This document presents the results of a study comparing Bonn Mast Makhan butter cookies to other brands in Ludhiana, Jalandhar, and Amritsar. The study found that awareness of the Bonn brand among retailers was low. It also found that Bonn enjoyed high retailer retainability and satisfaction with quality, though awareness of the product name could be improved. The study evaluated the brands on various metrics like quality, brand image, packaging, and service to retailers.

1. Summer Training Project On A comparative analysis of Bonn Mast Makhan butter cookies with other brands in Ludhiana, Jalandhar and Amritsar Presented By:Damanbir SinghManminder Singh

2. INTRODUCTION TO THE COMPANY Bonn group of industries was established in 1985 with a single traditional oven in Ludhiana. Started with capacity of 100 tons bread loaves per month.Entered in the food industry by providing Bread of superior quality to the local consumers.

3. Contd…In 1994, Bonn came up with the first Automated Food Processing Unit of North India – Bonn Nutrients. In 1995, a new brand Prime Time was launched (High Volume bread – a first in India).In 2000, to meet an ever increasing Demand, a second Automated Food Processing Unit was brought up which produced 50,000 loaves of bread everyday. At present, it has become a leading Regional player of North India.

4. Group CompaniesBonn Nutrients Private Ltd., Ludhiana.Bonn Food industries., Ludhiana.Choice Agro Private Ltd., Kapurthala.S.S. Food Industries , Kala Amb, Himachal Pradesh.Prime Packaging, Ludhiana.

5. Bonn Food IndustriesIn 2004, Bonn Biscuits were launched, for which a fully Automated Online Biscuit Plant was started under the name of Bonn Food Industries.Started with a production capacity of 1000 MT per month.At present the production capacity has increased to 6000 MT per month.

6. Vision To provide products rich in Quality and Goodness across an ever-growing network of Consumers, with a motto of ‘Everyday Everywhere’ making the products an essential part of the life of every individual.

7. Product Range

8. Quality PolicyBONNis committed to manufacture & supply quality products, which exceed customersatisfaction and market requirements.The HACCP system (Hazard Analysis of Critical Control Points) adopted, enables to demonstrate commitment with respect to safe food, which ensures that the products are free from physical, chemical and biological hazards.

9. Achievements and CertificationsHACCP certification by “DNV” (a certificate body of Netherlands)ISO 9001.2000 certification by “DNV” (a certificate body of Netherlands)Approved by BIS (Bureau of Indian Standards)Approved manufacturer and supplier of Bakery Products under the World Food ProgramNo.1 Bread Manufacturer in North IndiaNational Quality Award winner

10. NETWORKNational :Covers the whole of North and East India.International:Bonn products are being distributed to the UK, the US, Australia, Africa, the Gulf, the UAE, and Netherlands.

11. ORGANISATIONAL CHART

12. SWOT AnalysisSTRENGHTS Reduced cost of production due to huge production capacities.High retailer and customer retainability. WEAKNESSESLack of awareness among retailers and customers.Packing problems.

13. OPPORTUNITIESHuge untapped market available. THREATSThreat from other local brands like Cremica, etc..Future rise in prices of raw materials.

14. FINANCIAL RATIOSCurrent Ratio Current Ratio= Current Assets Current Liabilities

15. Liquid RatioLiquid Ratio=Liquid Assets Current Liabilities

16. TURNOVER RATIOSStock Turnover Ratio(STR) STR= COGS Avg. StockConversion Period= 365/23.6 = 15 Days

17. Debtor’s Turnover Ratio (DTR)DTR= Net cr. Annual sales Avg. trade debtorsAvg. collection period= 365/8.31 = 44 Days

18. SOLVENCY RATIOSDebt Equity RatioDebt Equity Ratio= Total Debt Net worth

19. Proprietary RatioProprietary Ratio= Proprietor’s fund * 100 Total Assets

20. A comparative analysis of Bonn Mast Makhan butter cookies with other brands in Ludhiana,Jalandhar and Amritsar.

21. Objectives of the StudyTo find out the most preferred butter cookies brand among retailers and wholesalers.To study the awareness of retailers about Bonn Mast Makhan.To compare Bonn with its competitor Brands in terms of Quality, Brand Awareness, Packing and Service.To know the retailer retainability of Bonn Mast Makhan.

22. Research MethodologyResearch Design DescriptiveData CollectionPrimary Through SchedulesSecondary Through magazines, news papers, internet, etc..

23. Universe All the wholesalers and retailers selling biscuits of various brands.Population In this study the population is retailers and wholesalers selling biscuits of various brands in Ludhiana, Jalandhar and Amritsar.

24. Sample Unit Shops selling butter cookies of various brands. Sample SizeSample size of retailers and wholesalers = 750 in Ludhiana and 750 in Jalandhar & AmritsarSampling Technique Convenience Sampling

25. LIMITATIONS OF THE STUDY The study was conducted in 30 days that is not enough for such a vast topic.The study had a limited scope of operation.No proper data was available about the stores in the city. The study may suffer from the personal bias of the retailers and wholesalers. They may have been biased in responding to the questions.

26. DATA ANALYSIS (JALANDHAR & AMRITSAR)

27. 1. Availability of Different Brands of Butter Cookies

28. 2.Awareness Regarding BONN MAST MAKHANN= 750

29. 3.Purchase regularity of Bonn Mast MakhanN= 121

30. 4.Package Preference of Mast Makhan:n=201

31. 5. Satisfaction from salesN= 101

32. 6. Ranks on the basis of salesN=750

33. 7.1 Comparison of various brands on basis of quality:N=750

34. 7.2 Comparison of various brands on basis of brand image:N=750

35. 7.3Comparison of various brands on basis of serviceN=750

36. 7.4 Comparison of various brands on basis of Packing N=750

37. RESULTS AND FINDINGS It was found out in the survey that the awareness level of retailers regarding Bonn Mast Makhan is very low. Out of 750 counters surveyed only 137 retailers were aware of Mast Makhan. It was also found that distributor could not reach to maximum counters.Quality of the product is not the major cause of concern. Retailers and customers are satisfied with the quality of the product.

38. Contd…Bonn enjoys high retailer retainability. Almost about 83% (APPROX) retailers regularly purchase Mast Makhan for reselling purposes. It was found that the name of the product is also not very suitable. The word MAST MAKHAN cannot reach to the masses as a biscuit. People confuse it with other products like butter packs etc.

39. DATA ANALYSIS( LUDHIANA)

40. 1) AVAILABILITY OF DIFFERENT BRANDS OF BUTTER COOKIES n=750

41. 2)AWARENESS OF BONN MAST MAKHANN=750

42. 3) REGULAR PURCHASE OF BONN MAST MAKHANn=128

43. 4) MAXIMUM SOLD PACKINGn=276

44. 5) SATISFACTION OF SALESN=121

45. 6) RANKS TO DIFFERENT BRANDS ON THE BASIS OF SALESN=750

46. 7) COMPARING DIFFERENT BRANDS ON BASIS OF:7.1) QUALITY N=750

47. N=7507.2) Service

48. N=7507.3) Brand Image

49. N=7507.4) Packing

50. RESULTS AND FINDINGSIt was found out in the survey that the awareness level of retailers regarding Bonn Mast Makhan is very low. Out of 750 counters surveyed only 131 retailers were aware of Mast Makhan. It was also found that distributor could not reach to maximum counters.Quality of the product is not the major cause of concern. Retailers and customers are satisfied with the quality of the product.

51. Bonn enjoys high retailer retainability. Almost about 85% approx. retailers regularly purchase Mast Makhan for reselling purposes. It was found that the name of the product is also not very suitable. The word MAST MAKHAN cannot reach to the masses as a biscuit. People confuse it with other products like butter packs etc. Service satisfaction was found to be high among the retailers who were regularly purchasing Mast Makhan.

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