A

PROJECT REPORT
ON

“STUDY OF RETAILERS SATISFACTION TOWARDS PRODUCTS AND SERVICES

OFFERED BY “LUVIT CHOCOLATE” IN PIMPRI CHICHWAD CITY”

ACKNOWLEDGEMENT

I express my sincere thanks to “PRIDE DISTRIBUTORS LTD”. and my company project

guide Mr. Mandar Shukla Sir, for guiding me right from the inception till the successful
completion of the project.

I sincerely acknowledge him for extending their valuable guidance, support for literature, critical
reviews of project and the report and above all the moral support he had provided to me with all
stages of this project.

I would like to give special thanks to Dr. Surya Ramdas (Director) and my project guide Prof.
Mahesh Salvi Sir, for giving me support throughout the tenure of my project.

SACHIN HATOLE
PGDM(Marketing)

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 DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “STUDY
OF RETAILERS SATISFACTION TOWARDS PRODUCTS AND SERVICES OFFERED
BY “LUVIT CHOCOLATE” IN PIMPRI CHINCHWAD CITY” written and submitted by me
to SIP, in partial fulfilment of the requirement for the award degree of MBA under the guidance of
Prof. Mahesh Salvi Sir is my original work and the conclusion drawn therein are based on the
material collected by myself.

DATE:
PLACE:
SIGNATURE
(student)

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 TITLE INDEX

CHAPTER NO. LIST OF CONTENTS PAGE NO.

1 Executive Summery 5-7
2 Introduction 8-11
3 Objective and Scope of the project 12-13
4 Profiles
4.1Industry Profile 14-39
4.2Company Profile
5 Conceptual Background 40-44
6 Research Methodology 45-49

7 Data analysis and Interpretation 50-68

8 Findings 69-71
9 Suggestions 72-73

10 Limitations of the project 74-75

11 Conclusion 76-77
Bibliography 78
Abbreviations 79
Annexure 80-83

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 CHAPTER-1

EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY

The project titled “STUDY OF RETAILERS SATISFACTION TOWARDS PRODUCTS

AND SERVICES OFFERED BY “LUVIT CHOCOLATE” IN PIMPRI CHINCHWAD
CITY” was done for “PRIDE DISTRIBUTORS LTD” a franchisee of “LUVIT” India.

Summer internship is known to be a student’s first brush with cooperate world. This is the time for
the students to put words and theories into action. This opportunity to integrate classroom learning
with real life situation. While doing the project students are placed under the guidance of a
manager who serves as a mentor.

This project report deals with Satisfaction of retailers towards products and services offered by
Luvit chocolate. Using the questionnaire for retailers.
The objectives of this topic are-
.To understand various problems faced by retailers of Luvit product.
.To analyze complaints of retailers towards products and services of Luvit.
.To study/identify retailers satisfaction level towards Luvit products and services.
.To develop effective solution to the problems faced by retailers.
The project is carried out depending on the various data which are obtained from both primary
source (direct interview with retailers) and the secondary sources (the website of the company,
books, and print media).

Satisfaction is a result of a product related experience and this question reflects the overall opinion
of a consumer’s experience with the product performance. Satisfaction and attitude are closely
related concepts. The psychological concepts of attitude and satisfaction may both be defined as
the evaluation of an object and the individual relationship to it.
Anything that can be offered to a market for attention, acquisition, use, or consumption that might
satisfy a want or need, include physical objects, persons, organizations, and ideas is called as
product.
Services mean the work done by one person which is helpful to another person and these are
intangible in nature. It is an act of help and assistance.

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The analysis is made studying the questionnaire and observation which was distributed among 100
Retailers to find their response about the various questions asked related to the satisfaction level
and problems faced by them, conducted in Pride Distributors Ltd(Luvit).

The sampling method is using conveyance sampling, the total size of sample is 100 for retailers.
The data and interpretation done through pie chart, percentage, bar diagram and table.

The major findings of the study are related with the Luvit products and services offered to retailers
in Pimpri Chinchwad city which includes the retailer’s stock more products of Luvit soft drinks as
compare to another company products. Retailers were also satisfied with the distribution network
of Luvit, information regarding new schemes and discounts. They were also satisfied with the sales
person of Luvit. The retailers were dissatisfied with the credit facilities provided by Luvit in Pimpri
Chinchwad city.

The few suggestions for Luvit from the researcher are-

Delivery of goods should be increased in number for proper catering in the entire area of Pimpri
Chinchwad effectively and efficiently.
The company should supply its glow sign board, banners etc.as an advertisement media to the
retailers of few areas, which will as usual for satisfaction of retailers.
Credit facilities should be provided to retailers to satisfy their needs regarding payment.

The conclusion of the survey is based on the objectives of the study i.e. various problems faced
by retailers of Luvit product, complaints of retailers towards products and services of Luvit,
retailers satisfaction level towards Luvit products and services and effective solution to the
problems faced by retailers.

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 CHAPTER-2

INTRODUCTION

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 INTRODUCTION

India with a population of more than 130 crores is potentially one of the largest consumer
markets in the world with urbanization and development of economy, tastes and interests of the
people changes according to the advance nation.
Luvit industry is one of the fast growing industries in India.
Marketing includes all the activities like promotion, distribution, advertising etc. to fulfill the
demands of all segments of consumers. Marketing is also convert social needs into profitable
opportunities. So this topic provides all the essentials to the theoretical knowledge with practical
knowledge and to inculcate the efficiency. It is also a requirement for the company to improvits
service and product quality to achieve the ultimate goal.
Marketing is about winning this new environment. It is about understanding what consumer’s
wants a supplying its more efficiency and more conveniently.
India where more than 50% of the total population exists below poverty line the consumer can’t
afford such high price for chocolate. As a result the trading activities of the chocolate industry
are concentrated in and around big cities and town where the purchasing power of population is
considered comparatively high.
chocolate industries in India has annual sale of about more than 10,000 crores with per capita
consumption of chocolates at a low of 8.00 Kg per annum is due to price factor.
So, marketing is both philosophy and technology. It is technology because it suggests ways and
means for effective production and distribution of goods and services in the market to give
maximum satisfaction to the consumer.

In this regard the marketing management with have to apply to marketing technology in the
conceptual philosophy of a system

It is the process of system analysis in the marketing management for effective research and can
be defined, “systematic objective and exhaustive study of tasks relevant to any problem in the
field of marketing”
.

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To explore the reasons behind these developments this study will analyze the marketing
initiatives and policies of Luvit India in detail with particular focus on its partner relationship
management.
The above-mentioned objectives can be achieved by carrying a proper and planned research
involving different types and methods. The data collected to laid the foundations for the study
and gave a platform for the analysis and findings which lead to the fulfillment of the objectives.
The data collected for research is primary and secondary. Primary data is collected by
observation, interviews and questionnaires. While secondary data is collected from the internet
through different case studies and reports on the Chocolate industry. Observation method was
carried in “PUNE” to know the market position of Luvit products. Questionnaire method was
used to know about the customer and retailer perception towards the products. Secondary data is
used to know about the “ICI”(Indian Chocolate Industries) and the Company i.e. Luvit.
The data collection and analysis paves way for the recommendation ad conclusion of the study
that reveals some important findings regarding the strategy and corporate structure and strategy
of Luvit India.

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 CHAPTER-3

OBJECTIVE AND SCOPE

OF
THE PROJECT

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 OBJECTIVE AND SCOPE OF THE PROJECT

Objective of the Study:

A project cum training is an essential part of “MASTER IN BUSINESS
ADMINISTRATION (MARKETING)” curriculum.
Executive training was undertaken on the following objectives:
 To understand various problems faced by retailers of Luvit product.
 To analyze complaints of retailers towards products and services of Luvit.
 To study/identify retailers satisfaction level towards Luvit products and services.
 To develop effective solution to the problems faced by retailers.
It also helps to make improvements in service and quality of the Luvit products, for their long
term existence in the market and earning profit.

Scope of the Study:

The geographical scope of study is limited to areas of Pimpri chinchwad
 Akurdi
 Nigadi
 Chinchwad
 Pimpri
 Ajmera
 Moshi
 Bhosari
 kalewadi
Scope of this project is limited to all the products and services of LUVIT offered by PRIDE
DISTRIBUTORS LTD. PCMC.
Functional scope of the study is limited to study of retailers problems, complaints and finding
out their level of satisfaction.

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 CHAPTER-4

COMPANY PROFILE

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 PROFILES

INDUSTRY PROFILE:

INDUSTRY NAME :-
Global Consumer Products Pvt Ltd ( Luvit ).
ADDRESS :-
Solus, 3rd Floor, 1st Cross JC Road
Bangalore / Bengaluru Karnataka , 560027

LOCATION :-
Pimpri Chinchwad (Pune)

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 LUVIT INDUSTRY OVERVIEW

Luvit

Chennai-based FMCG start-up Global Consumer Products has forayed into the chocolate
business by launching products under the brand name Luvit targeted at consumers in the age
group of 15 to 30 years.

Global Consumer Products has roped in actor Siddharth as brand ambassador for the Luvit
brand.

Nine variants

It has launched nine variants in key formats of moulded chocolates, enrobed wafers, panned
chocolates and caramel-nougat bars with price ranging from ₹5 to ₹45.

Global CP, promoted by A Mahendran (former Managing Director of Godrej Consumer

Products), was launched a year ago with an investment of ₹315 crore from Goldman Sachs and
Mitsui Global.

“We expect to achieve revenue of ₹1,250 crore in five years,” according to Mahendran,
Chairman and Managing Director, Global CP.

For the next couple of years, the focus would be on food and chocolate segments only, he told
newspersons.

The company will soon launch the products in other parts of India. It is ‘asset light’ and
outsources its manufacturing requirements from various vendors, he said.

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Distribution network ;-

Global CP will have its own distribution network. It will begin with 80 distributors to reach

around 75,000 retail outlets in the South, said Anuradha Narasimhan, Executive Vice- President
- Sales and Marketing.

The chocolate market is pegged at ₹7,000 crore, and growing at 25 per cent annually.

However, the penetration level is only at 10 per cent, which provides a big opportunity for the
company.

Big opportunity

Products will be available across supermarkets, large and small grocery shops, general stores,

bakeries and chemists across southern India, which account for nearly 30 per cent of the national
chocolate market.

Targeting Soft Drinks to Youths enables companies to:

 Assess the size of the chocolate opportunity by age group
 Understand children's values and motivations and their impact on the chocolate market
 Develop incumbent market position through enhanced targeting and promotion
 Assess trends in new product development in the children's market over the course of the
past 2 years
 Combine business to business executive opinion and local field research
Analysis and Industry Challenges:
In order to survive in this environment, companies must consider the market trends that will
likely shape the industry over the next few years. This will help soft ICI to understand the
challenges they will encounter and to turn them into opportunities for process improvement,
enhanced flexibility and, ultimately, greater profitability.

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 CHANNELS OF CHOCOLATE INDUSTRY

Modern Trade/Large Chain Retailers

Greater power in negotiating purchases of concentrations and merges direct access to the
consumer and a tendency to protect this relationship from manufacturer intrusion Request
contributions and discounts from brand companies.

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 OVERVIEW – LUVIT INDUSTRY

Company Details
CIN U15412TN2013PTC094317

Company Name GLOBAL CONSUMER PRODUCTS

PRIVATE LIMITED (Luvit)

Company Status Active

RoC RoC-Chennai

Registration 94317
Number

Company Company limited by Shares

Category

Company Sub Non-govt company

Category

Class of Company Private

Date of 26 December 2013

Incorporation

Age of Company 5 years, 7 month, 7 days

Share Capital & Number of Employees

Authorised Capital ₹2,249,999,870

Paid up capital ₹2,243,452,420

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Listing and Annual Compliance Details

Listing status Unlisted

Date of Last Annual General Meeting 19 September 2018

Date of Latest Balance Sheet 31 March 2018

Board of directors of Luvit-

DIN Director Name Designation Appointment Date

08353560 HIROAKI SAGANE Nominee Director 08 February 2019

00242423 MAHENDRAN ARUMUGHAM Managing Director 26 December 2013

07986708 SRIRAM KUMAR Nominee Director 18 December 2018

01716627 ASHOK KUMAR DHINGRA Director 20 February 2014

03453279 LAVANYA ASHOK Nominee Director 14 February 2014

06809197 AMIT AVINASH RAJE Nominee Director 14 February 2014

08123693 YOSHIHIRO YAMAMURA Nominee Director 02 May 2018

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LUVIT INDIA:

LOGO

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Products:

Introduction:

LuvIt is new brand from Global Consumer Products - a startup in the FMCG space. Global
Consumer Products was started by A Mahendran who was the Managing Director of Godrej
Consumer Products. The fact that an entrepreneur is trying to take on the giants like Mondolez
and Nestle makes LuvIt an interesting brand.

According to Economic Times, the Indian chocolate market is worth around Rs 6800 crore. The
market is lead by Mondolez with a share of over 70% and distantly followed by Nestle with 18%
and Ferrero with 8 % market share.

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What makes LuvIt a brand to lookout for is the sheer ambition to fight the giants. The brand has
huge ambition and it is seen by the way it was launched. It is reported in the news that Global
Consumer Products has the backing of Mitsui Global and Goldman Sacs
.
LuvIt has launched 9 variants with prices ranging from Rs 4 to Rs 45. The brand is essentially
targeting the adults especially the youth. The brand has invested considerable thoughts in its
packaging and stands out as a very vibrant young brand and distinct from the competitors like
CDM.

MARKETING MIX / 4 P’S FOR LUVIT

Marketing Mix has been defined as the set of marketing tools that a firm uses to pursue its
marketing objectives. These tools are classified into four broad groups, namely, Product, Price,
Place and Promotion.
Marketing mix decisions should be made to influence trade channels as well as final consumers.
A firm can alter any of the four P’s accordingly, including changes in the product and
distribution channel as well.
The four P’s represent the seller’s view of the marketing tools available for influencing buyers.
Whereas from a buyers point of view, each marketing tool is designed to deliver a customer
specific benefits according to his or her requirements

Marketing Variables: The Four P Components of the Marketing Mix

Product Price Promotion Place

Prod. Variety List Price Sales Channels

Quality Discounts Promotion Coverage
Design Allowances Advertising Assortments
Features Payment period Sales Force Locations
Brand Name Credit Payments Pubic Relations Inventory
Packaging Direct Transport
Sizes Marketing
Services
Warranties Four P’s
Returns

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Product Quality:

This is one of the most important aspects that any Co. needs to address. Specially in the case of
Luvit this is even more important because of the controversies and claims regarding the CSE
report on Pesticides in Luvit. Therefore Luvit has to maintain stringent quality norms and
standards and norms. Luvit does that by following one quality standard worldwide and according
to the official website of Luvit, the Co. maintains that :
“At every level of Luvit Company, we take great care to ensure that the highest standards are
met in everything we do. In our products, packaging, marketing and advertising, we strive for
excellence because our consumers expect and deserve nothing less. We promise to work toward
continuous improvement in all areas of our organization”.
“At every step of our manufacturing and packaging process, strict quality controls are followed
to ensure that Luvit products meet the same high standards of quality that consumers have come
to expect and value from us. We also follow strict quality control procedures during the
manufacturing and filling of our packages. Each bottle and can undergoes a thorough inspection
and testing process. Containers are then rinsed and quickly filled through a high-speed, state-of-
the-art process that helps prevent any foreign material from entering the product. Additional
quality control measures help to ensure the integrity of Luvit products throughout the
distribution process, from warehouse to store shelf”.
Brand Name:
This is the most important thing any Co. in this Business needs to do if it wants to remain and
succeed in the Business. Luvit has successfully done that for last five years. Luvit has targeted
the youth and has invested heavily in advertising and building a brand image
Packaging and Size:
The products are available in packaging and sizes. This is done to facilitate the use according to
the requirements of the Customer. Different packaging also affects the usage pattern of the
product in various markets. e. g. sale of 50 rs .chocolate is high in areas in which middle and
high income group customers stay. But the sale of 1,2, and 5 rs chocolate, lolipop and munch is
high in areas where people in the lower income group bracket stay. The sale of 30 rs chocolate

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is high in areas where students etc. stay. Different packaging is also provided for different
products .
Services, Warranties, Returns:
There are 8 months warrenty provided for these products and provision of returns in case there is
any problem with the product, e.g. packaging of bottles and pouches ,expiry, etc.

PRICE

List Price: The Price of each product is fixed and there is no discrepancy. Salesmen are not
authorized to make any change, alteration or give discounts unless authorized by the Company.
Discounts: Discounts are provided distributors and Slums but there is discount for retailers in
some cases..
Allowances: Allowances are given to salesmen on achieving their daily targets. This target is
given to every Salesman every day before he goes on his designated route
Payment period and Credit terms: Two days credit is provided. The payment procedure is not
flexible as the retailers are required to make on the spot payments. At times, they defer the
payment and in that case, the Salesman either shows a shortage or pays the rest of the amount by
himself. The wholesalers are also required to make in advance but at times they also defer the
payment and make the payment at a later date.
PLACE

Channels: ‘Channels are independent organizations involved in the process of making a product
or service available for use or consumption’. There are different intermediaries in channels that
facilitate the availability of goods to the consumer.
Coverage: Two things come under market coverage. These are Market Reach and Market
Penetration.
Market Reach can be termed as accessibility and Market Penetration can be termed as
Frequency.

PROMOTION

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Luvit has been launched in South India with the actor Sidharth as the brand ambassador. For the
launch the company has gone the musical route by launching a one minute music video featuring
the actor. The Southern India accounts for 30% of chocolate sale.
The basic positioning theme of LuvIt is focused on the taste. The brand says that it is too good to
be shared. This is conveyed through the ads which says that if someone shares LuvIt then
Beware. There is a hidden agenda behind sharing of the chocolate because the best way to enjoy
chocolate is to enjoy it alone.

The brand is using the term " Ushaar " which means Beware in its campaign in South India. The
ads are pretty, however, the theme is not new, The recently launched Schmitten Chocolate too
had a similar message - it is a crime to ask for a bite.
It is interesting to note that while the market leader Cadbury Dairy Milk says chocolate is to be
shared, the new competitors are focusing on being selfish with the chocolate, so it is to be seen
whether the challenging brand's pitch on selfishness will find favor with the consumers.

What makes LuvIt different is the brand elements. The brand has used lively and loud colors and
the ad is also flashy. So the brand has definitely all the elements to encourage a trial purchase

HISTRY OF LUVIT

Mahendran began his career as a partner with Chartered Accountancy firm RNG Price &
Associates in 1985 In 1987, he partnered with R Mohan in Transelektra Domestic Products
Limited to launch a brand of household insecticide called Good Knight and Hit in India. He
drove the business from a start-up to a Rs. 500 million brand in sales in a short span of seven
years after which he sold the business to the Godrej Group in 1994 for Rs. 1 Billion.
 Mahendran then became the Managing Director of Godrej Hicare Limited. Within a year
he sold a 51% stake in Godrej Hicare Limited to the Sara Lee Corporation, USA, valuing
the company at Rs. 3.8 Billion. In 2010, he acquired Sara Lee’s 51% for the Godrej
Group and integrated the business with Godrej Consumer Products Limited. As
Managing Director, Mahendran steered the merger and acquisition cell at Godrej
Consumer Products Limited. Over a period of 3 years from 2010 to 2013, he also
spearheaded Godrej Group’s inorganic growth around the globe through merger &
acquisition. Some of the acquisitions concluded were Tura brands (Nigeria), Megasari
(Indonesia), Issue Group (Argentina) and Darling Group (South Africa).
In 1996, Mahendran promoted a beverage company, GoodLife Industries Limited, focusing on
South India and producing beverages under the brand name CheriO. This brand was
subsequently bought by Global Consumer Products Private Limited. He also set up and
promoted Harvey Heart Hospital, a super specialty cardiac care hospital in Chennai, India and
continues to be its promoter and director. The Hospital provides clinical care for patients with
heart disorders.

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In 2009, Mahendran promoted an online intimate apparel company called Daiki Brands Private
Limited. The company has three brands: Peri-Peri (a premium avant – garde brand of lingerie),
Biara (a mass market brand of lingerie) and Daiki (a premium brand of innerwear for men). In
2012, Mahendran sold 49% of the business to Brand Capital (A Bennett, Coleman & Company
firm) at a valuation of Rs. 3 Billion. His son, Akshay Mahendran, currently manages the
business and Mahendran is the Chairman of the Board.
In 2014, Mahendran created a synthetic start up, ‘’Global Consumer Products Private Limited’’
in the FMCG space. This joint venture along with private equity players Goldman Sachs (US)
and Mitsui & Co. (Japan) was started on 1 February 2014. Mahendran is the promoter,
shareholder, Chairman and Managing Director. The company has set up two offices (Bangalore
and Mumbai) and developed and launched the chocolate brand, LuvIt, in the southern states of
India.
In January 2014, Mahendran partnered with IVF (India Value Fund) to acquire a 100% stake in
ISS Hicareest management firm, for Rs. 1.5 Billion.
Mahendran and Bala V. Balachandran founded Great Lakes Institute of Management. Currently
it is in Chennai and Delhi and is one of top 10 business schools of India.He continues to serve as
a director on the board.

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The ads in question are for LuvIt, the newest kid on the block in the Rs 8,000-crore Indian
chocolate market. Promoted by consumer goods veteran A Mahendran, who was formerly MD
of Godrej Consumer Products, this brand appears to be pushing the peddle on innovation.

The chocolates, produced and distributed by Mahendran’s latest venture Global Consumer
Products, are available in key formats such as molded chocolates, enrobed wafers, panned
chocolates and caramel-nougat bars. The price points vary from Rs 5 to Rs 45 per unit, targeted
at individuals between 20 and 35 years.

Interestingly, Mahendran first launched the brand two years ago in the south, before taking it
national now. There is a reason for the delayed launch into the national market, say experts.
Mahendran knows the formidable competition he is up against —Mondelez’s Cadbury, Nestle,
Ferrero, Hershey and Mars — all international brands that have been tried and tested globally as
well as in India.

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Brands such as Cadbury and Nestle, in fact, have been around for decades in the domestic
market, so both understand the Indian consumer well, experts say. It is natural therefore for
Mahendran, who has worked on the chocolate category while at Godrej, to tread cautiously, they
say.

In a conversation with Business Standard, Mahend-ran, who has backers such as Goldman Sachs
and Mitsui for his venture, says innovation was the only way he could have made a ripple in a
market dominated by multinationals. “The irony is that while per capita chocolate consumption
is still small in India, whatever market growth has happened in the country has been largely due
to the multinationals. That isn’t to say that there have been no Indian brands at all,” he says.

Indian versus foreign Mahendran knows the power that a local brand can wield. Eleven years
ago, Mahendran, while at Godrej, helped in the acquisition of Chittur-based confectioner Nutrine
for approximately Rs 250 crore. The buy gave the Godrej Group access to brands such as Maha
Lacto, Koka Naka and Milk Eclairs, which together had helped Nutrine emerge as a strong
player in the domestic confectionary market. Other players in the fray then included Parry’s
(earlier part of the Murugappa Group, now part of South Korea’s Lotte Confectionary) and
Perfetti Van Melle.

While US-based chocolate maker Hershey eventually acquired Nutrine in 2012, Mahendran
believes that Indian brands if positioned well can make a splash in a space dominated by multi-
nationals. “We were clear who we were targeting and what would appease them,” he says.
Consumer feedback to surveys that the company conducted suggested that consumers were
looking for chocolates that were indulgent and could melt in their mouths. “Our research and
development team went back to the drawing board with these insights and looked at what
ingredients could be combined to make an exciting chocolate flavour,” Mahendran says. While
four variants are out in the marketplace including one which has rice crispies, there will be more
in the offing, Mahendran says. The accent, he says, will be on having interesting favour profiles
and ingredients in the chocolates.

Incidentally, LuvIt’s national plunge, says experts, also comes at a time when there is no new
chocolate brand launch round the corner in the category. While the existing players such as
Cadbury and Nestle continue to come up with new products, experts say LuvIt will be the first
new player in a while in the category. Regional experience, they say, will help LuvIt as it takes
on the big boys.

“The southern states account for almost 30 per cent of the national chocolate market, so starting
from here was critical,”Mahendran says without divulging market share data of LuvIt.

Industry sources say that while LuvIt has made the right moves in the south — it has south star
Siddharth as its brand ambassador — it is still to make a significant dent in the market there. The
brand is available across supermarkets, general stores, bakeries and chemists in the south, a
strategy the company proposes to replicate in other parts of the country too.

Additionally, LuvIt will be extended to confectionary in a bid to expand its portfolio. The first
few steps have been taken with the launch of LuvIt lollipops and eclairs recently.

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Close to two years after signing off as managing director of Godrej Consumer Products (GCPL),
Arumugham Mahendran, 59, is back to his first love – building new businesses on his own.
Mahendran-led Global Consumer Products (GCP) on Tuesday formally entered the FMCG space
with the launch of a new chocolate brand ‘LuvIt’.

The brand will be pitted against some formidable names in the Rs 7,000 chocolate market in
India, which is dominated by Mondelez’s Cadbury, Nestle’s KitKat and others. Mondelez has
around 70 per cent share, while Nestle and the Ferrero Group have a share of 18 per cent and 8
per cent respectively.

Launched across nine variants, LuvIt is available at price points ranging from Rs 5 to Rs 45. The
Rs 7,000 crore Indian chocolate market has been growing at a CAGR of over 20 per cent and
with new players coming in, this number is expected to grow. The southern states account for
almost 30 per cent of the national chocolate market and over 80 per cent of the southern market
is concentrated in urban centers. Actor Siddharth who is the “chocolate-boy” of South India has
been signed on as the brand ambassador.

Chocolates will, however, be just the beginning for GCP, which is backed by Goldman Sachs
and Mitsui Global. There are plans to get into beverages, personal care and many other
household products. The Bengalaru-based company has acquired ‘Cherio’ through which it is
planning to make its footprint in beverages. Incidentally, Mahendran has brought the Cherio
brand from GoodLife Industries, a company that was promoted by him way back in 1996.

“We are entering the FMCG space and will expand it further across other categories”, said
Mahendran who built the brand GoodKnight, which was later acquired by Godrej.

Mahendran, who is the chairman and managing director of GCP, says LuvIt will be an umbrella
brand under which there will also be a sub-brand. The company aims to capture white spaces in
the confectionery and value added beverages categories, where innovation and brand creation
has been lacking.

He added, brand names will vary across segments. “Brand cannot be universal, but a company
can be,” said Mahendran, adding that Cherio will be an umbrella brand for beverages and will be
launched in a few months. In a phased manner, the company is planning to launch packaged
drinking water, health- based drinks and dairy-based flavoured milks. Mahendran did not rule
out entering into ready-to-eat or cook products, including noodles, and is in the process of
developing snacks.

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By leveraging a combination of disruptive product innovation, large scale brand building,
focused distribution infrastructure and a highly experience top team, Mahendran believes its
right to ‘win is high’.

Harish Bijoor, CEO of Harish Bijoor Consults Inc, a private-label consulting firm that
specialises in brand and business strategy, said that while the company has got an excellent and
credible team, the challenge is distribution which is going to be a weakness. The question is how
the company is going to establish its distribution muscle.

Mahendran doesn’t seem to too worried on this front as he has roped in quite a few big names,
including Anuradha Narasimhan, who has joined as executive vice president - sales and
marketing, from Britannia Industries where she was VP - Marketing . Kamal Agarwal has joined
as EVP – Finance, HR and IT. His prior assignment was CFO, Indian Subcontinent, Ferrero
Group.

Mahendran said GCP would leverage all three channels – traditional retailers including mom &
pop shops, modern retail and e-commerce. Besides, the company will be on a par over the years
with the market leaders when it comes to points of sale. For chocolates, the market leader has
around 200,000 to 100,000 point of sales; for detergent, in south alone the required points of sale
is around 600,000-700,000 and for fruit drinks and beverages, the number is around 400,000.
Initially the company will have 75,000 retailers and will double the number in six months.

LuvIt Chocolates will be distributed and retailed across southern states through a network of 80
distributors. The products will be available across supermarkets, large and small grocers, general
stores, bakeries and chemists.

GCP received Rs 315 crore in funding from Goldman Sachs and Mitsui last year and is targeting
a revenue of around Rs 1,250 crore over the next five years. The three shareholders – Mahendran
Holdings, Goldman Sachs and Mitsui Global – hold equal stakes in the company. Initially, the
company will focus on southern markets and in two years aims to be a pan-India player, besides
presence in West Asia, ASEAN and South Asian markets.

Mahendran doesn’t rule out acquisitions for faster growth. “We could look at inorganic
opportunities across the categories, especially in the food and beverages,” he said, adding that in
the immediate future the company may not raise money since it is well capitalised.

29 | P a g e
 SWOT ANALYSIS

After doing 50 days field work and survey I can take it out the SWOT analysis for LUVIT
Brand.

 Strength
 Though it has strong brand equity, brand image, it can survive in the most
competitive situation.
 It has built market & market share and holds
 customer retention and satisfaction after sales is good.

 Weakness

 No cost cutting program for the products.

 There is no any advertising seen by the customers
 Promotional activities in the market are very poor
 Lacking of communication with retailers.
 Need to check the quality of the products like lolipop
 Timing of distribution is not very good.
 Need of lots of marketing .
Opportunities

 Although in the fmcg market there are many competitors, Luvit still has the
opportunity to enlarge its market Most of the end user is young people. There are
still some people who do not like the price of the cadbury. So we can try to
provide some other taste of chocolate. We can change the flavor in order to meet
different taste of different people.
 Need of new innovative idea for advertisement

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Threats

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 CHAPTER-5

CONCEPTUAL

BACKGROUND

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 CONCEPTUAL BACKGROUND

Satisfaction-

“satisfaction measures how well a company's products or services meet or exceed individual
expectations. These expectations often reflect many aspects of the company's business activities
including the actual product, service, company, and how the company operates in the global
environment. Satisfaction measures are an overall psychological evaluation that is based on the
individual lifetime of product and service experience.”

Satisfaction Measurement: Overall Measures of Satisfaction-Satisfaction measures involve three

psychological elements for evaluation of the product or service experience: cognitive
(thinking/evaluation), affective (emotional-feeling/like-dislike) and behavioral (current/future,
actions).
Customer satisfaction usually leads to customer loyalty and product repurchase. But measuring
satisfaction is not the same as measuring loyalty. Satisfaction measurement questions typically
include items like:

1. An overall satisfaction measure (emotional):

Satisfaction is a result of a product related experience and this question reflects the
overall opinion of a consumer's experience with the product's performance. Note that it is
meaningful to measure attitudes towards a product that a consumer has never used, but
not satisfaction for a product or brand that has never been used.
2. A loyalty measure (affective, behavioral):
3. A series of attribute satisfaction measures (affective and cognitive):
Satisfaction and attitude are closely related concepts. The psychological concepts of
attitude and satisfaction may both be defined as the evaluation of an object and the
individual's relationship to it. The distinction is that satisfaction is a "post experience"
evaluation of the satisfaction produced by the product's quality or value.

33 | P a g e
 4. Intentions to repurchase (behavioral measures):
Satisfaction can influence post-purchase/post-experience actions other than usage (such
as word of mouth communications and repeat purchase behavior). Additional post-
experience actions might include product or information search activity, changes in
shopping behavior and trial of associated products.

As shown in Figure, customer satisfaction is influenced by perceived quality of product and

service attributes, features and benefits, and is moderated by customer expectations regarding the
product or service. Each of these constructs that influence customer satisfaction need to be
defined by the researcher.

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How to satisfy a Retailer-

Providing better goods and services to retailers.

Proper distribution of products.

By providing good margin on purchasing of the products.

To provide new schemes, discounts, gifts and offer to retailers.

Creating brand loyalty through timely delivery of goods and in right amount.

To solving the problems of the retailers regarding credit facilities, sales person, information and
profit margin.

Product –

Product is the need-satisfying offering of a firm. “Anything that can be offered to a market for
attention, acquisition, use, or consumption that might satisfy a want or need, include physical
objects, persons, organizations, and ideas is called product.”
A product represents the promise a company makes to satisfy one or more physiological need of
the market at a given moment.
Way of defining a product-
Product- variety, quality, design, features, brand name, packaging, sizes, services, warranties and
returns.
Classification of the product-
1. Durability and tangibility-
Durable goods
Non durable goods
2. Industrial goods-
Material and parts
Capital items
Dimensions of product mix-
Width- different product lines.
Length- total no. of items in mix.
Depth- variants offered of each product in the line.
Consistency- closely related the various product lines are in end use.

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Service-
Service is any act or performance that one party can offer to another that is essentially intangible
and does not result in any ownership of anything. Its production may or may not be tied to
physical products.

Services are known as three extended p’s of marketing mix-

People- Selection, training, and motivation of employees.
Process- Service companies can choose different processes to deliver their service.
Physical evidence- Actual experience of service.
Characteristics of services-
1. Intangibility- services are intangible in nature which cannot be seen. Tasted, felt, heard,
or smelled before purchase.
2. Inseparability- services are produced and consumed simultaneously, these are not
separated from the manufacturer.
3. Variability- it is also called as heterogeneity. Services highly variable in nature.
4. Perishability- services cannot be stored for sale in future because these are perishable in
nature.
Some types of services-
Banking and Stock broking.
Health care.
Insurance.
News and Entertainment.
Transportation.
Postal service.
Education.
Professional( law, architecture, consulting)
Wholesaling and Retailing.

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 CHAPTER-6

RESEARCH

METHODOLOGY

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 RESEARCH METHODOLOGY

Research is an art of scientific investigation. It is defined as “A careful investigation or enquiry

especially through search for new facts in any branch of knowledge.”
Research methodology is considered as the nerve of the field work or any project. Without proper
well organized research plan, it is impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of survey was to collect appropriate
data, which work as a box for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research problem. Research
methodology not only talks of the methods but also logic behind the methods used in the context of
a research study and it explains why a particular method has been used in the preference of the
other methods.
Definition
“Marketing research is a systematic gathering, recording and analysis of marketing problem to
facilitate decision making”. Coundiff & Still
“Marketing research is a systematic problem analysis, model building and fact finding for the
purpose of important decision making and control in the marketing of goods and services.”
Phillip Kotler

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research problem
involved in the task.
(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and Interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
Descriptive research

38 | P a g e
It is well structured. It can be complex a high degree of scientific skill on the demanding a high
degree of scientific skill on the part of the researcher. It can be taken in certain circumstances.
When the researcher is interested in knowing the characteristic of certain groups such as age, sex,
education level, occupation or income a descriptive study may be necessary.
RESEARCH DESIGN
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool for study buyer’s
behavior, consumption pattern, selling pattern, brand loyalty, and focus market changes.
SAMPLING METHOD
Sample design is a definite plan of obtaining some items from the whole population. The sample
design used in this project is two state sampling i.e. cluster sampling and convenience sampling.
The total sample size was 100 retailers.
Convenience sampling
This type of sampling is chosen purely on the basis of convenience and according to convenience.
Researcher visited retailers, malls stores.

SAMPLING DESIGN
Survey for Retailer’s
Sampling techniques - Non probability sampling (Convenience)
Sample unit - Retailer’s those are selling luvit products.
Sample size - 100 retailers.
Method - Interview through structured Questionnaire.
Data analysis method - Pie chart, Bar, Percentage.
Area of survey - Pimpri Chinchwad city

Data-sources-
Retailers, Ice stalls, Hotels, Restaurants Sweet shop, Pan Shop, General Stores, Telephone
Booths etc.Depot internal Company’s Records etc.

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DATA COLLECTION METHOD
There are two types of data Viz., Primary Data and Secondary Data. The primary data are those
which are collected a fresh and for the first time and thus happen to be original in character. The
secondary data, on the other hand, are those which have already been passed through statistical
process while doing our research I had taken the help of both primary data as well as secondary
data for analyzing the results.

METHOD FOR COLLECTING PRIMARY DATA

During survey the primary data collected from structured Questionnaire. In this survey method a
questionnaire is personally given to the respondent from the selected sample with a request to
answer the questions and return the questionnaire. A questionnaire consists of number of
questions relevant to the research problem, printed or typed in a definite order on the form or
sets of forms. The questionnaire is personally provided to respondents under the guidance of the
researcher, who are then expected to read, understand and write down the reply in the space
meant for answering various questions in the questionnaire itself.

SOURCES FOR COLLECTING SECONDARY DATA

Secondary data collected from various magazines, internet and various books. For the collection of
secondary data various articles and researches from news journals, company internal records, and
personal researches relevant to the research problem have been included.
All the findings and conclusion obtained on the survey done in the working area. With the limit,
I tried my best to select the sample representative of the whole group. During my job training I
maintained different routes during my distributor survey. I have collected data from the Depot of
PIMPRI CHINCHWAD under the organization itself.

QUESTIONNAIRE
This is the most popular tool for the data collection. Researcher designed questionnaire according
to the topic and objective of the research project, researcher used three type questionnaire methods
into data collection, i.e.

40 | P a g e
  Multiple choice questions
 Open end questions
 Dichotomous

Multiple Questions
Multiple questions researcher used because many option in this kind of questions and easy for
getting response from respondent. Researcher used 16 multiple questions.
Questions of this type offer the respondents an alternative to choose the right answer among others.
It is faster, time saving and less biased. It’s also simplifies the tabulating process.
Open end Questions
Open end question basically put know about respondent answer in there form, but most of the
respondent just blank it, and go with another question. One open end question used in this project.
In this type respondent are free to answer in their own words and express the ideas they think are
relevant
Dichotomous
Dichotomous question very simple and any one can able to answer that particular question teenage,
young and old. Two dichotomous questions used in this project.
These are the questions which are Boolean in nature. These answers are straightforward and
respondent have to answer them in a straight way. That means the answer can only be either ‘Yes’
or ‘No’.

41 | P a g e
 CHAPTER-7

DATA
ANALYSIS
AND
INTERPRETATION

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 AREA OF THE RETAL SHOP
Area of the retailer No of the retailers %
Pimpri 24 24%
Chinchwad 22 22%
Akurdi 14 14%
Nigdi 12 12%
Moshi 12 12%
Bhosari 7 7%
Other 9 9%

AREA OF THE SHOP

30

25 24
22

20

15 14 No of the retailers
12 12
%
10 9
7

24% 22% 14% 12% 12% 7% 9%

0
pimpri chinchwad Akurdi Nigdi Moshi Bhosari other

Interpretation :-
 Out of 100 retail shops 24% retailer are of Pimpri area and 7% are of Bhosari .

43 | P a g e
  There are 22% retail shops of Chinchwad area and 14% are of Akurdi Area .
 Out of 100 retail shops 12% are of Nigdi , 12% are of Moshi , and remaining are from
other areas.

DAYS OF SELLING OF LOVIT PRODUCTS

Days of stock of products No of retailers %

Less than 6 months 55 55%
6 months to 12 months 38 38%
12 months to 18 months 5 5%
More than 18 months 2 2%

DAYS OF STOCK OF PRODUCTS

60 55

50

40 38

30 No of retailers
%
20

10 5
55% 38% 2
5% 2%
0
Less than 6 6 months to 12 12 months to 18 More than 18
months months months months

Interpretation:-
Out of 100 retailers –
 55% retailers stock the luvit products from last 6 months .
 From last 6 to 12 months there are 38 % retailers who stock the luvit products.
 There are 5% retailers who stock the products of luvit from 12 to 18 months and only 2%
retailers stock the luvit products since more than 18 months .
.

44 | P a g e
Interference :- From above information we can say that most of the retailer join with luvit from
last 12 month

BRAND OF LUVIT STOCK BY RETAILER

Luvit brand No of retailers %

Chocsmaker lolipop 40 40%
Crazysmaker lolipop 43 43%
Chocowich brown 63 63%
Chocowich white 57 57%
Chocorich classic 37 37%
Chocorich coffee 21 21%
Caramelicious 10 10%

BRAND OF LUVIT STOCK BY THE RETAILERS

70
60
50
40
30
No of retailers (out of 100)
20
%
10
0

4
Interpretation:-
 100% of retailers stock Luvit.
 40% of retailers stock chocssmaker lollipop
 43% of retailer stock crazysmakers lollipop
 63% of retailer stock chocowich brown

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  57% of retailer stock chocowich white
 37 % of retailer stock chocorich classic
 21% of retailer stock chocorich coffee
 10% of retailer stock caramelicious

Inference:-
From the above bar graph the researcher found that sale of Luvit products is quite popular.

ORDERED GOODS RECEIVED ON RIGHT TIME AND IN RIGHT QUANTITY

TIME PERIOD ALWAYS SOMETIMES NEVER TOTAL

NO. OF 77 11 12 100
RETAILERS
% 77% 11% 12% 100%

RECEIVED GOODS ON TIME AND IN RIGHT QUANTITY

77%
80%
70%
60%
% OF RETAILERS

50%
TIME PERIOD
40%
30%

20% 11% 12%

10%

0%
ALWAYS SOMETIMES NEVER

46 | P a g e
Interpretation :-
Out of 100 retailers-
 77% retailers received the ordered goods on time.
 11% retailers sometimes received on time and 12% retailers never received on
time.
Inference:-
So the researcher observed that Luvit provided goods on right time and in right quantity as it is
mention in the above chart.

FREQUENCY OF LUVIT SALESMAN’S VISITS AT STORE

FREQUENCY ALTERNATIVE WEEKLY FORTNIGHTLY NEVER TOTAL

OF VISITING DAYS
NO. OF 24 64 9 3 100
RETAILERS
% 24% 64% 9% 3% 100%

70
FREQUENCY OF THE VISITING
60
50
40
30 %
20 NO. OF RETAILERS
10
0
ALTERNATIVE DAYS WEEKLY FORTNIGHTLY NEVER

Interpretation:-
Out of 100 retailers-
 24% retailers responded that Luvit sales man visits on alternative days.
 Weekly visits for 64% retailers and for nightly visits for 9% retailers.
 3% retailers responded that sales man never visits at store.
Inference:-

47 | P a g e
From this question it was observed that the Luvit sales man visited the store more on weakly
basis which is followed by alternative days visits.

SATISFACTION LEVEL WITH LUVIT SALES PERSON

SATISFACTION HIGHLY SATISFIED NEUTRAL DIS HIGHLY DIS TOTAL

LEVEL SATISFIED SATISFIED SATISFIED
NO. OF 18 43 13 22 4 100
RETAILERS
% 18% 43% 13% 22% 4% 100%

SATISFACTION LEVEL WITH SALES PERSON

43%
45%
40%
% OF RETAILERS

35%
30%
22%
25%
18%
20% SATISFACTION
13%
15% LEVEL
10% 4%
5%
0%
HIGHLY SATISFIED
SATISFIED NEUTRAL DIS SATISFIED
HIGHLY DIS SATISFIED

Interpretation:-
Out of 100 retailers-
 18% retailers were highly satisfied with sales person.
 43% retailers were satisfied with sales person.
 22% retailers were dissatisfied and 4% retailers were highly dissatisfied with
sales person.

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Inference:-
The researcher found that more no. of retailers was satisfied with the sales person which is
followed by the dissatisfied retailers.

SATISFIED WITH THE INFORMATION PROVIDED BY THE LUVIT SALES

PERSON REGARDING NEW SCHEMES AND DISCOUNTS

SATISFACTION HIGHLY SATISFIED NEUTRAL DIS HIGHLY DIS TOTAL

LEVEL SATISFIED SATISFIED SATISFIED
NO. FO 39 27 8 23 3 100
RETAILERS
% 39% 27% 8% 23% 3% 100%

SATISFACTION WITH INFORMATION ON NEW SCHEMES AND

DISCOUNTS

45%
39%
40%

35%
% OF RETAILERS

27%
30%
23%
25%

20%
SATISFACTION
15% LEVEL
8%
10%
3%
5%

0%
HIGHLY SATISFIED NEUTRAL DIS SATISFIED HIGHLY DIS
SATISFIED SATISFIED

49 | P a g e
Interpretation:-
Out of 100 retailers-
 39% retailers were highly satisfied with the information provided by the sales man
regarding to new schemes and discounts.
 27% were satisfied and 23% were dissatisfied with the sales man.
 3% were highly dissatisfied.
 Where 8% retailer are neutral.

Inference:-
From this question the researcher found that the retailers were highly satisfied with the
information provided regarding to new schemes and discounts by Luvit sales man.

RATING OF LUVIT PRODUTS AND SERVICES ON CERTAIN PARAMETERS

PARAMETERS/ HIGHLY SATISFIED NEUTRAL DIS HIGHLY DIS TOTAL

RATINGS SATISFIED SATISFIED SATISFIED

QUALITY OF 32 26 8 32 2 100
THE PRODUCT
AVAILABILITY 18 41 24 12 5 100
OF THE
PRODUCT
SALE AND 3 22 34 24 17 100
DEMAND OF
THE PRODUCTS
PROFIT 37 11 21 19 12 100

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 120

100
11 PROFIT
80 22 19
21
37 SALE AND DEMAND OF THE
60 PRODUCTS
24
3 34 AVAILABILITY OF THE PRODUCT
41
40 18 12
12 QUALITY OF THE PRODUCT
20 24
32 26 32 17
8 5
2
0
SATISFIED
HIGHLY SATISFIED NEUTRAL DIS HIGHLY DIS
SATISFIED SATISFIED
.

Interpretation:-
 37% retailers were highly satisfied with profit.
 41% retailers satisfied with availability of products.
 32% retailers were dissatisfied with quality of the products.
 17% retailers were highly dissatisfied with sale and demand of the products .
These are the highest parameters rating of Luvit products and services.
Inference:-
From the above graph the researcher found that more no. of retailers was highly satisfied with
the profit by Luvit. The retailers were satisfied in Availability of products of Luvit products and
services.

SATISFIED WITH THE DISTRIBUTION NETWORK OF LUVIT

SATISFACTION HIGHLY SATISFIED NEUTRAL DIS HIGHLY TOTAL

LEVEL SATISFIED SATISFIED DIS
SATIFIED
NO.OF 15 44 13 19 9 100

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 RATAILERS
% 15% 44% 13% 19% 9% 100%

DISTRIBUTION NETWORK OF LUVIT %

9% 15%

19%
HIGHLY SATISFIED
SATISFIED
NEUTRAL
13%
44% DIS SATISFIED
HIGHLY DIS SATIFIED

Interpretation:-
Out of 100 retailers-
 44% retailers were satisfied with the distribution network of Luvit.
 19% retailers were dissatisfied and 15% retailers were highly satisfied with
distribution network of Luvit.
 9% retailers were highly dissatisfied with the distribution network of Luvit.
 13% retailers responded that they can’t say.
Inference:-
From this question it was observed that more no. of retailers was satisfied with the distribution
network of Luvit which is followed by dissatisfied retailers.

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SALES MAN IS ABLE TO SOLVE YOUR PROBLEMS AND COMPLAINTS

RESULTS ALWAYS SOMETIMES NEVER TOTAL

NO. OF 38 47 15 100
RETAILERS
% 38% 47% 15% 100%

SOLVATION OF PROBLEMS AND COMPLAINTS

47
50
45 38
40
35
30 NO. OF %
RETAILERS
25
20 15
15
10
5 38% 47% 15%
0
ALWAYS SOMETIMES NEVER
.

Interpretation:-
Out of 100 retailers-
 38% retailers salesman was always able to solve problems and complaints.
 Problems and complaints of 47 % retailers were solved sometimes
 15% retailers never get solution of their problems.
Inference:-
From this above chart the researcher observed that most of retailers always got solution of their
problems and complaints from sales man.

53 | P a g e
54 | P a g e
 CHAPTER-8

FINDINGS

FINDINGS

1. It was found that majority (96%) of retailers stock and sale soft drinks followed by 4% of
retailers who did not stock and sale the soft drinks.
2. From the research, the researcher found that all of retailers(100%) had availability of
Luvit soft drinks where as 81% of retailers had Coke soft drinks and from 100 retailers
30% had Parle and 7% for Rc cola soft drinks etc.
3. The researcher found that majority of retailers (71%) sold all products of Luvit soft
drinks where as rest of retailers sold combination of Luvit soft drinks products.
4. It was found that 46% of retailers mainly stored and sold 100 ml pack and 24% of
retailers for 2 ltrs. Pack where as rest of retailers stored and sold 200 ml and 500 ml pack.

55 | P a g e
5. It was observed that 65% of retailers had flex sign board where as very few of retailers
(2%) had no sign board which is lowest in interpretation.
6. The researcher found that Luvit provided its visi coolers to 70% retailers where as other
retailers had their own or other company visi coolers.
7. It was found that 59% of retailers were satisfied with services of Luvit sales man where
as 16% retailers were highly satisfied with services rendered by Luvit sales man and 5%
of retailers were highly dissatisfied with the services of Luvit sales man.
8. From research it was found that majority of the retailers (77%) always received the
ordered goods on time and in right quantity where as 12% of retailers never received on
time.
9. It was found that 56% retailers had daily visits of sales man at store and 24% retailers
had alternative day visits where as fortnightly visits for 9% retailers and 3% of retailers
never had visits of Luvit sales man.
10. The researcher found that out of 100 retailers survey 43% of retailers were satisfied with
sales person and 22% were dissatisfied where as 4% were highly dissatisfied with the
sales person.
11. The researcher observed that 39% of retailers were highly satisfied with the information
related to new schemes and discounts where as 23% of retailers were dissatisfied with
information regarding of new schemes and discounts.
12. Refilling scheme was more preferred i.e. 42% of retailers likes that where as 30% of
retailers preferred free bottle scheme which is high as compare to scratch card scheme
i.e. 22% of retailers likes this scheme.
13. The researcher found that more no. of retailers (48%) dissatisfied with the credit facilities
where as 6% of retailers were highly dissatisfied.
25% of retailers were satisfied with the credit facilities provided by Luvit.
14. It was found that 45% of retailers were satisfied with the display and seasonal schemes
and 21% of retailers were dissatisfied where as 17% of retailers were highly satisfied
with the display and seasonal schemes.
15. The researcher found that 137 retailers were satisfied with stock delivery, 123 retailers
satisfied with availability of packs, 105 retailers were highly satisfied with schemes and
offers, 111 retailers were satisfied with emergency order.

56 | P a g e
16. It was found that 44% of retailers satisfied with the distribution network of Luvit which
is followed by 23% of retailers dissatisfied with the distribution network of Luvit.
17. The researcher observed that 49% of retailers were fully satisfied with the meetings
organized by the company which is followed by 42% partially satisfied retailers and 9%
retailers were not at all satisfied with the meetings organized by the company.
18. Majority of retailers (58%) responded that sales man is able to solve the problems and
complaints where as problems of 30% retailers solved sometimes and 12% retailers never
get solution of their problems and complaints.

CHAPTER-9

SUGGESTIONS
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 SUGGESTIONS

 A healthy relationship should be developed by the company executive with the retailers.

 Delivery of goods should be increased in number for proper catering in the entire area of
Pimpri Chinchwad effectively and efficiently.

 The company should supply its glow sign board, banners etc.as an advertisement media
to the retailers, which will as usual for satisfaction of retailers.

 The commitment of schemes should be carried out on or before the scheduled time.

 Credit facilities should be provided to retailers to satisfy their needs regarding

payment.

 The Company should be regular to its products so as for proper availability at each and
every retail outlets. Otherwise it may lose its consumer and prospects. Thus distorting the
image of the company.

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 Distributor and retail outlets feedback should be taken time to time so as to trace the
actual existing problem related to there and the market.

 The meetings should be organized time to time by the company for the retailers.

 The visits of the sales man should be increases at retail outlets for knowing the
response about availability of chocolates.

CHAPTER-10

LIMITATIONS
OF
THE STUDY
Limitation of Study

 The finding of the study may not be applicable to other places except PIMPRI
CHINCHWAD .

59 | P a g e
 The respondents were too busy to give exact answer to all questions.

 There is chance of under estimation of sales and income as it is the nature of human
beings.

 There are chances of sampling error.

 Chances of biased data collections to respondents

CHAPTER-11

CONCLUSION

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 CONCLUSION

1. From the first objective it is concluded that 59% of retailers were satisfied with the
services of Luvit sales man. It was also found that 77% of retailers received the ordered
goods on time and in right quantity and also 58% of retailers responded that sales man is
able to solve the problems.

2. From the second objective it concludes that 56% of retailers had daily visits of sales man
at store where as 43% of retailers were satisfied with the sales person of Luvit.

3. The analysis of satisfaction level of retailers towards new schemes and discounts i.e.
39% of retailers were highly satisfied with the same. The researcher also found that 48%
of retailers dissatisfied with the credit facilities. The retailers were also satisfied with the
display seasonal schemes of Luvit.

4. It is concluded that the retailers were satisfied with the stock delivery and emergency
order to some extent. It was also found that 44% of retailers were satisfied with the
distribution network of Luvit where as 49% of retailers were fully satisfied with meetings
organized by the company

BIBLIOGRAPHY

Text Books:-

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  Ramaswamy V S, Namakumari S, “Marketing Management”, published by
MACMILLAN Business Books. 3rd edition.
 Kotler Philip, “marketing management” Published by Persons education, 12Th edition.
 Kotler Philip, killer, koshy, Jha, “Marketing management” Published by Persons
education, 13Th edition.
 Kothari C.R., “Research methodology”, Published by New age international Pvt. Ltd. 2 nd
Edition.

Websites:
 www.Luvit.in
 www.thehindubusinessline.in
 www.globalcp.in
 https://www.yumwarehouse.com/luvit-chocolates
 www.google.com

ANNEXURE

QUESTIONNAIRE
(FOR RETAILERS)
Title:- “A study on retailers satisfaction for LUVIT products in PCMC.

Demographic Information
1) Name of the retailer :-
2) Area of the retail shop :-
a) Pimpri b) Chinchwad c) Akurdi
d)Nigdi e) Moshi f) Bhosari

3) Mobile No:-
4) Email id :-

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 Functional Questionaire

Q1) Since how many many days you are selling the LUVIT products?
a) From last 6 months
b) 6 months to 12 months
c) 12 months to 18 months
d) More than 18 months

Q2)

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