2. DICLARATION
This market survey project report is the sole proprietary
property of “Brand Guru Consultancy “and the survey
has been done for “Snack Food Sales in North India” for
“Dazzle Foods Pvt Ltd “,Indore,
The report is prepared on basis of various information's
and survey conducted in the North India Market among
the consumers ,distributors ,retailers ,super markets
,sales personnel and others. Information collected from
Nielsen data , Census 2011 , Encyclopedia ,Internet ,
Google Search ,various Books . The aim of this survey is
to Launch Dazzle brand products in North India and the
on basis of this data “Dazzle “can make their strategy
for Launching.
3. COLLABORATION
Brand Guru Consultancy Dazzle Food Pvt Ltd
Ahmedabad based organization Indore based company Is
engaged in Sales, Marketing manufacturing Snacks Food
and Brand Consultancy of and is interested to enter in
FMCG products to help North Indian market.
“Dazzle” launch their brand in
North India.
DAZZLE
4. DAZZLE FOOD – THE MARKET LEADER
Innovation , Passion ,excellence and Caring….
6. NORTH INDIA
Located in the upper part of India in the foothills of the
Himalayas, the northern region of India is enriched with
different cultures, religions, marvelous
monuments, immense wildlife parks and sanctuaries, holy
rivers, majestic Himalayas, and diversified climate
conditions. The whole of north India borders countries like
Pakistan, China, Nepal and Bhutan from northwest to
northeast. Geographically north India has great diversity.
The towering majesty of the Himalayas, the breathtaking
mountainous beauty of Himachal Pradesh and
Kashmir, the agriculturally rich plains of Punjab, Haryana
and the Ganga basin of Uttar Pradesh that has nurtured
many ancient civilisations form an incredibly rich visual
extravaganza. This rich cultural tapestry is woven with
brilliant strands of many hues-
dance, music, food, costumes, languages, customs, festivals
-a variety staggering in its appeal. The origin of sacred
river Ganga, Yamuna and sources of many other
important rivers are in northern India.
7. NORTH INDIA - THE HERITAGE
TOURIST SPOT HISTORICAL PLACE
8. INFORMATION ABOUT NORTH INDIA :
POPULATION : 50 Crore – 43% growth in 2011
Census, 41% population contribute in the country
Males 58 % & Females 42%
Rural 57.4% & Urban 42.6%
AREA : 627090 sq mtr ( 1624160 km)
STATE’S : RAJASTHAN ,HP ,UP ,NCR
,UTTARAKHAND ,HARYANA ,PUNJAB,J&K
MAJOR CITIES :
DELHI,KANPUR,LUCKNOW,JAIPUR,CHANDIGARH,
VARANASI, AMRITSAR, AGRA,LUDHIANA,NOIDA,F
ARIDABAD,GURGAON,UDAIPUR,JODHPUR,SRINAG
AR,DEHRADUN,SHIMLA,
9. OTHER INFORMATION
CASTISM : Majority – Hindu, Punjabi, Jath, Marwadi, Muslim
LANGUAGE : Hindi, Urdu,Punjabi,Marwadi,Kashmiri
TOURIST SPOTS :
Delhi, Agra, Haridwar, Vanarasi, Kashmir, Jaipur,Shimla,Golde
n Temple
MAJOR FESTIVALS : Diwali, Janmashthami, Dashera, Makar
Sankranti, Vaishakhi
STAPLE FOOD :Rice, Chapatti, Daal, Subji, etc
AGRICULTURAL PRODUCTS : Rice , Wheat , Bajra , Jowar
, Maize,Gram.
INDUSTRIES : Textile,Oil, Soap, Automobiles, Pharmaceuticals
( North India contributes 33% )
10. EXPORT OPPORTUNITY
Export : Following products are in great demand :
Pharma, spices, oil, agriculture commodity, fruit
pulp, pulses, fruits & vegetables, automobile
parts, etc
North India contributes 41% to the Indian exports.
PER CAPITA INCOME
North India Per Capita Income 84,333.
Per Capita Domestic Expenditure 49%
Literacy 59%
11. ECONOMY OVERVIEW
North India is very Rich in Natural and well as Industrial
Sector. Economy is based on Agriculture and on
Industries. Life style of common man day by day is
changing , due to the more disposable income come for
the IT and Real Estate Sector the life style of this Zone
is entirely change , we can see lot of people shopping
from the malls.
Due to this changing scenario there are lot of
opportunities of the Snacks Foods FMCG items e.g. –
packed Potato Chips ,Namkeen ,Fruit Drinks and lot of
others..Day by day market of packed items are
increasing so that as company point of view this may be
one of the best market for the entire range of product.
12. SNACKS FOOD MARKET
The overall size of the snack food market is estimated at Rs 45 to Rs
50 billion. The market is reported to be growing at 7 to 8 %
annually. Potato chips is estimated to constitute nearly 85% of
India’s total salty snack food market of about Rs 2,500 crore. In the
Rs 19 billion branded(organized )snacks market, constituting over
40% of the market by value, Frito-Lay is estimated to command a
market share of 45%, followed by Haldiram at 27% and ITC at
16%. The branded snacks market accounted for 16% by value and
12% by volume sales in 2007. According to a projection by
Euromonitor International, the branded snacks market would
reach a value of Rs 35 billion by 2012.
The organized snacks category is sub-divided into the traditional
segment (bhujia, chanachur and the like), Western segment (potato
chips, cheese balls etc.) and the newly established finger snacks
segment, which is an adaptation of traditional offerings in the
western format.
The leading brands in the market are Lays, Bennie’s, Uncle Chips,
Ruffles, Bingos , Parles , Haldirams and others.
13. MARKET STRATEGY
North India having potential market for FMCG companies
and as per Nielsen Data total outlet can be targeted as
follows:
A-Grade Outlets : 18000
B-Grade Outlets : 36000
C-Grade Outlets ; 1,32,000
No. of Distributors can be made 300 - 400.
In Chips ,Koore Kure ,Namkeen , we can provide @ 8% to
the Distributors and other products we can provide @ 10%.
We can provide Van Subsidy and Sales Man Subsidy to
the Distributors in Major Town to engage good and
reputed Distributors in our network.
We can provide Trade Scheme , Diwali Bumper, “Combo
Pack Offer” (adding with other products can also promote
the Brand)
14. MAJOR INSTITUTIONS
Reliance Fresh
Big Bazaar
D Mart
Wal Mart
Spencers
More
Vishal Mega-mart
Major Hotels
Major Hospitals
Educational Institutions
Big Corporate
“ It’s better to be first, then better to be better.”
18. Brand Guru is a professionally managed firm specialized
in Brand ,Sales & Marketing Consultancy ,Trading and
Marketing of FMCG Products, Snacks Food ,Personal
Hygienic products. And Health care products.
Based at Ahmedabad, the firm operates all over India
and a very strong presence in the International Markets
in all parts of the World.
In the present day fierce competitive world, Brand Guru
provides cutting-edge advantage to manufacturers in
effectively marketing their products.
19. VISION
To achieve a dominant position in the industry with a
strong focus on high quality delivery and innovation to
add value to our principals and their customers.
OBJECTIVES
We are totally committed not just to market the
products but SUCCESS of our Principals. By observing
good ethics of business and of course all the statutory
aspects comprehensively, we strive to be the best Sales
& Marketing company in India & International Market
20. MISSION
To help manufacturers of various products in effectively
mass marketing their products and cultivate excellent brand
image for their products.
To provide high quality management consultancy services to
manufacturers and help them in writing their SUCCESS
story. To reach good quality products to consumers and to
ensure that they get the best value for money for the
products.
To conduct the business on very sound management
principles, without violating any government guidelines and
in very fair and transparent manner rich with ethics.
To help the manufacturers, to place their products in all
outlets even from micro markets to major modern centers
depend upon their products.
21. AREAS OF EXPERTISE
We have dedicated team and very rich experience in
marketing, distribution, logistics management, new product
launch and brand cultivation.
Sales & Marketing
Devising & effectuating competitive selling
programs/strategies to improve the product awareness and
enhance business growth.
Reviewing and interpreting the competition (through in-
depth analysis of market information) to finalize the
marketing strategy and ensure profitable growth.
Launching / introducing new products as a part of
marketing development effort.
Tracking competitors’ moves & devising strategies for the
same.
22. Business Development
Developing new clients by comparative study of market
variable such as cost and providing them with superior
service.
Conducting market research to analyze and assess
market potential, tracking competitor activities for
providing valuable inputs to fine-tune selling &
marketing strategies.
Identifying key/institutional accounts and strategically
secure profitable business.
23. Channel Management
Enabling business growth by developing and
managing a network of Channel Partners.
Commissioning & launching new centers as per
company standards and monitoring operations.
Guiding and training partners to accomplish set
revenue and business targets.
Identifying and networking with financially
strong and reliable dealers/distributors/channel
partners, resulting in deeper market
penetration.
24. Team Management
Recruiting, mentoring, training and development
of the field functionaries to ensure the sales and
operational efficiency.
Creating and sustaining a dynamic environment,
imparting training to team members that fosters
development opportunities and motivates high
performance amongst team members.
25. Cutting Edge
We have a very wide network of financially disciplined and sound
C&F Agents, Super Stockiest, Stockiest and Wholesale Agents
spread across the country. Since the distribution channel partners
are appointed by firm. It is very easy for us to launch any product
across the country at the shortest possible time.
More importantly, scouting for financially disciplined distribution
channel partners and formalizing their appointments can be avoided
and a great amount of time and energy can be saved for the
principal. This is a cutting edge advantage for our principal.
All information pertaining to sales, stock position, movement of
stocks, details of key outlets (sales), details of sales through modern
trade outlets, institutional sales will be furnished by our field force
day to day basis.
Since Brand Guru provides totally dedicated field staff for every
principal, to ensure proper marketing of their products, growth
development and brand image cultivation. This will certainly give
cutting edge advantage to our principals.
27. BRAND PROMOTION
Brand Promotion: We can promote the Brand with
different promotional activities like Proper
Launching, In-Shop Campaigning, Door-to-Door, Road
Show, Attend in different Exhibitions, Campaigning in
different Corporate House ,etc with Sales Promoters
where we can Display the Products, Sampling ,Sales &
Demonstration with Hand Bill, Canopy, T-shirt, Cap, etc
are required to promote the brand.
“The value of a brand…..”
28. STATISTICS ( MIS ) ANALYSIS
COMPARISION CHART
6
5
4
3
2
1
0
PRODUCT SALES BRAND MARKET
HIGH MEDIUM LOW
29. ORGANIZATION STRUCTURE
DAZZLE
FOOD
BRAND GURU
DISTRIBUTORS
SALES &
& RETAILARS
MARKETING
SUPER STOCKIST
30. DISRTIBUTOR NETWORK
Distribution Network: Depending on products
category, per capita income, culture, socio-economic
growth, population, etc we can appoint distributors /
super stockist, etc. Also we should follow that minimum
retailers should cover at least 300 outlets (A/B/C) i.e.
50/60 outlets per bit/one day coverage plan should be
followed by the distributors and if we are appointing any
Super Stockist they should cover 100 /150 km
surrounding area for better distribution with economical
cost , C&F may be appointed state wise to avoid ‘C’
from, better investment, stock holding, inventory
management, etc to ensure the availability of proper
stock.
31. DISTRIBUTOR PROFILE
For the placement of our
product in the market
through our channel partners
, we have following criteria
to appoint a Distributes :
Distributors should be of Big
FMGC company like P &
G, Marico, Hindustan
Unilever, Parle
,Britannia, Cadbury those
whose are having
infrastructure to cater market
properly.
Good Financial Status &
Wide Godown Space.
Should have delivery system
e.g. –Auto, Van etc. .
Good Market Image in terms
of Prompt Service.
Good Sales Person for
Marketing the Brand .
32. PRODUCT LAUNCHING
Proper Launching of the product is very important to
create Brand awareness and make a good turnover .
We can arrange for Decorated Vans along with
product Cut-Outs and hire Man Power wearing T-
Shirt & Caps, with Banners, P.O.P Materials and
Gift item like Pens, Wall Clocks, Small Writing
Pads, etc. This will help to make an easy entry and
Proper Placement of the product into the market. We
can also provide Window Display to A-grade
Counters for proper Visibility of the product among
the Customers, we can also arrange In-Shop
Campaigning for Promoting the Brand with Hand-
Bills, Sampling, etc to boost up Retailers &
Distributors moral support.
34. OUR PHILOSOPHY
We Believe in Making Relationship Innovating Brand for tomorrow……
Forever....Hard Work & Honesty is
our Motto....Brand & Team Building is Thanks & Best Regards,
Our Passion.....
BRAND SALES MARKETING
