Business Development Model for Dairy Portfolio Essay Example

Business Development Model for Dairy Portfolio Paper BRITANNIA INDUSTRIES LIMITED Business Development Model First Phase product/channel matrix for developing the dairy portfolio in OOH/ACD Autumns Project Report SUVANSH BHARARA PGP-10-173 PGDM 2010-2012 S. P. JAIN INSTITUTE OF MANAGEMENT RESEARCH, MUMBAI Acknowledgement I would like to thank Britannia Industries Limited for giving me an opportunity to intern with them. The overall experience of working at Britannia was outstanding and there was immense learning during the course of my project. I am extremely grateful to my mentor Ms. Priyadarshini Shinde, Channel Development Manager – Alternate Channels for the trust shown in my judgment opinions. The amount of freedom and responsibility that I was given helped me back myself during the project and strive to produce tangible results. Her high expectations from me and the unwavering support extended to me motivated me to work doubly hard for the project. I am thankful to her for guiding me through every stage of the project and providing me with all the necessary resources. I would like to make a special mention to Mr. Vikas Dogra – Channel Head, Alternate Channels for always inspiring me to take the project to the next level. I am especially thankful to Mr. Jasjeet Kochar – Business Development Manager, Alternate Channels – North, for coordinating the entire project with me by giving useful business insights on market execution and business development, and allocating resources whenever required. I would like to express gratitude to the entire Britannia team at the Bangalore office the Delhi office, including the Dairy Division, Alternate Channels, and Quality Division for making my internship a really memorable one. I would like to ake a special mention to Ms. Arpita Bagchi, HR Manager, for ensuring that the internship went off smoothly. I would also like to thank Mr. Shridhar Panshikar, National Sales Director at Britannia, for critically evaluating my final presentation and giving useful insights on taking this project forward. Last but not the least; I am thankful to my f aculty advisor Ms. Renuka Kamath for always sharing her opinion and giving insights on my project which helped me in putting up good results. Executive Summary Britannia’s Alternate Channel division was set up around six years back to cater to out of home consumption. We will write a custom essay sample on Business Development Model for Dairy Portfolio specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Business Development Model for Dairy Portfolio specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Business Development Model for Dairy Portfolio specifically for you FOR ONLY $16.38 $13.9/page Hire Writer OOH consumption has taken off in India, with consumers spending close to 15 hours of their day outside home. As a result, biscuits at touchpoints such as schools, offices, canteens, bus stand, InFlight, railways stations etc have become big business. An entire ACD team manages the Alternate Channels across the four regions of India, headed by a Channel Head a Channel Development Manager. This project involved development of the dairy portfolio in the OOH space. Dairy is very big in the out of home segment, especially since the dairy requirements lasts throughout the day and they are typically very high value products. This project involved business development model for the dairy portfolio in the ACD Channel, by rolling out a pilot in the North Region (Delhi-NCR market). Another immediate deliverable of the project was to manage the launch execution of Tiger Zor across India, by ensuring billing to the distributors, tackling any potential bottlenecks to invoicing, ensuring maximum point of sale material execution, sales rep training, and addressing quality issues(if any). During the first two weeks of the project, the product was launched in South1(Bangalore Market) by carrying out aggressive sampling activities and distributor briefings. During the next six weeks, the emphasis was on building the market scoping, along with the potential for Britannia in this space, and aligning it with the sales distribution systems prevalent in Britannia to ensure a smooth integration. The key methodology followed in this business development Model was the use of structured interviews focussed discussions with the stakeholders and consumers. The pilot integration was carried out in Gurgaon Noida and all the integration steps were followed to learn from any shortfalls that might have occurred. The result of this project is the development of a market estimate for Britannia from where they can launch aggressively into the Dairy Portfolio in the North Region, leverage on their strengths and take on the competition. The integration was successfully completed in the North Region and even billing to the distributors, together with back end updation was addressed. The learnings recommendations from this project will allow Britannia to integrate the Dairy Portfolio across all the regions in India. Contents Project Scope Objectives| 5| Project Methodology| 6| Managing Launch Execution of Tiger Zor| 7| Project Zor| 14| Business Development Model for the Dairy Portfolio in the ACD Channel| 15| Understanding Customer Requirements| 15| Competition Study| 20| Distributor Requirements| 22| Pilot Integration| 23| Product Channel Matrix| 24| Major Areas of Concern| 26| Additional Inputs| 27| Execution Plan for NBD in the Pilot Market| 28| Consolidated Project Learnings| 29| Appendix 1 : Project Charter| 31| Appendix 2 : Key Learnings from Marketplace Visit| 32| Appendix 3 : Tiger Zor Liquidation Plan| 33| Appendix 4 : Pilot Integration at Leela| 33| Appendix 5 : Tiger Zor Sales| 34| Appendix 6 : Structured Questionnaire| 34| Appendix 7 : First Phase of developing the dairy portfolio in OOH/ACD| 35| Appendix 8: ACD Account List in Gurgaon| 38| 1. Project Scope and Objectives Project Title: Business Development Model for the Dairy Portfolio in BIL’s ACD Channel Objectives: 1. Manage Launch execution for Tiger Zor in ACD 2. Understand scope potential of the Dairy Portfolio in the OOH/ACD Channel 3. Map Competition 4. Develop a first phase product/channel matrix for developing the Dairy Portfolio in OOH/ACD 5. Develop an execution plan for Business Development in Phase 1 Key Deliverables: Deliverable| Measure of Success| Successfully execute Tiger Zor Launch across 4 regions| Sales, ECO, Visibility Metrics| Scoping Document and alignment with Dairy Team| Submission of plan as per defined timeline| Development of Execution Plan for Business Development| Submission of plan as per defined timeline| Project Scope: Liaisoning with the following a) ACD Sales Team (BDM,SO,TSI,PSM,CP) b) Dairy Team c) Customers d) Channel Partners Travel across different metros across India was required. Project Learning Objective: * Indepth understanding of ACD and At Works as a channel * Understand Account Building Blocks Understand the process of business development (opportunity mapping, competition scanning, developing mix and execution plan) Targeted Benefit to the company: The Dairy Portfolio is pegged to be a Rs. 60 crore per annum business and this project will execute the first steps of the ACD Team in this space. 2. Project Methodology A Pilot market approach was employed to execute this project. * Tiger Zor Launc h across all four regions of India * Execution of Business Development in the North Market (Delhi-NCR) The pilot was successfully implemented in the Markets of Gurgaon Noida. The research was mostly exploratory in nature and several standardised tools like structured questionnaire were employed during the course of this project. 3. 1 Project Timelines 3. Managing Launch Execution of Tiger Zor 4. 2 Product Launch in South 1 The first step was to launch the product in South 1 Region (Andhra Karnataka) by conducting a briefing of the regions’ distributors and starting invoicing. Approach: A three pronged approach was planned for the launch execution of Tiger Zor in South 1 region which involved: * Distributor briefing * Product Sampling * Ensuring product invoicing Results: The following results were achieved after the product launch in South 1: * 68 cases of Tiger Zor were billed immediately post launch * More than 30,000 bottles of Tiger Zor were sampled at five sites * There was a 20% increase in offtake of the product post sampling * More than ten ACD Accounts were opened for invoicing Learnings: The major learning from this task was to ensure build up of traction through the sampling activities. Traction is built by ensuring product presence across channels once the sampling activity is undertaken, else the product will be forgotten by the consumer. As it is said – ‘Out of sight, out of mind’. This is a learning curve for new product launches Eg. Yogurt. The above figure shows the learning curve obtained from this task. * Identify touchpoint where sampling can be undertaken * Touchpoint should have ACD Accounts/MRP counters where the product can be placed * Draw up a Accountwise stock plan ensure timely IDT (Inter Depot Transfer) of stock * Develop an offtake tracker to track the product offtake The findings from each of the sampling activity were documented pertinent data related to price points, product qualities etc were shared with the Brand Team. The following data points were obtained from Salarpuria Softzone Tech Park, Bangalore: 4. 3 Sample Consumer Study A sample consumer study was conducted in the Pilot Market (Delhi-NCR) to obtain key insights on the brand, product likeability, product consumption pattern etc. Approach: A dip stick study was conducted in the North Region (Delhi-NCR) by recording the responses of over 200 consumers and 7 distributors. More than 40 cases were also sampled at Britannia Bazaar at Maruti Suzuki from where pertinent data points were obtained. Observations: Metric Measured: Brand Awareness There is a need to induce trials by sampling in the pilot market. Metric Measured: Product Relevance The product is considered highly relevant by the TG, although Chocolate Milk is considered to be a kids’ drink. Metric Measured: Product Differentiation TG Speak: ‘real bits of badam, thicker, different packaging’ Metric Measured: Consumption Occasions Consumption Occasions AtWorks : Work breaks or to supplement meals School : tiffins Hotels : Mini Bars Railways : Substitute to CSD Metric Measured: Product Credibility Credibility high due to Britannia brand name, but the credibility was hit due to the quality issue in North region. Metric Measured: Repeat purchase Intention TG Speak: ‘I don’t mind spending money on a product that is tasty healthy’. 4. 4 Sales Operation Coordination Operations contributed a significant part to this project and it entailed successful coordination with the Brand team ACD Team to ensure billing of stock as against the plan. Approach: To coordinate the Operations, a three pronged strategy was employed that involved ensuring billing POSM allocation, Liaisoning with Logistics for IDT and Managing Back End. Results: The following billing was achieved across all four regions: MONTH| GROSS(VAL)| VOLUME| September| 7. 05 Lacs| 6. 23 tons| October| 4. 26 Lacs| 3. 81 tons| TOTAL| 11. 31 Lacs| 10. 04 tons| The following ECO’s were achieved across the four regions: REGION| ECO| North| 5%| West| 12%| South1| 2%| South2| 12%| TOTAL| 9%| Learnings: The biggest learning from sales operation coordination was solving the problem of slow offtake and product quality in the North Region. The following steps were involved in providing the end to end solution to a product quality issue: Identify Problem : Backtrack Secure Back End : Sensitize Aws TSI Build customer confidence : Sampling Build Team confidence : Offtake tracker Product Handling Tool shared with TSIs and 10 AWs Sampled 60 CBB at 8 Accounts 20% increase in Offtake 4. 5 Tiger Zor : Way Forward Secure the Back End by Price Updation for Depots and Distributors. 1. Product Handling Sensitisation which is very crucial for a new category product a. Regional Business Development Managers to educate the Sales Incharges and Distributors using a Tool b. Surprise checks at Depot/Distributor point by Sales Incharges and this should be included in their WOW(Ways of Working) 2. Product Sampling to create an audience pull c. Plan sampling at relevant touchpoints such as tech parks and schools 3. Tackling competition Brand| MRP| Vol| Trade Margin| Distributor Margin| Tiger Zor| Rs 20| 150 ML| 10%| 5%| Amul| Rs 17| 200 ML| 17%| 10-15%| Gagan/Gopaljee| Rs 17| 200 ML| 20%| 10-15%| MTR| Rs 25| 200 ML| 15%| 10-15%| Outflank unit margin price comparison Accountwise Sampling Plan (Create Pull) Key Touchpoint : Railways System Sale rather than Product Sale Custom tiffins for kids, ‘Had Milk? ’ Hardware at Offices Collateral Support to vendor : spoons, plates, napkins System Selling is a concept wherein the product enters the shelf of the vendor/customer by acquiring the customer. Britannia needs to create a milk consumption culture and ensure the unit price concept is outflanked. 4. Project Zor Identify geographical area Identify type of outlet Fix Level of distribution Fix level of stocking Competition Data : external syndicated data Target Specific level of repurchase Assess Track achieved, Volume distributed Repeat Purchase Brand Management product communication Fine tune communication strategy Learnings from Project Launch Execution Liaisoning with ACD Sales Team, Dairy Team, Customers Channel Partners Ensuring Maximum Impact through Brand Activation Exercises Troubleshooting breather functions : IDT, POSM execution, Primary Billing Stepwise addressal of product quality issues (North) Developing metrics to measure product launch impact Takeaways for BIL ( New Product Launch) Secure Back End with Price Updation Technical Training for Team/Channel Partners : Product knowledge handling Achieve Consistent ECO Targets : Focus Product Launch System Selling rather than Product Selling 5. Business Development Model for the Dairy Portfolio in the ACD Channel Approach: The following approach was adopted for the business development model for the dairy portfolio: * Understanding BIL’s Product Portfolio * Product USPs Eg : Slimz Milk (0% Fat), 100% Cow’s Milk (Betakerotine) * Product Technicalities Eg : Processed cheese easy to melt * SKU wise Shelf Life, Chief Market Rate * Knowledge transfer from Modern Trade Integration Team * Depot wise SKU Level Planning * Back end price updation * AW Requirements * Focus Market : North (Delhi-NCR) Structured Questionnaire for customer profiling competition study * Interviewed 45 ACD customers (new existing) * AW Requirements (interviewed 7 Aws including those of Dabur, Pepsi, Amul) * Thumb rule projections in the pilot market * Pilot an integration : end to end solution 6. Understanding customer requirements 6. 1 Customer Range Requirements: HOTELS Touchpoint : Hotels No. of accounts visited : 8 No. of Pilot Account s : 25 The entry points for Britannia would be UHT Milk, UHT Low Fat Milk, and Cheese Flavoured Milk. This was the observed customer decision making process: 6. 2 Customer Range Requirements: AT WORKS Touchpoint : At Works No. of accounts visited : 15 No. of Pilot Accounts : 300 The entry points for Britannia would be Flavoured Milk and Dahi. The following customer decision making process was observed: 6. 3 Customer Range Requirements: HOSPITALS Touchpoint : Hospitals No. of accounts visited : 5 No. of Pilot Accounts : 25 The entry points for Britannia would be Curd HUT Low Fat Milk. The following customer decision making process was observed: 6. 4 Customer Range Requirements: RAILWAYS Touchpoint : Railways No. of accounts visited : 1 No. of Pilot Accounts : 10 The following decision making process was observed: The following decision making process was observed: 7. Competition Study AMUL Strengths * Competitive Rates * Nimble Distribution Network (60 Vehicles service Delhi-NCR) * Widely Available in the market Weaknesses * Limited Value Added Products Portfolio (Eg : Cheese) * Low Fat Range Nestle Strengths * Existing Distribution Network with Nescafe, highly penetrated * Winning products : Everyday(sachet), Dahi, yogurt Weaknesses Lack of focus in OOH, irregular supplies Mother Dairy Strengths * Competitive Rates * Nimble Distribution Network (60 Vehicles service Delhi-NCR) * Widely Available in the market Weaknesses * Very Limited product portfolio Dilecta Strengths * Nimble Distribution Network * USP : Liquid Whitener, cream Weaknesses * Very Limited product portfolio Nutralite Strengths * Competitive Rates * Low Fat Butter Range widely used Weaknesses * Very L imited product portfolio Shudh Garhwal Strengths * Covers 95% of HORECA accounts in Delhi-NCR * One stop Solution for ALL dairy needs Stocks branded products (Amul, MD,Dilecta) and own brands * Competitive rates, flawless servicing Weaknesses * No access to Value added products Eg : Cream Cheese 8. DISTRIBUTOR REQUIREMENTS To assess distributor requirements, focussed interviews were conducted with seven ACD distributors of Britannia five other big Out of Home distributors doing business with Dabur Amul. ACD Channel partner Concerns: Additional cost of infrastructure Additional Manpower Cost Setting up Cold Chain Storage Market Credit of 45 Days(Avg. ) What will be his ROI ? Other Big OOH Players: Dabur/Amul Amul ties up with NIMBLE local players Eg : Shudh Garhwal Dabur works at 7% AW Margin 15 days company credit 9. Pilot Integration 45 cases of UHT Slimz Milk were billed to Leela Kempinski in Gurgaon. The following steps were gone through while conducting this pilot integration : Understanding customer requirements Gap in competition servicing (Nestle) No special discount – Rate fixed Managed Back end – price updation, Stock IDT, delivery Sampled entire Dairy portfolio at the Account to the Chef Entry Point : UHT Slimz Milk, other categories (cheese range) opened Overall Dairy Business in the OOH/ACD Channel in the Pilot Market Focus Channel| Business Potential| HORECA| Rs 1950000| At Works| Rs 1824000| Hospitals| Rs 396000| Schools Colleges| Rs 460800| Railways| Rs 470000| Business Potential for Britannia in the Pilot Market : Rs 90 Lacs – 1 Cr Overall Market Potential Overall Business Potential in the Pilot Market : Rs 10-12 Cr Britannia can capture 10% of the Dairy Market (Realistic estimate) Competitive Pricing Portfolio services Value Added Needs for customers Local, nimble suppliers who are deeply penetrated Critical to target Entry Points for Business Development Eg. Cheese Range in HORECA Case Study : Leela Kempinski, Gurgaon Average Daily billing of Rs 1 Lacs (Dairy Portfolio) BIL can service close to 10-15% 10. Product Channel Matrix 10. 1 HORECA Total Business Size : Rs 20 Lacs Opening HORECA Accounts Product| Competition| BIL Action| UHT Milk Slimz| Nestle| Availability Timely IDT| TigerZor| Amul| Trade Schemes Sampl ing(1+1)| Cheese Range| Imported Brands| Pitch Aggressively, creating opening| 10. 2 AT WORKS Total Business Size : Rs 19 Lacs Opening AtWorks Accounts Product| Competition| BIL Action| Dahi| Nestle| Depot wise stock planning, ensure availability| TigerZor| Gagan/Amul/Gopaljee| Sampling, System Selling| 10. 3 HOSPITALS Total Business Size : Rs 4 Lacs Opening Hospitals Product| Competition| BIL Action| UHT Slimz Milk| Nestle| Stock Planning + Availability| Dahi| Nestle| Stock Planning + Availability| Dahi UHT Milk Availability On Time Delivery 10. 4 Schools Colleges Total Business Size : Rs 4. 5 Lacs Product| Competition| BIL Action| TigerZor| Gagan/Gopaljee| System Selling, Sampling Activity| 0. 4 RAILWAYS Total Business Size : Rs 45 Lacs 11. Major Areas of Concern Integration needs to resolve/outflank all these issues. 12. Additional Inputs These are some of the additional inputs that BIL will have to provide for the successful implementation of this project. 1. Sales Force a. Product Portfolio Training by Dairy Team b. Product Handling Training by Quality Team c. Special Task Force for New Business Development – 6 inte rns / TSI 2. Channel Partners d. Product Portfolio Training by ACD Team e. Product Handling Training by Quality Team / ACD Team f. Infrastructure subsidies for the first 2 months (sharing additional infra cost) g. Possible collaboration with a Bank to discount Bills – Nationally 3. Managing Back End h. SKU Level Price updation for all Depots / AW 4. Know your Customer i. Address Special Servicing needs Eg: System Selling for AtWorks, Sampling to chefs at Hotels 13. Execution Plan for New Business Development in the Pilot Market 14. Consolidated Project Learnings Logistics| Physical Flow of goods from factory till end consumer | Locations Method of Flow | Taxation at Various Points | Inventory Management | Management of Expiry/Returns | Distribution| Appointment of Channel Partner | Evaluation Process/Criteria | Distributor Margins, Cost and ROI calculation | Inventory Management at AW point / stacking norms | Hygiene Norms / Product Handling | Sales| Sales Organization Chart | Assesment of Front Line Sales Person/Intern | KPIs – Callage, Productivity, Range Selling | Month end sales meeting – who handles, what transpires | Sales person allowances incentives | BTL Promotions Sampling Activities | Territory Demarcation Route Mapping | Appendix 1. Project Charter 2. Key Learnings from Marketplace Visit Market Visit 1| 9th September 2011| Ravi (RSA)| * Product Portfolio familiarity – Britannia biscuits * Familiarity with AW(Nagalakshmi), AW infrastructure,Udaan platform, billing process, collection process * Fast(er) moving brands – Bourbon, Good Day,Nutrichoice,Cakes * Issues relating to RSA productivity * Efficient but not necessarily effective * Scouting for newer accounts Not very aggressively done * Forgets where to push which product and how * Unaware of incentives of over achieving targets, etc * Execution of plans has leaks, which can be plugged Britannia racks/dispenser used for storing other brands – Checks required * Popular biscuit brand Bourbon reported regular stock out – Planning is an issue * Approached an institutional buyer (McAfee) at a software park * Customer had unique requirements (small number of biscuits in separate packs) * Britannia’s strength – pitching it’s wide range of brands to customers * Pitched Nutri choice ATC pack – matched customer requirements – Account building Visit to Channel Partner| 10th September 2011| Annapoorna Enterprises | * This CP supplies to HORECA as well Biscuits Dairy are two different verticals – Returns on dairy are less because of infrastructural issues * For biscuits, 2 kinds of consumption – welfare account outsourced counter * Welfare Accounts give volume growth * Scouting for places like food courts in office complexes – people congregate * Minimum level of stock the CP has (7-8 lakhs of stock) * Keeps a buffer of 20% of fast moving SKU’s Explore opportunities for OOH consumption for Biscuits exploit that demand * Understanding how product launch occurs – Prelaunch exercise : understanding market segments, assembling distributors, fine tuning internal sales process Market Visit 2| 12th September 2011| Ranganathan Agencies (Dairy)| * Familiarity with dairy portfol io of Britannia and competition * Market strengths of Britannia Dairy – Cheese Pricing is an issue – loss of institutional accounts – more expensive compared to Amul * AW salesman productivity is an issue – not effectively pitching Britannia products – not knowing which product to pitch in what channel * Back end supply issues relating to non regular supply of Britannia Dahi (especially) – happens only once a week compared to Nestle which services daily. * Consumer speak –â€Å" Britannia advertises dairy products but it is not available ; so I purchase whatever is available (Nestle, Nilgiris)† – need to cut down on lost sales * Dairy Whitener – slow moving product Tiger Zor was available in some GT stores – huge potential – right now ground level activities to support launch have not taken shape 3. Tiger Zor Liquidation Plan 4. Pilot Integration at Leela Product| Description| Category| Market| QTY| 91573| CHEESE SLICES 476G 30PK CBB INST| Cheese| Cheese Insti| 1PK| 90168| CHEESE BLOCK 1KG 12PK CBB| Cheese| Cheese Insti| 1PK| 90322| CHEESE BLOCK NATURAL 1KG CEKA 12PK CBB| Cheese| Cheese Insti| 1PK| 90789| CHEESE PIZZA BLOCK 1KG 12PK CBB| Cheese| Cheese Insti| 1PK| 90323| CHEESE CASTED SLICES 2. 7KG 8PK CBB| Cheese| Cheese Insti| 1PK| 94129| CHEESE BLOCK 1 KG 12PK CBB (P)| Cheese| Cheese Insti| 1PK| 90562| BUTTER BLOCK 1KG 18PK CBB INST WO DPLX| Butter| Butter Insti| 1PK| 90794| BUTTER BLOCK MIXED 1KG 18PK CBB WO DPLX| Butter| Butter Insti| 1PK| 90186| BUTTER BLOCK 1KG 18PK CBB| Butter| Butter Insti| 1PK| 91180| WARANA BUTTER BLOCK 1KG 18PK CBB WO DPL| Butter| Butter Insti| 1PK| 90183| D. WHITENER JAR 10KG 1PK CBB| DW| DW insti| 1PK| 90184| D. WHITENER JAR 25KG 1PK BAG| DW| DW insti| 1PK| 94687| D. WHITENER JAR 10KG 1PK CBB(PR)| DW| DW insti| 1PK| 94493| D. WHITENER JAR 25KG 1PK BAG (S)| DW| DW insti| 1PK| 93145 | MILK UHT SLIMZ 1 LT 12PK CBB TRAY| UHT| UHT Retail| 1PK| 93141 | MILK UHT 1 LT 12PK CBB TRAY| UHT| UHT Retail| 1PK| 93143 | ACTIMIND MANGO FLAVOR 150 ML 25 PK| DP| ActiMind| 1PK| 93146 | ACTIMIND SBERRY FLAVOR 150 ML 25 PK| DP| ActiMind| 1PK| 94254 | ACTIMIND VALUE PACK MANGO| DP| ActiMind| 1PK| 4256 | ACTIMIND VALUE PACK STRAWBERRY| DP| ActiMind| 1PK| 94113 | TIGER ZOR CHOCO MIL 150ML 25PK CBB| DP| Tiger Zor| 1PK| 94634 | TIGER ZOR BADAM MILK 150 ML 25PK/CBB| DP| Tiger Zor| 1PK| 94380 | Cheese BG Flavoured Wedges 128g 36 Pk| Cheese| Cheese Retail| 1PK| 94385 | Cheese BG Slices Emmental 200g 24Pk| Cheese| Cheese Retail| 1PK| 94390 | Cheese BG Slices Gouda 200g 24Pk| Cheese| Cheese Retail| 1PK| 94402 | Cheese BG Plain Wedges128g 36 Pk| Cheese| Cheese Retail| 1PK| 5. Tiger Zor Sales (October 2011) 6. Structured Que stionnaire 1. What is the number of customers serviced per month? 2. What is the consumption of dairy products, by value and volume? 3. Which brand is used and at what price? 4. What is the current distribution model and market strengths of the competition? 5. What margins, discounts ; schemes you offered? 6. What is the customer’s decision making process? 7. What is the most important factor for choosing a particular product/supplier? 7. First Phase of Developing the Dairy Portfolio in OOH/ACD| | | | | | | | | Market : NOIDA| | | | | | | | AW : Sampurna Marketing| | | | | | | | | | | | | | Business Size : 1. 5-2 Lacs per month Payment Period : 30 Days| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Remarks : Shudh Garhwal is the supplier for all Dairy Products(Paneer, Khoya, Cream,Milk,butter,cheese), including branded products like Amul Cheese, Mother Dairy Milk etc. Flawless Door delivery ; monthly billing of 4. 5 Lacs. | | | | | | | | | | | | | | | | | New Business Developm ent : Conduct Sampling to chef and plan stocks for billing First Phase of Developing the Dairy Portfolio in OOH/ACD| | | | | | | | | Market : NOIDA| | | | | | | | AW : Sampurna Marketing| | | | | | | | Opportunity Point| Product| Size|   |   | Mosaic Hotel| Gouda Cheese| Monthly billing of 15000 Rupees|   | Parmesan Cheese|   |   |   | Payment Period : 30 Days| | | | | | | | | | | | | | | | | | Remarks : Shudh Garhwal is the supplier for all dairy products. Opportunity for Britannia lies in Cheese Range, currently being imported at three times the price. First Phase of Developing the Dairy Portfolio in OOH/ACD| | | | | | | | | Market : NOIDA| | | | | | | | AW : Sampurna Marketing| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Opportunity Point| Product| SKU| Consumption| | Brit Rate| Competition rate| Nirulas| Pizza Cheese| 1 kg| 5 tns/month| Rs 353| Rs 238| | Cheese Slice| 476 gm| 70 kg/day| Rs 191| Rs 195| | Ghee| 1 kg| 100 kg/month| | | | | | | | | Opportunity Size : Rs 20 Lacs per month Remarks : On Delivery Payment on the same Day| | | | | | | | | | | | | | New Business Development : Conduct Sampling by providing samples, specification sheet and Rate List. Special Discount on Landing rate could be mooted due to volumes.. | | | | | | | | | First Phase of Developing the Dairy Portfolio in OOH/ACD| | | | | | | | | Market : NOIDA| | | | | | | | AW : Sampurna Marketing| | | | | | | | Product| Butter| Paneer| Cooking Cream| Pizza Cheese| Flavored Cheese| Dairy Whitener| PolyPack Milk| Remarks : Shudh Garhwal is the supplier. No bakery in this hotel so less use of cheese

Gatsby Essay

Gatsby Essay Gatsby Essay Mackenzie Hoult Evan Hansen U.S Literature 25 November 2014 The role of love in The Great Gatsby â€Å"The truth about love is all a lie,† as the pop artist Pink would put it. The Great Gatsby, by F. Scott Fitzgerald, is set in the roaring twenties. It follows a man named Jay Gatsby who’s one goal in life is to be reunited with the love of his life, Daisy Buchanan. Nick Carraway, the protagonist and narrator moves into a humble home neighboring Gatsby’s mansion. Across the bay from Gatsby, Daisy and her husband Tom live in their own luxurious mansion. Throughout the book it is made clear that love is an impossible goal to reach for every character in the story, but especially Daisy and Gatsby. Throughout The Great Gatsby, F. Scott Fitzgerald shows that love is unreachable for these characters because of how Daisy values materialism over love and because of Gatsby’s illusion of what him and Daisy had to be. In the years that Gatsby waited for Daisy he held such high expectations of their reunion that there was no possible way reality could satisfy him. Gatsby has been in love with Daisy since the day they met, and he wants nothing more than to be with her and give her the world. But because they’ve been apart for so long, Daisy becomes more of an idea in his mind then an actual person that he could be with. When Daisy visits Gatsby for the first time, Nick says, â€Å"†¦ As though a faint doubt had occurred to him as to the quality of his present happiness. Almost five years! There must have been moments even that afternoon when Daisy tumbled short of his dreams-not through her own fault, but because of the colossal vitality of his illusion† (95). This shows that because Gatsby has waited so long for this reunion, it makes it hard for Daisy to really live up to his expectations, which in turn makes them loving each other almost impossible. Another example of his high expectations for Daisy is when Gatsby tries to tell Tom that Daisy never loved him. Gatsby says, â€Å" ‘I’ve got something to tell you, old sport’†¦ ‘your wife doesn’t love you,†¦ she’s never loved you. She loves me†¦ ‘Oh, you want too much!’ she cried to Gatsby. ‘I love you now- isn’t that enough? I cant help what’s past.’ She began to sob helplessly. ‘I did love him once- but I love you too’† (130, 132). Gatsby wanted everything to go back to the way it was when they first met and because of this he held his expectations way too high for Daisy, who could not love him to the extent she loved her. Gatsby’s unrealistic supposition of Daisy, shown through actions he takes, is why love is unreachable in The Great Gatsby. The actions and decisions Daisy makes throughout her life show that she values material things over love and this is why love isn’t possib le between her and Gatsby. Throughout the book it is prevalent that Daisy values material things more than people. It becomes very clear to the reader when she talks to Nick about her daughter, Daisy says, â€Å"I‘m glad it‘s a girl. And I hope she‘ll be a fool- that‘s the best thing a girl can be in this world, a beautiful little fool.† This shows that Daisy thinks life is the best when you aren’t aware of much and you’re fooled by Gatsby Essay Gatsby Essay Howard 1 Aly Howard Mr. Jackson English 11 per. 3 09 March 2015 Gatsby’s American Dream In the novel, The Great Gatsby , by F. Scott Fitzgerald, many archetypes, motifs, and symbols are used to portray the moral decay in society, not only in the 1920s, but also today. Characters, weather changes, and a green light are major factors in the story to illustrate the relationship between Gatsby's American Dream and today’s society depiction of their American Dream. The 1920s morals are a lot like 2015’s morals. Even though there may be some decay we always move forward. When using archetypes, F. Scott Fitzgerald shows the â€Å"dreamer† through the character of Gatsby when Nick Carraway had seen Gatsby with his â€Å"stretched out arms [reaching] towards [...] a single green light†(Gatsby 26). Gatsby had been reaching for that light as though it was a dream inches away from his grasp. He had wanted the life of perfection, as do many people who try to achieve their goals to pursue the American Dream. The past that Gatsby dreamed of for years was just beyond his reach, but like F. Scott Fitzgerald had made out Gatsby to be, he longed for the past to repeat. As Nick tried to argue to Gatsby about this Gatsby believes that, â€Å"...repeat the past?[...] Why of course you can†(Gatsby 116)! He wanted the American Dream â€Å"as if the past were lurking[...] in the shadow[...] just out of reach of his hand†(Gatsby 117). People today do the same thing reaching out for the dream life trying to get the lifestyle that they want. Using Gatsby as an archetype portrays the dreamers in the 1920s and the dreamers today. Howard 2 Gatsby had the money and the lifestyle that all people in the 1920s and in 2015 want to achieve, even if people can achieve it or not, it is always a life that people wish to have. Another literary device that F. Scott Fitzgerald uses is the device of motifs. Fitzgerald uses the weather as a motif when the feelings during the scene change as well as the weather does, matching the current mood of the story. At Gatsby’s and Daisy’s reunion, â€Å"the day agreed upon was pouring rain†(Gatsby 88). The moment had first been awkward between the two, making a melancholy kind of moment but later when they finally begin to feel the love again, and â€Å"after half an hour the sun shone again†(Gatsby 93). The weather had changed in the exact time that things had been awkward and then evolved into a reawoken love. The sun had come out, making the feeling lighter and a little bit happier, making the reader feel the same as well. Another motif is the geography and settings in the story. Throughout the novel, places and settings represent the 1920s American society that Fitzgerald illustrates. Nick Carraway â€Å"lived at West Egg, the [...] less fashionable of the two†(Gatsby 9). East Egg represents the old aristocracy, West Egg the newly rich, the valley

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