final CDL Foods Limite

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INTRODUCTION

To succeed in this world of growing global economy and boundary less

environment one needs to be on its toes and be in a fighting mode every time to

fight and clear out the threats imposed by its competitors. For this purpose one

needs to have a good staff and good organizational culture. An important part of

this whole system called as an organization is the research and development

department.

Some one said that research and development department in this technical era is as

important as petrol for car, ink for pen and ball for bat, keeping that in mind one

needs to do research in a good manner.

All this applies to every thing being used in this world as a

consumer/industrial good or a service. The companies keep in close touch with

their ultimate customers because the needs and wants of the people change overtime. This may be due to the technological advancements or due to the economic

factors. Market research helps the company to know all these changes in the

demand of a product in time, so that the company may take actions to cope with

the problem.

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THE COMPANY AND ITS OPERATIONS

Chaudhry Dairies Limited (the Company), a Subsidiary of Nepak Marketing

(Private) Limited, was incorporated in Pakistan on April 09, 1984 as a Public

Company. It is principally engaged in processing and sale of toned milk, milk

powder, allied dairy products and fruit juices.

CDL Foods Limited (formerly Chaudhry Dairies Limited) is a fast growing food

products company. Having doubled its turnover in the last four years, the company

has a turnover of Rs. 3 billion presently. The company also operates as a franchise

ofCandia Cedilac of France. CDL has a state of the art milk processing facility

situated at 62-KM Multan Road, Near Bhai Pheru, and has a team of 400

exceptional individuals to support its operations. The head office of CDL is

located in the evergreen city of Lahore at 135-Ferozepur Road. CDL is producing

a number of food products both for consumers and industrial users.

CDL is the first food company and so far the only dairy company in Pakistan to

get ISO 9002 Certification - a Quality Management System. While adhering to

this Quality Management System, the company is committed to strict quality

standards in all its operations - from the collection of milk to the provision of

hygienically processed nutritious products to its customers.

The company follows the philosophy of delighting the customers ". The company

treats them as partners and keep channel of communication open with them. The

company has succeeded in this by continuously improving the quality of its

products and by satisfying the needs of its customers. The company believes in

creating and sustaining an environment, which encourages learning and

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empowerment and these in turn help strengthen the quality culture across the

business.

CDL Foods Limited has got the honor to launch sterilized milk for the first time in

Pakistan. Also the credit for launching the milk in tetra fino packaging, for the first

time in Pakistan, goes to CDL Foods Limited.

In keeping with the company's commitment towards product diversification and to

provide a wide range of quality food products to our valued customers, the name

of Chaudhry Dairies Limited has been changed to CDL Foods Limited with effect

from November 22, 2000.

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COMPANY INFORMATION

BOARD OF DIRECTORS

Ilyas M. Chaudhry ChairmanIsar Ahmad Chief ExecutiveMian Mohammad Amjad

Sh. Mohammad Rasheed

Mohammad Ishaque Khan

Nasrin IlyasSaqib Ali

Muhammad Imran Amjad

COMPANY SECRETARY

Kh. Asghar Rafiq

BANKERS

Emirates Bank International, PJSC

Muslim Commercial Bank LimitedCitibank N.A

National Bank of Pakistan

ANZ Grindlays Bank Limited

AUDITORS

Hameed Chaudhri & Co.,

Chartered Accountants

7 Bank Square, Lahore

LEGAL ADVISORS

Hassan & Hassan

Advocates,

7 PAAF Building,

Kashmir-Egerton Road, Lahore

REGISTERED OFFICE

Al-Firdous, 135 Ferozepur Road, Lahore 54600Phone: (042) 111 135 135 & 757 3125-8

Fax: (042) 758 9359 & 759 0376E-mail: [email protected]

PLANT

62 K.M. Lahore Multan Road,Bhai Pheru.

Phone: (042) 751 1636, (0303) 735 3406, (04943) 510 874-6

Fax: (04943) 510 844

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mailto:[email protected]:[email protected]


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ORGANIZATIONAL CHART

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M.D

G.M

SupplyGM

Quality

Insuranc

GM

Operation

GM

R & D

GM

Human

GM

Finance

GM

Marketing

GM

Sale

Milk

Procuremen

t

Other

urchase

&

Import

Finish

Goods

Stores

UHT Manager

Bottling

Maintenance

Manager

Quality

Manager

Quality

Senior

Manager

Manager

R&D

Training

Manager

Admin

&

Personnel

Manager

Group

Brand

Managers

Tax

Departmen

Manager

Accounts

Manager

Treasury

Manager

Export

RSM Sales

Development

Manager

Manager

Bulk

Sales


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Asli Desi Ghee

Asli Desi Ghee is another product of CDL Foods Limited. It is available all over thecountry in 1 Kilogram packing.

CDL's brand assures you quality and pure Asli Desi Ghee

(Butter Oil). It is processed naturally using fresh and pure

cream. Thats why we call it Asli Desi Ghee.

Key Benefits

New Packing for easy Opening and Storage

Reusable tin with Plastic Lid Clean and healthy

Nearest to nature

Hygienically processed

Pricing

Description Net WeightRetail

Price/PackEffective from

Asli Desi Ghee

1 Kilogram Rs.170.00 30 July, 2002

2.25 Kilogram Rs.360.00 30 Aug, 2002

16 Kilogram Rs.2225.00 30 Aug, 2002

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Candia Milk

Candia is Europe's Number One selling milk.CDL Foods Limited and Candia of France have

joined hands to bring to you highest quality milk.

Candia is Pasteurized, Homogenized, and

Standardized, Double Sterilized milk. This ensures

not only the highest quality but also the best

possible taste.

For the first time in Pakistan, CDL Foods Limited

has introduced milk packed in food grade plastic

bottles. These bottles are manufactured at CDL

Foods latest plant from imported materials andensure longer shelf life, and highest quality and

storage with ease of use.

Key Benefits:

Guaranteed Clean/Bacteria Free

Homogenized

Standardized

Toned to international standards

Pricing

Description Packing/VolumeRetail

Price/BottleEffective from

Candia Milk 1 Litre Bottle Rs.36.00 01 July, 2002

500 ml Bottle Rs.20.00 01 June, 2001

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Candia Skimz

CDL Foods Limited, one of theleading manufacturers and

prompters of dairy products in

Pakistan, have diversified theirproduct portfolio by launching

liquid skimmed milk in the

Pakistani market in June 1999.The product, marketed under the

brand name "Candia Skimz", hasbeen produced by CDL in

collaboration with Candia ofFrance.

Key Benefits

Low fat & low diet formula

Suitable for weight conscious people and heart patients Prevents physical deterioration as Osteoporosis

Pricing

Description WeightRetail


Candia Skimz Tetra Brick/500 ml Rs.18.00 01 June, 2001

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Skimz - Skimmed Milk Powder

Skimz is a fat-free milk powder.

Being fat-free, it is naturally low in cholesterol; yet, it is high in proteins and calcium.

There are mainly two types of milk

powders, full cream and skimmed.SKIMZ is a skimmed milk powder.

Full cream powder contains 28% fat,

whereas SKIMZ contains less than 1%fat. Also the protein and calcium

content is higher in SKIMZ as

compared to full cream milk powder.

It is best suited for weight consciouspeople as well as those trying to

maintain low cholesterol.

Key Benefits

1% Fat only

Rich in Calcium

Rich in Proteins

Ideal for Weight Watchers and Heart Patients

Pricing



Skimz Standard 200 grams Rs.58.00 05 October, 2002

Skimz Economy

Pack500 grams Rs.115.00 05 October, 2002

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Haleeb Milk

Key Benefits

Guaranteed Clean/Bacteria Free

Homogenized

Standardized

Pricing



Haleeb Tetra Brick/1 Liter Rs.30.00 22 Nov. 1999

Tetra Brick/ 500 ml Rs.16.00 05 Nov. 1999

Tetra Brick/ 250 ml Rs.9.00 15 Oct. 2001

Haleeb Cream

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.

Haleeb is the brand name ofCDL's UHT milk. Haleeb

is Pasteurized, Standardized, Homogenized and Ultra

Heat Treated milk of the highest standards. Haleeb isavailable all over the country in 1 Liter, 500 ml and

250 ml Tetra Packs. When you buy Haleeb you can be

assured of the best quality milk money can buy.Haleeb is standardized to 3.5% Butter Fats and 8.9%

SNF (Solids Non Fat) as prescribed by Pakistan Pure

Food Laws.

CDL Foods Limited now has another first to its credit.For the first time in Pakistan Haleeb 1 Litre offers

Easy open packing. No longer will you need scissors

or knifes to open your favorite milk. Just peal open

with you hands.


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Haleeb cream is made from good quality fresh

milk. The process of making cream from milk is

highly hygienic and ensures healthy product. It is

available all around the country in 200 ml Tetra

Brick packing.

Key Benefits

Hygienically Processed

Convenient packing

40% fats

Great for coffee and cakes.

Long life

Nourishing

Pricing



Haleeb Cream Tetra Brick/250 ml Rs.20.00 15 September, 2001

Dairy Queen Standardized Milk

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Dairy Queen is the brand name

of CDL's UHT milk. DairyQueen is Pasteurized,

Standardized, Homogenized andUltra Heat Treated milk of the

highest standards. Dairy Queen isstandardized to 3.5% Butter Fats

and 8.9% SNF (Solids Non Fat)

as prescribed by Pakistan PureFood Laws. Safe, Economical

and Nourishing it is available

in1/2Liter packing for yourconvenience.

Key Benefits

GuaranteedClean/Bacteria Free

Homogenized

Standardized

Economical

Pricing



Dairy Queen

Standardized

Milk

Tetra Fino/500 ml Rs.13.00 17 April, 2003

Dairy Queen

StandardizedMilk

Tetra Fino/250 ml Rs.7.00 02 December, 2002

N'rish - Instant Full Cream Milk Powder

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N'rish, instant full cream milk

powder, gives you thecomplete nourishment of fresh

milk without the water. N'rishcontains more fat, loads of

calcium for stronger bones,teeth and vitamins A, B and

D, which are essential for the

physical and mental growth ofyour child. With CDL's high

quality manufacturing facility,

the hygiene concerns relatedto fresh milk cease to exit. We

make sure that the milk you

get is 100% hygienic. With all

this and more, N'rish isavailable for a little less than

even fresh milk.

Key Benefits

High Nourishment

Clean and pure

Convenient

Pricing



N'rish Large 1 Kg Rs. 199.00 27 January, 2003

Medium 32 gm Rs. 6.00 7 June, 2002

Tropico Juice Drinks

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With the quality assurance of CDL, comes Tropico, a premiumjuice drink, superior in taste and exceptional in pulp contents,

for the absolute taste of refreshing, invigorating fruit juice

drink. Available in smart 200 ml slim pack and 1000ml TetraBrick (Mango and Mango/Orange Flavors). Tropico is the

perfect thirst quenching refreshment for all occasions.

Available in four exciting flavors, Tropico is always alive in

taste and full on fruition.

Four Delightful Tropico Fruit Juices

Tropico Apple Juice Rich in taste, for the fullest flavor of truly ripened fresh

apples.

Tropico Mango Juice The savory taste of rich and pulpy mangoes.

Tropico Mango Orange Juice a unique blend of oranges and mangoes perfected

for the most discerning of palates.

Tropico Mix Fruit Juice A unique blend of Oranges, Apple and Mango. A real

tasty treat.

Pricing



Tropico Juices

All Flavours Tetra Brick/200ml Rs.9.00 05 April, 2002

Tropico Juices

Mango & Mango/Orange Tetra Brick/1000ml Rs.30.00 05 April, 2002

Bulk Products

CDL also produces bulk dairy products.

Bulk Products

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Available

: Instant

Full

Cream

milk

powder

(IFCMP)

Full

Cream

Milk

Powder

SkimmedMilk

Powder

Instant

Skimmed

Milk

Powder

(ISMP)

Cream

Ghee

Butter

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2001-2002

Haleeb Milk

Asli Desi Ghee

Nourish


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PRICE COMPARISON

LIQUID MILK

Brand Name Weight Price (Rs.)

Haleeb 1 Liter 30

Liter 16

Liter 9Milkpak 1 Liter 30

Liter 16

Liter 9

Halla 1 Liter 22

Liter 11

Liter 6

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DESI GHEE

Product Company Name Weight Price (Rs.)

Asli Desi Ghee CDL 1 Kg. (GW) 170

Milkpak Desi Ghee Nestle 1 Kg (NW) 165

Kissan Desi Ghee Kissan 1 Kg (NW) 160

GW = Gross Weight

NW = Net Weight

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POWDERED MILK

Brand Name Weight Price (Rs.)

Nrish 1 Kg. 199

500 gms. 100

200 gms. 50

32 gms. 6

Nestle 1 Kg. 197

400 gms. 88

200 gms. 54

62 gms. 13

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SWOT ANALYSIS

STRENGTHS Highly sophisticated plant and equipment

Qualified work force

Focus on research and development

First and the only dairy company in Pakistan to get ISO 9002 Certification

WEAKNESSES

Low promotional activities

Comparatively weak distribution system

OPPORTUNITIES

CDL Foods Limited can export food items especially Juices to Middle East

Chaudhry Dairies limited has been changed to CDL Foods Limited, so this

change in name can help them to attract foreign customers

CDL Foods Limited can go for related diversification by producing butter

and yoghurt

CDL Foods Limited can go for joint venture with McDonalds to provide

juices

THREATS

Strong competitors i.e. Milk Pak etc.

Price sensitive people

Milk men (Gawalas) providing non branded milk in homes

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PEST ANALYSIS

POLITICAL CONDITIONS

The political conditions are not very stable in the country, but this does not

directly influence the trends and spending patterns of the customers. There are no

restrictions or barriers on the growth of this industry. So the political conditions

are favorable for this market because food and dairy products are consumer goods

and they have to purchase it in any condition.

ECONOMICAL CONDITIONS

The economical conditions are not very favorable and the economy is facing

problems, but it is not directly influencing buying power of consumers. If the

country is out of its current problems, it will further boost up the growth of this

industry, as people will feel more secure economically and it will further increase

the attractiveness of the market.

SOCIAL CONDITIONS

The social patterns are changing in the country, as the world is becoming a global

village, and mutually share and accept patterns. People are becoming more

attractive towards the branded products. It is becoming fashion and young

generation as well as the children are getting more attracted towards this industry.

People are moving towards branded food/dairy products due to hygienic reason.

TECHNOLOGICAL CONDITIONS

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High tech technology is the basic requirement of dairy and food industry. The

companies that are using latest technology have some cost benefits over the

companies, which are not using high tech technology. The key to survival forcompanies in this industry is using high technology for quality and cost purposes.

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PORTER FIVE ANALYSIS

Rivalry among the existing firm: The strongest of the five competitive forces

is usually the jockeying for position and buyers favor that goes among rival

firms. In case CDL Foods Ltd. there is intense rivalry among the competitions

sellers due to the following factors:

1. DIVERSE COMPETITORS

Attempts by cross border competitors to gain stronger footholds in each

others domestic market boosts the intensity of rivalry, especially when

foreign rivals have lower costs or very attractive products. In case of

CDL, so far Nestle is the only diversified rival, no doubt that

competition between Nestle and CDL is quite intense. Both are engaged

in consistent homework, just to break and attract each other customers

toward themselves.

2. CUSTOMERS SWITCHING COST

The lower the cost of switching, the easier it is for rival sellers to raid

one anothers customer. In case of CDL customers switching cost is

low due to availability of branded and non branded products of other

companies. In other words consumers are more interested in getting

packed product. If the brand that they like to consume were not

available at the spot, they would definitely ask for other rival brands.

3. HIGH EXIT BARRIERS

Huge investments of financial, human and marketing resources are

required to enter in this business because of need for plants which can

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produce quality with consistency and need for procurement at high

level. After obtaining such plants it takes years to recover the fixed

costs and to breakeven so rivalry tends to be more vigorous when itcosts more to get out of a business than to stay in and compete. Since

CDL is in the market for years, so it is not quite feasible for CDL to

close its business and jump into any other business. Thus, rivalry is

strong, as the firm has to stay and compete with existing rivals.

4. COMPETITORS USING SAVING SCHEMES

Sometimes during special occasions, rivalry among the competitors

increases due to certain price cuts and saving packs to boost up their

sales volume, which results in intense competition.

POTENTIAL ENTRY OF NEW

COMPETITORS

New entrants to market bring new production capacity. Dairy foods are the

commodities that are required throughout the year. Moreover, the industry is

attractive, as it is growing quite rapidly, so there are threats of potential new

entrants. But on the other side these threats are not intense due to high entry

barriers and existing conditions of the economy.

1. HUGE INVESTMENT IS REQUIREDThe larger the total rupees investment and other resources needed to

enter the market successfully, the more limited the pool of potential

entrants. Production of packed products requires huge investment of

financial, human, technical and marketing resources. AT the moment

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CDL has no threat of new entrants but in the future any foreign firm

can be a threat.

2. ECONOMY OF SCALE

Scale economies deter entry because they force potential competitors

either to enter on a large scale basis (a costly and perhaps risky move)

or to accept a cost disadvantage (and lower profitability). Without

achieving the economy of scale it is difficult to compete in the market.

Moreover, new entrants in the pasteurized milk business may encounter

scale related barriers not just in the production, but in advertising,

marketing, distribution, financing, and raw milk purchasing as well.

Haleeb achieved its breakeven in 1993.

3. COST DISADVANTAGES

Existing firms may have cost advantages not available to potentials

entrants. In the food industry, these advantages include access to good

supply sources and to benefits of learning and experience curves etc.

CDL would definitely have an advantage of such huge experience and

knowledge of technical aspects.

4. ACCESS TO DISTRIBUTION CHANNEL

Dairy commodities required intensive care. Handling of these

commodities on its way till end user requires great care. Distribution ofdairy products is a challenging job and distributors are reluctant to take

distribution of those brands, which lack buyer recognition. A network

of retail dealers may have to setup from scratch. So CDL enjoys its

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strong hold on the distribution network of its products as access to an

effective distribution channel is a barrier for new entrants.

5. BRAND PREFERENCE

Once the brand image is formed, then it is difficult for any other firm to

introduce new brand into the market so unless and until it has low price

and superior quality.

6. GOVERNMENT REGULATORY POLICIES

It is a barrier entry because different license and permits are required

from those registered companies, which want to deal in eatables and

especially on national level.

COMPETITIVE PRESSURE OF

SUBSTITUTE PRODUCTS

If we consider Haleebs positioning than powdered milk is the major threat.

Even though currently powdered milk has been positioned for people from

higher socio-economic groups but in the future some low priced brand for

powdered milk can be a definite threat.

BARGAINING POWER OF SUPPLIERS

Bargaining power of supplier is low because of following reasons:

1. Number of Suppliers

Raw milk is standard commodity and is available in the open market

from a large number of milkmen. If anyone refuses to sell its product,

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then company can buy it from others who are already willing to sell to

the company.

2. Importance of Volume to Supplier

Suppliers also have less leverage to bargain over price because the

company is purchasing the large volume of their milk and the suppliers

dont have much option either.

BARGAINING POWER OF BUYERS

1. Number of Buyers

As there is large number of distributors, who are buying and

distributing the product, so their bargaining power is low and company

has leverage to dictate/implement its terms and conditions on

distributors.

2. Threats of Backward Integration

Another reason of low bargaining power of buyers is that no

buyer/distributor has the resources to start/involve in backward

integration. So company is enjoying the bargaining leverage.

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LIFE CYCLE

(CDL foods Ltd.)

Management of CDL claims that its products are still at the introductory

stage. Even though the products have been in the market for about 14 years

and it is considerably a long time period for any FMCG to complete its

introductory stage. It just shows improper promotion and perhaps lack of long

term planning.

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Introduction

Growth

Maturity

Decline


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DISTRIBUTION

As distributors buy the products from CDL and transport it from the

Warehouses to the retail outlets, so their role is very important to CDL. CDL

distribution channel has been build over a very longer period of time. Infect, it

took about 10 years to establish an effective distribution channel.

TYPE OF DISTRIBUTION

Since CDL products are convenience goods so the best distribution strategy

adopted by CDL is intensive Distribution. Under this type of distribution, the

task is to make the products available in each and every outlet. More over as

the unit price of CDL products are low, so it involves low risk and thats why

its frequency of purchase is high. Another reason for this type of distribution

is to compete the rivals products, through intensive availability of products in

all the potential outlets. No doubt that a consumer looking for branded

products can easily switch toward some other available brands a the spot so in

order to minimize this risk intensive distribution strategy has been adopted by

CDL.

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SUPPLY CHAIN OF CDL PRODUCTS

IN PAKISTAN

It simply indicates that Haleeb has two level distribution systems.

THE CHANNEL POWER

There are approximately 165 distributors and about 200,000 retail outlets for

the distribution of CDL nationwide. The company, CDL, is enjoying the

channel power because the number of distributors is high.

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CDL

Distributors

W/S, Retailers &

Manufacturer

Customers


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CDL DISTRIBUTION CHANNEL MANAGEMENT

CDLs management believes that for an effective distribution channel, smooth

functioning of each and every element is quite essential. Each participant of

CDL distribution network has clear idea regarding his role and responsibilities

CDL management always tries its best to resolve any sort of conflict among

the channel members through effective communication and control (As the

management know that it is the channel members which have to supply the

CDL products to the final customers).

DISTRIBUTION INFRASTRUCTURE

As far as the distribution infrastructure of CDL is concerned, CDL has well

trained sale force, the distributors collect CDL products from the plant than

they carry it to their own warehouses through their own transport. From the

warehouses to the shops the distribution also takes place through distributors

transportation. Thus the job of the CDL is to keep the supplies regular and

keep an eye on the performance of the distributors.

It is clear, that its the responsibility of distributors to ensure width, depth and

merchandising of CDL products at all potential outlets. All transactions

between the company and distributors are on cash. Credit does not exist in the

transactions of CDL and it also provides guarantee to distributors against

defective merchandise.

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PROMOTION

PULL STRATEGY

The market are using pull strategy (promotion is directed at end user, the

intention is to motivate them to ask the retailer for CDL Food Ltd. products.

ADVERTISING GROUPS

Advertising groups are an effective way to disseminate messages. CDL has an

advertisement department, whose job is to recommended a budget help to

develop advertising strategy approve ads and campaigns and then to run the

advertising campaigns effectively and efficiently.

This group represents vital tools that are used to bring the rapid increase in

the demand of CDL products. The most familiar forms of ads are found in the

Electronic and print media. For CDL products the advertising group includes

the following promotional tools:

Electronic

Print

Outdoor

Billboards

Banners

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INTERNSHIP DURATION

The internship period comprises of nine weeks i.e. from June 6 th, 2003 to July 24,

2003.

Projects completed are given below in the table:

No PROJECT ASSIGNED

1 Conduct the research whether people will purchase 100g and

2.25kg of desi-ghee or not.

2 Conduct the research whether Nido have any dissolvability

problem or not and have any return from customers.

3 Check the store interception and market storming

activities conducted for the promotion of Haleeb milk and

Nrish.

4 Check the stock of Nrish on different shops.

RESEARCH OBJECTIVES

Following are the objectives of the research

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To gauge the availability of branded Desi Ghee in Lahore

To know the effect of promo scheme on Asli Desi Ghee

To know other brands available in the market

RESEARCH METHOD

The following research techniques are used during the research

Personal interviewing of Retailers & Whole sellers

Observational methods to know the availability and display of different

brands

SCOPE

Lahore

IMPACT OF PROMO SHEME ON THE SALE OF ASLIDESI GHEE

There is negligible impact of promotional scheme on the sales of Asli Ghee

because of the following reasons:

The sale of Desi Ghee is very low in the market and the people who

purchase Desi Ghee will purchase it whether there is promotional schemeor not.

Profit margin on Asli Ghee and Milk Paks Ghee is very less and the shop

keepers promote other brands of ghee i.e. Halla, Pak Pure etc. due to more

profits.

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In the Holy month of Ramadan other companies also offer promotional

schemes on Desi Ghee.

AREAS COVERED

Following areas are covered during this research period

No Area Markets covered

1 Defense A, F, H, M, Q, T-Blocks

2 Gulberg Makkah Colony

3 Samanabad Chragh Market, Chaudry Colony, Mini Market,

Nadeem Shaheed Road.

BRANDS AVAILABLE IN MARKET

In addition to Asli Ghee, Milk Pak, Halla, Pak Pure & Kissan, other Ghee brands

available in the market are given below

Camelle

Dairy

Adams

Noor pur

Ansons

TOTAL NUMBER OF SHOPS COVERED

The following table shows the total number of shops covered during the research

period along with their respective areas.

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Sr. No. Area A B C Total

1. Defense 7 12 0 19

2. Gulberg 0 7 13 203. Samanabad 0 15 8 23

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RESEARCH OBJECTIVES


To gauge whether people will purchase 100g & 2.25kg of desi-ghee or not.

To know the sales of different desi-ghee packing by weights in the market.

To know other brands available in the market.

RESEARCH METHOD


Personal interviewing ofretailers& customers by filling questionnaire.

Observational methods to know the availability and display of different

brands

SCOPE

Lahore

AREAS COVERED

Following areas are covered during this research period

No Area Markets covered

1 Defense A,F,H,M,Q,T-Blocks

2 Gulberg Makkah Colony

3 Township/Faisal town College road, Township Market, Faisal town

main-road shops.

4 Saman Abad Chragh Market, Chaudry Colony, Mini Market,

Nadeem Shaheed Road.

Retailer

s Visited 28

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Q1 Do you have desi ghee packing available in your store?

Weight Yes No

2.25/2.5kg 44% 56%

1kg 100% 0%

100g 8% 92%

Q2 2.25/2.5kg packing of desi-ghee sales in a month?

1--10 Tins 11--20 Tins 21--30 Tins

22% 15% 3%

Q3 100g packing of desi-ghee sales in a month

1--10 Pouch 11--20 Pouch 21--30 Pouch

3% 0% 0%

Q4 What do you think customer will purchase 100g pouch of desi-ghee?

Positive Negative Average

39% 35% 26%

Q5 What do you think customer will purchase 2.25kg packing of desi-ghee?


52% 2% 46%

Customer

s visited 18

Q1 Do you use desi ghee?

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Yes No

90% 10%

Q2 Which one desi-ghee do you prefer?

Branded Non-branded Home made

75% 4% 21%

Q3(a) Have you ever heard about Asli Desi Ghee?

Yes No

79% 21%

Q3(b) Have you ever use Asli Desi Ghee?

Yes No

43% 57%

Q4 Which brand of desi-ghee do you mostly buy?

ADG MP H PP Other

29% 43% 0% 14% 36%

Q5 How frequently do you purchase desi-ghee?

15-Days 1-month more then month

21% 50% 29%

Q6 Which packing of desi-ghee do you often buy?

100g 1kg 2.25/2.5kg 5kg

1% 61% 19% 19%

Q7 If 100g pouch of desi-ghee launched do you purchase?


43% 14% 43%

Q9 If 2.25kg tin of desi-ghee launched do you purchase?


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80% 0% 20%

COMMENTS

According to the above results only 43% customers and 39% retailers give

positive respond to 100g of desi-ghee and 86% customers and 39% retailers give

positive respond to 2.25kg of desi-ghee.

RECOMMENDATIONS

According to my findings, if the company launches 2.25kg packing of desi ghee

the customer will definitely purchase it because at present only two companies

have a packing of 2.5kg of desi ghee other companies have only a packing of 1kg.

If the company wants to launch 100kg packing of Desi ghee it has to advertise first

through different medias because at present only one company has 100g packing.

People mostly use cooking oils and banaspati ghee for cooking and use less

quantity of desi ghee because price of desi ghee is high as compared to cooking

oils and banaspati ghee.

Many people use homemade desi ghee. If our target for 100g is A class they will

mostly purchase 1kg and more packing of desi-ghee, if target market is B class

they will also purchase 1kg of desi-ghee. The main target market is C class and the

people who have less consumption of desi-ghee.

RESEARCH OBJECTIVES


To check the Store interception & Market storming activity for Haleeb

milk and Nrish.

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To check sale personals work accordingly or not.

To check the usefulness of these activities.

RESEARCH METHOD


Visits the stores and markets where activities are conducted as a customer

without introducing myself as an employ of CDL Foods Ltd.

Ask questions from sales personals.

SCOPE

Lahore

FINDINGS

1. Due to these activities the sales of Haleeb milk and Nrish are increase.

2. People who dont know the Nrish are now well familiar about it.

3. Nrish needs the advertising through different medias for its success.

RCOMMANDATION

CDL food limited should continue their promotional activities

because these are increasing the sale of Haleeb and Nourish.

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Through these activities people are realizing the benefits of these

products.

CDL must launch these types of promotional activities for their

other products.

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RESEARCH OBJECTIVES


To check the stock of Nrish on different stores.

To check the efficiency of sales personals of CDL Foods Ltd.

To check the retailers interest towards the Nrish.

RESEARCH METHOD


Personal interviewing of Retailers.

Physical inspection of stock on stores.

SCOPE

Lahore

MARKETS VISITED

For this I visited the market of

1. Defense

2. Gulberg

3. Township

4. Faisal Town

5. Samanabad

6. Model Town

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NUMBER OF SHOPS VISITED

For this I visited 91 shops of above-mentioned markets.

FINDINGS

1. Every store has reasonable stock of Nrish.

2. Sale personals done their job very well.

3. Availability and display of Nrish is also good.

RCOMMANDATION

CDL must conduct this type of checks of all brands because this

shows the efficiency of sales personnel.

CDL should hire the employees to check these kind of activities.

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PROBLEMS AND LIMITATIONS

During the study problem was faced from shopkeeper for non-providing the

information.

Most of the data was not also provided by the Organization during report

preparation.

Shopkeepers did not care for maintaining their record about delivery of

CDL Foods product.

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LEARNING

During internship I learned how to work in an office environment with different

people. In CDL Food Limited I did research work, so I learn while launching a

new product which type of research should be conducted. I also conducted

research on display and availability of CDL Food Limited different brands and

learn how important these things are, because if products are not properly

displayed or available in a shop the consumer with use/switch over to other

product/brand.

I also learn the different ways to promote the product. I learn how to deal with

retailer while conducting the research. I also learn the behavior of A, B & C class

retailers and how they respond the person who is conducting the research.

I also learn how different people in an organization coordinate with each other on

different tasks.

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CONCLUSION

The whole internship was a great learning experience. The projects were related to

my studies i.e. Marketing Research. I have learned how the researches are

conducted and how the data is compiled on professional level. I have learned two

research methods. One is direct recording and other is using a scale. I have

observed the distribution system of CDL Foods Limited.

During these projects there was application of Human Resource Management

because I didnt meet with the retailers not only once but thrice and each time used

a different technique to obtain the desired information. Whole data was recorded

on Microsoft Excel, so I also became familiar with that component of MS Office. I

also became familiar with different markets and areas of Lahore.

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