SIP report presentation on Coffee Day Beverages.Topic was "A study on market condition of coffee day toned milk as well as comparative analysis with existing brands and identify ways to increase coffee day tetra pack milk sales."

1. Coffee Day Beverages
Lakhyajit Kalita
Roll no: 18-50-129
A part of Coffee Day Enterprise Limited

2. Topic: “A study on market condition of coffee day toned milk as well
as comparative analysis with existing brands and identify ways to
increase coffee day tetra pack milk sales”
Primary Objectives of the study are as follows:-
 Analyse the current milk Market in some part of Guwahati.
 Evaluate the scenario of Company’s product in Guwahati; &
 Suggestions on increasing Market share of Coffee Day Beverages in Guwahati.
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3. Limitation of the study:
 Limitation of time: The study was conducted in a short duration; therefore, many
aspects may have been left unexplored.
 Limitation of the respondents: The respondents didn’t reply the questions
precisely as they were busy with their own work and some were not interested in
taking part in such a research.
 Limitation of the sample: The research has been conducted for a limited
population size which did not cover all retailers.
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4. Basis of the analysis:
 Profile: Intern at Marketing and Sales Department
 Study Area: Guwahati City mainly in Beltola, Sixmile, Fancy Bazar.
 Research Methodology: The data for the study were collected through a well
structure questionnaire, Descriptive method of analysis is used to analyse the
data.
 Statement of the problem: The study is done to know how the substitute
products are affecting the Market growth of Coffee Day Beverages.
 Sample Size: 169 | No of respondents: 146
Contd.
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5. …
 Type of research: Descriptive and Qualitative.
 Tools of data collection: Primary Data – Collected through ‘QUESTIONAIRE’
Secondary Data – Official Websites and annual report.
 Sample Design: The method used for sample design is non probability purposive
sampling method.
 Frame Work of Analysis: Analysis of data is done through Microsoft Excel
tables.
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6. About The Company
 Parent Company: Coffee Day Enterprise Limited
 Since the inception in 2002, Coffee Day Beverages pioneered the liquid coffee
vending machines in India. With over 50,000 installations across the country.
 Their strong service network comprises of experienced technicians distributed
geographically.
 Coffee Day Beverages is geared towards rolling out a wide range of teas and other
beverages like Milk, Sugar, Energy drink etc. to cater to this segment of the
market.
Tagline: Brewing Happiness
Corporate office: Bangalore,
Founder: VG Siddhartha, Interim Chairman: SV Ranganath
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7. About Guwahati Unit
Office Location:
Near NPS School, Lokhra
Guwahati-781034, +91 9678945249
Total Employees: 13 including Branch Manager Mr. Bishal Bora
Mentor: Ankur Hazarika, Territory Sales Manager
Primary works in the office:
1. Day to day sales management of Coffee Machines, Beverages across the territories
under Guwahati.
2. Follow ups to lead.
3. Relationship Management.
4. New market development. 7

8. About the product:
 Price:
62 for 1 Ltr SKU
32 for half Ltr SKU
 Packaged by Hassan Coop Union, Nandini, Bangalore
 Marketed by Coffee Day Beverages
 Fat quantity:  3.2
 Tetra Pack Only
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9. SWOT Analysis of the product
Strength:
• Coffee Day Beverages is a backward
integration of Coffee Day Enterprise so it is
easy to strategize and implement
effectively in their own outlets and allied
portfolios.
• Café Coffee Day is a common name when
one looks for standard and luxury. So it
impacts the Coffee Day Beverages.
Weakness:
• Poor marketing as well as promotion
• Limited stocks of SKUs in warehouse.
• No relationship management with retailers/clients.
• There was no proper feedback mechanism with clients.
• Late entrant in Tetra pack Milk segment.
• High MRP at the initial stage.
• Unattractive packet design.
Opportunity:
• Billboard or digital marketing or TVC
• They can introduce small tetra pack like
200 ml in the market.
• Increase the follow-ups of the leads.
• Targeting the big corporate houses.
• They can introduce as a local brand by
customizing packets in local language-
Assamese.
Threats:
• The big players like Amul, Nestle etc.
• Local brands like Sitajakhala, Purabi etc.
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10. Duties of Intern
 Make secondary sales.
 Maintain follow-ups.
 Data entry
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11. Findings
14%
70%
9%
6%
1%
Minimum price to retailers
666-670
671-675
676-680
681-685
686-690
8%
39%51%
2% Minimum price to retailers
591-600
661-670
671-680
691-700
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12. …
18%
82%
Awareness
yes
No
3%
3%
67%
6%
21%
Brand Interest
Price
Brand Power
Customer Preference
Quality
Sound Supply Chain
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13. Value addition to the company
 26 new retailer’s lead individually.
 40,000 sales in group.
 Resumed old clients.
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14. Challenges faced as an intern
 Firstly, the product was new for many retailers so it was difficult to convert them as a
new client for the company.
 Most of the retailer couldn’t respond properly or completely due to work pressure in
their shops and hence it was quite difficult to get their valuable time.
 Most of the respondents thought it was for academic exercise only so they were not
much serious about it.
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15. Suggestions to the company
 Service level: Since Coffee Day Beverages (CDB) is late entrants so it might be tough
to take decisions regarding sales and marketing segment. The company should solve the
matter of distribution.
 SKU: The Company is creating new impact on Beverages sector by introducing milk
product as well as other products. So they should focus on USPs like lending pricing to
retailer, Attractive packaging, etc. to promote their brand.
 Promotion: Proper advertisement should be there to bring awareness among people.
whether it is Digital or Offline marketing (Hoarding, Store-front, Banner etc).
 They should set-up a plant and organize the farmer to cater the NE India.
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16. Usefulness of the training
 Manager and Sales officer were helpful in sharing knowledge.
 I have also learnt about the work culture at Coffee Day Beverages, Guwahati Unit
and how to maintain a good and friendly relationship with employees.
 I have gained experience in conducting surveys.
 Practical Selling Skills.
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17. Thank You.
Roll No- 18:50:129
Lakhyajit Kalita