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Cold Chain Deployment and Category Drive of Tang"

Detail project work on cold chain deploymen

Description

A PROJECT REPORT ON “END TO END COLD CHAIN DEPLOYMENT AND CATEGORY DRIVE OF TANG MONDELEZ INDIA”

SUBMITTED TO MAEER’S MIT SCHOOL OF BUSINESS BY

VINIT KETAN ROLL NO

IN PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) MARKETING 2012 – 14

MAEER’S MIT SCHOOL OF BUSINESS PUNE

Table of CONTENTS

Chapter No

Title Declaration of student Certificate from the Company Certificate from the Guide Acknowledgement List of Tables List if Abbreviations Executive Summary Introduction Company profile Objectives of the study Limitations of Study Methodology Theoretical Background Management Lessons Findings Recommendations Conclusions Bibliography Appendices

Page No

DECLARATION

Vinit Ketan hereby declare that this project report is the record of authentic work carried out by me during the period from 11th April 2013 to 11th June 2013 and has not been submitted to any other University or Institute for the award of any degree / diploma etc

Vinit Ketan Date:

CERTIFICATE

This is to certify that Mr

Vinit Ketan of MAEER‟s MIT School of Business has successfully completed the project work titled “End to End Cold Chain Deployment & Category Drive” under the guidance of Assistant Professor Mr

Gaurav P

Petkar for partial fulfilment of requirement for the completion of PGDM course as prescribed by the MAEER‟s MIT School of Business

This project report is the record of authentic work carried out by her/ him during the period from April 11th 2013 to June 11th 2013

He has worked under my guidance

Signature

Assistant Prof

Gaurav P

Petkar Project Guide (Internal) Date:

Signature:

Apte Director

ACKNOWLEDGEMENT

I would like to thank MAEER’S MIT SCHOOL OF BUSINESS,

Pune for giving me an opportunity to do this wonderful project

I am extremely thankful to my Internal guide Mr

Gaurav P

Petkar (Assistant Professor) and my external guide Mr

Karan Bhaskar (Area Sales Manager,

Pune) who helped me throughout my project and without whom my project would not have completed

I would also like to express my respectful thanks to Mr

Jadish Jawarini (Senior Sales Officer,

Pune) whose constant support and guidance helped me in achieving the prescribed objective of my project

I would like to express my profound sense of gratitude to Mr

Pankaj Borkar (Sales Officer),

Uma Shankar Das (Sales Officer) & Hansraj Ji (Proprietor oy Gajraj Distributors) who have rendered constant guidance,

advice and help when needed to complete this project

I would also thank to the sales team Sanjay,

Shrikant,

Jayesh,

Ranjeet,

Patil Kaka,

Prashant,

Yogesh and many more for providing immense help throughout the project

Vinit Ketan

LIST OF TABLES

List of top RE outlets that I have worked with

The list of 99 outlets that was initially given to me for deployment of visibility coolers

List of 50 visibility coolers that got selected for deployment

Schemes in month of may

List of outlets for Tang‟s placement

List showing achievements of these 108 outlets at the end of sales drive of Tang

Page No

LIST OF BASIC SALES TERMS AND ABBREVIATIONS

Primary Sales: These are sales from the company to the distributor

Secondary Sales: These are sales from the distributor to the retailer

Depot: It is a place owned by the company,

it is the place from where company operates its distribution process

Visi Cooler: Is a visual cooler (small fridge) that is used to cool down products so that their taste & shape can be protected from melting

Beat: This is the route that a salesman follows on a particular day

This is usually ensures optimum coverage of all the stores in a sales territory such that the salesman visits each store once in a fixed interval

RD point: Re-Distributor

AE Outlets: Those outlets in which company hasn‟t invested any money for fixtures and hence does not pay to the retailer for putting up fixtures like display in the outlet

P7 Outlets: Those outlets in which displays are provided and hence payments are give to the retailers for putting up those displays in the outlet

RE or the Retail Environment:

RE‟s include High End Grocer (HEG) and Low End Grocer (LEG) stores,

Chemist (CHE),

Food Store (FS),

Stand Alone Super Market (SAS),

Pan Shop (PAN+),

Wholesale,

Institutions,

Supermarkets/ Hypermarkets,

New channels(NCD)

MSS (Must Sell SKU): It is the assortment of products/SKUs which should be available in each retail environment as per consumers needs

RDSMs: Sales men or PCs i

Purple Champs

PC: Sales men team in Cadbury is called as Purple Champions

Merchandiser: The team of people who help in setting up display and visi coolers

Effective Brand Distribution (EBD): It is No

of accounts for that brand in a month/Route list accounts

RLA (Route list accounts): No

of outlets covered by PC on a regular basis

Active Accounts: Outlets that have purchased Cadbury product during the month

Effective Coverage (EC) %: It is percentage of outlets that have purchased at least one Cadbury item during the month

Productivity%: It is the % of times that a PC visit is converted into sale of some Cadbury product

Average SKU Billed Per Oder (ASPO): No

EXECUTIVE SUMMARY

I had started my summer project at Cadbury Pune with three fundamental objectives: 1

Deployment of cold chain in the market

Managing sales drive for a particular category

System Analysis Now,

in brief I would like to explain you about my working as well as learning of my two projects

I studied the company’s cold chain and found that it starts right from manufacturing plant and ends up when product reaches it end user i

Consumer

Various things that I learnt should be kept in control during transportation of goods from manufacturing plant to retail outlets are: i

refrigerated vans shippers chilling pads insulators for delivery autos

Once the good reaches to the retail outlets the most important work of cold chain deployment starts

The outlets are provided with visi coolers in order to keep our products in best condition so that our customer would enjoy eating our product

This is the point from where my first project starts

My main task was to find those outlets that have potential to increase their sales of Cadbury if they are provided with Visi Coolers

I with help of my guide Mr

Jagdish,

sorted out those outlets that were having a constant sales figure for last 5 month and were selling at least Rs

Once the list was made I went to market with merchandisers and confirmed with the outlet owners that they are willing to accept company’s terms of visi cooler deployment or not and if they accepted the rules and regulations provided by the company then I would add their name to the final visi cooler deployment list

As final list got prepared the outlet owners were made to sign an agreement form and visi coolers were deployed to their respective outlets,

In beginning of month May,

I received the schemes list and found that there were several schemes on Tang and hence I made a target of driving 6 tons Tang in market

I was very much confident about achieving my target but due to LBT the markets got closed for at least 20 days and hence I had to reduce my target from 6 tons to 3 tons

This target was very much achievable by me as two new schemes were given by our company to boost up sales

These two LBT schemes paid me well as I had selected top 100 HEG,

Chemist & Food Store and these schemes worked very well in them

Thus it became easier for me driving sales of Tang up to 3tons in just 10 days

System analysis was a continuous process that was done by me throughout the project

It is very important to understand any organizations system in order to work in it and improve it

I would like to quote my external guide,

Karan Bhaskar‟s statement that system of an organization decides the organization‟s growth or decline

CHAPTER 1

INTRODUCTION

COMPANY HISTORY Cadbury is a British confectionery company owned by Mondelēz International and is the industry's second-largest globally after Mars,

Incorporated

Cadbury developed the business with his brother Benjamin,

followed by his sons Richard and George

George developed the Bournville estate,

a model village designed to give the company's workers good living conditions

The company is best known for its confectionery products including the Dairy Milk chocolate,

Dairy Milk chocolate in particular,

used a higher proportion of milk within the recipe compared with rival products

By 1914,

the chocolate was the company's bestselling product

Creme Eggs are made available for sale in the United Kingdom from January of each year until Easter,

and are the bestselling confectionary product in the country during the period

John Cadbury began selling tea,

England

He later moved into the production of a variety of cocoa and drinking chocolates,

made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production

John Cadbury became a partner with his brother Benjamin and the company they formed was called 'The Cadbury Brothers of Birmingham'

In the 1850s the industry received a much needed boost,

with the reduction in the high import taxes on cocoa,

allowing chocolate to be more affordable to everybody

Due to the popularity of a new expanded product line,

including the "Cadbury's Cocoa Essence",

the company decided to not sell as much tea in 1873

Master confectioner Frederic Kinchelman was appointed to share his recipe and production secrets with the Cadbury brothers,

which led to an assortment of chocolate covered products

Taking over the business in 1861,

John Cadbury's sons Richard and George decided in 1878 that they needed new premises

Better transport access for milk that was inward shipped by canal,

and cocoa that was brought in by rail from London,

Southampton and Liverpool docks was taken into consideration

With the development of the Birmingham West Suburban Railway along the path of the Worcester and Birmingham Canal,

they acquired the Bournbrook estate,

5 acres (5

Located next Stirchley Road railway station,

which itself was opposite the canal

they renamed the estate Bournville and opened the Bournville factory the following year

In 1893,

George Cadbury bought 120 acres (49 ha) of land close to the works and planned,

a model village which would 'alleviate the evils of modern more cramped living conditions'

By 1900 the estate included 314 cottages and houses set on 330 acres (130 ha) of land

As the Cadbury family were Quakers there were no pubs in the estate

it was their Quaker beliefs that first led them to sell tea,

coffee and cocoa as alternatives to alcohol

Cadbury launched its Dairy Milk bar,

with a higher proportion of milk than previous chocolate bars,

and it became the company's best selling product by 1914

Fruit and Nut was introduced as part of the Dairy Milk line in 1928,

soon followed by Whole Nut in 1933

By this point,

Cadbury was the brand leader in the United Kingdom

These were accompanied by several other products: Flake (1920),

Cream-filled eggs (1923),

Crunchie (1929) (Crunchie was originally launched under the Fry's name but later adopted by Cadbury's) and Roses (1938)

More than 2,000 of Cadbury's male employees joined the Armed Forces and to support the war effort,

Cadbury provided clothing,

books and chocolate to soldiers

After the war,

the Bournville factory was redeveloped and mass production began in earnest

In 1918,

Cadbury opened their first overseas factory in Hobart,

Tasmania and in 1919 undertook a merger with J

Fry & Sons,

another chocolate manufacturer,

resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's Turkish Delight

parts of the Bournville factory were turned over to war work,

producing milling machines and seats for fighter aircraft

Workers ploughed football fields to plant crops

As chocolate was regarded as an essential food,

it was placed under government supervision for the entire war

The wartime rationing of chocolate ended in 1950,

Cadbury subsequently built new factories and had an increasing demand for their products

Schweppes merger (1969) The Cadbury Schweppes logo used until the demerger in 2008 Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969

Cadbury Schweppes went on to acquire Sunkist,

Canada Dry,

Typhoo Tea and more

In the US,

Schweppes Beverages was created and the manufacture of Cadbury confectionery brands was licensed to The Hershey Company

Schweppes demerger In March 2007,

it was revealed that Cadbury Schweppes was planning to split its business into two separate entities: one focusing on its main chocolate and confectionery market

the other on its US drinks business

with the drinks business becoming Dr

Pepper Snapple Group Inc

Cadbury dropped the 's' from its name and renamed the brand to Cadbury

The reason behind this change was because the company found that it was a much more suited,

rounded name than the previous "Cadbury's"

This change was officially announcement on the 19th December 2002

Cadbury announced the closure of the Somerdale Factory,

Keynsham,

Between 500 and 700 jobs were affected by this change

Production transferred to other plants in England and Poland

the Own Label trading division of Cadbury Trebor Bassett was sold to Tangerine Confectionery for £58 million cash

This sale included factories at Pontefract,

Cleckheaton and York and a distribution centre near Chesterfield,

and the transfer of around 800 employees

Despite stating this was a response to consumer demand to improve taste and texture,

there was no "new improved recipe" claim placed on New Zealand labels

Consumer backlash was significant from environmentalists and chocolate lovers

By August 2009,

the company announced that it was reverting to the use of cocoa butter in New Zealand

In addition,

they would source cocoa beans through Fair Trade channels

In January 2010 prospective buyer Kraft pledged to honour Cadbury's commitment

Acquisition by Kraft Foods The acquisition of Cadbury faced widespread disapproval from the British public,

as well as groups and organisations including trade union Unite,

who fought against the acquisition of the company which,

according to Prime Minister Gordon Brown,

was very important to the British economy

Unite estimated that a takeover by Kraft could put 30,000 jobs "at risk",

and UK shareholders protested over the mergers and acquisitions advisory fees charged by banks

Cadbury's M&A advisers were UBS,

Goldman Sachs and Morgan Stanley

Controversially,

a bank 84% owned by the United Kingdom Government,

On 2 February 2010,

Kraft secured over 71% of Cadbury's shares thus finalising the deal

Kraft had needed to reach 75% of the shares in order to be able to delist Cadbury from the stock market and fully integrate it as part of Kraft

This was achieved on 5 February 2010,

and the company announced that Cadbury shares would be de-listed on 8 March 2010

On 3 February 2010,

chief executive Todd Stitzer and chief financial officer Andrew Bonfield all announced their resignations

Stitzer had worked at the company for 27 years

On 9 February 2010,

Kraft announced that they were planning to close the Somerdale Factory,

Keynsham,

The management explained that existing plans to move production to Poland were too advanced to be realistically reversed,

though assurances had been given regarding sustaining the plant

Staff at Keynsham criticised this move,

suggesting that they felt betrayed and as if they have been "sacked twice"

On 22 April 2010,

Phil Rumbol,

the man behind the famous Gorilla advertisement,

announced his plans to leave the Cadbury Company in July following Kraft's takeover

In June 2010 the Polish division,

Cadbury-Wedel,

The European Commission made the sale a condition of the Kraft takeover

As part of the deal Kraft will keep the Cadbury,

Hall's and other brands along with two plants in Skarbimierz

Lotte will take over the plant in Warsaw along with the E Wedel brand

Mondelez On 4 August 20,

Kraft Foods announced they would be splitting into two companies beginning on 1 October 2012

The confectionery business of Kraft became Mondelēz International,

of which Cadbury is a subsidiary

OVERVIEW OF THE COMPANY Cadbury India is a food product company with interests in Chocolate Confectionery,

Milk Food Drinks,

Snacks,

Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%

Some of the key brands of Cadbury are Cadbury Dairy Milk,

5 Star,

Éclairs,

Celebrations,

Temptations,

Bournvita i s't h e l'e a d'i n g M a l't e d'F o o d'D r i n k i n t h e country

Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate

Since then we have expanded our business throughout the world by a program me of organic and acquisition led growth

On 7 May 2008,

the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company

We make and sell three kinds of confectionery: chocolate,

gum and candy We operate in over 60 countries John Cadbury opened for business in 1824

Switzerland

In 1824,

John Cadbury opened in Birmingham selling cocoa and chocolate

COMPANY HISTORY – CADBURY INDIA 1948

as a private limited company under the name of Cadbury-Fry (India) Private Limited and commence business soon thereafter

Manufacturing facilities were set up gradually

A specialist cocoa advisory service was created

A cocoa research centre was also created together with seeding nurseries and distribution centres

Induri Farm Ltd

the Company had set up facilities near Pune to breed cattle that would give improved yield of milk at economic feeding costs

It was converted into a public limited company on th June

An agreement was entered into with Cadbury Overseas Ltd

(COL) U

for technical services concerning new products and processes

Approval of Government was received for technical collaboration with Bulmer's of the U

the non-resident holding in the Company was reduced to 40%

improve quality of the products,

the Company proposed to acquire technology and process know-how from Cadbury Schweppes (CSP) who offer the said services only to their wholly owned subsidiary companies

the name of the Company was changed from Cadbury India Ltd

to Hindustan Cocoa Products Ltd

consequent to 60% of its shares being held by the Indian public

which has now become the flagship brand of the company

A diversification into the ice-cream market in 1989 by introducing Dollops was undertaken in a strategic alliance with Brooke Bond India (a subsidiary of Unilever),

which was sold off to the latter in 1992

the Company launched new products such as `Crackle',

`Orange',

`Strawberry Krisp',

`Mello',

For every `Wildlife bar' sold,

the Company makes a contribution to the Wildlife fund,

as per an agreement entered into with the fund

In The foods drinks,

the Company launched `Choc O Cheer

In the food drinks area,

a higher protein drink under the brand name `Enriche' was successfully introduced

The Company diversified into ice-cream market and a product under the brand name `Dollops' was test marketed in Hyderabad on New Year‟s Day

it was decided to establish a new factory at Malanpur,

Bhind District in the State of Madhya Pradesh

the name of the Company was changed from Hindustan Cocoa Products,

to reflect the wider range of products manufactured/marketed by the Company

the Company's Ice Cream business comprising manufacturing arrangements with two well known brands Dollops & Lopstop was transferred to Brooke Bond India Ltd

for a consideration of Rs 1062

Towards the end of 1996,

the Company has launched a new range of sugar confectionery,

`Googly',

fizzy fruit flavoured candy in Chennai under the brand name `Trebor'

The product was launched in Calcutta,

Mumbai and New Delhi during October with subsequent launches planned in Bangalore,

Chennai,

Hyderabad and other mini-metros in a phased-manner in November

It is being made at a specially imported new line in the state-of-the-art factory near Gwalior

To commemorate the occasion,

the company has organised a series of events for the employees and business associates in Mumbai,

the branch offices and plant sites

its corporate headquarters at Pedder Road in south Mumbai

`Nice Crem',

under its sugar confectioner business

The sugar candy has been launched only in Mumbai

Cadbury's entire ranges of products were introduced in Bangladesh

Its new wafer product,

Calcutta,

Pune and Goa

The company launched a new range of sugar confectionery,

Googly a tangy,

fruit flavoured candy in Tamil Nadu under the Trebor umbrella brand name

a slimmer version of the “Wafe”

it has four new layers covered in Cadbury Dairy Milk Chocolate

has launched a range of gift packs for Diwali

to sell its immovable property at Colaba,

Cadbury India Ltd

-Cadbury Schweppes Plc developed a new phenomenon allowing its consumers to define its brand profile

which is a blend of company's leading brands

Managing Director of the Indian sub-continent,

has been appointed Commercial Strategy Director for Asia-Pacific and will be based in Singapore 2007

'Ulta Perk' has been test marketed in southern states like Tamil Nadu and Karnataka for over 6 months and is now being launched in other parts of India

The product is targeted towards teenagers and youth

'Ulta Perk' will be the second product offering from Cadbury in the chocolate-wafer segment,

I have done my project on 3 objectives and they are as follows:

Deployment of visual coolers in market

Driving sales target for a particular product of Cadbury i

Tag in market

Understanding the work system that is followed by Cadbury in order to manage its market

Limitations of my project are as follows:

While conducting the study I was able to work with only one product of Cadbury that is Tang

Since I was working in metro hence I was unable to understand the cold chain situation in up country or rural areas

While conducting study a contingency problem,

LBT strike of retailers continued for few days because of which company had to face lots of problems

The problems faced by company couldn‟t be taken into consideration in present study

Such contingency problems impinge upon marketing strategy and taking their impact into account will help in understanding the problem holistically

METHODOLOGY

RESEARCH METHODOLOGY Definition of research is given by Creswell who states

It consists of three steps: Pose a question,

collect data to answer the question,

and present an answer to the question

Research is often conducted using the hourglass model structure of research

The hourglass model starts with a broad spectrum for research,

focusing in on the required information through the method of the project,

and then expands the research in the form of discussion and results

The major steps in conducting research are:       

Identification of research problem Understanding the research problem Specifying the purpose of research Determine specific research questions Data collection Analyzing and interpreting the data Reporting and evaluating research

my project is not a research project therefore I haven‟t used any form of research tools and techniques to perform my project

Therefore,

for better understanding of the project I would like to write the methodology based on which I did my project

METHODOLOGY OF MY PROJECT My project deals with category analysis of TANG as well as deployment of visibility coolers (Visi – Coolers) in the markets

The project also aims to study the system analysis of Cadbury

The whole project was divided into three phases

Phase I:

I was given work to understand the cold chain system at Cadbury and deploy visibility coolers in retail stores on basis of their sales and performance

Phase II:

I had to do a sales drive for product “TANG” and achieve a given target provided to me by the organization

Phase III:

I had to analyze the system that is followed at Cadbury

CHAPTER 3

THEORETICAL BACKGROUND

MARKETING OF CHOCOLATES IN INDIA

Traditionally,

chocolates were always targeted at children

But stagnancy in growth rates made the companies re-think their strategies

Cadbury was the first chocolate company that took the market by storm by repositioning brands at adults,

BUYING BEHAVIOUR Chocolates are consumed as indulgence and not as snack food,

as prevalent in western countries

Almost 75% chocolates are impulse purchases

Chocolates are bought predominantly by adults and gifted to children

The wholesaler usually deals in all kinds of FMCG goods,

Foodstuff in addition to the chocolates

The items like chocolates are placed near the counter

Chocolates are kept in cardboard boxes and are also delivered in the same

In a few of the cases the chocolates were kept separately (as per equipment provided by the manufacturer – e

VISI Coolers),

In addition to marketing promotions companies have been focusing extensively on the promotions by the sales staff

Also the companies can devise there marketing strategies that are catering to specific segments and are thus more effective

NATURE OF RETAIL OUTLET Chocolates are primarily sold through Kirana Stores,

Gift stores,

Medical Stores,

Pan-Bidi stores,

Bakeries,

Sweet Shops etc

This is true for chocolates also

The space allocated for the chocolates was less when compared to the total area of the shop

Of the space allocated for chocolates,

Cadbury brands occupied more than Nestle brands

The chocolates category thrives on excitement

It's all about giving the consumer a choice and taste which they enjoy

STOCKING OF THE PRODUCTS In most of the cases,

various brands of chocolates are kept together

In some of the cases the chocolates are stocked depending on the manufacturer‟s provision

The chocolates are kept in Glass Jars and boxes – These are provided by the respective companies along with the product

The chocolates are kept there

But in most of the cases chocolates are stocked near the counter

Ideally the shopkeeper tries to keep chocolates within the reachable (sitting on the counter) distance

Chocolates are kept at or below the eye level

This is to facilitate visibility of the chocolates for the customer who is visiting the store

PROBLEMS & CHALLENGES IN INDIAN CHOCOLATE INDUSTRY TEMPERATURE A peculiar problem that hinders the distribution to far-off places is the tendency of chocolates to melt under even moderate heat

The temperatures can reach as high as 48 degrees in summers,

whereas chocolate starts melting at body temperature (about 37-38 degrees)

Manufacturers have to take precautionary measures to ensure the preservation of chocolates especially in summer

UNAVAILABILITY OF CONTROLLED REFRIGERATION India does not have controlled refrigerated distribution

Air-condition supermarkets are rare

Cadbury loses 1

Companies revise ingredients to make chocolate withstand heat,

and so Indian chocolates are more resilient to heat than European chocolates by a factor of 2 degrees

Ironically,

the chocolate market has grown recently because smaller retailers have stuffed fridges and coolers supplied by the cola companies Coke and Pepsi with chocolates

Nestle and Cadbury have tried to provide loans for retailers to buy fridges,

but to hold down power costs the shopkeepers switch off the fridges at night

As a result the cocoa fat melts and migrates to the main body of the chocolate bar

When the cooling is switched on in the morning,

the cocoa fat solidifies and turns white,

un-sellable white on black form

Nestle tried to provide fridges with see-through doors,

but was appalled to see its chocolates sandwiched between dead chicken,

Small coolers were provided to retailers to keep the chocolate from melting,

but that didn't quite do the trick

Electricity costs money and is not provided in a uniform way,

so on and off the electricity goes and the product may suffer

RAW MATERIALS Cocoa is the key raw material and accounts for around 35% of the total material cost (including packaging) of chocolates

The price of cocoa has been hitting a new high of late

TRANSPORTATION Chocolate needs to be distributed directly,

Building such a direct network in rural areas is a daunting task since the infrastructure is poor in India in rural areas

THREAT FROM IMPORTED BRANDS Free availability of imported brands bought through illegal routes pose a threat to the domestic chocolate industry

Usually,

these imported chocolates taste better than domestic chocolate due to recipe difference

Hence consumers who are willing to spend a little more,

prefer these imported chocolates

However,

which come through official channels,

do not pose a threat to the market,

as these cater to a small niche market

However there is a lot of dumping from neighbouring countries like Dubai,

etc of inferior brand of imported chocolates

These are not only of low quality,

but are brought very near to their expiry dates

Most of the cheap chocolate brands that are available do not meet Indian Food Regulations

EXTERNAL FACTORS AFFECTING GROWTH OF CHOCOLATE INDUSTRY IN INDIA • Good monsoon ensures adequate availability of raw materials,

which are mainly agricultural in nature

Raw material prices have significant influence on margins

• Government policies in terms of licensing,

movement of agricultural commodities etc

also affect the introduction of products,

time lag for a product launches,

etc all influence the business

• Market growth driven by overall economic growth and urbanization also contributes

An overall booming economy will consume tonnes of chocolates because consumer spending increases

the absolute number of consumers in middle class & upper middle class increases

• Rupee depreciation improves export realizations

however it also makes import of raw material (esp

PRODUCT KNOWLEDGE

A brief idea about all the products that Cadbury India Ltd

manufactures in different categories (Chocolate,

For better understanding of products,

This gave me a better idea about different SKUs that Cadbury India Ltd

Brands include:

Cadbury Dairy Milk (CDM): It is one of the oldest (since 1905) and popular chocolate brands the world over,

this product came in India in the year 1948

There are various variants of the product and they are as follows: Roast Almond (RA),

Fruit and Nut (FN),

Crackle (CR),

CDM is undisputed market leader in India with nearly 35% market share

There are few variants of 5 – Star and they are as follows: Fruit and Nut,

Crunchy and Wafer Construct and Cadbury Perk targeted the casual snacking space that was primarily dominated by chips and wafers

Perk: Cadbury launched its new offering that was Cadbury Perk in year 1996

With its light chocolate and wafer construct Cadbury Perk targeted the capsule snacking space that was previously dominated primarily by chips and wafers

Cadbury Dairy Milk Silk: Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades

but there was room for a more premium entrant in the category

And enter CDM Silk

Most CDM lovers thought that nothing could taste better,

but CDM Silk came as a welcome surprise

Its dome shaped cubes pack more chocolate and hence provide a superior eat experience

Launched in January 2010,

with a tantalizing taste that tempts the taste buds,

CDM Silk delivered an exquisite chocolate eating experience in the Indian market

Cadbury Oreo: Launched in India in March 20 the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912

That original formula was so perfect that it has hardly been modified since

Each year more than 7

1 biscuit

Paired with a glass of milk,

Children across the world teach their parents the fun way to eat Oreo – twisting the biscuit open,

and then dunking the biscuit in milk

It‟s no wonder then,

come together over this tasty snack

Oreo facts:  

The design on every Oreo biscuit consists of 12 flowers,

Because everybody twists,

licks and dunks their Oreo‟s,

somebody actually invented a Biscuit Dunker,

designed to keep your fingers from getting wet when you dunk your Oreo Biscuit into the glass of milk

The first Oreo biscuit was sold in 1912

If every Oreo Biscuit ever made were stacked on top of each other,

the pile would reach to the moon and back more than five times

with women twisting them open more often than men

If all the Oreo biscuits ever made were placed side-by-side,

they would encircle the earth 381 times at the equator

The crème filling used in Oreo biscuits in one year could ice all the wedding cakes served in the United States for two years

! That's 4,724,000 three-tier wedding cakes

Oreo is sold in over a 100 countries and is the best- selling biscuit of the 21st Century

Approximately 25 billion Oreos are eaten per year

(That‟s about 70 million per day,

Tang: The world‟s favourite powdered beverage –Tang,

is now available in India the delicious and refreshing flavours of Orange,

Lemon & Mango

Launched in March 20,

the combination of yummy taste and micronutrients such as Iron,

Vitamin A B & C makes it a favourite with moms

At an affordable price,

mothers are able to make a deliciously refreshing,

nutritious and convenient drink for their kids

One of our power brands in India,

Tang is right on trend as it delivers a winning bundle for consumers

nutrition and great fruit taste

Sold in more than 30 countries,

is the latest brand from the Kraft Foods portfolio to enter the “billion dollar” brands club

Advertising: In 20,

Tang launched its first advertising campaign in India

Directed at mothers,

who continuously strive to create a fun and exciting atmosphere to bring out the best in their child,

the campaign is aimed at bringing forth the innate creativity,

talent and enthusiasm in every child

`Aaja Rang De‟- the campaign‟s central thought,

is a lyrical and visual manifestation of adding zest and colour to a child‟s life

Facts about Tang:   

Tang is Kraft Foods‟ 12th brand to soar past the $1 billion mark in annual revenues globally

Tang is one of the 10 power brands within Kraft Foods Developing Markets business

At more than three times the size of its nearest competitor (Euro monitor 2010),

Tang quenched the world‟s thirst with more than 20 billion servings in 2010 across 90 countries

Halls (Mint): Halls was first launched in India in 1968 and soon established itself as a „therapeutic‟ candy competing in the cough lozenge market

Halls came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery

Halls has had a colourful advertising history in India and was in fact,

one of the earliest brands to advertise on television in India

In the 1980‟s,

ads featuring Meenakshi Sheshadri and later,

Vijeta Pandit on its unique „vapour action‟ formula with a classic Halls Jingle were aired which established the brand firmly in the market

In the 90‟s,

Halls advertising adopted a different take with its „Traffic Jam‟ advertising where Halls restores order to a situation of chaos

The early 2000‟s saw Halls advertising on the „refreshment‟ platform

Over the years Halls has been strongly positioned on the `soothes sore throat‟ benefit in the consumers mind

Halls continues to be one of the leading mint brands in India even in the changed competitive context

Our Advertising In 2008 Halls was re- launched with an improved product,

packaging and refreshed communication highlighting the brand benefit of `Intense Cooling‟ and positioning the brand as a cooling candy

The Airplane TVC featuring Vinay Pathak went on to become one of the most recalled commercials in 2008 and firmly positioned the brand with the benefit of `Thandi Saans Ka Blast‟ Halls introduced a new Lime Menthol Flavour along with the `Polar Bear‟ TVC on air in 2009

The Polar Bear commercial has gone on to find appeal & engagement amongst all age groups and strongly positions Halls as the ultimate cooling candy

along with the hugely successful Lime Menthol flavour has helped re-store market leadership status to the brand since 2010

Bubbaloo (Gum): Bubbaloo took its first steps in the international confectionery market in the year 1984

With its launch in the Indian market in 2007,

the definition of bubble gum underwent a juicy change

! Bubbaloo is synonymous with flavoured fun in bubble gums

! Bubbaloo stands out because of its unique flavoured liquid filling

There is a Bubbaloo for everyone,

and that is why bubble gum fans will continue loving it for years to come

! Advertising In December 2010,

Bubbaloo launched `Decision Gum‟,

an innovative new product that helps one Make Decisions

when someone else is making them for you,

! Enter Bubbaloo‟s cool new Decision Gum

A unique variant of Bubbaloo‟s Cool Mint flavour,

the Decision Gum colours your tongue red or green

In a moment of indecision,

pop in the Decision Gum and take the decision into your own hands- if it is a green,

it‟s a yes and a red tongue means a no go

Targeted at teenagers,

the Decision Gum marks Bubbaloo‟s continuous efforts to up-age the target audience

This new innovation is supported with a campaign that tells the story of every teen‟s live – indecision

And how Bubbaloo‟s Decision Gum helps solve the dilemma in the mind of our teen protagonist

when the bubble gum brand launched Bubbaloo Cool Mint,

the mint flavoured bubble gum Bubbaloo Cool Mint went on to become a rage with teenagers

Bournvita & Bournvita Li'lChamps: Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development

Launched in 1948,

Cadbury Bournvita has continuously re-invented itself in terms of product,

The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years

The brand has been an enduring symbol of mental and physical health ever since it was launched

This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings

It is hardly surprising then,

that Bournvita enjoys a major presence in the Malt Food market

It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children

However,

children always look out for the tastiest option to make their daily dose of milk more enjoyable

Cadbury offers two options to capture this appeal: Cadbury Bournvita,

with its popular chocolate taste,

Cadbury Bournvita 5 Star Magic,

leveraging the rich chocolate and caramel flavour of Cadbury 5 Star

Our Advertising: “Tayyari jeet ki

!” (Preparing to win) Today‟s world is an increasingly competitive place for children

They aren‟t just expected to do better,

Keeping this in mind,

Cadbury launched the new Bournvita in 2010 and launched a new campaign “Tayyari jeet ki

!” (Preparing to win) Cadbury Launched in 2008,

Bournvita Li'l Champs is a milk additive product

It has been specially formulated with scientifically proven ingredients like DHA & Whey protein,

making it ideal for children between the formative years of 2 to 5 yrs

Gems & Gems Surprise: Cadbury is known to make chocolates with a difference and Gems is yet another unique offering

What makes Gems different is the way the chocolate has been designed

a little button of chocolate covered with colourful candy shell with attractive packaging

Quite predictably,

Gems became a big hit given its unique taste and shape

Having grown up with the brand,

a lot of teens and adults consume Gems as well

Cadbury in order to counter Kinder Joy,

an international product from the Ferrero range launched Gems Surprise

It contains Gems on one side and toy on the other side in a plastic ball

The product is priced at Rs 30 in order to beat its competing product Kinder Joy

Advertising: After tasting success with kids,

Brand Gems decided to up-age through its communication

In 2009,

the `Rangeen Panda Ki Rangeen Pasand‟ commercial went on air highlighting the fact that Gems can add colour to otherwise routine and dull life

In this commercial,

a black & white Panda takes the colour of the Gems that is eaten signifying a change in his slow,

deliberate life into an exciting fun-filled one

The world of the coloured panda promises fun which doesn‟t exist in the otherwise routine world

Cadbury Gems is now positioned as `Rangeen Panda Ki Rangeen Pasand‟ Since 2009,

all commercials of Gems have used the colourful panda as a pneumonic and the consumers have given it a big thumbs-up

In the latest commercial,

the colourful Panda reveals his inner self beneath his colourful exterior

and it turns out to be chocolaty like Gems

Eclairs: Cadbury Éclairs has been present in India since 1971 and has remained a favourite with adults and kids alike

The credit for making éclairs goes to an English confectionary firm which devised this delicious formula in the 1960s

This tasty wonder with indulgent chocolate wrapped in soft,

chewy caramel came to Cadbury in 1971,

when Cadbury took over this confectionary firm

In 1994 the brand took on the purple and gold packaging which has been its trademark since then

The brand has remained a favourite and its franchise in India has grown manifold since then

In the year 2009,

Cadbury Éclairs was re-launched with an enriched chocolate centre

The chewy caramel was also made softer improving the product significantly

Cadbury Éclairs is also available in a pocket pack which is preferred by teenagers and heavy consumers who find the brand irresistible

Cadbury Éclairs heralded the New Year with another exciting addition to its fold

The luscious new candy contains an indulgent brownie flavour in its caramel and pure Cadbury Dairy Milk chocolate in its centre

The new addition has already become a favourite of consumers who love the great flavour and the superior chocolate gush you experience as soon as you bite into the candy

Advertising: In 2009,

Éclairs underwent a makeover

An extra gush of liquid chocolate encased in softer caramel and a brand new package ensured that Éclairs would continue to be an all time favourite

`Chocolate Ka Meetha Bomb‟ campaign was launched in order to promote the new improved Éclairs

The romanticism of this treat called Éclairs was enhanced with the `Doob Le Zara‟ campaign in 2010

Cadbury Éclairs rang in the New Year 20 with an exciting new addition – the new Cadbury Éclairs Rich Brownie priced at Rs

Cadbury Éclairs Rich Brownie packs in a smooth brownie flavour enveloped in delicious caramel

At the heart of the candy is of course a gush of Cadbury Diary Milk chocolate

Called the “Chocolate Fountain”,

Cadbury Éclairs urges consumers to enjoy the great gush of delicious chocolate that hits their taste palate every time they have an Éclairs Rich Brownie

Bournville: Hailed as Cadbury‟s answer to the emerging market of luxury chocolates,

Cadbury unveiled Bournville – the Indian formula for dark chocolate in 2009

Advertising: The creative route taken was “You don't buy a Bournville you earn it” which aptly describes it as a chocolate meant for consumers with a mature palate

The campaign has successfully built Bournville with special credentials based on its distinct rich intense taste,

quality ingredients (best Ghanaian Cocoa) and a British heritage

Toblerone: It is the legendary triangular Swiss chocolate,

is over a century-old brand and prides itself on being the only triangular chocolate in the world

It is manufactured only in one factory,

Bern Brunnen in Switzerland and exported to countries all across the world

It is the most preferred premium gifting chocolate for globe-trotters and is the No

The launch of Toblerone in India is in line with the business objective of growing and leading the premium gifting chocolate market with „Gift like no one else‟ as the brand theme

CLASSIFICATION OF RETAIL ENVIRONMENT Types of REs in Traditional Trade are as follows: High End Grocers: Grocers and General Stores which deal in grains,

oil and branded FMCG products can become HEGs

The only criteria that an outlet has to fulfil so that it comes under HEG category is,

they have to buy Cadbury products worth Rs

ft and above and with one helper along with owner and also presence of MFD with 4 facings of large packs and above

Consumer purchases monthly goods

Low End Grocers: Grocers and General Stores which are not HEGs and buy Cadbury products less than Rs

LEG stores are use for daily requirement and are typically used for top – up (emergency purchase)

Food Stores: Outlets who earn by selling food products,

are covered in food stores category

These outlets main business comes from baked products and not from FMCG groceries such as soaps,

Chemists:Outlets that are selling ethical allopathic medicines and also stocking FMCG goods like sachets,

western snacks (potato wafers) and sugary confy

Pan Kiosks:Pan Kiosks are outlets selling Pan/Bidi/gutka and also stocking some FMCG products like chocolates,

Modern Trade has 2REs: Hypermarkets and Supermarkets: Hypermarkets:Self Service outlets that satisfy all of the below requirements:

Sell food and non food items Have >= 5 checkout counters Are air conditioned Are > 20000 sq feet in area

Supermarkets (Small Super & Large Super):

These are self service outlets that have at least 1 computerized checkout counters

Supermarkets are further divided into 3 formats: Large,

Small & Basic Small Supers

feet o Small Supers are 50% of overall business to other retailers are known as wholesale stores

In the case of Cadbu ry,

if the wholesaler does comfy whole selling but does retailing mainly for chocolates (selling to consumers) in that case he/she is still a wholesaler for the comp lete business and would be enrolled as a wholesaler

New Channel Development and Institutional: NCD will cover all stores that are present in schools,

BPO‟s,

LIST OF TOP RE OUTLETS THAT I HAVE WORKED WITH

Sales Hierarchy

MAMTA TRADERS&VARITIES (HANDEWADI RD) SHRINIVASA SUPER SHOPY (H

WADI) BHAGYALAXMI SUPER MARKET

(MAGARPATTA) DINESH SUPER MARKET (MAGARPATTA) MAA DURGA SHOPY HOUSE (MAGARPATTA CITY) PANCHAM MARKET

(MAGARPATTA) PUNGLIYA ENTERPRISES

(MAGARPATTA) RAJSHREE TRADERS (MAGARPATTA) MAHALAXMI SUPER MARKET (NIBM-NR,ROYAL)) MAYUR SUPER SHOPEE

HANDEWADI RD

SURESH PATIL

HANDEWADI RD

SURESH PATIL

MAGARPATTA 2

SURESH PATIL

MAGARPATTA 2

SURESH PATIL

MAGARPATTA 2

SURESH PATIL

MAGARPATTA 2

SURESH PATIL

MAGARPATTA 2

SURESH PATIL

MAGARPATTA 2

SURESH PATIL

SURESH PATIL

SURESH PATIL

PAVAN SUPER MARKET (N

SURESH PATIL

PRAKASH SUPER SHOPEE (NIBM)

SURESH PATIL

BALAJI SUPER MARKET [WAN-JAGTAP CHOWK] BHAWANI MEDICAL

(SALUNKHE VIHAR) KRISHNA SUPER MARKET (PARMAR PARK) MAHALAXMI SUPER MARKET(WA-RAHEJA) MAMTA MEDICAL

(WANWADI)

SALUNKHE VIHAR 1

SURESH PATIL

SALUNKHE VIHAR 1

SURESH PATIL

SALUNKHE VIHAR 1

SURESH PATIL

SALUNKHE VIHAR 1

SURESH PATIL

SALUNKHE VIHAR 1

SURESH PATIL

SALUNKHE VIHAR 1

SURESH PATIL

SALUNKHE VIHAR 1

SURESH PATIL

PLAZA MEDICAL (SACRED HEART) PLAZA SUPER MARKET (WANWADI) PRINCESS NOVELTY

SALUNKHE VIHAR 1

SURESH PATIL

AGARWAL SWEETS (GADITAL)

HADAPSAR PP

SURESH PATIL

PARIHAR SWEET (GADITAL)

HADAPSAR PP

SURESH PATIL

PURABJI SUPER MARKET (HADAPSAR RD) RAMESH SUPER MARKET

HADAPSAR PP

SURESH PATIL

HADAPSAR PP

SURESH PATIL

RANVEER MEDICAL (MAGARPATTA) HARI OM SUPER MARKET

(LULLA NAGAR) MAYUR SWEETS (LULLA NAGAR)

HADAPSAR PP

SURESH PATIL

LULLA NAGAR

PRASHANT UNECHA

LULLA NAGAR

PRASHANT UNECHA

MILAN SUPER MARKET

(LULLA NAGAR) PRABHAT SUPER MKT

LULLA NAGAR

PRASHANT UNECHA

LULLA NAGAR

PRASHANT UNECHA

Sales Hierarchy

ROHIT SUPER MARKET (LULLA NAGAR) SHREE RAM SUPER MKT (LULLA-NGR) RATNADEEP SUPER MARKET (SALUNK VIHAR) ROYAL SUPER MARKET (KON)

LULLA NAGAR

PRASHANT UNECHA

LULLA NAGAR

PRASHANT UNECHA

SALUNKHE VIHAR-2

PRASHANT UNECHA

TULSI SUPER SHOPEE

KONDHWA2/KUBERA

PRASHANT UNECHA

KONDHWA2/KUBERA

PRASHANT UNECHA

PULGATE

RANJEET GADIYA

PULGATE

RANJEET GADIYA

JAWAHAR PROVISION STORE (PULGATE) NARPAT MIMI MARKET (PULGATE) MAHIMA SUPER SHOPEE (NIBM)

RANJEET GADIYA

RAJLAXMI MARKET (N

RANJEET GADIYA

RAJLAXMI SUPER SHOPEE (NIBM)

RANJEET GADIYA

UNDRI GAON

RANJEET GADIYA