Summer Internship Project Report

On

IMPERATIVE STUDY OF MAPRO DISTRIBUTION AND PROMOTIONAL

ACTIVITIES OF MAPRO PRODUCTS.

Summer Internship Project

With
Mapro Foods Pvt. Ltd.

Post Graduate Diploma in Management (PGDM)

Academic Year: 2017-2019

Submitted to

Mr. Vikas Shah

Area Sales Manager- Mapro Foods Pvt. Ltd.

Submitted By

RUSHABH MEHTA

PGDM-B

ROLL No. - 118

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INDEX

Sr No Particulars Pg No

1 Introduction 2

2 Summary 3

3 Objectives 4

4 Methodology 4

5 Distribution Channel 5

6 Questionaire 9

7 New Launch COCONATA 12

8 Conclusion 12

9 Recommendation 13

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INTRODUCTION
Mapro Gardens is a garden park in the hill station of Panchgani, Maharashtra, India, situated
close to Mahabaleshwar, known for their strawberry produce, and a popular tourist
destination.

Mapro is a leading innovator of Processed Fruit Products in western India. It is the leading
processor of Strawberries in India and our products include Jams, Crushes, Squashes, Syrups
and Preserves. MAPRO has also developed innovative "Fruit Jellies" (Soft Confectionary
with Fruit Juice & Fruit Pectin). Over 40 years ago, in small town of Panchgani, near
Mahabaleshwar, a businessman/pharmacist named Kishor Vora decided to make some
Strawberry Jam. Today his 'Hobby' has borne fruit in the shape of Mapro one of the most
modern, hygienic, quality-conscious Jam and Fruit Products Manufacturing Concerns in
Western India. Mr Vora could have rested easy on success of his Fruit recipe. But he wanted
to develop innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and
Rose Syrups with Rose Petals.

Mapro naturally grew on its founder's philosophy of good, wholesome nutritious, value-for-
money, and above all, a touch of imagination - ingredients that have made it a market leader
and a household name today.

At present is headed by Shri Mayur J.Vora who is the Managing director of the Company.
Shri Mayur J.Vora, an alumnus of IIM-B, is heading the Organization for last 20 years and
has enhanced the Vision of Kishore Vora by transforming Mahabaleshwar /Panchgani, the
scenic hill station of Maharashtra, into Fruit processing zone of the Nation.

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SUMMARY
During our internship, the main roles were Promotions and sampling , observe the behaviour
of consumers and the problems faced by the distributor.

Sampling
Science says samples helps create a sense of brand loyalty amongst existing customers and
can help incentivize new ones to make a purchase, which is great for our business. It’s a great
way to allow shoppers to “sample” what you offer

“Samples aren’t just for attracting new customers or introducing people to your products.
Giving existing customers samples helps foster brand loyalty, too.

You can use free samples to:

 Introduce your product to new audiences unfamiliar with your brand.

 Foster relationships and inspire loyalty with existing customers.
 Expand shoppers’ knowledge about the products you offer.
 Encourage repeat customers and more sales of new products.
 Earn attention for your brand at or leading up to an event.

Consumer Behaviour

The term ‘consumer behaviour’ refers to the behaviour that consumers display in
searching for, purchasing, using, evaluating, and disposing of products and services that they
expect will satisfy their needs. The study of consumer behaviour is the study of how
individuals make decisions to spend their available resources (time, money, efforts) on
consumption related items. It includes the study of what they buy, why they buy it, when they
buy it, where they buy it, how often they buy it and how often they use it.

Definitions

1. “Consumer behaviour as those activities directly involved in obtaining, consuming

and disposing of products and services, including the decision processes that precedes
and follows actions.”

2. It has been defined as, “the process whereby individuals decide whether, what, when,
where, how and from whom to purchase goods and services.”

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Distributor Problems

1) FMCG distribution has many challenges in India.

2) One of the biggest challenge is man power.
3) At Mapro distribution is physically very exhaustive demanding a lot of trusted man
power to work daily in market collecting orders and supplying stocks to the stores.
4) Since the margins are thin in distribution, it is important to get low cost but efficient
man power.
5) Now a days getting the right man power at low cost and stabilizing the man power to
work for a long time is a big challenge in deed.
6) There are other challenges in managing the right ROI always exist but they can be
managed if one has the right man power

OBJECTIVES

 To analyse the sale of the products in various areas.

 To understand the sales of various retailers and wholesalers according to different
 Geographical areas
 To identify the various problems faces by the salesman, retailers, distributers and the
 Company
 To study the various strategies used to increase the sales
 To understand consumer behaviour towards the product through promotional
activities

 To understand the working of a Distributor.

 To calculate ROI for the distributor & suggest ways to increase the same.
 To identify problems faced by distributor.

Products

Mapro’s portfolio of products provides a high quotient of natural fruit in the form of Jams,
Fruit bars and chews, Syrups, Crushes, Squashes, and Dessert Toppings. Its range of
premium products such as Thandai crush and Kesar syrup are made from the finest selection
of exotic ingredients. Mapro’s products are known for their wholesome taste and quality, as
also their natural goodness and nutritive value.

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Mapro was the pioneer of fruit-based confectionery in India, with its first jelly sweets being
made from fruit juices and liquid glucose. The ‘Falero’ pulpy fruit chews, which are better
known as ‘pates de Fruit’ in the rest of the world – are excellent exemplars of Mapro’s very
own Innovation Labs. Faleros come in unique indigenous flavours that are suited to the
Indian palate, like Kacchi Kairi (Raw Mango), Alphonso Mango and Strawberry.

Source: www.mapro.com

METHODOLOGY

1. Research Design
A study was conducted by us to understand the requirements of consumers towards
Mapro Products. Daily reports were analysed by our ASM (Area Sales Manager) who
evaluated us on our daily sales. We were also asked to talk to various retailers and
distributers about the products. Efforts were made to convince the customers to buy
our products during sampling.

2. Nature of Field work

We worked in the Market daily for two months. During our market visits we had to
maintain the daily record of the products sold and the total sales. We were made to
check the daily stock so that the distributer inventory can be maintained. Sometimes
we did promotions for various syrups and also for the new launch Coconata where we
prepared various juices and gave free samples to people thus increasing the awareness
and sales. We did approximately 60 retail shops on an average, after which we visited

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the distributer point. At the distributer point the bill is generated for various outlets
based on the schemes we have offered for various shops.

Beat/Areas covered

Ghatkopar
Mulund
Thane
Kalwa

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 ANALYSIS & FINDINGS

Working of Mapro distributor

In architecture jargon, keystone is the one which locks the other stones into their positions.
That makes it structurally very important. If we apply the analogy to FMCG distribution
channel, the Distributor is the keystone. He is called by various nomenclatures like
Distributor, redistributors, dealer, wholesale dealer etc…but broadly defined and generally
acceptable definition of the distributor is ‘A person or a firm who links the
manufacturer/marketing company with the retailers.’ He is the one who purchases from the
manufacturing company in bulk quantity and re-distribute it in small quantities to retailers.

FMCG distributor generally has exclusive rights of distributing all products or a set of
products in a defined geographical territory. In the given territory, he will be responsible for
the redistribution of the products, retail penetration and market coverage. Sometimes,
distributor is also appointed to serve a particular clientele base like hotels, canteens,
restaurants etc. Traditionally a distributor is treated like a trader in the distribution channel.
But now many organizations have started seeing distributors playing much bigger role.

Mapro Foods classifies distributor into two categories, one is for General Trade (GT) and
other is for Modern Trade (MT). Modern trade distributor covers all big supermarkets such as
Big Bazar, Reliance Fresh, D-mart etc. General Trade distributor covers all the retailers in his
area. Mapro foods classifies GT stores into four main categories.

1. CLASS A

2. CLASS B

3. CLASS C

4. CLASS D

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 1. CLASS A:

This category includes small scale supermarkets with a floor area of 3000 sq.ft to 5000 sq.ft.
Area of a store alone doesn’t qualify that as a CLASS A store. Sales plays major part as well.
Store which can give you sales of 1,00,000 to 3,00,000 per month can be listed as a CLASS
A store.

Figure: Typical CLASS A store

2. CLASS B:

This category includes the stores with a floor area of 1000 sq.ft to 3000 sq.ft and monthly
sales of worth 50,000 to 1,00,000.

Figure:Typical CLASS B store

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 3. CLASS C

This category includes the stores with floor area of 500 sq.ft to 1500 sq.ft and monthly sales
of 10,000 to 30,000.

Figure: Typical CLASS C store

4. CLASS D:

This category includes stores like pan bidi shops, medicals and bakeries. Sales are less than
20,000 per month.

Figure:Typical CLASS D Store

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 DISTRIBUTION NETWORK IN MAPRO

Distribution in its general meaning is the physical movement of stock from the place of
manufacture to retailer and then in consumer possession.

Distribution is vital to the success of Mapro. Ensuring that they deliver to customers their
products in the correct amount, at the right place and right time, in good condition and at a
competitive price, is still a challenge for the trade marketing and Distribution Company’s
department. Also, the distribution is important for business partners, including independent
distributors, the relationship with them based on the principle of mutual profit.
Mapro follows indirect channel of distribution. it involves an intermediary which delivers the
products to retailer. Mapro don’t control all aspects of products distribution. Indirect
distribution occurs when it exists the control of the entire supply chain; the control passes to
Cash & Carry wholesaler or retailer so that products are available at the retailer.
Flow Diagram

MAPRO MANUFACTURING PLANT

CARRYING AND FORWARDING AGENT

DISTRIBUTER MODERN
TRADE

RETAILER CONSUMER

CONSUMER
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  GROCERY STORES CLASSIFICATION

There are diverse ranges of goods. In general, buyers come with a list of products that they
buy or search for another person.
1. Discounter:
 The main category of products is represented by “dry” products (canned, sugar, flour,
etc.);
 Self-service;
 Reduced range of products: 1-2 brands/ products area;
 Functional sets, non-aesthetic;
 Located in urban areas/residential;
 Trade surface ranged from 300 to 2.500 m²

2. Hypermarket:
 Self-service, with at least 10 pay-desks;
 Key categories are fast moving consumer goods;
 An aggressive pricing strategy;
 Located in the coterminous area of cities;
 Trade surface is larger than 2.500 m².

3. General store
 Counter servicing, with self-service possibility;
 Less than 5 pay-desks;
 The main categories are fast moving consumer goods;
 Usually located in residential areas;
 Trade surface less than 1.500 m²;
 The space is reduced, and the shelves are less organized.

4. Supermarket
 Self-service, with at least 5 pay-desks;
 The basic categories are composed of fresh and dry products;
 Wide range of products;
 Located in urban areas, usually in residential areas;
 Trade surface ranged from 300 to 2.500 m²;
 Well organized by groups of goods arranged on shelves.

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  CONVENIENCE STORES CLASSIFICATION:
It offers specific advantages, such as easily accessible location or an extensive working time
table. It sells various product categories, but relatively few types.

1. C-store
 Key categories are the products fated to immediate consumption/needs - chips, soft
drinks, newspapers, tobacco, sweets;
 Products are available at a cash-register or on self-service; often with a long working
time table;
 The prices alter, but tend to be above average level;
 Located near homes, in residential areas;

2. Kiosk
 Key categories are sweets, chips, soft drinks, tobacco, newspapers, gifts;
 Variable surface, generally smaller than 50 m²;
 They can work as franchise in the hotels, which can affect the merchandising;
 The lack of space may restrict the merchandising opportunities;
 The key outlets are located in the pedestrian areas, stations and other high traffic
areas.

3. Street vendor:
 It doesn’t have a permanent location;
 It sales products for immediate consumption.

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New Launch COCONATA
 During April 2018, Mapro launched a new product called COCONATA. This product
was imported from Thailand and was marketed by Mapro Foods. This product was
launched only in Thane and Navi Mumbai. It was made with the pieces of ‘Nata De
Coco’. It came in three flavours Mango, Orange and Pineapple. It was priced at Rs 36
per 360 ml bottle. All the juices or syrups before Coconata were concentrated and had
to be mixed with either milk, water or soda. This was the first product which was
launched as RTD that is Ready to Drink. We had to do promotions to spread
awareness among the people. Some people felt that it is expensive. The product was
different from other juices as the juice was thick and there were pieces of Nata De
Coco inside the bottle which made the taste different. It was meant to be kept in
refrigerators as it would taste better when served cold. After this Mapro launched
another product in Mumbai called Mr & Mrs with less price Rs. 18 which is 270 ml
bottle.

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QUESTIONAIRE

1) How is the consumer behaviour towards Mapro Syrups, Crushes and Sharbat

Consumer Behaviour

7%

21% Prefer
Do not prefer
72% Cant say

Interpretations:

As we can see from the graph about 72 % people prefer Mapro Syrups and Sharbats.
Some do not prefer to buy because they feel that the price of Syrups is very high and
they would prefer to have other alternatives. Some say that they do not consume
juices and they would prefer cold drinks or frooti over Mapro syrups as they are ready
to drink. 7 % people are still unaware of the taste and haven’t tried the product yet.

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 2) Which type was most preferred by the customers between Ready to drink, Syrup with
water , syrup with soda or syrup with milk

Consumer Preference
60%

50%

40%

30%

20%

10%

0%
Ready to Drink Syrup with Water Syrup with Soda Syrup with Milk

Interpretations:

Many customers responded saying that mixing syrups with water is acceptable because water
is cheaper than other alternatives, though it tastes better with milk or soda, they prefer mixing
with water. Ready to drink product Coconata was the new launch for Mapro and thus
awareness for the product was very less.

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 3) What was the consumer response with respect to Jams and Ketchups.

Consumer response with respect to

Jams

5%

55% 40% Prefer

Do not Prefer
Cant say

Consumer Response with respect

to Ketchups
4%

40%
Prefer
56%
Do not Prefer
Cant Say

Interpretations

When we talk about Mapro Jams and Ketchups we can say that they face strong competitions
with other brands especially Kissan. We can say that Kissan has been advertising their

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product and Mapro does not advertise the product due to which consumers are less aware
about the quality and the flavours Mapro brings to the market

Conclusions and Recommendations

Conclusions
 The awareness of Mapro products is less as compared to competitors product
 The Mapro customers have tried various ranges of product. But amongst them it is
concluded that the syrups and crushes are two majorly tried products, and ketchup is
least popular and least consumed
 There are various flavours in Mapro crushes and syrups but there are few flavours
which customers love the most and that is Mango crush, Rose sharbhat, Kiwi crush
and Litchi crush.
 Quality of Mapro juices and syrups are appreciated the most
 The pricing of Mapro Product really go along with the quality and the quantity of the
product
 The Company has come up with various schemes like Ramzan Combo during
Ramzaan.
 Mapro Foods have also faced lot of competitions from Kissan, homemade, Mala etc.

Recommendations

 Company should focus on the packaging of the product i.e. it can change
its packaging after certain period of time and come up with new attractive packaging.
 Company should focus more on advertisements so that it helps to getting known to
more people.
 Mapro should come up with immature bottles of 200ml in liquid section, and use it as
sample because no purchase is done without tasting and can also offer it as
complimentary.
 Eye catching banners, hoardings, pamphlets, slogans should be introduced.

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 Company should deliver the product in time as it matters a lot to retailers, so
the products should be delivered within the timeframe of order.
 While introducing new products there must be buzz in the market about that product
 Schools can gift the chocolates to the students so that it will be well known in
students.

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