SUMMER INTERNSHIP PROJECT ON

RETAIL DETAILING

Submitted in the Partial fulfilment for the requirements ofPost Graduate Diploma in Business Management(PGDM)

Submitted to: - Submitted by:-Mr. Prashant Raj Singh Vaibhav DixitMARKETING MANAGERPGDM (Gen) 119 Batch- 2014 to 2016

CERTIFICATE

This is to certify tha the project work done on RETAIL DETAILING is an original work carried out by Mr. Vaibhav Dixit under my supervision and guidance. The project report is submitted towards the partial fulfillment of two year, full time Post Graduate Diploma in Management.This work has not been submitted anywhere else for any other degree/diploma. The work was carried out from 12th May 2015 TO 11th July 2015.

Internal Mentor External Mentor

STUDENT DECLARATION

I hereby declare that project report entitled

RETAIL DETAILING

Submitted in partial fulfilment of the requirement for the award of degree inPOST GRADUATE DIPLOMA IN MANAGEMENTTo JIMS Kalkaji New Delhi is my original

Vaibhav Dixit

CONTENTS

1. INTRODUCTION OF INDUSTRYa) FMCG Industry in INDIA...................................................1b) Industry Classification.......................................................2c) Market Distribution.........................................................3-5d) How some of the drivers affect FMCG sales.....................6e) Growth and Future.........................................................7-82. INTRODUCTION OF PROJECT..............................................9-11a) Objective of the Project.......12b) Limitations of the Project.................................................13.3. COMPANY PROFILEa) Origin...........................................................................14-15b) Future Plans......................................................................16c) Sales Team Reporting Hierarchy.......................................17d) Products and Services..................................................18-20e) Competitors........................................................................21f) Marketing Mix (4P)........................................................22-244. RESEARCH METHODOLOGY.....................................................25a) Research Design.................................................................26b) Analysis Techniques and Sampling Method..................27-285. ANALYSIS................................................................................29-40 6. VISITING FREQUENCY OF DISTRIBUTORS OF VARIOUS COMPANIES.....417. SWOT ANALYSIS...............................................................................42-438. FINDINGS.................................................................................................449. SUGGESTIONS...................................................................................45-4611. PORTERS FIVE FORCES MODEL.................................................47-4810. RECOMMENDATIONS..........................................................................4912. CONCLUSION........................................................................................5013. BIBLIOGRAPHY....................................................................................5114. APPENDICES......................................................................................52-62

ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible.I would like to take the opportunity to thank and express my deep sense of gratitude to my corporate mentor Mr. Prashant Raj Singh and my Faculty mentor Ms. Sanjeela Mathur.I am also grateful to Mr. Pankaj Upadhyaya and Mr.Akash Yadav who in spite of busy schedule have co-operated with me continuously and indeed, their valuable contribution for providing their valuable guidance at all stages of the study, their advice, constructive suggestions have been certainly indispensable for my project work.I owe my wholehearted thanks and appreciation to the entire staff of the company for their cooperation and assistance during the course of my project.I hope that I can build upon the experience and knowledge that I have gained. Finally I am greatly indebted to my parents continuous encouragement, without which it would have not been possible to complete the project.

EXECUTIVE SUMMARY

Progress is a continuous process. It is relative and absolute. We cannot stop at a certain destination and declare that target has been achieved and we need not to go further.In this new are all the countries & their companies are trying their best to improve economic growth. This trend has created a very complex & competitive environment in the field of business, trend & win the race a new system of management is much needed. To fulfil this need a new field of modern science has developed very fast i.e. Post Graduate Diploma in Management. In this curriculum there are several phases, which have to be covered & compelled properly.At the completion of the second semester of PGDM I got opportunity to gather particular knowledge about each and every aspect of market. It could be in related fields viz. Human Resource Management, Marketing or Finance as per their specialization in the course. It is important because it provides the students about the practical knowledge of the field, which is very essential beside the theoretical knowledge.The experience that I have gathered during this period has certainly provided me with an orientation which, I believe, will help me to shoulder my assignment successfully in near future. During this period, I have collected all the information of RETAIL DETAILING through a research at rural areas in KANPUR. On the basis of my training program, I have tried my best to arrange my work in symmetric way. However to cover the detailed information in such a short period was not possible. Despite the inherent shortcomings of the study, a genuine attempt was made on my part see that the study was carried out in the right respective.