Summer Internship Report | Annapurna Group

CHAPTER 1

INTRODUCTION TO ANNAPURNA GROUP

COMPANY HISTORY

The last decades have been all about progress. They have researched and chosen the choicest of ingredients from nature and created a bouquet of product around it. Dedicated towards the well-being of each and every consumer, our journey is inspired by the promise of purity. Today Annapurna has become one of the largest FMCG companies in the Eastern part of the country and is looking to extend its footprint all across the nation.

Since their inception in 1952, the Annapurna Group has handled relentlessly to cater the purest form of food product to the end consumer. From its flagship product Annapurna ghee to breakfast additives like Honey, Jam & Jelly, Sauces, Pickles, fruit squash, fundaaz fruit beverages to other kitchen ingredients. Annapurna is continuously evolved to meet the changing need & requirements of every household.

The love and trust of their consumers, has helped them to achieve the position as one of most trusted FMCG brands in the food category section of the Economic Times in March 2019. This accolade has helped us steadily transform from family run business to into a corporate entity.

The “Annapurna Group” of Companies is a North East India based Fast Moving Consumer Good (FMCG) industry. Annapurna group is a pioneer in “Dairy and food processing” derived out agriculture and allied industry. It has major footprints in the states of Eastern India like Assam, West Bengal, Bihar, Jharkhand and Orissa and is planning to spread across PAN India. Annapurna group was established by Late Shree Gouranga Chandra Ghosh, a visionary who saw the beginning of a food giant and helped it take its first baby steps. Today Annapurna group is being managed by his son Mr. Subir Ghosh, he initiated Sundarban Dairy Firm in 1952, and his steadfast and competent leadership soon took the company to newer heights. . It holds a legacy of 66 years. From its flagship product Annapurna Ghee to breakfast additives like Honey, Jam & Jelly, Sauces, Pickles, Fruit Squash, Fundaaz Fruit Beverages, to kitchen ingredients like Ginger Garlic Paste, a range of condiments in the form of Dip Tips and one stop cooking solutions like ReadyMade Wonder Gravy & Wonder Bowl, Annapurna is continuously evolved to meet the changing needs & requirements of every household.

The business is currently structured into three specified units:

M/s Annapurna Food and Beverages: Started in 2007 and engaged in manufacturing fruit and fruit flavored beverages under the brand name “Fundaaz”.

Sundarbans Food Products Pvt. Ltd: Started in the year 1952 Inception of Sundarbans Dairy Farm debut product was Annapurna Ghee, Honey & Cream were introduced in the year 1995. Further, white ghee, paneer and fresh cream have been also launched in the year 2018.

Satez Agro Products Pvt. Ltd: Started in the year 1999 and engaged in manufacturing agro based food products. In the year 2018, under the brand name “Ready Mate” a new ranged of ready to cook products and garlic paste has been launched.

OPERATING OFFICES:

Annapurna group is operating through the following offices:

1.      Guwahati head office

2.      Guwahati head office-marketing and sales

3.      Guwahati plant (Sundarbans food products pvt. Ltd, Maligaon)

4.      Guwahati plant (M/s Annapurna food and beverages, Boragaon)

5.      Palasbari plant (Satez Agro products pvt lts, Kokrajhar)

6.      Siliguri, west Bengal branch office

7.      Kolkata branch office

Annapurna comes with the following wide varieties of authentic food and beverages:

Dairy products

Ghee is not only the flagship product, but also the first produce in the dairy category. Its Aroma, Flavor and Taste have made Annapurna Ghee one of the most popular brands over a period of 66 years. Other than that, our dairy range also offers an array of products such as Paneer & Cream which comes in unique tin packaging with a shelf life of one year and that too with no added preservatives.

Honey

Annapurna Honey is procured from the raw honey, which is de-moisturized, filtered & blended well using state-of-the-art technology to retain its natural goodness in the most hygienic manner without the use of any preservatives. Annapurna Honey is a healthier substitute of refined sugar & can be consumed regularly. Now they have introduced Honey Squeezy & Stick Pack for the next generation consumers.

Jam & Jell

Annapurna Jam & Jelly is made with all natural fruits. They produce a variety of Jams & Jellies for those who want to relish the seasonal fruits throughout the year. Their soft and even consistency makes them easy to spread on breads or chapattis. Be it breakfast, Tiffin or evening snack, Annapurna Jam & Jelly is a perfect accompaniment for your snacking needs.

Fruit Squash

Welcome your guests with a glass of Annapurna’s lip-smacking, thirst-quenching fruit squash. The pulp of juicy fruits is balanced with the perfect concoction of sugar, water & acidulates to create these unique and refreshing products.

Pickle

Home-made pickles, something that our mothers and grandmothers have been making are what inspire each and every bottle of Annapurna pickle. They bring the same taste to your table along with a touch of those childhood memories. Pickles comes in the traditional taste of Indian culture.

Sauces & Condiments

Annapurna sauces & condiments are made from the best of ingredients handpicked to give you the distinctive flavor to a multitude of recipes which can be relished with every snacking, munching & cooking need of yours to suit the palate. They extract select ingredients mixed with the perfect blend of spices to give you finger licking taste.

Vegetable Paste

Annapurna vegetable paste is prepared by traditional grinding methods where selected garden fresh Ginger & Garlic are taken and process is done to get fine paste to retain the flavor of each ingredient, keeping in mind the requirements of the fast-paced generation. Their modern packaging technology keeps the aroma and freshness intact without the use of any preservatives.

Ready to cook

ReadyMate Wonder Gravy is a wide range of ready-to-cook gravy. Wonder Gravy was launched keeping in mind the lifestyle needs of the people on the ‘Go’, where every minute is precious. You just need to add raw ingredients like paneer, fish, chicken or vegetables and you can prepare an amazing dish. Just pour the ready-to-cook gravy in a heated pan, add the raw ingredients, stir for few minutes, cover the lid and your favorite dish will be ready in 10mins.

Dips

Dips Tips is a range of condiments that is specially crafted to suit the modern lifestyle aspirations for the people of fast food generation, launched under the umbrella of Annapurna Group. Soon after its launch in 2019 every dip has garnered appreciation for its unique taste & distinctive flavor adding a saucy twist to your munching needs. These condiments serve as a perfect accompaniment to sandwiches, wraps and goes well with your favorite snacks.

In 2007, Annapurna Group launched “Fundaaz” the fruit based beverage in variation of flavors from mango to nimbu pani including a diet version. The new inclusion in this genre is Fundaaz Mausambi, fundaaz lemon, fundaaz mango drink also they have introduced drinking water under the brand name “Sprint-sub” offers packaged drinking water with added minerals along with Club –Soda.

MILESSTONE OF THE COMPANY

1952

Inception ofSundarbansDairy Farm

Debut product was Annapurna Ghee

Honey & Cream were introduced

1995

Journey of Sundarbans Food Products began

Annapurna Group expanded beyond the Dairy sector

Started producing different snack items under new division

1999

Sundarbans Food Products became a Pvt. Ltd. Company

Renamed as Sundarbans Food Products (I) Pvt Ltd.

Annapurna Group entered the Agro Sector

Sundarbans Food Products (I) Pvt Ltd. took over Sundarbans Dairy Farm

2003

Satez Agro Products Pvt. Ltd.

A range of pickles, jam, jelly and sauce was launched & the size of the product basket started increasing

2007

Annapurna Food and Beverages was formed to produce fruit based beverages under the brand name of “FUNDAAZ”

2012

Under the brand Annapurna there were further developments in the Dairy category

Pasteurized Milk and Milk powder were introduced in the market

2014

They have launched carbonated fruit beverages -APPLTIZER and DIET LEMONTIZER under the brand Fundaaz

2018

They have launched a range of products in the Gen-Y category keeping in mind the lifestyle and food habits of contemporary generation.
ReadyMate, a range of ready- to-cook gravies were launched in seven variants

Mosambi Fruit Drink was launched in the Fundaaz range

DIPTIPS, a range of table top sauces, spreads & condiments like salsa sauce, mayonnaise, honey mustard sauce, sandwich spread are launched in the metro areas.

In the dairy segment, the newly launched entrants are cream and paneer which come in impressive tin packaging. The Gen-Y products do not have added color or preservative.

1.1  INTRODUCTION ABOUT TOPIC

·         The food and beverages (FAB) industry is one of the sectors which come under hospitality services. The work and process of food and beverages includes processing of raw materials from suppliers to manufacturing unit to distributors to retailer shop to end consumers. Beverages play an important role in adding and enhancing flavor with main dish and help to get refreshment in between day to day life dishes. Common beverages such as tea or coffee, and hot chocolate are homemade and generally served from the kitchen. Cold beverages such as mock tails, squash, and food based beverages, cocktails also other alcoholic drinks.

OBJECTIVES

1.      To study the awareness of brand “Fundaaz”

2.      To understand consumer’s likes and dislikes towards Fundaaz

3.      To understand consumer’s taste preference of different flavored fruit based beverages of Fundaaz

4.      To understand the availability and reach of Fundaaz products

SCOPE

1.      To help to establish how Fundaaz can penetrate further the untouched market.

2.      New flavors and new products can be launch in the future market across PAN India.

3.      Retaining the old and present consumers also attract new consumer group across the city.

4.      New flavors and new products can be launch in the future market.

5.      Future expansion of Food and beverage sector of Annapurna group across PAN India.

NEED OF THE STUDY

1.      To understand consumers behavior and preferences while buying food and beverages.

2.      To understand the different distribution channels, how products reach to end consumers from manufacturing unit.

3.      To understand different company policies, schemes, offer, discount rates etc. regarding Fundaaz.

4.      Study of different consumer’s choice, different taste of different flavors of Fundaaz.

MISSION, VISION OF THE ORGANIZATION

MISSION

·         To transcend parochial boundaries and achieve a national presence by 2020.

·         To upgrade with an enriched product basket, apt for the global market and establish oneself as a major player in the international market by 2023.

·         To combat unemployment by increasing its business, area and scope of the work and thereby generating ample scope of employment.

VISION

·         Annapurna group aspires to be one of the leading FMCG food companies of the Nation in the dairy and agro sector.

·         Their focal points being health, nutrition and purity, they wish to authenticate their 66 years long sentiment of producing only pure products. Thus they have adopted “YOUR RIGHT TO PURITY” as their core brand promise.

·         Annapurna believes honesty is the best policy and that should be imbibed to achieve their goal. The work culture that they follow is framed on the basis of unity, honesty and mutual respect and thus the entire organization operates like a close-knit network.

·         Annapurna group wants to ensure handsome benefits for the stake holders so that the advantage of growth in size of prosperity is mutual.

·         Being responsible corporate citizen Annapurna group wants to serve the nation by apportioning a part of the profit towards relevant CSR/programs.

SWOT ANALYSIS

S- Strength

Ø  Well known as a brand in North east India.

Ø  Offers wide range of products.

Ø  North East India as well as Pan India has a well established supply structure, in terms of its agricultural production and its suppliers.

Ø  Providing more opportunities to local farmers and enabling them to get the right price for the product thereby integrating their industrial vision with social commitment.

W- Weakness

Ø  High requirements of working capital.

Ø  Much of its sales depend upon a few well recognized products like Annapurna ghee and Fundaaz beverages in majority out of the other varieties.

Ø  There is a growing ineffectiveness of traditional advertising as new technologies are coming up to demonstrate marketing skills in unconventional ways like Guerilla promotions, Viral marketing, Blog marketing, SEO etc. which need to be adopted.

Ø  High transportation costs.

Ø  Limited flexibility in pricing.

O- Opportunities

Ø  Can utilize the rest of untapped markets in Northern and Southern India  

Ø  Large crop and material base in the country due to agro ecological variability offers vast potential for agro processing activities

Ø  India is a tropical nation with a wet and dry climate prevailing predominantly. Therefore product like “Fundaaz” beverages and Sprint water can never go out of consumer needs.

Ø  Expanding globally may lead to export of products and facilitate generation of additional income and employment opportunities.

T- Threats

Ø  Competition from fellow players in the market like Patanjali, Amul, Mother’s reciepe, kissan, rasna, etc.

Ø  Consumers behavior is changing as today’s youth are quite concerned about their diet and too much into health conscious therefore products like Ghee, Pickles and Beverages are getting limited to traditional consumers only.

Ø  Overabundance of similar players in the Agro based industry may results in making the environment competitive thereby reducing profit margins for the company.

VALUES AND QUALITY POLICY

Company’s quality policies and values help to establish the rules of conduct within an organization, outlining the responsibilities of both employees and employers. Company policies and procedure are in place to protect the rights of workers as well s the business rights and interest of employees.

 An organization establish new rules regarding employees conduct, attendance, dress code, privacy and other areas related to the term and conditions of employment.

Policies are general statement of how an organizational want to behave and procedures define exactly how to do a task or perform step by step. A policy can be security related also and that can be used to identify risk and mitigate risks.

The various company norms of Annapurna are as follows:

1.      Employee conduct policies:

·         Well behaved

·         Maintaining business secrecy

·         Honesty

·         Teamwork and co-ordination

·         Punctuality

·         Well groomed

·         Maintaining work related standards

·         Serious and productive work.

2.      Office timings: Every employee must report at the office premises as per the time specified and follow the attendance log maintaining procedure of the company. A grace period of 10 minutes is allowed beyond the specified timings and strict disciplinary action may be taken if not allowed. Lunch timings duration is for 45 minutes.

3.      Reporting system: Every employee must be well aware of his/her duties and must report about the same to the reporting head as prescribed or as per the instructions of the senior.

4.      Hierarchy Chain System: Every employee must follow the chain system of hierarchy in any matter before approaching the management. Any grievances, application must be forwarded by the reporting Head before approaching the management of the company.

5.      Identity Card: Wearing I-Card is mandatory for all staffs as soon as he/she enters office/factory premises, violation of which may lead to disciplinary action or may be charged an amount of Rs.100/-. In case of loss or damaged of I-Card, penalty of Rs.150/- will be charged. The I-Card has to be returned to the HR Dept. on ceasing to be an employee of the company.

6.      Perquisites: After being confirmed, an employee is entitled to enjoy benefits like Casual leaves, Marriage Leave, Maternity Leave and other company benefits. Any leave before the confirmation period will be treated as LWP.

FUNDAAZ PRODUCT DENOMINATIONS

1.        Mango Rs.10 (180ml)

2.        Mango Rs.10 Pouch Pack

3.        Nimbu pani (Lemon) Rs.10 (180ml)

4.        Aam pana Rs.10 (180ml)

5.        Orange Rs.10 (180ml)

6.        Mosambi Rs.10 (180ml)

7.        Mango Rs.20 (330ml)

8.        Nimbu pani (Lemon) Rs.20 (330ml)

9.        Aam pana Rs.20 (330ml)

10.     Apple Lemon Rs.20 (330ml)

11.     Mosambi Rs.20 (330ml)

12.     Mango Rs.37 (600ml)

13.     Mango Rs.64 (1.2L)

Fundaaz drinking water

1.        Sprint drink water:

·         2 Litre Rs. 30

·         1 Litre Rs. 20

·         500 ml Rs 20 (with added minerals)

1.6: INDUSTRY CONTRIBUTION TO THE ECONOMY

1.      Increase in the growth rate of countries GDP

2.      Contribution in developing the states of India (includes Assam, West Bengal etc)

3.      Creating employment opportunities for fresher’s, youngsters, BPL groups also for skilled professionals

4.      Contribution in the growth of agricultural sectors

5.      Lowering the factories smoke emission

6.      Trying to save in fuel energy as much as possible by effective and efficient use of machineries.

1.8 INDUSTRY OTHER INFORMATION

Significant factors for success

Ø  Annapurna is successful today because of its clear, vivid and compelling vision of exactly where the organization is headed to. This inspires the employees throughout the organization to achieving that vision.

Ø  Annapurna came into being just 5 years after independence i.e. in the year 1952 and therefore has a lot of history and experience through which it has been serving the people of Northeast for the past 66 years.

Ø  Annapurna is a household name for the consumers of Northeast and is also expanding its hold into the states f west Bengal, Bihar, Jharkhand and Orissa.

Ø  Annapurna as a brand has built a trust among its consumers. Therefore while launching new products; the penetration for the same time is easier due to this trust factor which it has generated among consumers.

Ø  Communications and Clarification: Annapurna communicates both through formal and informal modes of communication and is a critical step for ensuring that the impact of the vision is through and consistent. Formally through memos, email, TV, advertisement and newsletter, informally through meetings and face to face communication, until the entire company is infused with a clear, vivid and exciting vision to their future growth and success.

Ø  Distributor Network: Annapurna has built relationships and connection with a wide variety of people in and out of the industry. This network constitutes source of ideas from the employees and their advice along with other distribution and manufacturing peers of the market. A key element of success for Annapurna is its manufacturer-distributors relationship. The distributor is essentially the expert on the customer, while the manufacturer is the expert on designing, developing and producing the product. This strong relationship of Annapurna has helped it introduce new products into the market and meet long term goals of the organization.

Ø  Risk and optimism: Sometimes it’s important to take risk to move forward and gain high profit. This what Annapurna groups has been doing for the past decade by venturing into different direction of food manufacturing and processing that includes products from Dairy, Jams, Jelly, ready-made sauces, condiments, beverages, packaged drinking water etc.

1.9 MAJOR PLAYERS IN THE INDUSTRY

Dairy products competitors

Ø  Amul

Ø  Mahamaya

Ø  Mother’s dairy

Ø  Nandini

Ø  Patanjali

Ø  Aashirvaad

Ø  Fresho

Ø  Milky mist

Ø  Sri sri taatva

Ø  Gits

Ø  Heritage

Honey product competitors

Ø  Dabur

Ø  Patanjali

Ø  Zandu

Ø  Bb royal

Ø  Dev bhumi

Ø  Organic India

Jam and Jelly product competitors

Ø  Kissan

Ø  Sundrop

Fruit squash product competitors

Ø  Real

Ø  Malas

Ø  Moin

Ø  Kokoza

Ø  ITC

Ø  Minute maid

Ø  Tropicana

Ø  Ceres

Ø  Druk

Pickles product competitors

Ø    Mother’s recipe

Ø     MTR

Ø     Priya

Ø     Mambalam iyers

Ø     Ruchi

Sauces and condiments products competitors

Ø  Chings

Ø  ITC

Ø  Maggi

Ø  Kissan

Ø  Fun foods

Ø  Del monte

Ready to eat products competitors

Ø  MTR

Ø  Express fest

Ø  Kitchen of india

Ø  Gits

Ø  Maiyaa

Fundaaz product competitors

Ø  Coca cola

Ø  Pepsico

Ø  7up

Ø  Sprite

Ø  Thums up

Ø  Fanta

Ø  Mirinda

Ø  Nimbooz

KEY RESULT AREA (KRAS) OF THE ORGANIZATION

Key result areas or KRAs refer to the general metrics or parameters which the organization has fixed for a specific role. Key result areas (KRAs) mainly define the job profile for the employee of an organization and enable them to have better clarity of their specific job role. KRAs should be well elucidated, quantifiable, and effortless measures. It also helps employees to align their role with that of the organization.

Annapurna aims to improve its strategic plan for the future based on the following Key Result Areas:

KRA	CORRESPONDING GOAL OF THE KRA
To be a strong FMCG industry	To actively contribute to the success and development of North East India and finally expand its foothold across PAN India
Deliver high domestic growth and value	Accelerate consumption growth by building strong positions in consumer led and other value added markets.
Effective risk management	Identify and manage risk areas and their potential impacts with mitigating strategies and controls
Achieve Operational Excellence	Realize quality, effectiveness and efficiency in all business operations planning and delivery.
People, performance and change	Invest in and develop its people: Board, committee representatives and staff associates.

System of accounting followed:

Most business typically use one of two basic accounting methods in their bookkeeping systems: cash basis or accrual basis. Annapurna follows Accrual System of Accounting.

To understand accrual accounting, let’s first understood what we mean when say the word ‘accrual’. Accrual refers to a keeping record, entering some data or information’s which are made in the books of accounts related to the recording of revenue or expense paid without any exchange of cash. Therefore, when transaction are noted down in the books of accounts as they occur even if the payments for that particular product or service has not been accepted or collected, it is known as accrual based accounting. The use of accrual accounting is typically useful in business where there was no exchange of cash. If we sell the goods or products on credit, the sale is recorded in the books based on the invoice generated. There is a possibility that we may not have received the payment by cash at that particular point in time. The selling record is noted down into the books of accounts when the invoice is generated before whereas the cash is yet not received.

Under the accrual method of accounting expenses are balanced with revenue or the income statement. It gives a clear picture of any organization’s financial condition. Business with the inventory must also use the accrual method.

PRODUCT PROMOTIONAL MEASURES

Promotion is very wide term including advertisement, personal selling, sales promotional and other promotional tools that can be devised to reach the goals of the sales program. Promotion refers to any marketing endeavor whose function is to apprise or persuade actual or possible customer groups about the benefits, offers, schemes of a given product or service for the purpose of introducing a consumer either to continue or to start purchasing the firm’s product or service at same (given) price. Even the most useful and want- satisfying products will be marketing failure if no one knows it is available. Thus, it becomes essential, rather a duty, of the manufacturers to make the customers know from where, how, when, and at what price of the product would be available. That is why a great promotional strategy is important for a company’s growth. Some follow a single promotional method while others may adhere to multiple promotional measures. Regardless of the company’s product or service, various other promotional strategies can help position of the company, while might open the doors for future marketing and communications.

Various promotional measures taken by Annapurna group include the following:

I.            Out of Home (OOH) advertisement is focus on sell to consumers when they are “on to go” in common public areas, in transit, waiting somewhere or in any specific commercial places (such as in any retail shops). The OOH six main categories of OOH advertisements are: billboards, streets, roads, highways, transit and alternatives.

II.            Print and graphics media is also used depending on the type of message that is to be communicated to customers. Print media offers options such as brochures, business cards, newspaper ads and magazines.

III.            Electronic media is the most common form of promotional measures used which includes television, radio, internet and content for mobile devices.

IV.            A variety of short term incentives also carried out such as distribution of samples, conducting exhibition and demonstrations, providing coupons etc. to encourage trial or purchase of the product.

VARIOUS DEPARTMETS OF ANNAPURNA

Functions of various departments and their managers

The following departments have been considered for the study at Annapurna:

       I.            Purchase

    II.            Production

 III.            Sales and Marketing

 IV.            Human Resources

    V.            Finance and Accounting

 VI.            Information Technology

VII.            Quality control and Research and Development

PURCHASE

·         The purchasing department is responsible for purchasing raw materials and other various preliminary resources at the best possible price directly from the farmers

·         A purchasing department also in charge with continuously assessing whether they are getting these materials at the best price or not, so they also need to have other raw material suppliers price too which will give maximize profitability to the company.

·         Purchasing ensures proper delivery of materials on time and on proper schedule of materials from vendors, generates and also track the activities of vendors regarding their purchased order and works alongside the Quality check departments will take care of the quality of the materials they brought and then Accounts department to ensure that the payments are done on promised deliveries or not, also that is received in full and are being paid for on time.

PRODUCTION

·         Production is the practical areas which are responsible for turning raw materials inputs into final finished goods as outputs through production processes.

·         The Production Manager is also responsible for the assurance of those raw materials are provided and made into finished goods effectively and efficiently or not. He or she makes sure that work is carried out smoothly without any obstacles.

SALES AND MARKETING

·         The relationship between the sales and marketing departments plays a vital role for any company which can improve and raise the sales performance and speed up business growth. The role of marketing team irresponsible for increasing revenue, increasing market share and contributing to company growth and profitability.

·         The senior and experienced member group of that organization should take responsibility for setting marketing strategy and taking care of the competitors strategies too and draft their own objectives.

·         Market Research helps the company identify market opportunities, understand major players in the market, competitor’s game plan and gain a better understanding of customer wants and needs.

·         Marketing department plans to advertise, create awareness of the products and service campaigns and develop communications with the consumer group also materials to promote products and services to customers and prospects. Depending on their budgets, they further plan for advertising campaign, hoardings, banners, develop email marketing programs, create promotional content for the company websites website, write press releases or product publications, such as product leaflets, company brochures, product data sheets or customer newsletters.

HUMAN RESOURCES

·         One of the primary functions of the human resources department is to oversee hiring and recruiting within an organization. The admins of HR department has to be right skills assessment and personality tests to match candidates with the right job within the company which will be beneficial for the company.

·         The human resources department also handles and has to conduct various training and development programs for staffs within an organization. It creates training programs, mind games, skills test, and outbound trainings and conducts training for new hires and also for existing employees.

·         The human resources department also works in conjunction with other department managers and supervisors to determine the training needs for them as well as for the employees.

·         The department typically handles employee payroll and ensures employee benefits, including health insurance, long term care programs as well as employees are paid accurately and on time, with the correct deductions made.

·         Human resources departments also manage compensations programs that include pensions and other fridge benefits offered by the employer.

·         The human resources department manages the employee benefits, including health insurance facilities; care programs as well employee wellness programs. The department keeps track of absentees and job-protected leave, causal leave, family medical leave and other leaves.

FINANCE AND ACCOUNTS

Accounting and finance an essential role in the management of any business. The accounting department is responsible for all data and information’s related to the cash inflows and cash outflows, both in and out, of the company. There are five basic roles or functions within the department:

·         Accounts receivable

·         Accounts payable

·         Payroll

·         Financial controls

·         Financial reporting

INFORMATION TECHNOLOGY

The IT department is an important department, accompanying and supporting the others in numerous ways.

·         Communication has always been an important aspect of business, even long before information technology came along. However, demand for computers and the internet in today’s’ world, communications are totally redefined. As a result, communication is one of the most important IT roles in the organizations.

·         Data Management is another one of the IT department functions that makes it indispensable. With the increasing complexity of the world of business comes an increasing amount of data that businesses have to deal with. In order to maintain, store, and control all technology related data, a business will need an IT department to run something called a database where all the data are being stored. The database will allow the business to do three things: Store, Manage and Access data.

·         With the rise of computers and the internet, marketing campaign are becoming increasingly digital. The IT department can help with the marketing functions of a business in numerous ways: Content creation, online advertising e-commerce, marketing research etc.

CAREER PLANNING AND PROMOTION OF POLICY EMPLOYEES

Organization initiatives taken by Annapurna towards Career planning and Development includes the following measures:

1.      Annapurna has an organized job posting system allows employees to apply for open positions within the organization. They can answer to proclamation and postings and then is taken into consideration with the external candidates.

2.      Mentoring activities plays a key role whereby the immediate senior in charge of an employee along with the HR plays an important role towards clarifying all ambiguous doubts of the employee and provide objectives assessment of the strength and weakness of the employee so that he she can have a clear vision as to how they can progress career wise in the organization. In this case the managers play an important role as career counselors for their sub-ordinates.

3.      Performance appraisal policies of Annapurna group also serve as an important tool for the HRD that are used to guide and direct future growth opportunities for the employee. This helps in the development process of an employee’s career as well as enhances communications and understanding which helps them for self up gradation and which will helps to achieve higher positions in future.

PROMOTIONAL POLICY

1.      It is defined as the policy to identify the best performance in the organization and reward the employees by lifting them in the hierarchy level. The basic of being promoted in an organization is quite same for all organization irrespective of the service or product they produce. This include the following characteristics being imbibed in an employee:

·         Merit/Performance

·         Experience

·         Education

·         Training Attended/Completed

·         Length/Tenure of service

Promotional policies of Annapurna are based upon the data received during the Monthly Employee Performance review for an employee.

·         Promotion on the basis of monthly performance summary of an employee.

·         Promotion on the basis of yearly performance summary of an employee.

·         Mid-Term promotion on the basis of performance of an employee.

·         Promotion on the basis of work experience.

TRAINING MEASURES

Training implies enhancing the skills and knowledge of the employee for the performance a specific job. Training tries to improve employees’ performance in current job and prepare them for the future job. The crucial consequences of training are learning.

Various training methods at Annapurna include the following:

·         The very first training at Annapurna starts with the induction process which is given to the new employee to make them feel a part of the organization which usually lasts for 2-3 days.

·         The next part of the training comes as the Probation period training starts where a new employees is made to learn his/her work in the organization under proper help and guidance of his/her work in the organization under proper help and guidance of his/her immediate senior. This usually lasts for a maximum of 2-5 months, after then a certificate is issued on successful completion.

·         On the job trainings are given to employees at workplace itself by their superiors and bosses. This includes proper coaching and job rotation.

·         Off the job trainings are also provide outside the workplace. This includes seminars/conference and vestibule training, all external training programs.

ORGANIZATIONAL STRUCTURE OF FINANACE AND ACCOUNTS

Chief Financial Officer

Assistant Auditor

Accounts Head (Branch)

General Manager Finance

Finance Controller

Manager Accounts

Manager Auditor

General Managerial Accountant

Finance Manager

General Manager (Audit)

Accounts Officer

Financial Accountant

Tax Accountant

Treasurer

Assistant Cashier

Cashier

Account clerk

Accounts Trainee

Assistant accountant

Accountant

Finance Analyst

Internal Auditor

Officer (Audit)

 

ORGANIZATIONAL HIRARCHY OF PURCHASE DEPARTMENT

Purchase Manager

Purchase Lead

Purchase Officer

Purchase Administrator

Purchase Representatives

Purchase Analyst

Purchase Executive

 

ORGANIZATIONAL STRUCTURE OF THE MARKETING DEPARTMENT FOR SATEZ AND SUNDARBAN

ASM ASSAM

SR. SO

ASM

SR. ASM

General Manager

Zonal Sales Manager (ZSM)

Regional Sale Manager (RSM)

ASM

SO

SR. ASM

SR. SO ASSAM

 

TSI JORHAT

TSI GHY

TSI GHY

TSI NJP

TSI DHARMATALA

TSI GHY

TSI IMPHAL

TSI TEZPUR

TSI SHILLONG

TSI GHY

TSI SILCHAR

TSI GHY

TSI GHY

TSI GHY

TSI GHY

TSI KARIMGANJ

TSI GOALPARA

TSI GHY

TSI GHY

TSI GHY

TSI TEZPUR

TSI AGARTALA

TSI AGARTALA

TSI GHY

TSI JORHAT

TSI TINSUKIA

 

CHAPTER 3

RESEARCH METHODOLOGY

Research in a practice to a search for knowledge and analyze. One can also define research as a scientific and systematic research for the pertinent information on a specific topic. In fact, research is an art of scrutiny or investigating the cause. Methodology is the systematic procedure involved in conducting a research process. It deals with various research design, techniques, and data collection methods and applying various statistical methodologies.

Research methodology is what which is being used for structured process of conducting research. Steps that are involved in Research methodologies are:

1.      The type of sampling which has been used is Convenience samplings methods. Project has been divided into two phases in the first phase the observation and then data collection and feedback, observations, face to face interview and data collected over the sellout of products of the company which is to be measured.

2.      Sample Size: 90

Sampling Method: Simple Random Sampling is used for the purpose of this project. Under simple random sampling items are randomly selected and thus item of the universe has an equal chance of including in the sample.

Data Collection

Data collection is the process of data gathering and collecting data for example as part of a process improvement or similar project. The purpose behind this process is to procure information to keep on record, information’s, to make decisions about important issues, to pass information on to others.

Primary Data: Primary data is a type of information that is procured right from first-hand sources by means of surveys, observation or experimentation.

Data required for the project was directly collected from the following sources

·         Questionnaire

·         Discussion

·         Observation

·         Interview

3.      Project commence by visiting 10 different location where the footfalls of various consumer group for drinks and beverages are maximum in numbers, which the data has information of such locations are provided by the company RSM, ASM and TSI.

The following crowded market has been targeted:

o   Guwahati Commerce college bus stand

o   Bara bazaar Pandu marketplace

o   Pragjyotish college

o   Padma Bakery

o   NK Store

o   Shreya store

o   IIT Guwahati

o   Guwahati University

o   Handique College

o   South point, Barsapara

3. Data collection starts by Observing and analyzing the various aspects by using the primary data collection methods which include Questionnaire regarding the Consumers satisfaction, employee satisfaction and their interviews, face to face quick gossips to know what other brands they prefer.

4. Beside primary data collection methods, secondary collection methods which include analyzing the past sales data, stocks they have and many more.

5. After applying Qualitative measures data and findings collected will be analyzed and interpreted by using the quantitative methods for providing the analytical aspects to the finding.

CHAPTER 5

CONCLUSIONS

EXPERIENCE AND LEARNING:

Ø  Gained rich experience and knowledge in sales and marketing domain.

Ø  Understanding the product differentiation of FMCG products and Consumer durable products.

Ø  Gained knowledge about Modern Trade, General Trade, Traditional Trade, and Institutional Trade, concepts of HORECA (Hotel, Restaurant, and Cafeteria) and many more trading methods and tools.

Ø  Understanding different relations and channels of CNF, Distributors, wholesaler and retailers.

Ø  Difference between Ready Stock and Order Book Stock distributions, logistic and delivery services.

Ø  Different categorization of shops into various class groups.

Ø  Various denominations and quantity strata, pricing strategies they offer and various policies whatever they maintain in the organization.

Ø  Knowledge on various schemes how they put, what they offer, how they set for every distribution channels, how much margins they maintain right from purchasing of raw materials to final MRP  (including of all taxes).

Ø  Knowledge on GST billing system, and differentiating between early traditional billing systems.

Ø  Knowledge about E-way transportation billing practices.

FINDINGS:

Following findings were reported from the study:

Ø  Survey was conducted in the city of Guwahati, Assam.

Ø  Different age groups, occupations and both the gender were targeted for the survey.

Ø  Annapurna group products holds a good name and fame among various consumer groups, mostly preferred products of Annapurna is Ghee and Fundaaz drinks.

Ø  There is a good employment opportunity in the company as they are expanding through PAN India.

Ø  The company is having well rich experienced staffs as assets who are working in the company for more than 10 years.

Ø  The brand “Annapurna” is less familiar as compared with the brand “Fundaaz” for the drinks and beverages products only, but Annapurna is well known for Ghee, Sauces, Pickles and Jam among the consumers.

Ø  People are not very much aware of Ready to eat food and diptips so those are not much consumed by the people.

Ø  Brand loyalty of the customer also varies from being a committed buyer to the friend of the brand and even to be the brand switcher.

Ø  Different products are purchased and consumed at different rate. It also varies from consumer to consumer. They are consumed daily, weekly, monthly or occasionally. It totally depends on the consumer’s needs and wants of the products.

Ø  There have been many factors, which influence the customers towards a specific brand. Quality of the product has been considered as the most important factor while other factors include the brand image, retailers influence, and reasonable price of product, availability of product, attractive packaging and creative advertisement.

Ø  There have been different forms of communication, which are making the consumer aware about the availability of ready to eat food products. These forms of media includes retail shop display, newspaper or magazine ads, TV or radio ads, word of mouth publicity by friends or relatives etc.

Ø  Among the different flavors of Fundaaz, most of the people consume the Nimbu Pani and Mango variant, very less number of consumer group consume orange, mosambi, apple and other variants.

Ø  People mostly prefer denomination of Rs.10 product much as compared to other denomination.

Ø  Many people avoid chemical made drinks totally, and search for some organic real pulp by preparing their own fruit beverages rather than consuming the readymade.

Ø  People prefer Maaza and slice for mango variant more, also they prefer limca and paper boat products too, and for fruit based beverages they prefer REAL and Tropicana juice more.

Ø  After analyzing overall questionnaire consumer have rated on an average of 7 to 10 on a scale of 10, which results in that the products of Annapurna group are good in quality and taste and also money’s worth.

Ø  There have been many factors, which influence the customers towards a specific brand. Quality of the product has been considered as the most important factor while other factors include the brand image, retailers influence, and reasonable price of product, availability of product, attractive packaging and creative advertisement.

CHAPTER 5

RECOMMENDATIONS:

Ø  Fundaaz must make its brand well associated with the parent company so that the brand also gets the limelight and people get aware of Fundaaz is of Annapurna Group.

Ø  Brand including Ready to cook, Ready to make, Diptips must be advertised more so that people become aware of the products offered by the company.

Ø  People must be made aware about the different offerings of the products and the varieties that are available in the market.

Ø  Making products available and meeting the demands of the distributors, wholesaler and retailers should be maintained properly.

Ø  Different factors such as quality, price, packaging etc influence the customer to buy a product of particular brand. Thus Annapurna group must make sure that they lie on the top of consumer mind while deciding the brand they want to buy in future.

Ø  Fundaaz food and beverages must increase its sales for Fundaaz mosambi, orange and apple lemon variant by doing sales promotion activities, providing samples, discounts etc also improving the quality of these variants.

Ø  Providing testimonials of existing users will help in making people aware of the good taste of the products, supporting and motivating them for writing few blogs on the products and help them to publish in various medium or platform.

Ø  People like PG bachelors, single tenants, working employees, students, etc. who do not consume ready to cook and ready to eat food can also be targeted and make them felt the need of the ready to eat food.

Ø  As many reasons are there for the consumption of such product, Annapurna products must make sure that their product lies at the top for each of the reasons be it quality, taste and availability etc

Ø  Advertisement of the products could be done through different online media platforms as different people rely of different media. Thus to make whole of the target audience aware of the offering of the company, Annapurna group can use digital marketing advertising strategy.

Ø   Annapurna must ensure that its customer becomes brand loyal toward it and thus necessary efforts must be taken by the company.

Ø  The consumer’s feedback, suggestions can be taken to consideration to gather knowledge of their views and wants and later can be utilized for different sales promotion activity.

Ø  Annapurna is now growing rapidly and expanding very fast throughout PAN India so they can plan of issuing market shares and debentures among the common people, which might help them to raise their funds and results in company’s growth.

CONCLUSION

From the survey conducted it is observed that Annapurna products has good market image and the factors considered by the consumers before buying Annapurna products are freshness, taste, quality and availability.

With diverse products ranging from ghee to sauces and condiments to fruit based beverages and packaged drinking water, Annapurna group holds a great deed of potential to make a mark nationally and then globally. With the visionary minds of the people working in different departments like purchase, production, operations, finance, marketing and human resources etc. Annapurna aims to provide customer satisfaction at every step. Annapurna Groups has also taken care of its competitors into consideration and more importantly its customers before making any move. Finally I conclude that, majority of the consumers are satisfied with the Annapurna products especially with the Ghee, Honey, Pickles and Fundaaz Nimboo Pani and mango variant because of its good quality, reputation and availabilities. Today Annapurna is evolving in every step to meet the changing needs and requirements of every household and aims to do the same in near future as well.

CHAPTER 6

ANNEXURE

BIBLIOGRAPHY

https://www.quora.com/         Retrieved: 12 Aug 2019; 6:45 pm

http://www.careerizma.com/industries/food-and-beverage/  Retrieved: 15 Aug 2019; 6:45 pm

http://www.fundaaz.co/ Retrieved: 18 Aug 2019; 11:05 am

https://annapurnagroup.in/ Retrieved: 18 Aug 2019; 1:45 pm

https://docs.google.com/forms/d/1hLrOVEZWi5izLyEhmon2iSomMBFmzu8MqFg35sS6qis/edit?usp=drive_web Retrieved: 22 Aug 2019; 6:45 pm

https://www.myaccountingcourse.com/accounting-dictionary/customer-perception Retrieved:   25 Aug 2019; 10:02 pm

https://pdfs.semanticscholar.org/c9db/ac7b904125b4b0384beb49cb6d2856e09ffb.pdf Retrieved: 29 Aug 2019; 8:48 pm

https://www.emerald.com/insight/content/doi/10.1108/17505930910985134/full/html Retrieved: 30 Aug 2019; 5:15 pm

https://www.researchgate.net/publication/314080182_Consumer_Perception_of_Product_Quality Retrieved: 30 Aug 2019; 6:40 pm

https://shodhgangotri.inflibnet.ac.in/bitstream/123456789/3452/2/02_introduction.pdf Retrieved: 31 Aug 2019; 6:25 pm

https://www.slideshare.net/  Retrieved: 31 Aug 2019; 5:45 pm

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION