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Asian School Of Management, Pune

A SYNOPSIS ON

STUDY OF “CORPORATE SALES”


Company Name:-
“DHARIWAL INDUSTRIES LTD”
In PUNE
Duration -15 December, 2009 to 31st January, 2010
th

Company Guide:- Project Guide


Mr. Pramod Sawant Prof. Dr. Dhamdere
(Regional Manager)

Duration of Training Date of Submission


(45 days)

Presented by
Amit kumar sharma
Batch-“D”
Roll no.-“18”
PGDM+MBA

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Table Of Contents

S.NO. CONTENTS P.NO.

01 INTRODUCTION 03

02 OBJECTIVE 05

03 ABOUT COMPANY & THE DEPT. 06

04 RESEARCH METHODOLOGY 08

05 OBSERVATION & FINDINGS 10

06 RECOMMENDATION 17

07 CONCLUSION 18

08 BENEFITS 19

09 BIBLIOGRAPHY 20

10 QUESTIONNAIRE 21

INTRODUCTION
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The increasing trend towards obesity, and its associated health risk,
provides incentive and opportunity for the water industry. The goal
is to produce healthy package drinking water that meets consumer
expectations and it is a major market opportunity today.
I worked in “Dhariwal Industries Ltd. (F & B
Div.)” which has one of the most modern and
comprehensive package drinking water facilities
spread across India. In a short time they have
established themselves across the length and
breadth of India. Their plants are spread over the
western, southern and northern regions. They are
continuously expanding their existing facilities and
setting up new plants of various location. They have
existing capacity of over 3.6 corer liters a year (360
lakh bottle of one liter each).
The objective is to know the status
of Oxyrich, its pros and cons in terms of quality,
packaging, service as well as advertising. Primary
objective would deal with the purpose of knowing
the factors that differentiate oxyrich from its
competitors and its relationship with the retailers.
Secondary objective deals with the four P’s of the

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company and the strategy adopted by it to become
more superior as compared to its competitors.

They are raising consumer level of


understanding about health by offering
healthy life style products to raise the quality
of life. My project was to “Study of
corporate sales of oxyrich” also analysis of
potentiality in Pune market. In later part I will
get to know about findings and the limitations
which I have faced during my internship.

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OBJECTIVES

• To build relationship with new


customers and endeavor to make them
loyal customers of Oxyrich product.
• To sell the Oxyrich water bottle to the

non buyers.
• To know about my strength and
weakness in the work
environment.

• To know how does an organization


works.

• To know the working culture of


corporate.

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ABOUT THE COMPANY AND
DEPARTMENT

Name: Dhariwal Industries Ltd. (F & B Div.)


Location: Pune (Maharashtra)
Corporate Office:
"Manikchand House"
100-101, D. Kennedy Road,
Pune - 411 001.
Ph.: +91-20-26056099

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Fax: +91-20-26051377
E-mail: df&b@manikchandgroup.com
Department: Marketing Division
Designation: Regional Sales Manager
Vision
We strive to deliver beyond expectations; and
envision a leadership position to be the best in the
world.
Our vision, of being a winning organization which
unparallel as well as unique, is driven by business
process that are dynamic ,quality that is world class,
and an innovative approach to understanding
market dynamics.

About Manikchand Oxyrich

Launched in 2003, Manikchand Oxyrich brand


has created its USP as a 300% oxygenated mineral
water and commands a premium pricing (Rs 15 for
1 liter) in the market. The company has applied for
patents in almost 20 countries and is now waiting to

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take its brand to other countries beginning with
West Asia.

Objective:-

Create Strong Brand that can serve as routes


for driving behavioral change riding on our
consumer equity.

Organization Structure:-

Director

Factory Marketing H.R. Finance


(Head) (Head) (Head) (Head)

Distribution
M.E.
Research Methodology
(Area wise)

Channel

This research has been conducted to get the


desired information from the hotels and restaurants
where questions were asked posing as the mystery
customer.

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Overview of survey: -
Survey was conducted for the duration of two
months that is from 15th December 2009 till 31st
January 2010. The method adopted for this survey
is questionnaire method as questionnaire is thought
to be most suitable because it allows structured,
meaningful and uniform interaction with the
respondent.

Research instrument: -
Questionnaire was used to gather information
about Manikchand Oxyrich from the hotels,
restaurants and corporate offices.

Classification and tabulation of data: -


The data obtained by questionnaire was fed in
the computer and tabulated. This was done to
facilitate analysis about various aspects.

Tools used in the research: -

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Research design: Exploratory Research
Exploratory research provides insights into and
comprehension of an issue or situation. It should
draw definitive conclusions only with extreme
caution. Exploratory research is a type of research
conducted because a problem has not been clearly
defined. Exploratory research helps determine the
best research design, data collection method and
selection of subjects.

Sample design: Corporate market Survey

Sample size: 50 Hotels and restaurants selected


randomly M.G road and Pune camp area.

Data collection: Questionnaire Method

Sources of data: -

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1) Primary data:
Collection of primary data is totally
through market survey. As a part of survey
retailers were contacted and in depth analysis of
their feedback was done.

2) Secondary data:
Collection of secondary data is done through
Internet, magazines, as well as newspapers.

OBSERVATION AND FINDINGS


As mentioned earlier project is entitled as
“Corporate Marketing and Sales Development”. To
carry further research I have selected questionnaire
as research instrument.

After conducting the survey for 50


corporate offices sectors, my findings and analysis
are as follows: -

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1-What are the prices of different pack
size?

Quantity Price
200 ml 195 Rs (50 bottles)
500 ml 160 Rs (24bottels)
1 liter 105 Rs (12bottels)
2 liter 150 Rs (7bottels)
5 liter 30 Rs
20 liter 55 Rs

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2- TO RANK THE BRAND ACCORDING
TO SALES PERFORMANCE

SL.NO BRAND SALES PERFORMANCE


(%)

1 AQUAFINA 30

2 OXYRICH 25

3 OTHERS BRAND 45

SALES PERFORMANCE

0%
SL NO BRAND
30%
1 AQUAFINA
45%
2 OXYRICH

3 OTHERS
25% BRAND

Inference from this chart is that 30% sales


performance of Aquafina was estimated from
corporate buyer point of view and for Oxyrich 25%
and others brand accounted for 45%.

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3- Tabulation of Oxyrich on Quality
perception:-

S. No. Brands Quality perception%


1 Oxyrich 55 %
2 Aquafina 45 %
3 Bisleri 30 %
4 Kinley 20 %
5 Bailey 25 %
6 Others 20 %

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Quality perception

Others
10% Oxyrich
Bailley Oxyrich
29%
13% Aquafina
Bisleri
Kinley
Kinley
10% Bailley
Bisleri Aquafina Others
15% 23%

Inference from this tabulation is that when hotels &


restaurants were asked about the quality perception
of various brands, 29% corporate sectors were in
favor of Oxyrich and 23% in favor of Aquafina,
which is the nearest competitor of Oxyrich. Others
brands like Bisleri includes 15%, Bailey 13%,
Kinley 10%, and others include 10%.

4-QUALITY OF OXYRICH ACCORDING


TO CORPORATE BUYER

Sr.No. Quality of Oxyrich Corporate buyer(%)


1 Excellent 45

15
2 Good 30
3 Average 15
4 Poor 0
5 Can't Say 10

Quality of Oxyrich
Can't Say
10%

Poor Excellent
0%

Average Good
15% Excellent
45% Average

Poor

Good Can't Say


30%

Inference from this chart is that 45% of the


corporate buyer felt that quality of Oxyrich is
excellent, 30% said its good, 15% said its average,
and 10% do not have any view. Therefore, it can
be deduced from this study that the quality of
Manikchand Oxyrich is considered to be the best
and it is gaining popularity to a large extent.

5. COMPETITORS OF OXYRICH

Competitor of
Sr.No. Brands
Oxyrich(%)
1 Aquafina 38

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2 Bisleri 23
3 Kinley 16
4 Bailley 10
5 Others 13

Competitor of Oxyrich

Others
13%
Bailley Aquafina Aquafina
10% 38% Bisleri
Kinley
Kinley Bailley
16% Others
Bisleri
23%

Inference from this chart is that 38% Corporate


buyer were of the view that Aquafina is main
competitor of Oxyrich, 23% voted for Bislerie,
16% were for Kinley, 10% for Bailley, and 13%
were in favour of other brands.

6 PROMOTION ACTIVITIES

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Corporate
Promotional buyer
Sr.No. Activities View(%)
1 Price 30
2 Attributes 05
3 Service 45
4 Advertisement 15
5 Others 05

Promotion activities

5%
5%

15% 1 Service

45% 2 Price
3 Advertisement
4 Attribute
5 Other

30%

Inference from this chart is that when the


Corporate buyers were asked that what should be
the key factor for promoting Oxyrich then 30%
said that it should lower the prices and 45% said
that it needs to improve the service being provided

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by its distributors and 15% said that they should
focus on the advertisement and branding issue

RECOMMENDATION

1. Product should be delivered within 24


hrs of order received not after 2 days
because they lack effective distribution
channel and communication between
dealers and sales executive. This is one
area corporate buyers wants prompt
action which is lacking at the moment
‘First impression is the Last impression’.

2. To overcome the lack of effectiveness of


distribution channel, the area covered by
one dealer should not extend largely
because they become dominated and
careless. These bring chaos between the
dealers and corporate buyers.

3. I would recommend the company to


make the presence of Brand Oxyrich left
by an advertisement through an
aggressive campaign.

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CONCLUSION

People have believed in Oxyrich product


and they will accept its quality also if
effective actions were taken.

Oxyrich is the best form of drinking water


available in the market and one needs to drink
it. Oxyrich conveys the message of delivering
the best quality in the world through its
processing technology, which is patented.

Oxyrich packaged drinking water with brand


Manikchand is competing well in the
premium segment aggressively. While if we
look at the overall market of bottled drinking
water in Pune, its competing with brands like
Kinley, Aquafina, Bisleri & it’s lagging
behind cheaper brands like sumeru, urja,

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oxygen, and Kate aqua, pure aqua. This is
because local brands give greater margin to
the corporate buyer and attract them quite
easily. Therefore Oxyrich, needs to give good
schemes or offers to corporate buyers, which
would enable them to deal with it.

BENEFITS
During my Winter Internship Program, I was
benefited such as: –

a) Time
Management.
b) Interaction with
new people.
c) It helped to
develop the Communication skill.

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d) To know about
the Data collection and Analysis.
e) To increase the
Confidence level.

BIBLIOGRAPHY

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Books: -
1. Research Methodology Methods and
Techniques by C.R.Kothar
2. Marketing Research by Rajendra Nargudkar.

Internet: -
1. www.google.com
2. www.manikchandgroup.com
3. www.magindia.com
4. www.scribd.com

QUESTIONNAIRE FOR CORPORATES


1) Corporate particulars:
Name:-________________________________Address:
-_________________________________
City:- ________________________________ Time: -
_________________________________

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2) What are the brands you deal with?

a) __________________ b) _________________ c)
____________________d) ________________
3) What are the different pack sizes you order for?
a) 200ml b) 500ml
c) 1 Liter
d) 2 Liter e) 5 Liter.
f) 20Liter
4) Rank the brands according to their sales performance in your
outlet.
a)__________________b)__________________c)
___________________d) __________________
5) Rank the brand according to quality perception.
a)__________________b)__________________c)
___________________d) __________________
6) Do you deal in Oxyrich? Yes :
No:

If yes, how many product variants you have?


a)__________________b)__________________c)
__________________d) ___________________
7) According to you what is the quality of Oxyrich/Taral ?
a) Excellent b) Good c) Average d)
Poor e) Can’t say
8) Which brand is the major competitor of Oxyrich?
a)__________________b)__________________c)
__________________d) ___________________
9) How can the company promote Oxyrich in the consumer market?
a) Price b) Attribute
c) Service
d) Advertisement e) Other

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10) Please give your valuable suggestion regarding any aspect /
problem.

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