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Summer Internship Project

On

“Consumer Behavior towards Dukes Product”

Submitted in partial fulfilment of the requirements for the


Two Year Full Time Post Graduate Diploma in Management

By: Under the guidance of


Student Name: Faculty Mentor
Preeti Singh Prof. Durba Roy
Enrolment No: 2018104 Industry Mentor
Batch: 2018-20 Mr. Sumit Garg
(Regional Sales Manager)

[1]
CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of my
knowledge and belief, it reproduces no material previously published or written that has been
accepted for the award of any other degree of diploma, except where due acknowledgement has
been made in the text.

Preeti Singh

Enrolments No: - 2018104

Date:-

[2]
(On Organization Letterhead)

Date: ………….

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Ms. Preeti Singh is student of Institute of Technology and Science, PGDM
Batch 2018-20 has successfully completed his summer internship under the guidance of Mr. Sumit
Garg for duration of eight weeks, from 2nd May, 2019 to 22nd June, 2019.

During his/her tenure with us, we found him/her ……………………….. We wish

him/ her all the very best for future endeavours.

Signature
Name
Designation

Organization seal

[3]
CERTIFICATE

Annexure C

This is to certify that Ms. Preeti Singh PGDM (2018-20 Batch) a student of Institute
of Technology and Science has undertaken the project on “Consumer behavior
towards Dukes’products.”. The project has been carried out by the student in partial
fulfilment of the requirements for the award of PGDM, under my guidance and
supervision.

I am satisfied with the work of Ms. Preeti Singh.

Date:

Faculty Mentor’s Name:


Prof. Durba Roy

(Signature)

[4]
Preface

This Project Report has been created as an outcome of the Summer Internship Program (SIP)
that I did at Dukes The SIP was intended to provide me with an exposure to the real industry.
Eventually I was exposed to the real market scenario and got the opportunity to work with the
sale persons of different areas and with the ASM of the organization. And also got the
opportunity to work in General Trade where I got a chance to explore and learns more about the
market, the proceedings, the challenges and the opportunities.

My Project was titled as “Consumer behavior towards Dukes’ products.” The basic theory
was to explore the market of all over Ghaziabad to find out the behavior of consumer regarding
Dukes’product.

The project has helped me understand the market, the distribution channel, competition,
importance of branding, selling.

Ghaziabad

[5]
ACKNOWLEDGEMENT
A successful completion of job is based upon the chain of factors combining together to
make an integral outcome. The cooperation of the factors mixed with sincere effort can lead
to best performance. My project is also no exception to this. So it becomes necessary to
mention this before I start writing the study report.

I take this opportunity to express my deep sense of gratitude to all those who have
contributed significantly by sharing their knowledge and experience in the completion of
this project work and whose cooperation the achievement would have remained a distant
dream. It is not a mere formality to place on record the tireless efforts, ceaseless
cooperation, constant guidance and encouragement of the people closely associated with
the assignment but a distinct necessity for the authenticity and credibility of the project .

I am thankful to DUKES. for giving me the platform to do my summer internship program


with them. The management theories learnt in a year is brought to practice. I tried to make
best use of this opportunity. The work bears the imprint of many persons under whom I did
my training. I would like to express my deep sense of gratitude.

To Prof. Durba Roy, Faculty Mentor(Faculty Of Institute of Technology & Science) for not
only being a mentor but also for his support and guidance in the course of my project and
its completion.

To Mr. Sumit Garg(Company Mentor) for keeping his the continuous track of my work and
performance and guiding me on my project and teaching me many new things. He also
provides me an opportunity to work on this project in their organization.

Last but not the least, our wholehearted thanks goes to the distributors and
wholesalers and retailers with whom we interacted and all those people who directly
or indirectly helped us without this I would not have been able to complete it
successfully.

Preeti Singh
PGDM 2018-20
Enrollment No- 2018104

[6]
Table of Contents

Description Page no.


Executive summary 8
Introduction: Industry Overview 9
Biscuits Industry in India 10-11
Company Profile: Parle Overview 12-14
Vision and Mission Statements 15
Global Presence of Parle 16-17
Position strategy of Parle 18-19
SWOT Analysis 20-21
Parle Performance Analysis 22
Major Competitors of Parle Products 23-25
CSR: Parle Products 26-27
Rewards & Accolades 28
Parle Platina:Overview 29-31
Vision and Mission of Parle Platina 32
Parle Platina Brand Collections 33-40
SKU Portfolio of Parle Platina 41-43
S.W.O.T. analysis of Platina 44
B.C.G. Matrix 45-46
Competitors of Platina Brands 47-48
Platina Objective for Outlets 49
Background & Literature Review 50-52
Problem Definition 53
Research Methodology 54-55
Calculation of Market Penetration 56-59
Data Interpretation & Analysis 60-64
Customer Response-II for Market Salience 65-66
List of New Outlets Added 67
Limitations 68
Findings 69
Recommendations 70
Bibliography 71
Appendix & Platina DSR 72-74

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Executive Summary
The project report has been prepared with a specific purpose in mind. The project titled
“Consumer behavior towards Dukes’ products.”. It outlines the history and current scenario
of the Dukes’ products. company globally and locally.

The report contains a brief introduction of Dukes Products company and detailed view of the
company which have been undertaken to analyze the market of Dukes Products with the proper
SWOT analysis of both Dukes Products & of Waffy and its position strategy in the market with
the competitor’s strategy to identify areas of potential growt.

The main objectives of this project report are as follows:

 To find out salience of Dukes Products.


 To measure the consumer preference over “Parle Products” versus competitors in
premium category.

 Suggest measures to improve market share.

The project has been undertaken through the Training Program at different distributor point.

The main focus was Dukes products to make aware about Dukes brands to the retailers
and wholesalers and also to the consumers.

This project provides the knowledge and information about how the inventory is managed and also
the study of the entire department working in co-ordination with each other simple to achieve the
organization common goal.

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Introduction
Industry Overview

Fast Moving Consumer Goods (FMCG) Industry in India is one of the fastest developing sectors
in the Indian economy. At present the FMCG Industry is worth US$ 13.1 billion and it is the 4th
largest in the Indian Economy. These products have very fast turnaround rate, i.e. the time from
production to the revenue from the sell of the product is very less. In the present economic
scenario, time is regarded as money, so the FMCG companies have to be very fast in
manufacturing and supplying these goods.
Fast Moving Consumer Goods (FMCG) which covers everything from food and drink products
to household goods such as toothpaste, washing powder ,cosmetics, toiletries, glassware,
batteries, bulbs, pharmaceuticals, packaged food products, white goods, house care products,
plastic goods, consumer non durables and over-the-counter medicine. They also tend to be high
volume, low cost items.
The Indian fast-moving consumer goods (FMCG) companies have performed better than their
multinational peers as the combined revenue of country's seven leading FMCG companies stood
at US$ 11.1 billion in FY 2015-16, as compared with US$ 9.4 billion revenue generated by
select seven Multinational Companies (MNCs). The FMCG sector has grown at an annual
average of about 11 per cent over the last decade. The overall FMCG market is expected to
increase at (CAGR) of 14.7 per cent to touch US$ 110.4 billion during 2012-2020, with the rural
FMCG market anticipated to increase at a CAGR of 17.7 per cent to reach US$ 100 billion
during 2012-2025.Food products is the leading segment, accounting for 43 per cent of the overall
market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market
share. The market size of FMCG in India is estimated to grow from US$ 30 billion in 2011 to
US$ 74 billion in 2018.

The FMCG market is highly concentrated in the urban areas as the rise in the income of the
middle-income group is one of the major factors for the growth of the Indian FMCG market. The
penetration in the rural areas in India is not high as yet and the opportunity of growth in these
areas is huge by means of enhanced penetration in to the rural market and conducting awareness
programs in these areas. The scopes for the growth of the FMCG industry are high as the per
capita consumption of the FMCG products in India is low in comparison to the other developed
countries. The manufacturing of the FMCG goods is concentrated in the western and southern
belt of the country. There are other pockets of FMCG manufacturing hubs.
Food products are the leading segment, accounting for 43 per cent of the overall market.
Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market
share. Growing awareness, easier access, and changing lifestyles have been the key growth
drivers for the sector.

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INDUSTRY PROFILE
Biscuits are categorized as impulse buying product in the market. Biscuits are being consumed by all sectors of
the society across the urban and rural markets in almost all parts of the country. In India, biscuits are being
manufactured both in organized and unorganized sectors. India is the world’s second largest biscuit manufacturing
country – more than Rs.3000 crore biscuit industries. China is the global market leader in biscuit industry and
makes 1.2 million tonnes of biscuits per annum. But what makes India a delicious proposition is that, despite these
huge volumes, the percapita consumption of biscuits in India is about 1.2 kg, compared to more than 12 kg in
developed countries. In just last few years, the biscuit business has expanded dramatically with the entry of several
multinational players. Measured by the number of companies, there should be a significant decline in industry
concentration perhaps more than half, however just as it was before the entry of the multinational players. Parle
and Britannia still hold over Indians branded biscuits business segment. Department of MBA,BITS ,KMM 48
BRAND AWARENESS “The organized sector may soon overtake the unorganized sector in volumes”. The recent
studies on biscuit industry tells us the organized sector produces 5 lakhs tonnes per annum, while the unorganized
sector accounts for another 7 lakhs tonnes. In last few years PROTECH has conducted studies on biscuit industry,
and as per the studies the organized sector is growing at 14% annually, where as the unorganized sector’s growth
has slowed down at 8%.form Britannia, Parle, Dukes, Nutrine, Rose etc., are the major players in biscuit industry
in Hyderabad. Britannia is the market leader with high market share followed by Parle and Dukes. Dukes with its
wide range of products and with strict quality control, it is continuously improving in India for last few years.
Competition form unorganized sectors is totally uncontrollable. There is a fierce competition in this industry.
Major players in the biscuit industry have established their brands with a definite market share. On average, the
industry spends 5 to 10 percent on advertisements in the media, sponsoring sports and games participation in
exhibitions as part of their volume/brand building exercise. The biscuit industry is providing employment to
thousands of people directly and lakhs indirectly and contributing their share to the government in the form of
taxes.

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HISTORY OF BISCUITS

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits,but do they know how
biscuits began?
The history of biscuits can be traced back to a recipe created by the Roman chef Apicius,in which "a thick paste
of fine wheat flour was boiled and spread out on a plate. When ithad dried and hardened it was cut up and then
fried until crisp, then served with honeyand pepper."The word 'Biscuit' is derived from the Latin words 'Bis'
(meaning 'twice') and 'Coctus'(meaning cooked or baked). The word 'Biscotti' is also the generic term for
cookies inItalian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store.As people started to explore the globe, biscuits became the ideal travelling food
sincethey stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were
sealed in airtight containers to last for months at a time. Hardtrack biscuits (earliest version of the biscotti and
present-day crackers) were part of thestaple diet of English and American sailors for many centuries. In fact, the
countrieswhich led this seafaring charge, such as those in Western Europe, are the ones wherebiscuits are most
popular even today. Biscotti is said to have been a favorite of Christopher Columbus who discovered
America!Making good biscuits is quite an art, and history bears testimony to that. During the 17thand 18th
Centuries in Europe, baking was a carefully controlled profession, managedthrough a series of 'guilds' or
professional associations. To become a baker, one had tocomplete years of apprenticeship - working through the
ranks of apprentice, journeyman,and finally master baker. Not only this, the amount and quality of biscuits
baked werealso carefully monitored.The English, Scotch and Dutch immigrants originally brought the first
cookies to theUnited States and they were called teacakes. They were often flavored with nothingmore than the
finest butter, sometimes with the addition of a few drops of rose water.Cookies in America were also called by
such names as "jumbles", "plunkets" and "cry babies".As technology improved during the Industrial Revolution
in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda,
becameavailable and a profusion of cookie recipes occurred. This led to the development of manufactured
cookies.Interestingly, as time has passed and despite more varieties becoming available, theessential ingredients
of biscuits haven't changed - like 'soft' wheat flour (which containsless protein than the flour used to bake bread)
sugar, and fats, such as butter and oil.Today, though they are known by different names the world over, people
agree on onething - nothing beats the biscuit!
Some interesting facts on the origin of other forms of biscuits:
The recipe for oval shaped cookies (that are also known as boudoir biscuits, spongebiscuits, sponge fingers,
Naples biscuits and Savoy biscuits) has changed little in 900years and dates back to the house of Savoy in the
11th century France. Peter the Greatof Russia seems to have enjoyed an oval-shaped cookie called "lady
fingers" whenvisiting Louis XV of France.The macaroon - a small round cookie with crisp crust and a soft
interior - seems to haveoriginated in an Italian monastery in 1792 during the French Revolution.SPRING-uhr-
lee, have been traditional Christmas cookies in Austria and Bavaria for centuries. They are made from a simple
egg, flour and sugar dough and are usuallyrectangular in shape. These cookies are made with a leavening agent

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called ammoniumcarbonate and baking ammonia.The inspiration for fortune cookies dates back to the 12th and
13th Centuries, whenChinese soldiers slipped rice paper messages into moon cakes to help co-ordinate
their defence against Mongolian invaders.

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COMPANY PROFILE

RAVI FOODS PVT. LTD., was started in a modest way in the year 1995 in Hyderabad. Today it is multi
product conglomerate with a turnover in excess of Rs.35 crores. RAVI FOODS PVT. LTD., is literally cracking
with energy as it is manufacturing a wide variety of biscuits, wafers and confectionary under the brand name
“DUKES”. It is an ISO 9001, Hyderabad based company. Currently, it manufactures 5,100 tonnes of biscuits,
900 tonnes of confectionary, 300 tonnes of cream filled wafer and tonnes of choco based products every year.
The company is equipped with the latest and sophisticated imported machinery that minimize the human
handling, thus ensuring quality maintenance of the products, at every state of production and packaging. One of
its kind and most modern cream filled wafers manufacturing plant has been imported from Germany and
installed for high quality production.

LOCATIONAL ADVANTAGE
The factory is located on the national highway-7 on the Bangalore route in Hyderabad. The transportation of
raw material and finished goods is very convenient through different modes.

VISION OF RAVI FOODS


It is our endeavor to bring you rich, nutritious and quality products by
enhancing and upgrading the technology constantly. We firmly believe that
doing our job earnestly is the best service we can render our nation.

MISSION
Every idea, innovation and endeavour at Dukes is driven by a mission to achieve excellence in customer
satisfaction. For us, “Customer is King” and the feat of ensuring a royal treat for each customer's taste buds is
sacrosanct. This is achieved through a wide variety of quality products that promise consistency of taste and
flavour. Teamwork forms the cornerstone of our business, continually steering us towards realising our vision of
enhancing growth, amplifying visibility and improving market presence.

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GROWTH AND PERFORMANCE
Any great journey starts with a small step. This has been the case with Ravi
foods. It is started off in a modest way ten years ago; gradually it has grown to
international stature. Expansion is sign of growth, the company set up other concern
units at various locations to cater to the ever growing demand at a competitive price.
The company is equipped with the latest and sophisticated Imported
machinery that minimize the human handling, thus ensuring quality maintenance of
the products, at every state of production and packaging. Further more, the R&D lab;
warehousing and storing facility meet the international standards.
One of its kind and most modern cream filled wafers manufacturing plant has
been imported from Germany and installed here for high quality production. With
this the company image is growing day by day in Biscuits and confectionary
industry. ‘DUKES’ becomes mark of quality to the customers.
Ravi foods understand the importance of maintaining the ecological balance.
So, Ravi foods function with in the reasonable limits of anti pollution norms.

PRODUCTION TEAM:
A team of highly experienced and technically qualified professionals run the
plant. The production team led by skilled and experienced Bakery technologists who
had worked with renowned food processing houses of international repute. They are
responsible for the highly motivated and quality conscious team of production and
R&D unit.

MARKETING TEAM:
The distribution and marketing network is equally strong and complements the
production team. The credit for the popularity and availability of DUKES even in
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interior towns goes to the enterprising marketing team of the company.
More than 50 varieties of Biscuits, wafers and confectionary make the
DUKES product mix and marketing strength. Being an ISO-9001 certified company,
DUKES has always stood to meet the customers changing needs with a special
emphasis on quality choice and cost benefits

DISTRIBUTION:

Ravi foods pvt. Ltd., has a nation wide market with its three level distribution
network.The distribution channel of Ravi foods private limited is

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PRODUCT LINE OF DUKES

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ORGANIZATION STRUCTURE
The marketing team of DUKES is strong and complements to the production team. The credit for the popularity
of DUKES even in interior cities goes to the enterprising marketing team of the company.
The marketing department structure is

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MAJOR COMPETITORS OF DUKES PRODUCTS
The major competitors of Dukes products is Britannia, ITC, Priya Gold, Cadburry, Unibic, Mcvities, Anmol
,Pantanjali, Parle and others local brand.
1) Britannia:
Today, Britannia is a leading food company in India with over Rs. 8500 crores in revenue, delivering products
in over 5 categories through 4.2 million retail outlets to more than half the Indian population. Our core emphasis
across portfolios is on healthy, fresh and delicious food and we are the First Zero Trans-fat Company in India.
50% of our product portfolio is enriched with micro-nutrients. Our products are also delivered through the
Britannia Nutrition Foundation to combat malnutrition among underprivileged children. The company's
factories have an annual capacity of 433,000 tonnes. The brand names of biscuits
include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50 50, Treat, Pure Magic, Milk Bikis, Good
Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and many more.
2) ITC:
In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream
Biscuits. Sunfeast's brand essence connotes happiness, contentment, satisfaction and pleasure. In a span of 9
years, Sunfeast has well-established presence in almost all categories of biscuits and is also a key player in the
pasta and instant noodles segments. Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at
the premium end. High quality married with exciting innovations has helped drive this category. Dark Fantasy
Choco Fills has wowed the Indian consumer with its innovative centre-filled format and high-quality packaging.
In addition, the launch of the Dream Cream range of biscuits in two exciting and innovative dual cream formats
further reinforces ITCs commitment to continuously delight the consumer.
3) Priya Gold:
Surya Food & Agro Ltd. was incorporated in November 1992 and commenced its commercial operations of
manufacturing & selling of biscuits under brand “Priyagold” in October 1993. Over a period, we have
established strong manufacturing capabilities and have invested substantially in developing consumer
preference for our products.
trademarks / brands “Haq Se Maango” & “Priyagold” have emerged as one of the most powerful brands in the
FMCG sector. They are committed to invest in brands, manufacturing capabilities, deliverables and distribution
strength.

4) Cadbury:
Mondelez India Foods Private Ltd. (formerly Cadbury India Ltd.) is a part of Mondelez International and is in
the business of creating delicious moments of joy. It operates in five categories – chocolate, beverages, biscuits
and gums & candy and has been a category leader since its inception in India for over six decades. Cadbury
Dairy Milk, CDM Silk, Celebrations, Bournville, 5Star, Perk, Gems, Glow and Toblerone are brands available
in India under the chocolate category. The beverage portfolio consists of Bournvita and Tang. Oreo is a part of
its biscuit portfolio, while Gums & Candies consists of Halls and Choclairs. Bournvita Biscuits is the

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company’s second brand in the biscuits category after Oreo, which was launched in 2011. With this Mondelez
India expands its category footprint from creams to cookies. Bournvita Biscuits with its ProHEALTH
Vitamins™ and signature chocolatey taste will offer a perfect balance for the morning snacking occasion.
5) Unibic:
For the last ten years, the bakers at UNIBIC have been baking perfect, crunchy and delightful cookies. Cookies
are made with the best ingredients and mixed with select fruits, nuts spices to create a range over 20 flavours
that will delight your taste buds. Whether you want to indulge your senses with chocolate, love butter and
cashew, want a savoury snack to go with your tea or even want to go sugar free, Unibic make perfect cookies
for every want. We started selling cookies in India with two iconic flavours, – Anzac Oatmeal Cookies and
Bradman Chocochip Cookies – a legacy of our connection with Australia. We soon created many more flavours
and today we offer a Bicalicious range of over 20 different cookies. Scroll down to choose your favourite
flavour from chocolate, milk, fruit & nut, honey oatmeal, multigrain, cashew, pista-badam, butter, oatmeal,
chilli, sugarfree, sugarfree cream cookies, special cookies for gifting and many more.
6) McVities:
McVitie's is a British snack food brand owned by United Biscuits. The name derives from the original Scottish
biscuit maker, McVitie & Price, Ltd., established in 1830 on Rose Street in Edinburgh, Scotland. The company
moved to various sites in the city before completing the St. Andrews Biscuit Works factory on Robertson
Avenue in
the Gorgie district in 1888. The first major biscuit was the McVitie's Digestive, the first ever digestive biscuit,
created by young new employee Alexander Grant in 1892. The
biscuit was given its name because it was thought that its high baking soda content served as an aid to food
digestion.
7) Pantanjali:
The Patanjali Ayurved Limited is an Indian FMCG company. Manufacturing units and headquarters are located
in the industrial area of Haridwar while the registered office is located at Delhi. The company manufactures
mineral and herbal products.
Baba Ramdev established the Patanjali Ayurved Limited in 2006 along with Acharya Balkrishna with the
objective of establishing science of Ayurveda in accordance and coordination with the latest technology and
ancient wisdom. Patanjali Biscuits and
Cookies products Choco Delite, Elaichi Delite, Nutty, Orange Biscuits, Marie and Doodh Biscuits etc.

8) Parle
Founded in 1929, Parle Products Pvt. Ltd ranks among the top biscuit brands in India. The company has 7
manufacturing units of its own and 51 manufacturing units on contract. Accounting for about 30-35% of market
share in the biscuit industry this company is famous for brands like Parle – G, Krackjack, Hide & Seek Milano,
Hide and Seek, Magix and Monaco

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Parle has been one of the leading biscuit brands in India for the last 8 decades. Parle-G is reputed to enjoy the
most sales among all biscuit brands in the world. Its biscuits offer a fantastic combination of quality, taste, and
nutrition. Parle biscuits are available even in faraway villages.

At present the company has a 40 percent share of the Indian market for biscuits and is a multi-million dollar
organization.

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SWOT ANALYSIS

Strengths
 Unique crispy taste along with quality ingredients such as dough conditioners
 Varied type of products
 Offer a complete range of biscuits, which are cookies and cream biscuits.
 Export to USA, Africa, UK, Australia and Japan .

Weaknesses
 Over dependency on the waffy business
 Low visibility and brand recall in retail stores
 Market share is limited due to many competitors
 Little differentiation

Opportunities
 Untapped markets
 Tie ups with schools and hospitality segment to increase sale
 Large domestic market
 Threats
 Competition in the market
 Buyers power
 Local bakery products

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Dukes Porter Five Forces Analysis

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MARKTING MIX
Product:
The product strategy and mix in Parle marketing strategy can be explained as follows:
Dukes brand is one of the most recognized biscuit manufacturing company in India. Though famous for Dukes
Waffy, Dukes products offer various options in other segments and even in the biscuit category. It offers many
other products like Crème 4 Fun, Bourbon, Kukkies, Merry Milk, Nice, Marie, Spicee, See Saw, Salt Kiss. In
the confectionery, it offers products like Americano, Dots, Milk Blast,Cocolate, Truffel, Rolli Polli Eclairs
whereas in the Wafer segment it provides Waffy, Waffy Roll.
Price:
Below is the pricing strategy in Dukes marketing strategy:
Dukes has followed a low-cost strategy in order to establish a market position. This is the backbone pricing
strategy of the Dukes brand as a part of its marketing mix. The low price of the Dukes products along with the
promise of high quality helps in fighting the competitors. Though Dukes believes in focusing on quality, it still
has been able to manage low cost due to the high volumes of production. It comes in base pack of Rs 5 for
biscuits whereas the toffees range from 1 to 2 rupees. .

Place:
Following is the distribution strategy of Dukes:
Dukes products are widely available across all geographies across India. With a presence of very strong
distribution network, Dukes has been able to reach over 6 million retailers all over India. Dukes has over 23
manufacturing units which caters to over 1500 wholesalers. Apart from that, there are depot agents which
further help in expanding the distribution network.

Promotion:
The promotional and advertising strategy in the Dukes marketing strategy is as follows:
Dukes brand uses media like, print, online ads etc as a part of its marketing mix promotion & marketing
strategy. Dukes brand has always been associated with positive emotions and has incorporated qualities like
sharing and caring. All other products of the company are also promoted extensively with innovative marketing
campaigns. Dukes has actively been involved in print and press media.

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Emerning Trends In FMCG Sector

2018 is shaping up to be a year of contradictions in the fast-moving consumer goods (FMCG) market. Healthy
junk food is emerging as a snack food trend, but consumers are also re-discovering indulgence via a counter-
trend called sweet revenge that celebrates all that is sweet according to GlobalData, a leading data and analytics
company. These are two of ten new trends that the company expects to influence packaged goods innovation
and marketing in 2018.
Tom Vierhile, Innovation Insights Director at GlobalData, commented, ‘‘Navigating choppy FMCG markets in
2018 could be dicey as a year of contradictions takes shape. We see friction-free shopping and the extreme
convenience it provides gaining ground over the next 12 months. But do-it-yourself products that allow one to
proclaim “I made it” are also trending, and go in the opposite direction. Tradition will be honored with new
products that cheer regional pride, but tradition will also be upended with new gender-bending beauty products
and taboo-tackling personal care products.’’
Here are 10 trends to watch out for fast-moving consumer goods in 2018:
1. Sugar revenge. Sugar has been trending as the top health villain for a while, but signs are emerging that not
everyone is taking this view as some food and beverage makers are celebrating sugar with super-indulgent
frozen novelties, beverages, and desserts. This is happening in categories like premium chocolate where Nestlé
is launching a new line of Swiss chocolate bars in the UK with its Les Recettes De L’Atelier range. Celebrating
sugar instead of apologizing for it may be an early sign of “better for you” fatigue. If so, we could see more
“dirty label” (instead of “clean label”) product launches in 2018 that flout current health trends and celebrate
indulgence.
2. “I made it.” Nothing tastes as good, looks as good, or works as well as a product you helped create. The “I
made it” trend celebrates this sentiment and taps a growing consumer desire for control, self-sufficiency,
personalization, and transparency. According to a Q3 2016 survey by GlobalData, a majority of consumers
globally – 60% – say they find the concept of products they helped create to be appealing. FMCG manufacturers
will be looking to find new ways to allow consumers to put a personal stamp on the products they use and
enjoy. Very much on-trend is new Urban Decay Drop Shot, a mix in facial oil that allows the consumer to tweak
their own makeup products.
3. Tackling taboos. Personal issues like sexual health, menopause, pregnancy, and gender-related hygiene
issues that used to be whispered about are now going public, fueling new product innovation. Social media has
played a part in making personal issues public. This is paving the way for products that address formerly taboo
subjects, like the VMagic “feminine lips stick” which addresses vulvar discomfort. The world’s first anti-viral
condom (Ansell Lifestyles Dual Protect) that provides extra protection against sexually transmitted infections
like HPV is another example.
4. Make it regional. FMCG companies are increasingly appealing to consumers by launching products with
regional provenance thorough flavors, ingredients, recipes, and more. Though consumers may express a
preference for local ingredients and flavors, local is difficult for big brands to achieve. As an alternative, big
[24]
brands are connecting with consumers by using regional flavors and ingredients that tap into regional and home
country pride. Japan’s Kirin Brewery has harnessed this trend in their product portfolio by offering 47 varieties
of its Ichiban Shibori beer, one for each of Japan’s 47 prefectures.

5. Healthy junk food. Snacks considered to be junk food are getting a healthy makeover with “better for you”
ingredients. Snack makers are using ingredients perceived as being “better for you” as a virtue-signaling
mechanism to induce health-conscious consumers to try snacks that may have previously been off limits for
health and nutrition reasons. Healthful ingredients like avocado and coconut oil along with plant-based proteins
are changing the face of so-called ‘junk food’. Novel ingredients like jackfruit and moringa are also finding
their way into junk food, which are challenging consumer perceptions. Look for innovators to disrupt popular,

[25]
but nutrition-challenged sectors like puffed snacks with products like Vedic Brands Lily Puffs which is part of a
wave of healthful puffed snacks made from the seeds of an Asian water lily plant.
6. Gender-bending beauty. Changing views toward gender identity are impacting the beauty market by
blurring the lines between female and male beauty. The blurring of these traditional binary gender identities is
opening the door for concepts like genderless beauty and other crossover innovation. The first makeup stores for
men will make an appearance this year like MMUK Man’s new brick-and-mortar store in the UK together with
fragrances that are appropriate for all genders and other game-changing developments.
7. Magic bubbles. Healthful drink makers are adding carbonation to their products in order to steal sales from
traditional carbonated soft drinks (CSDs) that are often perceived by consumers to be unhealthy. Coconut water,
ready-to-drink tea, cold-brew coffee, and fruit juice are among a number of packaged beverage variants that are
adding carbonation to offer consumers a choice to traditional carbonated soft drinks. Beverage giant PepsiCo,
for instance, is placing a big bet on calorie-free sparkling water with the US launch of Bubly in February.
8. Friction-free shopping. Friction-free shopping is all about making the buying process as convenient (and in
some cases as automatic) as possible. Advancements like the promise of cashier-less stores (Amazon Go, just
opened to the public in January) and Amazon’s Alexa voice assistant are removing friction from FMCG
shopping while establishing new purchase and shopping behaviors. Some appliances like General Electric’s new
Wi-Fi connected clothes dryer with Dash Replenishment reordering capability can even order their own
supplies, an FMCG game changer.
9. Plant-power beyond food/drink. Plant-based ingredients are changing food and beverage markets, but the
plant revolution is spreading beyond food and drink. Plant-based ingredients and formulations are beginning to
change personal care and household product markets. FMCG non-food makers are turning to plant-based
ingredients to create products seen as more sustainable and less likely to cause harm from harsh chemicals.
According to GlobalData’s Q1 2017 consumer survey, global consumers are especially bullish about their
preference for ingredients like natural and essential oils for personal care products, and vinegar for household
products. That means we’ll be seeing more launches like Unilever’s new Love Beauty and Planet hair and body
personal care line with plant ingredients like coconut oil and ethically-sourced essential oils.
10. Declaring war on plastic. Solid waste and pollution issues are catching up with plastic, so much so that
2018 could mark the beginning of a “war on plastic.” Packaged goods makers are beginning to move away from
traditional plastic packaging, and toward sustainable options like sugarcane “plastic” tubes as well as bowls
made from plant fibers. But the “war on plastic” is about more than just packaging; growing concern over the
presence of microplastics in the oceans land water eco systems is casting the long term viability of personal care
ingredients like microbeads and glitter into question. Look for beverage makers to respond to the trend, as
Nestle Waters North America is doing in February with the launch of Nestlé Pure Life purified water in new
bottles made from 100 percent food grade recycled plastic (rPET)

[26]
WAFFY
Crispy and crunchy wafers for moments of lightness and laughter. Take pleasure in between the thin layers of
cream. Maximise the magic with Waffy’s flavourful range of chocolate, orange, vanilla, strawberry, pineapple,
mango, butter and cheese.

AVAILABLE SIZES 18g 40g 75g 150g

MRP Rs.5 Rs.10 Rs.45 Rs.60

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WAFFY ROLL
Wafery crunch and velvety texture rolled into a striped wonder of creamy delicacy. Rock your taste buds with
Waffy Roll’s two flavourful variants – chocolate and strawberry. Open up and let the world swirl along.

AVAILABLE SIZES 15g 150g 250g 300g

MRP Rs.120 Rs.50 Rs.150 Rs.250

[28]
SWOT ANALYSIS OF WAFFY

1.Strong distribution in North America and Australia


2.Products have no preservatives
3.Products require no refrigeration
4.Great taste and high shelf life
Strengths 5.Products includes rices, main course and sauces

1.Less brand awareness and low advertising in domestic market


2.Domestic customers include only quick service restaurants and
Weaknesses corporate customers

1.Indian market in packaged food is growing at a brisk pace


2.Opportunity to act as substitute for people who don’t want to go to
restaurants
Opportunities 3. Tie up with hotel chains and restaurants

1.Less barriers to entry


2. Growing Presence of strong competitors
Threats 3. Unfavorable govt policies and economic conditions

[29]
COMPETITOR OF WAFFY

S.No. Competitors Brands Dukes’Competitors

1. Treat crème wafer Britannia

2. Fantastik ITC

3. Kikker Priyagold

4. Snicker Mars

5. Tasty Treat Future Consumer Ltd.

[30]
Literature Review

CONSUMER BUYING BEHAVIOR


Understanding the buying behavior of the target market is the essential task of marketing management under
marketing concept. The consumer market consistsof all the individuals and households who buy or acquire good
and services for personal consumptions. The buying behavior tries to find out the answers for thequestions, who
buys? How do they buy? Where do they buy? Do they buy?

(A)FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR


There are four major factors that influence the buying behavior such as culturalfactors, social factors, personal
factors, and psychological factors.

1) CULTURAL FACTORS:
Culture is the most fundamental determinant of aperson wants and behavior. Values, perceptions, preferences,
andbehavior are the main variable under culture of an individual. Each culturecontains sub-culture like
nationality, religious group, geographical area,and linguistic divisions etc.

2) SOCIAL FACTORS:
A consumer behavior is also influenced by socialfactors such as the consumer reference group family and social
roles andstatus.

3) PERSONAL FACTORS:
A buyer decision is also influenced by his or personal characteristics, notably the buyers age, lifestyle,
occupation,economic circumstances etc.

4) PSYCHOLOGICAL FACTORS:
a person buying choice is also influenced by four major psychological factors such as motivation, perception,
learning belief andattitudes.

[31]
(B) BUYING DECISION PROCESS
It includes buying roles, types of buying and steps in buying process.

I.BUYING ROLE
The buying role could be classified into four parts. These are initiator, influencer,decider and buyer.

II. TYPES OF BUYING BEHAVIOR


Consumer decision taking varies with the type of buying decision. There are four types buying behavior such as
Complex buying behavior, Habitual buyingbehavior, Variety seeking buying behavior.

III. STAGES IN BUYING DECISION PROCESS


Here are five stages in buying decision process namely problem recognitionsearch, evaluation of alternatives
purchase decision and past purchase behavior.
[32]
i) NEED RECOGNITION
The buying process starts with the buyer’s recognition of a problem of need. Thebuyer senses a difference
between his actual state and desired states.

ii) INFORMATION SEARCH


There are different sources from where a consumer can gather information likepersonal sources commercial
sources, experimental sources.

iii) EVALUATION OF ALTERNATIVES


After gathering information about different products the customer will be in a fussas to choose which product
among the mainly alternatives consumer usuallyevaluate the alternatives on traditional basis, on the basis of
utility function etc.from the many alternative consumers at last choose the best one for him.

iv) PURCHASE DECISION


A consumer who decides to execute purchase intention will be making up to fivepurchase decisions
.

v) POST PURCHASE BEHAVIOR


After purchasing the product and services the consumer will experience somelevel of satisfaction or
dissatisfaction with the product and services that willinfluence subsequent behavior. If consumer is satisfied he
may show theprobability of buying the product the next time, satisfied customer will say goodthing about the
product, proving the statement that "satisfied customer is the bestadvertisement.” A dissatisfied customer may
take some action against it. Theymay try to reduce the dissonance by abandoning returning the
product.Understanding consumer needs and buying process is the foundation of anycompany. By understanding
how buyers go through problem recognition,information search evaluation of alternatives, the purchase decision
and post purchase behavior marketers can pick up many clues as to how to meet buyers need.

[33]
Marketing
Marketing is a societal process by which individuals and groups obtain what theyneed and want through
creating, offering and freely exchanging products andservices of value with others or other wise it is the process
of planning andexecuting the conception, pricing, promotion and distribution of ideas, goods,services to create
exchanges that satisfy individual and organizational goals.

Marketing Strategy
Marketing strategy is a set of objectives, policies and rules that leads thecompany's marketing efforts. It is the
marketing approach to accomplish thebread objective of the marketing approach to accomplish the bread
objective of the marketing plan. The various process of marketing strategy are given below.
1.Selecting largest markets segmentation
2.Positioning
3.Product
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4.Price
5.Place
6.Promotion
7.Research and development
8.Marketing research

1. Market segmentation and selecting target market


It is an effort to increase a company's precision marketing. The starting point of any segmentation discussion is
mass marketing. In mass marketing, the seller engaged in the mass production, mass distribution and mass
promotion of oneproduct for all buyers. Market segment consists of a large identifiable groupwithin a market
with similar wants, purchasing power geographical location,buying attitudes or buying habita. It is an approach
midway between massmarketing and individual marketing. Through this the choice of distributionchannels, and
communicaton channels become much easier. The researcherstry to form segments by looking at consumer
characteristics; geographic,demographic, and psychographic. After segmenting the market then targetmarket
selected.

2. Positioning:-
The positioning is a creative exercise donw with an existingproduct. the well known products generally hold a
distinctive position inconsumer's minds. The positioning requires that every tangible aspect of product,price,
place and promotion must support the chosen positioning strategy.Company should develop a unique selling
proposition (USP) for each brand andstick to it, PPL consistently promotes its DAP fertilizer by Higher yield at
lower cost. As companies increase the number of claims for their brand, they riskdisbelief and a loss of clear
positioning. In general a company must avoid four major positioning errors. Those are under positioning over
positioning, confusedpositioning and doubtful positioning.

3. Product:-
A product is any offering that can satisfy a need or want. The major types of basic offerings are goods, services,
experiences, events, places,properties, organizations, information and ideas. The company gives
moreimportance in quality, packaging, services etc. to satisfy the customers. Theproducts has it's life cycle. The
product strategies are modified in different stagesof product life cycle.

[35]
4. Price:-
It is the most important aspect in company's point of view. Price of theproduct will be decided by the company
according to the competitor's price.

5. Place:-
This plays a major role in the entire marketing system. the companyemphasis on it's distribution network.
Proper distribution network gives proper availability of the product.

6. Promotion:-
Promotion is the one of the major aspects in marketingstrategies. By adopting various promotional activities the
company create strongbrand image. It also helps in increasing the brand awareness. It includesadvertising, sales
promotioins and public relations etc.

7. Research and Development:-


after testing, the new product manager mustdevelop a preliminary marketing strategy plan for introducing the
new product into the market. The plan consists of three parts. The first part describes the targetmarket's size,
structure and behavior. The second part out lines the plannedprice, distribution strategy and marketing budget
for the first year. The third partof the development describes the long run sales and profit goals and
marketingmix strategy over.

[36]
Research Methodology
NEED FOR THE STUDY:
The present study entitled consumer behaviour towards Dukes products, the factor that influences their choice of
products with respect to Dukes product. Consumer behaviour varies from brand to brand on the basis of quality, price,
style, taste, advertising and peer influence. The complication undergone by the researcher to identify customers
reaction are many the researcher’s interest to know the degree to which consumer preference varies with age,
education, occupation or other, characteristics prompted the selection of this study. In modern business it is important
to know the brand preference of the product this can increase the level of the consumer satisfaction and value of profit
by selling the products. Only when the consumer give preference for a particular brand, consumer will buy and they will
not buy any other product other than a particular brand.

OBJECTIVES
To study and analyze the customers awareness level of DUKES.
To identify and analyze factors that influences the customer preference.

RESEARCH DESIGN:
Research design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions.
Descriptive research design was chosen for the present study.

Data sources:
The study is mainly based on the data collection from primary as well
as secondary source.
Primary data:
Primary data are data collected for specific purpose. Primary
data is collected directly from the students through administering
questionnaire.

Secondary data:
Secondary data are data that were collected for another purpose and
already exist some where.
Secondary data was collected from company records and catalogs.

Research approach:
Survey method is adopted to collect the needed information from the
respondents.

Research instrument:
Here for this study the researcher used well designed and structured
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questionnaire as a research instrument it include both open & closed ended questions.
The questionnaire is personally administered to the respondents.
Sample Size: The sample size taken for the study is 60.

TOOLS: The tools used for analyzing data are rating method; graphs etc.

Limitions
1. Some of respondents did not completely answered to the
questions as they were busy with their work.
2. The Respondents are selected on simple random sampling
method.
3.Time is also one of the constraints

[38]
QUESTIONNARE

1) Email address

2) Name

3) Gender
a) Male
b) Female

4) Age Group
a) 20-30
b) 30-40
c) 40-50
d) 50-60

5) Which brand wafers you like to eat?


a) Priyagold
b) Nabati
c) Tasty Treat
d) Triffany
e) Britannia
f) Dukes

6) Are you aware of Dukes Waffy? *


a) Yes
b) No
c) Maybe

7) How do you come to know about Waffy? *


a) Social Media
b) Friends
c) Retailers
d) Other

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8) Which flavor of Waffy you like the most? *
a) Chocolate
b)Strawberry
c) Butter
d) Orange
e) Mango
f) Pineapple
g) Dark
h) Vanilla

9) Frequency in Waffy consumption? *


a) Daily
b) Once in 1 week
c) Once in 2 week
d) Once in 1 month
e) Rarely

10) What you think about the price range of wafer of the Dukes brand? *
a) Costly
b) Affordable

11) Do you think offers & schmes on Dukes Waffy are satisfactory *
a) Yes
b) No

12) What you think about the taste of Waffy? *


a) Good
b) Need improvement

13) Which Waffy packet you prefer to buy most? *


a) Rs 5
b) Rs 10
c) Rs 45
e) Rs 50

[40]
14) How would you rate the quality of the Waffy?
a) Excellent
b) Good
c) Average
d) Low
e) Poor

[41]

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