Project Report On
"Identifying and tapping the opportunities for Culinary Products in Retail &
Mohammad Saqlain Sakhi
(IT and Marketing)
Submitted in Partial Fulfilment of the Requirements for the Award of the Post
Graduation Diploma in Management
Balaji Institute of Modern Management, Pune
TABLE OF CONTENTS
3. Executive Summary
Objectives Of the Study
Industry Analysis (Culinary Products in India)
5. Company Products Description with Their Medicinal and Culinary Usage.
6. Commitments Of Reitzel
7. Vision and Mission
8. SWOT Analysis
9. Personal selling
Personal Selling Theory
Steps in Personal selling
Stages of personal selling at Reitzel Srinagar
List of Hotels/ Restaurants and the Departmental Stores Visited In Srinagar
10.Analysis and Interpretation
13.Conclusions and Recommendations
14.Appendix and Bibliography
It is said that the most important single word is we and the zero important single
word is I. This is true even in today’s modern era. It is absolutely impossible for a single
individual to complete the assigned job without the help and assistance from others.
It is my greatest pleasure to acknowledge my sincere gratitude towards Mr. Vijay
Kumar (Business Head ) Reitzel India, Banglore, Mr. Awanish (Mentor) reitzel
India, for helping, guiding and making me complete the project work.
I would also like to acknowledge my sincere gratitude to the Director of my Institute Dr.
Miland Oka for allowing me to complete the project in Reitzel Group India. I take this
opportunity to express my deep gratitude to all the employees of Reitzel Group India
Last but not least, I also thank all those people whom I met in the industry during my
internship and helped me to accomplish my assignments in the most efficient and effective
Muhammad Saqlain Sakhi
This is to certify that the project report on “Identifying and tapping the opportunites
for Culinary Products in Retail & Food Services of Reitzel ” is a bonafide work done at
Reitzel Group, Srinagar and submitted by Mohammad Saqlain Sakhi in partial
fulfilment of course of Post Graduate Diploma in Management, Balaji Institute Of
Modern Management, Pune during 2012–2014. In the project duration time, the
candidate is found to be sincere and loyal towards the work and completed the project
properly in time.
3. Executive Summary
The Indian food processing industry is going through a phase where in the customer
preference is on using the global or imported products on a wider scale. This project
gave me an opportunity to study the Indian market with global perspective. Reitzel
which is a Switzerland based company started its operations from 2003 in india, which
followed in the acquisition of various Indian brands oil brands also in france like lessiure
oils. Since then the Reitzel is gorrving itself towards the top food processing brands in
india . It has been a major player in other continents like France, SA, Agelis etc for the
past decades and is now preparing itself to face the challenges of the new millennium.
This project is prepared to know the brand awareness creating the opportunities and
tapping them. This indicates it was a both a research as well as the sales project for
The project started with training/induction which included introduction to company
profile, product knowledge, and objectives of the project and revision of selling process.
As it was two months of project duration so i divided it into two phases which were
Looking for the demand of products
Generating Leads / Sales close
In the looking for the demand various hotels and restaurants along with retail chain
outlets were visited and questions regarding the purchasing of the imported goods and
products were asked. For which i got a much positive response from the hoteliers and
The second phase consisted of the generation of leads which was an important part of
the process of sales. Prior appointments were taken to meet the procurement
managers, chefs , food and beverage managers of various prospective clients.
During the meeting benefits for the customers were explained. Product description etc
was given and the samples were also dropped in for trial. And the feedback was to be
taken separately. Also the task was assigned to setup a distributor for the company in
The whole process has taught me lots of important thing which will be helpful in future
like convincing customer to share their feeling, convincing corporate to accept business
proposals and also how to carry out promotional activities in the most effective way. I
have also faced many problems and also learnt how to deal with it. Also i got to know
the total picture of the business environment how and what are the contributions of
each step of Porters 5 Forces model.
OBJECTIVES OF THE STUDY
1. Finding the need for the reitzel products in the market
Markets included following:
a. Various food services like continental restaurants etc
b. Departmental and retail stores across the area of research
c. Various 4 and 5 star hotels in the area.
2. Tapping the opportunities, which included the following
a. Generating leads
b. Meeting the chefs and purchasing managers of the various 5 star hotels etc
c. Dropping in samples.
d. At last looking for sales close.
3. Setting up of the distributors for the company which had some criteria as follows:
a. The selected distributor should be a market leader.
b. Also the unit having an experience of years in this type of supply
c. Should be having good and hustle free supply chain which includes various collection and
departing centres on specific major locations.
Industry Analysis of Culinary Products in India
The food available in India is as diverse as its culture, its racial structure, its geography and
its climate. The essence of good Indian cooking revolves around the appropriate use of
aromatic spices. The skill lies in the subtle blending of a variety of spices to enhance rather
than overwhelm the basic flavour of a particular dish. These spices are also used as
appetisers and digestives.
Besides spices, the other main ingredients of Indian cooking and Indian meals are milk
products like ghee (clarified butter) used as a cooking medium and yoghurt or dahi. Lentils
(legumes) or dals are also common across the country and regional preferences and
availability determine the actual use in a particular area. Vegetables naturally differ across
regions and with seasons. The style of cooking vegetables is dependent upon the main dish
or cereal with which they are served. Whereas the Sarson ka saag (sauteed mustard leaves)
is a perfect complement for the Makke ki Roti (maize bread) eaten in Punjab, the sambhar
(lentil) and rice of Tamil Nadu taste best eaten with deep-fried vegetables.
Although a number of religions exist in India, the two main cultures that have influenced
Indian cooking and food habits are the Hindu and the Muslim traditions. Each new wave of
settlers brought with them their own culinary practices. However, over time they adopted a
lot of specialities and cooking methods from the Indian cuisine and blended the two to
perfection. The Portuguese, the Persians and the British made important contributions to the
Indian culinary scene. It was the British who started the commercial cultivation of tea in
The Hindu vegetarian tradition is widespread in India, although many Hindus eat meat and
fish now. The Muslim tradition is most evident in the cooking of meats. Mughlai food,
kababs, rich kormas (curries) and nargisi koftas (meat-balls), the biryani (a layered rice and
meat preparation), rogan josh, and preparations from the clay oven or tandoor like tandoori
rotis and tandoori chicken are all important contributions made by the Muslim settlers in
A typical North-Indian meal would consist of chapatis or rotis (unleavened bread baked on a
griddle) or parathas (unleavened bread fried on a griddle), rice and an assortment of
accessories like dals, fried vegetables, curries, yoghurt, chutney, and pickles. For dessert one
could choose from the wide array of sweetmeats from Bengal like rasagulla, sandesh,
rasamalai and gulab-jamuns. North Indian desserts are very similar in taste as they are
derived from a milk pudding or rice base and are usually soaked in syrup. Kheer, a form of
rice pudding, shahi tukra or bread pudding and kulfi, a nutty ice-cream are other common
South Indian food is largely non-greasy, roasted and steamed. Rice is the staple diet and
forms the basis of every meal. It is usually served with sambhar, rasam (a thin soup), dry
and curried vegetables and a curd preparation called pachadi. Coconut is an important
ingredient in all South Indian food. The South Indian fast food such as dosa (rice pancakes),
idli (steamed rice cakes) and vada, which is made of fermented rice and dal, are now
popular throughout the country. The popular dishes from Kerala are appams (a rice pancake)
and thick stews. Desserts from the south include the Mysore pak and the creamy payasum.
The cuisine of Eastern India revolves primarily around fish, vegetables and rice. It is lighter
than north Indian food as little fat is used in the cooking, which relies mainly on stir-frying,
boiling and steaming. The speciality in this region is in the use of mustard and subtly-
flavoured spices. The region is famed for its variety of fish recipes, desserts and
confectionery. The festive food owes a great deal to Muslim tradition. A meal is eaten in
courses, with a progression of flavour from mild to strong in the universal order of
vegetables, fish, poultry and/or meat. Meat dishes are followed by a sweet-sour chutney,
crisp fried papad, yoghurt and desserts.
The food of Western India is incredibly varied, reflecting the diverse influences on its history.
Each state from Rajasthan to Maharashtra has distinctive culinary traditions. Rajasthan has
developed a complex cuisine relatively evenly balanced between Muslim and Hindu
vegetarian and non-vegetarian components, with an unique emphasis on game dishes.
Gujarat has a largely vegetarian population belonging mainly to the Jain faith. Its food is
based, therefore, on pulses, milk products and vegetables, accompanied by a variety of
breads. A meal begins with a sweet appetiser. Maharashtra blends of elements from
northern and southern India. Mumbai and Goa both have evolved a cosmopolitan table
owing to the variety of international influnces on their culture. Mumbai calls its own the
distinctive Zoroastrian tradition of its Parsi community as well as the Irani Muslim strain. It
also has a highly developed and popular fast-food tradition which is both nutritious and
tasty. Goan food blends Portuguese tradition with the food habits of the Konkan coast.
An Indian meal is usually rounded off with the paan or betel leaf which holds an assortment
of digestive spices like lime paste, aniseed, cloves, areca nut, and cardamom.
Indian drinks are generally non-alcoholic fruit juice or yoghurt based cocktails, called
"sharbat" or "lassi" respectively. Ingredients usually added include mint, almonds, pistachios,
cashews, cardamom, saffron and a large variety of aromatic herbs and spices. Indigenous
alcoholic drinks include coconut palm toddy from south and eastern India and the Goan
liquor "Feni" based on coconut palm juice or cashew nut. There are also mild fruit wines and
an unique, fiery liqueur made from the betel leaf. India has recently begun making and
marketing excellent white and sparkling wines based on muscatel and pinot noir grapes
grown in western and southern India. Most of the output is exported. India also makes all
varieties of spirits and beer of European invention.
In this culinary tour of India, we hope to introduce you to the culinary tradition of the States
and Union Territories of each of the four great regions of India, guide you step by step
through the preparation of an authentic meal from each state, list as many authentic and
tested recipes as possible and, finally, give pointers on combining dishes from various
regions in a table that truly reflects the infinite diversity of the Indian kitchen. All good tours
take time to develop, so this page will be continually under construction until the journey is
complete. Bon appetite!
Although Indian cuisine uses an extensive variety of herbs, spices and ingredients, most
recipes can be made with a core group of commodities, listed below. Where fresh
ingredients are not available, dry powders can usually be substituted.
THE BASIC INDIAN SPICE RACK
• Turmeric Cumminseed
• Corianderseed Paprika powder
• Coconut (fresh grated or desiccated powder) Bay Leaf-dried
• Black mustardseed Fennel seed
• Fenugreek seed Thyme
• Cardamom -small green Cardamom - black
• Cinnamon -sticks Cloves
• Ginger-fresh or powdered Garlic - fresh or flakes
• Curry Leaves (used in south India) Fresh coriander leaf
• Garam Masala
- a combination of cloves, cardamom, cinnamon and black pepper that can be used whole
or in powdered form.
• Basmati Rice
- a long-grain aromatic rice grown only in the foothills of northern India that is
indispensable for Indian rice dishes.
- a cooking fat made by reheating pure, unsalted butter or whipped full-cream natural
yoghurt until the clear fat separates from the residual sediment.
THE NEXT STAGE
• Fresh mint leaf Gram Flour
• Tamarind paste Brown mustardseed
• Poppyseed Caraway seeds
• Nutmeg Mace
• Asafoetida Saffron
• "Pans Phoran" (five-spice mix)
one teaspoon of a mixture of equal amounts of seeds of fenugreek, nigella, celery, mustard
and fennel. Used in eastern India.
• Mustard oil
- indispensable for fish recipes of eastern India.
• Coconut Oil
- recommended for recipes from southern India.
Reitzel is a family-owned company that was successively managed by Hugo Reitzel, the
founder, Franz and Charles Reitzel, his sons, and then Joseph Poupon until 1986. Since then,
the company has been run by Bernard Poupon. The Reitzel and Poupon families are majority
shareholders. Pierre B. Darmon joined Bernard Poupon to manage the company in 1987.
1909 Hugo Reitzel founds the company Reitzel in Aigle, Switzerland. It specialises in
1973 Joseph Poupon acquires a share of Reitzel’s capital. He becomes Managing
1986 Bernard Poupon takes over the General Management of "Reitzel Frères" in Aigle
and Philippe Reitzel becomes Chairman.
1987 Pierre B. Darmon joins Bernard Poupon to create the PRI (Poupon Reitzel
1990 Acquisition of a stake in the company Zey-Tur-San in Turkey.
1995 Acquisition of Conserveries Bésiers in Castelsarrasin, France.
2000 Acquisition of the company Briand in Bourré, Loir-et-Cher, France. Creation of a
quality control office in Bangalore, India.
2003 Creation of Reitzel India.
2005 Commissioning of our factory in India.
Renovation of the Reitzel Suisse vinegar factory in Aigle.
Acquisition of Misrachi International in Marseille, which later becomes Reitzel
2006 Purchase of the Jardin d’Orante (flavoured olive oils) and Oli (olive oil) brands
2009 Hundredth anniversary of Reitzel (Suisse) SA
2010 Launch of the www.jardindorante.fr and www.hugoreitzel.com online shops
2011 Reitzel International is transferred from Marseille to Aigle.
2012 Acquisition of the company Christ, in Connerré, France, specialized in ready-made
dishes, gherkins and vegetables.
Nearly one hundred years ago, in Switzerland,Mr Hugo Reitzel founded a company
specialized in “overseas commodities”. The Hugo Reitzel brand is today’s premium and
modern expression of that unique expertise. Discovering, selecting and creating some of the
world’s finest condiment specialties is our mission.
Hugo Reitzel offers a full range of the highest quality condiments, mustards, oils and
dressings. A creator by vocation, Hugo Reitzel constantly introduces new specialties, driving
the market towards more innovation and even higher standards of quality and customer
satisfaction. Hugo Reitzel is simply committed to delivering the best.
We select and harvest our raw materials with utmost care and apply the strictest quality and
traceability standards, from the field to the store shelf. We have developed organic products
for some of our ranges (for example oils and dressings).
We carefully monitor good agricultural and social practices with farmers, suppliers and in our
Lastly, we engage all the marketing effort it takes to ensure the best possible response in
today’s demanding international consumer good markets.
5. Reitzel Products Description With Their Medicinal and Culinary Usage
A gherkin is a small early cucumber that is pickled. Gherkin is derived from the Dutch word
gurkkijn and pickle is from the Dutch pickel. American gherkins are between 1 - 3 inches (3 -
8 cm) in length, while American dill pickles can be twice as long.
The West Indian gherkin, or Burr gherkin, must be picked at 1.5 inches (4 cm) long or less
because if it is any larger, it will usually have an unpleasant and bitter taste. The West
Indian gherkin was native to West Africa before being brought to the West Indies. Some
people like to add horseradish root to the Burr gherkin for extra crispness. However,
gherkins are generally crisper than dill pickles.
Gherkin is a term generally used to refer to a savory pickled cucumber, particularly in the
UK and Europe. Gherkins and commercial cucumbers belong to the same species (Cucumis
sativus), but are from different cultivar groups.
They are usually picked when 4 to 8 cm (1 to 3 in) in length and pickled in jars or cans with
vinegar (often flavored with herbs, particularly dill; hence, "dill pickle") or brine.
Gherkins are traditionally served cold, as cooked gherkins lose their intense flavor rapidly.
Pickled gherkins are served to accompany other foods, often in sandwiches. They are
historically associated with Central European and, occasionally, Eastern European cuisine,
but are now found more widely. Sometimes also called a cornichon (the French word for
gherkin), they have historically also been called horned cucumbers, crumplings, and
guerkins. The gherkins sold in pickle mixtures are not C. anguria but rather are small
pickled immature fruits of cultivars of the cucumber (C. sativus). A true gherkin has
palmately lobed leaves with toothed edges, small flowers, and furrowed, prickly fruits about
five centimetres (two inches) long that are borne on crooked stalks. Although its fruit is also
pickled, the plant is frequently grown only as a curiosity. A gherkin is known in London as a
wally and a pickled gherkin is known as a pickled wally.
Gherkins can be prepared in a variety of ways. They can be used as a whole, after being
preserved in vinegar or acetic acid, which enhances the flavor. They can also be sliced
longitudinally, and consumed after adding pepper and salt, along with other spices of the
user’s choice to it. It makes a very tasty treat. Other culinary usages are:
1. They can be chopped into small pieces, or cut into matchstick like structures. The latter is
very commonly used in many Oriental cuisines.
2. They are widely used to make almost all types of salads, ranging from vegetable salads to
chicken salads. They also find their use in soups, particularly vegetable soups.
3. Gherkin pickles are very commonly used. They are usually soaked in honey or some sugary
syrup. This makes it an awesome dessert.
4. They can also be fried deeply, which is very commonly done in China. It makes an excellent
After the gherkins have been bought from the market, they need to be stored properly, as
like most other vegetables they tend to lose their freshness very easily. They are usually
stored by putting them inside glass bottles filled with vinegar or acetic acid. This is then
refrigerated. Though it remains fresh for about a week or so, you should consume it as soon
as possible, as it starts losing its freshness.
Gherkins have a large number of medicinal values, just like the cucumber. Some of them are
1. It is rich in fiber. Fiber is very important for our body, as it helps to clean the digestive tract
and also plays a prime part in the smooth functioning of the digestive system. Fiber is
lacking in most of the food items in a normal American diet, and thus gherkins help to make
up for this lack.
2. Gherkins have a high percentage of water. It thus serves as a cool refreshment. It prevents
your body from getting dehydrated, and supplies water to your body, which is vital for
3. It makes your skin glow. It also helps to alleviate any skin inflammations.
4. Gherkins have a rich content of ascorbic acid, which is one of the richest natural sources of
Vitamin C. It also contains caffeic acid, which reduces swellings on the skin and also other
5. Gherkins have a high content of minerals, including Calcium, potassium, magnesium and
silica. Potassium and Magnesium helps in the lowering of your blood pressure. Thus it is
advised for high blood pressure patients. Calcium makes your bones and teeth stronger.
Silica plays a vital role in the cure of muscle disorders. It also helps in the effective
functioning of all types of connective tissues, including tendons, ligaments and muscles.
6. The juice extracted from this fruit serves as a very cool and refreshing drink, and also is a
rich reservoir of minerals and vitamins.
7. It is rich in various vitamins, which helps in making your immune system stronger and allows
you to fight against many types of diseases.
The jalapeño or jalapeno ( /ˌhæləˈpiːnjoʊ/ or /ˌhæləˈpeɪnjoʊ/, Spanish: [xalaˈpeɲo])
is a medium-sized chilli pepper. A mature jalapeño fruit is 2–3½ inches (5–9 cm) long and is
commonly picked and consumed while still green, but occasionally it is allowed to fully ripen
and turn crimson red. It is a cultivar of the species Capsicum annum originating in Mexico,
which is a bush that grows 2–4 feet (60–120 cm) tall. It is named after Xalapa, Veracruz,
where it was traditionally cultivated. About 160 square kilometres (40,000 acres) are
dedicated for the cultivation in Mexico, primarily in the Papaloapan river basin in the north of
the state of Veracruz and in the Delicias, Chihuahua, area. Jalapeños are cultivated on
smaller scales in Jalisco, Nayarit, Sonora, Sinaloa, and Chiapas. Jalapeno juice is often used
as a remedy for seasonal allergies and cardiovascular problems.
Pickled jalapeños, sliced or whole, are often served hot or cold on top of nachos, which are
tortilla chips with melted cheese on top, a traditional Tex-Mex dish
Chipotles are smoked, ripe jalapeños.
Jalapeño jelly can be prepared using jellying methods.
Jalapeño peppers are often muddled and served in mixed drinks.
Jalapeño poppers, also called armadillo eggs, are an appetizer; jalapeños are stuffed with
cheese, usually cheddar or cream cheese, breaded or wrapped in bacon, and cooked.
Jalapeño peppers wrapped in crescent rolls
Stuffed jalapeños are hollowed out fresh jalapeños (served cooked or raw) that are stuffed,
often with a mix containing seafood, meat, poultry, and/or cheese.
Chile’s toreadors are fresh jalapeños that are sauteed in oil until the skin is blistered all over.
They are sometimes served with melted cheese on top.
Texas toothpicks are jalapeños and onions shaved into straws, lightly breaded, and deep
Chopped jalapeños are a common ingredient in many salsas and chillies
Jalapeno slices are commonly served in Vietnamese Pho
Definition: Jalapeño peppers are medium-sized chili peppers with a mild to moderate
amount of heat.
One of the most common chilli peppers, jalapeños are green when picked and are usually
used while green. But jalapeños will turn red as they ripen both on the plant and after
they've been picked. They can be eaten when red, too. They're no hotter when red, but their
flavour is somewhat fruitier and less grassy.
Like most hot peppers, jalapeños vary in heat based on all kinds of factors, including the
amount of sunlight, the pH level of the soil in which they grew, and others. Jalapeño peppers
register between 2,500 and 8,000 Scoville heat units on the Scoville Scale.
Because they are relatively mild, Jalapeño peppers can be eaten whole. Jalapeños stuffed
with cheese, breaded and deep-fried are a popular appetizer. Jalapeños can also be pickled
and served as a condiment. In addition, jalapeños are widely used in making salsas, sauces,
and bottled hot sauces.
Jalapeño peppers can be dried and smoked, in which case they are called Chipotles. Chipotle
chilis can be ground and used as a spice.
Pronounced “hah-lah-PEH-nyoh”, these little peppers pack a punch! They’re great pickled,
sliced, fried, and especially stuffed! They’re versatility is endless. They can be used
traditionally, by spicing up cornbread or pico de gallo, or paired with other, more
unconventional flavors, like cream cheese or even peanut butter!
Store peppers in the vegetable crisper of your refrigerator. They’re best when used within 5
days of harvesting, but it really is hard to know these days when your pepper was picked. If
you want your peppers dried (to crumble or grind), attach a string to their stem and hang
them in a dark place. Another fun way to store peppers is to pickle them. Peter Piper had it
right—these things are delicious! Remember, the seeds and veins are the hottest part of the
pepper, so it’s easy to reduce the heat by removing these two things before using the
A single jalapeno plant will generally produce about 25-30 peppers per season.
Definition: In the culinary arts, capers are the immature flower buds of the caper bush
(Capparis spinosa), which grows in Mediterranean regions.
Capers are generally pickled and are used in a number of Italian recipes such as chicken
piccata, veal piccata and pasta puttanesca. Sometimes capers are cured by salting rather
than pickling. Cooking with capers is a matter of balancing their tangy, briny, pickly flavor
against some sort of smooth, buttery or velvety flavors and textures.
Capers are also widely used in sauce making, in salads, as a condiment or as a flavorful
garnish. Capers are frequently used in conjunction with lemons. They pair well with salmon,
especially smoked salmon.
Capers substitute: Because capers have such a strong briny taste, you could try using
finely diced green olives instead.
Pickled capers in a jar
The salted and pickled caper bud (also called simply capers) is often used as a seasoning or
garnish. Capers are a common ingredient in Mediterranean cuisine, especially Cypriot, Italian
and Maltese. The mature fruit of the caper shrub are also prepared similarly, and marketed
as caper berries.
The buds, when ready to pick, are a dark olive green and about the size of a fresh kernel of
corn. They are picked, then pickled in salt, or a salt and vinegar solution, and drained.
Intense flavor is developed as mustard oil (glucocapparin) is released from each caper bud.
This enzymatic reaction also leads to the formation of rutin often seen as crystallized white
spots on the surfaces of individual caper buds.
Capers are a distinctive ingredient in Italian cuisine, especially in Sicilian and southern Italian
cooking. They are commonly used in salads, pasta salads, meat dishes and pasta sauces.
Examples of uses in Italian cuisine are chicken piccata and spaghetti alla puttanesca.
Capers are also known for being one of the ingredients of tartar sauce. They are also often
served with cold smoked salmon or cured salmon dishes (especially lox and cream cheese).
Capers are also sometimes substituted for olives to garnish a martini.
Capers are categorized and sold by their size, defined as follows, with the smallest sizes
being the most desirable: Non-pareil (up to 7 mm), surfines (7–8 mm), capucines (8–9 mm),
capotes (9–11 mm), fines (11–13 mm), and grusas (14+ mm). If the caper bud is not
picked, it flowers and produces a fruit called a caper berry. The fruit can be pickled and then
served as a Greek mezze.
Dried caper leaves are also used as a substitute for rennet in the manufacturing of high-
Vinegar is a liquid consisting mainly of acetic acid (CH3CO2H) and water. The acetic acid is
produced by the fermentation of ethanol by acetic acid bacteria. Vinegar is now mainly used
as a cooking ingredient, but historically, as the most easily available mild acid, it had a great
variety of industrial, medical, and domestic uses, some of which (such as a general
household cleanser) are still promoted today.
Commercial vinegar is produced either by fast or slow fermentation processes. In general,
slow methods are used with traditional vinegars, and fermentation proceeds slowly over the
course of weeks or months. The longer fermentation period allows for the accumulation of a
nontoxic slime composed of acetic acid bacteria. Fast methods add mother of vinegar
(i.e., bacterial culture) to the source liquid before adding air using a venturi pump system or
a turbine to promote oxygenation to obtain the fastest fermentation. In fast production
processes, vinegar may be produced in a period ranging from 20 hours to three days
Apple cider vinegar, otherwise known simply as cider vinegar or ACV, is made
from cider or apple must, and has a brownish-gold color. It often is sold unfiltered and
unpasteurized with the mother of vinegar present, as a natural product. Because of its
acidity, apple cider vinegar may be very harsh, even burning, to the throat. If taken straight
(as opposed to used in cooking), it can be diluted (e.g., with fruit juice or water) before
drinking. It is also sometimes sweetened with sugar or honey. The pH of apple cider
vinegar is typically between pH 4.25 and 5.00 if undiluted
Balsamic vinegar is an aromatic, aged type of vinegar traditionally crafted in
the Modena and Reggio Emilia provinces of Italy from the concentrated juice, or must, of
white grapes (typically of theTrebbiano variety). It is very dark brown in color, and its flavor
is rich, sweet, and complex, with the finest grades being the product of years of aging in a
successive number of casks made of various types of wood (including oak, mulberry,
chestnut, cherry, juniper, ash, and acacia). Originally a product available to only the Italian
upper classes, a cheaper form of balsamic vinegar became widely known and available
around the world in the late 20th century. True balsamic vinegar (which has Protected
Designation of Origin status) is aged for 12 to 25 years. Balsamic vinegars that have been
aged for up to 100 years are available, though they are usually very expensive. The
commercial balsamic sold in supermarkets is typically made with concentrated grape juice
mixed with a strong vinegar, which is laced with caramel and sugar. Regardless of how it is
produced, balsamic vinegar must be made from a grape product.
Balsamic vinegar has a high acidity level, but the tart flavor is usually hidden by the
sweetness of the other ingredients, making it very mellow
Vinegar made from beer is produced in the United Kingdom, Germany, Austria, and the
Netherlands. Although its flavor depends on the particular type of beer from which it is
made, it is often described as having a malty taste. That produced in Bavaria is a light
golden color with a very sharp and not-overly-complex flavor
Cane vinegar, made from sugarcane juice, is most popular in the Philippines, in particular,
the Ilocos Region of the northern Philippines (where it is called sukang iloko), although it
also is produced in France and the United States. It ranges from dark yellow to golden brown
in color, and has a mellow flavor, similar in some respects to rice vinegar, though with a
somewhat "fresher" taste. Because it contains no residual sugar, it is no sweeter than any
other vinegar. In the Philippines, it often is labeled as sukang maasim (Tagalog for "sour
Cane vinegars from Ilocos are made in two different ways. One way is to simply place sugar
cane juice in large jars and it will directly become sour by the direct action of bacteria on the
sugar. The other way is through fermentation to produce a local wine known as 'basi'. Low
quality 'basi' is then allowed to undergo acetic acid fermentation that converts alcohol into
acetic acid. Contaminated 'basi' also become vinegar.
Coconut vinegar, made from fermented coconut water, is used extensively in Southeast
Asian cuisine (particularly in the Philippines and Sri Lanka, major producers, where it is
called suka ng niyog or vinakiri), as well as in some cuisines of India, especially Goan cuisine.
A cloudy white liquid, it has a particularly sharp, acidic taste with a slightly yeasty note
The term "distilled vinegar" is somewhat of a misnomer, because it is not produced by the
distillation of vinegar, but rather, by the fermentation of distilled alcohol. The fermentate is
then diluted to produce a colorless solution of about 5% to 8% acetic acid in water, with a
pH of about 2.4. This is variously known as distilled spirit or "virgin" vinegar, or white
vinegar, and is used for medicinal, laboratory, and cleaning purposes, as well as in cooking,
baking, meat preservation, and pickling. The most common starting material in some
regions, because of its low cost, is malt. In the United States, corn (maize) is the usual
starting ingredient for most distilled vinegars, such as Heinz
Olive oil is a fat obtained from the olive (the fruit of Olea europaea; family Oleaceae), a
traditional tree crop of the Mediterranean Basin. The oil is produced by grinding whole olives
and extracting the oil by mechanical or chemical means. It is commonly used
in cooking, cosmetics,pharmaceuticals, and soaps and as a fuel for traditional oil lamps. Olive
oil is used throughout the world, but especially in the Mediterraneancountries and, in
particular, in Greece where the largest consumption per person can be found.
Olive oil is produced by grinding olives and extracting the oil by mechanical or chemical
means. Green olives usually produce more bitter oil, and overripe olives can produce oil that
is rancid, so for good extra virgin olive oil care is taken to make sure the olives are perfectly
ripened. The process is generally as follows:
1. The olives are ground into paste using large millstones (traditional method) or steel drums
2. If ground with mill stones, the olive paste generally stays under the stones for 30 to 40
minutes. A shorter grinding process may result in a more raw paste that produces less oil
and has a less ripe taste, a longer process may increase oxidation of the paste and reduce
the flavor. After grinding, the olive paste is spread on fiber disks, which are stacked on top
of each other in a column, then placed into the press. Pressure is then applied onto the
column to separate the vegetal liquid from the paste. This liquid still contains a significant
amount of water. Traditionally the oil was shed from the water by gravity (oil is less dense
than water). This very slow separation process has been replaced by centrifugation, which is
much faster and more thorough. The centrifuges have one exit for the (heavier) watery part
and one for the oil. Olive oil should not contain significant traces of vegetal water as this
accelerates the process of organic degeneration by microorganisms. The separation in
smaller oil mills is not always perfect, thus sometimes a small watery deposit containing
organic particles can be found at the bottom of oil bottles.
3. In modern steel drum mills the grinding process takes about 20 minutes. After grinding, the
paste is stirred slowly for another 20 to 30 minutes in a particular container (malaxation),
where the microscopic oil drops unite into bigger drops, which facilitates the mechanical
extraction. The paste is then pressed by centrifugation/ the water is thereafter separated
from the oil in a second centrifugation as described before.
The oil produced by only physical (mechanical) means as described above is called virgin oil.
Extra virgin olive oil is virgin olive oil that satisfies specific high chemical and organoleptic
criteria (low free acidity, no or very little organoleptic defects).
4. Sometimes the produced oil will be filtered to eliminate remaining solid particles that may
reduce the shelf life of the product. Labels may indicate the fact that the oil has not been
filtered, suggesting a different taste. Unfiltered fresh olive oil that has a slightly cloudy
appearance is called cloudy olive oil. This form of olive oil used to be popular only among
olive oil small scale producers but is now becoming "trendy", in line with consumer's demand
for more ecological and less-processed "green" products.
The remaining paste (pomace) still contains a small quantity (about 5–10%) of oil that
cannot be extracted by further pressing, but only with chemical solvents. This is done in
specialised chemical plants, not in the oil mills. The resulting oil is not "virgin" but "pomace
oil". The term "first press", sometimes found on bottle labels, is today meaningless, as there
is no "second" press; it comes from ancient times of stone presses, when virgin oil was the
one produced by battering the olives.
The label term "cold-extraction" on extra virgin olive oils indicates that the olive grinding and
stirring was done at a temperature of maximum 25 °C (77 °F), as treatment in higher
temperatures risks decreasing the olive oils' quality (texture, taste and aroma).
Olive oil is the main cooking oil in countries surrounding the Mediterranean Sea.
Extra virgin olive oil is mostly used as a salad dressing and as an ingredient in salad
dressings. It is also used with foods to be eaten cold. If uncompromised by heat, the flavor
is stronger. It also can be used for sautéing.
The higher the temperature to which the olive oil is heated, the higher the risk of
compromising its taste. When extra virgin olive oil is heated above 210–216 °C (410–
421 °F), depending on its free fatty acid content, the unrefined particles within the oil are
burned. This leads to deteriorated taste. Also, the pronounced taste of extra virgin olive oil is
not a taste most people like to associate with their deep fried foods. Refined olive oils are
perfectly suited for deep frying foods and should be replaced after several uses.
Choosing a cold-pressed olive oil can be similar to selecting a wine. The flavour of these oils
varies considerably and a particular oil may be more suited for a particular dish. Also, people
who like lots of tannins in their red wines might prefer more bitter olive oils.
An important issue often not realized in countries that do not produce olive oil is that the
freshness makes a big difference. A very fresh oil, as available in an oil producing region,
tastes noticeably different from the older oils available elsewhere. In time, oils deteriorate
and become stale. One-year old oil may be still pleasant to the taste, but it is surely less
fragrant than fresh oil. After the first year, olive oil should be used for cooking, not for foods
to be eaten cold, like salads.
The taste of the olive oil is influenced by the varietals used to produce the oil from and by
the moment when the olives are harvested and ground (less ripe olives give more bitter and
spicy flavors, which is a positive attribute - riper olives give a sweeter sensation in the oil).
Olive oil has more uses than as food; it also works as a natural and safe lubricant, such as
lubricating the machinery that is used within the kitchen (grinders, blenders, cookware, etc.)
Mustard (or yellow sauce) is a condiment made from the seeds of a mustard plant (white or
yellow mustard, Sinapis hirta; brown or Indian mustard, Brassica juncea; or black
mustard, B. nigra). The whole, ground, cracked, or bruised mustard seeds are mixed
with water, salt,lemon juice, or other liquids, and sometimes other flavorings and spices, to
create a paste or sauce ranging in color from bright yellow to dark brown.
Commonly paired with meats and cheeses, mustard is a popular addition
to sandwiches, hamburgers, and hot dogs. It is also used as an ingredient in
many dressings, glazes, sauces, soups, and marinades; as a cream or a seed, mustard is
used in the cuisine of India, the Mediterranean, northern and southeastern
Europe, Asia, North America, and Africa, making it one of the most popular and widely used
spices and condiments in the world.
The English word "mustard" derives from the Anglo-Norman mustarde and Old
French mostarde. The first element is ultimately from Latin mustum, ("must", young wine) –
the condiment was originally prepared by making the ground seeds into a paste with must.
The second element comes also from Latin ardens, (hot, flaming). It is first attested in
English in the late 13th century, though it is found as a surname a century earlier.
Mustard is often used at the table as a condiment on meat. It is also used as an ingredient
in mayonnaise, vinaigrette, marinades, and barbecue sauce. Mustard is a popular
accompaniment to hot dogs, pretzels, and bratwurst. In the Netherlands and northern
Belgium it is commonly used to make mustard soup; which includes mustard,
cream, parsley, garlic and pieces of salted bacon. Mustard as an emulsifier can stabilize a
mixture of two or more immiscible liquids, such as oil and water. Added to Hollandaise
sauce, mustard can reduce the possibility of curdling.
Dry mustard, typically sold in cans, is used in cooking and can be mixed with water to
become prepared mustard.
Storage and shelf life
Prepared mustard is sold at retail in glass jars, plastic bottles, or metal squeeze
tubes. Because of its antibacterial properties, mustard does not require refrigeration; it will
not grow mold, mildew, or harmful bacteria. Unrefrigerated mustard will lose pungency more
quickly, and should be stored in a tightly sealed, sterilized container in a cool, dark
place. Mustard can last indefinitely, though it may dry out, lose flavor, or brown
from oxidation. Mixing in a small amount of wine or vinegar will often revitalize dried out
mustard. Some types of prepared mustard stored for a long time may separate, which can
be corrected by stirring or shaking. If stored for a long time, unrefrigerated mustard can
acquire a bitter taste
6.....COMMITMENTS OF REITZEL
All factories are certified under the BRC Food quality standard, and most are certified under
the IFS Food standard. Each factory has its own quality.
There is a group structure called QTEAM for defining common rules and disseminate good
production practices in the factories and finding solutions. Invests upstream in agriculture (in
India) to manage the entire chain (gherkins) from seeds to delivery of the finished product.
Reitzel has always preserved a ‘taste for balance’ based on three aims: satisfying the clients,
motivating employees and achieving the best possible profitability. The Reitzel ‘house’ is a
genuine community in which the stakeholders – shareholders, employees, public authorities,
NGOs, clients and suppliers – all interact with one another. They have a CSR (Corporate
Social Responsibility) strategy.
For Reitzel, innovation is a major growth strategy. Product and packaging innovations are as
a result of collaboration between marketing, development, sourcing and production teams,
and factor in current and future market trends. At Reitzel innovation is done for both the
clients' private labels and company’s own brands.
Reitzel supports humanitarian projects and has made a long-term commitment to the
Anandita and Handicap International associations. This support takes the form of donations
and sponsorships, in close collaboration with the Reitzel Group’s headquarters in Aigle.
7. Vision And Mission
To become the largest and the most profitable Indian exporter.
To establish a link between the domestic market and the food market of the world.
To build a company that is best in class in our business- be it people, process, quality or
Discovering, selecting and creating some of the world’s finest condiments.
8. SWOT Analysis
Wide range of product assortment, like in Vinegar category they have various flavours like
One of the trusted food processing companies globally.
Company awarded with various quality check awards like IFS (International Food Standards)
and Food BRC certificate which is found in very rare food companies.
Reitzel is capturing the global market share on large scale as it already has its operations in
major countries like SA, FRANCE, AGILS and many more.
An extensive retail network of owned and partnered stores enables the company to reach
out to consumers across the length and breadth of the company.
New private labels which satisfy the maximum demand of the market.
Main products are given less importance because of private labels.
Majority of population in india is still unaware of the brand namely reitzel that is why the
consumers are not able to trust the company on one go.
Less investment on the branding portion like advertising promotion etc.
Not too vast distribution channel which hampers in just in time delivery.
High criteria and policies for the channel members onto which a limited no of people agree.
Highly priced product range which causes reluctant behaviour of clients.
Sell private labels, earn good margin.
A lot of potential in the market as the current brands are not able to provide the vast
product range like reitzel has flavoured items in the product assortment.
Increasing business through reaching the main cities parts in India and abroad.
The business could also be developed internationally, building upon its strong global brand
recognition. There are many markets that have the disposable income to spend on high
value sports goods. For example, emerging markets such as China and India have a new
richer generation of consumers.
Make the new customer as customer for life.
Competitors (Tify, American garden etc) .
In some of the areas the customers are so attached to the local brands which though do not
provide them the wide range of products but their prices are very low.
Opening of the Indian market to imports has resulted in the company facing competition
from cheap imports.
Difficult to enter new markets due to different laws and policies.
9. Personal Selling
Personal selling is the most expensive form of advertising and to be effective one should use
a step by step process to gain the most benefit. Personal selling can adjust the manner in
which facts are communicated and can consider factors such as culture and behaviour in the
approach. They can ask questions to discover the specific need of the customer and can get
feedback and adjust the presentation as it progresses.
The Personal Selling Process / Steps in personal selling
The personal selling process is a consecutive series of activities conducted by the
salesperson, the lead to a prospect taking the desired action of buying a product or service
and finish with a follow-up contact to ensure purchase satisfaction.
Prospecting - the first step in the personal selling process
The process of looking for and checking leads is called prospecting or determining which
firms or individuals could become customers.
Up to 20% of a firm's customer base can be lost for reasons such as transfer, death,
retirement, takeovers, dissatisfaction with the company and competition. A steadily growing
list of qualified prospects is important for reaching the sales targets.
Qualifying a prospect: A lead is a name on a list. It only becomes a prospect if it is
determined that the person or company can benefit from the service or product offered. A
qualified prospect has a need, can benefit from the product and has the authority to make
This stage involves the collecting of as much relevant information as possible prior to the
sales presentation. The pre-approach investigation is carried out on new customers but also
on regular customers. Systematic collection of information requires a decision about
applicability, usefulness and how to organise the information for easy access and effective
The salesperson should always focus on the benefits for the customer. This is done by using
the product's features and advantages. This is known as the FAB technique (Features,
Advantages and Benefits).
Features : Refers to the physical characteristics such as size, taste etc.
Advantages : Refers to the performance provided by the physical characteristics eg it does
Benefits : Refers to the benefits for the prospect. Eg. Saves you 20% on replacement cost.
The Sales Presentation
After the prospects interest has been grasped, the sales presentation is delivered. This
involves a "persuasive vocal and visual explanation of a business proposition". It should be
done in a relaxed atmosphere to encourage the prospect to share information in order to
establish requirements. Some small talk may be necessary to reduce tension but the purpose
always remains business.
The Trial Close
The trial close is a part of the presentation and is an important step in the selling process.
Known as a temperature question - technique to establish the attitude of the prospect
towards the presentation and the product.
Objections are often indications of interest by the prospect and should not be viewed with
misgiving by salespeople. The prospect is in fact requesting additional information to help
him to justify a decision to buy. The prospect may not be fully convinced and the issues
raised are thus very important. It also assists the salesperson to establish exactly what is on
the prospect's mind.
Closing the Sale
This is the last part of the presentation. Many salespeople fear the closing of a sale. Closing
a sale is only the confirmation of an understanding. Fear will disappear if the salesperson
truly believes that the prospect will enjoy benefits after the purchase of the product.
The sale does not complete the selling process. Follow-up activities are very important and
are useful for the establishment of long-term business relationships. It is important to check
if the products have been received in good condition, to establish the customer is satisfied
Stages of Personal Selling at Reitzel Srinagar
Getting the Appointments
The pre approach , fully knowing about the client which includes what is the nature of the
business they are in? Which are their current products etc. The main purpose of pre
approach is to keep oneself fully aware about the client we are visiting.
The Approach: it should be of a kind in which there are benefits for the customers shown.
In reitzel various products had medicinal and culinary usage. So those were explained to the
prospect customer so that the customer will get ready to derive value our of the companies
The product Presentation: Benefits, Features, Size of the products are to be explained to the
client. Deep knowledge about the products and its uses is given. The business proposal
which includes all the technical terms like margins for the wholesalers and other
intermediaries are described.
The samples: if demanded the samples are shown to the client and can be dropped for use
also. In reitzel the samples are dropped to the prospect customers who then try them and
revert back with the feedback.
Clearing the doubts of the client
Closing the sale : this is a sort of end stage of the meeting in which the client agrees to the
points stated by the salesperson. In reitzel the sales close are taken very keenly because this
can earn the profits for the company in futire.
Followup/Action plan: this step is same in almost all of the companies. It depends on the
nature of the client. It is up to the client / customer when he should place the order or
sometimes they don’t. in reitzel followup and action plan was recorded on xl file and on the
date given by the customer.
List of Hotels/ Restaurants and the Departmental Stores Visited In Srinagar
1. Sizzling Bukhara
2. Daily Needs Mart
3. Hotel Grand Mumtaz
4. Hotel Ibni-Kabeer
5. Ahdoos Hotel
6. Samci Restaurant
7. Hotel New Mamta
8. Hotel Ritz
9. Hotel Nishat View
10. Pick n Choose supermart
11. Comrade Inn
12. The Residency MS MALL
13. Hotel Sterling
14. Hotel Centre Point
15. C3 Departmental Store
16. Hotel Mirage
17. Yamini's Fast Food
18. Hotel Broadway
19. Moti Mahal Restaurant
20. The Lalit Grand Palace
21. Vivanta By Taj
22. Batra Hotels
23. Hotel Royal Residency
24. Hotel Golden Finger
25. Hotel Comfort Inn
26. Hotel Dawar Heewon
27. Hotel Nehruz
28. Krimzon Manor
29. Krimzon Home Needs
30. 7/11 Departmental Store
31. Sunfresh Supermarkets
32. Stop n Shop
33. C Mart
34. Arabean Nights
36. Gulf Royal
37. Treat Restaurant
The bold entries in the list are 5 star hotels and departmental stores and who agreed to buy
the reirzel products.
10. Analysis and Interpretation
Percentage calculation of the brand awareness of reitzel in Srinagar
From the above chart it is denoted that the 58.9% of the total target sample were not aware
about the brand reitzel and the rest of the percentage which is 41.1 were knowing that there
exists a brand namely reitzel.
From this we can conclude that reitzel has to work more to create brand awareness in the
Percentage Brand Awareness
Percentage determination of the agree to purchase customers
35% of the total sample clients visited have agreed to buy reitzel products for now and
21.6% of the clients have also agreed but the will be buying in future and the remaining
43.4% of the of the customers are satisfied with the current products being used by them.
So we can say that there is enough demand for the reitzel products in the market of Srinagar
as we have got the positive response from 56.6% (35 + 21.6) of the target customers
Agreed To Buy
Future Purchasing Plans
Satisfied with the current
How Do You Rate The Reitzel Products Being Used?
From the above pie chart it is clear that the customers who have used the reitzel products,
76.5% of them have rated the products as excellent in quality and 10% rated as very good.
Also .7% rated as good which means more than 80% of the customers have shown the
positive response. Hence the reitzel products can be trusted for quality.
What all Brands Do you Use Presently
The above chart tells us about the market share percentage of the different brands currently
in the market. This Implies that the 40 % of the customers use the brand called as Kanwal in
Srinagar, hence it’s the competitor of the reitzel having only 7 % market share in the area.
Market Share and Competetor
It was a great opportunity for me to do internship in such an esteemed organization which is
one of the fastest growing food processing industries globally. The organization has its own
culture and the day one a trainee would be motivated to work in a culture of reitzel.
I had great experience learning in the organization. It was a hardcore field work given to me
which added positive things to my personality. Few basic learning’s are as follows:
Various customer behaviour
Motivating customers so that meeting ends in sales close
Handling price conscious customers
Product branding and marketing
Distributorship management etc
The study in Reitzel India helped me to learn lot of new things. Helped me in knowing why
the concepts well and how best this can be used in making decisions. I was able to learn a
lot more things like being patient. This experience made improve my relationship in my life
also. Few new contacts added to my life.
In reitzel india I was able to get an overall overview of the working of a company which
included following things:
How a product reaches to the final customer, various stages.
Distributor channel which should have some main depots at prime locations from where the
next party in supply chain moves the product to the next consumer to meet the demand.
Importance of samples.
Various low investment marketing techniques and strategies to be used.
Identifying a prospect customer etc
The project gave me an insight of how cost is been controlled and managed at Reitzel India
and functioning of the organization and specially the commercial department.
Over all it was a great experience full of adventures in the field of marketing which I could
relate to various marketing concepts which many books tell us. Applying those concepts in
the field helped me a lot.
Research methodology is the process of the systematic gathering, recording and
analysis of data collected by various techniques to access the response and accordingly
prepare a report based on which reader opinion toward products can be analyzed.
Following order of steps to be taken provide useful guidelines regarding the research
Sampling is one of the most fundamental concepts underlying any research work.
Most research studies attempt to make generalization or draw inference regarding the
population. Based on their study of a part of the population that is the sample. The sample
data enables the researchers to correctly estimate the population parameters. While doing
sampling I considered Srinagar region.
Methods of Data collection:-
There are two methods of data collection
1) Primary data
2) Secondary data
Primary data are those which are collected fresh and for the first time, thus happen to
be original character.
Both questionnaire and scheduled method are used for Primary data collection from
the 3+, 4+ and 5 Star hotels and premium restaurants located in Srinagar district
Secondary data are those which have already been collected by somebody else and
which have already been passed through statistical process
For the research have taken secondary data for comparative study of Reitzel India with other
Food processing brand. The literature survey and the references are taken from the official
website Reitzel India.
For the research, customers visited were various premium hotels , restaurants and
departmental stores as well and were asked questions which are short and specific and
easily understandable. Data was also collected data from official sites, Published articles ,
1. Information about the customers was collected by personally visiting the clients and making
the presentation of the company products.
2. Before approaching the customers call was made to them to seek the permission.
3. If the customer is not free that time ; some other date was asked and in the mean time
asked for the mail id and was send and the reitzel products catalogue, product information
and MRP sheet was mailed to the client.
4. At the time of meeting respondents were first asked about the food preparation preference
of the customers who visit their business units which were hotels, restaurants and various
5. After that question pertaining to project were asked, which comprised about the challenges
faced in the availability and the usage of the imported food processing items. Their
responses were taken down for making out the conclusions etc.
6. Mainly it was b2b meetings so I went for personal interviews instead of getting
questionnaires filled up.
7. The nature of the meetings was mainly positive and few ended in sales close also.
8. A questionnaire was also framed which consisted basic questions regarding the demand and
Qualitative as well as Quantitative approach has been used for this research. But the
stress was basically on the quantitative approach.
Quantitative data involves the generation of data in a quantitative form which can be
subjected to analysis in a formal and rigid fashion.
It is concerned with subjective assessment of opinions and behaviour.
This calls for developing the most efficient plan for gathering the necessary
information, design a research plan, decision on the data sources, research approaches,
research instruments, sampling plan and contact methods. A research design is the
specification of the method and procedure for acquiring the information needed. According
to my research design I have performed the following Steps in the project.
Deciding objective and sub-objective of the research.
To determine the most suitable method of research.
Research designs are of following types:
In this project, applied type of research design has been used. This method was used so that
finding of research can be used for improving STP strategies. In this project the objective
was to gather information regarding the demand of reitzel products in the area allotted that
was Srinagar, jammu and kashmir.
Sampling is one of the most fundamental concepts underlying any research work.
Most research studies attempt to make generalization or draw inference regarding the
population. Based on their study of a part of the population that is the sample. The sample
data enables the researchers to correctly estimate the population parameters.
While doing sampling I considered Srinagar area and then have taken help of
Sampling Method & Technique
There are two types of sampling methods
1. PROBABILITY METHOD.
2. NON PROBABILITY METHOD.
In this research the non-probability sampling technique is used and in non-probability
sampling Judgemental sampling was used.
Judgmental sampling or Purposive sampling - The researcher chooses the sample based on
who they think would be appropriate for the study. This is used primarily when there are a
limited number of people that have expertise in the area being researched.
All the 3 to 5 star hotels, restaurants and various departmental stores were the sample
The entire list that contains the sample unit is known as sample frame: in this case my
sample frame was Srinagar (hotels, reports and departmental stores) region.
CONCLUSIONS AND RECOMMENDATIONS
1. The main conclusion from the study is that there is a high demand of the reitzel
products in the markets at Srinagar. This is mainly because the present companies
who are having the market share there are not able to satisfy the needs of the various
2. The reitzel provides high quality and premium products which the other companies
promise but are unable to deliver to the customer.
3. Lack of awareness techniques used by the company in promoting their brand
products. This is why the customers are preferring local companies like Kanwal etc
4. All the customers who tested the rietzel samples were fully satisfied with the products
and wanted immediate delivery of them.
5. Price of the products are a bit matter of concern as the market is new with the low
brand awareness this is why some of the customers are not able to trust the
1. As there is high Demand for the company products in the market but the lack of the
awareness among the customers hinders the sales. So various innovative promotional
techniques should be used in order to increase brand awareness.
2. Proper Distribution Channel should be used to satisfy the customer orders, currently
they were using single level DC, due to which the lead time increases and the
customer prefers to buy from local vendors.
3. As the products are premium so high margins should be given to the channel
members so that they get motivated to work for reitzel.
4. There is a high need for investments in the current market as it is a tourist place and
new hotel chains are planning to start there so many opportunities will be coming up
for reitzel in future.
5. Tieups with various cookery shows to promote the products should be done.
APPENDIX & BIBLIOGRAPHY
BIBLIOGRAPHY / REFERNCES
1. Kotler, Keller, Koshy, Jha, “Marketing Management” , 13th Edition, A South Asian
2. Marketing Channels- A Management Review by Bert Rosenbloom.
3. Sales & Distribution Management, by Krishan K Havaldar & Vasant M Cavale.
4. Sales Management, by U.C. Mathur.
Business Magazines :
1.The Marketing Whitebook – 2012-2013, One Stop Guide for Marketers.
2. Business World.
1. Account Database
2. Fact Sheet.
3. Minutes of Meetings.
A) Account Database :
Name of the RestHotel Address Landmark
café noir restaurants India pvt ltd Vittal Mallya
road PIN:560001 UB CITY
Unit no :206, The collection , UB City no:24,
VITTAL MALLYA ROAD
Mail/Website Ph No. Owner Name Mob.No. Email id
firstname.lastname@example.org 080 40982050 MAR 987465302MARC@CAFENOIR.CO.IN
B) Account Fact Sheet :
Name of RestHotel Packsize Variant MRP Qty PM Brand
CAFÉ NOIR 670 gms Sliced 1252 Kg Tify
Packsize Variant MRP Qty PM Brand
720 gms Sliced 1105 kg Tops
C)Minutes Of Meetings( MOM )
Minutes of meeting
Points discussed Followup / Action Plan
Brief on Reitzel
Brief on Fine Foods