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    Future Consumer Limited

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    Harmeet Singh Batra
    The document provides details about an internship at Future Consumer Limited including objectives, work assigned, key observations and findings from interacting with modern and general trade, and conclusions. The internship focused on understanding consumer behavior and sales of FCL products. Key activities included analyzing trade requirements and identifying gaps, tracking competitors, and consumer interaction planning.

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    Future Consumer Limited

    Uploaded by

    Harmeet Singh Batra
    117 views21 pages
    The document provides details about an internship at Future Consumer Limited including objectives, work assigned, key observations and findings from interacting with modern and general trade, and conclusions. The internship focused on understanding consumer behavior and sales of FCL products. Key activities included analyzing trade requirements and identifying gaps, tracking competitors, and consumer interaction planning.

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    The document provides details about an internship at Future Consumer Limited including objectives, work assigned, key observations and findings from interacting with modern and general trade, and conclusions. The internship focused on understanding consumer behavior and sales of FCL products. Key activities included analyzing trade requirements and identifying gaps, tracking competitors, and consumer interaction planning.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    117 views21 pages

    Future Consumer Limited

    Uploaded by

    Harmeet Singh Batra
    The document provides details about an internship at Future Consumer Limited including objectives, work assigned, key observations and findings from interacting with modern and general trade, and conclusions. The internship focused on understanding consumer behavior and sales of FCL products. Key activities included analyzing trade requirements and identifying gaps, tracking competitors, and consumer interaction planning.

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    You are on page 1of 21

    Summer Internship Report

    On
    UNDERSTANDING CONSUMER BEHAVIOR AND PENETRATION OF
    FCL PRODUCTS IN MODERN AND GENERAL TRADE
    2
    Introduction of the Company

     Future Consumer Limited is a subsidiary of the Future Group


     India’s first sourcing to supermarket FMCG company
     Wide range of FMCG products
     More than 25 brands of Food products & Home & personal care products
     Most of the products available at retail stores including Future Group’s Big Bazaar
     FMCG 2.0, a new marketing strategy to make its presence all over India
     Present turnover – Rs.3500 crores, estimated turnover of Rs.20000 crores by 2021
    3

     FMCG Industry Size in India: US$ 900 billion in 2018


     Product Lines:
    a. Food –
    4

    b. Home & Personal Care –


    5
    Organizational Structure:

    Holarctic Structure:
     Governance structure characterized by a distribution of power
    among self-organizing groups, rather than the top-down
    authority
     The goal is to ensure that those responsible for
    completing work are given the authority to
    decide how that work should be carried out
     Holacracies lead to greater efficiency,
    agility, transparency, accountability,
    employee engagement and innovation

    Holacratic Structure
    6
    Sales Functioning

    Responsibilities of the Sales force:


     To achieve the sales target
     Proper Merchandising
    7
    Sales Functioning

    Qualitative & Quantitative targets assigned to the Salesforce:


    1. Qualitative –
     intangible sales goal a business sets for itself
     Example – Good merchandising, Brand promotion, retaining previous customers and keeping
    customers satisfied

    2. Quantitative –
     Related to a numeric value
     Egs. Monthly sales targets(10 lakh, 20 lakh, 50 lakh, etc)
    8
    Sales Functioning

    Beat Plan & Route Plan of the Sales Executive:


    1. Beat Plan –
     A Day level route plan made for field sales/marketing personnel to make visits to a number of
    stores at a pre-defined frequency
     A Beat Plan defines whom to visit, when to visit, based on company’s priorities on stores
    category/segment
     Visits made for the purpose of sales order collection, visual merchandising, etc
    9
    Sales Functioning

    2. Route Plan –
     Travel plan used by a salesperson for making customers calls in a territory
     Reduction in travel time & cost & increment in selling time
     Improvement in territory coverage
     A collection of beat plans
    10
    Sales Functioning

     Daily expected sales of KARA products is Rs.10000 to Rs.15000


    11
    Sales Functioning

    Motivation and compensation plans for the sales executive:


     Incentives
     Recognition
     Awards
    12
    SWOT Analysis of Future Consumer Limited

    Strength Weakness
    1. Dependent heavily on India, and is susceptible
    1. Wide presence in India covering almost
    to foreign players
    all major cities and towns
    2. Stiff competition from global players means
    2. Efficient ,cost conscious committed market share growth is limited
    quality service 3. Unorganised online stores
    3. High brand equity in evolving market
    4. Variety of products under single window
    increasing the chances of customer time
    and choices
    5. Future Group as parent organisation
    13

    Threats
    Opportunities
    1. Global players trying to enter into Indian
    1. Evolving customer preference in
    market
    recent years
    2. Low priced product could be perceived
    2. Organized retail
    as low quality product
    3. Global expansion and tie-ups with
    3. Government policies are not well defined
    international brands
    in country like India
    14
    Internship Profile

     Company : Future Consumer Limited, a Future Group Company


     Division : Home and Personal Care
     Domain : FMCG
     Brands : Kara
     Profile : Sales and promotion(Channel sales-B2B, Modern trade-B2C)
     Location : Delhi NCR
     Time period : Two months
     Total sales achieved : Rs. 40,000(approx.)
    15
    Objective of the project/ internship

     To increase the sales of Future Consumer Limited’s personal care products like Kara wet wipes
    & nail polish remover through Modern trade & General trade
     To analyze the perception of Modern Trade buyers and identifying the gap between
    company’s offerings and their requirements and subsequently provide measures to reduce it
     Competitors’ activity tracking, monitoring and reporting
    16
    Details of work assigned / KRAs

     Channel Sales: A method of distribution used by a business to sell its products, usually by dividing
    its sales force groups that focus on different selling channels
     Consumer interaction activities planning and execution: It involved consumer interaction
    activities in modern trade to understand the consumer buying habits
    17
    Key observations and findings

    1. General Trade (Channel Sales):


     Based on the beat plan meetings, follow-up meetings, price margins & schemes provided and other benefits explained the
    result was an increased sales value
     FCL products’ visibility is rather low comparing to other brands
     There exists a little gap in the distribution system and it needs to be regularly checked and worked upon to improve the
    efficiency
     Retailers’ major concern was getting the stock delivered on time
     Distributors’ major concern was getting the payments from market on time
     If the company want to go further and want to increase market share, the organization have to do marketing and
    advertisement on regular basis
     Retailers grievances needs to be addressed timely
     Timely allocation of TOTs to various retailer would help increasing morale of retailers
     Proper communication between retailers and distributors is must for overall business growth
    18
    Key observations and findings

    2. Modern Trade:
     Visual merchandising impacts consumer buying behavior in positive manner. If visual merchandising is good and attractive,
    the customers are attracted to the products and there’s an increase in sales
     Approximately 50% of the approached customers took free samples of Kara products & out of those approximately 60%
    bought the sampled product
     Kara wet wipes’ sales is high in summers as compared to winters
     The Power of Persuasion works only with politeness
     Free sampling of products increases the probability of increase in sales of the product
     The USP & special features of a product attract the customers & also aspire them to buy the product
    Relevance of the Internship / Value Addition 19
    to the Organisation

     The internship helped us understand the customer’s perception towards


    the brand
     The internship helped us understand the customer needs which the
    organisation can work upon while developing new product or doing
    quality related research
     Through our on the job training we promoted Kara products to the
    customers who never knew about Kara products, hence creating new
    customers for the organisation
     In a span of two months our on the job training increased the sales of Kara
    products, hence adding to the turnover
    20
    CONCLUSION AND RECOMMENDATION

     On a concluding note, it is clear that FCL is a fast growing FMCG company


    and its expected turnover by 2020 is Rs.20000 crore
     A push on the marketing portion is required to fill in the gaps between
    company and potential buyers
     A push on the marketing portion is required to fill in the gaps between
    company and potential buyers
     In Modern Trade sector the market viability is high and requires one-to-one
    interaction of business with the customer
     Proper Visual merchandising should be a priority in Modern Trade
    21

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