BY:

ROMIT SINGH
PRN NO. - 13020841099
Activation & Merchandising In
Modern Trade
SUMMER INTERNSHIP
PRESENTATION
Industry Profile
India Biscuits Industry is the largest
among all the food industries.
India is known to be the third largest manufacturer of
biscuits, the first being USA
It is classified under two sectors: organized
and unorganized.
The size of the biscuit industry is estimated to be about 1.95
million tons valued at Rs.68.6 billion
In biscuit category we have three very large players
Parle, Britannia and Sunfeast.
About United Biscuits
United Biscuits was founded in 1948
In 2000, UB was bought by Final realm, a consortium of
investors, and reverted to private limited company status
Its operating in 26 countries
One of its famous products is Mcvities

United Biscuits- India
United Biscuits
entered India in
2009, and introduced
the McVities brand in
India
One of the few biscuit
companies to start
ventures from its own factory
at Kalamb area in Himachal
Pradesh
McVities has claim to
a 20% share of the
digestives biscuits
market
The USP of McVities is its use
of wholesome ingredients
Companys Point of View
Indians generally associate
biscuits with a sweet taste,
keeping that in mind and the
price they introduced their
products.
United Biscuits target people who
are looking for healthy options and
to satisfy the sweet pallet urge,
company offers variety of biscuits at
a price which is reasonable.
The companys marketing strategies is
primarily television-driven and free
samplings in the market place.
The company has been working on its
brand visibility where modern trade
plays a big role.
PRODUCT MIX
Digestives This is a
delicious wheat biscuit
using the same traditional
recipe used back in the
original McVities digestive
biscuit made in 1892.
HobNobs These are oat
based biscuits. First they
were launched in UK in
1985 and are famous
amongst oat lovers.
McVities
Orange\Chocolate Creams
These are cream
biscuits for kids.
McVities Marie Biscuits
These compete with
Britannia Marie Gold and
Sunfeast NutriLite.
McVities Cashew\Butter
Cookies These compete
with Britannia Good Day
and Sunfeast special.
McVities Fruit Bakes
These are premium
offerings made with real
Mediterranean fruit bits
and have light and crunchy
bits.
NO Added Sugar This is a
premium biscuits which
fulfil need of a diabetic
patient.
PRODUCT MIX
SKUS
SKU Gms MRP
Digestive 75 Gms 75 12
Digestive 100 Gms (Rs 18) 100 18
Digestive 150 Gms (Rs 25) 150 25
Digestive 250 Gms 250 45
Digestive 500 Gms (Celebrity Pack) 500 90
Hobnob 120 Gms 360 30
Fruit Bakes 100 Gms 100 50
Chocolate Cream 63 Gms 63 10
Orange Cream 58 Gms 58 10
Bourbon 100 Gms 100 22
Cashew 60 Gms 60 10
Cashew 150 Gms (Family) 150 30
Butter 60 Gms 60 10
Butter 150 Gms (Family) 150 25
Marie 100 Gms 100 10
DISTRIBUTION NETWORK

TRADING
Trade is classified
into three
General
Trade
Modern
Trade
Institutional
Trade
CHARACTERISTICS OF MODERN TRADE
In Modern trade stock
is purchased by
Organized Retail Store
for further sale.
Characterized by large
volumes of
purchase as compared
to GT & sometime even
Institutional Trade
The time for
converting a lead
is typically longer.
Once a relationship
is built, repeat sales
become a lot easier
Hence less
manpower required
Collection period is
relatively longer. I.e.
1 month.
Merchandisers are
the people who play
a very important role
as per as sales is
concerned.
Modern Trade @ UB
Modern Trade involves trade through Organized retail chains-
which comprises of super stores and hyper stores.
McVities biscuits fall in the premium range and the target
audience is Sec A and Sec A+ categories. So stores like Big Bazaar
and Spencers prove to be a perfect place to promote and sell
products.
Visibility proves to be a key factor in modern trade, as people
remember or buy products which they see.
About My Project: Activation & Merchandising
Activation refers to brand activation, sometimes
called as brand engagement, focuses on building a
longer term emotional connection between the
brand and the customer.
Merchandising in modern trade can also be referred
as visual merchandising.
Visual merchandising is the activity and profession
of developing the floor plans and three-dimensional
displays in order to maximise sales. Display of
products in such a way that it stimulates interest
and entices customers to make a purchase
Work Done
Worked with merchandisers in different
areas of South Delhi and Gurgaon to
understand their role
Learned working of a promoter
To know the role of a distributor in co-
ordination with the merchandisers, I paid
regular visits to the distribution center
Indulged in activities like sampling,
interacting with customers for feed back.
MERCHANDISING
Placement according to companies planogram
Visibility and facing
Shelf space
Stock availability
Condition of stock
FIFO
Hygiene
Guiding the promoter
Getting the PO`s.
Follow up on Stock delivery
Customer survey
Competitive analysis
It
involves
activities
like-
AREA OF RESEARCH
Big
Bazaar
in South
Delhi &
Gurgoan
Sab Ka
Bazaar
In South
Delhi
Needs
Super
Mart
In
Gurgaon
Modi
Stores
24*7
South
Delhi
Other
hyper
stores- in
South
Delhi &
Gurgaon
Distribut
ors
office &
warehou
se
Learning
FIFO is to be maintained while placing
products. So that older goods do not
expire
Its very important for merchandisers to build a
cordial relationship with the store manager and
other staff. This would help them in getting their
work done.
Key Learning
Merchandising holds the key to sales in modern trade
Regular stock report of each store is important, keeping in mind
the bullwhip effect. Its difficult to forecast demand.
Placement of goods according to planogram is also an important
factor, as it makes it easier for customers to shop our products
Activities like sampling are really important for brand activation
Promoters also play a very important role as they are in direct
contact with the customers most of the time.
GAPS - IDENTIFIED
Lack of sincerity among the employees towards work is hurting the business.
Store people at a lot of stores I visited, told me that no one comes from our company
for merchandising
The merchandisers I worked with kept cribbing about the pay they were getting.
Our company is unable to supply small orders in time. Even a delay of one day is a
huge loss for the company because the company is still working under the push
strategy.
Lack of activities which create brand engagement.
Recommendations
Firstly to fill in the communication gap between the employees
and the management, there should be a proper meeting held in
regular intervals keeping in mind employees welfare, this will at
least reinstate employees faith in the organisation.
People from management should be asked to visit all stores once
in a while, just to keep a check whether its taken care of by a
merchandiser or not.
There are advantages and disadvantages of a big distributor- but
as of now results suggest that may be we should go for 3-4 small
distributors in different areas.
Recommendations
Finally the company should work a lot more on
brand activation. Activities like sampling should
be encouraged must often.
Company should make its customer feel engaged
by coming up with competitions or event where
customer could participate for a reward worth it.
THE END


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