ABOUT PROJECT In India, brand has two product categories under this strategic brand name: Noodles and

Soups. As part of the brand extension and value creation objective of the company, Nestl now is going to launch Ketchup in Indiai market. Ketchup and Sauce business of Nestle under the brand name is very much profitable and successful in other countries specially South Asian regions like in Nestle India (10,000 tons per annum) and Nestle Malaysia (12,000 Tons per annum). In most of the countries, where has launched its ketchup range, it has become the market leader in this category. Following this heritage and business excellence in ketchup business, Nestl India is also interested to explore the business in local market. Moreover, in India, there's a huge market for Ketchup and sauces. A very good number of players including some very strong local players are operating successfully in this market. Now Nestle would like to launch in this segment and making a five years marketing plan.

AN INSIGHT OF COMPANY HISTORY

By the early 18th century, the table sauce had made it to the Malay states (present day Malaysia andSingapore), where it was discovered by British explorers. The Indonesian-Malay word for the sauce was kchap. That word evolved into the English word "ketchup".[3] Many variations of ketchup were created, but the tomato-based version did not appear until about a century after other types. By 1801, a recipe for tomato ketchup was created by Sandy Addison and was later printed in an American cookbook, the Sugar House Book.[4] 1. Get [the tomatoes] quite ripe on a dry day, squeeze them with your hands till reduced to a pulp, then put half a pound of fine salt to one hundred tomatoes, and boil them for two hours. 2. Stir them to prevent burning. 3. While hot press them through a fine sieve, with a silver spoon till nought but the skin remains, then add a little mace, 3 nutmegs, allspice, cloves, cinnamon, ginger, and pepper to taste. 4. Boil over a slow fire till quite thick, stir all the time. 5. Bottle when cold. 6. One hundred tomatoes will make four or five bottles and keep good for two or three years. The salt in this recipe, which served as a preservative, yields an extremely salty taste. This recipe is important because tomato was not widely accepted by people in North America in the early 1800s. Many people incorrectly believed that tomatoes, which resembled their cousin nightshade, were poisonous. James Mease published another recipe in 1812. In 1824, a ketchup recipe using tomatoes appeared in The Virginia Housewife (an influential 19th-century cookbook written by Mary Randolph, Thomas Jefferson's cousin). American cooks also began to sweeten ketchup in the 19th century.[5] As the century progressed, tomato ketchup began its ascent in popularity in the

United States. Ketchup was popular long before fresh tomatoes were. [6] Many Americans continued to question whether it was safe to eat raw tomatoes. However, they were much less hesitant to eat tomatoes as part of a highly processed product that had been cooked and infused with vinegar and spices.[6] Tomato ketchup was sold locally by farmers. A man named Jonas Yerks (or Yerkes) is believed to have been the first man to make tomato ketchup a national phenomenon. By 1837, he had produced and distributed the condiment nationally.[7]Shortly thereafter, other companies followed suit. F. & J. Ketchup launched their tomato ketchup in 1876.[8] Ketchup tomato ketchup was advertised: "Blessed relief for Mother and the other women in the household!", a slogan which alluded to the lengthy and onerous process required to produce tomato ketchup in the home.[9] The Webster's Dictionary of 1913 defined catchup as: table sauce made from mushrooms, tomatoes, walnuts, etc. [Also written as ketchup]. Modern ketchup emerged in the early years of the 20th century, out of a debate over the use of sodium benzoate as a preservative in condiments. Harvey W. Wiley, the "father" of the Food and Drug Administration in the U.S., challenged the safety of benzoate which was banned in the 1906 Pure Food and Drug Act. In response, entrepreneurs including Henry J. Ketchup, pursued an alternative recipe that eliminated the need for that preservative.[1] Prior to Ketchup (and his fellow innovators), commercial tomato ketchups of that time were watery and thin, in part due to the use of unripe tomatoes, which were low in pectin. They had less vinegar than modern ketchups; by pickling ripe tomatoes, the need for benzoate was eliminated without spoilage or degradation in flavor. But the changes driven by the desire to eliminate benzoate also produced changes that some experts (such as Andrew F. Smith [10]) believe were key to the establishment of tomato ketchup as the dominant American condiment.

MISSION AND VISION

Team Building & Collaboration - We embrace great ideas from everywhere and everyone and respect all individuals.

Innovation - We spot consumer and customer needs and meet them with simple, creative solutions.

Vision - We define a compelling, sustainable future and create the path to achieve it.

Results - We deliver on commitments, take accountability and balance the short- and long-term.

Integrity - We always tell the truth, act with the highest ethical standards and ensure that our products are of the highest quality.

STANDING POSITION OF COMPANY BRAND VALUE

Henry John Ketchup said to do a commonthing uncommonly well brings success,thing uncommonly well brings success,andandKetchup KetchupKetchup Ketchupis apparent proof of is apparent proof of that maxim, ranking consistently amongthat maxim, ranking consistently amongtop brands in Harris Interactivestop brands in Harris InteractivesEquiTrend brand-equity study andEquiTrend brand-equity study andclaimingclaimingthe No. 1 equity score in 2008 the No. 1 equity score in 2008.

OBJECTIVE:
To plan of launching Ketchup in India to grasp a major portion of market

share. To see the market situation and have an overview of the ketchup industry To analysis opportunity and issue To set the objectives To set marketing strategy To set financial projection and implementation controls.

RESEARCH METHODOLOGY
According to Green and Tall A research design is the

specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study. I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. I chose a sample of about 30 corporate customers I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as

efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I conclusive research. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of Ketchup Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: can directly head for the

 Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Ketchup. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

CONSUMER GROUPS
consumer behaviour :Referring to Solomon (2006, p.27) consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, idea or experiences. Consumer behaviour focuses on how individuals make decisions to spend their available resources on consumption related items. That includes what they buy, why they buy, when they buy, where they buy it, how often they buy it how often they use it, how they evaluate it after they purchase and the impact of such evaluations on future purchases, and how they dispose it. Schiffman and Kanuk (2004, p.8) Consumer attitude :According to Ajzen (1998) the attitudes are the first determinant of behaviour intention. In consumer behaviour context attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect of a given object. There is a general agreement that attitudes are learned. This means that attitudes

relevant to purchase behaviour are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass media advertising. Internet etc. (Schiffman and Kanuk, 2004, p.253) As learned predisposition, attitudes may propel consumer towards particular behaviour or repel the consumer away from particular behaviour. . (Schiffman and Kanuk,2004, p.253) Consumer decision-making process :Many consumer theories regarding the consumer behaviour were based on economic theory on the notion that individuals at rationally to maximize their benefits/satisfaction in the purchase of goods and services. Later research discovered that consumers are just as likely to purchase impulsively and to be influenced not only by family, friends, and advertisers but also by mood, situation and emotion. All of these factors combine to form a comprehensive model of consumer behaviour that reflects both the cognitive and emotional aspects of consumer decision-making. (Schiffman and Kanuk, 2004, p.19) In this simplified model (Figure 3.1) of consumer decision-making process Schiffman and Kanuk (2004) identified three distinct but linked stages from which the process of consumer decision-making can be viewed. It ties together the psychological, social and cultural concept into easily understood framework.

PRODUCT PROFILE
About Maggi Tomato Ketchup :-

[source : http://upload.wikimedia.org/wikipedia/de/thumb/0/06/Maggilogo.svg/677px-Maggi-logo.svg.png]

Maggi Tomato Ketchup is primarily a taste enhancer, giving the food provider taste, aroma and also contains iodised salt. Nestle was seriously working on brand extension to leverage brand success in some potential product categories. The company finally decided to

enter ketchup market with the brand Maggi. Finally in 1985 when Maggi noodles had reached 4000 tonnes business, they ensured the establishment of the brand Maggi and launched their Maggi ketchup. Market leader Kissan was selling its ketchup in 500 gm. Nestle decided upon 400 gm bottle to give the consumer a price- point advantage. The main launched its product all over India. The main focusing aspect of their advertisement was what ketchup does to your food- tasty and more palatable.
Encyclopaedia, http://www.absoluteastronomy.com/topics/Maggi

4 Ps of Marketing of Maggi Tomato Ketchup

1. PRODUCT :- ( 1Kg bottle)

a. Available in different variants: Maggi Ketchup Maggi Hot & Sweet Sauce, Maggi Masala Chilli Sauce, Maggi Chilli Garlic Sauce, Maggi Tamarind Sauce, Maggi Tomato Sauce (Without onion & garlic), Maggi Tomato Ketchup (With onion & garlic), tomato chatpat, Teekha masala, Tomato pudina. b. The product ingredients are water, tomato paste (34%), sugar, iodised salt, acidifying agent (260), thickening agent (440 & 401), onion powder, garlic powder, mixed spices and preservative (211).
2. PROMOTION :-

a. They promote their product very effectively through television by adding humour in the ads. b. They also sponsor various cookery shows to promote alternate usage of products. Maggi was a sponsor for Hum Log, a popular television show on Doordarshan, Indias sole channel in 1984. c. They also use strategy of free product samples to promote it. They have distributed samples in various mall and schools in Delhi. Celebrity endorsements:- Maggi was They came up

Source :-

http://fliiby.com/images/_thumbs/me_jrtq2qc6al1.jpg Source : http://www.maggi.in/MAGGI_Sauces.aspx

with their popular character of Pankaj and Javed to communicate with target audience Nestl carried out various promotional activities as well. These included the August 1999 Fun-Dooz campaign and Jungle Jackpot campaign .They have taken Javed Jafferi for endorsement of tomato ketchup. They used a punch line that is very effective and creates a unique image in the minds of the customers. That is its Different. On completing its 25 years in India, Maggi has changed slogan to Make a Difference. And its now campaign slogan is Mai & maire maggi.
3. PLACE :- Sold in India , New Zealand , Australia , Malaysia,

Pakistan, Nigeria, Philippines and Singapore.The distribution network is well spread as it is easily available in all karyana stores, retail store etc.
4. PRICE :-

Its Maggi Rich Tomatoes is priced at Rs 90 (1 kg bottle with 20% free offer).

4 Ps of marketing of Kissan Tomato Ketchup are :-

1. PRODUCT :- ( 1Kg bottle)

It is available in different variants: Kissan Ketchup and Kissan Sauce (no onion no garlic), Kissan Tomchi. The product ingredients are water, tomato paste , sugar, salt, acidity regulator (260),Stabilizers (1442 & 415), condiments, onion powder, garlic powder, mixed spices and preservative (211).

The thickness is more as compared to Maggi Ketchup. Due to the hidden quantity of the tomato paste in the ingredient.

2. PROMOTION :-

a.

No particular celebrity endorsement is used by the HUL ( Hindustan Unilever Limited ).

b. The new campaign of Kissan has positioned the Kissan Ketchup a unique product . Taking the tag line "Aao banaye pakode behtar" translated to "Making Pakode taste better". In these series of ads, the brand plays a second fiddle to the main snack. The brand takes the positioning of a "Great Accompaniment " 3. PLACE : Sold in India, U.S.A and Australia. The distribution network is well spread as it is easily available in all karyana stores, retail store etc.
4. PRICE :-

Kissan Ketchup is priced at Rs 91 (1 kg bottle).

http://www.mrsbectorfoods.com/images/sauces_img.jpg

Established in 1978 as a small enterprise by Mrs. Bector, a housewife and passionate food enthusiast, the Cremica Group is today a widely diversified food products company engaged in food retailing and food services industry. Mrs Bector's Cremica, a 90 million dollar company, is one of the largest players in food services business in India. The Cremica Group includes Cremica Frozen Foods, EBI foods, Mrs Bector's Desserts and Cremica Agro India. It serves as a one-stop solution provider to all leading food service chains, food retail chains, hotel groups and airlines. Cremica's spread of delightful biscuits, breads, sauces, bread spreads, ready-to-eat curries and syrups have something for everyone. Today, its products are exported to 50 countries including Africa, the USA, UK and the Middle East. Source : Asian News International ( 2009)
http://www.thefreelibrary.com/The+Cremica+group+making+waves+in+food+service+industry.(Company...a0199265103

4 Ps of marketing of Cremica Tomato Ketchup :1. PRODUCT :- ( 1Kg bottle)

a. Its product line includes Tomato ketchup, chilli sauce, tomato ketchup sachets, chilli sauce sachets, mustard sachet, mint dip sachets, pizza pasta sauce, salsa Mexicana sauce, chilli garlic sauce. b. The company has launched a new `concept product' which it calls a `tiffin ketchup sachet.' This is a carton with 25 single serve sachets which the company hopes will do well in homes with school-going children. c. The product ingredients are water, tomato paste (34.5%), sugar, common salt, liquid glucose, permitted acid (E 260), permitted emulsifier and stabiliser (E415), onion powder, garlic powder, condiments.
2. PROMOTION :-

a.

No particular celebrity endorsement is used by the Mrs. Bector for cremica tomato ketchup.

b. They promote their ketchup through hoardings, wall paintings and from various fast food corners like McDonalds, Pizza Hut, and Subway.
3. PLACE :-

a. The company is a major player in the institutional sales segment and supplies to international chains such as McDonald's, Pizza Hut, Indian Railways, Jet Airways, Kellogg's, Subway and to the Indian Army's Canteen Stores Department. The company has a retail presence largely in the Northern market. b. It is looking at an entry into smaller places such as Goa, Indore, Raipur, Jaipur, Agra, Lucknow, Kochi, Coimbatore and Madurai. c. It also makes products for the food divisions of major FMCG companies including a chocolate topping for Kwality Wall's, the ice-cream brand of Hindustan Lever. d. It has also partnered with Cadburys ITC and EBI Foods, a UK based firm. It has customers like Cafi Coffee Day, Taj Group of Hotels, Spencer.
4. PRICE :-

The price of 1kg Cremica Tomato ketchup bottle for Rs. 89 for consumers.

HINGZ
Started in the year 1994 by taking over the Family Product Division of Glaxo. Head office is at Mumbai. Branches in Mumbai, Delhi, Chennai and Kolkata

 Factories at Aligarh and Bangalore. Six co-packers who pack /manufacture our products based on our recipe, under our Technical & Quality Assurance supervision. A Dedicated work force of 860 direct employees ; about 390 Management staff and 470 NonManagement staff It is one of the fastest growing FMCG Product : Ketchup Tomato Ketchup Ketchup Kitchen Klassics Glucon D Complan Nycil Sampriti Zero debt company CEO of Ketchup India is Mr.Thiruambalam VP HR is Mr.Mohan

MARKETING STRATEGIES
3.8 DISTRIBUTION REVIEW: Our strategy assumes that we need to go into specialty channels to address our target customer's needs. We position our products as the highest quality,

highest incentive offering for our own distribution channel. Our distribution channel is:

CHAPTER-4 MARKETING STRATEGY

4.0 MARKETING STRATEGY: Our marketing strategy is based on a positioning of product differentiation. On the consumer side, we have targeted the middle to upper class households who need ketchup for family and their children to add extra taste to their eating. Most of the middle class consumers want the price of the ketchup be 40 to 45 tk. i.e. they want lower- priced product with high durability and preservation ability. Most of this segment can be demographically described by age (3045). Besides, we have set a goal to serve some restaurants on the business side. This target market ranges from the small to three or 5 star hotels who want to serve their customers ketchup with a different but wonderful taste and want more preservation within a reasonable price. Each of the four marketing mix strategies conveys our differentiation to the target marker segments identified above.

4.1 POSITIONING:

Positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market. Actually our strategy is to grab an unoccupied position. Our market positioning strategy is given below in a table:

Company& Target Product Consumers Nestl() Quality conscious consumers of ketchup

Benefits More

Price At an affordable

Value Proposition Tastier, spicy

(Ketchup)

ketchup from preservation price for the the pure ability and middle class ingredients at tasty and a moderate upper class price. families.

4.2 PRODUCT STRATEGY: Our ketchup, including all the features described in the earlier Product Review, will be sold with a more preservation ability warranty than the other products in the market. In the following year, we will try to increase more tasty ingredients and launch ketchup which the lower-middle class consumers will also be able to buy. Building the Brand is an integral part of our product strategy. The brand and logo will be displayed on the product and its packaging and reinforced by its prominence in the introductory marketing campaign.

4.3 PRICING STRATEGY: ketchup will be introduced at 38 taka wholesale and 45 taka estimated retail

price per unit if we want to have some profitability. We expect to lower the price of this first product when we expand the product line by launching the next ketchup. These prices reflect a strategy of attracting desirable channel partners and taking marker share from our major competitor Pran.

4.4 DISTRIBUTION STRATEGY: Our channel strategy is to use intensive distribution to have our product sold through well-known stores and shopping malls. During the first year, we will add channel partners until we have coverage in the country market and the product is included in the major ketchup catalogs and Websites. In support of our channel partners, will provide detailed specification handouts, full-color photos and displays featuring the product. We will also arrange special trade terms for retailers who place volume orders.

4.5 MARKETING COMMUNICATION STRATEGY: By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation. We will introduce advertising on a pulsing basis to maintain brand awareness and communicate various differentiation messages. Advertising agency will also coordinate public relations efforts to build the brand and support the differentiation message. To attract, retain and motivate channel partners for a push strategy, we will use trade sales promotion and personal selling to channel partners. Until the brand has been established, our communications will encourage purchases through channel partners rather than from our Website.

4.6 MARKETING RESEARCH:

Using research, we can identify the specific features and benefits that our target market segments value. Feedback from market tests, surveys and focus groups will help us to develop our ketchup. We are also measuring and analyzing customers attitudes toward competing brands and products by surveying in the households and restaurants. Brand awareness research will help us to determine the effectiveness and efficiency of our messages and media. As we want to establish our own image, we will initiate questionnaire to be acquainted with the consumers need and wants. Finally, we will use Customer satisfaction studies to gauge marker reaction.

ABOUT COMPETITORS
PRODUCT OFFERING: Ketchup is going to launch two popular variants in the market. has created tomato ketchup and chili ketchup that are differentiated and superior to competitors. Customers can taste the quality and freshness of the product in every bite. The following are characteristics of the product:

1.1. Best quality 2.2. More durability 3.3. Posses no harmful chemical ingredient , one of the strategic brands of Nestl, is dedicated to providing the best foods to people throughout their day, throughout their lives. With our unique experience of anticipating consumers needs and creating solutions, contributes to consumers well-being and enhances consumers quality of life.

3.5 COMPETITIVE REVIEW: Increased entry of established sauce, ketchup and pickle food industry has pressured industry participants to continually add features and cut price. Key competitors include:

Brand Pran Best Ahmed Druk Roza Meridian BD Ketchup Others

Pack Price Mkt. Size Share 340 340 340 400 300 285 340 300 40 49 40 63 45 46 50 49 Avg. 320 Avg.45 20.0% 19.3% 13.4% 11.6% 7.0% 4.7% 3.5% 2.6% 17.9%

Targeted Consumer Middle and upper- income household& also restaurants Middle and upper income households & foodservice area Middle-income household Upper income households& foodservice area Households & Restaurants Middle-income household Middle and upper- income household Upper income households& foodservice area Household & foodservice area

100.00% Pran: The ketchup market is dominated by Pran with its 20% market share with 340 gram packed size which is sold in taka 40. Pran is the best selling sauce in household. Middle and upper-income households prefer pran for home consumption. In terms of availability, Pran is available in most of the store. High numeric distribution of Pran can be seen nationally. It has 250 distributors in all over India. Pran is giving highest trade promotion to the retailers. It offers credit for the retailers for highest selling in the market. Best: Best is also the most popular brand in the middle & upper income households. It holds 19.3% market share with 340 gram packed size which is sold in taka 50. Best is the best selling sauce in foodservice area. In Fast food shop 4gm best sauce is very much popular. It is giving competitive trade promotion to the retailers. Ahmed: The local brand Ahmed gains 13.4% market share with its 340 gram packed size which is sold in taka 40. The middle-income household mostly uses for it in home consumption. Druk: Druk is the most popular brand upper income households. It acquires the best selling sauce in foodservice area. Most of the renowned restaurants use druk for food serve. Druk has 11.6 % market share with its 400gram packed size which is sold in taka 63. Roza: Roza possess 7 % market share. It is also consumed for household consumption as well as restaurants. The chili flavor is mostly used in the restaurant. Meridian: Meridian is used mostly for in home consumption by the middleincome households. It gains 5% of the total market share. It gives incentive

trade promotion for retailers. It offers 1 Sauce free for 1 dozen of sauce purchase for retailers. BD: BD is the newly entry sauce industry in the ketchup market. Within a short time, it gains 3.5% market share for TV communication with high frequency. Ketchup: Foreign brands Ketchup acquire 2.6% share with its 300 gram packed size which is sold in taka 49. Resturants and upper-income households is the main customer of Ketchup. Others: Roma, Kohinoor, Kimball, Del Monte, Seema, Suree and others have the rest market. Most of them are used in the restaurants. Most of the restaurants use Chili sauce for cooking and other purposes. Despite this strong competition, Ketchup can carve out a definite image and gain recognition among the targeted segments. Figure-2.1 shows competitive companys markets share holding :

3.6 KEYS TO SUCCESS:

The keys to success are producing ketchup that meets market demand. In addition, our ketchup must ensure total customer satisfaction. If these keys to success are achieved, it will become a profitable company. The following a are the areas where the company is pioneer: U Uncompromising commitment to the quality of the product. C Continuously revitalize the products. Communicate the differentiation and quality of our offering through personal interaction and media.

DATA ANALYSIS AND INTERPRETATION

Qno2. Do you sell Ketchup Product? Yes No

INTREPRETATION:

Out of 492 outlet surveyed: 72% i.e. 355 were selling Ketchup Products. And 28% i.e 137 were not selling Ketchup Products.

INTREPRETATION: The reason Behind not selling of Ketchup Products are: 56% i.e. 74 out of the 137 Retailer dont sell because of unavailability. 22% i.e. 31 out 137 say due to Low Promotional schemes 16% i.e. 22 out of 137 say they dont due to Low Margin. And remaining 6% say 9 retailers say they dont sell due to Lack Of Demand.

Qno.4 If Yes, Which among the Following Skus you sell? Ketchup Ketchup Complan Nycil Glucon-D Sampriti

INTREPRETATION: Out of 355 outlets 48 keep Ketchup ketchup for selling. 245 keep Complan for selling. 255 keep Nycil for selling. 321 keep Glucon-D for selling. And no outlet is keeping Sampriti Ghee.

Qno5 What is the monthly sales of Ketchup Products at your outlet? Below Rs 3000- Rs 6000 Rs 6000- Rs 9000 Rs 9000 onwards

INTREPRETATION:

98 outlets have their monthly sales of Ketchup Products Below Rs 3000. 135 outlets have their monthly sales of Ketchup Products in between Rs 3000 Rs 6000. 73 outlets have their monthly sales of Ketchup Products in between Rs 6000 Rs 9000. And 49 outlets have their monthly sales of Ketchup Products above 9000.

Qno6 From where you Purchase the Ketchup Products? Distributor Wholesaler

Other, If any, Please mention: _____________________________________________

INTERPRETETION:

75% i.e. 267 Retailers make purchases from Distributor. And 25% i.e 88% Retailers purchase stock from Wholeseler.

Qno7 What is the frequency of DSR visit? Once in a week Twice in a Week

More than 10 days

Dont come

INTREPRETATION:

182 retailers had said that the DSR visit once in a Week. 22 retailers had said the DSR visit Twice in a week 123 retailers had said the DSR come after 10 days. And 165 retailers had said DSR dont come to their outlets.

Qno8 Are you aware about the current schemes of offered by the company?

Yes

No

INTREPRETATION: 217 Retailers said that they are aware of the current Schemes. Where as 136 Retailers said that they dont know any of the companys schemes.

Qno9 What is the mode of Purchase by you? Cash Credit

INTREPRETATION: 185 out of 267 Retailers had said they purchase on cash. And remaining 82 out of 267 Retailers had said they take credit too.

Qno10 If Credit, What is the credit period being given to you ? 3 Days 1 week 2 weeks More

INTREPRETATION: 48 out of 82 retailers had said they get credit only for 3 days. While 34 had said their credit limit is up to 1 week.

Qno 12 How Long it takes to Deliver your order ? With in 24 hours 2nd Day 3rd Day More

INTREPRETATION: 96 out of 267 retailers had said they get delivery with in 24 hours. 128 said they get delivery on 2nd day. 24 had said the stock is delivered at their place on 3rd day. And remaining 18 had said they get delivery after 3 days.

LIMITATIONS: We are lucky enough to get a chance to prepare a report on marketing Plan for introducing in Ketchup in India We tried heart & soul to prepare a well-informed report. In spite of trying our level best, there may be some l lacks in the paper. Those lacking are following: In the month of June, all organizations remain busy. So, the e employees were too busy to answer our queries. It was too short time to make a overall marketing plan in only 2 w weeks. We also faced a destruction of all our documents for wastage of the hard disk of our computer. In spite of our massive problem, we at last have tried to make it fulfilled. We beg your pardon for our unintentional delay.

CONCLUSION

During my internship training at H.J Heinz India Pvt. Ltd. I have learned a lot and my vision & practical exposure has broadened very much from my two months internship.Further,I also concluded that 100 per cent concentration, full care analytical ,descriptive &communication skills are key prerequisites for working in an industry. Any how ,preciselyspeaking this internship of two months is memorable period for me during which I availed theopportunity to flourish my communication skills ,polish my capabilities & abilities upgrade myknowledge about FMCG industry and broaden my vision and exposure towards practical life.

Bibliography

1. Kotler Philip, Marketing Management, 11th edition, Prentice Hall, 2003 2. Kotler Philip & Armstrong Gary, Principles of Marketing, 11th edition, Prentice Hall, 2006 3. http://www. Nestle .com 4. http://www.nutrition.nestle.com

QUESTIONNAIRE
Qno2. Do you sell Ketchup Product? Yes No

Qno.4 If Yes, Which among the Following Skus you sell? Ketchup Ketchup Complan Nycil Glucon-D Sampriti

Qno5 What is the monthly sales of Ketchup Products at your outlet? Below Rs 3000- Rs 6000 Rs 6000- Rs 9000 Rs 9000 onwards

Qno6 From where you Purchase the Ketchup Products? Distributor Wholesaler Other, If any, Please mention: _____________________________________________ Qno7 What is the frequency of DSR visit? Once in a week Twice in a Week More than 10 days Dont come

Qno8 Are you aware about the current schemes of offered by the company? Yes No Qno9 What is the mode of Purchase by you? Cash Credit Qno10 If Credit, What is the credit period being given to you ? 3 Days 1 week 2 weeks More

Qno 12 How Long it takes to Deliver your order ?

With in 24 hours 3rd Day

2nd Day More