Retail Audit

OCTORICH DAIRY PRODUCTS
B.L.D.E.A.S. PATIL COLLEGE OF COMMERCE, BBA PROGRAMME,
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EXECUTIVE SUMMARY
PROJECT TITLE
“To determine the Retail audit on soft drinks market of Bijapur”.
Product: Soft drinks.
Location: Bijapur
ResearchObjectives
1. To understand the consumer taste for consumption of Soft drinks in
Bijapur.
2. To find the scope of New Entrants in the Soft drinks market of
Bijapur.
3. Survey of soft drinks outlets in Bijapur.
Methodology.
1. Market research survey is conducted to meet the Objective.
2. Final Objective is achieved by analysis and desk research suggestion.
Project benefits/outcome:
1. It helps the company to understand the taste of Soft drinks
consumption in Bijapur.
2. It helps the company to analyze the risk factors for launching the Soft
drinks products in the city.
3. Finally it helps the company to launch the product and product lines
to the consumers of Bijapur.

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INTRODUCTION OF ICE CREAM AND SOFT DRINKS
About Ice Cream
 The first frozen dessert is credited to Emperor Nero of Rome. It was a mixture of snow
(which he sent his slaves into the mountains to retrieve) and nectar, fruit pulp, and
honey.
 Another theory states that Marco Polo, 13th century bard and adventurer, brought with
him to Europe from the Far East recipes for water ices....said to be used in Asia for
thousands of years.
 During his reign in the 1600s, King Charles I of England offered a cook a job for life
if he made him ice cream and kept it a secret.
 During the stuffy Victorian period, drinking soda water was considered improper, so
some towns banned its sale on Sundays. An enterprising druggist in Evanston,
Illinois, reportedly concocted a legal Sunday alternative containing ice cream and
syrup, but no soda. To show respect for the Sabbath, he later changed the spelling to
"sundae."
 The first ice cream parlor in America opened in New York City in 1776.
 George Washington loved ice cream so much that he ran up a $200 bill for the dessert
treat one summer in the late 1700s.
 Dolly Madison created a sensation when she served ice cream as a dessert in the White
House at the second inaugural ball in 1812.
 In 1843, New England housewife Nancy Johnson invented the hand-cranked ice cream
churn. Lacking the resources to market the churn herself, she sold the patent for her
invention for $200.
 The first commercial ice cream plant was established in Baltimore in 1851 by Jacob
Fussell.
 The first ice cream cone was made on September 22, 1896, in New York City by
ItaloMarchiony. He was granted a patent for his special mold in December 1903. In
1904, the waffle ice cream cone was introduced at the St. Louis World's Fair when a
waffle concessionaire started rolling waffles into the shape of a cone for the benefit of
an ice cream vendor who occupied an adjoining booth.

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 Invention of the ice cream soda is usually attributed to Robert M. Green, who operated
a soda water concession in Philadelphia. Green, who sold a mix of carbonated water,
cream, and syrup, apparently ran out of cream and substituted ice cream, hoping his
customers wouldn't notice. But they did, and his daily sales climbed from $6 to $600!
 In 1929, William Dreyer, an ice cream maker, and his partner, Joseph Edy, a candy
maker by trade, created the world's first batch of Rocky Road ice cream.
 In 1978, the FDA required all frozen desserts to have ingredients listed on their labels.
 The early methods of freezing foods need some explanation. Freezing of foods was
achieved by mixing salt with ice. Mixing salt with ice reduces the freezing point and it
is quite easy to achieve temperatures lower than -14°C.
 This process did not arrive in Europe until 1503, in Italy. It was not used for food until
water ices (sorbets) appeared in the 1660’s in Naples, Florence, Paris and Spain. Later
in 1664 ices made with sweetened milk first appeared in Naples.
 In England ‘Iced Cream’ was served at a banquet for the Feast of St. George at
Windsor Castle in 1671. It was such a rare and exotic dish that only the guests on
King Charles II’s table had ‘one plate of white strawberries and one plate of iced
cream.’ All the other guests had to watch and marvel at what the Royal table were
eating.
 Such was the interest and demand for ice cream that wealthy people built ice houses
on their estates.
 Ice cream making was a closely guarded secret and the knowledge of how to make it
would have been a meal ticket for life, which is why the first recipe in English did not
appear until 1718.
 The technique of making custard based ice cream using egg yolks started in France
around the middle of the 18th century and this is the origin of custard based ice
cream. The Americans had to wait until 1700 to get their first taste of ice cream.
 In nineteenth century, Ice cream manufacture was simplified with the introduction of
the ice cream machine in 1843 in both England and America. This consisted of a
wooden bucket that was filled with ice and salt and had a handle which rotated. The
central metal container, containing the ice cream was surrounded by the salt and ice
mixture. This churning produced ice cream with an even, smooth texture. Previously
it was made in a pewter pot kept in a bucket of ice and salt and had to be regularly

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hand stirred and scraped from the side of the pewter pots with a ‘spaddle’ which is a
sort of miniature spade on a long handle.
 The key factor in the manufacture of ice cream was ice. Where was it to come from?
In the early 19th century importation of ice started from Norway, Canada and
America, this made ice cream readily available to the general public in the UK. Ice
was shipped into London and other major ports and taken in canal barges down the
canals, to be stored in ice houses, from where it was sold to ice cream makers. This
burgeoning ice cream industry, run mainly by Italians, started the influx of workers
from southern Italy and the Ticino area of Switzerland to England.
 In London they lived in the most appalling conditions in and around the Holborn area.
The huge ice house pits built near Kings Cross by Carlo Gatti in 1850’s, where he
stored the ice he shipped to England from Norway, are still there and have recently
been opened to the public at The London Canal Museum.
 The advent of mechanical refrigeration using electricity and gas, at the end of the last
century, is what made the ice cream industry what it is today. No longer were huge
quantities of ice necessary and it was now possible to transport and store ice cream.
Previously ice cream had to be eaten within a few hours of it being made as it
required too much ice to keep it frozen. Ice cream quickly became a mass market
product and many of the old flavors became best sellers.
 Although the cone itself can be traced back hundreds of years, the first recording of
cones being used for serving ice cream was in 1888 in Mrs. Marshall’s Cookery
Book. Prior to that ice cream was either licked out of a small glass known as a penny
lick or taken away wrapped in waxed paper referred to as a hokey pokey (hokey
pokey is supposed to have come from the Italian "ecco un poco" "here is a little").
 About 1926 the first commercially-successful continuous process freezer was
perfected. The continuous freezer, developed by Clarence Vogt, and later ones
produced by other manufacturers, has allowed the ice cream industry to become a
mass producer of its product.
 The first Canadian to start selling ice cream was Thomas Webb of Toronto, a
confectioner, around 1850. William Neilson produced his first commercial batch of
ice cream on Gladstone Ave. in Toronto in 1893, and his company produced ice
cream at that location for close to 100 years.

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INTRODUCTIONOF SOFT DRINKS
The main production of soft drink was stored in 1830’s & since then from those
experimental beginning there was an evolution until in1781, when the world’s first cola flavoured
beverage was introduced.
These drinks were called soft drinks, only to separate them from hard alcoholic drinks. This
drinks do not contains alcohol & broadly specifying this beverages, includes a variety of
regulated carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice
drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated
drinks. Today, soft drink is more favorite refreshment drink than tea, coffee; juice etc. It is said
that where there is a consumer, there is a producer & this result into completion. Bigger the
player, the harder it plays. In such situation broad identity is very strong. It takes long time to
make broad famous.
Soft Drinks in India industry profile provides top-line qualitative and quantitative summary
information including: market size (value , and forecast to 5). The profile also contains
descriptions of the leading players including key financial metrics and analysis of competitive
pressures within the market. Essential resource for top-line data and analysis covering the
India soft drinks market.Includes market size data, textual and graphical analysis of market
growth trends, leading companies and macroeconomic information.

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Highlights
1.The soft drinks market consists of retail sale of bottled water, carbonates, concentrates,
functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market
volume for soft drinks market excludes the concentrates category. The market is valued
according to retail selling price (RSP) and includes any applicable taxes. Any currency
conversions used in the creation of this report have been calculated using constant 2010
annual average exchange rates.
2. The Indian soft drinks market generated total revenues of $3.8 billion in 2010, representing
a compound annual growth rate (CAGR) of 11% for the period spanning 2006-2010.
3. Carbonates sales proved the most lucrative for the Indian soft drinks market in 2010,
generating total revenues of $1.9 billion, equivalent to 50.5% of the market's overall value.
4.The performance of the market is forecast to decelerate, with an anticipated CAGR of 9.1%
for the five-year period 2010-2015, which is expected to lead the market to a value of $5.9
billion by the end of 2015.
Features
Save time carrying out entry-level research by identifying the size, growth, and leading
players in the soft drinks market in India
Use the Five Forces analysis to determine the competitive intensity and therefore
attractiveness of the soft drinks market in India
Leading company profiles reveal details of key soft drinks market players’ global operations
and financial performance
Add weight to presentations and pitches by understanding the future growth prospects of the
India soft drinks market with five year forecasts
Macroeconomic indicators provide insight into general trends within the India economy

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RETAIL
Retail is the sale of goods and services from individuals or businesses to the end-user.
Retailers are part of an integrated system called the supply chain. A retailer purchases goods
or products in large quantities from manufacturers directly or through a wholesale, and then
sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed
locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated
services, such as delivery. The term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such as a public. Shops may be on
residential streets, streets with few or no houses or in a shopping mall. Shopping streets may
be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect
customers from precipitation. Online retailing, a type of electronic commerce used for
business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Types of retail outlets
A marketplace is a location where goods and services are exchanged. The traditional
market square is a city square where traders set up stalls and buyers browse the merchandise.
This kind of market is very old, and countless such markets are still in operation around the
whole world.
In some parts of the world, the retail business is still dominated by small family-run stores,
but this market is increasingly being taken over by large retail chains.
Retail is usually classified by type of products as follows:
Food products
Hard goods or durable goods ("hardline retailers") - appliances, electronics, furniture,
sporting goods, etc.Goods that do not quickly wear out and provide utility over time.
Soft goods or consumables - clothing, apparel, and other fabrics. Goods that are consumed
after one use or have a limited period (typically under three years) in which you may use
them.

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There are the following types of retailers by marketing strategy:
 Department stores - very large stores offering a huge assortment of "soft" and "hard
goods; often bear a resemblance to a collection of specialty stores. A retailer of such
store carries variety of categories and has broad assortment at average price. They
offer considerable customer service.
 Discount stores - tend to offer a wide array of products and services, but they
compete mainly on price offers extensive assortment of merchandise at affordable and
cut-rate prices. Normally retailers sell less fashion-oriented brands.
 Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled
on pallets or steel shelves; warehouse clubs charge a membership fee;
 Variety stores - these offer extremely low-cost goods, with limited selection;
 Demographic - retailers that aim at one particular segment (e.g., high-end retailers
focusing on wealthy individuals).
 Mom-And-Pop - is a retail outlet that is owned and operated by individuals. The
range of products are very selective and few in numbers. These stores are seen in local
community often are family-run businesses. The square feet area of the store depends
on the store holder.
 Specialty stores - A typical specialty store gives attention to a particular category and
provides high level of service to the customers. A pet store that specializes in selling
dog food would be regarded as a specialty store. However, branded stores also come
under this format. For example if a customer visits a Reebok or Gap store then they
find just Reebok and Gap products in the respective stores.
 General store - a rural store that supplies the main needs for the local community;
 Convenience stores - is essentially found in residential areas. They provide limited
amount of merchandise at more than average prices with a speedy checkout. This
store is ideal for emergency and immediate purchases as it often works with extended
hours, stocking everyday;
 Hypermarkets - provides variety and huge volumes of exclusive merchandise at low
margins. The operating cost is comparatively less than other retail formats.
 Supermarkets - is a self-service store consisting mainly of grocery and limited
products on non food items. They may adopt a Hi-Lo or an EDLP strategy for pricing.

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The supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700
m2). Example: SPAR supermarket.
 Malls - has a range of retail shops at a single outlet. They endow with products, food
and entertainment under a roof.
 Category killers or Category Specialist - By supplying wide assortment in a single
category for lower prices a retailer can "kill" that category for other retailers. For few
categories, such as electronics, the products are displayed at the centre of the store and
sales person will be available to address customer queries and give suggestions when
required. Other retail format stores are forced to reduce the prices if a category
specialist retail store is present in the vicinity.
 E-tailers - The customer can shop and order through internet and the merchandise are
dropped at the customer's doorstep. Here the retailers use drop shipping technique.
They accept the payment for the product but the customer receives the product
directly from the manufacturer or a wholesaler. This format is ideal for customers
who do not want to travel to retail stores and are interested in home shopping.
However it is important for the customer to be wary about defective products and non
secure credit card transaction. Example: Amazon, Pennyful and eBay.
 Vending Machines - This is an automated piece of equipment wherein customers can
drop the money in the machine and acquire the products.
Some stores take a no frills approach, while others are "mid-range" or "high end", depending
on what income level they target.
Other types of retail store include:
Automated Retail stores are self-service, robotic kiosks located in airports, malls and grocery
stores. The stores accept credit cards and are usually open 24/7. Examples include
ZoomShops and Redbox.
Big-box stores encompass larger department, discount, general merchandise, and warehouse
stores.
Retailers can opt for a format as each provides different retail mix to its customers based on
their customer demographics, lifestyle and purchase behaviour. A good format will lend a
hand to display products well and entice the target customers to spawn sales.

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Global TopFive Retailers
1. Walmart US $421,849
2 .Carrefour France $121,519
3 .Tesco UK $94,244
4 .Metro AG Germany $89,311
5 .Kroger US $82,189

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WHAT IS RETAIL AUDIT
Retail audit, which is a vital evaluation tool, systematically examines and evaluates a
company’s total retailing efforts or a specific aspect of it.
Retail Audits - Maximizing Your Sales In the UK alone, around £1.15 billion a year is spent
on promoting products at Point Of Purchase, with competition from online retailers, getting it
right in-store has never been more important.
We work with a wide variety of brands and retailers on an ongoing and ad-hoc basis to
improve compliance and stock availability, ensuring your POS makes it onto the shop floor
and displayed to its full potential to maximize your return on investment.
PURPOSE
 TO STUDY WHAT A RETAILER IS PRESENTLY DOING
 TO APPRAISE VARIOUS PERFORMANCE INDICATOR OF A RETAILER
 TO INVESTIGATE A RETAILER’S OBJECTIVES AND STRATEGIES; THEN
EXAMINE HOW IT HAS IMPLEMENTED THOSE AND WHETHER ITS
ORGANISATION STRUCTURE IS ADEQUATE TO IMPLEMENT THOSE.
SO, WE CAN WRITE:
A – ASSEMBLE
U – UNDERSTAND
D – DISSECT
I – INVESTIGATE VARIANCES
T – TRANSCRIBE THE TRUTH

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WHAT DOES RETAIL AUDIT INCLUDE
 STORE LAYOUT AND VISIBILITY MANAGEMENT
 IN-STORE MANAGEMENT
 CUSTOMER RELATIONS AND INTERFACE
 VISUAL MERCHANDISING
 AMBIENCE AND HYGIENE MANAGEMENT
 MANPOWER PLANNING AND RESPONSIBILITY ALLOCATION
 SALES AND CASH MANAGEMENT
Our audit services include:
 In-store brand standards adherence
 Promotional Compliance
 Product / Brand / POS Placement Audits
 Stock availability
 Brand / product recommendations
 Behind the scenes management procedures
POSSIBLE DIFFICULTIES IN CONDUCTING A RETAIL AUDIT
 AN AUDIT MAY BE COSTLY
 IT MAY BE QUITE TIME-CONSUMING.
 PERFORMANCE MEASURES MAY BE INACCURATE
 EMPLOYEES MAY FEEL THREATENED AND NOT COOPERATE AS MUCH
AS DESIRED.
 COLLECTION OF INCORRECT DATA
 MANAGEMENT MAY NOT BE RESPONSIVE TO THE FINDINGS.

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AUDITS MUST BE CONDUCTED REGULARLY.
 IN-DEPTH ANALYSIS IS MADE
 DATA ARE ANALYZED SYSTEMATICALLY.
 AN OPEN-MINDED, UNBIASED PERSPECTIVE IS MAINTAINED.
 THERE IS A WILLINGNESS TO RECTIFY WEAKNESSES TO EXPLOIT
STRENGTHS
 DECISION MAKERS MUST BE RESPONSIVE TO THE RECOMMENDATIONS
MADE IN THE AUDIT REPORT.

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Why to study the retail format.
 To know the investment of retail outlet.
 To know the size of retail outlet
 To know the store design of the retail outlet
 To know the brands of soft drinks in the retail store
 To know the which product has more sale and why
 To know the existing problem with products

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INTRODUCTION OF COMPANY
Octal Dairy Products Pvt. Ltd had its humble beginning, in the year 2002, when it first
registered itself and the commercial production started in 2003 April. Octal Dairy
Products Pvt. Ltd was started by 8 young dynamic MBA graduates. Instead of choosing a
regular corporate career, they chose to go by their own. In the process of identifying
various business opportunities, they were struck by the future growth prospects of ice-
cream industry, which then was growing at a healthy rate of 15% - 18 %. They also found
that the market provides the right climate for ice-cream consumption; the country has a
very low per capita consumption, which means large untapped potential; and if they could
maintain competitive pricing – the market will definitely reward them. Sticking to their
convictions, the founders decided to take the franchise of JOY Ice-creams for North
Karnataka region. They started manufacturing by April 2003 and the initial year proved to
be a bonanza with a turnover of Rs.40 Lakhs. This firm belief has proved right and Octal
today boasts a turnover of over Rs.1 crore, and growing at a compounded rate of 20% -
25%.
Instead of sticking Joy Ice-creams,Octal Dairy Products is now coming up with its own
brandOctorichand has started marketing its product in parts of North Karnataka region
namely, Bijapur, Bagalkot etc. Its future plans include,
▪ Launching Octorich ice-cream throughout Karnataka.
▪ Starting a new manufacturing plant.
▪ Diversify into other dairy products
Octal Dairy Products Pvt. Ltd is now poised to on other established industry biggies by
consistently maintaining high quality and competitive pricing. The company with its
young and dynamic partners, who double as the in-charges of various departments and
functions in the organization are set to scale greater heights.

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Brief Profile
A Brief Profile of Octal Dairy Products Pvt. Ltd is as follows,
Managing Director Vijayanand M Yalwar
Started 1st November 2002
Location Bijapur
Product Ice-creams
Brands Joy, Octorich
Market Presence Gulbarga, Bijapur, Bagalkot, Hubli, Dharwad,
Bellary, Hospet.
No. Of Employees 60
Turnover 1 crore rupees
Future Plans
Opening a new manufacturing plant.Entry into
other Dairy Products and new entry with the soft
drinks.

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The ManagementTeam
The Management Team constitutes of one Managing Director and seven directors.
They are listed as follows,
Vijayanand M Yalwar Managing Director
Danayya B Kadapatti Director
Raju S Kodikeri Director
Aravind Nagathan Director
Satish M Tungal Director
Basavagouda B Biradar Director
RaghvendraHawaldar Director
Muragesh Y Pattanshetti Director

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SWOT analysis of the Company:
Strengths:
 It has a good financial position with growth in profits in south.
 Procurement of milk is no problem for which constitutes the main ingredient in ice creams.
 Has a good brand image in south Indian market.
 It is evident from the survey that Joy has very good taste and high quality and flavor when
compared to other companies.
Weakness;
 Ice creams are costly when compared to other companies.
 They need to manufacture variety of flavors so as to remain competitive.
Opportunities:
 It has a good market in Belgaum, because the market of this city mainly constitutes large
number of students due to the presence many schools and colleges.
 It can target more number of hotels and cinema houses where people gather in masses.
Threats:
 Competition from other brands like Amul, MTR, Vadilal, Kwality Walls and other many
local brands which may take away some market share mainly due to price factor.

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Product List
The various products and their variants produced and marketed by Octal Dairy Products
Pvt. Ltd are put as follows,
Regular
▪ Vanilla
▪ Orange
▪ Raspberry
▪ Pineapple
▪ Pista
▪ Chocolate
▪ Mango
▪ Butterscotch
▪ Joy Fruity
▪ Spanish Delite
▪ KesarPista
▪ KajuKissmiss
▪ Black Current
▪ Fresh Strawberry
▪ Two-In-One
▪ Ripple Raspberry
▪ Ripple Mango
▪ Ripple Choco

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Novelties
▪ Joy Ball
▪ Joy Ball Straw Berry
▪ Joy Ball Mango
▪ Mango Duet
▪ Raspberry Duet
▪ Joy Feast
▪ Choco Bar – Big & Mini
▪ Sundae Dreams
▪ Cassata
▪ Gadbad
Syrup Sticks
▪ Mango Sticks
▪ Orange Sticks
▪ Lemon Sticks
Size Variants (Regular Ice-creams)
▪ Cups Large
Small
▪ Family Pack 500 ml
▪ Party Pack 1000 ml
▪ Bulk Pack 4000 ml
Cone Top
▪ KajuKissmiss
▪ Butter Scotch
▪ Chocolate
▪ Vanilla (Mini)
▪ Strawberry (Mini)
▪ Chocolate (Mini)
▪ ButterScotch (Mini)

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Quality
At Octal, commitment to Quality is an Attitude. Joy Ice Creams contains only the best
ingredients, be it cashew nuts, almonds, pistachio chocolate or fresh fruits. State-of-the art-
technology ensures that each scoop is dense, rich and filling, with no extra air or ice-flakes.
Special care is taken during packaging, storing, transit and delivery so that consistency in
quality is maintained. This is why when the end product reaches the customer, he is
convinced that quality shines through in everything the group does.
Happenings
New Launches
 Recently the group has launched Fresh SOFT DRINKS named octorich.
Market Reaction to Octal’s activities
The recent promotional schemes have a tremendous response from the consumers.
Consumers have been writing letters with requests for the extension of the scheme period.
The growth in sales during the scheme period was three times over the normal sales.
Infrastructure
Our infrastructure helps us to sustain our success by constantly enabling us to respond to the
demands of the market. The infrastructure comprises of a good work environment, skilled
workforce and high tech gadgetry. Our professional staff provides in-depth knowledge and
exceptional personal assistance to all our customers. Our sales team has created a leadership
position in the ice creams industry.
Sales Turnover Rs (million)
2002-09 13
2003-10 16
2004-11 20

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Manufacturing Processand Economics
Prevention of Food Adulteration Act requires a minimum of 10% fat and 40% of
other solid matters in ice creams. Ice cream manufactured with modern technology contains
about 40% air. The key non-fat solid matters are skimmed milk powder and sugar. Ice creams
normally contain milk fat but there are several varieties (called frozen desserts) which contain
oil fat. Butter cost is about Rs. 140-150 per kg. Skimmed milk powder Rs. 65-70 per kg (Rs.
50 in season time) and sugar costs is about Rs. 16-18 per kg.
Ice cream has to be stocked at -26oC. Temperature required to store ice cream is
significantly lower than that required for storage of butter and milk. All liquid ingredients
such as milk, cream, concentrated milk, liquid sugar syrup and water are mixed with the dry
solids such as nonfat dry milk, sugar, stabilizer and emulsifier and blended. The blended
liquid is then pasteurized in order to destroy all microorganisms and improve the storage
property of the ice cream. The pasteurized mix is pumped through a homogenizer under
pressure to produce a smooth, uniform product. The mix is immediately cooled to -4 degree
Celsius and then aged to improve the body and texture of the finished ice cream. Soluble
flavoring materials are added to the mix and then the ice cream is frozen in batch or
continuous freezers. During freezing, air is incorporated into the mix resulting in increased
volume. The soft frozen product is drawn from the freezer at –6 degree Celsius and packed at
this temperature after which it is stored at a temperature of –29 degree Celsius till it is
marketed.
Frozen Desserts have a lower dairy fat content of 4% compared to ice creams which
the Bureau of Industrial Standards defines as containing not less than 10% fat. Typical
components by weight, of an average-composition ice cream area, 12% fat, 11% nonfat milk
solids, 15% sugar and 0.3% vegetable gum stabilizer.

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Segmentation
Ice Cream market can be segmented in three different ways, namely on the basis of
flavours : on the basis of stock keeping units / packaging and on the basis of consumer
segments.
On the basis of flavours the market today has a number of flavours like vanilla,
strawberry, chocolate, mango butterscotch a number of fruit flavours, dry fruit flavours
traditional flavours like Kesar-Pista, Kaju-Draksh etc.
The market is totally dominated by Vanilla, Strawberry and chocolate, which
combined account for more than 70% of the market followed by butterscotch and other fruit
flavours.
On the basis of stock keeping units / packaging the market can be divided into 4
segments:
Cones
Cups
Sticks or candies
Take away

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On the basis of the consumer segments the market can be divided into four segments:
Impulse segment (pull cart)
Retail (home take away)
Institutional / catering
Parlours
While institutional or catering accounts for around 15%, retail and impulse combined
take the major chunk with 70% of the market.
Market Size and Growth
Ice creams are available in various forms such as cone, cups, bar (candy), party pack
etc. Candy sticks account for about 25-30% of volumes, whereas cups and other novelties
contribute the rest. Frozen desserts market in India is very small and refers to vegetable fat
(instead of milk fat) based ice creams. Besides, a wider range of frozen desserts is also made
in house and served in 5 star hotels.
The ice-cream market growth during the late 80s and in the early 90s was very low at
around 2-3% p.a. but slowly the market has started picking up especially after de-reservation
of the sector in 1997. For last 1-2 years the ice cream market in India is growing at 15-20%
per annum and presently in 1999-2000 it is estimated at worth of Rs. 15-16 bn.

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This growth rate is expected to continue for another next 2-3 years because of lower
base. Of the total size of Rs. 15-16 bn, around 30-32% is in the hands of organized sector
valued at Rs. 4.9 bn, rest all is with the unorganized sector. The growth rate could have been
even higher but for poor infrastructure, high excise duty / sales tax etc. Excise on ice cream
was increased from 13% to 16% in the FY2000 budget.
Market growth historically was stunted by Government policies. Till 1997, ice cream
manufacture was reserved for small-scale sector. The leading players were unable to invest
adequately to develop an infrastructure of cold chain for storage and distribution. Erratic
supply and shortage of power in most parts of the country have been the major factors
limiting growth of a cold chain. As a result, there was a dearth of good quality products in the
market and also lack of adequate infrastructure to distribute the same. Cadbury had entered
the market in 1992 with its Dollops brand, but was unsuccessful in building up a significant
franchise and withdrew two years later. In the absence of any competition from MNCs, local
players were able to build up a strong franchise in respective local areas. Some of the players
built up their market through exclusive parlors. But in most cases prior network also could
not extend beyond local limits.
At the beginning of first phase of liberalization, Hindustan Lever (HLL), entered the
market through frozen dessert route. Frozen deserts (which use edible oil fat instead of milk
fat) were technically not reserved for small scale. Amul ice cream, manufactured by the
largest milk-producing co-operative was introduced in Mumbai market in 1996, intensifying
the competition. In 1997, the sector was de-reserved from small scale, based on the
recommendations of the Abid Hussein Committee report, on grounds of hygiene and
technology. Removal of licensing restrictions and investment by new players in capacity and
market expansion is expected to lead to rapid growth in the sector.

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26
Research
Methodology

BIJAPUR
27
Researchdesign
Data Collection
 Data Collection Instrument - Questions
 Data Collection Method - Survey/Interview Method
Sampling
 Sample Unit - 50 Retail outlets
 Sample Size - 50 Respondents.
 Sample Method - Convenient Sampling.
Data Analysis Tools
 Analysis Tool -- Coding/Excel Sheet
 Data Presentation -- Graphs.
Data Collection Sources
 Primary Data - Direct Interaction with the
Retailers.
 Secondary Data – Internet, Company visiting cards.
Survey Details
 Location Of Survey – Railway station to All-Ameen
 Duration Of The Study - 30 days

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RETAIL AUDIT ON RETAIL COLD DRINKS
1) SANMAN COLD DRINKS
01 02 03 04 05 06 07 08 09 10
MoulaliYalige
r
9980882281 10*3
0
10 PEPSI,COKE,A
PPY,FROOTI
200ML,1/2
,1,2 LTR
A,P A,D,M,F,
N
70 2
ADDRESS :- SANMAN COLD DRINKS OPPOSITE GOLGUMBAZSTATION ROAD
BIJAPUR.
2) RAHEEM COLD DRINKS
01 02 03 04 05 06 07 08 09 10
RAHEEM 9972695367 16*2
0
36 PEPSI, COKE,
MAAZA,
FROOTI,APPY.
200ML,1/2
,1,2 LTR
M,
N
M,N,P,A 50 4
ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ J.M. ROAD BIJAPUR.
3) ZAKIR JUICE CENTRE
01 02 03 04 05 06 07 08 09 10
ZAKIR 924286494
7
40*4
0
46 PEPSI,COKE,M
AAZA,APPY,F
ROOTI,FIZZ
200ML,1/
2,1,2 LTR
P,A
1.
A,D,F,M,
N,P
200 12
ADDRESS :- SHOP NO 13 & 14 NEAR STADIUM MG ROAD BIJAPUR.
4) CITYJUICE CENTRE
01 02 03 04 05 06 07 08 09 10
NASEER.
KOLAR
9448304088 20*3
0
2FL0
0R
20 PEPSI,COKE,M
AAZA,APPY,FR
OOTI,FIZZ
200ML,1/2
,1,2 LTR
A,
O,
A2.
BB,T,Y,A
1.
300 6
ADDRESS :- CITYJUICE CENTRE ASHRAM ROAD GANDHI CHOWKBIJAPUR.

BIJAPUR
29
5) KOHINOOR JUICE CENTRE
01 02 03 04 05 06 07 08 09 10
SHAFIQ
BANGI
10*3
0
20 PEPSI,MAAZA,
APPY,FIZZ
200ML,1/2
,1,2 LTR
O,
A2
A,P,Y,T,S 30 3
ADDRESS :- KOHINOOR JUICE CENTRE MAIN ROAD MUNCIPARTYOPPOSITE
BIJAPUR.
6) SHEETAL COLD DRINKS
01 02 03 04 05 06 07 08 09 10
RAMESH.
NAVI
9986086613 20*4
0
20 FROOTI,MAAZ
A,PEPSI,COKA.
200ML,1/2
,1,2 LTR
A,
M
F,M,T,Y 20 2
ADDRESS :- SHEETAL COLD RDINKS JORAPURPHETANEAR 10.NO SCHOOL
OPPOSITE BIJAPUR.
7) LUCKYJUICE CENTRE
01 02 03 04 05 06 07 08 09 10
TANVEER
KAZI
8050225045 10*1
3
30 PEPSI,COKA,FR
OOTI,MAAZA,A
PPY
200ML,1/2
,1,2 LTR
A,B
,M
A,F,M,X 200 2
ADDRESS :- CMC COMPLEXATHANI ROAD BIJAPUR.
8) SHREE JUICE CENTRE
01 02 03 04 05 06 07 08 09 10
SADASHIV
KADAMBA
9972412413 10*1
0
10 PEPSI,COKA,SL
ICE
200ML,1/2
,1,2 LTR
A,
M
A,F,M,N 50 3
ADDRESS :- SHREE JUICE CENTRE ALL-AMEEN OPPOSITE BIJAPUR.

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30
9) GREEN JUICE CENTRE
01 02 03 04 05 06 07 08 09 10
ABDUL
BAGWAN
20*7
0
20 PEPSI,COKA,FR
OOTI,APPY,MA
AZA
200ML,1/2
,1,2 LTR
A,P A,B,M,P 300 3
ADDRESS :- GREEN JUICE CENTREAZAD ROADBIJAPUR.
10) MULTIMATE JUICE CENTRE
01 02 03 04 05 06 07 08 09 10
SADASHIV
BHAVIKATT
I
9845695007 30*3
0
40 PEPSI,
SLICE,FROOTI,
APPY
200ML,1/2
,1,2 LTR
A,
M
A,M,F,N 100 6
ADDRESS :- MULTIMATEJUICE CENTRE BLDE OPPOSITEBIJAPUR.
11) HABEEB COLDDRINKS
01 02 03 04 05 06 07 08 09 10
HABEEBSAB
MULLA
9741143704
9
15*1
5
15 PEPSI,COKE,
MAAZA,APPY
200ML,1/2
,1,2 LTR
A,
M
A,M,N,O,
P
50 2
ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZJM ROAD BIJAPUR.

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31
RETAIL AUDIT ON KIRANA STORES AND BAKERY
1) S.L.J IYANGAR BAKERY
01 02 03 04 05 06 07 08 09 10
PALAKSHI 9008198240 10*1
5
------
-
PEPSI,COKE,T
HUMSUP,
FROOTI,MAAZ
A
200ML,1/2
,1,2 LTR
A PEPSI,C
OKE,TH
UMS UP
100 2
ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ BIJAPUR.
2)S.L.J IYANGAR BAKERY
01 02 03 04 05 06 07 08 09 10
CHANDRSHE
KAR
9482227610
0
10*2
0
------
--
PEPSI,COKE,A
PPY,BINDU
200ML,1/2
,1,2 LTR
O SPRITE,
PEPSI
25 2
ADDRESS :- HAKEEM CHOWK NEAR GOLGUMBAZ BIJAPUR.
3) REVANSIDDESHWAR KIRANA STORE
01 02 03 04 05 06 07 08 09 10
TOTAPPA
VALI
8123136749 10*8 ------
-
PEPSI,COKE,T
HUMSUP
200ML,1/2
,1,2 LTR
M,
N
THUMS
UP,7UP,
10 1
ADDRESS : NEAR PAVAD BASAVESHWAR TEMPLE GOLGUMBAZOPPOSITE
BIJAPUR.
4) REVAN COMMUNICATION
01 02 03 04 05 06 07 08 09 10
VISHWNAT
H
9886911537 20*1
5
4 PEPSI,COKE,F
ROOTI,MIRIN
DA,SLICE
200ML,1/2
,1,2 LTR
M,
D
PEPSI,M
IRINDA,
48 2
ADDRESS :- OPPOSITE GOLGUMBAZ BIJAPUR.

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5) SHAKHAMBARI COMMUNICATION
01 02 03 04 05 06 07 08 09 10
BASAVARAJ 9538713902 8*15 ------ PEPSI,COKE,M
AAZA
200ML,1/2
,1,2 LTR
O,
T
PEPSI,T
HUMSU
P,MAAZ
A
100 2
6) S.L.J IYANGAR BAKERY
01 02 03 04 05 06 07 08 09 10
J.M WALI 9482399565 5*9 ----- MAAZA,FROO
TI,SLICE.7UP,S
PRITE
200ML,1/2
,1,2 LTR
P SPRITE,
COKE,P
EPSI
30 3
7) SHABHANAM COLD DRINKS
01 02 03 04 05 06 07 08 09 10
R.L
PADEKNO5R
8722063453 8*15 6 PEPSI,7UP,THU
MS
UP,MAAZA,CO
KE
200ML,1/2
,1,2 LTR
A,
O
PEPSI,7
UP,SLIC
E
46 4
8) SAYIA BAKERY
01 02 03 04 05 06 07 08 09 10
RAJESAB 9035924702 8*15 4 COKE,MAAZA,
SPRITE,7UP
200ML,1/2
,1,2 LTR
A,
O,
T
SPRITE,
MAAZA
30 2
ADDRESS :- NEAR RAILWAYSTATION BIJAPUR.

BIJAPUR
33
9) SHABHANAM HOTEL
01 02 03 04 05 06 07 08 09 10
KALIV.
PADEKNOO
R
990049429
0
15*4
0
60 PEPSI,SPRITE,
7UP
200ML,1/
2,1,2 LTR
A,F 7UP,SLI
CE,SPRI
TE
45 3
ADDRESS :- NERA RAIL WAYSTATION BIJAPUR.
10) GANESH BAKERY
01 02 03 04 05 06 07 08 09 10
RAVI
NATIKAR
9900764602 10*1
0
------ PEPSI,7UP,SPRI
TE,SLICE
200ML,1/2
,1,2 LTR
A,P 7UP,SPR
ITE,SLI
CE,PEPS
I
100 4
ADDRESS :- NEAR RAIL WAYSTATION BIJAPUR.
11) AGARWAL BHAVAN
01 02 03 04 05 06 07 08 09 10
PRADEEP.
GUPTA
9611223354 20*2
4
------
-
PEPSI,COKE,SL
ICE,MAAZA
200ML,1/2
,1,2 LTR
A,P PEPSI,7
UP,SPRI
TE
50 4
ADDRESS :- NEAR RAIL STATIONBIJAPUR.
12) S.L.V IYANGAR BAKERY
01 02 03 04 05 06 07 08 09 10
DJ
KRISHNA
IYANGAR
944897291
0
20*3
0
-----
-
PEPSI,COKE,
KINLEY
200ML,1/
2,1,2 LTR
A,
P
PEPSI,7
UP,THU
MSUP
50 5
ADDRESS :- OPPOSITE PEARL HOTEL BIJAPUR.

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13) NAGRAJ KIRANASTORES
01 02 03 04 05 06 07 08 09 10
NAGARAJ
GOOGI
897108284
7
8*8 ---- SPRITE,7UP,C
OKE,PEPSI
200ML,1/
2,1,2 LTR
P 7UP,SPR
ITE,SLI
CE
15 1
ADDRESS :- OPPOSITE SASNOORHOSPITAL BIJAPUR.
14) SAI KIRANA & GENERAL STORES
01 02 03 04 05 06 07 08 09 10
SANGMESH 15*1
0
-----
-
7UP,THUMS
UP,COKE,PEPS
I
200ML,1/
2,1,2 LTR
P,Y FROOTI
,MAAZA
,7UP
10 1
ADDRESS :- OPPOSITE SASNOORHOSPITAL BIJAPUR.
15) SHAH KIRANA STORES
01 02 03 04 05 06 07 08 09 10
BIKU
SHAHA
990299757
6
16*1
2
----- 7UP,SPRITE,M
AAZA
200ML,1/
2,1,2 LTR
P SPRITE,
7UP
30 2
ADDRESS :- OPPOSITE BADIKAMANJ.M ROAD BIJAPUR.
16) ARZOO PONSHOP
01 02 03 04 05 06 07 08 09 10
L.M PATEL 988090676
9
4*6 ----- PEPSI,ZEERA
SODA,COKE
200ML,1/
2,1,2 LTR
N COKE,
7UP,SPR
ITE
28 1
ADDRESS :- OPPSITE BADIKAMA J.M ROADBIJAPUR.

BIJAPUR
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17) KORTI MEDICAL STORES
01 02 03 04 05 06 07 08 09 10
M.H.KORTI 789954937
3
5*10 ---- SPRITE,
7UP,PEPSI
200ML,1/
2,1,2 LTR
A,P SPRITE,
7UP,PEP
SI,
20 3
ADDRESS :- OPPOSITE BADIKAMAN J.M.ROADBIJAPUR
18) SHRI KANHIYA SWEATS
01 02 03 04 05 06 07 08 09 10
RAHUL
GUPTA
948324827
7
10*5 ------ PEPSI,COKE,7
UP,APPY,MAA
ZA
200ML,1/
2,1,2 LTR
P SPRITE,
PEPSI,C
OKE
15 3
ADDRESS :- OPPOSITE BUS STAND BIJAPUR.
19) MAHARAJ SWEETS
01 02 03 04 05 06 07 08 09 10
ABID KAZI 990041414
4
8*15 -----
-
PEPSI, COKE,
FROOTI,
SPRITE
200ML,1/
2,1,2 LTR
A,P SPRITE,
7UP,PEP
SI,
SLICE
45 5
ADDRESS :- NEAR BUS STAND BIJAPUR.

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36
20) HOTEL KAPALI
01 02 03 04 05 06 07 08 09 10
DINESH
NAYAR
9480339481 15*3
5
75 PEPSI,COKE,T
HUMS UP,
SPRITE,FROO
TI
200ML,1/2
,1,2 LTR
N,
O
THUMS
UP,
COKE,7
UP
50 6
21) HEERA COLD DRINKS
01 02 03 04 05 06 07 08 09 1
0
K.L
TADALGI
944844183 15*2
5
20 COKE,7UP,SPR
ITE,
FROOTI,THUM
S UP
200ML,1/
2,1,2 LTR
N.
O
THUMS
UP, 7UP,
SPRITE
25 3
22) NANDINI BAKERY
01 02 03 04 05 06 07 08 09 10
UDAY
SHETTI
9620313435 15*8 ------ PEPSI,COKE,F
ROOTI,APPY,B
INDU
200ML,1/
2,1,2 LTR
P,T SPRITE,
MAAZA,
PEPSI,
50 8
ADDRESS :- BUS STAND BIJAPUR.

BIJAPUR
37
23) SAYMINARAT WATER
01 02 03 04 05 06 07 08 09 10
ANIL
SURYAVANS
HI
872265554
9
8*5 ------ SPRITE,
7UP,MAAZA,P
EPSI
200ML,1/
2,1,2 LTR
A,P SPRITE,
7UP,
PEPSI,C
OKE
70 1
ADDRESS :- BUS STAND BIJAPUR.
24) KANNAN PANSHOP
01 02 03 04 05 06 07 08 09 10
M.R.KALAD
AGI
9035393200 5*5 ------
-
SPRITE,7UP,SL
ICE,FROOTI,M
AAZA
200ML,1/2
,1,2 LTR
P,Y SPRITE,
FROOTI,
SLICE
100 2
ADDRESS :- BUS STANDBIJAPUR.
25) HIMALAYA COLDDRINKS
01 02 03 04 05 06 07 08 09 10
A.M. ATTAR 20*1
5
25 SPRITE,7UP,PE
PSI,COKE,MOU
NTAIN
200ML,1/2
,1,2 LTR
A,P SPRITE,
APPY,FR
OOTI
100 3
ADDRESS :- NEAR BUS STAND BIJAPUR.

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38
RETAIL AUDIT ON RESTAURANT
1) ROYAL RESIDENCY
01 02 03 04 05 06 07 08 09 10
SHARAN 9561696679 60*8
0
80 SPRITE,7UP,M
AAZA,
FROOTI,COKE,
MOUNTAIN
DEW
200ML,1/2
,1,2 LTR
P,T SPRITE,
MAAZA,
OMKAR
300 12
ADDRESS :-NEAR GOLGUMBAZRAIL WAYSTATION BIJAPUR.
2) HOTEL SANMAN NEXTS
01 02 03 04 05 06 07 08 09 10
NAGESH 9449954494 80*4
0
100 PEPSI,COKE,F
ROOTI
200ML,1/2
,1,2 LTR
M PEPSI,S
PRIE,7U
P
40 20
3) HOTEL PEARL
01 02 03 04 05 06 07 08 09 10
ADILAHMEE
D
9743343442 50*2
10
60 THUMS
UP,SPRITE,7UP
200ML,1/2
,1,2 LTR
O,P THUMS
UP,SPRI
TE
50 10
ADDRESS :- OPPOSITE GOLGUMBAZSTATION ROAD BIJAPUR.

BIJAPUR
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4) HOTEL HERITAGE
01 02 03 04 05 06 07 08 09 10
UDAY
SHETTI
8970613056 60*4
0
40 PEPSI,COKE,M
OUNTAIN
DEW,SPRITE
200ML,1/2
,1,2 LTR
M,
P
PEPSI,S
PRITE,
COKE
64 20
ADDRESS :- OPPOSITE GOLGUMBAZSTATION ROAD BIJAPUR.
5) HOTEL NAVARATNA
01 02 03 04 05 06 07 08 09 10
JAYA
SALIYAN
9035926075 40*6
0
80 THUMS UP,
SPRITE,PEPSI,
BINDU
200ML,1/2
,1,2 LTR
O,
P
THUMS
UP,SPRI
TE
150 13
ADDRESS :- STATION ROAD BIJAPUR
6) HOTEL GOLDEN HEIGHTS
01 02 03 04 05 06 07 08 09 10
VISHWNAT
H
8197737717 40*9
0
250 PEPSI,COKE,F
ROOTI,SLICE,
7UP
200ML,1/2
,1,2 LTR
P,A PEPSI,C
OKE,7U
P
350 25
7) HOTEL BASAVRESIDENCY
01 02 03 04 05 06 07 08 09 10
VIJAYKUMA
R DONI
9886230091 7000
SQF
T
60 PEPSI,COKE,M
OUNTAIN
DEW, APPY
200ML,1/2
,1,2 LTR
P PEPSI,S
PRITE,
SLICE
120 22

BIJAPUR
40
8) HOTEL MADHUVAN
01 02 03 04 05 06 07 08 09 10
BABURAY 998693289
3
40*5
0
50 THUMS
UP,SPRITE
200ML,1/
2,1,2 LTR
O THUMS
UP,COK
E,PEPSI
100 30
9) HOTEL EVEREST
01 02 03 04 05 06 07 08 09 10
ZAMEER
BAGALKOT
924321764
6
20*7
0
65 PEPSI,SPRITE,
7UP,SLICE,APP
Y,FIZZ
200ML,1/
2,1,2 LTR
A.P PEPSI,7
UP,SPRI
TE
55 10
ADDRESS :- OPPOSITE BASAVESHWARCIRCLE BIJAPUR.
10) HOTEL TOORIST
01 02 03 04 05 06 07 08 09 10
S.N.MATH 08352-
250655
20*1
00
64 COKE,MAAZA,
SPRITE,7UP,
MOUNTAIN
DEW
200ML,1/
2,1,2 LTR
N,
T
COKE,
MAAZA,
SPRITE
35 8
ADDRESS :- MG ROAD BIJAPUR
11) HOTEL PRABHU SAGAR
01 02 03 04 05 06 07 08 09 10
RAKHESH
PRABHU
997218937
2
2000
SQF
T
80 COKE,SPRITE,
PEPSI,MAAZA
200ML,1/
2,1,2 LTR
N,
M
COKE,S
PRITE,P
EPSI,
50 10
ADDRESS :- MG ROAD BIJAPUR

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41
12) MYSORE RESATURANT
01 02 03 04 05 06 07 08 09 10
NAGESH
SHETTY
08352-
250851
40*1
00
200 THUMS UP,
MAAZA,
7UP,APPY,FIZZ
,PEPSI
200ML,1/2
,1,2 LTR
O,
T
THUMS
UP,
MAAZA,
50 42
ADDRESS :- NEAR GANDHI CHOWK BIJAPUR.
13) KAMATH RESTAURANT
01 02 03 04 05 06 07 08 09 10
SADANAND
A KAMATH
08352-
223744
100*
60
70 SPRITE,PEPSI.
7UP,
MAAZA,FROO
TI,COKE
200ML,1/2
,1,2 LTR
A,P SPRITE,
7UP,PEP
SI,COKE
70 40
ADDRESS :- NEAR GOLGUMBAZSTATIONROAD BIJAPUR
14) GODHAVARI RESTAURANT
01 02 03 04 05 06 07 08 09 10
BUJANGA
SHETTY
08352-
271305
120*
190
45 SPRITE,7UP,PE
PSI,COKE,SLI
CE
200ML,1/
2,1,2 LTR
A,P SPRITE,
7UP
50 12
ADDRESS :- ATHANI ROADBIJAPUR
15) HOTEL TOWN PALACE
01 02 03 04 05 06 07 08 09 10
SHANTESH
KALSAGON
DA
934201845
7
1AC
RE
500 SPRITE, 7UP,
PEPSI,COKE
200ML,1/
2,1,2 LTR
A,
P
SPRITE,
7UP
800 64
ADDRESS :- ATHANI ROADBIJAPUR

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Finding
When first time we are going to make the survey for selected
area in bijapur that is railway station to all-ameen medical college,
first time we have visit to cold drinks outlets the people are very
collaborate to give the information about outlets that is owner name,
shop name, mobile number, brands of cold drinks, which product has
more sale, how the visual merchandising, will visual merchandising
impact on sales, and many more they are answered very supportive.
Then we have to choose kirana stores and bakery there also
we have collect the information ,then we have to choose the restaurant
and there also we have collect the information .
Totally that is a very good experience to me so I would like
thanks my internal guide prof ;M Y PATTANASHETTI

BIJAPUR
43
Suggestion and Recommendations:
An overview of the survey is carried out to analysis the perception of customers
towards Soft drinks. The Conclusions drawn from the study recommended broadly the
following suggestions to enhance the company and the ice creams.
 “Synchro marketing”. a concept of marketing where in extra efforts should be made to
increase the consumption of Soft drinks even in off-season through flexible pricing
and promotional activities.
 Price of Soft drinks could be affordable on Family packs and on 1 ltr and 300ml by
keeping in mind the larger class of people or customer.
 As it is evident from the survey that advertisement is the key communication media to
reach the people, efforts should be made to increase the Brand Awareness’ and ‘Brand
image’ which even help for other upcoming Soft drinks Products.
 Local distributors should try to establish tie-up with marriage halls and target
functions and ceremonies that will help to increase the sales.
Suggestion about retail outlets try to increases the size of sitting arrangements, attraction
retail outlets, location is the most important to retail outlets and as per sales. Start investing
the more money to investments and promotion of retail outlets.

BIJAPUR
44
Suggestion to upcoming retail outlets and upcoming Soft drinks products. Most
important is location to start retail parlour. I want to suggest location to start retail parlour.
Rail way station
GolGumbaz
Remand home
Badikaman
Stadium
M.G, Road
Shivaji circle
Opposite Siddeshwar temple
Water tank

BIJAPUR
45
CONCLUSION
This project has helped me understand the importance and
significance of retail audit means its name, address and etc. retail
audit will be helped to upcoming or new entrants into the market. It
has given me exposure tothe practical side of retailing and at the same
time enhanced my knowledge by applyingtheory learnt in class to
practice.
1. Before supplying stock to the outlets, date of manufacturing
should be checked so as to avoid supply of out dated stock.
2. To avoid melting of stock, proper arrangements should be made,
and as soon as they are kept in ‘chipper boxes’, they should be
supplied to outlets.
3. Service should be improved and periodic feed back should be
obtained from the outlets better than other companies.
4. When the season starts, excess stock should be maintained to
meet the demand from the outlets.
5. Many outlets complained that Bindu, coke and other brands are
giving less profit margin as compared to local brands. As there
are scheme for customer, new schemes should be introduced for
outlets.
6. Few outlets even insisted to have ‘Box packing’ for family
packs.
7. Soft drinks Company should improve the relation with Outlets
by conducting regular meetings & offering attracting schemes of
companies.

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BIBLIOGRAPHY
BOOKS:
 Retail Management By Ron Hasty & James Reardon
 Marketing Management . Philip Kotler
 Research Methodology . Cooper and Schindler
JOURNALS AND MAGAZINES:
 Business World
 Business Today
WEBSITES :
 www.google.com
 www.wikipedia.com
 www.answers.com

BIJAPUR
47
ANNEXTURE
Questionabout retail outlets.
Respected Sir/madam,
I am ARUN .M. SAVUKAR BBA 5th sem student of A.S.Patil
college of commerce bijapur, I am doing a survey on retail audit on retail
outlets. So i request you to fill up these questions and also assure that the
information provided by you will be kept confidential and only for
academic purpose.
1.Owner name :
2.Phone no :
3.Size of area :
4. Sitting arrangements :
5. Visibility of products :
6.Brands :
7.Size of products :
8.Most sales :
9.Catchment area :
10.Objective :
11.Address :
12. Problems :
13. Labour :

Retail Audit

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Retail Audit