A Summer Internship Project Report onEfficiency improvement and planning in field research

through exposure to various stages in research operations,

at Dexter Consultancy Pvt. Ltd. Ahmedabad.

Submitted by:Krishna Bhawsar

PGP/01/007

Indian Institute of Management Sirmaur01/05/2016 – 30/06/2016

1

Certificate for the Summer Internship

This is to certify that Krishna Bhawsar, a student of the Post-Graduate programme in Management at Indian Institute of Management Sirmaur, has worked under our guidance and supervision. This Summer Internship Report has the requisite standard and to the best of our knowledge, no part of it has been reproduced from any other summer Internship, monograph, report or book.

Under the guidance of

Prof. Ajay Garg Prof. Rajesh Aithal Mr. Rahul Sanghvi Chairperson, Chairperson, CEO

2

PGP, Placement, Dexter Consultancy IIM Sirmaur IIM Sirmaur Pvt. Ltd.

Executive Summary

This project report describes about three projects, on which I have worked during the two months of internship. The first project is regarding “Water meter connection” in Ahmedabad. Ahmedabad, selected as one of the first 20 smart cities in India, the concerned government body has taken initiative to improve the water supply. Dexter consultancy Pvt. Ltd. received the contract for collecting the data of all current and potential consumption units. They will use data for optimizing the water line connections and installing water meter such that the consumer has to pay based on their consumption. This will help the client to provide water for 24x7. My role was optimizing the processes that includes pre-survey mapping, data collection, data cleaning, data validation and submission to the client as per the norms.

The second project I worked on was an “Ordering mobile app” project. In this project, we had to understand the shortcomings in ordering process in the upstream side of distribution channel and feasibility of the app in various sectors. So that, we can position the Ordering app as a replacement to conventional ordering system. A draft tool was designed to take the survey of supply chain members i.e. retailers, wholesalers and distributors in different sectors.

The third project was “Dipstick study of the client’s product”. Client was facing the problem of losing its sales to its competitor. My role in this project was to prepare draft tool/questionnaire for customers as well as retailers and to carry out the survey of consumer of the product and retailers. The outcome of this would help the client to act and take necessary steps to gain a strong position in market.

3

Acknowledgement

The summer internship was a very important learning experience for me. I would like to express my gratitude towards all the people who played a part in making the experience possible. I would like to thank all those who helped and guided me through these two months in making this internship successful. I would like to express my special gratitude towards Mr. Rahul Sanghvi, CEO of Dexter Consultancy Private Limited for his constant support and encouragement, which helped me throughout the project. I sincerely acknowledge him for extending his valuable guidance, support and reviews on the report from which I could learn a lot.

4

(Signature of the student)Krishna Bhawsar

Table of ContentsExecutive Summary...............................................................................................................3

Acknowledgement..................................................................................................................4

1. Introduction..........................................................................................................................8

1.1 Company Background................................................................................................8

1.2 Brief Outlook of various operations (or products/services) in the company.................................................................................................................................8

1.3 Market Research..........................................................................................................8

1.4 Information Technology.............................................................................................9

1.5 SME Consulting.............................................................................................................9

1.6 Development Sector Studies.................................................................................10

Background of the projects...............................................................................................10

2. Water Meter Connection Project.................................................................................10

2.1 Objective.......................................................................................................................10

2.1.1 Scope of the Project...........................................................................................11

2.1.2 Problem Statement............................................................................................11

2.1.3 Benefits of the project to the company and to the intern....................11

2.2 Methodology................................................................................................................11

2.3 Pre-Survey....................................................................................................................12

2.3.1 Current Resources..............................................................................................13

2.3.2 Shortcomings of Pre-Survey...........................................................................13

2.3.3 Optimized Process..............................................................................................14

2.4 Data collection............................................................................................................14

2.4.1 Current Resource................................................................................................14

2.5 Data validation...........................................................................................................14

2.6 Data Cleaning............................................................................................................. 14

2.7 QC test after Survey.................................................................................................15

2.8 Recommendations.....................................................................................................15

3. Feasibility of ordering mobile App in various sectors.........................................16

3.1 Objective.......................................................................................................................16

5

3.1.1 Problem Statement............................................................................................16

3.1.2 Benefits of the project to the company and to the intern....................16

3.2 Methodology................................................................................................................16

3.3 Approach.......................................................................................................................18

3.4 Activity Wise Flow......................................................................................................19

3.5 Overall Research Study Flow.................................................................................20

3.6 Sampling.......................................................................................................................20

3.7 Project Timeline..........................................................................................................21

3.8 Findings and Outcome of the project.................................................................21

3.8.1 Perceived advantage and disadvantage of using technology............22

3.8.2 Feedback about business model and product feature..........................22

3.9 Recommendations.....................................................................................................22

4. Dipstick study of client’s product...............................................................................23

4.1 Objective.......................................................................................................................23

4.1.1 Scope of the Project...........................................................................................23

4.1.2 Problem Statement............................................................................................23

4.1.3 Benefits of the project to the company and to the intern....................23

4.2 Methodology................................................................................................................23

4.3 Findings.........................................................................................................................24

4.4 Recommendations.....................................................................................................24

5. Conclusion.......................................................................................................................... 24

6. References..........................................................................................................................25

6

Table of Figures

Figure 1 Market Research....................................................................................................8Figure 2 Information Technology.......................................................................................9Figure 3 SME Consulting.......................................................................................................9Figure 4 Development Sector Studies...........................................................................10Figure 5 Flow Chart Current Process..............................................................................12Figure 6 Flow Chart of Pre-Survey Mapping Process................................................13Figure 7 Methodology/process in the project..............................................................17Figure 8 Steps in project of Ordering mobile app......................................................18Figure 9 Activity wise flow in project.............................................................................19Figure 10 Overall Research Study Flow........................................................................20Figure 11 Aided awareness of QR code.........................................................................22

Table of tables

Table 1 Gantt chart of the project timeline....................................................21Table 2 outcome of the project......................................................................21

7

1. Introduction

1.1 Company Background

Dexter Consultancy Pvt. Ltd. Started in 2008. Company operates in various fields such as process consulting, ERP solution, GIS mapping, Information technology services. Company has been operating in Ahmedabad as Headquarters and having its field presence in 29 states of India. Company has done various projects across the country.

1.2 Brief Outlook of various operations (or products/services) in the company

Dexter consultancy private limited operates in various verticals such as market research, Small, Medium Scale consulting, developmental sector studies, and information technology.

1.3 Market Research

Market research is one of the major operation area of Dexter consultancy private Limited. It handles various projects includes Consumer Behaviour Studies, Feasibility Studies, Brand Perception Study and other marketing research activities.

8

Figure 1 Market Research

1.4 Information Technology

One of the major vertical of Dexter Consultancy private Limited is Information technology. It provides IT solution for various clients, such as Societies and building complex and other companies. This vertical is known as Smart prop and it handles various websites as well as develop mobile applications for client’s interest.

Figure 2 Information Technology

9

1.5 SME ConsultingDexter gives consulting to various small and Medium scale level companies. It has experience of doing it for various companies in and around Ahmedabad city. Having the experience of 8 years in this field helps company to grow along with this industry.

Figure 3 SME Consulting

1.6 Development Sector Studies

Dexter holds various projects in the developmental sector such as government schemes and government programs.

Figure 4 Development Sector Studies

10

Background of the projects

2. Water Meter Connection Project

2.1 Objective

Client’s objective is to 24x7 water supply and govern the consumption of water of each household throughout the city with the help of a metered connection. Objective of Dexter Consultancy is to carry out market research of the all the households in particular area given by the client, make a report, and then submit it to the client.My objective was to optimize the various processes in this project that includes pre-survey mapping, data collection, data validation and data cleaning.

2.1.1 Scope of the ProjectCarrying out market research as per the unit sampling method and terms accepted by the client. The job included pre-survey activity, training, awareness/review meeting, day-to-day fieldwork, field and table QC, data entry in prescribed format and submission of the same in desired hard and soft copy.

2.1.2 Problem StatementAhmedabad is going to be a smart city. Therefore, to achieve the requirement of the smart city our client need to put the meter connection to each household. Client wants to know the status of the consumer and report on various parameter including number of authorized connection, storage facility, water consumption, number of residents, property type etc. in Ahmedabad.

2.1.3 Benefits of the project to the company and to the internThrough my inputs, company will be able to reduce the slack time, by which it can improve efficiency of the process. Company can optimize its resource

11

utilization. Through this company will be able to trace the performance of the individual executives in each process and can take measures to improve their performance. I will be benefiting by getting chance to think out of box, and using my creativity and implementing in the practical situations. I will get lot of opportunity to learn various method to improve the efficiency and accuracy of the process.

2.2 Methodology

The current process involves following Pre-survey Mapping Survey (Data collection) Data Validation Data Cleaning Quality Control Documentation

12

NO

Yes

Documentation QC

Test= 0 Data Cleaning

Data Validation

Survey (data collection)Pre-surveyMapping

Figure 5 Flow Chart Current Process

2.3 Pre-Survey

It involves the marking of the building structures and assigning each building with unique GIS number also identifying consumption units in a single GIS ID, and assigning them property type. Project monitor the mapping team individually and set individual target daily.

Figure 6 Flow Chart of Pre-Survey Mapping Process

2.3.1 Current Resources An Operation Executive A Map

13

Activity Before Presurvey MappingChoose the targeted areaTake adequte number of printout of the Map

Prejudgement of the Grid. Identify the various land mark in the geographic location.Match those landmark with grid map.Provide a Unique Gis plot ID to those landmark.

Start mapping all other geographical locationWith respect to the identified landmark, map the other geographical unit.Provide a Unique GIS plot ID to other unit.

A Marker A Refill

2.3.2 Shortcomings of Pre-Survey The operation Executive spend a huge amount of time to match the block that are in the map and on the geographical location. The map that is used for this process is not matching with the actual structures. Even important names/landmarks are missing on the current maps or sometime old name of the place is used. There are also few issues with the scaling of the map.

2.3.3 Optimized ProcessSome quality time should be spend by the executive to read and understand the map before going to field. Taking some expert advice (people from that location) and carried out fieldwork with recent Google map and all other resources improved the process significantly. Instead of starting the fieldwork immediately, executive should visit the area once and start mapping after that, this provides significant accuracy improvement.

2.4 Data collection

Collecting data according to the GIS ID given by the Mapping team, which includes filling forms through an android mobile app, which runs in an electronic gadget i.e. tablet. The data collection team also takes pictures of the household and the GIS ID number written on the walls of the houses.

2.4.1 Current Resource Survey Executive Tablet / Survey form

2.5 Data validation

14

Includes the validating the final document with the given parameters of client. The data is checked against various parameters like a form number should be of 15 digits so all form numbers are checked whether they fulfill this criteria or not, mandatory fields should not be left empty, GIS id for each house should be unique etc. This is done on Microsoft excel using filter tool. If there is some incomplete data or some data that does not fit for the parameters given then, the file was again sent for data collection.

2.6 Data Cleaning

In data cleaning certain correction in data are done which do not gets corrected even after passing data through validation, for example typos are corrected, name of same area written with different spellings are made uniform etc. This is also done in Microsoft excel.

2.7 QC test after Survey

During the survey there were few challenges, that was faced by the survey executive. The challenges were following,

No Response from the house owner Permanent Lock out Temporary Lock out

To improvise the whole process, all the GIS id number which are missed because of the above reasons are identified and fixed in the field within 1-2 days. QC test is necessary to ensure no household is left behind for survey and client gets all the required document with great accuracy.

2.8 Recommendations In water meter project a current Google map with proper land marking

and proper scale will help the operation executive to map the geographical location more efficiently.

Hiring the local executive for this operation would improve the service time which leads to improve the whole process.

Providing a GPS enabled device/ Google map in operation executive’s phone will help to acquire greater accuracy, and further will help to monitor executives.

Providing all resources in adequate amount would reduce the slack time. A checklist can be made for ensuring that each executive has adequate amount of resources.

15

The work progress of mapping executives can be tracked every hour or after every certain amount of time by telling them to send image of filled map through applications such as whatsapp.

A guideline for research executives can be made which will help them to work with more efficiency.

3. Feasibility of ordering mobile App in various sectors

3.1 Objective

Objective of this project is to design implementation and analysis for a market entry study for a mobile application. Understanding of current ordering system and issues faced in various distribution channel. Finding the perception about the online ordering system and conventional ordering system. Finding out the awareness and willingness to use QR code as a part of ordering system. Identify different sectors with potentials opportunity for the mobile application as an ordering system. Get feedback on revenue model, product feature from various stage of supply chain.

3.1.1 Problem StatementThe client of this project has developed a mobile application. For launching this product, client need to understand the feasibility in current supply chain and the gaps in the current distribution channel.

3.1.2 Benefits of the project to the company and to the internCompany will be able to understand the flaws in the current distribution system. Which will help company to formulate a strategy to launch this App.I will be benefiting by getting chance to think out of box, and using my creativity and implementing in the practical situations. I will get lot of opportunity to learn the current and conventional method of ordering and flaws associated with it. I was able to use my academics in to the practical situation and was able to learn about ordering, distribution and supply chain in depth.

16

3.2 Methodology

First, we listed the different sectors having retail outlets in Ahmedabad. From the list we compared some factors which will be helpful for this ordering application. Some of the factors we considered was density of retail outlet, nature of retail outlet whether it is organized or unorganized, inventory problems, and impact of dead inventory. Based on these factors we shortlisted sectors which can be approached for this ordering application.

We Visited all the finalized sector retail outlets as a pilot project 2 shops from each sector, and then visited and interviewed the distributor and if possible the principal from each sector.

Particular questionnaires having both closed ended and open-ended questions was used as a tool to measure all factors as per requirements of the client.

Both face-to-face and telephonic interview were conducted with the stakeholders.

Based on the interviews, we made an excel sheet in which we entered the data collected from interview, which we used for analyzing the feasibility of launching application.

We made a final report based on that and submitted a report to the client on the gaps available in the system.

17

Figure 7 Methodology/process in the project

3.3 ApproachThere were three major step involved to carried out this project. Secondary research was about various sector having different supply chain to shortlist few sector, which was feasible to enter.

18

Final classified lists of opportunities

Validation round of feedback with retailers, distributors and

manufacturers

Classification into positive and negative

lists

Feedback from retailers and Distributors

Elimination through secondary research and initial interactions with

retailers

Shortlist of 25 sectors

Initial List of 45 sectors

Figure 8 Steps in project of Ordering mobile app

The primary research is to interview few stakeholders in various sectors those have been shortlisted in the secondary research. After collecting the data, the cleaning and validation had done and analyzed the data to find out different inference according to client requirement.

3.4 Activity Wise Flow

19

Secondary Research

Primary Research

Data Analysis

Figure 9 Activity wise flow in project

3.5 Overall Research Study Flow

20

Secondary ResearchStudying different reports and article having information about various supply chain and ordering systemShortlist of different sectors according to the possibility of acceptance of mobile app into their ordering system

Primary ResearchIdentify various stakeholder in shortlisted sectors for interviewPilot and field operation planningTake appointment from those stakeholder and conduct interview

Data AnalysisData Entry with Data validation and data cleaningData analysis with different facts and figuresMaking presentation for client

Figure 10 Overall Research Study Flow

3.6 Sampling

A total 300 sample collected in this project from two different geographical location. This 300 sample consist of manufacturers, distributors, suppliers, retailer and other stakeholders in various sectors and in various type of supply chain.

3.7 Project Timeline

Activity Week 1 Week 2 Week 3 Week 4

21

Secondary Research

Pilot Survey

Identified Sectors

Interviews

Data Analysis

Presentation

Secondary Research  Pilot Survey  Identifying Sectors  Interviews    Data Analysis    Presentation  

Table 1 Gantt chart of the project timeline

3.8 Findings and Outcome of the project

More than 80% stakeholders keep record purchase/sales manually More than 90% stakeholder do not know of any mobile application

being used for business 41% respondent believe that “software cause more problem in

managing than it solves”. 59% respondent believe that “Nowadays everyone has to go online to

sell otherwise they will be out of business soon”. Respondent perceive about online ordering system based on market

place application like Flipkart and Amazon.

Helps me keep track of orders placed and material receivedHelps me keep an indirect track of category and brand wise sales

Reduces the landed cost of the materialCuts down time to get the material

Helps me keep work out profitabilityBuilds transaction history which can help me avail of bank credit

Ensures that I get genuine products onlyEliminates errors in orders placed and material received

0% 20% 40% 60% 80%

65%59%

54%43%41%

30%22%19%

Table 2 outcome of the project

3.8.1 Perceived advantage and disadvantage of using technologyAdvantages

Accuracy of order places22

Place order according to requirement Price comparison Convenience Out-state distribution

Disadvantages Unfamiliarity with the system Lack of aftersales services Delivery uncertainty Touch and feel Issue

3.8.2 Feedback about business model and product feature 81 % respondent prefers to have order wise pricing Usage of QR code should be optional

Yes30%

No70%

Aided Awareness of QR Codes

Figure 11 Aided awareness of QR code

3.9 Recommendations Executives could have used sample of the mobile app to demonstrate

it to the potential customers to get the clear idea of the feasibility in that sector.

Draft tool i.e. questionnaire should be shorter because respondent do not have much time to answer it.

4. Dipstick study of client’s product

4.1 Objective

23

Objective is to determine the brand perception and loyalty among customers and retailers for the client’s as well competitors’ product. This will be analyzed from the data collected and necessary actionable recommendations will be given to the client to increase its share or to gain the market leader position.

4.1.1 Scope of the ProjectUnderstanding the factors, which affect the brand perception at retailer and customer level. A detailed analysis to provide client with the current position of its product brand awareness and perception This will help the company to decide on the communication channel as well as the product modification if required.

4.1.2 Problem StatementTo determine the current position about brand perception and awareness for the clients as well competitor’s product and factors affecting it.

4.1.3 Benefits of the project to the company and to the internCompany will be able to understand the area where the focus should be more. It will understand what are the reasons of less sales of the product. I will be benefiting by getting chance to think out of box, and using my creativity and implementing in the practical situations. I will get lot of opportunity to learn the ways of determining brand perception and awareness along with the associated factors and analysis of the collected data.

4.2 Methodology

In this project, survey was taken in two cities of India. A sample of 40-45 of customers and 25-30 retailers was taken in each cities. Draft tools was designed for taking survey of both customers and retailers. Potential area was determined where we can get shops of that product. Then we went shops and carried out the survey.

4.3 Findings

Some key findings in the project are as follows 53% customers have unaided awareness about the client’s product

24

Client’s product was having less margin to the retailers as compared to other brands in the same product category.

Retailers were not getting good service from the distributors. Promotional schemes were not same to different retailers which

caused some retailers to stop keeping the product. Retailers didn’t have small pet bottle SKUs of the client’s product. Customers perceived client’s product to be expensive as compared to

the other brands in the same product category.

4.4 Recommendations Area for survey should be determined (with the help locals) before

going to the field. Locations of the retailers of the products can be taken by the client so

that survey executives need not waste time searching for the retailers.

5. ConclusionThese 2 months of my internship were a good learning experience for me. I was exposed to the practical aspects of Market research. I have been able to meet and network with so many people that I am sure will be able to help me with opportunities in future. I was able to contribute to the company by assisting and working on the projects throughout these two months. I got familiar with the corporate life. I was able to apply the theoretical knowledge into the projects. Overall, my internship at Dexter Consultancy Pvt. Ltd. has been a success. I was able to gain practical skills, work in a fantastic environment, and make connections that will last a lifetime. I could not be more thankful.

6. ReferencesRetrieved from www.dexteronweb.com on 27th june 2016Malhotra N.K., Dash S., “Marketing Research: An applied orientation”, 7e, Pearson, New Delhi

25

Retrieved from www.googlemaps.comKotler P., Koshy A., Keller K.L., and Jha M., “Marketing management: A south Asian Perspective” , 14e, Pearson, New Delhi

26