ABOUT PROJECT

In India, brand has two product categories under this strategic brand name:
Noodles and Soups. As part of the brand extension and value creation
objective of the company, Nestl now is going to launch Ketchup in Indiai
market. Ketchup and Sauce business of Nestle under the brand name is very
much profitable and successful in other countries specially South Asian
regions like in Nestle India (10,000 tons per annum) and Nestle Malaysia
(12,000 Tons per annum). In most of the countries, where has launched its
ketchup range, it has become the market leader in this category.
Following this heritage and business excellence in ketchup business, Nestl
India is also interested to explore the business in local market. Moreover, in
India, there's a huge market for Ketchup and sauces. A very good number of
players including some very strong local players are operating successfully
in this market.
Now Nestle would like to launch in this segment and making a five years
marketing plan.

AN INSIGHT OF COMPANY HISTORY

By the early 18th century, the table sauce had made it to the Malay states
(present day Malaysia andSingapore), where it was discovered by British
explorers. The Indonesian-Malay word for the sauce was kchap. That word
evolved into the English word "ketchup".[3]
Many variations of ketchup were created, but the tomato-based version did not
appear until about a century after other types. By 1801, a recipe for tomato
ketchup was created by Sandy Addison and was later printed in an American
cookbook, the Sugar House Book.[4]
1. Get [the tomatoes] quite ripe on a dry day, squeeze them with your hands
till reduced to a pulp, then put half a pound of fine salt to one hundred
tomatoes, and boil them for two hours.
2. Stir them to prevent burning.
3. While hot press them through a fine sieve, with a silver spoon till nought but
the
skin
remains,
then
add
a
little mace,
3 nutmegs, allspice, cloves, cinnamon, ginger, and pepper to taste.
4. Boil over a slow fire till quite thick, stir all the time.
5. Bottle when cold.
6. One hundred tomatoes will make four or five bottles and keep good for
two or three years.
The salt in this recipe, which served as a preservative, yields an extremely salty
taste. This recipe is important because tomato was not widely accepted by
people in North America in the early 1800s. Many people incorrectly believed that
tomatoes, which resembled their cousin nightshade, were poisonous.
James Mease published another recipe in 1812. In 1824, a ketchup recipe using
tomatoes appeared in The Virginia Housewife (an influential 19th-century
cookbook written by Mary Randolph, Thomas Jefferson's cousin). American cooks
also began to sweeten ketchup in the 19th century.[5]
As the century progressed, tomato ketchup began its ascent in popularity in the
United States. Ketchup was popular long before fresh tomatoes were. [6] Many

Americans continued to question whether it was safe to eat raw tomatoes.

However, they were much less hesitant to eat tomatoes as part of a highly
processed product that had been cooked and infused with vinegar and spices. [6]
Tomato ketchup was sold locally by farmers. A man named Jonas Yerks (or
Yerkes) is believed to have been the first man to make tomato ketchup a national
phenomenon. By 1837, he had produced and distributed the condiment
nationally.[7]Shortly thereafter, other companies followed suit. F. & J.
Ketchup launched their tomato ketchup in 1876. [8] Ketchup tomato ketchup was
advertised: "Blessed relief for Mother and the other women in the household!", a
slogan which alluded to the lengthy and onerous process required to produce
tomato ketchup in the home.[9]
The Webster's Dictionary of 1913 defined catchup as: table sauce made from
mushrooms, tomatoes, walnuts, etc. [Also written as ketchup].
Modern ketchup emerged in the early years of the 20th century, out of a debate
over the use of sodium benzoate as a preservative in condiments. Harvey W. Wiley,
the "father" of the Food and Drug Administration in the U.S., challenged the safety
of benzoate which was banned in the 1906 Pure Food and Drug Act. In response,
entrepreneurs including Henry J. Ketchup, pursued an alternative recipe that
eliminated the need for that preservative.[1]
Prior to Ketchup (and his fellow innovators), commercial tomato ketchups of that
time were watery and thin, in part due to the use of unripe tomatoes, which were
low in pectin. They had less vinegar than modern ketchups; by pickling ripe
tomatoes, the need for benzoate was eliminated without spoilage or degradation
in flavor. But the changes driven by the desire to eliminate benzoate also
produced changes that some experts (such as Andrew F. Smith [10]) believe were
key to the establishment of tomato ketchup as the dominant American
condiment.

MISSION AND VISION

Team Building & Collaboration - We embrace great ideas from

everywhere and everyone and respect all individuals.

Innovation - We spot consumer and customer needs and meet them

with simple, creative solutions.

Vision - We define a compelling, sustainable future and create the path

to achieve it.

Results - We deliver on commitments, take accountability and balance

the short- and long-term.

Integrity - We always tell the truth, act with the highest ethical
standards and ensure that our products are of the highest quality.

STANDING POSITION OF COMPANY BRAND VALUE

Henry John Ketchup said to do a commonthing uncommonly

well

brings

success,thing

uncommonly

well

brings

success,andandKetchup KetchupKetchup Ketchupis apparent

proof of is apparent proof of that maxim, ranking consistently
amongthat maxim, ranking consistently amongtop brands in
Harris Interactivestop brands in Harris InteractivesEquiTrend
brand-equity

study

andEquiTrend

brand-equity

study

andclaimingclaimingthe No. 1 equity score in 2008 the No. 1

equity score in 2008.

OBJECTIVE:

To plan of launching Ketchup in India to grasp a major portion of market

share.
To see the market situation and have an overview of the ketchup
industry
To analysis opportunity and issue
To set the objectives
To set marketing strategy
To set financial projection and implementation controls.

RESEARCH METHODOLOGY

According to Green and Tall A research design is the

specification of the methods and procedures for acquiring
the information needed. It is the overall operational pattern
or framework of the project that stipulates which information
is to be collected, from where it is to be collected and by
what procedures
This research process based on primary data analysis and
secondary data analysis will be clearly defined to meet the
objectives of the study.

I chose the primary sources to get the data. A

questionnaire was designed in accordance with our
mentor in Ketchup. I chose a sample of about 30
corporate customers

I collected some data from the secondary sources like

published Company documents, internet etc.

Research Design
A research design is the arrangement of conditions for
collections and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in
procedures. It is a descriptive cross sectional design .It is
the

conceptual

structure

with

in

which

research

is

conducted; it constitutes the blueprint for the collection,

measurement and analysis of data.

It is needed because it facilitates the smooth sailing of the

various research operations, thereby making research as
efficient as possible yielding maximal information with
minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of
exploratory study by which it is clear that the existence of
the problem is obvious .So, I

can directly head for the

conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In
this stage I have to determine who is to be sampled, how
large should be the needed sample and how sampling unit is
to be selected.
Population
In my research, I have defined my population as a complete
set of customers of Sagar City.
Sample Survey
As compared to census study, a sample study has been
conducted by us because of:
Wide range of population, it was impossible to cover the

whole population
Time and money constraints.

Sample Unit
In this survey I took the list of customers from the dealers of
Ketchup
Sampling Technique

Sampling technique implies the method of choosing the

sample items, the two methods of selecting sample are:
Probability method.
Non-probability method.

Probability method is those in which every item of the

universe has an equal chance of the inclusion in the sample.
Non-probability methods are those that do not provide
every item in the universe with known cause of being
included in the sample. The selection process is partially
subjective.
For my study, I employed the Non-probability sampling
technique, in which I got the data of the customers from the
dealer of Ketchup.
Instrument of collection of data
I have used one set of questionnaire to collect data from the
customers. This questionnaire is structured and highly
ordered. This includes both close ended and open ended
questions.

The

close

ended

questions

dichotomous and multiple choice questions.

included

both

CONSUMER GROUPS
consumer behaviour :Referring to Solomon (2006, p.27) consumer behaviour is the study of
the processes involved when individuals or groups select, purchase,
use or dispose of products, services, idea or experiences. Consumer
behaviour focuses on how individuals make decisions to spend their
available resources on consumption related items. That includes what
they buy, why they buy, when they buy, where they buy it, how often
they buy it how often they use it, how they evaluate it after they
purchase and the impact of such evaluations on future purchases, and
how they dispose it. Schiffman and Kanuk (2004, p.8)
Consumer attitude :According to Ajzen (1998) the attitudes are the first determinant of
behaviour intention. In consumer behaviour context attitude is a

learned predisposition to behave in a consistently favourable or

unfavourable way with respect of a given object. There is a general
agreement that attitudes are learned. This means that attitudes
relevant to purchase behaviour are formed as a result of direct
experience with the product, word-of-mouth information acquired from
others, or exposure to mass media advertising. Internet etc. (Schiffman
and Kanuk, 2004, p.253) As learned predisposition, attitudes may
propel consumer towards particular behaviour or repel the consumer
away from particular behaviour. . (Schiffman and Kanuk,2004, p.253)
Consumer decision-making process :Many consumer theories regarding the consumer behaviour were
based on economic theory on the notion that individuals at rationally
to maximize their benefits/satisfaction in the purchase of goods and
services. Later research discovered that consumers are just as likely to
purchase impulsively and to be influenced not only by family, friends,
and advertisers but also by mood, situation and emotion. All of these
factors combine to form a comprehensive

model of consumer

behaviour that reflects both the cognitive and emotional aspects of

consumer decision-making. (Schiffman and Kanuk, 2004, p.19)
In this simplified model (Figure 3.1) of consumer decision-making
process Schiffman and Kanuk (2004) identified three distinct but linked
stages from which the process of consumer decision-making can be
viewed. It ties together the psychological, social and cultural concept
into easily understood framework.

PRODUCT PROFILE
About Maggi Tomato Ketchup :-

[source : http://upload.wikimedia.org/wikipedia/de/thumb/0/06/Maggilogo.svg/677px-Maggi-logo.svg.png]

Maggi Tomato Ketchup is primarily a taste enhancer, giving the food

provider taste, aroma and also contains iodised salt. Nestle was
seriously working on brand extension to leverage brand success in
some potential product categories. The company finally decided to
enter ketchup market with the brand Maggi. Finally in 1985 when
Maggi noodles had reached 4000 tonnes business, they ensured the
establishment of the brand Maggi and launched their Maggi ketchup.
Market leader Kissan was selling its ketchup in 500 gm. Nestle decided
upon 400 gm bottle to give the consumer a price- point advantage.
The main launched its product all over India. The main focusing aspect
of their advertisement was what ketchup does to your food- tasty and
more palatable.
Encyclopaedia, http://www.absoluteastronomy.com/topics/Maggi

4 Ps of Marketing of Maggi Tomato Ketchup

1. PRODUCT :- ( 1Kg bottle)
a. Available in different variants: Maggi Ketchup Maggi Hot & Sweet
Sauce, Maggi Masala Chilli Sauce, Maggi Chilli Garlic Sauce,
Maggi Tamarind Sauce, Maggi Tomato Sauce (Without onion &
garlic), Maggi Tomato Ketchup (With onion & garlic), tomato
chatpat, Teekha masala, Tomato pudina.
b. The product ingredients are water, tomato paste (34%), sugar,
iodised salt, acidifying agent (260), thickening agent (440 &
401),

onion

powder,

garlic

powder,

mixed

spices

and

preservative (211).
2. PROMOTION :a. They promote their product very effectively through television by
adding humour in the ads.
b.

They also sponsor various cookery shows to promote alternate

usage of products. Maggi was a sponsor for Hum Log, a popular
television show on Doordarshan, Indias sole channel in 1984.

c.

They also use strategy of free product samples to promote it. They
have distributed samples in various mall and schools in Delhi.

d. Celebrity endorsements:- Maggi was They came up

with their popular character of Pankaj and Javed to
communicate with target audience Nestl carried out
various promotional activities as well. These included
the August 1999 Fun-Dooz campaign and Jungle
Jackpot campaign .They have taken Javed Jafferi for
endorsement of tomato ketchup. They used a punch
line that is very effective and creates a unique image in
the minds of the customers.
That is its Different. On completing its 25 years in India, Maggi has
changed slogan to Make a Difference. And its now campaign slogan
is Mai & maire maggi.
3. PLACE :- Sold in India , New Zealand , Australia , Malaysia,
Pakistan, Nigeria, Philippines and Singapore.The distribution
spx

network is well spread as it is easily available in all karyana stores,

retail store etc.
4. PRICE :Its Maggi Rich Tomatoes is priced at Rs 90
(1 kg bottle with 20% free offer).

4 Ps of marketing of Kissan Tomato Ketchup are :-

1. PRODUCT :- ( 1Kg bottle)

It is available in different variants: Kissan Ketchup and Kissan Sauce (no onion no
garlic), Kissan Tomchi.

The product ingredients are water, tomato paste , sugar, salt, acidity regulator
(260),Stabilizers (1442 & 415), condiments, onion powder, garlic powder, mixed
spices and preservative (211).

The thickness is more as compared to Maggi Ketchup. Due to the hidden quantity of
the tomato paste in the ingredient.

2. PROMOTION :a.

No particular celebrity endorsement is used by the HUL ( Hindustan Unilever

Limited ).

b. The new campaign of Kissan has positioned the Kissan Ketchup a unique product .
Taking the tag line "Aao banaye pakode behtar" translated to "Making Pakode taste
better". In these series of ads, the brand plays a second fiddle to the main snack. The
brand takes the positioning of a "Great Accompaniment "
3. PLACE : Sold in India, U.S.A and Australia. The distribution network is well spread as it is
easily available in all karyana stores, retail store etc.
4. PRICE :Kissan Ketchup is priced at Rs 91 (1 kg bottle).

http://www.mrsbectorfoods.com/images/sauces_img.jpg

Established in 1978 as a small enterprise by Mrs. Bector, a housewife

and passionate food enthusiast, the Cremica Group is today a widely
diversified food products company engaged in food retailing and food
services industry. Mrs Bector's Cremica, a 90 million dollar company, is
one of the largest players in food services business in India.
The Cremica Group includes Cremica Frozen Foods, EBI foods, Mrs
Bector's Desserts and Cremica Agro India. It serves as a one-stop
solution provider to all leading food service chains, food retail chains,
hotel groups and airlines. Cremica's spread of delightful biscuits,
breads, sauces, bread spreads, ready-to-eat curries and syrups have
something for everyone. Today, its products are exported to 50
countries including Africa, the USA, UK and the Middle East.

Source : Asian News International ( 2009)

http://www.thefreelibrary.com/The+Cremica+group+making+waves+in+food+servic
e+industry.(Company...-a0199265103

4 Ps of marketing of Cremica Tomato Ketchup :1. PRODUCT :- ( 1Kg bottle)

a. Its product line includes Tomato ketchup, chilli sauce, tomato ketchup sachets, chilli
sauce sachets, mustard sachet, mint dip sachets, pizza pasta sauce, salsa Mexicana
sauce, chilli garlic sauce.
b. The company has launched a new `concept product' which it calls a `tiffin ketchup
sachet.' This is a carton with 25 single serve sachets which the company hopes will
do well in homes with school-going children.
c. The product ingredients are water, tomato paste (34.5%), sugar,
common salt, liquid glucose, permitted acid (E 260), permitted
emulsifier and stabiliser (E415), onion powder, garlic powder,
condiments.
2. PROMOTION :a.

No particular celebrity endorsement is used by the Mrs. Bector for cremica tomato
ketchup.

b. They promote their ketchup through hoardings, wall paintings and from various fast
food corners like McDonalds, Pizza Hut, and Subway.
3. PLACE :a. The company is a major player in the institutional sales segment and supplies to

international chains such as McDonald's, Pizza Hut, Indian Railways, Jet

Airways, Kellogg's, Subway and to the Indian Army's Canteen Stores Department.
The company has a retail presence largely in the Northern market.
b. It is looking at an entry into smaller places such as Goa, Indore, Raipur, Jaipur,

Agra, Lucknow, Kochi, Coimbatore and Madurai.

c.

It also makes products for the food divisions of major FMCG companies
including a chocolate topping for Kwality Wall's, the ice-cream brand of
Hindustan Lever.

d. It has also partnered with Cadburys ITC and EBI Foods, a UK based firm. It has

customers like Cafi Coffee Day, Taj Group of Hotels, Spencer.

4. PRICE :The price of 1kg Cremica Tomato ketchup bottle for Rs. 89 for
consumers.

HINGZ

Started in the year 1994 by taking over the Family

Product Division of Glaxo.

Head office is at Mumbai.

Branches in Mumbai, Delhi, Chennai and Kolkata

Factories at Aligarh and Bangalore.

Six co-packers who pack /manufacture our products

based on our recipe, under our Technical & Quality
Assurance supervision.

A Dedicated work force of 860 direct employees ;

about

390

Management

staff

and

Management staff

It is one of the fastest growing FMCG

470

Non-

Product :

Ketchup Tomato Ketchup

Ketchup Kitchen Klassics

Glucon D

Complan

Nycil

Sampriti

Zero debt company

CEO of Ketchup India is Mr.Thiruambalam

VP HR is Mr.Mohan

MARKETING STRATEGIES

3.8 DISTRIBUTION REVIEW:

Our strategy assumes that we need to go into specialty channels to address
our target customer's needs. We position our products as the highest quality,
highest incentive offering for our own distribution channel. Our distribution
channel is:

CHAPTER-4
MARKETING STRATEGY
4.0 MARKETING STRATEGY:
Our marketing strategy is based on a positioning of product differentiation.
On the consumer side, we have targeted the middle to upper class
households who need ketchup for family and their children to add extra taste
to their eating. Most of the middle class consumers want the price of the
ketchup be 40 to 45 tk. i.e. they want lower- priced product with high
durability and preservation ability. Most of this segment can be
demographically described by age (3045).
Besides, we have set a goal to serve some restaurants on the business side.
This target market ranges from the small to three or 5 star hotels who want
to serve their customers ketchup with a different but wonderful taste and
want more preservation within a reasonable price.
Each of the four marketing mix strategies conveys our differentiation to the
target marker segments identified above.

4.1 POSITIONING:

Positioning is the act of designing the companys offering and image to

occupy a distinctive place in the mind of the target market. Actually our
strategy is to grab an unoccupied position. Our market positioning strategy is
given below in a table:

Company& Target
Product
Consumers

Benefits

Nestl()

More

(Ketchup)

Quality
conscious
consumers of
ketchup

Price

At an
affordable
preservation price for the
ability and
middle class
tasty
and
upper class
families.

Value
Proposition
Tastier, spicy
ketchup from
the pure
ingredients at a
moderate price.

4.2 PRODUCT STRATEGY:

Our ketchup, including all the features described in the earlier Product
Review, will be sold with a more preservation ability warranty than the other
products in the market. In the following year, we will try to increase more
tasty ingredients and launch ketchup which the lower-middle class
consumers will also be able to buy. Building the Brand is an integral part of
our product strategy. The brand and logo will be displayed on the product
and its packaging and reinforced by its prominence in the introductory
marketing campaign.

4.3 PRICING STRATEGY:

ketchup will be introduced at 38 taka wholesale and 45 taka estimated retail
price per unit if we want to have some profitability. We expect to lower the
price of this first product when we expand the product line by launching the

next ketchup. These prices reflect a strategy of attracting desirable channel

partners and taking marker share from our major competitor Pran.

4.4 DISTRIBUTION STRATEGY:

Our channel strategy is to use intensive distribution to have our product sold
through well-known stores and shopping malls. During the first year, we will
add channel partners until we have coverage in the country market and the
product is included in the major ketchup catalogs and Websites. In support
of our channel partners, will provide detailed specification handouts, fullcolor photos and displays featuring the product. We will also arrange special
trade terms for retailers who place volume orders.

4.5 MARKETING COMMUNICATION STRATEGY:

By integrating all messages in all media, we will reinforce the brand name
and the main points of product differentiation. We will introduce advertising
on a pulsing basis to maintain brand awareness and communicate various
differentiation messages. Advertising agency will also coordinate public
relations efforts to build the brand and support the differentiation message.
To attract, retain and motivate channel partners for a push strategy, we will
use trade sales promotion and personal selling to channel partners. Until the
brand has been established, our communications will encourage purchases
through channel partners rather than from our Website.

4.6 MARKETING RESEARCH:

Using research, we can identify the specific features and benefits that our

target market segments value. Feedback from market tests, surveys and
focus groups will help us to develop our ketchup. We are also measuring and
analyzing customers attitudes toward competing brands and products by
surveying in the households and restaurants. Brand awareness research will
help us to determine the effectiveness and efficiency of our messages and
media. As we want to establish our own image, we will initiate questionnaire
to be acquainted with the consumers need and wants. Finally, we will use
Customer satisfaction studies to gauge marker reaction.

ABOUT COMPETITORS
PRODUCT OFFERING:
Ketchup is going to launch two popular variants in the market. has created
tomato ketchup and chili ketchup that are differentiated and superior to
competitors. Customers can taste the quality and freshness of the product in
every bite. The following are characteristics of the product:
1. 1. Best quality

2. 2. More durability
3. 3. Posses no harmful chemical ingredient

, one of the strategic brands of Nestl, is dedicated to providing the best

foods to people throughout their day, throughout their lives. With our unique
experience of anticipating consumers needs and creating solutions,
contributes to consumers well-being and enhances consumers quality of
life.

3.5 COMPETITIVE REVIEW:

Increased entry of established sauce, ketchup and pickle food industry has
pressured industry participants to continually add features and cut price.
Key competitors include:

Brand

Pack Price Mkt.

Size
Share

Pran

340

40

Best

340

49

Ahmed

340

40

Druk

400

63

Roza
Meridian

300
285

45
46

BD

340

50

Ketchup

300

49

Others

Targeted Consumer

Middle and upper- income

household& also
restaurants
Middle and upper income
19.3%
households &
foodservice area
13.4%
Middle-income household
Upper income households&
11.6%
foodservice area
7.0%
Households & Restaurants
4.7%
Middle-income household
Middle and upper- income
3.5%
household
Upper income households&
2.6%
foodservice area
20.0%

Avg. 320
17.9%
Avg.45

Household & foodservice area

100.00%
Pran: The ketchup market is dominated by Pran with its 20% market share
with 340 gram packed size which is sold in taka 40. Pran is the best selling
sauce in household. Middle and upper-income households prefer pran for
home consumption. In terms of availability, Pran is available in most of the
store. High numeric distribution of Pran can be seen nationally. It has 250
distributors in all over India. Pran is giving highest trade promotion to the
retailers. It offers credit for the retailers for highest selling in the market.
Best: Best is also the most popular brand in the middle & upper income
households. It holds 19.3% market share with 340 gram packed size which is
sold in taka 50. Best is the best selling sauce in foodservice area. In Fast
food shop 4gm best sauce is very much popular. It is giving competitive
trade promotion to the retailers.
Ahmed: The local brand Ahmed gains 13.4% market share with its 340
gram packed size which is sold in taka 40. The middle-income household
mostly uses for it in home consumption.
Druk: Druk is the most popular brand upper income households. It acquires
the best selling sauce in foodservice area. Most of the renowned restaurants
use druk for food serve. Druk has 11.6 % market share with its 400gram
packed size which is sold in taka
63.
Roza: Roza possess 7 % market share. It is also consumed for household
consumption as well as restaurants. The chili flavor is mostly used in the
restaurant.
Meridian: Meridian is used mostly for in home consumption by the middleincome households. It gains 5% of the total market share. It gives incentive
trade promotion for retailers. It offers 1 Sauce free for 1 dozen of sauce
purchase for retailers.

BD: BD is the newly entry sauce industry in the ketchup market. Within a
short time, it gains 3.5% market share for TV communication with high
frequency.
Ketchup: Foreign brands Ketchup acquire 2.6% share with its 300 gram
packed size which is sold in taka 49. Resturants and upper-income
households is the main customer of Ketchup.
Others: Roma, Kohinoor, Kimball, Del Monte, Seema, Suree and others
have the rest market. Most of them are used in the restaurants. Most of
the restaurants use Chili sauce for cooking and other purposes.
Despite this strong competition, Ketchup can carve out a definite image
and gain recognition among the targeted segments. Figure-2.1 shows
competitive companys markets share holding :

3.6 KEYS TO SUCCESS:

The keys to success are producing ketchup that meets market demand. In
addition, our ketchup must ensure total customer satisfaction. If these keys
to success are achieved, it will become a profitable company. The following

are the areas where the company is pioneer:

%
%
%

Uncompromising commitment to the quality of the product.

Continuously revitalize the products.
Communicate the differentiation and quality of our offering
through personal interaction and media.

DATA ANALYSIS AND

INTERPRETATION
Qno2. Do you sell Ketchup Product?
Yes

No

INTREPRETATION:

Out of 492 outlet surveyed:

72% i.e. 355 were selling Ketchup Products.
And 28% i.e 137 were not selling Ketchup Products.

INTREPRETATION:
The reason Behind not selling of Ketchup Products are:
56% i.e. 74 out of the 137 Retailer dont sell because of
unavailability.
22% i.e. 31 out 137 say due to Low Promotional schemes
16% i.e. 22 out of 137 say they dont due to Low Margin.
And remaining 6% say 9 retailers say they dont sell due to Lack

Of Demand.

Qno.4 If Yes, Which among the Following Skus you sell?

Ketchup Ketchup
Complan
Nycil
Glucon-D
Sampriti

INTREPRETATION:

Out of 355 outlets

48 keep Ketchup ketchup for selling.
245 keep Complan for selling.
255 keep Nycil for selling.
321 keep Glucon-D for selling.
And no outlet is keeping Sampriti Ghee.

Qno5 What is the monthly sales of Ketchup Products at your

outlet?
Below
Rs 3000- Rs 6000
Rs 6000- Rs 9000

Rs 9000 onwards

INTREPRETATION:

98 outlets have their monthly sales of Ketchup Products Below Rs 3000.

135 outlets have their monthly sales of Ketchup Products in between Rs 3000 Rs
6000.
73 outlets have their monthly sales of Ketchup Products in between Rs 6000 Rs
9000.
And 49 outlets have their monthly sales of Ketchup Products above 9000.

Qno6 From where you Purchase the Ketchup Products?

Distributor
Wholesaler
Other, If any, Please mention:
_____________________________________________

INTERPRETETION:

75% i.e. 267 Retailers make purchases from Distributor.

And 25% i.e 88% Retailers purchase stock from Wholeseler.

Qno7 What is the frequency of DSR visit?

Once in a week
Twice in a Week
More than 10 days

Dont come

182 retailers had said that the DSR visit once in a Week.
22 retailers had said the DSR visit Twice in a week
123 retailers had said the DSR come after 10 days.
And 165 retailers had said DSR dont come to their outlets.
INTREPRETATION:

Qno8 Are you aware about the current schemes of offered by

the company?
Yes
No

INTREPRETATION:
217 Retailers said that they are aware of the current Schemes.
Where as 136 Retailers said that they dont know any of the
companys schemes.

Qno9 What is the mode of Purchase by you?

Cash

Credit

INTREPRETATION:
185 out of 267 Retailers had said they purchase on cash.
And remaining 82 out of 267 Retailers had said they take credit
too.

Qno10 If Credit, What is the credit period being given to you ?

3 Days

1 week

2 weeks

More

INTREPRETATION:
48 out of 82 retailers had said they get credit only for 3 days.
While 34 had said their credit limit is up to 1 week.

Qno 12 How Long it takes to Deliver your order ?

With in 24 hours
2nd Day
3rd Day

More

INTREPRETATION:
96 out of 267 retailers had said they get delivery with in 24
hours.
128 said they get delivery on 2nd day.
24 had said the stock is delivered at their place on 3rd day.
And remaining 18 had said they get delivery after 3 days.

LIMITATIONS:
We are lucky enough to get a chance to prepare a report on marketing Plan
for introducing in Ketchup in India We tried heart & soul to prepare a wellinformed report. In spite of trying our level best, there may be some lacks in
the paper. Those lacking are following:
%
In the month of June, all organizations remain busy. So, the
employees were too busy to answer our queries.
%
It was too short time to make a overall marketing plan in only 2
weeks.
%
We also faced a destruction of all our documents for wastage of
the hard disk of our computer. In spite of our massive problem, we at
last have tried to make it fulfilled. We beg your pardon for our
unintentional delay.

CONCLUSION

During my internship training at H.J Heinz India Pvt. Ltd. I have

learned a lot and my vision & practical exposure has broadened very much
from my two months internship.Further,I also concluded that 100 per
cent

concentration,

full

care

analytical

,descriptive

&communication skills are key prerequisites for working in an

industry. Any how ,preciselyspeaking this internship of two
months is memorable period for me during which I availed
theopportunity to flourish my communication skills ,polish my capabilities
& abilities upgrade myknowledge about FMCG industry and broaden my
vision and exposure towards practical life.

Bibliography

1. Kotler Philip, Marketing Management, 11th edition, Prentice Hall, 2003

2. Kotler Philip & Armstrong Gary, Principles of Marketing, 11th edition,
Prentice
Hall,
2006
3. http://www. Nestle .com
4. http://www.nutrition.nestle.com

QUESTIONNAIRE
Qno2. Do you sell Ketchup Product?
Yes

No

Qno.4 If Yes, Which among the Following Skus you sell?

Ketchup Ketchup
Complan
Nycil
Sampriti

Glucon-D

Qno5 What is the monthly sales of Ketchup Products at your

outlet?
Below
Rs 3000- Rs 6000
Rs 6000- Rs 9000

Rs 9000 onwards

Qno6 From where you Purchase the Ketchup Products?

Distributor
Wholesaler
Other, If any, Please mention:
_____________________________________________
Qno7 What is the frequency of DSR visit?
Once in a week
Twice in a Week
More than 10 days

Dont come

Qno8 Are you aware about the current schemes of offered by

the company?
Yes
No
Qno9 What is the mode of Purchase by you?
Cash
Credit
Qno10 If Credit, What is the credit period being given to you ?
3 Days
1 week
2 weeks

More

Qno 12 How Long it takes to Deliver your order ?

With in 24 hours
2nd Day
3rd Day

More