Expansion of Sales Network and Market Survey for

Dukes India (Pvt.) Ltd. in Indore Region

SIP project report submitted in partial fulfilment of the requirements for the
PGDM Programme

By Kunal Jain
201811026

Supervisors:
1. Project Guide – Mr. Manish Sharma
2. Faculty Guide – Dr. S Senthil Kumar

Institute of Management Technology, Nagpur

2018-20
 ACKNOWLEDGEMENTS

I would like to thank Dr. Subhajit Bhattacharyya, Director, IMT Nagpur for giving me
opportunity to work on the project.

I would like to express sincere gratitude to CEO Mr. Arvind Kumar, my project guide
Mr. Manish Sharma (ASE – Indore Division) for guiding me throughout the project. I would
like to mention Mr. Ashok Kumar (Salesman) and Sales Officers and DSRs who helped me
to understand dynamics of sales and distribution in FMCG sector. I would also like to thank
other staff of Ravi Foods Ltd. (DUKES India) for providing me learning opportunity and
support throughout the internship.

Furthermore, I really appreciate my Faculty Guide - Dr. S. Senthil Kumar, whose guidance
and suggestions facilitated me a lot in completing this project. I would also take this
opportunity to thanks faculty members of IMT Nagpur for investing efforts on me so that I can
perform my best during these two months of internship. I would also like to thanks my seniors
and batch mates for constructive discussions on issues and helping me to find out best solution.

At the end, I would like to thank my family and friends for being constant supporters
throughout the project.

Kunal Jain
IMT Nagpur

Page | 2
Completion Certificate:

Page | 3
Table of Contents:

1. Abstract 5

2. Objectives of Study 6

3. Concepts Used 7

4. Industry Analysis 9

 Porter’s Five forces Model Analysis 11

5. Company Profile 14

6. Task Performed during internship 17

7. Research Methodology for Survey 21

8. Tabulation and Findings/Results 22

 Sales Summary 23

 Outlets Coverage Details 24

 Market Survey Findings 25

9. Conclusions and Recommendations 30

10. Learning During Internship 32

11. Limitations of the Study 33

12. Scope for Future Improvements 34

13. Appendices 35

14. Bibliography 37

Page | 4
 Abstract:

The project is to make the new market base by adding new retailers as well as to increase the
sales, analyze the distribution network and market survey of assigned beats in Indore region.

It involves visiting to retailers daily and pitch them for Dukes products. Communicate them
about schemes and benefits of the Dukes product in assigned beat for a particular day and come
up with decent productivity level. We launched a new product portfolio in the market and also
make consumer analysis by conducting primary survey and interviews to understand the
challenges in the market for Dukes products. Since the sector is highly competitive and
consumers can shift to competitors easily, it is high time for company to focus on issues in
order to provide values to its consumers. Distribution channel plays important role in sales-
oriented organization and thus right distribution channel to reach outlets play crucial role in
increasing sales revenue. Sales promotion scheme for Waffy and Biscuits showed significant
difference in sales for the month of April, May and Mid-June which are off-season.

Right training and incentives motivate sales people to perform better.

Page | 5
 Objectives of the study:

To understand the biscuit and confectionery market in Indore.

To expand the sales network for Dukes products.

To Launch a new product portfolio in the market.

To Place the biscuits and waffy at every retailer under the distributor.

To Make a new market base for the Dukes products by increasing the number of

retail outlets under the Area Distribution Agency and increase the points of sale.

To Interact with consumers and do the market survey to understand the brand

awareness, availability of the product, tastes & preferences and the impact of

advertisements and offers on consumers.

Page | 6
 Concepts Used:

1. Push Strategy
It is the most important concept of FMCG sales. It is basically to push the products to
the consumer i.e. to make consumer buy the product. In case of biscuit and
confectionery products, the margins being very less, the retailers need to be pushed with
the products as the competitors also provide the same schemes and similar margins.

2. Pull Strategy
Pull strategy is also known as pull promotional strategy. The objective of the strategy
is to make customer actively seek a product and pitch retailers/outlets to stock the
product for fulfilling the demand.

3. Marketing Mix
Marketing mix consist of 4Ps of the marketing i.e. Product, Price, Place and Promotion.
Th marketing mix plays a very crucial role in the way you introduce a new product in
the market. Learned about the marketing mix of Dukes products. In FMCG sector,
every P plays its vital role in positioning of the product.

4. SKU (Stock Keeping Unit)

SKU is the alphanumeric code of a product which helps in getting product registered
as well as in managing inventory. It can also a complete range of product that is being
manufactured by the company. In the product portfolio, the SKU of Dukes include
Biscuits, Waffy, Chocolate and Confectionery items.

5. Pareto’s Principle
It is seen that 20% of retailers sells 80% of products. So, company should focus on
schemes for these 20% to provide them benefits to get the coverage of market.

Page | 7
6. Marketing Research
Marketing research is the very important part of the marketing, it helps in getting the
info about the market and consumer to launch a product as well as to make
improvements in the existing product line to meet the expectations of the consumer.

7. Consumer Behaviour
Consumer is treated as god in FMCG market and demands of consumers is very
important for the company. In internship, I also collect the information from the
consumer to analyse the buying pattern, brand awareness etc. to understand the
consumer effectively.

8. Point of Parity (POP)

It is the common features of the product of a brand as compared to its competitors. As
seen, as per the standards, Dukes products have similar features in digestive biscuit and
other nutrients in the products.

9. Point of Difference (POD)

POD is the feature which is unique from the competitors.

10. Segmentation and Positioning

Segmentation is very important for marketing of the product. It helps in finding the
target group and making the product people friendly. It can be used to optimise the
product for better performance.

11. Positioning
Positioning is strategy to make the position of brand different from others. It might be
done with the help of advertisements. As Dukes is presence is in all over India. I used
market survey to find the positing of brand in consumer’s mind.

Page | 8
 Industry Analysis:

Indian Biscuit industry is one of the largest contributors in FMCG market. This industry have
two sectors organized and unorganized.

In terms of volume, organized sector of biscuit industry is projected to produce around 1.30
million tonne. Parle and Britannia are the dominant players in this segment and holds around
64% of market share.

The unorganized sector of the industry consists of small bakeries and households
manufacturing and distribute their products in the surrounding environment. Less expenditure,
Family management, less expenditure and focused product line plays a very important role in
the growth of unorganized sector.

In terms of value, Biscuit industry of India stood at $3.9 billion in 2016, and to reach $7.25
billion in 2022 with compound annual growth rate of 11.27 per cent.

In 2015-16, the cookies segment played a very important role in boosting the biscuit market by
increasing urbanization of brands such as Bournvita biscuits, and Britannia GoodDay, which
helped in rising the number of health-conscious consumers.

According to 6Wresearch, by 2023, Indian biscuit market is projected to reach $8.2 billion.
The Plain biscuit such as Parle-G, Britannia Tiger, Dukes Milk Merrry etc. captured majority
of share in 2016 and still in 2018-19, this segment is the leader. However, sandwich and cookies
biscuits market is growing faster and expected to exhibit a high growth rate in next 5 years.

For center-filled biscuits, most of the sales comes from the urban population and premium
biscuits are growing faster and gaining huge acceptance from Tier – I and Tier – II cities.

Two Sectors of biscuit

industry
Organized Sector
30%
Unorganized
70%
Sector

Figure 1

Page | 9
Market Size:

Currently, India is the largest biscuit consuming nation in the world and industry is growing
with CAGR of 12.5 percent and expected to grow with the rate of 14% in coming years.

Glucose biscuit have around 25% market share which highest in the industry.

Compared to other FMCG products, the penetration of biscuits and cookies in both rural and
urban areas is around 83% and 94% respectively which is quite high.

The highest consumption of biscuits in India comes from Eastern and Northern part. 80% of
the biscuit market is organized.

The top three players in Indian biscuits market are Parle, Britannia and ITC. Both Parle and
Britannia account for 64% of market share.

Figure 2

Page | 10
 Porter’s Five forces analysis of biscuit industry:

Threats of new enrtrants Threats of Substitutes

1. Multiplicity of food laws. 1. Low Switching costs.

2. Economies of scales. 2. Extremely price sensitive industry.
3. Dynamic consumer preferences. 3. Numerous substitutes available in market.
4. Huge investment required 4. Seasonal demand.
5. Government regulations and policies.
6. Highly competitive market.
Competitive Rivalry
7. Price sensitive market.
1. Immense competition
2. Cyclic nature of demand
ensures a cut throat
Bargaining power of suppliers competition
Bargaining power of customers
3. Large scale manufacturers
dominance power.
1. Dependent for raw materials.
1. Availability of numerous substitutes.
2. So many suppliers in the market. 2. Competitive prices
3. Depend on climate. 3.Huge range of products
4. Supply of the other raw materials such as starch, 4. Distribution channels.
sweet jelly etc. fulfilled from imports.
5. Taste and Preferences
5. Government policies to ensures certain ceilings on
price of suppliers.

Page | 11
Wafer (Waffy) Market Analysis:

Dukes India is the market leader in Wafers category and this is the flagship product of dukes.
As a market leader, In Modern trade Dukes waffy have the presence of 70%. In market, there
are so many local waffy products which are growing effectively. In brands, Britannia already
launched its waffy product in different flavours named as Treat. Priyagold’s Snakker is also
giving tough competition in the market. In this segment Dukes also have Waffy rolls which is
also a market leader and facing a tough competition from Gone Mad rolls.

Figure 3

Confectionery Market:

Confectionery market of India is valued around $1.5 billion and growing at a CAGR of 9% as
per Nielsen India. According to various reports, India is the fastest growing confectionery
market amount the BRICS countries.

On the basis of type, competitors and region, Indian candy market is divided into three
categories – Sugar candy, gum candy and chocolate candy.

A majority of confectionery brand are dominated by 50 paise price point but, it started moving
towards the Rs. 1 price point. Flavors and pricing are the most important factors in this
category. In last few years, it is observed an increase in the sales of wholesale candy bags
priced at Rs. 50 and Rs.100.

The largest share in the candy market hold by North region followed by the west region.
According to a report by Research and Markets, metros such as Mumbai, Bengaluru, Chennai

Page | 12
etc. are amongst the highest contributors in the sales of candies in the country, while tier II
cities have also been contributing.

Perfetti Van Melle India Pvt Ltd. is the market leader followed by Lotte and Parle. Dukes is
also giving a tough competition in the market and focusing more on rural market.

Chocolate Market:

Indian chocolate market is projected to grow at a CAGR of 12.8% and reach USD 1,833.28
million by 2024.

The Indian chocolate market is growing and moving

towards the premium chocolates and dark chocolate.
The low sugar content in dark chocolate is also a reason
for the increase in demand of dark chocolate, as
consumer have become aware of the causes of high
sugar intakes. The consumer in India have been shifting
their preference from traditional sweets to chocolate
products.

In Indian market, there are five multinational players

accounting for the major share. Five big players are
Figure 4
Mondelez International Inc, Mars Inc., Ferrer, Nestle SA,
Hershey Co., and Lindt & Sprungli.

Page | 13
 Company Profile:

Ravi Foods Ltd. is one of the largest biscuits and confectionary manufacturing company in
Indian market. It offers products ranging from biscuits, wafers to chocolate, candies, cookies
and confectionary. In 1995, Dukes was created under the Ravi Foods label. Which started with
a modest range of biscuits and wafers to cater its surroundings but, today they made their
presence in all over India. Its products are present in across all the states. Company have its
manufacturing plant in 15 states under 3 flagship brands – DUKES, TREFF and DYNAS.

The extensive distribution network of over 180 super stockiest, 2500 distributors and 90 lakhs
outlets; make the product available across the nation. Dukes India has been recognized as one
of the world’s 100 greatest brand and leaders by PwC. Dukes India started its waffy
production in 1999 is now a market leader in the category.

For Dukes, its 60% customers are coming between the age group of 6 – 18 years. The rest
belongs to all age groups. For Dukes, children are key influencers and parents are the decision
makers.

Mission Statement:

“Customer is king” and every idea and Innovation at Dukes is to achieve excellence in customer
satisfaction.

Distribution process:

The distribution process at Dukes is start from manufacturing of product then it will deliver to
super stockiest which have large inventories and covers a larger part of the state after that super

Manufacturing
Super stockiest Wholesaler Retailers Customers
Unit

Figure 5

Page | 14
stockiest deliver the products to wholesalers. In Tier I and II cities there could be 3-6
wholesalers and in tier III cities there are maximum of two wholesalers which covers the whole
city as well surrounded villages. Then retailers come into the picture and they play a very
important role because they are the one who directly interacts with the customers and they
deliver the product to customers.

Dukes India deals in two ways of trade methods:

1) General Trade
 Retailers
 Kiosk

2) Modern Trade
 Supermarkets
 Convenience store
 Railway Stations

Products Details:

Dukes India provides a huge range of products to its customers started from biscuits to
confectionery with every possible price segment and volume range.

Figure 6

Page | 15
Figure 7

Page | 16
 Tasks performed during internship:

The complete internship was divided into tasks in order to do the sales and promotion of the
Dukes India products and last 10 days are dedicated to market survey.

Task I: Visit the assigned beats, communicate about the products and register them on
BIZOM app.

Assigned beats:

Monday – Khajrana, Indore (M.P.)

Tuesday – Kanadiya Road, Indore (M.P.)

Wednesday – M.G. Road, Indore (M.P.)

Thursday – Bicholimardana, Indore (M.P.)

Friday – Musakhedi Azad Nagar, Indore (M.P.)

Saturday – Sri Ram Nagar, Indore (M.P.)

Company assigned me six beats or areas. A particular beat for a particular day. I which I have
to visit the outlets categorized them into A, B and C category and pitch them to register with
us and start selling our products.

For that, first I have to register the retailer on BIZOM app provided by the company. Where I
have to fill all the details like address, contact number, shop name, retailer name and take a
snap of its shop and upload it on app to get retailer registered. I made a new market base of
around 295+ new retailers (Never buy the Dukes product before).

Page | 17
 Category A outlet

Category B outlet Category C outlet

Figure 8

Page | 18
Task 2: Tracing and Visiting the retailers and outlets under the distributor for the
placement and promotion of the Dukes products.

For the placement and promotion of Dukes products, I visited all the registered outlets on
regular basis and also search for new potential outlets. I pitched the products, schemes and
benefits of the products to retailers and try to convince them to buy and sell Dukes product.
Those who were ready to buy our products would tell the order and I have to make entry of
into the Bizom app and at the end of the day, I have to send it to the headquarter in Hyderabad
by using End of Day report function. Which provides the whole day summary in a descriptive
manner.

Figure 9

Task III: Advertising using POPs and Launching a new product portfolio in the market

Dukes is projected to launch a new product portfolio of Waffy in butter flavor in mid- May.
Before launch I have to communicate it to retailers that we are going to launch a new product

Page | 19
portfolio in the market and what will be the attractive schemes for them and advertise the
product by using POPs and stick it on front of the counters so customer could also get to know
about the upcoming product. The scheme for the retailers were, If a retailer buy a total of Rs.
1000 waffy then they will get a scratch coupon in which they could win up to 20 free waffy
cost Rs. 45 each and a hand bag for free. For consumers, the Rs. 45 products was on scheme
of Buy 1 get 1 free on any waffy till the stock last.

Figure 10

Task IV: Market survey to understand the consumer behavior.

After getting lot of feedback from retailers:

 Summer season is the problem, people prefer to buy cold things more than biscuits.
 Dukes is the new product in the market nobody knows about the brand.
 Your distribution channel weak and that’s why your products availability is very less
but, the market is all set for huge varieties of product make your distribution line strong.
 Those retailers who buy from us said that your biscuits are not tasty but, waffy is getting
good response be regular.

On the basis of feedback, I discussed it with ASE Mr. Manish Sharma and he permitted me to
make a questionnaire and do a analysis and do recommend the solution to us. So I started a
primary survey to understand the consumer buying behavior.

Page | 20
 Research Methodology:

1. Market Survey Description:

 To understand the challenges for Dukes products in Indore region.
 Understand the consumer preference.
 Impact of summer season on the consumer uying behaviour.

2. Survey Deliverables:
 Market plan to solve the issues in sales.
 Increasing the sales of biscuits and confectionery.
 Increase the brand awareness and increase the availability of products in the
market.

Research Methodology:

Primary Research

 Primary survey to understand consumer buying behaviour.

 Direct talk to consumers.

Secondary Research

 Market situation in Biscuit and Confectionery market

 Different products for opportunity mapping.

Questionnaire

One questionnaire was prepared. Questionnaire for consumers was divided into sections and
section will open or not is depend on first sections answers and first section contains 14
questions and second section contains 03 questions.

Sampling Method

Random sampling method was used in survey. The target group for the segment is 5-50 years
of consumers, therefore during market visit in Indore area, survey was conducted randomly for
the above-mentioned target group.

Page | 21
 Tabulation and Findings/Result:

I made a new market base of 296 retailers for Dukes products and achieved a productivity of
85%. All the retailers are divided into three categories depending upon the customer holding
capacity of an outlet. Majority of the outlets are from B category. Out of the total retailers, 70%
retailers bought Dukes biscuit and 55% bought Dukes Waffy. In the regular sales activity, I
was recognized twice in top 20 Sales personnel at Dukes leaderboard for the day in all over the
country and thrice in top 10 in Northern region.

Product Category No. of Outlets bought Percentage

Biscuits 208 70.27
Waffy 165 55.74
Chocolate 30 10.13
Confectionery 75 25.34
Table 1

Page | 22
Sales Summary:

In the below, Summary dashboard shows all the activities related to sales. In initial weeks I
was getting a great response in the market but due to lag in distribution process the sales started
decreasing day by day. The total sales for the month of may was Rs. 68,416. In which I covered
almost all the retailers and achieved 86% (253 of 296) productivity.

Table 2

Page | 23
 Table 3

Outlet Coverage:
Indore is a big and potential market for Dukes but, they are not focusing towards it. I provided
a good market base to the Dukes after completion of my internship they stopped visiting the
retailers and the graph for outlet coverage is start declining. There is a slight increase in the
month of May in outlet coverage as compare to last three months and in June it started
declining.

Figure 11: Outlet Coverage Analytics

Page | 24
 Market Survey Findings:

To understand the consumption behavior, Taste & Preferences, Advertisement Impact, Brand
awareness and Product availability in the market; a primary research on consumer segment in
Indore area has been conducted.

Total Respondents – 102

Demography:

Gender Age

3%
28% 5-18 Years
36% 32%
Male 19-25 Years
Female 26-35 Years
64%
35 above
37%

Figure 12: Demography Outcomes

Figure 13: Profession Details

Page | 25
Purchasing Behavior of Consumers:

Purchasing Behavior
0%
23%
28%

49%

Never Once in a week 2-3 times in a week Monthly

Figure 14

The chart indicates that more than 77% of respondents purchase at least 1 packet in a week.
The focus should be on strategies how to convert 28% of “once in a week” to more than one
purchase.

Taste and Preferences in biscuits:

Taste and Preferences

3% buy different flavour of same brand

32% buy same flavour but different brand

33%
go to different outlet to buy
Buy whatever is available
9% 23% do not buying anything

Figure 15

Page | 26
From the above chart, we can observe that people prefer to but its favorite brand and taste but
if not available then customer change its preference and buy from what is available. 33%
respondents buy whatever is available if its preference is not available and 23% changes its
brand if the flavor is unavailable. It shows the sensitivity of the market.

Brand Preference:

BRAND PREFERENCE
100.00%
90.00%
80.00% Britannia
70.00%
Patanjali
Percentage

60.00%
50.00% Sunfeast
40.00% Dukes
30.00%
Parle
20.00%
10.00% Anmol
0.00% Priyagold
Britannia Patanjali Sunfeast Dukes Parle Anmol Priyagold
Brands

Figure 16

Chart indicates the percentage of consumers preferring different brands. Since one consumer
can prefer more than one brand for different products. This shows around more than 1/4th of
respondents prefer Dukes brand. However, Britannia and Parle are showing its presence as a
market leader. For Dukes, it sounds good in terms of highly competitive market but when it is
coupled with buying pattern of consumers, the actual preference for Dukes SKUs in a week is
less.

Page | 27
Impact of Summer Season on Biscuit and Confectionery Industry:

Impact of Summer Season

35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1 2 3 4 5

Impact of Summer Season

1 – Very Less likely 5 – No problem with season

From the above chart, we can observe that more than 1/3rd of the respondent are less likely to
have biscuits in summer season and 1/3rd is not consume that much biscuit that they are used
to have in other seasons. So, we can understand how season plays a critical role in the sales of
the biscuit industry.

Awareness about Dukes brand and consumption of the product:

Brand Awareness Consumption of Dukes

Product
3%
25% Yes 9%
Yes
No
46% No
Maybe
72% 45%
Maybe

Page | 28
From the above chart, we can observe that 72% are aware of Dukes brand but only 46% of the
respondents have ever tried the Dukes products. This clearly indicates the demand and supply
gap. This need to be abridged in order to boost the sales.

Advertisement Impact:

Advertisement Impact
4%
1
25%
1% 24% 2
3
46% 4
5

1 – Very less Impact 5 – Very high Impact

From the data, it is clear that around 29% are not affected by advertisement. This means
promotion too plays a big role in increasing the demand for the product.

Availability of Dukes products in the market:

The information came from section 2 of the

questionnaire. In which 56 responses were recorded and
Availability
these are the one who tried Dukes products at least once. Very easily
available
After looking to its distribution channels in Indore, it is 0%
7%
On some stores
not a surprise to find that no one found the availability of 27%
sometimes
Dukes product very easily in the market. 66% of
found
66%
respondents found Dukes products on some stores only Not available in
my area
while on other hand 7% respondents never found the
Dukes products in its area.

Page | 29
 Conclusions and Recommendations:

For increasing demand

Branding strategies
TG- 16-35 Years

Current Situations:
Regular videos are posted on social media like LinkedIn, Facebook etc. depending on
occasions but there is lack of regular campaigns so information about products could
reach to large number of people but it is not reaching to large number of people.

Recommendation:
1) Digital campaign will help in increasing awareness as well as for greater brand
recognition. It will sav cost as compared to hoardings as well as has wider reach.
2) Sponsoring events at local schools and colleges will help in reaching to consumers
directly and increasing brand awareness among TG.
3) 5 seconds video ad campaign – to make Dukes India stays at top of the mind of
consumers.

Impact:

Since 72% of respondents are aware of Dukes brand but out of it only 46% respondents
Ever tried any Dukes product. Ad campaigns will help in increasing the brand
recognition as well regular ads push people to at least try the product.

For Bizom App:

1) Bizom app is very effective app and company should use it properly to get best out
of it.
2) All the invoices should be digitally printed and data should sync with Bizom app so
everyone in the process should be aware about the order fulfilment process.
3) Salesman should be trained for Bizom app so they can use it effectively.

Page | 30
4) As it is not link with distributor sales man manipulate the data i.e. they enter some
of the order at the name of different retailers so he can achieve the daily productivity
target.
5) It was a surprise that sales man are getting their allowances on the basis of the
performance on Bizom app but order fulfilment process is not updated on it. They
should sync it with distributor’s PC so they can get real data.
6) Bizom app should be updated with proper information of available products, current
schemes and exact price of the products.

For Distribution process:

1) Sales man should get updated product catalogue so retailers can order only what is
available. Currently, the catalogue which the sales man are using por pitching the
retailers have lots of products for which company stopped the production and the
information related to product weight is too old as well.
2) Distributor should distribute all the products timely so slaes man can visit the outlets
regularly else retailers will ignore the products. It will help in improving the
availability of the product in the marked as nobody among the respondent said that
Dukes product is easily available in the market. Even 34% of respondent wasn’t
able to find the product in the market.
3) They should sync the bizom app with distributor’s PC so both can be updated with
the current inventory position.

Other Recommendations
1) Dukes T-shirts to SRs and incentives for increasing sales.
2) Separate sales office (SO) for institutions, canteens, cafes, hospitals etc.
3) SOs should ensure availability of entire range of products at distributor’s point.

Page | 31
 Learning During Internship:

Understanding process of sales and marketing in FMCG sector.

Understanding consumer buying behavior.
Understanding sales management in the sector.
Understanding the planning of different beats and classification of retail outlets.
Understanding way to negotiate with different vendors.

Behavioral learning

1) Ability to handle rejection during sales.

2) Acceptance of failures.
3) To handle different situations patiently.

Page | 32
 Limitations of the Study:

The project and the issues are limited to assigned areas of Indore region.
The project period was May-June, when sales in biscuit and confectionery industry
decrease as per the past year trends.
Sales in summer differs from rest of seasons.
Ravi Foods Ltd. (Dukes India) is sales-oriented company and thus major solutions for
issues are sales related only.
In Some areas the majority of people is Muslims and the month of May was the religious
month for them. In this month the sales of biscuits and other items decreases drastically.
In normal days there could be more sales.
For some areas Dukes product is new and these were not very comfortable with new
product. After some regular visits, the sales could be increase.
Product and price of the Dukes products cannot be changed easily because of which
strategy cannot be easily modified.

Page | 33
 Scope for Future Improvements:

 The project and expectations should be clear to interns so they can perform wisely.
 Make intern visit the Dukes India production plant so intern can also understand the
production process.
 As the FMCG sector is too wide, Increase the internship duration so intern can
understand the sector properly.
 Regular feedback should be given to intern so he/she can improve its performance.
 There should be a week-long training session where student can understand the full
process and can work effectively.

Page | 34
 Appendices:

Consumer Questionnaire

Section 1: survey on biscuit industry

1) Name
2) Gender
3) Age
4) Profession – Student, Home Maker, Business Owner, Professional, Other
5) How often do you purchase biscuit packet?
 Never
 Once in a week
 2-3 times a week
 Monthly
6) If biscuit packet of my choice is not available at outlet, I
 Buy different flavor of any brand
 Buy same brand but different flavor
 Go to different outlet to buy biscuit packet of my preference
 Buy whatever is available
 Do not buy anything
7) How likely you buy biscuit pack if you have seen advertisement? (Likert Scale)
8) Do offers on biscuits attract you to buy biscuits?
 Yes
 No
 Maybe
9) If your friend/family member recommend you biscuit packet, would you like to try ?
 Yes
 No
 Maybe
10) How much would you prefer to have biscuits in summer season? (Likert scale)
11) Rate your likeliness for Wafer biscuit? (Likert Scale)

Page | 35
 12) Which brand you prefer to buy in biscuits?
 Britannia
 Sunfeast
 Patanjali
 Dukes
 Parle
 Priyagold
 Anmol
 Other
13) Are you aware of Dukes India brand?
 Yes
 No
 Maybe
14) Have you ever tried Dukes products?
 Yes
 No
 Maybe

Section 2 of Questionnaire for Dukes products

1) Which products of Dukes have you tried?

 Biscuits
 Nibbles
 Waffy
 Chocolates
 Waffy Rolls
2) Rate your likeliness for Dukes products? (Likert Scale)
3) How easily Dukes products are available in the market?
 Very easily available
 On some stores
 Sometimes found
 Not available in my area
 Never seen

Page | 36
 Bibliography:

1. Peter-J.Jost(2014), “How to protect your premium product from low-price competitors:

Price, quality, or portfolio adjustment?”, Intern. J. of Research in Marketing.

2. Fabio Caldieraro, Ling-Jing Kao, & Marcus Cunha Jr. (2015),” Harmful Upward Line
Extensions: Can the Launch of Premium Products Result in Competitive is
advantages?”, Journal of Marketing.

3. Johan Anselmsson Niklas Vestman Bondesson Ulf Johansson, (2014),"Brand image

and customers' willingness to pay a price premium for food brands", Journal of Product
& Brand Management.

4. Juho Hamari, Nicolai Hanner, Jonna Koivist (2003), “Service quality explains why
people use freemium services but not if they go premium: An empirical study in free-
to-play games”, International Journal of Information Management.

5. Philip Kotler and Kevin Lane Keller (2018), “Concepts of Sales and Marketing and
other important processes”, Marketing Management (15th Edition) Pearson India
Education Pvt. Ltd.

6. http://www.fnbnews.com/Bakery-Biscuits/indian-biscuit-market-projected-to-reach-
725-billionin-next-four-years-42107

7. https://www.financialexpress.com/lifestyle/indian-candyland-a-market-of-
riches/1157023/

8. https://dukesindia.com/

9. https://www.mordorintelligence.com/industry-reports/india-chocolate-market

10. https://www.mbarendezvous.com/general-awareness/biscuit-industry-in-india/

Page | 37