LOCAL BRAND

Series1

 KOLLAM IS A STRONG A.V.T MARKET

THERE IS A PERMENANT SET OF CUSTOMERS FOR KANAN DEVAN.

IN ALL THE RETAIL OUTLETS IT IS THE HOUSEHOLD

CUSTOMERS WHO COMES TO PURCHASE KANAN DEVAN.

PERCEPTION REGARDING THE PRICE

HIGH 44

% 88%

GOOD 4

% 8%

NO ANSWER 2

% 4%

45 40 35 30 25 20 15 10 5 0 HIGH PRICE IS GOOD NO ANSWER Series1

PRICE OF THE DIFFERENT PACKETS

KANAN DEVAN
250.gm- 56.rs 500.gm- 110.rs 1.kg- 171.rs

A.V.T
250.gm- 53.rs 500.gm 106.rs 1.kg173.rs

IN ALL THE SHOPS THE STOCK KEEPING UNIT WHICH HAS MORE SALES IS THE 250.gms PACKET.

THE SHOP KEEPERS PREFER TO STOCK A.V.T IN THEIR SHOPS BECAUSE IT HAS GOT MORE SALES.

ABOUT 95% OF THE RESPONDENTS ARE UNAWARE ABOUT THE 25 YEARS NEW ADVERTISEMENT AND THE NEW PCKETS.

MOST OF THE RETAIL OUTLETS ARE UNAWARE ABOUT THE CURRENT SCHEMES WITH PACKETS.

WHOLSALE MARKET REPORT

AVERAGE MONTHLY SALES VOLUME OF EACH BRAND

KANAN DEVAN A.V.T BROOK BOND LOCAL BRANDS

150.KG

500.KG

50.KG

70.KG

500 400 300 200 100 0 kanan devan A.V.T BROOK BOND OTHER BRANDS Series1 Series1

 IN ALL THE WHOLESALE SHOPS THERE IS A PERMANENT SET OF CUSTOMERS FOR KANAN DEVAN.

THEY KEEP ALL THE STOCK KEEPING UNITS OF KANAN DEVAN LIKE 250.gms, 500.gms, 1.kg etc.

250.gms GREEN PACKET IS THE S.K.U WHICH HAS GOT MORE SALE.

AS THERE IS MORE SALE FOR A.V.T THE WHOLESALRES PREFER TO STOCK MORE A.V.T, FOLLOWED BY KANAN DEVAN AND THE OTHER LOCAL BRANDS.

THE RESPONDENTS ARE UNAWARE ABOUT THE NEW ADVERTISEMENT.

ABOUT 10 RESPONDENTS HAS NOTICED THE NEW PACKETS, BUT THEY FEEL THAT IT WONT INCREASE THE SALES.

PERCEPTION REGARDING PRICE

HIGH 14

% 70%

GOOD 2

% 10%

NO ANSWER 4

% 20%

14 12 10 8 6 4 2 0 HIGH GOOD NO ANSWER Series1

THRISSUR MARKET
JUNE 8TH 9TH & 10TH

NO. OF RETAILORS VISITED-50

NO. OF WHOLESALERS VISITED- 30

AVERAGE MONTHLY SALE OF EACH BRAND

KANAN DEVAN

A.V.T 70.KG

300.KG

BROOK BOND 20.KG

OTHER BRANDS 100.KG

300 250 200 150 100 50 0 kanan devan a.v.t brook bond other brands Series1

 THERE IS A PERMENANT SET OF CUSTOMERS FOR KANAN DEVAN IN THE THRISSUR MARKET

THEY KEEP ALL THE KANAN DEVAN S.K.US IN THEIR SHOP

250.gms GREEN IS THE S.K.U WHICH HAS GOT MORE SALES

AS THERE IS MORE SALES FOR KANAN DEVAN THE RETAILORS PREFER TO STOCK MORE OF IT

ABOUT 80% OF THE RESPONDENTS ARE AWARE ABOUT THE 25 YEARS OF WINNING CHALLENGE CAMPAIGN.

THEY DONT SEE AN INCREASE IN SALES AS A RESULT OF THIS CAMPAIGN

PERCETPTION REGARDING THE PRICE

HIGH

% 70%

GOOD 3

% 6%

38

NO % ANSWER 9 18%

40 35 30 25 20 15 10 5 0 HIGH GOOD NO ANSWER Series1

EXPECTATIONS FROM KANAN DEVAN

MORE OFFERS (COUPONS)

CONSISTENT QUALITY

MORE SCHEMES

WHOLESALE MARKET

KANAN DEVAN

A.V.T

BROOK BOND

LOCAL BRANDS

900.KG

200.KG

100.KG

70.KG

KANAN DEVAN A.V.T BROOK BOND OTHER BRANDS

 THERE IS A PERMENANT SET OF CUSTOMERS FOR KANAN DEVAN IN THE THRISSUR MARKET

THEY KEEP ALL THE KANAN DEVAN S.K.US IN THEIR SHOP

250.gms GREEN IS THE S.K.U WHICH HAS GOT MORE SALES

AS THERE IS MORE SALES FOR KANAN DEVAN THE RETAILORS PREFER TO STOCK MORE OF IT.

ABOUT 60% OF THE RESPONDENTS ARE AWARE ABOUT THE 25 YEARS OF WINNING CHALLENGE CAMPAIGN.

THEY DONT SEE AN INCREASE IN SALES AS A RESULT OF THIS CAMPAIGN.

PERCETPTION REGARDING THE PRICE

HIGH

GOOD

NO % ANSWER

22

73.3%

6.6%

20%

HIGH GOOD NO ANSWER

EXPECTATIONS FROM KANAN DEVAN

MORE OFFERS (COUPONS)

CONSISTENT QUALITY

MORE SCHEMES

KOCHI MARKET
JUNE 11TH 13TH

NO. OF HOUSEHOLDS VISITED -- 50 NO.OF RETAILORS VISITED 50 NO.OF WHOLESALERS VISITED 20

HOUSEHOLD CUSTOMERS
MOMENTS THEY COME ACROSS TEA

ALL THE RESPONDENTS USUALLY HAVE TEA EARLY MORNING AND IN EVENING

BLACK TEA NONE OF THE RESPONDENTS DOESNT MAKE BLACK TEA

BRAND OF TEA THEY ARE USING

KANAN DEVAN

A.V.T

BROOK BOND

% 22%

37

74%

4%

11

40 30 20 10 0 KANAN DEVAN Series1 A.V.T BROOK BOND Series1

 ABOUT 95% OF THE RESPONDENTS WHERE USING KANAN DEVAN FOR ALMOST 10 YEARS.

THEY USUALLY BUY THE 250.gms GREEN KANAN DEVAN PACKET.

THE 26% OF THOSE RESPONDENTS WHO ARE USING THE OTHER BRANDS HAS TRIED KANAN DEVAN AND THEY ARE HAPPY WITH IT.

ALL THE RESPONDENTS ARE AWARE OF THE VARIANT KANAN DEVAN BRANDS

PERCEPTION REGARDING THE PRICE

HIGH 43 % 86% GOOD 7 % 14%

GOOD

Series1

HIGH

10

15

20

25

30

35

40

45

50

FACTORS CONSIDERING WHILE DECIDING A TEA BRAND

QUALITY % 46 92% TASTE 3 % 6% PRICE 1 % 2%

50 45 40 35 30 25 20 15 10 5 0 QUALITY TASTE PRICE Series1

 NONE OF THE RESPONDENTS HAVENT NOTICED THE NEW ADVERTISEMENT

ABOUT 25% ARE AWARE ABOUT THE CHANGES IN THE PACKETS

THE ENTIRE KANAN DEVAN CUSTOMERS ARE SATISFIED WITH KANAN DEVAN.

THEY ARE USING IT FOR MORE THAN 10 YEARS.

REASONS FOR USING COMPETITORS PRODUCT

BRAND LOYALTY THEY ARE SATISFIED WITH THE BRAND. TASTE. LOW PRICE.

RETAIL MARKET
KANAN DEVAN 300.KG A.V.T 250.KG BROOK BOND 70.KG MAYOORA 275.KG

kanan devan a.v.t brook bond vinayaka

 THERE IS A PERMENANT SET OF CUSTOMERS FOR KANAN DEVAN IN THE RETAIL OUTLETS.

IT IS THE HOUSEHOLD CUSTOMERS WHO COMES TO PURCHASE KANAN DEVAN IN THE RETAIL OUTLETS.

250.gms GREEN VARIANT IS THE S.K.U WHICH HAS GOT MORE SALES.

AS THERE IS MORE SALES FOR KANAN DEVAN, THE RETAILORS PREFER TO STOCK IT MORE, FOLLOWED BY VINAYAKA AND A.V.T .

ABOUT 60% OF THE RESPONDENTS HAS NOTICED THE CHANGES IN THE PACKET.

EXPECTATION FROM KANAN DEVAN

REDUCTION IN PRICE REDUCE THE 13.rs GREEN PACKET TO 10.rs MORE OFFERS

WHOLESALE MARKET

KANAN DEVAN 700.KG

A.V.T

BROOK BOND 200.KG

550.KG

OTHER BRANDS (MAYOORA) 600.KG

KANAN DEVAN A.V.T BROOK BOND VINAYAKA

 THERE IS A PERMENANT SET OF CUSTOMERS FOR KANAN DEVAN.

IN KANAN DEVAN 250.gms GREEN S.K.U HAS GOT MORE SALES.

AS THERE IS MORE SALES FOR KANAN DEVAN THE WHOLESALERS PREFER TO STOCK IT MORE, FOLLOWED BY MAYOORA.

ABOUT 25% RESPONDENTS HAS NOTICED THE CHANGE IN THE PACKETS.

THERE IS NO FEEDBACK REGARDING THE CHANGES IN THE PACKET

RECOMMENDATIONS FOR IMPROVEMENT

MORE OFFERS (COUPNS) MORE MARKETING IMPROVE QUALITY MOTIVATE DISTRIBUTORS AND THE SALESMANS IN THE SHOPS (GIVING SPECIAL OFFERS FOR THEM)

OVERALL SUMMARRY
ALL THE CUSTOMERS USING KANAN DEVAN ARE SATISFIED WITH KANAN DEVAN.

MANY CUSTOMERS ARE UNHAPPY WITH THE PRICE OF KANAN DEVAN PACKETS.

TRIVANDRUM AND KOLLAM IS A STRONG A.V.T MARKET.

THRISSUR AND KOCHI IS A STRONG KANAN DEVAN MARKET.

ABOUT 90% OF THE CUSTOMERS USE KANAN DEVAN GREEN 250.gms PACKET.

THE 25 YEARS OF WINNING CHALLENGES ADVERTISEMENT IS NOT POPULAR AMONG THE CUSTOMERS, COMPANY SHOULD MAKE IT LITTLE MORE POPULAR.

THERE SHOULD BE MORE OFFERS FOR THE END CUSTOMERS AS WELL AS FOR THE RETAILORS (SCHEMES).

REASONS FOR COMPETITORS GROWTH

CONSISTENT QUALITY (TASTE)

OFFERS (COUPONS)

SHOP SALESMANS ROLE

DISTRIBUTORS ROLE

LESS PRICE

RECOMMENDATIONS FOR OVERALL IMPROVEMENT

IMPROVE QUALITY MORE OFFERS FOR THE END CUSTOMER MORE SCHEMES FOR THE RETAILORS AND WHOLESALERS MOTIVATE THE DISTRIBUTORS IMPROVE CUSTOMER RELATIONSHIP REDUCE PRICE