sartaj msm al foah india pvt ltd final

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SUMMER TRAINING PROGRAMME

FINAL REPORT

PROSPECTING FOR SMALL

AND MEDIUM SCALE

ENTERPRISES

SUBMITTED TO: Mr.Somya Sharma

(Marketing Faculty)

By

Sartaj Ahmad

SN1012134

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MASTER SCHOOL OF MANAGEMENT

Acknowledgement

In this final report I have attempted to capture the facets of activities performed so

far during my project. The project has been very important and has groomed my skills

and nourished my practical knowledge. Half way down the project it had been an

excellent learning process.

First of all I would like to thank the administration of MSM for giving me the

opportunity to learn so much about the FMCG Industry

I am very grateful to my faculty guide MR. SOMYA SHARMA for his valuable

and timely guidance throughout the project. His feedbacks have been very useful in

preparing this interim report.

I would sincerely acknowledge my company guide Mr. KASHIF HUSAIN (Area

Sales Manager) & companys Asian DirectorMr. AVINASH KUMARwho gave

their valuable time and support when required. Without interacting with them this

interim report would have been a half hearted effort. Their feedback and data have been

the first stone in building this report

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My Sincere Gratitude To

AL-FOAH INDIA Pvt. Ltd:

Mr. Avinash Kumar (Director)

Mr. Sudeep Mishra (Manager, Marketing)

Mr. Kashif Husain (Area sales Manager)

Mr. Sheikh Shahnawaaz (Assistant Manager, Marketing)

Master School Of Management

Mr. Dr. Sudhir Sharan (Director)

Mr. Somya Sharma (Marketing faculty)

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PREFACE

It was for the first time I got the opportunity to work in such an organization with which I amfamiliar. And things, which I have experienced in my training period, are going to help me

Throughout my lifetime.

I have worked on this project with great enthusiasm and zeal. I have tried to cover almost all

the things, which I have experienced and learned during the training period. To run a giant

organization each and every department has to play its role effectively. In this era of cutthroat

competition there is no room for complacency.

The main goal of my project is the PROSPECTING FOR SMALL AND MEDIUM

ENTERPRISES. It would be my great pleasure, if this project can help this company to

achieve its goal higher. This project has been undertaken to study the procedures and

practices followed in marketing department. This report is prepared on the basis of the

extensive study carried out at marketing department of Al-Foah India, Gurgaon.

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INDEX

S. No Particulars Page no.

1Company Profile 6-17

2 Specific Objective Of TheProject

18

3 Scope Of The Study 19

4 Justification Of Topic 20-21

5 Seven Steps of calling 22-23

6 Daily Report Sheets 24-35

7 Tables Of Entrepreneurs 38-44

8 Outcomes Table 43-49

9 SWOT analysis 50-55

10 Observation 56

11 Suggestions 57

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COMPANY PROFILE

Al Foah Co. was established in 2005. The company is headquartered at Abu Dhabi, UAE. It

is a member of the General Holding Corporation of Abu Dhabi.

Al-Foah is the worlds largest Dates Company, packing close to 100,000 tons/annum.

The company has established and developed a lot of process and systems to serve more than

16,000 farmers across the UAE.

Al Foah exports to 28 countries in the world including China, Australia, Japan, Europe and

India.

Al Foah India established in the year 2009 is a wholly own subsidiary of AL Foah Co. LLC.

U.A.E. Al-Foah India private Limited is headquartered in Delhi NCR and it has offices all

across the country.

VISION

To bring the remarkableness of dates into the daily life of every person around the globe.

MISSION

Build a global Arabian date brand, confirming to the world the UAE's position as the centre

of Arabian innovation and its leadership of the Arabian Renaissance.

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CORPORATE PROMISE

Al Foah is redefining and bringing to the world an ancient and remarkable food, with

proven life-sustaining benefits and a beloved taste, in new and innovative forms relevant to

contemporary life, contributing to more balanced nutrition.

Our preeminent quality dates of abundant varieties, grown according to the highest

agricultural standard, provide sustainable work and income for tens of thousands of people infarming communities.

Al Foah is committed to improving lives through production innovation, and better

nutrition as well as sustainable agriculture.

Basic Information

Company Name: AL FOAH INDIA PRIVATE LIMITED.

Business Type: IMPORT AND MARKETING

Product: Premium Black Emirate Dates

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Date Crown

Made from the finest Emirates dates, Date Crown is Al Foah first international brand that was

launched into the market in 2009.

Date Crown is packaged in a very attractive design that was inspired from the Arabian

culture which reflects the wholesomeness of the date product as a key ingredient in the

ancient Arabic life style and civilization.

The brand offers wide range of premium UAE dates variants such as Lulu, Fard, Dabbas,

Khenaizi in addition to the famous international variant, Khalas.

Date Crown comes in different sizes and formats to cater to the different needs and

requirements of consumers.

Also, it comes with a re-sealable pouch to keep product freshness. Date Crown Brand is

already available in UAE, Kuwait, Qatar, Oman, Bahrain, Morocco, Yemen, India, Australia

and China. The brand has ambitions plans to expand across Europe, Levant, and South Asia.

BRAND PRODUCT RANGE IN INDIA

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1. Plain Dates.

2. Date with Chocolates.

3. Date with Almond.

4. Date Syrup.

DIFFERENT VARIETIES OF PLAIN DATES

FARD: - Light Black in Colour, Shiny and Smooth Dates, Small Seed

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KHENEIZI: - Dark Black, Extremely Juicy, Small Seed.

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LULU: -Round Shaped, Juicy Black Dates, And Little Wrinkles

DABBAS: -Dark and Shiny, Good Mouth-fill.

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Date with Chocolates :- An indulging assortment of delicious Dates enrobed in

smooth rich chocolate

Date with Almond : - Premium Emirate Dates Stuffed with Almond.

Date Syrup :- Made from Finest Quality Dates, 100% pure, Delicious Flavour,

Honey-like

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Different Size SKUs

SL NO PRODUCT

DESCRIPTION

WEIGHT MRP

1 FARD 50 GM 15

2 FARD 250 GM 70

3 FARD 500 GM 130

4 FARD 1 KG 230

5 FARD 2 KG 400

6 KHENEIZI 500 GM 150

7 KHENEIZI 1 KG 260

8 LULU 500 GM130

9 LULU 1 KG 230

10 LULU 2 KG 400

11 DABBAS 500 GM 95

12 DABBAS 1 KG 200

13 DABBAS 2 KG 340

14 DATES SYRUP 250 ML 75

15 DATES SYRUP 400 ML 125

16 CHOCO- DATES 90 GM150

17 CHOCO-DATES 250 GM 400

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NUTRITION FACTS AND FIGURES

Dates are rich in energy-generating saccharine (60-85%) of the dates weight, and give

the dates very high calories (100g of dates extend Man with 270 to 340 calories)

Compared to fat, protein or complex carbohydrates, dates are easy for digestionbecause they contain mono-sugars (95%) of the soft dates, which can also be rapidly

absorbed and quickly reach the cells to provide them with energy needed for biological

operations.

Dates wash kidney and generate urine.

Contain mineral elements (called mine minerals); it is rich with phosphorus, iron,

calcium and magnesium which protects against cancer.

Dates contain vitamins (vitamin A), which helps in increasing the weight of children

(growth factor) as well as strengthening the visual nerve and the elimination of blindness

(night blindness) and strengthening the auditory nerve.

Dates contain a group of vitamins (B1, B2, B7), which strengthens the nerves and

increase the flexibility of blood vessels and assess the human risks of high blood pressure.

Vitamin B 2 helps in the treatment of liver diseases, jaundice, cracking lips, broken nails,

and dry skin.

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Dates contain a high proportion of fibre necessary to stimulate the intestines

movement and prevention of constipation cases.

Dates contain natural antioxidants, which provide Man with protection against the

times of lethal diseases, such as cancer, and heart diseases.

It has been found in the early stage of dates maturity that eating of dates by pregnant

women guarantees easy delivery. As proven by modern medicine, where did the hormone-

like hormone (Oxytocin) one of the hormones that lead to a contraction in the muscle fibers

surrounding the milk glands and lead to the production of milk, as scientists have recognized

that the dates contain the hormone that facilitates the birth of women.

Eating Dates have great benefits like:-

1. Prevents Cancer: Dates are very nutritious and contain natural fibres. Modern

medicine has shown that they are effective in preventing abdominal cancer. In general

Bedouin Arabs, who eat them on a regular basis, show an extremely low incidence

rate of cancer.

2. Weak heart: Dates are an excellent remedy for weak heart. Dates soaked overnight

should be taken twice a week, which strengthens the heart.

Bedouin Arabs who regularly consume dates have shown an extremely low rate of

heart disease.

3. Treatment for Obesity: The wide variety of nutritious elements in dates makes it

hunger-resistive! So treatment by eating few dates when feeling hungry helps reduce

hunger and be filled. These dates will provide the body with the necessary sugar and

stimulate the intestine, which reduce hunger greatly, and eventually, reduce food

consumption.

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4. Eases childbirth: Eating dates eases the pain of childbirth. Scientifically they are

known to contain hormones, which strengthen the uterus, help produce milk for

nursing mothers and also prevent blood loss after childbirth. (The ripe fruit contains asubstance that urges uterine spasms and increases contractions especially in the time

of delivery. This substance resembles oxytocin that is secreted by pituitary gland,

which encourages contractions of the uterus. Dates contain some stimulants, which

strengthen the muscles of the uterus in the last months of pregnancy. This helps the

dilation of the uterus at the time of delivery and reduces post-natal bleeding).

5. Ideal for breast-feeding mothers: Dieticians consider dates the best food for breast-

feeding mothers. This is because dates contain elements that assist in alleviating

depression and enrich the breast milk with the nutrients needed to make the child

healthy and resistant to disease.

6. Bones: Calcium is important for strong bones so this is an additional benefit that datesprovide. As dates are rich in calcium, they contribute to healthy bones. For this reason

it is recommended that children and older adults, especially women, eat plenty of

dates to strengthen their bones.

7. Improves Eye sight: Dates are also important in maintaining good vision and are

effective in guarding against night-blindness.

8. Remedy for Sexual Debility: Date syrup can be used as a treatment for weak heart. It

can also be use for the treatment of sexual weakness. When its mixed with milk and

honey, dates can be used as a tonic for the treatment of sexual disturbances for both

sexes. And such syrup strengthens the body and raises its energy levels. The elderly

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would benefit from this syrup too. It improves their stamina and purges their bodies

from the toxins that have accumulated in their cells along the years.

9. Remedy for Intoxication: Dates are an excellent remedy for alcoholic intoxication.

In such a case, drinking water in which fresh dates have been rubbed or soaked will

bring quick relief.

10.Childrens Disease: Dates tied to a wrist of the baby and allowed to be sucked during

teething period hardens the gums and also prevents other complaints like restlessness

and diarrheal.

DATE HISTORY

HERITAGE:-

Date palms are an intrinsic part of Arab life and heritage. For thousands of years, they have

provided shelter, food and other necessities, as Arab Bedouins have settled in palm oases, and

made use of all parts of the tree and its fruit. Palm wood and leaves were used to build

houses, fences, beams, baskets, ropes and many other useful items, while the fruit itself has

been a basic staple of the Arab diet, and a main source of nutrition and energy.

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The UAE is one of the top 10 date palm cultivators in the world, with dates grown in royal

palaces, private residences, public gardens and streets as well as commercial farms.

DATES ORIGIN:-

Date palm cultivation originated in the Middle East and spread to North Africa, then to

California, South Africa and Australia regions.

The Middle East still accounts for over 90% of date production worldwide. Today, dates are

enjoyed in many forms as whole fruit (fresh or dried), as syrup, as paste in biscuits/ cakes,

as jam, as juice, etc.

Dates are enjoyed throughout the year but are especially associated with special religious

occasions such as Ramadan for Muslims and Christmas for Christians.

Dates are exported from the date producing countries to almost all the world's countries in

various quantities. Yet, very few people know the history of the date palm, that it is one of

the oldest trees in the world, or can differentiate between the different palm or date variants.

CONSUMPTION:-

The date fruit is eaten in all stages of its maturity ripe and fresh (called Khalaal), semi-

matured (called rutab) and dried (called tamr).

The dried fruit could keep for long periods of time, so it provided nutrition to the Arabian

Desert dwellers long after its cultivation season.

In addition, they used to further preserve it by extracting "dibs" or "date syrup" (sometimes

referred to as date honey), thus ensuring that they would have a source of nutrition and

energy throughout the year. They also developed novel irrigation methods (aflaaj) designed

to extend the oases water to a wider geographical area, and hence increase the cultivated tree

area.

Specific objective of the project

Brand Promotion and positioning of DATE CROWN in Small and

medium Scale Enterprises in India, for gifting purpose and health.

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A platform for corporate buying to made business model out of it.

Sub objective

To create awareness among Entrepreneurs

Scope of the study

This study will be helpful in understanding the current position of the product

This study will also suggest areas which needs immediate attention.

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This study will convey the overall picture of the company in the mind of the

customer.

This study will largely create awareness about the brand DATE CROWN among

the customers.

Justification of Topic

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First In this activity I have to know about our project topic.

Without knowledge of our topic I cannot achieve our goal.

Q: - What to be done?

On the bases of our project topic, our target will be Medium

And small Enterprises, where we can generate our business

These Entrepreneurs may be in Delhi/NCR or across India.

Our motive to target these Entrepreneurs because in their

Organization they have their employees and offer gift on

Festivals. Our job is that we have to pitch them to adopt our

Product (Dates/ Chocodate) and offer to their employee

Q: - Where to be done?

These targeted entrepreneurs may be in Delhi/ NCR or across

India.

Q: - How to be done?

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a) Collection of information or data related to our

Targeted Entrepreneurs

b) Pitch them through Phone as well as send mail.

c) If possible to meet profanely with them we have to meet or

If meeting is not possible in which condition we have to send

Sample via couriers

d) If sample liked by consumer we will encourage to rise PO(Purchase order).

SEVEN STEPS OF CALLING:

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1. Review Plans: -

Review before each calls the following objectives:

Before pitching the entrepreneurs, we have to determine the

Potential/ opportunity by referring the Ramadan/festivals, and prepare

The call accordingly.

a) For purchase the product, Dates and Chocodates.

b) To use our product as a gift for their employees as well as clients.

Formulate plans to achieve the objective:

Having determined the objective, strategy to achieve the objectives

Should be planed.2. Check: -

Greet the entrepreneurs personally/by call as possible and start the call.

Also introduce yourself.

a) Check out the last calls: Check the last calls list and identify those

entrepreneurs who have given you time to recall.

b) Check out complains: Check complains, why entrepreneurs are not

interested in our product.

3. Enterprising: -

Step 2 & 3 will run concurrently. The primary objective to encourage

The entrepreneurs purchase our brand DATE CROWN products.

4. Presentation: -

The success of this step will largely depend on how the 1st and 3rd

steps have been executed. Before getting into a dialogue with the

entrepreneurs, it is important to prepare yourself based on the brand

promotion, improve sales etc. it is important to get the entrepreneursfull attention before making promotion and sales presentation.

5. Close: -

This is a critical step of the call procedure. Send the samplesOf your product and allow the entrepreneurs to decide on the

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Suggested product/quantities. What technique to use will

Depend on the situation?

6. Post Order: -

For ready stock operation, it is necessary to check the quantity

Ordered/delivered. This will further improve the sales. It is important

to thank the entrepreneurs for his corporate tie up with the company

and also ensure to inform the day/date of next visit.

7. Call Analysis: -

Finally the call should be reviewed to determine whether our objective

Is met or not. Evaluate what went right or wrong and this helps in

deciding what should be done on similar calls. This step also helps in

determining ones own areas of improvement. Make sure to record

important feedback of the entrepreneurs and your own observation/

learnings in the daily report form.

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DAILY REPORT SHEETS

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TABLES

OF

ENTERPRENEURS

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OUTCOMES

TABLES

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SWOT Analysis

Strengths

Weakness

Opportunities

Threats

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Strengths:

1. Nutritional Value: -

The nutritional value of Dates is the highest amongst all the

fruits and vegetables present in the market.

2. Medicinal Value:-

Dates also has a good medicine value, it helps in curing of

various diseases and also improves the immunity, which

helps in prevention against various diseases.

3. International Brand:-

Date Crown is the only international Date brand, which is

available in India; other brands of Dates are mainly Indian.

So, Date Crown brand is monopolistic in itself.

4. Most hygienic :-

The Dates of Date Crown brand is the most hygienic dates

available in India, because all the process right from

harvesting to packaging is done in the most hygienic

conditions, controlled temperature and with the help of

automated machines.

5. Competitive price:-

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The price of our product is very competitive as compared to

other dates in India. We are offering a most hygienic

International brand at prices equal to the Indian brand.

6. Great taste of Dates:-

The taste of our Dates are also very good in comparison to

other dates which are available in India because in India

mostly yellow dates are imported, which are hard and less

juicy. Date Crown dates is extremely soft and very juicy

because we deal only in black Dates.

7. Shelf life:-

The best before date are there on the packets of Date Crown,

which is not there on other brands.

8. Availability:-

Our product is available all over India and throughout the

year. But in case of other brand they are available only in

limited area or zone and also for limited time period. Our

distribution channel is present all over India in around 28

cities covering all the states and all the zones.

9. Monopolistic product (Chocolate dates):-

The chocolate dates are itself is a monopolistic product in

Indian market, there are various kinds of chocolates that are

present but no company has chocolates with dates.

10. No other competitor:-

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Other brands, which are present in India, are basically

dealing in yellow dates, which are of inferior in taste and

quality. Date Crown is the only brand which deals inpremium quality black Dates. The taste and quality of black

dates are superior.

Weakness

a. Dates in summer :-

Most the people think that dates are not good if they take in summer

because it generates heat. So most of the people feel that Dates is best

when it is consumed in winters only not in summers.

b. Packaging :-

Most the people are not able to differentiate between the different

varieties of dates packets because the packaging of all the varieties is

similar. They cannot differentiate in one go; they have to see the

packet carefully to know the difference.

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Opportunities

Institutional Sale: -

Asper my observation Institutional sale is a new segment for the

company, where company can generate its business and have lots of

opportunities.

1. Enterprises

2. Hotels

3. Car Show Rooms

4. Gyms

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Threats

Following are the threats, which are observed by me-

a) Price:-

The price of Date Crown products has increased around 16% as compared to

last year. But the prices of other average quality dates, which are available in

market, are almost same as last year. In future this price rise may not be in

favour of the company.

b) Shelf Life: -

The Date fruit has limited shelf life of one year. The consignment is exportedto India from UAE and it takes at least one and a half month. It is also a threat

for the company.

c) Imitation: -

AS our brand Date Crown is becoming popular day-by-day, other companies

and local traders imitate the Date Crown logo, packaging etc.

d) Packaging:-

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Most the people are not able to differentiate between the different

varieties of dates packets because the packaging of all the varieties

is similar. They cannot differentiate in one go; they have to see thepacket carefully to know the difference.

Observation

As per my observation, I have analysed that the small and

medium entrepreneur think that.

a) The dates are a dry fruit, it most probably eaten in

Ramadan, they also dont know about dates properties.

b) They have seen unhygienic dates in Indian Market

before some year now they have perception about dates

unhygienic In Indian Market

c) Date crown is an international brand but in India People are less

aware about Date crown (Al-Foah brand) they also dont knowThe verities of Dates

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d) First when I started the pitching to Muslim and OtherEntrepreneurs they had little idea about dates, and they want to

avoid my call, but when I started to educate them about Dates

As well as our company brand then they had started to think

About dates fruit.

e) I have pitched around hundred fifty Entrepreneurs out of those

Some ready to purchase and some Entrepreneur waiting to

Ramadan for purchase the dates.

f) In India Entrepreneur gives the gift to their employees

They give most probably bones (Cash) and sweets, when I

peruse

Them to adopt our product, they called first show us your

product then we will think.

Suggestions

In two months of my summer training, I have analysed and

I would like to suggest two points, which are listed below

a) Packaging: -

Most the people are not able to differentiate between the

different varieties of dates packets because the packaging of

all the varieties is similar. They cannot differentiate in one

go; they have to see the packet carefully to know the

difference.

b) Enhanced promotional strategies: -

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Another suggestion we would like to give, Is the brand

awareness, as we interacted with lots of people during these

two months and we came to know that most of the peopleare less aware of dates and especially our brand Date Crown.

So, company should focus on advertisement of our products,

it can be done through-

1. Television commercials.

2. Newspaper Advertisements.

3. Radio.

4. Public Place like (Metro)

Above these mediums have the maximum reach?

sartaj msm al foah india pvt ltd final

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