Summer internship project report on Summer Internship Project Report on Digital Marketing for INTERALLAINCE WERARDT & Market Survey For
 New Product Launch: BONN BREAD

1. Summer Internship Project Report on
Digital Marketing for INTERALLAINCE WERARDT &
Market Survey For
New Product Launch: BONN BREAD
Submitted in the partial fulfillment of the degree of Masters of
Business Administration of Ansal University, Gurgaon
Under the guidance of:
Submitted by:
MR. MK KHANDUJA Pooja Deswal
(Director – InterAlliance Werardt)
160MBAGEN
DR. SHEVATA SINGHAL
(Assistant Professor – Ansal University)
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2. Summer Internship Project Report on
Digital Marketing for INTERALLAINCE WERARDT &
Market Survey For
New Product Launch: BONN BREAD
Submitted in the partial fulfillment of the degree of Masters of
Business Administration of Ansal University, Gurgaon
Under the guidance of:
Submitted by:
MR. MK KHANDUJA
(Director – InterAlliance Werardt)
160MBAGEN027
DR. SHEVATA SINGHAL
(Assistant Professor –Ansal University)
2

3. Acknowledgement
The satiation and euphoria that accompany the successful completion of the project would be
incomplete without the mention of the people who made it possible.
I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr. MK KHANDUJA and my faculty mentors Dr. SHEVATA
SINGHAL. I am greatly indebted to both of them for providing their valuable guidance at all
stages of the study, their advice, constructive suggestions, positive and supportive attitude
and continuous encouragement, without which it would have not been possible to complete
the project.
I would also like to thank the entire team who in spite of busy schedule has co-operated with
me continuously and indeed; their valuable contribution and guidance have been certainly
indispensable for my project work.
I am thankful to Mr. MR KHANDUJA for giving me the opportunity to work with INTER
ALLIANCE WERARDT and learn.
I owe my wholehearted thanks and appreciation to the entire staff of the company for their
cooperation and assistance during the course of my project.
I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution towards this industry in coming future.
SIGNTURE
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4. Certificate of Internal Guide
This is to certify that the project titled Digital Marketing for INTERALLAINCE
WERARDT & Market Survey For
New Product Launch: BONN BREAD is a bonafide work carried out by
(160MBAGEN027) a candidate for the award of Master of Business Administration of
Ansal University, Gurgaon under my guidance and direction.
Signature of guide
Date:
Name:
Place:
Designation:
4

5. Certificate of External Guide/ Organization
Certificate of Originality
This is to certify that the project report entitled “Digital Marketing for INTERALLAINCE
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6. WERARDT & Market Survey For
New Product Launch: BONN BREAD” Submitted to ANSAL UNIVERSITY
GURGAON, in partial fulfillment of the requirement for the award of the degree of MBA
(Marketing) is an original work carried out by Mr. Yogesh Singla, under the guidance of
Mr. MK Khanduja. The matter embodied in this project is a genuine work done by Yogesh
Singla to the best of my knowledge and belief and has not been submitted before, neither to
this University nor to any other University for the fulfillment of the requirement of any
course of study.
YOGESH SINGLA SIGNATURE
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7. PREFACE
The successful completion of this project was a unique experience for us and we achieved a
better knowledge about Social media marketing and behavioral aspect of consumers and
buying behavior of consumers in India. The experience, which we got by doing this project,
was essential to our future. The information in this project being submitted by us contains
detailed analysis of the research undertaken by us.
The research provides an opportunity to us to devote our skills, knowledge and competencies
during our knowledge gathering sessions of marketing management.
The research is on the topic “Digital Marketing for INTERALLAINCE WERARDT &
Market Survey For
New Product Launch: BONN BREAD ”.
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8. INDEX
Table of Contents Page No.
CHAPTER 1
10-37
INTRODUCTION AND RATIONALE FOR THE STUDY
• Executive summary
• Initial stage digital marketing for InterAlliance Werardt.
• What is digital marketing?
• Digital marketing for InterAlliance Werardt.
CHAPTER 2 38-40
OBJECTIVES, SCOPE AND LIMITATIONS OF THE STUDY
• Scope and objective for digital marketing.
• Problem/objective definition for market research Bonn Breads.
CHAPTER-3 41-54
PROFILE OF THE COMPANY
• Profile of the company InterAlliance Werardt.
• Profile of the company Bonn Breads.
CHAPTER-4 55-57
THEORETICAL PERSPECTIVE / CONCEPTUAL FRAMEWORK
• Literature review.
CHAPTER-5 58-60
RESEARCH METHODOLOGY
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9. • Research methodology for InterAlliance Werardt.
• Research methodology.
• Research design.
• Data collection methods.
• Sampling plans/methods.
CHAPTER 6
61-69
DATAANALYSIS AND INTERPRETATIONS.
CHAPTER 7 70-71
FINDINGS AND CONCLUSIONS
• Learning outcomes.
• Conclusions.
CHAPTER 8 72-73
EXPECTED CONTRIBUTION FROM THE STUDY AND FUTURE SCOPE
BIBLOGRAPHY/REFERENCES 74
APPENDIX 75-81
• Questionnaire (Consumer Perspective)
• Questionnaire (Dealer Perspective)
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10. CHAPTER 1
Introduction and
Rationale for the study
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11. EXECUTIVE SUMMARY
The project work was pursued as a part of MBA(Masters of BusinessAdministration) Curriculum at “Ansal
School of Management Studies,Ansal University Gurgaon ”. It was under takenas an internship at Inter
Alliance Werardt, Gurgaon. The project was done under expert supervision and guidance of Dr.
ShevetaSinghal(Assistant Professor School of Management Studies, Ansal University) and Mr.
MKKhanduja (Director,InterAllianceWerardt). TheProjectisaboutBusinessdevelopmentthroughvarious
forms of marketing and later market survey for Bonn bread project taken by InterAlliance Werardt and help
Bonn Bread in their new product launch in area of Gurgaon.At Inter Alliance Werardt, initially I was
imparted process and service knowledge. I was given sufficient time to know about the services and
whatcompanyisdoing.
The main aim was to spread the presence of the company and tell the audience about the various services
which the company offers. The work started with the cold calling where I had to search various big
manufacturing companies in the region of north India, collect their company contact no. And
make a data for different companies region wise. Then I had to make cold calls from the data and
alsoasktomakedatabaseofothersectors.Companyactivitywasalsooneofthemajorsourcesforgenerating
business. Initially my company guide even accompanied me to the clients place. Main objective was to know
theneedofthecustomerandhowtofulfillthatinthebestwaythroughonline.
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12. Thus it gave me the opportunity to learn about all the services and with the range of services Inter Alliance
offered it made the task a bit easier as we could fulfill the need of the customer in a better way. My task was
dividedin 4phases:
1.Servicesknowledge: Thisincludedthetheoreticalknowledgeaboutthefieldandservices,whichneededto
bemarketed.
2. Pitching in manufacturing sector: This included the implementation of the knowledge imparted to me
and the test of my marketing skills. Initially I was accompanied by company guide so that I can learn how to
dealwiththecustomersandunderstandtheirneed. Thisalsoenhancedourinterpersonalskillsandconfidence
level.
3. Research part: Research was done for making new sectors database like food, Apparels,
Clothing and many more.
4.Writing:Sendingcorrectinformationabouttheproducttotheclientsthroughemail.
This process of cold calling went for 15 odd days, then seeing my interest in digital
marketing the mentor (MR. MK Khanduja) gave me the task of digital marketing, where I got
the real time exposure to implement the knowledge that I studied during my MBA.
The process of digital marketing for Inter Alliance Werardt started from the scratch and ended
to a place where we were able to utilize our effort and can see the response in the form of our
objective being fulfilled.
In the last month of The internship along with the Digital marketing I was also engaged I the
Market research for New product development (Bonn Bread) in Gurgaon, which was taken
up by the Inter Alliance Werardt.
This report shows the overall work done during the course of the internship; the report is
basically divided into two sectors of work:
• Initial Stage of the report shows the digital marketing perspective of the internship, its
objective till the conclusion.
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13. • Final stage involves the marketing research part, which was done for the Bonn bread
in the north region and basically Gurgaon.
Future Scope of the project.
The initial stage of the project i.e. digital marketing has been executed completely; the
process is been well monitored to get the better response of the work done. With the help of
the analytics tools and various websites we are following up with the work done. In late
future we would be adding up more relevant content and more sites would be executed so
that we are in the high level of the digital world.
The final stage of the project i.e. market survey was not completed in the course of the
training period; it is a continuous ongoing process which will be completed in the later part of
the year. We are helping the company with the research till the project is completed, the data
that we are presenting is this report is the initial data and the interpretation and the conclusion
has been made out through that data only.
Initial Stage
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14. (Digital Marketing For
Inter Alliance Werardt)
WHAT IS DIGITAL MARKETING?
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15. DIGITAL MARKETING
Meaning:
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, TV and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly important for small- and medium-size
businesses and start-ups), accurate targeting and excellent reporting.
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16. DIGITAL MARKETING CHANNELS
SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines. Promoting a site to increase
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17. the number of back links, or inbound links, social book marking, directory submission is the
SEO tactic.
SEM (Search Engine Marketing)
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which adjusts
or rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.
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SEO OR

18. SMM (Social Media Marketing)
Social media marketing
It is the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (EWOM) refers to any statement consumer’s share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third party source, as
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SEM/PAID
SEM/PAID

19. opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.
Engagement
In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.
Facebook Marketing
Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform -- and
you should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand on
Facebook. Face book marketing requires a good intellects and unique thinking to make the
campaign effective.
So what we have today!!!!
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20. In face book marketing in fact in visual /web marketing your content speaks a loud that is
why make sure your content should be relevant to your audience and business.
Thumb rules:
• Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it
more attractive
• ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
• Ensure FB apps have relevant info, your audience is looking for
• Analyze what works, and what doesn’t work: Face book Insight. Edge Rank. Social
bakers
Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same
time. Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience
So what we have today!!!
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21. The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
1.HASHTAG
A hash tag is any word beginning with the # sign. People use hash tags to organize
conversations around a specific topic. Clicking on a hash tag takes you to search results for
that term.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username of
whomever you want to mention in your Tweet, and it will appear in the Mentions section (in
the Connect tab). All @username mentions are clickable and link back to the mentioned
individual’s profile.
3. REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is
public, and will show up in your home timeline and the timeline of the person to whom you
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22. are responding. The reply will also be visible in the home timelines of people who follow
both you and the person to whom you sent
the reply. Meaning, someone not in the conversation has to follow both of the people replying
to be able to read both sides of the conversation.
4. RETWEET
You can pass along someone’s Tweet by re tweeting it. Just hit the re tweet button to send the
original message to all of your followers.
5. LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box
and it will automatically be shortened to 19 characters. This makes it easier to fit long URLs
into the 140-character limit.
6. FAVOURITE
You can favorite the tweet for future reference. This is just like an archiving something that’s
really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and receiver
should be following each other
Thumb rules:
• Remember, you just have 140 characters to play around. Compose your message
within 120 characters or less and leave atleast20 characters so that others can re-tweet
(RT).
• Utilization of # hash tags Tweets with hash tags get twice the engagement of those
Create a list of #Hash tags relevant to your brand Build a campaign around those
#Hash tags and invite followers to re-tweet.
• Posts with images have double the engagement of those without even though users
can’t see them until they click on them. It creates an interest among the audience.
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23. LinkedIn Marketing
LinkedIn is the world's largest social network for professionals. With over 161 million
registered users in more than 200 countries, more than two million companies have created
LinkedIn Company Pages to vie for their attention. If you are in B2B business this platform is
very useful for you to connect with companies directors and marketing person.
Pinterest
It is a visual discovery social network. It is a way of sharing images of anything, from fashion
to pets to pot plants. You can create your own online pin boards to suits any theme and share
to with likeminded people.
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24. Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hit wise.
How brands can use pinterest
Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scenes,
preliminary sketches for products etc.
Instagram
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25. Instagram, the new revolutionary photo-sharing program, making it easier that ever to share
your best pictures with the world. The social media program allow you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instgram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once.
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26. Google +
Google has described Google+ as a "social layer" that enhances many of its online properties,
and that it is not simply a social networking website, but also an authorship tool that
associates web-content directly with its owner/author. It is the second-largest social
networking site in the world after Facebook. 540 million monthly active users are part of the
Identity service site, by interacting socially with Google’s enhanced properties, like Gmail,
+1 button, and YouTube comments. In October 2013, Google counted 540 million active
users who used at least one Google+ service, of which 300 million users are active in "the
stream".
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27. YouTube
YouTube is a video Social Networking site, and the 2nd most popular search site on the
Internet after Google, who owns YouTube. YouTube video watching is a significant activity
on the Internet, with over 1 billion visits to YouTube daily and over 100 million videos
watched daily. And it's easy for anyone who sees your video to rate it and share it with his
Social Network.
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28. ODA (Online Display Ads)
Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.
ORM (Online Reputation Management)
Online reputation management coined by the public relation. Basically ORM is a process
include-
▪ Undertake the comprehensive research and analysis the online content.
▪ Track your users’ actions and opinions about brand.
▪ Reduce your risk of featuring amongst the negative user sentiments.
▪ Enhance your web presence and create positive perceptions.
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29. Digital Marketing at InterAlliance
Werardt
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30. VARIOUS PLATFORMS USED FOR DIGITAL MARKTING
1. GOOGLE BUSINESS FOR INTERALLIANCE WERARDT
• Google Business is the first step in the digital marketing where we have our business
that has to be promoted.
• Google Analytics an easy and simple way to manage the insights of the website.
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31. • Some actual analytics seen through the process of marketing done.
2. Content Writing for InterAlliance Werardt.
Content was the king in the digital marketing for the InterAlliance Werardt , more and
more people were attracted through the right and rellevent content.
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32. 3. Blog for InterAlliance Werardt.
Blog was one of the digital marketing strategy that was used to attract a wide no. of the
audience and increase the awareness abput the company .
This technique in the digital marketing is known as Blog Marketing.
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33. • Analytics in Blog marketing.
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34. 4. SOCIAL MEDIA MARKETING FOR INTERALLIANCE
• Facebook marketing
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35. • LinkedIn
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36. 36

37. 5. Slide Share for InterAlliance Werardt.
ANALYSIS SHOWN FOR THE EFFORT DONE.
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38. 38

39. CHAPTER 2
Objectives, Scope and
limitations of the study
SCOPE OF THE STUDY (DIGITAL MARKETING)
39

40. This study aims at studying client servicing and business development process. It is a
continuous process followed by six steps, which are important, that there level.
This study helps me to get the reality check of a market where actual comparison between the
classroom knowledge and the real situation can be done. By just learning theory and facing
actual situations it concepts and practices might vary. The study helps to understand the
different concepts of digital marketing, but while implementing it might differ from situation
to situation.
This study helps to understand and know how to deal with different kinds of customers or a
clients and how to make an impressive online campaigns.
LEARNING OF THE STUDY (DIGITAL MARKETING)
• To learn the role of digital marketing in marketing InterAlliance Werardt.
• To learn the different criteria of digital marketing services.
• To learn the approach which help them to get more business
• To learn how to pitch a client while meeting basically how to talk, what to talk, how
to make client engage in your conversation.
• To learn the right way of writing a proper content for the E-mailers.
.
• To study the growth of Digital marketing.
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41. PROBLEM/OBJECTIVE DEFINATION (MARKET SURVEY BONN
BREADS
a. Background of the Problem/Objective:
i. The Bread industry in India, valued at INR 33bn in FY 2017 grew at a CAGR
of 9% over the last 3 years and estimated to grow at 10% CAGR.
ii. Demand for Brown and Fruit Breads is estimated to increase further due to an
increasing urban consumer’s base and a rise in health awareness about
nutritional food.
iii. Latest trends witnessed in the industry reveal that companies manufacturing
bread products are likely to increase there manufacturing capacities to expand
their foothold in different regions. With a change in eating habits and
preferences of consumers, the bread industry is coming up with innovative
products and flavors, and a variety of breads.
b. Statement of the Problem/Objective:
The Problem/Objective of this research is to identify the Customer Needs and
Requirements (Features) they want to have in bread and to know what the priority of
those features in product is.
OBJECTIVES OF THE STUDY (BONN BREAD)
1. To study the food Choices during Breakfast.
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42. 2. To find out the choice of Bread type used by the customers.
3. To study the choice of Bread Brand preferred by the customers.
4. To find out what features they (customers) look for while choosing bread i.e. Feature
Expectation
5. To study the maximum brand sold by the dealers.
CHAPTER 3
Profile of the company
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43. ABOUT THE COMPANY (INTER ALLIANCE WERARDT
Inter Alliance Werardt is a 16 years old company managed by hard-core professionals from
engineering and management field with several decades of domain experience. The core
business focus of the company is to provide professional services through consulting,
execution, skill enhancement and software solutions to manufacturing sector to increase the
business performance. We serve over 50 top-of-the-line customers in India and Abroad.
Contemporary manufacturing practices - right from TPM, Lean Manufacturing, TQM, etc. to
Production planning, Inventory management and Supply chain management to Six Sigma etc.
all have been derived from the real-time common sense. But, still companies struggle to
implement these practices effectively.. The real difference is the execution and this is where
Inter Alliance-Werardt assists the manufacturing companies in their journey towards
profitable growth.
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44.
Considering the entire reality of an increasingly competitive and dynamic business
environment, organizations have to constantly innovate, reduce cost, reduce lead-time and
upgrade quality and service. To stay ahead of competition exponential growth has become the
need of the hour. We understand the depths and breadths of business processes, support new
ideas and technologies but with focus on traditional values with results and return on
investment (ROI) in mind. Always with our eyes and mind to the future, we help our clients
reap maximum benefits from their core-competence and identify weak areas, create a time
bound road map to improve and turn weakness into core-strength.
The core mission of Inter Alliance Werardt is to improve the business performance through
managing plant performance optimization, process improvement methods, people response
increment and material flow alignment which are the four key factors that directly improve
the profitability. We have developed a unique model after several year of execution
experience to bring in business performance results cost effectively in a relatively shorter
period. Inter Alliance Werardt professionals have collectively several years of experience in
execution in over 30 manufacturing excellence tools via QMS, TPM, Six Sigma, QFD,
DFSS, Project management, Reliability engineering, Analytics, Hygiene factors, RAMS,
Reverse engineering etc.
FTM - India`s leading CMMS software, Skill + Knowledge enhancement tools, RELEX and
CEO Services are the outcome of our capability in Information Technology to design and
develop high performance software related products and services. All our business solutions
are WCM (World Class Manufacturing) complaint. This ensures robust solutions for today
and tomorrow
PRODUCT OFFERED BY THE COMPANY
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45. COMPUTERIZED MAINTENANCE MANAGEMENT SYSTEM
THE COMPREHENSIVE SOFTWARE SYSTEM FOR EFFECTIVMAINTENANCE
MANAGEMENT - FTM is India`s most popular CMMS - Computerized Maintenance
Management System for last 1 years. FTM has more than 50 installations in India and abroad.
We consider our customers as our partners in growth since they have helped in making the
product richer and richer in features. Some of them being SKF Bearings Group – Bangalore,
Pune, Haridwar, Bulgaria & Indonesia; Sandvik Asia; Legrand Switchgear ‘ALSTOM Power;
Bosch Rexroth; ELECON Engineering; SECO Tools; CIPLA Pharma; DANA Corporation;
ThyssenKrupp Electrical Steels; Coca-Cola Concentrate Plant; Seagram Distilleries (Pernod-
Ricard); Asahi Float Glass; Mico Bosch; Kalyani Carpenter Steels; Arvind Mills … and
others. We understand that every customer is different and that his requirements and concerns
are different. This involves the tuning of any such system to suit their specific working
environment and culture. From our experience, we anticipate that 90 to 95% of the
requirements could be met without any customization, whereas the remaining 5 to 10% could
come up as a part of your specific business requirements.
FTM-FEATURES
➢ Plant Technical Database: Covers comprehensive equipment or machine list and data.
➢ Machine/Equipment Information-: Detailed information on Machine classification,
Cost centers, Specifications, Location, Serial no. Plate details, Make, Connected load
45

46. and so on, along with 4 level Machine Breakup information can be maintained in
FTM.
➢ Preventive Maintenance: Configurable to suit your mode of working. Can generate
and track Jobs out of a PM job and also define downtime in case a planned PM job
has affected production. You can also attach a MS-Excel file as a Checklist Template
if required.
➢ Activity Based PM (ABPM): Define, schedule and execute activity based PM jobs.
These are based on individual activities having individual schedules, so as to plan &
schedule such work.
➢ Other Maintenance Jobs: Or any other job where you use your resources. You can also
define and track your own Job types.
➢ Maintenance Functionality: You can define a distributed maintenance setup OR
multiple maintenance dept.'s responsible for different machines in the plant.
➢ Document Management / Link Management module: This helps attach all types of
documents to the machine hierarchy. THE FTM EVOLUTION
FTM Has Evolved Over The Years Through Active Inputs From Experienced Maintenance
Personnel From A Wide Range Of Engineering And Process Industries. Hence It Seems To
Fulfill Most Of The Requirements Defined By Maintenance Users. Thus, FTM Suits To Any
Kind Of Industry. FTM Covers Many Functional Modules Required By A Plant To Operate
At Peak Efficiency. It Has An Exhaustive List Of Reports That Analyze Plant Information,
And Provide Decision-Making Capabilities To The Upper Management. FTM Is The
Computerized Maintenance Management Solution That You Can Bank On. IS
EONOMICAL IN COST & SWIFT TO DEPLOY IN YOU NOMICAOST
FTM Is Modular And Configurable To Help Suit Your Requirements. Over The Years FTM
Has Been Catering To Various Manufacturing Segments And Its Main USP Is … "Simple To
Use!" WERARDT OFFERS SOLUTIONS AND NOT JUST SOFTWARE
NOT JUST SOFTWARE
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47. Werardt Is 12 Year-Old Company Offering ERP & EAM Solutions. Apart From Being The
Developers Of The System, Our Implementation Expertise And Experience In Offering Them
Make It All The More Helpful For Our Clients. We Take Pride In Saying That Our Own
Developed Product FTM, As A CMMS Solution, Has Grown Thanks To Support We Have
Received From The Top Mgmt. & Maint. Users.
SERVICES OFFERED BY THE COMPANY
ENSURING PERPETUAL PROFITS & GROWTH IN MANUFACTURING
THROUGH RESULT ORIENTED CONSULTING & EXECUTION SERVICES
The prime objective of a business is to manage a perpetual profitable growth in the current
competitive environment. However, business variables have become too complex to manage
with ease, for last few years due to globalization, technology convergence and intense
competition. This accelerated change has brought in a lot of stress in the present business
system. The effective Execution has become the key to succeed.
We understand the depths and breadths of business processes, support new ideas and
technologies but with focus on traditional values with results and return on investment (ROI)
on mind. Always with our eyes and mind to the future, we help our clients reap maximum
benefits from their core-competence and identify weak areas, create a time bound road map
47

48. to improve and turn weakness into core-strength. Inter Alliance Werardt has a proven track
record to execute excellence in client`s business operations.
CONTEMPORARY CHALLENGES IN TODAY`s MANUFACTURING SECTOR...
➢ Rapid Product Obsolescence.
➢ Integration Of IT In Manufacturing.
➢ Globalization.
➢ Emerging New Business Models.
➢ People Involvement, Motivation And Sustenance.
➢ Management Push For Quick ROI.
➢ Lack Of Sense Of Ownership By Employees.
➢ Increment Proportion In Input Cost Is More Than Selling Price.
PROFITABILITY, PRODUCTIVITY & EFFICIENCY THROUGH CONSULTING
EXECUTION & SOFTWARE SERVICES
This all begins with our core competence to align 4M`s (MEN, MACHINES, METHODS &
MATERIAL) supported by relevant application of excellence tools, our business solutions are
WCM complaint.
4M ALIGNMENTEOPLE ALIGNMENT
People At All Levels Are The Essence Of An Organization And Their Full Involvement
Enables Their Abilities To Be Used For The Organization’s Benefits. All 4M Alignment
Initiatives Are Being Implemented By Using Following Parameters Effectively.
➢ Defining Profile
➢ KRA`S, Roles, Responsibilities.
48

49. ➢ Performance Enhancement Evaluation And Appraisal.
➢ Learning Requirement.
➢ Skill Enhancement.
➢ Learning Evaluation - Kirkpatrick Method.
➢ Transition To Transformation.
➢ Psychometric Testing.
➢ LMS.
➢ People / Team Motivation.
➢ Reward & Recognition System.
➢ Retaining People.
➢ Employer Branding..
➢ Customized HR Policy Documentation.
➢ IT Integration. ANT PERFORMANCE
The Effective Performance Of A Manufacturing Plant Directly Affects The Profitability Of
An Organization. Managing Optimum Machine Performance Has Become Very Challenging
Due To Emergence Of Advanced Technology And Complex Processes. The Need For Precise
Machine Performance Information On Time Has Become A Crucial Input Parameter For
Contemporary CEOs. All 4M Alignment Initiatives Are Being Implemented By Using
Following Parameters Effectively.
➢ 8 Pillars Of TPM.
➢ 5S, Kaizen.
➢ Jishu Hozen.
➢ Machine/Equipment Information-:
➢ Preventive Maintenance.
49

50. ➢ Quality Maintenance.
➢ MTTR.
➢ OEE.
➢ RCM.
➢ Reliability.
➢ Availability.
➢ Maintainability.
➢ Safety.
➢ Reverse Engg.
➢ CFD.
➢ CBMS.
➢ Warranty Analysis.
➢ Machine Failure Forecasting.SOURSE MANAGEMENT
The Efficiency of any organization depends upon the availability of right material, in right
quantity at Right time and at right price. Material offer considerable scope for reducing cost
and improving profit. Improving return on investment depends on the effective utilization of
materials. All 4M-alignment initiatives are being implemented by using following parameters
effectively.
➢ List Of Material /Spares.
➢ Classification Of Material Spares.
➢ Stock Optimization Policy.
➢ Specification Of Material/Spares.
➢ Routine Vendor Evaluation / Identification / Replacement Initiative.
50

51. ➢ Search For Alternative Cost Effective Materials / Spares.
➢ Regularized Data Recording Of Materials / Spares To Be Maintained.
➢ Proper Storage Capacity.
➢ Careful Material Handling.
➢ Disposal Of Waste Material.
➢ IT Based Solution For Material Management.
➢ Regular Vendor Audit.
➢ Regular Material Testing & Vendor Up-Gradation Programs.
Identifying, understanding and managing interrelated processes as a system contributes to
the organization’s effectiveness and efficiency in achieving its objectives. A desired result
is achieved more efficiently when activities & related resources are managed as a process.
All 4M-alignment initiatives are being implemented by using following parameters
effectively.
▪ Entire Manufacturing Process Flow To Be Documented.
▪ Documentation Of SOPs Regarding All Activities.
▪ Interrelated Systems To Be Defined And Documented.
▪ All The Activities To Be Carried Out As Process And Documented.
▪ The Data Related To Activities To Be Managed In A Robust IT System (Some Good
ERP).
▪ Routine Analysis Of Data To Be Conducted To Determine The Routine MIS.
▪ Continuous And Closed Loop Follow System Based On MIS.
▪ Continuous Improvement With Horizontal Deployment Should Be Part Of The
Culture.
51

52. ▪ Alignment Of Quality Policy & Quality Objective With Organization Vision &
Mission.
▪ Study Of Quality Manual, Control Of Documents And Records.
▪ Effective Decision Making Based On The Analysis Of Data And Information.
▪ Using Statistical Methods For Decision Making For Complex Issues In The Process.
▪ Evaluate Cp, Cpk, Z Value And Sigma Levels Of Various Processes For Precise
Decision Making.
VISION OF THE COMPANY
VISION: Increasing Client Profits today and tomorrow through Productivity,
Efficiency & Quality improvement in Manufacturing
DIRECTORS OF THE COMPANY
MK Khanduja
An Engineering Graduate from Harcourt Butler
Technological Institute, heading consulting-execution division. He has been associated with
leading corporates across the country for several prestigious assignments. He is a certified
professional in the field of Six Sigma, Reliability Engineering, Executive Coaching, QMS,
NLP, Thomas Profile, Watson Glaser appraisal tool by various National and International
organizations. He has been successfully executing various type of manufacturing excellence
projects for past several years. He has four research papers to his credit.
Satish Nande
An engineering professional, began his career in
industrial automation and then was actively involved in the Development and Implementation
of various Shop floor systems including systems for Maintenance management. Under him
52

53. FTM, Werardt Computerized Maintenance Management Software solution, has become
leading software with installations in large-scale industries in India and abroad.
Vivek Sovani
A Software Engineer by profession gained a sound
Domain experience in various business verticals. He is Instrumental in conceptualizing and
designing most of the Products of Werardt. He has also done an International Level
Certification in System Audit. The latest Solutions designed by him are in Supply chain and
Engineering domain for FMCG and Pharma companies. He currently leads Werardt
CONNEKT range of offerings designed for Field Level Operations using latest mobile
technology.
Indranil Bapat
A Software Engineer by profession has a sound understanding of technology and its
adaptability in various businesses. Played key role in developing the software solutions
offered by Werardt and leads Werardt Product Development effort for domestic and
international customers. Involved in Nucleus, Werardt Rapid Application Development
Framework for developing a suit of centrally deployed and managed Enterprise applications,
like CONNEKT and FTM. Has been instrumental in web-based software platform for
integrated water planning, operations, maintenance, and regulatory compliance portals.
53

54. Ashish Yardi
A Software Engineer by profession was actively
involved in Software Development in his earlier career. He has a sound knowledge in SDLC
and has also done an International Level Certification in System Audit. He heads Werardt
Enterprise Solutions division that offers SOHAM an ERP for the SME segment, and provides
apt Solutions for customer needs using his domain knowledge across various business
verticals.
P. K. Mishra
Alumnus of Management Development Institute
(MDI), Gurgaon. A passionate HR strategic professional with a track record of working in
HR domain with leading corporate. Driving action from customer insights, building HR
brands and helping organization in generating sustainable profitable growth in rapidly
changing environments by aligning human assets to company goal foresee and mitigate the
risk associated with HRM. Experience in formulating human resource development,
organizational development & change management strategies for various leading Indian
companies.
54

55. COMPANY CLIENTS
55

56. ABOUT THE COMPANY BONN
BONN is a quality driven FMCG Company, which was founded way back in 1985 by
the visionary Mr. Manjit Singh and since then has grown constantly. The company’s
corporate head office is based in Ludhiana and produces a variety of food products
including breads, biscuits, cakes and cookies that are not only sold in India but in the
International markets too. Bonn is passionate about baking quality breads and biscuits,
and is pioneer in starting production of cookies on an industrial scale in India.
After successfully spending almost three decades in the manufacturing of breads, in the
year 2004, Bonn Biscuits were launched, for which a fully Automated Online Biscuit
Plant was started. Bonn caters the very best of healthy food products to discerning
consumers across several Indian states. With our portfolio of iconic brands, Bonn’s is
on a verge of becoming a leading premium bread and biscuit manufacturer and will
continue making ‘Everyday More of a Treat’ for years to come.
56

57. COMPANY OVERVIEW
A Responsible Company with Vision, an Understanding of the Consumer’s needs, Quality,
Distribution, Business Acumen and above all, a constant Drive to keep bettering ourselves.
We believe that with our continued commitment to excellence in every aspect of wholesome
food production and distribution, we are going to keep discovering Newer, Bigger and
Brighter Horizons for Ourselves, our Partners, and above all, the most-valued – our
Consumers
“Bonn” has following four food processing units and one unit producing packaging material:
HISTORY OF THE COMPANY
FROM HERE TO ETERNITY
TheVisionary-Mr.ManjitSingh
It is said, “someone who dreams cannot be forced to stop.” Mr. Manjit Singh is a sheer
example of that, a man who envisioned of delivering nation’s best products, is now emerging
as leader, providing products that are not only rich in quality but also growing immense
popularity across an ever- growing network of consumers. It’s been 25 enduring years of
success & perfection; and BONN has never looked back. With the motto of “Nurturing Lives
Nourishing India” it is on a verge of making its products an integral part of your daily
appetizing needs.
Bonn Nutrients Private Ltd., Ludhiana.
Bonn Food industries, Ludhiana.
Choice Agro Private Ltd., Kapurthala.
S.S. Food Industries, Ludhiana,
Prime Packaging, Ludhiana.
57

58. COMMITTED TO EXCELLENCE SINCE 1985
• In 1994, came up with the first Automated Food Processing Unit of North India –
Bonn Nutrients
• In 1995, a new brand Prime Time was launched (High Volume bread – a first in
India)!
• In 2000, to meet an ever increasing demand, a second Automated Food Processing
Unit was brought up which produced 50,000 loaves of bread every day
• Leading regional player of North India, with impressive distribution network and the
service grown to a circle of 400km
• Production up to 2.5 lakh loaves of bread per day and Bonn is also producing 1.5 lakh
units of other Bakery items on a daily basis
• First in India to start production of cookies on an industrial scale
A DEFINITE PAST TO CONQURE FUTURE
The inception of BONN took place in 1985 at Ludhiana, when a limited liability company
entered the food market with a single traditional oven, consuming just 5 bags of flour per
day. Sooner it received recognition amongst the local distributors for its superior quality of
breads and established a significant name in the rural ‘Mandis’ of Ludhiana. Since then the
company has never looked back and never compromised on its quality service even though
the products were circulated only at Punjab’s grass root level and always adhered on
delivering to highest standards of service, dedication and quality as they always believed
that the quality is the key that defines one’s image and perception in the market.
Soon, we made a shift from the Traditional Oven to a Rotary Rack, and within 2 more
years, the number of Rotary Racks had increased to 3, consuming 80-90 bags of flour
per day.
58

59. VISSION AND MISSION
COMPANY FOUR MAIN STRENGTHS
Bringing joy to all our customers and delivering the best food products while
sustaining healthylives.
Simply put we are committed to ‘Making Every Day more of a Healthy Eating’ and
constantly aim to deliver outstanding value to our end customers by sourcing the best
materials, maintaining the highest manufacturing standards, and stringent quality
checks. Behind everything our prerogatives has been to be 100% committed to quality
and innovation. We shall endeavor to foster a culture of excellence among our
workforce to make quality products, ensuring lasting relationships with our extended
family of distributors, and business associates.
Quality:
We have invested heavily in our operational infrastructure to ensure that we continue to
produce premium quality products that are good value for money.
Innovation:
We continue to invest significantly in our Power Brands to ensure that we are leading
the way in the bread & biscuit market place. New and innovative products such as
‘Bourbon’ and ‘Black Jack’ becoming the most preferred chocolate biscuits portfolio
means that our share of innovation in the biscuit category is much greater than that of
ourcompetitors.
Pace:
In recent years we have become a much more agile business and can respond quickly
to changes in the marketplace, on both at corporate and brand level.
Expansion:
59

60. CHAPTER 4
THEORETICAL
PERSPECTIVE /
CONCEPTUAL
FRAMEWORK
60

61. LITERATURE REVIEW
Scott (2009) states the reasons for brand promoters preferring online web for marketing is
that the tools, techniques and content are constantly evolving. The buyers reward creativity
by responding to the online efforts like:
“If you are open to trying out new things, you can be first in your industry to use something
new to communicate to your buyers”.
Marketing in some social networking websites are still the most popular in their niche. Shih
(2009) says that there are hundreds of millions of active users across sites like Face book,
Hi5, Orkut and MySpace. 2.6 billion min are spent on Face book each day. These websites
are enabling brands to engage the right people in the right conversation at right time.
Marketing the brands through social media is becoming precise, personal, interesting,
interactive and social.
Weber (2009) says promoting a community is just like as promoting a new brand product or
service to the consumers. Social media is used to communicate people in the promotional
aspect and inclined to involve the people. Traditional advertising and direct marketing in
social media is to send people to the digital community to be informed, entertained and heard.
Users find appealing, a value high enough to encourage them to participate.
Borges (2009) finds that today's buyers want to be engaged differently than in years past and
many traditional marketing tactics simply do not work anymore. Social media marketing is a
61

62. revolutionary way to build solid relationships with buyers. Low cost, brand building, staffing
advantages, loyalty and level playing field are key benefits of social networking sites as a
successful marketing media.
Zarrella (2010) says the roots of online social networking can be traced to the 1980s bulletin
board systems (BBS). These systems allowed the users to create personal profiles, helps to
share information by sending private messages, public messages and post events at low speed
connectivity. After emanation of social networking technology in the Internet world, it grew
higher and popular among the Internet user.
Lacy and Hernandez (2009) says Twitter gives the ability to share nearly 140- characters
thoughts in a split second, where user can easily share links to press releases and stories about
their business, service or product. Making tweets interesting and diverse, there is a more
possibility of increasing the followers, by consider with news sharing and stories about the
industry that they serve.
The rules of marketing had to change and the web has proved a catalyst in bringing the
changes forward and amplifying their scale. The sudden emergence of the Web 2.0 marketing
techniques demand additional approaches, while most marketers are still wrestling with the
first generation, savvy brands are exploring the landscape that social media and social
networks create for marketers. These techniques are allowing much deeper drivers in social
change to be unleashed, with a profound impact on planning customer connections. The new
generation of relationship marketing responds to the additional challenges of digital media
literacy and in the right hands can trigger a rebuild of the entire marketing mix through
different strategies. Relationship marketing for the Face book generation demands both
thinking and acting differently (Chaffey 2003).
Stroud (2007) says that the ability of social networking sites to generate these huge volumes
of web traffic is proof of their huge popularity. Google, Yahoo and News International have
bought themselves a presence in the social networking arena. The detailed rationale for these
acquisitions differs but all have a common theme of wanting access to the enormous
audiences.
Ricadela (2007) says, Coca-Cola has been running promotions on MySpace for the past two
years for brands including Cherry Coke and Fanta and has promoted Diet Coke and other
drinks on Google's YouTube.
62

63. Smith (2010) says that Face book is becoming one of the great Internet communications of
people time now days. Whereas many companies have tried to emulate Face book’s success
or challenge it in one geography or another, Face book has proven that the core asset on
which all of its services are built - the social graph - is much more defensible and powerful
than many others once anticipated.
Visitors to social networking sites are significantly more likely than average to visit leisure-
oriented retail site categories, such as music, jewelry/luxury goods/ accessories, consumer
electronics and apparel. Heavy social networking visitors are defined as the top 20% of
visitors based on time spent on social networking sites. People typically enjoy sharing their
experiences with these products, whether it is to talk about their new iPhone or the pair of
designer jeans they just bought. Social networking sites offer the venue for those
conversations to occur. Social media advertising is ideal for promoting brand recognition,
although click-through rates are not so strong. Still, there is no doubt that advertising via
social media sites is an effective way to increase your overall revenue stream (Brinlee, 2007).
CHAPTER 5
63

64. RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY (DIGITAL MARKETING)
The Exploratory research design is used for analyzing and studying the process of Business
Development. It is very simple & more specific than explanatory study.
The exploratory study is a fact-finding investigation with adequate interpretation. The descry
study aims at identifying the various characteristics of a problem under study. It reveals
potential relationships between variables and also setting the stage for further investigation
later. The results of such research are not usually useful for decision making by them, but
64

65. they can provide significant insight into a given situation. Although the results of qualitative
research can give some indication as to the ‘why’, ’how’ and ‘when’ something occurs, it
cannot tell us ‘how often’ or ’how many’.
As the research conducted was observatory there was no questionnaire and hence no sample
size or data interpretation was to be done.
Data Sources:
Primary Data: -
It is a firsthand data, which is collected by you only. The different way of collecting primary
data is personal interview, questionnaire, survey etc. As my project is descriptive study there
is no primary data collected as such.
Secondary Data: -
Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies.
To meet the objectives, the study used qualitative research. The descriptive study was done
through review of existing literature that helped in validation and extraction of the important
variables and factors. Data was collected from secondary sources. Secondary sources were
magazines, websites, books, office executives, and company data
RESEARCH METHODOLOGY (MARKET RESEARCH BONN
BREADS)
DATA SOURCES
1. Qualitative Research has been conducted to define the problem and Secondary
Research was done to know the past and future trends of Bread Industry.
2. Based on the secondary research results, Questionnaire were prepared for Product
Design Survey.
65

66. SAMPLING PLAN
1. The Sample Size for Product Design Survey was:
CPRP (Dealer’s Perspective and Research Project) – 276
DPRP (Dealer’s Perspective and Research Project) – 162
Bulk User – 56
2. The Survey was conducted for Customers, Dealers and Bulk users.
3. After data collection the data was statistically analyzed.
66

67. CHAPTER 6
DATAANALYSIS
AND
INTERPRETATIONS
DATAANALYSIS (MARKET SURVEY BONN BREAD)
1. Descriptive Statistics:
Appropriate Descriptive Statistics is calculated for Categorical and Continuous
Variable.
2. Analytical Statistics:
A. A rank based non-parametric test is performed to determine if there is significant
difference between two or more groups of an independent variable.
67

68. B. We have executed test of association to identify if there is any association between
Independent and Dependent variable.
RESULTS (MARKET SURVEY BONN BREAD)
Analysis of First Objective:
Objective 1:
1. Food Choices during Breakfast:
INTERPRETATION
a. Bread or recipe made with bread is the most preferred food items during
breakfast for Gurgaon people after homemade foods.
b. If we consider ready to eat category of breakfast items, Bread is preferred by
65% of people as a primary breakfast.
Analysis of Second Objective:
2. Choice of Bread type:
68

69. INTERPRETATION
White bread is the main bread type consumed by most of the Gurgaon consumer but
there is not much difference in bread type choices as 34% people prefer white bread,
31% brown bread, 25% sandwich and 8% multigrain.
Analysis of Third Objective:
3. Choice of Bread Brand:
INTERPRETATION
Bonn is the leading bread brand as per the CPRP but Kitty being a small company is
not very far as it is preferred by 45% of consumers, while 50% consumers prefer
Bonn.
69

70. Analysis of Fourth Objective.
4. Feature Expectation:
INTERPRETATION
a. Consumers are very health conscious in Gurgaon as they expect Healthy
Ingredients as the most preferred feature in Bread.
b. Taste is also preferred by 19% of the Gurgaon customers.
70

71. 5. Brand sold by Dealers:
INTERPRETATION
Bonn Bread is preferably sold by 55% of the dealers.
6. Dealer’s Expectation:
INTERPRETATION
Timely service and Replacement is the most preferred expectation of dealers as 27%
of the dealers prefer timely service and 18% dealers prefer good replacement.
71

72. 7. Dealer’s Perspective on Dealer’s Expectation:
INTERPRETATION
Dealer thinks that Taste and Health is equally important for customer the similar
results were emerged from CPRP where we got health (37.2%) and Taste (18.7%), the
top 2 expected features by customer.
72

73. 8. Expected Improvements of Dealers:
INTERPRETATION
23.9% of the dealer says that the service should improve and 19% of the dealer says
that Price should be low.
9. Importance of features in Bread:
INTERPRETATION
Healthy Ingredients and Appearance are the most important Features of bread for
customer.
73

74. 10. Suggested Price for Dealers:
INTERPRETATION
Dairy and Departmental store suggest the low price ranging Rs. 21 – 22 and Bakery,
Confectionary and Karyana store suggest foe high price ranging 23 and 24.
11. Weekly Salesman Visit at Dealer’s Shop:
74

75. INTERPRETATION
Dairy and Departmental Store wants that a salesman should visit for five days a week
while Bakery, Confectionary and Karyana store wants 3-4 days a week.
12. Bread Consumption by Customer in one week:
INTERPRETATION
a. Departmental Stores sell 11 Breads to one regular customer in a week while
Dairies sells 5 bread to a customer and Bakeries, Confectionary and Karyana store
sell 3 bread packets in a week to a regular customer.
75

76. 13. Bread Packets sold by Dealers in One Month:
INTERPRETATION
The Department stores sell maximum number of bread packets 997 in one month then
Dairy, Bakery, Confectionary and Karyana store sell 450, 354, 308 and 288
consecutively.
14. There is significant difference in rating of Freshness and Softness given by people of
difference salary groups but there is no significant difference in rating for rest of the
features rated by different salary group.
76

77. 15. There is significant difference in rating of features given by people living in different
location.
16. There is significant difference in rating of price given by male and female but for rest
of the features there is no significant difference.
17. Association of Different groups to the Dependent Variables:
Features Income Group Location Group Gender
Taste No Significant Association Significant Association No Significant Association
Health No Significant Association Significant Association No Significant Association
Convenience Significant Association Significant Association No Significant Association
Freshness Significant Association Significant Association No Significant Association
Availability Significant Association Significant Association No Significant Association
Shelf Life No Significant Association Significant Association No Significant Association
Brand Conscious Significant Association Significant Association No Significant Association
Price Conscious No Significant Association Significant Association No Significant Association
Price Band Significant Association Significant Association No Significant Association
Brand Loyality No Significant Association Significant Association No Significant Association
Packaging Preference Significant Association Significant Association No Significant Association
77

78. CHAPTER 7
FINDINGS AND
CONCLUSIONS
FINDINGS FROM DIGITAL MARKETING
▪ Get to know about challenges and opportunities for digital marketing in India.
▪ Gain basic understanding of SEO, SEM, SMM, ORM, etc.
78

79. ▪ Fulfilling each and every requirement of client is very important regardless of whether
that requirement is small or big.
▪ I learned how to pitch the client while meeting.
▪ I experienced the corporate feeling which gives me a good exposure.
▪ I was able to put in practice what I have learnt in my first year of management
curriculum.
▪ Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a
leader.
▪ Healthy Competition forced to do better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.
▪ Digital marketing work is all about a team work and it always try to give best out of all.
▪ Time management is the big management lesson I have learnt as make individual more
divert to words it work.
▪ How to do a formal communication, the way how to communicate with each level of
management to get work done.
CONCLUSION: MARKET SURVEY BONN BREAD
We have identified the 8 Needs and Requirements that customer wants to have in a bread
that are: Healthy Ingredients, Appearance, Size of Loaf, Softness, Brand Name, Tasty, Price,
and Freshness. Out of these Healthy Ingredients and Appearance are the most important
features of bread for customer.
79

80. CHAPTER 8
CONTRIBUTION
FROM THE STUDY
AND FUTURE
SCOPE
FUTURE SCOPE OF THE PROJECT.
80

81. 1. The initial stage of the project i.e. digital marketing has been executed completely; the
process is been well monitored to get the better response of the work done. With the
help of the analytics tools and various websites we are following up with the work
done. In late future we would be adding up more relevant content and more sites
would be executed so that we are in the high level of the digital world.
2. The final stage of the project i.e. market survey was not completed in the course of
the training period; it is a continuous ongoing process which will be completed in the
later part of the year. We are helping the company with the research till the project is
completed, the data that we are presenting is this report is the initial data and the
interpretation and the conclusion has been made out through that data only.
BIBLOGRPHY
81

82. http://www.interalliancewerardt.com
http://techinversio.com
https://www.linkedin.com/company-beta/13343955/
https://www.linkedin.com/company-beta/13336594/
https://www.facebook.com/Inter-Alliance-Werardt-1176202322525609/
www.valuenotes.biz
www.indianotes.com
www.sourcingnotes.com
82

83. APPENDIX
COPIES OF
QUESTIONAIRE
Bonn Market Research Questionnaire
Question 1: What do you eat during the day?
83

84. Answer:
Question 2: When you and your family eat bread?
Answer:
Question 3: Which are the items do you eat in breakfast?
Answer:
1 2 3 4 5
Breakfas
t
Lunch
Snacks
Dinner
How many Days/Week
Do you eat bread?
How many bread slices
do you eat during the
day?
Breakfast
Lunch
Snacks
Dinner
S. No. Breakfast Item Yes/No
1 Puri/Paratha
2 Poha/Idly/Dosa etc.
3 Bun
4 Milk Oats/Corn
fl
akes
5 Bread - Bu
tt
er or Omle
tt
e
6 Fruits
7 Others
84

85. Question 4: Why do you eat bread during the day?
Answer:
Question 5: Please rate the following features of good bread in terms of your priority.
Answer:
Question 6: Which are your preferred two bread brands?
Answer:
S.
No. Reason of Ea
ti
ng Bread Yes/No
a) It tastes good.
b) It is healthy/nutri
ti
ous.
c)
It is very convenient to use/eat/
prepare.
d) Fresh bread is easily available
e) It has 5 days shelf life.
S.
No. Features Yes/No
1 Brand of the bread
2 Appearance of the bread
3 Freshness of the bread
4 So
ft
ness and springiness of bread
5 Ingredients
6 Size of the loaf/packaging
7 Price
8 Health bene
fi
ts claims on packaging
9 Other
85

86. Question 7: Are you brand conscious or buy any bread whatever is available in the shop?
Answer:
Question 8: What are the top 3 excellent features good bread should have?
Answer:
Question 9: What are the top 3 features you want to avoid in bread?
Answer:
Question 10: Does the price matters in your buying decision?
Answer:
Question 11: How much a good 400-gram bread should cost to you?
Answer:
a. 25 Rs.
Name
Brand 1 Name
Brand 2 Name
Name
Top Feature 1
Top Feature 2
Top Feature 3
Name
Avoidable Feature 1
Avoidable Feature 2
Avoidable Feature 3
86

87. b. 30 Rs.
c. 35 Rs.
d. 40 Rs.
Question 12: What kind of bread packaging attracts you?
Answer:
a. Fully transparent poly-packaging with minimum prin
ti
ng
b. A 70 % transparent and remaining 30% design printed with brand, ingredients and
manufacturing speci
fi
ca
ti
ons
c. A fully covered a
tt
rac
ti
ve design
Question 13: When your preferred brand is on your preferred shop, do you buy other brand
available there?
Answer:
Question 14: How many ways you can prepare bread and enjoy?
Answer:
1.
2.
3.
4.
5.
6.
7.
87

88. Bonn Bread DPRP (Dealer’s Perspective and Research Project)
Questionnaire
• Name of the Shop / Shopkeeper:
• Location:
• Size of the Shop:
• No. Of Staff:
• Type of Shop:
1. What are your expectations from a FMCG company in your retail business?
Answer:
i.
ii.
iii.
2. What are customer’s expectations from a good bread?
Answer:
i.
88

89. ii.
iii.
3. Which are the top 4 bakery brand products do you sell?
Answer:
i.
ii.
iii.
4. How do you define Bonn Bread (Brand) as per following Details and please rate it on
the scale of 1 to 10. (Where 10 is highest rating and 1 is lowest rating)
5. What are the improvements you expect from a bread manufacturing company?
Answer:
i.
ii.
iii.
S.
No. Bonn A B C
1 As a Brand
2 As a Good Product
3
Pricing of Bonn
Products
4 Packaging
5 Timely Service
6 Replacement Policy
7 Appearance
8 Marketing Schemes
9 Freshness
89

90. 6. What should be the price for 400 gram Bread Loaf?
Answer:
7. How many days a week a salesman should visit for supply or replacement?
Answer:
8. How many Bread packets do you sell in a month?
Answer:
9. How many Bread packets a regular customer purchases in a week?
Answer:
90

91. 91