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SUMMER INTERNSHIPOnMarket research on general trade and modern tradeByPrachi SinhaA0102215009MBA Class of 2017Under the Supervision of

Mr. Rajeev GuptaAssistant ProfessorAmity Business School

In Partial Fulfilment of the Requirements for the Degree of Master of Business Administration Marketing & SalesAt

AMITY BUSINESS SCHOOLAMITY UNIVERSITY UTTAR PRADESHSECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

DECLARATION

Marketing research on general trade and modern trade (FCEL- Chandigarh region)I declare(a) That the work presented for assessment in this summer internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.(b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.(c) The Plagiarism in the report is __________ % ( permissible limit is 15 % ) Date:

Prachi Sinha A0102215009 MBA M&S (Class of 2017)

CERTIFICATE

This is to certify that Prachi Sinha student of Masters of Business Administration M&S at Amity Business School; Amity University Uttar Pradesh has completed the summer internship Report on Marketing research on general trade and modern trade (FCEL- Chandigarh region) under my guidance.The report has been checked for Plagiarism and is within limits of acceptance.

Rajeev Gupta Assistant ProfessorAmity Business School

ACKNOWLEDGEMENT

As a part of our course curriculum, I had to do 6 weeks long summer internship to get the right exposure to the practical aspects of MBA. I got an opportunity to work upon this project entitled Marketing research n general trade and modern trade (FCEL- Chandigarh region)I have made efforts in this project, however, it would not have been possible without the kind support and help of many individuals. I am glad to extend my heartiest thanks to everybody who helped me through the successful completion of my project, which has been a great source of learning and experience for me.I am thankful to the people who spared their precious time for carrying out the surveys and providing relevant information.I am highly indebted to my faculty guide Mr. Rajeev Gupta and my industry guide Mr. Inderpreet Sodhi for their constant supervision as well as for providing necessary information regarding this project.My special gratitude and thanks to my dear parents for giving me so much attention and motivation.

Students SignaturePrachi SinhaDate:

TABLE OF CONTENTS1. Introduction................................................................................................ ......................72. Literature Review.103. Research Methodology133.1 Research design........133.2 Objective of the study......13 3.3 Data collection......133.4 Method of collecting information....143.5 Sampling technique.......143.6 Time duration........14

4. Data Analysis and Interpretation154.1 Analysis on retailers.......................................................................................................154.2 Analysis on bodywash...................................................................................................204.3 Analysis on hand sanitiser..............................................................................................24 5. Findings ......295.1 Retailers..........................................................................................................................295.2 Body wash......................................................................................................................315.3 Hand sanitiser.................................................................................................................32

6. Conclusions & Recommendations.346.1 Retailers............................................................................................................................346.2 Body wash.........................................................................................................................376.3 Hand sanitiser...................................................................................................................39

7. References ........418. Annexure...42

ABSTRACTIn case of various retailers there are many of them that has a huge presence in general trade and modern trade, the question arise that what is a general trade and modern trade? In retail sector a general trade is an unorganized store layout whereas a modern trade involves stores which comprise of hyper store and supermarket is an organized store where consumers can get a large variety of products and various brands, which might not be available in general stores. FMCGs try to manage the retailers for improving efficiency and availability of their products.The aim of the study is to analyze the market f Chandigarh and find out the level of awareness and acceptability for specific products of KARA like bodywash and hand sanitier, therefore the objective is to analyze and find out ways to reduce bottlenecks found in the marketing and distribution of these products and how the company can manage and maintain relationships with the retailers.

CHAPTER 1INTRODUCTION

The Research titles Market Research on general trade, and modern trade. It has been observed that about 30-40% of the revenue is generated through general and modern trade, so FMCGs try their level best to attract and retain the retailers to sell their products, because the companies understand the importance of modern and general trade channels of distribution. Companies like Hindustan Unilever, GlaxoSmithkline Consumer Healthcare (GSKCH), Godrej Consumer Products (GCPL), Dabur,Nestleand other FMCGs alwaysare focusing on designing initiatives for increasing returns from such trade channels, which includes hypermarkets and supermarkets. From in-store promotional activities and unique retail package offerings to training and developing a specialised team for modern trade, FMCG companies are leaving no stone unturned. People have become more aware, more digitised, and more innovative and companies have to match their offerings with peoples pace for long running in the market. Another very important feature of these members of supply chain is that they are the ones who interact with the customers, and understand them in a better way, so this feature can be used by the company for consumer research and understanding their target market in a better way. The research will help is giving insights as to what are the main factors that the retailers consider before accepting the companys products and what should the company provide from their end, so that there exists a win-win situation for both the parties. The retailers are henceforth a very important member in a supply chain from the point of view of a consumer durable manufacturer. So this research will help the companies in dealing with the retailers in a better and amicable way. Another importance of the retail distribution system is that from the basis of the characteristics of the products the companies can distribute the product, like in case of a premium product, hypermarkets are the best place. FMCG companies find it easier to manage sales at the point-of-purchase because of effective inventory management systems that characterise the modern format. It is easier for a company to introduce a new product through a large retail chain having national presence. It can give the initial visibility support that can translate into sales, says Purunendu Kumar, associate vice-president (retail and consumer goods), Technopak KSAKumar.Business to business is another important segment from the point of view of an FMCG company, as the company has to deal with other companies as well apart from the distributors and consumers for future growth prospects and for increasing its market base. Kara a well known brand under Future Consumer Enterprise Limited deals with various beauty salons, car showrooms, hotels, etc. and these form their target business opportunity. So a company has to design a strategy for promoting their brand not only for the sake of informing the customers but also to convert the point of purchase into sales, basically generating sales revenue. Karas core competency is asked to a layman would be wipes and so considering wipes as its core product, if the company decides to tap the beauty salons and ask them to buy their wipes for their utility is a business to business strategy adopted by Kara. Hence fmcgs understand the importance of b2b so they tend to make their product in such a way that businesses can also use them for their need. When businesses are the target customers, fmcgs has to design the marketing strategy likewise. And this research will help in providing points and areas where an fmcg can tap a business; the research will provide the strategy that can be developed for the same. For this purpose a case study on Karas (FCEL) general trade, modern trade and business to business marketing strategy will be taken into consideration.Purpose of the study:1. To find out the factors which the retailers consider before buying products from the manufacturers2. To find out the preference of the consumers in relation to Karas hand sanitiser and body-wash3. To find out ways to promote Karas caremate sanitiser and thinkskin bodywash to increase its market share4. To assess and find out the best ways for popularising newly launched products.

ABOUT THE COMPANY (FCEL) FCEL is one of the first sourcing to supermarket Foo