TRAINING REPORT

ON

“NEW PRODUCT LAUNCHING”

At

RITE BITE ROADSIDE BISTRO,GURGAON

Submitted to

MAHARSHI DAYANAND UNIVERSITY,ROHTAK

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(INDUSTRY INTEGRATED)

(IVth Semester)

Submitted by

Name: Rajesh Kumar Ranjan

Regn. No.- 1073901955

Roll No .- 1090210702

SKYLARK SCHOOL OF BUSINESS & TECHNOLOGY,GURGAON

PALAM VIHAR-EXT GURGAON (HARYANA)

1

CERTIFICATE BY THE GUIDE

This is to certify that the project work entitled “NEW PRODUCT LAUNCHING” is a piece of work done by RAJESH KUMAR RANJAN, student of Skylark School of Business & Technology, under my guidance and supervision for the fulfillment of the course MBA, Skylark School of Business & Technology,Gurgaon

To the best of my knowledge and belief the project embodies the work of the candidate himself and has been duly completed. Simultaneously, the project fulfills the requirements of the rules and regulations related to the internship of the institute and I am assured that the project is up- to the standard both in respect to the contents and language for being referred to the examiner.

I wish him all success in life.

Name : Nidhi Bansal

STUDENTS DECLERATION

2

I hereby declare that the Training Report conducted at

Skylark Group,Gurgaon

Under the guidance of

(Ms.Nidhi Bansal)

Submitted in partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

TO

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

is my original work and the same has not been submitted for the award of any other degree/diploma/fellowship or other similar titles or prizes.

RAJESH KUMAR RANJAN

Place : Regn. No.- 1073901955

Date : Roll No.- 1090210702

CERTIFICATE FROM THE ORGANIZATION

3

This is to certify that Mr.Rajesh kumar ranjan who is pursuing MBA (Industry Integrated) course of Maharshi Dayanand University,Rohtak at Skylark School Of Business & Technology, Gurgaon has undergone management training at our organization from 15 2012 to 30 nov 2012.

His performance during the training period was found to be excellent.

We wish him success for his future endeavours.

HR Manager

Rite Bite

Gurgaon.

ACKNOWLEDGEMENT

4

I am thankful to Skylark School of business & technology, Gurgaon

for providing me an opportunity to undertake training in their esteemed

organization. I would like to special thanks to my project manager ,

HR Manager at , Rite Bite Gurgaon, who helped me throughout the

project and also encouraged me to take this project in future course for

my career.

I am also thankful to director Mr. Hitesh Triphati of Skylark School

of business & technology, gurgaon,Ms. Nidhi Bansal (faculty

members), NIAM’s training officer in charge for providing me

guidance in preparing my project report.

Last but not the least I am also thankful to all my friends, colleagues &

the staff members of Rite Bite and SSBT to make my project

successful.

RAJESH KUMAR RANJAN

PARTICULARS

5

CHAPTER 1 : INTRODUCTION 1.1 General Introduction of the Industry

1.2 Industry Profile A. Origin and development of the industry. B. Growth and present status of the industry. C. Future of the industry.

CHAPTER 2 : PROFILE OF THE ORGANISATION 2.1 Origin of the organization. 2.2 Growth, Development & present status of the organization. 2.3 Organization Structure & organization chart. 2.4 Product and service profile of the organization. 2.5 market profile of the organization.

CHAPTER 3 : DISCUSSION ON TRAINING3.1 Work profile(Role and Responsibilities)3.2 Key learning from training.

CHAPTER 4 : STUDY OF SELECTED RESEARCH PROBLEM4.1 Statement of research problem.4.2 Statement of the research objectives.4.3 research design and methodology.

CHAPTER 5 : ANALYSIS5.1 Data Analysis5.2 Summary Of Findings.

CHAPTER 6 : SUMMARY AND CONCLUSIONS

6.1 Summary of learning Experience.6.2 Conclusions and Recommendations.

APPENDICESAnnexure re like copy of Questionnaires, Interview schedule, leaf lets, brochures, photographs to be enclosed.

BIBLIOGRAPHY

CONTENTS

6

INTRODUCTION

History of the Industry

Prominent food and beverages companies

Company Profile

THE HISTORY OF FOOD AND

BEVERAGES INDUSTRY

History of Food Industry

As it exists today, the domestic food and beverage

industry is a very competitive and mature industry

with little domestic growth. Increases in a company’s

market share usually come at the expense of a

competitor’s loss of market share (cannibalization).

Overall most growth comes from international

expansion.  With the passage of NAFTA and GATT,

many domestic companies are either entering into

alliances with foreign entities, or acquiring 33them. 

There are many reasons for this.  For example, much

domestic food and beverage companies want to take

advantage of existing distribution systems, or

underutilized plant capacity.  Some acquisitions may

be motivated by Federal income tax considerations.

From the time that agriculture began about 7,000

7

years ago to the present there have been many

important developments that are responsible for the

state of the industry as it is today.  The following

events have had a major impact on where the industry

is today. 

8

9

Event Explanation

IRRIGATION The use of some form of irrigation is

well documentedthroughout the

history of civilization. It has enabled

food production to occur in areas

previously too hostile for plants and

to counter the effects of drought.

INDUSTRIAL

REVOLUTION

Resulted in mass production of food

products at lower cost and consistent

characteristics.

FOOD

PRESERVATIVES

Classified into two main groups,

antioxidants that delay or prevent the

deterioration of foods by oxidative

materials and antimicrobial agents

that inhibit the growth of spoilage

and pathogenic microorganisms in

food.

PACKAGING Tinned products came to America in

1822 and allowed food to bestored

for long periods of time.  Some

packaging processes were developed

to enable Napoleon’s armies to carry

war to distant areas and remain well

fed.

PASTEURIZATION A partial sterilization accomplished

by raising milk to a temperature high

enough to destroy pathogenic

bacteria.  This process allows milk to

remain consumable for about 14 days

if refrigerated in closed containers.

TRANSPORTATION First, railroads and barges, then

ORIGIN & DEVELOPMENT :

The food production is a complex, global collective of

diverse businesses that together supply much of

the food energy consumed by the world population.

Only subsistence farmers, those who survive on what

they grow, can be considered outside of the scope of the

modern food industry.

The food industry includes:

Regulation: local, regional, national and international

rules and regulations for food production and sale,

including food quality and food safety, and

industry lobbying activities

Education : academic, vocational, consultancy

Research and development : food technology

Financial services  insurance, credit

Manufacturing : agrichemicals, seed, farm

machinery and supplies, agricultural construction, etc.

Agriculture : raising of crops and livestock, seafood

Food processing : preparation of fresh products for

market, manufacture of prepared food products

10

Event Explanation

IRRIGATION The use of some form of irrigation is

well documentedthroughout the

history of civilization. It has enabled

food production to occur in areas

previously too hostile for plants and

to counter the effects of drought.

INDUSTRIAL

REVOLUTION

Resulted in mass production of food

products at lower cost and consistent

characteristics.

FOOD

PRESERVATIVES

Classified into two main groups,

antioxidants that delay or prevent the

deterioration of foods by oxidative

materials and antimicrobial agents

that inhibit the growth of spoilage

and pathogenic microorganisms in

food.

PACKAGING Tinned products came to America in

1822 and allowed food to bestored

for long periods of time.  Some

packaging processes were developed

to enable Napoleon’s armies to carry

war to distant areas and remain well

fed.

PASTEURIZATION A partial sterilization accomplished

by raising milk to a temperature high

enough to destroy pathogenic

bacteria.  This process allows milk to

remain consumable for about 14 days

if refrigerated in closed containers.

TRANSPORTATION First, railroads and barges, then

Marketing : promotion of generic products (e.g. milk

board), new products, public opinion,

through advertising, packaging, public relations, etc.

Wholesale  and distribution:

warehousing, transportation, logistics

2. Growth and present of food

&beverage industry:

The growth story of the Indian beverage market:

The Indian beverage market offers hot options. So

Dabur, the pioneer and one of the market leaders in the

packaged fruit juices market, has recently launched a

new drink which is called “Real Burrst”. This drink is a

11

light fruit beverage with 4 flavors–MixedFruit,

CrispyApple, OrangeBytez,& MangoMania. 

      Real Burst is targeted towards consumers in the

Indian cities, Dabur says, and comes in a tetra pack

highlighting the”Lite and Refreshing” qualities of fruits.

All 4 variants will be made available in 1 liter and 200

ml packs priced at Rs. 65 and Rs. 15, respectively, and

would be made available everywhereinIndia.

      According to Dabur, the fruit beverages industry in

India now stands at Rs 1100 crores (approx. Euro 180

million) and the market has grown at the rate of 30%

where Dabur India, through the new launch Real Burrst,

is looking at establishingamarketshareof4-5%innext2-3

years.

      The 30%-growth rate is well-known figure also

from other FMCG-sectors in India. The FMCG industry

is set to grow 20-30% in 2009-10, up from 10-20% in

2008-09, as was reported recently by media quoting

consultants for the Indian market.

      The FMCG sector has grown consistently during the

last three to four years, reaching a size of US$ 25 billion

(Rs. 120,000 crore) at the retail level in 2008, FICCI,

the industry body, has recently said when lobbying for a

Goods & Services Tax which should replace the

multiple indirect taxes currently levied on FMCG

products. According to the market figures from FICCI,

the industry is poised to grow at 10-12% for the next 10

years to reach US$ 43 billion (Rs. 206,000 crore) by

2013 and US$ 74 billion (Rs. 355,000 crore) by 2018.

12

      Part of the industry of fast moving consumer goods

is also the beverage industry. The total beverage

industry in India is being estimated to grow at 17% this

year, according to experts. “Food and beverages

segment has not suffered despite the slowdown in the

economy. FMCG in our stores has done very well. In

fact, we registered 10-15% growth in this segment last

year,” said a spokesperson at Spencer’s Retail Ltd.

      Beverage majors like Coca Cola India, for example,

again reported growing sales, this time for the eleventh

consecutive quarter. Coca-Cola in India reported a solid

first quarter 2009 results not only despite a challenging

economic environment, but also with unit case volume

increasing by 31%, as was told by a Coca Cola India

spokesperson to media. And eight quarters out of the 11

quarters had a double-digit growth.

      To foreign observers of the market, these figures

might sound unbelievable, as Western markets are

saturated and have not seen such figures for long time.

But in India, various positive factors drive the beverage

markets. One is the rising number of people in the

middle class with extra money to spend on new

beverages like wine, new brands of imported whiskey,

or the fancy energy drinks, some of which are really

good to enable people to work longer, to listen longer

during conferences, and even to party longer and have

fun. Leader in this segment is Red Bull, but some other

good and very effective drinks – one even very healthy -

are already or soon entering the market.

      Another factor is the sheer size of the number of

people in India. Even the rural households, as long as

13

the monsoon is good, get purchasing power and can

participate in consumer markets. Where ever the

purchasing power is still not big enough, companies

offer smaller packs for Rs. 10 or Rs. 5, especially to be

seen in the snack market. Hot summers in India also

help a bit to sell beverages, but that phenomena we

know also from Texas or Italy.

Global growth of food and beverages

industry :

In its 2010 Food and Beverage Global Report, IMAP

Inc., a global merger and acquisition (M&A)

organization, details M&A transaction activity by

country and region during 2009, projections for 2010,

and the factors and trends that are contributing to the

industry's evolution and growth. A key finding of the

report is that the food and beverage industry has shown

resiliency during economic slowdowns. 

Cathy Jaros, an IMAP food and beverage advisor,

comments, "Historically, developed countries such as

the United States have been the largest producers of

manufactured food products. However IMAP advisers

have seen the longer-term trend, with China, Russia and

India increasing their production capacities.

Additionally, diets in developing countries are shifting

from staple foods rich in carbohydrates to more

expensive foods such as meat and dairy products. We

are seeing rising health consciousness and the increased

need for convenience, especially at home, driving

growth in the developed countries."

14

IMAP advisers expect that rising populations, favorable

demographics and increasing per capita income will

support growth in developing countries. IMAP advisers

also predict that recent droughts in some countries and

rising fossil fuel prices are likely to cause food scarcity,

which may force governments to intervene and acquire

more farmland and subsidize agriculture.

In the past half-century, the food and beverage industry

has blossomed from a collection of mom-and-pop

operations to a trillion-dollar powerhouse led by huge

international corporations. Familiar names like Coca-

Cola, Starbucks and McDonald's can be found in every

corner of the globe. The overarching theme dominating

the food and beverage industry is exploding global

demand and rapidly rising food prices. The breakneck

economic growth of countries such as China, India,

Brazil and Vietnam gives billions of people the ability

indulge in ways previously enjoyed only by those in

developed nations. A massive influx of consumers onto

the global food market has resulted in a rapid and

sustained increase in food prices, stoking global

inflation.

The related shift to ethanol and other bio-diesels in the

face of rapidly rising energy prices has only exacerbated

the world's food inflation headache. Although some

members of the food and beverage industry (primarily

farmers and agribusinesses) benefit from higher prices,

most corporations in the industry have seen their cost of

doing business increase, biting into profit margins.

These higher costs are passed, in part, onto consumers,

who find their discretionary spending restricted when

they must spend a larger chunk of their paycheck

at restaurants and grocery stores. So, just asoil

15

prices are a key economic indicator, so too are the

prices of key agricultural commodities such

as corn, wheat, andsoybeans.

Subsets of the Food and Beverage

Industry 

Farming 

The farming subset of the food and beverage industry

encompasses those businesses involved in the

production and collection of raw agricultural

commodities such as corn, wheat, soybeans and rice.

This portion of the food and beverage industry includes

seed producers such as Monsanto and Dupont as well as

agribusinesses such as ADM and closely held Cargill:

Farm Products:

Monsanto Company (MON)

DuPont (DD)

Syngenta AG (SYT)

Agribusiness:

Archer-Daniels-Midland Company (ADM)

Bunge (BG)

Corn Products International (CPO)

Smithfield Foods (SFD)

Tyson Foods (TSN)

16

Processing  This portion of the food and beverage industry is

dedicated to processing raw material foods into forms

that may be more easily distributed and sold to

consumers. Processed foods come in many different

forms but may be roughly divided into the following

subsets:

Food- Major Diversified:

Kraft Foods (KFT)

ConAgra Foods (CAG)

Sara Lee (SLE)

H.J. Heinz Company (HNZ)

Frito-Lay (PEP)

General Mills (GIS)

Kellogg Company (K)

Campbell Soup Company (CPB)

Beverages- Alcoholic & Non-Alcoholic:

Coca-Cola Company (KO)

Pepsico (PEP)

Anheuser-Busch Companies (BUD)

Molson Coors Brewing Company (TAP)

Cadbury Schweppes (CSG)

17

Confectioners:

Hershey Foods (HSY)

Cadbury Schweppes (CSG)

Distribution 

The companies engaged in the distribution subset of the

food and beverage industry are responsible for putting

finished or near-finished food products into the hands of

hungry consumers. Most broadly, there are two

channels through which corporations deliver processed

foods to their customers. On one hand, grocers and

supermarkets provide processed but unprepared food to

customers that they may then prepare in their homes.

On the other hand, the restaurant industry serves its

customers with fully prepared foods.

Grocers:

Kroger Company (KR)

Safeway (SWY)

SuperValu (SVU)

Whole Foods Market (WFMI)

Quick Service Restaurants:

McDonald's (MCD)

Yum! Brands (YUM)

Burger King Holdings (BKC)

18

Wendy's International (WEN)

Casual & Upscale Restaurants

Starbucks (SBUX)

Darden Restaurants (DRI)

Cheesecake Factory (CAKE)

Brinker International (EAT)

Trends & Forces 

Food Inflation 

% increase in prices of wheat, corn, soya and rice from

2005-2007[1]

19

Over the past decade the world has witnessed a drastic

rise in food prices. According to the World Bank, over

the past three years alone, global food prices have

increased over 80% These dramatic increases can be

attributed to the convergence of factors that has created

the perfect storm for food prices. Prime among these

factors is a world that is growing both more populous

and prosperous. New wealth in rapidly developing

nations such as China, India, Brazil and Vietnam is

allowing billions of people to increase their caloric

intake, increasing global demand and straining supplies.

Similarly in response to a more prosperous and

populous world, global energy prices have skyrocketed,

increasing input prices for food production. High energy

prices, in turn, have triggered a shift toward ethanol and

biodiesels which further increases the demand for crops

such as corn and soybeans. Finally, an increase in crop

shortages caused by "freak" weather occurrences such

as a 10 year drought in Australia and floods in south

Asian as well as pest outbreaks.

Rising Global Demand & Engel's Law 

Rising global demand is the driving force behind higher

food prices. More people in developing countries are

earning more money, lifting their standards of living. Of

course, the first step to a better standard of living is a

better diet. This trend was first codified by Ernst Engel,

a 19th-century German economist, as Engel's law in the

19th century. Engel's law says that as incomes increase,

people spend a smaller percentage of their incomes on

food — but they also switch from cheaper to more

expensive food. In other words the law calls for an

aggregate increase in food consumption as well as a

20

substitution of lower quality foods with higher quality

ones. Between 1990 and 2003, daily caloric

consumption per person increased from 2318 to 2773 in

India and from 2709 to 2940 in China. Though it may

not seem like much on its face, even a small average

increase among a population of 2.5 billion people

represents a large increase in overall demand.

Furthermore, a greater proportion of these calories are

coming from animal products like beef, chicken and

pork. Although it may seem counter-intuitive at first,

the move to meats puts further upward pressure on

agricultural prices because it takes about eight times as

much corn to produce the same number of calories from

meat as from bread.[4]

The Rising Cost of Carbon Energy 

Another important factor driving the increase in food

prices has been the rapid and sustained increase in fossil

fuel prices since the early 2000's. Higher energy prices

lead to higher food prices in two ways. First, fossil fuels

such as oil and natural gas are critical components of

fertilizers used to grow crops. For example, the price of

diammonium phosphate, a common fertilizer, is about

$1,200 a ton in the U.S., up from about $450 a ton a

year ago.[5] Additionally, fossil fuels provide most of the

energy needed for mechanized food production and

transport.

Ethanol  & Biodiesels

One of the chief causes of food-price inflation is new

demand for ethanol and biodiesel, which can be made

from corn, palm oil, sugar and other crops.

Skyrocketing carbon energy prices have made the

21

production of these biofuels much more economically

attractive. Because of this, farmers have diverted food

once meant for human consumption for toward the

production of biofuels such as ethanol. This trend is

particularly pronounced in the American heartland

where the U.S. government has enacted several

subsidies for the production of corn based ethanol to

ease its dependency on foreign oil producers. The rise

of biofuels packs a one-two punch for food prices. First,

foods diverted for biofuel product represent an

additional source of demand. Second, because

producing biofuels may increase other food prices

indirectly as farmers reduce acreage dedicated to crops

like wheat, rice and other staples in favor for

agricultural biofuel products.

PROMINENT FOOD COMPANIES :-

Nestlé  is the world's largest food and beverage

company.

PepsiCo  is the largest U.S.-based food and beverage

company.

Unilever  is an Anglo-Dutch company that owns many

of the world's consumer product brands in foods and

beverages.

22

Kraft  is apparently the world's second largest food

company, following its acquisition of Cadbury in 2010.

DuPont  and Monsanto Company are the leading

producers of pesticide, seeds, and other farming

products.

Both Archer Daniels Midland and Cargill process grain

into animal feed and a diverse group of products. ADM

also provides agricultural storage and transportation

services, while Cargill operates a finance wing.

Bunge Limited  is a global soybean exporter and is also

involved in food processing, grain trading, and

fertilizer.

Dole Food Company  is the world's largest fruit

company. Chiquita Brands International, another U.S.-

based fruit company, is the leading distributor of

bananas in the United States. Sunkist Growers,

Incorporated is a U.S.-based grower's cooperative.

23

JBS S.A.  is the world’s largest processor and marketer

of chicken, beef, and pork. Smithfield Foods is the

world's largest pork processor and hog producer.

Sysco Corporation , mainly catering to North America,

is one of the world's

largest food distributors.

General Mills  is the world's sixth biggest food

manufacturing company.

Group Bimbo  is one of the most important baking

companies in brand and trademark positioning, sales,

and production volume around the world.

Company Profile:-

“Rite Bite is a associate company of the well known

MNC, SKYLARK GROUP” Origin of organization:-

“RITE BITE “is catering service organized by “skylark

group”.

Skylark group provide many kinds of services to society

.the “rite bite “catering service is one of them.

About skylark group:

Skylark Group was formed in 1987 by Late Shri RC

Rao. It all began with a small company that provided

simple manpower guarding solutions. The company

soon picked up and started to get noticed by the then

24

major players in the industry. However, before the

company could flourish and expand business, it faced a

major setback with the demise of its founder Shri R C

Rao. It was his dream to take Skylark places but fate

had it differently. Realizing what Skylark meant to his

father Maj (Dr) T C Rao took over the reins in 2000

after serving in Indian Army for over 24 years. Since

the company managed to achieve huge success in its

formative years, the pressure to perform was high

considering that Dr. T C Rao was raw and as some put

it, "too naïve" for the industry. Taking everything in his

stride, Dr. T C Rao made significant changes to the

company and it is all because of his dynamic efforts and

business acumen, that the group is now known amongst

the biggest preferred Security & Urban Management

Solutions Providers in the nation. Skylark has

introduced numerous quality standards and more and

more new entrant companies look up to Skylark as their

role model in this fast growing industry. With Dr. Rao's

devoted efforts to maintain the strict company

standards, Skylark has managed to expand globally by

opening up offices in New York, Montreal, London and

Kathmandu.

Services:-  

facility management :-

Facilities Management Services involve an

effective combination of people, process and

tools to ensure that your infrastructure is always

up and running. Catering to the 24x7 service

demands of your infrastructure, we undertake

complete responsibility of ensuring availability

and performance of your Infrastructure. Our

25

services are backed by our immense domain

experience in providing products and services

to various industries. 

Technical Services General Electrical Maintenance

Plumbing

Carpentry

Operations & Maintenance of all installations

Breakdown Maintenance

Preventive Management

Power Management

Pump operators

Lift technicians / operators

Civil Maintenance

House Keeping Services

House Keeping Services

Front Office Management

Pest Control

Specialized Cleaning Services

Façade Cleaning

Water Tank Cleaning & Sterilization

Mechanized Sweeping

26

Security service:-

Skylark has been one of the pioneers in the Indian

Private Security Industry. Through the three decades of

its existence, Skylark has endeavored to provide the

best security solutions to its customers through

innovation, commitment to quality, training and strict

compliance to international standards. 

Skylark believes in continuously upgrading the quality

of our resources and infrastructure to support the ever-

changing customer requirements. The company has

grown into a "Total Security Solutions Provider" and

offers the following services:

Guarding

Security Audits & Consultancy

Antecedent Verification

Executive Protection

Electronic Security Solutions

Event Security Management

With over three decades of experience behind us, we

have been fortunate to serve various businesses. Our

rich experience has helped us in designing Customized

Security Solutions for the following sectors: 

Petroleum / Hydrocarbon / Pipeline

Chemical & Petrochemical

Power Plants

Ports

Telecom

27

Retail

Finance, Banking & Insurance

Information Technology

Health Care Facilities

Manufacturing & Warehousing

Entertainment

Hotel Industry

Highways O&M:-

Skylark Highway Solutions Ltd. with an

experience of managing 54 Toll Plazas and

Highway Stretches is India’s leading Toll &

Highway Management Company. With a pan

India Presence and a strong team of

Professionals we provide Customized Solutions

for the Infrastructure Industry. Our array of

Services Includes the following : 

Toll Operations

Toll Collection

Traffic management

Security

Liaison & PR

Incident Management

Route Patrolling

Ambulance Services

28

Crane and Breakdown Services

Fire Services

Road Safety

Road Maintenance

Road Maintenance

Road Property Maintenance

Electrical Maintenance

Horticulture

Mechanized/manual Cleaning of Highways

Thermoplastic Road marking

Road Maintenance

Road Maintenance

Road Property Maintenance

Electrical Maintenance

Horticulture

Mechanized/manual Cleaning of Highways

Thermoplastic Road marking

Solid Waste Management:- 

Steps to waste management

Collection of Waste

Segregation of Waste

Storage of Waste

29

Transportation of Waste

Processing of waste

Disposal of Waste

Step 1: Collection of Waste

Primary Collection: From Dumpsters/Bins located at

different locations at Airport premises, Airside, Visitor

Areas, Parking Areas etc.

Secondary Collection: The Waste would be collected

from the main dumping site and would be transported to

the nearest landfill site.

Step 2: Segregation of Waste

Community/Authority participation would be solicited

to ensure Segregation of waste.

Awareness Programs would be run for the staff and

management to ensure the user itself does Segregation

of waste.

Step 3: Storage of Waste

Bins are selected and designed on the basis of the waste

generated in the area

Bins are designed to stop exposure of waste to

atmosphere

Prohibits manual handling of garbage

Color coding of bins is done to ensure Segregation of

waste into recyclable and non-recyclable waste.

Step 4: Transportation of Waste

30

Primary Collection: Cycle Rickshaws, Tata Ace

Tippers, Auto tippers transports the waste through

dedicated and trained staff from Primary collection

points.

Secondary Collection: Collection of waste from

Dumpsters and transporting the waste to the Landfill

site through Refuse Compactor Vehicles & Hook

Lifters.

Step 5: Processing & Disposal of Waste

Classification of waste into Organic waste, Inorganic

waste, Toxic waste, Sewage, Sludge etc.

Processing of waste through Composting, Vermi-

Composting, Anaerobic Digestion, Pelletisation etc.

Disposal of Non-Recyclable waste to the landfill site.

Education:-

At Skylark School of Business and Technology (SSBT)

it is our endeavor to locally offer a global exposure and

be a nationally and internationally acclaimed leader

giving holistic education in the field of Business

Administration, Computer Sciences & Security. 

SSBT helps student realize high business value by

incorporating information strategy, business

collaboration, business integration and managing IT

risk, across the value chain of the enterprise. We are at

the forefront of building business and technology

solutions. 

We offer the following courses:

31

MBA (Industry Integrated)

BBA (Industry Integrated)

MCA (Master of Computer Application)

BCA (Bachelor of Computer Application)

Certificate Programs in Fire & Disaster Management

Certificate Programs to PBOR (DGR)

Certificate Programs in Toll Plaza Management, Route

Operations and Maintenance

Skylark management courses with specialization in

different areas prepare students to face the constantly

advancing corporate world and impart effective people-

management skills. It emphasizes not just in creating

good managers but also on improving and enhancing

existing skills while passing on managerial competence

to students. 

SSBT offers full time and part time Management

courses. Specialization is available in the areas of

marketing, international business, banking and financial

services, human resources, operation management, and

information technology. With its multi layered industry

interface, Skylark ensures that students are provided

practical orientation for succeeding in the corporate

world. 

32

Equipment Rental :-

We provide heavy earth moving equipment on rental

and contractual basis. We render expert services and

highly reliable equipment to our customers all across

the country. Our service is quick and easy. With strive

to provide total commitment, quality services and value

for money in the earthmoving, mining, crane and heavy

equipment segment. 

Foods and beverages:-

Skylark Group India's leading service provider is now

diversifying into food and beverages.  With a strong

team of over 22,000 professionals and a network of 45

offices we intend to play a major role in India's FMCG

sector. We believe in building excellent relationships

based on reliability and trust, and providing a great

customer service experience along with our

commitment towards high quality products. 

Company Profile:-

“Rite Bite is a leading company which delivers first

class food, designed around your needs. Our catering

services are the perfect blend of delicious food, creative

ideas and professional staff ”.

Our amazing selection of menus which capture the

flavours & colours of the seasons combined with

exceptional food selections provide you with a great

33

gourmet experience. With Rite Bite, you would be

delighted and inspired! And your guests or employees

captivated!

“Rite Bite is a leading company which delivers first

class food, designed around your needs. Our catering

services are the perfect blend of delicious food, creative

ideas and professional staff ”.

Our amazing selection of menus which capture the

flavours & colours of the seasons combined with

exceptional food selections provide you with a great

gourmet experience. With Rite Bite, you would be

delighted and inspired! And your guests or employees

captivated!

:- “Rite Bite” is a food & beverages company which is

a associate company of a well- prominent MNC group

that is “SKYLARK GROUP”.

Skylark food and beverages is the first catering

company in India to launch state of the art food trucks

under the brand name of Rite Bite. A state of the art

food trucks have been designed to serve international

cuisine. These trucks have been strategically placed at

IT Parks, SEZ, Industrial parks and institutional areas.

Our roadside bisro provides not only agourmet meal at

affordable price but also keeps in mind the requirement

of a balanced meal for the people on the go!

34

Our strength :- The strength of Rite Bite lies in its

qualified and highly dedicated team. Trained chefs with

international experience . Operation Managers from

leading hotel, food technologists and microbiologist

make our team strongest in the industry.

PRODUCTS :-

Corporate catering

Off premises catering

Outdoor catering

Special events

CORPORATE CATERING :- Rite Bite

offers total management of on-site catering allowing its

clients to concentrate on their core business. The

services include setting up kitchens at the clients’

premises , preparation of food, management of kitchen

staffs, maintenance of hygiene and cleanliness etc. Each

client provides adequate space and equipment for the

preparation.

Off premises catering :- The food is prepared

in our well equipped base kitchens under strict

supervision and toughest of hygienic conditions and

delivered to the respective sites in customized catering

vans.

35

Outdoor catering: - Also provides full range of

catering services for formal and personal parties,

functions and occasions. We also undertake theme

parties to make occasions more exciting and

memorable.

Special events:- When your business or

organization needs to feed different groups for special

events in non-traditional circumstances. Like the board

meetings , staff outings, visits by important delegations

and many more.

New product launching:-

An effective product launch can make a huge impact on

whether a product succeeds or fails in the marketplace.

Make sure you dramatically increase your launch

effectiveness with the product Launch Toolkit,

Templates and training.

The product launch toolkit includes everything you

need to maximize your launch and get the highest

possible revenues as a result. It includes a narrated

training seminar to teach you about every aspect of

product launches, as well as 20 templates, samples,

plans and more. Based on 200+ years of combined

experience on the 280 group team and dozens of

product launches, the toolkit teaches best practices and

gives you the tools, templates and training you need so

that you can.

Beat your revenue goals

Position your product strongly against competitors

36

Create maximum “buzz” with customers & the industry

Save time creating launch & planning documents

Learn best practices for product launches

Avoid costly (and possibly fatal) mistakes

Give your product the best possible chance of success

Leverage traditional and social media marketing

Create more compelling and effective launch

plans and execut them better

Get the executive buy-in and budget you need

Give your product the best possible chance for success

Leverage the learning and best practices from dozens of product

launches

Avoid common product launch pitfalls and mistakes

Save time

Learn everything you need to know about how to plan & execute a

great product launch

Eliminate the need to create your own plans and templates from

scratch

Easy to use click-and-type templates in Word, PowerPoint and

Excel format

Focus on content, not formatting

Fully customizable – add your own company logo, header and

footer information, etc.

37

Comprehensive toolkit includes every thing you

need to get started

Narrated on-demand training presentation

How to Plan & Execute a Successful Product Launch

The Value of a Well-Executed Launch

Types of Launches

Setting Goals

Critical Elements of a Successful Launch

Creating an effective marketing mix

Utilizing social media such as Face book, LinkedIn, Twitter and

YouTube

Choosing which marketing program to use

Calculating your launch return on investment (ROI)

Templates

For the most common product launch plan documents(20 templates

included in MS Office formats- many with modern, plain and

professional design options)

Product Launch Plan Template

Product Launch Timeline Generator (basic for Excel

2003/2007 – automatically generate the entire schedule

and all critical tasks by just entering the start date in

Excel 2010.)

Competitive Product Comparison

Press Release Background Document

38

Press Release

Press Kit Checklist

Product Overview One Pager

Features & Benefits

Product Launch Checklist

Product Launch Marketing ROI Calculator

Product Launch Marketing Budget

Collateral & Sales Tools Checklist

Competitive Feature Matrix

SWOT Analysis

Online Advertising ROI Calculator

Positioning Statement & Matrices

Press & Analyst Presentation

Customer Presentation Template

Launch Marketing Budget Worksheet

Preformatted, well-thought out templates allow you to

plan and create your product launch documents quickly

and easily.

39

New product development :-

In business and engineering, new product

development (NPD) is the term used to describe the

complete process of bringing a new product to market.

A product is a set of benefits offered for exchange and

can be tangible (that is, something physical you can

touch) or intangible (like a service, experience, or

belief). There are two parallel paths involved in the

NPD process: one involves the idea generation, product

design and detail engineering; the other involves market

research and marketing analysis. Companies typically

see new product development as the first stage in

generating and commercializing new products within

the overall strategic process of product life cycle

management used to maintain or grow their market

share.

Contents :-

The process

Fuzzy front end

NPD organizations

NPD strategies

Related fields

40

The process:-

Idea Generation is often called the "fuzzy front end" of

the NPD process

Ideas for new products can be obtained from basic

research using a SWOT analysis (Strengths,

Weaknesses, Opportunities & Threats), Market and

consumer trends, company's R&D department,

competitors, focus groups, employees, salespeople,

corporate spies, trade shows, or Ethnographic discovery

methods (searching for user patterns and habits) may

also be used to get an insight into new product lines or

product features.

Lots of ideas are being generated about the new

product. Out of these ideas many ideas are being

implemented. The ideas use to generate in many forms

and their generating places are also various. Many

reasons are responsible for generation of an idea.

41

Idea Generation or Brainstorming of new product,

service, or store concepts - idea generation techniques

can begin when you have done your OPPORTUNITY

ANALYSIS to support your ideas in the Idea

Screening Phase (shown in the next development step).

Idea Screening

The object is to eliminate unsound concepts prior to

devoting resources to them.

The screeners should ask several questions:

Will the customer in the target market benefit from the

product?

What is the size and growth forecasts of the market

segment/target market?

What is the current or expected competitive pressure for

the product idea?

What are the industry sales and market trends the

product idea is based on?

Is it technically feasible to manufacture the product?

Will the product be profitable when manufactured and

delivered to the customer at the target price?

Concept Development and Testing

Develop the marketing and engineering details

42

Investigate intellectual property issues and

search patent data bases

Who is the target market and who is the decision maker

in the purchasing process?

What product features must the product incorporate?

What benefits will the product provide?

How will consumers react to the product?

How will the product be produced most cost

effectively?

Prove feasibility through virtual computer aided

rendering, and rapid prototyping

What will it cost to produce it?

Testing the Concept by asking a sample of prospective

customers what they think of the idea. Usually

via Choice Modeling.

Business Analysis

Estimate likely selling price based upon competition

and customer feedback

Estimate sales volume based upon size of market and

such tools as the Fourt-Woodlock equation

Estimate profitability and break-even point

43

Beta Testing and Market Testing

Produce a physical prototype or mock-up

Test the product (and its packaging) in typical usage

situations

Conduct focus group customer interviews or introduce

at trade show

Make adjustments where necessary

Produce an initial run of the product and sell it in a test

market area to determine customer acceptance

Technical Implementation

o New program initiation

o Finalize Quality management system

o Resource  estimation

o Requirement publication

o Publish technical communications such as data sheets

o Engineering  operations planning

o Department scheduling

44

o Supplier collaboration

o Logistics  plan

o Resource plan publication

o Program review and monitoring

o Contingencies - what-if planning

Commercialization o Launch the product

o Produce and place advertisements and other promotions

o Fill the distribution pipeline with product

o Critical path analysis  is most useful at this stage

New Product Pricingo Impact of new product on the entire product portfolio

o Value Analysis (internal & external)

o Competition and alternative competitive technologies

o Differing value segments (price, value, and need)

o Product Costs (fixed & variable)

o Forecast of unit volumes, revenue, and profit

45

These steps may be iterated as needed. Some steps may

be eliminated. To reduce the time that the NPD process

takes, many companies are completing several steps at

the same time (referred to as concurrent

engineering or time to market). Most industry leaders

see new product development as a proactive process

where resources are allocated to identify market

changes and seize upon new product opportunities

before they occur (in contrast to a reactive strategy in

which nothing is done until problems occur or the

competitor introduces an innovation). Many industry

leaders see new product development as an ongoing

process (referred to as continuous development) in

which the entire organization is always looking for

opportunities.

For the more innovative products indicated on the

diagram above, great amounts of uncertainty and

change may exist, which makes it difficult or

impossible to plan the complete product before starting

it. In this case, a more flexible approach may be

advisable.

Because the NPD process typically requires both

engineering and marketing expertise, cross-functional

teams are a common way of organizing products. The

team is responsible for all aspects of the product, from

initial idea generation to final commercialization, and

they usually report to senior management (often to a

vice president or Program Manager). In those industries

where products are technically complex, development

research is typically expensive, and product life cycles

46

are relatively short, strategic alliances among several

organizations helps to spread the costs, provide access

to a wider skill set, and speeds the overall process.

Also, notice that because engineering and marketing

expertise are usually both critical to the process,

choosing an appropriate blend of the two is important.

Observe (for example, by looking at the See

also or References sections below) that this article is

slanted more toward the marketing side. For more of an

engineering slant, see the Ulrich and Eppinger, Ullman

references below.

People respond to new products in different ways. The

adoption of a new technology can be analyzed using a

variety of diffusion theories such as the Diffusion of

innovations theory.

A new product pricing process is important to reduce

risk and increase confidence in the pricing and

marketing decisions to be made. Bernstein and Macias

describe an integrated process that breaks down the

complex task of new product pricing into manageable

elements.

The Path to Developing Successful New

Products points out three key processes that can play

critical role in product development: Talk to the

customer, Nurture a product culture, and Keep it

focused.

47

Fuzzy front end :-

The Fuzzy Front End is the messy "getting ended"

period of new product engineering development

processes. It is in the front end where the organization

formulates a concept of the product to be developed and

decides whether or not to invest resources in the further

development of an idea. It is the phase between first

consideration of an opportunity and when it is judged

ready to enter the structured development process (Kim

and Wilemon, 2002; Koen et al., 2001). It includes all

activities from the search for new opportunities through

48

the formation of a germ of an idea to the development

of a precise concept. The Fuzzy Front End ends when

an organization approves and begins formal

development of the concept.

Although the Fuzzy Front End may not be an expensive

part of product development, it can consume 50% of

development time (see Chapter 3 of the Smith and

Reinertsen reference below), and it is where major

commitments are typically made involving time,

money, and the product’s nature, thus setting the course

for the entire product and final end product.

Consequently, this phase should be considered as an

essential part of development rather than something that

happens “before development,” and its cycle time

should be included in the total development cycle time.

Koen et al. (2001, pp. 47–51) distinguish five different

front-end elements (not necessarily in a particular

order):

Opportunity Identification

Opportunity Analysis

Idea Genesis

Idea Selection

Concept and Technology Development

The first element is the opportunity identification. In

this element, large or incremental business and

technological chances are identified in a more or less

structured way. Using the guidelines established here,

resources will eventually be allocated to new

products.... which then lead to a structured NPPD (New

Product & Process Development) strategy. The second

49

element is the opportunity analysis. It is done to

translate the identified opportunities into implications

for the business and technology specific context of the

company. Here extensive efforts may be made to align

ideas to target customer groups and do market studies

and/or technical trials and research. The third element is

the idea genesis, which is described as evolutionary and

iterative process progressing from birth to maturation of

the opportunity into a tangible idea. The process of the

idea genesis can be made internally or come from

outside inputs, e.g. a supplier offering a new

material/technology, or from a customer with an

unusual request. The fourth element is the idea

selection. Its purpose is to choose whether to pursue an

idea by analyzing its potential business value. The fifth

element is the concept and technology development.

During this part of the front-end, the business case is

developed based on estimates of the total available

market, customer needs, investment requirements, and

competition analysis and product uncertainty. Some

organizations consider this to be the first stage of the

NPPD process (i.e., Stage 0).

The Fuzzy Front End is also described in literature as

"Front End of Innovation", "Phase 0", "Stage 0" or "Pre-

Product-Activities".

A universally acceptable definition for Fuzzy Front End

or a dominant framework has not been developed so

far. In a glossary of PDMA, it is mentioned that the

Fuzzy Front End generally consists of three tasks:

strategic planning, concept generation, and, especially,

pre-technical evaluation. These activities are often

chaotic, unpredictable, and unstructured. In comparison,

the subsequent new product development process is

50

typically structured, predictable, and formal. The

term Fuzzy Front End was first popularized by Smith

and Reinertsen (1991) R.G.Cooper (1988) describes the

early stages of NPPD as a four step process in which

ideas are generated (I), subjected to a preliminary

technical and market assessment(II) and merged to

coherent product concepts(III) which are finally judged

for their fit with existing product strategies and

portfolios (IV). In a more recent paper, Cooper and

Edgett (2008) affirm that vital predevelopment activities

include:

Preliminary market assessment.

Technical assessment.

Source-of-supply- assessment: suppliers and partners or

alliances.

Market research: market size and segmentation analysis,

VOC (voice of the customer) research.

Product concept testing

Value-to-the customer assessment

Product definition

Business and financial analysis.

These activities yield vital information to make a

Go/No-Go to Development decision.

In the in-depth study by Khorana and Rosenthal front-

end activities include:

product strategy formulation and communication,

opportunity identification and assessment,

idea generation,

51

product definition,

product planning, and

Executive reviews.

Economical analysis, benchmarking of competitive

products, and modeling and prototyping are also

important activities during the front-end activities.

The outcomes of FFE are the

mission statement

Customer needs

Details of the selected concept

Product definition and specifications

Economic analysis of the product

The development schedule

Product staffing and the budget, and a

Business plan aligned with corporate strategy.

In a paper by Hosing, Kohn and Haskell (2005) was

proposed a conceptual model of Front-End Process

which includes early Phases of Innovation Process. This

model is structured in three phases and three gates:

Phase 1: Environmental screening or opportunity

identification stage in which external changes will be

analyzed and translated into potential business

opportunities.

Phase 2: Preliminary definition of an idea or concept.

52

Phase 3: Detailed product, product or concept

definition, and Business planning.

The gates are:

Opportunity screening;

Idea evaluation;

Go/No-Go for development.

The final gate leads to a dedicated new product

development product. Many professionals and

academics consider that the general features of Fuzzy

Front End (fuzziness, ambiguity, and uncertainty) make

it difficult to see the FFE as a structured process, but

rather as a set of interdependent activities( e.g. Kim and

Wildman, 2002). However, Hosing et al., 2005 [10]

argue that front-end not need to be fuzzy, but can be

handled in a structured manner. Peter Koon argues that

in the FFE for incremental, platform and radical

products, three separate strategies and processes are

typically involved.[The traditional Stage Gate (TM)

process was designed for incremental product

development, namely for a single product. The FFE for

developing a new platform must start out with a

strategic vision of where the company wants to develop

products and this will lead to a family of products.

Products for breakthrough products start out with a

similar strategic vision, but are associated with

technologies which require new discoveries. It is worth

mentioning what are incremental, platform and

breakthrough products. Incremental products are

considered to be cost reductions, improvements to

existing product lines, additions to existing platforms

53

and repositioning of existing products introduced in

markets. Breakthrough products are new to the

company or new to the world and offer a 5-10 times or

greater improvement in performance combined with a

30-50% or greater reduction in costs. Platform

products establish a basic architecture for a next

generation product or process and are substantially

larger in scope and resources than incremental products.

NPD organizations:-

Product Development and Management

Association (PDMA)

Association of International Product Marketing &

Management

NPD strategies :- Design for six sigma

Flexible product development

Quality function deployment

Stage-Gate model

User-centered design

54

RESEARCH METHODOLOGY

TITLE:

To Study “NEW PRODUCT LAUNCHING.

TITLE JUSTIFICATION:

The above title is self explanatory. The study deals

mainly with studying the buying a new product with a

special focus on RITE BITE ROAD SIDE BISTRO. The

various segments of the markets divided in terms of

Needs & satisfaction will also studied.

OBJECTIVE

Main objective of the research is to have an analysis of

food and beverages industry in Gurgaon . To

accomplish this objective it has been divided into five.

To determine reasons behind opting for a new product.

To know the most preferred priority.

To determine customers perception for a new product.

To determine the feedback after servicing .

To study the types of benefits provided by other food

and beverages company.

SCOPE OF THE STUDY

55

A big boom has been witnessed in food and beverages

Industry in recent times. A large number of new players

have entered the market and are trying to gain market

share in this rapidly improving market. The study deals

with reliance in focus and the various segments that it

caters to. The study then goes on to evaluate and

analyze the findings so as to present a clear picture of

trends in the Industry.

SIGNIFICANCE TO THE

INDUSTRY:

This is a limited study which takes into consideration

the responses of 1000 people. This data can be

explorated to take in the trends across the industry. The

significance for the industry lies in studying these trends

that emerge from the study. It is a rapidly changing and

evolving industry. People are only beginning to wake

up to its vast possibilities. A study like this can attempt

to guide the future of the industry based on current

trends.

SIGNIFICANE FOR THE

RESEARCHER

To facilitate and provide useful information for the

study of the company and the in food and beverages

industry and also provide recommendations for RITE

BITE ROADSIDE BISTRO.

RESEARCH DESIGN

56

NON-PROBABILITY

EXPLORATORY & DISCRIPTIVE

EXPERIMENTAL RESEARCH

The research is primarily both exploratory as well as

descriptive in nature. The sources of information are

both primary & secondary.

A well-structured questionnaire was prepared and

personal interviews were conducted to collect the

customer’s perception and buying behavior, through

this questionnaire.

SAMPLINGMETHODOLOGY

Sampling Technique:

Initially, a rough draft was prepared keeping in mind the

objective of the research. A pilot study was done in

order to know the accuracy of the Questionnaire. The

final Questionnaire was arrived only after certain

important changes were done. Thus my sampling came

out to be judemental and convinent

Sampling Unit:

The respondents who were asked to fill out

questionnaires are the sampling units. These comprise

of employees of MNCs, Govt. Employees, Self

Employed etc.

Sample size:

The sample size was restricted to only 1000, which

comprised of mainly peoples from different regions of

Gurgaon due to time constraints.

57

Sampling Area:The area of the research was Gurgaon,

India.

LIMITATIONS :-

58

The research is confined to a certain parts of Gurgaon

and does not necessarily shows a pattern applicable to

all of Country.

Some respondents were reluctant to divulge personal

information which can affect the validity of all

responses.

In a rapidly changing industry, analysis on one day or in

one segment can change very quickly. The

environmental changes are vital to be considered in

order to assimilate the findings.

DATA ANALYSIS &

INTERPRETATION

59

RESPONSE NO.

OF

RESP

OND

ENTS

SHAE

(%)

Yes 70 70%

No 30 30%

Total 100 100%

INTERPRETATION

Of the sample size of 100 surveyed respondents 70% of

the respondents are satisfied.

30% of the respondents are either not tried or prefer to

home food.

FINDINGS & CONCLUSIONS

60

As the people think that food is very necessary to

survive. They are aware of the fact & realizing its

importance & quality.

The entrance of private players will increase the

competition and it would be a tough task to secure a

good position in market.

Since Rite Bite is a associate company of a well-known

MNC SKYLARK GROUP with several companies’ &

its products are fulfilling customer,s needs, it should be

easy for them to penetrate into the market and secure a

good position if they pay greater attention to the service

part provided to their customer and thereby forming a

long and trusted relationship.

As seen from the survey that at present 70% of the

customer are satisfied with the product. So it can be a

good potential for the company and they should make

an attempt to trap these customers.

APPENDICES

61

QUESTIONNAIRE

Name of the person: __________________________

Contact no.: ______________________

Place: _____________

Time: ____________________

Please answer the following questions with rating of 1-

10 with 1 being the lowest and 10 highest:

How would you rate the overall condition of the foods

provided to you?

How was the product from hygienic point of view?

How would you estimate the conditions of the food

provide to you?

How was the quality of the food and beverages offered?

How prompt was the service at the dining section?

How would you rate the variety of the menu offered?

How would you rate the overall quality of the service?

How would you rate the responsiveness, courtesy and

friendliness of our staff?

How would you rate our company in terms of providing

leisure and comfort?

62

Where from you got to know about our company?

o From newspaper

o From advertisements in media

o From a friend

o From other sources. Please specify.

Will you refer our products to any of your friends or

relatives?

o Definitely Yes

o May be

o Never

BIBLIOGRAPHY

63

WEBSITES REFERRED

www.skylarkworld.com www.google.com www.skylarkfnb.com www.timesofindia.com

64