SUMMER TRAINING PROGRAMME FINAL REPORT

PROSPECTING FOR SMALL AND MEDIUM SCALE ENTERPRISES

SUBMITTED TO: Mr. Somya Sharma (Marketing Faculty) By Sartaj Ahmad SN1012134

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MASTER SCHOOL OF MANAGEMENT

Acknowledgement
In this final report I have attempted to capture the facets of activities performed so far during my project. The project has been very important and has groomed my skills and nourished my practical knowledge. Half way down the project it had been an excellent learning process.

First of all I would like to thank the administration of MSM for giving me the opportunity to learn so much about the FMCG Industry I am very grateful to my faculty guide MR. SOMYA SHARMA for his valuable and timely guidance throughout the project. His feedbacks have been very useful in preparing this interim report.

I would sincerely acknowledge my company guide Mr. KASHIF HUSAIN (Area Sales Manager) & companys Asian Director Mr. AVINASH KUMAR who gave their valuable time and support when required. Without interacting with them this interim report would have been a half hearted effort. Their feedback and data have been the first stone in building this report

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My Sincere Gratitude To

AL-FOAH INDIA Pvt. Ltd:

Mr. Avinash Kumar (Director) Mr. Sudeep Mishra (Manager, Marketing) Mr. Kashif Husain (Area sales Manager) Mr. Sheikh Shahnawaaz (Assistant Manager, Marketing)

Master School Of Management

Mr. Dr. Sudhir Sharan (Director) Mr. Somya Sharma (Marketing faculty)

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PREFACE
It was for the first time I got the opportunity to work in such an organization with which I am familiar. And things, which I have experienced in my training period, are going to help me Throughout my lifetime. I have worked on this project with great enthusiasm and zeal. I have tried to cover almost all the things, which I have experienced and learned during the training period. To run a giant organization each and every department has to play its role effectively. In this era of cutthroat competition there is no room for complacency.

The main goal of my project is the PROSPECTING FOR SMALL AND MEDIUM ENTERPRISES. It would be my great pleasure, if this project can help this company to achieve its goal higher. This project has been undertaken to study the procedures and practices followed in marketing department. This report is prepared on the basis of the extensive study carried out at marketing department of Al-Foah India, Gurgaon.

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INDEX
S. No 1 2 3 4 5 6 7 8 9 10 11 Particulars
Company Profile Specific Objective Of The Project Scope Of The Study Justification Of Topic Seven Steps of calling Daily Report Sheets Tables Of Entrepreneurs Outcomes Table SWOT analysis Observation Suggestions

Page no.
6-17 18 19 20-21 22-23 24-35 38-44 43-49 50-55 56 57

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COMPANY PROFILE
Al Foah Co. was established in 2005. The company is headquartered at Abu Dhabi, UAE. It is a member of the General Holding Corporation of Abu Dhabi. Al-Foah is the worlds largest Dates Company, packing close to 100,000 tons/annum. The company has established and developed a lot of process and systems to serve more than 16,000 farmers across the UAE. Al Foah exports to 28 countries in the world including China, Australia, Japan, Europe and India. Al Foah India established in the year 2009 is a wholly own subsidiary of AL Foah Co. LLC. U.A.E. Al-Foah India private Limited is headquartered in Delhi NCR and it has offices all across the country.

VISION To bring the remarkableness of dates into the daily life of every person around the globe.

MISSION Build a global Arabian date brand, confirming to the world the UAE's position as the centre of Arabian innovation and its leadership of the Arabian Renaissance.

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CORPORATE PROMISE
Al Foah is redefining and bringing to the world an ancient and remarkable food, with proven life-sustaining benefits and a beloved taste, in new and innovative forms relevant to contemporary life, contributing to more balanced nutrition.

Our preeminent quality dates of abundant varieties, grown according to the highest agricultural standard, provide sustainable work and income for tens of thousands of people in farming communities.

Al Foah is committed to improving lives through production innovation, and better nutrition as well as sustainable agriculture.

Basic Information Company Name: AL FOAH INDIA PRIVATE LIMITED. Business Type: IMPORT AND MARKETING Product: Premium Black Emirate Dates

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Date Crown

Made from the finest Emirates dates, Date Crown is Al Foah first international brand that was launched into the market in 2009. Date Crown is packaged in a very attractive design that was inspired from the Arabian culture which reflects the wholesomeness of the date product as a key ingredient in the ancient Arabic life style and civilization. The brand offers wide range of premium UAE dates variants such as Lulu, Fard, Dabbas, Khenaizi in addition to the famous international variant, Khalas. Date Crown comes in different sizes and formats to cater to the different needs and requirements of consumers. Also, it comes with a re-sealable pouch to keep product freshness. Date Crown Brand is already available in UAE, Kuwait, Qatar, Oman, Bahrain, Morocco, Yemen, India, Australia and China. The brand has ambitions plans to expand across Europe, Levant, and South Asia.

BRAND PRODUCT RANGE IN INDIA

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1.

Plain Dates.

2.

Date with Chocolates.

3.

Date with Almond.

4.

Date Syrup.

DIFFERENT VARIETIES OF PLAIN DATES

FARD: - Light Black in Colour, Shiny and Smooth Dates, Small Seed
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KHENEIZI: - Dark Black, Extremely Juicy, Small Seed.

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LULU: - Round Shaped, Juicy Black Dates, And Little Wrinkles

DABBAS: - Dark and Shiny, Good Mouth-fill.

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Date with Chocolates:- An indulging assortment of delicious Dates enrobed in

smooth rich chocolate

Date with Almond: - Premium Emirate Dates Stuffed with Almond.

Date Syrup:- Made from Finest Quality Dates, 100% pure, Delicious Flavour,
Honey-like

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Different Size SKUs

SL NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
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PRODUCT DESCRIPTION FARD FARD FARD FARD FARD KHENEIZI KHENEIZI LULU LULU LULU DABBAS DABBAS DABBAS DATES SYRUP DATES SYRUP CHOCO- DATES CHOCO-DATES

WEIGHT 50 GM 250 GM 500 GM 1 KG 2 KG 500 GM 1 KG 500 GM 1 KG 2 KG 500 GM 1 KG 2 KG 250 ML 400 ML 90 GM 250 GM

MRP
15 70 130 230 400 150 260 130 230 400 95 200 340 75 125 150 400

NUTRITION FACTS AND FIGURES

Dates are rich in energy-generating saccharine (60-85%) of the dates weight, and give the dates very high calories (100g of dates extend Man with 270 to 340 calories)

Compared to fat, protein or complex carbohydrates, dates are easy for digestion because they contain mono-sugars (95%) of the soft dates, which can also be rapidly absorbed and quickly reach the cells to provide them with energy needed for biological operations.

Dates wash kidney and generate urine.

Contain mineral elements (called mine minerals); it is rich with phosphorus, iron, calcium and magnesium which protects against cancer.

Dates contain vitamins (vitamin A), which helps in increasing the weight of children (growth factor) as well as strengthening the visual nerve and the elimination of blindness (night blindness) and strengthening the auditory nerve.

Dates contain a group of vitamins (B1, B2, B7), which strengthens the nerves and increase the flexibility of blood vessels and assess the human risks of high blood pressure. Vitamin B 2 helps in the treatment of liver diseases, jaundice, cracking lips, broken nails, and dry skin.

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Dates contain a high proportion of fibre necessary to stimulate the intestines movement and prevention of constipation cases.

Dates contain natural antioxidants, which provide Man with protection against the times of lethal diseases, such as cancer, and heart diseases.

It has been found in the early stage of dates maturity that eating of dates by pregnant women guarantees easy delivery. As proven by modern medicine, where did the hormonelike hormone (Oxytocin) one of the hormones that lead to a contraction in the muscle fibers surrounding the milk glands and lead to the production of milk, as scientists have recognized that the dates contain the hormone that facilitates the birth of women.

Eating Dates have great benefits like:-

1. Prevents Cancer: Dates are very nutritious and contain natural fibres. Modern

medicine has shown that they are effective in preventing abdominal cancer. In general Bedouin Arabs, who eat them on a regular basis, show an extremely low incidence rate of cancer.

2. Weak heart: Dates are an excellent remedy for weak heart. Dates soaked overnight

should be taken twice a week, which strengthens the heart. Bedouin Arabs who regularly consume dates have shown an extremely low rate of heart disease.

3. Treatment for Obesity: The wide variety of nutritious elements in dates makes it

hunger-resistive! So treatment by eating few dates when feeling hungry helps reduce hunger and be filled. These dates will provide the body with the necessary sugar and stimulate the intestine, which reduce hunger greatly, and eventually, reduce food consumption.

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4. Eases childbirth: Eating dates eases the pain of childbirth. Scientifically they are

known to contain hormones, which strengthen the uterus, help produce milk for nursing mothers and also prevent blood loss after childbirth. (The ripe fruit contains a substance that urges uterine spasms and increases contractions especially in the time of delivery. This substance resembles oxytocin that is secreted by pituitary gland, which encourages contractions of the uterus. Dates contain some stimulants, which strengthen the muscles of the uterus in the last months of pregnancy. This helps the dilation of the uterus at the time of delivery and reduces post-natal bleeding).

5. Ideal for breast-feeding mothers: Dieticians consider dates the best food for breast-

feeding mothers. This is because dates contain elements that assist in alleviating depression and enrich the breast milk with the nutrients needed to make the child healthy and resistant to disease.

6. Bones: Calcium is important for strong bones so this is an additional benefit that dates

provide. As dates are rich in calcium, they contribute to healthy bones. For this reason it is recommended that children and older adults, especially women, eat plenty of dates to strengthen their bones.

7. Improves Eye sight: Dates are also important in maintaining good vision and are

effective in guarding against night-blindness.

8. Remedy for Sexual Debility: Date syrup can be used as a treatment for weak heart. It

can also be use for the treatment of sexual weakness. When its mixed with milk and honey, dates can be used as a tonic for the treatment of sexual disturbances for both sexes. And such syrup strengthens the body and raises its energy levels. The elderly

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would benefit from this syrup too. It improves their stamina and purges their bodies from the toxins that have accumulated in their cells along the years.

9. Remedy for Intoxication: Dates are an excellent remedy for alcoholic intoxication.

In such a case, drinking water in which fresh dates have been rubbed or soaked will bring quick relief.

10. Childrens Disease: Dates tied to a wrist of the baby and allowed to be sucked during

teething period hardens the gums and also prevents other complaints like restlessness and diarrheal.

DATE HISTORY

HERITAGE:Date palms are an intrinsic part of Arab life and heritage. For thousands of years, they have provided shelter, food and other necessities, as Arab Bedouins have settled in palm oases, and made use of all parts of the tree and its fruit. Palm wood and leaves were used to build houses, fences, beams, baskets, ropes and many other useful items, while the fruit itself has been a basic staple of the Arab diet, and a main source of nutrition and energy.
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The UAE is one of the top 10 date palm cultivators in the world, with dates grown in royal palaces, private residences, public gardens and streets as well as commercial farms. DATES ORIGIN:Date palm cultivation originated in the Middle East and spread to North Africa, then to California, South Africa and Australia regions. The Middle East still accounts for over 90% of date production worldwide. Today, dates are enjoyed in many forms as whole fruit (fresh or dried), as syrup, as paste in biscuits/ cakes, as jam, as juice, etc. Dates are enjoyed throughout the year but are especially associated with special religious occasions such as Ramadan for Muslims and Christmas for Christians. Dates are exported from the date producing countries to almost all the world's countries in various quantities. Yet, very few people know the history of the date palm, that it is one of the oldest trees in the world, or can differentiate between the different palm or date variants. CONSUMPTION:The date fruit is eaten in all stages of its maturity ripe and fresh (called Khalaal), semimatured (called rutab) and dried (called tamr). The dried fruit could keep for long periods of time, so it provided nutrition to the Arabian Desert dwellers long after its cultivation season. In addition, they used to further preserve it by extracting "dibs" or "date syrup" (sometimes referred to as date honey), thus ensuring that they would have a source of nutrition and energy throughout the year. They also developed novel irrigation methods (aflaaj) designed to extend the oases water to a wider geographical area, and hence increase the cultivated tree area.

Specific objective of the project

Brand Promotion and positioning of DATE CROWN in Small and medium Scale Enterprises in India, for gifting purpose and health.

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A platform for corporate buying to made business model out of it.

Sub objective
To create awareness among Entrepreneurs

Scope of the study

This study will be helpful in understanding the current position of the product

This study will also suggest areas which needs immediate attention.

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This study will convey the overall picture of the company in the mind of the customer.

This study will largely create awareness about the brand DATE CROWN among the customers.

Justification of Topic

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First In this activity I have to know about our project topic. Without knowledge of our topic I cannot achieve our goal.

Q: - What to be done?

On the bases of our project topic, our target will be Medium And small Enterprises, where we can generate our business These Entrepreneurs may be in Delhi/NCR or across India. Our motive to target these Entrepreneurs because in their Organization they have their employees and offer gift on Festivals. Our job is that we have to pitch them to adopt our Product (Dates/ Chocodate) and offer to their employee

Q: - Where to be done?

These targeted entrepreneurs may be in Delhi/ NCR or across India.

Q: - How to be done?

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a) Collection of information or data related to our Targeted Entrepreneurs

b) Pitch them through Phone as well as send mail.

c) If possible to meet profanely with them we have to meet or If meeting is not possible in which condition we have to send Sample via couriers d) If sample liked by consumer we will encourage to rise PO (Purchase order).

SEVEN STEPS OF CALLING:

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1. Review Plans: Review before each calls the following objectives: Before pitching the entrepreneurs, we have to determine the Potential/ opportunity by referring the Ramadan/festivals, and prepare The call accordingly. a) For purchase the product, Dates and Chocodates. b) To use our product as a gift for their employees as well as clients. Formulate plans to achieve the objective: Having determined the objective, strategy to achieve the objectives Should be planed.

2. Check: Greet the entrepreneurs personally/by call as possible and start the call. Also introduce yourself. a) Check out the last calls: Check the last calls list and identify those entrepreneurs who have given you time to recall. b) Check out complains: Check complains, why entrepreneurs are not interested in our product.

3. Enterprising: Step 2 & 3 will run concurrently. The primary objective to encourage The entrepreneurs purchase our brand DATE CROWN products.

4. Presentation: The success of this step will largely depend on how the 1st and 3rd steps have been executed. Before getting into a dialogue with the entrepreneurs, it is important to prepare yourself based on the brand promotion, improve sales etc. it is important to get the entrepreneurs full attention before making promotion and sales presentation.

5. Close: This is a critical step of the call procedure. Send the samples Of your product and allow the entrepreneurs to decide on the
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Suggested product/quantities. What technique to use will Depend on the situation?

6. Post Order: For ready stock operation, it is necessary to check the quantity Ordered/delivered. This will further improve the sales. It is important to thank the entrepreneurs for his corporate tie up with the company and also ensure to inform the day/date of next visit.

7. Call Analysis: Finally the call should be reviewed to determine whether our objective Is met or not. Evaluate what went right or wrong and this helps in deciding what should be done on similar calls. This step also helps in determining ones own areas of improvement. Make sure to record important feedback of the entrepreneurs and your own observation/ learnings in the daily report form.

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DAILY REPORT SHEETS

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TABLES OF ENTERPRENEURS

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OUTCOMES

TABLES

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SWOT Analysis

Strengths

Weakness

Opportunities

Threats

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Strengths:

1.

Nutritional Value: The nutritional value of Dates is the highest amongst all the fruits and vegetables present in the market.

2. Medicinal Value:Dates also has a good medicine value, it helps in curing of various diseases and also improves the immunity, which helps in prevention against various diseases. 3. International Brand:Date Crown is the only international Date brand, which is available in India; other brands of Dates are mainly Indian. So, Date Crown brand is monopolistic in itself. 4. Most hygienic :The Dates of Date Crown brand is the most hygienic dates available in India, because all the process right from harvesting to packaging is done in the most hygienic conditions, controlled temperature and with the help of automated machines. 5. Competitive price:52 | P a g e

The price of our product is very competitive as compared to other dates in India. We are offering a most hygienic International brand at prices equal to the Indian brand.

6. Great taste of Dates:The taste of our Dates are also very good in comparison to other dates which are available in India because in India mostly yellow dates are imported, which are hard and less juicy. Date Crown dates is extremely soft and very juicy because we deal only in black Dates. 7. Shelf life:The best before date are there on the packets of Date Crown, which is not there on other brands. 8. Availability:Our product is available all over India and throughout the year. But in case of other brand they are available only in limited area or zone and also for limited time period. Our distribution channel is present all over India in around 28 cities covering all the states and all the zones. 9. Monopolistic product (Chocolate dates):The chocolate dates are itself is a monopolistic product in Indian market, there are various kinds of chocolates that are present but no company has chocolates with dates.
10.

No other competitor:-

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Other brands, which are present in India, are basically dealing in yellow dates, which are of inferior in taste and quality. Date Crown is the only brand which deals in premium quality black Dates. The taste and quality of black dates are superior.

Weakness

a.

Dates in summer:-

Most the people think that dates are not good if they take in summer because it generates heat. So most of the people feel that Dates is best when it is consumed in winters only not in summers.

b.

Packaging:-

Most the people are not able to differentiate between the different varieties of dates packets because the packaging of all the varieties is similar. They cannot differentiate in one go; they have to see the packet carefully to know the difference.

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Opportunities

Institutional Sale: As per my observation Institutional sale is a new segment for the company, where company can generate its business and have lots of opportunities.

1. Enterprises

2. Hotels

3. Car Show Rooms

4. Gyms

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Threats
Following are the threats, which are observed by mea)

Price:The price of Date Crown products has increased around 16% as compared to last year. But the prices of other average quality dates, which are available in market, are almost same as last year. In future this price rise may not be in favour of the company.

b)

Shelf Life: The Date fruit has limited shelf life of one year. The consignment is exported to India from UAE and it takes at least one and a half month. It is also a threat for the company.

c) Imitation: AS our brand Date Crown is becoming popular day-by-day, other companies and local traders imitate the Date Crown logo, packaging etc.

d) Packaging:-

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Most the people are not able to differentiate between the different varieties of dates packets because the packaging of all the varieties is similar. They cannot differentiate in one go; they have to see the packet carefully to know the difference.

Observation
As per my observation, I have analysed that the small and medium entrepreneur think that. a) The dates are a dry fruit, it most probably eaten in Ramadan, they also dont know about dates properties.

b) They have seen unhygienic dates in Indian Market before some year now they have perception about dates unhygienic In Indian Market

c) Date crown is an international brand but in India People are less aware about Date crown (Al-Foah brand) they also dont know The verities of Dates
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d) First when I started the pitching to Muslim and Other Entrepreneurs they had little idea about dates, and they want to avoid my call, but when I started to educate them about Dates As well as our company brand then they had started to think About dates fruit. e) I have pitched around hundred fifty Entrepreneurs out of those Some ready to purchase and some Entrepreneur waiting to Ramadan for purchase the dates. f) In India Entrepreneur gives the gift to their employees They give most probably bones (Cash) and sweets, when I peruse Them to adopt our product, they called first show us your product then we will think.

Suggestions

In two months of my summer training, I have analysed and I would like to suggest two points, which are listed below

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Another suggestion we would like to give, Is the brand awareness, as we interacted with lots of people during these two months and we came to know that most of the people are less aware of dates and especially our brand Date Crown. So, company should focus on advertisement of our products, it can be done through1. Television commercials. 2. Newspaper Advertisements. 3. Radio. 4. Public Place like (Metro) Above these mediums have the maximum reach?

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