Keventer Abhi

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G A P A N A LY S I S

AND
B U S I N E S S O P P O RT U N I T I E S
IN
GENERAL TRADE MARKET
OF
K E V E N T E R  A G R O   P v t .   L t d .
Presented by:

ABHISHEK BANERJEE
VP225051993
Introduction to
industry

F.M.C.G
FA S T- M O V I N G -
CONSUMER-GOOD
D.I.B.C.O.S.E OF FMCG
• Fast-Moving Consumer Goods are consumer products sold quickly at low prices,
including food, personal care items, household goods, and more.

• FMCG products are essential for daily life, have high demand, and contribute to
continuous revenue generation and economic growth.

• Consumer behavior influences FMCG marketing, driven by factors like


convenience, price sensitivity, brand loyalty, and impulse buying.

• FMCG products are perishable, have a short shelf life, and experience rapid
turnover due to frequent consumer purchases.

• FMCG companies face competition, changing preferences, and market dynamics,


but also find opportunities in digital marketing, e-commerce, sustainability, and
wellness.

• FMCG companies employ branding, advertising, packaging, pricing, and


distribution strategies to gain a competitive advantage.

• Real-life examples of successful FMCG brands showcase effective marketing


campaigns, product launches, and innovations in the industry.
ABOUT
THE
COMPANY
1986: Founded in Kolkata by Edward Keventer,
India.

1990: Begins its operations in the dairy industry.

1995: Expands its product portfolio to include fruit


juices and beverages.

2000: establishes a strong distribution network


across India, reaching a wider consumer base.
2005: The company introduces frozen foods to its
product lineup.

2010: Keventer Agro expands its presence in


international markets.

2015: Launches a range of packaged drinking


water.

2020: The company introduces ready-to-eat


snacks to its product range.

Present: Continues to expand its product offerings


while maintaining a focus on quality.
VISION
VISION

To grow to be one of
Eastern India's top
food firms.
 To expand on our 125-year history and breadth of
knowledge in the dairy and food processing industries.

 To guarantee that the greatest technological and hygienic


procedures are used at every stage of the food production
value chain, from farm to fork.

 Ensure that "Enriching Lives"—our company's motto—is


understood by all of our stakeholders, including customers,
employees, vendors, distributors, retailers, and shareholders.
O
B
J
E
C
O B JEC T IV ES T
I
V
E
S
OBJECTIVE
S
 To understand the market competition in terms of
the price value.

 To understand the share of Keventer frozen


product in the market.

 To understand the customer demand and


satisfaction from the retailers Point of View.
RESEARCH METHODOLOGY
Sample Size taken for the survey: 133

Method adopted for sampling: Convenience Sampling and Judgmental Sampling


Method of
Data
Collection:

Primary Data Secondary Data


Collection Method: Collection Method:

1. Direct 3. Survey conducted


interviews with via questionnaire
the retail shop
owners 4. Interaction with the Official website of
Area Sales Manager, the company
2. Direct Regional Sales
interviews with Manager
the distributors
Location of study:

• Sitarampur
1

• NEAMATpur
2

• CHITTARANJAN
3

• BURNpur
4

• ASANSOL
5

• RANIGANJ
6

• DURGAPUR
7
DATA ANALYSIS
VARIETY IS SUFFICIENT
100
80
60
40
20
0
Agree Neutral Disagree

PRICE IS COMPETITIVE
60
50
40
30
20
10
0
Agree Neutral Disagree
PROVIDES MARKETING
SUPPORT
60
50
40
30

Rider’s
20
10
0
Agree Neutral Disagree

80
Profile
PROFITABILITY IN RETAIL

60
40
20
0
Agree Neutral Disagree
COMPETITVE BRAND SALES
50
40
30
20
10
0
Rider’s
Amul Safal McCain

50
Profile
SHARE OF KEVENTER
IN RETAIL STORES

40
30
20
10
0
>25% >=50% <50%
KEVENTER
f r o z e n
FINDIN
GS
FINDINGS
 81% agreed that quality of Keventer products meet the
wants of the customers.

 61% were neutral about Keventer promptly addressing


any issues raised by retailers regarding their frozen
products.

 84% agreed that the packaging of Keventer is good to


preserve the product quality.

 41% claims that Safal is the best competing brands of


Keventer frozen products.
LEARNING
S
 Due to less branding and promotion the product
awareness was minimal.

 Prices were high in comparison to other brands


whereas profit margins are low.

 The retailers from the different religious beliefs are not


readily accepting the products due to its certification.

 Retailers do not have the total product list from the


company’s end and thus are not completely aware of
the product variations.

 The freezer providing policy of Keventer is not


supporting the retailer and thus they are not motivated
to sell their products.
LI
M
S-
IT
S- S-
IT IT LI
I M I M M
IT
- L - L S-
T S T S LI
I I M
I M I M IT
S
- L - L
S S
IT IT
I M I M
L L

LIMITATIONS I M
I T S

- L S -
T S IT
I M
I M L I
- L S -
LI
MI S T -
TS IT I
M IT S
-L M I
IM
IT
S-
LI S-L IM
LI
MI IT L
TS
- L IM
L I M I T AT I O
NS
 Supervisors were not able to give much time due
to workload and allotment of huge areas under
them.

 No dedicated distributors were available due to


which focus on Keventer products were less

 2 months is very less time to travel and complete


all of the areas minutely.

 As a student I had very less knowledge and


experience to properly fill up the gaps with data
and proper communications.
REFERENCE
S
• https://www.keventer.co
m

• https://www.ambitionbox
.com/overview/keventer-a
gro-ltd-overview

• https://www.bloomberg.c
om/profile/person/172631
38
THANK YOU!

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