SUMMER INTERNSHIP PROJECT WITH MONGINIS FOODS PVT.LTD.
PREPARED BY:ANCHAL CHOWDHARY ROLL NO.A-02
A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” Mohandas Karamchand Gandhi
INTRODUCTION In recent years, breakthrough innovations have enabled retailers to capture new intelligence regarding trends and customer behaviors at the store level which ultimately has led to alter the experience of customer in each shop even though it is a same category shop. In order to make a comfort zone for customers it is very important to provide him with the same set of experience every time he visit a shop it may be of any area to bring about uniformity it is essential to identify the points of differentiation and ways to overcome it.
RESEARCH SYNOPSIS Objectives of study: study:- To identify elements which customers notice when he enter in mongin monginis is at different different locat location ion To identify touch points those alters experience of a customer. wn u n n r even if the demographics are same. To recognize points that motivates a sales person in store to work harder h arder.. To compare various aspects which leads to underperformance of sales person To find out solutions in order to bring about uniformity.
RESEARCH METHODOLOGY Research problem: To find out points which a customer consciously or unconsciously notice in different shops of monginis Research approach:uali ua lita tati tive ve as we well ll as ua uant ntit itat ativ ivee a ro roac ach h ha hass be been en us used ed for this research. But the stress was basically qualitative approach. Research design: This study falls under applied research category and as it contains both qualitative and quantitative approach it a descriptive research.
Research instrument: instrument:- Taking care of the parameters questionnaire was designed for studying touch points and service points of monginis store while pamphlets or menu card card was was suppose to be collected for study of price points. Sampling Sampling units:units:
For touch points 30 shops and 60 customer i.e. 2 customers each shop For service points 50 shops and 87 customer sales person (CSP)/ sales person For price points 15 shops of all different brands including local shops
Sampling design: design:-
Monginis has divided entire Mumbai and thane region into ten territories for ease of operation and this research was carried out in all these territories territories in totality eight shops of each territ territory ory were visited. visited.
Data collection: collection:-
In order to get maximum information with minimum effort from customer’s verbatim format was selected to answer open ended question which formed a major part of questionna questionnaires. ires.
Limitation of study: study:-
Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100 percent perfect I believe that there exist a chance for error on account of following limitationsThe duration of practical training was just eight weeks. To maintain secrecy, the company people do not provide u ur The recommendations are the outcome of an analysis made individually. The sample customers or sales persons comments may not be resemble to entire population of consumers
COMPANY COMP ANY PROFILE PRO FILE
Monginis Food Pvt. Ltd. opened its doors in India nearly 100 years ago. ago. Mr Mongini, an Italian, Italian, started a bakery and catering caterin g services ser vices in India. First shop of Monginis located in Mumbai's Fort area, and it was a favorite with the Europeans , people happy and this is evident as today it stands as the no. 1 cake brand in India. Whatever flavor you choose, you'll be treating yourself to a delicious classic. Monginis website for gifting and self consumption is a rapidly expanding expanding e-commerce business. With nearly 5000 hits daily and huge army of Monginis fans on social media, the e- busin business ess is all all set to go places. places.
Organization : Monginis Foods Pvt. Ltd. Brand : MONGINIS Category : Food & Beverages Franchisee Material Availability :
Yes Director : Mr. Zoher Khorakiwala Khorakiwala Business Started : 1958 Franchisee Started : 1971 Department Structure Factory location : Off.Link Road, Opp.City Mall, Andheri(West), Mumbai - 400 053 Factory Size (Sq.meters): 30,000-50,000 square meters Number of Production Lines : 8 QA/QC: In House Number of QC Staff: 5 to 10 people Number of R&D Staff: 11 people QA/QC: In House
Finance and Accounts Departments:
Dispatch and Distribution Supply Chain Management Maintenance and Engineering Marketing Sales Retail Audit Legal and Corporate Affairs Factory Administration Ecommerce and Internet Marketing Production Quality Control
Touch points Data Data avg daily turnover turnover in thousand thousand
less than 10k
10k to 25 k
25k to 50k
50k above
1
19
7
3
less than 100
100 -200
200-300
300above
10
14
4
2
managed by
owner
conductor
12
16
2
no of csp
1 to 3
3 to 6
6 and above
avg daily footfall
last renovation/ establishment period neighboring competitors brand located near
aware of m brand through (media) frequency of visit store visibility ambience
Sr. Manager
20
8
2
less than 6 mth
6 to 12 mth
12 to 18 mth
above 18 mth
4
5
1
20
R&B
birdy's
local bakery
12
10
23
mjr/mnr station
market
school/ college
residential/others
17
8
7
14
0 to 5 yrs
5 to 10 yrs
10 to 15 yrs
above 15 yrs
13
18
14
11
family
friends
located a store
18
16
22
weekly
monthly
occasionally 11
22
18
easy to find
difficult to find
53
3
rating out of 5 3.86
staff
rating out of 5 4.13
product quality quality
ok
satisfactory
good
very good
5
14
31
6
product variety variety
ok
satisfactory
good
very good
8
16
27
5
website usage and exp
yes
no
good
bad
4
52
4
home delivery
yes
no
good
bad
Code
A
CSP No.
Salary 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
7500 8000 7800 8000 75000 3000 3000 7500 7500 6500 3000 5000 4500 3000 45 4 500 3000 3500 2500 6000 5000 4000 83 8 300 5600 4450 6500 7000 7500
B
C
Product knowledge Ex E xperience month 3.5 24 4 60 4 48 4 60 3 6 3.5 48 2 >1 3 48 3.5 48 4 84 3.5 3 4.5 72 3 36 2 >1 4 84 3 8 3 2 2 1 4 84 4 60 2.5 3 4 132 4 60 2.5 48 4 84 3.5 36 3.5 36
D
E
Suggestive selling
Avg sale/ csp
3.5 4 4 4 3 4 2 3 3 4 4 4.5 3 2 4 3 3 2 4 3 2.5 4 4 1 4 4 3.5
85000 85000 85000 85000 85000 130000 360000 200000 200000 350000 1250000 1250000 180000 180000 1250000 1250000 330000 120000 120000 166660 166660 200000 200000 200000 200000 255000 175000
28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51
6000 7000 4500 5000 35 3500 4500 35 3500 6000 3000 4000 7000 7500 35 3500 5000 30 3000 3000 40 4000 35 3500 35 3500 20 2000 5000 40 4000 8000 6000
4 3 3.5 3.5 2 4 1 3.5 4 3 4 3.5 1 4 3 4 3 3 3 4 4 2 4.5 3
96 12 18 18 2 18 1 72 18 12 168 24 3 24 6 12 6 1 3 8 24 9 120 12
53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76
5000 6000 4500 50 5000 6000 4000 30 3000 40 4000 40 4000 4000 5000 20 2000 40 4000 5000 35 3500 40 4000 4000 35 3500 4500 3000 30 3000 50 5000 40 4000 6000
2.5 3 4 4 4 3.5 3 2 2 2.5 2.5 3 3 4 4 4 3.5 2 3.5 3 3 2 3 4
1 48 24 7 48 108 5 1 3 3 8 3 1 18 4 2 1 1 12 24 6 8 6 48
4 3 3.5 3.5 2 4 1 3.5 4 3 4 3.5 1 3 3 4 3 3 3 4 4 2 4.5 3 . 2.5 3 4 3 4 4 3 2 2 2 2 3 3 4 3 4 3.5 2 3.5 2 3 2 3 4
300000 300000 300000 300000 600000 212000 212000 181000 200000 200000 235000 800000 250000 266000 266000 200000 200000 200000 200000 200000 833000 833000 500000 500000 250000 1500000 1500000 180000 180000 300000 300000 200000 200000 200000 125000 200000 200000 150000 150000 360000 360000 360000 400000 100000 100000 400000 400000 166000
DATA ANALYSIS
Correlation
Between(Salary & Product knowledge)
0.05
Between(Product Knowledge & Experience)
0.525
etween a ary
ug uggest ve se ng
.
Between( Product knowledge & Su Suggestive selling )
0.917
Between ( Salary & Suggestive selling )
0.0578
Between(Average sale per CSP & Salary)
-0.09571
Interpretatio n •
as correlation is 0.05 there is a week relation between product knowledge and salary of csp
•
Strong positive relation between experience and product knowledge week positive relation between experience and salary strong relation between product knowledge and suggestive
•
selling strong positive relation between salary and suggestive selling
•
•
INFERENTIAL ANALYSIS
salary Salary in Qu Quartile
%
amount
Q1
25
3625
Q2
50
4750
3
75
6000
25 percentile of csp have salary >= 3625 50 percentile csp have salary >=4750 75 percentile csp have salary >=6000
Cake shop (PricePoints) Black fo f orest Pineapple
Butter sc s cotch
Chocolate
Premium
Min co c ost
Max co c ost
Average co c ost
Mean Co C ost
Cakes N More
600
600
600
600
825
600
825
713
600
Birdys
600
600
600
600
700
600
700
650
600
Hangout
550
550
600
550
900
550
900
725
563
sheila's cakes & bites
550
550
550
600
750
550
750
650
563
celejor
480
480
600
680
800
480
800
640
560
The Cake Studio
550
550
550
550
1500
550
1500
1025
550
R&B
640
520
420
520
820
420
820
620
525
Monginis
500
500
500
520
750
500
750
625
505
Hang on!
500
450
525
525
800
450
800
625
500
Aroma
480
480
520
520
700
480
700
590
500
Designers
480
460
540
460
800
460
800
630
485
Sugar Snacks
500
460
460
500
700
460
700
580
480
french connections
440
440
500
500
720
440
720
580
470
Brownnie point
460
440
440
520
700
440
700
570
465
Leela Bake Shop
450
450
450
500
700
450
700
575
463
Glaze
420
420
420
450
700
420
700
560
428
Denish
420
420
420
420
520
420
520
470
420
Merwans
420
420
420
420
800
410
800
605
420
Celebrations
400
400
400
400
650
400
650
525
400
cakerina cake studio
380
380
380
460
600
380
600
490
400
Formula for Pricing Cake shop
Mean Cost
Formula of Pricing (%)
Cakes N More
600
15.8
Birdys
600
15.8
Hangout
563
10.3
sheila's cakes & bites
563
10.3
celejor
560
9.8
The Cake Studio
550
8.2
R&B
525
3.8
Monginis
505
Monginis
ang on
- .
Aroma
500
-1.0
Designers
485
-4.1
Sugar Snacks
480
-5.2
french connections
470
-7.4
Brownnie point
465
-8.6
Leela Bake Shop
463
-9.1
Glaze
428
-18.0
Denish
420
-20.2
Merwans
420
-20.2
Celebrations
400
-26.3
cakerina cake studio
400
-26.3
RECOMMENDATION
Monginis can contract contract a consultancy which which will recruit, train and pay to to csp which will create a winwin situation for for both Monginis and csp as monginis can show take take payment from from shop owners and pay it to consultancy which will give a tax benefit and CSP will have salary slip and proper distribution of payments Training like Product knowledge, personality personali ty development, development, computer training and English speaking will be enriching the quality and give them a feeling of belongingness to a brand like Monginis I-card and name plates should be provided to CSP Because of plastic carry carr y bag CSP are facing lot many many problems, also some very old CSP who have worked for more than ten years are unhappy with company because people in company do not respond to any compliant. Most of the customer oppose to pay for plastic bags, Shop owners and customers are also facing problems due to this issue Customerr who are loyal to monginis are expecting to bring new flavors Custome flavors of cake especially in fruits, also snacks should be innovated. Customers are satisfied with ambience of shop giving an average of 3.86 out of 5 and very happy with staff giving an average rating of 4.13 out of 5 Cheese cake and blue berry flavor cake should be added in menu as mo0st of the customers’ demand for the same Monginis can add upon some more variety variety in vegetarian and jain food that will be excepted excepted readily a market demands it
CONCLUSION
This is best time for monginis monginis to launch new variety of products products there exist a strong demand in market for fruit flavor cakes which can be easily recognized by reading comments of customer in opens ended e nded questions of questionnaire Some steps must be taken to solve plastic bag problems as it is creating embarrassing situation for sales persons to ask for charge of plastic carry bag. Monginis can use this opportunity to declare as a green supportive brand like Pepsi . Monginis over a period of time has evolved as price leader of bakery industry i.e. any deflection in their pricing ultimately ultimately leads increase or decrease in pricing in both the ends of elite and local bakery baker y company, company, hence it has a leverage of increasing price up to certain extend. Customer sales person stands to be the last hand to serve customer so their interface is of extreme importance, importance, hence monginis should take care of their recruitment and training also a keen attention should be given to their compensation There exists a demand for for promotion promotion of website of monginis monginis as most of customers are not aware of online purchase of cake.
REFERENCES
en.wikipedia.org/wiki/Touchpoint
searchcrm.techtarget.com/definition/CRM
en.wikipedia.org/wiki/Category: en.wikipedia.org/wik i/Category: Sampling_techniques
www.statpac.com/surveys/sampling.htm
http://www.oppapers.com/essays/Mongini/735251
http://www.scribd.com/doc/63328498/4/BACKGROUND-OF-THE-COMPANY-COMPANY-HISTORYMONGINIS
http://www.scribd.com/doc/61297777/18 http://www .scribd.com/doc/61297777/18-7-2011-REPOR -7-2011-REPORT T
http://www.slideshare.net/akgicbm/spence http://www .slideshare.net/akgicbm/spencers-retail-ltd-project-report-summer-internship rs-retail-ltd-project-report-summer-internship-project -project
www.touchpointretail.co.za
THANK YOU
