A Summer Training Report on

“Brand Equity of Anmol Product”

At

Submitted towards the partial fulfillment for the Master Degree of

Business Administration

2008 - 2010

Under the valuable guidance of

Mr. Rajeev Saxena

A.S.M.

Submitted to : Submitted by

Mr. Brijnesh Sisodhiya. Surendra Singh

H.O.D. of Mgt. Studies. MBA-3rd Sem.

Roll No. : 0809270048

Mob-9716660914(if u feel any query yhen call me)

PRIYADARSHINI COLLEGE OF COMPUTER SCIENCES

GREATER NOIDA (U.P.)

1
 PREFACE

There is a saying “the theory without practice is lame and practice

without theory is blind. The modern era is era of consumer. Consumer

satisfies themselves according to their needs & desire, so they choose

that commodity from where they exact maximum satisfaction

To start any business the success entirely depends on the marketing

research done about the particular and the consumer attitude towards

the product. Marketing research plays a vital role in a business to

make it success.

We have tried to put our best effort to complete this task on the basis

of skill that we have achieved during our studies in the institute.

We have tried to put our maximum effort to get the accurate statistical

data. However we would appreciate if any mistakes are brought to us

by the reader.

2
 DECLARATION

I, Surendra Singh, Students of PRIYADARSHINI COLLEGE OF

COMPUTER SCIENCES (2008-2010), hereby declare that this

project titled “Brand Equity of Anmol Product” is submitted by me.

The data used in the report have been collected from authentic

sources. I also affirm that this study is not plagiarized and does not

draw upon the work or conditions of any other individual

organization.

Surendra Singh

3
 ACKNOWLEDGMENT

I would like to thank my project guide Mr. Rajeev Saxena, A.S.M.

(Area Sales Manager), JHANSI for guiding me through my summer

internship and Research project. His encouragement, time and effort

are greatly appreciated. This went a long Way in fulfilling the object

of Master of Business Administrative (M.B.A.) summer training

Programmed successfully on the interesting Project entitled “Brand

Equity of Anmol Product” in the field of F.M.C.G. Sector .he was

assigned to me During My project under his valuable guidance and

support.

I am also thanks to Respected Mr. BRIJNESH SISODHIYA, Head

Dep’t. Of M.B.A. for helping in Selection the Project topic and All

Faculty members of M.B.A. Dep’t, for supporting me during this

Project and providing me An opportunity to learn outside the class

room. It was a truly Wonderful learning experience lastly I would like

to thank all the respondents who Offered their opinions and

suggestions through the survey that was conducted by me.

(SURENDRASINGH)

4
 TO WHOME IT MAY CONCERN

Certified that the summer training Project Report (MBA-035) titled

“Brand Equity of Anmol Product at ANMOL BAKERS PVT.

LTD.” has been completed under my guidance by Mr. SURENDRA

SINGH student of MBA -2008-2010 batch S/O SHRI VIRENDRA

SINGH for the partial fulfillment of requirement for the award of the

degree of MASTER OF BUSINESS ADMINISTRATION.

This Project is a record of his on work that has been pursued by the

candidate herself

BRIJNESH SISODIYA

(H.O.D. OF MANAGEMENT)

5
COMPANY CERTIFICATE

6
 TABLE OF CONTENTS

TOPICS PAGE NO.

1. INTRODUCTION OF TOPIC 10

2.OBJECTIVE OF STUDY 15

3. INTRODUCTIO OF COMPANY 17

 History of Company 17

 Plant location 19

 Product pictures 21

4. COMPANY PROFILE 27

 Major Industry Contribution 27

 Outlet In The country 29

 The Strategy Of Anmol 29

 Mission & Vision 30

 Brand Showcase 29

 About The Brand 31

 Quality Commitment 31

7
  Marketing Strategy 33

5. DISTRIBUTION AREA IN JHANSI 35

6. RESEARCH METHODOLOGY 36

 Definition Of Marketing Research 36

7. RESEARCH DESIGN 40

 Definition of R.D. 40

 Various Method of R.D. 42

 Research techniques 43

 Sampling

8. MARKETING RESEARCH PROCESS 46

9. COLLECTION OF DATA 53

10. DATA COLLECTION METHOD 55

 Source of Data 60

11. DATA ANALYSIS 67

12. SWOT ANALYSIS 76

8
  Strength Of Company 78

 Weakness Of Company 81

 Opportunity Of Company 83

 Threat Of Company 85

13. FINDINGS OF STUDY 87

14. CONCLUSIONS 89

15. RECOMMANDATIONS 92

16. QUESTIONAIRE 99

17. BIBLIOGRAPHY 102

9
INTRODUCTION

10
BRAND EQUITY

Brand equity refers to the marketing effects or outcomes that accrue to

a product with its brand name compared with those that would accrue

if the same product did not have the brand name. And, at the root of

these marketing effects is consumers' knowledge. In other words,

consumers' knowledge about a brand makes manufacturers/advertisers

respond differently or adopt appropriately adept measures for the

marketing of the brand. The study of brand equity is increasingly

popular as some marketing researchers have concluded that brands are

one of the most valuable assets that a company has.

MEASUREMENT OF BRAND EQUITY

There are many ways to measure a brand. Some measurements

approaches are at the firm level, some at the product level, and still

others are at the consumer level.

Firm Level: Firm level approaches measure the brand as a financial

asset. In short, a calculation is made regarding how much the brand is

worth as an intangible asset.

11
Example…. if you were to take the value of the firm, as derived by its

market capitalization - and then subtract tangible assets and

"measurable" intangible assets- the residual would be the brand

equity.[ One high profile firm level approach is by the consulting firm

Interbrand. To do its calculation, Interbrand estimates brand value on

the basis of projected profits discounted to a present value. The

discount rate is a subjective rate determined by Interbrand and Wall

Street equity specialists and reflects the risk profile, market

leadership, stability and global reach of the brand.

Product Level: The classic product level brand measurement example

is to compare the price of a no-name or private label product to an

"equivalent" branded product. The difference in price, assuming all

things equal, is due to the brand more recently a revenue premium

approach has been advocated.

Consumer Level: This approach seeks to map the mind of the

consumer to find out what associations with the brand that the

consumer has. This approach seeks to measure the awareness (recall

and recognition) and brand image (the overall associations that the

brand has). Free association tests and projective techniques are

commonly used to uncover the tangible and intangible attributes,

12
attitudes, and intentions about a brand. Brands with high levels of

awareness and strong, favorable and unique associations are high

equity brands. All of these calculations are, at best, approximations. A

more complete understanding of the brand can occur if multiple

measures are used.

POS?ITIVE EQUITY ONLY?

An interesting question is raised- can brands have negative brand

equity? From one perspective, brand equity cannot be negative.

Positive brand equity is created by effective marketing including via

advertising, PR and promotion. A second perspective is that negative

equity can exist. Looking at a political "brand" example, the

"Democrat" brand may be negative to a Republican, and vice versa.

The greater a company's brand equity, the greater the probability that

the company will use a family branding strategy rather than an

individual branding strategy. This is because family branding allows

them to leverage the equity accumulated in the core brand. Aspects of

brand equity includes: brand loyalty, awareness, association, and

perception of quality.

EXAMPLES :

13
In the early 2000s in North America, the Ford Motor Company made

a strategic decision to brand all new or redesigned cars with names

starting with "F". This aligned with the previous tradition of naming

all sport utility vehicles since the Ford Explorer with the letter "E".

The Toronto Star quoted an analyst who warned that changing the

name of the well known Windstar to the Freestar would cause

confusion and discard brand equity built up, while a marketing

manager believed that a name change would highlight the new

redesign. The aging Taurus, which became one of the most significant

cars in American auto history, would be abandoned in favor of three

entirely new names, all starting with "F", the Five Hundred, Freestar

and Fusion. By 2007, the Freestar was discontinued without a

replacement. The Five Hundred names were thrown out and Taurus

was brought back for the next generation of that car in a surprise

move by Alan Mulally. "Five Hundred" was recognized by less than

half of most people, but an overwhelming majority was familiar with

the "Ford Taurus".

14
OBJECTIVE OF
STUDY

15
 OBJECTIVE OF STUDY

 To find out the Anmol market Share in Biscuit Industry

 Find out the Potential of Anmol

 Which products are fail out of 20 Products

 Which products are more profitable

 What price of Product Sale More

16
INTRODUCTION

OF ANMOL

COMPANY
17
 INTRODUCTION

The word Biscuit derives from the Latin word 'Bis' (meaning 'twice') and 'Coctus'

(meaning cooked or baked). There is nurture; creation and determination behind munch

of every crunchy Biscuit. To create those mouth watering delicacies, Anmol Biscuit is

following the same path of creation under the strong leadership of Mr. Baijnath

Choudhary. From a single biscuit manufacturing plant Anmol is rising with a vision to

become the most popular biscuit brand across the globe. Anmol’s main driving forces to

accelerate continuous growth are with the views and values of Mr. Baijnath Choudhary,

Mr. Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and

Mr. Bimal Kumar Choudhary.

Business Type Exporter , Manufacturer

Export Percentage 60%
No of Staff 550
Year of Establishment 1993
No of Production Lines 6
Export Markets Worldwide
Monthly Production Capacity As per requirement
PLANT LOCATION

18
FACTORY:

ANMOL BISCUITS LTD.

MAITY PARA, DELHI ROAD,

DANKUNI, HOOGHLY

(W.B., INDIA) PIN - 712331

PHONE: 2659-2259/35/0157

FAX: 91-33-2659 3666

ANMOL BAKERS PVT. LTD.

UNIT I UNIT II

PLOT NO.-38A, UDYOG C-107,

VIHAR, BULANDSAHAR

SURAJPUR KASNA ROAD

ROAD. INDUSTRIAL

GREATER NOIDA- AREA

201306. GHAZIABAD,

PHONE-(0120)- UTTARPRADES

2569191/92 H

FAX: 0120-2569968

19
NOIDA OFFICE

ANMOL BAKERS PVT. LTD.

B2 & 3,SECTOR -16,

NOIDA-201301. (U.P)

PHONE-(0120)-4748888

FAX: 0120-2512383

E-Mail:[email protected]

REGD. OFFICE

ANMOL BISCUITS LTD.

229 A. J. C. BOSE ROAD

CRESCENT TOWER, 9TH FLOOR,

KOLKATA - 700 020

PHONE: +91-033-2280-1277 / 78

FAX: +91-33-22895006 / 07

E-Mail: [email protected]

20
 PRODUCT OFFERING

Anmol presents an assortment of biscuits and cake with an array of

very satisfying tastes and flavors that ensures good health.

21
22
Export

23
Anmol presents an assortment of biscuits

and cake with an array of very satisfying

tastes and flavors that ensures good health.

2 in 1

24
 Available in 64g

Butter Cookies

Available in 65g.

Funfill Choco Vanilla

Available in 90g.

25
 Gluco Power

Available in 50g.

26
 COMPANY PROFILE

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 Apices, in which "a thick paste of fine wheat flour was

boiled and spread out on a plate. When it had dried and hardened it

was cut up and then fried until crisp, then served with honey and

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 in Italian. Back then,

biscuits were unleavened, hard and thin wafers which, because of their

low water content, were ideal food to store.

MAJOR INDUSTRY CONTRIBUTION

Anmol’s competitors are Parle product ltd, Priya gold Sunfeast , and

Parle G and also have some local companies

27
 Though Anmol is the oldest company in the Indian market but the

company is facing tuff competition.

Anmol’s biggest competitor is Parle company and also have some

other worldwide company as Bakeman’s 10%, smithkline 08%, Nutrie

04%, Kwality 04% Other’s 4%, but Parle has 30% of market share

and the Britannia has 40% market share Parle is biggest threats for

Anmol.

Biscuits: Major Players & Market Share

Anmol is the market leader in value terms; however, Parle has

higher share in terms of volume

28
 OUTLET IN THE COUNTRY

Anmol is available in all over India. Anmol’s all the products we can

find in every place. Like rural market, urban market and cities.

The Anmol biscuit is most admiring product and all towns also in

village. The company’s distribution channel divided in three levels.

Manufacturer to distributor, distributor to whole seller and whole

seller to retailer then the customer. The biscuit generally available in

every daily needs shop provision stores, grocery shop.

THE STRATEGY OF ANMOL

 The company’s policy is customer satisfaction with less price as

well as quality. Target maximum customer and sale of

maximum volume.

 The company wants to reach the product in every segment of

customer.

29
  The also have targeted to urban, rural, city town and villages

area of a market. High promotion for selling the product and

achieve maximum market share.

 The company wants to increase the profitability by selling of

maximum quantity. The company is facing high competition so

the profit margin is low but high turnover.

 The company’s major competitors are PARLE , SUNFEAST,

Britannia and PRIYA GOLD, Anmol volume crossed one lakh

ton biscuit in 1994

MISSION & VISION

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.

30
 BRAND SHOWCASE

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.

ABOUT THE BRAND

About the Brand: The versatile youthful brand constantly aims to

provide a novel and exciting taste experience to the consumer. Anmol

takes pride in being one of the leading biscuit selling brands in India.

The brand Anmol is well known in and across the country and now

aims to touch the globe all around.

QUALITY COMMITMENT

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

31
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 Organization. Recently the

company has also received the HALAL Certificate.

32
MARKETING STRATEGY

Anmol has taken lots of initiatives to explore the opportunities around

the globe to spread the brand, but to let the dream come true it is

needed that the company is strong in the home ground first. So the

ultimate goal is to cater the entire country first. In this regard Noida

plant caters to the North, South and Western region of India and

Kolkata plant caters to the east and north eastern parts of the country.

The network of super stockists, distributor and salesperson has

reached every corner of the country. Serving India with great

determination has helped Anmol to become one of the largest brands

across the country having 110 Super stockists, 2600 distributors &

250 sales person & present in about more than 4 lackhs retail shop.

ACCOLADES/CSR

Marketing and business honchos usually utters that doing business

only to make money is something like playing tennis looking at the

scoreboard. To enjoy the corporate citizenship it has always been a

prime concern of Anmol Biscuits to come forward when it comes to

33
helping the needy. A huge appetite for Indian biscuits is being created

abroad as the World Food Programme (WFP) supplies cartons of 100

gm packs of fortified glucose biscuits carrying the slogan "Gift of the

Govt. and People of India" to feed Pakistani and Iraqi Kids. Though

there are hardly any margins, the volumes and opportunity to

indirectly explore the foreign market is enough to make the company

bid for every WFP tender, and especially so when it is known that it is

being done for a noble cause.

34
DISTRIBUTION AREA IN JHANSI

Mauranipur Moth

Talbehat Lalitpur

Badagaun Babina

Gursarai Madawara

Chirgaon Mahroni

35
RESEARCH

METHODOL

OGY

36
 RESEARCH METHODOLOGY

“All Progress is born of inquiry doubt is often letter

than overconfidence for it leads to inquiry & inquiry

leads to invention”

…HUDSON MAXIM

Definition of marketing research:

Marketing research is defined as the objective

and formal process of systematically

obtaining, analyzing and interpreting data for

actionable decision making in marketing.

Marketing research is a systematic and

objective study of problems pertaining to the

marketing of goods and services. It may be

emphasized that it is not restricted to any

37
particular area of marketing, but is applicable

to all its phases and aspects.

The American marketing association

(AMA) has defined marketing research as

follows:

“Marketing research is the function which

links consumer, customer, and public to the

marketer through information –information

used to identify and define marketing

opportunities and problems, generate, refine,

and evaluate marketing action, monitor

marketing performance, and improve

understanding of market as a process.

Marketing research specifies the information

required to address these issues; design the

method for collecting information; manages

and implement the data collection process;

analysis the result; and communicates the

findings and their implication.

38
 According to Green and Tull “marketing

research is the search for and analysis of

information relevant to the identification and

solution of any problem in the field of

marketing”

According to Blankenship and Doyle

“marketing research is the collection and

interpretation of facts that help marketing

management to get product mare efficiently

into the hands of customers. Market research

encompasses all information pertinent to this

task, all appropriate techniques.

The above maxim clearly brings out the

significances of research for any development

growth to take place.

The research under taken for this project is

both descriptive Analytical in nature. It is

descriptive because it attempts to describe the

state of affairs, as it exists in the cellular

39
market at present. It is analytical for it user

available facts information for analysis to

made a critical evaluation of the material.

Further this repost is a result of both

qualitative quantitative researches. For

qualitative research Projective techniques like

open ended have been put to use quantitative

research has helped to quantity data into

information.

40
RESEARCH

DESIGN

41
 RESEARCH DESIGN

A research design is the arrangement of the

conditions for collecting, analysis of data in

manner that aim to combined relevance to the

research purpose with economy in processor

that is to save the time and costs. In this

particular Project I have to find out the

potential people and to analyze the market

scenario of ICICI Product

Meaning and definition of research

design: A research project conducted

scientifically has a specific framework of

42
research from the problems identification to

the presentation of the research report. This

framework of conducting research is known as

the research design.

“A research design is simply the framework or

plan for a study that is used as a guide in

collection and analyzing the data. It is

blueprint that is followed in completing a

study”

According to Kerlinger, “research design is

the plan, structure, and strategy of

investigation conceived so as to obtain

answers to research questions and to control

variance”

According to Green and Tull, “a research

design is the specification of methods and

procedure for acquiring the information

needed. It is the over- all operation pattern or

framework of the project that stipulates what

43
information is to be collected from which

sources by what procedure”

“A research design is the arrangement of

condition for collection and analysis of data in

a manner that aims to combine relevance to

the research purpose with economy in

procedure”

VARIOUS METHOD OF RESEARCH

DESIGN

The marketing research designs are classified

on the basis of the fundamental objective of

the research. They may be

Exploratory research

(a). Literature research / study of secondary

data

44
 (b). Survey of knowledgeable person or

experience survey

(c). Case study

(d). Focus groups

(e). Two- stage design

(f). Projective techniques

2. Conclusive research

(A). Descriptive

(a). Longitudinal study

(b). Cross-sectional study

(B). Causal research

RESEARCH DESIGN WE USES FOR OUR

STUDY

Here I used exploratory research design for my

project because my topic is Brand Equity of

Anmol Product which need a large amount of

45
primary data and without primary data it can

not possible to find out Brand equity of any

company and in the exploratory research

design I used the techniques which are given

below……….

RESEARCH TECHNIQUES

To start working upon the project, I adopted

the following research techniques. Survey of

potential Distributor through questionnaire.

Daily visit to the different Prospective

Retailer.

METHOD USED IN PROCESSING

THE DATA

I surveyed Shopkeepers of various classes

such as P.C.O., General Stores, Book stale;

Stationary, Medical Stores, Net café, Pan

Shops, gift shops, Photo state, Electronic

shops Mobile Shops. I have used Percentage

46
method and comparative study method to

analyze the information that gathers from the

questionnaire and informal meeting

RESEARCH APPROACH: The survey

approach was used to collect the primary data

from the Retailer & Distributor.

RESEARCH INSTRUMENT:

Questionnaire of the copy which has been

provided in the appendix.

SAMPLING PLAN: Sampling Unit-Top,

Middle & Lower class Shopkeepers &

officers. Sample Size-100.

CONTACT METHOD: Field Survey-Visited

the respondents

Personally.

47
RESPONDENT PROFILE:

GEOGRAPHICS:

1. City --------------------- Jhansi

2. Density --------------------- Urban

3. City Type -------------------- B Class

(C) PSYCHOGRAPHICS:

1-Social Class

2-Lifestyle

3-Personality

(D) BEHAVIOUAL:

1-Occasions

2-Benefits

3-User Status

48
MARKETING RESEARCH PROCESS

In carrying out there marketing responsibilities

marketing manager need a great deal of

information. Despite the growing supply of

information, managers often lack enough

information of the right kind or have too much

of the wrong kind or have too much of the

wrong kind. To overcome these problems,

many Companies are taking steps to improve

their marketing information system.

Such data can be obtain quickly and cheaply,

but often be adopted for marketing decisions.

The marketing intelligence system supplies

marketing executives with everyday

information about developments in the

external marketing environment. Intelligence

can be collected from Company employees,

Customers, or by monitoring Published

49
reports, conferences, advertisement,

competitor Actions and other activities in his

environment.

Marketing Research involves collecting

information relevant to a specific problem

facing the company.

Every marketer needs marketing research, and

most large companies have their own

marketing research departments. Marketing

research involves a fort steps process.

The first step Consist of the managers are

researcher carefully defining the problem and

setting the research objectives, the objectives

may be exploratory, descriptive or casual.

The second step Consist of developing the

research plan for collecting data from primary

and secondary sources. Primary data collection

calls for choosing a research approach

(observations, survey and experiment);

50
choosing as contact method mail, telephone or

Personal); designing sampling plan, (whom to

survey, how many to survey and how to

choose them); and developing research

instruments (questionnaire, mechanical).

The third step Consist of implementing the

marketing research plan by collecting

Processing and analyzing the information

.The fourth step Consist of interpreting and

reporting the finding. Further information

analyze help marketing manager to apply the

information and provide advance statistical

Procedures and modes to develop more

rigorous findings from the information. Finally

the marketing information system distributes

information gathered from internal sources,

marketing intelligence, and marketing research

to the right managers at the right managers at

the right time, the marketing research may be

summarized as Follows:

51
The Marketing Research Process

Defining the problem and Research objectives

Developing the Research plan for collecting

information

Implementing the research Plan

Collecting and analyzing the data

Interpreting and reporting the Findings.

52
 SAMPLING DESIGN

Once the problem of research is decided, the

next are above immediate concern is adoption

of research design the researcher will decide

how the information will be collected?

There are two important sources of collection

of information

CENSUS

SAMPLE

In case the data are collected from each member of

the population of interest, it is known as the census

survey. If data are to be collected only from some

member of the population it is known as the sample

survey.

Sampling

When field studies are taken in practical life,

consideration of time a nod cost almost

invariably leads to a selection of respondent,

53
that is selection of only a few item. The

respondent selected should be as

representative of the population as possible in

order to produce a miniature cross section. The

selected responded constitute a sample and the

selection process is called sampling technique.

The service so conducted is known as sample

survey

ADVANTAGES OF SAMPLING

 Sampling is cheaper than a census

survey

 Sampling magnitude of operation

involved in a sample survey is small'

both the execution of the fieldwork and

the analysis of the result can be carried

out speedily

54
  Sampling result in greater economy of

effort. As a relatively small staff is

required to carry out the survey

 Since the scale of the operation involved

in a sample survey is small the quality

of the interviewing, supervision and the

other related activities can be better than

the quality in a census survey

LIMITATION OF SAMPLING

When the information is not needed on every

unit in the population such as individual,

dwelling units or business establishment.

Sampling Gives Rise to Certain Error .If The

Error Is to Large, The Result of the Sampling

Survey Will Be of Extremely Limited Use.

While in a census survey it may be easy to

check the omission of certain unit in a view of

55
 complete coverage, this is not so in the case of

a sampling survey.

SAMPLE SIZE

When a survey is undertaken and when it is

not possible to cover the entire portion, a basic

question arise - how large should the sample

be? The sample size decision related darkly to

research cost.

The decision to decide the sample size must be

scientifically made and should not be done

arbitrarily because of the risk involve the

sample size should be neither the large nor the

small.

FACTORS DETERMINING SAMPLE

SIZE

56
 The number of group and subgroup

within the sample that will be analyze

 The value of information in study in

general

 The third factor is the cost of the sample

.A cost benefit must be considered.

 The final factor is the variability of the

population. As the variability with in the

population increase, the sample size will

also need to be larger

57
COLLECTION OF

DATA
 TYPES OF DATA

“The task of data collection is beginning after a survey problem has

been defined. While deciding about the method of data collection to

be use for the study, the researcher should keep in mind two types of

data” .

Primary data: - “Primary data are those data that have been

observe and recorded by the researcher for the first time to their

knowledge”

Classification of primary data. Data classified by their

nature. The nature of data may be classified according to various

categories facts, knowledge, opinion, intention, motivation and

behavior.

(a). Facts

(b). knowledge

(c). opinion

(d). intention

(e). motivation
2. Data classified according to function: data are also classified

according to their function. While planning data, the researchers

anticipate the future analysis and synthesis according to their function.

They try to avoid redundant data and collect necessary data. Data

according to function may be causal, payoff, descriptive and

classification.

(a). Causal data

(b). Payoff Data

(c). Descriptive Data

(d). Classification data

METHOD OF COLLECTION PRIMARY DATA

1). Observation method

2). Survey method

(a). Interview method

(b). Questionnaire method

(c). Schedule
3). other method

(a). warranty card

(b). Distributor audits

(c). Pantry audits

(d). Consumer panels

(e). Mechanical devices

(f). Projective techniques

(g). Depth interview

(h). Content analysis

Secondary data: - “Secondary data are those data which are not

gathered for the immediate secondary data are those which have been

already collected and analyzing by some earlier agency for its own

use and later the same data are used by a different agency.

According to W.A.Neiswanger, “A primary source is a application in

which the data are published by the same authority which gathered

and analyzed them. A secondary source is a publication, reporting the

data which have been gathered by other authorities and for which

others are responsible.

METHOD OF COLLECTION SECONDARY DATA

1. Internal secondary data

A). Sales analysis

B). Invoice analysis

C). Accounting records

2. External secondary data

A). Libraries

B). Literature

C). Periodicals

D). Census and registration data

(a). census of population

(b). Census of Agriculture

(c). Census of Cattle

(d). Census of Trade

(e). Census of Transport

(f). Census of Industry

(g). Census of Banking and Finance

(h). Registration data

E). Trade Association

F). Government Department

G). Private Sources

H).Commercial Data

I). Financial Data

J).International Organization

K). References and bibliography

L). Volume of Statistic

M). Advertising Agencies

DATA USED IN PREPARING THE REPORT

To find out the answer of all question which arises and necessary for

the objective of our study I used Primary Data and for this I used

questionnaire method to collect the raw data

Questionnaire method-The questionnaire is a list of question to be

asked from the respondents. It also contains a suitable space where the

answer can be recorded.

For such type of research we have to collect only primary data

because primary data are more accurate and reliable in compare to

secondary data.

SOURCE OF DATA

To collect primary data I meet with 20 distributor and 300 retailer

who belongs from the different-different area of Jhansi district and

around

It is a really very great experience for me because during my training

period I meet with the peoples who have the different – different

suggestion, perception, and different – different views about the

Anmol product.
Below I listed the name of the distributor and retailer from whome I

collected data for my report

BEAT NAME BEAT NAME

MAURANIPUR TALBEHAT
Munna Dongera Mahendr Ki.
Premchand sahu BalaJi Ki.
Manoj Modi Tinku Ki.
Nagriya Kirana Awadesh Ki.
Manmohan Manchanda Arihant Ki.

BEAT NAME BEAT NAME

BADAGAON CHIRGAON
Radhika Ki. Akash Ki.
KanKane Ki. Santosh Ki.
Ramkumar Ku Lalla Coanch Ki.
Amit Ki. Suresh Ki.
Modi Ki. Manoj Ki.

MOTH BEAT LIST LALTIPUR

Agrwal Kirana Sunil Kumar Jain Najhai
Saleem Jadd R K Kirana
Rizwan Kanfe pro pankaj J Kirana
Santosh jadd Harvans Kumar Pinku
pradeep Kirana Sudha sagar Kirana

BEAT NAME
BEAT NAME BABINA MADAWARA
Shiv pro Ankur Ki.
Mulak raj Sunil K/s
Sahrma Pro Munna Lohiya
Lakhan lal L Prasanna K
Shrikant K Rakesh K

BEAT NAME
MAHERONI PUNCHH
Bala Ji (Sahu) K Meenu K/s
Priti K Amar K/s
Devendra K Brijendra K
Nandani G/s Syamu K/s
Sanju Baba Ramu k/s

MEDICAL+SHIVAJI
NAGAR PIRONA
Vikas G/s Harish Cand Sirothia
Arora K/s Ram Prakash Gupta
Vishal Stor Vinod Ku
Sushil Sahu Pramod Ku
Mohan Sahu Gupta K
SADAR - ELITE MAIN GANDHI ROAD
Snax House Faruq Bakery
Ghansyam K Om confectionary
Hkim K Ajay confectionary
Sevandas K Govind Namkeen
Ambe K/s Sanjay Namkeens

NARIA BAZAR- UNNAO AWAS VIKAS-

GET KHATIBABA-NAGRA
Anand Pro. Omi sahu K/s
Rai Namkeen Sevak K/s
Pandu Pro. manav K/store
Veerendra Tea Silpy K/s
Sitarma K Dhirendra K/s

GADIA PHATAK -
NAGRA GADIA PHATAK
SIPRI - NAGRA
Techand K Neha Stor
Ramraja K Maa Sharda G/s
Kailash Jagdish Gupta
Garidas K Prince Stors
Agrawal K Gaurav K
SIPRI - OUT BIHARI PURA
Modern G/s Dhiraj K
N.P. K/s Abhishek K
Arya Canteen Vivek K
Sanjeev K/s Jai Maa Kali
Malhotra Nathu Ram Anil Kr

PULIA NO. 9 HAAT KA MAIDAN

Kaja Husain Anil K
Sahu K Jyoti K
Vikkay K Dhirendra K
Prem Narayan Mehera K
Kanti S Sudhir K

KHATI BABA NARIYA

Arti Kirana Sitaram Rajkumar
R.K. K Anand Gns
Sambhu K Jitu Gns
Devendra K Mahesh Medical
Umashakar K Rahul K

GANDHI GAR GADIYA PHATAK

Gupta Medical Avadh Kirana
Gangil Medical Pintu K
Neha Medial Sunil Medical
Chetan K Anup Gns
Patwa Store Khan Gns

PASRAT UNNAO GATE

Ambey Kirana Annpurna K
Sarawgi Store Sanjeev Medical
Chaurasiya K Khati Baba K
S.K. K Swagat Store
Vishal K Sonu GNS

PREM NAGAR KHERA

Vishal K Agarwal K
Sanjay Gns Modi K
Jai Medical Sahu K
Sapna Gns Shivam K
Ganga Rai K Rajendra kira

NAINAGARH NANDANPURA
Brijendra GNS Gupta Kirana
Rajendra K Suresh K
Piyush K Prashant Kirana
Pooran Gns Sai Kirpa Store
Arti K Pramod Kirana
KHATI BABA HIGH WAY HOTEL
Sindh Medicla Omi Shau
Sikha Kirana Amit Sahu
Abhishek Gns Dinesh K
Harish GR Silpi GNS
Navi Gns Dhrendra GNS
DATA ANALYSIS

DATA ANALYSIS

Q.1 what rank will you give to Anmol Product according to sale

among theses biscuit Company?

Anmol 15 %
Britannia 25%
Sunfeast 17%
Raja Biscuits 9%
Parle-G 34%
Q.2 What is the rank of Anmol Product according to Quality among

these products?

Anmol 17%
Britannia 15%
Sunfeast 23%
Raja Biscuits 11%
Parle-G 34%
Q.3 Which flavor of Anmol sales more?

Butter 51%

bake
Lemon 15%

maja
Yummy 20%
2-in-1 14%

Q.4 who are Competitor of Anmol Products?

Britannia 22%
Sunfeast 15%
Raja Biscuits 13%
Parle-G 50%
Q.5 what price ranges of Anmol products sales more?
2.00 18%
5.00 41%
10.00 19%
15.00 22%
Q.6 What are the main factors that effect the sale of Anmol Produc?.

Proper 19%

Marketing
Advertisement 71%
Proper 5%

Distribution
All of these 4%
Q.7 what is the rank of Anmol Product According to Productivity

among these product?

Anmol 25%
Britannia 18%
Sunfeast 25%
Raja Biscuits 9%
Parle-G 23%
Q.8 What rank will you give to Anmol among these product according

to Packaging?

Anmol 12%
Britannia 38%
Sunfeast 25%
Raja Biscuits 7%
Parle-G 18%

.
SWOT

ANALYSIS
 SWOT ANALYSIS

Appraising a company is resources strengths weakness & its external

opportunities & threats, commonly known as swat analysis, provide a

good overview of whether its overall situation is fundamentally health

or unhealthy just as important a first rate swat analysis provides the

basis for crafting a strategies that capitalizes in the company’s

resources aims squarely at capturing the company’s best opportunities

& defends against the threats t
COMPANY

STRENGTHS
 STENGHTS

 Company have best expertise in providing consistently good

customer services

 Company has excellent mass merchandising skills.

 Company has excellent worldwide Distribution facilities.

 Company has cutting edge computer Network and information

system.

 Company has a base of loyal customer.

 Computer assisted design & manufacturing system

 Company has a well functioning company internet & e-

commerce system for accessing & exchanging Information with

supplies & key customer.

 Brand-name Image, Company reputation buyer good will or a

motivated & energized workface

 Short development times in bringing new product to market, a

strong dealer network, strong partnership with key supplies on

R & D organization with the ability to keep the company full of

 innovative new product, A high degree of organizational ability

in responding to shifting market condition & emerging

opportunities.

 Low overall costs, market share leadership, superior products,

and a wide products selection strong name.

WEAKNESS OF

COMPANY
 WEAKNESS OF COMPANY

 Lack of human resources in Jhansi

 Lack of appropriate skills in leveraging the resources (where

available) in competing with other firm.

 Lack of Strategic direction.

OPPORTUNITY

OF COMPANY
 OPPORTUNITY OF COMPANY

 Emergence of new customers segment in the market opening up of

new markets for the company.

 Change in the customer’s habits & preferences & their buying

behavior.

 Change in the Technological, Regulatory, social or economic

environment of the industry that either have on impact on the product

market scope of the time, or help it cut cost & improve productivity &

enhance quality.
TREATS OF THE

COMPANY
 THREATS OF THE COMPANY

 Emergence of new customer segment in the market/ opinion up

of new market for the company, which the company is not

currently seared to serve.

 Change in the customer habits & preference & their buying

behaviors.

 Entry of new competitors in the market with new business

models, better technologies & superior products.

FINDINGS OF

STUDY
 FINDINGS OF STUDY

My conclusion about Anmol Brand Equity carried out by meeting

with 20 Distribution & 300 retailers in Jhansi & around the Jhansi.

During my training period I meet different – different retailer &

Distribution & after listening their view about Anmol products we

reached the conclusion which are given Below……..

 Anmol Have a great potential to capture the Jhansi market but

its product mostly face the problem short supply of those

product which customers demanded.

 There are many product of Anmol whose sale is Zero but

company regularly supply there products.

 Some product packaging such lemon Maza in too dull that

customer dislike to see its packaging.

 Anmol should Improve their product quality such as

“GLUCOSE” Many retailer complaint that its taste in Just like

 During my survey I find that damages of Anmol products are a

great problem which affects their sales.

 Many customers don’t know that Anmol is a biscuit co due to

lack of Advertisement.

 Anmol market Share is about 45-55 paisa/person

 Company has the less contact with their Retailers & Distributor.
CONCLUSIONS
 CONCLUSIONS OF STUDY

After meeting with 80 retailers & 20 Distributors I reached at conclusions

which are given below…..

 Jhansi is a under developing city & their customers are less aware

about the market so it’s a very great opportunity for ANMOL

COMPANY to capture the Jhansi market to attract the customers.

 After my survey I reached at a conclusion that in rural area ANMOL

products have a large sale but in urban area it is not accepted as a

BRANDED product.
RECOMMENDATI
ON
 RECOMMANDATIONS OF STUDY

Anmol have a great potential to capture the Jhansi and around the

market & it is the fastest growing company of biscuit Industry. It

started from Calcutta from 1993 with only one plant but now it has

seven plants to serve the customer through provide them good quality

at a reasonable price.

During my training period I find out some points to make the

mission, objective of Anmol Company more effective efficient these

suggestions are given below.

Advertisement: - Advertisement plays very vital and important role

in the growing of the sale of any product.

Through Advertisement we can show off our product to the customer

you can only spread the range & product Quality through

Advertisement.

Example :- Let suppose customer purchase a Butter Bake of Anmol

Company but Next time he forget that What flavor Of Anmol biscuit

he took previously than he remind it to see the advertisement.

Retailer has not a much time to show off all the range & price of any

product of any company.

So Advertisement helps the customer to know the product range. Price

range & flavors which company produced.

If company spent some amount on Advertisement which Increase the

market share of Anmol only .05 paisa/person then it will be good for

company

PACKAGING: - Packaging in the other factors that affect the sale of

any company product

During my training period I find out that the packaging of Anmol

product are very dull & many retailer Complaint for this during my

training period.
Effect of Packaging: - packaging effect the behavior of consumer

during their purchasing time packaging affects the customer

psychology because He made negative perception to see the product

packaging.

Anmol use the Normal polythene for the packaging of its

product I suggest to use ziletin polythene to pack their product.

FOLLOW MARKETING MIX: - company should follow the

marketing mix which is

Product: - Company should regularly confirmed that their product

satisfied the customer needs

Place: place should be perfect

Price: price should be reasonable

Promotion: Use the suitable mood of promotion

Packaging: It should be attractive.

DAMAGES SOLUTION: - As we concern above that the damages

of product in the one of the main problems many retailer complaint us

that damages amount of product in High & the Replacement of

Damages takes long time

IMPROVE THE QUALITY OF PRODUCT: - Company

should improve the quality of their product because customer wants

best quality at reasonable price.

Many retailer complaints us that the Taste of the glucose of Anmol is

just like floor.

INCREASE THE PRODUCTS SIZE: - Company should increase

the product size because company has only the highest product whose

cost is only Rs 15. Company has not the family pack just like Parle-G

which have the family pack whose cast in Rs. 40/pack

So company should produced family pack

PRODUCED HIGH PRICE RANGE BISCUITS: - Company

should produce high price range product.

During my Training period I find it that in Jhansi many standard

bakery like Nav Bharat, Star Bakery Demanded dry fruits types

biscuits whose cost in high & which represent the standard of richest

society just like hide & seek biscuit

Provide Offers: - providing offers is the best way to promote their

product so company should provide offers to customers.

Example ii) Buy 4 gets one free

iii) Take 15 Rs batter bake 4 get 2 Rs. Pack free

Because the time first priority of any company is to computer the

market by this way or that way so this is the best way

Company should produce the festival purpose product which

may be use as the gifts just like Britannia & other biscuit companies

produced.

MANTAIN THE RELATIONSHIP WITH RETAILER &

DISTRIBUTORS: - Retailers & Distributors play a very important

& vital Role in the success of any company product so it is very

necessary to maintain the good relationship with the retailers &

Distributors.

It may be possible through give some gifts to retailers &

Distributors occasionally

Concern about problem which they faces & solve it as soon as

possible I am totally agree that company ASM Rajeev Saxena give

him 100% to maintain the relationship but due to shortage of staff it

may be difficult.
INCREASE SUPPLY :- Company should increase the supply of

product because due to short supply costumer may be loyal for other

company product because many Distributors complaints that when he

demanded 1440 boxes then he gets only 1000 boxes during the winter

season when the sales of biscuits reaches their peak points.

QUESTIONAIRE
QUESTIONNAIRE

1. What rank will you give to Anmol Product according to sale among

theses biscuit Company?

a. Anmol b. Britannia c. Sun feast

d. Raja Biscuits e. Parle-G

2. What is the rank of Anmol Product according to Quality among

these products?

a. Anmol b. Britannia c. Sun feast

d. Raja Biscuits e. Parle-G

3. Which flavor of Anmol sales more?

a. Butter bake b. Lemon maja c. yummy d. 2-in-1

4. Who are Competitor of Anmol Products?

a. Anmol b. Britannia c. Sun feast

d. Raja Biscuits e. Parle-G

5. What price range of Anmol products sales more?

a. 2.00 b. 5.00 c. 10.00 d. 15.00

6. What are the main factors that affect the sale of Anmol Product?

a. Proper Marketing b. Advertisement c. Proper

Distribution d. All of these

7. What is the rank of Anmol Product According to Productivity

among these products?

a. Anmol b. Britannia c. Sun feast

d. Raja Biscuits e. Parle-G

8. What rank will you give to Anmol among these products according

to Packaging?

a. Anmol b. Britannia c. Sun feast

d. Raja Biscuits e. Parle-G

9. Your suggestion about Anmol Product.

…………………………………………………………………………

…………………………………………………………………………

……….. .
BIBLIOGRAPHY
 BIBLIOGRAPHY

 Philip Kotler (Eighth Edition) “Marketing Management”,

Prentice Hall of India Ltd.

 Advertising and marketing Magazine

 Company Literature

 Market survey and questionnaires

 Web site: www.anmolbakers.com

Web site: www.google.com

Business World