A PROJECT REPORT ON

“CUSTUMER INSIGHT AND SALES DISTRIBUTION”

SPONSORED BY
DUKES INDIA LIMITED
(PUNE)

SUBMITTED TO
Dr. D. Y. Patil B-School
Tathawade, Pune

IN PARTIAL FULFILLMENT OF DEGREE IN

POST GRADUATIE DIPLOMA IN MANAGEMENT

SUBMITTED BY:

Anish Sharma

BATCH 2018-20
 Table of Content
 Introduction
 Company Profile
 Industry Profile
 Objective of Study
 Research Methodology
 Data Analysis
 Findings
 Suggestions
 Conclusion

DECLARATION
I hereby declare that the project work entitled, “Customer Insights and Sales
Distribution” in Dukes India Ltd., submitted by me to the Department of
Management (Dr. D. Y. Patil B-School) in partial fulfilment of the requirement for
the award of the degree of Post Graduate Diploma in Management.

It is my original work and it has not been submitted by me earlier to any institute
or university for academic purpose this degree or any other course.

Anish Sharma
PGDM (Marketing)

Roll no =18082

Department of Management (Dr. D. Y. Patil B-School)

ACKNOWLEDGEMENT
It was a great opportunity to do this project for “DUKES INDIA LTD” Sales in
BILASPUR. The basic objective is how product is marketed at BILASPUR. To
know the current market of DUKES and its competitors it’s was important to know
the current opinion of the end user about the quality of the product and uses
keeping the above objective in the mind every effort was made to reach to the
factual position at the ground level and was tried hard to figure out the constants.
The primary data collected thereby was of quality and has throw up some reveling
facts. Detailed analysis of the market depicted the trend prevailing in the market
about its market share and other segment of the marketing which are of increasing
value. In this era of brand consciousness it should also try to provide effective
discount rate and different program to attract more customer as well as retain in the
present customer other vital things are maintaining good customer relationship by
promotional schemes raising the credit limit that is being offered to most of the
company
Bearing in mind previous I am using this opportunity to express my deepest
gratitude and special thanks to the A.S.M of Bilaspur chhattisgarh of “DUKES
INDIA LTD”

Yours Sincerely,
Anish Sharma
EXECUTIVE SUMMARY

For any business or service industry to generate revenue, sales of the product and
services is must. For that to happen different organisation undertake different
strategies for the increase in sales. These strategies may include Sales Promotion,
Sampling of the product, Marketing strategies, Advertisement for awareness of the
product etc.
Sales can further be boosted through efficient distribution network. Efficient
distribution network considers which is the best channel for sales, which
distributor should be chosen, maintaining good relations with all intermediaries
etc. An efficient distribution network can have a considerable change in the
performance of the sales of the company.
In this project the main focus is on sales and sales distribution management of the
Dukes brand in Market of Pune city. The study of the project includes
“CUSTOMER INSIGHTS AND SALES DISTRIBUTION”.
I carried out this study of project by actually visiting minimum of 40 retailers a day
by selling Dukes products directly to the retailers. By doing so I understood the
challenges faced by Dukes in selling their products in the market of Pune city.
The whole purpose of this project was to understand the overall viewpoint of the
public on Dukes brand. Another purpose was to know the brand reputation of the
brand and to oversee the distribution network of the Dukes. I believe this project
will have a lot of data analysis which will help the organisation for their future
plans.
CONTENTS-
Chapter Description Page no.
1 Industry and Company Profile
1.1 About Dukes 9
1.2 Mission and Vision 9
1.3 Timeline 10
1.4 Highlights 10
1.5 Product Portfolio 12
1.6 Organisation Structure 13
1.7 Major Competitors 14
2 Objective and Scope
2.1 Objective of project 15
2.2 Scope of Project 15
3 Analysis of Dukes Brand
3.1 Customer Insights 16
3.2 Factors Affecting Customers Buying 17
Behaviour
3.3 Importance of Sales Management 19
Research Methodology 20
3.4 Porter’s Five Forces 20
3.5 Marketing Mix Strategies 22
3.6 STP 23
3.7 Work Profile 24
3.8 Analysis of Dukes 25
3.9 SWOT Analysis 30
4 Outcomes and recommendations
4.1 Major Findings 31
4.2 Suggestions 31
4.3 Conclusions 32
4.4 Bibliography 30
List of Figures
Sr .no Fig. no Description Page no.
1 1.1 Product Portfolio 11
2 1.2 Product Portfolio 12
3 1.3 Marketing Structure 13
4 1.4 Competitors 14
5 3.1 Porters five force model 20
6 3.2 Sale of products 28
7 3.3 SWOT Analysis 30
 CHAPTER 1

INTRODUCTION

1.1 ABOUT DUKES

Dukes is a subsidiary of Ravi foods Pvt Ltd (RFPL). Ltd has a dominant player in
the baked items and confectionary industry with products ranging from biscuits,
cookies, wafers to chocolates, candies and confectionery. It owns 15 state of the
art. Manufacturing facilities under 3 flagship brands - Dukes, TREFF and DYNAS.
The Branded and Commoditised market has helped the company to penetrate in the
Tier II cities and rural parts of the country leading ultimately to increase the
presence of company nationally. RFPL started its venture into global exports in
1998 and has since spread its wings globally. Dukes is a strong player in south.
Today, it is a trusted private label manufacturer to world-renowned brands and
also specializes in tailor-made products that sync with global market requirements.

1.2 MISSION-
Dukes India works for customer satisfaction and their main mission is to achieve
excellence in customer satisfaction. For dukes “Customer is King” they ensure that
their customer will get royal treatment. And dukes another main mission is
consistency of test and flavour. They believes in teamwork and growth of everyone
which will help to grow organisation and improve market presence.

VISION-
It is our endeavor to bring you rich,nutritious and quality products by enhancing
and upgrading the technology constantly.we firmly belive that doing our job
earnestly is the best services we can render our nation
1.3 TIMELINE
1995- Dukes Established
1997- PAN India Presence
1999- Dukes Started Manufacturing Wafers
2002- Production of Chocolates started
2004- Started producing Confectionaries
2013- Market Leader in Waffy

1.4 HIGHLIGHTS
2017- Won Best Exporter Award
2017-18- Dukes ranked amongst world’s 100 greatest brands in Asia
 1.5 PRODUCT PORTFOLIO
Fig. 1.1 Product portfolio
Fig 1.2 Product Portfolio
1.6 ORGANISATION STRUCTURE

There are two main departments whose work determines the success the Dukes
products-
1.Production Team
2.Marketing and sales Team

1.6.1STRUCTURE OF MARKETING DEPARTMENT

Fig 1.3 Marketing structure

1.7 COMPETITORS OF DUKES

Parle Britannia ITC

Cadbury Nabati

Fig: 1.4 Competitors of Dukes

1. PARLE
Parle products such as Bourbon, coconut, marie
2. BRITANIA
Good day, nutria choice , 50-50.
3. ITC
Nice, dream cream, Dark fantasy bourbon, marie light.
4. CADBURY
Gemes
5. NABATI
Nabati wafer
6. NESTLE
Kitkat , Munch,
 CHAPTER 2

2.1 OBJECTIVE OF STUDY

 To compare the brand loyalty and service with there competitors.

 Price margine comarision with competitors.

 Awarness of dukes product in bilaspur.

Ravi food PVT LTD is an FMCG (fast moving consumer goods ). its means
products which are normally consume at a regular time interval.
Dukes India having offering reasonable price to retaliers in comparison with
britannia, parley, ITC but in market I've seen few product of another brands
which are offering lower price to the retalier because of that sale of Dukes biscuits
being affcted .

Retaliers are purchasing products on the basis of demand of end consumer or

products is saleable or not and this is also an issue with the produts because the
products are not as much as saleable compared with other populer brands because
of the communication mix and the offers that are being offered by them. Other
brands have their own communication mix to communicate with their end
consumer or motivate their need towards their products but dukes India only
having their sales team by which they are communicating about their products only
to retaliers dukes India don't have any communication connection with end
consumer which resultant in low sales of low market share as compared with other
brands.

In market there are varioues types of offers and schemes are given by the brands to
retailers and end consumer to motivate their purchasing power and to increase sale
of product,rencently I've seen and scheme launched by blue heaven in bilaspur
market by which sale of blue heaven incresed but dukes India not even providing
any type of facilty and offers to their retaliers or distributor because of that they are
not as much as motivate to purchase dukes India product.
 1. Customers insights

2. Sales and Sales Distribution

3. Brand promotion

4. Analysis and Improve Distribution Network

5. Competitor analysis

2.2 SCOPE OF PROJECT

1. The project contains the challenges faced during sales and the brand image
of Dukes in Market
2.

2. Portfolio of Dukes products.

3. Work done in the internship period

Study of project is focused on bilaspur city.

 CHAPTER 3
3.1 CUSTOMERS INSIGHTS
A customer insight is an. interpretation used by companies to gain knowledge
about their customer’s thinks. By analyzing customer behavior allows companies
to understand what their customers want and need, and most importantly, why they
feel this way.
When research conducted properly, the company gets idea about how their
customer behaves and by analyzing customers behavior company can improve
their sales.
But collecting a proper customer data is challenging, so u need to collect and use
data properly
Good data quality
The collected data should be a good quality data or else your conclusion or results
might suffer.
A dedicated analytics team
The data analytical team should have a expert people. If company lacking right
analytical team, then it is hard to find or understand what the data is telling you
Consumer research
It is very important to companies to understand consumer behavior and consumer
insights it helps them to attach consumer emotionally. Whether you agree with
them or not its essential not to ignore the result of your consumer research
Importance of customers Insights
Customer insights helps company to get knowledge about their customers what the
think about product , customers behavior, customers buying pattern.
And this can be helpful to the company to improve their products , marketing
Company gets to know about customers needs.
Being aware of customers conversation is very helpful for your business, to
complete customers needs and improve your product.
3.2 FACTORS AFFECTING CUSTOMERS BUYING BEHAVIOUR

The main objective of marketing is to gain customers. Before executing any

marketing plan one needs to find customer behavioural attributes and what the
wants customers’ needs, customers lifestyle and their purchasing pattern first
marketing team need to understand these things then they have to make a proper
planning of marketing brand and products.
The study of customer behaviour is nothing but finding answers to the
questions such as what customers buy, from where they buy, when they buy
products and how frequently they buy.
So some factors are given bellow related to customers pattern

1. Soc
2. ial Factors:-
Social factor plays and important role in customers buying preferences such as
people sees what others buying, reference group. Most affecting social factor is
mouth publicity. So many of people don’t know about the dukes so there also they
lacking in mouth publicity. Dukes products are very good and testy also
If they reach to the people they will gain publicity very fast just dukes have to
focus on their marketing specially on Television. So dukes lack in social factor.

2. Cultural Factors:-
Every society, regional people, different standard people follows different culture .
this cultural factors helps marketing team to find out customers behaviour.

3. Personal Factors:-
Every individual person have his own likes and dislikes choices, personal believes,
occupation these personal factors also affects the buying behaviour
Age group also comes in personal factor such as children prefers the dukes waffey
as compared to the youth and aged people, another one is youth prefers bourbon
biscuit as compared to other people .
So these personal factors affects the customers buying behaviour
4 . Psychological Factors:-

A consumers product buying decision is also influenced by psychological factors

such as beliefs, motivation and attitude also. In some case of some peoples
thoughts that dukes is a new company and they don’t want to try new things. Some
peoples hesitate to try new things. And other factors also such as some of dukes
products as comes at similar price of their rivalry brands so people thoughts that if
I get a similar product in same price of well known company then why should I
buy dukes products
So these are factors which affects the customers buying pattern.
3.3 IMPORTANCE OF SALES MANAGEMENT
Sales management has gained importance to meet increasing competition and the
need for improved methods of distribution to reduce cost and to increase
profits. Sales management today is the most important function in a commercial
and business enterprise

(i) Introduction of new products in the market.

(ii) Increasing the production of existing products.

(iii) Reducing cost of sales and distribution.

 If your distribution network is bad then retailer refuses giving order in next time
 Good distribution network increases the trust of brand in retailers mind

Objective of Sales Management

Sales objective can be defined as a part of a company’s marketing plan where
common goals are identified by the company’s marketing team like revenue
targets, distribution partners, profit margins, targeted demographics and advertising
and work on it. The plans are outlined through a discussion which happens in sales
meetings insuring understanding between the sales teams and the members of
marketing team of a company.
Sales Volume
The main objective of sales management is to improve sales and generate revenue

Contribution to Profit
Sales is the only revenue generating department in company, so sales distribution
contribute to create profit.
 Research Methodology
RESEARCH DESIGN:
Research design is the plan, structure and strategy of investigation
conceived so as to obtain answer to research questions.
DATA SOURCES:
The study is mainly based on the data collection from primary
as well as secondary.
PRIMARY DATA
Primary data are data collected for specific purpose.primary data
is collected directly from the student through administering questionnaire.
SECONDARY DATA:
Secondary data are data that were collected for another purpose and already exist
somewhere.
RESEARCH APPROACH:
Survey method is adopted to collect the needed information from the respondents.
 3.4 PORTERS FIVE FORCE MODEL

Fig 3.1 Porters five force model

Threat of new
entry
(Medium)

Supplier Competitive Buyer

Power Rivalry Power
(Medium) (High) (High)

Threat of
Substitution
(High)
Competitive Rivalry:
Main competitors of Dukes are strong FMCG players such as Parle , Britannia,
ITC, Prefity . so Dukes have to compete with this strong player. These brands
have huge market shares so this is the reason why competitive rivalry is high for
Dukes.

Buyers Power:
Buyer bargaining power is high because in market customer have lots of option to
choose products similar to Dukes. Dukes don’t have strong brand recognition all
over the country like other competitors this is the reason for High bargaining
power of buyer.
Supplier Power:
The supplier power is medium because Dukes have strong recognition in south
region of India. That gives company advantage against the supplier power.

Threat of New Entry:

FMCG market is not a monopoly market there are so many strong companies, and
there are always chances that new competitors will came in market, But to
compete with the strong competitors is difficult for the new companies so threat of
new entry is medium.

Threat of Substitution:
Threat of substation is he high because there are lots of products are available in
market such as substitute for biscuits are weffy chocolates and other products so
there are so many substitutions for Dukes products.
 3.5 MARKETING MIX STRATERGIES
The Marketing Mix Strategy mainly depends upon 4P’s.
1. Product:-
Dukes offers wide variety of products in order to fulfil the present market demand.
It offers products like Biscuits, Wafers, and Confectionaries which further divided
into different sizes with different flavors.
Biscuits are further classified into Bourbon, Merry milk, Cream
biscuits and Kukkies.

2. Place:-
Currently Ravi foods under Dukes brand is having strong distribution network in
the south region as the company’s headquartered in Hyderabad. Last year in 2018
company invested 250 Crore rupees under the business expansion plan according
to which the company will expand its business across India in major states such as
Maharashtra, Gujarat, Madhya Pradesh and Uttar Pradesh.
They have made tie ups with retail marts like Big Bazaar, D-mart, Reliance mart,
etc.

3. Promotion:-
Promotional activity of Dukes product is done through pamphlets, hoardings and
online campaigns. While conducting promotional activity company offers sample
of products to their customers to taste. Company offers products across many
platforms from little pan shop to big retail marts and online grocery providers.

4. Price:-
Most products of Dukes are offered in India and India is price sensitive market.
Therefore, Price component plays a vital role in the market penetration. The price
of products of Dukes varies with the size of the products and they have made their
products available at the affordable price to the customer.
3.6 STP of dukes
S – Segmentation
T – Targeting
P – Positioning

Segmentation
It is mass production mass distribution and mass promotion of dukes products
mostly all products for all buyers
Consumers also from all the parts such as urban semi urban and rural areas.
Targeting
Dukes as a whole includes selective market specialization strategy
1. Waffey
Targeted mostly on children’s

2. Biscuits
Targeted customers are all people
Positioning as a everyday biscuit similar like other brands such as bourbon, marie
break , nice.

3. Chocolate
Targeted on children and youth
Targeting mostly Cadbury and parley customers convert them into dukes
customers

Positioning
Dukes making positioning on customers such as good testy products in less price
and with more offers such as buy one get one free in waffer.
In same price more quantity than other rival products.
Positioning as best weaffy in market with good test and with all flavours.
Reporting time
We have to gave attendance with our selfie from market in Bizom app between
9:30 to 10.

3.6 Work profile

Dukes gave first three day training how to peach products, how to fill information
on bizom app, market survey, taking order from retailer, give data to distributor,
after one or two days check order is delivered or not.

We have to give product information to retailer.

Give information about offers and discounts
Test them samples
Convince retailer to buy more products
Take order from retailer
Put it on Bizom application
Check previous orders are delivered or not
Stick posters on roads or shop where we get place and people can see the posters
At the end of the day we have to send all order to distributors with the shop name,
address, owners name, mobile number, prices of products and total cost of order.

Allotted Beats
1. Budhwari 4. Mungeli Naka
2. Rajkishor Nagar 5. Sarkanda
3. Vapar vihar 6. Sanachri
Sr.no Retailer Biscuits Feedback

ANALYSIS OF DUKES
 Parle Britannia ITC Dukes
1. Ganesh Bakery Yes Yes No No Not Interested
2. Chaya store Yes Yes No Yes
3. A one juice No No yes No Not Interested
4. Mahaveer store Yes Yes No No Delivery Issues
5. Shivam Yes Yes Yes Yes
6. Milk Parlor Yes Yes No Yes
7. jyoti super market Yes Yes No No Delivery Issues
8. Sai Provision Yes Yes No No Not Interested
9. Manish kiranaStore Yes Yes Yes No Delivery Issues
10. Sarder daily needs Yes Yes No Yes
11. S.r Amul Yes Yes No No Not Interested
12. Laxmi Super Market Yes Yes Yes No Delivery Issues
13. Geeta General Store Yes Yes No No Delivery Issues
14. Top and tom Yes Yes Yes No Not Interested
15. Iyer juice Yes Yes No Yes
16. Maa shitla Yes Yes No No Not Interested
17. Kawality Yes Yes Yes No Delivery Issues
18. Krazy Bakers Yes Yes No Yes
19. Nitin daily needs Yes Yes No No
20. Hanuman traders Yes Yes No No Delivery Issues
21. Bhawani general store Yes Yes Yes Yes
22. Khushi general store Yes Yes Yes No Delivery Issues
23. Sai dairy Yes Yes No Yes
24. Shiv shanker Yes Yes No No Not Interested
25. Satyam bakery Yes Yes No Yes
26. Sharma daily needs Yes Yes Yes No Only branded Products
27. Shraddha fruit Yes Yes No No Delivery Issues
28. Shyam dairy Yes Yes No Yes
29. Krishna dairy Yes Yes No No Only branded Products
30. Anil General Store Yes Yes Yes No Delivery Issues
31. Sagar kirana store Yes Yes Yes Yes
32. Bhupandre kirana store yes No No Not Interested
33. Nisha dily needs Yes Yes Yes No Not Interested
34. Mahanor kirana store Yes Yes No No Only branded Products
36. Pradeep general store Yes Yes No No Delivery Issues
41. Welcome Super Market Yes Yes Yes No Not Interested

Fig 3.2 : Sale of products

 Sales

9%
10%

Wafer Biscuit
23% 59% Biscuits
Truffel
Dots

PROMOTION ACTIVITY
 3.9 SWOT ANALYSIS

Strength Weakmess
Low price Low existance in market
Margin for retailer Low Brand awerness
Good Test Distributiin chain

SWOT

Opportunities Threats
International Expansion Rival products
Reach to rural market Some new entries
Expand new product Low awareness
make a strong and loyal customer
base

Suggestions
 There is a need to make the children aware of dukes confectionary
product line.
 Price is the one the most important factor.which influence the sales
as the most of the children felt the price of the dukes is hing. There
is a need to once again make revive of the price.
 DUKES as to improve the quality and as to show a difference with
the other brand.
 Availability of the dukes in retail store bakers school canteen have
to be increased
 The packing must be more attractive to draw the attention of the
customer.
 4.3 CONCLUSION-
Dukes foods pvt.ltd.is Haderabad based company with the turnover of 35crores
though it’s a new company started in 1995. It has createdba sensatuion in the
market in the segment of biscuits , chocolate wafer and confectionary with the
brand name dukes in my two months internship period I have observe that in
Blaspur(C.G) dukes do have that much brand image such as other competitors.
Dukes have very good products, test and packaging also very good but they don’t
have that much market shares in Bilaspur there are some reasons which are
responsible for that such as
First because of brand awareness. Dukes don’t have that much brand recognition
in customers so that they can create by doing marketing on different platforms such
as television, social media and holdings
Next thing is that they don’t have strong distribution network dukes have to work
on their distribution network specially they have to create good contact with the
distributors in Bilaspur. And they should have increase the good communication in
there employee.
In Bilaspur dukes have more untapped market they can increase their market in
these untapped market

BIBLOGRAPHY
https://dukesindia.com/about-ravi-foods/
www.google.com
www.dukesindia.com