euro summer internship

7/23/2019 Euro Summer Internship

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Euro India Fresh Foods Pvt. Ltd. 1

Som-Lalit Institute of Management Studies (SLIMS)

A

SUMMER TRAINING

PROJECT REPORT

ON

Brand positioning

Euro india fresh foods Pvt.ltd

SUBMITTED BY:

Anmol Ahir - 03

PGDM (FINANCE)

(2013-2015)

SOM-LALIT INSTITUTE OF MANAGEMENT STUDIES


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DECLARATION

I Anmol Ahir hereby declare that the project titled " A project on BRAND

POSITIONING" during the academic year 2013-2014. The project has been

submitted to Som-Lalit Institute Of Management Studies. This is my real work

and has not been submitted to any other university or institute towards the award

of any degree.

Yours faithfully,

ANMOL AHIR


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PREFACE

Summer internship offers the opportunity to work closely with professionals in

the field, and to develop knowledge, competencies, and experience related

directly to your career goals. If managed correctly, internship will lead to new

contacts, mentors and references. With recommendations in hand form business

relationship developed during summer internship, securing a job becomes that

much easier.

The competition is greater now that many candidates have more relevant

experience; the more prepared a candidate is, the better their chances of

success.


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ACKNOWLEDGEMENT

I am very proud to be the part of Euro India Fresh Foods Pvt. Ltd. For

preparing my project report on it.

Many people have made their contribution in making this project a success. I

am thankful to all of them.

I express my gratitude Mr. Manharbhai Sanspara the CMD of Euro India

Fresh Foods Pvt. Ltd and Mr. Sailesh Maniyar Marketing Manager of Euro

India Fresh Foods Pvt. Ltd in making my work successful.

Then I express my gratitude to Prof. Harishmita Trivedi for her great help in

making this project report.

Last but not least I am also thankful to Euro India Fresh Foods Pvt. Ltd.

for their co-operation to me during my internship. I must thank them for

their kind support and their attention as well as guidance. I have learnt many

things from them and their unit. I express my gratitude towards all the

persons who directly or indirectly supported me in preparing this report.

Anmol Ahir


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Table of Content

EXECUTIVE SUMMARY ................................................................................................ 6

INDUSTRY OVERVIEW................................................................................................ 7

INTRODUCTION .............................................................................................................. 9

COMPANY PROFILE ..................................................................................................... 10

ORGANIZATION HISTORY .......................................................................................... 11

TOP MANAGEMENT ..................................................................................................... 12

CORPORATE GOALS AND OBJECTIVES .................................................................. 14

MANAGEMENT AND PRODUCT MANUFACTURING ............................................ 15

ORGANIZATION CHART.............................................................................................. 18

TIME KEEPING SYSTEM .............................................................................................. 19SWOT ANALYSIS .......................................................................................................... 24

THE 7 S FRAMEWORK................................................................................................ 28

PORTERS 5FORCE MODEL: ...................................................................................... 35

FACILITIES GIVEN TO THE EMPLOYEES ................................................................ 38

PRODUCTS OF THE COMPANY .................................................................................. 39

ABOUT THE COMPANY: .............................................................................................. 43

INTRODUCTION TO THE PROJECT ........................................................................... 44

ORGANIZATION STRUCTURE FOR MARKETING .................................................. 45MARKETING STRATEGIES.......................................................................................... 46

MARKETING RESEARCH ............................................................................................. 49

RESEARCH METHODOLOGY...................................................................................... 54

FINDINGS AND RECOMMENDATIONS..................................................................... 71

RECOMMENDATION .................................................................................................... 72

CONCLUSION ................................................................................................................. 73

Bibliography ..................................................................................................................... 74


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EXECUTIVE SUMMARY

Euro India Fresh Foods Pvt. Ltd an ISO 22000:2005 Certified

Organization is swiftly capturing the market and soon becoming a leading

FMCG Company manufacturing Extruded Snacks, Mineral Water & Fruit

Juices.

Its product portfolio includes 13 brands that are all set to hit the market and

make everyone go gaga over it. It comprises of Snacks Food like Potato

Chips, Fried and Baked Extruded Products, Namkeen, Cookies, Juices andMineral Water manufactured with a State of the art Technology & secret

recipe.

Marketing is a societal process by which individuals and groups obtain what

they need and want through creating, offering and freely exchanging

products and services of value with others. In EURO INDIA FRESH

FOODS PVT. LTD. marketing has also vital importance. Its marketing

department is very systematic the marketing manager is very hard working

and experienced person. He operates marketing department and all the

marketing activities of EURO INDIA FRESH FOODS PVT. LTD.

The objective of the study is to check the awareness regarding the brand

EURO in the market, to study its demand in the market and to study what

the company is doing to build and develop the brand strategy by listing out

how, when, and what are they going to do to accomplish and meet those

brand objectives.


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INDUSTRY OVERVIEW

Indian snacks market is experiencing rising demand due to various driving

factors which in turn is providing immense opportunities to manufacturers togrow and operate in the market lucratively. The Indian snacks industry has

witnessed several changes since 1995. In the initial years, the market was

dominated by two players traditional snacks player Haldiram and Uncle

Chips manufacturer Amrit Agro. Later on, with the entry of global beverage

and snacks player PepsiCo, the market dynamics changed completely. Now,

the market is dominated by PepsiCo with its wide range of product portfolio.

The other major players include Parle Agro, ITC, Parle Products, EURO

INDIA FRESH FOODS PVT. LTD Wafers, Parle and Euro India Fresh

Foods Pvt, Ltd. among others. A number of regional players have also

entered the market over the past few years and are giving tough competition

to the big players.

The snacks market is classified into two broad segments Western and

traditional snack segments, wherein western snacks enjoy more popularity in

comparison to the traditional snacks. Moreover, the western snack segment

is dominated by a large number of MNCs and organized snack

manufacturers.

There are certain factors that have predominantly worked towards enablingthe sector to grow in recent years. These include higher disposable incomes

have enabled consumers to enhance their purchasing power, rapid

urbanization which leads to busy lifestyles and subsequent inclination of

consumers toward packaged food products and aggressive marketing


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campaigns by all the players to break the product clutter and attract

consumers toward their brand. In addition to these, the other factors which

are contributing towards rapid growth of the industry include growing

working women population, fast expanding retail network and the

convenience factor associated with snack consumption

For snacks, quality standards laid by FSSAI have to be followed by the

industry players. Various government policies that have been formulated for

the food processing sector such as FDI, tax benefits and export promotions

are applicable for the snack category as well.


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INTRODUCTION

For preparation of an industrial training report it is very important to

understand the general matters of the company. Without the information of

such matters the report is incomplete as it does not provide a perfect

knowledge of company.

EURO INDIA FRESH FOODS PVT LTD produces ready to eat food

products which people are fond of eating now a days and EURO INDIA

FRESH FOODS PVT. LTD is an emerging company now a days in this

industry.

It has a fully automatic plant in Gujarat the main objective of the company is

to provided best quality product at the cheapest rate and also their mission is

quality first and secondly the market of the product is large and

comprehensive.


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COMPANY PROFILE

Name Of The Company EURO INDIA FRESH FOODS

PVT. LTD PVT LTD

Registered Office EURO INDIA FRESH FOODS

PVT. LTD PVT LTD

302, J R Square, Varachha Road,

Surat395006.

Corporate Office 101, Sahas, Tejpal Scheme Road

No. 05,

Vile-Parle ( East ), Mumbai

400057.

Factory Address Plot No. A-22/1, Ichchhapore

G.I.D.C., Hazira Magdalla Road,

TalChoryasi, Dist. Surat-394 510.

Trade Mark EURO INDIA FRESH FOODS

PVT. LTD

Year Of Establishment 2011

Nature Of Product Ready to eat food products

Production Capacity 500 kg per hour for chips,

250 kg per hour extruded baked,

300 kg per hour extruded fried,

10 tonnes per day namkin.

Slogan Fresh Khao Healthy RahoPhone No +91-22-26841800/ (0261) 291 3041

Fax No +91-22-26841900

E-Mail Address [email protected]

Website euroindiafoods.com
mailto:[email protected]:[email protected]:[email protected]


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ORGANIZATION HISTORY

Late Shri Jivanbhai Sansapara, renowned jeweller since 8 generations headed

SAHIL STAR GROUP, which currently deals in Manufacturing, Export &

Import of Diamonds, Diamond Jewellery & Real Estate. He came to be

known as Indian operator of the Sanspara Venture who built his goodwill in

the Indian Community. It was with his experience of decades, he initiated a

new venture Euro India Fresh Foods Pvt. Ltd. It is now operated by his two

sons Mr. Manharbhai Jivanbhai Sanspara & Mr. Dinesh Jivanbhai Sanspara,

who both are making invaluable efforts to take it to heights.

Euro India Foods Pvt Ltd an ISO 22000:2005 Certified

Organization is swiftly capturing the market and soon becoming a leading

FMCG Company manufacturing Extruded Snacks, Mineral Water & Fruit

Juices.

Its product portfolio includes 13 brands that are all set to hit the market and

make everyone go gaga over it. It comprises of Snacks Food like Potato

Chips, Fried and Baked Extruded Products, Namkeen, Cookies, Juices and

Mineral Water manufactured with a State of the art Technology & secret

recipe.


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TOP MANAGEMENT

Mr. Manharbhai Jivanbhai Sanspara (CMD):

Founder of Sahil Star Group and Chief Managing Directors in Euro India

Fresh Food Pvt. Ltd. has gained 25 years of experience in diamond industry.

At present he is involved in strategic business decisions pertaining to his

FMCG Company and also looks after the overall management of the group

along with manufacturing of diamonds. He is also committed to social

responsibilities by way of various Medical. Educational & many other Trusts

Mr. Dineshbhai Jivanbhai Sanspara (MD):

Young, energetic and talented personnel designated as both partner of Sahil

Star Group and Managing Director in Euro India Fresh Food Pvt. Ltd. He

has also gained experience of more than 20 years in diamond industry and

handles overseas buyers of diamonds and finance department in the group.

He aims at making Euro India Fresh Food Pvt. Ltd. top FMCG player.

Mr. Jayantibhai Jivanbhai Sanspara (Executive Director):

He has been controlling and executing his role as the Executive Director of

Euro India Foods from Belgium. Known for his enthusiastic and energetic

approach towards work also has his control over the proceedings of JR

DIAM. He, with his qualified & capable expertise has taken the charge of

both the ventures flawlessly.

Mr. Mahesh Vallabhai Mavani (Director):

He is designated as both partner of Sahil Star Group and Director at Euro

India Fresh Food Pvt. Ltd. Having attained 15 years experience in Diamond


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Industry he is all set to use his expertise in making Euro India Fresh Food

Pvt. a leading FMCG company.

Dr.Mukesh Navadiya (CEO):

Having passed his BAMS from Gujarat Ayurveda University, Jamnagar he

is also practicing doctorate and is now associated with Euro India Fresh

Food Pvt. Ltd. as its Chief Executive Officer. He takes care of all the

workings of the company and implementation of the project.


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CORPORATE GOALS AND OBJECTIVES

Company has its own culture and identity in business world it is effort of the

company to maintain identity and to be no 1 in global market company has

fixed its goals and laid down some certain mission to achieve them.

CORPORATE GOALS:

1. To ensure quality at all stages.

2. To increase productivity and market share of the firm.

3.

To increase the profitability of the firm.

4.

Provide speedy services and satisfies the need and wants of the society.

5. To keep a slim and trim but fully satisfied management team to operate faster

and to achieve higher levels of business and growth effectively.

6.

To effort foreign customer and export the product in near future.

OBJECTIVES:

Obviously primary objective of any company is to profit maximization but in

present competitive marketing approach profit maximization should not be

one and only goal but it is a short term goal every company wants to increase

prestige market share etc. so wealth maximization becomes important goal of

company which is also long term goal of the company.


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MANAGEMENT AND PRODUCT

MANUFACTURING

The products are processed at their sanitized production unit using well-tested

ingredients under the supervision of their food experts. Acknowledged for

their freshness, mouth-watering taste, purity, longer shelf life, unadulterated,

easy digestion, crunchiness, low fat and rich nutrients, these are widely

demanded among clients across the globe. The major reason that led to theirquick success in the market is their efficient production methodologies and

hygienic & healthy food items. In addition to this, they provide the offered

range in various packaging demanded by their clients.

Their well-equipped infrastructure assists them in retaining their reputed

position by persistently responding to the demands of the ever changing

market demands. Their infrastructure is equipped with latest machines and

tools for the processing of their product range. They have segregated their

infrastructure into various units for smooth production of the products. These

segregated units are manned by their highly skilled professionals, who have

wide industry experience. They have selected a team of experts who are

blessed with the enormous experience of the industry. Their experienced team

consists of packaging experts, skilled workers and technicians. Professionals

of their team carry out every plan in close coordination with each other to

provide the clients premium quality product and to achieve maximum level of

contentment. Their team members have high capability to comprehend the

exact requirements of their customers and fulfil them accordingly. They also


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regularly take part in various training sessions and workshops to nurture their

knowledge & skills .They remain concerned regarding the quality of their

products as their offered food products are widely consumed all across the

globe. The team of their quality analysts who meticulously monitor the

different stages of production and tests the quality of the ingredients used in

the processing of food items. Their earnest efforts towards preparing of

quality range of food items and their timely delivery have enabled them to

remain ahead of their competitors in the industry. They have succeeded to

earn a long list of clients by living up to their specified requirements. Their

esteemed customers can avail their offered food products in various

packaging options to fulfil their exact needs. Fair and ethical business dealing

are also adopted by their professionals to put their customers at more ease.

Furthermore, they also facilitate their clients with easy payment modes.

GENERAL INFORMATION

SIZE:

Industries can be categorized on the basis of capital invested in it there are

three categories.

1. Small scale industry.

2.

Medium scale industry.

3.

Large scale industry.

So as far as EURO INDIA FRESH FOODS PVT. LTD is concerned it can

be categorized as medium scale industry because as per new industrial law

the investment limit prescribed by government for small scale industries is 5

crores. Investment about more than 5 crores is called medium scale


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industries EURO INDIA FRESH FOODS PVT. LTD has invested more

than 5 crores.

FORM OF ORGANIZATION:

According to John Piffiner Organization is an essentially a matter of man to

man,job to job and department to department.

There are different types of organization like :

1.

Line organization

2.

Staff organization

3. Line and staff organization

4.

Committee organization

5.

Project organization

6. Matrix organization

Out of all these EURO INDIA FRESH FOODS PVT. LTD follows line and

staff type of organization structure. Line and staff organization means to

prepare plans to take vital decisions and to implement them effectively all

these function cannot be performed simultaneously by a single person hence

there emerged a system where in line officers received advice from the staff

experts.


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ORGANIZATION CHART

Chairman

Managing director Technical director

Technical staff

Marketing

manager

Productionmanager

Area wise

salesmenTechnical

workers

Packing

supervisor

Working

staff


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TIME KEEPING SYSTEM

Time is very important for any business unit. As from the title time keeping

system we can say that under this system the arrival and exit time of the

employees is noted.

EURO INDIA FRESH FOODS PVT. LTD is having mainly a general shift

and in between they have a lunch break of one hour which is mentioned as

follows.

General shift 8am to 5 pm

Lunch break 12 pm to 1 pm

LOCATION FACTORS:

Location plays an important role in establishment of a new unit every

business entrepreneur of a business unit must give full consideration to the

suitable location for enterprise because success or failure is highly depended

on the location for enterprise. Optimum location point is expected to give the

lowest unit cost of production as well as of distribution and hence it can be

most profitable for the business. An entrepreneur must choose an ideal

location at the time of launching the enterprise in other words all the


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pertinent factors influencing location will have to be taken into account and

weighed very carefully.

So as far as EURO INDIA FRESH FOODS PVT. LTD is concerned it

requires potatoes, edible oil , iodized salt, bananas , mungdal, chanaldal,

spices etc. in the production of various type of product such raw materials

are available in Gujarat very easily. Main reason for such location of the unit

are as follows:

AVAILABILITY OF RAW MATERIALS

The most important factor, which is directly affected to the product, is the

availability of raw material for producing the product.

Iodized salt edible oil, potetoes, beasn, rice flour, chilli powder, black

pepper etc are the raw material required and is easily available at nearest

place. Potatoes are purchased from Disa, Ahmedabad and Surat through

dealers as per requirement.

ELECTRICITY:-

The availability of electric power is very essential for any unit where

production is done 24 hours continuously. EURO INDIA FRESH FOODS

PVT. LTD gets electricity from G.E.B. and in absence of G.E.B. light it can

be operated by their own generators.

LABOUR:-

For running industry, essentiality is the labour because without man any

work is possible, man is focus of any industry, essential supply of labor in

required quantity is also taken into consideration while establishing an

industry. If the company can find skilled and experienced labor at minimum


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wage rate it can reach to its organizational goals in time. In Surat city both

skilled and semiskilled labours are available. The level of education is also

high in Surat.

TRANSPORTATION:-

For every industry transportation facilities have much importance to run

their work regularly and smoothly as to get raw material quickly as well as

to supply their finished goods to the market.

Surat has an all weather part so there is no problem of transportation for

EURO INDIA FRESH FOODS PVT. LTD moreover Surat has all the

facility of transportation except seaway like railway airway and roadway etc.

SOME OF THE DISTINGUISHING FACTORS THAT MAKE THEM

FOREMOST CHOICE OF CLIENTS ARE AS FOLLOWS:

State-of-the-art infrastructure

Highly experienced workforce

Strict quality standards

Ethical business policies

Transparent dealings

Complete client satisfaction

Timely delivery

Very nominal price


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VISIOIN

TO ALLOW PEOPLE TO INDULGE INTO HEALTHY SNACKS WITH

UNLIMITED FLAVOURS.

MISSION

1. To provide ultimate value satisfaction to its customers in terms of

quality, proportionate with price through:

a. Better quality

b. Excellence in technology

c. Speedy service

d.

Management expertise

2.

Much preferred organization for both its future and present

a. Employees

b.

customers\suppliers

c.

Related agencies and society at large

d.

Share holders

3. Continue its march towards program and retain its front line

EURO INDIA FRESH FOODS PVT. LTD as a symbol of quality


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EURO QUALITY POLICY

THE COMPANY BELIEVES IN BUILDING SUCH QUALITYSTANDARDS THAT THE SUCCESS IS INEVITABLE IN BOTH

QUALITATIVE AS WELL AS QUANTITATIVE.

COMPETITORS

Frito-lay :Lays, Kurkure , Lehar Namkeen, Cheetos , Uncle Chipps ITC :Bingo

Parle Snacks : Musst Bites & Stix, Smart Chips, Cheeslings

Other Players :Balaji Wafers, Haldiram , Yellow Diamond among other local

players


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SWOT ANALYSIS

The following are the strength, weakness, opportunity, and threats of EURO INDIA

FRESH FOODS PVT LTD.

STRENGTH

1. EURO is an established brand hence it enjoy very good brand name.

2.

EURO is the first company to launch the core filling product in Gujarat market.

3. Company gives healthy profit margin to retailers so they are also very satisfied with

companys product.

4. To maintain quality at any cost is the first and strong object of the company.

5.

EURO has a fully automatic plant for production .

6. The Company is promoted by established entrepreneurs after much research.

7. Good existing plant set up

8.

The company is adopting modern technology and latest machines for

production


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WEAKNESS

1. EURO does not aggressively advertise on T.V. or in other media.

2. They need to work a lot upon their distribution channel and sales team.

3. Promoters are new to the field having no experience of food

products.

4. Limited shelf life of finished products and need of high standard of

hygiene

5. Problem in storages.


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OPPORTUNITY

Euro is a well known established brand in snacks market. Hence it can use its brand name

further established itself in the international market.

As the real income of the people increases day by day, there are lots of avenues that

can be explored by the company to attract potential market in the urban, semi urban

and rural areas.

Willingness of Consumers to pay a premium for the products Creating

immense opportunities for manufacturers and retailers of food items.

Growing economy and increasing population is providing

opportunities for existing and new players.

The proposed plant expected to catch up large customer base as a

there is huge demand for good food products.


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THREATS:-

1.

Stiff competition with unorganized/ non branded stores with relativelycheaper price from domestic supplier

2. Preference for healthy foods and health supplements among Urban

consumers

3. Likelihood of replacing Snacks with light meals or new food Items.

4.

Euro switching amongst consumer has increased due to new entrances offering various

products in the market so it may be possible that the regular customer of Euro start trying to

buy other brands of snacks. Hence the company must keep upgrading its product list to suit

and match the faster and ever changing demand of customer and to give them maximum

satisfaction.


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THE 7 S FRAMEWORK

Strategy:

The main strategy of EURO INDIA FRESH FOODS PVT. LTD. is

mainly they emphasis on the quality of their product. Their main aim is to

provide the best and world class quality to its customers. So they mainly

strategize much on the quality area of the product and continuously make

effort in research and development for their product. They are customer

centric as well as market oriented organization concentrating on the needs

and demand of the market. They dont only look for the customer

requirement but they majorly concentrates on their quality and market

requirement.


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Strategy:

What is the strategy?

The main strategy of the EURO INDIA FRESH FOODS PVT. LTD.

is that they mainly focus on the quality of their products, considers the

special requirements of the market and product strategy aims at

differentiating among its own brands in terms of product taste, design,

packaging and target audience

How do they intend to achieve their objectives?

The organization has a very loyal group of distributors so its nottough to sustain in the market. But to achieve their objectives they

constantly strive to develop to new products and bring a different taste

in the market. They have a very strong and efficient R&D department

which drives them to success and helps in achieving their objectives.

The efficient management and the loyal and dedicated employees also

help them in achieving it.

How do they deal with competitive pressure?

As mentioned earlier they have very strong and loyal distributor group

regionally and nationally since their inception so they help the

company to face cut throat competition.

How are changes in customer demands dealt with?

The strong R&D drives the changes in the demand of the customer

into a tangible product and an efficient outcome.


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Structure:

The structure of the organization is very simple, easy and well under stable.

Mr.ManharbhaiJivanbhai Sanspara & Mr.Dinesh Jivanbhai Sanspara, are

making invaluable efforts to take it to heights. As the organization chart

mentioned earlier under the founder, cofounder and the directors there are

mangers for the different departments like H R department, Finance

department, R & D department.

How is the company/team divided?

The company is now being under the guidance of the Mr. Manharbhai

Sanspara (CMD), is involved in strategic business decisions

pertaining to FMCG Company and also looks after the overall

management of the group,Mr. Mukesh Navadiya (CEO) takes care of

all the workings of the company and implementation of the project.

What is the hierarchy?

The hierarchical level of the organization is very simple

How do the various departments coordinate activities?

The departments generally co ordinate with each other through

intranet, internal telephones and also by meeting each other

personally. There is nothing like writing a letter to the department and

then communicate.

How do the team members organize and align themselves?

The organization is very harmoniously run as the team members are

given a different cubicles or sitting area where the concerned person

are available and so they can co ordinate with them easily.


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Is decision making and controlling centralized or decentralized?

Is this as it should be, given what we're doing?

The decision making here is de centralised as the directors have

immense faith in their departmental managers. And they also have a

follow up on the decision taken.

Systems:

The main systems that run the organization? Production system

and HR systems as well.

Few months back they installed the ERP and SAP in their

organization which helped them in making their operations more

efficient and in HR different policies like workers development policy

and many such new clauses are added.

Where are the controls and how are they monitored and

evaluated?

They mainly have a strict leave policy as to maintain the records of

150-200 workers is not an easy task so they ought to make it bit strict.

Shared Values:

What are the core values?

Their core value is they never compromise on the quality. They

consider customers to be an integral part and a driving force of the

organization.

What is the corporate/team culture?


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The team culture over there is very harmonious and very friendly.

Despite of designated superior and subordinate there is not a typical

superior subordinate relationship between the employees.

What are the fundamental values that the company/team was

built on?

The fundamental value on the basis of which the company was

formed is to provide mouth watering flavors of products to satisfy the

taste of variety of Indians. It is unique blend of tasty, healthy & fresh

food.

Style:

How participative is the management/leadership style?

The leadership of the leader is very strong and influential to its

employees. The leader handles the organization in a very efficient

manner and drives the organization to new heights.

Do employees/team members tend to be competitive or

cooperative?

The employees of the organization are very co operative and they

prove it every time. There is a strong respect and dignity for the

leader in the hearts of the employees which drives them to be co

operative. The organization is a whole big family attitude is the main

driving force.


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Staff:

What positions or specializations are represented within the

team?

For every department there are departmental heads under him 2 3

managers and then the employees. Likewise the team works and

coordinates.

What positions need to be filled?

Yet there are no such positions prevailing in the organization which

requires to be filled.

Skills:

What are the strongest skills represented within the

company/team?

The harmony, unity and relations of the management with the

employees is one of the strongest factor. Their adoption to the new

technology and the flexibility in the nature of all also leads them to

development.

What is the company/team known for doing well?

The organization is very well known for its CSR activities as they

provide employment to around 50 60% of the Hazira and nearby

areas. It is also known for their quality and also for their dedicated

nature and timely delivery of the products.


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Do the current employees/team members have the ability to do

the job?

All most all the employees fits in the organization and the employees

who are semi skilled are trained over there and turned them into

skilled employees.


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PORTERS 5 FORCE MODEL:

Threat of new entry:

As the market is growing at 30 percent annually, new entrants may

consider it a profitable venture.


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As branded players are priced similarly, new players might

penetrate by adopting a lower price or by offering more grammage at

the same price.

New players with a distinct USP and marketing strategy may find it

easier to enter the market.

Unorganized players still account for half of the total wafer

segment, thereby discouraging market entry.

Veteran players such as Fritolay, Haldiram etc enjoy economies of

scale, well-established distribution and good distributor relations

HENCE, THE THREAT OF NEW ENTRANTS IS MODERATE.

Competitive Rivalry

High Competition Branded Players involved in cut-throat

competition to increase market share, entice new consumers, find new

markets

Low Quality differences among branded players.

Quality difference between branded and unbranded offerings is

offset by low price offered by unbranded players

Cost of switching is low as all players have a similar pricing

strategy

Brand Loyalty is high for branded players

HENCE, THE THREAT OF COMPETITIVE RIVALRY IS HIGH.

Bargaining power of suppliers


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Suppliers provide raw materials such as potatoes, spices and other

ingredients. Their ability to raise input costs is high.

Higher cost of input commodities leads to lower margins, making

the market unattractive for distributors and retailers (in an already

low-margin, high-volume market)

Shortage of any input material may also affect production and

thereby impact distribution.

Veteran players like Fritolay and ITC already have a well-

established network of suppliers. ITCs e-choupal venture permits a

steady supply of raw materials at the lowest price.

HENCE, THE BARGAINING POWER OF SUPPLIERS IS HIGH.

Threat of substitutes.

Indian Snack Segment is high-volume, low-involvement driven

(thrives on impulse buy)

All snacks are considered to be substitutes of each other

Biscuits, Wafers and local snacks like Chakli, banana chips, farsan etc

are all substitutes of one another

HENCE, THE THREAT OF SUBSTITUTES IS HIGH.


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FACILITIES GIVEN TO THE

EMPLOYEES

It is the duty of any unit to provide beneficiary services to the employees of

the unit. EURO INDIA FRESH FOODS PVT LTD also provides many

basic welfare facilities to the employees. This company provides the

following beneficial facilities to the employees undertaken to the provision

of the law.

Facilities given to the employees are as follows:-

1. Bonus is paid every year.

2. It also provides transportation facility.

3.

It also provides refreshment facility.

4.

At the time of any accident during the course of employment the

company provides first aid and hospital expenses.

5. Company also provides it s product at a concession rate to employees.

6.

At the time of any family function of the employees company provide

several facilities like gift articles etc.

7. Lunch is also given to the employees free of cost.


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PRODUCTS OF THE COMPANY

EURO INDIA

FRESH

FOODS PVT.

LTD.

SNACKS

PRODUCTION

NAMKEEN

BEVERAGES

EXTRUSION

LINE


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Snacks Production:-

Banana Chips

Potato Chips

(CHILLI ACHAR , CLASSIC SALTED ,CREAM ONION ,FARALI

POTATO, MASTI MASALA , MINT LEMON , PEPPER ATTACK ,

TINGLING TOMATO )

Namkeen:

FARALI

- CHIWDA MITHA

- CHIWDA TIKHA

MAMRA

- MASALA MAMRA

- SEV MAMRA

MIXTURES

- KHATTA MEETHA

- NAVRATAN

- SHAHI


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NUTS

- CHANA DAL

- MOONG DAL

- TASTY PEANUTS

SEV

- ALOO CHEESE SEV

- ALOO PUDINA SEV

- ALOO TOMATO SEV

- BIKANERI BHUJIA

- RATLAMI SEV

EXTRUSION LINE

GETMORE

- CHATPATA MASALA

- GREEN CHATNI

-

RAW COLLATE

- TINGLING TOMATO

FUNFILL

- BLACK CURRANT

- CHOCOLATE

- STRAWBERRY

-VANILLA

BUBBLES

- CHEESE BALLS

- MASALA BALLS


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- TOMATO BALLS

RINGOLI

- CHEESE RINGS

- MASALA RINGS

- TOMATO RINGS

Beverages :-

RO WATER

- PACKAGED DRINKING WATER

EURO SPA

JUICE

- FRESHO

MANGO JUICE

- LEMONI

LEMON JUICE

MINT LEMON


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ABOUT THE COMPANY:

Incorporated in the year 2011, at Surat (Gujarat, India), Euro India

Fresh Foods Pvt. Ltd., are engaged in manufacturing,

exporting and supplying a wide range of Euro Chips, Euro Getmore

Snacks, Euro Try Angles, Euro Namkeens, Euro Farali Wafers, Euro

Hit Angles, Euro Flippe Puffs, Euro Bubbles, etc.

DEPARTMENTAL STRUCTURE:

EURO INDIA FRESH

FOODS PVT.LTD.

FINANCE

HUMAN

RESOURCE

PRODUCTION

& PLANNING

MARKETING


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INTRODUCTION TO THE PROJECT

Marketing: - marketing is a societal process by which individuals and

groups obtain what they need and want through creating, offering and freely

exchanging products and services of value with others.

Marketing management: - marketing management is an art and science of

choosing target markets and building profitable relationship with then this

involves getting, keeping, and growing customer through creating,

delivering and communicating superior values.

Every day is different from its preceding day and to its next day. The world

is changing rapidly; globalization, advanced technology and deregulation of

economic sectors are developed. Therefore marketing has to meet human

and social needs as profitability.

Marketing is social and managerial process by which individuals and

groups obtain what they need and want through creating and exchangingproduct and value with others.

- PHILIP KOTLER

Marketing is creation and delivery of a standard of living of society

- N.C.Nair

In EURO INDIA FRESH FOODS PVT. LTD. marketing has also vital

importance. Its marketing department is very systematic the marketing

manager is very hard working and experienced person. He operates

marketing department and all the marketing activities of EURO INDIA

FRESH FOODS PVT. LTD.


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ORGANIZATION STRUCTURE FOR

MARKETING

Marketing is essential for all the organizations, it is the tool by which an

industry can earn profit by selling product. It is true, nothing happens in our

economy until somebody sell the product as seeing the importance of

marketing its organization structure must be well prepared the flow of

authority Is from upward to downward and the flow of responsibility is from

down ward to upward be necessary. The following is the organization

structure for marketing department:

Chairman Managing directors Director Marketing managerArea

wise salesman

-


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MARKETING STRATEGIES

PRODUCT PLANNING

Product planning means the planning for the product that is to decide what

type of production is to be produced or what needs or requirement the

product has to satisfy and for whom the product is meant. Product planning

is an important concept for any industry. Every industry must plan its

products as which result profitable for the company and satisfy the consumer

wants.

EURO plans its product in order to maintain existing customers. In fact

EURO does not require much of product planning it has a very good

marketing network and also a very good market for its product.

PRICING POLICY

Out of 6 Ps of marketing mix pricing is one of them price of the product is

main element in any organization. Therefore, decision regarding price is the

most vital decision for a marketing manager. Right price can promote sales

of the company. While wrong price affects the sales of the company largely,

so mixing of price is more important than all other tasks.

Pricing is an important element of the marketing department. a company has

to setup the pricing policy considering so many factors such as demand,

competition, government interference etc even company has its own pricing

policy.

EURO INDIA FRESH FOODS PVT LTD is concerned, the company tries

to keep least prices than competitors price lower prices are there because of


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their minimum advertisement cost. The company has adopted retail pricing

policy under the policy the company binds the retailers to sale the branded

goods at the fixed rate decided.

TARGET AUDIENCE

The target customers means the target is fixed based on level of customers

age, sex, needs, wants, demand, competition, and changing fashion of the

society.

As far as EURO is concerned the market of the company is evolve

and large the product of EURO" is a food product so the main audience of

the company is children and young people.

ADVERTISEMENT

Advertisement is an important aspect in marketing. It is concerned with the

preparation of visual and oral messages for making people aware of and

favorably inclined towards product, brand, service, quality and institution

and so on. The ultimate aim of advertising is to contribute towards increase

sales and to increase profit. It is a specialized technique of popularizing the

product and is indispensable in the marketing of goods.

Advertising is a powerful promotion tool to establish and retain brand

loyalty, whether a company is introducing new products or expanding the

existing one. Advertising is inevitable in this modern competition market. It

can be done through various ways.

So far as EURO is concerned it also spends a good amount on advertising.

It makes advertising by following ways:-

1.

Lighting board


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2. Banners

3. Kitchen

4.

Calendar

5.

Wall painting

CHANNEL OF DISTRIBUTION

Channel of distribution is the route or ways through which goods or services

move from the place of production to place of consumption. In modern

marketing so many channel of distribution exist.

Channel of distribution have a vital role especially in the distribution of

consumer goods. The most innovative product offered as an attractive price

world is of no use unless there is as efficient distribution system.

So far as EURO is concerned its product is a consumer product so it mainly

sale the product directly to its dealers and distributor not to consumer.

However it has also a big distribution network at various places.

In case of EURO INDIA FRESH FOODS PVT LTD transportation and

dispatch activities are performed by carry and forward agencies.

Channel of distribution of the company is as follows

CompanyCarry and forward departmentDistributorDealersRetailers

Consumers


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MARKETING RESEARCH

Marketing research is the systematic collection analysis and separation of

idea and reading and relevant marketing situation facing the company it is

highly necessary in this modern competitive age.

A company can conduct marketing research in different ways company can

hire a marketing research firm also however, most of the large companies

have their own marketing research department because in this competitive

age no firm can remain careless about asingle change in market.

EURO INDIA FRESH FOODS PVT LTD has its own research and

development department which is handled by marketing research manager

who prepares actual reports about the market and submit the marketing

research manager to understand the problems regarding marketing.

Research is conducted indifferent marketing factors like product and service,

sales, advertising, pricing, distribution packing etc.

BRANDING, PACKING AND SLOGAN

BRANDING :

The word brand is a comprehensive term. The brand is to name or

mark is a proof of ownership it means a sign or symbol of quality. It is

the best means of advertising and positioning in the market branding

is the best means of capturing and retaining the consumer demand in a

competitive market the marketer can create brand equity, brand

loyalty and brand image for his products only through branding .


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EURO INDIA FRESH FOODS PVT LTD has the brand name as

EURO.

PACKAGING :

Packaging may be defined as the general group of activities in the

planning of a product these activities concentrate on formulating a

design of the package and producing an appropriate and attractive

container or wrapper for a product the container itself can act a

forceful though silent and colorful salesman at the point of purchase

or an effective medium of advertisement encouraging impulse buying

many a time , package design itself can act as a register brand,

packaging is necessary to present flowing out of such liquid. It is

essential to maintain freshness and quality; it can prevent the danger

of adulteration

In EURO the packing is done by fully automatic packing machine.

They are able to prepare 180 to 100 packs in 1 minute.

ADVERTISING THROUGH CHANNEL

The main purpose of every commercial organization is to promote sales

because it is only way to commercialize the product. That is why advertising

is a main and important tool to promote the product.

Advertising is one of the major tools of companies use to direct persuasive

communication to target buyers and public. We define advertising as:-


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Any paid form of non personal presentation and promotion of ideas, goods

or services by an identified sponsor.

Advertising is a form of mass communication. A sponsor who wants to

communicate about his product or service to his customers pays it. They are

different media for advertising the product,they are:-

1.

Print media which involves :-

i.

Newspapers

ii. Magazines

iii.

Business books

2. Outdoor publicity which involves

i. Posters

ii.

Wall paintings

iii.

Electric sign board

iv.

Sky writing

v. Sandwich man

vi.

Vehicle advertisement

3. Direct mailing postal advertising which involves

i. Leaflets

ii. Sales letter or post cards

iii.

Folders

iv. Booklets

v. Catalogue

vi.

Brochures


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4. Audio-visuals advertising which involves:-

i.

Radio advertising

ii.

Television advertising

5.

Film advertising which involves:-

i.

Documentary advertising

ii.

Advertising film

iii. Sponsored advertising.

Different media are selected depending upon the following factors:-

1. The financial allocation for advertising.

2.

The nature of product and demand for it.

3. The type of products, their location and other characteristics.

4.

The nature of competition

5. Cost of media, cooperation and promotional aids offered by media

circular.

Many companies allow to dealers to advertise the product on behalf of the

company.


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As far as EURO INDIA FRESH FOODS PVT LTD is concerned it

advertises its product by different media as:-

1.

Stickers

2. Light board

3.

Banners

4.

Kitchen

5.

Metal board

6. Wall painting etc.

BENEFITS TO DEALERS BY ADVERTISING

1. Easy sale of product is possible since consumer is aware of the

product and its quality.

2.

It supplements the selling activities

3.

The dealers a like because they need not spent anything for

advertising of already a well advertised product share the reputation

created.

4. It ensures more economical selling because selling overhead is

reduced.

5. It enables them to have product information.


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RESEARCH METHODOLOGY

Research

Research is the application of human intelligence in systematic

manner to a problem. It may minimize the total uncertainty by

intelligence use of the most reliable data available in the organization.

According to P.V. Young we may define research methodology as

scientific undertaking which by means of logical and systematized

method, aims to discover new facts.

Brand Positioning

Positioning a brand is serious business. There are several key

questions which have to be answered in brand positioning. First, we

determine WHAT dimensions are critical to the positioning. This has

everything to do with the target customers. Then, we need to

understand WHERE the brand is currently positioned, assuming we

are already in market, against these brand criteria. Often this sort of

analysis is conducted to determine what GAPS are underserved,

which presents a potential positioning opportunity of WHERE we

would like to be positioned. We then need to determine if the new

positioning opportunity is purely a matter of messaging or a matter of

bolstering our offerings.

Objective of the research study

The objective of the study is to check the awareness regarding the

brand EURO in the market, to study its demand in the market and to

study what the company is doing to build and develop the brand


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strategy by listing out how, when, and what are they going to do to

accomplish and meet those brand objectives.

Utility of the study

It would help the company to learn from the results of the retailers

perceptions of how different their brand is from other brands in the

product category. It would let the company understand that on which

all grounds they need to take steps so as to grab maximum market

share

Methodology

To study the brand positioning of Euro in the Mumbai region,

survey was been carried out on convenience basis and about 100

retailers were approached on personal basis and following questions

were asked:

Name of store: _________________________ Location: ___________________

1.

Names of the brand that the retailer offers.

Lays Parle Euro Yellow Diamond

Balaji Crax Haldiram

2. Which company provides the best the quality in terms of taste, packaging & crispiness?



3.

Company that provides best sales service.



4.

Which company provides the best margin? What margin do they expect?

__________ / __________

5.

Highest selling snack food brand:

a.

Brand name


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b.

Type / Flavors

__________________________________________________

c.

Price

5 10 20

6. Which company offers the most types of varieties?




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DATA PRESENTATION, ANALYSIS AND

INTERPRETATION:-

1.Name of the brand that the retailer offers

Lays 71 71%

Euro 43 43%

Yellow Diamond 17 17%

Balaji 64 64%

Crax 26 26%

Haldiram 18 18%

Parle 32 32%

Other 1 1%

Analysis and Interpretation:-

71

43

17

64

26

18

32

1

0

10

20

30

40

50

60

70

80

Lays Euro YellowDiamond

Balaji Crax Haldiram Parle Other

Brands the retailer offers


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From this we can analyzed that maximum retailers offers Lays wafers. The reason is

because of strong brand awareness. Customers are very much aware about the brand. On

asking the retailers the reason for stocking Lays in their stores they said that customers

have very much associated confectionaries to Lays. They demand lays the most. It isbecause of strong brand equity being created by the brand. Also the customers are very

satisfied with the quality and packaging being offered by the brand. These is all reasons

compels the retailers to stock the products of Lays.

Balaji wafers have also built their strong brand equity. Retailers said that the customers

are happy with the product. They find the quantity being provided by the company as the

best factor. Also the taste of the wafers is good as per the customers. They even provide

quality product. But the Balaji wafers lack the brand equity. Balaji wafers dont advertise

their product more. This is the reason why they are being consumed less by the

customers.

If we talk about Euro, being new in the market, it has quickly captured the attention of

the customers. The customers do demand about the Euro products. Reason being the

strong advertisement budget kept by the company. Euro has tried everything to generate

the awareness for their product. They sponsored various events, had invested in hoardings

etc and this is paying to the company through quick customer growth. Even retailers are

happy with the product. The company does provide a quality product with attractive

packaging which is very much liked by the kids as well as youths.


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2. Which company provides the best quality in terms of taste,

packaging & crispiness?

Lays 68 68%

Euro 36 36%

Yellow Diamond 9 9%

Balaji 62 62%

Crax 15 15%

Haldiram 8 8%

Parle 17 17%

Other 0 0%


As we can say from the analysis that 68% of retailers think Lays provide the appropriate

quality in terms of taste, packaging and crispiness. The reason behind is the frequent

purchases being made by the customers. On asking the retailers why they feel so they

0

10

20

30

40

50

60

7080

Lays Euro Yellow

Diamond

Balaji Crax Haldiram Parle Other

Company that provides best quality


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said that the customers demand of Lays wafers forces them to think about the same.

Customers associate Lays with quality. They feel much secured with their purchase. So

as per the retailers Lays provide quality.

The retailers even think Euro is providing a better packaged product. The taste of the

wafers is also admired by the customers. But being less advertised as discuss above

customer prefers them less over lays.

Only 36% of retailers feel that Euro is best in terms of taste, packaging and crispiness.

Euro product taste good as said by one retailer and also their packaging is good but being

a new product and less aware by the customers they prefer Lays and Balaji over Euro, but

Euro is also gaining popularity as said by one of the retailer.


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3. Company that provides best sales service

Lays 65 65%

Euro 36 36%

Yellow Diamond 6 6%

Balaji 49 49%

Crax 9 9%

Haldiram 5 5%

Parle 11 11%

Other 0 0%

65

36

6

49

95

11

0

10

20

30

40

50

60

70

Lays Euro Yellow

Diamond

Balaji Crax Haldiram Parle

Best sale service


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We can say from the graph that the best sale service as per retailers is provided by Lays

which means that they are very punctual with their delivery system. Retailers are very

happy with the distribution system of lays because they can get the product whenever

they want.

Balaji come the next in their sales service. There are sometimes some delays noted with

Balaji as per the retailers. But this complain was done by very few retailers.

Euro chips come at the third position as per retailers. So company has to work on its

distribution and other sale services inorder to gain satisfaction of retailers as well as the

customers.


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4. Which company provides the best margin?

Lays 11 11%

Euro 24 24%

Yellow Diamond 9 9%

Balaji 41 41%

Crax 10 10%

Haldiram 3 3%

Parle 2 2%

Other 0 0%


From this analysis, we can interpret that the best margin is provided by the Balaji

Company. Retailers can earn good profit by selling Balaji products. But if we look at the

buying behavior of customers of Mumbai, they are more interested in buying product

11

24

9

41

10

3 2

Best Margin

Lays

Euro

Yellow Diamond

Balaji

Crax

Haldiram

Parle


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with good brand equity. So because of this reason as we can say from the analysis that

though only 11% of retailers consider that the Lays provide the best margin, which means

89% of retailers dont agree with this, still they stock the Lays product in their store. The

only reason behind this is the demand of the product. Retailers have to compulsorily getthe stock of Lays so that the customers dont go unsatisfactorily.

Of those 11% of retailers who think that lays provide best margin, 73% of retailers sell

only Lays product in their stores. So they had no option but to select Lays as their choice.

If we look at Euro, 24% of retailers think that provide best margin. So the company has

to work on its margin level so that more of the retailers would demand Euro because of

good margin of profit being provided by the company.


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5. What margin do they expect?

13% and below 25 25%

14%-16% 70 70%

17%-19% 5 5%

20% and above 0 0%


From the analysis, we can say that, 70% of retailers expect 14%-16% of margin on the

product so that they can earn a good profit.Here stands the chance for the Euro Company

to outperform the competitors. As we have seen before the company does have a good

brand image, they do provide qualitative product and also have a good packaging. So if

the company can work on its cost and if they provide the retailers with good margin, they

would stock the Euro products. Also they would promote the product by displaying first

the Euro products and then the rest of the products. This would help the company in

increasing the sales and also the retailers would prefer the Euro products.

25

70

5

0

Margin the retailer expects

13% and below

14%-16%

17%-19%

20% and above


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Highest selling snack food brand

6. Brand name

Lays 68 68%

Euro 31 31%

Yellow Diamond 3 3%

Balaji 52 52%

Crax 10 10%

Haldiram 6 6%

Parle 6 6%

Other 0 0%


From this analysis, we can say that the maximum selling brand amongst all was Lays. We

have discussed all the reasons for the same before. The company has good brand image,

68

31

3

52

106 6

0

10

20

30

40

50

60

70

80

Lays Euro Yellow

Diamond


Highest selling brand


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it provides quality product, has a good taste, packaging and crispiness in its product.

These all reasons make it favourable for the customers to buy the lays product.

Euro has to work a little more on its brand image. The company is already doing well

with it but the efforts are concentrated only to the regional level. Time has arrived

wherein the company should go national to gain wide recognition.

7. Type/Flavors

It was an open ended question wherein the retailers where asked about highest selling

flavors of wafers wherein they voted for salty, cream & onion and tomato flavor.

8. Price

5 17 17%

10 97 97%

20 0 0%

17

97

0

5

10

20

0 20 40 60 80 100 120

Price

Sales


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From this analysis we can say that the maximum snacks sell at the price of 10. Customers

are not ready to purchase the snacks at the rate of 20. So its a great opportunity and

chance for all the company to stop selling the product at 5 and make the packages of Rs.

10. This would help them earning more. Also retailers can earn good margin on Rs 10

product rather than on Rs 5 product.

9. Which company offers the most types of varieties?

Lays 69 69%

Euro 26 26%

Yellow Diamond 3 3%

Balaji 55 55%

Crax 8 8%

Haldiram 3 3%

Parle 1 1%

Other 0 0%

69

26

3

55

8

31

0

10

20

30

40

50

60

70

80

Lays Euro Yellow

Diamond


Company providing variety


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Customers today want variety in what so ever they purchase. Retailers inorder to keep

their customers happy ensures that their customers get whatever they demand. So

providing variety is one of the ways of having a competitive edge over the rivals. The

same strategy is being adopted by Lays. Lays provide wide variety of products in their

one product category say for example wafers. One can get vast variety in it. Also they

introduced new flavors based upon the occasion. This gives chance to the customers to

taste new varieties.

So providing variety is crucial in building brand. The same strategy is being adopted by

Balaji. But Balaji dont have many varieties though it offers some.

Euro in its initial stage is providing the variety but it is not enough. They will have to

work on their R&D to get some new flavors and varieties previously not been consumed

by anyone. This would enhance their brand image.


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FINDINGS AND RECOMMENDATIONS

FINDINGS

1) AVAILABILITY OF PRODUCT

In relation to this question all the retailers replied positively, which shows 100%

availability of all the products of EURO on time without any delay.

2) POPULARITY OF THE PRODUCT

When I asked about customers preference or about the product highly demanded by the

customers, the retailers said that- Highest demand is for potato chips

- Second is for Farali Chevdo

- Third is for namkeens like ratlami sev etc.

- Fourth is for sing.

3) OPTION FOR UNSOLD GOODS

For unsold goods dealers should provide option like money back or changing of the stocketc. EURO dealers also give the option of replacement it is one of the good techniques of

promoting the product. All the retailers got replacement facility however in reality most

of the retailers said that there hasnt been the case of unsold stock.


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RECOMMENDATION

The Firm will have to maintain superior quality whereby the consumer

will prefer the firms products. The firm can decide to use high quality

packing material for storing juices water and other drinks so as increase

the shelf life of the products. Further the firm can use Modern

technologies and latest machineries for production / manufacturing and

quality standards which min imize the risk


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CONCLUSION

EURO INDIA FRESH FOODS PVT LTD is the adventure of Gujarati Family. It is

located at GIDC hazira and almost all the states of India they have their dealers.

In this company the internal relation between the workers and management are

very well. All the workers and management behave with each other as family members. It

is the plus point of the company. The management of the company is well planned and

very effective.

On the point of completing this visit report I am concluding that EURO INDIA FRESHFOODS PVT LTD is very well developed, well organized and progressive company.

My heartily best wishes are always with them for their great sparkling and bright

future.


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Bibliography

BOOKS:-

Marketing Management Philip Kotler

Marketing ManagementVerma and Agarwal

OTHERS:-

-Euro India Fresh Foods Pvt. Ltd.- brochure

- euroindiafoods.com

euro summer internship

Documents