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Mr. Prabhat Kumar Sahoo

Faculty Guide

Mr. Kailash Mallick

Company Guide


Mr.Prabhat Kumar Sahoo PRANAB MISHRA

Mr.Kailash Mallick 8NBRU032


This is to certify that PRANAB MISHRA of MBA (08-10), carried out the work of
doing this project, under my guidance, this is the work completed with the support of company

Signature of the faculty guide Date :

Mr. Prabhat Kumar Sahoo Place : Rourkela


Any accomplishment requires the effort of many people and this work is not different. I would
like to express my gratitude toward “ICFAI NATIONAL COLLEGE” for giving me this
wonderful opportunity to prepare “FINAL REPORT” report on my internship company.

I am also thankful to my faculty guide “Mr. Prabhat Kumar Sahoo” as well as my company
guide “Mr. Kailash Mallick” for giving me their guidance as well as my distributors “Mr.
Ajay, Mr. Sanjay, Mr. Jeevan and Mr. Sahoo” cooperating with me towards the completion of
this report. I also express my gratitude towards my colleagues for their kind support.





The IP is an important component of education. It bridges the gap between the academic
institution and the corporate world. It provides exposure to technical skills, and helps to acquire
social skills by being in constant touch with the professionals of the other organizations.

About the company

Anmol Biscuits came into being almost a decade back, when Mr. Baijnath Choudhary initiated
the setting up process of the first plant at Kolkata. Anmol, which was started as a single plant,
now has a strong hold in the highly competitive biscuit market. Under the guidance of Mr.
Baijnath Choudhary, Mr. Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram
Choudhary and Mr. Bimal Kumar Choudhary, Anmol has succeeded in maintaining a hold in the
market very efficiently.

Products - Anmol offers its customers a wide variety of biscuits in various tempting flavors
to suit all tastes. The consumers can take their pick from Glucose Biscuits, Coconut Biscuits,
Buttermilk Biscuits, Chocolate Biscuits, Tea Biscuits, etc.

• To create awareness about Anmol Biscuit`s product.

• To use my skills towards the marketing and sales promotion of Anmol biscuits.

• To apply the principles of “Team Work”.

• To increase the sales of Anmol Biscuits.

• To achieve the given target/tasks.

• To understand the working environment.


The Company: “Anmol Biscuits Ltd”

Marketing – Product portfolio- Anmol's product range includes Butter Bake, Gol Mol, Sweet and
Salty Biscuits, Yummy Pure Chocolate Cream, Yummy Milk Cream, Yummy Coconut, Regency
Square Marie, Glucose Shakti, Marie Biscuits, Coconutty Cookies as well as salty items such as
Tip-Top Kajoos Kurkure Masala, Tip Top Six Bix, Cheez Bake and Salteez Salted biscuits.

Distribution network - The Company is having a network of super stockiest, distributor and
salesperson. Anmol has become one of the largest brands across the country having 110 Super
stockiest, 2600 distributors & 250 sales people & present in about more than 4 lackhs retail shop.

Pricing – The Company sets the price of their based on the competitor’s price.

Pomotion strategies- From time to time the company is providing some schemes or rebats to
customers or retailers. They make advertisement according to the convient of the people as well
as the features of the product It also offers its dealers all-expenses-paid trips to various exotic
locations in Europe and south east Asia based on their performance, thus, ensuring a well-
greased distribution channel.

Customer service- 1. Launched Consumer Scheme in the period of March 06 to July 06 and also
in the year Jan 09 to Jun 09.
2. Company is highly active in supporting social causes like:
a) Road Safety
b) School Promotion

Market share- Anmol has a market share of close to 10 per cent in eastern India and 7 per cent in
the whole of India. Anmol is looking at a turnover of Rs 239 crore end of this fiscal, and works
through 2000 distributors with presence across 3 lakh retail outlets in India.
The Company is having a market share of around 25-33% taking into consideration the factor
like price, quality, and brand. Market share can also be evaluated on the area wise segmentation.
For e.g, In Rourkela, Bus Stand area anmol is contributing only 5% of the market share as the
major of the market share is divided among Mukund, Jaya etc.
Competition – The Company is facing competition form Britannia, Sunfeast, Parle-G, Mukund,
Jaya, Sujata, Biskfarm in terms of price, quality, market share and most importantly brand. Many
products can be compared with Anmol Biscuit.

The Customers – For understanding the customer first we have to know the product of the
company. It offer a wide range of biscuits such as Cream Biscuit, Sweet Biscuit, Salted Biscuit,
Cakes, Sweet and Salted Biscuit, Sugar Free Biscuit and Rusks which are manufactured using
premium quality ingredients such as maida, sugar and vanaspathi, and are widely acknowledged
across the globe for their excellent taste and variety of flavours.

Apart from offering a range of biscuits it also offers a variety of food items that are shown

Cream Biscuit Fun Fill – Strawberry Cream Biscuit

Fun Fill – Orange Cream Biscuit
Yummy – Milk Cream Biscuit
Fun Fill – Cream Biscuit

Sweet Biscuit Thin Arrowroot

Marie Time
Dil Khush
Dream Lite Pack Master

Salted Biscuit Snackles

Tip Top – Kaju Kurkure
Tip Top – Six Bix
Lemon Mazaa

Cakes Yummy – Vanilla Cup Cake

Yummy Tiffin Cake (Pineapple)
Yummy Orange Cup Cake

Sweet and Salted Biscuit Cream Cracker

2 in 1

Sugar Free Biscuit Super Anmol-G

Gluco Shakti

Rasks Butter Bake

Butter Bake – Kaju
Coco Bite
Butter Kokonut

The customer is more concerned on the quality as well as cost aspect therefore the company aims
at keeping the old customers as well as making new customers. The customers are segmented on
the basis of geographic, age, income, social class, and psychographic. The consumers of Anmol
biscuits mainly children but there are some products which are focused on each section of age
group of people. There are certain products as family packs which are consumed by the family.
The buying pattern of the customers regarding the Anmol products depends on the demand of the
products by the population.

The Competition - Many products can be compared with Anmol Biscuit as they are similar.
For e.g., 2 in 1 from Anmol its counterpart 3 in 1 from Mukund. Marie is common in almost
every company and is produced under different names like Marie, Marie Time from Anmol;
Marie gold form Britannia; Marie Light from Sunfeast. So in order to make the market of one
product we have to fight with other similar product of different companies.

Mukund Marie

Britannia Marie gold, Tiger biscuits, Milk Bikis

Biskfarm Marie

Sunfeast Marie Light

Parle-G Hide&Seek

Strength Weakness

• Fulfill one of our Basic • Decreases nutritional value

Requirement among Air , Water , • Increases the cost of food product
Food, Shelter • Industry and technology requires high
• Widely accepted in all Generations investment
• Easily available in various forms
• Provide good Instant Remedy for • Regular usage of processed food can
hunger in the form of readymade cause alteration in health

• Preserves the non seasonal food

and makes it available all
throughout the year
Opportunities Threats

• Increase economy of India • Many companies are result oriented

• Generate employment opportunity • Increase in pollution
• Good quality of Goods • Sometimes provide poor quality of
• Provide competition to foreign product for more profit
companies • Lack of technology
• Improve living standard
• Provide goods to nation at cheaper • Unable to utilize all the resources
rate efficiently

• Inflow of foreign reserve and funds

for the govt.(taxes)
We Desire to be in the pinnacle of the list, paying a firm attention, to the growth of the
conglomerate. The value for life should always commemorate the path of growth. Our target is to
attain the aspiration with global approach. Anmol delivers the best returns to the society,
consumers, employees and stakeholders. There is a spontaneous upgrade of standard for the
associates. Leveraging the asset to enhance the Group synergy and becoming globally cutthroat
is the chosen route to sustain growth and long-term attainment.

Anmol offers its customers a wide variety of biscuits in various tempting flavours suiting all
tastes. The consumers can take their pick from Glucose Biscuits, Coconut Biscuits, Butter
Biscuits, Cream Biscuits, and Tea Biscuits etc. with a vibrant variety of 23 brands, Anmol
Biscuit is available in 42 SKUs.

Hygiene is a primary concern in Anmol. To maintain a germ free, harmless, quality food
product, Anmol initiates lots of innovations and experiments. One of the leading biscuit
manufacturers of India, Anmol biscuits has two state-of-the-art manufacturing units- one at
Dankuni in West Bengal, and the other at Noida, near Delhi. The manufacturing units have been
equipped with the latest modern machineries available in India, which facilitate in manufacturing
uniform quality of biscuits. The Good Manufacturing Practices (GMP) and the Hazard Analysis
of Critical Control Points (HACCP) are adapted at all the plants, along with the use of
sophisticated packing machines and materials, ensure that each and every biscuit manufactured
never fails to delight the customers with its taste and freshness. High quality products are
delivered to the customers after undergoing stringent quality control tests. The quality control
tests are done at every stage of biscuit-making, i.e., inspection of raw materials, processing and
post-production goods by qualified personnel in well-equipped laboratories. The manufacturing
units and the products of Anmol are BSI certified and the Company is ISO 22000:2005 certified.
Anmol is also a member of Agriculture and Processed Food Exports Development Authority
(APEDA) under the Ministry of Commerce, Government of India. The company is also a
member of Federation of Indian Export Organisation. Recently the company has also received
the HALAL Certificate.
The Technology – Anmol Biscuits improved business performance through the
implementation of SAP Business One. The reasons behind the implementation of SAP Business
One were

• Lack of integrated business data

• Non availability of updated data
• Loss of revenue
• Inadequate production planning
• Inefficient store management
• Overstocking of raw materials

The objective of the implementation of SAP Business One were

• Systemize operations
• Integrated management information systems
• Data consistency across various location
• Better control and tracking
• Improve flow of information

Implementation highlights

• Understanding of the implementation partner

• Strong support and commitment of the staff and management
• Planned approach

SAP was implemented because it was within budget and shorter implementation time required.

The benefits of implementation of SAP solution to the company were

• Availability of real time information

• Minimized manual processes
• Streamlining of core business process
• Better production planning and store management
• Transparency and visibility of inventory status
• Improved delivery chain
• Improved sales
• Enhanced efficiency in operation
• Improved financial control

e-Tomato followed a planned approach for the implementation. They studied the
organization structure and business processes, performed a system analysis, looked carefully at
the company’s expectations and then proposed an implementation roadmap. The system was
then configured. All the major modules including production, finance, sales, HR, quality, stores,
sales and marketing were configured. Store transaction was integrated with the financial system.
IBM servers were used and the partner provides the necessary onside and offsite support after

Business One has integrated stores transaction with financials bring in better control and making
each user point accountable for the lapsesthat might occur from time to time. Better information
flow has improved delivery schedules. The system has improved customer responsiveness and
sales have also gone up considerably, while, at the same time, reducing overheads.
The Environment- It includes the micro as well macro environment. Micro environment

• Suppliers

• Marketing Intermediaries

• Customers

Macro environment includes:-

• Demographic environment – It includes Consumer groups like children (school going –

teens), Young adult (19-30 years), Adults (35-50 years), Senior citizens.

• Economic environment- It includes general economy; business cycle which has four
phases like growth/prosperity, recession, depression, recovery; buying power which
includes the financial sources like income, wealth; willingness to spend. If there is a big
economic downturn in the market then the customers will switch to cheaper options and
will not buy expensive biscuits.

• Political- Running health campaign to discourage people from eating too many fatty
foods. Governments are concerned of the obesity level in the population.

• Socio-Cultural environment. - It includes factors like health consciousness, career choices


• Technology – It includes the R&D activity, rate of technological change, technology

adopted by the competitor etc.

• Legal- It includes the acts like Prevention of Food and Adulteration (1954); Standard
Weights and Measurement Act (1956); MRTP (1969) etc.
Factors like Consumer protection, State regulatory agencies, and Non-government regulatory
agencies also influence the company.


Anmol received National Manufacturing Award at New Delhi on 25th August, 2005.

I have been assigned both target as well as tasks. Target given to me from college as well as
company is in monetary terms. As far as task is concerned, it has been given to me by my
company guide to do certain activities during my internship period.

Target- From the company I have been given the target to generate sales of Rs. 1 Lac every
month during my 3 months of internship period. That monthly target is divided into weekly
target of Rs. 25,000 per week by my faculty guide.

Tasks- Some tasks have been assigned to me from my company guide were

• Sales promotion of company`s new and existing products.

• Watch on the working of distributors.

• Make new customers.

• Systematic working.

• Market research in the form survey, competitor`s knowledge etc.

Update: Weekly target is increased to Rs. 50,000 and accordingly monthly target is also
increased to Rs. 2 Lac. I have also been assigned a new task to achieve weekly target by
promoting the sales of Marie Time, Marie and Cakes.

Overall there was a target to sell products of Rs. 6 Lac within 3 months of my internship

Strategies are essential for achieving a given target/tasks. The major strategies used by me are as

• Pull-Push- Pull strategy is basically directed towards customers. Either there is a

movement from the customer side or from our side. As a result demand for the product
affects in the form of increase in sales. Where as push strategy is directed toward making
new distributors. As a result market coverage increases.

• Price discount- Here products are offered to the customers at a discount on the normal
selling price. Distributors in Rourkela market gives 3% discount on the normal selling
price of the product.

• Replacement- Here damaged pieces are replaced by us (if any).

• Installment offers- Here products are offered at down payment and customers are
allowed to pay the remaining amount on an installment basis.

• Consumer contest- Time- to- time customers are made aware about utilizing the retailer
scheme option.

• Free gifts/samples- Here customers are provided with free gifts like pocket diary, key
ring etc in order to motivate them to place order.

Other strategies that are used were as follows:

• Market Research- It was done in the form of surveys, observation of the competitor’s
strategies etc.

• Concept and Idea generation- It was done by giving new ideas to both the customers as
well as to the distributors.
• Motivational factor- It was used by spending, favoring their opinion, etc.

• Communication- It was used through activities like follow up, advertising, public
relation personal selling, feedback etc.

• Situation Specific- It was done by handling objections, accepting challenges,


Week no. Strategies

1 Collected existing database and also gone for

surveys. Anywhere I visited at all the time I
was holding a pack of Anmol`s new product.

2 Focused on the target/tasks given to me. Used

new ideas for generating sales. Advertising was
also done.

3 Used motivation as a tool to make the

distributor visit more shops although failed but
their effort towards their work was increased as
a result sales increased. Also applied my
knowledge of 3CET & SWOT ANALYSIS

4 Emphasis was on time management,

communication in the form of follow –up. Also
started visiting the counters alone, knowing
their problems, taking order.

5 Being situation specific. Making my own bid

plan which will be suitable for achieving the
target/tasks plus the management of

6 Approached to 2 new retail shops and also

1distributor approached to me regarding the
distributorship of Anmol Biscuits. That
distributor asked me regarding the advantages
of taking the distributorship of Anmol. This
week I used the pull-push strategy.

7 Used strategies like adapt/overcome as well as

pull strategy as a result started transaction in 2
new retail shops and also sales increases in
some areas.

8 Used survey as a tool and approached 3 new

shops and successfully made them as
customers. Also used free gift as a strategy for
pushing up the sales.

9 Got opportunity to work with the company

guide. Handled objection regarding the activity
of the salesperson not giving a proper bill.

10 Used concept and idea generation as a strategy

to motivate the distributor to continue their
work even if the salesperson is absence.
Experienced order system work.

11 Used question handling as a strategy. Also

done market survey, taking feedback fro the

12 Used market survey, communication, handling

objection also taking feedback from the shop
owners regarding the activities of the
salesperson as well as the distributor.

Week wise:

Week no. Target (in terms of Achieved (in terms of Percent of

Rs.) Rs.) achievement (%)
1 25,000 0 0
2 25,000 38,209 153
3 25,000 39,442 158
4 25,000 73,508 294
5 50,000 56,673 113
6 50,000 64,935 130
7 50,000 67,750 136
8 50,000 71,321 143
9 50,000 54,982 110
10 50,000 56,811 114
11 50,000 1,03,316 207
12 50,000 62,332 125

(Table showing weekly target achievement)

(Diagrammatic representation of table)

Week no. Percent of

achievement (%)
1 0
2 153
3 158
4 294
5 113
6 130
7 136
8 143
9 110
10 114
11 207
12 125

(Table showing weekly % achievement)

(Diagrammatic representation of table)

Month wise:

Month no. Target (in terms of Achieved (in terms of Percent of

Rs.) Rs.) achievement (%)
1 2,00,000 2,07,832 104
2 2,00,000 2,58,988 129
3 2,00,000 2,22,459 111

(Table showing monthly target achievement)

(Diagrammatic representation of table)

Month no. Percent of

achievement (%)
1 104
2 129
3 111
(Table showing monthly % achievement)
(Diagrammatic representation of table)


Target (in terms of Achieved (in terms of Percent of

Rs.) Rs.) achievement (%)
6,00,000 6,89,279 115

(Table showing overall target achievement)

(Diagrammatic representation of table)


Many barriers were faced in my 3 month of IP. Some of them are as follows:

• Low market coverage area by distributors- As the condition is worst the distributors
are covering fewer shops which ultimately affect the demand of the product and also the
• Lack of time management-This happens in the way of the dispatch of the vehicle from
the warehouse.

• “No “means “no”- Once a shop owners tell they won`t keep the product it find difficult
to convince them.

• Obstacles in terms of Schemes, discounts, offers- During my IP I came to know that

fewer shop owners are unaware of the latest scheme which the company has launched.

• Seasonal demand problem-As I was doing my work in summer I also came to know
that biscuit industry is also affected by seasonal demand. During summer the demand is
low as compared to winter.

• Change in taste and preference pattern- As there is a change in taste and preference in
the customers so their opinion also shifts to another company form time to time as a
result sales decreases for certain products.

• Lack of responsibility- I also notice that nobody take responsibility. For e.g, if a shop is
not visited for 2 weeks then they continue to do the same activity as a result I have to face
complains form the shop owners and also almost we have lost one of our existing

• Language barrier- In the form of oriya.

• Similar type plus new products of other companies- Most of the company produces
similar product so there are similar products under different brand names. For e.g,
Anmol`s coconutty is facing competition from Mukund`s coco bite.

• Lack of media approach- This happens in the form of Advertisement, banners etc.

• No credit system from distributors - As the distributor don`t extend the credit period so
some shop owners take this personally.

• Strange trend of the customers- I also noticed that as this is the last month of the
retailer`s scheme then also some shop owners are not placing heavy orders and at the end
they go for flattery in the form of asking for some help form the company representative.

Achieving target is difficult but not impossible. Generally doing direct marketing is a difficult
task but this is the only field where one person can learn so many things like customer behavior,
attitude, responses, understanding his needs and want.

Working with different situation it’s enhancing our skills, knowledge, and physical with mental
ability to work with stressful situation and challenging environment. Target makes us more
carrier focused, responsible and to work with work pressure. It is a result oriented function so it
create a awareness to finish that target within the assigned time, it has a great impact on the
students to became a professional

To fulfill the target task is the most important component, implemented, and administrated
benefit programs leads to achieving target. Do the task properly is improving our managerial
skills, interpersonal skill. The main aim of target and task is to know how in future we will
manage our subordinate.

Overall it’s preparing us to achieve our future goals it is providing us a platform to stand, to sell
our knowledge, and to compete with the coming market.
It is a good opportunity given to me through INC system to utilize my three month time toward a
prospering company like Anmol Biscuits Limited. Within my first month of Summer Internship
Program (S.I.P) I came across to different types of persons in the form of distributors,
salespersons, retailers, wholesalers and also to consumers. Some strange trend was also noticed
by me. Many obstacles were faced by me during this period which made me stronger to achieve
my target giving a boost to my creativity. Observation and also taking suggestions from my
friends were also helpful to me up to certain extent. Time to time gong for surveys and other
activities I was able to develop my own strategies Failures will be there but how to overcome
those failures and turn them into your success in the true managerial skill which I am learning.
The strategies use in this month may not work in next month. There will be addition and
subtraction of strategies. The only thing that matters is the achievement of target/task.

As far as target/tasks are concerned it will become tougher week by week opening doors to a
whole new world making me capable to manage any situation without fear. Surely will develop
managerial skills.