Post on 24-Jun-2015
transcript
Summer Training Project On
A comparative analysis of Bonn Mast Makhan butter cookies with other brands in Ludhiana, Jalandhar and Amritsar
Presented By:
Damanbir Singh
Manminder Singh
INTRODUCTION TO THE COMPANY
• Bonn group of industries was established in 1985 with a single traditional oven in Ludhiana.
• Started with capacity of 100 tons bread loaves per month.
• Entered in the food industry by providing Bread of superior quality to the local consumers.
Contd…
• In 1994, Bonn came up with the first Automated Food Processing Unit of North India – Bonn Nutrients.
• In 1995, a new brand Prime Time was launched (High Volume bread – a first in India).
• In 2000, to meet an ever increasing Demand, a second Automated Food Processing Unit was brought up which produced 50,000 loaves of bread everyday.
• At present, it has become a leading Regional player of North India.
Group Companies
• Bonn Nutrients Private Ltd., Ludhiana.
• Bonn Food industries., Ludhiana.
• Choice Agro Private Ltd., Kapurthala.
• S.S. Food Industries , Kala Amb, Himachal Pradesh.
• Prime Packaging, Ludhiana.
Bonn Food Industries
• In 2004, Bonn Biscuits were launched, for which a fully Automated Online Biscuit Plant was started under the name of Bonn Food Industries.
• Started with a production capacity of 1000 MT per month.
• At present the production capacity has increased to 6000 MT per month.
Vision
To provide products rich in Quality and Goodness across an
ever-growing network of Consumers, with a motto of ‘Everyday Everywhere’ making the products an essential part
of the life of every individual.
Product Range
Bonn
Bread
Biscuits
Cakes Cookies
Rusks
Quality Policy
• BONN is committed to manufacture & supply quality products, which exceed customer satisfaction and market requirements.
• The HACCP system (Hazard Analysis of Critical Control Points) adopted, enables to demonstrate commitment with respect to safe food, which ensures that the products are free from
physical, chemical and biological hazards.
Achievements and Certifications
• HACCP certification by “DNV” (a certificate body of Netherlands)
• ISO 9001.2000 certification by “DNV” (a certificate body of Netherlands)
• Approved by BIS (Bureau of Indian Standards)• Approved manufacturer and supplier of Bakery Products
under the World Food Program• No.1 Bread Manufacturer in North India• National Quality Award winner
NETWORK
• National : Covers the whole of North and East India.
• International: Bonn products are being distributed to the UK, the US,
Australia, Africa, the Gulf, the UAE, and Netherlands.
ORGANISATIONAL CHART
SWOT Analysis
STRENGHTS • Reduced cost of production due to huge production
capacities.
• High retailer and customer retainability.
WEAKNESSES• Lack of awareness among retailers and customers.
• Packing problems.
OPPORTUNITIES• Huge untapped market available.
THREATS• Threat from other local brands like Cremica, etc..
• Future rise in prices of raw materials.
FINANCIAL RATIOS
• Current RatioCurrent Ratio= Current Assets
Current Liabilities
Current Assets (2008-09) 9.73 Crore
Current Liabilities (2008-09) 5.99 Crore
Current Ratio (2008-09) 1.62 Times
• Liquid RatioLiquid Ratio=Liquid Assets
Current Liabilities
Liquid Assets (2008-09) 7.20 Crore
Current Liabilities (2008-09) 5.99 Crore
Liquid Ratio(2008-09) 1.20 Times
TURNOVER RATIOS
• Stock Turnover Ratio(STR) STR= COGS
Avg. Stock
Conversion Period= 365/23.6 = 15 Days
COGS (2008-09) 59.72 Crore
Avg. Stock (2008-09) 2.53 Crore
STR (2008-09) 23.60 Times
• Debtor’s Turnover Ratio (DTR)DTR= Net cr. Annual sales
Avg. trade debtors
Avg. collection period= 365/8.31 = 44 Days
Net Cr. Sales (2008-09) 77.67 Crore
Avg. Debtors (2008-09) 9.35 Crore
DTR (2008-09) 8.31 Times
SOLVENCY RATIOS
• Debt Equity RatioDebt Equity Ratio= Total Debt
Net worth
Total Debt (2008-09) 15.72 Crore
Net Worth (2008-09) 6.73 Crore
Ratio (2008-09) 2.33 Times
• Proprietary RatioProprietary Ratio= Proprietor’s fund * 100
Total Assets
Proprietor’s fund (2008-09) 6.73 Crore
Total Assets (2008-09) 16.46 Crores
Ratio 40.88%
A comparative analysis of Bonn Mast Makhan butter cookies with other brands
in Ludhiana,Jalandhar and Amritsar.
Objectives of the Study
• To find out the most preferred butter cookies brand among retailers and wholesalers.
• To study the awareness of retailers about Bonn Mast Makhan.
• To compare Bonn with its competitor Brands in terms of Quality, Brand Awareness, Packing and Service.
• To know the retailer retainability of Bonn Mast Makhan.
Research Methodology
• Research DesignDescriptive
• Data Collection• Primary
Through Schedules• Secondary
Through magazines, news papers, internet, etc..
• UniverseAll the wholesalers and retailers selling biscuits of various brands.
• PopulationIn this study the population is retailers and wholesalers selling biscuits of various brands in Ludhiana, Jalandhar and Amritsar.
• Sample Unit Shops selling butter cookies of various brands.
• Sample SizeSample size of retailers and wholesalers = 750 in Ludhiana and 750 in Jalandhar & Amritsar
• Sampling Technique Convenience Sampling
LIMITATIONS OF THE STUDY
• The study was conducted in 30 days that is not enough for such a
vast topic.
• The study had a limited scope of operation.
• No proper data was available about the stores in the city. • The study may suffer from the personal bias of the retailers and
wholesalers. They may have been biased in responding to the questions.
DATA ANALYSIS (JALANDHAR & AMRITSAR)
1. Availability of Different Brands of Butter Cookies
Bonn Parle Britania Sun Feast Priya Gold Anmol Cremica Others0
100
200
300
400
500
600
700
121
546
625582
258236
465
318
availability of different brands of butter cookies
Series1
Brands
no.of responses
2.Awareness Regarding BONN MAST MAKHAN
18.26
81.74
Percentage
YesNo
N= 750
3.Purchase regularity of Bonn Mast Makhan
83%
17%
PercentageYes No
N= 121
4.Package Preference of Mast Makhan:
60 gms 120 gms 180 gms ATC Pack0
10
20
30
40
50
60
70
80
64
70
17
50
Series1
Available Packings
no. of Responses
n=201
5. Satisfaction from sales
93
8
Satisfaction from Sales
YesNo
N= 101
6. Ranks on the basis of sales
Britannia Sunfeast Parle Cremica Bonn Priyagold Others0
1
2
3
4
5
6
7
8
Ranks of various brands on basis of sales
Brands
Rank
s
N=750
7.1 Comparison of various brands on basis of quality:
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5 4.78 4.74 4.7
3.85 3.86
4.47
Quality
quality
Brands
Average Rates
N=750
7.2 Comparison of various brands on basis of brand image:
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5
4.22 4.224.09
3.64 3.58
4.14
Service
service
Brands
Average Rates
N=750
7.3Comparison of various brands on basis of service
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5
4.22 4.22 4.09
3.64 3.58
4.14
Service
service
Brands
Average Rates
N=750
7.4 Comparison of various brands on basis of Packing
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5
4.21 4.19
3.833.66
3.53
4.12
Packing
packing
Brands
Average Rates
N=750
RESULTS AND FINDINGS
• It was found out in the survey that the awareness level of retailers
regarding Bonn Mast Makhan is very low. Out of 750 counters surveyed only 137 retailers were aware of Mast Makhan.
• It was also found that distributor could not reach to maximum
counters. • Quality of the product is not the major cause of concern. Retailers
and customers are satisfied with the quality of the product.
Contd…
• Bonn enjoys high retailer retainability. Almost about 83% (APPROX) retailers regularly purchase Mast Makhan for reselling purposes.
• It was found that the name of the product is also not very
suitable. The word MAST MAKHAN cannot reach to the masses as a biscuit. People confuse it with other products like butter packs etc.
DATA ANALYSIS( LUDHIANA)
1) AVAILABILITY OF DIFFERENT BRANDS OF BUTTER COOKIES
n=750
2)AWARENESS OF BONN MAST MAKHAN
N=750
3) REGULAR PURCHASE OF BONN MAST MAKHAN
n=128
4) MAXIMUM SOLD PACKINGn=276
5) SATISFACTION OF SALESN=121
6) RANKS TO DIFFERENT BRANDS ON THE BASIS OF SALES
BRANDS RANKS
Britannia 1
Parle 2
Sunfeast 3
Cremica 4
Bonn 5
Priyagold 6
Others 7
N=750
7) COMPARING DIFFERENT BRANDS ON BASIS OF:
7.1) QUALITY N=750
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
54.6 4.62 4.64
3.56
4.534.27
Quality
BRANDS
AVER
AGE
RAT
EES
N=7507.2) Service
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5
4.06 4.143.91
3.5
4.14 4.04
Service
BRANDS
AVER
AGE
RATE
S
N=750
7.3) Brand Image
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5 4.714.56
4.81
3.47
4.02 4.04
Brand Image
BRANDS
Aver
age
Rate
s
N=7507.4) Packing
Parle ITC Britania Priyagold Bonn Cremica0
1
2
3
4
5
4.07 4.17
3.64 3.51
4.284.03
Packing
BRANDS
AVER
AGE
RATE
S
RESULTS AND FINDINGS• It was found out in the survey that the awareness level of
retailers regarding Bonn Mast Makhan is very low. Out of 750 counters surveyed only 131 retailers were aware of Mast Makhan.
• It was also found that distributor could not reach to maximum
counters.
• Quality of the product is not the major cause of concern.
Retailers and customers are satisfied with the quality of the product.
• Bonn enjoys high retailer retainability. Almost about 85% approx. retailers regularly purchase Mast Makhan for reselling purposes.
• It was found that the name of the product is also not very
suitable. The word MAST MAKHAN cannot reach to the masses as a biscuit. People confuse it with other products like butter packs etc.
• Service satisfaction was found to be high among the
retailers who were regularly purchasing Mast Makhan.
THANK YOU